Perth Amboy evening news., 1911-03-29
Ten Words Or less en- Cents
John Wanamaker's
Golden Jubilee


The name of John Wanamaker is in.
dicatiye of big things, big ideas, big
enterprises. At the very beginning OF
his business career be showed the big
qualities of mind and heart which have
made his business what it is today.
The first days receipts of the little
store which he opened in Philadelphia
fifty years ago we're $24.67. He kept
the 81 cents for making change next
day." and Immediately spent the $24
for newspaper advertising.
That investment took courage, a big
ger amount Of courage than4the expen-
diture of ten thousand times the
amount would cost him now. 1t meant,
too, a big confidence in his goods and
a big knowledge Of human nature.
This year Mr.. Wanamaker completes
o full half century of business life, and
his associates have celebrated the oc-
~casion by publishing a volume called
The Golden Book of the John Wanna
maker Stores.
1t is interesting reading, this Golden
Jubilee Book. It is the story Of a
|pigmy which grew into a giant because
it had q giants heart. Although q tale
of peaceful commerce, 1t is a record of
exciting battles fought and won for q
principle. 1t is the history Of a Great
Revolution in Business Methods; Of in
terest to, and with an influence on,
every person who either buys or sells
anything in the civilized world to-day.
John Wanamaker was the Abolition
list Of a principle of buying and sell
ing so old that the ancient Romans
coined the phrase "Caveat Emptor"
(Let the buyer beware) to express it.
Until his little store in Philadelphia
advertised Its new policy of a square
deal to its customers, every merchant
looked upon a buyer as his legitimate
prey. To get as much as one could
and give as little IN return for 1t as
possible was considered the height of
business m
John Wannamaker was the Apostle
of Fair Play in business; from the be-
ginning Of his career he preached and
practiced the doctrine that a bargain
was not a bargain unless both parties
to 1t benefited by the transaction.
The present generation cannot appre-
ciate the disbelief, opposition and ridi-
cule with which the announcement of
this new policy was received. Shopping,
in any first-elass store, is now SO sim
pie, easy and safe for inexperienc-
ed buyer, that it is taken as a matter of
course. The millions of shoppers seat
tered each day throughout the great
stores of the country are indebted to
John Wanamaker for the consideration,
courtesy and fair dealing which they
now receive.
rCla .4orxr lf Mr. VIZ :, ,,o lra.ta cfr,,n
gle against deep-seated business ira
only a small portion Of the dramatic
material with which the Golden Book is
filled.
Throughout the whole of the half
century since he started his little store,
John Wanamaker has breathed into its
workings the Spirit Of Originality aud
Progress. There was no standing still
f-stka AftvA EEyaxn
step forward brought out new ideas,
new fields explored, new methods for
the convenience Of customers. new
plans for the comfort and safety of his
constantly growing army of employees.
John Wanamaker was the Pioneer
who led the way to so many improve
ments in merchandising that a mere
ii1t ga taCht Wou1a 0sCtIu I'LL t10 llnl-
it's OF a book review.
A fixed price, exchange of goods or
refund of money, courtesy with no OBJ
legation to buy, rigid investigation of
manufacturers statements and abso-
lutely no Misrepresentation Of goods,
the ordinary business virtues expected
in any first-class store-because
John Wanamaker fought and won a
battle for each principle involved.
Shorter business days, summer vaca-
tons with fufi-pay, Saturday half-holi
days, sanitary conditions Of work, an
association, pension roll and
circulating library, are some Of the
ideas first worked out by John Wanna
maker for the welfare Of his employ
ees.
He taught the public how to buy. His
show windows and counters, containing
articles suitable for every purse and
marked In plain figures, educated his
customers to a sense of comparative
values and showed them how their
money could be most wisely spent.
Within his great New York store he
built a "House Palatial' for the rich
at a cost Of over a quarter of a mil
lion; and then created beside 1t a SER
les of Mederate-Cost Model Apart
ments, showing in concrete form how
an entire home could be furnished In.
perfect taste for a few hundred dol
lars.
Tho Golden Book of the John Wanna
maker Stores, although of special inter-
est to merchants, manufacturers and
students Of commerce, win be found
equally entertaining by the general