New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1916-04-23
Bv SAMUEL HOPKINS ADAMS.

In o
ohn W. Richie the firm of Richie & Cornell the World
es, Tao in the words of their modest claim notable
examples of black magic of newspaper advertising wnoh
changes twenty-five dollar value into
sndseventy -fve-cent price, even less
Early in The Tbune campaign ran across Mea futch'e
e. C and said nv say about them with details dispeasng
10 their trade suscephbiities
They were then doing extensive business through cham
of tailoring establishments by means OF widehuns
which made just about claim within the bounds OF
;,v and number outside They carrying on their DUST
ness in ten New York FIVE Brooklyn stores and two Newark
stores as may be by careful students OF the journal
and the Telegram Through those chosen sheets they
in ble-boded type. with enicing illustrations;
Real SIS value Suits $l4.75 made to measure
Formerly $lS $40. s22. SIS values: sl275
'Oyercoats real SIS value: $1,000
Get a Custom Made Fit, not Ready Made Misht
The Worlds Largest Taiors-Watch Us Grow
I'VE guarantee more FOR less money una" any '
clothing concern in the world =
This the general of advertising which had ihsProo
NV original criticism the firm Whatever resentment they may
bav. felt thew kept to theseve. that time But later camo
10 the attention Of Tribune that the head OF the tailoring hI
believed himself and have been misunderstood and
even cherished the theory that if the Richie Cornell business
methods had been properly investigated by The nbunc they
would have been found worthy of denuncaon in my depart
ent but exploitation the regular advertising columns or TINS
paper (t singular saddening fact by the that every
object Of The bun criticisms assumes them 10 nave oeeh
made without proper investigation not at all concerning MN
self TO discover what purchase analysis and appraisal
GO TO the making of article in this Department. Mr. RtchIe
theory sounded interesting He invited to call and expound
Thus it was that early the present there appeared in
The Tribune Office face long familiar to OF the Bureau OF
Investigations through the medium of yellow print and pink the
sbewd keen Yankee face of Mr. John W. Rchie With
phyosnoy little yeti not be amss to say
that Mr. Richie looks honest he probably 49, in his private
despite an unsatisfactory bankruptcy record He fur
ther commended himself The bunes of the fitness OF
things in that he hned scoded He was there tor
purpose He would put straight We had Richie
Cornell wrong Our attack them based upon isnfor
nation all mistak honest mistake our part very
likely but that could not afford repeat or continue
justice readers.
You're playing fair with public when you keep
them of my store was his proposition
On the contrary Mr. Richie replied The Tribune
sentative from what know of methods we believe that
we save the public money by warning them against you
Il don't know where you get it, responded Mr.. Rtche.
earnestly What do you expect sela Sixty dollar clothes
for fourteen seventy-hvei
He was informed that The Tribune had long since been
dsusoned such golden expectations but that expected
the firm live up its representations of twenty-five dollar
clothes less amboyanty adver
tsed. or else be cassed in the category of takers
AS to the ads said Mr. Richie with smiling frankness Il
don't pretend that the style OF EN- to he bune standard
But we We got the goods.
Then why not adapt your advertising to waresa
lust what I'm getting If can prove to you that our
fabrics represent the best values for the money and
shat finished clothing extraordinary values tor any one
who wants loprccd Clothes and If keep advertising
down level with the facts why advertise The Tnbune2
Now part of this papers theory of trade that because
firm has been found guilty of improper practices and ex
posed here forever under the BAN Some of the leading
ponents of business upghness the mercantile world would
their advertising records traced back far enough have been
fit subjects for very unpleasant by Bureau of nves
cations which might have been existence that time Avowed
intention of reform always worth consideration Mr. Richie
himself pointed that their advertising
than the past advertising of Tribune advertisers of to-day
We're moving forward a better grade of business all the
time said he and you only hamperng a natural develop
en when you We clothes and refund
money if they're not satisfactory.
Even So pointed out to him. The Tribune would
not publish the type of copy which now