In 1921 the PPA joined with the Art Alliance of America, the Art Directors Club, the American Institute of Graphic Arts, the New York Society of Craftsmen and the Society of Illustrators to open a building known as the Arts Center. The purpose of the new building was to allow the different organizations to regularly interact with each other and to provide a place where "the public standard of utilitarian art was raised." White believed that future of photography was tied closely to the then rapidly growing field of magazine illustration, and it was not long before lectures were presented at the Arts Center with titles such as "Pictorial Principles Applied to Architectural Photography" and "What the Photographic Magazine can Do for the Pictorial Photographer."