Continuing Catalog Advertising

Don’t believe anyone who tells you that websites have killed the retail catalog business. Our family still receives dozens per year, most of which we’ve never requested and few of which we ever get to read.

Hammacher Schlemmer of New York City claims to be "America’s longest running catalog" and it is the champion at least in our household. In 2008, we received 13 of them, all in full color and ranging in size from 72 to 96 pages.

The front cover of each says: "Offering the Best, the Only and the Unexpected for 160 years." Inside the "Holiday Preview" issue, we’re told that "five generations of customers have frequented our landmark store or browsed our catalog."

Began in The Bowery in 1848

The company began in 1848 with a store in the Bowery of New York City.

"From the days of velvet-lined hardware display cases and doormen donned in tailcoats, to our current white glove delivery service on select purchases, we at Hammacher Schlemmer strive for customer service second to none," it adds.

Each catalog contains pictures and detailed descriptions of unique items, muost of which you probably would not find in either Walmart or Macy’s. Samples:

Sample Items

A 3-wheeled cooler that can carry 24 beverage cans and eight pounds of ice while being ridden at 14 miles per hour on a 500-watt electric motor.

A fiberglass rocket ride, complete with rocket sound effects, like you used to find in front of supermarkets in the 1960s.

A walking stick that converts into a four and a half inch telescope, "allowing you to quickly discern the details of your environment."

You’ll find those and about 300 other gizmos and unique items in most issues, each with pictures, prices, shipping weight and descriptions that read better than a lot of magazines do.

The company says it hopes to keep it up for another 160 years. We hope they do.