The Birmingham age-herald., 1918-01-02

l l1Mo you want to hear brand ne" |O fairy story right out of a mo6ern
 E' fairy book?
 Then listen to the story of "Piggly- Wiggly' and it's remarkable papa" Mir. l Clarence Saunders; turn to page r and
 start the story like all good fairy stories are started-"Once upon a time"-for
 "once upon a time" not so very many moons ago when this sleepy old world was slumbering drowsily and everybody thought that almost everything new un- der the sun had been discovered or in vented or originated or what you will, Mr. Clarence Saunders was wide-awake and knew that such was not the case; in fact. he was so wide awake if you please, that he slept neither day nor night for several days and nights be- cause-ah-but that's the story; and I'm going to let him tell it because it's his story and not mine, though I frankly say I wish it was.
 Before I let Mir. Saunders tell you how "Piggly- Wiggly'' was born and when and where, I'm going to tell you this about "Piggly- -Wigglys' papa" He is young, oh. ever so young, and seems hardly old enough to be the father of such a tremendous lots of "Piggly Wigglies,' but he is just the same, and is mighty proud of it; no race suicide business on his family tree, believe me; well, as l was going to say, Mir Saunders is aw fully young and awfully nice and awfully clever; best of all, he's original, elss "Piggly Wggly'' would never have been heard of he's modest about his great achievements, but he's proud, as he has every right to be and he's just as chatty and companionable and nice as he can be; and now that I've introduced him to you and you aren't bit afraid of him, I'm going to let him tell you of the rise of "Piggly Wiggy" in the commer- cial world, and how it has been and is going to continue 10 be a revelation to the entire United States of America wherever the grocery business obtains
 Tt is very simple story" MT. Saun- ders said when I asked him to tell me first of all where in the name of all that is remarkable he ever ran up on the name of "Piggly Wiggly," he said:
 T knew definitely when I started out with my plan for a new and abso- luteIy different manner of doing busi- ness that l had to invent or originate a name which would attract attention, and be as unique and as original as the method, so this is what happened: I was al the head of a chain of stores in Mem- phis; across the street from me was a large department store; this store wanted to open a grocery department and when the matter was agitated, the other grocery stores of the city appointed committee to investigate and talk with the department store managers to see if we couldn't get them to follow their own legitimate lines of department store business, and let us conduct the grocery business for the city. I was on that com mittee. Shortly afterWard the head of the big department store across the street from me asked me to confer with him and to make a trip to Terre Haute to investigate an up-to-date and modern equipment there in grocery lines in a big department store"
 To make long story short, I went,'' there that while the plan for selling gro ceries two days in the week in this big Terre Haute department store was novel plan. and one which had taken very well; that it was a very expensiye plan; many extra people had to be en- pioyed; many unlocked for contingencies arose, so did not look with favor mon IL. However, my contract with the head ot the department store in my home town was to expire within few days: it was Up to me to act and act quickly. so | got on the train and started home put worked while I rode along on those flying rails, just as hard as my Draln could work; here was big problem