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Current Advertising by M.R.D. Owings THE International Harvester Company has adopted a new, uniforin, standard trade mark for all its manufactures. It is a plain, simple monogram composed of the three letters I. H. C. It will eventually be stamped on all its implements and parts. In the advertising and general literature of this Company the monogram will be in outline, but on the manufactured goods it will show in a transfer the various cereals which pertain to har¬ vesting. This distinctive mark was adopted for the purpose of enabling anyone to easily identify I. H. C. machines or repairs, to protect customers from buying spurious parts that may not fit I. H. C. machines, and also to protect ourselves from having agents return to us repair parts other than our own. ffi That this trade mark may become quickly and widely known is vitally necessary. ® The Advertising Department has already under way an aggres¬ sive campaign of publicity. A genial little Farm-Sprite was created who, through well- written verse, leads an unprogressive farmer to "Thriftland." He is Prosperity, "Prospy" for short, and the theme of his allegorical story is the necessity of looking for the I. H. C. trade mark on all machines. As a starter, 1,000,000 copies of this attractive booklet are being distributed. ® In addition, 500,000 post-cards with "Prospy's" picture and emphasizing the I. H. C. emblem are being distributed at fairs, or mailed out, and approximately a half million buttons, scarf pins and watch fobs are being sent out and distributed at State Fairs and mailed to possible customers. ® To supplement this, double-page colored advertisements are running in the trade journals, and a blanket campaign of nearly 300 agricultural papers is driving the new emblem home to all who are on the farms. % The change in patterns, exclusive of this publicity, will require the expenditure of a large amount of money. ® It is a big, important step, and every International Harvester man and every Inter¬ national Harvester dealer should join in and carry on this publicity campaign. ® Keep in mind that " Prospy" is only a means to an end, and while he may create interest and a smile, the advertising is not for him, but for the I. H. C. trade mark. ADVERTISING is the great, ever present, silent assistant to the salesman. It goes ahead of him to the farmer. It penetrates where a salesman can never go. It whispers into the farmer's ear when he is at leisure. It catches him when he is reading on Sunday. It wins over the women of his house. It educates him to realize his needs, and it teaches him how to fill these needs. It spends years silently, persuasively leading up to the final order. ® Your machines are introduced, and your sale is partly made before you see your customer. ® This written co-operation with you is varied and persistent. ® You may not have followed it. You may not know what we are doing, but we are sending buyers to you all the time, we are educating other buyers to welcome your visits. ® We are teaching them that I. H, C. machines stand for reliability, and that our men stand for integrity. ® How we do this will be told you in subsequent issues on this page. 19
Object Description
Title | The Harvester World: Volume 1, number 1, October 1909 |
Object Type | Periodical |
Language | English |
Source | McCormick Mss 6z |
Electronic Publisher | Wisconsin Historical Society |
Physical Description | 5.75 x 8.5 inches |
Electronic Publication Date | 2008 |
Year | 1909 |
Volume | 001 |
Issue | 01 |
Date | 1909-10 |
Rights | © Copyright 2008 by the Wisconsin Historical Society (Madison, Wisconsin) |
Series | The Harvester World ; v. 1, no. 1 |
Format | TIF |
Description | Harvester World magazine was first published by International Harvester Company in October of 1909. From 1909 to 1946, Harvester World functioned primarily as an employee magazine, carrying news from various factories, branch houses and dealerships around the world. The magazine included biographical sketches of employees; notices of retirements and promotions; announcements regarding new company initiatives or building projects; and a variety of other news relating to nearly every facet of the company’s world wide operations. The magazine was published by the company’s Advertising Department, and also functioned as a way for headquarters to communicate with dealerships. In 1946, the magazine was redesigned and eventually shifted from an employee magazine to a more customer-oriented focus. By the 1950s, most Harvester Articles were human interest stories centering on the people and organizations who used International Harvester products. At the same time, photography became an increasingly important element in the content and presentation of the magazine. The magazine was discontinued in 1969. |
CONTENTdm file name | 7293.cpd |
Date created | 2018-11-20 |
Date modified | 2018-11-20 |
Description
Title | page 19 |
Object Type | Periodical |
Source | The Harvester World, October 1909 |
Page Number | 19 |
Electronic Publisher | Wisconsin Historical Society |
Physical Description | 5.75 x 8.5 inches |
Electronic Publication Date | 2008 |
Year | 1909 |
Volume | 001 |
Issue | 01 |
Date | 1909-10 |
Rights | © Copyright 2008 by the Wisconsin Historical Society (Madison, Wisconsin) |
Series | The Harvester World ; v. 1, no. 1 |
Full Text | Current Advertising by M.R.D. Owings THE International Harvester Company has adopted a new, uniforin, standard trade mark for all its manufactures. It is a plain, simple monogram composed of the three letters I. H. C. It will eventually be stamped on all its implements and parts. In the advertising and general literature of this Company the monogram will be in outline, but on the manufactured goods it will show in a transfer the various cereals which pertain to har¬ vesting. This distinctive mark was adopted for the purpose of enabling anyone to easily identify I. H. C. machines or repairs, to protect customers from buying spurious parts that may not fit I. H. C. machines, and also to protect ourselves from having agents return to us repair parts other than our own. ffi That this trade mark may become quickly and widely known is vitally necessary. ® The Advertising Department has already under way an aggres¬ sive campaign of publicity. A genial little Farm-Sprite was created who, through well- written verse, leads an unprogressive farmer to "Thriftland." He is Prosperity, "Prospy" for short, and the theme of his allegorical story is the necessity of looking for the I. H. C. trade mark on all machines. As a starter, 1,000,000 copies of this attractive booklet are being distributed. ® In addition, 500,000 post-cards with "Prospy's" picture and emphasizing the I. H. C. emblem are being distributed at fairs, or mailed out, and approximately a half million buttons, scarf pins and watch fobs are being sent out and distributed at State Fairs and mailed to possible customers. ® To supplement this, double-page colored advertisements are running in the trade journals, and a blanket campaign of nearly 300 agricultural papers is driving the new emblem home to all who are on the farms. % The change in patterns, exclusive of this publicity, will require the expenditure of a large amount of money. ® It is a big, important step, and every International Harvester man and every Inter¬ national Harvester dealer should join in and carry on this publicity campaign. ® Keep in mind that " Prospy" is only a means to an end, and while he may create interest and a smile, the advertising is not for him, but for the I. H. C. trade mark. ADVERTISING is the great, ever present, silent assistant to the salesman. It goes ahead of him to the farmer. It penetrates where a salesman can never go. It whispers into the farmer's ear when he is at leisure. It catches him when he is reading on Sunday. It wins over the women of his house. It educates him to realize his needs, and it teaches him how to fill these needs. It spends years silently, persuasively leading up to the final order. ® Your machines are introduced, and your sale is partly made before you see your customer. ® This written co-operation with you is varied and persistent. ® You may not have followed it. You may not know what we are doing, but we are sending buyers to you all the time, we are educating other buyers to welcome your visits. ® We are teaching them that I. H, C. machines stand for reliability, and that our men stand for integrity. ® How we do this will be told you in subsequent issues on this page. 19 |
Format | TIF |
Full resolution | Volume570\3_IH160021.tif |
CONTENTdm file name | 7285.jpg |
Date created | 2018-11-20 |
Date modified | 2018-11-20 |