Welcome to The Taucker, where you’ll find the rich content of The Compass newsletter, special presentations by our insideTauck team of experts, stories from our resident reporter A. Colin Treadwell, the Porchlight personal messages from CEO Dan Mahar, blog postings, and more. We could think of no better homage to our heritage than by giving this new Tauck collection of content the name of the original Taucker, circa the 1930s.
The Taucker was Arthur Sr.’s company newsletter to his clients – and he personally wrote it. The Tauck name was always mispronounced (a German name, the “au” in German is always pronounced “ow”) – people read “Tauck” and they thought, and said, “Talk.” Arthur Sr. knew that he couldn’t change that – but he was keen to recognize it. So with a twinkle in his eye, he named his newsletter “The Talker,” as his customers viewed it – but spelled it “The Taucker.”
In the 1930s, one of Arthur Tauck’s great marketing beliefs was building a customer database that he could use as direct mail above other forms of advertising. To send the Taucker out, he used an address labeler and labeling system called “Addressograph.” The Addressograph machines would emboss the customer address on 1 x 3 inch lead plates which were then inserted into a metal frame that also had a sturdy paper insert containing notations about the customer’s tour history. In the next decade, a 15 year-old Arthur Jr. would come into the office on weekends and stamp the addresses on to those plates. Each issue of the Taucker was then stamped with the guest’s plate to send in the mail. The company used that system for database marketing until 1980 when they programmed their first mainframe computer.
Throughout the years, the Taucker changed its look to reflect the times – but the rich content has remained constant. We’re so pleased to welcome you the Taucker, circa 2020!