Evening journal., 1917-10-10
TRADEMARK makes
BUYING SAFE. EASY
Retail Grocers Hear of Trade
Benefits That Have Come
Through ACv rising
"GRoCERS DAY" IS
FIXED FOR OCT. f9

Members Of the Retail Grocers Asso-
citation held the first OF their fall series
OF meetings last night In their head
quarters. No. 7O2 Market street. There
was large attendance and during the
evening much business OF Importance
was transacted.
1t was decided 10 hold "Grocers'
Day on Friday, October 20, and plans
were started at once 20 make this oc-
casion one OF interest and Importance.
One OF the features OF the evening
was an address by Clarence J. pyle.
business manager Of THE EVENING
JOURNAL, who talked 10 the members
or the association on cooperative adj
vertising. lie encouraged the grOcers
To Keep up with the standard national
advertised article and TO give the de-
sired cooperation on goods OF quality.
Jacob A. Enddrs. OF THE EVENING
JOURNAL Advertising Sian, also ad-
dressed the grocers on advertising
subjects.
During the evening paper was
, read on Buying Made Safe and Easy"
showing how advertising saves and
protects the buying public. This
paper follows:
Does the average person ever stop
/ TO think what a safe and easy thing
buying has become in our day? What
a contrast 10 the way Il used 10 be
within the memory OF most OF us?
This applies all buylng-of ne
cessities. of 'uxuries, OF eyeryth ng.
John Sullivan, secretary OF the As
sociaiion Of National Advertisers. In a
recent interview said some things on
this subject should interest every
buyer In the world. For his words
apply to the purchase Of anything, from
scent cake OF soap up 20 the most
expensive advertised article.
To-day said Mr.. Sullivan. the
housewife sends her little child % make
purchases at the corner grocery. She
sends her with perfect confidence that,
even though a child, she cannot err
therein. All that the child needs is OK
pllcit Instructions 20 buy THIS or
THAT. In the case Of all staple pro-
duce the price Is known, the quality
is known and the NAME Is known.
There is practically nothing about the
goods that Is unknown. And TO be sure
Of getting exactly what yaU want 10 Is
only necessary 10 name the goods"
1T is the same in other stores Of
nearly every kind.
what a contrast TO the days OF ON
] fathers, when practically all buyinl
Twas a hazard-impOssible for the chill
and risky even for the parents
"In those sO-called good old days
soap was Just soap, prunes were Jus
prunes, coffee was coffee. and so o
through the long list OF things that an
used In every home.
. I'm no case was there any guarantt
OF quality, or any sure way TO identli
! goods that might have proved sati
factory so that the same goods cou
] lbe bought again. The whole buyin
} game was Just a game-a game and
, gamble, with all the odds against Oh
buyer.
"Then gradually, step by step. cam
the great change. The trademark b'
gan TO appear-a positive means O
Identifying goods And with IN
trademark came advertising on a ma
ltiOnal scale-the best, the surest, tn
cheapest. the only efficient way o
making the merits of these good
known TO BUYERS everywhere.
"Tmdemarl5ed merchandise va
Isoon found to be good merchandise
worthy of every buyers confidence.
"In fact trademarked articles hav'
got to be good. The trademark iden
tifes them. advertising prOclaimi
them. and use by thousands and mil
lions make their qualities positively
known. Only first class merchandise
can dare to court such test. A vel
known trademark is an asset of price
less value for a good article, but 4
would be sure death for poor one
for in that case IL would be not
guarantee but a warning TO the buyer
II would help him TO identity the bae
as we'll as the good; to avoid the one
and choose the other.
"The greatest achievement o
modern advertising is that for the
first time n the history Of the worlds
merchandising, it protects the buyer
Il makes buying both easy and safe
The value of every trademark depends
on the good will Of the buyer. there
fore this trademark. which posltlvel!