The Providence news. (Providence [R.I.]) 1891-1906, 1905-04-01

II was on April 8 1880. that a new sign
appeared over the doorway OF the little
dry goods store al the corner Of West
Minister and Clemenoe streets. The old
s'gn read "Macleec. Edwards & Co" and
WIS replaced by one reading Shepard g.
Company"
John Shepard Jr.. then a young man
OF 1. was the reading spirit in the new
concern and within few months as
sumed the entire management. His next
door neghbors were Robinson, the
jewelry man and Howe & Carr. the drug
gists. At the corner OF Union and West
minister streets was the large dry goods
store OF u. W. Ladd & Co. His neigh
bors took very little notice OF the change
OF the firm on that April morning. but
81 was not many days before this new
influence was felt In the retail business
life IN the city.
HIS INFLUENCE ON ADVERTISING,
One OF the FIRST things that this young
man dh was 10 inform himself as TO the
city's best Newspaper. and was soon at
the Office OF the Journal asking for the
insertion OF a display advertisement en-
tireiy different from any that had ever
before appeared.
This advertisement was refused This
was due 10 the fact that with the STYLE
Of press then In use II was impossible
20 hold the form on the press without tie
column rules. and Mr. Shepard wished 20
have the rules eliminated and display
lines run across several columns without
q break as advertisements are commonly
Sc today. Beetles. the style OF the ad-
vertislng IN 1851 was as different from
that of today as black is from white.
The ordinary merchant thought that any
thing further than An announcement that
he was "still AZ the old stand" was he
meath his dignity and the newspaper man
agement did not know that they cared
20 have 2 faring display advertisement
appear The Young man persisted and
a compromise giving much more display
than usual was agreed upon. From tho
day that this advertisement appeared the
store took on new life Thy front was
soon remodeli@d. new low show windows
with large plates 81 glass replacing tho
old-tirne windows ~ Mackee Edwards &
C.. People began 10 talk % shepard : "
The man then little known 10 Providence
kept them talking.
The following January he inserted tho
first whole page advertisement that ever
appeared IN the Providence Journal n
act the whole town talking Fvervbody
on Westminster street that morning was
commenting upon g. And they did more
than talk; they went 20 shepard's 20 In
Nesugafe " The little store WAS packed
why" ssid Mr. Shepard recently. "one
man In my store sold more towels AZ i2i5
cents on that day than any man has ever
sold IN one day since a. retail" Mr.
Shepard himself used 70 help 70 sell the
goods on busy days AZ that time He
bought them. helped 20 display them on
the counters. wrote the advertisements.
sidsd IN the selling and signed the checks
90 pay for them
EXPANSION.
Very soon he began 10 think of sxpan.
sion He first took The upper floors Of the
tY'icing he was in and IN a few wears the
greater opportunity which he had hoped
Tor came
II that time r. , Beane. Nho was In
rte shoe business IN this CITY. held the
lense on the buli'ng adjoining the sheu-
arc store. and occupied By Robinson and
1--we Carr. MI Shepard learned that
mr bcane YES soon going 10 leave tho
IVY. and before snsone eiHo seeiaad 40
INV of the fact. had OBTAINED poss..s-