The Birmingham age-herald., 1905-03-07
300 THIMBLES SOLD
 IN FIFTY MINUTES
WOMEN PURCHASERS THRoNG CALHOUN COMPLAINTS JEWEL RY sToRE-"REsT ApvERTIs. ING MEDIUM IN THE CITY"

The Calhoun Jewelry company's store at 21O Nineteenth street north, was bonn barded yesterday by throngs of women from o'clock in the morning till s o'clock at night.
 Customers came from all portions of the city and from all points in the su- burbs. The morning postman brought scores of letters to the flrm--the heaviest mail it has had in its history. Telephone 1, messages began to pour in the moment the store opened, and the calls kept up so necessarily that the manager of the establishment had to ring off'' at 9:l5 for the day
 This tremendous business rush was due to the fact that the Calhoun Jewelry company had advertised a sale of 800 sterling silver thimbcs, at cents each, and had ADVERTISED THE SALE FIX CLUsIvELY IN THE AGE-HERALD OF SUNDAY.
 The advertisement stated that the 800 thimbles would be put on sale at g o'clock yesterday morning and that GUS toners would be D 'mitted to purchase only one thimbe each.
 An hour before the time set for the sale to begin the sidewalk in front of the store was crowded with hundreds of wo- men eager to gain admittance. They represented all ages and all classes wives, mothers, daughters, working wo- men, school girls, the sweet girl graduate. the woman who sews Tor living and the woman who embpoiders for the fun of the thing"
 James L. Gaines, the manager of the store, was almost panic -s.; icken when he turned up at the store to open the doors for the days business
 He had no idea that the advertisement PRINTED EXCLUSIVELY IN AGE HERALD would produce such STARTLING RESULTS.
 Promptly at o'clock the doors swung open wide, and the jostling women on the sidewalk rushed in It beat the Saturday matinee to death. More than one $5 or $10 hat or skirt was imperilled in the effort to get a 35 cent sterling silver thimble for cents.
 The women clamored for the thimbles, crowded against the show cases and like the boy in the bath-tub, would not be happy until they got for cents what they had been in the habit of T1y,ng 35 cents for.
 In fifty minutes the 300 thimDles were gone.
 The thimbles were sold at the rate of ten a minute.
 That didn't include the -ail orders which are numerous. To fill these the firm will have to order more thimbles By 10 o'clock the zoo thimbles were all sold The women still came. More than fifteen hundred called at the store during the day.
 Mr. Gaines was figuring last night how much the experiment of advertising "a good thing in The Age-Herald had cost his firm, as the thmbles had cost a great deal more than cents each.
 This thing teaches me a lesson that I'll not soon forget" said he. When business man has good proposition all he needs to do to make it go is to adver- tise it in first-class advertising medium
 Our firm has been advertising in all the newspapers of Birmingham, but we have never before gotten such splendid results from an advertisement as those that came today from the advertisement that was printed exclusively in The Age Herald of Sunday. It was a revelation to me. We could have fold 2ooo If we had had them.
 This experiment convinces me that The Age-Herald is, for our business at least, the best advertising medium in this city. and believe it is the best in the State"