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Attractive Packaging Helps To Sell Fieldcrest Sheets
952 Goal, To Do the Best Job Ever:
Chairman McBain To Management
.I'd do the very best job ever of run-
|'*'g this business in our Centennial
ear—that’s the 1952 goal set by Chair-
of the Board Hughston M. McBain
' his annual address to the manage-
!®nt group of the Chicago and Subur-
^ Stores.
“The goal in itself isn’t small and isn’t
^y, but it should be fun and stimu-
if we set our minds to it,” he said.
In his remarks to the management
'Oup, Chairman McBain said:
Celebrate With Humility
‘What does one say about something
is 100 years old? And by ‘some-
ijig>
I am not referring to living
**igs such as (oh, turtles or sequoia
;®s) but rather an inanimate ‘some-
such as this great store of ours.
® are proud and justly so of achiev-
5 our 100th birthday. The temptation
strong to thump out chests, preen our
others, and say to the world: ‘Look
—we are 100—aren’t we wonder-
In order to help us avoid that
*iptation we have chosen instead to
®brate this' distinguished anniversary
humility and to say thank you to
those many thousands who have en
abled us to live and prosper for 100
years. We might call this attitude our
theme song, and 1 hope we sing it con
stantly throughout the year. Let’s all
continue to give a hearty thank-you
to our customeis, a hearty thank-you to
our resources and to our shareholders,
and, last but not least, to all our em
ployes of today and to those who pre
ceded us.”
In Business 100 Years
Chairman McBain then talked at
length about what he termed a “cen
tury of climate.” He explained that he
did not plan to review the records of
rainfall throughout the years, and that
certainly he was “not foolish enough at
this point to challenge the contention
of the oldsters that old-fashioned win
ters were colder and with deeper snows
than nowadays!”
“The kind of climate I intend to dis
cuss,” he said, “is one that we can do
something about. I want to talk about
two specific climates—in both of which
you play the leading roles.”
(Continued on page seven)
New Packaging of
Fieldcrest Sheets
Called “Best Ever”
Fieldcrest sheets, long famous for
their quality, now are dressed up in
new packaging which makes them look
more beautiful than ever. More than
10 months of planning, study, design
and experiment went into these new
designs.
“Beautiful packages make any good
product sell better” says C. E. Moulton,
sales manager of the sheet department,
in describing the work that went into
the new packages. “After considerable
study, we found that several things are
necessary—color, the shape of the pack
age, something to make it ‘different’ from
other packages, attractive design and
arrangement of type. And of course,
it has to have all the necessary informa
tion for both the salesperson and the
housewife who buys our sheets.”
“With all of these things in mind, we
started to redesign our old packages.
You’d be surprised how many hours
went into finding out exactly what size
package sells best and stacks best on
counters” continued Mr. Moulton. “We
found that a smaller, more compact
package seemed to have more appeal.
Then we tried to see what types of
colors are the most effective.
“Finally, this information was turned
over to one of the best package de
signers in the country. His experience
in package design goes back over many
years with everything from famous
brands of soap to wine bottles and
shaving lotions. Having done con-
(Continued on page four)
★
Many Employees Receive
Income Tax Assistance
A number of employees have taken
advantage of the income tax service
being provided by Fieldcrest Mills.
Others who desire assistance in filing
their annual income tax returns may
still receive this help. An appointment
should be made by telephoning or call
ing at the Personnel Office serving
your miU. By making an appointment
ahead of time, waiting is avoided. The
free service is available to all Fieldcrest
employees.