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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


Do Fyrcke


moperRN Qiliint!’


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


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.


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--- for more details circle 159 on last page


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


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


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.


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-~- for more details circle 119 on last page MODERN STATIONER, AUGUST, 1


“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


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


Stanley Greetings, Inc. un-

veiled a new idea in Christ

1 one-Pck Ox mas Solid Pack boxes at AND LID 1960 New


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


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.


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,


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


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)


Mrighten your profit picture

New High Fashion Look... . .


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.


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.


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 *:


mch tricolor motif bugh and through. nsembles.


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.


High Volume look

NEW NOVELTY LINE $400 . $450 . $900


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_ ~








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packs extra profits in

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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



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,


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.”



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