Hints In Buying Christmas Cards !
By John B. Knox
ine dean of America’s greeting
card industry has some hints for
you about buying cards—a Christ
mas card, for instance.
Remember, says Ernest Dudley
Chase, of Dedham, aMss., that
your choice of a single card for
Christmas, or even a box of cards
may not provide a message appro
priate for everyone on your list
Try to send a card personnallj
suited to the friends who will re
ceive it. You wouldn’t for example
suggest a merry holiday for some
one just bereaved.
Perhaps nobody else knows a
much about greeting cards am
the industry, as Chase who is in
credibly brisk and lively at 78. A1
enough it’s about a half a centur;
since he fashioned for his own use
his first Christmas card, he’s stil
a human dynamo.
His creative work is done in th
early part of the day. He’s at hi
vice president’s desk. atv “Rust
Craft” daily at 8 a. m. And he ad
mits that he used to start his day’s
work considerably earlier.
Clives Advice on Cards
Chase wrote the standard text
book about the industry—' The
Romance of Greeting Cards”—30
years ago. So much has happened
since then that he has jus: re
written the whole thing.
He says the greeting card is
i America’s gift to the world—‘ real
ly an American institution.”
Do you know one of the best
> gestures you can make when you
l send a card? Chase says it’s to
- make the recipient feel comp.i
• mented. Of course, he points out,
f the compliment—whether outright
, or implied—shouldn’t be in con
1 flict with the sentiment which is
appropriate to the occasion.
e Chase, who studied art in hi?
s youth, recalls he designed his first
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Thristmas folder—a simple spray
>f holly and a Christmas wish—
about midway in President Theo
iore Roosevelt’s first administra
tion. A paper salesman turned
Ithase toward Christmas cards as
a business. In his early yeais of
business for himself cards were
brought out in small editions and
were farmed out for hand-coloring
at home.
Verse is imporiam
But the biggest problem then,
as now, was good verses.
“The verse end of the business
is most difficult,” says Chase.
“The verse can sell or kill the
card.”
His firm buys fewer verses to
day but employs a larger editorial
staff to work on greetings and
messages.
Incidentally, he’s pretty im
patient with what he calls the
“smut card,” and says, 'It s a
good way to kill the greeting card
industry."
“It’s wrong," he says flatly.
“Easter and Christmas are religi
ous occasions. While Christmas
cards need not all be religious
and may have symbols of the joy
and merriment of the reason,
these should not be such as to of
fend religious tradition. There
must be some of the piotii 01
Christmas in the card."
More Religious Cards
Chase sees a definite increase
in the sale of the religious card.
“More people than ever are go
ing to church,” he observes.
Chase warns that a so-callec
"personal card" with the printec
name of its sender can be th<
most impersonal of cards. Tues
days, he says, people are iendini
more and more to get away fron
impersonality by adding person u
handwritten notes to their cards.
Smoking and matches caus
31% of fires in dwellings.
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Be sure to send a snapshot
home for Christmas.
Christmas Cards for the en
tire family.
We have a wonderful selec
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1
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