vintage recycling: 1940 Happy New Year!

Calendar of Memory for 1940

~ Rust Craft Cards

Does she look familiar?!

this ad shows the "Calendar of Memory for 1940" offered

by Rust Craft Cards.

In case you missed it... HERE you can see the Christmas Card

List with the same image which I previously posted.

I went looking through my Rust Craft Rustlers to see

if I could find out more about this pretty illustration and voila!

Rustler, August 1939

<<< thank you Mr. Chase,

for publishing such a

wonderful and THOROUGH trade magazine! >>>

this sign was designed for store window display

"This sign will let your customers know that
the Calendar is free for the asking,
and should be placed in your window
as soon as your Calendars are unpacked."

I found this ad in the
November 1939 Rust Craft Rustler
urging dealers to
"START DISTRIBUTING YOUR
CALENDAR OF MEMORY NOW!"
"Every Calendar works for you 365 days in the year at less than a cent and a quarter apiece. "

it goes on to point out,
"RUST CRAFT DEALERS
WILL DISTRIBUTE
OVER TWO MILLION
CALENDARS THIS YEAR"

indeed this pretty image was so well received by customers it was deemed,

"THE MOST POPULAR CHRISTMAS DEALER BAG EVER PUBLISHED"

"Brilliant red bag with the Calendar of Memory design beautifully reproduced by the PHOTOGRAVURE process."

wiki tells us: Photogravure is an intaglio printmaking or photo-mechanical process whereby a copper plate is coated with a light-sensitive gelatin tissue which had been exposed to a film positive, and then etched, resulting in a high quality intaglio print that can reproduce the detail and continuous tones of a photograph.
and Intaglio (/ɪnˈtæli.oʊ/ in-TAL-ee-oh) is the family of printing and printmaking techniques in which the image is incised into a surface, and the incised line or sunken area holds the ink. It is the direct opposite of a relief print.