The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1899-01-22
Southern Kansas Business Men,

/ Tho Chicago store which cncs sold Ave
\ dollar gold pieces for $40 lozt money.
( but the loss was profitable substantl-
/ ally the same thing takes place when =
/ merchant for any SPECIAL reason sells
/ articles - cost or under. But the eject
\ s. better in the latter case. Eiacs the one
I sale makes others. creates a good VII
/ and leaves an impression o. mastery
/ merchandising that holds che favored
/ buyers attention.
The Chicago Dry Goods Reporter ssys
I 20 merchants: Keep your eyes fixed on
I the wants OF your customers. for n you
I can supply these perfectly or more per
/ facr.v flsu aty one else facre VII np
/ longer BE- anything 20 worry about" The
hint applies a. wei 20 advertising as ~
rerchaadisang IN other words. tss adj
.er-tser must Sc an aifrulsf-not fheoseti-
CaIy. but iu ara Intensely practical way.
John Waunamsker g. already advert =
ing 0rzardles and swisBeE. saying. "NerT
sweet and simple are macy % me new
cott1ns-elegsut because ~ their sim
plclty Fery fire. t10. some - theui
seems rtrauEs 90 show them when snoS
storms are ruH dgc2 $ot a bit - if-
ard u forcing things 20 saIe was tas
policy ~ this store-Nh}ca e isn't. goa
kr0v-ve ehou.4 - justified 81 the cz-
hblt. Tor many wfll De bought right now
by those who appreciate 0r8t Ch9ice"
years ego Emerson wrote % = college
10Y. FSewsrapers have done much %
aahrrTiafe expression. su1 - - ira provo
style" bot be aided. Lam bow 20 get
fhcir best without their getting Tgu-s
Tho acsics iH 80 pas Tor fae shoDpiaz
woman as f1r the csIeae youth. Ia
every adtertiseraerf. practically. tssrs .
best The reader 1Eo aanfs mat ogt
s. ar artistic resdfr-f1r - ~ Uri'irz
has Become an ara. So too has al read
nE
P-ofsrzo- More - Kew fiavrH. n
recent lecture On Advertising $40. "fl
should ~ ieozr1 90 offy - attract rss-
toners 20 sour place - bus.sess sffaar
in psrsen ~ rF letter IS aFB a. -
serltseunert h4a core fhat g. has fsiazsI
ltr cgatrsrf-ft h4a delivered faa -
,f0ns. ~ . pssac vehieis uaiTat Do Rut
90 gfien does maca fne-e. taking sAe
essfoeasr ~ a particular cggrfsr arz
caarsHamaii1g IRE sac - special gods
A1verssstaE win tEis isnEer reara costs
20 nors tnaa soc other x4nf SEE if e
-as assert asg as.a reach that a ssreat
20 have PSI
80 g. q great n.staEs q imagine thzt
caeaa1~ss r. one % fse Creates reeer-
r1s-f -ilsas Eoe1s can have otasr rnar.
e1e-atloa waea nsak1ar pare sas@s- ~
Enhs fesFe 81 .arTs costiazrrt ~ ese-
toners w1o take price irt1 e1nzl1~sat1aa
tetpre arg i1ing slse. they are re 80
Res l1estr aplH class araong tAe azfrsas 81
iar Store Tasrr gssfg-sze - es-srs~ =
res to - siSafsa. bzf o. - nog tas sa~s
easea - a.ast adsastsze1as far sse me-.
esaat - sfr.rs. large Easasef r. fhu
tHftrr e.zF1 - c1ster.eFH EfeE rasr.lss..ss.
saer fEeese-fF ehsa ase-- = aarrtr -
az 1n1ae senEfh- TsslF better Juar,rsrs
ie1s fasra tast fse Fserslnz s-sss~si..-.
~ bargain eFleFs. zee easr 49, -
s4Tts 20 Fzs.oit gods Nhleh ase g..
- Ff as Sci 80 pre- Peopls -.
= - s'a r. aces are apgeales -
So ssfeFg ~ fHr 6arshs,sfs. - -.s.r
rffs . 80 gods - ssaca aas .e.s~.s-v..
mere - tnsH - eEtessiee es....-.... =
NTfsffhf - . s. aas9easss.le -
sFT - eltkes sxlFszse.