Monday, May 30, 2011

Royal Goes to War

In honor of Memorial Day I wanted to look back into Royal's war-time advertising past.

Royal's wartime advertising is interesting. Shortly after war was declared the company followed the tenor of the nation and ran patriotic advertisements. The first two full-page ads (below) come from early 1942 and are the most overtly patriotic. As time went on, though, Royal knew that it must keep its product line in the mind of a population who couldn't buy them. The war stretched on and the Royal's advertising changed focus from patriotic populism to helpful and informational ads. The remainder of the ads I have posted are these information type. In the middle of the war Royal started pushing their Roytype ribbons and carbons. I am sure that management knew that they could not count on war profits forever. They would need to grow the business in the only way they could until production picked up after the war.

This push for revenue from accessories is not seen from Smith-Corona. Smith-Corona did run wartime advertisement, but the tone of SC's work was more patriotic throughout the war. They did not work on the pushing branded accessories and authorized repair centers. I don't even know if SC had their own ribbon and carbon paper brand.

Regardless, the efforts of Royal's Madison Ave. wizards must have paid off because Royal was very successful after the war. They were so successful, that McBee, Litton, and Olivetti all purchased the company albeit at different phases in its history.








2 comments:

  1. Very interesting entry, no wonder Royals are built like tanks ( :

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  2. My Underwood Navy mill needs a wartime checkup.

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