The Caldwell watchman. (Columbia, La.) 1885-1946, 1916-05-12
SIANDARD PRICES
AID COMPETITION
The Stephens Bill Encourages
Rivalry In Quality
REAL Benefit TO PUBLIC,

o. Used to lnjure Small Dealers and
to Destroy Small Towns-Dishonesty
Can't Benefit Consumers.
The true competition is between
rival articles, competition in ex-
coience, which can never be main
tanned if, through the periidy of
the retailer who cuts prices for
his own ulterior purposes, the
manufacturer is forced to compete
in prices with goods Of his own
production, while tho retailer re-
CoJrs his losses on the cut price
b. the sale Of other articles at, or
above. their reasonable price. IT
&c a FALLACY TO ASSUME
THAT THE PRICE CUTTER
POCKETS THE LOSS. THE
PUBLIC MAKES IT UP ON
OTHER PURCHASES. Fixing
the price on all brands of high
grade -four is very different thing
from iiNins the price on one brand
Of high grade flour. The one
means destruction of all compet.
ton and of all incentive to in
creased excellence. The other means
hl.ghtened competition and inten-
SIZED incentive to increased ex-
ce'tence.
This language, used by the supreme
court Of the state Of Washington in a
unanimous decision Of the case Of the
Fisher FIGURING Mills Co. versus c. A.
Swanson, clearly sets forth the inter
est the consumer has in maintaining
tie highest form Of competition-tha
OF quality. Competition in price re-
suits in inferior quality and the evil
Of Substitution. Dishonest advertisers
use cut prices on standard and widely
known merchandise to lure customers
into their establishments, where an
effort will be made to sell anonymous
goods
The genuine bargain is used as bait"
to spread the impression that all mer-
chandise is sold at the same low mar
ltn Of profit. If this impression can be-
unknown goods at as high figure
as his conscience will permit him to
chargG-and his conscience is elastic.
Nearly every man ) is more or less SO
where profits are concerned.
4 Fill to Protect the Public.
Representative Dan V. Stephens of
Nebraska and Senator William F. Ash
rWSt Of Arizona have introduced in
congress "a bill to protect the public
against dishonest advertising and false
pretenscs in merchandising A SINH
lar measure was introduced in the hast
congress by Representative Stevens of
New Hampshire.
# ought to be automatic that the pub.
lie cannot profit through dishonesty or
through false pretenses. The indiyid-
ual may make pecuniary gain;
thieves. burglars and confidence men
occasionally escape paying the penalty
of their crimes and are pecuniarily bet
ter off. But the public, the victims of
the successful criminals, loses.
The Stephens-Ashurst bill provides
for standard and uniform prices on ar.
ticleS sold under trademark or spe-
ciaI brand, with the widest possible
publicity for buyers and sellers Oppo-
neutS Of the bill-adherents of dishon-
est advertising and users of false pre-
lenses in MISUNDERSTANDING de-
clared that it will encourage monopoly
and prevent competition They have
tried to make consumers believe that
it will increase the cost Of living, that
it viii raise the price of everything
sold in any sort of store.
No Monopoly Possible.
The Bill does not encourage mOnop.
oily, because producers who have a mo-
nopoly Of any particular line or who
make an agreement with a competitor
to m2intain prices are barred FROM
taking advantage of the privilege of !
preventing discrimination by contract.
In .0r the resale Of their goods at uni !
form prices. \ monopoly, no matter
how it is gained. cannot do business
under the terms of t. !'tephens bill.
On the other hant, cut lroat c0mpe.
tition in price has a,Nors been the
chief weapon of money!.
The bill will not raise prices and in.
crease the cost Of living. Producers
already have the right to sell their
goods at wholesale at any price they
can get, at what they are worth. TIE
PROPOSED legislation merely permits the
producer TO control the retail price, and
if he puts this too high-higher than
the pubic is willing to pay-then bis
Co.'s will not be sold and he loses.
Inc cut price storekeeper that sells !
goods at loss does not stand the loss;
he passes it On to his customers. What
he loses on one article is made up, or
:Aore than made up, on another. The
Use of cut prices ON standard articles |
for The purpose Of drawing customers
into the store with the intention of |
se..nS them something else, that is
where dishonest advertising" is found |
an where false pretenseS in mer
"hHdiSin@" Injuries the public.
ct rates by big department stores