New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-07-08
Bv SAMUEL HOPKINS ADAMS


pathetic and chdke ustfulness that something for nothing
sound business principle Below Cost, Marked Down.
Sold at Loss Special Bargain Fifty Per Cent OFF Actual
Vauesthese articles of its simple faith These the
atchords of typical advertising The merchants of Seattle
with notable exceptions) still telling fairy tales IN print
TO the women Seattle and the of Seattle still running
ady from store like many innocent little RAD
bits with punches of bandhed under their innocent little
noses on all Sides almost frantic with ndecon as to where they
an most pro6taby nbble. To be the carrots mostly
arean carrots therefore unsasying to the palate But
when once the purchasing public has become fixed the rabbit
minded practice of nbbng bargains nothing else has strong
enough appeal. 49, .
values marked down prices and special or bargain sales lheyte
tor here Of CITY boosting which, being DESTROYS
Of getting out advertisements exploit Seaes advantages
sent for the advertising of local department store and
asked him sketch page ad for newspaper use he began
readily enough with the catch line:
"Seattles Population Has Reached the 35OOOO Point
and fell into brown study When the committee looked
his shoulder to observe further they found that force
Of habit had inspired the further line:
Marked Down from 400 000
On the streets and the newspapers alike the ayae type
f preemnen One will start the week with
Great Nav Sale of hats and SUITS Another will jump into
the lists Anniversary Sale of coaks and underwear
Seeking for new term of appeal third will exploit Money
DavSe of incredible values while fourth perpetates Special
Value sale and others with Everything Special Sam
ME Sacrifice IS 10000 Fire Sale, Unparalleled Bargain
Offers and so on Nor these the hybynight type OF store
which flares print for week. only to disappear taking Its
plumber with For the they represent permanent ner
cbandsne The result that the shopping element OF the city
vacIates from another search OF the Wanted
sees and the merchants practising this sort OF
peal able build trade which his rival in the next block
cannot pull away from him. temporarily at least by louder bare
on bigger bazoo Inevitably the hs merchant hereupon
forced to speed up his advertising and dstend his claims in the
a oct the rabbits of trade away from the other fellows
rots back to his And the rivalry of lies continues and
increases Nowhere else in Investigations have found mer
camille advertising in a condition where it difficult to distn-
eh the lowest grade schock shops and the standard
department stores from the nature OF their copy
As noted above there exceptions the two distinctive
bno Frederick & Nelson's and the Bon Marche The former
maintains the carefully codhed guardianship against mep-
,esentaon in advertising that have encountered 1t abso
utey bars value and comparative prices and has done
m for MANY years Nor does this apply its advertisements alone
No marked tickets be found its goods Nor are
its sales allowed quote former prices Further the wore
Rarqan and the claim of special sales rgdy tabooed from
the stores advertising with exception in favor OF Its furniture
department the sales or which are an almost historic
event in Seattle since started furniture store In
the the Cahumpan brass band value chorus OF the other
establishments might be supposed that Frederick Nelson
ouieter voice would be lost Quite the is true though
the firm has not probably the trade the city, has the
most stable of the advertising experts gave me
clear view of the Of absolutely straight advertising in
environment of the other kind.
You won't find Frederick Nelson's ads creating such
rush as some of the others others will onc-day
crowd and the rest of week the saepeope the special lines
can play checkers the oorwaker isn't looking while Sunday
ad of Frederick Nelson will be pulling just about strong
Thursday as it did Monday.
Another store which fast turning from the of trick
advertising is the Marche short time it firmly
committed to the value theory Of craftsmanship In its
advertising find direct value claims though there
occasional comparative price quoted his practice however is
b.;ro ,educed 10 q minimum the sales and bargain
vpe Of exploitation interesting note. part OF the adj
vanced standards this conspicuousy displayed in
the drug department:
We recommend patent medicines unless prescribed
by physician.
Nowhere have heard a candid opinion of the evils of
sale and bargain emphasis in advertising than from Mr. Frank
ucDermott president of the Bon Marche Company
This business Of ours said he. was built the special
.a. prnciple Now rebuilding a sounder principle
III. bargain sinuu ovedonc this city, and we've
been among the offenders We're through It's bad pracce
u defeats it's own end and sick Of it, The stores have been
Il a..AaL Iinna ihinpf for nohinQ