get happens in your town and it happens in my town before every wedding must come a premiere the first chapter in these love stories that will carry on for years and years of happiness and is symbolic of a pledge that will be made this whereby nearly a million and a half couples the pledge to love and cherish to honor and obey the pledge to share a lifetime and build a heritage for new lifetimes to come the plans for all these marriages our plans to spend money for every marriage start a home and to start that home requires an issue of spending that's covered by savings gifts and carefully budgeted incomes in one hundred forty one these weddings will release for consumer buying millions of dollars from saving accounts alone to which may be added that money which is nearly diverted from salaries to make deferred payments on items purchased to give these new homes comfort and color and cherished self expression although weddings have a tendency to increase in june and october there are nevertheless thousands of weddings during the other months also and these tend to study this market more than we might realize these things they buy are large unit purchases that run well over one hundred dollars rugs and carpets to soften the floors chairs and couches and dining room tables and their six radios an electric refrigerators automobiles a ship of matrimony whether rich or poor is fitted out with the best gear the young people can afford for all these tangible evidence is of their thrift and their tastes are an expression of a vital inward resolution our home shall be beautiful because our love is beautiful and what about sterling silver what portion of these jealously guarded savings these carefully budgeted incomes will go for the purchase of sterling here is something that will truly give substance to their adoration something of use something a beauty and something to outlast everything except the love that brings these young people together yes how about sterling back in the one nine hundred twenty s they'll and mary who were planning to get married were face like thousands of other couples of that time with a budget problem that tax their ingenuity and their pocketbook with the problem of what to buy and how to spend and bill was wondering just how much he would have to lay on the line for knives and forks and spoons although they wanted sterling silver they thought they couldn't afford it and like so many other couples of that period they decided that plated where would have to do what twenty years ago sterling was only for the well to do bill and mary like thousands of other couples thought that for the time being their little home must be content with good plated where of course it wasn't true but they went out and spent money on items like furniture and rugs that cost even more than sterling yes the l and mary didn't know they were sure that the rich beauty of sterling was beyond their means their desire for its traditional lifelong prestige was surpassed by their desire for other less permanent things a heritage was within their gras and they passed it by because they didn't know they were waiting to be told but there was no one to tell them the rich people knew about sterling for it was a tradition in their families or they read about it in vogue  harper's bazaar in vanity fair back in the twenty's the dealer in solid silver and the manufacturer to rely on just this one market they upper income group the people who kept one or more servants that people would turn cars those dealers had not yet explore their entire market not found a means of developing this market or nobody had told the bills and mary's the entire story of sterling in their language truly there was a job of telling waiting waiting for somebody to do it in nineteen thirty eight the international silver company decided to t the international patterns with your own eyes the silver face from the start it was one of the outstanding success stories of radio and made this campaign to tell america about sterling silver a fact a from the very beginning with a national network that covered the entire country it took the story to millions of people every week using themas stars of stage and screen together interested listeners from your town and my town and tell them the story of sterling make them one international sterling and explain to them how easy it was to buy and then in nineteen thirty nine prompted by the suggestions of many dealers international sterling decided to expand this job of telling about sterling even further and so they made a thorough consumer survey seeking to find the magazine which would not only keep the sterling story in front of the people of high income but would take the story also to these other people these people who like mary and bill were waiting to be told one publication life emerged about on others and so in a magazine campaign that was different international brought the story of sterling to the smiths and the browns and the joneses and the o'briens in strong effective advertising they began to first make mr and mrs america have greater desire for sterling's beauty it's lasting usefulness its tangible expression of prestige and good taste second this advertising made them want international staling even national because its craftsman for generations had developed perfection in the exacting skills required to execute these patterns of widespread and lasting appeal and last of all and most important this advertising told these people that they could buy a sterling that sterling silver could they purchased on a budget plan or buy one place setting at a time making its purchase just as easy as the buying of runs of furniture of radios this advertising reached all over america and quickly captured the imagination of millions of potential buyers not only in life magazine but in brides magazine town and country and though they said spread the fame and heighten the prestige of international by the end of nineteen forty the international silver company had pioneered the advertising of sterling by a radio coverage that was reaching millions of people a national magazine campaign that made a day no millions of impressions on mr and mrs america the year this advertising began to affect the sale of all makes of sterling it opened up the heretofore unexplored market increasing sales building up profits and offering on told opportunities for the years immediately ahead what about nineteen forty one surely now is the time for further action advertising action action to tell this story in a better way action to tell the story in a bigger way action to spend more money telling the story action to tie this story even closer to the sterling silver dealer action to help him get a greater proportion of the consumer dollar action to grasp the new and large market and sell more sterling silver than has ever been sold with or action to create a new type of magazine advertisement action to bring an even greater audience to that great radio show the silver theater action magazine ads have been created unlike any that have ever appeared before bleed pages in a two color process called google tony life magazine every month additional blade pages in mademoiselle and black and white pages and brides magazine these advertisement appeal to a woman sentiment they sure how sterling silver can add character to our home and market as well for you want to repeat it all of these advertisement as well as the radio advertising telling women with international staling you will always know that your sterling was made by the world's foremost silver house that your pattern was designed by craftsman whose predecessors were creating spoons of coins silver one hundred years ago that pieces created by internationals present craftsman are treasured in leading art museums yes and this advertising tells women that international sterling is easy to buy and it tells them to go to th jewelers to see it and this call for action has resulted also in even bigger better more effective radio advertising international in nineteen forty one again presents the jimmy stewart and many others it will bring an ever growing audience of their listeners to hear the story international sterling this is the type of radio advertising that calls upon millions of people will visit your store and look at your international patterns there it is first a magazine campaign that in nineteen forty one will create thirty six million selling messages that reach not only the present market but that great new ever growing market in the middle income brackets second a radio program with a national coverage and local appeal which delivers one hundred and twenty six million selling messages throughout the year together gram total of over one hundred and sixty two million attention getting selling messages  thirteen million five hundred thousand selling message every mom sterling street twenty years ago it was just one street in your town and just one street in my town it was the street where the president of the bank lived it was the street where the owner of the biggest store was next door to play cribbage with the most successful doctor it was a street of quiet dignity and solid finance that was sterling straight twenty years ago but today sterling street is many streets in your town it's many streets and there are many of them in my town too it's not only the street where the grass is cut with a gardener it's also the street where the joneses play bridge with the smiths it's the street where the browns and the o'briens pay their rent and raise their kids and live modestly and have a lay it's the street there which you and i are going to bring a little more beauty a little more character and a little more pride for some of these people already have begun to buy sterling for instance hang in alice brown and wanted sterling for a long time but thought it too expensive too far beyond their means and then one night alice showed hang an international ad that had aroused their desire to bring more character into their home with sterling and add that made her want an international pattern an ad that explained about a budget plan that made the purchase of sterling as simple as the purchase of a new rug or couch and so the next saturday afternoon they went down to the jewelry store and asked to be shown some international styling patterns hank was still worried about the cost but when alice selected sirena day and when the salesman explained that this beautiful pattern with place settings for six people completely encased in the new romance chest could be delivered that very afternoon for a small and initial payment with the balance worked out on a budget basis that allowed him ample time to handle it hank decided that international staling was a good investment and investment in prestige and good taste and above all in pride and happiness for alice does it seem a minor triumph that one family helped by international and one dealer moved over distilling street it would be a small triumph if it stood alone but it doesn't it's an example of a new trend and in nineteen forty one this trend will grow and grow and grow more international is decided to give sterling silver our future upfront here has been pushed back there's a new horizon in front of us the future will erase and nullify every previous conception of what the sterling business in my town and the sterling business in your town should be truly there's an advantage to be gained from featuring international ste continental all designed with the senate artistry and beauty that make your customers want international we know they want to we know they can afford them we're going to move ahead in nineteen forty one our story will sweep across the country with a greater impact and carrying a greater conviction than ever before we have a national radio and magazine campaign that will send out millions of desire creating selling messages every month the greatest advertising and selling campaign in the history standing silverware this is national advertising ready and waiting to become local advertising for your store the instant you do one simple thing tyee in let the people in your town know that you carry this international sterling they've been reading about our advertising makes people want international here's how display international sterling in your windows and in your store they trade in your local newspapers distribute international sterling booklets to your customer when you do this you become a very part of this greatest of all campaigns to move more people than ever before