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Frederick M. Yost Collection on John Wanamaker's Department Store Publicity 3440 Finding Aid Prepared by Sabrina Bocanegra and Megan Evans

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Frederick M. Yost Collection on John Wanamaker's Department Store Publicity 3440 Finding Aid Prepared by Sabrina Bocanegra and Megan Evans 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
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