Elgin Inaugurates Xmas Campaign in National Magazines

From Horology magazine, November, 1938

Elgin Inaugurates Xmas Campaign in National Magazines

With November, the advertising campaign of The Elgin National Watch Company shifts into high in a concentrated effort to build Christmas watch sales all over the country. Advertising authorities describe the drive as "three campaigns in one," because general magazines, women's magazines, and the nation's finest quality medium-the "Atlantic Monthly"-will be used. They point out that Elgin advertising is primarily local in effect, since magazines have been chosen with an eye to their known effectiveness in creating buying action right in the home. And they expect the campaign to have a highly beneficial effect on sales of jewelers everywhere. 

All the Elgin advertisements, with the exception of those in the "Atlantic Monthly," are full-page in full-color.

The general theme centers around the unusual values which Elgin is offering this Christmas-said to be the best in 74 years of fine watchmaking. In the popular weeklies and women's magazines, personalities will be used. These comprise three attractive young ladies, of interesting social position and pursuits, whose families have been Elgin owners for generations. The first advertisement of this type, illustrated on this page, appears in "Collier's," November 4.

In the "Atlantic Monthly," the dramatic story of Elgin's technical achievements will be continued.