For brands to succeed there had to be a good product, sold for a good price, available when the customer wanted to purchase it and active promotion. For a time, Max Eckardt advertised Shiny Brite™ ornaments on television. But the main venue for product promotion remained the old media of newspapers and magazines. Each of the rival ornament firms aligned with two popular magazines. Through advertising, their products were associated with the magazine’s content, which was typically thought trustworthy.
The magazine that had been trusted for war news, Life Magazine, became George Franke Sons’ venue for marketing. Max Eckardt and Sons received the Good Housekeeping Seal of Approval for Shiny Brite™ to use in magazine advertising. Consumers trusted the seal that meant the product had been tested in Good Housekeeping laboratories and was backed with a two-year warranty. Both firms used the credibility of Life and Good Housekeeping magazines to increase their sales, each including a reference on the packaging.
With a multi-million dollar opportunity each year, the ornament firms would not give up but they would copy. With shopping now a leisure hobby, the ability to capture impulse purchases grew more important. Ornaments, once only sold by Woolworth’s and Sears, were now available at department stores and discount stores. All of the bulbs were the same — it was a matter of convincing customers to buy when they saw them. Both George Franke and Max Eckardt created colorful displays to feature their products and entice shoppers to buy.
It was the exact same Corning blank bulb from the 1940s with modernized packaging. Still, some Franke heritage elements were retained. When the founder George Franke built his Baltimore factory on Eutaw Street, he carried the crest forward from his European heritage. The Frankes proudly carved a large decorative capital “F” into the building. Franke ornament boxes repeated the crest elements featured on the Franke building.
When the 1950s drew to a close, some of Christmas was the same as it had been for fifty years. Trees were not shaped and trimmed during cultivation so they displayed more naturally. Tinsel was still carefully draped on branches. Ornaments were now brightly decorated with more colors and designs. As the 1950s drew to a close, Christmas memories were preserved in color photographs or in black and white as they had been since the turn of the century.
Our articles are free to read, but not free to report
Support local journalism around the state.
Become a member of The Colorado Sun today!
The latest from The Sun
- Gov. Jared Polis begins quarantine after exposure to person with coronavirus
- More Colorado counties are demanding entrance to Mesa’s coronavirus “pre-check” program for restaurants
- Former Tuskegee Airman Frank Macon dies at 97 in Colorado Springs
- Defiant Colorado restaurants could lose licenses, Gov. Polis says
- Masks up! Colorado ski resorts are moving ahead as state, counties and businesses restrict access