Fisher Finesse

To 10,000 individuals in high places last week came an oblong black box as tidy as a high grade cigaret package or a lady's vanity case. And on the black, in gold, was the device and motto of Fisher Bros. --the old coach and "Body by Fisher." Inside the box were two packs of auction bridge cards, with the intimate feel of good linen and etched silver. The backs of the cards carried, against black backgrounds, white illustrations from Fisher Body advertisements. So while the 10,000 and their guests played auction bridge with Fisher cards, there faced them in black & white the slim maid of the advertisements with her two Scotch terriers cuddled against her, or the proud young woman in flying clothes ready to mount her plane. To prepare and send such cards to 10,000 was a deed of advertising brilliancy, one of professional finesse.

Heaped on this brilliancy promoting Fisher Bros, bodies last week was the full page newspaper advertisement which noted another Fisher brothers accomplishment. The advertisement read: "On schedule!!! When the prediction was made last year that the Fisher Building would be ready for occupancy in September, 1928, leaders in both the building and architectural fields scoffed at the idea. It couldn't be done, they said--but it is being done. Production methods born of the automobile industry have overturned the time-worn traditions of the building industry. With the genius characteristic of Detroit, the seemingly impossible has been accomplished. For the thousands interested in Detroit's civic progress and also for those planning to occupy this magnificent building, we record the progress of the Fisher Building as of June 1st. In ninety more days the doors will open. A promise fulfilled--a tremendous achievement consummated."