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The Columbia University Libraries reserve the right to refuse to accept a copying order if, in its judgement, fulfillment of the order would involve violation of the copyright law. Author: Parker Pen Company Title: Applied advertising and marketing for college... Place: Janesville Date: [1923] MASTER NEGATIVE # COLUMBIA UNIVERSITY LIBRARIES PRESERVATION DIVISION BIBLIOGRAPHIC MICROFORM TARGET ORIGINAL MATERIAL AS FILMED - EXISTING BIBLIOGRAPHIC RECORD ■** Pno 263 Parker pon company, Janosville, T/is. Advertising depart nent. Applied advertising^ and marketing for college and university study} a note?/orthy example of modern methods. . ,J?d ed«, prepared by Benson, Gamble ^z Crowell, Chicago. . .Janesville, V/is., Parker pon co., i-lQHoT^ 28 p. illus.( part. col;) charts, diagrs. 28 cm« Running title: Advertising and merchandising campaign on the Parker duofold fountain pon. RESTRICTIONS ON USE: TECHNICAL MICROFORM DATA FILM SIZE: . 3r. 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J3 o m 2.5 mm ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ^: .V t^ ^X'V ^ m-H^ cr o > Is M c/5 **< OOM o ^^o f^ 1— » IN> ND CJI O CJI z -J 3 3 3 3 -J m IS 3 r- f>i C/J •——I OOM CD 0,0 o m CT>:3 Z -^ o O ^ CZ X < X -< Nl ■/► LIBRARY T.HOOL OF BUSINESS Applied Advertising and Marketing for College and University Study A Noteworthy Example of Modem Methods t -rP ■*S!»'*" ■'"*<:*&■ Applied Advertising and Marketing for College and University Study A Noteworthy Example of Modem Methods Explanatory Note Early in 1923 between fifty Since the publication of the first edition, many more in- stitutions have sisrnified their desire to study this example of modem methods. Hence we have had the first edition revised and sub- sequent developments in the Parker system incorporated with it in this Second Edi- tion. It is now in fairly com- plete and detailed form. We hope that the material pre- sented may be of value to students and instructors of Advertising and Merchandis- ingr. If more detailed or more specific information about any part of this analysis is wanted, the Advertisinir De- partment of The Parker Pen Company will gladly furnish it and sixty universities and colleges offering courses in Advertising and Merchandis- ing, requested "behind-the- scenes" information about the Parker Dnofold advertis- ing and merchandising cam- paign for classroom use. The proper execution of an advertising and merchuidis- ing campaign is a big job, and a sketchy outline of what was done, and why, falls far short of portraying a true picture and showing the full scope of the operation. The problems which con- front The Company are typi- cal of those which confront, and probably always will con- front, manufacturers in other lines of industry. The analy- sis of the initial campaign was, therefore, arranged. Second Edition: — Prepared by Benson, Gamble A Crowell, Cliicasro. Printed and PaUishcd by The Parker Pen Company, Adrertiainc Department, Jannrrille, Wis., U. S. A. Direct Branches or Distribatins Connectiona at New York, Chicaro, San Francisco, London. Copenhagen, Milan, Bombay, Caleatta, Bataria, Shanchai, Manilla, Bnenaa Aires, Rio de Jaaciro, HaTana. J«.''.-:? :ctV; -T»Hrw«-«S» V» ;"V| >"^ ^v| A.vf [■•%>Ml'''^'!''^M^.WM!^^^ l':^'J'MWl"\^ :"^'l"\V."\^ CONTENTS Advertising and Merchandising the Duofold Fountain Pen PAGE A Market That Was Shriveling on the Vine 3 The Product Needed to Revive the Market 8 Introduced but Resisted by Retailers 4 An Appeal to Consumers 6 The Test Campaign 6 Chart— Growth of Incomes 1915-1920 6 Trade Resistances Encountered 8 Chicago Tribune Check Proved Parker Results .... 8 Sales Drives in Other Cities 9 National Advertising Begun 9 Chart — Three Largest Stores 10 The Old Way— The New Way 11 Chart — Department Store Sales 12 The Duofold Family Illustrated 13 Proof of Typical Duofold Color Advertisement . . . 14-16 Example of Typical Sales Promotion Circular .... 16 How Parker Found the Remedy 17 Chart — Seasonal and All Year Advertising 17 The Parker Resale System 18 Parker Advertising Program Aug. to Dec. 1923 .... 18 Foreign Campaigns 19 Advertising Based on Previous Sales and a Quota for the Future 19 Example of Duofold Foreign Language Advertisement . 20 Example of Dealer Advertisement 21 Example of Duofold Domestic Newspaper Copy ... 22 An Analysis of the Parker Duofold Copy An Analysis of the Parker Duofold Copy 23 Two Types of Copy 24 Headline Called 90% Importont 24 Example of Duofold Domestic Newspaper Copy ... 26 Reading Public Blase 27 Avoid "Blind Captions 27 The Scarlet Tanager and Duofold 27 Flavored With Good Cheer 27 mmmmmmmwmimmw£Wtmwimm^ "I IVY IVY t\"/ lA 7 i\"/ k\i iYi hVi iVv k\/i-\ Advertising and Merchandising Campaign on the Parker Doofold Fountain Pen Advertising and Merchandising the Parker Duofold Fountain Pen A Market That Was Shriveling on the Vine FOR more than a generation prior to the World War, fountain pens had been produced in America by several manufac- turers. Their sales had undergone a steady growth. Yet, after all, it had been rather a gradual transition from a small industry to an annual business estimated at $12,000,000 retail in 1914. Then the war broke, devastating many industries, giving sudden impetus to others. Luck favored fountain pens. From training camps, trenches, ship- board, and hospitals, came a sweeping de- mand. Thus millions of new pen users were added to the old, and these soldiers, sailors and nurses continued to be users when they resumed civilian life. In 1919 American fountain pen sales amounted to approximately $30,000,000.00 at retail prices. Sales reached their peak in 1920, during the general business infla- tion. But in 1921 they declined. The pros- pect became discouraging when this de- cline continued over the first quarter of 1922. What was to be done now? Fountain pens had long been advertised. From time to time they had been im- proved mechanically. But while the dif- ferent makes varied in construction, all appeared to the casual observer to be es- sentially the same. Practically all pens were black, plain or gold-mounted — long, medium or short in size. But inasmuch as the leading manufacturers all produced these various styles, no manufacturer had any great competitive advantage except in the size of his advertising expenditure. The pen advertising, like the pens them- selves, appeared to be "standardized." There were no great appealing distinc- tions. The only long stride the industry had been able to take had been due to the war. Now the business seemed to be slipping back. Would sales continue to recede until the point of "settled" production was reached — a settled amount of replacement busi- ness and a settled amount of new business each year; but no great gains? And how far down from the peak was the point of "settled" production? Could nothing be done to turn the sales-curve upward, or had production reached the saturation point? These were the questions with which pen manufacturers were confronted in January, February and March, 1922. Meanwhile, one manufacturer had sought an unusual solution. We shall see what this was, and how and why it succeeded. The Product Needed to Revive the Market TO succeed under the circumstances out- lined in the foregoing, two things were essential — 1. Product — a highly distinctive pen — a pen so much better that the world would hail it with the kind of acclaim that meets the worth-while advancements. 2. Plan — An improved method of mer- chandising and advertising. Of course here, as elsewhere, other ele- ments were necessary to manufacturing and sales success — sound financing, for ex- ample. But it may safely be assumed that these elements were provided. Such fac- tors as price, discount and sales policy, and others classify under one or the other of Tkree Mf Advertising and Merchandising Campaign on the Parker Duofold Fountain Pen the two general essentials enumerated, L e., Product and Plan. The product in this case was the Parker Duofold Fountain Pen. The original lj)uo- fold produced in August, 1921, was what is known today as the Over-size Duofold. It supplied essential No. 1 in the following respects: a. Size — Its barrel was made with a larger circumference than that of ordinary pens. This not only contributed to its distinctiveness — it provided extra large ink capacity and a better grip. b. Color — Distinctiveness was accentu- ated by constructing the barrel of a special rubber compound of a rare shade of Chin- ese lacquer-red with black tips. The ef- fect was beautiful. And the color also served the purpose of making the pen harder to lose or mislay than black pens. c Point — This consisted of a tip of specially selected Iridium of unusual size, polished to a high degree of smoothness and set in extra thick gold. This iridium is the hardest of known metals and has a market value over $2,000.00 per pound. The manufacturer guaranteed this point for 25 years for mechanical perfection and wear. He might have made it 50 years, for such a point will probably never wear out. d. Other characteristics were — a shapely design with symmetry and writing balance. The mechanical construction was like that of the Parker Pens previously manufactured, containing the leak-proof "Lucky Curve" feed, safety-sealed Duo- sleeve cap and Press Button filler — all Parker patented inventions. The Duofold was not produced merely to meet the exigency of the occasion. For 30 years Mr. Parker and his associates had been striving to perfect a super-pen. It was a coincidence that they should succeed just at the moment when such a product was needed to revive the market. Introduced but Resisted by Retailers rpHE first lot of Duofolds, consisting of a -*• few dozen, was shipped to the Parker representative in Spokane, Washington. He had suggested the size and color adopted for the pens, hence the Company believed that he, if anyone, could sell them. Therefore the first lot of the new style pens was made up and sent to him, which he promptly sold and immediately tele- graphed for more. Other salesmen, too, suc- ceeded soon thereafter in selling some Duo- folds, and everywhere the new pen went it was favorably received by the public. But this distribution was widely scat- tered. For the majority of retailers were disinclined to handle the Duofold. They believed that the size, or the color, or the price, or all three would not be popular. The average retail purchase in fountain pens was then and had been from $2.50 to $3.25. The Duofold was $7.00. This resistance on the part of retailers is noteworthy. It illustrates how easily one can sometimes be misled by trade opin- ions alone. But so well had the Duofold sold where it had gained a foothold that the manufacturer's faith remained un- shaken; yet he suspected that modifica- tions might be necessary. Accordingly, he considered the practica- bility of manufacturing and advertising a smaller size, call it Duofold Jr. and price it at $5 retail. Neither this nor the $7 Duo- fold would be profitable, however, unless large volume could be generated, because these prices barely covered the retailer's profit and the cost of producing the pens in small quantities. This left practically nothing for the manufacturer. For, meas- ured by fountain pen standards, the Duo- fold was really a $10 value for $7. With this in mind. The Parker Pen Co. consulted a Chicago advertising agency, Benson, Gamble & Crowell. \ ti Advertising and Merchandising Campaign on the Parker Duofold Fountain Pen An Appeal to Consumers - the Court of Last Resort A PERSON-TO-PERSON canvass to de- termine the kind of reception the pub- lic would accord the Over-size Duofold at $7 and a smaller size (Duofold Jr.) at $5 was suggested by Benson, Gamble & Crowell. The proposal was adopted, and in February, 1922, the advertising agency sent investigators into Illinois, Indiana and Ohio. Each of these men was equipped with 10 or 12 fountain pens varying in style and size, but all black excepting the Over-size Duofold and Duofold Jr. These investigators had been carefully coached. (An investigation is worse than useless, it is misleading, unless the true opinion of those interviewed is obtained.) The investigators visited small towns and large cities; they stopped people on the streets, called on others in offices, banks, stores and homes ; they talked with men and women — with all classes. Dis- playing his tray of pens each investigator said : "Will you pardon me, please, if I ask a question? I am not selling pens, I am merely finding out what kind people like. It will help me a great deal to have your opinion. Won't you try these pens and see which suits you best ?" Beyond that the investigator was in- structed to say nothing except in reply to questions. He was to leave the individual free to form his own opinion. But the investigator was to study the effect of each pen tried and the effect of the price when he made it known in response to in- quiries. And he was to record each inter- view. This popular vote resulted in the dis- covery that in spite of trade opinions to the contrary, an extensive market existed for the Over-size Duofold at $7, Duofold Jr. at $5, and a similar pen in a smaller size for women at $5. In detail the inves- tigation determined — 1 Percentage of men and percentage of women favoring the following: a Over-size Duofold at $7; percentage favoring red, percentage favoring plain black. b Duofold Jr. at $5; percentage favor- ing red, percentage favoring plain black. c Lady Duofold at $5; percentage fa- voring red, percentage favoring plain black. d Regular Black Pens at various prices. 2 Percentage of people preferring the Over-size Duofold but objecting to the price of $7. 3 Percentage of people preferring the Lady Duofold or the Duofold Jr.» but objecting to the price of $5. 4 Extent to which people expressed ad- miration for the Duofold's — a Color b Point c Size 5 Comments favorable and unfavorable about various makes and styles of pens. To account for so large a part of the public accepting the $5 and $7 prices, it was only necessary to refer to the gov- ernment statement of income tax returns. The number of personal incomes of $3,000 a year or higher was shown to have in- creased since 1915 nearly 2,000%, and that more numerous class — ^those reporting in- comes between $2,000 and $3,000 yearly — to have increased nearly 400% since 1917 (See Chart Growth of Incomes, page 6) . Indeed buying power was at a new high level. The market was ready to pay the price of a super-pen. But the fountain pen business was still being done on the old pre-war level. Manufacturers and dealers were thinking in terms of the past. Four nM ''*■■,■■"* t * 4 ' " ' " * ' ^ *^' "* * — " AiTertiaims ani MerckaadiaiaK CaaipaigB mi Um Parker DnofoM Foantaia Pea Here was a basic condition tiiat this in- dustry had oyerlookcd. The arrival of the Duofold was timely and propitious. It was economically and psychologically favored. Surveying the evidence and the opportunity, The Parker Pen Company resolved to back the Duofold with all of its resources. Here was a priceless opportunity, but it called for vis- ion, imagination and courage. To reduce the hazard, the check of caution and judg- ment was placed upon the enterprise. This was done by a test campaign. The details follow — and they demonstrate one way the established principles of adver- tising can be proved — how surely results can be determined — ^not general results, but definite. The Test Campaign L r' was decided to manufacture and ad- vertise three Parker Duofold Pens, all with a black-tipped, lacquer-red barrel, namely: Over-size Duofold — $7. Duofold Jr. (same except for size) — $5. Lady Duofold (with ring-end for ribbon or chain) — $5. n. The advertising was to be devoted to the Over-size Duofold at $7 and to mention the other two Duofold models only inci- dentally. No space was to be used for black pens or Parker metal pencils. To "put over" the Duofold, as advertising vernacular expresses it, would require con- centration. Bird-shot covers more ground than a rifle ball but does not carry so far or pene- trate so deeply. Like wise in advertising: divide attention and your hits are like bird-shot, which is good in its proper place; but when gunning for bear, con- centrate. GROWTH or INCOMES WTNK MWI T aa STATKS %zpoo-%3jMO »3X>oo-$B,ooo »5poo-iiaooo >iojooo-«es;x» (CMUtMjr •§ tiM Cartk PaMtehiiw C*.) S8S^OOOftOu«r Adrertiflinff aad MerehanJialaf Campaiga oa the Parker DaofoM Foantaia Pen Knowledge of these principles is im- portant. Also is a knowledge of when and where to apply them in practice. The psychology of giving advertising dominance to the $7 Duofold rather than to the $5 model was to effect a higher value on the pen. It is difficult to sell the higher priced of two articles based on the reputation of the lower priced, but it is easy to sell the lower priced article based on the higher priced reputation. in. It was decided to make a test of the ad- vertising and the plan in one large city. IV. Chicago was chosen because it is not an easy market. New York and Chicago are the battle-grounds of nearly all estab- lished lines, and the dumping grounds of all sorts of merchandise — ^bankrupt stocks, excess productions, etc. Then there are scores of reputable man- ufacturers in all industries who will neg- lect other markets to sell in New York and Chicago. To make a success of Duofold in Chicago at an "off' season (March and April) for fountain pens, as it was then regarded, meant that it would succeed al- most anywhere. V. The initial campaign was to be of about 12 weeks' duration. The Chicago Tribune, a morning publication, was selected for the trial. It was believed that the Chicago market could be sufficiently covered in this way to serve as a test. More papers in Chicago would have been better and have since been added. But in an experiment it is the part of wisdom to restrict the ex- penditure as much as it is possible to do without defeating the purpose. The schedule of advertising consisted of 16 insertions as follows: 1 — 800 line ad first week, 2 — 360 line ads each week for 3 weeks, 1 — 360 line ad each week for 8 weeks. VI. On a Saturday, nine days preceding the publication of the first advertisement, 10 Parker salesmen, having left their terri- tories, reported in Chicago. The day was spent in holding a ''sales school." Here this sales crew was instructed by execu- tives of The Parker Pen Co. and Benson, Gamble & Crowell in the presentation of the proposition to the retailers. vn. Each salesman was supplied with — A Sample Duofold Pens B Portfolio containing — 1 — Letter from the Chicago Tribune certifying to the receipt of a non- cancellable order for the advertising. 2 — Proofs of the newspaper advertise- ments. 3 — Reproductions of Posters of which 156 were to be posted throughout the city to show the black-tipped, Chinese lacquer-red color of the Duofold, which could not be shown in the newspapers. 4 — Reproductions of Counter Cards and Window Display Cards, etc., which the advertiser would supply free. 5— -Testimonial Letters from dealers in other towns who had handled the Duofold with enormous success. 6 — A set of instructions to salesmen. 7 — A map of Chicago with all trading centers numbered. 8 — A set of cards each bearing the name and address of a stationery, drug, department or jewelry store and a number corresponding to the number of trading center on the map where the store was located^ On the back of each card was the rating of each dealer. vni. Salesmen were assigned certain trading centers and given the dealer cards for the center, arranged in a "call route.* It Seven tM * , r ^ .. «'■ ^ _ -. ,._.■> , AdrehUAng and McrdiaiMtlirfng CampmifB on the Parker Dsofold Foantain Pen IX. The salesmen started out at 8:30 a. m. the following Monday and worked one week. They were then sent back to their regular territories and two men left to make "follow-up" calls on dealers who had not bought. (The grross sales of pens in the first week exceeded the gross cost of the 3 months' advertising scheduled for Chicago.) X. The first advertisement appeared the Monday following the sales drive. This contained the names of the Chicago stores which had stocked Duofolds. The inser- tion of the store name in this advertise- ment was one of the inducements which the salesmen had made to dealers. XI. Window Displays — ^Through salesmen and a special window trimming agency, large numbers of Duofold window displays were obtained in the stores. It is highly important to display a specialty article. And the Duofold color gave it exceptional display value. The displays established contact with the public at the place of sale, and this, while the advertising campaign was in progress. Trade Resistances Encountered TN the introductory sales work a num- ■^ ber of difficulties were encountered. Many dealers doubted that the advertis- ing would be published as promised. Nu- merous manufacturers of other merchan- dise had promised advertising to induce orders. Some kept their promises ; others failed to advertise, or failed to advertise sufficiently to create demand for goods. Hence retailers had become wary of new propositions. Dealers also had the preconceived no- tion that the Duofold price was too high. They were skeptical of the color; and they did not favor the manufacturer's discount. which did not give them so wide a margin of profit as from ordinary pens. The cost of manufacturing Duofold precluded this. Hence salesmen advanced the argument that while Duofold offered a smaller per- centage of profit per pen, it presented a larger dollar-and-cents profit than cheaper pens, and would stimulate the sales of pens. Another stubborn sales resistance, but one to be expected, was the disinclination of non-Parker retailers to stock Parker Pens in addition to the makes which they were handling. These retailers were un- acquainted with the Duofold ; it was new ; it was experimental ; no demand had been created; they could not believe that this product and plan would change the foun- tain pen business from the slow-moving stock it had always been. Salesmen were carefully instructed to visualize for the dealer how and why an active demand would be created. They were trained to sell the Parker "proposi- tion," which embraced profit and turn-over as well as the merits of the product itself. But notwithstanding these resistances, a fair initial distribution was obtained, al- though the orders were small — a dozen here — a half dozen there. Three dozen was a good-sized order then. A few months later the Chicago Tribune made an independent investigation of the market in the city. The investigation was con- ducted quite impartially, as this news- paper carries the advertising of all major pen companies. Chicago Tribune Check Proved Parker Results rpHE Tribune selected fifty representa- -*- tive fountain pen dealers — department stores, stationers, druggists and jewelers. The facts revealed were significant — ^they indicated the rapid turn of the public to Parker Pens — Eigit AdTertisins and Merchandising Campaign on the Parker Dnofold Fonntain Pen 1. Of dealers reporting an increase in pen business, 80% carried Parkers. 2. Of dealers not handling Parkers, 89% reported either no increase or a loss. 3. The Parker was carried exclusively in more stores than any other make. 4. The Parker was reported the "best seller*' more times than any other. 5. The Parker was reported the "best fountain pen" more times than any other. 6. In investigating the price of pens sold, the Tribune said: "It is noticeable that those merchants who say that 75%, 50% and 25% of their sales are over $5.00 are mostly among those who carry the Parker." This is due to the $5 and $7 Duofold. Sales Drives in Other Cities ORIGINALLY it was planned to test the Duofold campaign for three months in Chicago, and, if successful, to make whatever modifications might seem advis- able and repeat the success in other cities. However, by the time the fifth advertise- ment had appeared, or in the third week of the campaign, Chicago was talking and buying Duofold pens to such an extent that it was decided to lose no time in covering other large cities in practically the same way. Eastern salesmen were called into New York City and quickly organized into a crew and coached. The Chicago sales plan was followed here, and also in about four- teen other major cities. Thus the manu- facturer, instead of waiting until Fall, gained a whole season by marketing the Duofold in the Spring. Each month, ex- cepting July, showed extremely large gains in sales over the corresponding month of the year previous. It is important to note that in planning and executing this work the advertiser, through his agent, obtained the co-opera- tion of the newspapers in which his adver- tising was placed. Newspapers supplied lists of dealers in their respective cities, routings for salesmen, and in some cases actually delivered window displays. In other instances it was necessary to have a follow-up salesman deliver the window displays in an automobile. All this display material was based on the phraseology and illustrations in the advertising, for the purpose of greater cohesion and corelation of effort and idea. This is what is termed in advertising vernacular as "tying up" the displays and the advertising. In addition to the personal sales effort and newspaper co-operation. The Parker Pen Company, through its Advertising department, not only supplied the trade with display material, but extensively cir- cularized the Parker dealers and non-Par- ker dealers with Duofold literature and "news" of the Duofold campaign. Thus many orders came from the trade direct by mail. Attention of the trade every- where was fast focusing on the Parker Duofold. By summer the manufacturer was ready to campaign the large cities west of the Rockies on the Pacific Coast, and in the South and Southwest. Everywhere the sales crews had worked, the majority of the pen outlets — the department, station- ery, drug and jewelry stores — ^had stocked the pen and were enjoying a good business. National Advertising Begun IN the meantime other Parker salesmen had been selling Duofolds in the smaller cities where a good demand began to make its appearance by virtue of the country circulation of the metropolitan news- papers. Thus by August the manufac- turer had sufficiently strong representa- tion in large and small cities throughout America to place a non-cancellable order for 13 color pages in The Saturday Eve- AVw AJTwtiAig aai MgrcfcaaJMnc C>mp«ifn •■ the Parker DuofoM FonnUfai Pm THREE LARGEST STORES aTw* UHDCRMOO Adrertiiinf and Merchandisiiif Campaifn on the Parker Dnofold Foantain Pen CITies OVER 50,000 100% cmcs 5^00-50,000 100% The Largest Department Store Sales In Gties under 5,000 the total volume. About half In Cities S.OOO to 50,000 - About One third of the total volume. In Citi^ over 50,000 - About One Fourth of the total volume. The Third Department Store in all Groups of Cities Sells About 179(7 of the whole Volume. 100% (Cearfssy ef the Cartis PabUshiac Ce.) Tm ning Post at a cost of $8,500.00 each, a total of $110,500.00, and to make it pay. One of these pages was scheduled to ap- pear every four weeks for a year. Fountain pen sales had always suffered from the lack of year-round advertising. Seasonal advertising had accentuated the tendency to make pens seasonal sellers. What was needed was more continuous movement of stocks. This would stabilize production, better equalize manufacture and arouse more interest in fountain pens among retailers. Hence The Parker Pen Company adopted a policy of year-round advertising, and a cycle of color pages in The Saturday Evening Post conformed to the plan. Color advertising was desirable because color was an outstanding charac- teristic of the Duofold. Prior to placing this 13-page order but little advertising had been done on the^ Duofold in a national way. Two or three color pages had been inserted in two maga- zines, but these were merely to facilitate the general sales. It will be noted that national advertis- ing in a substantial way was not under- taken until after important channels of distribution had been opened up in the large cities by localized newspaper cam- paigns. While no definite figures are available as yet, it is estimated that nearly 40% of the fountain pen business is done in 144 cities and the remainder divided among some 2,600 smaller cities and thousands of rural communities. It is also estimated that in cities under 5,000 population the largest store does about 50% of the business, the second store 331^% and the third store, 17%. The proportion of the two larger stores diminishes as the size of the city increases. It is also estimated that, for general pur- poses, one large outlet in the major cities will do as much business as 20, 30, 40 or 50 small ones. These facts are mentioned merely to in- dicate the importance of careful analysis of markets and distribution in planning sales and advertising. It was with this in mind that The Parker Pen Company made its initial Duofold drive in the large cities, and made its greatest effort on the larger accounts. Moreover, the small dealer is more apt to follow the leader. It is im- portant to get the leaders first. During the Fall of 1922, The Parker Pen Company, in addition to the Saturday Evening Post advertising, ran campaigns in 48 city newspapers as well as in 42 college pap^s. The year 1922 closed with a 77% gain in Parker sales over 1921, notwithstanding that the first three months (prior to the Duofold advertising) had registered a loss. Duofold advertising stimulated the entire fountain pen trade. It had its effect on dther mamif acjturers, and all became more active in sales and advertising. From a humdrum business, the fountain pen be- came a vital winner in the business of the stationer, jeweler, druggist and depart- ment store man. The Old Way— The New Way TN January, 1923, The Parker Pen Com- ■*-pany held a convention of its salesmen at the factory in Janesville, Wis. The salesmen were put through a veritable course of training for three or four days. They went from the convention to their respective territories fully equipped to present to retailers a new, broad and more efiicient Pen proposition than had there- tofore existed. This proposition enabled merchants to build and operate in their business a modern pen department in contrast to the "old fashioned" pen business. Under the old way merchants carried pen stocks 12 months of the year to do business 3 or 4 months. That is, compara- Elevem ""^ JLllSiiL ff^^^ ,«-,„!i.r• ■ ft •4 ( / y K ^ \ 10 / \ } \ • / k -^ / \ i \ ^ ..__. 4 e _, - »«•« tlMT pr YIAA'S •USINUS CO 14 It (ConrtMy of the Cartis Pabliahing Ce.) Tmeht •en ML 4 'S I % ThirteiH \ i'' /W^ !t •« THE SATURDAY EVENING POST JipHti.nu THE LIFE LONG CO-WORKER THAT IS ALL BUT HUMAN Courtesy "writes its Intimate Letters by Hand and Duofold Leaves No Excuse for Bad Form Now The Over-size 1*arker •with the Super-smooth 'T*oint Sndeared to the Hearts of America "Db noc be guilty cf oflering a slight in your personal c»rrespondence, whispers Cour- tesy, "by negleaing to write by hand! "Indeed no letter has such charm and character as the one handwritten. The personal touch conveys a gracious interest — anything else is apt to suggest its ab- sence." No one can ailord this lack of courtesy where it's due. And with the fascinating Duofold nesting in your pocket, or lying ready on your desk, your hand will ever be eager to comply with Courtesy's demanrning murder out of shaving, the "Die Hards" were the last to cheer the safety razor. But there's one food thing about the "Die Hards" — they can be convinced if you show them. So whenever one of their number starts to ex- pound his theory about fountain pens, just pull out this black- tipped lacquer -red Duofold and give him a taste of the fresh inspiration that Geo. S. Parker has put into every-day writing. Even the hardest "Die Hard" will own up he never swung a pen with Duofold's inspiring bal- ance — that he never saw one with Duofold's clas- sic shapeliness aiKl beauty. Hell catch the new idea when you tell him this Chinese lacquer- red color makes Duoiold a hard pen to lose — that its size and symmetry give it a friendly feel in the hand. And he can't write his signature without admitting that Duofold's pol- ished Iridium point (guaranteed 25 years for wear and mechanical perfection) is the smoothest thing that ever slid over paper. He'll like the capacity of the 0\-er-size ink bar- rel And when you show how the Ink- tight Duo- sleeve Cap fits with micrometric precision so the Duofold can't leak, the chances are 10 to I that hell soon head for the nearest pen counter. After all, the Parker Duofokl gives the biggest thrill to men and women whom ordinary pens can't stir. That's why good pen counters sell Parker E)uofold on 30 days' approval — knowing that day by day this classic grows on everyone. If you don't own the Ehiofold already, get this classic before the "Die Hards" beat you to it. THE PARKER PEN COMPANY - JANESVILLE, WISCONSIN NtW raWt CHICAOO MmmmfactMTtvtmt— m4 Parkri" Lmcky Lock" Pencil* TH[ rAKKEK rot STAIN PIN COMPAST. LIHITFD. TOUONTO. CANADA IAN rRANCttCO «KHUNC Vanhfi JHia With ThemtS Year Point Dm(»M Jr. CS S«inceiic«fx lor «tw -^s^to^ NM f • NEW GOLD GIRDLE-WAS $1 EXTRA-NOW FREE, DUE TO LARGE PRODUCTION Fourteen Fifteen '.-.■%«■' MM The Fountain Pen Situation in Los Angeles As revealed by the ^'Los Angreles Examiner" Market Investigation The following is a true and authentic report of the find- ings of our Merchandising Service Department field representatives in their investigation of the fountain pen market in the City of Los Angeles. LOS ANGELES EXAMINER, Merchandising Service Dept. Harold H. Scott, Manager THE twenty-one brands of fountain pens listed below were found on sale in the 100 representative stores covered by this survey. The number of dealers handling each brand is tabulated, likewise the number of dealers handling each brand ex- clusively, and also the number of times each brand was reported to be the best seller. PARKER has a lead of 166% to 288% in each phase of the survey. 1st, his degree of distribution is 166% greater than the 2nd pen; 2nd, Parker is carried exclusively in nearly four times as many stores as the next pen; and 3rd, 53% of all the dealers reported Parker as "best seller" which is a lead of 194% over the next most popular pen. Various Brands Dealers Carried Reported Sold in Los Angeles Carrying Exclusively Best Seller Parker Pens 72 35 53 2nd Pen ( name withheld in fairness to maker] ) 27 9 15 3rd Pen « it tt it <( 26 18 4th Pen tt M M « tt 10 5th Pen tt M M M tt 7 6th Pen ti M M M tt 6 7th Pen « M M «< tt 5 8th Pen «( M M M tt 3 9th Pen d MerduuidisiBg Campaign on the Parker Dnofold Fountain P„ 'n nm^ ^^'^ The Over-size pen with li-year point There*s a lure in its balance tiiat your liand can^t get away from Try Duofold and ordinary pens together — wkhout looking! IBT your hand get a taste of Parker Duofold's super-snux>th ^ point and balanced swing and you won't wonder that peo- ple are passing up ordinary pens to pay twice as much for this black-tipped, lacquer-red Oassic. Take a look at its Over-size barrel snd youll see why it holds such a bumper ink-supply. Flash your eye on its color and you'll see why the world calls it handsomer than gold— why it makes this a hard pen to lose when you lay it down. Buy Pvker Duofold on 30 days' approval and youll soon discover that you'll write from inspiration— not from the prod- ding of your conscience. Then when someone calls for a pen you can proudly pull out your Duofold and lend it — for no style of writing can distort this 25-year Native Iridium poinL The only pen with the Ink-tight Duo-sleeve Cap — the only one with Invisible Press-Button Filler. No hole in the wall- no ink on hands or clothes. Neat Gold Pocket-clip or Ring- end free as well aa strong Gold Girdle — the crowning touch to its beauty. Get Parker Duofold today and you're fixed for life— a $10 value for $7. Step up to any good pen counter today. j^^^^ ^ Rcnevc blaek tip firom Invi*- fbl« Bllcr b«t- tott — press and r«l — — . Cmetric preci- sion and cannot leak. Keep it tight. Parker Duofold is a fall grown pen— it doesn't have to be coddled. But, just as dirt will shut off the flow of gasoline to your motor, so sediment will clog, or dried ink "gum' and stop the flow of a pen. Give your pen the same chance that you would give a motor truck. Now and then stick the nozzle of the pen into a glass of water and press the Filler Buuon several times. That cleans it. X>uofold's "Lucky Curve" insures a leakproof feed and steady flow when c/ean. Lastly, don't drop your pen on cement. To avoid such accidents, we include with Parker Duofold a neat Gold Pocket-clip or Gold Ring-end for ribbon or chain free. Also a strong if Gold Girdle that reinforces the cap—the crowning touch to its black-tipped lacquer-red beauty. Yes, a good pen responds to care better than a poor one. So ^ ve the Parker Duo- fold just ^rly decent treatment and this pen clanic will never lie down on the Job. Phone this newspaper for names of dealers if you don't know where to get Duofold. Siep tu> todayto any good pen coutUer and buy Parker Duofold on 30 day^ a p p r oval THE PARKER PEN COMPANY Mmnrnfmciunrm «/«o ofPmrkmr "Lucky Lock" PmncUm Peetorr m»4 Owierel OOec. JANBSVILLIl; WO. Keep Cap Ticht Beer te Clean Strong "if Oold Girdle and Neat Gold Clip or Rinc-end Free iST^^sr ^a^^ IJr.tf Seme except for aite •fl for chattf sine RmmIscIm beawo o/ the Scarlet Tanatef ^f^^^T onager ^^^ Tvf€nty-ux Adyertising and Merchandising Campaign on the Parker Duofold Foontain Pen The second states the conclusion. The first does not; it effects the conclusion in the reader's mind. Again, good advertising strives to effect the conclusions in the reader's mind; it avoids stating conclusions, unless specific facts or proof are also offered. Reading Public Blase TT is more difficult to interest people in •■■ advertising today than it was ten years ago. Many coupon plans, once highly pro- ductive, now fall flat. Indeed the public has become blase in the matter of advertising just as it has in many matters. The aeroplane that would make a whole city look skyward a few years ago now gets but passing notice ; the latest jazz dance that received front page position in the newspapers is now mentioned in their columns only incident- ally. A few years back the woman or girl who lighted a cigarette created a stir in the cafe. To use the vernacular of the street, people are too "hard boiled" today to get a thrill from spectacles which cre- ated sensations yesterday. For the average citizen, advertising, as advertising, has lost its magic. To get and hold its attention it must rise far above the commonplace. And it must ren- der him a service. Avoid ^^Blind"|jCaption8 A FEW people may puzzle over "blind" headlines, but the vast majority — the millions to whom the advertising writer must sell — they have too much else to do. In Duofold advertising "blind" cap- tions were studiously avoided. A good heading indicates the subject. In "traced result" advertising this kind rarely, if ever, fails to produce much greater returns than "blind" headlines that give no due to the subject. Different headings appeal to different people and usually present different ideas. Hence diversification is good practice, but one good caption will stand much repeti- tion. (Some captions have been used for years in "traced results" advertising to better effect than any others tried in the meantime.) The Scarlet Tanager and Duofold TN planning the physical appearance of -*• the Duofold advertising it was decided to illustrate the pen in "still life," except- ing as some unusual picture might be de- sirable occasionally to illustrate the text. The conventional "hand holding a pen," or "African traveller writing on his knee in the shadow of the pyramids" — such old standbys would scarcely contribute fresh diversion. Yet some simile was wanted by which to compare the color and beauty of the Duofold. A Chinese lacquer vase was tried in the experimental layouts. But this too was "still life," and what was needed was animation. Then colorful birds were tried and the black-tipped red- bird, or scarlet tanager, most of all appealed. The scarlet tanager's value proved to be three-fold. For one, this bird sup- plied the animation needed. For another, it furnished a rare simile for the beauty, grace and color of the pen. But, more than all, it stirred the imagination of mil- lions — one of the most important and most difficult of advertising tasks. Flavored With Good Cheer /^NE point that the student should not ^^ let escape him — ^the spirit of cheer which radiates from Duofold copy. Of competitive pens it never speaks dispar- agingly. On imitations it touches but casually, and then treats them lightly so readers will regard them lightly. Twenty-seven AdTertising: and Merchandising Campaign on the Parker Duofold Fountain Pen Advertising should never be flavorless, neither should it leave a bad taste. Many intelligent people will not adopt a substi- tute if they know it — ^because they know substitution is the offspring of inferiority. But many others will buy substitutes, unless they believe the deceit will be found out. Subtly suggest that the substitute will "give them away," and you forestall substitution. One point more — each Duofold adver- tisement is complete in itself. It is planned to make a sale — it presupposes the prospect will not listen twice. Many do, but never count on that. "Serial" adver- tising is the most expensive there is. When you have the reader's attention, that is your chance. Let your advertise- ment make the most of it. Much advertising that is considered suc- cessful, does not harmonize with these principles. But we believe it would be bet- ter advertising if it did. And manufac- turers are beginning to recognize that there are varying degrees of advertising success. Hence the student who plans to make advertising his career will do well to consider that these principles of better practice will more and more prevail in the years to come. i I -'H TwtMty^it i _— ^--^s**. 1^ END OF TITLE