Delaware gazette and state journal. (Wilmington, Del.) 1883-1902, 1886-09-09
wanarazktr,a.

in easiest types the news Of
the store from day to day?
We have heard a wise mer-
chant say that one of the chief
incentives to advertising is the
glory Of seeing ones name
and lucubrations in conspicu-
GUS print. 1t may be with
some; but we look for their
names in big black letters
made blacker still with a set
ting Of broad white spaces.
For our part we choose the
smallest OF proper types for
the name at the end, and for
title the usual style Of the
paper as to headings. These
give a sort Of state or official
sanction to what we have to
say; but they are not conspic-
uous. TIE types get so used
to printing those formal head
ings and signatures they would
almost 60 on printing them if
the printer should fall asleep;
just as you get SO used to
seeing them that you take
them for granted, skip them,
don't see them at all.
It's our business to keep
you going in all matters of
dress and furnishing, whether
Of the person or house. You
act together somewhat, if you
do not consult together, in all
these matters; and how are
you going to act together I'M
less you have something to go
by? We furnish that some
thing to go by.
It's the news of the store.
It's the things to be got. It's
the fashion-forwhat is fashion
for you if it isn't the drift of
what people are doing around
you? That isn't to be got out
Of papers or pictures, not the
fashion for you-they are for
people who want to be first, to
lead, not to follow, perhaps
not to be followed. The fash
ion for nine out of ten, ninety
nine in hundred, for almost
all, for all but a few so few we
: hardly dare speak of them
lest we seem almost to tres
pass on that personal immu-
nifty which people have a right
to expect in a civilized country
which the newspapers are
forgetting nowadays--the fash
a ions for all but almost none
4 are coming together with the
I stuffs. There is no such thing
s as keeping the fashions and
: stuffs apart. The fashions are
formed, they grow, they
gather strength and control
d from the stuffs. You read
4 and see, are pleased and
y choose; and so the fashions
.. settle and fix themselves. I'm
consciouslyyouare the makers
i. OF local fashions; and local
'ashln1 Is Only a phrase Tor
m waa @oupict Qua 81 Tie stuhs
+ the world has set before you.
rs After all what is Of account
\, to you in this column is the
4, y news OF arriving merchandise.
I. That we mean to give you
rs rs with as little work for the mind
e. in understanding as for the
cd eye in reading; and we think
hit 1t full compensation for the
M LONELINESS of language with
ri which our gatherings out of
as the world at home and abroad
tx are set forth that the news of
#, r. the store is written impartially
r"n with very little regard to. pro
" hts and losses. The main adj
,ro vantage, to us as well as to
' as you, is in the things them
r. e selves and in your understand
ing them. Let the world of
advertisers, then, go on prais-
cd ing their own particular wares.
"a, Enough for us to print the
\, v news as it comes to pass.
VI What il by and by you should
ID. h n out you can judge of the
ne nG things somewhat by reading /?
be be john WANAMAKER.
ne Chestnut, Thirteenth and Market stroa,u
AMI 'ity-hGil square