Slingerland Ads and Correspondence
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-- Updated 30 Jul 04 --
 
I would like to thank my friend Tim Stevens for clarifying some information about ads and how companies used their ads as a tracking device.  Many large companies, and Slingerland was certainly a large company, would use an address that was not their "official" address, knowing full well that the Post Office would deliver the mail to the company, regardless of the address...  Then, when they received mail addressed to that different address, they knew from which publication the respondent got the information.  The ad from 1917 did not even use a street address, only a Department number, again, undoubtably a way to track the publication that the ad appeared in.  Note the ads for 1938... the address is different for different publications, as well as the addition of a Dept. number.  Then again, how many of us use certain little "tricks" to see who's selling our name to mailing lists?  Certainly a time-honored tradition!

Ad from the April, 1917 issue of "Illustrated World" -- Offers a free instrument with lessons -- guarantees success or no charge!  Address is given only as Slingerland School of Music, Dept. 232, Chicago, IL. Close up of the Slingerland ad. 1920's full page ad from Popular Mechanics for Slingerland's Correspondence School of Music.  Note that the instrument you receive with the lessons is guaranteed to be worth $20 or more!  Address is 1815 Orchard St. A second 1920's full page ad from Popular Mechanics for Slingerland's Correspondence School of Music.  The same ad as the previous one, only the location of the coupon is switched. 1925 ad from Popular Mechanics, basically the same copy as the earlier ads, but re-written in a smoother style.   This has yet a different address, Dept. 2, Lincoln Park P.O., Chicago, IL.
November, 1936 ad from Popular Mechanics, showing the Songster Lap Steel, amplifier & drum kit with the address of 1325 Belden Ave.  Ad is good for $1 credit. March, 1937 ad from Popular Science Monthly, showing the Nite Hawk & drum kit with the address of 1326 Belden Ave.   Again, the ad is worth $1 credit. May, 1937 ad from Popular Mechanics, showing the Nite Hawk & drum kit with the address of 1325 Belden Ave.  Again, the ad is worth $1 credit. November, 1937 ad, showing for the first time (in any of the ads that I've seen) Gene Krupa with his Slingerland drum set.   The ad copy is virtually the same as the rest of the ads from the 30's. April, 1938 ad from Popular Mechanics with the Nite Hawk and a pic of Gene Krupa.  Ad mentions to "ask for Special Information on How to Organize Drum and Bugle Corps." and is still good for $1 off.  Address is now 1330 Belden.
August, 1938 ad from Popular Mechanics showing the Nite Hawk with a small pic of Gene Krupa.  Bugles are mentioned in this ad.  Address is still 1330 Belden Ave. June, 1939 Popular Mechanics ad showing Gene Krupa and his drums with a small picture of the New Marvel, their top of the line f-hole.  The address is again 1330 Belden Ave, but the company name is now The Slingerland Drum Co. and once again, bugles are mentioned. 1936 envelope that contained a catalog (same as the Original 30's catalog - now known to be 1936 or earlier), letter signed by H. H. Slingerland, Order Blank for Slingerland May-Bell Instruments, & a coupon good for 1$ off.  Address is corner of Belden Ave. & Ward St.  It should be noted that Ward St. does not exist anymore in Chicago.  Postage was 1½ cents. Letter dated Dec. 1, 1936 signed by H. H. Slingerland Order Blank, address of 1325 Belden Ave.
Front of "$1.00 Cash Value" coupon Back of "$1.00 Cash Value" coupon



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