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One Hundred Alphabets 
 
 for the 
 
 Show Card Writer 
 
 A collection of the best alphabets used by the leading show 
 
 card writers, with many examples of show cards 
 
 and window signs for all occasions 
 
 FOURTH EDITION 
 
 CHICAGO 
 
 THE MERCHANTS RECORD CO. 
 
 PUBLISHERS 
 

 Copyright 1913, 1914. 19|band 1919 
 
 BY THE MERCHANTS RECORD COMPANY 
 
 All Rights Reserved 
 
 PRESS OF 
 
 MERCHANTS RECORD 
 AND SHOW WINDOW 
 CHICAGO 
 
 )ci.Ar>j;i5H0 
 
 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 Record and Show Window during the past two or three 
 years. They represent the best work of the country's leading showcard 
 writers. The alphabets cover practically every style of lettering that is now^ 
 in general use, and the cards and price-tickets will furnish a variety of sug- 
 gestions as to lay-out, arrangement and decoration for cards and tickets of 
 all kinds. 
 
 The show window is now recognized as the store's best advertising 
 medium, and the display man as one of its best producers. He has become 
 a recognized necessity, and his 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 show window attracts or turns 
 away prospective customers. It is a recognized business fact that the public 
 has come to judge the store by the show^ window. 
 
 Merchants Record and Show Window is a monthly journal devoted 
 to the selling end of retail merchandising, and the major portion of the pub- 
 lication is 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 
 display managers and showcard writers. In every number there are depart- 
 ments devoted to store equipment and arrangement, delivery methods, store 
 and window lighting, newspaper advertising, sales plans, etc. 
 
The matter which appears in Merchants Record and Show Window is 
 always seasonal. The information, suggestions and illustrations are published 
 just at the time they are needed. For example — the Christmas number is is- 
 sued at least two months before Christmas; the Blaster 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 special feature is the beautiful full-color background suggestions, a 
 different design appearing on the front cover each month. A complete 
 sketch and description of the construction and installation of the various 
 backgrounds accompany, and afford an abundance of ideas. The designs are 
 practical 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 combina- 
 tions. 
 
 Merchants Record and Show Window is the authority of the mer- 
 chant, display manager, and advertising man and is continually used by 
 them as a source of original ideas, and a reference book. The subscription 
 price is three dollars a year. 
 
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Quolitii 
 
 is our first- 
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 T ciuest crecUions - 
 
 
 
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 ikc best styles^ 
 
 in tl>e world . 
 
 >r>«3P--"-. -..i -Sfcl: -:■■:'■, 
 
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 op enin g * the new 
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 gift nr^xx^k i r? jq - 
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 smarter s5tiile5 tpan 
 tpe ones wpicr) \^e- 
 snow \\\ tni5 cLtspLau 
 
Underwear 
 
 Uou'll find us particu- 
 larly well prepared in 
 underwear this season,- 
 the right sort at riqht 
 prices 
 
 yUe<:e Pure Worsted 
 UwioM Suits 
 
 t35P 
 
 ITlGns 
 OvercodLts 
 
 III 
 
 jFcw men s^ivc ctxoug'n. 
 attention to tkc buijmg 
 of AW overcoat thoii;^h 
 for five montltJ it dom- 
 inates thciV 5trcct clotl\c5. 
 
 7^^ df"^ ct /iw g^ooc/ ones at 
 
 40 
 
 i\ mail ccrfaiicly^ 
 
 \s going 5ontc"w^cit I7C 
 
 goes out o\ this store 
 
 \vitf)Ouf jcar oj- 
 
 ^Iji* ffliialifp 
 
 of tSe vvortmaits^ip iit 
 
 t^e suit I7C ^a5 just — ' 
 
 purc^asc^ 
 
 ?ri7c Service 
 
 rcitderca trjc cusbuicr 
 pcrc mcoits more tbaiL 
 tbe exckiu^c of iicouei| 
 
 31 stands for 
 
 Soartcsi), fliltctitioitj 
 
 ^roiriplite55. 
 
 patience in fitlintj cxj:} ifie 
 wirfingncss to x\c^\ mx 
 uuinlenttonoi wrott 
 
 C> 
 
 9'/3 "! 
 2 -2/2 pr-! 
 
January SaleseWhite Goods 
 
 The 
 Annual 
 
 afford an unusual opportuni\v 
 to replenish Household Lmens at great savinOs, 
 
 Genuine Diamonds 
 
 Out of Pawn 
 
 ^^iilar Price 
 
 oo 
 
 65. 
 
 1^ S^cct ^e4xrls 
 
 98r 
 
 Genuine Diamonds 
 
 One -Half 
 
 Regular Value 
 
 
 (!^fC 
 
 oupse 
 
 i^/here mxu^ he oiher 
 <J^uo^A <Jrac{es a^ (food . 
 
 t^/Ae ac/ianlay^e of<Si^^ione 
 ^loihes Lees in iAe S^rice^. 
 
 Brii)aj it back 
 
 •II 
 
 ike it ricilit 
 
 and ivc II maKe it ru)i 
 \v\\\\ a refund of uour 
 monctj.oran cx'cHanQC, 
 and either ivith a $mtlc. 
 
 lhc&eae>on& 
 
 in top-coa1::£> 
 
 ^av men oj 
 
 ' 6 oocl la-£>tg . 
 
 
Misses' 
 
 Fashionable 
 Net Dresses 
 
 (or 
 
 Daace, 
 Graduation 
 
 ot 
 Class Day 
 
 i 
 
 ns. 
 
 Men's 
 
 Oifords 
 
 mate your owa 
 comparisons — 
 
 be as critical 
 as you please- 
 
 here are the best 
 
 ^-Values 
 
 ever shov^ri 
 
 Based 
 Quality 
 
 you Will pet 
 here more 
 value and 
 greater 
 purchasmp^ 
 power than 
 elsewhere 
 
 Men's 
 Shirts 
 
 'Shese are excep 
 tional values - 
 
 the best we have 
 ever shown at 
 this price 
 
 AMMual (DaMuary 
 ClearaMce Sales 
 
 Soiled Xeckwear 
 
 25^ 
 
 SO^yif/i/es^ 
 
 c/fvtMual Saviuary 
 W'^^ite 9ales 
 
 Cnforo/aerY 
 
 2S^vdi/ue 
 
 °rfi;.rJANUARY Sales °^ White Goods 
 
 NOW IN PROGRESS. 
 
 ^t^;:r JANUARY Clearance Sales 
 
 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 
 
 I all Neckwear 
 
 \yVaat Gf feces 
 
 75^ 
 
 Sale To-Dav 
 
 |8oo and tIOoo 
 
 cnai5sance Lace Curtains 
 
 }485 
 
 i\C ySIVG 
 
 Vc 
 
 o 
 
 dcs 
 
 iVorR .^me^te^vs foremost de/i'^Qers 
 and our oujq Luorkroorn 
 
 Sfca^£> nc^^. 
 
 Svi n\ rr\<e r 
 \JiSr^TtvJ^c 5?^ dretor\r\eS 
 
 Suggestions for Cool Comfortable and in- 
 evprn£i\c wi^rm weather Furnishings 
 
 Dostors Most Popular Lc«^c Curtain Special 
 
 (©hampa^Qc "Hot Poiote dc Arabc 
 
 Special j r~\ .^-j. ,3) Splendid 110 Vakc 
 
Youths' 
 
 Spring Overcoals 
 
 C/nusaa/ i^a/aes 
 
 ♦15 
 
 c/ldvance Showia^r^ 
 
 1^16 Spring'' Blouses 
 
 IJDur ear/y inspection 
 is mvitecC 
 
 Envelope Chemises 85^ 
 
 Superior in quality anl 
 effectiveli^ trimmed u)ith 
 lace ax^6. embroider^ 
 
 Cherts 
 ^all Overcoats 
 
 7^ 
 
 9x/2/'ootr 
 TSodtf T3russels 'Rug 
 
 2 6^ €) i/ear p/zes 
 
 25+ 384 50+ 
 
 26-incln 
 
 l^dnd-mado All-silk Shantuna 
 
 8 
 
2!IIIIIIIMIMIIIIIMirilllMMIIIIIIIIIIIIIIIIIIIIIMIIIIMIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII[lllllllllllllllllllllllllllllllllllllllllltlilllllllllillllll£ 
 
 The Best Books 
 
 For Retail Merchants — Display Managers — Card Writers — Advertising Men 
 
 These books are 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 Cloth $3.50 
 
 The most complete hook ever puhlished on window dressing and every branch of mercantile display 
 based upon experience of the leading display men of America. 618 illustrations and diagrams. 
 
 SALES PLANS Cloth $2.50 
 
 A collection of 342 successful plans that have been used by progressive retail merchants in all lines to 
 get more business. Fully illustrated. 
 
 WINDOW CARD WRITERS" CHARTS Cloth $L50 
 
 A 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 are subject to a reduction of SO cents when Subscription 
 to Merchants Record and Show Window {new or renewal) accompanies the order. 
 
 STRONG'S BOOK OF DESIGNS Leatherette $3.00 
 
 (1917 Revise) Over 300 artistii 
 including 20O colored plates. 
 
 show and card designs, 
 
 ART OF SHOW CARD WRITING 
 
 Strong Cloth $2.50 
 
 209 pages, }2 alphabet platei, 256 illustrations. Bound in 
 art linen. 
 
 FAUST'S COMPLETE CARD WRITER 
 
 $L2S 
 
 Lessons and alphabets for the use of tirushes, marking, 
 soennecken, payzant and common pens, air l>rushes and re- 
 lief pencils. 
 
 MODERN SHOW CARD LETTERING. DE- 
 SIGNS, ETC. Thompson $1.00 
 
 With 2,000 !>right, clear-cut advertising phrases for display 
 signs, ihow cards and posters. 
 
 SHOW CARD WRITING SYSTEM $1.00 
 
 100 pages. 198 illustrations. 26 alphabets, valuable charts. 
 A complete shuw card writing system in 34 lessons. 
 
 THE MODERN PAINTERS' CYCLOPEDIA 
 
 By F. Maire Cloth $1.50 
 
 Complete instructions on color mixing, color harmony, 
 scenic painting, sign painting, varnishing, stencilings, etc. 
 Over 100 illustrations. 
 
 A SHOW AT SHO' CARDS Atkinson Cloth $3.00 
 
 A comprehensive and practical work covering all the vari- 
 ous branches of show card work. Profusely illustrated with 
 alphabets and layouts for all kindi of show cards. 
 
 SHOW CARD WRITING 
 
 A. E. Jlursl and C. J. Xowak Cloth $2.00 
 
 Application of various types for mercantile purposes, new- 
 est and !)esf methods. Hints and pointers for practical 
 work based un actual store card wninit,'- 
 
 FAIRCHILD'S RAPID LETTERER Cloth $2.50 
 
 SHOW WINDOW BACKGROUNDS 
 
 Cowan. Illustrated. Cloth $1.50 
 
 More than 15U background designs suitable for every occa- 
 sion. Every detail is fully illustrated and fully described 
 with complete text matter. 
 
 GROCERS' WINDOW BOOK Ed. H. F/ii7i>/>,$1.00 
 
 A compilation of practical displays for the grocery window. 
 A complete collect inn of displays suitable for the various 
 products handled in the grocery department. 
 
 KOESTER SCHOOL BOOK OF DRAPING 
 
 Cloth $3.00 
 
 A complete treatise on drawing in all its branches. Nearly 
 ."iOO pages illustrated with over 1,000 drawings and photo- 
 graphs. 
 
 HABERDASHERY 
 PLAYS 
 
 AND 
 
 CLOTHING DIS- 
 
 $1.00 
 
 (National Championship Entries.) Contains over 100 illus- 
 trations showing the work of the foremost men in the 
 profession, together with background ideas for every month 
 in the year. 
 
 PERIOD FURNISHINGS 
 
 Clifford, Illustrated Cloth $5.00 
 
 An encyclopedia of historic furniture decorations and fur- 
 nishings. 
 
 COLOR VALUE Illustrated 
 
 Cloth $1.00 
 
 Explains the principles of color harmony and contrast. In- 
 valuable to the decorator who wishes to produce correct 
 color effects. 
 
 SUCCESSFUL RETAIL ADVERTISING 
 
 By J. A. MacDonald 
 
 Cloth $2.00 
 
 Commercial alphabet constructions w 
 Line engraving and air brush work, 
 color harmony. 
 
 ith brushes or pen. 
 Color mixture and 
 
 SKETCHES OF DECORATIVE BACK- 
 GROUNDS FOR THE SHOW WINDOW 
 StauUup $1.00 
 
 22 full pa^e drawings — each sketch accompanied by a full 
 page description. 
 
 Contains 5O0 different subjects, 1,000 advertising phrases. 
 The only book trtating of retail advertising exclusively. 
 
 STORE MANAGEMENT COMPLETE 
 
 Farnnytun Cloth $1.00 
 
 RETAIL ADVERTISING COMPLETE 
 
 Forrvigton Cloth $1.00 
 
 TALKS BY THE OLD STOREKEEPER 
 
 l-arrinyton Cloth $1.00 
 
 MORE TALKS BY THE OLD STOREKEEPER 
 
 farringtoi, Cloth $1.00 
 
 No merchant can afford to be without these Farrington 
 books. They are full of good, sensible suggestions on store 
 management, written in an easy, readable style. 
 
 All Books Shipped Prepaid Upon Receipt of Price 
 BOOK DEPARTMENT 
 
 THE MERCHANTS RECORD COMPANY, Publishers 
 431 South Dearborn St., Chicago, Illinois 
 
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