ECONE -t4 7^aiio4a/7ria (^ ffla i/rie 25 CENTS WINTER 1952-53 i ’rasum’s (Sm'tinns %U72£ fatouU ( A privately supported, state-wide, non-partisan, non-profit organization for the promotion and development of Maine’s agricultural, industrial and recreational resources.) 1952-53 WINTER 1952-53 Page T h e M a n I n T h e H a t h a w a y S h ir t Mary Woodman 3 Half Million Dollar Ad Hebron Academy ....................... William A. Hatch 8 Deacon Barrows “Little Ewe Lamb” Nickel Bus Line ...............;! .......................................... 15 Modern Transportation at Un-inflated Prices Maine Communities: Lewiston and Auburn ................................ .......................................... Richard A. Hebert 20 A r o u n d The Cracker Barrel > ___ Ruth Harvey 28 . Maine at Christmastime Skiing in Maine .............................................................. 33 Winter Recreation Areas Minstrelsy of Ma i n e ...............Edited by Dan Kelly 36 What is a Poet? Mother and Child ................... Don Boek Back Cover THE PINE CONE W IN TER 1952-53 VOL. 8, NO. 4 Published Quarterly by THE STATE OF MAINE PUBLICITY BUREAU PORTLAND - AUGUSTA - KITTERY - BANGOR - NEW YORK Main Office: 3 St. John St., Portland 4, Maine GUY P. BU TLER W ILLIAM A. HATCH Executive Manager Editorial Manager PINE CONE SUBSCRIPTION: $1 A YEAR (Printed in Maine on Maine-made Paper) The Man in the Hathaway Shirt Few commercial advertising campaigns have created the furor that Hathaway’s “man with the patch” has since its introduction to the consumer public in September, 1951. An immediate half-million dollar boost in sales is proof that glamour appeal is not confined to the field of feminine fa hions. B y Mary Woodman (Reprinted from the Waterville Morning Sentinel Sesqiiicentennhil Kdition) A picture of a distinguished looking, paign that Hathaway’s president middle-aged man, wearing a black Ellerton M. Jette, credits with bring patch over his right eye, influenced ing about the half million dollar boost Americans to spend half a million dol­ This merchandising miracle occurret lars more for Hathaway shirts in the at a time when clothing and textile! fall of 1951 and spring of 1952 than were generally low and many othei in the previous year. shirt companies were barely holding This glamorized photograph was their own in sales. If times had beei the mainstay of an advertising cam­ good the man with the black patcl WINTER, 1952-53 might have wrought even greater years worn a black patch on one eye, wonders. result of an accident that happened He appeared for the first time last on a fishing trip to Scotland when a September in the New Yorker Maga­ fly he was casting came back into his zine as “The Man in the Hathaway face. When Mr. Ogilvy brought into Shirt.” In the full page, color adver­ focus the elements of his finished ad­ tisement he was resplendent, soignee, vertisement the black patch had been irreproachable in dress, the mature, incorporated. seasoned sophisticate with ample This inspiration has brought him means and a talent for living. Most awards and fame in the advertising important of all, he wore a startling world. As already mentioned, it has black patch over one eye. also sold shirts. The reaction was instantaneous. Ronald Brown of D unham ’s of Thousands of letters from all over Maine, is a local witness to its ef­ the country and the world poured in­ ficacy. Dunham’s, with the largest to the Hathaway office in Waterville. stock of Hathaway shirts in the coun­ Publications, including Life, the Lon­ try, has seen its famous mail order don Daily Mirror and Paris news­ business increase in volume since the papers, carried stories about the strik­ beginning of the black patch advertis­ ing advertisement and the stir it had ing. “Some people just tear the page created. The New Yorker ran a car­ out of the magazine and say ‘Send a toon showing three men converging shirt like this,’ ” Mr. Brown remarked. on a clothing store and emerging with While the increased sales are high­ black patches on their right eyes. ly gratifying, Hathaway did not plan Some of the letters were fan mail, its advertising campaign with the addressed to the handsome model, who idea of producing a big volume, ac­ like Ezio Pinza, had proved that a cording to Melvyn Liggett, who is in middle-aged man can exert a glamor­ charge of the company’s manufactur­ ous, romantic appeal. He tuxmed out ing. Rather it aimed to convince to be equal to his billing. Debunkers American men that a quality shirt is who expected a commuter from Flat- worth the investment. bush were disappointed because the “Men who were willing enough to man with the black patch is a White pay $100 for a suit, didn’t w ant to Russian Count, son of a czarist gen­ put down more than $2.98 for a eral who fled from the Bolsheviks. shirt,” Mr. Liggett said. “We wanted to make those men realize that a good T he Count, in real life, does not shirt is not only more economical in wear a black patch. That was the in­ the long run, but is better looking, spiration of David Ogilvy, who more flattering to the appearance.” created the series of Hathaway ad­ vertisements in which he appears. With this in mind, texts of the Mr. Ogilvy, executive vice president Hathaway advertisements have con­ of the advertising firm of Hewitt, centrated on telling men why Hath­ Ogilvy, Benson & Mather, Inc., of away shirts are worth the extra New York, created his shirt model in money. Construction is emphasized, the image of a distinguished Amer­ for one thing. All Hathaway products ican diplomat, Lewis W. Douglas, im­ are manufactured with the single mediate past ambassador to Great needle stitching used by custom shirt B ritain. makers. Stitching is fine; there are Mr. Douglas, the impeccably 22 stitches to the inch. Sleeves are dressed, accomplished man of affairs, cut in one piece. The extra full- represented everything that Mr. Ogil­ shirts amounts to three extra yards vy wanted readers to associate with of cloth for every dozen. Hathaway shirts. In fact, he was But most of all Hathaway adver­ something of a shirt connoisseur him­ tising has talked about fabric. Copy­ self and favored custom shirts fault­ writers have grown lyrical about lessly made of the finest materials. woolen taffeta, linen batiste, hand- Musing on the personality of Mr. blocked paisleys. A typical advertise­ Douglas, whom he had long admired, ment reads “From St. Vincent in the Mr. Ogilvy remembered that the form­ British West Indies comes a cotton er ambassador had for two or three which looks like silk. It is called ‘Sea 4 THE PINE CONE “The man in the Hathaway Shirt," Baron George Wangell, is the son of a czarist general who fled from the Bolsheviks. He is modeling left, a Hathaway South Sea cotton shirt and right, the British Sea Island cotton shirt. Island’ and it is much in vogue Fabric has been the special concern among English boulevardiers. of Hathaway’s president, Mr. Jette. “Sea Island Cotton had been de­ He is internationally recognized as a scribed as ‘soft as swansdown, lus­ fabric designer and most of the cloth trous as satin, absorbent as wool, dur­ purchased abroad by Hathaway has able as linen.’ During the war the been woven to his specifications. Mr. Royal Air Force used it instead of silk Jette, who includes a wide knowledge for parachutes. of antiques among his accomplish­ “The demand for superfine Sea ments, grew up in the garment and Island vastly exceeds the supply— textile business. His know-how and only 1,000 bales were produced last skill, combined with artistry, have year. Hathaway bought the lion’s been a big factor in the growth of share. .” the C. F. H athaw ay Co., since he took An advertisement extolls pure silk over the presidency in 1932. foulard, hand-blocked in England; tattersall in superb woolen taffeta, It was Mr. Jette who instituted the imported from Perthshire; cashmere policy of upgrading the quality of woven for Hathaway in Scotland; Hathaway shirt. During the 1930s winter-weight gingham woven in when most manufacturers were con­ Scotland to Hathaway’s order. cerned with putting out the least ex­ This preoccupation with fabric has pensive product possible, he held his made Hathaway, since the war, the faith in the future of the high priced largest importer of shirtings in shirt. As a result the end of the de­ America. Purchases are made in pression saw Hathaway one of the England, Scotland, Ireland, France, few companies left in the quality field. Switzerland, Italy, India, China and Today it is one of the largest, if not Japan. the largest, manufacturer of high In all, Hathaway makes shirts in grade shirts. 8,000 different patterns of cloth and hundreds of different styles and col­ Development of the Hathaway lar designs. “Actually we’re doing name into a synonym for quality and semi-custom manufacturing on a vol­ style has been gradual. Ten years ume basis,” Mr. Liggett said. ago most of the company’s output was WINTER, 1952-53 5 retailed under store labels. The first a third manufacturing establishment move toward a Hathaway identifica­ was inaugurated in Lowell, Mass. At tion was a red H bar tack at the side present about 75 per cent of the pro­ seams. Customers who learned to ap­ duction, handled by 600 employes, is preciate the features of Hathaway cut located in Waterville. and styling began to ask for the red- Although Hathaway has risen to marked shirts.