Judge, 1912-09-07 · page 24 of 24
Judge — September 7, 1912 — page 24: what you’re looking at
What you’re looking at
This page is **not a cartoon or satire** — it is a full-page advertisement for Waterman's Ideal Fountain Pen, appearing in *Judge* magazine. The ad promotes the distinctive "Blue Box" packaging as a guarantee of authenticity and quality. The marketing pitch emphasizes that the blue box serves as proof of purchase and assurance that customers are buying genuine Waterman pens from reputable dealers worldwide. The ad warns consumers to look for the "Ideal" trademark in a globe on the box to avoid counterfeits. The company lists five international office locations (New York, Boston, Chicago, San Francisco, Montreal, London, and Paris), indicating Waterman's was a major international business at this time. This reflects early 20th-century concerns about counterfeit products and the importance of distinctive packaging as consumer protection — before modern product authentication methods existed.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
eBLUF BO Is The Distinctive Container of the Standard Pen One of the marked features in the merchandising of Waterman's Ideals is the distinctive Blue Box. it was selected as a part of our selling plan many years ago for your protection in buying. You will find reputable dealers in most every city and town throughout the world who will take particular care in fitting your hand with the genuine Waterman's Ideal, then encasing the pen selected in the Blue Box as the final guarantee, or receipt, for full pen value. Care exerted in buying the genuine assures you, through your local dealer, of the world’s most successful foun- tain pen patents, the most minutely tested product and our fullest guarantee of perfected quality. Look for the merchant displaying the Waterman's Ideal Fountain Pen sign—or our Blue Box in window. If he does not have the Regular, Safety or Self-Filling Waterman's Ideal you want, he will get it for you—or write to us. Gold or Silver Mounted Styles in fancy boxes, if desired. Catalogue on Request Be sure Fountain Pen in BLUE BOX bears trade-mark with word ‘‘Ideal'’ in globe L. E. Waterman Co, 173 Broadway, New York 24 School Street, Boston 11S So. Clark Street. Chicago 17 Stockton Street, San Francisco 107 Notre Dame St, W.. Montreal Kingsway, London 6 Rue de Hanovre. Paris comicbooks.com