Every evening, Wilmington daily commercial., 1922-09-26
KID LEATHER CAN Be MADE TOCOMMAND THE
PREFERENTIAL FAVOR Of SHOE WEARERS
1000 Men Can be Put to Work in Wilmington; the Service
Cars Demonstrate How It Can be Done;
Dolls Day Saturday.

Win Wnot TX demands. No more try
ing to force the public to wear a red
flannel shirt when II wants n white
linen onel
II Is unique because while Il recog-
nizes the power OF newspaper adver-
tising, II shows that X understands
that to make advertising permanently
profitable and potential the merchan-
disc advertised must obtain and hold
the confidence OF the consumers spe-
ciflcally In 1t. otherwise II kills itself
with consumers and TO certain po-
tentiality of the advertisng.
The George III. Paine Service Cars
are daily surrounded by Interested
questioners, wanting 10 know where
the shoes they carry can be bought.
when many of tho shoe stores, even
those that advertise daily are empty
of customers.
There is a big difference between
keeping things TO sell and serving the
customers. the public.
During the time the cars have been
operating hero. large numbers OF peo.
pie have taken advantage of tho op-
portunlty to have their shoes treated
| Fire Station, Police Headquarters. the
PostofIice. the Labor Temple, Pythian
Castle. Hotel du Pont, during the
, American Legion meeting, and manS'
homes have been visited A largo
| number OF shoes have also been soften.
ed. and put into condition on tho
brushes and furnishing wheels with
which the cars are equipped
.
mon. fremen. boy scouts and news
boys, selected by the Wilmington news.
papers, have been furnished shoes made
| to order and TO deliver the particular
| service required. 40 that practical
| test on large scale might be made
of the value OF the service In helping &c
| reduce the cost OF living.
During the early part Of tho work
80 many calls were received for help
to solve the high cost OF childrcns
| shoes, that a group Of about 400 chill
dren OF school age Is also being equip
ed. Through the cooperation OF the
school authorities and under the su-
pervision OF the principals and teach.
| ers. a limited number of shoes are nj
lotted TO each public and parochia
school. The service seeks out the
little Cinderellas, the first child TO b,
fitted receiving tho shoes. which ar,
later delivered at the homes so as I,
secure the cooperation OF the parents
in making the test. The service state
that II is under the deepest obligation
for the uniform courtesy and kindnes
with which its representatives hav,
principals. parents and little people.
Parents have been found who &,
to New York and Philadelphia 10
their children's shoes. falling to ge
satisfaction here; firemen who pa,
as high as SIS TO SIS a pair withou
getting comfort.
AS IL is only possible TO f7t limite,
number of Cinderellas. and so tha
none may be disappointed, the chill
dren have been asked II they woul
like to have Dolls Day and to hav
their dolls fitted with kid slippers, S
that IL can be determined in ever
home that is happy enough TO posse
a child and doll. II II is possible I
make one of Wilmington's chief pro
ducts command shoe wearers' prefer
ential demand.
So many children have begged 70
a dolls day that It has been arrange,
TO make the kiddies happy. The news
papers announce full details In to
days issues.
During the present week the distri
button of the children's shoes will b.
completed, the invitations to Dolls Da,
will be issued, and every arrangement
will be made to make the little girl
and their dollies happy.
The Service Cars have touche,
every part of the community. The.
have elicted valuable information
They have found that the high cost o
shoes is burden. not only In tn
homes of the poor, but in the well-to
do. They have shown that kid leathe
can be made and worn, so as to MAX
1t the best shoe leather in the world
and what does not this imply to VIII
mington, to Wilmington's industrie
and to Wilmington's prosperity?
1t is the hope of David Snellenburl
of every newspaper in Wilmington, G
Wilmington's people. that her indus
| tiItS dlib Dci WAL AeNHo it
vantage and profit by what they hav
! seen.
This demonstration could not hav
been undertaken without the farsigbt
ed vision and able leadership Of Davi
Snellenburg, who lives and works in
creasingly and unselfishly for great
er and a better Wilmington.
: It could not be carried on withou
the intelligent cooperation OF the Su
T. perintendent Of Police. OF the Chief {
. the Fire Department, Of the Pos,
{ master. OF the educational authorities
and the patrolmen, flremen, boy scout
newsboys, children, parents and other
: who are so earnestly and gladly doin
their "bit" to determine whether it
! possible to bring prosperity to WI
mington and to reduce the high cost {
shoes. through finding just what sho
r wearers want and then giving them
service which will insure permaner
{ satisfaction and comfort from shoes.
The interest has been so great tina
e everyone is asking for more informa
{ ton and one of the ways to meet th
S demand for facts is through Dolls Da,
! so that everybody in Wilmington ca
( sample piece of kid, test it, wash
. in soap and water and learn that kI