Classic Mode

Coin Machine Journal

Issue: 1933 May

May-June,
1933
T H E COIN M A C H I N E J O U R N A L
11
‘Tut ON a GOOD SHOW
In d u s tr y L e a rn s W h a t A r t a n d P r in te r ’s I n k
G a n D o to G e t P r o d u c ts O v e r
• Always a lavish user of advertising
the coin machine industry has, within
the past few months, begun to take
its place among those users whose ad­
vertising measures up with the out­
standing examples of creative art. For
a great many years coin machine ad­
vertising dealt more or less with ex­
travagant pictures and still more ex­
travagant claims regarding merchan­
dise and what is was supposed to do.
That is not to be wondered at as it is
the natural course that every indus­
trial development goes through. Those
manufacturers whose products have
reached the standard of perfection
that should prevail in the industry
have begun to find ways to present
their machines and service that ac­
tually tell the story in an attractive
and straight-forward manner.
Several campaigns that are now be­
ing conducted in the trade are attract­
ing widespread attention not only in
this industry but in the advertising
world. For originality and good mer­
chandise sense these campaigns stand
out as among the finest that the coin
machine industry has produced.
Hamilton Blazes a New Trail
Particularly striking is the cam­
paign of the Hamilton Machine Com­
pany who have recently announced
the new E-Z Aces game. The original
Hamilton Manufacturing Company
made a place for themselves in the
salesboard world with a generous use
of printer’s ink and clever selling ideas.
With this background of experi­
ence, the newly organized Hamilton
Machine Company, an affiliate of the
Hamilton Manufacturing Company,
set about to introduce in the shortest
time possible a new game in a highly
competitive market.
Does Job Right
Having satisfied themselves, after
three years of experimental work and
investment of a large sum of money
in development, that they had a game
of outstanding merit, Graff Wolfe,
president of the company, and Jack
Miller, advertising manager, together
with their, staff of engineers, launched
into an advertising campaign, the like
of which the industry has never known
before. Almost over night the indus­
try awakened to the fact that some­
thing new and big was going on.
The campaign started with a bang.
T he C oin M achine J ournal and
other publications appeared with four
page ads in color and the operators
began to receive in their mail adver­
tising material that not only was a
work of art, but presented the story
as probably no other similar story
has been presented; and with selling
ideas that served to convince the trade
that here was an organization with
something that would put money in
their pockets while rendering a serv­
ice to the public at large. Every de­
tail of this campaign from the letter­
heads and mailing envelopes to the
most elaborate specially designed
mailing pieces has been worked out to
attract attention.
‘ Unusual Display in Advertising
The first mailing piece consisted of
a handsomely prepared 12-page book
in a heavy cardboard cover. Although
a three-color plate was used on the
cover the work was executed in such
a manner as to give the effect of sev­
eral colors. Careful attention was
given to reproducing the machine and
high grade photography was used to
show how it worked. The center page
presented the machine in its full color
scheme. This astounding piece of
work representative of the type of ad­
vertising that such concerns as Tif­
fany might put out made a lasting
impression on the trade that here was
something new and different.
Makes Profound Impression
Profound as this first announce­
ment was the followup mailing piece
was so strikingly different that opera­
tors could not believe their own eyes.
For, in the course of two or three days,
they received in the mails a folding
piece that simulated a deck of cards.
On opening the envelope the operator
was greeted with a specially cut-out
folder of 16 pages on heavy card­
board stock. The back of the folder
was engraved similar to the back of a
playing card, while the front of each
page presented a different story about
E-Z Aces.
This mailing piece, a die cut job
as it is known in the advertising world,
unfolded like an accordion and was
so striking in its appeal that those
operators who had not already re­
sponded to the first appeal got busy
to find out what all the noise about
E-Z Aces meant.
Includes Appeal to Players
Still another surprise was in store
for those operators who saw fit to
order these games, for Hamilton had
already gone ahead and anticipated
pieces taken from campaign conducted by Mills Novelty Co., featuring Beer as a stimulus to Musical instruments, Bells, Games and food­
stuffs venders, each outstanding in its originality and artistic appeal. 12 and 14. Two striking mailing pieces used by Rock-ola Manufac­
turing Corp. No. 12 was a complete catalog while No. 14 was an outstanding piece from the new Scale series featuring Featuristic and
Loboy Scales.
•
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THE COI N M A C H I N E J O U R N A L
In t r o d u c in g
THE GAME
A
NICKEL is inserted in coin
slot and button pushed that immediately
clears all hands, throwing card discs out of
sight under colored glass in center of table.
The shuffle handle is then turned shuffling
cards thoroughly. The dial at shuffling
handle is then turned to DEAL, and play­
ers, each at their own station, press the
five buttons that are located in top panel in
front of them and the dealing lever deals
each player the desired five cards.
One to six players may participate at
the same time and a direct decision made
for all players within sixty seconds.
In Draw Poker the dial is then turned
to DRAW , each player discarding the un­
desired cards by pressing buttons oppo­
site same. The dealing lever then gives
each player the required new cards, dis­
cards disappearing under panel and re­
maining there until new game.
POK-O-MAT is a duplicate in every
sense of the regular scientific poker game
and may be played in any form that poker
is played.
It entirely eliminates any possibility of
misdealing of cards and will allow the
scientific poker player the same possibili­
ties of winning as in the regular card
game, thus permitting all the science Of
draw and discard.
May-June, 1933
:
C A B IN E T
- M E C H A N IS M
PoK-O-M AT is beautifully de­
signed and constructed of the finest cabi­
net wood, offering the highest quality De
Luxe game ever available in the amuse­
ment field. All metal parts are cadmium
plated and rust proofed, with all exposed
metal parts nickel 01 * chrome plated, giving
the game the finest possible appearance.
The plate glass top is painted in oil on
the reverse side of the glass, leaving a
smooth top surface showing the beautiful
contrasting panels.
The mechanism is simple and durable in
construction; all parts being rugged and
substantially made from the finest tools
and dies for hard use and abuse.
POK-O-MAT is suitable for the finest
clubs and homes. It will match the fix-
tures in the highest quality locations.
S te w a rt &
M c G u ir e
.
Empire State Building
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350 Fifth Avenue, N ew Y o rk City
B R A N C H E S — R E P R E S E N T A T IV E S :
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Boston, Mass., 10 High Street
Chicago, 111., Sam Fisher, 2738 Pine Grove Avenue
Telephone Mohawk 3102
Detroit, Mich., Ford Building
Savannah, Ga., Moses Berman, P. O. Box 528
Philadelphia, Pa., 2913 N. Broad Street
Metropolitan N. Y. Distributor
B. flfc'M. Amusement Co., General Motors Building
Pittsburgh, Pa., 929 Fifth Avenue
Dallas, Texas, Julian Kahn, 5305 Eastside Avenue
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