The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1919-10-19


After making a record Of selling
5000, 900 toys in six years. A. p. Brent
User, Of Reading Pa, has retired from
business and is now looking for some
other field to conquer. He believes
that he has worked the toy game
dry and is perfectly willing for other
people to take 1t up where he left off.
When he sarted Out Breniser rented
a store room sixteen by forty feet in
size out of the high rent district OF
Reading, in a section where only adj
vertising could make business sue
cess. Later he moved into build
ing with three stories and a basement
and was hard pressed for room at that
AS his original capital he had $4,000,
two show windows and two eyes that
saw every possible opening for busi-
ness.
..If YOU interest the child, you VIII
soon get the father and the mother.
was the motto he followed. Therefore
with his newspaper advertising, MS
windows and his novelties Brenlser
used too picture shows and their ao-
vertising slides, billboards and an ex-
tensiye mailing list which he obtained
through making deliveries.
Postcards mailed to children seldom
failed to bring repeat orders ana eV-
cry now and then Breniser Wouio
mail out hundreds of invitations 10
holiday openings, distributing souVen-
| irs to the children. In the last place
likewise in the first-Breniser kept
track of the proper way or figuring
profits and the exact amount OF ms
turnover, so that he would not Only
know that the business was going Wen
| but how well was going.
When 1t is remembered that Read
ing has only about 10000 people. IL
Will be seen that Breniser sold more
than seventy toys to every person IN
| Reading in the six years or ms pusi-
ness. or an average Of twelve year
per person.
| He never let an ad go stale. ana no
/ novelty space, movies or other meoi
un,s was neglected by this enterpris-
i ing chaser after toy buyers. His re-
/ tirement has left a gap in the toy
| trade of Reading, but -his success mas
| firnnIv impressed upon the merchants
| of that city the value of consistent
and persistent advertising.
Price Tagged His
Store Into Profits.
/ Hugh Mcwilliams' success dates
| from the night he slipped outside his
| store and overheard the remarks OF
two men who stopped to look IN 'he
| window-and passed on
! 1T was all a question or the httie
price tags which were not there.
/ When he had moved his stock OF
| clothing, trunks and gents furnisn-
1 ing goods to the new location In MI
| ami, OKLA, he had high hopes, for
1 there was room and to spare Tor an
other such establishment. He was a
| good salesman and he employed com
4 petent clerks. He brought with the
/ name Of "a good man to deal With.
| One evening after closing hours, he
| bappened to be standing in front of
| his store when two men stopped for
| a moment to admire the really spien-
| did values there displayed.
| Great stuff, that said one. lust
| look at that brown suit, that shirt, that
pair of shoes and that tie" pointing at
i each in turn. wouldn't that make q
swell outfit?''
| '.It sure would" answered his
| friend. ''but he's got no mark on them
| to show what hey were priced a. They
! probably cost more than we could
| pay"
/ Heshad solved the problem, People
| wished to see the price of an article
| that struck their fancy, and not be
/ compelled to ask for It. Yes, he had
| a good stock, splendid value, attract
! i've displays, but they were not
| marked"
! That was all very well for his old
| home town, Where every one knew
| him and his reputation for square
1 dealing, but it wouldn't work in this
i city of strangers"
| McWilliams has not only his window
/ display plainly priced, but each and
i every article in the store, no matter
/ how insignificant. All who enter may
i read.
/ The first month after decorating
i his stock with price tags his trade
Il increased fully 20 per cent. And since,
II a., civ rraontha IL has doubled