The basic strategy behind the plan rests on the use of special advertisements created for special groups of the most prominent national magazines. The impressive Elgin story of technical advance is the theme common to all the ads, with the majority of the publications also carrying the additional story of Elgin's recent triumphs in styling.
The major phase of the Elgin campaign is featured in a group of the most popular general magazines such as The Saturday Evening Post, Collier's, Time, etc.
This is supplemented by a campaign directed especially to women and appearing in The Ladies Home Journal and Good Housekeeping Magazine. A third cam
"At the peak of the graduation season," says Mr. Shaeffer, "Elgin will feature one of the most sensational full pages ever to appear in national magazines. In four colors and gold, it flashes an instant impression of beauty and richness to the reader. Featuring the newest and most popular Elgin models, it cannot fail to be a spectacular sales stimulator for Elgin jewelers."