The guardian. [volume] (Boston, Mass.) 1901-1960, 1942-04-25
Woman s Department
All Liggett Stores
Conducting Big One.
Cent Sales Next Week


United States, including more
than 400 Liggett .(RexalD Drug
Stores, will celebrate their
Semi-annual one-cent sale as
usual this spring. At all SO
Liggett Drug Stores in Great.
er Boston and others through
out New England the sale will
open on Wednesday morning,
April 20, and continue four
days, through Saturday, May 2.
The Liggett Drug Stores in
Dorchester will cooperate in
the sale, Offering the same at
tractive buys that will be fea-
tured in all the other stores.
A talent-packed series Of
quarter hour programs, spon-
Sored by the local ReXall Drug
Stores in connection with the
sale will be heard over radio
stations WNAC, WBZ and
WBZA. Meredith Wilson, ace
conductor and composer CT
Hit Parade" tunes will direct
the programs, highlighting
them with selections by John
Cont. Keen-witted Ken Muir
ray, ably assisted by Judy
Canova, will have charge of
the comedy department. Har-
low Wilcox, Super-smooth
"mike"-master who has long
been identified with network
airings from Hollywood, in
Guiding the Fibber MCGEE and
Molly programs, will be master
of ceremonies.
Difficult as it is in these
times to engineer a merchan-
dising event Of this tremend-
Gus magnitude" said a Liggett
official yesterday, 1--WE feel,
both on the grounds of senti-
ment and duty, that we must
keep up the custom of cele-
brating the great 'Two-For-
The Price Of One Plus =
One-Cent-Sale' originated by
our founder, Louis K. Liggett
(recently retired president OF
The United Drug Company
way back in 1914.
"The battle cry on the Am
erican Home Front is SAVE!
Every saving brings victory
nearer. So this year, more than
ever before, the great ReXa1
One Cent Sale has a very spec
ial significance, 1t gives peo-
pie an opportunity to buy two
identical Rexall items at q cost
Of only penny more than the
regular everyday price Of one.
And that's saving in a big
way!"
The One Cent Sale project,
begun in 1914 and held semi
annually ever since, was a
revolutionary step in the retail
drug field when first conceived
and launched by Mr., Liggett,
founder of the great American
Rexall Drug Cooperative,
known as The United Drug
Company.
From these two centers, hun
dreds of carloads Of famous
Rexall products (every one
tested and approved by the
Rexall Department of Research
and ControD have been
shipped to more than 10000
Rexall Drug Stores from the
Atlantic to the Pacific coasts
to supply the tremendous de-
mand for merchandise that is
created by the Rexall Original
One Cent Sale-the only drug
sale that is nationwide and
conducted in every section Of
the country.
This fabulous organization
that has grown from a tiny IA
employee-cooperative in 1908
into one of the worlds largest,
most reputable and most en-
terprising drug manufacturing
concerns, has acres and acres
of laboratories, manufacturing
plants, and warehouses in Bos-
ton and st. Louis.
This year, due to the fact
that even people in the high
income brackets, are taking
advantage Of every opportunity
to save, and also due to the
fact that the Liggett Drug
Stores are spending their en-
tire One Cent Sale advertising
appropriation on newspaper
advertising exclusively, and
doubling their usual number
of One Cent Sale crowds will
break the boom year records.
Liggett Store managers, urge
early shopping for best seiee-
lions. while we have our US
ual complete lineup Of hun
dreds OF items" local mana
gers stated, speaking of the
One Cent Sale that will be
held at the local Liggett Drug
Stores next week from Wednes-
day through Saturday, there
are some products on which j
was impossible for us to get as
large a supply as in past years
So, in the words of Genera
Nathan Forrest, The way tt
win is to get there f1rstes will
the mostes!' Early shopper
will not be disappointed ant
there is no 'so-many-or1ly to
customer limit on any item
No sales to dealers, Of course.
THEW alSo en1DhaSiZed the fac