New-York tribune., 1911-03-07
TANAMAkER'S TRADE LIFE
.colden Book" Out to Mark 50th
Business Anniversary.
usTORY THAT IS A ROMANCE
os Tell of Small Start in 1861
and Growth to Big Enter
prise of To day.

| romance Of great modern business
,ss story told in the Golden Book Of
uanamaker Stores" issued in COM
ne,raton Of the fiftieth anniversary OF
,n,rv OF John Wanamaker into business
:. IN Philadelphia in 1861.
-. romance is in the growth Of the
ling business he then started with
AVS sale OF $24 81 to the business
sbsltered under the Wanamaker name
~ stock valued at over sli.OOo,OOo.
"a the chapters OF the romance tell
q, these fifty years more than half
- dollars worth of merchandise has
carried from the Port of supply
- port Of Demand" In over a billion
..,e pieces by over 150.000 workers.
@rbs Golden Book" is both history and
sypoSltion Of the principles underlying
~, Il calls this new kind Of a store" II
ted a. the Civil War was impending.
:, Il was called folly 10 begin such an
-.,rrrlse In those unsettled times, but
~ Usramaker went ahead undsunted.
=, obov clothiers." as John Wanamaker
:. his PARTNER. Nathan Brown, were
.nsd began helping equip tho soldiers
Ar the field
A. " the war gave Mr.. Wsnamaker his
90, he adopted Forward. March" as the
s.gan Of his progress. The panic times Of
~, came. but he carried through his
intact Of the purchase Of the old Penn
,rrspia Railroad station. on the outskirts
,he citv. Willie these negotiations were
..,s,nr he loaned the building 10 Moody
"a ssnkey for their great revival meet
rc
Stores 6igness Impressed Grant.
This new store was huge one for those
,,vs for it occupied two acres. When
General Grant saw the magnitude Of the
,an he said Of Mr.. Wanamaker: at takes
\, much generalship to organize a business
he this as TO organize an army." And
,,sr he said he wished he mad Mr. Wanna
maker for quarterInaster general.
Ar. Vanamaker said il was his plan 10
-1vce for the women, as he mad for the
-.n. the cost of the things they required.
y. sought 20 do this by assembling
,,.a. variety Of merchandise under one
-oof and systematizinC the administration
,-5 rerfecting the details of the organiza-
tor i was the science OF dealing in vast
usnti,ies q small articles that Mr.. Wana-
maker developed in this new kind OF
store
TIE ruling principle that guided him IN
ne further development is shown TO have
zen a keen appreciation Of undermining
,syicrg 10 invention which might add to
ne efficiency Of LIS store was neglected.
He va the 6rSt to install electric lighting
,rd many other couvenierces. BY lsSZ
y was master os eight acres Of store. di-
sded into ffty departments, with stock
-siued Al g.. 500. 900 BY this time he had
Iso devised the mail order system and put
, into operation.
50 well had MI Nanamaker established
he success Of the new merchandising
,etnods he had devised that in 1895 he
amc 10 New York. buying the A. 7.
rev art business This made him the
cad Of a combined stock Of s7.000.0OO.
Nr Wanamaker continued TO give his
rryonaI attention 10 the details Of this
asst concern. perfccting methods and de-
isine new ways OF making his business
be greatest OF the kind in the country.
'fe book describes his mind for detail and
administration. setting forth how closely
O. keeps himself En- touch with every phase
T mis- business il says he devotes eleven
ours a DAY 10 personal supervision Of his
a~f enterprises.
Not Merely a Means Of Gain.
llr Wanamaker looked upon his business
, matter Of scientific economies. the
ooN goes ON TO show. rather than mere
1ean- of personal gain. Quoting him. it
avs bis intention was "to build a COM
rcrcial system upon a liberalized basis
hat from sense of public duty included
n obligation to secure not only a square
eal up0n solid principles. but also to
sfeguaTd the interests Of the public.
Another ruling principle OF the develop
1eut Of his store has been a fair and lib
al treatment OF his employees. 4 section
Z the book shows him as the inventor Of
modern advertising methods. IL is de-
Jared that he eXpends over S250,000 year
h advertising in a way that he personally
eviscd and still directs.
Mr Wanamaker's interest i'm education.
music. art and other uplifting and cultural
movements are set forth. and the ways in
hich he mas incorporated them into his
Usiness form another interesting phase OF
his authoritative description of his work.