Newark evening star and Newark advertiser. [volume] (Newark, N.J.) 1909-1916, 1914-11-17
HOME TRADE BOOM
TO START AT ONCE
Over $500 Pledged by Summit
Merchants for Local Ad-
yertising.
sperial d the Evening star.

special to the Evening star.
SUMMIT. Nov. 17.-With over $500
| pledged the committee in charge Of
the home trade movement will begin
its advertising campaign locally this
week. This was decided at a meet
ing of "A large number of the bust
ness men last night in the Y. NJ. e.
A. building.
The committee. of which Richard
r Decker of the firm of Decker
Bros, is chairman. had planned to
defer beginning the advertising cam
pa On until a good part of the S1,50O
which the committee believes Is nee
| essary TO secure, was in hand, but
| on the suggestion of President c. II
c. Jagels of the Board of Trade,
who originated the trade move
/ ment, it vas voted to start at once.
Mr. Jagels advised the merchants
that when people read the advertis-
ing to be issued by the committee
they would more fully understand
Just what the merchants are seek
ing TO accomplish and subscriptions
TO the fund being raised to cover the
cost of the publicity campaign VIII
come easter. Anyway. Mr.. Jagels
declared that now is the propitious
time to start the movement to buy
are to get the holiday business, much
of which has in former years gone
out of the city.
The question as to the best medium
Of advertising brought out much
discussion. John McClay, a Spring
field avenue merchant, favored cir
cular advertising especially to reach
buyers in the adjoining small mun'c-
ipalities Circulars Mr.. Jagels de-
scrbed as an internal nuisance
and the trade board head pointed
out that in most places the distribu-
ton of that form of advertising is
prohibited by law.
NJ. Jagels told the merchants that
In his banking and coal business, in
Hoboken, he spends thousands of dol
lars in advertising each year. "and
none of this money is spent in
church programs or circulars. They
are not in our line. We use the
newspapers, the best medium through |
which to advertise, and l tell you
this from experience, and l know |
what I am talking about. We adver-
tise constantly in the newspapers so
that when anyone in Hudson Coun- |
ty thinks of u bank Of coal, they |
unconsciously think of US.
AS the best and only way to secure |
those from nearby communities in |
addition to the advertising campaign, |
Mr.. McClay said it will be necessary |
for local merchants to meet the big /
department stores of the larger cities |
in prices and quality. This could DO
done, Mr.. McClay declared, by the
merchants holding bargain sales pc
rodlcally, as the city merchandise
houses do. David Latter, Of the
firm of Walter Bros, declared that
selling goods at cost doesn't tuy
Bread but Mr.. McClay responded
that I'VE don't have to sell every
thing at COST
Richard L. Corby, a member Of
the committee in charge Of the home
buying movement, expressed the
opinion that il the consumer and the
merchant could tie brought together
for an understanding of the many
elements with enter into sales here
and which ny cause a slight in
crease in the cost of an article here
over the pr.ce paid in other places,
much good would reoulc. Delivery
service on quick notice and unreas-
enable demands N the part of a
purchaser AMI a higher qdaHty of
goods are few OF the things which
Mr.. Corby declared resulted in
stances here.
There were some pessimists in the
audience. which was said to be the
largest and most representative gath
ering Of business men ever held here.
William II. Rogers, David S. Wolter
and other merchants were fearful
that the business men will not stand
together, as they declared this had
happened in other movements under
taken by the local merchants. B. o.
Frumkin believed the first thing
necessary is to educate the local mer-
chants to patronize each other when
they can and to a more friendly feel
ing between them.
President Jagels urged the mer
chants TO attend the sessions of the
Board Of Trade and have a voice in
the dolngs of that body. You have
just as much right and are just as
much interested, in fact, more so,
than the silk stocking crowd who
may have all to say in matters affect
ing the public considered in the trade
board.
The fine finish Of the Princeton Yale
football game was used as an Illus
tration as TO just what corporation
means. "A. first in that game" said
Mr. Jagels, yale tore holes in the
Princeton lineup. but toward thel
finish, even though defeat confronted
them. with three or four new men in
dispositions, Princeton fought soldly
md in unison. and Yale couldn't get
through them
This spirit Mr.. Jagels urged the
9cal merchants to manifest.