Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1909-12-15
BUSINESS
PRINCIPLES OF
C|MbEL BROS.
William Freeman, Writing of
Cornerstone Laying, Calls ADJ
vertising Secret of Success.

The news columns have given you the
details of the cornerstone laying of the
Gimbel Brothers store, but they did
not tell the real story, avs an article
by William Freeman in the New York
Evening Mail of December 8.
4 will try to tell 1t in this column.
l will start out with a reproduction
of the sentiment expressed on theb back
of the menu of the luncheon served al
the Waldorf-Astoria before the corne
stone laying:
"If the store we are establishing
in New York shall do anything to
better the condition of those who
shall be yoked with us in daily toll
:, it will b. a happy furtherance of
our ideals. OF course, the store
y must make money-a poor friend
coulGnt be the most helpful friend
but money is not the sole goal. If
we can develop. latent talent;.i If we
can encourage known talent; II we
can keep hard knocks from the
faithful helpers who haven't ten tai
ents, but just one; If, through prop
er. kindly and sympathetic hands,
we can lift some n from the
slough. of despond, ease actual need
through making self-help possible;
tf we can make work hours the be-,
getters Of CHEEKY faces; If We can
make rest hours recreative; IL we
can be the safe ladder by which
many or even a few young people
may climb to large success; If we
can at all times impress our or
ganization with the idea of clean
ness in life and business-We shall
be glad we decided to come to New
York"
What do you think of it?
What better Endorsement gould De
given of the principles of business s.
often exploited in this column? Wha'
does it mean? Does 1t not clearly de-
fine the purposes that must back III
every honorably conducted business!
Does it not emphasize the fact tina
mere money-making is not all there
Is to a business nowadays?
Must not great business houses set
good example? Must not their manage
ment OF big affairs be clean, straight
forward, honorable, Sc h a their IN
fuence in the community will increast
the multitude's respect for integrity II
business?
If big men, heads of big enterprises,
are not careful about their integrity-i1
they do not earn q reputation for IAN
dealing-if they seek money alone, not
caring much how they make it-don't
YOU know that the people who look ur
to them will say: whats the use OF
our following the code Of honor-it does
not make money for u.s."
How very fine 1t is that the great u
mess men of the country are more in
tense than ever In elevating the STAN
dard Of business-practising humanity
while making money-giving the square
deal no only because it pays, but be-
cause 1t is right to practise 1t.
lust glance over the following toasts
at the luncheon and analyze for your
self the undercurrent of thought and its
application to present-day business
methods:
1.-The Science with a Soul"
Mr.. Jacob Gimbel.
..Helping to Self Help" +,
Lee X. Frankel, Phi. d.
s.Commerce-the Fifth Estate"
Mr.. Clarence H. Kelsey.
"New York-the Magnet"
Mr.. Albert B. Boardman.
Can Business Lend a Helping
Hand?'
Prof. Edward T. Devine.
"The Civic Virtue of Beauty and
Progress"
The Mayor of Philadelphia.