Frederick M. Yost collection on John Wanamaker's department store publicity 3440 Finding aid prepared by Sabrina Bocanegra and Megan Evans..
Last updated on November 09, 2018.
Historical Society of Pennsylvania
; 2016. Frederick M. Yost collection on John Wanamaker's department store publicity
Table of Contents
Summary Information...... 3 Biography/History...... 4 Scope and Contents...... 5 Administrative Information...... 5 Controlled Access Headings...... 6 Collection Inventory...... 7
- Page 2 - Frederick M. Yost collection on John Wanamaker's department store publicity
Summary Information
Repository Historical Society of Pennsylvania
Creator Yost, Frederick M.
Title Frederick M. Yost collection on John Wanamaker's department store publicity
Call number 3440
Date [bulk] 1949-1980
Date [inclusive] 1863-1984
Extent 22 linear feet (; 45 boxes, 11 volumes, 94 flat files)
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.
- Page 3 - Frederick M. Yost collection on John Wanamaker's department store publicity
Cite as:
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.
Biography/History
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.
- Page 4 - Frederick M. Yost collection on John Wanamaker's department store publicity
Scope and Contents
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.
Administrative Information
Historical Society of Pennsylvania
; 2016. Finding aid prepared by Sabrina Bocanegra and Megan Evans..
Sponsor Processing made possible by a generous donation from Maxine and Howard Lewis.
Access Restrictions The collection is open for research.
Provenance Provenance unknown.
- Page 5 - Frederick M. Yost collection on John Wanamaker's department store publicity
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.
- Page 6 - Frederick M. Yost collection on John Wanamaker's department store publicity
Collection Inventory
Box
John Wanamaker Collection (miscellaneous to be filed). 1
Old Grand Court Photos 1949-1955; John Wanamaker Merchandising Policies 1949; 2 Christmas Decorations 1949-1951; Christmas Windows 1949-1954.
Christmas Windows 1951-1954; Business Policies 1952-1954; Christmas 1952-1954. 3
Walk Through Christmas 1954; Christmas Court 1955; Cathedral and Fountains 4 1955-1956; Christmas Cathedral 1956; Christmas 1957.
Miscellaneous 1957-1961; Christmas Photographs 1958; "Wanamaker's Has Everything" 5 1959.
Import Promotions - Photographs 1958-1959; Christmas Tree 1958-1959; Coty Promotions 6 1959-1964.
Revlon Promotions 1960-1963; 100th Anniversary – Book 1 – Ford Promotion 1961. 7
100th Anniversary Ideas 1961. 8
- Page 7 - Frederick M. Yost collection on John Wanamaker's department store publicity
100th Anniversary – Book 3 1961. 9
100th Anniversary – Golden Egg Script 1961; 100th Anniversary 1961; Christmas 1961. 10
100th Anniversary – Ford Promotion 1961; Festival of Italy 1961; Slide Presentation, “A 11 Tree is as Strong as its Trunk” 1962; Festa D’Italia (copy 1) 1962; Festa D’Italia (copy 2) 1962.
Miscellaneous Promotions 1962; 101st Anniversary Promotions 1962; Rhapsody of Steel 12 Promotion 1962; Festa D’Italia, Expo Britannia Photos 1962; Festa D’Italia 1962.
(1960) Christmas Tree in 1/3rds 1962; Britannia (Buyer’s Booklet) 1963; Exposition 13 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.
1958-1963 Lanvin Promotions 1963; The British Are Here 1963; VIP’s at John Wanamaker 14 – Photographs 1964; News International Display Exhibit (interior) 1964.
Exposition Britannia #1 1963. 15
Exposition Britannia #2 1963. 16
- Page 8 - Frederick M. Yost collection on John Wanamaker's department store publicity
News International Exhibit – Windows 1964; News International 1964; News International 17 – Import 1964.
Christmas Records Yost 1964; Cantrese Promotion 1964; Revlon Spring Shower 1964; 18 News International 1964; Corning Promotion 1964; Coty Promotion 1964.
Dana Promotion 1964; Dana Court – Ambush 1965; Dana Promotion – 7 Seas Shop 1965; 19 Dana, Canoe – Windows, Interior 1965; Coty, Book 2 1965; Revlon 1965; Dana, Canoe – Windows 1965; Revlon – Spring 1965.
Mediterranean Promotion 1965; Mediterranean Bazaar 1965; Japanese Court 1965; 20 Christmas Tree Controls 1965; King of Prussia – Christmas 1965; Dana Court of Enchantment, Opening of “My Fair Lady” 1965; Japanese Court 1965.
Import – Mediterranean Bazaar 1965; NAEA Presentation 1965; Christmas 1965. 21
Christmas 1965; Christmas Control Formations 1965; Historical Society of Pennsylvania 22 Presentation; Also – History of Exhibits 1965; Christmas Controls and Relays 1965; Max Factor 1966; Import “Hello World” II 1966.
Import “Hello World” 1966; Hello World 1966; Miscellaneous Fashion Shows – Interiors 23 1966; Montreal Expo 1967; Max Factor Promotion 1967.
American Management Association Promotion 1966; Organization 1966. 24
- Page 9 - Frederick M. Yost collection on John Wanamaker's department store publicity
John Wanamaker tie-in-other promotions 1966; Creative Merchandising 1966; How Can a 25 Store Trade Up? 1966; American Management Association Final Show 1966.
Corning 1966; Celanese, Contract and Details 1966; Harvard Business School Presentation 26 1967; Christmas, Miscellaneous 1967.
Show Legend and Train Box Control 1968; Christmas Ledges 1968; Christmas Cathedral, 27 ledges, drawings 1970.
Philadelphia Odyssey, Show Script 1976; Christmas Schedule 1976; Christmas 1977. 28
Christmas Tree 1978; Great Adventure Entertainment Park Marketing Report 1978; 29 Christmas 1979.
Christmas, “Home Book” 1980; Christmas, “Fred’s Book” 1981; Christmas Storage 1981; 30 Century IV – 400 years of Pennsylvania Fabulous Philadelphia, 9 screen projection 1982.
Christmas 1982; Christmas 1983; Christmas 1984. 31
Sales promos, forms, speeches; Christmas - all years' installations; Court crowds - photos; 32 Visual merchandising - staff manual; Miscellaneous exhibits and promotions - photos.
- Page 10 - Frederick M. Yost collection on John Wanamaker's department store publicity
Discotheques; Import and Miscellaneous Photos; Display Staff at work, Christmas; King of 33 Prussia Store, Photos; John Wanamaker tie-in with art – Munkacsy; Miscellaneous Photos.
Westminster Cross; John Wanamaker Cross at Westminster; Crowd Shots at Wanamaker’s; 34 King of Prussia John Wanamaker Store Eagle; Memorial Scrapbook – Large News Clippings Book; Miscellaneous.
Photographic Book 1932, Compilation of Data and Highlights of the Men’s Store Interior 35 by Howard L. Kratz, Portraits of those associated in construction and completion of the building; “This is John Wanamaker” Photographic Album.
Several spiral notebooks: “This is John Wanamaker” Photographic Albums. 36
The Philadelphia Inquirer advertisements 1961 and 1968; Philadelphia Times 37 advertisements 1898; Large portfolio – Christmas advertisements, miscellaneous advertisements, and institutions; 3 Wanamaker Christmas catalogues undated; Rigging the Christmas Cathedral 1955.
Large advertising posters 1950-1960. 38
Exposition Britannica – display book 1963; News International – display book 1964; 39 Celenese Production – display book 1966.
Westminster Cross, Westminster Abbey Booklet. 40 1
- Page 11 - Frederick M. Yost collection on John Wanamaker's department store publicity
Christmas Chimes Booklet 1979; Armistice Night Booklet 1926; Short 40 2 History of John Wanamaker.
Farm Journal, No. 1 March 1877. 40 3
Stationary of John Wanamaker. 40 4
Edwin Hoffman, President of John Wanamaker. 40 5
“I was There” booklet of 1911. 40 6
Art Gallery in Wanamaker’s 1918. 40 7
Wilmington Store Photograph. 40 8
Institutional Advertisements 1938-1945; American Heritage Magazine, June 1957; 40 Miscellaneous Advertising Materials 1965; Hello World Advertisement 1966; Expositon ‘67 1967.
Miscellaneous advertising materials and displays: “Rocket Express” (Monorail) drawings 41 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.
- Page 12 - Frederick M. Yost collection on John Wanamaker's department store publicity
Drawings of Grand Court, floor plans, ledgers; Miscellaneous advertising materials; 42 Photograph of Mr. Richard Bond; Photograph of Mr. Frederick Yost.
Moorestown Mall aerial photographs and drawings of the fountain; King of Prussia store, 43 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.
Store Floor Plan – Philadelphia store 1969. 44 1
Newspaper articles – Westminster Cross 1965. 44 2
Yost Photograph in Paris 1956; Board of Trade Journal 1963; Direct 44 3 Marketing Magazine – John Wanamaker article 1986.
Christmas Light Show – original drawings of the tree. 44 4
“Our Association After Fifty Years” 1930; Book – Presbyterian Sunday 44 5 School Superintendents Assn., Dr. Philip Howard’s report and speech; Wanamaker Primer on North American Indian 1909; Wanamaker Primer of Philadelphia 1910.
The Conquerors painting story; “Flags of America” – booklet 1926; 44 6 “Venture Village” – booklet 1928; “Shut-eye Towne in Whoseland” –
- Page 13 - Frederick M. Yost collection on John Wanamaker's department store publicity
booklet 1929; “No 10 Joy Street” – booklet 1930; “Around the Clock from Eight to Eight” – booklet 1931; Booklet – “My Flag”.
Wanamaker’s Catalog – Spring/Summer #40 1896; Private Office stationary 44 7 – John Wanamaker; “The Great Organ”; Catalog – Spring/Summer #60 1906.
History Philadelphia photographic prints, etc.; “History of Philadelphia” – 44 8 1908.
The Wanamaker Organ, “The American Organist” September 1988. 44 9
“Dedication of the Wanamaker store, December 30, 1911” (incomplete 44 10 folder).
John Wanamaker articles; AOV – Baltimore 1878; Christmas 1955. 44 11
“Eagle Speaks” (store newsmagazine) 1950-1960. 45 1
“Eagle Speaks” 1960-1966. 45 2
“Eagle Speaks” 1966-1980. 45 3
- Page 14 - Frederick M. Yost collection on John Wanamaker's department store publicity
Congratulatory Letters Received. 45 4
Congratulatory Letters Received. 45 5
Christmas Light Show Design 1978. 45 6
Christmas Light Show 1980-1984. 45 7
“Wanamaker Firsts” booklet; Christmas Light Show – TV Guide 1989; 45 8 Christmas catalogs undated.
Box
“Swing into Spring” Revlon Promotion 1962. 1
British Import Promotional – Book 1. 2
Christmas Court 1963. 3
3 Notebooks combined - I.TV edit book – JW Xmas; II.F’s Work Book – Aug. 85; III.Edit 4 book – updated Oct. 4 ‘85.
“This is John Wanamaker” Photographic Album (has additional shots not in others). 5
- Page 15 - Frederick M. Yost collection on John Wanamaker's department store publicity
“This is John Wanamaker” Photographic Album. 6
Xmas 1966. 7
Pictoral Record Book – Arts – Decorations – Grand Court Displays 1936. 8
Pictoral Record Book – Arts – Decorations – Window Displays 1936 – Fashions, etc. 9
Wanamaker History Photographs. 10
Festa D’ Italia 1962. 11
Box
Philadelphia City Hall print and newspaper clipping regarding fireworks display, 1851, Flat file 1 undated.
Wanamaker and Brown advertisement, Philadelphia Inquirer, page 5, 1863 April 27. Flat file 2
Wanamaker and Brown advertisement, Philadelphia Inquirer, page 5, 1863 September 28. Flat file 3
Wanamaker and Brown advertisement, Philadelphia Inquirer, page 5, 1863 October 17. Flat file 4
- Page 16 - Frederick M. Yost collection on John Wanamaker's department store publicity
Wanamaker and Brown advertisement, Philadelphia Inquirer, page 5, 1863 November 7. Flat file 5
Assorted prints and clippings of Wanamaker's store exterior, 1860s-1890s. Flat file 6
John Wanamaker advertising calendar, 1876. Flat file 7
Wanamaker's Grand Depot advertisement, Philadelphia Inquirer, page 5, 1877 May 4. Flat file 8
Wanamaker's advertisement, Philadelphia Weekly Times, 1878 June 22. Flat file 9
Wanamaker and Brown advertisement, "Quite Ridiculous", 1884. Flat file 10
Wanamaker advertisement, The Evening Call, page 5, 1885 January 10. Flat file 11
Pages from clippings scrapbook, especially regarding Robert C. Ogden and Wanamaker's Flat file 12 advertisements, 1887, 1907, 1909, 1913, 1915, 1917-1919, undated.
Wanamaker advertisement, "Weather," The Evening Item, 1890. Flat file 13
"John Wanamaker makes a telling speech" article and Women's Wear circular, 1896, 1914. Flat file 14
- Page 17 - Frederick M. Yost collection on John Wanamaker's department store publicity
Wanamaker's newspaper advertisements from Times-Chronicle and the Public Ledger, Flat file 15 1897, 1907.
Wanamaker's bicycle advertisement, The Philadelphia Times, 1898 May 23. Flat file 16
Wanamaker's advertisment, newspaper fragment, 1898 December 23. Flat file 17
"Wanamaker Daily store News" announcement in Philadelphia Public Ledger, 1901 Flat file 18 January 1.
Anniversary Chronicle Wanamaker's store newspaper, 1904 March. Flat file 19
"Sparks" John Wanamaker advertisement for Philadelphia Automobile Show, 1905. Flat file 20
Wanamaker's advertisement, The North American. Flat file 21
Wanamaker Herald, white sale catalog featuring ladies' nightgowns and petticoats, 1906 Flat file 22 January.
Wanamaker's Christmas advertisement, Philadelphia Evening Telegraph, page 26 and 27, Flat file 23 1908.
- Page 18 - Frederick M. Yost collection on John Wanamaker's department store publicity
Wanamaker's piano sale advertisement, Philadelphia Record, page 9, 1911 January 23. Flat file 24
"President [...] dedicate[s] new house of business" article regarding Taft dedication of Flat file 25 Wanamaker's store, The Evening Telegraph, 1911 December 30.
"No Discontent" John Wanamaker editorial, 1913 January 3. Flat file 26
Wanamaker's advertisements, Public Ledger, 2 pages, 1924 April 19. Flat file 27
Wanamaker's Men's store advertisement, Evening Public Ledger, 1932 October 10. Flat file 28
American Weekly advertisement regarding John Wanamaker, The New York Times, 1943 Flat file 29 May 19.
Wanamaker's advertising posters, 2 from the Philadelphia Inquirer, 1954, 1956, 1961, Flat file 30 undated.
Wanamaker's advertisement posters, 1975, undated. Flat file 31
Miscellaneous advertising and display materials, undated. Flat file 32
Wanamaker's advertisement, Ladies Home Journal, page 15, 1898 [photocopy], undated. Flat file 33
- Page 19 - Frederick M. Yost collection on John Wanamaker's department store publicity
Wanamaker's store prints and advertisements [photocopies], undated. Flat file 34
West Minster Abbey and St. Margaret's Church, 1793, print; facsimile of American Flat file 35 Revolution call for troops broadside, undated.
Christmas light display and decoration designs, 1959-1967, 1975, undated. Flat file 36
Wanamaker's Grand Court display designs and floor plans, especially Christmas, Flat file 37 1950s-1960s.
Wanamaker's Grand Court display designs and floor plans, especially Christmas, Flat file 38 1950s-1960s.
Wanamaker's Grand Court display designs and floor plans, especially Christmas, Flat file 39 1950s-1960s.
Wanamaker's Grand Court display designs and floor plans, especially Christmas, Flat file 40 1950s-1960s.
Wanamaker's Grand Court display designs and floor plans, especially Christmas, Flat file 41 1950s-1960s.
- Page 20 - Frederick M. Yost collection on John Wanamaker's department store publicity
"Christmas Cathedral" conceptual designs and floor plans, gothic cathedral sketches, 1949, Flat file 42 1955, undated.
Gothic cathedral detail sketches and display designs for Wanamaker's "Christmas Flat file 43 Cathedral", 1955, undated.
"Christmas Cathedral" sketches and conceptual designs, circa 1955, undated. Flat file 44
Gothic cathedral detail sketches and display designs, 1955, undated. Flat file 45
Wanmaker's Christmas conceptual designs, 1967, undated. Flat file 46
Wanamaker's Grand Court Christmas conceptual designs and photographs, 1967, undated. Flat file 47
Wanamaker's Grand Court Christmas conceptual designs, 1967, undated. Flat file 48
Wanamaker's Christmas light show and display designs, 1967-1969. Flat file 49
Beauvais Cathedral engraving [signed "Delaumee"?], undated. Flat file 50
Wanamaker's Christmas light show and display designs, 1967-1969. Flat file 51
- Page 21 - Frederick M. Yost collection on John Wanamaker's department store publicity
Wanamaker's Christmas light show and display designs, 1967-1969. Flat file 52
Wiring and electrical diagrams for Christmas and light show, specially Wanamaker's Grand Flat file 53 Court, 1967-1969.
Christmas/Nutcracker display and light show designs, 1968. Flat file 54
Christmas/Nutcracker display design sketches, 1968, undated. Flat file 55
Wanamaker's Christmas light show and display designs, 1968, undated. Flat file 56
Scenes from the nativity sketches, undated. Flat file 57
Christmas conceptual designs, circa 1960s. Flat file 58
Wanamaker's Christmas light show photographic proofs, circa 1960s. Flat file 59
Wanamaker's Christmas light show and display designs, circa 1960s. Flat file 60
Prints of Austrian scens featuring Schonbrunn Palace and Vienna Streets, undated. Flat file 61
- Page 22 - Frederick M. Yost collection on John Wanamaker's department store publicity
Prints of Germans village scenes, undated. Flat file 62
Wanamaker's Christmas posters designs and mockups, undated. Flat file 63
Wanamaker's Christmas posters designs and mockups, undated. Flat file 64
Wanamaker's Grand Court photograph, featuring large crowd of people [Christmas light Flat file 65 show?], undated.
Wanamaker's Chritmas light show and display designs, undated. Flat file 92
Wanamaker's Christmas light show and display designs, electrical wiring diagrams, and Flat file 93 New York Hilton Hotel ballroom floorplans, 1969, undated.
Spring and Easter themed designs and floor plans, 1949, 1950s, 1961-1965. Flat file 66
Food and Candy Bazaar floor plans, 1951. Flat file 67
Rose Show, Wanamaker auditorium floor plans, 1952. Flat file 68
Wanamaker's main entrance clock and fountain designs, 1958, 1962. Flat file 69
- Page 23 - Frederick M. Yost collection on John Wanamaker's department store publicity
Wanamaker's Grand Court and Anniversary Cake blue prints, 1961. Flat file 70
"Seven Seas" display designs and floor plans, 1961-1962. Flat file 70
"Festa d'Italia" display designs, 1962. Flat file 72
"Imports" display designs and floor plans, 1962. Flat file 73
"Exposition Britannia/ British Imports" display designs, 1963. Flat file 74
"Fantasy Look" display designs, 1967. Flat file 75
Fireworks Centennial Court and fireworks display designs, 1975-1976. Flat file 76
"Proclaim Liberty" light show designs, 1982. Flat file 77
Wanamaker organ photographs, undated. Flat file 78
Wanamaker's Grand Court display designs featuring Corning Glass and Celanese plastic, Flat file 79 mockups of store directories, undated.
- Page 24 - Frederick M. Yost collection on John Wanamaker's department store publicity
Wanamaker's Grand Court blue prints and floor plans, including advertising department, Flat file 80 1955, 1958, 1968, undated.
Assorted store diplay designs, some blueprints, 1950s-1960s. Flat file 81
Assorted store floor plans, 1950s-1960s, undated. Flat file 82
Store and display designs for Moorestown, New Jersey and Kig of Prussia locations, 1960s. Flat file 83
Assorted blue prints and floor plans for Moorestown, New Jersey and King of Prussia Flat file 84 locations, 1960s.
Academy of Natural Sciences renovation designs, 1975. Flat file 85
New York News marked map of New York City, 1952. Flat file 86
"Federal Reserve Sales Comparison" line graph charts, 1956. Flat file 87
"Washington Crossing the Delaware" by Emanuel Leutze print, 1961. Flat file 88
"Flight 67" poster mockups, 1967. Flat file 89
- Page 25 - Frederick M. Yost collection on John Wanamaker's department store publicity
Assorted drawings and designs, undated. Flat file 90
John Wanamaker outlet stores photographs, undated. Flat file 91
Assorted blue prints and floorplans, including Corning glass exhibition, Moorestown, New Flat file 94 Jersey and King of Prussian stores, undated.
- Page 26 -