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DAVIDSON
ublication
:
—
“Poor quality, slow imprint service, out of stock! From now on we’re featuring ‘Masterpiece’ exclusively!”
A full line of both Deluxe and Popular-Priced Christmas Cards — for both personal and business use — backed by the famous Masterpiece “Profit Policy’: No Deadlines (send in your orders right up until Christmas); No Alter- nate Choice Cards Required; Accurate Imprinting Always; Prompt Service Coast-to-Coast. Send today for your Albums of
{hn Ke
CHRISTAAAS CARDS BY */YVASTER PIECE
GREETINGS QD
MASTERPIECE STUDIOS DEPT. N2 Troy at 21st St. e Chicago 23, Hlinois
--- for more details circle 142 on last page
ite cece ag
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MNational
| ROW i: as
Hand Model Adder
Lists 6 Totals 7 Model 67X $99.
ADDING MACHINE 4
Hand Model Adder-Subtracter Lists 8 Totals 8 Model 9X
Adding
Machine S | Name _—— — Address Dept. City —
MODERN STATIONER, AUGUST, 1960
DEALERSHIP!
@ Same High Quality @ New low price
Electric Adder-Subtracter Lists 8 Totals 8 Model 9EX $198.50
ECONOMY LINE MODELS
[] | would like more information on a Dealership for National Economy Model Adding Machines.
Zone State___ a
1039 OFFICES IN 121 COUNTRIES * 76 YEARS OF HELPING BUSINESS SAVE MONEY
As a dealer—you'll find it easy selling National Economy Model Adding Ma- chines. Reasons...
Recognized Superior Construction Every National Adding Machine is man- ufactured with built-in rugged strength. Made for maximum service. Example: Each metal part is ‘““‘Double Rust- Proofed” .. . specially treated—twice to prevent harmful corrosion. Another example: A sturdy, Rugged-Duty Frame surrounds and protects all internal mov- ing parts from damage. Just two reasons why National Adding Machines give years of trouble-free service.
Respected World-Wide Reputation
For 76 years, National has been famous for building highest quality business ma- chines. The world’s leading companies use Nationals—benefit from Nationals’ proven time- and money-saving features.
Healthy Profits for You
National Economy Model Adding Ma- chines are designed and priced to fit the budget and needs of every business. You'll have unlimited sales prospects. All you need is initiative. Then, watch your income grow!
For information about a National Econ- omy Line Adding Machine dealership, MAIL THE COUPON!
THE NATIONAL CASH REGISTER COMPANY, payton 9, Ohio
*TRADE MARK REG. U.S. PAT. OFF.
ADDING MACHINES + CASH REGISTERS ACCOUNTING MACHINES
wer paper (No Carson Reauinen)
--- for more details circle 147 on last page
Multi-Use ADV
whenever ac
sales Op
to 150 papers, eas need for paper pun board, red, grays b
*y.S. and international patent-Protected.
ANCO PUNCHLESS PAPER HOLDERS For Non-Punched Papers
NO END OF BUSINE count reco make. Unexcelled for portunities, too,
Advanco C ompressor y to insert
ching, sO Jack. Letter and le
ADVANCO VERSATILITY Spells Big Sales Year Round!
iles—and briefcase pelos is your customers ap A ent safely-bound files!
and students.
gs) pulldog-grips 1 p pressure. NO h 25 pt. press-
\ders are toug pre Modern loose-leaf binding!
SS USES: For office f rds are needed on ca temporary and perman to professional people : s, no coil sprin
: a | ec Works with fingert!
and remove- no holes to tear. Fo gal sizes.
UMINUM CLIP BOARD
with ADVANCO Safety Clip for Binding Non- Punched Papers. Eliminates the bulk and weight of ordinary clip boards. Fits any brief case. 9” x 12%”; %" binding capacity. A handsome item, attractively packaged in transparent polyethylene. Stays fresh and clean in stock. Will not rust or tarnish! og
+ Rak
R tact liket war
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som
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MADE IN U.S.A. REG. U.S. PATENT OFFICE
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--- for more details circle 103 on last page
MODERN STATIONER, AUGUST, 1960
MODERN
El OF
“
Relying entirely on personal con- tacts for modern business has been likened to trying to win a modern war with infantry alone.
Just as the foot soldier needs the air force and artillery to soften up enemy positions, so your store people and salesmen need the help of display, promotion and adver- tising. Those who fail to recog- nize this will eventually be over- come by competitors who do.
We offer this thought by way of introduction to the display ideas
you will find in this issue. * *
The office machine exhibit at NOMDA’s San Diego meeting (full report next month) reminds us of one unexpected hazard in all this technological progress. The U.S. Treasury is reported to have set up a committee to watch devel- opments in graphic arts. Why? Because the Secret Service fears some advances may make it much easier to counterfeit money. We haven’t figured out yet which plate-maker or copying machine they have in mind.
+ *
In a recent report on the “Crisis in Selling,” the marketing maga- zine Printer’s Ink tells why con- sumers hate to shop.
A national survey uncovered these reasons: many salespeople are either poorly informed about their merchandise or don’t want to talk about it; many salespeople are discourteous or rude toward customers; service is slow; and of- fensively poor salesmanship is all too common.
A conclusion is drawn that poor salesmanship is one of the major economic problems facing the United States today. Do you
agree?
Do Fyrcke
MODERN STATIONER, AUGUST, 1960
moperRN Qiliint!’
AND OFFICE EQUIPMENT DEALER
HAROLD O. SHIVELY, Publisher DEAN MYHRAN, Editorial Director DAVID MANLEY, Editor Emeritus DON FISCHER, Managing Editor
JOSEPH W. FELL, MARLIN BREE, Associate Editors DR. G. B. CROSS, Consulting Editor EARL HINTZ, Production Manager
DAVIDSON PUBLISHING COMPANY 1 East First Street., Duluth 2, Minnesota New York 1: Robert Shearman, 250 Fifth Ave., MUrray Hill 3-4723 Chicago 1: 221 North LaSalle St., CEntral 6-1600 los Angeles 34: Dick Meyer, 3137 Kelton Ave., BRadshaw 2-1456 San Francisco 5: J. A. Converse, 274 Monadnock Bidg., YUkon 2-3039
AUGUST, 1960 CONTENTS VOL. 40, NO. 8
Dear Reader 5 A Letter From Washington 7 Capsule Comments I] New Products 12 In My Opinion 17 By Harold O. Shively An Examination of Conscience for Dealers and Travelers 18 How To Create Better Displays 20 Packaged School Supplies Make $%$ for Farnham’s Q4 Teachers’ Report Expands Market for Portables 25 More Efficiency in the Warehouse 26 Cost Reduction Starts at the Top 29 By Gordon B. Cross, Ph.D.
News, People and Events 32 Presstime News 32 Views of the News 45 Yours for the Asking 65 Classified Advertisements 72 The Stationers Calendar 72
COVER PHOTO: Warehouse
doc scene at Plimpton’s, Hart-
ist is00 ford, Conn. Story on page
~~ 26.
MODERN STATIONER is published monthly by Davidson Publishing Company, Publi- cation office, Duluth, Minnesota; Editoral and Executive offices, 1 East First Street, Duluth 2, Minnesota; Business offices, 250 Fifth Avenue, New York 1, New York; Marshall Reinig, president; Robert Edgell, executive vice president; Harold O. Shively, vice president; Anita Reinig, secretary, Gene Kuefner, treasurer. Single copies 30c. Subscription rates, $3.00 per year; Canada and foreign, $5.00 per year.
Back-to-school
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Scripto Special Mi Z| School Pack
Scripto is Nationally Advertised in 136 comic sections, full pages in LOOK and the SATURDAY EVENING POST and ALL THREE TELEVISION NETWORKS—ABC, NBC and CBS—plus TV spot and news- paper local market campaigns!
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--- for more details circle 159 on last page
MODERN STATIONER, AUGUST,
no letherat rom Washington...
Rin |
MODERN chee os OFFICE EQUIPMENT Washington, D. C. July 15, 1960
The decision of Congress to return to Washington in August give: new lease on life to legislation which would have been killed by the usual adjournment. Included are the minimum wage bill and the bill to allow tax deductions on amounts set aside by the self-employed for their retirement.
The retailer provisions of the minimum wage bill passed by the house were watered down. The House Labor Committee proposed coverage for all retail stores with a dollar volume of $1 million, but the House switched to a provision covering only retailers with five or more stores in two or more states. The House also, through a technical error, voted to exempt from the minimum wage all workers in cities of 250,000 population or less.
This, however, will be corrected when Congress returns.
The self-employed bill, known variously as HR 10 and the Keogh Bill, is no longer the relatively simple measure approved by the House. reached the Senate floor it was hedged with dozens of restrictio cluding a requirement that pension plans must be set up for anaes order for proprietors to qualify and one that only 30 percent of a store's income is to be deemed as coming from the personal services of the pro- prietor. The latter provision has aroused protest from some retailers.
Chances are no better than 50-50 that the bill will become law during the August session. If it does — _— it may prove too cumbersome for smaller retailers. Setting ur Sion plan for five or six employees in compliance with all of the - Hr Department criteria can be a tedious task. If a retailer in the 50 percent income tax bracket could mané qualify for the maximum $2,500 annuity deduction, he could defer pay: $1,250 in taxes. After retiring, he would, of course, have to
ai
on the income from the annuity.
Further action on legislation to require the labeling of ture and other products containing imitation hardwood will be til 1961. A labeling bill appeared likely to win the approval Interstate Commerce Committee, but Earl Kintner, Federal Trade C chairman, found serious defects in it and so informed the commit bill fails to include furniture veneered with a layer of hardwoo to include softwood and neglects to contain a wood products name § Kintner said. He took no position on the objectives of tie bill, ot than to say that this time he hoped Congress would vote FTC enough money to police a new area. Some furniture dealers opposed the legislation on the ground that it would be an invitation for FTC to invade the retail field. One said he feared the Commission would send investigators into
SoU
all furniture stores. Hardwood producers, naturally, favored the bill. They complained that consumers are being cheated by furniture that looks like it is made of expensive hardwood but is actually composed of cheaper woods or other material processed to look like the real thing.
FTC has drawn up a draft of proposed trade practice rules for the furniture industry. Public hearings are to be scheduled soon. After the hearings and a reasonable period for comment, the rules will be put into effect.
The sale of $69,000 worth of office furniture to the State Depart- ment by Mueller Metals Co., Grand Rapids, Mich., was sharply criticized by Sen. William Proymire (D., Wis.). The Senator backed down from an earlier statement indicating impropriety in the sale by the company, which is headed by the son of Frederick Mueller, secretary of commerce, after the Secretary accused Sen. Proxmire of "twisting the truth." Sen. Proxmire wound up with a blast at the State Department for failing to get competi- tive bids and for spending an extra $30,000 to fly the furniture to Vene- zuela.
A U.S. Court of Appeals rejected a challenge to the higher fourth class mail rates that went into effect last February. The court ordered a lower court to reject a move by the Parcel Post Assn. to have them voided.
Postmaster General Arthur Summerfield made a renewed plea for a new round of postal rate increases just before Congress left for the political conventions but received no satisfaction. There would have been a fair chance for higher rates had Congress failed to override the President's veto of the federal pay bill. Sentiment was rising for hooking a smaller pay raise onto a postal rate bill with the idea that it would be veto-proof. Both the House and Senate easily beat the pay raise veto, however, and that killed the package deal,
Disaster loans at low interest rates for small businesses displaced by urban renewal projects are still alive, but just barely. The loan pro- vision is contained in an omnibus housing bill which has been approved by the House Banking Committee but is currently blocked by the House Rules Committee. Some sort of housing legislation must be rammed through in the August session because FHA is running out of mortgage insurance money, but it is probable that the loan section will be dropped.
Stiff increases in duties on imported typewriter ribbon cloth have been recommended to the President by the Tariff Commission. Under the General Agreement on Tariffs and Trade (GATT) the cloth is presently duti- able at various rates, ranging from 20 to 32 percent of value. The recom- mendation is that GATT reductions be ended and that the cloth go back to the Tariff Act rates of 2& to 48 percent. The commission said the cloth is being imported in such quantities as to cause serious injury to the domestic industry. H. F. E. Dixon, president of Columbia Ribbon & Carbon Manufacturing Co., had told the Commission he felt that any move to thwart foreign imports would boomerang. He said domestic cotton is of such low auality that American ribbon manufacturers would not use it and, as a re- sult, would turn to other domestic substitutes such as silk, nylon, Mylar, paper and acetate.
A mass Government survey is underway to find out how business firms handle depreciation for tax purposes and how they think depreciation rules should be changed . . . A blow at the expense account that would have barred all entertainment deductions except for food and drink has been eliminated.
THERE’S STILL TIME
ith the Wervesy' item in your
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| WORLD| DICTIONARY
of the American Language COLLEGE EDITION MAIL COUPON NOW! f———-OFFER EXPIRES AUGUST 15, 1960°--——"
1 THE WORLD PUBLISHING COMPANY, Dept. M-7 2231 West 110th Street, Cleveland 2, Ohio
: 4 WEBSTER’S NEW ‘ |
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| | Please ship the order of thumb-indexed Webster’s New World Dictionary, College Edition, checked below @ $6.75 a copy less | discount indicated, it being understood that we are to receive | 1 FREE bonus copy for every 10 ordered, ® Newest * Biggest * Most up-to-date. Has more of | 10 at 40% discount [1 60 at 42% discount everything your customers want: more defini- | [30 at 41% discount [) 100 at 43% discount tions (over 142,000!); more pages (1,760!); | | | | L
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® Advertised nationally in LIFE, TIME, The New Yorker, Saturday Review, etc.
Name
Address
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--- for more details circle 170 on last page JODERN STATIONER, AUGUST, 1960
WATERPROOF a 2 od © 9 0 Oo] MO]
BY Cra tint
Developed after considerable research work and actual service tests, Craftint’s new Flat Art Poster Colors more than satisfy every require- ment of the modern signwriter. They are water- proof and can be used on the thinnest paper or tissue without wrinkling. Craftint’s Flat Art
Poster Colors may be used on almost any clean,
Primrose Yellow Light Yellow Chrome Yellow Brown
Emerald Green Light Green Dark Green Orange
Fire Red Premium Red Peacock Blue Turquoise
Dark Blue Premium Blue Deep Ultramarine Blue Magenta
Cerise
Purple
th * Charting
57
ORANGE
MANUFACTURING
dry, wax-free surface where a flat waterproof finish is desired. These finely ground, brilliant colors are solid covering, ready-mixed, water. resistant coatings that dry to a velvet-like finish. They are excellent for use on paper, oilcloth, wood, glass or metal as well as plastic surfaces.
In normal use they dry in 10 to 30 minutes.
For that steady
BIG PROFIT order
NEW Craftint
Flat Art Poster Colors TODAY!
FLAT ART POSTER COLORS
a
“4
Available in 20z. jars — 1/2 Pint Cans= Pints — Quarts - Gallons.
THE Cra | tint MANUFACTURING CO. © 1615 COLLAMER AVE. * CLEVELAND 10, OHI@:
NEW YORK
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-~- for more details circle 119 on last page MODERN STATIONER, AUGUST, 1
MODERN STATIONER, AUGUST, 1960
“We are entering upon an Information Revolution in which the supply of data increases by geometric progression .. . It is not unthinkable that some day we may need the storage bins of the farm surplus program to accommodate the outpouring of data we will have at hand.” — Marion Harper, Jr., president and chairman of the board of McCann-Erickson, Inc., advertising agency.
¥ x * “People don’t buy things, they buy ideas. They don’t buy products, they buy benefits. Management should feed its sales representatives more knowledge of the company’s products, and especially their consumer uses.” — Ralph T. Soulby, general sales manager, White & Wyckoff Manufacturing Co., speaking to Conn. Valley Stationers Assn.
% *% % “No physical activity goes on in our modern age without a piece of paper going along to guide it.” — Charles E. Wilson, former president of General Motors.
* ” * “Too many office managers find themselves at the mercies of the machine sales- man. Too many manufacturers place the basic emphasis on the technical oper- ation of the machine when training their sales personnei, rather than on the broad training in systems analysis which would enable them to give the ultimate in customer service. There is a shortage of office equipment specialists who have the ability to recognize a particular problem, seek out the most logical solution, and effectively transmit this to another person, either orally or in writing.” Dan Crone, director of systems and pro
cedures, Canadian Broadcasting Corp. *
x *
Christmas catalogs do stimulate sales. In fact, 42 percent of the housewives in
a New Jersey town who received such catalogs say that they made purchases from them, and almost all of the purchases were made within three weeks after receipt of the booklet. — Report on survey by graduate students at N. Y. Uni- versity’s School of Retailing.
* * * “Too much emphasis is placed on your getting an order. We agree that orders are the life blood of a salesman, that you all must scratch that order pad quite regularly. And we wouldn’t want it to be any other way. But, we further con- tend that the actual order is but a by-product of: offering us a good salabl product; good service relating to that product; a cooperative, willing and _ pleas- ant disposition; the passing on to us of all your knowledge of displaying, selling and merchandising of that product; and putting your valuable time and know!l- edge to work where it counts.” — Ed Erickson, Hibbing (Minn.) Office Supply, speaking to manufacturers and their salesmen.
* * * “Greeting cards used to be designed to express sentiment. Now they're designed to reflect the sentiment of the time — hostility.” Mort Sahl, comedian, in intro- duction to “Burn This,” Box Cards publication.
* * * “Careful attention to dealer service, particularly in prompt shipment of orders, and broadening and updating the company’s lines are bringing sales gains.” — Jack Linsky, president and chairman of Wilson Jones Co., announcing new Midwest shipping center as fourth step in a program designed to rebuild dealer confidence through improved service.
* * * *
“Seven fundamental checkpoints to follow in helping retailers become more capable merchandisers are: (1) show everything, (2) arrange it logically, (3) label it clearly, (4) light it, (5) highlight something, (6) make color work and (7) glorify.’ —Edward Schwarz, merchandising consultant, speaking to Hall- mark representatives.
Giftwrap Tapes Colorful new tape designs
everyday and Christmas
1
for giftwrap
use, prepacked in four fast-selling,
top profit displays
Page’s 1960 Giftape
highlight Le- promotion
Counter Display No. 6045 (pictured )
is a compact unit
Giftapes and three sizes of
featuring new cello-
phane tape The assortment offers
lealers 40 percent profit.
Novelty Cards
Cut-out greeting cards are a fea- ture of fall season releases from Rust Craft Publishers. One, an easily as- sembled scarecrow is in harmony with the decoration scheme of any Halloween function. Other Hallo- ween novelty items in the company’s line, also useful as decoration piece, are two kitten rich black flocking and bright Day- Glo. Three-dimensional
numbers featuring
greeting cards, which become useful house or table decorations, include a “tent-folded”
card which opens into a Pilgrim log cabin
Flip-top Solid Pack STANLEY FLIP TOP BOX
Thanksgiving greeting
3
Stanley Greetings, Inc. un-
veiled a new idea in Christ
1 one-Pck Ox mas Solid Pack boxes at AND LID 1960 New
INTERLOCKING TABS
2 Show ]
the York Stationery It introduced the Stan-
ley “Flip Top” box with one
piece construction which elim-
inates the
problem of lost
lids common with the acetate
lid box. securely lock the box, yet
Interlocking tabs
it
opens readily at the custom-
er’s slightest “The Imperial] Line” has 36 Solid Pack ranging in price from $1.50 to &3 available in the white package.
Christmas Card Bag
Barker Greeting Card Co. has re- leased “Santa’s Bag for Christmas Cards,” an attractive Christmas novelty item, retailing for $1. The bag measures 11” by 15” and comes in a large pro- tective plastic display bag. It is manu- factured of good grade white Bristol, has a deep expandable pocket to hold a large quantity of cards, and is embel- lished with sparkling gold glitter and other attachments such as a red cotton pompom nose on Santa, a bell on the end of the cap, and eyes that really
touch. Entitled Stanley designs
new gold and
move. Barker will send samples to greeting card departments in-
terested in this item.
12
New Card Albums
Chapel Art Studios has in 1960 line of pe sonal Christinas card albums the trade. The line consists of attractive beamed to an important segme
duced its new
albums, each 4
of the Christmas card busine religious Reverent Album; Olde Family Album; gene Gold ‘N’ Silver; Parchment B slims, Slendorama; Jy all-glitter, Star Dw water-colors, Brush Strokes; Kodachrome Strictly Business. Details on album reservations may be obtai by writing the company at 1123 Washington Ave., Si. Louis 1, ¥
gance; Santa;
La . ; Cameramag
Holiday Door Decoration
“Dec-A-Door,” a new idea for exterior and interior decor has been created by Lafair of Philadelphia. Made of im- pregnated plastic, it is weath- applied, and
covers the entire door. Three
erprool easily colorful designs include Santa Claus, Noel candles and Wise Men “Dec-A-Door,” ing for $4.95, is offered by Rubel & Co.., 225 Fifth Ave., New York 10, N. Y. Whole-
sale price is $33 per dozen. Each unit,
retail-
measuring 80” by 35”, individually packed in a metal-end tube. Application is with m
ing tape or thumb tacks.
Folding Stage
A new multi-dimensional fold stage is being introduced by Wa: Iron Works, Wayne, Pa. It requi only one operator and is availal in increments of one inch for custe installation in hard to fit areas. N accordion fold permits space-savi storage. One medel is also furnish folding riser with stagge Rails and stairs may ordered as accessory equipment.
as a
heights.
stage opens and closes in one @
a} sas
tinuous motion, moving on b bearing swivel casters. It is au matically key locked in folded position by foot-operated rubb
floor stops at each corner.
Relief Map 8 plastic raised relief wall the United States gives a
\ new map ol birds’ eye view of the country’s topography. Easy-to-read and wash-
measures 2744” by 20%.
”
able, it Selling price is $1.
(Continued on page 50)
MODERN
Mrighten your profit picture
New High Fashion Look... . .
NEW MAMSELLE LINE FOR SOPHISTICATES
Pertly Parisian...and tres, tres chic! French tricolor motif on the boxes...smart-set sales-appeal through and through. Everything from $1.00 Notes to $2.50 Ensembles.
NEW 100% RAG LINE FOR YOUR CARRIAGE TRADE
Tastefully elegant in the classic tra- dition. The finest quality for your discriminating customers who will settle for nothing less. Five sizes: Monarch, Formal Note, Informal Note, Club Sheet, and Folded Club Sheet. Boxed in stately black with a gold stripe. From $1.00 to $2.00.
GIFT CABINETS GALORE *295.-$500
High -Unit-Profit Look. . .
Trade your gift sales up to higher unit-profits with this array of smart cabinet assortments. So irresistible, gift shoppers usually buy an extra cabinet —for themselves!
And for the personal touch— engraved initialed Madeira. Choice of twenty engraved initials...two attractive gift box assortments. (Ask about generous ad allowance on Madeira.)
'
It picture *:
IK. . = ISTICATES
mch tricolor motif bugh and through. nsembles.
NEW 100% RAG LINE FOR YOUR CARRIAGE TRADE
Tastefully elegant in the classic tra- dition. The finest quality for your discriminating customers who will settle for nothing less. Five sizes: Monarch, Formal Note, Informal Note, Club Sheet, and Folded Club Sheet. Boxed in stately black with a gold stripe. From $1.00 to $2.00.
unit-profits assortments. buy an extra
personal touch— ed Madeira. Choice aved initials...two box assortments. erous ad allowance
“> Bright NEW LOU!
Here’s a preview... just a small sampling of the more than 1100 items in the White & Wyckoff line. You’ll find something for every customer from traditionalist to teen...sophis- ticate to saucy. And White & Wyckoff packs new buy-appeal into product, package, and price...to earn extra profits for you. Mail the coupon for the moneymaking facts.
New
High Volume look
NEW NOVELTY LINE $400 . $450 . $900
PROMOTION SPECIALS
A treasure trove of clever traffic builders you can promote at a profit. Spark inter- est and sales with these napkin holder, desk set, and address book packages —all with that buy-me-now look.
And don’t overlook the easy- to-push double count promotions. Mail the coupon today!
Your biggest impulse items. High fashion, smart design, and slanted toward a variety of tastes. Stock a
White & Wyckoff Mfg. Co., Holyoke, Massachusetts
Tell me more about your new promotions, products, pack-
full line of novelty stationery ages and profit opportunities. Fill me in on Autocrat Year. turn browsers into buyers... build ” traffic, turnover, and profits! =ame_ ~
Address
|
|
|
|
|
|
| StoreName |
|
| City |
|
packs extra profits in
Autocrat Year
THE YEAR OF FULL-PROFIT-PLUS FOR YOU
Every day’s a profit-plus day because 1960 is our big Autocrat Year. And this classic vel- lum is powered with special push, promotion, packaging and pricing. You get everything ...your full 45% markup plus free goods, bonus deals, double counts—the works! Learn how you can put more go in your profits this year. Send in the coupon on reverse side.
Home Office: Holyoke, Mass. New York City: 225 Fifth Avenue Chicago: 1536 Merchandise Mart
t’s the that think: while mean: thoug blesse somni Yel porta his ¢ with Yo the n ing 1 tome Yo able” An —to displ; num! of p cont and even are | ly mea) men in D
from
MOD
t's probably true, as one of the
the following articles mentions, thal the average small dealer thinks up his merchandising ideas while lying abed at night. That means his displays get little thought unless he happens to be blessed (in this case) with in- somnia.
Yet display is one of the im- portant methods a retailer has at his disposal for communicating with the consuming public.
You use personal selling. It is the most efficient method in adapt- ing itself to the individual cus- tomer.
You use advertising. It is cap- able of reaching the largest public.
And, for the same good reason —to increase sales—you should use displavs. They reach the greatest number of consumers at the point of purchase. Good displays also contribute to your store “image,” and this makes them important even if 90 percent of your sales are made outside the store.
I’m sure, for instance, that it means something for outside sales- men at a store such as Kistler’s in Denver to be able to say, “I’m from Kistler’s.” Atractive displays,
MODERN STATIONER, AUGUST, 1960
Where Imagination Pays Off
with other promotional activity, have built an image that helps open doors.
Where a store is small, and both time and money for displays are almost nonexistent, it is possible to make a little ingenuity go a long way. One does not have to be a Michaelangelo to produce effective displays. There have been many “small dealer” winners in the vari- ous display contests sponsored by our suppliers and associations.
In fact, with about 20 window changes a year and enough imagi- nation to make contest entries out of half of them, a dealer could not only boost sales but also collect the equivalent of another year’s salary in cash and merchandise prizes. One stationer less than four blocks from our home offices in Duluth, Minn., has in a short time earned himself a color television set and a trip for two to Mexico. His windows are consistently good and timely, regardless of contests.
We should all take advantage of the fact that the products of our industry are especially display-able. A collection of display tips will be found on page 20. The experts advise: keep it simple as a rule,
even to the point of using simple wording on cards; show related merchandise; strive for something different; tell a story.
Aside from the regular seasonal themes and recurring promotions, there are newsworthy events to which displays can be tied. For example, the Olympic games starting Aug. 25 might in- spire your own parade of cham- pion products. Or the Miss Ameri- ca pageant in early September could be the occasion of a salute to our own “Miss America,” the office girl who uses our products. Elections will be in the news all fall and a photo gallery of office installation views could remind the public that, “The Election’s Over! These are a few of the many who have elected to remodel their of- fices with our help _
Solicit ideas from your own staff and be open to all suggestions. You will be amazed at the number of useful ideas that result.
Imaginative, attractive displays can be a prime tool in stimulating traffic, creating demand and facili- tating sales. As we've suggested in the past: don’t be “the dullest store on the street.”
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In advance of the Region 7 meeting of the National Stationery
and Office Equipment Assn., both dealers and travelers
were asked a few simple questions. Their answers
provided material for this soul-searching convention session
n Examination of Conscience and Travelers for Dealers
| am inclined to think that right
within the four walls of our own offices and retail stores we are missing the boat in many ways.”
With this mild indictment, two dealers began a discussion of rou- tine house-keeping practices in sta- tionery and office equipment stores of the Upper Midwest. Keep- ing in mind the dealer who has a work force of from three or four to nine or ten, they touched on stock records, catalog files, sales meetings and merchandise displays. And they found room for improve- ment in each of these areas.
The dialogue report, following a pre-convention survey of Region 7 dealers, was presented by Ed S. Erickson, Hibbing Office Supply, Inc., Hibbing, Minn., and Del De- ming of the stationery division at Farnham’s, Minneapolis.
Are your price lists and catalog files kept up to date?
In reply to this question 78 per- cent of the dealers answered “yes.” Travelers came up with the same figure when asked what percent- age of