Giving Made Easy

Evolving from an idea originated by J. Clarke Mattimore '38, of Conde Nast Publications, a new company, Telegift, Inc., is geared to send all kinds of gifts by wire, beginning May 7.

The result of two years of planning and organizing, this company utilizes the services of over 3000 Western Union offices to receive and forward gift orders to retail stores throughout the United States. Telegift, Inc., of which Mattimore is a vice president, will act as a clearing house for orders. Part of its promotion program is the distribution of personal gift date booklets, for the recording of anniversaries and birthdays. The company has also assembled such statistics as these: There are 400,000 birthdays celebrated in the United States every day; over 600,000 wedding anniversaries every week. Gift senders will pay only the retail price of the gift and the telegram charges—nothing for gift wrapping and delivery.

If it weren't for the money involved, Mattimore's brainchild could lead to a new saying: "It's easier to give than to receive."