davidaulloa/AmericanStories huggingface dataset:
Milford chronicle., 1929-10-11
CONSTRUCTIVE LOCAL
POLICY BACK OF EVERY
J. c. PENNEY co. STORE
Serve Community In Which You Live
Is Motto Set For Managers

EVERY store in the entire ]. G..
Penney Co. organization is local
store in it's service to the commun-
ity in which it is located" says Earl
c. Sans, president of this nation
wide organization of dry goods
stores.
"It is a fixed policy of the company
that the local managers shall contrl-
butte in every way they can to the
development and growth of the cities
in which they are doing business.
practically every store manager
owns his own home. Every manager
is a member of one or more local or
ganizations and contributes to local
enterprises.
"Insofar as it is possible, we turn
all construction work over to local
contractors. The managers are tne
buyers for their stores and BUY IN ac-
cordance with local requirements.
mThey are served through the gen
eraI offices and buying departments
in accordance with their require
ments but they must maintain tne
standards of quality and value III
merchandise which we have develop
ed. o,
eve exercise rigid control over
the general business ethics when we
have established.
"Recause of this fact, new comers
to a town, who have been ACQUAINTED
with a ]. c. Penney Co. store III
some other location, find that tney
are among friends.
sT,iying standards are the same TO-
dav. all over the country. Men ana
women. wherever they live, are ac-
customed to quality and style. They
know prices and they look for the
best. :.
"In a way, the J. c. Penney Co. is
a department store doing in the VI
cinity of S20O,O00,O00 a year in sales'
and serving millions of customers,
with counters placed at convenient
spots over a 100000 square mile
area.
eve could not bring all of our
customers to one store so we nave
taken the store to the customers. AL
the present time there are well over
1000 of these store counters. In a
relatively short time we hope to IN
crease the number to 1900 or more:
"The ]. c. Penney Co. policy OF
making manager co-partners in the
entire organization has resulted IN
strict adherence to our concepuon
of quality and value
Milford chronicle., 1929-10-11
J. c. PENNEY CO., BUILT
ON PARTNERSHIP BASIS
Promotion From Ranks Reason For
Success According To Founder

Promotion from the ranks is the
reason for the growth of the J. c.
Penney Co. from single store do
ing business of $4,000 in 1902 to an
organization which will total well OF
1900 stores doing a total of $3.50, 0,000,-
900 a year, when the present expan-
sion program is completed, accord
ing to J. C. Penney.
'My start came when the men
who were employing me first gave
me a Chance to participate as store
manager and partner" he said in a
recent interview.
81 have told the story many times
of how that act on their part fired
me with an ambition that nothing
else could have created. 1 knew that
it would work with others just as it
worked with me.
when 1 opened my first store in
Kemmerer, Wyo., 1 had little idea
that the present chain would be de-
veloped. Even after the first five
years my partners and 1 looked upon
so stores as the maximum to which
we might ever aspire.
earl c. Sans, president the ]. G..
Penney Co., was clerk in my first
store. Jim Mcdonald, one of our
vice presidents worked in the same
capacity. Others in the executive per-
sonnel started in our early stores as
clerks.
"As we trained men, we watched
their development and as soon as
they were fitted by experience to
become store managers, new stores
were opened. They followed our ex-
ample. To day, every young man in
our employ hS=> the same opportun-
ity that we had. 1t is an even great
er opportunity for our growth is now
at the greatest rate we have ever
known.
"The men in our stores are limited
only by their own capacity to grow
and train other men. In the expan-
sion program we have set for this
year, which will result in 500 new
stores, 500 present employees will
graduate to store management. Va
cancies made by these promotions
will be filled by other men who are
growing up with the present stores.
"New men, taken in, will have the
same advancement ahead of them,
for we have never found a better
way to develop than to develop
through the rewards offered to the
members of our store personnel VINO
want to grow with us.
"We offer our men not only the ad-
vantages of training under men of
broad experience in dry goods mer-
chandising but also the advantages
of our educational department which
conducts school through corre-
spondence in store management
opened to every employee.
"Our personnel department is con-
stantly searching the country to find
the right kind of young men, those
who are not afraid to work and who
realize that industry and loyalty are
the KEYNOTE of business success.
Milford chronicle., 1929-10-11

Milford has fine future, and our
organization hopes to be an active
factor in its development" says w.
o. Lankford, manager of the new j.
G.. Penney Co. store.
ut is communities such as Milford,
with sound economic background
of long established prosperity, which
the J. c. Penney Co. has found to be
best suited to our stores success.
"In recommending Milford as a
store site, the company's analyst re-
ported that in addition to the buying
power created by its own thriving
industries, Milford offers unusual
opportunities as the commercial and
distributing center for a wide range
of trade territory. Agriculture in this
locality is extensive and diversified
including grain, truck and fruit;
dairying is on the increase, and there
is considerable poultry raising.
"It is with great pleasure that !
have come here as store manager"
stated Mr.. Lankford, because l feel
that in a locality with such sound
economic development, and with
such a progressive spirit as / find
here, there is an excellent opportun-
ity for an organization with the con-
structive policies of the J. C. Penney
Co. to grow with Milford and to con-
tribute materially to its development.
''It is a recognized fact that we'll
known chain stores often benefit the
entire commercial life of commun-
ity by drawing added business to the
town in which stores of all kinds
share.
"We consider our stores to be an
asset because they endeavor to bring
constantly better values to the COM
munity; they furnish regular, de-
pendable employment to local resi-
dents; they advertise in the local
newspapers, and they are important
factors in local community progress.
"It is the policy of the company to
cooperate with local interests wher-
ever possible. In all construction
work, for instance, local labor is
favored.
"All ]. C. Penney Co. store man
ayers work up from the bottom of
the list. It is by so doing that we get
Milford chronicle., 1929-10-11
INSPIRING STORY
OF J. C. PENNEY
Offers Employees Real Opportunity
For Success

.aTo build men is to build success
This is the creed of J. O. Penney
who 27 years ago, started the nlSI ST. o.
G. Penney store in Kemmerer' wy
oming. 10. watched
that one tiny store in western MN. MN.
ine community multiply into almose 80
1A0o stores distributed over 40
s+otos He has seen his original III
vestment of $500 cash plus noLe ,aos 10
$1,000 grow into an annual phSiu'''
of over $176,0OO,OOO. - soo1on-
AS he has watched this ueVeloP
ment Mr.. Penney has been impress
Cd time and again with how CLOSELY
bis observations have borne out tne
nth % of his belief in man-bulioins
&C the keystone of success, pellel
he acquired when acting as the poy
- oil work in a Hamilton, MO-, cross
roads store at the amazing salai' -
TNS Ordered west on account OF MS
hao1+b he took position IN Evans
ton Wvo.. as salesman WIN Cne
% Tohnson and Callahan Company
Here for the first time he experieno
ed the appreciation OF an employel ~t
for the honest efforts of his ASSIST
ants He learned too what a strons
snur such appreciation can be 70 .n an
ambitious boy. Turning down oners n
at double the salary frim rival stores'
I'll Tim penney remained with Johnson
and callahan for three years. nolu-
ing ing nositions of increasing RESPONSE
aHt the end of my three years IN
evanston" Mr.. Penney relates
aJohnson and Callahan were operat-
iDS six stores. Instead of being CIV
on the managership of one Oh tnese
stores I I was afforded the opportun.
;tv of buying third interest IN one
of % these stores. This I did with my my
savings ca of $500 and note for $I,oOU.
"In March, 1902, I left for hem-
mer wyoming, taking with me my
wife and our year-old son. we eso
tablished living quarters over ene
store in an unfinished half-stors
Milford chronicle., 1929-10-11
What Does Business
Que It's Home ToUn?
COOperatiOn Says w. O. Landlord, Manager of Local c.
Penney Co. Store Who Reports National Findings

such movement because of the in
creased business which properly
trimmed windows will bring to his
store.
Business clubs, Kiwanis, Rotary,
Civilians, Lions and others can help
by bringing well-known speakers to
their meetings. Every large business
house in the country has speakers
who will be glad to make the trip.
Business should work closely
with local government bodies for the
local officials are custodians of the
public good in the cities where they
serve. Better business committees
from the business clubs could well
afford to have joint sessions with the
local administrative bodies.
Local newspapers should be sup
ported in every way for the newspa-
per is the messenger to the homes of
everyone in the city and in its sur
rounding areas.
"The Importance of the local
newspaper has increased by leaps
and bounds during the past several
years. Business houses have learn
ed that the local paper, the one pub
lished in the town where it circu-
lates, is the quickest approach to To-
cal interest.
"By availing itself of the oppor-
tunity to use the local newspaper to
its greatest advantage any local
business house is making the value
of that paper constantly increasing
asset to itself.
"Towns make the same kind of an
impression on person as people do
for towns are highly personal things.
The town with the clean approach,
with neat looking streets, with at
tractively decorated stores, with
well-kept homes is like the man who
dresses in good taste and whose ac-
tions indicate sincerity and we'll
being.
"The shabby-looking town is like
the shabby-looking individual"
To substantiate its attitude to-
ward civic betterment, according to
Mr.. Lankford, the J. c. Penney Co.
conducts a nationwide campaign of
instruction in window trimming for
the benefit of all stores. It insists
upon a standard and uniform degree
of cleanliness and orderliness in all
stores. It furnishes carefully PIE
pared advertising which is designed
to help the appearance of every
in which it is used. 1t
encourages participation in all local
activities by store managers
Milford chronicle., 1929-10-11
NEW STORE MANAGER
SEES PROSPERITY HERE
W. o. Landlord Thoroughly Experienced With
Store Business In This Section

the necessary training in merchan-
disc and in the company's methods of
store management.
"a manager is not only expected to
serve his community through the eff
ficient management of his store, but
also to represent the ]. c. Penney
Co. in the various civic activities fur
thering the development of the COM
munity. The success of the store he
manages is bound up with the pro-
gress of the community, toward
which the organization makes every
effort to contribute"
Mr.. Lankford is well qualified to
serve the needs of Milford and vicin-
ity and to introduce the ]. C. Pen
ney Co. to this community, not only
because of his fine record with the
company, but also because of his
previous acquaintance with this part
of the country and thorough expert
ence in dry goods here.
Mr.. Lankford was born at Princess
Anne, Md, and is a graduate of Wes-
tern Maryland College. With the ex-
ception of few months as assistant
principal of school and with a life
insurance company, he has been oc-
cupied in store work.
From my earliest recollections,'
said Mr. Lankford, "I helped in my
fathers general store after school
and on Saturdays"
After graduating from college in
1913, he worked in his fathers store
up to the time he served in the army
during the World War.
From 1919 to 1924, he was in bus
mess with his father at Princess
Anne, Nd, and from 1924 to 1925 at
Loneview, Wash, when they sold out
the business.
In 1925, Mr.. Lankford entered the
employ of the J. C. Penney Co. at
The Dalles, Ore, where he remained
until this August At that time he
returned east and was stationed at
the company's store in Frederick,
Nd, in order to be in close touch
with preparations for opening the
new store in Milford.
Mr. and Mrs. Lankford and family
have taken up their residence at 81
Washington street, South Milford.
Milford chronicle., 1929-10-11

zone of the investigators for the
]. C. Penney Co. recently completed
a cross country trip by motor car,
calling on scores of store towns and
seeing the picture of the towns in
the light of the average resident of
any city or town in the country" "
says w. o. Lankford, manager of the
local store of the organization.
"Out of his trip he suggested the
following question and answer which
have been sent to every manager of
the 1885 towns where there are
stores. The question is, What does
business owe its home town. The
answer is Cooperation with every
worthwhile activity in town
Quoting him, Mr.. Lankford says,
Cooperation means co-working
with every one in town in every way
that can make the town better. Many
towns throughout the country are
handicapped by bad approaches,
rough roads at the end of state high
ways. Business owes it to the town
and to itself to do all it can to have
these rough entrances improved.
MANY towns are losing far more
than the cost of the improvements
because travellers will not come into
town over bad approaches.
Some towns are still handicapped
by toll roads and bridges which pen
alize everyone driving into the town.
This condition is gradually being
eliminated but it's complete elimina-
ton should be assured by the insis-
tent demands of business men in the
towns affected.
"Obsolete speed laws often times
unwisely enforced by local magis-
trates put a blemish on the reputa-
ton of any town and it becomes the
business of every business man in
the town to see that motorists, mind
full of the rights of others, are not
penalized by misplaced zealots.
"Clean streets and sidewalks are
an asset to any town. 1t is a matter
of city politics to see that the streets
are kept clean, that defacing signs
are removed, that trees along the
road are kept in proper condition.
The street and sidewalk are the
aisles which lead to the centre of
the store. No wise store operator
would think of letting his aisle get
dirty and decrepit looking.
"Civic pride in store windows
should be developed. Some civic
clubs offer monthly prizes for the
best trimmed windows. Every mer-
chant in town can afford to enlist in
Milford chronicle., 1929-10-11
FALL FASHIONS
MORE FEMININE

w. o. Landlord, manager of the
local J. C. Penney Co. store, has
lust received advance information
on fall dress fashions from the COM
pany's New York stylist.
"a general idea of the outstand-
ing trends in fall styles will help
the careful shopper to plan her ward
robe for the coming season." said
Mr.. Landlord, $50 that when she is
ready to make her purchase she will
be prepared to select designs, mate
rials and colors which will give her
the greatest amount of satisfaction"
Predominating tendencies in dress
styles for fall now being prepared by
French and American designers are
the higher waistline, longer skirt,
smooth hips, low placed flare and
fiattering trimming details, the ]. c.
Milford chronicle., 1929-10-11
PENNEY SAYS ADVER-
TISING KEY TO
BUSINESS SUCCESS
Noted Chain Store Operator Makes
Statement At International Interview

Quoting an interview with ]. C..
Penney, given while he was on a re-
cent trip around the world, the
Bangkok Daily Mail of Bangkok,
Siam, says, THAT advertising is the
biggest aid to business today and
that young men starting in business
should strive for a career by begin
ming at the bottom and working up,
were the keynote comments made by
]. C. Penney, chairman of the board
of the ]. c. Penney. Co., operating
over 1900 retail stores in a state
ment made to this paper"
Without advertising, no business
can hope to succeed in the face of
present day competition and up-to-
date methods" Mr.. Penney declared
in the interview.
"The old axiom that truth in adj
Vertising pays" is just as potent to-
day as it ever was, in fact even
more so. The day when a business
could deviate from the straight truth
regarding its products or its organ
ization is gone. The public knows
too much about what is going on to
be deceived by anything less than
the plain truth.
If business man or an organi-
zation cannot be fair and truthful
regarding its wares or its methods
of manufacture and handling them,
then that business cannot hope to
succeed"
In speaking of young men just en-
ter1ng business, Mr.. Penney said,
Too many young men, after receiv-
ing their education, want to step in
to high positions, getting jobs at fig
ures which approach their idea of
their usefulness or that enable them
to start off in life fairly comfortably.
"That is desirable, but not at the
beginning of the game. Apprentice
ship is the most valuable asset there
is in any profession or in any walk
in life. Begin at the bottom and
work up; that is one of the most GER
tain roads to success. Jumping the
ladder has proved to be the longest
short cut" there is to the attainment
of ambitions"
Mr.. Penney started in as a clerk
at a salary which today would look
like wages for day. With him it
was wages for month. He opened
up his first store on $500 cash and
note for $500. Today the business of
the ]. c. Penney Co., is at the rate
of $200,000,000 a year.
In his contact with the wealth of
affairs which surround a man of his
business attainments, he maintains
the same attitude which he assumed
at the start.
1t is not uncommon for him to
drop in to any one of the vast chain
of ]. c. Penney Co. stores, step be-
hind counter and start working as
a clerk.
He says that this keeps him in
touch with the value of service, en-
ables him to see the store in the
eyes of the customer and freshens
his viewpoint on business affairs in
general.
Milford chronicle., 1929-10-11
q Chain Store Magnate Still
AdhereS To Earliest Job

]. C. Penney, founder of the
]. C. Penney Co., an done of
the leading merchants of the
country is equally well-known
as a stockman and as an agri-
culturist.
"The first money I ever
made, I made by raising hogs"
says Mr.. Penney. The extent
to which he has adhered to
his first instincts is shown in
the fact that he now owns one
of the greatest herds of pure
bred Guernsey cattle that has
even been exhibited at state
fairs and dairy shows.
Milford chronicle., 1929-10-11
&c. PENNEY WILL
SHOW FOREMOST
GUERNSEY HERD
AT FAD N G
SOUTHERN FAIRS
Will Include Famous Heifer Raised
Nv North Carolina All Club Boy

The showing of the famous J. c.
Penney herd of foremost Guernsey
cattle at large list of Southern and
Eastern fairs this year is assured by
plans which have just been complet-
ed by Jimmy" Dodge, International
ly known stock breeder and superin-
tendent of the Penney farm at Hope
well junction, New York.
The herd which will cover the
Southern circuit of state fairs. will
include Florentine's Eastern Lydia,
the 2-year-old heifer which Mr.. Pen
ney bought from ]. Audrey Grant, a
North Carolina All Club boy, at a
price of $1,000 few months ago.
Milford chronicle., 1929-10-11

Penney Co. stylist reports.
Velvet and satin predominant for
formal afternoon wear, with canton
crepe the general favorite, and tweed
most popular for sports wear. Black
is the leading fall color, with brown
and blue next.
Milford chronicle., 1929-10-11

Mr.. Penney, who is the founder of
the J. c. Penney Co., is actively in
terested in the South, operating a
100000 acre farm tract in northern
Florida and being chairman of the
board of Foremost Dairy Products,
Inc, with important dairy companies
in leading Southern cities.
Along with the Southern heifer
for which he paid record price for
a dairy COW bought from All Club
Milford chronicle., 1929-10-11

boy, the herd will include Resolute's
Eminent, one of the outstanding win
ners in the junior classes for the
past two years and now contender
for grand championship honors in
the male classes, and many other
we'll known winners of blue ribbons
and purple rosettes.
The Foremost herd won the dis
tinction of taking rs per cent Of all
awards in the Guernsey breed at the
Milford chronicle., 1929-10-11

National Dairy Show last year, an
honor never before achieved by any
one herd in any one breed.
1t is expected that Mr.. Penney
will accompany the herd and that he
will follow the practice which he es-
tablished two years ago, of speak
ing at farmer and dairymen meetings
at points where his cattle are being
shown.
The Washington times., 1929-11-13
Surely Costume JeWelry Was Never
Lovelier Than the Exquisitries
Shown in Finnin's

ERES tendency time establish
fashion world for costume ewery Not the ordinary
jeey with gaudy stones and equally gaudy mountngsno It
must be rich appearance this kind the mode
has planned lovely things this In stones Of
unusual briance to accentate the truly feminine charm
Ike costume ewey yg win enjoy the showing ct Fnnins 1904
In sets Of necklace bracelet ChrysOee
translucent mounted ~ Roman gold Chysote
classic dark dignity Of black and lends itself readily
brown costume to- Fashion emphasizes cobalt
costume Jewethe blue royalty blends itself
blue ock matter difficult the color enough
be with black. At pricingg surprising.
The Washington times., 1929-11-13
Showing the Smartest and Newest in Fur Coats.
Leaders of Fashion in the Fur World Cloth Coats Lux
uriousy Trimmed in Fur. Enjoy the Suppeness,
Beauty and Serviceabilty of these Creations
That Are Flatterng to the Silhouette

al h~ ~ @ dnmesra % %H
new n moHGw
% Mpaan@
The Washington times., 1929-11-13

Personal Greeting Designing Capital Letter
EmbelIshed In Color. Also the Dignified Black
and White Engraving
INDIVIDUALITY Of design, handengrayng Of faults perfection
exquisite greeting
acclaimed original distinctive WASHINGTON Whether
Old English STYLE the greeting with the capital
letter Of name embised 10 color or the intensely gay modern
demand Brewoods have in their displays exclusive designs not
found by restricted sales Youn like the greet
card with the capital letter the ebeshed color
Unusual and designs choose from Black and white
exquisite perfection are created by the artistic minds In Bre
woods Monogamred playing cards-narrow
ngs. Location GIL Twelfth st. N w.
The Washington times., 1929-11-13

tRE chooses
- the pattern which to the
which to be used practically the whole Of lifetime
importance to drn that will combine pet
pattern in silver this wstner or not has yet purchased tt
considered
pleasing
Mandarin patterna haunngy beautiful creation ivory white
and gold deicatey ornamened with raised
spirit Of the Celestial Kingdom open pattern Another
the Lady Hamilton stock pattern with interesting old
rope edge Of green and gold The wedgwood ventno cups
decorated inside
Connecticut Avenue at L Street --4
The Washington times., 1929-11-13

A few important details to con-
slider are narrow fabric belts to
match the gown placed at the nor.
NAL waiStline, jeweled pins used
10 match both dress and hat,
black suede gloves used with
ever-increasing popularity with
black dresses, and the new lin
gerie note in collars and cuffs.
Evening gowns are long, with
trailing side panels or trains,
The Washington times., 1929-11-13

V-Shape and crew shape neck
lines are preferred on the sport
blouSeS and sweaters.
Velvet is popular for afternoon
gowns.
Shirring Is O most important
form employed to provide for o
nodded waistline or swathed hip.
For the dinner dance net
meshes, chiffon and lace are really
very smart.
The higher waistline is achieved
on the new winter blouses by di-
agonal seamings and tuckS.