Judge — September 26, 1931 — page 19: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

JUDGE G.E.MAZDA_LAMPS SOLD HERE WHAT A LAMP CAMPAIGN! Do you expose yourself to G-E Mazpa lamp sales? Some merchants do. Some don’t. Most of the wise ones do. Right now is a great time to count yourself among the doers. Lamp sales are more catching than ever—now dur- ing the biggest drive you ever saw on G-E) Mazpa lamp. sales over-the- counter, Retail sales of G-E Mazpa lamps have been affected very little by busi- ness conditions in the past year or so. Mazpa lamps are a common household necessity—bought and used every day in millions of America’s homes. Your sales of C€ Mazpa_ lamps will continue to be exceptionally good— and now during the busy, fall, lamp- selling season comes a great nation wide contest open to the public to stimulate a greater interest in lighting and to help you sell more and more G-E Mazpa lamps. ‘Twenty million people in this coun- try play bridge and every week when they park around the bridge table they are having the need for better lighting in the home forcibly brought to their attention, As they squint and peer at the cards in their hands, they realize that something is wrong. Once they get the idea that they can get more fun with better light and that good lighting is essential to the fullest en- joyment of their game, the demand for better lighting and more G-E Mazpa lamps will increase by leaps and bounds. That's why the third annual Lenz Bridge Contest conducted by Judge zine is sponsored by General E Mazpa lamps this fall. Last year over 100,000 people sent in replies to Judge's bridge contest. This year the interest will be even greater. All of the details of this great con- test are given in this issue of Judge. Read all about it carefully. Note the ‘ast array of wonderful prizes that are offered—over a thousand of them all told and worth a total of $25,000.00. Tell your customers about the contest. Get them to compete. Maybe one of them will win the Stutz sedan or the trip to Europe or one of the other big prizes. But first of all get them to light up their homes—for bridge as well as for the hundred and one other forms of recreation in the home that require comfortable illumination. To help you tie in with this contest in Judge, the same glorious girl who appears on the cover of this magazine also appears on the center panel of the poster for the October window display. Every subscriber to the G-E Mazpa lamp display service is now receiving this colorful display—one of the best of the year. In addition to the posters, it includes window streamers and cards, several small cutouts and a quantity of folders giving full details about the bridge contest. AS Put in a lamp window display right away, using this material. It will mark your store as the place in your neighbor- hood to get information about the Bridge Contest and will give you hundreds of opportunities to suggest the purchase of G-E Mazpa lamps. There'll be plenty of national ad- vertising to back you up too. Now, during these fall months when people are turning indoors for their recre- ation, G-E Mazpa lamp advertising is playing a bigger role than ever in making them lighting conscious. Big, full-color pages are appearing, in The Saturday Evening Post, the Ladies’ Home Journal, McCalls and Better Homes and Gardens—a grand total of over 25,000,000 pages of advertising and in addition full pages in each of the contest issues of Judge. And it all ties in directly with the Bridge Contest which is being sponsored by G-E" Mazpa lamps. The great drive on General Electric Mazpa lamp sales is well under way. Are you all set to cash in on it? DON'T BE VULNERABLE! Don’t let? some other lamp: agent get the profitable lamp business that should be walking in your door. There are only two simple things for you to do— 1, Display G-E Mazpa lamps in your store and show? window through- out the contest. 2. Talk lamps and better lighting to all of your customers. Watch for future issues of Judge magazine which will come to you with the compliments of the General Elec- tric Mazpa lamp folks. They'll bring you smiles and laughs as well as some helpful hints about boosting your lamp business. comicbooks.com