New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1915-04-19
BLAME THE SHOPPERl
Her Ignorance Makes Possible Profits
from FAKE Advertising.

To the Editor Of The Tribune
Sir: Under cover of Mr.. Hahn's defence
Of the shopkeeper's method of advertising
comparative values, which furnishes such
excellent ready-made arguments against Mr
Adams's sweeping denunciations in this par
ticular, I wish to slip in to express the opin-
ion of woman shopper, class from which
to her own discredit-we hear far too lit
lie in this controversy.
Why is it that Mr.. Adams ignores US? Is
it because he is far 700 busy painting fraudu-
lent tradesmen as black monsters, or is it
his chivalry of spirit which bars him from
applying some Of that same caustic tar to
the other side Of the fence women in the
modern role Of shopping?
While it is true that some of the blame
for fraudulent Advertising lies at the news
papers door, how about the ignorance Of the
shoppers themselves. which primarily makes
the procedure profitable?
Shopping, the present day equivalent OF
much Of a woman's former manufacturing in
the home, now demands Of her time in the
shops just as powerfully as manufacturing
used TO keep her indoors Yet how rarely
still do we find women taught the scientific
study of shopping or regarding il seriously
rs an economic duty of their lives
Instead we allow ourselves 20 regard it
lightly, TO buy at random, to indulge a sud
den within, and y Is this viewpoint which
spells for us American women our reputa-
tion for extravaganza; it is this carelessness
which bears direct fruit in dishonest adver-
tisemcnts.
1t is cnlighteninc il is fitting, it is pro-
gressive, for a newspaper TO set itself up as
"a censor Of its own advertisements but 1t
is scarcely more The real solution lies in
the hands of the individual shopper who, in
this era Of sharp business competition, must
realize that she must spend far more than
money judgment, knowledge and taste must
form her currency as well.
Mr. Adams claims If a tradesman adver-
tises a garment at a certain price that, re-
cardless Of any former price, it is worth the
present stated price. and only that, to him.
Granted. But that is no sign that it is not
worth more 70 the purchaser. From whatever
trade conditions that entered into his rea-
son for lowering the price she is remote
Only that Of style and the calendar changes
her consideration Of the garment. The ma
.erials and workmanship remain the same
She alone is the best Judge of its exact value
70 her, as she alone knows her need and use
for it,
claim that for any one whose expendi-
ture Of money is limited to adjust her
self to the calendar Of the shopkeeper-
namely, waiting until the first price becomes
a comparative price distinctly pays, and if
done with wisdom IN moderation is one of
the most helpful factors in economical buy
ing possible if one lives near a great shop
ping centre Ike New York. For example,
see one of my snail dress income stories in
your June u, 1914, issue)
am far from belttling your pioneer spirit
for a newspaper in this matter, which is only
another proof Of the enlightened conscience
OF the times. In your censorship you place,
ready made, splendid weapon against fraud
ulent dealers, in the hands of shoppers But
at the risk of displaying a truly feminine
attention to petty details, may / add that
have found your own advertisements of this
service slightly irritating and misleading?
Don't you like your new suit? Tribune
guarantees your money back" on the face
Of 1t, seems not a guarantee against a fraud
ulent deal, but a guaranteed life insurance
policy on your own tastel
NANCY WOODS wALBURN.
New York, April 8, 1915.