The Roswell daily record. [volume] (Roswell, N.M.) 1903-current, 1909-01-27

{ only thing about his establishment
that was modest. He has since bost-
ed that he had only 500 capital n
precious little credit when he started
that wonderful general store. The
next week we were all amazed to see
a double page ad. right across the in
side pages of our little weekly paper
down at Oakhurst, telling people
what they could get at Solomon Lewis
for z cent, the things they could buy
for 5 cents and the things they could
get for 10 cents. There must have
been a hundred articles that he adver-
tised for one contour clothespins,
thirty invisible hairpins-you know
the things that m always are
running out of.
The merchants Of my home town
had been taking the usual six inch
spaces to their sales. Solo
mon Lewis new general store at Blank
Run o~vershadowed them. The follow
ing week he was quoting prices Of
fered in all other stores in the sub
urbs roundabout in parallel columns
with his own and Offering to pay the
trolley fare of every patron who bot
go cents worth or over at his store.
Such catchlines as Why not save Is
cents on a dollars purchase and get
a trolley ride thrown n ? seemed to
catch the eye of the frugal house
wives in the workingman's homes
along the trolley line. Every week for
five mortal weeks he kept that double
page ad. going in our home paper
h biggest ad. in the Every
one of those five ads. compared the
prices at the stores in the nearby
suburbs with those at Solomon Lewis
emporium, for it had grown to be an
emporium by this time.
ssThap he rQducad the cizQ of his
advertising in one paper and went in
to every blooming country paper he
could find along the trolley line. By
this time swarms of women with bas-
kets were asking the conductors on
the cars to put them off at Blank Run
They laughed and scoffed when they
first saw the barn like structure at the
roadside. but they did their buying
just the same.
"Soon my wifes washerwoman was
asking her why she did not buy her
washing soap at Solomon Lewis and
save 2 cents on every three cakes.
The stock at the emporium became
more ambitious, INT I do believe that
in those days the proprietor numer-
ated every blessed article he carried
in stock in his weekly Ids. He took
a shed alongside the big barn as an
addition to the emporium and then
IN ~A O1o Al hoooS h"SASy 4SSk
to make another addition. All winter
the women insisted on Drawing the
weather each week to take advantage
of the bargains at Blank luz And
now Solomon Levi owns the whole set
Element. You con see his screaming |
signs a mile. AT first his family fur-J
nished all the clerking force, but now,
he has a number OF hired hands. And
a few weeks ago he announced that
he had arrived as a successful mer.
chant In a unique advertisement that
ran something Ike this:
Eighteen Months Ago / was Worth
$780, Today I am Worth $4,000.
Because / CAV the Public Bar
gains in what they wanted to buy at
MY GREAT BLANK RUN EMPOR-l
Jun. |
"And his advertisement was accom-
panied by a picture of his family at
tired In their Sunday best.
Rather unusual Ell? Yes, it's al
freak case, j admit, but It's the clear
est example of the power of ADVERTISE
ing I ever saw. o. fellows tell the
old man about it the next time you |
tackle him for some particular adver-
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