The Washington herald., 1912-10-27
THE ONE YEAR SHOES.
Chronicled by IRVING R. ALLEN.

rived. Befferson came down TO see me and we
started out to ascertain the results Of our 500
experimental pairs Of shoes. II was a.
tonishingi Len than per cent Of them had
been discarded The other 95 were still in
service and looked as II they were good for
another year. We purchased every pair back
from the ussrA
Now, said Be6erson. You know. Go to
IT for all there 10 In you / did. We called q
directors' nicotine I stood up and made the
talk Of my life. Called their attention to the
fact that demand for q shoe that would wear
one year had not yet been met That az ye,
there was no article which could supply that
demand Showed them how the working
classes Of America could cut their shoe ex-
pense IN half II We could give them an article
which would wear twelve months instead OF
tho uS,Al kx.
Proved It to Directors.
My directors were interested. No doubt
about that. But 1t was also evident that
they regarded the whole thing as idle vapor-
ing Of my brain. They agreed with me that
an article such a. described should make
Us all weAlthy-but whers was the articler
/ gave them the answer. and handed out a
pair Of the processed shoes with a green
one year wear guarantee attached to them
They examined the shoe carefully and finally
after every man present had inspected 1t
to his satisfaction. handed 1t back to me.
:. There waS dead silence.
Well gentlemen. what do you think OF
It? asked.
"One man voiced the sentiment of the
rest: How do We know that It viii wear
for year? All we have rs your word.
and-'
II stopped HIM right there and pressed a
push button Three truck loads Of the ex-
Detrimental shoes which had been out for a
year were wheeled into the directors room.
How thanked my lucky stars that the fore
sighted Mr.. Jefferson had insisted upon the
one year trial Now instead of merely be-
lievins that the shoes would wear one year
absolutely knew and could prove my state
menSs
The experimental ahoes created a fsIrore.
They convinced the directors. The sentiment
was unanimous. Wen market them-st
once.
L bald up my hand for silence Gentle
men. this b not going to be a half way
proposition How much money will you
appropriate for advertising7
Ono man spoke up 'Advsrtistng isn't
will not advertise. Get that idea out of your
head
M4msns Of assent came from al sides
Of the tabss.
Bs6ssson WHO at as my elbow. pasassd
me down and vhAspsrsd IN my eas.
= =
Got Advertising Fund.
Fpoks- 'Gsnklsmen. own the rights to
-
the one year guaranteed shoe is an impossi-
bility. If you DO not put 100000 worth Of
publicity behind this proposition If you do
not give me complete and absolute direction
Of the sales management Of this company.
shah resign and start q new company to
market the one year guaranteed shoe 1t is
up to you And l seated myself
q" A gray haired man. Col wasker. who had
always been moro or less in sympathy with
my progressive idsaA. rose to his feet And
1 will put up tho capital for your new COM
pany.'
There was no capital needed for the new
company. The directors came to time
we marketed the shoes and. as had pre-
dicteA backed by modern merchandising
methods we swept the country. And the
supply today runs far short Of the demand
We have created
The Average Man looked up. And the fac
tory Ii running day and night. suppose7"
Did you say factory? You should have
used the plural term. We have eight fac
tories, and three more being built"
The Average Man whistled. rose to bis
feet, and started OF after his almost forgot
ten spark plugs