Every evening, Wilmington daily commercial. (Wilmington, Del.) 1878-1928, 1920-07-29
LITTLE JACK R0RNER
HAS SMALLEST STORE
But He Understands His Busfnesss
and Has One Of the Biggest
GoodWills in the City.

GoOdWills IN the Oity.
The following il reprinted firm %
Retail Public Ledger ~ p1hilalislptra.'
He Began btsiness for hirnaef WITH
one pair Of feet, sixty-fvc cents IN eaFh.
1000 boxes Of dried beef and tho neoss
sity Of selling some u y quiek aEflr
quick 20 pay the rent
Today he has the srnafles1 Ftor~ ~
Wilmington and one of the bigyrst Knn'i-'
wiIls-and be nakes both q them work
like thunder, serving no fever than 80 -
700 customers every Saturday Ia an -
tablishment that 10 iust ~ ieft w1fe ~
42l King street
he Il Jesse H. Homer, hetteY knovn
from the distinctive style n advertising.
which he has adoptSd AZ LITTLE Jack.
Homer" dealer IN butter and drief hcef
The little store y not The result -
neoess ty, but n choice - plays q Trr-,
rnincnt part IN both bis sales and hIp ad-
vertising policy. The slogan SMALLEST
Store in Town appears On gvrry onr y
his adver tiseTnenfs and ono spp@srs m
the daily newspapers every day, nevrr
legs than one column wide fCur Tnehse deep
II fts with his sales policy heoarae fhis
policy II All conferred On low prlos after
due emphasis has been given - quality.
II fits IL becarlse the tiny storr means very
small overhead and actrally make sW7ft
ztOck-tlirn a necessity. 10th q these
things mean small costs, low prces md
big profits
Tho unusual feature a Hor,ers ~
vertsing Il that though he cells iond
staples. It - full u appeal ~ chiifrrn-
Children do not decide WHORE the lam
lly's table money shall - Fpent nus
thev are the messengers moet often sent
10 the store Horner's obIertlve "a -
make II easier for the mother ~ aFnf
the voungster N his store than u others-
/ He does this by making ms Messages
Y the sort that appeal N the yolmWfer-
I Hence his trademart-an liirustrafinn -
I II little Jack Homer" sitting upon his
4 stool With the Christmas pc, the thumb
/ and the plum ueil known IN the tradition
Of Mother Goose.
THE MOTHER GOOSE MOTT.
The smile "a carried out IA me text
4 Of his advertisements, which are mostly
in rhvrne based on the Mother irucse
( iingles For instance:
Mrs Spratt was very fat, and JacE
was very lean, but they 10th agreed
that Double Star was the best they had
ever seen" Double Star Is the ularEerre
upon which Homer speclallzes. along
with his butter. and IN nearly al ~ his
advertisements he enphaZsez the differ
ence IN price between butter ana marCerlre
by stating II IN the form u ? mafne-
) NAUTICAL problem, thus
Butter ............ %
. Double star OBSERVATION-DISCLOSURES.
saved .-....-.... ..-..... -
Another tine he stated j. this vay
. "Jack says he and Jill vent down ne
hill 10 get a pound Of butter the elgntv-
: cent kind wouldn do they took Douhie
Star 10 mother. Price hfty-iour cents
Again: Jack says, Hush-a-hy-nany,
on the tree top, We wonder !1st where
the price Of butter vii stop. ~ don 2
worry me, said my wise little IA. u
J. go down 70 Horners and buy Double
Star.
: And tins one: Jack says, Tom. Tom
a the piper's son, learned the Eay when he
was young: right up the street anu round
!, the corner, 70 get Double star from tte
s Jack Homer.
5 This IS one that Homer considers me
, OF his best; Jack says they al TART
y out with Jack says J Eighty tr.e
pennies standing n TOW. FOR p, 10 4
Of butter they will shortly 20. ISeE.
Il SIX would still be left, Z they oouElt
Double Star, 20 give 90 al he little
ones, as well as Pa and Ma.
+ Again. Sing song OF quality. q pOcSet-
, fui Of dough. we want a pound OF butter,
= where shall We go9 I know. sad uttlc
. Billy Horner's snt far, III run right
down 10 King street, and get some Double
Star
Z Il know that tn form 81 ADVERTISING
is effective, Homer says, because III
'' Youngsters do come into the store and
recite them for Us. No danger oi thel
forgetting what they sere sent ioc shcI
n their mothers teach them thc .ng.s
y first"
A HORSE THAT DIDN'T "LoOG GooD.
Referring TO his carly struggle, - ~
time he was delivering has dried bv,i os
hand and foot A. he puts it, Horncr saws
After carrying my heci m a travel
N ing bag and bundle FOR sN months
:: determined 70 get team, So ! purchase,
:. n horse for So, and the man threw r.
the harness. bought tins horse 80 night
''The next morning. on gong p ~
stable where l had taken him, thc ~
d. eryman tod me the horse ~as AZ right
L hut he did not 'lOok good Then / saE
what ne meant The horse was blind
Nevertheless the bind team -crNc,
h, Horner's purpose until he Vas able z
't replace il with an automobile, selma
i the horse in the daytime and under "A,
st false pretenSes for S25.
I The war, which brought 70 many mo
y nition plants 70 Wilmington. gave hor
ner an opportunity 70 ocCeL MS torbln
somewhat He seized the opportunity
to open a lunchroom on the side nes
.. one Of these plants, and kept sixtcci
IL employees busy running t.
The opening Of "The Smallest StOre
came later. with has start in the rcta
butter trade
~ HorneT makes extensive use yi Glass;
fed advertisements as well ~ display
scattering through the paper unicr vlr
tually all the classified headings 'rtl
ct. ads swinging the readers attention Aruuls
to butter and Double star For Instance
under the heading female help santed
he will slip in a sentence telling thc hOuse
wife what a help his product IS
90 The Smallest store Is arranged p
90 teriorly along lines similar q thoSe q
90 the United Cigar stores Co. cNpoct thl
90 the prevailing color is white and no
red. But the counters shelves and stoe
90 are an arranged with due rcgard ior oou
veniencc and speed in waiting on custom
ers. They have 20 be when - man
e2t customers arc q b e waited on over a So
~ foot counter.
~ You Try an Every Evening want sdy.