This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1922 Excerpt: ...publicity, or to give added impetus to one already under way. Make your space reservations now. #T The only specialized issue of the year. Recognized by architects as an authoritative and up-to-date textbook, carefully preserved and frequently referred to during the entire ensuing year. The Architectural Record New York, N. Y. For Catalogs Mail pieces Sales and Style Announcements Counter Hand outs Package inserts for anything demanding pictorial treatment ART GRAVURE Printing is BEST IT COSTS LESS It is produced quicker It looks better Wewillgladly send to ad-vertising managers and agencies representing retailers or manufac-turers complete infor-mation or our salesmen will call Phonograph Record Helps Dealers Make Sales TWO primary factors influenced the Estate Stove Company, of Hamilton, Ohio, to try out last year a type of dealer help which has been extremely effective. In the first place, the product upon which they were then specializing, the Heatrola, a self-contained heating unit, resembles closely a cabinet phonograph. The product was handled largely by hardware and furniture stores, and according to the company practically all furniture stores in the country and a large proportion of hardware stores handle phonographs. The principal selling points of the Heatrola described as the new-day way of heating for homes, stores, halls, offices, etc., were boiled down and incorporated into a selling talk which was recorded in a phonograph record by a trained announcer. Tried out on several local dealers the idea took hold. It was gradually distributed to other dealers and later advertised in publications reaching the dealer, as part of the double-page copy. In order to eliminate waste it was decided by the company to make a charge to dealers for the record,...
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