Word: swatch
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Dates: during 1934-1934
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...advertisement cost Macy's $3,000; about $1,000 for the space, $2,000 for the fabric and insertion. Results, according to Macy's, were phenomenal. One skeptical customer laundered the swatch overnight, convinced himself it would not shrink, then ordered a dozen shirts. Shirts and towels sold by the thousand. The Macy advertisement was the first of its kind in Manhattan, the first anywhere in rotogravure. The idea was first introduced into newspaper advertising last spring in the St. Louis Post-Dispatch by Scruggs, Vandervoort & Barney Dry Goods Co. That the Macy advertisement would be the last...