.IK tJAZKTTK-TlMKS. HKPPNER. OREGON. THCK8I' AY, JVXT 25, 1918.
PAGE TWO
J. 11. Sparks and wife have moved
to Condon, where they expect to
reside in the future, they having
rented a home and set up house
keeping in that city.
.-ovcrnm :it and take no chances on
heatless days, by ordering your fuel
NOW.
Attorney C. E. Woodson returned
Sunday from a visit of a few days in
Portland, where he was called on bus
iness. Advertising Is Secret of
Selfridge Success In London
Fuel will cost more later than it
does now. Save money; help the
s
It
1
3i
There's only one reason for the
greater covering power and long
er wear of B-H Paints and Var
nishes and that's quality, B-H
quality.
Permanent pigments, pure carbonate of
lead, pure oxide of zinc, refined linseed
' i oil. Combined by manu"'5cturin? pro
j c.-sp.'S devv'oped by the . ass-Hueler
fau' Co. daring 61 years ol experience
in making caaliiy goods.
You are alv. . s sure of sat isfaction when
you use ihc Bass-Hujter line.
n H Pi Hi.
Mi
N It xH'Al
-ft .Z.-saag v aSS . - i. I. Wff.vjtfiaMi!
P&izds & famishes
WW if Tash & Akers H
IfoX ''i Heppner, Oregon.
Vww a i rum l'm J
Fresh Beef Travels
on a Rapid Schedule
Fresh beef for domestic mar
kets goes from stockyards to
retail stores within a period of
about two weeks. Although
chilled, this meat is not frozen;
hence it cannot be stored for a
rise in price.
A steer is dressed usually
within twenty-four hours after
purchase by the packer. The
beef is held in a cooler at the
packing house, at a temperature
a little above freezing, for about
three days.
It is then loaded into a refrig
erator car where a similar tem
perature is maintained, and is
in transit to market on an aver
age of about six days.
Upon arrival at the branch
distributing house, it is unloaded
into a "cooler", and placed on
sale.
Swift & Company requires all
beef to be sold during the week
of arrival, and the average of
sales is within five days.
i
sasaJL ' ,-, in 2-' ! i.vl,. 1 ' "
Any delay along the above
journey means deterioration in
the meat and loss to the packer.
Swift & Company, U. S. A.
American Proprietor of Great Department Store in English
Metropolis Tells How Publicity Woke and
Finally Won British.
The following Interview by Charles
N. Wheeler, London correspondent of
the Chicago Tribune, with Harry
Gordon Selfridge, a former Chicago
merchant and now proprietor of a
large department store in London
conducted along American lines, is
reprinted from a recent issue of the
Tribune.
London. "On August 5, 1914, tlio
day after war was declared, I in
creased our advertising space. From
that day I have been buying all the
advertising space available. I would
do more advertising today if I could !
i
get the space.
"We are limited only by the limi
tations of the newspapers. We are
taking right now every Inch they will
give 'us and at rates that would make
us In the States turn sumersaultsswd
fall over backwards. .
"I am paying at the rate of $1 per
agate line for display space right
now. I will take more space if they
will give it to me and at that rate.
I probably will pay more before the
war is over. But I will take all they
will give.
"The first four months of this year
have been the biggest four months
in our history. This growth has
come because we have forced it. At
the beginning of this year we were
the sixteenth largest house of the
kind in the world. At the end ol
this year we will be the sixth. With
in two years after the new store
building is completed we will be first.
. Ada Shatter Traditions.
"A big factor a very big factor
in this record has been and will con
tinue to be newspaper advertising,
We never could have broken through
these traditions over here without it.
We had to use all we could to break
down prejudices. We made people
stop, look and listen. Then the
store Itself did the rest. , .
"We now talk to millions of
people every day through our adver
tising columns, and they believe In
us, trust us, respond to that adver
tising quickly and continue to be our
customers in all kinds of weather.
The large business enterprise Unit is
not going the limit in advertising
just now is making a huge mistake.
"Now, more than at any other
time, it is necessary to puBh the dis
play advertising. If retrenchments
appear netesary they should be made
in every other department but the
publicity one the newspaper adver
tising one. These prices they are
soaking us now for space are simply
awful but I'll take more space if
they will give it to me."
American Store in London,
The foregoing statement was made
by Harry Gordon Selfridge. I drop
ped in at the Oxford street store the
other day to have a chat on business
and the effect the war was having on
great merchantile establishments of
this character. People here refer to
the Selfridge store as the "miracle
store" and the "brilliant business
romance."
The store has had a truly brilliant
career. Mr. Selfridge achieved what
all his friends and all London told
him Impressively was impossible
the establishing in the heart of Lon
don's great drapery district of a
typical American department store of
huge size. They told him and
proved It to him to their satisfaction
that he would lose every dollar
he intended" putting into it. They
endeavored by every kind of dis
suasion to have him see the light and
return to America before he had to
borrow the price of a steerage tic ket.
Advertising Is Secret,
Today they still marvel. They
can't understand it. Perhaps if Mr.
Selfridge were to answer why he
fooled everybody and made himself
the merchant prince of London in a
few years, and had to compress his
answer into one word, he might
truthfully reply:
"Advertising."
That is, it was the judicious and
intelligent publicity that brought the
store to the people of London. His
greatest task was to get in touch with
the purchasing public. He found
a stone wall of tradition opposing
him. Innovations, particularly from
America, made no appeal. Then he
turned on London a searchlight of
newspaper advertising that stands in
the record one of the most expensive
and brilliant pages In merchantile
publicity.
Invents Huge Hums.
He began spending money as if he
had the Bank of England back of
him. He realized that the London
populace might not gasp in wonder
ment at the small advertisement ex
tolling the merits of a silk stocking.
He realized that he had to do some'
thing on a big scale, and something,
above all else, that would compel at
tention. He knew that Londoners have a
weakness for art. The average Lon-j
donor will waste half his time going
down the Strand or improve it
stopping to view the crayons and
wntercolors and sketches in the shop
windows. A beautiful picture, an
artistic drawing, a clever cartoon,
will get an audience any time in old
London town. So Selfridge started
out to do something big in the ,
artistic line.
He ascertained the names of the 1
leading black-and-white artists of
the English capital. He got in
touch with the foremost artists of
the day the men who had made
Punch, and the Graphic, and Illus
trated News, and other great illus
trated periodicals famous the world
over. He got in touch with other
artists. Then he set them to turn
ing out the finest drawings they were
capable of.
London "Falls."
London fell. London, though not
in a hurry about it, casually dropped
around Oxford way if that happened
to be between any points to be visited
that day. Many, no doubt, came to
scoff, but remained to pay! Like
wild turkeys following a trail of corn
to a trap, they were shy and walked
around a good bit before venturing
in.
But once they ventured in, the old
American department store system
scored delivered the goods, dollar
for dolar; quality, service; courteous
treatment; making every word good;
every line of the advertisement a
solemn contract between the store
and the purchaser; refunding with a
smile when it was requested; no
trouble to show goods; whether pur-1
chasing or not as welcome as the sun
shine; a cordial welcome on every
foot of the floor space; a "come
again" smile that was on the square
and not a lure; the building up of
that big family spirit of mutual
helpfulness, and the understanding,
and sympathy; and the quality of
the wares that spoke most eloquently
in service.
i
Buyers Crowd Store.
Today the drawings of the artists '
who made London stop and look at ;
the Selfridge ads are shown in the
art stores. Copies are sent to all
quarters of the world. And after
confidence in the store was firmly
established there was no further
need of the artists. The page adver
tisements of wares were all-sufficient.
And the more Selfridge piled his
money into page ads the greater be
came the volume of business and the
larger the Selfridge family of buyers.
There was another little stunt In
applied psychology that won out
big. The Selfridge wisemen realized
that London couldn't get out of bed
and enjoy a breakfast without the
"leader" article in the morning news
papers. So Selfridge copyrighted
the line: "By Callisthenes." And
Callistlienes began writing "leaders."
For five years these "leaders" have
been appearing in the Evening Stand
ard, Pall Mall Gazette, Westwinister
Gazette and Globe. At the head of
the column for these five years has
appeared a little editor's note, read
ing as follows:
"Note. This column Is occcupied
every day by an article reflecting the
policies, principles and opinions of
this house of business upon various
points of public interest.
"Selfridge & Co., Ltd."
These "leaders," brilliantly writ
ten, were paid for at special adver
tising rates, and they were "some"
rates. London will read a brilliant
article on any subject, just as Lon
don will praise a poem If it is up to
their standard of brilliancy, regard
less of the subject treated. They
will stick for form.
Rivals Finally Wake Vp.
Selfridge has taught London that
there is nothing comonplace or un
worthy in advertising and publicity.
He has made It pay big, and has
dignified it. He has outstripped j
those in the same business who
frowned on the "vulgar" system of
exploiting one's wares through ad-,
vertislng. i
Now all London Is trying to catch
up with him and there is little ad
vertising space to be had by the lag
gards, owing to war economies.
Selfridge has the cream of it.
Of present conditions Mr. Sel
fridge says:
"The business man who fails to
realize that right now In wartime
he should drive ahead with his ad
vertising at greater speed than ever
before has overloked a golden op
portunity. At no time in the history
of our business here.has advertising
paid such large returns as right now.
My only regret Is that I can't buy any
more space." i
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Living Outside of
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o o
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