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Advertisement Announcing Major Price
Reductions for the
Friden 130 and
Newsweek Magazine, May, 1967
By the mid-part of 1967, Friden's initial entries into the electronic calculator marketplace were beginning to show their age. Intense competition, some domestic, but mostly from the Japanese calculator manufacturers Hayakawa Electric (Sharp), Casio, and Canon, had begun to put severe price pressure on the electronic calculator marketplace. Electronic calculators from competitors were smaller, had more capabilities, and, most importantly were less-expensive than Friden's machines, requiring reductions in the price of the 130 and 132 calculators to allow them to remain somewhat competitive in the marketplace. The major advantage Friden had going for them was that they were a very well-known calculator company with an outstanding reputation in the industry. Reputation in this industry was a huge selling point that Singer/Friden definitely leveraged, and despite the less-expensive calculators coming from Japan, Friden's strong reputation for solid and reliable calculating machines did provide them an advantage, although as time went on, that advantage became less of a force as the Japanese manufacturers gained their own reputation for producing high quality, reliable electronic calculators.
This advertisement is the earliest found thus far that uses the new, more modern font for the Friden logo.