February, 1920 
FOREST AND STREAM 
81 
NEW PRODUCTS AND A NEW POLICY 
by J. E. OTTERSON 
PRESIDENT WINCHESTER REPEATING ARMS COMPANY 
W HEN we decided to branch out into 
the manufacture of other lines of prod- 
ucts, we were not satisfied that we 
ought to put the name Winchester on Cutlery — 
Tools — Skates — Fishing Tackle — Flashlights. 
Here was a name which had come unblemished 
through fifty-three years of the cleanest kind of 
business dealings. 
Some held that it would lower the prestige of 
this name — that we would destroy its significance 
— if we applied it to more than one line of prod- 
ucts. This was given no small consideration. 
We wondered if it would not perhaps be bet- 
ter to put these new products out under a new 
name, such as “Eagle,” or “Victory,” or some- 
thing similar. 
We have finally decided to call them Winchester. 
And to make this name mean everything it now 
means on Guns and Ammunition. 
We will not put this name on any product until 
we are sure that the quality is such as to entitle it 
to be stamped with the name. 
And so when an article is handed you with 
Winchester upon it, it will carry our assurance 
that it is up to Winchester standards. 
sue 
When we decided to establish a series of local 
retail agencies, it was a very great question 
whether we should let dealers throughout 
the country put the name of Winchester on 
their stores. We determined not to give this 
privilege indiscriminately. 
We have picked out a responsible dealer in each 
town and offered it to him. And we do not want 
him to take it unless he appreciates it, and takes 
the responsibility that goes with it. 
If he feels that he can make the Winchester 
Store stand in his community for fair, honorable, 
clean-cut business dealings, then we want him to 
come into this proposition. 
On us rests the heavier responsibility of 
maintaining the prestige, significance, and high 
standing of the Winchester name in the actual 
manuf acture of these new products. 
It is with greatest confidence in Winchester ar- 
tisanship, in Winchester methods and Winchester 
manufacturing purpose, that we have taken this 
momentous step. 
In committing the Winchester organization to 
the making of these new products to bear the 
Winchester name, and in extending the use of 
that name to retail stores, I personally have as- 
sumed a great responsibility to the American 
people. 
I feel this obligation keenly. 
My confidence in receiving your approval is 
secure — knowing all that Winchester has done 
and can do. 
WINCHESTER, REPEATING ARMS CO. NEW HAVEN, CONN., U. S “A. 
