For more than a century, the American Library Association has honored children’s authors with the John Newbery Medal. From the earliest years of the award, its prestige was not lost upon the authors who received it. Letters written by awardees to the Newbery Medal Committee chairs reveal their excitement upon receiving the news.

In 1921, Frederic Melcher, a publisher, bookseller, and chairman of the Children’s Book Week Committee, proposed the idea of a medal to be awarded in recognition of children’s literature and for it to be named after John Newbery, an 18th century British bookseller and children’s books publisher. With a growing audience for children’s books, more librarians being trained in children services, and the emergence of children’s book departments in publishing companies, the time seemed right for such an award and the idea gained traction.

The Caldecott Medal is of one of the most prestigious children’s book awards in the world. Established in 1937 to recognize the most distinguished American picture book for children, the first medal was awarded in 1938 to Dorothy P. Lathrop for the book, “Animals of the Bible.” However, the idea was first presented in 1935 in a letter by Frederic G. Melcher.

Publicity around the Newbery Medal has drummed up excitement amongst librarians, readers, and the public for the past century. Often this has meant events, press releases, newsletters, radio programming, television broadcasts, and newspaper and magazine articles. However, some publicity ideas were more daring than press conferences and radio programs.