Arizona republican., 1920-07-09


 When I made my announcement yesterday morning that was going to sell my standard merchandise at reduced prices I also made the very frank statement that I was follow ing this plan because I needed the money.
 This is just exactly how like to conduct my business and what to me seems to be the modern way of doing things.
 I tell you these things frankly because I always like to play my cards on the table and because believe you, with the rest of the public, is with me. The public I know is willing to pay the price it is required to pay for goods of standard worth and I know too that the public does not like to pay $50 for an article today when the same thing can be bought the following day for $25. Many people judge this as being a esoft soap" method of batting man on the shoulder one day when he pays $50 and then stabbing him the following day with the selling price of the same article at S25.
 My idea is to be perfectly frank on each and every occasion know7 ing that the success of my store is based on the sincerity of my an nouncements and the fulfiIment of every statement I know that the public, when it reads advertising, realizes what the sincerity and known truthfullness of the house means and judges as to the value of the offering that has been made I sometimes wonder whether the clever wording that has been used has any effect on the average reader when the article offered, on investi- gation. proves itself not fully up to the representation. For example, when a $25 palm beach suit is of fered at a discount of 20eo or at $20, will some of the readers of that particular advertisement appreciate that the suit offered is the identical one we have been selling all season for $20 so that after the big dis count is given the purchaser pays the same price that he would in my store at the regular ali-summer re- tail price In another instance of palm beach pants advertised at would the public recognize pair the price of SITS as being the same quality as I have sold all summer at sf.50 and that now, with my 1Oao | discount I am selling at S5.75. You often hear that prices are coming down. It sometimes looks | as though price adjustment was go- | ing to be brought about and because | of the many sales throughout the land one would think that possibly | this was the fact but when you or vour neighbor goes to buy the stan | dard article you will find that there | is no change in the price of quality | goods of the standard variety and | for this reason feel that the gen | eral sales idea is to be condemned | and particularly the practice on the | mart of the merchants of using | Americanism as the basis of sales | argument Don't these merchants | appreciate the fact that they should | be able to stand on the foundations | of their own businesses and their | abilities to conduct business along | modern lines, giving the public the | entire truth as their reason for any | step in the progress of their busi | ness. I do not mean to suggest that | everybody should buy in my place | or that my place is the only place | in town where honest modern mer- | chandising methods are practiced but I do want to impress on the l nubIic absolutely that in every
 move made in my store l want the
 public in my confidence and for that
 reason I give them the honest req
 son for every step I make.
 Now back to the point of my an
 nouncement. In all sincerity, yes
 terday morning, l made the an
 nouncement that because have
 definite need for my money and tha'
 because I would rather give my
 customers the advantage of the dis
 count rather than pay the higf
 ra+as of interest at the banks, Lave
 made 2. special discount on the cn
 +ira stock of clothes in my store ant
 on an shirts of 2O9o and that or
 +1,a entire line of haberdashery T
 +be store we have made a reductloI l of 1Ogo with the exception or otel ! con Hats. You will note that haN'
 eiven vou the plain facts. haV'
 1o+ offered such an excuse as Una
 certain goods were forced on me Io' | that I am overloaded, nor given an | other superficial or fake palrlol oli | r,Otive for this sale. l have snilpi!
 told you in as frank manner as | can that I am going to give yo' | +be benefit of a reduction on th'
 nrice of quality. standard goods pc
 rause you. need the goods and pc
 csree f need the money and in thu | eesf,fou we come to very happ.
 .o,c1,,sion in that you carry ava
 coiiS41s'-~.-- .-,,4I,ee and haberdash
 c,-v for which this store Is NnoWi
 end we have the money to adVaile
 tbis business which we cohslue ! d, .s vv,4-rll as ours