davidaulloa/AmericanStories huggingface dataset:
Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1922-12-05
UNUSUAL DILIGENCE

Always faithful TO the duties OF her POSI-.
unQuestionably result IN even greater dill
tion a model for other stcnOgrap piers. the
near approach OF the holiday season. viii
ganco on the part Of Cam OFlagc. Follow
this energetic character IN the All-Star Comic
Section OF the Sunday PUBLIC LID0nA
Make 1t q Habit."-Adv.
The Washington herald., 1922-08-06

DELlCAfEssEN FRUTF AND CIGAR
store; nr 9Th and q nv: we'll equipped:
v4re rcesm parlors. income 800 per day:
price S2-soo. wfLDMAN q CO.. sth q q
tts. ~. sos. loe
The Washington herald., 1922-08-06

HARDWARE STORE. N FINE NV 10
cation. has living rooms. modern: rea-
honable rent. Make OFFER.
p. 3 CARLEY.
F11 = 81 NV Franklin eI53
The Washington herald., 1922-08-06

rONTNG HOrsE. y. W. ROOMS
""tinr haT. all modern. rent
rice s. COO. Terms
r. =. CARLEY.
The Washington herald., 1922-08-06

IRONING HOUSE. NORTHWEST. 12
r"om<. rent. money maker for the
price asked. Price ssn0
kTT &, NV franklin eliza
The Washington herald., 1922-08-06

nEIICATESSEN AND CONFECTIONERY
hrsv transfer corner: low rental:
god buy for the prize asked. See thi
piace right AWAY. northeast location.
r. ,. CARLEY
Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-05-21
ADS TOO OFTEN
OMIT INTEREST.

Declaring that tho major portion
OF retail advertising fails To accom-.
plish ite purpose because il docs not
attract ana hold the interest of the
reader. William Nelson Taft. editor
of the Retail Ledger. in "a recent adj
dress before tho Washington Advcr-
isinG club, made an appeal for the
injection at - greater amount of what
is generally known as human inter
est into copy OF this nature
THE man who frames retail an
nouncemcnts," Mr.. TAFT declared.
should remember that he has to com
pete with number OF other factors
that are struggling for the attention
of the newspaper reader. He has to
offset. at least in some degree. the
lure Of the news. the appeal OF the
comics. the entertainment provided
by the various features of the paper
and the general tendency of the read :
CT to i'm hurricdiy over the majority
OF items in order to get a birds eye
view Of what is going on. 1t is for
this reason that IL is essential for the
retail copy writer to inject something
more than bald statement of facts
and bold-faccd display OF prices
into his advertising space. Tho lat
ter may attract certain percentage
Of readers who care FOR price alone
but the vast majority will pass il by
without even so much as a glance.
The use OF some interesting point
in connection with the mcrchandi s6
Will, however, virtually insure care
Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-05-21
" A ME- or p u T " e Y
KNOWN FOR CENTURY
IN C[I'Y'S BUSINESS
Famous Shoe Establishment
as Important Historically as
IL Is Commercially.

Many eyes this week will he
focused on the stephen Putncy Shoe
Company, because here Is IL Richmond
institution which is as rich in his
tory as il is prosperous in business
Under tho name of Samuel Put
ncy. the stephen Putncy Shoe Com
pany was organized In lSl7-lO5
years ago. From an humble begin
ming it grew and fourished unit,
this great establishment on West
Broad street is one of the first land
marks TO greet the eyes Of the thou
sands OF travellers who alight al
the Broad street Station. a stone $
throw away.
More than century Of successful
business has made for the stephen
Putney Shoe Company a reputation
which is widespread. and IL is frmIy
linked with the wcll-known trauc
name OF Battle Axe Shoes"
Many visitors to the Virginia His
torical Pageant will find moro than
merely commercial interest In this
house, because IL was launched on
the sea of commerce during that
Colonial period which forms such a
picturesque part OF Virginia's his.
tory.
Special invitations have been OK
tended By tho stephen Putncy Shoe
Company to out-of-town merchants
here for the pageant to visit It's
great establishment where hispit
able Virginia welcome awaits them
Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-05-21
GAINS OUTWEIGH LOSSES
IN DOI.I.AR-DAl DRIVES.

Retail merchants in number of
cities have asked Syracuse retail
clothiers whether they did not lose
| money on tho recent Dollar Day when
they sold one suit at the regular
price and then sold the same custo-
mer a suit or an overcoat priced the
same for 81. Some stores offered the
ovcrcoat and others another suit.
The out-nf- town retailers are curl
Gus TO know whether the local men
did not take "a heavy loss on snch 4
! sale and. admitting that they did. for
they can zee no other answer TO tho
matter. they want TO know how the
Syracuse mon expect to recoup their
losses ard what they expected to gain
by such a sale.
Joseph \. Griffin, manager of the
| Peck Hhncy mems furnishing store,
one OF the largest in the city, who
was chairman of the Dollar-Day COM
mittec. has answered these questions.
His store was one OF those that Of
fcred a suit OF clothes at the original
price and then sold AN overcoat to the
same buyer for 81.
MIR. Griffin said: Sure, we took a
loss. We had 10 take a loss. The
more ovcrcoats we sold for 81 the
heavier our loss. But We took in a
lot Of money. paid many bills and
what is OF equal Importance VIC got
RIA OF Il lot OF pNcTCOdlS dnu a
number OF suits OF clothes. We
cleaned our stock. We turned over
quick and righted around for the
spring and summer trade with al
most a clean slate. Syracuse mer-
chants took in $3.50, 900.
But that is not the only advantage.
The greatest thing we did was TO ex-
tend the Syracuse trading territory.
That, in the final analysis. is the most
important object of Dollar Day. We
brought people into Syracuse and sold
them ovcrcoats for 81 who had done
little or no trading here before They
came from 150 to 200 miles TO buy
here. Now what is the result The
next time that man wants suit or
an overcoat where is he going to
come? Right straight back to SYRIA
cusc, unless something prevents. But
the thing does not stop there. Bar
gains just as good as the 81 over
coats were offered in wOmen's lines
of mcrcha ndise. in childrcn's wea ring
apparel; in fact. for the whole fam
lily. Also there were hardware stores.
dry goods stores, China stores, res
taurants. millinery stores. furniture
stores and. in fact. pretty near every
Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-05-21

retail merchants in general and tob.
bors and wholesalers in partic,,lar
have completed plans to receive visit.
ors in style which. II is hoped, will
make many new friends among them.
stores to Keep Open.
Retail merchants have agreed that
thcy Will not close their stores during
sbS pageant, but individually thov
have so arranged their working hours
that every employ will have an on
portunity to take part in or witness
the pageant and view the paradea.
Wholesale and jobbing houses and
manufactures also have sent invita-
tons TO their out-of-town friends and
customers to use their oiiicce for their
convenience.
In fact. virtually every business
establishment in the city will def
nitcly help II extending Richmond's
Welcome to all VISITORS. and at III.
same time they Will take advantage
OF the opportunity TO show old and
new friends that Richmond Is Just az
important commercially az IL is his
torically.
Dozens OF big concerns have en-,
tered elaborate floats in tho parades'
which VIII be held, and in this way
alone the thousands OF strangers as
well as many Richmond people, will
have their eyes opened to that part
known as the points OF historical in
tcrest.
Business men seem to he particular
~ alive to tho possibilities for them
selves In the pageant. and apparently
intend to make the most of their on
portunity.
The pageant has been generously
advertised throughout Virginia and
In bordering States.
AZ the state convention OF retail
merchants held last week in Staun-
ton. scores OF those present voiced
their purpose OF attending the pag-
cant and said that they were certain
that Virginia would turn out en-
masse for tho great historical spec.
taclc.
Indeed. II was learned ycoterday.
many Of tho visitors to the pageant
intend To combine Observation-Disclosures,
with pleasure Some Of the pageant
visitors began arriving last Friday.
in order To transact business win
local houses. which will permit them
plenty OF time TO devote 10 this
weeks festivities.
Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-05-21

fui attention. for there are only two
reasons that newspapers are read
| information and entertainment. The
supplying of either of these, or both
ii possible, will serve to lift the ad-
vcrtisiuE space Of the rut OF strict
commcrcialiem and will place IL in
successful competition with the other
news in the page.
And this informative interest isn't
hard to locate. either. Everything in
the alphabet of rctailinE-from auto
mobiles to zinc--contains II in z de-
gree which is unsupported until one
begins to dig into the history OF the
product or it's method of manufacture.
Every retail store. no matter what
tho type of goods which il handles
has the opportunity to apply this
principle or the value of human in
tcrcst in Il way which Will guarantee
its copy against oversight. for people
are always Interested in the story be-
hind the goods. no matter whether
they intend to buy them ut the mo-
ment or not. And, even apart from
tho history of the articles or their
method Of MANUFACTURES. there arc in
Vulnerable points that would make
for easy. interesting reading. The
man who is thinking about purchas-
ing suit. for example, would natur-
ally like to know that the belt straps
are put on In a way that kceps the
belt always in the proper position:
that the vest pockets are specially
designed for the articles which men
usually carry in them; that the watch
pocket is lined with velvet: that the
coat is cut in way that makes for
ease of motion. and that the hip
pockets arc designed to accommodate
either pint or an automatic. The
whn htlVS a. nf no
goods sold in retail stores is also CN-
tremely susceptible to this method Of
approach. and even tho children are
interested in the talking points of
their particular toys or candies or
books.
I'm short. the attention OF every
prospective customer of store may
be gained and held at a minimum Of
cost and n miximum OF return by the
simple cXpedicnt Of telling the story
behind and the story within the
goods"
Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-05-21

TWO WEEKS OF 1922
HEAT : MONTHS OF 1921.
Two weeks recently Melted q great
or volume OF business for the IlamT
Williams hardware store i'm no,
Springs. Ark, than any two months
in 1921.
The reasons are simple.
Iiamp Williams did two things I,
his store. lie sent his clerks into the
warehouse and basement and odd
corners Of tho store and brought out
plows and harrows and planters and
Cultivators and other farm nipple
mcnts and placed them on the side
walk in front of the store and on
Doth sides of the aislce inside.
Then he had big placards printed
They read: This implement was
sold at $; now s.. For instance
the card on "a plow showed the prices
n $40, now 81: cultivators, s45: now
$50. y card was placed on every
implement. The layout had tho APP
rcarancc of big fire sale. hut it
attracted attention.
Farmers knew implement prices
had been reduced. They had seen
news items about reductions. but they
had never applied the cuts to particu
lar machines or they had i>cver had
the reduction called to their attention
a
mcnt.
MANY farmers told Williams that
they didn't know the prices had come
down so much and they began to buy.
In one week the store sold more i'm
PIGMENTS than in any week in tho
last two years. In one day il sold
$500 worth or aluminium ware Farm
ors lined up in front Of the store.
where they could examine the nipple
mcnts on the sidewalk. One bought
and another followed. Buying got
ntaGious. :, farmer who had been
putting off the purchase OF pillow.
got one when he saw his neiEhbor
make A purchase.
Some farmers went TO Villains and
complimented him for bringing the
prices OF implements down to con-
form to the lower prices OF farm
products.
When he saw that the price pla =
card system was working on nipple
mepts. Williams began to use il on
other stock. lie used it OH alumni
UNI ware with the result mentioned.
lie used it on cutlery. on household
equipment on tools and on every
other sort of stock. and IL work ed
every time.
People generally arc not posted
on things they have not been buy
ing" says Williams. III we price a
piow at 81, without comparison with
former prices at which il sold, the
farmers first impression is that the
pillow is high and he asks ii prices
ever are coming down. You under
take to explain the decline TO him
and YOU are too late. His mimi al
ready is poisoned. We have tried
private announcements Of price de-
clnes for the last year and il doesn't
work. They must he public We
have done more In the last six weeks
To restore confidence with our trade
than we have in the last twelve
months"
Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-05-21
NORFOLK DOkkIES
PLANNING TEMPLE,
Half of the s2oO.oO0 Huiidinr Fund
Has Been Subscribed In Inst
Few Ilnys

NORFOLK. VA. May 2o.-Half Of
the 100000 for the building of a
temple Tor the Dolillies and Pythians
In Norfolk has becn subscribed /,
was reported today. and one OF the
hnest temples in the past IS as
surcd. II is declared. as bu, small
proportion OF the membership Of Tn.
Pythian ard Khorassan organizations
has been seen by the building fund
committee. The fund viii he COM
plete within two weeks, II is cx-
pcctcd.
The temple is TO provide a club
for the Dokkios and other Pythian
organizations. lodge rooms for the
various lodges OF the order and their
auxiliarics.
The site for the temple has not
been desidcd upon. but n number OF
attractive locations are under con-
sidcration.
Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-05-21
f VIRGINIA IA VOR TRU714LN ADVER Using
Saying 1t With Flowers

"Whnt yon figuring ont" asked
the florist of his advertising
writer.
"On an elaboration into details
of our plnn tn say u with hOsrcrs.
I have arranged 10 state that tho
wife should use smtiHN; TINT tho
nnn who wants to ErOSl mt her
ought To sny e with tiger lilics or
dog-tOOth Nlo1cts; TINT the bird
who wants tn SNectcn her up
without the expense of box OF
chocolates may use cRndytuft;
that Instead of giving her wrist
watch You crn present her with n
bunch Of four o'cIocts; TINT he
who wants To serve nOticc on his
spouse TINT he ~ out of funds
needs only hand her cluster OF
touch mc-pOts; TINT If he IL he
wtldcrcd by his love for the sweet
younG thing he rnn cNprcSs his
feelings by sending around nosc-
SnE OF lorc-fn-a-mist; thut IL he
thinks his girl IN n cnt and In
afrntd 4" sny No otherwise he cnn
rndoW her with u cnsc OF pussy-
willows: that " she Inns low
down opinion of him she can hnyc
u c"rsnSc bouquet of skunk cab
bnEc delivered MT his hOusc-thnt,x
about nS far ns have 81 worked
ont now."
Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-05-21
A WORD
From the Sanctiin1
The Business Man and the
DnUnonf

Richmond manufacturers. whole
salers and jobbers are always alert
and entcrprising. Careful inquiry
among them during the past sew
eral weeks disclosed the fact that
nearly every concern in this city.
whose friends and customers in
clude many out-of-town business
mon. have been awake to the single
fact ~ that thousands of these
friends and customers are coming
TO Richmond this week. These bus
mess men are coming here to at
tend the great celebration until they
received personal invitations from
some OF their business friends in
this city.
Scores have responded to these
cordial invitations. which means
that the business men of this COM
munity will be responsible in a
large way for greater attendance
than would otherwise be the case
had they not issued personal invi-
tations.
Visitors are urged by the Rich
mond business houses to make use
OF the latters' Offices for any de-
sired purposes. 1t is surprising to
know the large number Of visitors
who have taken advantage OF these
offers. In most instances. the favor
asked OF Richmond business friends
by the out-of-town people is that
mail be received and cared for for
them
The Pageant offers great oppor-
tunities to local business men, as
individuals and TO their community
at large. Richmond probably has
never had better opportunity TO
advertise herself-her business and
diversified industries.
Commercial Richmond intends to
give the Pageant visitors a royal
welcome.
Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-05-21
A Little Talk on Thrift.
by y. w. Strnus,
President American Society

President American Society for
Thrift
Tho statement recently was made
by reliable authority that the use
OF the word please" in kilograms
costs the people OF this country 81
100000 year. II would not be pos
sible to estimate with any degree
OF accuracy the amount OF money.
labor and time that arc utilized In
other forms of courtesy. but il is
safe to assume that our courtesy bill
each year runs far into the millions
of dollars.
And this does not by any means
represent wasted energy or money
unwiscly spent
Perhaps 1t would be better II VIC
laid even greater stress on these
niccties and formalitics 4 cheerful
word or smile may sometimes prove
TO be an excellent investment sun
shine and gladuess have their right
full place in our daily affairs. There
is greatest efficiency where there is
happiness and good Will. Co-oper-
alton. which is one OF tho great cs-
scntials OF organized business suc-
cess. is the manifestation OF mutual
friendliness.
No great accomplishment in life
was ever achieved Ivy pes7ii..--.s:ss-, It
has always been the optimists who
have done the big things. Their
vision. huoyancy and untaltering
hopcfulness have carried them
through TO success. and marked the
strides OF civilizations progress.
II is n part OF real thrift and EN-
cheney 10 face life with happy
heart and TO treat those with whom
We come in contact with courtesy
and consideration.
The Americans who spend mill
lion dollars TO insert the word plea SC"
In their kilograms made good in
vcstncnt. for happiness and consid-
Grafton for others are essentials OF
efficiency: and efficiency Is thrift.
Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-05-21
CONDEMNS POLICY OF
cIASHING PRICES.

In an address before members Of
the national advertising committee OF
the Associated Advertising Clubs OF
the World. Louis Blumcnstock, adj
vertisinE manager Of the Silk, Bacr
& Fuller Dry Goods Company. St
Louis. denounced the policy OF price
slashinE throughout the season as
the cause of the common suspic ION
In the minds Of consumers that the
orig inai mark up was more than or
dinarily high. Mr.. Rlumenstock also
took occasion To dccry the use Of
comparative prices in department
store advertising. stating that ell
c.ent and real sales producing copy
never rrctends 10 offer what il does
not really offer.
Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-05-21
BUSINESS IMPROVEMENT
SEEMS STABILIZED NOW
Failures i'll April Lowest Than
i'll Any of Four Preccd.
ing Months.

business in the United states has
improved and stabilized during IN.
spring months of 1922. accordiur 10
the Monthly Review OF Retail Trade
prepared ny the National Retail Dry
''oodS Association. Various factors
nave contributed to both improve
'"e"t ana stahr,zavion, notably
"in"ns them being price reductions
which. as was demonstrated during
i'.l served 20 maintain the national
safes volume: reduction of uncmploy-
ment attending increase of industrial,
activity. and marked increase i'm sales
initiative a. specially evidenced in in
crease OF advertising outlay. business
i"lIurcS were fewer in April than in
any one OF the four preceding months
While retail trade for March. 1922
was II L. per cent less in money
value than in March. 1921. according
10 the figures received from the aas
representative stores reporting TO tho
twelve Federal reserve banks, the
merchandise volume Offset the dis.
crepancy because it was sold, In
March last. at prices lower than those
OF March. 1921, by from 10 TO 20 per
cent y grave factor in the money
value difference, and one that low
cred markedly The merchandise
'''"'H' ''SPoStH %. WAS the late
ness OF Easter, which fcl, IN March
IN 1891. and in April this year. The
great Easter sales volume makes its
weight felt for 1922 in the April
trade.
Reports of monthly retail trade
values for various types Of distribut.
ing agencies showed the largest de-
crcascS in money sales values as
railing on the smaller stores. In ac.
tual sales volume OF merchandise the
largest gains we're registered by de-
partment stores. which average
2i3 per cent for March. 1922, above
March, 1927.
april brought more decisive gains.
manufacturers were more numerous
~ occupied with advance orders and
employment was increasing y ma
uonal questionable OF manufac-
;urcrs, of which the returns were
compiled as late AS May .. showed
tho majority Of the basic Industries
reporting their condition as fair. good
and, in som. Instances, cXcel!ant In
the textile Held, only 30 per cent OF
tho plants reported business as being
poor, while 30 per cent stated they
were employing more people than
20 per cent averaged the same num-
her. Tho 80 per cent reporting de-
cliu"s stated that they were slight
Throughout these Industries there
was confidence in tho future, only
per cent experimenting any material
decrease OF business in the fail.
Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-05-21
PIhnen Need Itndin.

There is little doubt that lcgisia-
Oon VIII be enacted very soon re-
curing all passenger planes to carry
suitable radio equipments" said
Rear ADMIRAL W. a. Monctt. head OF
mo naval aviation service. when com
mcntlng on the fact that. with such
equipment, the lives OF passengers
ABOARD the scaplanc Miss Miami
would nave been saved. A bill Is now
Deioi" Congress which provides for
INC creation Of bureau OF aero
naut!cs In the Department OF Cora
mcrcc for the regulation of CONNER
cial aviation 80. ]
Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-05-21
ASSOCIATION RAPS
FALSE STATEMENTS
Retail Dealers. at Annual Meeting Agree Support
and Encourage Organizations Promoting Honesty
in All Publicy-Body Is Expanding Work

J. w. OVcrton. rortsmouth &. W.
Fletcher. Alexandria: &. NJ. GugE en-
heimcr, .lr.. lynchhurE Edward
Eigcnhrun. Petersburg; Charles T.
kaufman. Hampton.
NtCe-prcsidcnts from congressional
diStr'cts-Snl. rcyser. Newport News:
w. q. Swart;. Norfolk: NJ. NJ. Mittcl
dortcr Richmond. l.. \. Roscnstuck.
Petersburg; Il. Carter. Danviilc: -.
=. sites Roanoke: W. Il. Timbcriakc
Staunton: c. +. Waller. Alexandria
THOMAS {. Smith. Bristol. j. Med.
Adair, Lexington.
Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-05-21

win each lO-ccnt purchased on bar
gam ana special stamp days instead
OF the customary one.
III the BOSTON Store advertised that
IL would pay one months rcnt for
YOU each year. provided YOU do your
shopping here. you would he apt to
take us up on IL. wouldn't your" the
al read. Here les tho way we will
DO IL: conftne your purchases here
ask Tor trading stamps with every
purchase YOU makc--brinE in your
filled books and get So in cash for
each filled hook-and YOU will find
mat within year you will have
saved enough to pay your rent for
month"
Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-05-21

kind OF merchandise offered at bar
gain prices. Every one OF them has
the same effect Of getting the people
back here again. OF making them
Syracuse customers: in fact, extend
ing the Syracuse trading zone.
by doing this. we are building up
prohts for tho morrow. We may not
get il in double quick time. next
week or next month, but we arc pref =
~ sure to feel the effects OF it
throughout the entire year