Shute & Merchant
advertising
During 1906 Shute & Merchant ran an advertising campaign that used scenic postcards.
Many of these images of the Cape Ann area were photos used in some of the published
view books about Gloucester, and all the images were available as regular postcards
the Shute & Merchant series included at least 26 different scenes.
Shute & Merchant was encouraging people to try their new line of fish products in glass tumblers.
These same items were shown in a series of print ads in the Youth's Companion Magazine around that same time.
Most of the postcards used as a Shute & Merchant advertising campaign in 1906 were horizontal in format. This one, just recently discovered, uses a vertical composition of the rocky area known as Mother Ann at Eastern Point. More importantly, this particular postcard provides the explanation as to how all the other postcards advertising Shute & Merchant products were used by the company.