POWELL'S PRACTICAL ADVERTISER A Practical Work for Advertising Writers and Business Men, with Instruction on Planning, Preparing, Placing and Managing Modern Publicity By GEORGE H. POWELL WITH CYCLOPEDIA OF OVER ONE THOUSAND USEFUL ADVERTISEMENTS 1908 GEORGE H. POWELL NEW YORK Copyright, 1905 By GEORGE H. POWELL Entered at Stalionerii Hall, LoniJoD THE GENESEE PRESS r THE POST EXPREi-S | ,tB» PRINTING COMPANY' * "I ROtHt-STUR NEW YORK J By Way of Introduction. URING my professional career as an advertising expert, covering more than fifteen years, including nearly five as an instructor through the Powell Correspondence System, I have had the widest opportunity for noting some of the most marvelous advertising ' successes, together with the more numerous heartrending failures, and this book will give its readers the benefit so far as a book can. It has been estimated that over sixty, some say seventy, per cent, of all advertising is practically so much money wasted, simply because of the dense ignorance of the vast majority of business men, when it comes to profitable publicity. In any event, however, there is not a shadow of doubt that millions of dollars are yearly dissipated in advertising with no more practical return than would result from dumping these vast sums of good American money into a giant bon-fire. Many of the most successful advertisers — men who have accumulated vast fortunes by doing the right thing most of the time — emphatically declare that advertising is a gamble, even under the most favorable conditions. They do not mean, of course, that it is doubtful as to the real efficacy of the right sort of advertising, but that practically every advertiser is apt to commit a serious blunder now and then, and that it is tar from being an exact science. Without argument at this time, I will only say that the errors in judgment into which a thoroughly experienced advertiser will plunge will be those which no human expertness can avoid, since they must result from contact with unseen and unavoidable stumbling blocks. These obstructions to continual success are to be located in the mysteries of periodical circu- lation, which may deceive any man, in National or local events which for the time being kill reading interest, and in the fickleness of human nature. As for certainty, I do know that with ability to prepare good advertising copy, plus sufficient business judgment, failures will be few and far between — and no more frequent than in any other business walk. Of course, the shore of the stream is strewn with wrecks from every line of endeavor, and mortal man will never be wholly immune from error and self-deception. The biggest winners may make failures, based on a more glaring disregard of fact and reason than any financially weak advertiser would be guilty of — but greater successes hide all discredit, while the one slight mis-step of a weak beginner may end in blasted hopes and public contempt. How important, therefore, that a practical advertising knowledge be obtained by those who aspire to greater business achievement and wealth — by those who are now circumscribed simply because they are ignorant as to the forward and backward movements of the advertising lever that opens and shuts financial valves at just the right time and puts the pressure where it belongs, and without an appreciable loss of power. To pry into the workings, therefore, has been my task. In the preparation of this work I have not once lost sight of the practical side, and in con- sequence I feel sure that there isn't a dry page from cover to cover. I have taken up the advertising problem along lines wholly different from those employed by others, and with what success, I leave to others to say. My only regret is that I could not, try as I would, reduce the size of the book, both in the dimension of the pages and their number, but that finely adjusted balance between too much and too little seemed to halt at the last folio of this work, and I feel sure every business man and advertising student will agree that Powell's Practical Advertiser is altogether the greatest guide and elbow book imaginable. March i, 1905. What Advertising Has Accomplished One cannot investigate the marvelous growth of advertising without arriving at one conclus- ion, namely — that it pays thousands of advertisers. No other reasoning is possible, since they would not continue to spend the enormous sums of money entailed, unless there was a resulting profit. , u-ij A firm of active young men started a retail drug store in the basement of a New York build- ing, and in a few months had an established trade that was the envy of many an older concern. The show window was always full of attractions ; fresh window cards compelled the attention of the regular passer-by, who soon learned that he or she could profit by the brief injunctions. 1 he firms ad's were always brief, but chatty, and worth the minute or two spent m their perusal. These bright fellows simply kept interest hot and they are to-day, about six years after establish- ing, more than well off. . . A young bank clerk in Rochester, N. Y., invented a new scheme in the shape of a practical amateur camera, and from small beginnings he has built up a mighty industry. Every time you see an ad. for the Kodak, upon which fortunes have been expended for publicity, just remember that George Eastman would never have been worth his millions without the constant expenditure of thousands of dollars for telling picture lovers about the superiority of the little machine which really was responsible for the revolution in camera construction. Naturally advertising without intelligent business co-operation must be dissipated and wasted; but the man who will bank entirely on a given quantity of newspaper, magazine or other form of publicity, and without either skill in the preparation of copy or nervous energy enough to find out something about the drift of events and competition, and who makes no effort to guide his period- ical space somewhat in accordance with results, deserves no sympathy. Advertising has built in a few months a host of paying mail order businesses, and it behooves the new comer to find out the principles that make success possible. Advertising has turned a 20 per cent, profit on medicines and specialties inside of sixty days, and it has likewise created established businesses for wide-awake, hustling store keepers all over the country, instead of compelling them to wait years. Business sense plus knowing WHAi to advertise have naturally had something to do with it. The manufacturers of a trade-marked shoe for women, at the urgent suggestion of their wide- awake salesmen, who found such chilly receptions among dealers, began advertising in the Ladies Home Journal of September, 1903, using a four-inch copy for four months. A good catalogue was also mailed to a very large list of dealers throughout the country. The second cover of the catalogue had the four-inch ad. reproduced, with the timely admonition that it would be read m a million homes. To-day these manufacturers are considering plans for a larger factory. _ The day has practically passed when a business policy can be maintained on "letting well enough alone." Investigate the causes of many failures, and you will too often find that aggressive advertising competitors got their " established " businesses away. The most difl^cult form of advertising is, perhaps, for some staple, whose superior merits call for constant reiteration for a long time before the public wake up and purchase in sufficient quan- tity to make the enterprise a great winner. But modern methods and skill have rendered it practically unnecessary to squander fortunes in advertising before even paying expenses, and as merchants and manufacturers continue to learn more and more about the great basic principles which make advertising success possible, we may expect still greater marvelous achievements all along the line. And in this connection it will be well to bear in mind that in countless instances advertising has paid from 10 to 100 per cent. PER MONTH in net profits. Anything short of a Kim- berly mining claim seems uninteresting in comparison. Types and Their Use Enormous Strides in Type Founding, Study of Effects, Origin of Point System, Measurements and Scales. Since the days of Gutenberg, Faust and SchoefFer, the three men credited by history with being responsible for the early development of the movable type about 1436, the art of type founding has been revolutionized many times. From the days of hand moulds to the era of casting machines operated by the hand wheel is a long span ; but from the latter to the perfected power machine of 1905, is a mere step. Within ten years, though, the entire operation of the type casting machine has become almost human in its action, and in its present state it will doubtless remain for all time, with possible minor alterations to suit conditions not yet born. The perfection of this machine has had a wonderful effect on printing and advertising, because it has reduced foundry cost to a minimum and made possible the bringing out of a hundred new styles of type as against one in the old days. But the perfected type caster cannot alone share all the glory of enabling founders to add greater quantities of new styles. The process of making the matrix by machinery has been perfected, so that time, expense and tedious delay have been reduced in a marvelous degree. A dozen or more years ago the matrix could only be produced after all the letters and characters had first been cut on so many separate steel punches. To-day an entire series is cut by machinery in a twentieth of the time formerly required. While the cost of type to the printer has not been materially reduced, yet the founders have broadened their policy and gone to enormous added expense in bringing out hundreds of new styles — a constant stream of beautiful effects that are the wonder and admiration of advertisers and lovers of art. The life of a new style of type, too, is often problematical, since only " standard " faces can be sure of permanency. Often a new series will be short lived, and the sales almost fail to meet the expense necessary to bring it out. To-day the very best artists in the world are sought, and it is nothing uncommon for one of these world celebrities to receive I3000 for merely designing one complete alphabet of a brand new type style I With all this great work on the part of artists and type founders there now seems no reason or excuse for the printer getting along with old selections, or in the advertiser letting him do so. Proper typography is a most important part of advertising, and were it better understood there would be less advertising failures by fifty per cent., at least. A Study of Type Effects. The first thing to understand is that no printer or advertising man in the world knows about, or ever saw, a hundredth of the type styles, that have been produced up to date. More than that, it isn't necessary. Memorizing names is about as useless as committing all the words in the dictionary. The new ad. writer merely gets posted on the late, up-to-date, and the more common standard types. The type founders will continue to turn out new creations in bewildering confusion, and their specimen sheets can be procured at any time. I have reproduced herewith certain standard specimens of type, together with some of the very latest art creations, which are more, even, than is necessary for the study of type. 7 8 POWELL'S PRACTICAL ADVERTISER. Remember, too, that each ad. writer has his own favorite styles, and if possible he will stick to them. A large selection is wholly unnecessary, since many styles are so nearly alike that it would be folly to attempt to use everything. Very few styles, therefore, need be relied on at one time. The ad. writer will need to know that certain classes of types are indispensable, and I therefore suggest the following : Old Style Roman. — The best all-round type for text matter, Caslon, the name of the style in which this text is printed, is good for books, yet it takes more space for small ads. than some other Old Styles. It is pretty safe, however, to mark your copy " O. S. Roman" for the text, giving size if necessary, and trusting to the printer having a proper Old Style, as he is pretty sure to have. Each founder makes from four to ten different Old Styles, which only vary to a limited extent. The body of this book is 12 point Caslon made by the American Type Founders Co., while in the specimen pages following it will be noted that the 12 point Caslon of the Inland Type Foundry has a slightly larger face on same body. One founder — I don't know which one — is sure it adheres to the old Caslon standard, while the other departs from it. Unfortunately for exactness, William Caslon's period of usefulness was in force about 1693, so we can't prove anything by him. Incidentally, it will be well to note that types are named after distinguished men who have at one time or another been leaders in type making and printing. All the names of "ye olde" masters of by-gone days have been honored, and there not being enough new men worthy of enduring type-name honors, it has become necessary to give such modern titles as Roycroft, Cheltenham, Avil, Charter Oak, etc. Modified Old Style. — A good type like Avil or Cheltenham is a sort of compromise between the regular Old Style Roman and what printers call a "job letter," which is nothing more nor less than a display face, as represented by the more rugged Roycroft, etc. Many ad. writers have their text matter set in these heavy job types, and as a result the appearance is clumsy and black. Avil and Cheltenham are fully as heavy as any text matter needs, except in street car cards, etc., when a 48 or 60 point heavy faced type in lower case will be all right. But in advertisement text use the Old Style Romans, Avil, etc. Display Job Faces. — I am an apostle of exceedingly limited display, because it looks better, and the contrast is sharper and more readable than is possible where every other line is displayed. The reader will observe that the best department store ads. now use as a rule only one style of display, although several sizes of the series may be utilized. The point to remember is this: With a good Old Style Roman for text matter or even Modern Roman if preferred for daily papers, and say Winchell or Condensed Winchell for the displays, the ad. writer need not call on the printer for another style. Very simple, isn't it .'' and not only this, but remember that when a newspaper seems to he using Winchell to death in much of its customers' advertisements, then it is about time to insist on something that everybody else hasn't used — Powell, Ben Franklin, Roycroft, or one of the new styles that are constantly coming out, and which are just as suitable. The Emphasis of Typographical Effects. I take very little stock in modern deductions that have to do with so-called scientific explanations for certain ads. being winners while others are losers. A great deal has been published about the " psychology " of advertising, and while some of its reasonings seem consistent, yet other explanations are more nearly correct, besides being simpler and more readily understood. In another part of this work 1 shall discuss more fully this matter, and I merely allude to it TYPES AND THEIR USE. 9 here, as having a slight bearing on the point. I now wish to take up the importance of typog- raphy in making an ad. conspicuous among its fellows by contrast. Every well displayed line that stands out alone and says something of interest is mighty useful in attracting the reader's attention. Every striking border that is used with good effect adds wonderfully to the possibility of being seen. Therefore, a careful study of typographical possibilities is of paramount importance, since half the pulling power of a transient or occasional ad. may depend on just how inviting the announcement appears. The ad. writer should study the various type and border specimens, and numerous talks with his printer will be of value. Often the latter will have something new, and if progressive he can be induced to buy new faces. When a new and desirable type is bought, make use of it before it becomes ancient history. Remember that your advertising, both ads. and printed literature, is likely to be seen by possible customers, who are also interested in new effects. I recall that my first new border design that I used in magazine ads. was so unique that business men and advertisers all over the country had their printers trying to buy it, but only one type founder could supply the informa- tion because I had a private matrix made for my exclusive use at an expense of about J50.00, and no one else could buy this particular border. The emphasis of this typographical effect was marked, and especially as at that time borders were seldom used, and what did exist were of the most inconspicuous sort. Certain department stores have had type of original design made for their exclusive use, and it shows the value properly placed on exclusiveness. An important advertiser in almost any city can induce the daily papers to buy type for his exclusive use, or if not wholly, he can at least have it exclusive so far as competitors or other large advertisers are concerned. The main thing, however, is to first attain typographical perfection and then have as few other ads. as possible set in the same styles. The small advertiser can often afford to buy for his own use one or two new styles with the understanding that they are to be used on no other ad. Say you run a five-inch single column ad. and want the text set in 12 point Avil, with the display in 24 point Avil, using a three line paragraph set in the latter, which gives an exceedingly simple, chaste effect. The cost of these two sizes in sufficient quantity would not exceed 1 10.00 and think what you would get, especially if you ran an outline illustration over the paragraph in 24 point. Avil above 10 point is a splendid letter for text in ads., but it is rather too ornate below this size. Cheltenham or regular Old Style Roman in 6 or 8 point will be much more effective. These expressions on exclusiveness are not so pertinent in National or Magazine Adver- tising, because for their use the advertiser usually has an artist make some new monthly or weekly design, for the purpose of having a plate or engraving that is beyond imitation or duplication by others. In printed literature, exclusiveness in type is of less importance, because good composition, good paper and good press work result in a product that will secure the recipient's attention. The printers of America are progressing, and many of them are conducting veritable art shops, and employing printers of marked ability, but they are in a vast minority, and advertisers owe it to themselves to insist on modern effects. One of the most famous type founders in the country recently said to me, " We are paying out big money every month getting up high class effects in printed specimens of our new styles, simply for educating the printers. The great majority of them seem be as destitute of ideas as they were a dozen years ago." 10 POWELL'S PRACTICAL ADVERTISER. Therefore, the ad. writer and advertiser must lay out the plans for effective advertising, just as the architect must plan the home, if striking effects are wanted. And lastly, under this head, I will again remind ad. writers that the type founders, whose productions are herewith shown, will from time to time be glad to send them new specimen sheets. Origin of the Point System. While no particular reason attaches to the name a type series may have — it being given simply as a person or a street Is given a name to distinguish it from others — yet the sizes such as lo point, 12 point, etc., do possess characteristics that the ad. writer should know about. For one thing this knowledge will set the mind at rest as to "what it all means," and for another thing it will show how type making has at last reached a scientific standard. First closely examine the table below, which gives the names of the old bodies and their new designation by points : The American Point System. S 7 8 9 lo II nt Brilliant. Diamond. Pearl. Agate. Nonpareil. Minion. Brevier. Bourgeois. Long Primer. Small Pica. 12 Point. . . . . . Pica. ^o Point.. . . . . 5-line Nonpareil. ' + " . . . . . . English or 2-line Minion ^2 . . . 4-line Brevier. ')' " . . . . . . 3-line Pearl. 36 . . . 3 -line Great Primer i6 t ( . . . 2-line Brevier. 40 . . . 2-line Paragon. i8 i( . . . Great Primer. 42 . . . 7-line Nonpareil. 20 " . . . . , .Paragon or 2 -line Long 44 . . . 4-line Small Pica. Primer. 48 . . . 4-line Pica. 22 " . . . . . . 2-line Small Pica. H . . . 9-line Nonpareil. 24 " . . . . . . 2-line Pica. 60 . . . 5 -line Pica. 28 " . . . . . . 2-line English. 72 . . . 6-line Pica. Just what connection the old names for sizes had is not clear, but a more important feature IS the fact that in the old days the various type founders, although using the same designations from Brilliant up, did not make type of a uniform standard body. This slight variation caused printers much trouble and annoyance, where two or more different products were combined in composition. The Boston Type Foundry, for example, did not agree with the Dickinson Foundry, a Pica body of the former being fuller than that of the latter. Compositors were, therefore, obliged to build up with thin card board or paper strips so the matter could be locked up securely for the press. Many conferences between the various type founders in all parts of the country — practically all varying in most of the body standards — accomplished little. Each claimed that his standard was the real thing, and therefore he couldn't change, but was perfectly willing that the others should adopt his scale. ^9 ^9 ^9 p B B H ^ ^ ^9 The above shows the actual depth of the principal tvpe bodies. The nicks are for the printer's guidance in type setting — they always face out when properly composed. The variations in number of nicks are merely to show at a glance type of same size, but belonging to different styles. The "shoulders" show by the octagonal cut-offs. TYPES AND THEIR USE. 11 There was no real reason for any such self-congratulation, since not one of these worthies had any scientific standard at all. Great Primer was about a stiff cardboard shy of three Nonpareils, so the compositor couldn't set even one founder's type without more or less patching of the combined larger sizes. One day after the great Chicago fire had laid in ruins the founders' plants, Marder, Luse & Co. then determined to begin all over by creating a " Multiple Standard," whereby the glaring inaccuracies would be overcome. Great Primer was made larger— an exact 3-line Nonpareil. In fact every size, practically, was carefully graded on this plan. It was several years after this, however, before the other founders got together and finally adopted the present Point System. Marder, Luse & Co. had in reality done this, although adhering to the old size names. To-day, the Point System is supreme and a fixture. As to the basis of point science, ir probably has no more significance than the fact that a beginning must be made somewhere and Pica, the famous old size, was selected for the making of unit points. The new system was not absolutely perfect in theory though, since from time immemorial the basis of the advertising measure has been " fourteen Agate lines to the inch." With 72 pomts for I inch (6 Pica or 12 Nonpareil lines), and the old Agate being converted into 5>^ point, it is evident that to-day fourteen lines of the latter equal 77 points, or five points more than one inch. This really does not affect the science and utility of the present Point System, yet it does mean that the Newspaper using the Modern Agate, now called sH poi^t, and calling fourteen such lines one inch, will give slightly more than one full inch of space. Of course, all this has to do only with depth of body, and in measuring down the column, line by line. The width of a column is not involved. 5i< point type (old agate) is used by most daily papers for classified ads, viz.: With the regular display advertising, not "classified," fourteen divisions to the inch is the rule. An ad. occu- pying one inch is, therefore, charged $14.00 if the rate is $1.00 per line; $28.00 for a two-inch ad. at the same rate, etc. The publishers' advertising rules of fourteen lines to the inch for measuring regular display or general advertising, must necessarily ignore fourteen lines of the new 5I3 point agate. Since "classified" advertising is charged so much per "count" agate line, it follows that the point system gives the classified advertiser a fraction over the inch. Count lines mean the lines are counted line for line and not measured. See classified ad. above, and note that the fourteen lines are more than one inch deep. A Look at Type Anatomy. A mere glance at this illustration will make the whole thing clear. A type may be marked 72 point, and yet the student may be confused because the face of the letters seems to be less. The mistake is in thinking that the face of the type shows the full size, but the number of points refers only to the type body as a whole, and not merely the printing face. Note in the word " Hyloj " herewith illustrated that the lower case " y " projects downward below the bottom of the cap "H." This compels the latter letter to occupy less than the full depth of the type body as shown ; therefore, where there is lower case with caps in any series the face of most of the caps will not show the' full point body— and the point size refers only to the body on which the printing face is cast. FAMILY leaving city must sell this week, re- gardless of price, magnificent *57o Wheeler up- right cabinet grand Piano, in perfect condition, as new la^t November : beautiful carved ma- hogany case, without mar or blemish ; very sweet tone and sympathetic action; student's practice inuftler ; ali latest improvements ; fully warranted f'th, near .Otli av. 12 POWELL'S PRACTICAL ADVERTISER. A brief understanding of certain type characteristics may prove of interest, although not of any real value, perhaps, as all the ad. writer needs to know, technically, is enough about styles and sizes to be able to select suitable display and text type and mark same for the printer's guidance. Lon^ Letters, so called, fill the full depth of the body, and are both ascending and descend- ing, such as C) and J. Short Letters have the face cast on the middle of the body (founders call it the "shank), such as a, c, in, n, o, etc. Ascending Letters are all the caps of Roman and Italic, and most of the display or job styles — ^also the lower case b, d, f, h, i, k, 1, etc. Descending Letters are g, p, q and y. A Font or Fount means a complete assortment of one size of type; for example, lo point Roycroft. This and all display or job types come with a properly apportioned number of each letter of the alphabet and punctuation marks or points, and usually figures. A Roman series contains the complete characters, many of which are useful only in books, etc., where reference marks are needed ; viz.: CAPITALS, SMALL CAPITALS, lower case, figures i, 2, 3, etc., punctuation points, the comma (,), semi-colon (;), colon (: ), period or full-point (.), interrogation (?) and mark of adrnira- tion or exclamation (!), apostrophe ('), brackets [], parenthesis ( ), hyphen (-), dash ( — ). The references are the asterisk (*), dagger (f), double dagger ([{;), section (§), parallel (||), paragraph (^). Roman type also can be furnished with accented letters, which are seldom used. Display or job type does not require more than the regular punctuation points and figures, yet modern artists often design new styles with original, though unclassified, characters, such as a lower case i with two dots in Winchell, etc. The word "font" refers to a display or job assortment of type and a small assortment of Roman. The word " fount " alludes to a large assortment of Roman, usually several hundred pounds. " Font," however, is the term generally used. The Type Measure — UVt'e'.IIIIMIIIII|I|I|IIMIIIIIIIIIIIIIIIMIIIIIIIIIIIIIMIIIIIIII|III ^ r-> .-H — — « rH « i-i rH fi csi M e* cv c* w M M w CO o3 w CO ic w eo 03 « « ^ ■* -r ■-»■ -^ tt -^ -^ ■* ■»»' »ra 10 w ^ o ifi •« The illustration herewith shown needs little explanation. Measure from top of first type line to the bottom of last line — always down the column. To find the total lines in a page, find the number of lines in one column and then multiply by the number of columns on the page. Column Widths. The regular, standard newspaper column is 13 ems Pica (12 pt.), or 2'^ inches, in width. The Saturday Evening Post, Ladies' Home Journal, Leslie's Weekly and many of the National weeklies are 131^ ems Pica (12 point) or 2'^ inches in width. Magazine columns are generally 16 ems Pica (12 point) or 2 5^ inches in width. Ad. writers will note that there is no single standard width, each publication adopting what- ever suits its own notion. In making Electrotypes of ads. intended for many publications, as is customary with large National advertisers, it is considered best to divide widths into classes as follows : Daily and country weekly papers should have ads. set about 2^4 inches wide, as a few publishers use a narrower measure than this; for double column ads. in this class, 4':^^ inches wide will be safe. National publications of the Saturday Evening Post class usually have wider columns than dailies and ordinary weeklies, and the copy furnished is generally different. Of course, the narrower measure can be run in the Post class, but if the space used is of respectable size, it is best to TYPES AND THEIR USE. 13 prepare especially. Double column Post standard is about 4^^ inches in width. Magazines are practically all alike — 2-)^ single column width and 5 '2 inches for full page width of two columns. Certain publications may at times call for special widths. It seems hardly necessary to say that the reason why the double column width is greater proportionately than the single, is owing to the fact that a column rule or blank space divides the two columns, and consequently this is included in the wider measure. The Meaning of "Ems Pica." A Pica (12 point) "Em" represents a square of this size body, and if a measure is 13 ems it, of course, means that thirteen of these just fill one line. The square "Em quad" or blank type is the standard, and not the space of the capital M, as is often supposed. Many a capital M is not on a square body, as is the case in Roman type, but the name " M quad" was given because the capital Roman "M" was almost square. The ad. writer should note that a column width may be 13 ems Pica, but alone it has no particular significance. For example, suppose 8-point Roman is being set 13 ems Pica (12 point) wide. Now there would be a greater number of 8 point ems than 13 — in fact i()%. Practically nothing is to be gained in giving here elaborate tables of use only to the printer. Certain facts, however, will be instructive. While the advertiser who wants to estimate the cost of a book or pamphlet will save himself much worry by submitting his work to one or more printers for " estimates," yet some idea as to the basis of figuring may prove interesting. There is, however, no sense in wasting time getting up these estimates yourself, when a pretty complete business-printing education gained through years of experience is necessary. Two or more printers will never fail to protect you on price. Competition is too keen, and besides, after all, they make prices — not you. Cost of "Straight" Composition Without Display. Advertisements and regular display type composition are not subject to any set scale ot prices. Besides publishers naturally charge nothing for putting their advertisers' announcements in type. But in book work the printer generally charges the straight composition, or text matter, at so much "per 1,000 ems" of the body of the type used. The following table gives the number of ems in the various sizes of type, on a basis of 13 ems Pica (12 point) width. Printers charge from 50c. to 70c. per 1,000 ems of plain type composition. Table of Estimates. Showing the number of ems of the different sizes of newspaper type in a line, the number of lines necessary to make 1,000 ems, and the length in inches ; the number ot ems in the regular lengths of columns, and the number of leads required. There are 66 13 -em 2 -point leads in one pound. Estimated on Width of Standard Column, 13 Ems Pica. 5>^ Point. 6 Point. 7 Point. 8 Point. 9 Point. 10 Point. 282/3 3 5 ''3 2/ 5040 z6 22 1/ 19/ 5>/ 5/3 2465 17/3 57?^ 1950 •5/ 64/ 9 1610 Number lines in 1,000 ems 38/ 3J< 4325 45 4->4 3175 Number inches in 1,000 ems .... 4-CoIumn Folio or Quarto-j { 5-Column Folio or Quarto' Number ems) 6505 5615 4115 3200 2525 2085 6-Coluinn Folio or Quarto ( in column 7-Column Folio or Quarto) 7180 6160 45'? 3510 2770 2290 7900 6785 4970 3865 305° 2520 8-Column Folio, number ems in column 8630 7410 544° 4220 3330 2755 9-Column Folio, number ems in column 9310 8030 5885 4575 3615 2970 2-Point Leads in 1,000 ems of leaded matter 26 29 35 4' 47 54 Weight of 2-Point Leads in 1,000 ems of leaded matter ' 6 oz. 7 oz. 8/ oz. 10 oz. II ^4 oz. 13 oz. Weight of 2-Point Leads needed to lead 1,000 ems of solid matter iyi oz. 9/ oz- 11 oz. I zyi oz. 14 oz. 16 oz. 14 POWELL'S PRACTICAL ADVERTISER. Wo rds to Wo ds to Sq In. Si In. iS Point, solid . . 7 9 Point, leaded . 21 14. Point, solid . 1 1 8 Point, solid . . 31 11 Point, solid . . H 8 Point, leaded . . "5 12 Point, leaded . 1 1 7 Point, solid . 38 1 1 Point, solid . . 17 7 Point, leaded . 17 1 1 Point, leaded . 14 6 Point, solid . 47 10 Point, solid . . 21 6 Point, leaded . 34 10 Point, leaded • 16 5 Point, solid . 69 9 Point, solid . i8 5 Point, leaded . . 50 " Leaded," as here used. means an opening of ines with 2-point leads. Number of Words Required to Fill Given Space. Ad. writers are often puzzled to decide how much can be written and got into a certain amount of type space. The best way is to get at the approximate number of square inches to be allotted to the body or text, and then a glance at the following table will practically settle the matter. This applies only to regular Roman body matter, and not to heavier-faced type like Chelten- ham or other styles of varying thickness. In estimating on the latter it is always safe to count the number of words in a square inch. Number of Words, Approximately, Per Square Inch. In determining the square inches, no absolute ex- actness is necessary. Often a fractional part of an inch may bother, especially where the space is com- paratively small, and in such case always underestimate rather than write too much. The table just given is based on matter calling for a limited number of para- graphs. In matter like the chatty style where there is much paragraphing it is safe to deduct from 10 to 25 per cent, of the wording so as to not be under the necessity of re-writing copy after it is once in type. Booklet and other work generally require some additional matter being written, if the rule of not over-writing is observed. This is also no uncommon occurrence in large ads., and the largest department stores generally have their own composing room, so that their large copy goes to the several newspapers complete, and it is often given them so late that there is no time left for " fixing." Of course display composition cannot be figured except by general average, which is com- paratively easy, at so much per hour — say 60c. How to Ascertain the Quantity of Body Type Required. To ascertain the quantity of plain type required for any class of composition — newspapers, magazines or other work, find the number of square inches to be filled, and divide the same by 4, and the quotient will be the approximate weight in pounds. As it is impossible to set the cases of type entirely clear — or "skin it" — it is advisable to allow from 25 per cent, to large fonts, and even more to small ones, for "dead matter." For example: 72 square inches of space require 18 lbs. of body type, any size, to fill. When sold by the pound nothing less than 25 lbs. is put up at the pound price, and this would be more than ample for the 72 square inches. As most ad. work has much paragraphing, it is safe to figure without much extra allowance. One-fourth of the total square inches is, therefore, a good net basis. About Estimates. As stated, publishers charge nothing extra for putting ads. in type, and in booklet and job work the printer figures prices to include composition, press work, binding, etc., therefore the table of estimates, price of composition, etc., are hardly practical from the ad. writer's standpoint, but as many are anxious for these details, I have included them herewith. My advice to the ad. writer is to get the printer to do all figuring. A booklet dummy, for example, can show the cut arrangement, table or rule work, etc., which is not to be plain composition. TYPES AND THEIR USE. 15 Price List of Type. Advertisers who desire their advertisements set up in exclusive type may not always be able to get the publisher to buy a certain style for their sole use. In this event, it may be well to buy the type. For example, a druggist may be using a six- inch single column space, and want the body or text, occupying say four inches, to be set in 12 point Avil. A small regular font, or possibly two fonts, may be ample, but if the text space is more — 60 or 70 inches — then the type should be purchased in quantity by the pound. The accompanying table gives the price, although it may change from time to time. Sizes larger than 30 point, minimum quantity, 50 pounds. In quantities of 1 00 pounds and over, job type and job type figures are sold at reduced prices. The cost of Roman type is less per pound, as follows : Price List of Roman Body Type and Spaces. Price List of Job Display Type of One Body and Face, Ordered at One Time, In Fonts of 23 and 50 Pounds, Per Pound : 5-Point, .... $1 80 14-Point, .... $0.62 5 !4-Point, 1.44 i6-Point, . .60 6-Point, . I 16 iS-Point, . .60 7-Point, . 1 .00 20- Point, . .60 8-Point, . .90 24- Point, . .56 9-Point, . .So 30-Point, . .56 10-Po'mt, . • 74 36-Point, . .56 ii-Point, . .70 42-Point, . .54 i2-Point, . .66 Larger, . . •54 BODY. 5 -Point . 5 >:.^ -Point 6-Point . 7-Point . 8 -Point . pound 25 pounds to 500 pounds >1.20 •74 .64 • ;6 .52 500 pounds to 1000 pound; .72 .62 •54 .50 J 000 pounds and over •71 .61 •53 •49 BODY. 9-Point lo-Point 1 I -Point I 2. Point 14-Pt. to 24-Pt. inclusive 25 pounds to 500 pounds 500 1000 sounds to pounds 1000 pounds arid over $0.48 .46 Sc .46 .44 «o-45 •43 •44 .42 .41 .42 .40 .40 .40 .40 .40 30 Point and larger, at Job-type prices. Spaces and quads for all sizes larger than 24 Point, 40 cents per pound. Special prices on quantities of 2000 pounds and over. Roman and German body type is put up in fonts of 25 pounds, and multiples of 25 pounds. Italics and some specially condensed faces cost even more. Founders will quote on request. Table of Standard Sizes of Newspapers. The following are the regular sizes of newspapers adopted by the au.xiliary or " patent inside" printers. The width of column is 13 ems 12-Point. 5-Column 6-Column 7 -Column 8-Column 9-Column 4-Column 5-Column 6-Column 7-Column Folio . Folio . Folio Folio Folio . Quarto Quarto Quarto Quarto Size of Paper. 20 X 26 inches 22 X 31 inches 24 X 35 inches 26 X 40 inches 28 X 44 inches 22x31 inches 26 X 40 inches 30 X 44 inches 35 X 48 inches Column Rule. '734 '9K 213^ 23K 26 •3M >9M 2 13/ nches nches nches nches nches nches nches nches nches The column rule, multiplied by 14 lines per inch, gives number of lines per column. Cyclopedia of Advertising and Printing Technique. Useful to Those Who Want to Know the Little Details, :^:= Whether Important or Otherwise. Ad. or Adv. — .Advertisement. Ascending Letters — Letters ascending into the upper shoulder, viz.: b, d, 1, etc. Advertising Agent — Often called "broker." One who places advertising contracts with the publisher. He is a sort of a middle man who brings advertisers and publishers together, and is allowed a commission by publishers, varying from lo to 25 per cent. Large publishers will allow no commission to anv agent who is not "recognized" by a publishers' association, or who does not have at least three clients' advertising to care for. Some large advertising agents employ many ad. writers for the benefit of their patrons. Advertising Solicitor — One who canvasses for a pub- lisher or advertising agency. He or she is paid either a stated salary or commission. The solicitor of a representative agency generally gets about one-third the profit charged customers — 5 per cent, where the agency does business on a 1 5 per cent, basis, etc. Advertising Manager — One who is employed to write, place and manage the publicity of the large advertiser. This term also applies to those who have charge of the advertising solicitors of a publication, and of all details, such as cor- respondence, rate making, etc. Bastard Type — Type with a face larger or smaller than its regular body ; as 5 point on 8 point bodv, or vice versa. Break Line — -A short line that doesn't fill full width of measure. Blank Space — Usually refers to the white space between display lines, cuts, etc. The printer arranges it without instruction, unless the ad. writer wishes to produce some particular efl^ect by an abnormal use of blank or white space, in which case he gives explicit directions by arrangement on his "lay out." See " White Line." Brass Rule — Thin strips of brass, type high, having single, wave or double lines cut on the face. Fancy effects, like a border, are also occasionally produced. Booklet — Applied to small pamphlets with paper covers. .Often a modified catalogue. See " Primer." Body Type — Applied to type used for the te.vt of an ad., such as Roman, either Old Stvle or Modern. Chelten- ham, Avil, etc., are also called body type when used for that purpose. Cancelled Figures — Figures cast with a line across the face. Casting Off — Estimating how manv pages a certain amount of copy will make in tvpe. Clean Proof — One with few errors. Close Matter — Mostly solid matter with few break lines. Corrections — The alterations or errors marked on a proof. Cut-in Letter — A larger type than the body type, usually an initial letter, adjusted at beginning of the first par.igraph of a chapter. 1(5 Coated Book — The finest finished paper for half-tone or very high grade printing. Cut-in Note — A note of one or more lines, generally set smaller than the text matter, and justified into the side of a page. Column Width — Applies in general to column width. As there are several widths, this term means little, each pub- lisher setting the ads. according to his measure. Chase— An iron frame, less than type high, in which forms of type are locked before printing, electrotyping, etc. See " Imposing." Change of Copy — New copy to replace old ad. Caps — Capital letters. Circulation — Relates to the number of copies of the publication that are printed and circulated. Where news dealers are privileged to return unsold magazines, papers, etc., they must be deducted before an honest statement can be given. Caption — The display or title proper belonging to an illustration or text. Card — Refers to small ads. that have little, if anything, save name, business and address of some professional man, who may be bound by certain ethics to nothing more — phvsicians for example ; also refers to street car cards, con- taining ads. See *' Mailing Card." Composition — The setting of type into words, and arranging the same into lines. Printers' ink rollers also are made from a glue, molasses and glycerine "composition." Cut — An illustration of any kind. Catch Line — Not displav as is sometimes thought, but words which connect two larger displav hnes, viz. : Grand Picnic "of the" Home Guard. See "Display." Composing Stick — A steel instrument for type setting. Catch Phrase — .A term applied to catchv words that have a happy connection with a title, viz. : Kodak Cameras — "You press the button, we do the rest." This is prob- ably the most famous catch prase ever coined. Other good ones, Victor Bicyles "make the pace;" Van Houten's Cocoa, "best and goes farthest." D— Daily. Descending Letters — Letters that go down into the shoulders of the body ; as g, j, p, etc. De\il — Errand boy of a printing office. Dead Matter — Set tvpc that is not to be again used. Distributing — Returning types to their various boxes. Display — Setting copy in job or display faces, such as Ben Franklin, Roycroft, etc. Caps of Roman spaced out is also sometimes called displaying. Drive Out — To force out a word in a line bv extra spacing between words. This is sometimes advisable where two or three lines have divided words, which show hyphens (-) massed together. See " Keep in." CYCLOPEDIA OF ADVERTISING AND PRINTING TECHNIQUE. Dished — A defect in electrotyped plates, or the center of a letter being lower than its edges. Duodecimo or izmo. — Twelve pages to a form. Also refers to half a sheet of book paper, 19x25 inches, folded into I 2 leaves or 24 pages. Dummy — Applied to a blank booklet or pamphlet, usually trimmed the actual size of prospective work. Should be to the printer what an architect's plans are to the builder. Proofs of all engravings and illustrations should be pasted in, and the display heads ought to be pen or pencil lettered to indicate approximate location, etc. A dummy is practically a book "lay out." See " Lay Out." Double Column — Matter set to occupy two single columns. Description — That part of an ad. which relates to description of goods. Double Leaded — Type spaced out between the lines by use of two 2-point leads instead of one lead. Em — The square body of a type. En — Half the dimensions of the " em." Even Pace — The 2d, 4th, 6th, or any even-numbered page of a book. Electro or Electrotype — A duplicate printing plate, tvpe high, made by first taking a wax impression of type or cut matter which is later treated to a process which pro- duces a thin copper film in the wax mould. This film is removed from the wax and is called a «' Shell," which is filled with a cheap white metal. The printing contact being on this reinforced copper surface, it matters little about the qualitv of the "filler," which merely gives strength. An Electro is distinguished from an original copper plate by the fact that the latter is solid copper, while the former shows the white metal backing. Good Electrotypes are generally good for 50,000 to 100,000 impressions. Etching — An engraving made from a sketch by the photo process — usually on zinc, although copper gives a finer print- ing surface and costs more. Where a plate is to be made from a pen-and-ink drawing and a photo or brush drawing, one way is to make a zinc etching and a half-tone separately, afterwards inserting the latter into the blank space left vacant in the etching. A better job, however, is produced by making both the etching and half-tone on one copper plate, which is called a " combination." See " Half-Tone." E. O. D. — Means an ad. is to run every other day. E. O. W. — Means every other week. Folio — Two pages to a form. Also refers to the running numbers of the pages in books. Form — The page or type matter when imposed in a chase for printing or electrotyping. Fat — Poetry and leaded type matter which is rapidly set, owing to the large amount of blank space which the compositor fills up with quads and spaces. Fat Face — Type that is broad stemmed. Foot Note — Matter usually set in type smaller than the text, and placed at the bottom of the page with a reference mark. Flat Rate — Applies to publications having one adver- tising rate, without discounts for larger space or long time contracts. Foul Proof — One with many errors marked in it. Foreign Advertising — The ad, of a concern located in some place other than the one where the publication is issued. Generally understood to be a general advertiser not doing a local business. Full Face — A tvpe of bolder face than Roman. An old series is called " Full Face," which is practically a very heavy, black edition of Roman, yet now seldom used, the more modern display styles taking its place. Font or Fount — A complete assortment of type. Galley — A brass or wooden tray, with side and head ledges for holding type when composed. The compositor "dumps" his composing stick on the galley. Galley Proof — A proof taken of the type when on the galley, and before it is "made up" into pages or "locked up" in the chase for printing. This enables the printer to correct errors without loss of time. Get In — To set type close. Hanging Indention — Where successive lines are set-in an " em " or more beyond the first line, just as this explanation of the hanging indention is set. I do not like this as a rule as well as the regular paragraph. Hell — A printing office receptacle, usually an old box, into which worn out, battered and broken type and cuts are thrown. Heading — Refers to the display at head of ad. Half-Tone — A plate, usually copper, made from a photograph or brush drawing. A half tone can also be made from a pen sketch. Handling an Account — An advertising agency term, referring to doing business for the advertiser. Imposing — Arranging and locking up a form of type in a chase. Imprint — The name of printer or publisher appended to jobs or title pages. Also means name and address of the advertiser at bottom of the ad. Inferior Letters — Small letters cast near the bottom ot the body, as A,b,c, et*^- See " Superior Letters." Insert — A printed sheet or sheets inserted between the regular pages of a publication or book. Colored inserts fi-om two pages up in a magazine are like preferred position on account of greater prominence. Publishers quote special prices on such advertising. Indention — A blank space at beginning of paragraph, usually an "em" quad. See "Hanging Indention." Introduction — The first text matter in an ad. which is couched in a more or less earnest or flowery style to interest readers and get them to read the description and other features. Justifying — Spacing out lines accurately, so each is practically the same width, otherwise the printer could not exert an equal locking pressure in the chase. Keep In — To crowd in as many words as possible in the line, by thin spacing between words. See "Drive Out." Leaders — ( ) — Dots or hyphens placed at inter- vals of one or more ems to guide the eye across a wide open space, usually to figures. Leads — Thin strips of metal cast in various thicknesses and quad high to separate lines of type. The thickness usually used is z point, formerly called " six-to-Pica." Lean — Close and solid matter. Lean Type — Light, thin-faced type. Ligatures or Logotypes — Two or more letters cast on the same shank, as ff, fK, s, oe, etc. Lower Case — Small letters accompanying caps. Also re- fers to a type case in which these letters are kept; "1. c." on copy means lower case. Lay Out — The "dummy" plan of an ad., which shows the printer just the style wanted. 18 POWELL'S PRACTICAL ADVERTISER. Matter — Composed type. MEASURE--In composition a term that refers to width of a column or page. The type measure, however, is not a term but an instrument for measuring an ad. "down the column." Make-up — To arrange the lines of matter or ads. into pages. Ms. OR Mss. — Manuscript. Making Ready — Preparing a form on the press for printing. Modern Roman— Roman type a trifle heavier in face than "Old Style" and stiffer looking, used chiefly by daily, weekly and monthly publications where great wear is desirable without regard to appearance. This paragraph is set in Modern Roman, and its contrast to the Caslon Old Style is marked. Mailing Card — These vary in size and are often elabo- rately printed in colors. A mailing card may be only a copy of an ad. or it may take the form of a series of chattv argu- ments set in large Old Style — from 12 to 24 point size, with illustrations, etc. Nicks — Hollows cast in the front of a tvpe to show the compositor how to place it in his stick. Tvpe st^■les differ- ing but litde are cast with nicks of different size to facilitate distribution and prevent mixing. Octavo or 8vo. — Eight pages to a form. Also refers to half a sheet of book paper, i g x 25, folded into eight leaves or sixteen pages. Other designations of book making are : 1 8mo for 36 pages; 24mo for 48 pages. Only one side of the sheet at a time is printed in fine work. Odd Page or Folio — The 1st, 3d and all uneven- numbered pages. Off Its Feet— When matter does not stand upright, it shows halt of the letters only, the other half of the face not printing. Old Style Roman — Thus named because type of this character is modeled after ideas and styles originated bv the old masters of printing hundreds of years ago. Of course, the present letters are vastly more perfect in contour and symmetry than was possible in the days of Caxton, Caslon, Schoeffer and other early founders. No studv of type anatomy is complete without noting the graceful tapering of Old Style Roman in comparison with Modern Roman. Open Matter — Type widely leaded or containing numerous break-lines. Out — An omission marked in a proof. Objectionable Copy — An ad. that comes under a class refused by certain publications ; viz., a beer ad. intended for the Ladies' Home Journal. Pi — Type mixed up promiscuously. Point System — The new system of units based on 72 points to the inch. Preferred Position — Special location of ads. where more readers are likely to see them. This location may be next to reading, a certain cover or other page. By " full position" is understood "top of column, next to pure reading matter." Plates — Refers to process engravings, electrotypes and stereotypes for printing. See "Plate Matter." Patent Insides and Outsides — Refers to partly printed newspapers. Numerous companies in Boston, New York, Chicago, and other great cities furnish hundreds of small country publishers with any standard size of newspaper from a five-column folio (four pages) up to eight columns ; and also quarto, or eight-page papers, of from four to six columns. The plan is this: these "co-operative" pub- lishers in their city plants set up stories, poetrv and an interesting assortment ot miscellaneous articles of interest, and these they make up and print on the first and fourth pages, leaving the second and third pages blank. The country publisher who receives this service sets up the local news for his two or more pages, and as soon as his weekly or month- ly stock of" ready-print" arrives he proceeds to print his side. Country publishers pay a low rate for the service, which is really better and cheaper than is possible in print- ing " all at home." Of course, this only refers to papers of comparatively small circulation. The co-operative pub- lishers reserve a column or two for ads. which make the low rate possible. The New York Newspaper Union is one of the leading patent inside publishers. See " Plate Matter." Plate Matter — Many publishers object to "ready- prints," owing to the tact that a large amount of advertising, etc., disarranges the make-up to some extent. Others, too, dislike the name of using "patents" and unquestionably a weekly of substantial circulation and advertising patronage can do better with ready-made plate matter as furnished by the American Press Association, New York. This com- pany sets up the matter the same as the co-operative pub- lishers, but instead of printing, it makes stereotype plates and forwards them to publishers at the rate of $1.00 per six columns of ordinary matter, each 201,^ inches in length. Specially illustrated matter ranges from J 1.50 to gz.oo per six columns. These plates are thin, and are to be mounted on metal bases which the Association has previously furnished to fit any column length. A saw readily cuts the plate matter to any size, as frequently the publisher wishes to run half a column of plate with the same amount of his own type. This service is very complete, and is a big saving in compo- sition. The large quantity of matter set up affords almost endless selection, and the merchant who issues a store paper should bear this in mind. If a local newspaper office does his printing, the probability is that the use of this plate matter will cost nothing after the publisher has first used it in his periodical. As a repetition of old matter is not very interesting, my advice is for the advertiser to buv new plates, especially of the comic illustrated sort. Specimen pages are sent out by the Association. Primer — A sort of small booklet designed to instruct the reader regarding the elements of superiority of a given product. Any article like a lamp chimney, camera, soap or other product that has really special points of superiority, can derive good from a properly written primer, which should be small size, say z J^ or 3 inches wide by 4 or 4]^^ inches in depth, and of not more than eight pages set in I 2-point Old Style Roman if possible. Illustrations in out- line, a strong laid or semi-rough white paper, and a rough mustard colored cover with a brief utle in type make a good combination. Real information in the "chatty" style should be given. The Primer calls for more facts and less " hot air," and above all brevity is the thing to strive for. Illustrations should only be used to instruct. Print Paper — The cheapest kind, and used by most daily papers. Wood pulp is the base. Quad — A low square blank type, used to indent the first line of a paragraph or fill up blank spaces. Quarto — Four pages to a form. A half sheet of book paper, 19 x 25, folded into four leaves or eight pages. See Duodecimo, Folio, Octavo, 1 8mo. Rat — A scab printer, who is said to be "ratting" when working in a non-union office where there is a strike. Ream — Twenty quires of paper, or 480 sheets. Reams of flat paper, best grades, are now generally put up 500 sheets to the ream. CYCLOPEDIA OF ADVERTISING AND PRINTING TECHNIQUE. 19 References — Letters or characters serving to direct the reader's attention to notes at the foot of the page. Reading Matter — That which comprises the main por- tion or substance of the ad. or type matter, and being dis- tinct from the display. See "Text." Register — To cause the pages in a sheet to print pre- cisely baclc to back. In a book, where one page shows irregularly in this respect, it is said to be "out of register " and indicates poor press work. In color work the register must be perfect. Revised Proof — The last proof, after corrections have been made. Reprint Copy — Copy which consists of printed matter. Running Title or Head — The title of the book or subject matter placed at the top of the pages. The left hand running title is usually the name of the book — the right hand, the name of the chapter head, as may be noted in this book. Run-In — Where the compositor has made a short line and then started a new paragraph, and it is desired to com- bine into one paragraph only, the term "run-in" refers to taking as many words of the new paragraph line as are needed, and filling out the last break line. This necessi- tates the alteration of every other line in the paragraph. Set Off — Newly printed sheets piled up on the press table sometimes by their weight slightly transfer some ot the print to the blank side of the adjoining sheets. This is called "set off" or "offset," and usually results from too much ink and lack of care. Fine booklet and other work often require the "slip sheeting" of common paper between every printed sheet. Standing Matter — Ads. and jobs that are to be laid aside for further printing. Shank — The metal body upon which the face of the letter is cast. Shoulder — The blank surface of the shank of a type not covered by the face of the letter. Side Heads — Display or titles, generally larger or heavier than the text matter, set at side of latter. Spaces — Low blank types used to separate words, and less than an " em " or " en " quad. Slug — A thick lead, generally from 6 point up. Where great blank spate is to be filled, large semi-hollow quads and metal furniture are used. S. C— Means small caps of Roman. Solid — Unleaded type. Stet. — Written on a proof, it means that the word or letter erroneously struck out shall remain — no attention to be given supposed correction. Superior Letters — Letters of small face, cast near the top of the line, ■*' b, etc. Stereotype — A duplicate plate of all white metal, used by daily papers mostly, where quick work is essential. In- ferior to the electrotype and much cheaper. S. S. & C. — Book paper with a better surface than machine finished and which is " super sized and calendered." Short & — Printers call the character (&) the "short and." It is wrong to use it save in firm and corporation names and titles. Table Work — Matter consisting partly of rules and figures and charged for at greatly increased rates over plain composition. Take — Large ads. and book matter are usually divided into several portions, so several compositors can work on it and shorten the time. Each thus gets his "take" ot the copy. Text — The reading part of an ad. See " Reading Matter." T. f. — Refers to an advertising order, which authorizes the publisher to run an ad. "till forbid." Upper Case — Capital letters accompanying a lower case font of type. Also refers to a type case in which these Cap letters are kept. The upper case rests on a frame in front ot the compositor, and directly below it rests the lower case, which accounts for the names. The lower case is lower and nearer the compositor, since not one cap letter is used to forty of the lower case. Wrong Font (marked w. f. on proof) — Means wrong style or size of letter. White Line — A blank line of quads. See "Blank Space." Cream of Type Specimens J^ A choice selection from the latest productions of the leading ^ American type foundries, and especially adapted to advertising In studying the use of type — especially display or job faces — it must be borne in mind that the ad. writer only aims to familiarize himself with some of the more desirable styles, and nothing could be farther from the truth than that it is necessary to be posted on all that has been manu- factured within the last fifty years. It is no sign of inferior ability to be obliged to confess that you don't know the name of any particular style or size. With these reassuring remarks, let us begin a brief study of those features really essential. Enough has already been said to settle the fact that Old Style Roman is a much cleaner and more artistic body or text type in comparison with Modern Roman, especially for advertisements and all booklet and miscellaneous printed matter. I shall only draw attention here to a few specific uses that the ad. writer ought to know. A tour page circular, 8x12, looks well set either in i4p., i6p., i8p. or 2op., Caslon — using caps and lower case, of course. And this, too, without display, save occasional head or sub-head lines. The latter can be larger sizes of Caslon, or it will be perfectly proper to einploy any regular display like Winchell, Ben Franklin, etc. Avil or Cheltenham would look well. Imagine a mailing card with one or two strong dis- plays that mean something in combination with i8p. or 24p., Avil, using the larger sizes where the text is not too long. In selecting new type faces bear in mind that the more artistic a type is, the more likely it is that the smaller sizes — 6p. to 8p. — will not show up so clearly as a plain Old Style Roman. For advertisements, therefore, I prefer 6p. of the latter to Avil, but in the larger sizes, Avil has vastly more "character." 6p. Avil, however, makes a fine type in very artistic booklet work, in foot notes or as an explanatory paragraph in connection with illustrations. Its use should be limited. In the matter of display styles, it is all a question of individual preference. Observe Hearst is a sort of modified Avil; note the cap E, H, etc., and it will be seen that the idea is practically the same. Cap C shows the greatest dissimilarity. Hearst is useful where Avil would fill too little in width, and the former has a heavier face. MacFarland is heavier than Caslon, but bears a sort of cousinship to it. These characteristics, or resemblances, will be found more or less constantly, especially among rival founders. A certain style will be brought out, and immediately catch the public fancy, and forthwith other founders will get up about the same thing under another name. Printers, there- fore, dislike to buy much conflicting type. Compare Winchell with John Hancock for weight, although one is not a steal from the other. Look for characteristics among all the styles. In determining display these specimen pages will also be of great assistance. Counting a line of letters will get pretty near wording possibility. It will be easy also to ascertain the number of words in one or more square inches of such types as Caslon, Avil, etc., these specimens here shown being sufficiently extensive for this purpose. For Roman, either Old Style or Modern, consult table giving possible number of words per square inch for all sizes. The borders shown herewith will suggest themselves in many ways, and while one should aim to use them sparingly, yet so many chaste border effects are possible, that every ad. writer needs to study their possibilities. Note 36 point border No. 3628 around the page of Caslon. The ample white margin between type and border is particularly efficacious. It will be of interest to compare Border No. 2407 surrounding Avil specimens with that used in certain Victor ads. The latter was my own creation — the former an imitation. 20 TBf TNI AND Saint Louis flSF ^ TYPE CASLON OLD STYLE SERIES n-vo.. Wf Chicago ^^L, FOUNDRY TheGenuineFace— reproduced by pkkmission of the Caslon letter foundry, London „ „ . 4a 3A, $13. 40 IS-Polut Border No. ia69-Fout of 24 inches. $1.00 72-Polnt CaalQu Old Style L. O. $4.85. C. $8.55 MODE Raised 8-Point Caalon Old Style 48a 18A, $2.26 L. C. $1.26. C.*1.00 INLAND TYPE PLEASES the workman, the proprietor and the customer. It is seldom they are pleased in any other one thing. Standard Line Unit Set Type delights all. It satis- fies the customer and makes him come back; it satisfies the 12-Polnt Oaslon Old Style 32a 16A. $2.80 L. C. $1.45. C. $1.35 ONE HUNDRED per cent per annum in dividends is what Inland type will pay you. It will enable you to do additional work without increa la-Polnt Caalon Old Style 20a lOA. $3.20 L. C. $1.00, C. $1.60 YOU CAN'T afford to buy anyotherthan Inland Type because of its superior labor aa 3A, $6.00 42Polnt Caslon O. S. L. C. $2.80. C. $3.20 INDUCES Best Makes 7b 4A. $5.00 36-Point Caslon O. S. L. C. $2.35, O. $2.65 TRUE LINE Better Goods 9a 4A. $4.30 30 Point Caalon C. S. L. C. $2.30. C. $2.00 SURE MONEY Inland Products 12a 5A. $3.60 24-Polnt Caslon O. S. L. C. $1.90. C. $1.60 REDUCES LABOR Standard Line Type 6-Point Caslon Old Style 60a22A. $2.00 L. C. $1.15. C. $0.85 IF YOU USE INLAND TYPE YOU will please your customer better than if you use the other kind — hence, more trade. If you use Inland type you will keep your composition expenses con- siderably lower than if you use the other kind — hence, greater profits. If you use Inland type you will please your comps. 10-Polnt Caslon Old Style 44a 16A. $2.50 L. C. $1.40, C. $1.10 TIME-SAVING TYPE All that the name implies. Often it amounts to fifty per cent. The Inland's representatives are at all times pleased to demon- strate. A trial convinces 14-Point Caslon Old Style 26a 14A. $3.00 L. C.$1.50. C. $1.50 NO ONE WHO has not kept track of the time saved by using Inland type in time-table tariff and all kinds of folder work, etc 16a 8A. $3.30 20-Polnt Caslon O. S. L. C. $1.70. C. $1.60 20a 9A. $3.20 18-Polnt Caalon O. S. L. O. $1.70. C. $1.50 SIMPLE TYPE FACES UP-TO-DATE PRINTERS Conducive of Highest Art Inland's Standard Line Type 6a 3A. $g.OO 64-Polnt Caslon Old Style L. O. $3.70. O. $5.30 BOUND Extracts 21 00 INLAND _ , . ^. _ ^ ^ Sain. Louis ^^ 00 TYPE CASLON OLD STYLE SERIES ;,■':: oo New York Ol^ F vJ U JN Ulx 1 The Genuine Face— Reproduced by permission of the Caslon Letter Foundrv, London Buffalo "*' 00 00 12-Point Border No, 43 — Font of 6 Inches, 40o Ancient The only other particulars regarding the Ti| 1 1 use of movable type by the Chinese (apart iVietnoas fj-om those now being made from molds) Retained are taken from a letter sent to the North China Daily News by Rev. A. Elwin of the church missionary society, wherein he gives an account of a visit paid to an old Chinese printing establishment, in a place called Wangdofang, in the Chuki district, about sixty miles directly south of Hangchow. The printing was being temporarily carried on in the large ancestral temple which is connected with the village. In the large central hall of the temple were placed about twenty ordinary tables. On the tables the cases of type were spread out very much after the home methods, but, of course, taking up much more room. When Mr. Elwin |l4Poinll THE inside of this block was hollowed out to a depth of say one-quar- ter inch, and this depression was still farther hollowed out into grooves three-quarters inch deep. The block which Mr. Elwin saw had twenty- nine of these grooves, each groove being filled to the depth of about one-quarter inch with ordinary thick clay. With his copy before him, armed with a small pair of iron pinchers, the man began his work, character after charac- ter being transferred from the case and firmly pressed [12-PoimJ ALL was now ready for the printer. He, having received the form, carefully brushed the ink over the type. He then took a sheet of paper, laid it on the job and presseil it down all over so that it might be brought in contact with every charac- ter. He then removed the sheet and examined each character; some were not quite straight and these were care- fully adjusted with the pinchers. So far as Mr. Elwin could see, the type was never touched with the fingers. After sufficient copies had been struck ofif, the type was distributed, each character being returned to its par- ticular box. The type in the form was of three sizes, but, instead of being adjusted by spaces, each charac- ter was kept in position entirely by the clay upon which it stood. The characters were square, and made of lioroiiuj Se.PolDt Border No. 302a-I'uiit ol JU iochou, *1.80 22 Met X-.TT . »TT^ Saint Louis " i. Ty^e' AVIL series ^cwI;^ 4> J^^ FOUNDRY ORIGINAL Buffalo ^ '* * 18-Polnt Border ijo. 184B-Font of 24 Inches, $1.00 L. C. $3.35. C. $5.90 , ,» «Qos 60-PolntAvU ^. ^. »-.- ^"."■ 4a 3A. $9.25 ^^ RECORD Breaker 42a 20A. $2.50 10-Polnt Avil L. C. $1.30. C. $1.20 9a 5A. $5.00 36-Polnt AvU L. C. $2.35. C. $2.65 THE WIDE-AWAKE ADVERTIS- ing man is becoming more and more con- vinced fliat a distinctive style of display lefter is as essential to ftie effectiveness o{ Kis advertising as is a distinctive style for its Headings to a newspaper. Quite a num- ber of large firms follow fliis plan; ofliers are gefiing in line. Tbe idea is a good one. Anyfliingwbicb adds to ffie aftractiveness and distinctiveness of an advertisement, wbeflier it be illustration or artistic type display, arrests attention, ffie first requisite of good advertising. Tbe successful ad- vertiser knows fliat by Having His adver- ea4A, $7.25 CHOICE MODELS Inland's Great Strides 12a 5A, $4.30 aOPolnt AvU L. C. $2.30, C. $2.00 HANDSOME STYLES Artistic Printers Delighted 48-Poiiit AvU L. O. $3.15. O. $4.10 Makes PROFIT Greater 8-Point Avil 14a 6A. $3.50 24-Polnt AvU L. C. $1.80. C. $1.70 60a 2dA. $2.25 L. O. $1.10. C. $1.15 THE INTRODUCTION OF STANDARD LINE Unit Set Type, with its many labor-saving features. 19 of vast importance to all printers, because by its use fliey can do superior work at a great saving of time and labor, as well as saving a large amount of material, and consequently its first cost. In all offices ftic amount invested in type is small wben compared wiUi flie yearly expenditure f<.r wages in flie composing-room. It fherefore follows that type whicb accomplishes flie saving of, say. only ten per cent in labor will cost flie proprietor nofliing. as it will pay for itself in a year, and fliereafter yield a large profit a-Potot AvU 62a 28A. $2.00 L- C. $1.00. O. $1.00 ONE GREAT ADVANTAGE OF INLAND TYPE IS ITS availabiluy. If you order a special outhl lor a tanlf. time-lable or folder In case you lose ftie job you can use Ibu maleiial .11 your oier work, as It .s all rejular. and you do not require special ligutes. special leaders, special justibers or special anythinj else wifli Inland type. But fli.s Is not such a big advanlaje as it would at first appear. Wby? Because you » ill never lose flie |ob. It will cost file other fellow, not equipped wifli Inland type, roore to turn out &e work flian you charge &e customer, and yel you make a larger profit &an &e old way. Inland type is adapted lor any printing. In accuracy, durability and style il has 00 rival GOOD BOOKLET LETTER Out-of-flie-Ordinary Avil Series 22a lOA. $3.20 18-Polnt Avil L. O. $1.65, C. $1.55 ITS OPEN CUT INSURES SHARP Impression on Rough Paper Stock $25 30a 18A. $3.00 14-Polnt AvU L. C. $1.50. O. $1.50 SMALLER SIZES OF THIS AVIL SERIES Are Adapted to Stylisk Work on Laid Book Papers 38a ISA. $2.80 12-PolDt AvU L. O. $1.40. C. $1.40 INCREASING DEMAND FOR VIRILE TYPE FACES Brought on flie Production of {he Most Handsome Avil Series I4. O. $4.60. C. $7.66 . .,„„,. 72PolntAvU ^. v/. »^ ■,■■-- I 3A. $12.25 ^ ^^ HOME Installed 23 P INLAND Saint Louis UU m TYPE A VIL SERIES ^.i-York JJ ;; FOUNDRY oKicNAL ""^s: m MnmmmmmmmmmmmmmmmmmmmMmmmmmmmmmmmm 12-Poiut Border No. 44 — Font of 6 inches. 40c. ^?????r?r??rf??r?r??rr??r?r???r??r?r??rmr?rr?r???r?r?r4 Ancient Metkods Retained The only omer particulars regarding {he use of mov- able type by uie Cninese (apart from fliose now being made from molds) are taken from a letter sent to {he Nor{h China Daily News by Rev. A. Elwin of {he church missionary society, wherein he gives an ac- count of a visit paid to an old Chinese printing establishment, in a place called Wangdofang, in {he Chuki district, about sixty miles directly souui of Hangchow. The printing was being temporarily earned on in {he large ancestral temple which is connected wi{h {he village. In {he large central hall of {he temple were placed about twenty ordinary tables. On {he tables {he cases of type were spread out very much after {he home me{hods, but, of course, taking up much more room. When Mr. Elwin entered {he hall one man was engaged in se{ting up {he type, ano{her was printing. The man set- ting up {he type stood before a table upon which was what may be [H-Polnt] THE. inside of {Kis block was nollowea out to a depui of say one-quarter inch, and fliis de- pression was still farfiier hollowed out into grooves about {hree-quar- ters inch deep. The block which Mr. Elwin saw had twenty-nine of mese grooves, each groove being nlled to flie depth of about one- quarter inch wifli ordinary {hick clay. Wim his copy before him, armed wifli a small pair of iron pinchers, {he man began his work, character after character being transferred from {he case and firmly pressed into {he clay. When {he form was complete a flat board was placed on top and fhe characters [12-Pom.l ALL was now ready for fhe printer. He, having received me form, carefully brusned uie ink over file type. He flien took a sheet ot paper, laid it on me job and pressed it down all over so tnat it might be brought in contact wim every character. He flien removed fhe sheet and examined each character; some were not quite straight and fnese were carelully adjusted wim fne pinchers. So far as Mr. Elwin could see, flie type was never touched wifli fhe fingers. After suificient copies had been struck off, fhe type was distributed, each character being returned to its particular box. The type in the form was of fliree sizes, but. instead of being adjusted by spaces, each character was kept in position entirely by flie clay upon which it stood. The characters were square, and made of some hard wood. The men told Mr. Elwin fliat [10-Po,ntl ?iiauiia^iaaiiiauaaauuiiauauaauiuiai^ 24-PuiQt Border No. 2407 — Foutof 24 laches, $1.60 24 (0) INLAND CCDTCC Newfer f # TYPE AVIL SERlEb chical ^ # FOUNDRY ORIGINAL Buffalo # 12-Polnt Border No. 1295-Foiit of ii4 liichea. $1.00 # A N C I E N T The only oflier particu- # $ METHODS lars regarding &e use of ^ ^ RETAINED movable type by {he Cki- ^ ■««■ nese (apart from those »« 'W now being made from molds) are taken m^ QP from a lefter sent to flie Norfli China (0) ^ Daily News by Rev. A. Elwin of flie ^ /i& church missionary society, wherem he ^k jMc gives an account of a visit paid to an ^ # ^ ' "^ ^ ^^ /^^ ^^ tables #ie cases of type were spread out ^ak dD II very mucli after {ke home mefkods, but, of i||| # course, taking up muck more room. When ^f^ Mr. Elwin entered {be ball one man was engaged M^ ^||S in setting up {be type, anoiber was printing. Tbe Q^ ^ic man setting up {be type stood before a table upon ^ak ^ID wbicb was wbat may be called a Cbinese "cbase. \||| #It was a solid block of bardwood, about twenty- ^j^ two incbes long by fifteen incbes broad and perbaps m^ ^H^ tbree incbes deep. Tbe inside of {bis block was Q^ ^^ bollowed out to a dep{b of say one-quarter mcb, -^ QID and {bis depression was still far{ber bollowed out (|II 30-Polnt Border No. 3095 — Font of 18 Inchea, $1.50 25 t I t r r r t t r t i i t t t t r r r r r r r t r r r r r r r r r r r T ~r ~r ~r ~r /kik INLAND S'>i°t Louis A A •"J TYPE WINCHELL SERIES -- r ;!!! ^^^^ FOUNDRY PATENT PE>0..0 ^^•:7af: 6ii WINCHELL SERIES PATENT PENDING 24-Poiut Border No. 42-Fout ot O inches, 50c. 16a 9A. $3.25 L. C. $1.65. C. $1.60 22a 12A. $3.0O L. C. $1.&6. C. $1.45 THE AIM OF A GOOD A DISPLAY TYPE bearing Advertisement is to Pro- *^^ Essential Stron| & Legible Characteristics is Here iShown duce a Lasting Impress Manufactured by the Inland aaa 14A, $2.75 L. C. $1 .40. C. $1.36 COPY THAT HAS AN ATTRACTIVE property as its main feature has caused many an advertiser to drink a deep and bitter draught from the cup of disap- pointment. Attract- iveness is really Qa SA. $3.60 24-Point L. C. $l.eOl O. $1.90 WINCHELL Is the Strongest 9a 4A. $4.26 30-Polnt I.. O. $2.30; C. $1.95 LETTER FOR Chaste Effects lO-Point 30a 16A. $2.50 L. C. $1.26. C. $1.25 COPY THAT HAS AN ATTRACTIVE PROP- erty as its main feat- ure has caused many an advertiser to drink a deep and bitter draught from the cup of disappointment. Attractiveness is not necessarily a virtue 6-Point 42a 20A. $2.00 L. C. $1.10, C. $0.90 COPY THAT HAS AN ATTRACTIVE PROPER- ty OS Its main feature has caused many an ad- vertiser to drink a deep and bitter drautibt from the cup of disappoint- ment. Attractiveness Is not necessarily a virtue In advertising. It de- pends. If effectiveness be combined with at- tractiveness, then the combination and the result Is sure to be a happy one. There are thousands of people In 6a 3A. $5.00 L. C. $2.45. C. $2.55 IN AD- WORK Has Dignity $4 4a 3A. $7.50 L. O. $2.85. O. $4.65 SIMPLicity 4a 3A, $12.05 8-Polnt 3ea20A. $2.25 L. C. $1.15, C. $1.10 COPY THAT HAS AN ATTRACTIVE property as its main feature has caused many an advertiser to drink a deep and bitter draught from the cup of disap- pointment. Attract- iveness is not the sole consideration in advertising. It depends. If effect- iveness is so com- L. C. $4.55. C. $7.50 INIMITable 4a 3A, $15.75 L. O. $5.95, C. $9.80 PRODuction 2« •$• "^ "^ •^V 4" •^^'ith point- body brass rules and leads, and on the other permitting tight and perfect justification in narro^v columns, ^'hich was for- merly an impossibility. This not only saves time in the 4a 3A, $13.30 6' L C $1.75. C, $1.75 STRONG TYPES Attract Business cut features. They are design, as well as strong a value to the advertiser 8-Point 30a ISA. $2.25 L. C. $1.15. C. $1.10 INLAND TYPE THE WORLD STANDARD The type products of the Inland are uni- versally admitted to be the standard of the ■world and inimitable for their scientifically accurate and cleanly unique and original in and legible, and possess unapproached by others L. C. $5.50. C. $7.80 CHOICE Face 14a OA. $3.20 L, C. $1.70 C$1, SO 18a 12A. $3.00 L. C. $1.50. C. $1.50 TO PLEASE THE EYE THE HEARST series has is One of the Aims of Gained an Enviable Record a good Ad and easily gained by 5a 3A. $5.00 L. C. $2.25. C. $2.75 among lead- ing advertis- ers.iyiarshall EFFECTIVE Uearit $2 and AF tlStlC always use it the use of ^ ^ ^ • ^ • Field ty* Co. 82 | feature of Inland Type is its are too large or too small, loo light ■ I ^k I I » J W V f 1 accuracy. Accuracy of face or too heavy. They are iusi as they ■ I ^ I J ^M M M \^ M gives Style and beauty to the should be, uniform and accurate. M. M. ^ JL.^ %,^ M. M^ ^^^ work and invariably pleases 4a 3A, $16.30 84-Point L. O. $6.40. C $9.00 HANDsome 14-Polnt ISPolut 24al2A,$3.0O L.C.$1.50. C.$1.50 5a 3A. $9.00 64-Polnt L. C. $3.76. O. $5.26 20alOA.$3 20 L C $1.60.C.$1 70 NOTORIOUS T T^/^^ •tt HARMONY Among Particular I F^ I wl f^ I f^ Produced With Advertisers JL/ i^ V.^ 1 l^ 1 V^ MacFarland 4a 3A. $13.00 72-Polnt L. C. $4 90. C. $8.10 Plain TYPE 14a 7A. $3.30 20-Polnt L. O. $1.65. C. $1.65 9tt 4A. $4.30 SO-Point L. O. $2 25. O. $2.05 , USEFUL .DESIGNS FINANCED Invariably Originated by the ivyr t r^ - j. ct^r' Inland Type Foundry Modem Print $5 lOPolnt 12Pnlnt 86al6A.$2.50 L.O.$1.40,O.$l.lO Oa 3A. $6.00 42 Point L. C $2 85. O. $3.15 32a I5A. $2.80 L.C.$1 .45. 0.$1.35 STANDARD LINE T TIVTTT^ O ^ .i- A NOTABLE Unit Set Type is Slogan I j X^ I I ^\f^l" Production Admired of the Inland VJ 1 iX X C-/wL Wherever Used 4s 3A, $9.75 eO-PolDt L O. $3.ao. C $6.15 GRACE Galore 34 N ^ »«i ■^^ ■^^ 11^^ ii^^*» I ON UNIVERSAL LINE NICKEL-ALLOY METAL THIRTEEN SIZES, POINT SET Po\vell Series , KEYSTONE TYPE FOUNDRY, PHILADELPHIA and NE\^ YORK 22 A 44 a 6-Point $2.00 THE MAJORITY OF PRINTERS HAVE CONCEDED MANY MERITS IN THE KEYSTONE'S PRODUCTS Few lack accurate information on the subject. If these ic-w could step into the Foundry and see the vast quantities of type and material that printers are ordering, they Avould soon come to the conclusion that Universal Line, Nickel-Alloy. Point Set Type is the best type made — and it is. One of the principal qualifications of good type is durability or staying; power of the metal from which the type is cast 12345b7890 20 A 40 a S-Point $2.25 WITHOUT WEARING QUALITIES, FACES ■WILL ROUND AND BECOME VERY BOLD Nickel-Alloy has proven its value to all printers who have used it, and they state that it is the best type metal they have ever used; and substantiate the fact by their many orders for Keystone Type cast on Universal Line, a time-saver all the time 16 A 30 a lO-Pomt THERE ARE NO AIR-HOLES IN NICKEL-ALLOY METAL TYPE No effort or expense ■was spared to make our type metal the best possible to attain, and it requires no learned sage to tell us that we have succeeded ISA 28a 12-Foint $2.75 DON'T \^AIT UNTIL YOU LOSE THE BEST PATRONS Order Powell Series and. you can keep them with you always, and it attracts new ones as well $ 1 23 12 A 24 a 14-Point $3.00 A TYPE THAT CATCHES THE EYE IS VALUABLE Advertisers desire type that can be easily read, this Series is adapted for Display W^ork 9 A 18a 18-Point $3.25 OLD LINE SYSTEM CAN NEVER LAST Make your Job Office pay, use Universal Line 24-Point $3.50 USEFUL JOB SERIES Attractive Results 1 23 30-Point $4.25 NEAT DESIGNS Produced in Color $5.00 FINE PRINTS Series of Po^vell 42-Point 6.25 BOY FIRED Hit the Mark 48-Poin* $7.50 RED Chiefs 60-Point $10.00 Sick PIG 72-Point $14.00 Flashed 35 ro'ty^'u'u'u'c The Cardinal Series * 24 A 6-P(JlNT ?2.00 HE CELEBRATED Nickel- Allov Type Metal will be found to outwear that of any other type made. In our own. as well as in foreign countries, wherever Keystone Type has been put to the test, it has always been found to retain the sharp outline of the character much longer than type cast from any other metal. It must therefore be apparent that Keystone Type possesses a two-fold virtue —strength and durability. Do you use up-to- date. Point Set type madeon Universal Line of Nickel-Alloy metal? The many advantages to be derived by using this new combination will unquestionably prove to all the type-users that everything said concerning Universal Line and Point Set is positively the same as represented and now that it is becoming more popular every day, further introduction is almost unnecessary. One can readily see the old system of cutting cardboard and paper for justification is a thing of the past, and Point Body, Point Line and Point Set has become the standard of the day ^ Made of Nickel-Alloy Type Metal on Universal Line and Point Set By the Keystone Type Foundry Philadelphia and New York a-POINT RUNNING eOflDER NO. Bt6, CER FONT OF B FEET, |l.eO mill ¥¥V¥¥V¥i/:¥¥¥¥¥¥¥¥V¥¥V¥¥¥¥¥¥¥iPAnA' ■SI A 41ii S-P(iiNT ^2.i> IT IS A RARE OCCURRENCE TO FIND ANY TYPE FACE THAT IS EQUALLY OF VALUE For both Job and Book Composition — That suits either the Brochure and Catalogue or the highest class of the Office Stationery, and is especially adapted for neat work SUCH SERIES IS OF GREAT VALUE And it doesn't take a practical printer very long to see the Cardinal Series in this light as it is suitable for all classes of Printing THERE ARE OTHER THINGS That make this Series popular; it's made of Nickel-Alloy Metal and cast on the Universal Line System HA 2Ca H-I'i.iNT t:;,i«i THE PRINTERS' FAVORITE Type for Neat and Attractive Work that pleases 1234567890 Id A 21) a IS-PcilNT ?;!,i') MANY TYPE SERIES Found in Modern Shops tiA 12 H 24-PciIS'T .*;i.r)ll The County FAIR HORSE to Ride 5 A 8a 36-P(iINT ?V0« Tracks FINE $('..2S DAN Patch ■1 A 7 A 48-l*01NT -fT-'iH Meat PIE ^liillPIIIIII^IIIIII^IIIIIIP 38 m lO-Point HAVE YOUR CASES FILLED WITH Type cast from the Celebrated NickeU Alloy Metal, the best type made 25,687 15A 30a 12-Point $2.75 USE LAUREATE TYPE SERIES On Universal Line and Point Set 12 A 24 a 14-Point $3.00 NICKEL-ALLOY METAL Type will stand hard usage 9 A 18a IS-Point $3.25 THEATRE REPORT Shows its Profits $753 5A 10a 24-Point $3.50 Landing BOAT 5A 9a 30-Point $4.25 TRICK Maker 36-Point $5.00 New IDEA 3A 5a 48-Point $7.50 HIS Belt 3A 4a 60-Point $11.20 United 72-Point $14.70 Metal XNr-jG BOnOE f m m m m m m m ^_ m •$• •^p. '^/i? mssmBSt5^&SM^ss^smss!SMS!SSi!sms!Sitms^:^ss 6-Point t2.00 It is not growing like a tree In bull<. doth make man better be. Or standing long an oak, three hundred year To fall a log at last, dry, bald and sear, A lily of a day Is fairer far in May, Although it fall and die that night It was the plant and flower of Hght I "Ben Jonson ' ^ The Laureate Series Made of Nickel = Alloy Type Metal on Universal Line and Point Set By the Keystone Type Foundry Philadelphia and New York 2 A 40 a 8-Point $2,25 A sweet attractive kind of grace, A full assurance given by looks, Continual comfort in a face. The lineaments of Gospel books — I trow that countenance cannot lye Whose thoughts are legible in the eye. "Spenser" e-POiNT RuNr«lNG eOflOEd NO. 39; PEft FO»«T OP % FEET, tt.50 sBnsMasMasMaKMajBgstBsaaeMasi^^ 39 si^^eii John Hancock Series of Type MADE IN THIRTEEN SIZES ON UNIVERSAL LINE. POINT SET. OF CELEBRATED NICKEL-ALLOY METAL 20 A 38 a 6-Point $2.00 PERSISTANT ADVERTISING IS SURE TO ATTAIN MOST PROFITABLE RESULTS When bold face type used Judiciously In an attractively displayed advertise- ment It Is bound to catch the eye ol an ordinary reader and create praise and comment from the observer $123,456,789 18 A 32 a 8-Point $2.25 THIS HANDSOME SERIES, MADE IN THIRTEEN DIFFERENT SIZES Of Nickel-Alloy Type Metal on Universal Line, a combination tbat guarantees usefulness as well as longevity of the faces 15 A 30 a 10-Point $2.50 DISCARD YOUR OLD AND OBSOLETE TYPE FACES Re-stock your plant with new and up-to-date taces tliat are dividend payers 14 A 28 a 12-Point $2.75 HARMONY OF DESIGN Is essential in job-ivork as well as ads. along with the paper 12345678 12 A 22 a 14-Point $3.00 LEADS AND SLUGS Arc necessary in all print-shops; be sure you have sufficient 18-Point $3.25 NICKEL-ALLOY TYPE Stands the Impression 24-Point $3.50 BOLD TYPE PAYS Profits $123,456.78 5A 8a 30-Point $4.25 FISH CAUGHT Shad and Pike 36-Point $5.00 NEW Sliade 42-Point $6.25 Road CAR 48-Point $7.50 >>/^ TIE Held 60-Point $11.30 Earthen JUG 3A 4a 72-Point $13.85 OLD Matcli THE KEYSTONE TYPE FOUNDRY PHILADELPHIA AND NEW YORK BOHDER MO. I«S. PCR FOIT OF 4 FEET. ti. I 40 eloign HancocR ExterKled IVIade In twelve sizes on Universal Line, Point Set. of NIcKel-Alloy Type Metal F»RI1\JXERS' XYF»E IVicRel-Alloy IVIetal 18-Point $3.25 POINT BODY And 24-Point $3.50 STANDING On the Line 3A 5a 30-Point $4.55 Notice 75 3A 5a 36 -Point $6.55 42-Point $8.20 IVIodel 15 A 28 a O-Point $2.00 AIM UP-TO-DATE EXTEMDED LETTER IS JUST THE THING Printers are looking lor such, to complete their olflce. The John HancocK Extended Type Series can be used in any Job or Newspaper Ad., wherever an extended letter Is required 14A 24a 8-Point $2.25 A. JOB OR AIM AD. SEX IN THIS EXTENDED TYPE Will supcly please every customer. Jolin HaneocK Extended Series is cast on Universal Line, Point Set, ol NicKel-Alloy IVIetal 10 A 20 a 10-Point $2.50 GET THE LATEST AIVD BUY IT NOW A. little money will buy tlie latest type series, and it will aid your business and insure profits 9 A 18 a 12-Point $2.75 H i» 3A 4a 48-Point BRASS RULES AND BORDERS Ape mostly used to improve tlie neat and eatctiy appearance 359 $11.25 60-Point $17.35 Best FIX KEYSXOIVJE XYF»E EOUIMDRY nbiladclpbin and New York = FONT C* » TEtT , tl 41 NIAGARA SERIES Nickel-Alloy Type Melal, Universal Line, Point Body and Point Set THE KEYSTONE TYPE FOUNDRY PHILADELPHIA : NEW YORK 1 RESTO aORDtn, PER FONT, 11. C 6-Point MOST SUCCESSFUL PRINTERS USE ITALIC DISPL/tV LETTERS ON UNIVERSAL LINE, POINT SET, OF NICKEL -ALLOY METAL Many valuable hours were lost by the old system, adiusting with strips oi paper or cardboard. The new system. Universal Line, is used by many printers and publishers for its labor-saving and also 10-Point A LETTER FOR GENERAL USE IN TYPOGRAPHY. BRINGS GOOD REl Printers making a small investment i Niagara Series, will positively accom 14-Point THE FALL COMES DOWh A FEARFUL RUSH AND A of 162 feet, and after start river. Beautiful scenerie 8-Point A SUMMERNIOHTS FESTIVAL FOR THE BENEFIT OF THE POOR WILL BE HELD AT NIAGARA FALLS PARK On this occasion the falls and the park will be decorated and the Buffalo Brass Band will play the best selections THE PRICES 6-Point,28A 52a. $2.00 8-Point, 25A46a. 2.25 10-Point, 22A 38 a, 2.50 12-Point,20A34a, 2.80 14-Point, 18A 26a, 3.00 18-Point, 12A18a, 3.20 24-Point, 8A12a, 3.50 30-Point, 7A10a. 4.30 36-Point, 5A 9a. 5.50 48-Point. 5A 7a. 8.50 60-Point. 4A 6a. 12.00 72-Point. 4 A 5a, 14.25 Complete Series, $63.80 ORT STORY /\BOUT THE WELL NIAGARA RIVER AND FALLS ated on the northern part of the r, running down to ^5^567890 12-Point 18-Point NING UP THE LME vlng against the tide es out tlie sailor and , 24-Point I AN ITALIC LETTER Attractive in Display 48-Point WINTER Residence 60- Point Best of PRINTS 72-Point MADE Profits on D ■ * 36-Point X 30-Point ^^^ ^^ Leading STORE I Timber FAIR 1 MODERN LINING ROMAN No. 510 e POINT LINING ROMAN NO 510 After speech and after writing, which hatl been the slow growth of the ages, the art of printing should l« regarded as next in importance. It has been called the "art preservative," the "nurse and preserver of all the arts," while other expressions in similar vein have been applied to it. and surely, if it had no other claim to our gratitude it would be worthy of all honor. To preserve for posterity the records of the past, the discoveries of science, the imagination of genius, the greatest thoughts of the greatest minds, nothing could more properly claim our consideration and our re- spect. But printing has done more than this. Besides being a preserver of human thought and the record of humanaction.it has been an instructor and acivil- izer of the human race. While it disseminated knowl- edge more widely and more rapidly than the hand of the scribe, it was also more reliable and accurate, for it multiplied copies which were exactly alike, and did not suffer from changes and errors in copying, which were only too numerous in the manuscripts, no mat- ter how conscientious and devoted the scribe might be. And he was not always overscrupulous in adher- ing to the text i/a tin-n oj a letter or an inserted live miofit help his doctrine or theory. The mult iplieat ion oJ printed Loner case a to z. 15^4 .Jma 8 POINT LINING ROMAN NO 610 After speech and after writing, which had been the slow growth of tlie ages, the art of printing sliould be regarded as next in im- portance. It lias been called the "art pre- servative," the "nurse and preserver of all the arts," while other expressions in similar vein have been applied to it, and surely, if it had no other claim to our gratitude it would be worthy of all honor. To preserve for posterity the records of the past, the dis- coveries of science, the imagination of genius, the greatest thoughts of the greatest minds, nothing could more properly claim our con- sideration and our respect. But printing has done more than this. Besides being a pre- server of human thought and the record of human action, it has been an instructor and a civilizer of the human race. While it dissemi- Lower case a to i, HH *^'"* POPULAR AND PROFITABLE ADVERTISEMENTS Intelligent advertisers always select the sheet which CIRCULATES among their distinctive line of customers 9 POINT ARTISTIC BIRTHDAY INVITATIONS Our designs have set the standard for the most dainty effects at reasonable prices HARVEST PEOPLE SHOUTING Greatest crops for many years and the prices rapidly soaring upward 8 POINT SOME REMARKABLE PECULIARITIES Man is a nomad. In his natural state he is HAMPERED by the conventionalities of society 10 POINT EXHIBIT MENTAL ENDURANCE Health is the soul that animates all of the enjoyments which this life affords MODERN SCHOOL BOARDS Teaching methods changed with BETTER results in the aggregate Specimens are partlv opened with I point leads After speech and after writing, which had been the slow growth of the ages, the art of printing should be regarded as next in importance. It has been called the "art preservative," the "nurse and pre- server of all the arts," while other expres- sions in similar vein have been applied to it, and surely, if it had no other claim to our gratitude it would be worthy of all honor. To preserve for posterity the re- cords of the past, the discoveries of science, the imagination of genius, the greatest thoughts of the greatest minds, nothing could more properly claim our consider- ation and our respect. But printing has done more than this. Besides being a Lower ca3e a to i. 13 ems 9 POINT LINING ROMAN NO 510 After speech and after writing, wliich had been the slow growth of the ages, the art of printing should be regarded as next in importance. It has been called the " art preservative " the " nurse and preserver of all the arts," while other expressions in similar vein have been applied to it, and surely, if it bad no other claim to our gratitude, it would be worthy of all honor. To preserve for posterity the records of the past, the discoveries of science, the im- agination of genius and the greatest thoiKjIds of the greatest miiuls, nothing could more properly cluiin our respect and Lower case a to z, \'I 3-S ems 10 POINT LINING ROMAN NO 510 AMERICAN TYPE FOUNDERS COMPANY. CHELTENHAM OLDSTYLE SERIES DESIGNED. CUT AND CAST ON THE AMERICAN LINE. PATENT APPUED FOR AND REGISTERED BY THE AMERICAN TYPE FOUNDERS CO. 6 Point 20 A $0.90 40 a $0.85 $1.75 DESIGNATE THE UNES OF PRINTING FOR WHICH THE JENSON Old^Ie is adapted and you have named the class of work for Which the Cheltenham type is available. And yet is an entirely different letter, as much so as the Jenson Old^yle is from the DcVinne n I'uint l.'i A Sl.l-'> 30 a $1.10 $2.'J.'. AMERICAN TYPE FOUNDERS COMPANY Leader of Fashions for Pnnting World Everything necessary for full equipment of printery 1-.; roilil 1.5ASI.-') :!U ii .$1.J.> $2.50 GUTENBERG, ROYCROFT & CHAUCER Standard and classic publications are Now obtainable from this well-known company 14 Point 12 A $1.45 24 a $1.30 $2.75 SEVENTH ANNUAL EXHIBITION Lovers of Art invited to attend Raphael Arties Club on Mora Street 18 Point 10 A $1.05 18 a $1.35 $3.00 ELECTRIC JOB PRINTING Dividend Paying Types Cheltenham Old^yle Character 7 A $l.yO 12 a $1,130 $3..)0 MODERN FASHIONS New Usable Faces Fine American Quality 30 Point 6 A $2.50 9 a $1.75 $4.25 LEGIBLE FIGURE Plain Readable United $498 States S Point IS A $1.00 3li a $1 00 $2.00 THE CHELTENHAM OLDSTYLE BIDS FAIR TO RIVAL IN Popularity the ju^ly famous Jenson Old^yle, the Continued use ol which is simply marvelous : this is not surprising 10 Point 16 A $1.10 32 a $1.05 $2.15 READING IS MADE REAL PLEASURE IF THE Cheltenham Old^le type is used to convey Favorite author's expressions or thoughts to the mind The Cheltenham Old^yle is an excellent body type for magazines, trade papers, educational and religious periodicals, also for booklets, folders and other literature devoted to advertising. The eye is not wearied by prolonged reading of Cheltenham print.be- cause the type, though thin and compa(5l, offers to the reader an extremely legible face. Fully twenty per cent more matter can be set with Cheltenham in a given space than with any body letter now in use. By thus compacting the words, the white spaces between them are intensified, giving them much more prominence as words. The human eye sees only the upper half of a line of type. The lower half may be cut away and the line can be read easily. This principle was taken into account when Chel- tenham was perfedled. Cheltenham has been chosen to exploit more high grade mercantile advertising now before the public than any other type face available. This is a sweeping statement, but true. Look at the Cheltenham specimen sheets until the type may be easily identified in every day use. Then note the universality of its use : Cheltenham will con- front the eye everywhere as the investigation progresses, thus proving the truth of its universal use. Your competitor with his Cheltenham is making new friends and drawing old friends just a little closer. Put Cheltenham at work in your cases and on your presses. It's a mighty type success. Let it win for you, as for others. 36 Point 6 A $2.60 8 u $I.<10 $4.50 ENDURING USEFUL DESIGNS Receiving Much Notice National Society for Improvement 44 CHELTENHAM OLDSTYLE SERIES DESIGNED, CUT AND CAST ON THE AMERICAN LINE. PATENT APPLIED FOR AND REGISTERED BY THE AMERICAN TYPE FOUNDERS CO. 42roln( 4 A ^a.OS 6 a $2.20 $.5.2.5 ORIGINAL AND USABLE Neat Quaint Styles Beautiful Results Obtainable 48 Point 4 A J4.00 6 a $2.7.5 .«r,.7.5 HANDSOME RETURN Secure Inve^ments Quickly Bring Dividends 3 A $4.S5 4ii $r,.15 $S.nO STRONG MERITS Unique in Charader !A.*6.40 4 a $4.10 $10.50 CREST HOUSE Seashore Resorts 45 CHELTENHAM ITALIC SERIES DESIGNED. CUT AND CAST AMERICAN LINE. PA TENT AND RECISTRA TION APPLIED FOR, 1904. BY AMERICAN TYPE FOUNDERS CO. 6 Point SpecialCharactersput up with font 20A 40a $2.00 'PROPHECIES ^TUCADE SOME "UIME JlGO IN 'REGARD ^O 'CHIS Letter not only have been fully 'Realized but ^Oen our i^HCoat Sanguine Expectations haOe been Qreatly Exceeded 8 Point Special Characters put up with font 18A 36a $2.25 THIS FINE SERIES MAKES THE SUPERIOR PRINTING Indispensable for Modem Booths or Magazines Equally Appropriate for Either Story or Display Column 10 Point Special Characters put up with font I6A 32a $2.50 H Point Special Characters put up with font 15A 30a $2.75 DESIRABLE TWENTIETH CENTURY TYPE ^PRESENTED 'UO EMPLOYING "PRINTERS Enhancing the Chances of (he Art Preservative of Arts Beyond Computation 12 Point Special Characters put up with font 14A 28a $2.75 BEAUTIFUL HARMONIOUS LEADEN 'thought ^M^essengers Conveying the Jldvertiser's Inducements 14 Point Special Characters put up with font 12A 22a $3.25 PRINTERS BEST FURNISHER Houses Situated Everywhere American Type Founders Company Tiecommended to 'Professional Craftsmen ^ver^^ivhere for Engaging JKCerit Cheltenham Italic Special Characters J^T>(SQrM^'PQu1l'UV& £1 h r J V w }) These Special Characters, in sizes larger than 14 "Point, are fonled and priced by themselves, and only sent when ordered. In 1 4 Point and smaller, the^ are put up and sold with the fonts. 18 Point Special Characters $0.75 per font lOA 16a $3.25 "PROMPT "DIVIDENDS JND "BUSINESS "PROSPERITY Used Extensively) b\) Successful "Discerning toasters 'throughout justness Circles 24 Point Special Characters $0.85 per font 6A 10a $3.60 DISTINCTIVE TYPOGRAPHICAL RESULTS Attract Constant Unchanging Customers 30 Point Special Characters $1.00 per font 6A 9a $4.25 SOMETHING "PRINTERS T>ESIRED (Modern Jlrtistic T^rinting Tiesults 36 Point Special Characters $1.10 per font 5A 7a $6.25 DESIGNER FOR PUBLISHER Numbering 1234567890 46 CHELTENHAM ITALIC SERIES DESIGNED, cur AND CAST AMERICAN LINE. PATENT AND REGISTRATION APPLIED FOR, 1904, BY AMERICAN TYPE FOUNDERS CO. 42 Point Special Characters $1.25 per font 4A 7a $6.25 HANDSOME RESER VES Being the Famous Letter Cheltenham Italic 48 Point Special Characters $1.50 per font 4A 6a $7.B0 3WMBER DESIRING T^rinting cMlachine.ry 60 Point Special Characters $2.00 per font 3 A 6a $10.00 MODERN FA CES Legible and Stylish 12 Point Special CharacterB $2.50 per font 3A 4a $13.60 "PRIZE MUST ylnswer Question 47 The Roycroft Series Designed, Cut and Cast on the American Line. Patent Applied for and Registered by American Type Founders Company 8 Point 15 A $0.90 30 a $1.10 $2.00 10 Point 12 A $1.05 24 a $1.20 $2.25 DISTINCTIVE CHARACTERS PRODUCE THE CLEAN GRACEFUL AND ATTRACTIVE DESIGN Striking Qualities of Mercantile Printoriai Work and Should Essential in Producing the Finest Magazines Receive the Greatest Consideration from Master Printers Receiving Many Compliments from Readers ISPmnt 7 A $1.45 12 a $1.56 $3.00 12 Point 10 A $1.16 20 a $1.35 $2.60 MODERN CHARACTERS exhibition of many publishers Handsome Beautiful Stylish J^^n^ly Printed Books by Noted Authors 24 Point 5 A $1.75 8 a $1.50 $3.25 30 Point 4 A $1.90 7 a $1.85 $3 75 ENCHANT MAIDEN DESIRING QUICK Original Householder Pnntorial Fashions 42 Point 3 A $3.10 6 a $2.40 $5.50 36 Point 4 A $2.50 6 a $2.25 $4.75 HOME SITE NIGHT MUSIC Right Design Earliest Season 48 Point 3 A $3.75 5 a $3.00 $6.75 FINER GOWNS MADE Desirable 26 Charaders fiO Point 3 A $5.65 4 a $3.85 $9.50 SPRING MODISTE Easter Hats Ruined 48 The Roycroft Series Designed, Cut and Cast on the American Line. Patent Applied for and Registered by American Type Founders Company 72 Point 3 A $7.25 4 a $4.75 $12.00 PRODUCTIONS Liberal Discount 96 Point 3 A $10.00 3 a $G.0O $16.00 CHARMED North Stand 120 Point 3 A $13.20 3 a $7.80 $21.00 PRINTER Merchant 49 WAYSIDE BANDS AND BORDERS ARE PATENT AND REGISTRATION APPLIED FOR BY AMERICAN TYPE FOUNDERS CO. Wap&iht Porberg Jf urnigf) berp sitrong contracts; of color, often requircb to giUe life to tf)e uniformity of plain tppe; tte tppe map be clear anb pleasiins. pet its! qualitp can be faafitlp intensiif ieb bj> tije proper jplacing of contrasting color, or its! effect Ijfigtteneb bp a £!pot of bnrmonious! gugges!tion. 3n siupplping ttje printer toitlj tbe best material for producing tbe greatest barietp of color results Bje IDapsibe Series stanbsalone anb gibe tbe most useful aSSort= ment eber offereb to tbe trabe. tlTbcse iPanbs anb (l^rnaments are mabe in tppes h^ American tlTppe Jfounbers Co., anb for sale at eacb of tbeir brancbes anb hp all tbe Special bealers in trabe centers of tbe bjorlb. ^enb pour orbers to tbe Selling place tijat is nearest to pou, in orber tbat pou map Secure tbe earliest Sbipment of tbe goobs. WAYSIDE BORDER NO. 473. 10 INCHES SI .r,Q A WORD ABOUT WAYSIDE BORDERS AND ORNAMENTS n The printer who has a good assortment of the Wayside Bands and Ornaments, in connection with Amencan Line type, has the best means of producing attractive and up-to-date work. Used intelligently and with a little artistic judgment, they mark the difference between the common- place and the distinctive. There is not another collection of typographic decora- tions that can equal them for effectiveness, and are so suggestive to the compositor. 480 DELROSE PLACE HARMON'S MANCHESTER, N. H. MODERN PRINTING SHOP • 44TS OOtf ^^•^^^^^^^^ ANNOUNCEMENT HVRD'S •4339 80e HATS •43^2 Tftfl 333 301! 50 WAYSIDE BANDS AND BORDERS ARE PATENT AND REGISTRATION APPLIED FOR BY AMERICAN TYPE FOUNDERS CO. FARMING HIGHLY DEVELOPED BY THE AGRICULTURAL DEPARTMENT 46 POINT WAYSIDE BORDER NO. 617 13 INOHES St. SO RELIABLE DATA FROM SOME EXPERIMENTS CONDUCTED UNDER THE PERSONAL SUPERVISION OF THE AGRICULTURE DEPT. COPYRIGHTED BY HON. NATHAN HARMON BATH, ME. KEPT IN STOCK AND FOR SALE AT ALL SALESROOMS OF THE ORIGINAL DESIGNER AND SOLE MANUFACTURER AMERICAN TYPE \ FOUNDERS CO. 73 POINT WAYSIDE BORDER NO dO 13 INCHES S3. 00 7Q POINT WAYSIDE BORDER NO Qia 30 INCHES S3. 00 72 POINT WAYSIDE BOHDER NO. 034 30 INCHES S3. 00 39 POINT WAYSIDE BANO NO. 461. 18 INCHES S2.00 BROCHURE ^<^ini^i*'^*'-' • • • • :^s rsfijs/tiss& Tjs& •>si 'Si^ ?>'ss '^^ >'£3 sa**^* f©?*>©5 i<^M^> i<^M^> • • •;«s ja'*^' >'£3 «a'' >'£3 sa*'^* f^?4>©^ i<^M^>, fe&>®5 r^^M^^^s fSr;^Jit^r^. Ts»M6SS& kTSsS V99j; • •" • • f@?4>@> I^M^) ^<^M^>, 73 POINT WAYSIDE BORDER NO. S04 30 INCHES S3.00 51 SPECIMENS or NEWSPAPER BORDIIRS A SHOWING or ATTRACTIVE BORDERS FOR THE NEWSPAPER AND MAGAZINE AD COLUMNS 18 POINT ART BORDER NO. 24, 60 INCHES, $2 00 THESE BORDERS ARE CAST ON SIX POINT AND MULTIPLES THE:REOr AND CAN BE PUT T0GETHE:R in very QUICn TIME. la !■,,.:, 1 Al'.T huli.jLU IlJ la to IM;ilEa $J 110 Made by AMERICAN TYPE FOUNDERS COMPANY. Originator b'i Advertisement Construction in General Winning Principles, Laws of Contrast, Style, Sym- metry, Classes of Readers, Laying out Advertising, Proof Reading and Specific Talks on Cause and Effect Much has been written on the thousand-and-one points bearing on the scientific construction of advertisements, but so far as my observation has led, I have never seen the component parts properly divided and considered in sequence. Books by the score have been published— some m series— but aside from a little wholesome, well-meaning talk that may tend to set the reader to thinking, almost nothing has been accomplished in a practical sense. I say this without any desire to criticise others, but to make plain my endeavor in the preparation of this work, which is a practical condensation of material that ordinarily should make four or five volumes instead of only one, and in this " boiling down " I believe I have made it just so much easier for the average busy man to strengthen himself and gain a larger measure of skill than would otherwise be possible. Of course, the best plan includes not only a thorough digestion of this book, but also a complete course of study and practice through my correspondence instruction system. The principal reason why business men, as well as the young man or woman desiring to adopt advertising as a means of livelihood, can achieve far greater results by becoming my students, is due to the fact that I am in constant personal touch with them at every stage, thereby correctmg those misconceptions which otherwise are apt to creep in, and to the further fact that the competent expert understands what particular practice each individual requires. This book, while not a main part of the Powell System, nevertheless supplies a vast fund of necessary knowledge that does not properly belong in true correspondence instruction, and it is invaluable to the person who cannot spend time as a student, as well as for those who can. With this digression we will begin the study of principles governing successful ad. construction. To begin with, three land-marks stand out prominently — First, — Something that appeals to the reader. Second, — Saving of price. Third, — Renewed acquaintance. Investigate all successful advertisements and you will find that they embody one, if not all, of the above, and 1 believe they rank in importance as placed. People will buy that which profoundly impresses itself as a useful necessity, or as a luxury that will add to comfort and enjoyment. After this— and especially when competition has brought several merchants or manufacturers into the market— comes price saving. The American Republic is a nation of Yankee traders, and this spirit pervades all classes— from the experienced woman shopper to the millionaire who tries to get an " inside " figure on an automobile or yacht. Department stores in the great cities long ago found out the secret, and thousands of dealers have made money through this knowledge. Then comes the selling power of the "old familiar" announcement that keeps telling new facts and reminding you of old ones. In these appeals should be considered typographical appearance for catching the wary reader's 53 54 POWELL'S PRACTICAL ADVERTISER. attention, style of writing to insure a reading of the ad., followed by numerous other factors. As rapidly as possible we will consider those that are doubly worthy. What Convinces. Sincerity, either real or apparent, is always a strong card. I recall the case of an Ohio man who, several years ago, asked my opinion as to the cause of his failure. He was advertising free samples of a product, and when sending the inquirer as per request he made a special offer of $5, representing that this was "just what it cost " and adding that it was done to "introduce" the article into that particular locality. I told him that if he must lie to at least do it in a more artistic way — tell a story that is believable ; and good solid truth is always best. If you don't get the reader's confidence and then interest him or her, you would better try some other occupation. The American people do not like to be humbugged, Barnum or anyone else to the contrary, notwithstanding. Much has been written about style in writing, and it is a fact that the ad. writer who acquires the art of saying things in a pithy, pointed way will sell the most goods. Heaviness is always to be avoided, and perhaps the explanation of a famous editor is just as applicable in the construction of an ad. as in editorial work. He said, " I try to write so the reader will be sorry that I didn't say more." Of course, he realized that the purely exhaustive effort defeats the purpose. The rule should be to practice condensation in every possible way. Many a buyer has paid a glowing tribute to the advertiser in these words, "your ads. and literature have such a true ring that I gave you the preference." No rule can be laid down for the acquirement of this style; indeed, I may say that sincerity and enthusiasm in regard to the things you advertise, plus conscientious practice in ad. writing, will contribute largely to the formation of a "style" that will be peculiarly your own. Don't be nervous because you fail to jump to National prominence in a month as a wonderful " style " developer. Just keep at it, and be satisfied to turn out better than average copy for some time. " Plugging away " will have its effect sooner or later. When you detect the ear-marks of extraordinary genius in the vast quantities of advertisements, aim to digest the main points of superiority. This book will be very beneficial in this respect. And above all remember that what convinces is, first, an apparent knowledge of facts and conditions, and second, skill in presentation. When you generalize, be as "chatty" as possible, but don't aim to be funny. Two Classes of Readers. The great periodical-reading public is divided into two classes — those who read ads. more or less regularly, and those who don't. As advertising grows better the latter class diminish, yet to-day it is not uncommon to hear a person say, " Oh, I never read ads. — don't take any stock in them." This is the one great reason why certain publications fail as advertising mediums — because the preponderance of their readers seldom read ads. Doubtless, the greatest ad. readers are patrons of the live local periodicals, the popular magazines. National weeklies and the country mail order monthlies. Confusion of Many Things. The average reader does not care as a rule to analyze too deeply the points in an ad. He is, however, greatly interested in the efforts of the ad. writer who does it for him. A great error is in introducing in an ad. many obscure points, each lacking in proper treatment. This fault is due mostly to attempting to crowd into a given space too many ideas. In a large department store ad. this is seldom seen, as each section is usually a complete small ad. in itself, but in general or special work a few strong points are too often sacrificed for mere flowery effect. Be careful to avoid confusion by introducing features and failing to make clear the points that are vital. A ADVERTISEMENT CONSTRUCTION IN GENERAL. 55 page magazine ad. set mostly in 6p. or 8p. type to admit the mention of a dozen "features" is too often a drain on the advertiser's bank balance. Those who adopt this method usually try to catalog in one ad. about everything that was ever thought of concerning the goodness of the advertised product. It's a mistake. Form and Symmetry. A careful study of those advertisements which seem to possess marked characteristics is very important. Young ad. writers will be benefited by going through the current magazines and clipping whatever ads. loom up as delightfully conspicuous. A great deal of the ad. work is along standard lines and is not worthy of scrap book distinction, but now and then a real gem will be found. A well balanced ad. is almost invariably one having few characteristics, for the reason that many features in one effort are likely to defeat the purpose. If there be a strong background with pen-lettered title or display, with or without illustration, the balance of the ad. should be plain text type. To introduce additional "features" in the latter, in shape of more type display or other unique ideas that, alone, would be catchy, is almost invariably disappointing. Striking simplicity, after all, should be the thing most eagerly sought after. Laws of Contrast in Attracting Attention. The believer in the "psychology of advertising" has given us many fine theories for his faith, but since psychology is soul science it is difficult to properly connect it with the influence an adver- tisement exerts. One of these theories, if I remember correctly, was published a few years ago, and it was based on the superiority of the black background over the ordinary black type effect, the latter of course meaning a white ground — or blank space. Examples were produced to prove the conclusion, but the professor who offered the discovery had overlooked other important bearings — chiefly the laws of contrast, which always affect prominence and the possibility of anything being quickly seen. A small boy in company with several men may be the most conspicuous of the lot ; a white geranium in the center of a bed of deep red ones may force its individuality before any one of its host of gaudy mates is even noticed, and the same is true of a mass of advertisements. Let every ad. have a black ground, and a simple type and outline effect like any one of those shown from Nos. I to 19 in the Cyclopedia of Ads. in the latter part of this book, will be the center of attraction. Naturally where a magazine ad. of sufficient size can have a special design with black back- ground without crowding out the necessary text, it will attract attention much quicker than a mere type ad. with or without illustration, unless the latter is particularly chaste and has a good, promi- nent display head that alone is sufficient to arrest the casual reader's attention. Once that attention is arrested, then the text must do the rest. Don't pin your faith to black backgrounds or any single style, but strive to employ a choice adaptation of all the best things that go to make up ad. prominence and readability. Always remember that many a customer has been made because an ad. caught the hasty reader's eye, and the display or first line or two of text compelled him to read every word. I will here relate an incident connected with the publication of the booklet " New York 1626-1901," which I prepared for a large realty corporation, my charge being |ioo.oo a day for the two days' labor involved. The cover design was printed in deep green ink on a green cover a trifle lighter in shade, and it gave a very strong effect, although the background, as will be noted by reference to the department on Booklet and Catalog Writing, is white — the reverse of the "psychology" contention. This booklet was printed in Buffalo, and the morning I received the first few advance copies by mail I took them with me to a bank, and as I stood in line an elderly 56 POWELL'S PRACTICAL ADVERTISER. gentleman tapped me gently on the back and inquired: "Can you tell me where I could get one of those very attractive booklets I accidentally caught sight of over your shoulder?" He after- wards informed me that it was the best real estate argument he had ever read, and the most interesting. A New York printer who occasionally dabbles in real estate had one of these same booklets sent him, and long after making my acquaintance he acknowledged that he couldn't resist looking inside after seeing so original and effective a cover, and that the first two paragraphs of the text caused him to neglect an important rush of business until he had devoured the last page. And this is the true secret — first catch your man's attention, and have the text so absolutely free from dryness and commonplace nothings that he will be almost compelled to take in all the points. The Importance of Frequent Paragraphs. Paragraphs are "relief stations" which rest the eye and enable it to start fresh on the next reading journey. Few ad. writers appreciate or understand the importance of making a long text a series of talks, instead of having a solid mass that requires the most undivided attention to avoid losing the thread. Another argument in favor of frequent paragraphing is the fact that the casual reader often plunges right into the middle of the chatty text at the beginning of a new paragraph, and the interest thus aroused generally results in the whole ad. being carefully perused. This is impos- sible where the text is unrelieved by break line or paragraph indention. In the small classified ad., of but few lines, this breaking up of the text is wholly unnecessary, as the eye performs its task in very brief time. Purely descriptive matter, too, when short, re- quires little or no paragraphing. Relief is a potent word in good ad. writing because it makes reading a pleasure and introduces variety that holds the interest. Carrying this principle still further, we find ads. like specimens from Nos. i to 1 8 of the Cyclopedia, in the latter part of this book, highly interesting and easily read, because of variety in the illustrative and the conversational text, which is carried to the limit in paragraphing. In booklet writing, about three or four times as many paragraphs as are usually arranged for, would improve the interest a hundred per cent. Note in the department " Booklet and Catalog Writing," the reproduction of " New York 1626-1901;" and then compare the paragraphing feature with almost any other booklet effort that you may have handy. Then glance at the text in specimen No. 9, and see how interestingly the story is told, due in no small degree to frequent paragraphs and legible type which prevent any straining effort. No matter how expert one may become, his or her work will be badly handicapped without more or less resort to paragraph relief. Indeed, no great skill is possible without it. After an ad. writer has achieved a certain degree of proficiency one of the best practices pos- sible is to find a long-strung-out text, and re-write it in the chatty, conversational style, which compels substituting snappy business statements in place of unnecessary and cumbersome word- ing. This pruning process, too, makes room for the white space. The wider the measure, the less we can paragraph, because the unique method of expression that properly goes with much paragraphing is too short for extreme width, like the introduction of a large department store, perhaps. But the ad. writer should give much study to the number of words usually written in a para- graph intended for single as well as for double columns. Then, again, remember that an 1 8 point text type may produce the proper effect in say a four- column measure, where 12 point would leave too much break at the end of each line. ADVERTISEMENT CONSTRUCTION IN GENERAL. 57 Without using much more space in considering the great value of frequent paragraphing, I will only add that the seeker after perfection should aim to have not more than one successive new paragraph end in a single short line. Have a paragraph of two or more full lines follow the single break line paragraph, and then the next paragraph may be another one-line break. This applies mostly to ads. larger than four or five inches single column, set in 12 point. In the latter, good results are often obtained from a quick swing, as will be seen in such retail ads. as are reproduced in the Cyclopedia, notably those of Rogers, Peet & Co. Double column ads. will not admit of this extremeness. Getting Material. Advertisers who employ ad. writers naturally have to supply the material for the copy. Certain business men erroneously suppose that in order to write to best advantage, or even at all, it is necessary for the writer to know all about a business, and that on this account the specialist not in a firm's employ is incompetent. It is true that good ad. work can only result from a : knowledge of what should be written, but any expert once given the facts in the case quickly knows what should be used and what should not. A manufacturer of oil tells the ad. writer that his goods are best, will lubricate the most, etc. He has some printed matter, perhaps, and quantities of testimonials, reports of tests, and a car load of other rich material for working up. The ad. man knows nothing at all about oil, except that it is used for many things, but as he makes a study of the subject with the enthusiastic manufacturer he soon sees possibilities, and they multiply rapidly. With this ammunition he proceeds to lay out a series of ads., each taking up one or two points, perhaps, and giving in a readable style those facts that his trained mind knows will interest buyers. The expert ad. writer, in a word, knows what to do with that rich mine of " data " that the average business man doesn't know how to separate, write entertainingly about, and clothe in suit- able typographical and illustrative habiliment. The expert ad. writer is not unlike the physician — he can prescribe the proper treatment without necessarily being obliged to contract all diseases for the sake of knowing everything from the patient's standpoint. In department stores the advertising manager gets his daily material from the various depart- ment heads, who, of course, make known facts and prices. Small retail advertisers who use ad. writers handling several other customers' work, often give out the data at one time for a week's ads. — Shirts on Monday, Suits Tuesday, Shoes Wednesday, and so on. The ad. man then goes back to his office and lays out the copy along these lines and provides everything in shape of ideas for illustrations, and superintends the artist who draws them, securing plates, and in fact taking the entire work off the busy business man's hands. The latter may see the copy and cut Ideas, and make suggestions or not as he sees fit, but he is relieved of all bother after originally telling what he wants advertised. Why Competition Stimulates Trade. While it is true that a brand new advertising proposition often returns its greatest profits while it occupies the field alone, yet it will be found that such a condition is mainly due to the transient nature of the scheme, which can only be short-lived at best. In the broad sense competitive advertising Is a good thing, because of the greater amount of public education. For example, a country mail order paper that carries but one cheap watch ad. will pay that particular advertiser a smaller profit. If indeed any profit, than it would were a dozen competitors 58 POWELL'S PRACTICAL ADVERTISER. using its columns regularly. Readers may ridicule the single advertiser, who claims to sell a ^lO.OO watch for $3.95, but when a number of other dealers advertise similarly a certain legitimacy seems to obtain, and all reap their share of the profits resulting from this combined educational force. The one thing to remember in this connection, however, is that while sensible competition is beneficial, yet a slavish copy of another man's advertising and scheme generally fails. There is hardly a business that does not require more or less constant changes or additions, and the mere copyist generally hasn't brains enough to enable him to analyze his own business, let alone that of his competitor. Local stores always do more business when a healthy advertising competition exists, and the only exception is where a dealer runs badly prepared copy that tells little or nothing, while his competitors employ those who are experts in ad. construction, and consequently secure interest — and trade. Let the advertiser think less about " ruinous competition," and more about doing better advertising. How to Answer Your Competitor. One word answers the query as to how an advertiser can reply to a competitor without loss of dignity— DON'T. At least don't attempt any direct answer by use of a competitor's name, or by thinly veiled attacks. People buy goods and not grievances, and they are apt to think mighty little of the fellow who goes out of his way to sling mud at a competitor. There is no selling value in an abusive tirade. What the public wants is particulars concern- ing your business or product — not a free admission to the washing of dirty linen. There are, however, methods that may be employed in exploiting your goods to the detriment of inferior competition, but at best it is a game to be played with great discretion. If you can write an ad. that will cause the other fellow to attack you, and thereby succeed in getting him into a trap that will apparently justify your making an indirect and final reply, you will achieve considerable reputation as an advertising expert, even though your efforts fail to bring new business, for it is safe to say that smartness in closing up the mouthings of a rival doesn't usually move merchandise or create a new demand. In this connection, I recall an effort of mine, dating back about fourteen years, while advertis- ing manager for one of the largest bicycle manufacturers in America. As many recall, rampant rivalry of those days brought about strained efforts for impressing the public. Salaried riders were openly and secretly employed to make records and it was common for an advertiser to publish a list of machines that his own had defeated in some contest. Occasionally some indirect allusion in an ad. would rouse a competitor's ire, for it is human nature to resent, m a measure, misrepresentation and untruthfulness. Something of this nature crept into the local advertising of the Warwick Cycle Co., and the President of my company directed me to " go for them hard." Here was, indeed, a nice little problem. The Warwick output of the previous year had been, to say the least, unfortunate in mishap and break-down, but as I have said, direct attack was wholly out of the question, and no allusion would have been made had these makers attended strictly to their own affairs. To make relations more strained the head of the Warwick company had several years previously been employed by my company, and when he left to go in for himself he had unfortunately incurred considerable Victor displeasure. A careful survey of the proposition ended in the following ad., which occupied generous space in the leading city dailies : ADVERTISEMENT CONSTRUCTION IN GENERAL 59 Bicycling Advice Free. Spring here, snow gone, roads getting into condition — a world of meaning to bicyclers. How are you fixed to enjoy it ? No wheel ? That's bad. You need a little money and good advice to start you right. We give the latter gratis — worth dollars if you heed it. Don't buy a bicycle because some anxious dealer or maker tells you it's the " highest grade," "the best," etc. IS IT? That's the question. Learn something from the riders of the wheel you think of buying. Ask how they liked last year's model. Inquire how cheaply you could buy one now. Lots of 'em that never trod the earth — new '90 models — go begging at $50 apiece. A dead failure, weren't they ? Can makers of bad bicycles in 1890 jump to perfection in 1891, phoenix-like, at a bound, in the space of but few months ? What bosh ! Who believes it ? What reason have you to believe that the '91 models of such makers are "highest grade" when similar claims were made for what they now admit " weren't quite right " ? Was Rome built in a week ? It takes a whole season — all of that — to test the merits of a new bicycle. Rough roads, hard usage, and varying conditions tell the story. Don't buy experiments. Wait till they are tried. Speaking of the really highest grade bicycle, there's one make that carries weight in the cycling world, one name that stands for Best, Thoroughness, Advancement, Brains, Skill, Enterprise — for all that makes one bicycle the favorite throughout America. You know the name — VICTOR. Every man, woman, and child within fifty miles of Springfield knows it. Never is the word " best " used in connection with a bicycle without they apply Victor to that best. Ten years a leader, and never sold for less than schedule price. Ridden and indorsed by thousands all over the land. Always the best. Ask Victor riders and get an art catalog. OVERMAN WHEEL CO., SPRINGFIELD BRANCH. - - 128 WASHINGTON STREET. It may be well to note that the Warwick product had been sold at cut prices, especially as the season waned, which was an unpardonable sin from the high grade maker's standpoint. The word "perfection," although brought in without the use of a cap P, had a deep significance, Warwick Perfection Bicycle being the 1891 name. The effect, therefore, was reasonably direct and yet personalities had been kept out. This effort quickly brought out a "reply" from the Warwick ad. room headed, "It's a Hit Bird That Flutters," and it was extremely flat and foolish. I had sprung the trap and the next day the following ad. appeared : "A Guilty Conscience Needs No Accuser." Second grade bicycle makers are no rarity — the woods are full of 'em. They are generally distinguished by poor wheels, bad records, and over-sensitiveness. When riders are given advice for separating the chaff from the wheat— poor bicycles from the good— the frightened maker cries out like the guilty schoolboy, "Please, sir, 'tain't me." "A guilty conscience needs no accuser," for it can no more withstand the light of investigation than a butterfly could endure the blows of a steam hammer. Beware of the maker who is haunted by honest words — of the one who is ever ready to "put on the coat" of disapprobation. Buy a Victor, which is made in the largest and finest bicycle plant in America devoted exclu- 60 POWELL'S PRACTICAL ADVERTISER sively to the production of high grade machines. Night and day the hum goes on, week in and week out, stopping only for Sundays. Have you sent for our art catalogue? OVERMAN WHEEL CO., SPRINGFIELD BRANCH, - - 128 WORTHINQTON STREET. It is needless to say that this permanently stopped further Warwick reply. It is also need- less to say that I would not mention this incident in this book, only for the fact that the Warwick Wheel ceased to exist years ago. At this time, it seems to me that this sort of advertising was justified, since direct personali- ities were eliminated, and more than that, a damper was effectually put on misleading statements and inferences. The student will find considerable food for reflection in the two Victor ads. in question, especially as they have that "ring" and "swing" which do much to keep the reader interested. The first one is a pretty good argument in favor of Victor Superiority, and would not be construed as an attack on any particular make of wheel. The second ad. would have been less appreciated save for the Warwick people "putting the coat on" and "butting in." In all my experience, I have never had another opportunity in which such tactics seemed permissible, and it is a good thing that such conditions are infrequent. One source of aggravation is through the efforts of competitors who persistently copy your ideas, both in business and advertising. For example, I originated some two or three years ago a two-page reading ad., with an emblematical heading and other characteristic features, such as "by George H. Powell," a unique arrangement of testimonials, portraits, etc., etc. Early in 1905 a competitor began a slavish copy of this particular style, and while it of course is a public admission of my originality, yet I felt justified in incorporating in some of my ads. the following as a closing paragraph, which would raise in the reader's mind serious doubt as to the usefulness of a correspondence school that saw the necessity of copying the efforts of a competing teacher: " Look over my signed ads. and advertising methods of the past two or three years and compare with the frantic attempts of the last remaining imitators to copy my style, arrangement and expressions. The Powell System has driven about the last unworthy course to the wall." Again, no names are mentioned, and the strength of this paragraph lies in its truth about the alleged offense which the doubting reader can easily confirm. Otherwise the unsupported statement would become mere wind, and do more harm than good, probably. And finally, above all things, keep personalities entirely out of your advertising, and never make a leader of your competitor's trickiness or inferiority. Make it a sort of clincher in support of good business talk, in the wind up. Laying Out the Ad. The diagram, specimen No. i, shows how the ad. writer prepares his ad. plan for the printer. This enables him to show the latter just what style and shape is desired. Of course, where an ad. consists only of a design, as commonly used in general advertising, with a blank space for the text type, no lay out is needed and it is only necessary to mark No. 1 in the blank of proot, and make a corresponding number on a sheet where there is plenty of room for writing. To lay out an advertisement measure off the exact size with a ruler, and then fill in roughly with a pen the important display lines as shown. No need to imitate any size or style of type or ADVERTISEMENT CONSTRUCTION IN GENERAL 61 l2|o Border 56 fo. /Gothic 7 Joh n Jones ^ Co. Men's Correct Dress-- Tor Social Functions ^ Are You Ready rorThe Horse Show! .^ i Gothic The Smartest Assortment ¥g 2^p DgV. Specimen No. 1. border. The small body part should, if necessary, be written on a separate sheet of paper where there is plenty of room, viz., for the spaces Nos. i and 2. To know how much space you have for wording find some ad. in a paper that has about the size type you want, and then count the words you can get in a given space and write accordingly, or consult table on page 14. If you have a proof of the cut or cuts to go in an ad., paste where you want to show, or mark off the space, and the printer will understand when you hand him the cuts; but if more than one cut, mark the description for identification. Proof Reading. Specimen No. 2 shows the marks employed by proofreaders in correcting errors of compo- sition, and the explanations are so clear and the applications so direct that nothing additional is needed. It may be well to state, however, that while these marks are 99 per cent, standard, yet there are variations in other systems, in unimportant detail. Any printer will understand any mark in use. 62 POWELL'S PRACTICAL ADVERTISER Proof Reader's Correction Marks, with All Necessary Explanations. The student in proof reading should practice these marks by looking over and marking proofs full of errors. Practice is the only thing that will make perfect, and if the reader can obtain extra copies of proofs from some piinter it will be well worth the trouble. Students of the Powell Correspondence System of Instruction are furnished with error sheets for correction. «^ / Thoug 'the indivi Thoucth several differing opinions exist as to ndividual by wWom the art of printing was first discovered; yet all authorities concur in admitting Peter Schoeffer to be the person ^ who invented cast metal types, having learned 'Jj tlie art of of cutting the letters from the Gu- 5;/ tenbergs/ he is also supposed to have been '# the first whoengraved on copper plates. The ' A A J following testimony is preseved in the family, ' t^by'/jo.l^Fred.'/Faustus.^'of l^Ascheffenburg: ■oi — I /\ ' Peter Schoeffer. of Gernsheim, perceiving "\y his master Fausts design, and being himself "y, ^desirous \ ardently] to improve the art, found out (by the good providence of God) the method of cutting ( iiuidetidi ) the characters in a matrix, that the letters might easily be ''/ singly cast! instead of bi^ng cut. He pri- " I vately cut matricesj^ for the whole alphabet Faust was so pleased with the contrivan "^s.l he promised J*eter to give him \neron\y ■' -'^ughter Christina in marriage, ^;r promise ^which he soon after performed. '^ '«/?<*. /-/ 6/.yoaA4 ^_ji ^ But there were many^. 7?ta,4^cl, //le ce/^e-l^ ccM^ Aom ^u&}e ■nia^U'ceij Specimen Xo. 2 a. Explanation of the Corrections. A wrong letter in a word is noted by drawing a short per* pendicular line through it, and making another short line in the margin, behind which the right letter is placed. (See No. I.) So with whole words also, a line being drawn across the wrong word and the right one written in the margin opposite. A turned letter is noted by drawing a line through it, and writing the mark No. 2 in the margin. If letters or words require to be altered to make them more conspicuous, a parallel line or lines must be made underneath the word or letter, — viz. for capitals, three lines ; small capi- tals, two lines; and Italic, one line; and, in the margin oppo- site the. line where the alteration occurs, Caps, Small Caps, or Ital. must be written. (See No. 3.) When letters or words are set double, or are required to be taken out, a line is drawn through the superfluous word or letter, and the mark No. 4 placed opposite in the margin. Where the punctuation requires alteration, the correct point should be written in the margin. (See No. 5.) When a space has been omitted between two words, a caret must be made where the separation ought to be, and the sign No. 6 placed opposite in the margin. When a word should form a compound with another, it is denoted as in No. 7. When a letter has been omitted, a caret is put at the place of omission, and the letter marked as No. 8. Where a line is too widely spaced, the mark No. 9 must be placed between the words and also in the margin. Where a new paragraph is required, a quadrangle is drawn in the margin, and a caret placed at the beginning of the sen- tence. (See No. 10.) No. II shows the way in which the apostrophe, inverted commas, the star and other references, and superior letters and figures, are marked. Where two words are transposed, a line is drawn over one word and below the other, and the mark No. 12 placed in the margin; but where several words require to be transposed, their right order is signified by a figure placed over each word, and the mark No. 12 in the margin. Where words have been struck out that have afterward been approved of, dots should be marked under them, and stct written in the margin. (See No. 13.) Where a space sticks up between two words, a horizontal line is drawn under it, and the mark No. 14 placed opposite, in the margin. Where several words have been left out, they are tran- scribed at the bottom of the page, and a line drawn from the place of omission to the written words, (see No. 15;) but if the omitted matter is too extensive to be copied at the foot of the page, Out, see copy, is written in the margin, and the missing lines are enclosed between brackets, and the word Out is inserted in the margin of the copy. Where letters stand crooked, they are noted by a line, (see No. 16;) but, where a page hang^s, lines are drawn across the entire part affected. When a smaller or larger letter, of a different fount, is im- properly introduced into the page, it is noted by the mark No. 17, which signifies wrong fount. If a paragraph is improperly made, a line is drawn from the broken-off matter to the next paragraph, and No H written in the margin. (See No. 18.) Where a word has been left out or is to be added, a caret must be made in the place where it should come in, and the word written in the margin. (See No. 19.) Where a faulty letter appears, it is denoted by making a cross under it, and placing a similar mark in the margin, (see No. 20,) though some prefer to draw a perpendicular line through it, as in the case of a wrong letter. Where a word has been accidentally separated by a space, it is marked as iti No. 21. A * Preparation of Retail and Local Advertising ■9^ Orieinal Wanamaker Advertising, Developments, Models for Lar^e and Small Retail Advertisers, Suitable Typography, Display, What to Say, Classified Advertising, Puffs, Etc. The fact being established that advertising pays when properly executed, a brief resume'of the development of retail and local advertising will be of interest. Twenty-five years ago merchants were universally using the most commonplace copy for their newspaper announcements. Irregular display, lack of individuality and absence of real news features were the chief characteristics of this period. Special illustrations were unknown. The professional advertising writer did not exist. But May i, 1880, saw the beginning of a new era, for on this momentous day John Wana- maker Inserted in the Philadelphia papers the first single column, 1 2-point-Old-Style-Roman advertisements ever seen in this country, and it seems fitting that they shall be given precedence in this department. Specimens Nos. 3 and 4 are the efforts in question and they were at that time many steps in advance as regards the conversational, chatty style. One thing I wish particularly to impress at this time— the fact that these early ads. were mostly "introduction," and that description and price occupied very meagre space. Imitators of the so-called Wapamaker style sprang up in various parts of the country, and they apparently failed, for the most part, to grasp the vital elements which insured success. In many instances the efforts were painful and labored, and as a result the new born imitative " Ad Smith " shortly found himself a discredited specialist who couldn't get paying results. He lacked experience and the proper training. But the Wanamaker advertising progressed rapidly. Gradually a whole column space per day was reached ; then a column-and-a-half, two columns, and so on, until the full page, Jan. i, 1899, marked the culmination of nineteen years of careful planning and forward march. ^ As time rolled on the Wanamaker store discovered that bargains and descriptions were mighty advertising factors, and that the "hot air" and "self-congratulation" which are very useful to a certain extent, will not keep readers interested forever. And the reason is plam. An examination of specimen No. 5, the 1905 style, shows the change adopted. It shows, also, the use of illustrations and sensible sub-head display lines— something that tells you what sort of merchandise is to be thrust under your very eyes at attractive prices. Every Wanamaker ad. of to-day contains, as a rule, the successful features which make retail publicity a success — First, chaste, sensible display which gives plenty of prominence, and is legible. Second, illustrations that illustrate the merchandise, and not some unimportant display or far-fetched phrase. Third, good introductory text which is of interest to shoppers. Fourth, good descriptive matter and prices in type easily read. I only give the Wanamaker advertising prominence because it was the first good retail effort, and because it has no superior to-day. All large cities now have their expert ad. writers, and Wanamaker is not the only pebble, but a single reference in this connection is sufficient. In fact, all good department stores of any importance use the same general ideas, although some ad. writers surpass others in arrangement and introductory smoothness. The latter feature with Wanamaker was at the beginning, as now, beyond criticism. Some stores make no attempt to introduce brief, flowery talk, but there is no doubt that it does much to break up monotony. 63 64 POWELL'S PRACTICAL ADVERTISER. CLOTHING STRANGERS' DIRECTORY TO THE WANAMAKER STORES For dry goods and general merchandise: Thirteenth, Mar- ket and Chestnut Streets. For Men's and Boys' Cloth- ing, ready-made and to order: Oak Hall, Sixth and Market Streets. For the finest clothing ready made, and for the finest mer- chant tailoring : Chestnut, between Eighth and Ninth Streets. The one feature of these stores, which has made them what they are, is that every buyer goes out of them satis- fied. He can't help being satisfied — the goods are ex- actly what they are sold for, and the prices are the lowest to be found anywhere. The buyer enforces these promises by returning anything he doesn't want at the price. Visitors from curiosity wan- der at will or are conducted by guides as they may prefer. They are welcome. UNDERWEAR Ladies cannot afford to make their own underwear, whether for economy or qual- ity. Our prices are little more than the usual cost of material, even for low priced goods we use excellent muslin ; and the work whether fine or plain is alike good. Ready made underwear has greatly improved within a year. Thousands of garments are made exactly alike ; and how to do each part of the work better and better and cheaper and cheaper, is our study; and not ours only but of the experts we employ. The bulk of the under- clothing now worn in Phila- delphia is ready made, just as the bulk of Men's and Boys' clothing is ready made, and for the same reason, viz., most people prefer ready made clothing at the price. We have had our share in bringing down prices and in helping people to better cloth- ing, as our townspeople know. W^e are selling certain articles, of which we have too many at a quarter off to-day. Ladies' underclothing is just West of the Chestnut Street entrance. JOHN WANAMAKER. Thirteenth, Market and Chestnut. Specimen No. 3. It is another kind of " relief station," that sepa- rates a solid mass. The full page Wana- maker ads. are practically just so many store papers, and their news value to shoppers cannot be overestimated. The Wanamaker rule is to use just as much space as is needed day by day. There is no set plan. Those depart- ments which need stimulation are advertised, and no at- tempt is made, save possibly in some of the page adver- tisements, to fill a regular given amount of space. And a pretty good lesson it is to inexperienced advertisers. The mere "filling of space " has blasted the hopes of many a retailer, who did not know that his advertising should be newsy, chatty and deal only with attractive merchandise — without undue padding. One more consideration before taking leave of the Wana- maker advertising — his merchandising policy. Wanamaker stands back of every sale. One of his clerks sells you a misfit pair of gloves which you return after wearing a few days — you get a new pair that does fit, or your money back without a quibble. The ruling principle is to give the customer a square deal every time, and to immediatelv right every wrong. Over- stating facts is absolutely prohibited. Broad policy, clever advertising and a continual striving to keep just a little ahead of competition is the sum total of Wanamaker success — with one factor missing. And that one factor is Mr. Wanamaker's own commercial instinct, without which no man can tower so conspicuously above thousands of other great dealers. Of course, this famous merchant has always employed the highest priced advertising managers and assistants, because he isn't foolish enough to waste his own time, when more import- ant things demand his generalship ; but, nevertheless, he did early acquire ad. writing ability and has ottcn prepared certain characteristic copy. Type and Border for Retail Advertisements. Old Style Roman for text matter and one display style, such as Winchell, Blanchard, John Hancock, etc., are equally useful in the small dealer's ad. or in the page department store PREPARATION OF RETAIL AND LOCAL ADVERTISING. 65 FIRST OF MAY The Boys are out of school to-day; and their Spring Clothes are ready. Spring weather is coming. Little Boys' Suits from $2.50 trousers Middle Sized Boys' trousers Big Boys' Suits trousers 1. 00 5.00 1. 00 7.00 2.00 These are our bottom prices; but the stuff will wear — we waste no work on bad cloth ; it wouldn't pay. We have plenty of higher prices, though. JOHN WANAMAKER & CO. Chestnut, between Eighth and Ninth. TWENTY DOLLARS We are making to measure a business suit from fifty or sixty excellent all-wool fabrics at Twenty Dollars. It is worth more than Twenty Dollars. It is good enough for anybody. There is a great variety in these goods. The town is not going to be flooded with all of one sort ; nor of one cut either. WANAMAKER & BROWN. Oak Hall, Si.xth and Market. Specimen No. 4. spread. Simplicity and chaste effect cannot be obtained by a mixture of many different styles of type. I give Old Style Roman first place as a text type for the reason that it is the best all-round face in existence — always easy to read, and affording more actual relief to the eye than any other design. Types of the Avil-Cheltenham standard are particularly good from 12 point up, as I have elsewhere stated, but their novelty is something, and were they to enter into ad. compo- sition as largely as Roman does, the massing would un- questionably tire the eyes. I do not care for text set in French Old Style or Elziver, which are almost the same, as a condensed letter is not so agreeable to the eye as a square face. See specimens Nos. 5, 6, and 7, and compare the text with Caslon Old Style. Specimens Nos. 27, 28 and 29 show the virtue of limited display and one style, although the display in No. 28 is John Hancock for most of the headings, and only resorting to John Hancock Extended in some of the double column de- partments because of the few words in a wide measure. The use of borders for retail advertising should be limited, and only in large ads. can they be employed with much freedom. The common custom of using a i2-point border on a retail ad. of but a few inches space is generally unnecessary, because it eats up room and curtails more important things. My preference in this kind of advertising is nothing larger than 6 point and even a 3 point border is large enough. The ideal small ad. of this class has no border at all. Borders Nos. 3095, 3628, Wayside 473, etc., are good only on very large ads., such as full, half and quarter pages, etc. Many use only a double rule effect such as may be noted on the page of Newspaper Borders. The reason why border elaboration in retail advertising is unnecessary is because the dealer who runs good copy regularly tells his story so interestingly, and provides such good illustra- tions that the community is educated to look for his announcements and under such conditions the "eye-blazing" effect is out of place. An examination of the first eighteen ads. in the Cyclopedia will make my meaning plain, and it may be well to add that thousands of Greater New Yorkers regularly look for them, even though some are contrary to the best standards. Proper Display Heads. Nothing is simpler than the correct displaying of an ad. Very few rules are needed, the prin- cipal one being an avoidance of display type for words that alone mean nothing. For example: "IT IS GREAT." Now this at the commencement of an ad. is a most foolish waste of space, as the casual reader who is in the market for clothing, furniture or other things, will nine times in ten, not be interested, and therefore a possible customer may be lost. Supposing the ad. is about clothing and the display is "$20 OVERCOATS AT A HALF" can there be any doubt as to the superiority of this specific information in comparison with some- thing that is equally applicable to beer, drugs, etc.? 66 POWELL'S PRACTICAL ADVERTISER "Many-Sided" is this queer old store — yet always one in prin- ciple. To-day s news shows this very well. yum ping f r o m 6 c chambray we now an- nounce: Reduced Prices on Our Finest Sables Our finest Russian sable neck furs and muffs as well as the Hudson Bay sables. At least one- third reduc- tion on every piece; on some, more. Simply be- cause we start each season with fresh goods ; couldn't if we didn't sell these furs before the winter is over. The color of sable varies considerably from a light to a very dark brown, the dark- est skins being the more desirable among the Russian sables. Hudson Bay sables, which belong to the marten family, get their name only from their resemblance to Russian sable, are never quite so dark as the imported skins. Every piece of sable that we sell is chosen for its beauty of color, fineness, softness and perfection. Natural Hudson Bay sablo fancy boas, fur both sides, furnished with tails and claws on back and ends, $50 was $85. Four-skin natural Hudson Bay sable Bay and boa, fur both sides, trimmed with numerous tails, heads and claws, $60 was $90. Fancy four-skin boa, of natural Hud- son Bay sable, trimmed with tails and head, ends can be worn tied, ifTo was |110. Fancy broad collar of Hudson sable, trimmed with sable tails claws, $90 was |135. Russian sable four-skin double boa, trimmed with numerous tails and natural heads, $100 was $150. Russian sable three-skin double boa, trimmed with tails and claws, $115 was $175. Hudson Bay sable stole, fur both sides, trimmed with tails, $130 was $200. Russian sable eight-skin set, straight boa, furnished with tails and claws, large pillow muff, $-425 was $650. Winter- Weight Reefers and Jackets for Girls Remainders, about half us- ual prices. 65 regula tion reefers, $4. Blue and dark brown, brass buttons, chevron on sleeve, cam- ^ y el's-hair chev- iot, cut on boys' patterns. Sizes 4 to lo years. Worth ^7.^0. 75 kersey jackets, $5. All black; trimming of nar- row braid, lined with satin; worth ^10 according to us- ual standards, were ^7.^0 here, but the little remainder must get out of the way — cut over generous patterns, small women can be fitted. (Second floor. Chestnut street) Women's Suits, $18 and $25 Made from surplus lots of fabrics. The $1S kind cheviot— worth $25. The $2") kind broadcloth— -worth $-10. Most black, with a scattering of blue. Pleated skirts, with long tight-fitting coats — of course, we selected our own style and chose that which has been selling best all winter. (Second floor. Chestnut street) S|)cciinon Xo. 5. Blankets, Spreads Comfortables Now is the timetoremem- ber all that we have been say- ing about Mis- sion Mills blankets — that they are the best to be had, and that we sell them exclusively (in Philadelphia). For here are TO pair of Mission Mills blankets re- duced in price, simply be- cause we have too many of this one size — 78x86 inches: $9.75 a pair, vi^ere $12. All wool, with wide silk bindings. Other things to buy now in the bedding store. Ml. Vernon blankets, a handsome white blanket, 78x84 in., weighing 6i pounds. ^0 a pair — our regular $6.75 quality. Single blankets for making into dressing gowns ; fifteen all-wool blan- kets in quiet and very pretty pink-anil- white, blue-and-white and green-and- white patterns. §3.75 each — our regu- lar §7 quality . Silk-covered down quilts, a few odds and ends of the finer kinds : $12 were $17.50 $17.50 were $35 $25 were $40 While hril'^jirrads a number of dif- ferent weaves ; full double-bed sizes: Crochet spreads, $1 wore $1.25. Crochet spreads, Marseilles pattern, $1.15 were $1.35. Marseilles pattern, $1.25 were $1.50. Best quality Marseilles patterns, $1.50 were $l.f5. Silk blankclfi, made in Italy ; some of the finer qualities : $3 were .tO, $4 were $7.50 (Third floor. Thirteenth street) Eiderdown Robes tor Freezing Weatfier $3-75 worth $5 and $5.50 Easy to slip into, with their silk frog fastenings and rope girdle. Some of ripple-faced eider- down, others pressed to form stripes, trimmed with stitched satin bands or applique, mostly pink and blue. (Second floor, first gallery) PREPARATION OF RETAIL AND LOCAL ADVERTISING. 67 This Was a Man's Store before it bccnrne a women's — forty years ago, when we used to sell clothing all over the United States. To-day u-e still sell cloth- ing of all kinds [except cot- ton) for men and boys. No, not all kinds — there is anotherexceptionbesidcscot- ton; many other exceptions. We won't sell clothing tliat's badly tailored. We won't sell .clothing that's too high in II III ilj I, price, quality I mm I considered; 'rp ' though we sell Montagnac overcoats for ^60 — showing that we sell the finest at any price, if it's worth. We won't sell clothing that won't every day say a good word for us to the owner. Things have come to such a pass in some stores that they buy clothing to sell in their reduction sales, adver- tising it all as their own stock reduced in price. Thus we see some trous- ers marked ^6.^0— were ^8. 5-0, which we duplicate in our stock at ^4.50. Our prices are marked too low in the beginning of the season to stand great reduc- tions. But we always keep a fresh stock on hand at prices that often more than match the reduced prices in other stores, quality considered. Suits and overcoats, $\o up. (Market street) In the basement to-day, are some final lots of clothing from one of our regular man- ufacturers who is cleaning house. Fine worsted trousers in quiet, conservative stripes, $4.50 per pair, worth $7.50. A special lot bought from the manufacturer at less than regular prices. Black trousers of unfin- ished worsted and cheviot, $3.50 a pair, worth $5.00 to $7.50. White dress vests, $ i , were $4.50 and $5— slightly soiled. Furniture on the First Floor Some space on the Cross Aisle, 13th St. entrance, is given up to furniture to-day. Specimen No. 5, Continued. to show what good things rummaging is turning up. Such as: Bedroom Rockers flnldai oak arm rocker, well braced, rush scat, nicely shaped back, $5.50 was 18.25. Bird's-eye maple rocker, rush seat, nicely shaped arms, |6 was $9. Golden oak arm rocker, hand-caned seat, nicely shaped back and arms, ,|3.50 was $5. Golden oak arm. rocker, genuine rush seat, nicely shaped, $5.50 was $8.25. Bedroom Chairs Golden oak chair, nicely shaped back and hand-caned seat, .|2.25 was $3.00. Golden oak chair, box and hand- caned seat, nicely shaped back, $3 was $4.25. Golden oak chair, genuine rush seat, nicely shaped back, $3.50 was $5.25. Maple chair, rush seat, shaped back, $3.50 was $5.50. Bird's-eye maple chair, box and hand-caned seat, nicely shaped back, $3.50 was $5.25. In the above patterns of chairs we have a limited number of each design in stock. We also have a number of odd chairs and nickers in golden oak, natural birch, bird's-eye maple, ma- hoghany finish and solid mahogany, from $1.50 to $4. Arm rockers in other designs from |4 to $6. (Cross Aisle, first floor) More Men's $3 Derby Hats, $1.85 Salesmen were busy as beavers yesterday. They ought to be ! The hats come from the best maker in Philadelphia. Shapes are right, quality is right; price is more than right —^1.8^. Ought to be #3. (New Hat Store, Market street) Where an illustration that really illustrates adjoins a display, then more liberty can be taken with the latter. Example: illustration of a blazing diamond with the display, "WE GIVE YOU CREDIT." Every display line is in the nature of a shout, and no greater nuisance exists than a man who shouts every other word. How tiresome it would be, too, to be obliged to read a popular novel that compelled you to jump from good, restful Old Style Roman to a dozen display lines per page! Usually the less an ad. writer knows about display, the more he indulges in it. Remember that it is only to attract and emphasize your offerings and cause interested people to read about them, and the more specific the display, the better. Very little advertising needs more than a main display, and with good text matter no fear need be entertained that people will not read it. A mere unconnected phrase in big type is worse than no display at all. Note how direct are all the Wanamaker headings. Specimens Nos. 6 and 7 have displayed addresses that would look far better in half the space. 68 POWELL'S PRACTICAL ADVERTISER Sometimes I wish I iiad less conscience and more price in my $2.00 Hats. Nowadays its a Warner Hat. Below Fulton. Below Chambers. Below Bleeker. NASSAU . . Below Maiden Lane. Specimen No. 6. ^it. The hit trees of Spring shapes are jn full bloom. Since I am satisfied with $2.00 for $r.0O. quality—you certainly will be. ^^uvti fT^ljVS owvcv Nowadays li's a Warner I/al. ,f Below Fulton, f ] Below Chambers, ( Below Bleeker. NASSAU , , Below Maiden Lane. Specimen No. 7. After understanding that specific display is all-important, then comes another factor — the mention of quantity or price, viz.: "loo PAIRS MEN'S OXFORDS GO ON SALE TO-DAY," or "$4 LADIES' OXFORDS, $3.20," instead of "MEN'S OXFORDS," etc. Buyers are attracted by such display, and it can never go out of fashion. Symmetry and form are also important in display, especially in retail advertising where many departments are included. See specimens Nos. 21 and 22. The former is a fine object lesson that compares favorably with the average unskilled effort. The arrangement is not pleasing, the display is unscien- tific, scattered and overdone, and the important descriptive feature is wholly overlooked. No. 22 tells its own story, and I will only emphasize the old fact that main display in two lines in one size and style of type is ample, since the shoe cuts at each side of the introduction are almost sufficient in them- selves for attracting shoe buyers. The sub-head displays in the single columns are always better than a wide measure, and the descriptive matter immediately following should be in plain Roman — no display. Prices, of course, should be in- cluded. There can be no psychology about the success of the ad. that combines those features which impart buying information. What to Talk About in an Ad. Let the student jot down on paper the points contained in any good ad., and he or she will be surprised how simple it is to select material. The trouble is not so much to get this data, as how to utilize it. One rule should be to first decide on the different things the ad. is to exploit, and then proceed to write the introductory, followed by description and price. After writing, the beginner will find that a re-writing will cut out a word here and there and result in much stronger copy. Once you decide on the article or articles, then write the first thing that comes to mmd. Be natural. Don't try to be humorous all the time and wind up without really imparting any information. Specimen No. 25 shows a good attempt, but I have re- written this copy as shown in No. 26, and the improvement is too evident to require analysis. Talk chattily, but don't aim to be a mere word juggler. The conversational style that is minus information for the buyer is not good advertising. Put yourself in the buyer's position. You run across an underwear ad. that is all hot air and brag, with perhaps every other line in display. Price, description, etc., are missing. Will you take time to see these goods, providing another advertiser in the same paper inspires your confidence by a brief, but interesting talk on a Specimen No. 8. SHOES TO FIT THE WEARER ANDTHE WEATHER RIGHT IN PRICE AND STYLE ANDTHE LEATHER FERGU50N& DAVIS 925 MAIN 5T. PREPARATION OF RETAIL AND LOCAL ADVERTISING. 69 ^h ||4Tf For the Shampoo Everybody knows how beneficial the morning sham- poo is — especially in warm weather. Simply makes you feel like an intellectual giant, besides clearing the scalp of dandruff and dirt. Two hints in this connec- tion — our Egg Shampoo Cream and Glycerine Tar Soap, either of which will make a thick, creamy lather that quickly cleanses and stimu- lates. Treat your head twice a week, and you won't need to worry about falling hair or scalp diseases. Cream 25c., Soap loc. — take your choice, but we lean a trifle on the side of the first — think it the best article on the market. After the Shampoo a good brush and comb are indispen- sable, and our $1.75 set is just the thing — in leather case for traveling. Specimen No. 9. Tooth Brushes, Regularly 25 Cents, on Sale To= day 10 Cents About every known style of tooth brush is represented in the large new stock we place on sale this morning. Thick, thin, stiff, medium and soft bristles in all shapes from the old fashioned square article to the latest curved brush. They fit any mouth, tender or tough. They bristle all over with goodness, and at loc. are kbout the greatest bargains we have seen in our ten years' experience. Antiseptic Pearl Dentifrice — our own brand — to go with brush, 18c. A pure powder that makes the teeth shine like polished pearls. Tooth Paste and Liquid Dentifrice — all leading makes — at bottom prices. Specimen No. 10. We Invite You to Sponge on Us To=day Three big sponge propo- sitions : First, a 15-cent assortment of pure Rubber Sponges for face or body. We don't ask the usual 50 cents, because they are slightly irregular in shape, and the manufacturer, who keeps his name off the tag, was willing to dump a big lot on us for spot cash. Second, several barrels of lo-cent soft, velvety sponges for dress cleaning or regular use. Larger and better at i6c. and 23c. Third, a big lot of those tough, rough, carriage and harness sponges, 8c. up. Bet- ter buy now if you ever ex- pect to have use for one. If these prices are not sponging on profits, we need lessons in arithmetic. Specimen No. 11. certain leading brand of underwear that is healthful, superior fitting and a wonder in resistmg wear — and offered, perhaps, at a special sale price ? Pay particular attention to specimens Nos. 9 to 14, each ad. dealing with only one leadmg article. Every druggist, almost, who advertises, will acknowledge that it is hard to decide on just what to talk about. The trouble is this: he overlooks the dozens of articles great and small that people want, and it has never occurred to him that they were worth an ad. Banish forever the idea that each ad. alone must fairly catalog most of the store stock. The day for all that has passed, even granting that it ever existed. Anxiety, too, spoils many a busi- ness man's advertising copy. What is wanted is simply a continuous stream of ads. that are so bright and instructive that the entire community gets in the habit of looking for them. 70 POWELL'S PRACTICAL ADVERTISER. OS Some people seem to think that the drug man can only be associated with pills, squills and things that alleviate suf- fering and pain. They don't realize that "times have changed since Hannah died," and that the real, up-to-date pharmacy car- ries lots and lots of things that are a part of the well- being and comfort of the average home. Another fearful blunder: The idea that department stores ask less for these goods than we do — notwithstanding our long established reputa- tion for close profits, and sometimes none at all. If Madame will inspect our elegant toilet line she will find an interesting assortment, and way-down prices — Combs, 4c. to 69c.; Brushes, 1 8c. to $1.75; Manicure Sets, 27c. to $1.10, etc. But here's the biggest offer- ing: a $2.50 silver-back Brush, a fi.oo Comb and a I3.00 silver-back hand Mirror, in a celluloid case, silk lined — All for |3.89._ Where's your department store ? Specimen No. 13. If You Need an Atomizer or Toilet Water You will be interested in the large stock we have just open- ed, comprising selections from all the best makers. An Atomizer at 23 cents that the small dealer only parts with at 40 cents. A better one — silver deco- rated bottle — 90 cents, and sold universally at $1.25. Violet Toilet Water, our own laboratory make, 21 cents and 37 cents — nearly twenty per cent, under price. We sell more toilet waters than any two stores in town combined, and if you are not immensely tickled with any- thing we sell you, back goes your money. Bath Towel sale next (to- morrow's ad.). Specimen No. 13. Bath Towels and Soaps at Acquaintance=Sale Prices The Cleno brand of Bath Towels is something new, and the manufacturers were willing to make pretty low prices for introductory purposes — A sort of Acquaintance Sale, you might say. And to make it doubly interesting we concluded to do the handsome thing ourselves by throwing in our usual profits on bath soaps. To-day and to-morrow this is what you can buy: Cleno Bath Towels, full size at 33 cents for 50 cent value, with a large cake of absolutely pure Castile soap for good measure. We will probably be "clean- ed out" long before Tuesday night, and then your saving chance is gone. Soap holders, bath seats, portable shower baths and a dozen other bath room acces- sories. Specimen No. 14. It is impossible to include in this hook all lines of advertising, and it is entirely unnecessary, since the main thing is the vital principle. The drug ads. in question afford study for all lines. The ideas and models can be made to suggest other things in shoes, confectionery and what not. The illustrations may take less room — likewise the text — but the principle remains unchanged, and I can scarcely reiterate it too often — the fact that everybody wants soap, tooth brushes, sponges. PREPARATION OF RETAIL AND LOCAL ADVERTISING. 71 We Don't Need a Town Crier to emphasize the fact that our corset sale which begins this morning offers by far the greatest opportunity ever heard of in Salem for sub- stantial price saving. We have earned the high- est reputation for truth telling and our announcement that profits are going to fall, is sufficient to draw a store full of customers. No need to recommend these superb Nemo Corsets to well-dressed women. Suf- ficient to say that our stock presents a fine assortment of the very newest models. At $2, Nemo Corsets of fine French coutil, trimmed with lace and ribbon; straight front, high bust and small in-curving waist. At $2.75, Nemo Corsets for medium figures, made of handsome pink, biue and white brocade, beautifully finished. At $3, Nemo Bust Adjusting Cor- sets, can be made low or high, pro- ducing short or long waist; made of fine French coutil. At $3, Nemo Corsets with new Mili- tary belt adjustment, giving perfect support, small waist anil high bust, double supporters. Specimen No. 15. Look All Over Town then come to this store and inspect our new Top Coats at $15 — worth $20. Look where you will, there's nothing in the whole city to compare with these splendid ofarments. Hundreds of fastidious men who have seen our Top Coats have simply marveled at the high standard of fine tailor- ing — Marveled at the up-to-date- ness of the models, which for fabric and fit are a sort of revelation. One distinguished pick is characterized by long, wide, peaked lapels, with deep slits at sides of coat. Others to suit popular notions. And $15 — remember that. Some People Are Always Too Late to take advantage of our offerings. Only yesterday a man with plenty of time for shopping, called to get a pair of those I2.60 shoes that were on sale a week ago — and sold out in less than two days. He wanted to save ninety cents, but let the advantage slip away. But we have just as good a bargain for to-morrow — but in a higher priced shoe — a I5.00 dress shoe in patent leather for exactly $3.65. Don't rush into our store after Wednesday expecting to be supplied. Only a hundred or so pairs in the lot. Specimen No. 10. Specimen No. 17. toilet articles, atomizers, bath towels, etc., and they prefer to buy of the dealer who is constantly informing them in his adverdsing about his new stocks. They soon get the notion, unconsciously, that druggist Brown is the real thing; that his stocks are always new and extra desirable and that his prices are low. Everybody likes enterprise and there is nothing on earth like advertising for educating the public in this respect. It isn't the one ad. alone that counts, but rather the condnuity of effort resulting from weeks or months of properly directed publicity. Specimens Nos. 15 to 19 represent a peculiar type of the chatty ad. with illustrations that are not specific. These ads. are similar to the Rogers, Peet & Co. efforts, and can be employed in 72 POWELL'S PRACTICAL ADVERTISER. Polite Attention is one of our cardinal rules, and every salesman in our employ knows that he must give just as careful attention to the investigator as he would to a sure buyer. Our goods are always for inspection, otherwise it would be a foolish waste of adver- tising money. Two items for to-day — in- spect them and ask questions to your heart's content. Four-in-hand Ties, 1200 at 25c. each. Ten shades in plain poplins, and dark fancy weaves. Very dressy — two inches wide. Pretentious stores get 50c. for nothing better. Don't ask for them next week. Embroidered and lace robes at $22.50, $14.50 and $10.00. Both white and Oriental colorings for all complexions and all tastes. Special Mon- day prices. Specimen No. 18. Our Strong Lines When we opened shop three years ago, some people said there wasn't any room for a new concern like ours. Well, surprises are the order of the day, and it didn't take us loner to demonstrate that we had the right ideas for suiting customers — that we knew how to buy and how to sell. Let us make practical ap- plications : Selection — in getting the pick of that Danbury hat maker's stock which includes all the newest summer hats called for by the most exclu- sive customers. Enterprise — in offering them at generous reductions, such as I5.00 Soft or Derby Hats for $3.25; $3.00 values at $1.98, and so on. Small Profits — just enough to keep off the sheriff and make a respectable percentage. Specimen No. 19. Furniture that Really Furnishes Your Home. If you are going to add new furniture you'll be glad of these hints : Malacca Furniture — a beau- tiful and artistic assortment made of malacca, bent in graceful shapes, combined with woven colored fibre. It comes in Chairs, Sofas, Tab- les, Desks, etc., the price ranging from $5.25 to $22.50. Mahogany Furniture — Set- tees, Rockers, Chairs, etc., at popular prices. A particu- larly fine high-backed chair, in silk damask at $46 for $60 value. For halls, we have four ele- gant couch models — rich, dark old mahogany upholstered to order as you may wish. The dark red Oriental covering will make friends at once with your rugs. Now is the time to pick from the biggest assortment — for every room. Specimen No. 20. conjunction with the specific ads. By this I mean, an ad. like No. 15 can be run occasionally with good effect, but I would not recommend it regularly. Its chief value is its novelty. I now wish to have a few words with the small retailer or the local advertiser who cannot see his way clear to use from five inches space up. Specimens Nos. 6 and 7 show how a single paragraph of text can be made to do efficient duty, and this plan can be adopted by the druggist or other dealer, provided some illustrative scheme is employed. Two inches is about the smallest space possible, and if run with daily changes of copy and cut, the results will in time be satis- factory. My judgment, however, is that this is only a good beginning, and that later the PREPARATION OF RETAIL AND LOCAL ADVERTISING. 73 advertiser of many different articles will receive greater proportionate returns by following the ideas embodied in ads. like No. 9. Specimen No. 8 is given to show a neat looking novelty ad., that is rather too general for a shoe merchant, who ought to present something more definite. My experience is that the average advertiser tries to compose poetry or draw useless comparisons that divert attention, when he should stick to the information feature. Instructive Classified Ads. The great daily papers, especially the Sunday editions, are filled with thousands of small ads., varying from two to a dozen or more lines, and coming under classified heads, such as Real Estate, Business Opportunities, etc. How many pay the advertiser is problematical, but the loss is very heavy. In real estate and other lines, a fear seems to obtain that good information is useless, and therefore, the casual reader who is looking for a country estate, perhaps, wades through the mass of offerings, and is not much wiser, as a rule, than before. This is all wrong. If a proposition is worth advertising at all it is worth proper treatment. A man who is willing to pay $15,000 for an estate doesn't want to waste time considering a cheap house at $4,500. Price, therefore, should be given. Location, too, is paramount, since "two hours out" may mean the hill top sought for, or it may allude to a locality that the reader would not settle in at any price. Why remain quiet when trying to sell? Classified advertisers like, too often, to save expense, which is like the saving at the spigot and the loss at the bung. The proven fact that the ad. which is lacking in information is a risky gamble, applies with equal force alike to the inch classified and page department store spread. Specimen No. 23 is about as perfect a real estate ad. as can be prepared for the purpose of inter- esting $15,000 investors and inducing them to see the property. It combines, also, the chatty, sensible talk that is always good. It will not interest the cheap prospective buyer, and shouldn't. Writing Local Puffs. Local advertisers are generally able to secure free notices in their home papers. A local puff may be purely personal or it may consist of a half column trade announcement, in which even prices are quoted and lines enumerated. Publishers often offer free puffs when soliciting large ads. and when they don't a gentle hint may secure the favor. Better results will be obtained from regular display, however, than from reading notices, paid or otherwise. Use the puff as a free aid to regular advertising and you will hit it right. As for style, have the puff read as much like the regular news item a^ oossible. Don't have X it a mere claim or statement. A poor puff: "Smith's Coffee is the best in town and at 30 cents a pound it offers greatest value." Better: "Mr. John Smith of Smith & Brown, our popular grocers, returned yesterday from a buying trip to New York. He informed a Herald reporter that he has secured the agency for Argo Coffee, which is the finest product of the famous Argo plantation in Mexico. Smith & Brown will roast twice a week as soon as their new roasting plant is ready." One of the best examples of free advertising that ever came under my notice was that of an enterprising real estate agent, who was of a literary turn of mind. He got solid with the local pub- lisher and furnished him many news items, and in one way or another he managed to work in his own name or agency. 1 think he averaged at least two puffs a week, and several times a year he wrote a half column or more on industrial matters, in which he personally played a leading role. In fact almost anything he wrote was gratefully accepted. Get all the local puffs you can without paying out cash. 74 POWELL'S PRACTICAL ADVERTISER. The Store of Quality Try our Mail Order service Advance Showing of Newest Style Conceptions in .LADIES' FINE FOOTWEAR For Spring It is our aim to make this department one of special interest to every lady of Sioux Falls and vicinity by producing a stock of noteworthy features. Its roster is made up of the best shoes obtainable — the very embodiment of grace, style and elegance — assuring utmost satisfaction. If you have never experienced the true sense of ease and comfort combined with shoe beauty, that accompanies a per- fect fitting shoe, we suggest that you try a "GLORIA;" it is perfection itself. We have doubled the capacity of this section, displaying an assortment unsurpassed for exclusiveness and completeness, thus affording an opportunity of excellent selection. We would deem it a favor to have you call and examine the new styles. DAINTY OXFORDS, New Color Combinations. FINE DRESS AND STREET SHOES Possessing Unusual Merit There are the Popular Heels CUBAN, MILITARY AND LOUIS $250 $3.00 $3.50 SPECIAL CLEARANCE All our warm goods in slippers, such as fleece lined, felt and bedroom slippers, also the Romeo slippers, are greatly reduced in price for rapid clearing. CHILDREN'S FOOTWEAR Just a word regarding this line- it is the largest in the city, without exception, giving us the lead to lufft every demand from an infant's bootee to the fine shoes for its seniors. Will you allow us to show them to you ? Spec'lnien No. 21. PREPARATION OF RETAIL AND LOCAL ADVERTISING 75 The Store of Quality Try our Mall Order service Advance Showing of Newest Styles in Ladies' Fine Spring Footwear (Introduction here) Dainty Oxfords (Description and Prices) Military Shoes Fine Dress Shoes St. Louis Shoes Children's Shoes Street Shoes Cuban Shoes New Combinations Special Clearance Sale ( oiowed by tex) (Imprint.) Speciiueii No. iiii. 76 POWELL'S PRACTICAL ADVERTISER. This fine old Coloniai Home with 16 rooms, two np-to-date baths, large hall 12x 27, white enamel throughout, hot water heat, laundry and wine room, plot 200x200 feet, 25x36 horse barn, large garden, macadam drive and all modern improvements, is the greatest bargain on Long Island. This beautiful estate, half a mile from Podunk station — fifty minutes from New York — is the best offer- ing of the year. Overlooks the Sound and adjoins many costly villas. A snap for a business man of fair income — say $6,ooo to $12,000 a year. Cost $19,500 to build, but only $15.50° buys it— cash, or $7,000 down, balance 5 per cent. Too much debating will lose it. Photographs and plans at this office. Specimen No. 23. Choice Neckwear. Very seldom do Washington men folk have a greater assortment of Neck- wear to select from, than the present stock at our store. The display consists of all the popu- lar styles, colors, and figures. Space is too limited to describe all, but will mention just a few. Midget Ties in all colors. Some are light body effects with beautiful shades in red and green. These come in 27, 28 and 29 inch lengths at only 25c. We also have a full line of four-in- hands to suit any desired taste, includ- ing the famous Windsor Tie. Sale price 50c. Don't miss this sale. Penn (g^ Bottenfield, 133 S. Main St. Bell Phone 107 Specimen No. 25. Nobody can safely say just what kind of weather— and walking — we're going to have during the next couple of weeks. Safe guess it won't be of the sum- mery kind — This is New England, you know. So long as you keep your feet dry and warm, it won't matter much. Have you seen the new Fall and Winter weights in Milford Shoes 'i" Same as summer price — $3. THE MILFORD SHOE SHOP, 35 Church St., New Haven, Conn. ABOVE RE-WRITTEN. No knowing what sort of walking weather we're going to have the next two weeks. Probably not the tropical kind— here in New England. So long as you keep your feet dry and warm, the weath- er won't matter much. We want you to see our new Milford shoes in Fall and Win- ter weights. And Summer price rules — $3.00. Specimen No. 24. Choice Neckwear. as- Seldom such a grand sortment of Neckwear — All popular styles, colors and figures. Sample hints : Midget Ties, especially at- tractive in light body effects and beautiful shades — green and red predominating — All lengths, 25c. — easily worth 50c. Windsor Ties, the newest creation in Four-in-hands, 50c. Others get $1.00. A regular necktie carnival for all Washington. Specimen No. 26. Practical Suggestions. The beginner in retail adver- tising should study the various divisions and practice writing them. Practice faithfully and don't expect to become pro- ficient by merely making spas- modic attempts when copy must be rushed to the pub- lisher. One secret as to why stu- dents in the Powell System of Correspondence Instruction make such substantial progress is because they are given practical ad. writing to do, and my constant revision of their work keeps them working along the right lines. While this system is beyond question the best in existence, yet many business men feel that they haven't the time to devote to such wide-range practice, and consequently they must rely wholly on such help as this book affords. In such cases I recommend the reader to re-write such advertising as is in his line, and try to do so in the way I have advocated. For example, the retail shoe dealer will find that by care- fully clipping out of the vari- ous publications the host of shoe ads., good and otherwise, he will secure a collection that can be valuable as specimens for alteration. One ad. may wholly lack description and contain twice as much matter as is useful as an introductory feature. Now re-write and supply the necessary descrip- tion. Another ad. may be padded to fill a given space, and a PREPARATION OF LOCAL AND RETAIL ADVERTISING 77 THE NORTH AMERICAS-. PllILAI)Et.rHI ^. FRIDAY nEC EMBER ^ T H K J O H tlW A W A M A K E R ^J-Q R E UV.ifhrr ti'Jjv: Tonight-Closed TOMORROW at 7 'FoSeTalTdAY Christmas Monday-On TUESDAY 5.30 Closing Resumed Store OPEN Tonight-Llosea lumunr^u.y u. ,-- --.-- .•— "■■ - _^ *-w Scan Your List Again- What IsForgotten? CI. Hdvf You Forf^otten 'T^rW/^G/^ SiillGood Stock \.KJ 1 Oi Because THlSj IsoaALL-THE-YEAR Toy Store Wl- .irc noi coma out ul business alter Chiistmas W* sell quaniilies ol loys every u JV m m.- > oar. i>o Uoiks. c'c fcf-; "r Not always so areat as duiint I'le hol>ys, ol course.bul slillj lull. ' Which means simpl- this: tatc-com-\ ers Hill l«id ,1 brtur aaortment here during , thett (iMf 'HO iio^ t Ihiin onwi-licre Wif . | No irash ihai we are iryiriR to del! ndo( ^v .umnc prices. 1 No un-wnnied toys ihal must be aot ^ nd ol somehow— tn the last rush. , ^olhlne but ulijt n worth ha^me—^nd all lit fJir /TUfi. I This policy is hrincinjj us ihc lartt-| est business wo ever had — which, means, ol course, ih-- larcesl any toy store ever hiid. IFoumH lloor) Still Time W HEN you are sure, as you are hei presented— Ct^'-'- M idfrtv " that no Bern will be ■ select iiin- When you arc sure, as you are here, that prices are lyrtometylow because our purchases were made belore recent ■idvances-Cic/'f cs safely cien in j lail-minuir scUilwn. When you are sure, as you musi be Iruni the present oulTooK, Ihai diamond prices (rising lor Ihe past ten years) are still on ihe inrrcase— rAcrr ;J iafety in iriecting ! diamond mcrtly m An\ dxamond. mounted or anmomtcd. may be impated qun-lly ■ n tlu- hohdJv 'bustle >n the Excluuye Dinmond Raiim. Fbr Selecting DIAMONDS The PIANO STORE Breaks ALL Records iA Man? the HA-r'sfoRtt |i-,,ii;ood lashion. wiih some pco- ylf, lu Kive regularly to a reriain man (near to ihemi, each Christmas, a line !silk hat. I We know a ureal many people's i sizes, or exchange can readily be 'made next week. Silt hnls. 55. S6. Kno.x-*. 58. 1 Qpt'V 1"'>- S*- St-- SB. I I Salr father hal t-uici. *nlin-l>n«[1.5n. S3. 510, I si:; sis. tm rohft, line pclt>. warm llrlnsi. SiO.SO 51 7£. B»-.t OffCv *a,-'. S2. Sa *nd J3.50 kind*— more than double day since its oman On Wednesday the sales those ol any previous Deccmb. , .„ , lion. Tins probably means thai they were lour times ureaier than in any other piano store in this city. Tt is a spontaneous endorsement not only ol our system, but ol Ihe msirumenis ihat we represent. I And it IS the endorsement o( the best class of buyers '—those whose opinion is most valuable-as is proved by C h'jvf You Forfro//Cfi; the laci that nearly all the instruments sold were oi the "^ °' ^ Uprovcsalsothe wisdom of our policy of bringine the hichesi (irade instruments within the reach of the music- Am*-(ican . 'ub skates -a special i^jj ,nipi||j.e,„ and ambitious, regardless ot their (man- purchase br.rnts these low prices: , jcial status. ^"lLru^,«-'sr23 . P..r iron. 52. .i«s 9.|] MORE AUTOPIANOS nierestinc events in the whirl of NEWPIAXOS I Plenty ol all styles o( Chickcrine nana exrept Quarlrr, Grandi. which are all Rone; but we have a leW ol the new ■■Infant " Grands in slock. Probably enouiih Campbells at 5)95, SIO down and 56 nlh. uah Gfj SkclteS? RtDUCED PRICES; special] NiCkPl-plated. St.5n ■ pair If om 52. SO Among the i lop», 5 1 .75 C H.iir Yo Perfumes? oueen; Mary" Toilet Waters' and Extriicts— Boxed j Ready to pack and deliver a big quantity by tomorrow evcninij. * 'yesterday's Kreat business was ihc i^lc of fnc Auli>p-anos 9aittretn'>,,„ fifteen m.rufc^— each to an independent buyer. Addi- I lionalsales during the day nearly e.xhausied our stock. SI 73 a P»"' but this morning we received a lew more-the manulac- ''"'" 'turers having lavored us beyond our expectations and Forgotten \ we hope to be able to fill orders lor another day. I This marvelous instrument seei iscinaie every- one who hears it. Price only S485. which is S2ID0 to !S400 less than you can buy anything that even approxi- mates to it elsewhere, .Third (i«j., cn.tm^i "."'i at S22S. Merrills at SJ-iH, and Emenorn' 1 at SJOO to i45.0. I'dici short as usual. Anetlm Piano-Playen.. ' we tear not more than enough lor one day more. USED PIANOS 1 A few that are unusually good, and bargains at Ihe ] prices. Among ihem are: lifighi. originally S27S. now SI60, uprlilht. orlsinolly 5400. now S165, • Hhl. oriclnally ?375. now S3S0. lollv S1T5, now S300. I Knnbf upc.ghl. oriB.niilly S475. now S:J25. 1 Chickctmc upnehl. ottem.illy S050. now 5500, TERMS Any piano— new or used— may be paid lor in rrionlhly payments Irom S6 up. The evening is a good time to select a piano— not so much noise and confusion. We can deliver pianos up to the last minute-=-for Christmas. upriit"!. origin 1 .'5c . Jf5-i, G, Have You Forgotten] Handkerchiefs | lAmongthe SMALL GIFTS? Males. 60c . S-> a butile. <.,.»'! r^TUit-itar^taer: lAcSac: boitlci. SJC. .30c- ICtnitr ol siorei C HiM'c ) nti Forgotten SlinOerS'^— S?' ^l^^^ ]pr,celroma2(..cio50c. OlippClS. S 1 .50 i'"^ wc will put them in Christmas For WOMEN. Slj 'boxes for you. il desired, to be sent Gill goods ol inlcrior quality would j |by mail, reflect upon the giver and our store. A late shipment from Bellas! rived only yesterday, bnnRing a it sand dozen plain white hemstitched | handkerchiels (or women, ranging ii You can buy as s.ilely m a hurry, al Ihe Ijsi moment, as at any time. We bock iir- every sale— holiday time and] all limes. I Our \l»xk is J'l rxlenm c and comrlele al I ilJf Itme^ Ih.il exili>ineri tor size are alu-ays I fOiiible. except as specially mentioned. I For men— Bomrn p..iicrii. black ourt rufiet. ' lor iiijmc;- Especially (or bed-room i and house wear. KnIIKfl. many colors, Irillicr sole, lambs- 1 .c. SIX mtitoldered l»' 1. Kom 25z I jidprctl Irish h ;. 75c. i2''Scand 3Sc, i(in( to buy for mm can msitlehed liandkcrchicls tor rrH inlltals. 3Si: ai HHave You Forgotten^' fL Have You Forgotten That FUR COAT BOOkS?— Then Run Your For Your Wife?— Still Time ■ Eye Over This Lisl : We'll save your minutes and let Ihe I coats do the lalkina today— only say-| ing here that dow n lo the S25 electric i seal coats the same patterns are used| onwhirh our linest Alaska sealskin i coats are cut. i The ten qualHy nearscal jacket. 30 \n.\ long, that can be made is here lor S65.1 Others: ^ I r. »3S, 2* » ( C Hare You Forgotten Silk Stockings? ; bow and 1 \ C Have You Forgolfen' A BOX OF PURE 1 Fresh Candy? ] Plenty ol every sort loday and all ol it Ircshly made— (hr finest quality and widest assortment of mV (andiei in the city; boxed under your directions in! prcily packages lied with colored ribbons. \ The most astonishingly good S-pound' toics of eanJy for SI and SI.2S: same' quality all through Irom the top to the bottom. 1 =.;-.t...;.jv. MxMbc • 1.50, Tht lai »lc,. CANDY CHAINS. . B 5 -pound box. nvtlly rut ey<-'ttna\ irrn. C Have You Forgotten GIRLS' Storm COATS or JACKETS? „ .. a,o, STEAMER ST- PAUL Just Lands a SPECIAL SHIPMENT I was a hard race, but the St. Paul got here m time— the stockings are shown lor Ihe lirst this morning. For \fomen — 75c stoekingi for SOc— C Have You Forgotten DRESS ) PATTERNS? I Scarcely a moment to wan— pick out the pattern you like best and it is ! there, done up in a box and the right ! number of yards. C Have You Forgotten Women's Weatheralls— Mackintoshes-SHAWLS? IN WLATHE.RMLS, I Flag, by W.n ol General Robptt 'I John Puke, Lord 1 on Company, by Idi ni Thomas Jtllt ICteir, . 510, I. by Elizabeth t spun .^,ble. -510, 515. S20, 521 and 525. I MACKlNTOSHtS me neatlyboxcd and guar- anleed as lo color aid wear. 54. 5-1-SO, 55- Cnildrtn-i maft-iioihf. S I -85. 53. H and 35. I KNITTED SHAWLS huvc 3om« Burprl»e> I among ihem lor CUnilmas stiopp«ts. ; Soil, dainiv. mofhme-woven kinds In bUck, 1 while and gray. 7Sc to S3 50. I Hand-knit shoulder capes, pink, while and [blue. SI; crimson rsc. 1 ISic-nl I'o... a>mr.u>.>>*»il I C Have You Forgotten jDoAvn Ouilts?— PEOPLE Have Asked Us to Make These 1 SPECIAL PATTERNS~$5 ol Thomas Hart Benton, by Meigs. S2. Mrs. .Maybrlck's Own Slory, ■■ Lost Years." S 1 .20. A Defcciive Santer CIbus. hy Jamei Whiicomb Riley. 51. The Ballad ot Reading Coal, by C. 3 3. 51. In Love's Garden. bv John Cecil Clay. 52. 20. The Cathedrals ol South-tn Trance, by Fran- cis Mtlioun. SI 60. Reminiscence ol Peace and War. by Mil. Roger A- Pryot, S3, Roma Beala. by Maud Howe, 52.50. Shakcspeates Town and T.mes. by Ward, 52,50. Letters ol John Ruskin ion. Z vols.. 54, C Have You Forgotten BATH-ROBES for MEN? FKLNCH Robes. S3 In S18 From the one m.-iker in P.ins who leads the world in Terry robes. D'Hna his laruesi American customer, wc I <]uitL- naturally secure advaniaues in * prices. S3. S5. SG. SC.SO. $3, S8.50 $I0,S135Q,S18. (Chestnut street) C Have You Forgotten NECKTIES?-25c lo S4 At Miirket street a great vaneHy at 25c. At boih ends of store alresh collec- tion at SOc. At Chestnut street. Ihe lincsl from Ihe best makers. SI to S4. G, Have \ou Forgottert UMBRELLAS? some $6.30 and S7.50 Grades lor S5 The men"s handles are buck horn. Cape horn. i\ory and natural wood liver irimmed— all mounted on a line qualiiy ol Levantine silk- ll'nmfo > ISB to 57.50 grade* lot 95l have • great variety ol lancy handles. I'lMpn liifiria umb'CHnt. lot men and women, still m good supply ai 51.50 and SI'. c C. Have You Forgotten The Automobile Owner? CivehlmsomelhlfiBlorhi* 'Christmas , man tor H lo It-ttai pi tlO, From our omn irerl— tackct* lot 55— were s; 1 ' H you hunt through the store you i carv't lind anything more useful. I ' jj.7j-r«t iD.iii-Ovoai Stioni ] iippie eiderdoi 41. Hax-g You Forgotten^ Ia'eI; Petticoats? ] They wanted colored figures (mosI-| ly pink and blue) on while grounds,' backs ol plain pink and blue lo match i —so we had n quantity made up in| our own laclory. They are excellent sateen, tilled ! with best white goose-down. 6x6 H..S5. Il is this carolul attention to the wants of our customers that has in- creased our down quilt business this year far beyond all past records. G, Have You Forgotten Eiderdown WRAPPERS? ty 15 af>d 15 SO Made ol plain II mtfsicians. poeis, s," In oak frames. ipet and liamed in oak 52 30. Christy's colored prints in oak Underwood's colored prlnU, Ir C Have You Forgotten \ 2y Neckfixings? I WOME' HOLIDAY Sc wi bended iiocka wiih ope For loraod 15c Ihe Some peilcaly lresn» 52.50. iThird lloor. Mntkc a. Have You Forgotten Boys' Clothing? FIVE SMALL ODD LOTS i Very little prices— some reduced a hall, some more. Perhaps just the| suit or garment you are looking lor to I supply a last-hour gill. e ar* now Beiiin^ C Have You Forgotten Something for a Horseman L,.; or Horsewoman? ; ! ' Crofi and iiAlf.-many exc^u^l^■e design* i 1*8 5 e 56. SO aoft which at 53.50. .'.JO~bluc cheviot, 15. 16. mill, J5— worth 57-50 and 1 in euiomobiic s C Have Yon Forgotten A Table-Cover SCARF or MAT? The mats were made last summer at odd times, and on that account are a third less in price. crri ol verona vclour. AVcraclnG^lx .niinu»*c»lia>". >l T9i<>M?&- ,r,. i...h»ac«i'.i.on. so JO •/.« 17-39- —tapestry. Irinsetl all round; O raney Ncrolk i ,1 I, .— worih S8 50 a' lilk sewed. lEnlresol. Marliet si velour. tor slltlns-r( Leather, lor hall or den— 4 30. iSctooMIwi Specimen Page Advertisement Sho-wing the Inland Type Foundry's Dorsey Series Used for Text and Display in Combination with MacFarland Italic. Specimen No. a7. 78 POWELL'S PRACTICAL ADVERTISER. fACP TM[RT*fWa nir INDIANAPOtlS MORWNO STAR. SUNDAY. APRIl 10. 1904 An Entire Page of Extraordinary Values-Every One a Feature ESTABLISHED 1853 THE NEW YORK STORE A RECORD OF riFTY-ONE YEARS AS INDIANA'S GREATEST STORE F'EXTIS IJH.Tr GOODS CO^ Indiana's Representative Showing of Millinery ^^"^^ ■:4- tiquitilf «*» Jriijni in spring millinrry o( ihf qujiily ihi dnpaniMMii *o popul»r. H»n ihit posttii j dmmtnve tonr t^ln2 ihovn in the Stilt Pricti not neir vhitiht hitiirc vorth. Suppoie ^,< rou comr MonJiv *nde of Uoe I'.kU °s *> bua*° >i'iir "* I'm* *°u(|' mp>^°' olij 01 naline in Ui[e »od loiill ihapet. ■una :it. — b.c Editorial Comment Another Innovatton si (hl9 progressive store. Pettis Dry Goods Co. Now lor a Three Days* Special Sale Women's Spring Suits We pldcf en i^le Monday over 2.000 spnng suits in all the favonic malenals and colors, beautilully tailored artd in every respect handwime and desirable garments at much less than they are really worth Such excellence in style i9 rarely offered at such low prices this early in the sea3t>n You will be wise to seiie the opportuauy. Eton luiti made at Tme chcviol oi bioadclolh. jackeu liUeU or lalia Used, ■kiru ID Caiins style, ualioed. tpccul, ., ^^ A Afk Over 500 tuiu at 112 M in evrrir good and dnirable ilrli <^'
a»t* ciaif* lot •! •olu BbuiuBf fMc** and >biu Habulal allha. Id di»BBorli (Br- ri;^ .•"■"•"'-"'''''»»•« kAvE'""'""""' — ft>ti ud Wilt Ccstai BeautUul Black Goods '•"mi SKCK'.''.'- '«"» •'.■ix,;s; " 8Sc ■• 8Sc S1.2S >l,SO cho'fccsi" Wash Goods Assortment Every detirable irave and rrint'fe i* he'* '" » brojd aiioflmenl of (,-iiciri CI Poinl de Bru«lle» 2B inche* "ide, a bojMul mercen'tH wathable fabric, itiy ihtri »nd_ while proundl aiith Ihrcc ud lout'oned Doral pntitlngi, very OBly. a yard. , - - . Iriih Diniliei 30 inchei widti isoie beagiKul than ever, new ide*t and pruit- tngt. all worked out on a new cloth. 50 chaice deiicnt totclcct trors. 'riih Linen Hopiack 2T ischei wide in light blue. tan. navy and si*y "'^^ mercetiicd bouretie eflecii for jhiitwaiit* and tub luiii, • yard Bayid'^e eolton covellie* 29 inch« wide (or early »prinj wear, tomei in navy. (ao. reieda. i julrlen bto-n. Iiehl bloe and champagne with luhed eUecu of tk.rtjot ah.iiivaiii Juiis. lyard Nouveaute mull 28 incbet wide in white and linted cioundi. alio black and navy with brautilul dotal pnnl'ngv roiebud. Ipiayi. Ieive>. dot* and fancy [leoret. corobined with damty theet 4Ca lace iti'pe cflecti. toti ud cliney for tireet and part/ eownt. a yard MU^ Uoiraine tiliue 19 inchet wide. fiWy diUetenI new iprinc ihade* wilh neal embroidered liguret. do.4 T.l. Ilolli )-ju .»■ I. o.. of .."■-.'":.■?'"'-■•'•'"•' " soc "••'•KFivrrlrir' v" ';.H'r,v."""""'"75c '" ■ .„. Select Your While Fabrics Now 7Sc si.sil ^:-jt. i5c 'VM2■■,■.•.,^■,'■.••;:,:"^ , »sc An Unusual Sale Negligee Shirts 49c "69c "98c Ribbons a Fourth lo a Hall r^si.*.M. iv:,— -yj , s:;jj.»% ;. ~r., ■"- -,-5'; £W",.iy?::~~'."'>K' "'*'""""-iii't.',V.,-? China Cabinets Some place to show oil the fancy China is the deiire La VIda Corsets M b'u jf ■4l"e Rootn'cit hat ruf madfU of ikt idrr hfti hrcutht Drrty Dav- Afanv Jvitd ifT ihit tvtnt — fitlurtiyut eJaflaito%t c/ /ameut fe> Tilt Aim Strimll (/>ti Chic veils and neck-wear r^OKRECT ve.li for Derby Diy— Chint.lly lace, chiffi ^-^ and > wide vineiv ol netj m new colofs and deii(;t Saiemeor Muli ebcuill* nJi. Special showing of the new Fasso corset models TAtrJ tfi-.*. S!ai New effects in linen suitings NEW fancy «cavei in linens tor shiitKiisi suiri— all (he toolrii, imnttesi colors, while, unblcailicd and notural linen ihadei. net. voile-, boucctte andcraih effcciv Firmly woven, il launders perlettly, opcn-meihcd. il is one ol the most popular summer (abnes. at. per 'yard. 25*. Annual sale of ribbons An offering of unparalleled values THE ribbon sale opens its lerond week with added at- tractions. Fresh shtpmenta have been placed on ulc — the choicest weaves, at sinkingly low pticcs. 10c plaifl ■■)<] Il 10c hnt 1U1 3Sc lanr 35c imporltd b ncim riblHiD, l)t tanhn. * e(* nbboa. SK xi> . itv.n mnMiribboa, m imhct RrU iibboo, tK .a., loli Fancy leather wrist ba^s FRENCH soede hjgs. bigh colors, lancjr gun-metal and jeweled Inmes— Derty I>ay novel lies-' be hs tti match, new style harness buckle, at 9,1*0. 8. SO. T 90, aod q.OO. :. rfi'h eb.in basJ Clearance sale of tailored suits Costumes for Derby Day reduced 1 rhi: r* stock o( c ind suits is included in in silks, vniles. crepes, >Sl popular colors all $35 $75 $50 $100 Price reduction) in suits Special— A crcii lot el >amFa-> raaibosi aed t •nKi oW.ff tda tv.rsiDd 1 .TS Skirt «nd coat clearance vna > rf t-i!Smv vn ai^tnttrt, tS •5 /■«< mt. m^lu M rv.A, itisJ./m .«, ft^, ,M , »w ■ yr ifK a*A infii &iim. Jwttfdit 11 If ewa 'T'H Smart foofwear styles for the Derby I.6S iQd I as. Trefousse kid gloves for the Derby 'T'REFOUSSE kid glove* (lult- ■*- less in fit. soft, thin and pli- able, in the most delicate (hades — the pertetl finish for » haodtome Derby Day eoatume. laemeot: Womto'i All Oriental rugs in our magnificent stock — the choicest specimens from Turkey. Persia and India — • at radically reduced prices Annual remnant sale of silks Prices one-third to one-half former quotations^ 'T'HE siTk taJe inatijnraled \UX T»«»*iy ras the most (*niafli«e und. t»nrt i-aidi 11 In USfS. hit .St. .euM ,.< picton .1 C".r ..[Mifi'ioo lo> «V.o]uU iR-h.,.lltn, w-.t doi «a.>sl..>.M bi.ond qu.ii.oo. J.0O..tl.. ^•^* B26a.il.,' ^^ Ifioit.'r*' 1,89.111,.'-'*' 6Se..lk. '^*' , In order to BUttain tbfl (ntetiest m (he sale, we have included many silks not pre- vioutly sbc«n. There ore hortdre* of lengths (rom IS to 20 yards, sufficient (or lull suits. The prices hsve been nviavd «Ad mada-even lower than those which we quoted last wezk. Sunshades and parasols in Derby green r^ORRECT ceaehmg parwob ^^ and sonshadca tee displayed m a bewildering variety. The latest effects gnea. which it ; correct tolor lor the Derby. 50% 33K% 25% Discount sale of rare artware cut glass, clocks and china ^ CAfV off marble 6g- 'te.Of oSbroascbuRa. 1 ety off Hs*iriad ^^ /O ufK. lad buiM, ■^-'/C gutiJl art fla... '■'/O cti.u and all OMa ifo, Boial Crown Dfiby. Vrton. Krvi« plaua. paimai, i-uJdint i*i.,cl,op 'VXU^ off Royel tCyOf off Hchcutg1a»s, inCT'oSchafingdi JJ/O/fc Vienna »»«., *V/0 \V.di«ood laipci ^^ /O in kdilf., , iBand. clf>itc«D(. EDcliita •Iccltic lamp., ooti and ^T.iidii, crnckos lod fald- J Half price sale of fine lace curtains THE heavy Belline of 1 arc to be discononi S{H'cinien No. 29. Stronger. Of course, the re-written ad. occupies a little more actual space in larger type — \i point Old Style — but by counting the words the "boiling down" will be noted. Practice like this, even though it is not an improvement, is what is necessary, and the Cyclo- pedia in the back of this book can be drawn on for material and data. 4» Introductions. 4» A Little **Hot Air" So Called, Judiciously Introduced Before Getting Down to the Real Business Facts, Stimulates Interest. The value of the introduction feature in a large department store ad. — or most any ad. of size, for that matter — is unquestioned, providing it does not extend throughout the whole effort. A good introduction in a large retail ad. is indispensable, because it is a sort of declaration of principles, and generalizes pleasantly on the strong features of the event. The ad. writer, how- ever, should not depend on the introductory features at the expense of the news, facts and money-saving proposition. The small ad. of say five or six inches single column should not as a rule devote more than about two inches to introduction — then give the facts. The following pages will furnish good study, and while of course they can be modified or copied with slight changes to suit the occasion, yet it Is best to catch the drift and originate some- thing new. Practice writing introductions until you are expert in it. Other stores and manufacturers wonder how we can make such an offering as fills our counters this week. Trade experts can analyze this Sale as our public can not. They realize that everything we offer is fine, perfect, staple goods, that there is no real trade reason for reducing the prices, and are amazed that we have succeeded in presenting such an offering for this annual event w'ith trade conditions so much against us. New fashionable fabrics and furnishings at prices that com- pare favorably with what you would have to pay for out of date, shopworn goods and bankrupt stock. Give us a chance to show you what a little money can do. Its purchasing possibilities in our store will surprise you. The prices we quote are only a few among many equally low. Remember that satisfaction goes with every purchase or sale. Put us to the test We don't believe in cutting prices and we don't have to cut ours. We make them right at the start, and this makes the goods move. If any line shows inclination to stay with us — something that very rarely happens — we know that the price is not to blame, and that the goods must go. When this decision is reached it is not a matter of price cut- ting, but of price obliteration. Cost is not considered in the matter at all. We simply wipe out old prices, and make new ones that will compel the goods to start. A glove on the hand is worth two in the box. This is peculiarly applicable to these gloves for women. Put the glove on and you can tell the value at once. Never mind who made them. The light weight kid is soft and pliable, insuring a good, comfortable fit, Our long experience ought to count for something. \^'e have made a careful study of the wants and wishes of our patrons, and believe that we can satisfy every taste and meet every requirement. We have always succeeded in pleasing our customers, and are better prepared than ever before to give them perfect satisfaction. If you have never traded with us give us a call. We believe we can suit you too. Our competitors look and wonder and do not know what to think of it, as it is a known fact to them that we sell our goods as cheap as they can buy them. If you find anything wrong about the goods you purchase from us bring them back without a moment's hesitation, you will find us more eager to meet mistakes than you are to dis- cern them. Satisfaction everv time or no sale. Annual November Book Sale. — .An event brimftil of interest to book lovers. Anticipate your Christmas wants and save. For a number of years, it's been our custom to conduct a book sale. This year we're better prepared than ever before to furnish books to meet almost every requirement at most liberal price concessions. We have a broader, more comprehensive book stock than ever before. Eye strain is conducive to many diseases of the all- important organ ; nay, even acts detrimental to the other parts of the body. How important then it is that your glasses are fitted perfectly. It has been our specialty for thirty years. Have you any use for a good chopping axe ? If so, here's the place you can get the best that are made. A[[ kinds, single or double britted. 80 INTRODUCTIONS. 81 If you want to save money, you can't afford to miss the opportunities offered at our sale. If you need the goods or are likely to need them during the next year, you will make hig interest on your money by buying more. Before you send your money to the mail order houses give us a chance to show you what we can do. We believe we can give you better satisfaction than you can get if you trade with strangers ; we are sure we can give you better value for your money. Not the cheapest, but the best, is the motto of this store, and we aim to live up to it. You will find no cheap trash here, but we sell reliable goods at wonderfully low prices. No one handles. We have no get rich schemes to offer you. We are not running a gift enterprise and we give you no chances in a lottery. But we are selling reliable goods — goods that you need every day, at prices that will save you money on every article you buy. For some to buy Christmas gifts ? Not a bit of it. Now it just the time to make your selections before the prettiest things are gone. Everything is fresh and bright now and nothing has been injured in the slightest degree by handling. Another advantage of buying early is that you avoid the crush and compression usually inseparable from holiday buying. A boy's physical development depends a good deal on the kind of clothing he wears. It should be all wool to ward off rheumatism ; perfectly cut and fitted to give his limbs free play and make him grow up straight ; of a thick- ness suited to the temperature to keep away colds. We don't want to spend much time in praising our goods. We want you to come and see them and form your own opinion. We feel sure you will be perfectly satisfied with both the quality and the price. Sneezing yet ? Well, you will be shortly if you are not now. Remedy ? our men's medium weight under- wear. Of course it isn't safe to risk thin underwear these days, too many sudden changes in the weather. Ferns, as graceful decorations as nature ever produced ; and palms of all sizes, from tall, stately fellows to wee but ambitious ones. Such is my special offering this week. Specially fine specimens specially low priced. A good set of teeth gives expression to the mouth. Per- haps you need a set, but dread having old teeth extracted. Our new botanical discovery applied to the gums prevents any pain whatever. Will extract your teeth in the morning and have the new set ready at night. They will fit or you need not take them. Did it ever occur to you that there must be a reason why so many people recommend our health and accident policies. It's this way. We pay all claims prompdy and without any fuss. Call at our office and get list of 53 clauns paid within the month. Cheaper than rent ! Yes, cheaper than rent is our plan of building or buying a home for you. Besides you can build just to suit yourself. If you own a lot we require 20 per cent, down, and if we buy a lot and build for you we require 2 5 per cent. down. In either case balance at the rate of $8.00 monthly for each thousand dollars we invest for you, and in a few years you own your own house and the landlord does not. Don't that beat paying rent ? Come and talk. One thousand boys wanted to put their feet into one thous- and pairs of our bovs' fall and winter shoes. Good boys or bad boys — either will do. Neither are we particular about the size, for we have all sizes. We have the shoes to please the boys, and to please pa who settles the bill. Furs for Fashionable Folks — not a single piece of any kind did we carry over from last season. No " moth ball" odor in this fur department of ours. Absolutely new, fresh, clean, stylish and beautiful pieces is the only sort that can gain admission here. The gathering as it is has entailed much thought, worry and extensive work. Every garment is made from the most carefully selected skins. No seconds are con- sidered when we go out in the fur hunt. You should be just as careful when you go out to buy. It is hard to tell sometimes what kind of affelt is back of the fur. You have to depend largely upon the veracity of the merchant. You will hear the truth, the whole truth and nothing but the truth when he talks to you. Just because most folks look down on it, a small boy's hat is about the most important part of his get up. Instead of the time-worn styles everyone knows by heart, we pick out the best straws and shapes and have them trimmed in designs of our own selection — that's how we've so many un- usual and pretty things among the Jack Tar straws, cloth tans and automobile caps we're showing boys this spring. For with hats, as with furnishings and shoes, only the best is fit to put alongside our high-class boys' clothing. Our fijrniture buyer is a most particular man when it comes to suiting him on the mattress question. We don't know how many scores of sample mattresses have been sub- mitted to our inspection and discarded as not up to the mark. Sure it is that a mattress must be well made and above all stuffed with a sanitary filling before it is accepted as fit for our customers. If you rip open the mattress on which you are sleeping you may find some puzzling stock inside — but here you will know just what you are buying for the knife goes in the seam and the customer is made thoroughly aware of the contents. 82 POWELL'S PRACTICAL ADVERTISER. Don't bite off wire with your teeth, pull up tacks with a table knife, open fruit cans with a screw driver, split wood with a butcher knife, sharpen your knife on a crock or borrow your neighbor's shovel or spade. Last but not least don't lose sight of the fact that we carry in stock every conceivable kind of tools that are used in the kitchen, shop, field or garden. Why delay your visit to the store ? Good bar- gains await your coming, and )'0U will find them here when- ever you come. But some of the best may be gone before you get here if you linger too long. \^^hat would Thanksgiving be without a turkey ? and what would the best turkey be without our cranberry sauce? We can supply you the turkey — a partly Thanksgiving bird — if you send in your order in time, but don't delay or you may be too late. We don't furnish the sauce but we can supply the materials — genuine Cape Cod cranberries and the best refined sugar. We have lots of things too that you \\ill want for the Thanksgiving feast. Annual Thanksgiving Oftering — Splendid preparations have been made for our Thanksgiving sales — our buyers for months have been looking ahead to this period and their pur- chases of high grade dependable merchandise have been very extensive. Great saving opportunities are off"ered shoppers owing to shrewd buying and an accurate judgment of the people's needs. If you buy an article here and find it in any way unsatis- factory bring it back and get your money. Don't want your money unless you are satisfied and you have your money's worth. This is not sentiment — it's business. It pays us to treat you right. Fall clothes for men arriving — coming in fast — yes, and going out too, for already a good many men have liked the new styles so well that they have bought their autumn suit. The make room season is again here. Our fall line is beginning to arrive. The heavy suits and overcoats take up much space. We have to make this space now. We have quite a few single suits of lots of summer and medium weight left. These we must clear out regardless of the season's sell- ing price. We wish to emphasize an advantageous feature which marks our peculiar selling organization. It is nothing more or less than the agreeable manner in which our salespeople wait upon a customer. Giving the smallest transaction the same careful attention and interest given a purchase reach- ing into the hundreds. This plan, which is carried out all over the house, greatly enhances the pleasure of shopping. It seemed that people were just waiting for such a store as ours, where they could find everything good to cat ofl"ered so attractively and so reasonably as to make purchasing a pleasure rather than a monotonous duty. From the very beginning of our business we have laid great stress on courtesy to our customers. We did this simply because it was right and their due, but the result has been a phenomenal increase of trade. It seems that our people appreciate being treated with politeness, and have rewarded us far more than we ever expected possible. We do not deserve much credit for being nice to our customers for it seems we have the very best class of trade that any store in the city ever had, and being nice to nice people is indeed easy. It is more profitable to retain an old customer than to look for a new one. If your treatment at our hands is not perfectly satisfactory, let us know and we will correct it. If it is satisfactory, give us the pleasure of serving you again. The mill end sale is sviingirig along like a great Ocean liner on a record breaking voyage. Previous records began to go the first thing on the first dav. There were more people here, they bought more, they were better satisfied. No sale of the past can show such a record. We try to make friends with our customers. Transient trade is all right, we want that, but steady custom is the foun- dation of business; that is what we are w'orking for — the year round trade. We are making prices that will attract you and we guarantee a treatment that will hold you. Housefurnishings by mail. We would like to see every one of our customers face to face. But it is not always possible. The next best thing is to shake hands with them through the mail bag. We have taken great pains to so arrange our mail order department that correspondence shall be very prompt, very accurate and very plain. The illus- trations and samples we send are exact. The descriptions are definite and in no case overdrawn. If you will jnst drop us a hint of what you need, or what you may need, we will do all the work and take just as much pains as — yes, a little more pains than if you were visiting us in person. Are you ready for business correspondence ? We've been busy all summer making tons of paper and millions of envelopes. The kinds business men need for their letters. Good stationery is a help to business in convenience and as an advertisement. Preaching the Practical — Our ads. are our business ser- mons. Through them we preach the principles of practical economy. The world is made up m.iinly of practical people. People who have a just regard tor the value of a dollar and its purchasing power. Money honestly and economically spent is money satisfactorily spent. As exam- ple is belter than precept, so is practice belter than preaching. Read what this store preaches and profit by what it prac- tices. A happy thought for a jewelry introduction — " Happy is the bride that the sun bursts on." INTRODUCTIONS. 83 It is never any trouble to show goods. We realize that you are not going to buy certainly unless you see the goods, not hesitate at any time to let it be known what you are looking for and we'll get it if we do not have it on hand. We make no bones about giving you credit. It's free to everybody. We sell clothing on credit because we found that thousands like to buy in that way. You're welcome, too. Dress well on easy terms by means of our simple credit system. You have no objectionable questions or inquiries to meet. You receive the same courteous treatment as though you were a cash customer. Our prices are lower than those the ordinary tailor is forced to ask you, because our clothing business is on such a gigantic scale that we can produce a perfect fitting, best quality suit at a much lower cost than that charged by the tailor who sells only, sav, one dozen suits a week. We shall not devise systems to ensure honest goods and then forget to deal honestly with words in advertising them. No juggling here ; everything is marked in plain figures. It is to those who have shuffled off their mortal coil of single blessedness that we address ourselves to-day. It is to their sense of the economical, their appreciation of the ele- gant and good things in housefurnishings that we wish to appeal. We know that we are in a position to help you materially on the economical side, and a casual glimpse into our great store, filled to its utmost capacity with good equip- ment for your new home, will convince you that we pos- sess the elegant and substantial things. Young man, if you've just been married, or are just about to be, come in and look around a bit. Bring the girl with you, for it's a ten to one shot that she's a better idea of what's wanted in the newly made nest than you have — and any way what's to be bought. Bring her in, we say, and let some of our salespeople go through the building and show you how cheaply a house can be furnished throughout from this store. A difference with a distinction — when a man gets the best of a bargain the world laughs with him, but when the bargain gets the best of it the world laughs at him. Many bargains are not mentioned in print. Just as the pages of a newspaper cannot possibly chronicle all the inter- esting news of the day, so our daily news can never give you more than an imperfect idea of the bargains our store affords. We have perfect confidence in our new goods and believe they will bear the most rigid inspection. We have much pleasure therefore in asking you to examine them care- fully, for we are assured they will stand the test with regard to both style and quality and there is no need of mentioning the prices. They speak for themselves. We don't talk much about our goods ; we don't have -they speak for themselves. All they want is a chance. Come and see them and compare quality and prices with any of the much vaunted goods offered you elsewhere. Everything fresh and good — everything neat and clean. Fair prices, courteous attention, prompt delivery. These are the leading characteristics of every department in our store. Everything the market affords that is worth having can found here at its proper season. We are always up to the minute in getting seasonable goods, and sometimes we are able to force the market a little. When you buy anything of us — no matter whether it is big or little — you may rest assured that it will be delivered at the time promised. We are proud of our reputation for promptness, and our delivery system is as near perfection as possible. We make a specialty of showing the new styles first — you have heard that from your neighbors — and if you doubt it, satisfy yourself by calling. Everything in fine fetrie — we're ready — yes, splendidly ready — with one of the grandest expositions of bright new merchandise it has ever been our pleasure to announce, and we extend you an invitation to attend our annual fall opening in our new store. You will find us prepared to fit you out fi-om top to toe with the most beautiful creations of the mas- ter minds of the world of fashion. European ingenuity and American skill have combined to make this an event that will long be remembered by our city folk and the lessons in econ- omy which we shall teach here during the coming week will be both pleasing and coijvincing. You'll come, of course you'll come — and marvel at the immensity of the display made possible by our far reaching influence on both sides of the Atlantic, and not the least important feature of this great fijnction is our invariable policy of selling on a margin of profit or close to cost to prove that shopping here is always profitable. We have a lot of odds and ends that we are tired of seeing around and they take up room that we need for new goods. We have marked them at prices that w-e think will make you glad to take them out of our way. Remember that they are not old, shop-worn goods, but broken lots of the lines we are selling every day. Come and see them anyway. Some of our patrons are bound to get bargains, for it is against our rule to carry any stock to another season. Friday — Bargain Day — Set apart by us as the greatest money saving day of the week. Judging by public appreci- ation of its advantages it promises to be the busiest day of the week. It won't take long before " Bargain Friday " will be synonymous of money saving. A Miss-Fit and a Miss- Hit — Miss the fit you Miss the hit — Miss the Miss. Hit the fit your fit for a hit — make a hit with the Miss. We make the fit. 84 POWELL'S PRACTICAL ADVERTISER. These are busy days for Santa Claus. He has to he everywhere at once, peeking around corners to see who are the good girls and boys ; trying to find out what everybody wants, so that he can make everybody happy on Christmas morning. Then he has to come to our store and get every- thing ready to fill the shoes and stockings on Christmas morning. But Santa Claus and everyone else finds us won- derfully helpful in getting things for Christmas. Here are the broadest, choicest stock of holiday goods to be found any- where, a safe, convenient, comfortable store, efficient and courteous salespeople. Low prices here don't mean cheap goods — not a bit of it. \^'e use the term "low prices" in the comparative sense only. Some goods are too cheap for us to handle — others too dear — in neither case do you receive proper return for money expended. You can shop here with the fijU assurance that you are getting one hundred cents worth of value for every dollar spent. ^^'e put a hat on vou — if it doesn't wear well it's a hat on us. A good book is always an acceptable present and we have a large number designed expressly for this holiday trade. They represent the highest attainments of the bookmakers' art — and some of them are marvels of cheapness, when their quality is taken into consideration. They cater to all tastes, and if you are in doubt about what you shall give a friend, you will certainly be able to find something satisfactory among them. The beauty of a charge account ! During the holiday season, with its beautiful custom of gift giving, there are added demands on the family purse, and a charge account be- comes not only a convenience but in many instances a necessity. The beauty of it — you can make your purchases and pay for them at your leisure. When vou buv what's best, you buv but seldom; when you buv what's cheap, you're buying all the time. A dining room in Sharaton style offers a beautiful treat- ment where lightness and grace of design are the required features. In the long, low sideboard with its graceful tapering legs, the round dining table, the cabinet for china or glass, with its quaint mullioneJ windows, with chairs all conforming in beautifully selected mahogany relieved by fine lines of inlay. The original feeling in this classical Eng- lish style is adhered to in every line of these reproductions. Here's a mine of wonderful values — a bargain mine that will yield up its treasures this week according as you dig more or less deeply. A wave of undcrpricing has swept over the entire store. Every department is affected. We've gone through the entire house and made up a list of specials that will stand without precedent or parallel. We want you to frequent our store on your shopping tours. Come in, look around and get suggestions for Christmas. If you find any old, antiquated stuff here, we will give it to you. Of course you want to shop in the coolest store in town these sultry days — a store where there is a shady reading room, a dainty restaurant where appetizing dishes are served at moderate prices. The store of summer com- fort and pleasure — that's ours. This store is the store for bargains, no matter where you go, from one end of the city to the other. Can't find a place to suit you as well as this good, old reliable grocery, where every article, big or little, is priced so low that it defies all competition. Come here to-morrow and try us. Bring a few dollars and leave an order. We save your money. When our store is thronged from morning till late at night with eager customers, it is impossible to give each buyer the prompt attention which we desire to accord to all. Ourstaf? is large and anxious to please, but has its limitations. Patrons who are not compelled to defer their shopping to the last will benefit themselves and confer a favor on us by coming early. The wise people who do their Christmas shopping early are becoming more numerous every year, but there are still enough procrastinators to make a rush inevitable at the last. You will save yourself a lot of annoyance and stand a much better chance of being suited by joining the ranks of the early buyers. A Ticker that Ticks — What is the use of having a watch if it fails you just when it is important that you know the correct time ? We have dependable watches — the best American and Swiss makes and they keep correct time to the fraction of a second. All styles and kinds of solid and gold filled now ready. We will sell you a high grade watch at as low a price as can be obtained in this or any other city. We take pleasure in showing these fine goods to all comers. Real Fur Bargains — his not the lowest prices that tell of the best fur values. A difference of a dollar or so in the price of a garment is not a matter for serious consideration. It is the quality of the skins from which they are made and the thoroughness of the furriers that made them up that gives the real value. One unqualified guarantee covers all these points — you know our furs arc right or they would not be here. Fresh meats — by all means fresh — that's what you want. That's wliat we sell. Our market is fast becom- ing the popular meat market of the city. Drop in and see us. You'll then see why it is. Phrases and Expressions 6 di Over 1000 selections which enable the ad. writer to quickly tj^ drasp the ri^ht word or phrase, when the brain is slu^dish. (p This list, alphabetically arranged, is just as valuable to the ad. writer as is a dictionary to the purely literary man. Anyone who writes ads. will at times be at a loss to give the proper expres- sions, and this mammoth list will then prove a gold mine. You may find it hard to start your introductory pithily — here is your help. You may feel the need of a few connecting words that have "the swing" and lead up to the ordinary descriptive matter — these phrases and expressions will put you at ease and smooth out the wrinkles on your forehead. Read them over and practice connecting them in whatever work you have in mind. All records broken. Always on the alert. A style to fit every fancy. A triumph of worthy goods. A great truth quickly told. Alluring advantages. A winning proposition. A little money goes a great way. A business proposition pure and simple. An old house with new values. A spring freshet of attractiveness. A poor article is no bargain at anv price. Anytime is a good time — now is the accepted time. A bargain menu for hungry shoppers. All flow — no ebb. An era of economy. Alive to trade conditions. An investment that pays. A mere promise gets these. An appeal to taste and economy. A vesting investment. A combination of profit. A trial proves the worth. A top notcher for the money. A medley of merit. Always the best for the least money. Always ahead of the line — right up to this evening. A pleased customer pleases us. A trumpet call for bargain seekers. A policy whose alphabet spells success. A revelation in delightful cookery. A fiall value for an empty pocketbook. Advance styles without advanced prices. A single fact outweighs a thousand claims. Always think before you act — but don't think too long. A halo of satisfaction. A money saving triumph. A banquet feast of bargain splendors. A little higher in price but cheaper in the end. A bargain that's a credit to the word. A mighty movement in excellent goods. A timely tip. Attractive exhibits. A story worth telling. All we ask is comparison. A busy corner in a busy store. A bristling armament of bargains. Aggressive methods win. A chance for saving. An honest word of honest goods. A host of incomparable bargains. All people who buy want the best. Appropriate goods at appropriate prices. Another dip in prices. Attractions in merchandise. A mere suggestion often aids a purchaser. A mint of hints. A harvest of furniture fancies. A few words but they mean everything. A masterpiece of wise business forethought. Astonishing buying chances. A dull thud in prices makes a lively week in our trade. An overworked dollar. A matchless out-pouring of values. A header in headgear. A little money well spent, works wonders. A soft touch on the contents of your purse. A pound of fact is worth an ocean of fancies. Admirable array of new goods. A specialty with us — not a side issue. A prescription for a languishing counter. Ardent copiers take the cue. A china chance. A store full of quick movement. As rare as the prices we give them. Absolute economies here shown. A store where confidence dwells eternal. All that's latest — all that's good. 85 86 POWELL'S PRACTICAL ADVERTISER. A little nonsense is like our product — relished by the best of men. Admire and study during this opening. A sale of little things. Annual public benefit sale. A quality store. A chance that will impress a multitude. A little publicity goes a long way. A goodly collection of correct styles. An impressive sale will be in full swing. A soft feather pillow absorbs the cares of the day. A difference with a distinction. An eye-opening sale begins to-morrow. Alluring arrays. A daring cut in prices all along the line. A purchasing chance that few will miss. Advantages that will appeal to any shopper. A flurry in shirt waist prices. Advertising by us is reliable advertising. A palate pleasing variety of eatables. A mine of stirring bargains. At these prices the goods will go quickly. A lesson in price cutting. A price that would please you. Attempts at word painting are now futile. A bunch of prices. A patron gained by quality remains one. An irresistible series of specials await you. Accuracy our motto. An opportunity worth taking advantage of. A clean sweep with low prices. Benefit of bigness. Bargain facts. Big banner bargains. Better times mean better goods. Bargain bulletin. Bargains — not remnants. Big store filled with little prices. Broken sets at broken prices. Bright goods at bright prices. Bigger, brighter, better bargains. Beautiful effects from beautiful goods. Best made for best trade. Better a little more quality and less quantity. Beware of shoes where wear is not. Because they fit well — they wear well. Big prices are on vacation. Best goods for best buyers. Be in the swim. Bring your small change. Big bargains in bristle goods. Balance the goods with the price. Bargain Friday possibilities. Bargains are the accidents of a great business. Buying centre of the masses. Bargains beckon you. Barely able to hang on is the dealer who persists in clinging to old methods. Business is bulky, but under the spur of necessity it will move at its accustomed pace. Better than gold dollars at fifty cents. Big results from small beginnings is the only name for the kind of investment we offer. Better goods same money — same goods less monev. Be fair to yourself. Best leaves no room for improvement. Boundless profusion of new and nobby. Buyers busily buying big bargains. Bargains not found every day. Bargains for thrifty shoppers. Be wise — shop here. Buy where it is cheapest and best. Cash is King. Cash is economy. Cash here is mightv. Continued underselling. Condition and necessity. CUnk of dollars saved. Credit for those who ask it. Credit here is at your disposal. Cash is the axle grease of business. Clutch the mighty dollar. Consider well, then decide rightly. Comparison price sale. Come back again trade makers. Coin can be made (because saved). Correct styles at correct prices. Can you resist this great temptation } Calcium light of common sense. Cash alone is King. Can you meet or match these values ? Convincing economy. Chance of the season. Come, consider, criticise and compare. Combination that unlocks the pocket book. Credit here nicely suits small earnings. Common sense commands. Contemplate the full force of this event. Cash prices on cash bought goods. Cut prices are here bidding for business. Correct effects are not accidental. Care was given to each and every detail. Convincing facts of convincing goods. Credit us with enterprise during this sale. Credit business at cash prices. Canny readers will be prompt purchasers. Clock prices cut in half Come to look and you will remain to buy. Caught in the price maelstrom. Criticism is welcomed by us from everybody. Cool A. M.'s and P. M.'s mean light overcoats. Costs but little, but worth much. PHRASES AND EXPRESSIONS. 87 Conquering defiance sale — Invincible bargain leadership. Calculated to take your breath away. Come to us when you want a heaping money's worth. Chilly winds cannot keep the people away from our tremen- dous sale. Cash or credit ? In either case you get great value. Comfort at any price. Clip this out or make a money-saving memo. Change in style — change in prices. Clipped prices and the highest grades tor you. " Cold wave " coal. Cheap is a term that applies only to our prices. Credit — denied to none — offered to all. Care was exercised in writing these statements. Comparisons and calculations concerning cash and credit. Competitors watch our ads. with absorbing interest. Count it good if • sells it. Coupled here are high qualities and low prices. Consistency is the gem of all business propositions. Competition is active, but we more than meet it. Cooking comfort at small cost. Comparison throws into bold relief our offerings. Common sense versus false economy. Careful readers will respond to these suggestions. Confidence begets credit — credit creates prosperity. Cheapness in prices only — excellence in qualities. Cash buying means saving. Clear statements made our advertising interesting. Call around and see us. Careful attention is paid to quality. Candid statements that leave lasting impressions. Can you beat our prices .' Cash accounts. Come to us. Dull months turned to busy ones. Double earnings — double saving. Desirable goods. Dollars do double duty. Dollars of value for dimes in cash. Dainty needs for dainty people. Don't look wise and make a fool of yourself. Distinctly different — prices popular. Drives in prices worthy attention. Dehciousness for those who love good things. Depreciation in price only. Down go prices, but up go values. Day dawn for careful buyers. Digging for dollars is what everybody is doing. Did you ever see such an opportunity ? Daily hints for daily needs. Dollar in merchandise for dimes in cash. Do you wish the best at the least cost ? Do you like blunt truth or fairy stories ? Don't throw awav the knowledge of " buying facts." During this sale money will be mighty. Don't drink in all the bargain nonsense. Don't keep her waiting when you can buy for nothing down. Delicious confections at pleasing prices. Dead dollars are the ones you hide away. Don't be behind the times. Day by day we offer superlative values. Did you ever see anything like ours f Desirable goods at more desirable prices. Decision is necessary for time is limited. Dress well on easy terms. Don't put off — bargains fly. Dashing styles. Earners will appreciate the power of their money here. Expend your money here where it will bring its utmost. Expansion is the order of the day and we are expanding. Excel them ? Impossible ! Equal them ? Try ! Investi- gate them. Eye openers in necessities. Eager buyers' opportunity. Exciting and startling sale. Early season goods at late season prices. Extraordinary goods — extraordinary prices. Every point a good point. Every inch a bicycle. Every stitch a bargain. Economy that is economy. Every value tested. Every saving counts. Everyday advantages. Early buying is easy buying. Economy is the easy chair of old age. Eighty per cent, of the profit is yours. Everything from everywhere. Every article bought is money saved. Entering upon prosperity is easy — if you have the key — here it is. Everything goes, it is astonishing how a leader takes everything with it. Everything high class but the price. Every department greets you w ith right goods. E.xamine at your leisure — buy at your pleasure. Early comers get best bargains. Every article guaranteed. Endless array of new styles. Easy to dress well at our price. Every day something new. Favorite wear for fashionable folks. Funeral of profits. Famous values are these. Friend of the people. For purse wise buyers. Figure what you can save. Facts and figures. Fame came in the wake of worth. Free, quick, rapid sellers. Filled with selling points. 88 POWELL'S PRACTICAL ADVERTISER. Fancy goods at plain figures. Fat facts for slim pocketbooks. Flawless and fashionable features. Foremost among them all. From head to foot we clothe the man, clothe him rightly, clothe him cheaply. Fairest of all the Autumn openings. Fits and misfits. Facts not fakes. Features worth reading about are these. Fit well, feel well, look well. Frost nipped prices. Foolish is he who advertises untruthfully. For that babv. Fair prices and good quality. Frank statements of fearless price cutting. Friday — bargain day. Full satisfaction guaranteed. Follow the crowd and you will come to us. Fine feathers make fine birds. Finish fit and fashion in our garments. Fads and fancies of the hour are displayed. Frigid facts. Forcefiil figures. Fashion's behests were religiously followed. Figures do not lie. Facts worth noting. Fancies and whims are more than anticipated. Fascinating features. Finding a bargain is like finding anything else — it makes the finder happy. Fetching features to fetch business of much magnitude. Face gladdening shares. For your foot's sake, lend us your ears. Fashionable effects lighten up this great stock. First impressions are always the strongest. For your stomach's sake. Fashion evolves many new ideas — to be shown here. Fine furnishings for fastidious fellows. For the particular man. Great merit is our best salesman. Gigantic movement of supreme importance. Good merchandise. Gems of the season. Good things for those who think of good goods. Goodness of our offerings. Goods it pays to buy. Give a thought to this opportunity. Good teeth mean good health. Great buying chances now presented. Greater and grander than ever. Goods for the many — not for the few. Great business is inevitable during this sale. Goods neat — prices little. Glance with a keen eye down this bargain list. Gifts of glittering glass. Gloves make or mar the costume. Good posts make good fences. Great satisfaction is expressed by our customers. Great value for little money. Generous terms on stvlish goods. Get a bargain to-morrow by coming to our store. Get what you want — pay what vou can. Grip strong a chance like this before it slips along. Great goodness at little price. Gain a great advantage by seizing this opportunity. Good goods at damaged prices. Generous assortments are features in all departments. Goodness first— price afterward. Generosity in bargain giving brings us generous trade. Goods well bought are half sold. Go to Johnson's when you want a great money's worth. Good news of good goods. Goodness of these articles will be recognized at a glance. Goods that suit — prices that please. Goods are here to be sold — hence these persuasive prices. Good values. "Goodness" is an adjective that well qualifies this article. Good goods at little prices. Gems of elegance — gems of excellence — gems of value. Great bargains to-day. Give us a chance to clothe you. Grasp the opportunity when it presents itself as it does here. Get the habit. Get the best at the lowest price. Here's where we excel. Honest goods at honest profits. Here's every element of worth. Here's comfort at money saving price. Hints to housewives. Here's a breath of spring. Housecleaning inducements. Honest values stitched with truthful words. Highest possible grade at lowest possible prices. Here's the trade event. Here's your opportunity. Home beauty is home comfort. He that knows and knows that he knows is wise — follow him. Hot prices on cool weather goods. Hanging on to old prices is no way to obtain new business. Happy thoughts in bright colors. Help us to lose money on these. Here's the key to prosperity. Hands and brains are busy. Here's littleness of price. Half prices to the cash customer. How do you like our styles ? Here's a great bargain. Heaps of bargains. Here's a chance to save money. Highest quality — lowest price. PHRASES AND EXPRESSIONS. 89 t's worth while to stop here, undersell. f we do it — it's done right, t is never any trouble to show goods, t'you buy it here — it's right. n advertising lies the secret of business success, but not in advertising lies, t pays to be particular. n the line of bargains — try these, t's the price that appeals to you. t is a feat to fit your feet, t pays us if it pays you. t's not alone that we say it, but that you know we mean it. t takes nerve to sell at these prices, f you buy at Smith's it's all right, t's the glove-like fit that sells it. t's a pleasure to serve a pleased customer, f you want wealth, dig ! It you want value, dig ! If you want truth, dig ! t's hard to earn, but easy to save, n the ladder of economy every round counts, nspiration for saving, t's not a job lot house. t harrows one's soul to have one's sole wear out so soon, n the contest between goods, prices cut the figure. t would take a whole library to tell of the advantages, n the lexicon of elegance there is no word to express their goodness, f it's here, it's worthy — if it's worthy, it's here, t's a waste of time to look elsewhere, n the beginning was continuity. The fool does well to-day and badly to-morrow, ts wear is wonderful and its wearers legion. f it pays to advertise part of the time, why not all the time ? f nine tailors make a man, we have the best nine tailors in the city. f interested send for particulars, proof and prices, t's hard to beat our prices, mmense values abound, nterest yourself in this money-saving sale. t pays to buy here, n every department — bargains. Just a few of the many. Just for our best friends. Just scale of merit. Just a little better than the best. Just what you want. Just for curiosity's sake try it. Just an inkling of many smart things. Jump into these bargains quick and think later. Just what you want at your own price. Judicious buying means sure saving. Jot down your needs — we can supply them. Jump at these offerings. Just a few convincing facts. Knee deep in attractiveness. Killing prices by deep cuttings. Keen observers note our bargains. Keep up to date — watch our ads. Keep pace with fashion. Know what you want — buy of us. Knowledge is power — our buyers know how. Luxurious goods at necessity prices. Little prices. Lovely showings. Loss falls with heavy thud. Little things at little prices. Leaders for this week's selling. Life is what we make it. Late comers get poorest pickings. Look at this list with a critical eye. Low prices are loud talkers. Latest styles are here in abundance. Lingering doubts to buy are banished. Look and learn. Little by little are your payments made. Low prices swell sales up to high points. Long lived satisfaction. Liberal inducements to prompt purchasers. Light goods for heavy wear. Leave your order here to-day or to-morrow. Linked to comfort and quality. Low prices in conjunction with high qualities. Lively selling must follow this announcement. Look after the pennies you can save. Legitimate business methods have their effect. Luxury lightens labor. Less profits mean bigger values, such as these : — - Light weight goods at prices still lighter. Lavish values are fascinating features of this sale. Lest you forget. Long time credits to suit every family exchequer. Learn how to save — buy here. Large, plump bargains await to-morrow's patrons. Let us know your needs. Languid business now receives a "special sale" tonic. Little hints for provident shoppers. Lend us your ear while we will to you a bargain tale unfold, Last chance for the inventory reduction. Lubricating the machinery of business with " special sale " oil. Little folks supplied at little prices. Make and save by buying diamonds now. Marvelous values. Makes merchandise move. Marvel in low prices. Merit is the basis of success. Merchandise marvels extraordinary. Make us prove it. Mighty movements in merchandising. Mistakes cost money. 90 POWELL'S PRACTICAL ADVERTISER. Modern mercantile methods. Mail orders receive our best attention. Mai] orders promptly and carefully filled. Minimum cost — maximum worth. Matchless clearance sales in all departments. Magnetic millinery models now on exhibition. More for the money than you can find elsewhere. Magnificent array of values are now to be seen. Meritorious articles priced at moderate figures. Many chances to save money. Match these values if you can. They are great. Masterpieces of workmanship are these articles. Masses of meritorious merchandise. Make up your mind to embrace this opportunity. Minute details have been thoroughly carried out. Money in your pocket sale. Magnitude of our offerings impresses evervbody. Money-saving time is all the time. Mail order shopping here is satisfactory shopping. Made right — sold right. Many will hasten to respond to this advertisement. Money talks and usually talks cents. Microscopic prices are to-morrow's selling figures. Meet us half way. Modes of the moment receive full expression here. Money saved by buying here. Men, women, boys and girls will aUke be interested. Merely a hint of good things. Manufacturers' surplus stock to go the bargain way. Matchless material at unmatchable prices. Memoranda can be made from this list with advantage. Make us your clothier. Nothing like ours. Near cost. Noteworthy goods at no able figures. Nicknacks cheap. Not as good as some, but better than most. Nicest goods you ever saw. None better than ours. Neat, novel, nobby and new. Not as good as they look. Nearly everybody will come. Not many bargains, but good ones. News of extreme importance. New, crisp, reliable goods at clean, nonest, desirable prices. Novelties are here in abundance. Net prices on net qualities. Nobby neckwear popularly priced. New arrivals in fresh goods. Notice with care our features this week. Not something, but everything. Nimble business will come to this notion sale. No bait but quality. Novel conceits from the wide world of fashion. Not a game of blind man's buff, you do not go blindly into a purchase. Not how cheap, but how good. Note well for it certainly will be to vour advantage. Noise is not business. Nothing useless put in — nothing useful left out. Only values here. Old tale of new stock. Opportunities worth noting. Our business — your interests. Out of the ordinary offerings. Observe how ruthlessly we slash prices. Our gain is your gain. Our bread rises to explain. Obligation to buy never comes with a visit. Our object is to save your money. Odd lots at odd prices. Opportunities nothing short of remarkable. Our prices talk all languages. Our store is yours. Only here and no\v can you get these goods. Our desire is to move goods, not to get cash. Our mirror of present fashion. Overwhelming evidence as to our leadership. Our fair price banner waves over all. Ours are sure thing investments. Oasis here for seekers of excellent merchandise. Odd sale of odd ends at odd prices. Our circulation needs a tonic of dollars. Ordinary prices are far above our present figures. Once a customer, always a friend. Our prices advertise us. Opportune sales for this season's home furnishers. Out of date methods do not satisfy up to date people. Our hat pantry is stocked with the best. Oversights are committed by those who fail to come. Ours are the best. Odds and ends of a splendid season's business now to go. Of course it's just a passing chance at these prices. Open wide your eyes for here is something worth reading. Our aim is constantly toward the mark of public patronage. Optics of many readers are centered upon this announcement. Our footwear will outwear footwear bought elsewhere. Obstacles to buy in the shape of high prices, are now removed. Opportunities for money saving. Onlv a few of our bargains. Offerings of the rarest. Occasion of rare importance. Pure, sure sells, satisfies. Prices that surprise — values that tell. Prosperity follows thrift. Properly popular prices. People of any color treated white. Prosperity goods at poverty prices. Procrastination profits no one. Pay for what you get and get what you pay for. People appreciate our push. PHRASES AND EXPRESSIONS. 91 Plentitude of bargain figures. Prices in themselves are not conclusive. Poor goods cost most. Popular prices mean right prices. Prices as hard to match as the goods. Painful pauses in prosperity have compelled us to make special prices on all stock. Prices will never satisfy until quality has set the mind at ease. Prices out of joint. Prescriptions precisely prepared. Prices are now half prices. Prices run like these. Positive price reductions. Price reductions predominate. Prices that speak for themselves. Pleased customers make steady patrons. Purchase here if you want satisfaction. Prepare for a rainy day — see our mackintoshes. Politeness the watchword here. Price figures — quality counts. Price and promptness are features of which we are proud. Pinch of prices . Prices with bowed heads are these. Quality is everything. Quality is the password. Quality is the best economy. Quality is the true test of cheapness. Quality first, then price. Quality and style prove the bargain. Quality counts — we sell standard goods. Queerest of queer trade doings. Quick sellers and why not ? Quality our best advertisement. Quintessence of value. Quaint conceits at queer prices. Quality speaks for itself. Quick selling prices. Quality our trade mark. Quick service — no mistakes. Quantity and quality — that's our stock. Real dollar values. Remarkable rates. Radical reductions. Remorseless price-cutting. Reduction fever raging. Reasonable prices are quoted. Rich goods at poor prices. Radical changes are now necessary. Right in front — as usual. Reasons abound as to why you should buy. Rightness first — profits afterwards. Realize the full importance of this oifering. Ripest fruit of intention. Reap the benefit of these splendid offerings. Right time by right watches. Rush of business from a whirlwind of bargains. Real bargains are now told of by printer's ink. Reputable merchandise the only sort we ever offer. Royal Claret at plebeian prices. Richness in bargain giving a feature tor to-morrow. Rarest of bargain opportunities. Random items picked from hundreds of others. Reputation is a subject that readers carefully consider. Reasonable reasons. Rash prices are these ! Yes, but they bring business. Retailing here is never sleepy or stolid, dull or drowsy. Rare because of style — exceptional because of price. Radiant showings of the last fancies of Dame Fashion. Range of colorings, styles and effects most remarkable. Ripest fruit of invention. Restricted quantities urge the necessity of calling early. Rapid selling. Ruinous prices are these, so they cease to-morrow night. Rich value for bargain hunters. Rich and rare combinations of weaves, colors and effects. Reasonable prices on reliable goods. Respect for public intelligence is considered in every adver- tisement. Rather strange but it's true — we always give the best to you. Resolve yourself into a committee of one and investigate here to-morrow. Ready to wear garments. Read and be convinced. Return your goods if they don't suit. Some snappy bargains. Something doing here. Small prices bring big business. Sharp, crisp pricing. Scintillating specials in superb silverware. Savings you are sure of. Styles fresh with the lingering touches of fashion. Shortened prices. Skeptics become enthusiastic buyers. Sacrificing prices. Surging sea of humanity responds to our values. Store service superb. Search the city with a microscope, you could find no better bargains. Seething sea of bargain seekers. Shoes of service — shoes of worth — shoes of style. Soft shoes for tenderfoot. Small prices. Shoes for sunshine or storm. Style and service. Striking money savers. Sensational selling. Satisfaction the prime factor. Sensible shoppers come here. Seasonable satisfaction. Sweeping price cuts now the rule. Satisfaction is a silent salesman. 92 POWELL'S PRACTICAL ADVERTISER. Sharp eyes find big savings. Store attractions multiply. Service is a point we never overlook. Substantial savings. Sensitive purses will like these prices. Small e.\pense, small profit. Standards here are rigidly maintained. Styles that are snappy and becoming. Snappy styles to give a snap to business. Something for nothing. Splendid stocks are now in full readiness. Strong in bargain richness. Severe cuts in selling figures now evident. Snappy staple sellers. Short, sharp and swift sale. Stocks are now at their best — their brightest. Sacrificing profit to make sales. Swap what you do not want for what you do. Stock reduction means price reduction. Stvle showings worth coming miles to admire. Standard in quality — always satisfactory. Smashing sales are in force throughout the store. Style, quality, price right. Sales of surpassing interest are now in full swing. Satisfaction brings business. Showings that instantly captivitate critical customers. Shrewd buyers need no urging. Sweep out all stocks with the big broom of small prices. Sound sense and sane judgment. See what we have to offer, then — use your own judgment. Small cash for much pleasure. Stirring price reductions stir up business with a sharp stick. Slight the littles and spoil the whole. Score another point to our credit on account of this offering. Seething sea of selling. Selhng you — we sell all your friends. Stern necessity makes rare opportunity. The season of changes — how about underwear.^ That burning question. There can be only one best store. Triumphant trade turners. The chances of years. The key to the situation. Tremendous trade temptations. To-day's thoughts for busy people. Trade winning triple alliance — quality — price — creation. Taffy is cheap — deeds count. That indefinable and indispensable thing called style. The best materials put together by people who know how. Talk here is backed up by deeds. The best for the prices. Thrifty trade chances. Thoughts for the thrifty. Turn your thoughts in our direction. These goods sell themselves. The ups and downs of business. Tremendous triumphs in trade. The day of days — the time of times. The rivulet of bargains flows steadily on. Thrift and taste both catered to. Their economy is their wearing quality. Truth needs no trumpets. Tremendous temptations for your trade. To-day's needs are to-day's prices. Taste for the beautiful makes you appreciate these. Those who come to look remain to buy. The man of taste never allows his taste to fall short of his shoes. The comfortable, fitable, wearable kind. Telling arguments now are told on paper. The big store with the little price. The prices and the goods don't balance. Tasty confections at purse pleasing prices. The prices are in the low side of the scale. The fire is not yet out in our great reduction sale. Throngs will come in response to this offering. Think before you buy — and then you'll buy. These goods make the prices look small. Thinking people are our most staunch supporters. The price leans your way. The stamp of style. Tales worth listening to are in the following items : To have been first proves antiquity — to have become first proves merit. The purchaser — his privileges and prerogatives. Tidings of more than passing interest are here told. The theme of the day — the fad of the hour. The different store. Terse, truthful tales are the succeeding paragraphs. The handy store. The big little store. Thorough workmanship can be seen in every stitch. The greatest growing store. The money back store. Temporary trade is not our wish ; 'tis a lasting success. Truth ever — quality always. To-day for dollars. Thrifty readers will be in strong evidence here to-morrow. To-day for savings. This is the place. Timid retailers cannot understand our aggressive methods. Trifles light as air. The greatest wealth of selection. Transactions of great magnitude were responsible for these values. The masterstroke of price cutting. The store of worth. Teach yourself how to save, take advantage of our credit system. The veil proclaims the well dressed woman. These suits are their own salesmen. Think deeply, the more you think, the more you'll buy. The five points of profit broken ofl^. Take a single squint at these hints. 1 PHRASES AND EXPRESSIONS. 93 The sun of commerce casts a shadow. That has a bad efFect on inferior goods. Time is up — goods must go. The best advertised, the most patronized. The least criticised, the most eulogized. To grow rich is only to embrace opportunities. Truth might look in a mirror and not think so much of her- self as in our advertisements. Taking advantage of the best is your duty. Trinity of arguments, viz., liberal assortments, high qualities, and low prices. The limit of little prices. The square dealing clothier. Thrift means prosperity. Tailors for good dresses. The best is always the cheapest. Take advantage of these money savings. To test us is to trust us. The new customer becomes the old one. Transact your business where facilities are best. Trade with us. Tell your friends where to buy. The public is warming up to our bargains. Under the low priced banner. Undoubted values predominate this sale. United we stand. Unimely end of old stock. Understanding follows inspection. Union is strength. Unfailing quality our motto. Undesirable goods never found here. Union of grades and prices. Useless to go elsewhere. Unless you want the best don't come here. Unexcelled values for this week. Use common sense and make dollars. Undercuts in prices now in force. Usually the cheapest — always the best. Umbrellas in a bargain shower. Underwear at under prices. Unsurpassed showings in new goods. Unique in style and price. Undercurrent of bargains runs strong. Useless to look elsewhere — you'll find no better at the price. Unless you want to lose mone\ do not overlook these bargains. Unquestionably the event of the season. Unmatched prices on matchless goods. Unusual prices for unusual goods. Unanimous approval has been given this establishment. Universal sales faction. Union make clothes. Undeniable values are here. Useless to look around — we are here first. Very best always. Vanishing profits are our lookout. Vast assortments await your inspection. Vastness of stocks a feature. Verify everything we say Victory perches upon our banner. Varied and beautiful. Values are here in abundance — secure them. Values that draw mighty crowds. Values that need only be seen to be appreciated. Verbiage vs. values. Visit us at your early convenience, to your advantage. Veracity rather than variety. Volume of business, not large margins, makes these values possible. Vital features of this business are care and promptness. Volcanic eruptions of business. Vigorous selling seen in every department. Valuable inducements for your consideration. Whenever you want goodness — call on us. Why look elsewhere r — This is the place. Wisdom indicates our store. Women who want value come here. Why do we win } Because we give the best. Winsome styles. We sell only the best at the smallest prices. What you want you find here. Willing clerks always at your service. Wary money savers shop here, Wellspring of rich values. We are after your trade — once we get it we'll keep it. With us quality is the watchword. Win approval by selecting here. Wise buyers never shop — they come here. Worth is never overlooked. We give you what you want. Where small prices reign. Why do we do this .' That's our secret. Wait and you lose these bargains. Wet weather means price cutting. Women will be greatly interested in this sale. Want a bargain .? Here's the real thing. Win a prize by securing one of our bargains. What we advertise we sell — what we sell advertises us. Wise men get the most for their money. Wide awake as usual. Warm weather wearables at cold weather prices. We live through our customers and for them. Wet weather, winter women's wear. We please with these. We give facts and name the price— no time for foolishness. We give you your money's worth. We're surprised at these prices ourselves. What more can you ask, what more can we do ? We sell so as to sell again. Well made goods for critical buyers. We please particular people. 94 POWELL'S PRACTICAL ADVERTISER. We slice the price — not the quality. We don't give the most — we give the best. Winning prices. What we say is true, what we do is legitimate, — what we promise we fulfill. Wisdom leads the way. We return the money. Where'er it rains, they reign supreme. Where slender pocketbooks hold carnival. Wise readers never overlook our advertisements. We are tooting our horn — each toot is new. We excel in these. We do this for you. We win success by deserving it. Well worth your while. When your ship comes in may be years — now is )our opportunity. Women can scent bargains miles away. We don't follow the leaders, we lead the followers. We're the best. We have an easy time pleasing customers. We wish to make your acquaintance. What you want you find here. When in doubt shop here. You see styles here that are different. You'll appreciate the goodness of these. Your gain — our loss. Yours for half. You're pleased with these. You are looking for just these bargains. You'll want them when you see them. Yours at your own price. You want quality — here it is. You want the best — come here. You are sure to be suited. Your ideas at your own prices. Yesterday's styles are not here — everything up-to-date. You want it right — you want it now. You'll never regret buying here. You want what we have. You need us and we need you. You can save by watching our advertisements. Zenith of bargain achievement. Zealous always to get the best. Zealous always for your interests. Zenith of bargain giving. Zero weather, but hot bargains. Zealous to retain vour friendship. Management of Retail and Local Advertising Advertising as an Investment, Effect of Lar^e Space, Making Bargains, What the Unchanged Ad. is Worth, Buying Bulk Space, Dailies vs. Weeklies, Honesty, etc. When a business man has saved a certain amount from his profits he generally tries to invest it so that it will earn more profit — and often fails. Thousands of merchants all over America, who have everything to gain by properly adver- tising their businesses, rush into Wall Street or "invest" their surplus cash in wild-cat schemes, that have scarcely one winning chance in a thousand. The police records of every transparent get-rich-quick swindle invariably reveal the stupendous stupidity and cupidity of business and professional men from coast to coast. One would naturally suppose that a man with brains enough to enable him to become suc- cessful in trade, would appreciate the fact that specific knowledge and experience have just as much to do with his rise as intellect and push. Yet he plunges into side schemes entirely outside his field of knowledge, and runs grave chances of ruining his real business. When will the business man, especially the retailer, learn how to invest his surplus, large or small, so that it will double his volume of trade? The answer: shortly after he begins to advertise systematically, and finds out that small space actually does return a profit. No greater fallacy exists to day than the oft-repeated theory that it takes a fortune to adver- tise and that small space doesn't pay even when the copy is properly prepared. Let us see. A hatter and furnisher decides to try advertising as a means of increasing sales, and he con- cludes to start in with a two-inch ad. to be run daily. Presuming there are two good papers in the city worth using, and the rate is say five cents a line in each, this would make twenty-eight lines in both cost $2.80 per day, or $72.80 per month of twenty-six days. Now add for one new drawing and etching, say $1.50, and the total is brought up to S4.30 per day or $111.80 per month. If the copy is original and good, the profit on new business will show up without fail. And it will not be difficult to determine results, either, after such a campaign has been running two or three months. But remember that the ofi'erings, and special sales of the honest dealer who is an experienced advertiser, will attract more buyers than the new advertiser's small space. Naturally the inexperienced advertiser will say, "$4.30 a day means that I must sell about 1 10 or $12 worth of goods extra just to pay for the ad. I hardly believe it possible." Look at the matter this way: the whole community has been reading your ads. for some time, but possibly trade has not shown any marvelous increase to date. Two months have gone by— and the advertiser is anxious. That very day a gentleman drops in and buys a $30 outfit. The next day the advertiser adds two more permanent customers, and so it goes, until in the course of a year or two larger quarters are needed. A trifle more than $300.00 started a new era, and thereafter it is merely a case of keeping up the advertising, with such enlargements as experimentation proves wise. Let it be distinctly understood that there is no rule as to space, and I only suggest the possibility of the minimum two inches, and I would prefer this to twelve inches once a week. By a plan as just suggested it is always possible to keep within your limits and avoid large losses. It would most likely be a bad bargain if only followed for a week or so, since large ads. 96 96 POWELL'S PRACTICAL ADVERTISER. overshadow the little ones, and the true value of the latter is apparent only after the buying public has been educated to look for them. As to the maximum space, the only guide is common sense, plus some experiment. For example, the hatter and furnisher would hardly require ten inches regularly for the good reason that the proposition is not sufficiently extensive. An occasional use of this space for particularly attractive bargains would undoubtedly pay, but Rogers, Peet & Co., New York, whose style is fully illustrated in this book, rarely exceed six inches, the average being considerably less. The department store can, of course, run the largest ads., owing to the many departments, each of which is a complete store in itself. For the small retailer, with only one or two propo- sitions, to go in for big space by over-display and padded text matter is worse than folly. Note the number of inches a department store devotes to each division, and a fairly good guide will be discovered. By allowing a little more for illustration and heading, perhaps, the settlement of the space question is practically easy. Gambling is reduced to a minimum. Effect of Lar^e Space. One result of big copy is the apparent prosperity of the advertiser, and the world always takes off its hat to success. A half page or page, when there is sufficient good material to fill it, has a sledge-hammer effect that is desirable in special sales. This "brute torce," however, costs money, and it carries great execution when the new store opens up — and can properly fill space with something besides wind. What the Unchanded Ad. is Worth. When I first began teaching advertising by correspondence I enrolled as a student a whole- sale and retail bookseller and stationer in a small city of New York State, whose retail business had been long established. He had been running a four-inch ad. in both local dailies and changed copy weekly. I immediately advised him to prepare new copy every day, and had quite a time getting him to do it. It cost a trifle more to advertise this way; he was too busy at that time to devote the necessary time, etc. At last he gave in and agreed to follow my instructions for one month, and I told him that if he didn't find a decided gain that I would never say a word in explanation. At the end of the month he wrote me : "I wouldn't go back to my old method for any- thing." As a matter of fact, his daily change of copy brought plenty of new trade. Why ? Simply because he offered six times as many things as formerly. Plain enough, isn't it? Pin this to your memory. People don't want to read the same thing every day, and therefore, the unchanged ad. is worth only a third or a quarter of the brand new one. If you can't spend the time or don't know how, hire a competent ad. writer, or quit complaining that advertising doesn't pay. Honesty in Advertising. It is an axiom that the dealer who will lie in his ads. will cheat his customers when he can. No retailer has permanency assured if he doesn't live up to his announcements. His local repu- tation is practically his all. Buying Bulk Space. Years ago it was customary for the retailer to contract with publishers for so much space to be used daily, every other day or weekly — an inflexible agreement to run so many lines or inches regularly. To-day the large advertisers in local papers contract for bulk space to be used at will during a year's time, such as 10,000 lines, 1,000 inches, etc. This enables the advertiser to run a three-inch copy to-day, ten inches to-morrow, and so on. The plan is good and preferable to any other, although most publishers in small cities charge more for bulk space than for specified MANAGEMENT OF RETAIL AND LOCAL ADVERTISING. 97 space and days. Were all to drop out in hot weather and jump in with big copy at other times, the publisher would have to materially reduce his pages during the lull and double or quadruple when advertising boomed. For this reason an extra rate is frequent on bulk space. Metro- politan publishers seldom discriminate in this way. As to any rule, each advertiser must be governed according to publisher's rules. A jeweler might find two inches plenty, and it would therefore be impossible for him to wisely contract for variable space. Making Bargain Prices. I have been asked hundreds of times this question: "How can any store find enough genuine bargains to fill large daily ads.?" Look over the average department store announcement and it is bargain, bargain, bargain. How, indeed, is this really possible? The analysis: department stores as a rule undersell the single line dealers. They don't always have the identical article, which may be a trade-mark product and proof against cut-rates, but for everything there is something about as good that can be sold at a reduction. The depart- ment store merely gives its price and compares it with "regular value." One large store that maintams the highest standard of honesty, fair dealing and truthfulness, sometimes engineers a big sale in this way : a lot of new goods are marked up to the highest notch any dealer would have the nerve to ask : a few days later everything is "cut" for the big sale. Really the buyers get no very wonderful bargain, but they do get value, and know it. But why not originally mark the goods at the fair price instead of jockeying ? Why, simply because there would then be no occasion for the big ad., and people have the Yankee trading instinct so strong that they fairly dote on those bargain opportunities. The pace has been set, and woe to the advertiser who follows lines and methods too Puritanical. - Again, the big store doesn't want to sell everything on a rock-bottom scale. Daily vs. Weekly Papers. I don't affirm that a daily is six times as valuable as a weekly, but it is certain that the former which carries the message every morning or evening is indispensable to large trade, and the daily rate is usually nearly twice as cheap as the weekly rate. This more than off-sets the short life of the daily. In small towns the retailer can only use the weekly, and he ought to patronize it liberally. My advice is to use both mediums when advisable, but always the daily first. I do not approve of running "every-other-day" advertising for the dealer with a store full of things the public will buy. The more store news the better within proper limits. There may be exceptions, of course. A hatter, who sells practically nothing else, may find every other day, or twice a week enough. I also want to add right here that no other form of local advertising is equal to good news- papers. Circulars, novelties, etc., have their use, but the newspaper is the one medium that towers above everything combined. Weather Effects. Large advertisers when about to run unusually big space, arrange with publishers to substitute small copy if the weather bureau reports that come in late at night indicate a stormy morrow. This saves many a loss, since a sale is unlikely to be a success in rainy weather. An umbrella ad. might be more effective. Box for Suddestions. Large stores will find a centrally located box for receiving suggestions from employes a valuable institution, as it will keep the advertising interest alive. Offer |i for every error of any kind found in an ad.; also offer prizes for the best feasible ideas that can be utilized either in store management or in the advertising. V V A Special Drive Sales With one-half the bread winners of America Earning about $600.00 a year, the success of the Bargain A A ^ ^ Sale is easily accounted for ^ ^ 4t A Special Sales throughout the year are money-bringers if properly conducted. The large advertiser can use special illustrations to good advantage, and borders made up with regard to the event will be of more than passing interest. The small space user, too, can head his little four- inch single column ad. with a catchy, appropriate illustration, and he will get credit for his smartness. In retail merchandising, especially in the cities, department stores inaugurate every year a series of sales which shoppers have come to look for as regular events. Among these are the White Sale, Furniture Sale, &c. These specific names indicate the character of the sale and on many accounts are better than mere general sale, the title of which alone may not carry much strength. The Anniversary Sale is generally a winner, as patrons have come to look upon it as a time for extra generosity on the part of the firm — a sort of thanksgiving, as it were, that they are alive and prosperous through the kind patronage of the good public. The success of the Special Sale rests in no small degree upon the penny-saving propensities of humanity, as we are a nation of bargain hunters. Add to this the fact that one-half the popu- lation of the country earns according to statistics only about $600.00 a year and the attraction of the " Bargain " will be more thoroughly appreciated. Almost every locality, too, has one or more events of public importance, worth incorporating in advertising, such as the firemen's parade, county fair, laying of corner stone, etc. Don't forget to get the artist busy in your behalf, and give him plenty of time. As to the particular goods to advertise, the dealer needs little advice, because he knows what he can offer at special prices, and what will be appreciated. Of course, no "Sale" can be made effective without the "Money-saving" possibilities. All special sales should be advertised a day or so ahead, and until it is over, don't break the interest with other things. The ad. writer should co-operate with the window dresser, and he should also furnish good, catchy copy for window cards, which may either be printed or painted. Then, too, the buyer is an important fellow at this time. He is equally interested, and can oflFer suggestions for the event as a whole. It would also be a good plan to have a printed slip enclosed in the pay envelope soliciting new ideas from employes. OiTer a dollar for each one that is used. Even a new boy might stumble across something of value, but the main thing is to get every employe thinking, and the store can well afford to pay for that general interest. It creates team work. The White Sale. Directly following the New Year comes the great "White Sale," an event looked forward to by every money saving woman, who finds in it a chance to save labor as well as dollars. The head of the "under muslins" has been preparing for it for months. Factories from Maine to California have been running overtime to produce the tremendous array of garments that await the buyers on the opening day. The first announcement is generally in the Sunday papers, as much as a page frequently being SPECIAL DRIVE SALES. 99 given to the specializing of the various bargains in the giant aggregation. A bewildering sea of whiteness meets the Monday morning money saver. What awaits her is not the result of sweat shop labor, as many think, but the true exemplification of what buying in quantity can do both on the part of the manufacturer and the head of the underwear department as well. It is not an array of fake fascination — the garments are well and generously made; the styles are the latest, and the prices the lowest. Is it any wonder that the needle and the sewing machine are relegated to second place in the home and that women everywhere look forward to "The Great White Sale" as the event that is a real definition of the word " Bargain?" January Mark Down Sale. "The White Sale" is the leader for January, but there also occurs an event ot almost equal importance in this month. It goes under several names — "Pre-Inventory" and "Mark Down Sales" being the two most widely known. First the left-over holiday merchandise has to be moved to make all room possible for the White Goods, and the later consignments of Spring mer- chandise. Sometimes this sale continues almost until February with alluring announcements of special offerings that keep the public keyed up to the buying stage. Of course, it means constant hammering in the newspapers — almost daily announcements of the great money-saving chances the sale affords. The ad. man is frequently put to it rather severely to find forcible and expres- sive language sufficiently varied to meet each day's requirements, but if he is there with the goods — the store will not be long there with the goods, an anomaly that the merchant is bound to appreciate. February General Sales. February is a great month in which to pound on prices and liberally advertise masculine and feminine garments, push reductions, have sales in silks, dress goods and dress fabrics of all kinds — prepare sales of books, notions, house furnishings, blankets, underwear, hosiery, gloves, etc., and an earnest effort is made about this time to effect a clearance on all winter goods, for the new spring styles will soon show themselves. Lincoln's Birthday Special Sales. On this occasion there is a great chance for the sale of flags and souvenir cards and literature on the lite of the Great Emancipator of the Slaves. As it is generally regarded as a holiday there can be held out special inducements in the way of general bargains, the department stores being always open, while the great world of bankers, brokers, and office employes are out that day to shop. To them advertisements should be especially addressed. Washington's Birthday Special Sales. Again the sales of flags and bunting make a prominent display feature. In the confectionery department specials should be advertised in the way of candy boxes bearing small hatchets, bunches of cherries and other symbolical ideas. In the picture section, portraits of Washington can be specially advertised. In books — "The Life of Washington," of course, would be given prominence. In fact the merchant must be ever alert to the suggestiveness of both local and national happenings as they bear upon his particular business. Valentine's Day Sales. Between Lincoln's Birthday and Washington's Birthday comes the 14th of February — the date filled with sentiment and romance but also of commercial value as far as the merchant is concerned. 100 POWELL'S PRACTICAL ADVERTISER. Suppose he is a confectioner — look at his chance — heart-shaped boxes advertised at attractive prices — heart-shaped bon bons — sugar Cupids, etc. In the department store the special ads. dwell on favors for the day — Valentines in the book department and a general inducement in enticing print to mark St. Valentine's Day, through pur- chases at the particular store. Sales for March. March is really the herald of May and the earlv summer offerings. At this time often when blizzards are raging the windows blossom forth with new dress goods and millinery. The fortunates who go South in the early spring are always glad to buy the advanced styles, while the world of women at large almost unanimously believe in buying when stocks are freshest and most complete. It is on this account that the newspapers are sought to dilate on special offerings in organdies and other diaphanous fabrics at the very time the furriers are trying to get rid of their stock, eloquently dwelling on the fact that there are many days of winter still to come when furs will be acceptable. St. Patrick's Day Specials. This is not altogether commercially strong, but it counts as a factor in general popularity. The store that gives specials on green ribbons, that has shamrock brooches at 17c., or can furnish green boxes for bon bons, new prices on green feathers or shirt waists, is going to win out on the day of all days for the Irish contingent. If there is a grocery department connected with the establishment or a special grocer wishes to make a hit — Irish Whiskey for the 17th at reduced prices will mean new customers for the coming year. April Special Sales. These are usually made interesting to housewives — offerings of carpets, furniture and home fittings generally at attractive prices to appeal are made to those who are in the throes ot Spring house cleaning and refurnishing. Other April sales are held on Spring garments for men, youths and boys as well as women and children. Groceries get a special boom at this season as the fresh Spring vegetables can be written up in a style to woo the jaded appetite, tired of winter canned goods. Easter Special Sales. The ad. man has a rare chance here to offer such bargains in millinery and Spring attire as are certain to be in demand for the notable event in the fashion calendar. In connection with this comes the gift question, as Easter ranks almost on the same plane with Christmas as far as the exchange of presents is concerned. Naturally there are many special sales that can be arranged for this season. Small novelties particularly, as well as prayer books and special literature of a religious character. The Sales of May. It may seem a little late for the Spring overcoat or suit, but many a man who has worn his winter rig at Easter feels in duty bound to buy something new by the first ot May. Consequently in this month the ad. man offers special inducements in these garments that can do summer service as well. Negligee shirts should get a boost at this time anil trunks, dress suit cases and the other paraphernalia of outing come in for their bow to the waiting public, for certainly the great majority of wage earning purchasers do wait for these opportunities, to get what they need at the price they desire, SPECIAL DRIVE SALES. 101 With the trees sending forth tender green leaves, of course the automobilist waxes enthusi- astic over the pleasure to be derived from his " machine," and thus the advertising columns burst forth with specials not only concerning the cars themselves, but automobile "get up" in general. All dealers who sell goods of a sporting and outing character put in their best efforts all through this month. The shoe dealer looks to the future and exploits a few striking bargains in oxfords and tans — no page ads., but the chatty four and six-inch single columns that talk right to the point and right from the shoulder. The hardware man is not to be left behind. It is a month of upheaval and removal in the domestic world and there are many articles the hardware man can supply for this month's special needs. Mattings, remnants in carpets, special offerings of upholstery and furniture will always appeal to the housewife who notes the worn spots and wants to refreshen at the smallest possible expenditure. Decoration Day Offerings. This is the first real holiday of the summer and there is always a grand rush for the country, consequently everything needed for the outing is offered at specially enticing prices. The florist offers plants in profusion for the decoration of the graves of those to whom Memorial Day is dedicated. Flags and bunting, of course, figure largely in- these offerings. There is no hurrah about it, as pleasure is of the subdued rather than the uproarious character on this day when the dead and the living occupy public thought and attention on equal terms. Fourth of July Boom. Outing goods and firecrackers hold sway in the ads. of this great Day of Independence. Small and large cannon, every conceivable thing that goes off with a bang, flags and fancies appropriate for the occasion, are pushed forward prominently. Picnic dainties specially priced are offered by the grocery department, bon bon boxes representing giant firecrackers decorate the counters of the candy section. Red, white and blue ribbon is seen everywhere. It is hurrah! from start to finish — for now summer selling has really begun in earnest. Mid-Summer Advertising. Following Fourth of July, there is usually a lull and it is just at this time that the ad. writer must be especially alert. Because a great majority of the people are out of town is no reason why those left in the burning city should not be attracted by specious reasoning and money saving offers to swell the aisles the same as during the holiday rush. By good advertising the summer sojourners at sea-side and mountain resorts can be made to swell the mail order contingent to such an extent that their absence from the city would not be known were it not for the address accompanying the liberal orders that come in after the appearance of each well arranged and skilfully presented combination of goods and prices. During the summer, the special sale of straw hats is one of its best features. You can keep a sale of this kind running for a week or so with frequent change of copy. Endeavor particularly in summer to inject life and crispness into all your ads. Make them as varied as possible — variety is the spice of advertising life. When the straw hats have been exhausted you can take up crash suits, light coats and vests, and a general outpouring of shirt waists. You will find that women are ever ready to buy shirt- waists and at mid-summer when their supply is either depleted or unsatisfactory, they are eager to get bargains in that most popular woman's garment. Many concerns who find that the "Sale of Manufacturer's Stocks" and other similar worn out devices do not bring as much as they desire, resort to schemes to advertise their particular 102 POWELL'S PRACTICAL ADVERTISER. store. Sometimes they offer with every sale of clothing and furnishings a ticket for ten per cent, of the sale, good in any department. They also give large umbrellas to drivers and the transfer agents at such sections of the city where persons change from one line of cars to another; of course these umbrellas bear the advertisement of the firm. Other concerns give away fans and some even go so far as to offer dishes of ice cream with every purchase of a dollar or more. The value of a cool store in summer cannot be overestimated. This fact should be brought out prominently in the daily advertising, and you will find it one of the strongest of summer arguments. August Furniture Sale. Dealing in futures — anticipating the winter needs of the home, the furniture buyers plan all the year round for the great August Furniture Sale. It has of late years become one of the greatest trade events in the annals of the big department stores. Acres of floor space are devoted to it and there is a prolonged splurge in advertising. Full and even two page ads. appear both Sunday and daily. Artists are required to get up their most striking illustrative headings and the inducement of free storage until needed is par- ticularly featured in connection with the really wonderful bargains offered. This sale lasts generally three weeks. The ads. must be varied — new inducements offered and a continual harping on the fact that new supplies arriving constantly keep the assortment up to the unbroken standard of the day of opening. Toward the end even these bargains are cut sharply and it rarely happens that there are enough pieces left over to materially increase the regular stock. The money-saving chances are made too strong to permit this. But it is a time of prolonged strain for the ad. man, for failure would, of course, be laid at his door, though success is generally accredited to the buyer. Labor-Day Preparations. As the last holiday of the summer approaches special effort is put forth to induce buyers to freshen up their wardrobes for the over Sunday and Monday jaunt. Cameras are also offered to lure the tourist away for a day with Nature and a chance to have the souvenirs of summer pleasure to brighten the winter home. Though this is not an event in the trade world as important as some other holidays, it is well to put forth definite effort to catch the dollar of the wage earners who make this day the round-up of summer fun before settling down to winter work. Autumn Advertising. The very first breath of Autumn means activity in the large stores. The ad. writer now gives special thought to Autumn Merchandise in every style, and he immediately plans for a fall advertising campaign, which in reality he has laid out several weeks in advance of its actual commencement. There is, of course, the desire to out-do last year's records, and special thought must be given not only to the language, display and general effectiveness of the ad. itself, but also to such attractive window display and interior arrangement of the store as will draw trade. The mail order department should give special attention to booklets, circulars and catalogues attractively printed and illustrated. Everything that is required for winter should be offered at this time ; special sales of fall overcoats and suits for men come in on the reduction scale. There is the argument that room must be made for winter goods, consequently bargains in mid-season wear, furniture and household goods are excellent sellers in October. The grocery SPECIAL DRIVE SALES. 103 store or department ought to do well at this time. It is a season of activity and one of the busiest times of the year for the progressive ad. writer. Hallo>ve*en Happenings. Generally a special ad. is prepared for this occasion, though it is not a large one — announce- ments featured in the regular store news. Every year favors for various festivals are turned out in quantity, and these novelties are always eagerly sought by those who take advantage of every special day of the year to celebrate appropriately. Thanksgiving Offerings. It is to the palate more than to the person that Thanksgiving special sales are directed. Primarily the grocery and butcher's section come out strong with specials for the table ; the wine and liquor department, of course, offering the best inducements possible. Turkey rules as the bargain offering in the butcher's realm ; every seasonable eatable is featured. The windows show family groups at the Thanksgiving dinner. It is to be a day ot feasting ; prepare for it ! China, linen, glass and silverware also come in for their share in the general price cutting. Even Thanksgiving furniture gets a boom, and clothing for once takes second place. Holiday Advertising* December — This is the holiday month. The month when gift-giving occupies the thought of everyone, rich or poor. The whole world is intent upon buying, and it is the merchant's harvest as well as the ad. writer's greatest stunt. From December first until about the tenth, buying is slow. It should be stimulated with logical advertising. The specious reasoning that dwells upon the advantage of shopping before the rush begins should be the keynote of every ad. at the beginning of December. The best point in Christmas advertising is to dwell upon the utilitarian character of the great majority of goods offered at this season. The public has been educated to believe that useful gifts are the best. Many people do not know what they want — help them out. Suggest in your advertising that for the baby there is such and such an appropriate gift, for the boy something particular in a certain line of goods, for the girl a list of articles such as young girls like, for the young woman an assortment among which she will surely find something she fancies, and so on up to the grandparents, catering to the Individual tastes and helping bewildered mortals in their selections. Though this is a century of " know it alls," the good old fiction of Santa Claus can be utilized to advantage in Christmas advertising. There are stores which pay hundreds of dollars at the Christmas period for the construction of a giant Santa Claus to please the children, and who pay generous weekly sums to individuals willing to represent the jolly old saint for the benefit of the children, who look forward to the holiday features of the big department stores and who naturally lure their parents to the places where these exhibits are given gratis. All advertising at any season does not stop at the newspapers; it may travel through every legitimate path — with posters, window display, counter displays and special arrangements on the interiors particularly for department stores. Premiums for Catching Trade # Showing what others have found as enticing as molasses or fly paper, but with benefit s^ f)( fA to both buyer and seller s^ s^ s^ # The premium plan will never wear out. Every generation appreciates the getting of some- thing for nothing, even though every man, woman and school child in an advanced grade knows that no tradesman actually gives value without there is something back of it. There is a charm about a free present, too, that does not obtain in the mere saving of dollars and cents. It seems to be understood that the up-to-date merchant has to get down to bed rock prices at certain times when drives and special sales are on, but he is not expected as a matter of course to give presents unless he wishes to. More than that, it is not possible to give premiums and presents as a continuous perform- ance, or as frequently as the flourishing department store offers bargains. This is one reason, therefore, why the present is so thoroughly appreciated when it is offered. The vital principle is really this: if you decide to allow the customer a special discount of say 20 per cent, in order to move a large stock of goods, you can make it look like 40 or 50 per cent, by selling at the usual price and using the 20 per cent, in purchasing premiums. Thus a dollar's worth of discount will buy at wholesale about ^2.50 worth of watches or silverware, and sometimes more. The tendency has been, in many cases, to offer a 60-cent nickel watch — really a cheap clock ^C^ affair — with say every sale of boys' suits at $5.00, and considerable discredit therefore attaches to all similar sales. For this reason, far better results will be found by investing about $1.25 in a good gold plated watch that has a fair watch movement and will give much better satisfaction. Of course there is no set rule for premium giving, and in the following pages will be found many valuable suggestions that others have adopted with success. As a rule it makes little difference as to what business you find using premiums. They can be utilized by about every line of trade. Books and Magazines. One Year's Free Subscriptioa of one fashion paper with another of greater price and prominence. Two Handsomely Framed Pictures for five new sub- scribers to a magazine. Trips to Europe — Full College Course — A Journey to the World's Fair — all specimens of offers given by a well known publication to the boy selling the greatest number of papers weekly. Book of IS pages of Illustrations from Original Photo° graphs in Cuba and Hawaii, and also our great warships, to every purchaser in the book and stationers' department, no matter how small the purchase. With Each Christmas Number of Collier's — free copy of Christmas Munsey's, Pearson's, McClure's, Cosmo- politan, Leslie's, The Strand, or Everybody's. Pencil Case with every pocket dictionary. Engraving of Prominent Author with every set of works by standard writers. Glass Inkstand with Silver Top with subscription to twelve volumes of Dickens. Butchers. Three Thousand Pounds of Chickens among the poor. A Bunch of Celery with every chicken weighing three pounds or over. Cigars. Lighter with every box of fifty. Free Gilt Monograms on cigarettes ordered by the thousand. Briarwood Pipe with everv purchase of tobacco. Nickel Cigar Cutter with box of fifty 5c. cigars. Clothing. Pair of Boxing Gloves with every boy's suit. Box of Crayon Pencils with every boy's suit. Golf Cap with suits over five dollars. Silk Muffler with man's twenty dollar overcoat. Four Dollar Watch with every boy's suit. Bathing Shoes with every bathing suit bought on a cer- tain da\-. 104 PREMIUMS FOR CATCHING TRADE. 105 Sweater accompanying each §15.00 suit. Extra Trousers witli all suits bought in special five day sale. Ten Dollars in Gold for five best essays on " Marvels" clothing. Prize Packages containing coupons for clothing given with every five dollar purchase. A Flowering Plant with every suit bought the Saturday before Easter. Pocket Memoranduni to every purchaser of clothing to the amount of live dollars. Bow and Arrow with every boy's overcoat. Nickel Bank with every boy's suit. Clothes Brushes to every adult purchaser of ten dollars worth of clothing. Necktie with every outing flannel suit. Tennis Racquet with every outing suit. Cash Prizes to the first ten customers or discounts on purchases. Air Rifles with every youth's suit at $12.50 — for one day only. Three Hundred Jumpers thrown from roof of factory — one garment every minute for five hours. A Sled with every J 5 boy's suit. A Hat with every suit or overcoat. A Gloria Umbrella with every $\o overcoat. A Dress Suit Case with every serge suit. Canvas Shoes with every white outing flannel suit. At Thanksgiving and Christmas a Turkey with every suit of clothing. Confectionery. Small Metal Curio with each pound box of bon bons. Pocket Mirror and Bon Bon Box with five pound box of best mixture. Bon Bon Tongs with every one pound box of sixty cent confections. Credit. Free House Rent for One Month on purchase of §150 worth of goods — ten dollars down. Marble Clock with fifty dollar order — five dollars down. Set of China — 57 pieces, with order for furnishing a four room flat. Mattress Worth $8.00 on a hundred dollar purchase. Dry Goods. Free Cutting and Fitting if goods are bought at a certain dry goods store. Gold Stick Pins with dress waist patterns. Belt Buckle with two dollar purchase of dress materials. A Silk Belt with every $1.98 shirt waist. A Pair of Gloves with silk dress pattern. Department Store. Entire Proceeds of Soda Fountain to most popular hospital — vote with every check. Concerts and Vaudeville Entertainments^performers receiving up in the hundreds for services. Electrical Devices and Giant Santa Claus at Christmas, distributing thousands ot dollars worth of toys and candy. Dolls and Toys. Large Set of Pictures with every 50c. purchase of toys or dolls. Large Doll with every fifty cent purchase. Dru^s. Bunches of Fresh Violets with every purchase of violet face powder. Corn Knife with 25 coupons from boxes of corn plasters. Chamois Sachet Bag with purchase of 50 cents or over. Pair of Rubber Gloves with ten dollar purchase of bath njaterials. Cash Prizes for Solution of Rebus, contestants to pur- chase bottle ot a certain toilet cream. A Package of Violet Talcum with every purchase of rubber goods. Free Specimens of Perfume to introduce a new odor. A Nursing Bottle to every mother buying a kind of infant's food. A Tube of Tooth Paste with every purchase of a tooth brush costing 25c. A Bottle of Bay Rum in fancy holder with every dollar purchase. Furniture. Sofa Cushion with every J 10 couch. Work Basket with every §5 work table. Picture in Gilt Frame — worth ;jSi-5o with every set of furniture of three pieces. Coupon for Drawing Contest for piano on every furniture purchase of Jio. Set of Dickens' Works with book case — costing $20 or over. Down Comfortable with every purchase of mattress over §8.00. Opal Glass Lamp with every parlor suit of tapestry or velour in value over §50. 00. Oriental Rug with bedroom set costing §25 or over. Oak Rocker with gio purchase — rocker worth $z. Lemonade Set with every $ i o dining table during special seven day sale. Coupons on Horse and Carriage with each 550 purchase, paid cash down. Four Prizes on best acrostic on the word " Furniture " — prizes to be J 10, $5, §3 and §2. General. Box of Pencils with every lunch basket or dollar pur- chase of school supplies. Cash Prizes for nearest guess to number of beads in a glass jar, coupons given with every fifty cent purchase. Number of guesses not restricted. Linen Centre Piece with every dollar purchase of house- hold goods. Free Soda Water to children purchasing school supplies. Gold Watch to person buying the largest amount of goods during a period of six months. Watch not to be less than ;gloo in value. A Doll Free with every dollar purchase. Four Dozen Clothes Pins with every sale of goods amounting to 25c. or over. 106 POWELL'S PRACTICAL ADVERTISER. Free Ice Cream with every purchase of fifty cents or over. Coal Range to any one guessing nearest number of beans in jar of general store window. Indian Head Match Receiver with every purchase of a dollar or over. Groceries. Decorated China Dish with every package of cereals. Small China Ornament with a pound of sixtv cent tea. Canary Bird in Cage with each bag of " Millbaugh's" flour. Silver Plated Spoon with every pound of baking powder. Coupons found in boxes of cereals, bearing letters of the name ot the cereal, entitle holder of complete set to gilt parlor chair. Full Set of Dishes for fifty coupons of gelatine. Coupons attached only to lo cent sizes. Bottle of Pickles with every purchase of catsup of the same brand. Package of Figs to every purchaser of one dollar's worth of groceries at Christmas. Cash Prizes for best loaves of bread from certain makes of flour. Free Cooking Demonstration and Samples of various products. Glassware and Crockery with purchases of fifty cents in sugar, tea or coffee. A Child's Chair, a IO..c>«>. ■.<« y<,.«. . PhiuidCiPHI*. This IS the wheel thai has done more for perfect bicycling than any other. The tramp of tired feet grows fainter and fainter— the tramp of progress both faster and easier — mostly on Victors. You must come to it finally — why not now? Have a Victor catalog Specimen No. 37, Specimen No. 3G. — are for the most part mere cuts of cars, with price, and possibly some catch phrase or hot air that con- vinces no one. Now read specimen No. 44, and see what pos- sibilities are within the grasp of one who knows how to write good copy. And when it comes to the question of springs in an auto, there isn't the slightest doubt about the Winton receiving the credit for having the best. This advertising will do vastly more than give publicity — it will carry conviction and sell the most goods. No matter what the article is, it must have selling points, and these should be brought out in the ads. Advertising is salesmanship, pure and simple. Imagine a salesman calling on the trade and merely dumping on the counter a sample or photograph with the statement "it sells like wildfire," or "we have four 112 POWELL'S PRACTICAL ADVERTISER. swirrfwABniCTCo Yale Oil is the greatest external and internal remedy known to the science of Pharmacy. It is superior to liniments and Jamaica Ginger, and will cure where all others fail. Absolute in Chronic Diarrhcea, Asiatic Cholera, Cholera Morbus, Cholera Infantum, Dysentery and all Summer Complaints. Works wonders in Rheumatism, Neuralgia, Sprains, Spinal Troubles, Toothache, Chilblains, etc. Price 50 cents. Specimen No. 38. rams Specimen No. 39. styles — each a leader in its class," etc. No, such a drummer would be fired in short order, because he couldn't earn his salt. Well, fortunes are squandered on advertising that has nothing to recommend it to readers. While a single ad. cannot tell the whole story, it can tell a little each time, or inspire new confidence by a well written style, where there are few real points to argue, and thereby gain the public con- fidence. In the argumentative group specimen No. ^S touches upon an important feature in combination with the "eye blazer" effect, and I believe this was the first black background of its kind to appear in the magazines, occupying a full page. Specimen No. 48 is also a direct argument, since any exclusive improvement that reduces tire terrors must appeal to every wheelman. This ad. in its original form occupied both single and double columns in daily papers. The imprints are omitted in the majority of specimens, as they are of small importance. I admonish the ad. writer to lose no time in getting possession of all the facts connected with a given product. Classify them and prepare many announcements, each exploiting but one point. Follow this by combining two or more, and practice the introductory feature. Specimen No. 45 is practically all introductory — hot air — and was use- ful in a series of daily paper ads. after its predeces- sors had hammered out all the superior points. This effort could be joined with the text in speci- men No. 48, with good effect. Study these features and work along the right lines. Specimens Nos. 30, 42 and 43 show how at tractive designs may be combined with argument and made interesting. The repetition of "Yuco" in No. 42 seems unnecessary and reveals too much anxiety to impress the name. To do this effectively simply have the artist draw the one at top nearly twice as large, and dispense with the bottom name, even though a slightly different arrangement is adopted. Specimen No. 43 is particularly good, since its theme is cost saving, and this always appeals to the majority of housekeepers. Don't use trade marks or other undecipherable coats of arms in ads., save in rare instances, and '^ never as the leading feature. PREPARATION OF GENERAL ADVERTISEMENTS. 113 ^ ^11 i ■ ■ ■ ■ ■ ■ 1 ■ ■ ■ ■ ||^ Fulton built the "original" An Motor Fulton built the "original" American steamboat, but the Hudson River floating palaces of to-day are immeasurably superior. Being first in a field may make a reputation for a day — perhaps a year — buL of value no longer than true merit survives. Leadership means superiority. Victors are not the "oldest" or "original" American bicycles — they are simply the best bicycles. Why? Because no others are made so well ; because no others are equal in tires, spring forks and general improvements; because Victors make the pace in advanced construction and have more valuable ^^^r points than all other bicycles combined. Shall we send you a catalog ? ^^ Bicycles OVERMAN WHEEL CO. BOSTON. WASHINQTON. DENVER. SAN FRANCISCO. Specimen No. 40 (Double Border Effect). The Dialodue Style. A pleasing variation from the usual effort is shown in specimens Nos. 31, 32 and 34, and is known as the " Dialogue Style," which ordinarily denotes an artificial or imaginary conversation, gen- erally between two persons. It is useful chiefly where solid argument has had its innings for some time and a change is wanted. It is not particularly good for a new proposition, when the public is in ignorance of the product. There should, of course, be some inoral con- nected, and argument as to superiority can be in- troduced. Serial Advertisements. Two styles are represented under this division — one good, the other bad. The first is a series of ads., each complete in itself, but making the illustrative feature appeal to a different class of con- sumers while retaining the chief characteristics of the " idea." The second is a series that keeps the public guessing until the last complete ad. is published. Specimen No. 41. R)r Sore Muscles 114 POWELL'S PRACTICAL ADVERTISER. ,,i^ Wheat Food^s m^/i^ Different from any other ce- V^lw mf/jk real food, in flavor, prepara- ^!^)\ij //gil? tion and uses. For break- }/// fast, for dinner, for supper — for every meal and everyday. There is a new way to pre- pare it each time--dishes that will satisfy the old folks and MUjd delight the children. WM The recipe book which accompanies- each two vf'AiK^ pound package tells you o£ its uses. If your J y" grocer does not keep it send us his name and MJik \ we will-write you where it can be procured. ^I/m |a Prepared by the I&/ jnirii' v\\V\ WASHBURN, CROSBY CO.. ,ll/£r///tV^ ^^Vff \\ MlDneapolis, Mian., mat JlV\vK of the famous Gold ..■^iv^kv 1 Medal Flour. Si^ecimen No. 413. Cup5 How many cups of flour do you use in a batch of bread? How many cups to a' loaf? No matter how your recipe reads use' one-fifth more water when j'ou use Gold^ Medal Flour. You'll secure better results and more bread. It's an established fact that Gold Medal Flour makes from 40 to 60 more loaves to the barrel than ordinary flour and over 20 loaves more than the highest-priced flour on the market. The average is forty loaves. Forty loaves at five cents each means $2.60 a barrel saved by the use of WASHBURN, CROSBY'S. Gold Medal FLOUR Take this into consideration when you buy flour. Then remember that Gold Medal Flour is made from the best Spring wheat grown in the finest wheat growing district in the world, and con- tains more nutritive value than any other flour milled. There isn't a question as to which flour the careful housewife will use if she stops to think. Gold Medal Flour is milled to meet the needs of thinking housewives. WASHBURN. CROSBY CO., Minneapolis, Minn Loaf ^^ C. C. BUSE, Buffalo, Distributing Agent for Cold Medal Flour. SiJecinien No. 43. Specimens Nos. 38, 39 and 41 show how effective the right idea can be made in serial order, and I doubt whether these Yale Oil ads. have ever been equalled. The text matter Is given only with the first one, and it is probably unnecessary to say that the others originally were complete in this respect. A portrait and testi- monial could also be added with telling effect. I recall a series of blind ads. that appeared in Boston dailies many years ago, and regret 1 did not preserve them as models to avoid. It took five days to develop the word Ozone, begin- ning with the letter O, followed the second day by Oz, and so on. The letters came up from behind a hill, about as the sun rises above the horizon. Advertising is too important and costs too much cash to be made a puzzle. People are too busy to bother about what is coming, and at best an effort of this kind can only be called " pub- PREPARATION OF GENERAL ADVERTISEMENTS. 115 Why Winton Twin=Springs Save Tires. A PNEUMATIC TIRE is just a sensitive Spring. Its compressed air cushion responds to a thousand minor vibrations that never reach the Steel Car- riage Springs. And every vibration is a Bounce, in miniature. There are just so many Bounces in the life of any Pneumatic Tire. You may therefore figure Tire-cost at so much per bounce. And, that cost is tremendously high when compared with the cost, per bounce, of Spring Steel. But, the regular steel springs on Motor-Cars are too stiff to do the work of Pneumatic Tires. Because, these steel springs must be made strong enough to receive the hardest shocks, wdth the heaviest loads. Thus they cannot be made light enough — sensitive enough — to relieve the Tires of the million minor bounces per hour. And so, the Pneumatic Tires must do 90 per cent, of the springing. That's why they wear out, and are such an expensive item in the year's running. That's why the Twin-Springs of the " 1905 Winton " were invented and patented. Because, each of the four Winton Springs is really two springs in one, or eight springs on each carriage. Note that the car-body, and the Motor, ride (in the Winton) on the thin steel of the upper springs. These upper springs are so sensitive that they respond even quicker than the Tires to slight vibrations, and minor shocks. Thus they do most of the "spring" work before the Pneumatic Tires can do it. In this way they relieve the Tires of about two-thirds the Bouncing that wears them out. Figure that out in dollars and cents and you'll see its importance. But these sensitive springs would be impracticable on a car without the Winton auxiliary springs, which are shackled beneath them for emergency work. When running over rough roads, or with heavy loads, the sensitive upper springs receive the support of the lower springs every time the Car bounces over a railway track, or over a "thank-ye-mum." These auxiliary springs then come into action only when needed, relieving the Tires of their severest work and their most destructive strain. Consider what these Winton Twin-Springs mean to the life of the Motor, as well as to the wear of the Tires. Consider the double comfort they give in riding over average country roads. Consider the greater speed you can drive a Winton at, when you know that the Motor, Tires and Passengers are insured against jar, by these compensating springs. No other Car can use these Twin-Springs. Because they are an exclusive and patented Winton feature. There are seven other features as exclusive as these sensitive springs, in "The Winton of 1905." Drop us a line to-day and let us tell you about them. THE WINTON MOTOR CARRIAGE CO. Cleveland, Ohio. Specimen No. 44. licity," since the merits of the article can only be made known by open methods. Life is too short to waste a day, and good direct advertising will drown every vague effort. Name Display. One of the best features for the new general advertiser to adopt is name prominence, which calls for special display-lettered titles. Specimens Nos. 35. 37. 38, 39> 40. 4i> 42, 45> etc., show the idea. Each name is pen lettered by the artist, to give that individuality not quite possible by standard display type. Nos. 30 and 43 may be compared in this respect. Practically the title or name in Nos. 40, 45 and 47 is now the Powell Series, but when I had the original drawn nearly fourteen years ago, there was nothing like it. Many shoe, piano, and other manufacturers who advertise largely adopt a certain name style for the product and never use anything else. This is particularly good at the beginning of a campaign, but I see no reason for its slavish use. Indeed, variety is restful, and the single idea can be carried too far. When I prepared the Yale Oil series years ago, I utilized the large Y scheme merely long enough to show the various uses. The same general Instructions I have men- tioned in retail advertising display apply in general ad. work. Don't use a display line that has no application. Borders and Special Designs. General advertising is not as a rule watched with such interest as local advertising. The latter is news that absolutely concerns the whole com- munity, while the general ad. usually has to force itself upon an unwilling or unconcerned public. This, then, calls for the " eye blazer," the " attention-arresting " ad. that stands out like a sore thumb and intrudes its proposition. As certain lines of general advertising become fixed and stand- ard, it is less and less necessary to resort to un- usually black effects. A beautifully proportioned advertising design, having well-developed symmetry and a catchy illustrative idea, will always command attention, which in turn practically insures the read- ing of the text matter. I advocate the use of special drawings em- bodying good advertising ideas, but I cannot too 116 POWELL'S PRACTICAL ADVERTISER. Victor Bicycles No need to remind you tliat cycling is the grandest, most exhilarating, most healthful sport in the world. Less need of saymg that Victor Bicycles lead. It S a long established superiority of this particular soap as a promoter of fact, known wherever cycling is known the quick, easy wash. This is what I produced — — from Maine to California, Canada to an illustration occupying two-thirds of the page, strongly condemn a mere black patch because some " psychologist " thinks this better than type. Always seek contrast in design, and very often the display lines can be type in connection with a good illustration. Originating Illustrative Ideas. Many years ago I was engaged to prepare a full page ad. for a leading soap, to be inserted in a woman's publication of the Ladies' Home Journal class. Something was wanted to emphasize the Mexico. A catalog at your service. Specimen No. 45. The World and showing the back yard of a city house, with a wash woman carrying a basket of dirty clothes to the tub. I paved the yard with cakes of the soap instead of brick, and had the title " B 's Soap Paves the Way to An Easy Wash." About a quarter of the page was given up to text matter in I 8 point Old Style. The illustrative ideas as shown in Specimens Nos. 15 to 19 are not suitable for general adver- tising, as they are semi-humorous and only avail- able among home people. Specimen No. 36 shows a " refreshing " idea, and I have already referred to the attractiveness of No. ^^. Use the product in producing the illustrative idea if possible, and many further good examples Do you move with it ? Are you satis- - - fied to move along yy|Q"yg§ as your grandfathers did be- fore you ; patient and plod- ding, so long as you get there sometime ? If you are going to win you must be awake ; you must "get there" the short way. A bicycle will help you. There are bicycles of every degree — good, fair, bad. We talk only of the best —VICTOR. Made of >^ the finest materials, «—^ .,, , . , , ~ l- l t by skilled mechanics, in the largest and best will be seen m later chapters. 1 ry to hit the mark appointed bicycle plant in America. Do you want an art catalog telling all about it ? Overman Wheel Co. Boston. Washington. Denver. San Francisco. Specimen No. 46. instead of avoiding it. Use of Portraits. I have often been asked if the use of the ad- vertiser's portrait is good. It depends. If the business is of a professional nature, yes — otherwise. True, Gov. Douglass gained notoriety in this no way in connection with his $3 shoe, but he began at a time when Lydia E. Pinkham was about the only other individual resorting to this style. A face that lacks character or looks like a thug is about the poorest thing possible. Practical Suggestions. The beginner who undertakes to prepare general advertisements is usually required to originate and lay out a well balanced combination of illustration and text, in which the former is really the first consideration, since the article to be advertised ought to stand out plainly and arrest the attention of readers who are likely to be interested. This calls for a different plan than is followed in retail work, as there is usually much less space at the writer's disposal, and much less to be said in the text matter, especially in quarter-page and smaller magazine ads. This is also true to a great extent in dailies and weeklies, although the cheaper rate here permits the display PREPARATION OF GENERAL ADVERTISEMENTS. 117 of the general ad. in larger space than is deemed wise in the monthly publication. But as stated, the first consideration of the general ad. should be design and illustration. Sup- pose we have a quarter-page magazine ad. to prepare for garters. Instead of merely showing a cut of the article, let us devote say 2^ inches depth and full width to an illustration of a pair of legs from below the knee, one sock held by the garter and the other without, badly sagging. This leaves 1^x2^^ inches for text, and the name would look well in a special pen-lettered design, as " Hold-up Garters." In a 2-inch ad. a good effect could be produced by showing one leg only, with the garter occupying 15^ inch in width by 2 inches depth, leaving about i|/8 inch by 2 inches for text, which would call for a good name display and a couple of para- graphs in about 8 point Roman. A mere enumera- tion of points is about all that such a limited space can take care of. If the garters have been advertised some time, then a variation could be adopted by having a four or five-line paragraph in large text type, something after the style in specimen No. 6, but with the name well displayed above the text. From this learn to apportion the illustration and design according to the space, and so as to get the biggest show, not forgetting to leave room enough to tell something that will influence the prospective customer. As space increases there can be more text .. matter proportionately. Take life insurance adver- tUrC, cHlQ cl tising — that badly abused branch for which large sums are annually wasted for printing the veriest tommy rot that couldn't possibly interest anyone. Almost any insurance ad. will do for examination, excepting those of the Penn Mutual of Philadelphia, which certainly argue more in two inches than others, do in a page. One casualty company ad. now before me takes a half page to display the name in ordinary type, give a list of officers, and display the titles of nine forms of insurance dealt in. Then follows in 8 point text a lot of dope talk about assets, confidence, reserves, etc. Now wonderful opportunities await the insurance company that gives a brief primary lesson in each ad., and in such a chatty way that thousands will send for booklets telling the whole story, and these in turn should be as interesting as the real estate booklet reproduced in this work. Say something vital and say it interestingly. Look over good specialty ads. and note the real points brought out; also note vital omissions. Victor Bicycles Ride a Victor and you ride the best — will enjoy life, and look better, feel better, work better. Specimen No. 47. Five Minutes For Repairs. Tbe Victor Pneumatic Tire bas tbe only inner tube whicb can be re- moved, m case of punc- new one in- serted m nve minutes. If your time is wortb anytbing, tbis is impor- tant. Specimen No. 48. Management of General Advertising Vital Factors, How to Start the Campaign, Value of a Proprietary or Trade Name, Prices and Dis- counts, Salesmanship and Advertising, Local = Introduction, Etc. ^ In starting a new advertising campaign to cover the country it will be well to bear in mind these cardinal factors : First, mere merit alone will not sell goods or gain a national reputation, hence the adver- tising appropriation cannot be curtailed on the strength of virtue. Second, the product must have a proprietary name or trade-mark for protection. Third, the proposition should be made attractive to retailers and jobbers. Fourth, sufficient time must be allowed for the advertising to take effect. Fifth, the selling plan must be comprehensive and support the advertising. Sixth, salesmen should be employed, instead of waiting for the trade to send in orders. Seventh, certain staple articles of daily consumption will achieve quicker success through moderate magazine and national periodical advertising, and immediately supplemented by local advertising and demonstration, taking section by section. Eighth, the trade should receive advertising matter, prices, etc., shortly after the general advertising starts. Ninth, the advertisements should when possible aim to get requests for catalogs and booklets. Tenth, the entire campaign should be thoroughly laid out from start to finish — both adver- tising and salesmanship — before a dollar is expended on publicity. I assume as a matter of course that the manufacturer or dealer who is about to explore new fields has already solved the question of production, cost and profit; and that he has sufficient capital for the new venture, if conducted on rational lines. One more important fact should be stated before proceeding further — well advertised products possessing merit will command from 25 per cent, to 33^ per cent, better trade prices than un- advertised articles. Another fact — consignments of advertised goods to retailers, to be paid for when sold, almost invariably defeat the purpose and result in loss. And as a parting admonition before going further, I want to advise the supplying of the retail trade through the regular jobbing or wholesale houses who will take advantage of all cash dis- counts and thus insure the advertiser against losses and retail conditions, the existence of which he can know little about. How to Start the Campaign. First determine how extensive the operations are to be; whether a lump sum, say $25,000 or ^50,000, is to be devoted to a year's advertising, or whether a few hundred dollars for three or four months only are to be experimented with. Consult some advertising agent of high standing and get his advice as to mediums, size of space, cost, etc. His commissions from publishers are generally sufficient, so that the advertiser is seldom asked to pay more than publisher's regular rates. After a definite, final plan is once agreed on, don't continually tinker and alter it. Of course, this calls for a very thorough analysis of the whole matter, and there should be no undue haste. It doesn't pay to go much by theory unless there is common sense and, if possible, some 118 MANAGEMENT OF GENERAL ADVERTISING. 119 precedent, to insure success. Get at every vital fact connected with competitors— their prices and discounts, their methods of distribution, etc. Take as little for granted as possible, and when you have everything in hand, go ahead and don't allow anything to deter you from carrying out your plans. Don't get nervous and over-anxious, and expect immediate results. As I have said, the manufacturer of staples need not spend large sums in national advertis- ing, if he will be content to let them prove in a small way the percentage of possibilities. Large campaigns for new advertisers ought, in almost any event, only to follow moderate advertising effort. Say a manufacturer introduces a new specialty; he can take from four to eight inches space in the Ladies' Home Journal and have his salesmen show the ads. to retailers. This is an old plan, and generally wins if the article comes in the standard necessity class, which precludes loss if the advertising fails to convert consumers. As substantial progress is made more space can be taken, and the wisdom of keeping down this expense until the greater part of the trade has been interested, will be apparent. Value of a Proprietary Name or Trade Mark. I was once consulted by the president of a large New Jersey rubber company, who explained that they did a large business, yet the net profits were scarcely more than five per cent. It was the old story of manufacturing almost every conceivable specialty for jobbers and others who advertised under protected names and thus reaped the big harvest. He admitted the folly of his course, and desired advice for the purpose of creating their own specialties. Many others having complete plants are similarly situated, and it seems strange that they do not make the most of possibilities. Cutting out the big profits of the middlemen is getting to be the order of the day, and good advertising is the surest factor in the operation if properly undertaken. Again, a soap manufacturer who wanted to put up his finest brand under a trade name was willing to spend ^50,000 in advertising if he could be sure of making as much profit the first year. It did not occur to him that getting his money back in this time would be pretty fair progress, and that if by the end of the second year he could again turn over this advertising capital and make say ten per cent, on the investment, his business would readily sell for a big bonus. In a few more years he ought to retire very rich if so inclined, for once a staple gets in a position whereby it can spend fortunes in yearly advertising it is a bonanza. If the $50,000 comes back in a year, and $100,000 is put into advertising the next year, and so until the limit is reached, it is plain that even without dividends the enterprise is intrinsically worth "as an established business" at least double the annual advertising appropriation. Were the promoter foolish enough, he could, after three or four years' publicity, stop all advertising and hoard up about as much as he had spent for it. Sales would not diminish much for a year, only a fair shrinkage would occur in the second, and even in after years the product would undoubtedly pay as a permanent business, although in vastly reduced volume. The point is this : it is possible to make a proprietary or trade mark name worth more than the total advertising investment represents. There are to-day hundreds of semi-idle manufacturing plants that only need the magic touch of modern advertising to set every wheel turning and double and quadruple profits. Some naturally belong in the regular field, while others can reap fortunes through mail order merchan- dising and selling direct from factory to family. And in this connection I have often thought that I would ask nothing better than a chance to get hold of just such a proposition, and I feel very certain that it would pay better than a gold mine, for the opportunities are great — and what's more, certain. 120 POWELL'S PRACTICAL ADVERTISER. Forcing a New Market by Local Introduction. Food products and other articles of rapid consumption can often be made profit makers in the shortest time through local newspaper advertising and store demonstrations. This method is pretty well understood, and only a few general hints are in order at this time. Contracts for space should be in bulk, say 5000 to 10,000 lines or the equivalent, to be used in one year. The first ads. announcing the demonstration should be large and striking, with illustrations. Suppose bulk contracts with two good dailies in an enterprising city amount to $1000.00, assuming of course that these practically cover the entire local field. It should be a jobbing center for quick distribution to retailers. Inside often days one salesman could probably cover the entire trade and be through, ready for the next place. Get every retailer to make a good window display and give him an extra discount for quantity. If the regular trade discount is a third, make it say 40 per cent, for a $50 order, or even more. But confine this proposition to the one time that marks the boom or introduction. Remember, too, that every retailer, like the druggist, is not your friend until he has your goods on hand. Take the retailer's order to the jobber, and arrange for the latter to allow the special intro- ductory rate in addition to his usual commission. Don't waste time or money on any wholesaler in hope of overstocking him. He has been there before. If he has turned over to him a hundred dollars' worth of orders, undoubtedly he will buy some extra goods on so good a showing, but the main effort must be with the retailer after the advertising has created a demand. The whole country can be covered in this way, and if good men are employed enough boom sales can often be created to show a quick profit on the advertising. But better still, the great work of fixing the trade will have been accomplished. A normal use of the remaining space after the boom will make it certain that no local demand will be unsupplied. Concentration of effort is necessary. A common fatal error is best illustrated by a certain new baking powder that began advertising a few years ago in New York dailies, without using enough space or having a comprehensive selling plan. To move New York City alone calls for perhaps $50,000 in advertising, which should be along most original lines, and totally different from the style adopted, which was scarcely more than "publicity" or name prominence. A quarter page in three or four leading magazines gives some national reputation, and helps the local introductions. The baking powder in question scattered its daily paper advertising in many cities and did not succeed in converting any single community or in making both ends meet. The best plan always is to begin in a small jobbing centre where from 1 1,000.00 to $2,000.00 will give exactly the same extensive advertising as $50,000.00 would in New York City. Then if any plans need altering, the preliminary losses will be but trifling. Hammer the big centres only after experiment has proven successful. If the capital is large enough it is best to open New York, Chicago and other centres as soon as permanent methods have been secured. The big city dailies circulate outside to a great extent, so that in addition to working the immediate local field, the ads. are sent to distant places, and when these smaller centres are boomed in turn, they will respond more quickly because of this "slop over" adver- tising from the big city dailies. Just what particular products can best employ this plan it will be unwise to specify. I should advocate some careful figuring. How many packages, boxes or bottles must be sold to get back sufficient profit to pay for the introductory advertising? How many retailers? — then eliminate from your calculation from 20 per cent, to 30 per cent, of them as too one-horse to take an extra discount on a good thing. MANAGEMENT OF GENERAL ADVERTISING. 121 Now assume that the local introduction, requiring two weeks, costs $8oo.oo including adver- tising and two salesmen. On an article selling at ten cents — a food product for example — it follows that from io,ooo to 20,000 packages would have to be sold to cover expenses, and unless there were a hundred active retailers who would each buy a gross after a lively demand started, it would be almost impossible to leave the city even or ahead of the game. With an article of this kind it should not merely be the aim to make a profit or even expenses on the introduction, for when the entire retail trade is supplied and is co-operating, the main work is completed, and moderate local advertising thereafter will keep the goods moving. The vital thing is the fixing of the retailer so the advertising will not be weakened. Food products, medicines and similar articles of general daily use can often make a profit on the boom, as will be apparent in the department on medical advertising. Corsets, dry goods specialties, etc., cannot expect it, and of course the amount of advertising should be regulated accordingly. In the introduction of flavoring extracts it generally pays to sample, but it is expensive to send canvassers to each home and secure an audience with the lady of the house. Much valuable time is thus consumed, and it is such a prolonged effort that no salesman could wait in the field long enough to receive any benefit as far as a quick demand is concerned. The better way is to sample from a given point or points — say from every store that will buy an assorted gross of the various flavors — and confine the free event to the one day or days. Leaving samples with stores Is undignified and hurtful in more ways than one. The local introduction should aim to wake up the entire population in the shortest possible time, and I cannot conceive of any line possessing real merit that testimonials will not benefit. About the only rule as to which lines will stand heavy advertising is this: if practically everybody can use the goods that very day, then pounding space may win, but if the buyers must first wear out something similar, then booming may fail. We can instantly eat anything that we fancy — we cannot throw away a good pair of shoes. Prices and Discounts. One of the present largest department stores in Philadelphia began by offering merchandise at actual cost, and this shows the value of price saving. To divert trade from competitors and get it working for you is worth a good deal ; therefore the giving of an extra discount on a new boom is wise. But give it where it will do the most good — to the retailer. The jobber will naturally take all you ofi^er him, but the very nature of his business precludes his giving any great surplus of effort to any single product. Be as liberal with the middleman as any one in your line and then devote your attention to creating the demand and making things interesting for the retailer. Salesmanship >vith Advertising. Get good salesmen to work with the advertising. In opening new centres much depends "^ y on their ability as hustlers and talkers. Put the best one in charge and hold him to account. A mere receiver of orders is about as useless as can be imagined. The real salesman enters into the spirit of the thing with vigor and vim. He feels his responsibility, and knows that if he makes a record there's big money for him somewhere, because the world is always on the lookout for selling brains. One of the best salesmen I ever saw left a $2 5-a-week job to conduct local invasions for a new specialty, and he soon demonstrated that he could induce the trade to multiply their orders by ten where the proposition and advertising are attractive. Another drawing $75 weekly proved a complete failure. The local introduction method requires making friends quickly, and grass must not grow under the salesman's feet. Mail Order Advertising A Magnitude of Mail Trade, General Principles, Publications, Keyed A ^T(^ Ads., Sample Copy Circulation, Agents, Agents' Letters, Schemes, ^mJ^ ^ A ^ A ^ ^ sft Space Limitations. ^ ^ tA <^ lA tA A Mail order advertisers are divided into two classes: First, manufacturers or dealers who reach the people living almost exclusively in country villages, farming and remote settlements, where the advantages of department and other large stores cannot be obtained. Second, department stores having mail departments and manufacturers of higher priced articles that appeal to the readers of magazines and National weeklies. The first class advertise almost exclusively in the strict mail order papers, such as Comfort, the Vickery & Hill List, Woman's Magazine, Hearthstone, Paragon Monthly, Metropolitan and Rural Home and others which circulate almost wholly in the country districts. These papers usually have enormous circulations, from 50,000 to 1,500,000, and owing to their comparatively inexpensive make-up and printing, they are able to offer subscriptions at the lowest price, varying anywhere from ten cents to fifty cents a year. The advertising rates are correspondingly low. Practically the only difference between the country and city mail trade lies in the fact that the latter is appealed to in a more dignified manner; the offerings are for the most part the best of their kind, and are sold at higher prices. Much of the magazine mail order advertising, too, is not for exclusive mail trade, as these advertisers also frequently sell through stores or their own branches. For practical purposes, however, the mail order principle is always the same, but the reaching after the country buyer being at the present time a hundred times more important and extensive than the efforts to secure his city cousin, it will be best to analyze those conditions that apply more specifically to the former. And, moreover, it must be borne in mind that the standard magazine advertiser who seeks mail buyers is at best only following the general law — the offering of merchandise that is better or more extensive than the line carried by the average local store. For example, certain mail order furni- ture houses make and sell ten times as many up-to-date patterns as can be found on the floors of even the largest stores. This multiplicity on the part of the manufacturer enables him to take the lead, because people have become educated to ordering by mail to such an extent that they no longer hesitate, provided the advertised goods are proper- ly illustrated and described. THIS IS YOURS FREE ^^e are glTliie aw&y Cold W at«h c«, J«CT«4j-r> »ad other ToJoable premium^ to those wh© help Ufl introduce cor remediea. Send aa your name and address and we will Riali yo« four borf« of Dr. Rip- ley'* CfHiipoimd Iron Pills; sell Uuin3 at 2^ cents & box and reinJt DB the SLOo received and we will promptly lt>rward you without extra expense or work. theluuKl- •omo ChatelAiao and 'Fendent ehown here, stmulatin^ a 99^ SOLID COLD WATCItt Amenraji mailc. and gnannteea for ten y*TirB. Thnr 1s -tb* bl^TB^tit offtT ev^T made and yoa will be delifchted. We are an old and reliable cnncom and will presen* 81 000. IN CASH) tit miyojio wnp can pjijve t^at u'^dcijiotdu tui we say, tHir PiiiB arc (ro(«l wllera and we are anxlons to la> troducerthem tn fivery homo. ao matter what it c06ts na. GOLD WATCH w»itl«iT«n)RBi:iT la 8IXt » iK kx. bO UD tK)LI> LAID CA^ilS. SUTKKiiLr KNUBjiVBD 0-*lJW>'rH- BIDtg. AWBJUCAW CiaT*<.t tJiBB; eqoil Id ■»p*u«Mc« la BOt.ln GOLD VTaTCB. OUAB- A^TEF,IJ rs TlAa-^ W« ff1r« ft ABStiUTE'-V FBEE *o bvri »ivJ girls or anTr^ria MUlof SO ri«:*» or (Mjr».„^rud dMinu IcB. tiOLD JEWIIJIT It lOs «ru-h. h rnj jour uli1r*iJi£il *• "Old »<-iu» us JiJ"*! kn>1 w» »ni POSITIVYLV SRKD »«« rb* watch !XA'TTT as DFPrRlllF.D by r«. TQ Qudl For qulw!nt? n-chinf-^ ar- r^.hantrw! fof ■".7 ' «l-tmtli If oldotrfs. RllfullvpToltiTneii when ynu write for Our Free SEWING MACHINE CATALOGUE. HAVE YOU ANY USE FOR ASEWING MACHINE? K yon have don't Call to cut tbla odverti.-ement out todaj and rnMltoii-L If yon can't usoaKewtnj; machine nC auT price, call j'our tieiphbrtr's attention to this mlvtTti.Lmant. Poti t hiiy any kinj of a sewin? mii hine at anv prl'-e. for cash, on time or on Initallments or dont trtule your old machine for a new one until vodnet our Ql« New Sewing Machine Catalogue FREE, with all our new ofleVa. vtitb cverythlntr explained. ALL FREE FOR THE. ASKING. We wMI tell von som,et.hin(r aW>nt eewing machines you oDiz-ht to Imow. WRITE TODAY, and be sure to mention this paper. DO IT NOW Address SEARS, ROEBUCK & CO ., CH ICAGO, IL LINOIS. Specimen No. 50, MAIL ORDER ADVERTISING. 125 fortunes annually, but the building up of this system means years of good work and up-to-date methods. Those who contemplate entering this field should answer practically all the ads. in mail order papers that are in the 2,000 Watches To be given away FREE A $50.00 SOLID GOLD WATCH I«r you, or wo vill pa; you $50.00 Spot Cash to buy a SOLID GOLD Wutch from your own joweler, tf the watch wo send to every fereoo QQBWunng this advertifiemi^nt is not found exactly wLat wo fluim. We intend by our liberality to rapidly introduce the greatest remedy of th« ag«— to stlmalate tbe Appetite, resolate the bowels and beautify the complexion. We duo't want your. ■loney. Only eend Bs your namo and I'ost Office addreea "and agree ki sell only 14 BoxeS of our Warvoloua Kemtdy nt 25 cts. a box. We will then Bond you the remedy by mail at once. When sold you eend ue Qnly f E.50 of OUT money acid we will send you ou»-«f oar haaci«. Bomely engraved caae stem wlni>L'iite. dizziness, etc.. 25c. FROST'S FEVER CURE should be at hand at all iiours. At first approacti of fevers, especially in children, avoid danger by its prompt use. '^fic. I''i:( isT'S HEADACHE CURE does not interfere wiih the heart's action. Cures sick and nervous lieuilaehes. hcadaelies from the use of liquors and chronic headache. 25c. FROST'S LIVER CURE banishes shallow com- plexion, jaundice and liver complaints gen- crallv. '2.'»c. FKu.ST'S KIDNEY CURE cures when all other svstems liave failed. 25c. ■ FROST'S NERV( U'S DEBILITY CURE quickly calms the nervous svstem and iiraccs up the patient; no nerve roiiic cpials it. 'J5e, FROST'S NO-LA-GRIPPE cures colds and grip and prevents pneumonia. At this time of the year your life may depend ou having it handv, 2ac. FROST'S RHEUMATISM CURE Is celebrated the worlcl over. It is t lie "miracle worker " and has astonished thousands. 25c. If you arc in duulil as to your disease write freely to Dr. Fro.^^l. Pluenix Building, Springfield. Mass.. and your ease will he correctly dia.;iiosed free of charge, and you will he told* what to do, so you can go to your druggist and thus save doctors' fees. and free sample offer, which resulted in about two hundred people calling at one of the newspaper offices, where the public distribution took place on the following Monday. The name and address of each caller was taken and three or four days later a young man at $8.00 per week called at the homes to ascer- tain results and secure testi- monials and photographs, which was no trick at all. Although thirty-eight reme- dies in pellet form were sold and described in a 16-page booklet which was distributed at the doors a few days after the advertising had begun to wake up the city, yet only the Rheumatism cure was sampled and boomed, because it is fatal to attempt the ex- ploitation of more than one thing at a time. The repu- tation of curing hopeless crip- ples is sufficient to also sell the other remedies. The first ad. I do not reproduce because I afterwards discov- ered that about the spme space divided into three sep- arate ads., and appearing two days before and on the day of distribution would get out about three times as many samples and create far greater interest. Specimens Nos. 52, 53 and 54 are the ones finally used for first ads. in all new places. The advertising schedule followed was as follows in the leading paper: Sept. 6 . . . 350 lines. Specimen No. 56. 8 . . 82 10 . . • 144 13 • • 91 MEDICAL ADVERTISING. 131 DARTIN6,SH00TING PAINS. AFRAID SHE WOULD DIE. ANOTHER FROST VICTORY Banished by the Great Physician. Mrs. Eliiabeth Robertson, at the Home for Aged Couples, corner of Walnut Av. and Seaver St., Roxbuty, Boston, Mass., says : — " For over seven years I have been troubled with pains and stiffness in my right tliigh and knee. After 1 had been sitting down for a while I could not walk, my leg would not hold me. For years I could not stoop down at all, or walk up- stairs without the aid of the balusters. MRS. ELIEAPETH ROBERTSON. " At times pains would dart into my shovdder like sword thrusts, and it seemed as if I could not endure them. I have tried numerous patent remedies without relief. I secured a sample bottle of Dr. Frost's Klieum.-itism Cure, and, before all of it was taken, I was greatly relieved. I can now go up and down stairs easily, and feel more active than I have for years.". Ask your druggist for Frost's Remedies, 25c. a bottle mostly, and accept no substi- tute. No matter how many doctors have failed. Dr. Frosf has a specific that will cure. At Dr. Frost's offices, Pho2ni.\ liuilcling, Springfield, Mass., a corps of the world's greatest specialists will thoroughly diagnose your case absolutely free of charge. Specimen No. 57 Given New Life By Dr. Frost's Fam- ous Remedies. Mrs. A. E. Ball, in Church St., Middle- town, Conn., says : — " My little daughter, Bessie, twelve years old, has been a terrible sufferer from rheu- matism every winter for four years. This necessitated confinement, which was telling on her general health, and we feared she would not live long. The pains started as usual with the first cold weather. We tried doctors without relief. I then secured a bottle of Dr. Frost's Rheumatism Cure, and before half of it was taken, the little" girl was able to run about and play. The swelling has entirely left her joints and she acts like a different child. I earnestly recommend Dr. Frost's Rheumatism Cure to all sufferers. I think it was a godsend to my daughter." MISS BESSIE C. BALL. Ask your druggist for Dr. Frost's Reme- dies, 25c. a' bottle, generally. Separate remedy for all diseases. At Dr. Frost's offices. Phoenix Building, Springfield, Mass., your disease will be posi- tively cured by the greatest living special- ists. If you cannot call for free exatnination, write freely. Specimen No. 58. Haverhill, Mass., Medical Circles As- tonished at a Home Miracle. Mr. Geo. W, Hall, 140 Main St., Haver- hill, Mass., a G. A. R. member, and well known throughout New England, says : " For thirty-two years I have endured the awful agonies of rheumatism, contracted in the army. Seven times I have had rheu- matic fever. There has been a sore spot constantly on my knee as big'as a silver dol- lar, and I have only been able lo get around by casing the knee in a rubber cap. GliO. W. HALL. " If anything touched my knee I would scream. Hundreds of dollars went to doc- tors without, relief, and I lunr; since aban- doned hope. Hearing how Dr. Frost's Rheumatism Cure rescued Rowland Alford of Providence, R. I., from the grave, I be- gan to use the remedy myself, and to-day I am as well as I was forty years ago — pains, swelling, and band.iges have all gone. Dr. Frost's Remedies are wonderful, and my re- covery is almost a miracle." At Dr. Frost's offices, -Phoenix Building,' Springfield, Mass., the greatest living medi- cal specialists will examine your case, either in |)erson or by mail, and give cofnplete medical advice without charge. Specimen No. 59. Sept. 15 . . • 350I ines. Sept. 23 cc 17 . . . I 12 cc " 24 (< 20 . • 756 cc cc 27 ii 22 . 60 cc " 29 owers of the specific which is astonishing doctors and patients. No matter liow long you have suffered, Dr. Swift will cure you if a cure is possible. T. M. Browning, Palestine, 111., writes: "Dr. Suiffs Rheumatic and Gout Cure has cured me and 1 luu a walking ndvertisement for your treatment. I want to act as ugeiit for this wonderful cnie." A. Hnck. Victor, 111., writes: "Three large bottles of Dr. Swift's Kheumatic and Gout Cure, cured me of muscular rheumatism which aftiicted me for years. I gladly recommend it to my friends, and we all consider it ' God's blessint'.' " These are but sample cases of hundreds constant- ly coming in Irom all parts of the ccmntry. In many cases complete cures are obtained in a few days, and the best )>roof of the superiority of lir. Sw'iffs Rheumatic and Gout Cure over all others Is the fact that those who have received free bot- tles are writing their friends, urging them to send before loo late. , , Hv this distribution Dr. Swift will demonstrate to a' certainty that he has discovered an absolute cure for the worst cases of rheumatism which are todav baffling doctors and hospitals alike. If you Wiint'a book of testimonials, it will be mailed on recinest; but don't fail to write at once for one of the free bottles. Tbev contain full twenty-five do.ses, instead of the usual three or four doses sent out tjv imitators, and will be mailed free upon request by mentioni.ig Cheerful M(mients. Address Dr. Swift, 118 Swift Building, New \ork. RKGULAR PRICES-81.00 a bottle ; three bottles $2.60—11 month's treatment. Guaranteed to cure or money refunded. AGENTS WANTED in every town. Specimen No. 62. from local reading notices and small to the houses, and this seldom fails. Distribution of Samples. The best method is to give out samples from a newspaper office. This secures a sort of en- dorsement and avoids local jealousy among druggists. Places large enough to support dailies will give better results through a general selling in all drug stores than by the appointment of one agent. Samples of medicine should never be left on door steps, as it shakes confidence and is wasteful. It is estimated that nearly one in ten suffers from rheumatism and that even a greater percentage have kidney and kindred ailments, which at best means that indiscriminate sampling is wasteful and not likely to create a proper trial. And no matter how efficacious, the local testimonial is all-important, hence the necessity of taking the names and addresses from the place of distribution. Store Hangers, Cards and Window Display. While the boom is on, window displays are useful, which may be arranged for as a rule with- out cost. The enterprising druggist usually realizes that it is to his advantage to strike while the iron is hot, and that a window tastefully arranged draws trade. Certain folding box manufacturers 134 POWELL'S PRACTICAL ADVERTISER. make giant size cartons for this purpose, notably the National Folding Box Co., New Haven, Ct., and Robert Gair, Brooklyn. Signs and Novelties are made by the Meek & Beach Co., Coshocton, O., and the leading drug trade publications advertise other manufacturers. The most successful proprietary houses, however, rely chiefly on newspaper advertising, and do not spend much for a lavish display of hangers or novelties. Scare vs. Proof in Advertisements. One way is to write medical copy so that people will imagine they have some disorder that the advertised remedy cures ; the other way is to appeal to those who realize their trouble. Kidney remedies usually find the mention of symptoms a stimulant to sales, because so many have reason to be frightened at the very mention of this dread disease. Then, too, it is harder to diagnose it than the case of rheumatism. "Spots before the eyes" do accompany certain dangerous kidney troubles, and yet this symptom may be due to some other minor trouble, and the advertised remedy will do no harm if no good. But there is no mistaking rheumatism, which renders the symptom scare unnecessary. No matter what the remedy may be, however, the cheery ad. that looks mostly on the bright side of life and gives a variety of testimonials to prove the worth of the "great discovery " will sell the most goods. When I point out that the Frost campaign I prepared was in accordance with this idea of new health for everybody, it will be seen that a popular chord was struck to produce such immediate results. In one city of 100,000 population, one retailer sold over 2000 bottles within the first sixty days. I should have added before, that every person who suffers from " darting, shooting pains " is likely to be attracted by display lines that bring back the realization of his or her agony, and that a sale is likely to result from sensible text and neighbor's testimony, and in connection I want to say that there never was a greater error than the supposition that a good medical testimonial must be bought. Our nature praises the things that add to the sum of human joy, and under proper guidance we will say a good word for even a patent medicine that makes us glad we are alive. Do not forget that whether good or bad, a remedy is a wonderful discovery or a base fake according to its effect on the individual. I once knew of a state legislator who thought he was helped by plain sugar pills, although he thought it real medicine. A good remedy was merely trying to win the greatest number of cures and its manufacturers got up a "side show" in shape of an alleged cure by a supposed competitor, simply to publish an ad. showing the record. Over fifty took the plain pills and thought they were benefited. I do not, of course, approve of such measures, but the startling facts just recited show possibilities. No lasting, permanent good can result from a worthless remedy. Selling by Mail. The same general conditions that make a remedy successful locally, also apply in mail order advertising; viz, free distribution of samples, and testimonials. You must get out samples, and have a remedy good enough to secure at least one treatment order in five, where from $2 to $5 is required from each. Inquiries should not cost over 50 cents each even on a ^5 proposition, because repeat orders are practically out of the question, and until a remedy has been advertised in mail order papers for a long time, it will not be likely to get into drug stores, and thus the selling qualities of any ad. must be judged solely by the number of inquiries or samples requested. Specimen 61 brought in one paper over 600 answers at a cost of about f 100 and the average in all papers was at about 25 cents per inquiry. No. 62, also a mail order ad,, cost about the same per inquiry, which shows that it pays to run space to the limit to secure as many sample MEDICAL ADVERTISING. 135 requests as possible. In the beginning, nothing larger than No. 62 is advisable, and on the other hand a smaller ad. is not likely to fully prove possibilities. If this prominently displayed FREE effort fails to secure inquiries in any medium it is certain that the publication is a poor proposition. Specimen No. 60 is given to show a catchy effect, and to supply an example of what to avoid in mail order advertising. It would answer fairly well in a local weekly as a sort of aid to the druggist, but it would be a failure as an inducer of inquiries. Even the pleasing design if enlarged to double column size would be vastly inferior, space for space, to a type ad. like No. 56, etc. Securing Agents by Circular. As I have said, direct advertising for medical agents is generally too costly to be profitable, and this makes the rental of other advertisers' letters of inquiry the chief reliance. By mailing circulars to thousands who have written letters regarding other agencies it is possible to interest a profitable percentage and secure their services. A limited bill of goods should be sold on credit if possible because the lack of periodical advertising deprives even the largest concern of more or less reputation. Besides more will take hold if allowed to pay as sales are made. Discounts to agents should be larger than to the drug trade, because they are obliged to canvass and force every sale, and also because 40 per cent, and 50 per cent, seem to be the standard concessions. Probably the best arrangement consists of a 40 per cent, discount, with an additional 10 per cent, for cash with order. Rather than allow 50 per cent, and 60 per cent., offer a good assort- ment of premiums to be given absolutely free when certain amounts have been paid. For example, $13 worth of remedies at 40 per cent, off is $7.80 net. Now when this has been received give as a bonus a watch costing 50c. up, or a I1.50 fountain pen of standard make that can be bought for a third. Thus the proposition appears far better than a straight 50 per cent, discount. Women will canvass to make a few dollars and at the same time earn a bonus of dishes, sewing machines, etc., all of which can be purchased at lowest wholesale figures. Where a line of remedies is sold through country agents on this plan, sales will also result in many unexpected ways. People will often buy assortments for their own consumption, if such every-day preparations as cold, dyspepsia, cough, worm, and similar cures are included. But the most gratifying of all is the fact that after the remedies have been on the market for say ten or fifteen years, and thousands of agents have sold them, a drug store demand is sure to assume respectable proportions. One preparation for summer complaints thus enjoys an annual store sale exceeding ^50,000 net, and all because of the demand created by agents' introduction. This "slop over" sale goes through one New York jobber, although unknown to the same agents who have created it. Were this medicine house to advertise in publications to help drug- gists it would lose most of its agents, who will not sell anything known to be carried by dealers. I recall in this connection the peculiar result of an advertising campaign by a large medical house that wanted to get a slice of the sales through retail druggists, although it had never done business with consumers save by local country agents. Accordingly several thousand dollars were spent in daily and weekly paper advertising in one or two states as a sort of starter, and at the end of a year the most amazing results were recorded — the total business in this advertised section was much less than during any previous year with- out advertising. An account of the campaign was published in Printer's Ink and other advertising journals, and I was highly amused at the " explanations " offered by numerous ad. writers and agents, who for the most part were certain that the copy was bad, and that they could have avoided the disaster by originating more "Striking" designs, more aggressive salesmanship, etc., etc. The president of the company — a very successful man in his particular way — offered no excuse, because he admitted that he didn't know what the trouble really was. Later, he consulted me about his regular work and when I suggested that this newspaper campaign made most of his old agents mad, and at the same time was too inefficient to secure drug store business, he agreed that the shrinkage of the total business was plain. Trade Publication Advertising A Talk on the Planning of Ads. Intended to Interest the Trade; the Importance of Illustrating Selling Points, Etc. The average advertisement found in trade publications is about as shiftless an effort as can be unearthed, although advertisers are beginning to appreciate the fact that it is mighty poor judg- ment to pay out hundreds or thousands of dollars for space that is filled with a mere business card or weak text to be changed only two or three times a year, or less. The first thing to understand in the preparation of a hard-hitting trade ad. is that agents and dealers are busy people as a rule, and to engage their attention and hold it there must be plenty of catchy illustrations. If a series of clever ads., each highly entertaining and somewhat educational, are run in large space it is possible to create a steady class of readers without the use of special designs and illustrations, but this demands the very highest skill in text writing, which makes it risky for the average ad. writer, who would better employ the surer method. More than that, the catchy illustration in combination with catchy text matter is undoubtedly more effective than the plain type effort. The trade will get in the habit of looking for ads. that are uniformly good, and it certainly pays to invest a few dollars for drawings and engravings — the dividend will be enormous in comparison. Trade publication advertising permits m£aa(iBa(iB(£B(iBli^ the use of novel or humorous illustrative ^EV WP W VP VP WP '■bV 'iW WV schemes that might be undignified in maga- zines. Anything having a cheap, slangy flavor, however, should be carefully avoided. Back from the Races. 'ff ^iU^**'td' ^^"fj-^^x^:^ ^ (^ trvlnston - Mllbum, The great race o( the East, competed lor by machines of dll the principal makes. May JO, The taslesi linic was made on a Victor by A. W. Porter of Boston, on a re^lar road machine, who won the TiMF. Prize and also ihe Soi,ip Tike Pbi.-k The priie for fastest time on a cushion tire was won by A. P. Ctaig on a Victor Theiasiest time on a S.ilcty Bicycle was made by Charles E, Kluge on a Viclnr. Model B. with cushion tires The Victor took all tbc Tih£ Prices where entered. The Pullman Road Race At Chicago. Nfay jo, bad 213 entries. The fastest lime on a solid lire bicycle -was made by Terry Andrae on a^Victor in jjm. 1 2s., thus winning the TmK Pxuk. The Pacific Coast Race At Oakland. Cal,, May 30, waJ won by (our Model B Victors, Ukinj; >he hrst four prizes and beating the Pact6c Coast lime record. 41 Ix>ulBvllle. Ky.» Last week T. E. Jeflcris on a Model B Victor won the j-inile road race from eleven competitors. Another Model D took second place. These two Victors Were the only ones ctitcred, and succeeded in beating out two pneumatics. m Moral: 'Victors Make the Pace.* iii OVERMAN WHEEL CO. WASMINOTON. SAN FRANCISCO. fi Specimen No. 63. mmmmm Specimen No. 64. ifi 136 TRADE PUBLICATION ADVERTISING. 13^ Put Your Advertisement In the Greatest Of all Agricultural Publications==- and The trade ad. can take more liber- ties than the announcement designed for general magazines or regular national pub- lications. For example, Specimen No. 6j originally occupied about 6x7 inches, and it may be well to add that the testi- monial was in a letter instead of on a postal, and I had invented the idea be- fore its arrival. Of course, the wheel paper readers appreciated this sort of advertising, but for general publications the effort needs more detail, such as in- troductory talk, catalog mention, etc. Specimen No. 64 shows the first border ever made up from the product itself — the cushion tire — and the whole ad. is a good example for trade paper interest. Specimens No. 67 and 68 flir- ther show how ingenuity can be employed in impressing three vital factors. Neither of these ads. would be suitable for gen- eral publications, but in page space about 9x12 they could not fail to keep wheel- men and agents interested. Illustrating points in a novel way is a key-note. Among other special features which I illustrated in the campaign of trade publication advertising was a machine for proving the resiliency of tires, with dia- grams showing the tracings of a pen. This was unimpeachable evidence, for every bound of the tire was faithfully recorded, and all other makes of tires were outdone in this particular. Another illustration made plain the valve which was concealed in the rim with a man- hole lid. In fact every special scheme or feature was treated at various angles, and the educational effect not only converted wheelmen, but was a potent factor in securing a large army of wide-awake agents, who are glad to represent manufacturers who not only turn out a high grade product, but who are wise enough to advertise it in an intelligent manner. Months and years of such work never fail to make advertising in trade journals a profitable certainty. Specimen No. 65 appeared in Printers' Ink and a few other advertising publications, at the end of a particularly prosperous agricultural year when the farmers had paid off old mortgages and were in a position to buy new things. Specimens Nos. 66, 69 and 70 were also planned for advertising publications but with a very definite idea in view. At this time the Companion was only 50 cents a year, and the general impression was abroad in the advertising fraternity that the paper circulated mostly in small rural Farm Fireside And He'll Come Down with His Wealth. 335,550 Other Fellows Just Like Him Have Been Reading This Monarch of the World's Rural Press, and There's Many a Happy Advertiser In the Land. Fami and Fireside has the largest circulation of any semi- monthly agricultural paper in America — average for past three months, 335,550 copies per issue. If you want best results, try it MAST, CROWELL & KIRKPATRICK, Publishers SPRINOHELD, OHIO 108 Times Bldg:. HEWTOEK 1643 Monadnock BIk. CHICAGO Specimen No. 65. 138 POWELL'S PRACTICAL ADVERTISER. m }m A great home magazine — Over 300,000 subscribers — a mlllloa and a half readers — Mostly enterprising, wide-awake, up-to-date women who live well and have money to spend — - Women who are interested In new things, new ideas, new products — Who are awake 365 days in the year and are ready to buy any new article of merit. The m T?\E Vv/INMIMG f^AHD PROGRESSIVE CYCLING. PARAPHERNALIA. I. $135 cash. 2 Sense enough to invest in a Vi<£lor Bicycle. TRrCKS. I. If your opponent leads off on a second-grade wheel, follow him up on a Vi(5lor. 2 U he leads you over a rough road, you gain the trick vaxh the Vi(flor Spring Fork — there's nothing its equal. J. If he selc(5U a smooth road, you gain a, big point, and the tnck. with the V'i(5lor Cushion Tire — it's the '91 joker — beats everything. 4. If you don't want to be a 'Heft" bower in Progressive Cycling, be the "right" one — show what the "Finest Bicycle Fac- tory in America" can do — it's a winning card. The three cards above illustrated will capture a whole pack of ordinary Ones in Progressive Cycling. Art CaUlog tells the rest. OVERMAN WHEEL CO. BOSTON. WASHINQTON. DENVER. SAN FRANCISCO. fKi Woman's Home Companion B^^l Is their favorite because it Is the unrivaled woman's magazine of the world — Containing articles of romance, travel and fashion by the most popular writers of the day — Art covers and illustrations by famous artists who paint true to life. Everything that goes to interest, instruct and elevate the whole family — All for fifty cents a year. Advertisers who want results are invited to reap a harvest from this splendid creation. $1.75 a line — less for quantity. Imprint. Specimen No. G6. Specimen Ko. G7. E;^^^fejfc places, and was, therefore, unsuitable for goods appealing to city trade. While not quite equal to the Ladies' Home Journal, yet the Companion circulation was a close second, and it deserved to carry the same class of ad- vertising. To convert advertisers, therefore, a series of ads. was prepared, each having an illustration of a refined home, and the first year's efforts resulted in securing nearly $50,000 worth of advertising contracts in excess of any previous year. This, too, be- fore the era of good times of 1899 had been ushered in. This aggressiveness and betterment in every department from advertising to WHEN? When we introduced the Victor Hollow Rim and compelled our rivals to abandon solid and adopt hollow ones. (A few makers have gone back to the old method to save e.\pense ) When we introduced the only reliable anti-vibratory device for a safety bicycle — namely, the Victor Spring Fork. When we sub.stituted ball bearings for cones and compelled our rivals to follow as best they could. When we introduced the best cushion tire the world ever saw — the celebrated Victor Cushion Tire. And we shall come out once more at the big end of the horn with our new Victor Pneumatic Tire. Have you seen it ? Imprint. Speelmeu No. 08. TRADE PUBLICATION ADVERTISING. 139 "Advertisements That Appeal to the Refined Home Are What We Want." General advertisers who wish to cover the country in an experimental way can do so at a minimum of cost, by using one medium only, the "Announcemenis that Appeal to tlie Refined ttome are what We Want ' Experimental advertising should be started In a slO!;le bigta-grade publication having a circulation large enough to prove whether the scheme Is right or wrong. If successful, other good mediums can then be added. Where the specialty to be pushed appeals to the average, well-to- do home, the first magazine used should be the Woman's Home Companion ^^^^^-^ ^^^^ Companion which has a lower proportionate advertising rate than any other high grade woman's magazine in America — $1.75 a line, and over 300,000 subscribers. A proper advertisement in this great publication will pay well, after which the advertiser can select other good mediums. Forms for June issue close May 1st. Imprint. Specimen No. 69. which has over 300,000 subscribers — million and a half readers — and charges but $1.75 a line, with ample discounts for space. The Companion rate is lower, in proportion to circulation, than Its only competitor in magazine quality, therefore if an advertising scheme is wrong and bound to be a loss anyway, the saving In the Companion, by reason of a lower sum total, is well worth the con- sideration of every new advertiser. Qo cautious till you KNOW — then push hard. Imprint. Specimen No. 70. circulation pointed the way to a $i publication, and to-day the Woman's Hoine Companion is uni- versally recognized as one of America's highest grade publications, notwithstanding the fact that it is printed in a little one-horse Western city, where the manufacture of agricultural implements is the principal industry, which only goes to further prove that it doesn't matter, as a rule, where you are located, providing brains and aggressiveness are put into the development of the business. Every trade publication ad. ought to secure almost as many regular readers, proportionately, as the department store ad. When the product will permit, there should be booklets or catalogs printed in the best possible style. These can be mailed to trade lists and also be sent in response to replies to ads. If the advertiser is willing to pay out an extra lo per cent, on the cost of trade publication space for special illustrations and features, it will not be many months before results will prove the wisdom of this course. The right ads. will create a desire on the part of thousands to see and read your booklets and other literature. Years ago a certain publisher did such good advertising that he educated the entire fraternity, and one of America's largest manufacturers paid him a high compliment when he instructed his advertising department to lay on his desk every blotter, circular, booklet, advertisement, etc., that emanated from the brain of this particular advertiser. Miscellaneous Advertising Circulars and Leaflets, Blotters, Mailing Cards, Window Cards and Dressing, Bill Boards, Street Cars, House Organs, Novelties, Etc. =^^=^=^=- While periodicals afford the cheapest and best means for advertising most things, yet there are other auxiliary forms that are profitable when intelligently executed. The common error is in supposing that these supplementary methods can take the place of regular advertising, and the desire to substitute is generally based on an attempt to save expense. There are few, if any businesses that cannot employ the periodical if they can anything, and the greater investment should not be rejected simply because something else costs far less. It will generally be found that results represent a certain percentage of profit, based on a given expendi- ture for advertising, and that the advertiser only gets what he pays for. In other words, if a cam- paign costing say $1,000.00 returns a profit of |ioo.oo, it is folly to expect substitute or auxiliary advertising costing but $50.00 to do as well. And more than that, let it be understood that Booklets, Blotters, Street Cars, etc., only pay to any extent when used with regular advertising. In this connection I recall the attempt of a typewriter concern to mail catalogs direct to business men, instead of continuing its magazine advertising as had been the policy for a dozen years previously. The final result was that the catalogs did find customers for awhile, but as time advanced and the machine continued to lose its magazine prestige the catalogs dropped off in results until they scarcely paid their cost. While, of course, there are exceptions to all things, yet it is a pretty good rule to bear in mind that periodicals are the first necessity in promoting business. But this does not mean that the auxiliaries should be avoided ; on the contrary they ought to be a part of the complete publicity system. What is wanted at this time is a proper understanding of their worth. Circulars and Leaflets. Under this head comes an endless variety of styles, sizes, shapes, etc., and they are all good. Generally the leaflet or circular is used because the advertiser can't afl^brd, or thinks he has no use for, a booklet or catalog. But there is a specific use for the former, even though the latter is employed. An idea like specimen No. 63 is almost as useful for a leaflet as for a trade paper ad. Left on counters or enclosed with correspondence it can hardly fail to pay its cost and something besides. Specimen No. 67 may also be included in these remarks, owing to the novelty of the illustrative scheme, and it would be particularly good on a four-page leaflet with matter relating to the three points brought out — finest factory, cushion tire and spring fork. Retailers ought to mail neatly prepared leaflets to a select list of families and a good plan is to do so monthly. The great department stores usually spend enormous sums in this way. For example, one eight-page leaflet is devoted to illustrating and describing Sunmier Furniture; another exploits a fine line of canned goods; while a third effort may be a twelve-page booklet on Parlor Decoration. One of Wanamaker's entitled " March is the Month for China " consisted of eight pages and an expensive cover in several colors. In a way it was a miniature catalog, with particularly tempting price offerings. I prefer as a rule the smaller leaflet printed on fine coated book paper with good illustrations, to the cumbersome circular which is too often a commonplace affair. It pays to mail these both to customers and prospectives. 140 MISCELLANEOUS ADVERTISING. 141 Blotters and Their Use. Ordinary blotter advertising is a poor proposition. Millions of them are printed and at best they are but supplementary to regular advertising. If employed they should have the effectiveness of the chatty ad. in com- bination with the catchy illustration. Speci- men No. 71 represents a good type, and almost any unique ad. along similar lines will also be effective. A proper arrangement of Specimen No. 33 affords possibilities, while Nos. 6;^, 65, 66, 67, 68, 69 and 70 can like- wise be made up for blotters with a reasonable certainty of being read. Blotters can be used by publishers and manufacturers who have trade lists, but they are hardly adapted to retail trade conditions. Specimen No. 38 would look well on a blotter, save for the reason that medical advertisers cannot use this form, owing to the fact that they can influence dealers only through the demand of consumers. If blotters are used at all, let it be a regular feature for a long period, and only as an auxiliary. Mailing Cards. A good mailing card, used in moderation, can be efl^ective, but the mere massing of colors in some heavy, outlandish design is a foolish waste of cash. Too much has been expected of mailing cards, and at best I consider them inferior to blotters. Both should be sensibly catchy and contain text matter that will be read. The average mailing card is either a piece of poor printing on manilla board or tag stock, or a flashy color design on tinted tough check stock. The former is usually a mere type affair, while the latter is apt to have as its key note an illustration that is used on many customers' cards, by simply changing the read- ing. This ready-made, non-specific cut is just as bad for a mailing card as for a newspaper ad. If you can't afford to have the illustrative scheme original and adapted to your product exclusively, then give up mailing cards. Window Cards and Dressing. Little need be said about the importance of window dressing, since every retailer of sense Told by Hundreds 1 I ^ THE PULLING QUAL= ITIES OP FARM AND FIRESIDE AS AN AD- VERTISINQ MEDIUM. The great superiority of Farm and Fireside over all others as an advertis- ing medium has been told for years — TOLD BY the Keystone Woven Wire Fence Co., Chicago, who say Farm and Fireside is by long odds the most prontable advertising medium they ever used. TOLD BY the Sandwich Mfg. Co., Sandwich, 111., manufacturers of baling presses, who say Farm and Fireside last year brought them more inquiries (that afterwards led to sales) than any other paper. TOLD BY Wm. Henry Maule, the noted seedsman of Philadelphia, and hundreds of others, all of whom unite in saying that Farm and Fireside is a " puller and business bringer. Circulation " Way Up " Average for past three months 335,550 Copies per issue IMPRINT Specimen INo. 71. 142 POWELL'S PRACTICAL ADVERTISER. There's a wrong impression about this Suit. It isn't as good as it looks, but $10 is a mighty low price for $30 appearance. Specimen Xo. 73. These Oxfords would have cost you $5, but the manufacturer failed and we scooped in all we could get. $3.25 while they last. Speciineu No. 72. (Original Size 6 Indies.) Specimen Xo. 74. knows that this is one of the best ways of attracting trade. Have frequent changes, and don't stint the expenditure. A druggist brought back from Jamaica a large quantity of strings of beads made from odd native seeds. One week the window and store hung heavy with them — the following week they went on sale. Paper flowers, and similar decorations, will set off almost any line of goods. Window cards ought to say more than " Fine Overcoat only $15." As a matter of fact much thought should be expended on them. Specimens Nos. 73 to 78 express my idea. A brief chatty ad. can often be used like Specimen No. 1 1 1 for example. Occasionally a complete chatty ad. as run in the newspaper can be painted on a full sheet card and displayed in the window in connec- tion with the goods to which it refers. Manufacturers in most lines will find it an inexpensive investment to furnish dealers with window cards. Specimen No. 72 shows another effort quite out of the ordinary. Bill Boards and Street Cars. The one great thing to remember when appropriating money for these forms of advertising is this : they are almost never able to create a demand for a new product. While good for old established advertisers, they are strictly auxiliary, and act largely on the reminder idea. The late Gerhardt Mennen once told me that bill boards and street cars had never paid him until his talcum powder had been sampled house to house and considerable periodical adver- tising had given a local reputation. A Massachusetts shoe polish manufacturer lost considerable money until I advised him to go into the papers first and street cars afterwards. Prices for displaying 11x21 cards in Elevated and Subway cars in New York are as follows, either system : all cars, $540.00 per month on yearly contract; one-half of all cars, $300.00 per month ; six months 10 per cent, additional, three months 15 per cent, additional. Street car rates in most cities will not greatly vary from 50 cents per car per month. Prices for bill boards vary according to location, colors, etc. Painted bulletin boards, accord- ing to the Gunning System, Chicago, usually average 25 feet in length at from $10.00 to $25.00 a month. Wall displays average 800 square feet at about 5 cents per square foot, or a year's guar- anteed display, 50,000 square feet, in Chicago, costs about $2,500.00 a year. Car cards 11 X2i of striking color design are generally best. Too much text is out of place, although a good retail card can be made effective in a 36 point or 48 point type without display or illustration. Specialty advertisers get the best results from this kind of advertising. MISCELLANEOUS ADVERTISING. 143 We imported this exquisite Olive Oil for those who want the best. 90c. the quart bottle. Com mon sort 60c. Here's a chance to sponge on us to- day. If 18c. for these Rubber Sponges isn't sponging on our profits we need lessons in arithmetic. Specimen No. 75. Specimen No. 11. Pretty gay ties, but Dame Fashion says they're correct, and we meekly submit. Your pick 39c. Buy one of these Oak Heaters and we 'II make it hot for you. $4 to $35. Specimen No. 76. Specimen No. 78. House Organs. Small store papers or house organs are good advertising mediums. They can be of any size, but a large concern will find it best to issue in brief magazine form, say from eight to sixteen pages, 7 X lO, with a cover in one or two colors of ink. Good half-tone illustrations should be used to lend interest to the text. An organ of this description should be published monthly and be mailed to a trade list. Have special educational articles and let the news feature of the business be prom- inent. For the retailer, a monthly store paper, say 5 col. folio, on ordinary stock, will do good if carefully attended to. An effective yet economical plan is to have the house ads. occupy half the space, using plate matter, stories and miscellaneous reading for the balance. Manufacturers of specialties will furnish free cuts for any of their goods. A good co-operative plan is for a grocer, a clothier and a druggist, for example, to club together and share expenses together on a monthly house organ. This plan makes possible a large list of patrons to whom copies may be mailed monthly. Novelties for Advertising. Calendars, celluloid goods, etc., are not in themselves good trade-bringing mediums. But they are useful to a certain extent — as reminders, when presented to the trade. The insurance agent is expected to present calendars, and he should strive to have something catchy. Knives, match safes, pocket and memorandum books, etc., are particularly good for salesmen to give away once a year, and while unlikely to alone secure an extra order, yet they do produce good humor, which every drummer appreciates. It is doubtful, after all, whether novelties are really advertising, and I have often thought that they ought to be charged up to the salesman's expense account since he generally hands out or mails these trade jolliers to business friends simply as gifts. While certain articles like celluloid memorandum books, stamp holders, etc., are sometimes given away to consumers, yet they never really influence sales, more than an era of good feeling involves. And the indiscriminate use of the advertising novelty is pretty apt to prove a mighty bad investment. Better improve and beautify the booklet or other printed matter with the novelty money, and if you then favor presents have them good and practically for the trade only. The best method of distribution of novelties to consumers is at fairs and exhibits, as attractions, and people who attend these affairs are pretty apt to be worthy. Form Letter Writing Circular Letters a Misnomer, Elements to Incorporate, Two Classes of Letters, Getting Replies a Necessity, Errors to ==Avoid, Examples and Criticisms=^ I dislike the term " circular letter," and believe it should never be used, since the main trouble with the great majority of imitation typewritten letters is that they are really nothing but circulars in the guise of personal correspondence — and no one is deceived, though often disgusted. Form letter seems to me a better name, and its contents should always savor of the personal element that obtains only when written out in long hand or is dictated to a stenographer. The moment the form letter writer begins to figure out that he has at his disposal one or two solid pages, then a circular pure and simple results. Although thousands of advertisers, and business men who don't advertise, mail millions of these imitation letters, yet their usefulness, when properly prepared, will not diminish. Elements to Incorporate. A form letter should be as personal in tone as possible. Some of the best efforts have been made up from portions of personally written or dictated letters, and in this way the wording is pretty apt to be natural and therefore wholly different from that employed in space filling. For example, all advertisers constantly receive many letters from people who ask numerous questions in addition to requesting a booklet or catalog. Withm a few months the person who answers any concern's correspondence will find himself or herself dictating substantially the same replies, and by examining a large number of copies of old letters many a paragraph here and there will be found useful for incorporating in form letters. As much as possible, these should anticipate the most important and more frequent queries, especially in a series of follow-up letters. Two kinds of form letters are employed — those in reply to requests for literature, etc., and those sent out unsolicited. Form Letter No. i is a good representative of the latter class, and No. 2 is a poor one of the former class. In either case the form letter should be a good imitation of a typewritten letter, with the name, address, etc., perfectly matched on the typewriter. Many printers make a specialty of this work, and it doesn't pay to have cheapness the main consideration. Now that the carbon copy method has largely replaced the old copy book with its blurred, and often indistinct, appearance, the best form letters are printed to imitate the ribbon effect. The entire letter, with facsimile signature in black or color, is set up in modern typewriter type that exactly matches the standard makes of typewriters, and an inch or more blank space left at the top enables the typewriter to fill in the name, address, etc., so that the complete letter has every appearance of being a genuine dictated one. Of course most people of intelligence know that a reply to their request for literature must be a stock form, but if the matching is good and the letter sensibly brief and personal in tone, it accomplishes as much good as though it were actually dictated. The main winning elements in brief are : directness, natural tone, avoidance of rehash of technical facts that properly belong in printed literature, and an effort to induce the recipient to sit right down and answer your letter — and ask more questions. Many a person has been so impressed with certain form letters that he or she felt it a duty to reply, even if but to inform the 144 FORM LETTER WRITING. U5 W. D. I30YCE CO. BOYCE'S WEEIvLIES AJ^D AVOMAN'S TX^ORLD Boyce Building, Chicago, Jan. 30, 1905. George H. Powell, 913 Temple Court, Norfolk. Dear Sirl- Mr. R. W. Sears of Sears, Roebuck & Co. advertised in our papers 18 years ago, and he has been a customer ever since. He spends half a million dollars a year in papers that circulate in the country. His sales for 1904 will amount to about $30,000,000.00 He knows where to get the trade that stays and pays. BOYCE'S WEEKLIES and WOMAN'S WORLD circulate wholly in the country and reach every seventh family of those who form 69% of the population. Follow Sears. Respectfully yours, W. G. F. S. W. D. Boyce Co. Form Letter Ko. 1. advertiser that the ad. had been answered " without realizing that the goods cost so much," etc. Many a time, too, these same people have done so much hard thinking when laboring with their replies that they saw a way to afford the price, which resulted in this first letter being destroyed and an order-letter sent instead. When you can get the recipient to write you, much has been accomplished, and this should be kept in mind in preparing form letters, especially the follow-ups. Errors to Avoid. Make the letters brief. A single page is almost always better than two or more. No sensi- ble business man would write two or three solid pages merely because the party had asked for a catalog. Be almost as brief as you would were you actually dictating. Don't crowd or run in solid — remember paragraphs. Don't make a form letter a continuous effort to fool people. The practice of leaving lines blank in the center of the letter to be matched and filled in by the typewriter, is insulting and unlikely to fool anyone except the advertiser. For example : " and we beg to assure you, Mr. Brown," etc., appearing in the midst of the letter is intended to convince the reader that it is a dictated letter, but this filled line closely adjoining the printed letter on two sides, is never a good match in ink or impression, and thus much labor is lost. Don't try to cover the business points that are, or should be, in printed literature. Remem- ber that the main object of a form letter reply is to show the inquirer for a booklet, etc., that the 146 POWELL'S PRACTICAL ADVERTISER. MAIL. ORDE3K DEPARTMENT Metal Furniture Mfg. Co. Hay 12, 19o4. Wr. Henry M. Chandler, ITewarJc, Ohio. Dear Slr:- /^ He cordially invite you to call at our City Salesrooms and CK I offices. No. 17 West 42nd St., when you are In our vicinity. ¥e want you to come in even if you do not Intend to purchase Immediately. We want to get acquainted with you and we want you to get acquainted with us and our goods so that you' may have full confidence In both. We have a telephone which is always at your disposal and you can have your mall addressed In our care and we will be glad to give you all the Information you may require if you are a stranger In New York. Just call and ask for the writer or address your letters No. 17 West 42nd St. The location is accessible by all cars. It is near 5th Avenue across the street from the new Tilden Library which Is in the course of construction and it is a square from the Grand Central Depot. If you wish our book and price-list kindly let us know. Do not hesitate to write us for any information; wo appreciate the opportunity to give you full and detailed particulars about anything that interests you. X We are very much Interested in your wants and it gives ua (pleasure to receive your letters. Cordially yours, METAL TUKNITtIKE MPS. CO. Form Letter Xo. '2. request has been granted, merely adding a little personal flavor or chat. In the unsolicited letter, the object should be to enthuse the recipient if possible, get him to read good accompanying litera- ture, and in the end secure the order. It seems hardly necessary to add that a typewriter type letter, printed on poor paper and with name and address filled in with a pen, is the rankest sort of idiocy. No attempt at filling would be a hundred times better. About Form Letters Nos. 1 and 2. Note the brevity' of No. I, which was sent out by one of the largest and most successful publishers. They dive right into facts that must appeal to mail order advertisers, and after citing a notable example and adding a few words, they close. ] see no real criticism here, although I favor a few introductory words, and would probably prefer the letter to begin something like this : " We know you want results and will listen to any reasonable argument that shows you how to increase your business," etc. But the directness and brevity of the letter as it is, will insure its reading in a large percentage of cases. The mention of this great mail order house is in the nature of news, and this is always more proper in a letter than in printed matter. T'/^e element of pcnoiuiHt'i, rcmcmher. Form No. z is a sample of inexpert work. Although sent out in response to a request, yet there is no intimation that a booklet was sent, as really was, and one would infer that the letter belonged to the unsolicited class. Other criticisms : (a) After the customary " Replying to your esteemed favor we are sending you under another cover," etc., it would be well to add any statement about famous hotels and people who have just bought these beds — anything in the natilrc ot news that carries conviction of superiority. (b) This paragraph is a waste of words. Directions for getting to a store are unnecessary in a letter. (c) As this letter was sent out in response for information about goods, nothing should be held back. When an adver- tiser sends out form letters to a list it doesn't usually pay to mail a complete line of printed matter, or expensive catalogs, but a neat, catchy leaflet or booklet should go in the letter that will be likely to interest the reader sufficiently to induce him to ask for the complete book. Never mail a letter without printed matter of some sort. (d) There is no argument or interest in this, and the expression " it gives us much pleasure to receive your letter " is extremely amateurish. Card Index and Follow-Up Systems By " follow-up " system is meant a method, or, perhaps, more strictly speaking, a series of methods, whereby all replies to your advertisements are properly taken care of, not only by prompt- ly sending all circular matter, booklets, price-lists, etc., but in systematically filing names and addresses for future attention. Years ago it was thought sufficient to merely send out the literature called for, and then either enter names and addresses in some book — oftentimes a partly used ledger — or else file away the letters of inquiry themselves. Once or twice a year, if the office help had nothing to do, some attempt was made to address new circular matter to the " old list." No. Name Buvei P.O. Shipping Point How Started Circulars Sent Replies Samples Sent Replies Letters Written Replies Special Quotations Replies LIBRARY eOllCAU. A *OSik Card No. 1. •^AT. JULY M. 1P96. MAY 2fl. 1 6l. In this way, with little regard for system, the advertiser felt he had done his duty, and not untd bright business people opened his eyes to the possibilities of something better did he realize the wasted opportunities. Replies from advertising cost money, and competition nowadays is too keen to permit of slip-shod methods. In many enterprises, especially where any considerable sum of money is involved on the part of the party answering your advertisement, it not infrequently takes as many as five "follow-up" circular letters before the order is landed. In other instances a second or third letter extracts practically all the cash possibilities for a time, after which the "list" becomes a mere permanent one, and only worth circularizing at remote intervals. In beginning a scientific consideration of the " follow-up " department of advertising it is proper to begin with the three primary divisions of GUIDE CARDS as illustrated on next page. Whatever may be printed on the real record cards themselves — the cards containing names, addresses, memoranda, etc. — it must be remembered that their assignment and location in the 147 148 POWELL'S PRACTICAL ADVERTISER. Showing Primary Divisions of the Card File System. system or drawer-file is determined by the guide cards referred to, which of themselves record no data of any kind. Let it be understood, too, that in a large and comprehensive system the guide cards A to Z, with the data or record cards sandwiched in between, may extend to a dozen or sixty drawers in a filing cabinet, depending of course on the number of appli- cations received and recorded. The same may also be true of the i to 31, or January to December guides. The Tickler System. 1 place this first because it is really the key to a systematic following up of inquiries. Suppose your advertisements bring you fifty replies to-day. A clerk takes the ordinary stock cards, either blank or elaborately ruled, as the complexity of the busi- ness demands, and with typewriter or pen fills in the name, address, and date of request. The cards are then used to address your circular matter, circular letter, etc. This ends the first process. In say three or four weeks you intend to follow up with more matter, and it is important that a system of procedure be observed. To put the different days' cards together at this time means an accumulated mass at the end of a week or two, and experience has proven that so much work coming in a bunch is never properly attended to. And, moreover, such an uncertain plan means that some names would have a second batch of literature sent them long after the three weeks settled on as the proper time for such follow-up had expired. The only sure way is to have each day's new names taken up for the second circularizing in exactly three weeks from the day the first matter was sent. Therefore, all cards first dated say the 3d of the month, and thus showing that the first cir- cularizing had been attended to, should be inserted directly after the guide card bearing the figure 24, the cards of the 4th go after the guide card 25, and so on. Then, as the 24th or 25th, etc., of the month arrives, the cards assigned for this date are removed, and after examination all showing orders received are put in an order drawer, while the balance are used to address a SEC- OND circular let- ter and mail new printed matter to. Another date, the 24th,indicatesyour second circulariz- ing. This duty per- formed, the cards are again set in another tickler drawer having the Card No. 2. same style of guide Where published? Space contracted Position Number of insertions Length of time First insertion How contracted and date ORDERS 0.t« Tiin« Cop, Tout Spic* 0*t« Tiintt Cop, Total Spica Oal* TimM Copy Total Spae* r; RECORD OF INSERTIONS July Feb AuB Mar Sept \ \ April Oct May No« Juna Dec CARD INDEX AND FOLLOW-UP SYSTEMS. 149 Post Office State Paper Issued Space No. Times Payable Amount Agent cards — i to 31. This time the date assigned is the 13th of the following month, and when this date matures all cards not showing, by the regular books, orders for something, are again used to circularize a THIRD batch. It will be seen that this system can be carried to any extreme, according to the necessities of the case. If only one circularizing after the first is wanted, then a single tickler is sufficient, the cards without orders going direct to a permanent location or cabinet, where they are arranged accord- ing to state guides and without the employment of the i to 3 i guides. For fear the " guide " card term may not be clear, it is only necessary to say that it is an extra heavy blank havmg a raised "tab" which rises higher than the regular record cards. They are signs, enabling you to quickly put your finger on any division without loss of time ; thus A to Z, i to 3 i, and Jan. to Dec. are "tab" or " guide " cards. See " Primary Division " drawer previously referred to. There are also many other guide cards sold, such as state cards, etc. Subdivision of Guides. Suppose your daily inquiries run up to 200 or 300, requiring as many record cards. So many in a bunch means a good deal of hunting in case you want to find a certain card, either in the tickler or permanent file, and therefore to minimize the labor we introduce guide cards A to Z between each of the i to 31 guides. This means a set of A to Z for each day of the month. In this amplifying the towns are arranged in directory style — Arlington after the guide A, Bennington after guide B, and so on. Every day this is repeated, and the extra cost of so many A-Z guides at the start is re- paid ten times over in labor saved, suppos- ing, of course, that the accumulating lists war- rant. This A-Z arrange- ment in the tickler is also time well spent, as at the final transfer to the permanent cabi- net, it merely requires the separation of states, and no spread of table space for sorting is necessary. The January to Showing Special Card for Recording DIfJerent Ads. o« One Advertiser In same paper. ' Card No. 4. December guides are Jan, Feb. Mar. Apr. May liine July Aug. Sept. Oct. Nov, Dec. Card No. 3. mib Jl ^^ Y^ ^-^^ 11 12 13 yJH IS 16 17 IB 19 20 /^^. 21 22 23 24 25 26 27 2a 29 30 1 !.?// '2fZ *<^// "^t fi 7 8 » 10 Rale / Zc> ?~7 /z. /Y s- & /■a J^ ^ /^^e^ U 13 13 14 15 Ifi 17 IS 21 22 23 34 U 26 27 28 29 1 y^£ 3 yv/ 6 6 y^i 8 9 Rate ^7:^0 f 7.7-0 ^^nsi /^^97t€^4y" U 12 13 14 15 le 17 IB n 23 23 24 26 150 POWELL'S PRACTICAL ADVERTISER. KEY PUBLICATION //^/ /y^:^ /y^j /y/>y yy^j- / V^f y^<^-(y^--/t:^c/ //c^ A ^ COST ^ ^ ^^^^/^ -^^y: -^"^ ;^^^^ j/r.^ SPACE ^ / ^ 2;'j- ^-A /J-t7 ^^ Z^ 2S/ r /^, 6^ yf/js /^^/ As -^^^ .'-tJ /^. ^ Never send out mere copyings of old matter. The manufacture of Card Files is now an important industry. For the mere keeping of names and addresses of persons who send requests for catalogues, or become purchasers, ordinary 3x5 blank cards are often used, the clerk merely copy- ing name, address, key number of advertise- ment, etc. An ordi- nary rubber dating stamp is used to show when first literature was sent out, which Tlie Index and Total Result Book. (5x7i inclies.) method is likewise fol- lowed in subsequent circularizing. The keying of each ad. may be a different " Dept. No. — " for each publication, or a series of "Room No. — " may be adopted. In large establishments special ruled cards are usually provided, which include blank spaces for as much data as may be desired. The Yawman & Erbe Co., Rochester, N. Y. ; the Shaw-Walker Co., Muskegon, Mich.; the Globe- Wernicke Co., Cincinnati, O. ; Library Bureau, Boston and New York, are leading card file manufacturers. Arrangement of Card Blanks. Cards Nos. i, 2, 3 and 4 herewith reproduced are specially adapted to the advertiser's use. The majority, however, often desire some special ruling, and consequently stock card forms are seldom carried by manufacturers. Card No. i is for a more or less elaborate record of detail from the time the inquiry is received. The key to ad. should be noted at "No. — :" Card No. 2 shows a Special Ruled Card for recording insertions of e. o. d. ads. in daily papers, although it can be used for a weekly or monthly publication. The original size card was 5x7 inches. The spaces for data, such as record of copy sent the paper, total space, etc., is not essential, save where much advertising is done. Card No. 3 is a simple scheme that fills all ordinary requirements for all publications save dailies. For the latter a very large card with a blank space for each day is necessary, or the form as shown for " Monthly Book of Daily Results" will answer. Card No. 4 is another Special Card specially prepared for an advertiser who runs more than one kind of ad. in the same paper. Especially valuable to record the amount of space given each article. The 4th of July shows 150 lines were given the sewing machine ad. and underneath the 100 means number of replies received. Book Record System. Some advertising detail is best kept in books, and the reproductions herewith are almost per- fect. The advantage of the Monthly Advertising Expenditure Book is this : you have before you at a glance each month's list, with permanent record of every necessary detail, save record of inquiries. Many magazines require payment before month of issue ; others are payable during 152 POWELL'S PRACTICAL ADVERTISER Key. Publication '.^*-f^^i^ Issue- Space- / ^/?^^ei Price, $ - ^f^- .^^ '^Z^^ INQUIRIES Month 1 1 3 4 1 g » 8 9 10 11 12 13 14 15 IG 17 18 19 20 21 22 23 24 25 20 27 23 29 30 31 Total JAN. /d? // // /v f J'^ 3^ /o / 9 6 /o yS6 J 7 / / 6 . 7 / ^ / J 9 7/ J ^// FEB. ^ / T— / MARCH APRIL MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. 1st or lieft-hand page of Inquiry and Receipt Book. (OxllA Inclies.) RECEIPTS. Month 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Total JAN. ■ /0 TOBt 2d or Riglit-hand page of Inquiry and Receipt Book. (9xlli inches.) Daily Results for the Month of_ 190 — NA.ME OF I'APKK 1 2 3 4 6 G 7 9 9 10 11 12 13 14 15 IC 17 IS 19 p 21 22 23 24 25 26 27 28 29 30 31 h'.?S, COiT Cojf Ku Ktrii ' Monthly Book for Daily Results of All Publications. (12x12 inches.) this month, and daiHes and most weekHes collect the month after the advertising appears. This book indicates when bills must be paid. The Index and Total Result Book is a veritable prize, for each publication has a page or more, and two years' results of a magazine are before you for instant comparison, providing, of course, each ad. is keyed. Inquiries or replies to the ad. are noted in the (I) column, and sales in the (S) column. These should be in pencil, and if changes are noted daily the advertiser loses no time in posting up on any publication's pulling qualities. The Inquiry and Receipt Book is indispensable, as will be appreciated bv carefully studying the reduced reproductions herewith from my own system. The Monthly Book of Daily Results is often used, but it is unnecessary if the Inquiry and Receipt Book is relied on. Booklet Si Catalog Advertising Characteristic Differences Between Booklets, Catalogs and Primers Examples for Study, Worthlessness of Commonplace Effects, Virtue of Original Brevity, Follow-up Requirements, Etc. If the economical advertiser could see the fate of the average booklet or catalog he would hold up his hands in protest against the further squandering of large sums of the hard-earned coin of the realm on business literature that benefits only the printer and Uncle Sam. Millions upon millions of copies in- tended to educate people and secure a paying patronage find their way into the waste basket and junk shop without the recipients being even aware of the subjects treated. The trouble may be classified under three general heads — first, common- place appearance which is devoid ofspecial interest ; second, dry, uninteresting text matter with neither proper division or logi- cal sequence ; and third, absence of illus- trations. While no set form or rule can be laid down, yet certain elements and characteris- tics should be thoroughly understood, after which innovations and variations will not interfere with harmony and interest. The first thing needed at this time is an understanding as to the characteristics and Special Duties of Booklets, Primers and Catalogs. First, let us consider the regular stan- dard catalog, which was in use long before booklets and primers were thought of. While to a certain extent the booklet often takes the place of the catalog, yet for many lines of business the latter should be a special effort and be prepared in accordance with certain well defined condi- tions. Let us consider the case of a manu- facturer of a large line of sporting goods for example. Anywhere from a dozen to forty or more pages must be devoted to illustrating and describing the various arti- cles, together with prices. No great literary ability is here possible or necessary. eXCeot The cover Design illustrating the sale of New York (Manhattan Island) in 1624, by J X J ' r Indians to early Dutch traders — also present sky line. 153 154 POWELL'S PRACTICAL ADVERTISER. The Power o£ Wheels ¥ Cover Pag^e Do you know that the wheel is the connectine link between barbarism and civilization, poverty and wealth ; that by it the world moves, and upon it all great work depends ? Page S There is a Tide in the Affairs of Man, Which if Taken at its Flood, Leads on to Victors Pagti 1 Do you know that the horse which staggers with 500 pounds upon his back trots off easily with 2,000 pounds loaded on wheels ? Do you know that if you were chain- ed to 500 pounds of iron in the form of a cube you would die if bread was but one-eighth of a mile off ? — that in a cask you could roll 2,000 pounds around the earth ? Page 3 perhaps in two or three pages immediately following the title page. Here a sort ot business editorial on the great achievements of the concern is in order, not forgetting, of course, to mention in a general way the prizes taken at exhibitions, how the factories have had to be enlarged, etc. While testimonials can be included in a catalog, I advise that this feature be incorporated in a special booklet by itself. BOOKLET AND CATALOG ADVERTISING 155 L Do you know that every time you step you lift your weight (say 150 lbs.) one inch, which added up makes a lot at the end of a day? — that on a bicycle you can go farther, faster and easier in the same time ? Take the wheel from the locomotive and one-half the world's industry would die. Remove it from the car, carriage, and factory, and the wealth of the world would dwindle nine-tenths. You would hear of no Goulds, no Astors, no Van- derbilts. Wall Street would go down a tradition to future generations. Page 4 Or would you rather keep pace with the world as it rolls on, and look better, feel better, work better ; to strengthen every muscle by enjoyable exercise, in- stead of dying for the want of it ? Would you rather have a clear head, carry it high, and be able to hit hard, jump high, sleep sound, and eat well, or allow many muscles to lie dormant and wear out by rusting out ? Page 6 Are you making the most of power — of rolling motion ? Do you ride a bicycle ? Are you satisfied to move along as your grandfathers did before you ; pa- tient and plodding, so long as you get there sometime ? Page 6 And finally: If you are satisfied that the bicycle is the " noblest wheel of 'em all" — that it is the steed of the immediate future, and the one to bestow upon you what medi- cine cannot — viz. : good health — then thequestion arises, Which bicycle is best? There's always a best in everything, always one object that shines more brightly than the rest. So it is with bicycles. The one which will run easier and wear longer than others is the one for you. It is called VICTOR, a synonym of the word "best." You can get a catalog for the asking. Page ^ Next, the booklet, which is preferable where the advertiser sells but one product and has little use for the mere technical catalog. A booklet should be written in a conversational vein, and every vital feature calls for first class illustrations. Try to interest the reader so that the entire booklet, including description, will be read and digested. 156 POWELL'S PRACTICAL ADVERTISER. How New York City Real Estate Makes Millionaires A MAN with a good business reputation, in fair circumstances, can borrow money at 8 percent, to lo per cent., especially on good endorsed notes as collateral. On good real estate security down comes the rate a half. Real Estate Astonishing, isn't it, how much more dirt is Secures Loans at valued than a good name ? Lo%vest D J- ^ ». r -1 But dirt can t rail or run away Rates. Bank men know where to find it day or night, hence their willingness to loan at low rates on a sure thing. From this we learn a lesson that never should be forgotten when we are considering the invest- ment of our surplus cash. Now if real estate offers absolute security to the investor, he ought to be satisfied to pay something for it by accepting smaller earnings. But he doesn't have to — it he buys wisely — because the rise in values, through improvements and growth in population, is sure to exceed earnings based on, say, 12 per cent. You have doubtless read real estate advertise- 'Vactt^ ments which harped on the great theme, " sure to double in a few years" — and you doubted. The things that convince are FACTS, and the purpose ot this booklet is to tell you a few in a way that will make you stop a minute and say to yourself: "That's so, but I never thought about it that way." To begin with, you are to be told two FACTS — the others will come later: Getting First : That the rise in real estate values de- pends upon prosperity and municipal growth ; and Second : That Greater New York, of all places on the American continent, gives the greatest added values to its realty owners. In 1626 the present Borough of Manhattan New York (the island of old New York City) was sold f-'^ by the V J J Indians in by the Indians to the Dutch East India Com- '^'^ 'of $M- pany for sixty guilders. Translated into plain English this means about $24 (a barrel of rum, more or less, which figured in deals ot those days, is of no importance). The phlegmatic, slow-going Dutchmen doubt- less chuckled over the way they euchred their red brothers ; but, after all, the laugh was on the other side, for Manhattan in those davs was destitute of civilization, and corner lots were not in brisk demand, because hidden by trees and bogs, and because there was an absence of de- sire to utilize them. And, moreover, the Indians could readilv ap- propriate new lands, so the $24 they received was so much clear gain. Right here it is well to fasten on our minds the concrete principle — that the value of real estate depends on the desire of men to own it, ana needs make the desire. If the population increases rapidly the prices Increased , , , ,' J Population go up proportionately, and trie settled parts are always wanted in preference to locations on the outskirts. More than that, the building of houses tends to increase the value ot the vacant lots in the vicinity of those improvements. This is the basic Means increased Land Values. Paee 1 Page a Booklets may be divided into two classes — the regular descriptive booklet that takes the place of the catalog, and the special feature booklet that is devoted wholly to testimonials; or to scenes in many lands where a camera has proved its worth ; or to sky scraper views showing famous hives of industry where a certain typewriter is largely used; or to illustrations of the trains of leading railroads whose dining cars serve a certain coffee, etc. A word about the testimonial booklet. Too many advertisers fail to realize that a hundred testimonials packed in solidly, without display head or illustration, are pretty sure to make an early acquaintance with the waste basket. One of the best efforts of this sort was the booklet issued by a National Magazine, entitled " Ten Minutes with Ten People." The cover design, I'^i x 4'4 in., was printed on a rough army blue cover 4 x 7'^, leaving an inch margin above and a two-inch margin below. The illustration showed ten o'clock on the clock dial, with a female figure point- ing to 10:10. The first inside page was blank save for a single-line company imprint at the top ; the second page had a half-tone of President Roosevelt with his four-line testimonial; the third page had a i ^ x 1 ^ in. half-tone of the editor at the extreme lower right hand corner, with blank BOOKLET AND CATALOG ADVERTISING. 157 Henry fact of the Henrv George theory, and whether George , ', _ _ ' Theory, one agrees with him or not, it is an axiom that "the unearned increment" or great increase of values caused by other people's improvements in a neighborhood, are sources of enormous profits to land owners without corresponding efforts on their part. Whether right or wrong for a man to buy land and profit by the efforts of his building neigh- bors, vet the law to-day permits this, and the question to decide is merely, " Do you wish to profit by it ? " From the day the second street in New York was opened the same feeling existed as exists to- day — the desire to be in the settled part. It takes wise men (and they have multiplied rapidly) to grasp time by the forelock and invest when most folks hesitate. Many men, too, have been simply forced into prosperity because their early means com- pelled them to buy home sites in the new sec- Wealth tions, where land was cheap. In a few years JOHN JACOB ASTOR. FounJer of the Astor family, whnse entire for- tune was made in New Yoric realty. The ground occupied by Astor House, between Vesey and Bar- clay streets, was valued in I7ZO at Sz,ooo, Bought by Astor in four deeds, between lSoo-'j4, for Jl50,ooo. Now assessed at 5z,ooo,°coi easily worth 5t,ooo,ooo; and not for sale at any priee. Astor died worth ;?Z5,- 000,000. Often Forced on Men. these investors found their tracts worth two or three times the original investment ; and the wisest of them promptly acquired more land in still newer sections of the city, to again ex- perience the same benefits and become wealthy without a stroke of work on their part ; only j ust the exercise of a little common sense, fore- thought and patience. Most everybody will say : ■■ Why, of course, a Common New York was bound to grow ; I, too, would ^^out have invested in the early days, before prices Opportum- soared beyond me." Your reasoning seems sensible, but a hundred to one you are wrong in your conclusion. Had you been alive and grown up in the early years of the last century you would have been just as skeptical about New York's rise in values as you are, possibly, skeptical to-day. No farther back than 1803 the present New York City Hall was built on the section bounded on one side by Broadway, and running from Park Place to Chambers Street. So far north was this of the actual settlement of the city at that period that the City Fathers planned a remarkable saving. They decided to construct the building of Blindness of - .,.,,., City Fathers Stone on the east, west and south sides which in 1803. faced the settled sections, or would face them some time in the distant future. For the north side, they said, stucco or plaster was good enough, because, to their minds, there never would be any large number of buildings north of City Hall ; at least not while the hall re- mained. And the edifice was erected on these ideas, and only a few years ago was the stucco re- placed by stone on the north side, to corres- pond to the others. Glance again at the map, and taking Cham- bers Street for the first boundary line north of City Hall, follow up the solid mass of streets to Page 3 Page 4 space at left and above, which made a pleasing variation from the usual set style ; the third and fourth pages with a single display head, " The Logic of Results," were set in 10 point Old Style Roman and devoted to a brief review of the great strides made by the publication during the previous year or two. Then began the special testimonials feature, consisting of nine pages — a page to each testi- monial ; four pages from such celebrities as Bishop Potter, Helen Gould, Senator Beveridge and Ella Wheeler Wilcox, who testified for the literary quality of the magazine, and these were followed with five testimonials from well known advertisers who had found the publication a wonderful business puller. The two last pages were blank. Impress upon your mind a 16-page booklet printed in the most elaborate manner on the finest coated book paper, with heavy cover, two-color printing throughout, and with only nine testimonials. Quite a shock to the average advertiser who would have had a bad turn when called upon to pay the engraver and artist 1 100.00 in addi- tion to Si 24.63 for 4000 booklets, plus $25.00 or $50.00 for the services of an advertising expert. But the brevity made it possible to produce a booklet of marvelous effect. One page — with 158 POWELL'S PRACTICAL ADVERTISER. Investors the Couldn't See all Faith in Wild Land. extreme upper end of the island solidly built up and densely populated. Think what a grand reward was in store for investors of the period when City Hall was built! But the great farms ot that day to the north remained farms for years, because most people be- lieved the City Fathers, whose wisdom was called great. Then the John Jacob Astors and the Stuyvesants and the other wise ones had the gift of prophecy. They invested their surpluses in land that nobody else thought anything about — land to the north, mostly. .'\nd the City followed them at a merry pace. By the time a new section had been covered with buildings, THEN timid investors woke up — only to find prices up. The trouble fifty or a hundred years ago was the same trouble that afflicts men now, and it is this : most people cannot see the marching line of the building brigade. Here's one example of wisdom : Years ago, when that great stretch of land known as Central Park was a barren, rocky waste, and miles from the city proper, an uncle of the writer's, Mr. James Phalen, invested several thousand in it — and waited. It wasn't so very long he had to wait, either. The upward march of the city showed that JAMES PHALEN. Owned immense land tracts in New York be- tween l8jo and *50, and died in Paris in l8S8 worth about $lo,ooo,cco. Made over a million dol- lars alone in wild land which he sold the City to convert into Central Park, some day the whole of Manhattan Island might be built up — it wasn't really certain to most ■ , • ■ Made folk. At any rate, the public deemed it wise $1,000,000 to provide before too late a public park for Bo'ght'for the multitudes, and when Mr. Phalen had Central Park, closed out to the city he was richer by a million or more. While we are lingering on the memories of Union Square, it may be well to note that when union Mr. William C. Demorest, President of Realty f,''"^"''. ' Memories. Trust, one of the largest realty companies in New York, was a boy he lived on Fourteenth Street, which was then a street of fine resi- dences. There his father, the late W. Jennings Demorest, noted throughout the country as pub- lisher of Demorest' s Magazine, finally erected a store and office building, thereby bringing down upon his devoted head the angry feelings of his neighbors. Yet a few years later hardly a dwelling house remained. The demand for business buildings „ ° Business kept pushing farther and farther to the north- Buildings ward, just as the pioneer home seekers in the years back had encroached on the original do- mains of mother earth. Even no longer back than the time when Mr. Demorest, Senior, was a boy himself, he lived in what was then the residential part of the city about Canal Street, and made frequent excursions " into the coun- try," to shoot yellow birds, in what later became Union Square. And all these happenings almost within the memory of the present generation ! If the story of New York City's growth is long, yet it is interesting, and every breath that Page 5 Page O Bishop Potter's testimonial — will show the plan. In the upper left hand — being on the outer side of an even-numbered page — was a i^^s-inch oval half-tone of the Bishop, with his full name in three short display lines in 12 point, within three-quarters of an Inch at right of portrait. Then came the five-line commendation of only twenty-one words, set in two-inch measure, which left a half-inch white margin at each side and about twice as much space above and below. In the lower left hand was a half-tone of a cathedral, which represents the Bishop's vocation. Directly adjoin- ing at the right in i^-inch measure were seven lines of comment by the publishers in 6 point Old Style Roman. On the odd pages the illustrations were reversed, and in each instance a representation ot busi- ness was provided. The testimonials varied from two to a dozen lines, and they left or filled the blank space in the center accordingly. Now here was a booklet that anyone could read in ten minutes, and yet so catchy and artistic that not one in a hundred would think of throwing it away the moment it was opened. Ot course, treatment of this sort necessitates good testimonials from representative people. Photograph on BOOKLET AND CATALOG ADVERTISING. 159 PETER COOPER. Known to history as the great philanthropist, and died worth millions. Among his prominent holdings was the ground occupied by Cooper Union at 8th Street and Third Avenue, which he bought in 1850 for $25,- 000 — seventeen lots. In 1901, value over 51,000,- 000. A Big Jump in Values. recites it must recount the piling up of gold and fortune, gained through the giant strides of civilization and the enormous doubling of population every few years. You have, doubtless, heard of the old jibes directed against the " Harlemite " who lived "in the country" fifteen or twenty years ago, where property was cheap, just as it is cheap some- where else now — in sections of the Boroughs of Kings, Queens and Richmond (all Greater New York), for instance. Where I32d Street marks the map, a farm of 125 acres was cut up into building lots and sold for a few hundred dol- lars each. To-day this same part of the Harlem end of Man- hattan tells another story — $20,000 apiece for the ordi- nary lots, and from $60,000 up to $180,000 for the more favored locations. And all in the present generation, too ; re- member that ! To do faint justice to New York's marvelous growth, and the natural accumulation of the millions and millions of dollars of profits as a natural sequence, would require years of one man's time. Every foot of ground from the Battery, where the Indians left their footprints, when they sold the island for less than the price of a decent suit Fortunes are Made by Buying Cheap. Land that Can't be Had of clothes, has been plastered over and over again with fabulous profits gained by — "BUYING CHEAP." To-day, Manhattan is completely built up, properly speaking. What's left can only be utilized by millionaires with unlimited means for indulging in palatial luxury. The tax sheets reveal nothing of the real value, for scores of realty holdings right in the business sections of New York are beyond man's ability to buy. Many of the big stores you are familiar with as landmarks of the great city are merely standing on rented ground. Do you realize what this means } It means that the owners value the land at prices beyond ordinary conception, and that as a result they are unwilling to name figures, or, for Love or Money, in tact, sell at all. But they are willing to lease the ground for, say, ninety-nine years and let business men erect at their own expense million- dollar buildings to do business in. The old A. T. Stewart store, occupying a block square on Broadway, Fourth Avenue, Ninth and Tenth streets — now used by John Wanamaker — stands on leased ground. It is owned by the Sailors' Snug Harbor, a benevo- lent association, whose home occupies a large sec- tion of Staten Island and has an enormous income, all supported by the leasing of its New York City real estate. A large part of the great income of Columbia College, and other similar institu- tions, is derived fi'om the same source — ground rents. As a matter of fact the rentals referred to are so enormous that thev more than provide for Page 7 Page 8 your brain this fact : it isn't commonplace quantity, but orignal brevity that counts in the special booklet. The Primer occupies a peculiar place in advertising literature. Originally it was intended to give an elementary education on the merits or uses of a given product. For example, the manu- facturers of oil want to show uses for the several grades. Ordinary hot air text that merely harps on the general superiority of the product is out of place in the primer, for this isn't educational. But a primer on locomotive oil, another on stationary engine oil, etc., brings before each class that which specially appeals to it. Again, a primer which shows that it isn't the price per gallon but rather the saving in unnecessary friction, that makes an oil cheapest, followed by a chatty recital of tests, cannot fail in its mission. Within the past few years, however, the diminutive little primer has been employed simply to harangue recipients, and being almost wholly devoid of any educational or thought-stimulative qualities, it failed to be worth its postage, which accounts for its going out of fashion. But when properly written and illustrated, the primer is a splendid investment. 160 POWELL'S PRACTICAL ADVERTISER. PETER STUYVE- SANT. Colonial Governor of New York, and quite a *' scold " when occasion required. In 1707 bought land of his father in 17th Ward — nine blocks — for ** 10 shillings and natural love." Peter's grand- father paid Si^$oo in 1698 for 100 acres, tiom which the nine blocks were taken. Property to-day worth Jz8,ooo,oc». The Stuyvesant family owns millions in realty. The Astor Family Never Sells. needs — e.\cept the need of accumulation. Nobody ever gets enough of that. Everybody has associated the familiar name of Astor with New York as its wealthiest citizen. Since the days of John Jacob Astor, the elder, the family has multiplied, and is to-day repre- sented chiefly by William Wal- dorf and John Jacob Astor. No less an authority than Henry Clews, the celebrated banker, has estimated the present wealth of the two Astor branches at $275,000,000 — all made by real estate investment. The New Tori World says : ** Four generations of Astors have had a fixed policy — *An Astor sells no land.' John Jacob Astor, the first, bought a lot on the Bowery, near Elizabeth Street, for ^25 j twenty years later he had ^250,000 in realty, and this represents the source of all the money that all the Astors have made. As the profits from ground rents have grown they have been invested in more Manhattan real estate, and year by year the Astor fortune has steadily grown at a rate of 19 per cent, per annum." Mr. Clews estimates that sixty years hence this vast family property will easily be worth the colossal sum of 1^2,933,000,000 — nearly three billion dollars. Verily, the legend of Monte Cristo will be eclipsed and forgotten. But the Astors are not the only ones who have profited by opportunities open to all men in varying degrees. At least twenty New York estates, worth from ^(5, 000, 000 to $100,000,- 000 each, have grown up in exactly the same manner upon the natural increase of land values. Take one more example, the Pell estate : Mr. Pell originally bought the corner of 34th Street and Broadway, in 1855, for only $10,- 000. A little corner chunk was cut off a few years ago for widening the street, and the city willingly paid $50,000 for it. The balance, which was closed out the other dav, brought $375,000. For years the ground had been rented at very high rents, a condition which is seldom disturbed except when heirs want to settle up. Thus you see New York land values have soared beyond the wildest dreams of the opti- mist of fifty years ago, and they are soaring yet, and will continue to soar long after the genera- tion of to-day is numbered with things past. Even with the present high prices for property in the congested business localities of New York the limit there has been not nearly reached. Land in London's financial and business centers sells for pounds while New York gets only shillings per square foot. And New York is growing faster in proportion to London. ' Another FACT presents itself: The day for the shrewd operator beginning with small capital to amass a fortune in the purchase and sale of real estate on Manhattan Island has passed. No doubt about that. Manhattan Island is now open only to syndicates and millionaires, who command large sums ot ready money. A Study in Accumu- lation Through Natural Laws. From $10,000 to $425,000 in Forty-six Years. Ne^v York Leads London. Fage 9 Page 10 The "Power of Wheels," herewith reproduced in full, shows what can be accomplished. Practically all the wheel publications, especially Sporting Life, declared it was the greatest piece of wheel literature ever issued. This was more of a mid-summer inspiration with me than anything else, for I conceived the thing on a particularly sleepy afternoon in June and had it ready for the printer in about twenty minutes. It doesn't pay to let an idea getaway — nail it on the spot. The first edition of 50,000, without illustrations, melted away in the agents' hands like snow at the Equator. I then had illustrations made, and in the enlarged form about 200,000 more found new friends. 12 point is about the proper size type for text, and over 16 pages should be avoided. If a subject seems to require more pages, it is probable that it ought to be divided into two or more distinct primers, each being a specific chat on one feature. Almost every special feature of manufacture furnishes material for an effective primer. The object in reproducing the booklet " New York 1 626-1 901 " was to show how one of the dryest subjects can be made interesting. The original illustrations were half-tones, but it is only possible to here show line drawings, which do not affect the study value. I wrote the booklet for BOOKLET AND CATALOG ADVERTISING. 161 Jn the past tew months about twenty of such syndicates have formed companies to invest in New York reahy with a capitali- zation of nearly fifty millions of dollars. So the small operator has been pushed beyond the East River, and he must now look elsewhere in Greater New York for better inducements even than fell to the early Manhattan buvers. Brooklyn is the first natural outlet for congested New York, and it is actually much nearer Manhattan than the northerly parts of the island. Years ago this proximity be- came responsible for the build- ing up of the city, which lias grown and prospered year by year. When the original Brook. yn Bridge was completed, in 1880, the population gained enor.ious- ly — doubled in ten years, and propert" "'uad- rupled in value. Fulton Street, the main rusi- Original ness thoroughfare, skirted wheat and corn fields Brooklyn i i r rT--i i, . Bridge '^^s than torty years ago. The small tract of L^nd'^Vafuet '^"'^ ^' ^"''°" ^^'^ ^"""^ "'■«<='^' ^^"'"^h brought in g.^0,000, could not be had to-day at ;g 200,000. Ten Years, a 1 t^ 1 ^ ... A lot 25 X 100, at 440 Fulton Street, sold m 1876 for $25,000 ; two years ago it found a quick buyer at g 130,000. These are not "picked" examples, but fair representations of actual conditions. COMMODORE VAN- DERBILT. The great railway mag- nate, wtio died wcnth nearly a hundred mil- lions, had many valuable tracts. The plots on Beekman and Nassau streets, occupied by Van- derbilt Building, sold in three parcels, between 1785 and 1817, for $12,000; to-day worth ;f2,400,ooo. Page 11 "If this is true, what about the property A Few Examples. next door ? you may ask. The plot No. 438 Fulton Street sold for ;j22,5oo a few years back, and to-day, with a small three-story store on it, the annual rental is ^10,000. Almost 50 per cent, on the original investment, and the owner would be foolish to part with it for $1 25,000. As a matter of fact, some of the best known men are the heaviest owners of Brooklyn realty, which is to-day the real magnet among operators. The fact that the new bridges and tunnels -what New are leading to Brooklyn and Queens is the chief r'^^ncis^"^ reason, for this new rapid transit is bound to '^'" ^°- cover Long Island with thousands of new homes yearly, until not a foot of ground is left. Yes, all eyes are on Brooklyn, which has in- creased in population 670,000 in a bare twenty years. Now, instead of o/ie inadequate bridge, we are shortly to have four, and two, possibly three, tunnels. Can you conceive what the effect will be when all these bridges and tunnels are ready and ^'Videspread in running order .' And what helps Brooklyn also Benefits. helps the Boroughs of Kings and Queens, and, in fact, all of Long Island within fifty miles. Transit revolution is to be the father of count- less fortunes. Brooklyn now has few corn fields on its out- skirts, and they will soon be obliterated by buildings and pavements, and then the push will be beyond. What a great thing it would be if everybody's foresight was as good as their hindsight .' May Page 12 a large real estate company that didn't want its name mentioned. The idea was to use it as the talk of an expert, but I deprecate this, since there is just as much interest in a good thing, no matter who prepares it. Any advertiser smart enough to get up interesting business literature will not lose by telling something to his advantage in connection. Note the side heads adjoining the text and it will show the value of sequence, beginning with the importance of real estate in securing lowest-rate loans, and followed with a reference to the original sale of Manhattan Island and about twenty-three other considerations of interest to investors. The student should hunt them out and digest each one separately, then study the connections. Follow-up Requirements. Mail order advertisers and others who depend on mailing booklets and other business litera- ture for some time, or until they succeed in eliciting replies, should carefully consider the whole system— before the first effort is even prepared. The question has often been asked if the advertiser should incorporate in one large catalogue 162 POWELL'S PRACTICAL ADVERTISER. be, though, nobody would be working, so Nature is probably W'ise in decreeing that some shall work for others and remain blind ; while others may enjoy the fruits of native shrewdness — and "SEE." Hundreds of merchants can be picked out at random all over the country who are forever thinking that some place they don't live in is the greatest on earth for making money. These men don't analyze causes, and the only thing that will make them see an error is the experi- ence of running buck up against it. In short, they can't seem to reason. Here we are to-day with new and improved conditions regard- ing New York real estate, and this is the way scores of business men will reason : " Oh, yes, lots are cheap in the outskirts of Brooklyn, Flushing or Staten Island, or else- where, but they will not enhance much in value in my time." And it is the mistake of their lives — depend upon it. Five Facts Here are five good, solid facts that a man for the ° ' Footboard, with a few dollars to invest should paste up at the foot of his bed, that he may see them each morning until he acts (scientists say our heads are clearer mornings): Fact I . The population of Greater New York is increasing at the rate of 50,000 a year. JAMES LENOX. The land occupied by the great Lenox Library on Fifth Avenue, between 71st and 7Zd streets, was taken by Mr. Lenox, in 1811, for a debt of 5400. These lots arc to-day worth Jtl,aoo,ooo. One of the new Sub- ways being built by the City and the Pennsylva- nia Railroad. — faster than any other city in the world Fact 2. By far the heaviest increase is no v in the Boroughs of Kings (which includes Brooklyn) and Queens. Fact 3. Brooklyn has only about 5,000 acres of land left for available building, and, as about 1 ,000 acres a year are now being used up to furnish 5,000 new families with homes, it fol- lows that in five years at most the early land speculator will be obliged to seek pastures new. Fact 4. The Borough of Queens is fast filling up to ac- commodate the influx to New York's business centers. Prop- erty here is bound to be a gold mine. It has been already, to a great extent. O"'*" S-°°° ° _ Acres of Fact 5. Staten Island, Borough of Rich- Land in , . 1 • • i_ . Brool'lyn mond, has great thmgs m store; but even at Left for the extra low prices there now it will be some ^ "^ p'."|' little time before the millennium is reached — Years wm Exhaust It. though not so many years hence, either, con- sidering the staggering increase in the population of the Greater City. Another question is pertinent, when you have digested the previous ones, and it is this : If New York's population has grown from 60,- 489 souls in I 800 to nearly 4,000,000 in 1 90 1 , what will the figures be even fifty years hence? The most thoughtful answer may be the wildest guess, and the present generation always makes fun of the last one. Page 13 Page 14 or prospectus practically everything to be presented, or whether a series of booklets should be employed, thus supplying the information on the installment plan. The answer depends upon circumstances and conditions. Where a concern like Sears, Roebuck & Co. deals in a complete line of goods embracing almost everything, undoubtedly a large standard catalog is an absolute necessity, but even this large house finds it advisable to issue supplementary catalogs on specific lines, such as sewing machines, household remedies, etc. The main catalog of course is fairly complete on everything, but it is generally impossible here to go into the extended detail that properly finds place in the special catalog. Where an advertiser has but one or two articles to sell, then the question arises as to the advisability of one catalog or booklet, or several. In other words, is it best to print say a 64-page work or one only half the size, followed by perhaps two 16-page booklets? One thing is to be said In favor of the single large effort — it has a great big look that often impresses the recipient. On the other hand, it is possible to thus produce a heaviness which may, and frequently does, militate against a careful reading, especially where but one thing is treated. BOOKLET AND CATALOG ADVERTISING. 1G3 Quicklv scan the increases of the past century by decades — perhaps we will get some courage and something to work on : ^ 1800, 60,489 ; 1810 ; 96,- 373 ; 1820, 123,706 ; 1830, 202,589; 1840, 312,710; 1850; 515,547 ; i»6o, 813,- 669; 1870, 942,292; 1880, 1,206,299 ; '890. i.5'5'3°'. and when Greater New York was formed in 1900, the popu- lations of the boroughs added to Manhattan's gain for the pre- vious ten years, swelled the grand total to over 3,000,000, while to-day it is perilously near the 4,000,000 mark. Shall we say a population of 10,000,000 in 1950? Remember that the present attainments have been reached without the wonderful improve- New York's ments in transportation facilities with which we are Population now being blessed, and which have hardly begun. Horse and cable street cars are replaced with electricity, which motive power will supersede steam, both on surface and L roads ; and instead of slow, snail-like travel we shall go whizzing through our tunnels and our subways and over distant fields at a pace that whittles away time a half — that takes five miles from ten. Five years hence will all but do this, when all parts of New York and near-by Jersey will touch elbows by minutes — five and ten mile circles will have no meaning. AMOS R. END. Among Mr. Eno's large realty hoKiings was part of the "Flaliron" plot at lid Street and Fifth Avenue, bought in 1853 for$j5,cooj balance secured by others for$j2,ooo. Whole tract brought fl ,6oo,oooin igoo. A " sky scraper " is being erected, the end facing zjd Street, measuring only two feet in width. will be Ten Millions in Fifty Years. Coming Speed. And as every new spike is driven for greater civilization we shall see New York realty go bounding skyward, never to come down. Out and beyond the present range of vision new tracts will be opened on the skirts of the old, and the sto- ries of fortunes gained will con- continue to multiply. Another question for you to ask : " What other evidence — FACTS — can be suggested to convince me that the out- lying districts, now for sale cheap, are likely to rise much higher in the near future ? ' ' And the answer is : Property which was much lower a few years ago, which has steadily been on the move ever since, cannot stand still now that the Greater City is on the threshold of the wide- open door to increased prosperity and increased rapid transit. Read more signs : In I 892, lots in that section of Brooklyn known as West Brooklyn sold for $250 apiece ; they are in greater demand to-day at ^800. In 1892, lots at Louona Park, Corona, brought $90 ; to-day they will cost you J400. A fine example of a real new section going beg- ging to a few shrewd investors. Result : double the profits over the older Brooklyn section. HERALD BUILDING. The New York Herald Building. owned by James Gordon Bennctl, stands on leased ground at J4th Street and Broadway — Herald Square. Bougiit in 1791 for 5400; resold in 184; for less than ;f lo.oco, and now owned by Amer- man Estate. Value, gi,- 450,000. Go by the Signs. Page 15 Page 16 Again, if all the powder is put into a single charge, there is nothing left for the follow up, and it is seldom good policy to continue mailing circular letters with no interesting literature to accom- pany them. Probably the ideal plan is to follow up with good booklets that supplement the original literature. The world is rapidly growing to an appreciation of things specific, and a series of booklets afford abundant opportunity for several cover designs instead of one. This refers to the possibili- ties of a single product. Of course where a refrigerator manufacturer has a number of lines such as specially built boxes for hotels, cold storage for large produce dealers, etc., in addition to thj ready made family product, then it would be folly to mail a large catalog containing a preponder- ance of matter that could not interest the average reader. The general catalog should devote a page or two to the special products, not forgetting to mention that those interested can secure special catalogs on request. As variety is becoming more and more a factor in advertising it will pay to study effects where the mail system is employed. For example, an advertiser will find a 24-page catalog on mattresses, Ifi4 POWELL'S PRACTICAL ADVERTISER. In 1894, lots at Ingleside, Flushing, brought Even Jersey .,,./' j Feels $200 apiece when this nne tract was opened the Impulse. ^p f^^ building ; scarce to-day at S500. Lots at Tottenville, Staten Island, which sold slowly a few vears ago at §90 each, are easily sold to-day at $250 to S3 00. Or take Jersey, say, at Ave- nel ; lots have felt the effects of close proximity to New York, and, as a consequence, the ^50 plots of a few years back are now commanding $850 each. Makes realty transactions right in Greater New York seem about as sure as sunrise and taxes. As a matter of fact, one can almost choose locations blind- folded, though, of course, quick- er profits will be gained by studying the signs. Look about, consult the maps, and see where the new bridges are going, where the network of new electric lines are reaching, where the tun- nels will land you — then hesitate, if you want to lose quick profits. And while thinking about these matters, re- Think of " This, member that the almost stupendous sum total of $90,000,000 is now being spent for improve- ments by the City of New York and the Penn- sylvania Railroad Company (the latter having acquired the Long Island Road, simply for the purpose of improved transportation), to enable EUGENE KELLY. In iS79-'8l he bought the plots on Beekman Street, where Temple Court stands, for $285,000, To.da\ worth $1,500,000. Acquired, !.■'. 1764-'9I, by the Mercantile Library for $19,000. OLD BROOKLYN BRIDGE. Erected in 1880, which doubled Brooklyn's pop- ulation in 10 years and quadrupled property val- us all to do business in the heart of Manhattan, iy*"" Twelve and when the day's labor is over to skip home, YearsEarncd five or ten miles distant, in a twinkling. This is no dream, but, in- stead, the well-matured plans of wise men, who see the immedi- ate needs of the future. The work is going on. When we recall a short twelve years, to the period when the old Martense farm in Brooklyn was first cut up and offered to the public at a price per acre which is less than small 20 x 100 lots now command, we must admit that something is responsible for the result. And that "something" is the constant development of the greatest municipal empire on earth — the empire that controls America, and will soon domi- nate the finances of every country on earth, as it is doing already to a great extent. That empire is Greater New York — the The City paradise of the man who wants to make one '!]* „ "'.^^^ r the Earth. dollar earn two in the safest and quickest way — in suburban real estate. One of the three new Brooklyn Bridges, now Hearing completion. Page 17 I'age 18 with perhaps the addition of a leaflet or two showing some late testimonials, etc., a good starter in connection with the first letter. A month later perhaps when the second letter goes out, an 8-page booklet of unique design, and smaller than the first, will do good work, while a 4-page leaflet printed in the best style, and also containing additional facts, will make a good consort to a third letter. This is a mere hint, and is to open for consideration the efiicacy of continued effort. I have noticed a tendency among certain advertisers to follow this plan of serial booklets, but in many instances they have adhered to a set style, instead of departing from it as they should. Right here is a good place to say that the old-fogy idea of adopting one central idea and never deviating from it is unworthy of the present age, when applied to business literature. A trade mark is a different proposition, but even this useful adjunct may be overdone, especially where it is plastered on everything. There is no possible advantage in having a " sameness," with the idea that every time a 4 x 5 yellow-covered booklet falls into a person's hands the value will be enhanced because some quickly seen peculiarity of design, type or trade mark suggests Brown's Pianos or Smith's Furniture. Variety in size, shape, color and design is far better. Mediums— Their Use and Rates Old experienced advertisers need little or no advice as to the selection of newspapers, maga- zines, etc., since they have passed the preliminary stages and make this feature a constant study in adding new and weeding out old publications. The mail order advertiser with keyed ads. cannot be fooled very long, no matter how great may be the claims of publishers and solicitors. If good copy fails to pull in a given medium, it is evidence enough for discontinuance, especially if the same ads. pay in similar other mediums. But new advertisers, especially those who have no recourse to keyed ads., must study the situation carefully, endeavor to start right and continue to exercise vigilance. At the start every novice in advertising should bear in mind that careful experimentation is necessary, because no matter how successful others in the same line may be, it by no means follows that the newcomer can take the same amount of space in the same way and accomplish identical results. Oftentimes, the particular advertising a certain concern is doing would be wasteful extrava- gance on the part of the new advertiser. Again, the latter may need to spend far greater sums in a given publication than would be profitable for the old timer. It all depends on the circum- stances, and aside from following a few well known general rules already discussed, careful, yet persistent, experimentation is necessary. By having a more or less definite working plan, subject to correction and amendment, and faithfully sticking to the proposition until the experimental campaign has proven itself, possible failure will be minimized and success made probable. Local Papers. Begin local campaigns with one or two mediums — dailies if there are any. One unusually large ad. once or twice a week during the first month, with the regular size run between, will wake up interest, and good copy thereafter will retain it. If the store is large enough to warrant a six-mch space daily, one paper only may be selected — the leader. This will show results within two or three months, and often sooner, depending on attractiveness of offerings, copy and the pulling qualities of the paper. Weekly papers generally return better results by the use of large space. The advertiser who can profitably use six inches space in the daily should take at least twice as much in the weekly- A certain class of local advertisers, such as insurance agents, painters and decorators, etc., having no merchandise for sale, cannot use much space, and the brief chatty ad. of two or three inches e. o. d. in the daily, and same space in the weekly will be sufficient. The real estate dealer ought to use as much space as a merchant, each property being assigned a small section, with illustrations when possible. Don't forget to work up to the limit, for the ability to use i,ooo inches in a year means the lowest possible rates. Many dailies of 6,000 circulation will sell bulk space at only loc. to 15c. per inch. A safe general rule for any new advertiser is to set aside say 10 per cent, of last year's profits for the next twelve months' advertising. Look upon it as an investment pure and simple, and don't EXPECT more than you would from the same amount invested in other ventures. I500.00 a year in a savings bank returns only from :^ 15.00 to $20.00 a year interest. Invest this in good advertising, back it up with good goods and business attention, and 100 per cent, is not impossible. Of course there must be a field. If the dealer monopolizes all the local trade in his line, or is located in a small village, then little or no advertising is necessary, but in every live centre, where competition and growing population combine to make it worth the while to reach out for more trade, here the snappy business man has everything to gain by the proper use of local papers. 165 166 POWELL'S PRACTICAL ADVERTISER. The small town dealer should occasionally employ neatly printed circulars for mailing to a list of home owners living in adjoining towns. In this way a drive on some special things will be pretty sure to bring people into the store and send them away with arms full. Advertising is a specific cure for business stagnation and dry rot. I am frequently asked how the local advertiser can tell whether a certain paper pays, since there is no opportunity to key ads. Try bargains in one paper only and the special prices and sales will settle the question. Keep a sharp eye on papers, and where one gives evidence of deteriorating, a test as suggested will determine worth. Use the leaders liberally and don't be hypnotized into cutting up an appropriation so that each paper good and bad gets about the same. National Publications. Before quoting advertising rates asked by magazines and National mediums, I want to say a word about spreading from the local to the National field. Medical houses find 95 per cent, of their sales come through local dailies, and consequently they use little space in mediums of general circulation. Food products and other specialties that any live dealer can sell to some extent without advertising often get best results from magazines, etc. The latter are particularly good for retaining an established business. Probably the first good results of the magazine are due to the sole effect on the dealer, who is impressed with attractive advertisements. Magazine work, however, is slow on most staples, whereas, the live local daily can make a reputation in a week or month, because of the quick touch with everybody in town plus large space possibilities. Both classes of mediums are therefore good, and their adaptability should be considered under various conditions. Advertising Rates of Leading National Publications. Students and others who are studying advertising cost can procure rate cards by addressing a request to the publications. For this purpose a good Newspaper Directory will be found invalu- able, giving circulation, population, location, distance from large nearby cities, etc. The American Newspaper Directory, published by Geo. P. Rowell & Co., 10 Spruce St., New York, and Ayer's Directory, published by N. W. Ayer & Son, 300 Chestnut St., Philadel- phia, are both good works, the former being considered standard. As rates are subject to change at any time, no particular good can result from a lengthy table of rates in this book, but I give herewith enough to enable the reader to judge something of the cost of National publications. Years ago a basis of half-a-cent-a-line per 1000 circulation was considered cheap, but with an increasing number of magazines at a reduction of publication expense, this ratio is now far from standard. Large Metropolitan dailies. National in scope, like the New York American & Journal, often sell space for as little as 2V of a cent per line per 1000 circulation, but of course a monthly magazine cannot meet this rate, nor can many dailies. It is not unusual, however, for a magazine when piling up a large increased circulation, to give a rate as low as one-fifth of a cent per line per 1000 circulation, or 50 cents per page per 1000. Rates of a few well known magazines : Ainslee's Magazine.. Argosy Book-Keeper Century Magazine. . . Cosmopolitan Everybody's Magazine. Good Housekeeping . Harper's Magazine . . Yorlc Detroit . . . , New Yotk , Springfield, Mass. New York Circulation Page Rate Line Rate 265,000 S250.OO i!i.25 400,000 250.00 2.00 100,000 120.00 .70 150,000 250.00 1-75 315,000 448,00 2.00 950,000 800.00 1.80 200,000 200.00 1.25 150,000 250.00 1.50 Leslie's Monthly. . . . McClure's Magazine. Munsey's Magazine . Pearson's Magazine. . Physical Culture. . . . Popular Magazine. . . Review of Reviews . . Success Circulation Page Rate Line Rate New York , 300,000 375,000 644,000 255,000 160,000 200,000 160,000 325,000 S280.00 416.00 500.00 225.00 160.00 I ;o.oo 200.00 800.00 Si. 40 2.00 3 00 1.25 1. 00 .70 1.25 2.00 The rates of leading National weeklies and monthlies are as follows : Saturday Evening Post, Philadelphia, 700,000, $3 per line ; Ladies' Home Journal, Philadelphia, 1,000,000, $6 per line ; Woman's Home Companion, Springfield, O., 450,000, $2 per line ; Collier's Weekly, New York, 500,000, ^2.25 per line ; Leslie's Weekly, New York, 100,000, 50c. per line ; Puck, New York, 55,000, |i per line. Drawings and En^ravin^s Effect of Illustrations, Photographs and Styles of Drawings, Pencil Sketches, En^ravin^s, Electro- types and Stereotypes, and Their Cost : : : : The importance of illustrations in advertising has been sufficiently impressed throughout this book, and as a parting admonition I merely wish to urge advertisers to be liberal in this respect, and not attempt a saving simply because drawings and engravings are " so much extra. " I have known able business men to pay 25 per cent, extra for a preferred position in a publi- cation and then become frightened at the prospect of only 10 per cent, additional for an illustration that would double the pulling power of the advertisement itself. It is only necessary to appreciate the wonderful effect of pictures and cartoons in general to get a fair idea as to the power of the properly illustrated ad. Pictures have driven thieves from power and disrupted political parties. Pictures have educated ignorant people and turned bad men mto righteous paths. Pictures have moulded public opinion and created sentiment, where mere words would have utterly failed, and all because they are able to tell the story at a glance, and photograph it on the brain. All this, however, relates to pictures that epitomize the subject and are pertinent to it. Applied to advertising, the pat illustration wields great power, but unfortunately, a large proporton of advertisers have not yet learned that the illustration that illustrates neither point nor product is worse than nothing, and wholly unfit for publicity purposes. It therefore behooves the advertiser to use original illustrations that will attract and emphasize the text matter, and to persist in them, not only in his periodical advertisements, but also in book- let, circular and leaflet matter. I say original illustrations, because every business is important enough to warrant it, and because the adoption of stock cuts that are peddled over the country and used by hundreds means staleness and crudeness. It is generally impossible to get ready-made illustrations to fit. With these facts impressed, the next thing is some knowledge as to the methods employed in producing illustrations. A Drawing or Photograph the First Necessity. Before an engraving can be made it is necessary to have a drawing or photo that can be photographed directly on the plate to be engraved. This applies to the modern photo engraving process, which has almost wholly superseded the older wood cut, and therefore the latter need not be considered at this time. Pen and Ink Drawings for Zinc Etchings are made by the artist in many styles, such as the Outline as per Specimens No. 20, 21, 31, 32, etc., the Shade as in No. 9, 30, etc., the Sil- houette in No. 6, and so on. There are also many other styles of pen and ink drawings, including Spatter, Crayon, etc., while still another effect is produced by drawing the design on Ross paper. The latter is specially manufactured cardboard with fine lines in many different patterns, which show a figured or shaded background instead of the usual white ground as when drawn on ordinary white cardboard. The Ross paper effect often resembles the fine mesh background of the Half-Tone plate, as may be noted in the frontispiece portrait design surrounding the oval portrait in this book. The fine horizontal lines have a similar appearance to the perpendicular ones shown around the head 167 168 POWELL'S PRACTICAL ADVERTISER. and shoulders, although the latter is not the regular half-tone effect, being specially re-engraved after the half-tone portrait plate was made. Note that the black border was drawn around and into the Ross paper, and the artist stopped off some of the Ross ground by brushing over China white, otherwise this ground effect would show close up to the border. The pen and ink drawing is the simplest form, and is necessary for making the Zinc Etching. Special pen lettering is merely pen work on a drawing. A zinc plate can not be made from a model or photograph, but first necessitates a pen drawing. Brush and Wash Drawings and Photographs are prepared for making Half-Tone plates. An ordinary photograph may be used, or it may be copied by the artist with the aid of brush and pen, and this gives a finer art effect. By aid of the brush those shades and " tones " are produced that are not unlike beautiful clouds. All photographs produce better half-tone plates when touched up by the artist, who is able to lighten deep, black shadows and tone each imperfectly left in the average photo. Machinery photos intended to show detail need this touching up, and oftentimes, where expense is not con- sidered, the finished plate is tooled out or retouched by an engraver. A brush drawing or photo cannot be used for a Zinc plate, as the latter is an open back- ground, whereas the Half-Tone has a mesh or clouded background. For a zinc job the photo or brush work must first be copied by the artist in an open pen- and ink drawing. A Half-Tone engraving may be distinguished by its background. All my portraits are of this type. By taking a powerful reading glass the fine mesh in a Half-Tone looks like net work. Fine paper admits of a fine screen for background, but daily paper stock requires a very coarse mesh. The fineness depends on the number of lines to the square inch, varying from say 70 to 170. The half-tone is hardly adapted to daily paperwork, as the mesh background generally fills up with ink, even when a coarse screen is used in making the plate. It is largely used for this class of work because it does not have to be re-drawn, as would be the case were a pen and ink sketch prepared for a zinc plate. Pencil Sketches and Cost of Drawings. Artists will first pencil out your ideas and roughly show them before applying pen or brush. This avoids errors. There is no extra charge if final drawing is ordered. Pen and Ink Drawings vary in price, according to labor involved. Specimens No. 31, 32, etc., were ^10 each; No. 25 and 37 were |8 each without wheels ; No. 38 is worth from $3 to $5. Simple drawings like No. 9 can be had at a $1, or possibly less in quantity if artist is not famous. Brush or Wash Drawings run to all figures. It is nothing uncommon to pay $100 for a fine job. An average magazine page design is about $15 to $25. Cost of En^ravin^s. Zinc Etchings vary from 5c. to 8c. per square inch, no job less than 50c. Half-Tones vary from 12c. to 25c. per square inch, no charge less than $1.50 as a rule. A combination Half-Tone and Zinc plate, if separately made and then blocked together, is charged at both rates, but in the case of my frontispiece portrait in this book, the pen and ink sketch and photo were made at one time, the charge being loc. per square inch for the former and half-tone rate for the latter. Electrotypes and Stereotypes are copies of original Zinc or Half-Tone plates. The former is now universally used save by daily papers, where the quick stereotype is necessary. An Elec- trotype of a Zinc Etching is equal to the original plate, and is cheaper, but the best results will always be obtained by using original half-tones. Most magazines ask for these instead of electrotypes. Cyclopedia of Retail and Local Advertisements w Over 1000 Selections For All Leading Lines and For Every-day Use The advertisements in this collection are for two purposes — furnishing ready-made copy for those who haven't time to think and write for themselves, and supplying material for students who are frequently called upon to prepare on short notice ads. for lines they are not familiar with. Nos. I to 1 8 show complete ads. as run for a well known New York advertiser, and while in some respects they are defective or extravagant in illustration and over-paragraphing, yet as a whole they are far superior to most other small ads. found in daily papers. For example, the illustration of No. I2 is deceptive, and might easily be taken for an ice ad. No. 15 partakes more of the juggler than of clothing, while No. 18 conveys no impression at all. The saving feature with this sort of work is open, chatty text, and as the Rogers, Peet style has come to be recognized almost at a glance, readers are not likely to be deceived with inappropriate illustrative ideas. Still, pertinent cuts would be better. Nos. 2, 3, 5 and 6 are especially suggestive in showing how unique illustrations can be made up from the goods advertised. Nos. 19 to 38 are set in small type, but the originals were complete in r2-point Old Style Roman and with illustrations. Many of the ads. in this large collection were written by my former students, while others came from daily papers in various parts of the country. In the matter of display it will be seen that my rule of something specific and directly indicative of the text has been ignored by many who have never realized the importance of it. Take No. 157 for instance : Here the display of price alone weakens the ad., since $38 may be high for some things, while low for a high-grade wagon. A couple of paragraphs and a display something like this would be better: " $38 For a High-Grade Delivery Wagon." This is likely to catch the attention of a store keeper, who might see nothing in the mere price alone. Nos. 161, 196, 378 and others are also improperly displayed, and would be more effective if made instantly clear to the casual observer. As I have said in another department, where an illustration of the goods is shown, then in- direct display can often be used. The object in setting the ads. in this department in small type was simply to concentrate and save valuable room. When used, they should of course be set the usual size and have illustra- tions when possible. The general absence of paragraphing should be remedied. A closing word about re-writing these ads. The druggist, for example, may secure inspira- tion from a shoe ad., and it is always a good plan to study the phraseology of other lines. No. 59 might read: " No one went thirsty yesterday — our soda was it on relief. We've still plenty left, and more hot days to come." Whenever particularly good text matter is noted in any ad., no matter what the line of busi- ness may be, it is a good plan to analyze it carefully. Then endeavor to apply the inspiration to your own requirements. Mere copying is not advisable if you intend to become a good ad. writer, but the key note may be employed which, added to your own efforts, will result in more and more skill as time advances. This work of incorporating the good features of other writers' text matter gives needed prac- tice, and it will not be long before ideas and expressions of your own will come easier and with more frequency, after which the individual style may be looked for as a regular thing. 169 170 No. 1 POWELL'S PRACTICAL ADVERTISER. No. 3 Every chilly gust carries down conviction that Fall over- coats are good things. Ours certainly are, good styles and good stuffs. $15 to $42. Quarter sized collars have solved the problem of getting collars that fit comfortably, without the expense of having them made to order. A quarter each or two for a quarter. Rogers, Peet & Company, New York. No. 3 The sale scarfs are on the run, but haven't all got away yet. 8000 four-in-hands to start with yesterday — the result of our taking the remnants of a busy season off the hands of a big scarf maker. Nothing less than 50 cent quality. 25 cents. Rogers, Peet & Company, New York. Our whole stock of straw hats is too big- for one bite — even when it's all marked down to $1.75; though a majority of them are $3, $3.50 and $4 grades. So even after yesterday's sell- ing there are plenty left in all sizes. $1-75. Boys' straws marked down too. $1.50. Rogers, Peet & Company, New York. No. 4 it • .'. '"V Cuts that cut down the ex- pense of starting a boy in school. Boys' shoes: 428 pairs, mostly calf and patent leather • prices ran up to $3.50. Si/.cs s!^ to 5'X, with heels ; $1.50. Sizes 8 to 2, spring heels ; $1.25". Boys' caps: 600 cloth caps, nine-tenths of which were $1 and $i.25- 25 cents. Boys' stockings: 475 dozen pairs, fast black and seamless cotton long stockings ; sizes 6 to 10. 2 pairs for 25 cents. Rogers, Peet & Company, New York. No. 5 It's easy to talk, as it's easy to walk, where you're sure 01 your ground. 10,000 negligee shirts. All of the make that has made up most of our shirt stock for years — so it's easy to vouch for their making and fit. All at least $1.50 quality, with a considerable proportion of $2 shirts; and the few dozen $2.50 patterns left from a very busy season. 85 cents. Rogers, Peet & Company, New York. No. 6 Everything man and boy needs for wear over Sunday or any day — And a suit case to carry the needfuls, $5. Open all day to-day to suit every case. Rogers, Peet & Company, New York. CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 171 No, 7 No. 9 No. 11 Lucky men ! 7000 handkerchiefs — the sort we're glad to get from our im- porters once in a while because they're always so warmly wel- comed by men looking for extra values. Same linen that makes our regular 25c. hajidkerchiefs — both imported in the piece and hemmed here — saving duty, and not fully laundered. 2 for 25 cents. 3600 pairs of suspenders — sorts we've sold at 50c. 25c. Rogers, Peet & Company, New York. Ko. s It's the limit ! The last straw is called in to-day. Soft hats take their place, while in soft hats nothing takes the place of a Stetson if one wants the very best. Stetsons, $5 to $12. The Fall Derby Blocks are here, too. $3, $4 and $6. Rogers, Peet & Company, New York. Lucky boys! 3600 pairs of the fast black stockings so many mothers bless us for offering occasional- ly at the price. 15c., two pairs for 25c. 900 handkerchiefs — same grade as the bargain handker- chiefs we have for men to-day — only boys' size. ID cents. 1200 pieces of boys' merino underwear ; has been selling from 35c. to 85c. according to size ; spring and winter weights. 35c., 3 for $1 now — all sizes. Rogers, Peet & Company, New York. No. 10 We celebrate August ist by reducincf all our straw hats to $1. Boys' sizes, 50 cents. Rogers, Peet & Company, New York. Reflect on this. A big dollar's worth of scarf for 55 cents, and please don't feel sorry for us as losing money. The scarf-maker, one of the very best, picked up some ba- rathea silks at a price which let him make us a price. It's an odd time for a sale, right in the middle of our Fall bustle, but we couldn't resist the tempta- tion to pass on a good thing to our friends. The scarfs are broad four- in-hands, each made of just one piece of silk, folded to meet in the back and stitched. All either solid colors, or small polka dots on solid grounds — blues, black, red, green. The sort of thing that's al- ways in style, and the quality that's always $i or more. 55 cents. Rogers, Peet & Company, New York. No. 12 We're "cutting ice" already. Three stores brimming over with good clothing, furnishings, hats and shoes do the trick. For man or boy. Rogers, Peet & Company, New York. 172 No. 13 POWELL'S PRACTICAL ADVERTISER. No. 15 Hist!! Every wool crash and home- spun suit in our stock goes to $io. Not many of a pattern but many a pattern. The bulk of the sizes is the bulk of most men — from 34 to 38 chest measure. The prices were from $15 to $25 — a good many of the suits are made with vests. $10. among Plenty of good picking yet the mixture suits at $12.50; while the covert top coats at $ I 5 invite a consider- able saving — they were all sorts of prices up to $28. Rogers, Peet & Company, New York. No. 14 Bathing suits on top. $3 to $6. Going under — cool under- wear. All the good thin materials, from old stand bys like lisle and balbriggan to the newer fangled "Cobweb" and "Linen Mesh." Rogers, Peet & Company, New York. Good! Better!! Best!!! Which is which for you? A short tan covert coat for knockabout and business wear; $15 to $35. A dark knee length for even- ing and general utility; $15 to $30. A long rain coat of fine cravenetted cloth for most any time or season; $16 to $35. Whichever you decide on is here. Rogers, Peet & Company, New York. No. 16 O! Stands for overcoat. Have you an opening for a Fall weight? Or for a Fall weight mixture suit? The cream of ours are wait- ing for the critical. Men and boys. Rogers, Peet & Company, New York. No. 17 Any man who can't always run to cover when it rains ought to wear a walkinof shoe that's waterproofed. Our "Pedestrian" shoe is guaranteed waterproof — though it has none of the ungainly look common to most waterproof shoes. $5 ; boys' sizes, $4. A raincoat, cravenetted, com- pletes the protection against sudden showers. $18 to $35. Rogers, Peet & Company, New York. No. 18 Are you ready for a sudden Fall? Fall suits. Fall overcoats and raincoats. Fall underwear, shirts and gloves. Fall Derbies and soft hats. Fall shoes — waterproofed. All ready to be picked up by man or boy. Rogers, Peet & Company, New York. CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 173 No. 19 No. 25 N«i. 30 No. 35 A pair of shoes can't be mates unless thev're different. Odd, isn't it? "Pedestrians" are different but not at all odd— while their first aim is all possible comfort in walking they still have all the style and swing the most critical wearer demands. Men's, $5 ; boys* $4. Rogers, Pket & Company, New Youk. You can never tell ! Tuesday you sweltered, Wed- nesday you puddled, to-day — Whatever to-day is, you may need a Fall overcoat to-night, perhaps one that's rainproof. We've so many gm.d sorts of covert topcoats, medium length^, and long raincoats, that we've probably the very thing you want. Rogers, Feet & Company, New York. As the year's best walking sen- son comes on, the "Pedestrian" shoe steps to the front again A most comfortable last for walking. And, by the way, a water-proof shoe. Rogers, Peet & Company, New York. A sensible shoe — stylish, too The Pedestrian. Studied out for comfort in walking. Stamped with our name fi -r quality. Heavy calf, laced. Waterproofed. $5; boys' sizes, $4. Our special S i , 50 waUting glove goes hand in glove with anything stylish. Rogers, Peet & Company, New York. No. At home. Mondays until Saturdays. From S to b. To meet men who need frock coats for "At homes.'' who need evening suits, good business suits or anything else men wear. Rogers, Peet & Company, New Yurk. Comfort will dog your steps if you wear a "Pedestrian" shoe. Made from stout leather on a last made for comfort. But a stylish last loo. Waterproofed. ts- Same shoe in boys' sizes; $4. Rogers, Peet & Company, New York. A case you can check with s.ifety and carry with pride. A case made especially for us of far better material than the usual $5 case; white oak tanned leather on a stout steel frame, linen lined. It's better because we've been selling better $$ suit cases so long tliat now we can buy and sell unusual quantities. Quarter-masters — Quarter size collars that have ni.istered the problem of collar coiiifurt. Rogers, Peet & Company. New York. No. 26 After the boys had a merry whirl at the $4 75 sale suits yes- terday, here's what's left: — A quantity of three-piece suits in blues and blacks, and say 2^0 double-breasted mixture suits— these both in sizes from 8 to 12 years. Perhaps r 50 Norfolk suits; sizes S to 14 years. But for stout boys of from i% to 16 wearing three-piece suits— some of the best things in the sale are left. ?4-75- Rogers, Peet & Company, New Y( pkk , No. 27 A really waterproof shoe is to any old sort of rubber shoe what a modem revolver is to a flint lock. Lighter to carry. Neater to see More comfortable to use. **Dry Foot" is a black calf walking shoe that we guarantee waterproof. Men's sizes; S5. Boys sizes; ^4. Rogers, Peet & Company. | New York No. 28 Autumn leaves from our hat book. In our $3 Derby most of the cost goes into solid wearing qualities— it's the hat for the man who wants the most wear for his money. In our $4 Derby there's ju'^t as much wear and besides it lias all the fineness of quality of the usual $5 hats. Fall suits are leaving here fast; Fall overcoats too, not leaving out raincoats. Rogers, Peet & Company, New York. No. 20 A ground of gray. Just a dash of color — in over- plaid, line or sprinkling. That's the best mixture for suits this Fall and Winter— but the best of all our mixture suits is that we use no fabrics that we cannot guarantee. That's the rule with everything we sell — suits, overcoats, furnisli- ings, hats and shoes. For men and boys. Rogers, Peet & Company, New York. Because we don't believe in blowing about ordinary reductions —don't you believe we haven't excellent suit values to offer now. At S15, and from that to $;S, w6 still have good lines of winter mixture suits, practically all of wliich are some dollars below their originally reasonable prices -and at $15 a number of light weight serges and cheviot suits also offer more than usual values. Negligee shirts for spring- brighter and earlier than usual. $1 .50 to $2.50. Rogers, Peet & Company, New York. No. 31 A stranger to our clotlies might think our mail order system a "heads you win, tails we lose" affair. For we take all the chances ; deliver free within 100 miles of our stores, and specify that any thing we send anywhere is returnable at our expense, if not exactly to the customer's taste. But we have our mail ord^r system down so fine and our clothing so good that the chances are big that nothing's returned. May we send samples of Fall suits and overcoats, with measure forms? For man or boy. Rogers, Peet & Company, New York. No. 32 About small sizes. All our Winter overcoats and mixture suits in chests 32, 33 and 34 have been pitched in at re- duced prices Overcoats, $i5-formeriy up to S28 Suits$i2 and $15— formeriy up to $22 and $zs- Boys' long trouser mixture suits sizes tj, 14, 15, are all ?io and $13 now. Rogers, Peet & Company, New York. No. 33 Can't we help you out with some of the errands you're brinc- ing back from the country wirh yuu this morning? Clothing? Furnishings? Hats? Shoes ? For man or boy? We deliver free anywhere with- in a hundred miles from New York City. Rogers, Peet & Company, New York. No. 34 Belted backs were never popu- lar with boys until lately. Now, even men want them, on overcoats -tourist coats they're called. In the proper sorts of mixtures. Men's sizes; $22 to iFjg. Boys' sizes; $14 to $16. Every other good sort of over- coat for man or boy. Rogers, Peet & Company, New York. At sea we make sail by raising sotnetliing—uii land we make sales by lowering soiiiulhlii^. All we have left of our boys' wash suits, about 450 sailor and luo Russian suits of various washable materials; prices wire ?i,25 to $7— though mnst of the suits were from $2.50 to 54 5°- Sizes 3 to 10. I..15. 2^0 pairs of boys' separate washable trousers— white linen and crashes; sizes 3 to 6; were $1 to 51.75. 50 cents a pair. 24q sailor suits, mostly blue serges; sizes 3 to 5. Made to sell at from $5 to $9. Rogers, Peet & Company, Ni-w York. No. ?.C^ Boys' negligee shirts and blouses have had a knockout Qoo boys' negligees- all ?i, $1 35 and $1.50 sorts. Sizes 12 to 14. 65 cents. 1000 boys' blouses, all ?i and $135 sorts. Sizes 4 to 15. 50 cents. Though most of the men's 85 cent negligees are gone, those left are all right for we had nothing under $1.50 quality. Rogers, Peet & Combany, New York. No. 37 Nothing small about values in the $2.85 shoe sale. About two-lliirds of the 1700 pairs were $5 stock; the rest regular ;?3. 50 goods. AH sizes, but m 7, 7/^ ^""^ ** mostly narrow widths; patent leather and calf. g2.85. 175 boys' reefers and overcoats, all made to sell at from ?7.50 to $q. Sizes 3 to 7. Rogers, Peet & Company, New York. "Birds" we've salted down for boys. Some of 'em — Tan covert top-coats; $7.50 to 512. Rain-coats of fine worsteds, cravenetted; sizes 9 to 16; $12 to ?iS. Derby hats; $1.90 to J3. Shoes- on our famous "Pedes- trian" last; $4. Pajamas; sizes 6 to 18; $t to ?2.25 Made just as well as our men's things. Rogers, Peet &. Company, New YciKK. 174 POWELL'S PRACTICAL ADVERTISER. No, 39 No. 45 No. 52 No. 50 It seems incredible that any modem mercliaiit should cling to the " P. M." system^the scheme once universal in the clothing business of disposing of undesir- able goods by giving a premium to any salesman who works Ihem off. It has no place in our stores. For we long ago realized what bad business it is in the long run to sell a customer anything which for any reason will not be satis- factory ; and instead of " P. M.'s" for the salesmen next season, we dispose of our stock through prop- er reductions in price the first season , So our stock is always fresh and new and there's no Incentive to any salesman to persuade a cus- tomer to select a slow-selling pat- tern in preference to the best we have. No. 40 If you would feast your eyes — There's an array of line winter suits and overcoats in our three stores that are eye openers. For men and boys. No. 41 If good looks count for anything our Kail suits certainly deserve the howling success they've had. The patterns have lots of char- acter, without being conspicuous. The fabrics have lots of strength without being coarse — worsteds and worsted-cheviots predomi- nate. $i6 to ^38. No. 4'i Is a handsome hat a h a p p y thought for him.' Silk hats ; $6. Opera hats ; $8. Derby hats ; ^3 , #4 and $6 . Hat boxes holding one or two hats Umbrellas — some ^5 sorts art; ?3-3S- Dressing gowns. Scarfs. Handkerchiefs, in Xmas boxes. Dozens of other useful gifts for men. No. 43 If there's a head for which we haven't a becoming soft hat, we wish the owner would let us see it. The famous Stetson soft hats come in so many Fall shapes and we've so many of those shapi^s that we're reauy for all comers. All ready with Fall suits and Fall overcoats lou. No. 44 Just as school closes we close out these small boys' sailor suits —the price is almost trivial. 500 suits ; serges and a few mix- tures — mostly sizes 3, 4, 5 and 6, with some scattering suits up to 12 years. 55 to ^9 values. All $2 75. The sale of men's $5 shoes at 1^3.50 goes merrily on, Over 2000 pairs to start with yesterday makes good picking to- day—and anyhow there's not a pair in the sale of less than $$ value. Plenty of low cuts left. $3 5"- If any custom-tailor man wants to see how the wind blows in suits for the coming Winter, we should be glad to show him. We've a variety of patterns that would stagger the average merchant tailor, and as they are all made up the critic may judge tliem fairly — a difficult thing with piece goods. The more expensive silk lined suits will interest him as heine ex- actly the sort of thing for which he expects to pay his tailor about half as much again. But the most surprising fact is the richness of effect obtained in suits at medium prices, say from 522 to $30. No. 40 If you've any question about anything to wear — ask us. We will show you the right things in clothing, furnishings, hats and shoes. Man or lioy. Nf». 47 It may still he warm in spots. Hut winter is due and to give our winter overcoats their due they're all ready to be taken out to see the other new warm things - like the Subway, Paddocks ; belted tourist coats ; long loose coats ; the more con- servative knee lengths; raincoats; ulsters. Each in its appropriate mater- ials ; serge and silk lined. No. 48 In the Pedestrian shoe we feel that we have reached the tip-top of walking-shoe making. A stout calf shoe, on a last es- pecially adapted for walking, yet lull of style — waterproofed too. »5. The Fall suits and overcoats we have ready f()r men and boys are on the same level —tip-lop. Nn. 49 If you stick to a Summer suit you must have a light overcoat for morning, noon on tlie open cars, and night. Every good sort of light over- coat. ?i5toS42- If you're ready for a Fall suit, it's ready for you in a host of handsome patterns. $16 tu <^^. No. no It's a liard nut to crack — decid- ing whether your Winter suit shall be of a rough or smooth cloth —cheviot or worsted You might look over a great big assortment of both sorts in good patterns ; we have 'em both. Then perhaps you'll compro- mise on a worsted cheviot, a smooth cloth witli a roughish face. Plenty of lho>e, too. No. 51 L.ibor Day is too short for la- bored talk about clothing, fur- nishings, hats and shoes. We're holidaying ; open bright and early to-morrow. The new Fall overcoats and suits are ready. Just revolve in your mind the things you'll need to-morrow. Frock coat. Trousers. Waistcoat. Patent leather shoes. Scarf. Silk hat. We have them all. No. 63 Like a tame elevator, prices al- ways descend gradually about this season. It's winter sack suits this time. Tlicy've just taken quite a drop — 53,53 or ;?4 off many patterns at all prices, while several hun- dred struck bottom at ^15, No. 64 Just two weeks to Christmas. To give zest to holiday buying we've marked a lot of handsome house coats at $6,50 that usually would be 58 or Sq — all double faced cloths of rich, subdued col- ors Other house coats up to $15. Imported dressing gowns of vi- cuna, camelshair and wool blanketings — plain or Jacquard weaves ; ;?i2 to $20. Imported bath robe s— both wool and terry towelling ; #5 to $12.50. No. Lots of time this morning to send you anything man or boy wears ; 'phone us. The shutters don't go up until 12 ; then they stay up until Tues- day. No. r,v* Lucky shoes ! Not old shoes, either, but our maker's samples and so the new- est things, 1250 pairs of ?s quality, with a good sprinkling of Sb shoes. 450 pairs more of $5 shoes from our own shelves. More than half of all are patent leathers ; lace and buttoned — the balance calf and vici kid. .All sizes ; all widths. 53 50. No. Next best to web feet — Waterproof feet. " Pedestrian " shoes are guar- anteed waterproof , though they're apparently only a specially stylish heavy walking shoe. $5 ; boys' sizes, $4. Quarter-size collars are a sensi- ble innovation. 25 cents each or two for 25 cents. No. 68 Plenty <'f thin coats on hand, better on your back Our alpaca coats, skeleton scre- es, nun's cloths, etc., are thorough- ly reliable in strength, color and style. ?3 and up. 7V/;'« business suits, t/iin out- ing suits and extra trousers an- plentiful here. '/'/tin negliges, //*/« underwear, //tin hosiery. i/tt'K fixings for sum- mer wear. '/'/tin prices in all departments — it's a tunc for cutting and slash- ing to close out all Mm goods. No one wore shoes yesterday — goloshes were it. So we've still plenty of $5 and 53.50 shoes at $2.85. r>o Nothing incendiary in firing your straw now — just good sense. It's rather late and your straw is probably soiled and soft hats are so easy. All the Fall shades and shapes of soft hats, S3.50 to $12. There's a rich new brown at ^5. " Mocha," That's the newest brown shade of tlie newest soft hat to catch on with young men. Stetson seems to be the only maker who has caught the full rich coffee shade, and the hats are just a-sailing out of our stores as fast as we can get them from the Stetson factory. It's;?5,as are many others of the new things in Stetson's soft hats. No. 63 Out of sight. That describes the good cloth- ing, furnishings, hats and shoes that are just the things you're hunting for. For man or hoy. No. 63 Most of our old friends know ttiat one reason why we have no old goods in stock is because we are constantly marking down slow sellers until they jump. Just made a mark. 60 Overcoats at $55, and 90 at 550 join the $38 band ; while sev- eral hundred others of our finest silk-lined overcoats lose $$ to $7 of their price ; now J30, $32 and ?3S- All knee-length garments of conservative cut. No. Hi Presto 1 A new pair of striped trousers — and the coat and vest of your win- ter suit take a new lease of life A splendid lot of patterns at $5 and $(3 ; finer qualities up to J.12. A not-too-fancy waistcoat is an- other useful yarinent. ?3o" t*J ^'i- No. 66 Punched a hole in our I'.inam.i price. Real Panama hats — hats of a quality that a year or t«o acn would have brought $18 or f-ia most anywhere. Just a few dozens; our prices yesterday were f$ and 5>o. ' ^^- __ Everything man or boy needs for wear over the holiday is ready l(i-day at our three stores. Hathing suits, tennis shoes, rid- ing breeches, duck tennis hats, ram coats, golf bails, neglige shirts, ducK trousers, dress suit cases. To-morrow we close at 12 noon. CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 175 No. r.fi No. No, 78 No. 8.> On Siminier lines : A rattling cuod shirt line — neg- Hses with plaited and plain bos'tnis ; ;? 1.50 to $3 50. A line of underwear including all thin fabrics most men know, and all the best of the newer things, like Linen Mesh and Ramie. Straw hats, suit cases, Summer scarfs, suits of airy homespun. Last but not least— low shoes on lasts full of style ; ^3. 50 and $5. No. oys' washable suits got a touch of the same knock. No. 71 Cold contracts. So it's natural that as Winter progresses and the mercury goes down, ourovercoat and suit prices should shrink. Tliat's what's happened, affect- ing many of our finest overcoats to the extent of from $5 to Si 5, and bringing many mixture suits to the ^15 level. Boys* suits and overcoats are down, too. We've quantities of the things that women like to give men, in the qualities men get themselves. Scarfs, gloves, mufflers, house coats, suit-cases are examples, Count the Christmasgilts you're going to make. Then if you need a new suit nr overcoat you'll be glad to know that we have made material re- ductions all througliour suit stock and among our finest overcoats. One result — several hundred mixture suits on the $1$ tables. Many ynung men's suits, sizes 32. 33.34,liave been marked down too— they're always $2 or ;^3 less than men's sizes in the same pat- terns. Fancy handled umbrellas, nf #5 quality, all silk, make good gilts at ?3-35- No. Even had Ponce de Leon found the spring of eternal youth uf which he dreamed, lie might nut have been able to wear our " youths " clothes. For in marking clothes we limit " youth " strictly to men of 32. 33 and 34 inch chest — regardless of age. For them we cut suits of pat- terns more chipper than most larger mtn wear. For them we make suits of a more pronounced style than stouter men affect. Extra lucky they are, because even for patterns the same as 111 larger sizes, the ''youths'' sizes are always $2 or $3 less. No. 74 Don't hug the heater. Needn't if a new warm overcoat embraces you Conservative knee lengths. Long full back coats. Paddocks. Belted backs. Ulsters. All in their proper cloths. No. Forget to-day may spell regret to-morrow. Shirts ? Scarfs ? Suit case or bag ? Soft hat ? Tennis shoes ? Bathing suit ? Or is it something else to wear that you'll need over the holiday ? Fall overcoats and suits are ready. Stores close at noon to-morrow. No. 76 " English squares." Four-in-hands. A quantity of rich scarfs that we've had on our shelves at $1 and $1.50 — about half at each price. 85 cents. No. 77 Furnishings can 't be " too fresh," "Business" shirts — the pat- terned stiff bosom sort, are just from the makers ; $1.50 to $2.50. Neckwear— every scarf made for this Fall, 50 cents to $2. Pajamas just out of the boxes, and from the exceptional $1 sort up they're the prettiest patterns ever. Gloves, underwear, canes, fan- cy handkerchiefs, hosiery— fresh specimens of the newest things. Entrance to our most exclusive circles of colored stiff bosom shirts is $1 50, $2 and $2.50. Exclusive— most all the pat- terns are exclusively ours until they're yours. The best fitting shirts we've ever found ready to wear. No. 70 Evening clothes give a good shirt a slunv. The more show our evening and dress shirts have, the more their good fit is evident. Dress suits ; $27 to $50, Tuxedo jackets, separately; 514 50 U> $2J. Dress shirts; $1, $1.50 and J2. No. 80 Even now in the sleepy season, w(_''re wide awake with clothing, furnishings, hats and shoes for men and boys alive to good things. For instance, we've collars in quarter sizes for the comfort of that half of mankind whose necks don't grow in even half inch jumps. No. 81 For dogged perseverance in re- fusing to wear out, nothing touches a first class pair of hard- finished worsted trousers. From every quarter we hear of men who have first found collar comfort in H sizes. 25c. each or two for 25c. No. 82 First aids to evening dress : White waistcoats ; $4 to J6. Dress shirts ; $i to ^2. White gloves ; gi ,50 and $2. Dress ties ; 25c. and 50c. Pumps ; $3.50 and $6. Silk hats; ^6. Opera hats; ff6and?S. Dress suits and Tuxedos, u{ course. No. 83 Football fever won't keep you warm. A long belted-back overcoat is the thing. Winter weights. $22 to ;?35. Anything you need for wear over Sunday? It's here. No, 84 He smiles I And why ? He's just heard that he can now save from ?5 to $15 on many of our finest overcoats and save on a mixture suit, too— the general scaling down all through the suit stock has filled the $15 tables with suits that were higher. He's just heard that a suit and overcoat for his boys will cost him much less than a few days ago. He knows it's the day before Christmas, and his present came from our store— so was the sort of thing he'd buy himself. House-coats ; dressing-gowns ; suit-cases : scarfs ; umbrellas ; canes ; gloves; bath-robes ; steamer-rugs. From the finest looms. The most versatile of scarfs — the " P2nglisli Square." tieable in three ways. Large four-in-hand. Once over. Ascot, In silks rich enough for the richest shape of scarfs. Satin brocade ; Ottoman knit with satin scroll patli.rns; Tur- coman ; peau de corduroy ; peau de tortoise ; peau de foliage. $1 to ^2 50. No. 80 For men swept by Autumn breezes : — Paddock overcoats; light weight cheviots and coverts — some rain- proofed ; S26 to ?42, Top-coats of fine covert cloths ; $15 to #35. Knee length overcoats, light weight ; dark cloths, mostly cheviots ; $15 to {^30. No. 87 For wise ones : A silk hat at S6, quite up to the level of the highest flyers, regard- less of price. An opera hat at $8, favored by night owls, because ribbed silk has no feathers to ruffle. No. 88 r.ood catches going yet. Yesterday we put on sale 1500 soft hats made for regular $3.50 Alpines, but put aside because not of colors ordered or blemishc-d in some other way it would take Old Sleuth to detect. With them were 400 " Vime- net " soft hats ; regular ^4 stock. All sizes still ; a variety of shapes and shades. ffi.85. No. 80 Gifts that will wreathe any man's face with real smiles. Suit cases. Housecoats and dressing gowns. Scarfs and mufflers. Traveling bags. Silk umbrellas. Hat boxes. Silk hats. Bath robes. Gloves. Opera hats. No. 90 Going home for Thanksgiving? Everything man or boy needs to make a brave show of city clothes for the old folks at home. Overcoats, suits, furnishings, hats and shoes. No. 91 Hurrah, boys I They're off. 1400 suits. Double-breasted suits. Three-piece suits. Norfolk suits. Former prices ; $7 to ^20. Sizes ; S to 16 years. $4.75- A quantity of boys' furnishings have been greatly reduced. Bath robes of eiderdown and toweling ; house coats ; mackin- toshes ; neglige shirts and blouses. 176 POWELL'S PRACTICAL ADVERTISER. No. 92 Nt>. 99 N<». 106 Xo. 113 Here's our rule : — If a man wants one lipht over- coat for all round wear — business, evening, cliurch — we don't advise a jaunt)' covert top-coat or a long rain coat, though we've lots of them to sell. He'd best split the difference — buy a medium weight cn;U nf some dark material at from 5 15 to 430- No. 93 Hnweveror wherever you spend Sunday, we've the clothes you'll need. If you're man or boy. >'o. 94 lialf the day is all the day we work to-day. But until 12 o'clock we've everything man or boy wants in clothes, furnishings, hats and slices. N.». 95 How manv of the dress suits worn at auy party would stand a daylight test ? Our evening clothes must fit perfectly in cold daylight, so they're naturally winners in the glamour of night. Evening suits, $27 to $50. Tuxedo coats separately, $14.50 to $27. No. 06 Histll Every wool crash and homespun suit in our stock goes to $10. Not many of a pattern but many a pattern. The bulk of the sizes is the bulk of most men — from 34 to 38 chest measure. The prices were from $15 to 5=5 — a good many of the suits are made with vests. Additions to-day make a siotk of 1300 pairs of trousers marked down to $3-50 — mostly light flan- nels, crashes and worsteds. Plenty of good picking yet among the mixture suits at J 12.50, while the covert top-coats at if 15 invite a considerable saving— they wt.Te all sorts of prices up to f^zS. No. 97 Into the lime-light now comes the new fall soft hat. Notliing else fills the hiatus till fall Derbies: (New Derbies hen- now if you want *em — $2, $1 and The new Alpines — in black , pearl and "nutria" colors-fj: and $3. John B. Stetson's soft hats— $3 50 to 55. Wliatever you get here— be it clothing— fixmgs- or hats — it's a sa tisfact ion-sin t'Ciire, It's cnovigh Xn melt the heart nf a snow man, unless he's protected. . Storm ulsters, $t& to J35. Mnckintoshus, ^1 1 50 to $25. Rain coats, $18 to ^35. Umbrellas, from the Ji.io oiu- we brag about to our' Tip Tup " at $5. Summer's last holiday is g<:.iu -now for Fall business. Kail hats and shoes. Fall neckwear. Fall underwear. Fall suits and overcoats. No. 100 If you've caught an underwear that preserves your comfort by fit- ting you and being fitted to your skin — hold on to it. We probably have it in more grades and gradations of prico than you've hitherto found. If you haven't caught just the right thing yet, we can help you out. We've more sorts of good nn- derwear than most men ever heard of —plenty of stout si^es too. No. 101 If you're a custom tailor man and want a notion of the Fall styles before you order from your tailor — and begin to wait, you might get some hints from our Fall suits. Lots of the finest patterns are already on our counters, and you'll be very welcome, though you have no tliouglit of buying. No. 102 It was a great step. Put nothing into this $3-50 shoe sale except $5 and ?6 qualities. So instead of hunting a bar- gain you simply select the bargain you fancy. Calf and vici kid— over half are patent leathers. Sizes good ; especially strong in the ' ' sample " sizes, 7, 7J4 and S. widths A and B. Some slivers from our anti- shiver plank for Fall. Covert topcoats. Knee lengths — dark cloths. Long coats— rainproofed. Paddock coats — some of tlK-ni made proof too. Winter overcoats of all sorts ready if you are. No. 104 Some day soon we'll all wake up to find Spring here. Ymi'll find us ready. Advance lines of Spring mix- ture suits, Sprmg overcoats, and even the thinnest of summer suits are ready now for men wlio beat the calendar by going South. Negligee shirts, loo. Ni». 10.-> The " tourist coat " has left the clumsy, old-time ulster away bL-- hind, because a very heavy ulster has little place in a city where walking distances are short and intense cold is rare. So the long, belted-back coat of moderately heavy material easily took tlie " old man's " place with tlie average man, and then lappt-d over on the overcoats of regular shape— it's such a spruce looking, comfortable cut. Here in the proper sort of ma- tL-rials mostly darkish materials, nver-plaided ; some rain-proofed Social as well as political fences need looking after now. If you've outgrown that old eve- ning suit, or the moths punctured it— we've another ready. Evening dress suits ; $30 to $50, Tuxedo suits ; $25 to ^45. The absolute fit of the quarter size collars adds to the effect of good evening clothes. 25c. or 2 for 25c. No. 107 Too big ? Then your collar looks badly. Too small ? Then your collar feels badly. 'Tis a quarter size collar you need in either case — one that fits snugly and smoothly by splitting the difference between the regu- lar half inch sizes. A quarter each or two fi.r a quarter. 108 The recent slush brought us two or three complaints of wet feet in our Dryfoot shots. In a sense that's not so bad, when you think of the hundreds of pairs we sell. But ii's just as bad for each sufferer as if every pair leaked ; and as the shoes are all guaian- teed to us as we guarantee tlu-m to you^absolutely waterproof, we're glad to have a chance to make good on any defective pair. This applies to the boys' sizes at ?4 jnst as much as to the men's sizes at Sj. No, I0!» We close Saturdays at 1 o'clock Time now to "leg-go" those old trousers. Half the men you know (lower half ) need new trousers. If it's a pair on with you, it's pare off prices with us and hun- dreds to choose from. J4.50 to $S 00. Quite a lot of high grade trous- ers from broken suits and some very excellent fabrics, values 54.50 to ?6 00. Now S3 .00. Straw hat prices are now so low a second one wjll not seem ex- tra vacant. Sailor straws $1 and up. Panamas Jj for ?5 quality and $5 for Panamas formerly 5S and No. 110 Tiirice lucky mao who can wear three of our hats at once. An opera hat that faces crowded cloak rooms with unruffled com- posure ; 5^. A silk hat in every respect equal to anv fS silk hat we know ; A derby that's a daisy ; $3, ^4 or . No in The most illustrious of lustrous silk hats. Perhaps no better hats of the $S sort ; b than some Lit up to as high a mark in every point — ex- cept price. Th.U'sSj Icis. ?'■'■ To-day we keep our stores closed and our months open. To-morrow, ynu can have your fill of good clothes, furnishings, hats and shoes. For men and boys. No. 113 The $2.75 shoe sale holds up in good shape to-day. S.ooo pairs to start with means lots of choice— choice lasts, choice leatliers ; calf, patent leather, vici kid, box calf. All sizes still. $2.75- To fit out feet completely in this sale we add to-day 14,000 pairs of fancy lisle and cotton half hose at 25 cents a pair. All imported and all 50c. and 75c. values. The list time we had from our importers a lot of these samples to sell at 25 cents a pair, over S.ooo pairs were snapped up the first day. These are the same qualities, every bit as good viattems, and it's the height of the fancy sock season. 2i cents. Xo. 114 To make hay while the sun sliines ue clean up our straws by cutting them while the summer's still young. Every sennit and split hat in our stock goes in, and we've been lucky enough to be able to fill in the gaps a very busy season has made with about 150 dozen more of the very same grades and val- ues which have made the season so busy - all hats from the makers of our regular stock. A majority of all the hats are $3, ?i 50 and $4 values — we don't sell any straws under a $2 quality. $1 75 now. Boys' sizes, $t 50. Panamas are down too — J5 for lilts that a year or so ago would ti.ive been two or three times ?5, No. 115 The y.m'll iuniis We Men closer you look the like our sort of ch lings, hats and shoes d like to have you and boys. more thing, look. The years we devoted to de- veloping a $3 Derby that should wear as well as any $$ hat sold, were not wasted when we intro- duced our 54 I'crby. The $4 Derby is of finer qual- ity of course, and its sales nave grown steadily— as tlic s.iles of all hne merchandise have grown in this prosperous town. Indeed it was this growing de- mand for the very finest things that can be made wliich led us to introduce our #6 Derby, tliuugh we believe that our $4 hat is a hit better in every way than most of the $5 hats sold. But through it all the ?3 Derby has been kept right up to its higfi place as the best 53 hat we know, a Derby for the multitude of men who must have a hat which looks well and lasts long; but who haven't any loose cliange to in- vest in mere " quality " The harvest of Fall blocks is re.idy to reap. CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 177 No. 117 No. 132 And the Weather Man Says: " Cold Doings Between Now and April First." That means weeks of discom- fort witliout a warm house or office. You can work better vr rest better witli a Cole's Hut Blast Healer in the house or busi- ness, and you'd he surprised to know how little one costs and how much less to maintain. One mer- chant heated a large ground floor, 25 X 120 feet, an entire winter with a small Cole's Hot Blast, and we can show you the man — and the stove. It's been working now for tliree years and been helping the man do better work — and more. The Care of Horses — is a subject that has received much attention at this stable. Horses boarded here have every comfort that a well-appointed and sanitary stable of the most mod- ern type can supply. Clean dry beds of straw, due to the " Dow- ney cesspool," and the absence of the usual stable odors are among the many noticeable feat- ures commented upon by visitors, who are always welcome. Horses boarded reasonably. Vine Turnouts hired at moder- ate prices. Rice is Riz (in France) but that doesn't af- fect our market here. Carolina Rice is noted for qual- ity. A shipment from there, tlie new 1904 crop, has just come to us direct. We didn't pay the usual middleman's profit — hence the specially low prices. Pound, 7 cents. lolb. lots, 6% cents. 5olb. lots, 6 cents. It is the exact quality ordinarily retailed in the best stores at from 8 to 10 cents a pound. No. 130 This is a real bargain. It is a two-story house of 5 rooms and good summer kitclien. artificial gas and both kinds water. It has a good lot with stable and rear alley. The house is only 8 years old and is in good repair. It is located in the southwest part of city near Yellow Springs St. Neighborhood is excelient. The place must sell, and the price has been cut to $i,6oo to in- sure a quick sale. Don't miss this chance. First Aid to the Doctor. The Doctor first, of course, in sickness or injury, but a drug store capable of supplying him with drugs, medicines and sick room goods is also a prime requi- site. You never need this drug store more than when serious sickness comes — the more critic This forenoon— clothing, fur- nishing, hats and shoes for men and boys. Then we '* take Time by the forelock " — close at 12 noon. 178 POWELL'S PRACTICAL ADVERTISER No. 147 American Trust Company LETTER NO. 58. The management of the Ameri- can Trust Company has made these New Year Resolutions. I St. To aid and strengthen the commercial interests of -South Bend and her people. 2nd. To make each day a little more perfect in service to patrons. — There is a difference in service in banks just as in hotels and bar- ber shops. 3rd. To keep close to the peo- ple of this community — to deserve and hold their confidence— to do this without sacrifice of dignity or descending to the level of " slap you on the back " familiarity. 4th. To hold strictly within the confines of legitimate and conser- vative banking, and yet render full value in service and protection to every customer. We pay 4 per cent, compound interest on non-active accounts. We cordially invite the business accounts of firms and corpora- tions, and personal accounts of in- dividuals. Come In and Get Acquainted. No. 138 The higher the thermometer goes and the further back Spring gets, the greater our suit values, Lots are broken; slow selling lots are spotted. Result— special values in fancy mixtures at $1$; in homespuns as low as $12. How about a clean straw hat? All ours are 51.75 now, except Panamas which are $5— and they're real Panamas too. With quarter size collars you can have hot weather looseness without the ungainly gaping of a collar a half-inch larger than usual. 25 cents each or two for 25 cents. Nil 139 'I'oo much frost for digging, hut if service is already in, the Cias Co. will connect up stove to-day, free, and have Bill for GAS RANGE Dated April I, 1905. 'J'llat gives you use this winter and the 5i450 is not due until spring. After meter is in, it is easy and inexpensive to pipe fur lights. Is Your Furnace Working All Right? Does it need repairing? It smokes maybe ? If it dues— or whatever may be the matter with it— wc can fix it. Wc make a specialty of the repair- ing of furnaces and you will save time, trouble and inconvenience if there should he anything wrong with yours by sending for us. (."all us up and we'll be at your house promptly, and in a very short time fix the troublesome furnace. $70.00 Cash And $630 in installments of $9.50 per month, without interest, for a Comfortable Three-Room Home on a lot 82?^ X 120. Just the thing for a man with a small income and a small family. See it. A Snug Bank Account To Draw On when times are slack and wages low is far more satisfactory than any amount of sympatliy. Vou can open an account in this big strong bank with one dollar — 4 per cent, interest. Write or call for Booklet. I'^ound At the Woodbury County Sav- ings Bank, 405-407 Nebraska .Street, Sioux City, that salary you spent last month. It was deposit ed by a thrifty young man who is fast becoming a man of affairs, and is now earning him Four per cent interest. Hadn't you belter do your own banking? Make a start this, the last montii of the year. The following up habit conies easy. Open Saturday evenings. "Just Tired'* That's what many women say when the day is done, hut the d()c- tor knows that half of that " tired feeling " is plain irritation of the nerves. Put a Blount Check on the door and eliminate that slamming, banging, nerve-racking sound. It saves the door as well as mother's nerves and baby's fingers. Price, #3 up. Come in and talk it over. No. When ttie question of full dress for summer is brought up - ' ' Tuxedo " is the answer for most occasions. Only the most fonnal functions demand swallow-tails in hot weather. Our Tuxedo suits are much in evidence about summer hotels and clubs. Tuxedo suits, ?2S, ^34 and $43. Mostly silk-lined. Tuxedo coats alone, 521 -TitJ ?-'7. Minor dres'iy needfuls — e. g.— full dre?s shirts, neckwear— and nu-n's fixincs generally— of the reliable kinds— here ad infin. No. 110 When the sun shines— it's Utc Summer. When the sun's screened— it's early Fall. Some of our finest Fall weight sack suits ready for either season. Fall neckwear, Fall ijnderwcar and Fall hats. Vacation outfits that will pull you through till fall — in good style. In your baggage should go : A black or blue serge or cheviot suit. A fancy mixed sack suit. A two-piece skeleton outing suit. A Tuxedo suit for the "hops." Some dressy shirts and neck- wear. Nejjlige shirts of the better sort. Cool underwear of linen mesh, etc. Dainty hosiery to set off shoes. Outing belts and outing neck- wear. Straw hat — soft hat — traveling cap. Radical mark-downs in all depts. make trunk filling inex- pensive just now. A Taste of Spring \'egetables California, New Orleans and the greenhouses are now contrib- uting early spring vegetables in abundance and variety. We offer this week : Rhubarb, 7c. per bunch. New Beets, 7c. per bunch. Caulitlnw- er 20c. and 25c. per head. Spring Spinach, 7c per bunch Lettuce, 25c. per pound. Jumbo Celery, loc. per bunch. Finnan Haddie Did you ever think when or- dering Finnan Haddie that there was so much difference ? Boston Haddie are thin and dark colored and are made from Haddock that are too old to sell fresh, so are made into Haddie. Jones' Celebrated Haddie are made from Strictly Fresli Had- dock that are caught off our Maine coast and are in the smoke house before they are twenty-four hours old. You are Not getting Jones' Cel- ebrated Haddie unless you find a tag attached to the nape of the fish as shown in the cut. Every Haddie that leaves our store is tagged. For sale at retail by all first- class markets and grocers throughout the Stale, at 12 cents a iiuiind. A Tattoo Alarm Will " Wake you up " in the morning at the right time every day. It rings intermittently, 15 seconds alarm, then 15 seconds silent, for % of an hour Has lug gong and keeps good time, guar- anteed, $1.25. The Auto Alarm is another good clock, guanuilecd, and will keep excellent time, Ha« lar^e Knng and runs 30 hours with- out winding, 98c. The Mauser a pood alarm clock with smalh i bell , runs 30 hours, 69c. Mission Clocks very artistic and stylisli, ne.uly i feet hieh.52 qS. Smaller ones ^1.48. Oil Heaters How many roomings during the last cold snap have you jumped out of bed into a room as cold as a bam ? A great many people prefer to sleep in a cold room on account of the pure air, which is perfectly proper ; but it also feels fine to dress in a warm room. One of our oil heaters will just fill the bill. They are easily taken from room to room, and they give quick heat. They are absolutely safe. A patent device prevents smoking. $4. No. 1.53 5' S5 for a headpiece. The day we said that last year over athousand men caught on, and we had but 1762 Derbies. This year we've only 1704, be- cause these fi.Ss Derbies are just a chance product in the making of uur 53 and 54 hats — a lucky chance for you. Any little flaw or roughness in the fur that an expert's eye can catch, bars a Derby from our $i and $4 stock. Tliese hats we have had block- ed into a shape that will be good form this spring and put them cci sale to-day for the benefit of 1704 men who want a good looking Ii.it that will wear as well as any Derby made, and who don't mind an imperfection whicli they prob- ably can't find. N... 1.53 Birthday No. i The sign "Lackey's Pharmacy" has been up one year to-day. Through the kindness of a whole lot of Fort Worth people we have succeeded. We thank you most heartily. We are going to make a try for a Birthday No. 2 and some more success. We shall do our part in giving you a generous- ly good drug store. Won't you reciprocate by giving us some of your patronage ? V()U can have your old Beaver, Felt or Soft Hats Cleaned in a way that will surprise you ; prac- tically new hat at a trifling cost. THOMAS P.ATTON'S ES- TATE. Original Sanitary Dyeing and Scouring Works. ( )nly at i;io and 512 So. 13th St., Offices — 1622 Pine St. 4012 Market St., Phil.idelphia. Pa. Prompt Service Anywhere. No. ir..*; We've a good thing to put for- ward to-day. . S'Hxi pairs of shoes on sale, and while prc»bably not over 500 are from our own shelves, there are several times that number of strictly $$ quality. The rest are various qualities, but every single pair an exceed- ingly good buy at to-day's price. i77 For $38 We sell a strictly high grade Delivery Wagon, finely finished in red body and yellow gear. This is an attractive, serviceable wag- on, suitable for light delivei"y work. We have ten other styles. No. 158 The blue and black serge suits are the latest things to be drawn into tlie mark-down whirlpool. As with the fancy mixture suits, there have been reductions all through the stock, and a goodly number have dropped to the $15 table. Neglige shirts haven't escaped either— fifty cents or $1 has been clipped off most of them. No. 159 We Have an Emergency Plumbing Repair Service Ready to respond at a minute's notice to remedy defective plumb- ing. You will like our work as well as our low prices. No. 160 29c. For 100 2 gr. Quinine Pills Is our price forthe very best qual- ity of genuine pills — these pills contain only pure quinine and are readily soluble. Are You Satisfied with the grain and feed you buy ? Do you put up with the treat- ment you receive without saying anything though you feel like it ? If not, we want your business be- cause we offer you hay, grain, feed, etc., that are the best ob- tainable anywhere. You can de- pend down to a certainty on re- ceiving from us precisely wliat you order no doctoring of goods — no substitution. These are a few of the large, weighty reasons why we want your business and you need our service. Buy oats that are clean. Cheap Meat is High at any Price Some meat markets may sell you a good looking piece of meat for a few cents clieaper than it would cost you at a reliable mar- ket and you won't know until after you have tried to eat it that you have been deceived. We offer you the best meats that can be bought anywhere tlie best that money can buy. We guarantee it and charge a fair price, which is cheaper in tlie end. You canhot get something for nothing, especially in meats. Send us your order for a nice Turkey, Duck, Squab, Roast of Beef or a piece of Venison for Sunday. We have everything in the meat line that you can wish for. A full line of this year's canned goods. When in Doubt Telephone and Find Out With a telephone at your resi- dence you relieve yourself and family of many anxieties and cares. For information regarding rates call- No. 164 To be really "in the swim" you need a variety of summer clothes, viz.: An outing suit; some special values now, $10 to $25. A business suit, of fancy mix- ture—now $jo to ^30. Many appetizing mark-downs amongst 'em. A black or blue serge suit — thosefine stand-bys— herein large assortment — $15 to 535. Some wash vests — either plain white, linen duck. or fancy figurfH; our stock has been much compli- mented this season. $i to $b, A Tuxedo suit is an indispen- sable at club or summer hotel. Ours at ;?2S, and silk lined at $34 and $43, are very superior gar- ments. A thin skeleton-coat— of alpaca —nun's cloth— blue serge, etc., $3 to $10. In short, whatever you want in men's summer clothes, hats and fixings — of the reliable sort — here are the kinds you want at prices you're willing to pay. F. M. ATWOOD. No. 165 The Teeth in Front are the most conspicuous, but those further back are the mnst useful, so you want to save tlii in all. This can generally be done if the visit to this office is not left until the eleventh hour. On the first sign of trouble, come here. Our system of dentistry is modern , and by our skillful treatment we can save teetli that would surely be lost if ordinary methods were used. Our prices are moderate. Full Set of Teeth, ?5 ; 22-k. Gold Crowns, $4; Bridge Work, $4 ; Porcelain Crowns, $4 ; Gold Fillings, $1 ; Silver Fillings, 50c ; Cleaning, 25c. The Nurse And The Doctor wilt tell you that the success of a prescription depends on the pur- ity of its ingredients. Tliere is as much variety in medicine as in other merchandise. In our pre- scription-filling "Quality" is al- ways our first consideration. You can implicitly trust your prescription to us— quality, accu- racy and the right price — are the never-failing trio upon which we think we Iiave a right to appeal fnr your patronage. Watch Given Away We will give a lady's Jj5 solid gold watch witli a full jeweled Waltham movement to one guess- ing nearest tlie time the watch stops. At precisely noon to-day, Oct. 27, ic)04, tlie watch was wound to its full tension, being set at precisely noon. In tlie presence of three local business men, the watch, fully wnund and running, was placed in the case. The case was wrap- ped in tissue paper and placed in a small box, the box was wrapped up and tied, and the package care- fully sealed, so that it could not be disturbed without giving evi- dence of the fact, and was placed in the vault in the lifjn office. The witnesses have volunteered to be present at the opening of the package containing the watch , after 4 p. m., Dec. 28, 1904, at which time the contest closes. Conditions— Each and every one will be entitled to a guess with each purchase of 25 cents or more. Laundry Called For and Returned in 10 Hours We guarantee to Return Your Work in 10 Hours. We can do this Because we do the Work Here. We Solicit a Trial. Trunk Containing $600 Was Burned in House By Wire to the News. Flowery Branch, Ga., Sept. 22. The home of'R. Bennet, a far- mer living about one mile from here, was destroyed by fire yes- terday afternoon at 3 o'clock. The family were all in the field at the time, but got there in time to save a part of the furniture. It is reported that there was ?6ooin bills in a large black trunk, which was destroyed. There was no insurance. The fire is supposed to have caught from the kitcher. flue, as it origi- nated in that part of the house. Read tliis anc" think over it. If you depnsit with us your money is protected against fire and thieves. We give all accounts, large or small, our careful attention. We pay 4 per cent, interest on saving deposits. Will a light-weight overcoat come your way this Fall ? A short tan covert for hard knockabout wear? A knee length of dark rough goods for evenings and Sundays ? A long rain coat for fickle weather ? A skirted paddock ? All of them here in cuts that carry weight with men who know what's right. In Carved Mahogany I5.50 Go into any other store in Bos- ton and the price of this Parlor Table is from $7.50 to $10. Our price is $^ 50. Here is what you get : A solid San Domingo Mahogany Table in dark, lustrous finisli ; 28 inches high, 22-inch circular top; with hand-carved claw feet. For any room in the house ; for mere ornament; for cards or games ; for a tea-table : for a reading lamp ; for sewing mater- ials ; for reference papers or books ; for a smoking outfit near your easy chair ; in fact, for half a hundred needs this Table is worth twice our price. No. 173 What Do You Think of That 25c. a Day Plan for a Piano? We tliink it is a good one. It is easy for you to save the money As a matter of fact if you get in the regular habit of putting 25c. in that piano bank every day, you'll never miss the money and you'll have the piano to use all the time you are saving the money to pay for it. It's our busine.'is to give information — without charge, too. No. 173 Records Exchanged Fifty cents and one old Colum- bia black cylinder record, in a late style box, buys three new Colum- bia records. I exchange new ones for old or broken ones on the above basis. Come in and see and hear the new $25 Grapha- phone. It is the best cylinder machine made. Ten thousand Columbia cylinder records always in stock. Ten thousand Victor records always in stock. Open evenings during the holi- days. No. 174 Hungry? Get Supper at MOSEBACH'S iSand 20 N. Eighth. Right in the heart of the shop- ping district. Specialsat 25c and jnc. from 4 to 10 p. m. Curry of Chicken, Rice, Potatoes, Dessert, Coffee ; or Roast Lamb, Peas, Potatoes, Dessert, Coffee ; or 15 otlier combinations. 180 POWELL'S PRACTICAL ADVERTISER. No. 179 No. 188 A first class, finely equipped six hole Steel Range Set Up Complete in Your Home For It's the famed "Willard"make, and the size is extra large. This is beyond the shadow of a doubt tlie greatest Range offer ever made in St. Joseph. i,ooo lbs. Of Coal Free Anyone purchasing a Steel Range at the Enterprise any time during a week from the appear- ance of this advertisement will re- ceive Absolutely Free i,ooo pounds of soft coal. This offer is a means of intro- ducing the newly re-stocked En- terprise Range Department— the largest section of its kind west of Chicago. It is in this department, and this department only, you will find the complete lines of Steel Ranges made by the " Bom," " Home Comfort," and " Never Fail " Range factories — concerns mak- ing more and finer Ranges than any others in the land. Mortuary Chapel Messrs. LEWIS & MAY- COCK announce that they have added to their undertaking estab- lishment a commodious mortuary chapel having a seating capacity of one hundred and fifty and fully equipped with every convenience for funeral purposes. This chap- el is freely tendered to those who, becTuse of insufficient space at their residences, or for other rea- sons, are in need of a place where funeral services may be conducted in a quiet manner, and, if desired, perfect seclusion. No. 177 Three Forms of Eye Trouble are commonly met with— any of viliich may nave existed from liirth. Nature does not always make perfect eyes. We have near- sightedness, far-sightedness and astigmatism, which is a form of irregular sight. AU of these de- fects require attention. If a child has any of these ocular defects and is expected to do close work of any kind he must have his eyes carefully examined and wear such glasses as will correct the refrac- tion of his eyes. As well expect a child bom with one leg shorter than the other to walk without limping as to ask one bom with imperfect vision to do accurate eye wctrk without suffering the consequences. Call any day. No. 178 We come down with just two sorts of shoes. Jj shoes — 1 104 pairs from our shelves and our shoemakers' sam- ples. ?3-Soshoes— 617 pairs from our own stock. AU sizes and widths and over half of them patent leathers; tlie rest mostly black calf. Royal Wilton Rules the Carpet Family Royal Wilton is indeed the queen of carpets and reaches the extreme of beauty and ser\'ice. We show exquisite patterns — moss green grounds covered with oak leaves ; Delft blues with darker figure ; cheerful cerise de- signs ; barbaric Orientals, and roses, roses everywiiere. The coloring is superb and the thick velvety pile sinks under the tread. Happy the woman who has a Royal Wilton. Dressing tables in oak, mahog- any and bird's-eye maple, 5io to $50. Beautifully gotten up — good ideas, good wood, good cabinet making. No. 180 We make our morning bow with a good thing in bows. A large neckwear maker must always have left at his season's end hundreds of short ends of silks, sometimes enough for only two or three ties, sometimes silk for two or three dozen. That's how it happens that we've 7000 string ties from a well known house to sell at half the usual price or less. A great variety of patterns ; all 50 or 75 cent values. 25 cents. What We Are Doing- We are giving more attention to the Sales Department of our Real Estate business than ever before. We are revising our list , and we want it to contain onlysucli prop- erties as are actually for sale, at honest, legitimate prices — prices as fair to the buyer as to the seller. We seek only such properties- others we do not care for. We are putting a great deal of work into this very important department. We know it will bring results. We are constantly thinking of where we can fit a purchaser to a property and a property to a pur- chaser. We have scores of buyers wait- ing for tiie right properties. List your properties with us now — houses, stores, lots, farms — we will do the rest. No charge until we make a sale, and then only the regular commission. A Book of Interest (Cut of bank book.) More absorbing than the most thrilling work of fiction is a bank book. It's tale is never too long, nor its pages too many, and the long row of fipurcs so dry in other books are intensely interesting. liut in order to enjoy its pages eachmanmust own his own book. The way to do this is to open an account with the UNION TRUST CO., which numbers among its depos- itors the wealthiest men in the city and State. The Get-Busy Sale Is On All our fabrics are headed one way — toward our door. All our prices lean one way — toward you. Monday, Tuesday and Wednes- day our swellest $50 fabrics made to your measure for ^40. Blacks excluded. AU week long (if stock holds outl iSi4 trousers sell for $12. \\ith underprices on over- coats from Thursday on. We're cutting prices to keep our cutters cutting merrily — to add recruits to the army of MacCarthy- Evans customers. We suspect you 've inspected your Fall overcoat the last day or so. Did it stand it? Fall overcoats that will stand the closest scrutiny; top coals, knee lengths, paddocks, rain- coals. Suits of Fall weight — full of stvle. $16 to $38. As An Extra Special For To- day Only We will offer five hundre:! B. & H. Lamps, same as cut. known the world over as the best on the market. These are the latest im- proved patterns and retail every- where for $2. In attendance we have a man who will demonstrate the advantages of this lamp and explain every detail thoroughly. Come early and avoid the rush. Special for to-day only, at 9SC. No. 186 Right-Handed Kitchens There are nearly as many right- handed kitchens as there are left- handed, and yet nearly all ranges are " left-handed " — that is, they are modeled so that when you st.ind facing the oven the grate hearth is at the left. The " West-Shore " range is made either right or left-handed, and you can choose a " West- Shore " in any of its sizes tliat will best adapt itself to your right or left-handed kitchen ar- rangement. That's a " West-Shore " ad- vantage worth your consideration, but tliereare other" West-Shore" ad\'antages. Watching Your Watch to see hnw far wrong it is might be a confidence losing sort of pas- time, but if your w.itch has ever kept accurate time I am pretty sure I can make it keep accurate time again. Of course the needed repairs will largely dept nd upon how much y^-u have neglected ys at Si because they are riglitly made and made of right materials. We guarantee them for a year nut because tliey will not last longer, but because after one year's use any defect of material or work- manship would have become man i- fe'^t. As a matter of fact witli or- dinary care one of these bottles will last four or five years. Vou cannot duplicate them for $1.25 anywhere else. Coffee and Cakes at Blake's Genuine Vermont maple syrup and Dillon & Douglass Gold Medal Creamery butter with the cakes. Gail Borden's Peerless Evapor- ated Cream with the coffee. Coffee, 5c,; Cakes, loc; Sau- sage, loc; Cereals, 5c. No. 201 Why add to the danger of walking city streets ? Why risk wet feet when dry feet cost no more? No good reason, so long as we sell '^Dry Foot " Shoes and guarantee them. A stylish, waterproof walking shoe. »s- . ^ In boys' sizes, 54- No. 203 Free Delivery of Fried Oysters and Clams To-Morrow Boxed and sent warm anywhere in town for 25c. a portion. Two slices of toast and a relish in each box, Get your orders in as early as possible, that there may be no dis- appointments, for everybody lunches at about the same hour. No. 203 "Prescriptionist" long word but comprehensive. A " Prescriptionist " is one who makes a specialty of compound- ing Doctors' prescriptions. This is our specialty— therefore. No. 204 When soft snowflakes fly and you want your feet dry — "Dry Foot " is the shoe. Waterproofed through and through, and a good looker too; it's a good thing to try. $5. Guaranteed. Bargains in Enamel Ware We have specially low prices for the next few days on good enamel w^ire. It will pay you to call and see us. Preserving Kettles at unheard of prices. No. 306 We never understood why so many merchants underestimate the importance of tlieir under- wear department. To us it's a matter of pride to have a variety which includes every good material in the best fitting makes, and to make special provision for stout men who need stout shirts as well as drawers. So besides all wool, all cotton, and the merinos which combine them, we have the best special- ties like Dermophile, Deimel Linen-mesh and Ramie. There's a merino at $1 a gar- ment which is a daisy. No. 207 Maple Syrup This IS not Brown Sugar flavored with a little Maple— it is pure Maple Sap boiled down to clear, rich Syrup. We have this week received 100 gallons right from the " Bush " in Vermont. Gallon, $1.50; Quart, 40c,; Pint, 20c.; J4 Pint, loc. Bring an empty jug. No. 208 We're right in the swim with bathing suits— have the new grays in plenty, as well as the standby blues, blacks and stripes. Bathing or swimming suits — the latter haven't a sign of a slee-ve. $i to $6. Underwear I Why, you can scarcely think of a good thin sort that we haven't here. Negligee shirts; $1.50 to 1^3. 50. N«». 209 Wear a Smile on Wash Day Monday is wash day, but if you have one of the washing machines your washing will be out early, your back won't ache, and you can wear a smile at dinner time in place of the usual *' wash day frown." No. 210 Japan's Great Fighting Strength Is due in no small measure to the healthy stomachs of her hardy lit- tle warriors. If you would wage life's battles successfully, keep your stomacli and health in good condition by eating Prof. Hart's Brown Bread, made of entire wheat flour— delicious, nourisli- ing, easily digested. Price, 6c. loaf, delivered. Write or 'phone. We know that a great deal is expected of our boys' clothing Iiecause of our reputation as mak- ers of fine clothes for men. So we set up the same high standard for the boys' chfthing^ and make no bid for the "cheap" clothing business. The result satisfies the increas- ing number willing to pay a lair price for fine goods, and upholds our reputation as thoroughly re- liable clothiers. Fall and winter suits for boys ^5 to $14. Everything men and boys wear. No. 212 Is Baby Worth 25 Cents? A bottle of Dr. Hill's Cold, Cough, and Croup Tablets costs that much. They will relieve any case of spasmodic croup in one hour. So pleasant to take the children cry for them. Do not contain any coal tar product or opium in any form. Break up a cold in 24 liours ; cure a cougli in a short time. If your druggist cannot supply you, send 25c. to HUMANE REMEDY CO., Des Moines, Iowa. No. 213 Beer Steins Something for " him." A Beer Stein to set off his chamber, his librai-y, or his den. The shapes will charm you ; the decorations and inscriptions will please him. They come from Germany, Aus- tria, Bavaria, Norway, Sweden and Japan, but all carry a hint of King Gambrinus, fat and gay, of students' songs and merry maidens in quaint, old, gabled towns along the Rhine. Tiniest to tankard No. 214 Oriental Rugs A royal gift to the friend whose hospitality you have enjoyed— what could be appreciated more by that friend? Pay almost any price you please — $1.50 to $10,000 —but of course we'll sell more for gifts at between Jio and $100 than at higher or lower prices. This is by far the greatest Ori- ental Rug Store in this city — con- noisseurs will tell you so, though anybody can see it without being told, A more varied stock and better values than anyi,vhere else — some at less than usual import cost. No. 215 We make no "cheap" clothing for boys, but our prices are moderate. To point the tale — Norfolk suits, jacket and baggy knickerbockers, cheviot mixtures; sizes 8 to 16, $5 to $14. Sailor suits; cheviot mixtures and serges; sizes 3 to 12, $5 to $10. Fall overcoats; covert cloths; sizes 4 to 16, $7.50 to $14. Single-breasted suits; coat, waistcoat and knee trousers of fancy cheviots and serges; sizes 10 to 16; J8 to$iS. Rain coats of cravenetted cloths; sizes 6 to 16, $12 to $iS. 182 POWELL'S PRACTICAL ADVERTISER. ■So. 216 Baldwin's Just Cut a Cheese And if you are a cheese lover you want to get in on a slice of it. It'll just suit you if you like a rich, creamy, mild, Vermont cheese. No. 317 While }i size collars double your chances of getting your proper and comfortable collar fit, they also double the slock a dealer must carry. Naturally they're not popular with dealers, and we beUeve there's no other house in town that carries anything like as full lines of % sizes as you'll find in our stores. That they are popular with wearers we know from our largely increased collar sales since we installed the J^ sizes. A i^ size here is a J^ size, because every collar in our stock so marked was separately meas- ured after laundering. A quarter each or two for a quarter. li sizes in boys' collars too. A Holiday Hand- kerchief Display without an equal. We began to place our orders for holiday handkerchiefs as long ago as last July, And we've been collecting ever since. Whenever the opportunity offered to add something really merituri- ous to tlie assortment we did so. The result of this forethought is spread before you at this time. It calls forth many expressions of delight, for there is nothing worth havmg in handkerchiefs that we cannot supply. (Descriptions and prices of handkercliiefs under heads, " For Women," " For Men " and *' For Children.") Handkerchief Boxes Free with each half dozen above the iz^c grade ; five cents each when sold singly. No. 219 Wondering what you're going to wear this Fall ? Most likely a worsted or wor- sted-cheviot suit — they're the cloths most in favor with the crack tailors. Most lucky, too, for they'll outwear all softer sorts of stuffs. You can see how handsome they are — our Fall suits are ready. How about a Fall overcoat ? Cool Weather Refreshments From now on you will be able to enjoy our delicious hot soda. Hot Soda has higher food value than cold soda. It is concentrated warmth and nourishment. When you are tired, thirsty or chilled, this list should look good to you. Hot Chocolate, Hot Lemonade, Hot Ginger, Hot Malted Milk, Hot Beef Tea, Clam Bouillon, Tomato Bouillon. Christmas Furs All this talk about " honest " furs and certain knowledge some people possess on the birth and life of each dear little animal is getting farcical, ^'ou don't need to know any such stuff when you buy from a reliable house. With us your child can do as " smart " buying as you can do yourself. We sell our furs " as they are," for " what they are," and as low as any honest mer- chant can sell them. Buy what you want here ; if it isn't what we say, tell us — and your mf)ney will go back to you like a shot. When you see hats at $$ and $4 advertised by reputable mer- chants as " just as good as any S5 hat" you must be puzzled, even allowing for the well known fact that an exclusive hatter's label carries with it an extra profit. The key to the puzzle is in the word " good." To illustrate : a ?i6 frieze over- coat may be as " good " as a $60 Montagnac because it gives all the warmth and wear any over- coat can; it cannot be as " good " when richness of appearance is the standard. Similarly, our ^3 Derby gives all the wear that any Derby can and is richer in appearance than any other $3 hat we know. But for all the richness of the standard $$ hats, and more — our $4 Derby is the thing. No. 223 "Of the things that make for happiness, the love of books comes first." — Myrtle Reed. A good book lasts through eternity because it makes its im- press on life. The unmistakable tendency of St. Nicholas and his army of happy co-workers to Buy Books for Christmas Giving is growing in strength and popu- larity, and " there's a reason "and a "result," too, A gond book conveys— with delicacy and refine- ment — the tokens of love and re- membrance, and gives not only immediate pleasure but it is a source of lastmg enjoVnient and good cheer. If you haven't been giving books (and real pleasuru) try it this year ; if books you have always given, your friends hope you will continue in that delight- ful way. (Titles and prices.) Hantj a Piano on your Christmas Tree. Little eyes will brighten, sober faces will smile, tlic whole family circle will be drawn closer in the bond of " Merry Christmas " un- der the charm of music from your own piano. Do you know how much sun- shine a good piano will bring into ynurhonie? Try it — you will be suriirised at the results. We offer you the largest stock of pianos to select from. We offer you the finest makes to choose from — Steinway, Knabe, Ivers & Pond, Kmcrson,T„udwig, Gabler, Smith & Barnes. We offer you lowest prices and most liberal terms, ana have a 25-ye.ir record back of us to assure you tlial we will do as we say. Splendid Furs for Xmas Presents The furs are a necessity this season because winter coats are not designed in sucli manner as to give proper [irotection to the neck. From a collection as large, as varied and as carefully chosen and reasonably priced as ours there will be no trouble in select- ing what each woman wants. Let us tell you something — just give you a hint of prices. If you'd see a nice black fur collarette spread out in our show window that was sixty-four inches long and of good generous width in the center, you'd never guess that ir would cost you only 1^1.50 to own it, would you? Look at that other one. It's a rich brown fur full seven feet from tip to tip of the three tails. It has silk cords and silk frog loops and the neck at center is flat and wide. You'd be proud of it if you didn't know the price, so let us whisper — ^153.50.) If these are so good what should you expect to get for Sio and up- wards ? You will not know unless you come here and see. Will you do it? If you can't come your- self, can't you send some one ? If he buys a fur that you don't like, just tell us about it. We will ex- change to your satisfaction. There's all sorts of neck furs and muffs — priced up to J35 each. 226 We stepped into the Derby business years ago with a S3 Derby that wears as well as any Derby made. After our $3 hat had become famous we added a $4 Derby which bears the same relation to our $3 hat that a luxurious $50 overcoat bears to a stout jiS frieze coat. This $4 hat is in every way equal or better to any sold at $5, wiiile our ^3 hat remiins, as always, tht Derby which gives the most wear possible for each dollar invested. No. 227 Give Him a Safety Razor for Christmas There is economy in it. Any man would rather shave himself if he could. Any man can give himself a clean shave with one of our safety razors. A very neat gift ; comes in a case — outfit com- plete. Have ooe — or anything you wish laid away till Christmas. S. W. TASCH, Jeweller and Optician, 13 White Street, Danbury, Conn. Peck & Snyder Skates, 50c pair. Patent Buckle Straps, loc pair. No. 228 A Good Christmas Idea You're doubtless puzzled abmit what to give niimy of your friends, aren't you ? Why not supply us with their names and addresses and have us send direct an exquisite box of our candies, or a fancy basket of fresh fruits? Lots of folks are doing this. " Waste not, want not.'' A scarf maker of renown prac- tices that good old rule — saves his remnants. We couldn't waste a chance like that, so had him make up the remnants into four-in-hands — not many of a sort, but all good sorts. With a few hundred $1 scarfs thrown in from our regular stock, we have something over Sooo four-in-hands — not one of them less than 50c. quality and tlie vast majority quiet, rich patterns which the most modest gentle- man could wear. Clearance of Gas, Electric and Com- bination Fixtures at twenty-five per cent, discount. A good chance for property owners who wish to replace the fixtures in one or two rooms of the house. The fixtures in this clearance are all samples of the best gas, electric and combination fixtures we've shown. Only one fixture of a kind left, but every style is good and every fixture is perfect, A big variety to select from, and at the clearance prices you'll save one-quarter of what such fixtures usually sell for. No. 231 Whether you work or play to- day — we've everything you'll wear. We work — stores open. We Want Your Laundry Bundle 52 Weeks in the Year If you send it here once and it is not satisfactory you will not send it a second time, will you? We want your bundle and do our work accordingly, making your clothes pure, sweet and clean. •Send your laundry work here once, we'll prove our assertion. N<>. 'iaa P^oot Balls and Punching Bags at $1.00 up Sporting goods are the ideal gifts for boys. A Punching Bag or Foot Ball would give tlie most pleasure to the youngster. No. 2;i4 We have the ordinary ?i 50 walking glove beaten — ' hands down." Have a heavy tan walking glove uKide specially for us to sell at $1.50 as a specialty — a sort of handy advertisement for our great big glove business. CYCLOPEDIA OF LOCAL AND RETAIL ADVERTISEMENTS 183 No. 335 No. 330 No. 249 The Sleighs Are Ready When You Are Tliere's Roing to be lots of sleigliing this winter, so the weather man says, so you might as well start in right. Our stock is ready fur your inspection and it is a dandy. There's a large va- riety, with style in every one and the prices are right. Our stock of blankets and robes is in and it is the biggest and best we ever had. No. 336 We've been filling in. Just when all clothiers are tempted to let their overcoat stocks run out, we've filled in missing sizes and now have a fresh and full stock at the medium prices. Higher up, at S32,?35 and $38 the bald spots have been covered by marking down many of our finest overcoats — garments that were from $5 to $17 more. With the material reductions in mixture suits, this makes a stock unusually attractive. $5 Christmas Suggestions Many people want to spend about this amount for a Christmas Gift. We have selected a few articles at random out of our im- mense stock, and shall be pleased to receive a visit of inspection on your part. Ladies. Pearl Opera Glass, fine quality lenses, $s ; Chatelaine Watch, good time-piece and fully guaran- teed. $5 ; Rings set with genuine pearls, $$ \ Silver Toilet Set, brush, comb and mirror in a case ; a beauty, $5 ; Brooch, solid gold; large variety, $5; B^ck Combs, also Side Combs, fifty patterns, ^5; Manicure Set, ster- ling silver, in case, $s '■• Gold mounted, pearl handled Umbrella, $5- Gentlemen. Gold Fobs, large variety, $i ; Stick Pins, solid gold, set with diamond; exclusive design, J5 ; Diamond mounted Cuff Buttons, $5 ; Opera Glass, extra quality, ?5 ; Gold mounted, all-silk Umbrella, J5 ; Military Set, silver and a beauty, ?s ; Solid Gold Rings, endless variety, $5 ; Chain and Charm, $5: Shaving Set, $5; Brush and Comb in case, $$. Hundreds of other suitable gifts to fit every taste and every purse. Make your selections early — a small deposit will secure the arti- cle for you. No. 338 Milady's Desk Buy from the complete stock. With pigeon holes and drawers enough to tuck away the hundred and one things a woman always likes to have under lock, and key. Done in half a dozen woods to match up with the suit in milady's chamber. Some of the most beautiful designs that have ever been reproduced in mahogany — old colonial styles in dull finish with cut glass pulls are among the rest. Your summer coat of tan ought to ho rain proof. T.m coverts, cravenetted, are here in plenty, beginning with a crackerjack at $20 that's extreme- ly light weight. Other shades of cravenetted coats ready too. No I the $2. 25 sale shoes aren't all gone yet. A Long Run Faster falls on April 23d this year — very late. Three solid months of " social season"! It will go hard with that old Dress Coat. Full Dress Suits, silk lined, $25 to S50. Tuxedo Suits, $22 to $35. Dress Vests, $3 50 to gio. They're all Yates-made." Throw No Shoes Away that are worn broken or run down at the heels ; we repairthem equal to new at little cost. Work Guaranteed. We've made a touch. Have already given our stores a touch of Fall by showing some of the best coming Fall's Suits: the best always come first. Still have some of the sale soft hats at ;?i.85. Will Not Be Home to Lunch To-day The holiday trade will force many ladies and gentlemen to lunch down town. Our "ready dislies," printed on our daily menus, offer a tempting variety for a light lunch or a substan- tial meal. Cuisine and service perfect. Surroundings attractive. Ladies' entrance on Church street. No. 244 You have heard us say that Gas is cheaper than wood or coal. In order to do so it must be used economically. '*How to Economize Gas" Have things ready to cook be- fore lighting the Gas. Don't use a large burner when a small one will do, and turn down burners so as to use what Gas you need and no more. Use the Summerbumer to keep kettle boiling for soups, stews, vegetables and to keep food hot. Have a blue flame on your range by adjusting mixers. A blue flame is economical. When you do these things you will be satisfied. Ranges — Detroit Jewels and Iduals 53 down and S3 per month. What Credit Means at Christmas Have you ever thought that Cliristmas with all of its pleasure and gaiety was really "worrying time?" It is " woirying time" to the majority of people, and all of the worrying grows out of one question : How shall I pay for the things I want to buy? The ques- tion is simple ; the answer is sim- pler still : '• Let Credit Stand for Money." Tlie Credit Plan was not inau- gurated without a definite object in view. It is simple ; it is prac- tical ; it is appealing to thousands of people. Why not you ? Let Christmas eliminate every symptom of care and trouble about paying. The Credit Plan goes hand is hand with a Merry Cliristmas. Tliere are some suggestions fol- Inwing that tell of practical, use- ful and thoroughly good things for gifts. The price range is merely to give you an idea of how much you need have charged. Men's Department; Men's Fancy Vests, $3 to 55; Men's Winter Overcoats, $10 to $2$ ; Men's Dress Shoes, $3 5° to $5 ; Men's New Hats, $1.50 to $5; Boys' Sails, $2.50 to' $S ; Boys' Overcoats, J3 to ?S. Women's Department: Wo- men's Silk Waists, §3 50 to $12; Women's Dress Skirts, ^3 to5"S ; Women's Winter Furs, $2 to $25 ; Women's Stylish Coats, $2.so to $2$ ; Ctiildren's Coats, $5 to $15 ; Misses' Suits and Coats, ?io to $15- No. 346 A Good Time to Buy Black Silks Many a good mother or grand- mother gets a handsome black silk dress pattern from some one to whom s/t£ played Santa Claus in the long ago. We have al- ways sold a lot of them for gifts, but we have not often been able to offer such an array of good silks below value. Christmas Slippers for All Slippers will serve as appropri- ate Christmas presents as long as the Yuletide thought means the giving of comfort and pleasure to the recipient. All kinds are here for every member of the fam- ily — and so many styles that you can differentiate to a nicety in the slipper requirements of all those down on your list for slipper giving. No. 248 "Off Duty" In the attic you doubtlessly have stored old furniture, out of service simply because it'sscarred and nicked. Did you know the value of " Lacqueret " — the great wood restorer, tilings would soon be different. It conceals all scratches and nicks, makes all old wood-work as beautiful as new. Can be used in a hundred ways about the house. Qt. Cans, 75c. Nobody can safely say just what kind of weather— and walking — We're going to have during the next couple of weeks, S^ife guess it won't be of the summery kind — This is New Eng- gland, you know. So long as you keep your feet dry and warm, it won't matter much. Have you seen the new Fall and Winter weights in Milford Shoes? Same as summer price — $i. Young Man Two cigars a day would buy you a nice home in twenty-five years, and your wife would have a hus- band she could be much prouder of. Get a pass book, save your money and see your monthly pay- ments grow. We have been in business 22 years and have handled two millions of Bloomington peo- ple's money. Holly Ribbon Another Bright Thouorht for Christmas Most everyone will be using this pretty Ribbon to give an extra touch to their Christmas gifts. It comes in a soft white Duchess ground, with festoons of ricli holly berries and leaves; and here's another suggestion — why not use it for making bookmarks ? Widths are M,i,i% and 2 inches, and prices are accordingly, Sc, i2'.'C., 17c. and 25c. a yard. No. 253 All Languages Spoken in the Foreign Department of this bank. Money sent anyi^'here in the world at moderate rates. Steamship tickets for sale — direct agent for leading lines and Hartlett's Foriegn Tours. Letters of Credit and Travelers' Checks issued. No. 253 Lamps Lamp-light is best for win- ter evenings. It illuminates soft- ly, strongly, diffusively, and is surer and steadier than any other. Our Lamp stock is an art collec- tion. Metal was never before wrought into such unique forms — bowls and globes and shades were never before enriched with such exquisite decorations. The groups of Candelabra and Electroliers will please and interest you. No. 254 Whoop it up I Get as enthusiastic as you please over selecting a Fall suit. Our candidates for the honor will back up all the good things that are said about them. $16 to S38. 184 POWELL'S PRACTICAL ADVERTISER. No. afifl So. 271 A Bad Neighbor One Lad neighbor often creates a whole lot of trouble^one bad tooth will soon maks a mouthful. A gold crown will permanently restore that one— even if quite bad. We guarantee every opera- tion to be painless. Gold Crowns A Gift is None the Less Welcome because it is practical and will do somebody some real good. We pack and send away for Christmas, assorted boxes of the very nicest, newest and daintiest things to eat and drink imagin- able. Their cost runs from Ji up to $io each (the S3 and $5 boxes are the most popular). You can tell from the Printed List exactly what each box contains -and a Postal, a Telephone or a call will fetch the list. Think it over. Four Chairs at our handsomely renovated bar- ber sliop I That means quick service and no long waits. And we promise you'll find a good barber at every ch.iir I " You're next I " Xo. 258 If It Isn't Right, We'll Gladly Make It So That is our stnnding offer on whatever you buy of us. We wariant every article to be exact- ly as represented, if it ptoves otlierwise, we'll gladly "make it good," either in exchange of goods or the cash. Can you think of a safer basis on which you can make your holiday pur- chases in Diamonds, Jewelry, Watches, Clocks, Cut Glass, Silver, etc. We do a lot of Watch Repair- ing just because we do it well. Xo. 369 Why Do Ladies Bowl? Because: It is healthful exercise. It saves them doctor's bills. It improves tlieir complexions and makes them more graceful. Boys* Books *' Joe's Signal Code," by Hea- ser; " In the War With Mexico," Dy Brady;" With Kthan Allen of TicondL-roga," by Foster; "The Pathfinders of tin: Hevoluiion." by Oriffis; " Witli Rodgers on the Prcsidcni," by Otis. These books — for boys from 12 to 15 years of age -sell usually for ?i 25 and ^1.50. Our price, qsc each. **Cinderella" Revised An opportunity for the Mil- waukee woman with the smallest foot. We are displapng in our show window to-day a pair of Pingree- Ufade $7 Ladies' Shoes, ^s pretty a pair of footgear as was ever turned out. Tliis pair is in a very low number, not too small, how- ever, to fit some Milwaukee women. We will present this pair of shoes 10 the lady who can wear them, the only condition im- posed being that the claimant must be a re?;ident of Milwaukee and must call in person at our store to have the shoes tilted. Eat Them Dry or toast them on the gridiron or in the oven and serve them warm. They make a delicious relish for the failing appetite. Some call them Digby chickens. We call them Smoked Herring and they are selling to-day at 15c. a box. Try a box to-day. They will keep a long time. Xo. 263 That Xmas Piano Should be purchased or reser\'ed now. It's not a bit too early. Then you don't have to go all over town to look at the different makes before buying — We've Got It Here We keep more different high- grade pianos than any other two nouses here. (ilance over this partial list — you'll find nothing common among them. Chickering Gabler Behr Bros. Smith 4 Barnes Haines Bros. Krell And others of standard reputation that you can buy on the Easy Payment System. No, 204 We hope you're not above wet feet. We've been above having them, since we waterproofed our " Pe- destrian " walking shoe so well that we can guarantee it water- tight. Don't Bake To-Morrow — have us do that for you. I f our Pies and Cakes and Pastries were only just as good as you can make in your own home kitchen, our only argument fnr your patronage would be through saving you trouble. As it is they're better than ynu can makt-. We use the same high-class ni,i- terials you use at liome — the finest creamery butter, etc.- but we have facilities and experience that must naturally be lacking outside such a bakery as this. H.Ave us bake a Pie or a Cake for you on a trial order. Boys* Shoes What better Christmas present can you give your boy than a pair of shoes— or what will tickle him more than a pair of gum boots ? Bcjth are here in a large variety of styles and sizes at small prices. (Items and prices followed here.) His Present Hoskins Chair No. 677)^. Upholstered in real leather; framed in quartered oak. An ex- clusive value, atSi7. A revolving desk-chair is one of the happiest solutions of the frequently puzzling question of what to give paterfamilias; Our stock of revolving desk- chairs embraces the widest pos- sible variety of patterns, and our prices range from S5 to $50. Elastic Bookcases. Every wood, in all the different finislies, to harmonize with any scheme of furnishing. That Boy will want something for Christmas that comes from our store. Skates -the best makes in all kinds and sizes— all clamp, or key clamp or to screw on. 50 cts. up. Sleds — A large assortment of good sleds including Flexible Flyers, 75 cts. up. Pocket Knives — Every kind a boy could ask for and the best every time for the price. 25 cts. up. Express Wagons — Some good ones that won't go all to pieces. 90 cts. up. Buckboards — Three kinds of buckboards and several farm and patrol wagons. $3.25 up. Tool Chests -Some are only toys, but most have good tools from our stock, ^i .00 up. No. 209 Visit New- Haven's Largest, Lightest and Handsomest Store Doesn't seem possible, does it ? Thanksgiving past and Christmas just ahead ! Got to think serious- ly of Winter clothes now — and gifts as well. You'll find us pre- pared for you — the best overcoats in all the new styles — ?io to 55"; the smartest suits, J15 to $28; fix- ings for day, evening or night wear, proper hats and shoes and warm wear generally for man and boy. We're showing the largest and most varied stock ot holiday wear. Ready when you are, at tne Big Store. No. 270 Very Best Holly — fine big branches, fresh from the wonds of Virginia and just what Bangor storekeepers and housekeepers want for their holi- day decorating. What's your order? Why Not a Clock? The bright face of a good clock and its ceaseless tick-tock would call to mind the giver every hour in the day. Gilt Novelty Clocks— 51.25 to $10.00. Gilt Mantel Clocks— hour and half-hour strike — $20.00 to $75.00. French Traveling Clocks, in leather cases - $5 .00 to $40.00. Gilt Sets — $10.00 to $35.00. Bracket Clocks, in oak or ma- hogany cases — S'i-25 to $90,00. Enameled Iron Clocks— ^.00 to $12 00. Alarm Clocks— 85c. to $3.50. Cuckoo Clocks— $5.5010 $25.00. Hall Clocks — $32,50 to $400.00. Drop in and Have a Bite the first time you come to Dan- bury. You'll find my Quick Lunch Bar a good place to re- cuperate, I keep open house from 5 a. m. till after midnight, catering to hundreds daily. More towners and out-of-town- ers coming every week to like the wholesomeness of the fare and the cleanliness and order of the new place. I am having a big run on shell foods at present. Oysters on the half, stewed or fried. Clams in chowder, or any way you prefer to have them served. Coffee and rolls, IOC. My bill of fare em- braces a hundred appetizing items. Regular dinner daily, 4 to 8 p. m. — 30c. No. 273 May We Suggest AS A Suitable Gift ONE OF THOSE New Carriages SHE ADMIRED THIS FALL Your wife may have admired one of tli')se swellclosed carriages we are offering, a station wagon, a bioguhani. or a coupe rockaway. They are the acme of style in vehicles, and the superb excel- lence of the maierial and work- manship is in keeping with the elegance of the style. The great present and the still greater pros- pective improvement in the streets makes a fine carriage a source of pleasure. Never have we had such a fine assortment, and never have fine vehicles sold so ranidly as this season. No trouble to show tliem to v<»u. Santa Clans Has Taken Possession of this Great Toy Store Old Santa Claus, with ne'er a pause, h.iS worked hoXh day and nigtit, to make these tnys for boys and girls who try to do what's right. The jolly eli is here himself, 'midst all his queer creations, and his quick ear is sure to hear your whispered expectations. CYCLOPEDIA OF LOCAL AND RETAIL ADVERTISEMENTS 185 No. 375 No. 379 No. 284 lOO-piece Dinner Sets, $12 ; regularly $\8 The same quality, decorations and sliapes that we keep in two open-stock patterns all the year at $ 1 8— so you can replenish whenever necessary. This special lot goes in sets at Ji2, because the factory made a concession in price, The accompanying ticket shows exactly what the set contains. 12 Dinner Plates, 12 Tea Plates, 12 Soup Plates, 12 Preserve Plates, 12 Butter Plates, i Meat Dish, ist size; 1 Meat Dish, 2d size; i Meat Dish, 3d size; 2 Cov- ered Vegetable Dishes, 2 Un- covered Vegetable Dislies, I Soup Tureen, i Sauce Boat, i Covered Butter and Drainer, i Pickle Dish, 12 Cups and Saucers, 100 Pieces, Price S12. Note— In china it is customary to count covers of dishes and saucers as separate pieces. No. 276 Don't Spend All of Your Xmas Money for toys and knick-knacks, open a savings account for child as tiie best Christmas We pay interest. but your gift. No. 277 Apples Picked off the trees and not off the ground. Sorted by hand and not with a shovel. Packed in barrels and not in box cars. And now is the lime to lay in your winter supply. We will soon receive a car-load of Michi- gan and New York choicest barrel apples and will retail them at a remarkable low figure. Fancy Kings; No. i Spies; Baldwins; Greenings and Rock Russctts. Ranging in price from $3 to $Z--$ if taken before they are put in the cellar. No. 278 An Iron Man Climbs a Ladder! Have you heard about him ? U not come to our store to-day. We want all the buys and girle to see this inleresting new toy— an Iron Man Climbing a High Ladder just as quickly as a real man could do it. Our large and ex- clusive Toy Display continues to be the center of interest. There are hundreds of new mechanical toys here that you ought to see. It will make you laugh to see those Dancing Black Dogs, Kicking Mules, the Mule Playing a Drum, the Boy Riding a Runaway Pig, Quacking Ducks, Lowing Cows, Bleating Sheep, etc. The Greatest Doll Show ever held under ruof in Leavenworth. They are here in all styles, sizes and prices. Some are dressed in silk, some in cotton, while many have no dress at all. Standing dolls, sitting dolls, sleeping dolls and wide-awake dolls. Come in and make your holiday selections at once. We Will Beat or Meet Any price offered by any repu- table coal dealer in Brockton for full weight, good quality coal. Our $7.75 Peerless Stove Coal in tons or Baby Bags is suiting hun- dreds of cooks. Beautiful Gift Furniture There can be no more service- able Gift, nor one that will prove a more constant reminder of the giver, than a pretty and useful piece of furniture. There's always room for another rocker, or a couch. Some nooks seem made for a little parlor table; and the hall witliout a hat rack looks bare. And as for those big, easy Turkish chairs and rockers, wouldn't anybody welcome such a gift ? Or a Morris chair. Then a curio cabinet or china closet. How much more at ease one feels to know that her treas- ured bits of china and bric-a-brac are safely and appropriately housed in a handsome cabinet. And as for sideboards and women's desks — but why enume- rate ? Our Furniture Depart- ment does not contain a thing that wouldn't please and satisfy as a gift, whether for one's own home or a friend's. The following items have been selected for tneir extreme ap- propriateness, and are reasonably priced. There are few homes in which one of them would not be a higtily treasured acquisition — the styles, construction and finish are of the highest character; More of These Coats at $22.50 We announced Silk Coats like these, a few weeks ago— the Most Remarkable Coats for 1^22.50, the finest garments possible at the price. Women came— saw — and eager- ly took them all. Here's the happy opportunity once more : Coats of fine black taffeta, 36 inches long ; sunburst accordion plaits falling from a yoke ; fancy sleeves, taffeta stole. T/te black silk-and-lace collar is hand-made. ;?22.5o. No. 283 Blankets Cleaned in a sanitary way that restores freshness and beauty. Allow us a trial blanket- we're sure then of the rest, for our perfect process is the result of 45 years' experi- ence. Prices are very low, too. No. 383 'Phone Books Bound, 25c. It's hardy to have the Wash- ington secuon of your telephone book boui d separately. We'll do it for 25;. Wrappers and Matinee Suits at 88c A yearly carnival of house gar- ments that almost countless wo- men look forward to with impa- tience. The event which will have its inception tomorrow will be the greatest of all. There will be an innovation— besides the dainty, comfortable Wrappers there will be introduced a chic little " Matinee " suit. All actual $1.50 Garments at S8c. No. 285 Tuxedo Coats Every society man ought to have a "dinner" coat. It's a more convenient, smarter garment than the "swallow-tail" for stag affairs. We have some o£ these coats beautifully tailored, 90 per cent, finished, and can be finished to fit you in two hours or less. Price 513-50. Full dress suits, $25.00. No. 286 Gift Furs The elegant and the inexpen- sive. Those who contemplate giving Furs for Christmas will find our immense stock and Low Prices great aids to satisfactory selection. Our reputation guarantees re- liability, no matter how little prices may be. Goods held for delivery at any desired time. Christmas Suggestions T-lie Reliable's plan for the Holidays has so pleased the people that they have responded, not by scores, but by hundreds, and our books are filling with new accounts. No such plan has ever before been proposed by a furniture house. It allows a full expression of holiday sentiment without having any effect on your cash resources. Heretofore it has been impossible to secure easy terms of accommodation on any- thing, save that intended for your own use. Now, according to our new plan, you can give away any- thing we have in stock and take the same time and way to pay for it. We will make the deliveries at or close to Christmas time, as you desire, and you may even come now, make your selections and have them laid aside until you want them delivered. We are sincere in every word uttered in this advertisement, and the plan is at your disposal precisely as stated. Nearer and nearer we are approaching that ideal method of merchandising which is des- tined to throw aside all ancient plans and make buying a real pleasure instead of a burden, as It is in many cases. We are ele- vating and dignifying credit pur- chases, and eventually you will think of the Reliable Furniture and Carpet Co., alone, when you think of furniture and household necessities. Our Store is open evenings for the benefit of those who cannot conveniently shop during the day. To-Morrow Is Wash Day again at the Conser Laundry. While busy with your Christ- mas shopping send t1ie family washing to the Conser Laundry. Rough Dry 5c. the pound. No. 289 Wholesome Sweets Whipped Cream Chocolates. Described. Chocolate creams, with a soft, frothy center, unus- ually delicate and light, in vanilla or chocolate flavor. 20c a pound, regularly 30c. Fresh and pure. No. 290 How Would a Dress Pattern Do? Lots and lots of mothers and daughters, and sisters, too, would much prefer a practical gift- material for a dainty house or evening dress, a street dress— to some trinket or ornament they have no special use for. Here are three specials for to-morrow that may help you out • (Descriptions and prices.) Babies' $5.00 Corduroy Coats $3-49 Any little one— 2 to 4 years old —on your Christmas list? If there is, here is the swellest little Corduroy Coat, full box effect, with double row of pearl buttons in front and patent leather belt. But that's not all of it— there is a large pointed collar, trimmed with lace medallions and edged with cord. A S5 coat inside and out — for to-morrow it is specially marked ?3.49- Every coat warm- ly interlined. Bruwn, blue, tan and garnet. More gifts for tiny toddlers. (List and prices.) No. 292 Women*s Correct Hosiery The novelties in stockings will receive the first showing here from now on. New importations of the very latest effects will arrive every week or ten days. This will be a new way of doing things compared with the old way of having them come in great lots —means getting a greater variety of the exclusive things. The latest dictates of fashion demand a color scheme from bon- net to foot-gear. Among the leading and most exclusive shades in hosiery are violet, geranium, emerald, morocco, French blue, aqua marine blue, livree shades, biscuit, tan and onion. White will also be notably popular. Daintily embroidered in self or contrasting colors, in plain lisle of sheerest Gossamer fabrics, lace ankle and lace allover. 186 POWELL'S PRACTICAL ADVERTISER. No. 293 No. 297 No. 302 No. 306 Suits for Stout Boys Our Boys' Clothing Store is prepared to serve the stout boy unusually well. To-day we show an excellent group of new Double- breasted Jacket Suits, with knee trousers, especially adapted to his needs. We should very much like to have parents come in and see these handsome suits — parents who want to clothe their young sons with tasteful and ser\'iceable suits and at the same time exercise their thrift. All-wool — every thread. And besides their stylish, good looks, there are many points of goodness in these suits that are invisible— but they tell in the wear. Double-breasted Jacket and Knee Trousers ; sizes for 12 to 16 years. In mixed cheviot, at ^6. go, $7 50 and $8.75, In blue serge, at $6.50 to gio. No. 294 Win Her With a Diamond Buy your loved one a diamond for Christmas — the rest will be easy. Diamonds $7.50 up. Our part payment system makes a diamond easy to buy and easy to pay for. Drop in, we will be pleased to show you goods and give you full particulars. We re- quire no money down at the time you buy, and make terms to suit you. Xmas is Coming- Celebrate the New Year by opening an interest-hearing sav- ings account with the National Safe Deposit, Savings and Trust Company, This company has 2:5.000 such accounts, and has im- proved frtcilities for the accommo- dation of as many more. Executor of Wills. Adminis- trator of Estates. Guardian of Minors. Thomas E. Jones, President ; E Francis Riggs, Vice-President; W'm. D. Hoover, Vice-President and Trust Officer. Exquisite Creations in Easter Millinery All honor to the stunning crea- tions which brought thousands of women to our opening the past wetk. We were never quite so satisfied with our display 01 hats, and the enthusiasm of the throngs of styl- ishly dressed women who visited the department during the opt-n- ing days is evidence that the ele- gance of the Millinery is ai>i)reci- ated. But there is something more than elegance to all this finery, they are practical and serviceahle Hats. And we might also add that thty are very reasonable con- sidering the material used. We have made up a collection of beautiful Hats from ttnj open- ing display and marked iliem specially as an interesting feature for Monday. They are very ele- gant French Hats. The special price will be $25.00. A Waist for a Girl A Christmas suggestion — Silk Waist in a dainty gift box. Think it over! No! better come and see the waists — they'll persuade you. These are merely a handful of the many lovely ones : (Descriptions and prices.) No. 298 Frames for all pictures — Pictures for all frames. New Middletown post cards. The first two of our new series of local souvenir cards are just in — more to follow. These are views of the State Hospital and Thrall Park, which are gems of color work. " Pretty enough to frame," is what our customers say — but the cards are " two for 5c," just the same. Plenty of new comic and other local post cards. Some made of burnt leather and some of aluminum. Post Card Albums in many sizes to suit any size collection, 25c. up. Some in padded leather covers. HANFORD & HORTON, 6 North Street, New York daily papers delivered —Office supplies of all kinds. No. 299 Bargains in Belts Immense lot of odds and ends and samples of an Eastern make ; many very beautiful designs, belts that have sold up to Si-oo, all go at the uniform price of 3gc. Tudor Ties for Women The Ties that are to be, this season. The Tudor Tie is a slipper-like shoe with wide ribbon bow. It has smartness to a high degree— and, in addition, is very comfort- able. It is adaptable to any shape of foot. Taker all in all, it is not the least bit surprising that it is the premier shoe for women this sea- son. At three prices : Women's Tan Kid Tudor Ties ; turned soles, plain toes, high English heels. At ^3 a pair. Women's White Linen Tudor Ties, with turned soles, high, straight white heels; smart last. At %\ a pair. Women's Patent Leather Tudor Ties, with light welted soles and high Cuban heels. At $5 a pair. Same style made in dull-finished and tan-color calfskin. No. 301 Jeweled Back Combs Among the new Comb ideas we have placed on sale an assort- ment of ten beautiful and exclu- sive styles in rich shell, amber and clear colors, mounted wiili etTective Japanese designs, and set with brilliant inlaid g"ld, olivine, turquoise, rose, amethyst, topaz and French crystal settings, for J3.S0. Frames for all pictures — Pictures for all frames. Why not some new pictures? House cleaning and moving time always reveals places where new pictures will add to the ap- pearance of your rooms. You can find here the right picture for any room in your house, or your friend's, if you wish to make a gift. Water colors, carbons and otliers for your best rooms. Suit- alile pictures for your library. Odd pictures for your den. Fit- ting pictures for your dining- room. Pretty but inexpensive pictures for bed-rooms. Prices from $ 1 5 to 1 5c. Come and enjoy our picture display. HANFORD & HORTON, Rubber stamps made to order. New York daily papers delivered. No. 303 Black Silk Grenadines Again at Half Price The second telling of a very good tale. Some weeks ago the first lot came— splendid all-silk Grena- dines, from the manufacturer who makes them best. We said " Half Price " then, as now — and they were sold in a flash. The same firm, fine quality in this day's offering. The vaiue- ful opportunity repeated. Staple patterns. Fine black Grenadine at Half-price. At 75c. yard, worth $1.50 — All Silk Grenadines, in faille silk stripes, cluster satin stripes, and embroidered figures on Pekin satin-striped grounds. At ?i.25 yard, worth $2.50— All Silk Grenadines, with embroider- ed polkadots. All 44 inches wide. A Catholic Young Lady would appreciate a nice Rosary for Xmas. We have them from 25c. to $5. IOC Ginghams At 6c. a Yard There was lively selling on Saturday among these attractive staple Ginghams of the regular IOC. quality at 6c. a yard. It is rare indeed that such a bargain is to be found in goods that usually maintain their regular prices so rigidly. The mill had its own reason for wanting to dispose of 400,000 yards in a hurry, and was the only customer who would attempt the distribution of such an enormous quantity. There are more than sixty dif- ferent patterns to select fpom, in little checks, corded and narrow stripes, as well as plain chambray effects, in light blue, (ightpink, navy blue, tan, grayi ox-blood and black combined ^ith white. Regular loc. qualUy at 6c. a y.ir 5iq.5o and $20. Rockers at $8.50, $q, $10, $12.50, Ji3,Si4andl5i7. ^ . , Settees at $13, *2o, $21, $24, S26, ^30 and S33-50. Suites, of three pieces, at $52.50, ;f5o and $73.50. No. 3'.i3 Remember to Dine Here on Sunday Another of those famous 50c. Table d'Hotes will be served from 1. 30 to 6p.m. Best meal of the week, you'll say. Stop in fo- a Club Breakfast any day. 25c., 30c., 35c. 188 POWELL'S PRACTICAL ADVERTISER. Ko. 335 Men's Derbies ^'•75. Worth^2.5o Again to-day. We weren't a bit surprised yes- terday that these Derbies were snipped up so quickly. It was just in the nature of tilings. To-day the Quantity is, of course, depleted; but the choosing still remains just as good. The designs are all new this Spring— and in variations to suit any man's taste. All sizes. We told it yesterday — why these Derbies are |r 75, instead of ?2 ,50. And $2.50 is conservative, mind you. In black only. Xo. 335 A Proposition to Property Owners There are any number of reasons why it is best to have an agent at- tend to tlie renting of your prop- erty^and as many more why we should have that agency. We have facilities for calling property to the attention of prob- able tenants that are unequaled. The department is in the charge of a man thorouglily versed in all questions pertaining to the man- agement of real estate. We have numerous applications for houses of all sorts, for tenants look to this office, as buyers and sellers ot property do, as the one most likely to meet their demands. We can rent your houses to good tenants. We'll manage the property so that it will pay the greatest possible amount of inter- est on your investment. Tenants and owners alike find advantage and convenience in dealing with this office. Let us have your houses to rent. No. 326 Lace Remnants At One-half to Three- quarters Off Retail Prices A house-cleaning in our Lace Stockrooms. About one thousand remnants. Torchon Laces, in cream and white, and in almost all widths; Net Top, black Chiffon Ap- plique, Cluny, and many beauti- ful pieces. Also some Laces and Inser- tions, at 5c. a yard, were loc., 15c. and 20c. Also some Lace Medallions at 5c. each. And, besides, fancy pieces of trimmings are marked 5c. a yard. No. 327 Concerning Fire Dogs Dog days have gone, but fire dog days are coming and our fire dog show is open. The black iron ones have the call just now and we show some new and very artistic designs. The prices start at about ?3.oo. We also have the other things necessary to your fire place, such as Spark Guard*. Bellows, Fire Sets and Hearth Brushes. The assortment and the p^fices are both attractive. { Feather Dusters We have as many kinds and possibly a few more. We Inve as good quality and perhaps a little better — we have as low prices and we think a little lower, than may be found at other places. Regular Ostrich Feather Dust- ers, 25 cents up. Soft Ostrich Picture Dusters; 85 cents up. Our Dusters are selected with special care and we feel sure that they will suit you. Also Brooms and Brushes. No. 329 Taffeta Silk Dresses Paris will have nothing less brilliant than silk in its Spring dresses. The taffeta silk suit lias become a perfect rage, and there is good reason for the admiration. The silks are beautiful, and they are in many different colors. Both the tailor and the dress- maker are able to produce re- markably beautiful effects in wonderful variety. Our stocks show that they may still be beautiful at very moderate cost. Shirt-waist Suits range in price from $10.75 to ;f35. Silk Tailor-made Suits, at $20 to $bo. No. 330 Lingerie From France As to small prices you will say that these arc more powerful than such little figures ever were be- fore. They buy Paris-made , hand- made dainty Muslin Underwear, tliat women will describe with many admiring adjectives. Not often found for so little. Corset Covers. Nainsook, trimmed with fine lace or em- broidery, in many charming styles, $2.50, $3.50 and $5. Drawers. Nainsook, ruffled, flounced, trimmed with lace, em- broidery and ribbon. $3, $3.50 and S5. Chemises. Nainsook, fi n e 1 y plaited, embroidered and lace trimmed. $2.50, $3.50 and $$. No. 331 Are You Satisfied.'' Are you content to plod along, doing uncongenial poorly paid work ? Are you satisfied with the pres- ent ? Or have you a spark of ambi- tii>n— a desire to better your con- dition, to rise above your fellows ? Tlien let us make you a busi- ness specialist. Set your mark high ! Resolve to press forward and upward day by day until tlie goal of success is reached. RiRht now, while you are youiiK, is the time to lay tlie cor- ner-stone of fame and fortune. A thorough, practical business edu- cation is the foundation on which you can raise the mighty suncr- struclure of success. Begin lay- ing [hat foundation now. We teach Bookkeeping. Sten- ography, Typewriting, Penman- ship, English, Commercial Law, Arithmetic. Write to-day for free illustrated catalogue. Thursday, September 8, 1904. '* Brown's in Town" You will warm up to the new shade of brown suits cut single and double-breasted, the newest feature of Fall styles. Our tailors put in their best work on the line of browns we siiow at $15. Fitting qualities superb ; style the smartest; suits most satisfying. You are invited to see these and other Fall suits and top coats now on view. Brown in hats too— Derbys and soft hats in the approved fashi^itis, Crofut & Knapp makes, $2 and fj: Stetson make, up to $4. Everything boys need to wear to school is ready to wear, here. Our prices are never high. No. 333 Thanksgiving Anticipations The great American holiday is first and foremost a Home Holi- day. A triumph it was to our forefathers in that they had found a Home. To us its significance is similar. For weeks your household wants have been studied, and now, before the usual rush, is the time to make your home replete with the comfort and elegance be- fitting the occasion. Firstly, consider our Sideboards. The latest designs in Mission, r.olden Oak and Mahogany— many with swell fronts and claw feet, so characteristic of Colo- nial furniture, from ?i2 to $175. Extension Tables, likewise in Golden Oak, Mahogany and Mis- sion ; Round. Square ; some to match the above Sideboards, ;?i8 to $110. China Cabinets, some with the straight line in Chippendale ef- fect ; some massive with Pointed and Fluted Columns, $15 to $1 10. Dining Chairs with the graceful curves of French leg and in styles so varied that they match any room, $1 to $25. In this department we have made next week's special timely : S12— Golden Oak Sideboard; Chippendale effect. Was SiS. No time to lose in getting your Draperies and Curtains. The sooner you buy the better the as- sortment. Our recent sales have so cleared our stock that you will have the unusual opportu- nity to see an almost fresh as- sortment. We are admirably equipped this season to supply your entire wants. From our artist employed to sketch original Iiangings to suit your individual taste to the mechanic who hangs your old draperies the talent is the best procurable. Next Week's Special : $3 — 4 prs. Green and Gold Portieres. Were $$. ?7.— 4 prs. Arabian Laces. Were $10.50. Next Week's Carpet Special. 97c.— 5-frame Body Brussels. WasSi.35. 5i.22 — K igel ow Axminster. Was $1.85. Small Photos Enlarged by an new process that gives beautiful results, Filtns devel- oped while you wait, lic. roll. Let Us Store Your Furs You are through with them for the present season, and delay in gelling them into storage is dan- g rnus now. Our wagons will call for tliem upon either mail or telephone request. For Every Purpose Our Coal means the highest qual- ity in coal of every kind, hard and soft. Coal for the furnace, coal for the grate, coal for the range, coal for the stove. The best furnace coal, the best graie coal, the best range coal, the best stove coal. Our coal is the epi- tome of coal goodness. We know coal quality, and nothing but the best is good enough for our cus- tomers. It's the continuous cus- tomer whose trade is profitable. Tills great business of ours is built up from the patronage of C'lniinuous customers. We want to add your name to the list. Telephone 617-2. We deliver promptly to all parts of the city. No. 337 '* Nippy" Nights Are warning us that winter is ap- proaching. These heavy early rains, if we can believe the oldest inhabitant, mean a dry, cold win- ter. Every household will need a good hot water bag to ward off the ills of such a season. Better begin now by purchasing a new one. To start the season off right we are offering a 3-days' special on hot water bags. " W. T. & Co.'s" 2-year guar- anteed 2-qt. red bags, Ji. 25. (Sold everywhere for $1 .50.) S-qt. (regular Si 75), Si. 50. _ ' Goodyear's Seamless white, extra heavy bags, warranted ; 2-qt. (regular Ji. 25*,$!. 3-qt. (regular $1 .35I, iSi. 10. Goodrich " white, fully guar- anteed, 2-qt. (regularly $1,001, 75c. 3-qt. iregularly S1.2O, 85c. You can't afford to let this op- portunity pass. Be Always "Next" You save time, anno>'ance and nirtney by shaving yourself. The art is not hard 10 acquire if you have the proper equip- nu-nt. Safety razors are espe- cially desirable for those who lack the knack to use the old style. We have both. Star safety razors, sold regularly lor fiAKt ; our price, 51.25. AUentown razors : $1 kind for qoc. ^1.50 kind for $1.05. $2 kind for ^1.50. ^^-so kind for Sliaving soaps : Colgate's Bar- bers' (roimd), 5c. Yankee iic. Cuticura, 15c. Easy Shave (cream). 15c. Colgate's Stick, 15c. Williams' Stick. 20c. father helps: Bay Rum, half pint bottle, 25c. Witch Hazel, pint bottle, 25c. Florida Water, 4uc, Talcum Powders, from loc to 25c. Strops, from 22c 10750. Lather Brushes, from loc. to 45c. CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. IRO No. 339 No. 344 No. 349 Nti, 354 Pancakes and A pretty good breakfast pro- vided you hiwe our dainty little " Lenox Farm" Sausage at i ^r per lb. Cost a little more than the ordinary kind, but worth double. New Pack Buckwheat Flour to go with the little Sausages, only IOC per package. Mai)le Syrup. Large bottles pure ^Llple Syrup at znc. AKo the p"pular Karo Syrup at icc- ptr can. Fresh Killed Puultiy Fine fresh killed Cliicken , 20c. Ih. Fowl, iSc, all sold full dre'ised. A large line fresh Veg- etables, prices low. Photograph Frames Gold Plated Frames, cabinet panel and carhoiiette sizes; oval and square, some with oval and concave glasses; all have lacquer ed metal backs; values up to $i\ special at 49c. No. 341 Bath Robes $8 that should be $12 Right in line for Holiday giv- ing, we have a good-sized lot of handsome Bath Robes made of fine quality imported cheviots with Terry" lining. They are regular $12 value— we have sold plenty at that price and others are still asking it. The patterns are certainly beau- tiful; etfective designs in Scottish plaids. All men's sizes. $S. On Friday a word about Special Cravats at half-a-dollar. No. 342 Chicken Salad $1.20 Per Quart It's the finest chicken salad sold in Philadelphia. We make it our- selves — that's why the price is so low. Sold in our Delicatessen Department, where you're always sure to find a host of good things. This week : Green Acre Fresh Sausage, 17c. lb.; Cod Fish Cakes, 30c. doz.; Ham Balls, 45c. doz.; Roast Veal, 35c. lb.; Pearl Onions, 27c. qt. No. 343 Asparagus Ferns 10 Cents Asparagus Pluniosits Nanus. Their extreme gracefulnees makes them popular as table decorations. Strong and thrifty as well as beautiful. We grow them ourselves— that's why we can sell them for inc. You'll pay about twice that much elsewhere. Palms, rubber plants, Boston ferns and other decorative plants in large variety. Rush Furniture One of the prettiest of the Sum- mer sorts, made from rushesth.it grow wild in Hungary, \\t'Vtn in- to braids in Germany and manu- factured into furniture in America. Finished m a palm green of artistic effect and finish Chairs at 57, 57 25. $8.25, Sg. 50, JlO. ?I I 5i2 ?I4- Rockers al #9, $950, $10.50, $12 50 and $\A- Settees at J13 50 and J 17. 50. No. 345 These Morris Chairs Will Make Excellent Gifts There is no gift more appropri- ate and none thai will be appre- ciated more by many than a Mor- ris Chair. We have an interesting display of Morris Chairs on Sale at $7 75- The showing is eminently a holiday presentation, and as such is an attraction that will appeal to all. We advise an early selec- tion, with delivery postponed, if you like. The illustration depicts the gen- eral beauty of these Chairs They are made of quarter oak, or imita- tion mahogany, and the wood work is highly polished. Cush- ions are made in the Seigel-Coop- er factory, and. accordingly, the sanitary construction is above re- proach. Tliey have velour cov- erings in an assortment of colors The seats are full springs and noted for durability, A Magnificent Display to Sat- isfy Christmas Wants. Jewelry Special prices on little things in jewelry oinaments that are practical and new. A vast as- sortment of pretty gold filled | in Netherso e, chain, 1 signet and other fancy shades. | Special price for our Opening sale, 45c- Optometry O PTO— Eye. METRY— to measure. My system of examining the EYES represents the most ad- vanced and most practical dis- coveries now in use in the practice of OPTOMETRY, and Glasses fitted under this system are in- variably found satisfactory and helpful in relieving " Eve Strain." Examinations by appointment are preferred, so that there need be no hurry. Glasses made and delivered without delay. Telephone 533-12. California Maras- chino Cherries New shipment, just received. Order your Christmas supply now. 75c. quart, 40c. pint, 25c. lialf pint. A Great Day for Children In the Toy Store. Yesterday was ; to-day will be. A steady patter of little feet all day long yesterday. It looked like the week of Christmas in the Toy Store. Isn't it nice, mothers, to bring your children in now wlien every- body is fresh and the toys are bright and new and let them tell you what they want ! See Aladdin's Cave and the Magician, the hill-clinibing auto, the mechanical trains, the electric cars and the hundred and one things that go. If you bring your mothers or fathers, or grown-up sisters and brothers with you, children, you can try yourself how many things work a special privilege that we know will not be abused. We Can Make Your Furnaces Heat If there's any heat to be gotten out of them. Our stove repair Work is thorough and honest. ReHable Family Recipes Valued recipes are depended on in many homes for the cure of minor ailments. We make a specialty of everything in the line of recipe and prescription work, and know that when these are carefully prepared from our high grade drugs you can depend on tliem for results. Family remedies, coloring rec- ipes, condition powders and stock medicines are compounded here just as carefully as the most deli- cate prescription. Our Annual Hint If you will need a new set of books January ist— If you want a new filing cabinet, if you are go- ing to start any new systems the first of the year let us talk with you about it. We may be able to offer a suggestion that will help you. That's our business. Fire Sets If you haven't happened to in- herit an old, old fire set with which to decorate and care for your fire-place, don't be dis- turbed. Here are some hand- some sets— shovel, poker, tongs and standard— that, judged by their designs, you might suppose were generations old. Dead- black, rustless finish, quaint de- signs, $5 00 and $5.50. And Andirons ; andirons that somebody's great, great grand- mother might have handed down, only a bit too new-looking for that, at fz.qo, $2 75, ?^.oo and ?4 jO- Dull black finish that will not rust and cannot tarnish. All in our window. A Christmas hint for somebody. Thanksgiving Good Cheer You'll find it here. Let us furnish the good things to drink for the festive day. You know our reputation, "If it's from Lathrop's it's pure;" and you know our prices are the fairest in the city. Just a few suggestions. Those Finest of All — French Handkerchiefs If you can imagine the finest embroidery possible, following tiny and delicate designs of flowers ; or a shield with a plain capital letter mounted on the drawn-work center; or the small- est and finest of scrolls with drawn-work center- all done on hnen so fine and sheer that you could easily match colors through it-you'U h.ive a good idea of the exquisite handkerchiefs France has sent us for the holidays, 50c., y5C up to $10 each. But those whose beauty is in the weave, and fineness of the heavy linen— barred and figured- are as fine in their way at 8sc. To-morrow would be a good time to look through them, for as (.:hristmas approaches, the variety may not be so good. The Picture Place Not a hit too early to pick out some beautiful pictures and have them artistically framed for Xmas gifts. A big line of Pictures at mod- erate prices. Reasonable charges for framing. Photos For Christmas It is high time that those who contemplate having photographs taken for the holiday season, ar- range for sittings and thus avoid the rush that always prevails at tliis well-known studio for several weeks previous to Christmas J. R. Hallam has just returned from St. Louis, where he attended the National Convention of Pho- tographers at which he was one of the exhibitors. During the con- vention he came in touch with many new ideas in photography which he will incorporate in his work during the coming season. No. 358 Look Ahead To-day is your opportunity. While in health prepare for the to-morrow of sickness, adversity, old age and the many other ills that human life is heir to An ac- count opened with this bank and consistently followed up will bridge a great many of the troubles and make old age a de- light. We pay 4 per cent, compound interest on any amount. 190 POWELL'S PRACTICAL ADVERTISER. No. 359 No. 3G8 No. 373 That Cold Room — the one without register or ra- didtor, and the room that yni Ciin't get above 6o deg. when llie wind's in the north, can be made cnmforiable by using a Miller Sni()keless Oil Heater. Oil is cheaper than coal, you know. This heater is a radical im- provement over the old style. J)ocsn't smoke nor smell, nor will the liame climb after once fixed. The very thing for the sick room. Useful in heating water. Can he carried anywhere with per- fect safety and heats a room in a few minutes. Easy to clean and (ill and neat enough to stand in the best room in the house. The Blount Door Check closes the door automatically and noise- lessly. May we put one up for you .•• A Little Fire on the Hearthstone looks warm and cheery when the nights are cold — and the time for cool nights is approaching. Speaking of hearthstones, have you all you need in the way of Andirons, Fire Sets and Spark Guards.'' We've been getting these things together the last few days and can show you something that will please you. The black iron Andirons have the call at present, for the reason that they always look well and re- quire no care. We have attrac- tive ones from $2 a pair upwards. No. 361 A Suit or Overcoat FOR THE SON The bc)y would appreciate a nice Suit or Overcoat as a Christ- mas gift ancl it would not lie a useless waste of money as many presents are. You know what our clothing is —good material, skillful cutting, exiellent tailoring and stylisli in every respect. At present our stock is a grand showing of up-to-date clothing and being manufacturers the mid- dleman's profit is not added to our prices. If you haven't the cash you have the credit. No. 363 Why Not a Tuxedo Coat? We're selling a beautiful one jusi now for fig; together with one of our nierct-rized white wai>t- co\tsat;f4, you're ready for the season's swellest dinr.cr at the Bellevuc-Siratford. A whole Tux- edo Suit costs the same as a drtss suit -525. A Tuxedo Coat and Vest for ;f 18 ; Dress Trousers $6 ; White Vests at #3 up. All of our full dress clotliing will fit you per- fectly—and the black will slay Iilack as long as the suit lasts. The half century reputation of tin: Allison store is positive assurance of that. H >ou don't want to muss your dress suit one of our big roomy Raincoats will prove the thing — $15 up. Varsity suits— J12 up. The Juvenile Shop Two points of view : For you — not to know the char- acter of "The Shop's'' garments is to fail to realize your best ad- vantage in fitting out the children. For us not to quote our mod- erate prices is to forego our chief claim to your consideration. Overcoats, S5. 50; 2^ to 7 years. Tourist Coats, $10.00 ; 10 to 16 years. School Suits, $5.00. No. 364 Cookinor Moulds o Nothing adds quite so much to the serving of one's dinner as to have the entrees and desserts daintily served in fancy forms. For this purpose we have a col- lection of tin and china moidds that is larger than can be found elsewhere in New England. We have recently added largely to this line and invite your inspec- tion. Jelly moulds, pudding moulds, rice moulds, de riisse moulds, melon moulds, border moukU, Tnnbale moulds, croquette moulds, ice cream moulds, cutlet moulds, ring moulds, fish moulds. Leather Gifts for Ladies Don't wait for the Christmas crowds — much nicer to pick out the leather gifts now — you have better choice and more leisure. Ladies' Pocket Books, 25c. to $10. Ladies' Card Cases, 25c. to $$. Ladies' Purses, 25c. to 52, Ladies' Jewel Hoxes, $1 to 55. Ladies' Music Rolls, $2 to ;f3o. Ladies' Writing Tablets, 75c. to ?8. And hundreds of other equally desirable and inexpensive gifts for ladies. We Want Your Account We handle a great many ac- counts, large and small, and we value each one no matter what its size. We want yours. It's so handy for us both. No trouble with bills. A sys- tematic service covers that. Vou merely drop in at our store and leave yourorder — any time or any working day. We will take care of it. Or call us on the 'phone. Bell 2257, Walnut or Keystone 1453 K.ice; will send tlie delivery man out your way in short order. Promptness and convenience ;ire recommendations, surely. Write, 'phone or call. Dollar Carvers For your Christmas turkey. The best yet. Genuine stag handles, with ferrule— guaranteed blades Largest " Grocery" in the Ward. Genuine Norway Mackerel Just in— a fine display of the best Imported Norway Mackerel. Large, fat, tender and full of white meat. Very delicious in flavor and not loo briny. An ex- cellent, healthful breakfast food for these cool, frosty mornings. No. 369 The Railroad Man Wants Overalls and Gloves that will give long, hard wear. " Brotherhood " Overalls are made by a man who was a rail- road man. He found by experi- ence where other overalls were lacking, and then made an im- proved overall that does away with the deficiencies of others. Jackets, ooc. ; Overalls, 85c. Hansen Gloves are a mate for "Brotherhood" Overalls in strength and wear. New Life For Old Carpets We're good friends to old car- pets — clean them with considera- tion and briTig them out bright and smiling for another buff with the world. We re-lay them to advantage, change the breadths and liide the worn spots. Follow your ideas or ours— we're not above learn- ing in our own business. 100 to I An agent has a hundred chances to rent property to an owner's one. An agent of experience, who is well known, receives applications from prospective tenants which others would never hear of other- wise. An agent is looked upon to supply them with what they want, and is considered to be the best [lerson to know where such houses as applicants desire are likely to be had. Our system of advertising, free to patrons, is the best method of giving applicants information with the greatest satisfaction to them- selves. Get the best here. The Toys Are Ready For you now, down in our big basement toy department. They re not all in yet, to be sure, but tlierc are more here now, than you'll find in any two other toy stores in town. It's a good idea to do your toy buying as early as you can, for while we'll be getting more toys every few days, right up to Christ- mas, there are s each. Nc-^/igees. Of fine White Dim- ity and French lawn. Richly trimmed ; some hand-stiched. In- tricate, odd and beautiful lace applications. $S, $10, giS.50 and ?20. If You Can Dress a Doll Best —there's a $49.50 present for you in the doll store. There are 24 other presents for *' next bests." The contest is just an incen- tive to get the work of dressing dolls out of the way before the great Holiday Rush, SEE THE GRAND COL- LECTION OF PRESENTS TO BE GIVEN. 4th floor, where in the opening sale of undressed dolls we can save you one-quarter or more. Do it to-morrow. Liorht-weieht Bed Coverings Spring is here by the calendar, and it is already quite warm enough to make the winter bed- coverings feel uncomfortable. Here are suggestir>ns of pleasant sorts to take their place, all quite reasonably priced. COMFORTABLES At $1 2"; each— .Silkoline Com- fortables ; fipured on both sides; filling of good, clean cotton. BLANKETS At fi a pair — White wool-filled B'ankets; cotton warp; medium weight ; 70x80 in., 5 lbs. No. 376 We Solicit Your Jewelry Account The unique feature of this busi- ness is that you can buy the fin- est Diamonds and other gems, w.itches and jewelry at prices at lejst 25 percent under the pre- vailing prices for like qualities, and you pay the bill m small sums weekly. The sti.ck at present is full up to tlie very limit f^ide any purcha-^e for future de- No. 377 Acme Roof Paint Famous Roof Tonic. Consult us alKuil Tinning, Guttering, Spouting, Roof Painting and Re- pairing. Work guaranteed. CYCLOPEDIA OF LOCAL AND RETAIL ADVERTISEMENTS 191 No. 387 Looking Forward We know that certain events will i>ccurand that nveds will be presented that must be met eitlier by ourselves or our families. The I)riident ones make early pro- visions for this contingency. Still there are many who, _ while prompt enough in preparing for other foreseen needs, neglect and put off making provision for the one important need which must come sooner or later to all. Tliis provision is of such importance that it should be made while per- sonal inspection is possible, when careful investigation and selection are not interfered with by the presence of grief. The acquisition of a final rest- ing place is a duty which every one owes to himself and family. By looking forward to this time and giving the matter prompt attention we may rob the inevi- ahle hour of distress of part of its bitterness and sorrow. The ownership of Mt. Hope Cemetery is vested in the city of Riicliester; is free from debt, is self-sustaining, and the entire in- come is applied to its care. Its management is careful, conserva- tive and it is to be permanently controlled by a Board of Com- missioner s appointed by tlie Mayor of Rochester. Lot owner- ship means the most perfect security in title and most ap- proved system of management. Finely located lots may be selected and title secured on partial payments. .Street car line reaches both entrances. Information may be had at office at cemetery. No. 379 A Free Turkey With a Glenwood Range from now until Tlianksgiving day. Each purchaser of a Glenwood Range will receive a fine turkey free of charge. This offer is made to prove the baking and coal- saving qualities of these famous ranges. Glenwood Ranges will make your cooking easy, your meat juicy, your pie crust flaky, your cookies crisp and yuur bread light. Bank by Mail We have a patented system of conducting the business of bank- ing by mail, applicable to both savings and checking accounts. It is easier and simpler to bank with us by mail than to go to a bank in person. By our system your account is automatically cliecked and you have a complete statement each time you deposit or draw money. Your account in our bank is not subject to the examination of your tax assessor. 4 per cent, on saving deposits. aj^ on checking accounts. Toilet Sets i)f three pieces, mirror, brush and comb, sterling silver, silver- plated or china-backed, make most acceptable Christmas gifts — useful, ornamental and pleasing. The season's newest designs, $4 to $i6. , Silk Waists and Graceful Wrappers Reduced in price. But that is the wrong emphasis. We should say, — Handsome, stylish afitl reduced in price. Read : SILK WAISTS At $3.50, worth $4.50 to «6— Of taffeta silk in light colors or black ; tailor-made. WRAPPERS At ?3.5o, worth ?5 to ?6.5o— Of cashmere oralbalross, white, pink or red ; with ribbon or fancy braid. No. 383 Tell Your Stove Troubles to Hutch- inson & McCarthy Glad to give yon the benefit nf our long experience in repairing furnaces, latrobes and ranges at any time. Drop postal or 'phone. No. 384 There's a time for every thing- even Christmas shopping. Now you've time to choose, time to be waited on, time to change your mind. The big and little things for sock or stocking gifts. House coats, smoking jackets, bath robes, sweaters, mackin- toshes, gloves, rugs, pajamas, neckwear, handkerchiefs, umbrel- las, jewelry, canes, suspenders. No. 385 Where One Man Gets Rich through hazardous speculation a hundred get poor. Where one man stays poor through the slow methods of sav- ing, a hundred get rich. The wise man chooses the bet- ter part, and places his money in the Savings Bank. Ask For One of Our Home Savings Banks. Interest paid on all deposits. The Fancy in Linens Artistic pieces of pure linen that delight the vision; and ren- der wortliy service besides. Bureau or Dresser Scarfs, Tray Cloths, Hand-drawn Table Squares and Table Scarfs, at very moderate cost. This is the story : Bleached Linen Bureau o r Dresser Scarfs, scalloped edge, with one row of openwork just above hem, all round; at 85c each, formerly $1. Damask Tray Cloths, snow- white ; very handsome, neat flor.il designs; 18x27 i"-> ^^ ^5^ each, formerly 35c. Fine Lmen Table Squares hem- stitched and hand-drawn, 30x30 in., at 65c each, worth Ssc. Thanksgiving Day Of course you want a brand new Overcoat for Thanksgiving day, and of course we are the people to supply it. We will sell you an Overcoat on credit at cash prices. It will be a coat that ariy one might be proud to own ; it will he stylish and well made. It will be made of good material and handsomely lined. The coat will suit, the terms will suit and above all the prii_i: will suit. Forestall Roof Trouble ! In winter your roofs are almost continuously exposed to the on- slaughts of either rains or snows. Wili they stand the strain I Bet- ter let us go over them now and stop the leaks. Prevention is better than cure. Those Little Maryland Hams Baked and served with browned Sweet Potatoes, Vienna Roll and butter, for 25c., to-morrow, at 404 Library street. Worth com- ing for a block or two out of your way. A Savings Account in the Detroit United Bank, Limited, Draws Four Per Cent. from the Day of Deposit to the day of withdrawal. This bank is strictly a savings bank ai\d carries no commercial ac- counts, nor does it do any com- mercial business whatever. The reason four per cent, is paid upon deposits is, of course, that it can afford to do so. This bank not being subject to losses incidental to commercial business, all its deposits being savings de- fiosits and therefore in the main ong time accounts, and its loans being confined strictly to re.il estate mortgages on centrally located improved real estate wfsrth at least double the amount of the mortgage in every case, it is in a position to pay depositors all that safely can be paid them by any conservatively managed bank. Watch change in adver- tisement from time to time for additional reasons for the pay- ment of four per cent, interest on deposits by a bank conducting strictly the business of a savings bank. Capital Stock paid in, y 100,000; Additional Individual Liability, Sioo,ooo; Surplus and Undivided Profits, 510,000. Send for booklet " Banking by Mail," fully illustrating the sys- tem introduced by tliis bank, imder which it is as easy for persons residing at a distance to carry their savings accounts with a strong metropolitan bank as for those residing in Detroit. Address all correspondence to the Framed Pictures In the Art Galleries, we offer a collection of about two hundred Framed Pictures at prices repre- SLiiting about half the value of the frames alone. This warrants the belief that ten times 200 would Iiardly last the day out— so be prompt. At J I, iQ— Brown Toned Car- bons , Photographs and H and- colored Photographs, a variety of subjects some in Flemish oak frames, others in green frames with mats ; outside measurement 2b X 30 inches. AtqSc— Hand-colored Artotype Engravings — popular subjects - in handsome gilt frames with mats ; outside measurement about 25 X 29 inches. Good Carving Sets Don't have your guests think the turkey's tough )ust because you haven't a good carving knife. The extra labor may stimulate your appetite, but it might de- stroy that of your guests. Get a set of the Meriden Cut- lery Company's Carvers — there may be others as good but there are none better, soc to gio.ooa set. Headquarters for School Supplies It is easier for you to get just what you want here, because no other stock of the needfuls of student life is so complete in each of its divisions, and so compre- hensive as a whole, as ours. Not a ten days' flurry, with an illy-as- sorted stock,— ours is the year 'round headquarters for all school supplies. And every detail of this branch of our business is studied as carefully as the student studies his most favored branch. Here are just a few of the items of interest : (A long list of items followed, with prices.) No. .394 The Conservative Path Many years of experience con- vince us that conservative meth- ods are best— best for us and best for customers. Our policy is to conduct the business of the Cor- poration along the most conserva- tive lines. In every transaction safety has been placed above every other consideration. This is purely an Investment Company, not a speculative institution. Interest is allowed on deposits at tliree and one-half per cent, per annum compounded half yearly. No. 395 Your Earnincrs get into the bank whether You put them there or not. If you spend all. Somebody Else deposits your money. It's better to do your own banking. 4 per cent, on saving accounts. 192 POWELL'S PRACTICAL ADVERTISER. No. 400 No. 405 No. 409 Buy Her a Healthy Home. Your bride to be. your bride that is, or your bride that was, should have a convenient home in healthful surroundings. You need it as much as she, and if little one? come they will need it more than you. Get away from the noisy, crowded city with its impure water, tainted air, shriek- ing whistles, clanging bells and dirty streets. At Fairmount Heights you can have quiet and refreshing rest in pretty surroundings at the highest elevation in Philadelphia. There are green lawns, clean streets, pure air free from malaria, cool artesian water, perfect sewerage, electric light or gas, two churches, large public school, public library, shady floral park, and no factories of any kind. Twenty minutes by trolley to Philadelphia; ten min- utes by the Reading. Forty trains daily. On our monthly payment plan you can buy a cheerful home at just a little bit more than you would pay for rent. How many years Iiave you been throwing your money away? Stop it im- mediately and buy one of our Pompeiian brick houses. They are fitted with every convenience — gas or coal ranges, steam heat, concrete cellar, tiled bathroom, stationary washtubs, electric light or gas, china closets, large closets in each bedroom, every room well lighted, open fire place, open plumbing, large airy porches. Every portion of our houses is built to make housekeeping easy. Prices range from$3,ooo tof7,ooo. Our blue book gives fuller de- scription, map, pictures, etc. It's free. Send for it now. Or, bet- ter yet, be our guest at Fairmount Heights next Saturday afternoon. Sh.ill we send you a free ticket with particulars? Address No. 397 We Know How To Grind and Hone Razors, to sharpen all kinds of cutlery, to re-steel and point picks, to do brazing, to handle brass work, to repair lamps, to mend umbrellas, to make worn footwear wliole. And we have the nesessary skill, experience and equipment to do the work just nght — in quick time — at a fair price. Try us. No. 398 Weather Strips Cent a Foot Get your weather strips up now before the winds commence to blow. We'll supply you with Best Felt Strips at one cent a foot, delivered at your residence. Or we'll send a man to submit free estimate for weather-strip- ping the whole house. Drop postal , or 'phone Main 626, No. 399 He Who Earns a small salary and saves part of that is better off than he who earns a large salary and spends all of it. Take out a deposit book with us. You will like it. It's business. We pay 4 per cent, on savings accounts. Call and learn our methods of lielping you. Marketing Be- comes A Pleasure When you can do it in a store where cleanliness, convenience and comfort are distinct features. You'll find these things are em- braced fully in our new store. Added to this the superlati\'e quality of our groceries and pm- visions, our generous methods and our prompt and efficient de- livery system — and you have the chief elements of our trade-win- ning combination. Nt». 401 Taffeta Petticoats The rustle and sheen of fine, true, strong, brilliant taffeta silk prove the quality of these pelli- cuats. 1 1 takes only one delighted glance for any woman to prove their attractive newness of style. All the best colors — light, deep, solid or changeable. IFI50 to $30 each. Good styles at $6, $7.50, $g and $10. No, 403 To Sell Your Farm You Need the Services of a Specialist. Every month several owners of farms find purchasers through me. Finding prospective buyers is my business. Perhaps the farm you have for sale would be just what one of these prospective pur- chasers wants. Hadn't you better see ? It will cost nothing to call. I have buyers waiting for farms close to the city of Warren, as well as for those farther away. See me soon. Better to-day than to-morrow. No. 403 Woman's Advancement The advancement of women is nowhere better shown than on the hooks of the leading banks. Women place their money in hank, they draw checks and handle their accounts in a manner that contradicts the idea that they have no heads for business. The age, the stability and the rt.-cord of this bank make it a favorite depository for women. Linen Shirts $1.50 Each This morning for particular men's choosing, we have ready six hundred Negligee Shirts of pure linen for Spring wear. All are finished — as Wanauiakcr's shirts are finished — the best known way. Cut over the best fitting model. Plaited bosoms and plain bosoms — half and half. Cuffs are detachable. Sizes 14 to 16. Shirts of exceeding good guality, and rarely to be found priced so temperately— # 1 .50 each. A Paragraph on Prices When you speak of low prices some people get enthusiastic ; others get suspicious. Some be- lieve that everything is clieap; others that nothing can be sold below price. Both are half right, both are equally wrong. To be sure, you cannot always buy first quality under price. But there are circumstances that go to make such a situation possible. Odd pieces and samples — and samples are always tlie best pro- ducts of the manufacturer — are of very little use to the factory. And so the way is paved for shrewd purchasing which enablfs a mer- chant to b()ih buy and sell cheap. And as an ill iistration of this power we need only mention our sales with Furniture, Carpets, Rugs, Portieres, Lace Curtains, Up- holsteries, reduced from H to J^. No. 406 Girls' Dresses at $2 ; worth $4 to $7.50 A good trade reason — a leading manufacturer's sample line. But here's the vital interest- spruce, bright, Summer-like, washable dresses of beautiful ma- terials — lawn, pique, gingliam, chambray and cheviot. Effective in style and trimming. Ever so many styles. In some cases, the trimming alone is worth more than the present price of the dress. At $2 each, instead of ^4 to ^7.50. Some slightly mussed ; all wash- able. The Doors of Opportunity are always open to those who ob- serve, and act upon what obser- vation reveals Observation of West Reading's situation and growth will reveal to you splendid chances of profit in Real Estate, there. The West Reading lots we are selling can be had upon such liberal terms that no one need hesitate to invest. Ask for map and descriptive circular. Trouser Time is All the Time Men of good judgment appre- ciate having a pair or two of extra trousers. They are handy to have around in a dozen ways. Saves the wear of the pair that matches the suit and gives a spice and variety to the wearer's ap- pearance. Not necessary to pay a big price to some tailor for them We can fit you just as perfectly in every way. Handsome new styles for fall and winter wear in the newest Trouser Woolens— cut in con- servative or extreme styles trimmed in the best manner pussi- ble. Perfect fit a certainty. ;fi.5o, $2,$z 50 or way up to 56.50. We'll Trouser you here to your entire satisfaction. Penny-in-the-Slot Chocolate Machines This has been one of the most popular novelties we ever an- nounced and we have been anx- iously awaiting new supplies from the manufacturer. This is tlie first time any one ever heard of eating the candy and keeping the penny too. Any boy or girl will agree that this is the best savmgs bank they ever heard of. Chocolate Machines filled with ten penny cakes, complete for 50C. Climbing the Bank Steps Is Excellent Exercise THRIFT SERIES People who go to the bank regularly and deposit a part of their earnings get something more than exercise — they are lay- ing the foundation upon which fortunes are built. This strong bank pays 4 per cent, compound interest. No. 411 There's a Top Coat here that you should look at^ and try on — before you make up your mind. It's a "Right Length" Coat and comes in handsome sliades of brown, neat gray mixtures — and black. It's the most stylish garment we have seen in many a day. If you would wear better clothes than yuu did last fall let us dress you — from ankle to crown. A Cheerful Blaze. During the Fall and early Win- ter, a bright, comftirtable fire in your open grate or fireplace made of Cannel Coal will please you. It niigiit almost be said that tliis Coal was made especially for fire lieartlu. No dirt, no dust, no trouble. A few pieces when kin- dled produce a delightful fire. You'll like to sit and watcli it. 500 lbs., wliich gives you a great many fires, cash price, de- livered, 53.^2. 'Phone 123-3. If ^"sy Call 350. No. 413 Those Evening Clothes Most men think they have to get their full dress suits "made to order" to be right. It's a mistake— a sunerstition. We can fit perfectly seven- eighlhstof the men with our dress s\iits and give theui better taili>red girments than the majority of tailors can give. Our dress suits will retain their shape and new appear.mce for years. Price, Jj^ 00 for complete suit. 'Puxedo coats $13.50. CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 193 No. 414 No. 418 No. 433 Nothin* doin' in the Burglar Business if your doors are protected with good lotks. We've ihe famous Yale Rim Nislu Latch tb.it laughs at skeleton keys and "jiin- inies." It has been k e e p i n ,i; sneak thieves out (^f houses since- 'O7, and is every wliere accepted as the best dour protector made. Price, complete with paracentric keys and screws. ?i.4S. We've other niuht latches sim- ilar to the Yale, by uther makers, for as little as $1, and standard latches that we can also recom- mend, for 60 cents. Brass Chain Bolts hold the door securely when partially ajar. Open just enough to talk through. 50c. to $1. Brass Door Knockers— again coming in style. Old colonial designs. $t 50 up. Brass or Bronze Bolts, for the bath or bedroom doors. 25c. to 50c. French Silk-and-Wool Eoliennes, |i aYd. Silk-and-wool fabrics, particular- ly Eoliennes, will be in highest favor tiiis season for the more ele- gant gowns. This is sufficient to secure the popularity of these ex- cellent labrics,to-day offered at the popular price of $1 a yard. The ground is all silk-and-wool, woven with tiny polka-dots in stU colors. The colorings include light gray, Ian, light heliotrope, reseda, cadet blue, brown, cardi- nal and dark hcjiotrope. 42 in. wide, at $1 a yard. No. 416 Booth's Real Home-Made Bread, There is no better bread made than the large, well-browned loaves of home-made bread we b.ike and sell Hundreds buy it because it is better than baker's bread. You'll like it, too— lor it's wholesome and nutritious and baked "just to a turn" from the purest flour. Would you 'ike us to serve you? No. 417 The New Walking Skirts For the long tramps Spring tempts you to. For shopping tours on bright or wet days. Skirts with swing and grace. Lii-ht, comfortable and stylishly triinmed. This showing must interest par- ticular women. At $4.50 - of Melton and home- spun mixtures. At 55.50— Of cheviot and rain- proof mixtures. At J7 50 — Of herringbone chev- iot and broadcloth; brown, blue and a few in black. At ?o— Of broadcloth, cheviot and plaid materials. McClure's Weekly Specials Match these goods on Market Street at these prices if you can : 36-in. Unbleached Sheeting Muslin, 4'yC.; 60-in. Bleached Table Linen, 24c,; Ladies' 25c. elordon Dye Hose, 21c.; Clark's <). N. T. Spool Cotton, 50c, doz ; Children's Muslin Drawers, 2 to 5 years, gc. pair; Ladies' 25c. Crushed Leather Belt, 15c.; Ji Black Satine Petticoats, 65c,; 50c. Batiste Corsets, iS to 24 in., 39c. Men's and Women's Handkerchiefs 8c Each Values 121-20 to 25c. To effect a clearance. Some odd lois. Some mussed ; also a few seconds. Men's plain hemstitched; and women's plain hemstitched, lace- trunmed and hemstitched em- broidered. Not very many of them. The values are i2/'2C, 15c, 20c, and 25c — to-day at 8c each. The IOC Dress Ginorhams at 6c a Yard The best proof of the price-say- ings that can be accomplished in this Sale of Dress Ginghams is afforded by the fact that shrewd women are buying largely. And the lot is selling last. Finely woven and sheer. Some beautiful effects in shepherd's ctiecks, neat and fancy stripes, plaids, and plain colored cham- bravs. At 6c a yard, instead of loc. No. 4^1 We Were Out By Your Place the Other Day and it strikes us that we saw some wagons and a ffw idle machitus standing around the barn-yard. Of course you know they are there, and you know that the daniage to them will cost more than lumber to build new sheds would cost. Then why not have the sheds ? We'll sell you all the lumber you want, and make the |h ice way down to [he bottom, too. No. 432 Your Lunch To-day Pork spareribs with hot slaw is among some of the good things on our merchants' 25c- lunch to- day. This is a delicious dish when properly prepared. Beer or wine free with lunch. Ever Stop to Realize That Those Second Teeth that have just grown in your daughter's mouth, want looking after by your dentist at Itast twice a year.' As the girl grows into womanhood, she will value her teeth more and more ea<.h year. You are responsible now and if you fail she will never for- give you when a woman. Beauty ovvesmuch to pretty, white teeth. Come to these big, busy Denial Parlors, where consultation and advice is given free lor the ask- ing. Open evenings. Maid in at- tendance. No. 434 Men's Derbies $i.75» Worthy: ■50 We weren't a bit surprised yes- terday that these Derbies were sn.pped up so quickly. It was just in the nature of things. To-day the quantity is, of course , depleted ; but the choosing siiil remains just as good. The designs are all new this Spring— and in variations to suit any man's taste. All sizes. We told it yesterday— why these Derbies are $1.75 instead of ;?2 50. And $2.50 is conservative, mind you. In black only. Japanese China Wares at a saving. Unique, useful articles that are so much admired. The price-sav- ing is appreciable. Some of the good things : Blue and v/hite Jugs, at 15c, were 25c. Blue and white Vegetable Dishes, at 50c, were 75c. Colored Sugar and Cream Sets, at I 5c, were 20c. Blue and white Oatmeal BowU, at loc, were 15c. With many other odd kinds marked down to clean up slotk. Also some splendid valu^ ^^ in Tea-pots, which are specially priced at 15c and 25c. Natural Ducks, at 15c. Tea Sets of three three pieces, at 40L. No. 426 An Exhibition of Original Drawings —By Howard Chandler Christy Cliristy originals— In colors and black ;ind-white. Some ilUistra- tii ins for recent publications ;5ome ch> racier studies of actresses. The clear transparent beauty of the pictures will surprit-e .ind .harm even those who know them in reproduction. The pictures are all for sale. Christy Reproductions— Repro- ductions of many of these and of other works by the same artist, shown nr-ar enonsjh to the ori;;i- nals for their fidelity to he proved. 9ncunframed,;f i.^sinneatframes. Miller & Puritan Oil Heaters, $3.50 An ounce of prevention is wnrtli a ton of cure. Cuard against pneumonia, coughs and colds, by having a little heat in the living rooms and bed rooms tliese cool mornings and evenings. For the most economical and sat- isfactory heat, choose either a Miller or Puritan Oil Heater— the two standard oil heaters of to- day. Priced as low as 1^3.50. Men's White Shirts %\, Worth $1.50 White plaited bosom Shirts — six hundred of them. Linen bosoms- Madras or mus- lin bodies. Twenty plaits on each side. Pearl buttons. Cool and handsome. Sizes 14 to 16!^. We predict there won't be any left by the late afternoon. It will be a case of the early bird — that's your cue. ^i each, worth %i 50. No. 429 Laid Off Laid Up Laid Away Mr. Wage Earner : Did yon ever think what might happen to you or to your family if any of above should find you with no flour in the bin, and no money in the purse? Wouldn't it be wise for you to provide against that day, and to begin Now? Our savings bank accommo- dates all who wish to lay aside small sums. Interest paid on all deposits. Girls and the Spring Spring and Summer bloom in the Girls' Store. Pretty Dresses, of washable mabrials, in all the graceful, tool- looking styles, at pi to $12. Coats and Reefers, in newest fasliinns, at $4 ;o to ?i2. Tailor-made Suits, at $10 to $50. Smart Woolcfi Dresses, $$ to $15- Separate Skirts, in dress and walking lengths, at gs to {^i^-jo. Sizes for girls of 6 to iS years. Beauty reigns everywhere. Some 'Tfs." If you come our way we'll send overflowing values your wny. _ If you leave a dollar with us it is merely exchanging the money for its equivalent in groceries. If you are anxious to secure goods which are not afraid of the closest scrutiny, this is a good place to come. Glad to greet you at any time. 194 POWELL'S PRACTICAL ADVERTISER. No. 433 No. 440 A New Safety Razor No stropping. No honing. Simply a thin two-edged blade that you use until dull and then throw away. A dozen of these blades and the complete razor and outfit for $5. When the first dozen blades are dull return them without rust or nicks and receive a fresh half- dozen free. After that the blades cost$i a dozen. Men who have tried them say they average at least 10 shaves to a blade. That's at least 120 shaves for $1. Costs that much to have your razor honed and sharpened. Hesides tliere is no strop nor sharpening machine to bother with. Traveling men say it is the greatest thing ever brought out in razors. Ask for the "Gillette." Sold only here. No. 433 200 Easter Hats at $10 Each Exquisitely designed for Easter. Some are copies of our most expensive foreign models Othtrs are our own exclusive ideas. They are high back effects. Dainty little turbans. And sailor effects galore. Trimmings of the most beautiful flowers, wings, plumes and other materials. While many are extreme, they are not gaudy. Worth $is to $17. Monday, we say $10. No. 434 Diamonds on Installments As our prices on diamonds are the lowest in the South we can sell on installments only to those of unquestionable financial re- sponsibility. Our terms, briefly, are : One-fourth cash, the bal- ance in six equal monthly pay- ments. All our diamonds are marked in plain figures, and in installment selling we cliarge an advance of 5 per cent, over the cash price— this applying to the deferred payments only. Tliis slight advance js obviously re- quired for extra trouble and time involved. Diamonds sent to re- sponsible people anywhere for inspection— we pay charges both ways. Ask for our Diamond Book and our large catalogue of jewelry, the latter solidly filled with illus- trations and descriptions. iJuth free. No. 435 75c Embroideries Widths up to 10 inches 15c Yard Handsome patterns in swiss, cam- bric and nainsook embroideries ; both edges and insertions; solid, mixed and raised work designs ; clean , crisp, fresh goods, desirable for nearly all purposes ; widths range up to 10 inches; many of them well worth 75c. No 'phone or mail orders. Sale price, the yard, 15c. Women's Stockinors o An opportunity of moment. Stockings of fine lisle thread, cor- rect, lasting, well-fitting and com- fortable for Summer. And thereby hangs a tale : At 25c pair, usually 3SC Of im- ported fast black lisle thread, in Richelieu, cluster or small ribbed effects. At 50c pair, instead of $1 — Two styles of fine ingrain lisle thread Stockings ; one is a brilliant lisle. Qualities that sell at fi a pair. An over-stocked importer sold us the lot at half price. No. 437 Did you ever wear Vici Kid shoes ? High time you did then I Soft, comforting leather it is-- stretches just enough— makes your feet feel sort of friendly right away. And how it does wear — sure to suit you— from start to finish— it won't crack^and it takes an ex- cellent polish. Our 'Milford" shoes — in Vici Kid— cost $3.00. No. 438 Tooth Brush Chance No one who has teeth can af- ford to miss the chance we are now offering to get a superior quality 25 or 35 cent tooth brush atid a 15 cent bottle of Kinner's Diamond Tooth Powder for the price of the brush alone. To get these reliable Dupont brushes at our prices— 25 and 35 cents— is alone a bargain worthy of your attention; to get in addition a bottle of the best dentifrice on the market, Free, is an opportu- nity that you should take advan- tage of even if you have to an- ticipate your needs a little. Both of these brushes are guaranteed. We replace either with a new brush any time within three months if there is any defect in material or construction, no mat- ter how insignificant. No. 439 Lake Whitney Ice Is Pure. Analysis by Thomas B. Osborne, Ph. D. New Haven Ice Co., Gentle- men: My analysis of the three s.imples of Lake Whitney Ice t.iken at random from your store- iuiuse, shows them all to be of the same remarkable degree of purity. The water obtained by melting each sample was clear, colorless, without taste or odor, and when analyzed proved to be of sur^iris- ing purity, being by far the purest water I have ever analyzed. Such Ice could be obtained only by tlie freezing of very pure water, and indicates the absence of those con- ditions under which harmful organisms are developed. The Ice is likewise of very superior physical quality, being clear, dense and very free from air, thus r.ndering its keeping qualities of the highest order. Vours respectfully, Thomas B. Osborne, Ph. D. Consulting and Analytical Chem- ist. **Saving is the First Great Prin- ciple of Success" THRIFT SERIES. No man can succeed who is con- stantly hampered by the \\ant of ready money. A savings account is a moral as well as a physical aid to independence. A dollar is enough to start one. Diamond Talks Byrd 's Diamond Man Dis- courses on Ni^ks. Why are we so particular about showing diamonds? Principally because we are afflicted with that old-fashioned thing called a con- science. We sell nothing but perfect stones, because nicked stones are of uncertain value and we should not like to feel that we had wronged you. Take this stone, for example; it is worth not over half what its weight and color should command, all be- cause of these little nicks. We could sell these as "commer- cially" perfect stones and makj a reputation for cheapness by sell- ing them for 25 per cent. less tlian a really perfect stone But we prefer to sell only perfect stones that have definite value. Wc will not sacrifice our 63 years of honorable reputation by selling defective stones. Introductory sale of *'Jessina" Perfume A truly delightful Perfume — sweet, strong, penetrating and lasting — made in our own Labor- atory. It is a distinctly new Perfume, developed after many experiments by one of our best chemists. Put up in 2-ounce bottles, ground glass stoppers, to sell at 79c. ; sale price, 59c. Fowler Says Buy Good Witch Hazel. We sell Extract of Witch Hazel, the best and strongest tliat it is possible to make. Tlie first run (which is the best) from the still. There is not a drop of anything added. It is Witch Hazel and nothing else. We leave you to add water — if you care to. After you have I)ecome disgusted with the ordinary sour, watery kind, buy a bottle of ours and see the difference. Full Pint 25 cents. The Biggest Fish are always caught with the proper tackle. We sell it. We sell live bait, too. .Sea Hods, split bamboo, $1 to $1 50; Orcenheart Sea Rods, ■$•$; Salt Water Outfits. J3, $.^.$0, Have you our fishing cata- logues.* Awnings Our Awnings are always satis- factory- — we are now prepared to furnish this season 's new designs in materials and submit estimate. R'-gular size windows cost put up in best manner, complete, $2.75 to $3.50 each. We Do Dental Work Eveningrs. The working day closes at nine o'clock in the evening in these Dental Parlors. Those of you who cannot come here during the day time can get just as good service in the evening. All Crown and Bridge Work is under the care of skilled specialists who do nothing but attend to this branch. We promise you perfectly painless work, using 22 karat gold for only $5 a tooth. We guarantee all of our work to last — if any trouble we will make it good or return your money. Maid in Attendance. No. 447 Easter Neckwear The dainty new things that will be in demand for Easter wear may be seen here in great profusion. Real Lace Collars for Chil- dren's Coats, 98c. Vcnise Lace Coat Collars, 6^c. lil.ick Silk Heavy Collars at ^3. $3 ^o.?5, and S7.50. Wliite Pique Coat Collar Roll Sets, 50C. Cream Color Real Cluny Lace Collars, $7 50. Real Lace Stocks with Point Lace Medallion Tabs, 50c. Card Enj^ravings We are prepared to execute orders for Wedding In\'itatioiis and Announcements, At- Homes, Church and Visiting Cards. The Work will be done in a most saiis- faciory manner and delivered promptly. Prices — 100 sets, $4-98, $7.c>S and ?i5.q8. Plate and fifty fine cards in shaded old English, 51.49; in black or Roman type, Sgc. ino cards from customer's own plate, 57c Comfort at Night Transition seasons are the times for colds. It's wise to be well covered these Spring nights, un- wise to be heavily covered. Here are the proper weights, the proper styles, the proper qual- ities of coverings. At low cost : At ?i.25 each — Silkoline cotton- filled Comfortables, figured on both sides. At ?i.7^ each — Extra-fine Silko- line Comfortables ; filling of fine white cotton ; figured on both sides. At $1.15 each — White lioney- comb Bed-spreads ; soft-finished, ready for use. At ?i.5o each — Honeycomb Bedspreads ; fringed all around, Marseilles patterns. CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 195 No. 464 Does Your Over- Coat Need a New Collar? Overcoat weather is alnrnst u\x)n us and it is time you were gelling yours out to see what it needs in the shape of repairs. Perhaps it needs a new collar, lining, cleansing or pressing; if so bring it to us. We do ihe best work in the city and at the lowest prices for first-class work. We do all kinds of cleansing, pressing, dyeing and repairing for men and women in the most satisfactory manner. Work called for and delivered free. No. 451 Silk Redingote Coats, ^22.50 Made of the fine, soft black peau de soie, collarless style ; double box plails front and back ; braid trimmed at neck and down from ; new full sleeve, plaited gauntlet cuffs; full skirt, plaited front and back — J22.50. No. 463 Sunday *s Cake Two Saturdays ago we started Cake Specials. Sold out. Last Saturday we did the same. Same specials to-morrow. We want everyone lo know the goodness of •Homestead baking. Ye Olde Homestead Spanish Bun, igc. lb.; Ye Olde Home- stead White Mountain Cake, 15c. lb.; Ye Olde Homestead Marble Cake, 15c. lb. All of them teeming with rich- ness and goodness. Regular 20c. quality. Baked fresh in the Homestead way. Try a trial pound. No. 453 "More great fortunes are made in real estate thnn in Wall Street."— William Waldorf As'or. (Quotation from N. Y. Ameri- ca/z, Sepl g, ig-L>4. "Real estate is the Best prop- erty to own." Do you own any ? Are you laying the foundation for a fortune? The richest men of the age made their millions in real estate by purchasing property right on the line of great improve- ments. The best real estate in- vestment now offered is our property at Freeport, where the Pa. Railroad is spending S20,- 000,000 on its gigantic tunnel and railroad improvements. Their completion will enable you to secure enormous profits if you Buy Now. We have the best property, best location . Lots S49and up. $^ down, $z each month. Near the depot and right on the trolley line to Brooklyn and New York. Every improvement; every con- venience; electric light; city water; best schools, all churclies, stores, clubs, etc. Title insured by the Lawyers' Title Insurance Co. (capital $S.of>o,r)Oo.) Write to-day or call at our great sales days Wednesday, Satur- day & Sunday. Write to-day or call at our office for Descriptive Circular, Maps and Free Tickets. Building a House Ask anyone who has gone ihrougli the house building busi- ness and tliey will tell you not to sliglit one feature of the plumb- ing and healing. Now, in heating and plumbing we want you to understand that we can do anything in that line and do it well. We have long experience, we have the most skillful working- men of the craft — we have every facility for doing tlie work per- fectly and at moderate cost. Bring in the plans and specifi- cations of your new house— and we will examine them and tell you just how much we will do the work for and do it properly. We won "t charge you a cent for our estimate. If you've a plan in your mind in regard to the heating and plumbing, talk to us about it, we may be able to give you some in- formation of a helpful character. We can refer to hundreds of jobs done faithfully and satis- factorily. Chocolate-covered Caramels Luscious pieces of caramel candy, enclosed in chocolate. A dainty sweet that yourself and the little folks will enjoy. In one- poimd boxes. At 2oc, regularly 30c. Xo. 45G Let Us Put Tenants in Your Houses and Col- lect Your Rents. Tlie very condition of our list of vacant houses at present argues in the strongest possible terms for your placing your property in our hands. We need more houses riglit now to meet an actual de- inand. If any of your property is lagging unprofitably on your hands, place it with us and we'll fnid the tenant who wants it. The department of renting and managing property here is orga- nized in a manner that results in the best possible service to owner and tenant alike. It is conducted by men whose sole business is to look out for the houses under their charge— to keep them rent- ed to bring them to the very limit of profitableness to their owners. Their record of succes- ses in the management of Real F.slate is a conclusive argument with every owner who seeks the very best possible service. To reiterate — we need more houses to meet a demand we have created. Let us have yours. We can obtain tenants at once. No. 457 Bind Your Magazines. The cost is little enough and the volumes will be a valuable addition to your library. The work we do in this line is as high-class as our printing — and you know our kind of print- ing. No. 462 Let Your Pennies Work for You Nothing makes money as fast and easily as money, excepting real estate. An equity in a well- located piece of realty in Buffalo is a more valuable asset than a United Slates bond. It is the best security in the world. It cannot run away, be stolen or de- stroyed. It is the best, safest, surest money-maker in the uni- verse. It is the basis of all value, the foundation of all wealth. It will earn fifty per cent, for you. Heretofore real estate invest- ments were limited to men and women of considerable means. On account of the amount of capital required the person with only a few dollars was shut out hopelessly. But by a plan now in operation anyone can share the profits and enjoy the security of real estate investment: ?5 down and $[ a week buys a handsome home site. This land is located jn the beautiful section of Kensington. It is only thirty minutes from llie heart of the city, the East Utica and Kensington trolleys pass the property. .Sidewalks, graded streets, schools, all improve- ments. Prices of lots, $150 to $^bo. Come and see the property. An Agent is on the ground all day, until S o'clock in the eve- ning. Don't delay. Car Fare Free. Maps, plans and infor- mation at the ofBce of Window Shades In the better class of shade work, we have been always excep- tionally successful, but will en- deavor this Season to outdo our previous efforts— estimates fur- nished on request. To those desiring something uncommonly attractive in this line, we would recommend the inspec- tion of our French Linen Lace Shades, ranging from $7.50 to ^16.00 each. If You Own Prop- erty in George- town or the **First Ward/' It'll Pay You to Have Us Man- age It. We rent houses. We collect rents. We sell property. We'll make your property pay the Innit of profit. Glad to have you con- sult us about West End Real Estate. Malacca Furniture Bamboo that grows on the Ma- lay Peninsula and comes from Malacca is particularly adapted to furniture purposes. The frames are made in various pretty shapes with the bamboo in combination of natural colors and stains, with seats and backs of rush and split weed woven together. Quite artistic and durable. Chairs at 29.25,^12,^12.25, and Rockers at $12, ?i2. 50 and $13, New Furniture Combinations How you will enthuse when you walk about on our furniture floors and take in the hordes of beautiful pieces and sets. Here you see New Furniture— the New- est of the New. Not an old piece in sight We have three times as much real fine funiilure as any other store fine but not higli priced. For your own satistac- tion you should look around and compare. We submit tliree low priced combMiations for your con- sideration: Bedroom Outfit for $29.50. Twelve pieces, including hand- some Oak Dresser with cheval mirror, bedstead, wash stand, table, two cliairs, rocker, towel rack, spring mattress and two pillows. Value $36 75. Dining Room for $36. Golden Oak Sideboard wiih fluted posts, French plate mirror, swell quar- tered oak top drawer; six-foot extension table with fluted legs, and six dining chairs. Value ;^44. Parlor Suits for $55, An un- usually handsome five-piece Par- lor .Suite in mahogany finish, up- holstered in_ fine silk damask. Wood work is richly carved and polished. Value $73. No. 463 You Can*t Watch Your Valuables — constantly, but We Can— it's a part of our business. The Safe Deposit Boxes in our banking vaults afford perfect protection for valuable papers, jewels, etc. Rented ^5 year. No. 464 Men*s Spring Top-Coats The popular Covert Coat is as high in favor as ever, and the de- mand right now is enormous. Our stocks are ample, and they repre- sent the smartest styles in the dif- ferent varieties that good form has suggested. The coals are in light, medium and dark sliades of brown and greenish tints ; with serge hody- Hning, satin sleeve-lining, at $15 and 520. Silk-lined Coats, at ?2o, $22. 525 and S30. All of these coals are cut and finished with the utmost care by expert tailors. Leather Articles for Women Our full and complete stocks present splendid selection for Easter gifts, as well as for the purchaser's individual use. There is a delightful assortment of new things in vanity bags, hand bags envelope bags, card-cases, and pocket-books. The leathers show rich colorings of imported calf- skin and the new fluffed alligator effects. In addition to the regular stock there is a special offering to-day of Hand-bags in genuine sea lion , Russian seal and walrus, in black and brown. All new and modern styles, and all fitted. Regular values S4.50 and $5- TO-DAV $3 EACH. 196 POWELL'S PRACTICAL ADVERTISER. Xo, 476 Roses and Other Garden Favorites Feel that first Spring tang in the air? Does it stir ycm ? Mother Earth feels it too ; and bestirs herself and plans her Spring wardrobe. So now is the time for your garden to begin, Holland -Grown Rose Bushes 15c each, 2 for 25c, 5i.2g a dozen. Grown on Manetti roots, reatiy to be put in the ground right now. All the best-liked sorts. And Landreth's Seeds— the best seeds — all ready to sprout and " make good." Flower Seeds, 5c a package. Vegetable Seeds, 5c a package; Lawn Grass Seed, 54 1b., 15c. I lb., 30c ; 2 lbs., 50c ; 5 lbs., Si. Where's The man who ever had too many sliirts? Good chance to have more at this .Manhattan Sale : $3 50 ones, $2.50; $3 ones, $2; $2. 50 ones, $1.75; $z ones, gi-ss; ^1.30 ones, ^i.to. No. 468 Table Linens The center of the family is the dining-room tabic. Wise housekeepers realize tliat they are known by the tables they keep. And this will please them — the very low prices of these very high- grade linens : 5i-a-yard Bleached Linens ;wide open-border patterns ; very fine beautiful quality; the very best $i-a-yard hnen we know. Dinner Napkins, 24 in. square, at 53 a dozen. Table Cloths, bordered, un- hemmed; 2x2 yds., at $2 each; zx^lYz yds., at ;?2. 50 each. Easter Ribbons The tendency in the ribbon demand is for shaded effects, of which we have an endless variety. The new weaves come in three shades of a color which are so desiiable for the deep girdles that are so much worn ; also for mil- linery purposes and such like 25c 1075c. S-inch Mousseline Taffeta, \ $20 and ^22. 50. Schloss Topcoats are the best — ?io, $12, ?is, |iS and ;S2o. A Favorable Commentary on Raincoats All the style and dash of the most distinguished outer-garments can be put into Raincoats. Are now put into these. Some new arrivals from Europe are the most effective we have ever seen. In Redingote, semi- blouse— in evc^r new style. With smart contrasting strappings and other innovations. Olive, Oxford and tan worsteds. $20, $21 and $22 each. Duff's Collec^e Is a progressive school. Busi- ness is tauK'it by business men. Here the students become trained accounutnis, rapid writers, ac- curate calculators, good corre- spondents, acetiinplished steno- graphers and expert typewriters. Tlinrough preparation for busi- ness pursuits. Circulars to be had at college office. P^vening sessions. If your trousers have the trick of "crawling up" out of sJiane or if they are no longer a credit to your cnat, come in and see our specials this week. Fashion no longer demands that the trousers should be the same )iiece as tlic c":it. Here are 22 dilferent patterns — can suit all tastes and all legs— J3-5"i f'A oOi S5.00. New Paris Silks One of the most beautiful silks that has come from Paris this season is the Eclair Glace, a plain two-lone silk, 44 inches wide, soft as crepe de I hine, but in a plain lustrous Weave, in the most effect- ive two-tone effects that have ever been brought out. The combina- tions include the following ; Nile green-and-while, green- and-blue, cieUand-white, pink- and - %vhite, marine blue - and - lirown ; brown-and-green, marine blue-and-tan, mais-and-white, tan- and-white, tu'-quoise - and - wliite, light blue-and-beige, apricot-and- vvhite. The Eclair Glace Silks are suitable for simple or the most elaborate evening dresses. Double width, at S2.50 a yard. No. 47'; Linen Specials There is really no good reason why we should cut prices on this stock because we shall have to pay more when we re-order; but it is not our policy to allow any goods to linger or salespeople to stand idle when a shearing of profit will make a busy counter. That accounts for Monday's ad- vantageous prices told of below. "Suppose I Die" We have helped the people to answer that question for lialf a centurj' or more ; to make provis- ion for thtir survivors. We do more ; we assist men in making provision for their old age, ulien their money-producing power is waning. Get our free booklet, 'The How and the Why," It brushes cobwebs from the brain. Extremely Low Prices for Sewing Machines It pays the woman who has ht-r sewing done at home to own a tirst-class sewing machine. liy this we mean one that turns nut good xvork quickly, not a machine in a fancy case. If you think with us, note this comparison of prices, our prices and the general market })rices on sewing machines, before you buy, 5iS for machines that listarS4o. S22. 50 for machines that list at 525.00 for machines that list at 56o. ^27.50 for machines that list at ?6s.oo. Old Hickory F'urniture Furniture with the bark on it, matie in large comfortable Chairs, Settees, Tables, ctt., built to last. It is proof against rain, and for the porch or lawn is particularly appropriate. Chairs, S2.50 to Jio.oo. Settees, 58.50 to f 15.00. Tables, 53.50 to Ss-oo. Roof Men of Ability. We're practical and expert roof men. Every job is done right and is fully guaranteed. We |iaint and repair roofs. Xo. 482 Walking Skirts These are the days that call for something firmer, snugger, and fitter than the light Tub Skirts that have been doing duty during Jane and July. To meet the call, here are a hundred Walking .Skirts, just received from our buyer who is now- in New York. Sightly, sturdy stuffs, hefty enough for early Fall wear and nut too WLi^hty for the coolish days that are sure to slip in be- tween August and September. Walking Skirts made of brown, black and blue plain and camel's^ h.iir serge — seven gores, a wide tuck covering each seam, falling loosely and finished at the knee- line with self-tabs. Walking Skirts made of grayish mixtures in dim plaids — choice mannish fabrics — seven gores, Il.it seams with double plaits let- in below the knee. S5 would he a very fair price for such styles and qualities. We've never offered belter ones at that fistire, but these are to be sold at $^.50. No. 483 Women's Gloves Two favorites are ready in the full Spring assortments. The Princess May glace and suede gloves for women, in all the shades, including black and white, $1 a pair. The Royale Kid Gloves for mm, in outseam and pique stitchinp. in all the new shades of tan. ?i.5o a pair. No Business is too big to ignore the 2 per cent, interest we allow on dei>osils sub- iect to check. The larger the business the more it amounts to. Attractive Dress Linens The present season's craze for linen suits has stirred up our Linen Store to unusual prepara- tions to meet the de'H.mds. Dur- ing the recent weeks we h^ive heard much enthusiastic commen- il.ition of the Dress Liuens here j-hnwn. Here are a few suggestions of the popular sorts : Kmhroidi-red Linen, in Swiss drsi^ns, dots and figures, for shirt-waisrs and suits, at O5C, 75c, S5C, ?i and Si .25 a yard. Flench Grass bleuLhcd Linen ; double width ; 47 in, wide, at 75c a yard. Plaid Linen Dimity — snow- white — a sheer, beautiful fabric for shirt-waists; 32 in, wide, at 65c a yard. CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 197 Appel's 25-cent Prize Package Sale This week, Friday, at 2 o'clock p ni., in thu basement. 500 packages, e.tch containing; merchandise to the guaranicLd ainuunt of 25c., will be placed on Sale at, each, 25c. Wni take your choice of any in the lot; only dependable ni'-i- cliandise will be enclosed in these pacliages, such as Hosiei'y, Un- derwear, Lawns, Calicos, Muslin, Dress Goods, Laces, Ribbons Millinery and the like. We will guarantee each package to contain at least 25c. worth of merchandise, but many will contain more. Inside these packages ten $1 bills will be enclosed, one to each ten packages. If you were born under the Lucky Star, your selec- tion ought to be a 1 rize package; if ynu were not born under any particular Omen of Good For- tune, you will get a big money's worth anyhow. This sale is tlie third of its kind; it has proved popular with the people, because they have alw-Tvs received their money's wuriii. Remember the day and huur; Friday, August 12, at 2 o'clock. Women's Gloves Our stocks are complete with all the new Spring and Summer gloves, in the various proper shades Suede Lisle Gloves in all the new shades, also black and white, at 25c, 50c and 75c. The new Mesh Gloves, lisle palms and silk net backs, at 50c and 75c. Silk Mesh Gloves at $1. Elbow-length Silk Gloves in colors, also black and white, at $\. The Kayser Double-tip Silk Gloves, in colors and black and white, at 50c, 75c and $1. To Mothers You know, perhaps, by this time, that a growing boy, 12 to iS years old, is very hard to fit. The "awkward" stage, clothiers tell you, can't be helped. Rut a great part of this awkwardness isn't due to the boy at all , but to the clothes he Wears. Makers sort of took it for granted that a growing boy couldn't be fitted well and didn't try For some time we have been giving this matter very close at- tention and if you want to see how your boy looks in clothes that fit, bring bun in any day and let us put a new Fall suit on him. Double and single breasted, two-piece and three-piece. New stvles are handsome. $2.50 up to 5J-'.50. No. 489 White Petticoats in Golf Lengths We have an attractive collection of Women's Cambric Petticoats in the pedestrian or golf length, so convenient for wear with short skirts. Popular styles are shown at $1.50, ?2.25 and $2.75 each. New Spring Coats Covert Coats — the elegant high- class tailored garments— from the short, natty, tiglit-fitting coat to the long fitted or Paddock style; also all the newest short and long loose models in light tan and black— $12,50, $15.00, $18.50, up to $40,00. Silk and Lace Coats for practi- cal or dress wear — $15.00, jiS 50, 520 00, ^25.00, J135.00, $42.50 up to 5175.00. One Way to Economize is to do yotn- own shaving. If you need shaving three times a week you save 45 cents, and numerous tips. Shannon's Dollar Razor will save you ^25 in a year. Ask any of the thousands of users. If you haven't the knack of using a long bladed razor get a Gillette Safety Razor. It has 12 double edge blades, each good lor 20 shaves. 240 shaves without shaipening. $5. Our Traveling Case is a handy outfit. Contains safety frame, two blades, shaving soap, brush , c'liiib and cosmetique. Complete for *5. S;ar Safety Razors, for a safe, clean shave, S^i.25. No. 493 A Bevy of Shirt-waist Suits Lawn, duck, Swiss muslin, linen, chambray— all the fair arr.iy. Not niciely a plain shirt-waist and a pL^in skirt. Suits with character, tailored or prettily trimmed, with a carefully conceived de^-ign. Well-fitting. Prices undeservedly modest : At S4.50 — Of lawn ; plaited blouse waist, ii-gored skirt, each gore plaited. At $s -Of duck or plain or dot- ted lawn ; blouse waist, plaited or tiimmed with lace insertion ; gored skirt, with insertion of lace or shirred flounce. At $b—()i lawn or dotted Swiss muslin , waist plaited, trimmed with lace or embroidery insertion; gored skirts, side-plaited or with shirred flounce. No. 493 Let Us Fix Your Furniture Don't destroy your old furni- ture because it is shabby. Send it to us and we'll make it look gorid as new again , We frame pictures and show you 100 designs to select from. Men's Half Hose For 6,000 glad feet. Here are 3,000 pairs of fancy imported Half Hose. Many kinds, few of each. None under 50c qualities. Sizes gj'g to II. Now 2oc. The 'Hawkeye' Refrigerator Basket, $3.25. Tliis basket best solves the problem of keeping a good lunch good- Has no superior for out- ings, traveling, for the sick room, office, etc. C'onstructed of the toughest finished rattan, witli as- bestos and hair-felt packing metal lining. Ice compartment maintains an average temperature of 50 degrees for 24 hours. Water- tie;ht, moisture-proof, non-rust- able Price $3.25. Inspect it. A Gas Toaster Special. A practical and satisfactory bread toaster, such as is reguLuly Sold at 40c. An advantageous purchase enables us to price them at 25c. More $1 Bath Sprays, 75c. If you have delayed securing a good bath spray, you may obtain one now. Another shipment of these sprays — white rubber, with large nickel nozzle, 75c. Aluminum Kitchen Ware Aluminum Ware has come to make cooking easy and eating safe. Food can boil until dry in aliun- iuuin, without stirring or burning. Ciriddle cakes can be fried on aluminum without grease. Aluminum cannot flake, cannot burn on an ordinary fire, contains no acids, is non-porous, impervi- ous to impurities. Lighter in weight, longer in wear, cleaner and better-looking than any other. And not expensive : Round Griddles, 51.70, $2.50, S:i 75- Oblong Griddles, S2. 35 to $5.25. Biead Pans, at 35c. Pie Plates, at 15c to 25c. Roasting Pans, at 90c to ?i. 50 Rice or Milk Boilers, at Ji to No. 497 The Brighton Fruit Press is the very thing for extracting juice for making jelly or fruit juices. No. 2 is the usual family size and sells for St. 75. Silver's Fruit Press, much smaller but very satisfactory, is only 35 cents. Preserving Kettles in all sizes. New Jacquard Silks that will wash splendidly 55c a Yd. Monday we place on sale 50 pieces of jacquard silks ; these are only half silk, but they will wash all the better for that ; a beautiful range of patterns and many new color combinations ; 2S inches wide ; just the thing for spring and summer suits ; the choicest patterns will sell first ; make your selection early. Sale price, the yard, 35c. American Fence is a good Fence. Because it is made from the best open hearth steel — Because it is heavily and evenly galvanized — Because it can be perfectly stretched over un- even ground— Because the heavy stay wires are Hinged at every joint and it always keeps smooth and straight. American Fence is a good Fence to buy — Because, M'hile it is heavier and more dur- able than any other, it Costs Less Money. I sold over five carloads last year and am going to sell seven carloads tins year. Tlie high quality of the Fence and the Low Price will do the business. Two or three carloads always on hand. Trimmed Hats, I5 Exquisite copy of models of Par- isian creations and also many of our own magnificent styles. This famous line of millinery is superi- or to hats sold elsewhere at ?7.5o, and the equal of most hats lor which double our price is asked. Chapman's **Ad" Next to a "Mansion in the Skies," is the McPherson Man- sion with Soo acres of choice land, situate in Livingston County at the most fertile point in the Gen- esee Valley. Outside the "Garden of Eden" this is probably one of the best farms ever offered for sale. The big residence alone cost 25,000; an ideal spot for a country gentleman to live in lux- urious comfort. From 25 to 800 acres may be purcliased with the mansion and barns. The land not sold with the main buildings will be sub-divided and sold in smaller farms. Our list of small and medium sized farms and village homes is always open for inspection to prospective purchasers. Money to loan. No. 503 The Sorel Hat At present the French metropo- lis is wild over tlie beautiful hats worn by Cecile Sorel at the Com- edie Francaise. We are showing, to-day, hats that are exact copies of those that havestarfd the rage in Paris. Another striking novelty is pre- sented by the new Reboux Polo Hats. These exclusive little tur- bans are built entirely of violets, geraniums, American Beauty and other roses, Tliey present one of the most charming new styles of the season. There are besides hundreds of other newly trimmed hats that have originated with our own de- signers, as well as scores that roe produced from direct information received from Paris. No. 503 Store Your Furs Preparations are complete for the Storage of Furs during the months when they need expert protection, Facilities for renovating and repairing are of the highest order. Tne cost is moderate. 198 POWELL'S PRACTICAL ADVERTISER. No. 604 Showing of Easter Novelties Here are all the cute little re- membrances for Easter time. They are all priced hnv and in a great array of subjects. Baby with voice in egg — 30c, 60c. Large white rabbits— gSc. Egg faces — 15c. Mechanical rabbits — 49c, 60c. Happy Hooligan eggs — 5c, loc. Buster Brown eggs — 19c, 25c. Foxy Grandpa eggs — 5c, loc. Rabbit and nest — 25c. Rabbit eating carrots — 50c. Rabbit and cart — 60c, $1.00. Cliicken and basket— 10c, 5c. There's a good lesson in them, and if you want to take them home to delight the little ones in telling them the Easter legends they're on the Main floor. No. 505 You Remember the good old days way back yonder on the farm — how your mother used to make the nice sweet home-made Kettle-Ren- dered Lard, and how different everything used to taste then ? Don't you know that yuu can get the same tasting Home Kettle- Rendered Lard made by I. N. Voorhees & Co. at 247 Morris avenue? No coloring matter in this lard Many housewives have tried it in the past few weeks, and are enthusiastic in praise of it. Put up in 3, 5 and lo-lb. pails, and loose, 12c. a lb. No. 506 Special This Week McClure's Dep't Store 22nd and Ridge Ave. We're out of the high-price'i district, hence these out-of-the- way prices. Best Lancaster Gingham, s^c. yd.; Sc. Unbleached Sheeting, 36in, 5c. yd.;Sc. Outing Flannels, Si'^c. yd ; 50c. Corset Covers, 35c.; i2|,c. Ladies' Black Hose, 9c.; Z5c. Men's Gauze Vests, 17c. Creamy Candy At 20c a pound, worth 35c — Old-fasliioned Italian cre,inis. Luscious pillows of cream with a rich chocolate covering. Kor dainty teetli — and sweet. 20c a pound, worth 35c. No. 508 School Supplies the Children Like are the kind you find here. Every good thing for making school work easy. New and second hand School Books bought, sold and ex- changed. Money saved you in this. Our "Grammar School Tablet" is the standard margin line tablet. Evtry other good kind of tablet here also. This store will be open to- morrow { Tuesday evening ) to accommodate the school trade. Eat! When you happen to be in Oswego long enough to get hun- gry you can find no lietter place to satisfy your appetite than at the White Front Bakery. There you will find the best short order lunch counter in Os- wtgo.and you can get anything you want to eat. You will be treated white, too. No. 510 Ready-to-Wear Hats It gratifies us to talk about this collection. It will gratify you to see it. Ever day brings additional beauty — new models with still later, more alluring touches of jauntiness and style. I>iteresti?tg twi'elttes among Tricurnes, long, narrow Admiral shapes, small, quaint, Turbans, and flat Sailor Hats ; most becom- ing and prettily trimmed. New color-effects. Shapes for all faces, $1.75 to $10. Nc». 511 There are many examples to show the folly of having life in- surance made payable directly to inexperienced or incompetent beneficiaries. You can avoid such misfortune by making tliis company your beneficiary in trust. Many shrewd business men are doing so. Call or send for our booklet " Relatingto Wills, etc," No. 513 Value in Underwear Men's, Women's and Children's Underwear in .Spring and Sum- mer weights and of all-the-year- round excellence. Care has been taken — extra care — not only for coolness, venti- lation, absorbency, worth and good looks, but fur all the little details of comfort, too. And the prices are more modest than the values: Women's Underwear At i8c each, worth 25c-White ribbed, lisle-finished Vests; hnv neck , sleeveless ; trimmed all around with pretiy pattern of lace. Men's Underwear At 37^^c each — Fine gage light- weight ecru-color cotton Shirts or Drawers ; shirts with short or long sleeves ; drawers in short or long in seam. Children's Underwear Kngl isli wh i te gauze cotton Vests ; lowneck, with short sleeves or sleeveless ; or hit-h neck, with short sleeves. Prices range from 2sc to 5nc, according to size and style. No. 513 Diamond RiniT A Sale of Fine White Bedspreads First is a cnllection of beautiful Satin Damask Bedspre.ids, fur single or twin bedsteads. They are imported fmm one of the best foreign manufacturers. T h e grounds are snow- white, with most beautiful designs in relief, decorated with beautiful printed border pattenis and detached de- signs. These bedspreads sell rcgnlariy at $7, but by reason of our vpecial purchase, we are able to offer this limited lot at $4 each. No. .-»18 Educational Advantages Never h^s the Temple College at Broad and Berk sts, been in better condition to im|iart to male or female a thorough edu- cat i on in forty-six different branches. Day or Evening Cours- es. Terms very moderate. Full information on request. The New Spring Shirts Plain bosom negligee models seem to have struck twelve this time, though the pleated and stiff bosom coat shirts are also in high favor. We present an exhaustive series of the three. They are of the finest percale, madras, chevi- ot, linen and fancy weaves, woven in this country and abroad. The designs are varied- from grave to gay, from conservative to daring. The prices begin at one dollar and raise at intervals of fifty cents to four-fifty. With the shirts that cost two dollars or more we pro- vide an extra pair of unlaundt-red cuffs, which your seamstress may s^w on, after the attached pair are beyond further service. Hold this in mind : be yourpro- portiuns normal or abnormal, in whole or in part, with short arms or long, we can provide a perfect fitting shirt ready for your service. No. 520 Crab Cutlets loc. each. Made from fresh crab meat. They are just a hint of the many good things vou'll find in our Delicatessen Department. Other cuirenl offerings are: Rice Croquettes, 30c. doz. ; Beef Bologna. \i^/2Z. lb.; Sliced Beef Tongue, 50c. lb. Many housewives are finding it a great convenience to supply their tables with attractive ready ciM.ked edibles from tliis depart- ment. St. Patrick's Day Favors A handsome selection. Little things that contribute their mite towards the sentiment of the St. Patrick's Day dinner : Green Boxes, with hat and pipe, 30C ench. Black High Hats, with pipe, 15c each. Green High Hats with pipe, 25c each. Green Boxes, with harp, loc each. Green Boxes, with flag, 15c each. Shamrock Boxes, with pijie, 15c and 25c each. Harp Boxes, loc each. Green Baskets, loc each, Irish Heads, 20C and 50c each. Saturday for introductory purposes we will nut on sale two food products that nave unusual merit. They are made of the very best matenals in the very best and cleanest fact«>- ries. Maple Ridge Print Butler, lb. 25c. Kuclid Butter Crackers, pkg. IOC. To every cash pur- chaser of this famous butter we will give absolutely Free, 1 pack- age Butter Crackers. Never before have we Iwen enabled to put a combination of tliis kind on sale, where Ixith items nre at the lop of the list for L'vcellence, and if we have tme di.ssatisfied customer we will glad- ly refund the money. Come to the store and see our displny of fruit and vegetables. .Make your own selection, it jxiys. CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 199 No. 533 No. .-lac. No. 630 No. 534 Vanilla That Is Vanilla. Much vanilla that is sold does not contain a particle of vanilla. The pure food law of Pennsyl- vania requires that articles be labeled just what they are or con- tain. This gives you protection. If vou happen to have an empty vanifla bottle Inok at the label. It likely is labeled "conipound" or "colored" or *'This is a com- pound of half syTithetic extract of vanilla and half extract of tonka" or "4-5 tonka and 1-5 vanilla." Such statements on the label brand the extract as impure. And yet such \-anilla is sold in our town. Tonka is a good tobacco flavor- ing but is not fit for food. "'Synthetic extract vanilla" is made from coal tar. REAL VANILLA. Our vanilla is nothing but vanilla. It is made from selected vanilla bean. It is not colored artiticial- iy. It is allowed to "age" or "ripen." This gives it a delicate smooth- ness, a peculiar aromatic richness in flavor obtainable in no other way. , ... Our vanilla is the finest vanilla it is possible to produce. Note these reasonable prices: I oz. IOC, 4 oz- 35c.; % pt. 65c.; 1 pt. ?I.2S. No. 524 For the Bride at Eastertide Matching Lingerie Sets— trous- seau sets. For Easter brides or any woman who likes to have pretty underwear a part of her new Spring ward- robe. The styles are as new as the sets. But the same old dainti- ness, and exquisite workmanship distinguish each garment. You will notice that the prices are exceptionally small : At $6.25 a set — Nightgown, Skirt-chemise and Drawers of nainsook, trimmed with fine em- broidery, lace and ribbon. Night- gown has square neck and short sleeves. At $10 a set — Nightgown, Cor- set Cover and Drawers of fine nainsook, elaborately trimmed with lace and insertion, beading and wash ribbon. Nightgown has round neck and short sleeves. Little Home are done quicker and neater if you have the rieht tools and materials. We sell both. Brass Hooks that fit any moul- ding, for hanging pictures, 30c. doz. up. New Drawer Handles and a little \'amish will make an old bureau equal to new. Half hun- dred styles. 25c. a pair up. Furniture Polish, 15c. can. Paint Brush, loc. Tacks and tack hammers in styles and sizes too numerous to mention. Everything in home tools. Our catalogue for the asking. A big assortment of knobs, fasteners, bolts; all kinds of locks, hinges, catches, lifts, etc. Our repair shop is the place to send things of metal to be mended. Don't Carry Linen Table Spreads and Napkins to the Picnics when you can come and get a large crepe tablespread, 12 nap- kins and 12 doylies, for 25 cents. They are good t^ualitv— made on purpose for picnics, all in sets to match. Use them and leave them. It is cheaper than you can get your linen laundered. We can give you 100 paper napkins for loc. for excursion picnics. Look in our show window — west side. Our new and large stock of gilt and cheaper grades of crepe paper napkins is very attractive. Another stock of cheap base balls and catchers' and fielders' mittens just received. A few more bargains in Ball Clubs and Boys' Masks, at Variety in the New Silk Waists So many kinds of beauty are hard to imagine, until you see the waists. Elaborate, yet tasteful. Simple, but graceful. Intricate or severe. And every model a new model. Rich, delicate waists of silk or crepe de Chine, or lace, faultlessly cut and stitched and trimmed. You cannot fail to be gratified. ?5 to 523-75. Instances : At S6.50— Of white crepe de Chine : *rnnt of fine plaits, trimmed with taffeta silk, French knots and stitching ; full sleeves, shirred, with deep cuffs. Simple and effective. At $7.50— Of chiffon taffeta, m white or light blue ; front of stitched box-plaits; waist elabor- ately trimmed with lace insertion. I wish I could write across the sky in letters of gold the two words " Savings Bank.''— Rev, U'illuim Marsh, Thrift Series. ** Thrift is such a simple thing— and it means so much. It is the foundation of success in business, of contentment in the home, of standing in society." — Russell Sage. The foundation of thrift is a savings account at 4 per cent, compound interest. No. 529 The New Spring Scarfs The srarf designers have left the narrow path— lliey have exer- cised their ingenuity, and four distinctly new shapes is the result the three-fold four-in-hand, the band-bow, cameo-bow and stock- band, all of which you will find with us. The tendency is toward solid colors in brilliant shades of lavender, jacinth, green and brown. If the '* tendency " means nothing to you, we have also a representative collection of the new spring designs and stripes. 50c, |i, #1.50. J2> $2.50 and $3. Furniture Repaired and Re-upholstered The present is an opportune time for the repairing and re- upholstering of furniture for fall and winter, and at no other time can it be more conveniently spared than when you are awaV for the summer. A particular ad- vantage is that our shops not be- ing over-crowded now we can give more time and careful con.sider- ation to the work than later in the season when people are returning home and want the work done at once. During July and August all repairing will be done at summer rates, which are about 20 per cent, less; and all furniture will be stored until your return if you wish. No. 531 Fancy Full Cream Cheese. Do you like your cheese rnild or will you have it sharp, or just so it "bites" a little? Try us to- day and see how perfectly we'll please your cheese taste and save you money, too. Special trial price for a few days only loc. alb. No. 532 Custom Tailoring for Careful Men Our Custom Tailoring Organiza- tion fills a very important position with a great many well-dressed and particular men. Hundreds of thrifty men come back to us season after season, because of the satis- factory service they secure here at very moderate cost. In the first place, we have an excellent stock of new Spring fabrics that can meet the wishes and tastes of practically every rea- sonable man. We do careful and intelligent tailoring ; and we guar- antee fit and satisfaction in evei-y case. The usual custom tailoring profit is not charged. This means that a man can nave his suit or overcoat made to order at a com- paratively little advance on the price of ready-made. We are making good business suits to order, of excellent all- wool cheviots at $20. Better range of fabrics, and additional care and workmanship at S25 and $30 for sack suits made to order — and in this range we show an excellent assortment of very new fabrics, compv,-;ed of cheviots, homespuns and hard-twisted wor- steds. Ni». 533 Templeton Says : ''Keep Baby Well This Summer." In the first place get a sterilizer so that even'thing you feed the baby with will be pure and sweet —free from the germs that cause summer stomach troubles and other baby ailments. A sterilizer does not cost much and will insure baby's health dur- ing the hot weather. Your doc- tor's advice is the same as ours. Ask him. Add Pictures To Your Furniture List. While furnishing your house don't forget the walls. The pres- ent is an excellent time to buy pictures of the artistic, but not too expensive kind, costing from 5i to $s; they make all the difference between a house and a home. Pictures for 5i. (General Description.) Pictures for 51.50. (General Description.) Pictures for S2. (General Description.) Pictures for ^3 and 1^5. (General Description.) No. 535 Cut Glass 1000 Pieces at about % of Regu- lar Prices. This is n^i* a clearance nor a sale of odds and ends. Every piece is fresh and brand new. It is nchly cut and designs are handsome and now in demand. The lot represents a special assortment which was held for a Western store, but the manufacturer could not carry the stock any longer and sold out to us at a loss. Numer- ous tmiely suggestions will be found among the collection by prudent home-providers. Salad or Fruit Bowls— S-inch size, brilliantly cut; regularly 5^4.50, at $2.95. _ Nappies— 7-inch size, new de- sign ; regularly $3.00, at Si05- Nappies— S-inch size, new de- sign ; regularly ?4. 50, at $2. 'iS- Nappies— 5-inch size, regularly Si.75,at$i.i5. _ . , . Handled Nappies— 5-inch size ; regularly S2.00, at ;?i.25. No. 536 Masons' Tools Bags. Made of extra heavy white duck with inside pockets and reinforced bottom, leather handles and fitted with lock and key. 18 inch size Si. 50. No. 537 A Rainbow of Silk Petticoats The Rotunda Balcony looks like a silken rainbow now. Filled with the beautiful new silk petticoats in every true color, in every brilliant or delicate shade. The styles are novel and most alluring. An exhibition no Uste- ful woman should miss. Prices, $5 to ^30— These inex- pensive sorts give an earnest of tlie whole. . At 56.75— Light colors, ofnch, dark shades or black ; deep ac- cordion plaited flounce trimmed with gathered ruffle and plaits. At $7.50— New changeable ef- fects, or solid light or dark shades or black ; three styles ; graduated or pointed accordion plaited flounce trimmed with cording, ruching or plaits. At I9— Lustrous colors or black; deep circular flounce trimmed with four full ruches. 200 POWELL'S PRACTICAL ADVERTISER. Live Soft-Shell Crabs To-morrow We are promised by early morning express, Friday, fine Soft-shell Crabs. They'll be 40c. and 60c. a dozen as to grading. We can't deliver them, but they'll be put up for your comfortable carrying. They'll be ready to- morrow morning, barring wrecks or circumstances beyond our con- trol. It is a great Food Store; isn't it? To-day— 80,000 more good lemons at 5c. a dozen. These are Messina lemons, firm, thin-skinned and juicy. None C. O. D. The March China Sale Quality and assortment at their zenith ! Prices at their nadir. The first half of the March China Sale is done. And it leaves in its wake a forceful re- minder of what can be achieved by deliberate, judicious fore-plan- nmg, together with proper presen- tation — quality, price and almost unlimited assortment. We feel proud of the record. And to-day we start on the homestretch — the second half of March with our counters literally weighted down with choice China and Glassware. New Cut Glass Bowls, 8-inch, at $2.75, $3.50 and S5 each, worth §5, ^6 and Nappies, at S2.50 and $3.50 each, worth $3.50 and S5. Fancy China Pouyat, Chas. Field, Haviland, G. D. A., and French China of Elite make, at a full saving of one-third. Salad Plates, at $4 doz., worth $b. Fruit Plates, at $3 doz., worth ?6. Bread and Butter Plates, at $3 doz., worth $4.50. Do You Paint? Is a question asked us daily and has been answered in tlie negative until our Mr. Stewart has prevailed on us to let him paint some — he is an A-i painter. So here we are to tell you that now " We Paint," and arc ready to estimate on your woodshed or your 6 or 12 room house — grain- ln^ by an expert, in fact, all f)aintingto be A-i and first-class — lest of Oils and Leads that money can buy are to be a feature of our painting — and a postal to us will get you an estimate. Crystal Cafe Why suffer with the heat dur- ing this month in the preparation of your noon-day meal, when the fines' meal in the city is served Table D'Hote for 50 cents in the coolest dining room in the State. Perfectly ventilated, bright and cheerful with the pleasantest of surroundings. A La Carte from 6 a. m. until midnight. Washington and Market : i . A Cure for Rental Worries ! This plan gives you the profit but saves you all the trouble. Renting houses is a part of our business. We have a constant demand for houses and can (and do) keep our clients' houses full all the time. We secure you prompt collections, prompt settle- ments (same day if you like) and incidentally relieve you of all the details of taxes, insurance, re- pairs, etc., etc. Get our figures on this service. They are small. No. 543 Beautiful Photography Two Special Pre-Easter Offer- ings. For to-day, to-morrow and Sat- urday the popular Benedict Stu- dios announce the two following specials. Workmanship that bears the mark of newness and originality. Only experts are employed ; therefore results are invariably artistic. 12 Imperial Carbonettes and one 16x20 Black and White, S3. 12 Carbonettes and one 16x20 portrait in water-color, $4. 50c. and 75c. Fancy Hosiery, 29c. Four pairs for a dollar. This is a closing out price that closes out — don't wait if you want a good choice of patterns. Peter, Peter, Pumpkin Eater, Had a Wife And couldn't keep her. But it was because she had to stay all day in a kitchen overheated by a coal ninge. If he had bought her a Vulcan Gas Range she never wnuld have left him. Vulcan Gas Ranges render kitchen work a joy forever. Connected ready to use for Seven Dollars. No. 546 Leather Hand-Bags Handsome and serviceable Hags for women and girls who like to be in line with the newest and best. The most approved patterns. Companions of good, sterling quality that reflect credit on the fjossessor. Of walrus, Russia eather, seal, etc. At these declines from our reg- ular prices : Hand-bags of genuine walnis and sea-lion, in black and brown : 8-inch covered frames ; hlack and gray moire lining ; fitted with purse and purse and card-case ; Vienna handles, gilt and gun- metal clasps. At ?.^5f"', regularly A Beautiful Display for Little Children Made to be admired. Visions of Washington Square and Fifth Avenue and all the places where well-dressed little folks come out with the Spring days arise in the mind at once. These are the most picturesque, perfect blossoms of little Dresses, Coats, Caps and Bonnets you or we have ever seen. Come, mothers, and admire. Words are inadequate — but, as far as they go, read: Babies' "Mother Hubbard" Dresses at $4 to $10. Of French nainsook, Persian lawn, India linen and China silk. .Some elaborately trimmed with lace insertions and embroideries, others hand-made witli drawn- work and hand-embroidery. Sizes for 3 months to 3 years. Baby-like and fine. Children's Dresses at $3.75 to Of Persian lawn or China silk, in French waist and guimpe ef- fects; some trimmed with real lace, others more elaborate with embroidery or lace. Some silk under-slips in pink or light blue. Sizes for 2 to 5 years. In every lonely style. Domestic Coal Talk doesn't make good coal, but Good Coal makes talk ! If you are interested in An- thracite Coal for Domestic use, prepared to meet the critical de- mand of the competent and care- ful housekeeper we would be very glad to hear from you. Or if you are not fully satisfied with the fuel you are using, don't think that all coals are alike. There is a demand for a good article, and we supply that demand. No. .'->49 Lilac Lotion For Tan, Sunburn and Freck- les. It has a refreshing odor and leaves the skin soft and smooth — not sticky. Just the toilet cream for tourists. The NewT Spring Gowns Any woman can find a quiet hour of enjoyment, admiring these handsome dresses. Let them lie their own witness for distinction, beauty and style. .S"fl. flinging fabrics and brilliant taffetas divide the honors for first place. The new styles — their variety and grace — might be descrilied, though inadequately. But only your own eyes can give any pic- ture of the exquisite new color- ings. In these: Voile Dresses at special prices, ?2S, 535 and ;?so. Taffeta Suits, tailor-made; a marvelous collection of these charming garments, in every new shade. %ia to Sto- F.oliennc and Drap d'ete; new- est models in newest shades; very tine assortment. ^40 to $67.50. Your Machinery Needs are quickly supplied here, no matter what they are. If you need an Engine or a Boiler just drop us a line — if it's a Lathe or other piece of heavy machinery — a Pump, Drill, Press, Saw Mifl — in short, whatever you find your- self in need of in machinen,' or mill supply line, just ask us for our catalogue or pamphlet on the subject and we can soon .satisfy you of our competency to fill your order in the most satisfactory manner. Write to us. Fine Lace Curtains Reduced Rich, beautiful Lace Window Curtains that impart a quiet, charming atmosphere to parlor, library or bedroom. This is a splendid chance for economical housekeepers to pro- cure handsome Lace Curtains much below their actual worth. As witness : Point d'Arabe Lace Curtains — At $10 a pair, from 514.75 At $19.50 a pair, from $20.50 At $37.50 a pair, from $50 Crete Curtains — rich colorings — At $6 a pair, from $8.25 At $7 a pair, from $9.50 At $9 a pair, from $12 At $12.25 ^ P^ir. from $16.50 No. .^53 A New Messaore Each Day — Watch For It High Turn-Dnwns, These col- lars are often ironed with folds too close, so preventing tying of cra\'ats, which are frequently torn in trying to pull them into place. Forest Process insures easy lying of cravats. 'Phone 1048 or postal card will bring one of our white wagons. No. .'»54 Imported Summer Jewelry Not merely the conventional bars and bands and well-known designs of other Summers. This year European makers have sent to us inexf>ensive Jew- elry in the 7iiost artistic and novel effects. Every style of art from Pompe- ian to Art Nouveau. Quaint, chaste and most attractive. I'nusual in design and price- lowness : Hat Pins, enameled and fancy designs, set with imitation ame- thysts, pearls, cr>'stals, topaz and emeralds. 25c to $2.75. Fancy Enameled and Colored Hrooches, 25c to $2.50. No. 5Jji5 Burglary Insurance Has it occurred to you that a \'.icalion woidd Iw more enjoy- able and serene if you were in- sured against Burglar\'. ?ifi f<erfectly. without any alteration; but where changes arc required. we du just as the tailor would— make the necessary alterations in the most artistic manner. Superb fabrics — beautiful styles — perfect fit guaranteed. See for yourself how skillfullv they were made; and how carefully the hand- work has been done on tliem. All sizes for tall, stout and reg- ularly proportioned men. Materials, black thilwts. vicu- nas and unfinished worsteds. Prices: Coat and Waistcoat, $20, $25, $^0 and 5^5 Pipe Dreams Are always pleasant when Pre- eminent Clippings from Garnier's Pre-eminent Cigars are in the bowl. 1 have just received a fresh lot. They contain no dnig.s and are free from stems and dirt. They are carefully put up in five cent' packages, convenient to carr>' in the pocket. If you have never tried them, you will find them superior to other clippings and a very pleasing pipe smoke. New Gloves Silk and Suede Lisle. The new shades suggest the Spring, as they ought. Bright, soft colorings to match the new dress materials. Some very tasteful effects, too, in white or pongee with colored stitching. Altogether a pretty display for beauty-loving women to see: Kayser Silk Gloves, in all the new Spring shades and the old favorites that are always correct, at 50c, 75c and Si a pair. In pongee, stitched with green, brown, navy blue or violet, at Si a pair. No. 559 25c. Measuring Glass, 9c. Something every housekeeper should have. Needed many times a day. A measuring glass made of clear glass. Can be used for liquid or pound measurements, 7 inches tall. Offered to-morrow only for 9c. No. 500 Spring Overcoats For general use and for all round utility and acceptability the medium length Spring Overcoat has no superior. Conservative and dignified in cut, but with plenty of style - Short enough for ease in walking; long enough to cover any coat. Appropriate at any time; in any place; and for any age. In Ox- ford and black, $15 to ^35. Silk Suits, $10.00 You -so often find advertising promises more than stores per- furm that you likely often doubt the inducement in a modest, mod- erate statement. In that you may be wrong, but we shan't go into hysterics to convince vou. You will find it all out in time —maybe too late for the particu- l.ir thins: that may interest vou— hut vou'U find it out— and tlien it will do vou good ever after. And do tiie store more good than e.\travagant overstatement. Instance :— We made (for us) a rather strong statement of Plain Black and" Colored and Neat Novelty Taffeta Silk Shirt Waist Suits at $10.00. They're out on the racks now where we can see them better. They are far, far better than the advertisement even intimated. No. 502 Women's Hats at $5. $6 and $7 Trimmed. It is really remark- z.ble— the splendid value tint is represented in these Trimmed H,its for Women. They are reproductions of the late-^t Parisian models. And they look it. The materials are fine— the workmanship the best— the styles the newest. Turbans, polos, flares. Wings, ribbons Worthy nf particular mention are the Lingerie Hats, the nov- elty shaped straws — and the pretty bluets and new greens. $5, $b and %-j each. No. 503 Lettuce Salad is much move enjoyable when made with our Lucca Olive Oil. Nu other oil gives the same rich and delicious flavor. We import our oil direct, and can recom- mend it as being of superior quality. Sold in S oz. and i6 oz. bottles. For sale only by No. 504 The Little Cost of Lovely Kimonos Japanese-y, comfortable, grace- ful, flowing, light and beautiful and cool. Of printed crepe, plain albatross, fancy challis, or silk in solid colors or covered with a pattern of great flowers. All have borders of contrasting silk and are shirred in a pretty yoke effect. Unusually low prices : Of Cotton Crepe, $1.50, 5i.7S. $2 each. Of Silk, at $5 each. Of Challis or Albatross, at ?5 and ^-^-■=^'-^ each. No. 505 Pinks . it the ever-popular Daybreak variety, are bargain-priced with me this week. I'm selling 12 for 35c. this week; every blossom a big and beautiful one, and sent fresh from plant to buyer. Our Methods with Oriental Rugs It would startle the crafty deal- ers of the East to see a great stock of Oriental Rugs and the price of every piece marked in plain fig- ures. Perhaps you needn't cross the ocean to find other dealers who would stare in astonishment to see such a thing. It isn't the way Oriental Rugs are usually han- dled. But it's just that way that has lifted our Oriental Rug busi- ness from a very modest to one of the greatest in the South. Oriental Rugs as a rule come to tliis country in great bales. Then tliey are sorted by people who knovv every feature of value about them. The commoner kinds and the poorei qualities—any Rug that is below grade- is tossed aside for auction sale, and even then the prices are generally limited. If you are not wise in these things you may be most woefully deceived by buying at random. "We'handle Oriental Rugs as we handle any other merchandise. Buying in the very heart of the home of these art treasures we secure the least possible price and sell them correspondingly. No Atlantian need go to New York to see a first-class assort- ment of Oriental Rugs. Precisely that is what may be seen here— and prices have taken an extra tempting turn, for every one of them has been reduced. No. 507 Tailor-Made Suits For Girls — at %20 A newcomer to our already ex- tensive assortment of Tailor-made Suits for girls of 14 to iS years. These new Spring Suits are made of imported fabrics— refined, mannish. And exquisitely tail- ored. Distinctive, well-bred, gentlewomanly suits — these. Double-breasted, fitted coat; coUarless effect, with trimming of braid. Lined with taffeta silk. Plaited skirt. ?2o-worth, conservatively, $27.50. No. 568 The Union Savings Bank Frick Building, Pittsburg. " Money, Hke fire, is an excel- lent servant, but a terrible mas- ter." Thrift Series. '• Provided he has some ability and good sense to start with, is thrifty and honest, there is no rea- son why any young man should not attain so-called success."— Philip D. Armour. This bank encourages thrift by paying 4 per cent, comjiound in- terest. No. 569 Flowered Ribbons 25c. A YARD, WORTH MORE Beautiful Ribbons for sashes and trimmings, in an alloyer de- sign on white grounds with col- ored edges of light blue, tur- quoise, pink, mais, violet and cardinal. 3^4 in. wide. Very handsome. At 25c. a yard, worth one-third more. We Want You to See the $4 Shoes Women's shoes at $4 are not lUKommon. Such shoes as these for $4 have never before been seen. We have covered every point of comfort and utility, se- cured every grace of style. You can pay any price you like, but you cannot outdo these shoes in style and workmanship. Another point— there are 35 dis- tinct designs to select from. You can choose whatever leather you like best,— vici kid, box calf, Velour calf dull chrome kid, Ideal patent kid, French enamel. All the correct toe styles and heel shapes are included in the line, of course. We want to emphasize one style in particular— made of vici kid. laced or buttoned, medium round toe, kid top, light weight, welted sole, extension edge, mili- tary heel ; very dressy. Price $4.00. Hand Embroidered Waist Patterns Hardaneer Embioidei-y. The rich, dignified stvle tliat happened in N'ordland— Norway, Denmark and Sweden originated it. But America has followed close. No more excellent example can be found than these handsome Handmade Patterns— allover em- broidered front, collars and cuffs, with zH yards of plain material. SiS A PATTERN— a very moderate cost for hand- embroidery. Material is canvas weave, made in England. Xo. 573 $2 Straw Hats at 50 Cents Hasn't been a very good season for straws — too little straw- weather. Fortunately our stock is more choice than large— we will not have to accept a very great loss to close out all we have left. Not going to waste much time nor effort— going to give you your choice of any hat in the house at 50c. Some sold regularly at $i .00, some at $1.50, $2.ooupto J3.00. It makes no difference now what they are worth— pay us 50c. and you will be directed to the stock and allowed to make your own choice. You can now afford a straw whether you really need one or not. Better hurry. No. 5~3 The "Cecil" at $3 In our Men's Hat Store to-day, we submit the "Cecil"— the latest Wanamaker Hat for Spring. Neither conservative nor ultra — a happy mean. There's some- tliing elusive about it. It has style, and it has an uncommon appearance, It gives distinction to tlie wearer. The "Cecil" has a personality. The brim is a variation of the D'Orsay curl, rather flat-set. All crown-heights, and brim-widths. For young men . for men not so young, and for men not so old. The "Cecil"— $3 each. 202 POWELL'S PRACTICAL ADVERTISER. No. 574 No. 583 What We Do We gjind and hone Razors for the same price that others ask for honing alone. We grind Shears, Scissors. Knives, Axes. Sickles, Scythes, and all edge tools. We fix Knives and Forks so they won't pull out from the han- dles. We put on Razor Handles. 15 cents. We mend Umbrellas and repair Lamps. We do Brass Work, Forging, Brazing, and all kinds of Bicycle Repainng. We vulca:iize Sulky and Bicycle Tires when punctured, and make them as good as new. We re-steel and point Picks ; we sharpen Drills. We want your business ; we deserve it ; we'll work for it. F. A. StroLit has charge of our machine shop. He's the riglit man in the right place. We're still running our fully equipped shoe repair factory at this place. Smart New Covert Coats at $10 The price is an insignificant one, and yet. by reason of the enormous orders we give this manufacturer, we were able to se- cure coats of the style and char- acter fully equal to the garments selling ordinarily for twice their price. The secret of the beauty of the Coats is that we secured the model from one of the famous English tailors in the Rue Scribe, Paris; but by making the coats in unusually large quantities, we have been able to get the price down to this low point without sacrificing the beauty of the effect. It is one of the best coat offer- ings we have ever made. Jio. Bank by Mail We have a patented system of conducting the business of bank- ing by mail, applicable to both savings and checking account.s. It is easier and simpler to bank with us by mail than to go to a bank in person. By our system your account is automatically checked and you have a complete statement each time you deposit or draw money. Vour account in our bank i.s not subject to the examination of your tax assessor. 4 per cent, on savings deposits. 2J4 per cent, on checking ac- counts. English Cutaway Suits For Men These smart suits are made of fine, new fabrics, in neat worsted effects, including gray diagonals and checks. They are the mo.st stylish walking suits that the well-dressed man can wear. They are made up in faultless fashion. Prices ;f25 to 1^35 a suit. We are also showing a fine as- sortment of double-breasted Sack Suijs of stylish worsteds, at $18 to $2$ a suit. A Great Display of Check Suitings It is a season of Check Suitings — both Shepherd and Fancy Checks. We knew it was going to be. Expert attention for many years gives us a sort of prophetic power. And we arranged vast purchases before the price of wool began to rise. Result — tke tnosi varied and exhaustiz'e shtnving 0/ Check Suitings under one roof any- ivhere; and at the io-west prices. Shepherd's Check Suitings, at 50c. to $1 a yard, Check Suitings in Panama weave, 50c. to $1.25 a yard. Check Mohair .Suitings, fancy effects, Sgc. to $1.50 a yard. All the approved and novel styles and colors. Your Vacation Is Coming ? What will you do with your siKerware, jewelry and other' val- uables when you go away .'' Why not leave them with us for safe keeping? We rent Safe Deposit Boxes f(ir ^4 per year and up. Trunks and packages stored at reasonable rales. Girls* Covert Jackets $6, worth $8.50. First, they are of covert cloth. And covert will be worn this sea- son by girls as well as women. And it will be worn largely. Splendid material, and service- able withal — it well deserves its popularity. Then, there are stylish Jackets, shapely, handsomely made. Collarless effect, with trimming of braid. Double-breasted front, fitted back with stitched straps. Lined with satin. For girls of 14 to 18 years. $6, worth ;jS.5o. A Pineapple Bargain Fine, sound, ripe pineapples, easily worth loc. each, special Friday and Saturday, 7c. each, 75c. dozen. Get them for can- ning while this low price prevails. iSc. a dozen for nice juicy lemons is another Friday and Saturday special. Carnation Plants Three for loc. Tlicse Carnations have been properly started, and are all ready to set out, for bloom in a few weeks. There arc three plants in a bundle, assorted as follows : Mrs, Thomas I.awson, pink ; American, red; Quetn Louise, while. Three for icc. Hair Mattresses The best hair is from the wild horses of South America and Mexico, and comes to this coun- try in huge bales. It is picked apart, cleaned and made into any kind of ticking you want. The longest hair is best — and black is better than white — it's just as clean and hasn't had the life taken out of it by bleaching- The mixer hair is shorter horse hair mixed with other sorts — just as clean, perhaps just as comfort- able as the other, but doesn't wear so long without doing over. But after all, it depends on your need — if you want it for long, pay as much as you can; if for the present the cheaper will do. We have them for critics up to 545. We'll make the kinds specified below to your order, and will send a man to your home to take measurements, if you live inside the city. Twelve grades of hair; 30 pat- terns of ticking; three styles of making, one or two lengths. Buymg a lot of good hair at less than usual, permits the price saving in the mattresses. ?i5 for the "Queen Louise," weighing 40 pounds, and filled with pure horse hair. $18 for a better quality of hair. 522 for a still better one. S26 buys the best black hair. ?2S is asked for the best white hair. Remnants of White Waistinofs AT ONE-THIRD OFF. Many of our lines of figured and plain goods have become broken— the result is this offer- ing. Absolutely new goods this sea- son. Perhaps a little mussed or soiled on the edge from handling. At one-third off the regular price. Wear Spex ? or think you need them? Our New Optical Department is in charge of an experienced scientific optician, who will ex- amine your eyes free of charge and advise you as to the course to jtursue — whether to get glasses or not, or give your eyes a rest, or undergo treatment. We don't treat eyes — just test them and fit glasses when needed. Nose Glasses, 55c to the finest, all under usual prices. Spectacles, 40c. up. Gold Filled Eye Glasses, $1.75. Solid (iold, ?3.5o. Don't wear uncomfortable de- vices that hurt or won't stay tm. when there's so many sorts to choose from — and surely one that fits your nose right. Comfor and security without apprehension. Spring Tonic Now in Order Now is the time to take meas- ures against blood disorders. Use Patton's Sarsaparilla Com- pound, the best blood purifier and spring tonic extant. Sample bottle free. City Drug Store. Save $10 on Your Overcoat The difference between S25 and the price a merchant tailur must charge you for this kind of suit or overcoat, you can credit to the account of your common sense- it's Sio certainly, probably $15. Go over these garments point by point— the material, the stylish lines, the "lay" of the collar, the careful stitching, the excelU-tit lining -and you'll decide to save that amount tliis Easter. At this price we offer 1,000 suits and overcoats — suits in fine plain grays, checks and stripes, blue serges and black thibets, in straight front single or double- breasted models— topcoats in cov- erts or fancy cheviots and crav- enettes in plain gray and neat stripes. Choice $25. Make Your Home More Attractive Nothing will do it so well or so cheaply as tasteful Pictures nicely framed, and they need not be ex- pensive either. The right kind of PICTURE FRAMES add much to the attractiveness of the Picture. We always study to give the right kind suitable for each subject, and do tlie work at the lowest possible price. A Breakfast You'll Relish While tlie family is away break- fast with us. You'll enjoy tlie change and enjoy the food. Club Breakfasts, 25c. 30c and 35c. Coal Kitchen Range, Hoi-Air Fur- nace, Hot-Water Heater. Good for 50c. This coupon and $4.50 will en- title the hearer to one ton best tjuality lump coal. Most eco- niimical, and will give more heat than any other kind of coal. No dirt, slate, clinkers — no ashes. Suitable for latrol)cs. 4559 Died Without Family Provision Here in Allegheny County— an unusually ricli community — out of 5,164 adults who died last year, only 230 left estates of more ih.m ?i, 000, and 4559 left no estate at This is a strong argument in f.iviir of Life Assunince, for in no (itliL-r way can the average man m.ike adequate provision for his family. An Equitable Policy, in event of your death, assures immediate means for your family or for the protection of your business inter- ests and makes sure provision for you. own later years if you live. CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 203 No. 593 No. 597 No. 607 Hand and Glove With Fashion Women's Gloves. The new- shades to matcli the favored dress go<.ds : Princess ^^ay Glace Two-clasp Gloves, in all the new shades of lan, mode, beaver, mahogany, gray, blown, navy blue, reseda, black and while. #i a pair. Princess IM.^y Suede Gloves, tliree-clasp, in all the new Spring shades, and black and white. $i a pair. Elbow-length Silk Gloves, in blue, pink, red, tan, mode, Nile green, black and white. $i a p;\ir. The new Kayser Double- tipped Silk Gloves, in all the new street shades, and black and white. 50C., 75c., $1 a pair. No. 593 A Good Time To Buy a Good Time-Piece I have just received a lot of new Watches which are worth your seeing — probably the most interesting assortment that ever came to Clark. I never saw handsomer styles; and as I bought them at a dis- count for cash, I mean to sell them at pleasing prices. If you need a watch 1 can fit your taste and your purse right now. Come in and talk it over. L No. 594 Smart Shoes for the Smart Set A snappy, distinctive shape for dress wear, wliicli appeals to all careful dressers; drop toe— flat last; patent leather, black and tan Russia; price five dollars. No. 595 All Wool Serge At 75c. Worth $1 Every manufacturer of serge seeks to secure the Clay weave which made this English maker famous in the production of men's fabrics. One of the concerns that is most nearly successful in securing the weave and wearing qualities of this famous serge, made this particular lot whicn we are now selling at 75c. a yard. These serges are 46 inches wide , in three shades of .lavy blue, four shades of brown, and black. It is regular $1 quality, but a favor- able purchase enables us to sell it at 75c. a yard. Stop That Wheeze It's killing you. Perhaps you'll smile at that unless you have a bad case of Asthma. But Asth- ma is but a forerunner of con- sumption unless it's stopped. Potter's Asthma Cure is a scien- tific combination of remedies that never fail to produce relief. Price 2SC. The Sarnoff Hat After ".April showers" leave them blacker than ever. After tlie warm sun of early Spring show up the Browns in all t li e i r shimmering shades of beauty. Then ynu realize, that not only is a Sarnoff Hat vastly superior as to smartness and style, but, that it is absolutely equal in qual- ity to the " agency" hats for which you are asked to pay from a dollar ctr two more. The Hat for every man. $2. No. 598 Don't Disturb Yourself An extension set at your elbow will save you jumping up and down to answer the telephone — one dollar a month on most classes of service — ask about it. No. 599 Pine Pole Kitchen The unprecedented success of the Pine Pole Kitchen as a medium for the serving of open- air meals, lunclies, ice cream and cake, convinces that we are filling a long-felt want. The fact that hosts of people have already partaken of our dainty lunches, amid nature's most beautif-il environs, speaks more eloquently than words, that this is an ideal spot for those seeking a day's outing, away from the turmoil and dust of the city, or for those seeking a change from the monotonous routine of a hotel or boarding house. Special arrangements made for serving hotel parties. No. 600 Checked Mohair Outline checks and solid checks are having a close race. The last were always pets until late this spring, but now some people have the idea that outline checks look lighter and cooler and the trouble is on. Blue-and-green checks are very fashionable. In most of the others there is some white, which stands like a policeman to separate the blocks of blue, brown, black, green or gray. 50c. to $1.50 a yard. Put into suits or gowns they are as quiet and distinguished, yet have as much swing as a woman can want. Some Home Bar- gains in George- town for Thrifty Colored People S200 cash — balance monthly will buy any one of these homes: 1513 26th St., water and sewer- age, Si, too. 3315 R- St., 6 rooms, for $1,500. 1S12 34th St., water and sewerage, Si. 300. 1606 33d St., brick $1,600. 3207 Grace st., 7r., water and sewerage, ^1.500. 3230 Grace st., 6 rooms $1,300. Stained Hands resulting from exposure to fruit acids vvjien preserving, canning, etc., mav be avoided by wearing "AGN()TA" Rubber Gloves. Once used always worn by ho ise- workers who desire beautiful hands. Price, per pair, $t. Rubber Bath Mats, $1.35. Saving Softens the Pillow There is better sleep by night and better cheer by day in tlie family whose head has a savings account. We receive savings deposits, we assure saving people a pleas- ant reception, and we pay them 3 per cent. No. 604 Model Homes on Monthly Payments We build according to your own plan. Fifty plans furnished free. We give a warranty deed and take an installment mortgage on easy monthly payments. Prizes given for prettiest yard. Flowers, lights, special police protection furnished free. Lots in best part of city with every improvement and good neighbors assured. Men's Topcoats for Easter If it's cold— and it seems likely to be— a topcoat will be a neces- sity. Be ready for emergencies. Cool or not, topcoats will be worn on Sunday Get in style for pres- ent wear. You'll want the coat for vacation time, anyway. Fine variety for men of correct dress ideas. SS.50 to $25. Raincoats same prices. No. GOG Sale of Men's Trousers This offering is broad enough to meet the wishes of practically every man wlio wants to freshen up his summer suit with a new pair of trousers. If you have a black or blue serge or thibet suit, here are trousers to go with them in the same fabrics. And if you wish a variety, here are striped worsted trousers, as well as the light-colored outing trousers. All are very materially reduced in price to-day. There are ample quantities, making good variety to choose from. Inese three groups : Two hundred pairs of Men s Striped Worsted Trousers, our regular Ss kinds, at $3.50 a pair. Two hundred pairs of Black and Blue Thibet and Serge Trousers, left over from suits; a good $5 value, at $2.50 a pair. Men's Outing Trousers of light- colored homespuns; ^4 and $$ kinds, at #3.50 a pair. To Whom It May Concern Know ye, that by the Payment of Three Hundred and Seventy- Five Dollars {;J375) and in com- pliance with the laws of tlie State of Ohio and City of Youngstown, I am permitted to retail intoxi- cating liquors at my place, 114 East Federal Street. To the wife who has a drunkard for a husband, or a friend who is un- fortunately dissipated, I say em- phatically, give me notice in per- son of such case, or cases, in which you are interested, and all such shall be excluded from drinking at my bar. Let mothers, fathers, sisters and brothers do likewise and their requests shall be regarded. I pay a heavy tax for the privilege of selling liquors, and want it distmctly understood that we have no desire to sell to drunkards or minors, or to the poor or destitute. I prefer that they save their money and put it where it will do the most good to their families. There are men of honor and men of money who can afford it, and it is with these I desire to trade. I would say to those who wish to trade with me, and can afford it, come and you will be treated in a courteous and gentlemanly manner, and furnish- ed the purest of liquors. No. G08 Soft Shell Crabs THE CONNOISSEUR'S DELIGHT Served in our own excellent style on warm, crisp toast, with the celebrated tartare sauce ; a dish to tempt any one and fit for a king. Fifty cents a portion of three crabs, any day. No. G09 Good Milk and Cream are delightfully Cooling AND Refreshing IN Hot Weather Healthful and nutritious, too, and verv cheap considering their high fuod value. But they must be good and above suspicion. PURITY products meet every condition. They are enjoyed by every member of the family. A meal is not complete without them. Call the PURITY wagon or 'phone the dairy, 712J. No. 610 Ironing Day That's the day the Gas Range proves its superiority ! Ironing isn't half the work, with no red- hot stove, no overheated kitchen. A single gas flame heats three irons with small expense and great comfort, if you use the No. 2 Sad Iron Heater sold by dealers and by this Company. Price 30c. Single Oven Ranges, S9.75' $10.50. Double Oven Ranges, S12.50 and up. Independent Water Heaters, $6.75 and up. Connected free along the Imes of our mains. For sale by dealers and by 204 POWELL'S PRACTICAL ADVERTISER. No. 611 Strange how some people keep on putting their money in specu- lations. And it's money they've worked hard for, too, and taken time to save. Far better had they bought ^ood Cias Bonds — money safe and income sure. We'd like to tell you why. No. 61S Let Us do Your Papering Many of our customers are those who have been accustomed to pay- ing fancy prices for their work. Now it is different. They pay a price that is within the reach of all, and at the same time get more saiisfaciion. Why not be numbered with our contented customers ? No. 613 Our Trunk Store It's a store — not a side issue. It's a store that does so mucli business that it demands the nuist careful consideration and care from our buyers. You can't buy a shoddy trunk here — none here to sell. We liave cheap trunks — as little priced as ?2.75 — but they are not shoddy. 'I'lie best low-priced trunk you will find anywhere is here. It's our "Detroit Special" — costs you from $5 to ?7.5o — cost depends on how large or small a size you need. It is linen lined inside — canvas outside with enough bands to make it reliable — has two heavy leather straps and the locks and bumpers are of brass. This "Detroit" is but an in- stance. We have as good as you will want — anywhere in price up to S^o each. (iood selection of steamer trunks— §3 to $15. We can cite you to many trunks from here that have toured Europe and conie home as sound as when they started. We have a three-quarter size trunk that is popular. It is larger than a steamer — not so large as a regular trunk. Prices ^y-jo to ^15. Exactly suited to the needs of many. No. 014 Pure White Lead While Lead is an easy mark for the adulterator. Your protection lies in the brand on the keg. " Red Seal" is 100 per cent pure. Buy it yourself or insist upon your [>ainter using it. Sold by all reputable dealers. Dysentery The general prevalence of Dysentery or summer complaint has created an enormous demand for that best of all remedies — Chas. Kraemer's Ca I if or n i,i Klackberrv Brandy. A useful and wholesome astrin- gent tliat is prescnbed with great success by Washington's leading pliysicians. It is Absoluttlv Pure. 40c. pt., 75c qt. Spring Suits and Top-Coats for Men Ready for senice. $15, J2o. $25. Ihe greatest factor in the devel- opementofa busines.s is compe- tition with i/sc//'-~lhe constant exertion of all its power and strength to raise its standard. With what we have done we are content, ever, but satisfied, never. If we were, our new series of Spring Suits and Top Coats at tifteen, twenty and twenty-five dollars would fail in its purpose. We are ready with quite a com- l)rehensive and diversified series of models, distinctive in character and style. Sack Suits — Single and dovible- breasted models, of worsteds, cheviots, twills, cassimeres, serges and thibets in both rough and smooth surface weaves, in all the new shades of gray and brown mixtures, self over-plaids and broken checks. ^15, $20. 525. Top Coats — In the new 32, 34, 41 and extreme box models, pad- docks, paletots and tourist coats of covert, whipcords, twills and cheviot in the ver>' shades and designs with which the exclusive tailor-men pride themselves. ?i5, %2o, S25, Soft and Cotton Top Mattresses, %2 to $5 Not Mattresses carelessly made. Not filled wiih trash, but made the best we know how. r>urable ticking. Clean filling inside where you can't see. Filled and tufted and bound just as they should he. Come and let us show you how good a mattress can be for $2 to ^5. '* Wunderhoox " Make Shoes Easily Laced Women who have been jealous of the ease with which men could lace their shoes, are able to-day to share this comfort. The hooks used on men's shoes have been found impracticable for women's shoes, because the skirts are con- stantly catching in them. The inventor of "Wunderhoox" has overcome this difficulty, and pro- duced hooks in which the laces provide a perfect fender for the skirts, making it impossible for ilicm to catch in the liooks. On ce in a Wh lie (luring six months out of every year it is safe to predict that in this locality the Kasl and West Winds will " trip the light fantas- tic " to the accompaniment of all things movable and many that would supposedly "stand tied. " One thin^ we know will not join in the spirit of the occasion, and dnes not begin to get busy until the music has ceased, and that is a Tornado Policy in the Spring- field Fire and Marine, the first company to write this class of risk and the first to offer suffering liiiniaTiity a means of replacing ■ the Old Home as it u.scd to be.'* No. 623 Quarter-Size Colars Even now in the sleepy season, we're wideawake with clothing, furnishings, hats and shoes for men and boys alive to good things. For instance, we've collars in quarter sizes for tlie comfort uf that half of mankind whose necks don't grow in even half inch jumps. All popular brands. Talks By the Wise Little Man He says it is curious, when you think about it, how many plamly visible things we don't see till some other fellow has seen 'em, and how at least eleven men can develop aline brand of hindsight to the one whose foresiglit is alu'ays in working order. Applying this observation to his talks about real estate, the W. I.. M. says it ought to be so plain as to need no argument that long before the Pennsylvania Railroad finishes that North River-Cross Town-East River-Queens Bor- ough Tunnel system (next to tlie Panama Canal, the most wonder- ful project of modern times), there will be an increase in land values in the Eastwood section of Jama- ica such as to make dizzy those who with open eyes are now un- able to see. Could fill a column or more, he says, with sure enough reasons for his opinion that EASTWOOD is to-day absolutely the best real estate proposition either for homes or for investment that has ever been offered to New Yorkers. But advertising space is mighty expensive, and, of course, we can't get the Editor to tell our advertising story in the news col- umn — even though it's the best kind of news, all right. Hence, we've got to ask people to look at EASTWOOD for themselves or to send for the Little Book, Eastwood is restricted and has perfect macadam roads, cement walks, sewers, water, gas, electric lights, and beauty of location, till- ing every requirement of the most fastidious hcmeseeker. Above all is the supreme fact that Eastwood is soon going to be within 20 min- utes of that wonderful Manhattan Depot of the Pennsylvania Rail- road, which is now building west of Herald Square. Get a little foresight at work and think what all this means. No. 633 We Rent New Pianos We are renting new pianos in many of the Ijest homes in this city. In renting a piano from us you ' have access to one of the largest slocks and greatest variety in this city from which to make a select- itin. Yoj can rent a piano from us as cheaply as from those who cannot offer the advantage of this stock and variety. We make no charge for tuning rented pianos. We move the instrument one way free, and in tile event you conclude to buy the piano, or any other in our stork, we allow rent to apply on the pur- chase price. Splendid selections may Ix: hnd novv. The Beauty of L. R. Corsets L. R. Corsets help the dress- maker, by accentuating all the best lines of the figure, and only the best lines. That is because of the peculiar pliancy that lets the corset adjust itself to you, without losing its own distinctive style. Makes the dress fit better. Makes the wearer more comfort- able — therefore more graceful. And wears well on acquaintance. New models for Spring — to suit all figures. At 5i — Handsome straight-front Corsets, for the average long- waist figure; made of fine batiste. At S2— Reliable, well-fitting, and most comfortable, giving free- dom to bust and hips ; made of white batiste. Women's World's Fair Oxfords They have rubber heels. Heretofore it was necessary' to buy oxfords with leather heels, detach them and attach the heel of rubber. A bright shoemaker said: " Why not put the rubber heel on when making the shoe?" Cer- l-iinly. Rather think we're the first to show rubber heels on oxfords from stock, and also rather think women will appreciate the fact. Rubber heeled shoes are highly favored by women of sloutish build, and there's no denying they are delightfully comfortable for any woman who tramps over- much. This oxford with rubber heel is made of dongola kid. with tip of same, neat full toe. medium weight, welted sole. Sizes 3 to 7, widths A to E. The price is $3-00. Art Squares, Under- Price Hundreds of housekeepei"s are thinking about the floors of Sum- mer houses, and will be glad to secure these attractive coverings, either to go directly on the floor or over a matting. They are woven in one solid piece, in a \-ariety of patterns, in sizes and prices as follows : 2J4 X 3 yards, $3. 75, worth $5.75. 3x3 yards. ?.|.5o, worth ^i.-;^. 3x4 yards, 5t>, worth 5g. .^ X 5 yards, ?7.5o. worth $11.25. .( X 4 yards, 58, worth #12. 4x5 yards, ;>io, worth 5i5. iVIso some other Squares, odd either in size or design, a third under- price. No. 6'iG Rubber Gloves for IVeserving, etc. $1 a pair. These gloves are a convenience and protectivin you'll appreciate, particularly wlien pre- serving, canning, gardening, etc They protect the iiands, prevent staining, etc. Durable and per- fect-fitting. 5i per pair. Ladies' Ilatliing Cips, 35c. up. CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 205 Xo. 632 Nf.. C37 No. 641 New Sweet Potatoes Nice fat clumks that will uonk as yellnw as gold; serve with green corn, iced cucumbers and tomatoes and you won't miss meat at alL Oo cents the peck. Ahout the stove — No advance vet with the price of Meridale iDried Ueef. which in the midst of the greatest using time of the year, means doubling our usual sales, 30 cents the pound. Block Island Codhsh that are small, short, thick, white and meaty, 10 cents the pound. Good Painting and Decorating Commands admiration. It's a sign of economy and good judgment. We use only the best of paints for outside as well as in- side painting, and guarantee to put it on riglit. No matter if you have a palace or only an auto house, our work and prices will speak for them- selves. Satisfying Beer It is a Beer with a "Want More" taste. One that you can adopt for home use with a feeling that it is the best. It don't cause biliousness like beers with less age and care in the brew. Purity — why there's no purer beer made — can't be. Don't take a substitute, get F. K. X. L. N«>. fiSO Extra Markers To Fill In You may have had a death in your family since your ninnunit-nt was erected. It is your inlentinn to have a marker set and the in- scription placed on the memorial. Other things have prevented. You have failed to get at it. We can make a marker to match any monument with our Pneumatic Hammers. We can do it at very small ex- pense. It perhaps will not cost as much as you anticipate. Wrile us a postal and we'll have some- one call to talk it over. Chocolate Easter Eggs IOC to ;?i.5o. Gfind to look at. Better to eat. Couriers of joy to the little folks. We are prepared to ornament these Chocolate Eggs and other liaster chocolate novelties with ymirnameorany decoration you desire, without extm charge, while you wait. Also will fill and tie with prett>' ribbon, free of charge, all Easter novelties, if so desired. Cream and Jelly Eggs, for fill- ing, at 15c and 25c a pound. The Beer That Satisfies In the P.rewiug of Fehr's Beer ihc rich and nutty flavor of the ripe grain is singularly retained. This rarc-ly delightful tiavor, the rich amber color, and the glor- iuus, sparkling, snapping, creamy foam all please the eye and palate and dwell pleasantly in one's inenuiry. $1 pcrcaseof twodo/,tn. " I Know Nothing About a Refrigerator " Scores of women tell us that every day. Some refrigerator makers bank on this ignorance. Do not depend upon the name of a refrigerator, unless you know the record back of the name. The " Eddy " and " Puritan " refrigerators and ice chests have a selling record in this store reach- ing back 15 and 20 years ; in cliarge of them a man who can give you any refrigerator infor- mation you want. We do all we c.in to give you honest, whole- home means of preserving food. Puritan refrigerators — 100 lbs. ice, $25 ; 40 lbs. ice, $14 ; 15° ^^s. ice, S2S.25 ; 50 lbs. iccj $16.75 5 200 lbs. ice, $32.50. Puritan ice chests— 30 lbs. ice, $''.50; 100 lbs. ice, ^10,25 ; 50 lbs. ice, ?S; 150 lbs. ice, $12.75. Eddy ice chests — 50 lbs. ice, .f 11.25 ; 25 lbs. ice, $6 ■ 75 lbs. ice, $12.75; 35 lbs. ice, $8.50 ; loolbs. ice, Si4-5o; 40 lbs. ice, $10,25; 150 lbs. ice, $17-50- No. 634 Linen Suitings At iSc a yard, worth £$€. These attractive fabrics are woven in Ireland, and are in jiretty mixtures of colors and white. They are just the proper weight for Spring and Summer suitings, and will be most effective when made up with white braid. They are in mixtures of light blue, pink, green, red with white, 30 and 36 inches wide. The reg- ular 25c quality at 18c a yard. This Is the Day For a Hammock There is nothing to hinder you from buying— the weather is rtglit —the prices are just what you ex- pect to pay — the patterns that vou will see are just what you ha\e always wished for. No line like ours, the Palmer Hammocks for ;?7-5o, ,'i'7.oo. #''1.50, .S6.25and from that to as little, each, as $1.25. An Easter Derby, $: Your hat must be just as correct as the rest of your attire on E.isierDny. Here's the very newest mode! — well up in the front rank of derby f.irhions. As for quality, it will pass mus- ter with any $3'hat in town. Easter Corsets Every woman owes it to herself to wear the right corset. This season, the fashionable corset, and the woman who wears il. iiave lx;en remodeled, or as tlu- dressmakers would say, have been taken in at some places and Id (lilt at others. The changes nu- small indeed: but having been made intelligently, have worked wonders. The waist is noticeably longer a-id is of smaller circumference, the bust is noticeably higher, and ih^ hips are more rounded. The straight front is maintained. The best of these new corsets, as a trial will prove to you. are the W. E. Nuform Corsets: ?i and Si. 50. No. 638 Install the Light of Satisfaction There's no use illuminating your residence with an artificial light that throws out heat, making your rooms still warmer, and never giving an even light, nor by a light ^that throws out nauseating odor — use Electric Lights in eveiy room — the light of satisfaction — the light that once used, is always used. No. 639 Odd Pairs of Lace Curtains Half Price This is an offering of Eace Curtains in one and two pairs of a kind. You will certainly find the style you wish among them, as all are perfectly correct and represent a great number of lines. Irish Point. Ruffled Bobbinet, Ruf- flijd Swiss. Cable Net, Arabian and Renaissance, together with a snlendid assortment of tine nov- elty curtains. Nevertheless, they are small lots— not over two pairs alike— wtiich we are always anxious to sell, as is manifest in the price to-day : One-half what they sell f r regularly. Former prices $1.50 to $10.00 pair; this sale 75c. to $5.00 pair. Regular lines of Late Curtains also offer rare buying-chances this week. Oh, For A Surf Bath ! We have the things which make it jmssihle and practically biiiigs I he sea shore home to you, where • ou can enjoy the exhilarating Salt P.ath without leaving the litv. A 5 POUND BOX OF MERMAID SEA SALT FOR We also cairy bath tablets, bathing caps, bath and toilet joaps, hath brushes, bath mats, etc., and at prices about one-half what you have usually paid. Sec our window display of this line. l)on't forget that this is the only drug store'in the city that gives an automobile ticket with each 50c. purchase. Our minute mes- senger service will carry your ^ Killest order to any patt of the city without extra cost. Ask to See These To-day Ask to see the line of exquis- itely designed Crystal, Floral and ( M)ld decorated Lemonade Sets Ih.it we are offering at 75c. These srts consist of Pitcher, Six Glasses ;ind Tray. Ask to see the cute and iiretty "Pig" Savings Banks. They will make the youngsters scream with delight and cost only 5c. and loc. each. Ask to see the line of Crystal Cologne Bottles which we are (.losing out for 6c. each. These are elaborate affairs, and have a pretty Filigree Silvered Top — we've sold them right along at 25c. each. Ask to see the China Ice Cream THshes which are now going at 40c. per set of six. These are beauties— Floral— Gold— and all that sort of thing. Ask to see the very new line of Umbrella Stands— they're going .IS low as $2> each. Who Pays For It? Ever notice when your coal bin is nearly empty what a lot of dirt iliere was when you got to the bottom of the coal ? Ever notice when coal was put into the bin what a lot x>i dirt there was on top of it? All counted in the " weigh." Ever think who pays for it? Moral — Buy " our coal " and keep the dirt out of the coal bin and more money in your own purse. Every lump of " our coal " is a lump of heat— no dirt, no waste. One trial makes a per- m a n e n t customer. Telephone (My-2. Prompt delivery. We're Upholsterers We've been so busy in our up- holstering department that we have not called it to your atten- tion during the spring months. We are cleaning up back orders and will be in a position to meet your needs promptly in the fu- ture. It's our business to make your old furniture look like new, to be like new, or better, for many an old frame is better than the ones uiade nowadavs. We have an expert cabinet worker and finisher on antique iiirniture. How about your hair ni^ttresi? We will make it over and return the same day. Esti- mates flee. If This Catches Your Eye And you will spend ten minute; in our beautiful Plumbing and Lighting Show Rooms, " the nncstinthc Southwest," you will s;;e something vou never saw be- fore. Houston is progressing, and we are keeping upwiUi her lirogress. Don't take our word fur it. Come in and see. 50 new stvles of Gas and Elec- tric Globes'just in. 15c. to 51.50. Five bath rooms complete. 150 stvles of Lighting fix- tures. 50c. to $75- 3P" candle power Welsbach Gas Lights. 206 POWELL'S PRACTICAL ADVERTISER. No. 645 Xo. 64i) Who Wins ? The race is not ahx-ays to the swift and discretion in financial matters is the better part of valor. Abnormally high rates of inter- est mean abnormally large risks — invariably. Safety is the first and greatest consideration. Ours is a National Bank with a savings department. Savings de- posited with us are absolutely se- cure — safer than they would be in any other place outside the Treas- ury at Washington. Every year we add 3 per cent, interest to your deposits. This 3 per cent., with absolute safety assured, represents the best form of investment in the world. Your savings should be placed with us without delay. If out of town, bank by mail. We will send you, free, full details of our method of banking. One dollar or more will open an account with us. Do it now. No. 646 Don't Cuss and Make a Fuss Life's too short— the remedy too cheap. An Extension Tele- phone is what you need- you can count by the hundreds the steps it'll save. You are a business man. It's a business month. proposition. $1.00 a Gas Toasters 19 Cents To-night The latest improved and best fas toaster made. Nothing to reak, all steel. Will Toast 5 Slices at Once. Makes them nice and brown. Does it quickly. Produces the finest toast, the most of it and in the .shortest time. Can be used on Gas. Gasoline, or Rlue Flame Oil Stoves. It does excellent work on any of them. If you want one come to-night. If you cannot get one to-night we'll give you another chance on discount day. July 13 and 14, Wednesday and Thursday. These toasters sell for 35 cents in many cities. We let you have them on these days at only 19 cents. A Great Little Smoke A smoke for the odd minutes, the short walk or the short wait; for all occasions, indoors or out, when there isn't time or inclina- tion for a full, heavy cigar. It differs from n ten-cent straight clear Havana cigar only in size. Every smoker recognizes the convenience and economy of tlie "short smoke." Few have found a short smnke that satisfies them. These "Minuets" both save an cl s;itisfy. They save more than their cost in half-smoked cigars and please even the most exact- ing, Havana-trained taste. 10 for 25 cents. Thermometers That You Can Swear By You will get much satisfaction this summer by having a ther- mometer near by that will tell you exactly how hot — or how cool It is. We have a complete assort- ment of thermometers in several styles, reliable ones that you can swear by. Some are designed especially for outdoor, others for indoor use. Some have a barometer attach- ment that warns you in advance of weather changes. Prices 25c. Upward. Business Suits at Popular Prices There is a smart, handsome character to our Clothing that .ippeals to every man who exam- ines it. Yet, with it all, the showing of suits at the popular jirices meets the wishes of the most economical men. Nowhere else can such style and character be secured in Men's Business Suits at our prices. At $15 — Single-breasted Sack Suits of fancy worsted ; in neat gray effects. The most service- able fabric made for business wear At $16.50 -Single-b r e a s te d Sack Suits of fancy worsteds and cheviots, in a large variety of pat- terns. At $iS— Double and single- Iireasted Sack Suits of fancy worsteds and cheviots; stylish and serviceable. What Is Gas? It is not Air. It's ordinar>' Coal with the Dirt. Ashes and Smnke taken out by the Gas Company. It's Hard, Heavy Coal, the kind you pack up-stalrs in buckets, with the Weight and Work taken out. It's Coal, not delivered in your back yard, but delivered through a small pipe right into your Gas Range in the kitchen. It's Coal, which makes cooking a drudgery, with the Drudgery tnken out. It's refined Coal, with every- tliing taken out but the Heat, the one thing you want, and under your cooking, where vou want it. And more than that. Gas is Coal, with a part of the Price taken out. Such is Gas — the most unique cooking convenience of the Twentieth Century Are you wide awake to all its advantages? Open an Account With Us To-day The first step in business is tn m.ikc money, the second is to de- posit it where you don't have to worry abtuit it's safety. We point with pride to our assets, they're all clean and avail- able. Every legitimate Banking Courtesy we extend to our de- positors. Your account we solicit. No Fuss No Fuming and no mosquitoes with the Dixie Bar Frame. When you let the Dixie down it stays there. You don't wake up with the bar twist- ed between your toes and the mosquitoes getting in their work. It's the only bar frame that gives entire satisfiiction. ?i.3o. Stetson's Hats For Men His hobby is the flexible con- forming derby. Those who have known its comfort never wonder why. Those who haven't we would have know that it is the the lightest derby made and will of its own accord conform to any shaped head. $3 50. The cleverest hat which Stetson has designed is a high crown , flat brim derby for young men. Black or cedar. Ours exclusively, ?3-5o. Stetson won his spurs with his soft hats- We never knew a hat- man who could make a soft hat as soft as Stetson's. Conservative Alpine and rakish models in nutria, tan, brown, pearl or black. $3.50 to $12.00. Take a Kodak Along; Bring Your Outing Home Kodaks for vacations; for single-day or half-day outings; the most compact and convenient of cameras. Folding kodaks, §6 to ^65. Brownie Cameras, $1 and $2. No. 2 bull's-eye, $8. He Who Saves Is He Who Wins He will be ready when oppor- tunity offers or trouble comes, wiiile the other man will have nothing with which to work or protect himself. The greatest help known to savings depositors in this stat-" is our home savings bank and tiie interest we pay on all deposits. 4% percent. ($1 opens an ac- count). No. 0.-.7 Carpets Really Cleaned Not simply a small part of the dust jioundftl out, but thoroughly renovated and made clean and sweet. No one can do such work as we do with any kind of a car- pet beater in the back yard. Our work is perfect, and is so ac- knowledged by all who have given us a trial Let us scikI our wagon to your house and carry your carpets away. We'll bring tlu-Mi back in fine condition. We also weave carpets to order and make rugs out of old carpets, rugs of any size, and which are most serviceable. Porch Weather — take time to enjoy it. An after dinner nap or a placid summer evening in one of our big, wide- armed rockers brings rest to mind and body. Still Some of those close-woven rattan chairs with polished maple frames. Beauties! the porch rocker at its best, $2. ?3, ?3.5o. Reed rockers in a dozen graceful shapes, turned out in the famous Wakefield style, $1.75 to $S, Two chair maple swings. Sf>.oo. Adjustable — ready for a nap or a chat. We're fixed for hot weather. Atl- V.Kl? Fur Storage There is great risk in attempt- ing to care for fur garments at home. Not only the moths, hut fire, dust and burglars are to be considered. We protect you from all these dangers, and the storage cost is small. A postal card request will bring our wagon to relieve you of the responsibility for the Sum- mer. Pay a Little At A Time Don 't put the wedding off; don't wait to get rich. Many of the happiest homes in Elizabeth are now being paid for on our little-at-a-time payment plan. Leap year wedding couples are urged to come and talk it over. Special inducements for com- plete outfits. Figure it out this way: ?5o worth of furniture, #5 down. Si a week. ?ioo worth of furni- ture, 5io down. SI150 worth of furniture. ;?i5 dowTi. The cost to furnish three r<)oms ^'"h four rooms ^5, five rooms Makes No Differ- ence to the Blind what we say about matters optic- al, but how about yours«lf ? No use in going blind if appro- priate glasses secured now will save your sight. Concerned about your eyes? See us and see longer. Kye aids of every description at your service here. 53 00 glasses for $ t .00. Eves examined free. Shoes YouMl Like You'll like them for smart looks first; you'll like thcni as long as you wear them, for the way they keep their good looks. You'll like the long wear you get out of them, and, of course, you'll like the easy prices. Men's shoes at ;?2.5o. As pood as the average $^.50 shoe; in fact, is the usual 53-50 shoe of other stores. Your choice of half a dozen kinds to choose from in the shapes that fit the loot and the eye. CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 207 No. (iT3 No. fi78 Belle Mead Sweets It will make yorr moiitli water to lift the cover from a box ami see how daintily they are assorted and packed. We guarantee every ounce to W absolutely pure. ^iake it ymir next order fur candy. A Tailor Can do very little Tailoring, and yet be called a tailor, even called a good tailor. He can take a lot of measure- ments (some of them for effect) ; then, when you're gone, he'll get out his regular patterns (ready- made patterns), and say to himself, " I'll just ease this a bit at the shoulders and take it in at the waist." We don't call that tailoring, although many a tailor, who does that, gets more for his clothes than we do. What we call Tailoring is to have a cutter measure you, design a suit for you, and for you alone ; cut the cloth ; superintend the making ; fit and alter ; be respon- sible to us for the work from beginning to end. And all with the help and advice of our head man. who has been in the business almost forever. Suits $20 to ^(x). Boys' Easter Clothes Perfect in pattern and faultless in finish, our nobby suits fur young men of 15 to 20 will yield the maximum of comfort and wear; single or double-breasted, in new grays and browns, blue and black serges and cheviots; specially good value at $12.50 and $15 00. Boys' and girls' wash suits that look right, give satisfaction in every pari, and best results in the w^ishing; sailors. Buster Browns, Etnns, Russians and kills. Im- mense variety, $2 to $10. Going to Spend Your Vacation at the Seashore or in the Woods? If vou are going to camp out you'll find our Army Cots just the thing. Easy to lie on, easy to set up and folds compactly. Even if you're not thinking about going away it's a good tiling to nave about the house for an emergency. Price here ?2,25, No. 667 Safety Vaults The Safe Deposit Vaults art* the only place of absolute security for important papers. Do not for a day take the risk of your house burning down and losing the title to your property. Boxes are as low as 50c a month. Discard That Old Derby You can count on the quality of our hats being ahead of that of ;iny other house — at the same fig- ure. Rap at the door of some- imdy who wears our hats and listen to what he says. A good liat can be bought as low as $2. The Knox high hat (sold exclusively here), $8. You've seen men, perhaps, who Iiave a strange faculty of making themselves agreeable to all sorts of persons. That's our Hat Store. We have so many different shapes, sizes, styles and qualities that we doubt if a solitary man in all Philadelphia can come here and leave with his old hat. No. 66!) To-morrow Is Washday If he doesn't wish you to be tired and out of sorts when he gets home from work to-morrow night, but wants you to be able to meet him with a rested look and a smile, tell him to buy you line of those Paragon Washers, It saves all of that rubbing and hack straining. Just put the clothes in the washer, sit down, read a book, turn the crank and Uie machine does the rest. Call and we will show you how easy it does the work. No. 670 Oxford Weather Its high time to discard your heavy shoes and give your feet a summer home in a pair of comfort- able Oxfords. No slipping at the heels or gap- ping at the sides about our Ox- fords. Prices range from ^3 to ■*5- . , Take a peep at our wmdow . Here's the Style in Sticks at Little Prices Weiclisel and Partridge wood, with neat silver trimmings ; value 50c., at 25c. P'ine partridge, in different shapes, trimmed with sterling sil- ver ; value 5-1.25, at 75c. Bamboo, partridge, malacca, etched wood, either plain or ster- ling silver trimmed ; value $2.75, at $1,45. Save Your Eyesight If you neglect to care for your eyes while young you are apt to suffer some severe consequences later. If your eyes are weak they can be strengthened by the use of glasses. If your sight is defective in any way, it can be overcome with proper lenses, and you can thus 'save' your eyes. We won't charge you a cent to test your eyes. Fancy Vests $2 to $8 More than ever the fancy vest will be a subject for careful thought this surimier. Before ordering a supply, you will find it to your interest t() inspect our magnificent line of fancy vestings in silk, wool, worsted and wash materials. No. 674 Our Hat Department Gains in Favor with men who are tired of paying for a maker's name. Here are hats without superiors, selling at a saving of $1, ^1.50 or $2. Made by experts who have no superiors on earth; made from finest possible material, and in tiie latest shapes for spring wear. (»7.~> The sun smiled yesterday on men who wore — Stiff hats and heavy suits. Straw hats and light weight suits. Straw hats, light weight suits and tliin underwear. Straw hats, light weight suits, thin underwear and low shoes. The last man smiled back in comfort. We've all the comforts ot clothes for warm weather — all ready for you. Going away to-night for a vaca- tion ? Need a Norfolk suit or flannels ; suit case ; golf balls ? Beautiful Hats For Little Girls Trimmed Hats for girls of 5 to 15 years. Smart, dapper and flaunting for the pert, pretty type, picturesque. suft and lacelike for the more ethereal lassies every sort of pretty hat from rougli straw to embroidery or lace. Every shape from Continental to poke or " baby " flare: Every sort of trimming, flowers — especially Huwers— big or little, ribbons and itll the rest. Girlish, new and beautiful— 57 to $12. Blank Books We make 'em. We make 'em to order. We also make loose ledger sheets and rule and print them to order. We are fully equipped for this work. We make them up right and get them out on time. In this age business in all lines is brought down to a science. Books made expressly for your business save time. Time is money. We have made so many of these books and loose ledger sheets that if you do not know just what form of' blank book would suit your business, we can help you deter- mine — and you will thank us. Consult with us and you'll get what you want. Bathing Suits A dozen or so new styles, em- bodying the latest fads in beach and water wear, are ready now on the suit floor. These ^rnients are made by the best designers of New York City — men who prac- tically dictate the mode for every watering place from Newport to Atlantic City. You'll appreciate that fact and the privilege tliat is yours to start your summer's out- ing with a correct wardrobe. While you may pay as much as $1$ or $20 for a suit of special ele- gance, there are a ninnber of pretty and serviceable ones at from $2.50 to $5. 98 each. Pleased to show them. Another notable arrival is a lot of " Women's Shirts " from Fisk, Clark & Elagg, the noted New York haberdashers. These on the same floor. Yesterday's Dollar at Work Have you put it at work, or is it lying idle? The saver makes yesterday's dollar work for him to-day. He thus uses wise judgement in the investment of his money, and is enabled to take advantage of his opportunities. Determine to be successful by saving all the money you can now. 3 per cent, interest paid on time deposits. Another Sale of Potted Plants To-morrow Every one likes to see potted plants around tlie house. A charm- ing touch of green has a place all its own in the household scheme of decoration. These we have for sale are not artificial, they are Nature's plants, full of life and health and beauty, and at prices quite a little under what the landscape gardener or florist would charge you. All nicely potted, with plenty of the right kind of soil around them. Ferns 40c. to #3.50 each. Rubber Plants 6oc. to $1.75 each. Palms 40c. to $3.25 each. Screw Plants 75c. each. In this department you will find all sorts of flower seeds at lowest prices, i'hese seeds come from a strictly first-class nurseryman , therefore you can place confidence in them and not be disappointed with poor flowers, or plants that fail to bloom at all. No. 681 Individual Easter Millinery This year at any rate you can depend on having a hat that was made for you — not only becoming, but exclusive. Our artists have worked won- ders with the new styles, copying and varying endlessly the Paris models. And the prices are so moderate. At Sio we show a number of straight copies of high-class Paris models. The grace and distinc- tion of the originals have been successfully caught. 208 POWELL'S PRACTICAL ADVERTISER, •So. 682 No. 696 Smart Easter Oxfords and Shoes Comfort, erace and durability — these were tlie qualities we sought in our selection of women's svun- nier shoes and oxfords. We show a beautiful and com- prehensive range. In bench-made shoes and ox- fords, we maintain the high stand- ard of excellence that compares favorably with "custom-made," and saves a third or more — prices $3-^0 to $9.50. Notable amongst the new styles are the tasteful shades of tan and brown, the various ties — "rib- bon," "Christy" and "sailor." Of special interest is the new walking pump with a "fitting" heel, guaranteed not to slip. Ox- fords, ?3 to ib\ boots, $3 to $3. This Weather Is Hard on Trousers Couldn't be worse, and it's quite likely you are even now thinking of getting several new pairs. It's the best part of dressiness to have two or three pairs of trousers to contrast with your coat and vest. In our regular stock we have men's trousers at ^3 50, 54.50, $5 00 and by half dollar steps up to ifq 00. Choice is from cassi- meres, imported cheviots and fancy worsteds — in stripes, checks and plaids. Our lionsers of out- ing fiainiels and wool crashes are also ready in the above price range At S3 50 we are selling Summer trousers for men. worsteds in dark gray patterns that are worth ;?6. 00, $7.00 and 5S.OO. They are what remain from a purchase we told vou of. All waist sizes and all lengths. The New Shirt While the to-measure shirt makers have been quibbling as to wliirh of them fathered the new model, we have been quietly ab"ut our business fashioning it readv- for-service. It is a coat shin « ith the high band. "Tiick Turpin" collar and new cuffs attached, ('lur stock afford:i this niudcl of madras, Sz. No, 085 A Boys* Oxford Season This is going to be the greatest season ever known for boys' Ox- fords. If vou go in for style at all, you wfU want to be ready to put aside your high shoes and don your low ones just as soon as the weather settles. We arc eager to have you see our splendid stock of Oxfords for Iioys and young men who WL.ir sizes I to 5J4. i'ans. patent colt or Idack calf. Prices— $3 and $2. so. The styles arc identical with the most fashionable men's Oxfords, the lasts over which they are made are especially designed for grovv- ing feet, and tlic fitting is done by experts. Our boys' shoes and Oxfords start at #1.20. New Belts For the Kaster Gowns. The belt holds an unusually important position in the Easter costume this season, notwithstand- ing its necessity in the past. This is because of the newly beautiful effects that have been [iroduced, and the manner in wliich the costumes depend on tlie belt for the finishing touch this Spring. Nowhere is there a finer show- ing. The collection includes Belts of leather and silk, domestic and im- ported, wide and narrow, plain and fancy. Here are the most elborate belts, as costly as may be desired, and yet we have re- markably handsome belts for $1. yn. GST Do You Need A New Sidewalk? Cement, when it is laid as we lay it, makes the handsomest, most satisfactory walk or curbing. The cement work done by M. S. Hotchkiss in Binghamton and Lestershire in the past 10 years, proves its durabdity. May we estimate for you ? Fire proofnig and Building Con- struction of Hydraulic Stone. Work fully guaranteed. Easter Cards and Booklets Inexpensive tokens that often express your giiod wishes better than a costly gilt. Children now exchange these cards as they exchange valentines. Older folk give them, also. Flat cards, ic to &c. Folding cards, 3c to 150. Crosses, 2c to 15c. Booklets. 5c to 35c. Novelties, such as chickens, ral)bits, etc., 2c to 50c. No. 689 The Way to Make Money Is to Save It The man with a few hundred dollars in bank is able to take advantage of o|)portunities that are clear out of reach of the thrift- less man. Begin with a dollar if you can't spare more — 4 per cent, interest. We have an interesting booklet l as big as it should be. Stove Coal that isn't disguised as Kgg Coal. No overgrown sizes in the Coal we sell — but it s full of worth and warmth. This $1.49 Curtain Stretcher on Friday for 89c. Only a hundred in the lot, so come early — the Never-.Sag Cur- tain Stretcher — good solid frames, strong steel pins and extra sup- port from bottom to top of frame so that it cannot sag — no washers to lose — equipped with attached easel back — positively the last lot we will be able to procure to sell at Friday's price — mail orders filled if in stock when received — just think of the saving afforded at Friday's Price, Sgc. No. 692 Can a Telephone Knead Bread? No, but it can order the flour, milk, salt, yeast and baking pow- der all in a twinkling. No. 693 Men's Imported Bath Robes, WORTH ?S.5o TO $12.00, at $5. A German manufacturer who makes a specialty of high-class li.uh Robes has sold us his entire sample line at such a big discount that we're able to place the robes on sale to-day. in many cases at less than the cost of importalicn. They're of the finest Terry Cloih in a large variety of colors and exclusive patterns If bought in the regular way these robes would cost $S 50 to 5i2.but this lot of samples will go at $$ each. Sensible Clothing Style One of our swagger Spring Suits possesses every ear-mark ni the prevailing modes. Yet we rarely make the ex- treme styles. We don't cling too chiscly to the fashion plate, but adapt the style to the face and figure of the man. This emph.i- sizes the individuality of your at- tire, without stooping to the vul- garity of conspicuousness. The distinctly better grade of tailor-made attire— $25 to $45 per suit. You are just in time for lli.it Easter suit. No. 695 An Outing Without a Kodak IS LIKE Hunting Without a Gun or fishing without a hook. Kodaks are better every year— do ni'Te things and work easier. Kvery kind here, all the supplies and refpiisites for every part of picture making. The cost but little, if you so choose. Are the Years Working for You ? Time is flying — every year finds you nearer old age. l-)o yuu want to work hard then- do you w.i"t to toil when you miglit be living comfortably on the fruits of a judi- ci.. s investment at PENBRYN .' ( We say "buy and build.") Let the years work for you. Invest in PENBRVN. Buy as many lots as you can afford to carry. Next year your little in- vestment will have earned a larije increase and every year works liarder— b ringing you larger returns. Prices will go up — just as they have in every suburb we ever managed. Higher and higher they go until tlie profits of the investor assume wondrous pro- portions. The years have brought com- fortable fortunes and incomes to the far-seeing ones who invested in our suburbs. No need for them to work in their old age — their investments and years have done all the labor n^ cessai y. Invest in PENBRYN TO- DAY. Let time work for you and earn you a fortune. Don't delay— even for a day. The fav- orite word of the Spaniards is "to-morrow" — that is what mikes Spain the poorest and most miserable nation in Europe. To-day means wealth— to-morrov/ doesn't count. COME TO PENBRYN NOW! Ready-to-Wear Hats at a Dollar! This is an extraordinary offer- ing. Three hundred pretty, stylish, Trimmed Walkuig Hats for women, ordered weeks ago, have just come in— and we don't want 'em They were made to sell at $2 and $2 2^. and are easily worth these prices. But. to get them out of the way quickly, ue mark them below cost— $1 each. No. 698 75c. for ^i Velvet Carpets Full rolls— as much or as little as you want for your room. You don't have to buy odd lengths and remnants to secure this large reduction. Fourteen patterns to choose from ; all of them new this spring and every one vvitli a y^ii border uf stair carpel to match. The colors are bright; floral ,tnd rug designs; some in self- Lolored patterns. Our regular standard $1 a yard carpet for 75c. No. 699 Prescription Accuracy Bring prescriptions here. We A'^k you to do things bic;iusc we know that we give careful, high- grade service. We conduct our prescription department in a straightforward, businesslike manner. We trent all customers with absolute fairness. We have no favorite^ CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 209 No. 709 Women's Shirtwaists of China Silk Fresh white cool waists to wear any time, and easily laundered — do them yourself, for that matter. On€ style is simplest tailor- made — pleats back and front. Jj and 53.75. The latter is better quality. Another has opening in front and is trimmed with clusters of tiny tucks, tiny buttons and Valencien- nes insertion, which is used again in the cuffs, $5. Buttoned in back, with box- fjleats in front, tiny tucks and arge side-pleats, tucked cuffs, pearl buttons and embroidered frontSj 37.50. A Sale of Pocketbooks A manufacturer got tired of keeping these Pocketbuoks — good as they are — in Ins stock. He accepted our offer— a very low one — for the lot; and we offer the splendid resultant bargain to- day, to women who prefer the handy pocketbook to the various kinds of bags now so much used. There are Pocketbooks and Coin Purses, in a number of fine styles, at half prices or less : At 25c. to ^i , worth 50c. Xo%2. Compare These $1.79 Oxfords With Anything at $3 Perhaps it is because women have compared that we are selling so many of them. A full stock ready for to-morrow — can't prom- ise after that. $3 Kidskin Oxfords at ?i.79. Note particularly tlie style and character of those Oxfords. Even at $3 they would be special value. Made of fine grained kidskin, on shapely lasts, well arched, witli high Cuban heels, turn soles and patent or kid lips. Summer Furniture FROM CHINA. Long before Hey wood and Wakefield, John Chinaman made furniture from reed and rattan. He taught us the art, but he couldn't find any of us bright enough to learn how to make a gong. And still we use Chinese reed furniture. If you read and act upon the following you'll more than ever ht in debt to John Chinaman. Some hundreds of pieces of Chi- nese reed furniture, our own im- portation, go on sale to-day one- third off price- Here are a few ; — SSReed Tables at $5,25. 58 Green Reed Chairs at ^5.25. SS.50 Reed Couclies at ?5.so. ?S-5o Reclining Chair Couches at S5.50. $8 50 White Enamel Reed Chairs at $5.50. Comparatively Few People Know that Negatives made with Kodaks and Hand Cameras can be En- larged, and Beautiful Wall Pic- tures made from them. It is a fact, however, and we are so sure that we can please you that we are making the following offer : Bring us one of your Negatives, any size ; we will make an Sx 10 inch enlargement, and print, mount and frame it in a Handsome Frame, 11x13 inches, for 5i,io. No. 705 Money Back We guarantee everything we sell to give thorough satisfaction ; money back if you decide against a purchase promptly; full redress no matter how long you've had a piece. We do not " exchange " mat- tresses, or pillows — tor sanitary reasons. We've been known to take back a mattress and throw it away, for fault. But faults are as tew as human prudence can make thtm. No. 706 Pure Linen Handkerchiefs Their pureness is the primary consideration. We look out for tliat first. Then we buy ia huge quantities — that shipment, the other day, of over fifty thousand of one sort, exemplifies that. Hence low prices result— witness to-day's offerings. Some new, special lots of Initial Embroidered Handkerchiefs are added to the plain hemstitched sorts; all very much below what they're wi>rth: — 12 '^ cents each. Novelties in Tourists' Coats All cut on mannish lines — which makes them so easy to get on, comfortable to wear, and smart to look at: and all made of tiie fancy mixed cloths that dust doesn't stick to and rain won't spoil. At Sio.oo — Coats in fancy mixed effects, loose front, loose back lield in with belt; coat sleeves, close-fitting cuffs, plain collar and reveres, yoke and sleeves lined with satin. At Si 5. 00— Coats in fancy mixed tweed effects, waterproofed, loose double-breasted front and loose belted back: notched collar and reveres, lap pockets, plain sleeves, wide at hand, finislied with strap. Hello, Polly I Just received a fine importation of j;enuine Mexican double yellow head parrots. These birds are the tamest, most fluent talkers and singers of all the parrot species. Price only ;#7.oo eacli if purchased within the next few days. Call or address Penbryn is Near A suburb that is hard to get to miRJit as well be off the map. No trouble like that at PEN- BRYN. Twcnty-eiglit short min- utes by train from Reading Terminal, unequaled train service, fare loc. Only a few minutes longer by trolley, when road is completed. In New York, if a suburb is within 45 minutes of the center of the city — with several changes of line, It is thought central PENBRYN is only 2S minutes away from Reading Terminal , and 400 feet above high water mark. Thuik of it — no change of ca rs t PENBRYN is successful-it was before the first spade was turned Its very location attended to that : improvements by the Roberts method added the finish- ing touch. Out the Philadelphia & Reading Road, overlooking Glenside, and near to the greatest a.i.usement park in the world — Willow Grove. Trainsnowand trolley building mind you — the Willow Grove line with cars every few minutes and express time. Every visitor to Willow Grove will pass PENBRYN-PEN- BRYN is a part of the beautiful country you admired so much the last time you went to Willow Grove Park. PENBRYN is on the ridge which runs between Willow Grove and Chestnut Hill ^the highest ground within 15 miles. The hills are beautifully wooded. Come out to-day — don't let others get ahead of you, The man who buys now gets the choice picking. Tlie man who waits has to take what is left. The lots are all good, but still there is always a choice. Do you want it? Ostrich Plumes Black and White. Market prices up — Our prices down — That's a condition of things that you've known many a time before— and you expect it. They are made of prime Ostrich feathers with broad, long flue, full and exceptionally heavy heads. In white and unusually brilliant black. You'll recognize these prices as ntuisually low. if you've been pricing good plumes recently ; iS-inch Plumes at $2. 16-inch Plumes at $2. 50. 17-inch Plumes at S3. 18-inch Plumes at S3 50. 19-inch Plunits at S4. How to Judge Covert Coats r . Test them by time, 2. Buy them here and be sure. Every Covert Cloth Coat we sell has been made by an expert, and tested by an expert. Tried on a figure New styles at low prices : At $12.50 — Light or dark tan ; fitted ; stitched strap down back and over shoulders ; lined with a fine quality of plain or changeable taffeta. At $15— Three styles; tight- fitting or semi-fitted ; collarless or with coat collar. Shapely, and kept shapely. Toilet Goods We can say nothing in support of these standard toilet requisiic-i They have long since borne their own message. But — we ask you to carefully note our prices — our every-day prices — rather than the " once-in- a-wliile '' price-markings of some ■' sales," so-called. These are price-slides, and they hold good every day in the year ; Si Listerine, 58c. Si Biiriiie, 4QC. 25c. Lyon's j'ooth Powder, 14c. 25c. Sheffield's Dentifrice, 12c. 25c. Cuticura Soap, i6c. 25c Packer's Tar Soap, 14c. A Present Every Day If you have money in a savings account it is like getting a present every day, for every day interest money accrues for you H undreds are getting ahead through the opportunity of plac- ing their savings m safety, offered by our Savings Department, We invite you to join them. We pay 3 per cent, on savings. Easter Millinery We have just returned from New York, where we bought the very newest and choicest styles, good not only for Easter but the entire season 's wear A trip through the fashion marts is always beneficial, but we are particularly enthusiastic over the results of this particular trip The values in new dress hats, at S4 50, S4qS, $5.98 >nd S6 gS are noticeably better than upon any previous occasion whatsoever. A few of them are now on exhibi- tion in the window. Quicker to Talk tTian Walk; A Private Line Saves Time A Time-saving, Labor-saving, Soul-saving necessity. It reaches from chamber to kitchen; from parlor to pantry; from boudoir to bam, or covers all together. Any Distance Required, Two telephones complete, ready for service, with 100ft, of wire, batteries, bells, etc., to- gether with wiring diagram so that anyone can install them — Price $12.50. Satisfaction guar- anteed. Send cash or equivalent. No. 710 Shad Roe Properly cooked, withnice crisp Bacon, certainly a dish enjoyed by everyone. Soc. a portion. KOCH'S CAFE. 210 POWELL'S PRACTICAL ADVERTISER. No. 717 No. 730 A Hundred Million People will read about my farm agency during the coming summer. At least s,ooo will write for my Farm Catalogue during the present year. Surely some of these peo- ple will buy Trumbull County farms. It's immaterial to me whose farm I sell, only that I sell lots of them. All farms placed with me to sell, before June i, 1904, will be catalogued in my new farm list, which will be the finest and costliest farm catalogue ever sent out of the State of Ohio. It will be illustrated with nearly 50 half-tone views of beautiful country homes that I have for sale. All farms listed with me for sale, if the buildings are good enough to justify it, will be repro- duced in beautiful half-tones in my catalogue free of charge Follow the crowd to the old and reliable farm agency of E. H. KISTLER, Specialist in selling County Prop- erties, No. 718 A Hot Hint In anticipation of the hot sea- son approaching, arrangements for Electric Fans should be made now. To connect electric fans, either in the office or home, it is simply necessary to remove the lamp, screw in the fan attachment, and the service is at your command We will be pleased to send our booklet giving list of electric fan manufacturers upon request. Eagle Steel Lawn Swings When buying a lawn swing, we suggest that you buy a steel one Steel swings don't rust, therefore they may be left out in all sorts of weather Steel swings are the strongest; a swing, like a chain, is as strong as its weakest part, but these steel swings haven't a weak spot in them. We are the sole agents for the Eagle Steel Lawn Swings for Pittsburg and Allegheny. Four-seated swings, J12.50; two seated swings, $9 50. Household Linens At Seducive Prices Linens with the good old-fash- ioned virtues: Honesty, Worth, Character and Endurance. And Good Looks besides. The low prices happen rarely on linens of equal quality. Women experienced in these matters will sec that at a glance. Spring home-beginners and home-replenishers, the summons is clear : TABLE CLOTHS " Goia Medal" Irish LiuL-n Table Cloths, satin damask, spec- ial designs. From a two-yard cloth at $4. to a banquet cloth at ?i7 75. Matching Napkins, at corres- ponding reductions: breakfast size, $5 dozen, to full dinner size, #15 dozen. Getting Acquainted with Fort Worth people affords opportunity to demonstrate the advantages gained by trading here. It's to OUR interest to make it to YOUR interest, and we do. Favor us by dropping in some day — you won't regret it, and we won't forget it. Suits and Overcoats From the making of the mater- ials to the finishing touches, a chain of critical scrutinies has de- veloped an excellence in these fine garments never before attained in ready-to-wear clothing. The wide range of imported and domestic cloths, in both plain olors and mixtures, is deserving of special mention, ,\ien s Spring Suits, #16 to $40. Men's Overcoats, $ib to $40 Advertising a Trunk That Is Not for Sale An object lesson. It was got up to beat our "Special St. Louis" trunk — 25c, cheaper; and advertised as "just as good." We bought one — have it here now. It is smaller both in width and height. The roughness of the lining shows it is made of rough pme wood. The two clamps on each end of ours are altogether missing on "this same thing." Scarcely any one of these points would you be able to "carry in your eye" from one store to the other. But you would probably be carrying your clothes home in a basket from St. Louis, if you started out with this "just as good," nailed-together trunk. Our St. Louis trunk was made for us specially. It is safe be- cause we insisted that it be safe- guarded in certain ways, and because we buy so many trunks of this maker that it was to his atlvantage to favor us. 28 inclies long, $5. 30 inches long, $5.50. 32 inches long. $f>. ^4 inches long, $6.50. 36 inches long, #7. 734 The Girls Easter Wardrobe We are just bubbling over with anxiety to tell you of the innumer- able pretty things we have ready in tlie way of Easter raiment for girls. Such a thoroughly handsome, stylish, finely tailored and reason- alily priced collection of girls' wearables wc do not believe we have ever shown at this time of the year before. The newest Spring styles— in all materials and colorings. The dainty, refined girl — as well as her louder, iovial-natured sister — can be suiteci to a dot here. For girls of six to eighteen years. Reefers.at ?4.5o to ?i2. Winter is Coming Coal burning time will be here before you know it Are you prepared ? Our coal has never been better than it is just now, It's economy to buy this month Our Insect Killer Keep the house free of "Bugs." Nothing is so distressing as in- sects crawling over everything. Come and get " The Real Thing " in bug and insect kill Petticoats New Silk Petticoats, swishing, brilliant, stylish. Made lull and graceful, with all the latest de- vices in ruffles, flounces, ruchings and strappings. The cost is little, indeed: At #5— Of taffeta silk ; five styles ; all colors and black At $7. so— Of taffeta silk in cliangeahie or plain colors— light and dark shades and black. No. 735 Now for Camping Schools are closed and it's hoi for the country. Now for the practical view of It. You must have a good camp stove— there's no pleasure with- out good eatables well cooked. You want plates, pans, cups, knives, forks and spoons that you dun't mind losing. You want an ice-cream freezer; there's always cream and ice around a modem camp. You want a hammock — a swing for the children- games, guns, ball outfits. In fact you want to visit our store to learn all that you do want— and its here, and the price is right. No. 736 A Bank Account Means comfort, happiness and security from the woes and mis- eries that arise from poverty. The ease with which you can save money and pile up the dol- lars may be a revelation to you. One dollar will start an account here vvliich earns a fair dividend. Get our booklet " Saving." Linens and Handkerchiefs Embroidered to order. _ We have tlie most ample facil- ities for hand embroidering of initials, monograms or crests on the linens either purchased by or to be given to the Easter bride, as well as for all other housekeep- ers who desire this artistic addi- tion to their linen outfits. The work is beautifully but quickly done, whether the order is tor a single piece or for a complete outfit for the entire house. No. 738 Men's Panama Hats, $5 For dressy, negligee wear, the Panama hat seems to have the call; light, cool and ideal summer headwear for comfort. Panamas made in Cuba or the X'nited States of Colombia do not "size up" as well as those made in Ecuador. The latter show a clearer straw and finish a better while. ;f5. See these and get a chance t^o think twice before spending SS or $io for a Panama anywhere else. Maybe vou can save money and be as well pleased. No. 743 Spring Dresses for Women Each day brings added newness to the collection, which has bt.-en almost prodigal for the last month or more. Nowhere else can women see so exhaustively the entire American and foreign pro- duct of the season. And it is this fulness of stock that has made our business so gratifying. Here art: brief suggestions of chief groups: Tailor-made Suits, at $15 to $67 50. Linen and Lingerie Dresses, at ?i4 to $175 'i'affeta Silk Dresses, $8.75 to $27,50. Exclusive collection of Foreign Tailor-made Dre-sses, mostly in new checks and stripes, at $$$ to $150. An extensive collection of beau- tiful Voile Suits, at $2(i to $105. No. 740 The Child s Deli^jht It affords amusement, and makes the little one's fingers nim- ble, as well. An Embroidery Outfit consist- ing of twelve embroidery sktins, assorted colors; six doilies, various designs; and three embroidery needles. The doilies are stamped with designs of Happy Hooligan, Bunny, Foxy Grandpa, old woman who lived in a shoe and various floral patterns. The Child's Delight— loc. No. 741 Whiskey Without a Headache Your sample of Hewett's Priviite Stock Rye Whiskey duly received. I find it the most won- derful Whiskey that ever drove the skeleton from the feast, or painted landscapes in the brain of man. It is the mingled souls of wheat and com. In it you will find the sunshine and shadow tliat chased each other over the billowy fields, the breath of June, the carol of the lark, the dew of the night, the wealth of summer and autumn's rich content, all golden with imprisoned liglit. Drink it, and you \Yill hear the voice of men and maidens sing- ing the " Harvest Home," mingled with the laughter of children. Drink it, and you will feel within your blood the starry dawns, the dreamy, tawny dusks of perfect days. For forty years this liquid joy has been within the staves of oak, longing to touch the lips of man. VERITAS. Armitaore's Hospital Hack This coach was specially de- signed and built for removing in- capacitated persons who are able to pay for such special service. Constructed like a coach of the landau style, it is not calculated to attract attention. For terms and appointments, apply to foreman stable, 37 An- drew street. Tel. 4S72. No. 747 The Aristocracy of Towels Most well-informed house- keepers are familiar witli the real It. than Linen Towels, which have buen the pride of well-to-do housekeepers who possess them. They are made of grass- bleached huckaback, hand- stitched, or with deep hand-tied fringe; some with drawn-work and a few with colored borders. The prices range from small facecloths at 75c and ?i.25, up to the very large towels with elaborate fringe, at |6 each. Money in Bank A savings account means more to you than its actual value in dol- lars and cents. It gives you a feeling of secur- ity—of independence— tliat is de- nied the man who never saves. It is a strong arm working for you day and night, earning more money— something substantial to lean on in youroid age, when your working days are over. PEOPLE'S SAVINGS BANK Comer Genesee Ave. and Frank- lin St., will start you for one dollar. No. 745 To the Brides and Grooms of June It's a great mistake to wait un- til the last minute before select- ing your 'furniture, draperies, rugs and carpets. While we have a wonderfully large assemblage of all the articles that have a part in making the home attractive, we would impress upon your minds the advantages of early buying. To-day we probably have the very buffet, brass bed, library table, chiffonier, davenport, or rug that you admire above all. Others are looking and buying and others may take what you wouldn't miss for the world. So come at your earliest conveni- ence and pick from the gems of our stock. We'll reserve whatever you may fancy for future delivery. And then again, it's so much more satisfactory to buy leisurely than hurriedly. We '11 suggest many pretty ideas that you would never think of. Furnishing homes is our study, you know. New English Cretonnes These handsome fabrics are de- signed for hangings and wall and furniture coverings. The color- ings and designs are most exquis- ite. The patterns include poppy, moss rose, Empire with cluster of roses surmounted by wreath and medallion effects. These are priced at 65c a yard. A very attractive rose design is y^c a yard. Others are in striped effects at 50c a yard. All of the patterns are shown in a variety of color-combinations. There is also another group presenting various Oriental ef- fects, at 35c a yard. If You're a Nieht Driver Vou want the best there is in the Lantern line. We've made some- thing of a study of the hntem business, and we hav'nt been able to find anything to equal the Ham's Cold Blast for a driving lamp. It has stood the test of wind, rain and rough roads, and makes electricity look pale. This lantern sells for ^2.50 — it used to be S3. 50. We have a dash lantern for 85 cents that can't be beaten for the money, and really if you are only out occasionally it will answer your purpose. No. 748 *' There Isn't One ReaUy Good Printer in Five Hundred" Pkinters' Ink— the leading journal on publicity of all kinds — h a s the following to say: " There are thousands of print- ers m this country, good, mdif- ferent, and a lot of bad ones. There isn't one really good printer in five hundred. Intelligent ad- vertisers are willing to pay for good printing, no matter where it comes from." Pkinters' Ink knows what it is talking about. Poor printing is a bad investment — it's worse than a blank. A business man's stationery or booklet is like a traveling man— if it's neat, well dressed and to the point, the first impression is good and your chances of doing business on the strength of it are good. We realize this. We keep abreast of the times. We know what good printing is and pro- duce U. We are pretty careful not to let a bum job get on to our presses. No press in the country can better our printing and we want you to know it. No. 749 Dress Up Your Dog Every dog has his day. To-day is the day of the dog show. Give your dog a show. If he is worth owning, he is worth a collar that becomes him. We have a fine collection of correct designs for every breed of dog ; plain or tastefully finished with studs or spikes in all desir- able sizes. Narrow collars, with studs, 20c. up . Round collars 45c. Cat collars IOC. We also have fancy leather and chain leads, dog whips, chains, whistles, bells, brushes, soaps, etc. White Lawn Shirt- waists, ^1.50 A fre.^h lot. right from the whir- ring machines, of those pretty white lawn shirtwaists with em- broidery front. Every woman who wants a dainty waist for lit- tle money seems to be buying them. 212 POWELL'S PRACTICAL ADVERTISER. No. 761 No. 755 Xo. 755— Continued, No. 759 Coats and Caps for Baby What a little it does cost, to be sure, to have Baby arrayed in tlie finest of plumage when it is tlie parents habit to frequent our in- fants' Out-fitting department. The most inexpensive of in- fantile togs will be found there — which, however, is not saying that the finest are absent. Indeed, we are just a litlle proud of our dis- play of French finery for tiny folk. Select it ourselves in the French metropolis every season. Infants' Cloth Coats, of white bedford cord, 6 months and up to 2 years, $2. 25, S3.00, $3.75 and $4.00. Infants' Cloth Coats in colors, three-quarter length, desirable shades, including cream. ^4.25, $4.50, $5.00, S6.00. Infants' Mull Caps, 25c. and 50c. each. No. 753 Dancing This Week The magnet to attract out-of- door lovers at Capitol Park this week will be dancing. An or- chestra will be located in the pa- vilion afternoons and evenings. The dance hall lias been funiislied and attractively fitted up. Rain or shine there'll be dancing. The opening of the park is to take place Monday, June 9, and then the Open Air Theater, Ping Pong, Billiards, Glass Blowers, Restaurant and other features will be open in full blast. It's going to be a gay season at Cap- itol Park, Hartford, Conn. Admission to trolley patrons free ! Women*s Leather Bacrs Under-Price Even with counters overcrowd- ed with the fine new Leather Goods, we keep our eyes open for special offerings to present just when the articles are most wanted. To-day two groups in- vite attention : Envelope Hags, of genuine matt seal, with calf lining ; fitted with purse: $2 each, though well worth Automobile Bags, all in the deep, convenient shape that is so well liked ; of genuine seal walrus and sea-lion, in black, brown and tan, with gilt or gun-metal clasps; at ;;2 each, worth ^4 and J5. No. 754 Where's the Man Who hasn't use for nn extra pair of Trousers in his wardrobe — when he sees what he likes and the price is his way? Here are si>Iendid Trousers that will give you that new-suit effect. The finest materials and finest lot of patterns ever in this store at one time — ?3.oo to ?7.cxj — yes, we have Ready-made *' Sovereign Brand " Trousers now at 57.00, and your tailor charges $10.00 for the same quality. Here Are Three Pretty Homes WHICH OXE WILL YOU TAKE.> Again and again we have said that we would give more furnish- ings and better furnishings for a stated sum than any other store. We would make your interests ours — and look after the many little details in titting up the home which ordinary furniture and car- pet dealers would never think of botliering with. To-day we go more deeply into the matter. We jiublish three combination offers, which you should study carefully. Every article in the different lists is first class — n e w — refined in style — guaranteed. We name a very special price for each outfit entire, but if you wish to furnish but one or two rooms, we will ad- just the price to meet your appro- bation. OFFER NO. I. FOt'R ROOMS COMPLETE FOR $225. If you could see this outfit all assembled in a cozy flat you would never believe so much value could be given for so little money. THE PARLOR. Five-Piece Mahogany Finish Parlor Suite, highly polished, covered in fine tapestry. Parlor Table, in imitation ma- hogany. -Shades and Lace Curtains for three windows. lirussels Carpet — latest design — 40 yards. THE CHAMBER. Three-piece cabinet-made chamber set of selected oak, two oak chairs, one oak rocker, one oak table, woven spring cotton top mattress, two pillows, shades and lace curtains for two win- dows, 20 yards extra super in- grain carpet. THE DINING ROOM. Handsomely carved oak side- bnard, six-foot extension table, polished : six oak dining chairs, lace curtains and shades for two windows, ingrain rug, 9x12 feet. THE KITCHEN. New Herald Range, complete, with water frIate mirror, six oak chairs, six-foot quartered oak table, reversible Brussels rug, 9x12. THE KITCHEN. New Herald Range, complete with water front, high shelf, pi])e and zinc board ; four-foot kitclien table, two high back, wood seat chairs. OFFER NO. 3. FOUR COMPLETE ROOMS FOR $350. You must see these articles. They are ornate, chaste, elegant. Workmanship is a revelation. THE PARLOR. Three-piece parlor suite, up- holstered in silk damask ; odd corner chair, inlaid ; mahogany rocker, upholstered mahogany parlor table, shades and fine lace curtains for three windows ; Ax- minster rug, gxi2. THE CH.\MBER. Very beautiful brass and steel bed, bird's-eye maple bureau, with French plate mirror ; bird's-eye maple table, with drawer ; two maple chairs, maple rocker, cot- ton mattress, shades and lace cur- tains for two windows, 20 yards of art ingrain carpet. THE DINING ROOM. Quartered oak buffet sideboard, quartered oak china closet, quar- tered oak dining table, eight-foot ; six quartered oak, box seat dining chairs; Brussels rug, 9x12. THE KITCHEN. New Herald Range, complete, with water front, high shelf, pipe and zinc board ; oak kitchen table, two cane-seat chairs. There is $500 in solid value in the above outfit. April rains and mud are at hand. The modern wife telephones her needs. Residence service $2 a month up, THE BELL TELEPHONE CO. OF PHILADELPHIA. No. 757 February Furniture Needs Tlie very best Valentine you can give your wife is a new side- board — if that happens to be the new piece she has set her heart on . Perhaps it is a sideboard — change the word if it is something else— we can accommodate you, and celebrate the day to good advan- tage for your home. 535 Sideboards at S28. Twelve quartered golden oak Sideboards, swell top base 44x23 inches, one large drawer, two small drawers, double cupboards, top has three shelves, nicely carved, French plate mirror 30x18 inches; total height, 6 feet 8 iDches. Sw(^aters for Children and Girls Spruce, snug little Sweaters, with as much style as the women's. Plain coat effects with pearl but- tons. And high-neck or cull.ir- less blouses. Broken sizes up tu 14 years. 75c. to ^3. Were $1.50 to $4.50. Three Strap Patent Leathers $1.65 If you knew how exclusive the trade for wliich these dainty new style low shoes were made you'd be first in our enlarged shoe de- partment to-day to select a pair at ?i.65— a bona fide 53.50 value- never sold by any other store for less than that. Remember, nr>w, we've only 500 pairs. They'll create a sensation, but it will be of short duration. We say that positively, and we can't emphasi/e it too strongly, for they are so de- lightfully different and distinctive from any low shoe ever offered for less than $3 50 that every woman who accords herself the privilege of seeing them will select a pair. No. 760 Nice Hay We have some of the best Hay we have had for a year, and the price is reasonable. Why not come in and see us if you want anything for horse or CC )W ? Shoes — Looking Ahead Don't wait until Friday, or Sat- urday morning, to buy the shoes ytiu need over the Fourth, and fur the rest of the Summer. Come to-day, get the errand off your mind, and the shoes into your closet. FOR MEN. White Shoes— Oxford and T^ace Shoes of linen duck or buckskin; leather or rubber soles, at #3, $3 ^o and 5^. Tan Oxfords: Blucher, Oxford and cut; best shapes and material, at ?3. ?3-9o and $5. FOR WOMEN. Tan Oxfords, in Blucher, Ox- ford and Christy styles, at $3, S4 and 55. Black Oxfords of kid, patent leather, calf, in Blucher, Chiisty, Oxford and pump styles, at Si .50, ?:-.$3.54.?5- Little Pictures AT DIMINUTIVE PRICES. These are the pretty, decorative little pictures that do to stick around here and there for a merry bit of color. And each price implies a reduction from former values, of one-half to two-thirds. At ir>c. from 25c. Twelve subjects— six marines, six Rembrandt reproductions— in black wood frames; 5x() in. At 25c., were 50c. and 75c. Datch and Japanese figure sub- jects in various sizes and styles of fr.imcs. Size about qxio in. A Dark Store always leaves the impression with a customer that there's nothing doing. Electric light is not a luxury nowada ys . A re you using ou r service .' CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 213 No. 704 No. 769 No. 773 No. 777 Treat the Lawn To a Short Cut You don 't have to spend a great lot of money for a pair of clippers in the shape of a lawn mower. If you will come to our West Base- ment we will show you different styles and d i f fer en t sizes of mowers, each about as inexpen- sive as you would expect. For instance, 12-inch Lawn Mowers at 53-50. For in<;tance, 14-inch Lawn Mowers at 5425. For instance, 16-inch Lav\'n Mowers at S4.50. You know the inches refer to the size of the blade. Save a Diamond Win a Heart You can obtain a Diamond on credit from us at once. Step into our store and one of our salesmen will make you an interesting proposition. All our business is transacted privately and confi- dentially. We ask no security. We make no inquiries of employers. We trust you. All we ask is that your intentions are honorable and that you intend to carry out your obli- gations. You receive the Diamond you select, at once, when you make t'le first small payment ; the bal- ance you bring or send to nur office in small amounts, weekly or monthly, as you prefer. You receive a signed guarantee of value and quality witli your Diamond. If you should at any time, after your Diamond is paid for, desire a larger one we will allow you all you have paid in exchange. I Am a Broker A Broker buys and sells. He advisKS his clients and olaces information regarding in- vestments and speculation at their disposal. My advice to my clients is based upon long experience. My means of information as to market conditions through my thousands of miles of private wire are unsurpassed. Short Stem Flower Holders Suitable for Pansies, Violets, Nasturtiums, Lilies of the Valley, Sweet Peas, and other short stem flowers. A splendid assortment to choose from. In crystal glass, if you want the stems to show, and the green if you don't want them to show . We have ordered these espec- ially for Easter. Now's the Time ! Delay is dangerous. Your home may catch fire before you get your goods insured ii you wait— do it to-day. Berries for Dessert of Course They will be the best part of the dinner for months to come, and if properly served in Crystal, with the ripe luscious fruit sliowing thro' the clean sparkling glass- will prove far more tempting and appetizing tlian when served in China. You'll find a beautiful display of new IJerry Sets and Bowls on sale here to-day- enough 10 make you berry hungry when you see them and the prices are about one-half the usual. Beautiful thin etched Berry Bowls in two sizes— with cut star bottom— very thin and clear— 75c, ?i.oo, $1.25, gi.75 from $1.50, $2.00, $2.25 and 33.00. Colonial Berry Sets in heavy and polished glass— consisting of bowl and set berry dishes—very new and pretty at 60c, 75c, and $1.00 from g 1.00,^1.50 and $2.00 set. i-pint Crystal Cream Pitchers to match sets— regular price 50c, to-day 30c. Lemonade Tankards like above , 50c. from 85c. Fashionable Garments at $20 The man of critical taste can find here suits in the new grey effects which are so fashionable, as well as strictly all-wool cassi- meres; cheviots and worsteds, in various exclusive designs. Top- coats of covert cloths, unfinished worsteds and oxfords, with the best silk linings. Genuine crayen- ette raincoats, in plain colorings or fancy mixtures. Priced at ^20. No. 771 The Safety Of Money is a subject worthy of careful consideration. Dollars come too slowly to be risked in wild cat scliemes or insecure investments. It is a fact proven in every day experience that high rates of interest are paid only where large risks are involved. Quite natur- ally the higher rate the bigger the risk. We pay 3X per cent interest on twelve months' certificates — as high a rate as any absolutely safe investment can pay in these days of abundant money. Anything beyond our rate involves the ele- ment of chance. If you appre- ciate perfect security you should deposit your spare funds with us. No. 773 Ride in Style These Evenings in one of our elegant new Car- riages. You'll find it the height of comfort and enjoyment. Our Carriages are every one the per- sonification of ease and comfort, yet are stylish in appearance, and strong in every part. Expensive ? Bless you, no ! We guarantee to give you more real carriage value fnr your money than you ever got before in all your life ! Old carriages taken in exchange for new. Scores of styles to choose from. Step in. Lamar Park Better hurry— this is the last day of Cut-price Sale. They have gone like hot cakes. Think of fine lots in a fashionable neighborhood, with grand old forest trees, going at low prices! And to-day (this is absolutely the last day) we offer a -discount of m per cent, from the established prices. Easy terms, too — 20 per cent, cash, balance about as you please, in 4 years. $100 earnest money binds a trade and gets tlie discount. Go out and look, any- way. Walk about under the trees and enjoy the cool, fragrant air. Take Annesdale cars to Central and Brown Aves.,walk south a little and there you ar*. No. 774 Fine Furs At Low Prices We almost hesitate to name the values of tliese garments, because of the loose manner in which val- uations are ordinarily used in the fur business. Sufficient to say that the valuaiiun-figures which we do quote are the actual prices which were marked on these gar- ments originally. A few examples are as follows : A fancy Persian lamb Coat with white waistcoat; formerly $300, now $150. A Box Coat of beautiful broad- tail, with deep collar and cuffs of clear chinchilla; formerly ^750, now $250. A very beautiful Chinchilla Cape; formeriy $650, now S325. A fancy Moire Astrakhan Coat; foniierly $210, now S105. A very elegant Ermine Coat; formerly SS50. now $275. We also offer a few plain Short Persian lamb Jackets, that were $72.50 and $82.50; now at ^55 each. Also some Persian lamb Blouses, with collar and lapels of real chinchilla and Japanese sable; formerly $175, now at $115 each. Not Blood Money But Bread Money A wife sometimes shrinks from life assurance because she thinks it gives her an interest in her hus- band's death. Not so. Life as- surance simply provides for the family when, by reason of old age, or death, the bread-winner can no longer provide for them. A man who denies this protection to his family, fails to realize the gravity of his responsibilities. Many good companies, but only one Best. No. 776 Seenit Straw Hats Are you ready for another? It's worth your while to buy it to-day, if your present straw is getting dingy, or frazzled at the edges. For these brand-new, stylish Seenit Straw Hats— the popular rough style— cost you from 25 to 40 per cent, less to-day than they ought to — $i.5t.,for ^2 and ?2.5o kinds. Your Trousers, Sir! They bag and sag and they're hot. It will cost you only a few dol- lars ( 52 .50 to $7 ) to procure a cdoI , trimly built pair of summer trous- ers. They'll fit you and they'll Hang right. „ . , , Or a two-piece Suit 01 the cool- est goods, prettiest patterns, best makes. $7.50 to $20. Bathing Suits. All kinds of Straw Hats at Lowest Prices. All Men's Clothing Needs, except Shoes. For Her, the Wedding Ring ! That magic little band is playing an important part in tliese days of roses and rosebuds ! Be sure that yours will assay iSk. Ours do I Drop in and see them. No. 779 Cool, Snowy Dresses for Girls Just in, and ready for any- thing — morning or afternoon wear, or an informal evening affair. Cool, crisp white lawn. At S3. 50 with insertion on the skirt above the hem, the blouse tucked and trimmed with medallions. At $i the skirt with graduated flounce and three rows of insertion , the blouse tucked yoke deep and trimmed with medallions. 14, 16 and iS-year sizes. No. 780 Women's Belts A ROUND-UP. They haven't lost their pretti- ness a bit, or their power to add a smart finishing touch to the Summer gown— even if they are half-price, or less. Various lots, small individually, numerous in the aggregate, are thus grouped for quick sellnig. At 50c. formerly $1 to 5,i. Women's Belts of calfskin, suede and Russia call; in black, white and colors. Buckles in pearl, nickel, gilt, and gun-metal finish. Some are soft crush belts, silk-lined; others bodice effect with gilt buttons. No. 781 More About Our Private Diamond Room We've made a comfortable little room for showing diamonds and diamond jewelry, where you can have at once both privacy, quiet, and the brightest of daylight. In fact you couldn't get any better daylight anywhere than we have in that room. We never show diamonds by artificial light. It makes a cheap diamond look better, but we prefer to sell only fine stones and sell them for just what they are and no more. 214 POWELL'S PRACTICAL ADVERTISER. The Newest Souvenir Dolls Great excitement in the Toy de- partment yesterday when out from the big packing boxes, in which tliey traveled all the way from Sonneberg— the Home of Dolls, among the German mountains- stepped the cutest little dolls im- aginable, all wearing Tarn o'Shanters with "Atlantic City" or "St. Louis" lettered in gold across the front. Boy dolls and girl dolls. With golden curls or raven tresses, but all with dimpling, smiling faces. And the little brothers and sis- ters have come along with the bigger ones. So there are two sizes— 25c and 50c each. All jointed and dressed with quaint prettiness. No. 783 Satisfactory Smokes I take pleasure in making the "A — I " as good a cigar as can be bought anywhere for 5 cents. 1^1 j^ customers take equal pleas- ure in the smoking of them. They know they're not smoking on hemp or brown paper. Man's Wear for Warm Days Stand on a street comer any hot day, and watch a hundred men go by. You can count on your fingers all tluise who know how to dress rightly for Summer comfort— and, no matter what your prejudices, you are bound to admire the ap- pearance of the tenth man, who knows what to wear. And here are the clothes that he wears— ready to make YOU as comfortable and well-dressed as he is: Blue and black Serge Suits, single-breasted, at $10 to $20. Double-breasted blue Serge Suits, at $12 to $22. Dark gray Worsted Coats and Trousers, extremely light weight, at $12 andgig. Stylish light-colored home- spuns, in cream and silver gray; double-breasted, at $16.50. No, 785 Timely Diamond Offerings April is the diamond month — the lime when the stone of senti- ment — emblem of innocence — is in most demand for birthday gifts or engagement rings. These three pieces are illustrative of the extraordinary values which are obtainable. No, I is a white stone, in plain Tiffany mounting, very attractive in its pure glittering whiteness, 3-SJess 1-32; price, ?36. 50. No. 2 is a white stone, weigh- ing % karat, with plain Tiffany mounting or fancy lielcher, as in illustration; price ^25. No. 3 is a fine white diamond, in either plain Tiffany mounting or the new arch crown (like cut), weight 3-8, 1-32, 1-64; an extraor- dinary value at this special price, I50. No. 790 Why be Roasted.? Don't you dread the thought of bending over a red-hot kitchen range this summer? How much pleasanter it is to possess a cool and compact gas stove, one that does all tlie work of a range without the intense heat or waste of space. Ask your husband to come with you and inspect the Detroit Jewel on exhibition at our sliow rooms, corner of Main Emd Seneca streets. We shall be glad to demon- strate its practical efficiency. Five Thousand Yards of Eolienne 38c a Yard The most popular dress fabric of the season. Exquisite. Hand- some. About a week ago we told you of a group of these same goods — and tliey were gone in a jiffy. In fact, the manufacturers have con- fessed their inability to accomo- date their output of these Siik- and-cottoa Eoliennes to our de- mands. They are made with an all-silk warp, and a fine mercerized cotton filling to give the required strength and lustre. Indeed, in brilliancy and richness of lustre they rival the Silk-and-wool Eoliennes that come from France, and which sell atgi.25 and $1.50 a yard. Made on the model of the French fabrics, too. Cool and dainty. In white, light gray, champagne, reseda, light heliotrope, pink, mode, cadet blue, marine blue, Nile green, russet brown, cardi- nal, brown, light reseda, navy blue, new green and garnet, at 3SC a yard. No Better Time To Buy Laces Than Now You can get the charming filmy and half-heavy laces to-day for half price ana less — or you can wait until these are gone and then pay full prices again. But laces, and quantities of laces, you must have, if you expect to be in the fashion this spring. Tlie new lot of black antique bands is a good example of what one can save by taking advantage of this special opportunity. Usually they cost anywhere from 25 ci-nts to $2 a yard. We picked them up to sell for 15 cents to 75 cents a yard. Straight bands and galons — for making blouses or trimming light cloth gowns. A Dainty Shirtwaist "To Work around in." That's the way one woman aptly described this neat little shirtwaist of dark blue percale, pin-dotted in white. Yoke, deep side pleats, stitched in white, help along its dainty workaday look. 50c. No. 795 Saturday Candy Pound Box 29c. We tell you this is remarkable candy at tlie price— that tlie same grade will cost you 50 or 60 cents elsewhere. We know you will believe this, because you know we do not make misstatements. Saturday Candy is made fresh every week to our order. We make our own selection, and know that every piece in the box is fresh and wholesome. There is no profit for us in this candy; there can be but little profit for the manufacturer. Frankly, we make this special price to bring you into our store every Saturday, for we know that after trj'ing one box you will come here once a week at least, and, finally, you will come here for everything you need in our line. Don't forget, on sale every Saturday, 29 cents a pound box. No. 791 Smart Straw Turbans $4.98 And they will no doubt find ready takers. For every woman wants one of these smart, practi- cal hats for Summer wear. In wliite and fancy mixed straws, and a variety of shapes. Simple but effective trimmings of ribbon,quiIlsaiid the like. The trimmed hat opportunity of the month. Of Two Evils Rather a poor paper well hung, than a good paper badly put on the wall. Both faults are inexcusable and do not occur with us. We discard a soiled or damaged piece, our seams are straight and almost imperceptible and our stock is so well chosen that we have no poor or ugly papers to show. Then, too, the prices are the lowest — that's a strong point in our favor. No. 793 Paris Novelty Dress-Goods There's a certain time of day by the sea, just before the sim goes down, that must have given the tlress-goods designers their in- spiration for chajigeable stuffs. Just the same effect you will find in those exquisite changeable voiles in the Little Dress-Goods Salon — green threads underset \\\\\\ saffron color; gendarme blue with old gold, and brown with green and blue, $2.50 a yard. A Daily Hint- Meat Order For To-Morrow : Breakfast Ham and Eggs. Dinner — Pot Roast. .Supper Lamb Clmps. Meats, Poultry, Fish. More Than Likely It^s Here That medicine you tried to get at so many stores and couldn't. Our variety is pretty large. We dun't often disappoint. Never in quality or price. Checks cashed ; money orders issued. No. 796 Sick Room Thermometers Every family medicine chest should have one; and of course every trained nurse. Here are Clinical Thermometers at 35c. that are dependable, and guaran- teed accurate according to the accompanying certificate; they don't vary more than a tenth. Best grade one-minute Clinical Thermometers at $1.25 and $1.50. No, 797 Did It Ever occur to you tliat you can save time, trouble and expense by having The Lenox Hotel serve that Wedding Breakfast, Society Dinner, Club Dinner, or private luncheon you wish to give.' Our private dining rooms with exceptionally good waiters and an eye single to give you full value for your expenditure are very inviting inducements. Call on or write to us before com- pleting arrangements, and we will gladly ser\'e you. No. 798 Like a Drum Did you ever see a carpet wheel ? Ours is like a mammoth drum. The sides are formed of slats, to let the dust out. Inside are four broad shelves. The carpet drops from one to the other. No points to rip seams or break the body. Even carpet wheels improve. Ours is the latest and best. Come out and see it whirl. No. 799 All the Tackle for Trout In a week you may go whip- ping the streams in Jersey; on April 15th in Pennsylvania. Meantime fishermen will need to nvt-rhaul tlieir tickle — and what- ever yuu h.ivcn't we can supply. For 25 Cents You can purify an ordinary base- ment, ana do away with all the bad odors left by the high water. SANITARY DISINFECT- ING POWDER Does the work. Better than chlt)ride of lime and has n.> [)ad odor. Special price in l.trge lots. All ready for use. Directions on each package. CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 2L5 Spending to Save Rather a queer statement, but if you figure the greater wear you would get out of that kitchen floor, not to speak of the cleanliness, beauty and general convenience, you would certainly come right down and get a can of PARAGON FLOOR PAINT (Enough to Give a Floor lo x 15 Two Coats for 75c.) Then the pantry shelves, the back porch, the bam, the whole house— any part or all — how much better they would look, and how much better wear they would give, and how much labor would be saved, if they were painted with PARAGON PAINTS We have just received a new shipment, and we invite inspec- tion . J ust look around your place , and count up those shabby places, It will pay you to paint them, but you must be careful to get good paint, and "YOU CAN GET IT AT No. 803 A Great Glove Since Gloves, like people, need an introduction to make new ac- quaintances, we introduce our regular $1.50 gloves through a special price— Si. 15. They'll cling to their good ap- pearance with a fastness that establishes their claim to $1.50 quality. Quality's the Point we have in view when buying candy. " Is it good?" is the question we ask the salesman. Candy man called Monday and sold us a lot of choice quality creams and chocolates. Arriving to-day : A few boxes of Maple Walnuts at 40c. — heavy chocolate coat- ing, walnut and maple cream center. Some Mapleines— sa m e thing without the wa In u ts — 30c. per lb. 'Nother I o t of Bitter Sweets, assorted flavors — caught instant favor at 40c. And we've a nice lot of oranges and bananas — 25c. and 30c. The Call of The Garden Everybody who has a garden — acres and acres of green, or a window-box— is obeying Nature's summons these Spring days. Now is the time to prepare for delight all Summer. But the best care, the best luck, the best weather cannot make a successful giowth unless the plants, bulbs and seeds you put in the ground now are healthy and right. Rose bushes at 15c. each. Two for 25c,, Si. 25 dozen. Magnolias, S5C. each. Aialeas, 35c each. Rhododendrons, 45c. each. Hydrangeas, 20c. each. Cannas, 5c. each. Tuberoses, IOC. dozen. Hardy Garden Lilies, loc. each. At Some Time during the life of every one comes an opportunity for making nioiiey. Only those with funds available are in a position to take advantage of such opportunities. Are you in such a position ? If not, get ready for your next chance by opening an account with the INDIANA TRUST COMPANY. 3 per cent, interest allowed on deposits of 25 cents and upward, compounded semi-annually. Spring Clothes ! A little early, perhaps, but they're ready— all the new things - fresh from our own tailors, too. We not only design them, but make them as well — factors which make Capper's ready-to-wear gar- ments different from others. Business Suits. Top Coats. English Walking Suits. To order from $15 up. Those Petticoats at 98c. Come and See Them Made Regarding the exhibition of skirt making on the suit floor one of Monday ' s papers said : "Women watching these girls at work see a petticoat tumed out every eight minutes, com- plete, with sloped hips, ruffles, flounces and felled seams - a better all-round job than a skilled worker would make in a day with ordinary m:;ans. They see that the machine does ihe work; all the operator does is to guide the goods and regulate the speed. They see that here is the secret of the store's ability to quote low prices." You'll enjoy this exhibition; you ought to buy one or two of the skirts for ordinary wear; they're marvels of goodness at the price, gSc. No. 808 Our I3 Derbies So far as we can learn, our $3 Derby costs more to make than any other sold in Chicago. One reason why it gives more wear than any other $1 Derby. Spring shapes in soft hats ready, too. Buster Brown Suits This popular new style for boys 3 to 6 years is here in great variety of fabrics and prices — but ours are different than you will see elsewhere — a natty turn-down cloth collar under the regulation white linen one — so the suit may be worn either way and be quite correct and sightly. Our patrons are critical, and they notice these little points. Send for our new spring cata- logue. Vacation Petticoats The three new ones just ar- rived were specially designed for going-away days. A Seersucker — 4gc. instead of 6qc. For tramping across fields and over country roads. The correct length for wearing with the walking skirt. Two stitclicd rufties on the bottoms of the um- brella flounce, give fullness c)f foot, so tl»ere's some style about it, too. A Satteen — jqc. instead of ^(. For afternoon wear with most any dress, as it comes in preiiy colors, as well as black. A good airing and an occasional shaking will be all the laundry work called for. Think of ttiis convenience at a summer boarding house. A Mohair — ?2 75 instead of $3.50. For the trip to the Fair here's the only skirt besides the short white one — that you'll need. Always dressy — always ready. In gray and black; finished with deep accordion pleated flounce. No. 811 Goodness at ^15 Good is good — Good suits at are good— we 've moderate prices full stocks of Good suits whose moderate prices have been revised down — that's better Many such at different prices, especially at the bottom price, ^15. Same sort of scale-down in boys' suit prices. No. 812 Black Goods Remnants No piece of dress-goods ever comes out exactly even after dress lengllis have been cut off for ten or a dozen different people. From 2 Yz to 5 yards. What shall we do with them ? The best solution of the problem that we know is to change the prices and put them all out on a Main Aisle table — voiles, Lyons grenadines, eta- mines, challis, mohair, Silicians, cheviot, serge — no matter what. This has been done to-day. Dozens of skirt lengths and waist lengths — and a good many full dress-patterns you can buy for less than usual. Trimmed Hats At $5 and $6 The appreciation of our Mil- linery Store increases steadily. This potent fact brings more and more admirers : Here at i?5 and $b are charming Hats that look as though they cost $\o to $15. The rapidity of their departure tells what women think of them. Two hundred more trimmed hats— careful copies of Paris models — take the stand of honor to-day. Every sort that is st>'lish— the new shapes, the new shades, the new trimmings. Lingerie and Pf»lo and Folded Brim Hats in plenty. We Try to Anticipate the ^vants of people in search of particular printing, and endeavor to give each individual customer just what he desires, without any ifs or ands about it. If you don't know exactly what you want, our experience of 24 years is at your service. Trial orders convince you and satisfy us every time. Easter Novelties Half Price For those who desire to remem- ber their friends with a small but appropriate Easter gift, here's a buying opportunity that will sure- ly make bargain history. Main Floor. Dainty and useful articles of sterling silver, particularly appro- priate for remembrances— selected to please either man or woman , We hope to have enough to last all day, but then you must bear in mind that seasonable, striking silver articles at these prices will create an unusual demand. Arii- clcs put up in fancy boxes and ribbons. H undreds of 50c. articles at 25c. No, 81 G No. 817 Warwick China Dinner Sets just received — large invoice. No dantier decorations, no finer nor thinner material , no better shapes made in all America, than War- wick Cliina^-considering the low prices — $10 for a beautiful dinner set, $5 for a lovely toilet set in thai ware. Of course we have higher and lower price sets. Here's an opportunity for lovers of odd plates. We have selected about 100 richly decorated China plates that formerly sold for 51.50, ^1.25, $1.00 to 75c; you can have your choice for 50c. each . At that price you should have your china closet and plate rail chuck " full. A Hot Iron A Cold Handle The hood of the Asbestos Sad Iron is lined with asbestos, the best non-conductor. This lining keeps the heat from passing out the sides or top. The only place it can get out is at the bottom, just where you want it. The cores are solid cast iron, not hollow like some other makes, and therefore, when once heated, they hold the heat longer. 3^1.75 Set of Three Irons, No. 818 Daffodils all a-bloom and splendidly grown in pots are my specialty this week. You'll be glad to know these handsome Daffodils ARE OUT and that I am offering them now at specially atliactive prices. Order to-day and I'll deliver with equal promptness. 216 POWELL'S PRACTICAL ADVERTISER. Xo. 827 You Are Eating Your Pots & Pans Think that over. The wear of your cooking and serving utensils goes into the food — except the part of the wear that goes into the dishprin. And much of that frictional wear isn't washed out. Take your best- washed utensil— it isn't clean. If it were going to be silver-plated, for instance, it would need to be scoured with acid, else the silver couldn't hold on because of dirt. Here's safety and reliefs Pots, pans, griddles— all the needed utensils — made of aluiuinmn. Aluminum pots and pans cost very little more than other good sorts — will last longer than any- thing except copper — will stand bumps and dropping better than anything else — and, if particle by particle, you are eating your pots and pans the diet of aluminum is the only harmless one. Don't buy "cheap" aluminum articles — the metal is the same, hut a vessel must have strength, else it will bend. (Descriptions and prices.) Books For Easter Giving- A gracefu 1 custom— g V in g books at Kaster. And it grows in favor. Books in Fine Bindings are | here- classic and modern works, handsomely, individually bound by famous bookbinders from $2.50 a volume, up to a set for S400. Scrapbook Pleasure There's profit, too, in having a scrapbook handy— one ready to hold the clippings on any subject and bring tliem to your notice when most needed by you. In office, shop or home they make themselves useful. Several new kinds of scrap- books are here ready for your inspection and use. Some ready gummed;some witli pockets; some plain and many that are fancy. Al kinds from loc. up. Special ones at 25. 50, 75c. Albums for holding your souve- nir postal cards also. New Go-Carts Ready with the 1904 Gn-Carts and Baby Carriages. Bloch and llcywood makes, which are, by long odds, the liest. The auto- mobile gear is as light and easy- running as a bicycle. Canic out last year. It is on the new go- carls and bahy carriages, Si/es of lire.s arc Y^ inch, J^ inch and ■}s Mich. The Artillery wheel is a new- ness. A substantial wood wheel with shaved spokes and heavy rubber tires. The new finish is Brewster green, a shade darker than last year's. The whole get- up effective and as comfortable as vou please. Go-Carts, $5 to #40. Carriages, $10 to ?25. Folding Carts, ?3.5o to f.8.50. The Man Behind the Bar Delights in serving New England Beer. He sells it as it is sold to him, guaranteed to be absolutely pure. This guarantee is substan- tiated by leading chemists and physicians who have analyzed the beer and given their hearty endorsements for its purity and liealthfulness. Obtainable at best Hotels, Clubs and Caf^s, Men's Hats in New Shades Colors promise to rival black in the fashions for Spring — our se- lections contain a splendid repre- sentation of all the best favored shades. The Colbert Derbys and Fedo- ras, S3. 00. The M. F.& Co. Derbys and Fedoras, %s, 00. The latest blocks are now being shown in the "Colbert" Silk Hats at S6.00, and the "Colbert" Opera Hats at ge.oo and 58.oo. Your Vest, Sir One of the most important parts of your suit is the vest. Whether plain or fancy — the vest— what is seen of it — sliould be in perfect keeping — not only with the rest of the suit — but with its wearer's individuality. Now— for instance*— in the mat- ter of fancy vests our long ex- perience in just what goods to use — in just what is most fitting and in good form — comes in most opportunely to serve your interests. These Fancy Vests are made expressly to our order — of goods of our own selection— and are exclusively an "S & S." product. Make and Fit are beyond criticism ! The Season is here and so are these Fancy Vests. Extra buttons with each vest. The prices from ?i.5o to $4. A Special loc. Sale of Drugs A sale tlmt gives you choice nf a 4 07.. bottle of Bay Rum. 4 f)Z. bottle of Brown mixture. 3 0/.. bottle of paregoric. 3 o/. bottle campliorated oil. 3 oz. bottle carbolic acid. 4 oz. bottle glycerine and rose- water. 3 o7.. bottle pure glycerine. 2 oz. bottle vanilla extract, 25c. bottle White Pine and Tar Cough Remedy, Vou who have bought these goods elsewhere know the regu- lar prices, and will readily see li((W big a saving you can effect by taking advantage of this spe- cial ifx:, sale. Other special drug offers — Acker's Cough Remedy, bottle 5c. Merck's pliosphate soda, 1- lumnd box, iz%c. \ 5c. box of Slippery Elm Loz- enges and a 5c. box of Menthol Cough Drops, botfi for 5c. Good Stoves, Low Prices If you know us at all , you know that we're very careful about the statements we make in our adver- tisements — that when we say ■' high quality " you'll find high quality here ; and that when we print "low prices" in the paper iliere are real low prices in the store to justify it. We say that ours are good stoves— high quality heaters— and that our prices are really low for the sorts of stoves we sell. We mean just that— no more, no less — and the more you look around among the stove stocks of this town, the more certain you'll be that what we claim is true. New Coal Stoves at $4.75, S-oo, 5 50, 6.00, 6.50, 7.50, S 50, Q.OO, 10.00, 12 00, 14 00, 16.50, 18.50, 20.00, 25.00, 2S.00. New Wood Stoves at $5.50, 6,00, 7.00, q 00, 12 00, 13 50. Second-Hand Stoves at ?3.oo, 6 00, S.oo, 10.00, 12.00, 15.00, Vour money back if you want Get Your Boy Ready for Easter There's a degree of snaji and style to our Boys' Clothing that .ippeals to the boy's heart just as strongly as do the prices to the parents' ideas of economy. A blue serge suit with Norfolk jacket and bloomer trousers, the full baggy kind,sizes9 to 16 years, to-morrow, ^3 45. Tan top coats and reefers, all sizes from 2% to 16 years, cut full, in all the new shades, $2 95. The highest grades of boys' sailor, Norfolk, double-breasted or Russian suits, all sizes from 2J4 to 16 years, ?4.g5. Special Sale of New Domestic Made Lace Curtains We placed our orders for this lot of Lace Curtains when cotton was worth Sc. a pound, making i* |)ossihle for us to offer them to you at very low prices. Cotton is now worth 17c. a pound — the highest price since 1S75 — and there is no indication of a decline. .Some "wise heads" even pre- dict an increase to 20c. Run this over in your mind and we believe you'll agree with us that now is the time to buy. Remember that had we not placed our orders be- fore the increase in cotton, we could not offer these lace curtains at the following low prices : (Descriptions and prices.) We Propose to Bachelors that they let us take care of their soiled linen for them for the year igo4--and later. We are adepts at everything that pertains to up- to-date laundry work; we not only fuaranteeyoii GOOD service but 'KOMPT service as well; and you'll find us very low-priced about it. Ask for special "bachelor" rates. Exactly Right The difference between "Very Near Right" and "Exactly Right" in glasses is the difference between failure and success. You get "Exactly Right" glasses when you come to us — we guarantee it. Open evenings. \\'e grind all cur own glasses. Men Who Cannot Afford to Be Without Insurance MEN WITHOUT PROP- ERTY, with a wife and chil- dren or other dependents. MEN WITH PROPERTY, but not enough to yield an income that would support their fami- lies by itself, and realize that their death will instantly stop its increase. YOUNG U N M A R R I E D MEN, who wish to make sure that iheir mothers or sisters, or the families they probably will have, will not be left in want ; or to have money to set up in business in ten or fifteen or twenty years, PROSPEROUS MEN, who think they will never need it, but may be mistaken. KENEV'OLENT MEN, who wish to leave a sum to institu- tions or to friends without breaking into their estate. FAK-SIGHTED MEN, who wish to save up money to be paid to them at an age when failing powers may prevent them from earning. IN THE TRAVELERS Premiums are as low as is com- [i.itible with safety, and results .lie guaranteed. Women Know How quickly the while lining on the inside of a cast iron reservoir chips off. leaving the iron exposed to the water, which quickly rusts it. The Majestic Reservoir is made of hea\*y slieet copper, nickel-plated on the outside and tinned on the inside. There is never any danger of its rusting. Easter Sunday Near at Hand The most important date in the t.iiloring world comes earlier this year than usual. APRIL 3d. Therefore you want to place your order quickly, as the new styles are settled and the exclusive pal- terns are all here. As you know, it does not pay to hurry the mak- ing of good garments. We offer you hand-made coats, built by expert tailors to stay in shape, at special reduced prices it you <.rder NOW. Call and see the special suit we are making at ?25. Others will charge ^35 for the same \'alue. CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 217 A Heat Pointer Do you realize what a differ- ence it would make in the warmth of your kitclien in the morning if you left ymir reservoir full of water and let it boil all night ? In the Majestic Steel Range, the reservoir being on the left-hand side, right next to the fire, will heat water much quicker than if it was on the right-hand side; in fact, it is the only stvle of reser- voir in which the water will ever boil. Price $53.00 up. Wash-Day Grief What an exasperating thing it must be for a woman on wash- day after getting all ready for the week's washing to find the family tub has shuffled off its iron hoops ! But wood will shrink and hoops will fall. However, the old fashioned wooden tub, though dear to tlie heart of the wash woman, like the old oaken bucket, is a thing of tlie jiasC, Science and skill have come along with the new ealvanized iron wash tubs, whicn are far superior in every way to a wooden tub, as they never leak, rust or break, and there are no hoops to fall off. Besides this, they are much lighter and easier to handle than a heavy, clumsy wooden one. Of course we sell wooden tubs if you want them, best quality, too, but we sell ten galvanized iron tubs to one wooden one, be- cause they are better all 'round for hard use and long service. 70 — 75 — So cents. The man who doesn't know exactly what he wants can put in a pleasant quarter of an hour at this store finding it. We're showing new spring business suitings by hundreds; all the good sorts of fabrics, pal- terns and color effects. Business suits, tailored to measure and warranted to fit, $20 and up. Pressed and kept in repair for a year. If You Die Payments Cease Protection ybr Fainilies. In all purchases made from us, from this date on and until fur- ther notice, where the purchaser is a married man, living with his wife or children and supporting them, and payments have been promptly and regularly made up- on the purchase for a period of six montlis continuously from the date of the purchase, we will, up- on satisfactory proof of the death of such purchaser, and the fact that he was supporting a wife and family at the date of his death, if he is not in default of any pay- ments up to said time, cancel the balance of any indebtedness on such purchase from the date of such death. This policy is a de- cided innovation in retail mer- chandising. It will probably be copied, as is every good thing we do. We trust the people. Appetizing Eatables tjiring delicacies, that tickle the palate and bring tlie perfect joy of a contented stomach. Fresh as the fust breath of a countiy morning. Butter with the flavor of green pastures, 25 cents the pound. Eggs fresh from our own poul- try farm, 20 cents the dozen. Peas, beans, roasting ears — all kinds of seasonable vegetables, still wet with the morning dew — fresh every day. Strawberries — th e kind that melt in your mouth, red, ripe and delicious, 15 cents the quart. .•\t the store where everything is fresh and clean. About Our Bedding We are very proud of our bed- ding, wliich is made in our own factory under the best sanitary conditions. There are no indif- ferent methods tolerated, and we see to it that everything that enters into tlie making of the bed- is sanitarily pure. We guarantee the quality and durability of mat- tresses, bolsters and pillows — and everything else in the bedding line. NO. 841 Banking^ by Mail Has Penetrated to the Interior of Russia A Russian merchant saw an ad- vertisement of the Union Savings Bank — with a list of its directors — and at once sent $200 for de- posit. He wanted his money in a bank where it would be absolutely safe and where it would earn 4 per cent, interest. No. 842 Be Is an ideal all-the-year-round sport. Invigorates mind and body in tlie languid days of sum- mer. Come down and try the new alleys for an hour or two. Woman's Lace Lisle Hose — ANOTHER NEW SHIP- MENT. About 100 dozen women's solid black lace lisle hose, with im- proved garter top, and silk em- broidered lisles, fancy stripe and figured hose in great variety will be on sale to-day. The best values we have ever had ; our own im- portation. If you favor lace lisle hose, now is a splendid chance to supply yourself. More pretty pat- terns than we have shown before this season ; 65c. and 75c. grades. To-day, 48c. Germany Makes the Best Linen Mesh Underwear in the World — and tlie kind we have to sell is the original linen mesli of which all others are copies ; coming direct to us from the manufacturer in (."ologne, and made to our spe- cial specitications. We liave tried other makes from time to time, hut now drop tliem all for this original brand wbicli is tlie best. // V are speaking of men's itn- derwear only. I.inen mesh does not mean all linen, as it is necessaw to have some cotton in the cloth. This f>riginal maker uses 65 per cent linen in these garments, except the very light weight, which is only half linen, and the fish-net, which is vei-y open and nearly all linen. The size of the mesh varies, also the weight of the cloth, and the prices run #2.25, ^2.50, %i and ;f3-25 a garment. Tlie salesman will tell you which kind is best suited to your needs. Almost Everybody Concedes, the advantages of Life Assurance. Many people intend to have a policy some day — But "some day" finds them dead or not assurable — Destitute widows and orphans pay the penalty — Or a good business is wrecked because of a lack of ready cash-^ ^'ou knowtliis is true— you know it happens every day — Could it happen to you? — Are your family and business provided for? — Call iir write. "Do it to-day." Appearances Some women buy a steel range because it looks very attractive as it stands on the store floor. Lots of nickel plating to show it off and catch the eye. Did you ever stop to consider how much this plating costs, how hard it is to keep clean, and how little it improves the cooking qualities of a range? The " Majestic" man- ufacturers do not believe in this nickel trimming ; they spend their money on improving the inside of their range. We have sold this range for seventeen years and during that time the 4000 users have not paid out $10.00 for re- pairs. No. 84 T The clothes you buy here will he tailored right up to the date of your order ; because being made to measure our cutters give them the ziery latest style. Styles change. Example— The " dead " raglan overcoat. How can "Ready-made" stores give you the latest style? — their clothes are made up in advance. Suits or overcoats MADE TO ORDER, from $15 up. H it's a Loftus' — it's "up-to- date." The Lining Question Fashion says diaphanous ma- terials for the Summer of 1905 and for evening dress from now on. Man reads this dictum and says: "Humph, transparent stuffs again:" Woman reads and says: "Dear me, that means silk lin- ings." The silk foundation, now may be purchased for a very small sum if one is only on the qui vive for a bargain. For instance: To-day we will sell Lining Silks, all colors, including black and white, a silk that is guaran- teed to wear, fur 42c a yard. We have about 3,000 yards, whicli will go at this price. Regular figure, 58c. At the Lining Counter. The Way to Buy a Dinner Set is to select one of our stock pat- terns which we sell as you want it, and buy what pieces you need for present use — then, as you want more things, get them in this pattern. The cost is no more this way than to buy a whole set at once. We have these stock 'patterns in all grades. No, 850 A Word of the New Taffela Dresses Everybody knows by this time that Taffeta Silk Dresses and Suits are to be on Fashion's emi- nence, this Spring. We knew it long before. Tliat's the whole story — the reason that here is the fullest and richest collection of these brilliant, crepitating dresses. The reason for the wondrous low prices is another story. Taffeta Shirt-waist Dresses, at $10,75 to $35. Taffeta Tailor-made Dresses, at 120 to fbo. Fishes' Cheeks Did you ever try them ? No small bones to bother you. They are delicious fried. They are ex- cellent in a chowder. Together with cods' tongues they are the most delicately flavored part of the fish. They are rapidly becom- ing popular, because of their many good qualities. No trimmings to cut away, no waste of any kind. All clear fish. Try them for your next order. No. 853 Beautiful Lace Blouses A lace blouse is a decided factor in fasliions this spring. Every other woman will be wearing one at fashionable gatherings from now on. A little beauty is of imitation white Point Venise made over white China silk. J7.50. 218 POWELL'S PRACTICAL ADVERTISER. No. 861 No. 8GG Why We Chose the Blue Trad- ing Stamps The Blue Trading; Stamp sys- tem, devised by the Benedici- McFarland Co., is the best in the world. It was not adopted by Tlie Big Store until it had been subjected to a crucial test of severe examination and carefully com- pared w ith all tlie others in use. With all trading stamps that are issued, except tne Blue Trading Stamp, it takes one thousand stamps to complete a book, and no premium is given for less than one book. With the Blue Trad- ing Stamp 990 stamps complete a book. Moreover, if you wish, you receive a Premium for 300 Stamps. Premium for 600 Stamps. This obviates tlie necessity of waiting until an entire book has been collected. Another point, and one that decided The Big Store in its choice of the Benedict- McFarland system, is that the Blue Trading Stamp obtains the most practical and by far the most valuable premiums. Women's New Spring Hats Ready-to-wear Hats— Newest copies of the newest Paris models. Ever so many of them. All dis- tinctive, jaunty Walking Hats in the best of colors. Of chiffon, maline, straw and silk braids. $2 to S7.50 each. Untrhfuued Hats — Exact duplicates of the shapes used in imported chapeaux. Chip and fancy straws, full of grace and style, $1.25 to $3 each. Some Good Bu- reaus and Chiffon- niers at Wholesale Prices Manufacturers who want to get a lump sum of ready money quickly are often glad to sell small quan- tities of furniture at cost. Perhaps they see a way to make twenty times as much profit as they are temporarily giving up. One of those occasions has re- cently enabled us to buy, at or about the cost of manufacture, a lot of very handsome bureaus ami chiffoniers, in mahogany, bird's- eye maple and golden oak ; all substantially made and highly finished, with large, bevjled, plate-glass mirrors. There's a difference between finding your size and finding what you want in your size. It's generally llie case that " if " the ready-made double-breasted suit were single-breasted you'd take it, and "if" the cut-awa^ suit were a sack that would suit the " other fellow." Here you find what you want, have it made as you want it, and made to FIT. #12.50 — worth double. "Keep-Busy" Sale ends Sep- tember 1st. Make tracks this way. Painstaking care makes Loftus* suits wear. 375^0. Instead of ^i for These Mercerized Cottons No wonder every one is talking about them. Tke cotton is the finest that can be groT.vn. The inercerizing is the viost skillful that can be done. The iveaving is 'wonderfully perfect and varied. Vet the price is only about a third of the regular. Yes, the same things are selling in other stores right novj for ;?i a yard. Meant for shirtwaists — but not for that alone — the plain colors in the lightweight will make exquis- ite summer gowns. Spring Suits for Boys Of the "different" kind. One of the leading manufact- urers of Boys' Clothing tells us that we're ' entirely too particu- lar." He says that he cann^it give us his regular stock; because it isn't up to our standard. That's just it. We're willing to be called anything, so that we get what we want. Quality, style, workmanship and everytliing else are of the best in our Clothing for Boys. We please the boy, and his mother and ourselves — hands all around. Some new arrivals for Spring: Russian Blouse Suits, with Eton and sailor collars; bloomer trou- sers; of serges and cheviots; in sizes for 3 to 7 years, J5 to JS.joa suit. Two Kinds of Milk OUR KIND RICHNESS— Before being ac- cepted at our dairy all milk must reach the high standard set by us for richness in butter fat. If it falls below tliis standard it is rejected. PURITY— Milk as it arrives at our plant is passed througli a fine quartz filter under pressure, which removes all sediment and mast of the germ life prevalent in all milk. PASTEURIZATION — T h i s means that every remaining form of germ life in the milk is destroyed by a simple process of Iieating it to a high temperature and then quickly cooling. This is accomplished without chang- ing the flavor of the milk. OTHER KINDS. There are many of them. We shall be pleased to serve v THINK IT OVl-U. Clothes either improz'e or mar a man's appearance. Ready-made clothes at their best are only ready-made — they are made to fit " modeled forms " — not your form. MA'DK TO ORDFR clothes are made from a pattern : drafted to fit the form of tlie individual who is to wear them. Ready-made clothes are not " up-tOKiate " clothes, because they have to be made up in ad- vance, and any new styles that come out cannot be given them. MADE TO ORDER clothes can be given any style you want, up to the day you are measured. Unlike the readv-made stores. we don't try to tit ytiu to the clothes — we make the clothes to fit you. Suits and overcoats made of good material , tailored in the very latest styles. $15 and up. It's " up to you. If it's a Loftus' — it's " up-to- date." CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 219 No. 810 No. 87.'> No. 879 No. 883 The Boy That Failed may be one that didn't deserve failure. It's unpleasant to speak of a bright buy's failure— and often he isn't to blame for it at all. School teachers nearly everywhere notice boys that are bright in every other way except when it comes to certain exam- ples. Then they seem dull and beyond their usual ability to un- derstand and grasp. To how many teachers does it occur tliat such conditions are the result of defective vision — yes, to bow many? I trust, with other scien- tific men, that the time may come when every child that is to entur school will have lo pass an exam- ination of bis or ber eyes, and not till such a time comes and exam- inations are made by competent opticians can it be a settled ques- tion whether or not a child enters intellectual life as well prepared as be should. Children's eyes examined any day. No. 871 The pathetic yet oftentimes bu- raorous narrative of the life of Tom Pinch as depicted by that oot-to-be- equaled writer, Charles Dickens, in his novel, "Martin Cbuzzle- wit," should be re-read before seeing the play. In which case Willard's interpretation of this beautiful character will be doubly, nay trebly appreciated. This book, "Martin Chuzzlewit" may be had at our Book Store for 45c. No. 87 Our Trousers will suit you " down to the ground." Custom tailor's cloths. Custom tailor's style. Custom tailor's fit. Custom tailor's workmanship. Less than custom tailor's prices. No. 873 A Drop in Ribbons Ribbons out? No, indeed, | never were more popular. eomg to 1 sell seme hundreds of bolts tonday m [ this wise — 9c Ribbons for 5c a yard. i8c Ribbons for loc a yard 25c Ribbons for sc a yard 35c, 40C and 50C Ribbons for 25c a yard. No. 874 When I Asked If I had done any unsatisfactory repairing for you, the question was not prompted by any " kick- ing." for "kicks" are few and very far between, and my busi- ness is growing quite satisfac- torily. But a single dissatisfied cus- tomer might easily do more harm than ten, or ten times ten. new customers could benefit me, so I want the chance to " make good " with that possible dissatisfied one —that's why I asked. Open Saturday Evening To accommodate those who can- not cnnveniently come to the bank during the davtime, THE UNION SAVINGS BANK is open until 9 o'clock on Satur- day evenings. Deposits accepted in any amount from $1 up and interest paid at the rate of 4 per cent. Send for the booklet. No. 876 1 Do Nothing But Roofing It doesn't cost much to keep a roof in good condition if you take it in time and do it right. What costs is letting it go till it is in bad shape, and then getting a man who doesn't half attend to it. I am not a plumber, tinsmith, car- penter or general " handy man. I am a roofer. Roofing is my specialty. I do it iiromptly, thoroughly, satisfactorily every time ; and I do nothing else. A plumber may be a mighty good plumber, but he isn't a roofer. Perhaps he will mend your roof thoroughly— perhaps not. Very likely he will " send a man." A plumber or tinsmith or hardware man can seldom attend to your roof as promptly and sat- isfactorily as I can, because he has other troubles. I haven't anv troubles but roofing. I take all the troubles there are at that. I have had twenty-five years' practical experience in roofing. I have the materials, tools and skillful workmen to do it right. I boss the job myself. I am on hand on every roof that I tackle. I see that it is done as it ought to be. When lam through with it there's no " perhaps " about it. Without any charge to you I will carefully inspect any leaky or defective tin. gravel, slate, iron or felt roof and submit an estimate of cost to put it in first-class con- dition. I have the care of roofs ol some of the largest buildings in New York, and my work is widely known for its thoroughness and durability. I can give you plenty of references. All you need to do is to drop me a postal card. 1 will do the rest. No. 877 Golden Oak ServingTable $5-75 Oi artistic and serviceable quality. A very convenient piece for an odd comer of the dining- room. Twosbelves.twodrawers, 18x36 inch polished top. It can- not be duplicated in other stores at our price. No. 8'J8 Your Hall isn't complete without an Um- brella Stand. We've some new ones in of various grades, but the one at $3.85 is a big value. German earthenware, n e w shape, full size, decoration ot flower sprays and gilt. Pretty Sets of Nainsook Under- wear, $3 Instead of $5-25 Help for a bride planning a trousseau. Yes, indeed; fine enough to make one set in that carefully plannedoutfit. The gar- ments— drawers, chemise and night gown — are worth? 1,75 each. Tliey are made of very soft nain- sook, and the trimmings are in accord. Bought separately they are Si each. Here is a brief word of description. Si ; value $1.75— The Night Gowns and Chemises have both low, square, of embroidery threaded with wide satin rib- bon ; finished with a frill of snowdrop lace. The night gowns have elbow sleeve ; the chemises a pretty frill. $1 : value Si. 75— the Drawers of these pretty sets have deep ruffle of Swiss embroidery heading with a wide ribbon tlireaded beading, 53 for the set is ver>' little , isn t it ? Ni». 880 Linen Collars i2l4c Each A great many men wear cotton collars without knowing it, and they pay the same price for them that we ask for these Collars which are absolutely pure linen both sides. Our line is complete in all the popular shapes and sizes. To- day we add another model, the Monticello, which is here illus- trated. It is in the popular wing style, linen both sides, in sizes 14 to 17— izHc each, twofor 25c. No. 881 Wash Fabrics — 20c. Printed Taffeta i2>^c. It may sound trite to say " The greatest bargain ever offered in wash goods," but it's true. 7,000 yards of the prettiest printed Cotton Taffeta you've ever seen, in such popular shades as brown , navy , tan , cadet , pink. etc. , printed in beautiful designs, at I2!4c. , ,, Every yard represents a full 20c. worth of quality and style. It is light in weight— just the fabric you want for shirt-waist suits and children's dresses. No. 883 Special Gold Eyeglasses $1.00 This most remarkable offer is made for the sole purpose of ad- vertising the superior quality of my optical work and to demon- strate that my three finest equip- ped optical establishments are the only ones in the world where a staff of trained and skilled eyesight specialists are employed, who make thorough scientific ex- amination of eyes, using only the latest and most modem instru- ments. Furniture Slip Covers Made to order slip covers are like a made to order suit of clothes— they fit, give satisfaction and the niaximtini amount of wear. We send a competent man to measure your pieces of furni- ture and "make-to-fit" coverings of the best linen, with bound edges, at the exceptionally low price of 79c. a yard. We can make others at sqc. a yard, but we emphasize those at 79c. as being particularly good. No. 884 A Six Months' Course in Sartain's Business College paves the way to success. During the last four months we bad 17 calls (or teachers, salaries ranging from 5|;oo to 5i,2oo per year, and 150 calls for office work- ers at from iy to ?i5Per week. If you graduate from SAR- TAIN'S you are sure of a job. New term, Day and Night School, begins Monday, Jan. 4. Write for particulars to No. 88.5 Unusual Sale of the Heavy Axminster Carpet at $1.15 a Yard These extra Axminster carpets have a long, velvety pile. They are rich in colorings and unusual- ly pleasing in patterns. Being the latest productions of mills renowned for the excellence of their work, they are correct in style and color scheme. Carpets of similar quality are sold in olberstoresat J1.95 Our price— $1 15 a yard— includes making, lining and laving. No. 886 Go Call a Coach and let a coach be called, and let the man who calleth be the caller; and in bis calling let him nothing call, but coach! coach! coach! O, for a coach, ye gods! —Henry Carey. The modem way is so much easier, here at Dann's — just a quiet order brings a coach — a neat, clean coach — and there s little to pay. No. 887 $5 Fountain Pen Free No. 3 goes to James Cates, S Baxendale Avenue, who bought coal yesterday at 10:25 a. m.,and the envelope time for giving was 10:30. - Our Peerless Stove Coal at $-.~S is about the l)est free burn- ing; White Ash Coal ever seen in this neighborhood. Don't forget that we give away a Fountain Pen. absolutely free every day this month. 220 POWELL'S PRACTICAL ADVERTISER. No. S88 A Window Transparency Free Framed, with every order for Cabinet Photos. These transparencies have always sold for $i each. For ihe coming week we will give each sitter for cabinet photos— babies included— one of the transparen- cies of their sittings FREE OF CHARGE. Transparency pictures of baby are the latest fad, so bring m the babies. Monday's Butter Bargain Our recent Butter Sale aston- ished as well as delighted careful buyers. We have such a bargain fur to-morrow that we expect to dispose of hundreds of pounds. Fine, sweet Butter just received nice enough for anybody — put up in pound prints at 20c. a pound. This will be on sale till 12 o'clock, noon, only. You will have to come early to take advantage of this ofiEer. Three-Fifty Oxfords for Women Grace of line and curve, beauty of form and absolute comfort— those are the attributes of our three-tifty Oxfords, which bring them within a step of the five- dollar standard. For the greater part they owe it to the "bench" work with which they have been invested. If yours be a high arched, normal or abnormal in- step, at least one of the twenty new spring maaels is designed specifically for your service. Our Portables Have Come —The handsomest line of Port- able Gas Lamps that Bangor has ever seen! There's a dainty grace and beauty of pattern in them that appeals to every artistic taste —and a portable lamp is the ' climax of lamp convenience." No use talkingi You'll have to have a portable if you want tliL- best reading light there is. In- vestigate. No, 892 Velour Couch ^ 1 8.00 There's comfort in a roomy couch like this— pleasure too, in its possession. It is carefully constructed through and through. Covered with three-tonL-d or plain colored Velour, has five rows of tufting and is upholstered in all hair— all hair, remember. By far the best couch we have ever offered at the price. No 89: Wilton Velvet Carpets Only 87}ic, Yard Genuine long-wearing Wilton Velvets, mind you. at the same price you are asked for even ordinary carpets elsewhere. Not a few odd patterns, but a wide range of rich designs that will harmonize with the furnish- ings of any room. For finer weaves we grade the prices up to ;?i.5o the yard. Tapestry Brussels, 50c. A special line we are clearing out. Well worth 65c. the yard. Just the thing for summer cot- tages and boarding houses. Royal Wilton Rugs, ?26.5o. And up to 535 in the popular QX i2 ft. size. This is but one of a dozen unmatchable bargains in Wilton Rugs. Other sizes in proportion. 5 Piece Suite I75.00 The ingenuity displayed by furniture manufacturers in keep- ing pace with the demands of people of taste is demonstrated in this daintily upholstered 5- piece suite. The styles of the frames are graceful and correctly carried out. There is an added charm in the mahogany finish, which gives a very rich and beautiful effect. Exquisitely covered with Silks, Panne Plush, Figured Tapestry or Silk Damask, as you may select. No. 895 Don't depend upon others ! Success in any walk in life cannot be won witliout persistent and determined effort on your part. Remember this is necessary in building up a " Rainy Day " fund. Open an account at once with the Indiana Trust Co. Make up your mind to keep it tliere and add to it whenever possible. We will pay you 3 per cent. l>er annum, compounded semi- annually, May and November First. Capital J'I,oori.( No Side Issue Nothing but a plain, first-class, eyerv-day .shoe store. No olht-r kind of goods tacked on, nor are we hitched to any job lots. Tliai is one reason wliy we always have nothing but the best class of footwear, nothing but the newest. Our minds never wander off into other lines — we're thinking oi shoes, nothing but good honest footwear. "THK BOSTON" still pegs away at its ^3.00 grades — calf, russet and patent leather— wom- en's and men's — fortliere's noth- ing better on the face of the eartli for the price. More style, more c|iiality, more comfort than you'll get for twice the money anywhere else. You'll think as we do when von try them once. Perhaps you know it already. No. 903 The New F. H. O. 5-cent Cigar fills the bill every time when you want a long, mildish smoke. Not so strong as might be, but plenty heavy enough to please eight out of ten. The stock used is of tlie best, carefully chosen, and made up by hand. Tr\' an F. H. O. and see huw you like it. New Arrivals in Handkerchiefs The new showing of Women's Handkerchiefs is most attractive. There is a very large and attrac- tive collection at 50c each, includ- ing fine Irish linen handkerchiefs, machine and liand-embroidered; and some made of cross-bar linen , which are very dainty. Some of the designs are quite elaborate and some have beautiful corner- effects. 50c. each. Another populargroup presents Women's All-linen Colored Handkerchief, some with colored borders and embroidered designs. Others of silk-and-linen, in an as- sortment of colorings, zjc. each. There are very handsome Silk- and-linen Novelty Handkercliiefs for men, in white with blue stripes and borders. 75c. each. No. sno Solid Quartered Oak Dresser 19-75 Worth cannot always he meas- ured bv price. The small price asked for this large solid oak Dresser inadequately convevs a proper idea of value— the Cow- perlhwait value. Two top drawers, swell front, iS x 36 bevelled plate mirror, construc- tion of the very besi. No Zero Weather Inside Our Paper Vests ! A perfect substitute for the heavier, more bulky and more expensive chamois and flannel vests. We've had a great run ' woman acknowledges the pre-eminent attractions of our Marie dc Medici, plateau, new tW(»-tone sailors and lingerie hats. Special values in ready-to-trim h.its ()f chiffon, In an immense variety of pretty designs, at $1.95 to ?5 ; also in polo turlians ui fancy braid witli rosette of braid .iiul bird at the side, ^5. CYCLOPEDIA OF LOCAL AND RETAIL ADVERTISEMENTS 221 No. 900 No. 910 No. 015 No. 020 Waists of China Silk at Wholesale Prices Only a few hundred, and of such fine qualiiies and exquisite styles that they need only to be told "f to fnid ouick purchasers- White and black— trimmed in scroll crossover and fancy yoke effects with imported fancy laces, including finest quality German Vals-.sonie with deep Cuffs and Stocks made entirely of lace- others in plain tailored styles— a make that fits faultlessly. Waists that in regular way we could not sell under Sg gS, Special, $6. gS. Waists that in regular way we could not sell under JS.gS. Special, ^5.98. Waists that in regular way we could not sell under ^7.98. Special $4 98. Waists that in regular way we could not sell under ?6.gS. Special, $3.98. No. 907 All Sorts of Pretty Waists Pretty to the point of fascina- tion. Waists of heavy madras. Dainty waists of lawn. Mal carrry them off — They won't wait long at such a price— Regular ;?i5, |i8, and #20 value — To-dav— 58.00 Each. Umbrellas— Prices snapped in half on all Holiday umbrellas. No. 914 Fry It, Broil It, or Bake It. Prepared either way our Ham- burg Steak is delicious and ap- petizing. The increasing demand for it attests its goodness ; it's s^le on some days having reached a quarter of a ton, Ourregular price for Hamburg Steak is 1 2c. a pound. That more may become ac- quainted with it, we will sell it on Saturday for loc. a pound, or 3 pounds for 25c. Are You Trying to Heat All Outdoors ? That's what you are doinj; if your doors are constantly oiieii. Keep the doors closed, and the heat will stay where it will do some good. Equip them with Blount Door Checks and they'll never bother you. They will close quickly, but noiselessly. These checks are the only door checks that give perfect satisfaction. They can be easily attached to any size or shape of door. We sell and apply them. A descriptive folder on request. No. 91f. Men's White Shirts $1 , worth $1.50. White plaited-bosom Shirts- six hundred of them. I. i n e n bosoms. Madras or muslin bodies. Twenty plaits on each side. Pearl buttons. Cool and handsome. Sizes 14 to 16';. We predict there won't be any left by the late afternoon. It will be a case of the early bird— that's your cue. $1 each, worth J1.50. Ninth Street aisle. No. 917 Stop That Draft or It'll Stop You Open doors, drafts and colds go hand in hand. The best and onlv sure preventive is the Yale ^: Towne Blount Door Check. It always closes a door light, but gently and noiselessly. Can be quickly and easily attached liy anyone. Is compact, neat in ap- pearance, durable, and always gives perfect satisfaction. Made to fit any door at a price that will fit your pocketbook. We sell and apply them. A descriptive folder on request. No. 918 "State Arms" Sofa Pillows The fad in sofa pillows is a colored reproduction of the arms of the various States stamped on the top. Every State represented in our collection. Top and back complete, 50c. No. 919 Rubber Sponges A rubber worker in St. Peters- burg beat Nature at sponge mak- ing. These are of rubber— Amer- ican manufacturers have clumsily failed, so far, in producing them. Jolly for the bath. Been dear— but we've cured that. , ^ 3SC. 75c. $1. Si.25 and ?i.7S. soft or harsh, according to your skin. The Raw Silk for Coats, Etc. Fashion's latest craze is Raw ■Silk, described as "the silk that hangs like Velvet." Raw silk is as ''light as cambric and as dura- ble as .serge." at $1.00, )&i.25, f-i.yy and ^2-00 yard. No. 931 No Trading Stamp Trices Here We sell the best ; we sell the most ; we charge the least ; be- cause we do not pay for trading stamps— nor do you, if you buy here. Stampers say trading stamps are a discount. At times they offer "bargains" with double stamps. Whatsortof "bargains" must trading stamp bargains be, when they can stand a double dis- count? Our FRIDAY BARGAINS are genuine bargains— not trading stamp bargains. Tliere was an old woman named Fiddlededee Who lived on nothing but trad- ing stamp tea ; " 'Tis bitter," she said, "and is worthless for food. Excepting the gum ^ on the back's rather good." No. 923 Favored Suitings Our present lines are noted for the great numbers of Suits shown in the new grays — browns and the popular plaids are also widely rep- resented. The usual distinctive- ness of style so long an exclusive feature of our Yoi-ths' Clothing is especially marked in our spring lines. Prices for Suits, if 15.00 to $35.00. No. 933 Handkerchiefs, 15c Belfast sent us ten thousand of these men's and women's 25c. to 50C. pure Irish linen handkerchiefs labeled "seconds" because of lit- tle irregularities of stitching and misplacing of threads. The saving is worth while and we pass it along ; dozen, S1.65 ; each, 15c. No. 934 Universal Bread Mixer It holds a crowd every day and is so practical and liked so well that we're selling hundreds. It's so easy to operate— you simply turn a crank and the bread's al- ways the same ; good, old home- made bread, better than any baker can bake. Price, $2. No. 935 One Thing's Certain As long as you live you'll need money — P,etter save something now tor your old age — Interest on all savings accounts at 222 POWELL'S PRACTICAL ADVERTISER. No. 926 Perrins Easter Gloves So many beautiful novelties and pretty ideas have been brought out for this Eastertide that it is no wonder everyone feels the neces- sity of having several new shades. Perrin's soft pretty Suedes, in all the fashionable colors, Si. 50 and $2.00. Gloves that hold their color. _ Best Perrin quality' fine French Gloves, hand sewed overseam or Pique, in all the novelty shades — apple green, cadet blue, cherry red, etc., $1.50 and S2.00. No. 927 Candy that the Children Ought to Eat How many generations of moth- ers have worried because their children continuously wanted candy which the mother knew would do the little ones serious harm ? Yet how hard it is to refuse ! And there is usually a wicked father who humors the boy or girl in spite of the mother's care. Now relief comes in a candy that the children soon learn to prefer to other candy ; and the new candy is not only harmless, hut ac/ie-z/iy healthful I Cliildren may be humored with- out harm. Neither mother nor father need say " No." The magic sweetmeats are MALT CREAMLETS. The scientific story of their in- vention, preparation, goodness and healthiness is very interesting and satisfying ; but too long to tell here. Sufficient that they are good for the health of young and old ; and tliat they are a good and dainty candy. Three kinds : Malt Creamlets, Malt Creamlet Peppermints, Malt Cream- let Chocolates. Ten cents a package. Colored Dress Goods Specials The vogue for moliairs is un- precedented — they are made up in dresses for almost every require- ment; especial attention is directed to our immense assortment ttf plain and checked designs at $1 a yard. About 75 pieces, including im- ported Eoliennes, Fancy Voiles. Ktamines, and Crystal Novelties, will be placed on sale this morn- ing for immediate clearance at a low price — yard, 5i. A New Silk For Walking Skirts Silk for Skirts, $1.00.— We have been aiming for some time past to produce a silk which would prove especially suitable for that Paris- ian innovation, "the Silk Instep Walking Skirt," and after much research we have created a selec- tion of differently designed Louis- ine Silks, which are admirable for tliis purpose. No. 934 Luxurious Furs Furs are fairly to be classified under the head of luxuries. They are, in that respect, like pianos or precious stones — objects which are bought for a life-time, not merely to gratify a passing fancy. They are less subject to changes of fash- ion than any other article of dress. Hence it behooves the intending purchaser of furs to spend both time and car^ in their selection, and to convince herself of their worthiness and lasting qualities. Add to this the naturarinclination of the purchaser to pay, out of a given price, as little as possible for name and as much as neces- sary for quality, and you have the conditions which should govern the purchase of furs. Wana- maker's fulfills these conditions to aT. "Colbert" Hats at ^3.00 In our " Colbert" Hats — Der- bys and Fedoras — nothing has been left undone to place them far above all other similarly priced lines. The materials make them excel in point of service — and in the styles all the latest ideas are introduced. "Colbert" Derbysand Fedoras, $3.00. No. 9.3^ An Oyster Stew In a Minute At Blake's Restaurant. Another New York idea— an oyster stewer. To test its cook- ing quality we put a dipper full of ice water into the cooker and it boiled in 47 seconds. The presi- dent of the company tells me tliat mine is the first one to be set up in Connecticut. OYSTERS have first call among my to-night's extras, but there's a big bill of other shore foods for choice : Soft Shell Crabs 15c. Clam Chowder 10c. Clam Stew 20c. Clam Fry 25c. J^ive Broiled Lobster 50c. Lobster Salad 25c. Chicken Salad 25c. Cold Roast Chicken 25c. Cold Roast Beef 15c. Cold Roast Pork loc. The Hat Store That Sells Hats, Not Labels There is no other way in the world that a man will permit him- self to be so thoroughly imposed upon as in buying hats. There is only a certain amount of value that can he put into a hat, and there it ends; and the label has nothing to do with it. The hat section of THE HUB, which we call a hat store, because it is a^i complete in every detail as though it were a separate establishnK-nt. at the very outset undertook a re- formation — determined to cut off the cost charged for names and instead provides values. You can determine how. well we've suc- ceeded by buying one hat — thtn you'll see how much too much you have been paying. No. 930 Odds and Ends For Monday we shall place sev- eral baskets, odds and ends, botli in glass and tin goods. Some of these goods are regularly priced as hi^h as 65c. and it is safe to sav all vnll average more than 25c. These odds and ends will include pickles, relishes, cocoas, in fact, most all kinds of canned goods, and. for Monday, only, you can have your choice for 10 cents. No. 93.-; Is Your Life Insured ? "No, but I intend to take out a policy some time." That is the reply many persons make to that question. Their answer is evi- dence that they ought to carry insurance. Their I intend " proves it. They say "some time." When is some time ? That is the question. It may be a week, it may be a monih. during each day of wliich time they are taking chances. There is no chance about DEATH, it is a CERTAINTY. You cannot put it off, you do not know the hour, you have made no provision, some one is dependent upon you. Good and sufficient reasons wliy you should heed these statements and secure honest insurance in an honest company. Your " some time " may be too late. NOW is a safe time. Women's $5 Hats Our Hats at this price are known throughout the United States. They possess every attribute of good taste and refinement. They are made of choice ma- terials over wire frames and are equal in every point to hats shown elsewhere at S7.50 to ?io.oo. Many women will find these Hats at ?5.oo so becoming tliat they will buy several at a time. Fresh Vegetables Are hard things to get tliis time of year and they are most accent- able to the average housewife w nu is at her wits' ends to have a change in the everyday bill of fare. We have choice Cauliflower and Let- tuce in any quantity. Very appe- tizing vegetables these — are scarce at tins time of the year. We havL- the best apples on the market. -Ml the choice home grown varie- ties. Fancy groceries a specialty. The Picture That Is Turned Toward the Wall Was NOT framed here. The frames we make add so much to tlie attractiveness of the picture, that they're always a pleasure to show. The FRAME is HALF, you'll bring the other Iialf and we'll do the rest. Silk Peignoir House Gowns Garments made to take the place of the ordinary dressing gown, and greatly approaches a tea gown, though not quite so elaborate. It is essentially a gown to be worn around the house, but at the same time it does away with the dressing gown effect and forms a charming and novel costume. For traveling this excellent gar- ment will be found inestimable, so thoroughly useful it will prove for hotel use. Prices ^4,50 to No, 940 Umbrella " Seconds" A purchase without a parallel. Most manufacturers vould sell them as "firsts." but these silk 1 umbrellas, with simply a dropped thread or stitch, were sold to us as "seconds." Thev are umhrel- I las which sell at $3, $4 55-Mon- day at $1.50. Japanese Silk Waists Special $5 Eminently beautiful models are included in this sale — models ef- fective and distinctive, and withal extremely practical. Style I — Front and back tucked, a tailored model, splendidly adapted for use in traveling ; ex- cellent quality silk, ^5. Style 2— Elaborately trimmed with lace insertion and medallions, shirrings and handmade French knots, deep cuff, ^5. Under State Supervision. "Only a Dollar" It seems a little bit when you say it and when you spend it. But did you ever stop to think how much tlie things that ynu buy, because they're " only a dol- lar," cost you in a year? You can begin a savings ac- count with a dollar here and get 4 percent, for your money, com- pounded quarterly, A dollar a week at this rate, fnr ten years, amounts; t1.5641.SS. At the Sign of the Easter Bunny Have you seen — children and grown-ups, too— the Easter dis- play in our Candy Store? It's a treat to the eyes. Like a great bower of lilies, jonquils, tulips, and other beauties as true as life ; like a great nest of (hicks, birds, bunnies, storks and eggs of every kind, color and size. And that I'sn't nearly all. China and Bisque F.gg, at 20c to ;^I.5o each. China Rabbits with eggs, at 20c., 25c. and 50c. each. CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 223 No. 948 New Curtains April, the housefuniishint; month, finds this splendid section equipped with assortments and values of a character to make it Lace Curtain Headquarters. Ex- perts on interior furnishing tell us the section stands alone in point of attractiveness and in facilities for showing the merchandise to the advantage of the customers. And we have seen to it that the prices are the kmd that will satisfy the customer. Cluny Lace Curtains — Linen lace insertions and edges in white and Arabe ; a pair, 53-75. S2.75 and $1.95. Fine Cable Net Lace Curtains — In white and ivory tints ; ser- viceable and very low priced ; a pair, $6.50, ?5.oo and $3-75- Novelty Lace Curtains — Neat, daint>', bed room curtains, in white, $2.75 and $2. 25. They Just Suit Me We knew they would; that's the way we make them. When they dnn't suit, we want to know it. But it's all in the filler. We use good, clean stock, the best obtainable. That's why " Su- preme Court " cigars bring 10 cents and why you get vour money's worth. For smokers who can't afford a dime, there's our "Tomboy," the best 5 cent cigar on the market. ' Who keeps them?" Every first-class cigar dealer. The way to get them is to ASK FOR THEM. If the dealer tells you there are others, tell him they are not to be compared. The Kelsey Furnace Heats a House With Less Coal and Care than a?iy other make. I'm the Danbury agent for this wonderfully good furnace and 1 want you to know of its value. If you cannot find the time drop me a postal. It's my business to see you, and I'll be on hand any time you say. No. 94 T Reed Furniture From The East Sold fast enough at our regular low prices. It would have cost you one-half more last week. Prices are only one-third the cost of American. Fools? No, only crowded; room needed. Interest- ing? Yes, \oyou. Chinese Reed Fum'iture is made with frames of bamboo, which makes it extremely light in weight and adds much to its elasticity a nd thus to its comfort-giving qualities. The fabric is woven from split reeds bleached and not shellacked or varnished. It is cool and almost indestructible. $1 Reed Foot Srools at 65c. $5 Reed Arm Chairs at ?3-5o. S5.50 Reed Chairs at S3. 50. S5 .50 Reed Arm Chairs at $3-5o- $6 Reed Arm Chairs at $4. ^6.25 Reed Rockers at $4. $6,50 Reed Tables at $4.25. The Trading Stamp Humbug Did you ever hear of a concern growing enormously rich by giv- mg goods away ? On the surface that is the im- pression conveyed by the trading stamp concerns. They maintain expensive estab- lishments — but sell no goods — just hand them out for stamps._ Dig down deeper and you find that those who give stamps have to buy them and those who osten- sibly get them for nothing have to pay for them in increased prices for goods. How many merchants do you suppose would take up the trad- ing stamp proposition on the basis of losing money on it? Not one. Exactly the reverse. It is figured for a good profit and is worth it, for the time, trouble and extra labor involved. It is by fostering the idea that the stamps are given away that the whole humbugging scheme Lxists, and without which it would not last over night. One thing at a time— when we have thoroughly saturated you with the folly and wastefulness of chasing the little perforated stick- er, we are going to throw light on some other self-evident fallacies— tlie idea, for instance, that the same identical articles in Men's or Boys' Clothing, Hats, Caps, Shoes'or Furnishings, are worth a third or half more in a Main Street store than you can buy them for on Seneca Street, at The Libertv. Clothes That Are the Real Thing Your advantage in buying our clothes is all in the clothes. They may even cost you more than others ; you'll get more. It will pay you, in looks and comfort, to be sure of all-wool, and avoid the mercerized cotton cheat, in vour clothes. Our label is all-wool insurance ; a small thing to look for, a big thing to find. Suits, Si 5 to S30. Special Overcoats, S20. No. 950 This Weather Shoes Shoes for gentlemen, in calf, box calf, and patent leather — any style and all the comfort you want, with light soles or heavy soles, and just fitted for this New Haven weather. Look as though they were worth S5, but I sell them for S3, and guarantee satis- faction. New Polo Hats Yesterday nearly two hundred new polo hats, ranging in price from Si. 25 to $6, came into the Golden Salon in every color that you would find in a June flower garden— brown, blue, white, green, red. The Sr. 25 kinds are black. In all. twelve different styles. Unusual Coats at $25 We tried to see just how much value — by special pressure and special effort— cow/rf be put int(j a S25 coat. The result is before you; Coats of fine black Venetian cloth, 52 inches long; lined throughout with high-grade white peau de sole. Two models- with full loose back, or loose back finished with strap. Both collar- less and trimmed at the neck with pongee or peau de sole, covered with a design of fine braid. Cuffs correspond. No. 953 Something For Nothing During the months of Ft.'liru- arv, March and April, iq^j, \ve shall refund the full amount paid (or all poods bought on certain days, giving every purchaser a chance of securing a supply of Wines and Liquors ABSOLUTELY FREE. With each purchase a dated ticket will be given. Preserve the tickets, for all money paid on one day of the month will be given back. On the last day of the month the free date will be announced. If you made your purchase on said day, present your ticket at anv time, AND GET YOUR MONEY BACK. The low prices, excellent qual- ity and absolute purity of our goods have already made our business very popular. We trust that this new and liberal offer will gain us many new patrons. We are the only exclusive Family Supply House in Peoria and carry a complete stock or Im- ported and Domestic Wines and Liquors. Our own brands : " Family Cabinet " Bourbon, full quart, Si. 00; " Home Club" Rye, full quart, Sgc, are the finest Whiskies bottled, unsurpassed for medicinal use. Visit our store and inspect our goods and prices. No. 954 Boys' Cast Iron School Shoes Made of leather that IS leather — double sole and tap — triple stitched — raw hide cap, round toe, laced — the best wearing boy's shoe made— and at our price the best to buy— sizes, 11 to 2, Si — sizes 3 to 5/^, Si. 25. Longcloth Twelve Yards for $1. A previous shipment of these goods, presenting a very much larger quantity, was sold out in a single day. Little wonder, when sucn a staple fabric was sold at a full third below its regular price. This is a quality of Longcloth that sells all the year round at Si. 50 for twelve yards. It is per- fect in every way. The manu- facturer had good trade reasons for disposing of it at this time; so we are able to offer this addition- al quantity at Si instead of Si. 50 for a piece of twelve yards. But ynu must be prompt now or it will all be gone. Eolienne 38c. a Yard "Silk or Silk - and - Cotton — Which?" People ask the question con- stantly. Their eyes tell them one thing, and their common sense tells them another. How could all-Silk Eolienne be sold for 3SC. a yard? No, it's not all-silk— but fully half-silk, and so beautifully woven that it would deceive anyone if we were not careful to sUte the exact truth. You may always rely on this store to tell you what's in a piece of dress-goods, or clothing or any- thing else sold here, and what you are told will be the exact facts. No. 957 It Sticks to Stay You business men tired of fooling with poor mucilage ? Buy "Stafford's Mucilage," bottled in quart, pint and smaller meas- ures. Tlie best mucilage too weak for ymir work? Let Stafford's Liquid Gum get hold of it. Stands air, shuns sediment. Pints 50 cents. Quarts 75 cents. For Library use. Photo, mount- ing, and the like, Stafford's Con- centrated White Paste pleases most. No " seconds." No. 958 Easter Millinery Models A little army of deft-handed workers in our millinery work- rooms have been busied preparing scores of Easter hats, the inspira- tion for which came from magnifi- cent French models. Some are direct copies. These exquisite modes are now on display and will be of the ut- most interest to visitors. They are so cleverly made that it is im- possible to tell them from the Paris creations. They have caught the very atmosphere of Parisian art. Special Sio, for to-day only. No. 950 Here's an Olive Chance Pimentolives. These are little olives stuffed with Spanish sweet peppers. There is no more grateful relish to be had. The bottles are not large, but they are much larger than the pric^— for Monday— 10c. a bottle. No. 9G0 Millinery To Trim at Home Untrimmed chip hats in the newest shapes and colors. You cannot fail to be suited— the var- iety to select from is so great. There are little hats quirked and bent up in startling fashions {in- tended to be trimmed with knots of flowers and wings standing up straight). Other hats, sailors and a multitude that are indescribable, gsc. to S3. 50. 224 POWELL'S PRACTICAL ADVERTISER. Dinner and Tea Sets You will want the Easter table to be tastefully dressed. Here's the opportunity to get the choicest sorts of China and Glass- ware at wonderful savings. All these sale participants are offered a positive saving of 33 to 50 per cent. One of the Third Avenue win- dows will give you an idea of the beauty of the goods. Dinner Set of English Porce- lain, with neat underglaze decora- tions, 3 colors, 100 pieces includ- ing soup tureen and good size meat dishes. Worth $10, special, Dinner Sets of English Porce- lain, with colored borders, in green, cobalt blue or maroon, 100 pieces, worth $18. Special in the Bloomiogdale crockery store , Jio.gS. Sharpen Your Pencil with a knife. How long will the pencil stay sharp? How long will the ktii/e stay sharp? Do you enjoy handling white paper with lead-blackened fingers? Paper Lead Pencils put an end to the whole dirty business. Prick the paper, whirl off a strip, and you've a pencil in shape for hours of work. These pencils are filled witli finest Bavarian lead, are rubber-tipped, and sell at tlie "one-profit" price, 25 cents a dozen. N. K.— Need Blank Books? No. 963 When You Buy a Ran^e buy a good range. The few dol- lars difference between the price of a good range and tlie price of a poor range will more than come back to you in the greater econ- omy of fuel, the greater efficiency and durability of the good range. WHEN YOU BUY A RAN(;E don't forget that econ- omy of maintenance, working convenience and durability are the points to be considered. Buy a range tluit ha.s a record for giv- ing satisfaction in these points. Frovitle you with .1 wider choice of better and more stylish papers than you can find elsewhere, now or later. Oui stock is made up of all gi'adcs from FINEST TAPESTRIES, CROWN HANGINGS, APPLIQUE FRIEZES, down to inexpensive yet neat and serviceable patterns. Each was carefully selected with a view of showing sometliing desirable for every purpose and at every price. Bring in the si/.e of your room and l.ET US HELP YOU TO SAVE ON WALL PAPER THIS YEAR. A $4 Oil Heater that will give out as much heat as many of the stoves that sell lor?;, $6 and S7, ought to have a special attractiveness for this cold weather. There 's sure to be many "spare- room" emergencies that the "Peach Oil Heater" will meet most acceptably, and they sell for only $4. 35c. for All-Wool, 50C. Voile Not the stuff you'd expect to get tor 35c — not pully nor sleazy in any way, but firm and tight with springiness that comes only when the yarns are properly prepared. 36 inches wide in die following colors — cream, navy, brown, cas- tor, champagne, tan, light green, gniy, reseda, pink, French blue, light blue and lieliotrope. Anything missing? Can you do as well elsewhere? Tell us about Credit of the Right Sort We'll sell you a Suit or an Overcoat and credit you for it, and besides we help you save, for we'll accept payment a little at a time weekly or monthly. We'll trust you freely and willingly. You'll have as good attention as anyone can get anywhere — you'll be protected by the same guaran- tee, for everything that we sell that fails to please may be re- turned and no questions asked. No. OTO Cut Glass and China Things always a]ipreciated and always needed, but not aU\'ays to be had at prices tlia; afford such an exceptional opportunity to pr;ic- tice economy as is rejiresented at this special sale. We direct your attention to our display of rich cut glass. Special prices on cut glass : 25c. for handled s li e r b e r t glasses. 35c. for water tumblers, full size. 75c. for oil or vinegar cruets. $■1.^0 for footed cream bowls. Spi( ial offers in dinner sets : ?*■ for loo-pijcc handsome i>or- tirl.iin dinner sets. 512.50 for fine imported Aus- trian china dinner sets. Sisfor loo-piece French china The Why of Our $1.90 Hats We do a large business the vcar round. Our Hats have their seasons — as in other stores. But our Hats don't have to pay twelve months' expenses for five months' business. That's why 55 quality costs but #2.90 ; 54 quality 52.40, and the ^3 quality 5 1 QO. CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 225 No. 07S No. 983 No. 085 Handsome Neckpieces Kven the least expensive pieces should be selected with care, for "just that little touch" at the neck either brings out good points or accentuates bad ones, nut only of the eyes and hair and of the com- plexion, but of the appearance of your gown itself. New Turnover Sets, in linen and Swiss, Hardanger effects in Reiser's makes, for 50c. Tailor-made Stocks in a dozen different styles, very stylish ef- fects, for 50c. No. 979 Lawn Mowers, Garden Tools and Other Helps at Seed-Time Gardening is the best Spring exercise, and it brings its reward all Summer. But the joy depends a good deal on the implements. Here are reliable kinds— garden tools of every sort. You can put full force in your work and they'll stand it ; you can spare yourself and they'll be efficient. Seeds that will come up lustily. Evervthing to help you, except the rain and sun. Moderate in price ; Garden Spades, 75c. and $1. Garden Rakes, steel, 50c. to 65c.; malleable iron, 20c. to 30c. Trowels, 5c. to 20c. Garden Hoes, 35c. to 50c. Spading Forks, 90c. and $1. Grass Catchers, 75c. to $1.50. Garden Hose, loc. to 20c. a foot. Hose-Mending Outfit, 25c. Wanamaker Lawn Mowers, low-wheel, lo-in., at $2.50, up to iS-in., at S3. 50; high-wheel, 12- in., at ;?4.75. up to 20-in., atSf>-75- No. 980 ** Every Day " The harvests of the world are being reaped "every day" in the vear, and the wealth of all the world is being dealt in "every day " in the stock market. Tliere is wealtli to be gathered "every day " by those who take advantage of the market's ebb and flow. " Every day " I am ready to af- ford you the best brokerage ser- No. 981 Lillian Corsets Some New Beauties. Another group of Lillian ' safeguard that modern skill has devised. By Way of Introduction 3 What Advertising Has Accomplished 5 Types and Their Use 7 Enormous Strides in Type Founding, The Emphasis of Typographical Effects, The American Point System and Its Origin, A Look at Type Anatomy, Cohimn Widths, Meaning of Ems Pica, Cost of Straight Com- position, Table of Estimates, Number of Words per Square Inch Required to Fill Space, How to Ascertain the Quantity of Body Type Required, Price List of Type in All Sizes, Table of Standard Sizes of News- papers, etc. Cyclopedia of Advertising and Printing Technique 16 Classification of Advertising and Printing Terms with detailed explanation. Cream of Type Specimens 20 A choice selection of the latest productions of the leading American type foundries and especially adapted to advertising. Advertisement Construction in General ... 53 Winning Principles, Land Marks, What Convinces, Two Classes of Readers, Confusion of Many Things, Form and Symmetry, Laws of Contrast in Attracting Attention, Impor- tance of Frequent Paragraphs, Getting Mater- ial, Why Competition Stimulates Trade, How to Answer Your Competitor, Laying Out the Ad., Proof Reading, etc. Preparation of Retail and Local Adver- tising 63 Original Wanamaker Advertising, Later De- velopments, Models for Large and Small Advertisers, Type and Border for Retail Ads., Proper Display Heads, What to Talk About in an Ad., Instructive Classified Ads., Writing Local Puffs, Poor Ads. Re-arranged and Re-written, Practical Suggestions, etc. Introductions 80 An extensive reproduction of Models for starting good Retail Ads. Phrases and Expressions 85 Over 1000 selections which enable the "Ad. Writer" to quickly grasp the right word or ""^ phrase, when the brain is sluggish. The greatest list ever thought of, with an appro- priate line for all uses. Management of Retail and Local Adver- tising 95 Advertising as an Investment, Efl^ect of Large Space, What the Unchanged Ad. is Worth, Honesty, Buying Bulk Space, Making Bargains, Daily vs. Weekly Papers, Weather Effects, Box for Suggestions, etc. Special Drive Sales 98 For Every Month and Season, and a prac- tical supplement to Management. The Whhe Sale, January Mark Down Sale, Feb- ruary General Sales, Lincoln's Birthday Special Sales, Washington's Birthday Special Sales, Valentine's Day Sales, Sales for March, St. Patrick's Day Specials, April Special Sales, Easter Special Sales, The Sales of May, Deco- ration Day Offerings, Fourth of July Boom, Mid-Summer Advertising, August Furniture Sale, Labor Day Preparations, Autumn Ad- vertising, Hallowe'en Happenings, Thanks- giving Offerings, Holiday Advertising. Premiums For Catching Trade 104 A fitting supplement to Management, with hints on increasing trade, Enticing schemes of benefit to both buyer and seller, and Offerings in connection with every line of business. Preparation of General Advertisements. . .108 Definitions, Dangers, Argument, Dialogue Style, Serial Advertisements, Name Display, Borders and Special Designs, Originating Illustrative Ideas, Use of Portraits, Famous Old Ads., Pure Pubhcity Advertising a Snare, Argument in Advertising, Practical Suggestions, etc. Management of General Advertising 118 Vital Factors, How to Start the Campaign, Value of a Proprietary Name or Trade Mark, Forcing a New Market by Local In- troduction, Prices and Discounts, Salesman- ship and Advertising, etc. Mail Order Advertising 122 Magnitude of Mail Trading, General Prin- ciples, Where Failure Results, Keyed Ads., About Sample Copy Circulation,, Selling Through Agents, Agents' Letters, Fake Schemes, Literature Needed, Space Limit, etc. Medical Advertising 127 Unsurpassed as a Money Maker, Increasing Consumption of Remedies, Selection of Line, How to Introduce Locally, Success of a $500.00 Test, Value of Testimonials, One Agent in a Place, Distribution of Samples, Store Hangers, Cards and Window Display, Scare vs. Proofs in Ads., Selling by Mail, Securing Agents by Circular, etc. Trade Publication Advertising 136 A Talk on the Planning of Ads. Intended to Interest the Trade ; Catchy Models, Im- portance of Illustrating Selling Points, etc. Miscellaneous Advertising 140 Circulars and Leaflets, Blotters, Mailing Cards, Window Cards and Dressing, Bill Boards, Street Cards, House Organs, Novel- ties in Advertising, etc. y 228 INDEX TO DEPARTMENTS. Form Letter Writing 144 Distinction Between Form and Circular Letters, Elements to Incorporate, Errors to Avoid, Two Classes of Letters, The Neces- sity of Replies, Examples, Criticisms, etc. Card Index and Follow-up Systems 147 Principles Made Plain, Models and Repro- ductions Explaining the Most Approved Methods, The Tickler System, Sub-division of Guides, Recording Inquiries, Follow-up Literature, Arrangement of Card Blanks, Book Record System, Showing Methods for Recording Cost of Inquiries with Resulting Sales, Daily Results from all Publications, with page reproductions of the Monthly Advertising Expenditure Book, Index and Total Result Book, Monthly Book for Daily Results, etc. Booklet and Catalog Advertising 153 Characteristic Differences between Booklets, Catalogs and Primers, and their special duties. Examples for Study, Worthlessness of Commonplace Effects, Virtue of Original Brevity, Follow-up Requirements, etc. Mediums, Their Use and Rates 165 Local Papers, National Publications, Adver- tising Rates of Leading National Publications, etc. Drawings and Engravings 167 Effect of Illustrations, A Drawing or Pho- tograph the first necessity. Pen and Ink Drawings in Outline, Shade, Silhouette, Spatter, Crayon, Ross Paper Effects, etc., for Zinc Etchings; Brush and Wash Draw- ings and Photographs for Half Tones; Pencil Sketches and Cost of Drawings and En- gravings. Cyclopedia of Retail and Local Advertise- ments 169 Over I ooo Selections for every-day use for all leading lines. Note that the articles them- selves are classified under their proper de- partments. For example. Neckwear comes under Men's Furnishings, Strawberries under Groceries, etc. A study of the various de- partments is therefore advisable. CLASSIFICATION OF LOCAL AND RETAIL ADVERTISEMENTS. BARBER. 257. BATHING SUITS. 14, 65, 75, 678. BATH ROBES. 54, 91, 341, 693. BOOKS AND STATIONERY. 198, 223, 260, 283, 352, 457, 508, 677, 688, 820, 821, 862, 871, 957, 962, 989. BOWLING. 259, 842. BREAD AND CAKE. 196, 200, 210, 265, 416, 452, 509, 730. CARPETS AND RUGS. 179, 214, 405, 566, 698, 868, 885, 893, 995. CEMETERY. 378. CHINA AND GLASSWARE. 134,213,275,321,425, 535, 539, 641, 7C7, 816, 849, 866, 961, 976, 1009. CIGARS. 126, 127, 557, 648, 783, 897, 945. CLOCKS. 150, 271. LOTHIN 26, 28, 40, 41, 53, 55, 72, 73, 93, 94, 112, 115, 131, 136, 138, 145, 146, 147, 158, 1(54, 170, 184, 190, 191, 192, 193, 194, 211, 215, 219, 236, 239, 240, 242, 254, 285, 293, 307, 308, 332, 361, 362, 363, 387, 408, 411, 413, 464, 472, 473, 475, 488, 490, 556, 560, 575, 577, 587, 605, 606, 616, 650, 665, 673, 675, 683, 694, 707, 711, 722, 733, 754, 770, 777, 784, 806, 809, 811, 825, 828, 837, 858, 872, 913, 949, 968, 983, 985, 990, 996. COAL. 279, 336, 412, 548, 590, 642, 690, 725, 887. CONFECTIONERY AND FRUIT. 228, 277, 289, 348, 455, 507, 516, 581, 631, 663, 769, 790, 803, 860, 911, 927. CREDIT. 245, 660, 765, 838, 975. CUTLERY. 227, 338, 367, 392, 432, 491. DELICATESSEN. 342, 520. DENTISTRY. 156,165,255,423,446. DOLLS AND TOYS. 274, 278, 349, 872, 374, 782, 1002. CLOTHING. 1, 12, 13, 15, 16, 17, 18, 20, 23, 26, 28, 29, 30, 31, 32, 33, 34, 35, 37, 38, 39, 40, 41, 42, 44, 45, 46, 47, 48, 49, 50, 51, 52, 53, 55, 58, 62, 63, 61, 65, 66, 67, 69, 70, 71, 72, 73, 74, 79, 80, 81, 83, 84, 86, 90, 91, 92, 93, 94, 95, 96, 98, 99, 101, 103, 104, 105, 106, 109, DEPARTMENT STORE. 130, 189, 231, 246, 269, 281, 284, 290, 291, 297, 299, 303, 305, 310, 315, 316, 319, 326, 329, 330, 373, 375, 382, 386, 401, 406, 415, 417, 418, 419, 420, 435, 447, 449, 451, 468, 469, 471, 473, 476, 482, 485, 486, 489, 492, 498, 514, 517, 524, 537, 547, 550, 561, 564, 567, 569, 571, 578, 584, 595, 600, 623, 634, 637, 678, 686, 700, 724, 734, 739, 740, 743, 750, 751, 758, 779, 788, 789, 793, 807, 810, 812, 848, 850, 852, 865, 873, 879, 881, 902, 903, 906, 907, 910, 928, 929, 939, 941, 952, 955, 956, 974, 978, 991, 999, 1001, 1006, 1007, 1010. DRUGS. 121, 153, 160, 166, 203, 212, 220, 311, 338, 438, 442, 443, 533, 549, 559, 586, 596, 615, 640, 712, 795, 800, 826, 994, 1005. DYEING AND CLEANING. 154, 282, 370, 657, EDUCATIONAL. 518, 884. FINANCIAL. 137, 142, 143, 169, 182, 252, 276, 295, 366, 380, 385, 390, 394, 395, 399, 403, 410, 429, 440, 478, 484, 528, 568, 576, 603, 611, 645, 652, 656, 679, 696, 713, 736, 744, 766, 771, 805, 841, 875, 895, 925, FISH. 149, 202, 262, 368, 538, 851. FLOWERS AND PLANTS. 270, 343, 466, 565, 582, 804, 818, 982, 984, 993, 1008. FURNITURE. 124, 135, 171, 238, 267, 280, 318, 822, 333, 344, 345, 405, 461, 462, 480, 703, 732, 745, 755, 757, 855, 861, 867, 877, 892, 894, 899, 908, 947, 966, 967, 986, 1003. FURS. 221, 225, 286, 335, 503, 059, 731, 774, 930. GAS AND ELECTRIC. 230, 244, 638, 651, 718, 7ffi GAS RANGES. 189,545,610,647,727,786. GLOVES. 77, 82, 84, 89, 132, 234, 483, 487, 558, 802, 863, 926. GRAIN AND HAY. 161,760. GROCERIES. 119, 207, 216, 250, 339, 400, 505, 522, 531, 538, 563, 889, 909, 934, 959, 964, 965. 251, 300, 381, 430, 477, 527, 580, 720, 787, 857, 920, 981, 351, 726, 798. 358, 4ta, (>89, 680, 309, 658, 878, 592, 523, INDEX TO DEPARTMENTS. 229 HANDKERCHIEFS. 7, 9, 42, 77, 125, 218, 355, 419, 70(5, 737, 898, 923, 998. HARDWARE. 205, 209, 268, 313, 327, 328, 358, 360, 364, 398, 414, 444, 479, 495, 496, 497, 499, 525, 536, 633, 635, 653, 669, 691, 719, 728, 730, 764, 817, 819, 822, 833, 836, 915, 917, 924, 969, 979, 987. HATS. 3, 4, 8, 10, 12, 18, 28, 29, 33, 38, 42, 43, 46, 51, 52, 60, 61, 62, 65, 66, 67, 75, 80, 82, 87, 88, 89, 90, 97, 99, 109, 110, 111, 114, 115, 116, 136, 138, 147, 152, 193, 222, 226, 317, 324, 424, 572, 573, 597, 636, 654, 668, 674, 738, 776, 808, 824, 912, 931, 933, 977, 1004. HEATERS AND RANGES. 117, 140, 151, 175, 186, 350, 359, 379, 427, 470, 545, 827, 835, 846 946, 963, 973. HOSIERY. 4, 9, 58, 77, 122, 188, 292, 312, 314, 436, 544, 843, 901. HOTELS. 797. HOUSE COATS AND DRESSING GOWNS. 54, 84, 91. INSURANCE. 511, 515, 555, 591, 619, 768, 775, 832, 845, 935, 942. LAMPS. 185, 253, 747, 891. LAUNDRY. 168, 232, 288, 553, 830. LEATHER GOODS. 25, 71, 84, 89, 365, 465, 546, 613, 686, 701, 723, 753, 759, 780., 904. LIQUORS. 128, 354, 629, 632, 741, 823, 953. LIVERY STABLES. 118. 742, 772, 886. LUMBER. 421. MACHINERY. 551, 574. MEATS. 162, 339, 794, 914. MEN'S FURNISHINGS. 1, 2, 5, 6, 11, 25, 29, 30, 33, 36, 38, 42, 46, 57, 62, 65, 66, 68, 71, 75, 76, 77, 78, 79, 80, 81, 82, 85, 89, 90, 91, 99, 104, 106, 107, 112, 138, 145, 146. 147, 180, 193, 217, 229, 312, 384, 404, 428, 467, 494, 519, 529, 620, 671, 684, 880, 916. MILK AND CREAM. 609,859. MILLINERY. 296, 433, 500, 502, 510, 562, 676, 681, 697, 710, 714, 791, 813, 854, 905, 936, 951, 958, 960, 971, 1000. MISCELLANEOUS. 144, 237, 287, 304, 331, 369, 393, 409, 439, 474, 504, 506, 521, 526, 618, 625, 708, 721, 737, 749, 752, 815, 900, 918, 921, 943, 988, 992. MONUMENTS. 630. OPTICAL GOODS. 177, 847, 585, 661, 672, 831, 870, 882. PAINTING AND PAPER HANGING. 129,377, 540, 612, 614, 628, 792, 801, 972. PHOTOGRAPHS AND PHOTOGRAPHIC SUP- PLIES. 834, 357, 543, 655, 695, 704, 888. PIANOS. 172, 224, 263, 622. PICTURES AND FRAMES. 298, 302, 340, 356, 391, 426, 534, 588, 762, 864, 938. PLUMBING. 159, 644. PRINTING AND ENGRAVING. 448, 748, 814. REAL ESTATE. 120, 123, 141, 181, 250, 325, 371, 396, 402, 407, 453, 454, 456, 458, 460, 501, 542, 601, 604, 607, 621, 709, 717, 773. RECORDS. 173. REPAIRING. 241, 248, 383, 388, 397, 450, 481, 493, 530, 874. RESTAURANTS. 174, 243, 272, 323, 389, 422, 541, 589, 599, 608, 716, 932. ROOFINGS. 876. RUBBER GOODS. 59, 199, 337, 602, 626, 919. SAFE DEPOSIT VAULTS. 579, 667, 970, 997, 1012. SHOES. 4, 12, 17, 18, 19, 21, 22, 24, 27, 33, 37, 38, 44, 46, 48, 51, 52, 56, 57, 65, 75, 80, 90, 102, 108, 113, 115, 133, 1.36, 155, 178, 193, 197, 201, 204, 247, 249, 261, 264, 266, 300, 320, 437, 570, 694, 624, 662, 670, 682, 685, 702, 761, 890, 896, 950, 954 SIDEWALKS. 687. SLEIGHS. 235. SPORTING GOODS. 65, 238, 666, 735, 799. STEAMER RUGS. 84. TAILORING. 183, 532, 664, 834, 847, 856, 869, 922, 1011. TELEPHONE. 163, 598, 646, 692, 715, 756. THERMOMETERS. 195, 649, 796. UMBRELLAS. 42, 72, 84, 940. UNDERTAKING. 176. UNDERWEAR. 9, 14, 18, 58, 77, 100, 206, 208, 512, 844. UPHOLSTERY. 333, 405, 445, 459, 580, 552, 583, 617, 639, 643, 746, 829, 840, 883, 944. VEGETABLES. 148, 627, 839, 987. WAGONS. 157, 273. WATCHES AND JEWELRY. 187, 258, 294, 801, 846, 376, 381, 434, 441, 513, 554, 593, 781, 785.