The Birmingham age-herald., 1923-07-31
NE W RECORD MADE
 AT DRENNEN 54TH ANNIVERSARY SALE.
Felix Drennen Points Out Re- markabIe Advantages Of
 Morning Paper Ads

Packed with people was Drennen's great department store Monday, the first day of the firms fifty-fourth years before Birmingham was incor- porated as town, Drennens has for years held It's great annual celebra- tion, sharing the profits on the oc- casion with it's customers with goods marked down to such levels that even the best informed buyers are startled by the reductions.
 Officials in the store give much credit to the firms recent increase of advertising space in the morning paper, saying that since this change the first six months of 1923 shows greater volume. turnover and mone- tary reward than for the entire year 1922. The increase Is officially diag- Eosed as follows: This year, so far, more than double that of 1922; first six months of this year more than trebles all of 1921; quality of trade 100 per cent above that of previous years.
 tkere were literal swarms of people buying, but over all was a distinct orderliness, absence of rush and jostling and a good natured tolerance of everyone by everybody else. Smil- ing, the clerks and sales force wait ed on all and, getting the atmos- phere of the celebration, even the im- patient ones smiled and aided in the avoidance of confusion.
 O O O
 Women As Buyers.
 "Women today must be considered and served as the predominant busi- ness men," Felix Drennen, president of Drennen & Co.,, said Monday, TOT they constitute what seems major ity of the buying public and 1t IS , certain that their patronage of shops, In a large measure, is governed by a readjustment in business hours that will fit in with their occupations.
 Times have changed, particularly so since the World war period when women, already creating for them- selves a distinct place in the busi- ness, manufacturing and mercantile fields particularly, were called on 10 handle practically all phases of mas culine endeavor, learned to like 1t. be- came enthused over 1t and have held the ground they took over ana are most acceptably keeping 1t.
 "Glance at the lines of women ar the open and savings account win dows in any bank, count the numoeI of women In line and the direct answer is available. They own things. own realty, investment securities, business of their own and 1t would be astonishing to learn how many of them are putting out money at in tarest.
 Realizing these things" Mir. Dren- nen continued. the department stores have had to readjust their methods to properly serve their patrons and keep abreast of the times. Five years of analytical ob- servance has shown our firm that to place our business messages before the women buyers of this community it is imperative that the bulk of our advertising appear in the morning newspaper. The business woman Ia up early, reaches her office early. has an unoccupied period in the street cars on the way to her office where she uan read her morning paper. and read again at her office of employ ment or her own place of business. Results of our anniversary sale up to rocn on the first day. Monday, ex- ceeded the entire first days sales on a similar occasion a year ago. We cannot but attribute much of this in- crease to advertising space used in the morning paper.
 Character Of Patronage.
 Since placing the predominant part of our advertising in the morn- ing paper we have been surprised and delighted at the increase in the bet ter class of patronage. We are hold ing and enjoying a trade that has heretofore taken Birmingham money to New York In some measure this
 Continued on Page TwO)