davidaulloa/AmericanStories huggingface dataset:
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11
Remncnts-FhdOy Only
NeedIework Models

6 Linen Guest Towels. Comparable
yolue ZOO eoeh, eoeh 100
Cotton Corduroy Crib Cover. White
with contrasting embroidery. Com
porobIe volue 1000, 500
2 Cotton Aprons. Comparable voIue
400 eoeh, eoeh 400
Linen sampler ioxis". Cross
Niteh design. Comparable voIue 6 90,
800
cSswsI Embvoldersd Cotton Well
Hsnsins. Comparable voIus 500.
I cross-stI,eh Cotton Quilt. Double
size. Comporobls volus 10000,
cEewsl Embroidered Linen Head
bog. Comparable volue 20.0 1000
] Linen Tee Cloth, 3ox39". White
with blue enoss-stiteh embroidery.
Comparable volue 100, 500
6 Sets Of Cotton Blbs. Assorted de-
signs. Comparable volue 600 set.
set 800
z Sets Of Cotton Bibs. Varied de-
signs. Comparable volue 400 set,
set, 400
WGL-Art Needlework, 5th Floor
Washington Store
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11
Remnonts-Fidoy Only
Toys At Sovinss

comparable volus Nov
. Ink BY Number
Sets. Use ball point
pen insteod OF point. 2.es las
20 Ink BY Number
Sets. Ioroer size. 4.9s AS
II woIvsrIns Re-
frissTston for your
little homemoksr." 5.os I.ss
6 weIverins Auto
motto Washer and
Dryers. 3.9s I.ss
Gilbert ReeIns Set
for young speed fans. 1888 s.ss
WGL-The Toy Store, 9th Floor,
Washington Store
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11
Remncnts-Fridoy Only
Fomous Maker
Lightweight Luggage

comparable volus Nov
4 Mems VsI-A-
Peks, ton SFonitex. 27.50 i3.75
6 Wemsn's voI-A-
Peks, ton Gronitex. 5000 l4.oS
Q Mems veI-A-
Poks, blue vinyl. 27.5o is.T5
, womsns vsI-A-
Poks, blue vInyI. 5000 i4.sS
lS-2e" crosshopper
coses, ton Gronites. $500 1850
8 TFeln csses, ton
0ronitex. 1900 7.95
4-I6" Hst Sexes,
ton Gronitex. 1000 4.9S
4 Train cesss, blue
molded-style. 1926 s.eS
, Trsln cssss, white
molded-style. 1895 e.s5
Plsoss odd 1922 Federol tox
wGL-Luoooos. 7th Floor.
Washington Store
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11
Dolls and Toys

comparable volue Now
4 Porter BioeFoft
Sets, stimulating and
educational. l4.95 e.sS
n Dsbbis Dolls with
own corryino cose. 6.9e ass
9 Mary Bell Get
Well Dolls, intriguing
ploynote for little
would-be nurses. e.o5 S.ss
WGL-The Toy Store, 9th Floor
Washington Store
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11
Remncnts-FridOy Only
Sove on Dresses
comparable vGIRs A m
U95 TO 1875 49,

z45 pieces In this select group Of
woods, eottons, silks and blends, eli
lobelsd for fobFie content. Styles
for juniors, misses. deml-sizss.
WGl-Foshion 5th Dress Shop,
5th Floor, Washington Store
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11
Imported Germon
Stemwore
8<6e
com parable valGe I.39

comparable vGlHe I.39
Stemwers designed with smeFoId
green bowls and eFystoI stems. AS
sheEbsts, lSS footed Ice tees, 50
eleEets. ll9 cocktails, l3S eordieIS,
l4s feefed juices.
cIeorones % Vases
IS West virsinls vases. comporo-
bic voIue Zee, now z6e
WGL-GIosswore, 5th Floor,
Washington Store
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11
Juniors Dresses,
Ensembles and
Cocktail Dresses
600, 1900
74'oo, $500
comparable vIaMes
1925 to 10000

as Pieces in q group including
sleeveless and Iono-sleeved sheath
dresses, jacket dresses and jumpers,
some eoot and dress ensembles.
Lightweight woods, cotton knits ond
silks. Assorted eolors. Sis.
IS coektoiI Dresses, bright and
pastel colors. 5-l3. Comparable
VoIues 1875 to more than double,
800 to 100
WGL-Juniors' Dresses, 4th Floor,
Washington Store
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11
Save More Thon VI
on Girls Dresses
comparable vaIGe
7.99 to 1925

IS pretty dresses In vsFieus eoIors,
styles and fobries, ell iobeIed for
fobFie content. Sizes TIA In group.
WGL-GirIs' Apparel, 4th Floor,
Washington Store
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11
Savings on Floor Sample TeIevisions,
Stereos and Tope Recorders

No down payment convenient monthly payments any Of
these items costing $500 Original manufacturer and
Woodward LothrOP worronty policies still in effect Delivery
included in normal delivery oreos.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11

W5t-Ths Mems Store. End Floor Washington Store
Double Initial Hondkerchiefs
comparable valne, I65 .lS
654I Hondkerehies fine Swiss cotton with hand
edges Embroidered white white, double inios In more
than 400 letter combinations.
WGl-Ihe Mems Store Washington, Chevy Chose
Wheoon PIozo. Corners and Aexonddo
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11

comparable value, 1926, 00.S8
$500 and $500 40 .
so Coots this selection that includes both oil wool and wool
blend models smo choice Of potterns and eoIors in 3bu
ton styling Be you early the best choice All
lobeIed for fobre content.
W5L-The Mems Store End Floor Washington Store
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11
Large Housewares

Large Housewares
comparable volue Now
10 Stock CheiFs, more than
escorted colors. double 2.se
II Stock Stools, more than TOR
assorted colors. double 6.6z
I Deeeon's Bench. 1925 1896
10 Spseeniek more than
StoFess cabinets. double 5.zz
Com b inatioR
PhonogFoph TN.
Record Stand. 1888 800
, Smoker Srands. 800 2.22
3 Sofas with foam
padding and pIostie
covering. Ton/white
color combination. 1926 $500
s PIostie = Covered
cheirs in ton, white,
blue and oVoeodo
eolon. 5o.95 $500
z Desks, spice mopIs
finish. 1875 1895
10 Round Serving
carts. 799 500
5 Dsnish ModsTM
Style Sofas, block
and turquoise colon. $500 1880
5 Danish Modern 34.95 l6.2I
Style Chairs, block 2for 2for
ond white eolor. $500 $3.50
4 Denish Modern
Style Rocking 34e5 1871
cheirs, block and 2for 2for
white eolors. $500 $3.50
2 Bookcases, walnut
finish. 1885 1856
WGL-loroe Housewares,
End Floor, Washington Store,
North Building
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11
SwirIs Reduced
400 and 500

comparable value
599 to 500
36z famous wFop n tie foshioNs In
choice eoloEs and pGtterns. All cot
ron. Sizes for petites, misses and
demi-Sixes.
WGL-Foshion 5th Daytime Dresses,
5th Floor, Washington Store
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11

Remnonts-FidOy Only
Boyc' Stocks
and Poiomos
30 PsIn Dress sIssks In various
styles, eolon. Labeled for fobre
content. Sizes 27-s2. Comparable
voIus 100 and more. ass
100 psiu Cotton Knit PoIomos.
Fine group Of elsor eolon ond
stripes. Sizes 1870. Comparable
voIus 2.9e. sSs
WGL-Ths Boys Store, 9TH Floor,
Washington Store
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11
RemnOnts--Fridoy Only
Juniors Sportsweor
200 and 1000

comparable values
590 10 20.95
i4o Pieces. including skirts, Bss-
nude shorts, pants end 3-plses
knit suits. Asserted eelon. tbs.
WGL-Junlors' sponweor,
9TH Floor
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11

Remnonts-FidOy Only
Mems Fomous Maker
Orion Sweaters
comparable vGiEs = an
1900 and 1850 j.
10 Sweaters left In this group shss
includes both pulI-ovsr and esrdissa
styles. An 81 popuIeS ioos orIoa
ssrIie fiber ,hss rssslns I,s shsps,
Is highly rssIsions 10 plIlins end
fuEsins. s. N. 1 Sizes
w5L-Ths Mems Store. Ind Floor,
Washington Store
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11

contemporary design In worm, rich Monaco finish. WoInut
oveFos oTFonsed In mosaic pattern drawers and door
fronts and texured brass hordwore add decorative character
to It's bose simplicity Of design.
(portioI istins)
SBedoom Groups, includes double dresser mirror chest
panel bed double sinoIe) Comparable value 329oo
now, z47.oo
5BedroOm Groups includes triple dresser chest chest
spindle bed double singled. Comparable value 800 co.
now, $4,000
zDnins Room Groups includes tobe china cobine 4-cone
book side cho 2eone back ehoirs Comparable value
47o5o, now 34o 90
zDnins Room Groups, includes drop Leaf obe and side
chors. Comparable voue 1880, now 1900
6Dnins Room Groups, includes harvest tobe 2cone beck
side ehoirs, 2eone book cho Comparable value 1880
now, 1890
W5L-Funture. 9th Floor. Washington Store
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11
Mems CosuoI Shoes

comparable values
much more than double
332 Poirs in this group. Some with
full-leotheT uppers, some with wosh-
oble sueded nyIon uppers and eush-
iony crepe soles in slote, Ioden,
whippet, red eoIors. All reduced
from our regular stocks. Mostly
moreover and wider sizes.
WGl-The Mems Store, End Floor,
Washington Store.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11

10 Hats In this selection reduced
from our FesuIoE stocks. Ideal for
golf or eosuol wear throughout the
warm season. Most sizes, but not
every style in oil sizes.
WGL-The Mems Store, End Floor,
Washington Store.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-04-11

Is Pairs Of oII-eotton sIoeks in this
selection. Styled in the continental
monneT with q plain front and trim
topered legs. All in eIeoF eoIoFs.
AVoilobles shown according TO woist
size. ~ az, 80 tsl, 81 ~, 81
ts), 80 81, "a "a.
WGL-The Mems Store, End Floor,
Washington Store
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18
GALLAGHER, Red
From Britain Gets
Visa From u. S.
BY the Associated Press

Reversing itself for the Sec
ond time, the State Department
has announced 1t is granting
q visa to William GALLAGHER,
British Communist leader.
Communists normally are
not admitted to the United
States. Mr.. GALLAGHER, 81, is
being allowed in ION compass
sionate grounds because of the
serious illness of his elderly
sister," Agnes Wilson of Chi
cago, the department said yes
terday.
The action was announced
after some public criticism at
home and abroad Of the de-
partment's previous canceila-
ton OF a visa for Mr.. GALLAGHER.
Fifty British Parliament mem
bers sent a letter to the de-
partment seeking a visa for
him.
A department spokesman
said the first visa had been
issued Through administrative
error" but the Secretary of
state is now satisfied that
there is no security risk in
Volved in Mr.. Gallacher's pro-
posed visit and a visa has been
granted.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18
Psychiotrist Testifies
He Treated Beckwith

JACKSON, Miss. July 10
(AP. "A psychiatrist testified
today he had treated Byron de
La Beckwith, charged with
numbering Medgar w. Evars, q
Negro civil rights leader, from
ambush.
DR.. Roland Toms, a Univer-
sity Of Mississippi Medical
School psychiatrist, said Beck
with was referred to him by q
physician last year.
Il arrived at a diagnostic
conclusion" DR.. Toms said.
Defense attorney Hardy Lott
of Greenwood objected to dis
closure of the psychiatrist's
diagnosis. He was upheld by
Judge Leon Hendrick.
Testimony was at q Circuit
Court hearing on a State mo-
ton to commit Beckwith to
whitfield State Hospital for a
mental examination.
Earlier, Beckwith's former
guardian, Yerger Morehead, a
Greenwood lawyer, told the
court he couldn't believe the
42-year-old fertilizer salesman
was mentally capable of being
guilty Of a crime of violence. !"
II am not making that state
ment without a great deal of
background Mr.. Morehead said.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18
CHS President
Opposes Laws
On TV Editorials
BY the Associated Press

The president of the Colum-
bia BroadcaSting System told
Congress today legislation deal
ing with radio and televiSion
editorials would arouse "the
gravest miSgivings" in the
broadcasting industry.
DR.. Frank Stanton told a
House Commerce Subcommit-
tee "CBS believes that this is
a field in which legislation is
inappropriate"
He said the rules of fairness
and editorial balance enacted
by the Federal Communica-
tons Commission when it
authorized broadcast editorials
in 1949 are ''in our view,
adequate to meet problems
arising from any editorial,
political or otherwise.
DR.. Stanton said the ques-
ton of editorial Responsibility
lis a matter of sensitive shad-
ings and intricacies." He said
the subcommittee fact-find-
ing hearings can be helpful to
broadcasters.
But I cannot believe, partic-
ularly in the absence of great
and general abuses, that the
Congress could without
arousing the gravest misgiv-
ings-desire to go further" Mr..
Stanton said.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18

Asked II Beckwith's mental
condition had changed after
service with the Marines In
World War II, Mr.. Morehead
replied:
I'm my opinion it was
change but I will say he
is able to consult with his at
torney's and to prepare de-
fense."
Beckwith was arrested by
FBI agents at Greenwood. They
had traced to him the owner
ship Of a Japanese made tele-
Scopic sight on the 30-06 rifle
used to kill Mr.. Evers.
Hugh Warren, cotton
farmer near Greenwood, testi-
fled that Beckwith told him,
before Mr.. Evers was slain, that
he carried a pistol to Sunday
School and church in case any
Negroes tried to attend the
services.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18

and Philadelphia and was on
its way to a landing at Wind
sor Locks with 48 passengers
and a crew Of four when the
rear service door became I'M
latched.
The resulting decomposition
blew the stewardess through
the open door.
The CAB report disclosed
that:
/. Since Allegheny put this
type of twin-engine Convair
340-440 into service early in
1860 it had recorded "Seven in
advertent in-flight rear service
door openings"
2. Three of these incidents
including that which cost Miss
De Moriere her life, occurred
on one particular airplane.
3. AS early as 1854, the man.
ufacturer recognized the def
ciencies in the rear service door
and issued the first of several
bulletins recommending modi-
fications.
4. These service bulletins
were available to Allegheny, but
most of the notifications were
not incorporated in the air.
plane involved in the fatal ac-
cident.
5. The CAB on March is,
1855, recommended to the ad-
ministrator of the Civil Aero
nauticS Administration that the
airlines be ordered to make the
changes noted in the bulletins.
6. The CAA instead merely
issued an alert bulletin calling
attention to the difficulties eX-
perienced with the door and
encouraging compliance with
the bulletins.
The CAB said that factors
contributing to the accident
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18
Youths Use Knife
In Hotel Robbery

Two youths threatened the
clerk of the Everett Hotel with
a knife this morning and es.
capped with SALAD from the
hotel at 1880 H street NV.
The clerk, Henry w. Ro-
bards, 80, told police the two
youths came in for a room but
he had none. He said he
phoned to fird them a room
elsewhere and then was
grabbed by the neck and
threatened with a knife at his
throat.
The youths, one Of them de-
scribed as only 5 feet tall, took
the money from the clerks
cash drawer and fled at about
LAS am. Police broadcast a
lookout for two Negro males,
both 10; one about 5 feet 9,
wearing a straw hat and dark
sport shirt and the other, 5
feet, wearing gray trousers and
having a wide nose.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18
Mystery Spy Suspects
To Go to New York

Robert and Joy Ann Baltch
the mystery Washington hus-
band and wife team accused
of spying for the Soviet Union
today were ordered removed
to New York, where they have
been indicted on charges of
espionage.
The pair, whose real identity
is unknown, appeared calm and
silent at the hearing this
morning before United States
Commissioner Sam Werlich.
Mr.. Werlich held the Baltches
without bail.
The FBI arrested the Baltches
last July 2 in their apartment
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18
Greek Leader Asks
Elections in October

ATHENS, Greece, July 10
AP)-Caretaker Premier Pam
ayotis Pipinelis asked the Greek
parliament last night to ap-
prove national elections for
October.
Mr.. Pipinelis, who took over
on an interim basis after the
resignation of Constantine Car
amanlis as premier June II.
proposed either October 20 or
October q as dates for the
election.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18
New Funds Bill
Passed by House

The House has passed and
sent to the Senate a COM
promise $952.456,50O appropria-
ton bill for the Interior
Department.
The bills total is $45,552, SOC
less than the President re-
quested, $50 million more than
the House originally voted and
$27 less than the Senate had
voted.
1t includes appropriations for
a National Air Museum across
the Mall from the National
Gallery Of Art and planning
money for a proposed $40 mil
lion aquarium.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18

at 1889 Twenty-seventh street
NV. where they had been
living under the assumed iden-
titles of two living American
citizens, one a Catholic priest
in Amsterdam, N. Y, and the
other a housewife in Norwalk,
Conn.
Last Friday, a Federal grand
jury in the eastern district of
New York (Brooklyn) indicted
the Baltches and another
couple, Mr.. and Mrs. Ivon
Egorov, of Queens, N. Y, on
spying charges.
The only issue which was
litigated at the hearing this
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18
Voticon Gives Bonus

VATICAN CITY, July 18
(AP).-The Vatican City,
states 1000 lay employees re-
ceived an extra months pay
this month as a bonus from
Pope Paul VI. Vatican sources
said Pope Paul also was re-
ported considering a general
wage increase to Vatican en-
ployes to meet rising costs of
living.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18

were Allegheny's inadequate
emergency presentation in
structions" and continuation OF
preSsurized flight after discov-
cry of a presentation leak.
The CAB said that after de-
parture from Philadelphia, the
crew found that air was escap-
ing from under the rear service
door. Pillow cases were placed
there to reduce the whistling
noise of the air, but no further
action was taken until the door
blew out on the descent near
Windsor Locks, the CAB said.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18

Air France trip Economy Fare the fare trip
Washington connecting New York. So economcan Air
oCC Swift from eNd Food with the superb flavor cooking
the gracious charm of French hospitality So much enjoy
You can Jet onward from Paris other cities stay
Paris and have the absolute time fe Travelling a It's only $5860
ound Economy Fare And with Air Frances owee ae Credit Pan $50
down and the balance over "a months Call Agent Or call Air France 77
SOp or per-. nU@ro "kaaauwH
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18

morning by Frederick j. Smith
son, assistant United States
attorney and Edward L. Gem,
the Baltches' attorney, was
whether the Baltches, despite
their fictitious names, were
the persons named as spies in
the New York indictment.
Carl Bucholtz, a special FBI
agent, testified that the couple
were those named in the indict-
ment.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18

There's no tan like Coppertone suntan!
With Coppertone's "sun-balanced"
formula you get the fastest suntan
possible with maximum protection.
And Coppertone helps prevent dry
ness, peeling; keeps skin soft.
So, enjoy the sun. And get the best
looking tan-rich, smooth, long last
ing. Get Coppertone. 1t outsells all
Others by far! Product Of Plough, Inc.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18
Widows Are Cheaper

N1AMEY. Niger Republic,
July 10 (AP).-New laws gov
erning marriage in the Tahoua
region of this mid-African re-
public require men to pay fam
lilies $50 for a maiden bride or
$28 for a woman previously
married. Outlawed: Abusive
gifts to new mothers law.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-07-18
Planes Door Blamed
In Stewordess' Death
BY the Associated Press

flight ewardess fell to her death from airlner over
Connecticut last october because insecure door, the Civil
Aeronautcs Board said today.
FRANCHISE de Morere, an Allegheny Arnes sewardess,
in the accident Windsor Locks Conn., october 49,
The arner had flown from washington to Providence
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-03-05
THE PROOF OF THE PUDDING

Reception of the new Scott policy has been
gratifying. Sales have shown most encourage
ing results. We hope this proves unmistakably
that Scott products don't need free balloons
or other stimuli. Without premiums, promo
tons, or cents-of gimmicks, Scott products
are successes in the stores, and our customers
approve wholeheartedly.
Inevitably we tend to feel fine, warm sense
of security. This success means that the
American Housewife, goddess of the market.
buys our products for quality and value, not
for premiums.
To some other manufacturers our policy may
have seemed idealistic, or unavoidable. We
want to reassure them that this merchandising
attitude actually brings specific, positive bene-
fits far beyond those we originally anticipated.
BY her own response, in the form of increased
Scott sales, we believe the American House
wife appreciates the fact that Scott gives her
6rst-rate quality and first-rate value-with
no cents off the label. She can be confident
always that, for the top-quality products of
Scott Paper Company, those little numbers
on the shelf strip represent real VALUE.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-03-05
THE SCOTT PLEDGE

We, announced positive policy. It began
with pledge.
The pledge is that we at Scott will maintain
the. highest possible quality in our products
and offer them at the lowest possible price.
We will forego all cents-off label promotions,
consumer contests, coupons, and premiums un-
related to the use or dispensing of our products.
There will be one simple and clear-cut excep-
ton to the 'no-dealing" promise-the intro
duction of new product or significantly
improved product At such times it becomes
necessary to induce as many consumers as
possible to sample the new product immedi-
ately. To accomplish this quickly. temporary
sales inducements are often required. And we
shall use them. But once a new product is
established in the marketplace such sales
stimulants will end
Prizes and premiums do not create loyal Gus
toners. Scott Paper Company knows there is
no substitute for quality.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1963-03-05
THE WIZARDS OF OFF

At first the whole epic struggle seems no con-
test. On one side we have this frail creature.
On the other side we have her surrounded by
some 10000 square feet of branded canned
goods, branded dry groceries, non-foods, dairy
products and hosts of other items. In the
background are the unseen masses of manu-
facturers trying to bewitch and bedazzle her
into buying.
But when Our Girl starts down the aisle, her
defenses are massive. Jungle trained, her
bargain hunters senses razor-sharp for the
sound of a dropping price, Our Girl is the easy
winner almost every time. She is accustomed
to the merchandising circus.
The losers are those Wizards of Off-those
manufacturers who seek heT trade by decorat-
ing their packages with overprinted banners
and stickers proclaiming six cents off, or one
extra for penny more-by in-pack premiums,
or send-in-for premiums, or coupon inside
good for ten cents toward your next purchase
or by dozens Of other devices. They may
get one-time trial purchase; they don't get
her loyalty for any brand.
What happens is that those little numbers on
the edge Of the shelf often do not reflect the
real price or the true value of the product
on display. Lost somewhere is that old simple
equation: Value Quality + Price. And the
store, be it giant supermarket or a small
neighborhood store, can do little about it.