The Bismarck tribune. [volume] (Bismarck, N.D.) 1916-current, 1918-08-06

stopping to view the crayons and water cOlors
and sketches in the shop windows. beautl-
full picture an artistic draWing,a clever car
toon, will get an audience any time in old Lon
don tov g. So Selfridge started out to do some
thing big in the artistic line.
He ascertained the names OF the leading
black and white artists Of the English capital.
He got in touch with the foremost artists of
the day-the men who made Punch, and the
Graphic, and the Illustrated News, and other
great illustrated periodicals famous the world
over He got in touch with other artists Then
he set them TO turning out the finest drawings
they were capable Of. s. IL
London Falls .4,.-. y, !.
London fell. London, though not in q hurry.
about it, casually dropped around Oxford way
if that happened to be between any two points
to be visited that day. Many, no doubt, came
to scott, but renained-to pay! Like wild tur-
keys following a trail of corn to trap, they
were shy and walked around good bit before
venturing in. S ~. .e 49,. I. !: I:
d But once they ventured in the old American
department store system scored delivering the
goods, dollar for dollar quality service conrte-
GUS treatment making every word rood every
line Of the advertisement solemn contract be-
tween the store and the purchaser; refunding
to show, goods; whether purchasing or not as
welcome as the sunshine; q cordial welcome
on every foot Of the floor space; q come again
smile that was on the square and not lure;
the building up sof that big family spirit of
mutual helpfulness, and understanding, and
sympathy; and the quality of the wares that
spoke most eloquently in service. H. -. :.
# Buyers Crowd Stores .. s&'
Today the drawings Of the artists who made
London stop and look at the Selfrdge ads are
shown in the art stores. Copies are sent to all
quarters of the world. And after confidence in
~the store was firmly established there was no
further need of the artists. Then page adver-
tisements of wares were all sufficient And the
more Selfridge piled his money into page ads
the greater became the volume of business and
the larger the Selfridge family tof buyers
There was another little stunt in applied psy-
chology that won out big. The Selfridge wise
men realized that London couldn't get out Of
bed and enjoy a breakfast without the 'leader"
article in the morning newspapers. So Self
ridge copyrighted a byine: by Callisthenes."
And Callisthenes began writing leaders" e
Leaders for Five. Years
For five years these leaders" have been APP
zette, Westminster Gazette and Globe. AT the
head of the column for these five years has ap-
peared a little editors note, reading as follows:
Mote This column is occupied every day BY
an article rejecting the policies, principles and
opinions of this house of business upon vari-
GUS points Of public interest "
"Selfridge & Co., Ltd
Y These leaders brilliantly written, were
paid for at special advertising rates, and they
were "some" rates. London will read bril-
liant article on any subject, just as London
will praise poem if it is up to their standard
Of brilliancy, regardless of the subject treated
They will stick for form.
Rivals Finally Wake Up LIZ.
Selfridge has taught London that there is
nothing commonplace or unworthy in advertis-
ing and publicity. He has made it pay biz, and
has dignifed it.. He has outstripped those in
the same business who frowned on the "yulpar''
system OF exploiting ones wares through adver-
Using. n.
Now all London is trying to catch up with
him-and there is little advertising space to
be had by the laggards, owing to war econo-
mics. Selfridge has the cream of it. Z
Of present conditions Mr.. Selfridge saws:
THE business man who fails to realize that
right now-in war time--he should drive ahead
with his advertising at greater speed than ever
before has overlooked a golden opportunity. At
no time in the history of our business here has
advertising paid such large returns as, right
now. My only regret is that can't buy more
space. u. ~-4:-;,
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