Milford chronicle., 1936-02-21
SEARS PLANNING
FOR GOLDEN JUBILEE

Nine million five hundred thOus-
and dollars will be spent in the
newspapers of the United States in
1886 by Sears, Roebuck and Com
pany, according to an announcement
concerning the FIRMS Golden Jubilee
plans, issued Monday by General X.
E. Wood, president of the company.
The jubilee program will be the
most comprehensive prOmotional
and merchandising demonstration
in Sears history and, to reach its
goal, would involve: An increase of
about S60,000,000 in the cempanys
merchandise purchases. An increase
of about S7,000,000 in the company's
payroll expenditures. This program
for 1886 is based on a belief in the
continuation of the business revival
this year and in the maintenance of
improved farm conditions" General
Wood declared. The Sears newspa-
per advertising campaign will be
spread among S51 newspapers locat-
ed in Al states.
The statement showed that the |
big merchandising firm will make |
its 1886 merchandise purchases
from 5000 industries located in l.
800 cities and towns; that raw ma
terials used in the merchandise
will come from all 48 states and
that all but a fraction of one per
cent of the company's total mer-
chandise purchases will come from
within the United States.
The Sears Jubilee celebration
which will run through the entire
year of 1896 will revolve around
ong list of newly developed mer-
,handise created by the cOmpany's
working in collaboration
with its merchandise organization.
The plan underlying the celebra-
ion of the Golden Jubilee by Sears,
3oebuck and Company is fundamen-
ally a merchandising plan, .declar- 1
ID statement received by L. NJ. i
dcKay, manager of the Sears Do |
'er store from Frank NJ. JudsOn, S
etail merchandise manager of the f
irm. 1T has involved many months 4
f research and development and a 4
uying campaign that stands with a
ut a precedent in Sears history" h
he statement declared. THE items, o
to the comnany, which h
ave emerged from this campaign, I,
ill be exploited in the nine mil r
on five hundred thousand dollar
drive rs -Four Star Fea- h
lres' and Jubilee Specials We be- &
eve that the execution of this pro- =,
ram will break new ground in the II
istOry of cooperation between the 81
source and the dis W
nj
Scars decision to advertise its r
olden Jubilse almost exclusively s,
newspapers evolved from the bl
experience with almost cr
rery type Of selling medium since "a
started opening retail stores eleY- or
! years ago, according to G, w. se
general advertising 10
anager. Results have demonstrat-
to our satisfaction that the news ad
lper is by far the most effective ON
edium for the promotion Of our ~.
tail sales,T Mr.. Cunningham said. an
,ur confidence in this conclusion in
demonstrated in a most practical On
ny by our Jubilee advertising ap-
opriatiOn.' nj,
Sears Golden Jubilee marks the s,r
tn anniversary of the firms foun- M,
lg in 1886 in North Redwood, co,
nnesota, by Richard w. Sears, ov,
e company moved to Minneapolis 81,
later TO Chicago where il be-
ne the worlds largest mail order br,
use. Since the inception of its 4
iin of retail stores in 1925, it has SUI,
lOme the worlds largest distribu- val
Of general merchandise. Richard mi,
lrs retired from the firm in 1909 no,
the late julius Rosenwald SER me
as president from then until snr
and as chairman of the Sears ron
rd OF directors General r. =. foo
cd has been president Of the taf,
lpany since 1928. According to az
NJ. Mckay, manager Of the Sears cen
-er store the Dover unit win par Toe,
nate in full with the company's swe
den Jubilee program. Many an as
he said. will come and
3 concerning the details of this ma,
gram as It is to be carried out The
his section. incc