John Wanamaker

For his department store, see Wanamaker's.

John Wanamaker
35th United States Postmaster General
In office March 5, 1889 – March 4, 1893
Preceded by	Donald M. Dickinson
Succeeded by	Wilson S. Bissell
Personal details
Born	July 11, 1838(1838-07-11) Philadelphia, Pennsylvania, U.S.
Died	December 12, 1922(1922-12-12) (aged 84) Philadelphia, Pennsylvania, U.S.
Political party	Republican
Spouse(s)	Mary Erringer Brown
Children	Thomas Brown Wanamaker Lewis Rodman Wanamaker Horace Wanamaker Harriett E. Wanamaker Mary Wanamaker Elizabeth Wanamaker
Profession	Politician, Merchant

The Wanamaker family tomb

John Wanamaker (July 11, 1838 – December 12, 1922) was a United States merchant, religious leader, civic and political figure, considered by some to be the father of modern advertising and a "pioneer in marketing." Wanamaker was born in Philadelphia, Pennsylvania.

Biography

He was born on July 11, 1838.

Wanamaker's "Grand Depot" at 13th & Market Sts.

He opened his first store in 1861, 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 (1839–1920). They had six children (two of them died in childhood):

• Thomas Brown Wanamaker (1862–1908), married Mary Lowber Welch (1864–1929)
• Lewis Rodman Wanamaker (1863–1928), married Fernanda de Henry
• Horace Wanamaker (born 1864, died in infancy during the Civil War)
• Harriett E. Wanamaker (1865–1870)
• Mary Brown Wanamaker (1871–1920) married Barclay Harding Warburton I, father of Barclay Harding Warburton II
• Elizabeth "Lillie" Wanamaker (1876–1927) married Norman McLeod

John Wanamaker's son Thomas B. Wanamaker, who specialized in store financial matters, purchased a Philadelphia newspaper called 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 Wanamaker, 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 Wanamaker 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

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

A larger store in Philadelphia was then designed by famous Chicago architect Daniel H. Burnham, and this 12-story granite "Wanamaker Building" 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 a large 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.^{[citation needed]} The Wanamaker Building with its Grand Court became Philadelphia institutions.^{[citation needed]}

Wanamaker was an innovator, creative in his work, and a merchandising and advertising genius, though modest and with an enduring reputation for honesty.^{[citation needed]} Although he did not invent the fixed-price system, 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.^{[citation needed]} Labor activists, however, knew him as a fierce opponent of unionization.^{[citation needed]} During an 1887 organizing drive by the Knights of Labor, Wanamaker 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.^{[citation needed]}

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. 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 1897.

In 1890, Wanamaker persuaded Congress to pass an act prohibiting the sale of lottery tickets through the mail, and then he aggressively pursued violators. These actions effectively ended all state lotteries in the U.S. 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. Wanamaker 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 Wanamaker 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.

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), ($1,310,358,566 today) divided equally among his three living children: second son Rodman Wanamaker, who was made sole inheritor of the store businesses (Rodman died in 1928 leaving the businesses with a documented worth of $35 million [$458,625,498 today] in a trust); 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. Son Rodman Wanamaker is credited with founding the Professional Golfers' Association of America and the Millrose Games. First son Thomas B. Wanamaker died in Paris in 1908.

Legacy

John Wanamaker has been praised through the generations for his significant philanthropy and for his interest in the betterment his fellow human beings. As a carefully cultivated self-made man and consumerist who also held prominent positions as Postmaster General, on important Philadelphia Committees and in Government, he became in effect Philadelphia's second Benjamin Franklin, and his homespun and insightful adages, published as editorials in his store advertising, made him into a significant folk hero whose entrepreneurship, love of God and sympathy for his fellow man continue to inspire. His introduction of art, music and fine architecture into his stores won him lasting public admiration and elevated his emporiums from mere houses of merchandise to palatial settings of grand cultural expression. His advocacy for the consumer as evidenced in his use of the fixed-price system and money-back guarantee, became the industry standard.

John Wanamaker owned homes in Philadelphia, Cape May Point, NJ, Bay Head, NJ, New York, 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. Wanamaker 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 (below Jenkintown), 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 a Pennsylvania Mason. The John Wanamaker Masonic Humanitarian Medal was created by resolution of the Grand Lodge of Pennsylvania at the December Quarterly Communication of 1993. It is to be awarded to a person (male or female) who, being a non-Mason, supports the ideals and philosophy of the Masonic Fraternity. The recipient of this medal is one who personifies the high ideals of John Wanamaker - a public spirited citizen, a lover of all people, and devoted to doing good. The award is made at the discretion of the R. W. Grand Master. The medal has been presented sparingly, to maintain the great prestige associated with an award created by resolution of the Pennsylvania Grand Lodge. In addition to the John Wanamaker Masonic Humanitarian Medal, The Pennsylvania Grand Lodge also awards the Franklin Medal for Distinguished Masonic Service, and the Thomson Award for Saving a Human Life.

Bronze busts honoring Wanamaker and seven other industry magnates stand between the Chicago River and the Merchandise Mart in downtown Chicago, Illinois.

Until his death, Wanamaker had been the last surviving member of Benjamin Harrison's Cabinet.

Miscellany

• Popular saying illustrating how difficult it was to reach potential customers using traditional advertising is attributed to John Wanamaker: "Half the money I spend on advertising is wasted; the trouble is I don't know which half."
• From 1908 to 1914, Wanamaker financed Anna Jarvis's successful campaign to have a national Mother's Day holiday officially recognized.
• 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.

See also

• Wanamaker's Department Store
• Wanamaker Organ

Further reading

• Robert Sobel (1974). "John Wanamaker: The Triumph of Content Over Form", chapter 3 in The Entrepreneurs: Explorations Within the American Business Tradition (Weybright & Talley), ISBN 0-679-40064-8
• Olive W. Burt (1952). "John Wanamaker: Boy Merchant," Childhood Of Famous Americans Series, The Bobbs-Merrill Company, Inc. (children's biography)

External links

• The Pioneer of Marketing, by Orison Swett Marden
• John Wanamaker: A retailing innovator
• Who Made America? (John Wanamaker, Innovator)
• Advertising Hall of Fame[2]
• A Short Life of John Wanamaker
• Works by John Wanamaker at Project Gutenberg
• John Wanamaker at Find a Grave

Political offices
Preceded by Donald M. Dickinson	United States Postmaster General Served under: Benjamin Harrison 1889 – 1893	Succeeded by Wilson S. Bissell

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  John Wanamaker

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  John Wanamaker