New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-05-06

Now, New Orleans is still tinged with
the business conservatism OF its French
and Creole standards. Ii accepts de-
parture from the old ways with doubt
and even distrust. And the women, of
course. are more conservative than the
men. Therefore the merchants braced
themselves for unpleasant experiences
and even loss of trade.
They were agreeably disappointed
The advertising broadside had had its
effect on the public mind in far greater
measure than they had anticipated.
Inevitably there was the old guard OF
unro generate sweaters" of merchan-
disc. who chung to the privilege, long
abused, of having apparel sent home on
approval. wearing il around for while
and. after three or four weeks, sending
u back for credit on the ground that
"it isn't exactly what | wanted" or
"I've CHANGED my mind about the color"
To these ancient war horses of trade
the merchant says politely:
"Wc're very sorry, madam, but this
waist has been out ten days. Our limit
is five"
Eyes; but you'll credit it for me.
won't you? I've been customer of
yours for fifteen years and I've never
been refused a reasonable request yet"
Under our agreement we are not
allowed to decide on these cases. 1t
must 60 to the committee"
"Wcll lfouncily) if | can't get fair
treatment here I'll take my trade to
Blank & Dash's."
"Where you'll find the same rules in
force. Also in all the other first class
stores"
81 don't see why should have to go
to committee. Where can | find this
committee"
"You don't need to. Kindly fill out
this form and it will be sent in for con-
sideration."
When the sweater" or her less dis
honest though almost equally trouble
some sister, the repeater, is confronted
with a printed form. whereon she is
required to set down in bald, infeXiblc.
permanent writing sound land usu-
ally totally NONRESIDENT reason for
fOisting purchased goods back upon the
store, she usually murmurs something
about its being mot worth the trouble"
and goes onsher way cured. Should she
insist however. the Committee OF Adj
iustment is quite likely to allow her
the return privilege on the first APP
plcatlon, for there is a general under
standing among the merchants that "the
vilest sinner may return''-cncc. But
the sinner who essays TO develop the
return into a habit meets point-blank
refusal at the second attempt. The
regimen is quite flexible as regards
reasonable excuses; death or invalid
ism. financial reverses or even uneX-
pccted absence from the city at the
-ls,, . ba l. Ill,
ceives favorable consideration. And, as
must always be remembered, mer-
chandise which falls short Of being as
represented is automatically excepted
from the rule
The committee does not wish to work
hardship upon any customer But it
proposes 70 free the merchants whom it
represents from the hardship imposed
upon them by thOughtlcss or dishonest
customers OF the repeater type. And
this IL has done. In the two years since
the agreement was signed the habitual
repeater has been practically eliminat-
cd and a serious burden of expense has
been lifted from the stores Educa-
tional advertising did II.
From the success OF this experiment
has grown general spirit Of CO.
81.
Such a spirit IN New York City would
be of incalculable value TO the store
world and also 10 the public. In New
Orleans it has a reflex favorable infiu-
ence upon advertising. since the good
stores are not tempted. by fear Of
what their rivals in their own class
may do. into eXtravagant claims. Every
stores advertising manager knows that
If his competitor falls into the error of
extreme or unfair claims a word to the
vigilance committee of the Advertising
Club Of New Orleans. passed on to the
offender, will promptly correct the OBJ
jectionable practice.
New Orleans. a wide-awaks and pro-
eressive city. has not. like Baltimore
and Atlanta, let its advertising prac-
tees sag below the level OF its gen
eral commercial standards. Its tenden-
c'es are all in the upward direction.
with DR.. Bowling on guard against the
medical takers. with The Item holding
up 20 its high plane Of journalistic
honor and responsibility and the other
papers improving year by year, and
with n persistent and viglsnt adyertis.
ing organization acting without fear or
favor against large and small alike. and
enjoying the confidence and support of
sn effective and mutually beneficial
mercantile bureau. this city is not like
ly 70 take any backward step
w the advertising practices o. q com
munity here Is no standing still. Thrr
either 60 backward or 20 fur-.urd Ne.