Evening journal., 1890-03-12
WANAMAKER,N.
PHILApELPHIA. Wednesday, March l2. 1890.
TIE a0eathea today as likely
10 be clear.
This is the store birthday.

This is the store birthday.
Fourteen years old; as a gen
eral store, thirteen. The
unique and peculiar relations
between this store and this
community justify statements
and condolences concerning the
business that otherwise would
be singular.
You and we working to-
gether keep the business grow
ing. We enlarge the con-
ditions-you avail of them.
Never was there an enterprise
SO completely mutual between
private ownership and public
partnership as this. The plural
personal pronouns mean you
and us all of us. You will
therefore be glad to read some
reminders of the business.
More especially notice that
here the extraordinary is nor
the ordinary. The wonderful
assortments of Dress Goods,
imperial in scope, monumental
in bulk, incompatible in
variety, universal in adaptation,
perennial in novelty, the assem-
bly, of the best in all the world
is the one overshadowing illus
tration of the fact. No single
store elsewhere gathers and
shows such Dress Goods stocks.
A short while since you were
astounded at the showings, but
now you expect them, and
would criticise your store Sc.
verely were they lacking. We
need to remind you of this lest
you be impressed by loud state.
ments in the daily papers.
Every day, normal conditions
here are prodigal beyond the
power of competition.
And the same is true OF
the other stocks. Millinery
1i1,St 01eaO Tuesday, 18Th inst
Not only our own towns.
people, but professionals and
connoisseurs,l amateurs and
dealers from Paris and New
York, attending our opening
Receptions, quote the Queen
of Sheba: The half was not
told" and the displays never
equaled. Witness the next
Millinery Occasion. Other
testimony might be had in vol
umes; Furniture by the acre
the greatest Carpet business ir
this city and still growing
China and Glass, Housefurnish
ing things, Books-but yol
know the story of one is tht
story of all.
/ You are interested that tht
business always leads. A.
advertisers we must not bt
overbashful, 'twould be againsr
the spisit of the age. We live
on the spirit of the age. There
fore we ask you to notice oul
leadership in advertising. The
following from a Printing
Trade Journal and copied ex
tensively indicates our mean
ing;
II 1t was not John Wanamaker who ha
| established the practice Of setting advertise
% II. pli ,le oni,an ~ Io,4ga case ass'eIs, an
has practically made that style his own, b.
| adopting IT, more generally than anybody else
| IL is now quite common, and the advertain
pages, OF newspapers are improved by It
adoption. The plain type Of generous siz
| appeals to the eye and is easily read. Tn
whole Is confessedly an advertisement Their
is no deception about it, 1t is more con
spicuous than reading matteri II is honest
| And is much more effective than puff anon
the pretended reading matter items OF th
We predict that the time viii come when q
advertiser will be ashamed to ask a news
paper to insert as reading matter what is i
fact an advertisement.
But the leadership is NOR
in thought than in type. Ou
ideas, sometimes our very ex
pressions or echoes of them
come back by scores, fire.
quently from hard by, oftel
from remote places. Th
other day we read nearly a pag
from paper printed in anoth
city, every word of which wa
quoted from US and no cfedi
: given. Take them bodily
: good friends, don't mutilat
them. But limitation is tn
! highest form of flattery," an
q we are quite content.
The poct &c cecuYsa Th