T he A
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u t o m a t ic
A
ge
15
In the Gum Trade
The A U T O M A T IC A G E is the recognized organ o f the gum
trade o f America
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How a New Gum Is
Introduced
Taking a city at a time, a Rich
mond manufacturer is steadily win
ning trade fo r his Honey-Fruit Gum
through very elaborate premium con
tests that are awakening widespread
interest in their products. They are
w orking a city at a time and the
campaign is in charge o f a contest
manager, who makes his headquarters
in the store o f one o f the prominently
located local dealers.
In these contests there are 3.1
prizes or premiums all o f which are
to be won within the two weeks dur
ing which the contest is run. This
holds interest unabated, and the pace
is both fast and furious. The re
wards go to the 31 who during the
contest period turn in the largest
number o f wrappers from Honey-
Fruit Gum. Dealers are barred as
the contest is limited to consumers
only.
The first prize is a complete radio
set, Colonial 5-tube model with loud
speaker, A. B. C. batteries, 5 De-
F orrest tubes, antenna lead in and
ground wires, lightning arrester and
insulator. The remaining 30 prizes
are evenly divided between boys and
girls, men and women. A prominent
make o f bicycle is the leading prize
in both classes, and fo r the boys the
other prizes include catcher’s mitt,
air rifle with pump action, fielder’s
glove, Scout knife and ten consola
tion prizes being the choice o f either
a Louisville Slugger baseball bat or
a National League baseball. F or the
girls and the women the other prizes
include a complete manicure set in
leather case, a leather hand bag with
© International Arcade Museum
mirror, a vanity bag, an umbrella and
ten consolation prizes o f Tre-Jur
Dorine. It was provided that in case
o f a tie, equal prices would be
awarded each contestant in the tie.
W indow displays were made o f the
premiums and
these were moved
each day to other dealers’ stores, so
that the boys and girls o f the entire
city might have a change to see what
the prizes were. Such displays draw
the crowds to the dealers’ windows
and stores and not only increase the
sales o f the gum therein, but stimu
late the dealers’ business by bringing
new customers into contact with the
store.
It is not expected that the amount
o f gum consumed during any two
week period would compensate fo r
the cost o f the premiums or the ex
pense o f conducting the sale. The
object has been to introduce the gum
and popularize it in that short' time
so that when the contest is over the
gum will be firmly established in that
local market. In this way they are
doing in two week’s time what it
would ordinarily take months or
years to accomplish.
In New Y ork
“ Have you got two front-row seats
on the aisle fo r tonight?”
“ Yep. Here you are,” said the
box-office man.
But the chap in evening clothes
frowned.
“ Keep ’em,” he said. “ The show
can’t be any good.”
Not That Kind
Bill A .— “ Do you like hamburger
balls?”
Bess W .— “ I don’t think I
ever attended one.”
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