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THE OHEGON ' SUNDAY - JDURNAi; PORTEAND ; SUNDAY - MORNING,-MAY 21 1922
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weU ty4 crisply I i " " "- -'i r- j " " r i!""T7"' -" " '" " Jv'S'i!J- aSTi I r 1
' ' - -i - " i - I I rirl the best."
. I k ' - 4 " .-J - ' , ,V, ' J I yesterday! . -j ; :. , M; .1
"-''JS V lit SI - - , ' 7t
! ivl off
and the contract t thorough
ly itattsfartory. I shall arrl-v Friday the
eighth, and if convenient held like to
onfer xvith you Saturdayv I shaU then
ready to go to work tn earneet Moa
day morning.
"Thanking you for year covrtesy and
Promptness, I am-
Sincerely yours,
"Sw A. UEADB."
P. S. It is only fair to tell you that
X am a womin. If yoa deot want me
on that account, pleas wir m right
a.way- Tours truly,
"STJSAN AXJCE MEADE."
-Well, I'll be hanredi Sir. Mile Wll
; lard, president of the Masto Leaf Ice
Cream company, . looked over at Mr. Dan
Mahoney, m&na&er of the Maple Leaf
plant. Would you ever hare thought
that that young Chicago fellow who
wrote those, Ton't keep a race horse on
a pack mule's job' ads, and the 'Well,
why not smoke tobacco for a change V
was a Susan Alice 7"
"Susan. Alice! Ban turned to regard
tils employer with open-mouthed amaze
ment. "I'd 'a' bet a dollar his first name
was Sam. And we've hired a Susan Alice
for an advertising man! Susan Alice!"
When Miss Meade arrived at the one
storied, red-brick Maple Leaf plant on
Saturday, however, she proved her right
to both her names. She was Susan in
the slim straightness ' of her dark suit,
the smart plainness of her hat (which
bad doubtless cost five times as much
as a mere man would have guessed), in
the business-like directness of her ap
proach. But under the smart plain hat her hair
was soft and wavy, and under her business-like
phrases her voice trembled a
little. Excitement sent a sudden hot,
unbusin ess-like wave of color sweeping
down to the severe plainness of her col
lar. It was Susan who assured Mr. Ma
honey, impersonally, pleasantly, that
anywhere he could find room for a desk
for her was quite satisfactory. It was
Susan, also, who listened with alert, in
telligent' respect to Mr. Miles Willard
while he explained that the Maple Leaf
company was an infant concern; that- the
ice cream could not be placed on the
market for two months yet, although, of
course, the advertising was to be begun
at once; that the huge Wiley Ice Cream
company would be their only competitor,
and that, beyond her year's contract, he
could promise her nothing; her future
would depend upon the future of Maple
Leaf ice cream.
It was Alice who fell in love with Mr.
Miles Willard while he was still explain
ing the state ice cream laws, long before
he had reached the requirements as to
the percentage of butterfat. She would
not have admitted this to herself, of
coime.
"DUTMiss Susan Meade, starting work
next Monday morning, -was as pleas
antly crisp and business-like as the white
linen collar and cuffs on her well-tailored
tricotine dress. Dan Mahoney, whose
desk in the large, bare office room was
only six feet from hers, liked her at once,
and chuckled when he saw how she put
the new Maple Leaf salesman a fresh
young man with a vaudeville quotation
wit in his proper niche.
But when Donaldson, this same sales
man, suggested to Willard that the brick
ice cream be made not in the customary
.layers but with a mable leaf of the con
trasting flavor running through the brick
and showing on each slice, Susan was his
most enthusiastic supporter.
"If the molds don't make the process
too expensive," she urged, "it would be
wonderful advertising. Think of it,
in from lunch-
I
1st
your Vade-mark on every piece that
served!" .t
The idea became a Maple Leaf bom
pany fact. v . ' I j
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fTHERE is no kr owing Just how much j
of the future of the company (was
really decided that rainy afternoon. . j Por
without this afternoon and a few others
like it, Susan Alice might not have felt .
quite so intensely as she did when Fred-"
erick Ladder's offer came. V ' i 1
Susan met Ledder at the quarterly ,
luncheon of the Advertising club.
Carlyle, the advertising manager,! in
troduced Ledder. : ! ! "
"This is your bloody rival, Miss Meade;
Mr. Ledder is advertising manager! for
Wiley's ice cream." : j !
"TONALDSON cane back late every jaft
ernoon with new orders, and three
days before the day 'Maple Leaf was to'be
placed on the market the climax came.
It was nearly closing time when Donald-
Bon hurried in. M l
"Just dropped in to tell you I've landed
the Du Pre Caterers," he said. "Got 'era j
signed today. Say, Jenkins; will tear his j
hair when he hears it. He's been hound- j
ing 'em to death for the order." ; ; j j
Jenkins was a Wiley salesman. Don-
aldson breezed out i of the office, having J
told his news, an i Susan and Willard I
faced each other across their desks. Du i
Pre was a smart French caterer just
opening- a big she p. They knew that
Wiley's had been hard after his account. !
"Miss Meade," said Willard, solemnly, j
"we've done it!" j
"You don't mean! just Du Pre?" I
"No Maple Leaf. We've; put it over, i
before a quart has appeared on the mar- ;
ket! We've got enough customers right i
now to swing the tiling through the first
summer, granted Jubt average hot weath- i
er. If we don't get another one from j
now till October we can make it. We'll I
get through the winter all right without i
a question. That is! the harvest time for j
quality ice cream. Wiley's stuff doesn't j
go worth two bits tjhen. If jthey weren't i
linked up with the Dal ton creameries !
winter alto-
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For Sal et Drug and Department Stores
fa -Mac
llere la year eppo
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Requisite, Send tis year
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they'd shut down in the
gether and make candy."
And Susan Alice, the young i woman
who never mixed her social and business
life, went. j j
CUSAN ALICE reached her boarding
house a little after 8, to find a tele
phone message.- She was to call South
6297 if she came in before ; 8:30. Puz
zled, she called the number. A crisp,
feminine voice answered-c "Just a mo
ment. Miss Meade. Mr. Ledder would
lilce to speak to you."
Jf'I Want to ptop around this evening for
a few minutes (and talk to you,V came
his big, assured voice over the wire.
"This is pure business."
"Very well' said Susan. ''I'll be glad
to see you." j, j
Once Ledder arrived he went I imme
diately to the; purpose of his visit.
"Miss Meade," he said, "we wnt you
in the Wiley company. I don't know
what the Maple Leaf is paying ybu,, but
we'll double it." !
Susan was I quite as prompt, quite as
direct. " . !
"I couldn't; Mr. Ledder," sh said.
"Even if I wished to leave Maple Leaf,
I am under contract for a year.
Ledder leaned back comfortably in his
chair. j j
"You have a chance to leave it now,"
he outlined, "at double the salary they're
paying you. Can you be sure of as good
an opportunity, say, three months from
now? You have a year's contract, but
the Maple Leaf Ice Cream company"
he paused impressively "may not last
through the summer,"
"Just what," Susan asked, "is going
to. happen to the Maple Leaf?"
Ledder hesitated a moment and then
6aid:
"The day that Maple Leaf Ice cream
appears on the market day after to
morrow every dealer in the city and
surrounding towns will be notified that
-Wiley ice cream is cut 20 cents a 'gallon.
Some of your customers may last in spite
of that, or Maple 'Leaf may ! be able to
cut Its price 20 cents, too, though the
shoe will pinch fits manufacturing cost
will be' higher than ours. Suppose they
make the cut, though. Very shortly
there will be another. Wiley's wil begin
offering ; their dealers surprising dis
counts, large commissions. How j much
of this can ! Maple Leaf meet ? j Wiley
could sell at a loss for. a year, if neces
sary!" f
Susan Alice rose, abruptly, ending the
Interview.; j
"I suppose you meant to be kind In
- ! making me your offer, so I thank you.
J ; But I don't care to; consider it." f
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J TJTTHEN Susan reached the ! red f brick
pi" building at half-past eight the next
morning something had gone wrong with
; one of the motor trucks, and1 the presi
I: dent of the Maple Leaf company,! whis
f tling, in his shirt sleeves, was experi
i mentlng with It himself. ' He waved a
! monkey wrench at Susan - and raised a
: jovial face, streaked across One cheek
; : with oil and ; grimeJ j '
Willard's very smile twisted at her
l heart; she could have run across the
I truckroom and put her arms about him
I in a vain, shielding, womanly iwayi In
i stead she said only; ) j
"Just as soon as you have a moment
; ; to spare may I speak to you ? It Is some
thing rather ; Important." j U
The truck's engine began to j throb ev
i enly, and, wiping his hands on a 'piece
of waste, Willard followed Susan Into the
; office. : ' ' i
All the gayety had left the man's face
I long before she had finished. He nodded
.! once oaftwiceii f !
j. "So that's ftheir . game. That's I why
I they have been keeping so quiet They've
I almply been waiting to see whether we '
1 were going U be worth their (while to
. crush. I suppose it's a sort of compli
! ment that they consider us worth it." He
laughed grimly. !
They consider us worth it," eald
Susan.! ifMr. Leader jpractfcally admitted
that, but for this price cutting nothing
v ; could stop us." "--".',. !""'."'.. I '
Tm a fool. said Willard, "not to have
.foreseen this. , Even jtTncle Mflfea didn't,
though that's a minor consolation; he's
a slick old business man himself, and I've
checked up every point as it came along
'with him." '' r , i I
; ? I He sat staring at the edge of Susan's
; JSesk-In silenc. - Finally he xtsevwashe4
i 1 - ' .M t . -I i
eff the grime; and donned hls coat..
"If anyone needs me," h told the sten
ographer, "I'll be back by boon. I'm go
ing to see how much more money I can
raise.
CO WILLARD went out; after capital,.
and Dan into . the freezer room to
check up on production. Production and
capital at work, advertising waiting. As
Susan sat down at her dark-wood desk it
seemed suddenly as though she were
linked with the whole feminine slant on
life waiting for men.
: Then there was the page in the Daily
Gazette, the newspaper fhich reached
the shop people, the mill workers., This
had to advertise the bulk ice cream, and
showed the quaintly dashing counter sign
which had been given to very druggist
olr confectioner serving Maple Leaf. Un
der it appeared the words: !
A SWEETHEART ITEST
! "If you see this little sign when he
takes you in for a soda or a sundae, he
is tne ama or man wna always buys a
lrl the best.
These proofs had looked so Interesting,
so promising to her and Willard only
yesterday!
! Willard eame In at j noon, looking
drawn and worried. He and Mahoney
had a long talk,' in which there was much
shaking of heads. Willard dictated two
letters to the stenographer.
i"I may be late this afternoon, he told
her, "but I'll be in to sign them. Just
leave them on my desk."
And Just as Susan came
eon, he was off again.
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A.T.' O'CLOCK promptly the book-"4-y
.keeper and stenographer cleared
their desks and left. Donaldson blew in
for a breezy moment, then out again to
catch the lake car. Dan had an appoint
ment with his wife, and after waiting
uneasily for 10 minutes, scribbled a note
which he left! on Willard's desk, and took
a hurried departure. One of the trucks
was still out; Susan was alone in the red-;
brick building. She knew with an un
canny feminine instinct that Willard
would come back beaten.' And, she did
not wish him to come back alone to a
deserted building.
And then, suddenly, coming as amaz
ingly as a miracle, she saw; a way out.
She eat staring at the faded hyacinth,
her Hps parted, her arms crinkling ' to
the very fingertips . with excitement.
For a brief instant . she forgot Willard .
entirely in the 'thrill of it.
The idea-was so simple that she won
dered he had not thought of it before,,
wondered that Willard had not thought
of jit, or Ledder himself. Willard, . of
coUrse, might not . approve. But she
would be ready in case he did. With a
nervous glance at her desk clock, she
telephoned the 'Journal. Carlyle, fortu- !
nately, was still there.
"Is there still time,' she asked, eag
erly, "to add a line to our big advertise
ment?" j
There was a little pause while Carlyle
called the composing room, Then:
'"Plenty." he assured her, "if you can i,
get), it in the first thing In the morning." ;
"Just the same," Susan assured him:'
."And If we want to run it. I'll have it ;
ready before 8:30 tomorrow."
Then she called the other two news
paper offices, j She had just hung up the !
receiver after having received the third's '
assurance, when Willard came in. One ,
glance at his face was enough to tell her
the truth. . 'j ; . , :!
He sat down at his desk; staring dully
before him. He glanced up sharply as
Susan spoke, i
"I've thought of something." she said.
way out. tt
"If there Isn't any other
might be worth trying."
"What is it?"
" "It's Just this: Dont let's try to! meet
Wiley's price war at alL Don't let's cut
Maple Leaf even once. All the response
we've bad so far has been to Just one
type -of advertising the quality angle.
Bee, this Is what I mean."
She passed across the three advertise
ments. Across the bottom of the first
she had written in1 large, -bold letters a,
proud, almost Insolent defiance:
"More Expensive Than Ordinary
Cream? Naturally.'
For several Instants Willard blinked In
surprise at the haughty challenge.
"There's nothine"," Susan said, eagerly,
"nothing that makes a woman so sure
she's getlng quality as to have to pay for
it." L . i
"Susan Alice, he said, with a solem
nity which made the profanity both a
prayer and a promise, "I'll gamble Maple
Leaf on the feminine slant. Let Wiley
cut!" i
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AS A matter of fact, the Wiley Ice
Cream company limited its fight to
one cut. During the month this was in
force, the new competitor lost two orders
to five )t gained. After the 30 days Wi
ley's went back to its original price, a
tangible, definite retreat. Maple Leaf
"promptly raised its price. They had be
gun using the slogan: "The More Ex
pensive Cream."
"And we've got to live up to our
boast,' ! Willard told Susan, "even if it
does burden us with outrageous profits."
It was at a luncheon of the Advertis
ing club in July, after a Fourth whose
sheer volume of business had all but
swamped the new company, that Susan
saw Ledder again, i
"Well, I see you j people have put it
across after all," he said, genially.
Susan smiled her friendliest smile.
"After all," she said, "there's room in
a city this size for both of us. Isn't
there?"
"It looks, said the great Frederick
Ledder, . "as though from now en there
might have to be." j
And as they were ; finishing their des
sert: ;! ;
"Well, if you should ever change your
mind about staying with Willard. Led
der j observed, "come and see me. The
Wiley offer holds good."
"Thank you, but there Isn't a chance.
I've .already agreed to a permanent con-
nection with the Maple Leaf," said
Susan1 Alice both of her.
(Copyright. AH rUhta narmi. Priatad by ar?
nncament with Metropolitan Hevnpapa Barrloe, Niw
Tork.) ; ; : - . I
I , Ml fit
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Name t...,..wL.M
City and State,
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