Evening journal. [volume] (Wilmington, Del.) 1888-1932, 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. 10

Members OF the Retail Grocers' Asso-
citation held the frst OF their fall series
OF meetings last night in their head
quarters. No. 702 Market street. There
was large attendance and during the
evening much business OF Importance
was transacted.
IL was decided 10 hold "Grocers
Day on Friday, October 10. and plans
were started al once 20 make this oc-
casiOn one Of interest and lmpOriance.e
one OF The features of the evening
was an address by Clarence J. pyle.
business manager OF TIE EVENING
JOURNAL, who talked 90 the members
or the association on cooperative adj
Neruslng. lie encouraged the grOcers
10 Keep mp with the standard national
advertised article and 20 give the de-
sired cooperation on goods OF quality.
Jacob A. Enders. Of THE EVENING
JOURNAL Advertising San. also ad-
dressed the grocers on advertising
subjects.
During the evening a paper was
! read on Buying Made Safe and Easy"
showing how advert sing 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
contrast TO the way Il used 10 be
within the memory OF most Of us?
This applies all buying-of ne
cessities, Of 'uxuries, OF eyeryth ng.
John Sullivan, secretary Of the As
ISOLATION Of National Advertisers. IN a
recent Interview said some things on
this subject should interest every
buyer In the world. For his words
apply 20 the purchase Of anything, from
a 5-cent cake Of soap up TO the most
expensive advertised article.
Today said Mr.. Sullivan. the
housewife sends her little child 10 make
purchases at the corner grocery. She
sends her with perfect confidence that,
even though a child she cannot err
therein. an that the child needs is ex-
pllcit instructions 90 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 you want, 10 Is
only necessary to name the goods"
1T IS the same In other stores Of
nearly every kind.
what a contrast 20 the days Of our
! fathers, when practically all buying
was hazard-impossible for the chile
and risky even for the parents
I'm 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 ar
used In every home.
"ln no case was there any guarantee
, OF quality, or any sure way TO ldentlf
goods that might have proved salts
factory so that the same goods c0ul
be bought again. The whole buyin
game was Just a gamc-a game and
gamble, with all the odds against Nh
buyer.
"Then gradually. step by step. cam
the great change. The trademark be
gan 10 appear positive means o
identifying goods. And with the
trademark came advertising on q ma
tional scale-the best the surest, The
cheapest. the only efficient way Of
making the merits of these goods
known TO buvers everywhere.
"Tnademarlsed merchandise was
soon found 20 be good merchandise
worthy OF every buyers confidence.
in fact trademarked articles have
got 10 be good. Tho 'r'do~'"~i- i@en-
.C1. t-,-l. llFl.---.-- t..- ...---.-
them. and use by thousands and mil
lions make their qualities positively
known. Only first class merchandise
can dare to court such a test. A well
| known trademark IS an asset Of price
less value for q good article, but II
would be sure death for a poor one
for in that case 10 would be not a
guarantee but a warning to the buyer
Il would help him 20 identify the bad
as well as the good; to avoid the one
| and choose the other.
"The greate-t achievement OF
modern advertising IS that for the
first time n the history OF the worlds
merchandising il protects the buyer
T. makes buying both easy and safe
The value Of every trademark depends
on the good will of the buyer. there
fore this trademark, which positively