The Glenwood post., 1910-11-12
BUSINESS METHODS CHANGED
Ing on Honorable Basls-Fashlon
Fifty Years Ago.

Fifty or sixty years ago the retail
business of the country was conducted
much after the fashion of some OF the
merchants Of the East side of New
York city.
There was an outside" man who In
duced the prospective customer to
step inside"
Once inside he was at the tender
mercies Of a half dozen or more
salesmen, and If the first one did not
convince him, each salesman in turn
took fall out of him.
The customer went in expecting to
be robbed. The merchant invited him
in expecting to get the worst Of 1t.
The first price asked for an article
was usually three times Its actual
value, the first amount offered was
usually three times below the actual
value.
And SO the haggling would go on.
back and forth, back and forth. some
times for hours. Each man distrust-
ed the other. each man trying to get
the better OF the other, and in the end,
each man feeling that the other had
gotten the better OF the bargain.
It was legitimate business, too:
everybody did it, nobody considered 1t
unfair or dishonest.
There was not much advertising in
those days-one could not haggle in an
advertisement-there must be plain
statements and definite prices named
in the advertising.
II merchant advertised certain
article and named price three times
its actual value his outside man would
not be able to get anyone to go in
they would think the price final, since
the merchant took the trouble to pub
lish It
The first merchants to advertise hon
est goods at honest prices had hard
row to hoe-people did not believe In
them, thought it was another move to
get the better of them, and the mer-
chants who did not want to change,
who did not want business put on a
higher plane, encouraged the peoples
disbelief, made fine penny out OF pos
ing as old-fashiond business men, as
"stand-patters" for things as they
were.
But progressive men had seen
light and kept on advertising honest
goods at honest prices.
By and by the people began to
think there was something in this one
price talk; then they began to inves-
ugate Then the advertisers began to
get action.
Just as soon as the people began to
think, It's all over with questionable
methods. They force man out or
force him to get in line, as is being
proven every day in this old world Of
ours.
Advertising, and nothing but adver-
tising has placed the business OF
our country in its high and honorable
position.
Advertising, and nothing but adver-
tising has placed the American busi-
ness man in a position where the pub
lie believes In him and approves Of
him
If that were all advertising had to
its credit 1t would still be classed as
one of the greatest business building
forces in the world.
more. 1t has taught the beople val
ues, it has taught them to discrim-
mate, 1t has made 1t possible for peo-
pie of modest circumstances to have
more comfort and convenience In
their homes, to wear better clothes.
to eat better food.
How?
First of all, by creating a desire in
the minds of the readers for better
things, and letting them know where
and how these things could be had. at
prices they could afford to pay.
By making 1t possible for the man
ufacturer to gain wider distribu-
ton.
Advertising is the greatest business
and confidence building force in the
world.
Try it In your business, Mr.. Nonad-
vertiser. and see how quickly and gen
erously the people respond to good,
honest, straightforward advertising.