Travel: Cruises by Catalogue

The latest gimmick in the travel business is one of the oldest in merchandising —the mail order catalogue. Available to Montgomery Ward & Co. customers this summer are 500,000 copies of a 66-page, full-color catalogue offering 775 trips—claimed to be the first of its kind in the travel industry. Sears, Roebuck & Co. is offering 18 pages of the magic of far places right along with the band saws and overalls in its current catalogue.

Sears's and Ward's travel prices are no lower than most; their appeal is convenience and installment buying—$6 per month for eleven months for a seven-day...

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