Every evening, Wilmington daily commercial. (Wilmington, Del.) 1878-1928, 1922-04-08
REARDON REALIZES
I ADVERTISING VALUE
Local Store Man Carries VIII
mington Trade Message to
Cambridge, Md.

Special Correspondence Every Evening
Cambridge. Nd. April s.--The value
OF the right kind OF Newspaper advcr-
Using and why Il In superior to All
other kinds of local exploiting OF NOR
chandise was emphasized by Walter
| J. Reardon, manager OF tho Crosby d
Hill Co. department store. whining
| ton, before tho members OF the
Chamber Of Commerce OF this town on
Thursday evening. Mr.. Roardon's re-
marks stimulated tho interest OF the
local dealers to such an extent that
following his address and yesterday.
he. with G. NJ. Dillon. assistant secre-
tary OF tho Wilmington Chamber or
Commerce, who also addressed tho
merchants on tho work OF tho mercan-
| tile section OF tho Wilmington Cham
Der OF Commerce, conferred with tho
dealers on some OF their local prob
lens.
Sell goods that will not come hack
TO customers who will return" was
the keynote OF Mr.. Resrdon's remarkp
amplified in many ways and fro-i
many angles. Local merchants. he
said. ought 20 hold strong 10 news
paper advertising. supplcmenting and
tying this up with store window dis
plays and other advertising such az
circularizng whore this is found
necessary or helpful. The employc
OF store ought TO read the edver-
tisement of his store each day. Mr.
Reardon told the dealers, IN order
that they may be familiar with the
family" or store life. Changes Of
copy for advertising were necessary.
the time for running tho same adver-
tisement several days in succession
having passed. Change of copy 1,
essential each day. According to Mr.
Renrdon's experience. newspaper nd
vertising was beyond all doubt the
most valuable.
lie told the merchants OF the adop-
ton oC the trade name for the Crosby
& Hi Co.'S store. calling It Ever
bodys Store. lie said he did not
believe in sending letters. ADVERTISING
merchandise 10 a selected few. bat
that everyone ought 10 have tho op-
portunity and the same chance 20 buy
merchandise as any one else. That's
the reason his corporation has named
Itself the Everybody Store"
Regarding tho movement to elin,i.
nate price comparisons he advocated
;he advertising ~ goods and price,
without comparative prices. lie quoted
objections to indefinite figures, such
y as 20 per cent OF without naming tn.
hasIs price. In order for q merchsn'
20 make success OF his business. th'
2 dealer ough; 10 participate in the com
p mere al life % the community in nj
things. BY that he explained he mean
4 boosting all interests. for he Shove,
- that no one merchant could possibl'
G advance in business alone and that (
- was necessary for all dealers TO 6,
= ahead in certain trade section 20
q that section 10 thrive as IL should an,
Y could.
81 q. NJ. Dillon addressed the merchant
= on the cooperation that Is neccssa- g,
:, between dealers 4 any organization
y : 10 prove fruitful
He referred Ia the confidence tha
a should exist between employers an
employs. lie quote, the advance mad
: in the doorhell as a way that II woul
Troflt merchants TO illustrate IN thei
own business. He said that years sg
The knoCker was eliminated by tn
l. door pull. which later was supplante
ty the electric push button bell. X
~ said TINT II the merchants would ceas
knocking their competitors and cro
" all political and frsternal and othe
J. pulls" and would push their bushes
= in a modern way. there would be ~
= one answer 10 the question o. NOR
A. trade. He urged that merchants ar
~ Cept the lessons they received at hom
: rather than seek some idealistiC sly
n or fashion from a tar OF section. II
q, urged community cooperation IN bus
:. ness and that efforts put forth 70 al
:, vance the community NE would sure
be reflected In the Increased businei
. o the store
u Mr.. Dillon referred 70 the store VIII
l. dow as st IS seen by the averas
pedestrian. He told the. merchants n
TO I'll their windows with anythin
but 10 make the windows one % the
% biggest assets. 50 that the " ndov
would prove an effective adjunct
In the newspaper advertising Mr.. Dtlc
nm spoke Of some OF the problems viii.
20 the mercantile section Of the Wilmlni
nd ton Chamber Of Commerce had bee
re confronted with and how these difiio1
go ties had been overcome or eliminate
Iet entirely through modern methods.
The addresses Of Messrs Reard'
- and Dillon were among a scr es Of a
IL. dresses on advertising and store pro
"a, ems that the Cambridge merchan
a. have arranged as one Of the ways III
would help advance their business /
terests and increase their clientele.