BAYKO Adverts in 'The Liverpool Echo'

'The Liverpool Echo' was, and remains, the main daily paper for Liverpool [BAYKO's home town] and its surrounding region.

Before I discuss the adverts themselves, I want to comment on their timing. As far as I can discover, the adverts only ever appeared on Fridays in the run up to Christmas. The adverts start shortly after post-war rationing effects had lifted and their timing clearly changed across the period covered.

The left hand end of each bar [below] shows the first advert date and I've assumed each advert covered 6 shopping days, i.e. from Friday to Thursday - no Sunday shopping in those days!

The adverts varied, not just from each other, but also from contemporary adverts used in the toy trade publications.

Perhaps it was coincidental, but most of the adverts appeared, across two or three columns, down the right hand side of the page.

If you examine several of the adverts from the later 1950's, you will see that there are classified sized adverts for local BAYKO retailers hanging on Plimpton's coat tails - a clear indication of a proactive relationship with their customers.

There are also other pages showing BAYKO advertising in newspapers : -

Click on any of these thirteen 'Liverpool Echo' BAYKO adverts to open a larger image in a separate window.

I apologise for the fact that some of these images are distorted. The reason is simple. To provide the best quality image possible, I've had to photograph these adverts directly from the bound copies of the original newspapers held in the Liverpool Library Records Office, and they are far too fragile to be forced flat.

If you can help provide a better image, then I'd love to hear from you...

...please click here to email me if you can help.

Again I would just like to point out the clearly successful policy of linking numerous classified sized adverts to the larger BAYKO adverts, a policy which seems to have begun in 1956 as far as BAYKO was concerned.

Two of these are of particular interest : -

The Freemans' advert, December 5th, 1958 - for its "BAYCO" typing error, which was corrected a week later.

The Currys' advert [left], November 27th, 1959 - this is part of what is now a well known electrical retail chain, but which began by selling toys.

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