Arizona republican. [volume] (Phoenix, Ariz.) 1890-1930, 1904-01-23
MORE CALENDARS GIVEN AwAw
And the Artistic Quality Of Those Used
for Advertising is Improving.


More advertising calendars than ever
are being given away this year, ac-
cording to the manager of one of the
biggest firms manufacturing them in
this country. And not only are more
given away, but their artistic quality
is growing better all the time.
Few advertising schemes have be-
come more popular both with the ad-
vertiser and the patron than the cal
endar. Years ago when the scheme
was first tried, advertisers we're salts
fled to mount the calendars on bit
of cardboard which bore perhaps only
a little printed matter and a compare
lively inexpensive cut of some kind.
They were cheerfully accepted and
hung up in offices. The big figures of
the calendars made them just the thing
for offices and advertisers realized that
in no better way could they reach their
patrons.
And so it has come about that con-
Germs of all kinds and, especially
banks and insurance companies, have
come to realize that the advertising
calendar puts the name of their enter
prise directly into the minds of the
individuals they are after.
With the appreciation of the adver-
Using value of the calendar there has
been a constantly increasing demand
for something better until the old plain
advertising cards have given away 70
Illustrations more artistic and expen-
sive, to be used by big firms that can
afford them. The old time cards have
not yet disappeared. but the public has
found that prettier ones can easily be
obtained and the less ornamental adj
vertising calendars are apt to be
thrown away.
Banks. the calendar manufacturers
say, are the hest patrons they have.
Next to them come the insurance COM
panies and then the brewers and the
patent medicine men.
Advertising of this sort is expensive
but the increase in the business is
good proof that those who have tried
1t consider that it pays. Nowadays Il
large calendar of comparatively sim
pie design costs about five cents to the
man who gives it away. Some of the
most expensive cost about 80 cents a
piece.
The demand for calendars comes not
only from all over the country but from
Europe and even Australia as we'll
and a good percentage of all the adver-
sold right here in New York.
Most of the calendars have expensive
coloring or contain a we'll executed
picture. One firm in this city makes a
specially of reproducing in color oil
paintings by we'll known artists of the
present day. 1t was not an easy task
at first to get a good artist TO allow his
work to be used for advertising pur-
poses but the manufacturers say the
good results obtained by the color pro-
cess of today and the feeling on the
part of the artist that perhaps the
free distribution of reproductions of
good pictures may help in educating
the masses in art have overcome the
prejudice against the advertising feat
ure.
A certain company in this city dis
tributed last year more than half a
million calendars. A common order
with fire insurance companies is rs
900, although some far exceed this fig
ura,
One firm which ordered 1850 last
year has increased it's output $4,000
for 1894. The western brewers are
waking up too. and several big orders |
from them for expensive calendars |
have been filled here.
But the excellence of the pictures on |
the calendar cards has it's drawbacks. |
4 firm which spent a lot of money last |
year for it's pictures learned that its !
calendars were being mutilated and /
that the pictures were being framed.
This year it sent out with the reg
ular calendar n separate copy of the /
color print. TO be framed. and it is |
hoped that the mutilation of the cal
endars will stop.-New York, Sun.