The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1910-11-11
Advertising
& Talks Il
BUSINESS METHODS CHANGED
Advertising Has Placed Merchandise
ing on Honorable Basls-Fashion
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
statesmen, 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 it.
The first price asked for an article
was usually three times it's 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.
1t was legitimate business. too;
everybody did it, nobody considered II
unfair or dishonest.
There was not much advertising in
those days-one could not haggle in an
Observation-Disclosures must be plain
statements and definite prices named
in the advertising.
II merchant advertised a certain
article and named price three times
it's 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 II.
The first merchants to advertise hon.
est goods at honest prices had hard
row to hoe--people did not believe in
them, thought 1t 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
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-
tigate. 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 a 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-
Using has placed the business of
our country in its high and honorable
position.
Advertising, and nothing but adver-
Using has placed the American busi-
ness man in position where the pub
lie believes In him and approves of
him.
If that were all advertising had to
it's credit it would still be classed as
one of the greatest business building
forces In the world.
But II has more to its credit, much
more. 1t has taught the beople val
ues, it has taught them to discrim-
mate, II 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 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 It possible for the man.
ufacturer to gain a WIDER distribu-
ton.
Advertising is the greatest business
and confidence building force in the |
world
Try it in your business, Mr.. Nonad-
yertiser, and see how quickly and gen.
erously the people respond to good.