New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-08-12

ing dishonest in my Advertising
Which, as an expression OF the
puller-in theory of advertising, covers
the ground. However, Mr.. Schaper al
tered his views after the Better Bust
ness Bureau had found in his estao-
lishment an instrument advertised as
a $500 Piano Player, IS notes, on sale
at 500. The SIS notes were there. They
responded tonefully to a finger stroke
But when the automatic device was
trained upon them about one-third OF
their number promptly qualified for
Trappist monastery, with its rule OF
eternal silence. The salesman said that
about $40 expended in repairs would
restore the lost voices. But the Blu
reau's expert figured that it would cost
about $50, and failed to see wherein Mr..
Schaper otherwise than on his puller-
in theory could justify the $500 repre-
scntation. After a conference Mr.
Schaper admitted that his theory Of ad-
vertising might be fallacious and prom
Used to adopt other standards.
The Better Business Bureau has not
been going long, but it has made itself
strongly influential already in mercan-
tile circles, chiefly from the fact that
its manager, Mr.. Griffin Mccarthy, has
shown himself ready to go after the
biggest as we'll as the smallest fish IN
local waters, with whole-souled I'M
partiality. To this, Mermod, Jaccard &
King, probably the largest retail Jewel,
| ry stores west of the Mississippi, and
certainly one of the highest class con-
Germs in the country, can TESTIFY, n
cleaning out sale" was advertised in
this store, and signs were scattered
about announcing:
every article in every department.
is included in this sale. All silver sold
at discount of Is per cent"
Complaint came to the Bureau that
Mermod, Jaccard & King were not liv-
ing I'D TO the terms of their advertise
ment in the matter of Community sill
YER" prospective purchaser attempt
ed to purchase some of this ware at
Is per cent discount and met with a
refusal. Despite the citation of the ad-
vertisement, the salesman persisted IN
b QeCllnluR 10 sell WIS VI oAlh o. w
specifed reduction. Manager Mccarthy
went direct to Mr.. Goodman King, gen,
eral manager of the firm, and stated
the case. Presumably Mr.. King wasn't
as we'll informed about his own stock
as a man in his position should have
been, for he blandy admitted that there
had been some difficulty over Com
munity silver, and he had therefore
ordered IL removed from the floor
"The special reduction applies only
to merchandise shown on the floor" he
explained.
Exactly" said the Bureau manager,
who had not come without preparation
for argument, land If you will step
down to the floor with me | will point
out number of chests Of Community
silver there
He did so. Mr.. King, thus enlight-
ened as to the conduct OF his business,
ordered this line removed and an
nouncement made in the advertisement
that trade-marked goods were excepted
from the special reduction.
A profound lack of interest in the
purpose. practice and principles OF the
Better Business Bureau characterized
Lindells, the largest cash store in the
city, until Mr.. Mccarthy began to visit
it with items of complaint in his pock-
ct. Bathroom fixtures were the sub
ject of one of these. They were rep
resented TO be white enamel on brass
So they were, some of them. Others
which had been carefully mixed IN
with them were white enamel on tin.
When this was pointed out TO the
store authorities they were less an
moved than bored, but graciously prom
ised to put the tlnware on separate
counter. Boredom gave place to re-
sentiment in the discussion over an
advertisement of Fine Quality Mer-
cerized Sun-Fast Reps" in which one
important point was omitted, to WIT,
that the goods were damaged. Manager
Mccarthy sent around after a COM
plant had come in, and bought a
twelve-yard piece, in which there were
three marked 0lemishes. This was re-
ported, and tie buyer of the depart
ment was called in. He made q tactl,
cal mistake. He broadly insinuated
that the ble7aishes were put there
after the goods had left the store.
Now, Dir. Mccarthy is mild enough
young man in the ordinary inter
course Of life, but he is not readily
blufFed. He countered on the too re-
sourceful buyer by asking whether he
court, against the evidence of experts
who would swear that the goods were
damaged in weaving. The buyer
blinked. stammered and guessed that
he might have been mistaken. Mr.
Mccarthy left the store with few
wholesome remarks on the inadvlsa-
bility of selling seconds unmarked His
third experience with Lindell's was in
the matter of handkerchiefs, a sale OF
10 cent and 1914 cent (claimed) handker-
chiefs marked down. Bureau purchasers
matched them in neighboring stores at
5 and cents. Mr.. Mccarthy again WIS.,
tied Lindell's and invited them to ex-
plain. They couldn't explain, though,
10 do them justice, they tried. One
point they made clear: that they would
always be glad 70 learn of any COM
plant through the Bureau. SO, per-
haps there is hope for them yet, though
they signalized the opening of the A.
A. C. w. convention by publishing a
big Truth" emblem above a compos-
tie advertisement in which just eight
items out of one hundred and twenty
were offered for what they were actu-
ally worth. All the others were value
claims, or implications, Of varying do
grees of absurdity.
Before accepting the managership Of
the Better Business Bureau Mr.. Nc
; Carthy had had considerable banking
eyperience. and his work of guarding
the public against Misrepresentation
has been along financial lines quite as
much as commercial. On this side he
gained the confidence of the news
papers TO such an extent that they are