Frederick M. Yost collection on John Wanamaker's department store publicity


Collection 3440

( Bulk, 1949-1980 ) 1863-1984
(22.0 Linear feet ; 45 boxes, 11 volumes, 91 flat files)

Summary Information

Repository
The Historical Society of Pennsylvania
Creator
Yost, Frederick M.
Title
Frederick M. Yost collection on John Wanamaker's department store publicity
ID
3440
Date [bulk]
Bulk, 1949-1980
Date [inclusive]
1863-1984
Extent
22.0 Linear feet ; 45 boxes, 11 volumes, 91 flat files
Author
Finding aid prepared by Sabrina Bocanegra and Megan Evans.
Sponsor
Processing made possible by a generous donation from Maxine and Howard Lewis.
Language
English
Abstract
This collection chronicles several decades of displays and promotions at John Wanamaker's department store, much of it under the supervision of Frederick M. Yost. Yost began working at Wanamaker's in 1948. From 1952 to 1965 he was in charge of sales promotions, and in 1965 became the corporate vice president. Yost's background included theater and lighting design. The collection includes papers and scrapbooks documenting public relations, advertising, special events, and store design and display. Also included are internal office memos, photographs of displays and their construction, architectural drawings and blue prints, news clippings, and many materials pertaining to the elaborate Christmas displays and light shows that were a tradition at Wanamaker's.

Preffered citation

Cite as: [Indicate cited items or series here], Frederick M. Yost collection on John Wanamaker's department store publicity (Collection 3440), The Historical Society of Pennsylvania.

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Biographical note

Frederick Maurice Yost was born in 1914 to Frederick, Sr. and Bess Yost, and he grew up in Meadville, Pennsylvania. He earned a master's degree from Yale University in theater architecture, stage and lighting design in 1935.

In 1937, he taught design and lighting at the College of William and Mary before joining G. Fox & Co. in Hartford, Connecticut, in 1938 as director of visual merchandising and store design. He married one of his former students from William and Mary, Jessie Lee of New Jersey. The couple had one son, Peter, and a daughter, Suzanne.

Yost eventually set up his own design and consulting business in Atlanta, Georgia, before he was hired at Wanamaker’s department store in Philadelphia as director of visual display in 1948. Yost was responsible for newspaper, radio and television advertising, as well as public relations, exhibitions, shows, and visual merchandising for the Wanamaker’s stores in Pennsylvania, New Jersey, New York and Delaware. He came up with the institutional advertising slogan "John Wanamaker has everything." Yost also conceived the Wanamaker Christmas Light Show which was first seen in the 13th and Market Streets store's expansive central court in 1955. It included a 102-by-60-foot plywood and papier-mâché cathedral and Nativity scene. Construction of the project consumed 10,000 man-hours and Yost spent two summers in Europe researching design of the cathedral. The display earned him a man-of-the-year award from the Philadelphia Chapter of Catholic War Veterans.

Yost retired for health reasons in 1967, two years after being named corporate vice president. He remained as a consultant for several more years.

Yost died in 2001 from complications of dementia.

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Scope and content note

This collection consists of several decades of papers and scrapbooks documenting various store displays and designs, promotions, and special events at John Wanamaker’s department store compiled by Frederick M. Yost. Yost, a vice president and sales-promotion manager, was responsible for newspaper, radio and television advertising, as well as public relations, exhibitions, shows, and visual merchandising for the Wanamaker’s stores. The majority of the collection includes scrapbooks of photographs of store displays and their construction as well as conceptual and architectural drawings, most notably the elaborate Christmas displays and light shows that were made a tradition at Wanamaker’s. Other materials include office memos, stationery, personal “idea” notebooks, blue prints, floor plans, news clippings, and scrapbooks about John Wanamaker. Items of interest may include the large advertising posters for Wanamaker's stores and Christmas display conceptual designs. The collection is housed in 45 boxes, 13 flat file drawers, and includes 11 volumes.

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Administrative Information

Publication Information

 The Historical Society of Pennsylvania ; 2016.

1300 Locust Street
Philadelphia, PA, 19107
215-732-6200

Restrictions

The collection is open for research.

Provenance

Provenance unknown.

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Controlled Access Headings

Subject(s)

  • Advertising--Fashion--United States--History--20th century.
  • Advertising--United States--History--20th century.
  • Fashion--United States--History--20th century.
  • John Wanamaker (firm).
  • Marketing and Promotion--20th century.
  • Marketing--United States--History--20th century.

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Collection Inventory

Box

John Wanamaker Collection (miscellaneous to be filed) 

1

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Old Grand Court Photos 1949-1955; John Wanamaker Merchandising Policies 1949; Christmas Decorations 1949-1951; Christmas Windows 1949-1954 

2

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Christmas Windows 1951-1954; Business Policies 1952-1954; Christmas 1952-1954 

3

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Walk Through Christmas 1954; Christmas Court 1955; Cathedral and Fountains 1955-1956; Christmas Cathedral 1956; Christmas 1957 

4

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Miscellaneous 1957-1961; Christmas Photographs 1958; "Wanamaker's Has Everything" 1959 

5

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Import Promotions - Photographs 1958-1959; Christmas Tree 1958-1959; Coty Promotions 1959-1964 

6

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Revlon Promotions 1960-1963; 100th Anniversary – Book 1 – Ford Promotion 1961 

7

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100th Anniversary Ideas 1961 

8

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100th Anniversary – Book 3 1961 

9

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100th Anniversary – Golden Egg Script 1961; 100th Anniversary 1961; Christmas 1961 

10

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100th Anniversary – Ford Promotion 1961; Festival of Italy 1961; Slide Presentation, “A Tree is as Strong as its Trunk” 1962; Festa D’Italia (copy 1) 1962; Festa D’Italia (copy 2) 1962 

11

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Miscellaneous Promotions 1962; 101st Anniversary Promotions 1962; Rhapsody of Steel Promotion 1962; Festa D’Italia, Expo Britannia Photos 1962; Festa D’Italia 1962 

12

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(1960) Christmas Tree in 1/3rds 1962; Britannia (Buyer’s Booklet) 1963; Exposition Britannia – Court Installation 1963; British Import Promotion Book 1963; Exposition Britannia 1963; Rhapsody of Charm (copy 1) 1963; Rhapsody of Charm (copy 2) 1963; Opening Day, Expo Britannia 1963 

13

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1958-1963 Lanvin Promotions 1963; The British Are Here 1963; VIP’s at John Wanamaker – Photographs 1964; News International Display Exhibit (interior) 1964 

14

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Exposition Britannia #1 1963 

15

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Exposition Britannia #2 1963 

16

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News International Exhibit – Windows 1964; News International 1964; News International – Import 1964 

17

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Christmas Records Yost 1964; Cantrese Promotion 1964; Revlon Spring Shower 1964; News International 1964; Corning Promotion 1964; Coty Promotion 1964 

18

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Dana Promotion 1964; Dana Court – Ambush 1965; Dana Promotion – 7 Seas Shop 1965; Dana, Canoe – Windows, Interior 1965; Coty, Book 2 1965; Revlon 1965; Dana, Canoe – Windows 1965; Revlon – Spring 1965 

19

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Mediterranean Promotion 1965; Mediterranean Bazaar 1965; Japanese Court 1965; Christmas Tree Controls 1965; King of Prussia – Christmas 1965; Dana Court of Enchantment, Opening of “My Fair Lady” 1965; Japanese Court 1965 

20

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Import – Mediterranean Bazaar 1965; NAEA Presentation 1965; Christmas 1965 

21

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Christmas 1965; Christmas Control Formations 1965; Historical Society of Pennsylvania Presentation; Also – History of Exhibits 1965; Christmas Controls and Relays 1965; Max Factor 1966; Import “Hello World” II 1966 

22

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Import “Hello World” 1966; Hello World 1966; Miscellaneous Fashion Shows – Interiors 1966; Montreal Expo 1967; Max Factor Promotion 1967 

23

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American Management Association Promotion 1966; Organization 1966 

24

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John Wanamaker tie-in-other promotions 1966; Creative Merchandising 1966; How Can a Store Trade Up? 1966; American Management Association Final Show 1966 

25

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Corning 1966; Celanese, Contract and Details 1966; Harvard Business School Presentation 1967; Christmas, Miscellaneous 1967 

26

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Show Legend and Train Box Control 1968; Christmas Ledges 1968; Christmas Cathedral, ledges, drawings 1970 

27

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Philadelphia Odyssey, Show Script 1976; Christmas Schedule 1976; Christmas 1977 

28

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Christmas Tree 1978; Great Adventure Entertainment Park Marketing Report 1978; Christmas 1979 

29

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Christmas, “Home Book” 1980; Christmas, “Fred’s Book” 1981; Christmas Storage 1981; Century IV – 400 years of Pennsylvania Fabulous Philadelphia, 9 screen projection 1982 

30

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Christmas 1982; Christmas 1983; Christmas 1984 

31

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Sales promos, forms, speeches; Christmas - all years' installations; Court crowds - photos; Visual merchandising - staff manual; Miscellaneous exhibits and promotions - photos 

32

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Discotheques; Import and Miscellaneous Photos; Display Staff at work, Christmas; King of Prussia Store, Photos; John Wanamaker tie-in with art – Munkacsy; Miscellaneous Photos 

33

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Westminster Cross; John Wanamaker Cross at Westminster; Crowd Shots at Wanamaker’s; King of Prussia John Wanamaker Store Eagle; Memorial Scrapbook – Large News Clippings Book; Miscellaneous 

34

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Photographic Book 1932, Compilation of Data and Highlights of the Men’s Store Interior by Howard L. Kratz, Portraits of those associated in construction and completion of the building; “This is John Wanamaker” Photographic Album 

35

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Several spiral notebooks: “This is John Wanamaker” Photographic Albums 

36

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The Philadelphia Inquirer advertisements 1961 and 1968; Philadelphia Times advertisements 1898; Large portfolio – Christmas advertisements, miscellaneous advertisements, and institutions; 3 Wanamaker Christmas catalogues undated; Rigging the Christmas Cathedral 1955 

37

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Large advertising posters 1950-1960 

38

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Exposition Britannica – display book 1963; News International – display book 1964; Celenese Production – display book 1966 

39

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Box Folder

Westminster Cross, Westminster Abbey Booklet 

40 1

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Christmas Chimes Booklet 1979; Armistice Night Booklet 1926; Short History of John Wanamaker 

40 2

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Farm Journal, No. 1 March 1877 

40 3

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Stationary of John Wanamaker 

40 4

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Edwin Hoffman, President of John Wanamaker 

40 5

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“I was There” booklet of 1911 

40 6

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Art Gallery in Wanamaker’s 1918 

40 7

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Wilmington Store Photograph 

40 8

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Box

Institutional Advertisements 1938-1945; American Heritage Magazine, June 1957; Miscellaneous Advertising Materials 1965; Hello World Advertisement 1966; Expositon ‘67 1967 

40

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Miscellaneous advertising materials and displays: “Rocket Express” (Monorail) drawings 1952; News International advertising materials 1952; Import International – Festa D’ Italia 1962; British Import – Exposition Britannia 1963; Mediterranean Import 1965; Hello World advertisements – France, Italy, Germany Promotion 1966; Flight ’67 1967 

41

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Drawings of Grand Court, floor plans, ledgers; Miscellaneous advertising materials; Photograph of Mr. Richard Bond; Photograph of Mr. Frederick Yost 

42

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Moorestown Mall aerial photographs and drawings of the fountain; King of Prussia store, artist’s drawings of exterior; West Chester, NY store, artist’s drawings; Wilmington, Delaware store, artist’s drawings; Wynnewood store, advertising sketches; British Imports promotion; “What is a Customer?”; Miscellaneous advertisement ideas 

43

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Box Folder

Store Floor Plan – Philadelphia store 1969 

44 1

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Newspaper articles – Westminster Cross 1965 

44 2

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Yost Photograph in Paris 1956; Board of Trade Journal 1963; Direct Marketing Magazine – John Wanamaker article 1986 

44 3

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Christmas Light Show – original drawings of the tree 

44 4

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“Our Association After Fifty Years” 1930; Book – Presbyterian Sunday School Superintendents Assn., Dr. Philip Howard’s report and speech; Wanamaker Primer on North American Indian 1909; Wanamaker Primer of Philadelphia 1910 

44 5

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The Conquerors painting story; “Flags of America” – booklet 1926; “Venture Village” – booklet 1928; “Shut-eye Towne in Whoseland” – booklet 1929; “No 10 Joy Street” – booklet 1930; “Around the Clock from Eight to Eight” – booklet 1931; Booklet – “My Flag” 

44 6

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Wanamaker’s Catalog – Spring/Summer #40 1896; Private Office stationary – John Wanamaker; “The Great Organ”; Catalog – Spring/Summer #60 1906 

44 7

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History Philadelphia photographic prints, etc.; “History of Philadelphia” – 1908 

44 8

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The Wanamaker Organ, “The American Organist” September 1988 

44 9

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“Dedication of the Wanamaker store, December 30, 1911” (incomplete folder) 

44 10

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John Wanamaker articles; AOV – Baltimore 1878; Christmas 1955 

44 11

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“Eagle Speaks” (store newsmagazine) 1950-1960 

45 1

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“Eagle Speaks” 1960-1966 

45 2

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“Eagle Speaks” 1966-1980 

45 3

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Congratulatory Letters Received 

45 4

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Congratulatory Letters Received 

45 5

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Christmas Light Show Design 1978 

45 6

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Christmas Light Show 1980-1984 

45 7

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“Wanamaker Firsts” booklet; Christmas Light Show – TV Guide 1989; Christmas catalogs undated 

45 8

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Volume

“Swing into Spring” Revlon Promotion 1962 

1

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British Import Promotional – Book 1 

2

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Christmas Court 1963 

3

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3 Notebooks combined - I.TV edit book – JW Xmas; II.F’s Work Book – Aug. 85; III.Edit book – updated Oct. 4 ‘85 

4

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“This is John Wanamaker” Photographic Album (has additional shots not in others) 

5

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“This is John Wanamaker” Photographic Album 

6

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Xmas 1966 

7

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Pictoral Record Book – Arts – Decorations – Grand Court Displays 1936 

8

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Pictoral Record Book – Arts – Decorations – Window Displays 1936 – Fashions, etc. 

9

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Wanamaker History Photographs 

10

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Festa D’ Italia 1962 

11

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Oversize

Philadelphia City Hall print and newspaper clipping regarding fireworks display 1851, undated 

Flat file 1

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Wanamaker and Brown advertisement, Philadelphia Inquirer, page 5 1863 April 27 

Flat file 2

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Wanamaker and Brown advertisement, Philadelphia Inquirer, page 5 1863 September 28 

Flat file 3

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Wanamaker and Brown advertisement, Philadelphia Inquirer, page 5 1863 October 17 

Flat file 4

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Wanamaker and Brown advertisement, Philadelphia Inquirer, page 5 1863 November 7 

Flat file 5

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Assorted prints and clippings of Wanamaker's store exterior 1860s-1890s 

Flat file 6

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John Wanamaker advertising calendar 1876 

Flat file 7

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Wanamaker's Grand Depot advertisement, Philadelphia Inquirer, page 5 1877 May 4 

Flat file 8

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Wanamaker's advertisement, Philadelphia Weekly Times 1878 June 22 

Flat file 9

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Wanamaker and Brown advertisement, "Quite Ridiculous" 1884 

Flat file 10

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Wanamaker advertisement, The Evening Call, page 5 1885 January 10 

Flat file 11

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Pages from clippings scrapbook, especially regarding Robert C. Ogden and Wanamaker's advertisements 1887, 1907, 1909, 1913, 1915, 1917-1919, undated 

Flat file 12

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Wanamaker advertisement, "Weather," The Evening Item 1890 

Flat file 13

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"John Wanamaker makes a telling speech" article and Women's Wear circular 1896, 1914 

Flat file 14

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Wanamaker's newspaper advertisements from Times-Chronicle and the  Public Ledger 1897, 1907 

Flat file 15

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Wanamaker's bicycle advertisement, The Philadelphia Times 1898 May 23 

Flat file 16

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Wanamaker's advertisment, newspaper fragment 1898 December 23 

Flat file 17

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"Wanamaker Daily store News" announcement in Philadelphia Public Ledger 1901 January 1 

Flat file 18

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Anniversary Chronicle Wanamaker's store newspaper 1904 March 

Flat file 19

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"Sparks" John Wanamaker advertisement for Philadelphia Automobile Show 1905 

Flat file 20

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Wanamaker's advertisement, The North American 

Flat file 21

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Wanamaker Herald, white sale catalog featuring ladies' nightgowns and petticoats 1906 January 

Flat file 22

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Wanamaker's Christmas advertisement, Philadelphia Evening Telegraph, page 26 and 27 1908 

Flat file 23

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Wanamaker's piano sale advertisement, Philadelphia Record, page 9 1911 January 23 

Flat file 24

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"President [...] dedicate[s] new house of business" article regarding Taft dedication of Wanamaker's store, The Evening Telegraph 1911 December 30 

Flat file 25

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"No Discontent" John Wanamaker editorial 1913 January 3 

Flat file 26

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Wanamaker's advertisements, Public Ledger, 2 pages 1924 April 19 

Flat file 27

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Wanamaker's Men's store advertisement, Evening Public Ledger 1932 October 10 

Flat file 28

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American Weekly advertisement regarding John Wanamaker, The New York Times 1943 May 19 

Flat file 29

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Wanamaker's advertising posters, 2 from the Philadelphia Inquirer 1954, 1956, 1961, undated 

Flat file 30

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Wanamaker's advertisement posters 1975, undated 

Flat file 31

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Miscellaneous advertising and display materials undated 

Flat file 32

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Wanamaker's advertisement, Ladies Home Journal, page 15, 1898 [photocopy] undated 

Flat file 33

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Wanamaker's store prints and advertisements [photocopies] undated 

Flat file 34

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West Minster Abbey and St. Margaret's Church, 1793, print; facsimile of American Revolution call for troops broadside undated 

Flat file 35

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Christmas light display and decoration designs 1959-1967, 1975, undated 

Flat file 36

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Wanamaker's Grand Court display designs and floor plans, especially Christmas 1950s-1960s 

Flat file 37

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Wanamaker's Grand Court display designs and floor plans, especially Christmas 1950s-1960s 

Flat file 38

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Wanamaker's Grand Court display designs and floor plans, especially Christmas 1950s-1960s 

Flat file 39

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Wanamaker's Grand Court display designs and floor plans, especially Christmas 1950s-1960s 

Flat file 40

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Wanamaker's Grand Court display designs and floor plans, especially Christmas 1950s-1960s 

Flat file 41

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"Christmas Cathedral" conceptual designs and floor plans, gothic cathedral sketches 1949, 1955, undated 

Flat file 42

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Gothic cathedral detail sketches and display designs for Wanamaker's "Christmas Cathedral" 1955, undated 

Flat file 43

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"Christmas Cathedral" sketches and conceptual designs circa 1955, undated 

Flat file 44

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Gothic cathedral detail sketches and display designs 1955, undated 

Flat file 45

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Wanmaker's Christmas conceptual designs 1967, undated 

Flat file 46

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Wanamaker's Grand Court Christmas conceptual designs and photographs 1967, undated 

Flat file 47

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Wanamaker's Grand Court Christmas conceptual designs 1967, undated 

Flat file 48

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Wanamaker's Christmas light show and display designs 1967-1969 

Flat file 49

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Beauvais Cathedral engraving [signed "Delaumee"?] undated 

Flat file 50

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Wanamaker's Christmas light show and display designs 1967-1969 

Flat file 51

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Wanamaker's Christmas light show and display designs 1967-1969 

Flat file 52

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Wiring and electrical diagrams for Christmas and light show, specially Wanamaker's Grand Court 1967-1969 

Flat file 53

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Christmas/Nutcracker display and light show designs 1968 

Flat file 54

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Christmas/Nutcracker display design sketches 1968, undated 

Flat file 55

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Wanamaker's Christmas light show and display designs 1968, undated 

Flat file 56

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Scenes from the nativity sketches undated 

Flat file 57

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Christmas conceptual designs circa 1960s 

Flat file 58

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Wanamaker's Christmas light show photographic proofs circa 1960s 

Flat file 59

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Wanamaker's Christmas light show and display designs circa 1960s 

Flat file 60

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Prints of Austrian scens featuring Schonbrunn Palace and Vienna Streets undated 

Flat file 61

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Prints of Germans village scenes undated 

Flat file 62

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Wanamaker's Christmas posters designs and mockups undated 

Flat file 63

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Wanamaker's Christmas posters designs and mockups undated 

Flat file 64

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Wanamaker's Grand Court photograph, featuring large crowd of people [Christmas light show?] undated 

Flat file 65

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Wanamaker's Chritmas light show and display designs undated 

Flat file 92

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Wanamaker's Christmas light show and display designs, electrical wiring diagrams, and New York Hilton Hotel ballroom floorplans 1969, undated 

Flat file 93

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Spring and Easter themed designs and floor plans 1949, 1950s, 1961-1965 

Flat file 66

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Food and Candy Bazaar floor plans 1951 

Flat file 67

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Rose Show, Wanamaker auditorium floor plans 1952 

Flat file 68

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Wanamaker's main entrance clock and fountain designs 1958, 1962 

Flat file 69

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Wanamaker's Grand Court and Anniversary Cake blue prints 1961 

Flat file 70

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"Seven Seas" display designs and floor plans 1961-1962 

Flat file 70

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"Festa d'Italia" display designs 1962 

Flat file 72

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"Imports" display designs and floor plans 1962 

Flat file 73

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"Exposition Britannia/ British Imports" display designs 1963 

Flat file 74

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"Fantasy Look" display designs 1967 

Flat file 75

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Fireworks Centennial Court and fireworks display designs 1975-1976 

Flat file 76

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"Proclaim Liberty" light show designs 1982 

Flat file 77

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Wanamaker organ photographs undated 

Flat file 78

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Wanamaker's Grand Court display designs featuring Corning Glass and Celanese plastic, mockups of store directories undated 

Flat file 79

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Wanamaker's Grand Court blue prints and floor plans, including advertising department 1955, 1958, 1968, undated 

Flat file 80

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Assorted store diplay designs, some blueprints 1950s-1960s 

Flat file 81

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Assorted store floor plans 1950s-1960s, undated 

Flat file 82

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Store and display designs for Moorestown, New Jersey and Kig of Prussia locations 1960s 

Flat file 83

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Assorted blue prints and floor plans for Moorestown, New Jersey and King of Prussia locations 1960s 

Flat file 84

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Academy of Natural Sciences renovation designs 1975 

Flat file 85

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New York News marked map of New York City 1952 

Flat file 86

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"Federal Reserve Sales Comparison" line graph charts 1956 

Flat file 87

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"Washington Crossing the Delaware" by Emanuel Leutze print 1961 

Flat file 88

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"Flight 67" poster mockups 1967 

Flat file 89

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Assorted drawings and designs undated 

Flat file 90

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John Wanamaker outlet stores photographs undated 

Flat file 91

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Assorted blue prints and floorplans, including Corning glass exhibition, Moorestown, New Jersey and King of Prussian stores undated 

Flat file 94

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