Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-06-16
BIG SALES GA|NSA1
CREDITED TO ADS
Values Aid Stores in Starting
Buying During Concen-
trated Business Drive.

That business can be revived speed
fly If values are given prospective pur-
chasers and that newspaper advertising
ing trade news to the people are decla-
ratiofls Of Charles B. Dulcan, vice pres
ident and general merchandise manager
of The Hecht Co. Of Washington. In
q statement Just issued, he declared:
Newspaper advertising has again
proved that it is the most powerful and
effective advertising medium. The re-
suits are direct and instantaneous. In
newspaper advertising campaign,
started Monday, June 8, this was shown
In an unu1istakable, tangible fashion.
For the past week thousands Of
stores throughout America have con-
Quoted drives for increased business be-
cause they seemed. in some mysterious
way, to have reached the conclusion
that prices were at low ebb. whereas
savings accounts indicated that there
was money TO spend for goods that had
dropped way below normal.
1T Is quite true that Washington, as
whole, has not been badly hit by the
national depression. washington mer-
chants, as whole, are doing well
Their business, based on Federal Re-
serve reports. shows a very small per-,
centage below that Of q year ago. We
have been fortunate in that we have
made an increase on the year of II per
cent.
I'VE decided, however. that we, too.
in Washington, would join this great
movement to help bring back the pros
perity this country has known. Realiz-
ing that the American people have
learned to live as no nation on earth.
enjoying 1uxurieS, comforts and benefits
such as we did during our prosperous
times, even though the depression might
cause some temporary recession in their
mode Of living, they were not, as
whole going backward, I'VE felt If it
were made clear to them that 1t was
necessary for them to spend their money
in order to continue living on this high
plane. prosperity would be just around
the corner.
$50 we went into this intensive CAM
paign. Raw materials and finished
products were so cheap that a concen-
trated drive to tell people about it, and
place in their hands the things they
needed at lower prices than they had
been able to buy them in a decade.
would start the wheels Of industry in
motion. Frozen and paralyzed dollars,
lying in banks earning little interest,
we're not doing any one much good,
but these same dollars rolling into
stores, and then factories and mills,
| would create employment, bring pros
perity. to railroads and give work TO
thousands, nay. millions, of people en-
/ titled to that great privilege.
I'VE have sold more goods every
single day this past week than in our
best previous year. Specifically, since last
Monday We have increased our business
! 80 per cent in dollars and cents; we
! have sold A. per cent more items in this
week than in the corresponding week,
1880. We have given employment to
10 per cent more people. We showed
| a tenfold increase in our long distance
wires and buyers trips to New York.
We placed more orders; shipments ar
irving at the store were increased 20
per cent.
I'VE have done our mite to start this
country back to prosperity as thousands
of other stores throughout the country
are doing just at this moment, and
from reports we are receiving, they, too,
are selling much greater quantities Of
merchandise than they did . yUar ago
at this time.
THE success Of the first weeks drive
has proved that American men and
| women realize the prices quoted war
rant free buying Of merchandise Of
every type. The purchases have net
been confined to staples and everyday
necessities, or inexpensive goods, but
the public has been eager, to purchase,
at the lowered prices luxuries which
undoubtedly they have been desiring for
some time, but delayed getting until
these unusual opportunities were pre-
sented to effect savings.
I'VE have stopped going down.
Economists say we are walking on the
valley of destruction. Once momentum
has started, the climb upward should
be rapid and substantial.
Lets get the merchandise In the
hands of the people. Let them enjoy it..
This must have its effect in the raw
| and manufacturing centers. If the
movement Is kept up it will be a power
| full agitator and we will accomplish the
| Job we set out to do-put America to
work and start the circulation of mer-
chandise and dollars where they can do
| the most good"