100 alphabets for the show card writer

8/13/2019 100 Alphabets for the Show Card Writer

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One Hundred Alphabetsfor theShow Card Writer

A collection of the best alphabets used by the leading showcard writers, with many examples of show cards

and window signs for all occasions

FOURTH EDITION

CHICAGOTHE MERCHANTS RECORD CO.

PUBLISHERS


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Copyright 1913, 1914. 19|band 1919BY THE MERCHANTS RECORD COMPANY

All Rights Reserved

PRESS OFMERCHANTS RECORDAND SHOW WINDOWCHICAGO

)ci.Ar>j;i5H0

MfiR 13 1919


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INTRODUCTIONm

'T^HE MANY alphabets, showcards and price-tickets reproduced in thisportfolio have been selected from the hundreds that have appeared in

Merchants Record and Show Window during the past two or threeyears. They represent the best work of the country's leading showcardwriters. The alphabets cover practically every style of lettering that is now^in general use, and the cards and price-tickets will furnish a variety of sug-gestions as to lay-out, arrangement and decoration for cards and tickets ofall kinds.

The show window is now recognized as the store's best advertisingmedium, and the display man as one of its best producers. He has becomea recognized necessity, and his windows are the merchant's closest connect-ing links with the buying public. In these days of modern methods a retailbusiness stands or falls accordingly as the show window attracts or turnsaway prospective customers. It is a recognized business fact that the publichas come to judge the store by the show^ window.

Merchants Record and Show Window is a monthly journal devotedto the selling end of retail merchandising, and the major portion of the pub-lication is given over to the big problem of selling through the windows.Suggestions for displays, together with instructive articles by the country'sleading display men, and covering every branch of windov^ and interior dis-play work are regular monthly features. Elach issue is illustrated with aboutforty halftone plates showing reproductions of the work of the most expertdisplay managers and showcard writers. In every number there are depart-ments devoted to store equipment and arrangement, delivery methods, storeand window lighting, newspaper advertising, sales plans, etc.


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The matter which appears in Merchants Record and Show Window isalways seasonal. The information, suggestions and illustrations are publishedjust at the time they are needed. For examplethe Christmas number is is-sued at least two months before Christmas; the Blaster and Fall issues arealso published w^ell in advance of the season. This plan gives the readerample time in w^hich to make practical use of the ideas and suggestions con-tained in the journal.

A special feature is the beautiful full-color background suggestions, adifferent design appearing on the front cover each month. A completesketch and description of the construction and installation of the variousbackgrounds accompany, and afford an abundance of ideas. The designs arepractical and are being applied constantly to the show window by the lead-ing artists in the display profession, and, in addition to their adaptability tothe display window, afford an interesting study in color and color combina-tions.

Merchants Record and Show Window is the authority of the mer-chant, display manager, and advertising man and is continually used bythem as a source of original ideas, and a reference book. The subscriptionprice is three dollars a year.


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Youths'Spring Overcoals

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2 IIIIIIIMIMIIIIIMirilllMMIIIIIIIIIIIIIIIIIIIIIMIIIIMIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII[lllllllllllllllllllllllllllllllllllllllllltlilllllllllillllll

The Best BooksFor Retail Merchants Display Managers Card Writers Advertising Men

These books are filled with practical suggestions for attracting trade to the retail storethrough the medium of the show window, the card sign, advertisement, special sale, etc.You take no risk in any selections made from this list. It includes the best books to be hadon these subjects.THE ART OF DECORATING SHOW WINDOWS AND INTERIORS Cloth $3.50The most complete hook ever puhlished on window dressing and every branch of mercantile displaybased upon experience of the leading display men of America. 618 illustrations and diagrams.SALES PLANS Cloth $2.50A collection of 342 successful plans that have been used by progressive retail merchants in all lines toget more business. Fully illustrated.WINDOW CARD WRITERS CHARTS Cloth $L50A series of elementary lessons for the beginner in card writing. Beautifully illustrated in colors. Theyconsist of 17 heavy cards, 8}^xll inches in size, printed in six colors and bronze, together with 16sheets of specially ruled practice paper.

NOTE: The above Books are subject to a reduction of SO cents when Subscriptionto Merchants Record and Show Window {new or renewal) accompanies the order.

STRONG'S BOOK OF DESIGNS Leatherette $3.00(1917 Revise) Over 300 artistiiincluding 20O colored plates. show and card designs,

ART OF SHOW CARD WRITINGStrong Cloth $2.50209 pages, }2 alphabet platei, 256 illustrations. Bound inart linen.

FAUST'S COMPLETE CARD WRITER $L2SLessons and alphabets for the use of tirushes, marking,soennecken, payzant and common pens, air l>rushes and re-lief pencils.MODERN SHOW CARD LETTERING. DE-SIGNS, ETC. Thompson $1.00With 2,000 >right, clear-cut advertising phrases for displaysigns, ihow cards and posters.SHOW CARD WRITING SYSTEM $1.00100 pages. 198 illustrations. 26 alphabets, valuable charts.A complete shuw card writing system in 34 lessons.THE MODERN PAINTERS' CYCLOPEDIABy F. Maire Cloth $1.50Complete instructions on color mixing, color harmony,scenic painting, sign painting, varnishing, stencilings, etc.Over 100 illustrations.A SHOW AT SHO' CARDS Atkinson Cloth $3.00A comprehensive and practical work covering all the vari-ous branches of show card work. Profusely illustrated withalphabets and layouts for all kindi of show cards.SHOW CARD WRITINGA. E. Jlursl and C. J. Xowak Cloth $2.00Application of various types for mercantile purposes, new-est and )esf methods. Hints and pointers for practicalwork based un actual store card wninit,'-FAIRCHILD'S RAPID LETTERER Cloth $2.50

SHOW WINDOW BACKGROUNDSCowan. Illustrated. Cloth $1.50More than 15U background designs suitable for every occa-sion. Every detail is fully illustrated and fully describedwith complete text matter.GROCERS' WINDOW BOOK Ed. H. F/ii7i>/>,$1.00A compilation of practical displays for the grocery window.A complete collect inn of displays suitable for the variousproducts handled in the grocery department.KOESTER SCHOOL BOOK OF DRAPING

Cloth $3.00A complete treatise on drawing in all its branches. Nearly. iOO pages illustrated with over 1,000 drawings and photo-graphs.HABERDASHERYPLAYS AND CLOTHING DIS-$1.00(National Championship Entries.) Contains over 100 illus-trations showing the work of the foremost men in theprofession, together with background ideas for every monthin the year.PERIOD FURNISHINGS

Clifford, Illustrated Cloth $5.00An encyclopedia of historic furniture decorations and fur-nishings.COLOR VALUE Illustrated Cloth $1.00Explains the principles of color harmony and contrast. In-valuable to the decorator who wishes to produce correctcolor effects.SUCCESSFUL RETAIL ADVERTISINGBy J. A. MacDonald Cloth $2.00

Commercial alphabet constructions wLine engraving and air brush work,color harmony.ith brushes or pen.Color mixture and

SKETCHES OF DECORATIVE BACK-GROUNDS FOR THE SHOW WINDOWStauUup $1.0022 full pa^e drawingseach sketch accompanied by a fullpage description.

Contains 5O0 different subjects, 1,000 advertising phrases.The only book trtating of retail advertising exclusively.STORE MANAGEMENT COMPLETEFarnnytun Cloth $1.00RETAIL ADVERTISING COMPLETEForrvigton Cloth $1.00TALKS BY THE OLD STOREKEEPERl-arrinyton Cloth $1.00

MORE TALKS BY THE OLD STOREKEEPERfarringtoi, Cloth $1.00No merchant can afford to be without these Farringtonbooks. They are full of good, sensible suggestions on storemanagement, written in an easy, readable style.All Books Shipped Prepaid Upon Receipt of Price

BOOK DEPARTMENTTHE MERCHANTS RECORD COMPANY, Publishers431 South Dearborn St., Chicago, Illinois

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100 alphabets for the show card writer

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