John Wanamaker - Budget Maker

John Wanamaker (July 11, 1838 â€" December 12, 1922) was an American merchant and religious, civic and political figure, considered by some to be a proponent of advertising and a "pioneer in marketing". He was born in Philadelphia, Pennsylvania, and served as U.S. Postmaster General.

Biography

Wanamaker was born on July 11, 1838, in a then-rural, unincorporated area that would in time come to be known as the Grays Ferry neighborhood of South Philadelphia. His parents were John Nelson Wanamaker, a brickmaker and a native of Kingwood, New Jersey, and Elizabeth Deshong Kochersperger, daughter of a farmer and innkeeper at Gray's Ferry in Philadelphia whose ancestors had hailed from Rittershoffen in Alsace, France, and from Canton Bern in Switzerland.

He opened his first store in 1861, in partnership with his brother in-law Nathan Brown, called "Oak Hall", at Sixth and Market Streets in Philadelphia, adjacent to the site of George Washington's Presidential home. Oak Hall grew substantially based on Wanamaker's then-revolutionary principle: "One price and goods returnable". In 1869, he opened his second store at 818 Chestnut Street and capitalizing on his own name (due the untimely death of his brother-in-law) and growing reputation, renamed the company John Wanamaker & Co. In 1875 he purchased an abandoned railroad depot and converted it into a large store, called John Wanamaker & Co. "The Grand Depot". Wanamaker's is considered the first department store in Philadelphia.

In 1860 John Wanamaker married Mary Erringer Brown (1839â€"1920).

They had six children (two of them died in childhood):

• Thomas Brown Wanamaker (1862â€"1908), who married Mary Lowber Welch (1864â€"1929)
• Lewis Rodman Wanamaker (1863â€"1928), who married Fernanda de Henry
• Horace Wanamaker (born 1864, died in infancy during the Civil War)
• Harriett E. "Nettie" Wanamaker (1865â€"1870)
• Mary Brown "Minnie" Wanamaker (1869â€"1954), who married Barclay Harding Warburton I. Later became mother to Barclay Harding Warburton II.
• Elizabeth "Lillie" Wanamaker (1876â€"1927), who married Norman McLeod

John Wanamaker's son Thomas B., who specialized in store financial matters, purchased a Philadelphia newspaper called The North American in 1899 and irritated his father by giving regular columns to radical intellectuals such as single-taxer Henry George, Jr., socialist Henry John Nelson (who later became Emma Goldman's lawyer), and socialist Caroline H. Pemberton. The younger Wanamaker also began publishing a Sunday edition, which offended his father's Biblically informed religious views.

His younger son Rodman, a Princeton graduate, lived in France early in his career and is credited with creating a demand for French luxury goods that persists to this day. Rodman was credited with the artistic emphasis that gave the Wanamaker stores their cachet and also was a patron of fine music, organizing spectacular organ and orchestra concerts in the Wanamaker Philadelphia and New York stores under music director Alexander Russell.

Merchant

Wanamaker opened his first New York store in New York City in 1896, continuing a mercantile business originally started by Alexander Turney Stewart. He continued to expand his business abroad with the European Houses of Wanamaker in London and Paris.

A larger 12-story granite store in Philadelphia ("Wanamaker Building"), designed by famous Chicago architect Daniel H. Burnham, was completed in 1910 on the site of "The Grand Depot", encompassing an entire block at the corner of Thirteenth and Market Streets across from Philadelphia's City Hall. The new store, which still stands today, was dedicated by US President William Howard Taft and houses the world's largest operating pipe organ, the Wanamaker Grand Court Organ, and the 2,500-pound bronze "Wanamaker Eagle" in the store's Grand Court, which became a famous meeting place for Philadelphians. "Meet me at the Eagle" is a Philadelphia byword.==Merchant== The Wanamaker Building with its Grand Court became a Philadelphia institution.

Wanamaker was an innovator, creative in his work, a merchandising genius, and proponent of the power of advertising, though modest and with an enduring reputation for honesty. Although he did not invent the fixed price system, he is credited for the creation of the price tag; he popularized it into what became the industry standard and did create the money-back guarantee that is now standard business practice. He gave his employees free medical care, education, recreational facilities, pensions and profit-sharing plans before such benefits were considered standard. Labor activists, however, knew him as a fierce opponent of unionization. During an 1887 organizing drive by the Knights of Labor, he simply fired the first twelve union members who were discovered by his detectives. The stores did make noted early efforts to advance the welfare of African-Americans and Native Americans. He was the first retailer to place a half-page newspaper ad (1874) and the first full -page ad (1879). He initially wrote his own ad copy, but later hired the world's first full-time copywriter John Emory Powers. During Powers's tenure, Wanamaker's revenues doubled from $4 million to $8 million.

Post office

In 1889 Wanamaker began the First Penny Savings Bank in order to encourage thrift. That same year he was appointed United States Postmaster General by President Benjamin Harrison; he was accused by the newspapers of the day of buying the post. Wanamaker was credited by his friends with introducing the first commemorative stamp and many efficiencies to the Postal Service. He was the first to make plans for free rural postal service in the United States, although the plan was not implemented until 1896.

In 1890 Wanamaker persuaded Congress to pass an act prohibiting the sale of lottery tickets through the mail, and then he aggressively pursued violators. Those actions effectively ended all state lotteries in the US until they reappeared in 1964, partly as an effort to undermine organized crime.

However, Wanamaker's tenure at the Post Office was riddled with controversy, including the firing of some 30,000 postal workers under the then common "spoils system" during his four-year term, which caused severe confusion, inefficiency and a run-in with civil-service crusader Theodore Roosevelt, a fellow Republican. In 1890 he commissioned a series of stamps that were derided in the national media as the poorest quality stamps ever issued, both for printing quality and materials. Then, when his department store ordered advance copies of the newly translated novel The Kreutzer Sonata by Leo Tolstoy, the deadline had been missed and only the regular discount was offered. He retaliated by banning the book from the US Mail on grounds of obscenity. This earned him ridicule in many major U.S. newspapers. In 1891 he ordered changes in the uniforms of letter carriers, and was then accused of arranging for all the uniforms to be ordered from a single firm in Baltimore, to which he was believed to have financial ties. In 1893 he made a public prediction at the Chicago World's Fair that U.S. mail would still rely on stagecoach and horseback delivery for a century to come, failing to anticipate the impact caused by the coming of the automobile.

During World War I, Wanamaker publicly proposed that the United States buy Belgium from Germany for the sum of one-hundred billion dollars, as an alternative to the continuing carnage of the war.

Wanamaker was the longest surviving member of President Benjamin Harrison's cabinet.

Death

He died on December 12, 1922. His funeral was on December 14, 1922, with a service at the Bethany Presbyterian Church. He was interred in the Wanamaker family tomb in the churchyard of the Church of St. James the Less in Philadelphia.

At his death his estate was estimated to be $100 million (USD), ($1,416,103,380 today) divided equally among his three living children and granddaughters, Mary "Minnie" Wanamaker Warburton (Mrs. Barclay Warburton) Patricia "Paddy" W. Estelle and Elizabeth Wanamaker McLeod, who all received substantial stocks, real estate and cash instruments. Second son Rodman was made sole inheritor of the store businesses. Rodman died in 1928, leaving the businesses with a documented worth of $35 million [$495,636,183 today] in a trust. Rodman is credited with founding the Professional Golfers' Association of America and the Millrose Games. His first son Thomas B. Wanamaker died in Paris in 1908.

Legacy

• Bronze busts honoring Wanamaker and other industry magnates stand between the Chicago River and the Merchandise Mart in downtown Chicago, Illinois.
• A popular saying illustrating how difficult it was to qualify the response to advertising is attributed to Wanamaker: "Half the money I spend on advertising is wasted; the trouble is I don't know which half."
• Beginning in 1908, Wanamaker financed Anna Jarvis's campaign to have a national Mother's Day holiday officially recognized. On May 8, 1914, the U.S. Congress passed a law designating the second Sunday in May as Mother's Day, which also later became an international holiday. A dedicated Pennsylvania historic marker honoring Jarvis and Wananmaker is located at Philadelphia City Hall, across the street from Wanamaker's store, where the earliest Mother's Day ceremonies were held.
• Wanamaker's fame was considerable around the world in his heyday. In the original play Pygmalion (1912) by George Bernard Shaw, Alfred Doolittle is left a legacy by an American philanthropist millionaire named "Ezra Wanafeller", combining Wanamaker's name with John D. Rockefeller, Sr.
• John Wanamaker owned homes in Philadelphia, Cape May Point, New Jersey, Bay Head, New Jersey, New York City, Florida, London, Paris, and Biarritz. One was his townhouse at 2032 Walnut Street, which was modeled similar to an English manor house and kept a Welte Philharmonic Organ. He died in this residence. The facade of this building is still extant. Thomas Edison, a close friend, was a pallbearer at his funeral. His country estate was the Lindenhurst mansion in Cheltenham, which stood on York Road, below Washington Lane (40.0853°N 75.1311°W / 40.0853; -75.1311). The original mansion was designed by architect E. A. Sargent of New York; President Harrison visited there. A neoclassic mansion was constructed when the original Victorian Lindenhurst burned in 1907, destroying much of Wanamaker's art collection. A railroad station, Chelten Hills (located b elow Jenkintown, and no longer in existence), was constructed in addition to his vast mansion. A family trust owned the Wanamaker's store chain, run by a trustee system set up by Rodman Wanamaker's will, until 1978 when the business was sold to Carter Hawley Hale, Inc.. The 15-store chain was sold to Woodward & Lothrop in 1986. Woodies declared bankruptcy in the early 1990s, and with it went the Wanamaker stores, which were sold to May Department Stores Company on June 21, 1995. In August 2006 the flagship Philadelphia store was converted from a Lord & Taylor to a Macy's.
• John Wanamaker was instrumental in the foundation of the Williamson College of the Trades (originally, 'Williamson Free School of Mechanical Trades') in Elwyn, PA, which was named for his friend and mentor, Isaiah Vansant Williamson. Williamson passed away in 1889, shortly after he founded the school. Wanamaker was the chairman of the school's first board of trustees, who realized Williamson's vision and planning for the school. The board held a competition for the design of the original campus buildings and selected famed Philadelphia architect, Frank Furness ( Furness, Evans & Company). Wanamaker has been memorialized in many ways at the school, most conspicuously in The John Wanamaker Free School of Artisans, which encompasses the instructional trade workshops and is considered the heart of the college. A dormitory, foundations, and groups are also named in his honor. Wanamaker privately wrote a biography of Williamson titled, Life of Isaiah V. Williamson, which was published posthumously in 1928.
• The John Wanamaker Masonic Humanitarian Medal is to be awarded to a person (male or female) who, being a non-Mason, supports the ideals and philosophy of the Masonic Fraternity. John Wanamaker was a Pennsylvania Mason. The award was created by resolution of the Grand Lodge of Pennsylvania at the December Quarterly Communication of 1993. At the discretion of the R. W. Grand Master, the medal is awarded to one who personifies the high ideals of John Wanamakerâ€"a public spirited citizen, a lover of all people, and devoted to doing good. The medal has been presented sparingly to maintain the great prestige associated with an award created by resolution of the Pennsylvania Grand Lodge.

Philanthropy

Wanamaker was known for his philanthropy in regards to the poor in Philadelphia. He co-founded Sunday Breakfast Rescue Mission, a homeless shelter and soup kitchen, in 1878. Sunday Breakfast Rescue Mission has since expanded to provide more services and is still in use for the homeless population of Philadelphia.

Wanamaker was an avid collection of art and antiquities. He made several donations to the University of Pennsylvania Museum of Archaeology and Anthropology. Among these donations was a collection of bronze reproductions of artifacts uncovered from the ruins of Pompeii and Herculaneum, which Wanamaker had commissioned by the Chiurazzi Foundry in Naples specifically for the museum, and which are known collectively as the Wanamaker Bronzes.