1938 Advertising

by Mark A. Nye
Issue No. 239 - March 1993

In an article published in the December 1938 issue of Crockery and Glass Journal reviewing 1938 activities, and reprinted elsewhere in this issue, reference was made to the major glass companies competing plans for national consumer oriented advertising campaigns. The Cambridge Glass Co. was included in this group and an advertisement in the March 1938 issue of China, Glass and Lamps outlined to the trade their plans. Retailers were told:

"Time Your Merchandising! When the spotlight of national advertising stresses the crystal brilliance - the design - and the craftsmanship in individual Cambridge pieces ..."

The ad then went on to state what lines were to be advertised during April, May and June and in which magazines. During April 1938, Epergnettes - Exclusively Cambridge - were to he advertised in Ladies Home Journal, illustrating the #1589 epergnette, and Cut Rock Crystal in House and Garden showing the new cutting. Broadmoor. Also new that spring were the cuttings Vesta and Whitehall.

The etchings Rose Point, Elaine, Portia and Diane along with Candlelight and Wildflower were featured in the May issue of American Home, while Cut Rock Crystal was advertised in House Beautiful.

During June, etchings were again promoted, this time in Ladies Home Journal. The etchings were shown on goblets: Rose Point on #3121; Elaine on #3500 Gadroon; Portia on #3126; and Diane on #3122.

Later in the year, in the September issue of China, Glass and Lamps, retailers were once again reminded to:

"Time Your Merchandising with Cambridge Advertising.

"Fall brings renewed opportunity for sales of hand-made glassware - and Cambridge increases that opportunity for its dealers by making October the feature month of the season in Cambridge advertising.

"It is a month when special emphasis on Cambridge in your glassware merchandising will reward you with profitable volume.

"Many of your customers who want finest hand-made glassware will call for Cambridge Caprice and Hand Cut Rock Crystal featured in October and November national advertising. By timing your merchandising to coincide with Cambridge advertising - by creating special displays of the Cambridge designs that millions will see in their favorite magazines this fall - you will naturally direct more sales of this high grade glassware to you store."

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