Searches for Target II advertisements show identical advertisements only appearing in the Salt Lake Tribune in November and December 1960. The first known ad that uses Sheaffer provided copy appears in the November 18, 1960, Salt Lake Tribune with the headline “Compare Sheaffer’s new ‘Target II’ fountain pen with others costing twice as much!” and interestingly introduces a new Sheaffer Target II at a price point of $10, not the $8.75 price point revealed in the Sheaffer’s Review announcements nor in any advertisements that show the pen simply as the Sheaffer Target. The new Target is described in a short paragraph, but there are no images or official Sheaffer ad copy. The earliest known mention appears in a page of local retailer announcements in the November 6, 1960, Orlando Sentinel. The first advertisements for the new Target appear in November 1960. standard in size.”Īdvertisements, left, Richmond Times Dispatch November 25, 1960, page 37, right, Salt Lake Tribune, November 18, 1960, page 8B They also discuss how Sheaffer dealers want specific programs that are tailored to their account, whether “commercial stationers, jewelers, department stores, drug stores.” At the end of this high level overview, they announce a “new Touchdown pen selling at $8.75 which answers the need for a lower-priced item with the prestige features and design of more expensive pens.” In the June 1960 Sheaffer’s Review the new Target is named and announced, described as “similar to the styling of our PFM pen but. They talk about how important point of sale displays are to attract customers and show the value and features of each high end writing instrument. Reavey, Marketing Director and Greg Rouleau, Advertising and Merchandising Manager outline a specialization strategy for Sheaffer that includes separating “prestige writing instruments” from “popular priced writing instruments” with distinctive packaging, advertising and point of sale displays. The Target is first mentioned, though not named, in an article in the April / May 1960 Sheaffer’s Review, the internal company employee magazine. It appears to have been a herald of things to come from Sheaffer, a precursor to the slimming down of the PFM shape to the Imperial size that would happen by early 1961. The Sheaffer Target is something of an enigma. Sheaffer Target Green pen and pencil set with box c. By Jim Mamoulides, December 18, 2005, updated March 20, 2023
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