rer Bs ,2e5 4 ey he tae gees ate Ser = os pint ae Pars ar a My Heya aly Is. THE UNIVERSITY OF ILLINOIS LIBRARY q 659. | D8q494 Copa Return this book on or before the Latest Date stamped below. A charge is made on all overdue books. U. of I. Library UL LL 18 14685-S DRY.-GOODS ECONOMIST YE ARB OC Ors of ADVERTISING IDEAS and SING PLANS BEING A COMPREHENSIVE COL- ERGTIONS OF -PRACTICALSSALES PLANS, ADVERTISING COPY SUGGESTIONS AND TIMELY MERCHANDISING IDEAS POR @ abs we Alby USE OF BUSY MERCHANTS AND rs TORE EE X- Fee Wie eee Ve ES Edited by GUY HUBBART ARTHUR SINSHEIMER BRINE le Co EtAS PINGS WZ DRY GOODS ECONOMIST 239 West Thirty-Ninth Street NEW YORK 1924 pd il walt cs _ COPYRIGHT, 1924, aa fv Ly RY THE Dry Goons Economist ‘ . ' 4 Un An? ) 4. : 7 | - - a wt ey reare ae t : ae J rade, thie pa/eert 7 > : : 7 : * " wae Wy j a ‘ "I ‘me @ os " 5 , : - 4 - ee 7) Rie ITTING on top of the “band-wagon,” where you can see the daily retail advertising parade passing by in all its splendor, is conducive to broadening one’s viewpoint, and in this presentation of the Advertising Ideas Section of the Dry Goods Economist Year Book of Plans and Ideas, the writer has been most careful to compile that material which is, in his judgment, of most benefit in the daily advertising and merchandising of retail stores in general, without any thought as to the specific requirements of individual store poli- cies—which it would be an almost impossible task for anyone to set down in book form. Advertising and sales copy of today is generally well on its way to antiquity tomorrow; but the zdeas back of the advertising and sales material are always a ground-work on which can be built the profit- able merchandising successes of the future. By the reader getting the right viewpoint as to the material given on the following pages of the Advertising Ideas Section, it can be made most valuable. For instance, on every fourth page will be found copy for letters, items of merchandise, sales events and other advertising material already compiled for general use. Look at all this ready-written copy matter as “skeleton” copy or rough draft which you can revise as you see fit so as to make it fall in line with your own store’s advertising policy. In this way only can you realize the greatest benefit and help from these suggestions or copy thoughts. It’s the :deas that count after all, so by viewing this Advertising Ideas Section with open mind plus constructive thinking there can be little reason why the material herein contained should not be as helpful next year as it has been during this and past seasons. Cirthur Sinshetimer Ore {* 576475 Digitized by the Internet Archive In 2022 with funding trom University of Illinois Urbana-Champaign Alternates https://archive.org/details/drygoodseconomis01 unse 7 J ie ti” il ie si [4 tv ) Advertising Ideas a a) AND SALES PLANS FOR JANUARY | nl sc venegeeeeres A Happy New Year Includes Increased Business— start Off by Using These Stimulators Target Practice In order to make their toy department a year round proposition, Weinstock Lubin & Co. of Sacramento, Cal., have dis- covered a lure that is almost irresistible to the boys—small and large. The store has installed an air-rifle range in the toy department and instituted a sort of per- petual “rifle” contest in which all are in- vited to enter. Those who enter the “fray” are registered, the records forming a splendid mailing list with the necessary data as to the youngsters’ ages from which to make future solicitations. Air rifles, badges and diplomas are awarded as prizes by National Guard officers, who are also instructors at the range during specified weekly meetings at the store. And the management says it pays in more ways than one to continue with this “firing squad” idea. * K€ All Lit Up The Pickens-Preston Store of Denver, Colo., recently proved to their own satis- faction that men and women are just “grown-up children” by capitalizing on the old human trait of everyone liking to “see things work.” They had an electrician set an electric button in the front door of their store and over it placed a small sign read- ing “Push this button and see our store lighted from front to rear.” Pedestrians passing at night cannot resist the tempta- tion to push the button and the stunt has given the store a great deal of advertising —and incidentally has provided a very effective safeguard against burglars. The lights are constantly being flashed by the “button pushers” from six o’clock in the evening until the wee hours of the morn and they are connected with an automatic time switch which turns them off thirty seconds after each push of the button. Pretty good, eh? * * OK Tell It by Radio So many of the department stores of the country used Radio to such good advan- tage during the Christmas business, that we must call to your attention the use of broadcasting for announc- ing January Sales. Don’t talk sales—but have a fash- ion woman tell how to make dresses and wearables of white materials. Plan this with your local broadcasting station and watch your White Sales jump. cS * % Home Town Sale In staging a Home Town Sale in New- ark, N. J., Hahne & Co. put over a good idea to stimulate their own business and at the same time it helped to educate cus- tomers as to the vast resources of their own town as a manufacturing center, be- sides aiding the business of local manufac- turers. All the manufacturers were asked to help in the project, and many of them sent not only samples of their merchandise, but machinery and operators so that the merchandise could be made right in front of the prospective purchaser who would then see and be told why the things being sold by Hahne & Co. were good. It isn’t always easy to get manufacturers to help in this way, but for a Home Town Event, they certainly ought to give you all the co- operation they possibly can. Try one and see. Sending Them Samples Every woman loves to “feel the goods” and here’s how one store sends cloth swatches to its customers in advertising dresses. Filene’s of Boston, Mass., recently sent out to its customers a sample piece of popular white cloth and on it were, in black, five distinct designs for house dresses which a woman could select—of course all the dresses were made of white cloth, sample of which she was looking at. She was also informed that she could order any of the dresses by mail, the price of each model being also printed on the cloth. The unique idea certainly pulled volumes of business and indicates that mail orders, when handled properly are very worth while. i.e nk Free Sharpening No wonder the women of Lincoln, Neb., think so much of the Rudge & Guenzel Store. How could they help it when the management plans so many little “helps” along the lines of service? Every house- wife finds it a joy to work in a kitchen where the knives are sharp—and it’s easy ¥ to have them that way when the Rudge & Guenzel hardware department sharpens kitchen cutlery free of charge. “Don’t forget to bring your cutlery to our store for a free edge whenever you come to town” is a slogan well known in Lincoln households and one that can’t help but make a great many friends for the store. * Rummage Toy Table Disposing of damaged toy stock is a bad job, but Younker Bros. of Des Moines, Iowa, used this idea to clean up their mussed playthings at prices that brought shoppers and buyers in hordes. A rum- mage toy table was set aside on which the “as is” toys were spread, and Santa Claus himself explained the damages in each case to the little folks, who were delighted to get the things because Santa advised them to. Sports Display If the store could secure a good repre- sentation of the cups and medals won by the feminine athletes of the city in vari- ous contests, and display these trophies in a window devoted to sports apparel, the store would greatly increase the effective- ness and sales power of the display. Par- ticularly would this be the case if a card was attached to each trophy, telling who had won it, what record had won it, where and when it was won and what team or gymnasium was represented by the win- ner. ao * A New One Suggestion cards on which salespeople record the number of customers to whom they have suggested special articles in de- partments other than their own have been tried out successfully in the Shepard Co. store in Boston. After the salesperson has completed his own sale, he directs the customer’s attention to articles which are especially advertised in other departments and which are set forth on the suggestion card. A careful record is kept and the cards are turned in by the salespeople at the end of the day’s business. Two dol- lars is given to the salesperson making the greatest number of suggestions and $1 is given for the second highest number, Keep Pace with the Customer’s Changing AD Vel ORS DIS le NG get Ds EeAes Needs and Adjust Selling Methods to Her Buying Habits — [Oren Every Store Has a Great Opportunity ‘| Children’s Lambe Very Few WAITES Sale of Silk Remnants! Tomorrow! Values to $5 ye 98c Yd. 9 = * Winter Coats for Women and Miss | Wool Sweaters — in January. It Is the Season When the Public Studies Values in Goods— Let It Study Yours—Encourage It by Making It Easy and Interesting Sale Days Remain! Shop Early and Shop Often = Fs : Final Reduction Sale Childre Three Prwed Groups of Hiale Priced Models = ANUARY brings around the clearance of stocks. It is the time of January white sales, price re- duction sales on winter ready-to-wear and many other necessity lines. Newspapers are full of ads with January this and January that all over them. For the most part these ads look alike, sound alike and are alike. About the only difference is the store signature. This is more or less unavoidable, since the pur- pose of the ads is identical in all stores, the method of clearing stocks is the same and the reason or excuse is the same. But there is one element of store clearance at the beginning of the year which is free from alike- ness. That is the customer. She is different. Her needs are the same as they were last year—perhaps —but her ideas of how and where to supply them are not the same. She may still think your store is the best place to shop. She may think another would better suit her. She may have made a new year’s resolution Colored Sitk Girls’ Dress UnbrellasforWomen Values uy, 489 er Sale: 100 New Spring Hats at Special Price Women Prefer Quality and Low Prices in Lingerie; Both are Here oe ply the We bepe yoo willfully avail yourself of ube ered by Vole nade Many Economies Offered in the Annual Linen Sale : a ATF THO ewrrtanting Hentre of ie Anon Line Bale are | The Extra Large and Comprehensive Assortments And The Unusual Opportunities For Savings WO regular prices lam has & year Ago and with Rade prices we Wis uk wibeat qaemtio®. tbe maxt ara nen any smomeminn of Kew Aint Gane 8 | *) to change her shopping habits altogether. No one can tell. january brings about some curi- ous changes in the minds of customers. rr iz Another Glove Sale | Women's Handkerchiefs | © Chamo One thing is certain and only about one. January Clearance ! January Clearance ! vers Lengths, 1-2 Yard to 1 3-4 Yards ake ~ A: It is this: Thoughtful customers will be look- pair In a 49¢ Sale— e Last Day of Loom End Sale ing for the best values for the money. Last year they looked for it. They will look more carefully this year. Purchase and Sale Good, Warm Union § Are Needed Right Ne A Fine Lot of Silk Stocking at Low Prices— Specially Priced Sitks, Taffetas and Crepes There is an advertising and selling lesson in every good advertise- ment, no matter what store pub- lishes it. Send in some of your ads for reproduction and com- ment as a help to the other fellow. Buying a Rug at Slipshod advertising will get little attention ST (tggeg, Sud Get Takes | 1% ae 2Q0r Te | 2axd3 Oe Peck o One- Hal/ Price is || Noles" after the first of the year. It gets very little Foot «| pe reemaer Sori toap ee ry re Ci ‘{ 5 epee any time of year. People have to be urged to Seen Wall pee Upto Vi peceters buy, encouraged to buy, directed to buy, no $1.39 ve pases ae Sarin matter how definite their wants may be. They eves ae a sats will not let loose of money, as they once would,

» Handsome New DRESSES Zo Silk Taffetas~ Charmeuse-- Mignonette-- Satins-- Crepes-« about the styles—and there are ever sof with one another in attractiveness, and will have no difficulty id selecting one your fullest approval Models For Women and Misses—Styles For Most Every Occasion—All At $25 One may be a cleverly drape effect—and they're very cece with row after row of in tunic style, Necks may be either ics long or short. Embroideripg, her modes of trimining are much in if sizes, - 10 assure you that these dresses us say—the price of $25 is re- of this character right at the very If Priced At Their Full Worth, They Would Be 39.50 to $65 ‘1 ct that we pong these 5.10 sell nent by offering unusual values es UNUSUAL st $25. Pe ie rete ee, De You Admire the Greve With Which » Stender Woman Weare bee Will Give You Thet Same Charm of Figure Dress Aprons Te Attractive New Sty! Prager talc fg : |THE BASEMENT STORE: New Spring Suits That Are Very Unasual Value At Only 24. fe A 3-Day Clearing of Room-Size Rugs Fer Teo Houre—9 to 11 A.M. Rag Rugs at 1.88 THE KERN STORE, Detroit, Mich— A seven column departmentalized clear- ance ad which is so merchandised that a customer with a large family can save money on a wide range of articles for household and personal use. The leading drawing card is dresses @ $25.00. The theme of the ad is “moving Winter goods out to make room for new Spring goods.” Salespeople in the Kern Store could have told you the day after the sale which items appealed most to the pub- lic. If they studied the ad before the customers came in, they were ready to serve in terms of the leading offerings of the store. They knew where each item was located in stock, what the customer had read about it the day before and had sensible arguments ready whenever needed to make a sale. Departmentized ads bring people to all parts of the store because they tell of items in many departments. ASDEVo hehe lel Sele NG This Advertisement Is One of the Best of Its Kind Since 1920 * * * Out of tooo Clearance Announcements Only One Came Within Three Points of Waites January Clearance. By Guy Hubbart This department has analyzed 1000 clearance and special event advertisements since Jan. 1, 1920. Out of this group Waites, Pontiac, Mich., scored best on all points. The points used as a standard of measure- ment are as follows: (1) Logical merchandising—Putting seasonable and desirable goods into the advertisement on the basis of the greatest demand. (2) Item description—Giving the reader a clear idea of the nature of the article advertised and the kind of value it represents at the price. This in- cludes copy treatment and ideas. (3) Forceful captions—Catching the eye and lead- ing the interest directly into the item described. (4) Sane pricing—Making the price and the value appear reasonable to the plain intelligence of the customer. (5) Sensible Layout—Meaning the right amount of space was used in the right way and accurately fitted to the importance of the selling program. In making the analysis, all the advertisements reaching the department of analysis and comment are classified under five headings: departmentized, specialized, merchandised, special and announcement advertisements. A sixth classification includes com- binations of the five classes. The advertisement reproduced here comes under the special advertisement heading. It is a clearance ad and special prices are offered to effect the move- ment of special values for one day’s business. In dimensions, this advertisement is four columns wide and 21 inches deep. The reduction is about two-fifths of original size and if anyone is interested in the copy it may be read without eyestrain. Why It Is the Best It does just what a clearance advertisement ought to do so far as the customer’s interest goes, and does it sanelv. sensibly and with restraint. It is frank in subject matter rather than evasive; it is human rather than impersonal; it is based on condi- tions in the store’s stock rather than conditions in the minds of the owner or manager of the store or any of the department managers whose goods par- ticipate in it. All this points to the fact that the management of the Waites store understands the real purpose of clearance advertising and has a good grasp of the store’s function with the public. Also it is plain that after a certain stage in the preparation of this adver- tisement, the adman or adwoman was left to his or her own devices and allowed to translate the store’s message about its special values in terms of standard ad-writing practice. At least there is every evidence here of close and sensible co-operation between those who buy the goods for the departments and the in- dividual who keeps the store’s contact with cus- tomers. What Is Left Out A number of things are left out of this advertise- ment which usually weaken and encumber the average clearance announcement. Extravagant claims are missing. Vague and misleading arguments are not used. There are no invidious comparisons with com- petitors’ values; there are no world-beating claims such as “‘we are such clever buyers that we got a manufacturer’s whole stock for practically nothing.” Whenever an argument is made regarding one of the specials it is backed up with believable reasons. All comparative values are accompanied with explana- tions which help, rather than confuse, the prospective customer. Time Saving Elements Each special is designated by a number and the location by floors in the store. Each caption has an idea in it and one which brings out the nature of the goods as well as its value and quality. Every customer in Pontiac ought to appreciate a store whose advertising is so sincerely managed as this one. Such advertising is in itself a distinct service inasmuch as it interests the customer and directs her to the goods. Ae ree wey IDEAS | Store Opens at 8:30 | Store Closes at 6 | WAITES See the Basement Store | Chimaware and Glassware _ Twelve Specials Are Listed ‘In JAMMU This Advertisement—More Than 100 Price-Cards Will Guide You at Waites Tomorrow! | Special No. 1 | If We Had Them—We Could Sell Enough For Every Bed In Pontiac— Seamless Sheets for $1.08 each. We re not certain regarding the num- ber of beds but'nevertheless we feel sure these fine seamless sheets would find their way to every home if they could be shown and examined by Pontiac's housekeepers. They're full size, 81x90 inches, made of an extra good quality of cotton, seamless, and finished like all GOOD SHEETS should be. A limited quantity will be placed on sale tomorrow at the above stated price—$1.08. (Aisle Three—Main Floor) } | Special No. 2 | Instead of $1.25 You Pay Only 75c—Two Hundred at This Price— Children’s Sleepers and Nightgowns of good quality outing flannel that will keep the little folks warm and cozy these cold winter nights. Three styles or kinds—sleepers, pajamas and nightgowns. _ Most boys want pa- jamas while girls usually want the gowns. Most mothers will welcome a sale of this kind—it doing away with the countless hours of making “nighties for the children. You can get ther in white, blue or pink in plain colors, stripes or figures. Sizes are from 2? to 14 Special price, 75c. (Second Floor) | Special No. 3 = Who Will Be the First to Buy a Rag Rug Tomorrow For 39c? We won't state their former selling price: well let you be the judge of their value. One hundred is the quantity to be sold at 39c each. These rag rugs (called hit or miss) are generally used in bedrooms. You'll be surprised at their good looks and quality, also their size (one and a half feet by three feet). Store opens at 8:30 o clock and our advise is, “Be here early!’ They will be found on the third floor | Special No. 4 | Regular Price Was $2.50 Clearance Price Is 98c Women’s Fleeced Union Suits, 98c. It reads like something was radically wrong with them. but outside of thessizes broken and a few being slightly soiled, the only thing wrong is the price. We want to close them out, every suit, so a price was decided upon that will take every Jast one early Thurs: day morning. There are more styles than one and a good quantity of the best selling sizes. Some of these suits were $2.25, the balance were $2.50. Tomorrow yeu choose all you want for 98c the suit. (Aisle One—Main Floor) ie Special No. 5 | A Sale of Slip-On or Dress Aprons Takes Place— - $2 Ones For 98c— You will change all your ideas about slip-on or dress aprons when you see the attractiveness of them in tomorrow's 98c sale. They look good, they look neat, youthful and they look becoming. Materials are percale and gingham, and after being laundered they come out renewed and re- freshed The colors are fast. Altogether we have about two hundred of them. Their former prices were $1.50, $1.75 and $2.00. Tomorrow on the second floor for 98c. iy | Special No. 6 | $2 Petticoats With a 98c Price Tag—Another Clearance Special— Offering inducements of this kind and “backing them up” with merchandise exactly as advertised, that’s why Waites gain and hold the confidence of the shopping public. Sateem petticoats worth $2.00, some with pleat- e ing, others with ruffled flounces—in colors and solid blacks, also a number of figured patterns in colors. Selling $2.00 petticoats for 98c, regularly, would soon put the petticoat section on the wrong side of the ledger, but this happens only once in a great while—when ‘odds and ends” must be cleared away Maybe, the >xact petticoat you want is in this assortment (Second Floor) Jearance Sale | Special No. 7 We'll Sell Genuine Human Hair | Nets For 73c the Dozen _ That’s SOME price for hair nets of the best grade and quality. Two brands or kinds “make up” the contents of this sale. Waites special nets and the Ganisborough nets both carried and sold regularly at our notion section. You can get any shade you wish—blonde, light brown, medium brown, dark brown and black Sold only tomorrow in one dozen lots at 73c the dozen (Aisle Two—Main Floor) Special No. 8 | A Number of Women’s Fine Suits Take a Drop In Price— Up to $45.00 Suits Are Now $14.50 With ‘inventory’ only two or three weeks away, all remaiming winter suits must be sold. This is great news for the women who want these very smart and delightfully tailored suits. Winter suits, they are termed, but just the same, you'll find many a woman wearing one far into spring and not a person “'a bit the wiser " Unless a very marked change im styles ap- pear, a late winter suit is often taken for a spring suit. These up to $45.00 suits are in the good shades, and the fashion and quality of each are such that its wearer will invariably feel well dressed in it. Chocse tomorrow for $14.50! (Second Floor) | Special No. 9 | You Should Know of These Smart Skirts That Are Reduced to $5.00 —know that their orginal prices were $15 00, $17 50, $20.00 and even $25.00—know that every single skirt 1s of the latest style and that the ma- terials are the very best, including men's wear serges, all wool novelties and tricotines. Solid blacks and blues with a good assortment of stripes and plaids make this particular group of skirts (at the price) the best clearance special that Waites have offered in years. While we endeavor to tell you (in type) what wonderful skirts we are offering for $5.00, to gain a@ full appreciation, one should come and see the style, the workmanship and know that the materials are all that we say Tomorrow, $5.00! (Second Floor) | Special No. 10 | Instead of $35 For a Winter Coat—Women Need Pay Only $16.50— Big fur collars, embroidered work, belted models, loose mppled backs, big roomy pockets—coats that look every inch of $35.00 and made of such good materials as bolivia, duvet de laine, velour and of broadcloth. Lined with pussy willow silk or with a novelty satin and in the good shades of blue, brown, tan and black, these smart coats reduced to $16.50 are all that is said of them—they’re fine coats, representing a saving of about one-half on each one. (Second Floor) | Special No. 11 | We Had a Glove Sale—This Is the “Clean-Up” After the Sale Up to $3.75 Kid Gloves, 49c a Pair Last Saturday 600 pairs of kid gloves, values to $3.75, were placed on sale at 85c a pair. We sold about 450 pairs, and if you will remember, the weather man was not in a cheerful mood—he did his very best to keep peo- ple indoors by staging a real windstorm. A mighty good sale all things considered. The ‘clean-up’ tomorrow involves about 150 pairs, mostly the smaller sizes, 514, 534, and 6 with a few 614 ‘If you are so fortunate that your size is any one of. the four mentioned, we advise an early arrival at the store in the morning. Gloves worth from $1.75 to $3.75 reduced to 49c regardless of size will go out of the store in a hurry! (Aisle Three—Main Floor) | Special No. 12 | 25 Women—Each With a New Shopping Bag—Some Worth $3.50—Now $1.10— Not a very large sale but a good one nevertheless. There are a few $2.00 bags, some $2.50 and $3.00 ones and a few $3.50 ones. The fact that they are samples doesn’t detract from their good looks or wearing } qualities'a single bit. Mostly in black with a few spider gray hags among them—all of genuine leather with silk linings, inner purse and mirror. The sale price $1.10 is less than their actual wholesale cost. By actual count there are exactly twenty-five bags, and, when they are sold, the bag sale is over. (Aisle Two—Main Floor) a ADVERTISING IDEAS Quick “Starts” When Time is Limited If Thinking Up a Headline or the Beginning of an Introductory Comes Slow, These Suggestions Are Easily Adaptable Here’s an Interesting February Budget of Bargains Our winter stocks are now scheduled for clearance and good, serviceable merchandise is on sale now at lower prices than you would have thought possible a month or two ago. Every depart- ment has interesting values to offer—every line of wanted mer- chandise is embraced in the daily sales that make it well worth your while to read our “ads” and visit the store every day. Among to-morrow’s most notable bargain offerings are the following:— Pa BR Complete Clearance of All Women’s Coats This does not mean a sale of a single lot—but a clearance of everything in our Women’s Coat line, including those with fur col- lars, coats with self collars, belted coats, plain trimmed coats and in fact every coat in our stock—all so reduced in price as to make sure that the clearance will be a success for both you and our- selves. q+ + ¢ An Economy Sale of Women’s Smart Suits Economy from your viewpoint, a good business clearance from ours. Here is an opportunity for you to pick a suit or two that will wear you well in almost any sea- son. But here’s one condition— make your selections now, at the beginning of this sale, so that you will have the satisfaction of choosing while sizes, styles and models are most complete. 4: O79 Good Values in Our Clearaway of Winter Hats _ How is this for a timely offer- ing—our entire winter stock of Millinery, including all sorts of desirable hats, even those that have come in within the last week or two, suitable for present or later-day wear. For your easy se- lection, they are arranged in three price groups as follows: 09.0 259 Practical Woman’s Sale of Separate Skirts For house or office wear, and even for general wear indoors or out, a separate skirt always has an appeal to the practical woman. And this sale of all sizes and styles in separate skirts will be appreciated by every woman who wants a good one at a greatly re- duced price. 9240709 Here Are Some Dresses That Must Be Moved Out And if price has any appeal at all, you’ll probably help in the moving. We need the room for incoming shipments and that’s why all these Dresses—300 of them— are to be sold at these greatly reduced prices tomorrow. By Arthur Sinsheimer Talk About Low Price For High Style Blouses This is an opportunity you really can’t afford to miss. Whether you want a tailored blouse of simplicity, or a dainty blouse with a little more of the frills, here are clearance prices that will make it pay you to buy enough blouses for several seasons of future wear. And Neckwear Reductions Are Now in Order Attractive neckwear in large varieties of latest styles are now marked at prices so reduced that you'll probably want to make sev- eral selections—make it a point to come early enough to get just the smart pieces you most would like to wear. A Few Editorial Specimens Style’s the Thing Quality and price are important factors in selling merchan- dise—but after all is said and done, the most important factor is “style.” Quality may be of the finest, the price may be just about right, but if the style is not strictly according to the Hoyle of Fashion, you probably won’t buy that hat, or dress or suit or even those shoes at any price. In recognizing the importance of style, we aim to provide assortments that you’ll approve of—keeping in close touch with the leading style centers and markets is our method of supplying the latest and most approved merchandise to our patrons. Deserving Friendships Business, after all, is a matter of dealing with friends, and we have gained friends through deserving them—won them through honest merchandise, fair prices and square dealing. If you will visit our store regularly, you’ll quickly learn what we offer—in value, quality and service—to deserve your con- tinued patronage. It makes no difference whether your purchase is large or small, or if you come only to look around—you’ll find this a cheerful place to visit. Striving to gain and retain your friend- ship through deserving it, is our dominant aim. * * Paying for Mistakes We make a purchase of certain merchandise because we believe the goods are reliable—because we believe it is what our customers need—because we believe it represents full value for every dollar we pay for it. On this belief, we base our guarantee of “satisfaction” to you. If what you buy is not satisfactory, it is because we made a mistake, and we stand ready to rectify our mistakes by “making good” to you. This is our standing policy on every- thing you purchase here. A Fall in Prices On All Kinds of Furs You can almost make your se- lection from this sale of Guaran- teed Furs with your eyes closed, for every piece in the sale is per- fect in style, workmanship, match- ing and attractiveness. Sets and separate pieces are to be sold to- morrow at these reduced prices. ¢°8¢7E9 An Outstanding Disposal Of Really Fine Furniture Women who have been waiting for our announcement of this Fur- niture Sale—take notice. Here is furniture for every room in the house, and what fine, well-made furniture it is—complete sets and separate pieces in every wood and finish. The following items are typical of the savings you can now gain through any purchase you make during this sale. Our Monthly Sale of Aprons and House Dresses This is sort of a regular event of ours each month, this “sale for one day only” of spic and span Aprons and House Dresses at special prices. If you haven’t taken advantage of buying a few for the days to come, this is your last opportunity for twenty-eight days more. 4 ¢ 4 Special Values During Sewing Week Here is an occasion of genuine importance. It presents the new dress fabrics and trimmings for spring and offers other helps to those who are planning to make their new apparel for the coming season. We invite you to witness our displays during Sewing Week —these are some of the items you'll most probably be interested in. An Old Fashioned After Supper Sale If you’ve never attended one of these After Supper Sales, don’t miss this one tonight. An extra big budget of specials has been collected from every department in the store and each item has been given such a new low price that you'll probably think something must be wrong with it. Just look at this list and you’ll agree with us that After Supper Sales are great economy events. on “S9 A Sale of Blankets and Comforters There’s going to be no carrying over of our large stocks of blankets and comforters until next year, that is, we don’t think there will be when once you hear of the reductions in price we have made throughout our entire line. Just read down this column and judge for yourselves what the values must be. 4.25.59 Now for a Clearance Of Knit Underwear Every garment of a quality well worth buying at these prices if only to be held for next winter’s wear. Sizes are complete in regu- lar, slims and full figured gar- ments, but we cannot be too urg- ent in suggesting that you do your shopping early for these. nets ee Sweaters to Go, Too, at Clearance Sale Prices Good warm _ sweaters, smart stylish sweaters, sweaters to wear in the chill of early morning and late evening hours at home or in the office, swagger sweaters for outdoor wear—they’re all here for you to choose from at these great- ly reduced prices, just see. 4 ¢ ¢ An Inventory Sale Prior to Stock Taking An Inventory Sale is generally recognized as one of the most im- portant selling events of the sea- son. It’s a hard task for any store to take complete stock records when there are a lot of odds and ends lying around in most every department. And our Inventory Sale is counted on to reduce these annoyances. Hence the price re- ductions now, just prior to stock taking. For example, see this list of prices. 456.956 Some Real Values In Rugs and Floor Coverings A sale of rugs and floor cover- ings that gives you a splendid op- portunity of brightening up the home for less money than it sure would have cost you only a few months ago. In order to reduce stocks to a mini- mum, these prices are featured for tomorrow. AND SALES Advertising Ideas PLANS FOR MARCH cS wn tf Hun, el is N ip Nes TLLURRLOLLUnGa Sometimes Little Thoughts Lead to Big Ideas You Can Save Much Time and Effort by Adapting to Your Own Particular Store Needs Whatever You Think Is Practical Here With Apologies Here’s a new one from A. I. Namm & Son over in Brooklyn, N. Y., and it sounds pretty good, too. They have succeeded in placat- ing offended customers through the use of telegrams and night letters to such a degree that “angrified” shoppers have been turned into the firms “biggest boosters.” The Western Union telegram is really a letter in which the store seeks to adjust some particu- lar problem which may have ended in an un- satisfactory manner. The official air of the telegram and its implication of immediate attention to the customer’s grievance has _ proved very effective in cementing the good will of those who otherwise might have placed their patronage elsewhere. You'll never know how well it works till you try it on some of your own disgruntled friends. Not New—But Attractive In calling attention to their new hosiery _ department which has just been installed, the Eastern Company of Portland, Oregon, certainly called more than passing attention to a window display of hosiery which they arranged. A large fence formed the back- ground of the window and peeping out from behind the fence at the left were several small boys, one of whom held a string which was attached to a toy mouse in the fore- ground. A woman, lifting her skirts in alarm, completed the trim, while on the fence were regular theatrical “one sheets” giving necessary details of the hosiery de- partment with an invitation to “come in and look around.” But quite a lot of “looking” was done on the outside, too. * Fk Money Values Fluctuating money values which accom- pany the big swings of the merchandise mar- kets make comparative price advertising most ridiculous and the Edward Malley Store of New Haven, Conn., have evolved some interesting angles to this phase of price discussion. In one of their advertise- ments they drove home the point with an il- lustration which ran like this, ““Wouldn’t it be absurd for us to advertise a towel at $1 that formerly sold for $10,000? But such a statement is as justifiable as many that have been and are being made by merchants who still compare war prices with present ones. Our $1 towel is worth $10,000 if you disre- gard the change in unit of money values. The linen yarn came from Russia and be- fore the war 20,000 Russian roubles were equivalent to about $10,000. Today they are worth only about $1.” And so, how ridiculous to make price comparisons after all. Think it over. * * * + Cashing In On Those Lectures Here’s a grand and glorious idea that is used by the Jones Store in Kansas City with great results in their auditorium during the many lecture courses they stage for the bene- fit and enlightenment of their customers. For instance, during a series of “home econ- omics” lectures, a group of display booths were arranged at the rear of the hall and in each booth were demonstrated articles of home convenience and economy which were brought out and spoken of by the lecturer. During the “sewing course” the booths dis- played dress goods, accessories and such articles as are needed to make a home dress- making venture a success. No mention of the booths with their merchandise is made by the lecturer, but the women who attend the lectures have to pass these stands on the “way out” and many of them stop for advice, suggestions and—purchases. What’s the matter with some others of us trying it? Free Dinner Coupon Think this one over for awhile and it will probably strike you as forcibly as it did us as an idea to attract certain trade to a store for two purposes—to introduce the Cafeteria and show the service the store can render when properly handled. Rudge & Guenzel of Lincoln, Neb., printed a coupon in their monthly “Store News” which read as fol- lows: “Clip this coupon—it is worth a good meal to one member of your family if pre- sented before February 15th to our cashiers in the Downstairs Cafeteria. Good for one person’s meal—eat all you want—you won't be asked to spend a cent—we just want you to come to get acquainted with us as Our Guest. Separate entrance on 13th Street.” And the Store News containing the coupon was mailed to a large rural list. A special cashier was appointed as Host and everyone who came thoroughly enjoyed the reception they received—and the meal. This idea has a lot of “good will” written all over it. Chatting With Farmers Down in Alexandria, La., the merchants decided that the best way to combat the in- roads on their business made by mail order houses was the starting of “acquaintance tours” into the rural districts surrounding their city. A committee representing the merchants of Alexandria made regular auto trips into the country each day and chatted with the farmers, made friends with them and did not directly try to sell anything— just “to get acquainted” they explained. And the country gentlemen liked the idea of this personal visit and they came to town more often just to keep up the friendship— and incidentally they spent more when they came. Sounds like a pretty good idea—and it pulled good results down in Alexandria, so we're told. * * * * Baby ‘‘Grab-Bag’”’ Opening “You are invited to bring your children— under six years of age—and if you haven’t any kiddies of your own, borrow some—to a ‘grab-bag’ party on Saturday.” So read the invitation sent out for this new Baby Shop opening and now there are several hundred kiddies around town in possession of tin whistles, little books and other trink- ets, such as delight the heart of a tot, who will long remember Little Red Riding Hood who handed out the gifts at the Baby Land Shop of Jamaica, Long Island. Admittance was by invitation only and each child’s name, address and birthday was properly recorded —another way of starting a good mail list. A Scenic Idea There might be some kinds of construction work that most of us would shun and walk a block out of the way to go around it be- cause of the inconvenience it causes on the sidewalk, but the Brownstein-Louis Com- pany of Los Angeles, found that “animated scenery” was a great attraction device and that people came to it out of their way—and even told their friends about it. A good high fence was thrown around the construc- tion work and a talented cartoonist was en- gaged to paint a series of humorous figures all around the place. The paints used were brilliant in color and together with the humorous sayings, the entire stunt was an “attention getter” for further orders. Even a series of decorated knot- holes which were specially manufactured invited the cur- ious to look through them to learn of the progress of the work going on within. Try it on your next building or alter- ation venture. eee ee eee ACD VE Re aS TSNaG IDEAS “SPRING IS ON THE WING” . The “Trickling In” of fresh, new merchandise ¢ L234) quickens the activities into ‘Hustle and Bustle Preparation’ reflect in every alluring detail the vivacity and freshness and beauty of spring pene alrun.in any assemblage of SELLS hat is happily felt and pleasingly recognized—and ADY'S NEW WARDROBE. of Spring Apparel for Women. Misses and Juniors (On Our Second Floor) THE NEW WRAPS THE NEW SUITS: v aw S AND MISSES’ Beautiful New Materials — DRI Chain Girdles at $8.50 and $10.00 SUITS - $50, $75 and $95 — $35.00, $55.00, $75.00 and $95 saa a LOVELY BLOUSES BLOSSOM OUT IN A pu) VARIETY OF NEW COLORS icy ~, FOR. SPRING — ———— $8.95 e Our Special Display of Hat. Ave $1250 THE NEW HIGH COLORINGS. IN Pigs FOR SPRING THE NEW SPRING pared? ; WOOLENS China 5 CORTON ny $19.95 SILKS! SILKS tiful Creations for qT $7.50 to $45.00 DRESSING THE YOUNGSTERS a IN SPRINGTIME rq Ages! to 10 years— Suits $1.25 to $15.00 . Rompers .......95 i For a New Season at iCen’s CHARMING — these new spring fashion themes — BEAUTIFUL with- colors, with originabtes tat THE ‘NEW DRESSES: $14.00 so $18.00 nw SHADE j We Poser Monday a ra Sac Showing - $25.00, $3975, : $55.0 up to $175.00 f =N'S UMBRELLAS—. 8, : abate! 5 4 Individual success in retail adver- tising is subject to only one princi- ple: interest the customer as di- rectly as possible in her own needs for different lines of goods. This means one thing for the ad- man and that is that he must as nearly as possible back up the sales- people when the customer comes in to buy. By the same token the sales- up the adman and his advertising. No one, not even a magician, can tell how the public will respond to any single day’s advertising. But if one customer responds and asks to Keep on Telling a Good Merchandising Story and Most Customers Will Keep on Reading It good business for the day. After that, it is largely up to the sales- person. He can sell without know- ing what brought the customer in but the chances are better if he knows what was said in the adver- tisement about the special goods in which the prospect is interested. Salespeople who study the three advertisements reproduced here and the short comments on them will learn how to respond to different kinds of advertising. One ad features fashion goods. Another features home furnishings. The third features merchandise to “sidan = Sito “THE SHEER” NEW point. KERR DRY GOODS CO., Oklahoma City, Okla. —Here is the kind of ad which usually brings in many women with many varied interests. Itisa season ad and features outer apparel which means it has appealed to the customers’ fashion sense and her interests in the new styles. Your store publishes ads like this, probably is beginning to run them now since Spring is al- most here. Look for customers who want to know what style best suits them. People who buy fashion goods need lots of help. Try to be ready to give plenty of help. Don’t You Know? We do pleating of all linda at shortest’ notice and reasonable charge Buttons of all descrip- tions made to order SPRING. SEWING WEEK at of all the clothing question Anticl all ee" departmenta of the Why Pay Dresxonaker, Bills? Every Practical House: Wile Should Owl One of These Patented Dress Forms ‘They Are Bo Handy and loexpenaive of all Med, trom daly doch a underwear to ty alaborate ew colored laces fod thaded Srtetilgs fer Caner hod evening a ne eee Dress Goods—-All New! » iy colaringss, Noweity plaids for sport chiety wu. [Loeb & ee Co. =... 58€ sor HO | QUALITY MERCHANDISE, FAIRLY: PRICED. LOEB and HENE CoO., Lafay- ette, Ind.—No kind of retail ad brings more enthusiastic cus- tomers in than this kind— Spring Sewing Week. There are two reasons for this. First, practically every woman in town is interested in new dresses and the fabrics of which they are made. Also notions and accessories. Salespeople who want to make a big book for themselves and a big day for the store ought to study every item of an ad such as this when their store runs one. This kind of advertising usually stimulates a lot of me- dium and small sized purchases but frequently hundreds of big sales are made. Sewing interests women whether or not they do their own. It is hard to resist the lure of beautiful new fabrics, especially silks. And, besides, the buying of new fabrics creates an interest in other goods in the store. see something which has been de- scribed the store has gained a big It has succeeded in bringing a prospective buyer into the store. That is the first step toward a_ well. help the home dressmaker. Each ad has certain elements of its own. These are analyzed in the short com- ments. It will pay to study them How and Why Barker Bros. are CompleteFurnishers of Successful Homes 3 people must do their best to back j | \ i ! ! | { SPEEERS Studios of Home-Planning Jase sores Deecesiiog ‘The establishment of Barker Broa. has been referred to as & Public Utility, s r thé real Center of hom: peaking ® rye pine! ivities far beyond an every- features will be of interest and may serve *hich the buying of home-furnishings is made to bring to notice be gery tel eee ‘more pleasurable, and more profitable. RSTES? pa Eyl Li if) "7 it Authentic Advertisi Sibarsee | or ors at of arte. proton ure Ef Extensive Carpet, Drapery and Linen Workrooms BARKER BROS., Los Angeles, Cal.—There is a specialized appeal in this kind of an ad which brings customers into the store with more than one in- terest. One interest may be in some specific piece of furniture or other item of home furnishings. Another interest may be just that of seeing how something for the home will look, how a rug will look with a dresser or with a curtain or drapery or with wall paper. After the customer gets her idea, she will buy what she wants. Keep in mind that after this kind of an ad appears for your store, new interest in your departments is sure to follow. Be ready to talk intelligently about what is advertised in your store’s ads. ADVERTISING IDEAS An Advertisement Has No Competition When It Interprets a Universal Need This one has a theme taken directly from the mind of the persons it is designed to interest—lovers of beauty, harmony and comfort. By Guy Hubbart The advertisement reproduced here was written by Mr. J. E. Smith for the D. M. Read Co., Bridgeport, Conn. It would be unattractive and uninteresting if the four- part illustration and the chief caption were omitted. The illustrations give it atmos- phere; the caption gives it character. Both are essential in creating interest in quality merchandise such as comprises the bulk of the items described. This advertisement would be classified as a merchandised announcement with a spe- cialized appeal. It is merchandised because the items are from several different depart- ments so far as this one ad goes. The ap- peal is specialized because it is directed toward the home-making instinct. A house can never be a home, no matter how well it: is built, until it is furnished with those articles of beauty, comfort and utility which meet with the tastes of the occupants. A Central Theme Copy in this advertisement has just that for its theme. The theme is woven around chinaware, bedding, music, linens for the home and wearing apparel for the person. The latter is detached somewhat from the home part of the advertisement but has a direct connection with the plan of argu- ment. A setting showing the dining room, living room and a bedroom suggest elegance, com- fort and good taste and thus colors the char- acter of individual items described, espe- cially the china and bedding and linen items. It is doubtful whether this one advertise- ment brought much by way of direct returns even though special priced values were of- fered. But it did interest people in the idea of a tastefully appointed home. It was worth all it cost if it did nothing but center the interest of people of taste in the store’s merchandising policy. If follow-ups were used they very likely brought some immediate sales to the depart- ments featured because they would naturally reflect something of the atmosphere and character of this advertisement. General Application Retail advertising is improving generally, At least the good advertisers are doing bet- ter whether or not the poor ones are getting While it is plain to any practiced eye that retail advertising is progressing as a whole, it is just as plain that improvement is needed in one direction—the standardiz- ing of quality. A store will one day have an advertisement which measures up to all the known standards of good advertising practice. The next day it will have one which has few, if any, marks of such ex- Che DP) Read Co fstablished 1857 A definite idea such as is stated in the caption of this ad—“A Man’s House Is His Castle’—is the main thing. Ideas magnify the power of plain words without too much explanation. Ideas are images reflective of what someone already thinks. Ideas are in people’s heads, where all buying impulses take form. It is always easy to discover whether or not an ad has an idea back of it. If it has none, it is usually full of flat arguments with little reasoning or new viewpoint back of them. An ad with an idea in it has fewer arguments but good ones. It awakens ad- ditional trains of thoughts than those which are awakened by the goods. This advertise- ment has an idea init. That is why it is re- THE D I) Read Co This Store Closes Daily at 6 o'clock $71.30 ee ot =! A Man’sHouse is His Castle Without and within it should express his taste and his known “bluebird” pattern. Regularly $30.00. $24.00 Syracuse China Set of 112 pcs.. floral border design with dark blue band on edge. Regularly On a Special Bedroom Set The New Year Saw the repeal of the so-called “Nuisance” and Luxury Taxes. ~ No longer will it be necessary for the purchaser to pay a tax on articles of wearing apparel such as, shoes, neckwear, hats, dresses, waists, hosiery or lingerie of any kind. Ever since 1919 people have been paying a lux- ury ax, Which applied not only to luxuries, but to certain necessities when they exceeded a cer- tain price. The elimination of this tax means a great saving on the annual family expendi- tures. Everybody feels relieved on account of it. rae A Special Clearance of Pathe Records One lot of more than seven hundred records, includ- ing a good many popular dance numbers and also vo- cal and instrumental pieces These FA A standing in the community. The most modest cot- i hae 50 pie have been 85 cts tage may overtop a richer house or a mansion in the . nai : A lot of nearly three hundred records. Have been rez- neatness of its surroundings ularly $1.00 and $1.25 cen reg The January Sale of Furniture offers an exceptional Now 75 cts. chance to fit up the interior of the house. One lot of about two hundred. Regular prices. $1.50 to $3.00. $1.00 each : In this last Iot are a number of ve ae 2 Diecee Dinner China Sets ol are a number of very desirable pieces of classical music Basemoant. Sale Price American Porcelain Set of 112 pcs., showing a large floral border in pink and blue, with black Specials in Linen e re. arly $60.00 5.00 line on edge Regularly $4 Table Damask by the yard, of pure linen in attractive American Porcelain Set, 100 pcs., with decora- patterns. 70 inches wide Sale Price $2.75 tion of two blue lines with pink roses, coin gold Vable Damask 70 inches wide, Sale Price $3.00 s e y $54.00 .00 : handle Regularly $34.00. $44.00 Mercerized Cotton Damask, heavy quality with soft American Porcelain Set, 112 pcs., having a finish, 64 inches, Sale Price 79 cts. wide band of tan outlining a cream colored bor- 70 inches wide, Sale Price 95 cts. der and set with pink roses. Regularly $46.00. $37.00 Imported Cotton Napkins, 18 inches square, Amenican Porcelain Set, 100 pes, with medal ; ; ’ : $2.75 a dozen lion efiect in blue set with pink roses. Regularly Plain White Linen by the yard, 36 inches wide, 533.00. $26.00 Special 75 cts. a yard. Third floor American Porcelain Set, 100 Pes., an the well Blankets We have had some weather which make blankets a $60.00 tempting offer > ie ‘ ' White Wool Blankets made of ffne California wool on Wo 1 I i Bavarian China Set of 100 pcs., novel in design, cotton warp, with very attractive pink and blue bor- >; ni! ‘ip "| with coi gold edge and handles. Regularly ders. In size 70 x 84 inches. Sale Price $10.75 ol fei ru 585 00 $68.00 Plaid Blankets of wool, double bed size, pink and if | ; ; ? ies white, blue and white, tan and white, gray and white 1 ; Bit ay ae heii eas im pink spray de $63.00 Excellent for the money. : Special $8.50 | Fy | } sign egularly SG . “ I] A Ig : ? piece White Blankets, wool and cotton mixtures, with neat borders in pink and blue. Size 70 x 84 inches. $5.50 Third floor On a Cold Morning Women’s Fleeced the pieces may be bought separately if desired. worse. Anyone can sense this who sees In Mahogany or pac of A gas heater i. fiend Bideavest 1 j j sser, $59.00 Chiff e i ly article and we are gla many advertisements and studies them with bea ees cot (cea ees fo welcome it m any Vests and Pants a constructively critical eye. : Bow-foot Bed, $50.00 room. Black Enamel Bl r Sas were & 5 P Pourth floor Case, open-front style 51.60 low $1.29 Impressive and unimpressive they con- with copper reflector. A Extra sizes, were $1.85 very powérful heater. Now $1.49 tinue to appear in the newspapers every day. Good, bad, indifferent; interesting, uninter- esting; flat, vivid, dull, and so on through all gradations of merit and demerit. And year after year, national and local advertising clubs and individuals strive to better the advertisement as a unit and put the stamp of power and interest into adver- tising. And it is this effort, by organizations and_indi- viduals, which accounts for the increase of good advertis- ing over indifferent advertis- ing and better advertisements over poorer advertisements. Undermuslins One table filled with a collection of odd gar- For Children Creepers and Rompers motan, brown, pink NMue, etc Orgmal prices were $100, $150 and $2.00 Creepers m sizes 2 and 3 Dolls Small and medium sizes, and many of them unbreakable Were $125 tv 82.00 19 close out a 50 cts. Second lot, ments, incomplete sizes, but all very desirable There are V-neck gowns, were Rompers in sizes 3, 4, $2.25 and $2.50. In > and 6 La Grecque Combina- Bince oattit 50 cts. to close out. tions, Chemi-Pantelons, $1.00° A second fot, a little and other pieces good mussed and dusty m style Stuffed Animals on wheels $1.95 econ 1 fon Creepers and Rompers of crepe and chambray $1.00 to close out, Second floor Your Choice at $1.69 Second floor 4 Sale Price $5.65 Old price $8.00. Round Cylinder Style, a blue flame burner, suitable for sleeping roams or bath rooms Sale Price $3.25 Old price $4 50. Electric Heater suitable for medium sized rooms Medicine Cabinets White Enamel, with heavy bevel plate mur- rors and plate glass Sale Price $5.25 shelves. Old price $6.75 Basement Regular Sale Price . $13.50 $10.00 Portieres, $16.50 $1250 Of Duplex Velvet, were 318.00 $13.50 $30.00 Now $25.00 $20.00 $15.00 Red Silk Velour b y the $25 00 $18.75 yard, 50 inches wide $27 SO $20.50 Was 88.00. Basement Now $4.00 a yard. Che DM) Read co Cx 0 Dy Read @ Fleeced Union Suits, regular sizes only, were $2.75. Now $2.50 Cotton and Merino Suits Medium weight cotton Union Suits, low neck, sleeveless, kne2 or ankle length. ~ ; Regular sizes, were $1.50. Now $1.29 Extra sizes, were $1.75 Now $1.49 Merino Union Suits, low neck, sleeveless, knee length only. Were $2.75 Now $1.95 Silk and Wool Union Suits, low neck, sleeve- less, knee or ankle length, were $3.75 Now $2.95 Main foor. ADVERTISING IDEAS For Use During a Spring Campaign If Thinking Up a Headline or the Beginning of an Introductory Comes Slow, These Suggestions Are Easily Adaptable Newest Arrivals In Women’s Spring Apparel Women and Misses seeking new clothes for Spring will undoubt- edly find this showing just teem- ing over with interest. The new styles are wondrously appealing and distinctive, fabrics are of ex- ceptional quality and colorings run high. Come see this new ap- parel—there are exclusive style developments in every model shown. Gone <9 These Are The New Spring Suits So very distinctive and attrac- tive that they simply can’t help being admired. The style notes in these forerunners of early Spring Suits are well worth your while to study if only to be well informed on the approaching season’s fash- ions. Various models developed in effective styles at moderate prices. et a | A First Showing of Spring Dresses We're not going to tell you very much about these beautiful dresses because we really would like you to come see them for yourself. All that we will say is that they are beautiful beyond de- scription and what’s just as inter- esting, perhaps to you—they are all priced very moderately. 4 4 The Newest Coats For This Season The dominating style influences for Spring are thoroughly repre- sented in this comprehensive dis- play of smart coats which have been gathered from every avail- able source. These are the newest ideas in advance Spring styles— advanced in style but retarded in price—just see several of these models and you’ll understand our saying Good Values. ek See Loveliness Is Embodied In These New Waists Each model is new, dainty and in some alluring style that you'll take a personal fancy to. Made of finest crepes, satins, silks, batistes, lingerie and handkerchief linens in simple tailored styles as well as those more elaborately deco- rated with the season’s new frills. And prices will prove a revelation for moderateness. Ween Bk) Authoritative Styles In Separate Skirts As usual, separate skirts will play an important part in the woman’s wardrobe this Spring, especially those who find the waist and skirt combination of greater comfort when not attending to formal social engagements. We invite you to see our splendid as- sortment of these better skirts which are all moderate in price. By Arthur Sinsheimer The New Spring Dress Fabrics It is no small undertaking to feature the new dress fabrics for Spring at a decisive underpricing but we’ve accomplished it and our displays deserve your attention if you have the making of your Spring apparel in mind. The New In Silk Petticoats Your silk petticoat thought will probably lead you to a decision in favor of one or more of the pretty styles which we have assembled for your selection. And don’t fail to see those developed in the new silk jerseys—and note the prices. Spring Style Letter With slight changes here and there, if necessary, a letter like this to your customers will help to increase your sales of early Spring mer- chandise and build a great good-will feeling toward your store. Dear Madam: Isn’t it just about at this time that you find yourself interested in finding out what the new styles in garments, accessories and furnishings are to be for the approaching Spring season? In believing that such fashion news would be of particular in- terest to you, we now wish to extend a cordial invitation to visit this store at your earliest opportunity and see the advance styles for yourself. Our stocks now portray some of the most favored of the early creations in Coats, Suits, Dresses, Waists, Skirts, Millinery, Dress Fabrics, Silks, ete—all of which we are sure will greatly appeal to your individual taste in style matters. New assortments are being added to our present displays each day, and by accepting this invitation to see all of these latest Spring fashions, you do not obligate yourself in the least— although prices are so reasonable that any purchase you might make would be a step toward true economy. When may we have the pleasure of showing you these fashions which form the keynote of style information for Spring? And About Those New Spring Pumps Choice narrows itself down to just what style of “strap” pump one prefers. A very easy way to be sure of both value and the newest mode is to see the new Spring pumps we are offering in popular leathers at moderate prices. Very truly yours, (Store Name Here) Stocking Notes for Spring When one considers the matter of stockings for Spring, the new shades in silk stockings are what she will choose in part. We are offering these special prices for to- morrow just to get you acquainted with our Hosiery Department. Here’s Another One of Those Editorials Initiative is the ability to do the right thing without being told. Business. initiative is “efficiency”—the power of leading, of quickly realizing conditions and making speedy readjustments. We have kept in close touch with our customers and the market. We have anticipated—and acted. How carefully we have planned. and how successfully our plans were carried out is very evident in the splendid stocks we are now showing for Spring. We invite you to verify our “initiative powers.” Then There’s The Wool Sweaters A Spring wardrobe without a wool sweater for both warmth and fashion is quite beyond the concep- tion of the well-dressed woman. Just how fascinating it may be is quickly seen in the Sweater Shop which you should be sure to visit when on your tour of style inspec- tion. The Spring Gloves Are Also Here For gloves to go with any cos- tume in your new wardrobe, the kind that lend a certain air of correct detail to your attire, you need go no further than our Glove Department to make your selec- tions. And you’ll probably be surprised at the lowness in prices, too. Charming New Spring Millinery Millinery for every phase of your Spring attire—from the sim- plest morning frock to the most elaborate dinner gown — all through the pretty ranks of social and street attire—there is a spe- cific type of Millinery for every occasion that is essentially cor- rect. Come see this informative display and note the little prices. O77 Ce Spring Neckwear Worth Considering These displays of ours are prov- ing most interesting to all who see them. In the terms of “New and Different,” our neckwear answers every need of the woman who wishes to add the final touch to her new Spring apparel. 7300.8 With a Thought to the Children The new Spring Apparel for Boys and Girls of all ages is here now for your selection and to say that the dresses, suits, hats, blouses, coats, etc., are “clever” in their newness of design is putting it mildly. Come—and bring the children to be com- pletely outfitted—prices you'll find moderate. q+ ¢ 4 And the Men, Too, Are Taken Care Of For in our Men’s Shop we have gathered together one of the most all-inclusive displays of Men’s Clothing and Furnishings for Spring that it was possible to round up and we would like every man in town to pay us a visit if only to see this Spring Style 4 4+ 4 Spring Achievements in Women’s Stout Wear Even this department is all aglow with the complete apparel needs of women of extra size and we extend a most cordial invita- tion to those interested in the larger sized garments to see this Spring display. lant, BO | Show. Those New Knicker Suits For the woman who enjoys the call of the great outdoors, whether merely on the tramp or for golfing, what more comfortable could she choose than one of these new three-piece sport suits—jacket and skirt while getting to the “field of action” and knickerbockers when the “play” be- gins. And best of all, the price is no hindrance to your getting one of these knicker suits. y “hin ou rf Advertising Ideas AN De SALES PLANS BORRVAPRIL A =X | inti) il ERS iP nreeireorey If You Need New Viewpoint, Get It Here Sometimes Just Looking at a Good Idea That Has Been Used Will Help You Think Up One That Hasn’t Been Used—Here Are Some First Class Thoughts Wireless Selling A new era in up-to-date selling was started when the Kaye & Einstein Com- pany, manufacturing furriers of New York City, threw open its wireless station for the convenience and edification of visiting buyers in the market. Stock market quota- tions, weather reports, concerts, lectures and daily news items are now on tap. And buyers are not to be alone in enjoying this pleasure, for the head of the firm announces that within a few weeks a connection will be made with its large workrooms so that, with the aid of a loud speaker attachment, employees may enjoy wireless concerts dur- ing their lunch hour. It certainly ought to put out-of-town buyers in a perfect “re- ceiving” frame of mind while looking over the Kaye & Einstein new fur modes for Spring. Tell us your ideas on the use of radio as to entertaining customers and thereby increasing sales. Dog Friends Most every store makes a feature of ob- taining new friends among grown-ups by catering to the juvenile trade, and the retail merchandising possibilities of this plan are now pretty generally recognized. But win- ning a customer through his or her canine pet is a method of sales appeal which is still comparatively new. “Love me, love my dog” is an old saying which has consider- able significance for any merchant, and dog owners as a class constitute a body of cus- tomers who usually have plenty of money to spend—think this one over for a while and if you decide to tackle the idea, throw in a headline something like this: “If Your Dog Isn’t Worth a New Collar, Shoot Him”—that ought to startle animal trainers to action. ste aS An Added Service With Spring rapidly approaching and all the new seasonable shades and colors com- ing into their own, it’s quite a problem of keeping a varied enough assortment of women’s hosiery in all colors to match the new Spring attire. But there is a way of keeping customers well pleased. The “Dixie Shop” of the H. & S. Pogue Com- pany of Cincinnati, which handles high grade silk ho- siery, has inaugurated a dye- ing and mending service which works out pretty nicely. The Shop announces that there is no extra charge for dyeing hose to match women’s and misses’ favorite new gowns and guarantees to duplicate any shade selected. The shop will also repair old hose, even to the extent of replacing heels, toes, or whole feet, if necessary, at small cost. Penny a Yard Profit This one comes from Brooklyn, N. Y., where the Ridgewood Dry Goods Co. put over a new “penny” sale idea in good shape. The sale, which lasted a week, included all the yard goods departments of the store— dress goods, silks, draperies and domestics. Its display windows were used solely for yard goods trims, and hung from the valance of each front window was a large reproduc- tion of the 1922 Lincoln penny. In addition to these, special six-inch window strips were used and measured off in yards to represent a tape measure. At the end of each yard was a three-inch reproduction of the penny and between each penny was printed “Penny-a-Yard-Profit” in red let- ters. All price cards, in both the windows and on bargain counters and tables were specially printed and had real pennies glued in each corner for decorative pur- poses. Vigorous advertising copy, low prices, and out of the ordinary displays put the sale over in great shape. * = Wrapping Paper Ads A special wrapping paper is one of the advertising stunts of the Flint & Kent De- partment Store of Buffalo for its infants’ wear department. Printed in the center of each sheet in blue is a stork bearing a card, upon which is printed an appropriate little jingle. On the lower end of the wrapper is a picture of a tiny baby lying in a blanket attached to a baby scale. Tiny toys are pic- tured around the border, and the baby de- partment attributes part of its popularity to this publicity. Free Phone Calls Ware’s Department Store of New Ro- chelle has shown through a period of years that it is not a very difficult thing to get plénty of business, not only from New Rochelle, but even from other suburban towns, which, in a great many instances, are difficult of access. As far as the town’s trade is concerned, the solution has been consistent advertising of “class” merchan- dise that is “right” in quality and price. The auto has helped to get trade from the suburbs because those who own machines find the short ride of a few miles more pleasant than the longer ride in the train into the jostling crowds of the city. And to cap the climax, free telephone calls solve the problem of the shopper who is not blessed with an automobile and hence would find it difficult to get to New Ro- chelle in person. The store allows these patrons to call up and reverse the toll charge—an idea that certainly corrals the utmost of suburban trade. Radio Again The Goldsmith Department Store of Memphis, Tenn., recently installed a radio receiving set in its children’s depart- ment. By cleaning a large space in the cen- ter of the floor, crowds of youngsters daily congregate to hear “Uncle Wiggily” bed- time stories and other interesting concerts of instrument and voice which, through special arrangement, are sent by the wireless telephone broadcasting station of the Westinghouse Electric & Manufacturing Company all the way from East Pittsburgh to Memphis. And don’t forget that any customer who buys a good receiving set from Goldsmith’s can also hear these same concerts right in their own home. Better look into this Radio game while the going is good. Ya ae ee a ‘‘Actual Cost’’ Tables Lowenherz Brothers of Columbus, Ga., have made this selling idea a regular fea- ture of their store. Every Monday and Thursday the store announces through its advertising space in the newspaper, the ar- ticle which has been selected for the “cost” table. On the following day it appears on the table and is marked at the bona fide ac- tual wholesale cost. Making a success of this stunt requires the presence of a high type of salesperson at the table because only through the subtle art of suggestion can the store overcome the loss which it sus- tains in selling merchandise at cost prices. Lowenherz Brothers have found that visit- ors to the “cost” table will make other pur- chases if they are properly handled—and it wouldn’t cost very much for other mer- chants to try it. ADVERTISING CheSmithKassonCo. ee — \ Announcing the opening of a new shop devoted exclusively to Women's FASHIONABLE | a STOUT APPAREL 1 dey FORMAL OPENING ¢ Monday, Tuesday and Wednesday, March 14, 15 and 16. To-morrow, March 14th, we shall open a new of Women's Fashionable Stout Apparel, which’ will make It possible for ‘you to secure the utmost perfeetion of fit and emart- ma Sle gus ter ara eh Seana ah ae ad aang and graceful contour is echieved, to a degree you woul tne ately col Sey hae sea he free a Sar : r oy] re designs that have hitherto appeared ooly In regularsized apparel ition te the ouler apparel we shell handle s complete and varied stock of fashonable stout lingerie and rests, brassieres and bouse dresses, so that your every need can be fulfilled at this store. LIVING STOUT MODELS | Will Exhibit the New Spring Moi “Syeltline” Fashionable Stout COATS and WRAPS $39.50 to $165.00 “Sveltline” Fashionable Stout SUITS $39.50 to $165.00 ‘Swehline™” Fastsonable Stout DRESSES $29.50 to $165.00 “Seeking”. Fasbicomble Stat SKIRTS BLOUSES ST ea ss $14.50 to $35.00 ¥ po | H TIS | S — SMITH-KASSON CO., CINCINNATI, O. — Here is a page advertisement devoted entirely to apparel for stout women. The store that can establish a good volume of business with stout women is fortunate. Salespeople can, if they will, read this ad, get the idea and spirit of it and thereby help themselves to make more satisfactory sales—satisfactory to the store, the customer and the salesperson. Remember, stout women are a bit exacting regarding what they wear. It re- quires tact, patience and understanding to get and hold their trade. But it is profitable trade once your store gets it. This ad is the opening wedge for the sales- people. Read the ads your store runs and while you are reading them, keep in mind that tomorrow’s pros- pective customers may be reading just what you are reading. When you meet, you can talk and think with common understanding. See Sn ST A Toro TONTNT ENR TA IDEAS Salespeople Should Advertising Man as selves—A General Salesman Consider the One of Them- It Takes About Fifteen Minutes to Make the Average Sale to a Cus- tomer—It Requires About That Much Time to Read an Advertisement The three advertisements repro- duced here feature two of the leading divisions of a store stock—ready-to- wear and silks. The ads are about the same size and contain about the same amount of reading matter. An intelligent salesperson could read one of these advertisements through in fifteen to twenty minutes. If read with the utmost care, not more than thirty or forty minutes would be required. If every salesperson in the depart- ments represented in the ddvertise- ments would try to analyze why each item is in the ad, why it is priced and described as it is and to picture in her own mind how each description is going to appeal to a customer, the adman’s work would closely dovetail with the work of each salesperson. By such a cooperation between the sales force and the advertising de- partment an ideal merchandising sit- uation would result that could not help but build a better store service and thereby an increase in sales pos- sibilities. STBLEY, It is doubtful whether more than 2 per cent of salespeople read adver- tisements of their own department with any regularity or very intense interest. But if they realized how the ad helps them make sales they would consider it a duty and a privi- lege to read every word. Also sales- people in departments not repre- sented in any particular ad should read it because customers are likely to ask questions about the advertised goods of people not in that depart- ment. The store ad, no matter what is in it, is for the good of the entire store and the quicker this idea can be thoroughly intrenched in each sales- person's mind, the better it will be for everyone concerned—especially the salespeople themselves through a greater showing in the daily sales- books. Read the descriptions of how to read the ads represented here and then apply what you learn to ads of your own store. This is one of the tre methods for studying salesman- ship. LINDSAY & CURR 00. | isl H Silk Fabrics “Every maides, coy, alluring, Lithe and graceful, fair ana gay, ‘Owes it to cer Youts and Beauty To be decked io Silks To-day!" Lidl nt ae E : i HE mory of the arvelopment of the silk industry is crowded with Fomance It reads almost Like a tale from che Arabian Nights, ‘Way back in the year 2040 BO. the little 1b-year-old Z Chinese princess Si-Ling-Chi, discovered the silk worm and Maried him in eyrtematic way to labor for the benefit of man- Kind, and it was abe who, with her ladies of the Court, first wove garments of besatifal uilk which afterwards became the scoept- juction was kept & stale secret and carefully te of the ail worm and seeds of the mulberry tree and she imparted to her lover her own knowledge which ahe had gained in the Royal Palsct of E ‘At a later date Alexander the Oreat learned the secret and still later daring the reign of Julius Cacear silk became the Court dress in Rome. To- day the United States leads the world in the mapufscture of silks, the heart of the woven silk industry being located in Patersoa N.J. Last year there in the United Staies no leas thax $500,000,000 worth woren everywhere ur Interested in ailk for it enters into uemeadon & cag me sin) S) Miple Siow Werk Infouts’ Apparel Dissins jawaly wed @f sire or Broad brimmed ha hem = company | (Thed Flow) e Art of Coreen As Presented In the Specialty Shops-of this Establishment HE exhilaration of dress, the consciousness that one is in the mode, yet not of it, individually di tinguished ig attire and with ing which accenas one'sown ality—auch is the triumph of eat artistes in dress upon whom “this establishment draws in the pre- sentation of apparel to its patrons, bo itesadecelor, wery smart [0 Costume Tailleurs of the famope cout whe cooperste in developing Feclusive fashions presented by Halle Bros Co. New Spring Apparel Charminrty stnfent ah aa Millinery The poet UDAYAUOAEVAUATRRGABAAOCVENGNEVONUAGOOOUONURUONDAGHDUOGDUOERAOEORONOUGGUGUROQSRORUACRGATAVANAUAUGOSOMANiRDEAOOAGRIAUOUEINL Silk Petticoats We er Vagos Perens 1g Exthasie Clewalane Sete MUU Ti = = =| = = = = = 4 E | =| = = = FY Ft THE HALLE BROS. CO., CLEVELAND, O.—This six column advertisement is more than a mere catalog or bulletin of items. It describes different items of outer apparel from the fashion standpoint—from the standpoint of trimmings, ma- terials, models, styles. When a lady comes in to buy in re- sponse to this kind of an adver- tisement she will feel strange if the salesperson is not so well informed as she herself is about the goods. If the customer gets her impulse to buy from the ad, surely the service she gets should be in keeping with the ad. This one is especially well written and interesting. The salesperson should be as inter- esting and should display as much intelligence as the printed ad displays. And furthermore, what better method could a salesperson adopt for studying a new season’s style changes than by reading thoroughly every style ad put out by the store at the beginning of each new season. The advertising department spends many days and sometimes weeks in get- ting style information together and all this you can get by a ten or fifteen minute careful reading of the daily advertise- ments as they appear in the local papers. int fe Silk Sweaters if -] throaghost this Drond land of ours may all have the opportunity of mare aboat ail ways in which it is used for our benefit and for our i pleasure. ‘This week there will be special silk displays in all departments whare silk enters largely (oto tbe make up of the merchandise, itt Silk Negligees Crepe de chines, crore Ss ‘These silk hats have s joy springtime about them, in {Bete bright colors and dashing st!e8. One of tbe favorite shades of is tangerine ere eo th ecbreldery, flower streamers, for perhaps with only ibeir own amart lines for ‘Mazy are the kind that one fiads usually only in Paris. Second Floor Lamp Shade Silks ‘expecially suitable for lamp to use with them SIBLEY, LINDSAY & CURR CO., ROCHES- TER, N. Y.—Few salespeople know all the inter- Many stores run just as interesting advertising on silks as this one is—and it is most interesting and help- ful—and it would pay any silk salesperson to read such advertising, also any other matter which tells esting things they might know about silks. about silk, its nature, its quality and its use. Besides silk for dresses, there are other commodi- ties of silk—ribbons, underwear, veils, gloves, hats, Every store carries them and people buy them—because they lamp shades, sweaters, and so on. are made of silk. Salespeople never know too much about silk, too many facts, too many viewpoints about its charm, its beauty, its uses. Ads fur- » nish this knowledge. Read your silk ads, even try to think of things to tell the adman so he can put some of your ideas into his ads. ADVERTISING IDEAS Z. Here Are Outlined Some of the Non-competitive Elements of Retail Campaign Advertising Well Regulated Serial Copy Automatically Reduces the Price of Newspaper Space for Department Stores—Here Is a Method Worth Some Careful Study Sometime in the sweet bye and bye an ex- perienced department store advertising man will retire and write a book on retail advertising. It will be a book which any adman can read and then put what he reads into practice. This is not in disparagement of the many excellent books now in print on the various phases of advertising. Not at all! Most of the books are good books, full of interesting facts, figures and rules and much guidance and suggestion, helpful to the beginner in this fascinating field. But what is needed is a manual of how to apply advertis- ing as a force to the movement of merchandise, a book which tells how to make advertising do what needs to be done from day to day. I do not know who is to write this book, but I can suggest a , By Mee Sug ° . An Anniversary good title for chapter ten. This aie Chana is it: “How ‘Serialized’ Cam- Writes and Sere fo MISTER MAN paigns Reduce Cost of Space for the Department Store.” By space I mean newspaper space, not floor space. As every- one knows, forty lines or forty inches of white space cost so much money, no matter whether the method of using that space brings in much or little business or any at all. Laying aside the appeal of the merchandise itself and the value represented, the story has a big in- fluence on the sale of the goods, any item of goods. And there are hundreds ina store’s stocks. No store can afford to buy space enough to give every item in stock an application of advertising every day or every week. And if it could, no customer would read about every item. Some goods must ride out of the store on the interest created by advertising in other goods. It is because of this that the serial campaign method is good. Few stores use campaigns. Most of them run hit and miss ads, one ‘This morning-we strum our = harps and sing our songs to that shyest and moat fastidious of all shoppers—Mere Mant Tn case his lady sees this Juma first, we trust her (n bp 5th section down) to hand 2 it w him, face up, with bi» | gecond cup of coffec As You Like Them Variations sure to please : are the White Linen Hand- 3 kerchiefs selling in the ale, 6 : “fuss or 2°, quality beyond. ‘compare at ? * this price! Big. honest Hand- = kerchiafs you will like. First + 2 Boor, : *Priesd Winner 146 [Soren the Word! ' A new lot of full-fashiondd » { ; Silke Socks (pure silk, good weight) have jyst been en: i ied ute nla Bld, 2 $1.35. First floor. a : “rriend. Winnere® 141 ata cane aT; at = $4 jnto scrub and silver cloths, » he would go on weaning > ragged skeletons long after the ‘flesh had departed hence." i. We provide a defence Imported Madras .Shirtings s with interwoven, kind yesterday, another kind to- fibers Dies mare special for the sale at Me morrow and another kind today. But there are stores whose admen value and utilize the campaign idea. The Gladding Dry Goods Com- pany, Providence, R. I., is sucha 2 yard. Second Floor. “Friend Winnere” 41, 42 store. Mr. Gordon Schonfarber is ! the advertising man. The group Eh Stage Stas the same swagger of advertisements reproduced here is typical of different methods of serializing advertising as em- ployed by him. In so far as shape and size of space go, three methods are rep- resented in the reproduction. The strips are column wide and 20 inches deep; the two ads in the lower middle are two columns wide x 714 inches deep; the upper center is four columns by 15 inches deep. But the size is not the important thing, al- though there is a certain amount of identity in the shapes, espe- cially those of the column strips. What is important is the treat ment of matter in the space. Copy is written in a certain vein in each kind of space, no matter what the subject matter may be. For example, the strip ads are divided into segments, each one dealing with a special item and in a newsy, interesting style of writing. It is informative, easy to read and easy to remember. Space is saved by this method of serialization because several departments are represented but only one column of space is used. The two-column by 7% inch i thin sale at $3.55 pair, Foe 2 Floor. sPriend Wlaasee” 148 We Seem to Remember— That men are said to be! rather given to the practice of bringing gifts to ther wives | when they have done somé- thing they thouldn't. Pal i Necklaces, special, $4.85, will appease for a mld cue more, ceciieese eral cad deare £ the frown into those sunny }amiles you love, “Fiend simmers 19 and 99 We carry a regular line of Accessories for Men—Socks Gloves, Leather Goods, Jews clry Novelties, Stationery Umbrellas ‘Didn't esa know it, clidja *@ Gladding’s By Guy Hubbart ads are used for various purposes. Sometimes a campaign on the Louis XVI Dress Salon, sometimes rugs or shoes or ready-to-wear. It makes little difference provided the campaign idea is carried out. Sometimes four ads will suffice, at other times, six, eight or ten, maybe more. When a customer becomes accustomed to reading something interesting, she soon begins ————————— —} adman or woman who has a good one, complete in idea and form, can have it reviewed here by sending it in. It always helps if a little data re- garding the merchandising purpose of the event accompany the ads. This is not necessary, but it results in a better review both for the author of the advertisements and the audience to which the reviews are directed. The purpose of this particular page of Adver- Cood Dates, Past and Present— “Louise” Corsets—Special For the Week-End, $1.50 Yesterday was the 300th How amazed the sedate little ladies of 1766 (the year * this Store was established) would be if they could see these lightly boned com fortable girdles. Those were the days when no 2 girdle tops with wide bands i Neakle ink etre wk i motion are in pk figured broche; sizes 2* | 20 Wp 25. sd special this week-end at $1.50. - Oladding’e, Third J oor TARIFIABLES i on Th (Gfonaade Enduring yalue w a chaz I = ae the pat! gains. Io ThrifTable Pillows, $2.15 In x ld ator of phat. 0 The Keen Zest of Driving One’s Motor These Crisp Autumn Days Is heighted like the youthful color in one’s cheeks if there 1s the conscjoysness of being smartly tumed out, well groomed. md A new Angora scarf will lend « brillisnt-flash of coler as it snap: thaulder—$5 to $17.50. Trim, official looking driving gvantlet of oe tan capeskin are $5.50. Ard there snot f'n, mami, becorniag. clone fitting’hat, of course, and probably one of these Camel’s Hair Cloth : Utility Coats at $45 : Several models, some with tet collars, slash pockets, self-belted aad with either lesther or big buttoos. Thes coats are d style throughout the lang life of their soft, lustrous texture. New Wool Skirts at $15 The Ciiees of Ha ‘New w Thitigs, Nes Prices | cad Is. Lent Added Zest By Real Autumn Weather Cet Into Your Sui, Mqude— Because it will give you a perfectly good excuse to doa one of the mew Blouses just Any thoveaghly attune to the tnviron- exactly 146 years ago to-day that as * American commifies was ay carry on secret with im the friends British Tales dnd other po and whips crisply cael foor Pom Fleer Hin or raglan sleeves, 1 At » woman's foodies for ah sr thing that are hand-made. But when he sees a woman im E a bdand Made Blouse. look: ing like sweet white rowe— be surrenders Our Hand Made Bowes range in prices from $5.95 * w $25. to remain at the height of Gladding's, Fourth floor 5 fi Smart Companions for Motor Coats = ~ pair. Buckles, $2.50 to $15 Handsome = ser "ay Blouses | suit Modes | te Sars maha tee tend ait 2 dey kcal oes ‘Signs of the Dance— pce SL oe (wan Fon Large Peg GR pe ea aaa a tora Blower” of whe = in two aylen, White with Women as a-dany. These smart new yoal Skirts newer the need— moon aes Che The blue collar trimmed with THIS store readers « Prunellas, Striped and Plaid New Carwas Weaves splendid valves af $7.95 = * wit, “Whi wih ed cob: OX gine serpent sue tty clon of morecsosedann, brown-and-, Dimity Blouses, lon sefa- It Floats" aa Besides > trimmed med lue-and-yellow, and so on, and so on! —Plaited or straight tailored, to wear with Ayeat- a eae a A few alleen, to. figures, enabling them to with their smartness tailored in—not pressed in. A splendid era, ace, iene apieguel neo, select smart, styles at modefate cost ra | Jersey Petticoats At $2.95 Av limited assortment with tally colored flousces. Ex made for fall wess. Preparing to jazz a bit on fidence and poine of figure which ‘only care- fully designed and ap- propristely selected ap- can give the woman of ately pro T eavelope flesh colored batiste, gath- ‘ered on one trble and priced to sell at 95e each, the jocalled P79 Brassietes, 69c and Laer kere bon selling rapi 4 al a mousryne, - this ThrifTable price. $75.50 and up to $110, soarth owe If fou're a flapper whe = twirls a Necklace, often send- = sing your escort on as embar- humt—then ROM China! pew shipment” of the very useful ines? « e4¢ Baskets, coin and tase! trimmed. > Gladding’s > ramsing bead 1” gree—$! to $2. : sew metal “Betty” Beads are : facond floor } for you! Guan un 3 breakable and fe color. selection; a welcome.low price—$1 5. “Home-Made” Underwear For Boarding School Girls, Perhaps i — ft ——} arrived. bringing spick-and-span Envelope Chemises at $1 to $2.50 Camisoles, $1 to $1.50 Cami-Knickers, $2.25 to $3 Dravbers, $1 We are local headquarters for ths popular Underwear. AND FOR THE HOME—RUGS, CURTAINS, CRETONNES, FURNITURE—Sth FLOOR for gly ~ young owners— Glodding’s, Fowrth floor $3.95, Wool Challis Waite HIS muslin Underwear has made 4 reputation on the fine quality _ of its fabrics, the careful sewing and pretty ways of trimming. If your beart beats in time ‘With the latest tune of fashion | A brand new astortment “has just Bloomers, $1 to $1,50 Nightaresses, $1.50 to $2.75 Be prepared for « surprise ' when you put.one on. Your mere eit wal instantly become a distinguished costume! ng’, Third floor 2 dlippers that will be as easy- ~ going and companionably fa niliar to any man, a a Pack- Are in adass by LOVES have takea to whimsical motds--or moder but the, Jong wristed Glove/ can be relied upon, Mous- quetae and Gauntlet Ske —$5 50 to $9. rir flow {with Gilet and Valenciennes laces —413.50. ! Coral, jade green, blue, old ivory, cherry, tangerine — 44 = inches long—$1 strand. Many buy two strands and combine colors. Pleat (leew Did You See Wallace Reid— At the Strand last week? Remember the cunning Saw hig little twin nephews wore 3!) ths re eel ofthe pes? = We have some like theft. 5 They're “Oliver Twists" — : ‘with corduroy velvg trousers ? and white silk blouses, hand e Crystal. Blue Hiillin ery Suite Can't you see the pictine—= * and all thote nice callege boyy on her # for a smile? Just ach = wool” Sweater 2 7 Dress my ‘alon Lowered Temperatur¢— hake wait fis lhe Crystal Blue Hiidlinery Suite fons to bring you Y Ata! , Exclusiveness E No mere Indian ; Me a eed Expressing Personality “Nothing 10 shocks and reel the living soul E t's sctullyealdl ® So BS y ue Noster erie WHAT wee do and how we doit is often strange ofa Be rapaces Wemaar Enns wear cone epehard sae afte, Vly affected by what we have on. Dress can nothing 10 delights and edifes « es distinct wo ie king's fer a : Inespee, 10¢ to 40c package: | , atv ntry Palmore are Srranf. Cong iy Feet HAVE, YOU SEEN OUR male eceermess cons DN FP HE fastdioly dresed woman of our day pli eagh rf DOLLS ?* goes in for exclusiveness and distinction. She $7.95 wRiGeo~ : ‘s , two of these attributes. Star gains in poise and charm of manner by the con- , I: Gladding’s a fashcouablo, "eng faces opt oh retry! siouness that he is fully drewed and wal Gladding’ s Crate Exclusive, individually designed ap- not meet a replica of her costumé at every street Done 2 Women who do pot understand how to make i best ot ae ore pe TOL ee to assist the wis XVL Dress Salon aprog sent Bi Miles Site there are who know how to emphasize one’ comer, merely designed to street, at the theatre, at brilliant evening functions, things.” THEY'LL BE GLAD TO ADVISE YOU Gladding: s season! to watch for the ads which carry what interests her. She is familiar with the style, the story and the merchandise if she needs it. That is all there is to the campaign method. It works for a store just as a serial story works for a magazine, except the ads are usually more interesting and better written. If they are as good as these, they sell goods and build prestige for a store—at reduced cost for space! Why don’t more stores try to serialize their merchan- dising stories? Naturally there are many splendid campaigns which do not reach this department. But any (An Important Phase of our service is the presentation of exclusive, individually designed Apparel in the Louis XVL. Dress Salon and the Crystal Blue Millinery Suite. Here the Fastidious Woman may select beautiful Frocks @ Hats which are onginal and “ Sante while fas fatale that subtle distinction colors and lines which and bewitchin These Collections do not off They are delightful pa fs fashions for the ex- clusive few this year—for the whole world, perhaps—next “THE NEW THINGS FIRST.” Bladaing: a Important Sales in Progress— are good form, and those wih as “rows of exactly similar mieockore Trim. i med Coatt = Watch the evening papa 2 for others! Gladding’s tising Ideas is a bit different from the regular Advertising Comment page which appears every alternate week. The latter is devoted to an ad- vertising theme illustrated by three or four cur- rent advertisements which fit the theme. This page is devoted to the special work of one adman at a time, with the purpose of featuring the na- ture and treatment of something extra good in retail advertising practice. When you mail your ads, please state whether or not they are intended for the Monthly Adver- tising Ideas page or the regular Comment page, so that we will know how to handle them properly. Here’s a Good Place to Look for Ideas These Paragraphs Are Always Full of Merchandising Suggestions for Seasonable Copy on Many Lines of Goods Newest of Fashions for Spring and Easter Versions of new Spring and Easter styles—the most correct and fashionable—are depicted in the planned displays throughout the store. The Easter bride’s costume, too—new notes in em- broideries and trimmings — the new width of skirts—the length of waists, etc.—are most interest- ing and of timely importance to maids and matrons. Pa A Women’s Suits in Norfolk Effect New arrivals. And you'll have to hurry if you want one of these suits. Our first allotment of these suits, more than 100, was sold out in two days’ time at our pre- vious sale. So shop quickly, as we have only a limited lot in this offering at this special price. ek PN, New Spring Silks Arrive Ever of keen interest at this season of the year when so many are planning Spring and Summer wardrobes — particularly where vacations or other Winter-end journeys are to be made—are the new silks designed for Spring. The earliest comers in authentic styles have arrived. Fit. Vine Charming New Spring Dresses An extensive showing now— and every day we add new arrivals to our choice selection of pret- tiest Spring styles we have seen for many a season. Really, the models are particularly attractive this year and women who have seen our first showing have been very enthusiastic. It is almost impossible to describe all the clever effects. Come See Them for Yourself. fata FE | Newest Hats for Milady Tomorrow—an important pres- entation and selling of smart modes for early Spring and Eas- ter, prepared especially for this store and portraying in fashion the new styles, materials and colors for the approaching season. A eK Silk Underwear at Lowest Prices A complete assortment of dainty things for warmer weather, fea- turing the new styles in dainty bloomers, envelope chemises, night gowns, step-ins, underskirts, and vests. In fact, this is as complete a display of the new styles in silk underthings as you have seen for some time. And look at the little prices. 4 4 4 Looking Toward Springtime New footwear. And Springtime footwear is going to be as lovely as Springtime itself. Many of the newer styles are already here and more are on their way. Most every variety of leather is represented in our new display of Footwear for Men, Women and Children. A DWVIER TAS DTNiIG? WM DEAS By Arthur Sinsheimer Some Descriptive Items that can be used in your regular advertisements with possibly a slight change here and there as to colors and the insertion of your own pricings so as to keep them according to regular form: BUNGALOW APRONS at 59¢: striped percales trimmed with chambray and pearl buttons—belted back—very special at this price, SATEEN PETTICOATS at $1: in black and colors—pleated flounces— newest styles to underdress Spring and Haster garments—all lengths. GIRLS’ GINGHAM DRESSES at 75¢: new models in 6 to 14 years— large and small plaids—with contrasting trimmings. WOMEN’S VESTS at 35¢: regular 60¢ quality—Swiss ribbed lisle in extra sizes—low neck and sleeveless. BOYS’ BLOUSES at 50¢: newest colors in fancy striped percales— light and medium patterns—with attached collars—S8 to 15 years. WASHABLE PONGEES at 75¢ a yard: good assortments with varied colored satin stripes in many widths—splendid for blouses, skirts and sport clothes. WOMEN’S COATS at $8.50: newest materials including good serges and homespuns—belted effects—some with detachable collars—advance models—regularly $10.50. PLAIN SCRIMS at 10¢ a yard—fancy drawnwork effect borders—white, cream and Arabian—a very extraordinary offering—very desirable for making those new Spring draperies and curtains. TRIMMED HATS at $3: fancy straws in large, medium and small models—newest styles and colors—ribbed and flower trimmed. MEN’S LISLE SOCKS at 40¢: seamless with reinforced heels and toes— in black, tan, grey, blue and cordovan. GEORGETTE CREPE BLOUSES at $5: embroidered in two-tone effect —overlay on collar and circular cuff—a new and very smart model. MISSES’ SERGE DRBESSES at $8.50: box pleated models with girdles —in navy, green, brown, burgundy, canary and periwinkle—white collar and cuffs—14 to 18 years. MISSES’ REP DRESSES at $1.50: dainty new styles in white, pink, blue and tan—full kilted skirts, trimmed in white—sizes 6 to 14 years. Infants’ Wear That Mothers Will Appreciate A display so varied that you can- not help but make the right choice for baby. These baby wearables are noted for the fineness of the stitching and the soft flufiness of the fabric, and the prices you will find are within the reach of all mothers, whether with much or little to spend for baby’s outfit. Laces and Embroideries Will Be Extensively Used This week these trimmings for under and outer garments are fea- tured nationally, and, cooperating with this event, we present for Monday, prices on the finest of laces and embroideries that have not been quoted in a good many years. Your choice is almost un- limited. Here’s an Editorial for Eastertime With very little revising, this could also be rewritten into a very good form letter which you could use on your regular mailing list. A Few Weeks and Then HAs Seiet Dressing the Children in Springtime Apparel In this very complete line of With Easter coming on apace, the need grows urgent to greet and meet it as befits the age-old custom, namely, with new clothes appropriate for the occasion. Easter Dress is featured here this year as it has seldom been featured before. From the smart costume itself, right down to the smallest detail dear to every woman’s heart, nothing is jacking to make your Easter shopping both interesting and in- formative. Distinction distinguishes everything in our Spring and Easter displays—this is our best Exhibit and Sale in years—“best”’ be- cause splendidly complete with most moderate pricings. This Easter Store is ready to render a highly efficient service in apparel needs for women, misses and children—You Are All Cordially Invited to Visit Our Latest Style Exhibit Which Opens Tomorrow. Leather Goods and Novelties Distinctive traveling luggage, children’s dresses, coats, under- things, shoes, etc., can be found just what you are looking for, whether it is for play, school, or party wear. And best of all, every- thing will be in the very latest style at popular prices. Mothers! Your attention, please. fitted suit cases and bags and a wide variety of smart and clever novelties including a full line of useful, well made and fascinating articles such as hand bags, um- brellas, perfumes, sport coats, sweaters and scarfs. Everything for the traveler. Suits for the Men Spring suits of sturdy materials, in worsteds, serges and cheviots, made in up-to-the-minute models with the new lines which master tailors have adopted for men and young men’s Spring and warm weather wear. 02-9549 Books from Everywhere We are determined to give this city a book store that shall be not only a useful institution but a source of civic pride and an added ornament to the retail shopping center or our town as well. Books from everywhere, on everything, for everybody—fiction, history, novel, drama, science, religion, finance and business. 0a ook Lighter Coats, Fresh from the Sources of Fashion A new shipment of coats that is especially inviting as the days grow longer and warmer. Some of them are made from sport tweeds and homespuns; some are of the fash- ionable new cloths that have been developed for this season. All are smart. And moderately priced. 9279.9 Wicker Furniture and Cretonnes They add a light, gay note to any room. They fairly seem to add a touch of Spring and Summer to Sun Parlor and Living Room. These are very special offerings in willow and fibre furniture—of ex- ceptional merit and durability— substantially constructed and of- fered at tempting price reductions. 9) TO 48sS Boys’ Suits with Extra Knickers In a variety of exclusive models, each showing some clever little style wrinkle that will appeal to youth. Wide range of cloths to select from, of all wool and in varied colorings. Sizes 6 to 16 Be Be years. Newer Ideas in Silk Negligees All silk, daintily trimmed with lace and delicate shade ribbons. They are in lovely pastel tints such as pink, light blue, periwinkle, hon- eydew, canary and turquoise. The most lovely we have seen in a long while. And moderate in price, too. Ah ar $3 Springtime Sweaters Are All the Go One cannot have too many sweat- ers in one’s wardrobe this Spring, and certainly these are as pretty as anyone could wish. Those of worsted are in Tuxedo coat model with brushed wool collar and cuffs in novelty stitch — those of mohair are in slip- on style, with V shaped neck. In all the desirable Spring. shades. Just see them. “i i . Ne ll Nats J AND SALES Advertising Ideas PLANS FOR MAY ly ay ‘A | ay TTY if [= “] is ty Ne, | SSS Tf yy Ideas Like These Have Interested Other Peoples’ Customers— On the Sale of Cameras ‘Not a strictly new idea but a real sales stunt for cameras that ought to be given more attention than is usually given to it. If, as is pretty generally conceded, it helps to sell dress goods to talk to a prospective customer in terms of dress rather than mere yards of cloth, why isn’t it better to show camera prospects the results of cameras and the supplies necessary to ob- tain the results? In other words, show the camera and group around it a few pictures that were taken by the camera and also the film, developing trays, tubes of developer, hypo, drying clips, printing frame and pa- pers that were needed to get the finished pictures as shown. It will make an interest- ing display and one that will sell more cameras to the novice and amateur than all the effort the ordinary sales person could possibly exert. Display and advertising men—attention to this one! * “Don’t Do’s”’ Harris-Emery’s of Des Moines, Iowa, again puts over a new one by changing from the usual preachment of what the store “does” to the unusual dialogue of what they “don’t do” in order to make sales. And they have attracted more than passing attention to their advertising by stressing very prominently a list of “don’t do’s,” a few of which are here quoted. They do not allow price alone to influence their buying of merchandise. They do not use valuations of a year or two ago in marking merchandise. They do not use comparative prices. And “finally but most important,” the store concludes, “we do not consider any transaction complete un- til the customer is entirely pleased.” Ad- vertisers! Take notice of this clever nega- tive advertising twist! Ce eee Five Minutes a Sale An idea new to New Orleans was sprung when the Gus Mayer Company announced their plan of devoting only five minutes to each shoe sale. Their schéme is to allow just five minutes as_ the length of time for fitting each pair of shoes sold, the customer being supposed to make room for another at the end of that period. They say the principal value of the plan is the psycho- logical effect of the announcement. In the first place, the mere announcement of the time limitation conveys to the reader a subconscious idea that there isn’t the slightest doubt that the shoes will be in great demand, and secondly that the sale has been so systematized that there will be little waiting. How the plan is working out we haven't heard as yet—but it doesn’t sound so bad on paper—does it? Public Wrapping Counters How many times have real, “dyed-in- the-wool” shoppers tagged around all morning picking up bargains here and bar- gains there and by noontime found them- selves so laden down with small bundles that they couldn’t get enough room in the store cafeteria to lay their packages down so that they could eat in peace and comfort? The Holtz Dry Goods Company of Lady- smith, Wis., have been studying this phase of a “shopper’s life,” and now solve the problem by installing a central wrapping counter where all parcels, regardless of where the purchases were made, will be wrapped together free of charge. And a more popular service has not been rendered to weary bargain hunters for some time— ask the Holtz Company—they know. Let’s Get Married Here is a new way to get engaged couples interested in your store, and the president of W. C. Munn Co., Houston, Tex., says it’s a great success. Having been appointed a deputy county clerk of Harris County and authorized to issue mar- riage licenses, he has.established a Mar- riage License Bureau on the fifth floor of the Munn store and has announced that “all couples wishing marriage licenses can get them here.” The bureau is located in a modern five-room bungalow which was fitted out primarily as a display for the furniture and drapery departments, and it is further announced that all couples who are willing to be married in this bungalow can get their license free and have the mar- riage ceremony performed without cost. The store is getting a heap of publicity out of the Marriage License Bureau—besides ‘most efficient set. Similar Ones Ought to Interest Yours quite a few complete housefurnishings orders. Radio Interest Probably no department in the store to- day can develop more interest in its mer- chandise than the radio department, for the possibilities of attracting and holding the attention of prospective customers are al- most unlimited. Some stores simply rig up a good receiving set and draw attention to the radio section through the music and vocal selections which come through some one of the broadcasting stations. Other stores hold contests of various kinds in order to interest the school boys who de- light in building their own sets. Here’s an idea for you—announce a contest open to boys between the ages of ten and six- teen years and give prizes for the best home-made set, the simplest set and the Entries to be displayed in your radio department during the con- test. Just imagine the sale of parts and accessories this will create for you if you handle it properly. Important Customers When Marshall Field & Co. issue a special book of forty-two pages in order to emphasize the importance of infant cus- tomers, you can hardly blame us for so often stressing “baby” ideas to create in- creased business. Research points out that of every 1,000 customers, 24 per cent are under ten years of age and are potential customers for infants’ and children’s wear. Marshall Field & Co. go on to say that good-will is partly due to reason, but it is also largely based on sentiment—“and what better opportunity to use sentiment to gain and hold customers than to entrench your store in a mother’s favor through catering satisfactorily to her baby?” Let’s all give this a heap of study. BG Live Sellers Five live gray foxes in a window trimmed to represent a forest scene, was the unusual window attraction used by the People’s Store, Charleston, W. Va., in con-| nection with an August sale of fox furs. Making live ones sell the dead ones, we call it. ADVERTISING MacDougall-South wick =a MacDougallSouthmack samara MacDougall-South wack ee Maciougal)outnwrcie Fhe Sroatost Onross Sale wer held amm inJsealih at MacDaugall. Seuathunich's April 18th at 9:00 A.M. 9 SILK and CLOTH DRESSES - Purchased through MACDOUGALL, SSOUTHWICK'’S great New York buving organiza tioo—the lor, re jy ent ower of any retail store on the Pacific Coast—we are able, at the very height of tt of the season, to offer these phenomenal values in BETTER dresses $39 A Comprehensive Variety of Latest Styles $39 Superb Fabrics! Typical MacDougall- Southwick Quality!” Expert Workmanship! als of Dresses that Priced Two, eat Sots Boon Three Times ws Mach Dresses for the Street, Afternoon, Ercan, Business, Travel and Sports Wear Cloths F& Silks SSR St Colors ey Sizes 14, 16, 18, 36, 38, 40, 42, 44 Mowe, Pia Neat aad Lae Gove Sectinn fiend Pinar MecDougall-/outhwick Second Avenue at Pike Alterations Nc Yin Order of Purchase ee A creer ener IDEAS Salespeople Can Profitably Study 4 the Three Advertisements Repro- \“e duced and Analyzed Here At One Time or Another Every Store Publishes Similar Advertise- ments and for Purposes Identical in the Store Selling Program Many stores require their sales- people to read each day’s advertise- ment to familiarize themselves with its contents. Some stores even re- quire all department managers and salespeople to read and sign, proving the fact, each advertisement pub- lished. This, of course, is a splendid prac- tice inasmuch as it develops the in- ter-store ad-reading habit. But read- ing and proving the act by signature is hardly enough. All advertisements are not alike, the events or occasions featured are of varying importance. Salespeople need to know why an advertisement is written the way it is written. As an example, the three ads reproduced here are alike only one way: they are store advertise- ments. That is the only similarity, yet a single store could and often does run an ad similar to each of the kinds you see here in one week. One features one line of goods at a spe- cialized price — $39.00 silk dresses; one is a seasonal announcement fea- turing new outer apparel for women; the other is a cut-price sale of fine millinery. Even in the same store the public, especially women, would not respond identically to these three ads, and due to this fact salespeople need to know what kind of response each ad will bring. Good selling depends on such knowledge. Study the ads and the brief descriptions of each. Then study the same kinds as they appear in your own store. Keep in mind of course that any kind of an advertisement, these three included, will bring people into the store. But each of these has a spe- cial appeal aside from the fact that they tell about merchandise. Also remember that anyone of them would do practically the same thing for any store publishing them provided the department or line featured was the same. Women do the same thing with hats, for example, no matter what store they buy the hats from. The important point to get from the study of these three ads is not their general value as ads but their specialized value. In a sense, these ads are just as important to you as salespeople, as they are to customers as purchasers because they—the ads —are a point of contact between you and your customers. MacDOUGALL - SOUTHWICK, Seattle, Wash, — How should a store’s sales-force respond to an advertisement of this type? This is a question which naturally comes to the mind of ambitious and loyal salespeople as well as to the manager of the department represented. Those who are unthinking might say, “Why, sell all the goods you can, of course.” That would be half the answer provided the other half was in the salesperson’s mind, this: Since readers of our advertisement have been told that this dress sale is based on a specialized price of $39.00 we must be able to show intelligently that the stock described conforms with the value represented by $39.00. Every dress is advertised as a special value. Women will expect each dress to be a special value. This is the other half of the selling thought. Such a sale will be a success if all the salespeople have this thought. The value is specific. Cc OTRELIA1 FONARD ey ALBANY 15 James Sirect, { } | | New Prices | from” | on Spring Coats and Wraps, \ q Dolmans and Capes 4 | | are? s } 2°.00' 39.00 49.00 8.00 69.00 79.00 Send Your Furs to Us for Storage Do not neglery 40 pat your lars wy stornge just at carly in the Selaseces SON ps OO oN aN iin sie eas ante Geel a. Hold te Bel, Prete rh 1 Phone Main 2530-—o0r vend by express, charges collect a — —————— a — —— COTRELI= LEONARD 24¢Sroadway ALBANY 15 James Sireet Peggy's Note Book | COTTRELL AND LEON- ARD, Albany, N. Y.— What is the selling value of this kind of an adver- tisement? Is it a direct, specific appeal or will it have only a stimulative effect on customers? Salespeople meet all cus- tomers. Because of this they ought to ask them- selves questions like the above. This, because in the actual selling of goods they must answer the questions by action if not in words. An announcement such as this always brings many customers into the store with definite needs in mind, women who really are ready to buy something whether or not it is something definitely priced and described in the advertisement. If salespeople wrote the ad, what they thought when writing it would be a good line of thought to use in serving the cus- tomers. This kind of an ad draws for many days after its appearance. Keep this always in mind. CER RATLTE EAI 6 es eo = ot fl Starting Tomorrow Morning at 9 © 9 O'clock Sharp : Be The Greatest Sale of FA ae Your Sale . end Ph oe EVERYWOMAN’S SALE. of New and Fashionable Spring and Stammer. @& MILLINERY @& wil am at Nextto-Nothiig Prices! eee From America's Leading Designers dpe in the Seo, $ el 4* 85 $655 Pt $15.00 to $25.00 hee ie one otra ta a Oot Rigel src noe f eee ‘Hal for ¥ 5th Avenue Model Hats ¥¥ ‘ 1785 \ ; 510° $3.85, $9.85 yee AND: 2 san Feat OTT Thoeyerrheremeral pours wf wer rm $ ‘oedunastly pay cwice and ch asmeundurng th sft than rig Soe when as pemanione Went eoe.« xraiay wondea wale w thn fet theme bub sabia becoming, eg awe ENSATIONAL Hat News for the whole pecial!! SA’ at News for the whole nation. Extra Special!! 3, _ Lovely Dress Hats Sensational Hat Bargains for Every Woman who * ae | Disincgeand Umnal Crain" Fonds this page! Hundreds and hundreds of the | “™mngitessdlt® $4.85 most fashionable hats money ¢an’buy, at prices which $° 00 _ mean we are practically giving them away in this event 1 ° _ which, begins tomorrow morning—a mighty demon-! Sees TT SEES : You've seen Evérywoman, Sales before! But never ¢ sale so tre i aiaiencaienied Ou cen ‘hes and occasion) at far less a = Kani vou ever expected to par}: Bet when the doors open! - f ‘Dealersate purchase pecs | The GusBlassCo. : Scie eeeee, Millinery Department ; econd Floor’ . ° Se Pp THE GUS BLASS CO., Little Rock, Ark.—This is a big ad to devote to one line of goods such as millinery. Such an announcement-——containing as it does pronounced re- ductions on seasonable and desirable hats for women— is sure to get quick and earnest action from customers. Women will come in with the expectation of getting un- usual value for the money. Nothing but skillful seine can live up to the values quoted in this ad, such as $50.00 hats at $14.82,” “$15.00 hats at $6.85.” Knowledge of every sell- ing point of each value should be in the salesperson’s mind. Otherwise much time and many sales will be lost. Customers want values when they read an ad written in the vein of this one. ADVERTI Making the Advertisement Suggest the Quality of the Goods Is a Gift { SING IDEAS Customers, Women in Particular, Respond Readily and Surely to Skillfully Presented Viewpoint Regarding Style and Fashion Merchandise By Guy Hubbart Progressive admen constantly strive to give advertising an extra power, a forcefulness in addition to its natural persuasive and informative character. Almost any well written retail advertisement has stimulative and selling power. But some, a rapidly in- Spring Opening, Thursday, Friday and Saturday creasing number, have a creative element which multiplies their value to store and cus- tomer something like a hundred fold. Both the advertisements repro- duced here are good examples of this extra force. The one ex- ploiting silks is an un- There is no more fa SLA hin NLL IO SYILL BSI A RP RIALS ING LON IO present than the Silk_Sections with their alluring fabrics clination?) to link their copy with the physical importance of the store and merchandise? Forty advertisements a week, on an average, go through this department during the Spring season but less than a half of one per cent are closely linked in theme and appeal with the departments they feature. This OT IGHNSON| - anne is a weakness costly in space and in reading pt a value. The O. T. Johnson Company silk ad is a refreshing example of the absence of such weak- A ness. It actually reflects the silk location and Glorious what it means to women. Item descripticns are brief, well worded Tr n : : Se Spr etaa g and full of just enough information to allow the reader to use her own judgment in placing value on them. Opening Announcement scinating spot in the entire Store at usually splendid exam- and wonderful values. Besides the heavier Silks, this col- The other ad, a formal announcement of lection features numberless exquisite, weaves suited for ple and the other a close second. They BID IO FRIAS ONLI SSVI” q Spring and Summer Our Spring showing is one of the largest and most com- Spring Opening, is well managed and serves its purpose perfectly. It has not the reading-value of the silk ad simply because it describes no spe- use. were published by the plete we have ever made, embracing a great variely of different weaves which we especially invite you to see, cific items. It is good because there is an ab- O..T> -Johnson= Co, Galesburg, Ill., Tues- day and Wednesday, March 21 and 22 re- spectively. They are two of a set of three out of the store’s spring opening cam- paign and ought to be useful as examples for All silk; best quality; in the newest Spring shades such 1s—Periwinkle, Canna, Mag- nolia Blue, Temple Orange, Jade and other Eva ple vhades, 40 inches wide, yard nonsen 3.75 Main Fleer Anars PLP RTA Spiral Spun Crepe A new constructed weave; in Jade and Bi 40 inches wide; yard, OT! repe of heavy Best Quality Canton Crepe sence of big, colorful, flowery words and phrases so often found in Spring announcements. It is sane, sensible, believable and dignified. It ten- ders an invitation and stops at that. New Plaid Moonglo Crepe A soft, supple, heavy crepe of fine weave, woven with @re-half inch stnpe forming 4- inch block plaid: black on while; red .on white; temple orange on white and all white; all are daringly smart effects; $ 40 inches wide? yard 5.00 ore Mae The Quality Appeal Every store likes to convey the impression that it carries not only fresh, new, well selected merchandise but quality merchandise. Some Moonglo Crepe Meteor Soft, clingy, high finished all silk Crepe Meteor in black, white, brown and navy, 40 inches wide yard wary the present and later on in the season. The advertising manager is Mr. D. E. Blick. Characteristic Points See Our Window Display All Silk Crepe de Chine High grade, good quality all silk Crepe de Chine in all the new shades, such as Fachis, Carmine, Mohawk Red, Blossom, Canard, Zine, Orchid and seis shades; 12. 95 40 irithes wide. yard aie # Paisley Satins color combinations bie; adaptable for Kimomos and Trim- *2.75 soft non Fancy Crepe de Chine Another new idek in printed Crepe de Chine, jn sumall neat pretty fignres, very much in vogue in the East; 40 inches wide Pure Fibre Tricolette Pure fibre tubular Tricolette in Bleek, Navy. Sand, Tan, Peacock Blue, Grey awd schd | 79 White; 36 inches wide; yard. . 0. Te Mate Flew ‘2.95. stores try to describe quality in material images. This cannot be done but quality can be implied in a sincere and convincing manner. The O. T, Johnson Co. silk ad is a splendid example of this. That is why it is reproduced here and described in detail. Many admen in bigger cities than Galesburg could well profit by a study of this of Merit In any. retail ad- i Crepe Back Satin Figured Foulard Silk vertisement worthy Dy Wonderful quality, soft a3 dows, ” Large collechon of Figured , sheer and high lustre; in Rust, ‘oulard, adaptable for practical the name, the good ¢ NTeoip range, Tura Rea’ Pree Bowes and Lies 36 ee points are clearness of ¢ SX Sie es de, $2.75 $175, 40 inch mde ad. 75 ae presentation, tasteful : New Paisley Crepe cd An extensive variety of pretty color. in Paisley Patterns; 40 inches wide; ward aes asian Sane 0. Tu Mele Fleer Aneen "| Georgette in Plain Colors cluding the % wide, yard 2600 and appropriate illus- trations, logical selec- tion of items to fea- ture and a reasonable appeal. There are a good many such adver- tisements but none too many, considering the , number of ads appearing daily over the country and the standing of the stores who publish them. If in addition to the points enumerated an ad has an individual touch—the result of discrimination on the part of the adman or woman —it is a plus advertisement. It advertises and besides do- ing that, does the thing a well written story does or a finely staged play—gives the reader something besides facts. In other words, it gives her viewpoint, something more con- vincing than all the detached facts in the world. Best quality all shade: new sport shades; Te Main aa Illustration Centers Interest Women in the spring are naturally interested in silks, the traditional fabric of lovely gowns, charming wraps and individual dresses and suits as well as accessories. The pic- ‘ture in the silk ad is worth a thousand words of description, saving that many in fact because it tells a big story itself. The adman has skillfully utilized this interest-creating ‘and attention-holding power to emphasize what he has put in words. A Sensible Introductory Read the introductory. Two short paragraphs but per- fectly tuned to the theme of the advertisement: “There is no more fascinating spot in the entire Store at present than the Silk Sections with their alluring fabrics and wonderful values. Besides the heavier silks, this collec- tion features numberless exquisite weaves suited for Spring and Summer use. “Our Spring showing is one of the largest and most complete we have ever made, embracing a great variety of different weaves which we especially invite you to see.’ Notice how the silk department is referred to as “There is mo more fascinating spot in the entire store at pres- ent. . .’ This is a fine touch because it gives the silk sections an identity aside from so many feet of floor space. Why is it that many admen and women, otherwise mas- ters of copy and appeal, lack the ability (or is it lack of in- ok PES LEP SAS IOS AGL EL P ERIN OSH type of advertising. Fancy Printed Georgette We show an elaborate collection of printed all silk Georgette, in smart color combinations — for 8 3 hes % costed HI SPRING OPENING Thursday, Friday and Saturday ¢e7Vlarch 23", 24" and 25" During the Regular Store Business Hours ) q ‘THE neatly approval of our last Autumn Opening, the unlimited com- ments from our city and out-of-town friends, who season in and season out depend on this store for the correct new styles, and for more time to view them, prompts us to again abide by the sugges- tion of holding our Annuat Spring Opening during the regular store business hours. You Are Cordially~ Invited to Attend and inspect our complete presentation of the ~Au- thentic Spring Styles in every sectiun of the store. Music Every Afternoon From 2 to 5 O'clock Every Section of the Store Participates . Ready-to-Wear Section q WE HAVE arranged to show on LIVING MODELS your own selection of Gowns, Suits, Coats and Dresses, affording unlimited time for deliberation and selection. Four experienced models will be here daily to model garments of your own personal choice and we urge our friends to come and avail themselves of this helpful service. ~ Galesbure's Biggest, Best and Busiest Store PAERT OP ETA I ES BAERA PLEA APSE Attention and Stir Up Interest—Here ALD ViEJR Tels TANG IDEAS Are Some Good Ones By Arthur Sinsheimer Pretty Sweater Coats in Lighter Summer Weaves Now is the time to choose them for the outdoor days to come. And here are styles so varied that choosing is simply a matter of de- ciding which is most becoming, according to your personal likes. NE Ai Beautiful New Blouses in Distinctive Models A display of intensely interest- ing blouses—smart, practical and new styles which you will pro- claim “Exquisite” when you see them. Models include lace trimmed blouses, frilly blouses and tailored blouses—some em- broidered, fine tucked and edged— and at these prices. 4 FORE Smartest of Styles in Summer Coats and Capes These are probably no less at- tractive than the lovely frocks they will cover on cool days and nights to come. Each model re- flects the newest ideas that Paris and American designers have cre- ated. The fine fabrics of which they are tailored lend their beauty to achieve attractive effects. gay 9 5.9 A First Presentation of Summer Undermuslins A profusion of individual de- signs are introduced for the spring and summer season—and right now is your best opportunity to secure a season’s supply at these wonder- fully attractive prices. Dn ae Our Friday Bargains Create an Economy Habit Friday Bargain Day is fast be- coming a habit with us and if you will accept our weekly announce- ments of the low priced specials which we offer during these sales, you will at once see the advantage of practicing the Economy Habit on these Bargain Fridays. Here are tomorrow’s offerings. sae PY Some Newer Ways in Women’s Fashions These are the newcomers in suits and frocks whose mode mes- sage wins instant interest. In these suits and frocks is interpre- tation of the most important fea- tures of summer fashion in ways that are uncommon and distinc- tive. We invite you to see this new apparel. ek Ped | There Are Many Uses for These Cretonnes Here are some of the most won- derful cretonnes that have been designed for the summer season and we certainly would like you to see them. The selection is more varied and the designs and colorings more delightful than we have ever seen before and al- though we have a large quantity of each pattern, we urge early shopping to avoid disappointment should you need cretonnes at these moderate costs per yard. Show Card Wordings Just short little selling phrases with a timely ring to them that might appeal to your shoppers when set forth in attractive show cards around the store: Variety Is the Spice of Summer Dress Modes. Graduation Frocks to Delight Miss 1922. Summery Apparel for Decoration Day. Cool Looking Suits with a Summery Smartness. Furs That Are Class for This Season. Men’s Oxfords for the Approaching “Switch Days.” Top Coats With That Jaunty Swing. Those Comfortable Soft Collars for Warm Weather Wear. Silk Hose Reinforced Where the Wear Comes. Boys’ Suits Built for Style and Comfort. A Good Golf Sweater for Utility and Style. Here’s a Host of Women’s Summery Neckwear. Luggage That Will Stand the Bangs of Travel. Children’s Dresses for That May Day Party. Rubbers Spell “Safety First’? on Wet Days. Yes—These Are New Ideas in Belts. “Hurt” Is Eliminated in These New Oxfords. Knitted Wear Is Popular in Women’s Attire. Dresses for ‘Morning, Noon and Night” Wear. Harness the Air With These Radio Sets. Men’s Neckwear in Highly Seasoned Colors. A Timely Offering of Real Grass Rugs Right in time to help transform your porch into a veritable sum- mer resort—comes this big sale of imported Japanese grass rugs—in various sizes, green and brown with plain band or Grecian Key border. Especially neat, econom- ical and sanitary for bedrooms, dens and summer cottages. These Are the New Dainty Summer Frocks Such a collection of frocks as this is bound to evoke the enthu- siasm of women and misses for such exquisite creations which typify the unmatchable handiwork and artistic originality of the old and new world fashion creators. And the prices you will find most reasonable. Here’s Another One of Those Letters Read it carefully and then revise it just enough to make it adaptable to your own mailing list. It’s short to the point, and tells its own story of how you are ready to serve your customers’ needs. Dear Madam: Summer is coming—s%on. Every passing hour brings closer the long, bright days of sunshine and flowers. And every day brings nearer the need of cool, airy apparel that makes for comfort and a pleasing appearance on every summer occasion. The beautiful early arrivals in our store show, in both styles and fabrics, the favored fashions of the coming season. We are certain you’ll welcome this invitation to view thesé complete, early, summer displays, because of the style sugges- tions and worth-while economies which ‘they reveal. We will expect you soon—come view these fashions as our guest. Decoration Day Calls for White Footwear In fact, She must have it—one cannot go on a summer holiday without summer clothes — and shoes are part of the picture. Women and misses can be quickly and comfortably fitted with white shoes at this store—and you will find the prices very reasonable, too. Bs dah 7 A Special Display of Babies’ Coats Wise mothers know it is pru- dent to provide baby’s new ward- robe when every need can be met with such genuine economy. Just the smartest sort of baby coat styles, doubly emphasized by charming materials and careful workmanship. Yours very truly, (Store name here.) The Deadline in Men’s Wearables Decoration Day is the deadline which men’s winter clothes can- not pass. Some men are still wear- ing theirs—but they cannot wear them on Decoration Day and feel right in the holiday crowd. Here’s your opportunity to come out in cool clothes at very small cost. 99 ae® These Are the New Knitted Silk Petticoats Fashioned to conform to the new modes in outer apparel, these new knitted petticoats aid greatly in attaining the correct silhouette. Plain shades and heather mix- tures are predominant in this premier offering. A Special May Sale of Dressmakers’ Supplies Our regular prices have been readjusted to conform with the lowest current levels, and for this sale we have made additional re- ductions. Besides the items quoted below, there are dozens of others too numerous to mention — of equally low price. Take advan- tage of this sale while your sum- mer dressmaking is uppermost in your mind. rien Now Is the Right Time to Think of Fur Storage The splendid facilities* of our fur storage department are at your disposal and we would sug- gest that you consult us before the rush sets in. .Furs are too val- uable these days to run the risk of deterioration. When stored by us they are assured of correct treat- ment at the hands of experts—and the charges are really very mod- erate. + 0284 Bargains Tonight in the After Supper Sale It will pay you to have supper a bit earlier than usual tonight in order to get first choice of these splendid values. The offerings are of needfuls—just the things you would have to buy anyway and here they are at sale prices that give you an opportunity to save. 0359 009 Lovely Silk Hosiery to Match Your Costumes Not alone in coloring and de- sign but in the actual weave is the new hosiery different. Here you will find a showing in which quality and style are equally con- sidered. It comprises the latest novelty effects as well as the staple blacks and whites in all sizes at unusually attractive prices. 4 + ¢ Some Charming New Neckwear Conceptions A bit of white—not always all white, however—for sports styles in a “riot” of colors are favored too this spring and summer— greatly accentuates the charm of a tailored suit or frock. And here are all the popular styles in a most interesting display. ste? Milady’s Tailored Hats Direct from England These have just arrived and are instantly appealing. They have the easy nonchalant lines and dis- tinctive smartness always to be found in English hats of this type. They are here in exquisite tones of soft colors and charmingly ribbon trimmed models. $509.74 These Are the New Gloves for Summer The final touch of refined ele- gance to a smart costume is prob- ably your gloves. Many a season has come and gone since we have seen glove styles so charming. The variety is so great that we must in- vite you to in- spect them instead of trying to de- scribe them here. i Z i" Pca UW UT rn Advertising Ideas AND SALES PLANS FOR th iN Ns aN | TUT tw il Hash oo EY 3 ty PAS Te JUNE These Suggestions Will Give Your Head Engine a Start When It’s About to Stall Tubbed and Scrubbed V. J. Obenauer, advertising manager for the Denecke Company of Cedar Rapids, Iowa, put new life into the annual Wash Dress Week by engaging two young soci- ety women in town to actually tub, scrub and iron wash-dresses in the window where an entire laundry had been installed—com- plete from a demonstration type glass-front electric washer to new style electric irons. While the washer did its job, the black dominoed young ladies rinsed the dresses, hung them up to dry and then ironed them. Of course, proper advertising announced the hours of demonstration and teaser ads made the public curious to find out the identity of the masked women. Street crowds and store sales—well, Mr. Obenauer can tell you about some new arithmetic he’s learned. Starting at Birth One of the most attractive, progressive and probably profitable Infants’ Depart- ments is that of the Joseph Horne Co. in Pittsburgh, Pa., which is presided over by Miss Ann McCormick, who has some ideas of her own on the subject of running an in- fants’ shop—here’s one of the things she does which proves that she “knows how.” She keeps a close contact with the various maternity hospitals and maternity wards of general hospitals, besides cultivating an ac- quaintance with the city’s physicians who specialize in obstetrical cases. When a prospective mother comes into the depart- ment, unless she brings her list of things needed with her, the salesperson is care- fully trained to ask what doctor has the case and immediately is able to recommend the special types of baby garments which she knows this doctor prefers. From then on, don’t you see how the idea works out— Mother is a booster for that kind of service ever afterward. * * * ie Some Boat Ride Out in Quincy, IIl., one of the larger stores certainly advertised a sale on a big, novel scale that will long be remembered because of the “joy ride” they gave to each customer —a “sail” to the “sale.” They chartered a large steamer and set sail on a personally conducted “shopping excursion.” Some- thing over 2,000 people got aboard the steamer at the various towns along the route and were not only landed safely but were deported to their homes after they made their purchases in the store. The excursion, as well as the sale, was pro- nounced a great success by all. A May Day Party The Duffy-Powers Co., Rochester, N. Y., worked up a real May Day Party for moth- ers and children by sending out a neatly printed invitation addressed to both parent and child which had an air of exclusive- ness, yet really invited everyone who heard of it. The party was held on the floor which is devoted to the interests of chil- dren’s merchandise. Story telling, dancing, games and souvenirs made the affair a great success—and although all the children’s de- partments were doing well before the party was held, you ought to hear the total fig- ures now. De aire Je “Circulating” Clerks Here’s an idea where the first salesper- son approached accompanies the customer through the store on a shopping tour and the Swan Department Store of Elgin, IIl., finds it so profitable that they make a spe- cial effort to employ what they term “cir- culating clerks.” The plan is to permit the clerk who first waits on a customer to ac- company that customer into other depart- ments and return to her own counter only when the customer has completed her rounds and purchases. While “circulating” outside her own department, the clerk does not actually wait on the customer, but in- troduces her to one of the clerks in the vis- ited department, seeing that her wants are properly filled, making tactful suggestions and acting in general as an assistant or con- sultant to the customer rather than as a seller. And we understand that the patrons of the Swan store rather enjoy and appre- ciate this unique service, which they find of real helpfulness. * A Letter Contest Another one of those old ideas that works, especially when it is properly han- dled and not used too often. The New York Store of Los Angeles, Cal., launched their letter writing contest and gave it a real merchandising twist by inviting those who intended to enter the contest to pay the store a visit so as to get the proper view- point before writing their letters on the subject of “Why I believe my money goes farther at the New York Store.” The con- test lasted for two weeks and a committee composed of the advertising managers of the Los Angeles newspapers selected the winners. After the prizes were distributed, the letters were used to excellent advan- tage in newspaper ads, as package stuff- ers, envelope inserts and store editorials painted on window display cards. Try one and let the school children compete, too. * i Right in the Swim The Goodman, Goldbaum & Getz De- partment Store of Benton Harbor, Mich., sure did start something when they went to work on their Bathing Club plan to stimulate the sale of bathing suits in their famed summer resort town. They started the Bathing Club under the auspices of a young woman who was a noted swimmer of local prominence. Enrollment of mem- bers began immediately under the guid- ance of this leader and by early summer over one hundred members had joined and were being instructed in swimming, diving and “stunt” work under the supervision of the charming young instructor—men, take notice. The only stipulation was that each member had to purchase their bathing suit from the firm. * * * * Demonstrating Veils Livingston Brothers Store, San Fran- cisco, stimulated great interest in its veil- ing department by having girls behind the counter wear trim black hats draped with narrow chantilly lace veils. This “stunt” was inaugurated on the Saturday before Easter, with the result that the total sales for that important day were greatly aug- mented. Not only the black lace veiling novel- ties were eagerly taken, but interest in various types of draped veils and veilings by the yard soared to new heights, LANSBURGH & BROTHER I hal Fone ts (olbag What Do You Really Do? wg | SEITE Lansburgh & Brother, Washington, D. C.—This ad interests women in out-of-doors outer appar- el. It tells them things they already know and gives them new ideas about sports wear. If your store published it Wednesday evening you would meet women the next morning who had de- cided to want some of the items described. If you try you can, as saleswo- men, actually reflect what the ad looked like to the readers the evening be- fore. All you need to do is read the ad, study the descriptions, especially those of goods in your section or department, and then try to think of the items as things wo- men are going to want. Every store runs ads like this one—yours does. Watch and you'll see. The Lion Store, Toledo, Ohio.—This ad is written especially to interest brides. It interests them in all the special things that make up a bride’s outfit. But many women, young and old, who are not preparing for marriage will be interested in the items described. Also, they will visit other parts of the store than those where the bride’s goods are on display. This is a June ad, a seasonal story about seasonable goods. When you read one like it published by the store where you are employed, try to feel that you helped write the ad. When a prospective bride comes in, act as though you had expected her. Do not act like she had never heard of your store nor you of her. That is what the ad was intended to do: Put you, asa salesperson, and the bride in touch with one another so far as bride’s merchandise is concerned. An ad like this does two things for the bride: Makes her want certain items and makes her want to buy them at your store. Don’t let the bride come in and meet a stranger. Be ready to think with her, to suggest, advise, to be enthusiastic and to be helpful. She expects these things, espe- cially after reading your store ad. She will buy more if she feels that she is talking with some one who has heard of her. You have heard of her and she of you, through the ad. Isn’t it so? Your store has the same opportunity with brides as the store had which published this particular ad. Every town has brides in it and every store can sell them a lot of goods. Yours can. ADVERTISING IDEAS When You Serve the Customer Who Has Read Your Store’s Advertisement These Three Store Pages Interest People in Three Special Ways Just as They Would if Your Store Had Published Them Think this over before you say it does not apply to you. Study these three interesting ads and ask yourself where they leave off and you begin if a customer says, “Show me some of the hats you advertised in last night’s paper.” It may be hats, charming frocks, i automobile veils, a wedding gown, or anything in any of these ads. F But suppose it was a five dollar hat. There is one described in one of these ads. You f would just show her the hats, of course. But she might have asked you to if they had not appeared in the ad. How would you show her the one that was advertised? Could you pick up where the printed salesperson left off and the flesh-and-blood one begins? Yes, if you really know what the ad said about the hat. Wo, if you do not know. Your store advertising man really opens your sales for you. He tells a hundred wo- men in town what you will offer to sell them when they enter the store. The women read | the ad, come to the department and tell you what they want to see. It is at this point that you back up the store ad or act as though none had been published. t Which do you do? And if you back up the ad do you do it the way the adman backed up the goods? This is a simple question but a rather serious one for your department. | Every salesperson in a store that advertises is a part of every ad the store publishes. i a The H. P. Wasson & Co., Indianapolis, Ind. —Here is the kind of advertisement which brings people into several departments of the store. Your store has this kind of ads almost every day. You can help increase the pulling power of this kind of advertising by constant- ly reading your store’s ads and trying to think up ways to meet the customer on her own ground. She got her ideas from the ad. Why not get yours from it? It was written to link you and your department with customers who need and want the things you sell. This is a seasonal ad. Everything in it fits a special need of hundreds of people, wo- men mostly. It is a fine sensible invitation to people to come in and be served in a cheer- ful, intelligent way. The ad cannot sell goods but you can. You can do it well if you try to get into your mind why the adman wrote what he did about the goods in your depart- ment. When you read an ad like this do not think of the adman as having written it. Think of your customers as having read it. They do tead ads and remember what they read. You are a part of this ad—one like it which your own store published only a few days ago —and your customers think you read it. Did you? Do you always? You will sell more goods if you do read what your adman writes. FS EE OR RETA Se Tee ‘uuice Adventures to Be a June Bride Looking Underneath We Find--- In the Depths of the Black Box In Gown of White ro the hema Use phigh She Pledges Her Troth Something Must Be A foot! —— = HP. WASSON & COMPANY Sw i Poe a ne Scan Frinied Pasar ab Wusow's en oe a Ha Rae _ 2. WASSON & COMPANY The Story of the ‘Fhree Bridesmaids 20% An Eves Shipment ‘From New York Voseniey Moke Possible a Sale of New aanee SUITS| About 200 in the Purchase—the NEW Long Straight [> inact, Ce = Tailored Models Made from a Very Superior ‘ od eae Quality of NAVY Tricotine Aton Fler Electr isipe the Bride ie Golden Tresses i 2 barees Bi TOMORROW MONDAY Styles for Misses—for Women—to fit every A Very Unusual Selection! ares ‘A Sensational Sale ‘New Summer HATS | An Event That Stirs the Imagination! ‘he Groans Mitnery Merchandising Brew im Wissen Musee. outdn’t mpletel Her: ¢ » not filled Wouscbold binte!”-cord her kitehew sein cleeteseal howise wae ee = Th THE LION STORE TOMORROW —MONDAY—SECOND, FLOOR May Sie a F URS | and —Ff [A PURCHASE OF 1,000 HATS SPORTS HATS SUPERB STYLES COR ia So poe —Monday—All om Sale Third Floor—650 Ee Toc ES a Charaing “FROCKS le 5.000 wat “Hope” Muslin | | iq HG fi | | i eel | For Afternoon, Semi-Formal, ALD Woe RoTel SING? ‘I D°ESA'S This Advertisement Does Five Valuable Things Once a Month Three of the Points Are in the Customer’s Favor; Two in the Store’s Favor and All Five Points Help General Business By Guy Hubbart Readers of this page will have to look by giving monthly examples of what these the ad itself. The ad simply visualizes the twice at the reproduced ad before discover- two sums will buy. It helps customers store’s efforts to interest its customers. ing that it is a splendid ad—an ad with a Measure in their own minds the store’s The Big Point big idea in it and behind it. value at other prices, other than 25 and 50 F aA retail advertisement is three things in- Cent prices. It helps the public to placereal | Department stores are constantly striv- stead of one. First, it is a form of rinted value on the serviceability of the store. ing to eliminate the profit-killing, prestige- matter made up of ideas, words ane paper It helps the store centralize low-price lowering cut-price sale. Many of them have Li ’ values into one day a month without re- succeeded in one or two ways, but are con- sorting to extravagant claims and compar-_ stantly on the lookout for other ways. This ative prices. It helps the store identify its ad shows another way. Instead of running buying ability on certain types of merchan- one more cut-price event, the store estab- dise. lished a monthly feature of items at a low merchandise in the store and the needs of No ad of this kind can be separated price range. Customers will buy just as customers. Any ad stands for these three from the event which it heralds. The much other goods during the month as ever things. The one reproduced here has all policy of offering 25 cent and 50 cent items and will buy more when this feature ap- the characteristics described above. It is once a month is much more important than pears. not so very wonderful looking, not . artistic or unique in any way. It is | EET RES MART LOT ACCA not written in an unusual or espe- z / TOMORROW! TOMORROW! . cially brilliant style. But it is an —1 Day Onl : —1 Day Only! Friday—1 Day Only! unusual ad in one very important Fri nah ee Be 2 rae MA DOORS OPEN AT 8:30 A. M. way. It shows that the store— Mayer Livingston & Co., Blooming- ton, Ill.—is studying conditions and trying in a constructive way to meet them in terms of the custom- ers’ needs. Many stores are doing the same, but none has thought of a : better idea than the one reflected in E this ad. f Mayer Livingston & Co. run this a kind of ad once a month for one day only. They get a certain kind : ce of result. Here it is in the store’s ‘ rsa he 2 = B . and pictures. Second, it is a message with a thought in it from the store to the public. Third, it is evidence of a policy which the store is back of but which is influenced by These Bargains for Friday Only! Come Early! Remember No Phone, Mail or C. 0. D. Orders * On Sale Items! Percales 3 Yards 50c 1000 yards Percale at this low price. Full rard wide, good grade ht and dark colors, for aprons and house dresses. Bloomington sweet corn 12% grade 50s Every Item Advertised Is An Extraordinary Bargain! All of Central Illinois is Invited to this Sale! Howk's Country Gentle maa meas Corn, 3 cas .. 50c own words: “ proved very suc- Frosh wveat coco. Bg cessful in bringing out a large num- Najce se guarap- teed, 3 tall cans... 20C Waller Baker's chocolats 3 Ribbons for trimming, light colored twoedge ribbon, in eabees costa teases Os ber of satisfied customers.” MAHA AHA AR ih ldihiehl é (9 ‘4 . Be Gilt Edge Hunting Boys’ Play Suits PERF ME 0. oO —— shai _ 25c Excellent Perk ea Ble 35¢ Playing Cards = corer conte, bak errhp vehicle = Lone fast color “pre w a White ite Rose, Lily of Valle: checks and plaids, 27 an It is difficult to imagine anything Happy Hoursre O56 3 Decks 50c ee Re Be || eee Ble ff ws ae we, ay ot ay 52 toches wide, 109 DF 6 Armour's Ty Shirting, check more desirable to any store than a tr tenes. 258 SSS SSS SS = . ortega oat Se = robiretor me 10-in. 1 rm ] Br k ee ee large number of satisfied customers. nae henna! eeraiey) | || rexcane noncatow arzoxs | $1 Stationery 50c |) > ruuswic pene oe os kind 2% ‘ R d = rad aka ig\ pen 4 Phonograph (he' Loam casen 42x It is gratifying when an ad appear- mente saci hes ecord |. tera vals 9 $135, ee ein ae ek grap eat Oe ora Genes Oc New Earrings for Spring, Bp “BLOOMINGTON, - ILLINOIS," Records To Ratine, yard wide, for aivasbeser eee Se value. Choice, pair...... “MELROSE CORNERED NOTE"? scupirs and ticenoescita ing only once a month will bring ge eh Albums |) xes'sstioer to ese, gy Hemrtitched Liner Stationery, ihe Fresh corn mel, OBE $1.50 value. Choice, each. c Figs Bons ponies 50c Odd Lots Sse Dress Gtaghamm, tmport- them. Of course the store adver- tires Oe cee go at | Cull Links, goa tle; 61.50 BA PERFUME, too ONE-HALF Of |] Cys acerca eae 6 pounde..?........ ee lie fo tars tte PY is, Bi o1ce oO wide, for porch" ft Coll: cE] Azures, Mavis, Blue Orchid, La tises regularly during the month, ic serduen in” 96 ' age he ted a pewter ste | | mts 350 drenen yards» 9OC rrr Longerie Clasps; 750 value. ipover ws Cc Fragrant Toilet Water, but this kind they run once a month. — Ghote peters arene BOC |) ff dows. acsccesseensseee Regd cia ogee S0t. | Records ; Baby Pins; 7c value, 50: $1.00 pink or white * Bovelope $1.00 Double Notions | Choice, pair..........0002 . WUC 50c and ends....... * ubway: Neco ERR Spat 80s Lastrite Mas #for 25c Why the Ad Is Reproduced Largo 10c size SANITARY ee “RITE RITE PENCILS 98c Sateen Sport'Bloomers, pc } § HRs ante ce gieapreanennese or cFepe tissue taiot 96 6 ag! An automatic pencil, using Everg| || || purl, ereeu or navy........ sie tari , 5c eee . ad sharp leads. Cae Children’s black br white Sa- 500 Imported Toilet Soaps, noe This ad is not reproduced here Bor see Tine, BEY Bargains in 3. Ie Saat Doce, ait ne aie | Steet Tele Beno, 2 Rote Rik Rack, ame 3 cans (Limit 3 cans) = « z 3 Cards 1p Fasteners. Rite Rite loads fit Eversharp, because of its appearance, layout or ax eon sme veh | Mien Folks || 8s, 00 tt, Bene nam grade, gloss black enameled iat a pack Corsets ress oods 4 Cellulolé Har Pins for wire and pencils, ac. 2 Boxes Cellulol type display but because it is an ex- Bae nesses de Wear : ~ "e PLATDS 3 ards 10€ Stor Pio, Yorrys: Gusta eed; pares Pansy Beads) ailleslsee aa pie Assorted brocades and coutils, i For Children Dresses, assorted | 5s", atom Hal’ Nots ] f hi ine Ferry seeds, splondid medium and topless models, patterns and color: amp e Oo somet ing constructive in varloty 3 F 2c xe tect p Rapti Union a Dopeley mee with 50c sizes 20 to 28, values to $2. AO tN ise 8, 50c 3 Single Mosh Hair Nets packages pe.eene-e E | Suits, closed crotch, elastic assels, 75¢ value..........2. 1 eee C0 ay re eee nL Rilo nen rc MADRS Tle werd ck Secs Ae retail selling. It merchandises a wack cerem ira Shas stretch, sees Be ta Ue, at. DUC te wi tea tl ie. OC | i | Satine, 40Jnehes wide abe =p a rT ‘ : with tassel, $1 value... ° ee 2c MEN'S HOSIERY Wilson Bros. oe SILVERWARE SPECIALS BUST CONFINERS Wl ope swinkes's Goid Cream,” OF p value, sale price, yard o # 50c Curtain set of items at prices between cer- ete high epliced heel and all qe de. |) Sear Shel, Values to S96. Front or back Ory |} |} 2 tubes. |) exe ease Plena Satin, a F d fae eolif alcool for preset | sirable colors; big value 50c Paater alts recearapeseas 50 FAMRI DG sigs tha besa yard wide, for this sale “Oc Voiles 25c tain price ranges—25 cents and 50 pars 260) a eee natn es sissag SO | | ease 50c For the Be Bon Be ete co aati | Bes ied Serie aaa Men’s Knit Four-in-Hand Ties, in Baby Spoons, curved handle, Ff}q || || Belts.......sereereeeeneneee fine Volley tn checks ial ts t, halt r wide, assorted pl 1 . tor mi cents. tan tear eral wats] 8 feat assortment of pring Bf} |} Se values. ....cs-assassase 850 Broe Boys’ Play Suits, Rompers, Wash || priced special, yard only.” OUG | | sticcer?*tutina yor ° ° Conran) alla df ame nee sate Wetvalis. oe ee Confiner: Suits of odd lots, values to 50c 58 Silk Mixed Foundation Silk, Careful study of the ad will dis- 9 | *.. BO esas meatal fe Bute Rate cod Beste” BG 4 | acaseates cs Tage Gage 1s cecal te woul) etenatat watt, oaraes 0) DUC a . ° Dish Pans largo slzo grey | ¢¢ biyia, salons to $1 goat ic Shell... dren, 3 for 1 eset : , YRENGH IVORY SPECIALS mixtures, values to $1.00, ALL-WOOL CHALLIES si closé a remarkable list of items from , ¢ | Men's Hosiery, of short lots, in |] Manicure pieces — files,” cuticle Baby Hoods of India linen or * De BO Rha a orci - ue New showing | All-wool oo Be soap ipebsencet b4 ® be lisle and fibre silk; all wanted knives, bet perfum "he organdie and dotted Swiss. . hildren's i an jark colors, for Chiltren’s Hose for boys J, Hats, | t it t iS dresses, 1% yard... c many departments and each item is fad too wat tae wits | OOS Values to 786, ORE shoe horns, ete 5Oc |} |) cuitarca’s white piqve and fe |} tect trom, wt only BOc | Sparse Sin! Serkise “now | snestti then ment, at Gedy hariiiog (Bae? Blip hoe og cea ae ema tee an aa ce eae a ns oe ARE, cotton gabardine Tul ats. . Boys’ Nainsook Ualon Suits, hoice st tt just ribbed, all priced either at 25 cents or at 50 B06 | sas carey Peg nd nr | Bese Beil Fri ny Hyp |] cton nbn Bie Sign Gai i Hp | Shee neguiormy Se Be | Ses" Bg " Com! Baby Vanta Vests and Bands, ea N h h frade io epalph ope 400 ui asi scouteise ald 25e values to 85¢ 50c Boys’ Silk Knit and Cut Sill 50c 35¢ Mercerized Satine, black only, | omens, Burson Seamless rg SE 40c kind, for this day only pbs Soe EE OE T Jues to $1.00, price full yard wide, for linings, cents. otice i at t e dress goods eb Hal er 50c Men’s Cotton Hemstitched Hand- @—=—=—=———_———___ Infants’ Ideal Carriage 50c Boys! “Waists qa sxc Be bloomers, aye sale see va 25c sauaria tee talics 50c Floor Patat, rock enamei | kerchiefs, former 10c val- é Padleressachractivtwsaswens sizes, light ang dark colors 33e fine sheer white Dress Flaxon, | Racine, Stocking Feet, al department i iz represented, percales, aes ae ts | aes, go at & for..cease.1 °c Women’s White Infants' white Yrory Comb Bp || || BB her inl Col. ole Tie cake yea ere fF DG e | ceaity of wocntne 50c OOP epaity= ceria: © | Men's Cotton Packerebiefs, 2 for use: au and Brush Bets.......+++++-. } 8:8 forts tecte ce cp SS AE Me notions, men’s wear, jewelry, wall | ee rear eget Em SE itn’ Mead Gos © Op |] | Boe dee Com ata OF || ae wen omens B= oven glaze pyrex 75c piste | or 6 Hk. for...........+.. Stockings, pair...........+ l Ors, at ONIY.....200eereee! jood alse iand: heary qaality. & ble paper, grocery, boys’ wear, station- 7 mr ee ( Rema Socal to Bg | snes = 4 Chote patterns, made with the slip Se HUCK TOWELS Suits, knit waist sults for ery, corsets, aprons and offerings | SE Quy band, S0e Kind, at-»-” 20G , sears eee qE Se aaa ites vaksorercr: "VOC | Men's Arrow brand Collars, stiff A only Val Laces, narrow width, from the basement de partment. ee or soft styles, 200 kind, go 5c Great Sale ce} eet TowsLs ee ine 0c Also t d shrub iided amit eg ma tian nia ea | more ee, OE ist arse ge | FRUIT TREES and SHRUBS | ** eee so trees and shrubs are include Wall Pat Paper |x arte F an OD | Sr Moceaan cisre "| Sir atonte ge This kind of advertising does : cbsnles sod expenter... OUG score Borders” or ny Ee | crcanty ant Net Rating g een be Men’s Caps, of odd’lots of ot 5 Apple Trees......... Choice Peach Trees.--e-eeesce. 3 for T2yerkind. “29, 0c Ors wale wat “ant rs . pots, “caries vollcasy Ligheh priced ap latees. ie if 58e AND 65¢ RAS SHI ham, valfles to c three important : wei conn elaaed We ees bs a ae tot Se paterca, tis onle; gard eniy OOC | ons cotare, hi f Oat meal Papors leather it 150 np A) Cherry Trees......... ce Red Snowberry.....:..- = Sie EMBROIDERED TOWELS Collar aad Cult Sets. 0 = . 0 rr reandio, values things for custom- i= Peng beret omie © ll Golden Elder... Cythia vee sececeeven teri” 80) Sir “og BS a0c Bedroom papers, ipes | Men’s Cotton Half Hose, odd lots ‘ oa ers. It helps them sree es “Be | ct vee oat ge || Lilac Bushes......... Coe Shoe Section tats a oe etna 8 sulleans 43> 1) eter a Sk C || Honeysuckle ......... Currant Bushes...... oe ection | oi 50c : = : to get the most ben- = tye tone... 506 Men's Balbriggan “Shirts and |! Snowball Bushes..... Syringaseteneeiash. 10 Liquid Paste or Polish, OFip Ss vag ed hatan, = ite figured papers Drawers—shirts either Jong or S : P ‘ ; 5 black, brown or white, : ven striped, 27 inches efit out of small ex- a tcheo 9d rooms te short eves, ap speaially: ~ 0c peau peLTy Plante. casi ccesss 2) for. 25e° |) Tris Plants, vosee nics sagen esses 6 for 25¢ 250 Shoe Polishes, At 50c Sie, tor walats ant OF penditures for goods LA MUON UWA nT NHI HM i HMA HD Wu AM Hundred Words of General Description— A.D V GAR Tel Se NiG IDEAS Here Is a Page Full of the Best of Both By Arthur Sinsheimer Everything’s Ready For Bathing Time “Come on in, the water’s fine” —that’s what the wild waves will soon be saying. The bathing suits, caps and accessories are all ready now and we invite you to make your selections as early as possi- ble. ek A Real Service For Stout Women Here is a distinct Apparel Ser- vice for women with full form figures enabling them to secure latest styles at moderate cost. Special regard ss given, of course, to the lines of these garments and the results are highly pleasing. Models which solve the clothes difficulty for stout women. BRS, Bi | Clever Play Frocks For Outdoor Girls For the vigorous outdoor activ- ities of girls, we have had special- ly designed these attractive ging- ham dresses which are of sturdy character combining ‘smartness, good looks and low price. 4 + 4 A Special Offer Of Women’s Nightgowns Pretty enough for the most fastidious wearer yet practical and greatly under-priced for this month-end event. Dainty “night- ies” of finest quality crepes, ba- tistes and nainsooks with pretty lace trimmings. 4 4 4 A Timely Sale of Smart Silk Frocks Here’s the most welcome sale of dresses we have had in a long time. All of these silk frocks are attractively pretty, of splendid fabrics and just see these prices. ea PE) Sporting Goods Items Are in Order If there’s going to be a picnic or any sort of an outdoor affair, you can jot it down in your mental note-book that its success depends on the sporting goods equipment— and we have full lines of every- thing for outdoor gaming. Be | A Special Display Of Children’s Stockings Now for some remarkable val- ues in all kinds and varieties of children’s stockings—fine, medium and heavy ribbed in all sizes and colors. Also an assemblage of fancy socks for smaller tots. 00 let Sports Apparel Of Distinction This season’s code of dress for sports wear is a fairly exacting one to which we have given a lot of attention, so that our complete line of correct sports apparel would be well worth your investi- gation before you outfit yourself for the summer season, An Unvarnished Editorial The kind that talks “straight from the shoulder” about your store service policy and leaves no doubt in the customer’s mind as to the advantages which you offer through methods of up-to-date store-keeping. Store Service, as we see it, means something more than the exchange of money for goods or the delivery of a full round dollar’s worth of value for every dollar spent. We believe that a store should be alert, keen to please and always ready with a pleasant answer. Please feel free to ask questions here —we want you to! While the variety in stocks should be wide, it should not be so simply for the purpose of making the broadness of the showing cover up the sin of omission of good values, Since the customer always expects newness and novelty, these fea- tures will never be conspicuous—by their absence here. A store should be willing to receive criticism in a friendly spirit because the little faults which others see, we sometimes cannot see ourselves. We in this store, are always learning—we do not think we “know it all.” We believe that the good will of the public is our strongest asset and because the character of the service rendered determines the amount of good will a store shall have, we try to round out this service by doing better today than yesterday and making tomor- row better than today. New Net Guimpes Are Sure To Attract Frilled fluffy things that give the finishing touch to your cos- tume. And there is a note about them that you have not seen be- fore—the clever placings of a bit of lace, the cut of a frill or maybe just their general prettiness will be sure to attract you at these special prices. These Are Blossoms From A Garden of Frocks What delightful picks of warm summer do these frocks bring to mind—how they make one impa- tient for the summer time gaieties when they will be worn. It is re- freshing just to see this garden of frocks in gay organdies, dotted swiss, voiles and ginghams at these moderate costs. June Bride Stuff A form of letter that you can send out to a June Bride list—and by a little revision, it can also be addressed to high school graduates. Dear Madam: We beg to extend to you our heartiest congratulations upon your forthcoming marriage and to wish you a long life of uninter- rupted happiness, health and prosperity. And now you will pardon us for pointing out the fact that our broad stocks contain just what you will need for your trousseau as well as for your home, when you start housekeeping. We believe, however, that a real service can be rendered by bringing to your attention the fact that this store offers numer- ous advantages that you cannot afford to lightly pass by. Broadest assortments, highest quality merchandise, lowest prices and guaranteed satisfaction with every purchase are a few of the notable superiorities possessed by this store. We trust to establish a long and pleasant business relationship between you and ourselves and hope to soon have the pleasure of serving you at our store. Respectfully yours, (Sign Name Here) A Special Display Of Children’s Dresses Gingham—a table overflowing with pretty little gingham dresses for the Miss of 2 to 12 years. They are in plain colors, plaids and com- binations—every one a supreme value at this price. 0) Nt a* Why Not a Few Of These Slip-Overs? No sleeves to get in your way —that’s what you will like about these happy-go-lucky all-wool Jer- sey slipovers in sport colors that will be seen way across the links. A variety of colors all at a fair price. Here Are Some New Cotton Blouses Lovely, fresh, new lingerie blouses, some hand made with all the care and fineness that can be lavished on them. You will pro- nounce them “delightful” at this price. 9. Ota Dainty White Slippers Of Modish Lines Just such white footwear as this offering will be needed for wear with your dainty summer frocks. There are many styles to select from, with Louis, Cuban and flat heels and the prices are as follows: Now We Come To Sports Skirts Being only half of a costume— the sports skirts in our apparel de- partment are almost blazing their way into strikingness—determined to be the smarter half. They are a fascinating group which you should see because of their mod- erate pricings. vp: Via Exquisite Baby Things For the Summer No member of the family re- ceives the tender, loving thought in the selection of summery things to wear that baby does, and for those who think as we do about it, we trust that you will take this in- vitation to view our infants’ de- partment and its special offerings for this week. 4 4 4 Men Must Have Belts for Summer There is a neat, trim appear- ance to the man who wears a good belt. It gives a finish to his trous- ers—literally “tops” them off in the proper manner. Several belts are not too many for a man to have —in fact he will want more than one when he sees this great vari- ety at low prices. eo Early Summer Millinery In the Spot Light All the soft and bright tints that are coming to life among the frocks are being mirrored among the summer hats. We’d like you to see this display at your earliest convenience—why not make it to- morrow? 4 4 Novel Tricolette Scarfs For Wear Now If you consider there is noth- ing smarter to accompany your street or sports costume than a good looking scarf, then you bet- ter take the time to see this spe- cial offering which will be fea- tured tomorrow—and please note the price. Pe Meare | Now for Some Domestic News From our Department of Do- mestics the following items have been assembled and priced for reg- ular selling and their value will make many friends for this store. We want you to feel that you can come here at all times and get values that will be of money-sav- ing worth to you as the following list shows. Fe Dainty and Practical New Silk Lingerie The soft satins and silks that are easily laundered make delight- ful things of these envelope chemises, petti- coats and bodices that every woman loves to wear when they can be purchased for as little money as this. yw f CMD fl ie wi Advertising Ideas AND SALES PLANS FOR STS 34 svd ea, oS | [; nesting ‘ baka * riety as to color and design, 36 inches wide. * et 12.1-2¢ a yard for good quality gmghams and percales is so ridic 5 the utmost. “DELTOR” which effects actual savings of “* Joyeux Printemps colors and designs herald “beautiful spring” A . . i Pinks and blues, greens and lavenders, yellows and »reds—every rainbow color, | Each yard of ginghams, voiles and tissues, a beckoning finger, luring women and girls into Then sending them out into the joyful, sunny springtime, clothed in dainty, winsome frocks, There are combinations of jet and sapphire, jet and amethyst, black and red, blue and red crystals—the ing and suitable for spring that we miss our guess considerably if these are not all sold in two or three days at And for the individual Parisian touch in your finished frocks, be sure to choose Butterick patterns—with the knows this and fee world for doing it. fleeting in its effec ls it. Some of them even think it is perfectly natural and to be expected. They attribute this condition to the fact that the public has come to look upon advertisements of a retail store as a thing of today only, an appeal to the need of the moment. If customers have such an impression, it is difficult to blame anyone but the stores. Customers read advertisements because of a real interest in one item or many items. Their interest is in the goods advertised. They may ex- pect to buy the goods the day the ad runs or the day following. But why should anyone think that that ended the interest? Sometimes a suit, coat, skirt, hat or pair of gloves are worn for many months after they are bought. Household articles are used for years. Would it not be better strategy to give each day’s advertising an air of permanency? There are many ways to do this and all the reason in the An advertisement in its very nature is more or less ce It is a part of a daily newspaper received, read and cast aside. Yet it is possible to put something in the ad which will live on after the paper is cast away and forgotten. Headline and dateline both pronounce this a mid-winter advertise- | Entrances. First, . scond j and San Fernando * 99 tempting eS At 45¢ a Yard all good colors, 36 inches wide, at 45¢ yd White Dotted Swiss, at 45¢ yd White Embroidered Voiles, conventional de- signs, figures, spots and floral designs, all good col- ors and designs, including blues, geds and pink, 40 inches wide, at $1.50 yd Sheer Undermuslins for Spring and Ki c 1 Summer Wear id < ing Crysta Every item brand new Fine Jet Beads |—made of fine quality ma- : terials, finished neatly in Spring Sport every detail an aay Bloomers — of pink or the colors Will] witite: muslin and batiste, of contrast the N&W) witty straight or scalloped dresses, too. ruffles at, knees. edged strands are of grad-) with lace, colored stitch or different’ s1Z€) ings of- hemstitching ~in strung attractively. lyige nge from 24 to 30- lengths, some with|_ Priced at 65¢, 85¢ and or fancys pendants | $1.00. Princess Slips—made of soft nainsook and muslin, with trims of lace and em broidery, bodice or built up shoulder tops, ribbon and self material straps, some with colored hem ands of amethyst, particularly tempt Prices are 25¢, 37¢, stitchings nd $1.19. Priced at $1.75, $2.00 - nd $2.50. | Envelope Chemise— made of flesh and white natnsooks, all bodice tops with self or ribbon straps {rimmed lace, fancy stitch-| bings, colored hemstitch ing and, French knot em broidery in pink and blue plain bottoms Priced at $1.00 and 1.35 oe ulously low ‘money and time Come in, and en- joy the gladsome songs of our cana- ries — and, if you wish, buy them. All the birds are beauti- ful singers, and prices on both cana ries and cages are reasonable Ormond: Beach Cloth,|Lace and Organdie Neckwear — to Fin- ish the New Tub Frocks for Spring Fine imported lace neckwear, in a number of different Styles, has just been received There are Tuxedo Col- lars, shaped collars, and Tuxedo collar and cuff sels — some twenty-five different patterns, all with finished ends, and net bands. A choice of cream, white or ecnt Priced at 39¢ and 00. nn - Embroidered Organdies —white with every spring color, and colors with white dots, or the stylish black and white combina- tions. Tuxedo Collars, soine with cuffs to’ match, and collar and vestce sets. Priced at 5O0¢ and $1.00. : |Women'’s Quality Spring $6.00 New spring dresses of course cal) for new spring shoes, and here are twen- ty different styles from which tO make your choice— Patent leathers, kids, calf, satin, combinations of patent or kid and mat leathers— Oxfords, one, two and three-strap pumps, mili- tary and Baby Loujs heels. plain or perforated, smart brass. buckles and cutout toes, at) Goodvear welted soles. A choice of black or brown— Tivery shoe one of qual ity and style Priced at $6.00 a pair Shoes for Early . ment but in a section of the country where out-of-door attractions come early. Cotton dress materials are featured and no doubt were bought by the women of San Jose for the reasons outlined in the introductory —good reasons interestingly pre- sented in type. Midsummer Merchandise By changing “Joyeux Printemps” to its counterpart in midsummer, every element of appeal in this ad could be used to interest women in midsummer needs. This is not wholly due to the merchandising of the sections. It is due to the fact that the adwriter directed his appeal to the women’s interest in merchan- dise instead of stressing values only and in terms of Spring. His theme is the delight of owning and wearing charming clothes. That is the way the ad has a permanent appeal. Women who read this ad last Jan- uary are now buying in the store goods this ad made them want. They may have bought in January, too, and in April and May. But there is no doubt that it keeps the O. A. Hale Co. Store and goods in their minds. This ad and others like it, by the same store, carried the idea of charming dress and dress acces- sories to interested women. The ad was shown to several women and some men just before this was written. None noticed the date—January 29, 1922—but all said in effect: “It looks cool, inviting, summery.” Some even went so far as to say the ad looked interesting. Others did not like the type display. But the important point is that without exception all these women and men saw in the ad just what is in it and that which is in so few department store ads, an element of permanency. In other words, this kind of adver- tisement is based on what the goods mean to customers rather than on what goods mean to the store. Few department store advertise- ments are well written. Most of them are strong on price and value comparisons and short on ideas—the kind of ideas which kindle interest in merchandise and its significance as something to use. It is time for store managers to get the customers’ viewpoint and then reflect it in their advertising as it is reflected in. this one. A July Saving on Women’s Suits Women who just dote on suits that “stand out” from the com- monplace, will be much impressed with these specially priced offer- ings for July events. 677-9249 An Offering of Fine Summer Dresses Introducing some of the finest styles of the summer season with the newest ideas in collars, sleeves, cuffs and trimmings and note these prices. 4 ¢ 4 And Here Are Skirts at Clearance Prices When you note their quality of merchandise and excellent work- manship, no sales argument will be required to sell you any of these. + 2:00, 9 Smart Little Dresses for the Children These little dresses are as styl- ish and as well made as any of the garments created for the “grown- ups.” Styles suitable for play time and dress wear—and at these sav- ing prices. AOD VER Til.S2sNG In Hot Weather Make “Em Short and Snappy and Interesting—Everything Here Has the Midsummer Slant IDEAS By Arthur Sinsheimer An Editorial Addressed to the Men SAFE ! With one mighty wave of approval, the hat-waving, shoulder-slapping, cheering crowd acclaims approval of clean sport and a good play made. —And to these same men—these same young fellows who like the clean-cut “best man wins’’ way of doing business, we say— We're priming to bat a home run in this business game— and we're going to do it, too. Values, assortments and service —that’s the combination that we're warming up with—the big three that have made this store the “Big League” store of the town. Every last man of you is an umpire—we'll do our best and accept your decision always. Let’s play the game together. Little Boys’ Suits Very Specially Priced Suits that look well on manly little boys—that have a little boy- ish air which pleases Mother and a manly little air that pleases Dad. To be sold now at special prices because size range is broken. A Letter to Vacationists Dear Madam: A Very Low Price for Muslin Nightgowns These were made to order for another merchant—but there is “many a slip ’twixt the cup and the lip” and they came our way underpriced—that’s why you can buy them at these prices now. Charming Waists Temptingly Priced In this July offering of waists for summer days, you will find all the smart styles of the season at very attractive prices. $b PP Summery Hats Greatly Reduced These are the models that usu- ally can be secured only for ex- cessive sums, but note how low they are priced for July events. Fark Fe Special Dress Items from the Basement Barred voile dresses—as cool and fresh as an ocean breeze—in blue and white and pink and white bars. Lovely little frocks at these economy prices. 99 ate Splendid Assortments in Cool Underthings All the charming touches that go to make lovely articles of lin- gerie are to be found in this spe- cial July sale of underthings, at very low prices. The July Sales Letter Dear Madam: How may we relieve you of worries over your vacation wardrobe? Many a vacation trip has been marred by an incomplete supply of apparel and all those little Summer “fixings” that are really so necessary to one’s comfort. And likewise many a vacation has been made doubly enjoyable by having the most suitable outfits for every occasion. It really isn’t the number of garments and accessories in your wardrobe that makes it complete—it’s the care used in getting the right things. Such a wardrobe can be secured here most economically ! A few hours spent here in choosing your vacation outfit and you'll be ready for the happiest days of the year! How may we help you? And when? Sincerely yours, (Store Name Here) It’s economy time in the store now! The July Events are on! Every day brings new offerings—every department delivers its share of seasonable goods at-lower-than-usual prices. Economy has never been so important for you and every- one else in the country, as it is now during these reconstruction days—and the July Events will help. By securing your needs here now, you can save a consid- erable sum and still supply yourself and your home with those things which are always necessary. Though most of the special July offerings will be of suffi- cient size to advertise in the papers, there will be scores too small. These latter will be featured inside the store. Visit the store every day that you possibly can—walk leis- urely through every department and you'll find tempting bar- gains aplenty—that’s sure. Yours truly, (Store Name Here) Extra Fine Ribbons in Heavy Taffetas There are so many things that require a piece of ribbon to com- plete their fashioning, such as mil- linery, dresses, bags, neckwear, etc., that you will probably be able to use plenty of these because of their moderate price. 4 ¢ ¢ White Low Shoes at Price Economies These are the same good shoes that combine comfort and trim ap- pearance—in both oxford and pump models. Even advisable to put them away until next summer if you cannot use them now. Just gee the price. What About Your Corsets? It makes no difference—and please don’t tell us that you are “different.” We make an absolute assertion that you can be fitted here. Our corsetiere is always at your service ready to advise and suggest. And not only that, but our corset line is superior from every angle. 4 4 4 Pretty Little Smocks for Particular Women They are in a number of pretty styles, well suited for women and misses alike—and note the lowness of their prices for these sales events. Some More Low Priced Foot Notes for Summer And before we tell you the prices, let us say that this is a sale of the finest footwear that money can buy—the sort of footwear that discriminating women seek out. Now note these prices! ih hee Colored Silk Umbrellas Lowered in Price Smart umbrellas of best grade silks in all the popular shades and all the newest notions in handles of bakelite, leather and fancy woods with silk cord or leather wrist loops—some of the loops tipped with fancies. At special prices tomorrow. Chic Sports Hats Have Been Reduced But reduced in price only as the same good quality, workmanship and “chicness” in these hats still remains. We particularly invite you to examine this offering. fet at | * Prices Reduced on Men’s Leather Belts If your belt has had an excep- tional amount of use during the past hot days you prob- ably will want a new one when you hear how greatly the prices have been reduced. f ei ont r itt Lt aan Advertising Ideas AND SALES PLANS FOR AUGUST Sy TS ad is NN \. PASTE ci! il hit hy" is WS, *s,{ Ue tnneenrsaeeaal It Takes Extra Energy to Bolster Business Just Now— Here Are Some Plans That Help A Bathhouse Idea Building a bathhouse right in your bathing suit section isn’t such a bad idea at all. At least, the Maison Blanche Store of New Orleans didn’t find it such a crazy stunt when the bathing suit season was ushered in. They constructed an artistic fitting room right in the center of their women’s bathing suit section and it was built to represent a two compartment bath- house with such likeness that women found it almost a pleasure to step in and try on their new purchases—and you know what a “hot job” that is in Southern hot weather. Incidentally, the idea proved a big draw- ing card and materially helped the sale of suits—and it’s not too late for someone else to try the scheme. * Ok Babies of Old We're all of us more or less familiar with the changes that have taken place during the last century in men’s and women’s wearing apparel, but what about Baby’s Wear? Gold & Co. of Lincoln, Neb., recently cashed in on a unique dis- play in which baby costumes of times gone by were contrasted with those of today. Photos of babies during the Civil War days and also their costumes were obtained from some of the older residents of Lin- coln and a small tintype of a bouncing little boy bore the inscription “Little Frankie Zehrung, age 5, 1864—Now Our Mayor of Lincoln.” In the window was a display of old-fashioned babies’ clothes and next to it a display of up-to-date infants’ wear, show- ing how the gradual changes had been made for baby’s comfort. Ci kee Getting Ready Right Suppose you’ve read the “Get Ready” Radio article on this page, so here’s one of the many ways in which you can do it. In order to be the “radio center” of your city, you have to know first of all three things— who is interested in radio and has no set; who is a “fan” and has a set; and who doesn’t know that he is interested in radio but is willing to be shown. In order to connect with all three of these types, the Stix, Baer & Fuller Dry Goods Co. of St. Louis, Mo., are building up a mailing list by printing a coupon in their daily ad- vertisements offering to send free a copy of their weekly broadcasting program to those who send their name and address on the coupon. The first two types of people de- scribed above send the coupon because they want the program, and the third type sends because he wants to see what it’s all about. * Tomorrow’s Business This young lady can read it like an open book. Sunday weather proves a fine gage of her Monday’s trade—sort of an accurate measuring device. Miss Frances Shinek is the manager of the camera department in the Brandeis Stores of Omaha, Neb., and she’s always praying for fair weather on Sunday because, as she says, “Monday’s business depends altogether on Sunday’s weather. Everybody wants to take pic- tures on Sunday and if it rains they can’t, which makes a difference in the sales of my department that runs into real money. If it’s clear, then I know that Monday will be a big day, not only in the developing of four to five hundred rolls of film, but also in printing them and selling the same cus- tomers new rolls of film to take the place of the used ones. That’s why Sunday weather is my gage on Monday’s business.” And it works, too, when you think it over. Condensed Advertising J. N. Adam & Co., of Buffalo, N. Y., used this idea to get the fullest possible value out of a page of newspaper advertis- ing during their store-wide Clearance Sale. Eight full pages of space were used in a single issue of one afternoon paper. In another paper the eight pages were con- densed and reproduced in two pages. This was accomplished by photographing the original full size pages and using four of them in reduced size on each of the two pages. * * * + Home-Made Rain Drops Sounds hard, but it really isn’t. The water is obtained from a small bath spray hung from the center of the ceiling. What for? It was used to represent rain in a window display at Macy’s, N. Y. C., in order to help the sale of Umbrellas. A wax figure dressed in Summer apparel stood under the spray with one of the umbrellas raised above her head and the rain rolled off onto the grass mat floor covering and into a tank back of the window. Country scenes furnished a background and plenty of umbrellas were spotted around camou- flaged as plants. sb ~~ 58th Sale Free For a number of years the Auerbach Co., Salt Lake City, Utah, during their anniversary sale, have given free the sale corresponding to the number of years they have been in existence. Every time a customer makes a pur- chase (either cash or charge) the sales check is sent in a pouch to a central cashier’s desk. A special cashier is in this cage who counts these closed pouches as they come in from the various departments (except groceries, meats, phonographs, patterns and C. O. D. purchases) through- out the entire store. This cashier marks each fifty-eighth pouch as a “free pur- chase.” This fifty-eighth pouch is then opened and the sales check is stamped “paid,” no matter whether the amount is Io cents or $1,000, and the merchandise presented to the customer with the com- pliments of the Auerbach Co. Should it be a cash purchase, the money is returned at once in the pouch to the customer. If it is a charge purchase, the check is simply stamped “paid.” In either case, the mer- chandise so purchased is given to the customer absolutely free of charge. To insure absolute fairness in the above plan, the special cashier who counts the pouches is chosen by the daily newspapers. 4 ek a Attracting Men This stunt was sprung by Mayer Israel & Co. of New Orelans when they adver- tised a suit worth $75 for $1 to the first man whom it fitted. A 46 long was selected to be the $1 suit—which made the fitting much harder. Before the right man was found, nearly five hundred of them came to try on the suit, and when they found their figures didn’t belong, most of them took a look around and made purchases of other bargains. ADNWE RT)? S:1 NG VED As Home Ideas Are Worth Most in August Advertising and Selling Can Do Wonders for a Store During the Change from Summer to Autumn Because People Like to Buy in August Women do most of the household 95 ° EA) CPST ees a Condon’s feature blank- buying the year around. “In August “Tween Seasons! Not At This Beehive of kitense Energy! ; ets for August but other ey do more of i in any o - - : ousehold utilities are month. There are several reasons for Need Draperies? This 98c gj aoe Senet given plenty of space and this. The two best ones are as follows: ae Madras Is 59c! Chaitiiane outer apparel holds a po- (1) After the relaxation on buying for Wallies a hkin ones andor the hewn ws a sition hardly secondary to the house which naturally comes with if : aera ak ‘ the feature of the ad. It hot weather, there comes a normal im- | is designed to bring in a YY You Want a Mid-Summer Frock: One to Wear On Into Fall—dt's Mighty Fine That You Can Buy— 5- Yards of Dress Voile for O-N-E D-0-L-L-A-R! It's the quality you'd gladly pay 39 to 49-4 yard for. ‘Aren't you ples sed that it's cut to 20c if you buy § y: lostly the darker, wanted colors. Floral potters ar | pulse to start buying again. (2) During good day’s business and the lull, the head of the house has time an impulse on the custom- to study her needs for the coming sea- er’s part to watch other son and when August Sales open up, advertisements of the she knows what she wants and begins same store. There is noth- fi patterns in an extensive variety. Monday, $ yar fer $1. Save BIG! 28c Dress Ginghams, 19¢ Yd. 25c Beach Cloth at 19¢ Ya. Linen feish—26 inches wede—pink, checks, stripes and plain color, All 3. rose, Copenhagen and light blue B2 inches wide 18¢ « yard! ly Ie yard. and darery figures on ight provada. Here is Bed Linen at to look about for a good place to buy it. “inc | $39 85a Sale of wank 149 Sheets | ctineaiares | Dot ee ing striking about either Furniture, blankets, household linens, 25¢ Wall Paper : eects | Rented ertaec | sik salca therein be text or layout but the ‘The best time to chooss ie in the morning! Cove ier eer —nind Pinan, Axminster Rugs Smith Yonkdrs, Worth 555 & $59.50! Floor Sizes! curtains, hangings, rugs, carpets and many allied home furnishings naturally come to mind as July blends into August. The four advertisements reproduced here are rather typical of August Spe- cialized advertising. Each one carries a z py 09 a timely suggestion for the adman and | cree oe eee gars ‘ at eS SFR SAV HSVALT KYSER MUI -AIWs sales manager who look beyond their SATS WALL COVERING l4c values are interesting and there is a variety of them all selected with August needs as a basis. Buy Your Winter Bedspreads Now 56.98 Bedspreads at *5.75 There'll hardly be a better time! These fine bedspreads are 85x93 inches—an extra site for double beds You'll like the pretty raised patterns in this heavy satin weave, The ends are hemmed, And it's just $5.75! ‘You'll like the extra fine quality—the sturdy weave and their gorgeous appear- funce! They'll give your home the beauty own office for inspiration and sugges- Take tes, Pecat pod Sis tions Advantage 491-498-485 KING STREET : vrauguat | August ‘Furniture 2 Events Bac! gu the beauty in a home Ne refinement Thompson's Glove hand. in hand with happiness. + prices furniture have made this Sale one ol the big the section But it is only characteristic ‘of this great Q Fitting Corsets Ther tlothing, All thele of ferings can be bought on the Morris Plary if your purchase China Tea Pots! Unusual! = $1.35 0 = $1.45 Notice the chief caption of the Crowley, Milner advertisement— “°’T ween Seasons? Not at This Beehive of Intense Energy!” This would seem a disclaimer that Aug- ust is a between season period. Yet the wording indicates that the Originally *35 to *79.50! store expects the public to think Coats & sul raps Actually Go at *19.75 it is a between season time on the ] calendar at least. What is really meant by the heading is no stock- up in preparation for serving a be- tween season clientele. This ad- vertisement makes what is prac- tically a whole-home appeal so far as home furnishings go. It is es botee, 40 inghes wide, 7 —Dry Goods Phone Is No, 1162— 40c Yard ( ! na leas M6 incher wide Tussah ( | sin Pongee in on excep rs Ve fard SGT alh [ beat SO ena ally a8 New Arrivals Children's Dresses Gite ive and re Speclally priced Monday #t 89 Yard PNGVST SALE OF BLANKETS Values and Varieties That Please es New Blazer rely complete, without Specially Priced as Mendsy at $2.00 Yard a makes deposit ot at lease 81.00 and we will place your Blankes selections aside Jo be delivered at any time you say until October 13th, at which time you can pay the Balance wien Wool Sue Wool Plaid Blankets Cotton Plaid Blankets 6 Colton Plaid that ing. Spe $8.45 Pair $2.25 Pair $7.45 Pair All-Wool French Serge A vavuilfal quay of _ ey a = ; ya $1.98 Yard “4 Black Mohair For Fall 37 Sesutunty ool Many Lovely ONLY-ONES Fer score of ether Blake in Aloo, Wel an Cation. en'atton with Wool finish aap a spec pric ur- | fad mealies Ot You Who Come First Just $19.75! - Eset These Help Equip and Make the Home Attractive SHEETS and PILLOWCASES worth attention as a good model Bie Wea for the August appeal. Timely tems That Have Just Arrived In OUR INFANTS’ DEPARTMENT Just scores of pretty T Bamberger’s furni- ture sale announcement typifies in text and illustration the tradi- tional fall furniture event. Also it sug- gests in a powerful manner the importance of suitable furniture | and puts ideas into the homemaker’s mind. No doubt several fully merchandised adver- tisements followed it in close succession. At any rate, if your cam- paign opens with an announcement be sure to close it with a de- tailed descriptive ad- vertisement. People like to study descrip- tions in August. H1u80 Tindale Beentens Shear Ey 4 Sheers tio Pe resell Seamien Special Bixso_ Anchor Seamlene Shera Spec a anchr Seamiers Sheese Spec shoe anchr Scalloped Pillow Cases oe "wena Scalloped Pillow Cases Spee i quite pleasing © $1.00, $25, ‘and $1.50 Baby’s Carriage Robes om extra quality Pajama Checks, Yard ° Delo extra qelity oft Hiniah Longeloth is ted quality Yellow Homespun | Wash Clothe vs i ii ANNOUNCING! Bamberger's Half-Yearly Sale of Furniture “Of Enduring Quality” Clara oa Tub Street Frocks and “Sfip-On” Dresses ani a feemlbiag 1 irae psec Nas Fall Hats The First Harbingers of pro y part of the contents of reo tion of two pricerestricted dat unusual reductions Monuhs of preparation and careful buying have been foc «And now the stage is set—all lieve will be the most enthusiastic ever seen. Undeniable op- PF ONIN eR NAO, = Chas. A. Stevens & Bros. opened August with a fur sale and a special event in season- able outer apparel for women. They used a simple, direct method of appeal and one any good store can safely follow. August does not sell goods but August merchandising methods do and no store can afford to think otherwise. People shop around in August and the most interesting ads get their first at- L. BAMBERGER & CO. “One ef America's Great Sores NEWARK. N. J Aa Unusual Salé of Women’s Lace and Italian and Tricot Silk Underwear Makes Its Bow If t's & Poth. of one of the various our aut ‘pos model Illustrated is of brown velvet Cue Andunt Saleok Fart eh at tention and the first attention Offer pe Modes ee ee gets the early August money. at the Lowest Trices in'Yoars The New Frocks Are Lovely! Otnerrrannrece* nin Oceana | Rotem wasn oh saa eee et Ni the dewirable furs. In addition to their exclusive styling, our furs always Lascinating bell sleeve. which Ae ‘be either long or «! heyal length Brilliant Votnay surance of superior quality of pelts and unexcelled workmanship, Exquis Red and Sorrento Bliss. os well aa ) ap jee also make their appearance a9 trimmings and co and beautiful girdies ere noteworthy features of the new garments wtraightway fascinate us with thelr daring heaper this year, and during August we are offering extremely low (A moet unusual assoriment of these frocks i shown in ‘ill be advanced te thelr ndema) level afver September 1 Soden, Tdcetinas S01 Renn elle very sepebesay aeons pies Oe vas Le ae For Seerion, Bipth Flone Women's Section Fourth Flase Wem + It is never possible to do complete justice to the advertisements sent in periodically by Mr. S. Shaw, advertising manager of David Jones, Ltd., Sydney, Australia. In the first place, reproduction can in no way depict these ads as they really appear in the news- They are always cleverly printed, arranged with care and logic, merchandised to get the widest range of buying impulse from the customer and are written in clear and direct English with It is evident from careful study of a season’s run of these advertisements that store identity is maintained in two ways in addition to the store signature. First, practically every advertisement is specialized. That is, it is either entirely devoted to one line or one department or it features a line or department if the space is divided between sev- The reader can always get a complete idea of a seasonable item of goods from every ad. The item is illustrated with a well executed cut, it is clearly but briefly described and papers. little or no metaphorical adornment. eral lines of goods. ADVERTISING These Advertisements Are Worth the Close IDEAS Study of Admen Who Like to Feature Each Item David Jones, Ltd., Are Firm Believers in the Selling-Value of Merchandise But They Do Not Neglect Type Display and Arrangement of Material By Guy Hubbart it is priced so as to indicate the value for the money. Second, almost invariably the material is described. This, whether the article be of personal use, household use or family use. The three ads reproduced are good examples in point. to men’s and the other to household articles with damask as a feature. Notice that details are pictured in each illustration used. Excepting the color, the reader can get a complete idea of how the goods look merely from reading the descriptions. American admen adopt some of these methods but usually not so consistently as the David Jones’ In a portfolio of twenty to thirty ads recently received, practically every one details each adman. item of merchandise. Type display is always managed with care and judgment. They are always clear and readable. In one respect, this store’s advertising is far ahead of any which have come to the attention of It pays strict attention to subcaptions and prices. this department. the illustrations of its ready-to-wear and dress accessories for women. Almost any ad select- ed from the group sent in would compare well with our better American mail order and mag- azine advertising of similar goods. Although merchandising methods in Australia may vary a little from American methods, it is not likely that customers’ ideas change as to the use and value of any item of ready-to-wear. Therefore it would seem that the method employed by Da- vid Jones, Ltd., has much to recommend it. The advertising man- ager is Mr. S. Shaw and this department much re- grets that lack of space prevents the reproduc- tion of all the ads in the portfolio sent in recently. They have every mark of the carefully thought out, logically merchandised advertising schedule. It is difficult to find fault with these advertise- ments inasmuch as they are not to be compared with the best American ads due to the difference in use of space and daily or .weekly scheduling. But were a real compari- son possible, David Jones’ advertising would not suffer in making it. We are glad to repro- duce these because it gives you an opportunity to study this type of depart- ment store advertising. David. Sere | SALE Dig, BLOUSE CLEARANCE FUJENE 79 : 7 Ald re cele af- bn-ehe £ for Cash. SKIRTS e07" = #8 ei alley 11 i fred lame the Can Discount Bath Chetk Ze phyr rassetp te - oye Egures. Unally 4 Wea rnd S916 And less 2/- tn the € for Cash Shop early. SALE ENDS SATURDAY Hor asehold Drapery Sale j Reductions per OF on nes tink abe balk din iene NEUEN. SEE YOU GET YOUR SHARE OF THE REDUCTIONS AT David-Jones SALE 2/- in the £ (3 £ 2)- inthe£ Suits (6 spear, \e 5 / jor cash) off all "fe senkoch 756 6a oF SUIT and cigarettes Reduced from £5/10/- to 84/- Cr 4 One is devoted to women’s goods, one oe Cash Discount Pies of This is particularly true of headings, | David ones’ = ma The hundreds of Sydney and country women who have waited for David Jones’ Household Drapery Sale need wait no longer. From 9 4m. on Monday, January 30th, every item in this section is subject, at the very least, to a cash discount of 2/- in the §, and in most cases in addition to a substantial price reduction There is no question that now is the time to buy advantageously, and the shopping public will no doubt avail themselves fully of the opportunity Longcloth and A ea ERIESCCN CED MEN SEED OR OOILLEIE NTEEO OES NOSES ABE: LEO HE Table Damask at bargain prices Sale of Towels and Towellings Notice the chance each item has to speak for it- self in this m'en’s adver- tisement. A splendid ex- ample of how to attract the customer’s eye with type. Sheet and sheeting reduction on pill Kitchen cloths very much reduced Pure lin Py Embroidered and lace trimmed table cloths & covers, runners, duchess sels Exceptional offer White Irish ee Ue Waterproof sheeling Wovmarant Shei a om By iio seenne fh jee Th M materials Bleached Irish tablecloths. reduced DAVID JONES, LTD. @ OPP. G.P.O., SYDNEY. This. is typical of the average run of David Jones, Ltd., advertising. Type, illustrations and text all focus on the value of the goods. Timely Little Copy Idea Suggestions Like These Are Worth a Lot When You Need ‘Them—Keep “Em Handy A Few Dresses at Lowered Price We chose them here and there from makers who were willing to make a sacrifice for ready cash. We selected the very latest and best models they had and now offer them to you at these ridicu- lously low prices. All sizes for women and misses. qe son-§ Exquisite Petticoats in a Sale Lovelier than you probably have ever seen before in their sheer fabrics, beautiful laces and delicate colorings and just glance at these prices. 4 ¢ ¢ Remember This Monday Is Opportunity Day Exceptional values are to be offered on Monday in women’s and misses’ apparel for wear dur- ing the late summer season—and at such prices as only an Oppor- tunity sale can offer. 28 Fe Some of the Special House Furnishing Offerings Just the kind of useful house wares that will give good service and make you glad that you bought them at these August clean-up prices. 9229.59 Hand ‘Made Baby Dresses That You Will Admire Sweet little baby clothes— dainty and exquisite little dresses made by women skilled in the ar- tistry of fine needlework and note the little prices. $2345.04 A Semi-Annual Sale of First Quality Linens Good linen is not a luxury but it is one of the most durable fab- rics known to the textile world. Linen sheets, pillow cases, towels, table linens and napkins will out- last those you buy of other mate- rial. At these extremely low prices you will agree these linens are an economical buy. ADVERTISING IDEAS By Arthur Sinsheimer Here Are a Few of the Latest Books Refreshing, sparkling stories— mostly of love and adventure that will furnish many happy hours of good summer-weather reading. 4 ¢ 4 An August Sale of Silk Skirts Superbly tailored skirts of heavy silks—the kind that show rare individuality in smart lines, beautiful textures and al]l sorts of colorings. 4 ¢ 4 Some Good Specials in the Boys’ Department Tuesday is clean-up day of odds and ends in the boys’ department —note the following items and be sure to come early for these rare bargains. 4 ¢ ¢ This Is Another August Bargain Festival It is about silks this time— silks in the better qualities at prices which you will at once rec- ognize as lower than you have been used to paying. Aik BS | Chic Riding Habits in Smartest of Linens Exceptional values in well tai- lored models for the miss who in- dulges in the early morning ex- ercises on the bridle path. 4 ¢ ¢ An August Clearance of Good Linoleums If you need lineolum for the entire floor of your kitchen or sim- ply a short length for a certain spot; a cocoa matting runner for a back hall; or a short length of carpet—then it would be to your advantage to visit our third floor tomorrow, when these prices will be in order. 4 4256 A Timely Sale of Splendid Suits This is a fortunate and timely event for all women. New suits from a special purchase are at- tractively priced for the August Sale which has its beginning on Saturday. Editorials such as these are presented not because we expect you to use them exactly as they are typed here but in order to give you an idea of the kind of thoughts that ought to go into your store editorials. Courtesy First _ The “sale” idea is secondary with us. Your interests are the first consideration—and courtesy we deem to be most essential if we are to make you feel free to come into our store often without that thought of being obliged to buy each time you come. _And when you do decide to make a purchase, that transac- tion must be carried on and completed to your entire satisfac- tion at all costs. _ We have merchandise of unquestioned quality that will prove its goodness through long wear and use. Our salespeople are selected and trained to give you the best attention possible at all times. And our prices are cautiously watched to keep them in conformity with lowest market replacement costs. But above all, we strive to make this a pleasant place to trade: by. carefully nursing our pet policy of “Courtesy First,’ which we invite you to partake of to the fullest extent. Here is a little notice relative to your August clean-up sale, which can be sent to your entire mail list printed on a one-cent Government postal card. In fact, it can be sent to draw par- ticular attention to any event you run during August and the little discount offer at the bottom of the card can be used or dropped out as you see fit. A Date With You Here is important news for all women—especially those who are economically inclined. Remember this date, for it is of great importance to you. (Day and Date Here) This is the opening date of the August Clean-Up Sale—and we promise you that it will be a sale worthy of your attendance. We are now busy arranging and rearranging stocks and re- pricing and underpricing all kinds of worth-while seasonable, _ Summer merchandise, and when this sale opens the whole store will be a veritable garden of Values, bulging with the message of Economy. (Store Name Here) This card entitles you to a 5 per cent discount on all purchases when presented on the above date. Smart New Neckwear for Mid-Summer There is always something new each time you come here for neck- wear. Something just a bit differ- ent, out of the ordinary, crisp, fresh and pretty. Note these when you are shopping tomorrow. 44 4 Here’s Another Economy Column A shopper’s guide to a few of the specially priced things which go on sale during the August Economy Event arranged for this Friday. 4 ¢ 4 Exclusive Costume Suits of Very Beautiful Silks Distinctive suits expertly tai- lored and specially priced, splen- did for women’s afternoon, street or sports wear during the warm months of August and September. ie pe We Are Clearing Away All Summer Millinery Which means that in this gigantic collection of hats is most any style, shape, color, material and trimming you can think of. Hats for women, misses, school girls and children. Each beauti- tifully trimmed and neatly lined ready to put on and wear—and at these prices. 4 4 ¢ A Box Sale of Men’s Shirts And these are offered at a price that will set the whole town talking—sold only in boxes of three at this special price, although you may select which three go into the box. 4 ¢ 4 Some Fine Blouses for Larger Women A sale of most pleasing and charming styles in blouses, each one carefully fashioned for so- called “stouts’—and priced rea- sonably, as you can see, A Final Clean-Up of Sporting Goods Here are various assortments for your enjoyment of outdoor sports—and they are now offered at the following clearance prices. Here are a few suggestions as to what you may expect. Ps RO | Delightful New Millinery Modes A glimpse of fall is given us in the advanced models shown in the Millinery Salons on the third floor by the newest arrivals of early season hats, and we cordially in- vite you to see them. 4 4 4 Another Sale of Women’s Dresses Lovely new fashions—fresh from the workshops—shown to- morrow for the first time and priced very moderately as you will notice. 4 4 4 An August Sale of Summer Furs Each pretty little style of neck piece now priced so very moder- ately that you needn’t feel it a bit extravagant to wear one the rest of the season. Pex ea And Now a Few Tuxedo Sweaters _A happy sale of sweaters and slip-ons for the woman and miss who indulges in various outdoor sports of the Summer season. Note these exceptionally low prices. 4+ 4 4 Are Your Girls at Summer School? Here are some dresses so ex- cellent in quality and low in price that Mothers will want to send one or two just to know that daugh- ters are well pro- vided in dresses with which to finish the summer term out. H Mi a A 4 [ ait | i 4 Thon COTTE Advertising Ideas i ih my iil a AND SALES PLANS FOR SEPTEMBER =) 5 a vee Sometimes It Takes a Thought to Start a Thought —Here Are Some Practical Starters Wire the Sad News “Your straw hat is dead.” This telegram was sent to fifty local business men by the Spines Company of Wichita, Kan., and they made such a hit with the recipients that the newspapers were given the story and it created more timely publicity for the store than could have been gotten in any other way. Some of the men immediately went to Spines’ to get their new Fall hat, while others sent answers as follows: “I’m rush- ing undertaker to your store immediately.” “Weather prevents my attending funeral, postpone it until tomorrow.” The sales of Fall hats were gratifying in number and the unusual idea of the telegram certainly created an increased business. Anything’s worth trying once—and Fall will soon be here. * * * ok University Tested With all the talk and publicity given over these days to “pure food,” “proper dress,” sanitary living and what not, many forms of testing laboratories have sprung into existence to prove to the buying pub- lic that this and that article is good to eat, drink, wear or gargle. And now the de- partment store has entered the game. By special arrangement with the University of Washington, customers of the Bon Marché of Seattle are protected on the goods they buy from that store. It is announced that all goods are tested by the home economics department of the University and sold with the guarantee of the Bon Marché. It is tested for such qualities as dye, wrinkling and perspiration. We wonder whether the store would like to tell us how profitably this idea is working out in the matter of in- creased sales in their dress goods depart- ment. Ce et Self-Service Department Store H. K. Eastham, who runs what is “offi- cially” known as the Miniature Department Store of New Orleans, La., has instituted a new idea in department store service which he calls department-“storateria.” Very few clerks are employed, the stock being so arranged as to be within easy reach of cus- tomers, and except in such cases as where piece goods, etc., are wanted, the cus- tomer has only to pick up the desired article and pay for it as she passes out. If it wasn’t for the habit some few people have of “pick- ing up” things and nonchalantly walking out, this “storateria” idea of self-service might be worth investigating. At any rate, with all the self-service ideas that are being tried these days, this one deserves a little thought. Guiding Your Ads It can be done and easily, too. It’s done in London, so why not by you? Selfridge & Co., Ltd., of London, England, keeps in touch with the weather bureau so as to ob- viate showing and advertising light Sum- mer weight sports apparel when it is rain- ing and chilly at which times they don’t believe their prospective customers are par- ticularly interested in such merchandise. Selfridge & Co. has a contract whereby it is notified of weather conditions twelve hours in advance and by this means it is able to score off a competing firm, which has a page spread advertisement picturing sheer attire on a chilly, wet day, whereas their ad stresses such timely merchandise as rain- coats, gloves, umbrellas and other weather- proof articles. And you can get a twelve hour advance weather service two ways— from the nearest telegraph office and over the radio broadcasted programs. * ok *« * Radio Interest The Famous-Barr Company of St. Louis certainly stirred up an unusual amount of keen interest in radio through their con- test which was open for amateurs only. Ac- cording to the terms of the contest, entrants were required to assemble, without assist- ance, the various parts of a Crystal, Audion or Transmitting Radio Set. All completed outfits were to be submitted on a certain day and to be displayed on public exhibi- tion for two weeks. Awards were made in three classes. Boys under 14, boys under 18 and the third class open to amateurs of all ages. Three experts were retained to act as judges. From the appearance of the crowds that attended the exhibition every day, and from the finished appearance of the sets entered, all St. Louis joined into the spirit of the thing. And in passing let us say that radio business jumped materially. Store Door Advertising The L. Froug Department Store of Pine Bluffs, Ark., has placed small bulletin boards just outside the store entrances on which the daily ads are clipped from the news- papers and posted. As pedestrians pass or enter the store, they invariably stop to glance over these bulletin boards. Try it! Scenic Fairy Tales Here are some Baby Week stunts that have been found highly successful. All children and their parents were invited, through extensive newspaper advertising, to attend a scenic fairy tale of “The Old Lady Who Lived ina Shoe.” A great shoe was erected in the infants’ department to serve as the “old lady’s” home, and from this abode the venerable old character told fairy stories to the great delight of the small guests. Another stunt featured by this infants’ department was the distribution of free photographs among the children. With every $1 purchase made in the infants’ de- partment, the mother was given a coupon. When presented to a photographer, with whom arrangements had been made, each coupon was honored by a 5 x 7 photo of the child whose name appeared on the coupon. These photographs were ex- hibited at intervals in the store’s windows and attracted a good deal of attention. ae eae Strolling Mannequin Quite out of the ordinary is a store mannequin in the L. S. Ayers Co. of In- dianapolis, who saunters her way through the building doing just what she loves best to do—wear pretty clothes and all their dainty accessories. One hour she flames in a velvet evening wrap with its smart chinchilla collar and tasselled chinchilla evening toque. Then she is seen on the street floor balcony charming weary cus- tomers in a dainty orchid evening gown. She loves to do it—and everybody loves to have her, for not only is she an attraction to customers, but the girls in the store feel a breeze of “pep” at the very sight of her. Here, then, is a new way, and a very simple one, to run a “one girl” fashion show that is inexpensive and attractively interesting. ADVERTISING IDEAS = mamta = Can You Reflect Autumn in Your Advertisements ? These nine specimens are good examples of various to either stores or customers but the way this in- ; P - 8 - P . f terest takes hold of people in the Fall is new if worthwhile ways to deliver an interesting message the adman wants to make it so in his opening cap- about new fall stocks—all, except the headlines! tion. But it seems none of the men who wrote these had it in mind when they planned the part of the advertisement which leads an interested There is no better way to estimate the interest-creating customer to read the detail in the sections of the powers of a single advertisement than to read and analyze announcement. the main headline. Read the nine headlines in order of People, women especially, think of Autumn as position on the page layout. ’ the time when each new item of outer apparel Are they interesting or not? As the most important should express a new point of view. Generalities, part of an important announcement at the beginning of an such as style show, exhibition, opening, etc., do important season, it would seem that they are not partic- not express that thought. ularly stimulating to the minds and interests of their re- Why not select an idea right out of a woman’s spective clientele. ; mind and use it for the basis of a caption? “After The advertisements are away above the average in ar- I Have Done My Fall Shopping I’ll Have a fides rangement, type dis- Wardrobe Which Fits My Tastes and Person- KeilkOecien a) ‘gi play, text matter ality. I Wonder Which Store Is Best Supplied Vie ; g « ‘7 and merchandising. With What I Need.” . | Two or three are as That is what she thinks. Could it not be made b cvearkth good as any in the into nine interesting captions for such wonderful country, One is so advertisements as these? They are really re- Hoa ee 3 good it could hardly markably good advertisements — worth copying GLIMPSING tHe FALL FASHIONS be improved. from just beneath the captions downward. The sthowwne that comeng Fall conte betes 4x ty sogerig smacthy by all women Fer do they nat hirald shat Pars decors? Wt for this Milady maaits withow! Ierorhlesily and om Apion, that me detail my~te teas of thie ol import But the head- lines! There isn’t an idea in one, unless it is the subcaption; there isn’t a new viewpoint nor the least sign of orig- inality in concep- tion of what Fall means to customers so far as new goods go! What people are interested in in the Fall is nothing new a The Peltier bompany Sevmufully prepared with Auiumg Faskeons and Fabrus portraying the “Vague 0 Tames,” we agnovme our Fall Fashion Exposition Thursday--September 9th extending 2 heartfelt welcome te all Siowx Cuy.r6e come and revel an ther sumptdeus beauty and charm i Fall the E aceninnreunser 4 ie COMPLE TE READINESS~ How to Dress Well | On a Limited Income —If one has plenty of se well is 90 trick al alt, Que may kick a buttos at the thmg is done, all ones Slocx CITY Fashionables may UR —But dressing well on a limited income? Th ter It is an art. or an at Bet Mat (7: LD TIMES 3 old-ume pric me mp a rat ety ental i ' a needle and thread and presto, o din every extubit Old-time qualines alent everywhere. Our patrons have lor hee => Mammen 94/1 —Stich women-are gifted. They are rare and therefore negli gible to this discussion The White Fides Dedicates To Labor The FALL FASHION EXPOSITION namical ore ii tically unlimited capital. sple office.» trained buying organi je us to gath T WILL PRESENT compreheosive dufplays to answer every fashion Querry The accentuated Tailleurs, the ruffled npple suits, them as a Matter of © @) B= | —These remarks ie anew Peter Pan,-Sally | _ Gomes ate ta be baught Te roa | All Sioux City is cordially invited = Eophe Thorp Pree Therty O'Clork 1 | | and Ghuddk | Yow attention is specially directed to some remark: able American dresses af $39.75 and the Paru | | | dresses at $45 and up to $97.00. VM Rich @aBrea Company = Re >} Gloves HALO > Ht js ==|Wm. Taylorson & Co." = ss Come With Us, Meet Fall Fashion At.Her Best In Haws Ave Bosh Le, Soul an ks es cme oe oe EDGE — Tk BRADFORD-HUSCH CO. j | cba” = Lovely Negligees {| | {ee fk Designed (o a Light and | ‘Graceful Vein i re fil IKE a tale from Arabian Nights, full of soft, glowing colors Sr Te we mm and characterued by a thriling diversity, the newest modes Bl unfold themselves m the panorama of the Fall Fashion Blouses i 1 ing. Rich embroideries, fabrics, enquisits SSR Scr = 5 \ beading and exotic chro ings fairly breathe the i S25 Soe ak ; 7 os ag de ae ee 1 A Phenomenal Spebia} Purchase Results in a tier Eas males i bene ihe Savied ea ore SS eres eet | Y \ w me Se ea |. Saieof 400 Wonderful Ne erst ipek ice SARS Digtinctive Fall Hats world’s fest dea ad taker, that we fave ever shown ot ope Fools time. who know the splendour of past openings can appreck, nena (tee te Henge of New Fasten = Mintle Maen Set fw Fas More The ses ate the scope of this event, which presents a far more vivid and realistic Sv Stare tle," eeakon ts : SS djl picture than any Eakin page Stoners eee Vf you love beauty, if you would see the roodes for Fall and Sm wes ol pics pa ca bore Winter at their best, f you want authentic the suthenticity of Ske which is vouched for by an institution whose buying resources and Pater al uiek os ogh ie Med oot powers for selection are unequaled 'n this city, you will not mist this > at Evening Fi Children's Apparel Sea bh mgs ee Seas eee “= BeDav en, WittS I NiG> 1D EAS Here Are Three Advertisements Which Have All the Marks of Careful Planning and In-— telligent Merchandising—They Are the Work of a Young Woman By Guy Hubbart pia Flint and Kent advertisements, until recently, This department has had opportunities to and general comfort of the items described. And have had no illustrations in them. This is men- study both types of work and to estimate the always in terms of the customer’s own ideas. In tioned because the same adwoman wrote the “no- relative values of each kind. other words, the adwriter has tried to reflect cuts” advertising and the “with-cuts,’ of which While the advertisements formerly used were women’s ideas rather than the store’s ideas of these three are examples. well merchandised and well written, they lacked why the items are desirable. ‘ one element of pulling power which the illus- Would it not have been better to have used ig J =] trated advertisements have: A special invita- the word “buying” instead of “selling” in the Flint & Kent : ets t Lingerie Priced Specially for June Selling French — Philippine American — Silt This is more important than one would viewpoint. She has her own, which is buying, think. Women especially are attracted by although she may realize unconsciously that the well executed illustrations, especially when store’s object in advertising is to sell. This is they actually depict a style idea, pattern, de- not a criticism but a suggestion. Headlines are sign or some element of workmanship or qual- important and sometimes little things have a far ity in an article of wearing apparel. Even the reaching influence. plainly decorative illustration increases the “Requisites for Summer Days” is the headline reading-value of an advertisement and when _ of the best of the three advertisements presented both kinds are tastefully blended, the value is here, although not the best managed as to type magnified several times. display and layout. Probably there is no way to exactly meas- This advertisement theoretically should have ure the relative merits of advertisements with sold more goods to one customer than either of and without illustrations, no accurate money the others. This because it specializes on goods value measure, at least. But there is always which supply needs of the same general kind— the certainty that good cuts will do no harm, _ sports and traveling goods. It is quite possible even if they do take up a little space which that one customer might need something out of ; might be occupied by an extra item or two of each section of this advertisement and buy it be- Women's and Misses’ Tub e ° . . . Dresses, 745 merchandise. Most retail advertisements have cause of the association of needs, : | too many items in them anyway and that puts an extra merit to the credit of the illustrated 5 fl tion to read. headline? The customer does not have the store’s Unequaled Collection of Underwear for Every Need and Ever: that are Dependable in Quality and Amply Made for Comfort s Treced and Golflex Susie Reduced to $14.75 800 Hand-made Blouses from Paris and i incommonly Priced J our present stock in este = $708 naas Orginality in Derign, bul also sn: into | Washable Silk Sports Dresses —$25.00 : for Women and Misses Businesslike and Interesting | Svadvertisement. The advertisement in which Baby Week is the | feature looks at once businesslike and interesting Boys’ Wash Suits— - = | . ’ ° F ; Toone 2 pelea al a Excellent Seasonal Appeal In the infants’ section there is an array of mer- In each of these three advertisements there chandise difficult for mothers to resist and it is is evidence of thoughtful planning. Each, presented in a practical, sensible manner, includ- though differently departmentized, has a spe- ing the introductory directly beneath the illustra- cific seasonal appeal calculated to get the tion. A single division of a store’s stocks pre- greatest amount of positive reaction from the sented as this one, always results in sales in other i fs i i f re a! at atten eee Linens in the Annual June Selling | fairg oweebew nd White Gimme, Bs Extranrdinary Preparauon bas bout made to have an Uncommoaly Fine Collection at news for Use June Selling at Moderate Prices Pas 7 | Resetcpeed Wie ral Bina Trine we a ee te Was Shorty of Fes: greatest number of customers. departments of the store. No doubt this was the In the one headed “Lingerie Priced Spe- case when this advertisement appeared. cially for June Selling” the descriptions The other departments represented fit in well reflect the season in terms the customer with the feature both in subject matter and treat- ee ral would understand and appreciate. Prac- ment. | tically every paragraph has a reference There are just about enough text, items and to the use, the beauty, quality, coolness illustration in this. advertisement and it suggests pare judgment and _ skill 7 ~—soon_the part of the _adver- Hlint & Keut PME og Pica oa-eer et | tising woman as well as . close co-operation on the part of department man- agers. These three advertise- ments would be classified as departmentized rather than specialized in treat- ment. It is possible that a store which can get business through this kind of advertising could do Requisites for Approaching Summer Days Ail-Wool Swimming Suits in Many Hues —n Copes to match at $25.00 ‘* Gentes Crepe Capes— $52.50 With Goflars of Caracal and Growing nd upon the Raby of Teday. That "0 acquaint the Mott ire in Cothing Noa hare taen given mary than ordinary consideration in or Stared 4 the Teal ama re Sf Mag int to ch Iwill be worthwhile at lanst vee Ca Collections for Present Poture Nema The United States Government isues 3 Bulletin “What do Growing pret cites able from the United State ‘of Labor, '. L ‘Colorings |e complete + Fashionable Wardrobe Sen with them we wake this Babies’ and a's Weak and explott tut Merchandise {roc ve 7 5 ee rary ae oF well with advertisements ees ee mete eee en | of a more specialized treat- penpals mete te es Pee Sees sone: ? : Se Se He, EE eneneae: | ment;. that, is, smaller — Marre Protectors 1-5 Sude _ ,Alapa' ws wal w Drawn Work nd Dam for Emieltahmest Price ZEEE. = (eis mre aera tree rmsoeacscs | Space run more frequently =. Tar Poiews BA a — Te | ¢ eer st. Bee a totes —_ eae ave and featuring only one or Gifts for the Baby ESS Toa egementarmarias mie wren | two kinds of items. This ‘Te weleoms tcte the Wort CAN Grom one Powder $110 oe ‘Nop-Shrigkabhe ‘Washable Cleanly and & Worm wo Hand ¢ Ly Seereeepriancon EEE E EO sw eemtenuenm eng) SUggestion is offered for Baby Pica, Sets of 2) Cigars -: 100 be jevenile orth Ale Orchid. or Brown 51 inches Wide; #150 Yar |) . . . BESo Sc oS Ese. Team 6©6Cwhat it is worth and is Seow eaieie Ad 1 aria pastes aes “Fresh Planae! for Blasers mae =o. - : “Baby's Slips, Dresses Git Orem. rang, fcr at Da ad: to, Srv i, Wit, Hen Oe actuated by the knowl- Baby's Tufted Jwoenile Suits Vie? Garment a 5 CT aches Wide; Ba | > ‘ gerete Sa ues galled eg BEIEMESNE May Household Needs From the Linen Section || ge that specialized ad- Satin Bren, Ory, Ra Rm. Perr Wi. Crm irom, Ching uh. Crepe da eld Mortal Serie Tare! en ee Ties arte Samer of Pine Unan vil fd Sateen ve cheng from Our | e x 5 Soest See Beare SESE | Vvertisements, if well writ- ett qi Lf * hy art Ins Dre re ide ten and run _ frequently, have a direct influence on turnover and volume, es- pecially just at present. Miss Sophie Alexander is the author of these ad- vertisements and while : tts she is comparatively new Maca) eadlnenibrolderen Weck | at the work, there is little Wee iret woe, nengews | OF NO evidence of the nov- ice in what she turns out. Many seasoned admen ae ee re eae would do well to study See ee eee ee HET WOLK, and: method, Children’s end Misses’ Footwear es “00 Up ~ Woven by Wand in Bast india by the Nanwes r Property Stunt) sda on Natare’s Lat to pert Lite Pow te Grow Migs pe Ca. ROD Ret Deg and Qua Gaormas inst mae ee he rs te Tamas tae Yor Porches Sve Rocce Soping ting Roe tna wen are Wait = Hair Ribbons and 2108 Bod Spr Mauch 4a 66” so Sashes Wo Muakes Ct Bingie and Light Weardt Woah Fiat Hi f FE Hai Study these advertisements and compare them with some of your own as outlined here, A DN ER TelL3820NuG IDEAS A Variety of Seasonable Bait That to Make Pretty Good Fishin’ By Arthur Sinsheimer Dressy New Blouses That You Will Like Charming styles that reflect the newest modes in Fall blouses to wear with tailored suits. Just the sort of blouses that you have al- ways admired but never acquired because you thought them too high priced. This is a special offering. Editorial Misses Fall Frocks All Moderately Priced Delightfully youthful frocks of crepe-de-chine that are fashioned entirely as Paris would have them. They are all embroidered or fig- ured crepe-de-chine and in every desirable shade of the new season. Sizes 14 to 20 years. A Safe Place to Buy “Tooks” often deceive and it is only by getting right down under the surface of things that the worth of an article can be accurately measured up. And that is why the meaning of the words “high priced” is often misconstrued. This store never was and never will be a so-called “high priced place to buy.” It sells goods at a modest advance! over the actual cost. It sells tried and tested quality. What it does not sell is its good name for giving the customer full value received for every dollar spent! Quality for quality and price for price, the selling figures here stand for the uplift of public confidence and maintenance of permanent trade. We would rather lose a customer than lose our self-respect through “cheap” prices for “cheap” goods. Clever Little Dresses for Misses and Juniors Charming and distinctive frocks for girls and misses are shown now in a variety of becoming styles suit- able for school wear and for more festive occasions. Sees FD) The Smallest Things Are Most Important Sometimes the smallest things are the most important—so it is with handkerchiefs. These are stylish and in keeping with the vogue—colored fancies for suit and sports wear, white linen with em- broidered effects and a few of them are of sports silks. Specially iced. a ee Another Announcement by the Men’s Store A sale of men’s heavier union suits at an unusually low price for unusually good quality garments —all sizes and styles to choose from. 4 ¢ 4 Daintily New Philippine Underwear A special sale at unusually low prices—undergarments that every woman will enjoy wearing with their new Fall costumes because of their exceptionally fine hand- made quality. Friday Bargain Sale At Savings You Can’t Afford to Miss But once a week can you get bargains equal to these—here on Friday Morning only! Below is a list of the seasonable, desirable merchandise you can buy at great- ly reduced prices. Purchase what you need tomorrow and _ save money! Beautiful Foulard Silks Reasonably Priced A varied showing of pretty silks in combinations of black and white, navy and white, brown and white and tan and navy. A quality that sells regularly for much higher price than this special figure. A Remarkable Sale of Tailored Blouses Blouses that are designed for sports and street wear—admirably tailored and distinguished by their careful workmanship. There are sheer batistes, firmly woven pon- gees and dainty dimities—all at re- markably low prices for tomorrow. Card Wordings Ought A Little Clearance of Men’s Oxfords These were made to sell for much higher prices but broken lines created this clearance. What’s left are in good leathers, good lasts, and good styles; some with rubber heels and soles. The best choice toe early birds, of course. Feature Some of These There’s the charm of newness in our Fall Displays. For Style-Loving Enjoyment Seekers—Sport Coats. These Suits Are Guarantees of Autumn Fashions. Charming, Chie and Perfectly Styled Taffeta Dresses. There’s Grace and Comfort in these Skirts. Delightfully Pretty Blouses for the new season. The Supreme Sports Garments—Smocks and Sweaters. Prettier Hats than ever! And priced more moderately. There’s the Spirit of Youth in these Hats for Children. Fashionable and Comfortable Dresses for Kiddies. Children’s Wash Frocks that Laugh at Hard Tubbing. Undermuslins of Inviting Freshness in Many Styles. Petticoats, Specially Pretty, Specially Priced. A Host of Wash Skirts Reduced in Price. How Little 'These Beautiful Suits Cost Now! Boys’ Wash Suits Underpriced—a Temptation to Mothers. Lovely Waists Bargain Priced for Today Only. Extraordinary Prices on All Late Summer Apparel. And Now for the New Fall Neckwear Hardly ever did a new season bring such wonderfully interesting neckwear. And the best of it is, you'll be delighted with the low cost of any of this neckwear you choose. Examples of Merchandise Descriptions That Can Be Easily Revised and Used in Your Daily Advertising GEORGETTE CREPE BLOUSES $4. One of the white Crepes has collar, over-collar and fichu front of palest pink. Another that comes in navy, trimmed with biscuit, flesh with white or white with flesh, is opened back, the front in slip-over effect; collar, cuff and front lining in contrast. ENVELOPE CHEMISES 50c. Trimmed with lace insertion, or with embroidery edging ribbon run; or attractively lace-trimmed; some with embroidered medallion and lace insertions. SPLENDID CORSET COVERS 65c. A wide variety of stylish new conceptions, lace and embroidery trimmed, or just embroidery, or lace-trimmed and with lace sleeves. PRINTED BATISTE 20c. A YARD. Regularly 28c. A finely woven cloth with dainty floral effects in pinks, blues, helios, greens, etc., also in black and white, 30 inches wide. BOYS’ TWO-TROUSER SUITS $4. Good looking and well made with pleated back, plain front and patch pockets. Fabrics are sturdy cheviots, in dark serviceable colorings. Knickers fully lined. Sizes 8 to 16 years. SERVICEABLE CLOTH SKIRTS $3. -In stripes or checks with shirred back under a belt and patch pockets. Or of serge, navy or black, with the much desired shirred back and belt and flap-trimmed pockets. All sizes, waist measure 23 to 30. MISSES’ TAFFETA DRESSES $10. Dainty models copying al- most exactly those which have been selling at $18 and $20. Made of taffeta with the sleeves of Georgette Crepe. In black, navy, gray, tan or blue. Sizes, 14, 16, 18 years. WOMEN’S SUPERIOR QUALITY GLOVES $1.50. French Kid Glace Gloves, full pique sewn, two large pearl clasps, rows of silk embroidery, in white or black, self embroidered; black with black and white embroidery; tan with black and self embroidery; white with green or helio embroidery. LITTLE TOTS’ DRESSES 75c. Of pink and white or blue and white striped gingham with belt and trimming of solid color cham- bray to match; in sizes 2 to 6 years. WOMEN’S FALL COATS $17. Of wool poplin, blue, black or tan, with contrasting color stitching at collar, cuffs and footing. Shirred in the back, with a narrow belt ending in tassel, holding in the fullness. All silk-lined throughout. Pongee Bloomer Dresses for the Outdoor Girl These bloomer dresses are made of fine imported silk pongee of a very superior quality that lends it- self so readily to girl fashions of this new season. 4 4 4 Quite an Assortment of Hand-Made Trimmings It would seem that the dainty patterns of these embroideries and laces have been patiently wrought by fairy fingers and considering ’ the perfect workmanship and sheer materials, you will consider the prices very moderate. a Jeet | Now for the Tiny Tots’ Coats Very pretty little Fall modes present themselves for wee girls of two to six years. And hardly any mother can resist the tempta- tion of purchasing one at such a little price. 4 4 Here’s a Snap on Men’s Suits In plain navy serge, tweeds, herringbones and mixtures. Every suit in the lot owes its value to its make, its good tailoring and its smartness of line, and at this price. A snap. After-Supper Sale Saturday night your shopping here will be wonderfully profitable for you. Several different excep- tional values that will be featured for this After- Supper Sale to- morrow night only. Just the goods you need most are marked with lowest prices. | if = 4 alll til ; dh, Advertising Ideas AND SALES PLANS FOR OCTOBER AT 1 l Nv N ( . 3 “| ih oS ~~ [ Teerneranrd ‘ Were Getting Into Colder Weather—It Will Pay To Warm Up To Some of These Hallowe’en Party It seemed like Wolf & Dessauer at- tracted every child in Fort Wayne to their Hallowe’en Party, which was held in the big auditorium on the sixth floor of the store. Toys of every description were used as decorations—do you get the big idea with Christmas only a short way off? What an introduction to the toy depart- ment. Only those young people were ad- mitted who were accompanied by older folks, and the entertainment was in charge of a principal of one of the local public schools. And it all worked out beautifully for the Toy Department. i * a * Windmill Advertising The H. M. Horton Company of Canton, Ohio, is making use of an adaptation of the old windmill idea to call its store to the attention of all who pass a junction of two main automobile roads. The sign is mounted on a structural steel tripod which revolves with the wind, displaying each of the eight individual posters—two on each arm of the windmill—in succession. The individual signs are five by ten feet and give the Horton Store 400 square feet of animated advertising space at small cost. Worth thinking about, isn’t it? 59 O) eee Unique Monthly Billing Another little advertising idea that all of us may not be able to use, but those of us who can may find it to be a good creator of interest well worth consideration. The Pueblo Company of Pueblo, Colo., sent out what was apparently a monthly state- ment to all past customers who failed to patronize the firm during the previous month. But the billhead, instead of show- ing the sum due the firm, remarked in big letters: “Gosh! your account with us this month is zero.” A clever cartoon and a little note at the bottom telling about some exceptionally special merchandise made the whole thing very interesting and drew many of the old customers on a real buying rampage. ie ee ee | Greasing the Works The D. H. Holmes Com- pany of New Orleans have a good system of oiling the brains of employees by offering small cash prizes for the best ideas telling of new ways to sell goods in their various depart- ments. This little method creates a new interest among employees—and from this standpoint alone is worth your careful con- sideration. At least, it wouldn’t cost you much to try it. | ede Boys and Radio The more you read over this one, the better you'll like this practical idea. When the Partridge Company of Boston, Mass., were ready to start their fall drive on radio goods, they put up a special booth and placed two very bright boys in charge of the radio demonstration, with the result that sales were kept moving at high speed owing to the fact that the “youngster” salesmen were smart enough to realize that, as boys themselves they knew just what points would appeal to other boys, and they stressed these to good advantage. Boys like to talk it over with other boys— they speak a sort of “brotherly language” when it comes to merchandise, especially when it comes to building radio sets. * 8 Fk * Identifying Salespeople An idea used by the Kaufman & Baer Store of Pittsburgh, Pa., in their furniture department might be adopted to advantage in other departments of other stores. “Lookers” often return with a determina- tion to buy, and they prefer to be waited on by the salesperson who showed them the merchandise on their previous visit to the department, but almost invariably had forgotten to ask their names. So—post a bulletin board at each department with small photographs of the salespeople in that department with their names directly under them. Just think about this for a minute and see if you can’t imagine the wonderful personal contact between sales- force and customer this idea might develop into. were ae Free Suits To attract children’s trade, one promi- nent store published a very difficult prob- lem in arithmetic and offered suits of clothes to the boys turning in the first three correct answers, and for all other correct answers a $1 merchandise certifi- cate. A public presentation of the prizes was made on a Saturday morning but the names of the winners were not published in advance. Consequently, almost all of the youngsters in the city, it seemed, came to find out if they were the winners—and they brought their mothers along with them. This is just another way of creat- ing enough interest to get the customer into the store. iy Ma aes “On the Square”’ “To sustain daily interest in our store,” says a retailer, “we conduct ‘on the square’ sales each day. A large ‘Bargain Square’ on the first floor is used for the purpose, and the slogan, ‘On the Square,’ identifies each advertisement. Experienced and alert salespeople have been chosen for the square and each day a different item is offered. Small advertisements, uniform in size (three columns, six inches) are used each day, and the response has been re- markable. Everything from doll wigs to women’s coats has been sold ‘on the square’,” —try it. Clearing White Elephants Disposing of the season’s odds and ends is a rapid and profitable business at the Wade, Lietz & Grometer store, Aurora, III. Every year this firm stages a great Red Tag Sale. The town is placarded with ads, the newspaper allowance is doubled, and red tags are hung on every doorknob. Then begins the great knockdown. The original white tag is left on all goods to show the former value and beside it is a red tag giving a price so tempting that none can resist. After the sale has run for a certain length of time so that practically every- thing is disposed of except undesirables, they stage a White Elephant Sale. “White elephants” in a store are costly because of the shelf room they consume, and this firm has found it more profitable to let the things go for next to nothing than to carry them over from year to year. This is only one variation of a regular mark-down sale which helps to move “lin- gering” merchandise but the idea will prob- ably suggest many other ways of staging sales under different names but bringing the same clearance results. AD VeE-RZT IT Stian G IDEAS This Is Written as a Suggestion to Whoever Has Charge of Salesmanship and Early Fall, of All Seasons, Is the Time When Daily Adver- tising and Individual Every store manager knows the value of good salesmanship as the fall season opens up. He also knows the value of good advertising. New sea- Salespeople in Any Store seasonable items. Two seasons meet in this ad. It is dated Sept. 17, and has new goods as well as clearance items. It requires the same kind of Selling Effort Should son business depends for its start on the interest selling as the other ad only a little more of it. Dovetail in Every the public has for new goods and service in keep- The Home Store.—A new season advertise- Department ing with the new goods. ment featuring dress goods and accessories. If Waites Illustrated Store Friday, September 22 Woes sad Chdtre's Wenring Apparel, Ory Gone ont Wt pas, Carpnte Rage and Howe Fer amtunes. Daily Bus News ! Selling depends on individual members of the store salesforce. It is individual because custom- ers are individual. While a $50 sale is being made at one end of a counter a 50 cent sale may be lost or poorly carried out at the other end. Customers come into stores with definite ideas of what they want after reading an ad like this. It is a type very commonly used in the middle of the fall season. It is dated Sept. 11. sinexs Hours—Open at 8:i0—Close at 6:00 But between these extremes is the happy me- dium—making the best of every sale from 10 cents to any amount upward. Store advertisements have their influence on every sale made in early fall. This influence is easy to divide into facts so it may be recognized in relation to the goods and the department where it is carried. i 4 -ponmesinmm: SS OS PG ht A ir ; os | Salespeople are invited to look at the four a “Autumn Tri immings | od advertisements on this page. Each represents a Z With All the Colorful i WA j sensible principle on which to build good sales- Iridescence of the Peacock . 4 p p g Trimmings, tremmuings every | where! manship and while they are a year old, and ap- parel styles have changed somewhat, the idea and selling value of the ads remain true to form. z | These advertisements are typical of the kind that should be planned in the schedule of every average store during this season of the year. There is no moral. Just this suggestion: Adver- tisements are the place where customers’ wants and the goods to supply them meet. A fine place from which to draw salesmanship lessons. Waites.—A fall announcement of new styles: Sell the items mentioned just as if the cus- tomer had read the ad in your presence, right in the midst of the new apparel. Why? Because customers get just one kind of an idea out of a fall announcement: New goods and new styles. : That is what the customer has in mind when she S asks you to serve her. This ad ran on Sept. 23. Rudge & Guenzel Co.—Early fall clearance. When a customer is brought in by this kind of an advertisement she is after what is left of sum- mer needs and is interested in early fall needs. Try to show her what she wants and do it as well as the ad did it. She knows new goods will soon appear and her purchases will be made ac- cordingly. This ad ran on Sept. 1. Hales—A middle of the month offering of Paris, the fountain head | $2.95 a Pair i of fashion, is as audacious in | er dress adornments and embellish- eae tae iI | ram eae at Leia ments ax she ever was —and America has again turned to the Parisienne for inspiration, | Hats for a Woman Who Understands jer Own Pergooalty, McCallum's / Pure Silk Thread Hose $2.95 1S HyMTTNOC SHUNNING RAahint a enn / Wy » | ] i F 5 Resplendent Silks Suggest Costume Richness Soy 4 ya i i} """ Beautiful Hand-Made || | : Lac | Pres mart at 526.00 FHL Hala TTI aaa |The Six Best Sellers As Concern Woolen Fabrics ete Charming New = || El & { || NECKWEAR || E rot hte || That Giver a Fresh |! 9 9 peed || Tone to the Outfit | || woot, vevours | niet inven | |] 2 | 1 i | era EXTRA | COSTUME | SHIRTING |) H = ||: zone | ff dissa¥ yard VELVET SILKS = : fo oral] | TRICOTINE—Special—S4.95 the Yard Ws $295 Yard $1.50 Yard | A Special During the Fore-Week | nist wee | Vestees-Collars |) | — aYard |) |] sMotchedSets. || || etre ee] See eoreg = Matched Sets | Ph ge clin | (| This ; ; New One-Strap - & | for Afternoon Wear STUCm OT ee mney Te TC MMIC WRC OWI nL oa ea 7 H iG NEWS =e SAVINGS IS THA STORE NEWS FOR FRID = || seve riddonce! FINAL, oeroseu in ‘Save i in SP kerk The Surest Way is to aRH Here {= feng ht | : Our New Autumn } : 85 er OMe c =nd-o"- Hats | Re iteraepershace: aan yu2tgs Prone 3100 ‘Stylish Stout’ Corsets same lic Mave a Decided | i penn yb or for Full Figures Friday. ; ; . 7g AN ss i ‘Remnant, Met ara roe eal aw a8 am: Sy Day +] 7 Prices 810 to. 615 Niue r ga stan vey wean ray we ¥ | f “ Pais be AS | See hR 1s, 5.00 ligt to Y, off | Last-o’- i: 0 Cater Sale af ae Ss | Clearance of Remaining Lots + Gre ae oe Bath Rol Special $ leo ond Children’ $ Silk and Corea Dresses |< S) ws Wash Dreeses As Community | than 55. 00: >is a Sot te Th l pe dew ye te aS 1 : An Astonishing Sale of big bd Meteyials M Gesd | ‘ | i on c lew Arrivals in t. 3 Af okaeN7 | Con Fity ad Take BabyCaniages | Lamps and Shades i a Dan 5 way it will be at VYrice One Price $39.75 Complete | Children’s vam Final Clearance prep pS fe ree \ School Dresses }-¢ 88 Cotton i} : shed 1- -3 tw 1-2 of Summer Dresses tit “ | = | $5.00 ter ae tee - Featuring the Lloyd Loom your own ads Woven Baby Carciages - partes at Eo _at 4. Save to 4 Price—Frid: : New Black : Satin Pumps on this Rese 16 The Season's Most Fashionable Foofwear | for Afternoon ond Evening Wear Clearance. Final! 45 Silk and Sportswear = toe Se | SKIRTS »85 l % eet sre to let us have Many of These Lamps and Shades Separate are Worth the Price We Quote Se! Final Clearance Coie 3 Dresses Skiees at HALF PRICE at them — we’re ready for them Sale of or aes ‘Flannelettes for Winter Wear In the Downstairs Store | ry Special— = I Leather Bags Note the Example Values Quoted Hereunder Hosiery Prices That Compal Attention whenever you “| Gingham Petticoats The Homliest Woman $3.95 “ Ansther Group of One-i-e Sigs In the World ° DRESSES this Final Clearance Sale at 4 Price have the time ceri Ses ; ac) bs | Sd and ambition Blankets and Comforters to send them. Attractive W< 3 prs. ae 3 _prs. 60c “Rudg ge & Guenzel Co: seers ees Time to begin Art Embroidering for Christmas—Some Suggestions Podge Aprons, Nigbiquens tcd Bangulew Drouses 6 | prs. “350 sere One needs but to sce to be an enthustastic admirer of Kern's | Luxurious FUR TRIMMED MODES IN | Coats and Wraps dise ty mind. ERNST KERN —— —————-—-- i -consider the flapper’ “Delectably Tantalizin --“her” new chapeaux --“her” Fall footwear ¥3 --sher” new tailleur ad tae new Fall | frock ERNST KERN COMPANY Weodword Avenue at Gratiot—Deproit ADD WeEeR. Deles sl oNiG g Distinctive!—All the Way Through From the IDEAS Main Idea to Its Final Expression These Advertisements Are Technically Perfect By Guy Hubbart There may be a question as to how pow- erful “distinctiveness” ing goods. is powerful. its power is easily measured in its relation to other devices of the advertising man— oddity for example, or pronounced display, novelty of arrangement or of illustration. It is more powerful than these and their more common counterparts, freak prices, overstretched statements of quality and value, boasting and invidious comparisons. Distinctiveness, moreover, may be ap- plied equally to every phase of an adver- tisement—pictures, ideas, copy, illustrations and arrangement. the other devices. one phase, thus usually throwing the others out of proportion. This point is of itself sufficient to recommend distinctiveness in the treatment of an advertisement, espe- cially one which features quality merchan- in style and fashion departments. There are other recommendations: Distinctiveness enables the store to make its appeal at less outlay of space and money for space—two different but closely related expenses that should be kept in The reason for this is simple but not so fully understood in many quarters as it might be. a series of them, with a decided touch of distinction will be read by more people of a class, more classes and with more interest in the mere reading than an advertisement with no mark of distinctiveness. What Gives Distinction? There are not more than twenty stores is as a factor in sell- But there is no question that it Also there is no question that This is true of none of They must be applied to A single advertisement, or in the United States whose ad- vertising is consistently dis- tinctive. So it may be of in- terest to all but the twenty to know what a distinctive ad- vertisement is like and what makes it that way. As good examples of true distinctiveness four of a series from the Ernst Kern Company of Detroit are reproduced here. They ran recently in the Detroit newspapers and the ad- vertising man who produced them is Mr. A. C. Silverman. What is the first element of distinction in a retail adver- tisement? A likeness of treat- ment but notasameness. Ex- pressed in terms of these four advertisements, the quality of likeness is the same, easily identifiable in all four, but the execution is different—enough different to allow each adver- tisement a share of distinction but a difference of expression. This is brought about in part by the difference in illustra- tive treatment and type display and by a difference in subject matter and general theme. For example, at first glance, the top illustrations in all four advertisements look like the same figures and cos- tumes. All four are very dif- ferent in the style of costume shown but the pictures were executed in the same technic. Notice them closely and you will see. Again, the themes of each advertisement are the same— smart clothes for smart wom- en—but the subject matter used to illustrate the theme is different in each. The main captions indicate this: “Just about Kern’s Smart Apparel for Smart Women,” “Consider the Flap- per,” “Reflections in Fashion’s Mirror,” “One needs but to see to be an enthusiastic admirer of Kern’s luxurious fur trimmed modes in Coats and Suits.” are the captions in the order in which the advertisements appeared in the newspaper August 4, 8, 12 and 16, respectively, each four days apart. And, by the way, the scheduling of adver- tisements is worth a little thought and ob- servation. Four days apart in the same newspaper is just about the right interval for this kind of advertising. If these appeared in other papers it is likely they ran on alternate days. But it was not necessary to alter- nate them in order to get results. Price advertisements and all those whose appeal is more largely on the special sale basis live only one day so far as the special items featured are concerned. Distinctive advertisements continue to draw over peri- ods of two days to three weeks, not only the advertisements but the items advertised. There are several reasons why this is true but one is enough. Women who read this kind of advertising remember the items it features. They remember them when they see the garments as this or that advertised yesterday or last week. The reason again is simple. It is because the treatment of the advertisement is in keeping with the nature of the goods—distinctive. Or if it is plainer reversed, the advertising is dis- tinctive because the goods are. The latter reflect this excellence in the former. It is unlikely that the adman went through this process of thought. It was not necessary for him to do so because he is in the habit of thinking in terms of customer’s ideas rather than store ideas. Ninety-nine ---Just about Kern’s Smart Apparel For Smart Women (poy Coats--- department store advertise- ments are written from the store to the store or its executives. The other kind is written from the store to the customer. There are many effectual de- vices which will put the cus- tomer’s viewpoint into adver- tisements and distinctiveness is one of them. Many distinctive advertisements reach this de- partment each month but none has reached it which are better, for the purpose, than these four of the Ernst Kern Company. It is quite possible there are many just as good which have not come to our notice. On the other hand, there are none too many considering the cost of retail advertising against re- turns from advertising. Other advertisements in the series were equally excellent in treatment and equally distinc- tive. It would be interesting to know the general effect of this campaign on sales. There is no doubt of its effect on the pres- tige of the store and the ready- to-wear department. More stores today need dis- tinction than have it; more need to understand the value of com- plete ideas clothed in appropri- ate phraseology. That is why this page is open to and devoted to the best as it comes along. This type of advertising would not build volume for a basement section but the method employed would. Every item of good merchandise is worth a good advertisement to herald its merits. tj RNST Ref Modes Revelations of Beauty vee Woodward at Gra octions jan fashion: Ss mirror ~~ VAutumn KERN COMPANY of—Ronderrnus of Smart Wo Women’s Autumn Suits At a Reasonable Price The woman in quest of a strictly fashionable and service- able suit will find many to choose from within her price limits at these reasonable pricings. as Smart New Millinery That Is Attractive A wonderful opportunity to buy a beautiful high class hat at a price which is awfully low for new season style. | Fk A On the Sales Tables For Tomorrow Only A clearance of odds and ends of stamped articles, including cen- ter-pieces, lunch sets, pajamas, doilies, towels, pillows, scarfs, etc. All at special prices. 4 4 4 321 Wraps and Coats At a Special Price Supreme in beauty and style, fashioned of fabrics luxuriously soft and rich — garments of a smartness that will suit the most captious taste. 92-9259 A Dozen Specials For Monday Morning Carefully selected from our regular stocks and reduced in price for one day’s selling. In every instance the Monday price is be- low the new price level. "Serre The New Frocks For the Fall Season Paris aptly demonstrates her creative supremacy through the new ideas which she has sent over for the woman of fashion this fall. Come and see these new dresses and frocks—at interesting prices, too. After Supper Sale Some store friend asked us the other day if we weren’t tired of running these special Saturday night sales—of selling goods on such small margins of profit— sometimes at no profit. We answered ‘‘No’’—decidedly no!—we consider it the best store policy we ever inaugurated—it brings hundreds of shrewd, thrifty, prudent people in—teaches them the economies of this store—the dependableness of its merchandise. Tired of them? No. And we have been as untiring in prepar- ing this week’s bargain lists as when the first After Supper Sale was started. (List Items and Prices Here.) AD VtE VR Dales AINsG When Huntin’ Around for Big Game You Might Take a Few Shots With IDEAS This Ammunition By Arthur Sinsheimer Some New Season All Wool Sweaters If it weren’t for a special cash purchase, it would be impossible to offer you such sweaters as these for anywhere near the price we have marked them. ead ks Women’s Silk and Cloth Capes, Wraps and Coats Direct copies of costly import- ed models of Parisian origin. This is a collection of style garments that every woman should examine for a knowledge of what will be in favor this season. Good Looking Shoes For Men and Boys Bench-made shoes of world- wide reputation for quality, de- pendability, style and comfort. Shoes of a sort that are seldom offered at such moderate prices. Pak bh, Better See Some Of These Petticoats Just ordinary petticoats would not do at all to wear with your new gowns—so here you have some really fine models to select from. And priced very little dif- ferent from the ordinary. Here is one of those letters to send customers who have not bought goods recently. Read it over carefully and then re- vise it to meet your local needs. Dear Madam: Our records show that on (date here) we sold you a suit for (price here). We would like to know if it was satisfactory—if it met with your ideas of fit and style and if it gave you the service you had reason to expect for the price paid. We are now ready to sell you your Fall apparel and we most cordially invite you to come and see the many lovely styles we are showing. There are several coats and suits here that we believe will particularly appeal to you because of their graceful style and charming becomingness. We have just the size for you and can give you a faultless fitting. The showing of apparel we now present is one of the broadest, most comprehensive we have ever offered. It is a complete review of the season’s new fashions which we are sure will prove exception- ally interesting to you. We hope you will come to see it.soon. Assuring you of our appreciation of your patronage, which we trust will be continued, we are, New Bungalow Aprons At Moderate Cost An attractive assortment of bungalow aprons of various styles that will protect your better gar- ments and look mighty smart while working around the home. Bend aN Infants’ Pretty Slips and Dainty Dresses Here’s a wonderful variety that does not limit any mother of mod- erate means to a few ordinary styles. And the values are better than you would find even after tiresome searching elsewhere. 45400 Mighty Fine Rugs At Lowered Prices Our semi-annual sale of rugs offers you untold opportunities for refurnishing your home for win- ter. A wide variety at small prices to choose from. Aaah Baka 3 A First Presentation of New Suit Styles Here they are—the new suits for early Autumn which you have been eagerly waiting for. They are just the models you'll like, too. Fur trimmed, embroidered or tail- ored, straight lines or rippled— there are suits here to appeal to every taste—and moderately priced. Very truly yours, (Signature Here). An Eventful Hosiery Sale This great semi-annual event calls out old friends and brings out many new ones to share in these great hosiery savings. With prices so low, it is the essence of good judgment and economy to stock up for months to come. 0559459 Formosa Pongee Lowly Priced About a thousand yards of this beautiful quality Formosa Pongee are on sale tomorrow. A soft and lustrous quality, suitable for dress- es, blouses, smocks, handkerchiefs and men’s shirts. Even this vast quantity we expect to go in a short time. Be en Some Underwear Specials For Women and Misses With wintry days but several weeks off, we suggest to every woman that she make her season’s selection of knit and muslin under- wear during this “lower prices” event. 4 4 4 Children’s Bloomer Frocks of Figured Organdies Delightful for “dress-up” time —yet equally practical to play in— are these becoming little frocks that will serve on many varied oc- casions. And note these prices. New Plaid Skirts for School Girls Just the sort of handsome skirts that girls will want and need for the coming school year. Plaids in brown, navy, black and tan—all at these little prices. oy O29 Brassieres and Bandeaus Special for Friday Numerous models from which to choose will give you just the assortment you want, but the wise shopper will come early while the assortments are still complete. Excellent values, all of them. $a) 07% Silver Buckle Belts Moderately Priced The buckles are _ splendidly wrought with gold inlaid designs and the belts are of the sturdiest leather we have ever offered at this low price. Couldn’t you use one at this small cost? OVere Splendid Blankets and Other Bed Coverings At prices like these, women can lessen cost of supplying the extra blankets and comforters that will be needed when the cold nights set in very shortly now. 079 Men’s Handkerchiefs Of Pure Linen A box of six soft laundered, full sized with narrow hems and initial. At this price why wouldn’t it be a personal economy to lay in a good supply? i 4 ¢ ¢ These Jersey Coats Are Specially Priced New Fall model jersey sports coats in all the popular colors. Made of the heavy quality jersey that, compared with the quality and workmanship of ordinary jer- sey coats, would make them sell for a great deal more than this price. After Supper Sale How big is a dollar? Depends on whether you have it or not— how soon you mean to let go of it —and what you intend to do with it. Dollars are biggest during our After Supper Sales—because they go the farthest and buy the most. See them grow tonight—from 7 to 10 P.M. Such values—such prices—such chances to save money you have never known—because for three hours every Saturday night we for- get about profits. It’s our way of winding up the week—it serves the double purpose of a cleanup for us and a benefit for our patrons. (List Items and Prices Here.) ———— ee Sr, ere cro. rr rC™—~—S—S ae f na UD J a nin AND SALES PLANS Advertising Ideas | FOR NOVEMBER Ht i\ lin ‘y mi ut wiht il H.te TTT PAS Te Lots of Times We've Been Thankful for Ideas Not Nearly so Useful as These Baking Contest A recent idea tried out by The Denecke Company of Cedar Rapids, Iowa, at- tracted a great deal of interest through a baking contest which was run for the do- mestic science departments of the Cedar Rapids schools. Denecke’s offered prizes for the best food baked by pupils of all ages as long as each contestant was at- tending school. Capable Judges were se- cured and a prominent space on the main floor of the store was set aside for exhibit of all entries. The competition was ad- vertised for nearly a month. At the close of the contest, the goods which had been offered last and were therefore fresh, were auctioned off and the money so obtained was turned over to the school board. To say that the Baking Contest went over big is putting it mildly, for the entire family was interested in “Gertie’s” pies and cakes —and the number of school children that entered the contest made a great many new family friends for Denecke’s. Boys’ Handicraft Contest Continuing the good work of making new friends is always in order, and how better can it be accomplished than by get- ting the younger folks started to your store for now and the decades coming? And the periodical inauguration of a contest for boys is always in order. Start one in which the young fellows may exhibit models of their own handiwork and give prizes for those models adjudged the best in various classes. Woodworking, clay modeling, bird house building—and last but not least—radio set assembling. These are but a few sugges- tions which you can add to the other things that come to your own mind. Give prizes in the form of cash orders good for the purchase of merchandise at the store. Ad- vertise the contest well but don’t advertise the winners. Invite the public to the store on the day the awards are to be made and watch the whole town turn out to see who won. They’re great attention getters— these contests. Think it over a bit and then try one. We'll Furnish the Turkey As we “hit” into the Thanksgiving season, we re- call a pretty good idea that was used by the Kimball Co. of Columbia, S. C., and here it passes on to you for what you think it’s worth. “We’ll furnish the turkey —you buy the range” was the slogan used for three weeks prior to “the big day.” In one of the windows of the store were dis- played a number of live turkeys which strolled around in the sawdust, and scat- tered in the window were also a few stoves and ranges of all varieties. And a big win- dow card announced that the company was giving “your pick of the turkeys” free with each range or stove that was bought. It certainly made a whale of a window display and from what we heard of the sales it at- tracted, the idea ought to prove enticing to a good many other stores wanting to push the sales of stoves of all sorts. * o* OF * Shop Early Essay Contest Here is a “shop early” campaign con- ducted by the Retail Merchants’ Bureau of Detroit, Mich., which could be easily planned and carried out by any store on its own hook to good advantage from a publicity standpoint. Every public school child up to ten years of age is invited to enter an essay contest, with twenty suit- able awards to be given to the children writing the best reasons why Christmas shopping should be done early. The entries are referred to a committee composed of three teachers and two store executives, one of whom is the advertising manager. The best essays being reproduced in the adver- tisements of the store. You can figure out the great publicity to be gained from such a plan for yourself. A Real Turkey Trot As a well advertised annual event, people for miles around gather before the Oliver Hall Store of Collinsville, Ala., the day be- fore Thanksgiving to witness this unique “turkey trot.” A ten foot tower is built on top of the Hall Store building and at a given signal dozens of turkeys are let loose. And not only is “findings keepings” but to the leg of each bird is attached a $1 order on the Hall Store for the “fixings” that go with the Thanksgiving feast. Maybe this is not your idea of a new way to attract attention and gather crowds, but you will admit that it makes things lively. Kids’ Togs Pageant That a style revue need not be just the usual fashion parade has been successfully proved by the Lasalle & Koch Co., Toledo, Ohio, in the semi-annual children’s style revues which it has presented during the last few years. For spring, a miniature White House was used on the stage as a background, and the authentic Harding Blue was introduced in youthful attire by the Harding Blue Kiddies. For the fall revue the idea of art in children’s dress was taken as a theme, and a perfect replica of the Art Museum, To- ledo’s most beloved and representative building, complete even to its pillars, its broad marble steps and the hospitable lighting of its cornice, greeted the audi- ence of 3000 or more which gathered in Lasalle & Koch’s Auditorium Saturday afternoon, Nov. 19, to see the much- heralded revue. The Libbey collection of dolls, dressed in the costumes of various historical periods, was transported from the Art Museum to the foyer through which the audience passed, for the occasion, and a marble bust of a little boy, well loved in the Museum, surmounted a column above the fountain, ’round which the tots danced on the runway. As the curtains parted and displayed the setting, little girls in the daintiest of costumes, representing flowers in the Gar- den of Art, came forth and pranced down the runway to the most enchanting music; five little fuchsias, a rose, a lily, a forget- me-not, a black-eyed susan and a tulip. Thus, the symbolism of the application of art to children’s dress was introduced, fur- nishing the theme for the display of girl- ish fashions that was to follow. There followed a charming pageant of children’s togs—coats and hats, frocks of gingham and frocks of silk, party frocks and play frocks, frocks French and frocks American—ending with pajamas and neg- ligees and good-night kisses from the youthful models. Fifty-three children, all from Toledo families, participated, and as each one made at least six changes of cos- tume, more than 300 models were shown during the hour and a half which the parade lasted. Why, the happiness of the kiddies alone made the show a success. AsD VERT DS AAN*G A November Object Lesson in Practical Advertising Salesmanship All Stores Try to Interest People in Certain Lines of Goods in November. Study These Ads and Then Watch Your Own Salesmanship is salesmanship any time of the year. This is plain to everyone from the youngest junior to the most seasoned senior salesperson. Principles of attracting atten- tion, arousing interest, creating desire, closing the sale are the same in one month as an- other. But three things always affect the use of these principles: (1) The kind of goods, (2) The kind of customer and (3) The season of the year. Included in No. 3 is the kind of advertising done by the store where you are employed as a salesperson. November is an important month; so are the store advertisements for November, because they feature the store’s special values in merchandise for that month. In other words, November selling ought to be linked up with November advertising. No doubt every salesperson who reads this has been told by several people to read the store ads. Department managers tell their own salespeople what is in stock, what the selling points of each item are and why each value is priced at a certain range. All that is helpful if you, as a department salesperson, grasp it and pay attention to it. The superintendent tells you certain things, so does the store head if it is a small or medium size store. Whether or not the adman tells you anything depends on the system of education used in your store. There is no question that he could give you some helpful points if he had the time, for, to a greater extent than anyone else in the store, the adman has to deal with customers—the same ones you have to serve. There is an advertising-salesmanship lesson in every ad the store publishes. To give you some ideas, four November ads are analyzed here. You may not work in any of these stores but that does not matter because all stores’ ads have the same purpose in November. They may not feature the same goods or the same departments each day but all are interested in the kinds of needs customers supply themselves with in November. Analysis of Hamburger’s, Los Angeles, Cal. This store featured in its last year’s November ads a big Thanksgiving sale. Notice the goods emphasized—linens, China, tableware, cutlery, dining-room furniture, etc. The lesson: People be- — gin to think of goods which are needed for the household as the date for Thanksgiving approaches. Your store has this type * A Store In Readiness For Christmas Winieeane otal hae Me | hk Ranksgiving B ge } Introducing @ New and Distinctive Design “Bridesmaid” Madeira Linens Madeira Napkins, 9.75 Dozen ef KINS, Va. oer Linen Doub le The wees 0 table Beams As a Pre-Thanksgiving Furniture Event—Ham barger's Offers itful 10-Piece William and Mary Dining Suite Be clothes in November. other store. Mantel Cle Hamburger’s Popular Gift Boxes and Baskets of California Fuits and Nuts ednesday Until Noon To Honor Marshal Foch, The Store Will Be Cl T HE KAUFMANN STORE * -- ears vantes | The Shepard Stores, Boston, al ae ing Tomorrms (Monday ~— Fashionable apparel for the Holidays | Mass. jes for Mises, Matrons and Children | ne of Their Quabiy and Siylis! | se They Are Specially Priced atl] Onw i the Dance of gifts. early. | Smart Coats | Gay Party Frocks New Radium Taf} 4es ns Matrons Evening Dresses | store, or any other store. Beautiful Silk Blouses | | Reflect New Style Tendencies | | Jr tO a || Fur Coats and Searfs | 111 the Kowfimume Fur Salon Tomorrow vember. {}] 10.00 to 1850 i} Tied ¥ sy | a salesperson. [ Chic Jersey Frocks @> | for the Junior Miss | 950 ; & : a Novelty Scarfs of Wool | pre wenn ety mere 10.00 and 13.50 a) | | apr wate mat w mawe wrens | D - 7.50 to 15.00 1] [See eel | service. needs of all kinds of customers. of goods, your customers will want WIth we them and many other things. Study me your store’s early November ads Coe, ees arano as fast as the adman gets them Peper out. It will help you give Thanks- giving customers better service. The Kaufmann Store, Richmond, November outer apparel and furnishings are featured. Notice that the holidays are mentioned. This means that the adman knows people begin to think of holiday they think of them they will buy them | at Kaufmann’s, your store or any The lesson: If you sell ready- to-wear, furnishings or dress acces- sories, keep in mind that the ap- proach of Christmas holidays puts new clothes into people’s minds in a special way. They think of them as things to wear but with holiday celebrations in mind—dinners, par- ties, Christmas weddings, church events and so on. You can do bet- ter selling if you know what your customers have in mind. store ads tell you some things you might otherwise overlook. Your This ad was published 34 days before Christmas last year. can tell by the section headings; a great many items of personal and household use and a section Just think of the way these sections will interest people in getting their needs supplied IDEAS SSS SSS (The Whole Store Thrills to the H Holiday Spirit Per S. ©. “Novian” | Irish Li New Styles of © - [Dorothy Dodd Boots For Women Comoemence \a Spectat Display. and Sale Ai Uremont street} Front Cases First Floor 4 Mareelns Lai of Canton fi Gray Switches aud Transformations 9. i Gieatnsy 115 = 1.65 “ag” j | fat E BAMBERG ER é CO © 7 Amerives) Goaeg) Seusac Read your ads and be ready to serve holiday needs. Bamberger’s, Newark, N. J. Store ads are full of the best kind of xe Notice what is featured. You The lesson: As the holidays approach, people, especially women, begin to think of things the members of a family need, also—of items needed for the house. They come into your store, if it carries personal and household goods, with the same needs which take them into the Shepard Although this ad was published Nov. 20, 1921, it is, as you can see, a distinctly Christmas ad. Notice what is featured. Many items which are both decorative and useful in nature—the best kind of November items. Your own store supplies the same kind of needs, even though it may be a much smaller store, hundreds of miles from Newark. The lesson: Certain kinds of items are more interesting than others the earlier part of No- This ad offers some excellent examples. People in your town have the same interest in these items and similar ones that people have in Newark, N. J. Get a line on how many of these items are in the department where you work as Store Ads Educate All of us want to be better salespeople and sell more goods and give better Knowledge helps us improve. salesmanship knowledge because they feature the season, its best items and the ADVERTISING IDEAS How Can a Store Be Departmentized In Advertising? Careful Examination of These Five Ads Answers a Timely Question—Notice What Is Featured in Each of the Five ene Be Closed Saturday Until 6 P.M—These Specials For Friday By Guy Hubbart A Store Brimful of Values and New Things! | game Se", |Women Seeking New Fall Apparel Will Find Values r | r, . 3 = ’ rs ‘, A Plenty In Our Ready-To-Wear-Sections | Is there a practical way of telling the public what ‘Now! Meyers Bros.’ Is Ready With Their-Last, But Biggest And Best is in stock without spending too much advertising (22=30..|' KE lye ~ See ] | money? This is one of the oldest and most frequently toa St, | asked questions in the dictionary of advertising quer- ies. It is not an easy question to answer because dif- ferent stores have different problems and because the conditions of stock are subject to quick changes. Only those answers are useful which carry with them tangible evidence by way of ads which do tell the public what is in stock. The five reproduced here from Meyers Bros., New- port News, Va., are good examples of departmentizing in advertisements what is ready to sell in the store’s stocks. Each of the five deals with a division of the store’s merchandise and emphasizes each division in a way which appeals to customers with many autumn needs to supply. | oe Specislly Priced Are SPORT HATS! Frocks $2 $1 WILL BUY MERCHANDISE WORTH $1.50. $175, $2 Late ' AND EVEN HIGHER. IN FACT $1 WILL BUY ANY- THING ON THIS PAGE COME AND SAVE. TOMORROW: | Men's Pajamas $I 59 # S Oreety Undergrad | Men's Unien Suits mae |<. tt A Furor Therett Be Tomorrow || Over These New Silks and Woolens! wre LS Do st it Jersey Vests $1.95 Skating. Uda for $1 First Subject: Fashion Hu Valves 17 fer One of the ads emphasizes Fall fashions as it affects ready-to-wear and allied goods. This ad is excellent in appearance due to a well managed illustration and careful arrangement of | material. These things make a fine background for some very interesting and stimulating text. The copy would have been good anyway but the setting improves it, makes it more effectual. This kind of an ad would do just as much if half the size or twice the size, but the space used, five columns, is just about enough. Every well written ad with fashion as a theme advertises the whole store. | Note This! S lic Sa Baby's |) . Complete Layette Aiea Vai Sats toe ! Nou un Display ut Meyers Athena Underwear for Fal] und W inter Merchandised: A Dollar Day Th Jnderwea, Womer Always ureter tu * -ombme Comton Warmit ind Quality at Exceptionally tou Price The second ad by date of publication features a whole store selling event—Dollar Day. It emphasizes extra values for the money but does not fall short of featuring the store’s ability to supply timely needs in seasonable goods. In effect on sales { { i | | | Cunning New Wearables Are | this kind of an ad is just the opposite of the one on fashion; Seon. SAE ] ere In Our Baby Shop ete, the ansoctmont so larg ¢ ard the merchandise of Ano. whok week © & de given oer tc ir Presentanon for Autumn 'Y22 ut Meyers Bros commenctne Monday > : . . Wamer, Wid Find fh Eeonomy at Nu Sacnhice of Quality lp the former brings a big day, the latter establishes contact with Cee Aes a5 Wes Tesi a broad class of customers. : In appearance the Dollar Day ad is about 100 per cent above Wor tie Maderia Wear ae the average specimens of which there have been thousands rN published in the past four years. Also it has a real idea back a of it as expressed in the three lines just below the caption. fil_—) : Te Wisest Mother. Know thar “Athena’ will Give then Chuldres : Twice the Wear of Any Other Brand Specialized: Baby Shop Featured The third ad is specialized in that it is devoted entirely to one department—the Baby Shop. Yet it is still in the picture as a part of a merchandising campaign. It tells what customers may expect in the way of everything for the baby and nursery. In treatment this ad reflects the methods used on the other two—excellent display, sensible management of type and well written copy with real ideas in it. In fact, if general appear- ance were used as a standard, it is the best looking of the five. Here is another specialized ad, devoted wholl the best example of the theme of this article—merchandising goods in ads. A woman can read it and make up her mind from the items just what underwear she needs and what her supply will cost. Practically every item in stock is typified in one of the descriptions of this ad. In view of the season—middle of Fall—this is indeed a timely announcement. It tells the store’s underwear story just when custo i ith it i ) mers want to hea ; story of children’s underwear. gt an de as FYERS fl DEPARTMENT STORE ~ = y to one division of ready-to-wear. It is You are Thursday’s Ad for Friday invited : : eae" , i “ This ad carries the message of Friday’s values in a week which ended with Saturday as to have a holiday. It is an all-over-the-store ad but not crowded or over-merchandised. some of Ina way it partakes of some elements of the other four inasmuch as it includes fashion your ads goods, furnishings for men and women, dress accessories, piece goods and leather goods. analyzed : ee General Points of Excellence page at Besides their direct reflection of what is ready to sell, these ads have some general any time points of excellence. First come first served They are consistently good looking, a point which is worth money to the store because good appearance magnifies drawing power and sustains prestige. There are no comparative prices and no extravagant statements, gaged and attractively priced. Space is logically used and economically managed as to allotment of lines. Last, and most important, there are ideas in the ads and every section of every ad is in- teresting in so far as it is the function of an ad to interest. Interesting copy is always in- formative. And information is what the’customer is after when she reads the ads of the Meyers Bros. Department Store or of any store. The ads were planned and written by Lionel A. Mohnkern, advertising man for the Mey- ers Bros. store. Values are sensibly Distinctive Coats Exceptionally Practical ” A happy combination of “style and “utility” is the dominant char- acteristic of this season’s coats which will so admirably meet your needs this fall. You have need of a coat now if you haven’t already purchased one so why not choose while our selections are replete with these newest of the new styles. We're Ready Now The Thanksgiving sales are now going on and this page of special items in linens, china, glassware, and general kitchen and _ house- furnishings ought to prove “pocketbookly” _ interesting. And just this added word about Christmas Shopping. We are all ready to serve your Christmas needs Now— Shop Early. Early in the weeks and early in the days for personal comfort and service. All That’s New in Separate Skirts With separate skirts always fa- vored, you will be more than ordi- narily interested in these selec- tions, especially since the displays are fascinating from the view- points of both varied assortments and attractive prices. | ok | Some Mid-Season Millinery Modes In keeping with the ever chang- ing whims of Miss Fashion, our millinery section presents a show- ing of hats distinctively new and stylish. Exceptionally becoming varieties are here at the following luring prices. Be PK, A Remarkable Collection of New Fall Dresses This assortment emphasizes this store’s ability to meet every dress requirement, be it a model appropriate for street wear or afternoon wear or for “dress” oc- casions. And doubly attractive are they at these costs. ROTH Silk Jersey Petticoats at a Trifling Cost Splendid heavy silk Jersey pet- ticoats in tailored and ruffle-trim- med models are now obtainable in all the predominant colors at this special price. 4+ + 4 Your New Corset and Your Costume These two items are so closely related that when you think of one you instinctively think of the other. Your corset must be so fashioned as to emphasize the style lines of your new outer gar- ments and for this reason you will find it advantageous to select from our stocks which include a large variety of models—a style and size suitable for every figure. ADVERTISING Werre Hitting Into the Rush of the Holiday Season—These Might Be Useful Time-Savers IDEAS By Arthur Sinsheimer Every Woman Admires Some Pretty Neckwear Here are some new styles that are arriving, constantly making our assortments of continued interest to those who desire daintiness in the details of their apparel. Re- cent shipments include— 4+ ¢ ¢ Some Good Umbrellas | of Union Taffeta These are for men and women. Silk and cotton fabric, tape edges, silk case, white and amber tips and tops, amber and colored bake- lite handles, leather trimmed and many other styles to choose from at this special price. Smart Lace Trimmed Waists and Blouses Exquisite hand made French voile and Japanese silk blouses with real lace medallions that are set in with hand drawn work and beautiful hand embroidery are spe- cial tomorrow at these prices. : Pet et) A Special Offering of Beaded Bags Here is an exceptional display of some of the nicest draw string beaded bags we have ever seen in the market and we are offering them tomorrow in a wealth of ex- quisite color combinations at this exceptional price. Here is a Thanksgiving Proclamation that is specially written to occupy your newspaper space the day before November 30th. It’s a booster for everybody and can’t help but create a general good-will feeling between your store and the entire community. To-morrow Is Thanksgiving Thanksgiving Day is a Public Inventory Day—a time to take stock of the bountiful supply of blessings which each one of us has received and enjoyed during the year—the Day set aside by Our Great Re- public to collectively and individually Give Thanks. As a Nation we have many glorious things to be thankful for, chief among which has been our leadership in the cause of Justice, Democracy and Good Will to all the Peoples of the World. As a City we have cause for thankfulness in that we have pros- pered under the guidance of the carefully selected officials whom we have duly elected to govern our municipal organization. As Individuals we offer thanks for the great personal blessings of health, prosperity and happiness which we have enjoyed during the year. And as a Store Organization we give thanks at this time to all of our good friends for the spirit of practical cooperation extended to us in our endeavors to serve you with the necessities of life and hap- piness. To be Merchants of Our City is a privilege which we hold very dear and for this reason we publicly express our Thanks in terms of heartiest appreciation To You All. Imported French Blouses at a Modest Price Beautiful hand made and hand embroidered silk crépe de chine imported blouses that are exquis- itely beaded can now be obtained in all the newest shades at the following moderate prices. be a? Linens for the Thanksgiving Table With Thanksgiving just around the corner and Christmas not far off, the demand for household lin- ens is at its height. We are meet- ing it with a big and diversified stock which will satisfy your every requirement. Here is a good idea of the present prices. 6.50749. Japanese Reed Sewing Baskets Here they are in various sizes— roomy baskets in finely woven reed with mahogany finish. Decorated with Chinese coins, beads, silk tassel and ring handle. 4+ 4 4 A Complete Stock of Fine Hosiery Isn’t it advisable to supply your needs now for the entire fall and winter while you can obtain the styles and sizes at these moderate prices for high grade silk, silk and cotton, cotton and wool hosiery. Smart Sets in Collar and Cuffs Here is a new assortment of collar and cuff sets with combina- tion of Irish and Filet mesh lace medallions specially priced for to- morrow’s selling. pat Pra} Handsome Veilings in Attractive Designs Here are the newest notes in veils for the fall and winter sea- son. Designed for wear on most any occasion. All of the new mil- linery colors are repeated in our splendid selections, affording ex- cellent choice at small cost. +5 tare ’Tis Now Heavier Underwear Time Men—you naturally want the best underwear obtainable for the price and in this respect we want you to know that we carry several branded lines which excel in qual- ity, warmth, fit and service. Bet- ter come in and look them over. 4 ¢ ¢ Indestructible Pearl Beads Are All the Go And here are some beautiful chains of these indestructible pearl beads with 14 Kt. gold ring clasp, 27 to 31 inches long, priced for special selling tomorrow at the following figures. f Gloves to Harmonize with Your Costume The key to “correctness” in dress is at your finger tips—in your gloves to be more explicit. Gloves chosen with due regard to the cos- tume are indicative of discrimina- tion and good taste. Our assort- ments meet every dress need and each pair embodies that quality which assures satisfactory service. Shop Early A good beginning makes for a good ending in Christ- mas Shopping—Start Now. Slow beginners are very apt to prove slow finishers and, judging by the mad rush every year during the last few days before Christmas, you can help us, help your- selves, help our delivery serv- ice and our salespeople by doing your Christmas Shop- ping Early—early in the month and early in the day —please. Stylish Fall Suits Priced Most Moderately When the splendid quality of the materials and the exquisite fashioning of the garments is con- sidered in connection with. the very modest prices asked, these suits have an attraction for misses and women which is almost irre- sistible. Take note of these. Paes FS) Here Are Children’s Novelty Handkerchiefs A good idea for Christmas gifts. Seven dainty little handker- chiefs in an attractive box, each *kerchief a different color with a different-day-of-the-week embroi- dered in the corner. Novelty edges in self and contrasting colors. 0056209 These New Blouses Will Charm You There is an indefinable “some- thing” about each blouse that dis- tinguishes it from the rest and gives it such potent charm for those who admire “distinction” in dress. And considering the excel- lence of styles and materials, they might well be termed “low priced.” 4 4 ¢ Dress Accessories Are Important When carefully selected — gloves, neckwear, veils, hand bags, corsets, etc.—the result is appar- ent in an appearance both pleasing and correct. Selection here affords assurance of ob- taining the de- sired result, for assortments are very complete with the newest dress accessories the season has produced. ii iin etn iw anu Advertising Ideas AND SALES PLANS FOR DECEMBER lj Ms iN oN 4 | with) i E 7 Saas ON AG “ Oe runners Plan To Do Some of These Things Now Results Will Show in Increased Business The Gray Shop An idea in Christmas store service was inaugurated when Hamburger’s of Los An- geles, Cal., opened the “Gray Shop for Gifts,” which consists of separate little ad- joining stalls in which merchandise from every department in the store has been gathered for quick gift selection. Each stall is a miniature specialty shop by itself and enables customers to find any kind of Christmas gift without having to shop all through the store. A sort of “concen- trated” shopping idea that would work out well for any store during the rush of the last few days before Christmas. 5 as, alae Free Pennies To attract the children to Toyland, the Rampe Store of Ottawa, Ohio, staged an unusual stunt when the management dis- tributed free 1000 new pennies to the kid- dies of the town who visited their toy de- partment. Of course, the time and place of the distribution was previously an- nounced in the daily. papers, and the man- agement couldn’t help but report that the stunt was a most profitable one. Wouldn’t you give $10 to get every kiddie of your town into your toy department ?—of course accompanied by a parent. * > ri Be Pay on Installments The sale of toys on a small payment down and the rest in weekly amounts, all to be completed before Christmas, is a plan that a good many parents will like, es- pecially those who want to buy their chil- dren the more expensive and better play- things but haven’t the ready cash to do it all at once. Yk SEI Christmas Square A new feature was introduced over in Newark, N. J., when L. S. Plaut & Co. in- stalled their “Christmas Square.” It’s a small squared section in the store where a different item at an exceptionally low price is featured each day until Christmas. For the first day, petticoats were offered, next day, chil- dren’s sweaters, then dolls, etc. Here’s a good idea that’s easy to carry out. A Monkey Show The Bullock Store of Los Angeles, Cal., by way of making Christmas one of the most festive occasions for the children, in addition to an extensive and elaborate dis- play of toys, introduced a monkey to per- form on the toy floor, which found much favor with the small visitors. To get a suitable name for the animal, a contest was staged and hundreds of children turned in their favored names. “Tricksie” was the name selected, and the children made al- most daily pilgrimages to the toy floor to feed peanuts to Tricksie—and, of course, viewed the Christmas display of toys each time they came. We understand the zoo will cooperate with anyone who wants to borrow a monk for this glorious purpose. ae fs kc *K Radio Help Feature a group of parts, at a special price, that will make a complete radio re- ceiving set, and with every purchase in- close an order which entitles the recipient to full and practical instructions for wir- ing the set at your radio department after he receives it as a Christmas gift. A Kindergarten Visit You can work up this idea yourself. Get the schools to send their kindergarten classes as a body to visit your toy depart- ment. Have the group in charge of the regular teachers and let one of your own salesforce act as “traffic officer” on the way to, and in, the store. Have the kiddies understand that at the blow of one whistle they are to start, two by two, in column formation. At two whistles they are to immediately stop. In this way your “traffic officer” can guide the class safely across the streets and through the store. And what a great time those children will have! kk Ok Ok A Radio Christmas Minneapolis did it, why can’t you think it over? Get several of your local mer- chants handling radio goods to chip in and © get a broadcasting license from Uncle Sam in order to render Christmas merchandis- ing stories of interesting nature to your local and out-of-town customers. If you can’t do that, get your present broadcast- -during Christmas business, ing station to turn over the use of same— for a sum of money—and give exclusive radio talks that will induce the inhabitants to install radio sets in their own homes and also make real Christmas gifts of them to friends and relatives. Wouldn’t that be great as a stimulator of radio sales? kK * Aisle of Gifts This was a feature of Christmas mer- chandising at the three department stores operated by Ed. Schuster & Co. of Mil- waukee, Wis., and it proved very profit- able. The “Isle of Gifts’ was an attraction featured on the second floor of each store where desirable gifts were shown grouped under separate prices ranging from $1 and less, $2 and less, on up to $5. Every shopper liked the idea because it made selections easier and quicker. Take a Ride The Leiter Stores of Chicago, IIl., pro- vided many amusements for the children and one of them was a large track railed off at one end of the toy department where the children enjoyed one free ride in small carts, drawn by goats and ponies. Incidentally, every purchase made in the store carried with it a specially printed pass granting three ad- ditional rides to each child. And the kid- dies certainly helped parents make pur- chases in order to get those extra rides. * Old Black Joe Try this for your “Kotton Karnival’ or for any sale designed to push cotton goods. There is nothing like a live scene to attract attention to your section. The simpler and homelier it is, the surer the appeal. For your cotton goods sale feature a typ- ical southern darky scene. Have an aged negro made up with white hair, spectacles and all the fixings, seated in front of his cabin, strumming on an old banjo. Dec- orate with raw cotton and a profusion of the finished cotton goods on special sale, bearing the price marks. This has actually proved a good drawing card and will again if you stage it right, and Old Black Joes—with banjos—are easy to get in any town for such an event. ADVERTISING IDEAS Here Are Some Good Specimens of Advance Holiday Advertisements Worth Careful Study The Privilege of Distributing Finer Fashion i is Legs THIS SBRFTCS HAS MANT RACTS OF WAICH THE MOST DMPORTANTIS THE ENTRE FE HAVE WON OF PROVING It Is Interesting to Note the Wide Range of Depart- ments-and Items Featured OF WHICH CAN NOT DE OVER ESTIMATED. THB PERSONNEL OF OUR BUTING STAPF. RECAUSE OF Vaid by Stores in All Sections of wc ivtaoravacr eee A # ade FOR THESE REASONS AND DUB ALSO TO THE PER the Country—And It May pa hep Pa 8 Wau Y < Bags INTEND THAT IT SHALL CONTINUE. Exclusive Gift Misce Hlancous Gifts Suggestions for Christmas Give You an Idea for Your Own Campaign | Late Pre-Holiday Portrayals Geo. R. Taylor Co. GLORIFIED GAYETY sexvice Gowns Frocks Dresses} ( Ta Complain Assemblage tw Mect the Demand That Preeeedi the Holidays ==> Easy to Make Guts vey Moderately Priced Stewart Dry Goons Co gy ferearaird al ‘Smaare Donen F Potks For the Holiday F sstivities | TOYLAND! $50.0 wh To $145. 00 — Tinlerlabel Christmas! It’s a Season of Giving yee the Entire Universe From the Hovel to the Mansion This Same Spirit Is In Evidence | —Some Are Gifts Luxurious, Others Are Simple Re- membrances. But Just the Same It’s the Gift-Giving Spirit That Prevails smd vk un Coat Str act with Crt hse wth he atc of or ale len Polya cate ee veal pleanare Christmas Shoppers Will Throng Our | Aisles Tomorrow Shop Early In the Day--- You'll Find the = es tore Less emake? | IERE ARE SOME ATTRACTIVE GIFT SUGGESTIONS = Coats of the Season $95.00 to $160.00 Special Selling— Monday Only| “* of Extraordinary Fine Fabrics SILK Crepe Reverss ie DU Lafe Sone Midsedsan Millinery $15.00 to $37.50 Packet Sale $10,000 Worth of Silks To Be Sold In Pockew of 1-2 to 10 Yards Each At% to % Original Prices Underwear Crepe de Chine Oe SS Ta tae 89% the Yard sondar ontr Many times it’s an easy matter to do our own work better by seeing the other fellow’s. But why not give him a chance to see yours? —it’s a fair exchange | and we’d like you to : send some of your ads in so that we can use them on these pages. DVANCE holiday advertising A is always important. It was ten years ago. It was last year and it ought to be this year. If it is to be important in your store, several things need to be attended to now. The first point of importance is the store’s idea of what advance holi- day advertising amounts to in holiday business. Does the store expect to get the bulk of its extra business with- in the two or three weeks preceding December 25? Or does it expect to start to reap just before Thanksgiv- ing and do good volume up until clos- ae ing time the day before Christmas? In either case, advertising is im- portant, especially so in the second case. The second important point has to do with the merchandising of the ads from now on. What departments ought to be featured, what kind of items, what type of values? It is better for the adman and for the store if these things are planned now and carried out according to plans as nearly as possible. Point three: What kind of adver- 800 Pure Si Knitted Ties Wil Be Sold For 79c Each BOXED STATIONERY: MAKE PRACTICAL GUTS Are you letting your sales- people study these pages with a view to improving their work? Begins Tomorrow at 9 — Offering Mental al Pict is. Toe Anema Drrarns Dal @ 48 Por of Ind Monday 's Sale Of‘ers Exceptional Values in All Depariments penn New FN Go citi p oes he cso Lbtest and most fashionable Women's fod Accessones. We have just recewved and wall place on sale Monday. wonderul valuesin every departntent. The light woo! wrap Allavool surt suits Warm Wool Scarfe Spec Moliay Offering 56 Exquisite Bning Gowns, Regular $49.50 to $69.50 53331 Values. Special Monday To elo rg pec ohn erg ag bo eo ther entry wack of Evenang Gera. We sl place thom on ule Mond &. x at Is en temmctre' ot eeciaplpereps apne aed See wdow domly. (Abe store extra) tisements are best from now on until pene 267 Beet Ng La Fal Hate, Rar $995 Christmas? hese $7.50 to $10 Values. Extra Special Monday $6% Spe pal peepee pore Will big, fully departmentized ads __ 68 SSeS featuring the entire store bring in the most business? Or will Poa epi prada Women awd Misses’ HighGrade 526° smaller space ads, specialized to one or two departments or one {$5350V sie Special Mondoy or two types of goods, do the trick? This is the real problem which each adman or adwoman must definitely work out. Spee 5 = eos HERMAN STRAUS § SORS @ ex Siewe—> HERMAN STRAUS 6 SONS @ io-ere~s HERMAN STRAUS & SONS @ : - = se a —— For 50 Years Straus’ Has Been Selling Dependable Merchandise At Lowest Possible Prices Some stores use the first kind, other - ; agers a) stores use the second. Many combina- The Holiday Git SI bons Open Monday i “Unusually Good at aoe ng rn cen EIA tions and variations are always used. | Ng : ae yh These nine ads are examples of the Tei At gon gay ey ¢ general run of early Christmas ads. Take your choice, but be sure you decide on a definite program. Hit-and-miss Christ- F mas advertising is costly two ways: In | The Maker Caled Ta His Salmon ees best space and in lost attention. Plan a holi- and Sold Us Their Sarmple Hats To Se i day campaign and carry it out. Planning means more than making up the mind. That comes first, of course. Then comes getting the plans into tangi- ble shape so every department head and every one connected with selling can hitch his effort to the big plan. Plan for merchandising the ads day TheWintengerer Co. Baan act Wal Ookls Md Sores SoU This Store is in Readiness, for the Early Christmas 1s_ Shoppers icine f comrocrtnvt by day. The time is more valuable just HANDKERCHIEF |_ before Christmas than at any other time of year. Plan the kinds of items you intend to feature each day. Decide on price ranges, on varieties of goods. Plan—and then keep on planning the ads until the store closes Christmas night. It is better to plan a little too far ahead than a little too far behind. Monday—$1.00 Down Will You This ADVERTISING IDEAS Adpeople Will Be Interested in the Idea Behind These Two Advertisements Whether or Not a Store Recognizes the Fact, Customers Are Always People—Just as People Are Always Customers of One Store or Another By Guy Hubbart = s \ i Me es TRADITION prescribes that we \\ =) a SS ee gifts to the bride—not only ia 2 ae 2 z Th to the naw bride, but quite as much in | we Las we honor of her io\ whom the dignily end f race of years have been added. The fait white sheet on which few words have as yet bees writ- ten is for the bride of oe year. ‘One may givt her: “Letters of James Huneker,” by Josephine Hubsker, $2.94 Beek Departement, Mile Peary ors As etching by Zorn,/ $124.00 thitese Deparimann Foun Mont, Me sereek, After five ytart ove is quite sol- - idly dstablished in matrimoay. Lo order are such gifts a»— Caek Deptt, Fretth Peer, m Hand Sth sts ed Ag ; 1897 board, “I a0 un wh ee )) THe gracious custom of remembering with a gift the anniversary of the bride is so old that the exact origin of the names for the various ‘weddings’ has long been forgotten. We only know that since the Middle Ages cer- c tain tokens have been thought to be fitting for Ea certain years as remembrances from husband to wife, and that as the years increase they grow more precious-—-from the fragile paper gift of the one-year bride to the gold of the bride of half a century. Recent, 58 Birt A decoeative painted tray, $2.69 Bebreier? Demriment, Fearth ee re og 8 . To the family and friends who join in the cele- ES bration we offer appropriate gift suggestions for 23 ne the anniversary years from one to seventy- ve. kr Tor Brides of the Other Years Jor the Straw (1920) Copper (1915) Pearl (1892) basket. $1.79 A clouoane vase enameled on < Marganta pearl necklace, $76.89 Bride of 1907 S wearth Finer, th Shrevt, Rear. pert 1048 Mala Flew, Hus Devnet Rraedwa Candy (1919) rane Pew, ommder, Coral (1887) The fitteto-yeen bride may revel Git at Bronze (1914) * A white coral necklace of graduated ‘agua thee bore baaken of sweet | 1 96.34 Book end with design of sterling beads. $24.89 fa + cootent. a oi ailver, $8.44 Main Fleer, Mth Severs. Brendvray. is Sith (1918) "Pottery (1913), Aer sastis pea 3 ay ath tw a (apres ae et of A hand-omde boudoir cushion, A pat of yellow candlesticks, rattaie rab ye 528.50 aria yellow, 89 a vel 312.89 34.98 pair Mala Fleer, Suh Birt, Drenden, Prarth Fleer, Muh Street, Boor, Basement, Sih Gira Trees, Sapphire (1877) An engraved punch-bowl with 12 lasses, $44.50 Tron (1916) Linen (1910) A bar-pln set wath six sapphire) and A gold-encrusted bowl, 89.14 « dumond, $79.50 A preeful bridge-lamp, $4.79 Madeira tea napkins, 86.44 dow. ,- Basement, 14th Bcreet, Prom. Gecand Fides, S5ch Strobl, Bar. ‘Male Fleer, Hib treet. RH. & Co Herald Square Gro, New York For Other Macy Advertising See Page23 and 25 A trirrdr in « quaint painted and ilded frame, $6.94 Marve Depariment. Franth Fieer, Mia Biro HERE are two kinds of ideas behind each of these advertisements. One idea is the same in both: the idea of selecting suitable gifts of any kind for anybody. This is the conventional thought behind all merchandise of a gift character whether the time is Christmas or any other time. Every store has many lines and even several departments of mer- chandise which are easily classified as gift goods no matter what extra ability the items may have. In so far as the general idea goes, the R. H. Macy & Co. advertisement and that of Rudge & Guenzel Co. serve the same purpose—the suggestion of what to give. Whatever items are listed and described serve as types by which the customer may be guided in deciding what to give. The general idea in both advertisements is the idea of suggesting and the idea of giving. In both, the customer is made acquainted with the thought of giving someone something and the additional thought of how to select the gift. Both advertisements go farther than suggestion. They dwell on specific examples of suitable gifts. In this respect the two announcements differ widely. The Macy advertisement special- izes on gifts to the bride from the anniversary viewpoint. It suggests the nature and kind suitable for each anniversary and itemizes out of vari- ous departments with brief descrip- tions giving a range of prices. These items are typical of others to be found in many departments of Who in the world baa eve eh No Chests ie) Cedar Ever Welcome, Always Are Dainty Handkerchiefs 0 had enough delnty bandkers Bier 8 Rudes & Guensad Co xt vady te go inte Ch Necklaces In Honor of the Bride of esterycar hor the Bride of 1862 ‘What but the diamond could fittingly the warriage of uxty yean? One might As exquisite wristwatch of solid platarum encrusted with diamoads, $114.00 A diamood and platioum sarf-pin, $94.50 A bar-pa whose top of filigres platioum is set with three diamoods, $79.50 Jewelry Department, Mala Piper, ih Senet, Brmadirng A light of legend aad glamour rests on the bride and who celebrate “their golden wedding day.” would be happy to recerre— A choice clock of gold enameled in yellow, $74.50 A gold bar-pin set with pearls and aquamarines, $47.50 A gold locket, finely chased, $29.50 dew alry Department, Main Fleer, Mth Serve, Breadwer iA Br the Bride of 1897 The bride of « quarter of « century would wirely tbe charmed with the ft of — A graceful sterling vilver ugar and creamer, 3/889 set A. pau of sterling ullver candlesticks, $/2.48 pair A hasdled boo-boo dish with « prerced edge, $9.24 A ull slim silver vase of attractive shaps, 36,94 A aetling silver mayonnaise bowl, $6.44 iver Deparment, Mala Fleer, Bredwey COr Tor the Bride 5 br the Bride of 1902 China will be welcomed by the housewife and hostess twenty year. We suggest— ‘Charming Cauldon desert plates m am un- ususily lovely design, yellow, rose or blue with gol 3134.00, $143.00, and $178.00 a dozen Cauldon after-dinnercoffee cups and smaciwe tm lemon or rove with white an $49.75 @ does A quaint Crown Staffordshine ten-tet— dai Caine Oegaeemant, Basement, BUM Mireet, Her path shall be strewn with gifis—so do we amend the old proverb Charming Fitted Leather ff Articles of Alt Kinds & tn Center Atsle Give Our Silverware te 4 COMMUNITY PLATE 147 ROGERS BROS. Be thought that prompts ul? , "nment displayed by the giver in the selection of ev Bici/f should have a “worth”, “clue” and “dis- Hl el's was never more inviting than it is now, and a well prepared with gifts as well as with gift sug- B nt has been attuned to the Christmas Spirit. |: (hrough this Christngus Store--come visit every 5 Day Christmas Shoe Sale airs at 20% Discount Dorothy Dodd Shoes Silk Hose J & T Cousins Shoes _ The Welcome Gn: Grover Comfort Shoes r eonae at Silverware ait of of Bequty—of distinction—et coe STERLING SILVER CO, the store. They appeal to many classes of customers, and by virtue of the anniversary thought are magni- fied many times because two people may read the same ad and get from two to ten suggestions for gifts. In the Rudge & Guenzel ad the specific appeal is Christmas gift suggestions. Items are described from many departments and many lines of goods and ranges of prices are given. Of course it is the gift idea which makes these advertisements interesting. That is plain enough and there have been and will be hundreds of advertise- ments based on it. Many of them will be displayed and written with as much skill and care as either of these advertisements. But none will have a better basic thought than is expressed in the introductories of these two advertisements. One of these introductories begins: “And what is there about a gift that makes it welcome or precious?” The other begins: “Tradition prescribes that we bring gifts to the bride—not only the new bride, but quite as much in honor of her to whom the dignity and grace of years have been added.” Both the admen or women who wrote the copy for these advertisements began with the thought that cus- tomers are people, human beings with the thoughts and impulses of human beings. It would have been very easy to have written the copy as if the goods described were only something to sell and the cus- tomers only buyers with a certain amount of money which the stores would like to have. Instead, the idea back of giving is put foremost and what to give is put second. Writing Portfolios ules, Siipbers, Muster: Ribbon Corsage Bouquets And jn metallic effects. Beautitul combinations 7+ S8¢ to Dainty Neckwear LP. Is there Abouflal GIFT it Welcome or Precious? Christmas Candy from Rudge & Guenzel Co. Whar ls Christmas without good candy 1a H Tourist Fitall Cases i of Leather ein miu 28s $2.65 to $5 Hosiery Scerioe—Street Floor. Huve monk Looked Over Our Gift Calendars Chinaware ae poe Gijt Tablgs? —What s charm they bold for Seck Git especially whe A Big Value in jes are. ore) rive me e—Bt:ect Floor, there @ hers or other mother- iy persons on your list, for hance Handbags uakers waut pretty dishes, —Nere's « group of rood Leather Hand Tags igcent valve —For instauce, hore ia Faney come China at 25c, We, 81, $1.95, $2.95, be ee an Shins ¢ , $2.95, Sulckly an Christm $5.95 and $4.95 ‘which includes {al Ghtistman pe eae Suses, sugar and eream sets, plates, Center Alsle—Btreet Floor, Bon Bon dishes, cake sets, eclery sets, chocolate scts, tea pols, cups Ror enna pln Toy Town ware yee EIS Is Overflowing with —Then you'll find hand painted Toys and People, Nippon Plates in boxes on other —It's athrob with life. Crowds of tattes aclling at 396, $1 cx 15. happy chitdren anc smilitix per. 4 —"What should f get my Boys?” Fancy China asks a perplexed Father. Que sales man tells bin. Fi The Gift Handsome —The finest box of stationery. u ean byl Gift Gloves —Faney Dresden, Doulton, Mire Sa Sr ae = aS (on and Rosenthal China ile pit” suet nnpthen, Our sales * —Minton Service plates at 435.00 sieled VaMiniee eee dozen up to $150 doxea chhwaie Deepa aire iors that our salespeople are reliable - 7 counsellors to pargnts in . douBt. Come to Toy Town on Floor Three —Lefore it is too late Beautiful Silk Underwear ste Might Gowns at #5 to $27.60, BO Yor ot 13.10 16 ~ Bik Teddies aad CBemion at 3.15 to 1850 Underwear time Teo a” A Page of Christmas Copy Suggestions for & 6S Quick Use in Your Rush Season Fashionable New Apparel for Christmas Holidays Scores of women are buying apparel for Christmas gifts— others are selecting new suits, coats and dresses for their own wear during the holidays and there- after—all prices are consistently low for style, quality and fit. Dy hese An Alluring Array of Wonderful Dresses Considering the adaptability of these dresses as gifts—their prac- ticability, usefulness, acceptability and beauty, thousands of dresses will be given this Christmas by thoughtful people — and here’s your opportunity to purchase them at moderate prices. | ah Mase A New Coat for Christmas Having just received some smart new models in wonderful coats, we invite you to see them on display tomorrow and partic- ularly note the pricings. qr ay ane What to Give Is the Question Our store answers this per- plexing problem through a wide variety of sensible gifts that are useful and acceptable, for all gift giving purposes. 9. 9 How About Some Drapery Gifts If there is one room in your house or in the home of your friend that needs new draperies, select them from this special dis- play and make them your practical Christmas gift for this year. q+ 4+ 4 Christmas Things in Useful Needlework There’s a wealth of selection for useful Christmas giving in the assortments of needlework shown in our Art and Fancy Goods De- partments—all well within the reach of even the smallest purse. PR J Christmas Stationery Is Always Acceptable A wonderful showing of novel- ties in stationery, especially in dainty thin and exclusive papers which will make both serviceable and pleasing gifts to anyone. 02 -Sae Gifts in Silver Toilet Accessories Among them are brushes and combs, mirrors, picture frames, jewel cases, pin trays, dresser trays and the more elaborate dresser sets, bottles and manicure sets. All most reasonably priced according to your selection. Vale 749 Lovely Waist Styles for Christmas Giving Multitudes of them offering ample scope for selection at epeices that you will agree are most reasonable. ASD EER Tas cleNaG IDEAS By Arthur Sinsheimer Make These Rugs a Family Gift The entire family can join in the purchasing of these rugs, giv- ing and accepting it as a Christ- mas present all around. Here is an idea of qualities and prices. Dainty Undermuslins Are Welcome Gifts Here is a special display of un- dermuslins that are specially de- sirable for Christmas giving. An all inclusive assortment neatly packaged and lowly priced. Kill two birds with one stone—here’s a feature editorial that will help you accomplish it. A trade-at-home and Christmasy idea all wrapped up in a flow of community language that ought to thrill the ““home town folks.”’ Put it over strong—print it in newspaper ads on pack- age stuffers and everything else that you have printed—and watch the result in increased sales and profits. PROSPERITY Is a Home-Made Product GOOD TIMES are neither an accident nor a dispensation of Provi- dence. Prosperity is man-made. Each of us is a worker in the pros- perity factory. It is not only our duty, but to our interest as well, to keep home ‘industries running to capacity. Make This a Trade-at-Home Christmas Cooperation cannot help but bring prosperity to Our City, so let’s all pull together. Concentrated energies gather force and power. If every one in this City would spend as much as he or she could right here in town on Christmas Shopping, business would reflect itself in a general boom which would be of profitable advantage to every citi- zen living in Our Great City. First—It wtll benefit YOU by the guarantee of values by merchants whom you know to be absolutely reliable. Second—Your purchases will greatly increase the buying power of those merchants who are in a position to in- crease our City’s wealth of supplies. Third—Your purchases at home will help the whole City by increasing every citizen’s loyalty and keeping a natural circulating wealth at home where it belongs. START RIGHT! Let’s all boost the town we live in. It’s a great City—let’s make it Greater by cooperating and concentrating our energies on Home Training. Let’s begin with Christmas Shopping HERE and NOW! If we, as merchants, haven’t exactly what you want, give us the opportunity to get it quickly for you—and at a price that couldn’t possibly be less than what we’ll charge you for it. Try and Prove It! Let’s Manufacture Prosperity Together It Can if You Do Be Done Your Part TRADE AT HOME THIS CHRISTMAS Beautiful Silks Make Sensible Gifts With most women about town having confidence in our line of silks, why not give waist, skirt or Here Is the Newest Millinery And as many women are going to give and receive a new hat asa Christmas present, here is a pur- dress lengths as a practical pres- ent? lected. A short heading that you can use at the top of your full page Christmas Advertisement and then follow it up with as many short item headings as you can get well distributed on the page. It can also be adopted as an editorial LEAD. The Hustle of Gift Buying Is on and You Haven’t Any Time to Waste CHRISTMAS SHOPPING DAYS ARE NOW HERE Even though you may have bought some of your Christmas needs, do not let up now—buy today—every day till your buying is done. Buy at This Store of Useful and Practical Gifts Above all things else—glitter, richness, even beauty itself—be sure your gifts are Useful and Practical. Gee-gaws, trifles, senseless, gaudy novelties made to catch the thoughtless shoppers, can be bought most any place, but where we have concentrated is on the great assem- blage of Practical Gifts for your every selection. Here Is a Full Page of Gift Things That Are Useful to the Nth Degree chasing opportunity not to be neg- ‘ $ Glove Gifts Are Always in Order As gifts, gloves are always in good taste and this season they are more acceptable than ever because of the great range of styles and colors one must have for the new costumes. These prices are re- markably low, too. oe eae Favorite Perfumes for Christmas Giving Make your selections from the single bottle of a rare essence to a present of a set of toilet waters, perfumes, powders and soaps— each boxed prettily at reasonable price. eh?) Surely You Won’t Forget the Baby © Make the little one’s Chrisie a happy one by presenting sensi- ble gifts such as sacques, booties, coats, sweaters, socks, etc. Do not delay your coming to make selec- tions of baby’s Christmas gifts. Be Knit Underwear for Yourself and Others Excellent Christmas gifts for the “home folks” to give each other. Gifts that are sensible, practical and useful for the entire family. 4 ¢ 4 A Christmas Display of Fur Gift Things Furs are practical Christmas presents of real merit and cannot help but be welcomed by their re- cipients. Here is an unusual show- ing of trustworthy furs in all styles, for your gift selections. $5079 Santa Has His Toyland Here Toys of all kinds for children of all ages at price ranges that will make your gift appropriation for the little ones go far. Bring the children with you. Ak a Gifts of Blankets Are Always Welcome Most housewives continually need new ones, hence blankets are always acceptable and useful gifts. Bh Bh What to Give ‘‘Him”’ Is Always a Problem There are certain gifts that a man smiles at and drops into his bureau drawer to forget about them—there are others that he ap- preciates and uses because they are practical and usable. This bet- ter kind of gifts can be bought here in a multitude of varieties. 4 + ¢ Some Kiddies Appreciate More Practical Presents Cut down on the number of toys and give the children useful things that they can wear and use to a good pur- pose. Wecallto your particular attention the fol- lowing sugges- tions. HIS section of the Dry Goods Economist Year Book of Plans and Ideas should be used for supplying de- partment heads and advertising executives with business creating plans and methods of special, out of the ordinary character. Here will be found over two hundred sale ideas, most of which have already been successfully tried, but a// of which are sufficiently novel to powerfully interest and favorably influence the worth-while purchasing element among peo- ple who make up the store’s possible clientele. The ideas are outlined briefly and succinctly with the purpose of getting as many into the allotted space as possible and thus give the widest variety so that every store—large or small—will easily find many good plans which will fit into the store’s general merchandising policy and will be entirely new in its center, thus making a strong appeal to the merchant’s purchasing community. Each one of these plans deserves thoughtful considera- tion for, after all, it is the way in which the plans will be used that will determine their real value to the individual store. In using any of these ideas there must be real plan- ning, in order to make each sale plan a se//ing plan. Grinest C. Hastings nel hip aa Ge Me Ries sanciThAl Pie. si in ‘ wn wry Da ie ie Di Ue La | q abl ' 3 w. tiv ) (ie s* ; mo * ; : (eis y ; A rah Wiser t 7 , ar ee | ts ; ) a uA ane jerlaa " ~ - Mate, =F AY vein nk * hice a im uf ‘ Me ; iy a Ay aly pre are Des i, ‘ a ma ltae SELLING IDEAS Merchants Call These, «Most Successful Sales” Because They Brought Home the Bacon ECENTLY the _ advertising manager of a Middle Western department store sent out letters to a number of leading de- partment stores and women’s spe- cialty stores scattered all over America asking the advertising managers and general managers and merchandise managers of these stores to tell him about the most successful recent sales they had conducted. The answers received were very interest- ing and presented a number of strikingly novel ideas. Undoubtedly other stores could use many of these ideas with good results in their businesses, so the best of the ideas thus secured will be given here. Here, then, are the best recent sales con- ducted by some of the leading department and women’s specialty stores of America, accord- ing to the letters received from them: New Items Each Day The Boston Store Dry Goods Co., Fort Smith, Ark.—‘“Our toilet goods sale, to which we devote a half page of advertising and an entire window and cut prices, is a big draw- ing card. But the sale, which is the most effective of our entire year, is our Anniver- sary Sale, for which we put forth the great- est efforts. For our most recent anniversary sale we put out a 32-page booklet by carrier in Fort Smith, and the surrounding towns and the countryside in general was covered with our mailing list. This sale ran for one week, offering exceptional values, but the most successful feature of the sale was that on each day new items were offered. A com- plete set of items for each day was adver- tised in the newspapers. This, we find by experience, is the only method by which one is enabled to keep the interest in a week’s sale at fever heat during the entire week.” The Burgess-Nash Co., Omaha, Neb.— “The special sales which always bring good results are our ‘Dollar Day’ sales. We have one the last Tuesday of every month. If pos- sible, special merchandise is bought for ‘Dol- lar Day.’ If not, our buyers take mark-downs and offer special prices, but the merchandise must be special for that day only. Big Feature Day “One sale which was very successful was that which we called a ‘Feature Month Sale.’ Our buyers had all been East together on a very special buying trip and had bought worlds of merchandise below the regular price, which we featured each day. It went good for a while but we finally had to make one day of the week the Big Feature Day. For that day we had a twelve-column ad, the five columns in the center for millinery one- half price, and built two columns of boxes on each side and across the bottom. Each department offered a special, which we boxed. This layout went big for two successive weeks and we pulled a big sale for Thursday which otherwise would have been a quiet day. “A ‘Dollar Stocking Sale’ went big. We also have a ‘Boxed Hosiery Sale’ every year, which brings good results. “Recently we tried out a sale of under- wear, a three-of-a-kind purchase, the third garment offered at half price.” Duluth Glass Block Store, Inc., Duluth, or Specialty Stores. All of Them Pulled Business for Department A Hint from Just One of Them Gives You a Start for a Money- Getting Event of Your Own Minn.—‘Every April 1 and every Oct. 1 we hold a toiletry sale. Every sale is larger than the preceding one due principally to extend- ing the scope of our direct-by-mail advertis- ing. The sale is practically an institution; it has been sold to the public of Duluth in years gone by, so the only thing necessary in folder or newspaper is simply to make a list of the various items. You know as well as I do, of course, that once a sale has made a reputa- tion for itself it will run on its own hook.” The direct-mail advertising sent out by this concern included coupons upon which the recipients could specify the articles they wanted if they sent in orders by mail. The Calhoun Dry Goods Co., Muskogee, Okla.—“We run an ‘Early Birds’ sale every Tuesday morning from 8.30 to 11.30 o’clock with special Early Bird cuts. The items of- fered are always seasonable merchandise which are reduced for the three hours’ sell- ing. “Every Friday we run what is known as ‘Friday Features,’ which include items at re- duced prices and new merchandise as well. Our Sunday advertisements. usually carries the early-in-the-week store news. “Even Money” Day “Among the outstanding successful spe- cial selling features is our ‘Even Money’ day, which comes during the last Thursday or last Monday each month, on which items are fea- tured at even money, no fractions of dollars are used in this ad. “We conducted a very successful live-wire sale in which we used telephone cuts through- out the ad.” The Anderson Bros. Co., Portsmouth, Ohio.—“‘We find in conducting our periodi- cal sales, such as Anniversary Sale, January Clearance Sale, July Clearance Sale and the like, that there is nothing that will keep up the interest so much as to have a special sale in some department every day while the big sale is on. For example, if we have an anni- versary sale lasting nine days, in addition to the usual special we might have for the first day a special sale of gingham extraordinary which would be so featured in our advertis- ing. The second day might bring a big spe- cial sale of rugs; the third day, a separate and special sale of shoes and so on, maybe ending on Saturday with a big special sale of toilet goods. All of these special day items would, of course, be for that one day only and would, by their reduced prices and prominent advertising, stamp them as worth- while events which would do wonders to keep up the interest of the general sale.” |. The Brown Hayes Co., Atlanta, Ga.—‘‘The best results that we get on a special sale is to have a full page in the newspaper and then have the newspaper cut off the name and dates on the sheet and run off from 10,000 to 20,000 circulars. These we distribute among the sections of the city less apt to receive the newspaper. “We have a full run in every street car, amounting to 425 cards, running day in and day out. This gives us our best gen- eral publicity. “Our store is situated one mile from the main department store sec- tion of the city, but in a very good location,.on one of the main arteries at a crosstown thoroughfare accessi- ble to a big percentage of the resi- dential population, all classes included. We do not do a great amount of newspaper ad- vertising.” Played to Society The S. A. Barker Co., Springfield, [l1.— “When Barker’s advertise a sale, everyone knows that it is a real sale. We do not aim to make price the strongest appeal in our ads, but rather quality at the price. This can be illustrated by telling about the way we advertised a sale of coats. We played up quality and described the coats so that women could see what these coats looked like even before coming into the store. This ad was run on the society pages of the papers and took 60 inches of space. Being Sunday, there were four society pages. On each one of these appeared a two or three-line reader, aimed to be catchy, a different one for every other column. We heard later that one couldn’t read the paper that day without stumbling upon one of these readers about coats. “And we run educational ads every now and then, in which we try to tell women those things about our merchandise which they could not see in simply a big line of type bear- ing a price or two and the shopworn phrase- ology, ‘They come in navy, brown, black, and are the season’s latest models.’ The reason that description is rare in ads is because so many ads are thrown together carelessly.” , The Charles H. Bear & Co., York, Pa.— “Our special sales which result satisfactor- ily are as follows: “On Wednesday, Sixteen Cent Day, we have special offers from all departments. “On Thursday, Thrift Touring Day, we offer values which will induce customers to tour the store. “Once every month we have a Dollar Day which is always a big event.” F906 @ +9 © +0 © 29 G0 ere Oe or Oe Oo Oe Oe Be Wee Ser Ore Sor Orr Ore Orr Sor Orr Ore Or See Orr Ser Os Or Ova Oy “Hurry Up” Helps Sped Toilet Goods Sale Among the many extra service and sales features installed by one depart- ment store during its greatest sale of drugs and toilet goods were special or- der clerks stationed at various points in the department to take a customer’s entire order, if she were in a hurry. This saved the purchaser from going to the various sections which were in charge of different girls. Display cards were in view, giving information to this effect. “Hurry Boxes,’ which supply pad and pencil, so that one may write an order and drop it in the box, were also placed at convenient points. This was for C. O. D. and charge customers. Mail orders and telephone orders were also in charge of extra clerks pro- vided for the sale. Fo +9019 19009 O19 O19 O99 O19 O19 OH OOO O19 O errr Our G01 OOo Ber Or 1G OH Or Or Sr Guu ® 06010 O01 19 1 Oo O22 OH Oo Oo Or O11 01 OO 42 O21 Oe O11 Oar O e+ O11 0 G0 Oo O19 1 Oo Ger O er Ore Oo O19 Ore Oe Oe Oe Orr Oe Orr Orr Sore Be eee et ee et et ee ee ete et ee ete ees eee ee eee ere eee ee eee ee SELLING IDEAS Charting Suggested Sales Awoke Salespeople To Real Chances They’d Overlooked Making Bigger Sales Per Customer by Suggesting Better Qualities and Related Goods Became Like a Game, and Once Employees Were Taught the Technique of It, UR method of conducting a suggestive selling campaign is really interest- ing, even though the subject may seem hackneyed. We started it the last two weeks of Sep- tember, 1921, giving them over to the presen- tation of the plan to the salespeople with the thought that the plan would become operative during the first two weeks of October, the time of the Texas State Fair, held in Dallas. It was a particularly good time, not only because the increased business in October would allow oppor- tunity for sugges- tions to be carried out, but because the decreased sales prices showed necessity for some unusual effort if the 1920 sales record was to be maintained. Related Departments Seventy-five selling departments were di- vided into ten groups, five to ten related departments being grouped together. Half the salespeople in a group met at 3 p. m., the second half at 3.30 p. m., to consider the: plan. This was the first series of meetings to be held at this time of day; but the plan was initiated because cus- tomers were shopping early in the mornings, and there seemed to be a slight buying slump in the middle of the afternoon. These after- noon meetings went on until all the depart- ments were covered. First the subject of decreased prices for the fall of 1921 was taken up. As a type case, a French serge pleated middy skirt, which for the four preceding seasons had retailed for $7.50, was cited. This skirt for fall selling was priced at $5.85. It meant that a sales- person in that department would need to sell three skirts to equal the sale of two skirts up to that time. Instances were given from other stocks to show the necessity of selling 50 per cent more items. At this particular time a local department store had announced salary cuts. It was an- nounced that it is the policy of Sanger Bros. to maintain salaries. If, however, the salary is on the 1920 basis, every effort should be made to keep the sales on that basis. To go after that 33 1-3 per cent to 50 per cent increase in sales, the following plan was outlined to serve during the rest of 1921. Quantity Appeal—Suggest Related Goods 1. To suggest the related article. To show cases where this could be practised an at- tempt was to be made to suggest a larger number than heretofore. In the case of all small wares, to take for granted that the customer wanted several. 2. To suggest the related article. To show the article, and by the suggestive display awaken interest. Not to question, but to get the article before the customer. Lines of suggestion were worked out by the conference. For instance, in the house fur- nishings section it was found impracticable to suggest the small electric iron after the Original Request Amount Results Began to Roll In By Arthur Homer large electric iron. Only one man reported success in this. The usual method was to sug- gest the ironing-board after the iron, then suggest other wooden-ware articles. In every case the salesperson must have a plan. Produce Atmosphere of Agreement The main idea is to get a “‘yes” after a sug- gestion. One “yes” may mean additional ones. Suggestive Selling Campaign Department Additional Articles Amount Additional Sold. ITEMIZE Sale | Customer’s Original Sale The salesperson who has had the advantage of ten to twenty minutes’ study of a customer should know what next to present. Sales are consummated because the customer is sur- rounded with the atmosphere that of course a selection will be made. To forestall any expression that salespeople are already practising suggestive selling in the highest possible degree, an extract was Far-Flung Balloons Brought Folks From Miles Around VIE RCHANAS of Port Huron, Mich., a city of 33,000, appealed to the univer- sal love of color and advertised via the air route in a publicity campaign announcing a series of dollar days in that city. Several hundreds of gay globes, red, blue and yel- low, were purchased and used most effec- tively by the Merchants’ Divison of the Chamber of Commerce, to announce the sea- son’s biggest sales event. A committee in charge of Oscar W. Hogan, chairman of the division, sent up a number of balloons each day, and the bright bits of publicity were carried into every part of Eastern Michigan and across the border into Canada. To each balloon was attached a tag bearing the announcement of the dollar bargain event and also the name of a local merchant with the promise to give the bearer one dollar’s worth in trade. The place for sending up the balloons was kept a careful secret and, through the press and handbills, the latter used in the rural districts, the people were made ex- pectant and ready to watch for the airships. As an announcement method this proved a success, since small towns’’ people from obscure four corners brought in balloons and also their money to spend in the city. Some of the vari-colored balls had traveled as far as forty miles. | In‘ connection with a similar sale, the Merchants’ Division planned a prize contest for show windows, letting the people be the judges. Cash Check No. read from a report published that week by the Better Business Bureau of Dallas, of investi- gations made of retail salesmanship in Dallas stores. “In 107 of 120 interviews, the articles shopped on permitted the salespeople to inter- est the customer in more than one article. The salespeople took advantage of this in only twenty-two instances, which is a fraction over 20 per cent.” Listed Additional Sales At each conference the above chart was ex- plained, and the day following sales were charged in the selling departments. No sale was to be charted un- less additional arti- cles were sold. Un- less the substitute article varied greatly in price and_ kind from the article orig- inally asked for by the customers, it was not to be charted. But if, for instance, the customer asked for a $1.00 bill-fold and a $24.50 purse was sold, the sale would be charted and substitute writ- ten for the amount of the original sale. Floor managers were particularly interested in results shown on the chart. One floor man- ager came to the educational department at closing time to note on the chart, which had just been taken up from the department, a sale which had been made and which had shown such good work on the part of the sales- person that he wanted credit given. Presenting the proposition to two groups daily of twenty to twenty-five salespeople, and requiring a report the following day, enabled the educational director to do a great deal of follow-up work. Charts Analyzed Daily The assistant buyer of each department came with the sales group to insure thorough cooperation from the executives on the floor in the handling of the chart. Charts were sent to the educational department at the end of the day and analyzed. Deductions served as a basis for ensuing conferences. Informa- tion gained as to new lines of suggestion in a department were given to other members of that department. Extraordinary progress was made. One as- sistant buyer stated that reports made to her for a period of three weeks proved that more merchandise was sold by suggestion than in answer to the customer’s original request. To show unusual attempts and high degree of salesmanship, one ready-to-wear salesperson reported that after selling a dress to a cus- tomer who already had a new suit, and making the attempt to sell a second dress, she asked the customer if she would care to match the sable scarf she was wearing and have a two- skin scarf, which would be so much more ef- fective with the dress she had just purchased. The customer purchased a skin. The value of the campaign was not only the additional sales, but also the salespeople’s quickened interest and more careful considera- tion of the customer’s problem. Charge Check No. 5 NS cay EAE AN SELLING IDEAS MEW \ Dollar Catching Schemes to Plug Trade When It Comes a Little Slow All of "Em Practical, Any Time, In Any Store, Anywhere Put ten or twelve pieces of gingham or other fabric in season on a table near the main fabric department. Choose patterns with the same general color scheme. Take patterns in which red predominates, for instance. Each piece will have a different design and a vary- ing amount of red, but when ten or twelve pieces are arranged together the table will have one distinctive color. Give these pieces a special price per yard for a day, using a placard at the head of the table. - * * * Interest the young boys by offering a small prize, during a week or two weeks, to the boy who guesses the weight of a straw hat set on a pair of parcel post scales. Cover up the marks on the beam or set the scale so the marks can- not be seen. Use a window or a small glass case in the men’s and boys’ department. Put a box in front with a slit to receive guesses. Ask the boys to write their names, addresses, their father’s name and the weight of the hat. If you want to vary the contest for another week’s run or at another time ask for guesses on the size of the hat Boys between 10 and 14 years like this kind of contest. A growing boy is a good customer, too. coy Mrs * Clear off a space on a well located coun- ter and mount six or eight photographs of popular actresses on it. Put the photographs in a row and drape over each a part of some veils you want to push. Be sure the name of the actress, movie or otherwise, is printed under each picture. Put a placard near the pictures with something like this on it: “Their veils give them charm. A (name of veil) will give you charm.” This will go well as a window display. Use photographs as large as possible and light in tint. Place five untrimmed hats of different brim shapes on a first floor table. Put a piece of fine cloth or paper under each hat, cut along the lines of the shape of the hat, and have each paper of different color. Back of hats or right in front of them place a picture cut from a magazine—a trimmed hat. Have each picture different. Then around the edges of the colored cloth or paper arrange some of the findings which would fit the hat, choosing colors which contrast or supplement the colored paper. If the hats are all black, this idea will suggest several possibilities to the customer. If some are light, the idea will magnify itself By Guy Hubbart It will sell Good for a window dis- according to the different shades. shapes and trimmings. play, too. ed Soest Some day when you want to push hair nets, carry out this simple little idea: Take two long, rectangular plates of glass, window glass or other light glass, and put one on the counter. Arrange three or four of your best sellers in hair nets so half the net is on the glass and half off. Then lay the other sheet of glass over the nets; fold the loose part of the net back, tilt the two sheets of glass at an angle so the customer can look at them easily. Use a counter fixture to hold the glass firmly. Put a placard on or near the lower half of the glass with these words on it: “Look at the strands and the mesh of these nets, between the plates of glass. They hold your hair in place just as the glass holds them in place.” * * * Infants’ and small children’s shoes can be fea- tured by the simple device of setting up a well made chart in a conspicuous place showing the imprint, in a row or two across the top of the chart, of. ten or fifteen local babies’ bare feet. (The imprints may be made by holding the in- Per er Yer Yer tet ot tet eset et ete see ee ee oo et ee Ideas on Decoration Jumped Curtain Sales Here is the way a Chicago store pushed the sale of lace curtains. A campaign was instituted which called first for personal letters to every charge customer who had purchased drapery goods in the preceding five years. Then a series of ads was planned. These were letters to the customer telling her of new ideas in window treatment, and explaining in some detail that the change should be from the conventional long cur- tains that swept the floor to short, dainty curtains just long enough to reach to the bottom of the window. The workroom force and the display men were then called upon in turn to produce and show what could be done by the store to illustrate the results the customer would get when she installed the new curtains in her front windows. In the department and in the big show windows, too, displays were made showing all of the fittings of an up-to-date home. Each kind of room was shown, and in every room display curtains of one pattern were used. The campaign was a big success and at- tracted the attention of many women who became customers as a result of it. Oo 02+ Or Oo e+ O01 1+ Oe Oar Os Oe Oo OH Oe O02 Oe O12 Or Bes Oe Oo e9 Oo Be ee Oo Oe Ser Gor Ser Ger Gee G or Gor Gor Br Oe Oar Oo + Oe Oo ++ Oe Oe OH Or Oo OO 501+ © © 0 © 9 Oo O09 Bae O09 Or Oe Oe OO Oo 9 Ore Os Oo © Ooo Oar Oo 9 Oe Ooo Oe Oo © oO O19 Oo O29 Oe Oe Oe MO BO G1 OOo OO Oe@ +9089 O18 OH O19 O29 O99 Oo OH O19 09 OOH O16 OH O19 O19 Oo O10 OH Or OOOH OOOOH Oee fant up and letting it set its feet down on the chart, laying the chart flat on a table and sprink- ling talcum over the space for foot imprints.) Then take crayon or lead pencil and darken the imprint. Leave a space for the name and age of the infant. Below all the imprints mount baby shoes, with the price of each pair. Letter this along the lower edge of the chart: “We know the shape and size of every infant foot up to three years. We can fit your baby’s feet in five minutes. These imprints are those of babies you know right here in town.” Several charts will be accumulated finally and they are marvelous attention getters. * * * When the men’s furnishing section needs a little one-week stimulant, try the combina- tion-price idea. This way: Advertise the week before that next week, every day, there will be a three-piece group of men’s items arranged to sell at the price of two items if the sizes fit the purchaser who likes the group or at a small reduction if the sizes have to be assembled. Suppose the Monday special is one shirt, one tie and one pair of socks at a price less the regular price of the socks; if the pattern of the shirt suits a man who wears size 15, he gets the three articles at the less-than-the-socks price, but if he likes a group with a 14 size shirt he gets the three at only a regular reduction set for the entire week. There are 100 variations to this idea and they all have a unique appeal. Some stores try to have one of these specials every three weeks. It keeps stocks clean. In the housewares section plan a table dis- play which shows all the cooking utensils neces- sary to prepare a meal for six people. This does not mean the food and ingredients, but the pots, pans, kettles, peelers, strainers, mixers and so on that the cook has to touch with her hands. Use a table just large enough to hold all these utensils comfortably. Separate the table from the main tables or counters. Put up a placard at one end with the individual prices of each item, opposite the name of the item and in big black figures at the bottom the total price for the fifteen or twenty articles on the table or what- ever the number is. The price may run up to $4.50 or $5.00, but it will attract the attention of the housewife whose egg-beater or soup strainer, both, have begun to go to pieces. You never can tell when a cook has demanded “qa whole new set” of cooking accessories. Try it in the window some time after it appeared in the department. SELLING IDEAS Put “On Their Own” and Told to Go To It, Buyers is the story of how the HIS is 7 February business of a Phila- delphia department store was turned over to a committee of depart- ment buyers and managers, who not only accepted the responsibility, but succeeded in selling a record volume for a month generally regarded as slack. With the intention of clearing winter stocks, selling new merchandise and putting new life into February sales that would estab- lish a precedent, the Frank & Snyder Co., Eleventh and Market Streets, in December called a meeting of departments heads and ex- ecutives to discuss ways and means of sur- passing the large volume of the February sales of 1921. H. L. Bernbaum, general manager, and Miss R. E. Kline, advertising manager, at- tended the conference, the object of which was thoroughly explained. It was announced that it had been decided to turn the store over to a committee of buyers and managers for a period of two weeks in February, the sole object of this committee to be getting the busi- ness and forgetting costs and profits. Something Unusual Every Day Buyers were asked to make suggestions freely as to what merchandise they thought would have particular pulling power for the proposed sale and were told that practical ideas would be most welcome. Their full cooperation was sought in mak- ing this event, which was to be especially theirs—a “‘buyers and managers’ sale’”—a no- table success. The basic idea was to schedule something unusual for every day of the sale and to offer unusual values in merchandise on which prices would be greatly reduced. Actual preparation following this initial meeting did not begin until three weeks be- fore the sale. A committee of five buyers— the “go-getter,” or steering committee for the sale, to whom the February business was given in charge—was appointed and requested to work closely in conjunction with the advertis- ing manager. No one would have to “fight for space” in the newspaper publicity for the oc- casion. It was to be a period of reduced ad- vertising space in the dailies, in comparison with the corresponding period for the previous year—one-third reduction, in fact—but a cam- paign of greatly intensified publicity and more striking effects. Where two-page spreads had been run the previous year, single and three- quarter-page displays must suffice. Advertised Personalities For the opening announcement, the day before the sale, it was decided to run the pho- tographs, names and positions of all the buy- ers in the store and to constantly repeat the buyers’ pictures with statements of what they had to offer, the idea conveyed being that whenever a customer would see the buyer’s picture, it could be depended upon that he or she had to give a special bargain of which that buyer could be proud. In fact, photographs of the buyers, as vouching for the merchandise in their care, sounded the keynote of the buyers’ and mana- gers’ sale. They appeared in 15-inch circles on red art. placards and posters in the show windows and throughout the sections of the store, reinforced by smaller cards. Some of the placards, in addition, bore brief announce- ments by the buyers. Particular care was taken with the store decoration. The com- pany’s delivery trucks bore announcements of the event, and girl employees used the tele- phone to remind customers of it. Value of Offerings Judged The sale required unusually careful mer- chandising, as remarkable values were to be offered at greatly reduced prices, in addition to moving winter stocks in the clearance. The first step of the committee of buyers was to compel the offerings to be sold to be brought to the office in order to be judged as to their exact value. It was a rigid and exacting test. ‘AnEventThat Will Arouse the City Beginning Thursday, F eb. 2, at Frank & Seder If the Last February we broke every previous record for volume of sales mF the month in the history of this store ‘Puttin, ‘ord ‘eb-uary, Stock: kta kas ees fini seed a nd the [= remoy ed every restriction as to the prices each Department Head should mark his or her aetbacdie The Sole Job of the Committee is to “Get the Business’’—Forgetting Costs—Forgetting Profits— The Sit tep of the Committee February campaign t 0 be brought to s to compel the = offerings to be sold in ‘he office, to zed a their good" to enrble us to nfler UCH UTTERLY RIDICULOUS The first big broadside of the February campaign will launched in idea ee EVENING'S PAPER - and every Depariment Buyer whose picture appears in this advertisement rn sates that his or her offerings any have Philadelphia. The et ration has been placed on its mettle; never hrs such ent usie part of the st tire meatings w wee bei oe bid betwen tes. Every emplo: m to the higbee\ cuocutive, ip working and ploaning t e month. Huddreds of Thence : of Dollars’ worth of Women’s and Misses’ Coats, Dresses, Suits, Skirts, Furs, Millinery, Waists, Underwear, Hosiery, etc., as well as Men's and Boys’ Clothing, and Furnishings are to bé thrown ¢o Philadelphians at Prices hat will be a Revelation to the Buying Public. —Wé are ready. Watch Tomorrow's “Bulletin’—and then be here when the doors open at 8.30 on Thursday morning. department buyer did not have the right mer- chandise to offer at the right price, he was sent to the market to get it. If merchandise was not low enough in price, or high enough in value, it was rejected. The entire organ- ization was on its mettle for days prior to the beginning of the big sale. Meetings between buyers and their associates were frequent, and every employee worked and planned to get record-breaking business for the month. When prices had been fixed and all the merchandise assembled, hundreds of thou- sands of dollars’ worth of women’s and misses’ outer and under wear, hats and shoes, and Buyers and Managers Made Good With Reduced Advertising Space, Utilized in Striking Way and Helped by Telephone Calls and Delivery Truck Ads, Make Trade Hum for Two Weeks. All Sale Goods Passed on by Buyers’ Committee men’s and boys’ apparel and furnish- ings was offered to the public. Hour Sales Worked And there were “wheels within wheels” at this sale. As special in- ducements to bring in the crowds, “hour sales” of men’s and women’s garments and gloves were held on the two Fridays, with a special on the opening Sat- urday. The Friday “hour sales” started at 10 in the morning, lasting only till 11, when a return was made to normal prices, or at least prices higher than the figures slated for the hour. The racks and tables assigned to hold the “hour sale” merchandise remained uncov- ered until 10 and all the items were sold either at cost or lower. This device proved a remark- able business bringer, used in conjunction with the big sale. Then there were also “combina- tion sales” of the usual dollar type. Bargains in Every Department The crash in the price of garments and other merchandise in the big sale included such reductions as $45 dresses sold for $14.75 and $16 jersey suits for $6.75. Bargains extended to every department in the house and there were opportunities in gloves, children’s hose and rompers. The general results of the two weeks’ sale were thoroughly gratifying, in that a new record was made in the volume of February business; “snap” was injected into a usually dull month; new spring merchandise was in- troduced and winter stocks were virtually ° swept out, leaving space and energy to be devoted to March business, as well as the impetus a successful sales event usually leaves behind it. a eee Vote-Seeking Kids Boosted Business “NOR several years past the Steele- Smith Dry Goods Co. of Birming- ham, Ala., has conducted a voting con- test every holiday season in which 500 toys of every kind and description are distributed free among the children of that city. Two hundred and fifty pres- ents go to the girls and 250 to the boys. In the first place, it is necessary that all children entering the contest visit the store and register their names. Upon do- ing so they are given 50 complimentary votes as a starter, and thereafter are given one vote with every 10-cent pur- chase, 10 votes with every $1 purchase, etc. The main idea is, of course, that the children in the contest incessantly urge their friends and relatives to pat- ronize the Steele-Smith Co., and the children’s influence has its effect natur- ally, the additional volume of business amounting to many thousands of dollars. The customer making purchases will nearly always cast his or her vote for the favored child. A few days before Christmas 250 toys of more or less value were distributed to the girls and 250 to the boys, these going to those on each list who had re- ceived the largest number of votes. eS SS SS SS 2 2 2 ee ee ee SS SR RR ER RR SS Be ee eee Leeann eee eee bl et eee SELLING IDEAS Parade of Brooms on Buyers’ Shoulders Told Everybody About “Clean Sweep Sale” Cost Just $100 to Do It, and the Result Was Fine Business Every Day of the Sale. Sold Only on Second Floor and to Ad Coupon Holders, So Women Saw Ads and Store Displays How does a successful store put over a satisfactory clearance sale? How much should it increase its advertis- ing over its normal appropriations? What special stunts should it use to bring the crowds into the store? How should the store be decorated for the event? These are some of the questions that every women’s specialty shop or department store manager faces whenever he considers the proposition of putting on a special clearance sale. Of course it is always interesting and in- structive to learn how other stores answer these questions, so it will undoubtedly be worth while to inspect the way in which the Frank Dry Goods Co., Fort Wayne, Ind., re- cently put over a particularly successful clear- ance sale which embraced a number of new and novel features. Brooms Typified Sale This store’s sale was called a “Clean Sweep Sale,” and for the purpose of emphasizing the nature of the sale the store secured a hun- dred dozen corn brooms and sold these at 21 cents each, at a loss of $100 for the entire lot, for the purpose of securing some -extra ad- vertising for the affair and for the additional purpose of drawing people into the store. These brooms were sold only between 9 and 10 o’clock in the morning and between 3 and 4 o’clock in the afternoon, and they were sold only to folks who clipped a coupon from the store’s newspaper ads entitling them to a broom at the price quoted. Also the brooms were sold only on the second floor, thereby making it necessary for all the purchasers to walk through the entire store and see all the goods offered. And here was one of the particularly good advertising features of this sale of brooms—the brooms were not wrapped and FRI IH AAD AAS LN TRL LES INAS TLD LISA TLL, Davison-Paxon-Stokes Co. }} cere |{ | New Spring ( Ty Complete the S I L Of Wondrous Beauty and- At Remarkably Low Prices And as for Quality—the markets afford none that are superior to the items fisted below. KS_ Safinuse nee $2.00 and $2.50 E sumed Pas? were not delivered. Consequently, during the hours at which the brooms were offered for sale the down-town streets were filled with folks carrying brooms and as each broom carried on the handle a label bearing the firm’s name in big-sized, very evident type, the store secured a tremendous amount of advertising from this stunt. Hour-to-Hour Sales In addition to the use of the brooms to get folks into the store the store also adopted the plan of having special hour-to-hour sales dur- ing the early hours of the morning. The goods offered at these special sales were changed from day to day. On the opening day silk waists were offered at $1 from 9 to 10 o’clock and petticoats, tie-back sweaters and middies were offered at special prices from 10 to 11 o’clock. Of course the store was specially dec- orated for the event. The decorations con- sisted for the most part of streamers bearing the words, ‘““Frank’s Semi-Annual Clean Sweep Sale’ strung across the aisles. Also these streamers were displayed to good advantage in the show windows. In the store, too, the brooms were attached to the corners of count- ers and signs were placed on them directing folks to the second floor department where the brooms were put on sale. Naturally all this promotion work had the desired results. The store did a fine business every day of the sale. “Buy as You Sell” Helps Bring Farmer Trade To buy what the farmers raise in one’s immediate neighborhood has been found an excellent idea by many a retail store keeper in a farming community. A commission house is, of course, the medium by which the money of the community is kept there. The store provides a market for everything the farmers raise, by means of this commission adjunct. To take whatever the farmer has to offer, whether it be cord-wood, butter, eggs, or what not, and to either buy it outright or sell it in a nearby market, has been found a valuable business help. While it savors a bit of the old time system of barter, it is not that at all, for the farmer re- ceives cash for his products, and in return pays cash for what he Tims Peskiore Are Commanded To Year Careful Attention Tomtiro Ar You'll Firid Them Resealed In Dresses---Suits---Coats---Skirts | : a ce Kemeny few cach other bn opch capld eeccmsion - apo rae rare ome Crepe, reps Metacwr asd Crnpe 4 Cotton are sil same to tele : ; 335° #30 *50” "608s New Coats T" pedal Cla, tp : Spring Underwear ; Specials me = sabre rm Indian Head + 24e nina Hasd ip the sinch woth. Thin ‘rakes it top prommameed te aed ary one Der “Spent cc neeeeerreeenae Duretta Cloth M4 ieee Saker = Rites buys—preferably, of course, to the store which has provided him with an outlet for his products. This ad from the Davison-Paxon- Stokes Co., Atlanta, Ga., shows more than an eye-catching lay-out. It offers an excellent example of merchandising, two departments which are, or should be, Yard associating fabrics and new clothes im- mediately she sees the ad, and if she is not in the market for ready-to-wear, she is a good prospect for silks. The illustra- tion is unusually good, too. a 29c Yard | | § Po closely related. The reader cannot help: EVERY LIVE IDEA YOU USE IS ANOTHER NAIL IN THE COFFIN ““New Customers’ Week” Goes Out After “Em From the advertising specialists of Mar- shall Field & Co. comes the thought of “New Customers’ Week” to take its place among the various “weeks” which follow each other in such variety. The idea is advanced that retail merchants should not only accept trade that comes to them, but that they should make people trade with them by going out of their way to serve them. New customers_are gained by telling them of the advantages to be gained by trading at the store in question. They are told that they can get as much for their dollar at their own store as they can by sending to far away mail order houses. This idea is advanced through the most appro- priate mediums of advertising, and is also ex- plained by the salesperson who presents to his prospective customer the ideas of quality merchandise, low prices, and quick and courteous service. The Marshall Field & Co. idea is to tell each customer of the guarantee that covers every article sold, and to impress upon him that the store is pricing merchandise at a fair margin of profit so that quick turnover will help to increase business for the year. At the same time the idea should be given that low prices do not mean cut prices at the sacrifice of quality. Always to have on hand what the people want when they want it is the aim of every merchant. He should measure his business not alone by the number of dollars in his cash register, but also by the service he can render his customers. Watch "Em Jam a Homey Corner Like This A Middle Western store has devel- oped a quaint and trade-pulling corner in the “Martha Jane Pantry Shelf.” There customers buy attractive small jars of jellies, jams, pickles, baskets, attractive baskets of food, etc., with cheery little verses which make charm- ing gifts for hospital or sickroom visi- tors. The corner is quaint and unfor- gettable with its latticed window, win- dow seat and pantry shelves in Delft blue. How your women customers would react to something like that! And men too, who remember “the kind mother used to make.” ‘Just Received” Cards Bring Quick Response “Just Received” cards are used by Carson, Pirie, Scott & Co. of Chicago, to notify certain customers of the arrival of new goods in which they may be interested. The “live- wire” customers naturally respond to a card with the words “Just Received” printed as a heading and followed by a very brief typed or long-hand description of the merchandise. An ordinary typed letter or a circular might not be read at all, but the “Just Received” card hits the customer “right in the eye.” It takes him or her only half a jiffy to absorb the in- formation it contains. This is saved, and the story is put over more effectively than if a more elaborate method was undertaken. Waste is eliminated, as every message reaches the person for whom it is intended and is un- derstood immediately. There is a pleasant touch of flattery to the “Just Received” card, for the customer feels that he is being shown a special favor, and after receiving one or two of the cards, awaits them with interest, re- garding them as news, and considering them far more personal than he would an ordinary letter. Naturally a very active list of responsive customers are the ones to whom these cards are mailed. Little Local Interest “Takes” Like House Afire To give your ads a local interest adds to the reading power very much. Here are some simple, easily applied suggestions: Lay aside odd corners of the ad and de- vote them to bits of information in sentences and paragraphs like these: “It may interest you to know that there are an average of 12 children between the ages of 8 and 14 years to each block in our city.” (Hither say “our city” or use the name of the town. Preferably the latter.) * * * “You have never counted them, of course, but in our town there are 105 brick houses. Next time you ride or drive about, notice them.” x ok Ok “The local ticket agents tell us that they sell on an average 3000 tickets a month here. This indicates that a good deal of traveling centers here. We thought it would interest our towns-people.” * * “Last year 150 people had vegetable gar- dens in . That is pretty good for a pop- ulation no bigger than ours.” * * * “How many people do you think own automobiles here? You’d be surprised. There were 1060 registered last year.” * * * These are just samples. You see, they are little things but easy to get if the adman is alert and sees the local- interest value of these little “Local Al- manac” touches. A store, especially in a medium-sized city like fifteen to twenty thousand, could soon center a peculiarly tenacious kind of interest in its ads by doing something like this: A set space like the one the newspapers use for the weather forecast would add to the value of this idea. Any store wishing to could have these local items printed or lettered on small placards and paste them on the inside of - New Black and W. hike Hats by Wall Paper Corire @arpins Stock af Throw Large Masctetarers New Dress Goods Sinck Stare Serge, Slash andl matory oh ard... Te Selec arm or ack ea stra, ud number of items stawd out. SELL: tN Gav ED EAS a main street window. It is wonderful how people get into the habit of looking for things like this after they once become inter- ested in them. It costs nothing and does a lot. The fact that every line of the usual ad is devoted to selling something makes this idea, if used consistently, stand out like a house afire. NOW SHOW ME THAT BUNCH OF PESSIMISTS Get First Licks at New Office People Washer Bros. of Fort Worth, Tex., be- lieve in creating good-will for their men’s clothing and furnishings business-—and are doing it effectively. When anyone opens a new office in town they supply ‘Don’t Park Here” paperweights for each desk—miniatures of the warning signs employed by the traffic department on the sidewalks of Fort Worth. The warning is printed on cardboard an inch in diameter, mounted on a little wooden stick three inches high and fastened to a small iron base. ane “Bargain Sant al the Cash Store ics | Plain and Fancy Silks + Great Sule Monday Paasuring $250 ro $3.00 Values at, Varo Brand New Purchases 10 adian Head Monin ‘Our Millwoery Department Leads Again + Sue Movaay! § Remarkable Value-Caving Sale ot That Have Taken Eastern Faw Wonderful 750 end 3 9 Wewes Sha, NOW IS THE TIME TO ‘Youll Find Style Value Galore (a Thus Sale of Worden’ and Misses eet SUITS ‘Now OW BALE ih iy rea wage ne cameras ch tue samen At Fo Soe meron ores wer EL tae emt 8 Conta toy woman sod manere Baiied A quite plain but effective way of advertising a large Women's Pure s and Oxfords on which the leading price figures are to Fine for Almost Any Anniversary Sale Here is the way a fiftieth anniversary sale was conducted. You might carry out the scheme for an anniversary of twenty, thirty or forty years, and find it turns out to be a tremendous success just as it proved to be in this instance. A week prior to the appearance of sale ads a series of blind ads began. Each was in a single column, but set sideways, and announced simply, “It Took Fifty Years.” After several days the -words “to prepare” were added, and just before the sale adver- tising proper started, “It Took Fifty Years to Prepare for This Sale.” Then came a set of five-column, fifteen- inch ads, run for the purpose of featuring the store as the oldest in the State. One of them reproduced actual signatures of pioneer citizens of the town and another showed pic- tures of the store, thus showing how different its appearance in 1871 and in 1921. The day before the sale an eight-page ad was run in the morning paper, to enable cus- tomers to look over the bargains a day before they were put on sale. During the sale ads of one to four pages were run. The store was decorated in gold and white, both inside and out. Black and gold signs were on all delivery vehicles and signboards. Fifty candles—electric lights—were arranged on the outside walls. A huge birthday cake was cut and pieces distributed to customers on one day. An es- pecially attractive window display was ar- ranged from merchandise which customers of many years ago had bought at the store, in- cluding clothes, clocks and many other articles. Local Pride Invoked to Sell City’s Goods HE buying power of any community is, of course, largely dependent upon its industrial conditions. Mer- chants who are interested in improving business relations in their immediate vicinity will find interest in the ‘‘Made in Los Angeles Sale” held by Jacoby Brothers to stimulate the store’s volume of sales. Each year the Los Angeles Chamber of Commerce holds a monster exhibit of locally manufactured merchandise. These have not always been to the en- tire liking of the most enthusiastic An- gelenos, as several of the local represen- tatives of “foreign”? manufacturers also display their wares. Buyers were, therefore, instructed to ascertain what commodities on sale in their departments were produced by re- liable manufacturers in Los Angeles. A survey of the store from top to bottom indicated that only cotton and silk yard goods and leather shoes were not made in that city. A letter was sent to each manufac- turer stating that if he was willing to work on a closer margin of profit than usual, Jacoby Brothers would be ready to do likewise on any dependable merchan- dise. The matter was to be entirely vol- untary; manufacturers would not be ex- pected to disturb their present channels of distribution or suffer loss; but here was an opportuity to show the inhab- itants of Los Angeles what actually was manufactured locally. SELLING IDEAS Relay System Assures Cu tomers Visiting Other Departments HN One of the chief difficulties of the depart- ment store—the difficulty of getting custom- ers to proceed from one department to an- other when making purchases—has been suc- cessfully overcome by the well-known Eng- lish store of MclIlroy’s at Henley. The firm has recently introduced the relay messenger system into the store for the convenience of customers. Messrs. McIlroy do an extensive “club” trade—a system by which the customers pay into the club weekly for checks approximat- ing in value up to $10 or $20. When these checks come to be changed at the store for goods the customers naturally wish to visit several departments, and it was particularly for the needs of these clients that the system of messengers for convoying customers from one part of the premises to another was in- stituted. The messengers are stationed at central booths on each floor of the building and can be summoned by the customer by pressing an electric bell, a number of which are scat- tered about the store at the entrances ‘to de- partments, near the elevators and staircases and at other convenient points. In the mes- senger booths are indicators which, con- nected with the electric bells, tell the guide exactly where the caller is stand- ing. Thus, when a customer has completed her purchases in one department and wishes to proceed to another, all she has to do is to ring one of the electric bells and one of the messengers makes her appearance to conduct the customer wherever she wishes to go. Mr. Mellroy says he is delighted with the system, for it serves a twofold pur- pose: Time and trouble are saved shop- pers, while the assistants need no longer lose contact with their respective depart- ments after serving customers in order to “show them the way.” “Anniversary Sale Daily” a Puller In celebration of an anniversary, an entire month was given over to a series of daily anniversary sales by a Pennsy]- vania store. Everything was planned in advance for a specific department to contribute some certain article to be sold at cost price on a specified day, so that some department was selling some- thing at cost every day. It was adver- tised in the papers as a “daily anni- versary sale,” and a neat illuminated ’Member last year? That Shirt Sale! M281 sign’ was placed in the section where the special sale event was in progress. The idea worked so well, it was de- cided to hold a grand climax on the last day of the month with every depart- ment in the store contributing some article to be sold at cost price. A page of space was taken in the newspapers for an announcement of the event and the store was thronged with customers. It was the biggest single day’s business in the history of the store. Girls’ Sewing Class Means Future Sales All mothers who attended the dressmaking school conducted by the Shillito Company of Cin- cinnati, Ohio, were invited to enroll their little daughters in the girls’ sewing class run by the store every Saturday morning. The only require- ment for entering the child was the purchase of a pasteboard doll for thirty cents and the material for making dolls’ dresses, which amounted to ninety cents. Some idea to get mother and daugh- ter interested in dressmaking and fabrics at the same time—just another case of “get them while they’re young.” Bigger than Washington’s monument! j Again tomorrow morning at 8 o'clock! SHIRTS Woven Madras, Oxfords, Pongee Not a “Print’’ In the Lot To make it the greatest shirt sale we have ever held, the reductions from “regu: lar” are smashing—the say: ings immense, The price of) 6 for $8 (Sizes 13) to 20) ° [ Every Shirt Perfect! Materials Usually Found in Shirts Selling at Deal More The sale starts at 8:00 Thursday Morning LANSBURGH & BROTHER Direct Street Entrance to Men's Shop--Olf Seventh Striking is no name for this! The illustration has interest. It is not merely decoration. em It hits right out at a t sells shirts. A splendid way to catch men’s business, since the appeal is very masculine. == “Mere Man” Wants Toilet Goods in His Own Section In this age of feminism, Mere Man will appreciate a little attention in the way of toilet requisites, and a New York department store has evolved an idea which worked so well that it is worth passing on. In an aisle which was otherwise devoted to men’s clothing and haberdashery, there was staged an im- pressive display of toilet articles which gained in appeal from being shown in conjunction with men’s goods and in a locality where men expected to find stocks which appealed es- pecially to them. It was possible in this special New York case to allot only a limited space for the display, yet a comprehensive of- fering of articles for men was made. The items consisted of such necessities as razors, strops, whisk-brooms, taleum powder, shaving and toilet soaps, brushes and kindred ar- ticles. ‘Ku Klux’’ Rider Surprised City “You'll be surprised!” was the warning on a banner which a masked rider bore about the streets of Richmond, Va., not so long ago. The rider appeared daily, and the same slogan was posted on billboards all about the city. Finally it was learned that the campaign was a forerunner of the ninth anniversary of the Weisber- ger Co. On the day the sale began, special bargains were offered all over the store, and each one was designated by the same exclamation, “You'll be sur- prised.” The curiosity aroused by the preliminary campaign materialized in tremendous business during the period of the sale. “Stay -at-Homes” Buy Vacation Goods, Too Vacation helps not only for travelers, but for stay-at-homes may be covered in interesting booklets that invite immedi- ate sales of such necessities. For the travelers there is a comprehensive list of things that will be needed for sea- shore or camp, as well as suggestions in packing. The stay-at-home booklet gives important advice for the transforming of the house into its summer guise, and suggests summer floor coverings and accessories that will make the house seem cooler than it really is, on the hottest days. Both of these booklets are excel- lent as well as comprehensive selling helps. They have achieved real results where they have been used. Store Sales League Scored Lots of Runs A competitive one-day sale in which the merchants of a town take part, reaches the very height of cooperation and commun- ity spirit. Each store taking part in the sale offered special bargains for the day, and all of the advertising appeared in one newspaper. To make the competition still keener, some stores divided their sales- people into “teams” and pitted them against each other, offering $50 as a prize to the winning team and $10 to the sales- person turning in the greatest sales. The contest was scored as a baseball game, each $500 in sales entitling the team mak- ing it to one “run.” The score-board in each store was divided into nine frames or “innings,” each representing one hour that the store was opened for business. Naturally the sale or season could be extended to run any length of time, and in a large store a “league” might be formed and the daily percentages figured as in baseball. The average sale in each de- partment should be accurately figured in the interest of fairness. For instance, if the average sale of the notions department is $1 and the average sale of the linen de- partment is $4, then the linen department quota should be four times that of the notions department. Monthly and Weekly Dollar Days Force Volume Symons Department Store, Butte, Mont., has found it advantageous to hold a dollar sale every month since February, 1921. The main feature of each sale is to offer a PRATT LITTLUU TU LLOTUUUUUTUTUUUUI OUTLET COLECU UPC ULLUL UCL ee LLLL LoL lis Ticketed Samples on First Floor Showed Customers Where Bargains Waited A feature which proved itself worthy of note in a New England store’s sale was the method of direct- customers to the departments where sale merchandise could be had. A number of tables were set out in the garment department on the second floor on which were displayed samples of anniversary day bargains from all departments. The sales force and gen- eral help inspected the assembled bar- gain department on the day before the sale opened. All the articles displayed were ticketed to indicate the depart- ment and floor where they would be sold. The tables were maintained during the sale, with an information clerk in charge to direct inquirers to the de- partments desired. This idea acted very noticeably toward greater sales through suggestion. Close tabs were kept on the inquiries and the resultant inquiries at the departments where the goods were sold. ing PITT MUNNUTTIUUUU UTD LLU LUO ULL DLL ULL CULL OOD COUT LIEUULI UL LLL LLU ULL ULL LL coe LLL THTSTUUUUTTUODTOTTOOTVTDTTTTOTTOTTTTTTTTTVTITTTTITITCCUOUUTUUUOUOCTUOOUOONOOIOCIVIQTNTUGTITTOTTHUTTLLUTTLITLULLUTITUUITLUCLOLUCUUPUULICLCOUUUOUODOUOOOULCUOGGATUUUUUIUOUUOTUPOUULLUUCULLOGUUCLULLCCOOONOGGAGOGGOOGEAAOCCCUOUUOLUULLLLLLLLELLLLLLLPLLULLLLL DULCE LOLOL Cocco eee occ cee HUNNNNSTUQ000G0000 0009000000000 00 00000000 Fall Lam MMMM SyE, LEN Ga DILFArs larger number of items at a dollar, display them more strikingly and give values a trifle more attractive than the preceding month. The usual daily page advertisement is re- placed by the general dollar day ad. Dollar days always take place on Monday and are advertised on Sunday. The appropriation ap- proximates one and one-quarter per cent of the day’s sales. Merchandise is specially bought for the A Springtime Saving Opportunity--Store-torde in Its Scope-—-Record-Breaking in Its Values Ss Hin 93.00 it fosma Baines 1 Taian 7a Pet Real French Kid Clowes at $4.50 Pair SATURDAY, APRIL 30, #93 ‘Sale Begs Monday We Enthusiastically Herald to All Southern Cahfornia the Announcement of Thousands of New Frends Will Accrue to This Store Because of the Exceptional Values Offered _m This Event A Feature! » | New Millinery at [$8.75 ] New Mb ante 50 of the Popular Knitted Capes and Velvet Jackets. Special for Monday. at $15.00 Offered as» Result of an Exceptionally Fortunate Purchase Pat . ts will be wt User best at Uhat Lime | Buffums)| 7 — Oy Foose ate | SJormerty The Mercantile Co Here is a May sale ad where a few illustrations are made to go a long way. The type is well used to give an illustrative effect, and the balance is good. sale, and while an effort is made to yield a profit on all items, there are some that are used as leaders. No ’phone orders are ac- cepted. The items to be sold are grouped in the stock rooms and are placed on the counters on Sunday, when the girls come down to the store for an hour. Store opening is delayed one-half hour until 9:30, so that the final fin- ishing touches may be made. Red Paint Hit the Eye On March 6 a very successful sale took place. For two days previous a gigantic ‘number 1” preceded by a dollar sign and painted red was placed on the main floor. The Sunday ad contained in the center, also printed in red, a big ‘number 1” on which appeared in red “Symons Dollar Sale.” At the same time the display cards in the windows were illus- trated with red paint. Always, windows are dressed to harmonize with and push the sale. By 8 o’clock of the Saturday before, the items to be sold appear in the windows, which are kept in this con- dition until Monday evening. The sales have always attracted big crowds that block the sidewalks before store opening, even during the depressed business conditions when the copper mines and smelters in and near Butte were closed. Departmental Dollar Days One novel development is a strictly depart- mental dollar sale taking place every week that is confined to one department alone. The general store dollar sale was so suc- cessful that at the beginning of February the Symons store determined to test out a dollar day in one department alone. Since then every week the men’s furnishing drapery, white goods, domestics or some other section has been featured by an ad that announces an ex- clusive dollar day to be held in that depart- ment. Usually about twenty-five items have special prices in these sales. 8 O28 OH Oe OH OH OH OH OH Wee Ore Oe Oe Woe Wee BH OH OH Be OH OHO OH OH OH Or Or Or Or Or Oe “L. Q. Sale” Peps Up Odd Slack Hours of OO Ser Ser Oro Gory A California store holds a unique sale every Friday, the like of which is run by no other store in the city. This sale is called “L. Q. Sale.” The two initials stand for Limited Quantity, but city folks have be- come so familiar with what such an event implies, that no interpretation is needed. The exact number of articles offered in this weekly sale is always plainly stated by the advertising manager in his announcements. If the number happens to be a moderate one, as it usually is—there is a rush for the particular bargain counter the moment the store opens. Customers like it and the store heads like it because it cleans out spe- cials during the slack morning hours. Ber eet ee ee eee et ee ee et et eee et eee ee et ee er er ee es ea Simple Scheme Assures “Suggestive Selling’ OOH OOo OH OH Oe Or Oe Oe Or Ber er er Or Oe Oe OH Ser OH Orr Ore @ Gre Mer Owe eer een OOH OOo OH Oo Oo OOo OOo Oo OH OH Or OHO Oi Orr Orr Oro ® . Pepping up selling in the store of an Ohio firm has been done with remarkable success through a little device worked out by the head of the sales promotion department. Each member of the salesforce is pro- vided with a copy of a form giving, in columns reading from left to right, the following in- formation: Date, merchandise requested, amount sold, additional goods suggested or goods substituted, amount sold, total sales. Each one is required to make regular en- tries on this form and to turn it in to the promotion department at the end of the week. The idea is to assure the following out of these rules: No customer must be permitted to leave the store because the merchandise re- quested is not in stock without the salesperson offering or suggesting a substitute; no matter what a customer is sold, additional goods must be suggested to her. A good deal of rivalry has sprung up as a result of the system, and prizes are awarded to members of the salesforce showing best re- sults. Every 58th Sale Free For a number of years the Auerbach Co., Salt Lake City, Utah, during their anniversary sale, have given free the sale corresponding to the number of years they have been in existence. Every time a customer makes a pur- chase (either cash or charge) the sales check is sent in a pouch to a central cashier’s desk. A special cashier is in this cage, who counts these closed pouches as they come in from the vari- ous departments (except groceries, meats, phonographs, patterns and C. O. D. purchases) throughout the entire store. This cashier marks each. fifty- eight pouch as a “free purchase.” This fifty-eighth pouch is then opened and the sales check is stamped “paid,” no matter whether the amount is 10 cents or $1,000, and the merchandise presented to the customer with the compliments of the Auerbach Co. Should it be a cash purchase, the money is returned at once in the pouch to the customer. If it is a charge purchase, the check is simply stamped “paid.” In either case, the merchandise so pur- chased is given to the customer abso- lutely free of charge. To insure absolute fairness in the above plan, the special cashier who counts the pouches is chosen by the daily newspapers. SeEPL Ei NiG ei Din AS Three Ways to Make Dull Spots Shine No Matter How Slow Things Are “Bright Spot Table,” ‘“‘One-Day-Specials Corner” and ‘Magic Value Tables” Are Antidotes for Any Degree of Slackness ol X YE have tried a good many stunts. These bring people in usually, but it is difficult to trace any per- manent value derived from them. Is there any way to create real interest in certain lines or departments and keep it up for sev- eral days? We are losing faith in cut-price sales.” (Excerpt from a recent letter from a retail merchant.) Many other merchants are in the same boat with the writer of the above. They need increased sales and would like to get them without sacrificing all their natural profit. What these merchants really want is a selling plan, the details of which are inter- esting in themselves, aside from the natural interest the customer has in the goods fea- tured. Also, such plans ought not upset the regular advertising and sales effort through- out departments not participating in the special event. Here are the details of these practical plans applicable to special selling purposes. Read the descriptions and then study your own needs. One of these plans is sure to fit your needs one way or another. For a Dull Corner in the Basement Almost every department store basement has a badly lighted corner in it. Put a long table in this corner and suspend six or eight electric bulbs above the table at two or three foot intervals. Shade the bulbs with a re- flector, green outside and white inside, so they will cast a circular glow on spots on the table. Under each of the reflectors arrange spe- cial groups of merchandise like toilet soap, talcum, face cream and other items. Use a bulk price for each lot—like six items for a bulk price of 55 cents—whereas, if sold separately, the group might amount to 70 cents. Put as many groups on the | table as space and bulbs will permit and | name the table “The Bright Spot Table.’ Advertise this table as a regular fea- ture for three to six weeks. Tell the women to be sure and visit it every time they are in the store, since it carries special offerings every day. This plan fits the sale of toilet goods—the kind which need special pricing. It will fit notions, small wares and even men’s fur- nishings, especially the lesser priced items. If the plan goes well, it could be made a regular basement department. The idea is that the glow of light em- phasizes the items and the bulk price, which should be featured on a card laid flat on the table near the group it fits. For an Odd Corner on the First Floor Women’s Cotton and Lisle Stockings ON THE BOOTH In most stores there is a first floor space, usually small, under a staircase, in an alcove or at the right or left of an entrance between the main body of the store and an “L.” Put one long table or three or four small ones, according to the shape of the space, into this corner. Feature on these tables at certain intervals several sets of specially priced items from several de- something from cutlery and crockery sections on another; some men’s furnishings, such as odd pattern shirts or broken lines in socks or ties on another table, and so on. The best plan is to use small tables and put only a few items on them, being sure they are timely and extra good values. Call this corner of the store the “One-Day Specials Corner.” Advertise it, give it a little window space now and then and, above all, put one or two clever salespeople in charge of it. The idea is to establish a location in the store which can be used as a detached outlet for price- reduced values from several departments. The success of this plan depends on the choice of the featured items and the daily changes. In advertising, do not mention the items, but mention the department. Get it established as a place every woman ought to glance at before leaving the store. The Magic Values Table For Short-Period Extra Value Offerings: This plan can be used to replace and improve on the old special selling device known as the Hour Sale. In six or eight departments in different parts of the store, preferably one on each of several floors if there are sev- eral, place a table which is different in ap- pearance from the regular run of tables and show cases, but try to have the tables ex- actly alike, no matter what floor they are on. Call these tables “The Magic Values Tables.” Have the same merchandise on all of them and all at one price. That is, the table on the fourth floor has gingham house dresses on it for Wednesday. The Magic Table on’ the first and third floor has the same. The merchandise is priced regularly Month-End Sales Start Monday at Byaitel & Fisher’s Every department is brimful of real bargains for this spring sale. Replenish your home and your wardrobe from the specials listed below. quality and price. The “Makings” of Distinctive Spring Attire Silke br oidered AN Special Priece At Spin) Prices Luggage Housefurnishings Tub Materials pherel Kary tec » Art Department ~ Specials Leather Goods Women’s Fine Kid Gloves At Special Prices Women’s Lisle Underwear | NOTIONS | | SeRsb s37tee i | ! | REMEMBER—Each article is the typical D. & F. merchandise, reliable in Muslin and Philippine Hand El Underwear | This Practical Stunt Moves Ready-to-wear An experiment which has been tried out in one large department store for the pur- pose of disposing of some articles of ap- parel at low prices, has worked out satis- factorily. This plan involves the transfer of the garments which they desire to dis- pose of to the ground floor, where they are grouped on tables, or in other convenient ways, and usually they sell very rapidly. In this particular store the ready-to- wear section is on the third floor, which is relieved by this plan of the “sale” atmos- phere. This store is satisfied that more garments are disposed of quickly in this way than if they were advertised as a “sale” and sold in the regular section. —say, at $2.50 on each dress. State in your ads that some time during the forenoon of Wednesday of a certain week these tables will suddenly bloom out with a special price like $1.95 for any of the dresses. (The price $1.95 may not be the right one for a value worth $2.50 regularly. The store can make that. This is for illustration only.) The idea is that women will be on the floor where other goods interest them and will watch the gingham dress table, the Magic Table of that floor, on Wednesday morning. State that the special price will continue in force until noon, or until the dresses are gone, but will return to the regu- lar price promptly at noon of the day an- nounced. This plan is practical for several kinds of variations of the way just outlined. For a change a week or two later, announce that in the forenoon one thing will be on the tables. In the afternoon, something else. Once this idea is established it will bring re- sults if rightly used. Red Tags and White Elephants Clear Goods Disposing of the season’s odds and ends is a rapid and profitable business at the Wade, Lietz & Grometer store, Aurora, III. Every year this firm stages a great Red Tag Sale. The town is placarded with ads, the newspaper allowance is doubled and red tags of the sort pic- tured are hung on every doorknob. Then begins the great knockdown. The original white tag is left on all goods to show the former value and be- side it is a red tag giving a price so tempting that none can resist. After the sale has run for a certain length of time so that practically every- thing is disposed of except undesirables, they stage a White Elephant Sale. “White elephants” in a store are costly because of the shelf room they partments; not necessarily associated or allied departments. For example, remnants on one table or a part of a table; millinery on another; Here’s an idea of what can be done with a few straight lines to make an ad of a number of items look right out of the paper at you. Its very simplicity commends it. It is easy to read at a glance. A very goodlooking ad with little illustration. Dignified and effective. consume, and this firm has found it more profitable to let the things go for next to nothing than to carry them over from year to year. SELLING IDEAS Maybe You Need Your Own Newspaper. These Stores Made It Pay in Sales Honest-to-Goodness Papers, One with Paid Circulation of 13,000. Have Cartoons, Special Correspondents, Police Court News, and Everything. Do your local newspapers reach the people you want to reach? Or are these people so situated, in farming or other outlying dis- tricts, perhaps, that you must get your mes- sage to them some other way? In one locality only five per cent of the farmers were accessible through the news- papers, and it was decided by the manage- ment of a progressive retail store, to cut down the newspaper advertising and try something more direct and effective. A weekly newspaper was decided upon, to circulate among 3000 families. It was regulation newspaper size, eight columns wide, but there was only one sheet. On one side was a full-page ad from all store departments, and on the other a newspaper heading under which ran the news and hap- penings of the store. This issue, sent under a one cent permit, had a circulation of three thousand copies. Knowing that people would soon tire of the novelty and come to think of it as nothing more than an ordinary advertisement, it was decided to publish an eight-page paper weekly. In the enlarged paper were many new features. Correspondents were secured in the three counties from which the store’s trade is drawn. Self-addressed and stamped envelopes were sent to about fifteen rural correspondents, who were only too glad to send in the news from their respective localities. In addition to this service, news concerning the city, county, State and nation is presented in a concise manner. Cartoon services liven the paper and a column of jokes adds humor. Editorials, a children’s section and a column for the store force also are included. But the page that is read most is the want ad page. Farmers insert their ads free of charge and many a cow has changed owners, many a hired man found a new job through this page. Over three hundred want ads were published in a recent issue. A reporter makes regular visits to the Court House, City Hall, Police Station and other points where news is available. Politics, however, are taboo, at least as far as partisan- ship is concerned. The present circulation is 13,000, with new subscriptions coming in daily. To place it in the mails under second class rating and to lower the cost of publishing a subscription price of $1 a year is charged. People pay it gladly, and many letters come in declaring it to be better than any other weekly in the county. A similar scheme was tried out in a little country town in the West. The enterprising store in this instance was entirely dependent upon the farming trade and surrounding towns. While there were two weekly news- papers, they reached only 1800 to 2200 and the store wanted to reach 5000 customers in this area. A co-operative arrangement was decided upon with the newspapers. They supplied figures on a four-page paper with the front page solid news, practically the same as in the regular paper. The price was $150 for a 5000 run. Postage brought the cost to $200. It was proposed to carry a page ad for the store and then charge enough for the balance of the space to reduce the cost for this page It Really Pays, Too. to $50. This worked out all right. The paper is distributed free. Its advan- tage is that it has some real interest in it, instead of being purely an advertising circu- lar as are so many co-operative papers. In this instance also, an especially attractive ¥ Memprus ; é Merchvasletat nee eS. Household and house- 2 ic! furnishing goods ars —now in progress here t=) OD 9 00 OOOO Fe ong ses> geo8g ; oy 2 s 8 3 i F 8 4 3 H seni , ; Ey et | is iit 8 ° 33 § hoa : $2 #28 F 3 3s Fi } [se Ro PDO SOLOOD-c eg -e-- = \a/ A plain, simple, splendidly merchandised ad, with outstanding illustrative border. read, neat and decorative. for you. Easy to A model with ideas feature to readers is the free Want Ad column. Business has been pulled from thirty-five miles away, right through several towns much larger than the town where this progressive store is located. Shifting Rug Stocks Makes Old Seem New It is a good idea to shift the carpet and rug stock around a little now and then. Customers who come into the department and go directly to the old, familiar corner usually go there expecting to find it occupied by the same old lines that have been there as long as they can remémber. They will not be annoyed at finding a change; instead, they will be impressed—the very fact that you have something else where they expected to find Wiltons (perhaps) will cause them to ask where the Wiltons are. ; That’s the beginning of a sale, getting a customer to ask where certain goods are to be found. Suppose that customer went to the corner and found the Wiltons there as usual, she would be apt to think, “I saw that rug the last time I was here.” In the event of this happening, would a sale result as read- ily as in the case of her failing to find Wiltons at all where she expected to? Putting the piles in new locations gives the line an appearance of freshness and newness that adds much to the desirability of the goods. A Neat Little Scheme for Kitchenware Selling A show window for kitchen utensils may be made interesting and a real business get- ter by putting a low table or a set of shelves like stairs into a window and, starting at the right-hand corner or the right end of the lowest step, put the smallest cooking utensil in stock. Next to it, and so on up to the top (if the stair idea is used, or around the table), place the utensil next in size until you have a complete exhibit of kitchen cook- ing utensils. Leave a space either in front of the lowest step or to one side for a plac- ard. Put something like this on it: ‘Here are twelve of the most commonly needed kitchen utensils in any kitchen, mounted in order of importance, cemmencing with the frying pan. The prices run downward in the order of the utensil least used. Notice there is only one price ticket in the window —$1.75 for a skillet. Figure out for yourself what the entire set can be bought for in our house-furnishings section. Then come right in.” Most women know that, day in and day out, the skillet or frying pan is used most often (or some other utensil, which one is unimportant), and then are likely to stand and look at that display until they really begin to see things they need for the kitchen. GO 0019 O99 1911 O11 O91 O41 O19 OH O21 Ore BHO Orr Or Be OH OOH OHO OH OH Or Or Or Ser Or Ory, 3 : : Gifts and Draperies Seem Queer Partners But It Pays ; é ; ; : é : H The linking up of different departments : is a means which a Middle Western store ¢ has found effectual in promoting sales. A : member of the firm says: “We have put $ the gift goods alongside of the draperies ¢ because so many of our customers buy ; frames and goods from us and make up : lamp shades for their friends. Since we ¢ brought the two departments together we { have sold a large amount of drapery fabrics ? for lamp shade purposes and we supplement : such sales often by suggesting that the cus- + tomer make sets—include table and bureau $ scarfs and other small pieces. : “By proper presentation of short lengths ¢ we dispose of remnants at a profit instead : of as in former days, losing money on them. : “Close at hand is our tea room, which has ¢ become a regular meeting place for our 3 women customers. From the tables they : can see some of our drapery goods and this ¢ frequently leads to sales. We don’t look for $ a profit on the food we sell—so long as the $ tea room brings the women to the store we ¢ are more than satisfied, as they always see $ things that they want.” é 10H O11 OH O11 HO OHH OOH OHO HOH OHH OHH OH OHHH OHH OHHH O19 O11 OH4 OH OF OHHH OHH OH OH O11 OH OHH OH OOH O11 O10 OOOOH OOOH One Z OO +9 OO 9 O19 OH OOO Oo Or Oe G1 OO O11 Oe Oe O11 Wr Or O19 We Oe Orr Or Oe Wo Orr Oe Ser “Power Farming Day” Brought ’Em in from Miles Around Prizes for All Sorts and Sizes, a Gen- eral Good Time, and Desirable Dollars Rolling in A community day with attractions so po- tent as to bring all the country ’round into town, was staged in Appleton, Wis., on April 12, and was such a success that it might be tried out with profit elsewhere. As in everything else, co-operation was the middle name of Appleton’s great day, the merchants working together wholeheartedly to assemble such a list of attractions that the farmers just couldn’t stay away. It was really a “Ford and power form- ing” day, and the particular center of in- terest was the opening of a brand new, big garage by the August Brandt Co. All the festivities, the entries for various con- tests and the prize distributions took place there. Prizes for All Shapes and Sizes The merchants clubbed together, and produced a great variety of prizes which were given in numerous contests, particu- lar rivalry being shown in the matter of Ford cars. There were prizes for the old- est Ford, the most dilapidated Ford, and the noisiest Ford, as well as for the best load of farm products brought into town on a Ford truck. The heaviest woman coming in a Ford found a prize for her, and there was a bountiful luncheon prize for the largest family driving up in a buggy. A general large family prize was also given, and there was a gift for the oldest woman, and the oldest man as well as the fattest, the tallest, and the shortest. These prizes covered about everything from ten dollars in gold to a 130-egg in- cubator, or gratis ten-gallon gas fillings. In spite of a cold, damp day, and almost impassable roads, the farmers began to arrive in town very early, and the activities com- menced in the morning hours. Merchandise certificates were in many cases issued for prizes, and obligated the winner to call at the store giving the prize in order to collect it— and incidentally to do what shopping he cared to. A Big Time Had by All The afternoon program which began at 1:30 in the town armory included band con- certs, motion pictures, and lectures upon power farming by half a dozen speakers, equipped with lantern slides to illustrate their talks. Meanwhile the streets were full of “Hick” bands (for which prizes were also given) and gift distributions were in full swing, while necessarily the stores were kept busy with the shopping crowds. Everything seemed to start and finish at the new garage, which, as the home of the Ford in Appleton, takes a place of major importance. Prepara- tions were made there for the accommodation of families who had brought their luncheons with them, and hot coffee was served them without charge. Brought Cold, Desirable Dollars Altogether nearly $1,000 in prizes were given away, all coming from the merchants of the town. This amount covered not only the competitive awards, but several hundred actual gifts which were distributed at the garage. All of the firms which took a part in the Soke LIN GaeleD EAs community day were more than delighted with the results, and found that business was very much greater than on the corresponding day of the year before. It was a get-together occa- sion that not only provided the visitors with a day of good fun, but which showed up in cold desirable dollars when the merchants took stock of the day’s activities. Smashing big ' hits for Saturday (sce poge 19) Savings not to be missed The Hecht Co. women’s new dresses Maytime fashions in a sale of compelling magnitude $16.50, but made to sell for two or three times more EW fashions, lovely fabrics; everything desired in dresses for street, matinee and sports wear. Four styles are sketched: forty more are here. each as individual and charming. Scores upon scores of dresses Crepe de chines Beaded georgettes Conton crepes Black, white and every favored shade. Misses’ sizes 14 to 18; women’s, 36 to 42; extra and stont sizes to 5214. See the window displays Two minutes if front of the windows will tell an an hour of reaitimg—these dresses For your easy selection Dresses will be segregated on racks according to size. variously in: Seldom does one see as good an example of The type and illustra- It ts use of black and white. tion are employed to mutual advantage. an excellent model for an opening ad. ‘‘New Clothes Cure’’ Latest Sales Idea Here’s the newest copy idea that we’ve seen in a long while. The headline reads, “Just one new dress has been known to cure a severe case of nervous prostration,” and the rest of the copy follows out the idea which is based on the claims of several doc- tors recently that clothes are often the best cure for certain illnesses. The idea appeared in an ad of the Glass Block Co., Duluth, and it sure is an argument that a clever woman might use to good advantage “to get what she wants when she wants it.” Market News Letter Prepares Family for Buying The When Store of Fort Wayne, Ind., sent a different sort of a circular letter to its cus- tomers and prospects than they were ordinar- ily accustomed to receiving. “The truth about ready-to-wear market conditions, styles and materials this fall,’ was the title of a single page circular letter which was written in news form much like the “News Letters” sent out by banks, brokers and financial con- cerns. In part it said: “Prices now and for the remainder of the season will probably be stable—neither rising nor falling exces- sively. This is a good sign, as it indicates ' that at last conditions are more nearly nor- mal. Industry and commerce are becoming more active, which means bettered employ- ment conditions. There will be more money to spend and it will be spent freely.’ Things needed for the family or household should be bought now on any slight recessions.” It’s certainly new for a department store Market- News-Advertising-Sales-Letter, and might prove interesting when sent to your own trade. Do This Now. Bridal Days Are at Hand Here is an idea for gift sales and, indeed, for anything and everything the bride may be interested in. It really is not necessary either, to be a bride in order to take interest in table linens, silverware and the many household and personal articles that could be included in a bride’s sale. Your appeal is a broad one when you send out an invi- tation like this one: Jones & Brown Request the honor of your presence On the occasion of The Wedding Gifts display being made throughout Their store for the assistance Of those who are seeking choice gifts For June Brides This invitation could be sent to a selected mailing list on regular wedding card stock. For newspaper advertising it could be set up in typical wedding form. This idea is par- ticularly adapted to the month of June or to special wedding occasions at any time. Other formal functions might be used in place of the wedding and prove timely and profitable. Banner of Progress Peps Selling Spirit A “Banner of Progress’ to be flown each month by the department showing the great- est gain over the corresponding month of the previous year, is found by England Bros. of Pittsfield, Mass., to stimulate wholesome rivalry in the departments. The banner is of white satin, heavily embroidered in gold, and is in itself the visible sign of a cash bonus, which is pro-rated among the mem- bers of the winning department each month. Evidence of Prowess Helps Sports Display If the store could secure a good repre- sentation of the cups and medals won by the feminine athletes of the city in various contests, and display these trophies in a window devoted to sports apparel, the store would greatly in- crease the effectiveness and sales power of the display. Particularly would this be the case if a card was attached to each trophy, telling who had won it, what recard had won it, where and when it was won, and what teams or gymnasium was represented by the winner. O59 +B OO +- B41 0 19 O90 Or Oe O19 Os Ore Or O19 O14 O99 OH O16 Oo Oe O99 Geo O e+ O09 G19 © O19 Oo Ore Owe Sor Ger Ser Ore er Oe Good 1 09 O90 Oe O02 O00 Oe Oe Oo O ee Oa Ge Boe See Gee Oar eo See Se Oe Ser See Ser Sor er O11 Oe Os Oe Or Oo Oe BO OOO +O Wer yer ter fey tet te ek ete ee ee ee ee ee &. Daily Key Colora Striking Fabric Idea A six-day piece goods sale in which a dif- ferent color is featured each day is an at- tention-getting idea. Corresponding colors should be featured in all the divisions of the fabric stock each day. If the key color is blue the silks, wash fabrics, woolens, etc., should be displayed so as to emphasize blue in its various shadings. The entire stock of fabrics need not be so treated, but enough unit or counter displays should be arranged to show the tendency and give the keynote of the day’s color. In small stores a group display would be practical, all on one big table, while in the larger stores the idea can be featured in the different divisions. The piece goods sale can also be helped by showing near the goods some pictures from fashion magazines or newspapers. A customer will look at an attractive illustra- tion and the goods and then will have her interest directed to a placard telling how much of the goods will be needed to copy certain of the models pictured. These esti- mates can be easily made by a competent dressmaker, and if she is a person of stand- ing in the community it is a good idea to have her signature on each estimate placard. The estimate plan can be extended to in- clude every item of trimmings and accessor- ies, and thus give the customer an accurate idea of what the finished frock is going to cost her. Wash Goods “By the Mile”’ in Group Prices July clearance sales have a way of being spectacular if you but give them the fighting chance. In the basement of a Western store “75 miles of wash goods” were sold in a well- advertised event. The goods were priced in five lots of 5, 10, 15, 19 and 2214 cents. The crowd was estimated at 3000 shortly after the doors opened which necessitated 126 addi- tional clerks. The Tuesday previous to the sale seven windows were used to advertise the goods for Friday’s sale. The evening before, a half-page ad was run in the three city papers which completed the amount of advertising done to draw crowds. “Health and Beauty” Hints Sure-Fire Sellers What do the leading physical instructors of your city have to say about women engag- ing in summer-time sports and about the necessity for women wearing the right kind of apparel when engaging in sports? Wouldn’t it add interest to a sports ap- parel display to quote some of these people along this line and to also play up the clothes end of the sports proposition as strongly as possible? The physical instruc- tors might be quoted on the benefits to women in increased health and beauty of en- gaging in sports, and these instructors might also be quoted as saying that women always put more zest into sports and therefore get more out of sports when they are properly garbed for such activities. All this sort of thing would localize and personalize your displays and would, there fore, help materially in sellingg more sports apparel. S EE Ll NiGwiep eh Aes “Week End Comfort Sale” for Vacation Miseries Week-end sales of toilet articles will jump with the weather of each Friday for the coming months of summer. Happy, healthy week-ends mean sport clothes! Have you tied up sports wear and toilet articles (that also spell comfortable week- ends) in the minds of your customers? If not, here is one way. Have a round booth in the main aisle near an entrance. Make it “out-of-doors” in its appearance— of rustic wood, for instance. Have two salespeople dressed in some of the, newest sport clothes to wait on the customers. Fill the round counter with merchandise from the toilet goods department. Vary the sports wear and the toilet articles,each Fri- day and Saturday. Suppose the two girls are wearing ten- nis costumes on the second Friday in June. Pick out freckle lotion, cold cream and hair nets to build high on that day. The next week-end have the girls wear new models in bathing caps and suits One could wear the shoulder cape of rubber designed to prevent sunburn. The other could show the long rubber cape that is worn either for bathing or rain wear. Toilet cream to put on to prevent sunburn and hand lotions hee be the toilet goods leaders that week- end. Follow this up with the hiker’s cos- tume, the golf girls, the motor girls, yacht- ing girls, canoeists—whatever the “favor- ites” in your locality may be. You will soon have them coming in to see “what next.” The law of association of ideas is said to precede action. Get them to thinking of sports wear and toilet articles as related, primarily as related to their comfort.