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“Special to the Man of the House.”
This was the title of a letter that once went out to Western Producer subscribers, a copy of which was handed to me in church recently.
The Man of the House in this case was Joe Gariepy of Lac Vert, Sask., but I noted the coupon was filled out by Mrs. Joe Gariepy.
It offered the “same low subscription rates of three years $3, two years $2.25 and one year $1.50.” Since the original subscription rate in 1923 was $2 per year, this tells me this letter probably was sent out after the 1930s had made it clear a lesser rate was needed for hard-hit farm families.
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The Producer circulation manager was offering a choice of a “Boss” lighter or a pair of combination pliers as an incentive to subscribe. Mrs. Gariepy opted for the lighter.
When Glenn Caleval woos subscribers today, he wouldn’t think of addressing letters to the “Man of the House.” That’s regarded as sexist and discriminatory. Besides, I suspect, in a large number of families it is the woman who is in charge of keeping subscriptions current. She might not be tempted by either a Boss lighter or a pair of pliers.
The newspaper today has so much more to offer all types of farmers that there is much less emphasis on lighting your fire or cutting your barbed wire.
Indeed, Glenn’s advertising pitches in this newspaper are more usefully informational than exhortational (if there is such a word.)
I’d like to thank Ralph Sutherland of Saskatoon for giving me the ancient subscription form. I’ll have to remind him that the prices of everything have gone up a little in the last 60 or so years.
