Evening star. [volume] (Washington, D.C.) 1854-1972, 1922-04-08

Special Dispatch to The Star.
NEW YORK, April Sit is a DIM
cult thing to sell the public something
1t does not want at price it is unwlll-
ing to pay. Some business men have
mistaken that for a manifestation OIL
hard times instead Of a manifestation
of hard sense. They have corrected
that mistake and business Is increas-
ing tremendously as a result. One|o1
the most satisfying indications that
the present business Improvement
will continue and increase is the fact
that the public Is demanding and buy
ing medium priced goods, for it is a
sure intimation that it can and Will
continue to buy.
The head of one of the largest mail
order concerns in the country, when
covers practically every section, out
lined the situation today, when he de-
clared that he was not worrying about
the size Of the orders that came in SO
long as the number of orders contln-
ued to increase. Merchants are strlv-
ing now to supply demand, rather
than to force 1t. What they want Is
customers, for the public has dlscoV-
cred that in many lines 1T does not
have to buy. 1t is willing and aoie
to buy. however, when its neeos anu
demands are met.
This Is amply proved by business
dispatches received within the last
tWentyfour hours from widely sepa-
rated sections of the country. Ihese
indicate that retail stores specializing
in popular-priced merchandise nave
more business than they can handle.
Advertising Brings Success.
Their moderate advertising cam
ma ho fhnrnnphlV success
full, while the stores specializing In
high priced lines are securing only
mild results from intensive direct
mail appeals supported by newspaper
advertising.
Prices alone, however, will not check
buying, as many a successful bootlegger
can testify. In fact, where prices have
experienced legitimate advances, based
on demand and supply, increases have
stimulated buying. This has been ex-
emplified strikingly in the last two
weeks by the advance in steel products.
The Easter retail trade is expected
to continue in full swing this week
with volume of business equal to that
of last year, although the goods pur-
chased undoubtedly are priced at lower
fined to the cities. but reflects a sat-
isfactory purchasing power in the rural
districts as well.
Increase in Production.
Employment has experienced re-
markable increase in the industrial CEN
ters and this has gone far to balance
the loss of wages occasioned by the
coal strike. The effect Of the miners
walkout has not begun to be generally
felt, but the tremendous economic loss
of the controversy is inevitable, and is
being taken into consideration in ad-
vance by thoughtful business men.
The steel plants are increasing pro-
duction, lighting furnaces cold for many
months and rapidly approaching normal
operation. The automobile manufac-
.turers are working night and day and
many are unable to meet the demands
for their products. This activity also
has spread to makers of parts and ac-
cessories. The tire business is ahead
of last year and makers predict re-
vision Of working schedules to assure
greater output.
Building Boom On.
What amounts to a building boom
is on in many sections. Wage dis
putes in the building trades are being
ironed out and a shortage of skilled
workers is reported from some dis
tricts. Lumber orders in certain CEN
tiers are well ahead of production. and
demand for cement roofing. glass and
other building materials is keeping
pace.
Early fruit and vegetables are SELL
ing at good prices, and prospects for
record yields are excellent The small
er farm implements are being bought
freely, although demand for the more
expensive equipment still is tagging,
according to dealers. Rice prices are
advancing, and a shortage Of supply
Is predicted before the new crop be-
comes available. The wool markets
are softer and less active. rejecting