^ 
 
 THE! 
 CLOTHING B 
 
 
 By CHARLES AUSTIN BATES 
 
tj 
 
 ^^' 
 
The Clothing Book 
 
 BV 
 
 CHARLES AUSTIN BATES 
 
 New York 
 The Charles Austin Bates Syndicate 
 
 1898 
 
Copyright 1898 
 THE CHARLES AUSTIN BATES SYNDICATE 
 
*|S^ 
 
 HOW TO ADVERTISE 
 A CLOTHING STORE. 
 
 The general principles of good advertising are undoubt- 
 edly more thoroughly understood by clothiers than by any 
 other class of retailers. 
 
 There is more good clothing advertising in the newspa- 
 pers of the United States than all other businesses put to- 
 gether can show. 
 
 It is perhaps not too much to say that nearly everv 
 clothier who advertises is a fairly good advertiser — as com- 
 pared with other business men of his town. 
 
 At the same time, clothiers, as a class, have much to 
 learn in regard to really good advertising, and it is greatly 
 to their credit that they are always eager for any informa- 
 tion that will tend to improve their advertising.' 
 
 INSIDE THE STORE. 
 
 The best of all advertising, in any business, is done inside 
 the store. 
 
 Too many advertisers totally overlook that point. They 
 seem to think that advertising means bringing people into 
 the store, and that the whole duty of their advertising is 
 done if it brings people in. 
 
 On the contrary, the purpose of advertising is to sell 
 goods, not once only, but to the same customer over and 
 over again. Almost anybody can write an ad which will 
 bring in people, but nobody can write an ad that will keep 
 people coming if the store and the goods fail to come up to 
 the advertising promises. 
 
 In the first place, every advertisement should state the 
 exact truth so far as the quality and value of the goods of- 
 fered are concerned. It is all very well to be enthusiastic 
 
4 THE CLOTHING BOOK. 
 
 and to try to give a general impression to the effect tluL 
 yours is the only store and yours the only goods worth 
 mentioning, but when it comes to describing goods, their 
 style, their general character and their durability, only the 
 exact truth should be stated. 
 
 In the second place, the atmosphere of the store should 
 be charged with the enthusiasm which characterized the 
 advertisement that brought the people in, and every visitor, 
 no matter how poor or how humble, should be made to feel 
 instantly that he is welcome, and that lie has made no mis- 
 take in coming. 
 
 Many clothing stores, for some purpose which I could 
 never fathom, keep a large and impressive individual stand- 
 ing just inside the store, whose sole purpose in life seems 
 to be to glare at every visitor in a manner both superior 
 and suspicious. It has been said by those who have ven- 
 tured the experiment, that this gentleman will, if approached 
 in a proper spirit, answer any inquiries that may be made 
 as to the location of goods throughout the store, but it 
 takes a man of more than ordinary personal courage to 
 make the experiment. 
 
 It is not necessary to welcome a caller after the Baxter 
 Street coUar-and-elbow style, but it is necessary to greet 
 everybody with politeness and with just the right degree of 
 the spirit of welcome. A man who simply stands about like 
 a dummy, who never moves a muscle unless he is addressed, 
 and then never shows any personal interest in a customer, 
 is a nuisance, certain to drive trade away from the store. 
 
 As to the clerks, they must be taught that their duty is 
 to wait upon every customer just as quickly as possible and 
 with thorough politeness. 
 
 I have in mind one large clothing store in a leading city 
 of the country, where on every floor, as the elevators go up 
 and down, the clerks may be seen gathered together in knots 
 in remote portions of the floor, engaged in deep, confidential 
 conversation. If you alight on any of the floors your pres- 
 ence will not be noticed unless you walk over and forcibly 
 disentangle one of these knots. 
 
 If you see any indications of a condition of this sort in 
 your store, stop it, if you have to discharge every clerk and 
 get new ones. 
 
 Your clerks should be properly distributed about the 
 store, and should always be ready, except during a rush 
 
THE CLOTHING BOOK. 5 
 
 of business, to step to the side of every person who enters 
 your store and show them whatever they wish to see. 
 
 In a clothing store a clerk may properly ask a customer, 
 first, what he wishes to see ; then what his preference as to 
 color, fabric and style is ; and third, about what price he 
 wishes to pay. 
 
 After securing this information the clerk should show a 
 reasonably good selection of the goods desired, with a run- 
 ning fire of comment and information as to qualities, etc. 
 
 Having done this, he should offer to try on the garments 
 for wdiich the customer shows a preference, and answer any 
 questions which may be asked. He should be quick to note 
 whether or not the customer seems pleased with any partic- 
 ular suit, or whatever it may be, and use every reasonable 
 means to convince him of its good qualities. If, however, 
 it isn't what he ought to have, if it is not so good as it should 
 be, or if it is unbecoming, he should in all cases say so. Of 
 course, if a man wants to buy something that he ought not 
 to have, he has a perfect right to do so, but he should be 
 made to understand that it was his choice and not the sales- 
 man's. 
 
 A salesman needs a great deal of tact — that goes without 
 saying. It is not an easy matter to sell goods without over- 
 stepping the lines. It is not easy to make a man feel that 
 some particular article is an article without which his life 
 would be a failure without going too far and being of- 
 fensive in its praise. 
 
 Some salesmen can do this to perfection. 
 
 They are rare. 
 
 If you have such, don't let them go if you can possibly 
 help it. 
 
 If you have any clerks who are of the superior and haugh- 
 ty sort, or who make their efforts to sell goods offensive, 
 get rid of them by all means. 
 
 The store itself should always be clean, bright and as at- 
 tractive as possible. Appearances count for a great deal. 
 
 WHERE TO ADVERTISE. 
 
 A very large proportion of the money you spend in ad- 
 vertising should be spent with the newspapers. 
 
6 THE CLOTHING BOOK. 
 
 Nowadays almost everybody who reads reads the papers 
 and depends upon them for information as to what to buy 
 and where to buy it. 
 
 It is safe to say that before buying a suit of clothes most 
 men look over the clothing ads in the newspapers for per- 
 and what the prices are. 
 
 haps several days in order to ascertain what is being offered 
 Clothing for boys and young men is generally either se- 
 lected personally by their mothers or sisters, or is bought 
 
 In most instances, too, there is a woman in the case, 
 according to their instructions. The wives of a great many 
 men pay more attention to the personal appearance of their 
 husbands than do the men themselves, and the clothing 
 is generally bought upon their suggestion, and at such times 
 as they think it ought to be bought. 
 
 Women read all the advertisements in all the newspapers 
 they see. They are strong believers in advertisements, and 
 are aways on the keen hunt for bargains. The only way in 
 which you can be sure to reach the women is by newspaper 
 advertising, and if the mother, sister or wife of the man 
 whose trade you want sees an advertisement of a suit or an 
 overcoat that pleases her, the man himself will probably 
 not be long in coming arotmd to look at it. 
 
 The man himself will read your ads, too. He is always 
 interested in clothing, even when he has no intention of 
 making an immediate purchase. 
 
 Most men read all the clothing ads in the newsoapers 
 provided the ads are sufficiently attractive and look as if 
 they were worth reading. 
 
 Advertising by circulars, if done at all, should be done 
 very carefully. 
 
 Circulars should be attractive and well printed on good 
 paper. They should be short, bright and convincing. They 
 should always be sent through the mail and never thrown 
 into doorways or thrust into letter boxes. People natur- 
 ally don't like to have their premises littered up with cheap 
 advertising matter, and they are not any too apt to patron- 
 ize a merchant who follows that practice. 
 
 The best way to use circulars is this : 
 
 BOOKLETS AND CIRCULARS. 
 
 Keep a list of the names and addresses of everybody who 
 makes a purchase at your store . Four times a year — 
 
THE CLOTHING BOOK. 7 
 
 Spring, Summer, Fall and Winter, or oftener — reach them, 
 through the mail, with a brief circular telling about your 
 new stock of seasonable goods, describing two or three of 
 your leaders in detail and inviting them to come in and see 
 for themselves. 
 
 With this exception it is best to do no circular advertis- 
 ing whatever. 
 
 One of the reasons why this is true is that the circular is 
 the favorite advertising medium of the fly-by-night trav- 
 eling clothing dealer, who fills a town full of circulars, red 
 and yellow signs, shoddy clothing and then skips. People 
 who have been caught once remember the cheap man with 
 his cheap circulars and cheap clothing, and anything that 
 reminds them of him is apt- to arouse their suspicion and 
 make an unfortunate impression. 
 
 If your business warrants it, it is an excellent plan to use 
 a booklet once or twice a year in place of the circular I have 
 mentioned. This booklet should be illustrated and very 
 neatly printed. After a short introductory talk, telling w^hat 
 a good store you have, and how excellent your methods 
 are, and how reliable your goods are, a description of the 
 seasonable styles should follow. Describe in full, with pic- 
 tures, the leading fashions to be found in your Fall stock, 
 or Spring stock, as the case may be, in suits, overcoats, hats 
 and general furnishings. 
 
 A booklet of this sort, if properly prepared and placed in 
 the hands of the right people, almost invariably proves a 
 paying investment. 
 
 It is a mystery to me why there is not more advertising 
 distributed in the packages w^hich go out of stores generally. 
 Every time a package is sent out without a neat little cir- 
 cular or booklet there is an opportunity wasted. I know 
 that these things pay. They bring direct returns, and they 
 are particularly calculated to do so if the purchases with 
 which they are inclosed have been satisfactory. 
 
 Packages are opened for an inspection of the contents — 
 a leisurely inspection usually. With the bundles that are 
 carried home this is especially true. The shopper reaches 
 home very much fatigued. She sits down with the pack- 
 age on her lap and opens and examines while she rests. If 
 there's an attractive booklet or circular in it it will be read. 
 Needn't cut the talk short. Say all you have to say. and 
 take w^ords enough to clinch the story. 
 
8 THE CLOTHING BOOK. 
 
 was distributed in the right way without bringing profitable 
 returns. The distribution of little booklets in packages that 
 are sent out of the store is one of the best methods of draw- 
 ing trade that I know anything about. The advertiser has 
 an absolute check on the circulation. He knows exactly 
 how much of it he gets and to whom it goes. 
 
 This is a method of advertising which is overlooked en- 
 tirely by nine out of ten business men, and practiced only by 
 spurts by the other one. Every package that goes out ought 
 to carry something of the kind with it. It is a string at- 
 tached to future business. It goes right into the home of 
 an actual buyer. If it is properly printed, it will get atten- 
 tion every time. Even a dodger under such circumstances 
 has weight. This method of distribution is absolutely sure. 
 The merchant controls it himself. He knows just how much 
 circulation he gets and what it costs. By judicious experi- 
 ment he can determine just about what the effect is. 
 
 When there is reasonable excuse or need for a booklet, 
 it will pay if it is properly distributed. In making that state- 
 ment, I take it for granted that the booklet will have some- 
 thing attractive about it, and that it will be printed in good 
 style. Cheap printing may possibly pay sometimes, but 
 the chances are that the attractive will pay very much bet- 
 ter in proportion. 
 
 One of the strangest things in advertising or in printing 
 is that a man will start out with the intention of having the 
 best thing he can get. He will find, let us say, that it is go- 
 ing to cost $105, but by skimping it a little bit he can get 
 it for $100. Taking that $5 off the price and out of the qual- 
 ity is just like taking the edge off a knife. You can cut some 
 things with a dull knife, but there are some things you can't 
 cut with it, and you can't cut anything with it as' quickly, 
 smoothly, cleanly and thoroughly as you can with a sharp 
 knife. Advertising ought to have a razor edge, even if it 
 does cost a little bit for grinding. It ought to be keen 
 enough to enter the brain of greatest resistance. 
 
 It is* the last few dollars that are spent on advertising that 
 give it value. It is the last pound of power that lifts a 
 weight. If it takes a strain of 1,000 pounds to break a 
 chain, 999 pounds won't do any good. You can spend 
 999 pounds on it, and leave off just where you started. If 
 you want to break that chain, you will have to spend those 
 999 pounds over again and add the other pound to it after 
 
THE CLOFHING BOOK. 9 
 
 all. It would have been better to have used 1,002 pounds at 
 the start. It is better to spend $105 for a thorouj^hly effec- 
 tive booklet than to spend $100 for one that is inefficient. 
 
 There is a point of excellence below which no printed 
 matter should go. There is also a point where the expendi- 
 ture of money is really waste. Let nobody misunderstand 
 me — I believe in good printing. 1 believe in spending aft 
 the money for printing that its objects and uses and possible 
 profitability will justify, but I do not believe in spending 
 $15 when $10 w^ill do just as well, neither do I believe in 
 wasting $15 when it takes $20 to accomplish my object. 
 
 I think it is safe to say that nine-tenths of all the money 
 paid for dodgers and hand-bills is wasted. It is, figuratively 
 and literally, "throwing money into the street." 
 
 If a- dealer thinks it advisable to get out any sort of 
 printed matter, he ought to spend money enough to have it 
 nicely printed on good paper, and should try to make it of 
 such a character as will insure preservation for a short time 
 at least. A mere dodger thrown into the yard or doorway 
 is generally regarded as more of a nuisance than anything 
 else, and I think really hurts the business oftener than it 
 helps it. 
 
 HOW MUCH MONEY TO SPEND. 
 
 It is hard to lay down any set rules as to the amount of 
 money a clothier should spend. 
 
 Some fortunate clothiers have been in business so long, 
 and have built up so good a reputation, that they are able 
 to keep their old customers and continually gain new ones 
 with no advertising at all. 
 
 A familiar case in point is the firm of Brokaw Brothers, in 
 New York. This firm does a magnificent business, and 
 holds its own in the face of all competition without any ad- 
 vertising whatever. They are satisfied to keep their trade 
 down through generations of the same families and to add 
 to it only such customers as come through the personal 
 recommendations of their friends. 
 
 The fact still remains that should they advertise their bus- 
 iness could be largely increased. There are a great many 
 men, thousands of men, who have never heard of Brokaw 
 Brothers, and who would like to buy the clothes they make 
 and trade at such a store as thev conduct. 
 
lo THE CLOTHING BOOK. 
 
 The firm of Rogers, Peet & Co. is an illustration of a 
 large and constantly growing business, which keeps its cus- 
 tom and constantly builds up more business by a system 
 of not extensive, but of very clever advertising. 
 
 Their ads are small but marvelously clever. Of course, 
 space in New York papers is costly, and their advertising 
 expense on that account rather heavy, but the amount of 
 advertising they do, if placed in newspapers in smaller cities, 
 would cost but little. 
 
 For a well-established, thrifty clothing business from one 
 and a half to two per cent, of the gross sales is a large 
 enough advertising appropriation. 
 
 In case of a new business, or when competition is becom- 
 ing too keen for comfort, or when the business shows a 
 tendency to lag, an amount equal from three to five per cent, 
 may often be used with good results. This depends of 
 course entirely upon surrounding circumstances, but th'e 
 fact should always be borne in mind that the time to adver- 
 tise most is when you need more business most. 
 
 The merchant who, when things are going wrong with 
 him, shuts ofif his advertising and sits back and waits for 
 things to get better, is on the wrong track. The moment 
 things begin to slacken, and the business you ought to have 
 begins to go to competitors, increase the advertising ex- 
 penditure and use every cent that you can possibly spare 
 in a vigorous efifort to turn things in your direction. 
 
 When business is exceptionally good and everything 
 seems to be coming your way, the advertising may be cut 
 down to a certain extent, but it is never wise to stop adver- 
 tising altogether. The moment you do that people begin 
 to read the advertisements of your competitors and begin 
 to go, even if actuated by nothing but curiosity, into other 
 clothing stores than yours. 
 
 This is dangerous. 
 
 Always 1 eep people 'niormed of the fact that you are still 
 doing business at the old stand, and that yours is the store 
 in which they ought to make their purchases. 
 
 Do not fall into the common error of making a set ap- 
 propriation for advertising and using no more than the 
 appropriation provides. There is no more sense in a course 
 of that kind than there would be in determining at the first 
 of the year that during the coming twelve months you 
 would spend only a certain fixed sum for medicine and doc- 
 
THE CLOTHING liOOK. ii 
 
 tor bills. It is all well enough to plan to use a certain sum 
 of money for adertising and try to conform as closely as 
 possible to your plans, but always be prepared to spend 
 more money if necessary, and always be ready and willing 
 to do it. No man can tell at the beginning of the year what 
 contingencies may arise. Competition may compel any 
 merchant to spend a great deal more money in advertising 
 than he had expected to spend, and many other things may 
 have a similar effect. 
 
 Try to divide your advertising money in the correct pro- 
 portion. Find out, by careful experiments, what results 
 each newspaper can show, and spend the correct proportion 
 of money with each. 
 
 Do not advertise in any medium because it costs but little. 
 An advertisement that costs $200 and shows $250 in net 
 profits is cheap. An advertisement that costs a dollar and 
 shows no results at all is exceedingly dear. Don't have 
 anything to do with that kind of advertising. 
 
 Do not make contracts with newspapers to use a certain 
 amount of space every day, or every other day, or every 
 week. Make a contract to use so many lines, or more, 
 within a year. Then use little or much, as may seem wise. 
 In the case of severe storms or insufferably hot weather, use 
 very small ads. When you are preparing for a special sale, 
 or feel that you need to whoop things up a bit, you can use 
 a very large space, and still be ''even with the game." 
 
 You will use no more space in the whole year than you 
 would if you had followed the other system, and you will 
 have secured far better results for your advertising. 
 
 The merchant who uses the same amount of space when 
 he has nothing to say that he uses when he has enough to 
 say to fill a whole page, is a very unw^ise advertiser indeed. 
 
 WHAT TO SAY. 
 
 The best advertising is that which says what there is to 
 say in the fewest, clearest, simplest terms and then stops. It 
 is not necessary to follow the usual style of using from a 
 third to half your space in preliminary horn-blowing. What 
 people are interested in, if they are interested at all, is what 
 you have to sell, what it is like and what the price is. Most 
 people skip all the preliminaries of an ad and go straight 
 down to the bottom where the facts and prices are. There 
 
12 THE CLOTHING BOOK. 
 
 has been so much loud shouting and vainglorious boasting 
 in advertising, that very few people take any stock in it 
 whatever. 
 
 Bright, snappy descriptions of goods are always effective, 
 but long talks about generalities are generally wasted space. 
 The best way is to get down to facts jtist as quickly as pos- 
 sible. 
 
 Another common error is the use of big words and state- 
 ments which cannot be true, and which your store cannot 
 back up. It is not good advertising to fill a lot of space with 
 long, double-jointed, bombastic adjectives. Use short, plain, 
 simple words that everybody can understand. Instead of 
 studying how to make your words longer, always study to 
 make them shorter and simpler. Devote the whole adver- 
 tisement to an earnest talk about the high value of your 
 goods and the littleness of your prices. 
 
 Never refer to your competitors in any way. If they at- 
 tack you, pay no attention to it. Always proceed upon the 
 theory that there is no other clothing store within a thou- 
 sand miles but yours. 
 
 Don't advise people to come and "examine your stock 
 before purchasing elsewhere," or any such nonsense as that ; 
 leave "else\\here'' out of the question. 
 
 When you have said in the fewest possible words all that 
 you would say to a customer about the suit of clothes or 
 overcoat you are trying to sell him, your ad is done and it is 
 time to stop. 
 
 By the way, no better test of an ad can be found than to 
 look at it in the light of a talk to a customer. When you 
 have written an ad, read it over and say to yourself, "Would 
 I make this statement in these words to a customer inside 
 my store?" If you would not, strike.it out, no matter how 
 pretty it looks, or how nice you think it sounds. If it isn't 
 a plain face-to-face, man-to-man talk, it is not good adver- 
 tising in any sense of the word. 
 
 It is best not to advertise too large a variety of goods in 
 one ad. It is better to talk about the merits of a ten dollar 
 overcoat, and not mention any other price, than it is to 
 describe overcoats at ten dollars, fifteen dollars and twenty 
 dollars. You will make a deeper impression on more men 
 if you devote yourself to trying to sell that one overcoat 
 than if you offered several coats at several prices. ]\Iake the 
 whole talk on that one coat, and then say in conclusion. 
 
THE CLOTHING BOOK. 13 
 
 "Other overcoats of every leading style, and in all worthy 
 fabrics." 
 
 DISPLAY. 
 
 Strikini;- display is nearly as good as preferred position. 
 All that either one will do is to catch the first glance of the 
 reader. After that the wording and the reader's needs and 
 ideas decide the fate of the ad. 
 
 The importance of attracting attention to an advertise- 
 ment is, 1 think, greatly overrated. A great many-oeople 
 place this feature of the ad first, whereas it seems to me it 
 should come last. The first thing to do is to find something 
 good to say, and then say it in a plain, entertaining, convinc- 
 ing way. After that is done, look out for the display. 
 
 A great many seem to think that catching the reader's eye 
 and getting his attention is the most that an advertisement 
 can do, and that when it is has done this, there is nothing 
 more to be desired. 
 
 This is undoubtedly true in some cases, but never, I 
 think, in retail advertising. Of course, if an ad doesn't at- 
 tract attention, it will not be read, and therefore will be 
 useless, but any ad in any newspaper will be sure to get 
 some readers, whether it is displayed or not, and I would 
 rather take my chance of convincing a few than of merely 
 attracting a great many without telling them anything or 
 convincing them of anything in particular. 
 
 A retail advertisement has two missions, the first of 
 w^hich really carries the other one with it without any addi- 
 tional effort. The ad should be designed with the idea of 
 selling something immediately. While it is doing this, it 
 will have the same cumulative effect that would come from 
 an ad designed solely for this latter purpose. Good display 
 is a good thing, but think of it last. What is the use of dis- 
 playing an ad that does not advertise? 
 
 Advertisers complain of the difificulty of getting display 
 from a country printing shop. Now, I have never seen an 
 outfit of type in an office so bad that good display could not 
 have been gotten out of it. I don't mean fancy display — I 
 mean merely display. 
 
 "The way to display an ad is to display it." 
 
 Display means prominence. It doesn't mean prettiness. 
 although sometimes prettiness is prominent. Wlien an ad 
 
14 THE CLOTHING BOOK. 
 
 catches your eye it is well displayed. If it stands out of the 
 mass of ads, it is well displayed. The display lines may be 
 set in French Clarendon — which is the ugliest type that ever 
 was cast — and yet, if it is a prominent ad, that is proof posi- 
 tive that it is well displayed. Display means prominence, 
 and it doesn't mean anything else. A well-set ad is one that 
 is prominent. It doesn't make an difference whether it is 
 pretty or not. If it is prominent and looks readable, that is 
 all that it need be. 
 
 In some papers an ad must be handsome to gain atten- 
 tion. Sometimes the nature of the goods makes a pretty 
 ad more effective than a plain one. This is purely inci- 
 dental, however, and has nothing to do with display. If the 
 country printers will stick to plain type, and perhaps one 
 simple border around the ad, they will have no trouble about 
 getting a good display. Three kinds of display type are as 
 much as ought ever to go into an ad, and two kinds are bet- 
 ter — one kind is better yet. Only a very exceptional ad 
 should have more than three lines of display in it. Two lines 
 are better — one line is best. Let the display be simple and 
 strong ; let the type and the white space contrast in bunches ; 
 concentrate the white space so that it can be seen. If you 
 scatter type all over it, nobody will know it is there. 
 
 The advertising of the future will, I think, be more like 
 the reading matter of to-day. It will be more interesting 
 and more entertaining and more convincing, because it will 
 give some information, and in a more definite way than now. 
 If you have an interesting story to tell, and people know it 
 from past experience with your advertisements, they will 
 be sure to read them, whether they are displayed or not. 
 
 Probably the best read advertising in New York City is 
 that of Rogers, Peet & Co., in which there is never a single 
 line of display type. There is an attractive picture at the 
 head of the ad, and the talk begins without headlines of any 
 kind, and runs straight through to the end of the advertise- 
 ment in pica type, with the exception of the name and the 
 different store addresses^ which are set in nonpareil or 
 agate. 
 
 The old style job printer and the old style ad compositor 
 can hardly be made to believe that the advertiser's name 
 should not be the biggest thing in the whole ad. The name 
 and address, in almost every case, may better be the small- 
 est thing instead of the largest. If something desirable is 
 
THE CLOTHING HOOK. 
 
 15 
 
 told about in the advertisement, and people decide that they 
 want to buy it, they will look for the name and address if 
 necessary. It ought not to be so small as tobe indistinj^niish- 
 able, of course, but, as a general rule, I should say that if the 
 name were set in bold-face pica and the address in bold-face 
 brevier, that would be about as large as it would ever be 
 necessary to make it, no matter what the size of the ad. 
 There are exceptions to this rule, of course, but they are 
 very few. As a general thing, a man advertises for the pur- 
 pose of selling his goods, and not to bring himself person- 
 ally into prominence. If he has told all he has to say about 
 his goods, there is no need of taking valuable space for the 
 purpose of putting in his name in black type an inch high. 
 Here are four ads which illustrate four very good styles of 
 display : 
 
 Rain Clothes. 
 
 A gentleman's wardrobe can contain 
 no garment more practical and useful than 
 a Mackintosh of the right sort. We have 
 them in different qualities of Covert cloths, 
 every garment of which bears our guaran- 
 tee to be water-proof. One of the most 
 popular sellers we have is a new line of All 
 Wool Coverts, double breasted box coats, 
 full length, wide velvet collar, large buttons, 
 sewed, strapped and cemented seams, a thor- 
 oughly good and. stylish garment, which 
 during our May Sale we shall sell for $6.00. 
 Other qualities and shades of Coverts at 
 $4.50 and $10.00, but the $6.00 Mackintosh 
 is a beauty. It's cheaper to go dry than 
 wet, and a heap more pleasant. We arc 
 sellers of the best dollar and a dollar-fifty 
 Umbrallas in the city, so everybody says. Remember the May 
 Sale of Sack Suits — the greatest values ever offered are being 
 shown by us. It's the handsomest line of suits in the U. S. 
 
 The 
 
 W.W.Morgan Clothing Co. 
 
i6 
 
 THE CLOTHING BOOK. 
 
 The W. W. Morgan ad can be set up by probably every 
 newspaper in the country. How clear, clean and effective 
 it is you can see for yourself. 
 
 This style of advertising runs all the reading matter in 
 one sized type without attempting to display the items or 
 prices. 
 
 It is an extremely good style to use in small newspapers, 
 that butcher an ad if they try to display it. 
 
 TI)eSto(itn)aoS 
 
 suit. That's our hobby — 
 to fit the stout man with 
 short neck and short arms. 
 We have made a study of 
 fitting him, as well as his 
 ' tall, lankey brother. 
 
 It used to 'be a "hard 
 job" for both these ex- 
 tremes to get a proper fit, 
 it's easy now, if you will 
 only come to the right place. Suits, $8.80 to $18.00. 
 Have you seen our 50-cent neckwear ? 
 ~ Neglige shirts, 50 cents to $1.50. 
 
 The ad of the Trenton Clothing Company is very well dis- 
 played, and is another example of using the same sized 
 type all through the body. The border on it is light and sets 
 of¥ the ad very well. A heavy border would have been in 
 bad taste as the name plate at the bottom and the headline at 
 the top are each heavy. 
 
THE CLOTHING BOOK. 
 
 17 
 
 This ad also illustrates the proper use of a name plate. It 
 is large enough without being too black and heavy. The 
 name plates used by many advertisers are altogether too 
 heavy. They eat up a great deal of valuable space, and they 
 spoil the appearance of the ad. 
 
 Where a name plate is used, or where the name is set in 
 heavy type at the bottom, the headline should always be 
 heavy so as to properly balance the ad. 
 
 Trade at Traver's and save npeoiance. 
 
 _ Are you. 
 v^a\ ready, sir? 
 
 \\. V 1. t^ _*li»^:ik^ Summer days and bicycle joys are 
 
 •tl V'^\ .rfj^y^^^^^^^Tl^ \ fe iif^re. Are you ready for them? 
 
 ^"Ts^^t \,^^\7jr^^:T\\. . Mi -f We're Interested in seeing you right- 
 ly clothed. Selfish, of course, but 
 
 ,-v, jY there's as much profit in your buying 
 
 f\\\ 'JSv.^Q J. Ji^»-^ ■•* i'^om us as in our selling to you. 
 m'^^^^l /v^^^^ ^°^ want the right styles— we 
 
 '^l v'^K^TW 'I C^5L\ /7v\ ^^^^ them. You want the newest 
 
 yt '-^VyJi iH'a^/,'2|^/V^\ ideas— we show them. You want the 
 
 "" ■ best values — we give them. 
 
 FOR INSTANCE, IN SUITS: 
 
 Here's a large selection in durable materials — <t* C A A 
 
 gi-ay and brown checks— fancy cuSs and pearl rT Uil 
 
 buttons on the trousers, at ^^f v v 
 
 An equally liberal choosing among shepherd 
 
 plaids, blue gray, dust browns, checks and (t»'g/\ A/\ 
 
 fancy mixtures, handsome tartan and light XIII l||| 
 
 kersey cuiTs. at tj^lVtW 
 
 And a grand line of genuine homespuns. Im- 
 ported cheviots and shepherd plaids, together 
 with the newest in club checks, self cuffs, col- (J»-| ^ A A 
 ored cuffs, tartan cuffs — just such suits as the XI ^ I ll I 
 tailor will tax $25 for, at *... S'A^.VV 
 
 While there are many tn-between lines, J5 Is the lowest price, 
 $15 the highest — and Traver quality, the certain bulwark of value 
 and satisfaction, every time. 
 
 Separate Bicycle Trousers. t3.50. J3.00— In 
 large shepherd plaid effects, S4 and $3. 
 
 We please you best because we've the best to please you with. 
 
 R. H TRAVER, 
 
 171-173-175 Woodward Avenoe. 
 
 The R. H. Traver ad is another example of good display 
 of a different sort. The items are set in paragraphs and the 
 
i8 THE CLOTHING BOOK. 
 
 prices displayed. It is not always easy to do this without 
 giving the ad a chopped-up, complicated appearance, but 
 this ad does it to perfection. 
 
 P,^o«.Cone. JTfVlE^MOllTH 
 
 
 Seventh and Rotert. 
 
 Handsome Silk=Mixed 
 
 Fancy Worsted Suits. 
 
 Made by tlie iftost skillful tnilors— all buttonholes made.by hand ^ -^ A 
 
 and shoulders hand-padded— these Suits are positively equal 'Q 2S ■ /■ 
 
 finish, fit and make to the best $30 custom-made Suits, ^ I /■ 
 
 and yet ■we offer them to you this B B 
 
 week for only 
 
 Finer Qualities at $i8 and $20. 
 
 SEE OUR SEVENTH STREET SHOW WINDOWS. 
 
 The Plymouth ad is an exceptionally good one. The dis- 
 play is harmonious and attractive, and you will notice that 
 the whole story of the ad is told in the headline and in the 
 displayed price. The moment the eye strikes it, it says, 
 "Handsome Silk-Mixed Fancy Worsted Suits, $14." That 
 tells the whole story, and immediately fixes the attention of 
 every man who wants a suit of clothes and has fourteen 
 dollars. 
 
 How much more effective this ad is than an ad three times 
 as large with a lot of irrelevant boasting at the top and the 
 facts tucked way down at the bottom out of sight. 
 
 Either one of these examples of display may be wisely fol- 
 lowed, and neither is a difficult effect to produce. 
 
 THE USE OF CUTS. 
 
 This is an age of pictures. Almost every newspaper is 
 crowded with them. They use them because people want to 
 see them. The fact that people want them is shown by the 
 fact that the illustrated papers have by far the largest circu- 
 
THE CLOTHING BOOK. 19 
 
 lations. Lots of papers are sold to people who merely want 
 to look at the pictures. 
 
 Before this era of illustration began the use of cuts in 
 advertising was not so necessary as it is now. When there 
 were no cuts in the newspapers, advertisements without the 
 cuts were not so apt to be overlooked as they are now, but 
 when the whole newspaper is full of pictures ads without 
 pictures are not so likely to catch the eye of the reader. 
 
 Of course the best cuts for a clothier are those of hand- 
 somely dressed men seasonably attired and in the character 
 of clothes which the ads describe. 
 
 Pictures showing men doing something are more apt to 
 catch the eye than those of the familiar fashion plate style. 
 A picture of a man in evening dress, sitting at a table in 
 his club, with bottles and glasses on the table, will attract 
 more attention than a picture of the man alone would at- 
 tract. 
 
 The same is true of men in bicycle clothes, golf suits, 
 street suits or whatever the clothes advertised may happen 
 to be. 
 
 It is permissible to use any kind of a cut to attract atten- 
 tion, so long as it is not offensive or distasteful in any re- 
 spect. Never use pictures which would give the most cap- 
 tious person cause for offense and avoid the so-called 
 "funny" pictures. Pictures that are odd or unique are all 
 right, but the alleged humor of the pictures some merchants 
 use is very tiresome. 
 
 The cuts used in your circulars and booklets should al- 
 ways show exactly the styles of the clothing and furnishings 
 which the circular or booklet describes. They should be 
 artistic and pleasing, and an ornament to your advertising, 
 as well as instructive. 
 
 SEASONABILITY. 
 
 The careful advertiser watches the weather and the needs 
 of the seasons very carefully. It is unwise to try to sell over- 
 coats too early in the Fall, or to try to dispose of light un- 
 derwear too early in the Spring. 
 
 It is unwise to try to make people buy clothes when they 
 are spending their money for Christmas presents. Cut the 
 clothing feature out of your advertising during the month 
 of December, and devote your space to those departments 
 
20 THE CLOTHING BOOK. 
 
 which offer suitable gifts, such as bath robes, smoking jack- 
 ets, neckwear, furnishings of various kinds, umbrellas and 
 so on. Make your ads as altogether Christmaslike as those 
 of a jeweler or a dealer in toys. 
 
 As soon as the Christmas season is over, be ready with a 
 big sale of Winter suits and overcoats. It is then time 
 enough to talk about the lateness of the season, the big 
 stock of Winter clothes you have on hand and the reduction 
 in prices. 
 
 You can keep up the reductions and the talk about the 
 necessity of getting rid of Winter goods until it is time to 
 announce the Spring suits and overcoats. The time to do 
 that depends, of course, upon your climate and the plans 
 and methods of your competitors. 
 
 The amount of space used when announcing the arrival of 
 Spring, Summer, Fall or Winter goods should be very large 
 at first. Make a big splurge and impress upon everybody's 
 mind that your new stock has arrived, and that they ought 
 not to fail to see it. 
 
 As early as the middle of November a big effort should be 
 made to sell as many suits of clothes and overcoats as pos- 
 sible before the season for buying Christmas presents com- 
 mences. 
 
 Study the weather carefully, and try to make every ad 
 fit the weather conditions. Try to make every ad part of 
 the seasonable literature of the ad, and never, unless abso- 
 lutely unavoidable, allow the same ad to appear twice in the 
 same paper. 
 
 "MONEY BACK IF YOU W^ANT IT." 
 
 In all of your advertising make an effort to have people 
 distinctly understand that everything you say in your ad is 
 true, and that you are prepared to back it up, and tell them 
 plainly that if for any reason the goods they buy of you 
 are unsuitable they may have their money back. Say that 
 they won't have to argue or protest or kick in order to get 
 it, that you had just as soon have the goods as the money, 
 and that all they have to do is to ask for it and they'll get 
 it, without any argument or protest. Say that the suit of 
 clothes they buy of you will never be theirs until it fully 
 satisfies them ; that you are always ready to alter it until 
 it fits them perfectly, and to make good any deficiencies 
 that time brings to light. 
 
THE CLOTHING BOOK. 21 
 
 Not only say these things, but mean them, and always 
 stand ready to make them good. 
 
 A package from Rogers, Peet & Co. always contains a 
 guarantee check. It is one of the best things in the line 
 of advertising that I have ever seen. It certainly inspires 
 conlidence and makes one feel on good terms with the 
 house. 
 
 I showed this check to a man who was about to open a 
 business in Hartford, Conn. He is a business man. and he 
 said at once that the check was a good thing ; said he was 
 going to adopt something of that kind himself, although he 
 had never thought of it before. 
 
 He also said : "There is nothing to be afraid of about 
 such a guarantee. If a man is going to run a straightfor- 
 ward, honest business, there is no reason in the world w^hy 
 he should not give a strong guarantee with every purchase. 
 If he is not going to run an honest business, he had better 
 not run any at all." 
 
 SELLING GOODS AT A SACRIFICE. 
 
 j\Iany people w-onder how it is that New York retail 
 houses can continuously sell goods at a sacrifice and still 
 pay dividends. All of the retail stores advertise each item 
 as ''reduced from," or "thirty per cent, ofif from former 
 price," or "worth $2, now $1.29." 
 
 Probably the most of retail dealers understand this mat- 
 ter perfectly. Still, I know that there are a great many who 
 do not, and among the general public are a great many 
 more. The public often puts such statements down as being 
 entirely untrue and impossible. 
 
 They are not. 
 
 The' system is a very simple one. In a large department 
 store, the advertising man goes to each department, or to 
 the departments which it has been decided to advertise on 
 any given day. He goes into the men's furnishing goods 
 department, for instance, and picks out the item of 25-cent 
 socks, which probably cost 17 cents. They are advertised 
 at 17 cents. Then he may take a dollar shirt, w^hich cost $9 
 per dozen, and sell it at 79 cents. There may be some line 
 of goods in the stock w^hich, for some reason or other, has 
 been slow in selling, which may have been on the shelves 
 for a year or possibly two years. The original price may 
 
22 THE CLOTHING BOOK. 
 
 have been $2. It is a good deal better to get rid of that 
 lot of goods at $1, or even less, than to keep it on the 
 shelves any longer. With these three items he leaves this 
 department and goes to another, where practically the same 
 system is followed. The bargains offered and the prices 
 given are perfectly genuine and honest. 
 
 People will go to look at the 79-cent shirt and will find 
 that probably it is not exactly what they want, although it 
 is an excellent value for the money. They will end by buy- 
 ing a $1.25 or $1.50 shirt at the regular price. Then they 
 will be reminded that they need some collars, suspenders or 
 neckwear. All these things will be purchased at the regular 
 prices, and by the time the day is over it will be found that 
 the sales have been very much greater than the normal 
 amount, and that probably not over ten per cent, of the total 
 sales have been on the goods advertised. The advertising 
 manager of one of the largest department stores in Chicago 
 (that means one of the largest in the world) told me that he 
 tried to make ten per cent, gross profit on the goods ad- 
 vertised, and that by keeping a careful record of the sales of 
 these goods he found that his ten per cent, profit paid his 
 advertising bills. 
 
 I have had some trouble to convince the buyer of a de- 
 partment that it was wise to cut some three or four items 
 clear down to cost or below, but experience has always dem- 
 onstrated that it was advisable to do this — that the increased 
 trade in the department would more than offset any loss 
 that was made on the particular goods advertised. Of 
 course, it is a good deal better to cut prices on cheap goods 
 than on expensive things. It does not cost very much to 
 sell one hundred dozen clothes pins at a loss of one cent a 
 dozen, and it is astonishing how many people want clothes 
 pins. The same applies to collars or low-priced neckwear. 
 
 WINDOW DISPLAY. 
 
 A great many clothiers are hampered by the lack of a 
 proper window trim. 
 
 It is of vast importance that your windows be always at- 
 tractive and always able to make people stop to look at 
 them. 
 
 Of course you know how very many men buy altogether 
 from windows. They pass clothing store after clothing 
 
THE CLOTHING BOOK. 23 
 
 store and look in the windows until they see something that 
 they like, and then they go in and buy it at once. If your 
 window is poorly trimmed they will go by it without a 
 glance. 
 
 It is not necessary to have an expensive display, or to 
 have a large number of suits in the window, though of 
 course novelties and artistic effects are extremely valuable 
 if you can secure them. If you cannot, you should make 
 your windows extremely simple and dignified. Try to show 
 the suits in a way that will show their good qualities an^d 
 their handsome effects to the best advantage, and do not 
 overcrow'd the window. A few suits of clothes neatly dis- 
 played are more efTfective than a window jammed full of all 
 sorts of clothes at all sorts of prices. 
 
 The same is true of furnishings. A large variety of fifty- 
 cent ties, for instance, makes a good display, because peo- 
 ple naturally want to know whether the particular patterns 
 and colors they like are to be found in that line, but a win- 
 dow full of collars, suspenders and neckwear of all kinds 
 and of all prices is bad display and one not likely to bring 
 business. 
 
 Be careful never to use colors which do not harmonize, 
 and do not show high-priced goods and low-priced goods 
 in the same window. 
 
 Keep the windows perfectly clean and free from dust 
 and change the trim as often as is possible. 
 
 WINDOWS AND SHOW CARDS. 
 
 In large department stores there is generally a little room 
 stuck away somewhere, in w^hich the ticket writer does his 
 w^ork. He is generally kept pretty busy. Whenever there is 
 a special sale, large cards are written to hang up in the va- 
 rious departments. If there is some particular thing on the 
 bargain table, a description of it and the price are put on the 
 card and hung over the table. The goods displayed in the 
 w^indow are ticketed with the price, and possibly a few words 
 of description or of other advertising matter. 
 
 The cards may be of any size or style that is desired, but 
 in all cases they should be perfectly plain. A great many 
 houses use plain black ink on white cardboard. 
 
 A better style, I think, is secured by using a little bit of 
 red. The name of the article, or the price, or both, might be 
 
24 THE CLOTHING BOOK. 
 
 written in red, and the rest of the matter in black. Of 
 course the color of the goods on which the card is placed 
 would have something to do with determining the color 
 of cards and ink. 
 
 In the case of stores not large enough to employ a spe- 
 cial ticket writer, there should be an arrangement made 
 with some local sign painter to do this work. The cost 
 will be merely nominal, and the effect will most surely be 
 good. 
 
 The internal workings of a store ought to be in harmony 
 with the advertising. I have seen special sales advertised 
 in spread-eagle style, and have found the store going along 
 just as if nothing unusual were happening. 
 
 There ought to be just as much enthusiasm in the store as 
 there is in the advertisement. It will make all the difference 
 in the world in the results. The use of show cards in con- 
 nection with the good advertised is a step in this direction. 
 It not only catches the customer who has read the advertise- 
 ment, but it often catches the eye of the casual visitor who 
 has not seen the advertisement. I believe that it helps to 
 impress on the minds of the clerks that there is a sale going 
 on. Very frequently they do not seem to know anything 
 about it, and one who has read the advertisement has to do 
 considerable pumping before he can get the desired infor- 
 mation from the salesman. 
 
READYMADE ADS THAT 
 ^i^SELL GOOD CLOTHING 
 
 The following- pages have been 
 arranged so that the busy clothing 
 man can do the very best adver- 
 tising with the least possible 
 effort. 
 
 But a few cents and a few mo- 
 ments are required to have a new, 
 bright, effectively illustrated ad 
 for each issue of the local paper. 
 
 Select an ad that suits the occa- 
 sion. Order the cut by number 
 only (prices and postage rates on 
 inside of front cover). Add prices, 
 signature, and other matter as 
 desired, or cutout all printed mat- 
 ter and fit your own words to the 
 cut— then tear out page and give 
 to your printer for copy. 
 
No. 175. 
 
 Clothing 
 
 that is well made, fits 
 you nicely, and don't change its color, is 
 the kind of clothing you are looking for, 
 and the only kind we keep in our estab- 
 lishment. Let us show you our new 
 suit at 
 
No. 323. 
 
 The Closest Inspection 
 
 will fail to disclose 
 the slightest flaw in any overcoat or suit 
 that goes out of our store. 
 
 Whether you pay much or little, you 
 know exactly what you are getting — the 
 fabric, the lining, and the tailoring will 
 be thoroughly dependable, and the price 
 will be what our prices always are — the 
 lowest in town for anything like similar 
 values. 
 
No. 425. 
 
 An Unexpected Offer. 
 
 At this time in the vear you naturally 
 expect to pay a pretty stiff price for 
 fashionable Spring clothing — reductions 
 come later. 
 
 We have a surorise lor you. We are 
 going to give you the most stylish, ele- 
 gant, well made clothing in this town at 
 mid-Summer prices. 
 
 That means a saving of at least 25 per 
 cent, for you — and Spring has hardly 
 begun. 
 
No. 1 107. 
 
 4(ec«tlt G,Miv<~ 
 
 Our Place Is Crowded, 
 
 but there's sure to be 
 suits to fit each one who comes. The 
 crowd is an assurance that the creases in 
 our goods are only the proper ones. 
 There are no shelf wrinkles; no last 
 year's styles, no faded streaks and dust 
 stains. 
 
 We'll sell you best goods in latest 
 styles at lowest prices. 
 
No. 1 1 30. 
 
 A Coat of Paint 
 
 may be quite the swell 
 thing among the South Sea Islanders, 
 but it would be just a trifle negligee 
 
 in . 
 
 Just what is latest and best in men's 
 clothing is seen upon those wise indi- 
 viduals whose garments we fashion. We 
 have all the late weaves, and in style, 
 fit and finish our clothing is without a 
 superior. 
 
No. I i6i. 
 
 Your Fall Suit 
 
 is all ready and wait- 
 ing for you. We picked it out, and if 
 you'll come in and see it you'll agree 
 that we used good judgment. You'll say 
 that you never saw such stylish, well- 
 rnade. handsome clothing for anything 
 like such little prices. When are you 
 coming in? 
 
No. 1 198. 
 
 The Czar of Russia 
 
 never wore a dress 
 suit until a short time ago. On that oc- 
 casion the Czarina said that "Nicky 
 never loked so well in his life." 
 
 We didn't sell the Czar that suit, but 
 if we had it would ha\e fitted him just 
 as well. 
 
 Your wife is no doubt a woman of 
 just as good taste as is the Czarina. 
 
No. 1249. 
 
 It May Be 
 
 that you're wearing 
 the old suit because you think you can- 
 not possibly afford to visit a tailor. 
 Maybe you think it's impossible to find 
 stylish, finely finished, comfortable and 
 well-fitting clothes ready-to-wear. All 
 right. We don't care what you think, so 
 long as you call on us. You'll go out a 
 swell-looking, happy man. and there'll 
 be some money left in your pocket, too. 
 
No. 1255. 
 
 The Best Dressed Hen 
 
 get their clothing 
 here. The suits are made of the very 
 same material tailors use, and are finely 
 cut, made and finished. If they don'c 
 quite fit, we make them fit. No man 
 goes out of here unless he looks as 
 though he had just come from the high- 
 est priced tailor. 
 
1257. 
 
 Here's The Whole Story. 
 
 We keep the best clothing we can 
 get. We do it because we know it will 
 pay us to do it. We know that if a man 
 comes here and gets stylish, well-fitting, 
 comfortable clothing at a low price, 
 he will come again and again. He'll 
 bring his children and tell his friends 
 about us. In the end. we'll make more 
 money than if we charged high prices. 
 
No. 1258. 
 
 A Spring Necessity. 
 
 Spring overcoats are not a luxury — 
 they're a necessity. We don't urge you 
 to buy one for the sake of appearances, 
 but for the sake of heaUh and comfort. 
 And we urge you to come here for it 
 for economy's sake. 
 
 The loose, baggy, room-to-grow-in 
 kind are all the rage now. 
 
 Here's a rare bargain or two: 
 
No. 1259. 
 
 Clothes for Boys. 
 
 There are many things in our big 
 stock of boys' clothing that will appeal 
 strongly to the mothers of this vicinitv. 
 The most casual inspection will con- 
 vmce you that we have been energetic 
 as well as conscientious in our effort 10 
 secure the very best stock that ever 
 came into this town. 
 
 The prices are extremely moderate. 
 
No. 1260. 
 
 Fine Feathers 
 
 may not make fine 
 birds, but neat, stylish clothing goes far 
 toward making a boy happy, and gentle- 
 manly as well. 
 
 When elegance is combined with sterl- 
 ing worth and durability, you have a 
 combination hard to beat. 
 
 Especially when the prices are so sur- 
 prisingly low as these. 
 
The Rush Is On. 
 
 The fall rush is on, and we want to 
 keep things humming. 
 
 If you haven't bought your fall suit 
 yet. we can give you some very interest- 
 ing figures. 
 
 We can give you satisfaction as well 
 as economy. The suit we sell you will 
 be the most stylish, elegant, distin- 
 guished looking suit you ever wore. 
 
No. 1277. 
 
 The Clothes Question 
 
 is a mighty import- 
 ant one to every man — it's one that 
 needs serious thought. If buying a suit 
 of clothes or an overcoat was a matter 
 of a few cents we might speak lightlv 
 about it to you; but as it is not. we ear- 
 nestly ask you to consider carefully our 
 claims to your patronage. Can we not 
 sell you a better wearing, fitting and ap- 
 pearing suit than you can get elsewhere 
 for the same money? We believe so. 
 
No. 
 
 1-79. 
 
 That Boy Of Yours 
 
 will have to start to 
 school soon. He'll need new clothes. 
 Vacations are particularly demoralizing 
 on clothing. His mind is clear and he 
 IS now ready to attend to his studies. 
 Clothe him in a neat, stylish suit and 
 let him work untrammeled. Poor cloth- 
 ing muddles the brain. It has a way of 
 persistently pushing itself into view. It 
 can't be forgotten. There are immense 
 values here for mothers of school boys. 
 We have made special preparations for 
 the school boy, and will help you all we 
 can. 
 
No. 1280. 
 
 Mould Your Boy's Tastes. 
 
 Get him into the habit of wearing nice 
 clothes now, and he'll never be satisfied 
 with anything else. Be as particular 
 about the fit and style of his clothing as 
 you are about your own. He'll repay 
 you by being a bright, handsome boy,, 
 who wall get the consideration he de- 
 serves. 
 
No. 1281 
 
 The Well Dressed Boy 
 
 takes naturally to gen- 
 tle manners. Don't you believe it? Try 
 it yourself. Come and buy your suit 
 that you need of us. See what we can 
 do for you at lower price than you can 
 find anywhere else. 
 
 You'll find yourself at peace with all 
 the world, and ready to lift your hai 
 either to lady or laundress. 
 
No. 1282. 
 
 There's No Economy 
 
 in wearing unseason- 
 able clothing. You lose money, health 
 and peace of mind by it. We can sup- 
 ply you and your son with suits for Sun- 
 days week days and holidays in the lat- 
 est styles, best materials, best finish, at 
 the lowest prices in the business. Come 
 and see us, and know yourself. 
 
No. 131 7. 
 
 Ready-to-Wear Clothing 
 
 has a great many ad- 
 vantages — the most prominent that it IS 
 ready to wear. There's no waiting— no 
 fuming because you don't get your 
 clothes when promised, and the minute 
 you see a ready-to-wear suit you know 
 whether or not you like it. 
 
 Our stock is large — our stock is va- 
 ried. The prices are economical, the 
 styles are the latest, the workmanship is 
 perfect. 
 
No. 1 3 19. 
 
 Vour Clothing 
 
 is the first thing that 
 another person sees. He doesn't careful- 
 ly note your coat and trousers, but he 
 takes in the general effect and judges 
 you accordingly. If the clothes are 
 bought here the effect is stylish. You 
 may be able to obtain the same appear- 
 ance some place else, but you're not 
 always sure of it. Here 3'ou .\re sure. 
 
No. 1320. 
 
 Men Sometimes Wonder 
 
 why they don't look 
 as well as their friends. Their clothes 
 cost all they can pay. and yet Jones, 
 who hasn't any more money, looks bet- 
 ter than they. 'Tisn't because Jones is 
 better looking — not a bit of it. 
 
 Ask Jones how it is. and he'll tell you 
 to change your clothier. 
 
 We sell Jones his clothes. Glad to 
 see you any time. 
 
No. 1360. 
 
 The Boy Looks Well 
 
 who buys his clothes 
 of us. Come in and see our assortment 
 of first-class suits for boys. Our cloth- 
 ing cannot be duplicated in the city for 
 the same money. 
 
 You'll be sure to be pleased, and we 
 know you will come again. 
 
No. 1363. 
 
 
 Perhaps One Woman In A flillion 
 
 would tolerate a bad- 
 ly dressed man. Some men squander a 
 lot of money on their clothes and still 
 are guys. 
 
 That's unnecessary. More than that, 
 it's a waste of money. We will fit you 
 out with a suit for any occasion, and 
 when we say "fit you," we mean it. at 
 prices that will astonish and please you. 
 
No. 1364. 
 
 Are You In The Least Bashful ? 
 
 And have you ever considered how 
 much clothing has to do with a man's 
 opinion of himself? 
 
 Come in and let us fit you out with a 
 suit. You will see that it looks all right. 
 You will fit into each article comforta- 
 bly. Then you'll forget about your- 
 self. 
 
 You'll not be afraid when you see 
 people looking at you that there's some- 
 thing wrong. 
 
No. 1365. 
 
 We Guarantee Satisfaction. 
 
 If you are not perfectly satisfied with 
 any goods bought here, if you are not 
 perfectly satisfied with the make, fit and 
 style of any clothes we make for you, 
 w^e want you to come and tell us. We 
 consider a pleased patron our best ad- 
 vertisement. If we please him. he will 
 tell his friends, and they will tell their 
 friends. 
 
 Our stock of clothes comprises the 
 freshest and newest weaves. 
 
No. 1366. 
 
 
 Dress For The Occasion 
 
 then give vour ap- 
 pearance no further thought. That was 
 the great Chesterfield's rule, and it's 
 good to-day. 
 
 We can clothe a man in correct style 
 in the shortest possible time, and at the 
 least possible cost. 
 
 We will solve for you the problem of 
 how to be always well dressed. 
 
No. 1368. 
 
 Good Clothes 
 
 clothes that are styl- 
 ish — clothes that'll wear — clothes that'll 
 fit properly — are the kind we sell. We 
 know our prices on qualities equal to 
 the next man's are lower than his, be- 
 cause no one could buy more carefully 
 than we, and no one could put on small- 
 er profits or have smaller expenses. 
 
No. 1369. 
 
 Consider The Time 
 
 and the place and put 
 on what is appropriate. That is the se- 
 cret of dressing well. 
 
 We supply the best made clothing in 
 the market for all occasions. Don't sup- 
 pose for a minute that we allow a cus- 
 tomer to leave our door looking in the 
 least item other than correct. 
 
No. 1370. 
 
 From any Point of View 
 
 you will find our 
 clothing the best that can be bought in 
 this city. You won't get better goods, 
 better fit or better prices than we will 
 give you. Come in and look at our 
 stock, and see if we are not right. You 
 won't have to buy. 
 
No. 1373- 
 
 Every flan Needs Clothes. 
 
 It is an easy matter to capture a prize 
 any day in this clothing store by plank- 
 ing down the necessary number of dol- 
 lars to take away a bargain. This is 
 more than usually so at this time. In- 
 stead of "Dog Days" these twenty-four 
 hours should be called "bargain days." 
 
 Here are some: 
 
No. 1374- 
 
 
 ,5^>^ -"".Mni 
 
 A Suit Which Will Wear Well 
 
 and look well is made 
 of good material. That is the basis of 
 everything. Next comes the tailor's 
 work. It doesn't require talent to pro- 
 duce a wear-well suit, but it does require 
 honesty, and honesty is here in abund- 
 ance. Every little detail has attention. 
 Every stitch is perfect. We have a large 
 stock of both foreign and domestic 
 clothes— so varied that something here 
 must please you. 
 
No. 139Q. 
 
 Our Argument Is 
 
 that it is cheaper to 
 wear well-fitting clothes, made of good 
 material, than it is to wear misfits of in- 
 ferior goods. 
 
 The other side of the story is: There's 
 rtiore money in selling good well-made 
 clothing than to deal in what we do no^ 
 guarantee. 
 
No. 1421. 
 
 We Want to Excel 
 
 in our business of 
 selling merchant clothes, we have an 
 ambition to excel. It is a selfish ambi- 
 tion, perhaps, because the more clothes 
 we sell the more money we make. 
 
 But we can't excel unless you are 
 satisfied. We can't satisfy unless the 
 garments we sell are honest, depend- 
 able, stylish. And we've got to keep 
 prices down, too, if we want to succeed 
 in excelling. It .is this ambition that 
 prompts us to follow this system. It is 
 this system that makes the following 
 prices possible: 
 
 (Give prices here.) 
 
No. 1422. 
 
 Examine them Carefully. 
 
 Look them all over. Test every part 
 which could possibly be slighted. If 
 everything isn't just as we said it would 
 be — if you have the slightest fault to 
 find, please come and tell us. 
 
 We will make it right. A satisfied 
 customer means a great deal to us. 
 
A Satisfactory Reflection. 
 
 The man who trades here is perfectly 
 satisfied with himself. He always looks 
 well, his clothes always wear well, and 
 they are not costly. His coat fits, his 
 trousers fit. They are carefully made 
 and carefully finished. Each little de- 
 tail has attention. 
 
 Let us talk to you about the new suit. 
 
No. I 
 
 440. 
 
 You Aren't Ready 
 
 for Summer outing 
 and vacations unless you are equipped 
 with the proper clothing. 
 
 Clothes for the seashore and the 
 mountain, clothes for the bicyclist and 
 the golfer, clothes for all sorts of rec- 
 reations and sports we have in abund- 
 ance. 
 
 Choice is easy— all the leading makes 
 and styles to select from. 
 
 Prices, as usual, verv low. 
 
No. 1451. 
 
 Boys' Clothing 
 
 has a great deal of at- 
 tention here. If you have a lot of play- 
 ful youngsters, wearing things out as 
 fast as they touch them, bring them in 
 here. We will clothe them durably and 
 handsomely for very little money, in all- 
 wool suits that will last, that Avill stand 
 rough wear and yet look well. 
 
No. 1515- 
 
 li^U 
 
 One Friend Tells Another, 
 
 and so the good news 
 spreads. Merit always comes to the top. 
 no matter what is over it. It didn't take 
 these clothes of ours long to get ac- 
 quainted. Our people are quick to rec- 
 ognize stvle. quality and low prices, and 
 thev have gone like wildfire. There are 
 some left, of course— enough for you 
 and vour friend. We'll expect you in to- 
 morrow. Best values, best style, best 
 prices is our standard, and we stick to 
 
No. 1516. 
 
 Vacation Time. 
 
 That's the time when the clothes are 
 brushed thoroughly — when you sudden- 
 ly discover that the suit really looks 
 shabby. What satisfaction it is to a 
 man to step out of a bran new suit — cor- 
 rect in make, fit and style, made of 
 good, honest material. A suit that will 
 last and look well. 
 
 That's the kind we sell. 
 
No. 1517. 
 
 «*Some People Look Well 
 
 no matter what thev 
 wear." You have heard that remark, 
 haven't you? If you note closely, you'll 
 find that the person spoken of is always 
 an excellent dresser. Not in expensive 
 clothes, but well made, of stylish, dura- 
 ble material. It isn't necessary to spend 
 a great deal of money to be well dressed. 
 The values in this store ably prove the 
 truth of that remark. 
 
No. 1518. 
 
 Outing: Clothes 
 
 have their inning 
 now — you must wear them, even if you 
 stay horn all Summer. 
 
 Ours are cool and easy, in the latest 
 styles and the most durable fabrics. The 
 prices are extremely low. 
 
 Come in and see them. 
 
No. 1519. 
 
 Clothing Prices Down. 
 
 We have reduced the prices on the 
 whole of our elegant stock of men's and 
 boys' clothing to the lowest possible 
 notch. 
 
 The season grows short and the 
 goods must go. 
 
 Now is the time to secure a stylish^ 
 well-made, serviceable suit at a far low- 
 er price than such sterling values ever 
 sold for before. Here are a few exam- 
 ples: 
 
No. 1520. 
 
 Warranted Unshrinkable 
 
 and iinfadeable — no 
 matter how severe the test— are our 
 fine suits. 
 
 They are extremely handsome, the top 
 notch of style, and very moderate m 
 price. Be in style— especially when it 
 costs so little. 
 
No. 1552. 
 
 Ready To Oo ? 
 
 Before you start on your vacation 
 trip, search out the weak points in your 
 wardrobe and come to us with your 
 wants. 
 
 We're prepared to fit you out for 
 every conceivable recreation and sport, 
 and we're also prepared, as usual, lO 
 save money for you. 
 
No. 1553. 
 
 It's High Time 
 
 you bought that 
 Spring suit — warm weather will soon be 
 here. 
 
 The time is ripe and the place and 
 suits are ready. 
 
 Never before have we been able to of- 
 fer you such stylish, well-made, thor- 
 oughly dependable clothing at such re- 
 markably low prices as these: 
 
No. 1554- 
 
 All Sorts And Sizes 
 
 of people, young, old. 
 slim, stout, short, tall, rich, poor, criti- 
 cal or easily suited will find just what 
 they want and ought to have in our big 
 clothing stock. 
 
 No matter which class you belong to 
 here are some special offerings thyt 
 can't fail to interest you: 
 
No. 2500. 
 
 The Good News 
 
 spreads. One friend 
 tells another, and we have one more 
 customer. We don't believe there is a 
 clothing firm anywhere which selects its 
 stock with more care than we do, or 
 which sells good, honest, well-made 
 stylish suits for as small prices. Our 
 words are ably backed by the offers we 
 make. 
 
No. 2501 
 
 Our Summer Clothing 
 
 will stand the rough 
 usage of seashore or mountain without 
 deterioration. We have the very latest 
 styles in cut and fabric at remarkably 
 low prices. It doesn't cost a cent to 
 come in and look through our line. 
 
No. 2502. 
 
 It is Bad Economy 
 
 to wear a winter suit 
 in summer. It hampers a man physi- 
 cally, mentally, socially, and in a 
 business way. Some people are always 
 a season behind in the matter of cloth- 
 ing. 
 
 There is no excuse for this with sum- 
 mer clothing at the prices at which 
 we are closing out. 
 
No. 2504. 
 
 A Few Dollars 
 
 will enable you to 
 dress as well as any man. Our ready 
 made clothing is very bit as good, 
 strong and stylish as tailor-made cloth- 
 ing that costs six times as much. It 
 wears well and keeps its shape. We will 
 guarantee to keep you well dressed for 
 compafatively few dollars a year, and 
 it will pay you as well as us. It will 
 pay you immensely just now. 
 
No. 2505. 
 
 Children haven't any Respect 
 
 for clothes. They'll 
 slide down a splintery board in their 
 best trousers with an innocent calmness 
 that makes their mothers' hair slowly 
 rise. , 
 
 Now we don't pretend to sell boys 
 clothing that will withstand the persua- 
 sive power of nails when the two come 
 together, but we do sell the stoutest, 
 strongest and best stuff we can find. We 
 know just about what boys need— got 
 some ourselves— and for a little money 
 we think we can fit your boy out in a 
 suit that will last. Just now we have 
 some great bargains. 
 
No. 2506. 
 
 Never Touched It. 
 
 You could hardly expect to get a suit 
 of clothes for a dollar. Or you might 
 get one. but if you did. it would fall to 
 pieces should you look at it. For all 
 that we sell stylish, durable clothing 
 very close to cost— closer than you 
 think possible. A good example of this 
 is our new stock, in its best bib and 
 tucker, waiting to be inspected. 
 
No. 2507. 
 
 This is Good 
 
 for us. A healthy boy, 
 with mind full of business, a vacation 
 and a scraggly branch, make an excel- 
 lent stimulus for business. We want to 
 cloth your school boys. We want them 
 to get on the inside of a stylish, service- 
 able, stoutly-made suit of clothes— just 
 the thing for school— good enough to 
 be worn anywhere. We've made spe- 
 cial preparations for your boys. Values 
 like these won't be ofifered again. 
 
No. 2508. 
 
 All Ready for School — 
 
 ready for play — ready 
 for visiting — ready for anything. Each 
 year we make a special effort for moth- 
 ers of school boys. We try first to get 
 material that will wear well. Then we 
 see that it is made up stylishly, with 
 good stout stitches in every seam. We 
 don't care where you go, you'll not find 
 suits more serviceable for the same 
 money. 
 
No. 2509. 
 
 Rightly=Made Clothing 
 
 means a great deal — 
 more, perhaps, than you think. Every- 
 body admires a nicely-dressed, stylish 
 man. You do, we do. Few stop to 
 think why he seems nicely dressed. 
 Few know that it is because his cloth- 
 ing is rightly made. A rightly made 
 ready-to-wear suit will fit just as well, 
 look just as well and wear just as well 
 and wear sometimes better than a tail- 
 or-made. You can't tell the difference 
 between a tailor-made suit and a 
 RIGHTLY-MADE ready-to-wear. 
 We sell rightly made clothing. 
 
No. 2510. 
 
 Your Boy Knows 
 
 where he can get the 
 best suit in town, and that ours are bet- 
 ter than the average. It is different m 
 the cutting, in the making, in the trim- 
 mings and in the general style. Made 
 to fit by men tailors, with as much care 
 as the most expensive men's clothing. 
 Costs no more than the other kind. 
 
No. 2512. 
 
 '^m'''" 
 ^^%il^^' 
 
 Spring School Suits. 
 
 The kind of clothes you want for your 
 boy are here in abundance. 
 
 They look well— stylish and aristo- 
 cratic enough to suit the proudest 
 mother. 
 
 They'll wear well. too. They're made 
 to stand rough usage and hard knocks 
 — they're put together to stay. 
 
 The prices are like all our prices— 
 extremely moderate. 
 
No. 2513. 
 
 Asking Papa 
 
 to buy their clothes 
 of us is about the most profitable thing 
 the boys can do. 
 
 If their clothes come from us they 
 will have that perfect fit and natty ap- 
 pearance all boys take such pride in. 
 
 The parents will be pleased, too. for 
 they will be proud of the boys, and 
 know that they have saved money by 
 coming here. 
 
 We want all the boys to bring their 
 parents here. 
 
No. 2514. 
 
 Spring Overcoats. 
 
 No spring overcoat is just about as 
 bad as no overcoat at all. The Winter 
 overcoat is too heavy — no overcoat is 
 too light. 
 
 There's no excuse for going without a 
 Spring overcoat when we are offering 
 such exceptional bargains as this: 
 
XO. 2^1 T. 
 
 The Road to Prosperity 
 
 starts in a clothing 
 store. A suit of good clothes is a let- 
 ter of credit into any society. We sup- 
 ply good clothing at reasonable prices. 
 We don't expect you to buy here until 
 you have fully satisfied yourself that this 
 is so. and that no one else can do bet- 
 ter for you. In the meantime, our new 
 fall stock of overcoats and suits is here. 
 We don't know how long it will stay, 
 and advise vou to hurrv. 
 
No. 2Si6. 
 
 It Brings the flercury Up 
 
 several degrees 
 
 this overcoat of ours. For good 
 
 solid* warmth and satisfaction there's 
 nothing like it. It combines style, com- 
 fort and health in a very economical 
 
 manner. The price $ wouldn't buy 
 
 the same coat any other place. Cut 
 this ad out and bring it to the store, and 
 see if it doesn't match the goods. 
 
No. J517. 
 
 Stylish and Serviceable 
 
 clothing for the Httle 
 fellows is a prominent feature of our 
 stock. 
 
 It's just as worthy and just as care- 
 fully selected as our men's clothing, and 
 it's well made and durable, too. 
 
 Bring the boy here. 
 
No. 2518. 
 
 The Needs of the Boy 
 
 have received our 
 careful attention— we have a stock that 
 will please both the parent and the boy. 
 
 Natty and stylish enough to catch 
 any boy's eye, and serviceable and low 
 enough in price to delight any econom- 
 ical parent. 
 
 Here are some rare values at low 
 prices: 
 
No. 2520. 
 
 Built to Wear. 
 
 Our boys' clothing is made to stand 
 the strain — to undergo all sorts of hard 
 knocks. 
 
 It is handsome, too. and in the height 
 of style. 
 
 Bring the boy in and let him select 
 his own suit. He can't make a mis- 
 take, and the price won't disturb you 
 any. 
 
N( 
 
 J521. 
 
 New Overcoats Cover 
 
 a multitude of shabby 
 suits. Many clothes are good enough to 
 work in, but not quite spruce enough 
 for street wear. An overcoat such as 
 
 we are selling for $ will add a look 
 
 of style and elegance beyond criticism — 
 it's a coat that will please both the eye 
 and the pocket book. It is made nicely 
 
 of . seams, botton holes — all the 
 
 little places that might be slighted are 
 not. We're very proud of this coat. 
 
No. 
 
 i22. 
 
 ♦•A Perfect Little Gentleman" 
 
 The well dressed boy is usually a 
 manly little fellow. Shabby clothing 
 has kept many a boy from doing an un- 
 called for act of politeness. The boy 
 with shabby clothes doesn't wish to call 
 attention to them. Boys have feelings, 
 you know; they care as much as you do, 
 although they don't show it. 
 
 Now we have suits enough here to 
 
 perfectly clothe every boy in . 
 
 They will not wear shabby — they'll look 
 well until the end — and they will resist 
 the efforts of the most vigorous boys. 
 The prices are: 
 
No. 2323. 
 
 Dressing Well 
 
 IS a science — it requires 
 lots of study and thought. It requires 
 a little time and trouble — looking 
 about — finding the store which offered 
 the best values. 
 
 Don't you know some man who al- 
 ways looks particularly well? Why do 
 you suppose it is? It is because he un- 
 derstands the art of dressing — because 
 he appreciates a good clothing store, 
 and buys here year after vear. We have 
 spent lots of time, money and brains 
 in making this store what it is. but we 
 have never had cause to regret it. 
 
No. 2524. 
 
 A Good Business Suit 
 
 should be made of 
 good quality of goods. All wool is nec- 
 essary — it keep its color and doesn't 
 show soil so soon. Our business suit 
 all made of the best material the market 
 affords and our prices are equally as at- 
 tractive. 
 
No. 2525. 
 
 
 Don't Waste Your Time 
 
 idly regretting your 
 appearance, but come to us and see 
 what we can do for you in the way of 
 clothing. We'll give you the full value 
 of your money and we will lit you as 
 well as any tailor. 
 
No. 2526. 
 
 Coat Time's Here 
 
 — a coat now is lots 
 more inexpensive than a cold, especially 
 if you get it — the coat— here. Heavy 
 underwear won't replace it. Besides, 
 every man who can afford it. wears a 
 fall coat, and every man can afford 
 
 it while we sell for $ — ■ — . 
 
 Come and try one on. That brings 
 no obligation to buy. The coats will 
 sell readily enough. 
 
No. 2527. 
 
 The Correct Style 
 
 is the only kind we 
 put into our suits. If you haven't se- 
 lected your suit for this season yet, 
 come to us. We can suit you. We can 
 suit the most particular man. We only 
 sell particular goods. The prices arc 
 reasonable. 
 
No. 2528. 
 
 Satisfied Customers 
 
 are our best adver- 
 tisements. Therefore, if for no other 
 reasons, we should still try to give the 
 perfect satisfaction which we do. W>? 
 try to make every man so happy that he 
 will immediately tell all his friends of us. 
 We do this by selling the best cloth- 
 ing ever made on this earth at prices 
 which are honest. You can't get bet- 
 ter clothing at better prices. We don't 
 mind proving this statement at any time. 
 
No. 2529. 
 
 -^^r^TnT"" 
 
 stacks of Good Clothes 
 
 still remains to be 
 disDOsed of before Spring opens. 
 
 The opportunities for money saving- 
 are greater than ever before. We can 
 sell you a suit that will wear the rest of 
 this Winter and all of next at a price so 
 small that you'll get the full worth of 
 your money this season — next Winter's 
 wear will be all clear profit to you. 
 
No. 2530. 
 
 New Clothing 
 
 goes a long way to- 
 ward making a man happy. Fortunately 
 this is a happiness that almost every one 
 can indulge in. Clothing used to cost 
 a great deal— but it doesn't now. For 
 just how little money a good suit may 
 be bought, you'll never know till you 
 come here. 
 
No. 2531. 
 
 A Well Dressed Man 
 
 with well dressed chil- 
 dren is a pleasant sight. The man who 
 dresses well regardless of any obstacle 
 has learned one secret of success. He 
 has learned that money invested in 
 clothing is well invested. He has learned 
 that it pays. 
 
 j\Ien who buy here have also learned 
 one secret of success — they have learned 
 that they will get more for their money. 
 You want style, fit, wear and warmth 
 in an overcoat — why pay more than $ — 
 ^or it, when you can get it for that. 
 
No. 2532. 
 
 For a Good Boy 
 
 A good suit of clothes. A sensible 
 Christmas present for a sensible little 
 man. Not toys, but useful and substan- 
 tial things for self-respecting little men. 
 
 Good— stylish— "stand the racket" 
 clothing and wearables of all kinds, to 
 snow-ball and skate and coast in. Prices 
 below zero. 
 
No. 2533. 
 
 kw''"?<. 
 
 
 fr^ 
 
 -''^^,- 
 
 yA 
 
 A rian is Often Admired 
 
 for his good looks 
 when it is to his clothing the credit is 
 due. It is possible for every man to 
 buy this admiration, and who doesn't 
 like to be admired? The fit and make 
 of a coat or pair of trousers has every- 
 thing to do with his appearance. If you 
 want style, finish, elegance and econ- 
 omy in your clothes, we'll give it to 
 you. Whv pay more when you can get 
 it for ^? 
 
No. 2535. 
 
 Winter Weather 
 
 is fast approaching, 
 and you haven't bought your heavy 
 overcoat yet. It is about time you 
 thought of it. We want you to get it 
 here, because we feel sure that we can 
 give you what you want as to price and 
 qualitv. We can't insist upon your 
 buying here. We only want you to 
 compare our gods and prices with other 
 places. We wont have any trouble in 
 getting you for a customer. 
 
No. 2536. 
 
 Talk it Over 
 
 with your friends — 
 ask them if the well-dressed man isn't 
 always accorded the best treatment — ask 
 them if it doesn't pay in the long run 
 to get good clothing. By "good" cloth- 
 ing, we mean clothing which is meant 
 for gentlemen — goods which are dura- 
 ble, workmanship which is perfect, style 
 irreproachable, price reasonable. We 
 sell "good" clothing. Come and see. 
 
No. 2537. 
 
 Women Are 
 
 most critical observ- 
 ers of the slightest incongruity in your 
 clothing. An ill-fitting trouser. a bad 
 collar or wrinkles in your coat is sure 
 to win her disapproval. 
 
 Buy well-made, well-fitting clothing, 
 and you can be sure to be in demand. 
 
 We are the most reliable clothing 
 
 house in , and for prices are 
 
 unrivaled. 
 
No. 2538. 
 
 
 Your Clothing Must Fit 
 
 if you hope to make 
 your way in the world. Nothing ele- 
 vates a man so much in the world's 
 opinion as good clothes. A man shab- 
 bily dressed always finds it hard to se- 
 cure a position. Nobody wants him. 
 Nobody likes him. Of course it is nqt 
 your fault. Perhaps you don't know 
 how reasonable we are selling our 
 clothing. We are willing that you 
 should know, and we are just as willing 
 to show what we have in stock. Look 
 us up at once. 
 
No. 2539. 
 
 There I*n't a 
 
 man alive to-day who 
 doesn't feel a respect for good clothes. 
 He may deny it, but so it is, and every 
 man is on the look-out for the best and 
 cheapest place he can find. 
 
 Ready-made clothing has reached 
 such a standard of perfection that most 
 men would rather go on and be able to 
 carry his suit away at once with him 
 rather than to wait for a tailor to make 
 it. He has the satisfaction to know 
 they fit him. and he doesn't need to pay 
 for a tailor's experiment. 
 
No. 2540. 
 
 Why Does A flan 
 
 make such a fuss 
 about his clothes? Because he has to 
 live in them all day long. Nothing is so 
 irritating as a sleeve that fits too tight 
 around the arm-hole, or what looks 
 worse than a sleeve whose wrist is con- 
 tinually trying to hob-nob with the el- 
 bow. 
 
 It means carelessness in cutting, inat- 
 tention to details. 
 
 Our greatest effort is to sell clothing 
 that gives perfect satisfaction. We want 
 our customers to come back to us. 
 
 The garments w-e sell must fit or they 
 don't leave our store. 
 
No. 2541. 
 
 You May Have Heard 
 
 such expressions as 
 "The coat seems to be all right, only the 
 collar don't seem to fit" — or "I think 
 the back wrinkles a little bit." 
 
 There is where the average clothier 
 "falls down." He doesn't try to avoid 
 the little wrinkles in his clothing, he is 
 neglectful of details. 
 
 When we sell you a suit of clothes we 
 want your friends to be able to say: 
 ''Whose your clothier?" 
 
No. 2542. 
 
 It's a Pleasure 
 
 to show to your 
 friends the clothes you buy from us— 
 they are so stylish. And the style stays 
 in them because the cloths used are 
 first-rate, the linings are good and the 
 making the best that skillful hands> can 
 do. Prices are all right every time. 
 
No. 2543. 
 
 Take Your Choice 
 
 of clothing from a 
 practically unlimited stock. It is unlim- 
 ited because we have everything in the 
 way of clothing that you want. Spring 
 overcoats, medium weight suits, od<l 
 trousers, everything seasonable and 
 everything fashionable. 
 
No 2544. 
 
 An Advance Crop 
 
 of early Spring styles 
 in swell clothing is ready here for your 
 harvesting. The cloths have been chos- 
 en with an eye to beauty of pattern and 
 quality of wear. They are made up as 
 well as cloth can be. You couldn't get 
 a better making if you were to pay twice 
 as much. 
 
No. 2545. 
 
 What A Satisfaction It Is 
 
 to dress when every 
 garment one puts on fits well! How 
 easy one's work is for the day when the 
 business suit doesn't speak of hard 
 times and retrenchment by way of 
 wearing shoddy clothing! If you must 
 economize, come and see us. and we'll 
 show you how it's done. 
 
No. 2546. 
 
 Clothes for Youths and for Boys. 
 
 We believe in teaching the young 
 gentlemen and little men of this place 
 what good clothes, stylish clothes, well- 
 made clothes are. We believe in teach- 
 ing them by practical demonstrations. 
 
 We will take your little man and fit 
 him out twice as handsomely as he can 
 be fitted anywhere else for the same 
 amount of money that you will pay here. 
 
Xo. 2547. 
 
 The Best Dressed Hen 
 
 are not ahvavs the 
 oiies who pay the most for their clothes. 
 Our clothing has the knack of giving 
 satisfaction. We believe in giving ): 
 customer what he wants. We would 
 like to show you how easy it is to '^uit 
 a man. 
 
No. 2548. 
 
 All The People 
 
 can be suited some of 
 the time and some of the people all of 
 the time. When it comes to clothing, 
 we can suit all the people all the time. 
 We guarantee to fit your purse and 
 your person. We guarantee perfect sa^- 
 isfaction in every way. All the very lat- 
 est Spring fashions — make and material. 
 
No. 2549. 
 
 The Easter Promenade 
 
 would be a dull affair 
 if It were not for the well dressed man. 
 Do not delay the purchase of your Ea.- 
 ter clothing. We want you to call and 
 examine our clothing for Easter morn- 
 ing—handsome frock coats, graceful 
 cutaway coats and neat trousers. 
 
 For Easter Monday and other days 
 we can furnish you with suits that will 
 wear as well as any you have ever pur- 
 chased — possibly better. 
 
No. 2550. 
 
 When You Travel, 
 
 you require clothing 
 that will stand rough wear and not show 
 the dust. Hpw would you like a perfect 
 fitting sack suit in gray mixture that will 
 look well and last until you grow tired 
 of it? It is the best value we have shown 
 this season. 
 
No. 2551. 
 
 Some Dealers Will Advertise 
 
 a "markdown sale, 
 because the Easter rush is over," but 
 our prices will remain the same. Our 
 clothmg is worth every penny that we 
 charge for it. We depend more upon 
 good fit and honest value than we do 
 upon startling announcements. 
 
No. 2552. 
 
 When You Buy Clothing 
 
 select a store where 
 there is a large variety to choose from. 
 All men do not have the same tastes, 10 
 matter what Dame Fashion may insist 
 upon. Our stock is complete in every 
 detail. We can satisfy the most critical 
 man. 
 
No. 2553. 
 
 Doii*t Make Guys Of Your Boys. 
 
 It costs as much money to dress them 
 in ill-fitting clothes made of inferior 
 goods as it does to have first-class tail- 
 ored suits — that is, if you know whce 
 to buy. 
 
 Come in and talk the matter over 
 with us. Our goods are equal to the 
 uest, and cheaper than the cheapest. 
 
No. 2554. 
 
 A flan will 
 
 overlook a great deal 
 if his clothing fits him perfectly. A man 
 need overlook nothing if he buys his 
 clothing here. There is absolutely no 
 fault to be found with any detail of the 
 material, make or trimmings, and if a 
 particular suit does not fit just as you 
 want it to fit, we will make it do so in 
 the shortest possible time. Prices right. 
 
No. 2555. 
 
 Standard Clothing 
 
 brings standard prices, 
 and to pay less than we are asking is to 
 get less value. A careless man thinks 
 only of the appearance of a suit of 
 clothes the day it is bought, while sen- 
 sible men take an interest in the way 
 the clothing bought to-day will look six 
 months from now. 
 
No. 2556. 
 
 cof fRi&Hi tn 
 
 Talk Is Cheap, 
 
 but not in the lan- 
 guage that our clothing speaks. Each 
 suit that we sell a man is the strongest 
 sort of argument in its favor, and those 
 who wear our clothes are backing up 
 these arguments every day. That's the 
 kind of talk that's never cheap. 
 
No. 2557. 
 
 'COPTHI6 
 
 For Formal Occasions 
 
 our ultra-fashionable 
 frock coat and vest with striped trous- 
 ers would be quite the proper thin^. 
 Costs fully half as much as you would 
 have to pay a fashionable tailor, and is 
 just the same in every other way. Fault- 
 less fit guaranteed. 
 
No. 2558. 
 
 Lower Prices For Outing Suits 
 
 simply because we can 
 afford to buy in larger cjuantities than 
 other dealers, and we are satisfied to 
 give our customers the benefit of the 
 shaded prices in some cases and addi- 
 tional value in others. Quality and mak- 
 ing guaranteed and fit assured. 
 
No. 2559. 
 
 A rian of 
 
 Distinguished Appearance 
 
 probably never knows 
 how much of his elegance is due to his 
 clothes. A man of this type most usu- 
 ally dresses well all the time. 
 
 You may see men of this type contin- 
 ually leaving our doors. We are well 
 advertised bv our customers. 
 
No. 2560. 
 
 Ccfryp,c»r./sy ^ 
 
 Higher Temperature 
 
 And Lower Prices 
 
 for seasonable cloth- 
 ing that may be worn upon any occasion 
 during the Summer months. A special 
 line of high-class serge suits just put on 
 sale are bound to strike the fancy of the 
 critical man. and the price will appeal 
 to the thrifty. 
 
No. 2561. 
 
 Have You Seen It? 
 
 We want you to examine our new 
 bicycle clothing. It is as near to per- 
 fection as anything yo will ever see. 
 Every point of the wheelman's comfort 
 has been considered, and we honestly 
 believe we have produced the ideal cy- 
 cling suit at last. 
 
!=;62. 
 
 The Right View 
 
 to take of the cloth- 
 ing question is not how much it costs, 
 but how long it will wear. We sell you 
 a suit good for two seasons, at the price 
 of single season clothing. That give.^ 
 you double value — that entitles us to 
 your trade. You are protected by our 
 guarantee and you run no risks. 
 
No. 2563. 
 
 'Just As Good As Tailor Made,' 
 
 is what you hear from 
 satisfied fathers and mothers, who come 
 to us to have their boys properly 
 clothed. The making is more than half 
 the value of suits subjected to rougli 
 usage. The first purchase here con- 
 vinces the customer of the sense of this. 
 
No. 2564. 
 
 Style And Comfort 
 
 ^. are combined in the 
 
 Summer suits that we are selling. We 
 are sellmg the balance of our stock at a 
 ery reasonable price, as we do not care 
 to carry our goods over. A suit of 
 clothes purchased here is a guarantee 
 perfect fit and finish. 
 
No. 2565. 
 
 Don't Forget 
 
 that children need as 
 many changes as grown folks. We have 
 a select stock of boy's clothing. It is 
 well made, and as much care is taken in 
 the fit and finish, as is taken in our 
 men's clothing. Price, of course, is an 
 essential point, but you needn't worry 
 about you that. We can satisfy you. 
 
No. 2566. 
 
 Light Weight 
 
 yet durable clothing 
 is what you want for this time of the 
 year. Have you seen any of our light 
 weight cloths this year? We have quite 
 a variety. A suit of this cloth will not 
 cost you very much. The low price 
 does not affect our method of fitting and 
 finishing. 
 
No. 2567. 
 
 coP-(Richt '99 
 
 Style And Comfort 
 
 is the combination 
 you want in mid-summer clothing. That 
 is what we can give you, and at prices 
 that are within your reach. Every suit 
 .that leaves our store is a guarantee for 
 fit, finish and quality. Isn't that what 
 you want? 
 
No. 2568. 
 
 Keep Your Boys Well Dressed. 
 
 It will teach them to be "little men" — 
 it will give them a start in the world. 
 The man who is successful in this w^orld 
 is the man who wears good clothes. 
 ■"Little men's" clothes at little prices. 
 
No. 2569. 
 
 Don't Worry About Your Clothes. 
 
 Let us do it for you. We can give 
 you a ready made suit that will fit you 
 perfectlv. and wear as long as any made- 
 lo-measure suit at less than you pay 
 elsewhere. If you are looking for satis- 
 faction in clothing, you can get it here. 
 
No. -\=;7o. 
 
 Your Bicycle Suit Needs Help ; 
 
 needs another one to 
 lengthen its life. Why not get one now 
 from us. while we are selling them so 
 very low in order to make room for fall 
 goods. 
 
No. 2571. 
 
 The Patterns in Our Fall Suits 
 
 make our stock the 
 most stylish to be seen in this place. The 
 desirable suit is the rule here — not the 
 exception. Reasonable prices is an- 
 other rule. 
 
No. 2572. 
 
 Make the Boy Happy 
 
 by fitting him with a 
 natty suit of clothes. Make him proud 
 of himself. Self-respect will have a 
 great deal to do with his future success. 
 
No. 2573. 
 
 Overcoat Time; Overcoat Talk. 
 
 When you buy an overcoat you want 
 it to come up to several preconceived 
 ideas of what an overcoat should be. 
 Above all things it should be dressy; the 
 cloth must be good, all wool, fast color; 
 the finish careful, to say the least; the 
 fit perfect; the price, moderate. We have 
 an overcoat for you that will meet all 
 these requirements. 
 
No. 2574- 
 
 tOPT R I 6 K^l M^ 
 
 New Clothes Lend a New Interest 
 
 to life. A good suit 
 of clothes will make a boy feel like a lit- 
 tle gentleman. If will make him act 
 like one. Mothers will find polite at- 
 tention here, low prices, and the best 
 of clothes for the little man. 
 
No. 2575. 
 
 r^t^^rr. !«• 
 
 Overcoat Time. 
 
 The seasons certainly do fly around; 
 yet we keep a little ahead of them in our 
 buying and with them in our selling. 
 Ready to talk fall overcoats now; good 
 ones. 
 
No. 2576. 
 
 Taking Care Of The Little Han 
 
 is just as important 
 to us as providing for the full-grown 
 man. Mothers are hard to please, and 
 we don't blame them. Each child must 
 be studied, so that we may see what will 
 suit him best. When all these details 
 have been attended to. mother pleased, 
 and child suited, then we can suit the 
 little man with as good a suit of clothes 
 as was ever put on a boy's back, and iit 
 him too, at a moderate price. 
 
No. 2577. 
 
 No Trouble Suiting Any Man. 
 
 We can fit any man who comes into 
 our store. We can fit him perfectly with 
 a better suit than he ever got before for 
 the same amount of money. We can 
 prove this statement. 
 
No. 2578. 
 
 Easy in the Arms. 
 
 A great many overcoats that look well 
 and fit well at first soon bind yon under 
 the arms until they torture. Such econ- 
 omy in making does not pay. We see 
 that all the cloth necessary to make a 
 good comfortable fit is put into our 
 overcoats and suits. We see that the 
 style is the latest, that the material is 
 the best that can be used in a garment 
 of that price, and that the price itself is 
 reasonable. 
 
No. 2579. 
 
 ,l=>Y-Ri&M-r 
 
 Ready For You. 
 
 Fall stock all in. Best line of styles 
 and patterns we ever had under this 
 roof. Prices just as reasonable as those 
 which have always made this store re- 
 markable. 
 
 Honest wool — honest making — stylish 
 cutting — durable trimming — right prices. 
 
 Fall overcoats at 
 
 Suits at 
 
No. 2580. 
 
 Overcoat Sense. 
 
 A Fall-weight overcoat is an absolute 
 necessity if a man wants to look well 
 and keep well. "Old Pneumonia" just 
 lies around looking for the man without 
 an overcoat. You'll find it's a good deal 
 cheaper to own an overcoat than to be 
 sick. An overcoat costs less than a 
 funeral. 
 
 We have sold a lot of coats this Fall, 
 but we still have a good assortment. 
 $10 to $18 will buy a first rate one. 
 
No. 2581. 
 
 M^ 
 
 ^^S 
 
 l^^g^y^ii 
 
 i^^^Bli^l 
 
 The Man Is Not In It 
 
 who attempts to go 
 through life without good clothes will 
 certainly find himself not "in it" on 
 many occasions. It's the worst sort of 
 false economy to do without good 
 clothes. 
 
 If you want to fully realize this, come 
 and see our wonderful Fall stock and 
 see just how much good material, style 
 and fit you can get for $10, $12, $15 and 
 $18. 
 
No. 2583. 
 
 Waiting for You. 
 
 The Winter suit that will look well 
 wear well and cost little is ready for 
 you here. It wasn't made for you, but 
 if it doesn't fit we'll alter it until it 
 does, and that's just what the tailor 
 does. You don't have to pay a tailor's 
 price, though, and you don't have to 
 wait until the tailor gets around to serve 
 you. The latest styles and the correct 
 fabrics are here to choose from, and 
 your choice, whatever it may be, will 
 be a wise one. 
 
No. 2584. 
 
 Within Easy Reach. 
 
 Our prices on clothing for the boys 
 make buying doubly pleasant. In fabric, 
 in pattern, in cut and in tailoring our 
 boys' suits and overcoats are the stand- 
 ard of excellence — in price they are 
 much lower than such sterling values 
 cost elsewhere. 
 
 Not only are the very latest styles here 
 — that pleases the boy — but the utmost 
 care has been taken that every inch of 
 material should be of the best and most 
 durable, and that every stitch of work 
 should be thorough and conscientious — 
 that pleases you. 
 
No. 2585. 
 
 Right in Every Particular. 
 
 The suit of clothes or overcoat you 
 buy here fits you perfectly and looks 
 well, no matter in what position you 
 stand or sit. 
 
 Our clothing is made to fit men as 
 they are, not as they might be. If it 
 doesn't fit at first, we alter it until it 
 does fit. 
 
 Everything the latest in style, of the 
 most worthy fabrics, and tailored in the 
 most perfect manner. . 
 
No. 2586. 
 
 At Fancy Dress Balls 
 
 all manner of eccen- 
 tricities of clothing are allowed. The 
 most unusual makes the greatest sensa- 
 tion. 
 
 For everyday use the correctly 
 dressed man takes the palm. We have 
 made it possible for any and every man 
 to be well dressed. Our clothing is well 
 made and our prices are easily within 
 your reach. Call and we will tell you 
 more. 
 
No. 2587. 
 
 Spring Overcoats. , 
 
 Fashion, comfort and health all de- 
 mand the Spring overcoat. 
 
 Economy demands that you buy it 
 here. 
 
 Just the right overcoat, of just the 
 right style, cut. pattern, fabric and fin- 
 ish can be bought here at considerably 
 less than other clothiers call just the 
 right price. 
 
No. 2588. 
 
 "ooP'-Ri&HT- I 69 
 
 The Best Judges 
 
 concede ours to be 
 the best clothing for the money. 
 
 Our clothing fits; if not, we alter it 
 until it does. 
 
 It is correct in style— the style of to- 
 day, not of yesterday. 
 
 It is thoroughly well made — the very 
 best of materials and the most artistic 
 tailoring. 
 
 It is economical; one price and that 
 the lowest. 
 
No. 2590. 
 
 When You're Through 
 
 with the suit of 
 clothes you buy here, the old-clothes 
 man will pay twice as much for them as 
 he would for ordinary clothes. There'll 
 be lots of wear left in them yet — their 
 remarkable durability is one of their 
 strongest points. 
 
 Very low prices is another strong 
 point, as these figures show: 
 
No. 5200. 
 
 Business Men 
 
 do not have much 
 time to devote to clothing thoughts. We 
 have just the sort of clothes to suit the 
 busy man. The cut issuch that style and 
 comfort are combined. Each suit has its 
 good points. We will guarantee a per- 
 fect fit in everv instance. 
 
No. 5201. 
 
 It is Worth a Thought 
 
 to count a clothier's 
 reputation, when you figure upon the 
 amount you wish to pay. We can con- 
 vince you that you are getting your 
 money's worth when you buy your 
 clothing here. Your sight and senses 
 will tell you that we speak the truth. 
 Let us convince you. 
 
No. 5202. 
 
 miPiCMT Iff 
 
 Extreme Facts In Clothing 
 
 are to be avoided 
 quite as much as slovenly dress. Our 
 clothing is everything that is good 
 form. We may know about the cloth- 
 ing business than you do, but we do not 
 know half as much as yourself regard- 
 ing what you want. We can help you in 
 your choice and our prices will help us 
 both. 
 
No. 5203. 
 
 Children's Fine Clothing 
 
 at a moderate price 
 has become a necessity. We have added 
 a new line to our already large stock 
 of boy's suits. These garments are fin- 
 ished in the very best manner and may 
 be depended upon for long service. 
 jNIothers and fathers will do well to look 
 over this department. 
 
carvit.«HT. ta9 
 
 A Light Weight Overcoat 
 
 is a handy garment 
 to have, even in Summer. Trips out 
 of town and chiUing night r^ns call for 
 something more comfortable than what 
 you have been wearing through a sun- 
 shiny day. It is three months ofif to 
 the real warm weather. 
 
No. 5205. 
 
 We Want Attention 
 
 for our fall suits be- 
 cause we know they deserve it — we 
 know they are absolutely the best on 
 view within one hundred miles of the 
 center of this city. The cloths are the 
 latest, the workmanship the best, the 
 finish the finest, the prices the nearest 
 right. 
 
No. 5^06. 
 
 Continued Success 
 
 is characteristic of 
 our boys' and youths' department justi- 
 fies our original belief that it would pay 
 you to give the same attention to junior 
 clothing as to men's. A visit will show 
 you the highest grade of children's per- 
 fect fitting clothing at very ordinary 
 prices. 
 
No. 5207. 
 
 Our Outing Clothing 
 
 will give you just the 
 same satisfaction as the clothes you 
 would get from exclusive tailors, which 
 would cost you twice as much. The 
 cloth from which these garments were 
 made has been selected with a view to 
 hard service, and to withstand all sorts 
 of changing weather. 
 
No. 5208. 
 
 Take a Walk 
 
 in any street, in any- 
 community, among any sort of soci- 
 ety and you will find that you are prop- 
 erly dressed in the strict sense of the 
 word, if your clothing has been bought 
 from us. Tailored in the very best man- 
 ner by experienced workmen at living 
 wages, these garments have twice the 
 solid value of similar clothing selling 
 elsewhere for the same money. 
 
No. 5209. 
 
 XpuO*- 
 
 Fashion And Grace 
 
 show in every line 
 and cnrve of all our clothing. Tailor- 
 made by men of long experience and 
 fashioned upon lines of tested excel- 
 lence, our clothing cannot be distin- 
 guished from made-to-measure gar- 
 ments costing twice as much. 
 
No. 5210. 
 
 Warmer Weather 
 
 leads to thoughts of 
 cooler clothing. We have just received 
 a lot of very swell Serge Sack Suits- 
 blue and black. Could not be duplicat- 
 ed for one-third more than we are ask- 
 ing, and for appearance, make and dur- 
 ability these nobby suits are the equal 
 of anything you have ever worn. 
 
There Is A Big Difference 
 
 between the clothing 
 you buy irom us and garments for 
 which you pay the additional price it 
 widely advertised "'bargain" sales. All 
 clothing looks more or less alike before 
 it is worn, and it is actual, honest ser- 
 vice that we have to depend upon to 
 keep your trade. 
 
No. 5212. 
 
 Some More Of 
 
 Those Bicycle 5uits 
 
 have arrived for your 
 inspection, and. if possible, these are a 
 trifle better value than anything we have 
 yet received. Splendid fitting and well 
 tailored — every bit as good as made-to- 
 measnre suits costing twice as much or 
 more. 
 
No. 5213- 
 
 II Money Saving is an Object 
 
 you will bring your 
 boy here for his next suit of clothes. 
 Do not be influenced by the fact that 
 our prices may be the same as you have 
 paid before, but wait until you see the 
 additional value in the way the clothes 
 are made and count the cost you save in 
 the many weeks of added service. 
 
No. 5214- 
 
 Take Your Time: Think It Over. 
 
 We are very busy with sending goods 
 out and receiving more. We'll be sure 
 to have a suit that will fit both your 
 figure and your purse when you cad. 
 We'll be glad to see you at your own 
 convenience. Then you'll be glad you 
 have seen us. 
 
No. 5215. 
 
 coriRUHr .,„ 
 
 ThU Is A Good Picture 
 
 of the outing suit thai 
 we have found to be a ^reat success. It 
 is popular because it has what most of 
 these suits have always lacked — style. 
 The price, too. may account for some of 
 its popularity. 
 
No. 5216. 
 
 We Are Selling 
 
 our stock of boys' 
 clothing at a nominal price. We are 
 anxious to get rid of it, as we do not 
 believe in carrying stock over. That is 
 the reason we always have such fashion- 
 able clothes. This Summer stock com- 
 prises all the good qualities of all oui 
 goods — style and durability. 
 
No. 5217. 
 
 An Air Of Confidence 
 
 is always carried by a 
 well dressed man that is absolutely in- 
 imitable. A man who has the conscious- 
 ness of wearing good clothes rises more 
 easily above his fellow men. We will 
 help you to rise in the world — we will 
 clothe you fashionably, distinctly, rea- 
 sonably. 
 
No. 5218. 
 
 What A Cool Combination! 
 
 The perfect outing dress for a man 
 is a blue or black double breasted serge 
 coat and a pair of white duck trousers. 
 Rather queer that fashion should go 
 hand in hand with economy. These 
 clothes are among the most reasonable 
 garments in our stock. 
 
No. 5219. 
 
 Boys Clothing. 
 
 Every house that deals in clothing 
 does not carry boys" clothing, because 
 they think it is too much trouble. That 
 is one of our specialties, and you can de- 
 pend upon getting what you want for 
 your boy if you come to us. We can fit 
 him perfectly and satisfy your wants .is 
 to style and quality. 
 
No. 5220. 
 
 You Can't Tell 
 
 our ready-made clothes 
 from the made-to-measure kind. That Is 
 because we have skilled workmen, use 
 only the best materials, and fit you to 
 perfection. Price is an important thing 
 and we can save you money while giv- 
 ing you the best. 
 
No. 522] 
 
 Light Weight Clothes. 
 
 Cool comfort is what men are looking 
 for this kind of weather, and what they 
 will get in a suit of our light weigtu 
 clothes. We are closing out our stock 
 of these goods while the days are yet 
 hot and vou need them. 
 
Nu. 
 
 Early Fall Clothing 
 
 is having its innings 
 no\v. Sack suits are, of course, the fa- 
 vorite, and we have backed them down 
 to the lowest possible prices. They com- 
 bine style and quality. 
 
No. 5^^3. 
 
 Warmer Clothing. 
 
 You want to buy your suit now. be- 
 fore you get caught by the cold weather. 
 Clothing here is s good as can be made. 
 Prices are as low as possible. 
 
No. 
 
 5224. 
 
 COPv(^,c.M^ 
 
 We Call Them Lounging Suits 
 
 ,^ . , , . . because they are as 
 
 desirable tor resting around the house 
 as for outdoor exercise. The outing suit 
 that you have has done good service 
 this Summer. Get another one at the 
 extremely low prices \te are offering. 
 
No. 5225. 
 
 
 Clothing Talk. 
 
 Brisker days now. Warmer clothing 
 needed. A new suit is absolutely neces- 
 sary; question is: what to get and where 
 to get it? We'll help you. 
 
N( 
 
 1226. 
 
 You See A Well Dressed Man 
 
 and you involuntarily 
 remark. '"There is a lucky, prosperous 
 fellow." Good clothes are the hall mark 
 of prosperity. They help you in life in 
 every way. We can help you into the 
 clothes that will fit. and suit both you 
 and your purse. 
 
No. 5227. 
 
 Style for Every Man 
 
 without extra charge 
 here. Our prices tor clothing do not in- 
 clude the cost of originating — it's cheap- 
 er to be copyists. We copy the styles 
 of swelldom before they're placed on 
 sale, so you get them just as soon as the 
 man who pays a thousand dollars a 
 year for his clothes. 
 
No. S228. 
 
 Drop in Any Time 
 
 we are always glad 
 to see our friends. You needn't present 
 your card at the door. Come right in 
 and look around. The more you look 
 around at our clothing, the better we 
 are satisfied. The more carefully you 
 examine it, the better we like it. The 
 more you know about clothing, the 
 more certain we are of eventually se- 
 curing all of your trade. 
 
 We buy only of clothing makers who 
 are right up-to-date on style, fit and 
 finish. We'll fit you a good deal better 
 than any but the most expert tailor, and 
 we'll do it at about half his price. 
 
No. 5229. 
 
 Neat Appearance 
 
 counts for much in 
 this life. There are many times when 
 small points will decide either for or 
 against you. At such times the ques- 
 tion of appearance is always bound to 
 come up. Let us take care of your ap- 
 pearance. Our customers tell us they 
 like to deal with us, for everything they 
 buy here is to be relied upon. 
 
No. 5230. 
 
 OOryRidn-r. 1 , 
 
 The Fall Poet, Says: 
 
 "The melancholy days have come. 
 
 The saddest of the year. 
 When it's a little too warm for whiskey 
 
 And a little too cold for beer." 
 
 When it's a little too warm for a 
 heavy overcoat and a lot too cold for 
 none. 
 
 Come in and be inserted into a hand- 
 some, fit-some stylish Fall overcoat. 
 
 You'd guess the price at $i8 or $20, 
 but it's really only $12. 
 
No. 5231. 
 
 j.^ 
 
 An Useful Coat 
 
 IS our overcoat 
 
 because it protects against stormy 
 weather, as it approaches an ulster in 
 its protecting qualities, yet it is of the 
 right length, and is so stylish that it 
 makes the handsomest kind of a coat 
 for a cold, clear day. Notice the swell, 
 bell-shape of the skirt. 
 
No. 5232. 
 
 lfcOP*-«.l<l.wt-_ 
 
 Moving Fast. 
 
 Our line of Fall overcoats i» mov- 
 ing right along. We never before had 
 anything like so good a trade at this 
 time of the year. Perhaps the reason 
 for it is that we never before had any- 
 thing like such an attractive line of 
 goods. 
 
 Every garment in our Fall stock is 
 cut right in the height of fashion and 
 perfectly tailored — is finished inside and 
 out with all the characteristics of the 
 best kind of made-to-measure goods. 
 When you see the clothes, you will 
 guess the prices to be from 20 to 40 per 
 cent, more than they really are. 
 
No. S233- 
 
 <0 »•«--«< <i«-i-r_ 
 
 All the Talking 
 
 of all the world's great 
 talkers won't make a good piano out of 
 a poor one. 
 
 Buy the right sort of a piano — a piano 
 that has stood the test. 
 
 It doesn't cost any more — if you come 
 here for it — and you'll have a piano 
 you'll always be proud of. Here, for 
 instance, is a 
 
No. 5234. 
 
 is looking for some- 
 thing way above the average. He will 
 find it in one of our $10 business suits 
 we are now offering. You never in your 
 life saw anything to equal this $10 line 
 of ours. \Ve have been in the clothing 
 business a good while, and we never 
 saw anything that could touch it. Just 
 how the maker manages to do it at the 
 price, we don't know, and you don't 
 care. The fact is, the suits are here, and 
 that's the point that interests you and 
 us. 
 
 Come and see them. 
 
No. 5235. 
 
 Hard on Clothes. 
 
 The rough sports of the heahhy boy 
 are good for him, but rather hard on his 
 clothes. We have a Hne of boys' cloth- 
 ing that was made to stand rough us- 
 age. ^ It is strong in the places where 
 boys clothmg usually rips, and rein- 
 forced in the places that are generally 
 first to wear out. 
 
 Fit your boy out for the winter here. 
 We can save money for you. please the 
 boy, and make it possible for him to 
 enjoy his winter's sports in comfort. 
 
No. 5236. 
 
 A Critical Examination 
 
 is hardly necessary to 
 distinguish the radical difference be- 
 tween the stylish, neatly fitting clothes 
 that come from our store and the 
 clothes of the hand-me-down variety 
 you are tempted to buy elsewhere be- 
 cause the price seems small. 
 
 We make the clothes fit the man — not 
 the man the clothes. We see that the 
 styles are those of to-day — not those of 
 last season. We take care that the ma- 
 terial is the kind that wears — not the 
 kind that merely holds together until 
 you get home. We make the price fit 
 close down to the value we give — n<;t 
 to the figures you would find elsewhere 
 for similar values. 
 
No. 5237. 
 
 Clothes for Sturdy Boys. 
 
 Spring weather brings the boys out- 
 doors, and their rough sports are hard 
 on ordinary clothes. 
 
 We have some extraordinary clothes 
 that we want you to see. They're built 
 to stand rough wear. 
 
 The materials are strong, and the tail- 
 onng is exceptionally good. They look- 
 well, too. and cost but little. 
 
No. 5238. 
 
 m 
 
 «ff#r.^^ 
 
 The Well Dressed Hen 
 
 you see on the street 
 are not necessarily men of wealth. You 
 can be equally handsomely attired if 
 you let us supply your clothing needs. 
 It isn't a question of money — it's a ques- 
 tion of taking your money to the right 
 place. 
 
 Here are some facts and figures to 
 prove it: 
 
No. 5239. 
 
 60»»rRiCMT_ 
 
 As To Your Spring Suit. 
 
 Of course you know that the fabrics in 
 our handsome lines of Spring clothing 
 are just as good, just as stylish, just as 
 right-up-to-the-minute as the stock of 
 any tailor anywhere. 
 
 If you don't — investigation will prove 
 it. 
 
 The tailor alters and alters until he 
 gives you an exact fit. 
 
 That's precisely what we do — the re- 
 sult is the same. 
 
 There's one big difference, though — ■ 
 the price. 
 
No. 6200. 
 
 Get the Best. 
 
 We know what manufacturers make 
 the best, most styHsh and most satis- 
 factory clothing — and we get it. Cloth- 
 ing can't be too good. 
 
 If you buy your Spring suit here you 
 get the best. You get the latest style, 
 present and future satisfaction and long 
 wear. And this is all it will cost you: 
 
No. 6201. 
 
 Bicycle 5uits 
 
 that are light enough 
 to let the cyclists know what solid com- 
 fort really is, made from cloth that will 
 withstand the raindrops of a sudden 
 shower, and cheap enough to satisfy the 
 most economical rider. Well-fitting and 
 well-made by men tailors. 
 
No. 6202. 
 
 COPrfflSNT. I A 
 
 Clothes Differ. 
 
 The suit of clothes we make for -on 
 is something entirely different from the 
 suit you buy elsewhere. 
 
 It fits you — seems to be a part of you. 
 It gives you an air of elegance and dis- 
 tinction that is in itself worth more than 
 the small price we charge you. 
 
 It will wear much longer, too. 
 
No. 6203. 
 
 •♦Comparisons Are Odious,*' 
 
 but not to us. We 
 invite comparison with other clothing 
 that costs the same money that we are 
 asking. We want you to compare the 
 quaHty of the goods, the tailoring and 
 the fit. We will secure your trade, if you 
 only give us half a chance. 
 
No 1534. 
 
 A Sky Full of Bargains 
 
 There are "bargains to burn" in this 
 store every day in the year. You can 
 come here any time and save money on 
 high grade goods— save enough money 
 to buy all the fireworks you want for 
 " the great and glorous Fourth." 
 
 For instance • 
 
No. 2055 b. 
 
 The Keynote 
 
 Of Our Business 
 
 Is Economy. 
 
 We buy econom- 
 ically. We buy in large quantities ; we 
 get the lowest prices and the top dis- 
 counts. We make economical buying 
 easy for you. We not only offer you the 
 most reliable and fashionable goods, but 
 we save money for you— always a little, 
 often a great deal. 
 
No. 3412. 
 
 Straight to the Point. 
 
 We always go straight 
 to the point — there's no false njodesty 
 about us. We want your trade. We are 
 going to do everything in our power to 
 get it — and we will get it if you give us 
 half a chance. There may be other 
 stores as good as this one, but if you 
 buy the same quality there, you will pay 
 more for it. We save money in various 
 little ways, and this is one reason whv 
 we can make low prices. 
 
No. 4004. 
 
 He Usually Looks Pleasant, 
 
 but he has just 
 inspected our goods and our prices after 
 buying elsewhere. He isn't displeased 
 with what we have to offer. He is dis- 
 gusted with the goods he got elsewhere 
 now that he has contrasted them with 
 ours. We occassionally meet a man 
 under such circumstances but the second 
 time we see him he looks happy. He 
 comes to us first. 
 
 We have a lot of fresh, choice bargains 
 this week which make ever^'bodj- look 
 pleasant enough to be photographed. 
 
No. 40C)5. 
 
 We Are Teaching 
 
 The People a Lesson. 
 
 We are teaching our 
 competitors a lesson. We are demon- 
 strating the fact that a good many 
 people have been paying too much for 
 goods in our line. They haven't been 
 paying us too much. They have been 
 paying other merchants too much. They 
 are learning that our prices are always 
 lowpr than others' prices. That is why 
 our business is growing so rapidly. It 
 grows more rapidly each year. 
 
No. 4104. 
 
 Don't Bring 
 
 All of Your Honey 
 
 when you come to our 
 store to buy. Cut your usual allowance, 
 for goods in our line, into halves and see 
 what you can do with one-half. We have 
 made such great reductions in prices 
 that we are sure of surprising you. 
 
 We have a lot of new things that will 
 interest you—things you ought to have 
 and which won't cost you much. 
 
No. 3949. 
 
 The "Swellest" People 
 
 in town all buy at our 
 store. They know that we can be de- 
 pended upon to furnish the very latest 
 and best goods obtainable. Again, they 
 do not like to pay high prices any better 
 than less pretentious people do, and our 
 prices are always right. 
 
No. 153r,. 
 
 A Declaration or Independence" 
 
 Patterning after her ancestors of revo- 
 lutionary' fame the new woman of 1899 
 declares her independence of masculine 
 interference in all household matters 
 and insists on buying where her own 
 good economical Judgment dictates. She 
 knows that when it is a question of re- 
 liability and low prices in 
 
 there is no place like- 
 
No. 4115. 
 
 Don't Give Up Your Money 
 
 without value received. 
 Don't pay two prices, or a price and a 
 half, or a price and a quarter, for goo<lf^ 
 that we are selling at their actual value. 
 We make a little profit on each sale — 
 but never more than a little. We make 
 another little profit when you come the 
 second time. And another when you 
 come the third time, and so on. That 
 is the only secret there is about our 
 great success. That is why our business 
 is growing faster than any other busi- 
 ness in town. 
 
No. 4116. 
 
 Dewey Was Successful 
 
 because he was a leader - 
 an astute, agressive, careful man who 
 didn't wait to see what other people 
 would do first. We are successful be- 
 cause we are leaders. Because we often 
 have new goods on sale before our com- 
 petitors know that the old ones are out 
 of style. Come in often if j'ou want to 
 keep posted on everj'thing in our line 
 that is new and novel. 
 
No. 4122. 
 
 A New Year's Sermon 
 
 ^ . which has its practical 
 
 side. During this year we're going to 
 constantly follow the same good methods 
 which we have always been well known 
 tor. We are going to put as moderate 
 prices on our work as possible It 
 wouldn't pay us to do otherwise. We'if^ 
 in business to stay. 
 
Xo. 4124. 
 
 Biolf// 
 
 Careless Methods 
 
 drive trade aAvay. That is 
 why we are so particular. ^ Even the 
 slightest details have our most car.'ful 
 attention. 
 
 Without saj'ing much about it wo are 
 trying each day to show vou what we 
 think a good store should be. 
 
 Our business is constantly develoi.in<' 
 and the more you make comparisons thS 
 more you will be impressed, we know 
 exactly what we are about. 
 
No, 4127. 
 
 We Are Watchful 
 
 in our business. We are 
 alwaj's on the lool^out for improvements. 
 We don't ever say that our business is 
 perfect, because there isn't anj'thing in 
 the world which is perfect. The reason 
 we have such a good business is that we 
 recognize this. We do not know it all. 
 
Xo. nioi. 
 
 ml" 111"- 
 
 :owRi(ini i«,"i 
 
 You Might Climb 
 
 All Over the Earth 
 
 cand you couldn't 
 find such a unique array of bargains as 
 we are going to offer all next week. 
 
 We have the best and most complete 
 line of goods in the city always on hand, 
 but our special sales are something 
 startling. Be sure to see us next week. 
 
No. 4119. 
 
 Ov. ^! 
 
 Santa Claus 
 
 will find no better place 
 to get presents than right here in this 
 store. A stock such as we keep is par- 
 ticularly adapted to present-holdings. It 
 is varied — that is one good feature — and 
 the prices are sure to please everyone's 
 purse. We haven't time to name any 
 articles, but you may see them any time 
 you care to drop in— come just to visit 
 if you wish to. Don't mind the buying 
 part^that will come around all right. 
 
No. 4121. 
 
 The Outlook 
 
 for a big season's business is the 
 best we have ever known. Therefore we 
 have put in an immense stock (a real 
 record-breaker) which is so complete 
 that we can fill any possible want in our 
 line. 
 
 While all of our prices are very low we 
 have some especially startling bargains 
 to offer, which we are particularly proud 
 of. 
 
No. 6204. 
 
 Skeleton Serges 
 
 are becoming all the 
 rage. They are cool. They are dressy. 
 They are becoming to any man. The 
 double breasted sack suits are particu- 
 larly fashionable, and may be worn upon 
 any informal occasion. With a pair of 
 our white duck trousers, you have a 
 capital boating suit — afloat and ashore. 
 
No. 6205. 
 
 Not Like Other Boy's Clothing— 
 
 — simply like ours. 
 May not cost a cent more to make than 
 other clothing. Other clothes may have 
 just as good material. But there is a 
 difference. Ours last longer, for one 
 thing. The buttons seem part of the 
 goods — sewed on right. Seams don't 
 rip. Lining better. And lots of other 
 things worth looking into. 
 
No. 6206. 
 
 Are You Going Away ? 
 
 You want a suit that will not show 
 the signs and stains of travel. You want 
 a suit that will look well upon any or- 
 dinary occasion — one that will save the 
 trouble of carrying too much clothing. 
 We have just the thing in a gray tweed. 
 Wears like iron and bound to satisfy 
 vou. 
 
No. 6207. 
 
 ConfilCHT l9i 
 
 The Best Kind Of A Suit 
 
 for semi-athletic wear 
 isonethatismade of a light weight cloth. 
 yet spongy in texture, so that it will not 
 show the effects of lounging. Comfort 
 is what you want this time of the year, 
 and we can give it to you in one of our 
 suits, besides style, fit and finish. 
 
No. 6208. 
 
 This is the Season 
 
 when the boys begin 
 to get outdoors to play, and anxious 
 mothers are wondering where they can 
 buy clothing that will stand the strain. 
 
 This is the place. Our line of boys' 
 clothing is full of strain-resisters — made 
 to stand the roughest sort of wear and 
 tear. W'e have, for instance: 
 
No. 6209. 
 
 COPYRIC 
 
 A Neatly Uressed flan 
 
 finds friends at every 
 turn. Good clothes and good manners 
 are the entree to any society— however 
 exclusive. We can sell you perfectly 
 <itting garments at prices that will not 
 liurt your purse. 
 
No. 5158. 
 
No. 5160. 
 
 No. 3472, 
 
 No. 5632. 
 
% 
 
 Tall 
 ovepcoat; 
 
 € 
 
 
 <r\i If 
 
 No. 5240. 
 
 No. 5238. 
 
 No. 5241. 
 
 No. 5242. 
 
 No. 5243. 
 
No. 5244. 
 
 No. 5245. 
 
 No. 5246. 
 
No. 5248. 
 
 No. 5249A. 
 
No. 5251. 
 
No. 525, 
 
 No. 
 
 5254. 
 
 ^^- 5255- 
 
No. 5257. 
 
No. 5261, 
 
 i!*^ 
 
 No. 5262. 
 
No. 5263. 
 
 No. 5264. 
 
CLEVER CATCH=LINES 
 
 CUPPED FROM EVERYWHERE. 
 
 Betwixt and between time. This is what brings you such clothing 
 values here. Everything must be shipshape for the frosty days. And 
 so prices stand on tip-toe and still cannot reach values. 
 
 Nothing is easier than to dress a stout man so that the stoutness 
 is emphasized, or a thin man so that his clothes flap. The art of 
 dressing is to avoid all such failures. You avoid them here. 
 
 As good a weaving as was ever made or sold at a reasonable 
 price. Not the finest, not the best, but far from being inferior or 
 ordinary. . . . You can pick the goods to pieces thread by 
 thread, and you find it pure wool through and through. 
 
 A thoroughly up-to-date tailor made them. They are his breach- 
 of-promise-suits— finished a month after important orders were to 
 have been delivered. So the garments, right in every way, were 
 refused. To catch his breath from the setback— and catch some of 
 his dollars, too— he sold the suits to us. 
 
 The round-shouldered person instantly recognizes, when tried on, 
 the suitabilitv of the quiet, losse-fitting coat, which conceals the 
 deforming curve of his back, even though he may not analyze the 
 cause of suitability or admit the deformity. Slender men can look 
 stouter, short men taller, sloping shouldered men squarer, and any 
 man more dignified or jauntv as he desires, by an mtelligent selec- 
 tion of standard "Fit Reform" shapes, tried on before purchased. 
 
 We do not buv pants for advertising purposes— to sound cheap. 
 We buv good pants, made of good goods, pants provided with all 
 the comforts of home, front pockets, watch pockets, pistol pockets 
 and refreshment pockets. We sell all-wool worsted. pants, solid as a 
 rock, for $4. Patronize our pantry— it pays. 
 
THE CLOTHING BOOK. 
 
 We complain because some of our customers and friends don't 
 complain when they have reason or only think they have. 
 
 Outfitting for School. — For the rest of this month and next we 
 shall be busy getting the boys ready for the "Campaign of Edu- 
 cation." which commences as noted above. We have the very lat- 
 est fall styles in clothing and furnishings, and can save you money 
 on the outfits. 
 
 Look out for the cheap, ready-to-wear clothes — sure to be in- 
 ferior — you know they won't hold their shape. But there's no need 
 of being extravagant, either. Our kind is the safe middle ground. 
 Cost enough to be good, not enough to be wasteful. 
 
 One tells another, and we witness every day the power of that 
 influence. You never read an advertisement of poor clothing. 
 Strange, too, for there's more poor than good. Each advertiser 
 represents his own as being better and cheaper than others. Not 
 so here. Ours is as good as our best energies, ability, knowledge 
 and experience can get. It may not be as good, it may be better 
 than others. Only one way for 3^ou to know — come and see. One 
 thing sure, business is growing here. Yesterday's best is to-day's 
 starting. 
 
 We enjoy telling you about them, because the\ deserve all the 
 praise that can be bestowed upon them. Talk about Variety and 
 Styles! We can make every child into a walking fashion plate by 
 securing one of our shapely garments for your little ones. 
 
 The time was long ago when the little ones wore the clothing 
 which descended to them from their elders, moulded and amended 
 by the mother's shears to suit the new conditions. We have dresses 
 and wraps here for little girls especially, on which there have been 
 as much thought and care expended as if they were intended for 
 the most fa.stidious belle. Yet, with all that, almost cheaper than 
 the "made-over" kind, and a deal less bother. 
 
 The Scholar's Clothing Supply Camp.— Regiments of reliable 
 goods of school garments camped here. Take the whole trouble of 
 the school outfit oflf your hands. 
 
 School suits now ready for the youngsters who've come back 
 from vacation joys ''sound in wind and limb," but much the worse 
 for wear outwardly. 
 
THE CLOTHING BOOK. 
 
 Outer Wraps for Little Folks.— Is there a toddler of 4 or less 
 to be togged out for spring? Is baby to have a first wrap? We've 
 had It all thought out for you. The collection is fairly ready this 
 morning. There are reefers for ages i year to 4, but all the styles are 
 not shown m all the sizes— we've picked out etTective fabrics and 
 finishes for the several stages of infantile advancement. 
 
 Going to send your boy away to school, arc you? Very good; 
 send us his trunk, and w^e'll fill it up with clothes, shoes, hats and 
 furnishings— subject to your approval. Or, send us the boy and 
 we'll supply the trunk as well. Or, if you're in town at an hotel, 
 and can't spare the time, we'll send to you. Which shall it be? 
 
 Does It pay? Cost of one advertisement, $100. Profit on orders 
 gained. $50. Net loss, $50. Ah! but each of you have saved $10 t ) 
 $15 on your suits made by Nicoll — and you come again and again — 
 and tell your friends. Making it pay? You have given us the larg- 
 est tailoring business in the world. 
 
 We are in no hurry for you, waiting doubter. We are pretty 
 well used to the results of advertising: quick with quick people; 
 slow with slow people; sure with intelligent people. We are willing 
 to wait for you slower ones, but let us tell you fairly, sharper peo- 
 ple are enjoying advantages that you are not. 
 
 What is known and sold as ready-made clothing is clothing cut 
 out by machinery, put together by machinery, and with the aid of 
 starving female labor. Such a garment stamps the wearer on sight 
 as dressed in slops. He not only looks it, but as a consequence 
 feels it. Men are learning that they cannot alTord to be ill-dressed. 
 Slops have had their day. Our ready-to-wear clothing expresses 
 exactly what the name would imply. Quite ready-to-wear. Made 
 by tailors, designed by an artist, sewn with the best linen and silk, 
 cut to fit the form of man, be he tall, short, stout, or thin. Any 
 man not a positive malformation can be fitted by our clothing. By 
 fitted we mean dressed so that he looks a gentleman, and possesses 
 that feeling of comfort and air of ease that always marks the well- 
 dressed man. 
 
 Traveling salesmen wait until they reach East Liverpool to buy 
 their overcoats. They say ours are best for the money shown any- 
 where. They ought to know. 
 
 It isn't philanthropy, but plain, matter of fact business that in- 
 duces us to make a price on men's suits such as this. 
 
THE CLOTHING BOOK. 
 
 If there weren't such a difference in clothing, we'd simply tell 
 you how, much lower our prices are than others. Two suits can 1)6 
 bought fi-om the same bolt of cloth and one might wear a year 
 while the ■ other would shoddy in a month. There's as much in 
 making as in the material. 
 
 Do you belong to the wheel brigade? That is, do you ride a 
 wheel? Have you got a bicycle suit? We've got lots of them. 
 
 Faultless and flawless fabrics. 
 
 There is something about the get-up of our summer suits that 
 makes a man think that they were made for him. 
 
 Clothes must always be in mind, whatever comes, joy or sorrow; 
 at all times, winter or summer; by the lad who takes father as a 
 model, the young man to whom cut of coat or set of trousers is all 
 important, or by those to whom clothes are simply a covering. We 
 have clothes to suit all sorts and conditions of men, weather and 
 surroundings. 
 
 Let no coolness exist between us, only in the matter of light 
 weight clothing. It's a splendid line we show. No time to waste 
 on particulars. It's hot, and you need thin clothes, and we have 
 them. 
 
 Clothing is our leading line, and we are leaders in clothing. 
 
 One of the things that clothing stores can't understand is how 
 we can sell goods at the prices we do and stay in business so long. 
 One of the things we can't understand is why people help other 
 stores to get the price they do. 
 
 In advertising, printer's ink often flows into figures which are 
 imagined and deceptive. The true measure of low prices is quality. 
 Upon that corner-stone we have built a business reputation for 
 worth and reliability which has won the confidence and patronage 
 of New England's best people and made ours the busiest corner 
 on Boston's busiest street. 
 
 Don't pay an ordinary price for an ordinary suit — not when an 
 ordinary price will buy something extraordinary. 
 
THE CLOTHING BOOK. 
 
 Does it suit j^ou? That suit you've been holding onto, and hold- 
 ing onto until it almost speaks to you and says, "Better lay me aside 
 now." 
 
 We have reason to feel proud of our men's suits this summer. It 
 would be hard to imagine a finer selection of strictly up-to-date 
 suits. 
 
 Not a trashy suit among them. Not a suit that anybody can 
 point at and say, 'There's one of those cheap suits that so-and-so 
 has been selling." They are dressy, handsome and reliable, and 
 just as we tell you — they are regular $8 and $io suits. To empha- 
 size our "independence" we offer them to close at $5. 
 
 There are two ways to make children's clothes — one is to make 
 them so's they'll wear, and the other is to make them so's they'll 
 wear out. The kind that wear are made to bring a customer back 
 again. The kind that wear out are made to make a big profit on the 
 first time a customer comes, for fear he'll never come back again. 
 You can judge the kind of clothes we sell for boys by the way your 
 neighbors talk. Whenever you see a small boy hanging frorn a nail 
 on a roof or from a limb of a tree by his coat or pants — his folks 
 buy his clothes here. It takes a stepladder or a stepmother to take 
 down a boy who wears Nebraska clothes. 
 
 Requirements of robust, romping, rollicking boys are surpass- 
 ingly met at this boys' clothing department. Looking out for the 
 future, when boys grow to manhood, we will still expect their pa- 
 tronage and friendship. That's why we are giving the school boys 
 such fine bargains these days. 
 
 We start with materials that we know— a foundation texture that 
 insures strength, durability, suppleness, mellowness and a firmness 
 which gives permanency to the fit of the garments. With slight 
 alterations (made by our tailors) we can fit perfectly nine men out 
 of ten, and we'll make a suit to fit the tenth man without extra 
 charge. 
 
 The boy who can't kick out two suits of clothes a season is no 
 boy at all, and hasn't got life enough in him to succeed at anythmg 
 any better than he does at wearing clothes. If your boy's suit is 
 worn out already, it was life and energy that did it, and he should 
 be encouraged to keep it up. You can furnish all the encourage- 
 ment necessary in the way of well dressed satisfaction by puttmg 
 on him a suit of our clay worsted or fancy cheviot in either round 
 or square cut, single or double breasted. 
 
THE CLOTHING BOOK. 
 
 You might almost as well clothe boys in paper bags as in some 
 of the trash sold under the name of boys' clothing. Quality counts 
 here. Note the lined knees, the patent waistbands, the extra patch- 
 pieces, that go with so large a part of our boys' clothing. See the 
 quality in these $3.50 serge suits — every suit guaranteed not to fade: 
 you might soak it in salt water and dry it in the sun, yet the color 
 would be the same. . 
 
 We don't ask any man to trade with us on the strength of our 
 reputation, or because we have been a long time in business, or 
 because we sold things cheap last year. With us every year has got 
 to take care of its own business. Every sale has got to stand on 
 its own bottom. Every customer has got to judge us by what he 
 buys — not by what his neighbor buys. 
 
 We clothed the boy when he went to school. We clothed the 
 boy when he entered business. We clothed the boy when he fell in 
 love. We clothed the boy when he married. And now we clothe 
 his boy. 
 
 There is an old proverb to the effect that every time you have a 
 button sewed on the clothes you are wearing the sewer sews on 
 trouble. Whether this is true or not, it certainly takes trouble to 
 sew up rips and on buttons. Good work won't rip — buttons well 
 sewed on won't come ofif. W'e do good work and want your 
 patronage. 
 
 Your needs are our forethoughts. Your satisfaction our duty. 
 Your confidence our highest reward. We have ploughed ahead into 
 the possibilities of creation — turned to light new fashions — excelled 
 excellencies which you have had heretofore, and planted the ban- 
 ner of perfection in hitherto untrespassed ground. 
 
 The choosing of a suit is too serious a matter to be done care- 
 lessly — it is a continued regret if you make a mistake. It's a sort 
 of weakness here to go around wath a nimble shears and clip ofT 
 samples to give for consultation or comparison. It's profitable, too. 
 We like to do it! Almost ten times out of ten they come back with 
 an order, and it's always a satisfied one — that's pleasurable to us. 
 
 "Strongantough suits" are doubly desirable. Dressy enough for 
 Sunday best and strong enough for any day's worst usage. 
 
 Supreme comfort is expressed in two words — crash and serg'-*. 
 And supreme satisfaction in two more — Saks crash and Saks serge. 
 
THE CLOTHING BOOK. 
 
 "Truck" we won't have. We couldn't sell it, and we don't give 
 anything away; but if we did, we'd be ashamed to give people 
 "truck." Any one is mean who won't give the best there is, and any- 
 bodv is foolish who won't sell the best there is. 
 
 "He who greases his wheels helps his oxen," is an old saying, 
 but true. We help those who help us. and those who help us help 
 themselves. We do business for what business will bring. The big- 
 ger the business, the better the values that can be given to cus- 
 tomers. 
 
 Propriety in attire has no substitute. Lavish expenditure of 
 money never conceals the want of it. To dress well, dress with 
 taste. It's easy enough to do so. Our stock of high-grade cloth- 
 ing is a whole library of practical hints on correct attire. 
 
 There is an exact point in the division of clotliing prices — 
 where elegance and fineness begin — where the little extras begin to 
 manifest themselves and bloom into realities. We touch that point 
 in our famous ready tailored suits at $i8. 
 
 The knife that the tailor guided in cutting out these garments is 
 not the only one that has been used — we've employed a keener 
 blade than that in shaving down prices. 
 
 We make a boy look like a gentleman and feel like a king in one 
 of our nobby spring suits. This line was selected with a view to 
 making both parents and boys our friends. The boys want suits 
 that look right — the parents want suits that cost right, and the com- 
 bination is guaranteed at this store. 
 
 Don't hang on to the rear of the chariot of progress, and be 
 yanked along, with a chance of the tailboard giving way. Get on 
 the seat with the driver and set the pace. We hold the ribbons and 
 set the pace for everything that pertains to suits or overcoats. 
 
 Two men — one dressed in a shabby, ill-fitting suit; the other in a 
 new, elegantly-fitting one — which of the two will create the better 
 impression? Which one will do the more business? You know. 
 
 Men's and boys' clothing designed especially for comfortable 
 wearing during hot months. There's comfort in the price, too. 
 
THE CLOTHING BOOK. 
 
 Moulting Time. — When you begin to throw off your overcoat you 
 notice how badly you need a new suit. That is inevitable. The best 
 clothing won't wear forever. The new spring suit you must have 
 will cost you less and wear you more the way we sell it than any 
 other way. 
 
 If you want a sausage fitting garment, with a bunch of wrinkles 
 under the arms or a pair of pants that walk when you do and the 
 seam twisting over the foot, then listen to the music of the hammer 
 of our competitors. But if you want tone, ease, finish and city style, 
 come to us for your suit. 
 
 Dress with equal care in bicycle paths as in ordinary paths of life. 
 We've given bicycle-golf "togs" more care than ever. Some of our 
 knickerbockers are gorgeous, but topped of¥ with a black coat 
 they're simply smart; quiet ones for quiet people, of course. 
 
 Did it ever strike you — the inconsistency of some announcements 
 — "clothing merchandise at the cost of the thread and buttons," and 
 so forth. We're not selling gold dollars for 50 cents, neither is 
 any one else; but if you want a good, stylish, serviceable overcoat or 
 duster, we've got it. 
 
 Is it worthy? Will it wear? Will it add to a man's comfort or 
 appearance? That's the sifter that separates the wheat from the 
 chaflf in this department. If you are a customer, you know it. If 
 you are a stranger, a short look here will prove it. 
 
 It's not keeping the heat out that makes you warm — it's keeping 
 it in. If you want to be comfortable these hot days wear such 
 clothes as will let the animal heat out and allow fresh air to come in. 
 Such as superwhite Bleached Lisle Thread Undershirts, silk tape 
 bound and briar stitched, which we put on sale to-morrow. 
 
 If the law prohibited the wasteful extravagance of money, we 
 would have a monopoly of the clay serge business. 
 
 The struggle for supremacy between a boy and his clothes gen- 
 erally results in favor of the boy. You know beforehand how the 
 conflict will end; but you bravely prepare for it. Here's your base 
 of supplies — you clothes coaling station. We're not neutrals, either; 
 we ofler you all the good clothes you want, and the price invites 
 you. But we'll tell you frankly, the boy'll win. Give him as good a 
 "tussle" as you can. 
 
THE CLOTHING BOOK. 
 
 Don't get warm, when coolness and comfort go hand in hand with 
 economy — come get your choice of light summer coats, regularly 
 sold for 75 cents, now going at 35 cents. 
 
 For outing and abouting you will be surprised to see what we 
 have to offer you in our outing department. Every season our 
 business grows in this line. Here you will find lots of things you 
 never think of until the occasion comes. 
 
 A Jackdaw Among Peacocks. — That's the effect some men'* 
 clothes have upon them when they mingle in a crowd of well- 
 dressed people — make them look like jackdaws among peacocks. 
 Avoid the possibility of that undesirable distinction by selecting 
 from our superb autumn styles. In grace and elegance, tone and 
 quality, our suits rank equal with the best productions of ultra fash- 
 ionable custom tailors and prices are less than half — frequently less 
 than a third. 
 
 We have suits here for less than $5. Good as any, better than 
 many, at the price. But they are not lauded up to the sky here. 
 We tell you just how^ good they are, but we don't recommend them 
 as the most economical. A first-class suit is the cheapest in the 
 end. 
 
 If there is one thing more than another that we are especially 
 particular about it is the fit of our clothing. The man that has never 
 been fitted, and knows that he can't be, is welcome at our expense 
 if we don't. 
 
 Selling a suit, or a hat, or a shirt, or any article in our line that 
 will please a customer and lead him back to us another season are 
 our only aims in business. We are thinking of the future as well as 
 of the present, and are giving our friends and patrons the very best 
 value that can be secured. 
 
 When we buttoned up overcoats and put on snowshoes to go 
 out and place this order for summer clothing, it went very much 
 against the grain of consistency, but we knew the wearing time 
 would come, and with it, if we delayed, 50 per cent, higher prices. 
 The people's appreciation of such a saving can be measured by their 
 lively attendance on this sale. 
 
 We put all our know-how and all the value possible into the 
 clothes we sell. Of course, as the prices advance, the added dollars 
 bring added fineness and added handiwork in the tailoring. 
 
THE CLOTHING BOOK. 
 
 There's a vitalizing freshness about our clothing you don't see 
 elsewhere. Buying clothes at some stores is a little like throwing 
 dice — shaky business. Fame is the fruit of good work, that's why 
 our clothing is famous all over this great commonwealth. 
 
 We join hands with any one who's trying to elevate the clothing 
 trade generally and make people want the best. Only we won't get 
 away from the idea that while the best is the cheapest in the long 
 run. that best needn't be expensive even at the beginning. 
 
 A good investment will be made if you buy and wear one of 
 our English Worsted Suits. You will feel as though you are 
 well dressed, and your own confidence and self-esteem will be en- 
 hanced and other people will think well of you. 
 
 Values are imperative. Bargains are incidental. The people 
 depend upon values. The merchant thrives upon bargains. When 
 what is indispensable unites with what is satisfying, then the people 
 and the merchant arrive at an understanding. We are maintainers 
 of values while merchants in bargains. 
 
 You probably would guess the price of this suit to be fifteen or 
 twenty dollars if you saw it on your neighbor, and many good 
 clothing stores think a dozen dollars would be a remarkably low 
 price. Our price is six dollars and a half. 
 
 Philadelphia mothers have learned that there's no place like 
 Gimbel's for boys' clothing. Purse experience has told thern this. 
 Wear experience has verified it. Here is more of this best kind of 
 clothing. 
 
 Talk is cheap, but not in the language that our clothing speaks for 
 us. Each suit that we sell a man is the strongest sort of an argu- 
 ment in its favor, and those who are wearing our clothes are 
 backing up these arguments every day. This sort of talk is not 
 cheap. 
 
 Pants That Hang Right.— The whole secret of pant beauty is in 
 the fit or "hang." Beautiful cloth makes ugly pants if the "hang" 
 is bad. 
 
 Merely to cover a man just like an umbrella — that's the way some 
 suits are made up. regardless of fit, finish or fashion. 
 
THE CLOTHING BOOK. 
 
 Our clothes possess some indescribable something which stamps 
 them as "high class." It is the result of tailoring art, applied by- 
 tailoring brains — to the best tailoring materials. 
 
 Folks that haven't a boy will want to borrow one when they see 
 the nice things we're showing in our boys' department. We can 
 suit the size of the boy and the size of the pocket-book. 
 
 Between this and fishing there will be any number of days in 
 which you think you might catch a fish, but if you're not careful 
 you'll find any number of cool nights and mornings in which you 
 can catch a cold. You can avoid catching cold and live to catch fish 
 if you hire us to spring overcoat you with one of our new and 
 nobby styles. 
 
 It's the difference in clothing that makes you such a staunch 
 friend to our clothing. 
 
 There are two ways to be economical. One is by spending little 
 money, another is by getting the best goods for your money. 
 When you buy here you practice both economies. 
 
 The reason we don't charge as much profit as otTiers is because 
 we'd rather make five sales and five dollars than one sale and two 
 dollars. 
 
 W1ien we say $15 for a suit, it's not for the suit, but what's in it. 
 We don't know^ how to give all wool and our way of making for 
 
 less. 
 
 All the world's a stage, and if the "costumes" that we wear are 
 not up to the standard of neatness and style, we'll likely be cast 
 for "small parts." 
 
 Our prices go to the limit of usefulness and there stop. Tower 
 prices than ours are for trash. 
 
THE CLOTHING BOOK 
 
 Record of Advertising Contracts 
 
 W2V1 
 
 Time, 
 
 Space, 
 
 Plaice, 
 
 Anioitnt, 
 
 Expires, 
 
 With 
 
 Time, 
 
 Space, 
 
 Price, 
 
 A^noicnt, 
 Expires, 
 
 Remarks 
 
THE CLOTHING BOOK 
 
 Record of Advertising Contracts 
 
 With 
 
 Timi\ 
 
 Space, 
 
 Price, 
 
 Ai)ioiciit, 
 
 Expires, 
 
 With 
 
 Time, 
 
 Space, 
 
 Price, 
 
 A 1)1021 nt. 
 Expires, 
 
 Remarks 
 
THE CLOTHING BOOK. 
 
 Record of Advertising Contracts 
 
 With 
 
 Time, 
 
 Space, : 
 
 Price, 
 
 AnioiLiit, 
 
 Expires, 
 
 With .J : 
 
 Time, 
 
 Space, 
 
 Price, 
 
 Amo2int, 
 
 Expires, : 
 
 Remarks : 
 
THE CLOTHING BOOK. 
 
 Record of Advertising Contracts 
 
 With 
 
 Time^ 
 
 Space, ■■ 
 
 Price, 
 
 Arnotcnt, 
 
 Expires, 
 
 With 
 
 Ti^ne, 
 
 Space, 
 
 Price, 
 
 Amount, 
 
 Expires, 
 
 Remarks : 
 
THE CLOTHING BOOK. 
 
 Record of Advertising Contracts 
 
 With 
 
 Time, '.. 
 
 Space, : „ 
 
 Price, 
 
 Amount, 
 
 Expires, 
 
 With 
 
 Time, 
 
 Space, 
 
 Price, ,. 
 
 Amoitnt, 
 
 Expires, 
 
 Remarks : 
 
THE CLOTHING BOOK. 
 
 Record of Advertising Contracts 
 
 With 
 
 TimCy : 
 
 Space, 
 
 Price, 
 
 Amount, 
 
 Expires, 
 
 With , 
 
 Tii7te, 
 
 Space, 
 
 Price, 
 
 Amojint, 
 
 Expires, 
 
 Remarks: 
 
THE CLOTHING BOOK. 
 
 Record of Advertising Contracts 
 
 With 
 
 Tune, 
 
 Space, 
 
 Price, , 
 
 Aiiioiuit, 
 
 Expires, 
 
 With 
 
 Time, 
 
 Space, 
 
 Price, 
 
 Amount, : 
 
 Expires, 
 
 Remarks : 
 
THE CLOTHING BOOK. 
 
 Record of Advertising Contracts 
 
 With 
 
 Time, 
 
 Space, 
 
 Price, : 
 
 Anioicnt, 
 Expires^ 
 
 With. 
 
 Time, 
 
 Space, 
 
 PiHce, 
 
 Amount, 
 
 Expires, 
 
 Remarks : 
 
DAILY SALES and 
 ADVERTISING RECORD 
 
 A concise record of your daily 
 sales and the daily cost of your ad- 
 vertising- will be found invaluable. 
 For this purpose the following- 
 twelve pages have been arranged. 
 Very little time will be required to 
 keep this record— the form being- 
 the simplest possible. 
 
 After you have kept it carefully 
 for a few months you will find that 
 it will indicate with a good deal of 
 certainty just what your advertis- 
 ing is doing- for you. 
 
 The long-er you keep it the more 
 interesting- and valuable it will be- 
 
 ! come, and the more incentive there 
 will be to make each month's busi- 
 
 I ness exceed that of the preceding- 
 month or that of the corresponding- 
 month of the preceding- year. 
 
 Try it. Commence with yester- 
 day's sales — not with to-morrow's. 
 

 LAST YEAR-J*-A.ISrXJ.A.Ii"y-THIS 
 
 YEAR 
 
 ^^ 
 
 SALES 1 ADVERTISING 
 
 SALES 
 
 ADVERTISING 
 
 1 
 
 
 
 
 
 2 
 
 
 
 
 
 3 
 
 
 
 
 
 4 
 
 
 
 
 
 5 
 
 
 
 
 
 G 
 
 
 
 
 7 
 
 
 
 
 H 
 
 
 
 
 9 
 
 
 
 
 lO 
 
 
 
 
 
 11 
 
 
 
 
 
 12 
 
 
 
 
 
 13 
 
 
 
 • 
 
 
 14 
 
 
 
 
 
 15 
 
 
 
 
 
 16 
 
 
 
 
 
 17 
 
 
 
 
 18 
 
 
 
 
 19 
 
 
 
 
 
 20 
 
 
 
 
 
 21 
 
 
 
 
 
 22 
 
 
 
 
 
 23 
 
 
 
 
 
 24 
 
 
 
 
 
 25 
 
 
 
 
 
 2« 
 
 
 
 
 27 
 
 1 
 
 
 
 28 
 
 
 
 
 
 29 
 
 
 
 
 
 30 
 
 
 
 
 
 31 
 
 
 
 
 Total 
 
 1 
 
 
 
 INCREASE (Advertising), $ 
 INCREASE (Sales), $ 
 
 DECREASE (Advertising), $ 
 DECREASE (Sales), $ 
 
Total, 
 
 LAST YEAR-FJ53BI^"Cr.A.I%"3r-THIS YEAR 
 SALES ADVERTISING ' SALES \ ADVERTISING 
 
 INCREASE (Advertising), $ DECREASE (Advertising), $ 
 
 INCREASE (Sales), $ DECREASE (Sales), $ 
 

 LAST YEAR-3S^-A.ItOia:-THIS 
 
 YEAR 
 
 r:^~ 
 
 . , ^^ 
 
 
 SALES ADVERTISING 
 
 SALES 
 
 ADVERTISING 
 
 1 
 
 2 
 
 
 
 
 3 
 
 
 
 
 4 
 
 
 
 
 5 
 
 
 
 
 6 
 
 
 
 
 7 
 
 
 
 
 
 H 
 
 
 
 
 
 9 
 
 
 
 
 
 lO 
 
 1 
 
 
 
 11 
 
 1 
 
 
 
 13 
 
 
 
 
 
 13 
 
 
 
 
 
 14 
 
 
 
 
 
 15 
 
 
 
 
 
 10 
 
 
 
 
 
 17 
 
 
 
 
 
 18 
 
 
 
 
 
 19 
 
 1 
 
 
 
 20 
 
 1 
 
 
 
 2 1 
 
 
 
 
 oo 
 
 1 
 
 
 
 23 
 
 
 
 
 21 
 
 
 
 
 25 
 
 1 
 
 
 
 2C 
 
 
 
 
 27 
 
 2H 
 
 
 
 
 
 Total, 
 
 INCREASE (Advertising), $ 
 INCREASE (Sales) $ 
 
 DECREASE (Advertising), $ 
 DECREASE (Sales), $ 
 

 LAST YEAR - -^ IP I^ I IL. - THIS 
 
 YEAR 
 
 
 SALES j 
 
 ADVERTISING 
 
 SALES ADVERTISING 
 
 1 
 
 
 
 
 3 
 
 
 
 
 3 
 
 
 
 I 
 
 
 4 
 
 
 
 
 
 !i 
 
 
 
 
 
 6 
 
 
 
 
 
 7 
 
 
 
 
 
 H 
 
 
 
 
 
 9 
 
 
 
 
 
 10 
 
 
 
 
 
 11 
 
 
 
 
 
 13 
 
 
 
 . 
 
 
 13 
 
 
 
 
 
 14 
 
 
 
 
 
 15 
 
 
 
 1 
 i 
 
 
 IG 
 
 
 
 
 
 17 
 
 
 
 
 
 18 
 
 
 
 
 
 19 
 
 
 
 
 
 30 
 
 
 
 
 
 31 
 
 
 
 
 
 33 
 
 
 
 
 
 33 
 
 
 
 
 
 34 
 
 
 
 
 
 35 
 
 
 
 1 
 
 
 36 
 
 
 
 1 
 
 
 37 
 
 
 
 
 
 38 
 
 
 
 
 
 39 
 
 
 • 
 
 
 
 30 
 
 
 
 
 Total, 
 
 ii 
 
 
 INCREASE (Advertising), $ 
 INCREASE (Sales), $ 
 
 DECREASE (Advertising), $ 
 
 DECREASE (Sales), $ 
 

 LAST YEAR - 3^ -A. TT - THIS 
 
 YEAR 
 
 
 SALES 
 
 ADVERTIStNG 
 
 SALES 
 
 ADVERTISING 
 
 1 
 
 
 
 
 
 2 
 
 
 
 
 
 3 
 
 
 
 
 
 4 
 
 
 
 
 
 5 
 
 
 
 
 
 6 
 
 
 
 
 
 7 
 
 
 
 
 
 H 
 
 
 
 
 
 9 
 
 
 
 
 
 lO 
 
 
 
 
 
 11 
 
 
 
 
 
 12 
 
 
 
 
 
 13 
 
 
 
 
 
 14 
 
 
 
 
 
 15 
 
 
 
 
 
 16 
 
 
 
 
 
 17 
 
 
 
 
 
 IH 
 
 
 
 
 
 19 
 
 
 
 
 
 20 
 
 
 
 
 
 21 
 
 
 
 
 
 22 
 
 
 
 
 
 23 
 
 
 
 
 
 24 
 
 
 
 
 
 25 
 
 
 
 
 
 20 
 
 
 
 
 
 27 
 
 1 
 1 
 
 
 
 28 
 
 i 
 
 i 
 1 
 
 
 29 
 
 
 
 
 
 30 
 
 
 
 
 
 31 
 
 
 
 
 
 Total 
 
 ! 
 
 1 
 
 
 INCREASE (Advertising), $ 
 INCREASE (Sales), S 
 
 DECREASE (Advertising), $ 
 DECREASE (Sales), $ 
 

 LAST YEAR - J TJ 
 
 3Sr E — THIS 
 
 YEAR 
 
 '' 
 
 SALES 
 
 ADVERTISING 
 
 SALES 
 
 ADVERTISING 
 
 1 
 
 
 
 
 
 2 
 
 
 
 
 
 3 
 
 
 
 
 
 4 
 
 
 
 
 
 5 
 
 
 
 
 
 6 
 
 
 
 
 
 7 
 
 
 
 
 
 8 
 
 
 
 
 
 9 
 
 
 
 
 
 lO 
 
 
 
 
 
 11 
 
 
 
 
 
 la 
 
 
 
 
 
 13 
 
 
 
 
 
 14 
 
 
 
 
 
 15 
 
 
 
 
 
 16 
 
 
 
 
 
 17 
 
 
 
 
 
 18 
 
 
 
 
 
 19 
 
 
 
 
 
 20 
 
 
 
 
 
 31 
 
 
 
 
 
 33 
 
 
 
 
 
 33 
 
 
 
 
 
 34 
 
 
 
 1 
 
 
 35 
 
 
 
 ■ 
 
 
 36 
 
 
 
 
 
 37 
 
 
 
 1 
 1 
 
 
 38 
 
 
 
 
 
 39 
 
 
 
 
 
 30 
 
 
 
 
 
 Total, 
 
 
 
 INCREASE (Advertising), $ DECREASE (Advertising), $ 
 
 INCREASE (Sales), $ DECREASE (Sales), $ 
 
LAST YEAR - J XJ L "Z" - THIS YEAR 
 SALES ADVERTISING I SALES I ADVERTISING 
 
 3 
 
 4 
 
 5 
 
 G 
 
 7 
 
 8 
 
 9 
 lO 
 11 
 12 
 13 
 14 
 15 
 IG 
 17 
 18 
 19 
 20 
 21 
 22 
 23 
 24 
 25 
 2G 
 27 
 28 
 29 
 
 30 
 
 31 
 
 Total, 
 
 INCREASE (Advertising), $ DECREASE (Advertising), $ 
 
 INCREASE (Sales). $ DECREASE (Sales\ $ 
 
LAST YEAR--A-"Cra-"CrST-THIS YEAR 
 
 — 
 
 SALES 1 
 
 ADVERTISING 
 
 SALES 1 ADVERTISING 
 
 1 
 
 
 
 
 
 s 
 
 
 
 
 
 3 
 
 
 
 
 
 4 
 
 
 
 
 
 S 
 
 
 
 
 
 6 
 
 
 
 
 
 7 
 
 
 
 
 
 8 
 
 
 
 
 
 9 
 
 1 <i 
 
 
 
 
 
 1 w 
 11 
 
 
 
 
 
 12 
 
 
 
 
 ' 
 
 13 
 
 
 
 
 
 14 
 
 
 
 
 
 15 
 
 
 
 
 
 16 
 
 
 
 
 
 17 
 
 
 
 
 
 18 
 
 
 
 
 
 19 
 
 
 
 
 
 20 
 
 
 
 
 
 21 
 
 
 
 
 
 22 
 
 
 
 
 
 23 
 
 
 
 
 
 24 
 
 • 
 
 
 
 
 25 
 
 
 
 
 
 26 
 
 
 
 
 
 27 
 
 
 1 
 
 
 
 28 
 
 1 
 1 
 1 
 
 1 
 
 i 
 
 1 
 
 29 
 
 
 
 1 ■ 
 
 
 30 
 
 
 
 
 
 31 
 
 
 
 
 
 Total, 
 
 ! 
 
 
 
 INCPPA<sF advertisii 
 
 ig), $ DECREASE (Advertising), $ 
 
 INCI 
 
 lEASE (Sales), 
 
 $ 1 
 
 DECREASE (Sales) 
 
 $ - 
 
LAST YEAR-SEFTE3VCBEI?,— THIS YEAR 
 
 SALES 
 
 I ADVERTISING 
 
 Total, 
 
 SALES 
 
 ADVERTISING 
 
 INCREASE (Advertising), $ 
 INCREASE (Sales), $ 
 
 DECREASE (Advertising), $ 
 DECREASE (Sales), $ 
 
LAST YEAR-OOTOBBIi-THIS YEAR 
 
 2 
 3 
 
 5 
 
 6 
 
 7 
 
 H 
 
 9 
 10 
 11 
 12 
 13 
 14 
 15 
 IG 
 17 
 IH 
 19 
 20 
 21 
 22 
 23 
 24 
 2.'* 
 20 
 27 
 28 
 29 
 30 
 31 
 
 Total 
 
 SALES 
 
 ADVERTISING ! 
 
 SALES 
 
 ADVERTISING 
 
 INCREASE (Advertising), $ 
 INCREASE (Sales), $ 
 
 DECREASE (Advertising), $ 
 DECREASE (Sales), $ 
 
LAST YEAR-3SrO"VEIvIBEE,-THIS YEAR 
 SALES ' ADVERTISING ! SALES i ADVERTISING 
 
 2 
 3 
 4 
 
 5 
 G 
 7 
 H 
 9 
 lO 
 11 
 12 
 13 
 14 
 15 
 Hi 
 17 
 IH 
 19 
 20 
 21 
 22 
 2.1 
 24 
 25 
 2« 
 27 
 2H 
 2« 
 30 
 
 Total, 
 
 INCREASE (Advertising), $ 
 
 INCREASE (Sales), $ 
 
 DECREASE (Advertising). $ 
 DECREASE (Sales), $ 
 
LAST YEAR-I3EOE3VCBER-THIS YEAR 
 
 SALES 
 
 Total, 
 
 ADVERTISING 
 
 SALES ADVERTISING 
 
 INCREASE (Advertising), $ 
 INCREASE (Sales), $ 
 
 DECREASE (Advertising), $ 
 DECREASE (Sales), $ 
 
THE 
 THING BOOK 
 
 By GHARLES AUSTIN BATES 
 
 
 M'm 
 ^ 
 
 
 '■VAi 
 
 111 
 
 \m 
 
 7^'M'M 
 
 ■:mit^^ 
 
 ^^>m\ 
 
 ■■>^:r 
 
 W^ii. 
 
 ^:'m