Shaw-Barton: A Legacy in Specialty Advertising
Founding and Early Years
In 1940, in a bold move that would forever transform the specialty advertising landscape, Jay S. Shaw, a visionary entrepreneur, partnered with a group of like-minded investors to acquire the calendar and specialty advertising division of American Art Works, a prominent player in the industry. Drawing inspiration from the last initials of his associates, Shaw ingeniously coined the name “Barton,” thus laying the foundation for Shaw-Barton, a company destined to leave an indelible mark on the world of promotional products.
Expansion and Product Diversification
Initially, Shaw-Barton embarked on a diverse journey, producing an eclectic array of promotional items that ranged from calendars and leather goods to playing cards, pens, pencils, and glassware. As the company’s reputation grew, it gradually shifted its focus towards calendars, strategically outsourcing several other product lines to concentrate its expertise and resources on this core offering.
Sales Strategies and Customer Incentives
To ensure steady production throughout the year, Shaw-Barton masterminded innovative sales strategies that revolutionized the industry. They introduced enticing early renewal discounts and extended payment terms, enabling customers to secure their calendar orders well in advance. This ingenious approach not only guaranteed year-round employment for workers but also streamlined warehousing and distribution processes, creating a win-win situation for all parties involved.
Expansion into School Yearbooks
Always seeking new horizons, Shaw-Barton ventured into the realm of school yearbooks, acquiring School Annual, a company specializing in these cherished keepsakes. This strategic move proved to be a stroke of genius, as it balanced printing and production schedules, further solidifying the company’s position as a formidable force in the industry.
Peak Employment and Changing Ownership
The 1970s and 1980s marked a golden era for Shaw-Barton, a period of unprecedented growth and prosperity. The company’s Coshocton facility bustled with activity, employing over 300 dedicated workers, while its nationwide sales force numbered nearly 300, spreading the Shaw-Barton name far and wide. However, in 1988, the company’s ownership changed hands, as Jordan Industries Inc. (JII) acquired Shaw-Barton, ushering in a new chapter in its storied history.
Closure of Coshocton Plant and Sale of Yearbook Division
In 2003, Shaw-Barton’s yearbook division found a new home, as it was sold to Jostens, a renowned provider of yearbooks and graduation products. The following year, the Coshocton plant, once the heart of Shaw-Barton’s operations, closed its doors, marking a bittersweet moment for the community and the company’s loyal employees.
Acquisition by Organic Technologies and Current Operations
In 2008, Organic Technologies, now known as Wiley Companies, saw the potential in the former Shaw-Barton/JII factory in Coshocton and acquired it. Today, the facility continues to operate as a bustling hub of activity, housing offices, laboratories, and a warehouse, carrying on the legacy of Shaw-Barton in a new guise.
Legacy and Fond Memories
Though the Coshocton plant may be gone, the spirit of Shaw-Barton lives on in the hearts of its former employees, associates, and countless customers who were touched by its exceptional products and services. Jeff Shaw, grandson of the visionary founder Jay Shaw, fondly recalls his time at the company, cherishing the deep friendships he forged with colleagues and the sense of community that permeated Shaw-Barton’s culture. Some Shaw-Barton calendar types continue to be printed to this day, a testament to the company’s enduring impact on the specialty advertising industry.
Call to Action
Shaw-Barton’s legacy serves as an inspiration to aspiring entrepreneurs, demonstrating the power of innovation, strategic thinking, and customer-centricity. If you’re seeking a partner for your promotional product needs, look no further. Our team of experts is ready to help you create a lasting impression on your customers. Contact us today and let’s embark on a journey to elevate your brand to new heights!