Excerpt from Twenty-Fifth Anniversary
The biggest little thing in the advertising world that has suffered much in the past both from prejudice and ignorance has been the Trading Stamp. The Sperry Hutchinson Company has owned, developed and operated the Green Trading Stamp Service for a period of twenty-five years in the face of all of this opposition. As the promoter of a Discount System for Cash Trade, it has been my ambition to welcome all manner of investigations from Federal Trade Commissions, public bodies and individuals, with an idea of ascertaining just what our troubles were and with the further idea of informing those who had a prejudice or were ignorant of our proposition in order that they might become better acquainted with it.
Of course I know - as you must know - that twenty-five years of doing business with merchants has brought us much experience and has taught us many things that no one could know or learn excepting from this experience; and likewise it would naturally follow that the Trading Stamp idea had been studied and quite thoroughly understood by those agencies in the business world that are supposed to stimulate sales and aid distribution.
I believe all of this has happened, for I know that we have more satisfied merchants doing business with us, and the business is on a higher plane than it has ever been. I think it is fully understood to-day that the merchant who uses our Discount Service does not use it in place of anything else. I mean by that it does not supplant his advertising expense, his billboard display, his show window dressing expense, his delivery service, or the many other things that he offers by way of inducement.
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