“The Burlington Special, if ordered through dealers, would naturally be sold so as to afford a profit to the retailer. The “open letter” is concluded with persuasive statements from the Burlington Watch Company: While appearing to be a letter directed to dealers, the insert is strategically positioned to deter a potential customer from purchasing a watch from a dealer and, instead, buy a Burlington watch directly.
Today’s post features a folded insert enclosed in the c.1911 Burlington Watch Company catalog, titled “A Word to The Dealers.” These inserts included additional sales pamphlets and order forms.Ī brief study of these inserts reveals the extent to which the company worked to make the sale. The Burlington Watch Company enclosed a variety of inserts when catalogs were sent to prospective customers. Pictured: “A Word to The Dealers.” Pamphlet Enclosed within c.1911 Burlington Watch Company Catalog.
