10 '
I".- 1
' THE ( OREGON DAILY JOURNAL; PORTLAND, WEDNESDAY EVENING. MARCH 18, 1803.
The Journal library Voting Coupon
THIS COUPON IS COOP FOR 5 VOTES IN THE JOl'KNAL LIBRARY CONTEST
'' Cut out the coupon, fill fn name of organization or society you
wish to tote for and deposit in the ballot box at
A HOLSMAN'S JEWELRY STORE, 149 Third St. ; "
' " R. A. Wilson's Drug Slore, 133 Grand Ave.
WATTS-MATTH1EU DRUQ STORE, 275 Russell St.
Name of Organization
Nam of Voter .
Address
Old or new subscribers to the Daily and Sunday Journal, paying
In advance, will be entitled under this offer to special votes as fol
lows: One year ($7.50), 750 votes; six months ($2.75), 300 votes;
three months ($195), 125 votes; one month (65c), 40 votes.
There's Room on Our'Books for Your Account
"i ' . ... . ..,-'," : , '
The Big East Side Store in furtherance of Its great daily-Bar ' .
gain Policieshere offers grand inducements to Thursday patrons. '" '
LIBRARY VOTING CONTEST
A 1800 library given away aoaoiuteiy rree.
nam
An elerant . library of 100
Minm .nit hanifaoma rolden oak cases, will be riven to the lodge, school.
church, club or society In Portland securing the largest numbtr of votes.
Every merchant listed below wllr give with each 10-cent purchase one vote.
, . . . i i . i. . , 4 Intl.. .rKaaI AkiiMh ..lnK " mMl.ttf maI.
Jng the largest number of vott will be awarded tho library complete, with
rases. Current accounts when promptly paid are entitled to votes. The library
la on exhibition In the Fifth street window of The Journal office, corner Flftn
nd Yamhill street. Ballot boxes are located at Holsmans jewelry store.
ina mnuij nii-iuiini(u
.iff Tnira Street: vvnua rnini uiur mwi , a uimni k.chuv, "u-p
drug store; S7( Russell atreet. where all votea ahould be deposited,
with the following merchants and get busy with the votes:
Trad
. V. X. XiinU ft CO., dry goods.
clothing and shoes. ISO to 184 East Mor
rlaon street
. X. KOUnCAJT, Jeweler. 14 Third
. atreet Main fl8. .
O. St. BOPSTXATZsV photographer,
166 H Third atreet Pacific 1726.
XASDEBZY TXAJTkTWB ft BTOB
, AOB CO, office, and warehouse 111-111
,'. Merth bixth atreet Main 1185, A-1685.
TM M. K. XBAZBABO CO, sporting
goods, 121 Grand avenue. East IIS.
UBEBTT CO AS ft XCB OO, office
II! Pine, atreet Home All It, Main
161.
- TtJXOAB COAX. CO, offloe ttl Burn-
Bide atreet Main 177. A-177S.
BTTBCB ft OSTZB, merchant tailors,
' 124 Stark atreet Paclflo 100.
. OBSOOV aiwl CO, clgara and new a,
147 Sixth atreet
W. B. H.ITT, plumbing and gaa flt
ting, 507 Williams avenue. East 4125.
b. a. wzxaovv wxzra rsowr
TDMva STOBB, lit Grand ave. E. 5658.
A. 2C. WU.I.JJTT, grocer, 121 Grand
avenue. B-1211, East 28S.
' TXB KODEK XABBEB SKOP, finest
hop In the city, 1 blxth street
acAsovzo tnmi qboczbt, iso
Tarn hill, corner Park. Main 5521,
A-S7I7.
' CBTCAOO SfAXXET, meats, 117 Third
atreet Main 41.
BCOBBXSOBT ZLBCTBICAL CO, til
Eaat Morrison atreet East 3128. B-1815,
WATTg-MATTBIXTT CO, druggist.
175 KusseU atreet, . JSaatytsX.
i
vHDMEf FURNISHERS
S HAWKS ft Mm wood dealers. I
yard East Eighth and Main atreeta. Eaat
SIS.
IXIOI KIRK, fine mllllnerv. 4ft
Washington atreet.
SB. WBZOBT. dentist 142 W
Washington, corner Seventh.. Main HIS.
CXSTTBAXi XABXXT. meata and fish.
no urand avenue. B-1IS4. East 4tz.
XTTTTZB-ZrUT BBBA9 CO, corner
Second and Columbia streets; retail 14S
Third street
TATXVOB ft ITABTOV, plumbing and
gas ntung, sua pine street
ZCOOBB BBOS, eaat side news deal-I
ars ana coniectionery, wuiiams avenue
ana ttuaseii street, nasi twz.
B. A. MoASAMB. bicycles and sport
ing goods. Williams avenue and Knott
atreet East 2482.
WTT.LT 1 BX ATX. UV1ULL1 TA.O-
TOBT, umbrellas and leather goods, 644
Williams ave. c-1004.
Tm M f l W r. Int.. mvA I
HKvniori "aw . u iiuu .if. Aa .up..
KOXSSXXt A rmET. meata and fiah.
S40 rirat at. Main 17.
CXITBCXXXT BBOS, wood dealers,
Marshall and 13th ata. Main 31.
OOLDSTAUB'S OBOCEBT, 271 Rus
sell st East 680.
JOXX X. JCALI.BT, groceries, 492
Washington st Main 2167, A-2167.
Specials now advertised are for the one day only tomorrow. '. '
East Side "Spccial"Oar OvvniDigh Grade r.Iallrcss-OIIcrcd Now
on Sale for the One Day Only Thursday - $7.95- Wortb $15.00
No store in Portland can offer you a better mattress ttt $15. Our name gxes with every one, for they,
are i made expressly for us. Nothing but the best clean cotton felt, with extra heavy tick 'covering.
ouaranieea to De tne Dest popular pncea mattress on the market, lomorrow (Ti down, $1 a tpT QC
week) .. ..PleVO;
A Sale of Kitchen Cupboards Specially Priced by Us af $5.50;!
Worth $6.50-On Sale Tomorrow at . . . . . $4.25
Finished in either the natural or golden oak, good and roomy,. standing 6 feet high, 36 inches' wide and,
1J inches deep; 4 shelves; large drawers and double glass doors. .A most excellent value. at ' (PJ Or.
$6.50. Tomorrow special ' .......PfraCJ
' , . I II l I. I, i , , , I I ' I ,
Two Special Inducements From the Basement Section $1.25
Lamps 65c -$8.50 Dinner Sets . . . . . $4.25x
10 dozen Lamps, specially purchased for this sale. v '
Frosted globe and fount, No. 2 burner, stand lamps, suitable for parlor or general use. Reasonably i?C1
priced at $1.25. Tomorrow special ..." , UwC;
$8.50 English Semi-Porcelain Dinner Sets
Beautifully decorated in small rose design. Every piece well shaped and clean cut Sets contain fifty;
pieces, including 6 soups, 6 7-inch plates, 6 5-inch plates, 6 butter pads, 6 fruit saucers, 6 teas and saucers,'
2 platters, 2 bakers, 1 bowl, 1 creamer, 1 sugar; remarkably low priced at" $8.50. Thursday jr
special , )4m J
The World's Greatest Range, the Incomparable "Eclipse' Delivered to
Your Home on the Terms of $1.00 a Week Guaranteed for 15 Years
WE BUY IN
Union
All Aronnd
the Corner
QUANTITE8 SAVE
THE NEW
AH Asbud
the Bonn
RBIQHT
Avenne TTD
'Tim
and East BM UjCHSU CPM WZ
Rnrnciffo "
GEVURTZ BROS.
Union
Avenne
and East
Bnrnslde
if
SIDE WS
SOLID UNIT III
FAVOR OF BRIDGE
University? Park Board of
Trade Gives Proposed
Structure Backing.
"In order to prevent any further xnla
' - understanding as to the attitude of
the University Park board of trade In
reference to the high bridge across the
' river at Alblna the members of this
. organization wish It to be publicly
- Stated that they are heartily in favor of
the proposed struoturs to be built from
the foot of Hancock street o the ter-
; mlnal yards on the west side." This
statement , wa authorised at an nnn
'.meeting of the board of trade held at
,i. he Artisans' ball In Portsmouth Mon
day evening.
The Impression given out at one time
as to the stand of a number of the
peninsula Improvement bodies in refer-1
ence to tne pnage was to tne errect
that these organisations were opposed
to the construction of any bridge that
... did not approach the foot of Kllllngs-
worth avenue or some point In that vi
clnlty bo that it would be of more value
to the oenlnsula proDerty owners. How
ever by taking a vote on the situation
It was found that the majority of the
members present last Monday were In
- favor of the proposed - oridge at nan
V' pork atreet or anv street in that vlclnlt?
though Jt would. 'however, be desirable
" to have tne Driage approacn ai joinings
: : worth if it were nosslble or practicable,
Judge Munlyi spoke to the . federated
clubs of the peninsula at St. Johns some
time ago soon after the impression got
OUl Tnai tne peninvuia wan upyu.eu 10
- the hlsrh bridge at Hancock atreet He
jnnvlnon1 them at that time Of the lm
practicability of building a bridge for
the peninsula at this time. Me aiso
said that a bridge at Hancock would be
of great advantage to tne peninsula ana
would serve them, for a number of years
v to come when perhaps they would have
,. to have a bridge at uiunworin ave
Judge M. Q. Munly. who is the leading
spirit In the promotion of the Alblna
i nign rtriage as presiaeni o - me orm-
eat tsiae jiud xmprovemeni annoeiauuu
ir
matt
Ity in
day night In the Russell street Woo"
mi SIDE GETS
LIGHTS
MANY M
Complaint Made of Distribu
tion by Many Citizens
Less on West Side.
Considerable complaint has been reg
istered by different property owners on
the eaat side relative to the distribu
tion of electric street lights that have
been located during the winter. It has
been Intimated by some that discrimi
nation has been shown in the location
of new are lights.
in
EXPEND EFFORT
FOR BOULEVARD
Probable St. John9 and Pork
land Will Be Connected
by Paved Way.
One of the most enthusiastic meet
ings ever held on the peninsula was
held at the Artisan's hall at Portsmouth
Monday evening under the auspices of
the University Park board of trade. The
peninsula has Inaugurated a move for
better streets, more protection from fira
and more lights.
Tne Improvement of Portsmouth ave
nue Is one of the most InsDortant pro
jects undertaken. Another that is talked
of considerably and which would be one
of the most creditable improvements
fienlnsula property-owners could make
n the opening of a thoroughfare from
Kllllngsworth avenue to St. Johns to
be paved Its entire length. Killings
worth avenue Is to be paved soon, anl
then the city of Portland would be
connected with the peninsula and 8t.
Johns by one bf the finest drives from
a scenic point of view about the city.
in reference to the Portsmouth ave
nue improvement the following resolu
tions were paased Monday evening:
Whereas the change, of grade on
Portsmouth avenue from Willamette
boulevard to the harbor line on the
WORK Oil SEWER
EIEipj RAM
Heavy Downpour Sunday
Fills Big Brooklyn Tun
nel With Water. .
Recent rains and high water in the
Willamette river have delayed work on
the Brooklyn sewer again after two
months of steady progress on the proj
ect The tunnel from the river to East
Eleventh street wnlch was opened Its
entire length last week is now filled
with water. The crews worked des
perately all day Sunday In the tunnel
putting braces against the walls to pro
tect the tunnel from the heavy rainfall
Until last Saturday nearly ISO men
have been employed In the tunnel and
on the open cut. Progress has been
made under favorable circumstances
during most of the winter. The fore
men say that since the panic labor has
not only been cheaper but the laborers
employed work better and faster than
before the panic when they were paid
better wages. Contractor Oiebische
feels much encouraged over the outlook
and says the sewer will beln use be
fore the fall rains come this year.' The
contractors expect to finish their work
In August.
The tunnel was opened Its entire
length of 1.600 feet last week. The ex
cavators will be put to work rounding
rmrth flirin at th YV i I la met t a rlvo In
now under nnrixldpratliin hv the ntrt ut the bottom and walls for tha ma
order to give the property own- committee of the city council, and sons as soon as the water In the river
ers and citizens of the eaat side a com- whereas. It is a subject or vital lmpor- """H,"eB "cinwy 10 aiiow in iaoor
prehensive view of the installation of tance to ail the people of the peninsula e" to enter the tunnel again. About
iiv.. ..-i ,u . i. I ri BtrWa or.,) ainx. it ! Hoiiavori hvlBso feet or the masonry has been laid at
rww Kto number ..thera that such a change of grade as I the east end of the tunnel and 40 or 80
prepared- ahould be made and tha a f ?el " ln.e w"8l.pna- ine masonry in
permanent Improvement be made from I tunnel will br completed In about
Willamette boulevard to the aforesaid three months and It Is expected the ro-
harbor line; therefore, be it resolved "" -""e open cut ana me souui
by the members of the University Park b"ch lfomPleted, soon after,
board of trade Tne rnost difficult portions that have
That we are heartily in favor of this ?,jJItVi'?'i wlt.t ar, fln,sh0'-
lmtir.ivm.ni nri r.ni.it that th .treat Mr. Glebische believes that from now
committee of the council of the city of PJ?!, .?Hpieteut,nS lab?r"
Portland mnArt t.vhi a th. -.in rs will have plain sailing. High water
work in the tunnel and that can be but
alight now.
Tho work on the open cut 'la far
enough along so that the water no
longer hinders the men. The work has
been carried beyond Brooklyn creek, the
bed of which the tunnel followed for
quite a distance making it necessary to
do much extra excavating In order to
carry away the water. The open cot Is
now witnin 100 feet or the south 1
"Had dyspepsia
years. No appetit
distressed me terrlbl
branch.
or Indigestion for
e, and what I did eat
rlbly. Burdock Blood
Bitters cured me." J. H. Walker. Sun.
oury, unio.
EasfSideDramatic
Organization
BTBTJUBD ILSdIAIT BTTsUrgTOB I
st. vwiom aim omAjro atb.
wmx or xoxday, kaxox i
"Finger of Scorn,,i
Performance every evening. No matlne
ANY SEAT 10c
A flowering plant will be given away
Saturday to person most nearly guess
ing Mr. M. Floyd's age.
presentation of the matter to a vote or
i the people of the city in June ana ;tnat
s at the meeting of the organisation Fn-
men hall the petitions would toe checked
- tip and presented t& the ity auditor so
nar me quesuon couia De pui vn xup
:, panois ror the June election.
' Engineers are working on the speclft
j cations for the bridge. - Engineer Mo-
i , jeaKa or tne Northern pacmo wui De
nave tne council set aside a part or tno
. appropriation recently voted . by ; them
lor this purpose.
I ' A cantilever bridge or a draw bridge
Is out of the question, according to
Judge Munly. He says the government
i win not permit another bridge to be
built across, the river that interferes
.'fin-any ...way 'with the river traffic. It
i will have to be high enough so that the
v largest boats can pass beneath merely
. by shifting their topmasts.
Thv ' Thomas' EclectrPc Oil Is the
best remedy for that often fatal dls
anecroup. Has been used with sue-
iin-s;r.amUsr for ,ht yws."
' Mrs. U Whlteacre,, Buffalo, N. yT
-Oregon C Zlsetrlo aUway Oompaav
; JTaw rart XlaiteA Berries
Effective Sunday4 March 15. thls'eom
tany will - place In service additional
. focal and limited trains betweti For"
land and Salem. Hours of arrival and
, departure of these trains will be found
. In another part of thia paper. -
. Tomorrow and Friday will positively
"."" ' , Y. 'ksi n east
ule gas bills. Portland Oas company.
October, November, December, January
and February tho following list of lo
cations has been prepared. Ove'r 100
lights were Installed and located by the
executive board during the five months
mentioned on the east side. Only one
or two over 40 were located on the
west side during the same time, which
shows again that the eaut side has re
ceived more attention In this respect
than the west side. More lights like
water mains, as shown In these col
umns a ween or so ago, nave been pro
vided for the rapidly growing east sld
during the last few years than have been
provided for the west side In the same
time.
During October lights were located
on the east side as follows: At
Eleventh and Halsey streets, Halsey and
Margin streets, McMlllen and Ross
streets, Division road and West avenue.
West and Hawthorne avenue. Pretty
man and Hawthorne avenues. Pretty
man avenue and ProsDect drive. wt
Uavenue and East Yamhill street. East
Aiaer ana irettyman avenue, Belmont
street and Francis avenue. Base Line
road and Myrtle avenue, East Salmon
and Myrtle avenue, Base Line road and
Church -street, Belmont and Spring
streets, Base Line- road and Wilbur
atreet. Rex avenue and East-, Ninth
atreet, East Twenty-third street and
Umatilla avenue. East Seventh and
Miller streets, Going street and Mal
lory avenue. East Twenty-fourth and
Surman streets. East Twentv-seventh
and Alberta streets, East Water, and
East Stark streets. Grand avenue and
East Everettetreet, Grand avenue and
i street. .
November lights were In
stalled at the following locations on
the eaat side: At Union avenue and
East Taylor street, East Fifteenth
street and Broadway, East Fourteenth
and Mason- streets, juast truth and
Failing streets. East Fifteenth and
Base Line ' road. Union avenue and
COVFISZITTIAIi
CBSSjrc
! change of grade to the city council and l tne only ,Item that can delay , the
tnat tne committee urgently request
the council to take such action as nec
essary to establish a new grade; and be
u runner lesoivea,
"That copies of these resolutions be
furnished to the street committee of the
council before their next meeting and
also to the mayor and the city council."
a remonstrance naff been riled against
making the change by the Electric Land
company and by Columbia university.
The matter Is, however, of much Im
portance to tne board of trade and prop-
eriy-owners on me peninsula.
At another meeting next Monda'
evening the electric light Question wil
be taken up. The peninsula has many
grievances against me present electric
ightlng policy of the city and believe
more favorable terms should be ob
tained from the Portland Railway,
Light & Power company before granting
iiioiii tMivuier irancmse.
Better Equipped j
Than Ever!
TXT AW EAST SXSB nOTTSM
rhones Eaat 8646, B-1888.
East Side Printing Co.
Cor, TJnion Ave. and S. Washington.
Failing street, Rodney avenue and Fre.
tnont atreet. ; East Twenty.
Gladstone avenue, Ellsworth street and
Milwaukie avenue. East Thirty-first
street and Gladstone avenue. East Fif
teenth and Xjtnn streets, Ji&st .fifteenth
street and Tenino avenue. East Tenth
Rtreet and Miller's avenue. East' Elev
enth street and Tacoma avenue. East
Eleventh and Tibbetts . streets. East
Twelfth street and Buchtel avenue and
East Twenty-seventh . and . Going
streets. - - '- "
During December lights were located
aa follows:, iAt Eaat Thirty-second
nd East Mam streets, isast Tenth and
East Mill streets. East Thirty-fourth
and v Stephens streets. Grand . avenue
and Multnomah street, Gantenbein ave
nue and Beach , street - Alblna avenue
and Falling street and East r Thlr
teenth and Cawood streets. '
Durlnr January lights wers Installed
as follows: At Willamette boulevard
and Sumner street. East Fifteenth street
and KHUngsworth avenue. East Thirty-:
first and Alberta streets,' East Eight
eenin street and Killings worth avenue.
East Eleventh and Wygant ... streets,
East Seventeenth and Wygant streets,
Berthwlck and Simpson streets. East
Thirteenth - and . Rhavr -atrnata Vast
First street and Broadway, East Twenty i
r- r
fourth ar-d TlbbetU streets, East Ninth
and Hftwthorne avenue, East Nineteenth
and Mill streets. East Forty-second and
jn vision rono, juusworm street and Ha
bersham avenue. Willard avenue dnd
Willamette boulevard. Charles and
i. union sireeis, East Twenty-eighth and
Clinton , streets. East Thirty-fifth and
iuinon sireecs, neaa or oxrora street
East Twenty-second and Tibbetts
streets. East Forty-eighth and East
xamnni streets, mast view and Gilliam
street. East avenue and Gilliam street.
East Forty-elghth street and Hawthorne
avenue, uast thirteenth street and Leo
avenue, ui inira lurn oi juannaa ave
nue. East. Twelfth ana Hancock streets.
East Twenty-fourth and Easp Gllsan
streets. East Twentv-nlnth and Ores-nn.
Siskiyou street between Union avenue
ana mast seventh street. East Twentv.
second and Schuyler streets, East Sev
enteenth an a u razee streets, Rodney
avenue ana cmaver street, mast tour-
teenth and East Washington streets.
jcajsi iiuriioin ana junior streets, iVing
and Court streets, Lawrence street and
eanay roaa and ttoaney avenue and
Prescott street . f
During February arc lights were ln-
stauea at tne rouowing locations on
the east side: East Seventh and Fall
lng streets, Willamette and Portland
oomevaras. jast f irty-sixth and East
Lincoln streets, Willis boulevard and
Haven street East Thirtv-aeventh nH
East Washington streets. East Twenty-
sixtn and East Burnside streets.- Gantan.
Dein avenue ana Bianaena street, t)ne-
nnw ana rarreii streets, UASt BlxtQ
street 100 . feet south of Hancock
street, jarrett ana commercial streets.
East Ninth and Karl- streets and Port
land boulevard and MaJlory avenue.
EAST
TEEMS
LOWER RE NTS
LOWER PRICES
This is the foundation upon
which we have built one of the
largest home furnishing estab
lishments ja the city.
These Desk
Specials
Are a few of the many bargains
which can be found in any de
partment of our mammoth
home-furnishing establishment.
$9.50 Desks 96.50
. $12.00 Desks $9.40
$15.75 Desks .....$12.00
$1675 Desks 912.90
$18.0pesks 14.00
$19.50Tesks .......... f 15.25
-..'.-.-J.;-vrry vo, :
, , ,.r ,
1
iht ABC W XYZ
., t ... ... ..
kwim
v i . ? - S -
Esl6
. A' SERIES OPiTEN TALKS ON AD-
A ' SERIES OF TEN TALKS ON AD-T ; .,
VERTISINO written by Seymour Eaton of IXL'V U v '
Philadelphia lor tho rttdere of Tho Journal X 1 J V M '
i . ! . .
Department store advertising maTy. be idividedt
into three classes : bad, very bad, and damned bad. '
. .. . - ' '
Bargain advertising: is in the first class. It"
1 does self hoods; but if well done it could easily
. make three blades 6f grass grow where one grows
now.-. J . 1 . ' ' ,
... " ' - ' , i
v You and I tixow beautifullv dignified and ex- ;
elusive stores that charge $10 for what cost them
$4.98 and other plain every-day workingmen's
, shops which charge $4.98 for what they advertise
'.as actually worth $10. The one store cheats by
- overcharging and the other lies but gives good
value ior inc money. t
7
Customers are not all fools. It is safe to say ' ,
that not more than 1U per cent of them are fools.
But the bargain advertiser doesn't know this. He
thinks that everybody gulps the whole proposition
in one swallow.
.The "worth-$20-now-$12.50" bargain offer h'as
been done to death. The people buy the $12.50
article because $12.50 is as much as they want to
pay; because they have seen the goods; because
they have intelligence enough to know that they
are getting good value for the price J but for every
one who buys there are two others shoo-ed off by,
the roll-up- tumble-up, throw-up-your-money hur
rah. An honest bargain properly announce'd is al
ways good advertising, it 1 controlled a news
paper page I should use one-third of it, down the
side, for legitimate bargains. " I should put the
word "Bargains" or "Today's Bargains" at the top
and with the descriptions of the articles I should
give selling prices only; say nothing in figures
about values or cost prices; use that space for de
scribing the goods. I should make the descriptions
as brief as possible ; leave everything to the imagi
nation of the customer except the selling price; and -now
and then I should omit that; let the customer
come to the store to find out. Then I should make
these bargains look like charity by very contrast;
by using the remainder of the page to advertise my
regular-priced, always-in-stock clothing and dress
gotjds and carpets and furniture and all that sort
of thing;; and I should make this department so
full of life and spirit and enthusiasm for the goods
as to make my counters irresistible.
The store that preaches is in the second class.
Preaching isn't advertising. It may be entertain
ing and instructive; it may analyze to a nicety the
ethical policy of the store; it may impress the weak
minded with the fact that this store is a great public
benefactor, a powerful influence for good in the
community, a sort of merchandise university which
ought to be endowed by the state. But preaching
doesn't sell goods; it doesn't even draw a crowd.
The formal, refrigerator, my-brass-plate-is-sufficient
advertising is in the third class. It has
an tne dignity and drawing power of a corpse.
Mark you, I am not criticising the idea. The idea
is fine. To be a chosen people clothed in purple
and fine linen; to bask in the sunshine of wealth,
or of aristocracy, or of fame; to eat where it eats,
to drink what it drinks, to wear what it wears, to
buy where it buys, to talk what it talks, to dress
your, poodle dog with what it dresses its poodle
dog; to be somebody exclusive, even one or two
removed or second hand; that is greatness; and
people pay big money for greatness, even for the
varnish or veneer. It is the advertising that is
bad. It might easily quadruple the trade and yet
keep within the boundaries of the elect. Exclusive
people don't think. You don't need to put salt on
their tails. They follow a leader like a lot of sheep..
Your business as an advertiser is to capture the"
leader; the bellwether of the set. The rest is easy.
The others will pay for the privilege of . standing
in line.
Embalm and bury the brass-plate advertising.
Use the space to talk to your customers. Some of
them read advertisements. If a poor plebian should
happen to read about your goods and wander into
your shop by mistake let him do the worrying.
P. S-Talk No. 7 will be published in
The Journal on Saturday, March 21.
(Copyright. 1M, -Chicago.) 'r -
Era gla-fsealtOO at Metzf erfk i
" ' "a- , . .'.-'
1