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One Hundred Alphabets

for the

Show Card Writer

A
collection of the best alphabets used

by the leading show

of

card writers, with

many examples

show cards

and window signs

for all occasions

FOURTH EDITION

CHICAGO
THE MERCHANTS RECORD
PUBLISHERS
CO.

Copyright 1913, 1914. 19|band 1919

BY THE MERCHANTS RECORD COMPANY

All Rights Reserved

)ci.Ar>j;i5H0
PRESS OF

MERCHANTS RECORD AND SHOW WINDOW

CHICAGO

MfiR

13 1919

INTRODUCTION
m
'T^HE

MANY

alphabets, showcards

and

price-tickets

reproduced

in

this

portfolio

have been selected from the hundreds that have appeared

in

Merchants
years.
writers.

Record

and

Show Window
work
of

during
the

the

past

two

or

three

They

represent the best

country's

leading

showcard
is

The alphabets cover

and the cards

practically every style of lettering that

now^

in general use,

and

price-tickets will furnish a variety of sug-

gestions as to lay-out, arrangement and decoration for cards

all

and

tickets

of

kinds.

The show window

is

now

recognized as
its

the

store's

best

advertising

medium, and the display man as one of

a recognized necessity, and his

best producers.

He

has become

windows are

the merchant's closest connect-

ing links with the buying public.

In these days of

modern methods a

retail

business stands or

falls

accordingly as the
It

show window

attracts or turns

away

prospective customers.

is

a recognized business fact that the public

has come to judge the store by the show^ window.

Merchants Record and Show

to the selling
lication
is

Window

is

monthly journal devoted

end of

retail

merchandising, and the major portion of the pub-

given over to the big problem of "selling through the windows."

Suggestions for displays, together with instructive articles by the country's

leading display men, and covering every branch of windov^ and interior dis-

play

work

are regular monthly features.

Elach issue

is

illustrated

with about

forty halftone plates

showing reproductions of the work of the most expert

In every

display managers and showcard writers.

number

there are depart-

ments devoted

to store

equipment and arrangement, delivery methods, store

sales plans, etc.

and window

lighting,

newspaper advertising,

The matter which appears

always seasonal.

in

Merchants Record and Show

Window

is

The

information, suggestions and illustrations are published

just at the time they are needed.

For example

the Christmas
Blaster

number

is is-

sued

at least

two months before Christmas; the

and

Fall

issues are

also published w^ell in advance of the season.

This

plan

gives

the

reader

ample time

in w^hich

to

make

practical use of the ideas

and suggestions con-

tained in the journal.

A
different

special feature

is

the beautiful full-color

background suggestions, a
month.
of

design

appearing on

the

front

cover each

A
the

complete
various
are

sketch and description of the construction

and

installation
ideas.

backgrounds accompany, and afford an abundance of

practical

The designs

and are being applied constantly

to the

show window by

the lead-

ing artists in the display profession, and, in addition to their adaptability to

the display window, afford an interesting study in color and color combinations.

Merchants Record and Show

chant,

Window

is

the authority of the meris

display manager,

and advertising man and

continually

used by

them as a source of
price
is

original ideas,

and a reference book.

The

subscription

three dollars a year.

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Fancy
2^
s/?ee/s paper 2.^ eni/e/opes /or

Boxed Statio nery

\

154

S"
Special Selling

Mens Spring Suits

L/nusaa/ Va/c/es

es
in all Lhe rich

Gi/'is

new

for Ihc \coLino' yii'l

-!

i
in
v
-.

a ^Tcat \'aricly

coloring's
:

of praclical and
daintx" sul^jccls.

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ie

show a greaf variety

of different

models

in this

always popular garment"

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he tlirijU liousowife inlorosled in comjbrlcis and blniikcls should t.ikc ad\ niilu^c o[ lhe values oJYiMVil in lhe aiituui'l

SeplcmbcM- sale.

Quolitii
is

our first-

apparel aster /or men and

bor>s

consideration
anso////o/f/ correct

ho ncn\i\st

creations
inininoi;>'

in s|>rin<>

flO,

Wbiiie.ii's
p|

thread silk

fosiery
"

^1

Milline ry

/ o/ k/f oyf/s
1

a/zf/'

^^' rrr<u/u/ar\y

oft Mtr/e

10

a(,per/MC/r' f^/yi"

/.>,//...

or the best of fGct

ol \

EASTEI^

our now Eastpr

PBNING
Tine fdsKion event
of the entire

0()V\11
Jear

6Karmiug exaniplcj

of tkc latent
5prin2r 1^^51110115
Ijou'll

ctijoL/cKoo5inq

from this splendid

collcctioiv
-^

ft

Cmc
lall IS

password
tins

ol lasliioii

cictyiiicc

^^^ Here arc

" ^^

suits ol a rulmcss

not seen

III

iiiaiix'

a!>tcr31lillinrr

Sp ring Footw e^ir

Wis^e buL|Ci>"
well to butj
will

I
varictv ot sfvlcs ah
iittGrcstinq

do

several pairs at these prices

prices

(yfrays ot
in

all

soris

overcoats

aovci ulstet^;

Iways dresr'
y -the cold
-

lays comin

Ka>.ve a.

'motor- ulsta^

"vr

Z*

Sanditz

MEN
\vliosc clonics
ai'c

(?/vpeWouses
bona lit
lie re

arc alwciijs-

wcliarcssGa
2

Clt(nzcV/ve///__

"Uoliday

yNectewear
Ti/cJu-

/vQver oe/vre
va/i/ef

a^
3oxec/
Gr-a6's

75^^
ii

New Arrivdly

fop

street
we<ip</

!0^'

'^...

<*

.t

'

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^^5uAliuni4
Women;r> Tailorec^

FOR.

FALL

-ilftlj ^fo.

Early;,

Sno\v'inpf
of

ADVANCE STYLES

{or

FAL L-

1:-

';

J^/r va/i/ej //? mens si/mmer

apparel

lO
Eor Merv's
II6&P
a^r^dL 4 18

^^^

o
;ou.
to
^

s p r iiv
livviici.L
Liv aiiil

peiviix
ou.i-

f/7

a,r

cotue

ex-anviite

nvaivy txov

ofioimc^s"

itv

all tlopai tincixl-T

special

S\U'XvooL
Blouses

Geor^tte Crepe

*4^-
r'^

jenuitte

^maire (9pera ^la55C5

for ^ift ^vin^ \vin

re/ic

oves-

-sSS^^pt!

s^
i'\

"Gallic for price

ccrtaintcj of stule

m
xjQx o^x\.

y\ woman Ocsi^nine^
J

correct
arcat vartctij to

^\V^

rocks couia

cBoo5c from

not pave lpougr)f o\

smarter
ficrc qoufiavc
tfic l^asic

s5tiile5

tpan

tpe

ones wpicr) \^e\\\

t6ca of ctflcar sclft'u^

'^hnei/ refuHcfed is

apariofit

snow

tni5 cLtspLau

Underwear
Uou'll find
larly well

ITlGns

us particuprepared in
this season,-

OvercodLts
III

jFcw

men

s^ivc

ctxoug'n.

underwear
the right

attention to tkc buijmg

sort at riqht

of AW overcoat thoii;^h for five montltJ

it

prices

dom-

yUe<:e Pure Worsted

inates thciV 5trcct clotl\c5.

UwioM Suits

7^^

df"^ ct

/iw

g^ooc/ ones

at

t35P

40

i\ mail ccrfaiicly^
\s

?ri7c

Service
trjc

going 5ontc"w^cit

rcitderca
I7C

cusbuicr

goes out o\ this store

\vitf)Ouf jcar
oj-

pcrc mcoits more tbaiL

tbe exckiu^c of iicouei|

31 stands
^Iji* ffliialifp

for

Soartcsi), fliltctitioitj
^roiriplite55.

of

tSe

vvortmaits^ip
I7C

t^e suit

^a5 just

iit

patience in

fitlintj

cxj:} ifie

purc^asc^

wirfingncss to x\c^\ mx

uuinlenttonoi wrott C>

9'/3 "! 2 -2/2 pr-!

The
Annual

January SaleseWhite Goods

afford an unusual opportuni\v to replenish Household Lmens at great savinOs,

Genuine Diamonds

Out of Pawn
1^ S^cct ^e4xrls

Genuine Diamonds One -Half

Regular Value

^^iilar Price

oo

65.

98r

(!^fC oupse
i^/here
<J^uo^A <Jrac{es

lhc&eae>on&
in top-coa1::>

mxu^ he oiher a^ (food

t^/Ae ac/ianlay^e

of<Si^^ione

^loihes Lees

in iAe S^rice^.

^av men oj 6 oocl la->tg .

'

Brii)aj
and
\v\\\\

it

back
it

ivc II II

maKe ike

ricilit ru)i

a refund of uour monctj.oran cx'cHanQC, and either ivith a $mtlc.

Misses'
Fashionable

Men's

Based
Quality
you
Will

Men's

Oifords
mate your owa comparisons be as critical as you pleasehere are the best

Net Dresses
(or

Shirts
'Shese are excep tional values

Daace,
Graduation
ot

pet

here more

Class

Day

value and
greater

we have ever shown at this price

the best

ns.

^-Values
ever shov^ri

purchasmp^ power than elsewhere

AMMual (DaMuary ClearaMce Sales

c/fvtMual Saviuary

W'^^ite 9ales

Soiled

Xeckwear

Cnforo/aerY

25^
SO^yif/i/es^

2S^vdi/ue

rfi;.rJANUARY Sales ^ White

Goods

NOW

IN

PROGRESS.
Clearance Sales

^t^;:r JANUARY

arc now \\\ ilill swin^ Radical Price Rcduclions^ lKroLr4!K)ut the eati'rc store.

5unimcr
brina*- witli
it

a bitquuj

\or cool

cLimtiL_h.it5

5iu:ii

a5 wc now

have to *>liow

all

Neckwear
Gf feces

\yVaat

75^

Sale To-Dav
|8oo and
tIOoo

Svi n\ rr\<e r
\JiSr^TtvJ^c 5?^

dretor\r\eS
and
in-

cnai5sance

Lace Curtains
Suggestions for Cool Comfortable
evprni\c

}485

wi^rm weather

Furnishings

Dostors

Most

Popular

Lc^c

Curtain

Special

i\C
iVorR

ySIVG Vc

odcs
de/i'^Qers

(hampa^Qc
Special

"Hot

Poiote dc Arabc

.^me^te^vs foremost

and our oujq Luorkroorn

Sfca^>

r~\

.^-j.

,3)

Splendid

110

Vakc

nc^^.

Youths'

Spring Overcoals
C/nusaa/ i^a/aes

15
c/ldvance Showia^r^

1^16 Spring'' Blouses

IJDur ear/y inspection

Cherts

^all Overcoats
7^

is mvitecC

Envelope Chemises 85^

Superior in quality anl
effectiveli^

9x/2/'ootr

TSodtf T3russels 'Rug

trimmed

u)ith

lace ax^6.

embroider^

26-incln

6^ ) i/ear p/zes

l^dnd-mado All-silk Shantuna

25+ 384 50+

8

2!IIIIIIIMIMIIIIIMirilllMMIIIIIIIIIIIIIIIIIIIIIMIIIIMIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII[lllllllllllllllllllllllllllllllllllllllllltlilllllllllillllll

The
For Retail Merchants
These books are

Best Books
Card
Writers

Display Managers

Advertising

Men

filled with practical suggestions for attracting trade to the retail store through 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 had on these subjects.

THE ART OF DECORATING SHOW WINDOWS AND INTERIORS

The most complete hook ever puhlished on window dressing and every branch
based upon experience of the leading display

Cloth $3.50 of mercantile display

men

of America.

618 illustrations and diagrams.

Cloth $2.50
all

SALES PLANS A collection of

get

more

342 successful plans that have been used by progressive retail merchants in business. Fully illustrated.

lines to

WINDOW CARD
A

WRITERS" CHARTS

Cloth $L50

series of elementary lessons for the beginner in card writing. Beautifully illustrated in colors. They consist of 17 heavy cards, 8}^xll inches in size, printed in six colors and bronze, together with 16 sheets of specially ruled practice paper.

NOTE: The above Books

to

are subject to a reduction of

SO

cents

when Subscription

Merchants Record and Show Window {new or renewal) accompanies the order.
Leatherette $3.00 show and card designs,

STRONG'S BOOK OF DESIGNS

(1917 Revise) Over 300 artistii including 20O colored plates.

SHOW WINDOW BACKGROUNDS

Cowan.
sion.

Illustrated.
detail is fully text matter.

Cloth $1.50
illustrated

More than
Cloth $2.50 Bound in

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ART OF SHOW CARD WRITING

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Every with complete

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GROCERS'
A A

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FAUST'S
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Ed. H. F/ii7i>/>,$1.00 compilation of practical displays for the grocery window. complete collect inn of displays suitable for the various products handled in the grocery department.
Cloth $3.00 complete treatise on drawing in all its branches. Nearly pages illustrated with over 1,000 drawings and photo-

WINDOW BOOK

Lessons and alphabets soennecken, payzant and

pencils.

the

common

use of tirushes, marking, pens, air l>rushes and re-

KOESTER SCHOOL BOOK OF DRAPING

A
."iOO

MODERN SHOW CARD LETTERING.

SIGNS, ETC.
With
signs,

DE$1.00

graphs.

Thompson

2,000 !>right, clear-cut advertising phrases for display ihow cards and posters.

HABERDASHERY AND
PLAYS

CLOTHING

DIS$1.00

SHOW CARD WRITING SYSTEM

100 pages.
198

$1.00
charts.

illustrations.

26

complete shuw card writing system

alphabets, valuable in 34 lessons.

(National Championship Entries.) Contains over 100 illustrations showing the work of the foremost men in the profession, together with background ideas for every month in the year.

THE MODERN PAINTERS' CYCLOPEDIA

By
F. Maire Complete instructions
painting,
sign
illustrations.

PERIOD FURNISHINGS
Clifford, Illustrated Cloth $5.00 An encyclopedia of historic furniture decorations and furnishings.
etc.

scenic

color mixing, painting, varnishing,

on

Cloth $1.50 color harmony,

stencilings,

Over 100

COLOR VALUE

Illustrated

Cloth $1.00
contrast.

A SHOW AT SHO' CARDS

A

Atkinson Cloth $3.00

comprehensive and practical work covering all the various branches of show card work. Profusely illustrated with alphabets and layouts for all kindi of show cards.

Explains the principles of color valuable to the decorator who color effects.

harmony and
wishes
to

In-

produce correct

SUCCESSFUL RETAIL ADVERTISING

By
J.

SHOW CARD WRITING

A. E. Jlursl and C.
J.

A. MacDonald
5O0
different

Cloth $2.00

Xowak

Contains

Cloth $2.00

The only book

subjects, 1,000 advertising phrases. trtating of retail advertising exclusively.

Application of various types for mercantile purposes, newest and !)esf methods. Hints and pointers for practical work based un actual store card wninit,'-

STORE MANAGEMENT COMPLETE

Farnnytun
Cloth $1.00 Cloth $1.00 Cloth $1.00

FAIRCHILD'S RAPID LETTERER

Commercial
Line
alphabet engraving and
air

Cloth $2.50

RETAIL ADVERTISING COMPLETE

Forrvigton
l-arrinyton

constructions w brush work,

ith

brushes or pen. Color mixture and

color harmony.

TALKS BY THE OLD STOREKEEPER

SKETCHES
StauUup
22
full

OF DECORATIVE BACKGROUNDS FOR THE SHOW WINDOW

pa^e drawings page description.

MORE TALKS BY THE OLD STOREKEEPER

farringtoi, No merchant can afford
books.

Cloth $1.00
to

each

$1.00
sketch accompanied by a
full

be without these

They are full of good, sensible suggestions on management, written in an easy, readable style.

Farrington
store

All Books Shipped Prepaid Upon Receipt of Price

BOOK DEPARTMENT

THE MERCHANTS RECORD COMPANY,

431 South Dearborn
St.,

Publishers

Chicago,

Illinois

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