Sears, Roebuck and Company: Sears, Roebuck Catalog campaign

Known as "The Farmer's Bible" or "The Nation's Wishbook," the Sears, Roebuck catalog became an American institution.

Sears, Roebuck and Company: Sears, Roebuck Catalog campaign

Deborah Mack

Overview

Known as "The Farmer's Bible" or "The Nation's Wishbook," the Sears, Roebuck catalog became an American institution. When the catalog first came out, mail order was not a new concept, for Montgomery Ward (known as "The Original Grange Supply House") had been in the business for 14 years before Richard W. Sears sold his first watch. Part of the great success of Sears, Roebuck and Co. had to be attributed to the skill Sears used in crafting the text in his company's catalog. One observer called Sears "one of...

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