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Author: 
 
 Powell, George Henry 
 
 Title: 
 
 Powell's practical 
 advertiser 
 
 Place : 
 
 New York 
 
 Date: 
 
 1908 
 
MASTER NEGATIVE # 
 
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 BUSINESS 
 
 253 * 
 P873 
 
 i^fPSl 
 
 I 
 
 Powell, George Henry. 
 
 Powell 's practical advertiser ; a practical work for ad- 
 vertising writers and business men, with instruction on 
 planning, preparing, placing and managing modern pub- 
 licity, bv George H. Powell. AVith cyclopedia of over one 
 thousand useful advertisements. New York, G. H. Pow- 
 ell, 1^. 1908. 
 
 229 p. front, (port.) illus. 31 
 Advertising. 
 
 cm 
 
 Library of Congress 
 Copyright A 119741 
 
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Columbia ®nftif rsfftp 
 
 THE LIBRARIES 
 
 GRADUATE 
 
 SCH(X)L OF BUSINESS 
 
 LIBRARY 
 
POWELL'S 
 
 PRACTICAL 
 
 ADVERTISER 
 
 A Practical Work for Advertising Writers and Business 
 
 Men, with Instruction on Planning, Preparing, 
 
 Placing and Managing Modern Publicity 
 
 By 
 
 GEORGE H. POWELL 
 
 WITH CYCLOPEDIA OF OVER ONE THOUSAND 
 
 USEFUL ADVERTISEMENTS 
 
 1908 
 
 GEORGE H. POWELL 
 NEW YORK 
 
INTENTIONAL SECOND EXPOSURE 
 
 POWELL'S 
 
 PRACTICAL 
 
 ADVERTISER 
 
 A Practical Work for Advertising Writers and Business 
 
 Men, with Instruction on Planning, Preparing, 
 
 Placing and Managing Modern Publicity 
 
 By 
 
 GEORGE H. POWELL 
 
 WITH CYCLOPEDIA OF OVER ONE THOUSAND 
 . USEFUL ADVERTISEMENTS 
 
 1 90S 
 
 GEORGE H. POWELL 
 NEW YORK 
 
 eMBMl 
 
'J 
 
 
 ij^XV^-'^-*-*^ 
 
 ,\y^Ulo 
 
 dvyriflll, 1905 
 
 By GEORGE H. POWELL 
 
 Entered at Stalionert' Hall, Looiioa 
 
 ^ ^ 
 
 ! 
 
 THE GENESEE PRESS 
 
 I THE POST EXPRESS 
 
 • PRINTTNC COMWNYH 
 
 ROCHLSTtU NEW YORK 
 
 By Way of Introduction. 
 
 HURING my professional career as an advertising expert, covering more than fifteen 
 years, including nearly five as an instructor through the Powell Correspondence System, 
 I have had the widest opportunity for noting some of the most marvelous advertising 
 successes, together with the more numerous heartrending failures, and this book will 
 give its readers the benefit so far as a book can. 
 
 It has been estimated that over sixty, some say seventy, per cent, of all advertising is 
 practically so much money wasted, simply because of the dense ignorance of the vast majority of 
 business men, when it comes to profitable publicity. 
 
 In any event, however, there is not a shadow of doubt that millions of dollars are yearly 
 dissipated in advertising with no more practical return than would result from dumping these vast 
 sums of good American money into a giant bon-fire. 
 
 Many of the most successful advertisers — men who have accumulated vast fortunes by doing 
 the right thing most of the time — emphatically declare that advertising is a gamble, even under 
 the most favorable conditions. 
 
 They do not mean, of course, that it is doubtful as to the real efficacy of the right sort of 
 advertising, but that practically every advertiser is apt to commit a serious blunder now and then, 
 and that it is far from being an exact science. 
 
 Without argument at this time, I will only say that the errors in judgment into which a 
 thoroughly experienced advertiser will plunge will be those which no human expertness can avoid, 
 since they must result from contact with unseen and unavoidable stumbling blocks. 
 
 These obstructions to continual success are to be located in the mysteries of periodical circu- 
 lation, which may deceive any man, in National or local events which for the time being kill 
 reading interest, and in the fickleness of human nature. 
 
 As for certainty, I do know that with ability to prepare good advertising copv, plus sufficient 
 business judgment, failures will be few and far between — and no more frequent than in any other 
 business walk. 
 
 Of course, the shore of the stream is strewn with wrecks from every line of endeavor, and 
 mortal man will never be wholly immune from error and self-deception. The biggest winners 
 may make failures, based on a more glaring disregard of fact and reason than any financially weak 
 advertiser would be guilty of— but greater successes hide all discredit, while the one slight mis-slep 
 of a weak beginner may end in blasted hopes and public contempt. 
 
 How important, therefore, that a practical advertising knowledge be obtained by those who 
 aspire to greater business achievement and wealth — by those who are now circumscribed simply 
 because they are ignorant as to the forward and backward movements of the advertising lever that 
 opens and shuts financial valves at just the right time and puts the pressure where it belongs, and 
 without an appreciable loss of power. To pry into the workings, therefore, has been my task. 
 
 In the preparation of this work I have not once lost sight of the practical side, and in con- 
 sequence I feel sure that there isn't a dry page from cover to cover. I have taken up the 
 advertising problem along lines wholly difl^erent from those employed by others, and with what 
 success, I leave to others to say. 
 
 My only regret is that I could not, try as I would, reduce the size of the book, both in the 
 dimension of the pages and their number, but that finely adjusted balance between too much and 
 too little seemed to halt at the last folio of this work, and I feel sure every business man and 
 advertising student will agree that Powell's Practical Advertiser is altogether the greatest guide 
 and elbow book imaginable. ^o ^^ 
 

 f::. 
 
 I 
 
 What Advertising Has Accomplished 
 
 One cannot investigate the marvelous growth of advertising without arriving at one conclus- 
 ion, namely — that it pays thousands of advertisers. 
 
 No other reasoning is possible, since they would not continue to spend the enormous sums 
 of money entailed, unless there was a resulting profit. 
 
 A firm of active young men started a retail drug store in the basement of a New York build- 
 ing, and in a few months had an established trade that was the envy of many an older concern. 
 The show window was always full of attractions; fresh window cards compelled the attention of the 
 regular passer-by, who soon learned that he or she could profit by the brief injunctions. The 
 firms ad's were always brief, but chatty, and worth the minute or two spent in their perusal. 
 These bright fellows simply kept interest hot and they are to-day, about six years after establish- 
 ing, more than well off. 
 
 A young bank clerk in Rochester, N. Y., invented a new scheme in the shape of a practical 
 amateur camera, and from small beginnings he has built up a mighty industry. Every time you 
 see an ad. for the Kodak, upon which fortunes have been expended for publicity, just remember 
 that George Eastman would never have been worth his millions without the constant expenditure 
 of thousands of dollars for telling picture lovers about the superiority of the little machine which 
 really was responsible for the revolution in camera construction. 
 
 Naturally advertising without intelligent business co-operation must be dissipated and wasted; 
 but the man who will bank entirely on a given quantity of newspaper, magazine or other form of 
 publicity, and without either skill in the preparation of copy or nervous energy enough to find out 
 something about the drift of events and competition, and who makes no effort to guide his period- 
 ical space somewhat in accordance with results, deserves no sympathy. 
 
 Advertising has built in a few months a host of paying mail order businesses, and it behooves 
 the new comer to find out the principles that make success possible. 
 
 Advertising has turned a 20 per cent, profit on medicines and specialties inside of sixty days, 
 and it has likewise created established businesses for wide-awake, hustling store keepers all over 
 the country, instead of compelling them to wait years. Business sense plus knowing WHAT 
 to advertise have naturally had something to do with it. 
 
 The manufacturers of a trade-marked shoe for women, at the urgent suggestion of their wide- 
 awake salesmen, who found such chilly receptions among dealers, began advertising in the Ladies' 
 Home Journal of September, 1903, using a four-inch copy for four months. A good catalogue 
 was also mailed to a very large list of dealers throughout the country. The second cover of the 
 catalogue had the four-inch ad. reproduced, with the timely admonition that it would be read in a 
 million homes. To-day these manufacturers are considering plans for a larger factory. 
 
 The day has practically passed when a business policy can be maintained on " letting well 
 enough alone." Investigate the causes of many failures, and you will too often find that aggressive 
 advertising competitors got their " established " businesses away. 
 
 The most difficult form of advertising is, perhaps, for some staple, whose superior merits call 
 for constant reiteration for a long time before the public wake up and purchase in sufficient quan- 
 tity to make the enterprise a great winner. 
 
 But modern methods and skill have rendered it practically unnecessary to squander fortunes 
 in advertising before even paying expenses, and as merchants and manufacturers continue to learn 
 more and more about the great basic principles which make advertising success possible, we may 
 expect still greater marvelous achievements all along the line. 
 
 And in this connection it will be well to bear in mind that in countless instances advertising 
 has paid from 10 to 100 per cent. PER MONTH in net profits. Anything short of a Kim- 
 berly mining claim seems uninteresting in comparison. 
 
f 
 
 Types and Their Use 
 
 Enormous Strides in Type Founding, Study of Effects, 
 Origin of Point System, Measurements and Scales. 
 
 Since the days of Gutenberg, Faust and Schoeffer, the three men credited by history with 
 being responsible for the early development of the movable type about 1436, the art of type 
 founding has been revolutionized many times. 
 
 From the days of hand moulds to the era of casting machines operated by the hand wheel is 
 a long span ; but from the latter to the perfected power machine of 1905, is a mere step. Within 
 ten years, though, the entire operation of the type casting machine has become almost human in 
 its action, and in its present state it will doubtless remain for all time, with possible minor 
 alterations to suit conditions not yet born. 
 
 The perfection of this machine has had a wonderful effect on printing and advertising, because 
 it has reduced foundry cost to a minimum and made possible the bringing out of a hundred new 
 styles of type as against one in the old days. 
 
 But the perfected type caster cannot alone share all the glory of enabling founders to add 
 greater quantities of new styles. The process of making the matrix by machinery has been 
 perfected, so that time, expense and tedious delay have been reduced in a marvelous degree. 
 
 A dozen or more years ago the matrix could only be produced after all the letters and 
 characters had first been cut on so many separate steel punches. To-day an entire series is cut by 
 machinery in a twentieth of the time formerly required. While the cost of type to the printer has 
 not been materially reduced, yet the founders have broadened their policy and gone to enormous 
 added expense in bringing out hundreds of new styles— a constant stream of beautiful effects that 
 are the wonder and admiration of advertisers and lovers of art. 
 
 The life of a new style of type, too, is often problematical, since only " standard " faces can 
 be sure of permanency. Often a new series will be short lived, and the sales almost fail to meet 
 the expense necessary to bring it out. 
 
 To-day the very best artists in the world are sought, and it is nothing uncommon for one of 
 these world celebrities to receive I3000 for merely designing one complete alphabet of a brand 
 new type style ! 
 
 With all this great work on the part of artists and type founders there now seems no reason 
 or excuse for the printer getting along with old selections, or in the advertiser letting him do so. 
 
 Proper typography is a most important part of advertising, and were it better understood 
 there would be less advertising failures by fifty per cent., at least. 
 
 A Study of Type Effects. 
 
 The first thing to understand is that no printer or advertising man in the world knows about 
 or ever saw, a hundredth of the type styles, that have been produced up to date. 
 
 More than that, it isn't necessary. Memorizing names is about as useless as committing all 
 the words in the dictionary. 
 
 The new ad. writer merely gets posted on the late, up-to-date, and the more common 
 standard types.' The type founders will continue to turn out new creations in bewildering 
 confusion, and their specimen sheets can be procured at any time. 
 
 I have reproduced herewith certain standard specimens of type, together with some of the 
 very latest art creations, which are more, even, than is necessary for the study of type. 
 
 ■ 7 
 
8 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 
 Remember, too, that each ad. writer has his own favorite styles, and if possible he will stick 
 to them. A large selection is wholly unnecessary, since many styles are so nearly alike that it 
 would be folly to attempt to use everything. 
 
 Very few styles, therefore, need be relied on at one time. 
 
 The ad. writer will need to know that certain classes of types are indispensable, and I 
 therefore suggest the following : 
 
 Old Style Roman. —The best all-round type for text matter, Caslon, the name of the style 
 in which this text is printed, is good for books, yet it takes more space for small ads. than some 
 other Old Styles. It is pretty safe, however, to mark your copy " O. S. Roman " for the text, 
 giving size if necessary, and trusting to the printer having a proper Old Style, as he is pretty sure 
 to have. Each founder makes from four to ten different Old Styles, which only vary to a 
 limited extent. The body of this book is 12 point Caslon made by the American Type Founders 
 Co., while in the specimen pages following it will be noted that the 12 point Caslon of the Inland 
 Type Foundry has a slightly larger face on same body. One founder — I don't know which one — 
 is sure it adheres to the old Caslon standard, while the other departs from it. 
 
 Unfortunately for exactness, William Caslon's period of usefulness was in force about 1693, 
 so we can't prove anything by him. Incidentally, it will be well to note that types are named after 
 distinguished men who have at one time or another been leaders in type making and printing. 
 All the names of "ye olde" masters of by-gone days have been honored, and there not being 
 enough new men worthy of enduring type-name honors, it has become necessary to give such 
 modern titles as Roycroft, Cheltenham, Avil, Charter Oak, etc. 
 
 Modified Old Style. — A good type like Avil or Cheltenham is a sort of compromise between 
 the regular Old Style Roman and what printers call a "job letter," which is nothing more nor less 
 than a display face, as represented by the more rugged Roycroft, etc. 
 
 Many ad. writers have their text matter set in these heavy job types, and as a result the 
 appearance is clumsy and black. Avil and Cheltenham are fully as heavy as any text matter 
 needs, except in street car cards, etc., when a 48 or 60 point heavy faced type in lower case will 
 be all right. 
 
 But in advertisement text use the Old Style Romans, Avil, etc. 
 
 Display Job Faces. — I am an apostle of exceedingly limited display, because it looks 
 better, and the contrast is sharper and more readable than is possible where every other line is 
 
 displayed. 
 
 The reader will observe that the best department store ads. now use as a rule only one style 
 of display, although several sizes of the series may be utilized. The point to remember is this : 
 With a good Old Style Roman for text matter or even Modern Roman if preferred for daily 
 papers, and say Winchell or Condensed Winchell for the displays, the ad. writer need not call on 
 the printer for another style. 
 
 Very simple, isn't it ? and not only this, but remember that when a newspaper seems to be 
 using Winchell to death in much of its customers' advertisements, then it is about time to insist 
 on something that everybody else hasn't used — Powell, Ben Franklin, Roycroft, or one of the 
 new styles that are constantly coming out, and which are just as suitable. 
 
 The Emphasis of Typofiraphical Effects. 
 
 I take very little stock in modern deductions that have to do with so-called scienrific 
 explanations for certain ads. being winners while others are losers. 
 
 A great deal has been published about the " psychology " of advertising, and while some of 
 its reasonings seem consistent, yet other explanations are more nearly correct, besides being 
 simpler and more readily understood. 
 
 In another part of this work I shall discuss more fully this matter, and I merely allude to it 
 
 TYPES AND THEIR USE. 9 
 
 here, as having a slight bearing on the point. I now wish to take up the importance of typog- 
 raphy in making an ad. conspicuous among its fellows by contrast. 
 
 Every well displayed line that stands out alone and says something of interest is mighty 
 useful in attracting the reader's attention. 
 
 Every striking border that is used with good effect adds wonderfully to the possibility of 
 being seen. 
 
 Therefore, a careful study of typographical possibilities is of paramount importance, since 
 half the pulling power of a transient or occasional ad. may depend on just how inviting the 
 announcement appears. 
 
 The ad. writer should study the various type and border specimens, and numerous talks with 
 his printer will be of value. Often the latter will have something new, and if progressive he can 
 be induced to buy new faces. 
 
 When a new and desirable type is bought, make use of it before it becomes ancient history. 
 
 Remember that your advertising, both ads. and printed literature, is likely to be seen by 
 possible customers, who are also interested in new effects. I recall that my first new border 
 design that I used in magazine ads. was so unique that business men and advertisers all over the 
 country had their printers trying to buy it, but only one type founder could supply the informa- 
 tion because I had a private matrix made for my exclusive use at an expense of about $50.00, and 
 no one else could buy this particular border. 
 
 The emphasis of this typographical effect was marked, and especially as at that time borders 
 were seldom used, and what did exist were of the most inconspicuous sort. 
 
 Certain department stores have had type of original design made for their exclusive use, and 
 it shows the value properiy placed on exclusiveness. 
 
 An important advertiser in almost any city can induce the daily papers to buy type for his 
 exclusive use, or if not wholly, he can at least have it exclusive so far as competitors or other 
 large advertisers are concerned. 
 
 The main thing, however, is to first attain typographical perfection and then have as few 
 other ads. as possible set in the same styles. 
 
 The small advertiser can often afford to buy for his own use one or two new styles with the 
 understanding that they are to be used on no other ad. Say you run a five-inch single column 
 ad. and want the text set in 12 point Avil, with the display in 24 point Avil, using a three line 
 paragraph set in the latter, which gives an exceedingly simple, chaste effect. The cost of these 
 two sizes in sufficient quantity would not exceed $10.00 and think what you would get, especially 
 if you ran an outline illustration over the paragraph in 24 point. 
 
 Avil above 10 point is a splendid letter for text in ads., but it is rather too ornate below this 
 size. Cheltenham or regular Old Style Roman in 6 or 8 point will be much more effecrive. 
 
 These expressions on exclusiveness are not so pertinent in National or Magazine Adver- 
 tising, because for their use the advertiser usually has an artist make some new monthly or weekly 
 design, for the purpose of having a plate or engraving that is beyond imitation or duplicarion by 
 others. 
 
 In printed literature, exclusiveness in type is of less importance, because good composition, 
 good paper and good press work result in a product that will secure the recipient's attention. 
 
 The printers of America are progressing, and many of them are conducing veritable art 
 shops, and employing printers of marked ability, but they are in a vast minority, and advertisers 
 owe it to themselves to insist on modern effects. 
 
 One of the most famous type founders in the country recently said to me, "We are paying 
 out big money every month getting up high class effects in printed specimens of our new styles 
 simply for educating the printers. The great majority of them seem be as desritute of ideas as' 
 they were a dozen years ago.'* 
 
 ! 
 

 10 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 Therefore, the ad. writer and advertiser must lay out the plans for effective advertising, just 
 as the architect must plan the home, if striking effects are wanted. 
 
 And lastly, under this head, I will again remind ad. writers that the type founders, whose 
 productions are herewith shown, will from time to time be glad to send them new specimen sheets. 
 
 Orifiin of the Point System. 
 
 While no particular reason attaches to the name a type series may have — it being given 
 simply as a person or a street is given a name to distinguish it from others — yet the sizes such as 
 lo point, 12 point, etc., do possess characteristics that the ad. writer should know about. 
 
 For one thing this knowledge will set the mind at rest as to "what it all means," and for 
 another thing it will show how type making has at last reached a scientific standard. 
 
 First closely examine the table below, which gives the names of the old bodies and their new 
 designation by points : 
 
 The American Point System. 
 
 3 yi Point Brilliant. 
 
 4j4 " Diamond. 
 
 5 «* Pearl. 
 
 S}i " Agate. 
 
 6 •' Nonpareil. 
 
 7 •• Minion. 
 
 8 V «' Brevier. 
 
 9 " Bourgeois. 
 
 10 " Long Primer. 
 
 11 •« Small Pica. 
 
 1 2 Point . . . 
 
 . . .Pica. 
 
 
 30 
 
 Point . . . 
 
 . . . 5-li 
 
 14 •' ... 
 
 . . . English or z-linc \! 
 
 inion 
 
 32 
 
 <( 
 
 ...4-1 
 
 i> •• ... 
 
 . . . 3 -line Pearl. 
 
 
 36 
 
 < « 
 
 ...3-l> 
 
 16 •• . . . 
 
 . , . 2 -line Brevier. 
 
 
 40 
 
 < ( 
 
 . . . 2-li 
 
 18 •• ... 
 
 . . . Great Primer. 
 
 
 42 
 
 i f 
 
 ...7-li 
 
 20 " ... 
 
 . . Paragon or 2 -line 
 
 Long 
 
 44 
 
 << 
 
 ...4-li 
 
 
 Primer. 
 
 
 48 
 
 << 
 
 ...4-l> 
 
 22 " ... 
 
 2-line Small Pica. 
 
 
 54 
 
 << 
 
 ...9-1 
 
 24 •« ... 
 
 . . . 2 -line Pica. 
 
 
 60 
 
 « t 
 
 ...5-1 
 
 28 " ... 
 
 , . . 2-Iine English. 
 
 
 7» 
 
 << 
 
 ...6-1 
 
 ne Nonpareil. 
 
 nc Brevier. 
 
 ne Great Primer. 
 
 ne Paragon. 
 
 ne Nonpareil. 
 
 ne Small Pica. 
 
 ne Pica. 
 
 ne Nonpareil. 
 
 ne Pica. 
 
 ne Pica. 
 
 Just what connection the old names for sizes had is not clear, but a more important feature 
 is the fact that in the old days the various type founders, although using the same designations 
 from Brilliant up, did not make type of a uniform standard body. 
 
 This slight variation caused printers much trouble and annoyance, where two or more 
 different products were combined in composition. The Boston Type Foundry, for example, did 
 not agree with the Dickinson Foundry, a Pica body of the former being fuller than that of the 
 latter. Compositors were, therefore, obliged to build up with thin card board or paper strips so 
 the matter could be locked up securely for the press. 
 
 Many conferences between the various type founders in all parts of the country — practically 
 all varying in most of the body standards — accomplished little. Each claimed that his standard 
 was the real thing, and therefore he couldn't change, but was perfectly willing that the others 
 should adopt his scale. 
 
 iiiiiiii 
 
 The above shows the actual depth of the principal type bodies. The nicks are for the printer's guidance in type setting — 
 they always face out when propcriy composed. The variations in number of nicks are merely to show at a glance type of same 
 «ize, but belonging to different styles. The «♦ shoulders" show by the octagonal cut-offs. 
 
 TYPES AND THEIR USE. 
 
 11 
 
 There was no real reason for any such self-congratulation, since not one of these worthies had 
 any scientific standard at all. Great Primer was about a stiff cardboard shy of three Nonpareils, 
 so the compositor couldn't set even one founder's type without more or less patching of the 
 combined larger sizes. 
 
 One day after the great Chicago fire had laid in ruins the founders' plants, Marder, Luse & 
 Co. then determined to begin all over by creating a " Multiple Standard," whereby the glaring 
 inaccuracies would be overcome. Great Primer was made larger— an exact 3-line Nonpareil. In 
 fact every size, practically, was carefully graded on this plan. 
 
 It was several years after this, however, before the other founders got together and finally 
 adopted the present Point System. Marder, Luse & Co. had in reality done this, although 
 adhering to the old size names. 
 
 To-day, the Point System is supreme and a fixture. As to the basis of point science, it 
 probably has no more significance than the fact that a beginning must be made somewhere and 
 Pica, the famous old size, was selected for the making of unit points. 
 
 The new system was not absolutely perfect in theory though, since from time immemorial 
 the basis of the advertising measure has been « fourteen Agate lines to the inch." With 72 points 
 for I inch (6 Pica or 12 Nonpareil lines), and the old Agate being converted into s'A point, it is 
 evident that to-day fourteen lines of the latter equal 77 points, or five points more than one inch. 
 This really does not affect the science and utility of the present Point Svstem, yet it does 
 mean that the Newspaper using the Modern Agate, now called s'A point, and calling fourteen 
 such lines one inch, will give slightly more than one full inch of space. 
 
 Of course, all this has to do only with depth of body, and in measuring down the column, 
 line by line. The width of a column is not involved. 
 
 Syi point type (old agate) is used by most daily papers for classified ads, viz.: 
 
 With the regular display advertising, not "classified," 
 fourteen divisions to the inch is the rule. An ad. occu- 
 pying one inch is, therefore, charged 1 14.00 if the rate 
 is li.oo per line; $28.00 for a two-inch ad. at the same 
 rate, etc. 
 
 The publishers' advertising rules of fourteen lines to the 
 
 inch for measuring regular display or general advertising, must 
 
 necessarily ignore fourteen lines of the new 5 li point agate. 
 
 Since "classified " advertising is charged so much per "count" agate line, it follows that the 
 
 point system gives the classified advertiser a fraction over the inch. Count lines mean the lines 
 
 are counted line for line and not measured. See classified ad. above, and note that the fourteen 
 
 lines are more than one inch deep. 
 
 A Look at Type Anatomy. 
 
 A mere glance at this illustration will make the whole thing clear. A 
 type may be marked 72 point, and yet the student may be confused because 
 the face of the letters seems to be less. The mistake is in thinking that the 
 face of the type shows the full size, but the number of points refers only to 
 the type body as a whole, and not merely the printing face. 
 
 Note in the word " Hyloj " herewith illustrated that the lower case « y " 
 projects downward below the bottom of the cap "H."" This compels the 
 latter letter to occupy less than the full depth of the type body as shown • 
 therefore, where there is lower case with caps in any series the face of most of the caps will not 
 show the full point body— and the point size refers only to the body on which the printing face 
 IS cast. ^ ° 
 
 F.\MIL\ lonvinK rily must hoH this woek. re- 
 (?nr<ne«8 of pru-c, maKtiiflcent «.-i75 WliooliT ii|>- 
 riKlit cabinet Krnnd I'iano. in perfect conditiim 
 08 now la-it November ; beautiful carved riiii- 
 hosrany case, without mar or blemiHh ; very HWiet 
 tone and Hympathetic aofion ; rttudeni'« practice 
 rnuffler;alllateHtimprovenicntH: fully warranted 
 for ten years by maker; must be se-n to l>e ap- 
 preciated, as piano Hpeaks for itself; will aacri- 
 lice for less than on»"-third, »17j. including Ktool, 
 for quick cash, as must be Hold immediately be- 
 fore leaviiiK; a grand chance for any one desirinB 
 beautiful Instrument. Call residence, » West 
 4."ith, near .lih a v. 
 
12 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 A brief understanding of certain type characteristics may prove of interest, althor'^h not of 
 any real value, perhaps, as all the ad. writer needs to know, technically, is enough about styles and 
 sizes to be able to select suitable display and text type and mark same for the printer's guidance. 
 
 Lon^ Letters, so called, fill the full depth of the body, and are both ascending and descend- 
 ing, such as Q and J. 
 
 Short Letters have the face cast on the middle of the body (founders call it the " shank), 
 such as a, c, m, n, o, etc. 
 
 Ascending Letters are all the caps of Roman and Italic, and most of the display or job 
 styles — also the lower case b, d, f, h, i, k, I, etc. 
 
 Descending Letters are g, p, q and y. 
 
 A Font or Fount means a complete assortment of one size of type; for example, lo point 
 Roycroft. This and all display or job types come with a properly apportioned number of each 
 letter of the alphabet and punctuation marks or points, and usually figures. 
 
 A Roman series contains the complete characters, many of which are useful only in books, 
 etc., where reference marks are needed ; viz.: 
 
 CAPITALS, SMALL CAPITALS, lower case, figures i, 2, 3, etc., punctuation points, the 
 comma (,), semi-colon (;), colon (:), period or full-point (.), interrogation (?) and mark of admira- 
 tion or exclamation (!), apostrophe ('), brackets [], parenthesis ( ), hyphen (-), dash ( — ). 
 
 The references are the asterisk (*), dagger (f), double dagger ({), section (§), parallel (||), 
 paragraph (^). Roman type also can be furnished with accented letters, which are seldom used. 
 
 Display or job type does not require more than the regular punctuation points and figures, 
 yet modern artists often design new styles with original, though unclassified, characters, such as a 
 lower case i with two dots in Winchell, etc. 
 
 The word "font" refers to a display or job assortment of type and a small assortment of 
 Roman. The word " fount " alludes to a large assortment of Roman, usually several hundred 
 pounds. " Font," however, is the term generally used. 
 
 The Type Measure — 
 
 Ai.l%W.MIMIJijJIJJIJ 
 
 ft 'I 
 
 ^ . I ! I M 1 1 1 1 1 1 1 1 11 III I m 1 1 1 1 1 1 1 1 1 1 1 M MM 
 
 -2 - - 
 
 The illustration herewith shown needs little explanation. Measure from top of first type 
 line to the bottom of last line — always down the column. To find the total lines in a page, find 
 the number of lines in one column and then multiply by the number of columns on the page. 
 
 Column Widths. 
 
 The regular, standard newspaper column is 13 ems Pica (12 pt.), or 2% inches, in width. 
 The Saturday Evening Post, Ladies' Home Journal, Leslie's Weekly and many of the National 
 weeklies are i^H ems Pica (12 point) or 2^^ inches in width. Magazine columns are generally 
 16 ems Pica (12 point) or 2 5^ inches in width. 
 
 Ad. writers will note that there is no single standard width, each publication adopting what- 
 ever suits its own notion. 
 
 In making Electrotypes of ads. intended for many publications, as is customary with large 
 National advertisers, it is considered best to divide widths into classes as follows : Daily and 
 country weekly papers should have ads. set about 2}i inches wide, as a few publishers use a 
 narrower measure than this; for double column ads. in this class, 4^/^ inches wide will be safe. 
 National publications of the Saturday Evening Post class usually have wider columns than dailies 
 and ordinary weeklies, and the copy furnished is generally diflferent. Of course, the narrower 
 measure can be run in the Post class, but if the space used is of respectable size, it is best to 
 
 TYPES AND THEIR USE. 13 
 
 prepare especially. Double column Post standard is about 4% inches in width. Magazines are 
 practically all al.ke-2S^ single column width and sH inches for full page width of two columns. 
 Lertam publications may at times call for special widths. 
 
 It seems hardly necessary to say that the reason why the double column width is greater 
 proportionately than the single, is owing to the fact that a column rule or blank space divides the 
 two columns, and consequently this is included in the wider measure. 
 
 The Meaninii of "Ems Pica." 
 
 A Pica (12 point) "Em" represents a square of this size body, and if a measure is 13 ems 
 It, of course, means that thirteen of these just fill one line. The square "Em quad" or blank 
 type IS the standard, and not the space of the capital M, as is often supposed. Many a capital M 
 IS not on a square body, as is the case in Roman type, but the name " M quad" was given because 
 the capital Roman "M" was almost square. 
 
 The ad. writer should note that a column width may be 13 ems Pica, but alone it has no 
 particular significance. For example, suppose 8-point Roman is being set 13 ems Pica (12 point) 
 wide. Now there would be a greater number of 8 point ems than 13— in fact ig^. 
 
 Practically nothing is to be gained in giving here elaborate tables of use only to the printer 
 Certain facts, however, will be instructive. 
 
 While the advertiser who wants to estimate the cost of a book or pamphlet will save himself 
 much worry by submitting his work to one or more printers for " estimates," yet some idea as to 
 the basis of figuring may prove interesting. There is, however, no sense in wasting time getting 
 up these estimates yourself, when a pretty complete business-printing education gained through 
 years ot experience is necessary. ^ 
 
 Two or more printers will never fail to protect you on price. Competition is too keen, and 
 besides, after all, they make prices— not you. 
 
 Cost of "Straight" Composition Without Display. 
 
 Advertisements and regular display type composition are not subject to any set scale of prices 
 Besides publishers naturally charge nothing for putting their advertisers' announcements in type 
 But in book work the printer generally charges the straight composition, or text matter, at so much 
 per 1,000 ems" of the body of the type used. 
 
 The following table gives the number of ems in the various sizes of type, on a basis of i- 
 ems Pica (12 point) width. Printers charge from 50c. to 70c. per 1,000 ems of plain tvpe 
 composition. ^ • ^ 
 
 Table of Estimates. 
 
 Showing the number of ems of the different sizes of newspaper type in a line, the number of lines necessary to make 1 000 
 ems and the length m mches ; the number of ems in the regular lengths of columns, and the number ofTeads?equirTd There 
 are 66 13-em 2-pomt leads m one pound. 'cijuirca. 1 acre 
 
 Estimated on Width of Standard Column, 1 3 Ems Pica. 
 
 Number ems in line 
 
 Number lines in 1,000 ems .... 
 Number inches in 1,000 ems 
 4-Column Folio or Quarto \ / 
 
 5-Colunin Folio or Quartol Number ems) 
 6-Column Folio or Quarto [ in column 
 7-Column Folio or Quarto) 
 8-Column Folio, number ems in column 
 9-Column Folio, number ems in column 
 2-Pomt Leads in 1,000 ems of leaded matter 
 Weight of 2-Point Leads in 1,000 ems of leaded matter 
 Weight of 2-Point Leads needed to lead 1,000 ems of 
 solid matter 
 
 S}i Point 
 
 I 
 
14 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 Wo 
 
 ds 10 
 
 Words to 1 
 
 Sq. 
 
 In. 
 
 Sq. 
 
 In. 
 
 1 8 Point, solid . 
 
 7 
 
 9 Point, leaded . 
 
 21 
 
 14 Point, solid . 
 
 1 1 
 
 8 Point, solid . . 
 
 3» 
 
 I a Point, solid . . 
 
 14 
 
 8 Point, leaded . . 
 
 23 
 
 12 Point, leaded 
 
 1 1 
 
 7 Point, solid . 
 
 l8 
 
 1 1 Point, solid . . 
 
 17 
 
 7 Point, leaded . 
 
 17 
 
 11 Point, leaded . 
 
 >4 
 
 6 Point, solid . 
 
 47 
 
 10 Point, solid . . 
 
 21 
 
 6 Point, leaded . 
 
 34 
 
 lo Point, leaded • 
 
 16 
 
 5 Point, solid . . 
 
 69 
 
 9 Point, solid . 
 
 28 
 
 5 Point, leaded . 
 
 • 50 
 
 " Leaded," as here 
 
 used, 
 
 means an opening of 
 
 lines 
 
 with z-point leads. 
 
 
 
 
 Number of Words Required to Fill Given Space. 
 
 Ad. writers are often puzzled to decide how much can be written and got into a certain 
 amount of type space. 
 
 The best way is to get at the approximate number of square inches to be allotted to the body 
 or text, and then a glance at the following table will practically settle the matter. 
 
 This applies only to regular Roman body matter, and not to heavier-faced type like Chelten- 
 ham or other styles of varying thickness. In estimating on the latter it is always safe to count 
 the number of words in a square inch. 
 
 Number of Words, Approximately, Per Square Inch. 
 
 In determining the square inches, no absolute ex- 
 actness is necessary. Often a fractional part of an 
 inch may bother, especially where the space is com- 
 paratively small, and in such case always underestimate 
 rather than write too much. The table just given is 
 based on matter calling for a limited number of para- 
 graphs. In matter like the chatty style where there 
 is much paragraphing it is safe to deduct from 10 to 
 25 per cent, of the wording so as to not be under the 
 necessity of re-writing copy after it is once in type. 
 Booklet and other work generally require some additional matter being written, if the rule of 
 not over-writing is observed. This is also no uncommon occurrence in large ads., and the largest 
 department stores generally have their own composing room, so that their large copy goes to the 
 several newspapers complete, and it is often given them so late that there is no time left for 
 " fixing." 
 
 Of course display composition cannot be figured except by general average, which is com- 
 paratively easy, at so much per hour — say 60c. 
 
 How to Ascertain the Quantity of Body Type Required. 
 
 To ascertain the quantity of plain type required for any class of composition — newspapers, 
 magazines or other work, find the number of square inches to be filled, and divide the same by 4, 
 and the quotient will be the approximate weight in pounds. As it is impossible to set the cases 
 of type entirely clear — or "skin it" — it is advisable to allow from 25 per cent, to large fonts, and 
 even more to small ones, for "dead matter." 
 
 For example: 72 square inches of space require 18 lbs. of body type, any size, to fill. 
 When sold by the pound nothing less than 25 lbs. is put up at the pound price, and this would 
 be more than ample for the 72 square inches. As most ad. work has much paragraphing, it is 
 safe to figure without much extra allowance. One-fourth of the total square inches is, therefore, 
 a good net basis. 
 
 About Estimates. 
 
 As stated, publishers charge nothing extra for putting ads. in type, and in booklet and job 
 work the printer figures prices to include composition, press work, binding, etc., therefore the 
 table of estimates, price of composition, etc., are hardly practical from the ad. writer's standpoint, 
 but as many are anxious for these details, I have included them herewith. 
 
 My advice to the ad. writer is to get the printer to do all figuring. A booklet dummy, for 
 example, tcan show the cut arrangement, table or rule work, etc., which is not to be plain 
 composition. 
 
 TYPES AND THEIR USE. 
 
 15 
 
 Price List of Job Display Type of One 
 
 Body and Face, Ordered at One Time. 
 
 In Fonts of 23 and 50 Pounds, 
 
 Per Pound : 
 
 Price List of Type. 
 
 fn fl'"'''lTu''''° ^f'" '^"'' ^^^^«'«^"^^"f^ «-t "P in exclusive type may not always be able 
 toget the publisher to buy a certain style for their sole use. In this event, it may be well to buy 
 
 the type. For example, a druggist may be using a six- 
 mch single column space, and want the body or text, 
 occupying say four inches, to be set in 12 point Avil.' 
 A small regular font, or possibly two fonts, may be 
 ample, but if the text space is more— 60 or 70 inches- 
 then the type should be purchased in quantity by the 
 pound. The accompanying table gives the price, 
 although it may change from time to time. 
 
 Sizes larger than 30 point, minimum quantity, 50 
 pounds. 
 
 In quantities of 100 pounds and over, job type 
 
 5-Point, . 
 
 S^ -Point, 
 
 6- Point, . 
 
 7- Point, . 
 
 8-Point, . 
 
 9- Point, . 
 lo-Point, . 
 1 1 -Point, . 
 I 2- Point, . 
 
 . . $1 
 
 80 
 
 . . I 
 . . I 
 
 ■ 44 
 .16 
 
 . . I 
 
 .00 
 
 
 .90 
 
 .80 
 
 
 • 74 
 .70 
 .66 
 
 1 4- Point, 
 16-Point, 
 1 8- Point, 
 20- Point, 
 24- Point, 
 30-Point, 
 36-Point, 
 42- Point, 
 Larger, . 
 
 ^0.62 
 .60 
 .60 
 .60 
 .56 
 .56 
 .56 
 •54 
 ■54 
 
 and job type figures are sold at reduced prices. 
 
 The cost of Roman type is less per pound, as follows : 
 
 ^""^ce List of Roman Body Type and Spaces. 
 
 BODY. 
 
 5 -Point . 
 V'l- -Point 
 6- Point . 
 7 -Point . 
 8 -Point . 
 
 psr pound 
 
 25 pounds 
 
 ' 500 pounds 
 
 to 
 
 1 to 
 
 500 pounds 
 
 1000 pounds 
 
 $t.20 
 
 $1.15 
 
 •74 
 
 .72 
 
 .64 
 
 .62 
 
 .56 
 
 •54 
 
 .52 
 
 .50 
 
 1000 
 
 pounds and 
 
 over 
 
 $1.10 
 
 .71 
 .61 
 
 •53 
 •49 
 
 BODV. 
 
 9-Point . 
 lo-Point . 
 I I -Point. . 
 I 2. Point. . 
 14-Pt. to 24-Pt. 
 
 25 pounds 
 
 to 
 500 pounds 
 
 500 pounds 1000 
 
 to pounds and 
 
 1000 pounds over 
 
 inclusive 
 
 $0.48 
 .46 
 
 •44 
 .42 
 
 .40 
 
 Jo.46 
 
 •44 
 •42 
 
 .40 
 .40 
 
 $0.45 
 
 •43 
 
 •4i 
 
 .40 
 
 .40 
 
 30 Point and larger, at Job-type prices. 
 
 Spaces and quads for all sizes larger than 24 Point, 40 cents per pound. 
 
 Special prices on quantities of 2000 pounds and over. 
 
 Roman and German body type is put up in fonts of 25 pounds, and multiples of 25 pounds. 
 
 Italics and some specially condensed faces cost even more. Founders will quote on request. 
 
 Table of Standard Sizes of Newspapers. 
 
 co^.Jt\'f:::V?j!;:. "'"'" '"^ or newspapers adopted by the auxiliary or <^ patent inside" printers. 
 
 The width of 
 
 Size of Paper. 
 
 5-Column Folio 
 6-Column Folio 
 7-Column Folio 
 8-Column Folio 
 9-Column Folio 
 4-Column Quarto 
 5 -Column Quarto 
 6-Column Quarto 
 7-Column Quarto 
 
 20 X 26 inches 
 22 X 3 I inches 
 24 X 35 inches 
 26 X 40 inches 
 28 X 44 inches 
 22 X 31 inches 
 26 X 40 inches 
 30 X 44 inches 
 35 X 48 inches 
 
 Column Rule. 
 
 '934 
 
 213^ 
 
 2334 
 26 
 
 •3M 
 
 •734 
 
 213/ 
 
 nches 
 nches 
 nches 
 nches 
 nches 
 nches 
 nches 
 nches 
 nches 
 
 The column rule, multiplied by 14 lines per inch, gives number of lines per column. 
 
Cyclopedia of Advertising 
 and Printing Technique. 
 
 Useful to Those Who Want to Know the Little Details, 
 = Whether Important or Otherwise. 
 
 
 Ad. or Adv. — Advertisement. 
 
 Ascending Letters — Letters ascending into the upper 
 shoulder, viz.: b, d, 1, etc. 
 
 Advertising Agent — Often called ••broker." One 
 who places advertising contracts with the publisher. He is 
 a sort of a middle man who brings advertisers and publishers 
 together, and is allowed a commission by publishers, varying 
 from lo to 25 per cent. 
 
 Large publishers will allow no commission to any agent 
 who is not "recognized" by a publishers' association, or 
 who does not have at least three clients' advertising to care 
 for. Some large advertising agents employ many ad. writers 
 for the benefit of their patrons. 
 
 Advertising Solicitor — One who canvasses for a pub- 
 lisher or advertising agency. He or she is paid either a 
 stated salary or commission. The solicitor of a representative 
 agency generally gets about one-third the profit charged 
 customers — 5 per cent, where the agency does business on a 
 1 5 per cent, basis, etc. 
 
 Advertising Manager — One who is employed to write, 
 place and manage the publicity of the large advertiser. This 
 term also applies to those who have charge of the advertising 
 solicitors of a publication, and of all details, such as cor- 
 respondence, rate making, etc. 
 
 Bastard Type — Type with a face larger or smaller than 
 its regular body ; as 6 point on 8 point body, or vice versa. 
 
 Break Line — A short line that doesn't fill full width of 
 measure. 
 
 Blank Space — Usually refers to the white space between 
 display lines, cuts, etc. The printer arranges it without 
 instruction, unless the ad. writer wishes to produce some 
 particular effect by an abnormal use of blank or white space, 
 in which case he gives explicit directions by arrangement on 
 his •• lay out," See "White Line." 
 
 Brass Rule — Thin strips of brass, type high, having 
 single, wave or double lines cut on the face. Fancy effects, 
 like a border, are also occasionally produced. 
 
 Booklet — Applied to small pamphlets with paper covers. 
 Often a modified catalogue. Sec •• Primer." 
 
 Body Type — Applied to type used for the text of an 
 ad., such as Roman, either Old Style or Modern. Chelten- 
 ham, Avil, etc., are also called body type when used for 
 that purpose. 
 
 Cancelled Figures — Figures cast with a line across the 
 face. 
 
 Casting Off — Estimating how many pages a certain 
 amount of copy will make in type. 
 
 Clean Proof — One with few errors. 
 
 Close Matter — Mostly solid matter with few break lines. 
 
 Corrections — The alterations or errors marked on a proof. 
 
 Cut-in Letter — A larger type than the body type, 
 usually an initial letter, adjusted at beginning of the first 
 paragraph of a chapter. 
 
 16 
 
 Coated Book — The finest finished paper for half-tone or 
 very high grade printing. 
 
 Cut-in Note — A note of one or more lines, generally 
 set smaller than the text matter, and justified into the side of 
 a page. 
 
 Column Width — Applies in general to column width. 
 As there are several widths, this term means little, each pub- 
 lisher setting the ads. according to his measure. 
 
 Chase — An iron frame, less than type high, in which 
 forms of type are locked before printing, electrotyping, etc. 
 See •* Imposing." 
 
 Change of Copy — New copy to replace old ad. 
 
 Caps — Capital letters. 
 
 Circulation — Relates to the number of copies of the 
 publication that are printed and circulated. Where news 
 dealers are privileged to return unsold magazines, papers, 
 etc., they must be deducted before an honest statement can 
 be given. 
 
 Caption — The display or title proper belonging to an 
 illustration or text. 
 
 Card — Refers to small ads. that have little, if anything, 
 save name, business and address of some professional man, 
 who may be bound by certain ethics to nothing more — 
 physicians for example ; also refers to street car cards, con- 
 taining ads. See •• Mailing Card." 
 
 Composition — The setting of type into words, and 
 arranging the same into lines. Printers' ink rollers also are 
 made from a glue, molasses and glycerine ** composition." 
 
 Cur — An illustration of any kind. 
 
 Catch Line — Not display as is sometimes thought, but 
 words which connect two larger display lines, viz. : Grand 
 Picnic "of the" Home Guard. See "Display." 
 
 Composing Stick — A steel instrument for type setting. 
 
 Catch Phrase — A term applied to catchy words that 
 have a happy connection with a title, viz.: Kodak Cameras 
 — •• You press the button, we do the rest." This is prob- 
 ably the most famous catch prase ever coined. Other good 
 ones, Victor Bicyles ••make the pace;" Van Houten's 
 Cocoa, "best and goes farthest." 
 
 D— Daily. 
 
 Descending Letters — Letters that go down into the 
 shoulders of the body ; as g, j, p, etc. 
 
 Devil — Errand boy of a printing office. 
 
 Dead Matter — Set type that is not to be again used. 
 
 Distributinc — Returning types to their various boxes. 
 
 Display — Setting copy in job or display faces, such as 
 Ben Franklin, Roycroft, etc. Caps of Roman spaced out 
 is also sometimes called displaying. 
 
 Drive Out — To force out a word in a line by extra 
 spacing between words. This is sometimes advisable where 
 two or three lines have divided words, which show hyphens 
 (-) massed together. See ••Keep in." 
 
 cyclopedia of advertising and printing technique. 
 
 V 
 
 Dished— A defect in electrotyped plates, or the center 
 of a letter being lower than its edges. 
 
 rcf.^^T^T'' °u ' ^'*?rT'''^'' P=*«" ^° =» ^°™- Also 
 reersto half a sheet of book paper, 19x25 inches, folded 
 into I 2 leaves or 24 pages. 
 
 DuMMY—Applied to a blank booklet or pamphlet, usually 
 trimmed the actual size of prospective work. Should be to 
 the printer what an architect's plans are to the builder. 
 Proofs of all engravings and illustrations should be pasted in 
 and the display heads ought to be pen or pencil lettered to 
 mdicate approximate location, etc. A dummy is practically 
 a book ••layout." See •« Lay Out." F^^caiiy 
 
 columns!"" ^°'-""''-^''«" "« '« occupy two single 
 
 DEscRiPTiON-That part of an ad. which relates to 
 description of goods. 
 
 Double Leaded— Type spaced out between the lines by 
 use of two 2-point leads instead of one lead. 
 Em — The square body of a type. 
 En — Half the dimensions of the «'em." 
 
 n,„ ^7\P^f-The 2d, 4th, 6th, or any even-numbered 
 page of a book. 
 
 Electro or Electrotype-A duplicate printing plate, 
 type high, made by first taking a wax impression of type 
 or cut matter which is later treated to a process which pro- 
 duces a thin copper film in the wax mould. This film is 
 removed from the wax and is called a ••Shell," which is 
 filled with a cheap white metal. The printing contact being 
 on his ranforced copper surface, it matters little about the 
 quality of the ••filler," which merely gives strength. An 
 Electro is distmguished from an original copper plate by the 
 fact that the latter is soiid copper, while the former shows the 
 white metal backing. Good Electrotypes are generally good 
 tor 50,000 to 100,000 impressions. 
 
 Etching— An engraving made from a sketch by the photo 
 process-usually on zinc, although copper gives a finer print- 
 ing surface and costs more. Where a plate is to be made 
 from a pen-and-ink drawing and a photo or brush drawing 
 one way ,s to make a zinc etching and a half-tone separately ' 
 afterwards inserting the latter into the blank space left vacan't 
 m the etching. A better job, however, is produced by 
 making both the etching and half-tone on one copperplate, 
 which is called a •• combination." See " Half-Tone." 
 
 E. O. D.— Means an ad. is to run every other day. 
 
 E. O. W.— Means every other week. 
 
 Folio— Two pages to a form. Also refers to the running 
 numbers of the pages in books. 
 
 Form— The page or type matter when imposed in a 
 chase for printing or electrotyping. 
 
 FAT—Poetry and leaded type matter which is rapidly 
 set, owing to the large amount of blank space which the 
 compositor fills up with quads and spaces. 
 
 Fat Face— Type that is broad stemmed. 
 
 Foot NoTE-Matter usually set in type smaller than the 
 text and placed at the bottom of the page with a reference 
 mark. 
 
 _ _ Flat Rate— Applies to publications having one adver- 
 tising rate, without discounts for larger space or long time 
 contracts. = r b """= 
 
 Foul Proof— One with many errors marked in it. 
 
 Foreign AovERTisiNG-The ad. of a concern located in 
 some p ace other than the one where the publication is issued 
 Generally understood to be a general advertiser not doing a 
 local business. * 
 
 Full Face_A type of bolder face than Roman. An 
 old series ,s called ••Full Face," which is practically a very 
 heavy, black edition of Roman, yet now seldom used, the 
 more modern display styles taking its place. 
 
 Font or Fount— A complete assortment of type. 
 
 I.^ ^^f"V7j^ ^''''' °' '^°^*'° "»>'' ^«h "«^<: »"d head 
 ledges for^ holding type when composed. The compositor 
 dumps his composing stick on the galley. 
 
 .alle?''"7/r'''~^ proof taken of the type when on the 
 galley and before it is ••made up" into pages or "locked 
 up m the chase for printing. This enables the printer to 
 correct errors without loss of time. 
 Get In — To set type close. 
 
 Hanging Indention— Where successive lines are set-in 
 
 an •• em or more beyond the first line, just as this 
 
 explanation of the hanging indention is set. I do 
 
 not hke this as a rule as well as the regular paragraph. 
 
 Hell— A printing office receptacle, usually an old box 
 
 Trown '''°™ °"'' ^'""'"'^ '"'^ ^'°'''" '>P' "'^ ^"^ "^ 
 Heading— Refers to the display at head of ad. 
 
 photograph or brush drawing. A half tone can also be 
 made from a pen sketch. 
 
 Handling an Account— An advertising agency term 
 referring to doing business for the advertiser. ^ ^ ' ' 
 
 chase**''°'"'°~'^'''"^'"^ '"'^ ^"^^""^ "P ' ^°™ ^^'yP* »" * 
 
 Imprint— The name of printer or publisher appended to 
 jobs or title pages. Also means name and addre« of the 
 advertiser at bottom of the ad. 
 
 Inferior LETTERs-Small letters cast near the bottom of 
 the body, as a. b, c, etc. See •• Superior Letters. ' ' 
 
 Insert_A printed sheet or sheets mserted between the 
 regular pages of a publication or book. Colored inserts from 
 two pages up m a magazine are like preferred position on 
 account of greater prominence. Publishers quote special 
 prices on such advertising. ^ ^ 
 
 Indention -A blank space at beginning of paragraph 
 usually an •• em " quad. See •• Han^ng Indention.'' 
 
 iNTRODucTioN-The first text matter in an ad. which is 
 couched in a more or less earnest or flowery stvle to interest 
 readers and get them to read the description and other features. 
 Justifying— Spacing out lines accurately, so each is 
 practically the same width, otherwise the printer could not 
 exert an equal locking pressure in the chase. 
 
 Keep In— To crowd in as many words as possible in the 
 ime, by thm spacing between words. See ••Drive Out." 
 
 Leaders— ( )— Dots or hyphens placed at inter- 
 
 vals of one or more ems to guide the eye across a wide open 
 space, usually to figures. ^ 
 
 ,n^ ^'^''JT^u '" ''"P' °^ '""'' "'' '" ^'''"O"^ thicknesses 
 and quad high to separate lines of type. The thickness 
 usually used is 2 pomt, formerly called •• six-to-Pica." 
 
 Lean — Close and solid matter. 
 
 Lean TypE—Light, thin-faced type. 
 
 Ligatures or Ix,gotypes_Two or more letters cast on 
 the same shank, as fF, ffi, x, ce, etc. 
 
 Lower CASE—Small letters accompanying caps. Also re- 
 fers to a type case in which these letters are kept • ••! r " 
 on copy means lower case. 
 
 Lay OuT-The "dummy" plan of an ad., which 
 shows the prmter just the style wanted. 
 
 
18 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 Matter — Composed type. 
 
 MEASURE--In composition a term that refers to width of 
 a column or page. The type measure, however, is not a 
 term but an instrument for measuring an ad. "down the 
 column. ' ' 
 
 Make-up — To arrange the lines of matter or ads. into 
 pages. 
 
 Ms. OR Mss. — Manuscript. 
 
 Making Ready — Preparing a form on the press for 
 printing. 
 
 Modern Roman— Roman type a trifle heavier in face 
 than "Old Style" and stiffer looking, used chiefly by 
 daily, weekly and monthly publications where great 
 wear is desirable without regard to appearance. This 
 paragraph is set in Modern Roman, and its contrast to 
 the Caslon Old Style is marked. 
 
 Mailing Card — These vary in size and are often elabo- 
 rately printed in colors. A mailing card may be only a copy 
 of an ad. or it may take the form of a series of chatty argu- 
 ments set in large Old Style — from 12 to 24 point size, with 
 illustrations, etc. 
 
 Nicks — Hollows cast in the front of a type to show the 
 compositor how to place it in his stick. Type styles differ- 
 ing but little are cast with nicks of different size to facilitate 
 distribution and prevent mixing. 
 
 Octavo or 8vo. — Eight pages to a form. Also refers 
 to half a sheet of book paper, 19x25, folded into eight leaves 
 or sixteen p>ages. Other designations of book making are : 
 iSmofor 36 pages; 2 4mo for 48 pages. Only one side 
 of the sheet at a time is printed in fine work. 
 
 Odd Page or Folio— The ist, 3d and all uneven- 
 numbered pages. 
 
 Off Its Feet — When matter does not stand upright, it 
 shows half of the letters only, the other half of the face not 
 printing. 
 
 Old Style Roman — Thus named because type of this 
 character is modeled after ideas and styles originated by the 
 old masters of printing hundreds of years ago. Of course, 
 the present letters are vastly more perfect in contour and 
 symmetry than was possible in the days of Caxton, Caslon, 
 Schoeffer and other early founders. No study of type 
 anatomy is complete without noting the graceful tapering of 
 Old Stvle Roman in comparison with Modern Roman, 
 
 Open Matter — Type widely leaded or containing 
 numerous break-lines. 
 
 Out — An omission marked in a proof. 
 
 Objectionable Copy — An ad. that comes under a class 
 refused by certain publications ; viz., a beer ad. intended for 
 the Ladies' Home Journal. 
 
 Pi — Type mixed up promiscuously. 
 
 Point System — The new system of units based on 72 
 points to the inch. 
 
 Preferred Position — Special location of ads. where 
 more readers are likely to see them. This location may be 
 next to reading, a certain cover or other page. By " full 
 position" is understood *«top of column, next to pure 
 reading matter." 
 
 Plates — Refers to process engravings, electrotypes and 
 •tcreotypes for printing. See "Plate Matter." 
 
 Patent Insides and Outsides — Refers to partly printed 
 newspapers. Numerous companies in Boston, New York, 
 Chicago, and other great cities furnish hundreds of small 
 country publishers with any standard size of newspaper from 
 a five-column folio (four pages) up to eight columns ; and 
 ■Iso quarto, or eight-page papers, of from four to six 
 columns. The plan is this: these •« co-operative " pub- 
 
 lishers in their city plants set up stories, poetry and an 
 interesting assortment of miscellaneous articles of interest, and 
 these they make up and print on the first and fourth pages, 
 leaving the second and third pages blank. The country 
 publisher who receives this service sets up the local news for 
 his two or more pages, and as soon as his weekly or month- 
 ly stock of •• ready-print" arrives he proceeds to print his 
 side. Country publishers pay a low rate for the service, 
 which is really better and cheaper than is possible in print- 
 ing "all at home." Of course, this only refers to papers 
 of comparatively small circulation. The co-operative pub- 
 lishers reserve a column or two for ads. which make the low 
 rate possible. The New York Newspaper Union is one of 
 the leading patent inside publishers. See *' Plate Matter." 
 Plate Matter — Many publishers object to "ready- 
 prints," owing to the fact that a large amount of advertising, 
 etc., disarranges the make-up to some extent. Others, too, 
 dislike the name of using "patents" and unquestionably 
 a weekly of substantial circulation and advertising patronage 
 can do better with ready-made plate matter as furnished by 
 the American Press Association, New York. This com- 
 pany sets up the matter the same as the co-operative pub- 
 lishers, but instead of printing, it makes stereotype plates 
 and forwards them to publishers at the rate of $1.00 per six 
 columns of ordinary matter, each 20^ inches in length. 
 Specially illustrated matter ranges from $1.50 to $2.00 per 
 six columns. These plates are thin, and are to be mounted 
 on metal bases which the Association has previously furnished 
 to fit any column length. A saw readily cuts the plate 
 matter to any size, as frequently the publisher wishes to run 
 half a column of plate with the same amount of his own type. 
 This service is very complete, and is a big saving in compo- 
 The large quantity of matter set up affords almost 
 
 sition. 
 
 endless selection, and the merchant who issues a store paper 
 should bear this in mind. If a local newspaper office does 
 his printing, the probability is that the use of this plate 
 matter will cost nothing after the publisher has first used it 
 in his periodical. As a repetition of old matter is not very 
 interesting, my advice is for the advertiser to buy new plates, 
 especially of the comic illustrated sort. Specimen pages are 
 sent out by the Association. 
 
 Primer — A sort of small booklet designed to instruct the 
 reader regarding the elements of superiority of a given 
 product. Any article like a lamp chimney, camera, soap or 
 other product that has really special points of superiority, 
 can derive good from a properly written primer, which 
 should be small size, say 2 ^ or 3 inches wide by 4 or 4^^ 
 inches in depth, and of not more than eight pages set in 
 i2-point Old Style Roman if possible. Illustrauons in out- 
 line, a strong laid or semi-rough white paper, and a rough 
 mustard colored cover with a brief title in type make a 
 good combinadon. Real information in the "chatty" style 
 should be given. The Primer calls for more facts and less 
 "hot air," and above all brevity is the thing to strive for. 
 Illustrations should only be used to instruct. 
 
 Print Paper — The cheapest kind, and used by most 
 daily papers. Wood pulp is the base. 
 
 Quad— A low square blank type, used to indent the 
 first line of a paragraph or fill up blank spaces. 
 
 Quarto — Four pages to a form. A half sheet of book 
 paper, 19x2;, folded into four leaves or eight pages. See 
 Duodecimo, Folio, Octavo, i8mo. 
 
 Rat — A scab printer, who is said to be "ratting" 
 when working in a non-union office where there is a strike. 
 
 Ream — Twenty quires of paper, or 480 sheets. Reams 
 of flat paper, best grades, arc now generally put up 500 
 sheets to the ream. 
 
 CYCLOPEDIA OF ADVERTISING AND PRINTING TECHNIQUE. 
 
 19 
 
 ' 
 
 I 
 
 References— Letters or characters serving to direct the 
 reader s attention to notes at the foot of the page. 
 
 Reading Matter— That which comprises the main por- 
 tion or substance of the ad. or type matter, and being dis- 
 tinct from the display. See "Text." 
 
 Register— To cause the pages in a sheet to print pre- 
 cisely back to back. In a book, where one page shows 
 irrcgulariy in this respect, it is said to be " out of register " 
 and indicates poor press work. In color work the register 
 must be perfect. * 
 
 Revised Proof— The last proof, after corrections have 
 t>een made. 
 
 Reprint CoPY—Copy which consists of printed matter. 
 
 Running Tijle or Head— The title of the book or 
 subject matter placed at the top of the pages. The left 
 hand running title is usually the name of the book— the right 
 hand the name of the chapter head, as may be noted in 
 this book. 
 
 Run-In— Where the compositor has made a short line 
 and then started a new paragraph, and it is desired to com- 
 bine into one paragraph only, the term "run-in" refers to 
 taking as many words of the new paragraph line as are 
 needed, and filling out the last break line. This necessi- 
 tates the alteration of every other line in the paragraph. 
 
 Set Off— Newly printed sheets piled up on the press 
 table sometimes by their weight slightly transfer some of the 
 print to the blank side of the adjoining sheets. This is 
 called "set off" or "offset," and usually results from too 
 much ink and lack of care. Fine booklet and other work 
 often require the "slip sheeting" of common paper between 
 every printed sheet. 
 
 Standing Matter— Ads. and jobs that are to be laid 
 aside for further printing. 
 
 Shank— The metal body upon which the face of the 
 letter is cast. 
 
 Shoulder— The blank surface of the shank of a type not 
 covered by the face of the letter. . ^ 
 
 Side Heads— Display or titles, generally larger or 
 heavier than the text matter, set at side of latter. 
 
 Spaces—Low blank types used to separate words, and 
 less than an "em " or "en " quad. , 
 
 Slug— A thick lead, generally from 6 point up. Where 
 great blank space is to be filled, large semi-hollow quads and 
 metaj furniture arc used. 
 
 S. C. — Means small caps of Roman. 
 
 Solid — Unleaded type. 
 
 Stet — Written on a proof, it means that the word or 
 letter erroneously struck out shall remain— no attention to be 
 given supposed correction. 
 
 Superior Letters— Letters of small face, cast near the 
 top of the line, *' ». etc. 
 
 Stereotype— A duplicate plate of all white metal, used 
 by daily papers mostly, where quick work is essenual. In- 
 ferior to the electrotype and much cheaper. 
 
 S. 8. & C— Book paper with a better surface than 
 
 machine finished and which is " super sized and calendered." 
 
 Short &— Printers call the character (&) the " short 
 
 and. It IS wrong to use it save in firm and corporation 
 
 names and titles. 
 
 Table Work— Matter consisting partly of rules and 
 figures and charged for at greatly increased rates over plain 
 composition. 
 
 Take— Large ads. and book matter are usually divided 
 into several portions, so several compositors can work on it 
 and shorten the time. Each dius gets his "take" of the 
 copy, 
 
 »>. '^"J— The reading part of an ad. See " Reading 
 Matter." ^ 
 
 u ^' /"ir:^^^*^" ^° '" advertising order, which authorizes 
 the publisher to run an ad. "till forbid." 
 
 Upper Case— Capital letters accompanying a lower case 
 font of type. Also refers to a type case in which these Cap 
 letters are kept. The upper case rests on a frame in front ot 
 the compositor, and directly below it rests the lower case 
 which accounts for the names. The lower case is lower and 
 nearer the compositor, since not one cap letter is used to 
 forty of the lower case. 
 
 Wrong Font (marked w. f. on proof)— Means wrong 
 style or size of letter. * 
 
 White Line— A blank line of quads. See "Blank 
 Space." 
 
A. A choice selection from the latest productions of the leading J|^ 
 ^ American type foundries, and especially adapted to advertising 
 
 In studying the use of type— especially display or job faces— it must be borne in mind that 
 the ad. writer only aims to familiarize himself with some of the more desirable styles, and nothing 
 could be farther from the truth than that it is necessary to be posted on all that has been manu- 
 factured within the last fifty years. 
 
 It is no sign of inferior ability to be obliged to confess that you don't know the name of any 
 
 particular style or size. 
 
 With these reassuring remarks, let us begin a brief study of those features really essential. 
 
 Enough has already been said to settle the fact that Old Style Roman is a much cleaner and 
 more artistic body or text type in comparison with Modern Roman, especially for advertisements 
 and all booklet and miscellaneous printed matter. I shall only draw attention here to a few 
 specific uses that the ad. writer ought to know. A four page circular, 8x12, looks well set either 
 in i4p., i6p., i8p. or 2op., Caslon— using caps and lowercase, of course. And this, too, without 
 display, save occasional head or sub-head lines. The latter can be larger sizes of Caslon, or it 
 will be perfectly proper to employ any regular display like Winchell, Ben Franklin, etc. 
 
 Avil or Cheltenham would look well. Imagine a mailing card with one or two strong dis- 
 plays that mean something in combination with i8p. or 24p., Avil, using the larger sizes where 
 the text is not too long. In selecting new type faces bear in mind that the more artistic a type is, 
 the more likely it is that the smaller sizes— 6p. to 8p.— will not show up so clearly as a plain Old 
 Style Roman. For advertisements, therefore, I prefer 6p. of the latter to Avil, but in the larger 
 sizes, Avil has vastly more "character." 6p. Avil, however, makes a fine type in very artistic 
 booklet work, in foot notes or as an explanatory paragraph in connection with illustrations. Its 
 
 use should be limited. 
 
 In the matter of display styles, it is all a question of individual preference. Observe Hearst 
 is a sort of modified Avil ; note the cap E, H, etc., and it will be seen that the idea is practically 
 the same. Cap C shows the greatest dissimilarity. Hearst is useful where Avil would fill too 
 little in width, and the former has a heavier face. MacFarland is heavier than Caslon, but bears 
 
 a sort of cousinship to it. 
 
 These characteristics, or resemblances, will be found more or less constantly, especially among 
 rival founders. A certain style will be brought out, and immediately catch the public fancy, and 
 forthwith other founders will' get up about the same thing under another name. Printers, there- 
 fore, dislike to buy much conflicting type. 
 
 Compare Winchell with John Hancock for weight, although one is not a steal from the 
 other. Look for characteristics among all the styles. 
 
 In determining display these specimen pages will also be of great assistance. Counting a line 
 of letters will get pretty near wording possibility. It will be easy also to ascertain the number of 
 words in one or more square inches of such types as Caslon, Avil, etc., these specimens here shown 
 being sufficiently extensive for this purpose. For Roman, either Old Style or Modern, consult 
 table giving possible number of words per square inch for all sizes. 
 
 The borders shown herewith will suggest themselves in many ways, and while one should aim 
 to use them sparingly, yet so many chaste border effects are possible, that every ad. writer needs 
 to study their possibilities. Note 36 point border No. 3628 around the page of Caslon. The 
 ample white margin between type and border is particulariy efficacious. It will be of interest to 
 compare Border No. 2407 surrounding Avil specimens with that used in certain Victor ads. The 
 latter was my own creation — the former an imitation. 
 
 < 
 
 I 
 
 INLAND 
 ^ TYPE 
 ^ FOUNDRY 
 
 CASLON OLD STYLE SERIES 
 
 THE CENUINt FACE-REPRODUCED BY PERMISSION OF THE CASLON LETTER FOUNDRY. LONDON 
 
 Saint Louis 
 
 New York 
 
 Chicago 
 
 Buffalo 
 
 4s 3A, 9ia.40 
 
 18-Polnt Border No. 1868-Font of 24 Inchea, »1.00 
 
 Ta-Polnt Csslon Old Styla 
 
 U O. $4.86. O. »8.66 
 
 MODE Raised 
 
 8-Potnt Osslon Old Styla 
 
 48a ISA, $2.26 
 
 L. C. $1.26. C.$1.00 
 
 INLAND TYPE PLEASES 
 the workman, the proprietor 
 and the customer. It is seldom 
 they are pleased in any other 
 one thing. Standard Line Unit 
 Set Type delights all. It satis- 
 fies the customer and makes 
 him come back ; it satisfies the 
 
 12-PolDt Caslon Old Btyle 
 
 Saa 16A. $2.80 
 
 L. C.$ 1.46. 0.$ 1.36 
 
 ONE HUNDRED 
 per cent per annum 
 in dividends is what 
 Inland type will pay 
 you. It will enable 
 you to do additional 
 work without increa 
 
 la-Polnt Caslon Old Style 
 aoa lOA. $3.20 
 
 L. c. $i.eo.o. $i.eo 
 
 YOU CAN'T 
 
 afford to buy 
 any other than 
 Inland Type 
 because of its 
 superior labor 
 
 ea SA, $e.oo 
 
 42-Polnt Caslon O. S. L. C. $2.80. C. $3 20 
 
 INDUCES 
 
 Best Makes 
 
 7a 4A. $6.00 
 
 36-Polnt Caslon O. 8. L. C. $2.36, C. $2 68 
 
 TRUE LINE 
 Better Goods 
 
 8a 4A, $4.SO 
 
 so- Point Caslon C. B. L. O. $2.30 C. $2 CO 
 
 SURE MONEY 
 Inland Products 
 
 12a eA, $3.60 
 
 94-Point Caslon O. 8. L- C. $1.90, C. $1 80 
 
 REDUCES LABOR 
 Standard Line Type 
 
 6-Polnt Caslon Old Style 
 
 eOa22A. $2.00 
 
 L. C. $1.15, C. $0.86 
 
 IF YOU USE INLAND TYPE YOU 
 will please your customer better than 
 if you use the other kind — hence, more 
 trade. If you use Inland type you will 
 keep your composition expenses con- 
 siderably lower than if you use the other 
 kind— hence, ereater profits. If you use 
 Inland type you will please your compf. 
 
 lO-Polnt Caslon Old Style 
 
 44a leA. $2.60 
 
 L. C. $1.4U, C. $1.10 
 
 TIME-SAVING TYPE 
 All that the name implies. 
 Often it amounts to fifty 
 per cent. The Inland's 
 representatives are at all 
 times pleased to demon- 
 strate. A trial convinces 
 
 14-Polnt Caslon Old Styla 
 
 2aa 14A, $3.00 
 
 L. C. $1.60, C. $1.60 
 
 NO ONE WHO 
 
 has not kept track 
 of the time saved 
 by using Inland 
 type in time-table 
 tariff and all kinds 
 of folder work, etc 
 
 laaSA, $3.ao 
 
 ao-Polnt Caalon O. B. L. O. $1.70. C. $l.eO 20a 9A. $3.20 
 
 18-Polnt Caslon O. 8. L. C. $1.70, C. $1.60 
 
 SIMPLE TYPE FACES UP-TO-DATE PRINTERS 
 Conducive of Highest Art Inland's Standard Line Type 
 
 S* SA. $8.00 
 
 64-Point Caslon Old Style 
 
 I<. O. $8.70. C. $6.ao 
 
 BOUND Extracts 
 
 
 SI 
 
TT TXTT AXTr^ Saint Louis AA 
 
 Z TYPE CASLON OLD STYLE SERIES -^^nir JJ 
 
 A6 FOUN D R Y the genuine FACE-REP«0DUCED lY fE«MIMION OF THE CASLON LETTER FOUNDRY. LONDON Buffalo (W 
 
 IS-Polnt Border No. 43— Font ot Inches, 40o 
 
 ' 
 
 Ancient The only other particulars regarding the 
 ^ , , J use of movable type by the Chinese (apart 
 MetnodS f^^^ those now being made from molds) 
 Retained are taken from a letter sent to the North 
 China Daily News by Rev. A. Elwin of the 
 church missionary society, wherein he gives an account 
 of a visit paid to an old Chinese printing establishment, 
 in a place called Wangdofang, in the Chuki district, 
 about sixty miles directly south of Hangchow. The 
 printing was being temporarily carried on in the large 
 ancestral temple wnich is connected with the village. In 
 the large central hall of the temple were placed about 
 twenty ordinary tables. On the tables the cases of type 
 were spread out very much after the home methods, but, 
 of course, taking up much more room. When Mr. Elwin 
 
 [U-Point] 
 
 THE inside of this block 
 was hollowed out to a 
 depth of say one-quar- 
 ter inch, and this depression 
 was still farther hollowed out 
 into erooves three-quarters 
 inch deep. The block which 
 Mr. Elwin saw had twenty- 
 nine of these grooves, each 
 groove being filled to the 
 depth of about one-quarter 
 inch with ordinary thick clay. 
 With his copy before him, 
 armed with a small pair of iron 
 pinchers, the man began his 
 work, character after charac- 
 ter being transferred from 
 the case and firmly pressed 
 
 [12-PoinlJ 
 
 \ LL was now ready for the printer. 
 /"A He, having received the form, 
 carefully brushed the ink over 
 the type. He then took a sheet of 
 paper, laid it on the job and pressed 
 it down all over so that it might be 
 brought in contact with every charac- 
 ter. He then removed the sheet and 
 examined each character; some were 
 not quite straight and these were care- 
 fully adjusted with the pinchers. So 
 far as Mr. Elwin could see, the type 
 was never touched with the fingers. 
 After sufficient copies had been struck 
 of!, the type was distributed, each 
 character being returned to its par- 
 ticular box. The type in the form 
 was of three sizes, but, instead of 
 being adjusted by spaces, each charac- 
 ter was kept in position entirely by 
 the clay upon which it stood. The 
 characters were square, and made of 
 
 llO-Point] 
 
 80-Polnt Border Mo. seaS-Font of IB iacbea, $1.00 
 
 22 
 
 4< 4 ^ 4- 4 4- ^^ ^ ^.^ 4> -f 4» -I* -!< -f 4> 'f 4- -f 4 4. -f 4. 4. 4. 
 
 ** INLAND c • T JL 
 
 4. TYPE AVIL SERIES Ne-JvtT t 
 
 4, FOUNDRY 0R,G,N*t Cfcicafo T* 
 
 •» Buffalo f,f^ 
 
 4'4'4'4'4'4'4'4'444'4>4'4.4.4>4>4.4'4-*.*4,4,4;i, 
 
 18-PolntBorderNo. 1846-Fontofa4uioheB.»1.0o" "" * '* * * » 3f 
 
 4a 3A, $9.26 _ 
 
 eO-Polnt AvU ^ ^ 
 
 RECORD Break 
 
 L. O. S3.36, C. tS-QO 
 
 er 
 
 42a 20A, $2.60 
 
 lO-Point AtII 
 
 L. O. $1.30. C. »1.20 
 
 9a 6A, $6.00 
 
 Se-Polnt Avll 
 
 L. C. (2.35, C. S2.6S 
 
 THE WIDE-AWAKE ADVERTIS- 
 
 ing man is becoming more and more con- 
 vmced fliat a distinctive style of display 
 lefter is as essential to flie effectiveness of 
 his advertising as is a distinctive style for 
 its headings to a newspaper. Quite a num- 
 ber of large firms follow fliis plan; ofliers 
 are gefting in line. The idea is a good one. 
 Anyfliing which adds to flie aftractiveness 
 »"<! distinctiveness of an advertisement, 
 whe^er it be illustration or artistic type 
 display, arrests attention, flie first requisite 
 of good advertising. The successful ad- 
 vertiser knows fliat by having his ad^ 
 
 CHOICE MODELS 
 
 Inland's Great Strides 
 
 12a 6A, $4.30 
 
 SO-Point AvU 
 
 i^ c. $a.3o, o. $a.oo 
 
 iver- 
 
 HANDSOME STYLES 
 
 Artistic Printers Delighted 
 
 Sa 4A, $7.26 
 
 48-PolntAvU ^ .,,-».. 
 
 M^ - ^ L. C. $3.16, 0. »4.: 
 
 akes PROFIT Greater 
 
 B-Polnt AvU 
 eOaaeA. $2.26 L. C. $1.10. O. $1.16 
 
 THE INTRODUCTION OF STANDARD LINE 
 
 Unit Set Type, with its many labor-saving features, 
 18 of vast importance to all printers, because by its 
 use fliey can do superior work at a great saving of 
 time and labor, as well as saving a large amount o{ 
 material, and consequently its first cost. In all 
 offices 4e amount invested in type is small when 
 compared wifli Ae yearly expenditure for wages in flie 
 composing-room. It flierefore follows fliat type which 
 accomplishes die saving of. say. only ten per cent in 
 labor will cost die proprietor nofliing. as it will pay 
 for itself in a year, and diereafter yield a large profit 
 
 14a SA, $3.60 
 
 a4-Polnt AvU 
 
 L. O. $1.80, O. $1.70 
 
 GOOD BOOKLET LETTER 
 
 Out-of-{lie-0rdinary Avil Seri( 
 
 22a lOA, $3.20 
 
 18-Polnt Avll 
 
 'eries 
 
 L. C. $1.66. C. $1.66 
 
 ITS OPEN CUT INSURES SHARP 
 
 Impression on Rough Paper Stock $25 
 
 eaa asA, $a.oo 
 
 e-Point AvU 
 
 L. O. $1.00. O. $1.00 
 
 SOa ISA, $3.00 
 
 14-Polnt AvU 
 
 ONE GREAT ADVANTAGE OF INLAND TYPE IS ITS 
 
 av.il.biliiy. If you order a special outfat lor a tariff, time-table 
 or (older, in ca.< you lo« Aie job you can u.e &■> material in your 
 ottier work, aa .t .. all rejular, and you do not require apecal 
 hgurea. .pecal leader., apecal juslifiera or apecal anytfcin* el«i 
 Witt Inland type. B"t fl... ia no. .uch a bitf advantage a. it would 
 ■t tr.t appear. Why? Becau«! you will never loae &e iob. 
 It will coat 4e oflier lellow. not equipped wiO. Inland type, more 
 10 turn out a.e work Aan you charge die cu.tomer. and yet you 
 make a larger profit dian Oie old way. Inland type i. adapted lor 
 any prmting. In accuracy, durability and .tyle it baa no rival 
 
 4a 3A. $ia.a6 
 
 L.O. $1.60.0. $1.60 
 
 SMALLER SIZES OF THIS AVIL SERIES 
 
 Are Adapted to Stylish Work on Laid Book Papers 
 
 ^^ '«^- *=^«° "-Point AVU L. o. $1.40. O. $1.40 
 
 INCREASING DEMAND FOR VIRILE TYPE FACES 
 
 Brought on file Production of flie Most Handsome Avil Se 
 
 ^^^ 7a-Polnt AvU 
 
 HOME Install 
 
 Jeries 
 
 I.. O. $4.00. O. $7.06 
 
 83 
 
Saint Louis MM 
 
 8 'type avil series "dTor J! 
 
 II FOUNDRY OWGINAt Buffafo M 
 
 la-Point Border No. 44 — Font ol O Inches, 40o. 
 
 ;^m?mmmrmfmr?mmmmmm??wmr??w4 
 
 Ancient The only oflier particulars regarding flie use of mov- 
 w 1 1 able type by flie Chinese (apart from fliose now being 
 ^letnodS ^^^^ £^^^ molds) are taken from a lefter sent to flie 
 Ketamed Norfli China Daily News by Rev. A. Elwin of flie 
 -^v^-WTTT-wr ^jljuj-ch missionary society, wherein he gives an ac- 
 count of a visit paid to an old Chinese printing establishment, in a 
 place called Wangdofand, in {he Chuki district, about sixty miles 
 directly soulh of Hangchow. The printing was being temporardy 
 carried on in flie large ancestral temple which is connected wifli the 
 village. In flie large central hall ot flie temple were placed about 
 twenty ordinary tables. On {he tables {he cases of type were spread 
 out very much after {he home mefliods, but, of course, takmg up 
 much more room. When Mr. Elwin entered {he hall one man was 
 engaged in sefting up {he type, ano{her was printing. The man set- 
 ting up {he type stood before a table upon which was what may be 
 
 (a> INLAND Saint Louis "* 
 
 TYPE A VIL SERIES Ne^fer 
 
 FOUNDRY Tl..^. ^^"^ Chicago 
 
 ORIGINAL 
 
 
 [14-Pa;«t] 
 
 THE inside of fliis block was 
 hollowed out to a depfli of say 
 one-quarter inch, and mis de- 
 pression was still farther hollowed 
 out into grooves about fliree-quar- 
 ters inch deep. The block which 
 Mr. Elwin saw had twenty-nine of 
 fliese grooves, each groove being 
 filled to die depfli of about one- 
 quarter inch with ordinary Aick 
 clay. Wifli his copy before him. 
 armed wifli a small pair of iron 
 pinchers, flie man began his work, 
 character after character being 
 transferred from flie case and firmly 
 pressed into flie clay. When me 
 form was complete a flat board was 
 placed on top and ^e characters 
 
 (12-Poail] 
 
 ALL was now ready for me printer. 
 He, having received flie form, 
 ^ carefullv brushed Ae ink over 
 flie type. He men took a sheet of paper, 
 laid it on flie job and pressed it down 
 all over so Aat it might be brought in 
 contact wifli every character. He men 
 removed flie sheet and examined each 
 character; some were not quite straight 
 and fiiese were carefully adjusted wifli 
 flie pinchers. So far as Mr. Elwin could 
 see. flie type was never touched wim 
 file fingers. After sufficient copies had 
 been struck off, the type was distributed, 
 each character being returned to its 
 particular box. The type in the form 
 was of fliree sizes, but. instead of being 
 adjusted by spaces, each character was 
 kept in position entirely by ffie clay 
 upon which it stood. The characters 
 were square, and made of some hard 
 wood. The men told Mr. Elwin fliat 
 
 (10-Po.nt] 
 
 ^muiummiumiuiumiaiuiuiumiuium^ 
 
 24 Point Border No. 3407— Font ot 84 laobea. 91.60 
 
 u 
 
 as, 
 
 ANCIENT The only oflier particu- 
 METHODS lars regarding flie use of 
 RETAINED movable type by ^eChi- 
 
 nese (apart from those 
 now being made from molds) are taken 
 from a letter sent to flie Norfli China 
 Daily News by Rev. A. Elwin of flie 
 church missionary society, wherein he 
 gives an account of a visit paid to an 
 
 [24-Pomt] 
 
 ON tiie tables flie cases of type were spread out 
 very much after flie home mefliods, hut, of 
 course, taking up much more room. When 
 
 Mr. Elwm entered flie hall one man was engaged 
 in setting up flie type, anoflier was printing. The 
 man setting up flie type stood hefore a tahfe upon 
 
 in setting up {he type, anoflier was printing 
 man setting up {he type stood hefore a tahft cx^^xx 
 which was what may he called a Chinese ''chase." 
 It was a solid hlock of hardwood, about twenty- 
 two inches long by fifteen inches broad and perhaps 
 three inches deep. The inside of fliis block was 
 hollowed out to a depfli of say one-quarter inch, 
 and {his depression was still farflier hollowed out 
 
 [18-Po.nt] 
 
 # 
 
 i 
 
 I 
 
 aoPolat Border No. a006-Font of 18 Inohes. »1.60 ^^ ^^ ^^ ^F^ 
 
jWJ 't^pe* WINCHEll SERIES 'S? JJ 
 
 AA FOUNDRY PATENT PENDING B„K.lo (^(,| 
 
 lea 8A. $S.a5 
 
 18-Point 
 
 a4-Point Border No. 43 — Font of O inchea. OOc. 
 
 L. o. $1.06. c. 9i.eo aaa laA. sa.oo 
 
 14-Potnt 
 
 L. O. 91.ee. C. 91.46 
 
 THE AIM OF A GOOD A display type bearing 
 
 . J . . X . .i i> the Essential Strong & Legible 
 
 Advertisement is to Pro- characteristics is Here Shown 
 
 duce a Lasting Impress Manufactured by the Inland 
 
 la-Polnt 
 14A. 93.76 L. C. 91.40. O. 91.se 
 
 COPY THAT HAS 
 AN ATTRACTIVE 
 property as its main 
 feature has caused 
 many an advertiser 
 to drink a deep and 
 bitter drautiht from 
 the cup of disap- 
 pointment. Attract- 
 iveness is really 
 
 Oa OA. 9S.60 
 
 34-Polnt 
 
 L. o. 9i.ao: o. 91.0O 
 
 WINCHELL 
 Is the Strongest 
 
 Oa 4A. 94.36 
 
 ao-Potnt 
 
 U O. $3.30: O. 91.05 
 
 LETTER FOR 
 
 Chaste Effects 
 
 lO-Potnt 
 SOa lOA. 93.60 L. C. 9136. O. 91.36 
 
 COPY THAT HAS AN 
 ATTRACTIVE PROP- 
 erty as its main feat- 
 ure has caused many 
 an advertiser to drink 
 a deep and bitter 
 drauiiht from the cup 
 of disappointment. 
 Attractiveness is not 
 necessarily a virtue 
 
 e-Polnt 
 
 4aa 30A. 93.00 
 
 L,. O. 91.10. O. 90.80 
 
 COPY THAT HAS AN 
 ATTBACTIVE PBOPER. 
 ty as its main feature 
 has caused many an ad- 
 vertiser to drinli a deep 
 and bitter draught from 
 the cup of disappoint- 
 ment. Attractiveness is 
 not necessarily a virtue 
 in advertising. It de- 
 pends. If effectiveness 
 be combined with at- 
 tractiveness, then the 
 combination and the 
 result Is sure to be a 
 happy one. There are 
 thousands of people In 
 
 fla SA, 96.00 
 
 SOPoint 
 
 L. O. 9a.46. C. 93.66 
 
 IN AD-WORK 
 
 Has Didnity $4 
 
 4a SA. 97.60 
 
 48-Point 
 
 L. O. 93.86. O. 94.06 
 
 SIMPLicity 
 
 4a SA. 9ia.06 
 
 OO-Polnt 
 
 8-Polnt 
 
 Sfla 30A, 93.36 
 
 L. C. 91.16. C. 91. lO 
 
 COPY THAT HAS 
 AN ATTRACTIVE 
 property as Its main 
 feature has caused 
 many an advertiser 
 to drink a deep and 
 bitter drauflht from 
 the cup of dlsap« 
 polntment. Attract* 
 Iveness Is not the 
 sole consideration 
 In advertlslnfj. It 
 depends, if effect- 
 Iveness Is so com- 
 
 V. C. 94.66. C. 97.60 
 
 INIMITable 
 
 4a SA. 916.78 
 
 7a-Folnt 
 
 U O. 96.06, O. 98.80 
 
 PRODuction 
 
 ^4.4.a^a|,4.4.^4aa|aa|.4.^a|a4.^4.4.4.^^^^^^^^^^^ 
 
 T INLAND ^^mTwvw^»T^w.,^ — " 
 
 CONDENSED WINCHELL SERIES 
 
 t INLAND 
 T TYPE 
 J FOUNDRY 
 
 la-Polnt Border No. 12e4-Font of 24 Inches. 91. DO 
 
 ■EGISTEIED-PATENT PENDING 
 
 SAINT LOnS 4? 
 
 NEW YORK 4* 
 
 CHICAGO «^ 
 
 BITFALO J^, 
 
 13a 7A. 93.60 
 
 a4-Polnt 
 
 L. C. 91.76, C. 91.75 
 
 liUWDENSED WINCHELL IS PEERLESS .., 
 
 Construction of Magazine and Newspaper Ad-Work 
 
 4a BA, 9Q .ao ao-pomt j 
 
 PROSPero 
 
 n a. 93.76, o. 9e.o6 
 
 US 
 
 8a 6A, 94.0O 
 
 80-Polnt 
 
 L. C. 92.00, C. 92.00 
 
 8-Point 
 60a34A. 92.26 L. C. 91.36. C. 91.00 
 
 THEBE SEEMS TO BE A DECIDED 
 TENDENCY AMONG MAGAZINE AD- 
 vertisers to print not only lon^ adver- 
 tisements, but lonf-winded ones. The 
 amoant oi matter that can be printed 
 on a pa^e ol a standard magazine in 
 the reading column is about 800 or 
 1000 words. Some of the display 
 ads printed nowadays contain 500 
 words, with an illustration, catchlines. 
 address, etc., and there are any nun- 
 ber that run over 300 words. Lon^ 
 magazine advertisements are justified 
 on the theory, now accepted as an 
 advertising truth, that people have 
 leisure when they read ma^azinei. 
 
 U O. 90.06. O. 910.76 
 
 INLAND'S TYPE PRODUCTS 
 
 The Standard of the Universe 
 
 4a SA. 917.40 
 
 Good AD Typ 
 
 ^t^TJ^^r'' ^^, ir°r - P- •--• O. •1.35 sea 20A. 92.60 .^zf. . . ., . 
 
 e 
 
 L. o. 91.30. c. 9i.ao 
 
 iiicepuon nas always with perfect casting machines, perfect molds, well- 
 
 4a 8A, 913.86 ^^ 
 
 ^^^^^ i^^p^^ ^^^^^ - - I" C. 94.90. O. 97.06 
 
 For BEST Work 
 
 e-Polnt 
 66a SOA. 92.00 li. O. 91.06. O. 90.06 
 
 ?J5I!"^J?*JIST' '•'HEN SOMEONE OFFEBS 
 YOU nPE CAST ON A SO-tULLED LINING 
 syslem olber than STANDAID LINE fiod oul 
 whereia 11 differs ind compire (be feces, 
 Sltadird Line wis Ibe first ind still is tbe 
 ■est system. Lnlike its imililors, it bis nerer 
 keen allf red. Wberever tbe imitslioos differ 
 it IS because tbey bave been cbao^ed to fit the 
 faces already io tbe market. Tbese, bein^ 
 cat OD tbe old metbod, are too small. If you 
 want Ibe largest face wbicb caa properly be 
 put OD Ibe body— and wbo does nol7— you must 
 buy Standard Lioe, invented and made by tbe 
 Inland Type Foundry. We do not object Io Ibe 
 foundries whiib first belittled tbe laliod ini- 
 laliai its sytems wilbonl due credit. Soae of 
 
 SSa 14A, 93.00 
 
 14-PoInt 
 
 I.. O. 91.00. C. 91.40 
 
 PRACTICAL DEMONSTRATIONS OF THE ECONOMY OF 
 Inland Type Shown by the Increasing Army of Prosperous 
 
 4a 3A, 96.26 4a-Polnf 
 
 i^ . ^° ^°'°* L- O. 93.40, O. 98.86 
 
 Neat HEAD Type 
 
 ea 4A, 94.36 
 
 Se-Polnt 
 
 r,. O. 91.06. O. 93.30 30a lOA, $3 
 
 18-Polnt 
 
 L. C. 91.70. C. 91.66 
 
 Distinct & NEAT ™ ^^^ oFscBENnFicALLY 
 
 rt 
 
 ' 
 
t I I I I 
 
 I I I I 
 
 iTTTiii I I I I I T t I t I 
 Saint Louis |(|1 
 
 BLANCHARD SERIES --- JJ 
 
 r I I I I I I I T 
 
 )(tt INLAND 
 Utt FOUNDRY 
 
 ORIGINAL 
 
 Buffalo 
 
 ! I 
 
 I I I I I I 
 
 IIIItllT I I I I I I I I I I I I ' • ' ' ' 
 a4-PolDt Border No. 44— Font of a inches, 60c. 
 
 4s 3A. $8.75 
 
 48-Polnt 
 
 L. C. «3.60. C. $6.2S 
 
 Remnant SALE, 
 
 18a lOA. $3.00 
 
 14-Polnt 
 
 L. C. $1.46. C. $1.6S 
 
 PERSONAL MEMOIRS OF CAPTAIN PAUL JONES 
 The Unconquerable Seaman of the Revolutionary War 
 
 6-Polnt 
 SOalOA.$a.OO L.C.$1.00,C.$1.00 
 
 THIS SERIES OF TYPE 
 HAS GAINED A Popu- 
 larity among advertisers 
 far beyond the most san- 
 guine expectations of the 
 manufacturer. It can be 
 found in practical use in 
 the advertising columns 
 of every magazine and 
 nevirspaper of prominence 
 in the country, and stands 
 unsurpassed as a letter of 
 strong and legible charac- 
 teristics. Its rugged out- 
 lines make it peculiarly 
 adaptable to newspaper 
 and other ^vorh printed on 
 a roush grade of paper. 
 
 4a SA. $18.00 
 
 8a SA. $3.60 
 
 a4-Point 
 
 L. O. $1.75. C. $1.75 
 
 INLAND TYPE 
 Most Popular 
 
 6a 3A. $6.00 
 
 Se-PolDt 
 
 L. C. $2.26. C. $2.75 
 
 ORIGinate 
 
 72-Polnt 
 
 8-Polnt 
 28al6A.$2.25 L.C.$1.15,C.$1.10 
 
 THE. INLAND TYPE. 
 FOUNDRY ENJOYS 
 a most novel position 
 in the advertising field 
 today. We have been 
 engaged many years in 
 constructing an assort- 
 ment of type calculat- 
 ed to be of special use 
 to advertisers, and our 
 success is proven by 
 the nun^erous invita- 
 tions of our type that 
 competitors have $35 
 
 L. O. $7.00, O. $11.00 
 
 Old TIMES 
 
 10-point 
 
 24al4A.$a.60 L.C.$1.26,C.$1.2e 
 
 THE INLAND'S 
 ASSORTMENT 
 of type for adver- 
 tising purposes 
 is far in advance 
 of that produced 
 by any other type 
 foundry in exist- 
 ence and is being 
 
 4a 3A. $14.00 
 
 0a 4A. $4.30 
 
 30- Point 
 
 L. O. $2.00. C. $2.30 
 
 ROSE 6 Bro. 
 
 12a 7A, $3.a0 
 
 IS-Polnt 
 
 I,.0. $l.aO. O. $1.00 
 
 Expert Designers of 
 CATALOGS $75 
 
 aO-Polnt 
 
 12-Polnt 
 20al4A,$2.80 L.C.$1.35.C.$1.46 
 
 BLANCHARD 
 TYPE IS THE, 
 ideal advertis- 
 ing letter and 
 is appropriate 
 & harmonious 
 in every class 
 of worK which 
 
 L. C. $6.76, O. $8.26 
 
 RICH Prints 
 
 28 
 
 '• f »»«f»^»« f »>< 4 »' ^^^ j ^ j | l, j^„ j^, ,|, J^ ^ j ^ j^ 
 
 ^JSmt INLAND SAINT louis . jlL. 
 
 T foVndry condensed BLANCHARD Zr T 
 
 ao-Polnt Border No. 3091— Font of 18 inches, $1.60 
 40a 25A. $2.26 8-Polnt L C. $1.10. C. $1.16 32a 20A. $2.60 lO-Polat I. O $1 86 $1 06 
 
 ONE or THE ADVANTAGES OF POINT SET TYPE WHICH MUST THP KEEN COMPFTITinN WHIfH ARTATMC IK 
 
 Zl ITrr. l\ ''' T'l!! '''\'T.''' ''' EVERY BRANcWthTp™ 
 
 time tables and other tabular work on the one h«,d hannoniz- haS produced the Unfortunate result that the 
 
 .ng with po.nt.body bras, rules and leads, and on the other per- printer, in purchasing material. tOO often looks 
 
 only at the first cost 
 when placing orders. 
 Unfortunate, because 
 there is as great differ* 
 ence in the various 
 qualities of type as in 
 the various grades of 
 paper, ink, or printing 
 itself, and the cheapest 
 
 mitting tight justification in 
 narrow columns, which was 
 heretofore an impossibility. 
 This not only saves time in the 
 composing room, but also in 
 the pressroom, as it renders 
 spaces and quads less liable to 
 work up. As as consequence 
 there are fewer stops to push 
 
 5a 4A. $7.26 
 
 48-Point 
 
 L. C. $3.30, C. $3.96 
 
 1 8-Point 
 iealOA,$3.20 I..C.$l.e6.C.$1.66 
 
 PRODUCT 
 
 of the Inland 
 
 Famous for 
 
 Advertising 
 
 36-Polnt 
 7» 6A, $6.00 L. C. $2.40, C. $2.0O 
 
 NEAT 
 
 Catalog 
 
 Letter 
 
 CHOICE 
 Character 
 
 4a 8 A, $13.00 
 
 72-Polnt 
 
 L. C. $6.26. C. $7.76 
 
 FINE 
 
 Effects 
 
 4a 3A, $g.60 
 
 eo-Polnt 
 
 L. C. $3.90. C. $6.70 
 
 12-Polnt 
 30al8A,$2.80 L.C.$1.40,C.$1.40 
 
 ON ACCOUNT OF 
 OUR METHODS OF 
 making and fitting 
 matrices, and supe- 
 rior casting machines, we 
 are able to guarantee the 
 perfectness of our type in 
 respect to its height, which 
 the pressman appreciates 
 
 MODE 
 
 Bizarre 
 
 24-Polnt 
 12a7A.$3.80 L.C.$1.76.C.$1.76 
 
 SUPERB 
 
 Typograph 
 
 Products 
 
 90-Polnt 
 aa6A, $4.30 L. C. $2.16. C. $2.16 
 
 BEARS 
 the Close 
 Scrutiny 
 
 $348 
 
 a-Polnt 
 t4a2eA. $2.00 L. O. $1.00, C. $1.00 
 
 WHILE IN THE LAST DECADE GREAT IMPROVE- 
 MENTS HAVE BEEN MADE IN THE DURABILITY 
 and accuracy ol (ype, many of (he foundries limit 
 their competition to price alone, (be result being 
 an interior article which is dear at any price. A 
 lew dollars saved by purchasing type which is not 
 ol the very best often involves a loss of many bun- 
 dred times the amount. Numerous printers will 
 testily that in accuracy Inland type is superior. 
 
 14-PolDt 
 aeaieA,$3.00 L.C.$1.60.C.$1.60 
 
 WE SELL EVERY- 
 THING THAT IS 
 required in the 
 printshop, includ- 
 ing cases, stands, cabi- 
 nets and other wood 
 goods, furniture, leads, 
 slugs, inks, quoins and 
 all sorts of supplies for 
 
 29 
 
 ■I 
 
aoKsap 
 
 "V^^P "VM^ 'ttrf^ "V^^T ^M^ ^^u^ ^i^p ^w^^» ^^^P ^^^^ ^^flr ^^tfP ^ftAT ^MBP ^fttfP ^l^flr ^M^ ^ftAT IfMir It^Of 
 
 Saint Louis ilM 
 
 BLAJVCHARD ITALIC "--/-^ Y 
 
 V^^ ^^^^ "V^^ ^^^^ ^^^ "V^^r ^^^* ^^^^ V^^r ^^^^ '^M^ ^M^ YM^ ^^^p ^^^^ "VM^ ^M^ "VMf ^W^ ^M^ 
 
 # INLAND 
 TYPE 
 ^ FOUNDRY 
 
 a4-PolDt Bordar No. 24eS-Foilt of 24 Incbes. $1.00 
 
 lO- Point 
 9e*14A.«2.60 L.C.«1.2S.C.$l.aO 
 
 yILL OUK TYPE 
 IS CAST ON THE 
 nebJ and improved 
 Standard Line sys' 
 tenit including Ital- 
 ic, Roman, Gothic 
 and Various other 
 job faces, hence 
 all faces on each 
 body line With one 
 another. Uhe jn- 
 perior advantages 
 of this system are 
 so many that it 
 Would be difficult 
 to mention all of 
 them, but among 
 others are: ^hat it 
 is now practicable 
 to line any Italic 
 
 4m BM.. 910.75 
 
 6a SA. $A.0O 
 
 Se-Polnt 
 
 L. o. ta-ao. o. •2.80 
 
 VERsatile 
 
 4a 3A. 98.76 
 
 48-PolDt 
 
 L. O. 9S.40. C. 96.86 
 
 PROofs 
 
 Oa 4A. 94.aO 
 
 90 Point 
 
 L. o. 92.00. o. 9a.ao 
 
 -/f « TISTIC 
 UffpeCreation 
 
 Ta-I>olat 
 
 8-PolDt 
 
 a8aioA.9a.a6 L.0.91. 10,0.91.16 
 
 jill ouk type is 
 cast on the new 
 
 and improved Standard 
 Line System, including 
 Romans, Italics, Gothics 
 and Various other job* 
 bing faces, therefore alt 
 faces on each body line 
 Vith one another. The 
 superior advantages of 
 this system are so many 
 that it Would be difficult 
 to mention all of them, 
 but among others are: 
 That it is noU) practice 
 able to line any Italic or 
 Full-face With Roman; 
 to use heaVy job tetter, 
 figures or any character 
 With a different face on 
 
 Ik O. 90.aO. C. 910.46 
 
 PUN Soaps 
 
 Ba SA. 93.6O 
 
 34- Point 
 
 L. C. 91.76, O. 91.70 laa 8A. 93.20 
 
 18- Point 
 
 L. O. 91.60. O. 91.70 
 
 INDIVIDUAL ^^Jr?£r. nJ'if^^r. 
 
 __ _, , Designers ana Jnakers 
 
 Neat typography of Art Booi^iets $23 
 
 4«aA. 9is.ae 
 
 OO-Polnt 
 
 L. C. 96.10. C. 98.16 
 
 ^he 'BEST 
 
 la-Polnt 
 
 a4a 14A. 92.80 
 
 L C 91.36. C. 91.46 
 
 32a lOA, 92.0O 
 
 0-Polnt 
 
 L. O. 91.00, O. 91.0O 
 
 18a lOA. 9S.OO 
 
 14-Polnt 
 
 L. C. 91.46. C. 91.66 
 
 jiLL OUR TYPE IS 
 CAST ON the NEW 
 and improved Stand' 
 ard Line System, in- 
 eluding Romans, Italics, 
 Various other jobbing fa 
 
 ALL OUR TYPE IS CAST OS THE 
 NEW STANVARV LINE SYSTEM. 
 including Romans, Italics, Gothics and 
 Various other jobbing faces, therefore 
 all faces on each body line perfectly 
 
 Gothics O 
 ces, hence 
 
 ALL OUK TYPE 
 IS CAST ON the 
 nets) and improved 
 Standard Lining 
 System, including Romans, 
 Italics, Gothics and Various 
 
 t 
 
 DORSEY SERIES 
 
 Saint.Louis ^flfv 
 
 New York A 
 
 Chicago '^' 
 
 Buffalo k^ 
 
 la-Polnt Border No. 1891 -Font of 24 inches, 91.26 ■ i i i I T 
 
 INLAND 
 TYPE 
 A FOUNDRY 
 
 PATENT PENDING 
 
 8a 4A. 94.26 
 
 80-Polnt 
 
 L. O 92.30. C. 91.06 OaSA. $5.00 
 
 L>. C. 92.46, O. 92.66 
 
 ADVERTISER PREMIUMS 
 
 Desires Legible for Standard 
 
 4a 3A, 9ia.ao 
 
 so- Point 
 
 L. C. 94.70, C. 97.eO 
 
 PRINT Cards 
 
 16a 8A, 93.36 
 
 18-Polnt 
 
 L,. O. 91.70, O. 91.66 aaa lOA, 93.00 
 
 14-Point 
 
 CLEAN TYPE FACES standard line type is 
 
 Beeet Clean Arl-AA/nrk a Time and Labor Saver and 
 oegei <^iean Aa-WOrK the Most Popular Ever $ 1 35 
 
 4a 8A, 97.6O 
 
 48-Potnt 
 
 L. c. 92.90, C. 94.eO 
 
 NOTE DESIGNS 
 Shown by Inland 
 
 38a 20A, 92.00 e-polnt L. O. 91.06. C. 90.96 
 
 AN APPROPRIATE LETTER FOR ART CATALOGUES AND 
 Booklets Which Readily Commends Itself to the Contioisseur 
 Manufactured Only by the Inland Type Foundry Saint Louis 
 
 36a I8A. 92.26 S-Polnt L. O. 91.16. C. 91. lO 
 
 THE DORSEY SERIES IS NOT ONLY VALUABLE 
 Display Type But Has Equal Merits as Body Letter 
 It is Used by John Wanamaker, Philadelphia $9.47 
 
 4a SA, 916. eo 
 
 7a-Polnt 
 
 I<. C. 96.96. C. 99.66 
 
 ENGRavers 
 
 aea 14A. 92.76 
 
 la-Point 
 
 L. O. 9I.40. O. 91.36 
 
 A STRONG AND SIMPLE LETTER 
 Creates a Strong and Dignified Ad 
 
 30al6A. 92.60 lO-Polnt L. C. 91.30. 91.20 
 
 INLAND TYPE IS SUPERIOR TO ALL 
 Others for Advertising Distinctiveness 
 
 lOa 6 A, 93.60 
 
 34-Polnt 
 
 »V^'V -WW^. -m-; .-». —^ 1-0.91.86.0. 91.86 
 
 THE PRODUCTS OF THE INLAND 
 Type Foundry Superior to All Others 
 
 I 
 
 81 
 
^^^y ^^^^ '^^v "^^cr ^^^' '^^^ ^Mf iMsr "^u^ "^usr "^i^fir ifMir ^M)r iMf '^(Mr isktt itMf ^Msr ^^flr ^ftAr 
 
 Saint Louis immk 
 
 BLAJSfCHARD ITALIC "-/•* 5? 
 
 •w^^ ^^^^ ^^L^ '^^CT' ^-%^^ ^■%^^ ^^tf" ^MST ^^AT ^M^ ^M^ "VMSf "VM^ ^^«tf> ^MSr 'VM^ "V^V "V^^ '^M^ ^^^ 
 
 # INLAND 
 TYPE 
 ^ FOUNDRY 
 
 a4-PotDt Border No. a4g6-Font ot 24 Inches, SI. 60 
 
 lO- Point 
 aeal4A.«2.60 L.C.tl.36.C.$l.a0 
 
 jlLL OUK TYPE 
 IS CAST ON THE 
 
 new and improved 
 Standard Line sys" 
 tern, including ItaU 
 ic, Roman, Gothic 
 and Various other 
 job faces, hence 
 alt faces on each 
 body tine With one 
 another. Ghe SU' 
 perior advantages 
 of this system are 
 so many that it 
 Woutd be difficult 
 to mention alt of 
 them, but among 
 others are: Uhat it 
 is now practicable 
 to tine any Italic 
 
 4s 9A. $16.75 
 
 6a SA. $fi.OO 
 
 Se-Polnt 
 
 L. o. «a.ao. c. $a.ao 
 
 VERsatile 
 
 4a SA. $8.75 
 
 48-Poiot 
 
 L. O. $S.40. O. $5.36 
 
 PROofs 
 
 6a 4A. $4.30 
 
 SO Point 
 
 I., c. $a.oo. c. $a.30 
 
 JlR TJSTIC 
 UypeCreation 
 
 7a-I>otait 
 
 8-Point 
 S8alflA.$a.a5 L.C.$1.10.0.$1.16 
 
 jtLL OUK TYPE IS 
 CAST ON THE NEW 
 and improved Standard 
 Line System, including 
 Romans, Italics, Gothics 
 and Various other job- 
 bing faces, therefore alt 
 faces on each body tine 
 tcith one another. The 
 superior advantages of 
 this system are so many 
 that it Woutd be difficult 
 to mention att of them, 
 but among others are: 
 That it is now practic- 
 able to line any Italic or 
 Full-face With Roman: 
 to use heaVy job letter, 
 figures or any character 
 With a different face on 
 
 L. O. $O.SO. C. $10.40 
 
 PUN Soaps 
 
 Oa 5A. $3.60 
 
 a4-Polnt 
 
 L. O. $1.75, O. $1.76 laa 8A. $3.aO 
 
 18-Polnt 
 
 L. O. $1.50. C. $1.70 
 
 INDIVIDUAL 
 
 jlLDEN & EILEIK. 
 __ _, , Designers and J\Iakers 
 
 Neat ot^pograpni; of Art 'BootOets $23 
 
 4a 3A. $13.26 
 
 SO-Polnt 
 
 L. C. $5.10. C. $8.16 
 
 ^he 'BEST 
 
 12- Point 
 
 L. C $1.36. C. $1.46 
 
 Saa 16A. $a.oo 
 
 a4a I4A. $3.80 
 
 jlLL OUR TYPE IS 
 
 CAST ON the NEW 
 
 and improved Stand' 
 
 ard Line System, in' 
 
 eluding Romans, Italics, Gothics & 
 
 Various other jobbing faces, hence 
 
 e-Polnt 
 
 L. o. $i.oo. O. $1.0O 
 
 18a lOA, $3.00 
 
 14-Folnt 
 
 L. C. $1.46. C. $1.66 
 
 ALL OUR TYPE IS CAST ON THE 
 NEW STANJ>ARD LINE SYSTEM, 
 including Romans, Italics. Gothics and 
 Various other Jobbing faces, therefore 
 all faces on each bodtf line perfectiv 
 
 ALL OUKTYPE 
 IS CAST ON the 
 new and improved 
 Standard Lining 
 System^ including Romans, 
 Italics, Gothics and Various 
 
 "f" INLAND ^^.„^„, _ Saintiouis .L 
 
 4. TYPE DORSEY SERIES '''" ^"^ I 
 
 ^FOUNDRY paxJpe™,^^^^^ '^^^ ^ 
 
 18-Polnt Border No. 1881-Font of 24 Inches. $1.26 ■ i i i I I 
 
 9a 4A, $4.26 
 
 80-Polnt 
 
 L. C $2.30. C. $1.96 0a3A. $5.00 
 
 L. O. $2.45, C. $2.66 
 
 ADVERTISER PREMIUMS 
 
 Desires Legible for Standard 
 
 4s SA. $12.20 
 
 60Polnt 
 
 Z^ O. $4.70. O. $7.60 
 
 PRINT Cards 
 
 16a 8A, $3.26 
 
 18-Polnt 
 
 L. O. $1.70. C. $1.56 aaa lOA, $3.00 
 
 14-Polnt 
 
 CLEAN TYPE FACES standard line type is 
 
 Beeet Clean Ad-AVnrk a Time and Labor Saver and 
 xjcgei K^man aq w orK the Most Popular Ever $ 1 35 
 
 4a SA, $7.60 
 
 48-Polnt 
 
 i>. c. $a.90, c. $4.eo 
 
 NOTE DESIGNS 
 Shown by Inland 
 
 38a20A,$2.00 e-Polnt L. O. $1.06, C. $0.96 
 
 AN APPROPRIATE LETTER FOR ART CATALOGUES AND 
 Booklets Which Readily Commends Itself to the Connoisseur 
 Manufactured Only by the Inland Type Foundry Saint Louis 
 
 36a 18A. $2.26 8-Polnt L. C. $1.16. C. $1.10 
 
 THE DORSEY SERIES IS NOT ONLY VALUABLE 
 Display Type But Has Equal Merits as Body Letter 
 It is Used by John Wanamaker, Philadelphia $9.47 
 
 4a 3A. $16. eo 
 
 7aPolnt 
 
 L. C. $6.96, C. $9.06 
 
 ENGRavers 
 
 aea 14A, $2.76 
 
 12-Folnt 
 
 L. C. $1.40. C. $1.36 
 
 A STRONG AND SIMPLE LETTER 
 Creates a Strong and Dignified Ad 
 
 30a 16 A, $2.60 
 
 lO-Polnt 
 
 L. O. $1.30. $1.20 
 
 INLAND TYPE IS SUPERIOR TO ALL 
 Others for Advertising Distinctiveness 
 
 lOa 6A. $3.60 
 
 a4-Polnt 
 
 «V^-W -v-^-^ -■ ^ L.C. $1.86, C. $1.66 
 
 THE PRODUCTS OF THE INLAND 
 Type Foundry Superior to All Others 
 
 u 
 
.<^j» ^Sf ^^r ^^e ^^r stf tttf tttf tttf ttcr set IMt see Stf ^MC 3MC 3MC 3MC IMC ^iC JMC .^K JMC HiC JMC JMC 
 
 INLAND 
 
 TYPE 
 FOUNDRY 
 
 HEARST SERIES 
 
 PATENT PENDING 
 
 ^SZ x^£^ ^^-#^ ^v^^ -^A^r ^kcr "^Atfr ^Mlf tt^ iMf ^Mf )Mf IMC ^MC SM£ tttf 3Mf 3Atf iMC SMC IMC SMC IMC ^MC .ttiC .IMC 
 
 Saint Louis 
 
 New York ^jjik 
 
 Chicago vll^ 
 
 Buffalo Mk 
 
 4s 3A. 98.SO 
 
 18-Polnt Border No. 1896-Font of 24 luohes, $1.26 
 
 48-Folnt 
 
 L. O. S3.60, O. $6.00 
 
 FINEST Effects 
 
 a6a 16 A. $2.60 
 
 lO-Point 
 
 L. C. 91.26. C. (1.26 
 
 22a 16 A. $2.80 
 
 12-Poliit 
 
 L. C. •1.40, C. »1.40 
 
 INDISPENSABLE IN ART BOOKLETS STRONG AND GRACEFUL TYPE 
 
 Especially AvaUable for Catalog Work Pleasing to Discriminating Patrons 
 A letter at once Cast on Inland's 
 
 both legible and e.4A.c4.ao ao^pomt l c. «2.io. o. $2.20 Standard Lining 
 
 attractive to the 
 reader fy of great 
 advertising value 
 to the advertiser 
 owing to its force 
 
 4s 3A. $17.00 
 
 NEW DESIGN 
 in Advertising 
 
 7a-Polnt 
 
 System, making 
 it a time saver 
 for the printer 
 and also giving a 
 superbly clear 
 
 L. O. •7.00. C. 910.00 
 
 REIS ^y Com 
 
 Oa 5A. $3.50 
 
 e-Polnt 
 
 S4a 20A. S2.00 
 
 L. C. 91.00. C. 91.00 
 
 SOME ADVANTAGES 
 
 OF POINT-SET TYPE 
 One of the advantages of 
 point-set type -which must 
 not be overlooked is its 
 great adaptability for time- 
 tables and other tabular 
 work, on the one hand 
 harmonizing with point- 
 body brass rules and leads, and on the other permitting tight 
 and perfect justification in narrow columns, -which -was for- 
 merly an impossibility. This not only saves time in the 
 
 24 Point 
 
 L C 91.76. C. 91.76 
 
 STRONG TYPES 
 
 Attract Business 
 
 cut features. They are 
 design, as 'well as strong 
 a value to the advertiser 
 
 4a 3 A. 913.30 
 
 00- Point 
 
 8-Polnt 
 
 aoa 18A. 92.26 
 
 L. C. 91.16, C. 91 10 
 
 INLAND TYPE THE 
 WORLD STANDARD 
 The tyjje products of 
 the Inland are uni- 
 versally admitted to 
 be the standard of the 
 -w^orld and inimitable 
 for their scientifically 
 accurate and cleanly 
 unique and original in 
 and legible, and possess 
 unapproached by others 
 
 L. O. 96.60. C. 97.8O 
 
 CHOICE Face 
 
 14a 8A. 93.20 
 
 18-Point 
 
 L. C. 91.70 C. 91.6O I8a 12A. 93.00 
 
 14-Polnt 
 
 L. O. 91. 60. O. 91.60 
 
 TO PLEASE THE EYE THE HEARST series has 
 
 is One of the Aims of Gained an Enviable Record 
 a fifood Ad among lead- 
 
 "^ r^ , 6a 3A. 96.00 30-Polnt L C. 92.26. C. 92.76 
 
 and easily TI^PI'CT^/^T^T\71^ ^^^ advertis- 
 
 gained by XDJl 1?*JD\^ JL 1 V JC ers.Marshall 
 
 the use of ^.^ J A ^^^^^4-4^ ^^^^^ ^ ^^• 
 
 Hearst $2 BTiCi J\TllSllC always use it 
 
 32 
 
 (^ 'Vi^J" HEARST ITALIC SERIES ^"-» JJ 
 
 AA FOUNDRY i....v.o.x,n,x,„ <^Mcago W 
 
 PATENT PENDINQ 
 
 Buffalo AA 
 
 18-Polnt Border Ho. 42— Font of 6 Inches, 40c. 
 
 7a 4A. 96.00 
 
 86- Point 
 
 BUSINESS BUILDING 
 
 L.. o. 9a.40. o. 9a.so 
 
 lO-PoJnt 
 3aal0A,92.6O L.0.91.26,0.9l.26 
 
 Hearst 
 
 12-Polnt 
 80al6A.92.80 L.C.9I.46.C.91.86 
 
 loUNDky''''''Z^ ^^WV€./OC. J.V^U.l/%^ ^ VERSATILE & 
 FOUNDRY was the FORGEFUI TYPF 
 
 originator of Stand- faceeminentl fU 
 
 Zt f''"^ ^1'^- ^^^ ^r^' now acknowledged ted for use in magazine and '2^ J high 
 the greatest innovation by the printer, the grade advertising, as well as for art 
 advertising expert & the advertiser as well catalogues, brochures, booklet. Mars 
 
 4»8A. 916.00 
 
 7a-Poliit 
 
 It. O. 96.60, C. 9S.SO 
 
 ^RTS Best 
 
 8-Polnt 
 88a20A,92.a6 I..C.91.10,0.91.1S 
 
 THE VALUE OF AM AD- 
 VERTISEMENT LIES IN 
 an ingenious combination of 
 impressive typography and 
 impressive copy. No one 
 will see such an advertise- 
 ment without reading it and 
 no one who reads it and is 
 interested in the use of the 
 goods exploited will fail to 
 be impressed by the argu- 
 ment presented. The most 
 attractive typographic work 
 is attained by using Inland 
 
 4a SA. 911.86 
 
 lOa 4A. 94.30 
 
 30-Polnt 
 
 L. o. 92.40, c. 91. eo 
 
 MODERNIZE 
 Your Ad-Work 
 
 laa 6A, 93.60 
 
 a4-Pou>t 
 
 L. C. 91.eo. C. 91.80 
 
 SHEKELS MADE 
 With Inland Types 
 
 e- Point 
 
 42aaaA,9a.oo i..o.9i.oo,c.9i.oo 
 THE CHIEF AIM OF A TRADE 
 JOUR\AL ADVERTISEMENT 
 is to be impresswe. Yet. at a 
 rule, even the best of such adver- 
 tisements are somewhat lacking in 
 impressiveness. The design may 
 be exceedingk- attractive, tchile 
 the copy fails utterly to back up 
 the design. Or the copy may be 
 strong, but presented in such a 
 manner as to lose its force. It 
 must be remembered that attract- 
 iveness is of little value without 
 substance ; nor are real facts im- 
 pressive unless they are attract- 
 ively presented. Better results 
 are obtainable with Inland Type 
 
 L. o. 94.ao, c. 97.oe 
 
 "^P-^ ^^ _^ ^—^ OO-Polnt L.0.94.a0,C 
 
 SHO W Qards 
 
 a4a laA. 98.00 
 
 14-Polnt 
 
 li, O. 91.66, O. 91.46 18a SA, 9S.aO 
 
 18-Polnt 
 
 L. O. 91.70, C. 91.60 
 
 eOMPETITORS KNOW THE MARKED SFMRI ANfiF 
 
 Merits of Inland Type and try to Z £^7. , '^^j**f ^-^-^^ ^ 
 
 duplicate them but such attempts ^^ froaucts Of Engravers 
 
 always result in ludicrous failure Possible witfl This $760 
 
 4a SA. 97.36 ^o „ . 
 
 SUPERB Letters 
 
 U O. 93.76. O. •44M> 
 
 S3 
 

 ■ ll w^jY »ivTr\ Saint Louis ^^ 
 
 MM TYPE MACFARLAND SERIES "cW.^ M 
 
 UU FOUNDRY cut by permission of Genzsch4Heysh Buffalo MM 
 
 (to 4A. «6.00 
 
 Se-Polnt 
 
 18-Polot Border No. 44— Font of e Inches, 40o. 
 
 L. c. aa.afi, o. aa.TB iob 6a. «s.60 
 
 a4-Polnt 
 
 L. O. ai.TO. C. $1.76 
 
 EDITIONS ^J^NOWLEDGE 
 T-k. - . rx • Essential to buccessrul 
 
 Rich in Design Business Ventures 
 
 6-Polnt 
 48aaaA.«a.OO L.C.<1.06.C.$0.96 
 
 IF YOU WILL NOTE OUR TYPE 
 carefully you will see that no letters 
 are loo large or too small, too light 
 or too heavy. They are just as they 
 should be, uailorm and accurate. 
 
 4s 3A. aie.ao 
 
 6a 4A. •7.3S 
 
 48-Polnt 
 
 h. o. •a.ao. o. 64.86 
 
 IN Land 
 
 84-Point 
 
 8-Polnt 
 
 44aaoA.$a.a6 L.cai.is.oai.io 
 THE MOST IMPORTANT 
 feature of Inland Type is its 
 accuracy. Accuracy of face 
 gives style and beauty to the 
 work and invariably pleases 
 
 L. o. $0.4o. c ae.oo 
 
 HANDsome 
 
 14-PoUit 
 
 18 Point 
 
 a4a laA.aa.OO I,.C.«1.60.0.61.60 6a 3A. 69.00 
 
 NOTORIOUS 
 
 Among Particular 
 Advertisers 
 
 64-Polnt 
 
 LEGible 
 
 L. O. $3.76. O. 66.36 aOal0A.$3 ao L O $1.60.C.$1.70 
 
 HARMONY 
 
 Produced With 
 
 MacFarland 
 
 *m aA, 613.00 
 
 7a-Polnt 
 
 L. O. 64.eO. O. 68. lO 
 
 Plain TYPE 
 
 14» 7A. 63.30 
 
 aO-Polnt 
 
 L. O. 61.06. O. 61.66 0«4A. 64.30 
 
 80-Potnt 
 
 L. o. aa.as. o. aa.oe 
 
 USEFUL DESIGNS FINANCED 
 
 '"Tntir ?vTr '„r "^ Modern Print $5 
 
 Inland Type Foundry 
 
 lO-Polnt «- on 
 
 36aieA.«a.60 L.C.61.40.C.61.10 Oa aA. »o.oo 
 
 STANDARD LINE 
 
 Unit Set Type is Slogan 
 
 of the Inland 
 
 1 a-PoInt 
 4a-Polnt L. O. $3.86, O. $8.16 83* 16A.$2.80 L.C.$1.46,0.$1.86 
 
 UNIT Set 
 
 4* SA. 60.76 
 
 0O-Polnt 
 
 A NOTABLE 
 
 Production Admired 
 Wherever Used 
 
 L. O. $3.60, C. $6.16 
 
 GRACE Galore 
 
 34 
 
 ON UNIVERSAL LINE 
 NICKEL-ALLOY METAL 
 
 THIRTEEN SIZES. POINT SET 
 
 ^ Powell 
 
 KEYSTONE TYPE FOUNDRY, PHILADELPHIA and NEW YORK 
 
 22 A 44 a 6-Point $2.00 
 
 THE MAJORITY OF PRINTERS HAVE CONCEDED 
 MANY MERITS IN THE KEYSTONES PRODUCTS 
 Few lack accurate information on the subject. If theae few 
 could step into the Foundry and see the vast quantities of 
 type and material that printers are ordering, they would soon 
 come to the conclusion that Universal Line. Nickel-Alloy. 
 Point Set Type is the best type made— and it is. One of the 
 principal qualifications of good type is durability or staying 
 power of the metal from which the type is cast 1234567890 
 
 20 A 40 a 8-Point $2.25 
 
 WITHOUT WEARING QUALITIES. FACES 
 WILL ROUND AND BECOME VERY BOLD 
 
 Nickel-Alloy has proven its value to all printers 
 who have used it. and they state that it is the best 
 type metal they have ever used; and substantiate 
 the fact by their many orders for Keystone Type 
 cast on Universal Line, a time-saver all the time 
 
 16 A 30 a 10-Point $2.50 
 
 THERE ARE NO AIR-HOLES IN 
 NICKEL- ALLOY METAL TYPE 
 No effort or expense was spared to 
 make our type metal the best possible 
 to attain, and it requires no learned 
 sage to tell us that we have succeeded 
 
 ISA 28a 
 
 12-Point 
 
 $2.75 
 
 DON'T W^AIT UNTIL YOU 
 LOSE THE BEST PATRONS 
 Order Powell Series and you can 
 keep them with you always, and 
 it attracts new ones as well $ 1 23 
 
 12 A 24 a 
 
 14-Point 
 
 $3.00 
 
 A TYPE THAT CATCHES 
 THE EYE IS VALUABLE 
 
 Advertisers desire type that 
 can be easily read, this Series 
 is adapted for Display Work 
 
 9 A 18 a 
 
 18-Point 
 
 $3.25 
 
 OLD LFNE SYSTEM 
 CAN NEVER LAST 
 Make your Job Office 
 pay, use Universal Line 
 
 RrNKLETS, PES roNT, »1.*r) 
 
 6 A 10 a 
 
 24-Point 
 
 $3.50 
 
 USEFUL JOB SERIES 
 Attractive Results 123 
 
 5A 9a 
 
 30- Point 
 
 $4.25 
 
 NEAT DESIGNS 
 
 Producecl in Color 
 
 4A 7a 
 
 36-Point 
 
 $5.00 
 
 FTNE PRINTS 
 
 Series of Po"well 
 
 3A 6a 
 
 42-Point 
 
 $6.25 
 
 BOY FIRED 
 
 Hit the Mark 
 
 3A 6a 
 
 48-Poin< 
 
 $7.50 
 
 RED Chiefs 
 
 3A 4a 
 
 60- Point 
 
 $10.00 
 
 Sick PIG 
 
 3A 4a 
 
 72- Point 
 
 $14.00 
 
 Flashed 
 
 f 
 
 36 
 
rc^ 
 
 "•^3 
 
 THE CHARTER OAK SERIES OF TYPE 
 
 = tl§adm in the Followina Ten Umaful SIxmm, of Nlekml-Allof, on Vnivanal Line and Point Set =^=^= 
 
 BY THE KEYSTONE TYPE FOUNDRY, PHILADELPHiA AND NEW YORK 
 
 90TH CENTURr SOKDER, PkDT ONC, PER FONT, tl.iO 
 
 6-Point 
 
 VCRY F£W STVLCS OF TVPC IkKE SO WCLL IkOlkPTEO 
 TO GENERAL DISPLAY WORK AS THIS BOLD SERIES 
 Theme Italic Lettere will attract attention in Job Work 
 as well aa in Advertimementa, and with proper care will 
 laet you many years am they arm aamt from our Celebrated 
 Nickel-Alloy Typm Metal; a hard, tough metal Invented 
 and made only by the Keymtoua Type Foundry 5123456 
 
 8-Point 
 
 IN MANY JOBS BORDERS 4M0 ORNAlttElVTS 
 ARE NECESSARY TO IMPROVE APPEARANCE 
 Many styles of Type and Border do not look 
 well together, due care should be exercised 
 In the selection of material for the different 
 Grades of Printing you desire to undertake 
 
 lO-Point 
 
 UNIVERSAL UNE AND POII 
 TYPE SAVES MUCH USEFUi 
 
 The time wasted cutting cai 
 and paper would amount to 
 valuable hours in a very shi 
 Thin Space Cases filled wh 
 
 14-Point 
 
 TYPE n/IADE ON THIi 
 
 intakes the Justlficath 
 and many styles may 
 used in the same line 
 SI 234567 89i 
 
 24-Point 
 
 THE PRICES 
 
 6-Point. 15 A 25 a, $2.00 
 
 8-Pomt, 12 A 20 a, 2.25 
 
 10-Point, 10 A 18 a, 2.50 
 
 12-Point, 9 A 16 a. 2.80 
 
 14-Point, 7 A 12 a, 3.00 
 
 18-Point, 6 A 9 a, 3.20 
 
 24-Point. 5 A 7 a, 4.00 
 
 30- Point. 4 A 6 a. 5.30 
 
 36-Point. 3 A 5 a. 6.40 
 
 48- Point. 3 A 5 a. 10.00 
 
 Complete Serlem, 
 541.45 
 
 The Charter Oak figures 
 are two- thirds set. a feature 
 that will be found advanta- 
 geous to printers in general. 
 
 \ 
 
 12-Point 
 
 ORDINAL SERIES USED 
 THE SUES AND PRICES 
 
 miy one of our Numerous 
 Modern or Old Styles and 
 fs of Body Type $12345 
 
 18- Point 
 
 L-ALLOY lUETAL 
 
 all Type, Botder 
 iitts of our make 
 
 $1234567890 
 
 24-Point 
 
 FINEST GRJiDES OF PRINTING 
 Produced from these Bold Series 
 
 30- Point 
 
 OISPLA V JOB FA VORITES 
 Best new Series Advertised 
 
 36-Point 
 
 ITAUC BOLD SERIES 
 Cover Printed in Blue 
 
 & 
 
 48-Point ■ 
 
 Best of PRINTS i 
 
 2j^ lOJ 
 
 m 
 
 
 I^^BI 
 
 Ben. Franklin Series 
 
 UNIVERSAL LINE 
 OF NICKE L-ALLOY 
 
 Twelve Sizes. Point Set 
 
 I 
 
 I THE KEYSTONE TYPE FOUNDRY. PHILADELPHIA and NEW YORK | 
 
 ^^^ 6-POINT PRIMITIVE BORDcR, PER FONT OF ft FEET, tl.fto R 
 
 22 A 44 a 6-Point $2.00 
 
 LIKE BEN. FRANKLIN. THIS POPULAR SERIES IS 
 WELL KNOWN AND LIKED BY ALL WHO SEE IT 
 
 Can be used with desirable results on almost every Grade 
 of Printingf and is very attractive for display work as it has a 
 bold, clear face without appearing' clumsy, and when used 
 in colors with the Ben. Franklin Open very neat effects are 
 produced that will please the most skeptical eye. and is also 
 very satisfactory to the Particular Customer who takes a 
 Pride in his Office Stationery and other Work S1234S67890 
 
 20 A 40 a 8-Point $2.25 
 
 WHEN HIS FATHER SAW HIS READINESS 
 IN LEARNING. HE SENT HIM TO SCHOOL 
 
 He intended to educate him for the Ministery. and 
 was accordingly placed, at the age of eight yean, at 
 a Grammar School, where, in less than a year, he 
 was advanced, and would have been still further 
 promoted the coming term had he gone to school 
 
 16 A 34 a 10-Point $2.50 
 
 FRANKLIN HELPED HIS FATHER 
 IN HIS BUSINESS MAKING SOAPS 
 And Tallow Candles, he was employed 
 cutting wicks, filling candle moulds and 
 running errands, but he did not like 
 this new job and wanted to go to Sea 
 
 15 A 28 a 
 
 12-Point 
 
 $2.75 
 
 BEN. WAS APPRENTICED TO 
 HIS ELDER BROTHER JAMES 
 
 Who was a printer atid published 
 New England Courant. the fourth 
 Newspaper in America 123456789 
 
 12A 24a 
 
 14-Point 
 
 $3.00 
 
 THE BROTHERS FAILED 
 TO GET ALONG WELL 
 
 After some time, when Ben. 
 was Seventeen Years of age 
 he ran away to Philadelphia 
 
 9A 16a 
 
 18-Point 
 
 $3.25 
 
 FRANCE PAID HIM 
 GREATEST HONOR 
 
 Carried by the Queen's 
 own Litter to the Sea 
 
 5A 10a 
 
 24-Point 
 
 13.50 
 
 CLEAR AND NEAT 
 For Effective Displ&y 
 Net Profit $123,456789 
 
 5A 8a 
 
 30-Point 
 
 $4.25 
 
 SLY OLD MONK 
 Is Taken Captive 
 
 4A 6a 
 
 36-Point 
 
 $5.00 
 
 RISING TIDE 
 
 O'er the Beach 
 
 3A 4a 
 
 48-Point 
 
 $7.50 
 
 TRIBE IN 
 Dress Suit 
 
 3A 4a 
 
 60-Point 
 
 $11.50 
 
 NO Pink 
 
 3A 4a 
 
 72-Point 
 
 $14.90 
 
 Rushed 
 
 87 
 
•$• 
 
 •f" 
 
 •^ 
 
 ^i(ivfr.ifyTy^ ft^'W^ ■'t^t^u^ i^-k:fd^f(^^:Mtiti't:ffJvf^ii:k^ 
 
 The 
 
 Cardinal 
 
 Series 
 
 24A 46a 
 
 « 
 
 •-Point 
 
 noo 
 
 HE CELEBRATED Nickel- 
 AUoy Type Metal will be found 
 to outwear that of any other 
 type made. In our own, as 
 well as in foreign countries, 
 wherever Keystone Tyi»e has 
 been put to the test, it has 
 always been found to retain the sharp outline 
 of the character much longer than type cast from 
 any other metal. It must therefore be apparent 
 that Keystone Type possesses a two-fold virtue 
 — strength and durability. Do you use up-to- 
 date. Point Set type made on Universal Line of 
 Nickel-Alloy metal? The many advantages to 
 be derived by using this new combination will 
 unquestionably prove to all the type-users that 
 everything said concerning Universal Line and 
 Point Set is positively the same as represented 
 and now that it is becoming more popular every 
 day, further introduction is almost unnecessary. 
 One can readily see the old system of cutting 
 cardboard and pai>er for justification is a thing 
 of the past, and Point Body, Point Line and 
 Point Set has become the standard of the day 
 
 m 
 
 Made of Nickel -Alloy Type Metal 
 OB Universal Line and Point Set 
 
 By the 
 
 Keystone Type Foundry 
 
 Philadelphia and New York 
 
 • -POINT RuNNtWQ MOROCR »»0. IK, PtH rOWT or 8 rffT, fl.SO 
 
 :^l^;pi^:ip^V¥¥¥¥¥¥¥¥¥¥¥¥^¥¥¥¥¥¥¥¥¥¥¥¥--if 
 
 EIIIIBIIIISIIISIIIHIIIH 
 
 I 
 
 I 
 
 ■ 
 
 38 
 
 ■ilA 44a 8-P(ilNT f!.25 
 
 IT IS A RARE OCCURRENCE TO FIND ANY 
 TYPE FACE THAT IS EQUALLY OF VALUE 
 For both Job and Book Composition — That suits either 
 the Brochure and Catalogue or the highest class of the 
 Office Stationery, and is especially adapted for neat work 
 
 •MA 3«a 
 
 U)-Pl)IXT 
 
 rj..-H) 
 
 SUCH SERIES IS OF GREAT VALUE 
 And it doesn't take a practical printer very 
 long to see the Cardinal Series in this light 
 as it is suitable for all classes of Printing 
 
 iti A :«! a 
 
 li-I'iPiXT 
 
 ♦•i.: 
 
 THERE ARE OTHER THINGS 
 That make this Series popular; it's 
 made of Nickel-Alloy Metal and 
 cast on the Universal Line System 
 
 I4A 2lia 
 
 14 Point 
 
 t:i.ui 
 
 THE PRINTERS' FAVORITE 
 
 Type for Neat and Attractive 
 Work that pleases 1234567890 
 
 10 A 211 a 
 
 |H I'diN r 
 
 f:!.!-. 
 
 MANY TYPE SERIES 
 Found in Modern Shops 
 
 6 A 12a 
 
 24-PiiisT 
 
 t^i.rto 
 
 The County FAIR 
 
 fiA 10 a 
 
 lUt-PolNT 
 
 »1.'. 
 
 HORSE to Ride 
 
 5A 8a 
 
 :t«-PMiNT 
 
 $5.U) 
 
 Tracks FINE 
 
 5a 8 A 
 
 42. Point 
 
 K..2.5 
 
 DAN Patch 
 
 4 A 7 A 
 
 4»- Point 
 
 ♦T.rio 
 
 Meat PIE 
 
 t; I'oi'ir HbNxiNG ao«ne'« no. ■/''< Ptn m-^T or a rfCT %< 40 
 
 m 
 
 1 
 
 
 ■ 
 
 i 
 
 ■ 
 
 MM 
 
 16 A 32 a 10-Point $2.50 
 
 HAVE YOUR CASES FILLED WITH 
 Type cast from the Celebrated Nickel- 
 Alloy Metal, the best type made 25,687 
 
 15 A 30 a 
 
 12-Point 
 
 $2.75 
 
 USE LAUREATE TYPE SERIES 
 On Universal Line and Point Set 
 
 12 A 24 a 
 
 14- Point 
 
 $3.00 
 
 NICKEL«ALLOY METAL 
 Type will stand hard usage 
 
 9A 18a 
 
 18-Point 
 
 $3.25 
 
 THEATRE REPORT 
 Shows its Profits $753 
 
 5A 10a 
 
 24- Point 
 
 $3.50 
 
 Landing BOAT 
 
 5A 9a 
 
 30-Point 
 
 $4.25 
 
 TRICK Maker 
 
 3A 6a 
 
 36- Point 
 
 $5.00 
 
 New IDEA 
 
 3A 5a 
 
 48-Point 
 
 $7.50 
 
 HIS Belt 
 
 3A 4a 
 
 60- Point 
 
 $11.20 
 
 United 
 
 3A 4a 
 
 72-Point 
 
 $14.70 
 
 Metal 
 
 11-POINT nUNNING BORDER NO. *ti, PER FONT OF 4 FEET, $).40 
 
 ^r 
 
 •#• 
 
 24 A 44 a 
 
 6- Point 
 
 $2.00 
 
 It is not growing tike a tree 
 
 In bulk, doth make man better be. 
 
 Or standing long an oak. three hundred year 
 
 To fall a log at last, dry, bald and tear. 
 
 A lily of a day 
 
 Is fairer far in May. 
 Although it fall and die that night 
 It was the plant and flower of light I 
 
 'Ben JonsoB' 
 
 Jk 
 
 The 
 
 Laureate 
 
 Series 
 
 Made of Nickel-Alloy Type Metal 
 on Universal Line and Point Set 
 
 By the 
 
 Keystone Type Foundry 
 
 Philadelphia and New York 
 
 22 A 40 a 8-Point $2.25 
 
 A sweet attractive kind of grace. 
 
 A full assurance given by looks. 
 Continual comfort in a face. 
 
 The lineaments of Gospel books — 
 I trow that countenance cannot lye 
 Whose thoughts are legible in the eye. 
 
 "Spenser* 
 
 t-POtNT RUMNINO BORDCH MO. t«« PCR FONT or ft FEET, ftt.&O 
 
 jgigBBIgSSgigiHgiBMygggJgaglBgiaseoqtaEgii^i^^ 
 
 39 
 
I f 
 i . 
 
 John Hancock Series of Type 
 
 MADE IN THIRTEEN SIZES ON UNIVERSAL LINE, POINT SET. OF CELEBRATED NICKEL-ALLOY METAL 
 
 20A 3Sa 6-Point $2.00 
 
 PERSISTANT ADVERTISING IS SURE TO 
 ATTAIN MOST PROFITABLE RESULTS 
 
 When bold face type used Jadicionsly 
 IB an attractively displayed advertlse- 
 ■Mnt It Is booad to catch tlie eye of an 
 ordinary reader and create praise and 
 conuacnt from the observer tl2S.45C.789 
 
 18 A 32 a S-Point $2.25 
 
 THIS HANDSOME SERIES, MADE 
 IN THIRTEEN DIFFERENT SIZES 
 Of NIckel-AUoy Type Metal on 
 Universal Line, a combination 
 that guarantees usefulness as 
 well as longevity of tlie laces 
 
 ISA 30 a 10- Point $2.50 
 
 DISCARD YOUR OLD AND 
 OBSOLETE TYPE FACES 
 Re-Stock your plant with 
 new and up-to-date laces 
 tbat are dividend payers 
 
 14 A 28 a 12-Point $2.75 
 
 HARMONY OF DESIGN 
 Is essential in iob-work 
 as ivell as ads. along 
 with the paper 12345678 
 
 12 A 22) 
 
 14-Point 
 
 13.00 
 
 LEADS AND SLUGS 
 Are necessary in all 
 print-shops; be sure 
 you have sufficient 
 
 9 A 16 a 
 
 18-Point 
 
 $3.25 
 
 NICKEL-ALLOY TYPE 
 Stands the Impression 
 
 6A 10] 
 
 24- Point 
 
 $3.50 
 
 BOLD TYPE PAYS 
 Profits $123,456.78 
 
 5A 8a 
 
 30-Point 
 
 $4.25 
 
 FISH CAUGHT 
 
 Shad and Pike 
 
 4A 6a 
 
 36-Point 
 
 $5.00 
 
 NEW Shade 
 
 3A 6a 
 
 42-Poiat 
 
 $6.25 
 
 Road CAR 
 
 3A 5a 
 
 48-Pomt 
 
 $7.50 
 
 TIE Held 
 
 3A 5a 60-Point $11.30 
 
 Earthen JUG 
 
 3 A 4 a 72-Point $13.85 
 
 OLD Match 
 
 THE KEYSTONE TYPE FOUNDRY 
 
 PHILADELPHIA 
 AND NEW YORK 
 
 It-POINT RUNNina lOIIDEK NO. IfS, HH rONT Or 4 F(IT, tt.4 
 
 
 John Hancock Extended 
 
 Made In twelve sizes on Universal Line, Point Set, of NIckel-Allov Type IVfletal 
 
 7A 14a 
 
 14-Point 
 
 $3.00 
 
 Nickel -A.llo>^ IVfetal 
 
 5 A 10 a 
 
 18-Point 
 
 $3.25 
 
 POINT BODY 
 A.nd Point Set 
 
 3A 6a 
 
 24-Point 
 
 $3.50 
 
 SXAMDIISJG 
 On tlie ]_.lrie 
 
 3A 5a 
 
 30-Point 
 
 $4.55 
 
 Notice TS 
 
 3A 5a 
 
 36-Point 
 
 $6.55 
 
 3A4a 
 
 42-Point 
 
 $8.20 
 
 JVIodel 
 
 3A 4a 
 
 48-Point 
 
 3A 4a 
 
 60-Point 
 
 15 A 28 a 6-Point $2.00 
 
 AlV UP-TO-DATE EXTENDED 
 LETTER IS «JUST THE THING 
 
 Printers are looking for sucti, 
 to complete ttieir office. The 
 •John Hancock Extended Type 
 Series can be used In any Uob 
 or Ne^vspaper Ad., wherever 
 an extended letter Is required 
 
 14 A 24 a 8-Point $2.25 
 
 A. <JOB OR A.N A.D. SEX IIM 
 XHIS EXXEIMDED XYi=»E 
 
 Will surely please every^ 
 customer. «Jotin Hancock 
 Extended Series Is cast 
 on Universal I-Ine, F*oInt 
 Set, ol Nlckel-A-lIoy IVf etal 
 
 10 A 20 a lO-Point $2.50 
 
 GET XHE LATEST 
 AIMD BUY IT NOW 
 
 A little money will 
 t>uy ttie latest type 
 series, and It will 
 aid your business 
 and Insure profits 
 
 9 A 18 a 
 
 12-Point 
 
 $2.75 
 
 AND BORDERS 
 Are mostly used 
 to improYe ttie 
 neat and catetiy 
 appearance 3^9 
 
 $11.25 
 
 $17.35 
 
 Best FIT 
 
 KEYSTOIME TYRE EOUIMDR 
 
 =^=== Plilladelptila and NeiA^ York ^=^== 
 
 1S-P0INT nuNNINO BORDEN NO 1447. rCR FONT OF 4 FCCT, •1.40 
 
 
 X 
 
 41 
 
NIAGARA SERIES 
 
 Mkkd- Alloy Type Metal, Universal Line, Point Body and Point Set 
 
 THE KEYSTONE 
 TYPE FOUNDRY 
 
 PHILADELPHIA : NEW YORK 
 
 PRtSTO BOnOCN. PSR FONT. %I 00 
 
 6-Point 
 MOST SUCCESSFUL FKIMTERS USE ITALIC DISPLAY LETTERS 
 ON UmVERSAL LIHE. FOIMT SET, OF HICKEL. ALLOY METAL 
 
 Many valuable hours were losi bf the old sysfem, adlusling with 
 strips of paper or cardboard. The new system, Unirersal Line, is 
 used by many printers and publishers tor its labor-saving and also 
 
 10-Point 
 
 A LETTER FOR GENERAL USE IH\ 
 TYPOGRAPHY, BRINGS GOOD RE 
 Prinfers making a small investment 
 Niagara Series, will positively accom 
 
 14-Point 
 
 THE FALL COMES DOW 
 A FEARFUL RUSH AND A 
 
 of 162 feet, and after star 
 river. Beautiful scenerie 
 
 8-Point 
 
 A SUMMERNIGHT'S FESTIVAL FOR THE BENEFIT OF 
 THE POOR WILL BE HELD AT NIAGARA FALLS PARK 
 
 On this occasion the falls and the park will be decorated 
 and the Buffalo Brass Band will play the best selections 
 
 THE PRICES 
 
 6- Point, 
 8-Point. 
 10-Point. 
 12-Point. 
 14-Point, 
 18- Point, 
 24-Point, 
 30-Point. 
 36-Point. 
 48-Point, 
 60-Point. 
 72-Point, 
 
 28A 52a. $2.00 
 
 25A46», 2.25 
 
 22A38», 2.50 
 
 20A34a. 2.80 
 
 ISA 26a, 3.00 
 
 12A18a, 3.20 
 
 8A12a, 3.50 
 
 7A10a. 4.30 
 
 5A 9a. 5.50 
 
 5A 7a, 8.50 
 
 4 A 6 a. 12.00 
 
 4 A 5a. 14.25 
 
 Complete Series, S63.i0 
 
 12-Point 
 
 CRT STORY ABOUT THE WELL 
 NIAGARA RIVER AND FALLS 
 
 ted on the northern part of the 
 r, running down to 125^567890 
 
 18-Point 
 
 f/JVG UP THE LAKE 
 fing against the tide 
 )s out tlie sailor and 
 
 24- Point 
 
 AN ITALIC LETTER Mractive in Display 
 
 30- Point 
 
 36-Point 
 
 Leading STORE I Timber FAIR 
 
 48-Point 
 
 WINTER Residence 
 
 60-Point 
 
 Best of PRINTS 
 
 72-Point 
 
 MADE Profits 
 
 4S 
 
 MODERN LINING ROMAN No. 510 
 
 8 POINT LININO ROMAN NO 610 
 
 After speech and »fter writinjf. which had been the 
 glow growth of the Ages, the art of printing should be 
 regarded as next in importance. It has been called 
 the "art preservative." the "nurse and preserver of 
 all the arts," while other expressions in similar vein 
 have been applied to it. and surely, if it had no other 
 claim to our gratitude it would be worthy of all honor. 
 To preserve for posterity the records of the past, the 
 discoveries of science, the imagination of genius, the 
 greatest thoughts of the greatest minds, nothing could 
 more properly claim our consideration and our re- 
 spect. But printing has done more than this. Besides 
 being a preserver of human thought and the record 
 of human action . it ha.s benn an instructor and a civil- 
 izer of the human race. While it disseminated knowl- 
 edge more widely and more rapidly than the hand of 
 the scribe. It was al.so more reliable and accurate, for 
 it multiplied copies which were exactly alike, and did 
 not sufTer from changes and errors in copying, which 
 were only too numerous in the manu.script*. no mat- 
 ter how conscientious and devoted the scribe might 
 be. And he was not always overscrupulous in adher- 
 ing to the text i/a turn oj a letter or an imerted line might 
 hdp his doctrine or theory. The multiplication q/ printed 
 Lowrr omie • to i. 15^ <<>>■ 
 
 8 POINT LININO ROMAN NO SIC 
 
 After speecli and after writing, which ha<l 
 been the slow growtli of the ages, the art of 
 printing should be regarded as next in im- 
 portance. It has been called tlie "art pre- 
 sen'ative," the "nurse and preserver of all 
 the arts," while other expressions in similar 
 vein have been applied to it, and surely, if it 
 had no other claim to our gratitude it would 
 be worthy of all honor. To preserve for 
 posterity the records of the past, the dis- 
 coveries of science, the imagination of genius, 
 the greatest thoughts of tlie greatest minds, 
 nothing could more properly claim our con- 
 sideration and our respect. But printing has 
 done more than this. Besides being a pre- 
 senter of human thought and the reconl of 
 human action, it has been an instnicUtr and a 
 civUizer of the human race. While it dixsemi- 
 
 I.ower cnr k u> i, I^H «mii 
 
 6 POINT 
 
 POPULAR AND PROFITABLE ADVERTISEMENTS 
 Intelligent advertisers always select the sheet which 
 CIRCULATES among their distinctive line of customers 
 
 9 POINT 
 
 ARTISTIC BIRTHDAY INVITATIONS 
 Our designs have set the standard for the 
 most dainty effects at reasonable prices 
 
 11 POINT 
 
 HARVEST PEOPLE SHOUTING 
 Greatest crops for many years and 
 the prices rapidly soaring upward 
 
 8 POINT 
 
 SOME REM.\RKABLE PECXXIARITIES 
 Man is a nomad. In his natural state he is 
 HAMPERED by the conventionalities of society 
 
 10 POINT 
 
 EXHIBIT MENTAL ENDURANCE 
 Health is the soul that animates all of 
 the enjoyments which this life affords 
 
 la POINT 
 
 MODERN SCHOOL BOARDS 
 Teaching methods changed with 
 BETTER results in the aggregate 
 
 Specimens are partly opened with t point leads 
 
 After speech and after writing, which had 
 been the slow growth of the ages, the 
 art of printing should be regarded as next 
 in importance. It has been called the 
 "art preservative," the "nurse and pre- 
 server of all the arts," while other expres- 
 sions in similar vein have been applied to 
 it, and surely, if it had no other claim to 
 our gratitude it would be worthy of all 
 honor. To preserve for posterity the re- 
 cords of the past, the discoveries of science, 
 the iniiigination of genius, the greatest 
 thoughts of the greatest minds, nothing 
 could more properly claim our consider- 
 ation and our respect. But printing has 
 done more than this. Besides being a 
 
 Lower e*M * to i. IS enu 
 
 B POINT umiio Roman no sio 
 
 After speech and after writing, which 
 had been the slow growth of the ages, 
 the art of printing should be regarded 
 as next in importance. It haa been 
 called the ' 'art preservative" the ' 'nurse 
 and preserver of all the arts," while 
 other expressions in similar vein have 
 been applied to it, and surely, if it had 
 no other claim to our gratitude, it 
 would be worthy of all honor. To 
 preserve for posterity the records of the 
 past, the discoveries of science, the im- 
 agination of genius and the greatest 
 thoughts of the greater mimls, nothing 
 could viore properly claim our respect and 
 
 Lower csae a to i, la S-S eas 
 10 POINT LININO ROMAN NO 510 
 
 AMERICAN TYPE FOUNDERS COMPANY. 
 
 48 
 
I 
 
 
 CHELTENHAM OLDSTYLE SERIES 
 
 DESIGNED. CUT AND CAST ON THE AMERICAN UNE. PATENT APPUED FOR AND REGISTERED BY THE 
 
 AMERICAN TYPE FOUNDERS CO. 
 
 •P»*'»t 20 A $0.90 40afO.S5 *l.:.-i 
 
 DESIGNATE THE UNES OF PRINTING FOR WHICH THE JENSON 
 
 Oldftyle is adapted and you have named tiw cla« of work for 
 
 Wluch the Chekenluin type ii available. And yet i* an enbrely difterenl letter, a* much 
 
 ■o as the Jenson OldAyle is from the DeVinne 
 
 11 Point 15 A $1.15 30 a $1.10 $-i.i:. 
 
 AMERICAN TYPE FOUNDERS COMPANY 
 
 Leader of Fashions for Printing World 
 
 Everything necessary for full equipment of printeiy 
 
 '■-I'""'t 15 A $1.25 SO* $1.25 $2.50 
 
 GUTENBERG. ROYCROFT & CHAUCER 
 
 Standard and classic publications are 
 Now obtainable from this well-known company 
 
 M Point 12 A $1.45 24 a $1.30 *i.T:. 
 
 SEVENTH ANNUAL EXHIBITION 
 
 Lovers of Art invited to attend 
 Raphael Arties Club on Mora Street 
 
 8 I'">"1 IS A $l.tX» .•Wb$100 $2.00 
 
 THE CHELTENHAM OLDSTYLE BIDS FAIR TO RIVAL IN 
 
 Popularity the juflly famous Jenson Oldilyle, the 
 
 Continued use of which is simply marvelous : this is not surprising 
 
 10 Point 
 
 16 A $1.10 32 a $1.05 $2.15 
 
 READING IS MADE REAL PLEASURE IF THE 
 
 Cheltenham Old^le type is used to convey 
 
 Favorite author's expressions or thoughts to the mind 
 
 18 Point 
 
 10 A $1.05 18 a $1.35 $3.00 
 
 ELECTRIC JOB PRINTING 
 
 Dividend Paying Types 
 Cheltenham Old^yle Charadler 
 
 24 Point 
 
 T A $1.90 12 a $1.60 $.3.50 
 
 MODERN FASHIONS 
 
 New Usable Faces 
 Fine American Quality 
 
 30 Point 
 
 e A $2.50 9 a $1.75 $4.25 
 
 LEGIBLE FIGURE 
 
 Plain Readable 
 United $498 States 
 
 The Cheltenham Old^yle 
 
 is an excellent body type for magazines, trade 
 papers, educational and religious periodicals, 
 also for booklets, folders and other literature 
 devoted to advertising. The eye is not wearied 
 by prolonged reading of Cheltenham print, be- 
 cause the type, though thin and compa<ft, offers 
 to the reader an extremely legible face. Fully 
 twenty per cent more matter can be set with 
 Cheltenham in a given space than with any 
 body letter now in use. By thus compacting 
 the words, the white spaces between them are 
 intensified, giving them much more prominence 
 as words. The human eye sees only the upper 
 \\a\i of a line of type. The lower half may be 
 cut away and the line can be read easily. This 
 principle was taken into account when Chel- 
 tenham was perf edled. Cheltenham has been 
 chosen to exploit more high grade mercantile 
 advertising now before the public than any 
 other type face available. This is a sweeping 
 statement, but true. Look at the Cheltenham 
 specimen sheets until the type may be easily 
 identified in every day use. Then note the 
 universality of its use : Cheltenham will con- 
 front the eye everywhere as the investigation 
 progresses, thus proving the truth of its universal 
 use. Your competitor with his Cheltenham 
 is making new friends and drawing old friends 
 just a little closer. Put Cheltenham at work in 
 your cases and on your presses. It's a mighty 
 type success. Let it win for you, as for others. 
 
 36 Point 
 
 6 A $2.60 8 a $1.90 $4.50 
 
 ENDURING USEFUL DESIGNS 
 
 Receiving Much Notice 
 National Society for Improvement 
 
 
 ^ 
 
 I 
 
 CHELTENHAM OLDSTYLE SERIES 
 
 DESIGNED. CUT AND CAST ON THE AMERICAN UNE. PATENT APPUED FOR AND REGISTERED BY THE 
 
 AMERICAN TYPE FOUNDERS CO. 
 
 42 Point 
 
 4 A $3.05 6 a $2.20 $5.25 
 
 ORIGINAL AND USABLE 
 
 Neat Quaint Styles 
 Beautiful Results Obtainabl 
 
 48 Point 
 
 4 A $4.00 6 a $2.75 py::-> 
 
 HANDSOME RETURN 
 
 Secure Investments 
 Quickly Bring Dividends 
 
 80 Point 
 
 3 A $4.86 4 a $3.15 $8.00 
 
 STRONG MERITS 
 
 Unique in Charadler 
 
 72 Point 
 
 3 A $8.40 4 a $4.10 $I0.S0 
 
 CREST HOUSE 
 
 Resorts 
 
 46 
 
CHELTENHAM ITALIC SERIES 
 
 DESIGNED. CUT AND CAST AMERICAN LINE. PA TENT AND REGISTRA TION APPLIED FOR. 1 904. BY 
 
 AMERICAN TYPE FOUNDERS CO. 
 
 6 Point Special Characters put up with font 20A 40m 12.00 
 
 •PROPHECIES :KADE SOME VIME JIGO IN REGARD TO THIS 
 
 Letter nol only have been fuUu TiealUeJ bul 
 
 Seen our MotI Sanguine Sxpedatiom haoe been Qttatly SxatJed 
 
 10 Point Special Characters put up with font 16A 32a 12.50 
 
 DESIRABLE TWENTIETH CENTURY TYPE 
 
 Enhancing the Chances of the 
 Art Preservative of Arts Be^nd Computation 
 
 U Botot Special Characters put up with font 14A 28a S2.75 
 
 BEAUTIFUL HARMONIOUS LEADEN 
 thought t^essengers 
 Conveying the Jldoertiser' s Inducements 
 
 14 Pknnt Special Characters put up with font 12A 22a $3.25 
 
 PRINTERS BEST FURNISHER 
 
 Houses Situated Everywhere 
 
 American Type Founders Company 
 
 8 Point Special Characters put up with font 18A 36a 12.25 
 
 THIS FINE SERIES MAKES THE SUPERIOR PRINTING 
 
 Indispensable for Modern Books or Magazines 
 
 Eoually Appropriate for Either Story or Dismay Column 
 
 11 Point Special Characters put up with font 16A 30a $2.76 
 
 PRESENTED VO iSMPLOYING ^PRINTERS 
 
 ^commended to Professional 
 
 Craftsmen ^veryfwhere for Engaging ^erit 
 
 Cheltenham Italic Special 
 Characters 
 
 JlST>SGM3^'PQu1i'GV& 
 
 £1 h rj V w \f 
 
 These Special CharaQers, in sizes larger than 14 
 Point, are fonted and priced by themselves, and only 
 sent when ordered. In 14 Point and smaller, the\f are 
 put up and sold with the fonts. 
 
 18 Point 
 
 Special Characters SO. 75 per font 
 
 lOA 16a $3.25 
 
 "PROMPT "DIVIDENDS jiND "BUSINESS PROSPERITY 
 
 Used Extensively iy Successful 
 "Discerning o^asters throughout business Circles 
 
 M Point 
 
 Special Characters $0.85 per font 
 
 6A 10a $8.60 
 
 DISTINCTIVE TYPOGRAPHICAL RESULTS 
 
 Attract Constant Unchanging Customers 
 
 so Point 
 
 Special Characters $1.00 per font 
 
 5A 9a $4.25 
 
 SOMETHING 'PRINTERS T>ESIRED 
 
 ^Modern jlrtislic 'Printing liesults 
 
 S6 Point 
 
 Special Characters $1.10 per font 
 
 6A 7a $5.25 
 
 DESIGNER FOR PUBLISHER 
 
 Numbering 1234567890 
 
 
 40 
 
 CHELTENHAM ITALIC SERIES 
 
 DESIGNED. CUT AND CAST AMERICAN LINE. PATENT AND REGISTRATION APPLIED FOR. 1904. BY 
 
 AMERICAN TYPE FOUNDERS CO. 
 
 42 Point 
 
 Special Characters $1.25 per font 
 
 4A 7a $6.25 
 
 HANDSOME RESER VES 
 
 Being the Famous 
 Letter Cheltenham Italic 
 
 48Ftoint 
 
 Special Characters $1.60 per font 
 
 4A te $7.B0 
 
 DUMBER T>ESIRING 
 
 T^rinting ^Machinery 
 
 60 Point 
 
 Spadal Characters $2.00 per font 
 
 8 A 6* $10.00 
 
 MODERN FA CES 
 
 Legible and Stylish 
 
 T2 Point 
 
 Special Characters $2.50 per font 
 
 SA 4a $13.50 
 
 "PRIZE MUST 
 
 ylnswer Question 
 
 47 
 
The Roycroft Series 
 
 DasisiMd. Cut an4 Cast on the American Line. Patent Applied for and Registere d by 
 
 American Type Founders Company 
 
 
 SPmnt 15AS0.90 30 a $1.10 S2.00 
 
 DiSTINCTIVE CHARACTERS PRODUCE THE CUDAN 
 Striking Qualities of Mercantfle Printorial Worii and Should 
 Receive tlie Greatest Consideration from Master Printers 
 
 18 Point 
 
 10 Point 
 
 12Atl.06 24 a $1.20 $2.26 
 
 GRACEFUL AND ATTRACTIVE DESIGN 
 Elssential in Producing the Finest Magazines 
 Receiving Many Compliments from Readers 
 
 10 A $1.16 20 a $1.36 $2.60 
 
 7 A $1.46 12 a $1.65 18.00 12 Point 
 
 MODERN CHARACTERS exhibition of many publishers 
 
 Handsome Beautiful Stylish Fmely Printed Books by Noted Authors 
 
 24 Point 
 
 5 A $1.75 8 a $1.50 $3.26 30 Point 
 
 4 A $1.90 7 a $1.85 $3 7S 
 
 ENCHANT MAIDEN DESIRING QUICK 
 
 Original Householder Printorial Fashions 
 
 12 Point 
 
 8A$3.10 6a$2.40 $SM jg Poi„t 
 
 4 A $2.60 6 a $2.26 $4.75 
 
 HOME SITE NIGHT MUSIC 
 Right Design Earliest Season 
 
 48 Point 
 
 SAtS.76 6 a $3.00 $6.75 
 
 FINER. GOWNS MADE 
 Desirable 2 6 Charader s 
 
 eOPkMnt 
 
 S A $5.66 4a$3.85 $9.50 
 
 SPRING MODISTE 
 Easter Hats Ruined 
 
 The Roycroft Series 
 
 Designed, Cut and Cast on the American Une. Patent Applied for and Registered by 
 
 American Type Founders Company 
 
 72 Point 
 
 8 A $7.25 4 a $4.75 $12.00 
 
 PRODUCTIONS 
 Liberal Discount 
 
 96 Point 
 
 8 A $10.00 3 a $6.00 $16.00 
 
 CHARMED 
 North Stand 
 
 120 Point 
 
 S A $13.20 3 a $7.80 $2L00 
 
 48 
 
 Merchant 
 
 48 
 
i 
 
 WAYSIDE BANDS AND BORDERS 
 
 ARE PATENT AND REGISTRATION APPLIED FOR BY AMERICAN TYPE FOUNDERS CO. 
 
 Wav^iht porbersi 
 
 Jf umis;!) berp strong contrasJW 
 of color, often requireb to gibe 
 life to tfje uniformity of plain 
 tppe; tfje tppe map be clear anb 
 pleas;ing, pet it^ qualitp can be 
 bastlp intensiif ieb bf tfje proper 
 placing of contrasting color, or 
 iti effect fjeigfjteneb by a s(pot 
 of i)armoniou£( s(ugges(tion. 3n 
 siupplping tf)e printer toitfj tfje 
 besit material for probucing tfje 
 greatest barietp of color re£(ult£f 
 tfte^apsiibesierieggtanbsJalone 
 anb gibe tfje mos(t usief ul asisiort^ 
 ment eber offereb to tfje trabe. 
 tlTfjesie Panbfl( anb Ornaments; 
 are mabe in tppesi h^ American 
 tlTppe Jfounbersf Co., anb for 
 siale at eacl) of tfjeir branches; 
 anb hv all tije s>pecial bealerss 
 in trabe centers^ of tfje toorlb. 
 ^enb pour orbersJ to tfje spelling 
 place tfjat i^ neares(t to pou, in 
 orber tfjat pou map secure tlje 
 taviit^t s1)ipment of t\)t goobs;. 
 
 36 POINT WAYSIOC BORDCn NO. 473. 18 INCHES SLSO 
 
 A WORD ABOUT WAYSIDE 
 BORDERS AND ORNAMENTS 
 
 f 
 
 480 DELROSE PLACE 
 
 HARMON'S 
 
 MANCHESTER. N. H. 
 
 
 MODERN PRINTING SHOP 
 
 • 44 72 ^^P ^^^^^^^ 
 
 The printer who has a good assortment 
 of the Wayside Bands and Ornaments, 
 in connection with American Line tyjje, 
 has the best means of producing attractive 
 and up-to-date work. Used intelligently 
 and with a little artistic judgment, they 
 mark the difference between the common- 
 place and the distinctive. There is not 
 another collection of typographic decora- 
 tions that can equal them for effectiveness, 
 and are so suggestive to the compositor. 
 
 ANNOUNCEMENT 
 
 HVRD'S 
 
 •SB *0< 
 
 m- 
 
 I8>- 
 
 •433« ■ eo< 
 
 HATS 
 
 • 4ISI 75« 
 
 50 
 
 WAYSIDE BANDS AND BORDERS 
 
 ARE PATENT AND REGISTRATION APPLIED FOR BY AMERICAN TYPE FOUNDERS CO. 
 
 FARMING 
 
 HIGHLY DEVELOPED BY THE 
 AGRICULTURAL DEPARTMENT 
 
 48 POINT WAV8I0E BOROCR NO. 017 13 INOHE* •I.SO 
 
 RELIABLE DATA 
 
 FROM 
 
 SOME EXPERIMENTS 
 
 CONDUCTED 
 
 UNDER THE PERSONAL 
 
 SUPERVISION 
 
 OF THE 
 
 AGRICULTURE DEPT. 
 
 COPYRIGHTED 
 BY 
 
 HON. NATHAN HARMON 
 BATH, ME. 
 
 KEPT IN STOCK AND FOR SALE AT ALL SALESROOMS 
 OF THE ORIGINAL DESIGNER AND SOLE MANUFACTURER 
 
 AMERICAN TYPE 
 FOUNDERS CO. 
 
 ra POINT wAvsioc BonotR no. eo4 90 inohis sa.oo 
 
 7a POINT WAYSIDE BOROER HO BIO la INCHES Sa.OO 
 
 ;^2 
 
 i^^^«S 
 
 g9Ii 
 
 01 
 
 73 POINT WAYSIDE BORDER NO. B34 BO INCHES SS-OO 
 
 •. • 
 
 Se POINT WAYSIDE BAND NO. 481. IS INCHES •3.00 
 
 BROCHURE 
 
 51 
 
SPECIMENS or NEWSPAPE.R DORDE.RS 
 
 A SHOWING or 
 ATTRACTIVE 
 
 BORDERS 
 
 FOR THE NEWSPAPER AND MAGAZINE AD COLUMNS 
 
 18 POINT ART BORDER NO. 24. 60 IHCHBS. $3 00 
 
 la POIKT NrWSPAPXR BORDKR NO 78 48 INCHM. •! 60 
 
 Ll 
 
 THESE BORDERS ARE CAST ON SIX POINT 
 AND MULTIPLES THEREOF AND CAN BE 
 PUT TOGETHER IN VERY QUICK TIME. 
 
 18 POINT ART BORDIR HO 18 60 IMCHia »» 00 
 
 Made by AMERICAN TYPE FOUNDERS COMPANY. Originator 
 8i 
 
 (f 
 
 Advertisement Construction 
 
 in General 
 
 Winning Principles, Laws of Contrast, Style, Sym- 
 metry, Classes of Readers, Laying out Advertisini^, 
 Proof Reading and Specific Talks on Cause and Effect 
 
 Much has been written on the thousand-and-one points bearing on the scientific construction 
 of advertisements, but so far as my observation has led, I have never seen the component parts 
 properly divided and considered in sequence. Books by the score have been published— some m 
 series— but aside from a little wholesome, well-meaning talk that may tend to set the reader to 
 thinking, almost nothing has been accomplished in a practical sense. 
 
 I say this without any desire to criticise others, but to make plain my endeavor m the 
 preparation of this work, which is a practical condensation of material that ordinarily should make 
 four or five volumes instead of only one, and in this " boiling down " I believe I have made it 
 just so much easier for the average busy man to strengthen himself and gain a larger measure of 
 skill than would otherwise be possible. 
 
 Of course, the best plan includes not only a thorough digestion of this book, but also a 
 complete course of study and practice through my correspondence instruction system. 
 
 The principal reason why business men, as well as the young man or woman desinng to 
 adopt advertising as a means of livelihood, can achieve far greater results by becoming my students, 
 is due to the fact that I am in constant personal touch with them at every stage, thereby correctmg 
 those misconceptions which otherwise are apt to creep in, and to the further fact that the 
 competent expert understands what particular practice each individual requires. 
 
 This book, while not a main part of the Powell System, nevertheless supplies a vast fund of 
 necessary knowledge that does not properly belong in true correspondence instruction, and it is 
 invaluable to the person who cannot spend time as a student, as well as for those who can. 
 
 With this digression we will begin the study of principles governing successful ad. construction. 
 
 To begin with, three land-marks stand out prominently — 
 
 First, — Something that appeals to the reader. 
 Second, — Saving of price. 
 Third, — Renewed acquaintance. 
 
 Investigate all successful advertisements and you will find that they embody one, if not all, 
 of the above, and I believe they rank in importance as placed. People will buy that which 
 profoundly impresses itself as a useful necessity, or as a luxury that will add to comfort and 
 
 enjoyment. 
 
 After this — and especially when competition has brought several merchants or manufacturers 
 into the market— comes price saving. The American Republic is a nation of Yankee traders, 
 and this spirit pervades all classes — from the experienced woman shopper to the millionaire who 
 tries to get an " inside " figure on an automobile or yacht. Department stores in the great cities 
 long ago found out the secret, and thousands of dealers have made money through this knowledge. 
 
 Then comes the selling power of the "old familiar" announcement that keeps telling new 
 facts and reminding you of old ones. 
 
 In these appeals should be considered typographical appearance for catching the wary reader's 
 
54 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 attention, style of writing to insure a reading of the ad., followed by numerous other factors. As 
 rapidly as possible we will consider those that are doubly worthy. 
 
 What Convinces. 
 
 Sincerity, either real or apparent, is always a strong card. I recall the case of an Ohio man 
 who, several years ago, asked my opinion as to the cause of his failure. He was advertising free 
 samples of a product, and when sending the inquirer as per request he made a special offer of ^5, 
 representing that this was "just what it cost" and adding that it was done to "introduce" the 
 article into that particular locality. I told him that if he must lie to at least do it in a more 
 artistic way — tell a story that is believable ; and good solid truth is always best. If you don't get 
 the reader's confidence and then interest him or her, you would better try some other occupation. 
 The American people do not like to be humbugged, Barnum or anyone else to the contrary, 
 notwithstanding. 
 
 Much has been written about style in writing, and it is a fact that the ad. writer who 
 acquires the art of saying things in a pithy, pointed way will sell the most goods. Heaviness is 
 always to be avoided, and perhaps the explanation of a famous editor is just as applicable in the 
 construction of an ad. as in editorial work. He said, " I try to write so the reader will be sorry 
 that I didn't say more." Of course, he realized that the purely exhaustive effort defeats 
 the purpose. 
 
 The rule should be to practice condensadon in every possible way. Many a buyer has paid 
 a glowing tribute to the advertiser in these words, " your ads. and literature have such a true ring 
 that I gave you the preference." No rule can be laid down for the acquirement of this style; 
 indeed, I may say that sincerity and enthusiasm in regard to the things you advertise, plus 
 conscientious practice in ad. wriring, will contribute largely to the formation of a "style" that will 
 be peculiarly your own. 
 
 Don't be nervous because you fail to jump to National prominence in a month as a 
 wonderful " style " developer. Just keep at it, and be satisfied to turn out better than average 
 copy for some time. " Plugging away " will have its eflrect sooner or later. When you detect 
 the ear-marks of extraordinary genius in the vast quantities of advertisements, aim to digest the 
 main points of superiority. This book will be very beneficial in this respect. 
 
 And above all remember that what convinces is, first, an apparent knowledge of facts and 
 conditions, and second, skill in presentation. When you generalize, be as " chatty " as possible, 
 but don't aim to be funny. 
 
 Two Glasses of Readers. 
 
 The great periodical-reading public is divided into two classes — those who read ads. more or 
 less regulariy, and those who don't. As advertising grows better the latter class diminish, yet 
 to-day it is not uncommon to hear a person say, " Oh, I never read ads. — don't take any stock in 
 them." This is the one great reason why certain publications fail as advertising mediums — 
 because the preponderance of their readers seldom read ads. Doubtless, the greatest ad. readers 
 are patrons of the live local periodicals, the popular magazines. National weeklies and the country 
 mail order monthlies. 
 
 Confusion of Many Thinfis. 
 
 The average reader does not care as a rule to analyze too deeply the points in an ad. He 
 is, however, greatly interested in the eflforts of the ad. writer who does it for him. A great error 
 is in introducing in an ad. many obscure points, each lacking in proper treatment. This fault is 
 due mostly to attempting to crowd into a given space too many ideas. In a large department 
 store ad. this is seldom seen, as each section is usually a complete small ad. in itself, but in general 
 or special work a few strong points are too often sacrificed for mere flowery eflrect. Be careful to 
 avoid confusion by introducing features and failing to make clear the points that are vital. A 
 
 ADVERTISEMENT CONSTRUCTION IN GENERAL. 
 
 55 
 
 page magazine ad. set mostly in 6p. or 8p. type to admit the mention of a dozen "features" is 
 too often a drain on the advertiser's bank balance. Those who adopt this method usually try to 
 catalog in one ad. about everything that was ever thought of concerning the goodness of the 
 advertised product. It's a mistake. 
 
 Form and Symmetry. 
 
 A careful study of those advertisements which seem to possess marked characteristics is very 
 important. Young ad. writers will be benefited by going through the current magazines and 
 clipping whatever ads. loom up as delightfully conspicuous. A great deal of the ad. work is 
 along standard lines and is not worthy of scrap book distinction, but now and then a real gem will 
 be found. 
 
 A well balanced ad. is almost invariably one having few characteristics, for the reason that 
 many features in one effort are likely to defeat the purpose. If there be a strong background with 
 pen-lettered title or display, with or without illustration, the balance of the ad. should be plain 
 text type. To introduce additional " features" in the latter, in shape of more type display or other 
 unique ideas that, alone, would be catchy, is almost invariably disappointing. 
 
 Striking simplicity, after all, should be the thing most eagerly sought after. 
 
 Laws of Contrast in Attractinii Attention. 
 
 The believer in the "psychology of advertising" has given us many fine theories for his faith, 
 but since psychology is soul science it is difficult to properly connect it with the influence an adver- 
 tisement exerts. 
 
 One of these theories, if I remember correctly, was published a few years ago, and it was 
 based on the superiority of the black background over the ordinary black type effect, the latter of 
 course meaning a white ground — or blank space. Examples were produced to prove the conclusion, 
 but the professor who oflfered the discovery had overlooked other important bearings — chiefly the 
 laws of contrast, which always affect prominence and the possibility of anything being quickly seen. 
 
 A small boy in company with several men may be the most conspicuous of the lot ; a white 
 geranium in the center of a bed of deep red ones may force its individuality before any one of its 
 host of gaudy mates is even noticed, and the same is true of a mass of advertisements. Let every 
 ad. have a black ground, and a simple type and outline effect like any one of those shown from 
 Nos. I to 19 in the Cyclopedia of Ads. in the latter part of this book, will be the center of 
 attraction. 
 
 Naturally where a magazine ad. of sufficient size can have a special design with black back- 
 ground without crowding out the necessary text, it will attract attention much quicker than a mere 
 type ad. with or without illustration, unless the latter is particularly chaste and has a good, promi- 
 nent display head that alone is sufficient to arrest the casual reader's attention. 
 
 Once that attention is arrested, then the text must do the rest. Don't pin your faith to black 
 backgrounds or any single style, but strive to employ a choice adaptation of all the best things that 
 go to make up ad. prominence and readability. 
 
 Always remember that many a customer has been made because an ad. caught the hasty 
 reader's eye, and the display or first line or two of text compelled him to read every word. 
 
 I will here relate an incident connected with the publication of the booklet " New York 
 1 626- 1 901," which I prepared for a large realty corporation, my charge being |ioo.cx> a day for 
 the two days' labor involved. The cover design was printed in deep green ink on a green cover 
 a trifle lighter in shade, and it gave a very strong effect, although the background, as will be noted 
 by reference to the department on Booklet and Catalog Writing, is white — the reverse of the 
 " psychology " contention. This booklet was printed in Buffalo, and the morning I received the 
 first few advance copies by mail I took them with me to a bank, and as I stood in line an elderly 
 
56 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 gentleman tapped me gently on the back and inquired: "Can you tell me where I could get one 
 of those very attractive booklets I accidentally caught sight of over your shoulder?" He after- 
 wards informed me that it was the best real estate argument he had ever read, and the most 
 interesting. 
 
 A New York printer who occasionally dabbles in real estate had one of these same booklets 
 sent him, and long after making my acquaintance he acknowledged that he couldn't resist looking 
 mside after seeing so original and effective a cover, and that the first two paragraphs of the text 
 caused him to neglect an important rush of business until he had devoured the last page. 
 
 And this is the true secret— first catch your man's attention, and have the text so absolutely 
 free from dryness and commonplace nothings that he will be almost compelled to take in all the 
 points. 
 
 The Importance of Frequent Paragraphs. 
 
 Paragraphs are "relief stations" which rest the eye and enable it to start fresh on the next 
 reading journey. 
 
 Few ad. writers appreciate or understand the importance of making a long text a series of 
 talks, instead of having a solid mass that requires the most undivided attention to avoid losing the 
 thread. 
 
 Another argument in favor of frequent paragraphing is the fact that the casual reader often 
 plunges right into the middle of the chatty text at the beginning of a new paragraph, and the 
 interest thus aroused generally results in the whole ad. being carefully perused. This is impos- 
 sible where the text is unrelieved by break line or paragraph indention. 
 
 In the small classified ad., of but few lines, this breaking up of the text is wholly unnecessary, 
 as the eye performs its task in very brief time. Purely descriptive matter, too, when short, re- 
 quires little or no paragraphing. 
 
 Relief is a potent word in good ad. writing because it makes reading a pleasure and introduces 
 variety that holds the interest. 
 
 Carrying this principle still further, we find ads. like specimens from Nos. i to i8 of the 
 Cyclopedia, in the latter part of this book, highly interesting and easily read, because of variety in 
 the illustrative and the conversational text, which is carried to the limit in paragraphing. 
 
 In booklet writing, about three or four times as many paragraphs as are usually arranged for, 
 would improve the interest a hundred per cent. Note in the department " Booklet and Catalog 
 Writing," the reproduction of " New York 1626-1901;" and then compare the paragraphing 
 feature with almost any other booklet efl^ort that you may have handy. 
 
 Then glance at the text in specimen No. 9, and see how interestingly the story is told, due 
 in no small degree to frequent paragraphs and legible type which prevent any straining effort. No 
 matter how expert one may become, his or her work will be badly handicapped without more or 
 less resort to paragraph relief. Indeed, no great skill is possible without it. 
 
 After an ad. writer has achieved a certain degree of proficiency one of the best practices pos- 
 sible is to find a long-strung-out text, and re-write it in the chatty, conversational style, which 
 compels substituting snappy business statements in place of unnecessary and cumbersome word- 
 ing. This pruning process, too, makes room for the white space. 
 
 The wider the measure, the less we can paragraph, because the unique method of expression 
 that properly goes with much paragraphing is too short for extreme width, like the introduction of 
 a large department store, perhaps. 
 
 But the ad. writer should give much study to the number of words usually written in a para- 
 graph intended for single as well as for double columns. 
 
 Then, again, remember that an i 8 point text type may produce the proper efl^ect in say a four- 
 column measure, where 12 point would leave too much break at the end of each line. 
 
 ADVERTISEMENT CONSTRUCTION IN GENERAL. 
 
 57 
 
 Without using much more space in considering the great value of frequent paragraphing, I 
 will only add that the seeker after perfection should aim to have not more than one successive 
 new paragraph end in a single short line. 
 
 Have a paragraph of two or more full lines follow the single break line paragraph, and then 
 the next paragraph may be another one-line break. 
 
 This applies mostly to ads. larger than four or five inches single column, set in 12 point. In 
 the latter, good results are often obtained from a quick swing, as will be seen in such retail ads. as 
 are reproduced in the Cyclopedia, notably those of Rogers, Peet & Co. 
 
 Double column ads. will not admit of this extremeness. 
 
 Getting Material. 
 
 Advertisers who employ ad. writers naturally have to supply the material for the copy. 
 Certain business men erroneously suppose that in order to write to best advantage, or even at all, 
 it is necessary for the writer to know all about a business, and that on this account the specialist 
 not in a firm's employ is incompetent. It is true that good ad. work can only result from a 
 knowledge of what should be written, but any expert once given the facts in the case quickly 
 knows what should be used and what should not. 
 
 A manufacturer of oil tells the ad. writer that his goods are best, will lubricate the most, etc. 
 He has some printed matter, perhaps, and quantities of testimonials, reports of tests, and a car load 
 of other rich material for working up. 
 
 The ad. man knows nothing at all about oil, except that it is used for many things, but as he 
 makes a study of the subject with the enthusiastic manufacturer he soon sees possibilities, and they 
 multiply rapidly. With this ammunition he proceeds to lay out a series of ads., each taking up one 
 or two points, perhaps, and giving in a readable style those facts that his trained mind knows will 
 interest buyers. 
 
 The expert ad. writer, in a word, knows what to do with that rich mine of " data " that the 
 average business man doesn't know how to separate, write entertainingly about, and clothe in suit- 
 able typographical and illustrative habiliment. 
 
 The expert ad. writer is not unlike the physician — he can prescribe the proper treatment 
 without necessarily being obliged to contract all diseases for the sake of knowing everything from 
 the patient's standpoint. 
 
 In department stores the advertising manager gets his daily material from the various depart- 
 ment heads, who, of course, make known facts and prices. Small retail advertisers who use ad. 
 writers handling several other customers' work, often give out the data at one time for a week's 
 ads. — Shirts on Monday, Suits Tuesday, Shoes Wednesday, and so on. The ad. man then goes 
 back to his office and lays out the copy along these lines and provides everything in shape of ideas 
 for illustrations, and superintends the artist who draws them, securing plates, and in fact taking the 
 entire work oflT the busy business man's hands. The latter may see the copy and cut ideas, and 
 make suggestions or not as he sees fit, but he is relieved of all bother after originally telling what 
 he wants advertised. 
 
 Why Competition Stimulates Trade. 
 
 While it is true that a brand new advertising proposition often returns its greatest profits while 
 it occupies the field alone, yet it will be found that such a condition is mainly due to the transient 
 nature of the scheme, which can only be short-lived at best. 
 
 In the broad sense competitive advertising is a good thing, because of the greater amount of 
 public education. 
 
 For example, a country mail order paper that carries but one cheap watch ad. will pay that 
 particular advertiser a smaller profit, if indeed any profit, than it would were a dozen competitors 
 
58 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 using its columns regularly. Readers may ridicule the single advertiser, who claims to sell a ^lO.OO 
 watch for $3.95, but when a number of other dealers advertise similarly a certain legitimacy seems 
 to obtam, and all reap their share of the profits resulting from this combined educational force. 
 The one thmg to remember in this connection, however, is that while sensible competition is 
 beneficial, yet a slavish copy of another man's advertising and scheme generally fails. There is 
 hardly a business that does not require more or less constant changes or additions, and the mere 
 copyist generally hasn't brains enough to enable him to analyze his own business, let alone that of 
 his competitor. 
 
 Local stores always do more business when a healthy advertising competition exists, and the 
 only exception is where a dealer runs badly prepared copy that tells little or nothing, while his 
 competitors employ those who are experts in ad. construction, and consequently secure interest — and 
 trade. 
 
 Let the advertiser think less about "ruinous competition," and more about doing better 
 advertising. 
 
 How to Answer Your Competitor. * 
 
 One word answers the query as to how an advertiser can reply to a competitor without loss of 
 dignity— DON'T. 
 
 At least don't attempt any direct answer by use of a competitor's name, or by thinly veiled 
 attacks. 
 
 People buy goods and not grievances, and they are apt to think mighty little of the fellow 
 who goes out of his way to sling mud at a competitor. 
 
 There is no selling value in an abusive tirade. What the public wants is particulars concern- 
 ing your business or product— not a free admission to the washing of dirty linen. 
 
 There are, however, methods that may be employed in exploiting your goods to the detriment 
 of inferior competition, but at best it is a game to be played with great discretipn. If you can write 
 an ad. that will cause the other fellow to attack you, and thereby succeed in getting him into a trap 
 that will apparently justify your making an indirect and final reply, you will achieve considerable 
 reputation as an advertising expert, even though your efforts fail to bring new business, for it is safe 
 to say that smartness in closing up the mouthings of a rival doesn't usually move merchandise or 
 create a new demand. 
 
 In this connection, I recall an effort of mine, dating back about fourteen years, while advertis- 
 ing manager for one of the largest bicycle manufacturers in America. 
 
 As many recall, rampant rivalry of those days brought about strained eflForts for impressing the 
 public. Salaried riders were openly and secretly employed to make records and it was common for 
 an advertiser to publish a list of machines that his own had defeated in some contest. Occasionally 
 some indirect allusion in an ad. would rouse a competitor's ire, for it is human nature to resent, in 
 a measure, misrepresentation and untruthfulness. 
 
 Something of this nature crept into the local advertising of the Warwick Cycle Co., and the 
 President of my company directed me to "go for them hard." 
 
 Here was, indeed, a nice little problem. The Warwick output of the previous year had been, 
 to say the least, unfortunate in mishap and break-down, but as I have said, direct attack was wholly 
 out ot the question, and no allusion would have been made had these makers attended strictly to 
 their own affairs. 
 
 To make relations more strained the head of the Warwick company had several years 
 previously been employed by my company, and when he left to go in for himself he had 
 unfortunately incurred considerable Victor displeasure. 
 
 A careful survey of the proposition ended in the following ad., which occupied generous space 
 in the leading city dailies : 
 
 ADVERTISEMENT CONSTRUCTION IN GENERAL 59 
 
 Bicycling Advice Free. 
 
 Spring here, snow gone, roads getting into condition — a world of meaning to bicyclers. How 
 are you fixed to enjoy it ? No wheel ? That's bad. You need a little money and good advice to 
 start you right. We give the latter gratis — worth dollars if you heed it. 
 
 Don't buy a bicycle because some anxious dealer or maker tells you it's the " highest grade," 
 "the best," etc. IS IT.? That's the question. Learn something from the riders of the wheel 
 you think of buying. Ask how they liked last year's model. Inquire how cheaply you could buy 
 one now. Lots of 'em that never trod the earth — new '90 models — go begging at 3 50 apiece. A 
 dead failure, weren't they ? 
 
 Can makers of bad bicycles in 1890 jump to perfection in 1891, phoenix-like, at a bound, in 
 the space of but few months ? What bosh ! Who believes it ? 
 
 What reason have you to believe that the '91 models of such makers are "highest grade" 
 when similar claims were made for what they now admit " weren't quite right " ? Was Rome built 
 in a week ? It takes a whole season — all of that — to test the merits of a new bicycle. Rough 
 roads, hard usage, and varying conditions tell the story. Don't buy experiments. Wait till they 
 are tried. 
 
 Speaking of the really highest grade bicycle, there's one make that carries weight in the cycling 
 worid, one name that stands for Best, Thoroughness, Advancement, Brains, Skill, Enterprise— for 
 all that makes one bicycle the favorite throughout America. You know the name — VICTOR. 
 Every man, woman, and child within fifty miles of Springfield knows it. Never is the word " best " 
 used in connection with a bicycle without they apply Victor to that best. 
 
 Ten years a leader, and never sold for less than schedule price. Ridden and indorsed by 
 thousands all over the land. Always the best. 
 
 Ask Victor riders and get an art catalog. 
 
 OVERMAN WHEEL CO., 
 
 SPRINGFIELD BRANCH, 
 
 128 WASHINGTON STREET. 
 
 It may be well to note that the Warwick product had been sold at cut prices, especially as the 
 season waned, which was an unpardonable sin from the high grade maker's standpoint. The 
 word "perfection," although brought in without the use of a cap P, had a deep significance, 
 Warwick Perfection Bicycle being the 1891 name. 
 
 The effect, therefore, was reasonably direct and yet personalities had been kept out. 
 
 This effort quickly brought out a "reply" from the Warwick ad. room headed, "It's a Hit 
 Bird That Flutters," and it was extremely flat and foolish. 
 
 I had sprung the trap and the next day the following ad. appeared : 
 
 44 
 
 A Guilty Conscience Needs No Accuser/' 
 
 Second grade bicycle makers are no rarity — the woods are full of 'em. They are generally 
 distinguished by poor wheels, bad records, and over-sensitiveness. When riders are given advice 
 for separating the chafl^from the wheat — poor bicycles from the good — the frightened maker cries 
 out like the guilty schoolboy, " Please, sir, 'tain't me." 
 
 "A guilty conscience needs no accuser," for it can no more withstand the light of investigation 
 than a butterfly could endure the blows of a steam hammer. 
 
 Beware of the maker who is haunted by honest words — of the one who is ever ready to "put 
 on the coat" of disapprobation. 
 
 Buy a Victor, which is made in the largest and finest bicycle plant in America devoted exclu- 
 
60 
 
 POWELL'S PRACTICAL ADVERTISER 
 
 sively to the production of high grade machines. Night and day the hum goes on, week in and 
 week out, stoppmg only for Sundays. 
 
 Have you sent for our art catalogue? 
 
 SPRINGFIELD BRANCH. 
 
 OVERMAN WHEEL CO., 
 
 128 WORTHINQTON STREET. 
 
 It is needless to say that this permanently stopped further Warwick reply. It is also need- 
 less to say that I would not mention this incident in this book, only for the fact that the 
 Warwick Wheel ceased to exist years ago. 
 
 • At this time, it seems to me that this sort of advertising was justified, since direct personali- 
 ities were eliminated, and more than that, a damper was effectually put on misleading statements 
 and inferences. 
 
 The student will find considerable food for reflection in the two Victor ads. in question, 
 especially as they have that "ring" and "swing" which do much to keep the reader interested. 
 
 The first one is a pretty good argument in favor of Victor Superiority, and would not be 
 construed as an attack on any particular make of wheel. The second ad. would have been less 
 appreciated save for the Warwick people "putting the coat on" and "butting in." 
 
 In all my experience, I have never had another opportunity in which such tactics seemed 
 permissible, and it is a good thing that such conditions are infrequent. 
 
 One source of aggravation is through the efl=brts of competitors who persistently copy your 
 ideas, both in business and advertising. For example, I originated some two or three years ago a 
 two-page reading ad., with an emblematical heading and other characteristic features, such as "by 
 George H. Powell," a unique arrangement of testimonials, portraits, etc., etc. 
 
 Early in 1905 a competitor began a slavish copy of this particular style, and while it of course 
 is a public admission of my originality, yet I felt justified in incorporating in some of my ads. the 
 following as a closing paragraph, which would raise in the reader's mind serious doubt as to the 
 usefulness of a correspondence school that saw the necessity of copying the efl^orts of a competing 
 teacher: 
 
 "Look over my signed ads. and advertising methods of the past two or three years and compare with the frantic attempts 
 of the last remaining imitators to copy my style, arrangement and expressions. The Powell System has driven about the last 
 unworthy course to the wall." 
 
 Again, no names are mentioned, and the strength of this paragraph lies in its truth about the 
 alleged ofl="ense which the doubting reader can easily confirm. Otherwise the unsupported 
 statement would become mere wind, and do more harm than good, probably. 
 
 And finally, above all things, keep personalities entirely out of your advertising, and never 
 make a leader of your competitor's trickiness or inferiority. Make it a sort of clincher in support 
 of good business talk, in the wind up. 
 
 Layin|{ Out the Ad. 
 
 The diagram, specimen No. i, shows how the ad. writer prepares his ad. plan for the printer. 
 This enables him to show the latter just what style and shape is desired. Of course, where an ad. 
 consists only of a design, as commonly used in general advertising, with a blank space for the 
 text type, no lay out is needed and it is only necessary to mark No. i in the blank of proof, and 
 make a corresponding number on a sheet where there is plenty of room for writing. 
 
 To lay out an advertisement measure oflfthe exact size with a ruler, and then fill in roughly 
 with a pen the important display lines as shown. No need to imitate any size or style of type or 
 
 ADVERTISEMENT CONSTRUCTION IN GENERAL 
 
 61 
 
 l2|o 
 
 Border 
 
 A 
 
 36 b 
 Gothic 
 
 Joh n Jones ^ Co. 
 
 lien's Correct Dress 
 
 Tor Social Tunctfons 
 
 ^ 
 
 Are You Ready 
 forThe Morse Show! 
 
 S 
 
 2^|o 
 DgV. 
 
 DcV 
 
 12 |o 
 Gothic 
 
 The Smartest Assortment 
 
 ¥^ 
 
 Specimen No. 1. 
 
 border. The small body part should, if necessary, be written on a separate sheet of paper where 
 there is plenty of room, viz., for the spaces Nos. i and 2. To know how much space you have 
 for wording find some ad. in a paper that has about the size type you want, and then count the 
 words you can get in a given space and write accordingly, or consult table on page 14. If 
 you have a proof of the cut or cuts to go in an ad., paste where you want to show, or mark off the 
 space, and the printer will understand when you hand him the cuts; but if more than one cut, 
 mark the description for identification. 
 
 Proof Reading. 
 
 Specimen No. 1 shows the marks employed by proof readers in correcting errors of compo- 
 sition, and the explanations are so clear and the applications so direct that nothing additional is 
 needed. It may be well to state, however, that while these marks are 99 per cent, standard, yet 
 there are variations in other systems, in unimportant detail. Any printer will understand any 
 mark in use. 
 
62 
 
 POWELL'S PRACTICAL ADVERTISER 
 
 Proof Reader's Correction Marks, 
 
 with All Necessary 
 
 Explanations. 
 
 The student in proof reading should 
 practice these marks by looking over and 
 marking proofs full of errors. Practice is the 
 only thing that will make perfect, and if the 
 reader can obtain extra copies of proofs from 
 some printer it will be well worth the trouble. 
 Students of the Powell Correspondence System 
 of Instruction are furnished with error sheets 
 for correction. 
 
 *a/ Tropgh seveiyi differing opinions exist as to 
 Ahe individual by w^om the art of printing was '^ 
 first discovered; yet all authorities concur in 
 admitting Peter Schoeffer to be the person ' ^^ 
 ^ who invented cast metal types, having learned ^' 
 ^ tiie art of of cutting the letters from the Gu- 
 »:/ tenbergs/ he is also supposed to have been 
 *# the first whoengraved on copper plates. The''/-/ 
 ^ following testimony is preseved in the family %/ 
 »^ by l/jo.l^Fred. I^Faustus. ^'of ^Ascheffenburg: 
 »°nA'Peter Schoeffer. of Gemsheim. perceiving '^^^ 
 "V his maste r Fausts design, and being himself " '^ 
 "^/desirous ^ ^ ardently) to improve the art, found 
 out (by the good providence of God) the 
 method of cutting (mwM^) the characters ";«J^ 
 in a matrix, that the letters might easily be 
 ''/ singly castj instead of bieng cut. He pri- "^ 
 •*1 vately cut matricesl (or the whole alphabet: ,j 
 Faust was so pleased with the contrivan 
 -^at he promised ^eter to give him \ug^n\y "««/ 
 daughter Christina in marriage^Tpromise 3 /^T , 
 w hich he soon after performed. yC ^ 
 
 1* """T^ T ~^ — ~ -y^^ «» ar 
 
 tg^l but there were manv^fficulties at first *^ '" 
 with these tetters, as^diere had been before ^ 
 
 ._^ ^ith _ wooden oneX the metal bemg too soft i r^ / 
 to support th^rce of the impression: but-^'^'^ 
 this defecT was soon remedied, by mixing ^ 
 with the metal which sufficit-mly 'Vi. 
 
 'O 
 
 yened it/ 
 
 /eYUi^ ca^ ydofn rAe^e nia/u'ce^^ 
 
 ^ta 
 
 Specimen Xo. 2 
 
 Explanation of the Corrections. 
 
 A wrong letter in a word is noted by drawing a short perw 
 pendicular line through it. and making another short line in 
 the margin, behind which the right letter is placed. (See No i ) 
 So with whole words also, a line being drawn across the wronif 
 word and the right one written in the margin opposite. 
 
 A turned letter is noted by drawing a line through it and 
 writing the mark No. 2 in the margin. 
 
 If letters or words require to be altered to make them more 
 conspicuous, a parallel line or lines must be made underneath 
 he word or letter,-viz. for capitals, three lines; small capi- 
 tals, two lines; and Italic, one line; and. in the margin oppo- 
 site the. line where the alteration occurs, Caps, Small Caps, or 
 ital. must be written. (See No. 3.) 
 
 When letters or words are set double, or are required to be 
 taken out, a line is drawn through the superfluous word or 
 letter and the mark No. 4 placed opposite in the margin 
 
 Where the punctuation requires alteration, the correct point 
 should be wntten in the margin. (<Jee No. 5.) 
 
 When a space has been omitted between two words, a caret 
 must be made where the separation ought to be. and the sign 
 iNo. 6 placed opposite in the margin. 
 
 When a word should form a compound with another it is 
 denoted as in No. 7. 
 
 When a letter has been omitted, a caret is put at the place 
 of omission, and the letter marked as No. 8. 
 
 Where a line is too widely spaced, the mark No.o must be 
 placed between the words and also in the margin 
 
 Where a new paragraph is required, a quadrangle is drawn 
 m the margin, and a caret placed at the beginning of the sen- 
 tence. (See No. 10.) 
 
 No. II shows the way in which the apostrophe, inverted 
 cornmas. the star and other references, and superior letters 
 and figures, are marked. 
 
 Where two words are transposed, a line is drawn over one 
 word and below the other, and the mark No. 12 placed in the 
 margin; but where several words require to be transposed, 
 their right order is signified by a figure placed over each word 
 and the mark No. 12 in the margin. ' 
 
 Where words have been struck out that have afterward 
 been approved of, dots should be marked under them and 
 stet wntten m the margin. (See No. 13.) 
 
 Where a space sticks up between two words, a horizontal 
 hne is drawn under it, and the mark No. 14 placed opposite, 
 ui the margin. ^^ • 
 
 Where several words have been left out. they are tran- 
 scribed at the bottom of the page, and a line drawn from the 
 place of omission to the written words, (see No. 15 ;) but if the 
 omitted matter is too extensive to be copied at the foot of the 
 page. Out, see copy, is written in the margin, and the missing 
 lines are enclosed between brackets, and the word Out is 
 inserted in the margin of the copy. 
 
 Where letters stand crooked, they are noted by a line, (see 
 No. 16;) but where a page hangs, lines are drawn across the 
 entire part affected. 
 
 When a smaller or larger letter, of a different fount is im- 
 properly introduced into the page, it is noted by the mark 
 ^o. 17. which signifies wrong fount. 
 
 If a paragraph is improperly made, a line is drawn from 
 the broken-off matter to the next paragraph, and No If written 
 in the margin. (See No. 18.) 
 
 Where a word has been left out or is to be added a caret 
 must be made in the place where it should conic in. and the 
 word written in the margin. (See No. 19.) 
 
 Where a faulty letter appears, it is denoted by making a 
 cross under it. and placing a similar mark in the margin (see 
 No. 20.) though some prefer to draw a perpendicular" line 
 through It, as in the case of a wrong letter. 
 
 Where a word has been accidentally separated by a space 
 It IS marked as ih No. 21 *^ ' 
 
 A 
 
 ^ 
 
 Preparation of Retail and 
 Local Advertising 
 
 
 Original Wanamaker Advertising, Developments, Models for Lar^e and Small 
 
 Retail Advertisers, Suitable Typography, Display, What to 
 
 Say, Classified Advertising, Puffs, Etc. 
 
 J 
 
 The fact being established that advertising pays when properly executed, a brief resume' of 
 the development of retail and local advertising will be of interest. 
 
 Twenty-five years ago merchants were universally using the most commonplace copy for their 
 newspaper announcements. Irregular display, lack of individuality and absence of real news 
 features were the chief characteristics of this period. Special illustrations were unknown. The 
 professional advertising writer did not exist. 
 
 But May i, 1880, saw the beginning of a new era, for on this momentous day John Wana- 
 maker inserted in the Philadelphia papers the first single column, 12-point-Old-Style-Roman 
 advertisements ever seen in this country, and it seems fitting that they shall be given precedence 
 in this department. Specimens Nos. 3 and 4 are the efforts in question and they were at that 
 time many steps in advance as regards the conversational, chatty style. 
 
 One thing I wish particularly to impress at this time — the fact that these early ads. were 
 mostly "introduction," and that description and price occupied very meagre space. 
 
 Imitators of the so-called Wanamaker style sprang up in various parts of the country, and 
 they apparently failed, for the most part, to grasp the vital elements which insured success. In 
 many instances the efforts were painful and labored, and as a result the new born imitative " Ad 
 Smith " shortly found himself a discredited specialist who couldn't get paying results. He lacked 
 experience and the proper training. 
 
 But the Wanamaker advertising progressed rapidly. Gradually a whole column space per 
 day was reached; then a column-and-a-half, two columns, and so on, until the full page, Jan. i, 
 1899, marked the culmination of nineteen years of careful planning and forward march. 
 
 As time rolled on the Wanamaker store discovered that bargains and descriptions were 
 mighty advertising factors, and that the "hot air" and "self-congratulation" which are very useful 
 to a certain extent, will not keep readers interested forever. And the reason is plain. 
 
 An examination of specimen No. 5, the 1905 style, shows the change adopted. It shows, 
 also, the use of illustrations and sensible sub-head display lines — something that tells you what 
 sort of merchandise is to be thrust under your very eyes at attractive prices. 
 
 Every Wanamaker ad. of to-day contains, as a rule, the successful features which make retail 
 publicity a success — 
 
 First, chaste, sensible display which gives plenty of prominence, and is legible. 
 
 Second, illustrations that illustrate the merchandise, and not some unimportant display or 
 far-fetched phrase. 
 
 Third, good introductory text which is of interest to shoppers. 
 
 Fourth, good descriptive matter and prices in type easily read. 
 
 I only give the Wanamaker advertising prominence because it was the first good retail effort, 
 and because it has no superior to-day. All large cities now have their expert ad. writers, and 
 Wanamaker is not the only pebble, but a single reference in this connection is sufficient. In fact, 
 all good department stores of any importance use the same general ideas, although some ad. 
 writers surpass others in arrangement and introductory smoothness. The latter feature with 
 Wanamaker was at the beginning, as now, beyond criticism. Some stores make no attempt to 
 introduce brief, flowery talk, but there is no doubt that it does much to break up monotony. 
 

 64 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 CLOTHING 
 
 STRANGERS' 
 
 DIRECTORY 
 
 TO THE 
 
 WANAMAKER STORES 
 
 For dry goods and general 
 merchandise :Thirteentn, Mar- 
 ket and Chestnut Streets. 
 
 For Men's and Boys' Cloth- 
 ing, ready-mad6 and to order: 
 Oak Hall, Sixth and Market 
 Streets. 
 
 For the finest clothing ready 
 made, and for the finest mer- 
 chant tailoring : Chestnut, 
 between Eighth and Ninth 
 Streets. 
 
 The one feature of these 
 stores, which has made them 
 what they are, is that every 
 buyer goes out of them satis- 
 fied. He can't help being 
 satisfied — the goods are ex- 
 actly what they are sold for, 
 and the prices are the lowest 
 to be found anywhere. The 
 buyer enforces these promises 
 by returning anything he 
 doesn't want at the price. 
 
 Visitors from curiosity wan- 
 der at will or are conducted 
 by guides as they may prefer. 
 They are welcome. 
 
 UNDERWEAR 
 Ladies cannot afford to 
 make their own underwear, 
 whether for economy or qual- 
 ity. Our prices are little more 
 than the usual cost of material, 
 even for low priced goods we 
 use excellent muslin ; and the 
 work whether fine or plain is 
 alike good. 
 
 Ready made underwear has 
 greatly improved within a year. 
 Thousands of garments are 
 made exactly alike ; and how 
 to do each part of the work 
 better and better and cheaper 
 and cheaper, is our study; and 
 not ours only but of the 
 experts we employ. 
 
 The bulk of the under- 
 clothing now worn in Phila- 
 delphia is ready made, just as 
 the bulk of Men's and Boys' 
 clothing is ready made, and 
 for the same reason, viz., most 
 people prefer ready made 
 clothing at the price. 
 
 We have had our share in 
 bringing down prices and in 
 helping people to better cloth- 
 ing, as our townspeople know. 
 W^e are selling certain articles, 
 of which we have too many at 
 a quarter off to-day. 
 
 Ladies' underclothing is just 
 West of the Chestnut Street 
 entrance. 
 
 JOHN WANAMAKER. 
 Thirteenth, Market and Chestnut. 
 
 Specimen No. 3. 
 
 It is another kind of 
 " relief station," that sepa- 
 rates a solid mass. 
 
 The full page Wana- 
 maker ads. are practically just 
 so many store papers, and 
 their news value to shoppers 
 cannot be overestimated. 
 
 The Wanamaker rule is 
 to use just as much space as is 
 needed day by day. There 
 is no set plan. Those depart- 
 ments which need stimulation 
 are advertised, and no at- 
 tempt is made, save possibly 
 in some of the page adver- 
 tisements, to fill a regular 
 given amount of space. And 
 a pretty good lesson it is to 
 inexperienced advertisers. The mere "filling of space " has 
 blasted the hopes of many a retailer, who did not know that 
 his advertising should be newsy, chatty and deal only with 
 attractive merchandise — without undue padding. 
 
 One more consideration before taking leave of the Wana- 
 maker advertising — his merchandising policy. Wanamaker 
 stands back of every sale. One of his clerks sells you a misfit 
 pair of gloves which you return after wearing a few days — you 
 get a new pair that does fit, or your money back without a 
 quibble. The ruling principle is to give the customer a square 
 deal every time, and to immediately right every wrong. Over- 
 stating facts is absolutely prohibited. 
 
 Broad policy, clever advertising and a continual striving 
 to keep just a little ahead of competition is the sum total of 
 Wanamaker success — with one factor missing. And that one 
 factor is Mr. Wanamaker's own commercial instinct, without 
 which no man can tower so conspicuously above thousands of 
 other great dealers. 
 
 Of course, this famous merchant has always employed the 
 highest priced advertising managers and assistants, because he 
 isn't foolish enough to waste his own time, when more import- 
 ant things demand his generalship ; but, nevertheless, he did 
 early acquire ad. writing ability and has often prepared certain 
 characteristic copy. 
 
 Type and Border for Retail Advertisements. 
 
 Old Style Roman for text matter and one display style, 
 such as Winchell, Blanchard, John Hancock, etc., are equally 
 useful in the small dealer's ad. or in the page department store 
 
 PREPARATION OF RETAIL AND LOCAL ADVERTISING. 
 
 65 
 
 FIRST OF MAY 
 
 The Boys are out of school 
 to-day; and their Spring 
 Clothes are ready. Spring 
 weather is coming. 
 
 Little Boys' Suits from $2.50 
 
 trousers 
 
 1. 00 
 
 Middle Sized Boys' 
 
 5.00 
 
 trousers 
 
 " I.OO 
 
 Big Boys' Suits 
 
 7.00 
 
 trousers 
 
 " 2.00 
 
 spread. Simplicity and chaste effect cannot be obtained by a 
 mixture of many different styles of type. 
 
 I give Old Style Roman first place as a text type for the 
 reason that it is the best all-round face in existence — always 
 easy to read, and affording more actual relief to the eye than 
 any other design. 
 
 Types of the Avil-Cheltenham standard are particularly 
 good from 12 point up, as I have elsewhere stated, but their 
 novelty is something, and were they to enter into ad. compo- 
 sition as largely as Roman does, the massing would un- 
 questionably tire the eyes. 
 
 I do not care for text set in French Old Style or Elziver, 
 which are almost the same, as a condensed letter is not so 
 agreeable to the eye as a square face. See specimens Nos. 5, 
 6, and 7, and compare the text with Caslon Old Style. 
 
 Specimens Nos. 27, 28 and 29 show the virtue of limited 
 display and one style, although the display in No. 28 is John 
 Hancock for most of the headings, and only resorting to 
 John Hancock Extended in some of the double column de- 
 partments because of the few words in a wide measure. 
 
 The use of borders for retail advertising should be limited, 
 and only in large ads. can they be employed with much 
 freedom. The common custom of using a 12-point border 
 on a retail ad. of but a few inches space is generally unnecessary, 
 because it eats up room and curtails more important things. 
 My preference in this kind of advertising is nothing larger 
 than 6 point and even a 3 point border is large enough. The 
 ideal small ad. of this class has no border at all. Borders 
 Nos. 3095, 3628, Wayside 473, etc., are good only on very 
 large ads., such as full, half and quarter pages, etc. Many 
 use only a double rule effect such as may be noted on the page 
 of Newspaper Borders. 
 
 The reason why border elaboration in retail advertising is 
 unnecessary is because the dealer who runs good copy regularly 
 tells his story so interestingly, and provides such good illustra- 
 tions that the community is educated to look for his announcements and under such conditions the 
 "eye-blazing" effect is out of place. An examination of the first eighteen ads. in the Cyclopedia 
 will make my meaning plain, and it may be well to add that thousands of Greater New Yorkers 
 regularly look for them, even though some are contrary to the best standards. 
 
 Proper Display Heads. 
 
 Nothing is simpler than the correct displaying of an ad. Very few rules are needed, the prin- 
 cipal one being an avoidance of display type for words that alone mean nothing. For example: 
 "IT IS GREAT." Now this at the commencement of an ad. is a most foolish waste of space, 
 as the casual reader who is in the market for clothing, furniture or other things, will nine times 
 in ten, not be interested, and therefore a possible customer may be lost. 
 
 Supposing the ad. is about clothing and the display is "$20 OVERCOATS AT A HALF" 
 can there be any doubt as to the superiority of this specific information in comparison with some- 
 thing that is equally applicable to beer, drugs, etc.? 
 
 These are our bottom prices; 
 but the stuff will wear — we 
 waste no work on bad cloth ; 
 it wouldn't pay. We have 
 plenty of higher prices, 
 though. 
 
 JOHN WANAMAKER & CO. 
 Chestnut, between Eighth and Ninth. 
 
 TWENTY DOLLARS 
 
 We are making to measure 
 a business suit from fifty or 
 sixty excellent all-wool fabrics 
 at Twenty Dollars. It is 
 worth more than Twenty 
 Dollars. It is good enough 
 for anybody. 
 
 There is a great variety in 
 these goods. The town is 
 not going to be flooded with 
 all of one sort ; nor of one cut 
 either. 
 
 WANAMAKER & BROWN. 
 Oak Hall, Sixth and Marlcet. 
 
 Specimen No. 4. 
 
66 
 
 POWELL'S PRACTICAL ADVERTISER 
 
 "Many-Sided" 
 
 is this queer old store — 
 yet always one in prin- 
 ciple. To-day's news 
 shows this very well, 
 
 ^Jumping from 6 c 
 chambray we now an- 
 nounce: 
 
 Reduced Prices on 
 Our Finest Sables 
 
 Our finest 
 Russian sable 
 neck furs and 
 muffs as well 
 as the Hudson 
 Bay sables. 
 
 At least one- 
 third reduc- 
 tion on every 
 piece; on 
 some, more. 
 Simply be- 
 cause we start 
 each season with fresh goods ; 
 couldn't if we didn't sell 
 these furs before the winter 
 is over. 
 
 The color of sable varies 
 considerably from a light to 
 a very dark brown, the dark- 
 est skins being the more 
 desirable among the Russian 
 sables. 
 
 Hudson Bay sables, which 
 bebng to the marten family, 
 get their name only from 
 their resemblance to Russian 
 sable, are never quite so dark 
 as the imported skins. 
 
 Every piece of sable that 
 we sell is chosen for its 
 beauty of color, fineness, 
 softness and perfection. 
 
 Natural Hudson Bay sable fancy boas, 
 fur both sides, furnished with tails 
 and claws on back and ends, $50 
 was $85. 
 
 Four-skin natural Hudson Bay sable 
 
 boa, fur both sides, trimmed with 
 numerous tails, heads and claws, $60 
 was $90. 
 
 Fancy four-skin boa, of natural Hud- 
 son Bay sable, trimmed with tails 
 and head, ends can be worn tied, $75 
 was $110. 
 
 Fancy broad collar of Hudson Bay 
 sable, trimmed with sable tails and 
 claws, $90 was $135. 
 
 Russian sable four-skin double boa, 
 trimmed with numerous tails and 
 natural heads, $100 was $150. 
 
 Russian sable three-skin double boa, 
 trimmed with tails and claws, $115 
 was $175. 
 
 Hudson Bay sable stole, fur both sides, 
 trimmed with tails, $130 was $200. 
 
 Russian sable eight-skin set, straight 
 boa, furnished with tails and claws, 
 large pillow muff, $425 was $650. 
 
 Winter- Weight Reefers 
 and Jackets for Girls 
 
 Remainders, 
 about half us- 
 ual prices. 
 
 65 regulation 
 reefers, $4. 
 
 Blue and 
 dark brown, 
 brass buttons, 
 chevron on 
 sleeve, cam- 
 el's-hair chev- 
 iot, cut on boys' 
 patterns. Sizes 4 to 10 years. 
 Worth ^7.^0.^ 
 
 75 kersey jackets, $5. 
 All black; trimming of nar- 
 row braid, lined with satin; 
 worth $\o according to us- 
 ual standards, were $7.50 
 here, but the little remainder 
 must get out of the way — 
 cut over generous patterns, 
 small women can be fitted. 
 
 (Second floor, Chestnut street) 
 
 Women's Suits, 
 $18 and $25 
 
 Made from surplus lots of 
 fabrics. 
 
 The $18 kind cheviot— worth $25. 
 The $25 kind broadcloth— worth $40. 
 Most black, with a scattering of blue. 
 
 Pleated skirts, with long 
 tight-tlttino; coats — of course, 
 we selected our own style 
 and chose that which has 
 been selling best all winter. 
 
 (Second floor, Chestnut street) 
 Specimen Xo. 5. 
 
 Blankets, Spreads 
 Comfortables 
 
 Now is the 
 timetoremem- 
 ber all that we 
 have been say- 
 ing about Mis- 
 sion Mills 
 blankets — that they are the 
 best to be had, and that we 
 sell them exclusively (in 
 Philadelphia). 
 
 For here are 70 pair of 
 Mission Mills blankets re- 
 duced in price, simply be- 
 cause we have too many of 
 this one size — 78x86 inches: 
 $9.75 a pair, were $12. 
 All wool, with wide silk 
 bindings. 
 
 Other things to buy now 
 in the bedding store. 
 
 Ml. Vernnn blankets, a handsome 
 white blanket, 78x»4 in., weighing 6i 
 pounds. #j a pair— our regular ^6.75 
 quality. 
 
 Single blankets for making into 
 dressing gowns ; fifteen all-wool blan- 
 kets in quiet and very pretty pink-and- 
 white, blue-and-white and green-and- 
 white patterns. ^:J.75 each— our regu- 
 lar 97 quality. 
 
 Silk-covered dmrn quilts, a few odds 
 and ends of the finer kinds : 
 $12 wer« $17.50 $17.50 were $35 
 
 $25 were $40 
 
 White brdspreadu a number of dif- 
 ferent weaves; full double-bed sizes: 
 
 Crochet spreads, $1 were $1.25. 
 
 Cnx-het spreads, Marseilles pattern, 
 $1.15 were $1.35. 
 
 Marseilles pattern, $1.25 were $1.50. 
 
 Best quality Marseilles patterns, 
 $1.50 were $1.75. 
 
 Silk blanket^, made in Italy; some 
 of the liner qualities : 
 
 1^3 were |6, $4 were $7.50 
 
 (Third floor, Thirteenth street) 
 
 PREPARATION OF RETAIL AND LOCAL ADVERTISING. 
 
 67 
 
 Eiderdown Robes 
 
 For Freezing Weather 
 
 $3-75 
 worth $5 and $5.50 
 
 Easy to slip into, with 
 their silk frog fastenings and 
 rope girdle. 
 
 Some of ripple-faced eider- 
 down, others pressed to form 
 stripes, trimmed with stitched 
 satin bands or applique, 
 mostly pink and blue. 
 
 (Second floor, first gallery) 
 
 This Was a Man's 
 Store 
 
 before it became a women's 
 — forty years ago, when we 
 used to sell clothing all over 
 the United States. 
 
 To-day we still sell cloth- 
 ing of all kinds {except cot- 
 ton) for men and boys. 
 
 No, not all kinds — there is 
 a n other excep tion besides cot- 
 ton; many other exceptions. 
 
 We won't sell 
 clothing that's 
 badly tailored. 
 
 We won't sell 
 clothing that's 
 too high in 
 price, quality 
 I 1 iiiir |i considered; 
 I IP though we sell 
 Montagnac overcoats for ^^60 
 — showing that we sell the 
 finest at any price, if it's 
 worth. 
 
 We won't sell clothing that 
 won't every day say a good 
 word for us to the owner. 
 
 Things have come to such 
 a pass in some stores that 
 they buy clothing to sell in 
 their reduction sales, adver- 
 tising it all as their own 
 stock reduced in price. 
 
 Thus we see some trous- 
 ers marked ^6.50— were ^8.^0, 
 
 which we duplicate in our 
 stock at ^4.^0. 
 
 Our prices are marked too 
 low in the beginning of the 
 season to stand great reduc- 
 tions. 
 
 But we always keep a 
 fresh stock on hand at prices 
 that often more than match 
 the reduced prices in other 
 stores, quality considered. 
 
 Suits and overcoats, $10 
 up. 
 
 (Market street) 
 
 In the basement to-day, 
 are some final lots of clothing 
 from one of our regular man- 
 ufacturers who is cleaning 
 house. 
 
 Fine worsted trousers in 
 quiet, conservative stripes, 
 $4.50 per pair, worth $7.50. 
 A special lot bought from the 
 manufacturer at less than 
 regular prices. 
 
 Black trousers of unfin- 
 ished worsted and cheviot, 
 $3.50 a pair, worth $5.00 
 to $7.50. 
 
 White dress vests, $ i , were 
 $4.50 and $5—s\\ght\y soiled. 
 
 Furniture on the 
 First Floor 
 
 Some space on the Cross 
 Aisle, 13th St. entrance, is 
 given up to furniture to-day, 
 
 Specimen No. 5, Contiimetl. 
 
 to show what good things 
 rummaging is turning up. 
 Such as: 
 
 Bedroom Rockers 
 
 Golden oak arm rocker, well braced, 
 rush seat, nicely shaped back, $5.50 
 was $8.25. 
 
 Bird^s-cye maple rocker, rush seat, 
 nicely shaped arms, $6 was $9. 
 
 Golden oak arm rocker, hand-caned 
 seat, nicely shaped back and arms, 
 $3.50 was $5. 
 
 Golden oak arm rocker, genuine rush 
 seat, nicely shaped, $5.50 was $8.25. 
 
 Bedroom Chairs 
 
 Golden oak chair, nicely shaped back 
 and hand-caned seat, $2.25 was $3.00. 
 
 Golden oak chair, box and hand- 
 caned seat, nicely shaped back, $3 was 
 $4.25. 
 
 Golden oak chair, genuine rush seat, 
 nicely shaped back, $3.50 was $5.25. 
 
 Maple chair, rush seat, shaped back, 
 $3.50 was $5.50. 
 
 Bird's-eye maple chair, box and 
 hand-caned seat, nicely shaped back, 
 $3.50 was $5.25. 
 
 In the above patterns of chairs we 
 have a limited number of each design 
 in stock. We also have a number of 
 odd chairs and nwkers in golden oak, 
 natural birch, bird's-eye maple, ma- 
 hoghany finish and solid mahogany, 
 from $1.50 to $4. 
 
 Arm rockers in other designs from $4 
 to $6. 
 
 (Cross Aisle, first floor) 
 
 More Men s $3 
 Derby Hats, $1.85 
 
 Salesmen were busy as 
 beavers yesterday. 
 
 They ought to be ! 
 
 The hats come from the 
 best maker in Philadelphia. 
 Shapes are right, quality is 
 right ; price is more than fight 
 —$1.85. Ought to be$^ 
 
 (New Hat Store, Market street) 
 
 Where an illustration that really illustrates adjoins a display, then more liberty can be taken 
 with the latter. Example: illustration of a blazing diamond with the display, "WE GIVE YOU 
 CREDIT." 
 
 Every display line is in the nature of a shout, and no greater nuisance exists than a man who 
 shouts every other word. How tiresome it would be, too, to be obliged to read a popular novel 
 that compelled you to jump from good, restful Old Style Roman to a dozen display lines per page! 
 
 Usually the less an ad. writer-knows about display, the more he indulges in it. Remember 
 that it is only to attract and emphasize your offerings and cause interested people to read about 
 them, and the more specific the display, the better. 
 
 Very little advertising needs more than a main display, and with good text matter no fear 
 need be entertained that people will not read it. 
 
 A mere unconnected phrase in big type is worse than no display at all. Note how direct are 
 all the Wanamaker headings. Specimens Nos. 6 and 7 have displayed addresses that would look 
 far better in half the space. 
 
68 
 
 Sometimes I wish I 
 had less conscience and 
 more price in my $2.00 
 Hats. 
 
 Nowadays its a Warner Hat, 
 
 Below Falton. 
 Below Chambers. 
 B«low Bleeker. 
 NASSAU . . Below Maiden Lan«. 
 
 Specimen No. 6. 
 
 The hit trees of Spring 
 shapes are jn full bloom. 
 Since I am satisfied with 
 12.00 for $T.OO. quality— you 
 certainly will be. 
 
 POWELL'S PRACTICAL ADVERTISER 
 
 After understanding that specific display is all-important, 
 then comes another factor — the mention of quantity or price, 
 viz.: «ioo PAIRS MEN'S OXFORDS GO ON SALE 
 TO-DAY," or "$4 LADIES' OXFORDS, ^3.20," instead 
 of "MEN'S OXFORDS," etc. Buyers are attracted by such 
 display, and it can never go out of fashion. 
 
 Symmetry and form are also important in display, especially 
 in retail advertising where many departments are included. 
 See specimens Nos. 21 and 22. The former is a fine object 
 lesson that compares favorably with the average unskilled 
 effort. 
 
 The arrangement is not pleasing, the display is unscien- 
 tific, scattered and overdone, and the important descriptive 
 feature is wholly overlooked. No. 22 tells its own story, and 
 1 will only emphasize the old fact that main display in two 
 lines in one size and style of type is ample, since the shoe cuts 
 at each side of the introduction are almost sufficient in them- 
 selves for attracting shoe buyers. The sub-head displays in 
 the single columns are always better than a wide measure, and 
 the descriptive matter immediately following should be in 
 plain Roman — no display. Prices, of course, should be in- 
 cluded. 
 
 There can be no psychology about the success of the ad. 
 that combines those features which impart buying information. 
 
 T^^^^Vifi 
 
 Nowadays it's a lVa:rner Hat 
 
 NASSAU 
 
 Belftw Bleeker. 
 
 Below Malrfea Uoe. 
 
 Specimen No. 7. 
 
 What to Talk About in an Ad. 
 
 Let the student jot down on paper the points contained 
 in any good ad., and he or she will be surprised how simple it 
 is to select material. The trouble is not so much to get this 
 data, as how to utilize it. One rule should be to first decide 
 on the different things the ad. is to exploit, and then proceed 
 to write the introductory, followed by description and price. 
 After writing, the beginner will find that a re-writing will cut 
 out a word here and there and result in much stronger copy. 
 Once you decide on the article or articles, then write the first 
 thing that comes to mmd. Be natural. Don't try to be 
 
 humorous all the time and wind up without really imparting 
 
 any information. 
 
 Specimen No. 25 shows a good attempt, but I have re- 
 written this copy as shown in No. 26, and the improvement is 
 
 too evident to require analysis. 
 
 Talk chattily, but don't aim to be a mere word juggler. • 
 
 The conversational style that is minus information for the 
 
 buyer is not good advertising. Put yourself in the buyer's 
 
 position. You run across an underwear ad. that is all hot air 
 
 and brag, with perhaps every other line in display. Price, 
 
 description, etc., are missing. Will you take time to see 
 
 these goods, providing another advertiser in the same paper 
 
 inspires your confidence by a brief, but interesting talk on a Specimen No. 8. 
 
 PREPARATION OF RETAIL AND LOCAL ADVERTISING. 
 
 69 
 
 "mTP'^t 
 
 For the Shampoo 
 
 Everybody knows how 
 beneficial the morning sham- 
 poo is — especially in warm 
 weather. 
 
 Simply makes you feel like 
 an intellectual giant, besides 
 clearing the scalp of dandruff 
 and dirt. 
 
 Two hints in this connec- 
 tion — our Eorg Shampoo 
 Cream and Glycerine Tar 
 Soap, either of which will make 
 a thick, creamy lather that 
 quickly cleanses and stimu- 
 lates. 
 
 Treat your head twice a 
 week, and you won't need to 
 worry about falling hair or 
 scalp diseases. 
 
 Cream 25c., Soap loc. — take 
 your choice, but we lean a 
 trifle on the side of the first — 
 think it the best article on the 
 market. 
 
 After the Shampoo a good 
 brush and comb are indispen- 
 sable, and our $1.75 set is just 
 the thing — in leather case for 
 traveling. 
 
 Specimen No. 9. 
 
 Tooth Brushes, Regularly 
 25 Cents, on Sale To- 
 day 10 Cents 
 
 About every known style of 
 tooth brush is represented in 
 the large new stock we place 
 on sale this morning. 
 
 Thick, thin, stiff, medium 
 and soft bristles in all shapes 
 from the old fashioned square 
 article to the latest curved 
 brush. 
 
 They fit any mouth, tender 
 or tough. 
 
 They bristle all over with 
 goodness, and at loc. are 
 about the greatest bargains 
 we have seen in our ten years' 
 experience. 
 
 Antiseptic Pearl Dentifrice 
 — our own brand — to go with 
 brush, 18c. A pure powder 
 that makes the teeth shine like 
 polished pearls. 
 
 Tooth Paste and Liquid 
 Dentifrice — all leading makes 
 — at bottom prices. 
 
 Specimen No. 10. 
 
 We Invite You to Sponge 
 on Us To-day 
 
 Three big sponge propo- 
 sitions : 
 
 First, a 15-cent assortment 
 of pure Rubber Sponges for 
 face or body. We don't ask 
 the usual 50 cents, because 
 they are slightly irregular in 
 shape, and the manufacturer, 
 who keeps his name off the 
 tag, was willing to dump a big 
 lot on us for spot cash. 
 
 Second, several barrels of 
 lo-cent soft, velvety sponges 
 for dress cleaning or regular 
 use. Larger and better at 
 1 6c. and 23c. 
 
 Third, a big lot of those 
 tough, rough, carriage and 
 harness sponges, 8c. up. Bet- 
 ter buy now if you ever ex- 
 pect to have use for one. 
 
 If these prices are not 
 sponging on profits, we need 
 lessons in arithmetic. 
 
 Specimen No. 11. 
 
 certain leading brand of underwear that is healthful, superior fitting and a wonder in resisting 
 wear — and offered, perhaps, at a special sale price ? 
 
 Pay particular attention to specimens Nos. 9 to 14, each ad. dealing with only one leading 
 article. Every druggist, almost, who advertises, will acknowledge that it is hard to decide on just 
 what to talk about. The trouble is this: he overlooks the dozens of articles great and small that 
 people want, and it has never occurred to him that they were worth an ad. 
 
 Banish forever the idea that each ad. alone must fairly catalog most of the store stock. The 
 day for all that has passed, even granting that it ever existed. Anxiety, too, spoils many a busi- 
 ness man's advertising copy. What is wanted is simply a continuous stream of ads. that are so 
 bright and instructive that the entire community gets in the habit of looking for them. 
 
 \ 
 
f 
 
 70 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 Some people seem to think 
 that the drug man can only be 
 associated with pills, squills 
 and things that alleviate suf- 
 fering and pain. 
 
 They don't realize that 
 "times have changed since 
 Hannah died," and that the 
 real, up-to-date pharmacy car- 
 ries lots and lots of things 
 that are a part of the well- 
 being and comfort of the 
 average home. 
 
 Another fearful blunder : 
 
 The idea that department 
 stores ask less for these goods 
 than we do — notwithstanding 
 our long established reputa- 
 tion for close profits, and 
 sometimes none at all. 
 
 If Madame will inspect our 
 elegant toilet line she will find 
 an interesting assortment, and 
 way-down prices — 
 
 Combs, 4c. to 69c. ; Brushes, 
 18c. to $1.75; Manicure Sets, 
 27c. to $1.10, etc. 
 
 But here's the biggest offer- 
 ing: a ^2. 50 silver-back Brush, 
 a $1.00 Comb and a ^3.00 
 silver-back hand Mirror, in a 
 celluloid case, silk lined — All 
 for ^3.89. 
 
 Where's your department 
 store ? 
 
 Specimen No. 12. 
 
 If You Need an Atomizer 
 or Toilet Water 
 
 You will be interested in the 
 large stock we have just open- 
 ed, comprising selections from 
 all the best makers. 
 
 An Atomizer at 23 cents 
 that the small dealer only parts 
 with at 40 cents. 
 
 A better one — silver deco- 
 rated bottle — 90 cents, and 
 sold universally at ^1.25. 
 
 Violet Toilet Water, our 
 own laboratory make, 2 1 cents 
 and 37 cents — nearly twenty 
 per cent, under price. 
 
 We sell more toilet waters 
 than any two stores in town 
 combined, and if you are not 
 immensely tickled with any- 
 thing we sell you, back goes 
 your money. 
 
 Bath Towel sale next (to- 
 morrow's ad.). 
 
 Specimen No. 13. 
 
 Bath Towels and Soaps 
 
 at Acquaintance-Sale 
 
 Prices 
 
 The Cleno brand of Bath 
 Towels is something new, and 
 the manufacturers were willing 
 to make pretty low prices for 
 introductory purposes — 
 
 A sort of Acquaintance Sale, 
 you might say. 
 
 And to make it doubly 
 interesting we concluded to do 
 the handsome thing ourselves 
 by throwing in our usual 
 profits on bath soaps. 
 
 To-day and to-morrow this 
 is what you can buy: Cleno 
 Bath Towels, full size at ^t, 
 cents for 50 cent value, with a 
 large cake of absolutely pure 
 Castile soap for good measure. 
 
 We will probably be "clean- 
 ed out" long before Tuesday 
 night, and then your saving 
 chance is gone. 
 
 Soap holders, bath seats, 
 portable shower baths and a 
 dozen other bath room acces- 
 sories. 
 
 Specimen No. 14. 
 
 It is impossible to include in this book all lines of advertising, and it is entirely unnecessary, 
 since the main thing is the vital principle. The drug ads. in question afford study for all lines. 
 The ideas and models can be made to suggest other things in shoes, confectionery and what not. 
 The illustrations may take less room — likewise the text — but the principle remains unchanged, and 
 I can scarcely reiterate it too often — the fact that everybody wants soap, tooth brushes, sponges, 
 
 PREPARATION OF RETAIL AND LOCAL ADVERTISING. 
 
 71 
 
 a 
 
 We Don't Need 
 Town Crier 
 
 to emphasize the fact that our 
 corset sale which begins this 
 morning offers by far the 
 greatest opportunity ever 
 heard of in Salem for sub- 
 stantial price saving. 
 
 We have earned the high- 
 est reputation for truth telling 
 and our announcement that 
 profits are going to fall, is 
 sufificient to draw a store full 
 of customers. 
 
 No need to recommend 
 these superb Nemo Corsets 
 to well-dressed women. Suf- 
 ficient to say that our stock 
 presents a fine assortment of 
 the very newest models. 
 
 At $2, Nemo Corsets of fine French 
 coutil, trimmed with lace and ribbon; 
 straight front, high bust and small 
 in-curving waist. 
 
 At $2.75, Nemo Corsets for medium 
 figures, made of handsome pink, 
 blue and white brocade, beautifully 
 finished. 
 
 At $3, Nemo Bust Adjusting Cor- 
 sets, can be made low or high, pro- 
 ducing short or long waist; made of 
 fine French coutil. 
 
 At $3, Nemo Corsets with new Mili- 
 tary belt adjustment, giving perfect 
 support, small waist and high bust, 
 double supporters. 
 
 Specimen No. 15. 
 
 Look All Over Town 
 
 then come to this store and 
 inspect our new Top Coats at 
 I15 — worth 1 20. 
 
 Look where you will, there's 
 nothing in the whole city to 
 compare with these splendid 
 garments. 
 
 Hundreds of fastidious men 
 who have seen our Top Coats 
 have simply marveled at the 
 high standard of fine tailor- 
 ing- 
 Marveled at the up-to-date- 
 ness of the models, which for 
 fabric and fit are a sort of 
 revelation. 
 
 One distinguished pick is 
 characterized by long, wide, 
 peaked lapels, with deep slits 
 at sides of coat. Others to 
 suit popular notions. 
 
 And $15 — remember that. 
 
 Specimen No. 16. 
 
 Some People Are 
 Always Too Late 
 
 to take advantage of our 
 offerings. 
 
 Only yesterday a man with 
 plenty of time for shopping, 
 called to get a pair of those 
 $2.60 shoes that were on sale 
 a week ago — and sold out in 
 less than two days. 
 
 He wanted to save ninety 
 cents, but let the advantage 
 slip away. 
 
 But we have just as good a 
 bargain for to-morrow — but in 
 a higher priced shoe — a I5.00 
 dress shoe in patent leather 
 for exactly $3.65. 
 
 Don't rush into our store 
 after Wednesday expecting to 
 be supplied. 
 
 Only a hundred or so pairs 
 in the lot. 
 
 Sjjecimen No. 17. 
 
 toilet articles, atomizers, bath towels, etc., and they prefer to buy of the dealer who is constantly 
 informing them in his advertising about his new stocks. They soon get the notion, unconsciously, 
 that druggist Brown is the real thing; that his stocks are always new and extra desirable and that 
 his prices are low. Everybody likes enterprise and there is nothing on earth like advertising for 
 educating the public in this respect. 
 
 It isn't the one ad. alone that counts, but rather the continuity of effort resulting from 
 weeks or months of properly directed publicity. 
 
 Specimens Nos. 15 to 19 represent a peculiar type of the chatty ad. with illustrations that are 
 not specific. These ads. are similar to the Rogers, Peet & Co. efforts, and can be employed in 
 
72 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 Polite Attention 
 
 of our cardinal rules, 
 every salesman in our 
 
 IS one 
 
 and 
 
 employ knows that he must 
 
 give just as careful attention 
 
 to the investigator as he would 
 
 to a sure buyer. 
 
 Our goods are always for 
 inspection, otherwise it would 
 be a foolish waste of adver- 
 tising money. 
 
 Two items for to-day — in- 
 spect them and ask questions 
 to your heart's content. 
 
 Four-in-hand Ties, 1200 at 
 25c. each. Ten shades in 
 plain poplins, and dark fancy 
 weaves. Very dressy — two 
 inches wide. Pretentious 
 stores get 50c. for nothing 
 better. Don't ask for them 
 next week. 
 
 Embroidered and lace robes 
 at $22.50, $14.50 and |io.oo. 
 Both white and Oriental 
 colorings for all complexions 
 and all tastes. Special Mon- 
 day prices. 
 
 Specimen "So. 18. 
 
 Our Strong Lines 
 
 When we opened shop three 
 years ago, some people said 
 there wasn't any room for a 
 new concern like ours. 
 
 W^ell, surprises are the order 
 of the day, and it didn't take 
 us lonor to demonstrate that 
 we had the right ideas for 
 suitingr customers — that we 
 knew how to buy and how to 
 sell. 
 
 Let us make practical ap- 
 plications : 
 
 Selection — in getting the 
 pick of that Danbury hat 
 maker's stock which includes 
 all the newest summer hnts 
 called for by the most exclu- 
 sive customers. 
 
 Enterprise — in offering 
 them at generous reductions, 
 such as $5.00 Soft or Derby 
 Hats for $3.25; $3.00 values 
 at $1.98, and so on. 
 
 Small Profits — ^just enough 
 to keep off the sheriff and 
 make a respectable percentage. 
 
 Specimen No. 19. 
 
 Furniture that Really 
 
 Furnishes Your 
 
 Home. 
 
 If you are going to add 
 new furniture you'll be glad 
 of these hints : 
 
 Malacca Furniture — a beau- 
 tiful and artistic assortment 
 made of malacca, bent in 
 graceful shapes, combined 
 with woven colored fibre. It 
 comes in Chairs, Sofas, Tab- 
 les, Desks, etc., the price 
 ranging from $5.25 to $22.50. 
 
 Mahogany Furniture — Set- 
 tees, Rockers, Chairs, etc., at 
 popular prices. A particu- 
 larly fine high-backed chair, 
 in silk damask at $46 for $60 
 value. 
 
 For halls, we have four ele- 
 gant couch models — rich, dark 
 old mahogany upholstered to 
 order as you may wish. The 
 dark red Oriental covering 
 will make friends at once with 
 your rugs. 
 
 Now is the time to pick from 
 the biggest assortment — for 
 every room. 
 
 Specimen "So. 20. 
 
 conjunction with the specific ads. By this I mean, an ad. like No. 1 5 can be run occasionally 
 with good effect, but I would not recommend it regularly. Its chief value is its novelty. 
 
 I now wish to have a few words with the small retailer or the local advertiser who cannot 
 see his way clear to use from five inches space up. Specimens Nos. 6 and 7 show how a single 
 paragraph of text can be made to do efficient duty, and this plan can be adopted by the druggist 
 or other dealer, provided some illustrative scheme is employed. Two inches is about the smallest 
 space possible, and if run with daily changes of copy and cut, the results will in time be satis- 
 factory. My judgment, however, is that this is only a good beginning, and that later the 
 
 PREPARATION OF RETAIL AND LOCAL ADVERTISING. 
 
 73 
 
 advertiser of many diflferent articles will receive greater proportionate returns by following the ideas 
 embodied in ads. like No. 9. 
 
 Specimen No. 8 is given to show a neat looking novelty ad., that is rather too general for a 
 shoe merchant, who ought to present something more definite. My experience is that the average 
 advertiser tries to compose poetry or draw useless comparisons that divert attention, when he 
 should stick to the information feature. 
 
 Instructive Classified Ads. 
 
 The great daily papers, especially the Sunday editions, are filled with thousands of small ads., 
 varying from two to a dozen or more lines, and coming under classified heads, such as Real Estate, 
 Business Opportunities, etc. How many pay the advertiser is problematical, but the loss is very 
 heavy. In real estate and other lines, a fear seems to obtain that good information is useless, and 
 therefore, the casual reader who is looking for a country estate, perhaps, wades through the mass 
 of offerings, and is not much wiser, as a rule, than before. 
 
 This is all wrong. If a proposition is worth advertising at all it is worth proper treatment. 
 A man who is willing to pay $15,000 for an estate doesn't want to waste time considering a cheap 
 house at $4,500. Price, therefore, should be given. Location, too, is paramount, since "two 
 hours out" may mean the hill top sought for, or it may allude to a locality that the reader 
 would not settle in at any price. Why remain quiet when trying to sell? 
 
 Classified advertisers like, too often, to save expense, which is like the saving at the spigot 
 and the loss at the bung. The proven fact that the ad. which is lacking in information is a risky 
 gamble, applies with equal force alike to the inch classified and page department store spread. 
 Specimen No. 23 is about as perfect a real estate ad. as can be prepared for the purpose of inter- 
 esting $15,000 investors and inducing them to see the property. It combines, also, the chatty, 
 sensible talk that is always good. It will not interest the cheap prospective buyer, and shouldn't. 
 
 Writind Local Puffs. 
 
 Local advertisers are generally able to secure free notices in their home papers. A local puff 
 may be purely personal or it may consist of a half column trade announcement, in which even 
 prices are quoted and lines enumerated. Publishers often oflPer free puffs when soliciting large ads. 
 and when they don't a gentle hint may secure the favor. Better results will be obtained from 
 regular display, however, than from reading notices, paid or otherwise. Use the puff as a free 
 aid to regular advertising and you will hit it right. 
 
 As for style, have the puff read as much like the regular news item as oossible. Don't have 
 it a mere claim or statement. 
 
 A poor puff: "Smith's Coffee is the best in town and at 30 cents a pound it offers greatest 
 value." 
 
 Better: "Mr. John Smith of Smith & Brown, our popular grocers, returned yesterday from 
 a buying trip to New York. He informed a Herald reporter that he has secured the agency for 
 Argo CoflFee, which is the finest product of the famous Argo plantation in Mexico. Smith & 
 Brown will roast twice a week as soon as their new roasting plant is ready." 
 
 One of the best examples of free advertising that ever came under my notice was that of an 
 enterprising real estate agent, who was of a literary turn of mind. He got solid with the local pub- 
 lisher and furnished him many news items, and in one way or another he managed to work in his 
 own name or agency. I think he averaged at least two puflPs a week, and several times a year he 
 wrote a half column or more on industrial matters, in which he personally played a leading role. 
 In fact almost anything he wrote was gratefully accepted. 
 
 Get all the local puffs you can without paying out cash. 
 
74 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 I 
 
 The 
 Store 
 of 
 Quality 
 
 Try our 
 Mall 
 Order 
 service 
 
 Advance Showing of 
 Newest Style Conceptions in 
 
 ...LADIES' FINE FOOTWEAR... 
 
 For Spring 
 
 It is our aim to make this department one of special interest to every 
 lady of Sioux Falls and vicinity by producing a stock of noteworthy features. 
 
 Its roster is made up of the best shoes obtainable — the very embodiment 
 of grace, style and elegance — assuring utmost satisfaction. 
 
 If you have never experienced the true sense of ease and 
 comfort combined with shoe beauty, that accompanies a per- 
 fect fitting shoe, we suggest that you try a "GLORIA;" it is 
 perfection itself. 
 
 We have doubled the capacity of this section, displaying an assortment 
 unsurp^issed for ezclusiveness and completeness, thus affording an opportunity 
 of excellent selection. 
 
 We would deem it a favor to have you call and examine the new styles. 
 
 DAINTY OXFORDS, 
 
 New Color Combinations. 
 
 FINE DRESS AND STREET SHOES 
 Possessing Unusual Merit 
 
 There are the Popular Heels 
 
 CUBAN, MILITARY AND LOUIS 
 
 $250 $3.00 $3.50 
 
 SPECIAL CLEARANCE 
 
 All our warm goods in slippers, 
 such as fleece lined, felt and bedroom 
 slippers, also the Romeo slippers, are 
 greatly reduced in price for rapid 
 clearing. i 
 
 CHILDREN'S FOOTWEAR 
 
 Just a word regarding this line — 
 
 1 it is the largest in the city, without 
 
 ' exception, giving us the lead to meet 
 
 \ every demand from an infant's bootee 
 
 to the fine shoes for its seniors. 
 
 Will you allow us to show them to you ? 
 
 PREPARATION OF RETAIL AND LOCAL ADVERTISING 
 
 75 
 
 The 
 Store 
 of 
 Quality 
 
 Try our 
 Mail 
 Order 
 service 
 
 Advance Showing of Newest Styles in 
 Ladies' Fine Spring Footwear 
 
 (Introduction here) 
 
 Specimen No. 21. 
 
 Dainty 
 Oxfords 
 
 (Description and Prices) 
 
 Military 
 Shoes 
 
 Fine Dress 
 Shoes 
 
 St. Louis 
 Shoes 
 
 Children's 
 Shoes 
 
 Street 
 Shoes 
 
 Cuban 
 Shoes 
 
 New 
 Combinations 
 
 Special Clearance Sale (fonowed by text) 
 
 (Imprint.) 
 
 Si>eclinen No. 22. 
 

 « 
 
 1^ 
 
 i 
 
 76 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 Thisfineold ColoniaJ Home with 16 rooms, two 
 iij.-to-<latf bttlhs, larsre hall 12 x 27, white enamel 
 throughfiut, hot water heat, laundry and wine 
 riKim. plot 200x200 feet, 25x36 horse barn, 
 large ganien, macadam drive and all modern 
 improvements, is the greatest bargain on Long 
 laliuid. 
 
 This beautiful estate, half a mile 
 from Podunk station — fifty minutes 
 from New York — is the best offer- 
 ing of the year. 
 
 Overlooks the Sound and adjoins 
 many costly villas. 
 
 A snap for a business man of fair 
 income — say $6,ooo to $12,000 a 
 yeaK. 
 
 Cost $19,500 to build, but only 
 $15,500 buys it — cash, or $7,000 
 down, balance 5 per cent. 
 
 Too much debating will lose it. 
 
 Photographs and plans at this 
 office. 
 
 Specimen Xo. 23. 
 
 Choice 
 Neckwear. 
 
 Very seldom do Washington men 
 folk have a greater assortment of Neck- 
 wear to select from, than the present 
 sto(>k at our store. 
 
 The display consists of all the popu- 
 lar styles, colors, and figures. Space 
 is too limited to describe all, but will 
 mention just a few. 
 
 Midget Ties in all colors. Some are 
 light body effects with beautiful shades 
 in red and green. These come in 27, 
 28 and 29 inch lengths at only 25c. 
 
 We also have a full line of four-in- 
 hands to suitany desired taste, includ- 
 ing the famous Windsor Tie. Sale 
 price 50c. 
 
 Don't miss this sale. 
 
 Penn (& Bottenfield, 
 
 138 S. Main St. Bell Phone 107 
 
 Specimen No. 25. 
 
 Nobody can safely say just what kind 
 of weather— and walking— we're going 
 to have during the next couple of 
 weeks. 
 
 Safe guess it won't be of the sum- 
 mery kind — This is New England, you 
 know. 
 
 So long as you keep your feet dry 
 and warm, it won't matter much. 
 
 Have you seen the new Fall and 
 Winter weights in Millord Shoes ? 
 
 Same as summer price — $3. 
 
 THE MILFORD SHOE SHOP, 
 
 35 Church St., 
 
 New Haven, Conn. 
 
 ABOVE RE-WRITTEN. 
 
 No knowinsf what sort of 
 walking weather we're going to 
 have the next two weeks. 
 
 Probably not the tropical 
 kind— here in New England. 
 
 So long as you keep your 
 feet dry and warm, the weath- 
 er won't matter much. 
 
 We want you to see our new 
 Mllford shoes in Fall and Win- 
 ter weights. 
 
 And Summer price rules — 
 $3.00. 
 
 Specimen No. 24. 
 
 Choice 
 Neckwear. 
 
 as- 
 
 Seldom such a grand 
 sortment of Neckwear — 
 
 All popular styles, colors 
 and figures. 
 
 Sample hints : 
 
 Midget Ties, especially at- 
 tractive in light body effects 
 and beautiful shades — green 
 and red predominating — 
 
 All lengths, 25c. — easily 
 worth 50c. 
 
 Windsor Ties, the newest 
 creation in Four-in-hands, 50c. 
 Others get $1.00. 
 
 A regular necktie carnival 
 for all Washington. 
 
 Specimen No. 26. 
 
 Practical Su^destions. 
 
 The beginner in retail adver- 
 tising should study the various 
 divisions and practice writing 
 them. Practice faithfully and 
 don't expect to become pro- 
 ficient by merely making spas- 
 modic attempts when copy 
 must be rushed to the pub- 
 lisher. 
 
 One secret as to why stu- 
 dents in the Powell System of 
 Correspondence Instruction 
 make such substantial progress 
 is because they are given 
 practical ad. writing to do, and 
 my constant revision of their 
 work keeps them working along 
 the right lines. While this 
 system is beyond question the 
 best in existence, yet many 
 business men feel that they 
 haven't the time to devote to 
 such wide-range practice, and 
 consequently they must rely 
 wholly on such help as this 
 book affords. 
 
 In such cases I recommend 
 the reader to re-write such 
 advertising as is in his line, 
 and try to do so in the way I 
 have advocated. 
 
 For example, the retail shoe 
 dealer will find that by care- 
 fully clipping out of the vari- 
 ous publications the host of 
 shoe ads., good and otherwise, 
 he will secure a collection that 
 can be valuable as specimens 
 for alteration. One ad. may 
 wholly lack description and 
 contain twice as much matter 
 as is useful as an introductory 
 feature. Now re-write and 
 supply the necessary descrip- 
 tion. 
 
 Another ad. may be padded 
 to fill a given space, and a 
 
 PREPARATION OF LOCAL AND RETAIL ADVERTISING 
 
 77 
 
 THE NORTH AMERICAS. PHILA DELP HIA. FRTDAV 
 
 r»8«r »•*'"*•' i 
 
 THK JOHN WAWAMAKER 
 
 STORE 
 
 UVarfcfT toJjr: 'jiii. 
 
 Store OPEN Tonight— Closed 
 
 store u^i:^ ,on.g„.-..u«« TOMORROW at 7-COSED ALL DAY Christmas Monday-On TUESDAY S.30 Closing Resumed 
 
 Scan Your List Again^WhatJsForgotten? 
 
 C Hatv You Forgotten ' 
 
 T'/^'V'QP Siill Good Slock 
 
 l\J 1 <J' Because THIS 
 
 ban ALL-THE-YEAR Toy Siore 
 
 Wr- iirp no! Koina oui ol business 
 »llrr Chiisimiis We icll quantities 
 ol toys evf ry day in the yrar. So Kotki 
 o'e Af,-." wr- Not ilways so areat as 
 durint I'lc holidays, ol course, but still ' 
 lull. ' 
 
 Whirh means simpl" this: latf-inm-\ 
 tti uill linj J truer aisorlmnt hrre darint 
 Ihete l>i\t tuoJaw ihjn jnywhrrf ehf. \ 
 
 No trash that we are trying to iiel^ 
 rid ol by ruttinc prices. 1 
 
 No un-wanted toys thai must be got 
 rid o! somehow-in the last rush. 
 
 ^<)(fl<n4' bat wKdt ij uo'fft Ajwnj— unj 
 
 This puhcy is hrinaina us the larg- 
 est busine*.«i we e\er had — which 
 means ol course, th.- largest any toy 
 store ever had. (Fourth lloorl 
 
 C h'jvc You Forgoilen 
 C.__4.__0 Here Arc Some at 
 OKaieS.'^ REDUCED PRICES 
 
 Still 
 Time 
 
 W 
 
 HEN you are sure, as you are here, thai no gem will be 
 misrepresented— rArrr it laiety evrn in a Ijsl-minutc sflectirm- 
 When you are sure, as you are here, that prices are 
 extremely low because our purchases were made belore recent 
 advances— Cicrc u sj/cty ciM ii n loilmiralr irlrclton. 
 
 When you are sure, as you must be Irom the present outlook, 
 that diamond prices (rising lor the past ten yearsi are still on 
 ihe increase— (»fr« :s wfrty i« irlnliat J diamond merely iis an ">• 
 
 ye^tmrnl. . 
 
 An\ dumanJ. mounled or anmoanted. may fc inipected qmttlly amiiy 
 Irtm the holidiiy biullr in lite Etelasite Diumond Room. 
 
 Fbr Selecting 
 DIAMONDS 
 
 The PIANO STORE Breaks ALL Records 
 
 American i-'ub skates- a special 
 purchase bnnus these low prices; , j status 
 AU-ildmp ikales— II 
 
 8lup«l u.tl. SI -23 £. pair IrlHil t^ tUn 9.| I 
 9* 10 ' I 
 
 l.ick.>-plMc4. S I ..^O • pair Irom S2.S0 . *if*s 
 • Sv^. in 
 
 NKli.l.piwwl, eirh.^ I'lV.. 5 1 .75 • pair trom 
 t3 in ».r.. ii'S 9'.. 
 
 Nav.na ikMeft. iii.k.l-rrl.trd, SI.7S • pair 
 troni A4.7ft. ri<r. 10. 1 1 ib.>.m«mi 
 
 On Wednesday the sales were more than double 
 those of any previous December day since its organiza- 
 tion. This probably means thai they were lour limes 
 greater than in any other piano sure m this city. 
 
 It is a spontaneous endorsement not only ol our 
 system, but ol the insirumenls that we represent. 
 1 And It IS the endorsemem ol the best class ol buyers 
 —those whO!.e opinion is most valuable— as is proved by 
 the lact that nearly all the insirumenls sold » ere ol the 
 better grades. 
 
 It proves also the wisdom ol our policy nl bringing the 
 highest grade instruments within the reach c! the music- 
 ally intelligent and ambitious, regardless ol their linan- 
 
 MORE AUTOPIASOS 
 
 Among the many interesting events in the whirl ol 
 yesterday » great business was the ulc o' (i i r ,1 olu/naaiM 
 m lifirea m.ru/i-j- each to nn independent buyer. Addi- 
 Wional sales during the day nearly e.vhaustcd our stock, 
 ibut this morning we received a lew more— the manulac- 
 lurers having lavored us beyond our expectations and 
 C, Hiiir )oil Forgotten \ iwe liar' to be able lo.lill orders lor another day. 
 
 *-fc I ! This marvelous instrument seems to lascinate every- 
 
 N E W PIANOS 
 
 Plenty ol all styles ol Chiiicr/nc fitnoi except Oujrier I 
 Crands. which are all gone : but we have a lew ol the new 
 ••/n/unt • Grands m sloe k. 
 
 Probably enough Campbells ji l/sis, SIO down and S6 
 a month. 
 
 Enough Cramers al f.'.'i. Merrilh at J.'<5, and EBifrmiii 
 at t}00 to S4iO. Toici short as usual. AKerlm Piaao-Playtrt,, 
 we leaf nol more than enough lor one day more. | 
 
 USED PIANOS ' 
 
 A lew that arc unusually good, and bargains at Ihe ^ 
 prices. Ainong them are; 
 
 I slKininspi upright, urlcinally S373. now SIBO. 
 1 S«-tiumB<h.r wpnsTM. r-mmallv S400. now SI65. 
 t Kimball upricm. oricinatly S375. now S2S0. 
 1 Knabr upngM. orifin.ll} S47S. now S30O. 
 I ICnab. upricTM. orlcinallv 5473. now S315. 
 I Clucfccf ma upcittw. OTiK<n«lly SASO. new 1300. 
 
 I C, Hjvr Yi»i Fori^oltcn 
 
 A »if»,_»0 PLENTY .>lC.i">..rt 
 !A Man.'^ THE HAT STORa 
 |t'sacoc*d Lishion. ^*iih Minie p'^'w 
 ple. lo fitve rr£uUf ly lo a rrri.-»in m.ia 
 4nr.ir to ihcmK ctiih Chrtsimas. a bne 
 silk hat. 
 
 We know a areat many people"* 
 M/es. or exrhainge can rcadiiy be 
 madr next week 
 
 >.» k.tri S^. »(>. Kno« «^ »«. 
 
 (>)v« *a'> $a St>. %9- 
 
 SWr "MfArr hat l^ttt, %Min ltnr4.Sn SB ftlO^ 
 51;: SIS 
 
 turmt'n. ttnc prR». n«rm tirint%. tlG 50 
 It 1175. 
 
 BUI Pt*^y hs:^. %3 S3 *a4 $3 .'sO h>A««— 
 
 lot ».'. lH«rkn «rf rt rmfraoll 
 
 Perfumes? oueen 
 
 Mary" Toilet Wat**rs 
 and Ext rjcts- Boxed 
 Rea4y ro pack and deliver a big 
 Qujiniity by lomorrow evening. 
 
 Uu'r'a.two tXiltlvf Ml fi'irv hu\. small »i>« 
 
 Kttfin't r.n« boMlr. 3'X . !•%■• Uoiil««. SOc. 
 i 't'^mf, rmi bom-j. 25* t<. >.' « burtl*. 
 x^.^rt fMM'f^**' pj'liac**. 15c. 23c: botM*. 
 S^.^Oc- (Ct-nterol Moid 
 
 'one who hears if. Price only S4R5. which is 5300 to 
 S400 less than you ran buy anything that even approxi- 
 mates to it elsewhere. .TM,ar.™>., ct^rxn^i .•r^it 
 
 TERMS 
 
 Any piano— new or used— may be paid lor in monthly 
 
 n 
 
 payments !rom S6 up. The evening is a good Ume lo' UMBRELLAS? 
 
 select a piano — not so much noise and conlusion. We, 
 can deliver pianos up to the last mmute-^for Chnstmas. 
 
 <I. Have You Forgotten]^ C Have You Forgotten ' C Hai-c You Forgotten 
 
 Handkerchiefs i That fur coat Books?— Then ru., Your 
 
 Among the SMALL GIFTS? 
 
 C. Hi2lV You Forj;nHen 
 
 BATH-ROBES for MEN? 
 
 FRENCH Robes. S3 In 518 
 From :he one maker in P.iiis *\ha 
 leads the wi>rld in Terry robes. Dviii« 
 his largest Amenran customer, we 
 quite nalurally secure advani.ices m 
 prices. S.T S.->. SO. S650. S8 SS 50 
 Sin. $13 SO. SIS. (Chestnut slri-ei) 
 
 C. Ha\>e You Forgnileit, 
 NECKTIES?-25c to 54 
 
 At Market street a great vanetyat 
 25c. 
 
 Al both ends oi store a Iresh callcc. 
 lion at SOc. 
 
 At Chestnut street, the lini;U irom 
 Ihe best makers. SI to S4. 
 
 C Hair )f)u For'^otten. 
 
 SOME 
 
 S6.S0 and S7.50 Grades lor S3 
 The men's handles are buck horn. 
 Cape horn, ivory and natural wood 
 silver trimmr*d--all mounted on a line 
 quality ol Levantine silk. 
 
 ! For Your Wife?-Stin Time 
 
 ' We'll save your minulesand let Ihe; 
 A late shipment Irom Bellast «r*; ^oats do Ihe talking today-only say- 
 , ...vcd only yesterday, bringing a thou- ^^^ ^^^^ ^^^^ down to Ihe 525 electric • 
 C H.itr \ou Forcoiien \^^'^ **«^^" plain white hemstitched I 5^, ^oais the same patterns areused[ 
 
 r 'handkerchiefs for women, ranging in . ._ — »-. «<..!.« ...... i.i.i« 
 
 price Irom X2^/ir to 30Ci 
 
 We will put them in Christmas 
 boxes lor you. il desired, to be sent 
 by mail. 
 
 Still plrniy ot iMnd-rmbf jtdrr^ frtfth hand- 
 krrrhl«t« lit wom*n. from 25<: 10 7S< r«h. 
 
 Hand-emt>(i>t<l*fv<l Irish tniii«t h«n4k*rrhMl». 
 
 1 (Se to S7 SO gf atfc* fn« Ml ha** • 
 Cr»M wariMv ot Unry h«nd)»«. 
 1 I'ltK-a («'fit« •■■^'r/nl«. Inf men and »«•»««, 
 
 Mill in |(MM) »wpr*v at SI SO wmI %'£, 
 
 Slippers?-^r.5T'' 
 
 For WOMEN. $1 
 
 Gill goods ol inferior (I'lnlity would 
 reflect upon the ci\'er and our store. 
 You can buy as s.ilely in a hurry, ai 
 the last momen!. as at any lime. We 
 back lip every sale— holiday lime and 
 all nnies. 
 
 Onr ytihi i$ Mt rxunsitf and complete Ji 
 4U riiTK'v th.tf eu hitmei tor me are alu-jyi 
 postiMf, r\t.'<pt as specially meniioned. 
 
 For mat— 
 
 Opvr« ttyt*. Mai k ■■Ml mwrt 
 
 h'or n-onrn — Especially (or bed*room. 
 and house wear. 
 
 Knlilr-I. niAny colors. I^Hhrr sol*, lamb » 
 wool •at'«. 
 
 Brunt"!', xth l^atti^r. ml. !■.• bUch. 
 
 lelt. RontcopMiern. v«r> ll<x'U<t fole. tilack. , 
 ie4 
 
 I nW'Cut tril IrftllMT or Ic't sntoft. bow arxl 
 ^ikIiI' ornatn'^nt | 
 
 Ratter boon lor boys. 52 up. 
 
 on w huh our iinesl Alaska sealskin 
 coals c»n' cut. _ , i 
 
 The teit quality nejnrjJ jjckct. 30 in. 
 long, that can be made is here lor 565. ! (^,,^, ^ ^^j, j, 50 
 
 Others: F 1 Hmorr *A i^* 5tkn4ar4 Oil C'>mpany. by Ida 
 
 «. M<stA. -«ii»f, r f««*»». I ] jj Tart^il 
 
 12 ic. Six in a box. 75c. ™ 
 
 About ten ilof«n Switt handktrchMt. em- j *"* 
 bfnt4rf«d in KaMopft. at* reduced Irom A 1 .23 to i ^, 
 7Sc each lo Mind rhem up. > , 
 
 H'onim wfto uant to tuy for men can , 
 get: I 
 
 plain whtle hemWHched liandherctiieta lor; 
 13-M and 3.V. I 
 
 Mand-embt ordered inmala. 2Ac mnd 50c. 
 
 lAiair n-»««ll I 
 
 FWel'K tMltukMo < 
 
 MS Vjn. 
 
 ttrrtttt *••! lai^'t., 
 t. «iann (olta*. ktv«< 
 
 r Ml ao. 
 
 Vrtv littM OualHr n 
 
 kVKltiMii M«rni cullai.2'i 
 
 &itfM-*i»*< ■•.rk-** 2 
 
 tkrtlom ar wh'i *t minh 
 
 Eye Over This List : 
 
 r<in> Itvr >rar» Under Ute Flag by Winlietd * 
 Scon Srrhley. %3. ■ 
 
 Ttte Road m Twflcany. t>y Maunca Hawtai. 2 . 
 voU ft6. 
 
 Trvc Tar Batrv and Oti er fttiymea ol ifrwrle 
 Kemut. •» Joel Char»dler Ham*. S2 ' ' —^ A ^I C* 1~\ird/' 
 
 |tr«H(*<ttonk aid Lrnera ol Certeral Roben | /\Ol_,Il«, LJC«OlV 
 L. Li^. $2 SO. \ Ti tr .Tk «> O 
 
 Lile and Correspondence '-i Johrt thike. Lord] tvOCKci . Still • widely 
 
 \aried rhoire among mahogany work 
 tables, wriiing desks, library and par- 
 
 C Hair You FornoUeti 
 
 >»al |»rkM« 72 tttrtim* ^m*. 
 *, >•« a muoon •!■*•«•. SM 
 
 .•H*ti'tt*».%mO. 
 
 IVrnnl II ■ t CtvMnwt WrrMI 
 
 C Have You Forgotten 
 
 Silk Stockings? 
 
 STEAMER ST. PAUL Just Lands! 
 I a SPECIAL SHIPMENT 
 It was a hard race, but the St. Paul 
 _ got here in time— the stockings are 
 
 " I 'shown lor the Ursl this morning. 
 
 C Half You ForPoHctV forU-omm- 
 o/^v i-xc mmtr- *■ ^ Pi.ei. ,..*«->(»,««......« d«.«.r»mt.w«»»-4 
 
 HUA yjv rUKfc. i M«-k...i»iiitf .oataw-., tw b»»i «»« ••<h mt«ck>«f 
 
 Fresh Candy? 
 
 Plenty ol every sort today and all ol 
 it Ireshly made— rA^ tinest quality and 
 widest jsiortmeni of t^Oc candiei in the 
 city, boxed under your directions in 
 pretty packages tied with colored 
 ribbon*. 
 
 The moft astoniihingty good S-pound 
 toMct of candy ftv $i and SI.2S: same 
 quality all through Irom the top to the ^ 
 
 . vMairiAMr 
 
 I S J Xerk a 
 •T<hl*i f>nlr nil 
 
 lAit-Cl-r 
 
 bMtom. 
 
 Mtkta MnlHM* 
 
 Ul«»« r^fvuuK 
 M>«e4 r«it«i«* 
 
 bralaie^ tl. 
 
 rui •rt'jiii 2Sr and 30r>fuaMie«. >l | 
 M>«p«banMif>«a»4ia'i4t«<1 IriMi il 3i j 
 
 Cm»dK4 hmiu **9m Pan%. a S-pouitd bo«. 
 
 •I.50. ; 
 
 Tke iMU^t l'kt.tfn*% mtiv*lty In* Ck'i%im»t trirt, , 
 eir CANDY CHAINS. 4 >ard> lone, green. , 
 «ni(a. ptnk arM] lavcndir-Sc each. iB«»ainafUt j 
 
 Q^ Hair You Forgotten \ 
 GIRLS' Siorm COATS 
 
 or JACKETS? U » more than a 
 lu. hy tui rt « hich ^r1r^B« u«. luu two daya balor* ' 
 CPnetma*. rkirtf-'ir i^tI a«4-i^«a tm a d ara* | 
 OMU fa' H re ia)*a'-«i4 gtttt, M t».»0 imtltmd . 
 
 fnm ear awe ttart— a taw warm Mack kcratr 
 ^kaia lor SS-were ft7 SO. 14. 16. 18 year*. 
 
 tt««^0'd»ov' Ciivxnui ••rvtil I 
 
 Christmas 
 
 I fL Hatv You Forgotten 
 
 Women's VVealheralls— 
 Mackintoshes-SHAWLS? 
 
 IN WtATHER^LLS. hve especially preny 
 MvtF« M'li^ a^ many advance »4ea» tar spring tn \ 
 them a« powible. ' ' 
 
 Cravenetie-SI'T SIS. >20. S21 artd »35. | j 
 
 MACKINTOSHtS are neaity boxed and guar- 
 anteed a» to color and wear. S4. ft4 50. S5. | 
 
 CkddrfHt maikiiria,ln, SI 83.S3.ft4 and ftS. 
 
 KNITTED 5HA\\LS have aomc aurprtsaal 
 among them lor Chn«ma» atwippert. 
 
 S»lt. dainis . mar ^|rte- woven hirtda in Mack. 
 ' while and gray. T.'Sr tr> S3. SO. { 
 
 Hand-knu shoulder capra. pink, whua andj 
 blue. ftl. crimv>n TSc. 
 
 fftn(»>eiiw>' CViinui slreMl 
 
 I C //fliv You Forgotten 
 
 DoAvn Quilts?— PEOPLE 
 
 Have Asked Us to Make These 
 SPECIAL PATTERNS-$5 
 
 They wanted colored figures (most- 
 ly pink and bluet on white grounds. 
 C Hai'C You Forgotten ' backs o! plain pink and blue to match 
 ' —so we had a quantity made up ini 
 our own laciory. | 
 
 They are excellent sateen, tilled 
 wiih best white goose-down. 6x6 tt..5S. 
 
 It is this caretui attention to the 
 wants of our customers that has in- 
 creased our down quitt business thiS; 
 year lar beyond all past records. 
 
 I Dumaa' Parte, by Franrla Mihoun. ftt.OO. | 
 t Lifa and Timea ol Thomaa Jelleraon. by | 
 |T»»oma» E Wat*on. S2 50. i 
 
 I Thr Lace ftook. hy Hudaon Moore. %H. I 
 
 1 HtMorlc Oteaa ol America, by £li»abcih Mc- 
 ICIelian. SIO. 
 
 Ltle ol Thomas Hart Beni>w. by William M. | | 
 iMetg*. S2. I I 
 
 Mra. MaybrHrk'a Own S»«o. "My FIRa«r», | 
 Loai Veara.' ftl.20. 
 
 A CWIrctive SaMar Claua. by Ja m aa 
 Rilev. SI. 
 [ The Battad n( Reading r.n«l. toy C. 3 3. SI. 
 
 in Love « Garden, b* Jnh»» C*Htl CUy.ft2.20 
 
 I The CVhedraU nl ^oolhrrn FrarKe. by Fran- 
 
 I jciaMiM-un. Sl.&O. 
 
 Reminiar^nce ol Peace and War. fcy Mra. 
 Roger A- Pryor. »2. 
 
 Roma Bcaia by Maud Howe S2 50. 
 
 Shakeapcare's Trwn and Timea. by ^Vard. 
 »2 50. 
 
 Lenera ol John Ru»kin to Charles LImM Nm- 
 ton. i vol*-. S4. 
 
 lBa«k S|«'«. TlurieentTi Miwfl 
 
 lor tables, arm-chairs, lorkers. etc. 
 The kinds thai by their beauty a* 
 well as their usefulness are sure to 
 delight those to whom they are pre- 
 sented. 
 
 Among them are: 
 
 • ....«t«rit nl rtiflpi o«k «(-v r>i I )bM t*^*w». S 
 tw»ifa'm»»«n« mt* la(|e Bwt»*a* ara»«« M *•. 
 fHIM-T* uo ■« » I ■ S 
 
 aMHNM •• ■*■■<■ «•«». f»a*i«ea"» *»«• •• 
 riir«i. ia-<n(» *•««•« M«. 4 «it:H«a ma» 
 
 I aaiuiaama** a? T5 K<M-ki 
 
 !».; 
 
 rxrwf ar«<a>« »« :;o n aeft. 
 
 I*. lwl(«e ■e'"'* «*■! m sr««n i 
 
 itn. W iO fThwe lw«) 
 
 For men — 
 
 %2 T5 piafh and .rt-.. 
 r<nMT(A*t»4 rMik*. TfWM pan 
 
 • 3 PU(k ftilk •Mtii. wdfi 
 a>* ratten l*r«aiHj aeivMf 4A>»;« J »«•«) J' 
 
 Women'i "5c stockings for SOc— j | 
 
 Prrtty black hale unh dainty clocks Ol Mlk | 
 embroidery. Bf>xe« lor the asking. I j 
 
 tClwttimaiboMh A'tadal I 
 
 DRESS 
 PATTERNS? 
 
 j Scarcely a moment to wait— pick 
 out the pattern you like best and it ia 
 
 ; there, done up in a box and the right 
 number o( yards. 
 
 i fO yards nf g.ngham, $t. 
 
 iOy^rdt at tftf ff'eaU tn tffing pmnt*»t,iUS. 
 I 10 ym*4t ff trertMtkrt. f ' H. 
 
 . Wota ditli p^tfrrat. l^SO fo $6. 
 
 I II you hunt through the store you 
 cant bnd anything more useful. 
 
 I C Hair You Forgotten 
 
 A Framed Picture? 
 
 11 it'a tuat a imie ChnHmaa tememhrance 
 you want lo arrtd there a a table In Ihr water- 
 color room Itlled wnh pKTurea ol arkgela. Madon- 
 naa and acripiutal aubtect*. in gih metal and 
 gun-metal Iramra. 75c to S4.23. 1 
 
 I In an adioinii\g room are carbon phota«rapha 
 of sreal mtfitKiana. poet*, and copies ol the "Old , 
 MaMera." in oak Irame*. 10xl2 Inchea. lor SOc, 
 al»o great compoaer*. wHh a few bar* ol thair ' 
 l>ew krtown muktc. in oak liames. SxlO lo.. 3Sc.j 
 A iKtie larger, but not too large to carry with; 
 
 I you if you wiah. Cibaon pttrturea. printed on r*ce ' 
 
 , paper and Itemed in oak. S2 50. [ 
 
 Chriaiy 'a colored prinu inoak liamcs.Sl.50. i 
 
 I Underwood'a colored prints, in oak. SI .50. 
 
 I Pyro-etched and colored ptacque*. SI-SO arad 
 
 S2.ft0. (Third Door. Market atreetl 
 
 C Hafc You Forgotten 
 
 The Automobile 
 
 I^Wner . citv* him anmechmg lor ht« 
 
 aulomobtir- a KK o| to<>ls. an ammeter, a apect^- 
 
 cmeiet or some other arreaaorv. 
 
 Thai hundreds of such gillm ate being b<MiC*< 
 ' ta shown Irom the laci tha« we are nnw getting 
 .the largest busineaa Ift autemobtlr sundries w« 
 ; ev«r had 
 
 j AmtmmahiU t»r ro«fi *m4 rtmtk a*i lr«f%e* cliMb. 
 
 ' tag lor both men arid wnmen aie also line lee 
 
 gilta— llnd them all together wtt>t ay*» m ab> l ei» 
 
 lirat floor. Markai aireM. 
 
 I 
 
 (TKir. iKwi Tl«il...ll> Mr.mi | 
 
 I I 
 
 C, Have You Forgotten 
 Eiderdown WRAPPERS? 
 
 C Have You Forgotten 
 
 A Table-Cover 
 
 SCARF or MAT? 
 
 The mats were nuu!e last sununvr 
 , at odd times, and on that account area 
 Q. Haiv You Forgotten^ third less m pnce. 
 
 Boys' Clothing? | 
 
 FIVE SMALL ODD LOTS 
 
 Veo' little pnces— some reduced 
 
 T»bU matt, rtKMtd oftet. ot rKh green and re4 
 valour, with burtH ;eaUMr applied decoration 
 t^ .n aiaf*irt*<. SOc l« tn e>— m ii i %Z I* 
 
 ia>n ai*nw«*i II La'a*' ■a**«»** tit 
 
 TaMt ». >^rti ai varona valout. averaging i Is 
 
 SILK pr 
 SATCCN 
 
 G. Hi3\t You Forgotten, 
 
 Petticoats? ' 
 
 ftMK s>r>«« texna w> >au • 
 Ml e ear le S«e» Mw L'ltw F 
 
 i>-li, U tm 117.30 1 
 ••••• i*t«i a lake* aetofai ' 
 
 C Have You Forgotten 
 
 i;roT;o^V Neckfixings? 
 
 Snt or 7St will buy the dairuiaa son ol HUM 
 I beaded stork* with open lace labs. The maktr'a 
 I wiAd-up. or prices would never be an small 
 
 for tOt and lit Ihe last ol Ihe 2Sc embroid- 
 ered top rollers and pleated collar and cuM sets. 
 iSem* patlcaly Ircsh— some m need ol presatr>4. 
 
 %3.7$~rtflmrly IS mnd IS iO Made ol plal 
 rippM aidardown. tnmmed wKh band* ol satin. 
 ibecMia nc«>. titai csHerri 
 
 ) 
 
 hall, some more. Pertjapi iusi the 
 suit or garmenl you are looking lor lo 
 supply a lasi-tiour (ill. j 
 
 «T ■■ \/ r. is Mil./ inil*. JJ SO-ol WW S«-50 tort wfcjdi 
 
 %i. Have You Forgotten wihav.tmn niiintasiM. { 
 
 Something fora Horsemanj , „.;;.:::rrr,.«''^' •*•"" "■ " ' 
 or Horsewoman? ; 1 -» dom»u-brtMr4 tmiu. «- worth sr soarM' 
 
 Crepi and a^irt-matty akchisiv* aptMnii , Sa.50. | 
 
 «Mi,henchesiwofkmansh.p. M « '••n- Snrtolk ta-r.. w-wtth straight mn* 
 
 - I bloomer irouscra— worth SO SO arwj ST SO. 
 
 K> pair *4d 'rvateri. JSr -ware B5c— «ll wool, 
 ' pUk s«wc«. iCnueaot. Market su««U ) 1 
 
 ■f»pt. SI 2StoS20 
 
 iiratght and laiA mrkipi. 75c to S2S. 
 
 ijatrd Oeee, Waal d pNraliarw* 
 
 W .1^ Arab.«n ••» •»«*.«•• •! TS «• t2 "ft 
 
 W .>*• tntint l>Mt>*' evr«'*t<Mi %m so wtS *T J^ 
 
 iblr ..oca -tapestry, rringed all rouikd. 
 
 i **>«*f«t.ar« »l 50 
 
 S\l t »•>*!. SI TSMiSASO 
 
 2*3 kataaiMtn ■«•**(* pi aw ea t S3 TS*i>ie SO 
 Jute velour. in lloral and Oriarual destgna* 
 
 1 vardsaHftM S3 TS It vara* Musr* M 
 
 2 r«>e« aato'* SH 
 Verofva velour. tor attinc-roofli — 
 
 I yare aavere SI ) ' >•'«• aawais. fC 
 
 Leather lor hall or 4en— 
 
 P\*Hi «kinB. f**«**4. S3 
 I SI 
 
 lS4.M». Oe >. »aa iW ai, fas i— law 
 
 Specimen Page Advertisement Showing the Inland Type Foundry's Dorsey Series Used 
 for Text and Display in Combination with MacFarland Italic. 
 
 Si)eciinen No. 27. 
 
78 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 
 I 
 
 fMV TMKTWflPQi 
 
 wt nouMfOits Mommo itak. simmt. apwi t% mm. 
 
 An Entire Page of Extraordina 
 Values-Every One a Feature 
 
 ESTABLISHED lASS 
 
 E NEW YORK STC 
 
 ARECOPD OF FIFTY- ONE YEARS A5 INDIANA'S GREATEST STORE 
 F»EXXIS DRY GOODS CO. 
 
 teM»^ If Vm Cm>^ 
 
 Indiana's Representative Sliowing of | Editorial comment 
 
 Millinery ~ 
 
 I»qu iMlt wr* deiiint m ipr^nt mtUinrry of th« qtulity tKst Itai niMit this 
 ^Ifmnmtm to PDfMl«r Hsn ih*l potina ■ di«iinctiv* tan« («r «bo«* any. 
 a^int tfcov* in rht Sum Pric#t not n*w *h« tti» halt tir worth. Suppc"** 
 ^» com* Moiidav »m4 m«kf ■ ttlacnoA from th«>« Mtrtcttv* wi«nm««a. 
 
 ■■ kM. M ita WW ■ 
 
 
 Untrtmmec] Hats Arc Special 
 
 A ^""^ lMft«« of Iftsiw hats ■• Ihaf vwy u-ile Tiunmisr ^LOwiMt mm h*t TaiwMitt* 
 
 • '•WUld-tbn •>• timam camrtn Una •n«i., ,i ,_ ,„„„ „, , ,, „ „ ^^ ..^ |^ 
 
 Al M J»-L«. km «,!, fMi .i dMIk. Mot «» •.".■^Sr-v ■"•" **"" "*,'"* •■'~ "* •*— • " 
 
 V«.t-(», l« ««H« BM III* MMnI « 
 
 MWwu** M iiilwiaii 04 Craw to mm. <Mia w-tMT 
 
 al : _ _ 
 
 '»'»*«' • "f ""^ ■wi Kw w t af urn** rt»wr«. 
 ■natM M>4i«* immM Ann «■ iMMh vr 
 M MtU TallW AIM 
 
 g** liW Mj ri««M ta« wkM» Wibtoi Mha ■ .._ 
 
 — V«M tmit Waal CaaMv Aialm 
 
 BcaatUnl Black Goods 
 
 -_ J!.5? ^i^ • to*M fBX'.r-j natoriaia >• f'.rt ftra ik*ra ai avarlal prtiMa 
 fc*" ! '! ! >•»«• itoM* u •••> t«r 9*9n oaa m ka.« a fetaa» *«aa ■• (Mr 
 
 nc 
 
 
 
 AaoUifr Ibimv 
 al Uils 
 
 iaf WM<» ••» •< avaff «av. tar a« i 
 
 ^ (Ma «■<■■> «a«a m Tim t«v i 
 •••Ma* a •>••« «Mi .* awa w iai* ■ ' 
 
 Ctt. 
 
 Naw lar a Tluac Day*' Special Sale 
 
 Women's 
 
 Spring Suits 
 
 W» pUce on ale Mondiy o»ct J.000 iprinf niiti ■■ all 
 the bvotiie matfrub and colon, beautilully uiloKd and 
 in every ie<|^l handioRie and denrable larmenu at tnoch 
 leti ihin they are really wonli. Such eacelleiKr in ftyle « 
 rarely offered at luch low pncea tMa cwly la the NMao. 
 
 You »ill be wiw to leiie the aapartaaiiy. 
 
 ElM MM* m»at o( fiaa ca««wl ar kavMrik hihM MMa ir nria "n t. 
 
 r*'-- .— .T-^.: 110.00 
 
 ■ n il ii*«it iii»t i i»i»««ieMia»p<,> CI^SA 
 
 .r*r~T'$6o.oo 
 
 »^»;' Wasli Goods Assortment 
 
 Cv«rT jmiraMr w»a»» •nd pritttiRa i» ti«r« t» « t}ro«4 «SMnin«lll of colors. ChooM 
 row uMiMt •kirmuu aa^ Hh iMt 1»oai ihew^ 
 
 '"T.* *•'!?""'**'' "*•'* " till — ■!■< ••Uabh bWe. xrr lliMr |ad KIky. 
 
 .>iii |iu »>«dii>iit a»« 1 1 1 twl m Hiip. .my ..w nd »J< by .i aA— 
 
 ••ir. iirirt OvC 
 
 iiBiiia]Oiacta«iit.aenba«iWam»v. aOTidiaaaderW- tt/?^ 4e... 
 •tla»rlH<«>ja<OTCk>k.WckKc«tei^»MKilNK.H ZdCy MC 
 
 ~ 75c 
 
 wdh. myrll*. 
 
 -39c 
 
 HnsaM adl » JKha •!«• ca 
 
 ClHiifc i«Mb«4 tpMya. In«a 
 MnfeaOasM. Mllndclni 
 
 Lwinwi liMM 3t iwfeM wid*. fifty dU 
 i«m.da>i.inwB.aUliil 
 
 ■ran Lan Hoewk n aeha aUt la latl Uaa. aa. wmn aid pay 
 baaftna aUacia to ikiMaiiM «d lak MMk a nid . . ' . 
 
 •ttt aartananl 
 
 t^-**— ^ 25c 
 
 Mwaal ai« tarlae tkadaa airli laal aMftialdnad mgh ■ 
 Oarjw rt iildrt i laii.< i»< ZSfC 
 
 As Uaaaval Sale NcgBgae 
 
 Ribbons a Fourth to a HaU 
 
 1Mb iprrtal »ai» trf >tttBr*m ovrnnrk i» (■■■r»ai»;4 > kt'.* oapartd- 
 ■Mf IV !«■ ta tor to a aaM** oT rHMwM to* afiisa Mut ».M»r»ar 
 ■la tow w otomaa mm. «**»• t^ at i«aa UMa aaw n » nriw^i im Hraa 
 Iw ti* k«M» af titoaa of i«a ««» Ml mm «mm Baiar;!** 
 
 5*5 • "'*"'".,"" S IS^-i-'"^ mJ'"'"' M*Jic 
 
 MVM a«a CMWIDL amu. -."^aJIri ,MMIB MwT't'^lll-'^it^l.' Md 
 
 Maunk • ««ka k iv-IW^ aUI*. r ■.urv' ''?££%.' If' ''*''■<'*' * "•* * 
 
 ""'■arj'Hiai •a<i4 aiatin aoiia for tom irt«'i»iii (^^M.-^Jl wtoiH ip«^ vk<~ *■ 
 
 Mr* . . Ji^ ' a r*MI , ._ IvB 
 
 JkatoM MflMB >«MM> Ml iv«i«.«>iaa, 9*m M*Ma'na«K Kt'ivk** n*r 
 
 i> Midi MM r-i^Bvo M Murk. «t>M«_ Manta. <>«-• ■■eSMa' .a^ '-air.* 
 
 Sa. a M»*. 1^ .wm niiiii. um. 
 
 » !«*sr. aiiMi'i M t-MM *>a« to M« ■'■'■^" t 'fca*** «. m^ 
 
 Sdacl Vaiv WkHe VaMca Natv ' ' 
 
 ~s **• '"^ — •">» ■— jjj > »•--•■ 
 
 *■'— ••^jap www •• 
 . . toe •— ~ 
 
 rrr 
 
 M« 
 
 Cliiria Cabinets 
 
 Somp plac« to 
 ihow off the Uncy 
 China ts ihv detire 
 of every wonun— 
 mayhap it'ia beau- 
 tiful dinner let that 
 k twrknJ Hmy m ■ aidi- 
 
 A Qua* CahJMl b 
 
 Km tfe« Omib Cot nary 
 
 CT'' bMM:«aMiiMtt0fW 
 
 ', r rMcM bayOM tar h 
 
 ItRla M tlS «D Md from 
 th« br «My fMm «• 
 
 About tt|e Ne^v Gloves 
 
 Wa ftax-af ...a mwM atoM« tUvum tototf T»» •toM'iMrM bM baM aato« . • . 
 tor^aed- to<*<-*te 4 ato** sMbartM fba* aa. p-mmm « la. Mat aa>Mi»(to*T t-- -- 
 
 !J^^JT:!SLT~ ?*'?!^ "'*• •"■•■J** ■ ■»■■« »»tB» aa^ ^rwrt f.* Fan* Mmj 
 
 ^ ia«to nMlainl *«e-liMnw(v M> <w fma Ibda rtt* 
 
 i^Mc-Or arM» >l iba «>>.« a.va«<a-rM Tb-f a'r a>a«. ^„ «,, »n|a.r rri^a M^.»t„ *. 
 >wl«4 ••ntft aM ab*h »iMr tkr.iwch hot baa>lk m4 tba rrrmb aMb"w brhm vuu an ibiw 
 f to au caaara iaiiMt. V rtaap. |iaft>*.|«» *,«* l<to>» r J» a aair Crna 
 
 TW>.: 
 
 ri*«»tom U Taara ■to«n, 'aal Ttrnth ka«- atib »M|m» i 
 aab a>k« «Mw. « |m» at« 
 
 L Iciaa* I'lrtt an wton. 
 
 MiriH vaabMM a** tw««* aaaltoaal aarwitaobto mt* aivara iwto aa* bMaaaa iIm* 
 Mr k. *aaba4 mn^ tm* UmM .aMr aad «.aa A .aMtoJ snwwtob al WtoMa? 
 h •Mt V«m pual kbcka, • tmr. t%.m 
 
 La VIda Corsets 
 
 Extraordtnary Undanvcar Valaca 
 
 •to*a* f.rm ■tna Hirhaitoa 
 
 rtbW4 i>«4>H«ata ibM ar* tb* ■ 
 
 ClWtoa ar tba *a*U* i7j» 
 >OTm.afl>totobar* pica ag— 
 
 Travelfna Accc s sotte s 
 
 Hs vuti >m.i« iL«r t^ J., 1,^,, ,,p,^aw a»aaa to )«ai • fa* 
 w wi ti * ¥*■ ••« *'*'*ii «>va( at-f •in «w 
 htogl^ OW tnto* 
 
 •ato. bb««v JMM .4 ---46-' 
 •a« a ■»• Mt •! CT-:^Xr J 
 
 fto« (■■•'•• lbha>if*. ranVF kM4 (trnm 
 
 If n««W« Ifaiait. wNb ba*«r i-am-r 
 ••raaa, MMto !• to M toefeaa 
 
 Specimen No. 28. 
 
 proper reconstruction will save half, and it will be discovered, undoubtedly, that ninety per cent, 
 of this interesting collection will bear cutting down and the addition of illustrative ideas. 
 
 In specimen No. 24, I have reproduced a very good shoe ad., but a careful inspection of the 
 re-written effort, directly underneath, will show how the original may be shortened and made even 
 
 PREPARATION OF RETAIL AND LOCAL ADVERTISING 
 
 79 
 
 TKM CHICAOO StWDAT TRIBtW¥i JUWE a. 1904. 
 
 Mt*^. i*»** llr*M 
 
 A 
 
 wrciAt. 
 
 ^A 
 
 m^U-tllm^ 
 
 
 t^^mm 
 
 mmm 
 
 fnv *•'* •• *^ r««a*i 
 
 w*m—- 
 
 iwm. 
 
 MMkft 
 
 *-r »^A»/tf 
 
 tm^td m 1 
 
 **<■• 
 
 •*' ^•" 
 
 "•'" *" li 
 
 Jierby Day millinery 
 
 The new 
 jlltce Roosevelt kat 
 
 rHF tkMittt «a(/ wf/ 
 /ksrmimf modtit cf ike 
 
 /ortk fur Of^r Par- M»1Y 
 fgcimir.-* Mtylrt art tmtre- 
 dufe^ for tkii rrrml—^i ttmrti fmt 
 Md»p*ati9mt cf /•■ami f^rtrmtU. 
 n* Ahf JTiwtraf* f*»* 
 
 ««-r«Vi/ l»rt, »i.-l • «v' **>* 
 ftr m ^ fd* rt»:tfr tf fUrtf 
 
 Ur»^i, ttrwmt^ tttr^. §3 tmJ U. 
 
 Chic veils and neck^vear 
 
 COKRECT veilf ror D«fhy Dby— Chitiiilljf lic«. chiffon 
 ■nd 1 wide vanetv ol nets in new colon >nd dctigna 
 
 calora and daaifaa. 29*. 
 
 Special ibowinf o£ the 
 
 new Fasso corset models 
 
 Tktr^ if«^. Stmit $tr»A 
 
 New effects in linen suitings 
 
 NEW fancy weavet in Itnen* for thirtwaret »uit»— all the 
 cor>Ve»t. •mirtent colon, while, onbleachrd and natural 
 linen khades. net. voile, bourelte and cr»*h eflecl*. Firmly 
 woven. It Iaiinder4 pcrfefily. open-me«:hed; il i* one ol ibe 
 most popuUr summer lahrtri. at. per "yard. 15*. 
 
 Pr.aM4 In.* wm» ttf*' «•••• m« a-«Kl«» •• <H««» *mt m-t^ 
 ••*•»< aMl riueHt *-ua<t« ■■■ ■»•»* had vaU-roiDwd •! ^^A 
 |»tn kM «MM l>M.n •^■-•c «*Mll* •< ^ *•* «^-. •>• X J ▼ 
 
 ■«*-t ••( «^ -■>.•• B*ttn<f*a taan !••>* r*l>r.K B*-f'M aai 
 
 Annual sale of ribbons 
 
 An offering of unparalleled values 
 
 /..„ ir»e. Aax ./-.*t 
 
 THE ribbon sale opens its second week wtth added at- 
 tractmns. Frenh shipmenu hare been plated on saic 
 —the choicest weaves* at strikingly low pno^s. 
 
 Ipwal *%»—!, tw^*t»mi >•■>•> nw»» »t i«W» •• la*. *»« 
 Mfaw ttteaw all »lh. t^cb Mhot u*w% •»>#• aX biatk. lO* 
 
 Itk plars aad tan«v laHeia nbbo*, \% iikeh»«, ai 9*. 
 
 19c fcfl' n>>''<'V taffrta nbbea. tH n . arwral pattrrnt. 19*. 
 Uc laary aat.n iafl<-ia nbbes. &H lacbra. U«-si -•av«». 29* 
 19c tmportad black US'U nbbo^ IM »■., aod feank. 29«. 
 
 Mc naporir4 WacJi ia««U nbbM. 9 mchc*, kxh luiiaf . 30*. 
 ftOc imTMnftl blvh iillMa nbbon. 5H mchet *>dc. ai 99* 
 Wc !»«p» ^!^boB. latMi patietnt. weawa aad colort, ai 39*. 
 
 BBt •■rluitv* ltaa«:tr aad laacjr ribboat, lart* aaaoiim^vt. ai 43*. 
 N7««itT aatt ribboB9,7H tsclwa •las 'S ach ta.lvia. 79*. 
 
 \7r. ipoot al all Mib No. 1 babv nbbon. ■:! colftr*. at 7*. 
 
 Fancy leather wrist bags 
 
 /•TM /are, itmH H 
 
 FRENCH (Bade b«ga* bigfa colon; fancy fran-metaJ and 
 jcwcVed frames — Derby T)ay novelties— be h» to match, 
 new style harness buckle, at «.»0. 9. 90. 7 90. and «.Ni 
 
 Ansa bafa. walma of a*al fr^n Inrlwr. ir-ib c%aiD taa4tr. 29*. 
 
 Clearance sale of tailored suits 
 
 Costumes for 
 Derby Day reduced 
 
 THH entire stock of co^tames and kbiu is tacladed la 
 thii late BeautiittI creatiofts m alks. voiles, crepet. 
 chiffon*, nctf and laces in the most popolar colors all 
 
 elabocaiely tnmtned i—m^0^.tmm-mmf 
 
 $25 
 
 $35 
 
 $50 
 
 $65 
 
 $75 
 
 $100 
 
 *>(« rw M/ Mm nmf, tkmt^tm #Maa« 
 
 Price reductsoot 
 
 ia raiti 
 
 B»Srial— » r^si ta« el *«i«mi-i raaaboat a»4 ims lai«ta 
 aaili at aaUaaf^toM? pcica n4«xinM, ma4a «f votWi. toiSM* •. 
 a».liat«. chavtoW ■•< ««»m^ i««»»utoi naMtia:*— na«v •k tkMi aai . 
 Ium4. worth Iroai SrS o «M. |>n(«« at 19.79 m4 IS.TS. 
 
 Jto 
 
 Skirt tad coat dcmnacc 
 
 ■•J 'f) rs />M^ *f4wr «a^(«t^ rB*<*M« >Svn, T* 
 aw « 'ifr r««/r. ^««y..'a/A a^ /Mary f^ri r»ait Hfi 
 
 Sim Mtf »M/ rf«Mi /^ niB^r* wo**. 91 10 9* 
 S 10 asd f 10 «>«rn €«••« al 3.99. Il^ aa^ H? 
 •Mta al 4-79. S^k or bnll«bitM aktnvaiat »u>U. 7.30. 
 
 Smart footw^ear styles for the Derby 
 
 ■'HE most tomptete showing ol smart summer footwear ftw Derby Day. Mary no*. 
 ' clttet exdosive al Vandcl's. Dluchcr. Gibson aad nbbon ttes. r*** /»•. i«» «>m 
 
 K** toaSw W t^«B>aa> aiMn nMWi aai ii>t » » btawa — i »<> as w an. 
 mnilllT Wmwas pataat l>aiS»i.p>t>M k.J aM %l'. k.4 omlaid*. R ■■« tiO ««la»a. l.*9 a»4 I.2S. 
 
 Trefousse kid gloves for 
 the Derby 
 
 TpREFOUSSE bid (lovssi fault- 
 ^ kM in fit. toft thin and pli- 
 able, in the tTM>«t delicate shades 
 —the perfect finish for a baadsome 
 Derby Day costamc. 
 
 T _,j- TilTr— IT jTn — --■-■" 
 ■■•>■ TmImim iM t-Mtm. m •«• aai ». 
 U>m*a « teM-tobda ailfe Isaa toitta, 
 «iaoi> )««(th. I.U ta •« KarOTf 
 «aabi« r<ppa4 ailk gtvaaa. Kk 10 1 90. 
 Maa'a ailk flffvn. wkila or mw. 
 
 Kar*** naka. at. pat pair. I 10 bB4 fl. 
 Baaciaent] Wont*'* Into cl"***. is 
 
 black, whiw as4 cel«ra. £k aa4 19*. 
 
 Annual remnant sale c/ silks 
 
 Prices one-third to one-half fonner quotations'^ 
 
 THE iSk Kle lr.raj:araied teat Taesrfay «li the moat ramarkabte o( the year. This 
 faot H dne to the vast scale op wtiitJh it was offsnertd. the an prscedentodl jr low 
 fncms Om hifh qasiity of ths siUts aad the enormous crowd of pan^iasera f^m»mm. 
 
 JShm 
 
 fWaMObl #»« 
 
 
 el tba a>lk asr* 
 
 "•- EwTPi« 
 
 ■•wfida 
 
 r t*«it» 
 
 rar^a. 
 
 ■ tiw1aaa4. 
 
 TW pn 
 
 e«a an- ta wt 
 
 •1 
 
 ptopnWT-a to t 
 
 h. ««l»a «t iba 
 
 •lib* 
 
 hai l-wf 
 
 •OU14 
 
 »«f.ta 
 
 M* 
 
 e«*«L. 
 
 ] -g^ '?fH"°» 
 
 lo 
 
 a»BJwy i*wt» 
 
 uWas -^ ao. 
 
 «ataM. 
 
 h»<l bav 
 
 »^ 1**""^ 
 
 
 • so (llki • fc» • » ••Ik. I"" •"••"• 
 
 1» . 
 
 lis Mtk. , 
 
 10 iiiv. QS* «»•■>« 75 »•« """Aj '"•■"•JO ioo..:MZn 
 
 W.Jk.^*'* U»»lk.**' I«..lk.~*' IMulk,"*' «S<«lk.*'»' 
 
 S.I 
 
 In order to tottain fb« llrtWBt mi the mIc w« hive included many «*■ wt pre- 
 noatly ibown. There ore boMre^ o< *e«fth. (rom »» to I'P >ar<i\ laftctent loe lull latti 
 The pocee have bcea i«.H«d Wt4 BuSe-c.cn lover tKio those which we quoted Utt woek. 
 ,t AU Mlk r«aMM« « Mi, 15. m4 .1 lew.* ortw will t.. lou.J A Iti. b.wi»i.M ..Ik ■.ct.... 
 
 Sunshades and parasols 
 
 in Derby frcca 
 
 /^ORRECT coachtac parmsata 
 ^-^ snd taoshades ac« displayed 
 m a bewildennc vanety. The latstt 
 cflects >n the new fiwea. vhtch is 
 the correct color lor cht Derby. 
 Irooi }.90toH. Otbafi op to IM. 
 
 SpSMkl- H<w«T-<~flkl laSats 
 ai!k caarfeiaf p«-a»Di*. kan- 
 sutcluid bai4*T «l L^radaa lai- 
 
 !.»«». boaM i.p^ 0*D\j 
 naiufl »o«4 kaaaia*. *'••'*' 
 
 . Ckta* ailk ivmasto. is 
 
 I>(hi aai *ark. plaia vmt tnwmai. 79*. 
 
 All Orie nt al rugs in ouf 
 
 magnificent stock. — 
 
 the choicest »pccimen» 
 
 from Turkey. Peraia 
 
 and India — 
 
 at radically reduced pricei 
 
 Special sale of shirtwaist suits, ♦S 
 
 TTie new handkerchief linen waists. 3.50 
 
 E have bought se.enl thogtand s^iftwant lutts. m lawn and pniE- 
 ham. In a numbef o( attractive iVilcv Irom a manolacterer who 
 lound It nece^ary u> dapocc ol Ibem at a low— powlively worth 4.iO 
 and 6. US — but rtKlacrd to tS. n^^atm. jm. .mm 
 
 W^ 
 
 /^TTJ' 
 
 Wabw ■(«•*» |*^MM -:». •«< vMb ^c H.«*»-r,S»* iiaM •»>«, im)* m ^A 
 
 tf, M Mta Mm M^ b»>a u4 M*r w? ■"«••« i*<M cau ■«• »toi>a« taba ai J.WV 
 
 iBportast al« ^ ncfflic«c« a»d houac foww 
 
 Clearance bale o( the finest dtmtty snd Uwn negltcee^ kimonos 
 sad honse gownv made in the latest tashioo and tnmiaed with laca. 
 fancy braid and ribbon, at half regular pncet. 
 
 n AfMf trwm, 0t$l 9S Ami/ /#»W mt i f9 tK Awty vrrmfftri, t.$Sf 
 
 ■ « i»MW #«*«i. t U. •< SMi-r»ah«. JPi 
 
 aiima- »a«n* -ooivn M^* al tert r«-r«ta •• bm- tiar* leawa a' ••* 
 
 Black goods specially priced 
 
 REDUCTION sate ol hish-grmda eadMi*« b4sck ik«ss 
 (oods — extreme Pans novctttcs; odd lotv hall p i s cas 
 ar>d dress patterns of nik and wool crrpca. eolMones. p**- 
 sdtncs. votlps. aiMl other lastcrUla, 1 90 to 11 «aJocs at 91. 
 
 BsseMrnt; All-wool vaOaa, *S wrhas, cetort. crab* — i kUck. 30*. 
 
 Tan lace lisle stockings. 50* 
 
 LL the new shadcsofunaodchampipK. in silk andltste 
 thread hosury: embrwdervd. Uce openwarkor pnrtrd. 
 oa) lot ol taa lace hosiery. (uU Uc« or laca aaUs, SO^ 
 
 n •* 1 as wto KlMMatati ai •••. 
 
 * Isat black, aapaual varaa. I.IO 
 
 Till 
 a 
 
 notion sale of great importance 
 
 to dressmakers caid home seamstresses 
 
 " spectal offer* qufted below are selected Irpm a vast stf>cW. ['ntcs in many instances 
 e no more than wholesale. Qaick scmce and easy selection is assured. f^' /— 
 iM.Ti w-afc-a a-toa. hwN bdaa.pariaa. I H ■«• ««ktv A 
 
 tm-r* 
 >t«-r* ■ 
 
 _ *H M ^cbn. sa- 
 
 lt*. rttaJa H« I iat.. *t. p«. St. Ha I. fi. 1 1*. 
 Na ». 4aa- iaS;S*. IM Na 4a l*«. 
 
 hbd m aMto an fnmn, ipwtol a< r*- 
 mim niisa. aU — *to«a pat apaai al^. 
 
 t^M a>a« toll too ««n tpaiUt aa^at IV* 
 ■r iilwil alpMi ihin bnii. Vfi fttcm. aa, •• 
 iMMi •kUn* * l«lt v«k kaaa »a»aaraar». S*. 
 lisc* ■*«T^ica4 wd* MMMTMn >» n*M*. **- 
 
 • pat fca«* wpparMn han atact^ >• calan I S* 
 
 aaia.t 
 
 •iH*i M'k. S»*. 
 
 Clearance sale c/ laces, silk chiffons and 
 robes for the Derby 
 
 THOUSANDS of yards of V«nt«e appliqoes. medallions snd bsnds. ia white, cream 
 and two-toned eflects; also beasnlul Uce sad bsttfts combiosticos Al pnces thai 
 f jngr (rom one-third to one half the intrinsic valoe of the goods. The best pstterna o( 
 the season st pnces which set a new standard. /w« #— , i^ .«— t 
 
 Lotl-30t Uh»-4S« LoiS-SB* U« 4-I.2S U* 9-2.96 
 
 ««ia as « aoa "p"* -» •• «■ . •-* •» - St •«• a» «• •«* •» '• « 
 
 Special aale af ^iflon. all nlk. iotit>l« wiiik. is bUck. craan. ^A* 
 «kiu aad itoaity all tolofs — aacaeitoaal rshsa aU pa« rari. **^^ 
 Kobes for the Derby (fob» toom. ftft *w> A tlasfsfioa ol ibc ftassi ssi »o»t AasirsMa 
 to<* a>»* rlaboratrt* rtntwokdaraJ Im«b robaa al (raai cOBcaasiossjn pnee- 
 
 >aMOa*to(S.sa SUtaaaiBM* 
 
 . iPKialStS. liBaaMwn 
 
 •vrr-nMh** !■> Datbr Oar ■ 
 
 5IIHU! 
 
 Annual sterling 
 silver sale 
 
 THE J«M «il*«wi« sato aoT. 
 pa*»*i all aatirioatxMS. 
 Soto* li»aa *«va a»li o«t coeipl*!*- 
 ly. OlNriS. fccw«w». bav* ht»a 
 a4d«4, aai iba aiaoilawat saw 
 cqitalt (bai ot last weak- 
 
 kMit lai&MrtMsjs 
 
 *• nn% bHT M Ml mS tIS. 
 atoM>«i>« %^ Ma taii (taM 
 aSr ou*. •! Mm aeo •■ •»»«. 
 
 505? 33X% 25% 
 
 Discount sale of rare artware 
 cut glass, clocks and china ^ 
 
 50% •■ -^ ••■ 
 
 5«*r»t I 
 
 ttfaa sad bwaii 
 . RcT*) D«ul- 
 iral Crn»« Detbr, 
 Coalpeat. Wadfwooa. ate 
 
 •*'*</ "y o* Roy si 
 
 •'•'/l/c' \>aaa 'aaaa. 
 i\orT ■■aiaturam. L(w'>eva 
 •nan**!. ctci>*ova«, Eaftiifc 
 aatTica ptaie*. bo«i!loa aMa 
 
 15%^ 
 
 off Hswtfsad 
 
 tbisa aad a:' a»as 
 a<«ck d«To*BirA ai«B*t«aia 
 fnanrrat. rw<!- at mi*. rknit 
 ^tt»r%. l>i**aaa ck.na. alt. 
 
 ^'tMial a/t e*aa«. 
 fttk and fatti* art*. Rn»al 
 V I* a a a aarviM ptaua. 
 plaqaaa. pottrn>. ale 
 'V\^ oCrickcwtfUaa. 
 ^1^ /O Maitwooi laapa* 
 latiiaiafat aad paaatula. platad i 
 ■lattnc IsMpa. ••?■ ssd Aaaitcka. ceckM aod ffaO* 
 MStbla pa4asts)a. ate 
 
 10% 
 
 t katik*. aJw 
 
 Half price sale of fine lace curtains 
 
 T 
 
 HE hca*y selling of Uce curtains Ust month left manv odd lou and 
 ate to be discoonnacd— alt are to be dosed oot at hsU poce. 
 
 some patterns that 
 ■#w.ii lars. 
 
 Furs 
 
 lU^td aW inturtd. R*p^n aw/a l> t»m/90^ttw mttA tig . 
 
 Sjieelmeii No. 29. 
 
 Stronger. Of course, the re-written ad. occupies a little more actual space in larger type — 12 point 
 Old Style — but by counting the words the "boiling down" will be noted. 
 
 Practice like this, even though it is not an improvement, is what is necessary, and the Cyclo- 
 pedia in the back of this book can be drawn on for material and data. 
 
4* Introductions. 4» 
 
 A Little "Hot Air" So Called, Judiciously Introduced 
 
 Before Getting Down to the Real Business 
 
 Facts, Stimulates Interest. 
 
 The value of the introduction feature in a large department store ad. — or most any ad. of size, 
 for that matter — is unquestioned, providing it does not extend throughout the whole effort. 
 
 A good introduction in a large retail ad. is indispensable, because it is a sort of declaration of 
 principles, and generalizes pleasantly on the strong features of the event. The ad. writer, how- 
 ever, should not depend on the introductory features at the expense of the news, facts and 
 money-saving proposition. 
 
 The small ad. of say five or six inches single column should not as a rule devote more than 
 about two inches to introduction — then give the facts. 
 
 The following pages will furnish good study, and while of course they can be modified or 
 copied with slight changes to suit the occasion, yet it is best to catch the drift and originate some- 
 thing new. Practice writing introductions until you are expert in it. 
 
 Other stores and manufacturers wonder how we can make 
 such an offering as fills our counters this week. 
 
 Trade experts can analyze this Sale as our public can not. 
 They realize that everything we offer is fine, perfect, staple 
 goods, that there is no real trade reason for reducing the 
 prices, and are amazed that we have succeeded in presenting 
 such an offering for this annual event with trade conditions so 
 much against us. 
 
 New fashionable fabrics and furnishings at prices that com- 
 pare favorably with what you would have to pay for out of 
 date, shopworn goods and bankrupt stock. 
 
 Give us a chance to show you what a little money can 
 do. Its purchasing possibilities in our store will surprise you. 
 The prices we quote are only a few among many equally low. 
 Remember that satisfaction goes with every purchase or sale. 
 Put us to the test 
 
 We don't believe in cutting prices and we don't have to 
 cut ours. We make them right at the start, and this makes 
 the goods move. If any line shows inclination to stay 
 with us — something that very rarely happens — we know 
 that the price is not to blame, and that the goods must go. 
 When this decision is reached it is not a matter of price cut- 
 ting, but of price obliteration. Cost is not considered in the 
 matter at all. We simply wipe out old prices, and make 
 new ones that will compel the goods to start. 
 
 A glove on the hand is worth two in the box. This is 
 peculiarly applicable to these gloves for women. Put the 
 glove on and you can tell the value at once. Never mind 
 who made them. The light weight kid is soft and pliable, 
 insuring a good, comfortable fit. 
 
 80 
 
 Our long experience ought to count for something. We 
 have made a careful study of the wants and wishes of our 
 patrons, and believe that we can satisfy every taste and meet 
 every requirement. Wc have always succeeded in pleasing 
 our customers, and are better prepared than ever before to 
 give them perfect satisfaction. If you have never traded with 
 us give us a call. We believe we can suit you too. 
 
 Our competitors look and wonder and do not know what 
 to think of it, as it is a known fact to them that we sell our 
 goods as cheap as they can buy them. 
 
 If you find anything wrong about the goods you purchase 
 from us bring them back without a moment's hesitation, you 
 will find us more eager to meet mistakes than you are to dis- 
 cern them. Satisfaction every time or no sale. 
 
 Annual November Book Sale. — An event brimful of 
 interest to book lovers. Anticipate your Christmas wants 
 and save. For a number of years, it's been our custom to 
 conduct a book sale. This year we're better prepared than 
 ever before to furnish books to meet almost every requirement 
 at most liberal price concessions. We have a broader, more 
 comprehensive book stock than ever before. 
 
 Eye strain is conducive to many diseases of the all- 
 important organ ; nay, even acts detrimental to the other 
 parts of the body. How important then it is that your 
 glasses are fitted perfectly. It has been our specialty for 
 thirty years. 
 
 Have you any use for a good chopping axe ? If so, 
 here's the place you can get the best that are made. AH 
 kinds, single or double britted. 
 
 INTRODUCTIONS. 
 
 81 
 
 If you want to save money, you can't afford to miss 
 the opportunities ofi^ered at our sale. If you need the goods 
 or are likely to need them during the next year, you will 
 make big interest on your money by buying more. 
 
 Before you send your money to the mail order houses 
 give us a chance to show you what we can do. We believe 
 we can give you better satisfaction than you can get if you 
 trade with strangers ; we are sure we can give you better 
 value for your money. 
 
 Not the cheapest, but the best, is the motto of this store, 
 and we aim to live up to it. You will find no cheap trash 
 here, but we sell reliable goods at wonderfully low prices. 
 No one handles. 
 
 We have no get rich schemes to offer you. We are 
 not running a gift enterprise and we give you no chances in 
 a lottery. But we are selling reliable goods — goods that you 
 need every day, at prices that will save you money on every 
 article you buy. 
 
 For some to buy Christmas gifts ? Not a bit of it. Now 
 it just the time to make your selections before the prettiest 
 things are gone. Everything is fresh and bright now and 
 nothing has been injured in the slightest degree by handling. 
 Another advantage of buying early is that you avoid the 
 crush and compression usually inseparable from holiday 
 buying. 
 
 A boy's physical development depends a good deal on 
 the kind of clothing he wears. It should be all wool to 
 ward off rheumatism ; perfectly cut and fitted to give his 
 limbs free play and make him grow up straight ; of a thick- 
 ness suited to the temperature to keep away colds. 
 
 We don't want to spend much time in praising our 
 goods. We want you to come and see them and form 
 your own opinion. We feel sure you will be perfectly 
 satisfied with both the quality and the price. 
 
 Sneezing yet ? Well, you will be shortly if you are 
 not now. Remedy ? our men's medium weight under- 
 wear. Of course it isn't safe to risk thin underwear these 
 days, too many sudden changes in the weather. 
 
 Ferns, as graceful decorations as nature ever produced ; 
 and palms of all sizes, from tall, stately fellows to wee 
 but ambitious ones. Such is my special offering this week. 
 Specially fine specimens specially low priced. 
 
 A good set of teeth gives expression to the mouth. Per- 
 haps you need a set, but dread having old teeth extracted. 
 Our new botanical discovery applied to the gums prevents 
 any pain whatever. Will extract your teeth in the morning 
 and have the new set ready at night. They will fit or you 
 need not take them. 
 
 Did it ever occur to you that there must be a reason why 
 so many people recommend our health and accident policies. 
 It's this way. We pay all claims promptly and without any 
 fiiss. Call at our office and get list of 5 3 claims paid within 
 the month. 
 
 Cheaper than rent ! Yes, cheaper than rent is our plan 
 of building or buying a home for you. Besides you can 
 build just to suit yourself. If you own a lot we require 20 
 per cent, down, and if we buy a lot and build for you we 
 require 2 5 per cent. down. In either case balance at the 
 rate of $8.00 monthly for each thousand dollars wc invest 
 for you, and in a few years jou own your own house and 
 the landlord does not. Don't that beat paying rent ? Come 
 and talk. 
 
 One thousand boys wanted to put their feet into one thous- 
 and pairs of our boys' fall and winter shoes. Good boys or 
 bad boys — either will do. Neither are we particular about 
 the size, for we have all sizes. We have the shoes to please 
 the boys, and to please pa who settles the bill. 
 
 Furs for Fashionable Folks — not a single piece of any kind 
 did we carry over from last season. No '• moth ball" odor 
 in this fur department of ours. Absolutely new, fresh, clean, 
 stylish and beautiful pieces is the only sort that can gain 
 admission here. The gathering as it is has entailed much 
 thought, worry and extensive work. Every garment is made 
 from the most carefully selected skins. No seconds arc con- 
 sidered when we go out in the fur hunt. You should be 
 just as carefiil when you go out to buy. It is hard to tell 
 sometimes what kind of affelt is back of the fur. You have 
 to depend largely upon the veracity of the merchant. You 
 will hear the truth, the whole truth and nothing but the truth 
 when he talks to you. 
 
 Just because most folks look down on it, a small boy's 
 hat is about the most important part of his get up. Instead 
 of the time-worn styles everyone knows by heart, wc pick 
 out the best straws and shapes and have them trimmed in 
 designs of our own selection — that's how we've so many un- 
 usual and pretty things among the Jack Tar straws, doth 
 tans and automobile caps we're showing boys this spring. 
 For with hats, as with furnishings and shoes, only the best is 
 fit to put alongside our high-class boys' clothing. 
 
 Our fiirniture buver is a most particular man when it 
 comes to suiting him on the mattress question. We don't 
 know how many scores of sample mattresses have been sub- 
 mitted to our inspection and discarded as not up to the mark. 
 Sure it is that a mattress must be well made and above all 
 stuffed with a sanitary filling before it is accepted as fit for our 
 customers. If you rip open the mattress on which you are 
 sleeping you may find some puzzling stock inside — but here 
 you will know just what you are buying for the knife goes in 
 the seam and the customer is made thoroughly aware of the 
 contents. 
 
82 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 Don't bite off wire with your teeth, pull up tacks with a 
 table knife, open fruit cans with a screw driver, split wood 
 with a butcher knife, sharpen your knife on a crock or borrow 
 your neighbor's shovel or spade. Last but not least don't 
 lose sight of the fact that we carry in stock every conceivable 
 kind of tools that are used in the kitchen, shop, field or 
 garden. Why delay your visit to the store ? Good bar- 
 gains await your coming, and you will find them here when- 
 ever you come. But some of the best may be gone before 
 you get here if you linger too long. 
 
 What would Thanksgiving be without a turkey ? and 
 what would the best turkey be without our cranberry sauce ? 
 \^'e can supply you the turkey — a partly Thanksgiving bird — 
 if you send in your order in time, but don't delay or you may 
 be too late. We don't furnish the sauce but we can supply 
 the materials — genuine Cape Cod cranberries and the best 
 refined sugar. We have lots of things too that you will want 
 for the Thanksgiving feast. 
 
 Annual Thanksgiving Offering — Splendid preparations 
 have been made for our Thanksgiving sales — our buyers for 
 months have been looking ahead to this period and their pur- 
 chases of high grade dependable merchandise have been very 
 extensive. Great saving opportunities are offered shoppers 
 owing to shrewd buying and an accurate judgment of the 
 people's needs. 
 
 If you buy an article here and find it in any way unsatis- 
 factory bring it back and get your money. Don't want 
 your money unless you are satisfied and you have your 
 money's worth. This is not sentiment — it's business. It 
 pays us to treat you right. 
 
 Fall clothes for men arriving — coming in fast — yes, and 
 going out too, for already a good many men have liked the 
 new styles so well that they have bought their autumn suit. 
 
 TTie make room season is again here. Our fall line is 
 beginning to arrive. The heavy suits and overcoats take up 
 much space. We have to make this space now. We have 
 quite a few single suits of lots of summer and medium weight 
 left. These we must clear out regardless of the season's sell- 
 ing price. 
 
 We wish to emphasize an advantageous feature which 
 marks our peculiar selling organization. It is nothing more 
 or less than the agreeable manner in which our salespeople 
 wait upon a customer. Giving the smallest transaction 
 the same careful attention and interest given a purchase reach- 
 ing into the hundreds. This plan, which is carried out all 
 over the house, greatly enhances the pleasure of shopping. 
 
 It seemed that people were just waiting for such a store 
 as ours, where they could find everything good to eat offered 
 so attractively and so reasonably as to make purchasing a 
 pleasure rather than a monotonous duty. 
 
 From the very beginning of our business wc have laid 
 great stress on courtesy to our customers. We did this simply 
 because it was right and their due, but the result has been a 
 phenomenal increase of trade. It seems that our people 
 appreciate being treated with politeness, and have rewarded 
 us far more than we ever expected possible. We do not 
 deserve much credit for being nice to our customers for it 
 seems we have the very best class of trade that any store in 
 the city ever had, and being nice to nice people is indeed easy. 
 
 It is more profitable to retain an old customer than to 
 look for a new one. If your treatment at our hands is not 
 perfectly satisfactory, let us know and we will correct it. If 
 it is satisfactory, give us the pleasure of serving you again. 
 
 The mill end sale is swinging along like a great Ocean 
 liner on a record breaking voyage. Previous records began 
 to go the first thing on the first day. There were more 
 people here, they bought more, they were better satisfied. No 
 sale of the past can show such a record. 
 
 We try to make friends with our customers. Transient 
 trade is all right, we want that, but steady custom is the foun- 
 dation of business; that is what we are working tor — the year 
 round trade. We are making prices that will attract you and 
 we guarantee a treatment that will hold you. 
 
 Housefurnishings by mail. We would like to see every 
 one of our customers face to face. But it is not always 
 possible. The next best thing is to shake hands with them 
 through the mail bag. We have taken great pains to so 
 arrange our mail order department that correspondence shall 
 be very prompt, very accurate and very plain. The illus- 
 trations and samples we send are exact. The descriptions 
 are definite and in no case overdrawn. If you will just 
 drop us a hint of what you need, or what you may need, 
 we will do all the work and take just as much pains as — 
 yes, a little more pains than if you were visiting us in person. 
 
 Are you ready for business correspondence ? We've 
 been busy all summer making tons of paper and millions 
 of envelopes. The kinds business men need for their letters. 
 Good stationery is a help to business in convenience and as 
 an advertisement. 
 
 Preaching the Practical — Our ads. are our business ser- 
 mons. Through them we preach the principles of practical 
 economy. The world is made up mainly of practical 
 people. People who have a just regard for the value of a 
 dollar and its purchasing power. Money honestly and 
 economically spent is money satisfactorily spent. As exam- 
 ple is better than precept, so is practice better than preaching. 
 Read what this store preaches and profit by what it prac- 
 tices. 
 
 A happy thought for a jewelry introduction — " Happy 
 is the bride that the sun bursts on." 
 
 INTRODUCTIONS. 
 
 83 
 
 It is never any trouble to show goods. We realize that 
 you are not going to buy certainly unless you see the goods, 
 not hesitate at any time to let it be known what you are 
 looking for and we'll get it if we do not have it on hand. 
 
 We make no bones about giving you credit. It's free to 
 everybody. We sell clothing on credit because we found 
 that thousands like to buy in that way. You're welcome, 
 too. 
 
 Dress well on easy terms by means of our simple credit 
 system. You have no objectionable questions or inquiries to 
 meet. You receive the same courteous treatment as though 
 you were a cash customer. Our prices are lower than those 
 the ordinary tailor is forced to ask you, because our clothing 
 business is on such a gigantic scale that we can produce a 
 perfect fitting, best quality suit at a much lower cost than 
 that charged by the tailor who sells only, say, one dozen suits 
 a week. 
 
 We shall not devise systems to ensure honest goods and 
 then forget to deal honestly with words in advertising them. 
 No juggling here ; everything is marked in plain figures. 
 
 It is to those who have shuffled ofF their mortal coil of 
 single blessedness that we address ourselves to-day. It is to 
 their sense of the economical, their appreciation of the ele- 
 gant and good things in housefurnishings that we wish to 
 appeal. We know that we are in a position to help you 
 materially on the economical side, and a casual glimpse into 
 our great store, filled to its utmost capacity with good equip- 
 ment for your new home, will convince you that we pos- 
 sess the elegant and substantial things. Young man, if 
 you've just been married, or are just about to be, come in 
 and look around a bit. Bring the girl with you, for it's a 
 ten to one shot that she's a better idea of what's wanted in 
 the newly made nest than you have — and any way what's 
 to be bought. Bring her in, we say, and let some of our 
 salespeople go through the building and show you how 
 cheaply a house can be furnished throughout from this store. 
 
 A difference with a distinction — when a man gets the 
 best of a bargain the world laughs with him, but when the 
 bargain gets the best of it the world laughs at him. 
 
 Many bargains are not mentioned in print. Just as the 
 pages of a newspaper cannot possibly chronicle all the inter- 
 esting news of the day, so our daily news can never give 
 you more than an imperfect idea of the bargains our store 
 affords. 
 
 We have perfect confidence in our new goods and 
 believe they will bear the most rigid inspection. We have 
 much pleasure therefore in asking you to examine them care- 
 fully, for we are assured they will stand the test with regard 
 to both style and quality and there is no need of mentioning 
 the prices. They speak for themselves. 
 
 We don't talk much about our goods ; we don't have 
 to — they speak for themselves. All they want is a chance. 
 Come and see them and compare quality and prices with any 
 of the much vaunted goods offered you elsewhere. 
 
 Everything fi-esh and good — everything neat and clean. 
 Fair prices, courteous attention, prompt delivery. These arc 
 the leading characteristics of every department in our store. 
 
 Everything the market afi"ords that is worth having can 
 found here at its proper season. We are always up to the 
 minute in getting seasonable goods, and sometimes we are 
 able to force the market a little. 
 
 When you buy anything of us — no matter whether it is 
 big or little — you may rest assured that it will be delivered at 
 the time promised. We are proud of our reputation for 
 promptness, and our delivery system is as near perfection as 
 possible. 
 
 We make a specialty of showing the new styles first — 
 you have heard that from your neighbors — and if you doubt 
 it, satisfy yourself by calling. 
 
 Everything in fine fettle — we're ready — yes, splendidly 
 ready — with one of the grandest expositions of bright new 
 merchandise it has ever been our pleasure to announce, and 
 we extend you an invitation to attend our annual fall opening 
 in our new store. You will find us prepared to fit you out 
 from top to toe with the most beautiful creations of the mas- 
 ter minds of the world of fashion. European ingenuity and 
 American skill have combined to make this an event that will 
 long be remembered by our city folk and the lessons in econ- 
 omy which we shall teach here during the coming week will 
 be both pleasing and convincing. You'll come, of course 
 you'll come — and marvel at the immensity of the display 
 made possible by our far reaching influence on both sides of 
 the Atlantic, and not the least important feature of this great 
 fiinction is our invariable policy of selling on a margin of 
 profit or close to cost to prove that shopping here is always 
 profitable. We have a lot of odds and ends that we are tired 
 of seeing around and they take up room that we need for new 
 goods. We have marked them at prices that we think will 
 make you glad to take them out of our way. Remember that 
 they are not old, shop-worn goods, but broken lots of the 
 lines we are selling every day. Come and see them anyway. 
 Some of our patrons are bound to get bargains, for it is 
 against our rule to carry any stock to another season. 
 
 Friday — Bargain Day — Set apart by us as the greatest 
 money saving day of the week. judging by public appreci- 
 ation of its advantages it promises to be the busiest day of the 
 week. It won't take long before *♦ Bargain Friday " will be 
 synonymous of money saving. 
 
 A Miss-Fit and a Miss-Hit — Miss the fit you Mbs the 
 hit — Miss the Miss. Hit the fit your fit for a hit — make a 
 hit with the Miss. We make the fit. 
 
84 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 These are busy days for Santa Claus. He has to be 
 everywhere at once, peeking around corners to see who are 
 the good girls and boys ; trying to find out what everybody 
 wants, so that he can make everybody happy on Christmas 
 morning. Then he has to come to our store and get every- 
 thing ready to fill the shoes and stockings on Christmas 
 morning. But Santa Claus and everyone else finds us won- 
 derfully helpful in getting things for Christmas. Here are 
 the broadest, choicest stock of holiday goods to be found any- 
 where, a safe, convenient, comfortable store, efficient and 
 couneous salespeople. 
 
 Low prices here don't mean cheap goods — not a bit of 
 it. We use the term "low prices" in the comparative 
 sense only. Some goods are too cheap for us to handle — 
 others too dear - in neither case do you receive proper return 
 for money expended. You can shop here with the full 
 assurance that you are getting one hundred cents worth of 
 value for every dollar spent. 
 
 We put a hat on you — if it doesn't wear well it's a hat 
 on us. 
 
 A good book is always an acceptable present and we 
 have a large number designed expressly for this holiday trade. 
 They represent the highest attainments of the bookmakers* 
 art — and some of them are marvels of cheapness, when their 
 quality is taken into consideration. They cater to all tastes, 
 and if you are in doubt about what you shall give a friend, 
 you will cenainly be able to find something satisfactory 
 among them. 
 
 The beauty of a charge account ! During the holiday 
 season, with its beautiful custom of gift giving, there are 
 added demands on the family purse, and a charge account be- 
 comes not only a convenience but in many instances a 
 necessity. The beauty of it — you can make your purchases 
 and pay for them at your leisure. 
 
 When you buy what's best, you buy but seldom; when 
 you buy what's cheap, you're bu\ing all the time. 
 
 A dining room in Sharaton style offers a beautiful treat- 
 ment where lightness and grace of design are the required 
 features. In the long, low sideboard with its graceful 
 tapering legs, the round dining table, the cabinet for china 
 or glass, with its quaint mullioneJ windows, with chairs all 
 conforming in beautifully selected mahogany relieved by fine 
 lines of inlay. The original feeling in this classical Eng- 
 lish style is adhered to in every line of these reproductions. 
 
 Here's a mine of wonderful values — a bargain mine 
 that will yield up its treasures this week according as you 
 dig more or less deeply. A wave of underpricing has 
 swept over the entire store. Every department is affected. 
 We' ve gone through the entire house and made up a list of 
 specials that will stand without precedent or parallel. 
 
 We want you to frequent our store on your shopping 
 tours. Come in, look around and get suggestions for 
 Christmas. If you find any old, antiquated stuff here, we 
 will give it to you. 
 
 Of course you want to shop in the coolest store in 
 town these sultry days — a store where there is a shady 
 reading room, a dainty restaurant where appetizing dishes 
 are served at moderate prices. The store of summer com- 
 fort and pleasure — that's ours. 
 
 This store is the store for bargains, no matter where you 
 go, from one end of the city to the other. Can't find a 
 place to suit you as well as this good, old reliable grocery, 
 where every article, big or little, is priced so low that it 
 defies all competition. Come here to-morrow and try us. 
 Bring a few dollars and leave an order. Wc save your 
 monev. 
 
 When our store is thronged from morning till late at night 
 with eager customers, it is impossible to give each buyer the 
 prompt attention which we desire to accord to all. Our staff 
 is large and anxious to please, but has its limitations. Patrons 
 who are not compelled to defer their shopping to the 
 last will benefit themselves and confer a favor on us by 
 coming early. 
 
 The wise people who do their Christmas shopping early 
 are becoming more numerous every year, but there are still 
 enough procrastinators to make a rush inevitable at the last. 
 You will save yourself a lot of annoyance and stand a much 
 better chance of being suited by joining the ranks of the early 
 buyers. 
 
 A Ticker that Ticks — What is the use of having a watch 
 if it fails you just when it is important that you know the 
 correct time ? We have dependable watches — the best 
 American and Swiss makes and they keep correct time to the 
 fraction of a second. All styles and kinds of solid and gold 
 filled now ready. We will sell you a high grade watch at 
 as low a price as can be obtained in this or any other 
 city. Wc take pleasure in showing these fine goods to all 
 comers. 
 
 Real Fur Bargains — It is not the lowest prices that tell of 
 the best fur values. A difference of a dollar or so in the price 
 of a garment is not a matter for serious consideration. It is 
 the quality of the skins from which they arc made and the 
 thoroughness of the furriers that made them up that gives the 
 real value. One unqualified guarantee covers all these 
 points — you know our furs are right or they would not 
 be here. 
 
 Fresh meats — by all means fresh — that's what you 
 want. That's what we sell. Our market is fast becom- 
 ing the popular meat market of the city. Drop in and see 
 us. You'll then sec why it is. 
 
 Phrases and Expressions 
 
 A Over 1000 selections which enable the ad. writer to quickly A 
 Ip drasp the ri^ht word or phrase, when the brain is sluddish. v^ 
 
 This list, alphabetically arranged, is just as valuable to the ad. writer as is a dictionary to the 
 purely literary man. Anyone who writes ads. will at times be at a loss to give the proper expres- 
 sions, and this mammoth list will then prove a gold mine. 
 
 You may find it hard to start your introductory pithily — here is your help. 
 
 You may feel the need of a few connecting words that have "the swing" and lead up to the 
 ordinary descriptive matter — these phrases and expressions will put you at ease and smooth out 
 the wrinkles on your forehead. 
 
 Read them over and practice connecting them in whatever work you have in mind. 
 
 A bargain that's a credit to the word. 
 A mighty movement in excellent goods. 
 A timely tip. 
 Attractive exhibits. 
 
 All records broken. 
 Always on the alert. 
 •^ style to fit every fancy. 
 A triumph of worthy goods. 
 A great truth quickly told. 
 Alluring advantages. 
 A winning proposition. 
 A little money goes a great way. 
 A business proposition pure and simple. 
 An old house with new values. 
 A spring freshet of attractiveness, 
 A poor article is no bargain at any price. 
 Anytime is a good time — now is the accepted time. 
 A bargain menu for hungry shoppers. 
 All flow — no ebb. 
 An era of economy. 
 Alive to trade conditions. 
 An investment that pays. 
 A mere promise gets these. 
 An appeal to taste and economy. 
 A vesting investment. 
 A combination of profit. 
 A trial proves the worth. 
 A top notcher for the money. 
 A medley of merit. 
 Always the best for the least money. 
 Always ahead of the line — right up to this evening. 
 A pleased customer pleases us. 
 A trumpet call for bargain seekers. 
 A policy whose alphabet spells success. 
 A revelation in delightful cookery. 
 A full value for an empty pocketbook. 
 Advance styles without advanced prices. 
 A single fact outweighs a thousand claims. 
 Always think before you act — but don't think too long 
 A halo of satisfaction. 
 A money saving triumph. 
 A banquet feast of bargain splendors. 
 A litde higher in price but cheaper in the end. 
 
 A story worth telling. 
 
 All we ask is comparison. 
 
 A busy corner in a busy store. 
 
 A bristling armament of bargains. 
 
 Aggressive methods win. 
 
 A chance for saving. 
 
 An honest word of honest goods. 
 
 A host of incomparable bargains. 
 
 All people who buy want the best. 
 
 Appropriate goods at appropriate prices. 
 
 Another dip in prices. 
 
 Attractions in merchandise. 
 
 A mere suggestion often aids a purchaser. 
 
 A mint of hints. 
 
 A harvest of furniture fancies. 
 
 A few words but they mean everything. 
 
 A masterpiece of wise business forethought. 
 
 Astonishing buying chances. 
 
 A dull thud in prices makes a lively week in our trade. 
 
 An overworked dollar. 
 
 A matchless out-pouring of values. 
 
 A header in headgear. 
 
 A little money well spent, works wonders. 
 
 A soft touch on the contents of your purse. 
 
 A pound of fact is worth an ocean of fancies. 
 
 Admirable array of new goods. 
 
 A specialty with us — not a side issue. 
 
 A prescription for a languishing counter. 
 
 Ardent copiers take the cue. 
 
 A china chance. 
 
 A store full of quick movement. 
 
 As rare as the prices we give them. 
 
 Absolute economies here shown. 
 
 A store where confidence dwells eternal. 
 
 All that's latest — all that's good. 
 
 W 
 
86 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 A little nonsense is like our product — relished by the best 
 
 of men. 
 Admire and study during this opening. 
 A sale of little things. 
 Annual public benefit sale. 
 A quality store. 
 
 A chance that will impress a multitude. 
 A little publicity goes a long way. 
 A goodly collection of correct styles. 
 An impressive sale will be in full swing. 
 A soft feather pillow absorbs the cares of the day. 
 A difference with a distinction. 
 An eye-opening sale begins to-morrow. 
 Alluring arravs. 
 
 A daring cut in prices all along the line. 
 A purchasing chance that few will miss. 
 Advantages that will appeal to any shopper. 
 A flurry in shirt waist prices. 
 Advertising by us is reliable advertising. 
 A palate pleasing variety of eatables. 
 A mine of stirring bargains. 
 At these prices the goods will go quickly. 
 A lesson in price cutting. 
 A price that would please you. 
 Attempts at word painting are now futile. 
 A bunch of prices. 
 
 A patron gained by quality remains one. 
 An irresistible series of specials await you. 
 Accuracy our motto. 
 
 An opportunity worth taking advantage of. 
 A clean sweep with low prices. 
 
 Benefit of bigness. 
 
 Bargain facts. 
 
 Big banner bargains. 
 
 Better times mean better goods. 
 
 Bargain bulletin. 
 
 Bargains — not remnants. 
 
 Big store filled with little prices. 
 
 Broken sets at broken prices. 
 
 Bright goods at bright prices. 
 
 Bigger, brighter, better bargains. 
 
 Beautiful effects from beautiful goods. 
 
 Best made for best trade. 
 
 Better a little more quality and less quantity. 
 
 Beware of shoes where wear is not. 
 
 Because they fit well — they wear well. 
 
 Big prices are on vacation. 
 
 Best goods for best buyers. 
 
 Be in the swim. 
 
 Bring your small change. 
 
 Big bargains in bristle goods. 
 
 Balance the goods with the price. 
 
 Bargain Friday possibilities. 
 
 Bargains are the accidents of a great business. 
 
 Buying centre of the masses. 
 
 Bargains beckon you. 
 
 Barely able to hang on is the dealer who persists in clinging 
 
 to old methods. 
 Business is bulky, but under the spur of necessity it will move 
 
 at its accustomed pace. 
 Better than gold dollars at fifty cents. 
 Big results from small beginnings is the only name for the kind 
 
 of investment we offer. 
 Better goods same money — same goods less money. 
 Be fair to yourself. 
 
 Best leaves no room for improvement. 
 Boundless profusion of ndw and nobby. 
 Buyers busily buying big bargains. 
 Bargains not found every day. 
 Bargains for thrifty shoppers. 
 Be wise — shop here. 
 Buy where it is cheapest and best. 
 
 Cash is King. 
 Cash is economy. 
 Cash here is mighty. 
 Continued underselling. 
 Condition and necessity. 
 Clink of dollars saved. 
 Credit for those who ask it. 
 Credit here is at your disposal. 
 Cash is the axle grease of business, 
 •vlutch the mighty dollar. 
 Consider well, then decide rightly. 
 Comparison price sale. 
 Come back again trade makers. 
 Coin can be made (because saved). 
 Correct styles at correct prices. 
 Can you resist this great temptation f 
 Calcium light of common sense. 
 Cash alone is King. 
 Can you meet or match these values ? 
 Convincing economy. 
 Chance of the season. 
 Come, consider, criticise and compare. 
 Combination that unlocks the pocket book. 
 Credit here nicely suits small earnings. 
 Common sense commands. 
 Contemplate the full force of this event. 
 Cash prices on cash bought goods. 
 Cut prices are here bidding for business. 
 Correct effects arc not accidental. 
 Care was given to each and every detail. 
 Convincing facts of convincing goods. 
 Credit us with enterprise during this sale. 
 Credit business at cash prices. 
 Canny readers will be prompt purchasers. 
 Clock prices cut in half. 
 Come to look and you will remain to buy. 
 Caught in the price maelstrom. 
 Criticism is welcomed by us from everybody. 
 Cool A. M.'s and P. M.'s mean light overcoats. 
 Costs but little, but worth much. 
 
 PHRASES AND EXPRESSIONS. 
 
 87 
 
 Conquering defiance sale — Invincible bargain leadership. 
 Calculated to take your breath away. 
 Come to us when you want a heaping money's worth. 
 Chilly winds cannot keep the people away from our tremen- 
 dous sale. 
 Cash or credit ? In either case you get great value. 
 Comfort at any price. 
 
 Clip this out or make a money-saving memo. 
 Change in style — change in prices. 
 Clipped prices and the highest grades for you. 
 •• Cold wave " coal. 
 
 Cheap is a term that applies only to our prices. 
 Credit — denied to none — offered to all. 
 Care was exercised in writing these statements. 
 Comparisons and calculations concerning cash and credit. 
 Competitors watch our ads. with absorbing interest. 
 
 Count it good if sells it. 
 
 Coupled here are high qualities and low prices. 
 
 Consistency is the gem of all business propositions. 
 
 Competition is active, but we more than meet it. 
 
 Cooking comfort at small cost. 
 
 Comparison throws into bold relief our offerings. 
 
 Common sense versus false economy. 
 
 Careful readers will respond to these suggestions. 
 
 Confidence begets credit — credit creates prosperity. 
 
 Cheapness in prices only — excellence in qualities. 
 
 Cash buying means saving. 
 
 Clear statements made our advertising interesting. 
 
 Call around and see us. 
 
 Careful attention is paid to quality. 
 
 Candid statements that leave lasting impressions. 
 
 Can you beat our prices ? 
 
 Cash accounts. 
 
 Come to us. 
 
 Dull months turned to busy ones. 
 
 Double earnings — double saving. 
 
 Desirable goods. 
 
 Dollars do double duty. 
 
 Dollars of value for dimes in cash. 
 
 Dainty needs for dainty people. 
 
 Don't look wise and make a fool of yourself. 
 
 Distincdy different — prices popular. 
 
 Drives in prices worthy attention. 
 
 Deliciousness for those who love good things. 
 
 Depreciation in price only. 
 
 Down go prices, but up go values. 
 
 Day dawn for careful buyers. 
 
 Digging for dollars is what everybody is doing. 
 
 Did you ever see such an opportunity ? 
 
 Daily hints for daily needs. 
 
 Dollar in merchandise for dimes in cash. 
 
 Do you wish the best at the least cost ? 
 
 Do you like blimt truth or fairy stories ? 
 
 Don't throw away the knowledge of "buying facts." 
 
 During this sale money will be mighty. 
 
 Don't drink in all the bargain nonsense. 
 
 Don't keep her waiting when you can buy for nothing down. 
 
 Delicious confections at pleasing prices. 
 
 Dead dollars are the ones you hide away. 
 
 Don't be behind the times. 
 
 Day by day we offer superlative values. 
 
 Did you ever see anything like ours ? 
 
 Desirable goods at more desirable prices. 
 
 Decision is necessary for time is limited. 
 
 Dress well on easy terms. 
 
 Don't put off — bargains fly. 
 
 Dashing styles. 
 
 Earners will appreciate the power of their money here. 
 
 Expend your money here where it will bring its utmost. 
 
 Expansion is the order of the day and we are expanding. 
 
 Excel them .? Impossible ! Equal them ? Try ! Investi- 
 gate them. 
 
 Eye openers in necessities. 
 
 Eager buyers' opportunity. 
 
 Exciting and startling sale. 
 
 Early season goods at late season prices. 
 
 Extraordinary goods — extraordinary prices. 
 
 Every point a good point. 
 
 Every inch a bicycle. 
 
 Every stitch a bargain. 
 
 Economy that is economy. 
 
 Every value tested. 
 
 Every saving counts. 
 
 Everyday advantages. 
 
 Early buying is easy buying. 
 
 Economy is the easy chair of old age. 
 
 Eighty per cent, of the profit is yours. 
 
 Everything from everywhere. 
 
 Every article bought is money saved. 
 
 Entering upon prosperity is easy — if you have the key — here 
 it is. 
 
 Everything goes, it is astonishing how a leader takes everything 
 with it. 
 
 Everythmg high class but the price. 
 
 Every department greets you with right goods. 
 
 Examine at your leisure — buy at your pleasure. 
 
 Early comers get best bargains. 
 
 Every article guaranteed. 
 
 Endless array of new styles. 
 
 Easy to dress well at our price. 
 
 Every day something new. 
 
 Favorite wear for fashionable folks. 
 
 Funeral of profits. 
 
 Famous values are these. 
 
 Friend of the people. 
 
 For purse wbe buyers. 
 
 Figure what you can save. 
 
 Facts and figures. 
 
 Fame came in the wake of worth. 
 
 Free, quick, rapid sellers. 
 
 Filled with selling points. 
 
88 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 Fancy goods at plain figures. 
 
 Fat facts for slim pocketbooks. 
 
 Flawless and fashionable features. 
 
 Foremost among them all. 
 
 From head to foot we clothe the man, clothe him rightly, 
 
 clothe him cheaply. 
 Fairest of all the Autumn openings. 
 Fits and misfits. 
 Facts not fakes. 
 
 Features worth reading about are these. 
 Fit well, feel well, look well. 
 Frost nipped prices. 
 
 Foolish is he who advertises untruthfully. 
 For that baby. 
 Fair prices and good quality. 
 Frank statements of fearless price cutting. 
 Friday — bargain day. 
 Full satisfaction guaranteed. 
 Follow the crowd and you will come to us. 
 Fine feathers make fine birds. 
 Fmish fit and fashion in our garments. 
 Fads and fancies of the hour are displayed. 
 Frigid facts. 
 Forceiul figures. 
 
 Fashion's behests were religiously followed. 
 Figures do not lie. 
 Facts worth noting. 
 
 Fancies and whims are more than anticipated. 
 Fascinating features. 
 Finding a bargain is like finding anything else — it makes the 
 
 finder happy. 
 Fetching features to fetch business of much magnitude. 
 Face gladdening shares. 
 For your foot's sake, lend us your cars. 
 Fashionable effects lighten up this great stock. 
 First impressions are always the strongest. 
 For your stomach's sake. 
 
 Fashion evolves many new ideas — to be shown here. 
 Fine furnishings for fastidious fellows. 
 For the particular man. 
 
 Great merit b our best salesman. 
 
 Gigantic movement of supreme importance. 
 
 Good merchandise. 
 
 Gems of the season. 
 
 Good things for those who think of good goods. 
 
 Goodness of our offerings. 
 
 Goods it pays to buy. 
 
 Give a thought to this opportunity. 
 
 Good teeth mean good health. 
 
 Great buying chances now presented. 
 
 Greater and grander than ever. 
 
 Goods for the many — not for the few. 
 
 Great business is inevitable during this sale. 
 
 Goods neat — prices little. 
 
 Glance with a keen eye down this bargain list. 
 
 Gifts of glittering glass. 
 
 Gloves make or mar the costume. 
 
 Good posts make good fences. 
 
 Great satisf'action is expressed by our customers. 
 
 Great value for little money. 
 
 Generous terms on stylish goods. 
 
 Get a bargain to-morrow by coming to our store. 
 
 Get what you want — pay what you can. 
 
 Grip strong a chance like this before it slips along. 
 
 Great goodness at little price. 
 
 Gain a great advantage by seizing this opportunity. 
 
 Good goods at damaged prices. 
 
 Generous assortments are features in all departments. 
 
 Goodness first — price afterward. 
 
 Generosity in bargain giving brings us generous trade. 
 
 Goods well bought are half sold. 
 
 Go to Johnson's when you want a great money's worth. 
 
 Good news of good goods. 
 
 Goodness of these articles will be recognized at a glance. 
 
 Goods that suit — prices that please. 
 
 Goods are here to be sold — hence these persuasive prices. 
 
 Good values. 
 
 "Goodness" is an adjective that well qualifies this article. 
 
 Good goods at little prices. 
 
 Gems of elegance — gems of excellence — gems of value. 
 
 Great bargains to-day. 
 
 Give us a chance to clothe you. 
 
 Grasp the opportunity when it presents itself as it docs here. 
 
 Get the habit. 
 
 Get the best at the lowest price. 
 
 Here's where we excel. 
 
 Honest goods at honest profits. 
 
 Here's every element of worth. 
 
 Here's comfort at money saving price. 
 
 Hints to housewives. 
 
 Here's a breath of spring. 
 
 Housecleaning inducements. 
 
 Honest values stitched with truthful words. 
 
 Highest possible grade at lowest possible prices. 
 
 Here's the trade event. 
 
 Here's your opportunity. 
 
 Home beauty is home comfort. 
 
 He that knows and knows that he knows is wise — follow 
 
 him. 
 Hot prices on cool weather goods. 
 
 Hanging on to old prices is no way to obtain new business. 
 Happy thoughts in bright colors. 
 Help us to lose money on these. 
 Here's the key to prosperity. 
 Hands and brains are busy. 
 Here's litdeness of price. 
 Half prices to the cash customer. 
 How do you like our styles ? 
 Here's a great bargain. 
 Heaps of bargains. 
 Here's a chance to save money. 
 Highest quality — lowest price. 
 
 PHRASES AND EXPRESSIONS. 
 
 89 
 
 It's worth while to stop here. 
 
 I undersell. 
 
 If we do it — it's done right. 
 
 It is never any trouble to show goods. 
 
 If you buy it here — it's right. 
 
 In advertising lies the secret of business success, but not in 
 
 advertising lies. 
 It pays to be particular. 
 In the line of bargains — try these. 
 It's the price that appeals to you. 
 It is a feat to fit your feet. 
 It pays us if it pays you. 
 
 It's not alone that we say it, but that you know we mean it. 
 It takes nerve to sell at these prices. 
 If you buy at Smith's it's all right. 
 It's the glove-like fit that sells it. 
 It's a pleasure to serve a pleased customer. 
 If you want wealth, dig ! If you want value, dig ! If you 
 
 want truth, dig ! 
 It's hard to earn, but easy to save. 
 In the ladder of economy every round counts. 
 Inspiration for saving. 
 It's not a job lot house. 
 
 It harrows one's soul to have one's sole wear out so soon. 
 In the contest between goods, prices cut the figure. 
 It would take a whole library to tell of the advantages. 
 In the lexicon of elegance there is no word to express their 
 
 goodness. 
 If it's here, it's worthy — if it's worthy, it's here. 
 It's a waste of time to look elsewhere. 
 In the beginning was continuity. The fool does well to-day 
 
 and badly to-morrow. 
 Its wear is wonderful and its wearers legion. 
 If it pays to advertise part of the time, why not all the 
 
 time ? 
 If nine tailors make a man, we have the best nine tailors in 
 
 the city. 
 If interested send for particulars, proof and prices. 
 It's hard to beat our prices. 
 Immense values abound. 
 Interest yourself in this money-saving sale. 
 It pays to buy here. 
 In every department — bargains. 
 
 Just a few of the many. 
 
 Just for our best friends. 
 
 Just scale of merit. 
 
 Just a little better than the best. 
 
 Just what you want. 
 
 Just for curiosity's sake try it. 
 
 Just an inkling of many smart things. 
 
 Jump into these bargains quick and think later. 
 
 Just what you want at your own price. 
 
 Judicious buying means sure saving. 
 
 Jot down your needs — we can supply them. 
 
 Jump at these offerings. 
 
 Just a few convincing facts. 
 
 Knee deep in attractiveness. 
 
 Killing prices by deep cuttings. 
 
 Keen observers note our bargains. 
 
 Keep up to date — watch our ads. 
 
 Keep pace with fashion. 
 
 Know what you want — buy of us. 
 
 Knowledge is power — our buyers know how. 
 
 Luxurious goods at necessity prices. 
 
 Little prices. 
 
 Lovely showings. 
 
 Loss falls with heavy thud. 
 
 Little things at little prices. 
 
 Leaders for this week's selling. 
 
 Life is what we make it. 
 
 Late comers get poorest pickings. 
 
 Look at this list with a critical eye. 
 
 Low prices are loud talkers. 
 
 Latest styles are here in abundance. 
 
 Lingering doubts to buy are banished. 
 
 Look and learn. 
 
 Little by little are your payments made. 
 
 Low prices swell sales up to high points. 
 
 Long lived satisfaction. 
 
 Liberal inducements to prompt purchasers. 
 
 Light goods for heavy wear. 
 
 Leave your order here to-day or to-morrow. 
 
 Linked to comfort and quality. 
 
 Low prices in conjunction with high qualities. 
 
 Lively selling must follow this announcement. 
 
 Look after the pennies you can save. 
 
 Legitimate business methods have their effect. 
 
 Luxury lightens labor. 
 
 Less profits mean bigger values, such as these : — 
 
 Light weight goods at prices still lighter. 
 
 Lavish values are fascinating features of this sale. 
 
 Lest you forget. 
 
 Long time credits to suit every family exchequer. 
 
 Learn how to save — buy here. 
 
 Large, plump bargains await to-morrow's patrons. 
 
 Let us know your needs. 
 
 Languid business now receives a *' special sale" tonic. 
 
 Little hints for provident shoppers. 
 
 Lend us your ear while we will to you a bargain tale unfold. 
 
 Last chance for the inventory reduction. 
 
 Lubricating the machinery of business with "special sale" oil. 
 
 Little folks supplied at little prices. 
 
 Make and save by buying diamonds now. 
 
 Marvelous values. 
 
 Makes merchandise move. 
 
 Marvel in low prices. 
 
 Merit is the basis of success. 
 
 Merchandise marvels extraordinary. 
 
 Make us prove it. 
 
 Mighty movements in merchandising. 
 
 Mistakes cost money. 
 
90 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 I 
 
 Modern mercantile methods. 
 
 Mail orders receive our best attention. 
 
 Mail orders promptly and carefully filled. 
 
 Minimum cost — maximum worth. 
 
 Matchless clearance sales in all departments. 
 
 Magnetic millinery models now on exhibition. 
 
 More for the money than you can find elsewhere. 
 
 Magnificent array of values are now to be seen. 
 
 Meritorious articles priced at moderate figures. 
 
 Many chances to save money. 
 
 Match these values if you can. They are great. 
 
 Masterpieces of workmanship are these articles. 
 
 Masses of meritorious merchandise. 
 
 Make up your mind to embrace this opportunity. 
 
 Minute details have been thoroughly carried out. 
 
 Money in your pocket sale. 
 
 Magnitude of our offerings impresses everybody. 
 
 Money-saving time is all the time. 
 
 Mail order shopping here is satisfactory shopping. 
 
 Made right — sold right. 
 
 Many will hasten to respond to this advertisement. 
 
 Money talks and usually talks cents. 
 
 Microscopic prices are to-morrow's selling figures. 
 
 Meetvus halfway. 
 
 Modes of the moment receive full expression here. 
 
 Money saved by buying here. 
 
 Men, women, boys and girls will alike be interested. 
 
 Merely a hint of good things. 
 
 Manufacturers' surplus stock to go the bargain way. 
 
 Matchless material at unmatchable prices. 
 
 Memoranda can be made from this list with advantage. 
 
 Make us your clothier. 
 
 Nothing like ours. 
 Near cost. 
 
 Noteworthy goods at notable figures. 
 Nicknacks cheap. 
 
 Not as good as some, but better than most. 
 Nicest goods you ever saw. 
 None better than ours. 
 Neat, novel, nobby and new. 
 Not as good as they look. 
 Nearly everybody will come. 
 Not many bargains, but good ones. 
 News of extreme importance. 
 
 New, crisp, reliable goods at clean, nonest, desirable prices. 
 Novelties are here in abundance. 
 Net prices on net qualities. 
 Nobby neckwear popularly priced. 
 New arrivals in fresh goods. 
 Notice with care our features this week. 
 Not something, but everything. 
 Nimble business will come to this notion sale. 
 No bait but quality. 
 
 Novel conceits from the wide world of fashion. 
 Not a game of blind man's bufF, you do not go blindly into 
 a purchase. 
 
 Not how cheap, but how good. 
 
 Note well for it certainly will be to your advantage. 
 
 Noise is not business. 
 
 Nothing useless put in — nothing useful left out. 
 
 Only values here. 
 
 Old tale of new stock. 
 
 Opportunities worth noting. 
 
 Our business — your interests. 
 
 Out of the ordinary offerings. 
 
 Observe how ruthlessly we slash prices. 
 
 Our gain is your gain. 
 
 Our bread rises to explain. 
 
 Obligation to buy never comes with a visit. 
 
 Our object is to save your money. 
 
 Odd lots at odd prices. 
 
 Opportunities nothing short of remarkable. 
 
 Our prices talk all languages. 
 
 Our store is yours. 
 
 Only here and now can you get these goods. 
 
 Our desire is to move goods, not to get cash. 
 
 Our mirror of present fashion. 
 
 Overwhelming evidence as to our leadership. 
 
 Our fair price banner waves over all. 
 
 Ours are sure thing investments. 
 
 Oasis here for seekers of excellent merchandise. 
 
 Odd sale of odd ends at odd prices. 
 
 Our circulation needs a tonic of dollars. 
 
 Ordinary prices are far above our present figures. 
 
 Once a customer, always a friend. 
 
 Our prices advertise us. 
 
 Opportune sales for this season's home furnishers. 
 
 Out of date methods do not satisfy up to date people. 
 
 Our hat pantry is stocked with the best. 
 
 Oversights are committed by those who fail to come. 
 
 Ours are the best. 
 
 Odds and ends of a splendid season's business now to go. 
 
 Of course it's just a passing chance at these prices. 
 
 Open wide your eyes for here is something worth reading. 
 
 Our aim is constantly toward the mark of public patronage. 
 
 Optics of many readers are centered upon this announcement. 
 
 Our footwear will outwear footwear bought elsewhere. 
 
 Obstacles to buy in the shape of high prices, are now removed. 
 
 Opportunities for money saving. 
 
 Only a few of our bargains. 
 
 Offerings of the rarest. 
 
 Occasion of rare importance. 
 
 Pure, sure sells, satisfies. 
 
 Prices that surprise — values that tell. 
 
 Prosperity follows thrift. 
 
 Properly popular prices. 
 
 People of any color treated white. 
 
 Prosperity goods at poverty prices. 
 
 Procrastination profits no one. 
 
 Pay for what you get and get what you pay for. 
 
 People appreciate our push. 
 
 PHRASES AND EXPRESSIONS. 
 
 91 
 
 Plentitude of bargain figures. 
 
 Prices in themselves are not conclusive. 
 
 Poor goods cost most. 
 
 Popular prices mean right prices. 
 
 Prices as hard to match as the goods. 
 
 Painful pauses in prosperity have compelled us to make special 
 
 prices on all stock. 
 Prices will never satisfy until quality has set the mind at case. 
 Prices out of joint. 
 Prescriptions precisely prepared. 
 Prices are now half prices. 
 Prices run like these. 
 Positive price reductions. 
 Price reductions predominate. 
 Prices that speak for themselves. 
 Pleased customers make steady patrons. 
 Purchase here if you want satisfaction. 
 Prepare for a rainy day — see our mackintoshes. 
 Politeness the watchword here. 
 Price figures — quality counts. 
 
 Price and promptness are features of which we are proud. 
 Pinch of prices. 
 Prices with bowed heads are these. 
 
 Quality is everything. 
 
 Quality is the password. 
 
 Quality is the best economy. 
 
 Quality is the true test of cheapness. 
 
 Quality first, then price. 
 
 Quality and style prove the bargain. 
 
 Quality counts — we sell standard goods. 
 
 Queerest of queer trade doings. 
 
 Quick sellers and why not ? 
 
 Quality our best advertisement. 
 
 Quintessence of value. 
 
 Quaint conceits at queer prices. 
 
 Quality speaks for itself. 
 
 Quick selling prices. 
 
 Quality our trade mark. 
 
 Quick service — no mistakes. 
 
 Quantity and quality — that's our stock. 
 
 Real dollar values. 
 
 Remarkable rates. 
 
 Radical reductions. 
 
 Remorseless price-cutting. 
 
 Reduction fever raging. 
 
 Reasonable prices are quoted. 
 
 Rich goods at poor prices. 
 
 Radical changes are now necessary. 
 
 Right in front — as usual. 
 
 Reasons abound as to why you should buy. 
 
 Rightness first — profits afterwards. 
 
 Realize the full importance of this offering. 
 
 Ripest fruit of intention. 
 
 Reap the benefit of these splendid offerings. 
 
 Right time by right watches. 
 
 Rush of business from a whirlwind of bargains. 
 
 Real bargains are now told of by printer's ink. 
 
 Reputable merchandise the only sort we ever offer. 
 
 Royal Claret at plebeian prices. 
 
 Richness in bargain giving a feature for to-morrow. 
 
 Rarest of bargain opportunities. 
 
 Random items picked from hundreds of others. 
 
 Reputation is a subject that readers carefully consider. 
 
 Reasonable reasons. 
 
 Rash prices are these ! Yes, but they bring business. 
 
 Retailing here is never sleepy or stolid, dull or drowsy. 
 
 Rare because of style — exceptional because of price. 
 
 Radiant showings of the last fancies of Dame Fashion. 
 
 Range of colorings, styles and effects most remarkable. 
 
 Ripest fruit of invention. 
 
 Restricted quantities urge the necessity of calling early. 
 
 Rapid selling. 
 
 Ruinous prices are these, so they cease to-morrow night. 
 
 Rich value for bargain hunters. 
 
 Rich and rare combinations of weaves, colors and effects. 
 
 Reasonable prices on reliable goods. 
 
 Respect for public intelligence is considered in every adver- 
 tisement. 
 
 Rather strange but it's true — we always give the best to you. 
 
 Resolve yourself into a committee of one and investigate here 
 to-morrow. 
 
 Ready to wear garments. 
 
 Read and be convinced. 
 
 Return your goods if they don't suit. 
 
 Some snappy bargains. 
 
 Something doing here. 
 
 Small prices bring big business. 
 
 Sharp, crisp pricing. 
 
 Scintillating specials in superb silverware. 
 
 Savings you are sure of. 
 
 Styles fresh with the lingering touches of fashion. 
 
 Shortened prices. 
 
 Skeptics become enthusiastic buyers. 
 
 Sacrificing prices. 
 
 Surging sea of humanity responds to our values. 
 
 Store service superb. 
 
 Search the city with a microscope, you could find no better 
 
 bargains. 
 Seething sea of bargain seekers. 
 Shoes of service — shoes of worth — shoes of style. 
 Soft shoes for tenderfoot. 
 Small prices. 
 
 Shoes for sunshine or storm. 
 Style and service. 
 Striking money savers. 
 Sensational selling. 
 Satisfaction the prime factor. 
 Sensible shoppers come here. 
 Seasonable satisfaction. 
 Sweeping price cuts now the ruie. 
 Satisfaction is a silent salesman. 
 
92 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 Sharp eyes find big savings. 
 
 Store attractions multiply. 
 
 Service is a point we never overlook. 
 
 Substantial savings. 
 
 Sensitive purses will like these prices. 
 
 Small expense, small profit. 
 
 Standards here are rigidly maintained. 
 
 Styles that are snappy and becoming. 
 
 Snappy stvles to give a snap to business. 
 
 Something for nothing. 
 
 Splendid stocks are now in full readiness. 
 
 Strong in bargain richness. 
 
 Severe cuts in selling figures now evident. 
 
 Snappy staple sellers. 
 
 Short, sharp and swift sale. 
 
 Stocks are now at their best — their brightest. 
 
 Sacrificing profit to make sales. 
 
 Swap what you do not want for what you do. 
 
 Stock reduction means price reduction. 
 
 Style showings worth coming miles to admire. 
 
 Standard in quality — always satisfactory. 
 
 Smashing sales are in force throughout the store. 
 
 Style, quality, price right. 
 
 Sales of surpassing interest are now in full swing. 
 
 Satisfaction brings business. 
 
 Showings that instandy captivitate critical customers. 
 
 Shrewd buyers need no urging. 
 
 Sweep out all stocks with the big broom of small prices. 
 
 Sound sense and sane judgment. 
 
 See what we have to offer, then — use your own judgment. 
 
 Small cash for much pleasure. 
 
 Stirring price reductions stir up business with a sharp stick. 
 
 Slight the littles and spoil the whole. 
 
 Score another point to our credit on account of this offering. 
 
 Seething sea of selling. 
 
 Selling you — we sell all your friends. 
 
 Stern necessity makes rare opportunity. 
 
 The season of changes — how about underwear ? 
 
 That burning question. 
 
 There can be only one best store. 
 
 Triumphant trade turners. 
 
 The chances of vcars. 
 
 The key to the situation. 
 
 Tremendous trade temptations. 
 
 To-day's thoughts for busy people. 
 
 Trade winning triple alliance — quality — price — creation. 
 
 Taffy is cheap — deeds count. 
 
 Tliat indefinable and indispensable thing called style. 
 
 The best materials put together by people who know how. 
 
 Talk here is backed up by deeds. 
 
 The best for the prices. 
 
 Thrifty trade chances. 
 
 Thoughts for the thrifty. 
 
 Turn your thoughts in our direction. 
 
 These goods sell themselves. 
 
 The ups and downs of business. 
 
 Tremendous triumphs in trade. 
 
 The day of days — the time of times. 
 
 The rivulet of bargains flows steadily on. 
 
 Thrift and taste both catered to. 
 
 Their economy is their wearing quality. 
 
 Truth needs no trumpets. 
 
 Tremendous temptations for your trade. 
 
 To-day's needs are to-day's prices. 
 
 Taste for the beautiful makes you appreciate these. 
 
 Those who come to look remain to buy. 
 
 The man of taste never allows his taste to fall short of his shoes. 
 
 The comfortable, fitable, wearable kind. 
 
 Telling arguments now are told on paper. 
 
 The big store with the little price. 
 
 The prices and the goods don't balance. 
 
 Tasty confections at purse pleasing prices. 
 
 The prices are in the low side of the scale. 
 
 The fire is not yet out in our great reduction sale. 
 
 Throngs will come in response to this offering. 
 
 Think before you buy — and then you'll buy. 
 
 These goods make the prices look small. 
 
 Thinking people are our most staunch supporters. 
 
 The price leans your way. 
 
 The stamp of style. 
 
 Tales worth listening to are in the following items : 
 
 To have been first proves antiquity — to have become first 
 
 proves merit. 
 The purchaser — his privileges and prerogatives. 
 Tidings of more than passing interest are here told. 
 The theme of the day — the fad of the hour. 
 The different store. 
 
 Terse, truthful tales are the succeeding paragraphs. 
 The handy store. 
 The big little store. 
 
 Thorough workmanship can be seen in every stitch. 
 The greatest growing store. 
 The money back store. 
 
 Temporary trade is not our wish ; 'tis a lasting success. 
 Truth ever — quality always. 
 To-day for dollars. 
 
 Thrifty readers will be in strong evidence here to-morrow. 
 To-day for savings. 
 This is the place. 
 
 Timid retailers cannot understand our aggressive methods. 
 Trifles light as air. 
 The greatest wealth of selection. 
 Transactions of great magnitude were responsible for these 
 
 values. 
 The masterstroke of price cutting. 
 The store of worth. 
 Teach yourself how to save, take advantage of our credit 
 
 system. 
 The veil proclaims the well dressed woman. 
 These suits are their own salesmen. 
 Think deeply, the more you think, the more you'll buy. 
 The five points of profit broken off. 
 Take a single squint at these hints. 
 
 PHRASES AND EXPRESSIONS. 
 
 93 
 
 The sun of commerce casts a shadow. 
 
 That has a bad effect on inferior goods. 
 
 Time is up — goods must go. 
 
 The best advertised, the most patronized. 
 
 The least criticised, the most eulogized. 
 
 To grow rich is only to embrace opportunities. 
 
 Truth might look in a mirror and not think so much of her- 
 self as in our advertbements. 
 
 Taking advantage of the best is your duty. 
 
 Trinity of arguments, viz., liberal assortments, high qualities, 
 and low prices. 
 
 The limit of little prices. 
 
 The square dealing clothier. 
 
 Thrift means prosperity. 
 
 Tailors for good dresses. 
 
 The best is always the cheapest. 
 
 Take advantage of these money savings. 
 
 To test us is to trust us. 
 
 The new customer becomes the old one. 
 
 Transact your business where facilities are best. 
 
 Trade with us. 
 
 Tell your friends where to buy. 
 
 The public is warming up to our bargains. 
 
 Under the low priced banner. 
 
 Undoubted values predominate this sale. 
 
 United we stand. 
 
 Un imely end of old stock. 
 
 Understanding follows inspection. 
 
 Union is strength. 
 
 Unfailing quality our motto. 
 
 Undesirable goods never found here. 
 
 Union of grades and prices. 
 
 Useless to go elsewhere. 
 
 Unless you want the best don't come here. 
 
 Unexcelled values for this week. 
 
 Use common sense and make dollars. 
 
 Undercuts in prices now in force. 
 
 Usually the cheapest — always the best. 
 
 Umbrellas in a bargain shower. 
 
 Underwear at under prices. 
 
 Unsurpassed showings in new goods. 
 
 Unique in style and price. 
 
 Undercurrent of bargains runs strong. 
 
 Useless to look elsewhere — you'll find no better at the price. 
 
 Unless you want to lose money — do not overlook these 
 
 bargains. 
 Unquestionably the event of the season. 
 Unmatched prices on matchless goods. 
 Unusual prices for unusual goods. 
 Unanimous approval has been given this establishment. 
 Universal sales faction. 
 Union make clothes. 
 Undeniable values are here. 
 Useless to look around — we are here first. 
 
 Very best always. 
 
 Vanishing profits arc our lookout. 
 
 Vast assortments await your inspection. 
 
 Vastness of stocks a feature. 
 
 Verify everything we say 
 
 Victory perches upon our banner. 
 
 Varied and beautiful. 
 
 Values are here in abundance — secure them. 
 
 Values that draw mighty crowds. 
 
 Values that need only be seen to be appreciated. 
 
 Verbiage vs. values. 
 
 Visit us at your early convenience, to your advantage. 
 
 Veracity rather than variety. 
 
 Volume of business, not large margins, makes these values 
 
 possible. 
 Vital features of this business are care and promptness. 
 Volcanic eruptions of business. 
 Vigorous selling seen in every department. 
 A'^aluable inducements for your consideration. 
 
 Whenever vou want goodness — call on us. 
 
 Why look elsewhere ? — This is the place. 
 
 Wisdom indicates our store. 
 
 Women who want value come here. 
 
 Why do we win ? Because we give the best. 
 
 Winsome styles. 
 
 We sell only the best at the smallest prices. 
 
 What you want you find here. 
 
 Willing clerks always at your service. 
 
 Wary money savers shop here. 
 
 Wellspring of rich values. 
 
 We are after your trade — once we get it we'll keep it. 
 
 With us quality is the watchword. 
 
 Win approval by selecting here. 
 
 Wise buyers never shop — they come here. 
 
 Worth is never overlooked. 
 
 We give you what you want. 
 
 Where small prices reign. 
 
 Why do we do this ? That's our secret. 
 
 Wait and you lose these bargains. 
 
 Wet weather means price cutting. 
 
 Women will be greatly interested in this sale. 
 
 Want a bargain ? Here's the real thing. 
 
 Win a prize by securing one of our bargains. 
 
 What we advertise we sell — what we sell advertises us. 
 
 Wise men get the most for their money. 
 
 Wide awake as usual. 
 
 Warm weather wearables at cold weather prices. 
 
 We live through our customers and for them. 
 
 Wet weather, winter women's wear. 
 
 We please with these. 
 
 We give facts and name the price — no time for foolishness. 
 
 We give you your money's worth. 
 
 We're surprised at these prices ourselves. 
 
 What more can you ask, what more can we do ? 
 
 We sell so as to sell again. 
 
 Well made goods for critical buyers. 
 
 We please particular people. 
 
94 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 We slice the price — not the quality. 
 
 We don't give the most — we give the best. 
 
 Winning prices. 
 
 What we say is true, what we do is legitimate, — what we 
 
 promise we fulfill. 
 Wisdom leads the way. 
 We return the money. 
 Where'er it rains, they reign supreme. 
 Where slender pocketbooks hold carnival. 
 Wise readers never overlook our advertisements. 
 We are tooting our horn — each toot is new. 
 We excel in these. 
 We do this for vou. 
 We win success by deserving it. 
 Well worth your while. 
 When your ship comes in may be years — now is \uur 
 
 opportunity. 
 Women can scent bargains miles awav. 
 We don't follow the leaders, we lead the followers. 
 We're the best. 
 
 We have an easy time pleasing customers. 
 We wish to make your acquaintance. 
 What you want you find here. 
 When in doubt shop here. 
 
 You see styles here that are different. 
 
 You'll appreciate the goodness of these. 
 
 Your gain — our loss. 
 
 Yours for half. 
 
 You're pleased with these. 
 
 You are looking for just these bargains. 
 
 You'll want them when you see them. 
 
 Yours at your own price. 
 
 You want quality — here it is. 
 
 You want the best — come here. 
 
 You are sure to be suited. 
 
 Your ideas at your own prices. 
 
 Yesterday's styles are not here — everything up-to-date. 
 
 You want it right — you want it now. 
 
 You'll never regret buying here. 
 
 You want what we have. 
 
 You need us and we need you. 
 
 You can save by watching our advertisements. 
 
 Zenith of bargain achievement. 
 Zealous always to get the best. 
 Zealous always for your interests. 
 Zenith of bargain giving. 
 Zero weather, but hot bargains. 
 Zealous to retain your friendship. 
 
 Management of Retail 
 and Local Advertising 
 
 Advertisinii as an Investment, Effect of Larfie Space, 
 Makind Bargains, What the Unchanged Ad. is Worth, 
 Buyinfi Bulk Space, Dailies vs. Weeklies, Honesty, etc. 
 
 When a business man has saved a certain amount from his profits he generally tries to invest 
 it so that it will earn more profit — and often fails. 
 
 Thousands of merchants ail over America, who have everything to gain by properly adver- 
 tising their businesses, rush into Wall Street or "invest" their surplus cash in wild-cat schemes, 
 that have scarcely one winning chance in a thousand. The police records of every transparent 
 get-rich-quick swindle invariably reveal the stupendous stupidity and cupidity of business and 
 professional men from coast to coast. 
 
 One would naturally suppose that a man with brains enough to enable him to become suc- 
 cessful in trade, would appreciate the fact that specific knowledge and experience have just as much 
 to do with his rise as intellect and push. Yet he plunges into side schemes entirely outside his 
 field of knowledge, and runs grave chances of ruining his real business. 
 
 When will the business man, especially the retailer, learn how to invest his surplus, large or 
 small, so that it will double his volume of trade? 
 
 The answer: shortly after he begins to advertise systematically, and finds out that small 
 space actually does return a profit. 
 
 No greater fallacy exists to day than the oft-repeated theory that it takes a fortune to adver- 
 tise and that small space doesn't pay even when the copy is properly prepared. Let us see. 
 
 A hatter and furnisher decides to try advertising as a means of increasing sales, and he con- 
 cludes to start in with a two-inch ad. to be run daily. Presuming there are two good papers in 
 the city worth using, and the rate is say five cents a line in each, this would make twenty -eight 
 lines in both cost |2.8o per day, or $72.80 per month of twenty-six days. Now add for one 
 new drawing and etching, say $1.50, and the total is brought up to $4.30 per day or $1 1 1.80 per 
 month. If the copy is original and good, the profit on new business will show up without fail. 
 
 And it will not be diflicult to determine results, either, after such a campaign has been running 
 two or three months. But remember that the offerings, and special sales of the honest dealer who 
 is an experienced advertiser, will attract more buyers than the new advertiser's small space. 
 
 Naturally the inexperienced advertiser will say, "$4.30 a day means that 1 must sell about 
 1 10 or $12 worth of goods extra just to pay for the ad. I hardly believe it possible." 
 
 Look at the matter this way: the whole community has been reading your ads. for some 
 time, but possibly trade has not shown any marvelous increase to date. Two months have gone 
 by — and the advertiser is anxious. That very day a gentleman drops in and buys a $30 outfit. 
 The next day the advertiser adds two more permanent customers, and so it goes, until in the 
 course of a year or two larger quarters are needed. 
 
 A trifle more than I300.00 started a new era, and thereafter it is merely a case of keeping up 
 the advertising, with such enlargements as experimentation proves wise. Let it be distinctly 
 understood that there is no rule as to space, and I only suggest the possibility of the minimum 
 two inches, and I would prefer this to twelve inches once a week. 
 
 By a plan as just suggested it is always possible to keep within your limits and avoid large 
 losses. It would most likely be a bad bargain if only followed for a week or so, since large ads. 
 
96 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 overshadow the little ones, and the true value of the latter is apparent only after the buying public 
 has been educated to look, for them. 
 
 As to the maximum space, the only guide is common sense, plus some experiment. For 
 example, the hatter and furnisher would hardly require ten inches regularly for the good reason 
 that the proposition is not sufficiently extensive. An occasional use of this space for particularly 
 attractive bargains would undoubtedly pay, but Rogers, Peet & Co., New York, whose style is 
 fully illustrated in this book, rarely exceed six inches, the average being considerably less. 
 
 The department store can, of course, run the largest ads., owing to the many departments, 
 each of which is a complete store in itself. For the small retailer, with only one or two propo- 
 sitions, to go in for big space by over-display and padded text matter is worse than folly. 
 
 Note the number of inches a department store devotes to each division, and a fairly good 
 guide will be discovered. By allowing a little more for illustration and heading, perhaps, the 
 settlement of the space question is practically easy. Gambling is reduced to a minimum. 
 
 Effect of Lar^e Space. 
 
 One result of big copy is the apparent prosperity of the advertiser, and the world always 
 takes off its hat to success. A half page or page, when there is sufficient good material to fill it, 
 has a sledge-hammer effisct that is desirable in special sales. This "brute force," however, costs 
 money, and it carries great execution when the new store opens up — and can properly fill space 
 with something besides wind. 
 
 What the Unchanded Ad. is Worth. 
 
 When I first began teaching advertising by correspondence I enrolled as a student a whole- 
 sale and retail bookseller and stationer in a small city of New York State, whose retail business 
 had been long established. He had been running a four-inch ad. in both local dailies and changed 
 copy weekly. I immediately advised him to prepare new copy every day, and had quite a time 
 getting him to do it. It cost a trifle more to adverrise this way; he was too busy at that time to 
 devote the necessary rime, etc. At last he gave in and agreed to follow my instructions for 
 one month, and I told him that if he didn't find a decided gain that I would never say a word 
 in explanation. 
 
 At the end of the month he wrote me : "I wouldn't go back to my old method for any- 
 thing." As a matter of fact, his daily change of copy brought plenty of new trade. Why ? 
 Simply because he offered six times as many things as formerly. Plain enough, isn't it ? Pin 
 this to your memory. 
 
 People don't want to read the same thing every day, and therefore, the unchanged ad. is 
 worth only a third or a quarter of the brand new one. If you can't spend the rime or don't know 
 how, hire a competent ad. writer, or quit complaining that advertising doesn't pay. 
 
 Honesty In AdvertisinfS. 
 
 It is an axiom that the dealer who will lie in his ads. will cheat his customers when he can. 
 No retailer has permanency assured if he doesn't live up to his announcements. His local repu- 
 tation is practically his all. 
 
 Buying Bulk Space. 
 
 Years ago it was customary for the retailer to contract with publishers for so much space to 
 be used daily, every other day or weekly — an inflexible agreement to run so many lines or inches 
 regularly. To-day the large advertisers in local papers contract for bulk space to be used at will 
 during a year's rime, such as 10,000 lines, 1,000 inches, etc. This enables the advertiser to run 
 a three-inch copy to-day, ten inches to-morrow, and so on. The plan is good and preferable to 
 any other, although most publishers in small cities charge more for bulk space than for specified 
 
 MANAGEMENT OF RETAIL AND LOCAL ADVERTISING. 
 
 97 
 
 space and days. Were all to drop out in hot weather and jump in with big copy at other rimes, 
 the publisher would have to materially reduce his pages during the lull and double or quadruple 
 when advertising boomed. For this reason an extra rate is frequent on bulk space. Metro- 
 politan publishers seldom discriminate in this way. As to any rule, each advertiser must be 
 governed according to publisher's rules. 
 
 A jeweler might find two inches plenty, and it would therefore be impossible for him to 
 wisely contract for variable space. 
 
 Making Bargain Prices. 
 
 I have been asked hundreds of times this question: "How can any store find enough 
 genuine bargains to fill large daily ads.?" Look over the average department store announcement 
 and it is bargain, bargain, bargain. How, indeed, is this really possible? 
 
 The analysis: department stores as a rule undersell the single line dealers. They don't 
 always have the identical article, which may be a trade-mark product and proof against cut-rates, 
 but for everything there is something about as good that can be sold at a reduction. The depart- 
 ment store merely gives its price and compares it with "regular value." One large store that 
 maintains the highest standard of honesty, fair dealing and truthfulness, sometimes engineers a big 
 sale in this way : a lot of new goods are marked up to the highest notch any dealer would have the 
 nerve to ask : a few days later everything is "cut" for the big sale. Really the buyers get no very 
 wonderful bargain, but they do get value, and know it. 
 
 But why not originally mark the goods at the fair price instead of jockeying ? Why, simply 
 because there would then be no occasion for the big ad., and people have the Yankee trading 
 insrinct so strong that they fairly dote on those bargain opportunities. The pace has been set, 
 and woe to the advertiser who follows lines and methods too Puritanical. 
 
 Again, the big store doesn't want to sell everything on a rock-bottom scale. 
 
 Daily vs. Weekly Papers. 
 
 I don't affirm that a daily is six times as valuable as a weekly, but it is certain that the 
 former which carries the message every morning or evening is indispensable to large trade, and the 
 daily rate is usually nearly twice as cheap as the weekly rate. This more than off-sets the short 
 life of the daily. In small towns the retailer can only use the weekly, and he ought to patronize 
 it liberally. My advice is to use both mediums when advisable, but always the daily first. 
 
 I do not approve of running "every-other-day" advertising for the dealer with a store full 
 of things the public will buy. The more store news the better within proper limits. 
 
 There may be exceptions, of course. A hatter, who sells practically nothing else, may find 
 every other day, or twice a week enough. 
 
 I also want to add right here that no other form of local advertising is equal to good news- 
 papers. Circulars, novelties, etc., have their use, but the newspaper is the one medium that 
 towers above everything combined. 
 
 Weather Effects. 
 
 Large advertisers when about to run unusually big space, arrange with publishers to substitute 
 small copy if the weather bureau reports that come in late at night indicate a stormy morrow. 
 This saves many a loss, since a sale is unlikely to be a success in rainy weather. An umbrella ad. 
 might be more effective. 
 
 Box for Suggestions. 
 
 Large stores will find a centrally located box for receiving suggestions from employes a 
 valuable institution, as it will keep the advertising interest alive. Offer $1 for every error of any 
 kind found in an ad.; also offer prizes for the best feasible ideas that can be utilized either in store 
 management or in the advertising. 
 
( 
 
 
 Special Drive Sales 
 
 With one-half the bread winners of America Earninfi 
 about $600.00 a year, the success of the Bargain 
 A A A A Sale is easily accounted for A A A A 
 
 
 Special Sales throughout the year are money-bringers if properly conducted. The large 
 advertiser can use special illustrations to good advantage, and borders made up with regard to the 
 event will be of more than passing interest. The small space user, too, can head his little four- 
 inch single column ad. with a catchy, appropriate illustration, and he will get credit for his 
 smartness. 
 
 In retail merchandising, especially in the cities, department stores inaugurate every year a 
 series of sales which shoppers have come to look for as regular events. Among these are the 
 White Sale, Furniture Sale, &c. These specific names indicate the character of the sale and on 
 many accounts are better than mere general sale, the title of which alone may not carry much 
 strength. 
 
 The Anniversary Sale is generally a winner, as patrons have come to look upon it as a time 
 for extra generosity on the part of the firm — a sort of thanksgiving, as it were, that they are alive 
 and prosperous through the kind patronage of the good public. 
 
 "^ The success of the Special Sale rests in no small degree upon the penny-saving propensities of 
 humanity, as we are a nation of bargain hunters. Add to this the fact that one-half the popu- 
 lation of the country earns according to statistics only about ^600.00 a year and the attraction 
 of the " Bargain " will be more thoroughly appreciated. 
 
 Almost every locality, too, has one or more events of public importance, worth incorporating 
 in advertising, such as the firemen's parade, county fair, laying of corner stone, etc. Don't forget 
 to get the artist busy in your behalf, and give him plenty of time. 
 
 As to the particular goods to advertise, the dealer needs little advice, because he knows what 
 he can offer at special prices, and what will be appreciated. Of course, no "Sale" can be made 
 effective without the "Money-saving" possibilities. 
 
 All special sales should be advertised a day or so ahead, and until it is over, don't break the 
 interest with other things. 
 
 The ad. writer should co-operate with the window dresser, and he should also furnish good, 
 catchy copy for window cards, which may either be printed or painted. 
 
 Then, too, the buyer is an important fellow at this time. He is equally interested, and can 
 offer suggestions for the event as a whole. 
 
 It would also be a good plan to have a printed slip enclosed in the pay envelope soliciting 
 new ideas from employes. Offer a dollar for each one that is used. Even a new boy might 
 stumble across something of value, but the main thing is to get every employe thinking, and the 
 store can well afford to pay for that general interest. It creates team work. 
 
 The White Sale. 
 
 Directly following the New Year comes the great "White Sale," an event looked forward to 
 by every money saving woman, who finds in it a chance to save labor as well as dollars. The 
 head of the "under muslins" has been preparing for it for months. Factories from Maine to 
 California have been running overtime to produce the tremendous array of garments that await the 
 buyers on the opening day. 
 
 The first announcement is generally in the Sunday papers, as much as a page frequently being 
 
 SPECIAL DRIVE SALES. 
 
 99 
 
 given to the specializing of the various bargains in the giant aggregation. A bewildering sea of 
 whiteness meets the Monday morning money saver. What awaits her is not the result of sweat 
 shop labor, as many think, but the true exemplification of what buying in quantity can do both 
 on the part of the manufacturer and the head of the underwear department as well. It is not an 
 array of fake fascination — the garments are well and generously made; the styles are the latest, and 
 the prices the lowest. Is it any wonder that the needle and the sewing machine are relegated to 
 second place in the home and that women everywhere look forward to "The Great White Sale" 
 as the event that is a real definition of the word " Bargain?" 
 
 January Mark Down Sale. 
 
 "The White Sale" is the leader for January, but there also occurs an event of almost equal 
 importance in this month. It goes under several names — "Pre-lnventory" and "Mark Down 
 Sales" being the two most widely known. First the left-over holiday merchandise has to be 
 moved to make all room possible for the White Goods, and the later consignments of Spring mer- 
 chandise. Sometimes this sale continues almost until February with alluring announcements of 
 special offerings that keep the public keyed up to the buying stage. Of course, it means constant 
 hammering in the newspapers — almost daily announcements of the great money-saving chances 
 the sale affords. The ad. man is frequently put to it rather severely to find forcible and expres- 
 sive language sufficiently varied to meet each day's requirements, but if he is there with the goods 
 — the store will not be long there with the goods, an anomaly that the merchant is bound to 
 appreciate. 
 
 February General Sales. 
 
 February is a great month in which to pound on prices and liberally advertise masculine and 
 feminine garments, push reductions, have sales in silks, dress goods and dress fabrics of all kinds — 
 prepare sales of books, notions, house furnishings, blankets, underwear, hosiery, gloves, etc., and 
 an earnest effort is made about this time to effect a clearance on all winter goods, for the new 
 spring styles will soon show themselves. 
 
 Lincoln's Birthday Special Sales. 
 
 On this occasion there is a great chance for the sale of flags and souvenir cards and literature 
 on the life of the Great Emancipator of the Slaves. As it is generally regarded as a holiday there 
 can be held out special inducements in the way of general bargains, the department stores being 
 always open, while the great world of bankers, brokers, and office employes are out that day to 
 shop. To them advertisements should be especially addressed. 
 
 Washington's Birthday Special Sales. 
 
 Again the sales of flags and bunting make a prominent display feature. In the confectionery 
 department specials should be advertised in the way of candy boxes bearing small hatchets, bunches 
 of cherries and other symbolical ideas. In the picture section, portraits of Washington can be 
 specially advertised. 
 
 In books — "The Life of Washington," of course, would be given prominence. In fact the 
 merchant must be ever alert to the suggestiveness of both local and national happenings as they 
 bear upon his particular business. 
 
 Valentine's Day Sales. 
 
 Between Lincoln's Birthday and Washington's Birthday comes the 14th of February — the 
 date filled with sentiment and romance but also of commercial value as far as the merchant is 
 concerned. 
 
100 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 Suppose he is a confectioner — look at his chance — heart-shaped boxes advertised at attractive 
 prices — heart-shaped bon bons — sugar Cupids, etc. 
 
 In the department store the special ads. dwell on favors for the day — Valentines in the book 
 department and a general inducement in enticing print to mark St. Valentine's Day, through pur- 
 chases at the particular store. 
 
 Sales for March. 
 
 March is really the herald of May and the early summer offerings. At this time often 
 when blizzards are raging the windows blossom forth with new dress goods and millinery. The 
 fortunates who go South in the early spring are always glad to buy the advanced styles, while the 
 world of women at large almost unanimously believe in buying when stocks are freshest and most 
 complete. It is on this account that the newspapers are sought to dilate on special offerings in 
 organdies and other diaphanous fabrics at the very time the furriers are trying to get rid of their 
 stock, eloquently dwelling on the fact that there are many days of winter still to come when furs 
 will be acceptable. 
 
 St. Patrick's Day Specials. 
 
 This is not altogether commercially strong, but it counts as a factor in general popularity. 
 The store that gives specials on green ribbons, that has shamrock brooches at 17c., or can furnish 
 green boxes for bon bons, new prices on green feathers or shirt waists, is going to win out on the 
 day of all days for the Irish contingent. 
 
 If there is a grocery department connected with the establishment or a special grocer wishes 
 to make a hit — Irish Whiskey for the 17th at reduced prices will mean new customers for the 
 coming year. 
 
 April Special Sales. 
 
 These are usually made interesting to housewives — offerings of carpets, furniture and home 
 fittings generally at attractive prices to appeal are made to those who are in the throes of Spring 
 house cleaning and refurnishing. Other April sales are held on Spring garments for men, youths 
 and boys as well as women and children. 
 
 Groceries get a special boom at this season as the fresh Spring vegetables can be written up 
 in a style to woo the jaded appetite, tired of winter canned goods. 
 
 Easter Special Sales. 
 
 The ad. man has a rare chance here to offer such bargains in millinery and Spring attire 
 as are certain to be in demand for the notable event in the fashion calendar. In connection with 
 this comes the gift question, as Easter ranks almost on the same plane with Christmas as far as the 
 exchange of presents is concerned. Naturally there are manv special sales that can be arranged for 
 this season. Small novelties particularly, as well as prayer books and special literature of a 
 religious character. 
 
 The Sales of May. 
 
 It may seem a little late for the Spring overcoat or suit, but many a man who has worn his 
 winter rig at Easter feels in duty bound to buy something new by the first of May. Consequently 
 in this month the ad. man offers special inducements in these garments that can do summer service 
 as well. 
 
 Negligee shirts should get a boost at this time and trunks, dress suit cases and the other 
 paraphernalia of outing come in for their bow to the waiting public, for certainly the great majority 
 of wage earning purchasers do wait for these opportunities, to get what they need at the price 
 they desire. 
 
 SPECIAL DRIVE SALES. 
 
 101 
 
 With the trees sending forth tender green leaves, of course the automobilist waxes enthusi- 
 astic over the pleasure to be derived from his " machine," and thus the advertising columns 
 burst forth with specials not only concerning the cars themselves, but automobile "get up" in 
 general. All dealers who sell goods of a sporting and outing character put in their best eflforts all 
 through this month. 
 
 The shoe dealer looks to the future and exploits a few striking bargains in oxfords and tans — 
 no page ads., but the chatty four and six-inch single columns that talk right to the point and 
 right from the shoulder. 
 
 The hardware man is not to be left behind. It is a month of upheaval and removal in the 
 domestic world and there are many articles the hardware man can supply for this month's special 
 needs. Mattings, remnants in carpets, special offerings of upholstery and furniture will always 
 appeal to the housewife who notes the worn spots and wants to refreshen at the smallest possible 
 expenditure. 
 
 Decoration Day Offerings. 
 
 This is the first real holiday of the summer and there is always a grand rush for the country, 
 consequently everything needed for the outing is oflfered at specially enticing prices. The florist 
 oflFers plants in profusion for the decoration of the graves of those to whom Memorial Day is 
 dedicated. Flags and bunting, of course, figure largely in these offerings. There is no hurrah 
 about it, as pleasure is of the subdued rather than the uproarious character on this day when the 
 dead and the living occupy public thought and attention on equal terms. 
 
 Fourth of July Boom. 
 
 Outing goods and firecrackers hold sway in the ads. of this great Day of Independence. 
 Small and large cannon, every conceivable thing that goes off with a bang, flags and fancies 
 appropriate for the occasion, are pushed forward prominently. Picnic dainties specially priced are 
 offered by the grocery department, bon bon boxes representing giant firecrackers decorate the 
 counters of the candy section. Red, white and blue ribbon is seen everywhere. It is hurrah! 
 from start to finish — for now summer selling has really begun in earnest. 
 
 Mid-Summer Advertising* 
 
 Following Fourth of July, there is usually a lull and it is just at this time that the ad. writer 
 must be especially alert. Because a great majority of the people are out of town is no reason why 
 those left in the burning city should not be attracted by specious reasoning and money saving 
 offers to swell the aisles the same as during the holiday rush. 
 
 By good advertising the summer sojourners at sea-side and mountain resorts can be made to 
 swell the mail order contingent to such an extent that their absence from the city would not be 
 known were it not for the address accompanying the liberal orders that come in after the appearance 
 of each well arranged and skilfully presented combination of goods and prices. 
 
 During the summer, the special sale of straw hats is one of its best features. You can keep 
 a sale of this kind running for a week or so with frequent change of copy. Endeavor particularly 
 in summer to inject life and crispness into all your ads. Make them as varied as possible — 
 variety is the spice of advertising life. 
 
 When the straw hats have been exhausted you can take up crash suits, light coats and vests, 
 and a general outpouring of shirt waists. You will find that women are ever ready to buy shirt- 
 waists and at mid-summer when their supply is either depleted or unsatisfactory, they are eager to 
 get bargains in that most popular woman's garment. 
 
 Many concerns who find that the "Sale of Manufacturer's Stocks" and other similar worn 
 out devices do not bring as much as they desire, resort to schemes to advertise their particular 
 
102 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 i 
 
 I 
 
 store. Sometimes they offer with every sale of clothing and furnishings a ticket for ten per cent. 
 of the sale, good in any department. They also give large umbrellas to drivers and the transfer 
 agents at such sections of the city where persons change from one line of cars to another; of course 
 these umbrellas bear the advertisement of the firm. 
 
 Other concerns give away fans and some even go so far as to offer dishes of ice cream with 
 every purchase of a dollar or more. The value of a cool store in summer cannot be overestimated. 
 This fact should be brought out prominently in the daily advertising, and you will find it one of the 
 strongest of summer arguments. 
 
 August Furniture Sale. 
 
 Dealing in futures — anticipating the winter needs of the home, the furniture buyers plan all 
 the year round for the great August Furniture Sale. It has of late years become one of the 
 greatest trade events in the annals of the big department stores. Acres of floor space are devoted 
 to it and there is a prolonged splurge in advertising. 
 
 Full and even two page ads. appear both Sunday and daily. Artists are required to get up 
 their most striking illustrative headings and the inducement of free storage until needed. is par- 
 ticularly featured in connection with the really wonderful bargains offered. 
 
 This sale lasts generally three weeks. The ads. must be varied — new inducements offered 
 and a continual harping on the fact that new supplies arriving constantly keep the assortment up 
 to the unbroken standard of the day of opening. Toward the end even these bargains are cut 
 sharply and it rarely happens that there are enough pieces left over to materially increase the regular 
 stock. 
 
 The money-saving chances are made too strong to permit this. But it is a time of prolonged 
 strain for the ad. man, for failure would, of course, be laid at his door, though success is generally 
 accredited to the buyer. 
 
 Labor-Day Preparations. 
 
 As the last holiday of the summer approaches special eflTort is put forth to induce buyers to 
 freshen up their wardrobes for the over Sunday and Monday jaunt. 
 
 Cameras are also offered to lure the tourist away for a day with Nature and a chance to have 
 the souvenirs of summer pleasure to brighten the winter home. Though this is not an event in 
 the trade world as important as some other holidays, it is well to put forth definite eflTort to catch 
 the dollar of the wage earners who make this day the round-up of summer fun before settling 
 down to winter work. 
 
 Autumn Advertisin|{. 
 
 The very first breath of Autumn means activity in the large stores. 
 
 The ad. writer now gives special thought to Autumn Merchandise in every style, and he 
 immediately plans for a fall advertising campaign, which in reality he has laid out several weeks in 
 advance of its actual commencement. 
 
 There is, of course, the desire to out-do last year's records, and special thought must be 
 given not only to the language, display and general efl^ectiveness of the ad. itself, but also to such 
 attractive window display and interior arrangement of the store as will draw trade. 
 
 The mail order department should give special attention to booklets, circulars and catalogues 
 attractively printed and illustrated. 
 
 Everything that is required for winter should be ofl^ered at this time.; special sales of fall 
 overcoats and suits for men come in on the reduction scale. 
 
 There is the argument that room must be made for winter goods, consequently bargains in 
 mid-season wear, furniture and household goods are excellent sellers in October. The grocery 
 
 SPECIAL DRIVE SALES. 
 
 103 
 
 store or department ought to do well at this time. It is a season of activity and one of the 
 busiest times of the year for the progressive ad. writer. 
 
 Hallowe'en Happenings. 
 
 Generally a special ad. is prepared for this occasion, though it is not a large one — announce- 
 ments featured in the regular store news. Every year favors for various festivals are turned out 
 in quantity, and these novelties are always eagerly sought by those who take advantage of 
 every special day of the year to celebrate appropriately. 
 
 Thanks^ivinfi Offerings. 
 
 It is to the palate more than to the person that Thanksgiving special sales are directed. 
 Prifnarily the grocery and butcher's section come out strong with specials for the table ; the wine 
 and liquor department, of course, offering the best inducements possible. 
 
 Turkey rules as the bargain oflfering in the butcher's realm ; every seasonable eatable is 
 featured. The windows show family groups at the Thanksgiving dinner. It is to be a day of 
 feasting ; prepare for it ! 
 
 China, linen, glass and silverware also come in for their share in the general price cutting. 
 Even Thanksgiving furniture gets a boom, and clothing for once takes second place. 
 
 Holiday Advertisinf^. 
 
 December — This is the holiday month. The month when gift-giving occupies the thought 
 of everyone, rich or poor. 
 
 The whole world is intent upon buying, and it is the merchant's harvest as well as the ad. 
 writer's greatest stunt. From December first until about the tenth, buying is slow. It should be 
 stimulated with logical advertising. The specious reasoning that dwells upon the advantage of 
 shopping before the rush begins should be the keynote of every ad. at the beginning of 
 December. 
 
 The best point in Christmas advertising is to dwell upon the utilitarian character of the great 
 majority of goods offered at this season. 
 
 The public has been educated to believe that useful gifts are the best. Many people do not 
 know what they want — help them out. 
 
 Suggest in your advertising that for the baby there is such and such an appropriate gift, for 
 the boy something particular in a certain line of goods, for the girl a list of articles such as young 
 girls like, for the young woman an assortment among which she will surely find something she 
 fancies, and so on up to the grandparents, catering to the individual tastes and helping bewildered 
 mortals in their selections. 
 
 Though this is a century of " know it alls," the good old fiction of Santa Claus can be 
 utilized to advantage in Christmas advertising. 
 
 There are stores which pay hundreds of dollars at the Christmas period for the construction 
 of a giant Santa Claus to please the children, and who pay generous weekly sums to individuals 
 willing to represent the jolly old saint for the benefit of the children, who look forward to the 
 holiday features of the big department stores and who naturally lure their parents to the places 
 where these exhibits are given gratis. 
 
 All advertising at any season does not stop at the newspapers ; it may travel through every 
 legitimate path — with posters, window display, counter displays and special arrangements on the 
 interiors particularly for department stores. 
 
Premiums for Catching Trade 
 
 m 
 
 Showing what others have found as enticing 
 as molasses or fly paper, but with benefit 
 si A i^ to both buyer and seller AAA 
 
 # 
 
 The premium plan will never wear out. Every generation appreciates the getting of some- 
 thing for nothing, even though every man, woman and school child in an advanced grade knows 
 that no tradesman actually gives value without there is something back of it. 
 
 There is a charm about a free present, too, that does not obtain in the mere saving of dollars 
 and cents. 
 
 It seems to be understood that the up-to-date merchant has to get down to bed rock prices 
 at certain times when drives and special sales are on, but he is not expected as a matter of course 
 to give presents unless he wishes to. 
 
 More than that, it is not possible to give premiums and presents as a continuous perform- 
 ance, or as frequently as the flourishing department store offers bargains. This is one reason, 
 therefore, why the present is so thoroughly appreciated when it is offered. 
 
 The vital principle is really this: if you decide to allow the customer a special discount of say 
 20 per cent, in order to move a large stock of goods, you can make it look like 40 or 50 per cent. 
 by selling at the usual price and using the 20 per cent, in purchasing premiums. 
 
 Thus a dollar's worth of discount will buy at wholesale about $2.50 worth of watches or 
 silverware, and sometimes more. 
 
 The tendency has been, in many cases, to offer a 60-cent nickel watch — really a cheap clock 
 affair — with say every sale of boys' suits at ^5.00, and considerable discredit therefore attaches to 
 all similar sales. 
 
 For this reason, far better results will be found by investing about $1.25 in a good gold 
 plated watch that has a fair watch movement and will give much better satisfaction. 
 
 Of course there is no set rule for premium giving, and in the following pages will be found 
 many valuable suggestions that others have adopted with success. As a rule it makes little 
 difference as to what business you find using premiums. They can be utilized by about every 
 line of trade. 
 
 Books and Magazines. 
 
 One Year's Free Subscription of one fashion paper with 
 another of greater price and prominence. 
 
 Two Handsomely Framed Pictures for five new sub- 
 scribers to a magazine. 
 
 Trips to Europe — Pull College Course — A Journey to 
 the World's Fair — all specimens of offers given by a well 
 known publication to the boy selling the greatest number of 
 papers weekly. 
 
 Book of 15 pages of Illustrations from Original Photo- 
 graphs in Cuba and Hawaii, and also our great warships, to 
 every purchaser in the book and stationers' department, no 
 matter how small the purchase. 
 
 With Each Christmas Number of Collier's— free copy 
 of Christmas Munsey's, Pearson's, McClure's, Cosmo- 
 politan, Leslie's, The Strand, or Everybody's. 
 
 Pencil Case with every pocket dictionary. 
 
 Engraving of Prominent Author with every set of works 
 by standard writers. 
 
 Glass Inkstand with Silver Top with subscription to 
 twelve volumes of Dickens. 
 
 104 
 
 Butchers. 
 
 Three Thousand Pounds of Chickens among the poor. 
 
 A Bunch of Celery with every chicken weighing three 
 pounds or over. 
 
 Ciiiars. 
 
 Lighter with every box of fifty. 
 
 Free Gilt Monograms on cigarettes ordered by the 
 thousand. 
 
 Briarwood Pipe with every purchase of tobacco. 
 
 Nickel Cigar Cutter with box of fifty 5c. cigars. 
 
 Clothing. 
 
 Pair of Boxing Gloves with every boy's suit. 
 
 Box of Crayon Pencils with every boy's suit. 
 
 Golf Cap with suits over five dollars. 
 
 Silk Muffler with man's twenty dollar overcoat. 
 
 Four Dollar Watch with every boy's suit. 
 
 Bathing Shoes with every bathing suit bought on a cer- 
 tain day. 
 
 PREMIUMS FOR CATCHING TRADE. 
 
 105 
 
 Sweater accompanying each |[ 15.00 suit. 
 
 Extra Trousers with all suits bought in special five day 
 sale. 
 
 Ten Dollars in Gold for five best essays on " Marvels " 
 clothing. 
 
 Prize Packages containing coupons for clothing given with 
 every five dollar purchase. 
 
 A Flowering Plant with every suit bought the Saturday 
 before Easter. 
 
 Pocket Memorandum to every purchaser of clothing to 
 the amount of five dollars. 
 
 Bow and Arrow with every boy's overcoat. 
 Nickel Bank with every boy's suit. 
 Clothes Brushes to every adult purchaser of ten dollars 
 worth of clothing. 
 
 Necktie with every outing flannel suit. 
 Tennis Racquet with every outing suit. 
 Cash Prizes to the first ten customers or discounts on 
 purchases. 
 
 Air Rifles with evexy youth's suit at $12.50 — for one 
 
 day only. 
 
 Three Hundred Jumpers thrown from roof of factory — 
 
 one garment every minute for five hours. 
 
 A Sled with every $5 boy's suit. 
 
 A Hat with every suit or overcoat. 
 
 A Gloria Umbrella with every $ \ o overcoat. 
 
 A Dress Suit Case with every serge suit. 
 
 Canvas Shoes with every white outing flannel suit. 
 
 At Thanksgiving and Christmas a Turkey with every 
 suit of clothing. 
 
 Confectionery. 
 
 Small Metal Curio with each pound box of bon bons. 
 
 Pocket Mirror and Bon Bon Box with five pound box of 
 best mixture. 
 
 Bon Bon Tongs with every one pound box of sixty cent 
 confections. 
 
 Credit. 
 
 Free House Rent for One Month on purchase of $150 
 worth of goods — ten dollars down. 
 
 Marble Clock with fifty dollar order — five dollars down. 
 Set of China — 5 7 pieces, with order for furnishing a four 
 room flat. 
 
 Mattress Worth $8.00 on a hundred dollar purchase. 
 
 Dry Goods. 
 
 Free Cutting and Fitting if goods are bought at a certain 
 dry goods store. 
 
 Gold Stick Pins with dress waist patterns. 
 
 Belt Buckle with two dollar purchase of dress materials. 
 
 A Silk Belt with every $1.98 shirt waist. 
 
 A Pair of Gloves with silk dress pattern. 
 
 Department Store. 
 
 Entire Proceeds of Soda Fountain to most popular 
 hospital — vote with every check. 
 
 Concerts and Vaudeville Entertainments — performers 
 receiving up in the hundreds for services. 
 
 Electrical Devices and Giant Santa Clans at Christmas, 
 distributing thousands of dollars worth of toys and candy. 
 
 Dolls and Toys. 
 
 l4irge Set of Pictures with every 50c. purchase of toy* 
 or dolls. 
 
 Large Doll with every fifty cent purchase. 
 
 Dru^s. 
 
 Bunches of Fresh Violets with every purchase of violet 
 face powder. 
 
 Com Knife with 25 coupons from boxes of corn plasters. 
 
 Chamois Sachet Bag with purchase of 50 cents or over. 
 
 Pair of Rubber Gloves with ten dollar purchase of bath 
 materials. 
 
 Cash Prizes for Solution of Rebus, contestants to pur- 
 chase bottle of a certain toilet cream. 
 
 A Package of Violet Talcum with every purchase of 
 rubber goods. 
 
 Free Specimens of Perfume to introduce a new odor. 
 A Nursing Bottle to every mother buying a kind of 
 infant's food. 
 
 A Tube of Tooth Paste with every purchase of a tooth 
 brush costing 25c. 
 
 A Bottle of Bay Rum in fancy holder with every dollar 
 purchase. 
 
 Furniture. 
 
 Sofa Cushion with every $ 1 o couch. 
 
 Work Basket with every $5 work table. 
 
 Picture in Gilt Frame — worth $1.50 with every set of 
 furniture of three pieces. 
 
 Coupon for Drawing Contest for piano on every furniture 
 purchase of $10. 
 
 Set of Dickens' Works with book case — costing $20 or 
 over. 
 
 Down Comfortable with every purchase of mattress 
 over $8.00. 
 
 Opal Glass Ljmp with every parlor suit of tapestry ur 
 velour in value over J50.00. 
 
 Oriental Rug with bedroom set costing $25 or over. 
 
 Oak Rocker with $10 purchase — rocker worth $2. 
 
 Lemonade Set with every $ i o dining table during special 
 seven day sale. 
 
 Coupons on Horse and Carriage with each 1^50 purchase, 
 paid cash down. 
 
 Four Prizes on best acrostic on the word " Furniture " 
 — prizes to be ^10, $5, $^ and $2. 
 
 General. 
 
 Box of Pencils with every lunch basket or dollar pur- 
 chase of school supplies. 
 
 Cash Prizes for nearest guess to number of beads in a 
 glass jar, coupons given with every fifty cent purchase. 
 Number of guesses not restricted. 
 
 Linen Centre Piece with every dollar purchase of house- 
 hold goods. 
 
 Free Soda Water to children purchasing school supplies. 
 
 Gold Watch to person buying the largest amount of goods 
 during a period of six months. Watch not to be less than 
 ;^ioo in value. 
 
 A Doll Free with every dollar purchase. 
 
 Four Dozen Clothes Pins with every sale of goods 
 amounting to 25c. or over. 
 
106 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 Free Ice Cream with every purchase of fifty cents or over. 
 
 Coal Ranf e to any one guessing nearest number of beans 
 in jar of general store window. 
 
 Indiaa Head Match Receiver with every purchase of a 
 dollar or over. 
 
 Groceries. 
 
 Decorated China Dish with every package of cereals. 
 
 Small China Ornament with a pound of sixty cent tea. 
 
 Canary Bird in Cage with each bag of " Millbaugh's" 
 flour. 
 
 Silver Plated Spoon with every pound of baking powder. 
 
 Coupons found in boxes of cereals, bearing letters of the 
 name of the cereal, entitle holder of complete set to gilt parlor 
 chair. 
 
 Full Set of Dishes for fifty coupons of gelatine. Coupons 
 attached only to lo cent sizes. 
 
 Bottle of Pickles with every purchase of catsup of the 
 same brand. 
 
 Package of Figs to every purchaser of one dollar's worth 
 of groceries at Christmas. 
 
 Cash Prizes for best loaves of bread from certain makes 
 of flour. 
 
 Free Cooking Demonstration and Samples of various 
 products. 
 
 Glassware and Crockery with purchases of fifty cents in 
 sugar, tea or coffee. 
 
 A Child's Chair, a lO-quart Dishpan, a Coal Hod, a 
 Steamer or a 10-quart Galvanized Pail with one pound of 
 50 or 60 cent tea or two pounds of 25, 30 or 35 cent coffee. 
 
 One Gilt Engraved TnmUer with Every 50c. Purchase 
 of Groceries — two with a dollar, and so on. 
 
 One Cup and Saucer with every pound of 25c. coffee — 
 I lemonade set with two pounds of sixty cent tea. 
 
 Large Bar of Laundry Soap with every dollar's worth of 
 groceries. 
 
 Two Shetland Ponies to two little girls clipping greatest 
 number of ads. of a certain grocery store. 
 
 Coupon for 56-piece Tea Set with every package of a 
 certain breakfast food. 
 
 A Coffee Pot with every pound of coffee. 
 
 Five Pieces of Granite Ware with five pounds of 30c. 
 coffee. 
 
 A Rve Pound Chicken with a dollar's worth of groceries. 
 
 Hats. 
 
 Hat Bands in College Colors with each young man's 
 straw hat. Hats not to cost less than $5. 
 
 Hat Brush with owner's initials with every silk hat pur- 
 chased on certain date. 
 
 Palm Leaf Fan with Panama hat. 
 
 Gilt Initials Free of Charge with every $2.50 Derby. 
 
 Hard^vare. 
 
 Preserving Kettle with purchase of $2.50 gas stove. 
 Gas Stove with every $10.00 refrigerator bought between 
 the first and fourth of July. 
 
 Ten Quart Galvanized Dish Pan with every « Bissell " 
 
 carpet sweeper. 
 
 Sixty Feet of Clothes Line for purchasers of washboard 
 or wringer. 
 
 Book Strap with every pair of skates. 
 
 One Box of Washing Powder for every purchase of dish- 
 pan. 
 
 $7.50 worth of Enameled Ware with every purchase of a 
 range. 
 
 Cup of Coffee and Biscuits with demonstration of gas 
 stove. 
 
 Hotels. 
 
 Souvenir Postals to all guests bearing pictures of hotel 
 and surroundings. 
 
 Free Coach Transportation to points of interest. 
 
 House Furnishings. 
 
 Nickel Salt and Pepper Shaker with purchase of table 
 linen. 
 
 Market Basket with one dollar's worth of merchandise. 
 Free Circus Tickets for $5 purchase of draperies. 
 Hammock and Stretcher to purchaser of $10 worth of 
 crockery. 
 
 Set of Screens with full order of awnings for a six 
 windowed house. 
 
 Rose Bush with garden tools. 
 
 Hand Painted Pin Cushion to women purchasing toilet 
 set worth five dollars. 
 
 Coupon Books for small pieces of furniture given with 
 purchases of rugs and carpets. 
 
 A Large Photo of a Famous Painting with every pur- 
 chase of a mat. 
 
 One Month's House Rent Free — nothing down — little a 
 month — a liberal offer by a fiirniture house. 
 
 A Hundred Dollars to Person Accosting a Pedestrian, 
 
 showing copy of advertisement and asking " Are you the man 
 with the hundred dollar bill ? " The one who strikes the 
 right man gets the money. Of course the scheme is widely 
 advertised before. 
 
 Gold for Brains — $ 1 00 for best trade motto for a furni- 
 ture store. 
 
 Heating Stove Set Up Complete with every $400 house- 
 hold outfit. 
 
 Installments. 
 
 Seventy-five Dollar Crib to woman making most words 
 from letters in " Our Liberal Credit System." 
 
 Diamond Ring for Child with |ioo purchase — fifteen 
 dollar cash payment. 
 
 Carving Set silver mounted, on $50 purchase — five dol- 
 lar first payment and $ 1 per week. 
 
 Jewelry. 
 
 Silver Fern Dish for opening an account of $25. 
 
 Gold Locket for most popular baby. No purchase nec- 
 essary. Voting done by coupons cut from firm's *'ads." 
 
 A Gold Watch or a Mantel Clock to person guessing near- 
 est the time a certain special watch will run without winding. 
 
 Laundry. 
 
 Cash Disconat for entire family laundry — saving of at 
 least a third. 
 
 New Collar for every torn one. 
 
 Darning and Mending Free — for bachelor patrons. 
 
 Blotter in Shape of Cuff — given free — ad. on reverse 
 
 side. 
 
 PREMIUMS FOR CATCHING TRADE. 
 
 107 
 
 Liquors. 
 
 Jug Free with every gallon of whiskey. 
 
 Pints and Quarts of Sherry and Port, Christmas and 
 New Year's, with every fifty cent purchase. 
 
 A Fine Embossed Calendar with every quart of whiskey. 
 
 Glass Decanter as Easter souvenir with every gallon of 
 sherry, claret or port. 
 
 Meat Markets. 
 
 Five Dollars to person guessing nearest weight of pig 
 shown in window. 
 
 Quart of Cranberries with every turkey purchased the day 
 before Cfuistmas. 
 
 Men's Furnishings. 
 
 Gold Collar Button with every dollar shirt. 
 
 Pair of Aruy Brushes in ebony, with order of six cus- 
 tom made shirts. 
 
 Sleeve Links with every two dollar purchase. 
 
 Coupons with every 25 cent purchase, entitling holder to 
 chance in raffle fur fine silk umbrella. 
 
 Millinery. 
 
 A Pair of Gloves with every imported hat of 1^15 or 
 
 over. 
 
 Fancy Bib with every child's bonnet costing J 2 or over. 
 
 Hats Trimmed Free of Charge if materials bought in store. 
 
 An Ostrich Plume Worth S2 with every order of over $5, 
 
 Doll with every child's hat. 
 
 Doll's Hat with every purchase of baby's boimet. 
 
 Sterling Silver Hatpin with every trimmed hat. 
 
 Jewelled Hatpin with every five dollar trimmed hat sold, 
 
 A Chiffon Ribbon Bordered Veil with every purchase 
 amounting to jji.49 or over in millinery department. Veil 
 not given unless customer presents keyword of the firm at the 
 time of purchase. 
 
 Music. 
 
 Five Yards of Wide Ribbon with every guitar. 
 Small Oak Stand or Table free with every zither. 
 Strings Free for One Year on all high grade banjos. 
 
 Newspapers. 
 
 A Piano to Teacher securing greatest number of yearly 
 subscriptions from pupils and others. 
 
 Set of Shakespeare to person obtaining fifty yearly sub- 
 scriptions. 
 
 Desk Novelties with classified want "ads." 
 
 Framed Picture of President Roosevelt on presentation 
 of fifty coupons cut from a certain issue. 
 
 Piano to Most Popular Young Woman — voting coupons 
 must be cut from paper offering piano. 
 
 Trips to Europe on same scheme of coupons, thus increas- 
 ing circulation. 
 
 Optical Goods. 
 
 Free Examination and Prescriptions for a certain length 
 of. time. 
 
 Guarantee of Eyeglass Correction with every purchase 
 of gold bowed spectacles or eyeglasses. 
 
 Eyeglass Chain with five dollar lenses. 
 
 Photoiiraphic Supplies. 
 
 Free Development if camera is purchased of certain firm. 
 Pocket Camera with every $5 purchase of supplies. 
 
 Photographs. 
 
 Enlarged Photo with every dozen of $3 photographs. 
 Every Purchaser of One Dozen $4 Photographs a lac- 
 quered gold frame with easel back. 
 
 Pianos and Musical Instruments. 
 
 A Trip to the St. Louis Fair — all expenses paid to per- 
 son sending in name of any person who afterwards within 
 six months buys a piano — no restriction on number of names 
 offered. 
 
 Nordica Appeared at Free Aeolian Concert. Tickets 
 given to everyone personally applying for same. 
 
 Railroads. 
 
 Free Excursions to new towns owned by railroads in 
 hope of booming them. 
 
 Real Estate. 
 
 House Built Free to first purchaser of lot in a new section. 
 
 Five Hundred Dollars for suitable name for new town. 
 Name to represent some special characteristic of location. 
 
 Free Railroad Transportation on application to anyone 
 interested in a new suburb. 
 
 Twenty-five Dollars for best booklet on a new town to 
 be boomed. 
 
 Silverware. 
 
 Set of Rogers Silver to first bride of New Year. 
 Silver Cup for babies who accompany parents making 
 purchases often dollars worth of silverware. 
 
 Stationery. 
 
 Die with every five quires of paper. 
 
 Shoes. 
 
 Free Hosiery with every shoe purchase. 
 
 A Pair of High Grade Robbers with every shoe purchase 
 of $2.50 or over. 
 
 A Five Dollar Pair of Shoes to person guessing nearest 
 the number of shoe buttons in large glass jar placed in window 
 of store. 
 
 Tagged Key with every dollar purchase. Keys were to 
 unlock a box in window containing twenty dollars. On a 
 certain date every customer was allowed to try his kev. 
 Only three fitted. The first successful one received $10, 
 the second $6 and the third $4. 
 
Preparation of Gen- 
 eral Advertisements 
 
 Definition, Danders, Ariiument, Dialot^ue Style, 
 
 Serial Advertisements, Name Display, Borders 
 
 and Special Designs, Ori^inatind Illustrations, 
 
 = Use of Portraits, Etc. = 
 
 The term "general" applies to advertising intended to cover the whole or a considerable 
 portion of the country, and it is radically different from local advertising that only aims to interest 
 the residents of the place where the paper is published, or the territory immediately adjoining. 
 
 The general advertiser may also come under the mail order classification, but as the latter is 
 just as separate and distinct as local advertising, I have treated it in a division by itself 
 
 The earliest general advertisers were doubtless the pro- 
 prietary medicine concerns, which flourished even before the 
 Civil War period. Owing to the little competition at that time, 
 small space and a style of copy that would now hasten the 
 arrival of the red flag, served to build fortunes for those who 
 had some available cash and plenty of brains and pluck. 
 
 Later, other lines went in for general advertising, and to-day 
 practically every industry from cereals to sporting goods is repre- 
 sented, and its product sold by thousands of retailers in every 
 state. 
 
 The general advertiser employs for the most part the 
 magazines and national weeklies, and he aims to present to the 
 readers such arguments and convictions that they will respond 
 by demanding the advertised goods of their dealers, and refuse 
 substitutes. The retailer goes to his wholesaler, and the latter 
 in turn sends his order direct to the manufacturer. 
 
 Beyond question, this form of advertising is most treacher- 
 ous. While under favorable conditions it will pay, and pay big, 
 yet unlike the mail order advertiser, whose key system and direct 
 dealing with customers insure absolute knowledge of conditions 
 and results at all stages, the general or "publicity" advertiser is 
 almost wholly in the dark from the start, and until such time as 
 the jobbers' orders have placed the balance on the right side. 
 This may take three months, a year or even more, depending 
 largely on whether the product is a great novelty, a marvelous 
 improvement readily shown in the advertising, etc., and whether 
 there is great competition or none at all. 
 
 The complexity of conditions of the average new product 
 is such that any specific classification of rules would be harmful 
 and misleading. What would benefit one might ruin another. 
 I will therefore consider in this connection principles only. 
 
 Take one line of business alone — druggists, 50,000 of them. 
 It would seem as though a quarter-page ad. in many of the 
 
 No changes. 
 
 No uncertainties. 
 
 Every loaf 
 
 light 
 
 moist 
 
 delicious 
 
 — K you want 
 
 this certainty 
 
 on baking day 
 
 use only 
 
 1^: WASHBURN-CROSerS 
 
 Gold Medal 
 
 FLOUR 
 
 The finest flour made 
 Richest in nutriment 
 Most economical 
 
 1. YUCO-the New Wheat Food 
 —have you tried It? 
 
 WHhburn-Crosby Company, 
 Minneapolis,' Mina. 
 
 Specimen No. 30. 
 
 lOS 
 
 PREPARATION OF GENERAL ADVERTISEMENTS. 
 
 109 
 
 
 ^^"' 1 
 
 Squills, Pills, or Muscle? 
 
 PatibnT. — "Doctor, I still feel weak and played 
 out. The tonic you gave me improved my appetite, 
 but it hasn't stren^hened my body and muscles. 
 I thought you said it would ' build me up'." 
 
 Doctor. — " Certainly not ; you are mistaken. I 
 said the tonic would give you a good appetite, but 
 you must take exercise to make muscle. Nothing is 
 equal to a bicycle for the daily constitutional, pro- 
 viding you ride a machine like the Victor, which is 
 undoubtedly the best. I have ridden one for the 
 last two years, and know that it has more good points 
 thau all others combined. I sold my horse yesterday. ' ' 
 
 L 
 
 OVERMAN WHEEL CO. 
 
 BOSTON. WASHINGTON. DENVER. SAN FRANCISCO. 
 
 Monopoly Broken. 
 
 Passenger. — "Well. Longhour, you seem to be 
 looking fresher lately— less careworn. Mother in- 
 law been off and got married ? " 
 
 Conductor. — "Not much ; she is different from 
 most of 'em. Sweet as an angel. The fact is I don't 
 have to work as hard as I did last winter. Just look 
 at my freight — one girl, an old maid aunt, and four 
 cripples. Ought to have thirty on this supper trip, 
 but the cycle craze has ruined it. Twenty of my 
 regular passengers have bought Victor bicycles and 
 go to and from the city and Highlands twice a day, 
 while this car goes empty. Victors are great hill 
 climbers, or it wouldn't be so." 
 
 OVERMAN WHEEL CO. 
 
 BOSTON. WASHINGTON. DENVER. SAN FRANCISCO. 
 
 Specimen No. 31. 
 
 Specimen. No. 32. 
 
 national publications ought to create a demand in several thousand of these stores, say one in ten. 
 It is easy to hypnotize oneself with the idea that on say a dollar preparation giving the manu- 
 facturer a profit of at least forty cents a bottle, and each dealer selling 
 an average of one bottle per day, a gross profit of $2,000.00 per month 
 can be realized on an advertising expenditure of a few hundred dollars. 
 But alas, such results are not possible, neither are they obtainable in 
 any line where the goods are not staple and salable to some extent even 
 without advertising. 
 
 Proprietary remedies can only be sold by the manufacturer first 
 creating a large demand through extensive advertising, and by local 
 introduction, while the corset manufacturer by a comparatively small 
 advertising outlay in publications like the Ladies' Home Journal, 
 Woman's Home Companion, Delineator, and some of the best 
 national magazines, can aid his salesmen in selling dealers everywhere. 
 
 The reason is this : the druggist has plenty of preparations of his 
 own make for all diseases — no retailer makes corsets. There is never 
 any steady demand for a certain remedy save by continuous advertising, 
 and the druggist cannot afford to push it when he can make more on 
 his own goods. More than that, he cannot sell much of any line 
 without publicity. Corsets, on the other hand, are as staple as 
 sugar, and the dealer who happens to buy an over supply can always 
 get rid of any surplus stock without any loss. Specimen No. 33, 
 
110 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 Blackstone, Chitty, Victor, et al. 
 
 Friend.— " Come, Webster, put up Blackstone 
 and come to the ball game with me this afternoon. 
 There's going to be a oig crowd, and it will do you 
 good to get a little exercise." 
 
 L.\WYER.— "No, thanks, Brown; I don't get a 
 great many afternoons off, but when I do I spend it 
 on the avenue with my new Victor Bicycle, for the 
 benefit of my health as well as pleasure. You don't 
 catch me jamming myself into a crowd of ball cranks 
 and getting lamed up for a week. Better buy a 
 Victor and complain less about stiff joints and weak 
 ankles. Eh?" 
 
 BOSTON. 
 
 OVERMAN WHEEL CO. 
 
 WASHINGTON. DENVER. SAN FRANCISCO. 
 
 With this preliminary explanation, an ex- 
 amination of standard general advertisement 
 construction will be in order. 
 
 Pure Publicity Advertisinti a Snare. 
 
 The first common error is in supposing 
 that the sole object of the general advertise- 
 ment is to attract attention and impress people 
 with the name of a given product. Years ago 
 when there was but little general advertising 
 the effect of an ad. constructed on the mere 
 "publicity" line was from ten to a hundred 
 times greater than is possible under present 
 competition. 
 
 Specimen No. ^^^ is a pure publicity effort, 
 and a good one for an old advertiser, whose 
 goods have been on the market for years. 
 But for introductory purposes, it would ac- 
 complish little. Even for such a product as 
 Carter's Ink, this particular ad. is only worth 
 a few insertions as a novelty. 
 
 For the new ink, there must be a presenta- 
 tion of facts which will interest, and convince 
 ink consumers that it will give better satisfac- 
 tion, insure permanency, etc. Thousands of 
 
 dollars are constantly fooled away on ads. that illustrate no vital point, create no favorable im- 
 pression nor give good reasons for patronage. 
 
 Very often an advertiser will say, " I keep up a 
 
 certain amount of advertising, and can see certain 
 
 results — that which isn't noticeable I credit to pub- 
 licity." 
 
 Now all these "reminder" ads. which are mere 
 
 pictures without chat or argument, may look pretty, 
 
 but no new advertiser should waste a dollar on them, in 
 
 publications. In street cars, a combination of colors 
 
 in large space may be effective in keeping the name of 
 
 a product alive after regular, argumentative periodical 
 
 advertising has created a market. 
 
 When I began advertising bicycles in the early 
 
 days of the industry, I found only one manufacturer 
 
 who employed an advertising man and made any at- 
 tempt to advertise systematically. The other makers 
 
 got along with an occasional change of copy that 
 
 amounted to little. The leader just referred to, 
 
 however, although doing his best to keep ahead, 
 
 did not properly grasp the situation, and as a result 
 
 his ads. were mere pictures of touring wheelmen, amid 
 
 rustic scenes — no arguments. 
 
 Specimen Xo. .34. 
 
 While at this period people had to be educated 
 
 not another special feature exitted in Victor Bicycles except 
 the Victor Spring Fork, that alone would entitle us to the everlasting 
 gtatitude of wheelmen who look for comfort as well as speed and 
 durability. 
 
 And if every rider understood its superiority it is probable that our 
 two mammoth factories would have to be doubled, perhaps quadrupled, 
 to meet the demand. 
 
 As it is. we are working day and night : we arc cramped. Next 
 year there's no telling what we may do for more room. 
 
 Have you seen our '91 Victors ?— eight models in all 
 
 OVERMAN WHEEL CO. 
 ■orron. wMMiNoToi.. dinvih. (am riiAMcitce. 
 
 Specimen No. 35. 
 
 V 
 
 PREPARATION OF GENERAL ADVERTISEMENTS. 
 
 Ill 
 
 to appreciate the great benefits of wheeling, 
 yet, as I very quickly demonstrated, it was 
 also possible to add good argument as to 
 the superiority of the particular bicycle I 
 was advertising. Eventually the older 
 concern saw the necessity of adopting my 
 ideas. 
 
 And I want to add that the mere 
 " publicity " effect of that original adver- 
 tising probably cost the rival company 
 several fortunes. 
 
 Arciument in Advertisinfi. 
 
 In commencing this talk I am going 
 to refer to Automobile advertising, because 
 it is " all the rage," and a live subject in- 
 variably affords more interest than a dead 
 one. 
 
 To-day there are scores — maybe hun- 
 dreds — of auto manufacturers, each striving 
 tooth and nail to find buyers. To find 
 them in large numbers, more or less ad- 
 vertising in the national publications is 
 necessary. An examination reveals a pe- 
 culiar condition. These ads. instead of 
 attempting to educate the readers on the 
 many points of superiority — real or claimed 
 
 A. 6. SPAL0IN6 & BROS., Special Ag»nti, 
 
 This is the wheel that hy done more for perfect bicycling than 
 any other. 
 
 The tramp of tired feet grows fainter and fainter — the tramp of 
 progress both faster and easier — mostly on Victors. 
 
 You must come to it finally — why not now ? 
 
 Have a Victor catalog 
 
 J 
 
 Specimen No. 37. 
 
 :^w?mw?wmn?mi^ 
 
 It is no longer a question of desir- 
 ability — that of cycling. The real 
 point at issue is "which bicycle is 
 best?" 
 
 And the answer? 
 
 Victors : first in tires and improve- 
 ments. 
 
 OVERMAN WHEEL CO. 
 
 BOSTON. 
 
 WASHINCTOM. 
 
 DENVER. 
 
 •AN FRANCIteO. 
 
 
 Specimen No. 36. 
 
 — are for the most part mere cuts of cars, with price, 
 and possibly some catch phrase or hot air that con- 
 vinces no one. 
 
 Now read specimen No. 44, and see what pos- 
 sibilities are within the grasp of one who knows how 
 to write good copy. And when it comes to the 
 question of springs in an auto, there isn't the slightest 
 doubt about the Winton receiving the credit for 
 having the best. 
 
 This advertising will do vastly more than give 
 publicity — it will carry conviction and sell the most 
 goods. 
 
 No matter what the article is, it must have 
 selling points, and these should be brought out in 
 the ads. 
 
 Advertising is salesmanship, pure and simple. 
 Imagine a salesman calling on the trade and merely 
 dumping on the counter a sample or photograph with 
 the statement "it sells like wildfire," or "we have four 
 
U2 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 I 
 
 Y^le Oil is the greatest external and internal 
 remedy known to the science of Pharmacy. It 
 is superior to liniments and Jamaica Ginger, and 
 will cure where all others fail. 
 
 Absolute in Chronic Diarrhoea, Asiatic Cholera, 
 Cholera Morbus, Cholera Infantum, Dysentery 
 and all Summer Complaints. 
 
 Works wonders in Rheumatism, Neuralgia, 
 Sprains, Spinal Troubles, Toothache, Chilblains, 
 etc. Price 50 cents. 
 
 Specimen No. 38, 
 
 For 
 Sprains 
 
 Specimen No. 39. 
 
 styles — each a leader in its class," etc. No, such a 
 drummer would be fired in short order, because he 
 couldn't earn his salt. 
 
 Well, fortunes are squandered on advertising 
 that has nothing to recommend it to readers. 
 While a single ad. cannot tell the whole story, it 
 can tell a little each time, or inspire new confidence 
 by a well written style, where there are few real 
 points to argue, and thereby gain the public con- 
 fidence. 
 
 In the argumentative group specimen No. 2 5 
 touches upon an important feature in combination 
 with the "eye blazer" effect, and I believe this was 
 the first black background of its kind to appear in 
 the magazines, occupying a full page. 
 
 Specimen No. 48 is also a direct argument, 
 since any exclusive improvement that reduces tire 
 terrors must appeal to every wheelman. This ad. 
 in its original form occupied both single and double 
 columns in daily papers. The imprints are omitted 
 in the majority of specimens, as they are of small 
 importance. 
 
 I admonish the ad. writer to lose no time in 
 getting possession of all the facts connected with a 
 given product. Classify them and prepare many 
 announcements, each exploiting but one point. 
 Follow this by combining two or more, and practice 
 the introductory feature. Specimen No. 45 is 
 practically all introductory — hot air — and was use- 
 ful in a series of daily paper ads. after its predeces- 
 sors had hammered out all the superior points. 
 This effort could be joined with the text in speci- 
 men No. 48, with good effect. 
 
 Study these features and work along the right 
 lines. 
 
 Specimens Nos. 30, 42 and 43 show how at 
 tractive designs may be combined with argument 
 and made interesting. The repetition of "Yuco" 
 in No. 42 seems unnecessary and reveals too much 
 anxiety to impress the name. To do this effectively 
 simply have the artist draw the one at top nearly 
 twice as large, and dispense with the bottom name, 
 even though a slightly different arrangement is 
 adopted. Specimen No. 43 is particularly good, 
 since its theme is cost saving, and this always 
 appeals to the majority of housekeepers. 
 
 Don't use trade marks or other undecipherable 
 coats of arms in ads., save in rare instances, and 
 never as the leading feature. 
 
 PREPARATION OF GENERAL ADVERTISEMENTS. 
 
 113 
 
 ?y??t???^ m m! 
 
 £ 
 
 Fulton built the "original" American steamboat, but the Hudson River 
 
 floating palaces of to-day are immeasurably 
 superior. 
 
 Being first in a field may make a 
 reputation tor a day — perhaps a year — buL 
 of value no longer than true merit survives. 
 Leadership means superiority, 
 oldest" or "original" American bicycles — they are 
 
 Fulton built the "original" Ar 
 
 Motor 
 
 Victors are not the 
 simply the best bicycles. 
 
 Why? 
 
 Because no others are 
 made so well ; because no others 
 are equal in tires, spring forks 
 and general improvements; 
 
 because Victors make the pace ^a^^^- ^^ ~— m — — — — 
 
 in advanced construction and have more valuable ^^ points than all other bicycles 
 combined. Shall we send you a catalog? 
 
 OVERMAN WHEEL CO. 
 
 Bicycles 
 
 t^ 
 
 BOSTON. 
 
 WASMINOTON. 
 
 DENVER. 
 
 SAN FRANCISCO. 
 
 ^iiiiiiiiiiiiUiiiii 
 
 sc 
 
 Specimen No. 40 (Double Border EfTect). 
 
 The Dialogue Style. 
 
 A pleasing variation from the usual effort is shown in specimens Nos. 31, 32 and 
 known as the " Dialogue Style," which ordinarily 
 denotes an artificial or imaginary conversation, gen- 
 erally between two persons. It is useful chiefly 
 where solid argument has had its innings for some 
 time and a change is wanted. It is not particularly 
 good for a new proposition, when the public is in 
 ignorance of the product. 
 
 There should, of course, be some moral con- 
 nected, and argument as to superiority can be in- 
 troduced. ___ 
 
 1 'fl'l/i 
 Serial Advertisements. 
 
 Two styles are represented under this division 
 — one good, the other bad. The first is a series 
 of ads., each complete in itself, but making the 
 illustrative feature appeal to a different class of con- 
 sumers while retaining the chief characteristics of the 
 " idea." The second is a series that keeps the public 
 guessing until the last complete ad. is published. Specimen No. 41. 
 
 34, and is 
 
 Tbr Sore 
 
 Muscles 
 
114 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 J^^P'aII Round 
 
 )^ Wheat Food ^ 
 
 Different from any other ce- 
 real food, in flavor, prepara- 
 tion and uses. For break- 
 fast, for dinner, for supper — 
 for every meal and every day. 
 There is a new way to pre- 
 pare it each time— dishes that 
 will satisfy the old folks and 
 delight the children. 
 
 The recipe book which accompanies'each two 
 
 pound package tells you of its uses. If your 
 
 grocer does not keep it send us his name and 
 
 we will-wnte you where it can be procured. 
 
 Prepared by the 
 
 WASHBURN. CROSBY CO. 
 
 Minneapolis, Minn., makers 
 
 of the famous Gold 
 
 Medal FLOoa. 
 
 ^How Many 
 
 How many cups of flour do you use in 
 
 a batch of bread? How many cups to a^ 
 
 loaf? No matter how jour recipe reads use 
 
 one-fifth more water when you use Gold 
 
 Medal Flour. You'll secure better results and 
 
 more bread. 
 
 It's an established fact that Gold Medal Flour 
 makes from 40 to 60 more loaves to the barrel 
 than ordinary flour and over 20 loaves more 
 than the highest-priced flour on the market The 
 average is forty loaves. Forty loaves at five cents 
 each means $2.cx} a barrel saved by the use of 
 
 WASHBURN, CROSBY'S 
 
 Gold Medal 
 FLOUR 
 
 Take this into consideration when you buy flour. 
 Then remember that Gold Medal Flour is made 
 from the best Spring wheat grown in the finest 
 wheat growing district in the World, and con- 
 tains more nutritive value than any other flour 
 milled- There isn't a question as to which 
 flour the careful housewife will use if she 
 stops to think. Gold Medal Flour is milled 
 to meet the needs of thinking housewives. 
 WA5HBURN. CROSBY CO., MinneapoiU, Minn 
 
 
 '"W'l 
 
 t.)iiii//.; 
 
 C. C. BUSE, Buffalo, 
 Distributing Agent for Cold Medal Flour. 
 
 Specimen No. 42. 
 
 Specimen "So. 43. 
 
 Specimens Nos. 38, 39 and 41 show how effective the right idea can be made 
 in serial order, and I doubt whether these Yale Oil ads. have ever been equalled. 
 The text matter is given only with the first one, and it is probably unnecessary to 
 say that the others originally were complete in this respect. A portrait and testi- 
 monial could also be added with telling effect. 
 
 I recall a series of blind ads. that appeared in Boston dailies many years ago, and regret I 
 did not preserve them as models to avoid. It took five days to develop the word Ozone, begin- 
 ning with the letter O, followed the second day by Oz, and so on. The letters came up from 
 behind a hill, about as the sun rises above the horizon. 
 
 Advertising is too important and costs too much cash to be made a puzzle. People are too 
 busy to bother about what is coming, and at best an effort of this kind can only be called " pub- 
 
 PREPARATION OF GENERAL ADVERTISEMENTS. 
 
 115 
 
 Why Winton Twin=Springs 
 Save Tires. 
 
 A PNEUMATIC TIRE is just a sensitive Spring. 
 Its compressed air cushion responds to a thousand 
 minor vibrations that never reach the Steel Car- 
 riage Springs. 
 
 And every vibration is a Bounce, in miniature. 
 There are just so many Bounces in the life of any 
 Pneumatic Tire. 
 
 You may therefore figure Tire-cost at so much 
 per bounce. 
 
 And, that cost is tremendously high when compared 
 with the cost, per bounce, of Spring Steel. 
 
 But, the regular steel springs on Motor-Cars are too 
 stiff to do the work of Pneumatic Tires. 
 
 Because, these steel springs must be made stron g 
 enough to receive the hardest shocks, with the heaviest 
 loads. 
 
 Thus they cannot be made light enough— sensitive 
 enough— to relieve the Tires of the^million minor bounces 
 per hour. 
 
 And so, the Pneumatic Tires must do 90 per cent, of 
 the springing. 
 
 That's why they wear out, and are such an expensive 
 item in the year's running. 
 
 That's why the Twi n-Springs of the " 1905 Winton " 
 were invented and patented. 
 
 Because, each of the four Winton Springs is really 
 two springs in one, or eight springs on each carriage. 
 
 Note that the car-body, and the Motor, ride (in the 
 Winton) on the thin steel of the upper springs. 
 
 These upper springs are so sensitive that they 
 respond even quicker than the Tires to slight vibrations, 
 and minor shocks. 
 
 Thus they do most of the "spring" work before the 
 Pneumatic Tires can do it. In this way they relieve the 
 Tires of about two-thirds the Bouncing that wears them 
 out. 
 
 Figure that out in dollars and cents and you'll see 
 its importance. 
 
 But these sensitive springs would be impracticable 
 on a car without the Winton auxiliary springs, v/hich are 
 shackled^nearh them for emergency work. 
 
 When running over rough roads, or with heavy 
 loads, the sensitive upper springs receive the support 
 of the lower springs "every time the Car bounces over a 
 railway track, or over a "thank-ye-mum." 
 
 These auxiliary springs then come into action only 
 when needed7~relieving the Tires of their severest work 
 and their most destructive strain. 
 
 Consider what these Winton Twin-Springs mean to 
 the life of the Motor, as well as to the wear of the Tires. 
 "Consider thiTdouble comfort they give in riding over 
 average country roads. 
 
 Consider the greater speed you can drive a Winton 
 at, when you know that the Motor, Tires and Passengers 
 are insured against jar, by these compensating springs. 
 
 No other Car can use these Twin-Springs. Because 
 they are an exclusive and patented Winton feature. 
 
 There are seven other features as exclusive as these 
 sensitive springs, in "The Winton of 1905." 
 
 Drop us a line to-day and let us tell you about them. 
 
 THE WINTON MOTOR CARRIAGE CO. 
 Cleveland, Ohio. 
 
 Specimen No. 44. 
 
 Hcity," since the merits of the article can only be 
 made known by open methods. Life is too short 
 to waste a day, and good direct advertising will 
 drown every vague effort. 
 
 Name Display. 
 
 One of the best features for the new general 
 advertiser to adopt is name prominence, which calls 
 for special display-lettered titles. Specimens Nos. 
 35. 37» 38, 39, 40, 41, 42, 45, etc., show the idea. 
 Each name is pen lettered by the artist, to give that 
 individuality not quite possible by standard display 
 type. Nos. 30 and 43 may be compared in this 
 respect. Practically the title or name in Nos. 40, 
 45 and 47 is now the Powell Series, but when I 
 had the original drawn nearly fourteen years ago, 
 there was nothing like it. 
 
 Many shoe, piano, and other manufacturers 
 who advertise largely adopt a certain name style for 
 the product and never use anything else. This is 
 particularly good at the beginning of a campaign, 
 but I see no reason for its slavish use. Indeed, 
 variety is restful, and the single idea can be carried 
 too far. When I prepared the Yale Oil series 
 years ago, I utilized the large Y scheme merely 
 long enough to show the various uses. 
 
 The same general instructions I have men- 
 tioned in retail advertising display apply in general 
 ad. work. Don't use a display line that has no 
 application. 
 
 Borders and Special Designs. 
 
 General advertising is not as a rule watched 
 with such interest as local advertising. The latter 
 is news that absolutely concerns the whole com- 
 munity, while the general ad. usually has to force 
 itself upon an unwilling or unconcerned public. 
 
 This, then, calls for the "eye blazer," the 
 " attention-arresting " ad. that stands out like a sore 
 thumb and intrudes its proposition. As certain 
 lines of general advertising become fixed and stand- 
 ard, it is less and less necessary to resort to un- 
 usually black effects. A beaurifully proportioned 
 advertising design, having well-developed symmetry 
 and a catchy illustrative idea, will always command 
 attention, which in turn practically insures the read- 
 ing of the text matter. 
 
 I advocate the use of special drawings em- 
 bodying good advertising ideas, but I cannot too 
 
116 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 -> 
 
 Victor 
 
 Bicycles 
 
 No need to remind you that cycling 
 is the grandest, most exhilarating, most 
 healthful sport in the world. 
 
 Less need of saying that Victor 
 Bicycles lead. It s a long established 
 fact, known wherever cyclmg is known 
 
 strongly condemn a mere black patch because some 
 " psychologist " thinks this better than type. 
 
 Always seek contrast in design, and very often 
 the display lines can be type in connection with 
 a good illustration. 
 
 Originating Illustrative Ideas. 
 
 Many years ago I was engaged to prepare a 
 full page ad. for a leading soap, to be inserted in a 
 woman's publication of the Ladies' Home Journal 
 class. Something was wanted to emphasize the 
 superiority of this particular soap as a promoter of 
 the quick, easy wash. This is what I produced — 
 -from Maine to Cahfornia, Canada to an illustration occupying two-thirds of the page, 
 
 and showing the back yard of a city house, with a 
 
 wash woman carrying a basket of dirty clothes to 
 
 the tub. I paved the yard with cakes of the soap 
 
 instead of brick, and had the title " B 's Soap 
 
 - _— . - ^ TN xv Paves the Way to An Easy Wash." About a 
 
 ^VmA \\T^^*mtA Do you move With r i ■ 
 
 1 nC W OriCl it? Are you satis- quarter of the page was given up to text matter in 
 
 Mexico. 
 
 A catalog at your service. 
 
 Specimen No. 45. 
 
 Moves 
 
 fied to move along 
 as your grandfathers did be- 
 fore you ; patient and plod- 
 ding, so long as you get there sometime ? 
 
 If you are going to win you must be awake ; 
 you must "get there" the short way. A 
 bicycle will help you. 
 
 There are bicycles 
 of every degree — 
 good, fair, bad. We 
 talk only of the best 
 —VICTOR. Made of 
 the finest materials/ 
 
 by skilled mechanics, in the largest and best 
 appointed bicycle plant in America. 
 
 Do you want an art catalog telling all 
 about it ? 
 
 Overman Wheel Co. 
 
 Bacton. Washington. Denver. San FranciKo. 
 
 Specimen No. 46. 
 
 1 8 point Old Style. 
 
 The illustrative ideas as shown in Specimens 
 Nos. 15 to 19 are not suitable for general adver- 
 tising, as they are semi-humorous and only avail- 
 able among home people. Specimen No. 36 shows 
 a " refreshing " idea, and I have already referred to 
 the attractiveness of No. ;^2- 
 
 Use the product in producing the illustrative 
 idea if possible, and many further good examples 
 will be seen in later chapters. Try to hit the mark 
 instead of avoiding it. 
 
 Use of Portraits. 
 
 I have often been asked if the use of the ad- 
 vertiser's portrait is good. It depends. If the 
 business is of a professional nature, yes — otherwise, 
 no. True, Gov. Douglass gained notoriety in this 
 way in connection with his I3 shoe, but he began at a time when Lydia E. Pinkham was about 
 the only other individual resorting to this style. A face that lacks character or looks like a thug 
 is about the poorest thing possible. 
 
 Practical Suddestions. 
 
 The beginner who undertakes to prepare general advertisements is usually required to 
 originate and lay out a well balanced combination of illustration and text, in which the former is 
 really the first consideration, since the article to be advertised ought to stand out plainly and arrest 
 the attention of readers who are likely to be interested. This calls for a different plan than is 
 followed in retail work, as there is usually much less space at the writer's disposal, and much less 
 to be said in the text matter, especially in quarter-page and smaller magazine ads. This is also 
 true to a great extent in dailies and weeklies, although the cheaper rate here permits the display 
 
 PREPARATION OF GENERAL ADVERTISEMENTS. 
 
 117 
 
 than is deemed 
 
 of the general ad. in larger space 
 wise in the monthly publication. 
 
 But as stated, the first consideration of the 
 general ad. should be design and illustration. Sup- 
 pose we have a quarter-page magazine ad. to prepare 
 for garters. Instead of merely showing a cut of the 
 article, let us devote say 2}i inches depth and full 
 width to an illustration of a pair of legs from below 
 the knee, one sock held by the garter and the other ^^ ^jj^ ^^^ ^^^^ ^'Jl 
 
 without, badly sagging. This leaves 1^x2^^^ 
 
 inches for text, and the name would look well in a Qj^^Qy \llQ 3.11(1 loOK 
 special pen-lettered design, as " Hold-up Garters." ^ /- < ■•' -» 
 
 In a 2-inch ad. a good effect could be produced by better, 1661 DCtter, WOfk 
 
 showing one leg only, with the garter occupying 
 
 Victor 
 
 Bicycles 
 
 Ride a Victor and 
 
 better. 
 
 Specimen Xo. 47. 
 
 15^ inch in width by 2 inches depth, leaving 
 about 1 3/8 inch by 2 inches for text, which would 
 call for a good name display and a couple of para- 
 graphs in about 8 point Roman. A mere enumera- 
 tion of points is about all that such a limited space 
 can take care of. If the garters have been advertised 
 some time, then a variation could be adopted by 
 having a four or five-line paragraph in large text 
 type, something after the style in specimen No, 6, 
 but with the name well displayed above the text. 
 
 From this learn to apportion the illustration 
 and design according to the space, and so as to get 
 the biggest show, not forgetting to leave room 
 enough to tell something that will influence the 
 
 prospective customer. 
 
 As space increases there can be more text 
 
 matter proportionately. Take life insurance adver- 
 tising — that badly abused branch for which large 
 
 sums are annually wasted for printing the veriest 
 
 tommy rot that couldn't possibly interest anyone. J| Y'OUr tlHie IS WOrtll 
 
 Almost any insurance ad. will do for examination, -^ ^ , < . . . 
 
 excepting those of the Penn Mutual of Philadelphia, anything, thlS IS impOr- 
 
 which certainly argue more in two inches than 
 
 others do in a page. One casualty company ad. tant. 
 
 now before me takes a half page to display the name 
 
 in ordinary type, give a list of officers, and display 
 
 the titles of nine forms of insurance dealt in. Then 
 
 follows in 8 point text a lot of dope talk about 
 
 assets, confidence, reserves, etc: Now wonderful 
 
 opportunities await the insurance company that gives Specimen No. 48. 
 
 a brief primary lesson in each ad., and in such a 
 
 chatty way that thousands will send for booklets telling the whole story, and these in turn should 
 
 be as interesting as the real estate booklet reproduced in this work. Say something vital and say 
 
 it interestingly. Look over good specialty ads. and note the real points brought out ; also note 
 
 vital omissions. 
 
 Five Minutes 
 For Repairs. 
 
 Tlie Victor Pneumatic 
 Tire kas tke only inner 
 tube wkick can be re- 
 moved, m case oi punc- 
 ture, and a new one in- 
 serted in five minutes. 
 
Management of 
 General Advertising 
 
 Vital Factors, How to Start the Gampaiiin, Value 
 of a Proprietary or Trade Name, Prices and Dis- 
 counts, Salesmanship and Advertisinii, Local 
 
 Introduction, Etc. == 
 
 In starting a new advertising campaign to cover the country it will be well to bear in mind 
 these cardinal factors : 
 
 First, mere merit alone will not sell goods or gain a national reputation, hence the adver- 
 tising appropriation cannot be curtailed on the strength of virtue. 
 
 Second, the product must have a proprietary name or trade-mark for protection. 
 
 Third, the proposition should be made attractive to retailers and jobbers. 
 
 Fourth, sufficient time must be allowed for the advertising to take effect. 
 
 Fifth, the selling plan must be comprehensive and support the advertising. 
 
 Sixth, salesmen should be employed, instead of waiting for the trade to send in orders. 
 
 Seventh, certain staple articles of daily consumption will achieve quicker success through 
 moderate magazine and national periodical advertising, and immediately supplemented by local 
 advertising and demonstration, taking section by section. 
 
 Eighth, the trade should receive advertising matter, prices, etc., shortly after the general 
 advertising starts. 
 
 Ninth, the advertisements should when possible aim to get requests for catalogs and booklets. 
 
 Tenth, the entire campaign should be thoroughly laid out from start to finish — both adver- 
 tising and salesmanship — before a dollar is expended on publicity. 
 
 I assume as a matter of course that the manufacturer or dealer who is about to explore new 
 fields has already solved the question of production, cost and profit; and that he has sufficient 
 capital for the new venture, if conducted on rational lines. 
 
 One more important fact should be stated before proceeding further — well advertised products 
 possessing merit will command from 25 per cent, to j^H P^"" ^^^^' better trade prices than un- 
 advertiscd articles. 
 
 Another fact — consignments of advertised goods to retailers, to be paid for when sold, 
 almost invariably defeat the purpose and result in loss. 
 
 And as a parting admonition before going further, I want to advise the supplying of the retail 
 trade through the regular jobbing or wholesale houses who will take advantage of all cash dis- 
 counts and thus insure the advertiser against losses and retail conditions, the existence of which he 
 can know little about. 
 
 How to Start the Gampaiiin. 
 
 First determine how extensive the operations are to be; whether a lump sum, say $25,000 or 
 150,000, is to be devoted to a year's advertising, or whether a few hundred dollars for three or 
 four months only are to be experimented with. Consult some advertising agent of high standing 
 and get his advice as to mediums, size of space, cost, etc. His commissions from publishers are 
 generally sufficient, so that the advertiser is seldom asked to pay more than publisher's regular rates. 
 
 After a definite, final plan is once agreed on, don't continually tinker and alter it. Of course, 
 this calls for a very thorough analysis of the whole matter, and there should be no undue haste. 
 It doesn't pay to go much by theory unless there is common sense and, if possible, some 
 118 
 
 MANAGEMENT OF GENERAL ADVERTISING. 
 
 119 
 
 precedent, to insure success. Get at every vital fact connected with competitors— their prices and 
 discounts, their methods of distribution, etc. Take as little for granted as possible, and when you 
 have everything in hand, go ahead and don't allow anything to deter you from carrying out your 
 plans. Don't get nervous and over-anxious, and expect immediate results. 
 
 As I have said, the manufacturer of staples need not spend large sums in national advertis- 
 ing, if he will be content to let them prove in a small way the percentage of possibilities. Large 
 campaigns for new advertisers ought, in almost any event, only to follow moderate advertising 
 effort. Say a manufacturer introduces a new specialty; he can take from four to eight inches space 
 in the Ladies' Home Journal and have his salesmen show the ads. to retailers. • This is an old 
 plan, and generally wins if the article comes in the standard necessity class, which precludes loss 
 if the advertising fails to convert consumers. 
 
 As substantial progress is made more space can be taken, and the wisdom of keeping down 
 this expense until the greater part of the trade has been interested, will be apparent. 
 
 Value of a Proprietary Name or Trade Mark. 
 
 I was once consulted by the president of a large New Jersey rubber company, who explained 
 that they did a large business, yet the net profits were scarcely more than five per cent. It was 
 the old story of manufacturing almost every conceivable specialty for jobbers and others who 
 advertised under protected names and thus reaped the big harvest. He admitted the folly of his 
 course, and desired advice for the purpose of creating their own specialties. 
 
 Many others having complete plants are similarly situated, and it seems strange that they do 
 not make the most of possibilities. Cutting out the big profits of the middlemen is getting to be 
 the order of the day, and good advertising is the surest factor in the operation if properly 
 undertaken. 
 
 Again, a soap manufacturer who wanted to put up his finest brand under a trade name was 
 willing to spend ^50,000 in advertising if he could be sure of making as much profit the first 
 year. It did not occur to him that getting his money back in this time would be pretty fair 
 progress, and that if by the end of the second year he could again turn over this advertising 
 capital and make say ten per cent, on the investment, his business would readily sell for a big 
 bonus. In a few more years he ought to retire very rich if so inclined, for once a staple gets m 
 a position whereby it can spend fortunes in yearly advertising it is a bonanza. 
 
 If the $50,000 comes back in a year, and 1 100,000 is put into advertising the next year, and 
 so until the limit is reached, it is plain that even without dividends the enterprise is intrinsically 
 worth "as an established business" at least double the annual advertising appropriation. Were the 
 promoter foolish enough, he could, after three or four years' publicity, stop all advertising and hoard 
 up about as much as he had spent for it. Sales would not diminish much for a year, only a fair 
 shrinkage would occur in the second, and even in after years the product would undoubtedly pay 
 as a permanent business, although in vastly reduced volume. 
 
 The point is this : it is possible to make a proprietary or trade mark name worth more than 
 the total advertising investment represents. 
 
 There are to-day hundreds of semi-idle manufacturing plants that only need the magic touch 
 of modern advertising to set every wheel turning and double and quadruple profits. Some 
 naturally belong in the regular field, while others can reap fortunes through mail order merchan- 
 dising and selling direct from factory to family. 
 
 And in this connection I have often thought that I would ask nothing better than a chance 
 to get hold of just such a proposition, and I feel very certain that it would pay better than a gold 
 mine, for the opportunities are great — and what's more, certain. 
 
120 
 
 POWELL'S PRACTICAL ADVERTISER. 
 Forcioii a New Market by Local Introduction. 
 
 Food products and other articles of rapid consumption can often be made profit makers in 
 the shortest time through local newspaper advertising and store demonstrations. This method is 
 pretty well understood, and only a few general hints are in order at this time. 
 
 Contracts for space should be in bulk, say 5000 to 10,000 lines or the equivalent, to be used 
 in one year. The first ads. announcing the demonstration should be large and striking, with 
 illustrations. 
 
 Suppose bulk contracts with two good dailies in an enterprising city amount to $1000.00, 
 assuming of course that these practically cover the entire local field. It should be a jobbing center 
 for quick distribution to retailers. 
 
 Inside often days one salesman could probably cover the entire trade and be through, ready 
 for the next place. 
 
 Get every retailer to make a good window display and give him an extra discount for quantity. 
 If the regular trade discount is a third, make it say 40 per cent, for a I50 order, or even more. 
 But confine this proposition to the one time that marks the boom or introduction. Remember, 
 too, that every retailer, like the druggist, is not your friend until he has your goods on hand. 
 
 Take the retailer's order to the jobber, and arrange for the latter to allow the special intro- 
 ductory rate in addition to his usual commission. Don't waste time or money on any wholesaler 
 in hope of overstocking him. He has been there before. If he has turned over to him a hundred 
 dollars' worth of orders, undoubtedly he will buy some extra goods on so good a showing, but the 
 main eflfort must be with the retailer after the advertising has created a demand. 
 
 The whole country can be covered in this way, and if good men are employed enough boom 
 sales can often be created to show a quick profit on the advertising. But better still, the great 
 work of fixing the trade will have been accomplished. A normal use of the remaining space after 
 the boom will make it certain that no local demand will be unsupplied. 
 
 Concentration of effort is necessary. A common fatal error is best illustrated by a certain new 
 baking powder that began advertising a few years ago in New York dailies, without using enough 
 space or having a comprehensive selling plan. To move New York City alone calls for perhaps 
 $50,000 in advertising, which should be along most original lines, and totally diflferent from the 
 style adopted, which was scarcely more than " publicity " or name prominence. 
 
 A quarter page in three or four leading magazines gives some national reputation, and helps 
 the local introductions. 
 
 The baking powder in question scattered its daily paper advertising in many cities and did 
 not succeed in converting any single community or in making both ends meet. 
 
 The best plan always is to begin in a small jobbing centre where from $1,000.00 to $2,000.00 
 will give exactly the same extensive advertising as $50,000.00 would in New York City. Then 
 if any plans need altering, the preliminary losses will be but trifling. 
 
 Hammer the big centres only after experiment has proven successful. If the capital is large 
 enough it is best to open New York, Chicago and other centres as soon as permanent methods 
 have been secured. The big city dailies circulate outside to a great extent, so that in addition to 
 working the immediate local field, the ads. are sent to distant places, and when these smaller 
 centres are boomed in turn, they will respond more quickly because of this "slop over" adver- 
 tising from the big city dailies. 
 
 Just what particular products can best employ this plan it will be unwise to specify. I should 
 advocate some careful figuring. How many packages, boxes or bottles must be sold to get back 
 suflicient profit to pay for the introductory advertising? How many retailers.? — then eliminate 
 from your calculation from 20 per cent, to 30 per cent, of them as too one-horse to take an extra 
 discount on a good thing. 
 
 MANAGEMENT OF GENERAL ADVERTISING. 
 
 121 
 
 Now assume that the local introduction, requiring two weeks, costs $800.00 including adver- 
 tising and two salesmen. On an article selling at ten cents — a food product for example— it 
 follows that from 10,000 to 20,000 packages would have to be sold to cover expenses, and unless 
 there were a hundred active retailers who would each buy a gross after a lively demand started, it 
 would be almost impossible to leave the city even or ahead of the game. 
 
 With an article of this kind it should not merely be the aim to make a profit or even 
 expenses on the introduction, for when the entire retail trade is supplied and is co-operating, the 
 main work is completed, and moderate local advertising thereafter will keep the goods moving. 
 The vital thing is the fixing of the retailer so the advertising will not be weakened. 
 
 Food products, medicines and similar articles of general daily use can often make a profit on 
 the boom, as will be apparent in the department on medical advertising. Corsets, dry goods 
 specialties, etc., cannot expect it, and of course the amount of advertising should be regulated 
 accordingly. 
 
 In the introduction of flavoring extracts it generally pays to sample, but it is expensive to 
 send canvassers to each home and secure an audience with the lady of the house. Much valuable 
 time is thus consumed, and it is such a prolonged eflxjrt that no salesman could wait in the field 
 long enough to receive any benefit as far as a quick demand is concerned. The better way is to 
 sample from a given point or points — say from every store that will buy an assorted gross of the 
 various flavors — and confine the free event to the one day or days. Leaving samples with stores 
 is undignified and hurtful in more ways than one. 
 
 The local introduction should aim to wake up the entire population in the shortest possible 
 time, and I cannot conceive of any line possessing real merit that testimonials will not benefit. 
 
 About the only rule as to which lines will stand heavy advertising is this : if practically 
 everybody can use the goods that very day, then pounding space may win, but if the buyers must 
 first wear out something similar, then booming may fail. We can instantly eat anything that we 
 fancy — we cannot throw away a good pair of shoes. 
 
 Prices and Discounts. 
 
 One of the present largest department stores in Philadelphia began by oflTering merchandise 
 at actual cost, and this shows the value of price saving. To divert trade from competitors and 
 get it working for you is worth a good deal ; therefore the giving of an extra discount on a new 
 boom is wise. 
 
 But give it where it will do the most good — to the retailer. 
 
 The jobber will naturally take all you ofl^er him, but the very nature of his business precludes 
 his giving any great surplus of eflTort to any single product. Be as liberal with the middleman as 
 any one in your line and then devote your attention to creating the demand and making things 
 interesting for the retailer. 
 
 Salesmanship with Advertisinii. 
 
 Get good salesmen to work with the advertising. In opening new centres much depends 
 on their ability as hustlers and talkers. Put the best one in charge and hold him to account. A 
 mere receiver of orders is about as useless as can be imagined. The real salesman enters into the 
 spirit of the thing with vigor and vim. He feels his responsibility, and knows that if he makes a 
 record there's big money for him somewhere, because the world is always on the lookout for 
 selling brains. One of the best salesmen I ever saw left a $2 5-a-week job to conduct local 
 invasions for a new specialty, and he soon demonstrated that he could induce the trade to multiply 
 their orders by ten where the proposition and advertising are attractive. Another drawing $75 
 weekly proved a complete failure. The local introduction method requires making friends 
 quickly, and grass must not grow under the salesman's feet. 
 
Mail Order Advertising 
 
 A Magnitude of Mail Trade, General Principles, Publications, Keyed ▲ 
 
 ^Sjf Ads., Sample Copy Circulation, Ai^ents, Ai^ents* Letters, Schemes, ^3Sf 
 
 A A A A A A A Space Limitations. A A A A A A A 
 
 Mail order advertisers are divided into two classes : 
 
 First, manufacturers or dealers who reach the people living almost exclusively in country 
 villages, farming and remote settlements, where the advantages of department and other large stores 
 cannot be obtained. 
 
 Second, department stores having mail departments and manufacturers of higher priced 
 articles that appeal to the readers of magazines and National weeklies. 
 
 The first class advertise almost exclusively in the strict mail order papers, such as Comfort, 
 the Vickery & Hill List, Woman's Magazine, Hearthstone, Paragon Monthly, Metropolitan 
 and Rural Home and others which circulate almost wholly in the country districts. These papers 
 usually have enormous circulations, from 50,000 to 1,500,000, and owing to their comparatively 
 inexpensive make-up and printing, they are able to offer subscriptions at the lowest price, varying 
 anywhere from ten cents to fifty cents a year. The advertising rates are correspondingly low. 
 
 - Practically the only difference between the country and city mail trade lies in the fact that the 
 latter is appealed to in a more dignified manner; the offerings are for the most part the best of 
 their kind, and are sold at higher prices. Much of the magazine mail order advertising, too, is 
 not for exclusive mail trade, as these advertisers also frequently sell through stores or their own 
 branches. 
 
 For practical purposes, however, the mail order principle is always the same, but the reaching 
 after the country buyer being at the present time a hundred times more important and extensive 
 
 than the efforts to secure his city cousin, it will be best to 
 analyze those conditions that apply more specifically to the 
 former. And, moreover, it must be borne in mind that the 
 standard magazine advertiser who seeks mail buyers is at best 
 only following the general law — the offering of merchandise 
 that is better or more extensive than the line carried by the 
 
 !i W^^^\ »JiSi»&'fcSSSr^.J5S average local store. For example, certain mail order fiirni- 
 S ^^F SSJ-taSJ'StartSiWB! ture houses make and sell ten times as many up-to-date 
 J^ #OtlO eOLD WATCH. i r 
 
 patterns as can be found on the floors of even the largest 
 stores. This multiplicity on the part of the manufacturer 
 enables him to take the lead, because people have become 
 educated to ordering by mail to such an extent that they 
 no longer hesitate, provided the advertised goods are proper- 
 ly illustrated and described. 
 
 Tits IS 
 
 rmiii 
 
 FREE 
 
 lorraaMdlH. 8«ad«aTMtf 
 
 ) tmtk MUrwi and va wiU 
 
 . ro« tour boxes of Dr. Bt» 
 
 ■mm tt tT mmM « kos aai M 
 
 for tRi T^Mim ' 
 
 1 'nr • ' "T rr MHi inn 
 
 are an old and raUabia 
 iMOnma and -woi prwamt 
 
 •1000. IN CASM 
 
 to aoraaa wh» i 
 
 majcmm , 
 
 tkM wr do *ot do aa «« My. 
 Our Pills are ireod leUar* 
 aad w« are ansknu to l» 
 
 vodnortlMai in «Ter7 boBM. 
 
 aamatasr vkat ttcoaCsaft 
 
 GOLD WATCM 
 
 ?!■"■*■•»• co«Dcr te Btnt 
 
 ^••^M^SOUB aoL» HuS 
 O!* !»«»»" law. AMSUCAll 
 
 ■ovm!is.aiiiT.^iII;4ttkM 
 
 k*>ui>nn«as. w«ri.«ik 
 
 M< tf M* or ^mvmt mOIh if 
 pbM* «r o<ir M io f Vd inliM 
 la. COLD JZWEUtT « ]Ck 
 
 .kfh. f f Bd jour MldrMf »a<t «• 
 *W and in,\wi wmxvtU. wkM 
 
 •*!<«£ M J&OD.ud •• .U 
 
 . FOemTBLT SBSB tm *> wMlk 
 
 eXACTTf AS DCSCKIBID W rfc. 
 
 •»• B>a Mr t«lck M«k *» (In 
 
 LB nxuEZD cmif. tinTTt 
 TO AM Lu>ia' « onrrt arnu.' 
 
 Specimen No. 49. 
 
 The Maiinitude of Mail Tradinii. 
 
 Few realize the enormous development of the standard 
 mail order business, by which is meant the selling of house- 
 hold and other goods that are a part of our every-day 
 existence. From small beginnings such houses as Sears, Roe- 
 buck & Co., Montgomery, Ward & Co., and John M. Smyth 
 & Co., all of Chicago, have grown and expanded until each 
 
 ua 
 
 MAIL ORDER ADVERTISING. 
 
 123 
 
 now does an annual business running into millions of dollars. Other large mail concerns every- 
 where also do an enormous business, but Chicago is pre-eminently the greatest center on earth 
 in this particular line. And as the free rural delivery system continues to expand opportunities 
 for more and more mail order trading will add to the number of advertisers. 
 
 The large mail order advertiser looks for steady trade, once he has made an initial sale. The 
 idea that "a sucker is born every minute" and that one order from each is enough, is entirely wrong 
 as regards big results, and any enterprise organized with that idea in view will assuredly be short 
 lived. But of "schemes" more will be said later. 
 
 Take the average Sears, Roebuck ad. for analysis, and it will be seen that a sewing machine, 
 for example, is offered at a wonderfully low price, say $5 as in Specimen No. 50. Yet there 
 is no fake about it. Of course you cannot expect to get a $75.00 Singer, but you are sure to get 
 a bargain. How is it possible? Why, because this great concern controls the output of an entire 
 sewing machine factory, and consequently it is able to sell at a wholesale rate direct to the con- 
 sumer, and still make a fair profit. 
 
 Then jot down on the credit side of the ledger the profits on future sales, for the thousand- 
 page catalog sent each buyer covers almost everything from garden seeds and stable equipments 
 to household goods and portable houses. This company provides for every phase of life — from 
 infancy to old age, including a suitable headstone when life's work is over. This getting down to 
 hard pan in the matter of production and price puts the great mail order advertiser in touch with 
 every part of the country, for variety and price-saving never grow stale and uninteresting. 
 
 Where Failure Results. 
 
 A certain Chicago advertiser a few years ago offered a salt and pepper shaker at 25 cents, and 
 it certainly was more than the money's worth. Here is a pit-fall for the new mail order adver- 
 tiser, who doesn't understand the principle. As a matter of fact it cost this concern more than it 
 received for the goods, but it was good judgment to lose a few cents per order the first time, for 
 the sake of getting thousands of satisfied buyers who would come again by ordering from a very 
 complete silverware catalog. No easier way than this to prove that value is given. 
 
 Indeed, there isn't much chance for low priced articles as advertising propositions, unless a 
 more or less complete line of other things besides what is advertised is carried. 
 
 Novelties alone, from ten cents up, cannot as a rule be made to pay the cost of advertising, 
 say nothing of cost of goods or profit. The medical advertiser who offers his preparation by mail 
 at a popular price and without the help of stores or agents, is a sure loser. The best method in 
 this kind of advertising is to advertise free samples, and if properly done the replies will cost 
 from twenty cents to forty cents each. The average will be not far from twenty-five cents. Now 
 about one in five or six will order a "treatment" at say $3.00 each, and a little figuring will show 
 the profit. If I5.00 is asked the percentage of buyers will naturally decrease, and it depends on 
 the kind of medicine as to how much can be asked. To demand I3.00 for a liver treatment is 
 absurd, when every drug store sells good liver pills for less than twenty cents. Neither wguld a 
 cold cure be a proper selection, but a treatment of say three bottles of Rheumatism Cure at a 
 dollar each in connection with a couple of bottles of oil or rheumatic liniment, the whole to sell 
 at I5.00 and last a month, would seem reasonable, since this disorder is far more serious than any 
 minor ailment. 
 
 It may be set down as a fairly good rule that any proposition calling for less than |2.oo will 
 not pay unless there is something else to secure future sales. 
 
 A man recently sought my advice about putting several hundred dollars into advertising a 
 25-cent game, which was not on sale at stores, and it didn't take long to show him how easy it 
 would be to lose his money. Free samples bring more replies than any other form of advertising, 
 yet they seldom average less than twenty-five cents, and generally more. 
 
124 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 ^35Bi5Sr- 
 
 Of course, a wonderful novelty might bring marvelous results, but regular merchandise will 
 not. For those who wish to test a new thing at a small cost, the only way is to select a good 
 representative publication and run an ad. measuring from seven to fourteen lines. A few dollars 
 will tell the story. 
 
 Keyed Advertisements. 
 
 The mail order advertiser cannot afford to guess very much as to which publications do and 
 do not pay. For this reason the keyed ad. is universally used. One method is to give a different 
 street number to each paper if the business is in a small place, and it doesn't matter whether there 
 are any street numbers or not. Another way, if located in a building known to the post office, is 
 to give each ad. a different room or suite number. Every publication is therefore properly 
 credited. Some advertisers put jokers in their ads. that are hardly noticeable even to the expert, 
 but the direct methods just mendoned are good ones to follow. 
 
 About Sample Copy Circulation. 
 
 The postal authorities permit publishers to mail their publications at pound rates to as many 
 names as there are paid subscribers. This is a good thing for the true mail order publisher, who 
 
 is thereby enabled to make 
 his paper pay his adver- 
 tisers better than would 
 be possible with a steady 
 subscription list alone. 
 When a solicitor tells you 
 that his publication, if a 
 mail order sheet, goes only 
 to "paid subscribers" he 
 shows lamentable ignor- 
 ance. The sample copy 
 value is realized by a little 
 investigation. Say the 
 publisher has a couple of 
 columns of cheap jewelry 
 advertising, the same of 
 medical and so on. Now 
 by renting several thous- 
 and letters— answers to advertisers' ads. in various other publications, classified in accordance 
 with requirements — it follows that more people will be interested than is otherwise possible. It 
 isn't hard to understand that if 10,000 people have replied to jewelry and novelty ads. they must 
 necessarily be in the market for such merchandise. 
 
 ^ The magazine or high class publisher cannot afford to mail such a large proportion of free 
 copies, consequently it is more difficult for his publication to give this class of advertisers the best 
 results. Moreover, most of the cheap mail ads, are not particulariy desired except in the strict 
 mail order papers, and only rural circulation is likely to return a profit. 
 
 Selling Through Agents. 
 
 Replies to a regular agent's ad., measuring from a few lines to an inch, generally cost about 
 50c. each in good mail order papers. The circular letters and circulars sent in response should 
 aim to sell several dollars' worth of goods at agents* prices. With a good salable line, a profitable 
 business can eventually be built up. Many houses have thousands of local agents and make 
 
 PRICE EXPLAINED 
 
 TRATEO haraMi, ha*, 
 kacn wMMy m&tmrtt»»*. 
 
 BowMwUiK mmchlnes can 
 
 be olfered at ttaas. prices and wny wc can ••II 
 M.. MIOMEST SKAOe S«*ln« MMktaaa matf. 
 !• tb« warM at maph lowar prtcaa than anr 
 other boaae Is all fully explained In avr new MC 
 fraa Special Sewlna HacMn. Catala««e. Cut 
 thia advertisement outaod send Ittooaaad too 
 wUIr«celve, bj retominall. free, pastpald ear 
 ■*•« Ma trap Sawing Machine CathtogMa. show- 
 lag the moat compleie omorctoenc of the high. 
 •rt graga Sawing Machlaca mage in the warM. 
 all shown la larm handaoroe hairiooe and col- 
 ored IDustmtlnna. fall desert [Itlons and all 
 priced at prices mach lower than any other 
 houje can possibly make. With the Dig Prea 
 
 sSiSirS'JS?-^].'**"^'^*'^ ?<*" "TOMISHIHOUY LIBERAL 
 S^^K •""*• •"*"■ <^ver heard Of. a new and marvelous prasMlHen 
 m^u^il^^^^H.""^ '^*^^ ma. hines at gxOO to *X.K> and ^yw.V« 
 ee at much laver prkcee than all ethers will be fully exDUined W^ 
 
 «?LL SSrT'^.!5^/J^£ '"■"'*" '•h»"r« oo Terr low (nen tTBotetai) YOU 
 Siia^SJ.?"?-^"" ""••- o'^'t. sure AND l»»0»rrMLWcRT ^ 
 ti^riV^MKUT '^iiPy'S!^'^^^^ sewing •..h.n. OfHr. 
 
 SEARS, ROEBUCK & COa. C HICAGO. ILLINOIS. 
 
 Specimen No. 60. 
 
 
 MAIL ORDER ADVERTISING. 
 
 125 
 
 fortunes annually, but the building up of this system means years of good work and up-to-date 
 methods. Those who contemplate entering this field should answer practically all the ads. in 
 mail order papers that are in the 
 
 proposed line. Get a thorough ^^^^3Cj^^^H«i^jn^Oj22i2SL^Mj 
 
 knowledge of what competitors 
 are doing, and try to do as well in 
 every way without copying. 
 
 Agents* Letters. 
 
 One very peculiar condition 
 exists regarding medical agents — 
 the straight agents' ad. seldom 
 pays. Prospective agents, for some 
 reason not well understood, prefer 
 anything to medicines, which ac- 
 counts for so few ads. calling for 
 this class of workers. Some of 
 the largest medicine houses do no 
 periodical advertising at all, but 
 secure agents by renting regular 
 agents' letters and mailing their 
 propositions direct. One New 
 York company has over 50,000 
 medical agents secured by circular- 
 izing nearly a million names a 
 year. The value of these letters 
 varies, but if they are not more 
 than a year old, from two to four 
 per cent, secure agents. 
 
 Agents' letters are usually 
 bought by letter brokers, who ap- 
 proach advertisers who have 
 
 2,000 Watches 
 
 FREE 
 
 To be given away 
 
 FREE 
 
 e 
 
 A $50.00 
 
 SOUD GOLD WATCH 
 
 Iw yon, or « will p»T you $S^.oo Spot Casta to boy s SOUD 
 tMVD W«tch from your own jeweler. If the watth we eeod to eiery 
 ■anon uuwenng thie ul.ertiKlsent ii oot (onnd exact!; what we cUim. 
 We intend by onl llbcrsdity to rmpidlr inuodnce the gre«le»t remedy 
 •t the sg«— to gHmnlate Utc appetite, rcsalatc tta* 
 liowcla and besatlfy the complezkni. W« don't wut jour 
 ■•ney. Only o-nd ni your nune ud Foet Office addrew «Dd scne 
 Is mU only u Bozea of onr Mtrreloni Remedy >t «( Cta. a bas. 
 We will then lend you the remedy by m»il «t once. When eold yon nnd 
 ga i^tly 0K»S9 of onr money and we *i'tl i^nd yon on*^ onr luuKk, 
 aomelj cncrawed case atem irlnd aod atcns aet Amencan 
 aoTement watches arid yon can e'^nd ns the oUier 11.50 of wur money 
 vban the watch reachee yon. Now la your cluuice lo get a «m 
 •stch without (pending a cent and too wiU nerer r'frret ha»ing helped t» 
 iatroduce our Remedr. Onr Watcta la • dauidy and one si«i 
 nid be would not uVe $100.00 for It. Here ii an adTcrtiirmmt 
 that ii ^r and lonare, and, m wc uid before, we will pay yon 
 •■•.00 In casta to biry a Solid Gold Watcta from your *va 
 jeweler, if yo« find that tba watch we lend yon u not 
 cuatly what we claim. W« wad a faaraataa with mrj 
 watch. WnU tiMlay. 
 
 FREE 
 
 WATCHES 
 
 
 2 
 
 3 
 
 e 
 3 
 9 
 
 1 
 
 m 
 3 
 
 o 
 
 
 FREE 
 
 WATCHES 
 
 N« ImmlMiggfhs, pnly absolute honest deallfigs 
 SiJeclmen No. 51. 
 
 worked their replies to the limit and have nothing to lose by selling them. Good letters, which 
 mean those not written in response to over-colored or alluring ads., bring from $15.00 to ^if.oo 
 per thousand— sometimes more. The broker then rents the first copying at say ^10.00 per 
 thousand or as much more as he can get, after which several others pay I5.00 per thousand. 
 Frequent copying naturally reduces the value, until the letters are not worth the postage to adver- 
 tisers. The final renting is generally to mail order publishers for sample copy circulation at a 
 dollar a thousand, as they are still good for this purpose. 
 
 The vital principle is this: people who reply to an ad. thus prove that they are interested, 
 and therefore their letters are guarantees of good faith, so to speak, that they will consider similar 
 propositions from others. No skillful advertiser would ever spend even postage on a "mailing 
 list," since only the original letter affords any safety from bogus names, old dates, etc. 
 
 As to any particular lines being benefited by this letter system little can be assured in ad- 
 vance. Most brokers will rent a trial lot of a thousand or more to give the advertiser a quick 
 test, and this is a good plan to follow. 
 
 In the experimental stages, it may be well to see just what a dozen or more agents can do for 
 a given line. It is all right to send out 100,000 pieces of printed matter when probable results 
 are not entirely a gamble. I have often been asked the question as to whether it would pay the 
 
I 
 
 126 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 medical house to rent letters replying to an ad. calling for silverware agents, and vice versa. Yes, 
 because the replies merely indicate a desire for employment, but it certainly wouldn't pay to send 
 out medical offers for mere treatment, except to the sufferers who had answered some medical 
 ad. of a similar nature. 
 
 Letters can usually be procured for any class of business, and a closing word of caution will 
 be appreciated. How can one be sure that the broker will tell the truth about his letters, as to 
 age, number of times copied, etc.? The sure way is to have some one answer all ads. you are 
 interested in, applying the key system to each. Thus, direct the Hill ad. to send to 12 Main St., 
 the Jones ad. to 13 Main St., etc. Keep a record, so that if you ever receive another circular 
 addressed to 12 Main St., you will know that this new comer copied Hill's letters, and by posting 
 up every unsolicited proposition no letter broker can deceive you, although deception of this kind 
 is not the rule. 
 
 Fake Schemes. 
 
 Specimen No. 51 is a specimen of the fake ad., which is craftily worded to keep within the 
 law, while pretending to give free a solid gold watch. This deception is accomplished by the large 
 display of the word " Free," a "I50.00 Gold Watch," etc. As a matter of fact the real offer of 
 " 2000 Free Watches " is for a very ordinary article, worth probably 50c. at most, but the 
 unsophisticated reader doesn't tumble to the fact that the real gold watch is only given free when 
 it can be proven that the advertiser fails to send the watch exactly as claimed. The juggling of 
 words and hiding the real offer until well down in the text matter is an old trick, but the postal 
 authorities are making it harder and harder for such people to keep out of trouble. This kind 
 of deceptive advertising hurts other lines honestly conducted, and if the government would go a 
 step farther and investigate say a hundred who have sent money to such houses and rule them out 
 of the mails when exposed by their dupes, the last vestige of the evil would disappear. 
 
 In contrast is Specimen No. 49, showing two watch ads., which do as agreed, although some- 
 what highly colored. These watches are gold plated and cost from 50c. to 90c. each. The first 
 ad. of course could not pay over 50c. 
 
 Literature Needed. 
 
 Of course good booklets, catalogs and circular letters are needed for following up replies to 
 ads. Have them as good as any sent out by competitors — better if possible. One potent reason 
 for the failure of so many who enter the mail order field is due to the fact that beginners fail to 
 appreciate the importance of appearance. They want to limit expense in every possible way, and 
 consequently their literature is a sorry apology in comparison with what is sent out by their com- 
 petitors. While it is not absolutely necessary to print a 36-page booklet simply because some 
 other advertiser does, yet to substitute a small four-page circular improperly prepared and illus- 
 trated is to invite defeat at the start and prevent getting a proper tab on possibilities. 
 
 Limit the periodical advertising at first, but make the literature strong. Have as much show 
 as possible, and don't stint the illustrative effects. If testimonials are used, don't pack them in 
 like shot, thinking people will read them and call for more. Better have four good ones, each 
 occupying a page, with special designs. With study and a determination to make a big show 
 for the money, coupled with the realization that you musn't look like thirty cents in comparison 
 with your competitors — whose literature will doubtless be sent for as well as your own — success 
 may reasonably be looked for. 
 
 The Limit of Space. 
 
 In mail order, as in general, advertising, the limit of space possibilities can only be determined 
 by some experiment. Agents' Wanted ads. are seldom profitable in more than a few inches, and 
 one or two inches will bring replies at the least cost. Some wonderfully new scheme, however, 
 might stand half a page, but general experience is against this lavish spread. 
 
 Medical Advertising 
 
 Unsurpassed as a Money Maker, Increasing Consumption of 
 Remedies, Selection of Line, How to Introduce Locally, Notable 
 Success on $500 Test, Value of Testimonials, Agents, Distribution 
 :: :: of Samples, Scare vs. Proof, Mail Orders, Etc. :: :: 
 
 # 
 
 # 
 
 # 
 
 Rightly undertaken, the proprietary remedy business is one of the biggest gold mmes 
 imaginable. The successful promoter should really combine two antagonistic qualities— ability to 
 carefully analyze conditions, formulate original plans and remain inactive until the campaign is in 
 shape to move, and also possess the nerve to plunge at the right time to the very limit. 
 
 Few men are adapted to medical management and advertising. Imagine the slow, plodding 
 analyst, as careful as the great chess or checker player— poring over each little detail and searching 
 out a dozen or more moves ahead without once losing sight of every attending consequence. 
 Then imagine this personification of extreme caution suddenly rousing himself from his lethargy 
 and apparently throwing vigilance to the winds in his lavish expenditure for advertising. 
 
 While, to a certain extent, all really great business men combine in a way these essential 
 qualities, yet the medical business calls for them to the very limit. There are so many discourage- 
 ments and uncertainties that costly errors are likely to result, and if the advertiser is not absolutely 
 sure of his ground he will most likely swerve from his plans, and, as is so often the case, go to 
 pieces and quit a big loser. 
 
 Some notable medical successes have been achieved only after fortunes were spent in adver- 
 tising, but this brute force can hardly be accepted as the real, vital principle or necessity. Rather, 
 let us say that great capital, beyond what is needed to round the first turn, is unnecessary save as 
 a substantial commercial rating in Dun or Bradstreet gives both jobber and retailer plenty of con- 
 fidence, thereby enabling the manufacturer to sell big bills of goods during the introductory boom. 
 How much does it take to make a medicine business a success ? Thousands ask this question 
 every year, and when it is realized that the largest drug jobbers are importuned by more than two 
 hundred new medical promoters every week to carry their preparations, there will be little surprise 
 that failures are so numerous and that the stigma against the patent medicine business is so 
 pronounced that men of money are afraid to invest in it. Neither should there be surprise that 
 not one new medicine in a thousand wins. 
 
 I shall not attempt to discuss the wonderful propensities of the American people— especially 
 the women— for taking "patents," but it may be well to impress the fact that statistics prove that 
 the habit is gaining rather than losing ground. It is evident, therefore, that there is field enough- 
 plenty of consumers — if they can only be reached by the right advertising. 
 
 The first important factor is the selection of the right kind of remedy or remedies, and on 
 this depends largely the capital required. Several years ago a well-known advertising expert con- 
 sulted me as to the chances of a very meretricious laxative he was about organizing a company to 
 promote. Would $10,000 turn the trick ? My reply was that it ought to take nearer $ 100,000, 
 and he couldn't understand why. This man was like almost every other advertising specialist who 
 is absolutely at sea regarding medical work, which is a science in itself— a science that ruthlessly 
 ignores those artistic ads. that sell almost any other product, but which fall flat in inducing the 
 suflTerer to take the latest " discovery." 
 
 The difficulties about a laxative are numerous; first, the druggist can make more money sell- 
 ing his own preparation; second, almost any cathartic does the work perfectly, hence the 
 disinclination of people to give up an old friend for something new ; third, the absence of actual suf- 
 fering and alarm as to the possibility of becoming a hopeless cripple or risking loss of life, combine 
 
 127 
 
128 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 THE GREAT HEALER 
 COMING. 
 
 Intense Interest is Centered on 
 Friday, tbe IStb. 
 
 BRIDGEPORT 
 
 AWAITING THEFREE 
 
 DISTRIBUTION OF 
 
 DR. FROST'S 
 
 DR. FROST TO GIVE THIS CITY 
 
 A GRAND TEST OF HIS 
 
 POWER ON THAT DAY. 
 
 Wilt Cure Rheuma^^ 
 
 tism in every Con= 
 
 ceivable Form. 
 
 600O Bo(tles o( his World Renoned 
 
 filieumatism Con will be Prestited 
 
 Ftm to all smrerers. 
 
 Word has been received in this city that 
 the celebrated Dr. Frost is coining to Bridge- 
 port this week and will give our iheomatic 
 citizens immunity from the dread disease, as 
 he has in New Haven, Hartford and other 
 New England cities this fall. 
 
 Dr. Frost's miracles, for such they appear 
 to be, are almost countless, as well as 
 astounding. In Providence he cured Row- 
 land Alford who had lain in bed nineteen 
 months from chronic rheumatism, and had 
 been declared incurable by the Rhode Island 
 Hospital and nine city doctors. 
 
 The grand test in this city will take place 
 on Friday the 13th inst., at the office of the 
 Evening Standard when 50CX) bottles of Dr. 
 Frost's Rheumatism Cure will be handed 
 free to every sufferer who applies. 
 
 The crowds that follow the doctor have 
 been phenomenal. 
 
 Specimen Xo. 52. 
 
 FAMOUS RHEUMATISM 
 CURE. 
 
 The Celebrated Physician to 
 
 Give Away in this City 6000 
 
 Bottles Absolotely Free 
 
 to All. 
 
 EVENING STANDARD OFFICE 
 SELECTED AS THE PLACE. 
 
 Friday, Nov. 13th, the Day 
 
 The lame and crippled of Bridgeport are 
 awaiting with feverish interest the advent of 
 Dr. Frost, the famous physician, whose 
 world renowned cure for rheumatism is hailed 
 in both this country and Europe as the only 
 
 ! true specific for this awful disease, in all 
 
 forms, including sciatica, lumbago and gout. 
 
 Our citizens have heard of the scores of 
 
 miracles that Doctor Frost's Rheumatism 
 
 Cure has performed in New Haven and 
 
 1 Hartford and it is safe to predict that the 
 largest crowd known in many years will 
 
 i assemble at the office of the Bridgeport 
 Evening Standard on Friday of this week, 
 when by Dr. Frost's Philanthropy, the 5000 
 bottles will be given away. 
 
 According to the New England news- 
 papers, the medical profession say that Dr. 
 Frost has discovered a secret that surpasses 
 the best efforts of Pasteur or Koch. They 
 await the test in this city with interest. 
 
 Specimen No. 53. 
 
 Begins To-Day! 
 
 The Gmnd Test Distribution 
 
 of Dr. Frost's Famous 
 
 Rhenmatism Cnre. 
 
 AT THE UNION OFFICE. 
 
 MEDICAL ADVERTISING. 
 
 The Lame And Crippled Will 
 
 Be Started On The Road 
 
 To Complete And Rapid 
 
 Recovery. 
 
 The Most Marrelons Discovery of 
 
 Tbe Age To Be Given Oct 
 
 Absolntely Free To ill 
 
 Wbo Gall. 
 
 "Incurables," Specially Invited. 
 
 The grand distribution of Dr. Frost's 
 Rheumatism cure to the maimed and crippled 
 of this city, takes place to-day, at the office 
 of the Springfield Union to-day. 
 
 There is no reserve in this great gift, no 
 condition or trick. Dr. Frost proposes to 
 prove to our citizens that he has an absolute 
 cure for Rheumatism, including Sciatica, 
 Lumbago and Gout in every form, and to 
 that end will present all who call to-day, a 
 free bottle that will cure any recent case in 
 from one to two days, and the most stubborn 
 one in a few weeks. 
 
 Throughout New England and the East 
 the famous physician's remedies have almost 
 wholly superceded all other systems of 
 medicine. 
 
 If you have been called "incurable" don't 
 fail to get a free bottle — a new life is open 
 to you. 
 
 After to-day no more free bottles are to 
 be had, but the specifics can be obtained of 
 all live druggists, at 25 cents a bottle. 
 
 If you are in doubt as to your disease 
 write freely to Dr. Frost, Phoenix Building, 
 Springfield, Mass., and your case will be 
 thoroughly diagnosed free of all charge, and 
 you will be told what to do, so you can go 
 to your druggist, and thus save doctor fees. 
 
 Specimen No. 54. 
 
 FROST WINS 
 
 Bridgeport with his Marvel= 
 ous Rheumatism Cure. 
 
 Free Distribution Ends in Success. 
 
 Reports from sufferers coming in indicate an over- 
 whelming Victory against Disease. 
 
 A CURE ABSOLUTELY GUARANTEED. 
 
 Dr. Frost's Crusade against Rheumatism 
 and disease generally in Bridgeport has begun 
 in earnest, and the result of his free distribu- 
 tion of several thousand bottles, will soon be 
 known as reporters are busy canvassing 
 among those who have used the remedy. 
 
 Not a single sample was left over and many 
 were glad to purchase the regular size bottles 
 at drug stores. No better evidence can be 
 offered in support of the claims made for 
 Frost's superiority than this. Sufferers who 
 had read and heard about the restoration of 
 Rowland Alford, of Providence, from the 
 grave, felt at last that a sure cure for rheuma- 
 tism had been discovered, and there appears 
 to be scarcely a neighborhood in the city 
 where these little pellets have not worked 
 wonders within the past few days. 
 
 FROST'S GUARANTEE. 
 
 Dr. Frost guarantees to cure rheumatism 
 in any form. If, after using a few bottles of 
 Frost's Rheumatism Cure (25 cents at all 
 druggists), improvement does not begin, 
 write the facts of the case and a special 
 treatment will be sent. If it fails your money 
 will be returned cheerfully. Frost abso- 
 lutely cures over 95 per cent, of all known 
 cases. 
 
 Personal letters to Dr. Frost, Fuller block, 
 Springfield, Mass., will receive attention and 
 not a cent asked. 
 
 All druggists sell Frost's Remedies — one 
 
 for each disease— at 25c a bottle mostly. 
 
 Trade supplied by all drug jobbers. Local 
 
 druggists supplied by F. S. Stevens & Co., 
 
 I 315 Main St. 
 
 Specimen No. 55. 
 
 129 
 
 to make the introduction about 
 as risky a proposition as could 
 be devised. Once successful- 
 ly introduced, however, the 
 liver pill or laxative is a money 
 maker because so much is 
 taken. Its quick success 
 though is practically out of 
 the question. 
 
 1 remember a circum- 
 stance of several years ago 
 that will serve to show the 
 public indifference as to a new 
 laxative. A skillful advertiser 
 of this kind of medicine had 
 run a page ad. in the New 
 York Sunday Journal, offer- 
 ing free samples. The display 
 was strong and the text about 
 as good as could be expected, 
 so no criticism was really in 
 order. 
 
 Some talk had been in- 
 dulged in as to the pulling 
 power of such broadside ad- 
 vertising, and a well-known 
 advertising solicitor volun- 
 
 teered that this particular 
 effort must have secured at least two thousand requests for free samples. I suggested that two 
 hundred would be nearer my idea, and I was but little suprised to learn that less than a hundred 
 had taken advantage of the offer. 
 
 This will show how little interest there is about a remedy intended only for a disorder that 
 is not associated with pain or real suffering. The selling effect of the page ad. in question 
 naturally could not be measured wholly by the number of people who directly answered it, for the 
 druggists everywhere carry the remedy, but it only goes to show what the new advertiser would be 
 up against were he to attempt to get out samples for trial, and not have the co-operation of the 
 trade in supplying the store demand. 
 
 How to Introduce Locally. 
 
 Several years ago I planned a campaign for a homeopathic remedy business, including adver- 
 tising, salesmanship, etc., with only $500.00 for trial purposes, and never before or since has there 
 been such an instantaneous and marvelous success. A city of some 1 50,000 population was 
 selected because it contained three drug jobbers, who would promptly supply the retail stores, and 
 because $500.00 in the two leading daily papers would go just as far as $4000.00 or $5000.00 in 
 
 New York City. 
 
 I doubt if any experienced proprietary remedy man in the country would have admitted in 
 advance that a campaign with such a beggarly pittance for capital could possibly win. Surely the 
 whole thing seemed preposterous — to any one who had not gained a certain insight. The first ad. 
 appeared on Sunday, Sept. 6, 1896, and occupied 350 lines. This was a general announcement 
 
128 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 THE GREAT HEALER 
 COMING. 
 
 Intense Interest is Centered on 
 Friday, tlie i3tli. 
 
 DR. FBOSTTO GIVE THIS CITY 
 
 A GRAND TEST OF HIS 
 
 POWER ON THAT DAY. 
 
 Will Cure Rheuma= 
 tism in every Con- 
 ceivable Form. 
 
 OOOO Bottles of bis World Renowoed 
 
 Rheumatism Core will be Presented 
 
 Free to all Sufferers. 
 
 Word has been received in this city that 
 the celebrated Dr. Frost is coming to Bridge- 
 port this week and will give our iheamatic 
 citizens immunity from the dread disease, as 
 he has in New Haven, Hartford and other 
 New England cities this fall. 
 
 Dr. Frost's miracles, for such they appear 
 to be, are almost countless, as well as 
 astounding. In Providence he cured Row- 
 land Alford who had lain in bed nineteen 
 months from chronic rheumatism, and had 
 been declared incurable by the Rhode Island 
 Hospital and nine city doctors. 
 
 The grand test in this city will take place 
 on Friday the 13th inst., at the office of the 
 Evening Standard when 5000 bottles of Dr. 
 Frost's Rheumatism Cure will be handed 
 free to every sufferer who applies. 
 
 The crowds that follow the doctor have 
 been phenomenal. 
 
 Specimen Xo. 52. 
 
 BRIDGEPORT 
 
 AWAITING THE FREE 
 
 DISTRIBUTION OF 
 
 DR. FROST'S 
 
 FAMOUS RHEUMATISIVI 
 CURE. 
 
 The Celebrated Pbjsician to 
 
 Give Away in this City 6000 
 
 Bottles Absolntely Free 
 
 to All. 
 
 EVENING STANDARD OFFICE 
 SELECTED AS THE PLACE. 
 
 Friday, Nov. 13th, the Day 
 
 The lame and crippled of Bridgeport are 
 awaiting with feverish interest the advent of 
 Dr. Frost, the famous physician, whose 
 world renowned cure for rheumatism is hailed 
 in both this country and Europe as the only 
 true specific for this awful disease, in all 
 forms, including sciatica, lumbago and gout. 
 
 Our citizens have heard of the scores of 
 miracles that Doctor Frost's Rheumatism 
 Cure has performed in New Haven and 
 Hartford and it is safe to predict that the 
 largest crowd known in many years will 
 assemble at the office of the Bridgeport 
 Evening Standard on Friday of this week, 
 when by Dr. Frost's Philanthropy, the 5000 
 bottles will be given away. 
 
 According to the New England news- 
 papers, the medical profession say that Dr. 
 Frost has discovered a secret that surpasses 
 the best efforts of Pasteur or Koch. They 
 await the test in this city with interest. 
 
 Specimen No. 53. 
 
 Begins To-Day! 
 
 The Grand Test Distribation 
 
 of Dr. Frost's Famons 
 
 Rbeamatisin Core. 
 
 AT THE UNION OFFICE. 
 
 MEDICAL ADVERTISING. 
 
 The Lame And Crippled Will 
 
 Be Started On The Road 
 
 To Complete And Rapid 
 
 Recovery. 
 
 The Host HarveloQS Discovery of 
 
 The Age To Be Given Ont 
 
 Absolately Free To All 
 
 Vho Call. 
 
 "Incurables," Specially Invited. 
 
 The grand distribution of Dr. Frost's 
 Rheumatism cure to the maimed and crippled 
 of this city, takes place to-day, at the office 
 of the Springfield Union to-day. 
 
 There is no reserve in this great gift, no 
 condition or trick. Dr. Frost proposes to 
 prove to our citizens that he has an absolute 
 cure for Rheumatism, including Sciatica, 
 Lumbago and Gout in every form, and to 
 that end will present all who call to-day, a 
 free bottle that will cure any recent case in 
 from one to two days, and the most stubborn 
 one in a few weeks. 
 
 Throughout New England and the East 
 the famous physician's remedies have almost 
 wholly superceded all other systems of 
 medicine. 
 
 If you have been called " incurable " don't 
 fail to get a free bottle — a new life is open 
 to you. 
 
 After to-day no more free bottles are to 
 be had, but the specifics can be obtained of 
 all live druggists, at 25 cents a bottle. 
 
 If you are in doubt as to your disease 
 write freely to Dr. Frost, Phoenix Building, 
 Springfield, Mass., and your case will be 
 thoroughly diagnosed free of all charge, and 
 you i*ill be told what to do, so you can go 
 to your druggist, and thus save doctor fees. 
 
 Bpecimen No. 54. 
 
 FROST WINS 
 
 Bridgeport with his Marvel= 
 ous Rheumatism Cure. 
 
 Free Distribution Ends in Success. 
 
 Reports from sufferers coming in indicate an over- 
 whelming Victory against Disease. 
 
 A CURE ABSOLUTELY GUARANTEED. 
 
 129 
 
 to make the introduction about 
 as risky a proposition as could 
 be devised. Once successful- 
 ly introduced, however, the 
 liver pill or laxative is a money 
 maker because so much is 
 taken. Its quick success 
 though is practically out of 
 the question. 
 
 1 remember a circum- 
 stance of several years ago 
 that will serve to show the 
 public indifference as to a new 
 laxative. A skillful advertiser 
 of this kind of medicine had 
 run a page ad. in the New 
 York Sunday Journal, offer- 
 ing free samples. The display 
 was strong and the text about 
 as good as could be expected, 
 so no criticism was really in 
 order. 
 
 Some talk had been in- 
 dulged in as to the pulling 
 power of such broadside ad- 
 vertising, and a well-known 
 advertising solicitor volun- 
 teered that this particular 
 effort must have secured at least two thousand requests for free samples. I suggested that two 
 hundred would be nearer my idea, and I was but little suprised to learn that less than a hundred 
 had taken advantage of the offer. 
 
 This will show how little interest there is about a remedy intended only for a disorder that 
 is not associated with pain or real suffering. The selling effect of the page ad. in question 
 naturally could not be measured wholly by the number of people who directly answered it, for the 
 druggists everywhere carry the remedy, but it only goes to show what the new advertiser would be 
 up against were he to attempt to get out samples for trial, and not have the co-operation of the 
 trade in supplying the store demand. 
 
 How to Introduce Locally. 
 
 Several years ago I planned a campaign for a homeopathic remedy business, including adver- 
 tising, salesmanship, etc., with only $500.00 for trial purposes, and never before or since has there 
 been such an instantaneous and marvelous success. A city of some 1 50,000 population was 
 selected because it contained three drug jobbers, who would promptly supply the retail stores, and 
 because $500.00 in the two leading daily papers would go just as far as $4000.00 or $5000.00 in 
 
 New York City. 
 
 I doubt if any experienced proprietary remedy man in the country would have admitted in 
 advance that a campaign with such a beggarly pittance for capital could possibly win. Surely the 
 whole thing seemed preposterous — to any one who had not gained a certain insight. The first ad. 
 appeared on Sunday, Sept. 6, 1896, and occupied 350 lines. This was a general announcement 
 
 Dr. Frost's Crusade against Rheumatism 
 and disease generally in Bridgeport has begun 
 in earnest, and the result of his free distribu- 
 tion of several thousand bottles, will soon be 
 known as reporters are busy canvassing 
 among those who have used the remedy. 
 
 Not a single sample was left over and many 
 were glad to purchase the regular size bottles 
 at drug stores. No better evidence can be 
 offered in support of the claims made for 
 Frost's superiority than this. Sufferers who 
 had read and heard about the restoration of 
 Rowland Alford, of Providence, from the 
 grave, felt at last that a sure cure for rheuma- 
 tism had been discovered, and there appears 
 to be scarcely a neighborhood in the city 
 where these little pellets have not worked 
 wonders within the past few days. 
 
 FROST'S GUARANTEE. 
 
 Dr. Frost gnarantees to cure rheumatism 
 in any form. If, after using a few bottles of 
 Frost's Rheumatism Cure (25 cents at all 
 druggists), improvement does not begin, 
 write the facts of the case and a special 
 treatment will be sent. If it fails your money 
 will be returned cheerfully. Frost abso- 
 lutely cures over 95 per cent, of all known 
 cases. 
 
 Personal letters to Dr. Frost, Fuller block, 
 Springfield, Mass., will receive attention and 
 not a cent asked. 
 
 All druggists sell Frost's Remedies — one 
 for each disease— at 25c a bottle mostly. 
 Trade supplied by all drug jobbers. Local 
 druggists supplied by F. S. Stevens & Co., 
 315 Main St. 
 
 Specimen No. 55. 
 
130 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 DR. FROST'SGRA_ND VICTORY. 
 
 Sufferers Testify For The Celebrated 
 
 Physician. 
 
 RHEUMATISM PUT TO FLIGHT AND AN ERA OF GOOD 
 
 HEALTH INAUGURATED. 
 
 Your Neighbors Gladly Tell the Whole World the 
 
 Truth about the Most Wonderful Remedies 
 
 Known to Science. 
 
 Lowell is most profoundly grateful for the 
 vast amount of relief she has experienced 
 within the past few weeks from Dr. Frost's 
 Famous Remedies. There is not a street in 
 the city where the benefits of the marvelous 
 specifics have not been felt. 
 
 1610 sufferers from rheumatism have rela- 
 ted in eloquent terms the great good Dr. 
 Frost's Rheumatism Cure has done them. 
 Youxannot ignore the words of your friends 
 and neighbors. Talk with them and then 
 hand your druggist twenty-five cents for a 
 Frost preparation suited to your disease. 
 He will al30 give you a Frost book telling 
 you how to get well the quick way. 
 
 Have local testimonials follow here. Di- 
 vide single column matter into two even 
 columns, taking such space as necessary. 
 
 liocal testimonials go in blank spaces in 
 this and next cols. See copy attached. Set 
 testimonials in Nonpareil or Minion and sub 
 heads in Brevier Gothic. 
 
 No matter how lonsr von have inflffered or how 
 many iliK-tors have faik-<l, Dr. Frosi's remedies 
 \Mll cure you. Ask vour (lriigKi--^t about their 
 uiiprecedeiited recunl and hand him 25c for a 
 liottle suited to your diseatie; also avk him fur a 
 Frost Bonk telling how to get well quick. 
 
 FROST'o CATARRH CI'KK will cure any form 
 of catarrh, 25c. Uso Frost's Balsam Spray in cou- 
 uiction, -tOc. 
 
 FKi )8T'3 roUGH CURE cures acute or chronic 
 cou^h, hoarseness, etc., 25c. 
 
 FROST'S I>YSHEK»1A CURE works wonders. 
 gives you a new stomach ; cures iiiUigestion, loss 
 of a)i|ieiite, dizziness, etc.. ".iSc. 
 
 FROST'S FEVER Cf RE .should be at hand 
 at all hours. .At first api>roa<-li of fevers, 
 es|>ecially iu children, avoid danger by its i>roiu{it 
 use, 25c. 
 
 FROST'S HEADACHE CURE does not interfere 
 with the heart's action. Cures sick and iiervoua 
 headaches, headtiches from the use of liquors 
 and chronic hea<iaehe, 2.tc. 
 
 FROST'S LI\ ER CUKE hanishe* shallow com- 
 plexion, jaundice and liver complaints geu- 
 erallv, 2r>c. 
 
 FROST'S KIDNEY CURE cures when all other 
 systems have failed. "jSc 
 
 'FROST'S .\ERVoUS DKBIMTY CURE quickly 
 calms the nervous system an<l braces up the 
 patient ; no nerve tonic espials It. iic 
 
 FROST'S NO-LA-GRIPPE cures <olds and grip 
 and prevents pneumonia. At this time of the 
 year your life may de|>end on having it handy, 
 2tSc 
 
 FROST'S RHEUMATISM CURE Is celebrated 
 the world "ver. It is the •' miracle worker" and 
 has a-stonished thousands. 2.'ic. 
 
 If you are in doubt as to your disease write 
 freely to Dr. Frost, Phoenix Building. Springfield, 
 Mass., and your case will be correctly dia.;nosed 
 tree of charge, and you will be told what to do, 
 so you can !{o to your druggi&t aud thus save 
 doctors' fees. 
 
 and free sample offer, which 
 resulted in about two hundred 
 people calling at one of the 
 newspaper offices, where the 
 public distribution took place 
 on the following Monday. 
 The name and address of 
 each caller was taken and 
 three or four days later a 
 young man at $8.00 per week 
 called at the homes to ascer- 
 tain results and secure testi- 
 monials and photographs, 
 which was no trick at all. 
 Although thirty-eight reme- 
 dies in pellet form were sold 
 and described in a 16-page 
 booklet which was distributed 
 at the doors a few days after 
 the advertising had begun 
 to wake up the city, yet only 
 the Rheumatism cure was 
 sampled and boomed, because 
 it is fatal to attempt the ex- 
 ploitation of more than one 
 thing at a time. The repu- 
 tation of curing hopeless crip- 
 ples is sufficient to also sell 
 the other remedies. The 
 first ad. I do not reproduce 
 because 1 afterwards discov- 
 ered that about the s?me 
 space divided into three sep- 
 arate ads., and appearing two 
 days before and on the day of 
 distribution would get out 
 about three times as many 
 samples and create far greater 
 interest. Specimens Nos. 
 52, 53 and 54 are the ones 
 finally used for first ads. in 
 all new places. 
 
 The advertising schedule 
 followed was as follows in the 
 leading paper: 
 Sept. 6 . . . 3 50 lines. 
 
 Specimen "So. 56. 
 
 ti 
 
 8 
 
 • 
 
 • 
 
 • 
 
 82 
 
 C( 
 
 (( 
 
 10 
 
 « 
 
 • 
 
 • 
 
 144 
 
 cc 
 
 ti 
 
 '3 
 
 • 
 
 • 
 
 • 
 
 91 
 
 (( 
 
 MEDICAL ADVERTISING. 
 
 131 
 
 DARTING^SHOOTINOPAINS. AFRAID SHE WOULD DIE. ANOTHER FROST VICTORY 
 
 Banished by the Great Physician. 
 
 Mrs. Elizabeth Robertson, at the Home 
 for Aged Couples, corner of Walnut Av. 
 and Seaver St., Roxbury, Boston, Mass., 
 says : — 
 
 " For over seven years I have been 
 troubled with pains and stiffness in my 
 right thigh and knee. After 1 had been 
 sitting down for a while I could not walk, 
 my leg would not hold me. For years I 
 could not stoop down at all, or walk up- 
 stairs without the aid of the balusters. 
 
 Given New Life By Dr. Frost's Fam- 
 ous Remedies. 
 
 Mrs. A. E. Ball, lit Church St., Middle- 
 town, Conn., says : — 
 
 " My little daughter, Bessie, twelve years 
 old, has been a terrible sufferer from rheu- 
 matism every winter for four years. This 
 necessitated confinement, which was telling 
 on her general health, and we feared she 
 would not live long. The pains started as 
 usual with the first cold weather. We tried 
 doctors without relief. I then secured a 
 bottle of Dr. Frost's Rheumatism Cufe, 
 and before half of it was taken, the little" 
 girl was able to run about and play. The 
 swelling has entirely left her joints and she 
 acts like a different child. I earnestly 
 recommend Dr. Frost's Rheumatism Cure 
 to all sufferers. I think it was a godsend 
 to my daughter." 
 
 Haverhill, Mass., Medical Circles As- 
 tonished at a Home Miracle. 
 
 Mr. Geo. W, Hall, 140 Main St., Haver- 
 hill, Mass., a G. A. R. nicnibcr. and well 
 known throughout New England, says : 
 
 " For thirty-two years I have endured the 
 awful agonies of rheumatism, contracted in 
 the army. Seven times I have had rheu- 
 matic fever. There has been a sore spot 
 constantly on my knee as big'as a silver dol- 
 lar, and I have only been able to get around 
 by casing the knee in a rubber cap. 
 
 MRS. ELIZABETH ROBERTSON. 
 " At times pains would dart into my 
 shoulder like sword thrusts, and it seemed 
 as if I could not endure them. I have tried 
 numerous patent remedies without relief. 
 I secured a sample bottle of Dr. Frost's 
 Rlieum.-aism Cure, and, before all of it was 
 taken, I was greatly relieved. I can now 
 go up and down stairs easily, and feel more 
 active than I have for years.". 
 
 Ask your druggist for Frost's Remedies, 
 25c. a bottle mostly, and accept no substi- 
 tute. No matter how many doctors have 
 failed. Dr. Frosf has a specific that will cure. 
 
 At Dr. Frost's offices, Phoenix Building, 
 Springfield, Mass., a corps of the world's 
 greatest specialists will thoroughly diagnose 
 your case absolutely free of charge. 
 
 Specimen No. 57 
 
 MISS BESSIE C. BALL. 
 
 Ask your druggist for Dr. Frost's Reme- 
 dies, 2SC. a- bottle, generally. Separate 
 remedy for all diseases. 
 
 At Dr. Frost's offices. Phoenix Building, 
 Springfield, Mass., your disease will be posi- 
 tively cured by the greatest living special- 
 ists. If you cannot call for free exammation, 
 write freely. 
 
 Specimen No. 58. 
 
 GEO. W. HALU 
 
 " If anything touched my knee I would 
 scream. Hundreds of dollars went to doc- 
 tors without relief, and I long since aban- 
 doned hope. Hearing how Dr. Frost's 
 Rheumatism Cure rescued Rowland Alfbrd 
 of Providence, R. I., from the grave, I be- 
 gan to use the remedy myself, and to-day I 
 am as well as I was forty years ago— pains, 
 swelling, and bandnges have all gone. Dr. 
 Frost's Remedies are wonderful, and my re- 
 covery is almost a miracle." 
 
 At Dr. Frosi's offices. -Phoenix Building, 
 Springfield, Mass., the greatest living m^i- 
 cal specialists will examine your case, either 
 in person or by mail, and give complete 
 medical advice without charge. 
 
 Specimen No. 59. 
 
 Sept. 
 
 a 
 
 (C 
 
 u 
 
 it 
 
 15 
 
 
 • 
 
 3S^^ 
 
 ines. 
 
 Sept. 23 
 
 17 
 
 
 
 1 12 
 
 C( 
 
 " 24 
 
 20 
 
 
 
 756 
 
 (( 
 
 " 27 
 
 22 
 
 
 
 60 
 
 « 
 
 " 29 
 
 22 
 
 
 
 80 
 
 (( 
 
 
 (( 
 
 49 lines. 
 
 344 
 428 
 
 91 
 
 The other daily had practically the same copy on the days it didn't appear in the leader, save 
 that the 756 line ad. appeared in the latter only. In three weeks the net sales were over ^1700.00 
 at an advertising expense of a trifle less than $400.00. The city was won, and the largest retailers will- 
 ingly testified that they had never before had such a big demand for any one concern's preparations. 
 
 While waiting for the samples to produce testimonials, 
 the smaller ads. were run to keep up interest. One ad. at a 
 time was inserted in the name of the jobbers as a sort of 
 announcement that each had finally succeeded in securing a 
 stock of the famous remedies sufliciently large to promptly 
 supply the retail trade. Of course, this was only to influence 
 the consumer, as the trade knew perfectly well that they could 
 get all they wanted of their wholesaler. 
 
 «ir In doubt »■ to yo«T 
 ^ dtwftJW. «ritr flrrl; tu 
 r ^P Vt- h«irt. MocifcdnoHi 
 ' ^^k Buildlv. i'blcMo. No 
 m^B ebftr^ for oonplrte n- 
 1^^ •■lutfoa. 2 
 
 RHEUMATIC 
 
 ^Rtlc Cur» In I 
 f IK'orld <iuar> 
 antr«-<l to <"nr« or 
 
 _ V^AHD 
 
 Gout cuRf 
 
 t'^^^^ Monr; Refund.*!. 
 
 »■«■■■ »t » ■ •■■ ■ ■« •>■•■• ■ •■■ ■■■■■■■» 
 
 Specimen No. 60. 
 
 I 
 
132 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 rree Distribatioo I 
 
 100.000 Bottles of tbe ramoos Rbeomatic Core J 
 
 Dr. Swift's Wonderful Record of 75,000 Cures. Hopeless 
 Cripples, Doctors, Nurses and Hospitals Testify. 
 
 CRUTCHES, CANES, ACHES AND PAINS BANISHED FOREVER. SCIENCE 
 
 TRIUMPHS OVER DISEASE. 
 
 New ncthoda That RAvotutionlxe flcdical Practice. 5end for Free Bottle Before Too 
 Late— Ttie Cure U Certain and QuicR. 
 
 The free distribution of 100,000 bottles of Dr. 
 Swift's famous Rheumatic wid Gout Cure is restoriog 
 tbotisands in every State. 
 
 Over 75,000 absolute cures have already been 
 recorded, and new evidence multiplies daily. Bed- 
 ridden sufferers are being restored to new life and 
 activity, and twisted, swollen limbs are giving way 
 to perfect bealtb. 
 
 Every form of rheumatism and gout is mastered— 
 mu.^cular, sciatic inflammatory, gouty — and neural- 
 gia in any part of tbe body. 
 
 No matter how long you have suffered, no matter 
 how many physicians have declared you incurable. 
 Dr. Swift will cure you. if a cure is possible. 
 
 His marvelous new discovery leaves no phase of 
 rheumatism uncured. and it is made so pleasant by 
 scienlihc blending that it does not upset the most 
 delicate stomach — does not fill the system with debili- 
 tating drugs. 
 
 The sale after free bottles are sent is rrarvelous.' 
 One bottle to Hecla, MonL. only 300 pnpulalion. suld 
 thirty. The sale in New York and Chicago is piling 
 up at rate u( 60.000 bottles annually. 
 
 H. II. Wetxter, MaonoksU, b., lan: '■! txcan Uking Dr. 
 Swift's Rheumatic ana Gout Cur* thlm moming, aad was inr- 
 pn&«d at th« iraprovemeat after only three doses. It was 
 wonderful." 
 
 Cbaa E. Sindorf. iii Painter street, Graensburc. Pa., writec 
 " I got tnunediate relief from the tree bottle alter all other 
 traattneuts bad failed." 
 
 Dr. T. N. Watts, Alma, Kan., write*: 'I bad tbe oposRao- 
 ity to witness the effect of Dr. Swift's Rheumatic and tjont 
 Cure in a bad case of rheumatism, and it was very efficient. 1 
 have on hand a bad case of inflammatory rheumatism which 
 the usual remedies fail to subdue. Please send me 3 bottles." 
 
 H. H. Hall, Bloom ingdale, N J , writes ; '• Every Bufferer I 
 have sold Dr. Swift's Rheumatic and (.tout Cure to 19 Ketting 
 well. I have sold other rheumatic remedies, but Dr Swift's 
 Is the only one that really ctirea. Send me another dosen as 
 soon as poaaible." 
 
 These are but sample cases of hundreds constantly 
 coming in chiefly from the u.se of the free bottles alone. 
 Many are completely cured in a few days. Thousands 
 are writing their friends, urging them to send before 
 too late. 
 
 By this free distribution Dr. Swift will deinonstrate 
 that he has discovered an absolute cure for the worst 
 cases of rheumatism, mhich are to-day baffling doctors 
 and hospitals alike. These free bottles contain full 35 
 doses instead of the two or three dojes sent ont by 
 imitators, and will be mailed free on request. 
 
 AddreM DR. A. B. SWIFT, 
 
 ISO Temple Court, New York. 
 
 Ranlar Prleeau •■ s boiik; j tKxiln, |i 50, wiik (aanniM 
 Avaata Wanted. If la 4Mbt ss to your djieue writ* the doclor [o. 
 In* diagno.it and a d wee. 
 
 Publisber'a Not*— Dr. Swift's free offer is gen- 
 uine, and we advise our subscribers to accept it. 
 None will be disappointed. 
 
 Bpecimen No. 61 (Original size, 9}ix.7yi or 416 lines). 
 
 Specimen No. 55 appeared on the Wednesday following the Monday free distribution, and 
 occupied 144 lines. Specimen No. 56 originally took about 175 lines double column, although 
 its actual size in any place depended on how many good testimonials could be procured early. 
 When these important trade bringers with photographs were ready they formed the keynote of 
 every new ad. 
 
 Of course, every boom must come to a close, after which smaller ads. must rule. Specimens 
 Nos. 57, 58 and 59 are from a series of a dozen or more, and they appeared e. o. d. for the next 
 few months. The net sales the month following were about ^500.00 at an advertising expense of 
 about $200.00, which proved that the trade had not been overstocked, and this average continued 
 with more or less regularity thereafter. Other places, too, responded with about the same results 
 as the first one, and the only handicap was a lack of proper rating with mercantile agencies, there- 
 by preventing in many instances the sale of unusually large bills of goods. 
 
 An important fact right here : the retail druggist is an enemy until he has been obliged to 
 stock up your goods to supply the demand, and until this is large enough to warrant, he will not 
 buy, but, instead, will try to sell the nearest thing in stock. As a matter of fact every druggist 
 has been stuck at one time or another with a few bottles of various remedies that didn't sell, and 
 he would not be human if he didn't try and get them off his hands, and at the same time oppose 
 the introduction of new remedies. The druggist can explain why he doesn't carry a given 
 medicine — to a limited demand. He dare not, however, continue these tactics in face of a 
 large call. 
 
 MEDICAL ADVERTISING. 
 
 133 
 
 The Value of Testimonials. 
 
 A free sample proposition locally made can be about as 
 strong without testimonials as with, but the hammering effect 
 of large ads. will be badly weakened unless testimonials of local 
 people, with a fair number of photos, are incorporated. Good, 
 strong scare head display, plus good testimonials will alone 
 sell medicines, and in small ads. very little text matter need be 
 employed. Even a fake testimonial may be better than none. 
 
 One Adent in a Place. 
 
 More small druggists have been stocked up by this plan 
 than through all others combined. The representative of a 
 medical firm calls and agrees to appoint druggist Smith as sole 
 agent for Jones' Dyspepsia Cure in Podunk, and to put his 
 name at bottom of every ad. in the local weekly— say a three 
 to six inch space. All that is required is an order for the rem- 
 edy amounting to $15 to $25, or more, as the case may be. 
 The advertising will usually cost from $5 to $12 in a weekly 
 of 1000 circulation, and thus the medicine manufacturer has a 
 sure thing, and the druggist- generally his stock of goods at 
 the end of the year, with additional wonderment as to why the 
 medicine doesn't sell. 
 
 The trouble is twofold: first, local weekly paper advertis- 
 ing seldom succeeds in introducing free samples, and home 
 testimonials are rarely or never found : second, limited circula- 
 tion makes the rate too often prohibitive. For example, if a 
 three inch, or 42-line ad. in a country weekly costs say |io 
 a year for 52 insertions, on a one-thousand circulation basis, 
 and a daily paper of 40,000 circulation charges say five cents 
 a line or $109.20 for 52 insertions, it follows that the weekly 
 paper is nearly four times as expensive. 
 
 If a town does not support a daily the best results will be 
 display ads., coupled with a thorough distribution of literature 
 
 FREE 
 
 Distribution of 100,000 
 Bott les of the 
 
 FAMODS RHEDMTIC REMEDY. 
 
 DR. SWIFT CURING THOUSANDS 
 IN EVERY STATE. 
 
 Read What Sufferers Say, Then Send 
 for a Free Bottle Before the Dis- 
 tribution Closes. 
 
 The free distribution of 100.000 bottles of Dr. 
 SwifVs Famous Rheumatic aud Gout Cure « 
 working miracles everywhere. ,„,„»„„h ,v,„ 
 
 No fo?m of rheumatism can long wlthstaiid the 
 great i«>\vet« of the specilic which is afctonishiug 
 doctors and patients. j, .^ n, cuiift 
 
 No matter how long you have suffered, Dr. Swift 
 will cure you if a cure is possible. 
 
 T M. Browning. Palci^tlne, 111., writes: Pr. 
 Swift's Rheumatic and Gout Cure has cure<» me and 
 1 am a walking advertisement for vour treatment. 
 1 want to act as agent for this wonderful cure 
 
 A Huck, Victor. 111., writes: -Three large Ik. ties 
 of Dr. Swift's Rhenmaiic and Gout Ciiro. cured me 
 of muscular rheumatism which aflliciwi me lor 
 years I gladlv recommend it Ui my friends, aud 
 we all consider if God's l.lessint-."' ^„„.„, 
 
 The'^e are but sample cases of hundreds consUiU- 
 ly coming in from all l«rts of thecounirN. lu 
 many casls complete cures are obiau.iMl in a few 
 days, and the best proof of the suiH..ru.rin of 1 r. 
 Swifl-s Rheumatic and (Jont Cure oyer all oll.crs 
 is the fact that those who have receivt^l tree U.l- 
 t!es are writing their friends, urging them lo send 
 
 ^Brthi^d^mbution Dr. Swift will demonstrate 
 to a certainty that he has discovered an a'"^'l"te 
 aire foMhe worst cases of ["eninal.sm Nvh.ch are 
 to-dav baffling doctors and hospitals f l'''^;^ ' > " 
 want a b<^ok of testimonials, it will be maiUd mi 
 rt^nuest; but don't fail to write at once for one of 
 the free bottles Thev contain full twenty five 
 doses hisl^ad of the usial three or four f^'^^ 
 out bv imitators, and will l>e maile*! free upon 
 requeit by mentionl.ig Cheerful Moments^ 
 Address I'r. Swift, U8 Swift Building. New ^orK. 
 
 RKGULAR PRI<"KS-«1.00 a l^ottle ; three InittlM 
 $2 50-a month's treatment. Guarantee*! to cureor 
 money ref.inde.1^ ^^^^^^ ^^ ^^,^^ ^^^ 
 
 Specimen No. 63. 
 
 from local reading notices and small 
 to the houses, and this seldom fails. 
 
 Distribution of Samples. 
 
 The best method is to give out samples from a newspaper office. This secures a sort of en- 
 dorsement and avoids local jealousy among druggists. Places large enough to support daihes 
 will give better results through a general selling in all drug stores than by the appointment of one 
 agent. Samples of medicine should never be left on door steps, as it shakes confidence and is 
 wasteful. It is estimated that neariy one in ten suffers from rheumatism and that even a greater 
 percentage have kidney and kindred ailments, which at best means that indiscriminate sampling 
 is wasteful and not likely to create a proper trial. 
 
 And no matter how efficacious, the local testimonial is all-important, hence the necessity of 
 taking the names and addresses from the place of distribution. 
 
 Store Handers, Cards and Window Display. 
 While the boom is on, window displays are useflil, which may be arranged for as a nile with- 
 out cost. The enterprising druggist usually realizes that it is to his advantage to strike whi e the 
 iron is hot, and that a window tastefully arranged draws trade. Certain folding box manufacturers 
 
I 
 
 I 
 
 i 
 
 134 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 make giant size cartons for this purpose, notably the National Folding Box Co., New Haven, Ct., 
 and Robert Gair, Brooklyn. Signs and Novelties are made by the Meek & Beach Co., Coshocton, 
 O., and the leading drug trade publications advertise other manufacturers. 
 
 The most successful proprietary houses, however, rely chiefly on newspaper advertising, and 
 do not spend much for a lavish display of hangers or novelties. 
 
 Scare vs. Proof in Advertisements. 
 
 One way is to write medical copy so that people will imagine they have some disorder that 
 the advertised remedy cures ; the other way is to appeal to those who realize their trouble. 
 
 Kidney remedies usually find the mention of symptoms a stimulant to sales, because so many 
 have reason to be frightened at the very mention of this dread disease. 
 
 Then, too, it is harder to diagnose it than the case of rheumatism. " Spots before the eyes " 
 do accompany certain dangerous kidney troubles, and yet this symptom may be due to some other 
 minor trouble, and the advertised remedy will do no harm if no good. But there is no mistaking 
 rheumatism, which renders the symptom scare unnecessary. 
 
 No matter what the remedy may be, however, the cheery ad. that looks mostly on the bright 
 side of life and gives a variety of testimonials to prove the worth of the "great discovery " will sell 
 the most goods. When I point out that the Frost campaign I prepared was in accordance with 
 this idea of new health for everybody, it will be seen that a popular chord was struck to produce 
 such immediate results. In one city of 100,000 population, one retailer sold over 2000 bottles 
 within the first sixty days. 
 
 I should have added before, that every person who suflfers from " darting, shooting pains " is 
 likely to be attracted by display lines that bring back the realization of his or her agony, and that 
 a sale is likely to result from sensible text and neighbor's testimony, and in connection I want to 
 say that there never was a greater error than the supposition that a good medical testimonial must 
 be bought. 
 
 Our nature praises the things that add to the sum of human joy, and under proper guidance 
 we will say a good word for even a patent medicine that makes us glad we are alive. Do not 
 forget that whether good or bad, a remedy is a wonderful discovery or a base fake according to 
 its effect on the individual. I once knew of a state legislator who thought he was helped by plain 
 sugar pills, although he thought it real medicine. A good remedy was merely trying to win the 
 greatest number of cures and its manufacturers got up a "side show" in shape of an alleged cure 
 by a supposed competitor, simply to publish an ad. showing the record. Over fifty took the plain 
 pills and thought they were benefited. I do not, of course, approve of such measures, but the 
 startling facts just recited show possibilities. No lasting, permanent good can result from a 
 worthless remedy. 
 
 Selling by Math 
 
 The same general conditions that make a remedy successful locally, also apply in mail order 
 advertising ; viz, free distribution of samples, and testimonials. 
 
 You must get out samples, and have a remedy good enough to secure at least one treatment 
 order in five, where from $2 to $5 is required from each. 
 
 Inquiries should not cost over 50 cents each even on a $5 proposition, because repeat orders 
 are practically out of the question, and until a remedy has been advertised in mail order papers for 
 a long time, it will not be likely to get into drug stores, and thus the selling qualities of any ad. 
 must be judged solely by the number of inquiries or samples requested. 
 
 Specimen 61 brought in one paper over 600 answers at a cost of about |ioo and the average 
 in all papers was at about 25 cents per inquiry. No. 62, also a mail order ad., cost about the 
 same per inquiry, which shows that it pays to run space to the limit to secure as many sample 
 
 ii I 
 
 MEDICAL ADVERTISING. 
 
 135 
 
 requests as possible. In the beginning, nothing larger than No. 6. ,s ^^v-ab e and on the othe^ 
 hand a smaller ad. is not likely to fully prove possib.Ut.es If th,s prom.nently d'^play-d ^ R^t 
 effort fails to secure inquiries in any medium it is certain that the pubhcafon .s a poor P™P-'"°"- 
 Specimen No. 60 is given to show a catchy effect.and to supp y an example °f -''a' «> ^J^^ 
 in mail order advertising. It would answer fairly well in a local weekly as a sort of a,d o the 
 druggist, but it would be a failure as an inducer of inquiries. Even the pleasing des.gn .f enlarged 
 to double column size would be vastly inferior, space for space, to a type ad. l.ke No. 56, etc. 
 
 Securinti Agents by Circular. 
 As I have said, direct advertising for medical agents is generally too costly to b^™'^"''';' 
 and this makes the rental of other advertisers' letters of inquiry the ch.ef rehance By ma.l.ng 
 circulars to thousands who have written letters regarding other agences ,t .s possible to mterest a 
 profitable percentage and secure their services. A limited bill of goods should be -'d - -d> 
 if possible because the lack of periodical advertising deprives even the largest concern of more or 
 less reputation. Besides more will take hold if allowed to pay as sales are made. Discounts to 
 agents should be larger than to the drug trade, because they are obliged to canvass and force every 
 sale, and also because 40 per cent, and 50 per cent, seem to be the standard concessions. 
 
 Probably the best arrangement consists of a 40 per cent, discount, with an additional 10 per 
 cent, for cash with order. Rather than allow 50 per cent, and 60 per cent., offer a good assort- 
 ment of premiums to be given absolutely free when certain amounts have been paid. 
 
 For example, $13 worth of remedies at 40 per cent, off is JySo net. Now when this has 
 been received give as a bonus a watch costing 50c. up, or a I1.50 fountain pen of standard make 
 that can be bought for a third. Thus the proposition appears far better than a straight 50 per 
 cent discount. Women will canvass to make a few dollars and at the same time earn a bonus of 
 dishes, sewing machines, etc., all of which can be purchased at lowest wholesale figures 
 
 Where a line of remedies is sold through country agents on this plan, sales will also result in 
 many unexpected ways. People will often buy assortments for their own — "'"P''""' '^ ^"'^ 
 every-day preparations as cold, dyspepsia, cough, worm, and similar cures are included. But the 
 most gratifying of all is the fact that after the remedies have been on the market for say ten or 
 fifteen years, and thousands of agents have sold them, a drug store demand is sure to assume 
 respectable proportions. One preparation for summer complaints thus enjoys an annual store sale 
 exceeding Jco.ooo net, and all because of the demand created by agents' introduction. 
 
 This "slop over" sale goes through one New York jobber, although unknown to the same 
 agents who have created it. Were this medicine house to advertise in publications to help drug- 
 glts it would lose most of its agents, who will not sell anything known to be carried by deal^ers 
 I recall in this connection the peculiar result of an advertising campaign by a large medical 
 house that wanted to get a slice of the sales through retail druggists, although it had never done 
 business with consumers save by local country agents. ^ . . . 
 
 Accordingly several thousand dollars were spent in daily and weekly paper advertising in one 
 or two states as a sort of starter, and at the end of a year the most amazing results were recorded 
 -the total business in this advertised section was much less than during any previous year with - 
 ou advertising. An account of the campaign was published in Pnntefs Ink and other adver ising 
 Lrnals, and I was highly amused at the " explanations " offered by numerous ad. writers and 
 'agents, ;ho for the most part were certain that the copy was bad, and that they could have 
 avoided the disaster by originating more "Striking" designs, more aggressive salesmanship etc etc 
 The president of the company-a very successful man in his particular way-oftered no 
 excuse, because he admitted that he didn't know what the trouble really was. Later, he consulted 
 me about his regular work and when I suggested that this newspaper campaign made most ot his 
 old agents mad, and at the same time was too inefficient to secure drug store business, he agreed 
 that the shrinkage of the total business was plain. 
 
pj 
 
 Trade Publication 
 Advertising 
 
 A Talk on the Planninii of Ads. Intended to Interest the 
 Trade; the Importance of Illustratinii Sellinii Points, Etc. 
 
 The average advertisement found in trade publications is about as shiftless an effort as can be 
 unearthed, although advertisers are beginning to appreciate the fact that it is mighty poor judg- 
 ment to pay out hundreds or thousands of dollars for space that is filled with a mere business card 
 or weak text to be changed only two or three times a year, or less. 
 
 The first thing to understand in the preparation of a hard-hitting trade ad. is that agents and 
 dealers are busy people as a rule, and to engage their attention and hold it there must be plenty 
 of catchy illustrations. If a series of clever ads., each highly entertaining and somewhat 
 educational, are run in large space it is possible to create a steady class of readers without the use 
 of special designs and illustrations, but this demands the very highest skill in text writing, which 
 makes it risky for the average ad. writer, who would better employ the surer method. 
 
 More than that, the catchy illustration in combination with catchy text matter is undoubtedly 
 more effective than the plain type effort. 
 
 The trade will get in the habit of looking for ads. that are uniformly good, and it certainly pays 
 to invest a few dollars for drawings and engravings — the dividend will be enormous in comparison. 
 
 Trade publication advertising permits 
 the use of novel or humorous illustrative 
 schemes that might be undignified in maga- 
 zines. Anything having a cheap, slangy 
 flavor, however, should be carefully avoided. 
 
 Back from the Races. 
 
 
 /v-^ w-^i^ ffi^^^r 
 
 
 Irrtmgtaa • Mllbnm, 
 
 - The great racr ol the East, competed lor by nuthines o( all the principal makn. 
 May ja The fastest time was made on a Victor by A, W. Porter of Boston, on a 
 rcKuUr road machine, who won the Time Pai/t and alwt the S<iLH> TlUE Pai/ic 
 The prixe for fastest time on a cushion tire was won by A. P. Craig on a Victor. 
 Thclaatctt time on a Safely Bicycle was made by Charles C. Ktuge on a Victor. 
 Model B.with cushion tires. Tb« Victor took aH tbe Tmt Pm/is where entered. 
 
 Tbc Pullman Road Race 
 
 At ChiraKi). Miy 3a bad 223 entries. The fastest time on a solid tire bicycle 
 »as made by Terry Andrae on a^Vktor in 53m. its., thus winning the TiMK PaiZE. 
 
 The Pacific Coaat Race 
 
 At Oakland. Cal . May yt. wa won by lour Model B Vkton, takion the 6m 
 four priics and beating the l^cilk CoMt time rccoi:d. 
 
 41 LoulavlUe, Ky., 
 
 Last week T. E. JefTeris on a Model B Victor won the 3-mile mad race from 
 eleven competitors. Another Model U took second place. These two Victors 
 Mfrc the only ooes entered, and succeeded in beating out two pneumatica. 
 
 BOSTON. 
 
 "Victors Make the Pace." 
 
 OVERMAN WHEEL CO. 
 
 WASHINOTON. DENVER. SAN FRANCISCO. 
 
 Specimen No. 63. 
 
 Specimen No. 64. 
 
 IM 
 
 TRADE PUBLICATION ADVERTISING. 
 
 137 
 
 Put Your 
 Advertisement 
 In the Greatest 
 Of all Agricultural 
 Publications— 
 
 F 
 
 arm and 
 
 Fireside 
 
 And He*l! 
 Come Down with 
 His Wealth. 
 335,550 Other 
 Fellows Just Like 
 Him Have Been 
 Reading This 
 Monarch of the 
 World's Rural 
 Press, and There's 
 Many a Happy 
 Advertiser 
 In the Land. 
 
 Fann and Fireside has the largest circulation of any semi- 
 monthly agricultural paper in America— average for past three 
 months. 335,550 copies per issue. If you want best results, try it 
 
 MAST. CROWELL & KIRKPATRICK. Publishers 
 
 SPRlNGhlELD. OHIO 
 
 108 Times Bldr. 
 HZWTOKi: 
 
 IM3 MonadBock BIk. 
 CHICAGO 
 
 Specimen No. 65. 
 
 The trade ad. can take more liber- 
 ties than the announcement designed for 
 general magazines or regular national pub- 
 lications. For example, Specimen No. 
 6 J originally occupied about 6x7 inches, 
 and it may be well to add that the testi- 
 monial was in a letter instead of on a 
 postal, and I had invented the idea be- 
 fore its arrival. Of course, the wheel 
 paper readers appreciated this sort of 
 advertising, but for general publications 
 the effort needs more detail, such as in- 
 troductory talk, catalog mention, etc. 
 
 Specimen No. 64 shows the first 
 border ever made up from the product 
 itself — the cushion tire — and the whole 
 ad. is a good example for trade paper 
 interest. Specimens No. 67 and 68 fur- 
 ther show how ingenuity can be employed 
 in impressing three vital factors. Neither 
 of these ads. would be suitable for gen- 
 eral publications, but in page space about 
 9x12 they could not fail to keep wheel- 
 men and agents interested. Illustrating 
 points in a novel way is a key-note. 
 
 Among other special features which 
 I illustrated in the campaign of trade 
 publication advertising was a machine for 
 proving the resiliency of tires, with dia- 
 grams showing the tracings of a pen. 
 This was unimpeachable evidence, for 
 every bound of the tire was faithfully 
 recorded, and all other makes of tires 
 were outdone in this particular. Another 
 illustration made plain the valve which 
 was concealed in the rim with a man- 
 hole lid. In fact every special scheme 
 
 or feature was treated at various angles, and the educational effect not only converted wheelmen, 
 but was a potent factor in securing a large army of wide-awake agents, who are glad to represent 
 manufacturers who not only turn out a high grade product, but who are wise enough to advertise 
 it in an intelligent manner. 
 
 Months and years of such work never fail to make advertising in trade journals a profitable 
 
 certainty. , ,• • 
 
 Specimen No. 65 appeared in Printers' Ink and a few other advertising publications, at the 
 
 end of a particulariy prosperous agricultural year when the farmers had paid off old mortgages and 
 
 were in a position to buy new things. 
 
 Specimens Nos. 66, 69 and 70 were also planned for advertising publications but with a very 
 
 definite idea in view. At this time the Companion was only 50 cents a year, and the general 
 
 impression was abroad in the adverdsing fraternity that the paper circulated mostly in small rural 
 

 •J 
 
 
 I 
 
 138 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 A great home masazlne — 
 
 Over 300,000 subscribers— a million and a half readers— 
 
 Mostly enterprising, wide-awake, up-to-date women who live 
 well and have money to spend — 
 
 Women who are interested in new things, new ideas, new 
 products — 
 
 Who are awalce 365 days in the year and are ready to buy 
 my new article of merit. The 
 
 Woman's Home Companion 
 
 Is their favorite because it is the unrivaled woman's magazine 
 of the world — 
 
 Containing articles of romance, travel and fashion by the 
 most popular writers of the day — 
 
 Art covers and illustrations by famous artists who paint true 
 to life. 
 
 Everything that goes to interest, instruct and elevate the 
 whole family — 
 
 All for fifty cents a year. 
 
 Advertisers who want results are Invited to reap a harvest 
 from this splendid creation. 
 
 $1.75 a line — less for quantity. 
 
 Imprint. 
 Specimen Xo. 66. 
 
 places, and was, therefore, unsuitable for 
 goods appealing to city trade. While not 
 quite equal to the Ladies' Home Journal, yet 
 the Companion circulation was a close second, 
 and it deserved to carry the same class of ad- 
 vertising. To convert advertisers, therefore, 
 a series of ads. was prepared, each having an 
 illustration of a refined home, and the first 
 year's eiforts resulted in securing nearly 
 ^50,000 worth of advertising contracts in 
 excess of any previous year. This, too, be- 
 fore the era of good times of 1899 had been 
 ushered in. 
 
 This aggressiveness and betterment in 
 every department from advertising to 
 
 
 M 
 
 ^E Vs/IMMIMG f\A«D 
 
 PROGRESSIVE CYCLING. 
 
 PARAPHERNALIA. 
 
 t. $135 cash. 
 
 a Sense enough to invest in a Vi^r Bicycle. 
 TRICKS. 
 
 1. If your opponent leads off on i second-gjade wheel, follow 
 him lip on a Viftor. 
 
 9 If he leads you over a rough road, you gain the trick with the 
 Vitlor Spring Fork — there's nothing its equal. 
 
 y. U he selei^ a smooth road, you gain a. big point, and the 
 trick, with the ViAor Cushion Tire — it's the '91 joker — 
 beats e\erything. 
 
 4. If you don't want to be a "left" bower in Progressive Cycling, 
 be the "nght" one — show what the "Finest Bicycle Fac- 
 tory in America" can do^it's a winning card. 
 
 The three cards above illustrated will capture a whole pack of 
 ordinary Ones in Progressive Cycling. Art Catalog tells the rest 
 
 OVERMAN WHEEL CO. 
 
 BOCTON. WASHINOTON. DENVER. SAN FRANCISCO. 
 
 •33 
 
 m\ 
 
 Specimen No. 67. 
 
 WHEN? 
 
 When we introdticed the Victor Hollow Rim and compelled our 
 rivals to abandon solid and adopt hollow ones. (A few makers have 
 gone back to the old method to save expense.) 
 
 When we introduced the only reliable anti-vibratory device for a 
 safety bicycle — namely, the Victor Spring Fork. 
 
 When we substituted ball bearings for cones and compelled our 
 rivals to follow as best they could. 
 
 When we introduced the best cushion tire the world ever saw — 
 the celebrated Victor Cushion Tire. 
 
 And we shall come out once more at the big end of the horn with 
 our new Victor Pneumatic Tire. Have you seen it ? 
 
 Imprint. 
 Specimen No. 68. 
 
 TRADE PUBLICATION ADVERTISING. 
 
 139 
 
 'Advcrtitemeiits That A»»eil to the 
 Refined Home Are What We Want." 
 
 General advertisers wbo wish to cover the country in 
 an experimental way can do so at a minimum of cost, by 
 using one medium only, the 
 
 "AmiMiacemeHts that Aopcal ta the 
 
 ktfmti Home are what We Waal ' 
 
 Experimental advertising should be started In a sIdkIc high'trade 
 publication having a circulation large enough to prove whether the 
 scheme is right or wrong. If saccessful, other good mediums cao 
 then be added. 
 
 Where the specialty to be pushed appeals to the average, well'to- 
 do home, the first magazine used should be the 
 
 Woman's Home Companion Woman's Home Companion 
 
 which has a lower proportionate advertising rate than any 
 other high grade woman's magazine in America — $1.75 a 
 line, and over 300,000 subscribers. 
 
 A proper advertisement in this great publication will pay 
 well, after which the advertiser can select other good 
 mediums. 
 
 Forms for June issue close May 1st. 
 
 Imprint. 
 Specimen No. 69. 
 
 which has over 300.000 sobscribers— million and a half readers— 
 and charges but $1.75 a line, with ample discounts for space. 
 
 The Companion rate is lower, in proportion to circulation, than 
 Its only competitor in magazine quality, therefore if an advertising 
 scheme is wrong and bound to be a loss anyway, the saving in the 
 Companion, by reason of a lower sum total, Is well worth the con* 
 sideratlon of every new advertiser. 
 
 Qo cautious till yon KNOW— then push hard. 
 
 Imprint. 
 Specimen No. 70. 
 
 circulation pointed the way to a $i publication, and to-day the Woman's Home Companion is uni- 
 versally recognized as one of America's highest grade publications, notwithstanding the fact that it is 
 printed in a little one-horse Western city, where the manufacture of agricultural implements is the 
 principal industry, which only goes to further prove that it doesn't matter, as a rule, where you 
 are located, providing brains and aggressiveness are put into the development of the business. 
 
 Every trade publication ad. ought to secure almost as many regular readers, proportionately, 
 as the department store ad. When the product will permit, there should be booklets or catalogs 
 printed in the best possible style. These can be mailed to trade lists and also be sent in response 
 to replies to ads. If the advertiser is willing to pay out an extra lO per cent, on the cost of trade 
 publication space for special illustrations and features, it will not be many months before results 
 will prove the wisdom of this course. 
 
 The right ads. will create a desire on the part of thousands to see and read your booklets 
 and other literature. Years ago a certain publisher did such good advertising that he educated 
 the entire fraternity, and one of America's largest manufacturers paid him a high compliment 
 when he instructed his advertising department to lay on his desk every blotter, circular, booklet, 
 advertisement, etc., that emanated from the brain of this particular advertiser. 
 
Miscellaneous Advertising 
 
 Circulars and Leaflets, Blotters, Mailing 
 Cards, Window Cards and Dressing, 
 Bill Boards, Street Cars, House Organs, 
 — — ^= Novelties, Etc. — =^= 
 
 While periodicals afford the cheapest and best means for advertising most things, yet there 
 are other auxiliary forms that are profitable when intelligently executed. 
 
 The common error is in supposing that these supplementary methods can take the place of 
 regular advertising, and the desire to substitute is generally based on an attempt to save expense. 
 There are few, if any businesses that cannot employ the periodical if they can anything, and the 
 greater investment should not be rejected simply because something else costs far less. It will 
 generally be found that results represent a certain percentage of profit, based on a given expendi- 
 ture for advertising, and that the advertiser only gets what he pays for. In other words, if a cam- 
 paign costing say $ 1,000.00 returns a profit of 1 100.00, it is folly to expect substitute or auxiliary 
 advertising costing but 1 50.00 to do as well. 
 
 And more than that, let it be understood that Booklets, Blotters, Street Cars, etc., only pay 
 to any extent when used with regular advertising. In this connection I recall the attempt of a 
 typewriter concern to mail catalogs direct to business men, instead of continuing its magazine 
 advertising as had been the policy for a dozen years previously. The final result was that the 
 catalogs did find customers for awhile, but as time advanced and the machine continued to lose its 
 magazine prestige the catalogs dropped off in results until they scarcely paid their cost. 
 
 While, of course, there are exceptions to all things, yet it is a pretty good rule to bear in mind 
 that periodicals are the first necessity in promoting business. But this does not mean that the 
 auxiliaries should be avoided ; on the contrary they ought to be a part of the complete publicity 
 system. What is wanted at this time is a proper understanding of their worth. 
 
 Circulars and Leaflets. 
 
 Under this head comes an endless variety of styles, sizes, shapes, etc., and they are all good. 
 Generally the leaflet or circular is used because the advertiser can't afford, or thinks he has no use 
 for, a booklet or catalog. But there is a specific use for the former, even though the latter is 
 employed. An idea like specimen No. 63 is almost as useful for a leaflet as for a trade paper ad. 
 Left on counters or enclosed with correspondence it can hardly fail to pay its cost and something 
 besides. Specimen No. 67 may also be included in these remarks, owing to the novelty of the 
 illustrative scheme, and it would be particularly good on a four-page leaflet with matter relating to 
 the three points brought out — finest factory, cushion tire and spring fork. 
 
 Retailers ought to mail neatly prepared leaflets to a select list of families and a good plan is to 
 do so monthly. The great department stores usually spend enormous sums in this way. For 
 example, one eight-page leaflet is devoted to illustrating and describing Summer Furniture; 
 another exploits a fine line of canned goods; while a third effort may be a twelve-page booklet on 
 Parlor Decoration. One of Wanamaker's entitled " March is the Month for China" consisted of 
 eight pages and an expensive cover in several colors. In a way it was a miniature catalog, with 
 particularly tempting price oflferings. 
 
 I prefer as a rule the smaller leaflet printed on fine coated book paper with good illustrations, 
 to the cumbersome circular which is too often a commonplace affair. It pays to mail these both 
 to customers and prospectives. 
 
 140 
 
 MISCELLANEOUS ADVERTISING. 
 
 141 
 
 Blotters and Their Use. 
 
 Ordinary blotter advertising is a poor 
 proposition. Millions of them are printed 
 and at best they are but supplementary to 
 regular advertising. If employed they should 
 have the efl^ectiveness of the chatty ad. in com- 
 bination with the catchy illustration. Speci- 
 men No. 71 represents a good type, and 
 almost any unique ad. along similar lines will 
 also be eflTective. A proper arrangement of 
 Specimen No. 23 aflrbrds possibilities, while 
 Nos. 63, 65, 66, 67, 68, 69 and 70 can like- 
 wise be made up for blotters with a reasonable 
 certainty of being read. 
 
 Blotters can be used by publishers and 
 manufacturers who have trade lists, but they 
 are hardly adapted to retail trade conditions. 
 Specimen No. 38 would look well on a blotter, 
 save for the reason that medical advertisers 
 cannot use this form, owing to the fact that 
 they can influence dealers only through the 
 demand of consumers. If blotters are used at 
 all, let it be a regular feature for a long period, 
 and only as an auxiliary. 
 
 Mailing Cards. 
 
 A good mailing card, used in moderation, 
 can be eflTective, but the mere massing of colors 
 in some heavy, outlandish design is a foolish 
 waste of cash. Too much has been expected 
 of mailing cards, and at best I consider them 
 inferior to blotters. Both should be sensibly 
 catchy and contain text matter that will be 
 read. The average mailing card is either a 
 piece of poor printing on manilla board or tag 
 stock, or a flashy color design on tinted tough 
 check stock. The former is usually a mere 
 type affair, while the latter is apt to have as its 
 key note an illustration that is used on many 
 customers' cards, by simply changing the read- 
 ing. This ready-made, non-specific cut is just 
 as bad for a mailing card as for a newspaper 
 ad. If you can't aflford to have the illustrative 
 scheme original and adapted to your product 
 exclusively, then give up mailing cards. 
 
 Window Cards and Dressing. 
 
 Little need be said about the importance 
 of window dressing, since every retailer of sense 
 
 Told by 
 Hundreds 
 
 THE PULLING QUAU 
 ITIES OF FARM AND 
 FIRESIDE AS AN AD- 
 VERTISING MEDIUM. 
 
 The great superiority of Farm and 
 Fireside over all others as an advertis- 
 ing medium has been told for years 
 
 TOLD BY the Keystone Woven 
 Wire Fence Co., Chicago, who say 
 Farm and Fireside is by long odds the 
 most profitable advertising medium 
 they ever used. 
 
 TOLD BY the Sandwich Mfg. Co., 
 Sandwich, 111., manufacturers of bahng 
 presses, who say Farm and Fireside last 
 year brought them more inquiries (that 
 afterwards led to sales) than any other 
 paper. 
 
 TOLD BY Wm. Henry Maule, the 
 noted seedsman of Philadelphia, and 
 hundreds of others, all of whom unite 
 in saying that Farm and Fireside is a 
 " puller " and business bringer. 
 
 Circulation "Way Up" 
 
 Av erage for past three months 335.550 Copies per issue 
 
 IMPRINT 
 
 Specimen No. 71. 
 
142 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 There's 
 
 a wrong 
 
 impression about 
 
 this Suit. 
 
 It isn't as 
 
 good as it loolcs, 
 
 but $10 is 
 
 a mighty 
 
 low price for $30 
 
 appearance 
 
 • 
 
 
 Specimen Xo. 73. 
 
 These Oxfords would have cost you 
 $5, but the manufacturer failed and we 
 scooped in all we could get. $3.25 
 while they last. 
 
 Specimeu Xo. 72. (Original Size 6 inches.) 
 
 Specimen Xo. 74. 
 
 knows that this is one of the best ways of attracting trade. Have frequent changes, and don't 
 stint the expenditure. A druggist brought back from Jamaica a large quantity of strings of beads 
 madfe from odd native seeds. One week the window and store hung heavy with them — the 
 following week they went on sale. Paper flowers, and similar decorations, will set off almost any 
 line of goods. 
 
 Window cards ought to say more than " Fine Overcoat only $1$" As a matter of fact much 
 thought should be expended on them. Specimens Nos. 73 to 78 express my idea. A brief chatty 
 ad. can often be used like Specimen No. 1 1 1 for example. Occasionally a complete chatty ad. as 
 run in the newspaper can be painted on a full sheet card and displayed in the window in connec- 
 tion with the goods to which it refers. 
 
 Manufacturers in most lines will find it an inexpensive investment to furnish dealers with 
 window cards. Specimen No. 72 shows another effort quite out of the ordinary. 
 
 Bill Boards and Street Cars. 
 
 The one great thing to remember when appropriating money for these forms of advertising 
 is this : they are almost never able to create a demand for a new product. While good for old 
 established advertisers, they are strictly auxiliary, and act largely on the reminder idea. 
 
 The late Gerhardt Mennen once told me that bill boards and street cars had never paid him 
 until his talcum powder had been sampled house to house and considerable periodical adver- 
 tising had given a local reputation. A Massachusetts shoe polish manufacturer lost considerable 
 money until I advised him to go into the papers first and street cars afterwards. 
 
 Prices for displaying 11x21 cards in Elevated and Subway cars in New York are as follows, 
 either system : all cars, $540.00 per month on yearly contract; one-half of all cars, I300.00 per 
 month ; six months 10 per cent, additional, three months 15 per cent, additional. Street car rates 
 in most cities will not greatly vary from 50 cents per car per month. 
 
 Prices for bill boards vary according to location, colors, etc. Painted bulletin boards, accord- 
 ing to the Gunning System, Chicago, usually average 25 feet in length at from 1 10.00 to $25.00 
 a month. Wall displays average 800 square feet at about 5 cents per square foot, or a year's guar- 
 anteed display, 50,000 square feet, in Chicago, costs about $2,500.00 a year. 
 
 Car cards 11x21 of striking color design are generally best. Too much text is out of 
 place, although a good retail card can be made effective in a 36 point or 48 point type without 
 display or illustration. Specialty advertisers get the best results from this kind of advertising. 
 
 MISCELLANEOUS ADVERTISING. 
 
 143 
 
 We imported this exquisite Olive 
 Oil for those who want the best. 90c. 
 the quart bottle. Common sort 60c. 
 
 Here's a chance to sponge on us to- 
 day. If 18c. for these Rubber Sponges 
 isn't sponging on our profits we need 
 lessons in arithmetic. 
 
 Specimen No. 75. 
 
 Si>eelmen Xo. 77. 
 
 Pretty gay ties, but Dame Fashion 
 says they're correct, and we meekly 
 submit. Your pick 39c. 
 
 Buy one of these Oak Heaters 
 and we'll make it hot for you. $4 
 to $35. 
 
 Specimen Xo. 76. 
 
 Specimen Xo. 78. 
 
 House Organs. 
 
 Small store papers or house organs are good advertising mediums. They can be of any size, 
 but a large concern will find it best to issue in brief magazine form, say from eight to sixteen pages, 
 7 X 10, with a cover in one or two colors of ink. Good half-tone illustrations should be used to 
 lend interest to the text. An organ of this description should be published monthly and be mailed 
 to a trade list. Have special educational articles and let the news feature of the business be prom- 
 inent. For the retailer, a monthly store paper, say 5 col. folio, on ordinary stock, will do good if 
 carefully attended to. An effective yet economical plan is to have the house ads. occupy half the 
 space, using plate matter, stories and miscellaneous reading for the balance. Manufacturers of 
 specialties will furnish free cuts for any of their goods. 
 
 A good co-operative plan is for a grocer, a clothier and a druggist, for example, to club 
 together and share expenses together on a monthly house organ. This plan makes possible a large 
 list of patrons to whom copies may be mailed monthly. 
 
 Novelties for Advertising- 
 Calendars, celluloid goods, etc., are not in themselves good trade-bringing mediums. But 
 they are useful to a certain extent— as reminders, when presented to the trade. The insurance 
 agent is expected to present calendars, and he should strive to have something catchy. Knives, 
 match safes, pocket and memorandum books, etc., are particularly good for salesmen to give away 
 once a year, and while unlikely to alone secure an extra order, yet they do produce good humor, 
 which every drummer appreciates. 
 
 It is doubtful, after all, whether novelties are really advertising, and I have often thought 
 that they ought to be charged up to the salesman's expense account since he generally hands out 
 or mails these trade jolliers to business friends simply as gifts. 
 
 While certain articles like celluloid memorandum books, stamp holders, etc., are sometimes 
 given away to consumers, yet they never really influence sales, more than an era of good feeling 
 involves. And the indiscriminate use of the advertising novelty is pretty apt to prove a mighty 
 bad investment. Better improve and beautify the booklet or other printed matter with the novelty 
 money, and if you then favor presents have them good and practically for the trade only. The 
 best method of distribution of novelties to consumers is at fairs and exhibits, as attractions, and 
 people who attend these affairs are pretty apt to be worthy. 
 
Form Letter Writing 
 
 Circular Letters a Misnomer, Elements 
 to Incorporate, Two Classes of Letters, 
 Getting Replies a Necessity, Errors to 
 = Avoid, Examples and Criticisms = 
 
 I dislike the term " circular letter," and believe it should never be used, since the main 
 trouble with the great majority of imitation typewritten letters is that they are really nothing but 
 circulars in the guise of personal correspondence — and no one is deceived, though often disgusted. 
 
 Form letter seems to me a better name, and its contents should always savor of the 
 personal element that obtains only when written out in long hand or is dictated to a stenographer. 
 The moment the form letter writer begins to figure out that he has at his disposal one or two 
 solid pages, then a circular pure and simple results. 
 
 Although thousands of advertisers, and business men who don't advertise, mail millions of 
 these imitation letters, yet their usefulness, when properly prepared, will not diminish. 
 
 Elements to Incorporate. 
 
 A form letter should be as personal in tone as possible. Some of the best efforts have been 
 made up from portions of personally written or dictated letters, and in this way the wording is 
 pretty apt to be natural and therefore wholly different from that employed in space filling. 
 
 For example, all advertisers constantly receive many letters from people who ask numerous 
 questions in addition to requesting a booklet or catalog. Withm a few months the person who 
 answers any concern's correspondence will find himself or herself dictating substantially the same 
 replies, and by examining a large number of copies of old letters many a paragraph here and there 
 will be found useful for incorporating in form letters. 
 
 As much as possible, these should anticipate the most important and more frequent queries, 
 especially in a series of follow-up letters. 
 
 Two kinds of form letters are employed — those in reply to requests for literature, etc., and 
 those sent out unsolicited. Form Letter No. i is a good representative of the latter class, and 
 No. 2 is a poor one of the former class. 
 
 In either case the form letter should be a good imitation of a typewritten letter, with the 
 name, address, etc., perfectly matched on the typewriter. Many printers make a specialty of this 
 work, and it doesn't pay to have cheapness the main consideration. Now that the carbon copy 
 method has largely replaced the old copy book with its blurred, and often indistinct, appearance, 
 the best form letters are printed to imitate the ribbon effect. The entire letter, with facsimile 
 signature in black or color, is set up in modern typewriter type that exactly matches the standard 
 makes of typewriters, and an inch or more blank space left at the top enables the typewriter to 
 fill in the name, address, etc., so that the complete letter has every appearance of being a genuine 
 dictated one. 
 
 Of course most people of intelligence know that a reply to their request for literature must 
 be a stock form, but if the matching is good and the letter sensibly brief and personal in tone, it 
 accomplishes as much good as though it were actually dictated. 
 
 The main winning elements in brief are : directness, natural tone, avoidance of rehash of 
 technical facts that properly belong in printed literature, and an effort to induce the recipient to 
 sit right down and answer your letter — and ask more questions. Many a person has been so' 
 impressed with certain form letters that he or she felt it a duty to reply, even if but to inform the 
 
 144 
 
 FORM LETTER WRITING. 
 
 145 
 
 W. D. BOYCE CO. 
 BOYCE'S WEEICLIES and WOMAN'S AYORLD 
 
 Boyce Building, Chicago, Jan. 30, 1905. 
 
 George H. Powell, 
 913 Temple Court, 
 Norfolk. 
 
 Dear Sirl- 
 
 Mr. R. W. Sears of Sears, Roebuck & Co. advertised in 
 our papers 18 years ago, and he has been a customer ever since. 
 
 He spends half a million dollars a year in papers that 
 circulate in the country. 
 
 His sales for 1904 will amount to about $30,000,000.00 
 
 He knows where to get the trade that stays and pays . 
 
 BOYCE 'S WEEKLIES and WOMAN'S WORLD circulate wholly in 
 the country and reach every seventh family of those who form 
 69^5 of the population. 
 
 Follow Sears. 
 
 W. G. F. S. 
 
 Respectfully yours. 
 
 W. D. Boyce Co. 
 
 Form Lictter No. 1. 
 
 advertiser that the ad. had been answered " without realizing that the goods cost so much," etc. 
 Many a time, too, these same people have done so much hard thinking when laboring with their 
 replies that they saw a way to afford the price, which resulted in this first letter being destroyed 
 and an order-letter sent instead. 
 
 When you can get the recipient to write you, much has been accomplished, and this should 
 be kept in mind in preparing form letters, especially the follow-ups. 
 
 Errors to Avoid. 
 
 Make the letters brief. A single page is almost always better than two or more. No sensi- 
 ble business man would write two or three solid pages merely because the party had asked for a 
 catalog. Be almost as brief as you would were you actually dictating. Don't crowd or run in 
 solid — remember paragraphs. 
 
 Don't make a form letter a continuous effort to fool people. The practice of leaving lines 
 blank in the center of the letter to be matched and filled in by the typewriter, is insulting and 
 unlikely to fool anyone except the advertiser. For example: "and we beg to assure you, Mr. 
 Brown," etc., appearing in the midst of the letter is intended to convince the reader that it is a 
 dictated letter, but this filled line closely adjoining the printed letter on two sides, is never a good 
 match in ink or impression, and thus much labor is lost. 
 
 Don't try to cover the business points that are, or should be, in printed literature. Remem- 
 ber that the main object of a form letter reply is to show the inquirer for a booklet, etc., that the 
 
146 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 MA.ILI OROBR DBPARTMBNT 
 
 Metal 3^\jrniture Mfg. Co. 
 
 ■ay 12, 1904. 
 
 Mk*. Henry ■• Chandler* 
 newark, Ohio. 
 
 Dear Slr:- 
 
 <X 
 
 C- 
 
 Ve cordially Invite you to call at our City Salesrooms and 
 offleea, No. 17 West 4Znd St.. when you are in our vicinity. 
 
 k e 
 
 ▼e want you to come in even If you do not Intend to purchase 
 inmedlately. We want to get acquainted with you and we want you to get 
 acquainted with us and our goods so that you nay have full confidence In 
 both. 
 
 / We have a telephone which Is always at your disposal and you can 
 /have your mall addressed In our care and we will be glad to give yoa all 
 I the information you nay require If you are a stranger In New York. Just 
 I call and ask for the writer or address your letters Ho. 17 West 42nd St. 
 
 I The location is accessible by all cars. It la near 5th Avenue across the 
 \ street from the new Tllden Library which Is In the course of construction 
 \and it la a square from the Grand Central Depot. 
 
 •- If you wish our book and price-list kindly let us know. Do not 
 # hesitate to write us for any Infomation; we appreciate the opportunity to 
 I give you ftill and detailed particulars about anythinc that Interests you. 
 
 ('^ We are very much interested in your wants and it sires us 
 
 pleasxire to receive your letters. 
 ^ cordially yours, 
 
 MBTAL FURNITURE MPQ. CO. 
 
 Form Letter Xo. 12. 
 
 request has been granted, merely adding a little personal flavor or chat. In the unsolicited letter, 
 the object should be to enthuse the recipient if possible, get him to read good accompanying litera- 
 ture, and in the end secure the order. 
 
 It seems hardly necessary to add that a typewriter type letter, printed on poor paper and with 
 name and address filled in with a pen, is the rankest sort of idiocy. No attempt at filling would be 
 
 a hundred times better. 
 
 About Form Letters Nos. 1 and 2. 
 
 Note the brevity of No. i, which was sent out by one of the largest and most successful publishers. They dive right into 
 facts that must appeal to mail order advertisers, and after citing a notable example and adding a few words, they close I see 
 no real criticism here, although I favor a few introductory words, and would probably prefer the letter to begm someihmg like 
 this • " We know you want results and will listen to any reasonable argument that shows you how to increase your busmess, 
 etc. ' But the directness and brevity of the letter as it is, will insure its reading in a large percentage of cases. The mention of 
 this great mail order house is io the nature of news, and this is always more proper in a letter than in printed matter. I be 
 
 eUmtnt of personality, remember. . . , . , 
 
 Form No. 2 is a sample of inexpert work. Although sent out in response to a request, yet there is no mtimation that a 
 booklet was sent, as reallv was, and one would infer that the letter belonged to the unsolicited class. Other criticisms : 
 
 (a) After the customary " Replving to vour esteemed favor we are sending you under another cover, etc., it would be 
 well to add any statement about famous' hotels and people who have just bought these beds— anything in the nature of news that 
 
 carries conviction of superiority. 
 
 (b) This paragraph is a waste of words. Directions for getting to a store are unnecessary in a letter. 
 
 (c) As this letter was sent out in response for information about goods, nothing should be held back. When an adver- 
 tiser sends out form letters to a list it doesn't usually pay to mail a complete line of printed matter, or expensive catalogs, but a 
 neat, catchy leaflet or booklet should go in the letter that will be likely to interest the reader sufficiently to mduce him to ask tor 
 the complete book. Never mail a letter without printed matter of some sort. ^^_ 
 
 (d) There is no argument or interest in this, and the expression " it gives us much pleasure to receive your letter is 
 extremely amateurish. 
 
 Card Index and Follow-Up 
 
 Systems 
 
 By " follow-up " system is meant a method, or, perhaps, more strictly speaking, a series of 
 methods, whereby all replies to your advertisements are properly taken care of, not only by prompt- 
 ly sending all circular matter, booklets, price-lists, etc., but in systematically filing names and 
 
 addresses for future attention. 
 
 Years ago It was thought sufficient to merely send out the literature called for, and then either 
 enter names and addresses in some book— oftentimes a partly used ledger— or else file away the 
 letters of inquiry themselves. Once or twice a year, if the office help had nothing to do, some 
 attempt was made to address new circular matter to the " old list." 
 
 No. 
 
 Name 
 
 P.O. 
 
 B'jvet 
 
 Shipping Point 
 
 How Started 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 Circulars Sent 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 Replies 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 Samples Sent 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 Replies 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 Letters Written 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 Replies 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 Special Quotations 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 1 
 
 (■ — 
 
 Rfplies 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 1 
 
 \ 
 
 LIBMANV eUMCAU. * 4BBei 
 
 B*!. JULY 14. tK91. «!*< 26. !«»' 
 
 Card No. 1. 
 
 In this way, with little regard for system, the advertiser felt he had done his duty, and not 
 until bright business people opened his eyes to the possibilities of something better did he realize 
 the wasted opportunities. Replies from advertising cost money, and competition nowadays is too 
 keen to permit of slip-shod methods. In many enterprises, especially where any considerable sum 
 of money is involved on the part of the party answering your advertisement, it not infrequently 
 takes as many as five " follow-up " circular letters before the order is landed. In other instances 
 a second or third letter extracts practically all the cash possibilities for a time, after which the 
 " list *• becomes a mere permanent one, and only worth circularizing at remote intervals. 
 
 In beginning a scientific consideration of the " follow-up " department of advertising it is 
 proper to begin with the three primary divisions of GUIDE CARDS as illustrated on next page. 
 Whatever may be printed on the real record cards themselves— the cards containing names, 
 addresses, memoranda, etc.— it must be remembered that their assignment and location in the 
 
 147 
 
1^' 
 I'* 
 
 148 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 Showing Primary Divisions ol tlie Card File System. 
 
 system or drawer-file is determined by the guide 
 cards referred to, which of themselves record no 
 data of any kind. 
 
 Let it be understood, too, that in a large and 
 comprehensive system the guide cards A to Z, with 
 the data or record cards sandwiched in between, 
 may extend to a dozen or sixty drawers in a filing 
 cabinet, depending of course on the number of appli- 
 cations received and recorded. The same may also 
 be true of the i to 31, or January to December 
 guides. 
 
 The Tickler System. 
 
 1 place this first because it is really the key to a 
 systematic following up of inquiries. Suppose your 
 advertisements bring you fifty replies to-day. A 
 clerk takes the ordinary stock cards, either blank 
 or elaborately ruled, as the complexity of the busi- 
 ness demands, and with typewriter or pen fills in the name, address, and date of request. The 
 cards are then used to address your circular matter, circular letter, etc. 
 
 V This ends the first process. In say three or four weeks you intend to follow up with more 
 matter, and it is important that a system of procedure be observed. To put the diflferent days' 
 cards together at this time means an accumulated mass at the end of a week or two, and experience 
 has proven that so much work coming in a bunch is never properly attended to. And, moreover, 
 such an uncertain plan means that some names would have a second batch of literature sent them 
 long after the three weeks settled on as the proper time for such follow-up had expired. 
 
 The only sure way is to have each day's new names taken up for the second circularizing m 
 exactly three weeks from the day the first matter was sent. 
 
 Therefore, all cards first dated say the 3d of the month, and thus showing that the first cir- 
 cularizing had been attended to, should be inserted directly after the guide card bearing the figure 
 24, the cards of the 4th go after the guide card 25, and so on. Then, as the 24th or 25th, etc., of 
 the month arrives, the cards assigned for this date are removed, and after examination all showing 
 
 orders received are 
 put in an order 
 drawer, while the 
 balance are used to 
 address a SEC- 
 OND circular let- 
 ter and mail new 
 printed matter to. 
 Another date, the 
 24th, indicates your 
 second circulariz- 
 ing. 
 
 This duty per- 
 formed, the cards 
 are again set in 
 another tickler 
 drawer having the 
 Card No. 2. same style of guide 
 
 PuWicitioit 
 
 Where published? 
 
 How often? 
 
 Spece contracted 
 
 Position 
 
 Length of time 
 
 Number of insertions 
 
 How often 
 
 First insertion 
 
 How contricted end date 
 
 
 
 
 
 
 
 ORDERS 
 
 
 
 
 
 
 OMa 
 
 Tl»».| Cw 
 
 TmiI SiMca 
 
 Dim 
 
 Ttm.1 
 
 Copy 
 
 TotiJ SpK. ! 
 
 1 0«lt 
 
 TimM 
 
 CW 
 
 Taul Spaca 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 sr 
 
 
 
 
 
 RECORD ( 
 
 5F INSER1 
 
 riONS 
 
 
 
 
 
 
 ._ J 
 
 = ; 
 
 
 — . ^ — 
 
 : 
 
 July 
 
 : : 
 
 : : 
 
 I 
 
 • : 
 
 
 Jan 
 
 
 
 
 
 
 
 
 
 
 
 
 : : 
 
 
 
 
 
 Auk 
 
 
 
 
 
 
 Feb 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 : 
 
 Sept 
 
 
 
 
 
 
 Mar 
 
 
 
 
 
 
 
 
 
 
 
 
 : : 
 
 
 ; : 
 
 
 
 Oct 
 
 : ": 
 
 
 : 
 
 
 
 «|i.il 
 
 
 
 
 
 
 
 
 
 
 
 
 : : 
 
 
 
 
 
 Noif 
 
 
 
 : : 
 
 
 
 May 
 
 
 
 
 
 
 
 
 
 
 
 
 • ; 
 
 : : 
 
 
 
 
 1 Dec 
 
 
 
 
 
 
 JUIM 
 
 1, 
 
 1 
 
 
 
 
 
 
 
 
 
 CARD INDEX AND FOLLOW-UP SYSTEMS. 
 
 149 
 
 Post Office 
 Paper 
 
 State 
 
 Issued 
 
 Space 
 
 Noi Times 
 
 Payable 
 
 Amount 
 
 Agent 
 
 cards— I to 31. This time the date assigned is the 13th of the following month, and when this 
 date matures all cards not showing, by the regular books, orders for somethmg, are agam used to 
 
 circularize a THIRD batch. • • r 
 
 It will be seen that this system can be carried to any extreme, accordmg to the necessities ot 
 the case. If only one circularizing after the first is wanted, then a single tickler is sufficient, the 
 cards without orders going direct to a permanent location or cabinet, where they are arranged accord- 
 ing to state guides and without the employment of the i to 3 1 guides. For fear the " guide card 
 term may not be clear, it is only necessary to say that it is an extra heavy blank having a raised 
 "tab" which rises higher than the regular record cards. They are signs, enabhng you to quickly put 
 your finger on any division without loss of time; thus A to Z, i to 31, and Jan. to Dec. are"tab 
 or " guide " cards. See " Primary Division " drawer previously referred to. There are also many 
 other guide cards sold, such as state cards, etc. 
 
 Subdivision of Guides. 
 Suppose your daily inquiries run up to 200 or 300, requiring as many record cards. So 
 many in a bunch means a good deal of hunting in case you want to find a certain card, either in 
 the tickler or permanent file, and therefore to minimize the labor we introduce guide cards A to Z 
 
 between each of the i 
 to 31 guides. This 
 means a set of A to Z 
 for each day of the 
 month. 
 
 In this amplifying 
 the towns are arranged 
 in directory style — 
 Arlington after the 
 guide A, Bennington 
 after guide B, and so 
 on. Every day this is 
 repeated, and the extra 
 cost of so many A-Z 
 guides at the start is re- 
 paid ten times over in 
 labor saved, suppos- 
 ing, of course, that the 
 accumulating lists war- 
 rant. 
 
 This A-Z arrange- 
 ment in the tickler is 
 also time well spent, 
 as at the final transfer 
 to the permanent cabi- 
 net, it merely requires 
 the separation of states, 
 and no spread of table 
 space for sorting is 
 necessary. 
 
 The Januarv to 
 
 dtaowlng Spectal C«d for Recordlni DlHerent Ads. of One Advertiser In same p.per. December fiuidcS afC 
 
 Card No. 4. •* 
 
 Jan. 
 
 Feb. 
 
 Mar. 
 
 Apr. 
 
 May 
 
 lune 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 1 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 1 
 1 
 
 
 
 
 July 
 
 Aug. 
 
 Sept. 
 
 Oct. 
 
 Nov. 
 
 Dec. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 •^^^^ 
 
 
 
 
 
 
 
 Card No. 
 
 3. 
 
 
 
 
 
 
 
 
 >^^^^ \yr>^r^- 
 
150 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
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 Pt^'i 
 
 reh 
 
 iS^.j'x 
 
 fr,ry 
 
 y/. /^ 
 
 SS. YC^. 
 
 The Monthly Advertising Expenditure Book. i^SxlO Inches.) 
 
 used the least. They frequently have i to 31 guides inserted for each month, and serve the pur- 
 pose of daily reminders. For instance, Jones says he will send you an order within six weeks. 
 To keep track of this a card should be made out containing this information and dropped in at 
 the proper time— say March 29th. When this date's cards mature they are examined to see who 
 have ordered, and thus Jones, and others who have failed to keep their word, are followed up 
 with a special letter of reminder. 
 
 It is this getting people to commit themselves, either wholly or partially, that helps sales. 
 
 You cannot aflFord to let matters take their course. 
 
 Follow-up Literature. 
 
 The original literature sent out in response to requests should consist of: 
 
 1. Booklet or circular matter, or both. 
 
 2. Imitation typewritten letter. 
 
 3. Return envelope. 
 
 Letters should be filled in with name, address, etc., so the match is perfect. Nothing is 
 worse than a half-way attempt, that at best is an insult to one's sense of appreciation. 
 
 The second batch sent out to those who fail to place an order meantime, should be different 
 from the first. It is useless to send the same stuff again. As a rule the first matter should be 
 as complete as possible, so the stranger will receive the very best impression, and this impression 
 once formed will make it easy for future follow-ups. Because a party fails to order as quickly as 
 he or she should really indicates nothing — save procrastination, may be. 
 
 The good impression may be there all right, but unless systematically kept after a good cus- 
 tomer may be lost. 
 
 A complete booklet or catalogue going to the inquirer promptly, the second, third, and sub- 
 sequent circularizing should consist of leaflets or small booklets, hammering at new points which 
 may have been treated only in a general way in the first large booklet. 
 
 Follow-up literature should, if possible, be late information— new testimonials, new uses for 
 a product, etc. 
 
 CARD INDEX AND FOLLOW-UP SYSTEMS. 
 
 151 
 
 Never send out 
 mere copyings of old 
 matter. 
 
 The manufacture 
 of Card Files is now 
 an important industry. 
 For the mere keeping 
 of names and addresses 
 of persons who send 
 requests for catalogues, 
 or become purchasers, 
 ordinary Z ^ S blank 
 cards are often used, 
 the clerk merely copy- 
 ing name, address, key 
 number of advertise- 
 ment, etc. An ordi- 
 nary rubber dating 
 stamp is used to show 
 when first literature 
 was sent out, which 
 The Index and Total Result Book. (5x7^ Inches.) method is likewise fol- 
 
 lowed in subsequent circularizing. The keying of each ad. may be a different " Dept. No -" for 
 each publication, or a series of "Room No. - " may be adopted. In large establishments special 
 ruled cards are usually provided, which include blank spaces for as much data as may be desired. 
 The Yawman & Erbe Co., Rochester, N. Y. ; the Shaw-Walker Co., Muskegon, Mich. ; 
 the Globe-Wernicke Co., Cincinnati, O. ; Library Bureau, Boston and New York, are leading 
 
 card file manufacturers. 
 
 Arraniieincnt of Card Blanks. 
 
 Cards Nos i 2, 3 and 4 herewith reproduced are specially adapted to the advertiser's use. 
 The majority, however, often desire some special ruling, and consequently stock card forms are 
 seldom carried by manufacturers. Card No. , is for a more or less elaborate record of deta.l 
 from the time the inquiry is received. The key to ad. should be noted at "No. - : Card No 
 a shows a Special Ruled Card for recording insertions of e. o. d. ads. m da.ly papers, although .t 
 can be used for a weekly or monthly publication. The original size card was 5 x 7 .nches. 1 he 
 spaces for data, such as record of copy sent the paper, total space, etc., is not essent.al, save where 
 much advertising is done. Card No. 3 is a simple scheme that fills all ordmary requirements for 
 all publications save dailies. For the latter a very large card with a blank space for each day ,s 
 necessarv, or the form as shown for " Monthly Book of Daily Results will answer. Card No. 
 4 is anoiher Special Card specially prepared for an advertiser who runs more than one kmd ot ad. 
 in the same paper. Especially valuable to record the amount of space g.ven each article. The 
 4th of July shows .50 lines were given the sewing machine ad. and underneath the .00 means 
 number of replies received. 
 
 Book Record System. 
 Some advertising detail is best kept in books, and the reproductions herewith are almost per- 
 fect The advantage of the Monthly Advertising Expenditure Book is this : you have before 
 vou at a glance each month's list, with permanent record of every necessary detail, save record of 
 inquiries Many magazines require payment before month of issue ; others are payable during 
 
152 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 Key. 
 
 Publication 
 
 /y^/ 
 
 fx*»»C>' 
 
 I$»U0. 
 
 / 
 
 Spaie ^ y ^^^J f^ Price, t ^f^J^-^^ 
 
 INQUIRIES 
 
 (dg>^ /^^J 
 
 Month 
 
 1 
 
 3 
 
 8 
 
 4 
 
 5 
 
 s 
 
 7 
 
 8 
 
 9 
 
 10 
 
 11 
 
 13 
 
 13 
 
 14 
 
 15 
 
 16 
 
 17 
 
 18 
 
 19 
 
 20 
 
 21 
 
 22 
 
 23 
 
 24 
 
 25 
 
 26 
 
 27 
 
 28 
 
 29 
 
 30 
 
 31 
 
 Total 
 
 JAN. 
 
 /^ 
 
 // 
 
 // 
 
 /^ 
 
 / 
 
 ^^ 
 
 
 //y 
 X2 
 
 /o 
 
 / 
 
 9 
 
 6 
 
 /^ 
 
 _ 
 
 /9 
 
 J 
 
 7 
 
 / 
 
 / 
 
 /M 
 
 6 
 
 .— 
 
 7 
 
 / 
 
 f^ 
 
 / 
 
 ^ 
 
 9 
 
 — 
 
 7 
 
 / 
 
 J 
 
 ^// 
 
 FEB. 
 
 ^ 
 
 / 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 / 
 
 
 
 
 
 
 
 ^ 
 
 
 
 
 MARCH 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 APRIL 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 MAY 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 —^ 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 JUNE 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 JULY 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 AUG. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 SEPT. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 OCT. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 NOV. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 DEC 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 1st or Lieft-hand pa§re of Inquiry and Receipt Book. (9x1 li inclies.) 
 
 RECEIPTS. 
 
 MOMTB 
 
 1 
 
 2 
 
 3 
 
 4 
 
 S 
 
 c 
 
 7 
 
 8 
 
 9 
 
 10 
 
 11 
 
 1* 
 
 13 
 
 14 
 
 IS 
 
 16 
 
 17 
 
 18 
 
 19 
 
 to 
 
 21 
 
 22 
 
 23 
 
 24 
 
 25 
 
 26 
 
 27 
 
 28 
 
 39 
 
 30 
 
 81 
 
 TOTAI 
 
 JA». 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 /M 
 
 
 
 
 Sa 
 
 
 
 
 
 
 
 
 ^ 
 
 
 
 
 
 y^ 
 
 
 
 
 
 
 
 7/.H 
 
 
 
 
 
 
 
 ^S/A^o 
 
 1»KBi. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 2d or Rigrlit-liand pagfe of Inquiry and Receipt Book. (9x1 1| inches.) 
 Daily Results for the Month of 190 — 
 
 NA.ME OF PAl'EU 
 
 10 
 
 11 
 
 12 
 
 13 
 
 U 
 
 15 
 
 16 
 
 17 
 
 18 
 
 19 
 
 20 
 
 2-2 
 
 33 
 
 24 
 
 25 
 
 26 
 
 28 
 
 29 
 
 30 
 
 31 
 
 Montiily Book for Dally Results of All Publications. (12x12 inches.) 
 
 this month, and dailies and most weeklies collect the month after the advertising appears. This 
 book indicates when bills must be paid. The Index and Total Result Book is a veritable prize, 
 for each publication has a page or more, and two years' results of a magazine are before you for 
 instant comparison, providing, of course, each ad. is keyed. Inquiries or replies to the ad. are 
 noted in the (I) column, and sales in the (S) column. These should be in pencil, and if 
 changes are noted daily the advertiser loses no time in posting up on any publication's pulling 
 qualities. 
 
 The Inquiry and Receipt Book is indispensable, as will be appreciated by carefully studying 
 the reduced reproductions herewith from my own system. The Monthly Book of Daily Results 
 is often used, but it is unnecessary if the Inquiry and Receipt Book is relied on. 
 
 Booklet & Catalog Advertising 
 
 Characteristic Differences Between Booklets, Catalogs and Primers 
 
 Examples for Study, Worthlessness of Commonplace Effects, Virtue of 
 
 Original Brevity, Follow-up Requirements, Etc. 
 
 
 If the economical advertiser could see the fate of the average booklet or catalog he would 
 hold up his hands in protest against the further squandering of large sums of the hard-earned coin 
 of the realm on business literature that benefits only the printer and Uncle Sam. 
 
 Millions upon millions of copies in- 
 tended to educate people and secure a 
 paying patronage find their way into the 
 waste basket and junk shop without the 
 recipients being even aware of the subjects 
 treated. The trouble may be classified 
 under three general heads — first, common- 
 place appearance which is devoid of special 
 interest; second, dry, uninteresting text 
 matter with neither proper division or logi- 
 cal sequence ; and third, absence of illus- 
 trations. 
 
 While no set form or rule can be laid 
 down, yet certain elements and characteris- 
 tics should be thoroughly understood, after 
 which innovations and variations will not 
 interfere with harmony and interest. 
 
 The first thing needed at this time is 
 an understanding as to the characteristics 
 and 
 
 Special Duties of Booklets, 
 Primers and Catalogs. 
 
 First, let us consider the regular stan- 
 dard catalog, which was in use long before 
 booklets and primers were thought of. 
 While to a certain extent the booklet often 
 takes the place of the catalog, yet for 
 many lines of business the latter should 
 be a special efl?brt and be prepared in 
 accordance with certain well defined condi- 
 tions. 
 
 Let us consider the case of a manu- 
 facturer of a large line of sporting goods 
 for example. Anywhere from a dozen to 
 forty or more pages must be devoted to 
 illustrating and describing the various arti- 
 cles, together with prices. No great literary 
 
 , Ml „„^^-«* The Cover Design, illustrating the sale of New York (Manhattan Island) in i6»4i by 
 
 ability is here possible or necessary, except Indians to early Dutch traders— also present sky Une. 
 
 153 
 
154 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 The Power 
 of Wheels 
 
 f 
 
 Cover Pase 
 
 Do you know that the wheel is the 
 connecting link between barbarism and 
 civilization, poverty and wealth ; that by 
 it the world moves, and upon it all great 
 work depends ? 
 
 Pase 2 
 
 There Is a Tide In the Affairs 
 
 of Man, Which if Taken at its 
 
 Flood, Leads on to 
 
 Victors 
 
 Pace 1 
 
 Do you know that the horse which 
 staggers with 500 pounds upon his back 
 trots off easily with 2,o<X) pounds loaded 
 on wheels ? 
 
 Do you know that if you were chain- 
 ed to 500 pounds of iron in the form of 
 a cube you would die if bread was but 
 one-eighth of a mile off ? — that in a cask 
 you could roll 2,000 pounds around the 
 earth ? 
 
 Pace 3 
 
 perhaps in two or three pages immediately following the title page. Here a sort of business 
 editorial on the great achievements of the concern is in order, not forgetting, of course, to mention 
 in a general way the prizes taken at exhibitions, how the factories have had to be enlarged, etc. 
 
 While testimonials can be included in a catalog, I advise that this feature be incorporated in a 
 special booklet by itself. 
 
 BOOKLET AND CATALOG ADVERTISING 
 
 155 
 
 Do you know that every time you 
 step you lift your weight (say 1 50 lbs.) 
 one inch, which added up makes a lot 
 at the end of a day?— that on a bicycle 
 you can go farther, faster and easier in 
 the same time ? 
 
 '//"/,_ A. 
 
 Take the wheel from the locomotive 
 and one-half the world's industry would 
 die. Remove it from the car, carriage, 
 and factory, and the wealth of the world 
 would dwindle nine-tenths. You would 
 hear of no Goulds, no Astors, no Van- 
 derbilts. Wall Street would go down a 
 tradition to future generations. 
 
 Page 4 
 
 Or would you rather keep pace with 
 the world as it rolls on. and look better, 
 feel better, work better ; to strengthen 
 every muscle by enjoyable exercise, in- 
 stead of dying for the want of it ? 
 
 Would you rather have a clear head, 
 carry it high, and be able to hit hard, 
 jump high, sleep sound, and eat well, 
 or allow many muscles to lie dormant 
 and wear out by rusting out ? 
 
 Page 6 
 
 Are you making the most of power- 
 of rolling motion ? 
 
 Do you ride a bicycle ? 
 
 Are you satisfied to move along as 
 your grandfathers did before you ; pa- 
 tient and plodding, so long as you get 
 there sometime ? 
 
 Page 5 
 
 And finally: 
 
 If you are satisfied that the bicycle is 
 the " noblest wheel of *em all" — that it is 
 the steed of the immediate future, and 
 the one to bestow upon you what medi- 
 cine cannot — viz. : good health — then 
 thequestion arises, Which bicycle is best? 
 
 There's always a best in everything, 
 always one object that shines more 
 brightly than the rest. 
 
 So it is with bicycles. The one which 
 will run easier and wear longer than 
 others is the one for you. It is called 
 VICTOR, a synonym of the word "best" 
 
 You can get a catalog for the asking. 
 
 Page 7 
 
 Next, the booklet, which is preferable where the advertiser sells but one product and has little 
 
 use for the mere technical catalog. u c c . 
 
 A booklet should be written in a conversational vein, and every vital feature calls for first 
 class illustrations. Try to interest the reader so that the entire booklet, including description, 
 will be read and digested. 
 
156 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 BOOKLET AND CATALOG ADVERTISING. 
 
 157 
 
 Rates. 
 
 How New York City Real 
 Estate Makes Millionaires 
 
 A MAN with a good business reputation, in 
 fair circumstances, can borrow money 
 at 8 percent, to lo per cent., especially 
 on good endorsed notes as collateral. 
 
 On good real estate security down comes the 
 rate a half. 
 Real Estate Astonishing, isn't it, how much more dirt u 
 Loans at valued than a good name ? 
 Lowest g^j jjj.j j,j,n't fail or run away. Bank men 
 
 know where to find it day or night, hence their 
 willingness to loan at low rates on a sure thing. 
 
 From this we learn a lesson that never should 
 be forgotten when we are considering the invest- 
 ment of our surplus cash. 
 
 Now if real estate offers absolute security to 
 the investor, he ought to be satisfied to pay 
 something for it by accepting smaller earnings. 
 
 But he doesn't have to — if he buys wisely — 
 because the rise in values, through improvements 
 and growth in population, is sure to exceed 
 earnings based on, say, 12 per cent. 
 
 You have doubtless read real estate advertisc- 
 
 '"pj^g^*' ments which harped on the great theme, " sure 
 
 to double in a few years" — and you doubted. 
 
 The things that convince are FACTS, and 
 the purpose of this booklet is to tell you a few 
 in a way that will make you stop a minute and 
 say to yourself: "That's so, but I never 
 thought about it that way." 
 
 To begin with, you are to be told two 
 FACTS — the others will come later : 
 
 OcttiOf 
 
 First : That the rise in real estate values de- 
 pends upon prosperity and municipal growth ; 
 and 
 
 Second : That Greater New York, of all 
 places on the American continent, gives the 
 greatest added values to its realty owners. 
 
 In 1626 the present Borough of Manhattan 
 (the island of old New York City) was sold 
 by the Indians to the Dutch East India Com- 
 pany for sixty guilders. Translated into plain 
 English this means about $24 (a barrel of rum, 
 more or less, which figured in deals ot those 
 days, is of no importance). 
 
 The phlegmatic, slow-going Dutchmen doubt- 
 less chuckled over the way they euchred their 
 red brothers ; but, after all, the laugh was on 
 the other side, for Manhattan in those days was 
 destitute of civilization, and corner lots were not 
 in brisk demand, because hidden by trees and 
 bogs, and because there was an absence of de- 
 sire to utilize them. 
 
 And, moreover, the Indians could readily ap- 
 propriate new lands, so the $24 they received 
 was so much clear gain. 
 
 Right here it is well to fasten on our minds 
 the concrete principle — that the value of real 
 estate depends on the desire of men to own it, ana 
 needs make the desire. 
 
 If the population increases rapidly the prices 
 go up proportionately, and the settled parts are 
 always wanted in preference to locations on the 
 outskirts. 
 
 More than that, the building of houses tends 
 to increase the value of the vacant lots in the 
 vicinity of those improvements. This is the basic 
 
 New York 
 Sold by the 
 Indians in 
 1636 for $34. 
 
 Increased 
 
 Population 
 
 Means 
 
 Increased 
 
 Land 
 
 Values. 
 
 Pae* 1 
 
 r»K« % 
 
 Booklets may be divided into two classes — the regular descriptive booklet that takes the place 
 of the catalog, and the special feature booklet that is devoted wholly to testimonials; or to scenes 
 in many lands where a camera has proved its worth ; or to sky scraper views showing famous hives 
 of industry where a certain typewriter is largely used; or to illustrations of the trains of leading 
 railroads whose dining cars serve a certain coffee, etc. 
 
 A word about the testimonial booklet. Too many advertisers fail to realize that a hundred 
 testimonials packed in solidly, without display head or illustration, are pretty sure to make an early 
 acquaintance with the waste basket. One of the best efforts of this sort was the booklet issued by 
 a National Magazine, entitled " Ten Minutes with Ten People." The cover design, 2 J^ x 4^^ in., 
 was printed on a rough army blue cover 4X 7*/^, leaving an inch margin above and a two-inch 
 margin below. The illustration showed ten o'clock on the clock dial, with a female figure point- 
 ing to 10:10. The first inside page was blank save for a single-line company imprint at the top ; 
 the second page had a half-tone of President Roosevelt with his four-line testimonial ; the third 
 page had a 1 3^ x i ^ in. half-tone of the editor at the extreme lower right hand corner, with blank 
 
 Henry fact of the Henry George theory, and whether 
 Theory! one agrees with him or not, it is an axiom that 
 
 "the unearned increment" or 
 great increase of values caused 
 by other people's improvements 
 in a neighborhood, are sources 
 of enormous profits to land 
 owners without corresponding 
 efforts on their part. 
 
 Whether right or wrong for 
 a man to buy land and profit by 
 the efforts of his building neigh- 
 bors, yet the law to-day permits 
 this, and the question to decide 
 is merely, " Do you wish to 
 profit by it?" 
 
 From the day the second street 
 in New York was opened the 
 same feeling existed as exists to- 
 day — the desire to be in the 
 settled part. 
 
 It takes wise men (and they 
 have multiplied rapidly) to grasp 
 time by the forelock and mvest 
 when most folks hesitate. 
 Many men, too, have been simply forced 
 into prosperity because their eariy means com- 
 pelled them to buy home sites in the new sec- 
 Wealth tions, where land was cheap. In a few years 
 
 Often Forced ^hese investors found their tracts worth two or 
 on Men. 
 
 three times the original investment ; and the 
 
 wisest of them promptly acquired more land in 
 still newer sections of the city, to again ex- 
 perience the same benefits and become wealthy 
 without a stroke of work on their part ; only 
 
 JOHN JACOB ASTOR. 
 
 Founder of the Astor 
 family, whose entire for- 
 tune WM made in New 
 York realty. The ground 
 occupied by Astor House, 
 between Vesey and Bar- 
 clay streets, was valued 
 in 1710 at $1,000. Bought 
 by Astor in four deeds, 
 between i8oo-'34, for 
 $150,000. Now assessed 
 at $x,ooo,oco; easily 
 worth $1,000,000; and 
 not for sale at any price. 
 Astor died worth $xj,- 
 000,000. 
 
 just the exercise of a little common sense, fore- 
 thought and patience. 
 
 Most everybody will say : " Why, of course, a Common 
 New York was bound to grow ; I, too, would ^t,out 
 have invested in the eariy days, before prices Opportuni- 
 soared beyond me." 
 
 Your reasoning seems sensible, but a hundred 
 to one you are wrong in your conclusion. 
 
 Had you been alive and grown up in the 
 eariy years of the last century you would have 
 been just as skeptical about New York's rise in 
 values as you are, possibly, skeptical to-day. 
 
 No farther back than 1803 the present New 
 York City Hall was built on the section bounded 
 on one side by Broadway, and running from 
 Park Place to Chambers Street. So far north 
 was this of the actual settlement of the city 
 at that period that the City Fathers planned a 
 remarkable saving. 
 
 They decided to construct the building of ^^"•'p";^'^^,^ 
 stone on the east, west and south sides which in 1803. 
 faced the settled sections, or would face them 
 some time in the distant future. For the north 
 side, they said, stucco or plaster was good 
 enough, because, to their minds, there never 
 would be any large number of buildings north 
 of City Hall ; at least not while the hall re- 
 mained. 
 
 And the edifice was erected on these ideas, 
 and only a few years ago was the stucco re- 
 placed by stone on the north side, to corres- 
 pond to the others. 
 
 Glance again at the map, and taking Cham- 
 bers Street for the first boundary line north oi 
 City Hall, follow up the solid mass of streets to 
 
 Pnge 3 
 
 Page 4 
 
 space at left and above, which made a pleasing variation from the usual set style ; the th|rd and 
 fourth pages with a single display head, " The Logic of Results," were set in 10 pomt Old St>Me 
 Roman and devoted to a brief review of the great strides made by the publication durmg the 
 
 previous year or two. 
 
 Then began the special testimonials feature, consisting of nine pages— a page to each testi- 
 monial ; four pages from such celebrities as Bishop Potter, Helen Gould, Senator Bevendge and 
 Ella Wheeler Wilcox, who tesrified for the literary quality of the magazine, and these were fo»»ow^d 
 with five testimonials from well known advertisers who had found the publication a wonderhil 
 business puller. The two last pages were blank. Impress upon your mind a 16-page booklet 
 printed in the most elaborate manner on the finest coated book paper, with heavy cover, two-color 
 printing throughout, and with only nine testimonials. Quite a shock to the average advertiser 
 who would have had a bad turn when called upon to pay the engraver and artist $100.00 in addi- 
 rion to $124.63 for 4000 booklets, plus $25.00 or $50.00 for the services of an advertising expert 
 But the brevity made it possible to produce a booklet of marvelous effect. One page— with 
 
158 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 Investors the extreme upper end of the island — all 
 Couldn't See ^■^^y ^uUt up and densely populated. 
 
 Think what a grand reward 
 was in store for investors of the 
 period when City Hall was built ! 
 But the great farms ot that day 
 to the north remained farms for 
 years, because most people be- 
 lieved the City Fathers, whose 
 wisdom was called great. 
 
 Then the John Jacob Astors 
 and the Stuyvesants and the 
 other wise ones had the gift ot 
 prophecv. They invested their 
 surpluses in land that nobody 
 else thought anything about — 
 land to the north, mostly. 
 
 And the City followed them 
 at a merry pace. By the time a 
 new section had been covered 
 with buildings, THEN timid 
 investors woke up — only to 
 find prices up. 
 
 The trouble fifty or a hundred 
 years ago was the same trouble that afflicts 
 men now, and it is this : most people cannot 
 sec the marching line of the building brigade. 
 Here's one example of wisdom : Years ago, 
 when that great stretch of land known as 
 Central Park was a barren, rocky waste, and 
 miles from the city proper, an uncle of the 
 writer's, Mr. James Phalen, invested several 
 thousand in it — and waited. 
 
 It wasn't so very long he had to wait, either. 
 The upward march of the city showed that 
 
 JAMES PHALEM. 
 
 Owned lmmen»e Und 
 tracts in New York be- 
 tween l8}0 «nd '50, and 
 died in Paris in 1888 
 worth about |io/X)0,ooo. 
 Made over a million dol- 
 lars alone in wild land 
 which he »old the City to 
 convert into Central Park. 
 
 Faith in 
 WUd Land. 
 
 some day the whole of Manhattan Island might 
 be built up — it wasn't really certain to most 
 folk. At any rate, the public deemed it wise 
 to provide before too late a public park for 
 the multitudes, and when Mr. Phalen had 
 closed out to the city he was richer by a 
 million or more. 
 
 While we arc lingering on the memories of 
 Union Square, it may be well to note that when 
 Mr. William C. Demorest, President of Realty 
 Trust, one of the largest realty companies in 
 New York, was a boy he lived on Fourteenth 
 Street, which was then a street of fine resi- 
 dences. There his father, the late W. Jennings 
 Demorest, noted throughout the country as pub- 
 lisher of Demorest's Magazine, finally erected a 
 store and office building, thereby bringing down 
 upon his devoted head the angry feelings of his 
 neighbors. 
 
 Yet a few years later hardly a dwelling house 
 remained. The demand for business buildings 
 kept pushing farther and farther to the north- 
 ward, just as the pioneer home seekers in the 
 years back had encroached on the original do- 
 mains of mother earth. Even no longer back 
 than the time when Mr. Demorest, Senior, was 
 a boy himself, he lived in what was then the 
 residential part of the city about' Canal Street, 
 and made frequent excursions "into the coun- 
 try," to shoot yellow birds, in what later 
 became Union Square. 
 
 And all these happenings almost within the 
 memory of the present generation ! 
 
 If the story of New York City's growth is 
 long, yet it is interesting, and every breath that 
 
 Made 
 $t, 000,000 
 when City 
 Bought for 
 Central 
 Park. 
 
 Union 
 
 Square 
 
 Memories. 
 
 Businesa 
 
 Buildings 
 
 Demands 
 
 Pace 5 
 
 Page 6 
 
 Bishop Potter's testimonial— will show the plan. In the upper left hand— being on the outer side 
 of an even-numbered page-was a i^-inch oval half-tone of the Bishop, with his full name in 
 three short display lines in 1 2 point, within three-quarters of an inch at right of portrait. 1 hen 
 came the five-line commendation of only twenty-one words, set in two-inch measure, which left a 
 half-inch white margin at each side and about twice as much space above and below. In the lower 
 left hand was a half-tone of a cathedral, which represents the Bishop's vocation. Directly adjoin- 
 ing at the right in i>^-inch measure were seven lines of comment by the publishers in 6 point 
 
 Old Style Roman. . r, ■ 
 
 On the odd pages the illustrations were reversed, and in each instance a representation ot busi- 
 ness was provided. The testimonials varied from two to a dozen lines, and they left or filled the 
 
 blank space in the center accordingly. . j • • 
 
 Now here was a booklet that anyone could read in ten minutes, and yet so catchy and artistic 
 that not one in a hundred would think of throwing it away the moment it was opened. Of course, 
 treatment of this sort necessitates good testimonials from representative people. Photograph on 
 
 BOOKLET AND CATALOG ADVERTISING. 
 
 159 
 
 recites it must recount the piling up of gold and 
 
 fortune, gained through the giant strides of 
 
 civilization and the enormous 
 
 doubling of population every 
 
 few years. 
 
 You have, doubtless, heard of 
 the old jibes directed against the 
 "Harlemite" who lived "in 
 the country" fifteen or twenty 
 years ago, where property was 
 cheap, just as it is cheap some- 
 where else now — in sections of 
 the Boroughs of Kings, Queens 
 and Richmond (all Greater New 
 York), for instance. 
 
 Where I32d Street marks 
 the map, a farm of 125 acres 
 was cut up into building lots 
 and sold for a few hundred dol- 
 lars each. To-day this same 
 part of the Harlem end of Man- 
 hattan tells another story — 
 $20,000 apiece for the ordi- 
 nary lots, and from $60,000 
 up to $180,000 for the more favored locations. 
 And all in the present generation, too ; re- 
 member that ! 
 
 To do faint justice to New York's marvelous 
 growth, and the natural accumulation of the 
 millions and millions of dollars of profits as a 
 natural sequence, would require years of one 
 man's time. 
 
 Every foot of ground from the Battery, where 
 the Indians left their footprints, when they sold 
 the island for less than the price of a decent suit 
 
 Fortunes are 
 Made by 
 Buying 
 Cheap. 
 
 PETER COOPER. 
 
 Known to history 
 the great philanthropist, 
 and died worth millions. 
 Among hii prominent 
 holdings was the ground 
 occupied by Cooper 
 Union at 8th Street and 
 Third Avenue, which he 
 bought in 1850 for $IS,- 
 OCX3 — seventeen lots. In 
 1901, value over Ji^ooo,- 
 000. 
 
 A Big Jump 
 in Values. 
 
 Land that 
 Can't be Had 
 
 of clothes, has been plastered over and over 
 again with fabulous profits gained by — 
 «' BUYING CHEAP." 
 To-day, Manhattan is completely built up, 
 properly speaking. What's left can only be 
 utilized by millionaires with unlimited means for 
 indulging in palatial luxury. 
 
 The tax sheets reveal nothing of the real 
 value, for scores of realty holdings right in the 
 business sections of New York are beyond man's 
 ability to buy. Many of the big stores you 
 are familiar with as landmarks of the great city 
 are merely standing on rented ground. 
 Do you realize what this means ? 
 It means that the owners value the land at 
 prices beyond ordinary conception, and that as 
 a result they are unwilling to name figures, or, ^^'^^°^'' " 
 in fact, sell at all. But they are willing to lease 
 the ground for, say, ninety-nine years and let 
 business men erect at their own expense million- 
 dollar buildings to do business in. 
 
 The old A. T. Stewart store, occupying a 
 block square on Broadway, Fourth Avenue, 
 Ninth and Tenth streets — now used by John 
 Wanamaker — stands on leased ground. It is 
 owned by the Sailors' Snug Harbor, a benevo- 
 lent association, whose home occupies a large sec- 
 tion of Staten Island and has an enormous income, 
 all supported by the leasing of its New York 
 City real estate. A large part of the great income 
 of Columbia College, and other similar institu- 
 tions, is derived from the same source — ground 
 rents. As a matter of fact the rentals referred to 
 are so enormous that they more than provide for 
 
 Page 7 
 
 Page 8 
 
 your brain this fact : it isn't commonplace quantity, but orignal brevity that counts in the special 
 
 booklet. ..... . ,1 
 
 The Primer occupies a peculiar place in advertising literature. Originally it was intended to 
 give an elementary education on the merits or uses of a given product. For example, the nianu- 
 facturers of oil want to show uses for the several grades. Ordinary hot air text that merely harps 
 on the general superiority of the product is out of place in the primer, for this isn't educational. 
 But a primer on locomotive oil, another on stationary engine oil, etc., brings before each class that 
 which specially appeals to it. Again, a primer which shows that it isn't the price per gallon but 
 rather the saving in unnecessary friction, that makes an oil cheapest, followed by a chatty recital 
 of tests, cannot fail in its mission. , • i 
 
 Within the past few years, however, the diminutive little primer has been employed simply to 
 harangue recipients, and being almost wholly devoid of any educational or thought-stimulative 
 qualities, it failed to be worth its postage, which accounts for its going out of fashion. But when 
 properly written and illustrated, the primer is a splendid investment. 
 
160 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 PETER STUYVE- 
 SANT. 
 
 Colonial Governor of 
 New York, and quite a 
 " scold " when occasion 
 required. In 1707 bought 
 land of his father in 17th 
 Ward — nine blocks — for 
 ■'' lO-shiUings and natural 
 love." Peter's grand- 
 father paid $1,500 in 1698 
 for lOO acres, from which 
 the nine blocks were 
 taken. Property to-day 
 worth |i8,ooo,ooo. The 
 Siuyvesant family owns 
 miUiooa in realty. 
 
 The Astor 
 
 Family 
 
 Never Sells. 
 
 all needs — except the need of accumiilation. 
 Nobody ever gets enough of that. 
 
 Everybody has associated the 
 familiar name of Astor with New 
 York as its wealthiest citizen. 
 Since the days of John Jacob 
 Astor, the elder, the family has 
 multiplied, and is to-day repre- 
 sented chiefly by William Wal- 
 dcrf and John Jacob Astor. No 
 less an authority than Henry 
 Clews, the celebrated banker, 
 has estimated the present wealth 
 of the two Astor branches at 
 ;^ 2 7 5,000,000 — all made by 
 real estate investment. 
 
 The New Tork World says : 
 " Four generations of Astors have 
 had a fixed policy — 'An Astor sells 
 no land.' John Jacob Astor, the first, 
 bought a lot on the Bowery, near 
 Elizabeth Street, for $2 5 j twenty years 
 later he had $250,000 in realty, and 
 this represents the source of all the 
 money that all the Astors hive made. 
 As the profits from ground rents have 
 grown they have been invested in more 
 Manhattan real estate, and year by 
 year the Astor fortune has steadily grown at a rate of 
 19 per cent, per annum." 
 
 Mr. Clews estimates that sixty years hence 
 this vast family propeny will easily be worth the 
 colossal sum of 12,933,000,000 — nearly three 
 billion dollars. 
 
 Verily, the legend of Monte Cristo will be 
 eclipsed and forgotten. 
 
 But the Astors arc not the only ones who 
 
 have profited by opportunities open to all men 
 in varying degrees. At least twenty New York 
 estates, wonh from $5,000,000 to $100,000,- 
 000 each, have grown up in exactly the same 
 manner upon the natural increase of land values. 
 Take one more example, the Pell estate : 
 Mr. Pell originally bought the corner of 34th 
 Street and Broadway, in 1855, for only $10,- 
 000. A little corner chunk was cut off a few 
 years ago for widening the street, and the city 
 willingly paid $50,000 for it. The balance, 
 which was closed out the other day, brought 
 $375,000. For years the ground had been rented 
 at very high rents, a condition which is seldom 
 dbturbed except when heirs want to settle up. 
 Thus you see New York land values have 
 soared beyond the wildest dreams of the opti- 
 mist of fifty years ago, and they are soaring yet, 
 and will continue to soar long after the genera- 
 tion of to-day is numbered with things past. 
 
 Even with the present high prices for property 
 in the congested business localities of New York 
 the limit there has been not nearly reached. 
 Land in London's financial and business centers 
 sells for pounds while New York gets only 
 shillings per square foot. And New York is 
 growing faster in proportion to London. 
 Another FACT presents itself: 
 The day for the shrewd operator beginning 
 with small capital to amass a fortune in the 
 purchase and sale of real estate on Manhattan 
 Island has passed. 
 
 No doubt about that. Manhattan Island is 
 now open only to syndicates and millionaires, 
 who command large sums of ready money. 
 
 A Study in 
 Accumu- 
 lation 
 ThrouRh 
 Natural 
 Lawa. 
 
 From 
 $ic,ooo to 
 $415,000 in 
 Forty-six 
 Years. 
 
 New York 
 
 Leads 
 
 London. 
 
 Pace 10 
 
 The " Power of Wheels," herewith reproduced in full, shows what can be accomplished. 
 Practically all the wheel publications, especially Sporting Life, declared it was the greatest piece of 
 wheel literature ever issued. This was more of a mid-summer inspiration with me than anything 
 else, for I conceived the thing on a particularly sleepy afternoon in June and had it ready for the 
 printer in about twenty minutes. It doesn't pay to let an idea get away — nail it on the spot. 
 The first edition of 50,000, without illustrations, melted away in the agents' hands like snow at 
 the Equator. I then had illustrations made, and in the enlarged form about 200,000 more found 
 new friends. 1 2 point is about the proper size type for text, and over 16 pages should be avoided. 
 If a subject seems to require more pages, it is probable that it ought to be divided into two or 
 more distinct primers, each being a specific chat on one feature. Almost every special feature of 
 manufacture furnishes material for an effective primer. 
 
 The object in reproducing the booklet " New York 1 626-1 901 " was to show how one of the 
 dryest subjects can be made interesting. The original illustrations were half-tones, but it is only 
 possible to here show line drawings, which do not affect the study value. I wrote the booklet for 
 
 BOOKLET AND CATALOG ADVERTISING. 
 
 161 
 
 In the past few months about twenty of such 
 syndicates have formed companies to invest in 
 New York realty with a capitali- 
 zation of nearly fifty millions of 
 
 /^^^"^-^ dollars. 
 
 t ^i-- - - -A ^ So the small operator has been 
 
 pushed beyond the East River, 
 and he must now look elsewhere 
 in Greater New York for better 
 inducements even than fell to 
 the early Manhattan buyers. 
 
 Brooklyn is the first natural 
 outlet for congested New York, 
 and it is actually much nearer 
 Manhattan than the northerly 
 parts of the island. 
 
 Years ago this proximity be- 
 came responsible for the build- 
 ing up of the city, which has 
 grown and prospered year by 
 year. 
 
 When the original Brooklyn 
 Bridge was completed, in 1880, 
 the population gained enormous- 
 ly — doubled in ten years, and property quad- 
 rupled in value. Fulton Street, the main busi- 
 Original ness thoroughfare, skirted wheat and corn fields 
 ^'B°r?dBe ^^ss than forty years ago. The small tract of 
 Quadrupled \^^^ ^t Fulton and Smith streets, which brought 
 
 Land Values , , , i 
 
 in $40,000, could not be had to-day at $200,000. 
 A lot 25 X 100, at 440 Fulton Street, sold in 
 1876 for $25,000; two years ago it found a 
 quick buyer at $ 1 30,000. 
 
 These are not ♦• picked" examples, but fair 
 representations of actual conditions. 
 
 COMMODORE VAN- 
 DERBILT. 
 
 The gre»t railway mag- 
 nite, who died worth 
 nearly a hundred mil- 
 lions, bad many valuable 
 tracts. The plots on 
 Bcekman an.l Nassau 
 streets, occupied by Van- 
 derbilt Building, aoKl in 
 three parcels, between 
 1785 and 1 817, for $11,000; 
 lo-day worth |lytoc,ooo. 
 
 Ten Years. 
 
 " If this is true, what about the property J^^^p,^, 
 next door ? " you may ask. The plot No. 438 
 Fulton Street sold for $22,500 a few years 
 back, and to-day, with a small three-story store 
 on it, the annual rental is $10,000. Almost 
 50 per cent, on the original investment, and the 
 owner would be foolish to part with it for 
 $125,000. 
 
 As a matter of fact, some of the best known 
 
 men are the heaviest owners of Brooklyn realty, 
 
 which is to-day the real magnet among operators. 
 
 The fact that the new bridges and tunnels What New 
 „ , , 1 /^ • i_ L- r Bridges and 
 
 are leading to Brooklyn and (Queens is the chiet xunneis 
 
 reason, for this new rapid transit is bound to ^*" ^°- 
 cover Long Island with thousands of new homes 
 yearly, until not a foot of ground is left. 
 
 Yes, all eves are on Brooklyn, which has in- 
 creased in population 670,000 in a bare twenty 
 years. 
 
 Now, instead of one inadequate bridge, we 
 arc shortly to have four, and two, possibly 
 three, tunnels. 
 
 Can you conceive what the efFect will be 
 when all these bridges and tunnels are ready and ^^^^^^^^^^ 
 in running order ? And what helps Brooklyn also Benefits. 
 helps the Boroughs of Kings and Queens, and, 
 in fact, all of Long Island within fifty miles. 
 
 Transit revolution is to be the father of count- 
 less fortunes. 
 
 Brooklyn now has few corn fields on its out- 
 skirts, and they will soon be obliterated by 
 buildings and pavements, and then the push will 
 be bevond. 
 
 What a great thing it would be if everybody's 
 foresight was as good as their hindsight ? May 
 
 Page 11 
 
 Page 13 
 
 a large real estate company that didn't want its name mentioned. The idea was to use it as the 
 talk of an expert, but I deprecate this, since there is just as much interest in a good thing, no 
 matter who prepares it. Any advertiser smart enough to get up interesting business literature will 
 not lose by telling something to his advantage in connection. Note the side heads adjoining the 
 text and it will show the value of sequence, beginning with the importance of real estate in securing 
 lowest-rate loans, and followed with a reference to the original sale of Manhattan Island and about 
 twenty-three other considerations of interest to investors. 
 
 The student should hunt them out and digest each one separately, then study the connections. 
 
 Follow-up Requirements. 
 
 Mail order advertisers and others who depend on mailing booklets and other business litera- 
 ture for some time, or until they succeed in eliciting replies, should carefully consider the whole 
 system— before the first effort is even prepared. 
 
 The question has often been asked if the advertiser should incorporate in one large catalogue 
 
162 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 be, though, nobody would be working, so 
 Nature is probably wise in decreeing that some 
 shall work for others and remain 
 blind ; while others may enjoy 
 the fruits of native shrewdness — 
 and "SEE." 
 
 Hundreds of merchants can 
 be picked out at random all over 
 the country who are forever 
 thinking that some place they 
 don't live in is the greatest on 
 earth for making money. These 
 men don't analyze causes, and 
 the only thing that will make 
 them see an error is the experi- 
 ence of running buck up against 
 it. In short, they can't seem 
 to reason. 
 
 Here we are to-day with new 
 and improved conditions regard- 
 ing New York real estate, and 
 this is the way scores of business men will reason : 
 «' Oh, yes, lots are cheap in the outskirts of 
 Brooklyn, Flushing or Staten Island, or else- 
 where, but they will not enhance much in value 
 in my time." 
 
 And it is the mistake of their lives — depend 
 
 upon it. 
 
 Here are five good, solid facts that a man 
 
 lor me . .11 
 
 Footboard, with a few dollars to mvest should paste up at 
 the foot of his bed, that he may see them each 
 morning until he acts (scientists say our heads 
 are clearer mornings): 
 
 Fact I. The population of Greater New 
 York is increasing at the rate of 50,000 a year. 
 
 JAMES LENOX. 
 
 The land occupied by 
 the greit Lenox Library 
 on Fifth Avenue, between 
 7i»t and yid streen, was 
 taken by Mr. Lenox, in 
 1811, for a debt of $4CO- 
 Thete lots are to-day 
 worth (!l,coo,ooo. 
 
 One of the new Sub- 
 ways bring built by ihe 
 City and the Pennsylva- 
 nia Railroad. 
 
 Five Facta 
 for the 
 
 — faster than any other city in the world. 
 Fact 2. By far the heaviest increase is now 
 
 in the Boroughs of Kings (which 
 
 includes Brooklyn) and Queens. 
 Fact 3. Brooklyn has only 
 
 about 5,000 acres of land left 
 
 for available building, and, as 
 
 about 1 ,000 acres a year are now 
 
 being used up to furnish 5,000 
 
 new families with homes, it fol- 
 lows that in five years at most 
 the early land speculator will be 
 obliged to seek pastures new. 
 
 Fact 4. The Borough of 
 Queens is fast filling up to ac- 
 commodate the influx to New 
 York's business centers. Prop- 
 erty here is bound to be a gold 
 
 mine. It has been already, to 
 
 Only 5,000 
 a great extent. ,^„t» of 
 
 Fact 5. Staten Island, Borough of Rich- ^and^in^ 
 mond, has great things in store ; but even at Left for 
 the extra low prices there now it will be some ^ "JJ pj"|' 
 little time before the millennium is reached — ^^■'^'^^"J 
 though not so many years hence, either, con- 
 sidering the staggering increase in the population 
 of the Greater City. 
 
 Another question is pertinent, when you have 
 digested the previous ones, and it is this : 
 
 If New York's population has grown from 60,- 
 489 souls in 1 800 to nearly 4,000,000 in 1 90 1 , 
 what will the figures be even fifty years hence ? 
 
 The most thoughtful answer may be the 
 wildest guess, and the present generation always 
 makes fun of the last one. 
 
 Page 13 
 
 Page 14 
 
 or prospectus practically everything to be presented, or whether a series of booklets should be 
 employed, thus supplying the information on the installment plan. 
 
 The answer depends upon circumstances and conditions. Where a concern like Sears, 
 Roebuck & Co. deals in a complete line of goods embracing almost everything, undoubtedly a 
 brge standard catalog is an absolute necessity, but even this large house finds it advisable to issue 
 supplementary catalogs on specific lines, such as sewing machines, household remedies, etc. The 
 main catalog of course is fairly complete on everything, but it is generally impossible here to go 
 into the extended detail that properly finds place in the special catalog. 
 
 Where an advertiser has but one or two articles to sell, then the question arises as to the 
 advisability of one catalog or booklet, or several. In other words, is it best to print say a 64-page 
 work or one only half the size, followed by perhaps two 16-page booklets? One thing is to be 
 said in favor of the single large effort-it has a great big look that often impresses the recipient. 
 On the other hand, it is possible to thus produce a heaviness which may, and frequently does, militate 
 against a careful reading, especially where but one thing is treated. 
 
 BOOKLET AND CATALOG ADVERTISING. 
 
 163 
 
 Quickly scan the increases o£ the past century 
 
 by decades — perhaps we will get some courage 
 
 and something to work on : 
 
 , 1800,60,489; l8io;96,- 
 
 373 ; 1820, 123,706; 1830, 
 202,589; 1840, 312,710; 
 1850; 515,547; i860, 813,- 
 669; 1870, 942,292; 1880, 
 1,206,299 ; 1890, 1,515,301, 
 and when Greater New York 
 was formed in 1500, the popu- 
 lations of the boroughs added to 
 Manhattan's gain for the pre- 
 vious ten years, swelled the 
 grand total to over 3,000,000, 
 while to-day it is perilously near 
 the 4,000,000 mark. 
 
 Shall we say a population of 
 10,000,000 in 1950? 
 
 Remember that the present 
 attainments have been reached 
 without the wonderful improve- 
 ^p'^ TT*'* "^^"^^ '"" transponation facilities with which we are 
 will be now being blessed, and which have hardly begun. 
 Horse and cable street cars are replaced with 
 electricity, which motive power will supersede 
 steam, both on surface and L roads ; and instead 
 of slow, snail-like travel we shall go whizzing 
 through our tunnels and our subways and over 
 distant fields at a pace that whittles away time a 
 half — that takes five miles from ten. 
 
 Five years hence will all but do this, when 
 all parts of New York and near-by Jersey will 
 touch elbows by minutes — five and ten mile 
 circles will have no meaning. 
 
 AMOS R. ENO. 
 
 Among Mr. Eno's Urge 
 realty holdings was part of 
 the "Flatiron" plot at ijd 
 Street and Fifth Avenue, 
 bought in 185; for^j j,coo; 
 balance secured by others 
 for ;f}z,0(Xi. Whole tract 
 brought ;^L,6oo,cxx) in 1900. 
 A " sky scraper " is being 
 erected, the end facing ijd 
 Street, measuring only two 
 feet in width. 
 
 Ten Millions 
 
 in Fifty 
 
 Years. 
 
 Coining 
 Speed. 
 
 And as every new spike is driven for greater 
 civilization we shall see New York realty go 
 bounding skyward, never to come 
 down. Out and beyond the 
 present range of vision new 
 tracts will be opened on the 
 skirts of the old, and the sto- 
 ries of fortunes gained will con- 
 continue to multiply. 
 
 Another question for you to 
 ask : 
 
 HERALD BUILDING. 
 
 The New York Herald 
 Building, owned by James 
 Gordon Bennett, stands on 
 leased ground at J4ih 
 Street and Broadway — 
 Herald Square. Bought in 
 1791 for ji^oo i resold in 
 184J for less than |lo,ooo, 
 and now owned by Amer- 
 man Estate. Value, $1,- 
 450,000. 
 
 •♦What other evidence — 
 FACTS — can be suggested 
 to convince me that the out- 
 lying districts, now for sale 
 cheap, are likely to rise much 
 higher in the near fiiture ? ' ' 
 
 And the answer is : Property 
 which was much lower a few 
 years ago, which has steadily 
 been on the move ever since, 
 cannot stand still now that the 
 Greater City is on the threshold of the wide- 
 open door to increased prosperity and increased 
 rapid transit. 
 
 Read more signs : 
 
 In I 892, lots in that section of Brooklyn 
 known as West Brooklyn sold for $250 apiece ; 
 they are in greater demand to-day at |^8oo. 
 
 In 1892, lots at Louona Park, Corona, 
 brought $90 ; to-day they will cost you $400. 
 A fine example of a real new section going beg- 
 ging to a few shrewd investors. Result : double 
 the profits over the older Brooklyn section. 
 
 Goby 
 the Signs. 
 
 Page 15 
 
 Page 16 
 
 Again, if all the powder is put into a single charge, there is nothing left for the follow up, and 
 it is seldom good policy to continue mailing circular letters with no interesting literature to accom- 
 pany them. Probably the ideal plan is to follow up with good booklets that supplement the 
 original literature. 
 
 The world is rapidly growing to an appreciation of things specific, and a series of booklets 
 afford abundant opportunity for several cover designs instead of one. This refers to the possibili- 
 ties of a single product. Of course where a refrigerator manufacturer has a number of lines such 
 as specially built boxes for hotels, cold storage for large produce dealers, etc., in addition to the 
 ready made family product, then it would be folly to mail a large catalog containing a preponder- 
 ance of matter that could not interest the average reader. The general catalog should devote a 
 page or two to the special products, not forgetting to mention that those interested can secure 
 special catalogs on request. 
 
 As variety is becoming more and more a factor in advertising it will pay to study effects where 
 the mail system is employed. For example, an advertiser will find a 24-page catalog on mattresses, 
 
164 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 In 1894, lots at Ingleside, Flushing, brought 
 
 Even lersey .,,./- j 
 
 Fteis $200 apiece when this fine tract was opened 
 
 the Impulse. ^p f^^ building ; scarce to-day 
 
 at S>oo. 
 
 Lots at Tottenville, Staten 
 Island, which sold slowly a few 
 years ago at $90 each, are 
 easily sold to-day at $250 to 
 $300. 
 
 Or take Jersey, say, at Ave- 
 nel ; lots have felt the effects of 
 close proximity to New York, 
 and, as a consequence, the $50 
 plots of a few years back are 
 now commanding $850 each. 
 Makes realty transactions right 
 in Greater New York seem 
 about as sure as sunrise and 
 taxes. 
 
 As a matter of fact, one can 
 almost choose locations blind- 
 ^ folded, though, of course, quick- 
 
 er profits will be gained by studying the signs. 
 Look about, consult the maps, and see where 
 the new bridges are going, where the network 
 of new electric lines are reaching, where the tun- 
 nels will land you — then hesitate, if you want 
 to lose quick profits. 
 
 And while thinking about these matters, re- 
 Think of , ° , , . 
 This, member that the almost stupendous sum total of 
 
 $90,000,000 is now being spent for improve- 
 ments by the City of New York and the Penn- 
 sylvania Railroad Company (the latter having 
 acquired the Long Island Road, simply for the 
 purpose of improved transportation), to enable 
 
 EUGENE KELLY. 
 
 In lS?9-'8l he bought 
 the plots on Beekman 
 Street, where Temple 
 Court stands, for jii8;,ooo. 
 To-Ja^ worth {1,500,000. 
 Acquired, in I764-'<)I, by 
 the Mercantile Library for 
 fl9,ooo. 
 
 OLD BROOKLYN 
 BRIDGE. 
 
 Erected in 1880, which 
 doubled Brooklyn's pop- 
 ulation in 10 years and 
 quadrupled property val- 
 ues. 
 
 US all to do business in the heart of Manhattan, ij^'e'ile 
 and when the dav's labor is over to skip home, YearsEamed 
 
 five or ten miles distant, in a Brooklyn 
 
 . , ,. Farm, 
 
 twinkhng. 
 
 This is no dream, but, in- 
 stead, the well-matured plans of 
 wise men, who see the immedi- 
 ate needs of the future. The 
 work is going on. 
 
 When we recall a short twelve 
 years, to the period when the 
 old Martense farm in Brooklyn 
 was first cut up and offered to 
 the public at a price per acre 
 which is less than small 20 x 
 100 lots now command, we 
 must admit that something is 
 responsible for the result. 
 
 And that '♦something" is 
 the constant development of the 
 greatest municipal empire on 
 earth — the empire that controls 
 America, and will soon domi- 
 nate the finances of every country on earth, 
 as it is doing already to a great extent. 
 
 That empire is Greater New York — the The City 
 paradise of the man who wants to make one Jj,rEarth 
 dollar earn two in the safest and quickest way — 
 in suburban real estate. 
 
 One of the three new 
 Brooklyn Bridges, now 
 ncaring completion. 
 
 Fuse 17 
 
 I'Mge 18 
 
 with perhaps the addition of a leaflet or two showing some late testimonials, etc., a good starter in 
 connection with the first letter. A month later perhaps when the second letter goes out, an 8-page 
 booklet of unique design, and smaller than the first, will do good work, while a 4-page leaflet 
 printed in the best style, and also containing additional facts, will make a good consort to a third 
 letter. This is a mere hint, and is to open for consideration the eflicacy of continued eflx)rt. 
 
 I have noticed a tendency among certain advertisers to follow this plan of serial booklets, but 
 in many instances they have adhered to a set style, instead of departing from it as they should. 
 Right here is a good place to say that the old-fogy idea of adopting one central idea and never 
 deviating from it is unworthy of the present age, when applied to business literature. A trade 
 mark is a diflferent proposition, but even this useful adjunct may be overdone, especially where it 
 is plastered on everything. There is no possible advantage in having a " sameness," with the idea 
 that every time a 4 x 5 yellow-covered booklet falls into a person's hands the value will be enhanced 
 because some quickly seen peculiarity of design, type or trade mark suggests Brown's Pianos or 
 Smith's Furniture. Variety in size, shape, color and design is far better. 
 
 
 Mediums— Their Use and Rates 
 
 Old experienced advertisers need little or no advice as to the selection of newspapers, maga- 
 zines, etc., since they have passed the preliminary stages and make this feature a constant study in 
 adding new and weeding out old publications. 
 
 The mail order advertiser with keyed ads. cannot be fooled very long, no matter how great 
 may be the claims of publishers and solicitors. If good copy fails to pull in a given medium, it is 
 evidence enough for discontinuance, especially if the same ads. pay in similar other mediums. 
 
 But new advertisers, especially those who have no recourse to keyed ads., must study the 
 situation carefully, endeavor to start right and continue to exercise vigilance. 
 
 At the start every novice in advertising should bear in mind that careful experimentation is 
 necessary, because no matter how successful others in the same line may be, it by no means 
 follows that the newcomer can take the same amount of space in the same way and accomplish 
 identical results. 
 
 Oftentimes, the particular advertising a certain concern is doing would be wasteful extrava- 
 gance on the part of the new advertiser. Again, the latter may need to spend far greater sums in 
 a given publication than would be profitable for the old timer. It all depends on the circum- 
 stances, and aside from following a few well known general rules already discussed, careful, yet 
 persistent, experimentation is necessary. 
 
 By having a more or less definite working plan, subject to correction and amendment, and 
 faithfully sticking to the proposition until the experimental campaign has proven itself, possible 
 failure will be minimized and success made probable. 
 
 Local Papers. 
 
 Begin local campaigns with one or two mediums — dailies if there are any. One unusually 
 large ad. once or twice a week during the first month, with the regular size run between, will wake 
 up interest, and good copy thereafter will retain it. If the store is large enough to warrant a 
 six-inch space daily, one paper only may be selected — the leader. This will show results within 
 two or three months, and often sooner, depending on attractiveness of offerings, copy and the 
 pulling qualities of the paper. 
 
 Weekly papers generally return better results by the use of large space. The advertiser who 
 can profitably use six inches space in the daily should take at least twice as much in the weekly- 
 A certain class of local advertisers, such as insurance agents, painters and decorators, etc., having 
 no merchandise for sale, cannot use much space, and the brief chatty ad. of two or three inches 
 e. o. d. in the daily, and same space in the weekly will be sufficient. The real estate dealer ought 
 to use as much space as a merchant, each property being assigned a small section, with illustrations 
 when possible. 
 
 Don't forget to work up to the limit, for the ability to use 1,000 inches in a year means the lowest 
 possible rates. Many dailies of 6,000 circulation will sell bulk space at only loc. to 15c. per inch. 
 
 A safe general rule for any new advertiser is to set aside say 10 per cent, of last year's profits 
 for the next twelve months' advertising. Look upon it as an investment pure and simple, and 
 don't EXPECT more than you would from the same amount invested in other ventures. 
 $500.00 a year in a savings bank returns only from $15.00 to $20.00 a year interest. Invest this 
 in good advertising, back it up with good goods and business attention, and 100 per cent, is not 
 impossible. 
 
 Of course there must be a field. If the dealer monopolizes all the local trade in his line, or 
 is located in a small village, then little or no advertising is necessary, but in every live centre, 
 where competition and growing population combine to make it worth the while to reach out for 
 more trade, here the snappy business man has everything to gain by the proper use of local papers. 
 
 166 
 
I 
 
 166 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 The small town dealer should occasionally employ neatly printed circulars for mailing to a 
 list of home owners living in adjoining towns. In this way a drive on some special things will be 
 pretty sure to bring people into the store and send them away with arms full. Adverrising is a 
 specific cure for business stagnation and dry rot. 
 
 I am frequently asked how the local advertiser can tell whether a certain paper pays, since 
 there is no opportunity to key ads. Try bargains in one paper only and the special prices and 
 sales will settle the question. Keep a sharp eye on papers, and where one gives evidence of 
 deteriorating, a test as suggested will determine worth. Use the leaders liberally and don't be 
 hypnotized into cutting up an appropriation so that each paper good and bad gets about the same. 
 
 National Publications. 
 
 Before quoting advertising rates asked by magazines and National mediums, I want to say a 
 word about spreading from the local to the National field. Medical houses find 95 per cent, of 
 their sales come through local dailies, and consequently they use little space in mediums of general 
 circulation. Food products and other specialties that any live dealer can sell to some extent 
 without advertising often get best results from magazines, etc. The latter are particularly good 
 for retaining an established business. Probably the first good results of the magazine are due to 
 the sole effect on the dealer, who is impressed with attractive advertisements. Magazine work, 
 however, is slow on most staples, whereas, the live local daily can make a reputation in a week or 
 month, because of the quick touch with everybody in town plus large space possibiliries. Both 
 classes of mediums are therefore good, and their adaptability should be considered under various 
 conditions. 
 
 Advertising Rates of Leadinii National Publications. 
 
 Students and others who are studying advertising cost can procure rate cards by addressing a 
 request to the publications. For this purpose a good Newspaper Directory will be found invalu- 
 able, giving circulation, population, location, distance from large nearby cities, etc. 
 
 The American Newspaper Directory, published by Geo. P. Rowell & Co., 10 Spruce St., 
 New York, and Ayer's Directory, published by N. W. Ayer & Son, 300 Chestnut St., Philadel- 
 phia, are both good works, the former being considered standard. 
 
 As rates are subject to change at any rime, no parricular good can result from a lengthy table 
 of rates in this book, but I give herewith enough to enable the reader to judge something of the 
 cost of National publications. 
 
 Years ago a basis of half-a-cent-a-line per 1000 circularion was considered cheap, but with an 
 increasing number of magazines at a reduction of publicarion expense, this ratio is now far from 
 standard. Large Metropolitan dailies, Narional in scope, like the New York American & 
 Journal, often sell space for as litde as ^ of a cent per line per 1000 circulation, but of course a 
 monthly magazine cannot meet this rate, nor can many dailies. It is not unusual, however, for a 
 magazine when piling up a large increased circulation, to give a rate as low as one-fifth of a cent 
 per line per 1000 circulation, or 50 cents per page per 1000. Rates of a few well known magazines : 
 
 Name 
 
 Ainslee's Magazine. . 
 
 Argosy 
 
 Book-Keepcr 
 
 Century Magazine. . . 
 
 Cosmopolitan 
 
 Everybody's Magazine. 
 Good Housekeeping . 
 Harper's Magazine . . 
 
 Location 
 
 New York 
 <( << 
 
 Detroit . . . 
 New Yotk 
 
 Springfield, Mass. 
 New York 
 
 Circulation 
 
 265,000 
 400,000 
 100,000 
 1 50,000 
 325,000 
 950,000 
 200,000 
 1 50,000 
 
 Page Rate 
 
 $250.00 
 250.00 
 120.00 
 250.00 
 448.00 
 800.00 
 200.00 
 250.00 
 
 Line Rate 
 
 2.00 
 
 •70 
 
 1-75 
 
 2.00 
 1.80 
 1.25 
 1.50 
 
 Name 
 
 Leslie's Monthly. . . 
 McClure's Magazine 
 Munsey's Magazine 
 Pearson's Magazine 
 Physical Culture. . 
 Popular Magazine. 
 Review of Reviews 
 Success 
 
 
 Location 
 
 Circulation 
 
 Page Rate 
 
 New 
 
 York 
 
 300,000 
 
 ;S28o.oo 
 
 
 
 375,000 
 
 416.00 
 
 
 
 644,000 
 
 500.00 
 
 
 
 255,000 
 
 225.00 
 
 
 
 160,000 
 
 160.00 
 
 
 
 200,000 
 
 150.00 
 
 
 
 160,000 
 
 200.00 
 
 
 
 325,000 
 
 800.00 
 
 Line Rate 
 
 I1.40 
 2.00 
 3 00 
 1 25 
 1. 00 
 .70 
 I 25 
 2.00 
 
 The rates of leading National weeklies and monthlies are as follows : Saturday Evening Post, Philadelphia, 700,000, 
 $^ per line ; Ladies' Home Journal, Philadelphia, 1,000,000, $6 per line ; Woman's Home Companion, Springfield, O., 
 450,000, $2 per line; Collier's Weekly, New York, 500,000, $2.25 per line ; Leslie's Weekly, New York, 100,000, 50c. 
 per line ; Puck, New York, 55,000, $1 per line. 
 
 Drawings and En^ravin^s 
 
 Effect of 
 
 Illustrations, Photographs and 
 Styles of Drawings, Pencil 
 Sketches, En^ravinf^s, Electro- 
 types and Stereotypes, and 
 Their Cost : : : : 
 
 The importance of illustrations in advertising has been sufficiently impressed throughout this 
 book, and as a parting admonition I merely wish to urge advertisers to be liberal in this respect, 
 and not attempt a saving simply because drawings and engravings are " so much extra. " 
 
 I have known able business men to pay 25 per cent, extra for a preferred position in a publi- 
 cation and then become frightened at the prospect of only 10 per cent, additional for an illustration 
 that would double the pulling power of the advertisement itself. 
 
 It is only necessary to appreciate the wonderful effect of pictures and cartoons in general to 
 get a fair idea as to the power of the properly illustrated ad. Pictures have driven thieves from 
 power and disrupted political parties. Pictures have educated ignorant people and turned bad 
 men into righteous paths. Pictures have moulded public opinion and created sentiment, where 
 mere words would have utterly failed, and all because they are able to tell the story at a glance, 
 and photograph it on the brain. 
 
 All this, however, relates to pictures that epitomize the subject and are pertinent to it. 
 
 Applied to advertising, the pat illustration wields great power, but unfortunately, a large 
 proporton of advertisers have not yet learned that the illustration that illustrates neither point nor 
 product is worse than nothing, and wholly unfit for publicity purposes. 
 
 It therefore behooves the advertiser to use original illustrations that will attract and emphasize 
 the text matter, and to persist in them, not only in his periodical advertisements, but also in book- 
 let, circular and leaflet matter. I say original illustrations, because every business is important 
 enough to warrant it, and because the adoption of stock cuts that are peddled over the countrv 
 and used by hundreds means staleness and crudeness. It is generally impossible to get ready-made 
 illustrations to fit. 
 
 With these facts impressed, the next thing is some knowledge as to the methods employed in 
 producing illustrations. 
 
 A Drawinii or Photograph the First Necessity. 
 
 Before an engraving can be made it is necessary to have a drawing or photo that can be 
 photographed directly on the plate to be engraved. This applies to the modern photo engraving 
 process, which has almost wholly superseded the older wood cut, and therefore the latter need not 
 be considered at this time. 
 
 Pen and Ink Drawinfis for Zinc Etchings are made by the artist in many styles, such as 
 the Outline as per Specimens No. 20, 21, 31, 32, etc., the Shade as in No. 9, 30, etc., the Sil- 
 houette in No. 6, and so on. There are also many other styles of pen and ink drawings, 
 including Spatter, Crayon, etc., while still another eflfect is -produced by drawing the design on 
 Ross paper. The latter is specially manufactured cardboard with fine lines in many different 
 patterns, which show a figured or shaded background instead of the usual white ground as when 
 drawn on ordinary white cardboard. 
 
 The Ross paper effect often resembles the fine mesh background of the Half-Tone plate, as 
 may be noted in the frontispiece portrait design surrounding the oval portrait in this book. The 
 fine horizontal lines have a similar appearance to the perpendicular ones shown around the head 
 
 ICI 
 
168 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 and shoulders, although the latter is not the regular half-tone effect, being specially re-engraved 
 after the half-tone portrait plate was made. Note that the black border was drawn around and 
 into the Ross paper, and the artist stopped off some of the Ross ground by brushing over China 
 white, otherwise this ground effect would show close up to the border. 
 
 The pen and ink drawing is the simplest form, and is necessary for making the Zinc 
 Etching. Special pen lettering is merely pen work on a drawing. A zinc plate can not be made 
 from a model or photograph, but first necessitates a pen drawing. 
 
 Brush and Wash Drawings and Photographs 
 
 are prepared for making Half-Tone plates. An ordinary photograph may be used, or it may be 
 copied by the artist with the aid of brush and pen, and this gives a finer art effect. By aid of the 
 brush those shades and " tones " are produced that are not unlike beautiful clouds. 
 
 All photographs produce better half-tone plates when touched up by the artist, who is able to 
 lighten deep, black shadows and tone each imperfectly left in the average photo. Machinery 
 photos intended to show detail need this touching up, and oftentimes, where expense is not con- 
 sidered, the finished plate is tooled out or retouched by an engraver. 
 
 A brush drawing or photo cannot be used for a Zinc plate, as the latter is an open back- 
 ground, whereas the Half-Tone has a mesh or clouded background. For a zinc job the photo or 
 brush work must first be copied by the artist in an open pen and ink drawing. A Half-Tone 
 engraving may be distinguished by its background. All my portraits are of this type. By taking 
 a powerful reading glass the fine mesh in a Half-Tone looks like net work. Fine paper admits 
 of a fine screen for background, but daily paper stock requires a very coarse mesh. The fineness 
 depends on the number of lines to the square inch, varying from say 70 to 170. 
 
 The half-tone is hardly adapted to daily paper work, as the mesh background generally fills 
 up with ink, even when a coarse screen is used in making the plate. It is largely used for this 
 class of work because it does not have to be re-drawn, as would be the case were a pen and ink 
 sketch prepared for a zinc plate. 
 
 Pencil Sketches and Cost of Drawiniis. 
 
 Artists will first pencil out your ideas and roughly show them before applying pen or brush. 
 This avoids errors. There is no extra charge if final drawing is ordered. 
 
 Pen and Ink Drawings vary in price, according to labor involved. Specimens No. 31, 32, 
 etc., were |to each ; No. 35 and 37 were $S each without wheels ; No. 38 is worth from I3 to I5. 
 Simple drawings like No. 9 can be had at a ^i, or possibly less in quantity if artist is not famous. 
 
 Brush or Wash Drawings run to all figures. It is nothing uncommon to pay |ioo for a fine 
 job. An average magazine page design is about $15 to $2^. 
 
 Cost of Endravini^s. 
 
 Zinc Etchings vary from 5c. to 8c. per square inch, no job less than 50c. 
 
 Half-Tones vary from 12c. to 25c. per square inch, no charge less than I1.50 as a rule. A 
 combination Half-Tone and Zinc plate, if separately made and then blocked together, is charged 
 at both rates, but in the case of my frontispiece portrait in this book, the pen and ink sketch 
 and photo were made at one time, the charge being loc. per square inch for the former and 
 half-tone rate for the latter. 
 
 Electrotypes and Stereotypes are copies of original Zinc or Half-Tone plates. The former 
 is now universally used save by daily papers, where the quick stereotype is necessary. An Elec- 
 trotype of a Zinc Etching is equal to the original plate, and is cheaper, but the best results will 
 always be obtained by using original half-tones. Most magazines ask for these instead of 
 electrotypes. 
 
 { 
 
 Cyclopedia of Retail and 
 Local Advertisements 
 
 Over 1000 Selections For All Leadinti Lines 
 and For Everyday Use 
 
 The advertisements in this collection are for two purposes — furnishing ready-made copy for 
 those who haven't time to think and write for themselves, and supplying material for students 
 who are frequently called upon to prepare on short notice ads. for lines they are not familiar with. 
 
 Nos. 1 to 18 show complete ads. as run for a well known New York advertiser, and while 
 in some respects they are defective or extravagant in illustration and over-paragraphing, yet as a 
 whole they are far superior to most other small ads. found in daily papers. For example, the 
 illustration of No. 12 is deceptive, and might easily be taken for an ice ad. No. 15 partakes 
 more of the juggler than of clothing, while No. 18 conveys no impression at all. The saving 
 feature with this sort of work is open, chatty text, and as the Rogers, Peet style has come to be 
 recognized almost at a glance, readers are not likely to be deceived with inappropriate illustrative 
 ideas. Still, pertinent cuts would be better. Nos. 2, 3, 5 and 6 are especially suggestive in showing 
 how unique illustrations can be made up from the goods advertised. Nos. 19 to 38 are set in 
 small type, but the originals were complete in 12-point Old Style Roman and with illustrations. 
 
 Many of the ads. in this large collection were written by my former students, while others 
 came from daily papers in various parts of the country. In the matter of display it will be seen 
 that my rule of something specific and directly indicative of the text has been ignored by many 
 who have never realized the importance of it. Take No. 157 for instance : Here the display of 
 price alone weakens the ad., since I38 may be high for some things, while low for a high-grade 
 wagon. A couple of paragraphs and a display something like this would be better: " ^38 For a 
 High-Grade Delivery Wagon." This is likely to catch the attention of a store keeper, who 
 might see nothing in the mere price alone. Nos. 161, 196, 378 and others are also improperly 
 displayed, and would be more effective if made instantly clear to the casual observer. 
 
 As I have said in another department, where an illustration of the goods is shown, then in- 
 direct display can often be used. 
 
 The object in setting the ads. in this department in small type was simply to concentrate and 
 save valuable room. When used, they should of course be set the usual size and have illustra- 
 tions when possible. The general absence of paragraphing should be remedied. 
 
 A closing word about re-writing these ads. The druggist, for example, may secure inspira- 
 tion from a shoe ad., and it is always a good plan to study the phraseology of other lines. No. 
 59 might read : " No one went thirsty yesterday — our soda was // on relief. We've still plenty 
 left, and more hot days to come." 
 
 Whenever particularly good text matter is noted in any ad., no matter what the line of busi- 
 ness may be, it is a good plan to analyze it carefully. Then endeavor to apply the inspiration to 
 your own requirements. Mere copying is not advisable if you intend to become a good ad. writer, 
 but the key note may be employed which, added to your own efforts, will result in more and more 
 skill as time advances. 
 
 This work of incorporating the good features of other writers* text matter gives needed prac- 
 tice, and it will not be long before ideas and expressions of your own will come easier and with 
 more frequency, after which the individual style may be looked for as a regular thing. 
 
 169 
 
170 
 
 Vo. 1 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 3 
 
 T^^^ 
 
 Every chilly gust carries 
 down conviction that Fall over- 
 coats are good things. 
 
 Ours certainly are, good 
 styles and good stuffs. 
 
 $15 to $42. 
 
 Quarter sized collars have 
 solved the problem of getting 
 collars that fit comfortably, 
 without the expense of having 
 them made to order. 
 
 A quarter each or two for a 
 quarter. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No. a 
 
 The sale scarfs are on the 
 run, but haven't all got away 
 yet. 
 
 8000 four-in-hands to start 
 with yesterday — the result of 
 our taking the remnants of a 
 busy season off the hands of a 
 big scarf maker. 
 
 Nothing less than 50 cent 
 quality. 
 
 25 cents. 
 
 Rogers, Peet & Company, 
 
 New York. 
 
 No. 5 
 
 Our whole stock of straw hats 
 is too big for one bite — even 
 when it's all marked down to 
 $1.75; though a majority of 
 them are $3, $3.50 and $4 
 grades. 
 
 So even after yesterday's sell- 
 ing there are plenty left in all 
 sizes. 
 
 $1-75. 
 
 Boys' straws marked down 
 too. 
 
 $1.50. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No. 4 
 
 
 ^.c^ 
 
 Cuts that cut down the ex- 
 pense of starting a boy in school. 
 
 Boys' shoes: 
 
 438 pairs, mostly calf and patent leather ■ prices 
 ran up to $3-50. 
 Sizes i2}4 to i%, with heels ; $1.50. 
 Sizes 8 to 3, spring heels ; $i.as> 
 
 Boys' caps: 
 
 6cx3 cluth caps, nine-tenths of which were f 1 and 
 $1.35. 
 as cents. 
 
 Boys' stockings: 
 
 47s dozen pairs, fast black and seamless cotton long 
 stockings ; sizes 6 to 10. 
 3 pairs for 35 cents. 
 
 Rogers, Peet & Company, 
 New York. 
 
 It's easy to talk, as it's easy to walk, where you're 
 sure of your ground. 
 
 10,000 negligee shirts. 
 
 All of the make that has 
 made up most of our shirt 
 stock for years — so it's easy to 
 vouch for their making and fit. 
 
 All at least $1.50 quality, 
 with a considerable proportion 
 of $2 shirts; and the few dozen 
 $2.50 patterns left from a very 
 busy season. 
 
 85 cents. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No. 6 
 
 Everything man and boy 
 needs for wear over Sunday or 
 any day — 
 
 And a suit case to carry the 
 needfuls, $5. 
 
 Open all day to-day to suit 
 every case. 
 
 Rogers, Peet & Company, 
 New York. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 No. 7 No. 9 No. 11 
 
 171 
 
 Lucky men ! 
 
 7000 handkerchiefs — the sort 
 we're glad to get from our im- 
 porters once in a while because 
 they're always so warmly wel- 
 comed by men looking for extra 
 values. 
 
 Same linen that makes our 
 regular 25c. handkerchiefs — 
 both imported in the piece and 
 hemmed here — saving duty, and 
 not fully laundered. 
 
 2 for 25 cents. 
 
 3600 pairs of suspenders — 
 sorts we've sold at 50c. 
 
 25c. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No. 8 
 
 It's the limit ! 
 
 The last straw is called in 
 to-day. 
 
 Soft hats take their place, 
 while in soft hats nothing takes 
 the place of a Stetson if one 
 wants the very best. 
 
 Stetsons, $5 to $12. 
 
 The Fall Derby Blocks are 
 here, too. 
 
 $3, $4 and $6. 
 
 Rogers, Peet & Company, 
 New York. 
 
 Lucky boys! 
 
 3600 pairs of the fast black 
 stockings so many mothers 
 bless us for offering occasional- 
 ly at the price. 
 
 15c., two pairs for 25c. 
 
 900 handkerchiefs — same 
 grade as the bargain handker- 
 chiefs we have for men to-day 
 — only boys' size. 
 
 10 cents. 
 
 1 200 pieces of boys' merino 
 underwear ; has been selling 
 from 35c. to 85c. according to 
 size; spring and winter weights. 
 
 35c., 3 for $1 now — all sizes. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No. 10 
 
 We celebrate August ist by 
 reducing all our straw hats to 
 $1. 
 
 Boys' sizes, 50 cents. 
 
 Rogers, Peet & Company, 
 New York. 
 
 Reflect on this. 
 
 A big dollar's worth of scarf 
 for 55 cents, and please don't feel 
 sorry for us as losing money. 
 
 The scarf-maker, one of the 
 very best, picked up some ba- 
 rathea silks at a price which let 
 him make us a price. It's an 
 odd time for a sale, right in the 
 middle of our Fall bustle, but 
 we couldn't resist the tempta- 
 tion to pass on a good thing to 
 our friends. 
 
 The scarfs are broad four- 
 in-hands, each made of just one 
 piece of silk, folded to meet in 
 the back and stitched. 
 
 All either solid colors, or 
 small polka dots on solid 
 grounds — blues, black, red, 
 green. 
 
 The sort of thing that's al- 
 ways in style, and the quality 
 that's always $i or more. 
 
 55 cents. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No. 12 
 
 We're "cutting ice" already. 
 
 Three stores brimming over 
 with good clothing, furnishings, 
 hats and shoes do the trick. 
 
 For man or boy. 
 
 Rogers, Peet & Company, 
 New York. 
 
172 
 
 No. 13 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 15 
 
 Hist!! 
 
 Every wool crash and home- 
 spun suit in our stock goes to 
 $ia 
 
 Not many of a pattern but 
 many a pattern. 
 
 The bulk of the sizes is the 
 bulk of most men — from 34 to 
 38 chest measure. 
 
 The prices were from $15 to 
 $25 — a good many of the suits 
 are made with vests. 
 
 $10. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 173 
 
 No. 19 
 
 Plenty of good picking yet 
 among the mixture suits at 
 $12.50; while the covert top 
 coats at $ 1 5 invite a consider- 
 able saving — they were all sorts 
 of prices up to $28. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No. 14 
 
 Good I 
 
 Better!! 
 
 Best!!! 
 
 Which is which for you? 
 
 A short tan covert coat for 
 knockabout and business wear; 
 $15 to $35. 
 
 A dark knee length for even- 
 ing and general utility; $15 
 to $30. 
 
 A long rain coat of fine 
 cravenetted cloth for most any 
 time or season; $16 to $35. 
 
 Whichever you decide on is 
 here. 
 
 Rogers, Peet & Company, 
 New York. 
 
 Any man who can't always 
 run to cover when it rains ought 
 to wear a walking shoe that's 
 waterproofed. 
 
 Our "Pedestrian" shoe is 
 guaranteed waterproof— though 
 it has none of the ungainly look 
 common to most waterproof 
 shoes. 
 
 $5 ; boys' sizes, $4. 
 
 A raincoat, cravenetted, com- 
 pletes the protection against 
 sudden showers. 
 
 $18 to $35. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No. 18 
 
 A pair of shoes can't be mates 
 unless they're different. 
 
 Odd, isn't it? 
 
 "Pedestrians" are different hut 
 not at all odd— while their first 
 aim is all possible comfort in 
 walking they still have all the 
 style and swin^ the most critical 
 wearer demands. 
 
 Men's, $5 ; boys' $4. 
 
 RuGBRs, Peet & Company, 
 New York. 
 
 No. 20 
 
 You can never tell 1 
 
 Tuesday you sweltered, Wed- 
 nesday you puddled, to-day — 
 
 Whatever to-day is, you may 
 need a Fall overcoat to-night, 
 perhaps one that's rainproof. 
 
 We've so many good sorts of 
 covert topcoats, medium lengths, 
 and long raincoats, that we've 
 probably the very thing you want. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No. 21 
 
 No. 16 
 
 Bathing suits on top. 
 
 $3 to $6. 
 
 Going under — cool under- 
 wear. 
 
 All the good thin materials, 
 from old stand bys like lisle and 
 balbriggan to the newer fangled 
 "Cobweb" and "Linen Mesh." 
 
 Rogers, Peet & Company, 
 New York. 
 
 As the year's best walking sen- 
 son comes on, tlie "Pedestrian" 
 shoe steps to the front again 
 
 A most comfortable last for 
 walking. 
 
 And, by the way, a water-proof 
 shoe. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No. 22 
 
 y 
 
 A sensible shoe — stylish, too. 
 
 The Pedestrian. 
 
 Studied out for comfort in 
 walking. 
 
 Stamped with our name for 
 quality. 
 
 Heavy calf, laced. 
 
 Waterproofed. 
 
 ^5; boys' sizes, ^4. 
 
 Our special f^i .50 waUcing glove 
 goes hand in glove with anything 
 stylish. 
 
 Rogers, Pert & Company, 
 New York. 
 
 No. 23 
 
 O! 
 
 Stands for overcoat. 
 
 Have you an opening for a 
 Fall weight? 
 
 Or for a Fall weight mixture 
 suit? 
 
 The cream of ours are wait- 
 ing for the critical. 
 
 Men and boys. 
 
 Rogers, Peet & Company, 
 New York. 
 
 Are you ready for a sudden 
 Fall? 
 
 Fall suits. 
 
 Fall overcoats and raincoats. 
 
 Fall underwear, shirts and 
 gloves. 
 
 Fall Derbies and soft hats. 
 
 Fall shoes — waterproofed. 
 
 All ready to be picked up by 
 man or boy. 
 
 Rogers, Peet & Company, 
 New York. 
 
 At home. 
 
 Mondays until Saturdays. 
 
 From 8 to 6. 
 
 To meet men who need frock 
 coats for "At homes,'' who need 
 evening suits, good business suits 
 or anything else men wear. 
 
 Rogers, Pert & Company, 
 New York. 
 
 N... 24 
 
 Comfort will dog your steps if 
 you wear a "Pedestrian" shoe. 
 
 Made from stout leather on a 
 last made for comfort. 
 
 But a stylish last too. 
 
 Waterproofed. 
 
 Is- 
 
 Same shoe in boys' sizes; $4. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No. 25 
 
 A case you can check with 
 safety and carry with pride. 
 
 A case made especially for us 
 of far better material than the 
 usual $s case ; white oak tanned 
 leather on a stout steel frame, 
 linen lined. 
 
 It's better because we've been 
 selling better f s suit cases so long 
 that now we can buy and sell 
 unusual quantities. 
 
 Quarter-masters — 
 
 Quarter size collars that have 
 m.istered the problem of collar 
 comfort. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No, 26 
 
 After the boys had a merry 
 whirl at the $* 75 sale suits yes- 
 terday, here's what's left: — 
 
 A quantity of three-piece suits 
 in blues and blacks, and say 250 
 double-breasted mixture suits — 
 these both in sizes from 8 to 1 2 
 years. 
 
 Perhaps 150 Norfolk suits; sizes 
 8 to 14 years. 
 
 But for stout boys of from ij to 
 16 wearing three-piece suits — 
 some of the best things in the 
 sale are left. 
 
 U-7S- 
 
 Rogers, Peet & Company, 
 New York. 
 
 ^ 
 
 No. 
 
 A really waterproof shoe is to 
 any old sort of rubber shoe what 
 a modem revolver is to a flint 
 lock. 
 
 Lighter to carry. 
 
 Neater to .««e 
 
 More comfortable to use. 
 
 "Dry Fotjt" is a black calf 
 walking shoe that we guarantee 
 waterproof. 
 
 Men's sizes; $5. 
 
 Boys sizes; $4. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No. 28 
 
 Autumn leaves from our hat 
 book. 
 
 In our fi Derby most of the 
 cost goes into solid wearing 
 qualities— it's the hat for the man 
 who wants the most wear for his 
 money. 
 
 In our $4 Derby there's ju'it 
 as much wear and besides it has 
 all the fineness of quality of the 
 usual ts hats. 
 
 Fall suits are leaving here fast; 
 Fall overcoats too, not leaving 
 out raincoats. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No. 29 
 
 A ground of gray. 
 
 Just a dash of color — in over- 
 plaid, line or sprinkling. 
 
 That's the best mixture for 
 suits this Fall and Winter— but the 
 best of all our mixture suits is 
 that we use no fabrics that we 
 cannot guar>intce. 
 
 That's the rule with everything 
 we sell — suits, overcoats, furnish- 
 ings, hats and shoes. 
 
 For men and boys. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No. 30 
 
 Because we don't believe in 
 blowing about ordinary reductions 
 — don't you believe we haven't 
 excellent suit values to offer now. 
 
 At jii5, and from that to $28, 
 wi still have good lines of winter 
 mixture suits, practically all of 
 which are some dollars below 
 their originally reasonable prices 
 - and at ^15 a number of light 
 weight serges and cheviot suits 
 also offer more than usual values. 
 
 Negligee shirts for spring- 
 brighter and earlier than usual. 
 51.50 to ^2.50. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No. 31 
 
 A stranger to our clothes might 
 think our mail order system a 
 "heads you win, tails we lose" 
 affair. 
 
 For we take all the chances ; 
 deliver free within 100 miles of 
 our stores, and specify that anj' 
 thing we send anywhere is 
 returnable at our expense, if not 
 exactly to the customer's taste. 
 
 But we have our mail ord'-r 
 system down so fine and our 
 clothing so good that the chances 
 are big Ihat nothing's returned. 
 
 May we send samples of Fall 
 suits and overcoats, with measure 
 forms ? 
 
 For man or boy. 
 
 Rogers, Peet & Company, 
 New York. 
 
 Nn. S9 
 
 About small sizes. 
 
 All our Winter overcoats and 
 mixture suits in chests 32, 33 and 
 34 have been pitched in at re- 
 duced prices 
 
 Overcoats, $1$ - formerly up to 
 
 Suits Ji 2 and $15— formerly up 
 to $11 and $1$. 
 
 Boys' long trouser mixture 
 suits sizes 13, 14, 15, are all Jio 
 and f 13 now. 
 
 Rogers, Peet & Company, 
 
 New York. 
 
 No. 33 
 
 No. 34 
 
 Can't we help you out with 
 some of the errands you're brinc- 
 ing back from the country witli 
 you this morning.' 
 
 Clothing ? 
 
 Furnishings? 
 
 Hats? 
 
 Shoes ? 
 
 For man or boy ? 
 
 We deliver free anywhere with- 
 in a hundred miles from New 
 York City. 
 
 Rogers, Pert & Company, 
 New Yokk. 
 
 Belted backs were never popu- 
 lar with boys until lately. 
 
 Now, even men want them, cm 
 overcoats tourist Coats they're 
 called. 
 
 In the proper sorts of mixtures. 
 
 Men's sizes; J22 to f 35. 
 
 Buys' sizes; f 14 to ^16. 
 
 Every other good sort of over- 
 coat for man or boy. 
 
 Rogers, Peet & Company, 
 New York. 
 
 No. 3.'> 
 
 At sra we make sail l>jr 
 raising somethini; — on 
 l^nd we make sales by 
 luwcrin^ Stiiiifthint;. 
 
 All we have left of our boys' 
 wash suits, about 450 sailor and 
 100 Russian suits of various 
 washable materials; prices were 
 f 1.25 to $7 — though m"si of the 
 suits were from J2.50 to #4 50. 
 
 Sizes 3 to 10. 
 
 J.. .5. 
 
 2<o pairs of boys' setwnite 
 washable trousers — white linen 
 and crashes; sizes 3 to 6; were f 1 
 to #1.75. 
 
 50 cents a pair. 
 
 249 sailor suits, mostly blue 
 serges; sizes 3 to 5. 
 
 Made to sell at from f 5 to $9. 
 #1.50. 
 
 Rogers, Pert St Company, 
 
 NeVS YliRK. 
 
 No. 3fl 
 
 Boys' negligee shirts and 
 blouses have had a knockout 
 blow. 
 
 900 boys' negligees- all fi. 
 f) 3; and f 1.50 sorts. 
 
 Sizes 12 to 14. 
 
 65 cents. 
 
 1000 boys' blouses, all $1 and 
 |i 35 sorts. 
 
 Sizes 4 to 15. 
 
 50 cents. 
 
 Though most of the men's 85 
 cent negligees are gone, those left 
 are all right for we had nothing 
 under $1.50 quality. 
 
 K(x;ers, Peet & Combanv, 
 New York. 
 
 No. :17 
 
 Nothing small about values in 
 the ^2 85 shoe sale. 
 
 About two-thirds of the 1700 
 pairs were fj stock; the rest 
 regular 53.50 goods. 
 
 All sizes, but in 7, 7% and 8 
 mostly narrow widtlis; patent 
 leather and calf. 
 
 52.85. 
 
 17s bovs' reefers and overcoats, 
 all made to sell at from tj-SO 
 to 5q. 
 
 Sizes 3 to 7. 
 
 #3. 
 
 R(k:eks, Peet & Company, 
 New York. 
 
 No. 3H 
 
 "Birds" we've salted down for 
 boys. 
 
 Some of 'em — 
 
 Tan covert top-coats; $7.50 to 
 Jia. 
 
 Rain-coats of fine worsteds, 
 cravenetted; sizes 9 to 16; $tx 
 to|i8. 
 
 Derby hats; f 1 .90 to $3. 
 
 Shoes on our famous " Pedes- 
 trian" last; #4. 
 
 Pajamas; sizes 6 to 18; $1 to 
 52.25 
 
 Made just as well as our men's 
 things. 
 
 Rogers, Peet & Company, 
 New York. 
 
174 
 
 No. 39 
 
 It seems incredible that any 
 modem merchant should cling to 
 the " P. M." system — the scheme 
 once universal in the clothing 
 business of disposing of undesir- 
 able goods by giving a premium 
 to any salesman who works them 
 off. 
 
 It has no place in our stores. 
 
 For we long ago realized what 
 bad bu-siness it is in the long run 
 to sell a customer anything which 
 for any reason will nt)t be satis- 
 factory ; and instead of " P . M . 's" 
 for the salesmen next season, we 
 dispose of our stock through prop- 
 er reductions in price the first 
 season. 
 
 So our stock is always fresh 
 and new and there's no mcentive 
 tp any salesman to persuade a cus- 
 tomer to select a slow-selling pat- 
 tern in preference to the best we 
 have. 
 
 No. 40 
 
 If you would feast your eyes — 
 There's an array of fine winter 
 suits and overcoats in our three 
 stores that are eye openers. 
 For men and boys. 
 
 No. 4t 
 
 If good looks count for anything 
 our Kail suits certainly deserve the 
 howlifig success they ve had. 
 
 The patterns have lots of char- 
 acter, without being conspicuous. 
 
 The fabrics have lots of strength 
 without being coarse — worsteds 
 and worsted-cheviots predomi- 
 nate. 
 
 #i6 to I38. 
 
 No. 49 
 
 Is a handsome hat a happy 
 thought for him .' 
 
 Silk hats ; $6. 
 
 Opera hats ; $S. 
 
 Derby hats ; >3, #4 and $6. 
 
 Hat boxes holding one or two 
 hats 
 
 Umbrellas— some ti sorts are 
 
 Dressing gowns. 
 
 Scarfs. 
 
 Handkerchiefs, in Xmas boxes. 
 
 Dozens of other useful gifts for 
 
 No. 43 
 
 If there's a head for which we 
 haven't a becoming soft hat, we 
 wish the owner would let us see it. 
 
 The famous Stetson soft hats 
 come in so many Fall shapes and 
 we've -SO many of those shapes 
 that we're ready for all comers. 
 
 All ready with Fall suits and 
 Fall overcoats too. 
 
 N«». 44 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 Just as school closes we close 
 out these small boys' sailor suits 
 —the price is almost trivial. 
 
 500 suits ; serges and a few mix- 
 tures—mostly sixes 3, 4, 5 and 6, 
 with some scattering suits up to 
 12 years. 
 
 J[« to I9 values. 
 
 All >2 75- 
 
 The sale of men's Js shoes at 
 J3.50 goes merrily on. 
 
 Over Jooo pairs to start with 
 yesterday makes good picking to- 
 d.iy— and anyhow there's not a 
 pair in the sale of less than $s 
 value. 
 
 Plenty of low cuts left. 
 
 $3 5"- 
 
 No. 45 
 
 If any custom-tailor man wants 
 to see how the wind blows in suits 
 for the coming Winter, we should 
 be glad to show him. 
 
 We've a variety of patterns 
 that would stagger the average 
 merchant tailor, and as they are 
 all made up the critic may judge 
 them fairly— a difficult thing with 
 piece goods. 
 
 The more expensive silk lined 
 suits will interest him as beine ex- 
 actly the sort of thing for which 
 he expects to pay his tailor about 
 half as much again. 
 
 But the most surprising fact is 
 the richness of effect obtained in 
 suits at medium prices, say from 
 ^2 to I30. 
 
 No. 46 
 
 If you've any question about 
 anything to wear— ask us. 
 
 We will show you the right 
 things in clothing, furnishings, 
 hats and shoes. 
 
 Man or boy. 
 
 No. 47 
 
 It may still be warm in spots. 
 
 But winter is due and to give 
 our winter overcoats their due 
 they're all ready to be taken out 
 to see the other new warm things 
 - like the Subway. 
 
 Paddocks ; belted tourist coats ; 
 long loose coats ; the more con- 
 servative knee lengths; raincoats; 
 ulsters. 
 
 Each in its appropriate mater- 
 ials ; serge and sUk lined. 
 
 No. 48 
 
 In the Pedestrian shoe we feel 
 that we have reached the tip-top of 
 walking-shoe making. 
 
 A stout calf shoe, on a last es- 
 pecially adapted for walking, yet 
 lull of style— waterproofed too. 
 
 $i 
 
 The Fall suits and overcoats 
 we have ready for men and boys 
 are on the same level— tip-top. 
 
 No. 49 
 
 If you stick to a Summer suit 
 you must have a light overcoat for 
 morning, noon on the open cars, 
 and night. 
 
 Every good sort of light over- 
 coat. 
 
 fij to|42. 
 
 If you're ready for a Fall suit, 
 it's ready for you in a host of 
 handsome patterns. 
 
 |i6 to $38. 
 
 Xo. 50 
 
 It's a hard nut to crack— decid- 
 ing whether your Winter suit 
 shall be of a rough or smooth cloth 
 — cheviot or worsted 
 
 You might look over a ^reat big 
 assortment of both sorts in good 
 patterns ; we have 'em both. 
 
 Then pwrhaps you'll compro- 
 mise on a worsted cheviot, a 
 smooth cloth with a roughish face. 
 
 Plenty of those, too. 
 
 No. 51 
 
 Labor Day is too short for la- 
 bored Ulk about clothing, fur- 
 nishings, hats and shoes. 
 
 We're holidaying ; open bright 
 and early to-morrow. 
 
 The new Fall overcoats and 
 suits are ready. 
 
 No. 59 
 
 Just revolve in your mind the 
 things you'll need to-morrow. 
 Frock coat. 
 Trousers. 
 Waistcoat. 
 Patent leather shoes. 
 Scarf. 
 Silk hat. 
 We have them all. 
 
 No. 53 
 
 Like a tame elevator, prices al- 
 ways descend gradually about this 
 season . 
 
 It's winter sack suits this time. 
 
 They've just taken quite a drop 
 — $2,iior$4 off many patterns 
 at all prices, while several hun- 
 dred struck bottom at f 15. 
 
 No. 54 
 
 Just two weeks to Christmas. 
 
 To give zest to holiday buying 
 we've marked a lot of handsome 
 house coats at ^6.50 that usually 
 would be $8 or Jq — all double 
 faced cloths of rich, subdued col- 
 ors 
 
 Other house coats up to fi j. 
 
 Imported dressing gowns of vi- 
 cuna, camelshair and wool 
 blanketings— plain or Jacquard 
 weaves ; |i2 to ^20. 
 
 Imported bath robe s — both 
 wool and terry towelling ; f 5 to 
 $12.50. 
 
 No. 55 
 
 Lots of time this morning to 
 send you anything man or boy 
 wears ; 'phone us. 
 
 The shutters don't go up until 
 12 ; then they stay up until Tues- 
 day. 
 
 No. 56 
 
 Lucky shoes ! 
 
 Not old shoes, either, but our 
 maker's samples and so the new- 
 est things. 
 
 12 JO pairs of #5 quality, with a 
 good sprinkling of $6 shoes. 
 
 450 pairs more of $5 shoes from 
 our own shelves. 
 
 More than half of all are patent 
 leathers ; lace and buttoned — the 
 balance calf and vici kid. 
 
 All sizes ; all widths. 
 
 ti 50. 
 
 No. 57 
 
 Next best to web feet- 
 Waterproof feet. 
 " Pedestrian " shoes are guar- 
 anteed waterproof, though they're 
 apparently only a specially stylish 
 heavy walkinf; shoe. 
 $5 ; boys' sizes, $4. 
 
 Quarter-size collars are a sensi- 
 ble innovation. 
 25 cents each or two for 25 cents. 
 
 No. 58 
 
 Plenty of thin coats on hand, 
 better on your back 
 
 Our alpaca coals, skeleton serg- 
 es, nun 's cloths, etc. .are thorough- 
 ly reliable in strength, color and 
 style, ti and up. 
 
 TiiiH business suits, tiin out- 
 ing suits and extra trousers are 
 plentiful here. 
 
 Tkin negliges, tkin underwear, 
 Hin hosiery, tkim fixings for sum- 
 mer wear. 
 
 TAin prices in all departments 
 —it's a time for cutting and sl.ish- 
 ing to close out all tAin goods. 
 
 No. 59 
 
 No one wore shoes yesterday- 
 goloshes were it. 
 
 So we've still plenty of |s and 
 I3.50 shoes at f 2.85. 
 
 No. 60 
 
 Nothing incendiary in firing 
 your straw now— just good sense. 
 
 It's rather late and vour straw 
 is probably soiled and soft hats 
 are so easy. 
 
 All the Fall shades and shapes 
 of soft hats, 53.50 to |i2. 
 
 There's a rich new brown at ts- 
 
 No. 61 
 
 " Mocha." 
 
 That's the newest brown shade 
 of the newest soft hat to catch on 
 with young men. 
 
 Stetson seems to be the only 
 maker who has caught the full 
 rich coffee shade, and the hats 
 are just a-sailing out of our stores 
 as fast as we can get them from 
 the Stetson factory. 
 
 It's Js, as are many others of 
 the new things in Stetson's soft 
 hats. 
 
 No. 63 
 
 Out of sight. 
 
 That describes the good cloth- 
 ing, furnishings, hats and shoes 
 that are just the tilings you're 
 hunting for. 
 
 For man or boy. 
 
 No. 63 
 
 Most of our old friends know 
 that one reason why we have no 
 old goods in stock is because we 
 are constantly marking down slow 
 sellers until they jump. 
 
 Just made a mark. 
 
 60 Overcoats at $55, and go at 
 I50 join the $38 band ; while sev- 
 eral hundred others of our finest 
 silk-lined overcoats lose ts to t7 
 of their price ; now I30, $32 and 
 tii 
 
 All knee-length garments of 
 conservative cut. 
 
 No. 64 
 
 Presto ! 
 
 A new pair of striped trousers^ 
 and the coat and vest of your win- 
 ter suit take a new lease of li(e 
 
 A splendid lot of patterns at ts 
 and |6 ; finer qualities up to $12. 
 
 A not-too-fancy waistcoat is an- 
 other useful Karnient. 
 53.50 to t<)- 
 
 No. 65 
 
 Punched a hole in our Panama 
 price. 
 
 Real Panama hats— hats of a 
 quality that a year or two aeo 
 would have brought $18 or >2o 
 most anywhere. 
 
 Just a few dozens; our prices 
 yesterday were $i and $10. 
 
 >S 
 
 Everything man or hoy needs 
 for wear over the holiday is ready 
 to^y at our three stores. 
 
 Bathing suits, tennis shoes, rid- 
 ing breeches, duck tennis hats, 
 ram coats, golf bails, neglige 
 shirts, duck trousers, dress suit 
 cases. 
 
 To-morrow we close at 12 noon. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 175 
 
 No. 66 
 
 No. 72 
 
 No. 78 
 
 No. 8.1 
 
 On Summer lines : 
 
 A rattling good shirt line — neg- 
 liges with plaited and plain 
 bosoms; 5>. 50 to 53.50. 
 
 A line of underwear including 
 all thin fabrics most men know, 
 and all the best of the newer 
 things, like Linen Mesh and 
 Ramie. 
 
 Straw hats, suit cases, Summer 
 scarfs, suits of airy homespun. 
 
 Last but not least— low shoes 
 on lasts full of style ; 53.5oand55. 
 
 No. 67 
 
 Only a few hundred 51.85 der- 
 bies left to-day — the crop wasn't 
 big, and over a thousand were 
 gathered yesterday by our friends. 
 
 "Seconds" of our regular 53 
 and 54 derbies. 
 
 Sizes still good. 
 
 51.85. 
 
 At 520 and 525 our winter over- 
 coat stock offers unusually good 
 values; while for 55 or 5 10 more 
 you may pick up a garment that 
 was considerably higher. 
 
 No. 68 
 
 Our busy-ness day. 
 
 Business shirts at 8;c. 
 
 2200 in stripes and figures, cuffs 
 att.iched and detached. 
 
 All 5>.5o and fz qualities of the 
 best nuke — the make we've sold 
 for years, 
 
 85c. 
 
 Also 450 neglige shirts, attached 
 cuffs ; odds and ends of our 5i 50 
 fall stock. 
 
 85c., too. 
 
 No. 69 
 
 " Pretty smooth." 
 
 That describes many of our Fall 
 suits whose handsome cloths are 
 smooth-finished worsteds and 
 worsted cheviots. 
 
 The rough cloths are just as 
 good looking. 
 
 5 16 to I38. 
 
 Came pretty near being Fall 
 overcoat weather yesterday 
 
 Will you have a short covert, a 
 knee length of dark soft goods, a 
 paddock or a raincoat ? 
 
 No. 70 
 
 Prices of our boys' suits have 
 had some hard knocks — went down 
 under them, leaving unusual val- 
 ues all along the line. 
 
 Most of our boys' Norfolk and 
 double breasted suits, and all of 
 our boys' three-piece suits are 5$ 
 now, coming down from prices in 
 some cases as high as 5i2. 
 
 Boys' washable suits got a touch 
 of the same knock. 
 
 No. 71 
 
 Cold contracts. 
 
 So it's natural that as Winter 
 progresses and the mercury goes 
 down, our overcoat and suit prices 
 should shrink. 
 
 That's what's happened, affect- 
 ing many of our finest overcoats to 
 the extent of from 5s to5i},and 
 bringing many mixture suits to 
 the;i5 level. 
 
 Boys' suits and overcoats are 
 down, too. 
 
 We've quantities of the things 
 th.Tt women like to give men, in 
 the qualities men get themselves. 
 
 Scarfs, gloves, mufflers, house 
 coats, suit-cases are examples. 
 
 Count the Christmas gifts you 're 
 going to make. 
 
 Then if you need a new suit or 
 overcoat you'll be glad to know 
 that we have made materi.il re- 
 ductionsall through our suit stock 
 and among our finest overcoats. 
 
 One result — several hundred 
 mixture suits on the 5' 5 tables. 
 
 Many young men's suits, sizes 
 32i33.34.'i"'ve been marked down 
 too — they're always 52 or 53 less 
 than men's sizes in the same pat- 
 terns. 
 
 Fancy handled umbrellas, of 5$ 
 quality, all silk, make good gifts 
 at 53-3S- 
 
 No. 73 
 
 Even had Ponce de Leon found 
 the spring of denial youth of 
 which he dreamed, he might not 
 have been able to wear our 
 " youths " clothes. 
 
 For In marking clothes we limit 
 " youth " strictly to men of 32, 33 
 and 34 inch chest — regardless of 
 »«e. 
 
 For them we cut suits of pat- 
 terns more chipper than most 
 larger m<.n wear. 
 
 For them we make suits of a 
 more pronounced style than 
 stouter men affect. 
 
 Extra lucky they are, because 
 even for patterns the same as in 
 larger sizes, the ''youths'' sizes 
 are always $2 or 53 less. 
 
 No. 74 
 
 Don't hug the heater. 
 Needn't if a new warm overcoat 
 embraces you. 
 
 Conservative knee lengths. 
 
 Long full back coats. 
 
 Paddocks. 
 
 Belted backs. 
 
 Ulsters. 
 
 All in their proper cloths. 
 
 Xo. 76 
 
 Forget to-day may spell regret 
 to-morrow. 
 
 Shins ? 
 
 Scarfs ? 
 
 Suit case or bag ? 
 
 Soft hat i 
 
 Tennis shoes? 
 
 Bathing suit ? 
 
 Or is it something else to wear 
 that you'll need over the holiday? 
 
 Fall overcoats and suits are 
 ready. 
 
 Stores close at noon to-morrow. 
 
 No. 76 
 
 " English squares." 
 
 Four-in-hands. 
 
 A quantity of rich scarfs that 
 we've had on our shelves at fi 
 and 5' so — about half at each 
 price. 
 
 85 cents. 
 
 No. 77 
 
 Furnishings can 't be " too 
 fresh." 
 
 " Business " shirts — the pat- 
 terned stiff bosom sort, are just 
 from the makers ; 5 '.50 to 52.50. 
 
 Neckwear— every scarf made 
 for this Fall, 50 cents to 52. 
 
 Pajamas just out of the boxes, 
 and from the exceptional 5< sort 
 up they're the prettiest patterns 
 ever. 
 
 Gloves, underwear, canes, fan- 
 cy handkerchiefs, hosiery— fresh 
 specimens of the newest things. 
 
 Entrance to our most exclusive 
 circles of colored stiff bosom 
 shirts is 5i 50, 52 and 52.50. 
 
 Exclusive— most all the pat- 
 terns are exclusively ours until 
 they're yours. 
 
 "The best fitting shirts we've 
 ever found ready to wear. 
 
 No. 79 
 
 Evening clothes give a good 
 shirt a show. 
 
 The more show our evening 
 and dress shirts have, the more 
 their good fit is evident. 
 
 Dress suits ; $27 to 550. 
 
 Tuxedo jackets, separately; 
 $14 50 to 527- 
 
 Dress shirts; fi, {1.50 and 5>. 
 
 No. 80 
 
 Even now in the sleepy season, 
 we're wide awake with clothing, 
 furnishings, hats and shoes for 
 men and boys alive to good things. 
 
 For instance, we've collars in 
 quarter sizes for the comfort of 
 tliat half of mankind whose necks 
 don 't grow in even half inch 
 jumps. 
 
 No. 81 
 
 For dogged perseverance in re- 
 fusing to wear out, nothing 
 touches a first class pair of hard- 
 finished worsted trousers. 
 
 55 <o 59- 
 
 From every quarter we hear of 
 men who have first found collar 
 comfort in % sizes. 
 
 25c. each or two for 15c. 
 
 No. 89 
 
 No. 83 
 
 No. 84 
 
 First aids to evening dress : 
 White waistcoats ; S* to $6. 
 Dress shirts ; 5i to 52. 
 White gloves ; 5' 50 and $z. 
 Dress ties ; 25c. and 50c. 
 Pumps ; 5350 and 56. 
 Silk hats ; 56. 
 Opera hats ; S6 and 58. 
 
 Dress suits and Tuxedos, of 
 course. 
 
 Football fever won't keep you 
 warm. 
 
 A long belted-back overcoat is 
 the thing. 
 
 Winter weights. 
 
 522 to53S- 
 
 Anything you need for wear 
 over Sunday ? 
 It's here. 
 
 He smiles 1 And why ? 
 
 He's just heard that he can now 
 save from 55 to 5i5 on many of 
 our finest overcoats and save on a 
 mixture suit, too — the general 
 scaling down all through the suit 
 stock has filled the5>S tables with 
 suits that were higher. 
 
 He's just heard that a suit and 
 overcoat for his boys wilt cost him 
 much less than a few days ago. 
 
 He knows it's the day Ijefore 
 Christmas, and his present came 
 from our store — so was the sort of 
 thing he'd buy himself. 
 
 House-coats ; dressing-gowns ; 
 suit-cases : scarfs ; umbrellas ; 
 canes ; gloves; bath-robes ; 
 steamer-rugs. 
 
 From the finest looms. 
 
 The most versatile of scarfs— 
 the '" English Square," tieabic in 
 three ways. 
 
 Large four-in-hand. 
 
 Once over. 
 
 Ascot. 
 
 In silks rich enough for the 
 richest sha|>e of scarfs. 
 
 Satin brocade ; Ottoman knit 
 with satin scroll patterns ; Tur- 
 coman ; peau de corduroy ; peau 
 de tortoise ; peau de foliage. 
 
 5i to 52 50. 
 
 No. 8« 
 
 For men swept by Autumn 
 breezes : — 
 
 Paddock overcoats; lightweight 
 cheviots and coverts — some tain- 
 proofed ; 526 to 542 . 
 
 Top-coats of fine covert cloths ; 
 
 5>5 to 535- 
 
 Knee length overcoats, light 
 weight ; dark cloths, mostly 
 cheviots ; 5>5 to 530. 
 
 No. 87 
 
 For wise ones : 
 
 A silk hat at 56. quite up to the 
 level of the highest flyers, regard- 
 less of price. 
 
 An opera hat at 58, favored by 
 night owls, because ribbed silk 
 has no feathers to ruffle. 
 
 No. 88 
 
 Oood catches going yet. 
 
 Yesterday we put on sale 1500 
 soft hats made for regular $3.50 
 Alpines, but put aside because 
 not of colors ordered or blemished 
 in some other way it would take 
 Old Sleuth to detect. 
 
 With them were 400 " Vime- 
 net " soft hats : regular 54 stock. 
 
 All sizes still ; a variety of 
 shapes and shades. 
 
 5i 85. 
 
 No. 89 
 
 Gifts that will wreathe any 
 man's face with real smiles. 
 Suit cases. 
 
 Housecoats and dressing gowns. 
 Scarfs and mufflers. 
 Traveling bags. 
 Silk umbrellas. 
 Hat boxes. 
 Silk hats. 
 Bath robes. 
 Gloves. 
 Opera hats. 
 
 No. 90 
 
 Going home for Thanksgiving? 
 
 Everything man or boy nerds 
 to make a brave show of ciiy 
 clothes for the old folks at home. 
 
 Overcoats, suits, furnishings, 
 hats and shoes. 
 
 No. 91 
 
 Hurrah, boys 1 
 They're off. 
 1400 suits. 
 
 Double-breasted suits. 
 Three-piece suits. 
 Norfolk suits. 
 Former prices ; 57 to 5*0. 
 Sizes ; 8 to 16 years. 
 54-75- 
 
 A quantity of boys' furnishings 
 have been greatly reduced. 
 
 Bath robes of eiderdown and 
 toweling ; house coats ; mackin- 
 toshes ; neglige shirts and blouses. 
 
176 
 
 No. 93 
 
 Here's our rule : — 
 
 n a man wants one Hgiht over- 
 coat for all round wear— business, 
 evening, church— we don 't advise 
 a jaunt/ covert top-coat or a long 
 rain coat, though we've lots of 
 them to sell. 
 
 He'd best split the difference 
 — buy a medium weight coat of 
 some dark material at from ^i « to 
 »3o. 
 
 No. 93 
 
 However or wherever you spend 
 Sunday, we've the clothes you'll 
 need. 
 
 If you're man or boy. 
 
 No. 94 
 
 Half the day 
 
 in all the day 
 
 we 
 
 work to-day. 
 
 
 
 Kut until 
 
 12 o'clock we 
 
 '»e 
 
 everything man 
 
 or boy wants 
 
 ni 
 
 clothes, furnishings, hats and | 
 
 shoes. 
 
 
 
 No. 95 
 
 How many of the dress suits 
 worn at any party would stand a 
 daylight test ? 
 
 Our evening clothes must fit 
 perfectly in cold daylight, so 
 they're naturally winners in the 
 gla.mour of night. 
 
 Kvening suits, $17 to I50. 
 
 Tuxedo coats separately, fu.jo 
 to $27. 
 
 No. g« 
 
 Hist: ! 
 
 Every wool crash and homespan 
 suit in our stock goes to $10. 
 
 Not many of a pattern but 
 many a pattern. 
 
 Tile bulk of the sixes is the bulk 
 of most men — from 34 to 38 chest 
 measure. 
 
 The prices were from J15 to fi$ 
 — a good many of tlie suits are 
 made with vests. 
 
 {10. 
 
 Additions to-day make a stock 
 of 1300 pairs of trousers marked 
 down lo #3.50 — mostly light flan- 
 nels, crashes and worsteds. 
 
 Plenty of good picking yet 
 among the mixture suits at «i2.5o, 
 while the covert top-coats at|i5 
 invite a considerable saving — they 
 were all sorts of prices up to JiS. 
 
 No. 97 
 
 Into the lime-light now comes 
 the new fall soft hat. 
 
 Nothing else fills the hiatus till 
 fall Derbies : ( New Derbies here 
 now if you want 'em — $2, $i and 
 
 The new Alpines — in black, 
 pearl and "nutria" colors- J2 
 and fi. 
 
 John B. Stetson's soft hats — 
 $i 50 to 15. 
 
 Whatever you get here — be it 
 clothing— fixings- or hats — it's a 
 satisfaction-sinecure. 
 
 No. 98 
 
 It's enough to melt the heart of 
 a snow man , unle.ss he's protected. 
 
 Storm ulsters, $18 to f 35. 
 
 Mackintoshes, $1 1 50 to $25. 
 
 Kain coats, $iS to ^35. 
 
 Umbrellas, from the Ji.io one 
 we brag about to our " "Tip Top " 
 at»s. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 99 
 
 
 .Summer's last holiday is 
 — now for Fall busines.s. 
 Kail hats and shoes. 
 Kail neckwear. 
 Kail undrrwear. 
 Fall suits and overtxnts. 
 
 gone 
 
 No. 100 
 
 If you've caught an underwear 
 that preserves your comfort by fit- 
 ting you and being fitted to your 
 skin — hold on to it. 
 
 We probably have it in more 
 grades and gradations of price 
 than you've hitherto found. 
 
 If you haven't caught just the 
 right thing yet, we can help you 
 out. 
 
 We've more sorts of good un- 
 derwear than most men ever heard 
 of — plenty of stout siies too. 
 
 No. 101 
 
 If you're a custom tailor man 
 and want a notion of the Fall 
 styles before you order from your 
 tailor — and begin to wait, you 
 might get some hints from Qur 
 Fall suits. 
 
 Lots of the finest patterns ^re 
 already on our counters, and 
 you'll be very welcome, though 
 you have no thought of buying. 
 
 No. 102 
 
 It was a jcreat step. 
 
 Put nothing into this 1(3.50 shoe 
 sale except (« and ^6 cjualities 
 
 So instead of hunting a bar- 
 gain you simply select the bargain 
 you fancy. 
 
 Calf and vici kid— over half are 
 patent leathers. 
 
 Sizes good ; especially strong 
 in the " sample " sizes, 7, 7>i and 
 8, widths A and B. 
 
 No. 103 
 
 Some slivers from 
 
 our 
 
 anti- 
 
 shiver plank for Fall. 
 
 
 
 Covert top-<oats. 
 
 
 
 Knee lengths — dark c' 
 
 oths, 1 
 
 Long coats rainprofil 
 
 ed. 
 
 
 Paddock coats— some 
 
 of 
 
 them 
 
 made proof tcK). 
 
 
 
 Winter overcoats of 
 
 all 
 
 sorts 
 
 ready if you are. 
 
 
 
 No. 104 
 
 Some day soon we'll all wake 
 up to find .Spring here. 
 
 You'll find us ready. 
 
 Advance lines of Spring mix- 
 ture suits, Spnng overcoats, ^nd 
 even the thinnest of summer suits 
 are ready now for men who beat 
 the calendar by goini; South. 
 
 NegliKee shirts, tixj. 
 
 No. 105 
 
 The " tourist coat " has left the 
 clumsy, old-time ulster away be- 
 hind, because a very heavy ulster 
 has little place in a city where 
 walking distances are short and 
 intense cold is rare. 
 
 So the long, belted-back coat of 
 moderately heavy material easily 
 took the " old man's " place with 
 the average man, and then lapped 
 over on tlie overcoats of regular 
 sliape— it's such a spruce looking, 
 comfortable cut. 
 
 Here in the proper sort of ma- 
 terials - mostly darkish materials, 
 over-plaided ; some rain-proufcd 
 too 
 
 $11 to $ii. 
 
 No. 106 
 
 Social as well as political fences 
 need looking after now. 
 
 If you've outgrown that old eve- 
 ning suit, or the moths punctured 
 it— we've another ready. 
 
 Kvening dress suits ; f 30 to $50. 
 
 Tuxedo suits ; I25 to {45. 
 
 The absolute fit of the quarter 
 size collars adds to the effect of 
 good evening clothes. 
 
 25c. or 2 for 35c. 
 
 No. 107 
 
 Too big ? 
 
 Then your collar looks badly. 
 
 Too small ? 
 
 Then your collar feels badly. 
 
 'Tis a quarter size collar you 
 need in either case- one that fits 
 snugly and smoothly by splitting 
 the difference between the regu- 
 lar half inch sizes. 
 
 .■V quarter each or two for a 
 quarter. 
 
 No. 108 
 
 The recent slush brought us 
 two or three complaints of wet feet 
 in our Dryfoot shoes. 
 
 In a sense that's not so bad, 
 when you think of the hundreds 
 of pairs we sell. 
 
 But it's just as bad for each 
 sufferer as if every pair leaked ; 
 and as the shoes are all guaran- 
 teed to us as we guarantee thtm 
 to you— absolutely waterproof, 
 we're glad to have a chance to 
 make good on any defective pair. 
 
 This applies to the boys' sizes 
 at 54 just as much as to the men 's 
 sizes at 5s- 
 
 No. 109 
 
 We close Saturdays at i o'clock 
 
 Time now to " ieg-go " those 
 old trousers. 
 
 Half the men you know (lower 
 half I need new trousers. 
 
 If it's a pair on with you, it's 
 pare off prices with us and hun- 
 dreds to choose from. 
 
 $4 JO to >.S 00. 
 
 Quite a lot of high grade trous- 
 ers from broken suits and some 
 very excellent fabrics, values $4.50 
 to fb 00. 
 
 Now J3.00. 
 
 Straw hat prires are now so low 
 a second one will not seem ex- 
 travagant. 
 
 Sailor straws $t and up. 
 
 Panamas f3 for jK; quality and 
 I; for Panamas formerly $S and 
 
 |lIO. 
 
 No. no 
 
 Thrice luckv man who can wear 
 
 three of our hats at once. 
 
 An opera hat that faces crowded 
 
 cloak rooms with unruffled com- 
 
 posure ; f8. 
 
 A silk hat in every respect 
 
 equal to any 58 silk hat we know ; 
 
 tb- 
 
 A derby that's a daisy ; |t3, $4 
 
 or J6. 
 
 No. Ill 
 
 The most illustrious of lustrous 
 silk hats. 
 
 Perhaps no better than some 
 hats of tne fS sort ; but up to as 
 high a mark in every point — ex- 
 cept price. 
 
 That's $2 less. 
 
 No. 112 
 
 To-day we keep our stores 
 closed and our mouths open. 
 
 To-morrow, you can have your 
 fill of good clothes, furnishings, 
 hats and shoes. 
 
 F°or men and boys. 
 
 No. 113 
 
 The $2.75 shoe sale holds up in 
 good shape to-day. 
 
 5,000 pairs lo start with means 
 lots of choice- choice lasts, choice 
 leathers ; calf, patent leather, vici 
 kid, box calf. 
 
 All sizes still. 
 
 U.7S. 
 
 To fit out feet completely in this 
 sale we add to-day 14,000 pairs of 
 fancy lisle and cotton haU hose at 
 25 cents a pair. 
 
 All imported and all 50c. and 
 75c. values. 
 
 The Ust time we had from our 
 importers a lot of these samples 
 to sell at 25 cents a pair, over 
 8,000 pairs were snapped up the 
 first day. 
 
 These are the same qualities, 
 every bit as good patterns, and 
 it's the height of the fancy socle 
 season , 
 
 25 cents. 
 
 No. 114 
 
 To make hay while the sun 
 shines we clean up oiir straws by 
 cutting them while the summer's 
 still young. 
 
 Every sennit and split hat in 
 our slock goes in, and we've been 
 lucky enough to be able to fill in 
 the gaps a very busy season has 
 made with about 150 dozen more 
 of the very same grades and val- 
 ues which have made the .season 
 so busy all hats from the makers 
 of our regular stock. 
 
 A majority of al I the hats are I3 , 
 >1 50 and ^4 values — we don't 
 sell any straws under a $2 quality. 
 
 ti 75 now. 
 
 Boys' sizes, $1.50. 
 
 Panamas are down too — $$ for 
 h^ts lh.it a year or so ago would 
 have been two or three times f^. 
 
 No. 115 
 
 The closer you look the more 
 you'll like our sort of clothing, 
 lumishings, hats and shoes. 
 
 We'd like to have you look. 
 
 Men and buys. 
 
 No. 116 
 
 Tlie years we devoted to de- 
 veloping a $3 Derby that should 
 wear as well as any ^5 hat sold, 
 were not wasted when we intro- 
 duced our $4 Derby. 
 
 The ^4 Derby is of finer qual- 
 ity of course, and its sales have 
 grown steadily— as the sales of all 
 fine merchandise have grown in 
 this prosperous town . 
 
 Indeed it was this growing de- 
 mand for the very finest things 
 that can be made which led us to 
 introduce our f6 Derby, though 
 we believe that our $4 hat is a 
 bit better in every way than most 
 of the $< hats sold. 
 
 But through it all the #3 Derby 
 has been kept right up to its hign 
 place as the best ^3 hat we know, 
 a Derby for the multitude of men 
 who must have a hat which looks 
 well and lasts long; but who 
 haven't any loose change to in- 
 vest in mere " quality." 
 
 The harvest of Fall blocks is 
 ready to reap. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 177 
 
 No. 117 
 
 No. 122 
 
 No. 127 
 
 No. 132 
 
 And the Weather 
 Man Says: 
 
 "Cold Doings Between Now 
 and April First." 
 
 That means weeks of discom- 
 fort without a warm house or 
 office. You can work better or 
 rest better with a Cole's Hot 
 Blast Heater in the house or busi- 
 ness, and you'd be surprised to 
 know how little one costs and how 
 much less to maintain. One mer- 
 chant heated a large ground floor, 
 25 X 120 feet, an entire winter with 
 a small Cole's Hot Blast, and we 
 can show you the man — and the 
 stove. It's been working now for 
 three years and been helping the 
 man do better work — and more. 
 
 No. 118 
 
 The Care of 
 Horses 
 
 —is a subject that has received 
 much attention at this stable. 
 Horses boarded here have every 
 comfort that a well-appointed and 
 sanitary stable of the most mod- 
 ern type can supply. Clean dry 
 beds of straw, due to the " Dow- 
 ney cesspool," and the absence 
 of the usual stable odors are 
 among the many noticeable feat- 
 ures commented upon by visitors, 
 who are always welcome. 
 
 Horses boarded reasonably. 
 
 Fine Turnouts hired at moder- 
 ate prices. 
 
 No. 119 
 
 Rice is Riz 
 
 fin France) but that doesn't af- 
 fect our market here. 
 
 Carolina Rice is noted for qual- 
 ity. A shipment from there, the 
 new 1904 crop, has just come to 
 us direct. We didn't pay the 
 usual middleman's profit — hence 
 the specially low prices. 
 
 Pound, 7 cents. lolb. lots, 6H 
 cents, solb. lots, 6 cents. 
 
 It is the exact quality ordinarily 
 retailed in the best stores at from 
 8 to 10 cents a pound. 
 
 No. 120 
 
 This is a real bargain. It is a 
 two-story house of 5 rooms and 
 good summer kitchen, artificial 
 gas and both kinds water. It has 
 a good lot with stable and rear 
 alley. The house is only 8 years 
 old and is in good repair. 
 
 It is located in the southwest 
 part of city near Yellow Springs 
 St. Neighborhood is excelienl. 
 
 The place must sell, and the 
 price has been cut to $1,600 to in- 
 sure a quick sale. 
 
 Don't miss this chance. 
 
 No. 121 
 
 First Aid to the 
 Doctor. 
 
 _ The Doctor first, of course, in 
 sickness or injury, but a drug 
 store capable of supplying him 
 with drugs, medicines and sick 
 room goods is also a prime requi- 
 site. You never need this drug 
 store more than when serious 
 sickness comes — the more critical 
 the illness the greater the need 
 The Doctor first, the prescription 
 to us, we do the rest. 
 
 Valentine 
 Stockings. 
 
 A very dainty conceit, an abso- 
 lutely new idea that you will not 
 be able to find anywhere but here. 
 The stockings are of a fine quality 
 of lisle thread, open work fronts 
 with embroidered mottoes, designs 
 of hearts and cupids. 
 
 No. 123 
 
 
 Business property 
 
 is alwavs a 
 
 desirable investment. 
 
 We have a 
 
 3-story brick building 
 
 on a Main 
 
 street comer for sale. 
 
 The lot is 
 
 56 X 112. 
 
 
 Rent |8s4 a year. 
 
 
 Price, $8,000. 
 
 
 You notice that it 
 
 pays better 
 
 than 10 per cent. 
 
 
 No. 124 
 
 The Dining 
 Room 
 
 need not be furnished expensive- 
 ly. A very small investment will 
 make it attractive enough to meet 
 all the demands of good taste, if 
 one is inclined to profit by the op- 
 portunities to be found in the 
 Badger Store. 
 
 Take this Buffet as an example. 
 It has the make up of a $40 piece 
 and could not be better finished 
 at that price. It has a graceful 
 swell front, a long, narrow bevelid 
 mirror, 10x38 inches, a wide 
 top shelf , 42 X 20 inches, two upper 
 drawers, one of which is velvet- 
 lined, two large closets below, 
 and a drawer across the bottom 
 big enough to keep the company 
 table linen in perfect condition. 
 Full quartered oak, looks espec- 
 ially rich in weathered finish, al- 
 though it can be furnished in 
 golden or Antwerp. Price is not 
 $40, but $21.50. 
 
 No. 125 
 
 We're no wizards but for all 
 that we can do stunts with hand- 
 kerchiefs. 
 
 7000 more of the sort we sold 
 one day last spring - Irish linen of 
 the same quality as our regular 25 
 cent handkerchiefs. 
 
 Only the importers bring it over 
 in the piece, and hemstitch it 
 here — that saves on the duty. 
 
 We save again by just having 
 them ironed, not fully laundered. 
 
 That explains how we do the 
 trick. 
 
 2 for 25 cents. 
 
 No. 126 
 
 It is the 
 Short 
 Havana 
 Filler. 
 
 We are often asked what it is 
 about Our Reputation five-cent 
 cigars that is so pleasing to the 
 taste and so aromatic. It :s the 
 short havana filler . Our .Sancho 
 Mundo ten-cent cigars have long 
 havana fillers, that is, the leaf 
 runs the whole length of the cigar, 
 and the pieces that are cut off are 
 used as short fillers in Our Repu- 
 tations. That's the reason they're 
 so agreeably fragrant and so much 
 more satisfying than the general 
 run of five-cent cigars. 
 
 Sancho's 
 Friend. 
 
 A five-cent cigar that is coming 
 to the front with a rush. 
 
 Sancho Mundo is rated as the 
 best ten-cent cigar on the market. 
 Sancho's Friend is easily the com- 
 ing five. It is working its way 
 ahead solely on its merits, and 
 these are many. The sales have 
 nearly doubled in the past few 
 months. 
 
 Hand-made, Havana, Long 
 filler, Connecticut binder, Suma- 
 tra WTapper, Landres style, five- 
 cent straight. 
 
 No. 118 
 
 It's Fineza The 
 Doctor Means 
 
 —when he says " A little whiskey 
 now and then will be a help to 
 you.'' Fineza is a pure, mellow 
 Rye Whiskey— 8 years old. 
 Full quart, $1. 
 
 No. 129 
 
 Avoid the Rush. 
 
 To those of our patrons who 
 dislike "Tearing thmgs up " at 
 this season of the year we would 
 s.iy that we have a " nack " of so 
 isolating rooms from living apart- 
 ments tnat there is no inconven- 
 ience whatsoever. 
 
 The advantages of having paint- 
 ing, paper-hanging and interior 
 decorating done now is that liy so 
 doing you " avoid the rush ' of 
 early spring, and then we offer 
 you your choice of the best men 
 of the best shop if you come now. 
 
 No. ISO 
 
 Barg 
 
 ^ains 
 
 — the text for two-thirds of the 
 store news we print. Yet nine- 
 tenths of this business is in regu- 
 lar lines of merchandise at full fair 
 price. 
 
 Is the store news out of joint? 
 Not a bit of it. This space must 
 be newsy- filled with the truthful 
 telling of things worth reading. 
 Now, certain things are to be 
 taken for granted — and the recital 
 of regular "doings" would kill 
 either a newspaper or a store's 
 advertising 
 
 You know we sell spool silk- it 
 would be printable news that we 
 had a new kind, or a known kind 
 at half price. And so it goes. 
 Don't mistake us for that impos- 
 sible thing, a bargain store Such 
 a thing can't exist. Bargains are 
 incidents and accidents of trade — 
 most numerous where there is 
 most regular business. 
 
 No. 131 
 
 The boys who start school to- 
 day mostly live at home, where 
 we are handy to stop any gaps 
 that gape in their wardrobe. 
 
 But the boarding school boys 
 who go soon must get together 
 everything they'll need through 
 the term. 
 
 We've done all that for them; 
 have everything ready in boys' 
 Fall and Winter wearables; and 
 if it isn't convenient to bring in 
 the boy we can outfit him by 
 mail. 
 
 Samples on request. 
 
 Very handy, isn't it ? 
 
 To find every sort of glove for 
 any sort of wear in one store. 
 
 The best of each of the two 
 most famous English makes 
 
 'I'he best of domestic makes. 
 
 That means a variety in gloves 
 for men greater we believe than 
 you'll find elsewhere in New 
 York. 
 
 Lots of the short finger sizes 
 which smaller glovers dodge. 
 
 No. 133 
 
 Bargain Shoes or 
 Shoe Bargains — 
 Which? 
 
 There's a difference. Thereare 
 shoes made to sell at bargain 
 prices— shoes that have no solid 
 foundation — that have paper in- 
 soles and counters, and paper 
 heels and soles. Such shoes were 
 made to sell at low prices, but 
 they were never made to give sat- 
 isfaction. This store has no such 
 bargain shoes in its slock — we 
 have shoe bargains, however, that 
 came to us through cash captures 
 and skillful buying— shoes that 
 we can say with no exception, 
 ' ' Satisfaction or your money 
 back." These are the kinds of 
 shoes throughout this slock, it 
 makes no difference the price they 
 are being sold at. And remem- 
 ber, it isn't always the bargain as 
 it is advertised that counts so much 
 as it is the store behind the bargain. 
 
 No. 134 
 
 75c. Jardinieres 
 Are 49 Cents 
 
 here, just for this week. Fine, 
 highly glazed, 9-inch Jardinieres, 
 in beautifully blended browns, 
 greens, or blues — Jardinieres that 
 even this store has counted good 
 values at 75 cents — for 49 cents. 
 
 And Regular 
 
 1 5c. Vases Are lo Cents 
 
 Dainty , prettily decorated \'ases 
 of colored glass, in all sorts of 
 graceful shapes— vases that are 
 regularly 15 cents everywhere else 
 —for 10 cents. 
 
 No. 13.5 
 
 Unwise Economy. 
 
 It was Emerson who said that a 
 man pays dear for a small frugal- 
 ity. 
 
 See how true thai is of men and 
 women alike. Many a wom.in 10- 
 dav tells herself that she cannot 
 afford a Toilet Table. 
 
 We have such a thing as a good, 
 inexpensive Toilet Table. In fact 
 we have such a thing as a choice 
 from over fifty different styles of 
 inexpensive patterns. This one 
 piece of furniture has Ijcen a spec- 
 ially with us for years. We know 
 how to economize on it without 
 cheapening it. 
 
 Any lady wishing to buy an in- 
 expensive Toilet Table cannot af- 
 ford lo overlook our store. 
 
 No. 136 
 
 This forenoon— clothing, fur- 
 nishing, hats and shoes fur men 
 and boys. 
 
 Then we " take Time by the 
 forelock " — close at 12 noon. 
 
178 
 
 No. 137 
 
 American Trust 
 Company 
 
 LETTER NO. 58. 
 
 The management of the Ameri- 
 can Trust Company has made 
 these New Year Resolutions. 
 
 I St. To aid and strengthen the 
 commercial interests of South 
 Bend and her people. 
 
 2nd. To make each day a little 
 more perfect in service to patrons. 
 — There is a difference in service 
 in banks just as in hotels and bar- 
 ber shops. 
 
 3rd. To keep close to the peo- 
 ple of this community — to deserve 
 and hold their confidence— to do 
 this withoDt sacrifice of dignity or 
 descending to the level of " slap 
 you on the back " familiarity. 
 
 4th. To hold strictly within the 
 confines of legitimate and conser- 
 vative banking, and yet render 
 full value in service and protection 
 to every customer. 
 
 We pay 4 per cent, compound 
 interest on non-active accounts. 
 
 We cordially invite the business 
 accounts of firms and corpora- 
 tions, and personal accounts of in- 
 dividuals. 
 
 Come In and Get Acquainted. 
 
 No. 138 
 
 The higher the thermometer 
 goes and the further back Spring 
 gets, the greater our suit values. 
 
 Lots are broken; slow selling 
 lots are spotted. 
 
 Result — special values in fancy 
 mixtures at $1$; in homespuns as 
 low as fix. 
 
 How aboot a clean straw hat? 
 
 All ours are $1.75 now, except 
 Panamas which are $i — and 
 they're real Panamas too. 
 
 With quarter size collars you 
 can have hot weather looseness 
 without the ungainly gaping of a 
 collar a half-inch larger than 
 usual. 
 
 il5 cents each or two for 25 
 cents. 
 
 \... i:S!» 
 
 Too much frost for digging, but 
 if service is already in, the Gas 
 Co. will connect up stove to-day, 
 free, and have 
 
 Bill for 
 GAS RANGE 
 
 Dated 
 
 April 1, 1905. 
 
 That gives you use this winter 
 and the $14.50 is not due until 
 spring. After meter is in, it is 
 easy and inexpensive to pipe for 
 lights. 
 
 ■So. 140 
 
 Is Your Furnace 
 Working All 
 Right? 
 
 Does it need repairing? It 
 smokes maybe ? 
 
 If it does — or whatever may be 
 the matter with it— we can fix it. 
 We make a specialty of the repair- 
 ing of furnaces and you will save 
 time, trouble and inconvenience if 
 there should be anything wrong 
 with yours by sending for us. 
 
 Call us up and we'll be at your 
 house promptly, and in a very 
 short time fix the troublesome 
 furnace. 
 
 POWELL'S PRACTICAL ADVERTISER 
 
 No. 141 
 
 $70.00 Cash 
 
 And J630 in installments of $<).so 
 per month, without interest, for a 
 
 Comfortable 
 Three-Room Home 
 
 on a lot 82^ X 120. 
 Just the thing for a man with a 
 small income and a small family. 
 See it. 
 
 No. 142 
 
 A Snug 
 
 Bank Account 
 
 To Draw On 
 
 when times are slack and wages 
 low is far more satisfactory than 
 any amount of sympathy. 
 
 Vou can open an account in this 
 big strong bank with one dollar — 
 4 i>er cent, interest. 
 
 Write or call for Booklet. 
 
 No. 143 
 
 Found 
 
 At the Woodbury County Sav- 
 ings Bank, 40J-407 Nebraska 
 Street. Sioux City, that salary you 
 spent last month . 1 1 was deposit 
 ed by a thrifty young man who is 
 f.ist becoming a man of affairs, 
 and is now earning him Four per 
 cent interest. Hadn't you better 
 do your own banking? Make a 
 start this, the last month of the 
 year. The following up habit 
 comes easy. 
 
 Open Saturday evenings. 
 
 No. 144 
 
 "Just Tired" 
 
 That's what many women say 
 when the day is done, but the doc- 
 tor knows that half of that " tired 
 feeling " is plain irritation of the 
 nerves. 
 
 Put a Blount Check on the door 
 and eliminate that slamming, 
 banging, nerve-racking sound. It 
 saves the door as wril as mother's 
 nerves and baby's fingers. 
 
 Price, $3 up. 
 
 Come in and talk it over. 
 
 No. 145 
 
 When the question of full dress 
 for summer is brought up — 
 ' ' Tuxedo " is the answer for most 
 occasions. 
 
 Only the most formal functii^ns 
 demand swallow-tails in hot 
 weather. 
 
 Our Tuxedo suits are much in 
 evidence about summer hotels 
 and clubs. 
 
 Tuxedo suits, fzS, ^34 and $43. 
 Mostly silk-lined. 
 
 Tuxedo coats alone, $it and 
 $27. 
 
 Minor dressy needfuls — e. g — 
 full drefs shirts, neckwear — and 
 men's fixings generally — of the 
 reliable kinds — here ad infin. 
 
 No. 14« 
 
 When the sun shines— it's Ute 
 Summer. 
 
 When the sun's screened — it's 
 early Fall. 
 
 Some of our finest Fall weight 
 sack suits ready for either season . 
 
 Fall neckwear, Fall underwear 
 and Fall hats. 
 
 No. 147 
 
 Vacation outfits that will pull 
 you through till fall — in good 
 style. 
 
 In your baggage should go : 
 
 A black or blue serge or cheviot 
 suit. 
 
 A fancy mixed sack suit. 
 
 A two-piece skeleton outing 
 suit. 
 
 A Tuxedo suit for the "hops." 
 
 Some dressy shirts and neck- 
 wear. 
 
 Neelige .shirts of the better sort. 
 
 Cool underwear of linen mesh, 
 etc. 
 
 Dainty hosiery to set off shoes. 
 
 Ouling belts and outing neck- 
 wear. 
 
 Straw hat — soft hat — traveling 
 cap. 
 
 Radical mark-downs in all 
 depts. make trunk filling inex- 
 pensive just now. 
 
 No. 14K 
 
 A Taste of 
 
 Spring 
 
 Vegetables 
 
 California, New Orleans and 
 the greenhouses are now contrib- 
 uting early spring vegetables in 
 abundance and variety. 
 
 We offer this week : 
 
 Rhubarb, 7c. per bunch. New 
 Beets, 7c. per bunch. Cauliflow- 
 er 20c. and 25c. per head. Spring 
 Spinach , 7c per Dunch Lettuce, 
 25c. per pound. Jumbo Celery, 
 IOC. per bunch. 
 
 No. 140 
 
 Finnan Haddie 
 
 Did vou ever think when or- 
 dering tinnan Haddie that there 
 was so much difference ? 
 
 Boston Haddie are thin and 
 dark colored and are made from 
 Haddock that are too old to sell 
 fresh, so are made into Haddie. 
 Jones' Celebrated Haddie are 
 made from Strictly Fresh Had- 
 dock that are caught off our 
 Maine coast and are in the 
 smoke house before they are 
 twenty-four hours old. 
 
 You are Not getting Jones' Cel- 
 ebrated Haddie unless you find a 
 tag attached to the nape of the 
 fish as shown in the cut. Every 
 Haddie that leaves our store is 
 tagged. 
 
 For sale at retail by all first- 
 cla.ss markets and grocers 
 throughout the Stale, at 12 cents 
 a pound. 
 
 No. 1.50 
 
 A Tattoo Alarm 
 
 Will " Wake you op " in the 
 morning at the right time every 
 day. It rings intermittently. ■; 
 seconds alarm, then 15 seconds 
 silent, for Ji of an hour. Has !iig 
 gong and keeps good time, guar- 
 anteed, I1.25. 
 
 The Auto Alarm 
 
 is another good clock, guaranteed, 
 and will keep excellent time. Ha« 
 large g< >ng and runs 30 hours with- 
 out winding, 98c. 
 
 The Mauser 
 
 a good alarm clock with smaller 
 bell, runs 30 hours, 69c. 
 
 Mission Clocks 
 
 very artistic and stylish, nearly 2 
 feet hieh,$2 c)8. 
 Smaller ones f 1.48. 
 
 No. 151 
 
 Oil Heaters 
 
 How many mornings during the 
 last cold snap have you jumped 
 out of bed into a room as cold as 
 a bam ? A great many people 
 prefer to sleep in a cold room on 
 account of the pure air, which is 
 l>erfectly proper ; but it also feels 
 fine to aress in a warm room. 
 One of our oil heaters will just 
 fill the bill. They are easily taken 
 from room to room, and they give 
 quick heat. They are absolutely 
 safe. A patent device prevents 
 smoking. $4. 
 
 No. 152 
 
 #t 85 for a headpiece. 
 
 The day we said that last year 
 over at housand men caught on, 
 and we had but 1762 Derbies. 
 
 This year we've only 1704, be- 
 cause these $1 .85 Derbies are just 
 a chance product in the making of 
 our f 3 and $4 hats — a lucky chance 
 for you. 
 
 Any little flaw or roughness 
 in the fur that an expert's eye 
 can catch, bars a Derby from our 
 #3 and $4 stock. 
 
 These hats we have had block- 
 ed into a shape that will be good 
 form this spnng and put them on 
 sale to-day for the benefit of 1 704 
 men who want a good looking 
 hat that will wear as well as any 
 Derby mafle, and who don't mind 
 an imperfection which they prob- 
 ably can't find. 
 
 »<.85. 
 
 No. 153 
 
 Birthday No. i 
 
 The sign "Lackey's Pharmacy" 
 has been up one year to-day. 
 Through the kindness of a whole 
 lot of Fort Worth people we have 
 succeeded. We thank you most 
 heartily. We are going to make 
 a try for a Birthday No. 2 and 
 some more success. We shall do 
 our part in giving you a generous- 
 ly good drug store. Won't you 
 reciprocate by giving us some of 
 your patronage r 
 
 No. 154 
 
 ^'ou can have your old Beaver, 
 Felt or Soft Hats Cleaned in a 
 way that will surprise you ; prac- 
 tically new hat at a trifling cost. 
 
 THOMAS PATTON'S ES- 
 TATE. 
 Original Sanitary Dyeing and 
 Scouring Works. 
 
 Only at 510 and 512 So. 13th St., 
 
 Offices — 1622 Pine St. 
 
 4012 Market St., 
 
 Philadelphia, Pa. 
 
 Prompt Service Anywhere. 
 
 No. 1.15 
 
 We've a good thing to put for- 
 ward to-day. 
 
 5<xx> pairs of shoes on sale, and 
 while probably not over 500 are 
 from our own shelves, there are 
 several times that number of 
 strictly #5 quality. 
 
 The rest are various qualities, 
 but every single pair an exceed- 
 inRlygood buy at to-day's price. 
 
 1700 pairs are low shoes, the 
 rest hign lace and button. 
 
 Calf, patent leather, box calf, 
 vici kid. 
 
 >2 75- 
 
 All sizes, but men with sample 
 size feet - A or B width, sizes 7 to 
 8— have a specially happy chance. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 170 
 
 No. 156 
 
 That Missing 
 Tooth 
 
 leaves a very disfiguring space in 
 the mouth. Why not have a 
 tooth inserted ? It can be done 
 without loss of time and without 
 discomfort by our system of Pain- 
 less Dentistry. 
 
 Our Artificial Teeth are perfect 
 in appearance and use. They will 
 perform all the functions of the 
 natural teeth, last longer, look 
 better and cause no pain. The 
 quality is very high and the prices 
 are moderate. Full Sets of "reeth, 
 $$; 22-K Gold Crown, >4; Bridge 
 Work, J4; Porcelain Crown, $3 ; 
 Gold Fillings, $i; Silver Fillings, 
 Soc; Cleaning, 25c. 
 
 No. 157 
 
 For $38 
 
 We sell a strictly high grade 
 Delivery Wagon, finely finished 
 in red body and yellow gear. This 
 is an attractive, serviceable wag- 
 on, suitable for light delivery 
 work. We have ten other styles. 
 
 No. 158 
 
 The blue and black serge suits 
 are the latest things to be drawn 
 into the mark-down whirlpool. 
 
 As with the fancy mixture suits, 
 there have been reductions all 
 through the stock, and a goodly 
 number have dropped to the $15 
 table. 
 
 Neglige shirts ha ven 't escaped 
 either— fifty cents or ;^i has been 
 clipped off most of them. 
 
 No. 159 
 
 We Have an 
 Emergency 
 Plumbing Repair 
 Service 
 
 Ready to respond at a minute's 
 notice to remedy defective plumb- 
 in?. You will like our work as 
 well as our low prices. 
 
 No. 160 
 
 29c. For 100 2 gr. 
 Quinine Pills 
 
 Is our price for the very best qual- 
 ity of genuine pills — these pills 
 contain only pure quinine and 
 are readily soluble. 
 
 No. 161 
 
 Are You Satisfied 
 
 with the grain and feed you buy? 
 Do you put up with the treat- 
 ment you receive without saying 
 anything though you feel like itl 
 If not, we want your business be- 
 cause we offer you hay, grain, 
 feed, etc., that are the best ob- 
 tainable anywhere. You can de- 
 pend down to a certainty on re- 
 ceiving from us precisely what 
 yon order no doctorins; of goods 
 — no substitution. These are a 
 few of the large, weighty reasons 
 why we want your business and 
 you need our service. 
 Buy oats that are clean. 
 
 No. 168 
 
 Cheap Meat is 
 High at any Price 
 
 Some meat markets may sell 
 you a good looking piece of meat 
 for a few cents chea|>er than it 
 would cost you at a reliable mar- 
 ket and you won't know until 
 after you have tried to eat it that 
 you have been deceived. 
 
 We offer you the best meats 
 that can be bought anywhere the 
 best that money can buy. We 
 guarantee it and charge a fair 
 price, which ischeaperin the end. 
 You cannot ^et something for 
 nothing, especially in meats. 
 
 Send us your order for a nice 
 Turkey, Duck, Squab, Roast of 
 Beef or a piece of Venison for 
 Sunday. We have everything in 
 the meat line that you can wish 
 for. 
 
 A full line of this year's canned 
 goods. 
 
 No. 163 
 
 When in Doubt 
 Telephone and 
 Find Out 
 
 With a telephone at your resi- 
 dence you relieve yourself and 
 family of many anxieties and 
 cares. 
 
 For information regarding rates 
 call- 
 
 No. 164 
 
 To be really "in the swim" you 
 need a variety of summer clothes, 
 viz.: 
 
 An outing suit; some special 
 values now, {10 to $2y 
 
 A business suit, of fancy mix- 
 ture—now Jio to $jo. Many 
 appetizing mark-downs amongst 
 'em. 
 
 A black or blue serge suit — 
 those fine stand-bys — here in large 
 a.ssortment— $1 5 to ^35. 
 
 Some wash vests — either plain 
 white, linen duck.or fancy figured; 
 our stock has been much compli- 
 mented this season. $3 to $6. 
 
 A Tuxedo suit is an indispen- 
 sable at club or summer hotel. 
 Ours at 528, and silk lined at ^34 
 and $43, are very superior gar- 
 ments. 
 
 A thin skeleton-coat— of alpaca 
 — nun's cloth— blue serge, etc., 
 I3 to $10. 
 
 In short, whatever you want in 
 men's summer clothes, hats and 
 fixings — of the reliable sort — here 
 are the kinds you want at prices 
 you're willing to pay. 
 
 F. M ATWOOD. 
 
 No. 165 
 
 The Teeth 
 in Front 
 
 are the most conspicuous, but 
 those further back are the most 
 useful, so you want to save thi m 
 all. 'This can generally be done 
 if the visit to this office is not lr(t 
 until the eleventh hour. On the 
 first sign of trouble, come here. 
 Our system of dentistry is modem , 
 and by our skillful treatment we 
 can save teeth that would surely 
 be lost ff ordinary methods were 
 used. Our prices are moderate. 
 
 Full Set of Teeth, J5 ; 22-k. 
 Gold Crowns, $4 ; Bridge Work, 
 $4 ; Porcelain Crowns, #4 ; Gold 
 Fillings, $1 ; Silver Fillings, 50c.; 
 Cleanmg, 25c. 
 
 No. 166 
 
 The Nurse And 
 The Doctor 
 
 will tell you that the success of a 
 prescription depends on the pur- 
 ity of its ingredients. There is 
 as much variety in medicine as in 
 other merchandise. In our pre- 
 .scription-filling "Quality" is al- 
 ways our first consideration. 
 
 You can implicitly trust your 
 prescription to us— quality, accu- 
 racy and the right price — are the 
 never-failing trio upon which we 
 think we have a right to appeal 
 for your patronage. 
 
 No. 167 
 
 Watch Given 
 Away 
 
 We will give a lady's $^$ solid 
 gold watch with a full )eweled 
 Waltham movement to one gue.ss- 
 ing nearest tlie time the watch 
 stops. At precisely noon to-day, 
 Oct. 27, igo4, the watch was 
 wound to its full tension, being 
 set at precisely noon. 
 
 In the presence of three local 
 business men, the watch, fully 
 wound and running, was placed 
 in the case. The case was wrap- 
 ped in tissue paper and placed in 
 a small box, the box was wrapped 
 up and tied, and the package care- 
 fully sealed, so that it could not 
 be disturbed without giving evi- 
 dence of the fact, and was placed 
 in the vault in the //em office. 
 
 The witnesses have volunteered 
 to be present at the opening of 
 the package containing tne watch, 
 after 4 p.m., Dec. 28, iqo4, at 
 which time the contest closes. 
 
 Conditions — Each and every 
 one will be entitled to a guess 
 with each purchase of 25 cents or 
 more. 
 
 No. 168 
 
 Laundry Called 
 For and Returned 
 in 10 Hours 
 
 We guarantee to Return Your 
 Work m 10 Hours. We can do 
 this Because we do the Work 
 Here. We Solicit a Trial. 
 
 No. 169 
 
 Trunk Containing 
 $600 Was Burned 
 in House 
 
 By Wire to the Nrttfs. 
 
 Flowery Branch, Ga., 
 Sept. 22. 
 
 The home oHR. Bennet, a far- 
 mer living about one mile from 
 here, was destroyed by fire yes- 
 terday afternoon at 3 o'clock. 
 
 The family were all in the field 
 at the time, but got there in time 
 to save a part of the furniture. 
 
 It is reported that there was 
 #600 in bills in a large black trunk, 
 which was destroyed. 
 
 There was no insurance. The 
 fire is supposed to have caught 
 from the kitchen flue, as it ongi- 
 nated in that part of the house. 
 
 Read this anc think over it. If 
 you deposit with us your money 
 IS protected against fire and 
 thieves. 
 
 We give all accounts, large or 
 small, our careful attention. We 
 pay 4 per cent, interest on saving 
 deposits. 
 
 No. 170 
 
 Will a light-weight overcoat 
 come your way this Fall ? 
 
 A short tan covert for hard 
 knockabout wear ? 
 
 A knee len|:th of dark rough 
 goods for evenings and Sundays ? 
 
 A long rain coat for fickle 
 weather ? 
 
 A skirted paddock ? 
 
 All of them here in cuts that 
 carry weight with men who know 
 what's right. 
 
 No. 171 
 
 In Carved 
 Mahogany I5.50 
 
 Go into any other store in Bos- 
 ton and the price of this Parlor 
 Table is from f 7.50 to (to. 
 
 Our price is $$ $0. 
 
 Here is what you get : A solid 
 San Domingo Mahogany Table in 
 dark, lustrous finish; 28 inches 
 high, 22-inch circular top; with 
 hand-carved claw feet. 
 
 For any room in the house ; for 
 mere ornament ; for cards or 
 games ; for a tea-table : for a 
 reading lamp ; for se«-ing mater- 
 ials ; for reference papers or 
 books ; for a smoking outfit ne.ir 
 your easy chair; in fact, for lialf 
 a hundred needs this "Table is 
 worth twice our price. 
 
 No. 172 
 
 What Do You 
 Think of That 25c. 
 a Day Plan for a 
 Piano? 
 
 We think it is a good one. It 
 is easy for you to save the money 
 As a matter of fact if you get in 
 the regular habit of putting 25c. 
 in that piano bank every day, 
 you'll never miss the money and 
 you'll have the piano to use all 
 the time you are saving the money 
 to pay for it. It's our business 
 to give inforrnation — w i t h o u t 
 charge, too. 
 
 No. 173 
 
 Records 
 Exchanged 
 
 Fifty cents and one old Colum- 
 bia black cylinder record, in a late 
 style box, buys three new Colum- 
 bia records. I exchange new 
 ones for old or broken ones on the 
 above basis. Come in and see 
 and hear the new (25 Grapha- 
 phone. It is the best cylinder 
 machine made. Ten thousand 
 Columbia cylinder records always 
 in stock. Ten thousand Victor 
 records always in stock. 
 
 Open evenings during the holi- 
 days. 
 
 No. 174 
 
 Hungry? 
 
 Get Supper at 
 MOSEBACH'S 
 18 and 20 N. Eighth. 
 Right in the heart of the shop- 
 ping district. Specialsat 2«c and 
 3ric. from 4 to 10 p. m. Curry of 
 Chicken, Rice, Potatoes. Des»ert, 
 Coffee ; or Roast Lamb, Peas, 
 Potatoes, Dessert, Coffee ; or 15 
 otlier combinatioQS. 
 
tl 
 
 180 
 
 No. 17R 
 
 A first class, finely equipped six 
 hole 
 
 Steel Range Set 
 Up Complete in 
 Your Home For 
 $24 
 
 It's the famed " Willard" make, 
 and the siie is extra larRe. 
 
 This is beyond the shadow of a 
 doubt the greatest Range offer 
 ever made in St. Joseph. 
 
 1,000 lbs. Of Coal 
 Free 
 
 Anyone purchasing; a Steel 
 Range at the Enterprise any time 
 during a week from the appear- 
 ance of this advertisement will re- 
 ceive Absolutely Free 1,000 
 pounds of soft coal. 
 
 This offer is a means of intro- 
 ducing the newly rc-stocked En- 
 terprise Range Department — the 
 largest section of its kind west of 
 Chicago. 
 
 It is in this department, and this 
 department only, vou will find the 
 complete lines of Steel Ranges 
 made by the " Bom," " Home 
 Comfort," and " Never Fail " 
 Range factories — concerns mak- 
 ing more and finer Ranges than 
 any others in the land. 
 
 No. 176 
 
 Mortuary Chapel 
 
 Messrs. LEWIS & MAY- 
 COCK announce that they have 
 added to their undertaking estab- 
 lishment a commodious mortuary 
 chapel having a seating capacity 
 of one hundred and fifty and fully 
 equipped with every convenience 
 for funeral purposes. This chap- 
 el is freely tendered to those who, 
 because of insufficient space at 
 their residences, or for other rea- 
 sons, are in need of a place where 
 funeral services may be conducted 
 in a quiet manner, and, if desired, 
 perfect seclusion. 
 
 No. 177 
 
 Three Forms of . 
 Eye Trouble 
 
 are commonly met with— any of 
 which may nave existed from 
 birth. Nature does not always 
 make perfect eyes. We have near- 
 sightedness, far-sightedness and 
 astigmatism, which is a form of 
 irregular sight. All of these de- 
 fects require attention. If a child 
 has any of these ocular defects 
 and is expected to do close work 
 of any kind he must have his eyes 
 carefully examined and wear such 
 glasses as will correct the refrac- 
 tion of his eyes. As well expect 
 a child bom with one leg shorter 
 than the other to walk without 
 limping as to ask one bom with 
 imperfect vision to do accurate 
 eye work without suffering the 
 consequences. Call any day. 
 
 No. 178 
 
 We come down with just two 
 sorts of shoes. 
 
 J^5 shoes — 1 1 04 pairs from our 
 shelves and our shoemakers' sam- 
 ples. 
 
 $3.50 shoes — 617 pairs from our 
 own stock. 
 
 All sizes and widths and over 
 half of them p.itent leathers; the 
 rest mostly black calf. 
 
 Ji.»5. 
 
 POWELLS PRACTICAL ADVERTISER. 
 
 No. 179 
 
 Royal Wilton 
 Rules the 
 Carpet Family 
 
 Royal Wilton is indeed the 
 queen of carpets and reaches the 
 extreme of beauty and service. 
 We show exquisite patterns — 
 moss green grounds covered with 
 oak le.ives ; Delft blues with 
 darker figure ; cheerful cerise de- 
 signs ; barbaric Orientals, and 
 roses, roses everywhere. The 
 coloring is superb and the thick 
 velvety pile sinks under the tread. 
 
 Happy the woman who has a 
 Royal Wilton. 
 
 Dressing tables in oak, mahog- 
 any and bird's-eye maple, Jm to 
 $;o. Beautifully gotten up — gr)od 
 ideas, good wood, good cabinet 
 making. 
 
 No. 180 
 
 No. 181 
 
 No. 188 
 
 We make our moming bow 
 with a good thing in bows. 
 
 A large neckwear maker must 
 always have left at his season's 
 end hundreds of short ends of 
 silks, sometimes enough for only 
 two or three ties, sometimes silk 
 for two or three dozen. 
 
 That's how it happens that 
 we've 7000 string ties from a well 
 known house to sell at half the 
 usual price or less. 
 
 A great variety of patterns ; all 
 50 or 75 cent values. 
 
 25 cents. 
 
 What We Are 
 Doing 
 
 We are giving more attention 
 
 to the S.iles Department of our 
 Real Estate business than ever 
 before. 
 
 We are revising our list, and we 
 want it to contain only sui h prop- 
 erties as are actually for sale, at 
 honest, legitimate prices — prices 
 as fair to the buyer as to the 
 seller. 
 
 We seek only such properties — 
 others we do not care for. 
 
 We are putting a great deal of 
 work into this very important 
 department. We know it will 
 bring results. 
 
 We are constantly thinking of 
 where we can fit a purchaser to a 
 property and a property to a pur- 
 chaser. 
 
 We have scores of buyers wait- 
 ing for the right properties. 
 
 I.ist your properties with us 
 now — houses, stores, lots, farms — 
 we will do the rest. No charge 
 until we make a sale^ and then 
 only the regular commission. 
 
 A Book 
 of Interest 
 
 (Cut of bank book.) 
 More absorbing than the most 
 thrilling work of fiction is a bank 
 book. 
 
 It's tale is never too long, nor 
 its pages too many, and the long 
 row of fipures so dry in other 
 books are intensely interesting. 
 
 But in order to enj<iy its pages 
 each man must own his own hook. 
 The way to do this is to open an 
 account with the 
 
 UNION TRUST CO., 
 which numbers among its depos- 
 itors the wealthiest men in the 
 city and State. 
 
 No. 183 
 
 The Get-Busy 
 Sale Is On 
 
 All our fabrics are headed one 
 way— toward our door. All our 
 prices lean one way -toward you. 
 
 Monday, Tuesday and Wednes- 
 day our swellest ^50 fabrics made 
 to your measure for #40. Blacks 
 excluded. All week long (if stock 
 holds outl $n trousers sell for 
 $13. With underprices on over- 
 coats from Thursday on. 
 
 We're cutting prices to keep 
 our cutters cutting merrily — to add 
 recruits to the army of MacCarthy- 
 Evans customers. 
 
 No. 184 
 
 We suspect you've ins 
 
 pected 
 
 your Fall overcoat the last day or | 
 
 so. 
 
 
 Did it stand it? 
 
 
 Fall overcoats that will 
 
 stand 
 
 the closest scrutinv; top 
 
 coats, 
 
 knee lengths, paddocks. 
 
 rain- 
 
 coats. 
 
 
 fi5 to ^42. 
 
 
 Suits of Fall weight- 
 
 full of 
 
 style. 
 
 
 #16 to >38. 
 
 
 No. 185 
 
 As An Extra 
 Special For To- 
 day Only 
 
 We will offer five hundre^ B. & 
 H. Lamps, same as cut, known 
 the world over as the best on the 
 market. These are the latest im- 
 proved patterns and retail every- 
 where for $2. In attend.ince we 
 have a man who will demonstrate 
 the advantages of this lamp and 
 cxpl.iin every detail thoroughly. 
 Come early and avoid the rush. 
 Special for to-day only, at 98c. 
 
 No. 18« 
 
 Right-Handed 
 Kitchens 
 
 There are nearly as many right- 
 handed kitchens as there are left- 
 h.inded, and y. t nearly all ranges 
 are " left-handed "—that is, they 
 are modeled so that when you 
 st.ind facing the oven the grate 
 hearth is at t!ie left 
 
 The " West-Shore " range is 
 made either right or left-handed, 
 and you can choose a " West- 
 Shore " in any of its sizes that 
 will best adapt itself to your 
 right or left-handed kitchen ar- 
 rangement. 
 
 That's a "West-Shore" ad- 
 vantage worth your consideration, 
 but there are other " West-Shore" 
 advantages. 
 
 No. 187 
 
 Watching Your 
 Watch 
 
 to see how far wrong it Is might 
 be a confidence losing sort of p.is- 
 time, but if your w.iich has ever 
 kept accurate time I am pretty 
 sure I can make it keep accurate 
 time again. 
 
 Of course the needed repairs 
 will largely dep«nd upon how 
 much you have neglected your 
 watch, but the cost stiall not be 
 too high. 
 
 No. 188 
 
 Winter Weight 
 Stockings 
 
 It depends on yourself, your 
 habits, your physical health, as to 
 whether you ought to wear cotton 
 or cashm'?re. 
 
 For rheumatic people or for 
 those with poor circulation, cash- 
 mere is undoubtedly better. 
 
 But for healthy people, who 
 don't have to use externals to 
 keep them warm enough, cotton 
 is worn all the year round. 
 
 Oishmere are 25c., soc., 75c. 
 and 1^1. 
 
 Heavy fleece lined black cotton, 
 25c.,}sc. and 50c. 
 
 Plain black cotton — without the 
 fleece lining, 2^c., 35c. and j- c. 
 
 Children's black cotton — heavy 
 weight — ribbed, and bicycle stock- 
 ings, 12HC. 
 
 No. 189 
 
 $5.00 Blankets 
 At I3.75 
 
 Not a full line of border colors; 
 otherwise decidedly the best v.il- 
 ue we he have offered this season 
 in Blankets of these particular 
 grades : 
 
 White Woolen Blankets, with 
 colored border and silk binding ; 
 All-wool Blankets, gray or scarlet, 
 h.nndsomely bordered ; all are of 
 full generous size. Values up to 
 fi — now I3.7S a pair. Could we 
 have any better news for to-mor- 
 row, Mrs. Housekeeper? 
 
 No. 190 
 
 A Man Will 
 Stand for Most 
 Anything 
 
 but a wrinkle in his fall dress 
 suit. He's afraid the other fellow 
 will think it a hired rig. The new 
 square shoulder effect in our dress 
 suits is positive assurance of per- 
 fect fit. We can fit from stock 
 most any size man. Our prices, 
 $2$, $io and #35, save him half 
 the custom tailor s charges, too. 
 
 No. 191 
 
 We fall back into our usual 
 hours now that Summer's gone. 
 
 Open until 6 o'clock to-day to 
 outfit with Fall wearables men 
 and boys whose Summer things 
 are about gone. 
 
 No. 192 
 
 A Mighty Good 
 Overcoat for $8.75 
 
 Heavy Vienna Frieze — in rich 
 dark Oxford made with warm 
 fancy wool body linings — Satin 
 yoke and Mohair sleeve linings - 
 silk velvet collar — splendidly 
 Liilored- and positively worth ^15 
 — the greatest special we have 
 ever made, $9.7$. 
 
 No. 193 
 
 We're fired with enthusiasm 
 for the clothing, furnishings, hats 
 and shoes we have this fall for 
 men and boys. 
 
 They're all warm articles. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 181 
 
 No. 194 
 
 When it's real hot we like to 
 think there 's a cold time a-coming. 
 
 Thinking of that we ran over 
 our stock of light-weight Fall 
 overcoats and found a few odd 
 lots we ought to clean up before 
 Fall business begins. 
 
 Most of them short tan coverts; 
 a few cheviots — some cravenetted. 
 
 171 were I32. 
 
 106 were J30. 
 
 234 were $26. 
 
 108 were $2$. 
 
 487 were $22. 
 8 were $i<). 
 
 All #15 to-day. 
 
 Some cravenettes in young 
 men's sizes, 32-34 chest, are also 
 reduced to ^1;, and a few Fall 
 overcoats in the same sizes are 
 $10, 
 
 Here's a cooler bargain. 
 
 icoo washable vests; all sizes, 
 with the greatest selection from 
 32 to 38 chest. 
 
 Prices were #2.50 to ^.00. 
 
 #1.50 now. 
 
 The >2.75 shoe sale tramps 
 along with good things still for 
 every size foot. 
 
 Starting yesterday with 14000 
 pairs of 50 and 73 cent fancy hose 
 there are sure to be a quantity 
 left this moming. 
 
 25 cents a pair. 
 
 No. 195 
 
 Thermometers 
 
 A safeguard towards maintain- 
 ing an equable temperature in ihe 
 house; a source of satisfaction, 
 when the frost is on the window- 
 pane, and you're curious to know 
 now cold it is outside. All sorts 
 here — on wood, 3sc. to f 2 ; fancy 
 gilt, 85c to #3.50; glass, for the 
 window, 50C. to |i 75. 
 
 No. 196 
 
 Running The 
 Gauntlet 
 
 Home-made bread may be all 
 right, but it is necessary to run the 
 gauntlet of a weary baking board 
 and a hot oven before you get it. 
 " Mother's bread is waiting for 
 you." 
 
 Lighter bread, whiter bread, 
 enough said. 
 
 No. 197 
 
 With such a mine of good shoes 
 to pick from, 2700 pairs, it's no 
 wonder that some of the best 
 nuggets in the sale were over- 
 looked yesterday. 
 
 All sizes still; black calf, patent 
 leather, vici kid. 
 
 $2.2$. 
 
 If you've a mind for collar 
 comfort — quarter size collars are 
 what you need. 
 
 You can have a fit in them. 
 
 25 cents each or two for 2j 
 cents. 
 
 No. 198 
 
 New Books 
 
 A large number of new books 
 are pubRshed to-day and are now 
 in our stock, comprising new 
 fiction, juveniles, biography, his- 
 tory, etc. 
 
 Let us show them to you. 
 
 S1.I1U0I books and school sup- 
 plies. 
 
 No. 199 
 
 Hot Water 
 Bottles That 
 
 Last 
 
 The distinctive feature about 
 our $1 hot water bottles is not tiie 
 price but the quality. Lots of hot 
 water bottles are sold at a dollar 
 and less which you would not 
 want at any price if you knew the 
 quality. Our buttles are bargains 
 at $1 because they are rightly 
 made and made of right m'tterials. 
 We guarantee them for a year not 
 because they will not last longer, 
 but because after one year's use 
 any defect of material or work- 
 manship would have become mani- 
 fest. As a matter of fact with or- 
 dinary care one of these bottles 
 will last four or five years. You 
 cannot duplicate them for #1.25 
 anywhere else. 
 
 No. 200 
 
 Coffee 
 
 and 
 
 Cakes 
 Blake's 
 
 Genuine Vermont maple syrup 
 and Dillon & Douglass Gold 
 Medal Creamery butter with the 
 cakes. 
 
 Gail Borden's Peerless Evapor- 
 ated Cream with the coffee. 
 
 Coffee, sc; Cakes, 10c.; Sau- 
 sage, loc.; Cereals, 5c. 
 
 No. 201 
 
 Why add to the danger of 
 walking city streets ? 
 
 Why risk wet feet when dry 
 feet cost no more ? 
 
 No good reason, so long as we 
 sell '^Dry Foot" Shoes and 
 guarantee them. 
 
 A stylish, waterproof walking 
 shoe. 
 
 $i 
 
 In boys' sizes, $4. 
 
 No. 202 
 
 Free Delivery of 
 Fried Oysters and 
 Clams To-Morrow 
 
 Boxed and sent warm anywhere 
 in town for 25c. a portion. Two 
 slices of toast and a relish in each 
 box. 
 
 , Get your orders in as early as 
 possible , that there may be no dis- 
 appointments, for everj'body 
 lunches at about the same hour. 
 
 No. 203 
 
 " Prescriptionist" 
 
 long word but comprehensive. A 
 "Prescriptionist" is one who 
 makes a specialty of compound- 
 ing Doctors' prescriptions. This 
 is our specialty— therefore. 
 
 No. 204 
 
 When soft snowflakes fly and 
 you want your feet dry — " Dry 
 Foot" is the shoe. 
 
 Waterproofed through and 
 through, and a good looker too; 
 it's a good thing to try. 
 
 $5. Guaranteed. 
 
 No. 20s 
 
 Bargains in 
 Enamel Ware 
 
 We have specially low prices 
 for the next few days on good 
 enamel ware. 
 
 It will pay you to call and see 
 us. 
 
 Preserving Kettles at unheard 
 of prices. 
 
 No. 206 
 
 We never understood why so 
 many merchants underestimate 
 the imporunce of their under- 
 wear department. 
 
 To us it's a matter of pride to 
 have a variety which mcludes 
 every good material in the f)est 
 fitting makes, and to make special 
 provision for stout men who need 
 stout shirts as well as drawers. 
 
 So besides all wool, all cotton, 
 and the meririos which combine 
 them, we have the best special- 
 ties like Dermophile, Deimel 
 Linen-mesh and Ramie. 
 
 There's a merino at $1 a gar- 
 ment which is a daisy. 
 
 No. 207 
 
 Maple Syrup 
 
 This IS not Brown Sugar 
 flavored with a little Maple— it is 
 pure Maple Sap boiled down to 
 clear, rich Syrup. 
 
 We have this week received 100 
 gallons right from the " Bush " in 
 Vermont. 
 
 Gallon, J'-Sp; Quart, 40c.; 
 Pint, 20C.; }4 Pint, loc. 
 
 Bring an empty jug. 
 
 No. 208 
 
 We're right in the swim with 
 bathing suits— have the new grav-s 
 in plenty, as well as the standby 
 blues, blacks and stripes. 
 
 Bathing or swimming suits — 
 the latter haven't a sign of a 
 slet-ve. 
 
 I3 'o ^• 
 
 Underwear ! 
 
 Why, you can scarcely think of 
 a good thin sort that we haven't 
 here. 
 
 Negligee shirts; $1.50 to {3. Jo. 
 
 No. 209 
 
 Wear a Smile 
 on Wash Day 
 
 Monday is wash day, but if you 
 have one of the washing machines 
 your washing will be out early, 
 your back won't ache, and you 
 can wear a smile at dinner time in 
 place of the usual " wash day 
 frown." 
 
 No. 210 
 
 Japan's Great 
 Fighting Strength 
 
 Is due in no small measure to the 
 healthy stomachs of her hardy lit- 
 tle warriors. If you would wage 
 life's battles successfully, keep 
 your stomach and health in good 
 condition by eating Prof. Hart's 
 Brown Bread, made of entire 
 wheat flour— delicious, nourish- 
 ing, easily digested. Price, 6c. 
 loaf, delivered. Write or 'phone. 
 
 No. 211 
 
 We know that a great deal is 
 expected of our boN-s' cUitliing 
 because of our reputation as mak- 
 ers of fine clothes for men. 
 
 So we set up the same high 
 standard for the boys' clothing — 
 and make no bid for the "cheap" 
 clothing business. 
 
 The result satisfies the increas- 
 ing number willing to pay a lair 
 price for fine goods, and upholds 
 our reputation as thoroughly re- 
 liable clothiers. 
 
 Fall and winter sails for boys 
 ts to #14. 
 
 Everything men and boys wear. 
 
 No. 212 
 
 Is Baby Worth 
 25 Cents? 
 
 A bottle of Dr. HUl's Cold, 
 
 Cough, and Croup Tablets costs 
 that much. They will relieve any 
 case of spasmodic croup in one 
 hour. So pleasant to take the 
 children cry for them. Do not 
 contain any coal tar product or 
 opium in any form. Break up a 
 cold in 24 hours ; cure a cough in 
 a short time. If your druggist 
 cannot supply you, send 25c. to 
 
 HUMANE REMEDY CO., 
 
 Des Moines, Iowa. 
 
 No. 213 
 
 Beer Steins 
 
 Something for " him." A Beer 
 Stein to set off his ctiamber, his 
 library, or his den. The shapes 
 will charm you ; the decorations 
 and inscriptions will please him. 
 They come from Germany, Aus- 
 tria, Bavaria, Norway, Sweden 
 and Japan, but all carry a hint of 
 King Gambrinus, fat and gay, of 
 students' songs and merry maidens 
 in quaint, old, gabled towns along 
 the Rhine. Tiniest to tankard 
 
 No. 214 
 
 Oriental Rugs 
 
 A royal gift to the friend whose 
 hospitality you have enjoyed — 
 what could be appreciated more 
 by that friend ? Pay almost any 
 price you please — f ' -So *o $10,000 
 —but of course we'll sell more 
 for gifts at between $10 and f 100 
 than at higher or lower prices. 
 
 This is by far the greatest Ori- 
 ental Rug Store in this city — con- 
 noisseurs will tell you so, though 
 anybody can see it without being 
 told. A more varied stock and 
 better values than anywhere else 
 — some at less than usual import 
 cost. 
 
 Mo. 215 
 
 We make no "cheap" clothing 
 for boys, but our prices are 
 moderate. 
 
 To point the tale — 
 
 Norfolk suits, jacket and baggy 
 knickerbockers, cheviot mixtures; 
 sizes 8 to 16, $5 to (if. 
 
 Sailor suits; cheviot mixtures 
 and serges; sizes 3 to 12, $5 to $10. 
 
 Fall overcoats; covert cloths; 
 sizes 4 to 16, $7.50 to f 14. 
 
 Single-breasted suits; coat , 
 waistcoat and knee tri users of 
 fancy cheviots and serges; sizes 10 
 to 16; {8 to f 18. 
 
 Rain coats of cravenetted 
 cloths; sizes 6 to 16, $12 to $18. 
 
182 
 
 Ho. 910 
 
 Baldwin's Just 
 Cut a Cheese 
 
 And if you are a cheese lover you 
 want to get in on a slice of it. 
 
 It'll just suit you if you like a 
 rich, creamy, mild, Vermont 
 clieese. 
 
 No. 217 
 
 No. S18 
 
 No. 219 
 
 No. 220 
 
 Cool Weather 
 Refreshments 
 
 From now on you will be able 
 to enjoy our delicious hot soda. 
 Hot Soda has higher food value 
 than cold soda. It is concentrated 
 warmth and nourishment. When 
 you are tired, thirsty or chilled, 
 this list should look good to yuu. 
 
 Hot Chocolate, Hot Lemonade, 
 Hot Ginger, Hot Malted Milk, 
 Hot Beef Tea, Clam Bouillon, 
 Tomato Bouillon. 
 
 While 5i .size collars double 
 your chances of getting your 
 proper and comfortable collar fit, 
 they also double the stock a 
 dealer must carry. 
 
 Naturally they're not popular 
 with dealers, and we believe 
 tliere's no other house in town 
 that carries anything like as full 
 lines of % sizes as you'll find in 
 our stores. 
 
 That they are popular with 
 wearers we know from our largely 
 increased collar sales since we 
 installed the % sizes. 
 
 A ^ size here is a 3^ size, 
 because every collar in our stock 
 so marked was separately meas- 
 ured after laundering. 
 
 A quarter each or two for a 
 quarter. 
 
 l{ sizes in boys' collars too. 
 
 A Holiday Hand- 
 kerchief Display 
 
 without an equal. 
 
 We began to place our orders 
 for holiday handkerchiefs as long 
 ago as last July. And we've 
 been collecting ever since. 
 Whenever the opportunity offered 
 to add something really meritori- 
 ous to the assortment we did so. 
 The result of this forethought is 
 spread before you at this time. 
 It calls forth many expressions of 
 delight, for there is nothing worth 
 havmg in handkerchiefs that we 
 cannot supply. 
 
 ( Descriptions and prices of 
 handkerchiefs under heads, '" For 
 Women," " For Men " and " For 
 Children.") 
 
 Handkerchief Boxes Free with 
 each half dozen above the 12 56c 
 grade ; five cents each when sold 
 Mngly. 
 
 Wondering what you're going 
 to wear this Fall } 
 
 Most likely a worsted or wor- 
 sted-cheviot suit — they're the 
 cloths most in favor with the 
 crack tailors. 
 
 Most lucky, too, for they'll 
 outwear all softer sorts of stuffs. 
 
 You can see how handsome 
 they are — our Fall suits are ready. 
 
 How about a Fall overcoat ? 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. S21 
 
 Christmas Furs 
 
 All this talk about " honest " 
 furs and certain knowledge some 
 people possess on the birth and 
 life of eath dear little animal is 
 getting farcical. You don't need 
 to know any such stuff when 
 you buy from a reliable house. 
 With us your child can do as 
 " smart " buying as you can do 
 yourself. We sell our furs " as 
 they are," for " what they are," 
 and as low as any honest mer- 
 chant can sell them. Buy what 
 you want here ; if it isn't what we 
 say, tell us — and your money will 
 go back to you like a shot. 
 
 No. 22'.J 
 
 When you see hats at f 3 and 
 $4 advertised by reputable mer- 
 chants as " just as good as any 1^5 
 hat" you must be puzzled, even 
 allowing for the well known fact 
 that an exclusive hatter's label 
 carries with it an extra profit. 
 
 The key to the puzzle is in the 
 word " good." 
 
 To illustrate : a f 16 frieze over- 
 coat may be as " good " as a $60 
 Montagnac because it gives all 
 the warmth and wear any over- 
 coat can; it cannot be as " good " 
 when richness of appearance is 
 the standard. 
 
 Similarly, our fj Derby gives 
 all the wear that any Derby can 
 and is richer in appearance than 
 any other $j hat we know. 
 
 But for all the richness of the 
 standard $$ hats, and more — our 
 $4 Derby is the thing. 
 
 No. 223 
 
 "Of the things that make for 
 happiness, the love of books 
 comes first." — Myrtle Reed. 
 
 A good book lasts through 
 eternity because it makes its im- 
 press on life. 
 
 The unmistakable tendency of 
 St. Nicholas and his army oi 
 happy co-workers to 
 
 Buy Books for 
 Christmas Giving 
 
 is growing in strength and popu- 
 larity, and "there's a reason "and 
 a "result," too. A good book 
 conveys —with delicacy and refine- 
 ment — the tokens of love and re- 
 membrance, and gives not only 
 immediate pleasure but it is a 
 Source of lastmg enjoVment and 
 good cheer. If you haven't been 
 giving bookstand real pleasure) 
 try it this year ; if books you have 
 always given, your friends hope 
 you will continue in that delight- 
 ful way. 
 
 (Titles and prices.) 
 
 No. 224 
 
 Hang a Piano 
 
 on your Christmas Tree. 
 
 Little eyes will brighten, sober 
 faces will smile, the whole family 
 circle will be drawn closer in the 
 bond of " Merry Christmas " un- 
 der the charm of music from your 
 own piano. 
 
 Do you know how much s-m- 
 shine a good piano will bring into 
 your home ? Try it — you will be 
 surprised at the results.' 
 
 We offer you the largest stock 
 of pianos to select from. We 
 offer you the finest makes to 
 choose from — Steinway, Knabe, 
 Ivers& Pond, Emerson, Ludwig, 
 Gabler, Smith & Barnes. We 
 offer you lowest prices and most 
 liberal terms, and have a 25-year 
 record back of us to assure you 
 that we will do as we say. 
 
 No. 225 
 
 Splendid Furs for 
 Xmas Presents 
 
 The furs are a necessity this 
 season because winter coats are 
 not designed in such manner as to 
 give proper protection to the neck. 
 
 From a collection as large, as 
 varied and as carefully chosen 
 and reasonably priced as ours 
 there will be no trouble in select- 
 ing what each woman wants. 
 
 Let us tell you something - just 
 give you a hint of prices. 
 
 If you'd see a nice black fur 
 collarette spread out in our show 
 window that was sixty-four inches 
 long and of good generous width 
 in the center, you'd never guess 
 that it would cost you only f 1.50 
 to own it, would you ? 
 
 Look at that other one. It's a 
 rich brown fur full seven feet from 
 tip to tip of the three tails. It 
 has silk cords and silk frog loops 
 and the neck at center is flat and 
 wide. You'd be proud of it if 
 you didn't know the price, so let 
 us whisper — (5j.5o.) 
 
 If these are so good what should 
 you expect to get for $10 and up- 
 w.irds ? You will not know unless 
 you come here and -see. Will you 
 do it? If you can't come your- 
 self, can't you send some one ? If 
 he buys a fur that you don't like, 
 just tell us about it. We will ex- 
 change to your satisfaction. 
 
 There's all sorts of neck furs 
 and muffs— priced up to $35 each. 
 
 No. 226 
 
 We stepped into the Derby 
 business years ago with a $3 
 Derby that wears as well as any 
 Derby made. 
 
 After our ti hat had become 
 famous we added a ^4 Derby 
 which bears the same relation to 
 our $3 hat that a luxurious $50 
 overcoat bears to a stout ^18 
 frieze coat. 
 
 This $4 hat is in every way 
 equal or better to any sold at $5, 
 while our ^3 hat rem-iins, as 
 always, th» Derby which gives 
 the most wear possible for each 
 dollar invested. 
 
 No. 227 
 
 Give Him a 
 Safety Razor for 
 Christmas 
 
 There is economy in it. Any 
 man would rather shave himself if 
 he could. Any man can give 
 himself a clean shave with one of 
 our safety razors. A very neat 
 gift ; comes in a case — outfit com- 
 plete. 
 
 Have o«e — or anything you 
 wish laid away till Christmas. 
 
 S. W. TASCH, 
 
 Jeweler and Optician, 
 
 13 White Street, 
 
 Danbury, Conn. 
 
 Peck & Snyder Skates, 500 pair. 
 Patent Buckle Straps, loc pair. 
 
 No. 228 
 
 A Good 
 Christmas Idea 
 
 You're doubtless puzzled about 
 what to give many of your friends, 
 aren 't you ? 
 
 Why not supply us with their 
 names and addresses and have us 
 send direct an exquisite box of 
 our candies, or a fancy basket of 
 fresh fruits? Lots of folks are 
 doing this. 
 
 No. 229 
 
 " Waste not, want not.' 
 
 A scarf maker of renown prac- 
 tices that good old rule — saves 
 his remnants. 
 
 We couldn't waste a chance 
 like that, so had him make up 
 the remnants into four-in-hands — 
 not many of a sort, but all good 
 sorts. 
 
 With a few hundred $1 scarfs 
 thrown in from our regular stock, 
 we have something over 8000 
 four-in-hands— not one of them 
 less than 50c. quality and the 
 vast majority quiet, rich patterns 
 which the most modest gentle- 
 man could wear. 
 
 25c. 
 
 No. 230 
 
 No. 231 
 
 No. 232 
 
 No. 233 
 
 No. 234 
 
 Clearance of Gas, 
 Electric and Com- 
 bination Fixtures 
 
 at twenty-five per cent, discount. 
 
 A good chance for property 
 o*ners who wish to replace the 
 fixtures in one or two rooms of 
 the house. 
 
 The fixtures in this clearance 
 are all samples of the best gas, 
 electric and combination fixtures 
 we've shown. Only one fixture 
 of a kind left, but every style is 
 good and every fixture is perfect. 
 
 A big variety to select from, 
 and at the clearance prices you'll 
 save one-quarter of what such 
 fixtures usually sell for. 
 
 Whether you work or play to- 
 day — we've everything you'll 
 wear. 
 
 We work — stores open. 
 
 We Want Your 
 Laundry Bundle 
 52 Weeks in the 
 Year 
 
 If you send it here once and it 
 is not satisfactory you will not 
 send it a second time, will you ? 
 
 We want your bundle and do 
 our work accordingly, making 
 your clothes pure, sweet and 
 clean. 
 
 Send your laundry work here 
 once, we'll prove our assertion. 
 
 Foot Balls and 
 Punching Bags 
 at $1.00 up 
 
 Sporting goods are the ideal 
 gifts for ^ys. A Punching Bag 
 or Foot Ball would give the most 
 pleasure to tlie youngster. 
 
 We have the ordinary fi 50 
 walking glove beaten — luinds 
 down . ' 
 
 Have a heavy tan walking glove 
 made specially for us to sell at 
 $1.50 as a specialty — a sort of 
 handy advertisement for our great 
 big glove business. 
 
 CYCLOPEDIA OF LOCAL AND RETAIL ADVERTISEMENTS 
 
 183 
 
 No. 235 
 
 The Sleighs Are 
 Ready When 
 You Are 
 
 There's going to be lots of 
 sleighing this v.inter, so the 
 weather man says, so you might 
 as well start in right. Our stock 
 is ready for your inspection and it 
 is a dandy. There's a large va- 
 riety, with style in every one and 
 the prices are right. 
 
 Our stock of blankets and robes 
 is in and it is the biggest and 
 best we ever had. 
 
 No. 236 
 
 We've been filling in. 
 
 Just when all clothiers are 
 tempted to let their overcoat 
 stocks run out, we've filled in 
 missing sizes and now have a 
 fresh and full stock at the medium 
 prices. 
 
 Higher up, at J3 2,^3 5 and $38. 
 the bald spots have been covered 
 by marking down many of our 
 finest overcoats — garments that 
 were from $5 to $ 1 7 more . 
 
 With the material reductions in 
 mixture suits, this makes a slock 
 unusually attractive. 
 
 No. 237 
 
 $5 Christmas 
 Suggestions 
 
 Many people want to spend 
 about this amount for a Christmas 
 Gift. We have selected a few 
 articles at random out of our im- 
 mense stock, and shall be pleased 
 to receive a visit of inspection on 
 your part. 
 
 Ladies. 
 
 Pearl Opera Glass, fine auality 
 lenses, $$ ; Chatelaine Watch, 
 good time-piece and fully guaran- 
 teed, $5 ; Rings set with genuine 
 pearls, $$; Silver Toilet Set, 
 brush, comb and mirror in a 
 case ; a beauty, $} ; Brooch, solid 
 gold ; large variety, ts ; Bdck 
 Combs, also Side Combs, fifty 
 patterns, $s ; Manicure Set, ster- 
 ling silver, in case, $5 ; Gold 
 mounted, pearl handled Umbrella, 
 
 Gentlemen. 
 
 Gold Fobs, large variety, $5 ; 
 Stick Pins, solid gold, set with 
 diamond; exclusive design, |s ; 
 Diamond mounted Cuff Buttons, 
 $5; Opera Glass, extra quality, $5 ; 
 Gold mounted, all-silk Umbrella, 
 $$ ; Militory Set, silver and a 
 beauty, $5; Solid Gold Rings, 
 endless variety, I5 ; Chain and 
 Charm, $5 : Shaving Set, $$ ; 
 Brush and Comb in case, $i. 
 
 Hundreds of other suitable gifts 
 to fit every taste and every purse. 
 Make your selections early — a 
 small deposit will secure the arti- 
 cle for you. 
 
 No. 238 
 
 Milady's Desk 
 
 Buy from the complete stock. 
 
 With pigeon holes and drawers 
 enough to tuck away the hundred 
 and one things a woman always 
 likes to have under lock and key. 
 
 Done in half a dozen woods to 
 match up with the suit in milady's 
 chamber. Some of the most 
 beautiful designs that have ever 
 been reproduced in mahogany — 
 old colonial styles in dull finish 
 with cut glass pulls are among the 
 rest. 
 
 No. 239 
 
 Your summer coat of tan ought 
 to be rain proof. 
 
 Tan coverts, cravenetted, are 
 here in plenty, beginning with a 
 crackerjack at ;^ that's extreme- 
 ly light weight. 
 
 Other shades of cravenetted 
 coats ready too. 
 
 No I the ^2.25 sale shoes aren't 
 all gone yet. 
 
 No. 240 
 
 A Long Run 
 
 Easter falls on April 23d this 
 year — very late. 
 
 Three solid months of " social 
 season"! It will go hard with 
 that old Dress Coat. 
 
 Full Dress Suits, silk lined, $25 
 to J50. 
 
 "Tuxedo Suits, $22 to J35. 
 
 Dress Vests, #3 50 to $10. 
 
 They're all " Yates-made." 
 
 No. 241 
 
 Throw No Shoes 
 Away 
 
 that are worn broken or run 
 down at the heels ; we repair them 
 equal to new at little cost. 
 Work Guaranteed. 
 
 No. 242 
 
 We've made a touch. 
 
 Have already given our stores 
 a touch of Fall by showing some 
 of the best coming Fall's Suits: 
 the best always come first. 
 
 Still have some of the sale soft 
 hats at #1.8$. 
 
 No. 243 
 
 Will Not Be 
 Home to Lunch 
 To-day 
 
 The holiday trade will force 
 many ladies and gentlemen to 
 lunch down town. Our "ready 
 dishes," printed on our daily 
 menus, offer a tempting variety 
 for a light lunch or a substan- 
 tial meal. Cuisine and service 
 perfect. Surroundings attractive. 
 Ladies' entrance on Church street. 
 
 L 
 
 No. 244 
 
 You have heard us say that Gas 
 is cheaper than wood or coal. 
 
 In order to do so it must be 
 used economically. 
 
 "How to 
 Economize Gas" 
 
 Have things ready to cook be- 
 fore lighting the Gas. 
 
 Don 't use a large burner when 
 a small one will do, and turn down 
 burners so as to use what Gas you 
 need and no more. 
 
 Use the Summer burner to keep 
 kettle boiling for soups, stews, 
 vegetables and to keep food hot. 
 
 Have a blue flame on your 
 range by adjusting mixers. A 
 blue flame is economical. 
 
 When you do these things you 
 will be satisfied. 
 
 Ranges — Detroit Jewels and 
 Ideals #3 down and $i per month. 
 
 No. 245 
 
 What Credit 
 Means at 
 Christmas 
 
 Have you ever thought that 
 Christmas with all of its pleasure 
 and gaiety was really " worrying 
 time?" It is "worrying time " 
 to the majority of people, and all 
 
 tion is simple ; the answer is sim- 
 pler still : •' Let Credit Stand for 
 Money." 
 
 The Credit Plan was not inau- 
 gurated without a definite object 
 in view. It is simple ; it is prac- 
 tical ; it is appealing to thousands 
 of people. Why not you ? 
 
 Let Christmas eliminate every 
 symptom of care and trouble 
 about paying. The Credit Plan 
 goes hand is hand with a Merry 
 Christmas. 
 
 There are some suggestions fol- 
 lowing that tell of practical, use- 
 ful and thoroughly good things 
 for gifts. The price range is 
 merely to give you an idea of how 
 much you need have charged. 
 
 Men's Department: Men's 
 Fancy Vests, $3 to f 5 ; Men's 
 Winter Overcoats, Jio to $2$; 
 Men's Dress Shoes, #3.50 to $5 ; 
 Men's New Hats, #1.50 to $$-, 
 Boys' Baits, $2.50 to |8; Boys* 
 Overcoats, $3 to $S. 
 
 Women's Department: Wo- 
 men's Silk Waists, $3 50 to $11 ; 
 Women's Dress Skirts, $3 to$iS ; 
 Women's Winter Furs, $2 to $25 ; 
 Women's Stylish Coats, $2.50 to 
 $25 ; Children's Coats, $$ to $15 ; 
 Misses' Suits and Coats, f 10 to 
 
 No. 246 
 
 A Good Time to 
 Buy Black Silks 
 
 Many a good mother or grand- 
 mother gets a handsome black 
 silk dress pattern from some one 
 to whom she played Santa Claus 
 in the long ago. We have al- 
 ways sold a lot of them for gifts, 
 but we have not often been able 
 to offer such an array of good 
 silks below value. 
 
 No. 247 
 
 Christmas Slippers 
 for All 
 
 Slippers will serve as appropri- 
 ate Christmas presents as long as 
 the Yuletide thought means the 
 giving of comfort and pleasure 
 to the recipient. All kinds are 
 here for every member of the fam- 
 ily — and so many styles that you 
 can differentiate to a nicety in 
 the slipper requirements of all 
 those down on your list for slipper 
 giving. 
 
 No. 248 
 
 "Off Duty" 
 
 In the attic you doubtlessly 
 have stored old furniture, out of 
 service simply because it's scarred 
 and nicked. Did you know the 
 value of " Lacqueret "—the great 
 wood restorer, things would soon 
 be different. It conceals all 
 scratches and nicks, makes all 
 old wood-work as beautiful as 
 new. Can be used in a hundred 
 ways about the house. 
 Qt. Cans, 75c. 
 
 No. 249 
 
 Nobody can safely say just what 
 kind of weather— and walking— 
 we're going to have during the 
 next couple of weeks. 
 
 Safe guess it won't be of the 
 summery kind— This is New Eng- 
 gland, you know. 
 
 So long as you keep your feet 
 dry and warm, it won't matter 
 much. 
 
 Have you seen the new Fall 
 and Winter weights in Milfurd 
 Shoes ? 
 
 Same as summer price — $3. 
 
 No. 250 
 
 Young Man 
 
 Two cigars a day would bay yon 
 a nice home in twenty-five years, 
 and your wife would have a hus- 
 band she could be much prouder 
 of. 
 
 Get a pass book, save your 
 money and see your monthly pay- 
 ments grow. We have been in 
 business 22 years and have handled 
 two millions of Blooraington peo- 
 ple's money. 
 
 No. 261 
 
 Holly Ribbon 
 Another Bright 
 Thought for 
 Christmas 
 
 Most everyone will be using 
 this pretty Ribbon to give an 
 extra touch to their Christmas 
 gifts. It comes in a soft white 
 Duchess ground, with festoons of 
 rich holly berries and leaves; and 
 here's another suggestion— why 
 not use it for making bookmarks ? 
 Widths are K. i, iH a"d 2 inches, 
 and prices are accordingly, 8c., 
 izJiC 17c. and 25c. a yard. 
 
 No. 252 
 
 All Languages 
 Spoken 
 
 in the Foreign Department of this 
 bank. 
 
 Money sent anywhere in the 
 world at moderate rates. 
 
 Steamship tickets for sale — 
 direct agent for leading lines and 
 Bartlett's Foriegn Tours. 
 
 Letters of Credit and Travelers' 
 Checks issued. 
 
 No. 253 
 
 Lamps 
 
 l.amp-light is best for win- 
 ter evenings. It illuminates soft- 
 ly, strongly, diffusively, and is 
 surer and steadier than any other. 
 Our Lamp stock is an art collec- 
 tion. Metal was never before 
 wrought into such unique forms — 
 bowls and globes and shades were 
 never before enriched with such 
 exquisite decorations. The groups 
 of Candelabra and Electroliers 
 will plcise and interest you. 
 
 Mo. 254 
 
 Whoop it up ! 
 
 Get as enthusiastic as you please 
 over selecting a Fall suit. 
 
 Our candidates for the honor 
 will back up all the good things 
 that are said about them. 
 
 $■6 to $38. 
 
184 
 
 No. 9M 
 
 A Bad Neighbor 
 
 One tad neighbor often creates 
 a whole lot of trouble— one bad 
 tooth will soon maks a mouthful. 
 A gold crown will permanently 
 restore that one— even if quite 
 bad. We guarantee every opera- 
 tion to be painless. Gold Crowns 
 I5.00. 
 
 No. 256 
 
 A Gift is None the 
 Less Welcome 
 
 because it is practical and will do 
 somebody some real good. 
 
 We pack and send away for 
 Christmas, assorted boxes of the 
 very nicest, newest and daintiest 
 things to eat and drink imagin- 
 able. Tlieir cost runs from $1 up 
 to ilio each (the >? and fc boxes 
 are the most popular I . You can 
 tell from the Printed List exactly 
 what each box contains and a 
 Postal, a Telephone or a call will 
 fetch the list. 
 
 Think it over. 
 
 No. 257 
 
 Four Chairs 
 
 at our handsomely renovated bar- 
 ber shop I That means quick 
 service and no long waits. 
 
 .■\iid we promise you'll find a 
 go<jd barber at every chair I 
 
 " You're next ! " 
 
 No. 258 
 
 If It Isn't Right. 
 We'll Gladly . 
 Make It So 
 
 That is our standing offer on 
 whatever you buy of us. We 
 wan ant every article to be exact- 
 ly as represented, if it proves 
 otherwise, we'll {;ladly " make it 
 good," either m exchange of 
 goods or the cash. Can you 
 think of a safer basis on which 
 you can make your holiday pur- 
 chases in Diamonds, Jewelry, 
 Watches, Clocks, Cut Glass, 
 Silver, etc. 
 
 We do a lot of Watch Repair- 
 ing just because we do it well. 
 
 No. 2S9 
 
 Why Do Ladies 
 Bowl? 
 
 Because : 1 1 is heal thf ul exercise . 
 It saves them doctor's bills. It 
 improves tlieir complexions and 
 makes them more graceful. 
 
 No. 260 
 
 Boys' Books 
 
 " Joe's Signal Code," by Hes- 
 ser ; '• In the War With Mexico," 
 Dy Brady;" With Ethan Allen of 
 Ticonderoga," by Foster; " The 
 Pathfinders of the Revolution," 
 by (Iriffis; " With Rodgerson the 
 President." by Otis. 
 
 These books — for boys from 1 2 
 to 15 years of age sell usually 
 for $t 25 and ^$1.50. Our price, 
 95c each. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 261 
 
 "Cinderella" 
 
 Revised 
 
 An opportunity for the Mil- 
 waukee woman with the smallest 
 foot. 
 
 We are displaying in our show 
 window to-day a pair of Pingree- 
 Made $7 Ladies' Shoes, as pretty 
 a pair of footgear as was ever 
 turned out. This pair is in a very 
 low number, not too small, how- 
 ever, to fit some Milwaukee 
 women. We will present this 
 pair of shoes 10 the lady who can 
 wear them, the only condition im- 
 posed being that the claimant 
 must be a resident of Milwaukee 
 and must call in person at our 
 store to have the shoes fitted. 
 
 No. 262 
 
 Eat Them Dry 
 
 or toast them on the gridiron or 
 in the oven and serve them warm. 
 
 They make a delicious relish 
 for the failing appetite. 
 
 Some call them Digby chickens. 
 We call them 
 
 Smoked Herring 
 
 and they are selling to-day 
 at 15c. a box. 
 
 Try a box to-day. They will 
 keep a long time. 
 
 No. 263 
 
 That Xmas Piano 
 
 Should be purchased or reserved 
 now. It's not a bit too early. 
 Then you don't have to go all 
 over town to look at the different 
 makes before buying — 
 
 We've Got It Here 
 
 We keep more different high- 
 grade pianos than any other two 
 nouses here. (>lance over this 
 partial list— you'll find nothing 
 common among them. 
 
 ChickerinC Oabler 
 
 Behr Bros. Smith 4 Barnes 
 
 Haines Bros. Krell 
 
 And others of standard reputation 
 that you can buy on the Easy 
 Payment System. 
 
 No. 264 
 
 We hope you're not above wet 
 feet. 
 
 We've been above having them, 
 since we waterproofed our " Pe- 
 destrian " walking shoe so well 
 that we can guarantee it water- 
 tight. 
 
 Is- 
 
 No. 265 
 
 Don't Bake 
 To-Morrow 
 
 — have us do that for you. 
 
 If our Pies and Cakes and 
 Pastries were only just as good as 
 you can make in your own home 
 kitchen, our only argument for 
 your patronage would b^ through 
 saving you trouble. As it is 
 they're better than you can make. 
 We use the same high-class ma- 
 terials you use at home — the 
 finest creamery butter, etc.- but 
 we have facilities and experience 
 that must naturally be lacking 
 outside such a bakery as this. 
 Have us bake a Pie or a Cake for 
 you on a trial order. 
 
 No. 266 
 
 Boys* Shoes 
 
 What better Christmas present 
 can you give your boy than a pair 
 of shoes- or what will tickle him 
 more than a pair of gum boots ? 
 
 Both are here in a large variety 
 of styles and siies at small prices, 
 
 (Items and prices followed 
 here.) 
 
 No. 267 
 
 His Present 
 
 Hoskins Chair No. 677VJ. 
 
 Upholstered in real leather; 
 framed in quartered oak. An ex- 
 clusive value, at $17. 
 
 A revolving desk-chair is one 
 of the happiest solutions of the 
 frequently puzzling question of 
 what to give paterfamilias; 
 
 Our stock of revolving desk- 
 chairs embraces the widest pos- 
 sible variety of patterns, and our 
 prices range from ^5 to $50. 
 EUstic Bookcases. 
 
 Every wood, in all the different 
 finishes, to harmonize with any 
 scheme of furnishing. 
 
 No. 268 
 
 That Boy 
 
 will want something for Christmas 
 that comes from our store. 
 
 Skates - the best makes in all 
 kinds and sizes— all clamp, or key 
 clamp or to screw on. 50 cts. up. 
 
 Sleds— A large assortment of 
 good sleds including Flexible 
 Flyers. 7S cts. up. 
 
 Pocket Knives— Every kind a 
 boy could ask for and the best 
 every time for the price. 25 cts. 
 up. 
 
 Express Wagons— Some good 
 ones that won't go all to pieces, 
 go cts. up. 
 
 Buckboards — Three kinds of 
 buckboards and several farm and 
 patrol wagons. $3.2; up. 
 
 Tool Chests -Some are only 
 toys, but most have good tools 
 from our stock. $1 .00 up. 
 
 No. 269 
 
 Visit New 
 Haven's Largest, 
 Lightest and 
 Handsomest 
 Store 
 
 Doesn't seem possible, does it ? 
 Thanksgiving past and Christmas 
 just ahead I Got to think serious- 
 ly of Winter clothes now — and 
 gifts as well. You'll find us pre- 
 pared for you— the best overcoats 
 m all the new styles — Jio to Jko; 
 the smartest suits, $15 to #28; fix- 
 ings for day, evening or night 
 wear, proper hats and shoes and 
 warm wear generally for man and 
 boy. 
 
 We're showing the largest and 
 most varied stock ot holiday wear. 
 Ready when you are, at the Big 
 Store. 
 
 No. 270 
 
 Very Best Holly 
 
 — fine big branches, fresh from 
 the woods of Virginia and just 
 what Bangor storekeepers and 
 housekeepers want for their holi- 
 day decorating. 
 
 What's your order? 
 
 No. 271 
 
 Why Not a Clock? 
 
 The bright face of a good clock 
 and its ceaseless tick-lock would 
 call to mind the giver every hour 
 in the day. 
 
 Gilt Novelty Clocks— > 1.25 to 
 ^10.00. 
 
 Gilt Mantel Clocks — hour and 
 half-hour strike— >2o.oo tofrs.oo. 
 
 French Traveling Clocks, in 
 leather cases- 15. 00 to ^40.00. 
 
 Gilt Sets — f 10.00 to >j<.oo. 
 
 Bracket Clocks, in oak or ma- 
 hogany cases — 1 11.25 •" Igo.oo. 
 
 Enameled Iron Clocks— $4.00 
 to III 00. 
 
 Alarm Clocks— 8|c. to ^3.50. 
 
 Cuckoo Clocks- Jl5.sotol25.oo. 
 
 Hall Clocks — I3Z.50 to (400.00. 
 
 No. 272 
 
 Drop in and 
 Have a Bite 
 
 the first time you come to Dan- 
 bury. You'll find my Quick 
 Lunch Bar a good place to re- 
 cuperate. I keep open house 
 from 5 a. m. till after midnight, 
 catering to hundreds daily. 
 
 More towners and out-of-town- 
 ers coming e>rery week to like the 
 wliolesomeness of the fare and the 
 cleanliness and order of the new 
 place. 
 
 I am having a big run on shell 
 foods at present. Oysters on the 
 half, stewed or fried. Clams in 
 chowder, or any way you prefer to 
 have them served. Coffee and 
 rolls, IOC. My bill of fare em- 
 braces a hundred appetizing 
 items. 
 
 Regular dinner daily, 4 to 8 p. 
 m.— 30C. 
 
 No. 273 
 
 May We Suggest 
 
 AS A 
 
 Suitable Gift 
 
 ONE OF THOSE 
 
 New Carriages 
 
 SHE ADMIRED THIS FALL 
 
 Your wife may have admired 
 one of those swell closed carriages 
 we are offering, a station wagon, 
 a bioguham, or a coupe rockaway. 
 They are the acme of style in 
 vehicles, and the superb excel- 
 lence of the malerial and work- 
 manship is in keeping with the 
 elegance of the style. The great 
 present and the still ^n^eater pros- 
 pective improvement in the streets 
 makes a fine carriage a source of 
 pleasure. Never have we had 
 such a fine assortment, and never 
 have fine vehicles sold so rapidly 
 as this season. No trouble to 
 show them to you. 
 
 No. 274 
 
 Santa Clans Has 
 Taken Possession 
 
 of this 
 Great Toy Store 
 
 Old Santa C!aus, with ne'er a 
 pause, has worked both day and 
 night, to make these toys for hoys 
 and girls who try to do what's 
 right. The jolly elf is here himself, 
 'midst all his queer creations, and 
 his quick ear is sure to hear your 
 whispered expectations. 
 
 CYCLOPEDIA OF LOCAL AND RETAIL ADVERTISEMENTS 
 
 185 
 
 No. 275 
 
 loopiece Dinner 
 Sets, $12 ; 
 regularly $i8 
 
 The same quality, decorations 
 and shapes that we keep in two 
 open-stock patterns all the year 
 at 5 18 — so you can replenish 
 whenever necessary. 
 
 This special lot goes in sets at 
 fii2, because the factory made a 
 concession in price. 
 
 The accompanying ticket shows 
 exactly what the set contains. 
 
 11 Dinner Plates, 12 Tea Plates, 
 la Soup Plates, 12 Preserve 
 Plates, 12 Butler Plates, i Meat 
 Dish, ist size; i Meat Dish, 2d 
 size; i Meat Dish, 3d size; 2 Cov- 
 ered Vegetable Dishes, 2 Un- 
 covered Vegetable Dishes, i Soup 
 Tureen, i Sauce Boat, i Covered 
 Butter and Drainer, i Pickle 
 Dish, 12 Cups and Saucers, 100 
 Pieces, Price $12. 
 
 Note — In china it is customary 
 to count covers of dishes and 
 saucers as separate pieces. 
 
 No. 276 
 
 Don't Spend All of 
 Your Xmas Money 
 
 for toys and knick-knacks, but 
 open a savings account for your 
 child as the best Christmas gift. 
 We pay interest. 
 
 No. 277 
 
 Apples 
 
 Picked off the trees and not off 
 the ground. Sorted by hand and 
 not with a shovel. Packed in 
 barrels and not in box cars. 
 
 And now is the time to lay in 
 your winter supply. We will 
 soon receive a car-load of Michi- 
 gan and New York choicest barrel 
 apples and will retail them at a 
 remarkable low figure. 
 
 Fancy Kings ; No. i Spies ; 
 Baldwins; Greenings and Rock 
 Russetts. 
 
 Ranging in price from I3 to 
 $3.25 if taken before they are put 
 in the cellar. 
 
 No. 278 
 
 An Iron Man 
 Climbs a Ladder! 
 
 Have you heard about him ? If 
 not come to our store to-day. We 
 want all the boys and girle to see 
 this interesting new toy— an Iron 
 Man Climbine a High Ladder 
 just as quickly as a real man 
 could do it. Our large and ex- 
 clusive Toy Display continues to 
 be the center of interest. 
 
 There are hundreds of new 
 mechanical toys here that you 
 ought to see. It will make you 
 laugh to see those Dancing Black 
 Dogs, Kicking Mules, the Mule 
 Playing a Drum, the Boy Riding 
 a Runaway Pig, Quacking Ducks, 
 Lowing Cows, Bleating Sheep, 
 etc. 
 
 The Greatest Doll Show ever 
 held under roof in Leavenworth. 
 They are here in all styles, sizes 
 and prices. Some are dressed in 
 silk, some in cotton, while many 
 have no dress at all. Standing 
 dolls, sitting dolls, sleeping dolls 
 and wide-awake dolls. Come in 
 and make your holiday selections 
 at once. 
 
 No. 279 
 
 We Will Beat or 
 Meet 
 
 Any price offered by any repu- 
 table coal dealer in Brockton for 
 full weight, good quality coal. 
 Our #7.75 Peerless Stoi'e Coal in 
 tons or Baby Bags is suiting hun- 
 dreds of cooks. 
 
 No. 280 
 
 Beautiful Gift 
 Furniture 
 
 There can be no more service- 
 able Gift, nor one that will prove 
 a more constant reminder of the 
 giver, than a pretty and useful 
 piece of furniture. 
 
 There's always room for another 
 rocker, or a couch. Some nooks 
 seem made for a little parlor table; 
 and the hall without a hat rack 
 looks bare. And as for those big, 
 easy Turkish chairs and rockers, 
 wouldn't anybody welcome such 
 a gift ? Or a Morris chair. 
 
 "Then a curio cabinet or china 
 closet. How much more at ease 
 one feels to know that her treas- 
 ured bits of china and bric-a-brac 
 are safely and appropriately 
 housed in a handsome cabinet. 
 And as for sideboards and 
 women's desks — but why enume- 
 rate? Our Furniture Depart- 
 ment does not contain a thing 
 that wouldn't please and satisfy 
 as a gift, whether for one's own 
 home or a friend's. 
 
 The following items have been 
 selected for tneir extreme ap- 
 propriateness, and are reasonably 
 priced. There are few homes in 
 which one of them would not be a 
 highly treasured acquisition— the 
 styles, construction and finish are 
 of tlie highest character: 
 
 No. 281 
 
 More of These 
 Coats at $22.50 
 
 We announced Silk Coats like 
 these, a few weeks ago — the Most 
 Remarkable Coats for $22.50, the 
 finest garments possible at the 
 price. 
 
 Women came— saw — and eager- 
 ly took them all. 
 
 Here's the happy opportunity 
 once more : 
 
 Coats of fine black taffeta, 36 
 inches long ; sunburst accordion 
 plaits falling from a yoke ; fancy 
 sleeves, taffeta stole. 
 
 The block silk-and-lace collar 
 is hand-made. $22.50. 
 
 No. 282 
 
 Blankets Cleaned 
 
 in a sanitary way that restores 
 freshness and beauty. Allow us 
 a trial blanket -we're sure then 
 of the rest, for our perfect process 
 is the result of 45 years' experi- 
 ence. Prices are very low, too. 
 
 No. 283 
 
 'Phone Books 
 Bound, 25c. 
 
 It's handy to have the Wash- 
 ington section of your telephone 
 book bound separately. We'll 
 do it for 25c. 
 
 No. 284 
 
 Wrappers and 
 Matinee Suits 
 at 88c 
 
 A yearly carnival of house gar- 
 ments that almost countless wo- 
 men look forward to with impa- 
 tience. 
 
 The event which will have its 
 inception to-morrow will be the 
 greatest of all. 
 
 There will be an innovation — 
 besides the dainty, comfortible 
 Wrappers there will be intnxluced 
 a chic little " Matinee " suit. All 
 actual (1.50 Garments at 88c. 
 
 No. 285 
 
 Tuxedo Coats 
 
 Every society man ought to 
 have a "dinner" coat. It's a 
 more convenient, smarter gannent 
 than the "swallow-tail" for stag 
 affairs. 
 
 We have some of these coats 
 beautifully tailored, 90 per cent, 
 finished, and can be finished to 
 fit you in two hours or less. Price 
 
 $^^S?. 
 
 uU dress suits, I25.00. 
 
 No. 286 
 
 Gift Furs 
 
 The elegant and the inexpen- 
 sive. 
 
 Those who contemplate giving 
 Furs for Christmas will find our 
 immense stock and Low Prices 
 great aids tc satisfactory selection. 
 
 Our reputation guarantees re- 
 liability, no matter how little 
 prices may be. 
 
 Goods held for delivery at any 
 desired time. 
 
 No. 287 
 
 Christmas 
 Suggestions 
 
 Tlie Reliable's plan for the 
 Holidays has so pleased the 
 people that they have responded, 
 not by scores, but by hundreds, 
 and our books are filling with 
 new accounts. No such plan has 
 ever before been proposed by a 
 furniture house. It allows a lull 
 expression of holiday sentiment 
 without having any effect on your 
 cash resources. Heretofore it has 
 been impossible to secure easy 
 terms of accommodation on any- 
 thing, save that intended for your 
 own use. Now, according to our 
 new plan , you can give away any- 
 thing we have in stock and take 
 the same time and way to pay for 
 it. We will make the deliveries 
 at or close to Christmas time, as 
 you desire, and you may even 
 come now, make your selections 
 and have them laid aside until you 
 want them delivered. We are 
 sincere in every word uttered in 
 this advertisement, and the plan 
 15 at your disposal precisely as 
 stated. Nearer and nearer we 
 are approaching that ideal method 
 of merchandising which is des- 
 tined to throw aside all ancient 
 plans and make buying a real 
 pleasure instead of a burden, as 
 It is in many cases. We are ele- 
 vating and dignifying credit pur- 
 chases, and eventually you will 
 think of the Reliable Furniture 
 and Carpet Co., alone, when you 
 think of furniture and household 
 necessities. Our Store is open 
 evenings for the benefit of those 
 who cannot conveniently shop 
 during the day. 
 
 No. 288 
 
 To-Morrow Is 
 Wash Day 
 
 again at the Conser Laundry. 
 
 While busy with your Christ- 
 mas shopping send tlie family 
 washing to the Conser I.aundry. 
 Rough Dry 5c. the pound. 
 
 No. 289 
 
 Wholesome 
 Sweets 
 
 Whipped Cream Chocolates. 
 Described. Chocolate creams, 
 with a soft, frothy center, unus- 
 ually delicate and light, in vanilla 
 or chocolate flavor. 20c a pound, 
 regularly 30c. 
 
 Fresh and pure. 
 
 No. 290 
 
 How Would a 
 Dress Pattern Do? 
 
 Lots and lots of mothers and 
 daughters, and sisters, too, would 
 much prefer a practical gift — 
 material for a dainty house or 
 evening dress, a street dress— to 
 some trinket or ornament they 
 have no special use for. Here 
 are three specials for to-morrow 
 that may help you out ■ 
 
 ( Descriptions and prices.) 
 
 No. 291 
 
 Babies' $5.00 
 Corduroy Coats 
 
 ^3-49 
 
 Any little one— i to 4 years old 
 — on your Christmas list? If 
 there is, here is the swellest little 
 Corduroy Coat, full box effect, 
 with double row of pearl buttons 
 in front and patent leather belt. 
 But that's not all of it— there is a 
 large pointed collar, trimmed with 
 lace medallions and edged with 
 cord. A $$ coat inside and out 
 — for to-morrow it is specially 
 marked f j.49. Every coal warm- 
 ly interlined. Brown, blue, tan 
 and garnet. 
 
 More gifts for tiny toddlers. 
 ( List and prices. ) 
 
 No. 292 
 
 Women's Correct 
 Hosiery 
 
 The novelties in stockings will 
 receive the first showing here 
 from now on. New iinixirtations 
 of the very latest effects will arrive 
 every week or ten days. 
 
 This will be a new way of doing 
 things compared with the old way 
 of having them come in great lots 
 — means getting a greater variety 
 of the exclusive things. 
 
 The latest dictates of fashion 
 demand a color scheme from bon- 
 net to foot-gear. Among the 
 leading and most exclusive shades 
 in hosiery are violet, geranium, 
 emerald, morocco, French blue, 
 aqua marine blue, livree shades, 
 biscuit, tan and onion. While 
 will also be notably popular. 
 Daintily embroidered in self or 
 contrasting colors, in plain lisle of 
 sheerest (rfissamer fabrics, lace 
 ankle and lace allover. 
 
186 
 
 No. 993 
 
 Suits for 
 Stout Boys 
 
 Our Boys' Clothing Store is 
 prepared to serve the stout boy 
 unusually well. Today we show 
 an excellent group of new Double- 
 breasted Jacket Suits, with knee 
 trousers, especially adapted to his 
 needs. 
 
 We should very much like to 
 have parents come in and see 
 these handsome suits — parents 
 who want to clothe their young 
 sons with tasteful and serviceable 
 suits and at the same time exercise 
 their thrift. 
 
 All-wool — every thread. 
 
 And besides their stylish, good 
 looks, there are many points of 
 (;oodness in these suits that are 
 invisible— but they tell in the 
 wear. 
 
 ^ Double-hreasted Jacket and 
 Knee Trousers ; sizes for 12 to 16 
 years. In mixed cheviot, at 
 tb.io, $7 50 and >8.7J. In blue 
 serge, at ^.50 to jio. 
 
 No. 894 
 
 Win Her With a 
 Diamond 
 
 Buy your loved one a diamond 
 for Christmas— the rest will be 
 easy. 
 ^ Diamonds $7.50 up. 
 
 Our part payment system makes 
 a diamond easy to buy and ea.iy 
 to pay for. Drop in, we will be 
 pleased to show you goods and 
 give you full particulars. We re- 
 quire no money down at the time 
 you buy, and make terms to suit 
 you. 
 
 No. 295 
 
 Xmas is Coming 
 
 Celebrate the New Year by 
 opening an interest-bearing sav- 
 ings account with the National 
 Safe Deposit, Savings and Trust 
 Company. This company has 
 23,000 such accounts, and has im- 
 proved facilities for the accommo- 
 dation of as many more. 
 
 Executor of Wills. Adminis- 
 trator of Estates, Guardian of 
 Minors, 
 
 'Iliomas E. Jones, President ; 
 E Francis Riggs, Vice-President; 
 Wm. D. Hoover, Vice-President 
 and Trust Officer. 
 
 No. 296 
 
 Exquisite Creations in 
 Easter Millinery 
 
 AU honor to the stunning crea- 
 tions which brought thousands 
 of women to our opening the past 
 week. 
 
 We were never quite so satisfied 
 with our display of hats, and ihe 
 enthusiasm of the throngs of styl- 
 ishly dressed women who visited 
 the department during the open- 
 ing days is evidence that the ele- 
 gance of the Millinery is appreci- 
 ated. 
 
 But there is something more 
 than elegance to all this finery, 
 they are practical and servicealile 
 Hats. And we might also add 
 that they are very reasonable con- 
 sidering the material used. 
 
 We have made up a collection 
 of beautiful Hats from the open- 
 ing display and marked them 
 specially as an interesting feature 
 for Monday. They are very ele- 
 gant French Hats. The special 
 price will be $25 00. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 397 
 
 A Waist for a Girl 
 
 A Christmas suggestion — Silk 
 Waist in a dainty gift box. Think 
 it over I No I better come and 
 see the waists — they'll prrsuade 
 you. These are merely a handful 
 of the many lovely ones : 
 
 (Descriptions and prices.) 
 
 No. 298 
 
 Frames for all pictures — Pictures 
 for all frames. 
 
 New Middletown post cards. 
 
 The first two of our new series 
 of local souvenir cards are just in 
 — more to follow. 
 
 These are views of the State 
 Hospital and Thrall Park, which 
 are gems of color work. 
 
 " Pretty enough to frame," is 
 what our customers say — but the 
 cards are " two for sc," just the 
 same. 
 
 Plenty of new comic and other 
 local post cards. 
 
 Some made of burnt leather and 
 some of aluminum. 
 
 Post Card Albums in many 
 siies to suit any size collection, 
 2JC. up. Some m padded leather 
 covers. 
 
 HAN FORD & HORTON, 
 
 6 North Street. 
 
 New York daily pafiers delivered 
 — Office supplies of all kinds. 
 
 No. 899 
 
 Bargains in Belts 
 
 Immense lot of odds and ends 
 and samples of an Eastern make ; 
 many very beautiful designs, belts 
 that have sold up to %\ .00, all go 
 at the uniform price of 39c. 
 
 No. SOU 
 
 Tudor Ties 
 for Women 
 
 The Ties that are to be, this 
 season. 
 
 The Tudor Tie is a slipper-like 
 shoe with wide ribbon bow. It 
 has smartness to a high degree — 
 and, in addition, is very comfort- 
 able. It is adaptable to any 
 shape of foot. 
 
 Taker all in all, it is not the 
 least bit surprising that it is the 
 premier shoe for women this sea- 
 son. 
 
 At three prices : 
 
 Women's Tan Kid Tudor Ties ; 
 turned soles, plain toes, high 
 English heels. At ^ a pair. 
 
 Women's White Linen Tudor 
 Ties, with turned soles, high, 
 straight white heels; smart last. 
 At $4 a pair. 
 
 \V omen's Patent Leather Tudor 
 Ties, with light welted soles and 
 high Cuban heels. At $5 a pair. 
 Same style made in dull-finished 
 and tan-color calfskin. 
 
 No. SOI 
 
 Jeweled 
 Back Combs 
 
 Among the new Comb ideas 
 we have placed on sale an assort- 
 ment of ten beautiful and exclu- 
 sive styles in rich shell, amber 
 and clear colors, mounted with 
 effective Japanese de.signs, and 
 set with brilliant inlaid gr-ld, 
 olivine, turquoise, rose , amethyst , 
 topaz and French crystal settings, 
 for J3.50. 
 
 No. 302 
 
 Frames for all pictures — Pictures 
 for all frames. 
 
 Why not some new pictures ? 
 
 House cleaning and moving 
 time always reveals places where 
 new pictures will add to the ap- 
 pearance of your rooms. Yciu 
 can find here the right picture for 
 any room in your house, or your 
 friend's, if you wish to make a 
 gift. 
 
 Water colors, carbons and 
 others for your best rooms. Suit- 
 able pictures for your library. 
 Odd pictures for your den. Fit- 
 ting pictures for your dining- 
 room. Pretty but inexpensive 
 pictures for bed-rooms. Prices 
 from 5' 5 to 15c. Come and enjoy 
 our picture display, 
 
 HANFORD & HORTON, 
 
 Rubber stamps made to order. 
 New York daily papers delivered. 
 
 No. 303 
 
 Black 
 
 Silk Grenadines 
 
 Again 
 
 at Half Price 
 
 The second telling of a very 
 good tale. 
 
 Some weeks ago the first lot 
 came —splendid all-silk Grena- 
 dines, from the manufacturer who 
 makes them best. We said 
 " Half Price " then, as now— and 
 they were sold in a flash. 
 
 "The same firm, fine quality in 
 this day's offering. The vaiue- 
 ful opportunity repeated. Staple 
 patterns. Fine black Grenadme 
 at Half-Price. 
 
 At J5C. yard, worth $1.50 — All 
 ille 
 
 75< . , 
 
 Silk Grenadines, in faille silk 
 stripes, cluster satin stripes, and 
 embroidered figures on Pekin 
 satin-striped grounds. 
 
 At $1.25 yard, worth ^1.50— All 
 Silk Grenadines, with embroider- 
 ed polkadots. 
 
 All 44 inches wide. 
 
 No. 304 
 
 A Catholic 
 Young Lady 
 
 would appreciate a nice Rosary 
 for Xmas, We have them from 
 25c. to I5. 
 
 No. 30A 
 
 IOC. Ginghams 
 At 6c. a Yard 
 
 There was lively selling on 
 Saturday among these attractive 
 staple Ginghams of the regular 
 loc. cjuality at 6c. a yard. It is 
 rare indeed that such a bargain is 
 to be found in goods that usually 
 maintain their regular prices so 
 rigidly. The mill had its own 
 reason for wanting to dispose of 
 400,000 yards in a hurry, and 
 
 was the only customer who 
 
 would attempt the distribution of 
 such an enormous quantity. 
 
 There are more than sixty dif- 
 ferent patterns to select from, in 
 little checks, corded and narrow 
 stripes, as well as plain chambray 
 effects, in light blue, light pink, 
 navy blue, tan, gray, ox-blood 
 and black combined with white. 
 
 Regular loc, quality at 6c, a 
 yard. 
 
 No. 306 
 
 Children's Reefers 
 A Sample Lot 
 
 Handsome— the most fastidious 
 grown-up could not desire more 
 stylish wraps than these Chil- 
 dren's Reefers are. 
 
 Some are imported models, the 
 rest close copies. All the new 
 shades and styles and shapes and 
 trimmings. Mighty pretty to see. 
 
 ^8. no to f 16.50. 
 
 Worth I16.00 to ^35.00. 
 
 Sizes for 3, 4 and 5 years. 
 
 No. 307 
 
 How to Have the 
 Boy Well-dressed 
 
 Bring him to ■ 
 
 -. Our Boys* 
 Clothing Store is smashing pre- 
 vious records this year. And no 
 wonder. 
 
 Our display of Spring clothes is 
 perhaps the handsomest we have 
 yet shown. Style and newness — 
 everywhere. 
 
 And, besides, here are some 
 special offerings: 
 
 Fifty Sample Suits; double- 
 breasted jacket and knee trousers; 
 in high-grade mixed cheviots; 
 sizes for 10 to 15 years. At t^.y^, 
 worth ^6.50 to J'7-5o. 
 
 One hundred Double-breasted 
 Jacket Suits, with two pairs 
 trousers; in mixed cheviots; sizes 
 for 8 to 16 years. At ^5, worth 
 >6.5o. 
 
 No. 308 
 
 Men's Suits 
 And Overcoats 
 
 At $15 
 
 In our Men's Clothing Store 
 we have a very choice collection 
 of Spring Suits and overcoats for 
 Men at f 15, 
 
 We have given a lot of atten- 
 tion to our Men's Clothing at this 
 figure and feel sure that it cannot 
 be approached anywhere else for 
 the money. These at I15. 
 
 Hard-twisted Worsted Sack 
 Suits, in neat gray effects, single- 
 breasted . 
 
 Black Thibet Sack Suits, double 
 and single-breasted ; half-lined 
 with Venetian cloth, A service- 
 able, dressy suit, 
 
 A very stylish blue unfinished 
 worsted, made into a single- 
 breasted sack suit. 
 
 Cutaway Frock Suits, of black 
 Thibet; a remarkably dressy suit. 
 
 Spring Overcoats, of black and 
 Oxford cheviots, lined with Ven- 
 etian cloth; satin sleeve-lining. 
 Also in Oxford, silk-lined. 
 
 The best Raincoats in New 
 York, of Oxford-mixed worsteds. 
 
 No 309 
 
 Prairie Grass 
 Furniture 
 
 One of the most durable kinds 
 of Summer Furniture, made of 
 the wild grass that grows abun- 
 dantly in some of our Western 
 ,States. Manufactured by machin- 
 ery into twine-like strands, then 
 woven or braided into many .styles 
 of furniture. A rich green color, 
 both durable and artistic. 
 
 Chairs at %t, ^, $11, $12 and 
 
 ockers at |6, ^7.25, $9, ifq.so, 
 $11.50, $12, $12.50 ani 
 
 '\ 
 
 d ?i3 
 
 so. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 187 
 
 No. 310 
 
 New 
 Shirt-waist Suits 
 
 Surely as the blossoms come 
 after the snow the Shirt-waist 
 Suit returns to favor. Sensible 
 and pretty. Put when they're 
 bad they're horrid — sleeves and 
 shoulders and hips must fit as 
 well as they do in these stylish 
 suits of ours. 
 
 Not often found so smart — so 
 low priced. 
 
 At $2.2j — Of sheer white lawn; 
 waist plaited and trimmed with 
 embroidery. Gored skirt, trim- 
 med with embroidery. 
 
 Atj2.5o — Of checked ging- 
 ham; gathered at neck and trim- 
 med with stitched bands and 
 buttons. Gored skirt, trimmed 
 with stitched straps at bottom. 
 
 No. 311 
 
 I Undersell the 
 "Drug Trust" 
 Druggist 
 
 on medicines and toilet articles. 
 
 I am satisfied with a fair profit 
 on medicines and toilet articles, 
 and for that reason I have re- 
 mained out of the combination of 
 local druggists, whose aim it is to 
 maintain high prices. Here are 
 some anti-trust prices : 
 
 Cascarets, 25c. size, 20c.; 50c. 
 size, 40c. 
 
 Fletcher's Castoria, 3SC. size, 
 20c. 
 
 Electric Bitters, 50c. size, 35c. 
 
 Lyon's Tooth Powder, 25c. size, 
 15c, 
 
 Orrine, No, i , ft size, 75c. 
 
 Orrine, No, 2, %\ size, 7sc, 
 
 Munyon's Paw-Paw, %i size, 
 67c. <3 for $2), 
 
 All Munyon's 25c, Remedies, 
 17c, 3 for 50, 
 
 No. 312 
 
 Men's Half Hose 
 And Underwear 
 
 A handsome showing of light- 
 weight Half Hose and Under- 
 wear, suitable for wear this 
 weather. 
 
 Cool, sanitary— and protective. 
 Moderately priced. 
 
 Men's Half Hose at zee. a pair 
 — Of imported black lisle thread, 
 allover openwork. 
 
 Black or tan lisle thread, with 
 open-work side<locks. 
 
 Black cotton, with lisle spliced 
 soles. 
 
 Black cotton with unbleached 
 soles. 
 
 Tan , gray or cadet blue cotton , 
 with lisle spliced soles. 
 
 No. 313 
 
 This is Weather- 
 strip Weather 
 
 and we are sending out orders for 
 weather strips to every section of 
 the city. Winter has given warn- 
 ing blasts of the cold weather 
 that is to come and now is the 
 time to get these weather strips 
 on your doors and windows. 
 
 Best Felt Weather Strips, One 
 Cent a Foot. 
 
 Drop postal or 'phone Main 
 626, and our representative will 
 call, take measurements and sub- 
 mit estimates free. 
 
 No. 314 
 
 Women's 
 Stockings 
 
 An opportunity of moment. 
 Stockings of fine lisle thread, 
 correct, lasting, well-fitting and 
 comfortable for Summer 
 And hereby hangs the tale. 
 At 25c. pair, usually 38c. — Of 
 imported fast black lisle thread, 
 iM Richelieu, cluster or small 
 ribbed effects. 
 
 At 50c. pair, instead of fi — 
 Two styles of fine ingrain lisle 
 thread Stockings; one is a bril- 
 liant lisle. Qualities that sell at 
 fi a pair. An overstocked im- 
 porter sold us the lot at half- 
 price. 
 
 No. 315 
 
 Style in Walking 
 Skirts and Only 
 $2.95 to Pay. 
 
 The very swing of these trim 
 skirts of tne fancy mixed mate- 
 rial is good style. While the gen- 
 eral effect is dark, there are glints 
 of color breaking all over the sur- 
 face. Seven gores is the original 
 plan of the skirts, but the triple 
 pleats that start below the hip 
 line and continue to the foot in- 
 sure that smooth, snug fit at top, 
 and give the breadth and fullness 
 at foot now so necessary. Any 
 wonder we call them tnm I At 
 four dollars you would think them 
 absurdly cheap— at $2.95 you'll 
 think as we do, that they are a 
 most unusual bargain. 
 
 No. 316 
 
 Easter Ribbon 
 Savings 
 
 Easter Ribbons in amazing 
 variety. Our greatest display. 
 Ribbons for girdles, neckwear 
 stocks, sashes, hat trimming. 
 For fancy work, for dressmaking. 
 Dainty wash ribbons for women's 
 lingene. Beautiful white ribbons 
 for Easter, 
 
 29c. Soft White Messeline, 5^4 
 inches, igc. 
 
 6-in. White Satin TaffeU Sash 
 Ribbon, 35c. 
 
 40c. White Messeline Ribbon, 
 special, 29c. 
 
 15c, 3^ inch White Wash Taf- 
 feta, at IOC. 
 
 No. 7 White and Colored Taf- 
 feta, at 5c. 
 
 No. 31T 
 
 The " Henley." I3 
 
 A new hat for college fellows 
 that smacks strongly of the cam- 
 pus. 
 
 It has a certain air of distinct- 
 iveness about it. And breathes 
 a soirit of independence and free- 
 and-easyism. 
 
 The crown is low — five inches. 
 
 The brim widths are 2% and 
 3^/^ inches. The narrow brim is 
 in favor this season. 
 
 It may be worn telescoped, 
 dented and various other ways; 
 and perhaps tlierein _ lies the 
 principal feature of this hat — its 
 absolute obedience to the wearer's 
 whims. The brim may be crush- 
 ed any which way— and that way 
 it stays. 
 
 In pearl, fawn, copper and 
 black. 
 
 Hat Bands in college colors— 
 35c. and soc. 
 
 The " Henley "-f3- 
 
 No. 318 
 
 SCHOLLE'S GOOD FUR- 
 NITURE. 
 
 "My Lady's 
 Treasure House" 
 
 The furnishing of the Dining 
 Room is not complete without a 
 China Closet. It is "My Lady's 
 "I'reasure House," where those 
 dainty pieces of china and cut 
 glass are stored safe away from 
 dust and mischievous fingers. 
 
 This store makes a feature of 
 these pieces of furniture, 
 
 A solid phalanx of_ them 
 stretches down one entire wall 
 of the main floor, in English oak 
 and real mahoeany , some severely 
 plain, others elaborately carved — 
 all masterpieces of the furniture 
 maker's art. The prices range 
 between $18 and $150, and at all 
 in-between prices. 
 
 China Closets, Dining Tables 
 and Chairs, Sideboards and Buf- 
 fets, come under the head of 
 " Tlianksgiving Furniture " — at 
 this season a magnificent showing 
 here of all such. 
 
 No. 319 
 
 Outfitting Girls 
 For Spring 
 
 It's like second nature to us — 
 dressing girls in the most stylish, 
 sprightliest mode. But primarily 
 the way the girls themselves wish. 
 
 And for these springtime days 
 we are prepared exceedingly well. 
 Suits, Dresses, Jackets and Reef- 
 ers — an abundance of all in the 
 newest and best. 
 
 Perhaps you may be able to 
 get a faint idea from these: 
 
 Suits, beginning at fio, A 
 most complete and handsome as- 
 sortment in blouse and coat ef- 
 fects, up to f 72. 
 
 Wool Dresses, beginning at #5, 
 for a stylish little Russian dress 
 of fancy brillian tine. Others up 
 to 5>6.7S. 
 
 Covert Cloth Jackets, fs to 
 
 Regulation Reefers of navy 
 blue serge and covert cloth; 
 double-breasted front, belted 
 back; lined with Italian cloth; 
 embroidered chevron. I5. 
 
 No. 380 
 
 Spring Shoes 
 for Women 
 
 To-day's special word is of 
 three different lines of stylish 
 shoes for women, any of which 
 would be counted fairly priced at 
 $3, The Wanamaker prices are 
 $2 and $2. 40, and the shoes are 
 made up to the Wanamaker 
 standard in every way. 
 
 The descriptions (oilow: 
 
 Women's Brown Kid Oxfords 
 at #2. 
 
 Rich nut brown in color; soft 
 texture; made with welted soles 
 and neat military heels on shape- 
 ly last. 
 
 Women's Black Kid Oxfords 
 at fz. 
 
 Soft lustrous black kid, with 
 tips of same; welted soles of flex- 
 ible oak leather; shapely toes and 
 heels. 
 
 Women's Patent Kid Blucher 
 Oxfords at I2.40. 
 
 Smart in design, comfortable to 
 wear; japanned kidskin in the 
 best sniny leather for Spring 
 wearing, and these shoes are cor- 
 rect in every way. 
 
 No. 3«1 
 
 Thanksgiving 
 
 Appetites 
 
 Are Prodigious ! 
 
 In spite of the sentiment that 
 attaches to this great American 
 festival, it is unquestionably the 
 Thanksgiving dinner that has be- 
 come the feature in the day's ob- 
 servance. The whole menu, for 
 the approaching feast, has already 
 been planned by the thrifty house- 
 wife. 
 
 We wonder if she has given 
 the attention to the Table Ser- 
 vice that this important adjunct 
 deserves. The enjoyment of a 
 dinner is greatly enhanced if the 
 table appointments are tasty and 
 complete. Not necessarily elab- 
 orate or expensive, but neat. 
 
 For instance, your dinner ware, 
 is it not about used up? This 
 is the time to replace it with 
 one of ours. Where would you 
 expect to find a greater assort- 
 ment, more attractive patterns, 
 more reliable goods or more satis- 
 factory prices than at the " Big- 
 gest Cfrockery Store in the State ?" 
 Open stock patterns and regu- 
 lar sets, Haviland China, Eng- 
 lish, German and Domestic 
 goods, at any price you choose. 
 Course Sets, Chop Plates, Cups 
 and Saucers, etc. 
 
 Tasteful Glassware is alwa>-s 
 effective. See to it that your 
 table is properly supplied ; 
 whether you need much or little, 
 we are yours to command. 
 
 Carvers? Oh, yes, we keep 
 Carvers; turkey size or for the 
 small birds. This will interest 
 tlie man of the house. He has 
 to do the carving. Then there's 
 that immense department of 
 kitchen furnishings. Possibly you 
 think that your kitchen is well 
 supplied with the needfuls for 
 preparing the great feast. We 
 venture to say that it b not, un- 
 less you have recently visited our 
 kitchen department. There are 
 so many new and practical articles 
 continually being brought out for 
 the convenience of the cook, that 
 but few households are lacking in 
 something useful. Hadn't you 
 better look into this subject ? 
 
 No. 382 
 
 Reed Furniture 
 
 Better known as " wicker " or 
 " rattan " furniture. Made from 
 reeds that are grown in China 
 and India. Bleached and cleaned 
 to whiten them, and finished with 
 clear shellac to leave the natural 
 color, or stained and enameled in 
 various colors. Some of the 
 pieces are handsomely uphol- 
 stered with seat cushions, or seat 
 and back cushions in fancy cre- 
 tonnes and drapenr cloths. Prices 
 range in various finishes. 
 
 Chairs at ^7.50, $8, $8.50, 19,75, 
 f 10.50, I13, f 13SO1 lu, J'6> >«9i 
 jiigsoand fio. 
 
 Rockers at ^8.50, Sq, $10, f 12.50, 
 Jij, Juandfij. 
 
 Settees at $13, (20, (21, $24, 
 $26, I30 and 133.50, 
 
 Suites, of three pieces, at 
 $52.50,160 and I73.50, 
 
 No. 3*i3 
 
 Remember to 
 
 Dine Here on 
 
 Sunday 
 
 Another of those famous 50c, 
 Table d'Hotes will be served from 
 1.30 to 6 p. m. Best meal of the 
 week, you'll say. 
 
 Stop in for a Club Breakfast 
 
 any day. 25c., 30c., 35c. 
 
188 
 
 No. 3S4 
 
 Men's Derbies 
 $ 1. 75, Worth |2. 50 
 
 Anin to-day. 
 
 We weren't a bit surprised yes- 
 terday that these Derbies were 
 snipped up s<^> quickly. It was 
 just in the nature of things. 
 
 To-day the quantity is, of 
 course, depleted; but the choosing 
 still remains just as good. 
 
 The designs are all new this 
 Spring— and in variations to suit 
 any man's taste. All sizes. 
 
 We told it yesterday — why these 
 Derbies are |i7Si instead of 
 S2.30. And $2.50 is conservative, 
 mind you. 
 
 In black only. 
 
 No. 325 
 
 A Proposition to 
 Property Owners 
 
 There are any number of reasons 
 why it is best to have an agent at- 
 tend to the renting of your prop- 
 erty — and as many more why we 
 should have that agency. 
 
 We have facilities tor calling 
 property to the attention of prob- 
 able tenants that are unequalcd. 
 The department is in the charge 
 of a man thoroughly versed in all 
 ^questions pertaining to the man- 
 agement ot real estate. We have 
 numerous applications for houses 
 of all sorts, for tenants look to 
 this office, as buyers and sellers of 
 property do, as the one most likely 
 to meet their demands. 
 
 We can rent your houses to 
 good tenants. We'll manage the 
 property so that it will pay the 
 greatest possible amount of mter- 
 est on your investment. 
 
 Tenants and owners alike find 
 advantage and convenience in 
 dealing with this office. Let us 
 have your houses to rent. 
 
 No. 326 
 
 No. 327 
 
 Lace Remnants 
 At One-half to Three- 
 quarters Off Retail 
 Prices 
 
 A house-cleaning in our Lace 
 Stockrooms. 
 
 About one thousand remnants. 
 
 Torchon Laces, in cream and 
 white, and in almost all widths; 
 Net Top, black Chiffon Ap- 
 plique, Cluny, and many beauti- 
 ful pieces. 
 
 Also some Laces and Inser- 
 tions, at 5c. a yard, were 10c., 15c. 
 and 20c. 
 
 Also some Lace Medallions at 
 SC. each. And, besides, fancy 
 pieces of trimmings are marked 
 5c. a yard. 
 
 Concerning Fire 
 Dogs 
 
 Dog days have gone, but fire 
 dog days are cominjc and our fire 
 dog show is open . "The black iron 
 ones have the call just now and 
 we show some new and very 
 artistic designs. The prices start 
 at about ti-oo. 
 
 We also have the other things 
 necessary to your fire place, such 
 as Spark Guard-, Bellows, Fire 
 Sets and Hearth Brushes. The 
 assortment and the prices are both 
 attractive. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 328 
 
 Feather Dusters 
 
 We have as many kinds and 
 possibly a few more. We hive 
 as good quality and perhaps a 
 little better— we have as low prices 
 and we think a little lower, than 
 may be found at other places. 
 
 Regular Ostrich Feather Dust- 
 ers, 25 cents up. 
 
 Soft Ostrich Picture Dusters; 
 85 cents up. 
 
 Our Dusters are selected with 
 special care and we feel sure that 
 they will suit you. 
 
 Also Brooms and Brushes. 
 
 No. 329 
 
 Taffeta Silk 
 Dresses 
 
 Paris will have nothing less 
 brilliant th:in silk in its Spring 
 dresses. The taffeta silk suit has 
 become a perfect rage, and there 
 is good reason for the admiration. 
 The silks are beautiful, and they 
 are in many different colors. 
 
 Both the tailor and the dress- 
 maker are able to produce re- 
 markably beautiful effects in 
 wonderful variety. Our stocks 
 show that they may still be 
 beautiful at very moderate cost. 
 
 Shirt-waist Suits range in price 
 from l'o.75 to J35. 
 
 Silk Tailor-made Suits, at $20 
 to|6o. 
 
 No. 330 
 
 Lingerie 
 From France 
 
 As to small prices you will say 
 that these are more powerful than 
 such little figures ever were be- 
 fore. 
 
 They buy Paris-made, hand- 
 made dainty Muslin Underwear, 
 that women will describe with 
 many admiring adjectives. Not 
 often found for so little. 
 
 Corset Covers. Nainsook, 
 tiimmed with fine lace or em- 
 broidery, in many charming 
 styles, ^2.50, #3.50 and $%. 
 
 Drawers. Nainsook, ruffled, 
 flounced, trimmed with lace, em- 
 broidery and ribbon. (3, #3.50 
 and $$. 
 
 Chemises. Nainsook, finely 
 plaited, embroidered and lace 
 trimmed. (2.50, $3.50 and ^^5. 
 
 No. 331 
 
 Are You Satisfied? 
 
 Are you content to plod along, 
 doing uncongenial poorly paid 
 work ? 
 
 Are you satisfied with the pres- 
 ent ? Or have you a spark of ambi- 
 tion — a desire to better your con- 
 dition , to rise above your fellows ? 
 
 Then let us make you a busi- 
 ness .specialist. 
 
 Set your mark high 1 Resolve 
 to press forward and upward day 
 by day until the goal of success is 
 reached. 
 
 Right now, while you are 
 young, is the time to lay the cor- 
 ner-stone of fame and fortune. A 
 thorough, practical business edu- 
 cation is the foundation on which 
 
 you can raise the mighty super- 
 structure of success. B 
 ing that foimdation now. 
 
 iper- 
 lay- 
 
 We teach Bookkeeping, Sten- 
 ography, Typewriting, Penman- 
 ship, English, Commercial Law, 
 Arithmetic. Write to-day for free 
 illustrated catalogue. 
 
 No. 338 
 
 Thursday, September 8, 1904. 
 
 "Brown's in 
 
 T)» 
 own 
 
 You will warm tip to the new 
 shade of brown suits cut single 
 and double-breasted, the newest 
 feature of Fall styles. 
 
 Our tailors put in their best 
 work on the Ime of browns we 
 show at $!(. Fitting qualities 
 superb ; style the smartest; suits 
 most satisfying. 
 
 You are mvited to see these and 
 other Fall suits and top coats now 
 on view. 
 
 Brown in hats too— Derbys and 
 soft hats in the approved fasnions, 
 Crofut & Knapp makes, $2 and 
 fj: Stetson make, up to $4. 
 
 Everything boys need to wear 
 to school is ready to wear, here. 
 Our prices are never high. 
 
 No. 333 
 
 Thanksgiving 
 Anticipations 
 
 The great American holiday is 
 first and foremost a Home Holi- 
 day. A triumph it was to our 
 forefathers in that they had found 
 a Home. To us its significance 
 is similar. 
 
 For weeks your household 
 wants have been studied, and 
 now, before the usual rush, is the 
 time to make your home replete 
 with the comfort and elegance be- 
 fitting the occasion. 
 
 Firstly, consider our Sideboards. 
 The latest designs in Mission, 
 Golden Oak and Mahogany- 
 many with swell fronts and claw 
 feet, so characteristic of Colo- 
 nial furniture, from $12 to $175. 
 
 Extension Tables, likewise in 
 Golden Oak, Mahogany and Mis- 
 sion ; Round, Square ; some to 
 match the above Sideboards, |i8 
 to $110. 
 
 China Cabinets, some with the 
 straight line in Chippendale ef- 
 fect ; some massive with Pointed 
 and Fluted Columns, |ij to (no. 
 
 Dining Chairs with the graceful 
 curves of French leg and in styles 
 so varied that they match any 
 room, $t to $2^. 
 
 In this department we have 
 made next week's special timely : 
 ti2 — Golden Oak Sideboard; 
 Chippendale effect. Was f 18. 
 
 No time to lose in getting your 
 Draperies and Curtains. The 
 sooner you buy the better the as- 
 sortment. Our recent sales have 
 so cleared our stock that you 
 will have the unusual opportu- 
 nity to see an almost fresh as- 
 sortment. We are admirably 
 equipped this season to supply 
 your entire wants. From our 
 artist employed to sketch original 
 hangings to suit your individual 
 taste to the mechanic who hangs 
 your old draperies the talent is 
 the best procurable. 
 
 Next Week's Special : 
 
 (3. — 4 prs. Green and Gold 
 Portieres. Were (5. 
 
 $7. — 4 prs. Arabian Laces. 
 Were $10.50. 
 
 Next Week's Carpet Special. 
 
 g7C. — s-frame Body Brussels. 
 
 Was $1.35^ 
 
 fi.22 — Bieelo 
 Was $1.85. 
 
 w Axminster. 
 
 No. 334 
 
 Small Photos 
 Enlarged 
 
 by an new process that gives 
 beautiful results Films devel- 
 oped while you wait, loc. roll. 
 
 No. 335 
 
 Let Us 
 Store Your Furs 
 
 You are through with them for 
 the present season, and delay in 
 getting them into storage is dan- 
 g mus now. Our wagons will 
 call for them upon either mail or 
 telephone request. 
 
 No. 336 
 
 For Every 
 Purpose 
 
 Our Coal means the highest Qual- 
 ity in coal of every kind, hard 
 and soft. Coal for the furnace, 
 coal for the grate, coal for the 
 range, coal for the stove. The 
 best furnace coal, the best grate 
 coal , the best range coal , the best 
 stove coal. Our coal is the epi- 
 tome of coal goodness. We know 
 coal quality, and nothing but the 
 best is good enough for our cus- 
 tomers. It's the continuous cus- 
 tomer whose trade is profitable. 
 This great business of ours is 
 built up from the patron.ige of 
 continuous customers. We want 
 to add your name to the list. 
 Telephone 617-2. 
 We deliver promptly to all parts 
 of tlie city. 
 
 No. 337 
 
 " Nippy " 
 Nights 
 
 Are warning us that winter is ap- 
 proaching. These heavy early 
 rains, if we can believe the oldest 
 inhabitant, mean a dry, cold win- 
 ter. Every household will need 
 a good hot water bag to ward off 
 the ills of such a season. Better 
 begin now by purchasing a new 
 one. To start the season off 
 right we are offering a 3-days' 
 special on hot water bags. 
 
 " W.T. & Co.'s" 2-year guar- 
 anteed 2-qt. red bags, $1.25. (Sold 
 everywhere for $1 .50.) 
 
 t-qt. (regular (175I, $1.50. 
 Goodyear's Seamless white, 
 extra heavy bags, warranted ; 2-qt. 
 (regular $1. 25 ),ii. 
 
 j-qt. (regular >i.35>, $1.10. 
 Goodrich " white, fully gtiar- 
 anteed, i-qt. (regularly $1 .00), 75c. 
 
 3-qt. (regularly $i.2«), 85c. 
 
 You can 't afford to let this op- 
 portunity pass. 
 
 No. 338 
 
 Be Always "Next" 
 
 You save time, annoyance and 
 money by shaving yourself. 
 
 The art is not nard to acquire 
 if you have the proper equip- 
 ment. Safety razors are espe- 
 cially desirable for those who 
 lack the knack to use the old 
 style. We have both. Star 
 safety raiors. sold regularly for 
 fi.oo ; our price, #1.25. 
 
 Allentown razors : $1 kind for 
 90c. (1.50 kind for $1.0;. $2 
 kind for I1.50. $2.50 kind for 
 1 1.90. 
 
 Shaving soaps : Colgate's Bar- 
 bers' (round), 5c. Yankee 12c. 
 Cuticura, 15c. Easy Shave 
 (cream). 15c. Colgate's Stick, 
 15c. Williams' Stick, 20c. 
 
 Other helps : Bay Rum, half 
 pint bottle, 25c. Witch Hazel, 
 pint bottle, 25c. Florida Water, 
 40c. Talcum Powders, from loc 
 to 25c. Strops, from 22c to 75c. 
 Lather Brushes, from loc. to 45c. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 189 
 
 No. 339 
 
 Pancakes and 
 Sausage 
 
 A pretty good breakfast pro- 
 vided you have our dainty little 
 " Lenox Farm" Sausage at 15c 
 per lb. Cost a little more than 
 the ordinary kind, but worth 
 double. 
 
 New Pack Buckwheat Flour to 
 go with the little Sausages, only 
 loc per package. 
 
 Maple Syrup. Large bottles 
 pure Maple Syrup at 20c. Also 
 the popular Karo Syrup at inc. 
 per c.in. Fresh Killed Poultry 
 Fine fresh killed Chicken, 20c. 
 Ih. Fowl. i8c., all sold full 
 dressed. A large line fresh Veg- 
 etables, prices low. 
 
 No. 340 
 
 Photograph 
 Frames 
 
 Gold Plated Frames, cabinet, 
 panel and carbonette sizes; oval 
 and square, some with oval and 
 concave glasses; all have lacquer 
 ed metal backs; values up to fi; 
 special at 49c. 
 
 No. 341 
 
 Bath Robes 
 
 $8 
 
 that should be 
 
 $12 
 
 Right in line for Holiday giv- 
 ing, we have a good-sized lot of 
 handsome Bath Robes made of 
 fine quality imported cheviots 
 with Terry" lining. They are 
 regular $12 value — we have sold 
 plenty at that price and others are 
 still asking it. 
 
 The patterns are certainly beau- 
 tiful; effective designs in Scottish 
 plaids. All men's sizes. $S. 
 
 (>! Friday a word about Special 
 Cravats at half-a-dollar. 
 
 No. 342 
 
 Chicken Salad 
 $1.20 Per Quart 
 
 It's the finest chicken salad sold 
 in Philadelphia. We make it our- 
 selves — that's why the price is so 
 low. Sold in our Delicatessen 
 Department, where you're always 
 sure to find a host of good things. 
 
 This week : Green Acre Fresh 
 Sausage, 17c. lb.; Cod Fish 
 Cakes, 30c. doz.; Ham Balls, 
 4SC. doz.; Roast Veal, 3SC. lb.; 
 Pearl Onions, 27c. qt. 
 
 No. 343 
 
 Asparagus Ferns 
 10 Cents 
 
 Asparagus Plumosus Nanus. 
 
 Their extreme gracefulnees 
 makes them popular as table 
 decorations. Strong and thrifty 
 as well as beautiful. 
 
 We grow them ourselves — 
 that's why we can sell them for 
 IK. You'll pay about twice that 
 much elsewhere. 
 
 Palms, rubber plants, Boston 
 ferns and other decorative plants 
 in large variety. 
 
 No. 344 
 
 Rush Furniture 
 
 One of the prettiest of the Sum- 
 mer sorts; made from rushes that 
 grow wild in Hungary, woven in- 
 to braids in Germany and manu- 
 factured into furniture in America. 
 Finished in a palm green of 
 artistic effect and finish 
 
 Chairs at #7, J7. 25, $8.25, $9.50, 
 f 10, %\ I . $12 ^l4. 
 
 Rockers at fg, $9.50, $10.50, 
 ^12 ;o and ^14. 
 
 Settees at f 13 50 and $17.50. 
 
 No. 345 
 
 These 
 Morris Chairs 
 
 Will Make 
 Excellent Gifts 
 
 There is no gift more appropri- 
 ate and none that will he appre- 
 ciated more by many than a Mor- 
 ris Chair. We have an interesting 
 display of Morris Cliairs on Sale 
 at f7.75. 
 
 The showing is eminently a 
 holiday presentation, and as such 
 is an attraction that will appeal to 
 all. We advise an early selec- 
 tion, with delivery postponed, if 
 you like. 
 
 The illustration depicts the (fen- 
 eral beauty of these Chairs. They 
 are made of quarter oak, or imita- 
 tion mahogany, and the wood 
 work is highly polished. Cush- 
 ions are made in the Seigel-Coop- 
 er factory, and, accordingly, the 
 sanitary construction is above re- 
 proach. They have velour cov- 
 erings in an assortment of colors. 
 The seats are full springs and 
 noted for durability. 
 
 A Magnificent Display to Sat- 
 isfy Christinas Wants. 
 
 No. 346 
 
 Jewelry 
 
 Special prices on little things 
 in jewelry ornaments that are 
 practical and new. A vast as- 
 sortment of pretty gold filled 
 bracelets in Nethersole, chain, 
 signet and other fancy shades. 
 
 Special price for our Opening 
 sale, 450. 
 
 No. 34'r 
 
 Optometry 
 
 O P T O— Eye . M ETR Y— to 
 
 measure. 
 
 My system of examining the 
 EYES represents the most ad- 
 vanced and most practical dis- 
 coveries now in use in the practice 
 of OPTOMETRY, and Glasses 
 fitted under this system are in- 
 variably found satisfactory and 
 helpful in relieving "Eve Strain." 
 
 Examinations by appointment 
 are preferred, so that there need 
 be no hurry. 
 
 Glasses made and delivered 
 without delay. 
 
 Telephone 533-12. 
 
 No. 348 
 
 California Maras- 
 chino Cherries 
 
 New shipment, just received. 
 Order your Christmas _ supply 
 now. 75c. quart, 40c. pint, 25c. 
 half pint. 
 
 No. 349 
 
 A Great Day 
 Children 
 
 for 
 
 In the Toy Store. 
 
 Yesterday was ; to-day will be. 
 
 A steady patter of little feet all 
 day long yesterday. It looked 
 like the week of Christmas in the 
 Toy .Store. 
 
 Isn't it nice, mothers, to bring 
 your children in now when every- 
 body is fresh and the toys are 
 bright and new and let them tell 
 you what they want! 
 
 See Aladdin's Cave and the 
 Magician, the hill-climbing auto, 
 the mechanical trains, the electric 
 cars and the hundred and one 
 things that go. 
 
 If you bring your mothers or 
 fathers, or grown-up sisters and 
 brothers with you, children, you 
 can try yourself how many things 
 work a special privilege that we 
 know will not be abused. 
 
 No. 350 
 
 We Can Make 
 Your Furnaces 
 Heat 
 
 If there's any heat to be gotten 
 out of them. Our stove repair 
 work is thorough and honest. 
 
 No. 361 
 
 Reliable Family 
 Recipes 
 
 Valued recipes are depended on 
 in many homes for the cure of 
 minor ailments. We make a 
 specialty of everything in the line 
 of recipe and prescription work, 
 and know that when these are 
 carefully prepared from our high 
 grade drugs you can depend on 
 them for results. 
 
 Family remedies, coloring rec- 
 ipes, condition powders and slock 
 medicines are compounded here 
 just as carefully as the most deli- 
 cate prescription. 
 
 No. 352 
 
 No. 353 
 
 Our Annual Hint 
 
 If you will need a new set of 
 books January ist — If you want a 
 new filing cabinet, if you are go- 
 ing to start any new systems the 
 first of the year let us talk with 
 you about it. We may be able to 
 offer a suggestion that will help 
 you. That's our business. 
 
 Fire Sets 
 
 If you haven't happened to in- 
 herit an old, old fire set with 
 which to decorate and care for 
 your fire-place, don't be dis- 
 turbed. Here are some hand- 
 some sets — shovel, poker, longs 
 and standard— that, judged by 
 their designs, you might suppose 
 were generations old. Dead- 
 black, rustless finish, quaint de- 
 signs, $5 00 and $5.50. 
 
 And Andirons ; andirons that 
 somebody's great, great grand- 
 mother might have handed down, 
 only a bit too new-looking for 
 that, at $2.50, $2 75, $j.oo and 
 $4 50. Dull black finish that 
 will not rust and cannot tarnish. 
 
 All in our window. 
 
 A Christmas hint for somebody. 
 
 No. 354 
 
 Thanksgiving 
 Good Cheer 
 
 You'll find it here. 
 
 Let us furnish the good things 
 to drink for the festive day. 
 
 You know our reputation, "If 
 it's from Lathrop's it's pure ;" 
 and you know our prices are the 
 fairest in the city. 
 
 Just a few suggestions. 
 
 No. 355 
 
 Those Finest of 
 
 All — French 
 
 Handkerchiefs 
 
 If you can imagine the finest 
 embroidery possible, following 
 liny and delicate designs of 
 flowers ; or a shield with a plain 
 capital letter mounted on the 
 drawn-work center; or the small- 
 est and finest of scrolls with 
 drawn-work center all done on 
 linen so fine and sheer that you 
 could easily match colors through 
 it -you'll have a good idea of the 
 evqiiisite handkerchiefs France 
 has sent us for the holidays, Soc., 
 q5C up to ^10 each. 
 
 But those whose beauty is in 
 the weave, and tinencss of the 
 hca\')' linen — barred and figured — 
 are as fine in their way at 85c. 
 
 To-morrow would be a go<Td 
 time to look through them, for as 
 Christmas approaches, the variety 
 may not be so good. 
 
 Nn. 356 
 
 The Picture Place 
 
 Not a bit too early to pick out 
 some beautiful pictures and have 
 them artistically framed for Xmas 
 gifts. 
 
 A big line of Pictures at mod- 
 erate prices. Reasonable charges 
 for framing. 
 
 No. 357 
 
 Photos 
 
 For Christmas 
 
 It is high time that those who 
 contemplate having photographs 
 taken for the holiday season, ar- 
 range for sittings and thus avoid 
 the rush that always prevails at 
 this well-known studio for several 
 weeks previous to Christmas 
 
 J. R. Hallam has just returned 
 from St. I.,ouis, where he attended 
 the National Convention of Pho- 
 tographers at which he was one of 
 the exhibitors. During the Con- 
 vention he came in touch with 
 many new ideas in photography 
 which he will incorporate in his 
 work during the coming season. 
 
 No. 358 
 
 Look Ahead 
 
 To-day is your opportunity. 
 While in health prepare for the 
 to-morrow of sickness, adversitv, 
 old age and the many other ills 
 that human life is heir to \i\ ac- 
 count opened with this bank and 
 consistently followed up will 
 bridge a great many of the 
 troubles and make old age a de- 
 light. 
 
 We pay 4 per cent, compound 
 interest on any amount. 
 
190 
 
 No. 359 
 
 That Cold Room 
 
 — the one without reRister or ra- 
 diAtor, and the room that ynu 
 cin't get above 60 dejj. when the 
 wind's in the north, can be m.ide 
 otnifortable by using a Miller 
 Smokeless Oil Heater. 
 
 Oil is cheaper than coal, you 
 know. 
 
 This heater is a radical im- 
 provement over the old stvle. 
 l>i>i.sn't smoke nor smell, nor will 
 the Hame climb after once fixed. 
 
 The very thing for the sick 
 room. Useful in heating water. 
 Can be carried anywhere with per- 
 fect safety and heats a room in a 
 few minutes. 
 
 Easy to clean and fill and neat 
 enough to stand in the best room 
 in the house. 
 
 The Blount Door Check closes 
 the door automatically and noise- 
 lessly. May we put one up for 
 you? 
 
 No. 360 
 
 A Little Fire on 
 the Hearthstone 
 
 looks warm and cheery when the 
 nights are cold — and trie time for 
 cool nights is approaching. 
 Speaking of hearthstones, have 
 you all you need in the way of 
 ^Andirons, Fire Sets and Spark 
 Guards.' We've been getting 
 lhe*e things together the last few 
 days and can show you something 
 tliat will please you. 
 
 The black iron Andirons have 
 the call at present, for the reason 
 that they always look well and re- 
 quire no care. We have attrac- 
 tive ones from ^2 a pair upwards. 
 
 No. 361 
 
 A Suit or Overcoat 
 
 FOR THE SON 
 
 The boy would appreciate a 
 nice Suit or Overcoat as a Christ- 
 mas gift and it would not he a 
 useless waste of money as many 
 presents are. 
 
 You know what our clothing is 
 —good material, skillful cutting, 
 exiellent tailoring and stylish in 
 every respect. 
 
 At present our stock is a grand 
 showing of up-to-date clothing 
 and being manufacturers the mid- 
 dleman's profit is not added to 
 our prices. 
 
 If you haven't the cash you 
 have the credit. 
 
 No. 362 
 
 Why Not a 
 Tuxedo Coat ? 
 
 We're selling a beautiful one 
 just now for fij; together with 
 one of our merccriied white wai>t- 
 cottsat$4, you're ready for the 
 season's swellest dinner at the 
 Bellevue-Stratford. A whole Tux- 
 edo Suit costs the same as a dnss 
 suit -$15. A Tuxedo Cf>at and 
 Vest for Ji8 ; Dress Trousers |6 ; 
 White Vests at $j up. All of our 
 full dress clothing will fit you per- 
 fectly — and the black will stay 
 Mack as long as the suit lasts. 
 The half century reputation of the 
 Allison store is positive assurance 
 of that. 
 
 If )oa don't want to muss your 
 dress suit one of our big roomy 
 Raincoats will prove the thing — 
 fi5 up. Varsity suits— |i2 up. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 363 
 
 The Juvenile 
 Shop 
 
 Two points of view ; 
 
 For you — not to know the char- 
 acter of "The Shop's" garments 
 is to fail to realize your best ad- 
 vantage in fitting out the children. 
 
 For us not to quote our mod- 
 erate prices is to lorego our chief 
 claim to your consideration. 
 
 Overcoats, >5 50; 2^ to 7 years 
 
 Tourist Cuats, 1 10.00; 10 to 16 
 years. 
 
 School Suits, I5.00. 
 
 No. 364 
 
 Cooking Moulds 
 
 Nothing adds quite so much to 
 the serving of one's dinner as to 
 have the entrees and desserts 
 daintily served in fancy forms. 
 For this purpose we have a col- 
 lection of tin and china moulds 
 that is larger tlian can be found 
 elsewhere in New F.ngland. We 
 have recently added larj^ely to 
 this line and invite your mspec- 
 tion. 
 
 Jelly moulds, pudding moulds, 
 rice moulds, de msse moulds, 
 melon moulds, border moulds, 
 Timbale moulds, croquette 
 moulds, ice cream moulds, cutlet 
 moulds, ring moulds, fish moulds. 
 
 No. 365 
 
 Leather Gifts 
 Ladies 
 
 for 
 
 Don't wait for the Christmas 
 crowds much nicer to pick out 
 the leather gifts now — you have 
 better choice and more leisure. 
 
 Ladies' Pocket Books, 25c. to 
 f 10. Ladies' Card Cases, 25c. to 
 5s. Ladies' Purses, 35c. to $1. 
 Ladies' Jewel Boxes, $t to $5. 
 Ladies' Music Rolls, $2 to >2o. 
 I.adies' Writing Tablets, 75c. to 
 *». 
 
 And hondreds of other equally 
 desirable and inexpensive gifts 
 for ladies. 
 
 No. 366 
 
 We Want Your 
 Account 
 
 We handle a great many ac- 
 counts, large and small, and we 
 value each one no matter what its 
 size. 
 
 We want yours. 
 
 It's so handy for us both. 
 
 No trouble with bills. A sys- 
 tematic service covers that. 
 
 You merely drop in at our store 
 and leave yourorder— any time or 
 any working day. We will take 
 care of it. 
 
 Or call us on the 'phone. Bell 
 2257, Walnut or Keystone 1453 
 Kace; will send the delivery man 
 out your way in short order. 
 
 Promptness and convenience 
 are recommendations, surely. 
 Write, 'phone or call. 
 
 No. 367 
 
 Dollar Carvers 
 
 For your Christmas turkey. The 
 best yet. Genuine stag handles, 
 with ferrule — guaranteed blades 
 
 No. S08 
 
 Largest " Grocery" in the Ward. 
 
 Genuine Norway 
 Mackerel 
 
 Just in— a fine display of the 
 best Imported Norway Mackerel. 
 Large, fat, tender and full of 
 white meat. Very delicious in 
 flavor and not too briny. An ex- 
 cellent, healthful breakfast food 
 for these cool, frosty mornings. 
 
 No. 360 
 
 No. 370 
 
 New Life 
 For Old Carpets 
 
 We're good friends to old car- 
 pets — clean them with considera- 
 tion and bring them out bright 
 and smiling for another bu£f with 
 the world. 
 
 We re-lay them to advantage, 
 change the breadths and liide the 
 worn spots. Follow your ideas 
 or ours — we're not above learn- 
 ing in our own business. 
 
 No. 371 
 
 100 to I 
 
 An agent has a hundred chances 
 to rent property to an owner's 
 one. 
 
 An agent of experience, who is 
 well known, receives applications 
 from prospective tenants which 
 others would never hear of other- 
 wise. 
 
 An agent is looked upon to 
 supply them with what they want, 
 and is considered to be the best 
 person to know where such houses 
 as applicants desire are likely to 
 be had. 
 
 Our system of advertising, free 
 to patrons, is the best method of 
 giving applicants information with 
 the greatest satisfaction to them- 
 selves. Get the best here. 
 
 No. 378 
 
 The Toys Are 
 Ready 
 
 For you now, down in our big 
 basement toy department. They re 
 not all in yet, to be sure, but 
 there are more here now, than 
 you'll find in any two other toy 
 stores in town . 
 
 It's a good idea to do your toy 
 buying as early as you can, for 
 while we'll be getting more toys 
 every few days, right up to Christ- 
 mas, there are some splendid toys 
 here that we'll probably not 
 duplicate this season. 
 
 Come in and look around, any- 
 how — see what a lot of good toys 
 we've gathered for you, and how 
 reasonably they're priced. 
 
 The Railroad 
 Man 
 
 Wants Overalls and Gloves that 
 will give long, hard wear. 
 
 " Brotherhood " Overalls are 
 made by a man who was a rail- 
 road man. He found by experi- 
 ence where other overalls were 
 lacking, and then made an im- 
 proved overall that does away 
 with the deficiencies of others. 
 Jackets, ooc. ; Overalls, 85c. 
 Hansen Gloves are a mate for 
 " Brotherh<M>d " Overalls in 
 strength and wear. 
 
 No. 373 
 
 Dressing Sacques 
 . and Negligees 
 
 From France. All showing the 
 delicate taste of the exquisite 
 I'arisienM*. 
 
 We have never seen these beau- 
 ty-and-comfort garments so pic- 
 turesque and lovely. 
 
 Presting Sacques. Of Dotted 
 Swiss Muslin, and French lawn 
 in styles never seen before. 
 QuHint and dainty. Simple or 
 fluAfily trimmed. $4.50, ls, $b, 
 $t>.y- each. 
 
 A'egiigees. Of fine White Dim- 
 ity and French lawn. Richly 
 trimmed ; some hand-stiched. In- 
 tricate, odd and beautiful lace 
 applications. |S, |io, |i8.so and 
 
 No. 374 
 
 If You Can Dress 
 a Doll Best 
 
 —there's a ^49.50 present for you 
 in the doll store. There are 24 
 other presents for "next bests." 
 
 The contest is just an incen- 
 tive to get the work of dressing 
 dolls out of the way before the 
 great Holiday Rush. 
 
 SF.E THE GRAND COL- 
 LECTION OF PRESENTS 
 TO BE GIVEN. 
 
 4th floor, where in the opening 
 sale of undressed dolls we can 
 save you one-quarter or more. 
 Do it to-morrow. 
 
 No. 375 
 
 Light-weight 
 Bed Coverings 
 
 Spring is here by the calendar, 
 and it is already quite warm 
 enough to make the winter bed- 
 coverings feel uncomfortable. 
 Here are suggestions of pleasant 
 sorts to take their place, all quite 
 reasonably priced. 
 
 COMFORTABLES 
 
 At Si 25 each— Silkoline Com- 
 fortables ; figured on both sides; 
 tilling of good, clean cotton. 
 BLANKETS 
 
 At fi a pair — While wool-filled 
 Blankets ; cotton warp ; medium 
 weight ; 70 X 80 in., 5 lbs. 
 
 No. 376 
 
 We Solicit Your 
 Jewelry Account 
 
 The unique feature of this busi- 
 ness is that you can buy the fin- 
 est Diamonds and other gems, 
 watches and jewelry at prices at 
 least 25 percent, under the pre- 
 vailing prices for like (jualilics. 
 and you pay the bill in stnall 
 sums weekly. 
 
 The stock at present is full up 
 to the very limit for the Christ- 
 mas trade. It is well to select 
 goods early. We're glad to lay 
 aside any purchase for future de- 
 livery. 
 
 No. 377 
 
 Acme Roof Paint 
 
 Famous Roof Tonic. Consult 
 us about Tinning, Guttering, 
 Spouting, Roof Painting and Re- 
 pairing. Work guaranteed. 
 
 CYCLOPEDIA OF LOCAL AND RETAIL ADVERTISEMENTS 
 
 191 
 
 No. 378 
 
 Looking 
 Forward 
 
 We know that certain events 
 will occur and that needs will be 
 
 C resented that must be met either 
 y ourselves or our families. The 
 prudent ones make early pro- 
 visions for this contingency. Still 
 there arc many who, while 
 prompt enough in preparing for 
 other foreseen needs, neglect and 
 put off making provision for the 
 one important need which must 
 come sooner or later to all. This 
 provision is of such importance 
 that it should be made while per- 
 sonal inspection is possible, when 
 careful investigation and selection 
 are not interfered with by the 
 presence of grief. 
 
 The acquisition of a final rest- 
 ing place is a duty which every 
 one owes to himself and family. 
 By looking forward to this time 
 and giving the matter prompt 
 attention we may rob the inevi- 
 able hour of distress of part of its 
 bitterness and sorrow. 
 
 The ownership of Mt. Hope 
 Cemetery is vested in the city of 
 Rochester; is free from debt, is 
 self-sustaining, and the entire in- 
 come is applied to its care. Its 
 management is careful , conser^-a- 
 tive and it is to be permanently 
 controlled by a Board of Com- 
 missioners appointed by the 
 Mayor of Rochester. Lot owner- 
 ship means the most perfect 
 security in title and most ap- 
 proved system of management. 
 
 Finely located lots may be 
 selected and title secured on 
 partial payments. 
 
 .Street car line reaches both 
 entrances. 
 
 Information may be had at office 
 at cemetery. 
 
 No. 370 
 
 A Free Turkey 
 
 With a Glenwood Range from 
 now until Thanksgiving day. 
 
 Each purchaser of a Glenwood 
 Range will receive a fine turkey 
 free of charge. This offer is made 
 to prove the baking and coal- 
 saving qualities of these famous 
 ranges. 
 
 (jlenwood Ranges vrill make 
 your cooking easy, your meat 
 juicy, your pie crust flaky, your 
 cookies crisp and your bread 
 light. 
 
 No. 380 
 
 Bank by Mail 
 
 We have a patented system of 
 conducting the business of bank- 
 ing by mail, applicable to both 
 savings and checking accounts. 
 It is easier and simpler to bank 
 with us by mail than to go to a 
 bank in person. By our system 
 your account is automatically 
 checked and you have a complete 
 statement each time you deposit 
 or draw money. Your account in 
 our bank is not subject to the 
 examination of your tax assessor. 
 
 4 per cent, on saving deposits. 
 2\i on checking accounts. 
 
 No. 381 
 
 Toilet Sets 
 
 of three pieces, mirror, brush 
 and comb, sterling silver, silver- 
 plated or china-backed, make 
 most acceptable Christmas gifts- 
 useful, ornamental and pleasing. 
 The season's newest designs, 
 I4 to |l6. 
 
 No. 382 
 
 Silk Waists and 
 
 Graceful 
 
 Wrappers 
 
 Reduced in price. But that is 
 the wrong emphasis. 
 
 We should say, — Handsome, 
 stylish and reduced in price. 
 Read: 
 
 SILK WAISTS 
 
 At ^3.50, worth ^4.50 to J6— Of 
 taffeta silk in light colors or 
 black ; tailor-made. 
 
 WRAPPERS 
 
 At f 3.50, worth f 5 to f6.5o — Of 
 cashmere oralbatross, white, pink 
 or red; with ribbon or fancy 
 braid. 
 
 No. 383 
 
 Tell Your Stove 
 Troubles to Hutch- 
 inson & McCarthy 
 
 Glad to give you the benefit of 
 our long experience in repairing 
 furnaces, latrobes and ranges at 
 any time. Drop postal or 'phone. 
 
 No. 384 
 
 There's a time for everything — 
 even Christmas shopping. 
 
 Now you've time to choose, 
 time to be waited on, time to 
 change your mind. 
 
 The big and little things for 
 sock or stocking gifts. 
 
 House coats, smoking jackets, 
 bath robes, sweaters, mackin- 
 toshes, gloves, rugs, pajamas, 
 neckwear, handkerchiefs, umbrel- 
 las, jewelry, canes, suspenders. 
 
 No. 385 
 
 Where One Man 
 Gets Rich 
 
 through hazardous speculation a 
 hundred get poor. 
 
 Where one man stays poor 
 through the slow methods of sav- 
 ing, a hundred get rich. 
 
 The wise man chooses the bet- 
 ter part, and places his money in 
 the .Savings Bank. 
 
 Ask For One of Our Home 
 Savings Banks. 
 
 Interest paid on all deposits. 
 
 No. 386 
 
 The Fancy 
 in Linens 
 
 Artistic pieces of pure linen 
 that delight the vision ; and ren- 
 der worthy service besides. 
 
 Bureau or Dresser Scarfs, Tray 
 Cloths, Hand-drawn Table 
 Squares and Table Scarfs, at very 
 moderate cost. 
 
 This is the story : 
 
 Bleached Linen Bureau o r 
 Dresser Scarfs, scalloped edge, 
 with one row of openwork just 
 above hem, all round; at 85c 
 each, formerlv $1. 
 
 Damask I'ray Cloths, snow- 
 white ; very handsome, neat floral 
 designs; 18x27 in., at 25c each, 
 formerly J5C. 
 
 Fine Linen Table Squares hem- 
 stitched and hand-drawn, 30x30 
 in., at 65c each, worth 85c. 
 
 No. 387 
 
 Thanksgiving Day 
 
 Of course you want a brand 
 new Overcoat for Thanksgiving 
 day, and of course we are the 
 people to supvily it. 
 
 We will sell you an Overcoat 
 on credit at cash prices. 
 
 It will be a coat that ariy one 
 might be proud to own ; it will 
 be stylish and well made. It 
 will be made of good material 
 and handsomely lined. 
 
 The coat will suit, the terms 
 will suit and above all the price 
 will suit. 
 
 N... 388 
 
 Forestall Roof 
 Trouble ! 
 
 In winter your roofs are almost 
 continuously exposed to the on- 
 slaughts of either rains or snows. 
 Will they stand the strain ! Bet- 
 ter 1st us go over them now and 
 stop the leaks. Prevention is 
 belter than cure. 
 
 No. 389 
 
 Those Little 
 Maryland Hams 
 
 Baked and served with browned 
 Sweet Potatoes, Vienna Roll and 
 butter, for 25c., to-morrow, at 
 404 Library street. Worth com- 
 ing for a block or two out of 
 your way. 
 
 No. 390 
 
 A Savings Account 
 
 in the 
 
 Detroit United Bank, 
 
 Limited, 
 
 Draws Four Per Cent. 
 
 from the 
 
 Day of Deposit 
 
 to the day of withdrawal. This 
 bank is strictly a savings bank 
 and carries no commercial ac- 
 counts, nor does it do any com- 
 mercial business whatever. 
 
 Tlie reason four per cent, is 
 paid upon deposits is, of course, 
 that it can afford to do so. This 
 bank not being subject to losses 
 incidental to commercial business, 
 all its deposits being savings de- 
 
 f(osits and therefore in the main 
 ong time accounts, and its loans 
 being confined strictly to real 
 estate mortgages on centrally 
 located improved real estate 
 worth at least double the amount 
 of the mortgage in every case, it 
 is in a position to pay depositors 
 all that safely can be paid them 
 by any conservatively managed 
 bank. Watch change in adver- 
 tisement from time to time for 
 additional reasons for the pay- 
 ment of four per cent, interest on 
 deposits by a bank conducting 
 strictly the business of a savings 
 bank. 
 
 Capital Stock paid in, $100,000; 
 Additional Individual Liability, 
 f iocyxx>; Surplus and Undivided 
 Profits, f 10,000. 
 
 Send for booklet " Banking by 
 Mail," fully illustrating the sys- 
 tem introduced by this bank, 
 under which it is as easy for 
 persons residing at a distance to 
 carry their savings accounts with 
 a strong metropolitan bank as for 
 those residing m Detroit. 
 
 Address all correspondence to 
 the 
 
 No. 391 
 
 Framed Pictures 
 
 In the Art Galleries, we offer a 
 collection of about two hundred 
 Framed Pictures at prices repre- 
 senting about half the value of 
 the frames alone. This warrants 
 the belief that ten times 200 would 
 hardly last the day out— »o be 
 prompt. 
 
 At Ji.iq — Brown Toned Car- 
 bons, Photographs and Hand- 
 colored Photographs, a variety of 
 subjects some in Flemish oak 
 frames, others in green frames 
 with mats ; outside measurement 
 26 X 30 inches. 
 
 \l ql^. — Hand-colored Artotype 
 Engravings — popular subjects 
 - in handsome gilt frames with 
 mats ; outside measurement about 
 25 X 29 inches. 
 
 No. 39« 
 
 Good Carving 
 Sets 
 
 Don't have your ^ests think 
 the turkey's tough )ust because 
 you haven't a good carving knite. 
 
 The extra labor may stimulate 
 your appetite, but it mi^ht de- 
 stroy that of your guests. 
 
 Get a set of the Meriden Cut- 
 lery Company's Carvers — there 
 may be others as good but there 
 are none better. 50c to $10.00 a 
 set. 
 
 No. 393 
 
 Headquarters for 
 School Supplies 
 
 It is easier for you to get just 
 what you want here, because no 
 other stock of the needfuls of 
 student life is so complete in each 
 of its divisions, and so compre- 
 hensive as a whole, as ours. Not 
 a ten days' flurry, with an illy-as- 
 sorted stock, — ours is the year 
 'round headquarters for all school 
 supplies. And every detail of 
 this branch of our business is 
 studied as carefully as the student 
 studies his most favored bramh. 
 Here are just a few of the items 
 of interest : 
 
 (A long list of items followed, 
 witli prices.) 
 
 No. 394 
 
 The Conservative 
 Path 
 
 Many years of experience con- 
 vince us that conservati%-e meth- 
 ods are best— best for us and best 
 for customers. Our policy is to 
 conduct the business of the Cor- 
 poration along the most conserv.a- 
 tive lines. In every transaction 
 safety has been placed ab<ive 
 every other consideration. This 
 is purely an Investment Company, 
 not a speculative institution. 
 
 Interest is allowed on deposits 
 at three and one-half per cent. |>cr 
 annum compounded half yearly. 
 
 No. 395 
 
 Your Earnings 
 
 get into the bank whether You 
 put them there or not. If you 
 spend all , Somebody Else deposits 
 your money. 
 
 It's better to do your own 
 banking. 
 
 4 per cent, on saving accounts. 
 
192 
 
 No. 396 
 
 Buy Her a 
 Healthy Home. 
 
 Your bride to be, your bride 
 that is, or your bride that was, 
 should have a convenient home in 
 healthful surroutidings. You 
 need it as much as she, and if 
 little one? come they will need it 
 more than you. Get away from 
 the noisy, crowded city with its 
 impure water, tainted air, shriek- 
 ing; whistles, clanging bells and 
 dirty streets. 
 
 At Kairmount Heights you can 
 have quiet and refreshing rest in 
 pretty surroiindinf;s at the highest 
 elevation in Philadelphia. There 
 are green lawns, clean streets, 
 pure air free from malaria, cool 
 artesian water, perfect sewerage, 
 electric light or gas, two churches, 
 large public school, public library, 
 shady floral park, and no factories 
 of any kind. Twenty minutes by 
 trolley to Philadelphia; ten min- 
 utes by the Reading. Forty trains 
 daily. 
 
 On our monthly payment plan 
 you can buy a cheerful home at 
 just a little bit more than you 
 would pay for rent. How many 
 years have you been throwing 
 your money away? Stop it im- 
 mediately and buy one of our 
 Pomiieiian brick houses. They 
 are fitted with every convenience — 
 gas or coal ranges, steam heat, 
 concrete cellar, tiled bathroom, 
 stationary washtubs, electric light 
 or gas, china closets, large closets 
 in each bedroom , every room well 
 lighted, open fire place, open 
 plumbing, large airy porches. 
 Every portion of our houses is 
 built to make housekeeping easy. 
 Prices range from Jj.oootofy.ooo. 
 Our blue book gives fuller de- 
 scription, map, pictures, etc. It's 
 fre-. Send for it now. Or, bet- 
 ter yet, be our guest at Fairmount 
 Heights next Saturday afternoon. 
 Shili we send you a free ticket 
 with particulars) Address 
 
 Ko. 397 
 
 We Know How 
 
 To Grind and Hone Razors, to 
 sharpen all kinds of cutlery, to 
 re-steel and point picks, to do 
 bnzing, to handle brass work, to 
 repair lamps, to mend umbrellas, 
 to make worn footwear whole. 
 
 And we have the nesessary skill, 
 experience and equipment to do 
 the work just nght — in quick 
 time — at a fair price. Try us. 
 
 No. 398 
 
 Weather Strips 
 Cent a Foot 
 
 Get your weather strips up now 
 before the winds commence to 
 blow. We'll supply you with 
 Best Felt Strips at one cent a 
 ftM)t, delivered at your residence. 
 Or we'll send a man to submit 
 free estimate for weather-strip- 
 ping the whole house. Drop 
 postal, or 'phone Main 626. 
 
 No. 399 
 
 He Who Earns 
 
 a small salary and saves part of 
 that is better of{ than he who 
 earns a large salary and spends all 
 of it. Take out a deF>osit book 
 with us. You will like it. It's 
 business. We pay 4 per cent, on 
 savings accounts. Call and leam 
 our methods of helping you. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 400 
 
 Marketing Be- 
 comes A Pleasure 
 
 When you can do it in a stor« 
 where cleanliness, convenience 
 and comfort are diMinct features. 
 You'll find these things are em- 
 braced fully in our new store. 
 Added to this the superlative 
 quality of our groceries and pro- 
 visions, our generous methods 
 and our prompt and efficient de- 
 livery system — and you have the 
 chief elements of our trade-win- 
 ning combination. 
 
 No. 401 
 
 Taffeta Petticoats 
 
 The nistle and sheen of fine, 
 true, strong, brilliant taffeta silk 
 prove the quality of these petti- 
 coats. 
 
 It takes only one delighted 
 glance for any woman to prove 
 their attractive newness of style. 
 All the best colors — light, deep, 
 solid or changeable. 
 
 I50 to $30 each. 
 
 Good styles at $6, f 7.50, $<) and 
 ^10. 
 
 No. 40S 
 
 To Sell Your Farm 
 You Need the 
 Services of a 
 Specialist. 
 
 Every month several owners of 
 farms find purchasers through me. 
 Finding prospective buyers is my 
 business. Perhaps the farm you 
 have for sale would be just what 
 one of these prospective pur- 
 chasers wants. Hadn't you better 
 see ? It will cost nothing to call. 
 I have buyers waiting for farms 
 close to the city of Warren, as 
 well as for those farther away. 
 See me soon. Better to-day than 
 to-morrow. 
 
 No. 403 
 
 Woman's 
 Advancement 
 
 The advancement of women is 
 nowhere better shown than on 
 the books of the leading banks. 
 
 Women place their money in 
 bank, they draw checks and 
 handle their accounts in a manner 
 that contradicts the idea that they 
 have no heads for business. 
 
 The age, the stability and the 
 record of this bank make it a 
 favorite depository for women. 
 
 No. 404 
 
 Linen Shirts 
 ^1.50 Each 
 
 This morning for particular 
 men's choosing, we have ready six 
 hundred Negligee Shirts of pure 
 linen for Spring wear. All are 
 tiiiished — as Wanamaker's shirts 
 are finished —the best known way. 
 Cut over the best fitting model. 
 
 Plaited bosoms and plain 
 bosoms — half and half. Cuffs 
 are detachable. Sizes 14 to 16. 
 
 Shirts of exceeding good quality, 
 and rarely to he found priced so 
 temperately— $1 .50 each. 
 
 No. 408 
 
 A Paragraph on 
 Prices 
 
 When you speak of low prices 
 some people get enthusiastic ; 
 others get suspicious. Some be- 
 lieve that everything is cheap; 
 others that nothing can be sold 
 below price. Both are half right, 
 both are equally wrong. To be 
 sure, you cannot always buy first 
 quality under price. But there 
 are circumstances that go to make 
 such a situation possible. 
 
 Odd pieces and samples — and 
 samples are always the best pro- 
 ducts of the manufacturer — are of 
 very little use to the factory. And 
 so the way is paved for shrewd 
 purchasing which enables a mer- 
 chant to both buy and sell cheap. 
 And as an illustration of this power 
 we need only mention our sales 
 with_ Furniture, Carpets, Rugs, 
 Portieres, Lace Curtains, Up- 
 holsteries, reduced from J^ to }i. 
 
 No. 406 
 
 Girls' Dresses at 
 $2; worth 
 $4 to $7. so 
 
 A good trade reason — a leading 
 manufacturer's sample line. 
 
 But here's the vital interest- 
 spruce, bright. Summer-like, 
 washable dresses of beautiful ma- 
 terials—lawn, pique, gingham, 
 chambray and cheviot. F.fTective 
 in style and trimming. Ever so 
 many styles. In some cases, the 
 trimming alone is worth more 
 than the present price of the dress. 
 
 At $2 each, instead of {4 to 
 
 I7 so- 
 Some slightly mussed ; all wash- 
 able. 
 
 No. 407 
 
 The Doors of 
 Opportunity 
 
 are always open to those who ob- 
 serve, and act upon what obser- 
 vation reveals 
 
 Observation of West Reading's 
 situation and growth will reveal 
 to you splendid chances of profit 
 in Real Estate, there. 
 
 The West Reading lots we are 
 selling can be had upon such 
 liberal terms that no one need 
 hesitate to invest. 
 
 Ask for map and descriptive 
 circular. 
 
 No. 408 
 
 Trouser Time is 
 All the Time 
 
 Men of good judgment appre- 
 ciate having a pair or two of extra 
 trousers. 
 
 They are handy to have around 
 in a dozen ways. 
 
 Saves the wear of the pair that 
 matches the suit and gives a spice 
 and variety to the wearer's ap- 
 pearance. 
 
 Not necessary to pay a big 
 price to some tailor for them We 
 can fit you just as perfectly in 
 every way. 
 
 Handsome new styles for fall 
 and winter wear in the newest 
 Trouser Woolens— cut in con- 
 servative or extreme styles 
 trimmed in the best manner possi- 
 ble. Perfect fit a certainty. )i. 50, 
 $2, $2 (o or way up to f6.jo. 
 
 We'll Trouser you here to your 
 entire satisfaction. 
 
 No. 409 
 
 Penny-in-the-Slot 
 
 Chocolate 
 
 Machines 
 
 This has been one of the most 
 popular novelties we ever an- 
 nounced and we have been anx- 
 iously awaiting new supplies from 
 the manufacturer. This is the 
 first time any one ever heard of 
 eating the candy and keeping the 
 penny too. Any boy or girl will 
 agree that this is the best savings 
 bank they ever heard of. 
 
 Chocolate Machines filled with 
 ten penny cakes, complete fur 50c. 
 
 No. 410 
 
 Climbing the Bank 
 
 Steps Is 
 Excellent Exercise 
 
 THRIFT SERIES 
 
 People who go to the bank 
 regularly and deposit a part of 
 their earnings get something 
 more than exercise— they are lay- 
 ing the foundation upon which 
 fortunes are built. 
 
 This strong bank pays 4 per 
 cent, compound interest. 
 
 No. 411 
 
 There's a Top 
 Coat 
 
 here that you should look at — 
 and try on — before you make up 
 your mind. 
 
 It's a "Right I-ength" Coat and 
 comes in handsome shades of 
 bniwn, neat gray mixtures — and 
 bUck. 
 
 It's the most stylish garment 
 we have seen in many a day. 
 
 If you would wear better clothes 
 than you did last fall let us dress 
 you— from ankle to crown. 
 
 No. 412 
 
 A Cheerful Blaze. 
 
 Durinff the Fall and early Win- 
 ter, a bright, comfortable fire in 
 your open grate or fireplace made 
 of Cannel Coal will please you. 
 It might almost be said that this 
 Coal was made especially for fire 
 hearths. No dirt, no dust, no 
 trouble. A few pieces when kin- 
 dled produce a delightful fire. 
 You'll like to sit and watch it. 
 
 500 lbs., which gives you a 
 great many fires, cash price, de- 
 livered, 13.32. 
 
 'Phone 123-3. I^ Busy Call 
 250. 
 
 No. 413 
 
 Those Evening 
 Clothes 
 
 Most men think they have to 
 get their full dress suits "made to 
 order" to be right. 
 
 It's a mistake— a superstition. 
 
 We can fit perfectly seven- 
 eighthS|Of the men with our dress 
 suits and give them better tailored 
 g.irments than the majority of 
 tailors can give. Our dress suits 
 will retain their shape and new 
 appearance for years. Price, 
 ^25 00 for complete suit. 
 
 Tuxedo coats $13.50. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 193 
 
 No. 414 
 
 Nothin' doin' in 
 the Burglar 
 Business 
 
 if your doors are protected with 
 good locks. We've ihe famous 
 Yale Rim Night Latch that 
 laughs at skeleton keys and "jim- 
 mies." It has been keeping 
 sneak thieves out of houses since 
 '67, and is everywhere accepted 
 as the best door protector made. 
 Price, complete with paracentric 
 keys and screws, $1.45. 
 
 We've other night latches sim- 
 ilar to the Yale, by other makers, 
 for as little as $1, and standard 
 latches that we can also recom- 
 mend, for 60 cents. 
 
 Brass Chain Bolts hold the door 
 securely when partially ajar. 
 Often just enough to talk through. 
 50c. to $1. 
 
 Brass Door Knockers — again 
 coming in style. Old colonial 
 designs. $1 50 up. 
 
 Brass or Bronze Bolts, for the 
 bath or bedroom doors. 25c. to 
 50C. 
 
 No. 416 
 
 French 
 
 Silk-and-Wool 
 Eoliennes, $i a Yd. 
 
 Silk-and-wool fabrics, particular- 
 ly Eoliennes, will be in highest 
 favor this season for the more ele- 
 gant gowns. This is sufficient to 
 secure the popularity of these ex- 
 cellent labrics,to-day offered at the 
 popular price of $1 a yard. 
 
 The ground is all silk-and-wool, 
 woven with tiny polka-dots in self 
 colors. The colorings include 
 light gray, tan. light heliotrope, 
 reseda, cadet blue, brown, cardi- 
 nal and dark heliotrope. 
 
 42 in. wide, at $1 a yard. 
 
 No. 416 
 
 Booth's Real 
 Home-Made 
 Bread. 
 
 There is no better bread made 
 than the large , well-hrowned 
 loaves of home-made bread we 
 bake and sell. Hundreds buy it 
 because it is better than baker's 
 bread. You'll like it, too— for 
 it's wholesome and nutritious and 
 baked "just to a turn" from the 
 purest flour. Would you "ike us 
 to serve you ? 
 
 No. 417 
 
 The New 
 Walking Skirts 
 
 For the long tramps Spring 
 tempts you to. For shopping 
 tours on bright or wet days. 
 
 Skirts with swing and grace. 
 Light, comfortable and stylishly 
 trimmed. 
 
 This showing must interest par- 
 ticular women. 
 
 At >4.5o - of Melton and home- 
 spun mixtures. 
 
 At Us. 50— Of cheviot and rain- 
 proof mixtures. 
 
 At|7 50— Of herringbone chev- 
 iot and broadcloth ; brown, blue 
 and a few in black. 
 
 At >ij— Of broadcloth, cheviot 
 and plaid materials. 
 
 No. 418 
 
 McClure's 
 Weekly Specials 
 
 Match these goods on Market 
 Street at these prices if you can : 
 
 36-in. Unbleached Sheeting 
 Muslin, 4!-2C.; 6o-in. Bleached 
 Table Linen, 24c.; Ladies' 25c. 
 Gordon Dye Hose, 21c.; Clark's 
 (). N. T. Spool Cotton, soc. doz ; 
 Children's Muslin Drawers, 2 to 
 5 years, gc. pair; Ladies' 25c. 
 Crushed Leather Belt, 15c.; fi 
 Black Satine Petticoats, 65c.; 50c. 
 Batiste Corsets, 18 to 24 in., sgc. 
 
 No. 419 
 
 Men's and 
 Women's 
 Handkerchiefs 
 8c Each 
 
 Values i2}4c to 25c. 
 
 To effect a clearance. Some 
 odd lots, some mussed ; also a few 
 seconds. 
 
 Men's plain hemstitched ; and 
 women's plain hemstitched, lace- 
 trimmed and hemstitched em- 
 broidered. 
 
 Not very many of them. 
 
 The values are i2j^c, 15c, 20c, 
 and 25c— to-day at 8c each. 
 
 No. 420 
 
 The IOC Dress 
 Ginghams at 6c 
 a Yard 
 
 The best proof of the price-say- 
 ings that can be accomplished in 
 this Sale of Dress Ginghams is 
 afforded by the fact that shrewd 
 women are buying largely. And 
 the lot is selling fast. 
 
 Finely woven and sheer. Some 
 beautiful effects in shepherd's 
 checks, neat and fancy stripes, 
 plaids, and plain colored cham- 
 brays. 
 
 At 6c a yard, instead of loc. 
 
 N€>. 421 
 
 We Were Out By 
 Your Place the 
 Other Day 
 
 and it strikes us that we saw some 
 wagons and a few idle machines 
 standing around the barn-yard. 
 Of course you know they are 
 there, and you know that the 
 damage to them will cost more 
 than lumber to build new sheds 
 would cost. Then why not have 
 the sheds? 
 
 We'll sell you all the lumber 
 you want, and make the price 
 way down to the bottom, too. 
 
 No. 428 
 
 Your Lunch 
 To-day 
 
 Pork spareribs with hot slaw is 
 among some of the good things 
 on our merchants' 25c. lunch to- 
 day. This is a delicious dish 
 when properly prepared. 
 
 Beer or wine free with lunch. 
 
 No. 423 
 
 Ever Stop to 
 Realize That 
 Those Second 
 Teeth 
 
 that have just grown in vour 
 daughter's mouth, want looking 
 after by your denti.st at least 
 twice a year? As the girl grows 
 into womanhood, she will value 
 her teeth more and more each 
 year. You are responsible now 
 and if you fail she will never for- 
 give you when a woman. Beauty 
 owes much to pretty, white teeth. 
 Come to these big, busy Denial 
 Parlors, where consultation and 
 adWce is given free for the ask- 
 ing- 
 Open evenings. Maid in at- 
 tendance. 
 
 No. 424 
 
 Men's Derbies 
 $1.75, Worth $2.50 
 
 We weren't a bit surprised yes- 
 terday that these Derbies were 
 snipped up so quickly. It was 
 just in the nature of things. 
 
 To-day the quantity is, of course, 
 depleted ; but the choosing still 
 remains just as good. 
 
 The desigiis are all new this 
 Spring — and in variations to suit 
 anv man's taste. All sizes. 
 
 We told it yesterday — whv these 
 Derbies are $1.7; instead of f 2.50. 
 And {2.50 is conservative, mind 
 you. 
 
 In black only. 
 
 No. 425 
 
 Japanese 
 China Wares 
 
 at a saving. 
 
 Unique, useful articles that are 
 so much admired. The price-sav- 
 ing is appreciable. 
 
 Some of the good things : 
 
 Blue and white Jugs, at 15c, 
 were 25c. 
 
 Blue and white Vegetable 
 Dishes, at 50c, were 75c. 
 
 Colored Sugar and Cream Sets, 
 at 15c, were 20c. 
 
 Blue and white Oatmeal Bowls, 
 at IOC, were 15c. 
 
 With many other odd kinds 
 marked down to clean up stock. _ 
 
 Also some splendid valui s in 
 Tea-pots, which are specially 
 priced at 15c and 25c. Natural 
 Ducks, at 15c. Tea Sets of three 
 three pieces, at 40c. 
 
 No. 426 
 
 An Exhibition of 
 Original Drawings 
 
 — By Hovtard Chandler Christy 
 
 Christy originals— in colors and 
 black and-white. Some illustra- 
 tions for recent publications ;some 
 ch' racter studies of actresses. 
 
 The clear transparent beauty of 
 the pictures will surprise nnd 
 charm even those who know them 
 in reproduction. 
 
 The pictures are all for sale. 
 
 Christy Reproductions— Repro- 
 ductions of many of these and of 
 other works by the same artist, 
 shown near enoneh to the ori>;i- 
 nals for their fidelity to be proved. 
 90c unf ramcd , J 1 3 5 in neat frames. 
 
 No. 427 
 
 Miller & Puritan 
 Oil Heaters, I3.50 
 
 An ounce of prevention is 
 worth a ton of cure. Guard 
 against pneumonia, coughs and 
 colds, by having a little heat in 
 the living rooms and bed rooms 
 these cool mornings and evenings. 
 For the most economical and sat- 
 isfactory heat, choose either a 
 Miller or Puritan Oil Heater— 
 the two standard oil heaters of to- 
 day . Priced as low as f 3 .50. 
 
 No. 428 
 
 Men's White 
 Shirts $1, 
 Worth J 1. 50 
 
 White plaited tMoom Shirts- 
 six hundred of them. 
 
 Linen bosoms. Madras or mus- 
 lin bodies. Twenty plaits on 
 each side. Pearl buttons. 
 
 Cool and handsome. Sizes 14 
 to i6'/i. 
 
 We predict there won't \x any 
 left by the late afternoon. It will 
 be a case of the early bird— that's 
 your cue. 
 
 f I each, worth Ji 50. 
 
 No. 429 
 
 Laid Off 
 Laid Up 
 
 Laid Away 
 
 Mr. Wage Earner : 
 
 Did you ever think what inight 
 happen to you or to your family if 
 any of above should find you » iih 
 no flour in the bin, and no money 
 in the purse? Wouldn't it be 
 wise for you to provide against 
 that day. and to begin Now ? 
 
 Our savings bank accommo- 
 dates all who wish to lay aside 
 small sums. Interest iJaid on all 
 deposits. 
 
 No. 430 
 
 Girls and the 
 Spring 
 
 Spring and Summer bloom in the 
 Girls' Store. 
 
 Pretty Dresses, of washable 
 materials, in all the graceful, cool- 
 looking styles, at |i to $12. 
 
 Coats and Reefers, m newest 
 fashions, at ^4 50 to $12. 
 
 Tailor-make Suits, at $\o to 
 ^50. 
 
 Smart Woolen Dresses, ^^Xo 
 $15. 
 
 Separate Skirts, in dress and 
 walking lengths, at fs to 513.50. 
 
 Sizes for girls of 6 to 18 years. 
 Beauty reigns everywhere. 
 
 No. 431 
 
 Some "If's." 
 
 If you come our way we'll send 
 overflowing values your w.iy. 
 
 If you leave a dollar with us it 
 is merely exchanging the money 
 for its equivalent in groceries. 
 
 If you are anxious to secure 
 goods which are not afraid of the 
 closest scrutiny, this is a good 
 place to come. Glad to greet you 
 at any time. 
 

 194 
 
 No. 432 
 
 A New Safety 
 Razor 
 
 No stropping. No honing. 
 
 Simply a thin two-edged blade 
 that you use until dull and then 
 throw away. 
 
 A dozen of these blades and the 
 complete razor and outfit for $5. 
 
 When the first dozen blades are 
 dull return them without rust or 
 nicks and receive a fresh half- 
 dozen free. 
 
 After that the blades costfi a 
 dozen. 
 
 Men who hare tried them sav 
 they average at least 10 shaves to 
 a blade. 
 
 That's at least 120 shaves for 
 $1 . Costs that much to have your 
 razor honed and sharpened. 
 
 Besides there is no strop nor 
 sharpening machine to bother 
 with. 
 
 Traveling men say it is the 
 greatest thing ever brought out in 
 razors. 
 
 Ask for the "Gillette." 
 
 Sold only here. 
 
 No. 433 
 
 200 Easter Hats 
 at $10 Each 
 
 Exquisitely designed for Easter. 
 Some are copies of our must 
 expensive foreign models Others 
 areour own exclusive ideas. They 
 are high back effects. Dainty 
 little turbans. And sailor effects 
 
 elore. Trimmings of the most 
 autiful flowers, wings, plumes 
 and othermaterials. While many 
 are extreme, they are not gaudy. 
 Worth $1$ to $17. Monday, we 
 say 1 10. 
 
 No. 434 
 
 Diamonds on 
 Installments 
 
 As our prices on diamonds are 
 the lowest in the South we can 
 sell un installments only to those 
 of unquestionable financial re- 
 sponsibility. Our terms, briefly, 
 are : One-fourth cash, the bal- 
 ance in six equal monthly pay- 
 ments. All our diamoncu are 
 marked in plain figures, and in 
 installment selling we charge an 
 advance of 5 per cent, over the 
 cash price — this applying to the 
 deferred payments only. This 
 slight advance is obviously re- 
 quired for extra trouble and time 
 involved. Diamonds sent to re- 
 sponsible people anywhere for 
 insiiection — ^we pay charges both 
 ways. 
 
 Ask for oar Diamond Book and 
 our large catalogue of jewelry, 
 the latter solidly filled with illus- 
 trations and descriptions. Both 
 free. 
 
 No. 435 
 
 75c Embroideries 
 
 Widths up to 10 inches 
 
 15c Yard 
 
 Handsome patterns in swiss, cam- 
 bric and nainsook embroideries ; 
 both edges and insertions; solid, 
 mixed and raised work designs ; 
 clean , crisp, fresh goods, desirable 
 for nearly all purposes; widths 
 range up to 10 inches ; many of 
 them well worth 75c. No 'phone 
 or mail orders. Sale price, the 
 yard, 15c. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 436 
 
 Women's 
 Stockings 
 
 An opportunity of moment. 
 Stockings of fine lisle thread, cor- 
 rect, lasting, well-fitting and com- 
 fortable for Summer. 
 
 And thereby hangs a tale : 
 
 At 25c pair, usually 380 Of im- 
 ported fast black lisle thread, in 
 Richelieu, cluster or small ribbed 
 eSects. 
 
 At 50c pair, instead of $1 — Two 
 styles of fine ingrain lisle thread 
 .Stockings ; one is a brilliant lisle. 
 Qualities that sell at fi a pair. 
 An over-stocked importer sold us 
 the lot at half price. 
 
 No. 437 
 
 Did you ever wear Vici Kid 
 shoes ? 
 
 High time you did then [ 
 
 Soft, comforting leather it is— 
 stretches just enough — m a k e s 
 your feet feel sort of friendly 
 right away. 
 
 And how it does wear — sure to 
 suit you— from start to finish — it 
 won't crack — and it takes an ex- 
 cellent polish. 
 
 Our Milford" shoes — in Vici 
 Kid— cost I3. 00. 
 
 No. 4S8 
 
 Tooth Brush 
 Chance 
 
 No one who has teeth can af- 
 ford to miss the chance we are 
 now offering to get a superior 
 quality 25 or 35 cent tooth brush 
 and a 1$ cent bottle of Kinner's 
 Diamond Tooth Powder for the 
 price of the brush alone. To get 
 these reliable Dupout brushes at 
 our prices— 25 and 35 cents- is 
 alone a bargain worthy of your 
 attention; to get in addition a 
 bottle of the best dentifrice on 
 the market. Free, is an opfwrtu- 
 nity that you should take advan- 
 tage of even if you have to an- 
 ticipate your needs a little. Both 
 of these brushes are guaranteed. 
 We replace either with a new 
 brush any time within three 
 months if there is any defect in 
 material or construction, no mat- 
 ter how insignificant. 
 
 No. 439 
 
 Lake Whitney Ice 
 Is Pure. 
 
 Analysis by Thomas B. Osborne, 
 Ph. D. 
 New Haven Ice Co., Gentle- 
 men: My analysis of the three 
 samples of L^ke Whitney Ice 
 taken at random from your store- 
 house, shows them all to tie of the 
 same remarkable degree of purity. 
 The water obtained by melting 
 e.ich sample was clear, colorless, 
 without taste or odor, and when 
 analyzed proved to be of surpris- 
 ing purity, being by far the purest 
 water I have ever analyzed. Such 
 Ice could be obtained only by the 
 freezing of very pure water, and 
 indicates the absence of those con- 
 ditions under which harmful 
 organisms are developed. The 
 Ice is likewise of very superior 
 physical quality, being clear, 
 d;nse and very free from air, thus 
 rendering its keeping qualities of 
 the highest order. 
 
 Yours respectfully, 
 Thomas B. Osborne, Ph. D. 
 Consulting and Analytical Chem- 
 ist. 
 
 No. 440 
 
 "Saving is the 
 First Great Prin- 
 ciple of Success" 
 
 THRIFT SERIES. 
 
 No man can succeed who is con- 
 stantly hampered by the want of 
 ready money. A savings account 
 is a moral as well as a physical 
 ai.i to indepiendence. 
 
 A dollar is enough to start one. 
 
 No. 441 
 
 Diamond Talks 
 
 Byrd's Diamond Man Dis- 
 courses on Nicks. 
 
 Why are we so particular about 
 showing diamonds? Principally 
 because we are afflicted with tlial 
 old-fashioned thing called a con- 
 science. We sell nothing but 
 perfect stones, because nicked 
 stones are of uncertain value and 
 we should not like to feel that we 
 had wrongi d you. Take this 
 stone, for example: it is worth not 
 over half what its weight and 
 color should command, all be- 
 cause of these little nicks. We 
 could sell these as "commer- 
 cially" perfect stones and maku- a 
 reputation for cheapness by sell- 
 ing them for 25 percent, less than 
 a really perfect stone But we 
 prefer to sell only perfect stones 
 that have definite value. Wc 
 will not sacrifice our 63 years of 
 honorable reputation by selling 
 defective stones. 
 
 No. 448 
 
 Introductory sale of 
 
 "Jessina" Perfume 
 
 A truly delightful Perfume — 
 sweet, strong, penetrating and 
 lasting — made in our own Labor- 
 atory. 
 
 It is a distinctly new Perfume, 
 developed after many experiments 
 by one of our best chemists. 
 
 Put up in 2-ounce bottles, 
 ground glass stoppers, to sell at 
 79c. ; sale price, S9C. 
 
 No. 448 
 
 Fowler Says 
 Buy Good 
 Witch Hazel. 
 
 We sell Extract of Witch Hazel, 
 the best and strongest that it is 
 possible to make. The first run 
 (which is the best) from the still. 
 There is not a drop of anything 
 added. It is Witch Hazel and 
 nothing else. We leave you to 
 add water — if you care to. After 
 you have become disgusted with 
 the ordinary sour, watery kind, 
 biiv a bottle of ours and see the 
 difference. 
 
 Full Pint 25 cents. 
 
 No. 444 
 
 The Biggest Fish 
 
 are always caught with the proper 
 tackle. We sell it. We sell live 
 bait, too. 
 
 Sea Rods, split bamboo, $1 to 
 1 1 so; Greenheart Sea Rods, JI5; 
 Salt Water Outfito. $3, ^3.50, 
 
 Have you our fishing cata- 
 logues? 
 
 No. 445 
 
 Awnings 
 
 Our Awnings are always sativ 
 factory — we are now prepared to 
 furnish this season's new designs 
 in materials and submit estimate. 
 Ri'gular size windows cost put up 
 in best manner, complete, $2.75 to 
 J3 .50 each. 
 
 No. 446 
 
 We Do Dental 
 Work Evenings. 
 
 The working day closes at nine 
 o'clock in the evening in these 
 Dental Parlors. Those of you 
 who cannot come here during the 
 day time can get just as good 
 service in the evening. All Crown 
 and Bridge Work is under the 
 care of skilled specialists who do 
 nothing but attend to this branch. 
 We promise you perfectly painless 
 work, using 22 karat gold for only 
 $$ a tooth. We guarantee all of 
 our work to last— if any trouble 
 we will make it good or return 
 your money. 
 
 Maid in Attendance. 
 
 No. 447 
 
 Easter Neckwear 
 
 The dainty new things that will 
 be in demand for Easter wear may 
 be seen here in great profusion. 
 
 Real Lace Collars for Chil- 
 dren's Coats, qSc. 
 
 Venise Uice Coat Collars, 6?c. 
 
 Black Silk Heavy Collars at J3, 
 $3 50, >5,andl7.5o. 
 
 White Pique Coat Collar Roll 
 Sets, 50c. 
 
 Cream Color Real Cluny Lace 
 Collars, >7 50. 
 
 Real l^ce Stocks with Point 
 Lace Medallion Tabs, 50c. 
 
 No. 448 
 
 Card Engravings 
 
 We are prepared to execute 
 orders for Wedding Invitations 
 and Announcements, At-Homes, 
 Church and Visiting Cards. The 
 work will be done in a most saiis- 
 factory manner and delivered 
 promptly. 
 
 Prices— 100 sets, 
 
 >4.98, I7.98 and ^15.98. 
 
 Plate and fifty tine cards in 
 ■haded old English, ^1.49; in 
 black or Roman type, 89c. 
 
 ■ on cards from customer's own 
 plate, 57c 
 
 No. 449 
 
 Comfort at Night 
 
 Transition seasons are the times 
 for colds. It's wise to be wi-U 
 covered these Spring nights, un- 
 wise to be heavily covered. 
 
 Here are the proper weights, 
 the proper styles, the proper qual- 
 ities of coverings. At low cost : 
 
 At $1.25 each- Silkoline cotton- 
 filled Comfortables, figured on 
 both sides. 
 
 At #1.75 each — Extra-fine Silko- 
 line Comfortables ; filling of fine 
 white cotton ; figured on both 
 sides. 
 
 At Jii.is each— White honey- 
 comb Bed-spreads ; soft-finished, 
 ready for use. 
 
 At fi.jo each — Honeycomb 
 Bedspreads ; fringed all around, 
 Marseilles patterns. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 195 
 
 No. 450 
 
 Does Your Over- 
 Coat Need a New 
 Collar? 
 
 Overcoat weather is almost 
 iil>on us and it is time you were 
 getting yours out to see what it 
 needs in the shape of repairs. 
 Perhaps it needs a new collar, 
 lining, cleansing or pre.ssing; if so 
 bring it to us. We do ihe best 
 work in the city and at the lowest 
 prices for first-class work. We 
 do all kinds of cleansing.pressing 
 dyeing and repairing for men and 
 women in the most satisfactory 
 manner. 
 
 Work called for and delivered 
 free. 
 
 No. 451 
 
 Silk Redingote 
 Coats, I22.50 
 
 Made of the fine, soft black 
 peau de soie, coUarless style ; 
 double box plaits front and back ; 
 braid trimmed at neck and down 
 front ; new full sleeve, plaited 
 gauntlet cuffs ; full skirt, plaited 
 front aiid back — $22.50. 
 
 No. 452 
 
 Sunday's Cake 
 
 Two Saturdays ago we started 
 Cake Specials. Sold out. Last 
 Saturday we did the same. Same 
 specials to-morrow. We want 
 everyone to know the goodness 
 of "Homestead baking. 
 
 Ye Olde Homestead Spanish 
 Bun, 15c. lb.; Ye Olde Home- 
 stead White Mountain Cake, 15c. 
 lb.; Ye Olde Homestead Marble 
 Cake, 15c. lb. 
 
 All of them teeming with rich- 
 ness and goodness. Regular 20c. 
 quality. Baked fresh in the 
 Homestead way. Try a trial 
 pound. 
 
 No. 453 
 
 "More great fortunes are made 
 in real estate thnn in Wall 
 Street."— William Waldorf As'or. 
 
 (Quotation from H . V . A meri- 
 can. Sept g, i()o4. 
 
 "Real estate is the Best prop- 
 erty to own." Do you own any ? 
 Are you laying the foundation 
 for a fortune? The richest men 
 of the age made their millions in 
 real estate by purchasing properly 
 right on the line of great improve- 
 ments. The best real estate in- 
 vestment now offered is our 
 propertjr at Freeport, where the 
 Pa. Railroad is spending {20,- 
 000,000 on its gigantic tunnel and 
 railroad improvements. Their 
 completion will enable jrou to 
 secure enormous profits if you 
 Buy Now. We have the best 
 property, best location. 
 
 Lots iF4qand up. I5 down, $i 
 each montn. 
 
 Near the depot and right on 
 the trolley line to Brooklyn and 
 New York. 
 
 Every improvement; every con- 
 venience; electric light; city water; 
 best schools, all churches, stores, 
 clubs, etc. Title insured by the 
 Lawyers' Title Insurance Co. 
 (capital $8,000,000.) 
 
 Write to-day or call at our great 
 sales days Wednesday, Satur- 
 day & Sunday. 
 
 Write to-day or call at our office 
 for Descriptive Circular, Maps 
 and Free Tickets. 
 
 No. 454 
 
 Building a House 
 
 Ask anyone who has gone 
 through the house building busi- 
 ness and they will tell you not 
 to slight one feature of the plumb- 
 ing and heating. 
 
 Now, in heating and plumbing 
 we want you to understand that 
 we can do anything in tliat line 
 and do it well. 
 
 We have long experience, we 
 have the most skillful working- 
 men of the craft— we have every 
 facility for doing the work per- 
 fectly and at moderate cost. 
 
 Bring in the plans and specifi- 
 cations of your new house — and 
 we will examine them and tell 
 you just how much we wHll do the 
 work for and do it properly. 
 
 We won 't charge you a cent for 
 our estimate. 
 
 If you've a plan in your mind 
 in regard to the heating_ and 
 plumbing, talk to us about it, we 
 may be able to give you some in- 
 formation of a helpful character. 
 
 We can refer to hundreds of 
 jobs done faithfully and satis- 
 factorily. 
 
 No. 455 
 
 C h ocolate-co vered 
 Caramels 
 
 Luscious pieces of caramel 
 candy, enclosed in chocolate. A 
 dainty sweet that yourself and the 
 little folks will enjoy. In one- 
 pound boxes. 
 
 At 20c, regularly 30c. 
 
 No. 456 
 
 Let Us Put 
 Tenants in Your 
 Houses and Col- 
 lect Your Rents. 
 
 The very condition of our list of 
 vacant houses at present argues 
 in the strongest possible terms 
 for your placing your property in 
 our hands. We need more houses 
 right now to meet an actual de- 
 mand. If any of your property 
 is lagging unprofitably on your 
 hands, place it with us and we'll 
 find the tenant who wants it. 
 
 The department of renting and 
 managing property here is orga- 
 nized in a manner that results in 
 the best possible service to owner 
 and tenant alike. It is conducted 
 by men whose sole business is to 
 look out for the houses under 
 their charge — to keep them rent- 
 ed to bring them to the very 
 limit of profitableness to their 
 owners. Their record of succes- 
 ses in the management of Real 
 Estate is a conclusive argument 
 with every owner who seeks the 
 very best possible service. 
 
 To reiterate -we need more 
 houses to meet a demand we have 
 created. Let us have yours. We 
 can obtain tenants at once. 
 
 No. 457 
 
 Bind Your 
 Magazines. 
 
 The cost is little enough and 
 the volumes will be a valuable 
 addition to your library. 
 
 The work we do in this line is 
 as high-class as our printinjj— 
 and you know our kind of pnnt- 
 ing. 
 
 No. 458 
 
 Let Your Pennies 
 Work for You 
 
 Nothing makes money as fast 
 and easily as money, excepting 
 real estate. An equity in a well- 
 located piece of realty in Buffalo 
 is a more valuable asset than a 
 United States bond. It is the 
 best security in the world. It 
 cannot run away, be str)len or de- 
 stroyed. It is the best, safest, 
 surest money-maker in the uni- 
 verse. It is the basis of all value, 
 the foundation of all wealth. It 
 will earn fifty per cent, for you. 
 
 Heretofore real esUte invest- 
 ments were limited to men and 
 women of considerable means. 
 On account of the amount of 
 capital required the person with 
 only a few dollars was shut out 
 hopelessly. But by a plan now 
 in operation anyone can share the 
 profiu and enjoy the security of 
 real estate investment: 
 
 Is down and $1 a week buys a 
 handsome home site. 
 
 This land is located in the 
 beautiful section of Kensington. 
 It is onlv thirty minutes from the 
 heart of the city, the East Utica 
 and Kensington trolleys pass the 
 property. Sidewalks, graded 
 streets, schools, all improve- 
 ments. Prices of lots, $150 to 
 $7,60. Come and see the property. 
 An Agent is on the ground all 
 dav, until 8 o'clock in the eve- 
 ning. Don't delay. Car Fare 
 Free. Maps, plans and infor- 
 mation at the office of 
 
 No. 459 
 
 Window Shades 
 
 In the better class of shade 
 work, we have been always excej>- 
 tionally successful, but will en- 
 deavor this sea.son to outdo our 
 previous efforts — estimates fur- 
 nished on request. 
 
 To those desiring something 
 uncommonly attractive in this line, 
 we would recommend the inspec- 
 tion of our French Linen Lace 
 Shades, ranging from I7.50 to 
 $16.00 each. 
 
 No. 460 
 
 If You Own Prop- 
 erty in George- 
 town or the "First 
 Ward," 
 
 It'll Pay You to Have Us Man- 
 age It. 
 
 We rent houses. We collect 
 rents. We sell property. We'll 
 make your property pay the limit 
 of profit. Glad to have you con- 
 sult us about West End Real 
 EsUte. 
 
 No. 461 
 
 Malacca 
 Furniture 
 
 Bamboo that grows on the Ma- 
 lay Peninsula and comes from 
 Malacca is particularly adapted to 
 furniture purposes. The frames 
 are made in various pretty shapes 
 with the bamboo in combination 
 of natural colors and stains, with 
 seats and backs of rush and split 
 weed woven together. Quite 
 artistic and durable. 
 
 Chairs at $9.25, $ia,|i2.2$, and 
 
 $IV 
 
 Rockers at $12, 512.50 and $13. 
 
 No. 46S 
 
 New Furniture 
 Combinations 
 
 How you will enthuse when 
 you walk about on our furniture 
 floors and take in the hordes of 
 beautiful pieces and sets. Here 
 you see New Furniture - the New- 
 est of the New. Not an old piece 
 in sight We have three times as 
 much real fine furniture as any 
 other store fine but not hith 
 priced. For your own satisfac- 
 tion you should li>ok around and 
 compare. We submit three low 
 priced comb'nations for your con- 
 sideration: 
 
 Bedroom Outfit for $2<).;o. 
 Twelve pieces, including hand- 
 some Oalt Dresser with cheval 
 mirror, bedstead, wash stand, 
 table, two chairs, rocker, towel 
 rack, spring mattress and two 
 pillows. Value $3<) 75. 
 
 Dining Room for $36. Golden 
 Oak Sideboard with fluted posts, 
 French plate mirror, swell quar- 
 tered oak top drawer; six-foot 
 extension table with fluted legs, 
 and six dining chairs. Value $44. 
 
 Parlor Suits for $55. .\n un- 
 usually handsome five-p'ece Par- 
 lor Suite in mahogany finish, up- 
 holstered in fine silk damask. 
 W(K>d work is richly carved and 
 polished. Value $73. 
 
 No. 463 
 
 You Can't Watch 
 Your Valuables 
 
 — constantly, but We Can— it's a 
 part of our business. The Safe 
 Deposit Koxes in our banking 
 vaults afford perfect protection 
 for valuable papers, jewels, etc. 
 Rented $5 year. 
 
 No. 464 
 
 Men's Spring 
 Top-Coats 
 
 The popular Covert Coat is as 
 high in favor as ever, and the de- 
 mand right now is enormous ( >ur 
 stocks are ample, and they repre- 
 sent the smartest styles in the dif- 
 ferent x'arieties that good form 
 has suggested. 
 
 The coats are in light medium 
 and dark shades of brown and 
 
 f;reenish tints ; with serge Noly- 
 ining, satin sleeve-lining, at fi; 
 and $20. Silk-lined Coats, at $20, 
 $22, $2$ and $jo. All of thr*e 
 coats are cut and finished with the 
 utmost care by expert tailors. 
 
 No. 465 
 
 Leather Articles 
 for Women 
 
 Our full and complete stocks 
 present splendid selection for 
 Easter gifts, as well as for the 
 purchaser's individual use. There 
 IS a delightful assortment of new 
 things in vanity bags, hand bags, 
 envelope bags, card-cases, and 
 pocket-books . The leathers show 
 rich colorings of ini|>orted calf- 
 skin and the new fluffed alligator 
 effects. 
 
 In addition to the regular stock 
 there is a special offering to-day 
 of Hand-bags in genuine sea lion , 
 Russian seal and walrus, in black 
 and brown. All new and modern 
 styles, and all fitted. Regular 
 values $4.|;oand $j. 
 
 TO-DAY $i EACH 
 

 196 
 
 No. 4M 
 
 Roses and Other 
 Garden Favorites 
 
 Feel that first Spring tang in 
 the air? Does it stir you? 
 Mother Earth feels it too ; and 
 bestirs herself and plans her 
 Spring wardrobe. So now is llie 
 time tor your garden to begin. 
 
 Holland -Grown Rose Bushes 
 15c each, 2 for 25c, 11.25 a dozen. 
 
 Grown on Manetti roots, ready 
 to be put in the ground right now. 
 All the best-liked sorts. 
 
 And Laiidretli's Seeds— the best 
 seeds— all ready to sprout and 
 " make good." 
 
 Flower .Seeds, 5c a package. 
 
 Vegetable Seeds, cc a package; 
 
 Lawn Grass Seed, )4lb., 15c. 
 I lb., 30C ; 2 lbs., 50c ; 5 lbs., $1. 
 
 No. 467 
 
 Where's 
 
 The man who ever had too many 
 shirts ? 
 
 Good chance to have more at 
 this Manhattan Sale : 
 
 ^3 50 ones, I2.50; $i ones, $2; 
 f 2.50 ones, S>.75; $^ ones, 1^1.35; 
 ^1.50 ones, $1.10. 
 
 No. 468 
 
 Table Linens 
 
 The center of the family is the 
 dining-room table. 
 
 Wise housekeepers realize that 
 they are known by the tables tliey 
 keep. 
 
 And this will please them — the 
 very low prices of these very high- 
 grade linens : 
 
 f i-a-yard Bleached Linens ;wide 
 open-border patterns ; very fine 
 beautiful quality ; the very best 
 f l-a-yard linen we know. 
 
 Dinner Napkins, 24 in. square, 
 at ^3 a dozen. 
 
 Talile Cloths, bordered, un- 
 hemmed; 2x2 yds., at $i each; 
 2 X 2^ ytis.f at IM-So each. 
 
 No. 469 
 
 Easter Ribbons 
 
 The tendency in the ribbon 
 demand is for shaded effects, of 
 which we have an endless variety. 
 The new weaves come in three 
 shades of a color which are so 
 desirable for the deep girdles that 
 are so much worn ; also for mil- 
 linery purposes and such like 
 25c 1075c. 
 
 5-inch .Mousseline Taffeta, 19c. 
 
 4Vi-inch Ombre Taffetas, 25c. 
 
 sK-inch Mesaaline Taffeta, 350. 
 
 jK-inch Ombre Taffeta, 38c. 
 
 We also have a beautiful line 
 of ribbon Hair Bows, made up 
 into a variety of exclusive ideas, 
 at from 50c to {3. 
 
 No. 470 
 
 Do You Realize 
 
 stove time is but a month away? 
 Even now many are making prep- 
 arations for winter, and not a few 
 have selected their heaters with 
 orders to deliver later. 
 
 For years we have been hand- 
 ling the "Radiant Home" and 
 " Estate Oak" heaters. We know 
 them to be good and can give 
 them our strongest endorsement. 
 .All sizes are now on display, sec- 
 ond Door, elevator. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 471 
 
 Exclusive Corsets 
 
 We have arranged a specially 
 interesting showing of late models 
 at l5.cx> and $7.50. The assort- 
 ment comprises forty-six models, 
 each designed for a distinctly dif- 
 ferent figure The very fleshy, 
 the very slight, and the many 
 intermediate figures have been 
 most carefully considered. 
 
 An increased force of profes- 
 sional corset fitters, trained and 
 directed by our well-known artists, 
 will be in attendance. 
 
 No. 478 
 
 Did You Have a 
 Raincoat or Top- 
 coat to Wear 
 Yesterday? 
 
 Needed it badly, did you not? 
 Why delay buying, when every 
 day for the past month and prob- 
 ably for the next six weeks you'll 
 have constant use for one ? 
 
 Think of the comfort to be de- 
 rived from having the right 
 clothes to wear on a rainy day or a 
 cool day. A coat that makes you 
 independent of changeable 
 weather. 
 
 Start out on a cold day, and 
 though it rain before you get 
 home, your coat affords you per- 
 fect protection. 
 
 R. & W. Raincoats are the best 
 — #12, f 15, f 18, $20 and 1^2.50. 
 
 Schloss Topcoats are the best — 
 5io, |i2, I15, |iS and ^20. 
 
 No. 473 
 
 A Favorable 
 Commentary on 
 Raincoats 
 
 All the style and dash of the 
 most distinguished outer-garments 
 can be put into Raincoats. Are 
 now put into these. 
 
 Some new arrivals from Europe 
 are the most effective we have 
 ever seen. In Redingote, semi- 
 blouse— in evcy new style. With 
 smart contra.sting strappings and 
 otiier innovations. Olive, Oxford 
 and tan worsteds, $20, $21 and 
 $22 each. 
 
 No. 474 
 
 Duff's Collej^e 
 
 Is a progressive school. Busi- 
 ness is taught by business men. 
 Here the students become trained 
 accountants, rapid writers, ac- 
 curate calculators, good corre- 
 spondents, accomplished steno- 
 graphers and expert typewriters. 
 Thorough preparation for busi- 
 ness pursuits. Circulars to be 
 had at college office. 
 
 Evening sessions. 
 
 No. 475 
 
 If your trousers have the trick 
 of "crawling up" out of shape or 
 if they are no longer a credit to 
 your coat, come in and see our 
 specials this week. 
 
 F'ashion no longer demands 
 that the trousers should be the 
 same piece as the coat. 
 
 Here are 22 different patterns — 
 can suit all tastes and all legs — 
 $3 So.?4 00, $5.00. 
 
 No. 476 
 
 New Paris Silks 
 
 One of the most beautiful silks 
 that has come from Paris this 
 season is the Eclair Glace, a plain 
 two-tone silk, 44 inches wide, soft 
 as crev>e de C hine, but in a plain 
 lustrous weave, in the most effect- 
 ive two-tone effects that have ever 
 been brought out. The combina- 
 tions include the following : 
 
 Nile green-and-white, green- 
 and-blue, ciel-and- white, pink- 
 and- white, marine blue - and - 
 brown ; brown-and-green, marine 
 blue-and-tan, mais-and-white, tan- 
 and-white, tu'quoise-and -white, 
 light blue-and-beige, apricut-and- 
 white. 
 
 The Eclair (Uace Silks are 
 suitable for simple or the most 
 elaborate evening dresses. 
 Double width, at 52.50 a yard. 
 
 No. 477 
 
 Linen Specials 
 
 There is really no good reason 
 why we should cut prices on this 
 stock because we snail have to 
 pay more when we re-order; but 
 It IS not our policy to allow any 
 goods to linger or sales))eople to 
 stand idle when a shearing of 
 profit will make a busy counter. 
 That accounts for Monday's ad- 
 vantageous prices told of below. 
 
 No. 478 
 
 "Suppose I Die" 
 
 We have helped the people to 
 answer that question for half a 
 century or more ; to make provis- 
 ion for their survivors. We do 
 more ; we assist men in making 
 provision for their old age, when 
 their money-producing power is 
 waning. Get our free booklet, 
 'The How and the Why" It 
 brushes cobwebs from the brain. 
 
 No. 479 
 
 Extremely Low 
 Prices for Sewing 
 Machines 
 
 It pays the woman who has her 
 sewing done at home to own a 
 first-class sewing machine. By 
 this we mean one that turns out 
 good work quickly, not a machine 
 in a fancy case. If you think with 
 us, note this comparison of prices, 
 our prices and the general market 
 prices on sewing machines, before 
 you buy. 
 
 |i8 for machines that list at S40. 
 
 I22.50 for machines that list at 
 $So. 
 
 fzs.oo for machines that list at 
 ^. 
 
 $27.50 for machines that list at 
 $65.00. 
 
 No. 480 
 
 Old Hickory 
 Furniture 
 
 Fmpiture with the bark on it, 
 made in large comfortable Chairs, 
 Settees, Tables, etc., built to last. 
 It is proof against rain, and for 
 the porch or lawn is particularly 
 appropriate. 
 
 Chairs, $2.50 to $10.00. 
 
 Settees, $8.50 to $15.00. 
 
 Tables, $3.50 to $5.00. 
 
 No. 481 
 
 Roof Men 
 
 of Ability. 
 
 We're practical and expert roof 
 men. Every job is done right 
 and is fully guara^iteed. We 
 paint and repair roofs. 
 
 No. 482 
 
 Walking Skirts 
 
 These are the days that call for 
 something firmer, snugger, and 
 fitter than the light Tub .Skirts 
 that have been doing duty during 
 June and July. To meet the call, 
 here are a hundred Walking 
 Skirts, just received from our 
 buyer who is now in New York. 
 Sightly, sturdy stuffs, hefty 
 enough for early Fall wear and 
 not too Weighty for the coolish 
 days that are sure to slip in be- 
 tween August and September. 
 
 Walking Skirts made of brown, 
 black and blue plain and camel 's- 
 hair serge — seven gores, a wide 
 tuck covering each seam, falling 
 loosely and finished at the knee- 
 line with self-tabs. 
 
 Walking Skirls made of grayish 
 mixtures in dim plaids — choice 
 mannish fabrics— seven gores, 
 flat seams with double plaits let- 
 in below the knee. 
 
 $5 would be a very fair price 
 for such styles and qualities. 
 We've never offered better ones 
 at that figure, but these are to be 
 sold at $3.50. 
 
 No. 483 
 
 Women's Gloves 
 
 Two 
 
 • favorites are ready 
 
 in the full Spring assortments. 
 
 The Princess May glace and 
 suede gloves for women, in all the 
 shades, including black and white, 
 $1 a pair. 
 
 The Royale Kid Gloves for men, 
 in outscam and pique stitching, in 
 all the new shades of tan. $1.50 
 a pair. 
 
 No. 484 
 
 No Business 
 
 is too big to ignore the 2 per cent, 
 interest we allow on deposits sub- 
 
 i'ect to check. The larger the 
 >usincss the more it amounts to. 
 
 No. 485 
 
 Attractive 
 Dress Linens 
 
 _ The present season's craze for 
 linen suits has stirred up our 
 Linen Store to unusual prepara- 
 tions to meet the demands. Dur- 
 ing the recent weeks we have 
 heard much enthusiastic commen- 
 dation of the Dress Linens here 
 shown. 
 
 Here are a few suggestions of 
 the popular sorts : 
 
 Embroidered Linen, in Swiss 
 designs, dots and figures, for 
 shirt-waists and suits, at 65c, 75c, 
 85c, $1 and $1.25 a yard. 
 
 French Grass-bleached Linen ; 
 double width ; 47 in. wide, at 75c 
 a yard. 
 
 Plaid Linen Dimity — snow- 
 white — a sheer, beautiful fabric 
 for shirt-waists ; 32 in. wide, at 
 65c a yard. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 197 
 
 No. 486 
 
 Appel's 25-cent 
 Prize Package 
 Sale 
 
 This week, Friday, at 3 o'clock 
 p m., in the basement. 
 
 500 packages, each containing 
 merchandise to the guaranteed 
 amount of 25c., will be placed on 
 sale at, each, 25c. 
 
 You take your choice of any 
 in the lot; only dependable mer- 
 chandise will be enclosed in these 
 packages, such as Hosiery, Un- 
 derwear, Lawns, Calicos, Muslin, 
 Dress Goods, Laces, Ribbons. 
 Millinery and the like. We will 
 guarantee each package to contain 
 at least 25c. worth of merchandise, 
 but many will contain more. 
 
 Inside these packages ten $1 
 bills will be enclosed, one to each 
 ten packages. If you were bom 
 under the Lucky Star, your selec- 
 tion ought to be a I rize package; 
 if you were not born under any 
 particular Omen of Good For- 
 tune, you will get a big money's 
 worth anyhow. 
 
 This sale is the third of its 
 kind; it has proved popular with 
 the people, because they have 
 always received their money's 
 worth. Remember the day and 
 hour; Friday, August 12, at 2 
 o'clock. 
 
 No. 487 
 
 Women's Gloves 
 
 Our stocks are complete with 
 all the new Spring and Summer 
 gloves, in the various proper 
 shades. 
 
 Suede Lisle Gloves in all the 
 new shades, also black and white, 
 at 25c, 50c and 75c. 
 
 The new Mesh Gloves, lisle 
 palms and silk net backs, at 50c 
 and 75c. 
 
 Silk Mesh Gloves at $1 . 
 
 Elbow-length Silk Gloves in 
 colors, also black and white, at $1. 
 
 The Kayser Double-tip Silk 
 Gloves, in colors and black and 
 white, at 50c, 75c and $1. 
 
 No. 488 
 
 To Mothers 
 
 You know, perhaps, by this 
 time, that a growing boy, 12 to 18 
 years old, is very hard to fit. The 
 ''awkward" stage, clothiers tell 
 you, can't be helped. But a great 
 part of this awkwardness isn't due 
 to the boy at all , but to the clothes 
 he wears. Makers sort of took it 
 for granted that a growing boy 
 couldn't be fitted well and didn't 
 try 
 
 For some time we have been 
 giving this matter very close at- 
 tention and if you want to see 
 how your boy looks in clothes 
 that fit, bring him in any day and 
 let us put a new Fall suit on him. 
 
 Doulile and single breasted, 
 two-piece and three-piece. New 
 stvles are handsome. $2.50 up to 
 fb.so. 
 
 No. 489 
 
 White Petticoats 
 in Golf Lengths 
 
 We have an attractive collection 
 of Women's Cambric Petticoats 
 in the pedestrian or golf length, 
 so convenient for wear with short 
 skirts. 
 
 Popular styles are shown at 
 $1.50, $2.25 and $2.75 each. 
 
 No. 490 
 
 New Spring Coats 
 
 Covert Coats — the elegant high- 
 class tailored garments- from the 
 short, natty, tight-fitting coat to 
 the long fitted or PaddcKk style ; 
 also all the newest short and long 
 loose models in light tan and 
 black— $12.50, $15.00, $18.30, up 
 to $40 00. 
 
 Silk and Lace Coats for practi- 
 cal or dress wear — #15.00, $18 50, 
 $20 00, $25.00, $35xx>, $42.5oup to 
 $175.00. 
 
 No. 491 
 
 One Way to 
 Economize 
 
 is to do your own shaving. If 
 you need shaving three times a 
 week you save 45 cents, and 
 numerous tips. 
 
 Shannon's Dollar Razor will 
 save you $25 in a year. Ask any 
 of the thousands of users. 
 
 If you haven't the knack of 
 using a long bladed razor get a 
 Gillette Safety Razor. It has 12 
 double edge blades, each good for 
 20 shaves. 240 shaves without 
 sharpening. $5. 
 
 Our Traveling Case is a handy 
 outfit. Contains safety frame, two 
 blades, shaving soap, brush, 
 comb and cosmetique. Complete 
 for $5. 
 
 Siar Safety Razors, for a safe, 
 clean shave, $1.25. 
 
 No. 492 
 
 A Bevy of 
 Shirt-waist Suits 
 
 Lawn, duck, Swiss muslin, 
 linen , chambray^all the fair array . 
 
 Not merely a plain shirt-waist 
 and a pl.iin skirt. 
 
 Suits with character, tailored or 
 prettily trimmed, with a carefully 
 conceived design . Well-fitting. 
 
 Prices undeservedly modest : 
 
 At $4.50 — Of lawn ; plaited 
 blouse waist, ii-gored skirt, each 
 gore plaited. 
 
 At $5 —Of duck or plain or dot- 
 ted lawn ; blouse waist, plaited or 
 trimmed with lace insertion ; gored 
 skirt, with insertion of lace or 
 shirred flounce. 
 
 At $6— Of lawn or dotted Swiss 
 muslin , waist plaited, trimmed with 
 lace or embroidery insertion ; gored 
 skirts, side-plaited or with shirred 
 flounce. 
 
 No. 493 
 
 Let Us Fix 
 Your Furniture 
 
 Don't destroy your old furni- 
 ture because it is shabby. Send 
 it to us and we'll make it look 
 good as new again . 
 
 We frame pictures and show 
 you too designs to select from. 
 
 No. 494 
 
 Men's Half Hose 
 
 For 6,000 glad feet. 
 Here are 3,000 pairs of fancy 
 imporied Half Hose. 
 
 Many kinds, few of each. 
 None under 50c qualities. 
 Sizes qVa to 11. 
 Now 20c. 
 
 No. 495 
 
 The 'Hawkeye' 
 Refrigerator 
 Basket, $3.25. 
 
 This basket best solves the 
 problem of keeping a good lunch 
 pood. Has no superior for out- 
 ings, traveling, for the sick room, 
 office, etc. Constructed of the 
 toughest finished rattan, with as- 
 bestos and hair-felt packing 
 metal lining. Ice compartment 
 maintains an average temperature 
 of 50 degrees for 24 hours. Water- 
 tight, moisture-proof, non-rust- 
 able Price $3.25. Inspect it. 
 
 A Gas Toaster Special. 
 
 A practical and satisfactory 
 bread toaster, such as is regularly 
 Sold at 40C. An advantageous 
 purchase enables us to price them 
 at 2;c. 
 
 More $1 Bath Sprays, 75c. 
 
 If you have delayed securing a 
 good bath spray, you may obtain 
 one now. Another shipment of 
 these sprays — white rubber, with 
 large nickel nozzle, 75c. 
 
 No. 496 
 
 Aluminum 
 Kitchen Ware 
 
 Aluminum Ware has come to 
 make cooking easy and eating 
 safe. 
 
 Food can boil until dry in alum- 
 inum, without stirring or burning. 
 
 Griddle cakes can be fried on 
 aluminum without grease. 
 
 Aluminum cannot flake, cannot 
 bum on an ordinary fire, contains 
 no acids, is mm-porous, imj>er\'i- 
 ous to impurities. 
 
 Lighter in weight, longer in 
 wear, cleaner and better-looking 
 than any other. 
 
 And not expensive : 
 
 Round Griddles, $1.70, $2.50, 
 
 $2 75- 
 
 Oblong Griddles, $2.35 to $5.25. 
 Bread Pans, at 35c. 
 Pie Plates, at 15c to zsc. 
 Roasting Pans, at 90c to $1.50. 
 Rice or Milk Boilers, at $1 to 
 
 $2.IO. 
 
 No. 497 
 
 The Brighton 
 Fruit Press 
 
 is the very thing for extracting 
 juice for making jelly or fruit 
 )uices. No. 2 is the usual family 
 size and sells for ft .75. 
 
 Silver's Fruit Press, much 
 smaller but very satisfactory, is 
 only 35 cents. 
 
 Preserving Kettles in all sizes. 
 
 No. 498 
 
 New Jacquard 
 Silks 
 
 that will wash splendidly 
 
 35c a Yd. 
 
 Monday we place on sale 50 
 pieces of jacquard silks ; these are 
 only half silk, but they will wash 
 all the better for that ; a beautiful 
 range of patterns and many new 
 color combinations ; 28 inches 
 wide ; just the thing for spring 
 and summer suits ; the choicest 
 patterns will sell first ; make your 
 selection early. Sale price, the 
 yard, 35c. 
 
 No. 499 
 
 American Fence 
 
 is a good Fence. Because it is 
 made from the best open health 
 steel — Because it is heavily and 
 evenly sal vanized— Because it can 
 be perfectly stretched over un- 
 even ground Because the heavy 
 sny mires are Hinged at every 
 joint and it always keeps smooth 
 and straight. American Fence is 
 a good Fence to buy — Because, 
 while it is heavier and more dur- 
 able than any other, it Costs I.es< 
 Money. I sold over five carloads 
 last year and am going ttMt-cll 
 seven carloads this year. ^Thc 
 high quality of the Fence and the 
 Low Price will do the business. 
 Two or three carloads always on 
 liand. 
 
 No. 500 
 
 Trimmed Hats, ^5 
 
 Exquisite copy of models of Par- 
 isian creations and also many of 
 our own magnificent styles. This 
 famous line of millinery is sufKrri- 
 or to hats sold elsewhere at l$7 30, 
 and the equal of most hats for 
 which double our price is asked. 
 
 No. 501 
 
 Chapman's "Ad" 
 
 Next to a "Mansion in the 
 Skies," is the McPherson Man- 
 sion with 800 acres of choice land, 
 situate in Livingston County at 
 the most fertile point in the (ien- 
 esee Valley. Outside the "Garden 
 of Eden" this is probably one of 
 the best farms ever offered for 
 sale. The big residence alone 
 cost 25,000; an ideal spot for a 
 country gentleman to live in lux- 
 urious comfort. From 25 to 8<o 
 acres may be purchased with the 
 mansion and bams. The land 
 not sold with the main buildings 
 will be sub-divided and sold in 
 smaller farms. 
 
 Our list of small and medium 
 sired farms and village homes is 
 always open for insfiection to 
 prosjiective purchasers. 
 
 Money to loan. 
 
 No. SOS 
 
 The Sorel Hat 
 
 At present the French metropo- 
 lis is wild over the beautiful hats 
 worn by Cecile Sorel at the Com- 
 edie Francaise. We are showing, 
 to-day, hats that are exact copies 
 of those that have start-d the rage 
 in Paris. 
 
 Another striking novelty is pre- 
 sented by the new Reboux Polo 
 Hats. "I'hese exclusive little tur- 
 bans are built entirely of violets, 
 geraniums, American Beauty and 
 other roses. They present one of 
 the most cliarming new styles of 
 the season. 
 
 There are besides hundreds of 
 other newly trimmed hais that 
 have originated with our own de- 
 signers, as well as scores that arc 
 produced from direct information 
 received from Paris. 
 
 No. 503 
 
 Store Your Furs 
 
 Preparations are complete for 
 the Storage of Furs during ti.e 
 months when they need expert 
 protection. 
 
 Facilities for renovating and 
 repairing are of the highest order. 
 
 The cost is moderate. 
 
198 
 
 No. 504 
 
 Showing of 
 Easter Novelties 
 
 Here are all the cute little re- 
 membrances for Easter time. 
 They are all priced low and in a 
 great arrajr of suhjects. 
 
 Baby with voice in egg— 30c, 
 60c. 
 
 Large white rabbits— 98c. 
 
 Egg faces -1 5c. 
 
 Mechanical wbbits — 4gc,6oc. 
 
 Happy Hooligan eggs — 5c, 10c. 
 
 Buster Brown eggs— i.jc. 25c. 
 
 Foxy Grandpa eggs— 5c, loc. 
 
 Rabbit and nest — 15c. 
 
 Rabbit eating carrots— 50c. 
 
 Rabbit and cart — 60c, f 1.00. 
 
 Chicken and basket — loc, 5c. 
 
 There's a good lesson in them, 
 and if you want to take them 
 home to delight the little ones in 
 telling them the Easter legends 
 they're on the Main floor. 
 
 No. 505 
 
 You Remember 
 
 the good old days way back 
 yonder on the farm — how your 
 mother used to make the nice 
 sweet home-made Kettle-Ren- 
 dered Lard, and how different 
 everything used to taste then ? 
 Don't you know that you can get 
 the same tasting Home Kettle- 
 Rendered Lard made by I. N. 
 Voorhees & Co. at 247 Morris 
 avenue ? No coloring matter in 
 ..this lard Many housewives have 
 tried it in the past few weeks, 
 and are enthusiastic in praise of 
 it. Put up in 3 , < and lo-lb. pails, 
 and loose, lac. a lb. 
 
 No. 506 
 
 Special This Week 
 McClure's 
 
 Dep't Store aznd and Ridge 
 Ave. 
 
 We're out of the high-price 1 
 district, hence these out-of-the- 
 way prices. 
 
 Best Lancaster Gingham, s'^c. 
 yd.; 8c. Unbleached Sheeting, 
 36in. 5c. yd.; 8c. Outing Flannels, 
 SHc. yd ; 50c. Corset Covers, 
 3SC.; i2'..c. Ladies' Black Hose, 
 9c.; 25c. Men's Gauze Vests, 17c. 
 
 No. 507 
 
 Creamy Candy 
 
 At 20c a pound, worth 35c — 
 Old-fashioned Italian creams. 
 Luscious pillows of cream with a 
 rich ch'icolate covering. For 
 dainty teeth— and sweet. 20c a 
 pound, worth 35c. 
 
 No. 508 
 
 School Supplies 
 the Children Like 
 
 are the kind you find here. Every 
 giKid thing for making school 
 wurk easy. 
 
 New and second hand .School 
 Books bought, sold and ex- 
 changed. Money saved you in 
 this. 
 
 Our "Grammar School Tablet" 
 is the standard margin line tablet. 
 Every other good kind of tablet 
 here also. 
 
 This store will be open to- 
 morrow (Tuesday evenmg) to 
 accommodate the school trade. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 509 
 
 Eat! 
 
 When yoo happen to be in 
 Oswego long enough to get hun- 
 gry you can find no better place 
 to satisfy your appetite than at 
 the White Front Bakery. 
 
 There you will find the best 
 short order lunch counter in Os- 
 wego, and you can get anything 
 you want to eat. You will be 
 treated white, too. 
 
 No. 510 
 
 Ready-to- Wear 
 Hats 
 
 It gratifies us to talk about this 
 collection. It will gratify you 
 to see it. 
 
 Ever day brings additional 
 beauty — new models with still 
 later, more alluring touches of 
 jauntiness and style. 
 
 Interesting H<n>elties among 
 Tricomes, long, narrow Admiral 
 shafws, small, quaint. Turbans, 
 and flat Sailor Hats ; most becom- 
 ing and prettily trimmed. New 
 coTor-eflec ts. 
 
 Shapes for all faces, fi.75 to 
 ^10. 
 
 Nn. 511 
 
 There are many examples to 
 show the folly •>( having life in- 
 surance made payable directly to 
 inexperienced or incompetent 
 beneficiaries. 
 
 You can avoid such misfortune 
 by making this comp.iny your 
 beneficiary in trust. Many shrewd 
 business men are doing so. 
 
 Call or send for our booklet 
 " Relating to Wills, etc" 
 
 No. 51s 
 
 Value in 
 Underwear 
 
 Men's, Women's and Children's 
 Underwear in Spring and Sum- 
 mer weights and of all-the-year- 
 round excellence. 
 
 Care has been taken — extra 
 care — not only for coolness, venti- 
 lation, absorbency, worth and 
 good looks, but for all the little 
 details of comfort, t'K). 
 
 And the prices are more modest 
 than the values : 
 
 Women's Underwear 
 
 At i8c each, worth 25c- White 
 
 ribl)cd, lisle-finished Vests; low 
 
 neck, sleeveless ; trimmed all 
 
 around with pretty pattern of lace. 
 
 Men's Underwear 
 
 At 37^c each— Fine gage light- 
 weight ecru-color cotton Shirts or 
 Drawers ; shirts with short or long 
 sleeves ; drawers in short or long 
 inseam. 
 
 Children 's Underwear 
 
 English white gauze cotton 
 Vests ; low neck , with short sleeves 
 or sleeveless ; or hiijh neck, with 
 short sleeves. Prices range from 
 z;c to 5ac, according to size and 
 style. 
 
 No. 513 
 
 Diamond Rings 
 
 Gems chosen by a judge, and 
 mounted by an artist. Here you 
 are ^e, yet you pay only moder- 
 ate prices. 
 
 An eighty-six-year-old house. 
 
 No. 514 
 
 Women's Lawn 
 Waists, 50c 
 
 Made to sell at 9<c. The first 
 lot went on sale this week and 
 was sought by crowds of shoppers 
 with great eagerness. No won- 
 der. The value is simply extra- 
 ordinary. Known popularly as 
 "Chic" Waists. 'This time we 
 place on sale exactly ■ ,500 waists. 
 
 Made of good quality white 
 lawn, with deep round yoke front 
 and back, formed of lace inserting 
 and strips of narrow lawn, joined 
 by fagoting, attached stock collar 
 to match yoke, graduated tide 
 plaiting below yoke forms full 
 blouse, which is embellished with 
 two embroidered medallions, new- 
 est full sleeves and tucked cuffs. 
 Quantity being limitrd, we will 
 sell only two to a customer. i\X. 
 
 No. 515 
 
 Reading the Title 
 Clear. 
 
 The possession of a title policy 
 by this company is proof to all 
 the world that the title to your 
 real estate is clear. Not only 
 this, but should anybody ever 
 dispute it, we will defend you 
 with our capital, surplus and the 
 double liability of our stock- 
 holders, and in the event of any 
 possible loss, make you whole. 
 No greater protection could be 
 asked. It is yours for a small 
 fee. 
 
 No. 516 
 
 St. Patrick's Day 
 Candies 
 
 To give the table a typical 
 emerald tone — green candies, pure 
 and delicious^ prepared for the 
 day's celebration : 
 
 Green Shavings, 40c a pound. 
 
 Green Chips, 40c a pound. 
 
 Green Bijou Drops, 3oca pound. 
 
 Green Buttercups, 2;c a pound. 
 
 Green Pipes, 25c a pound. 
 
 Green Shamrocks, 25c a pound. 
 
 No. 517 
 
 A Sale of 
 Fine White 
 Bedspreads 
 
 First is a collection of beautiful 
 Satin Damask Bedspreads, for 
 single or twin bedsteads. They 
 are imported from one of the best 
 foreign manufacturers. The 
 grounds are snow-white, with 
 most beautiful deslens in relief, 
 decorated with beautiful printed 
 border patterns and detached de- 
 signs. These bedspreads sell 
 regularly at J7, but by reason of 
 our special purchase, we are able 
 to offer this limited lot at $4 each. 
 
 No. 518 
 
 Educational 
 Advantages 
 
 never nas me lempie v.onege 
 at Broad and Berk sts. been in 
 better condition to impart to 
 male or female a thorough edu- 
 cation in forty-six different 
 
 Kr:inrhf»« T^av nr Fv^ninir ( !ours- 
 
 catton in forty-six ditterent 
 branches. Day or Evening Cours- 
 es. Terms very moderate. 
 Full information on request. 
 
 No. 510 
 
 The New 
 
 Spring Shirts 
 
 Plain bosom negligee models 
 seem to have struck twelve this 
 time, though the pleated and stiff 
 bosom coat shirts are also in high 
 favor. We present an exhaustive 
 series of the three. They are of 
 the finest percale, madras, chevi- 
 ot, linen and fancy weaves, woven 
 in this country and abroad. The 
 designs are varied - from grave to 
 
 fay, from conservative to daring, 
 "he prices begin at one dollar 
 and raise at intervals of fifty cents 
 to four-fifty. With the shirts that 
 cost two dollars or more we pro- 
 vide an extra pair of unlaund> red 
 cuffs, which your seamstress may 
 ssw on, after the attached pair are 
 beyond further service. 
 
 Hold this in mind : be your pro- 
 portions normal or abnormal, in 
 wliole or in part, with short arms 
 or long, we can provide a perfect 
 fitting shirt ready for your service. 
 
 No. 520 
 
 Crab Cutlets loc. 
 each. 
 
 Made from fresh crab meat. 
 They are just a hint of the many 
 
 food things you'll find in our 
 >elicatessen Department. 
 Other cuirent offerings are: 
 Rice Croquettes, 30c. doz. j Beef 
 Bologna, iiVic. lb.; Sliced Beef 
 Tongue, 50c. lb. 
 
 Many "housewives are finding 
 it a great convenience to supi>ly 
 their tables with attractive ready 
 cooked edibles from this depart- 
 ment. 
 
 No. 521 
 
 St. Patrick's Day 
 Favors 
 
 A handsome selection. 
 
 Little things that contribute 
 their mite towards the sentiment 
 of the St. Patrick's Day dinner : 
 
 Green Boxes, with hat and 
 pipe , 30C each . 
 
 Black High Hats, with pipe, 
 15c each. 
 
 Green High Hats with pipe, 
 ajc each. 
 
 Green Boxes, with harp, 10c 
 each. 
 
 Green Boxes, with flag, 15c 
 each. 
 
 Shamrock Boxes, with pipe, 
 15c and 25c each. 
 
 Harp Boxes, loceach. 
 
 Green Baskets, loc each. 
 
 Irish Heads, 20c and soc each. 
 
 No. 522 
 
 Saturday 
 
 for introductory purposes we will 
 put on sale two food products that 
 have unusual merit. They are 
 made of the very best materials in 
 the very best and cleanest facto- 
 ries. Maple Ridee Print Butter, 
 lb. 25c. Euclid Butter Crackers, 
 pkg. loc. To every cash pur- 
 chaser of this famous butter we 
 will give alwolutely Free, 1 pack- 
 age Butter Crackers. 
 
 Never before have we been 
 enabled to put a combination < f 
 this kind on sale, where both 
 items ore at the top of the list for 
 excellence, and if we have one 
 dissatisfied customer we will glad- 
 ly refund the money. 
 
 Come to the store and see our 
 display of fruit and vegetables. 
 .Make your own selection, it pays. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 199 
 
 No. 52.'i 
 
 Vanilla That Is 
 Vanilla. 
 
 Much vanilla that is sold does 
 not contain a particle of vanilla. 
 
 The pure food law of Pennsyl- 
 vania requires that articles be 
 lalwled just what they are or con- 
 tain. 
 
 This gives you protection. 
 
 If you happen to have an empty 
 vaniUa bottle look at the laliel. 
 
 It likely is la lieled "'compound" 
 or "colored" or "This is a com- 
 pr>und of half synthetic extract 
 of vanilla and half extract of 
 tonka" or "4-5 tonka and 1-5 
 vanilla." 
 
 Such statements on the label 
 brand the extract as impure. 
 
 And yet such vanilla is sold in 
 our town. 
 
 Tonka is a good tobacco flavor- 
 ing but is not fit f<ir food. 
 
 "Synthetic extract vanilla" is 
 made from coal tnr. 
 
 REAL VANILLA. 
 
 Our vanilla is nothing but 
 vanilla. 
 
 It is made from selected vanilla 
 bean. It is not colored artificial- 
 ly. It is allowed to "age" or 
 "rioen." 
 
 'This gives it a delicate smooth- 
 ness, a peculiar aromatic richness 
 in flavor obtainable in no other 
 way. 
 
 Our vanilla is the finest vanilla 
 it is possible to produce. 
 
 Note these reasonable prices: 
 
 I oz. IOC, 4 oz. 35c.; Yi pt. 
 6sc.; I pt. #1.25. 
 
 No. 524 
 
 For the Bride 
 at Eastertide 
 
 Matching Lingerie Sets — trous- 
 seau sets. 
 
 For Easter brides or any woman 
 who likes to have pretty underwear 
 a part of her new Spring ward- 
 rolie. 
 
 The styles are as new as the 
 sets. But the same old dainti- 
 ness, and exquisite workmanship 
 distinguish each garment. 
 
 You will notice that the prices 
 are exceptionally small : 
 
 At #6.25 a set — Nightgown, 
 Skirt-chemise and Drawers of 
 nainsook, trimmed with fine em- 
 broider)', lace and ribbon. Night- 
 gown has square neck and short 
 sleeves. 
 
 At 1^10 a set — Nightgown, Cor- 
 set Cover and Drawers of fine 
 nainsook, elaborately trimmed 
 with lace and insertion, beading 
 and wash ribbon. Nightgown 
 has round neck and short sleeves. 
 
 No. 525 
 
 Little Home 
 Fixings 
 
 are done quicker and neater if 
 you have the right tools and 
 materials. We sell both. 
 
 Brass Hooks that fit any moul- 
 ding, for hanging pictures, ^ix. 
 doz. up. 
 
 New Drawer Handles and a 
 little varnish will make an old 
 bureau equal to new. Half hun- 
 dred styles. 25c. a pair up. 
 
 Furniture Polish, 15c. can. 
 
 Paint Brush, loc. 
 
 Tacks and tack hammers in 
 styles and sizes too numerous to 
 mention. 
 
 Everything in home tools. Our 
 catalogue for the asking. 
 
 A big assortment of knobs, 
 fasteners, bolts; all kinds of locks, 
 hinges, catches, lifts, etc. 
 
 Our repair shop is the place to 
 send things ot metal to be 
 mended. 
 
 No. 526 
 
 Don't Carry Linen 
 Table Spreads and 
 Napkins to the 
 Picnics 
 
 when you can come and get a 
 large crepe tahlespread, 12 nai> 
 kins and 12 doylies, for 25 cents. 
 
 They are good cjualitv — made 
 on purjwise for picnics, all in sets 
 to match. Use them and leave 
 them. It is cheaper than you can 
 get your linen laundered. 
 
 We can give you 100 paper 
 napkins for loc. for excursion 
 picnics. 
 
 Look in otir show window — 
 west side. 
 
 Our new and large stock of 
 gilt and cheaper grades of crepe 
 paper napkins is very attractive. 
 
 Another stock of cheap base 
 halls and catchers' and fielders' 
 mittens just received. A few 
 more bargains in Ball Clubs and 
 Boys' Masks, at 
 
 No. 527 
 
 Variety in the 
 New Silk Waists 
 
 So many kinds of beauty are 
 hard to imagine, until you see the 
 waists. 
 
 Elaborate, yet tasteful. 
 
 Simple, but graceful. 
 
 Intricate or severe. 
 
 And everv model a new model. 
 
 Rich, delicate waists of silk or 
 crepe de Chine, or lace, faultlessly 
 cut and stitched and trimmed. 
 
 You cannot fail to be gratified. 
 ^5 to #23.75. Instances : 
 
 At <6.5o— Of white crepe de 
 Chine : 'ront of fine plaits, 
 trimmed with taffeta silk, French 
 knots and stitching ; full sleeves, 
 shirred, with deep cuffs. Simple 
 and effective. 
 
 At #7.50 — Of chiffon taffeta, in 
 white or light blue ; front of 
 stitched box-plaits ; waist elabor- 
 ately trimmed with lace insertion. 
 
 No. 528 
 
 I wish I could write across the 
 sky in letters of gold the two 
 words " Savings Bank." — Rev. 
 William Marsh. 
 
 Thrift Series. 
 
 " Thrift is such a simple thing — 
 and it means so much. It is the 
 foundation of success in business, 
 of contentment in the home, of 
 standing in society." — Russell 
 Sage. 
 
 The foundation of thrift is a 
 savings account at 4 per cent, 
 compound interest. 
 
 No. 520 
 
 The New 
 Spring Scarfs 
 
 The scarf designers have left 
 the narrow path— they have exer- 
 cised their ingenuity, and four 
 distinctly new shapes is the result 
 — the three-fold four-in-hand, the 
 band-bow, cameo-bow and stock- 
 hand, all of which you will find 
 with us. The tendency is toward 
 solid colors in brilliant shades of 
 lavender, jacinth, ereen and 
 brown. If the "tendency " means 
 nothing to you, we have also a 
 representative collection of the 
 new spring designs and stripes. 
 50C, #1, #1.50, #2, ?2.5oand#3. 
 
 No. 530 
 
 Furniture 
 Repaired and 
 Re upholstered 
 
 The present is an opjiortune 
 time for the repairing and re- 
 upholstering of furniture for fall 
 and winter, and at no other time 
 can it be more conveniently 
 spared than when you are away 
 for the summer. A |»rticular ad- 
 vantage is tliat our shops not be- 
 ing over-crowded now we can give 
 more time and careful consider- 
 ation to the work than later in the 
 season when i>eople are returning 
 home and want the work done at 
 once. 
 
 During July and Augu.st all 
 repairinc will be done at summer 
 rates, which are about 20 (ler cent. 
 less; and all furniture will be 
 stored until your return if you 
 wish. 
 
 No. 531 
 
 Fancy Full Cream 
 Cheese. 
 
 Do you like your cheese mild 
 or will you have it sharp, or just 
 so it "bites" a little? Try us to- 
 day and see how perfectly we'll 
 please your cheese taste and save 
 you money, too. Special trial 
 price for a few days only loc. 
 a lb. 
 
 No. 532 
 
 Custom Tailoring 
 for Careful Men 
 
 Our Custom Tailoring Organiza- 
 tion fills a very important position 
 w ith a great many well-dressed and 
 particiilar men. Hundreds of 
 thrifty men come back to us seascm 
 after season, because of the satis- 
 factory serN-ice they secure here at 
 very moderate cost. 
 
 In the first place, we have an 
 excellent stock of new Spring 
 fabrics that can meet the wishes 
 and tastes of practically every rea- 
 sonable man. We do careful and 
 intelligent tailoring ; and we guar- 
 antee fit and satisfaction in every 
 case. The usual custom tailoring 
 profit is not charged. This means 
 that a man can nave his suit or 
 overcoat made to order at a com- 
 paratively little advance on the 
 price of ready-made. 
 
 We are making good business 
 suits to order, of excellent all- 
 wool cheviots at $20. Better 
 range of fabrics, and additional 
 care and workman.ship at #25 and 
 $30 for sack suits made to order — 
 and in this range we show an 
 excellent assortment of very new- 
 fabrics, comjxised of cheviots, 
 homespuns and hard-twisted wor- 
 steds. 
 
 No. 533 
 
 Templeton Says : 
 "Keep Baby Well 
 This Summer." 
 
 In the first place get a sterilizer 
 so that evervthing you feed the 
 baby with will be pure and sweet 
 — free from the germs that cause 
 summer stomach troubles and 
 other baby ailments. 
 
 A sterilizer does not cost much 
 and will insure baby's health dur- 
 ing the hot weather. Your doc- 
 tor's advice is the same as ours. 
 Ask him. 
 
 No. .534 
 
 Add Pictures 
 To Your 
 Furniture List. 
 
 While furnishing your house 
 don't forget the walls. The pres- 
 ent is an excellent time to Ihiv 
 pictures of the arti.stic, l)ut not t<Mi 
 exjiensive kind, costing from >i 
 to >5; they make all the difference 
 between a house and a home. 
 
 Pictures for >i. 
 ((ieneral Description.) 
 
 Pictures for #1.50. 
 (General De.scription.) 
 
 Pictures for #2. 
 (General Description.) 
 
 Pictures for $3 and #5. 
 (General Description.) 
 
 No. 535 
 
 Cut Glass 
 
 loon Pieces at about % of Regu- 
 lar Prices. 
 
 This is not a clearance nor a sale 
 of odds and ends. Every piece is 
 fresh and brand new. It is ri< hly 
 cut and designs are handsome 
 and now in demand. The lot 
 represents a special assortment 
 uhich was held for a Western 
 store, but the n'anufacturer could 
 not carry the st<H k any loneer and 
 sold out to us at a loss. Numer- 
 ous timely suggestions will be 
 found among the collection by 
 prudent home-providers. 
 
 Salad or F'ruit Bowls — 8-inch 
 size, brilliantly cut; regularly 
 #4.50, at ?2.<)5. 
 
 Nappies — 7-inch size, new de- 
 sign ; regularly #3.00, at >i.'i5. 
 
 Nappies — X-inch size, new de- 
 sign ; regularly f 4.50, at #2.>i5. 
 
 Nappies — 5-inch size, regularly 
 ?i.75, at ?i.i5. 
 
 Handled Nappies — 5-inch size ; 
 regularly fz.oci, at f 1.25. 
 
 No. 536 
 
 Masons' Tools 
 Bags. 
 
 Made of extr:i hea\-y white duck 
 with inside jxtckets and reinforced 
 bottom, leather handles and fitted 
 with lock and key. 
 
 18 inch size 1^1.50. 
 
 No. 537 
 
 A Rainbow of 
 Silk Petticoats 
 
 The Rotunda Balcony looks 
 like a silken rainbow now. 
 
 Filled with the beautiful new- 
 silk petticoats in everv true color, 
 in every brilliant or delicate shade. 
 
 The styles are novel and most 
 alluring. An exhibition no taste- 
 ful woman should miss. 
 
 Prices, #5 to ?3o — These inex- 
 ]iensive sorts give an earnest <if 
 the whole. 
 
 At #6.75 — Light colors, of rich, 
 dark sliades or black; deep ai- 
 cordion plaited flounce trimmed 
 with gathered ruffle and plaits. 
 
 At #7.50 — New changeable ef- 
 fects, or solid light or dark sha<'<s 
 or black ; three styles ; graduati d 
 or ixjinted accordiim plaited 
 flounce trimmed with cording, 
 niching or plaits. 
 
 .\t fq — Lustrous colors or 
 black ; deep circular fl < 1 u n c e 
 trimmed with four full ruches. 
 
200 
 
 ?7o. 538 
 
 Live Soft-Shell 
 Crabs To-morrow 
 
 We are promised by early 
 morning express, Friday, fine 
 Soft-shell Crabs. They'll be 40c. 
 and fx:)C. a dozen as to gradine. 
 We can't deliver them, but thevMl 
 be put up for your comfortable 
 carrying. They'll be ready to- 
 morrow morning, barring wrecks 
 or circumstances beyond our con- 
 trol. 
 
 It is a great Food Store; isn't 
 it? 
 
 To-day— 
 
 80,000 more good lemons at 5c. 
 a dozen. These are Messina 
 leiDon.s, firm, thin-skinned and 
 juicy. None C (1. T). 
 
 No. 539 
 
 The March 
 China Sale 
 
 Quality and assortment at their 
 zenith ! 
 
 Prices at their nadir. 
 
 The first half of the March 
 China Sale is done. And it 
 leaves in its wake a forceful re- 
 minder of what can be achieved 
 by deliberate, judicious fore-plan- 
 nmg, together with proper presen- 
 tation — quality, price and almost 
 unlimited assortment. We feel 
 proud of the record. 
 
 And to-day we start on the 
 
 homestretch-^the second half of 
 
 March with our counters literally 
 
 " weighted down with choice China 
 
 and Glassware. 
 
 New Cut Glass 
 
 Bowls, S-inch, at #2.75, $3.50 
 and ;^5 each, worth $$, #6 and 
 
 Nappies, at $2.50 and #3.50 
 each, worth #3.50 and $5. 
 Fancy China 
 
 Pouyat, Chas. Field, Haviland, 
 G. D. A., and French China of 
 Elite make, at a full saving of 
 one-third. 
 
 Salad Plates, at $4 doz., worth 
 $6. 
 
 Fruit Plates, at ij doz., worth 
 |6. 
 
 Bread and Butter Plates, at $3 
 doz., worth $4.y>. 
 
 No. 540 
 
 Do You Paint ? 
 
 Is a question asked us daily 
 and has been answered in the 
 negative until our Mr. Stewart 
 has pre\-ailed on us to let him 
 paint some — he is an A-i painter, 
 so here we are to tell you that 
 now " We Paint," and are ready 
 to estimate on your woodshed or 
 your 6 or 12 rcM>m house — grain- 
 ing by an expert, in fact, all 
 einting to be A-i and first-class — 
 St of Oilsand Leads that money 
 can buy are to be a feature of our 
 painting — and a postal to us will 
 get you an estimate. 
 
 No. .141 
 
 Crystal Cafe 
 
 Why suffer with the heat dur- 
 ing this month in the preparation 
 of your noon-day meal, when the 
 fines meal in the city is served 
 Table D'Hote for 50 cents in the 
 c<M)lest dining room in the State. 
 Perfectly ventilated, bright and 
 cheerful with the pleasantest of 
 surroundings. 
 
 A La Carte from 6 a. m. until 
 midnight. 
 
 Washington and Market sts. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 54« 
 
 A Cure for Rental 
 Worries ! 
 
 This plan gives you the profit 
 but saves you all the trouble. 
 
 Renting houses is a part of our 
 btisiness. We have a constant 
 demand for houses and can (and 
 do) keep our clients' houses full 
 all the time. We secure you 
 prompt collections, prompt .settle- 
 ments (same day if you like) and 
 incidentally relieve you of all the 
 details of taxes, insurance, re- 
 }«irs, etc., etc. Get our figures 
 on this service. They are small. 
 
 No. 543 
 
 Beautiful 
 Photography 
 
 Two S[)ecial IVe-Easter Offer- 
 ings. 
 
 For tt)-day, to-morrow and .Sat- 
 urday the popular Benedict Stu- 
 dios announce the two following 
 specials. 
 
 Workmanship that bears the 
 mark of newness and originality. 
 
 Only experts are employed ; 
 therefore results are invariably 
 artistic. 
 
 12 Imperial Carbonettes and 
 one i6x 10 Black and White, $3. 
 
 12 Carbonettes and one i6xao 
 portrait in water<olor, $4. 
 
 No. 544 
 
 50c. and 75c. Fancy 
 Hosiery, 29c. 
 
 Four pairs for a dolbr. This 
 is a closing out price that closes 
 out — don't wait if you want a good 
 choice of patterns. 
 
 No. 545 
 
 Peter, Peter, 
 Pumpkin Eater, 
 Had a Wife 
 
 And couldn't keep her. But it 
 was because she had to stay all 
 day in a kitchen overheated by a 
 coal range. If he had bought 
 her a Vulcan Gas Range she never 
 would have left him. 
 
 Vulcan Gas Ranges render 
 kitchen work a joy forever. 
 
 Connected ready to use for 
 Seven Dollars. 
 
 No. 546 
 
 Leather 
 Hand-Bacrs 
 
 Handsome and serviceable 
 Bags for women and girls who 
 like to be in line with the newest 
 and be.st. 
 
 The most approved patterns. 
 
 Companions of good, sterling 
 quality tliat reflect credit on the 
 iX)ssessor. Of walrus, Russia 
 leather, seal, etc. 
 
 At the.se declines from our reg- 
 ular prices : 
 
 Hand-bags of genuine walrus 
 and sea-lion, in black and brown ; 
 8-inch covered frames : black and 
 gray moire lining ; fitted with 
 purse and purse and card-case ; 
 Vienna handles, gilt and gun- 
 metal clasps. .At ^.50, reguhrly 
 >5. 
 
 No. 547 
 
 A Beautiful 
 Display for 
 Little Children 
 
 Made to be admired. 
 
 Visions of Washington Square 
 and Fifth Avenue and all the 
 places where well-dressed little 
 folks come out with the Spring 
 davs arise in the mind at once. 
 
 These are the most picturesque, 
 perfect blossoms of little Dresses, 
 C<Mts, Caps and Bonnets you or 
 we have ever seen. 
 
 Come, mothers, and admire. 
 Words are inadequate — but, a.s 
 (ar as they go, read: 
 
 Babies' "Mother Hubbard" 
 Dresses at #4 to #10. 
 
 Of French nainsook, Persian 
 lawn, India linen and China silk. 
 Some elaborately trimmed with 
 lace insertions and embroideries, 
 others hand-made with drawn- 
 work and hand-embroidery. 
 .Sizes for 3 months to j years. 
 Baby-like and fine. 
 
 Children's Dresstes at ^3.75 to 
 >25. 
 
 Of Persian lawn or China silk, 
 in French waist and guimpe ef- 
 fects; some trimmed with real 
 lace, others more elaborate with 
 embroidery or lace. Some silk 
 under-slips in pink or light blue. 
 Sizes for 2 to 5 years. In ri'try 
 lovely style. 
 
 No. 548 
 
 Domestic Coal 
 
 Talk dtwsn't make good coal, 
 but Giiod Coal makes talk ! 
 
 If you are interested in An- 
 thracite Coal for Domestic use, 
 prepared to meet the critical de- 
 mand of the competent and care- 
 ful housekeeper we would be 
 very glad to near from you. Or 
 if you are not fullv satisfied with 
 the fuel you are using, don't think 
 that all coals are alike. There is 
 a demand for a good article, and 
 we supply that demand. 
 
 No. 549 
 
 Lilac Lotion 
 
 For Tan, Sunburn and Freck- 
 les. 
 
 It has a refreshing odor and 
 leaves the skin soft and smooth — 
 not sticky. Just the toilet cream 
 for tourists. 
 
 No. 550 
 
 The New 
 Spring Gowns 
 
 Any woman can find a ouiet 
 hour of enjoyment, admiring these 
 handsome dresses. 
 
 I^t them be their own witness 
 for distinction, beauty and style. 
 Soft, clinging fabrics and brilliant 
 taffetas divide the honors for first 
 place. 
 
 The new styles — their variety 
 and grace — might be described, 
 though inadequately. But only 
 your own eyes can give any pic- 
 ture of the exquisite new color- 
 ings. In these: 
 
 Voile Dresses at special prices, 
 #25^ ^5 and #50. 
 
 Taffeta Suits, tailor-made; a 
 marvelous collection of these 
 charming garments, in every new 
 shade, -j^zo to $70. 
 
 Eolienne and Drap d'ete; new- 
 est models in newest shades; very 
 fine assortment. $40 to #67.50. 
 
 No. 551 
 
 Your Machinery 
 Needs 
 
 are quickly supplied here, no 
 matter what they are. If you 
 need an Engine or a Boiler just 
 drop us a line — if it's a Lathe or 
 other piece of heavy machinen' — 
 a Pump, Drill, Press, Saw Mill— 
 in short, whatever you find your- 
 .self in need of in machinery or 
 mill supply line, just ask us for 
 our catalogue or pamphlet <m the 
 subject and we can si«>n satisfy 
 you of our comiietency to fill your 
 order in the most satisfactory 
 manner. Write to us. 
 
 No. s.'ia 
 
 Fine Lace 
 Curtains Reduced 
 
 Rich, beautiful Lace Window 
 Curtains that impart a quiet, 
 charming atmosphere to parlor, 
 library or bedroom. 
 
 This is a splendid chance for 
 economical housekeepers to pro- 
 cure hand.some Lace Curtains 
 much below their actual worth. 
 As witness : 
 
 Point d'Arabe Lace Curtains — 
 At $10 a pair, from #14.75 
 At $ 14.50 a pair, from #26.50 
 At #37.50 a pair, from #50 
 Crete Curtains — rich colonngs — 
 At #6 a pair, from fi.^^ 
 At #7 a pair, from #9.50 
 At #<7 a (lair, from #12 
 At #12.25 ■> P>>''i from #16.50 
 
 No. 553 
 
 A New Message 
 Each Day — 
 Watch For It 
 
 High Turn-Do wns. These col- 
 lars are often ironed with folds too 
 close, so preventing tying of 
 cravats, which are frequently 
 torn in trying to pull them into 
 place. 
 
 Forest Process insures easy 
 tying of cravats. 
 
 'Phone 11148 or postal card will 
 bring one of our white wagons. 
 
 No. 554 
 
 Imported 
 Summer Jewelry 
 
 Not merely the conventional 
 bars and bands and well-known 
 designs of other Summers. 
 
 This year European makers 
 have sent to us inex^mive jtu<- 
 elry in the most artistic and 
 novel effects. 
 
 Every style of art from Pompe- 
 ian to Art Nouveau. Quaint, 
 cliaste and most attractive. 
 
 L'nusual in design and price- 
 lowne-ss : 
 
 Hat Pins, enameled and fancy 
 de.signs, set with imitation ame- 
 thysts, pearls, crystals, topaz and 
 emeralds. 25c to #2.75. 
 
 Fancy Enameled and Colored 
 Brooches, 25c to #2.50. 
 
 No. 555 
 
 Burglary 
 Insurance 
 
 Has it occurred to you that a 
 Vacation would be more enjoy- 
 able and serene if you were in- 
 sured aeainst Burglary. 
 
 #10 lor one thousand dollars 
 insurance. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 201 
 
 No. 556 
 
 Prince Alberts 
 Now Ready 
 
 Yes, all ready to put right on — 
 and just as smart and correct as 
 if you paid a tailor twice the price 
 for them. 
 
 In most cases we can fit you 
 perfectly, without any alteration; 
 nut where changes are required, 
 we do just as the tailor would — 
 make the necessary alterations in 
 the most artistic manner. 
 
 Superb fabrics — hieautiful styles 
 — ])erfect fit guaranteed. See for 
 yourself how skillfully they were 
 made; and how carefully the hand- 
 work has been done on them. 
 
 All sizes for tall, stout and reg- 
 ularly proportioned men. 
 
 Materials, black thibcls. vicu- 
 nas and unfinished worsteds. 
 
 Prices: Coat and Waistcoat, #20, 
 #25, #30 and #35 
 
 No. 657 
 
 Pipe Dreams 
 
 Are always pleasant when Pre- 
 eminent Clippings from Garnier's 
 Pre-eminent Cigars are in the 
 bowl. I have just received a 
 fresh lot. They contain no drugs 
 and are free from stems and dirt. 
 They are carefully put up in five 
 cent packages, convenient to 
 carry in the pocket. If you have 
 never tried them, you will find 
 them superior to other clippings 
 and a very pleasing pipe smoke. 
 
 No. 558 
 
 New Gloves 
 
 Silk and Suede Lisle. 
 
 The new shades suggest the 
 Spring, as they ought. Bright, 
 soft colorings to match the new 
 dress materials. 
 
 Some very tasteful effects, too, 
 in white or pongee with colored 
 stitching. 
 
 Altogether a pretty display for 
 beauty-lovine women to see: 
 Kayser Silk Gloves, in all the 
 new Spring shades and the old 
 favorites that are always correct, 
 at 50C, 75c and #: a pair. 
 
 In pongee, stitched with green, 
 brown, navy blue or violet, at 
 #1 a pair. 
 
 No. 559 
 
 25c. Measuring 
 Glass, 9c. 
 
 Something every housekeeper 
 should have. Needed many times 
 a day. 
 
 A measuring glass made of 
 clear glass. Can be used for 
 liquid or pound measurements, 7 
 inches tall. 
 
 Offered to-morrow only for go. 
 
 No. 560 
 
 Spring Overcoats 
 
 For general use and for all 
 round utility and acceptability the 
 medium length Spring Overcoat 
 has no superior. 
 
 Conservative and dignified in 
 cut, but with plenty of style. 
 Short enough for ease in walking; 
 long enough to cover any coat. 
 
 Appropriate at any time; in any 
 place: and for any age. In Ox- 
 ford and black, #15 to #35. 
 
 No. 561 
 
 Silk Suits, 1 1 0.00 
 
 Vou so often find advertising 
 promises more than stores per- 
 form that you likely often doubt 
 the inducement in a modest, mod- 
 crate statement. 
 
 In that you may be wrong, but 
 we shan't go into hysterics to 
 convince you. 
 
 Vou will find it all out in time 
 — maybe too late for the particu- 
 lar tiling that may interest you — 
 hut you'll find it out — and then it 
 will do you good ever after. 
 
 And do the store more good 
 than extravagant overstatement. 
 
 Instance : — We made (for us) a 
 rather strong statement of Plain 
 Black and Colored and Neat 
 Novelty Taffeta Silk Shirt Waist 
 Suits at #10.00. 
 
 They're out on the racks now 
 where we can see them better. 
 
 They are far, far better than 
 the advertisement even intimated. 
 
 No. 562 
 
 Women's Hats 
 
 at $5. $6 and $7 
 
 Trimmed. It is really remark- 
 able — the splendid value tliat is 
 represented in these Trimmed 
 Hats for Women. 
 
 They are reproductions of the 
 latest Parisian models. And they 
 look it. The materials are fine — 
 the workmanship the best — the 
 styles the newest. 
 
 Turbans, polos, flares. Wings, 
 ribbons 
 
 Worthy of particular mention 
 are the Lingerie Hats, the nov- 
 elty shaped straws — and the 
 pretty bluets and new greens. 
 
 #5, #6 and #7 each. 
 
 No. 563 
 
 Lettuce Salad 
 
 is much more enjoyable when 
 made with our Lucca Olive Oil. 
 No other oil gives the same rich 
 and delicious flavor. We import 
 our oil direct, and can recom- 
 mend it as being of superior 
 quality. 
 
 Sold in 8 oz. and 16 oz. bottles. 
 
 For sale only by 
 
 No. 564 
 
 The Little Cost of 
 Lovely Kimonos 
 
 Japanese-y, comfortable, grace- 
 ful, flowing, light and beautiful 
 and cool. Of printed crepe, plain 
 albatross, fancy challis, or silk in 
 solid colors or covered with a 
 pattern of great flowers. 
 
 All have borders of contrasting 
 silk and are shirred in a pretty 
 yoke effect. 
 
 Unusually low prices : 
 
 Of Cotton Crepe, #1.50, #1.75, 
 #2 each. 
 
 Of Silk, at #5 each. 
 
 Of Challis or .■Vlbatross, at #5 
 and #6.50 each. 
 
 No. 565 
 
 Pinks 
 
 of the ever-popular Daybreak 
 variety, are bargain-priced with 
 me this week. I'm selling 12 for 
 35c. this week ; every blossom a 
 big and beautiful one, and sent 
 fresh from plant to buyer. 
 
 No. 566 
 
 Our Methods with 
 Oriental Rugs 
 
 It would startle the crafty deal- 
 ers of the East to .see a great stock 
 of Oriental Rugs and the price of 
 every piece marked in plain fig- 
 ures. 
 
 Perhaps you needn't cross the 
 ocean to find other dealers who 
 would stare in a.stonishment to 
 see such a thing. It isn't the way 
 Oriental Rugs are usually han- 
 dled. Bat it's just that way that 
 has lifted our Oriental Rug busi- 
 ness from a very modest to one of 
 the greatest in the South. 
 
 Oriental Rugs as a rule come to 
 this country in great bales. Then 
 they are sorted by petiple who 
 know every feature of value about 
 them. Tlie commoner kinds and 
 the poorei qualities — any Rug that 
 is below grade — is tos.sed aside for 
 auction sale, and even then the 
 prices are generally limited. If 
 you are not wise in these things 
 you may be most woefully deceived 
 by buying at random. 
 
 We handle Oriental Rugs as we 
 handle any other merchandise. 
 Buying in the very heart of the 
 home of these art treasures we 
 secure the least possible price and 
 sell them corresp<mdingly. 
 
 No Atlantian need go to New 
 York to sec a first-class assort- 
 ment of Orienul Rugs. Precisely 
 that is what may be seen here— 
 and prices have taken an extra 
 tempting turn, for every one of 
 them has been reduced. 
 
 No. 56': 
 
 Tailor-Made Suits 
 For Girls — at $20 
 
 A newcomer to our already ex- 
 tensive assortment of Tailor-made 
 Suits for girls of 14 to 18 years. 
 
 These new Spring Suits are 
 made of im|X)rted fabrics — refined, 
 mannish. And exquisitelv tail- 
 o r e d . Distinctive, well-bred, 
 gentlewomanly suits — these. 
 
 Double-breasted, fitted coat; 
 coUarless effect, with trimming of 
 braid. Lined with taffeta silk. 
 Plaited skirt. 
 
 #2o-worth, conservatively, 
 #27 -so- 
 
 No. 568 
 
 The Union 
 Savings Bank 
 
 Frick Building, Pittsburg. 
 
 " Money, like fire, is an excel- 
 lent servant, but a terrible mas- 
 ter." 
 
 Thrift Series. 
 
 " Provided he has some ability 
 and good sense to start with, is 
 thrifty and honest, there is no rea- 
 son why any young man should 
 not attain so-called success." — 
 Philip I), .\rmour. 
 
 Tins bank encourages thrift by 
 laying 4 per cent, compound in- 
 terest. 
 
 No. 569 
 
 Flowered Ribbons 
 
 25c. A YARD, WORTH MORE 
 
 Beautiful Ribbons fur sashes 
 and trimmings, in an allover de- 
 sign on while grounds with col- 
 ored edges of light blue, tur- 
 quoise, pink, tnais, violet and 
 cardinal. 
 
 $% in. wide. Very handsome . 
 
 At 25c. a yard, worth one-third 
 more . 
 
 No. 570 
 
 We Want You to 
 See the $4 Shoes 
 
 Women's shoes at #4 are not 
 uncommon. Siuh shoes as these 
 for #4 liave never liefore been 
 seen. We have covered ever>- 
 |H)int of comfort and utility, se- 
 cured every grace of style. Vou 
 can pay any price you like, but 
 you cannot outdo these shoes in 
 style and workmanship. 
 
 Another point — there are 35 dis- 
 tinct designs to select from. Vou 
 can choose whatever leather you 
 like best, — vici kid, box calf, 
 Velour calf dull chrome kid. 
 Ideal patent kid, French enamel. 
 .Ml the lorrect toe styles and heel 
 shapes are included in the line, of 
 course. 
 
 We want to emphasize one 
 style in particular — made of vici 
 kid, laced or buttoned, medium 
 round toe. kid top. light weight, 
 welted sole, extension edge, mili- 
 tary heel ; very dressy. Price 
 #4.00. 
 
 No. 5T1 
 
 Hand 
 
 Embroidered 
 
 Waist Patterns 
 
 Hardanger Embroidery. The 
 rich, dignified stvle that happened 
 in Nordland— Norway. I>enmark 
 and Sweden originated it. But 
 America has followed close. 
 
 No more excellent example can 
 be found than these handsome 
 Handmade Patterns — allover em- 
 broidered front, collars and cuffs, 
 with zK yards of plain material. 
 
 #18 A PATTERN 
 a very moderate cost for hand- 
 embroiderj'. Material is canvas 
 weave, made in England. 
 
 •Vo. 57« 
 
 $2 Straw Hats 
 at 50 Cents 
 
 Hasn't been a very ^ood season 
 for straws — too little straw 
 weather. Fortunately our stock 
 is more choice than large — we will 
 not have to accept a very great 
 loss to close out all we have left. 
 
 Not going to waste much time 
 nor effort — going to give you your 
 choice of any hat in the house at 
 50C. Some sold regularly at #1.00, 
 some at #1.50. $2.ooupto #3.00. 
 It makes no difference now wliat 
 they are worth — pay us 50c. and 
 you will be directed to the stock 
 and allowed to make your own 
 choice. 
 
 You can now afford a straw 
 whether you really need oue or 
 not. Better hurrv . 
 
 No. 573 
 
 The "Cecil" at $3 
 
 In our Men's Hat Store to-day, 
 we submit the "Cecil"— the latest 
 Wanamaker Hat for Spring. 
 
 Neither conservative nor ultra 
 
 a happy mean. There's some- 
 thing elusive about it. It has 
 style, and it has an uncommon 
 appearance. It gives distinction 
 to the wearer. 
 
 The "Cecil" has a personality. 
 The brim is a \-ariation of the 
 D'Orsay curi, rather flat-set. .Ml 
 crown-heights, and brim-widths. 
 
 For young men , for men not so 
 young, and for men not so old. 
 
 The "Cecil"— #3 each. 
 
202 
 
 No. 574 
 
 What We Do 
 
 We grind and hone Razors for 
 the same price that others ask for 
 honing alone. 
 
 We grind Shears, Srissor-:. 
 Knives, Axes, Sickles. Scvtht.>. 
 and all edge tools. 
 
 We fix Knives and Forks sn 
 thev won't pull out from the han- 
 dles. 
 
 We put on Razor Handle s 
 15 cents. 
 
 We mend Umbrellas and repair 
 Lamps. 
 
 We do Brass Work. Forgins;, 
 Brazing, and all kinds of Bicycle 
 Repiinne. 
 
 We vulca liie Sulky and Bicycle 
 Tires when punctured, and make 
 them as good as new . 
 
 We re-steel and point Picks : 
 we sharpen Drills. 
 
 We want your business ; we 
 deserve it ; we'll work for it. 
 
 F. A. Strout has charge of our 
 machine shop. He's the right 
 man in the right place. 
 
 We're still running our fully 
 equipped shoe repair factory at 
 this place. 
 
 No. 5'75 
 
 Smart New 
 Covert Coats 
 at $10 
 
 The price is an insignificant 
 one, and yet, by reason of the 
 enormous orders we give this 
 manufacturer, we were able to se- 
 cure coats of the style and char- 
 acter fully equal to the garments 
 selling ordinarily for twice their 
 price. 
 
 The secret of the beauty of the 
 Coats is that we secured the 
 model from one of the famous 
 English tailors in the Rue Scribe, 
 Paris; but by making the coats in 
 unusually large quantities, we 
 have been able to get the price 
 down to this low point without 
 sacrificing the beauty of the effect. 
 It is one of the best coat offer- 
 ings we have ever made, fio. 
 
 No. .576 
 
 Bank by Mail 
 
 We have a patented system of 
 conducting the business of bank- 
 ing by mail, applicable to both 
 savings and checking accounts. 
 It is easier and simpler to bank 
 with us by mail than to go to a 
 bank in person. By our system 
 your account is automatically 
 checked and you have a complete 
 statement each time you deposit 
 or draw money. Your account 
 in our bank is not subject to the 
 examination of your tax assessor. 
 
 4 per cent, on savings det>osits. 
 254 per cent, on checking ac- 
 counts. 
 
 No. 577 
 
 English 
 Cutaway Suits 
 For Men 
 
 These smart suits are made of 
 fine, new fabrics, in neat worsted 
 effects, including gray diagonals 
 and checks. They are the most 
 stylish walking suits that the 
 well-dressed man can wear. They 
 are made up in faultless fashion. 
 Prices fis to $35 a suit. 
 
 We are also showing a fine as- 
 sortment of double-breasted Sack 
 Suits of stylish worsteds, at $18 
 to J25 a suit. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 578 
 
 A Great Display 
 of Check Suitings 
 
 It is a season of Check Suitings 
 —both Shepherd and Fancy 
 Checks. We knew it was going 
 to be. Expert attention for many 
 years gives us a sort of prophetic 
 po» And we arranged vast 
 
 purchases before the price of wool 
 began to rise. 
 
 Result -~tJu most varied and 
 exkttttstivt shtnving 0/ Check 
 Suitings under one roof any- 
 -where-, and at the lowest ^ices. 
 
 Shepherd's Check Suitmgs, at 
 50C. to %i a yard. 
 
 Check Suitings in Panama 
 weave, soc. to $1.25 a yard. 
 
 Check Mohair Suitings, fancy 
 effects, 85c. to $1.50 a y.ird. 
 
 All the approved and novel 
 stvles and colors. 
 
 No. 879 
 
 Your Vacation Is 
 Coming ? 
 
 What will you do with your 
 silverware, jewelry and other val- 
 uables when you bo away ? 
 
 Why not leave them with us for 
 safe keeping ? 
 
 We rent Safe Deposit Boxes 
 for $4 per year and up. 
 
 Trunks and packages stored at 
 reasonable rates. 
 
 No. 580 
 
 Girls' Covert 
 Jackets 
 
 $6, worth |8.;o. 
 
 First, they are of covert cloth. 
 KwA covert will be worn this sea- 
 son by girls as well as women. 
 And It will be worn largely. 
 Splendid material, and service- 
 able withal— it well deserves its 
 popularity. 
 
 Then, there are stylish Jackets, 
 shapely, handsomely made. 
 
 Collarless effect, with trimming 
 of braid. Double-breasted front, 
 fitted back with stitched straps. 
 Lined with satin. 
 
 For girls of 14 to 18 years. $6, 
 worth $8.50. 
 
 No. 581 
 
 A Pineapple 
 Bargain 
 
 Fine, sound, ripe pineapples, 
 easily worth loc. each, special 
 Friday and Saturday, 7c. each, 
 75c. dozen. Get them for can- 
 ning while this low price prevails. 
 
 Sc. a dozen for nice juicy 
 lemons is another Friday and 
 Saturday special. 
 
 No. 582 
 
 Carnation Plants 
 Three for loc. 
 
 Tliese Carnations have been 
 properly started, and are all ready 
 to set out, for bloom in a few 
 weeks. There are three plants in 
 a bundle, assorted as follows : 
 
 Mrs. Thomas Lawson, pink; 
 American, red; Queen Louise, 
 white. Three for 10c. 
 
 No. 583 
 
 Hair Mattresses 
 
 The best hair is from the wild 
 horses of South America and 
 Mexico, and comes to this couii- 
 trv in huge hales. 
 
 It is picked a^rt, cleaned and 
 ni.ide into any kind of ticking you 
 want. 
 
 The longest hair is best — and 
 black is Iwtter than while — it's 
 just a.s clean and hasn't had the 
 life taken out of it bv bleaching. 
 
 The mixer hair is shorter horse 
 h.iir mixed with other sorts— just 
 as clean, perhaps just as comfort- 
 able as the other, but doesn't 
 wear .so long without doing over. 
 
 But after all, it depends on your 
 need — if you want it for li>ng, pay 
 as much as you can; if for the 
 present the cheaper will do. We 
 have them for critics up to f 45. 
 
 We'll make the kinds specified 
 below to your order, and will send 
 a man to your home to take 
 measurements, if you live inside 
 the city. 
 
 Twelve grades of hair; 30 pat- 
 terns of ticking; three styles of 
 making, one or two lengths. 
 
 Buying a lot of good hair at less 
 than ' usual, permits the price 
 saving in the mattresses. 
 
 Jij for the "Queen Louise," 
 weighing 40 pounds, and filled 
 with pure horse hair. 
 
 f 18 for a better quality of hair. 
 
 fiz for a still better one. 
 
 %^h buys the best black hair. 
 
 fiS is asked for the best white 
 hair. 
 
 No. 584 
 
 Remnants of 
 White Waistings 
 
 AT ONE-THIRD OFF. 
 
 Many of our lines of figured 
 and plain goods have become 
 broken — the result is this offer- 
 ing. 
 
 Absolutely new goods this sea- 
 son. Perhaps a little mussed or 
 soiled on the edge from handling. 
 
 At one-third off the regular 
 price. 
 
 No. 585 
 
 Wear Spex ? 
 
 or think vou need them ? 
 
 Our Kew Optical Department 
 is in charge of an experienced 
 scientific optician, who will ex- 
 amine your eyes free of charge 
 and advise you as to the course to 
 pursue — whether to get glas.ses or 
 not, or give your eyes a rest, or 
 undergo treatment. 
 
 We don't treat eyes — just test 
 them and fit glasses when needed. 
 
 Nose Glasses, j5c to the finest, 
 all under usual pnces. 
 
 Spectacles, ^dc. up. 
 
 Gold Filled Eye Glasses, $1.75. 
 
 Solid Gold, $3.50. 
 
 Don't wear uncomfortable de- 
 vices that hurt or won't stay on, 
 when there's so manv sorts to 
 choose from — and surely one that 
 fits your nose right. 
 
 Comfor and security without 
 apprehension. 
 
 No. 586 
 
 Spring Tonic 
 Now in Order 
 
 Now is the time to take meas- 
 ures against blood disorders. 
 
 Use Patton's Sarsaparilla Com- 
 pound, the best blood purifier and 
 spring tonic extant. 
 
 Sample bottle free. 
 
 City Drug Store. 
 
 No. 587 
 
 Save $10 on 
 Your Overcoat 
 
 The difference between #15 and 
 the price a merchant tailor must 
 charge you for this kind of suit or 
 overcoat, you can credit to the 
 account of your common sense — 
 it's fio certainly, probably fi;. 
 
 Go over these garments point 
 bv point —the material, the stylish 
 lines, the " lay " of the collar, 
 the careful stitching, the excelUnt 
 lining -and you'll decide to save 
 that amount this Easter. 
 
 At this price we offer i.nno 
 suits and overcoat! — suits in fine 
 plain grays, checks and strii>es, 
 blue serges and black thibets, in 
 straight front single or double- 
 breasted models— topcoats in cov- 
 erts or fancy cheviots and crav- 
 enette* in plain gray and neat 
 stripes. 
 
 Choice >Js. 
 
 No. 588 
 
 Make Your Home 
 More Attractive 
 
 Nothing will do it so well or so 
 cheaply as tasteful Pictures nicely 
 framed, and they need not be ex- 
 pensive either. The right kind of 
 
 PICTURE FRAMES 
 add much to the attractiveness of 
 the Picture. We always study to 
 give the right kind suitable for 
 each subject, and do the work at 
 the lowest possible price. 
 
 No. 589 
 
 A Breakfast 
 You'll Relish 
 
 While the family is away break- 
 fast with us. Vou '11 enjoy the 
 change and enjoy the food. 
 
 Club Breakfasts, 25c. 30c 
 and 3SC. 
 
 No. .-iBO 
 
 Coal 
 
 Kitchen Range, Hot-Air Fur- 
 nace, Hot-Water Heater. 
 
 Good for 50C. 
 
 This coupon and $4.50 will en- 
 title the bearer to one ton best 
 quality lump ctial. Most eco- 
 nomical, and will give more heat 
 than any other kind of coal. No 
 dirt, slate, clinkers — no ashes. 
 Suitable for htrobes. 
 
 No. 591 
 
 4559 Died 
 Without 
 Family Provision 
 
 Here in Allegheny County— an 
 unusually rich community — out of 
 5,164 adults who died last year, 
 only 230 left estates of more than 
 #1,000, and 4S59 left no estate at 
 all. 
 
 This is a strong argument in 
 favor of Life As»urance, for in no 
 other way can the average man 
 make adequate provision for his 
 family. 
 
 An Equitable Policy, in event 
 of your death, assures immediate 
 means fur your family or for the 
 protection of your business inter- 
 ests and makes sure provision for 
 youi own later years if you live. 
 
 . CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 203 
 
 No. .'592 
 
 Hand and Glove 
 With Fashion 
 
 Women's Gloves. The new 
 shades to match the favored dress 
 goods : 
 
 Princess May Glace Two-clasp 
 Gloves, in all the new shades of 
 Ian, mode, beaver, mahogany, 
 gray, brown, navy blue, reseda, 
 black and white, f 1 a pair. 
 
 Princess May Suede Gloves, 
 three-clasp, in all the new Spring 
 shades, and black and white. #1 
 a pair. 
 
 Elbow-length Silk Gloves, in 
 blue, pink, red, tan, mode, Nile 
 green, black and white. #1 a pair. 
 
 The new K a y s e r Double- 
 tipped Silk Gloves, in all the new 
 street shades, and black and 
 white. 50c., 75c., $J a pair. 
 
 No. 593 
 
 A Good Time 
 To Buy a Good 
 Time-Piece 
 
 I have just received a lot of 
 new Watches which are worth 
 your seeing^probably the most 
 interesting assortment that ever 
 came to CHark. 
 
 I never saw handsomer styles; 
 and as I bought them at a dis- 
 count for cash, I mean to sell 
 them at pleasing prices. If you 
 need a watch I can fit your taste 
 and your purse right now. 
 
 Come in and talk it over. 
 
 No. 594 
 
 Smart Shoes 
 
 for the Smart Set 
 
 A snappy, distinctive shape for 
 dress wear, which appeals to all 
 careful dressers; drop toe — flat 
 last; patent leather, black and 
 tan Russia; price five dollars. 
 
 No. 595 
 
 All Wool Serge 
 At 75c. Worth $1 
 
 Every manufacturer of serge 
 seeks to secure the Clay weave 
 which made this English maker 
 famous in the production of men 's 
 fabrics. 
 
 One of the concerns that_ is 
 most nearly successful in securing 
 the weave and wearing qualities 
 of this famous serge, made this 
 particular lot which we are now 
 selling at 75c. a yard. 
 
 These serges are 46 inches wide, 
 in three shades of .lavv blue, four 
 shades of brown, and black. It 
 is regular f I quality, but a favor- 
 able purchase enables us to sell it 
 at 7sc. a yard. 
 
 No. 596 
 
 Stop That Wheeze 
 
 It's killing you . Perhaps you'll 
 smile at that unless you have a 
 bad case of Asthma. But Asth- 
 ma is but a forerunner of con- 
 sumption unless it's stopped. 
 Potter's Asthma Cure is a scien- 
 tific combination of remedies that 
 never fail to produce relief. 
 
 Price 25c. 
 
 No. 597 
 
 The Sarnoff Hat 
 
 After "April showers" leave 
 them blacker than ever. 
 
 After the warm sun of early 
 Spring show up the Browns in all 
 their shimmering shades of 
 beauty. 
 
 Then you realize, that not only 
 is a Sarnoff Hat vastly superior 
 as to .smartne.ss and style, but, 
 that it is absolutely equal in qual- 
 ity to the " agency" hats for 
 which you are asked to pay from 
 a dollar or two more. 
 
 The Hat for every man. I2. 
 
 No. 598 
 
 Don't Disturb 
 Yourself 
 
 An extension set at your elbow 
 will save you jumping up and 
 dowTi to answer the telephone 
 one dollar a month on most 
 classes of ser\'ice— ask about it. 
 
 No. 599 
 
 Pine Pole Kitchen 
 
 The unprecedented success of 
 the Pine Pole Kitchen as a 
 medium for the serving of open- 
 air meals, lunches, ice cream and 
 cake, convinces that we are filling 
 a long-felt want. 
 
 Tlie fact that hosts of people 
 have already partaken of our 
 dainty lunches, amid nature's 
 most beautif-»l environs, speaks 
 more eloquently than words, that 
 tliis is an ideal sixit for those 
 seeking a day's outing, away from 
 the turmoil and dust of the city, 
 or for those seeking a change 
 from the monotonous routine of 
 a hotel or boarding house. 
 
 Special arrangements made for 
 serving hotel parties. 
 
 No. 600 
 
 Checked Mohair 
 
 Outline checks and solid checks 
 are having a close race. The last 
 were always pets until late this 
 spring, but now some people have 
 the idea that outline checks look 
 lighter and cooler and the trouble 
 is on. 
 
 Blue-and-green checks are very 
 fashionable . In most of the others 
 there is some white, which stands 
 like a policeman to separate the 
 blocks of blue, brown, black, 
 green or gray. 
 
 joc. to 5' .50 a yard. Put into 
 suits or gowns they are as quiet 
 and distinguifhed, yet have as 
 much swing as a woman can want. 
 
 No. 601 
 
 Some Home Bar- 
 gains in George- 
 town for Thrifty 
 Colored People 
 
 #200 cash — balance monthly 
 will buy any one of these homes; 
 
 1513 26th St., water and sewer- 
 age, #1,100. 3315 R. St., 6 rooms, 
 for >i,5oo. 1812 34th St., water 
 and sewerage, #1,300. 1606 33d 
 St., brick #1,600. 3207 Grace st., 
 7r., water and sewerage, #1.500. 
 3230 Grace St., 6 rooms #1,300. 
 
 No. 602 
 
 Stained Hands 
 
 resulting from exposure to fruit 
 acids when preserving, canning, 
 etc., mav be avoided by wearing 
 "AGN()TA" Rubber Gloves. 
 Once used always worn by ho ise- 
 workers who desire beautiful 
 hands. Price, \>e^ pair, #1. 
 Rubber Bath Mats, #1.35. 
 
 No. 603 
 
 Saving Softens 
 the Pillow 
 
 There is better sleep by night 
 and Ijetfer cheer by day in the 
 family whose head has a savings 
 account. 
 
 We receive sa\nngs deposits, 
 we assure saving people a pleas- 
 ant reception, and we pay them 
 3 i)er cent. 
 
 No. 604 
 
 Model Homes 
 on Monthly 
 Payments 
 
 We build according to your 
 own plan. Fifty plans furnished 
 free. We give a warranty deed 
 and take an installment mortgage 
 on easy monthly jiayments. 
 Prizes given for prettiest yard. 
 Flowers, lights, special ixiliie 
 protection furnished free. Lots 
 in best part of city with every 
 improvement and good neighbors 
 assured. 
 
 No. 605 
 
 Men's Topcoats 
 for Easter 
 
 If it's cold— and it seems likely 
 to be— a topcoat will be a neces- 
 sity. Be ready for emergencies. 
 Cool or not, topcoats will be worn 
 on Sunday Get in style for pres- 
 ent wear. You'll want the coat 
 for vacation time, anyway. 
 
 Fine variety for men of correct 
 dress ideas. 
 
 #8.50 to #25. 
 
 Raincoats same prices. 
 
 No. 606 
 
 Sale of 
 
 Men's Trousers 
 
 This offering is broad enough 
 to meet the wishes of practically 
 every man who wants to freshen 
 up his summer suit with a new 
 pair of trousers. If you have a 
 black or blue serge or thibet 
 suit, here are trousers to go with 
 them in the same fabrics. And 
 if vou wish a variety, here are 
 striped worsted trousers, as well 
 as the light-colored outing 
 trousers. All are very materially 
 reduced in price to-day. There 
 are ample quantities, makinggood 
 variety to choose from. These 
 three groups : 
 
 Two hundred pairs of Men's 
 Striped Worsted Trousers, our 
 regular #$ kinds, at #3.50 a pair. 
 
 Two hundred pairs of Black 
 and Blue Thibet and Serge 
 Trousers, left over from suits; a 
 good #5 value, at #2.50 a pair. 
 
 Men's Outing Trousers of light- 
 colored homespuns; #4 and #5 
 kinds, at #3.50 a iiair. 
 
 No. 607 
 
 To Whom It 
 May Concern 
 
 Know ye, that by the Payment 
 of Three Hundred and Seventy- 
 Five Dollars (#375» and in com- 
 pliance with the laws of the Slate 
 of Ohio and (."ity of Youngstown. 
 I am permitted to retail intoxi- 
 cating liquors at my place, 114 
 hUst Federal Street. To the 
 wife who has a drunkard for a 
 husband, or a friend who is un- 
 fortunately dissipated. I say em- 
 phatically! give me notice in i>er- 
 son of such case, or cases, in 
 which you are interested, and all 
 such shall be excluded Irom 
 drinking at my bar. \je\. mothers, 
 lathers, sisters and brothers do 
 likewise and their requests shall 
 be regarded. I pay a heavy tax 
 lor the privilege of selling liquors, 
 and want it distinctly understiMKi 
 that we have no desire to sell to 
 drunkards or minors, or to the 
 IKior or destitute. I prefer that 
 they save their money and put it 
 where it will do the most g(xxl to 
 their families, lliere are men of 
 honor and men of money who can 
 afford it, and it is with these 1 
 desire to trade. I would say to 
 those who «ish to trade with me, 
 and can afford it, come and yuu 
 will be treated in a courtet>us and 
 gentlemanly manner, and fumisli- 
 ed the purest ol liquors. 
 
 No. 608 
 
 Soft Shell 
 Crabs 
 
 THE CONNOLSSEUR'S 
 DELIGHT 
 
 Served in our own excellent 
 style on warm, crisp toast, with 
 the celebrated t.irure sauce ; a 
 dish to tempt any one and fit for 
 a king. 
 
 Fifty cents a portion of three 
 crabs, any day. 
 
 No. 6og 
 
 Good Milk 
 and Cream are delightfully 
 
 Cooling 
 
 AND 
 
 Refreshing 
 
 IS 
 
 Hot Weather 
 
 Healthful and nutritious, too, and 
 very cheap considering their hith 
 food value. But they must be 
 good and above suspicion. 
 
 PURITY products meet every 
 condition. They are enjoyed bv 
 every member of the family. \ 
 meal is not complete without 
 them. Call the PI RIT%' wagon 
 or 'phone the dairy. 7i2j. 
 
 No. 610 
 
 Ironing Day 
 
 That's the day the Gas Range 
 proves its superiority ! Ironing 
 isn't hall the work, with 110 red- 
 hot stove, no overheated kitchen. 
 
 A single gas flame heats three 
 irons with small expense and 
 great comfort, if you use the No. 
 2 Sad Iron Heater sold by dealers 
 and by this Company. Price 30c. 
 
 Single Oven Ranges, #<).r5- 
 #10.50. Double Oven Ranges. 
 #12.50 and up. Independent 
 Water Heaters, #6.-5 and up. 
 
 Connected free along the lines 
 of our mains. 
 
 For sale by dealers and by 
 
204 
 
 No. 611 
 
 Strange how some people keep 
 on putting their money in specu- 
 lations. 
 
 And It's money they've worked 
 hard for, too, aiid taken time to 
 save. 
 
 Far better had they bought 
 {[Mxl Gas Bonds— money safe and 
 mtome sure. 
 
 We'd like to tell you why. 
 
 No, 613 
 
 Let Us do 
 Your Papering 
 
 Many of our customers are those 
 who have been accustomed to pay- 
 ing fancy prices for their work. 
 Now it is different. They pay a 
 price that is within the reach of 
 all, and at the same time get more 
 satisfaction. 
 
 Why not be numbered with our 
 contented customers ? 
 
 No. 613 
 
 Our Trunk Store 
 
 It's a store — not a side issue. 
 It's a store that does so much 
 business that it demands the 
 most careful consideration and 
 care from our buyers. 
 
 You can't buy a shoddy trunk 
 here — none here to sell. We 
 have cheap trunks — as little priced 
 as #2.75 — but they are not shoddy. 
 ■- The best low-price<l trunk you 
 will find anywhere is here. It's 
 our "Detroit Special" — costs you 
 from $3 to #7.50 — cost depends 
 on how Ur^e or small a siie you 
 need. It is linen lined inside — 
 canvas outside with enough bands 
 to make it reliable — has two 
 heavy leather straps and the locks 
 and bumpers are of brass. 
 
 This "Detroit" is but an in- 
 stance. We have as^oixl as you 
 will want — anywhere in price up 
 to $30 each. 
 
 Good selection of steamer 
 trunks — #3 to #15. We can cite 
 you to many trunks from here 
 that have toured Kurope and 
 come home as sound as when they 
 started. 
 
 We have a three-quarter size 
 trunk that is popular. It is larger 
 than a steamer — not so large as a 
 regular trunk. Prices #7.50 to 
 $>$. Exactly suited to the needs 
 of many. 
 
 No. 614 
 
 Pure 
 White Lead 
 
 While Lead is an easy mark for 
 the adulterator. 
 
 Your protection lies in the brand 
 on the keg. 
 
 " Red Seal " is 100 per cent, 
 pure. Buy it yourself or insist 
 upon your painter using it. 
 
 Sold by all reputable dealers. 
 
 No. 615 
 
 Dysentery 
 
 The general prevaleiKe of 
 Dysentery or summer complaint 
 has created an enormous demand 
 for that best of ail remedies — 
 Chas. Kraemer's California 
 Blackberry Brandy. 
 
 A useful and wholesome astrin- 
 gent that is prescribed with great 
 success by Washington's leading 
 physicians. It is Absolutely Pure. 
 40c. pt., 7SC qt. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 616 
 
 Spring Suits and 
 Top-Coats 
 for Men 
 
 Ready for service. 
 
 #15, #20, ^25. 
 
 The greatest factor in the devel- 
 opement of a business is compe- 
 tition with i/se//~ihe constant 
 exertion of all its jxiwer and 
 strength to raise its suindard. 
 With what we have done we are 
 coMteni, ever, but satisfied, never. 
 If we were, our new series of 
 Spring Suits and Top Coats at 
 fifteen, twenty and twenty-five 
 dollars would fail in its purpose. 
 We are ready with quite a com- 
 prehensive and diversified series 
 of models, distinctive in character 
 and style. 
 
 Sack Suits — Single and double- 
 breasted models, of worsteds, 
 cheviots, twills, cassimeres, serges 
 and thibets in both rough and 
 smooth surface weaves, in all the 
 new shades of gray and brown 
 mixtures, self over-plaids and 
 broken checks. $1$, jiio, $2$. 
 
 Top Coats — In the new 32, 34, 
 41 and extreme box models, pad- 
 diK'ks, paletots and tourist coats 
 of covert, whipcords, twills and 
 cheviot in the very shades and 
 designs with which the exclusive 
 tailor-men pride themselves. #15, 
 
 ?20, #25. 
 
 No. 617 
 
 Soft and Cotton 
 Top Mattresses, 
 
 $2 to I5 
 
 ^ Not Mattresses carelessly made. 
 Not filled with trash, but made 
 the best we know how. Durable 
 ticking. Clean filling inside where 
 you can't see. Filled and tufted 
 and bound just as they should be. 
 Come and let us show you how 
 good a mattress can be for $2 to f 5. 
 
 No. 618 
 
 " Wunderhoox" 
 Make Shoes 
 Easily Laced 
 
 Women who have been jealous 
 of the ease with which men could 
 lare their shoes, are able to-day 
 to share this comfort. The hooks 
 used on men's shoes have been 
 found impracticable for women's 
 shoes, because the skirts are con- 
 stantly catching in them. The 
 inventor of "'Wunderhoox'' has 
 overcome this difficulty, and pro- 
 duced hooks in whicfi the laces 
 provide a perfect fender for the 
 skirts, making it impossible for 
 them to catch m the hooks. 
 
 No. 619 
 
 Once in a While 
 
 during six months out of every 
 year it is safe to predict that in 
 this locality the East and West 
 Winds will " trip the light fanus- 
 tic " to the accompaniment of all 
 things movable and many that 
 would supposedly "stand tied. " 
 One thin|; we know will not join 
 in the spirit of the occa.sion, and 
 does not begin to get busy until 
 the music has ceased, and that is 
 a Tornado Policy in the Spring- 
 field Fire and Marine, the first 
 company to write this class of risk 
 and the first to offer suffering 
 humanity a means of replacing 
 " the Old Home as it used to be. 
 
 No. 630 
 
 Quarter-Size 
 Colars 
 
 Even now in the sleepy season, 
 we're wide awake with clothing, 
 furnishings, hats and shoes for 
 men and boys alive to good things. 
 
 For instance, we've collars in 
 Quarter sizes for the comfort of 
 tliat half of mankind whr)se necks 
 don't grow in even half inch 
 jumps. 
 
 All popular brands. 
 
 No. 631 
 
 Talks By the Wise 
 Little Man 
 
 He says it is curious, when you 
 think about it, how many plainly 
 vi.sible things we dcm't see till 
 some other fellow has seen 'em, 
 and how at least eleven men can 
 develop a fine brand of hind.sight 
 to the one whose foresight is 
 always in working order. 
 
 Applying this observation to his 
 tilks about real estate, the W. L. 
 M. says it ought to be so plain as 
 to need no argument that long 
 before the Pennsylvania Railroad 
 finishes that North River-Cross 
 Town-East River-Queens Bor- 
 ough Tunnel system (next to the 
 Panama Canal, the most wonder- 
 ful project of modem times), there 
 will be an increase in land values 
 in the tUstwood section of Jama- 
 ica such as to make dizzy those 
 who with open eyes are now un- 
 able to see. 
 
 Could fill a column or more, he 
 savs, with sure enough reasons for 
 his opinion that EASTWOOD is 
 to-day absolutely the best real 
 estate proposition either for homes 
 or for investment that has ever 
 been offered to New Yorkers. 
 But advertising space is mighty 
 expensive, and, of course, we 
 can't ^t the (Mitor to tell our 
 advertising storv in the news col- 
 umn — even thoueh it's the best 
 kind of news, all right. Hence, 
 we've got to ask people to look at 
 EASTWOOD for themselves or 
 to send for the Little Book. 
 
 Eastwood is restricted and has 
 perfect macadam roads, cement 
 walks, sewers, water, gas, electric 
 lights, and beauty of location, fill- 
 ing every requirement of the most 
 fastidious hcme.seeker. Above all 
 is the supreme fact that Eastwood 
 is soon going to be within 20 min- 
 utes of that wonderful Manhattan 
 Depot of the Pennsylvania Rail- 
 road, which is now building west 
 of Herald Square. Ctet a little 
 foresight at work and think what 
 all this means. 
 
 No. 6M 
 
 We Rent 
 New Pianos 
 
 We are renting new pianos in 
 many of the best homes in this 
 city. 
 
 In renting a piano from us you 
 have access to one of the largest 
 stocks and greatest variety in this 
 city from which to make a select- 
 ion. 
 
 Yuu can rent a piano from us as 
 cheaply .is from those who cannot 
 offer the advantage of this stock 
 and variety. 
 
 We make no charge for tuning 
 rented pianos. We move the 
 instrument one way free, and in 
 the event you conclude to buy the 
 piano, or any other in our stix k, 
 we allow rent to apply on the (Hir- 
 chase price. 
 
 Splendid selections may be had 
 
 No. 623 
 
 The Beauty of 
 L. R. Corsets 
 
 L. R. Corsets help the dress* 
 maker, by accentuating all the 
 best lines of the figure, and only 
 the best lines. That is because of 
 the peculiar pliancy that lets the 
 corset adjust it.self to you, without 
 losing its own distinctive style. 
 
 Makes the dress fit better. 
 Makes the wearer more comfort- 
 able — therefore more graceful. 
 And wears well on acquaintance. 
 New models for Spring — to suit 
 all figures. 
 
 At 1^1 — Handsome straight-front 
 Corsets, for the average long- 
 w^ist figure; made of fine liatiste. 
 
 At $1 — Reliable, well-fitting, 
 and most comfortable, giving free- 
 diim to bust and hips; made of 
 white batiste. 
 
 No. 634 
 
 Women's 
 
 World's Fair 
 
 Oxfords 
 
 TTiey have rubber heels. 
 
 Heretofore it was necessary to 
 buy oxfords with leather heels, 
 detach them and attach the heel 
 of rubber. 
 
 A bright shoemaker said: 
 " Why not put the rubber heel im 
 when making the shoe?" Cer- 
 tainly. 
 
 Rather think we're the first to 
 show rubber heels on oxfords 
 from stock, and also rather think 
 women will appreciate the fact. 
 
 Rubber heeled shoes are highly 
 favored by women of stoutish 
 build, and there's no denying 
 they are delightfully comfortable 
 for any woman who tramps over- 
 much. 
 
 This oxford with rubber heel is 
 made of dongola kid, with tip of 
 same, neat full toe, medium 
 weight, welted sole. .Sizes 3 to 7, 
 widths A to E. 
 
 The price is J3.00. 
 
 No. 625 
 
 Art Squares, 
 Under-Price 
 
 Hundreds of housekeepers are 
 thinking about the floors of Sum- 
 mer houses, and will Ix: glad to 
 secure these attractive coverings, 
 either to go directly on the floor 
 or over a matting. 
 
 They are woven in one soli<l 
 piece, in a variety of patterns, in 
 sizes and prices as follows : 
 
 2H X 3 yards, 1^3.75, worth ^5.75. 
 
 3x3 yards, $4.50, worth fti-TS. 
 
 3x4 yards, #t), worth #9. 
 
 3x5 yards, f 7.50. worth f 11.25. 
 
 4x4 yards, #8, worth $ii. 
 
 4x5 yards, >io, worth #15. 
 
 Also some other Squares, odd 
 either in size or design, a third 
 under-price. 
 
 No. 636 
 
 Rubber Gloves for 
 Preserving, etc. 
 
 $1 a pair. These gloves are a 
 convenience and protection you'll 
 appreciate, jurticularly when pre- 
 serving, canning, gardening, etc 
 They protect the hands, prevent 
 staining, etc. Durable and pcr- 
 fect-fittmg. ti (ler (air. 
 
 I.adies' Bathing C.ips, 35c. up. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 205 
 
 No. 637 
 
 New 
 
 Sweet Potatoes 
 
 Nice fat chunks that will cook 
 as yellow as gold; serve with 
 green corn, iced cucumbers and 
 tomatoes and you won't miss 
 meat at all. 
 
 60 cents the peck. 
 
 About the store — No advance 
 yet with the price of Meridale 
 Dried Beef, which in the midst of 
 the greatest using time of the 
 year, means doubling our usual 
 sales, 30 cents the (lound. 
 
 Block Island Codfish that are 
 small, short, thick, white and 
 mealy, 10 tents the [Kiund. 
 
 No. 638 
 
 Good Painting 
 and Decorating 
 
 Commands admiration. 
 
 It's a sign of economy and good 
 judgment. We use only the best 
 of paints for outside as well as in- 
 side painting, and guarantee to put 
 it (m right. 
 
 No matter if you have a palace 
 or only an auto house, our work 
 and prices will speak fur them- 
 selves. 
 
 No. 639 
 
 Satisfying Beer 
 
 It is a Beer witli a "Want 
 More" taste. 
 
 ( )ne tliat you can adopt for 
 home use with a feeling tliat it is 
 the Ix-.st. 
 
 It don't cause biliousness like 
 beers with less age and care in the 
 brew. 
 
 Purity — why there's no purer 
 beer made — can't be. 
 
 Don't take a substitute, get F. 
 F. X. L. 
 
 No. 630 
 
 Extra Markers 
 To Fill In 
 
 You may have had a death in 
 your family since your monument 
 was erected. It is your intention 
 to have a marker set and the in- 
 scription placed on the memorial. 
 Other things have prevented. 
 You have failed to get at it. We 
 can make a marker to match any 
 monument with our Pneumatic 
 Hammers. 
 
 We can do it at very small ex- 
 jx;nse. It perhaps will not cost 
 as much as you anticipate. Write 
 us a (Histal and we'll have some- 
 one call to talk it over. 
 
 No. 631 
 
 Chocolate 
 Easter Eggs 
 
 IOC to #1.50. 
 
 CrtK>d to look at. Better to eat. 
 Couriers of joy to the little folks. 
 
 We are prejiared to ornament 
 these Chocolate Eggs and other 
 Faster chcKolate novelties with 
 your name or any decoration you 
 flesire, without extra charge, while 
 you wait. 
 
 Also will fill and tie with pretty 
 riblxm, free of clurge, all Easter 
 i.ovelties, if so desired. 
 
 Cream and Jelly Eggs, for fill- 
 ing, at ISC and 2sc a pound. 
 
 No. 633 
 
 The Beer 
 That Satisfies 
 
 In the Brewing of Fehr's Beer 
 the rich and nutty flavor of the 
 ripe ^rain is singularly retained. 
 
 This rarely delightful flavor, 
 the rich amber color, and the glor- 
 ious, sparkling, snapping, creamy 
 foam all please the eye and palate 
 and dwell pleasantly in one's 
 memory. J 1 per case of two dozen. 
 
 No. 63:t 
 
 " I Know 
 Nothing About a 
 Refrigerator " 
 
 Scores of women tell us that 
 every day. 
 
 Some refrigerator makers bank 
 on this ignorance. 
 
 Do not depend upon the name 
 of a refrigerator, unless you know 
 the record back of the name. 
 
 The " Eddy " and " Puritan " 
 refrigerators and ice chests have a 
 selling record in this store reach- 
 ing back 1 5 and 20 years ; in 
 charge of them a man who can 
 give you any refrigerator infor- 
 mation you want. We do all we 
 can to give you honest, whole- 
 some means of preserving food. 
 
 Puritan refrigerators — 100 lbs. 
 ice, I25 ; 40 lbs. ice, $n ; 150 lbs. 
 ice, $28.25 ; so lbs. ice, #16.75 ; 
 200 lbs. ice, $32.50. 
 
 Puritan ice chests — 30 lbs. ice, 
 pi.yi; 100 lbs. ice. $10.25 ; 50 lbs. 
 ice, $8 ; 150 lbs. ice, $12.75. 
 
 Eddy ice chests — 50 lbs. ice, 
 $11.25 ; 25 lbs. ice, $t> ; 75 lbs. ice, 
 $12.75; 35 lbs. ice, $8.50 ; loolhs. 
 ice, $14.50: 40 lbs. ice, $10.25; 
 150 lbs. ice, $17.50. 
 
 No. 634 
 
 Linen Suitings 
 
 At 18c a yard, worth «;c. 
 
 These attractive fabrics are 
 woven in Ireland, and are in 
 pretty mixtures of colors and 
 white. 
 
 They are just the projier weight 
 for Spring and Summer suitings, 
 and will be most effective when 
 made up with white braid. 
 
 They are in mixtures of liplit 
 blue, pink, green, red with while, 
 30 ana 36 inches wide. The reg- 
 ular 25c quality at i<Sc a yard. 
 
 No. 6.1.-. 
 
 This Is the Day 
 For a Hammock 
 
 There is nothing to hinder you 
 from buying — the weather is right 
 —the prices are just what you ex- 
 (lect to pay — the patterns that you 
 will see are just what you have 
 always wished for. No line like 
 ours, the Palmer Hammocks for 
 $7.50, $7.00. $'>.50, $6.25 and from 
 that to as little, each, as $1.25. 
 
 No. 63G 
 
 An Easter 
 Derby, $2 
 
 Your hat must be just as correct 
 as the rest of your attire on 
 Ea.ster Day. 
 
 Here's the very newest model — 
 well up in the front rank of derby 
 fashions. 
 
 .4s for quality, it will pass mus- 
 ter with any $3 hat in town. 
 
 No. 637 
 
 Easter Corsets 
 
 Every woman owes it to herself 
 to wear the right corset. 1'his 
 .season, the fashionable corset, 
 and the woman who wears it, 
 have been remodeled, or as the 
 dressmakers would say, have lieen 
 taken in at some places and let 
 out at others. The changes are 
 small indeed: but having been 
 made intelligently, have worked 
 wonders. 
 
 The wai.st is noticeably longer 
 a'ul is of smaller circumference, 
 llic bust is noticeably higher, and 
 the hips are more routided. The 
 straight front is maintained. 
 
 The best of these new corsets, 
 as a trial will prove to vou, are 
 the W. B. Nuform Corsets: $1 
 and $1.50. 
 
 No. 638 
 
 Install the Light 
 of Satisfaction 
 
 TTiere'sno use illuminating your 
 residence with an artificial light 
 that throws out heat, making yfnir 
 rooms still warmer, and never 
 giving an even light, nor by a 
 light that throws out nauseating 
 odor — use Electric Lights in eveiy 
 room — the light of satisfaction — 
 the light that once used, is always 
 used. 
 
 No. 639 
 
 Odd Pairs of 
 Lace Curtains 
 Half Price 
 
 This is an offering of Lace 
 Curtains in one and two pairs of a 
 kind. You will certainly find the 
 style you wish among them, as all 
 are perfectly correct and represent 
 a great number of lines. Irish 
 Point, Ruffled Bobbinet, Ruf- 
 fled Swiss, Cable Net, Arabian 
 and Renaissance, together with a 
 splendid assortment of fine nov- 
 elty curtains. 
 
 Nevertheless, they are small 
 lots— not over two pairs alike — 
 which we are always anxious to 
 sell, as is manifest in the price 
 to-day : One-half what they sell 
 for regularly. Former [irices 
 $1.50 to $10.00 pair; this sale 
 75c. to $5.00 jiair. 
 
 Regular lines of 1.,ace Curtains 
 also offer rare buying-chances 
 this week. 
 
 No. 640 
 
 Oh, For 
 
 A Surf Bath ! 
 
 We have the things which make 
 it jxissible and practically brings 
 the sea shore home to you, where 
 you can enjoy the exhilarating 
 Salt Bath without leaving the 
 ciiv. A s POUND BOX OF 
 MkRMAID SEA SALT FOR 
 25t- 
 
 We also carry bath tablets, 
 Kithing caps, bath and toilet 
 soaps, bath brushes, bath mats, 
 etc., and at virices about one-half 
 what yoii have usually paid. See 
 our window display of this line. 
 Don't forget that this is the only 
 drug store in the city that gives 
 an automobile ticket with each 
 50c. purchase. Our minute mes- 
 senger service will carry your 
 smallest order to any part of the 
 cilv without extra cost. 
 
 No. 641 
 
 Ask to See 
 These To-day 
 
 Ask to see the line of exquis- 
 itely designed Crystal. Floral and 
 Gold decorated I.emonade Sets 
 that we are offering at tjc. These 
 sets consist of Pitcher, Six (ilasses 
 and Tray. 
 
 Ask to see the cute and pretty 
 " Pig " Savings Banks. They 
 will make the youngsters scream 
 with delight and cost only sc. and 
 IOC. each. 
 
 Ask to see the line of Crystal 
 Cologne Bottles which we are 
 (losing out for 'f. each, lliese 
 are elaborate affairs, and have a 
 pretty Filigree Silvered Top — 
 we've sold them right along at 
 25c. each. 
 
 Ask to see the China Ice Cream 
 I>ishes which are now eoing at 
 40c. Iier set of .six. These are 
 beauties — Floral — (^iold — and all 
 that sort of thing. 
 
 .\sk to see the ver\' new line of 
 I'mbrella Stands — they're going 
 as low as $3 each. 
 
 No. 643 
 
 Who Pays 
 For It? 
 
 Ever notice when your coal bin 
 is nearly empty what a lot of dirt 
 lliere was when vou got to the 
 bottom of the ctial ? Evcrnotiic 
 when coal was put into the Inn 
 what a lot of dirt there was on 
 top of it ? All counted in the 
 '■ weigh." Ever think who pays 
 for it? 
 
 Moral — Buy " our coal " and 
 keep the dirt out of the coal bin 
 and more money in your own 
 purse. Every lump of " our 
 coal " is a lump of heat — no dirt, 
 no waste. One trial makes a |>er- 
 m a n e n t customer. Telephone 
 (■17-2. Prompt delivery. 
 
 No. 643 
 
 We're 
 Upholsterers 
 
 We've been so busy in our uf*- 
 liol.stering dejiartnient that we 
 have not called it to your atten- 
 tion during the spring moiilhs. 
 We are cleaning up hack orders 
 and will lie in a ixisition to meet 
 your needs promptly in the fu- 
 ture. 
 
 It's our business to make your 
 old lurniture look like new. to be 
 like new, or Ix-ttcr, for nuiiy an 
 old frame is better than the ones 
 made nowadays. 
 
 We have an exjiert cabinet 
 worker and finisher on antique 
 furniture. How about your hair 
 mattress ? We will nuke it over 
 and return tlie same day. Esti- 
 mates free. 
 
 No. 644 
 
 If This Catches 
 Your Eye 
 
 And you will stiend ten minutes 
 in our beautiful Plumbing and 
 Lighting Show RtKmis, " the 
 finest in the Southwest," you will 
 see something you never saw be- 
 fore. Houston is progressing, 
 and we are keeping up with her 
 progress. Don't take our wurd 
 for it. Come in and see. 
 
 50 new styles of Gas and F.W- 
 tric ( ;lobes just in. 1 5c. to $1 . 50. 
 
 Five bath rooms complete. 
 
 150 styles of Lighting fix- 
 tures. 50C. to $75. 300 landle 
 lH(wer Welsbach Gas Lights. 
 
 
206 
 
 No. 645 
 
 Who Wins ? 
 
 The race is not always to the 
 swift and discretion in financial 
 r;atters is the better part of valor. 
 
 Abnormally high rates of inter- 
 est mean abnormally large risks — 
 invariablv. 
 
 Safety is the first and greatest 
 consideration. 
 
 ( >urs is a National Bank with a 
 savings departnjent. Savings de- 
 po.sited with us are absoliitely se- 
 cure — safer than they would he in 
 any other place outside the Treas- 
 ury at Washington. 
 
 Y'^very year we add j per cent, 
 interest to your deposits. 
 
 'Hiis J per cent., with absolute 
 safety assured, represents the best 
 form of investment in the world. 
 
 Your savings should be placed 
 with us without dtlav. If out of 
 town, bank by mail. We will 
 send you, fret, full details of our 
 method of banking. 
 
 One dollar or more will ojien 
 an account with us. 
 
 Du it now. 
 
 
 No. 646 
 
 Don't 
 
 Cuss and 
 
 Make 
 
 a Fuss 
 
 Life's too short — the remedy 
 too cheap. An Extension Tele- 
 phone is what you need - you can 
 count by the hundreds the steps 
 it'll save. 
 
 You are a business man. It's 
 
 a business 
 month. 
 
 proposition. |(.oo a 
 
 No. 647 
 
 Gas Toasters 
 
 19 Cents To-night 
 
 The latest improved and best 
 gas toaster made. Nothing to 
 break, all steel. 
 
 Will Toast 5 Slices at Once. 
 Makes them nice and brown. 
 Does it quickly. Produces the 
 finest toast, the most of it and in 
 the shortest time. 
 
 Can be used on Gas. Gasoline, 
 or Blue Flame Oil Stoves. 
 
 It does excellent work on any 
 of them. If you want one come 
 to-night. 
 
 If you cannot get one to-night 
 we'll give you another chance on 
 discount day. 
 
 July 13 and 14, Wednesday and 
 TTiursday. 
 
 These toasters sell for 35 cents 
 in many cities. We let you have 
 them on these days at only 19 
 cents. 
 
 No. 648 
 
 l|( 
 
 A Great 
 Little Smoke 
 
 A smoke for the odd minutes, 
 the short walk or the short wait; 
 for all occasions, indoors or uut, 
 when there isn 't time or inclina- 
 tion for a full, heavy cigar. 
 
 It differs from a ten-cent 
 straight clear Havana cigar only 
 in size. 
 
 f>ery smoker recognizes the 
 convenience and economy of the 
 "short smoke." Few have found 
 a short smoke that satisfies them. 
 These "Minuets" both save and 
 satisfy. They save more than 
 their cost in half-smoked cigars 
 and please even the most exact- 
 ing, Havana-trained taste. 
 
 10 for 25 cents. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 049 
 
 Thermometers 
 That You 
 Can Swear By 
 
 You will get much satisfaction 
 this summer by having a ther- 
 mometer near by that will tell 
 you exactly how hot — or how cool 
 It is. 
 
 We have a complete assort- 
 ment of thermometers in several 
 styles, reliable ones that you can 
 swear by. 
 
 S>ome are designed especially 
 for outdoor, others for indoor u.se. 
 Some have a barometer attach- 
 ment that warns you in advance 
 of weather changes. 
 
 Prices 2SC. Upward. 
 
 No. 650 
 
 Business Suits 
 at Popular Prices 
 
 There is a smart, handsome 
 character to our Clothing that 
 api>eals to every man who exam- 
 ines it. Yet, with it all, the 
 showing of suits at the popular 
 prices meets the wishes of the 
 most economical men. Nowhere 
 else can such style and character 
 be secured in Men's Business 
 Suits at our prices. 
 
 At $15 Single-breasted Sack 
 Suits of fancy worsted ; in neat 
 gray effects. The most service- 
 able fabric made for business wear 
 
 At $16.50 - Single-b r e a s t e d 
 Sack Suits of fancy worsteds and 
 cheviots, in a large variety of pat- 
 terns. 
 
 At #18— Double and single- 
 breasted .Sack Suits of fancy 
 worsteds and cheviots; stylish 
 and serviceable. 
 
 No. 651 
 
 What Is Gas? 
 
 It is not Air. 
 
 It's ordinary Coal with the Dirt, 
 Ashes and Smoke taken out by 
 the Gas Company. 
 
 It's Hard, Heavy Coal, the 
 kind you pack up-stairs in 
 buckets', with the Weight and 
 Work taken out. 
 
 It's Coal, not delivered in your 
 back yard, but delivered through 
 a small pipe rijfht into your Gas 
 Range in the kitchen. 
 
 It's Coal, which makes cooking 
 a drudgery, with the Drudgery 
 taken out. 
 
 It's refined C0.1l, with every- 
 thing taken out but the Heat, the 
 one thing you want, and under 
 your cooking, where you want it. 
 
 .\nd more than that. Gas is 
 Coal, with a part of the Price 
 taken out. 
 
 Such is Gas — the most unique 
 coiikinjj convenience of the 
 Twentieth Centur>' 
 
 Are you wide awake to all its 
 advantages? 
 
 No. 659 
 
 Open an Account 
 With Us To-day 
 
 The first step in business is to 
 make money, the second is to de- 
 posit it where you don't have to 
 worry about it's safety. 
 
 We point with pride to our 
 assets, they're all clean and avail- 
 able. 
 
 Every legitimate Banking 
 Courtesy we extend to our de- 
 positors. 
 
 Your account we solicit. 
 
 No. 653 
 
 No Fuss 
 No Fuming 
 
 and no mosquitoes with the Dixie 
 Bar Frame. When you let the 
 l)ixie down it stays there. You 
 don't wake up with the bar twist- 
 ed between your toes and the 
 mosquitoes getting in their work. 
 It's tlie only bar frame that gives 
 entire satisfaction. #1.50. 
 
 No. 654 
 
 Stetson's Hats 
 For Men 
 
 His hobby is the flexible con- 
 forming derby. Those who have 
 known its ct>mfort never wonder 
 why. Those who haven't we 
 would have know that it is the 
 the lightest derby made and will 
 of its own accord conform to any 
 shaped head, f 3 50. 
 
 The cleverest hat which Stetson 
 has designed is a high crown , flat 
 brim derby for young men. Black 
 or cedar. Ours exclusively, #3.50. 
 
 Stetson won his spurs with his 
 soft hats. We never knew a hat- 
 man who could make a soft hat 
 as soft as Stetson's. 
 
 Conservative Alpine and raki.sh 
 models in nutria, tan, brown, 
 l^earl or black. ^3.50 10 $12.00. 
 
 No. 655 
 
 Take a Kodak 
 Along; Bring Your 
 Outing Home 
 
 Kodaks for vacations; for 
 single-day or half-day outings; 
 the most compact and convenient 
 of cameras. 
 
 Foldinj; kodaks. $(< to J65. 
 
 Brownie Cameras, 5i and $i. 
 
 No. 2 bull's-eye, $8. 
 
 No. 656 
 
 He Who Saves 
 Is He Who Wins 
 
 He will be ready when oppor- 
 tunity offers or trouble comes, 
 wliile the other man will have 
 nothing with which to work or 
 protect himself. 
 
 The greatest help known to 
 savings depositors in this stat' is 
 our home savings bank and the 
 interest we pay on all deposits. 
 4H percent. (|i opens an ac- 
 count). 
 
 No. 657 
 
 Carpets Really 
 Cleaned 
 
 Not simply a small part of the 
 du.st pountled out, hut thoroughly 
 renovated and made clean and 
 sweet. No one can do such work 
 as we do with any kind of a car- 
 pet beater in the back yard. Our 
 wiirk is perfect, and is so ac- 
 knowledged by all who have 
 given us a trial I.et us send our 
 wagon to your hou.se and carry 
 your carpets away. We'll bring 
 them back in fine condition. 
 
 We also weave carpet-vto order 
 and make rugs out of old carpets, 
 rugs of any size, and which are 
 most serviceable. 
 
 No. 658 
 
 Porch Weather — 
 
 take time to enjoy it. An after 
 dinner nap or a placid summer 
 evening in one of our big, wide- 
 armed rockers brings rest to mind 
 and body. 
 
 .Still some of those close-woven 
 rattan chairs with polished maple 
 frames. Beauties! the porch 
 rocker at its best, >2, fj, ti-$o. 
 Reed rockers in a dozen graceful 
 shai^es, turned out in the famous 
 Wakefield style, #1.75 to $S. 
 
 Two chair maple swings, f6.no. 
 Adjustable — ready for a nap or a 
 chat. 
 
 We're fixed for hot weather. 
 Are you? 
 
 No. 659 
 
 Fur Storage 
 
 There is great risk in attempt- 
 ing to care for fur garments at 
 home. Not only the moths, but 
 fire, dust and burglars are to be 
 considered. 
 
 We protect you from all these 
 dangers, and the storage cost is 
 small. A postal card request will 
 bring our wagon to relieve you of 
 the responsibility for tlie Sum- 
 mer. 
 
 No. 666 
 
 Pay a Little At 
 A Time 
 
 Don't put the wedding off; 
 don't wait to get rich. 
 
 Many of the happiest homes in 
 Elizabeth are now being paid for 
 on our little-at-a-time payment 
 plan. 
 
 I>eap year wedding couples are 
 urged to come and talk it over. 
 Special inducements for com- 
 plete outfits. 
 
 Figure it out this way: 
 
 #50 worth of furniture, $i dowii, 
 $1 a week. $100 worth of furni- 
 ture, #10 down. $150 worth of 
 furniture, tis down. 
 
 The cost to furnish three rfHims 
 f^K), four rooms ^5, five rooms 
 #124. 
 
 No. 661 
 
 Makes No Differ- 
 ence to the Blind 
 
 what we say about matters optic- 
 al, but how about yourself ? 
 
 No use in going blind if appro- 
 priate glasses secured now will 
 save your sight. Concerned about 
 your eyes? See us and see longer. 
 Kye aids of every description at 
 your service here. 
 
 fi 00 glasses for f 1.00. 
 
 Eyes examined free. 
 
 No. 662 
 
 Shoes You'll Like 
 
 You'll like them for smart 
 looks first; you'll like them as 
 long as you wear them, for the 
 way they keep their good looks. 
 You'll like the long wear you get 
 out of them, and, of course, you'll 
 like the easy prices. 
 
 Slen's shoes at #3.50. 
 
 As pood as the average #3.50 
 shoe; in fact, is the usual ^3.50 
 shoe of other stores. Your choice 
 of half a dozen kinds to choose 
 from in the shapes that fit the 
 foot and the eye. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 207 
 
 No. 66.*) 
 
 Belle Mead 
 Sweets 
 
 It will make yoi-r mouth water 
 to lilt the cover from a Ixix and 
 sec how daintily they are assorted 
 and packed. 
 
 We guarantee every ounce to he 
 absolutely pure. Make it your 
 next order Uir candy. 
 
 No. 664 
 
 A Tailor 
 
 Can do very little Tailoring, 
 and yet be called a tailor, even 
 called a good tailor. 
 
 He can take a lot of measure- 
 ments (some of them for effect) ; 
 then, when you're gone, he'll get 
 out his regular patterns (ready- 
 made patterns), and say to himself, 
 " I'll just ease this a bit at the 
 shoulders and take it in at the 
 waist." 
 
 We don't call that tailoring, 
 although many a tailor, who does 
 that. gets more for his clothes than 
 we do. 
 
 What we call Tailoring is to 
 have a cutter measure you, design 
 a suit for you, and for you alone ; 
 cut the cloth ; supenntend the 
 making ; fit and alter ; be respon- 
 sible to us for the work from 
 beginning to end. 
 
 And all with the help and advice 
 of our head man. who has been 
 in the business almost forever. 
 
 Suits #20 to $(x). 
 
 No. 665 
 
 Boys' Easter 
 Clothes 
 
 Perfect in pattern and faultless 
 in finish, our nobby suits for 
 young men of 15 to 20 will yield 
 the maximum of comfort and 
 wear; single or double-breasted, 
 in new grays and browns, blue 
 and black serges and cheviots; 
 specially good value at ^12.50 and 
 
 J15 <X1. 
 
 Boys' and girls' wash suits that 
 look right, give satisfaction in 
 every part, and best results in the 
 w.ishing; sailors. Buster Browns, 
 Etons, Russians and kills. Im- 
 mense variety, $2 to $10. 
 
 No. 666 
 
 Going to Spend 
 Your Vacation at 
 the Seashore or in 
 the Woods? 
 
 If vou are going to camp out 
 you'll find our Army Cots just 
 the thing. Easy to lie on, easy 
 to set up and folds compactly. 
 Even if you're not thinking about 
 going away it's a good tning to 
 have about the house for an 
 emergency. Price here ^2.25. 
 
 No. 667 
 
 Safety Vaults 
 
 The Safe Deposit Vaults are 
 the only place of absolute security 
 fur important papers. 
 
 Do not for a day take the risk 
 of your house burning down and 
 losing the title to your property. 
 
 Boxt's are as low as 50c a 
 month. 
 
 No. 668 
 
 Discard That 
 Old Derby 
 
 You can count on the quality of 
 our hats being ahead of that of 
 .my other house at the same fig- 
 ure. Rap at the door of .some- 
 body who wears our hats and 
 listen to what he says. 
 
 A good hat can be bought as 
 low as Jt2. The Knox high hat 
 (sold exclusively here), f8. 
 
 You've seen men, perhaps, who 
 have a strange faculty of making 
 themselves agreeable to all sorts 
 of persons. That's our Hat Store. 
 We have so many different 
 shapes, sizes, styles and qualities 
 that we doubt if a solitary man in 
 all Philadelphia can come here 
 and leave with his old hat. 
 
 No. 66f) 
 
 To-morrow Is 
 Washday 
 
 If he doesn't wish you to be 
 tired and out of sorts when he 
 gets home from work to-morrow 
 night, but wants you to be able 
 to meet him with a rested look 
 and a smile, tell him to buy you 
 one of those Paragon Washers. 
 It saves all of that rubbing and 
 Iwck straining. Just put the 
 clothes in the washer, sit down, 
 read a b<M)k, turn the crank and 
 the machine docs the rest. Call 
 and we will show you how easy it 
 does the work. 
 
 No. 670 
 
 No. 671 
 
 No. 673 
 
 Save Your 
 Eyesight 
 
 Oxford Weather 
 
 Its high time to discard your 
 heavy shoes and give your feet a 
 summer home in a pair of comfort- 
 able ( )xfords. 
 
 No slipping at the heels or gap- 
 ping at the sides about our Ox- 
 fords. Prices range from Jj to 
 
 Take a peep at our window. 
 
 Here's the Style 
 
 in Sticks 
 
 at Little Prices 
 
 Weichsel and Partridge wood, 
 with neat silver trimmings ; value 
 50C., at 25c. 
 
 Fine partridge, in different 
 shapes, trimmed with sterling sil- 
 ver ; value 1^1.25. at 75c. 
 
 Bamboo, partridge, malacca, 
 etched wood, either plain or ster- 
 ling silver trimmed ; value #2.75, 
 at ^1.43. 
 
 If you neglect to care for your 
 eyes while young you are apt to 
 suffer some severe consequences 
 later. 
 
 If your eves are weak they can 
 be strengtliened by the use of 
 glasses. 
 
 If your sight is defective in any 
 way, it can be overcome with 
 proper lenses, and you can thus 
 save' your eyes. 
 
 We won't charge you a cent to 
 test your eyes. 
 
 No. 673 
 
 Fancy Vests 
 
 $2 to |8 
 
 More than ever the fancy vest 
 will he a subject for careful 
 thought this summer. 
 
 Before ordering a supply, you 
 will find it to your interest to 
 inspect our magnificent line of 
 fancy vestings in silk, wool, 
 worsted and wash materials. 
 
 No. 674 
 
 Our Hat 
 Department 
 Gains in Favor 
 
 with men who are tired of paying 
 for a maker's name. 
 
 Here are hats without superiors, 
 selling at a saying of #1, fi.50 or 
 
 *2. 
 
 Made by experts who have no 
 superiors on earth; made from 
 finest possible material, and in 
 the latest shapes for spring wear. 
 
 No. 675 
 
 Tlie sun smiled yesterday on 
 men who wore— 
 
 -Stiff hats and hea\-v suits. 
 
 Straw hau and light weight 
 suits. 
 
 Straw hats, light weight suits 
 and thin underwear. 
 
 Straw hats, light weight suits, 
 thin underwear and low shoes. 
 
 The last man smiled back in 
 comfort. 
 
 We've all the comforts of 
 clothes for warm weather — all 
 ready for you. 
 
 Going away to-night for a vaca- 
 tion ? 
 
 Need a Norfolk suit or flannels ; 
 suit case ; goll balls .' 
 
 No. 67 1> 
 
 Beautiful Hats 
 For Little Girls 
 
 Trimmed Hats for girls of 5 to 
 15 years. 
 
 Smart, dapper and flaunting for 
 the pert, pretty type, picturesque, 
 soft and lacelike for the more 
 ethereal lassies every sort of 
 pretty hat from rough straw to 
 embroidery or lace. Every shape 
 from Continental to poke or 
 " baby " flare: Every sort of 
 trimming, flowers — especially 
 flowers — big or little, ribbons and 
 all the rest. Girlish, new and 
 beautiful — J7 to J 12. 
 
 No. 677 
 
 Blank Books 
 
 We make 'em. 
 
 We make 'em to order. 
 
 We also make loose ledger 
 sheets and rule and print them to 
 order. 
 
 We are fully equipped for this 
 work. We make them up right 
 and get them out on time. 
 
 In this age business in all lines 
 is brought down to a science. 
 Books made expressly for your 
 business save time. 
 
 Time is money. 
 
 We have made so many of these 
 books and loose ledger sheets that 
 if you do not know )ust what form 
 of blank book would suit your 
 business, we can help you deter- 
 mine — and you will thank us. 
 
 Consult with us and you'll get 
 what you want. 
 
 No. 678 
 
 Bathing Suits 
 
 A dozen or so new styles, em- 
 Nidying the latest fads in beach 
 and water wear, are ready now im 
 the suit floor. These ^rnu-iiis 
 are made by the best designers id 
 New York City — men who prac- 
 tically dictate the mode for evcr\- 
 watering place frora Newixirt to 
 .Atlantic City. You'll appreciate 
 ttiat fact and the privilege that is 
 yours to start your summer's out- 
 ing with a correct wardrobe. 
 
 While you may pay as much as 
 ?i 5 or J20 for a suit of siiecul ele- 
 gance, there are a number of pretty 
 and serviceable ones at from $2.v> 
 to fs.98 each. Pleased to show 
 them. 
 
 Another notable arri\-al is a lot 
 of " Women's .Shirts " from Fisk, 
 Clark & Flagg, the noted New- 
 York hatierdashers. llicse on 
 the same floor. 
 
 No. 67» 
 
 Yesterday's Dollar 
 at Work 
 
 Have you put it at work, or is 
 
 it lying idle? 
 
 'I'he saver makes yesterday's 
 dollar work for him tt>-day. He 
 thus uses wise judgement in the 
 investment of his nwrney, and is 
 enabled to take advantage of liis 
 opnortunities. 
 
 Determine to be successful b>' 
 saving all the money you can 
 now. 
 
 3 per cent, interest paid cm time 
 deiMisits. 
 
 No. 680 
 
 Another Sale of 
 Potted Plants 
 To-morrow 
 
 Every one likes to see potted 
 plants around the house. A charm- 
 ing touch of green has a place all 
 its own in the household scheme 
 of decoration. 
 
 These we have for sale are not 
 artificial, they are Nature's plants, 
 full of life and health and beauty, 
 and at prices quite a little under 
 what the landsca|ie gardener or 
 florist would charge you. All 
 nicely potted, with plenty of the 
 right kind of soil around them. 
 
 Ferns 40c. to 53.50 each. 
 
 Rubber Plants boc. to $1.75 
 each. 
 
 Palms 40C. to #3.25 each. 
 
 Screw Plants 75t. each. 
 
 In this deliartment you will find 
 all sorts of llower seeds at lowest 
 prices. These seeds come from a 
 strictly first-class nurser\man, 
 therefore you can place confidence 
 in them and not be di.sap(x>inted 
 with |x>or flowers, or plants that 
 fail to bloom at all. 
 
 No. 681 
 
 Individual Easter 
 Millinery 
 
 This year at any rate vou can 
 depend on having a hat t)iat was 
 made for you — not only becoming, 
 but exclusive. 
 
 Our artists have worked won- 
 ders with the new styles, copyii'g 
 and varying endlessly the Paris 
 models. 
 
 And the prices are so moderate. 
 
 At $10 we show a number of 
 straight copies of high-class Paris 
 models. 'The grace and distinc- 
 tion of the onginals have been 
 successfully caught. 
 
208 
 
 No. 683 
 
 Smart Easter 
 Oxfords 
 and Shoes 
 
 Comfort, erare and durability — 
 these were the qualities we sought 
 in our selection of women's sum- 
 mer shoes and oxfords. 
 
 We show a heautiful and com- 
 prehensive range. 
 
 In lx!nch-ma<le shoes and ox- 
 fords, we maintain the high stand- 
 ard of excellence that comiiares 
 favorably with "custom-made," 
 and saves a third or more — prices 
 $i vi to $'iSo. 
 
 Notable amongst the new styles 
 are the tasteful shades oi tan and 
 brown, the various ties — "rio- 
 lx>n,'" "Christy" and "sailor." 
 
 Of special interest is the new 
 walking pump with a "fitting" 
 heel, guaranteed not to slip. Ox- 
 fords, #3 to J6; boots, #3 to $$• 
 
 No. 68.3 
 
 This Weather Is 
 Hard on Trousers 
 
 Couldn't be worse, and it's quite 
 likely you are even now thinking 
 of getting several new pairs. It's 
 the best part of dressiness to have 
 two or three pairs of trousers to 
 contrast with your coat and vest. 
 
 In our regular stock we ha"e 
 men's trousers at $3.50, ^4.50, 
 J5 ooand by ha!f dolUr steps up 
 to !*9 00. Choice is from cassi- 
 meres, imported cheviots and 
 fancy worsteds — in stripes, checks 
 and plaids. Our tiou.sers of out- 
 ing flannels and wool trasht >"are 
 also ready in the above price 
 range 
 
 .At #3.50 we are selling Summer 
 trousers tor men. worsteds in dark 
 gray patterns that are worth #'>.oo. 
 ]f7.t)o and 5^ 00. They are what 
 rem.un from a purchase we told 
 vou of. All waist sizes and all 
 lengths. 
 
 No. 684 
 
 The New Shirt 
 
 While the tf>-measure shirt 
 nukers have been quibbling as to 
 whuh of them fathered the new- 
 model, we have been quietly almut 
 our business fashioning it ready- 
 for-service. It is a coat shirt with 
 the high band, "Dick Turjim" 
 collar and new cuffs attached. 
 Our stock affords this model of 
 madras, $2. 
 
 No. 685 
 
 A Boys' 
 Oxford Season 
 
 This is going to be the greatest 
 season ever known for boys' Ox- 
 fords. If you go in for style at 
 all. you will want to be ready to 
 put aside your high shfws and don 
 your low ones just as soon as the 
 weather settles. 
 
 We are eager to have you see 
 our splendid sttKk of < )xfords for 
 boys and young men who wear 
 sizes I to 554. Tans, patent colt 
 or black calf. Prices— #2 and 
 
 'Ilie styles are identical with the 
 most fashionable men's Oxfords, 
 the lasts over which tliey are made 
 are especially designed lor grow- 
 ing feet, and the fitting is done by 
 experts. 
 
 Our boys' shoes and Oxfords 
 start at $1.20. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 686 
 
 New Belts 
 
 For the Kaster Gowns, 
 
 The belt holds an anasually 
 important position in the Kaster 
 costume this season, notwithstand- 
 ingits necessity in the past. 
 
 This is because of the newly 
 beautiful effects that have been 
 produced, and the manner in 
 which the costumes depend on 
 the lielt for the finishing touch 
 this Spring. 
 
 Nowhere is there a finer show- 
 ing. 
 
 l"he .-oUection includes Belts of 
 leather and silk, domestic and im- 
 ported, wide and narrow, plain 
 and fancy. Here are the most 
 elborate fielts, as costly as may 
 be desired, and yet we have re- 
 markably handsome belts for $1. 
 
 No. 687 
 
 Do You Need 
 A New Sidewalk ? 
 
 Cement, when it is laid as we 
 lay it, makes the handsomest, 
 most satisfactory walk or curbing. 
 The cement work done by M. S. 
 Hotchkiss in Binghamton and 
 Lestershire in the past 10 years, 
 proves its durability. May we 
 estimate for you ? 
 
 Fire proofing and Building Con- 
 struction of Hydraulic Stone, 
 Work fully guaranteed. 
 
 No. 688 
 
 Easter Cards 
 and Booklets 
 
 Inexpensive tokens that often 
 express your good wishes better 
 than a costly gift. 
 
 Children now exchange these 
 cards as they exchange valentines. 
 
 < )lder folk give them, also. 
 
 Flat cards, ic to Sc. 
 
 Folding cards, 3c to 150. 
 
 Crosses, 2C to 15c. 
 
 Booklets, 5c to 35c. 
 
 Novelties, such as chickens, 
 rabbits, etc., 2C to soc. 
 
 No. 689 
 
 The Way 
 
 to Make Money 
 
 Is to Save It 
 
 The man with a few hundred 
 dollars in bank is able to take 
 advantage of opp<irtunities that 
 are clear out of reach of the thrift- 
 less man. 
 
 Begin with a dollar if you can't 
 spare more — 4 per cent, interest. 
 
 We have an interesting booklet 
 on banking by mail that is yours 
 for the asking. 
 
 No. 600 
 
 Some Hot News 
 
 Pea Coal as large as it ever 
 grows. 
 
 Nut Co.il as big as it should be. 
 
 .Stove Coal that isn 't disguised 
 as F,gg Coal. . ,_ ^ , 
 
 No overgrown sues m the Coal 
 we sell— but it's full of worth 
 and warmth. 
 
 No. 601 
 
 This $1.49 
 Curtain Stretcher 
 on Friday for 89c. 
 
 (Jnly a hundred in the lot, so 
 come early — the Never-Sag Cur- 
 tain Stretcher — good solid frames, 
 strong steel pins and extra suji- 
 port from bottom to top of frame 
 so that it cannot .sag — no washers 
 to lose— equipped with attached 
 easel back— positively the last lot 
 we will be able to procure to sell 
 at Friday's price — mail orders 
 tilled if in stock when received — 
 just think of the saving afforded at 
 Friday's Price, 89c. 
 
 No. 692 
 
 Can a Telephone 
 Knead Bread? 
 
 No, but it can order the flour, 
 milk, .salt, yeast and baking pow- 
 der all in a twinkling. 
 
 No. 693 
 
 Men's Imported 
 Bath Robes, 
 
 WORTH I8.S0 TO $12.00, 
 
 at ^5. 
 
 A German manufacturer who 
 makes a specialty of high-class 
 Hath Robes has sold us his entire 
 sample line at such a big discount 
 that we're able to place the robes 
 on sale to-day. in many cases at 
 less than the cost of im|K>rlation. 
 They're of the finest Terry Cloih 
 in a large variety of colors and 
 exclusive patterns If bought in 
 the regular way these robes would 
 cost $8 50 to >i2, but this lot of 
 samples will go at $$ each. 
 
 No. «94 
 
 No. 695 
 
 Sensible 
 Clothing Style 
 
 One of our swagger Spring 
 Suits possesses every ear-mark of 
 the prevailing modes. 
 
 Yet we rarely make the ex- 
 treme styles. We don't cling too 
 closely to the fashion plate, but 
 adapt the style to the face and 
 figure of the man. This empha- 
 sizes the individuality of your at- 
 tire, without stooping to the vul- 
 garity of conspicuousness. 
 
 The distinctly better grade of 
 tailor-made attire— #25 to f 45 per 
 suit. 
 
 You are just in time for that 
 Easter suit. 
 
 An Outing 
 Without a Kodak 
 
 IS LIKE 
 
 Hunting 
 Without a Gun 
 
 or fishing without a hook. 
 Kodaks are better every year— do 
 more things and work easier. 
 Kvery kind here, all the supplies 
 and requisites for every part of 
 picture making. The cost but 
 little, if you so choose. 
 
 No. 696 
 
 Are the Years 
 Working for You ? 
 
 Time is flying — every year finds 
 you nearer old age. Do you want 
 to work hard then- do you want 
 to toil when you might be living 
 comfortably on the fruits of a judi- 
 cio. is investment at PKNBRYN ? 
 (We say "buy and build.") 
 
 Let the years work for you. 
 Invest in PENBRYN. Buy as 
 many lots as you can afford to 
 carry. Next year your little in- 
 vestment will nave earned a large 
 increase and every year works 
 liarder— bringing you larger 
 returns. 
 
 Prices will go up — just as they 
 have in every suburb we ever 
 managed. Higher and higher 
 they go until the profits of the 
 investor assume wondrous pro- 
 portions. 
 
 The years have brought com- 
 fortable fortunes and incomes to 
 the far-seeing ones who invested 
 in our suburbs. No need for 
 them to work in their old age 
 —their investments and years 
 have dime all the labor necessary. 
 
 Invest in PENBRYN TO- 
 DAY. Let time work for you 
 and earn you a fortune. Don't 
 delay— even for a day. The fav- 
 orite word of the Spaniards is 
 "to-morrow" — that is what 
 makes Spain the poorest and 
 most miserable nation in Europe. 
 To-day means wealth— to-morrow 
 doesn't count. 
 COME TO PENBRYN NOW! 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 209 
 
 No. 697 
 
 Ready-to-Wear 
 Hats at a Dollar! 
 
 This is an extraordinary offer- 
 ing. Three hundred pretty, 
 stylish, Trimmed Walking Hats 
 for women, ordered weeks ago, 
 have just come in— and we don't 
 want 'em They were made to 
 sell at f 2 and $2 25. and are easily 
 worth these prices. But, to get 
 them out of the way quickly, we 
 mark them below cost— Iji each. 
 
 No. 698 
 
 75c. for $1 Velvet 
 Carpets 
 
 Full rolls— as much or as little 
 as you want for your room. You 
 don't have to buy odd lengths .iiid 
 remnants to secure this large 
 reduction. 
 
 Fourteen patterns to choose 
 from ; all of them new this soring 
 and every one with a ^a border of 
 stair carpet to match. 
 
 The colors are bright; floral 
 and rug designs; some in self- 
 colored patterns. 
 
 Our regular standard tt a yard 
 carpet for 75c. 
 
 No. 699 
 
 Prescription 
 Accuracy 
 
 Bring prescripti(ms here. We 
 ask you to do things f>ecause we 
 know that we give careful, high- 
 grade service. 
 
 We conduct our prescription 
 department in a sir.iightforward, 
 businesslike manner. 
 
 We treat all customers with 
 absolute fairness. 
 
 We have no favorites. 
 
 No. 700 
 
 Women's 
 Shirtwaists of 
 China Silk 
 
 Fresh white cool waists to wear 
 any time, i easily laundered — 
 do them .urself, for that matter. 
 
 One j'v.'c is simplest tailor- 
 made — p.';a..' back and front. J3 
 and ?3.- . The latter is better 
 quality. 
 
 Another nas opening in front 
 and is trimmed with clusters of tiny 
 tucks, tiny buttons and Valencien- 
 nes insertion, which is used again 
 in the cuffs, t$. 
 
 Buttoned in back, with box- 
 
 f)leats in front, tiny tucks and 
 arge side-pleats, tucked cuffs, 
 pearl buttons and embroidered 
 fronts, I7.50. 
 
 No. 701 
 
 A Sale of 
 Pocketbooks 
 
 A manufacturer got tired of 
 keeping these Pocketbooks — 
 good as they are — in his stock. 
 He accepted our offer— a very 
 low one — for the lot; and we offer 
 the splendid resultant bargain to- 
 day, to women who prefer the 
 handy pocketbook to the various 
 kinds of bags now so much used. 
 
 There are Pocketbooks and 
 Coin Purses, in a number of fine 
 styles, at half prices or less : 
 
 At 25c. to f I , worth soc. to $1. 
 
 No. 703 
 
 Compare These 
 $1.79 Oxfords 
 With Anything 
 
 at $3 
 
 Perhaps it is because women 
 Aazie compared that we are selling 
 so many of them. A full stock 
 ready for to-morrow — can't prom- 
 ise after that. 
 
 #j Kidskin Oxfords at J1.79. 
 
 Note particularly the style and 
 character of those Oxfords. Even 
 at $3 they would be special value. 
 Made of fine grained kidskin, on 
 shapely lasts, well arched, with 
 high Cuban heels, turn soles and 
 patent or kid tips. 
 
 No. 703 
 
 Summer 
 Furniture 
 
 FROM CHINA. 
 
 Long before Heywood and 
 Wakefield, John Chinaman made 
 furniture from reed and rattan. 
 He taught us the art, but he 
 couldn't find any of us bright 
 enough to learn how to make a 
 gong. And still we use Chinese 
 reed furniture. 
 
 If you read and act upon the 
 following you'll more than ever 
 be in debt to John Chinaman. 
 Some hundreds of pieces of Chi- 
 nese reed furniture, our own im- 
 portation, go on sale to-day one- 
 third off price. 
 
 Here are a few :— 
 
 $8 Reed Tables at #5. 25. 
 
 #8 Green Reed Chairs at $5. 25. 
 
 J8.50 Reed Couches at f 5.50. 
 
 ^S.;o Reclining Chair Couches 
 at ffijo. 
 
 $S io White Enamel Reed 
 Chairs at fs-S°- 
 
 No. 704 
 
 Comparatively 
 Few People 
 Know 
 
 that Negatives made with Kodaks 
 and Hand Cameras can be En- 
 larged, and Beautiful Wall Pic- 
 tures made from them. It is a 
 fact, however, and we are so sure 
 that we can please you that we are 
 making the following offer : Bring 
 us one of your Negatives, any 
 size ; we will make an 8x 10 inch 
 enlargement, and print, mount and 
 frame it in a Handsome Frame, 
 11x13 inches, for |i.io. 
 
 No. 705 
 
 Money Back 
 
 We guarantee everything we sell 
 to give thorough satisfaction ; 
 money back if you decide against 
 a purchase promptly; full redress 
 no matter how long you've lud a 
 piece . 
 
 We do not " exchange " mat- 
 tresses, or pillows— for sanitary 
 reasons. We've been known to 
 take back a mattress and throw it 
 away, for fault. But faults are as 
 few as human prudence can make 
 them. 
 
 No. 706 
 
 Pure Linen 
 Handkerchiefs 
 
 Their purene.ss is the primary 
 consideration. We look out for 
 that first. Then we buy in huge 
 quantities — that shipment, the 
 other day, of over filty thousand 
 of one soi exemplifies that. 
 Hence low pi. -es result— witness 
 to-day's offering.s. 
 
 Some new, special lots of Initial 
 Embroidered Handkerchiefs are 
 added to the plain hemstitched 
 sorts; all very much below what 
 they're worth: — 12!,2 cents each. 
 
 No. 707 
 
 Novelties in 
 Tourists' Coats 
 
 All cut on mannish lines — 
 which makes them so easy to get 
 on, comfortable to wear, and 
 smart to look at: and all made of 
 the fancy mixed cloths that dust 
 doesn't stick to and rain won't 
 spoil. 
 
 At #10.00 — Coats in fancy mixed 
 effects, loose front, loose back 
 held in with belt; coat sleeves, 
 close-fitting cuffs, plain collar 
 and reveres, yoke and sleeves 
 lined with satin. 
 
 At $ 1 5 .00— Coats in fancy mixed 
 tweed effects, waterproofed, loose 
 double-breasted front and loose 
 belted back: notched collar and 
 reveres, lap pockets, plain sleeves, 
 wide at hand, finished with strap. 
 
 No. 708 
 
 Hello, Polly! 
 
 Just received a fine importation 
 of genuine Mexican double yellow 
 head parrots. These birds are 
 the tamest, most fluent talkers 
 and singers of all the parrot 
 species. Price only #7.00 each if 
 purchased within the next few 
 days. Call or address 
 
 No. 709 
 
 Penbryn is Near 
 
 A suburb that is hard to get to 
 mi.ght as well be off the map. 
 No trouble like that at PEN- 
 BRYN. Twenty-eight short min- 
 utes by train from Reading 
 Terminal, uneqiialed train service, 
 fare loc. Only a few minutes 
 longer by trolley, when road is 
 completed. 
 
 In New York, if a suburb is 
 within 45 minutes of the center of 
 the city — with several changes of 
 line, it is thought central 
 PENBRYN is only 28 minutes 
 away from Reading Terminal, 
 and 400 feet above high water 
 mark. Think of it — no change of 
 cars I 
 
 PENBRYN is successful-it 
 was before the first spade was 
 turned. Its very location attended 
 to that : improvements by the 
 Roberts method added the finish- 
 ing touch. Out the Philadelphia 
 & Reading Road, overlooking 
 Glenside, and near to the greatest 
 a.i.usement park in the world — 
 Willow Grove. 
 
 Trainsnowand trolley building 
 mind you— the Willow Grove line 
 with cars every few minutes and 
 express time. 
 
 Every visitor to Willow Grove 
 will pass PENBRYN -PEN- 
 BRYN is a part of the beautiful 
 country you admired so much the 
 last time you went to Willow 
 Grove Park. PENBRYN is on 
 the ridge which runs hietween 
 Willow Grove and Chestnut Hill 
 — the highest ground within 15 
 miles. The hills are beautifully 
 wooded. 
 
 Come out to-day — don't let 
 others get ahead of you. The 
 man who buys now gets the 
 choice picking. The man who 
 waits has to take what is left. 
 The lots are all good, but still 
 there is always a choice. Do you 
 want it ? 
 
 No. 710 
 
 Ostrich Plumes 
 
 Black and White. 
 
 Market prices up — 
 
 Our prices down — 
 
 That's a condition of things 
 that you've known many a time 
 before— and you expect it. 
 
 They are made of prime Ostrich 
 feathers with broad, long flue, full 
 and exceptionally heavy heads. 
 In white and unusually brilliant 
 black. 
 
 You'll recogniz* these prices as 
 unusually low, if you've been 
 pricing good plumes recently : 
 
 iS-inch Plumes at $2. 
 
 16-inch Plumes at 12.50, 
 
 17-inch Plumes at $3. 
 
 18-inch Plumes at S3 50. 
 
 19-inch Plumes at $4. 
 
 No. 711 
 
 How to Judge 
 Covert Coats 
 
 1. Test them by time. 
 
 2. Buy them here and be sure. 
 Every Covert Cloth Coat we 
 
 sell has been made by an expert, 
 and tested by an expert. "Tried 
 on a figure 
 
 New styles at low prices : 
 At $12.50 — Light or dark tan ; 
 fitted ; stitched strap down back 
 and over shoulders ; lined with a 
 fine quality of plain or changeable 
 Uffeta. 
 
 At $15— Three styles ; tight- 
 fitting or semi-fitted ; coUarless or 
 with coat collar. Shapely, and 
 kept shapely. 
 
 No. 712 
 
 Toilet Goods 
 
 We can say nothing in support 
 of these standard toilet requisites 
 They have long since borne their 
 own message. 
 
 But — we ask you to carefully 
 
 note our prices — our every-day 
 
 prices — rather than the " once-in- 
 
 a-while " price-markings of some 
 
 ■ sales," so<alled 
 
 These are price-slides, and they 
 hold good every day in the year ; 
 
 $1 Listerine, 58c 
 
 $1 Borine, 40c 
 
 25c. Lyon's Tooth Powder, 14c. 
 
 25c. Sheffield's Dentifrice, 12c 
 
 25c. Cuticura Soap, 16c. 
 
 25c Packer's Tar Soap, 14c. 
 
 No. -.13 
 
 A Present Every 
 Day 
 
 If you have money in a savings 
 account it is like getting a present 
 every day, for every day interest 
 money accrues for you 
 
 Hundreds are getting ahead 
 through the opportunity of pi. ic- 
 ing their savings in safety, offered 
 by our Savings Department. 
 
 We invite you to join them. 
 We pay 3 per cent, on savings. 
 
 No. 714 
 
 Easter 
 Millinery 
 
 We have just returned from 
 New York, where we Ixiught the 
 very newest and choicest stylet, 
 gooid not only for Easter but the 
 entire season 's wear 
 
 A trip through the fashion marts 
 is always beneficul. but we are 
 particularly enthusiastic over tlie 
 results of this particular trip 
 
 The values in new dress hats, 
 at S4 50, S4.98, $5.98 'and f6 98 
 are noticeably better than upon 
 any previous occasion whatsoever 
 A few of them are now on exhibi- 
 tion in the window. 
 
 No. 715 
 
 Quicker to Talk 
 tTian Walk; 
 A Private Line 
 Saves Time 
 
 A Time-saving, I^bor-saving, 
 Soul-saving neces.sity. 
 
 It reaches from chamber to 
 kitchen; from parlor to pantr>', 
 from boudoir to bam, or covers 
 all together. 
 
 Any Distance Required. 
 
 Two telephones complete, 
 ready for service, with 100 ft. of 
 wire, batteries, bells, etc., to- 
 gether with wirinj^ diagram so 
 that anyone can instalf them — 
 Price $12 50. .<^atisfaction guar- 
 anteed. Send cash or equivalent. 
 
 No. 716 
 
 Shad Roe 
 
 Properly cooked, with nice crisp 
 Bacon, certainly a dish enjoyed by 
 everyone. 
 
 50c. a portion. 
 
 KOCH'S CAFE. 
 
210 
 
 No. 717 
 
 A Hundred 
 Million People 
 
 will read about my farm agency 
 during the coming summer. At 
 least 5,oc» will write for my Farm 
 Catalogue during the present 
 year Surely some of these peo- 
 ple will buy Trumbull County 
 farms. It's immaterial to me 
 whose farm I sell, only that I sell 
 lots of them. All farms placed 
 with me to sell, before June i, 
 i<X>4, will be catalogued in my 
 new farm list, which will be the 
 finest and costliest farm catalogue 
 ever sent out of the State of Ohio. 
 It will be illustrated with nearly 
 so half-tone views of beautiful 
 country homes that I have for 
 sale. All farms listed with me 
 for sale, if the buildings are good 
 enough to justify it, will be reprti- 
 duced in beautiful half-tones m 
 my catalogue free of charge 
 Follow the crowd to the old and 
 reliable farm agency of 
 
 E. H. KISTLER, 
 Specialist in selling County Prop- 
 erties. 
 
 No. 718 
 
 No. 7! 9 
 
 No. 730 
 
 A Hot Hint 
 
 In anticiiMtion of the hot sea- 
 son approaching, arrangements 
 for Electric Fan* should be made 
 now 
 
 To connect electric fans, either 
 in the office or home, it is simply 
 necessary to remove the lamp, 
 screw in the fan attachment, and 
 the service is at your command 
 
 We will be pleased to send our 
 bo<jklet giving list of electric fan 
 manufacturers upon request. 
 
 Eagle Steel 
 Lawn Swings 
 
 When buying a lawn swing, we 
 suggest that you buy a steel one 
 Steel swings don't rust, therefure 
 they may be left out in all soils 
 of weather Steel swings are the 
 strongest; a swing, like a chain, 
 is as strong as its weakest part, 
 but these steel swings haven't a 
 weak spot in them. 
 
 We are the sole agents for the 
 Eagle Steel I«(wn Swings for 
 Pittsburg and Allegheny. 
 
 Four-seated swmgs, Jia.50; two 
 seated swings, $q 50. 
 
 Household Linens 
 At Seducive 
 Prices 
 
 Linens with the good old-fash- 
 ioned virtues: Honesty, Worth, 
 Character and Endurance. And 
 Good Looks besides. 
 
 The low prices happen rarely on 
 linens of equal quality. 
 
 Women experienced in these 
 matters will see that at a glance. 
 
 Spring home-beginrers and 
 home-replenishers, the summons 
 is clear : 
 
 TABLE CLOTHS 
 
 " Gold Medal " Irish Linen 
 Table Cloths, satin damask, spec- 
 ial designs. 
 
 From a two-yard cloth at $4. to 
 a banquet cloth at f 17.75. 
 
 Matching Napkins, at corres- 
 ponding reductions : breakfast 
 size, Js dozen, to full dinner size, 
 I 15 dozen. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 721 
 
 Getting 
 Acquainted 
 
 with Fort Worth people affords 
 opjmrtunity to demonstrate the 
 advantages gained by trading 
 here. 
 
 It's to OUR interest to make 
 it to YOLTR interest, and we do. 
 
 Favor us by dropping in some 
 day— you won't regret it, and we 
 won't forget it. 
 
 No. 7«2 
 
 Suits and 
 Overcoats 
 
 From the making of the mater- 
 ials to the finishing touches, a 
 chain of critical scrutinies has de- 
 veloped an excellence in these fine 
 garments never before attained in 
 ready-to-wear clothing. 
 
 The wide range of imported and 
 domestic cloths, in both plain 
 colors and mixtures, is deserving 
 of special mention 
 
 Men s Spring Suits, J 16 to $40. 
 
 Men's Overcoats, #16 to $40 
 
 N" 
 
 7'i.1 
 
 Advertising a 
 Trunk That Is 
 Not for Sale 
 
 An object lesson. 
 
 It was got up to beat our 
 "Special .St Louis" trunk— 25r 
 cheaper: aixl advertised as "just 
 as good." 
 
 We bought one — have it here 
 now. 
 
 It is smaller both in width and 
 height. 
 
 The roughness of the lining 
 sho»s it i.s nude of rough pine 
 wood. 
 
 'I"he two clamps on each end of 
 ours are altogether mi&sing on 
 "this same thing. ' 
 
 Scarcely any one of these points 
 would you be able to "carry in 
 your eye" from one store to the 
 other. But you would probably 
 lie carrying your clothes home in 
 a basket from St. Ixiuis, if you 
 stirted out with this "just as 
 gtK)d," nailed-together trunk. 
 
 Our St. Louis trunk was made 
 for us specially. It is safe be- 
 cau.se we insisted that it be safe- 
 guarded in certain ways, and 
 because we buy so many trunks 
 of this maker that it was to his 
 advantage to favor us. 
 
 28 inches long, $5. jo inches 
 lonjt, ;f5.3o. 32 inches long. fit. 
 
 fi4 inches long, #6.50. 3'> inches 
 ong, $7. 
 
 No. 784 
 
 The Girls' Easter 
 Wardrobe 
 
 We are just bubbling over with 
 anxiety to tell you of the innumer- 
 able pretty things we have ready 
 in the way of E^ter raiment for 
 girls. 
 
 Such a thoroughly handsome, 
 stylish, finely tailored and reason- 
 ably priced collection of girls' 
 wearables we do not believe we 
 have ever shown at this time of 
 the year before . 
 
 The newest Spring styles— in 
 all materials and colorings. 
 
 The dainty, refined girl — as 
 well as her louder, iovial-natured 
 sister — can be suited to a dot here. 
 
 For girls of six to eighteen 
 years. 
 
 Reefers, at ^4.50 to $ij. 
 
 No. 785 
 
 Winter is Coming 
 
 Coal burning time will be here 
 before yoo know it 
 
 Are you prepared ? 
 
 Our coal has never been better 
 than it is just now. 
 
 It's economy to buy this month 
 
 No. 78« 
 
 Our 
 
 Insect Killer 
 
 Keep the house free of " Bugs. " 
 
 Nothing is so distressing as in- 
 sects crawling over everything. 
 
 Come and get "The Real 
 Thing " in bug and insect killrrs. 
 
 You'll be so glad after using it 
 to see what good work it does. 
 
 Price 15c. 
 
 No. 787 
 
 Have a Summer 
 Resort 
 
 IN YOUR OWN HOME 
 
 .\ Gas Range will make the 
 kitchen the pleasantest room in 
 the house. 
 
 A man can avoid the torrid 
 atmosphere of an over-heated 
 kitchen, and you just watch him 
 do It but how about his wife .' 
 Hoesn't she deserve a Gas 
 R.inKe } 
 
 All prices, $t down, $2 a 
 month Connected free. 
 
 No. 788 
 
 White-Lined 
 Blue Enamel 
 Ware 
 
 This splendid opportunity to 
 fill the kitchen with the most 
 beautiful and artistic cooking 
 utensils that are made will soon 
 be over. These handsome wares 
 are of splendid construction, 
 hindsomely finished, every piece 
 perfect; and yet most of the pieces 
 are sold at about half the price of 
 .ig.iteware. 
 
 In addition, most of the pieces 
 have enamel lids, while those on 
 agateware are only tin. The sizes 
 indicate the actual capacity of the 
 different pieces, though the man- 
 ufacturer's list calls the sizes 
 l.irger all the way through: 
 White-Lined Blue Enamel Ware. 
 
 Each article is steel, double- 
 cnated with turquoise blue enam- 
 el, white lined. 
 
 Rice Boilers, i qt., soc; 2 qts., 
 75c;3qts.,*i. 
 
 Tea Pots, 2 qts., 35c; 3 qts., 
 40C. 
 
 Coffee Pots, 3 qts., 40c. 
 
 Covered Saucepans, 5 qts.. 48c. 
 
 No. 789 
 
 Are You Selling 
 Yourself ? 
 
 Getting so much a week for 
 your life ? Bartering away your 
 brain and brawn , health and hap- 
 piness and "coming out even" 
 every week ? How long can you 
 stand it ? 
 
 You may start a savings account 
 here with >i — get Compound 
 Interest on all you put into it — 
 and eventually be Free and Inde- 
 pendent. Wliy don't you try it ? 
 
 No. 730 
 
 Lynn Market 
 
 Picnic Weather. It really seems 
 as though we should have picnic 
 weather for the remainder of the 
 week. We offer the greatest 
 variety of eatables for Picnickers, 
 Campers, Cottagers and Sailing 
 Parties. 
 
 Our Bakery Counter Is a sur- 
 prise to people who are not ac- 
 customed to seeing our assortment 
 of delicious bread, cake and 
 pastry. Everything is from best 
 materials and made with all the 
 care and cleanliness of the best 
 home kitchen. Women whose 
 cares keep them from the country 
 this summer can take a vacation 
 at home by letting us do their 
 cooking. The saving in fuel will 
 go a long way toward paying any 
 slight difference in expense. 
 There are few better places for 
 an outing in the country than 
 Lynn Woods and no beaches 
 better than our own. 
 
 The meats we cook are selected 
 stock and are thoroughly cooked; 
 there is an appetizing variety of 
 ready-to-eat food on our delica- 
 tessen counter; home vacationists 
 will find help here also. 
 
 Picnic and lawn party accessrv 
 ries. Paper and Wood Plates, 
 Paper Napkins, Glass Jars, Tin 
 Spoons, Candles. 
 
 No. 731 
 
 Store Your Furs 
 
 The industrious moth will get 
 your furs if you don't watch out. 
 I'his is the time of year the mis- 
 chief is done; that is, the moth 
 eggs are deposited now and later 
 wlien you think your furs are 
 secure they are being destroyed 
 by this ravenous insect. 
 
 We have the only modem stor- 
 age vaults in Kentucky. We give 
 yi>u a receipt that conforms to 
 gDvemment requirements, pro- 
 tecting you fully from loss or 
 damage by fire, moth or theft. 
 Perfect security at a small cost. 
 Why not? 
 
 No. 732 
 
 Old Furniture 
 
 Of every sort, kind and condi- 
 tion — useless to you — is of value 
 to me ; and I will pay top prices 
 for it. 
 
 " Holly Helps 
 Housekeepers." 
 
 Sell me your old furniture and 
 get cash for it. 
 
 No. 733 
 
 The New 
 Waistcoats 
 
 In London town the dictaton'al 
 tailormen are fashioning the gar- 
 ments for men with braided edges 
 — particularly the waistcoats. 
 
 The exclusive to-order tailormen 
 in this town are a bit timid. They 
 accept the decree in jiart — the 
 waistcoats. 
 
 I.,et it be understfiod that we are 
 first with the new model ready- 
 for-service, in twenty-two distinc- 
 tive styles, with the edges and 
 pockets bound or ))ii)ed with 
 linen, silk or mohair braid in 
 contrast. 
 
 For the men who dare, waistcoats 
 of shepherd checks, bound with 
 black braid, ^2.50 to $6.50. 
 
 CYCLOPEDIA OF LOCAL AND RETAIL ADVERTISEMENTS 
 
 211 
 
 No. 734 
 
 Petticoats 
 
 New Silk Petticoats, swishing, 
 brilliant, stylish. Made full and 
 graceful, with all the latest de- 
 vices in ruffles, flounces, ruchings 
 and strappings. 
 
 The cost is little, indeed : 
 
 At >5— Of taffeta silk ; five 
 styles ; all colors and black. 
 
 At 17.50-Of taffeta silk in 
 changeable or plain colors— light 
 and dark shades and black. 
 
 No, 735 
 
 Now for Camping 
 
 Schools are closed and it's ho! 
 for the country. 
 
 Now for the practical view of 
 it. 
 
 You must have a good camp 
 stove— there's no pleasure with- 
 out good eatables well cooked. 
 
 You want plates, pans, cups, 
 knives, forks and spoons that you 
 don't mind losing. 
 
 You want an ice-cream freezer; 
 there's always cream and ice 
 around a modem camp. 
 
 You want a hammock — a swing 
 for the children — games, guns, 
 ball outfits. 
 
 In fact you want to visit our 
 store to leam all that you do 
 want — and its here, and the 
 price is right. 
 
 No. 736 
 
 A Bank 
 Account 
 
 Means comfort, happiness and 
 security from the woes and mis- 
 eries that arise from poverty. 
 
 The ease with which you can 
 save money and pile up the dol- 
 lars may f>e a revelation to you. 
 
 One dollar will start an account 
 here which cams a fair dividend. 
 
 Get our booklet " Saving." 
 
 No. 737 
 
 Linens and 
 Handkerchiefs 
 
 Embroidered to order. 
 _We have the most ample facil- 
 ities for hand embroidering of 
 initials, monograms or crests on 
 the linens either purchased by or 
 to be given to the Easter bride , 
 as well as for all other housekeep- 
 ers who desire this artistic addi- 
 tion to their linen outfits. The 
 work is beautifully but quickly 
 done, whether the order is lor a 
 single piece or for a complete 
 outnt for the entire house. 
 
 No. 738 
 
 Men's Panama 
 Hats, $$ 
 
 For dressy, negligee wear, the 
 Panama hat seems to have the 
 call; light, cool and ideal summer 
 headwear for comfort. 
 
 Panamas made in Cuba or the 
 United States of Colombia do not 
 "size up" as well as those made 
 in Ecuador. The latter show a 
 clearer straw and finish a better 
 white. 
 
 <>5. See these and get a chance 
 to think twice before spending 
 ^ or ^10 for a Panama anywhere 
 else. Maybe you can save money 
 and be as well pleased. 
 
 No. 739 
 
 Spring Dresses 
 for Women 
 
 F.ach day brings added newness 
 to the collection, which has bien 
 almost prodigal for the last month 
 or more. Nowhere else can 
 women see so exhaustively the 
 entire American and foreign pro- 
 duct of the season. And it is this 
 fulness of stock that has made 
 our business so gratifying. 
 
 Here are brief suggestions of 
 chief groups: 
 
 Tailor-made Suits, at ^15 to 
 ^7 50. 
 
 Linen and Lingerie Dresses, at 
 I14 tof 175 
 
 Taffeta Silk Dresses, $8.75 to 
 
 J-2 7 so- 
 Exclusive collection of Foreign 
 Tailor-made Dresses, mostly in 
 new checks and stripes, at $55 to 
 5150. 
 
 An extensive collection of beau- 
 tiful Voile Suits, at $26 to $10$. 
 
 No. 740 
 
 The Child's 
 Delight 
 
 It affords amusement, and 
 makes the little one's fingers nim- 
 ble, as well. 
 
 An Embroidery Outfit consist- 
 ing of twelve embroidery skeins, 
 assorted colors; six doilies, various 
 designs; and three embroidery 
 needles. 
 
 The doilies are stamped with 
 designs of Happy Hooligan, 
 Bunny, Foxy Grandpa, old woman 
 who lived in a shoe and various 
 floral pattems. 
 
 The Child's Delight— loc. 
 
 No. 741 
 
 Whiskey Without 
 a Headache 
 
 Your sample of Hewett's 
 Private Stock Rye Whiskey duly 
 received. I find it the most won- 
 derful Whiskey that ever drove 
 the skeleton from the feast, or 
 painted landsca[>es in the brain of 
 man. It is the mingled souls of 
 wheat and com. In it you will 
 find the sunshine and shadow 
 that chased each other over the 
 billowy fields, the breath of June, 
 the carol of the lark, the dew of 
 the night, the wealth of summer 
 and autumn's rich content, all 
 
 f olden with imprisoned light. 
 )rink it, and you will hear the 
 voice of men and maidens sing- 
 ing the " Harvest Home," 
 mingled with the laughter of 
 children. Drink it, and you will 
 feel within your 'olood the starry 
 dawns, the dreamy, tawny dusks 
 of perfect days. 
 
 For forty years this liquid joy 
 has been within the staves of oak, 
 longing to touch the lips of man. 
 VERITAS. 
 
 No. 742 
 
 Armitage's 
 Hospital Hack 
 
 Tills coach was specially de- 
 signed and built for removing in- 
 capacitated persons who are able 
 to jiay for such special service, 
 t'onstructed like a coach of the 
 landau style, it is not calculated to 
 attract attention. 
 
 For terms and appointments, 
 apply to foreman stable, 37 An- 
 drew street. 
 
 Tel. 4872. 
 
 No. 743 
 
 The Aristocracy 
 of Towels 
 
 Most well-informed house- 
 keepers are familiar with the real 
 Italian Linen Towels, which have 
 been the pride of well-to-do 
 housekeepers who possess them. 
 
 They are made of grass- 
 bleached huckaback, hand- 
 stilched, or with deep hand-tied 
 fringe; some with drawn-work 
 and a few with colored borders. 
 
 The prices range from small 
 facecloths at 75c and fi.25, up 
 to the very large towels with 
 elaborate fringe, at $6 each. 
 
 No. 744 
 
 Money 
 in Bank 
 
 A savings account means more 
 to you than its actual value in dol- 
 lars and cents. 
 
 It gives you a feeling of secur- 
 ity — of independence — that is de- 
 nied the man who never saves. 
 
 It is a strong arm working for 
 you day and night, eaming more 
 money— something substantial to 
 lean on in your old age, when your 
 working days are over. 
 PEOPLE'S SAVINGS BANK 
 Comer Genesee Ave. and Frank- 
 lin .St., will start you for one 
 dollar. 
 
 No. 746 
 
 To the Brides and 
 Grooms of June 
 
 It's a great mistake to wait un- 
 til tlie last minute before select- 
 ing your furniture, drajieries, 
 rugs and carpets. 'While we have 
 a wonderfully large assemblage of 
 all the articles that have a part in 
 making the home attractive, we 
 would impress upon your minds 
 the advantages of early buying. 
 
 To-day we probably have the 
 very buffet, brass bed, librar>' 
 table, chiffonier, davenport, or 
 rug that you admire above all. 
 Otners are looking and buying 
 and others may take what you 
 wouldn't miss for the world. So 
 come at your earliest conveni- 
 ence and pick from the gems of 
 our stock. 
 
 W'e'll reserve whatever you 
 may fancy for future delivery. 
 And then again, it's so much 
 more satisfactory to buy leisurely 
 than hurriedly. We'll suggest 
 many pretty ideas that you would 
 never think of. Furnishing homes 
 is our study, you know. 
 
 No. 746 
 
 New English 
 Cretonnes 
 
 These handsome fabrics are de- 
 signed for hangings and wall and 
 furniture coverings. The color- 
 ings and designs are most exquis- 
 ite. The pattems include poppy, 
 moss rose. Empire with cluster 
 of roses surmounted by wreath 
 and medallion effects. These 
 are priced at 65c a yard. 
 
 A very attractive rose design is 
 7SC a yard. Others are in striped 
 efiects at 50c a yard. All of the 
 pattems are shown in a variety of 
 color-combinations. 
 
 There is also another group 
 presenting various Oriental ef- 
 fects, at 35c a yard. 
 
 No. 747 
 
 If You're a Night 
 Driver 
 
 'Vou want the best there is in the 
 Lantem line. We've made si.me- 
 thing of a study of the Lmtem 
 business, and we hav'nt fwen able 
 to find anything to equal the 
 Ham's Cold Blast for a driving 
 lamp. 
 
 It has stood the test of wind, 
 rain and rough roads, and makes 
 electricity look pale. 
 
 This lantem sells for ^2.50 — it 
 used to be #3.50. 
 
 We have a dash lantern for 8$ 
 cents that can't be beaten for the 
 money, and really if you are only 
 out occasionally it will answer 
 your purpose. 
 
 No. 748 
 
 "There Isn't One 
 Really G ood 
 Printer in Five 
 Hundred " 
 
 Pkintf.ks' Ink — the leading 
 journal on publicity of all kinds 
 — has the following to say: 
 " There are thousands of print- 
 ers in this country, good, indif- 
 ferent, and a lot of bad <mes. 
 There isn't one really good printer 
 in five hundred. Intelligent ad- 
 vertisers are willing to pay for 
 good printing, no matter wtiere it 
 comes from." 
 
 Pkinters' Ink knows what it 
 is talking almut. Poor printing 
 is a fwd investment — it's worse 
 than a blank. A business man's 
 stationery or booklet is like a 
 traveling man — if it's neat, well 
 dressed and to the point, the first 
 impression is good and your 
 chances of doing business on the 
 strength of it are ^ood. 
 
 \V'e realize this. We keep 
 abreast of the times. We know 
 what ^ood printing is and pro- 
 duce it. We are pretty careful 
 not to let a bum job get on to 
 our presses. No press in the 
 countrj' can better our printing 
 and we want you to know it. 
 
 No. 749 
 
 Dress Up Your 
 Dog 
 
 Every dog has his day. To-day 
 is the day of the dog show. 
 Give your dog a show. If he 
 is worth owning, he is worth a 
 collar that becomes him. 
 
 We have a fine collection of 
 correct designs for every breed of 
 dog ; plain or tastefully finished 
 with studs or spikes in all desir- 
 able sizes. 
 
 Narrow collars , with studs, 20c. 
 up. Round collars 45c. Cat 
 collars loc. 
 
 We also have fancy leather and 
 chain leads, dog whips, chains, 
 whistles, bells, brushes, soaps, 
 etc. 
 
 No. 760 
 
 White Lawn Shirt- 
 waists, 1 1.50 
 
 A fresh lot, right from the whir- 
 ring machines, of those pretty 
 white lawn shirtwaists with em- 
 broidery front. Every woman 
 who wants a dainty waist for lit- 
 tle money seems to be buvHng 
 them. 
 
212 
 
 No. 751 
 
 Coats and Caps 
 for Baby 
 
 What a little it does cost, to be 
 sure, to have Baby arrayed in the 
 finest of plumage when it is the 
 parents habit to frequent our In- 
 fants' Out-fitting department. 
 
 The most inexpensive of in- 
 fantile toRS will he found there 
 which, however, is not saying that 
 the finest are absent. Indeed, we 
 are just a little proud of our dis- 
 play of French finery for tiny folk. 
 Select it ourselves in the French 
 metropolis every season. 
 
 Infants' Clotn Coats, of white 
 bedford cord, 6 months and up to 
 2 years, $2.2$, Jjoo, $3.7$ and 
 ^4.00. 
 
 Infants' Cloth Coats in colors, 
 three-quarter length, desirable 
 shades, including cream, if 4.25, 
 J4.50, fs.oo, J6.00. 
 
 Infants' Mull Caps, 25c. and 
 Soc. each. 
 
 No. 75S 
 
 Dancing 
 This Week 
 
 The magnet to attract out-of- 
 door lovers at Capitol Park this 
 week will be dancing. An or- 
 chestra will be located in the pa- 
 vilion afternoons and evenings. 
 The dance hall has been furnished 
 and attractively fitted up. Rain 
 or shine there'll be dancing. 
 
 The opening of the park is to 
 take place Monday, June q, and 
 then the Open Air Theater, Ping 
 Pong, Killiards, Glass Blowers, 
 Restaurant and other features 
 will be open in full blast. It's 
 going to be a gay sea.son at Cap- 
 itol Park, Hartford. Conn. 
 
 Admission to trolley patrons 
 free ! 
 
 No. 7.-.3 
 
 Women's 
 Leather Bags 
 Under- Price 
 
 Even with counters overcrowd- 
 ed with the fine new leather 
 Goods, we keep our eyes open 
 for special offerings to present 
 just when the articles are most 
 w.inted. To-day two groups in- 
 vite attention : 
 
 Envelope Bags, of genuine matt 
 seal, with calf lining : fitted with 
 purse : $3 each, though well worth 
 
 >- 75- 
 
 Automobile Bags, all in the 
 deep, convenient shape that is so 
 well liked ; of genuine seal walrus 
 and sea-lion, in black, brown and 
 tan, with gilt or gnn-metal clasps; 
 at $2 each, worth 54 and $3. 
 
 No. 754 
 
 Where's the Man 
 
 Who hasn't use for an extra pair 
 of Trousers in his wardrobe — 
 when he sees what he likes and 
 the price is his way ? 
 
 Here are sjilendid Trousers 
 that will give you that new-suit 
 effect. 
 
 The finest materials and finest 
 lot of patterns ever in this .store 
 at one time — #3.00 to $7.00 — yes, 
 we have Ready-made " Sovereign 
 Brand " Trousers now at $7.00, 
 and your tailor charges $10.00 for 
 the same quality. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 755 
 
 Here Are Three 
 Pretty Homes 
 
 WHICH ONE WILL YOU 
 TAKE.> 
 
 Again and again we have said 
 that we would give more furnish- 
 ings and better furnishings for a 
 stated sum than any other store. 
 We would make your interests 
 ours — and look after the many 
 little details in fitting up the home 
 which ordinary furniture and car- 
 pet dealers would never think of 
 Iwthering with. To-day we go 
 more deeply into the matter. We 
 publish three combination offers, 
 which you should studv carefully. 
 Every article in the dififerent lists 
 is first class — n e w — refined in 
 style — guaranteed. We name a 
 very special price for each outfit 
 entire, but if you wish to furnish 
 but one or two rooms, we will ad- 
 just the price to meet your appro- 
 b.»tion. 
 
 OFFER NO. I. 
 
 FOIR H<K>MS COMPLETE FOK$225. 
 If you could see this outfit all 
 assembled in a cozy flat you would 
 never believe .so much value could 
 be given for so little money. 
 
 THE PAKU)K. 
 
 Five-Piece Mahopny Finish 
 Parlor Suite, highly polished, 
 covered in fine tapestry. 
 
 Parlor Table, in imitation ma- 
 hogany. 
 
 Shades and Lace Curtains for 
 three windows. 
 
 Brussels Carjiet — latest design 
 — 40 yards. 
 
 THE CH.\MBER. 
 
 Three-piece cabinet-made 
 chamber set of selected oak, two 
 oak chairs, one oak rocker, one 
 oak table, woven spring cotton 
 top mattress, two pillows, shades 
 and lace curtains for two win- 
 dows. 20 yards extra super in- 
 grain carpet. 
 
 THE DISINC; RIX)M. 
 
 Handsomely carved oak side- 
 board, six-hiot extension table, 
 imli.shed ; .six oak dining chairs, 
 lace curtains and shades for two 
 windows, ingrain rug, 9x12 feet. 
 
 THE KITCHEN. 
 
 New Herald Range, complete, 
 with water front, high shelf, pipe 
 and zinc board : four-foot kitchen 
 table, two kitchen cliairs, five- 
 spindle. 
 
 We are the largest handlers of 
 house furnishings in Hartioril. 
 .Vfter reading aliove offer do you 
 wonder that our values defy com- 
 jxjtition ? 
 
 OFFER NO. 2. 
 
 KlIH ROOMS COMPLETE $285. 
 
 This combination, if bought in 
 the ordinary way in other stores, 
 would cost you at least J400. It's 
 a grand outfit. 
 
 THE PARLOR. 
 
 Three-piece i^arlor suite, ele- 
 gant carved mahogany finish 
 frame, covered with Verona ve- 
 lour ; odd rocker, rich design, 
 highly polished ; <Kld upholstered 
 chair, ]x>lishcd parlor table, lace 
 curtains and shades for three win- 
 dows, .Axminster carpet and bor- 
 der — 40 yards. 
 
 THE CHAMBER. 
 
 Beautiful oak bureau w i t h 
 French plate mirror ; Bernstein 
 iron bed, with brass trimmings, 
 cotton mattress, pair of geese 
 feather pillows, oak table, two 
 oak chairs, oak rfK-ker, oak com- 
 mode, sh.ides and lace curtains 
 for two windows, ingrain carpet — 
 20 yards. 
 
 THE DININC. ROOM. 
 
 Quartered oak sideboard, with 
 French plate mirror, six oak 
 chairs, six-foot quartered oak 
 table, reversible Brussels rug, 
 9x12. 
 
 No. 753— Continued. 
 
 THE KITCHEN. 
 
 New Herald Range, complete 
 with water front, high shelf, pipe 
 and zinc board ; four-foot kitchen 
 table, two high back, wood seat 
 chairs. 
 
 OFFER NO. 3. 
 
 FOfR COMPLETE ROOMS FOR $350. 
 
 You must see these articles. 
 They are ornate, chaste, elegant. 
 Workmanship is a revelation. 
 
 THE PARLOR. 
 
 Three-piece parlor suite, up- 
 holstered in silk damask ; odd 
 corner chair, inlaid ; mahogany 
 rocker, upholstered mahogany 
 parlor table, shades and fine bee 
 curtains for three windows ; Ax- 
 minster rug, 9x12. 
 
 THE CHAMBER. 
 
 Very beautiful brass and steel 
 bed, bird's-eye maple bureau,with 
 French plate mirror ; bird's-eye 
 maple table, with drawer ; two 
 maple chairs, maple rocker, cot- 
 ton mattress, shades and lace cur- 
 tiins for two windows, 20 yards 
 of art ingrain carpet. 
 
 THE DlNINt; RIXIM. 
 
 Quartered oak buffet sideboard, 
 quartered oak china closet, quar- 
 tered oak dining table, eight-foot ; 
 six quartered oak. box seat dining 
 chairs ; Brussels rug, 9x12. 
 
 THE KITCHEN. 
 
 New Herald Range, complete, 
 with water front, high shelf, pipe 
 and zinc Ixiard ; oak kitchen 
 t.\ble, two cane-seat chairs. 
 
 There is $500 in solid value in 
 the alx>ve outfit. 
 
 No. 756 
 
 April rains and mud are at hand. 
 
 The nujdern wife telephones 
 her needs. 
 
 Residence service $2 a month 
 up. 
 
 THE BFI.L TELEPHONE 
 CO. OF PHILADELPHIA. 
 
 No. 757 
 
 February 
 Furniture Needs 
 
 The very best Valentine you 
 can give your wife is a new side- 
 board— if that happens to be the 
 new piece she has set her heart on . 
 Perhaps it is a sidelxmrd — change 
 the word if it is something else — 
 we can accommodate you, and 
 celebrate the day to good advan- 
 tage for your home. 
 
 J35 Sideboards at $28. 
 
 Twelve quartered golden oak 
 Sideboards, swell top base 44x23 
 inches, one large drawer, two 
 small drawers, double cupboards, 
 top has three shelves, nicely 
 carved, French plate mirror 30x18 
 inches; total height, 6 feet 8 
 inches. 
 
 No. 758 
 
 Sweaters for 
 Children and Girls 
 
 Spruce, snug little Sweaters, 
 with as much style as the women's. 
 Plain coat effects with pearl but- 
 tons. And high-neck or collar- 
 less blouses. Broken sizes up to 
 14 years. 
 
 75c. to $3. Were li.jo to$4.so. 
 
 No. 759 
 
 Three Strap 
 Patent Leathers 
 $1.65 
 
 If you knew how exclusive the 
 trade for which these dainty new 
 style low shoes were made you'd 
 be first in our enlarged shoe de- 
 partment to-day to select a pair at 
 $1.65— a bona fide $3.50 value- 
 never sold by any other store for 
 less than that. Remember, now, 
 we've only 500 pairs. They'll 
 create a sensation, but it will be 
 of short duration. We say that 
 positively, and we can't emphasize 
 It too strongly, for they are so de- 
 lightfully different and distinctive 
 from any low shoe ever offered 
 for less than J3 50 that every 
 woman who accords herself the 
 privilege of seeing them will 
 select a pair. 
 
 No. 760 
 
 Nice Hay 
 
 We have some of the best Hay 
 we have had for a year, and the 
 price is reasonable. 
 
 Why not come in and see us if 
 you want anything for horse or 
 cow? 
 
 No. 761 
 
 Shoes — 
 Looking Ahead 
 
 Don't wait until Friday, or Sat- 
 urday morning, to buy the shoes 
 you need over the Fourth, and for 
 the rest of the Summer. 
 
 Come to-day, get the errand off 
 your mind, antf the shoes into 
 your closet. 
 
 FOR MEN. 
 
 White Shoes— Oxford and Lace 
 Shoes of linen duck or buckskin; 
 leather or rubber soles, at $i, 
 $3 ;oand f^. 
 
 Tan Oxfords: Blucher, Oxford 
 and cut; best shapes and material, 
 at #3,13.90 and $5. 
 
 FOR WOMEN. 
 
 Tan Oxfords, in Blucher, Ox- 
 ford and Christy styles, at ^3, $4 
 and $5. 
 
 Black Oxfords of kid, patent 
 leather, calf, in Blucher, Christy, 
 Oxford and pump styles, at >i.5o, 
 $2, $3, >4. 55- 
 
 No. 762 
 
 Little Pictures 
 
 AT DIMINUTIVE PRICES. 
 
 These are the pretty, decorative 
 little pictures that do to stick 
 around here and there for a merry 
 bit of color. And each price 
 implies a reduction from former 
 values, of one-half to two-thirds. 
 At IOC. from 25c. 
 
 Twelve subjects— six marines, 
 six Rembrandt reproductions— in 
 black wood frames; 5x6 in. 
 At 25c., were 50c. and 75c. 
 
 Dutch and Japanese figure sub- 
 jects in various sizes and styles of 
 frames. Size about 9x10 in. 
 
 No. 763 
 
 A Dark Store 
 
 always leaves the impression with 
 a customer that there's nothing 
 doing. 
 
 Electric light is not a luxury 
 nowadays. Are you using our 
 service ? 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 213 
 
 No. 764 
 
 Treat the Lawn 
 To a Short Cut 
 
 Vou don't have to spend a great 
 lot of money for a pair of clippers 
 in the shape of a lawn mower. I f 
 you will come to our West Base- 
 ment we will show you different 
 styles and different sizes of 
 mowers, each about as inexpen- 
 sive as you would expect. 
 
 For instance, 12-inch 
 
 Lawn Mowers at #3.50. 
 
 For instance, 14-incIi 
 
 Lawn Mowers at $4.25. 
 
 For instance, 16-inch 
 
 Lawn Mowers at 1^.50. 
 
 You know the inches refer to 
 the size of the blade. 
 
 No. 765 
 
 Save a Diamond 
 Win a Heart 
 
 You can obtain a Diamond on 
 credit from us at once. Step into 
 our store and one of our salesmen 
 will make you an interesting 
 proposition. All our business is 
 transacted privately and confi- 
 dentially. 
 
 We ask no security. We make 
 no inquiries of employers. We 
 trust you. All we ask is that your 
 intentions are honorable and that 
 you intend to carry out your obli- 
 gations. 
 
 You receive the Diamond you 
 select, at once, when you make 
 t'le first small payment ; the bal- 
 ance you bring or send to our 
 office in small amounts, weekly or 
 monthly, as you prefer. 
 
 You receive a signed guarantee 
 of value and quality with your 
 Diamond. If you should at any 
 time, after your Diamond is paid 
 for, desire a larger one we will 
 allow you all you have paid in 
 exchange. 
 
 No. 766 
 
 I Am a Broker 
 
 A Broker buys and sells. 
 
 He advises his clients and 
 Dlaces information regarding in- 
 vestments and speculation at their 
 disposal. 
 
 My advice to my clients is 
 based upon long experience. 
 
 My means of information as to 
 market conditions through my 
 thousands of miles of private 
 wire are unsurpassed. 
 
 No, 767 
 
 Short Stem 
 Flower Holders 
 
 Suitable for Pansies, Violets, 
 Nasturtiums, Lilies of the Valley, 
 Sweet Peas, and other short stem 
 flowers. 
 
 A splendid assortment to choose 
 from. In crystal glass, if you 
 want the stems to show, and the 
 green if you don't want them to 
 show. 
 
 We have ordered these espec- 
 ially for Eaattr. 
 
 No. 768 
 
 Now's the Time ! 
 
 Delay is dangerous. Your 
 home may catch fire before you 
 get your gOf>ds insured if you 
 wait---do it tonlay. 
 
 No. 769 
 
 Berries for Dessert 
 of Course 
 
 They will be the best part of the 
 dinner for months to come, and if 
 properly ser\'ed in Crystal, with 
 the rpe luscious fruit showing 
 thro' the clean sparkling glass — 
 will prove far more tempting and 
 appetizing than when served in 
 China. You'll find a beautiful 
 display of new Berry Sets and 
 Bowls on sale here to-day — 
 enough to make you berry hungry 
 when you see thtm and the prices 
 are about one-half the usual. 
 
 Beautiful thin etched Berry 
 Bowls in two sizes — with cut star 
 bottom— very thin and clear — 75c, 
 li.oo, fi.25, #1.75 from $1.50, 
 $2.00, $2.2j and #3.00. 
 
 Colonial Berry Sets in heavy 
 and polished glass — consisting of 
 bowl and set berry dishes — very 
 new and pretty at 60c, 75c, and 
 $1.00 from #1.00, |i. 50 and #2.00 
 set. 
 
 i-pint Crystal Cream Pitchers 
 to match sets — regular price 50c, 
 to-day 30c. 
 
 Lemonade Tankards like above, 
 50c. from 85c. 
 
 No. 770 
 
 Fashionable 
 Garments at $20 
 
 The man of critical taste can 
 find here suits in the new grey 
 effects which are so fashionable, 
 as well as strictly all-wool cassi- 
 meres; cheviots and worsteds, in 
 various exclusive designs. Toj)- 
 coats of covert cloths, unfinished 
 worsteds and oxfords, with the 
 best silk linings. Genuine craven- 
 ette raincoats, in plain colorings 
 or fancy mixtures. 
 
 Priced at J20. 
 
 No. 771 
 
 The Safety 
 Of Money 
 
 is a subject worthy of careful 
 consideration. Dollars come too 
 slowly to be risked in wild cat 
 schemes or insecure investments. 
 It is a fact proven in every day 
 experience that high rates of 
 interest are paid only where large 
 risks are involved. Quite natur- 
 ally the higher rate the bigger the 
 risk. 
 
 We pay 3K per cent interest on 
 twelve months' certificates — as 
 high a rate as any absolutely safe 
 investment can pay in these days 
 of abundant money. Anything 
 beyond our rate involves the ele- 
 ment of chance. If you appre- 
 ciate perfect security you should 
 deposit your spare funds with us. 
 
 No. 778 
 
 Ride in Style 
 These Evenings 
 
 in one of our elegant new Car- 
 riages. You'll find it the height 
 of comfort and enjoyment. Our 
 Carriages are every one the per- 
 sonification of ease and comfort, 
 yet are stylish in appearance, and 
 strong in every part. Expensive? 
 Bless you, no 1 We guarantee to 
 give you more real carriage value 
 for your money than you ever got 
 before in all your life I 
 
 Old carriages taken in exchange 
 for new. Scores ot styles to 
 choose from. Step in. 
 
 No. 773 
 
 Lamar Park 
 
 Better hurry — this is the last 
 day of Cut- Price Sale. 
 
 They have gone like hot cakes. 
 Think of fine lots in a fashionable 
 neighborhood, with grand old 
 forest trees, going at low prices! 
 And to-day (this is absolutely the 
 last day) we offer a discount of 
 10 per cent, from the established 
 prices. Easy terms, too — 20 per 
 cent, cash, balance about as you 
 please, in 4 years. $100 earnest 
 money binds a trade and gets the 
 discount. Go out and look, any- 
 way. Walkabout under the trees 
 and enjoy the cool, fragrant air. 
 Take Annesdale cars to Central 
 and Brown Aves.,walk south a 
 little and there you ar». 
 
 No. 774 
 
 Fine Furs 
 
 At Low Prices 
 
 We almost hesitate to name the 
 values of these garments, because 
 of the loose manner in which val- 
 uations are ordinarily used in the 
 fur business. Sufficient to say 
 that the valuation-figures whicn 
 we do quote are the actual prices 
 which were marked on these gar- 
 ments originally. 
 
 A few examples are as follows : 
 
 A fancy Persian lamb Coat with 
 white waistcoat; formerly ^300, 
 now f 150. 
 
 A Box Coat of beautiful broad- 
 tail, with deep collar and cuffs of 
 clear chinchilla; formerly f7So, 
 now $2;o. 
 
 A very beautiful Chinchilla 
 Cape; formerly ^650, now $325. 
 
 A fancy Moire Astrakhan Coat; 
 formerly ^10, now $105. 
 
 A very elegant Ermine Coat; 
 formerly ^850. now $275. 
 
 We also offer a few plain Short 
 Persian lamb Jackets, that were 
 S72.50 and $82.50; now at $$$ 
 each. 
 
 Also some Persian lamb 
 Blouses, with collar and lapels of 
 real chinchilla and Japanese 
 sable; formerly ^175, now at #115 
 each. 
 
 No. 775 
 
 Not Blood Money 
 But Bread Money 
 
 A wife sometimes shrinks from 
 life assurance because she thinks 
 it gives her an interest in her hus- 
 band's death. Not so. Life as- 
 surance simply provides for the 
 family when , by reason of old age , 
 or death, the bread-winner can no 
 longer provide for them. A man 
 who denies this protection to his 
 family, fails to realize the gravity 
 of his responsibilities. 
 
 Many good companies, but only 
 one Best. 
 
 No. 776 
 
 Seenit 
 Straw Hats 
 
 Are you ready for another? 
 
 It's worth your while to buy it 
 to-day, if your present straw is 
 getting dingy, or frazzled at the 
 edges. For these brand-new, 
 stylish Seenit Straw Hats — the 
 popular rough style— cost you 
 from 25 to 40 per cent, less to-day 
 than they ought to — 
 
 )i.5c, for $2 and #2.50 kinds. 
 
 No. 777 
 
 Your Trousers, 
 Sir! 
 
 They bag and sag and they're 
 hot. 
 
 It will cost you only a few dol- 
 lars ( #2 . 50 to f 7 1 to procure a ci m il , 
 trimly built pair of summer trous- 
 ers. They'll fit you and they'll 
 Hang right. 
 
 Or a two-piece Suit of the cool- 
 est goods, prettiest patterns, best 
 makes, fy.^n to tio. 
 
 Bathing Suits. All kinds of 
 Straw Hats at Lowest Prices. 
 All Men's Clothing Needs, 
 except Shoes. 
 
 No. 778 
 
 For Her, the 
 Wedding Ring ! 
 
 That magic little band is playing 
 an imiJortant part in these days of 
 roses and rosebuds ! Be sure that 
 yours will assay i8k. Ours do I 
 Drop in and see them. 
 
 No. 779 
 
 Cool, Snowy 
 Dresses for Girls 
 
 Just in, and ready for any- 
 thing — morning or afternoon wear, 
 or an informal evening affair. 
 
 Cool, crisp white lawn. 
 
 At ^3.50 with insertion on the 
 skirt above the hem, the blouse 
 tucked and trimmed with 
 medallions. 
 
 At f 5 the skirt with graduated 
 flounce and three rows of insertion, 
 the blouse tucked voke deep ana 
 trimmed with medallions. 
 
 14, 16 and 18-year sizes. 
 
 No. 780 
 
 Women's Belts 
 
 A ROUND-UP. 
 
 They haven't lost their pretti- 
 ness a bit , or their power to add 
 a smart finishing touch to the 
 Summer gown— even if they are 
 half-price, or less. 
 
 Various lota, small individually, 
 numerous in the aggregate, are 
 thus groupied for quick selling. 
 At soc. formerly $1 to $x. 
 
 Women's Belts of calfskin, 
 suede and Russia calf; in black, 
 white and colors. Buckles in 
 pearl, nickel, gilt, and Eun-metal 
 finish. Some are soft crush belts, 
 silk-lined; others bodice effect 
 with gilt buttons. 
 
 No. 781 
 
 More About Our 
 Private Diamond 
 Room 
 
 We've made a comfortable little 
 room for showing diamonds and 
 diamond jewelry, where you can 
 have at once both privacy, quiet, 
 and the brightest of d.iylight. In 
 fact you couldn't get any better 
 daylight anywhere than we have 
 in tl«t room. We never show 
 diamonds by artificial light. It 
 makes a cheap diamond look 
 better, but we prefer to sell only 
 fine stones and sell them for just 
 what they are and no more. 
 
214 
 
 No. 788 
 
 The Newest 
 Souvenir Dolls 
 
 Great excitement in the Toy de- 
 partment yesterday when out from 
 the big packing boxes, in which 
 they traveled all the way from 
 Sonneberg — the Home ol Dolls, 
 among the German mountains — 
 stepped the cutest little dolls im- 
 a g i n a b 1 e , all wearing Tam 
 o'Shanters with "Atlantic City" 
 or "St. Louis" lettered in gold 
 across the front. 
 
 Boy dolls and girl dolls. With 
 golden curls or raven tresses, but 
 all with dimpling, smiling faces. 
 
 And the little brothers and sis- 
 ters have come along with the 
 bigger ones. So there are two 
 sizes — 25c and 50c each. All 
 jointed and dressed with quaiat 
 prettiness. 
 
 No. 783 
 
 Satisfactory 
 Smokes 
 
 I take pleasure in making the 
 "A — i" as good a cigar as can be 
 bought anywhere for 5 cents. 
 
 My customers take equal pleas- 
 ure in the smoking of them. 
 They know they're not smoking 
 on hemp or brown paper. 
 
 No. 784 
 
 Man's Wear for 
 Warm Days 
 
 Stand on a street comer any hot 
 day, and watch a hundred men go 
 by. 
 
 You can count on your fingers 
 all those who know how to dress 
 rightly for Summer comfort — and, 
 no matter what your prejudices, 
 you are bound to admire the ap- 
 pearance of the tenth man, who 
 knows what to wear. 
 
 And here are the clothes that 
 he wears— T^ady to make YOU as 
 comfortable and well-dressed as 
 he is: 
 
 Blue and black Serge Suits, 
 single-breasted, at $10 to |2o. 
 
 Double-breasted blue Serge 
 Suits, at $12 to $22. 
 
 Dark gray Worsted Coats and 
 Trousers, extremely light weight, 
 at ;^i2 and f 15. 
 
 Stylish light-colored home- 
 spuns, in cream and silver gray; 
 double-breasted, at $16.50. 
 
 No. 78A 
 
 Timely Diamond 
 Offerings 
 
 April is the diamond month — 
 the lime when the stone of senti- 
 ment — emblem of innocence — is 
 in most demand for birthday gifts 
 or engagement rings. These 
 three pieces are illustrative of the 
 extraordinary values which are 
 obtainable. 
 
 No. I is a white stone, in plain 
 Tiffany mounting, very attractive 
 in its pure glittering whiteness, 
 3-8 less 1-32; price, 136.50. 
 
 No. a is a white stone, weigh- 
 ing 54 karat, with plain Tiffany 
 mounting or fancy Belcher, as in 
 illustration; price ^25. 
 
 No. 3 is a fine white diamond, 
 in either plain Tiffany mounting 
 or the new arch crown ( like cut ) , 
 weight 3-8, 1-32, 1-64; an extraor- 
 dinary value at this special price, 
 ISo. 
 
 POWELUS PRACTICAL ADVERTISER. 
 
 No. 786 
 
 Why be Roasted ? 
 
 Don't you dread the thought 
 of bending over a red-hot kitchen 
 range this summer ? 
 
 How much pleasanter it is to 
 possess a cool and crympact gas 
 stove, one that docs all the work 
 of a range without the intense 
 heat or waste of space. 
 
 Ask your husband to come with 
 you and inspect the Detroit 
 Jewel on exhibition at our show 
 rooms, comer of Main and Seneca 
 streets. 
 
 We shall be glad to demon- 
 strate its practical efficiency. 
 
 No. 787 
 
 Five Thousand 
 Yards of 
 Eolienne 38c 
 a Yard 
 
 The most popular dress fabric 
 of the season. Exquisite. Hand- 
 some. 
 
 About a week ago we told you 
 of a group of these same goods— 
 and they were gone in a jiffy. In 
 fact, the manufacturers have con- 
 fessed their inability to accomo- 
 date their output of these Silk- 
 and-cotton Eoliennes to our de- 
 mands. 
 
 They are made with an all-silk 
 warp, and a fine merceriied cotton 
 filling to give the required strength 
 and lustre. Indeed, in brilliancy 
 and richness of lustre they rival 
 the Silk-and-wool Koliennes that 
 come from France, and which sell 
 at |i. 25 and $1.50 a yard. Made 
 on the mcxlel of the French 
 fabrics, too. Cool and dainty. 
 
 In white, light gray, champagne, 
 reseda, light heliotrope, pink, 
 mode, cadet blue, marine blue, 
 Nile green, rus.set brown, cardi- 
 nal, brown, light reseda, navy 
 blue, new green and gamet, at 
 j8c a yard. 
 
 No. 788 
 
 No Better Time 
 To Buy Laces 
 Than Now 
 
 You can get the charming filmy 
 and half-heavy laces to-day for 
 half price ancl less — or you can 
 wait until these are gone and then 
 pay full prices again. But laces, 
 and quantities of laces, you must 
 have, if you expect to be in the 
 fashion this spring. 
 
 The new lot of black antique 
 bands is a good example of what 
 one can save by taking advantage 
 of this special opportunity. 
 
 Usually they cost anywhere 
 from 25 cents to $i a yard. We 
 picked them up to sell for 15 
 cents to 75 cents a yard. 
 
 Straight bands and galons - for 
 making blouses or trimming 
 light cloth gowns. 
 
 No. 789 
 
 A Dainty 
 Shirtwaist 
 
 "To work around in." 
 
 That's the way one woman 
 aptly described this neat little 
 shirtwaist of dark blue percale, 
 pin-dotted in white. Yoke, deep 
 side pleats, stitched in white, help 
 along its dainty workaday look. 
 50c. 
 
 No. 700 
 
 Saturday Candy 
 Pound Box 29c. 
 
 We tell you this is remarkable 
 candy at the price— that the same 
 grade will cost you 50 or 60 cents 
 elsewhere. 
 
 We know you will believe this, 
 because you know we do not make 
 misstatements. 
 
 Saturday Candy is made fresh 
 every week to our order. We 
 make our own selection, and 
 know that every piece in the box 
 is fresh and wholesome. 
 
 There is no profit for us in this 
 candy; there can be but little 
 profit for the manufacturer. 
 
 Frankly, we make this special 
 price to bring you into our store 
 every Saturday, for we know that 
 after trying one box you will 
 come here once a week at least, 
 and, finally, you will come here 
 for everything you need in our 
 line. 
 
 Don't forget, on sale every 
 Saturday, 29 cents a pound box. 
 
 No. 701 
 
 Smart Straw 
 Turbans $4.98 
 
 And they will no doubt find 
 ready takers. For every woman 
 wants one of these smart, practi- 
 cal hats for Summer wear. 
 
 In white and fancy mixed 
 straws, and a variety of .<shapes. 
 Simple but effective trimmings of 
 ribbon, quills and the like. The 
 trimmed hat opportunity of the 
 month. 
 
 No. 793 
 
 Of Two Evils 
 
 Rather a poor paper well hung, 
 than a good paper badly put on 
 the wall. 
 
 Both faults are inexcusable and 
 do not occur with us. 
 
 We discard a soiled or damaged 
 piece, our seams are straight and 
 almost imperceptible and our 
 stock is so well chosen that we 
 have no poor or ugly papers to 
 show. 
 
 Then, too, the prices are the 
 lowest — that's a strong point in 
 our favor. 
 
 No. 793 
 
 Paris Novelty 
 Dress-Goods 
 
 There's a certain time of day 
 by the sea, just before the sun 
 goes down, that must have given 
 the dress-goods designers their in- 
 spiration for changeable stuffs. 
 
 Just the same effect you will 
 find in tlio.se exquisite changeable 
 voiles in the Little Dress-Goods 
 Salon — green threads underset 
 with saffron color; gendarme blue 
 with old gold, and brown with 
 green and blue, $2.50 a yard. 
 
 No. 794 
 
 A Daily Hint- 
 Meat Order 
 
 For To-Morrow : 
 
 Breakfast- Ham and Eggs. 
 Dinner — Pot Roast. 
 Supper— I^mb Chops. 
 Meats, Poultry, Fish. 
 
 No. 795 
 
 More Than Likely 
 It's Here 
 
 That medicine you tried to get at 
 so many stores and couldn't. 
 Our vanety is pretty large. We 
 don't often disappoint. Never in 
 quality or price. 
 
 Checks cashed ; money orders 
 issued. 
 
 No. 796 
 
 Sick Room 
 Thermometers 
 
 Every family medicine chest 
 should have one; and of course 
 every trained nurse. Here are 
 Clinical Thermometers at 35c. 
 that are dependable, and guaran- 
 teed accurate according to the 
 accompanying certificate; they 
 don't vary more than a tenth. 
 Best grade one-minute Clinical 
 Thermometers at ^1.25 and f 1.50. 
 
 No. 797 
 
 No. 798 
 
 Like a Drum 
 
 Did you ever see a carpet wheel ? 
 
 Ours is like a mammoth drum. 
 
 The sides are formed of slats, 
 to let the dust out. 
 
 Inside are four broad shelves. 
 The carpet drops from one to the 
 other. 
 
 No points to rip seams or break 
 the body. 
 
 Even carpet wheels improve. 
 
 Ours is the latest and best. 
 
 Come out and see it whirl. 
 
 No. 799 
 
 All the Tackle for 
 Trout 
 
 In a week you may go whip- 
 ping the streams in Jersey; on 
 April 15th in Pennsylvania. 
 Meantime fishermen will need to 
 overhaul their tickle — and what- 
 ever you haven't we can supply. 
 
 No. 80O 
 
 For 25 Cents 
 
 You can purify an ordinary base- 
 ment, and do away with all the 
 bad odors left by the high water. 
 
 SANITARY DISINFECT- 
 ING POWDER 
 Does the work. Better than 
 chloride of lime and has nu bad 
 odor. Special price in large lots. 
 All ready for use. Directions on 
 each package. 
 
 Did It Ever 
 
 occur to you that you can save 
 time, trouble and expense by 
 having The Lenox Hotel serve 
 that Wedding Breakfast, Society 
 Dinner, Club Dinner, or priv.ite 
 luncheon you wish to give r Our 
 private dining rooms with 
 exceptionally good waiters and 
 an eye single to give you full 
 value for your expenditure are 
 very inviting inducements. Call 
 on or write to us before com- 
 pleting arrangements, and we will 
 gladly serve you. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 215 
 
 No. 801 
 
 Spending to Save 
 
 Rather a queer statement, but 
 if you figure the greater wear you 
 would get out of that kitchen floor, 
 not to speak of the cleanliness, 
 beauty and general convenience, 
 you would certainly come right 
 down and get a can of 
 
 PARAGON FLOOR PAINT 
 f Enough to Give a Floor 10 x 15 
 Two Coats for 75c.) 
 
 Then the pantry shelves, the 
 back porch, the bam, the whole 
 house— any part or all— how much 
 better they would look, and how 
 much better wear they would give , 
 and how much labor would be 
 saved, if they were painted with 
 PARAGON PAINTS 
 
 We have just received a new- 
 shipment, and we invite inspec- 
 tion. Just look around your place, 
 and count up those shabby places, 
 It will pay you to paint them, but 
 you must be carelul to get good 
 paint, and 
 
 " YOU CAN GET IT AT 
 
 No. 
 
 803 
 
 A Great 
 
 Glove 
 
 Since Gloves, 
 
 like people, need 
 
 an introduction 
 
 to make new ac- 
 
 quaintances, we introduce our | 
 
 regular J 1.50 g 
 
 special price — ? 
 
 They'll cling 
 
 loves through a 
 
 1. 15. 
 
 to their good ap- 
 
 pearance with 
 
 a fastness that 
 
 establishes their claim to $i.so I 
 
 quality. 
 
 
 No. 803 
 
 Quality's the 
 Point 
 
 we have in view when buying 
 candy. 
 
 " Is it good?" is the question 
 we ask the salesman. 
 
 Candy man called Monday and 
 sold us a lot of choice quality 
 creams and chocolates. 
 
 Arriving to-day : 
 A few boxes of Maple Walnuts 
 
 at 40C. — heavy chocolate coat- 
 ing, walnut and maple cream 
 
 center. 
 Some Mapleines— s a m e thing 
 
 without the walnuts — 30c. 
 
 per lb. 
 'Nother 1 o t of Bitter Sweets, 
 
 assorted flavors — caught instant 
 
 favor at 40c. 
 
 And we've a nice lot of oranges 
 and bananas — 25c. and 30c. 
 
 No. 804 
 
 The Call of 
 The Garden 
 
 Everybody who has a garden — 
 acres and acres of green, or a 
 window-box — is obeying Nature's 
 summons these Spring days. 
 
 Now is the time to prepare for 
 delight all Summer. 
 
 But the best care, the best luck, 
 the liest weather cannot make a 
 successful giowth unless the 
 plants, bulbs aiul seeds you put 
 in the ground now are healthy 
 and right. 
 
 Rose bushes at 15c. each. 
 
 Two for 25c., ;^i.25 dozen. 
 
 Magnolias, 8sc. each. Azaleas, 
 3SC each. 
 
 Rhododendrons, 45c. each. 
 
 Hydrangeas, 20c. each. 
 
 Cannas, 5c. each. Tuberoses, 
 loc. dozen. 
 
 Hardy Garden Lilies, loc. each. 
 
 No. 805 
 
 At Some Time 
 
 during the life of every one comes 
 an opportunity for making money. 
 
 Only those with funds available 
 are in a jiosition to take advantage 
 Ol such opportunities. 
 
 Are you in such a position ? 
 If not, get ready for your next 
 chance by opening an account 
 with the 
 
 INDIANA TRU.ST 
 COMPANY. 
 
 3 per cent, interest allowed on 
 deposits of 25 cents and upward, 
 compounded semi-annually. 
 
 No. 806 
 
 Spring Clothes ! 
 
 A little early, perhaps, but 
 they're ready — all the new things 
 
 fresh from our own tailors, too. 
 We not only design them, hut 
 make them as well — factors which 
 make Capper's ready-to-wear gar- 
 ments different from others. 
 
 Business Suits. Top Coats. 
 English Walking .Suits. 
 
 To order from #15 up. 
 
 No. 807 
 
 Those Petticoats 
 at 98c. Come and 
 See Them Made 
 
 Regarding the exhibition of skirt 
 making on the suit floor one of 
 Monday ' s papers said : 
 "Women watching these girls 
 at work see a petticoat turned 
 out every eight minutes, com- 
 plete, with sloped hips, ruffles, 
 flounces and felled seams -a 
 better all-round job than a 
 skilled worker would make in a 
 day with ordinary means. They 
 see that the machine does the 
 work; all the o|ierator does is to 
 guide the goods and regulate 
 the speed. They see that here 
 is the secret of the store's 
 ability to quote low prices." 
 You'll enjoy this exhibition; 
 you ought to buy one or two of 
 the skirts for ordinary wear; 
 they're marvels of goodness at 
 the price, gtic. 
 
 No. 808 
 
 Our ^3 Derbies 
 
 So far as we can learn , our ^3 
 Derby costs more to make tlian 
 any other sold in Chicago. 
 
 One reason why it gives more 
 wear than any other $3 Derby. 
 
 Spring shapes in soft hats 
 ready, too. 
 
 No. 809 
 
 Buster Brown 
 Suits 
 
 This popular new style for 
 boys 3 to 6 years is here in great 
 variety of fabrics and prices — but 
 ours are different than you will 
 see elsewhere — a natty tum-down 
 cloth collar under the regulation 
 white linen one— so the suit may 
 be wom either way and be quite 
 correct and sightly. Our patrons 
 are critical, and they notice these 
 little points. 
 
 Send for our new spring cata- 
 logue. 
 
 No. 810 
 
 Vacation 
 Petticoats 
 
 The three new ones just ar- 
 rived were specially designed for 
 going-away days. 
 
 A Seersucker — 4<)C. instead of 
 6qc. For tramping across fields 
 and over country roads. The 
 correct length for wearing with 
 the walking skirt. Two stitched 
 ruffles on the bottoms of the um- 
 brella flounce, give fullness of 
 foot, so there's some style about 
 it, too. 
 
 A Satteen — 7qc, instead of fi. 
 For afternoon wear with most 
 any dress, as it comes in pretiy 
 colors, as well as black. A good 
 airing and an occasional shaking 
 will be all the laundry work called 
 for. Think of this convenience 
 at a summer boarding house. 
 
 A Mohair — f2 75 instead of 
 J3.50. For the trip to the Fair 
 here's the only skirt besides the 
 short white one — that you'll need. 
 Always dressy — always ready. In 
 gray and black; finished with deep 
 accordion pleated flounce. 
 
 No. 811 
 
 Goodness at $15 
 
 Good is good — 
 
 Good suits at moderate prices 
 are good — we've full stocks of 
 such. 
 
 Good suits whose moderate 
 prices have been revised down — 
 that's better 
 
 Many such at different prices, 
 especially at the bottom price, 
 
 $<5- 
 
 Same sort of scale-down in 
 boys' suit prices. 
 
 No. 812 
 
 Black Goods 
 Remnants 
 
 No piece of dress-goods ever 
 comes out exactly even after dress 
 lengths have been cut off for ten 
 or a dozen different people. 
 From 2 ^ to 5 yards. What shall 
 we do with them .' 
 
 The best solution of the 
 problem that we know is to 
 change the prices and put them 
 all out on a Main Aisle table — 
 voiles, Lyons grenadines, eta- 
 mines, challis, mohair, Silicians, 
 cheviot, serge — no matter what. 
 
 This has been done to-day. 
 Dozens of skirt lengths and waist 
 lengths — and a good many full 
 dress-pattems you can buy for 
 less than usual. 
 
 No. 813 
 
 Trimmed Hats 
 
 At $5 and $6 
 
 Tlie appreciation of our Mil- 
 linery Store increases steadily. 
 This potent fact brings more and 
 more admirers : 
 
 Here at /j and |6 are charming 
 Hats that look as though they 
 cost Jio to $15. 
 
 The rapidity of their departure 
 tells what women think of them. 
 
 Two hundred more trimmed 
 hats — careful copies of Paris 
 models^take the stand of honor 
 to-day. 
 
 Every sort that is stylish — the 
 new shapes, the new shades, the 
 new trimmings. Lingerie and 
 Piilo and Folded Brim Hats in 
 plenty. 
 
 No. 814 
 
 We Try 
 
 to Anticipate 
 
 the wants of people in search of 
 particular printing, and endeav"r 
 to give each individual customer 
 ju.si what he desires, without any 
 ifs orauds about it. If you don't 
 know exactly what you want, our 
 experience of 24 years is at your 
 service. 
 
 Trial orders convince you and 
 satisfy us every time. 
 
 No. 815 
 
 Easter Novelties 
 Half Price 
 
 For those who desire to remem- 
 ber their friends with a small but 
 appropriate F.aster gift, here's a 
 buying opportunity that will sure- 
 ly make bargain history. Main 
 Floor. 
 
 Dainty and useful articles of 
 sterling silver, particularly appro- 
 priate forreuiembrances— selected 
 to please either man or woman 
 
 We hope to have enough to last 
 all day, but then you must bear in 
 mind that seasonable, striking 
 silver articles at these prices will 
 create an unusual demand. Arti- 
 cles put up in fancy boxes and 
 ribbons. 
 
 Hundreds of 50c. articles at 25c. 
 
 No. 816 
 
 Warwick 
 China Dinner Sets 
 
 just received — ^large invoice. No 
 dantier decorations, no finer nor 
 thinner material, no better shapes 
 made in all America, than War- 
 wick China — considering the low 
 prices — $10 for a beautiful dinner 
 set, J5 for a lovely toilet set in 
 that ware. Of course we have 
 higher and lower price sets. 
 
 Here's an opportunity for 
 lovers of odd plates. We have 
 selected about 100 richly decorated 
 China plates that formerly sold 
 for #1.50, 51.25, $1.00 to 75c; you 
 can have your choice for 50c. each . 
 
 At that price you should have 
 vour china closet and plate rail 
 '• chuck " full. 
 
 Mo. 817 
 
 A Hot Iron 
 A Cold Handle 
 
 The hood of the Asbestos Sad 
 Iron is lined with asbestos, the 
 best non-conductor. This lining 
 keeps the heat from passing out 
 the sides or top. The only place 
 it can get out is at the bottom, 
 just where you want it. The 
 cores are solid cast iron, not 
 hollow like some other makes, 
 and therefore, when once healed, 
 they hold the heat longer. 
 
 f 1.75 Set of Three Irons. 
 
 No. 81 K 
 
 Daffodils 
 
 all a-bloom and splendidly grown 
 in pots are my specialty this 
 week. You'll be glad to know 
 these handsome Daffodils 
 
 ARE OUT 
 and that I am offering them now 
 at specially attractive prices. 
 Order to-day and I'll deliver with 
 equal promptness. 
 
216 
 
 No. 819 
 
 You Are Eating 
 Your Pots & Pans 
 
 Think that over. 
 The wear of your coolcing and 
 serving utensils goes into the 
 food — except the part of the wear 
 tliat goes into the dishpan. And 
 much of that frictional wear isn't 
 washed out. Take your best- 
 w-ashed utensil— it isn't clean. If 
 it were going to be silver-plated, 
 for instance, it would need to be 
 scoured with acid, else the silver 
 couldn 't hold on because of dirt. 
 Here's safety and relief- 
 Pots, pans, griddles— all the 
 needed utensils — made of 
 aluminum. 
 
 Aluminum pots and pans cost 
 very little more than other good 
 sorts — will last longer than any- 
 thing except copper— will stand 
 bumps and droppmg better than 
 anytning else — and, if particle by 
 particle, you are eating your pots 
 and pans the diet of aluminum is 
 the only harmless one. 
 
 Don't buy "cheap" aluminum 
 articles — the metal is the s.ime, 
 hut a vessel must have strength, 
 else it will bend. 
 
 (Descriptions and prices.) 
 
 No. 830 
 
 Books For 
 
 
 Easter Giving 
 
 
 A graceful custom— g 
 
 iving 
 
 books at Easter. And it 
 
 grows 
 
 in tavor. 
 
 
 Books in Fine Bindin 
 
 gs are 
 
 here- classic and modern 
 
 works. 
 
 handsomely, individually 
 
 bound 
 
 by famous bookbinders. 
 
 from 
 
 $2. JO a volame, up to a 
 
 set for 
 
 I400. 
 
 
 No. «31 
 
 Scrapbook 
 Pleasure 
 
 There's profit, too, in having a 
 scraplMjok handy — one ready to 
 hold the clippings on any subject 
 and bring them to your notice 
 when most needed by you. 
 
 In office, shop or nome they 
 make themselves useful. 
 
 Several new kinds of scrap)- 
 books are here ready for your 
 inspection and use. 
 
 Some ready gummed; some with 
 pockets; some plain and many 
 that are fancy. 
 
 Al kinds from loc. up. Special 
 ones at 25, 50, 75c. 
 
 Albums for holding your souve- 
 nir postal cards also. 
 
 No. 82« 
 
 New Go-Carts 
 
 Ready with the 1904 Go-Carts 
 and Baby Carriages. Bloch and 
 Heywood makes, which are, by 
 long odds, the best. The auto- 
 mobile gear is as light and easy- 
 running as a bicycle. Came out 
 last year. It is on the new go- 
 carts and baby carriages. Sizes 
 of tires are Yi inch, % inch and 
 y^ inch. 
 
 The Artillery wheel is a new- 
 ness. A substantial wood wheel 
 with shaved spokes and heavy 
 rubber tires. The new finish is 
 Brewster green, a shade darker 
 than last year's. The whole get- 
 up effective and as comfortable 
 as vou please. 
 
 60-Carts, $5 to #40. 
 
 Carriages, J 10 to J25. 
 
 Folding Carts, $3.50 to $8.50. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 883 
 
 The Man Behind 
 the Bar 
 
 Delights in serving New England 
 Beer. He sells it as it is sold to 
 him, guaranteed to be absolutely 
 pure. This guarantee is substan- 
 tiated by leading chemists and 
 physicians who have analyzed the 
 beer and given their hearty 
 endorsements for its purity and 
 healthfulness. 
 
 Obtainable at best Hotels, 
 Clubs and Caffe. 
 
 No. 8«4 
 
 Men's Hats 
 in New Shades 
 
 Colors promise to rival black in 
 the fashions for Spring— our se- 
 lections contain a splendid repre- 
 sentation of all the best favored 
 shades. 
 
 The Colbert Derbys and Fedo- 
 ras, I3.00. 
 
 The M. F. & Co. Derbys and 
 Fedoras, ^4 00. 
 
 The latest blocks are now being 
 shown in the "Colbert" Silk 
 Hats at >6.oo, and the "Colbert" 
 Opera Hats at |6.oo and ^.00. 
 
 No. 8W 
 
 Your Vest, Sir 
 
 One of the most important parts 
 of your suit is the vest. 
 
 Whether plain or fancy — the 
 vest— what is seen of it — should 
 bi in perfect keeping — not only 
 with the rest of the suit — but with 
 its wearer's individuality. 
 
 Now— for instance — in the mat- 
 ter of fancy vests our long ex- 
 perience in just what goods to 
 use — in just what is most fitting 
 and in good form— comes in most 
 opportunely to serve your 
 interests. 
 
 These Fancy Vests are made 
 expressly to our order — of goods 
 of our own selection— and are 
 exclusively an ".S & S." product. 
 
 Make and Fit are beyond 
 criticism I 
 
 The Season is here and so are 
 these Fancy Vests. 
 
 Extra buttons with each vest. 
 
 The prices from ^1 .50 to J4. 
 
 No. 826 
 
 A Special loc. 
 Sale of Drugs 
 
 A sale that gives you choice 
 of a 
 4 oz. bottle of Bay Rum. 
 40Z. bottle of Blown mixture. 
 3 oz. bottle of paregoric. 
 3 oz. l>ottle camphorated oil. 
 
 3 oz. bottle carbolic acid. 
 
 4 oz. bottle glycerine and rose- 
 water. 
 
 3 oz. bottle pure glycerine. 
 
 2 oz. bottle vanilla extract. 
 
 25c. bottle White Pine and Tar 
 Cough Remedy. 
 
 Vou who have bought these 
 goods elsewhere know the regu- 
 lar prices, and will readily see 
 how big a saving you can effect 
 by taking advantage of this spe- 
 cial IOC. sale. 
 
 Other special drug offers — 
 .Acker's Cough Remedy, bottle 5c. 
 
 Merck's phosphate soda, 1- 
 pound box, iz'^c. 
 
 A 5c. box of Slippery Elm Loz- 
 enges and a sc. box of Menthol 
 Cough Drops, both for sc 
 
 No. 827 
 
 Good Stoves, 
 Low Prices 
 
 If you know us at all, you know 
 that we're very careful about the 
 statements we make in our adver- 
 tisements — that when we say 
 " high quality " you'll find high 
 quality here ; and that when we 
 print ' low prices " in the paper 
 there are real low prices in the 
 store to justify it. 
 
 We say that ours are good 
 stoves — high quality heaters— and 
 that our prices are really low for 
 the sorts of stoves we sell. We 
 mean just that— no more, no less 
 —and the more you look around 
 among the stove stocks of this 
 town, the more certain you'll be 
 that what we claim is true. 
 
 New Coal Stoves at >4 75, J.oo, 
 5 50, 6.00, 6.50, 7.50, 8 50, 900, 
 10.00, 12.00, 1400, 16.50, 18.50, 
 2o.fx>, 25.00, 28.00. 
 
 New Wood Stoves at $5.50, 
 6.00, 7.00, q 00, 12 00, 13 50. 
 
 Second-Hand .Stoves at #3.00, 
 f» 00, 8.00, la. 00, 12.00, 15,00. 
 
 Vour money back if you want 
 it. 
 
 No. S-JS 
 
 Get Your Boy 
 Ready for Easter 
 
 There's a degree of snap and 
 style to our Boys' Clothing that 
 appeals to the boy's heart ju.st as 
 strongly as do the prices to the 
 parents' ideas of economy. 
 
 A blue serge suit with Norfolk 
 Jicket and bloomer trousers, the 
 f u.! baggy kind, sizes 9 to 16 years, 
 to-morrow, ^3 45. 
 
 Tan top coats and reefers, all 
 sizes from 2H to 16 years, cut full, 
 in all the new shades, I2.95. 
 
 The highest grades of boys' 
 sailor, Norfolk, double-breasted 
 or Russian suits, all sizes from 
 2 14 to 16 years, ^4.95. 
 
 No. 859 
 
 Special Sale of 
 New Domestic 
 Made Lace 
 Curtains 
 
 We placed our orders for this 
 lot of Lace Curtains when cotton 
 uas worth 8c. a pound, making i' 
 possible for us to offer them to 
 you at very low prices. Cotton is 
 now worth 17c. a pound — the 
 highest price since 1875 — and 
 there is no indication of a decline. 
 Some " wise heads " even pre- 
 dict an increase to 20c. Run this 
 over in your mind and we believe 
 you'll agree with us that now is 
 the time to buy. Remember that 
 had we not placed our orders be- 
 fore the increase in cotton, we 
 could not offer these lace curtains 
 at the following low prices : 
 (Descriptions and prices.) 
 
 No. 830 
 
 We Propose to 
 Bachelors 
 
 that they let us take care of their 
 soiled linen for them for thf year 
 1904— and later. We are adepts 
 at everything that pertains to up- 
 to-date laundry work; we not only 
 guarantee you GOOD service but 
 PROMPT service as well; and 
 you'll find us very low-priced 
 about it. Ask for special 
 "bachelor" rates. 
 
 No. 831 
 
 Exactly 
 Right 
 
 The difference between "Very 
 Near Right" and "Exactly 
 Right" in glasses is the difference 
 between failure and success. You 
 get "Exactly Right "glasses when 
 you come to us — we guarantee it. 
 
 Open evenings. 
 
 We grind all our own glasses. 
 
 No. 832 
 
 Men Who Cannot 
 Afford to Be 
 Without Insurance 
 
 MEN WITHOUT PROP- 
 ERTY, with a wife and chil- 
 dren or other dependents. 
 
 MEN WITH PROPERTY, but 
 not enough to yield an income 
 that would support their fami- 
 lies by itself, and realize that 
 their death will instantly stop 
 its increase. 
 
 YOUNG UNMARRIED 
 MEN, who wish to make sure 
 tliat their mothers or sisters, or 
 the families they probably will 
 have, will not be left in want ; 
 or to have money to set up in 
 business in ten or fifteen or 
 twenty years. 
 
 PROSPEROUS MEN, who 
 think they will never need it, 
 hut may be mistaken. 
 
 BENEVOLENT MEN, who 
 wish to leave a sum to institu- 
 tions or to friends without 
 breaking into their estate. 
 
 FAR-SIGHTED MEN, who 
 wish to save up money to lie 
 paid to them at an age when 
 failing powers may prevent 
 them from earning. 
 
 IN THE TRAVELERS 
 
 Premiums are as low as is com- 
 patible with safety, and results 
 are guaranteed. 
 
 No. 833 
 
 Women 
 Know 
 
 How quickly the white lining 
 on the inside of a cast iron 
 reservoir chips off, leaving the 
 iron exposed to the water, which 
 quickly rusts it. 
 
 The Majestic 
 Reservoir 
 
 is made of heavy sheet copper, 
 nickel-plated on the outside and 
 tinned on the inside. There is 
 never any danger of its rusting. 
 
 No. 834 
 
 Easter Sunday 
 Near at Hand 
 
 The most important date in the 
 tailoring world comes earlier this 
 year than usual. 
 
 APRIL 3d. 
 Therefore you want to place your 
 Older quickly, as the new styles 
 are settled and the exclusive pat- 
 terns are all here. As you know, 
 it does not pay to hurry the mak- 
 ing of good garments. We offer 
 you hand-made coats, built by 
 expert tailors to stay in shape, at 
 special reduced prices if you 
 order NOW. Call and see the 
 special suit we are making at 
 $25. Others will charge #35 for 
 the same value. 
 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 217 
 
 No. 83S 
 
 A Heat Pointer 
 
 Do you realize what a differ- 
 ence it would make in the warmth 
 of your kitchen in the morning if 
 you left your reservoir full of 
 water and let it boil all night ? In 
 the Majestic Steel Range, the 
 reservoir being on the left hand 
 side, right next to the fire, will 
 heat water much quicker than if 
 it was on the right-hand side; in 
 fact, it is the only stvle of reser- 
 voir in which the water will ever 
 boil. 
 
 Price I53.00 up. 
 
 No. 836 
 
 Wash-Day Grief 
 
 What an exasperating thing it 
 must be for a woman on wash- 
 day after getting all ready for the 
 week's washing to find the family 
 tub has shuffled off its iron hoops 1 
 But wood will shrink and hoops 
 will fall. 
 
 However, the old fashioned 
 wooden tub, though dear to the 
 heart of the wash woinan, like 
 the old oaken bucket, is a thing 
 of the past. 
 
 Science and skill have come 
 along with the new galvanized 
 iron wash tubs, which are far 
 superior in every wav to a wooden 
 tub, as they never leak, rust or 
 break, and there are no hoops to 
 fall off. Besides this, they are 
 much lighter and easier to handle 
 than a heavy, clumsy wooden one. 
 
 Of course we sell wooden tubs 
 if you want them, best quality, 
 too, but we sell ten galvanized 
 iron tubs to one wooden one, be- 
 cause they are better all 'round 
 for hard use and long service. 
 
 70 — 75 — 80 cents. 
 
 No. «a,' 
 
 The man who doesn't know 
 exactly what he wants can put in 
 a ))leasant quarter of an hour at 
 this store finding it. 
 
 We're showing new spring 
 business suitings by hundreds; 
 all the good sorts of fabrics, pat- 
 terns and color effects. 
 
 Business suits, tailored to 
 measure and warranted to fit, %io 
 and up. 
 
 Pressed and kept in repair for 
 a year. 
 
 No. 838 
 
 If You Die 
 Payments Cease 
 
 Protection for Families. 
 
 In all purchases made from us, 
 from this date on and until fur- 
 ther notice, where the purchaser 
 is a married mi.n, living with his 
 wife or children and supporting 
 them, and payments have been 
 promptly and regularly made up- 
 on the purchase for a period of 
 six months continuously from the 
 date of the purchase, we will, uj>- 
 on satisfactory proof of the death 
 of such purchaser, and the fact 
 that he was supporting a wife and 
 family at the date of his death, 
 if he is not in default of any pay- 
 ments up to said time, cancel tlie 
 balance of any indebtedness on 
 such purchase from the date of 
 such death. This policy is a de- 
 cided innovation in retail mer- 
 chandising. It will probably be 
 copied, as is every good thing we 
 do. 
 
 We trust the people. 
 
 Ni». 8:19 
 
 Appetizing 
 Eatables 
 
 Spring delicacies, that tickle the 
 palate and bring the |>erfect joy 
 of a contented stomach. Fresh 
 as the first breath of a country 
 morning. 
 
 Butter with the flavor of green 
 pastures, 25 cents the pound. 
 
 Eggs fresh from our own poul- 
 try fiirm, 20 cents the dozen. 
 
 Peas, beans, roasting ears — all 
 kinds of seasonable vegetables, 
 still wet with the morning dew — 
 fresh every day. 
 
 Strawberries — t he kind that 
 melt in your mouth, red, ripe and 
 delicious, 15 cents the quart. 
 
 At the store where everything 
 is fresh and clean. 
 
 No. 840 
 
 About 
 
 Our Bedding 
 
 We are very proud of our bed- 
 ding, which is made in our own 
 factory under the best sanitary 
 conditions. There are no indif- 
 ferent methods tolerated, and we 
 see to it that everything that 
 enters into the making of the bed- 
 is sanitarily pure. We guarantee 
 the quality and durability of mat- 
 tresses, bolsters and pillows— and 
 everything else in the bedding 
 line. 
 
 No. 841 
 
 Banking by Mail 
 
 Has Penetrated 
 
 to the 
 
 Interior of Russia 
 
 A Russian merchant saw an ad- 
 vertisement of the Union Sa\'ings 
 Bank — with a list of its directors 
 — and at once sent ;j2oo for de- 
 posit. 
 
 He wanted his money in a bank 
 where it would he absolutely safe 
 and where it would earn 4 per 
 cent, interest. 
 
 No. 842 
 
 Bowling 
 
 Is an ideal all-the-year-round 
 sport. Invigorates mind and 
 body in the languid days of sum- 
 mer. Come down and try the 
 new alleys for an hour or two. 
 
 No. 843 
 
 Woman's Lace 
 Lisle Hose — 
 
 ANOTHER NEW SHIP- 
 MENT. 
 
 About 100 dozen women's solid 
 black lace lisle hose, with im- 
 proved garter top, and silk em- 
 broidered lisles, fancy stripe and 
 figured hose in great variety will 
 be on sale to-day. The best values 
 we have ever had ; our own im- 
 
 {lortation. If you favor lace lisle 
 lose, now is a splendid chance to 
 supply yourself . More pretty pat- 
 terns than we have shown before 
 this season ; Ojc. and 75c. grades. 
 To-day, 48c. 
 
 No. 844 
 
 Germany Makes 
 the Best Linen 
 Mesh Underwear 
 in the World 
 
 — and the kind we have to sell is 
 the original linen mesh of which 
 all others are copies ; coming 
 direct to us from the manufacturer 
 in (Cologne, and made to our spe- 
 cial specifications. 
 
 We have tried other makes from 
 time to time, but now drop them 
 all for this original brand which is 
 the be.st. 
 
 IVe are sf'eaking of men^s un- 
 det~ivear only. 
 
 Linen mesh does not mean all 
 linen, as it is necessarj' to have 
 some cotton in the cloth. This 
 original maker uses 65 per cent 
 linen in these garments, except 
 the very light weight, which is 
 only half linen, and the fish-net, 
 which is very open and nearly all 
 linen. 
 
 The size of the mesh \'aries. also 
 the weight of the cloth, and the 
 prices run 52.25, #2.50, #3 and 
 #3.25 a garment. 
 
 The salesman will tell you 
 which kind is best suited to your 
 needs. 
 
 No. 845 
 
 Almost 
 Everybody 
 
 Concedes-'the advantages of Life 
 Assurance. 
 
 Many people intend to have a 
 policy some day — 
 
 But "some day" finds them 
 dead or not assurable — 
 
 Destitute widows and orphans 
 pay the penalty — 
 
 Or a good business is wrecked 
 because of a lack of ready cash — 
 You know this is true— you know 
 it happens every day — 
 
 Could it happen to you? — 
 
 Are your family and business 
 provided for? — 
 
 Call or write, "Doit to-day." 
 
 No. 846 
 
 Appearances 
 
 Some women buy a steel range 
 because it looks very attractive as 
 it stands on the store floor. Lots 
 of nickel plating to show it off 
 and catch the eye. Did you 
 ever stop to consider how much 
 this plating costs, how hard it is 
 to keep clean, and how little it 
 improves the cooking qualities of 
 a range? The '" Majestic " man- 
 ufacturers do not believe in this 
 nickel trimming ; they spend their 
 money on improving the inside of 
 their range. We have .sold this 
 range for seventeen years and 
 during that time the 4000 users 
 have not paid out $10.00 for re- 
 jairs. 
 
 No. 847 
 
 The clothes you buy here will 
 be tailored right up to the date of 
 your order ; because being made 
 to measure our cutters give them 
 the very latest style. 
 
 Styles change. 
 
 Example— The " dead " raglan 
 overcoat. 
 
 How can "Re.idy-made" stores 
 give you the latest style? — their 
 clothes are made up in advance. 
 
 Suits or overcoats MAr)E TO 
 ORDER, from #15 up. 
 
 If it's a Loftus'— It's "up-to- 
 date." 
 
 No. 848 
 
 The Lining 
 Question 
 
 Fashion says diaphanous ma- 
 terials for the Summer of 1905 
 and for evening dress from now 
 on. Man reads this dictum and 
 says: "Humph, transparent stuffs 
 arain:" Woman reads and says: 
 "Dear me, that means silk lin- 
 ings." 
 
 The silk foundation, now may 
 be purchased for a very small 
 sum if one is only on the qui 
 vive for a bargain. For instance: 
 
 To-day we will sell Lining 
 Silks, all colors, including black 
 and white, a silk that is guaran- 
 teed to wear, for 42c a yard. We 
 have about 3,000 yards, which 
 will go at this price. Regular 
 figure, 58c. 
 
 At the Lining Counter. 
 
 No. 849 
 
 The Way to Buy 
 a Dinner Set 
 
 is to select one of our stock pat- 
 terns which we sell as you want 
 it, and buy what pieces you need 
 for present use — then, as you 
 want more things, get them in this 
 pattern. The cost is no m-ire 
 this way than to buy a whole set 
 at once. 
 
 We have these stock 'patterns 
 in all grades. 
 
 ato 
 
 A Word of the 
 New Taffeta 
 Dresses 
 
 Everybody knows by this time 
 that Taffeta Silk Dresses and 
 Suits are to be on Fashion's emi- 
 nence, this Spring. 
 
 We knew it long before. 
 
 That's the whole stor\'— the 
 reason that here is the fullest and 
 richest collection of these brilliant, 
 crepitating dresses. 
 
 The reason for the wondrotw 
 low prices is another story. 
 
 Taffeta Shirt-waist Dresses, at 
 Jin.75 tojjj. 
 
 Taffeta Tailor-made Dresses, 
 at $20 to f6o. 
 
 No. 851 
 
 Fishes' Cheeks 
 
 Did you ever try them? No 
 small bones to bother you. They 
 are delicious fried. Tliev are ex- 
 cellent in a chowder. Together 
 with cods' tongues they are llie 
 most delicately flavored part of 
 the fish. They are rapidly becom- 
 ing popular, because of their many 
 good qualities. No trimmincs to 
 cut away, no ^-aste of any kind. 
 All clear fish. Try them for your 
 next order. 
 
 No. 852 
 
 Beautiful 
 Lace Blouses 
 
 A lace blouse is a decided factor 
 in fashions this spring. Every 
 other woman will be wearing one 
 at fashionable gatherings from 
 now on. 
 
 A little beauty is of imitation 
 white Point Venise made over 
 white China silk. J7 ;o. 
 
218 
 
 No. «rt3 
 
 Why We Chose 
 the Blue Trad- 
 ing Stamps 
 
 The Blue Tradine Stamp sys- 
 tem, devised by the Beneditt- 
 McFarland Co., is the liest in the 
 world. It was not adopted by 
 The Big Store until it had been 
 subjected to a crucial test of severe 
 examination and carefully com- 
 pared with all the others in use. 
 With all tradine stamps that are 
 issued, except the Blue Tradinj; 
 Stamp, it takes one thousand 
 stamps to complete a book, and 
 no premium is given for less than 
 one book. With the Blue Trad- 
 ing Stamp 990 stamps complete a 
 book. Moreover, if you wish, 
 you receive a 
 
 Premium for 300 Stamps. 
 
 Premium for boo Stamps. 
 
 This obviates the necessity of 
 waiting until an entire book has 
 been collected. Another point, 
 and one that decided The Big Store 
 in its choice of the Benedict- 
 McFarland system, is that the 
 Blue Trading Stamp obtains the 
 most practical and by far the most 
 valuable premiums. 
 
 No. 854 
 
 Women's New 
 Spring Hats 
 
 Ready-to-wear Hats — Newest 
 copies of the newest Paris models. 
 Ever so many of them. All dis- 
 tinctive, jaunty Walking Hats in 
 the best of colors. Of chiffon, 
 maline, straw and silk braids, 
 
 $! to $7.50 each. 
 
 l/ntrimmed Hats — 
 
 Exact duplicates of the shapes 
 used in imported fAa/?««.r. Chip 
 and fancy straws, full of grace 
 and style, $1.25 to ;?j each. 
 
 No. 8.-J5 
 
 Some Good Bu- 
 reaus and Chiffon- 
 niers at Wholesale 
 Prices 
 
 Manufacturers who want to get 
 a lump sum of ready money quickly 
 are often glad to sell small quan- 
 tities of furniture at cost. Perha ps 
 they see a way to make twenty 
 times as much profit as they are 
 temporarily giving up. 
 
 One of those occasions has re- 
 cently enabled us to buy, at or 
 about the cost of manufacture, a 
 lot of very handsome bureaus and 
 chiffoniers, in mahogany, bird's- 
 eye maple and golden oak ; all 
 substantially made and highly 
 finished, with large, beveled, 
 plate-glass mirrors. 
 
 No. 856 
 
 There's a difference between 
 finding your size and finding what 
 you want in your size. 
 
 It's generally the case that " if " 
 the ready-made double-breasted 
 suit were single-breasted you'd 
 take it, and "if" the cut-away 
 suit were a sack that would suit 
 the " other fellow." 
 
 Here you find what you want, 
 have it made as you want it, and 
 made to F IT. 
 
 {11.50 — worth double. 
 
 "Keep- Busy" Sale ends Sep- 
 tember ist. 
 
 Make tracks this wav. 
 
 Painstaking care makes Loftus' 
 suits wear. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 857 
 
 37/^c. Instead of 
 $1 for These 
 Mercerized 
 Cottons 
 
 No wonder every one is talking 
 about them. 
 
 The cotton is the finest that 
 can be gro^vn. 
 
 The mercerizing is the most 
 skill/ill that can he done. 
 
 the weaving is wonderfully 
 perfect and varied. 
 
 Vet the price is only about a 
 third of the regular. 
 
 Yes, the same things are selling 
 in other stores right now for J i 
 a yard. 
 
 Meant for shirtwaists — but not 
 for that alone — the plain colors in 
 the lightweight will make exquis- 
 ite summer gowns. 
 
 No. 858 
 
 Spring Suits 
 for Boys 
 
 Of the "different" kind. 
 
 One of the leading manufact- 
 urers of Boys' Clothing tells us 
 that we'r« entirely too particu- 
 lar." He says that he cannot 
 give us his regular stock; because 
 It isn't up to our standard. 
 
 That's just it. We're willing 
 to be called anything, so that we 
 get what we want. Quality, style, 
 workmanship and everythmg else 
 are of the best in our Clothing for 
 Boys. 
 
 We please the boy, and his 
 mother and ourselves — hands all 
 around. 
 
 Some new arrivals for Spring: 
 
 Russian Blouse Suits, with Eton 
 and sailor collars; bloomer trou- 
 sers; of serges and cheviots; in 
 sizes for 3 to 7 years, $5 to $8.soa 
 suit. 
 
 No. 859 
 
 Two Kinds 
 of Milk 
 
 OUR KIND 
 
 RICHNESS— Before being ac- 
 cepted at our dairy all milk must 
 reach the high standard set by 
 us for richness in butter fat. If 
 it falls below this standard it is 
 rejected. 
 
 PURITY— Milk as it arrives at 
 our plant is passed through a 
 fine quartz filter under pressure, 
 which removes all sediment and 
 most of the germ life prevalent 
 in all milk. 
 
 PA.STEURIZATION — This 
 means that evet^ remaining 
 form of germ life in the milk is 
 destroyed by a simple process of 
 heating it to a high temperature 
 and then ouickly cooling. This 
 is accomplished without chang- 
 ing the flavor of the milk. 
 
 OTHER KINDS. 
 There are many of them. 
 We shall be pleased to serve 
 vou with ours. 
 
 No. 860 
 
 Chocolates, 20c. 
 
 Our famous brand of Venetian 
 chocolates at a very low price. 
 Bitter chocolate coating and rich 
 mellow centers — no superior in 
 quality and workmanship, twenty 
 varieties, in i, 2, 3 and 5 lb. boxes, 
 per lb., 20c. 
 
 No. 861 
 
 Comfortable 
 Porch Chairs 
 
 It is our constant aim to supply 
 the best porch furniture obtain- 
 able. 
 
 We think our long experience 
 enables us to effect this purpose. 
 
 Our variety of porch furnishings 
 of every description is unusually 
 large and handsome. 
 
 "These chairs, painted in red or 
 green, or shellaced on white 
 maple, are excellent illustrations 
 of our great stock. 
 
 Substantially made rattan seats. 
 
 Rockers, figs. 
 
 Chairs, #1.85. 
 
 No. 863 
 
 Great Chance for 
 Book Lovers 
 
 In this splendid Sale of Books 
 — the surplus stock of publishers 
 at special prices. 
 
 Whether you be a savant, or 
 just an ordinary fiction-lover 
 youll be pretty sure to find what 
 you want here. And all are 
 bound in fit shape for library use. 
 
 An unusually fine lot of novels 
 at ISC each — regularly sold at 
 from 75c to #1.08 each. Hun- 
 dreds of books — the list is very 
 long. 
 
 No. 8(53 
 
 New Trefousse 
 Kid Gloves 
 
 A superb style showing. 
 
 The Trefousse is the glove for 
 particular men and women. It 
 pleases, whatever may be the 
 point of view — it's comfortable 
 besides being the acme of refined 
 elegance. So the judges at the 
 St. Louis exposition awarded it 
 the highest possible honors. 
 
 Women's Trefousse kid gloves, 
 glace finish, $1, $1.50 and f 2. 
 
 Women's Trefousse kid gloves, 
 suede finish, $1.50, $1.6; and f 2. 
 
 Men's Trefousse kid gloves, 
 the finest made, ^2 and {2.50. 
 
 No. H(S4 
 
 Artistic 
 Pearl Painting 
 $1.85 
 
 Beautiful church scene, painted 
 on gla-ss by the famous " Pearl " 
 method. Framed in gilt, 16 x 20 
 inches. Specially marked down 
 for the present week from #3.00. 
 
 No. 865 
 
 Undermuslin 
 Clearance 
 
 We've fairly turned things up- 
 side down in the muslin under- 
 wear section. Took the blue pen- 
 cil and went through the entire 
 stock bent on price reduction. 
 On the slightest excuse we re- 
 duced the prices. 
 
 As an instance take the muslin 
 and cambric gowns and corset 
 covers at 400. 
 
 Last week they were 75c. Were 
 not selling as fast as we wished, 
 so they are below cost now , 4qc. 
 
 No. 866 
 
 "Brown Betty" 
 Tea Pot 
 
 The daintiest and most homelike 
 receptacle in which to brew tea ; 
 made of the finest grade of earth- 
 enware of rich brown tint, and 
 covered with sterling silver in 
 beautiful scrolls and shields ; a 
 most artistic effect. Price 1^13.50. 
 Our catalogue of Diamonds, 
 Watches, Jewelry and Silverware 
 sent free on request. 
 
 No. 867 
 
 Combination 
 Billiard and 
 Pool Table 
 
 For family use. Greatest thing 
 for keeping the men folks from 
 ' ' going down to the Club ' ' at 
 night. 
 
 We have 2 sizes, 3H " 7 feet and 
 4x8 feet, with 2 and 1% in. balls. 
 A complete outfit of balls, cues, 
 etc. (40 implements in all), is fur- 
 nished with each table. Twenty- 
 six games, including various forms 
 of Pool and Billiards, also Ballet- 
 to, Golf, Tenpins, etc., are played 
 on these tables and a book of rules 
 and instructions is furnished with 
 every table. 
 
 Sold at |6o and %^^ on easy 
 terms. 
 
 .\n Ideal Home Table at a 
 very Reasonable Price. 
 
 No. 868 
 
 No. 869 
 
 Rich Rugs 
 
 Are Not Luxuries 
 
 At Our Prices 
 
 Our facilities for buying and 
 policy of Quick Sales make it 
 possible to save many dollars by 
 buying here. Even if not contem- 
 plating immediate purchases, we 
 invite you to come and see this 
 
 freatly enlarged and attractive 
 epartment. Three times former 
 space— three times former assort- 
 ments. 
 
 Royal Wiltons,6x9 to 9 x 12 ft. 
 $i8.gSto;32.98. 
 
 Seamless Axminsters, 27 x 54 to 
 qx 12 ft., $1.79 to $19.49. 
 
 Velvet Axminsters, 27 x 60 to 9 x 
 12 ft., $2.19 to $22.98. 
 
 THINK IT OVER. 
 
 Clothes either improve or mar 
 a man's appearance. 
 
 Ready-made clothes at their 
 best are only ready-made — they 
 are made to fit " modeled forms " 
 — not vour form. 
 
 MADE TO ORDER clothes 
 are made from a pattern ; drafted 
 to fit the form of the individual 
 who is to wear them. 
 
 Ready-made clothes are not 
 " up-ta<iate ' ' clothes, because 
 they have to be made up in ad- 
 vance, and any new styles that 
 come out cannot be given them. 
 
 MADE TO ORDER clothes 
 can be given any style you want, 
 up to the day you are measured. 
 
 Unlike the ready-made stores, 
 we don't try to fit you to the 
 clothes — we make the clothes to 
 fit you. 
 
 Suits and overcoats made of 
 good material, tailored in the 
 xiery latest styles. 
 
 $15 and up. 
 
 It's " up to you. 
 
 If it's a Loftus' — it's " up-to- 
 date." 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 219 
 
 No. 870 
 
 The Boy That 
 Failed 
 
 may be one that didn't deserve 
 failure. It's unpleasant to speak 
 of a bright boy's failure — and 
 often he isn't to blame for it at 
 all. School teachers nearly 
 everywhere notice boys that are 
 bright in every other way except 
 when it comes to certain exam- 
 ples. Then they seem dull and 
 beyond their usual ability to un- 
 derstand and grasp. To how 
 many teachers does it occur that 
 such conditions are the result of 
 defective vision — yes, to how 
 many? I trust, with other scien- 
 tific men, that >he time may come 
 when every child that is to enter 
 school will have to pass an exam- 
 ination of his or her eyes, and not 
 till such a time comes and exam- 
 inations are made by competent 
 opticians can it be a settled ques- 
 tion whether or not a child enters 
 intellectual life as well prepared 
 as he should. Children's eyes 
 examined any day. 
 
 No. 871 
 
 The pathetic yet oftentimes hu- 
 morous narrative of the life of 
 
 Tom Pinch 
 
 as depicted by that not-to-be- 
 equaled writer, Charles Dickens, 
 in his novel, "Martin Chuzzle- 
 wit," should be re-read before 
 seeing the play. In which case 
 Willard's interpretation of this 
 beautiful character will be doubly, 
 nay trebly appreciated. This 
 book, "Martin Chuzzlewit" may 
 be had at our Book Store for 4sc. 
 
 No. 872 
 
 Our Trousers 
 
 will suit you " down to the 
 ground." 
 
 Custom tailor's cloths. 
 
 Custom tailor's style. 
 
 Custom tailor's fit. 
 
 Custom tailor's workmanship. 
 
 Less than custom tailor's prices. 
 
 No. 873 
 
 A Drop in 
 Ribbons 
 
 Ribbons out? No, indeed, 
 never were more popular, but 
 nevertheless we are going to sell 
 seme hundreds of bolts to-day in 
 this wise — 
 
 9c Ribbons for 5c a yard. 
 
 i8c Ribbons for loc a yard. 
 
 25c Ribbons for 15c a yard. 
 
 35c, 40c and 50C Ribbons for 
 sjc a yard. 
 
 No. 874 
 
 L 
 
 When I Asked 
 
 If I had done any unsatisfactory 
 reiairing for you, the question 
 was not prompted by any " kick- 
 ing," for "kicks" are few and 
 very far between, and my busi- 
 ness is growing quite satisfac- 
 torily. 
 
 But a single dissatisfied cus- 
 tomer might easily do more harm 
 than ten, or ten times ten, new- 
 customers could benefit me, so I 
 want the chance to " make good " 
 with that possible dissatisfied one 
 — that's why I asked. 
 
 No. 876 
 
 Open Saturday 
 Evening 
 
 To accommodate those who can- 
 not convenientlv come to the bank 
 during the daytime, 
 
 THE UNION SAVINGS 
 BANK 
 
 is oi-jen until 9 o'clock on Satur- 
 day evenings. 
 
 IJeposits accepted in any amount 
 from $1 up and interest paid at 
 the rate of 4 per cent. Send for 
 the booklet. 
 
 No. 876 
 
 I Do Nothing 
 But Roofing 
 
 It doesn't cost much to keep a 
 roof in good condition if you take 
 it in time and do it right. What 
 costs is letting it go tillit is in bad 
 shape, and then getting a man 
 who doesn't half attend to it. I 
 am not a plumber, tinsmith, car- 
 penter or general "handy man." 
 
 I am a roofer. Roofing is my 
 specialty. I do it promptly, 
 tnoroughly, satisfactorily every 
 time ; and I do nothing else. 
 
 A plumber may be a mighty 
 good plumber, but he isn't a 
 roofer. Perhaps he will mend 
 your roof thoroughly — perhaps 
 not. Very likely he will " send a 
 man." A plumber or tinsmith or 
 hardware man can seldom attend 
 to your roof as promptly and sat- 
 isfactorily as I can, because he 
 has other troubles. I haven't any 
 troubles but roofing. I take all 
 the troubles there are at that. 
 
 I have had twenty-five years' 
 practical experience in roofing. 
 
 I have the materials, tools and 
 skillful workmen to do it right. 
 
 I boss the job myself. 1 am on 
 hand on every roof that I tackle. 
 I see that it is done as it ought to 
 be. When I am through with it 
 there's no " perhaps " about it. 
 
 Without any charge to you I 
 will carefully inspect any leaky or 
 defective tin, gravel, slate, iron or 
 felt roof and submit an estimate 
 of cost to put it in first<bss con- 
 dition. 
 
 I have the care of roofs of 
 some of the largest buildings in 
 New York, and my work is widely 
 known for its thoroughness and 
 durabilit>'. I can give you plenty 
 of references. All you need to 
 do is to drop me a postal card. I 
 will do the rest. 
 
 No. 877 
 
 Golden Oak 
 ServingTable 
 
 $5-75 
 
 Of artistic and serviceable 
 quality. A very convenient piece 
 for an odd comer of the dining- 
 room. Two shelves , two drawers , 
 18 x 36 inch polished top. It can- 
 not be duplicated in other stores 
 at our price. 
 
 No. 878 
 
 Your Hall 
 
 isn't complete without an Um- 
 brella Stand. 
 
 We've some new ones in of 
 various grades, but the one at 
 $3.85 is a big value. 
 
 German earthenware, new 
 shape, full size, decoration of 
 flower sprays and gilt. 
 
 No. 879 
 
 Pretty Sets of 
 Nainsook Under- 
 wear, $3 Instead 
 of ^5.25 
 
 Help for a bride plannlne a 
 trous.seau . Yes, indeed; fine 
 enough to make one set in that 
 carefully planned outfit. The gar- 
 ments — drawers, chemise and 
 night gown — are worth /1.75 each. 
 They are made of very soft nain- 
 sook, and the trimmings are in 
 accord. Bought separately they 
 are f i each. Here is a brief word 
 of description. 
 
 ;?i ; value Ji.75— The Night 
 Gowns and Chemises have both 
 low, square, of embroidery 
 threaded with wide satin rib- 
 bon ; finished with a frill of 
 snowdrop lace. The night 
 gowns have elbow sleeve ; the 
 chemises a prettv frill. 
 %\ ; value #1.75 — The Drawers of 
 these pretty sets have deep ruffle 
 of Swiss embroidery heading 
 with a wide ribbon threaded 
 beading, 
 f 3 for the set is verj' little, isn't it? 
 
 No. 880 
 
 Linen Collars 
 i2i/^c Each 
 
 A great many men wear cotton 
 collars without knowing it, and 
 they pay the same price for them 
 that we ask for these Collars 
 which are absolutely pure linen 
 both sides. 
 
 Our line is complete in all the 
 popular shapes and sizes. To- 
 day we add another model, the 
 Monticello, which is here illus- 
 trated. It is in the popular wing 
 style, linen both sides, in sizes 14 
 to 17 — i2j4c each, two for 25c. 
 
 No. 881 
 
 Wash Fabrics — 
 20c. Printed 
 Taffeta i2^c. 
 
 It may sound trite to say " The 
 greatest bargain ever offered in 
 wash goods," but it's true. 
 
 7,000 yards of the prettiest 
 pnnted Cotton Taffeta you've ever 
 seen, in such popular shades as 
 brown, navy, tan, cadet, pink, etc., 
 printed in beautiful designs, at 
 12 '^c. 
 
 Every yard represents a full 
 20c. worth of quality and style. 
 It is light in weight — just the 
 fabric you want for shirt-waist 
 suits and children's dresses. 
 
 No. 88S 
 
 Special 
 
 Gold Eyeglasses 
 
 $1.00 
 
 This most remarkable offer is 
 made for the si)le purpose of ad- 
 vertising the superior quality of 
 my optical work and to demon- 
 strate that my three finest equip- 
 ped optical establishments are 
 the only ones in the world where 
 a staff of trained and skilled 
 eyesight specialists are employed, 
 who make thorough scientific ex- 
 amination of eyes, using only the 
 latest and most modem instru- 
 ments. 
 
 No. 883 
 
 Furniture 
 Slip Covers 
 
 Made to order slip covers are 
 like a made to order suit of 
 clothes— they fit, give satisfaction 
 and the maxiinum amount of 
 wear. We send a competent man 
 to measure your pieces of furni- 
 ture and "make-to-fit" coverings 
 of the best linen, with bound 
 edges, at the exceptionally low- 
 price of 79c. a yard. We can 
 make others at 59c. a yard, but 
 we emphasize those at 79c. as 
 being particularly good. 
 
 No. 884 
 
 A Six Months' 
 Course in Sartain's 
 Business College 
 
 paves the way to success. 
 
 During the last four months w-e 
 had 17 calls for teachers, salaries 
 ranging from #s"o to #1,200 per 
 year, and 1 50 calls for office w-ork- 
 ers at from $7 to f 15 per week. 
 If you graduate from SAR- 
 TAIN'S you are sure of a job. 
 
 New term, Day and Night 
 School, begins Monday, Jan. 4. 
 Write for particulars to 
 
 No. 88.'i 
 
 Unusual Sale of 
 the Heavy 
 A.xminster Carpet 
 at $1.15 a Yard 
 
 These extra Axminster carpets 
 have a long, velvety pile. They 
 are rich in colorings and unusual- 
 ly pleasing in patterns. Being 
 the latest productions of mills 
 renowned for the excellence of 
 their w-ork, they are correct in 
 style and color scheme. Carpets 
 of similar quality are sold in 
 other stores at fi. 95. Our price— 
 fi ij a yard— includes making, 
 lining and laving. 
 
 No. 886 
 
 Go Call a 
 Coach 
 
 and let a coach be called, and let 
 the man who calleth \vt the caller; 
 and in his calling let him nothing 
 call, but coach! coach! coach! O, 
 for a coach, ye gods! 
 
 —Henry Carey. 
 The modem way is so much 
 easier, here at D.inn's — just a 
 quiet order brings a coach - a 
 neat, clean coach — and there's 
 little to pay. 
 
 No. 887 
 
 ^5 Fountain 
 Pen Free 
 
 No. 3 eoes to James Cates, 
 8 BaxendaTo Avenue, who Imught 
 coal yesterday at 10:25 a. m., and 
 the envelope time for giving was 
 10:30. 
 
 Our Peerless Stove Coal at 
 J7.7S is about the best free burn- 
 ing White -Ash Coal ever seen in 
 this neighborhood. 
 
 Don't ff>rget ttiat we give aw-ay 
 a Fountain Pen, absolutely free 
 esery day this month. 
 
 / 
 
Ill 
 
 ^11 
 
 f 
 
 II 
 
 220 
 
 No. 888 
 
 A Window 
 
 Transparency 
 
 Free 
 
 Framed, with every order 
 for Cabinet Photos. 
 These transparencies have 
 always sold for $i each. For the 
 coming week we will give each 
 sitter for cabinet photos— babies 
 included — one of the transparen- 
 cies of their sittings 
 
 FREE OF CHARGE. 
 Transparency pictures of baby 
 are the latest tad, so bring in the 
 babies. 
 
 No. 889 
 
 Monday's Butter 
 Bargain 
 
 Our recent Butter Sale aston- 
 ished as well as delighted careful 
 buyers. We have such a bargain 
 for to-morrow that we expect to 
 dispose of hundreds of pounds. 
 Fine, sweet Butter just received 
 nice enough for anybody — put up 
 in pound prints at aoc. a pouncl. 
 This will be on sale till 12 o'clock, 
 noon, only. You will have to 
 come early to take advantage of 
 this oSer. 
 
 No. 890 
 
 Three-Fifty 
 Oxfords 
 for Women 
 
 Grace of line and curve, beauty 
 of form and absolute comfort — 
 those are the attributes of our 
 three-fifty Oxfords, which bring 
 them within a step of the five- 
 dollar standard. For the greater 
 part they owe it to the "bench" 
 work with which they have been 
 invested. If yours be a high 
 arched, normal or abnormal in- 
 step, at least one of the twenty 
 new spring m3aels is designed 
 specifically for your service. 
 
 No. 891 
 
 Our Portables 
 Have Come 
 
 — The handsomest line of Port- 
 able Gas Lamps that Bangor has 
 ever seeni There's a dainty grace 
 and beauty of pattern in them 
 that appeals to every artistic taste 
 —and a portable lamp is the 
 " climax of lamp convenience." 
 
 No use talking! You'll have to 
 have a portable if you want the 
 best reading light there is. In- 
 vestigate. 
 
 No. 892 
 
 Velour Couch 
 1 1 8.00 
 
 There's comfort in a roomy 
 couch like this— pleasure too, in 
 its possession. It is carefully 
 constructed through and through. 
 Covered with three-toned or plain 
 colored Velour, has five rows of 
 tufting and is upholstered in all 
 hair— all hair, remember. By far 
 the best couch we have ever 
 offered at the price. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 893 
 
 Wilton Velvet 
 
 Carpets 
 
 Only 87j4c. Yard 
 
 Genvine long-wearing Wilton 
 Velvets, mind you, at the same 
 price you are aNked for even 
 ordinary carpets elsewhere. 
 Not a few odd patterns, but a 
 wide range of rich designs that 
 will harmonize with the furnish- 
 ings of any room. For finer 
 weaves we grade the prices up to 
 $'-So the yard. 
 
 Tapestry Brussels, soc. 
 
 A special line we are clearing 
 out. Well worth 65c. the yard. 
 Just the thing for summer cot- 
 tages and boarding houses. 
 
 Royal Wilton Rugs, 126.50. 
 
 And up to $j$ in the popular 
 9 x12 ft. size. This is but one of 
 a dozen unmatchable bargains in 
 Wilton Rugs. Other sizes in 
 proportion. 
 
 No. 894 
 
 5 Piece Suite 
 $75.00 
 
 The ingenuity displayed by 
 furniture manufacturers in keep- 
 ing pace with the demands of 
 people of taste is demonstrated 
 in this daintily upholstered 5- 
 piece suite. 
 
 The styles of the frames are 
 graceful and correctly carried 
 out. 
 
 There is an added charm in 
 the mahogany finish, which gives 
 a very rich and beautiful effect. 
 Exquisitely covered with Silks, 
 Panne Plush, Figured Tapestry 
 or Silk Damask, as you may 
 select. 
 
 No. 895 
 
 Don't depend upon others ! 
 Success in any walk in life cannot 
 be won without persistent and 
 determined effort on your part. 
 Remember this is necessary in 
 building up a "Rainy Day" 
 fund. Open an account at once 
 with the 
 
 Indiana Trust Co. 
 
 Make up your mind to keep it 
 there and add to it whenever 
 possible. 
 
 We will pay you 3 per cent, 
 per annum, compounded semi- 
 annually, May and November 
 First. 
 
 Capital 
 
 f i.cxn.ooo 
 
 No. 896 
 
 No Side Issue 
 
 Nothing but a plain, first-class, 
 every-day shoe store. No other 
 kind of goods tacked on, nor are 
 we hitched to any job lots. That 
 is one reason why we always 
 have nothing but the best class of 
 footwear, nothing but the newest. 
 Our minds never wander off into 
 other lines — we're thinking of 
 shoes, nothing but good honest 
 fcH)twear. 
 
 "THE BOSTON" still pegs 
 away at its 1^3.00 grades — calf, 
 russet and patent leather — wom- 
 en's and men's — for there's noth- 
 ing better on the face of the earth 
 for the price. More style, more 
 quality, more comfort than you'll 
 get for twice the money anywhere 
 else. You'll think as we do when 
 you try them once. Perhaps you 
 know It already. 
 
 No 89? 
 
 The New 
 
 F. H. O. 
 5-cent Cigar 
 
 fills the bill every time when you 
 want a long, mildish smoke. 
 Not so strong as might be, but 
 plenty heavy enough to plea.se 
 eight out of ten. The stock used 
 is of the best, carefully chosen, 
 and made tip by hand. 
 
 Tr>- an F. H. O. and see how 
 you like it. 
 
 No. 898 
 
 New Arrivals 
 in Handkerchiefs 
 
 The new showing of Women's 
 Handkerchiefs is most attractive. 
 There is a very large and attrac- 
 tive collection at 50c each, includ- 
 ing fine Irish linen handkerchiefs, 
 machine and hand-embroidered; 
 and some made of cross-bar linen, 
 which are very dainty. Some of 
 the designs are quite elaborate 
 and some have beautiful comer- 
 effects. 50c. each. 
 
 Another popular group presents 
 Women's All-linen Colored 
 Handkerchief, some with colored 
 borders and embroidered designs. 
 Others of silk-and-linen, in an as- 
 sortment of colorings, 25c. each. 
 
 There are very handsome Silk- 
 and-linen Novelty Handkerchiefs 
 for men , in white with blue stripes 
 and borders. 75c. each. 
 
 No. 899 
 
 Solid Quartered 
 Oak Dresser 
 
 $9-75 
 
 Worth cannot always be meas- 
 ured by price. The small price 
 asked for this large solid oak 
 Dresser inadequately conveys a 
 proper idea of value — the Cow- 
 perthwait value. Two top 
 drawers, swell front, 18 x 36 
 bevelled plate mirror, construc- 
 tion of the very best. 
 
 No. 900 
 
 No Zero Weather 
 Inside Our Paper 
 Vests ! 
 
 A perfect substitute for the 
 heavier, more bulky and more 
 expensive chamois and flannel 
 vests. We've had a great run on 
 these Paper Vests already ; now 
 we're restocked on them — nave all 
 the sizes for men and women — and 
 are ready for a "rush" sale. 
 Absolute protection against pene- 
 tration of cold, for 50 cents. 
 
 No. 901 
 
 "Tenderfoot" 
 Hose Reduced 
 
 The "Tenderfoot" sole is made 
 of the finest selected, combed 
 Egyptian cotton yam, which, be- 
 ing in its pure natural state, free 
 from all chemicals, acids and 
 dyes, positively does away with 
 that burning sensation in the feet 
 — a pair 25c. 
 
 Mo. 90S 
 
 Children's Reefers 
 and Hats and Caps 
 
 This is Children's Day, and we 
 have many attractive groups of 
 garments to interest their parents. 
 In addition to newness ana beauty 
 there are many price attractions 
 as well. All are in sizes for 2 to J 
 years, and there is an average 
 saving of a dollar on every reefer. 
 
 Children's Reefers at $2, of all- 
 wool serge, with box front and 
 new plaited back! collarless ef- 
 fi-ct; trimmed with silk braid :nd 
 piping. The colors include blue 
 and cardinal. 
 
 Children's Reefers at $3 to ^5, 
 of broadcloth, cheviot, covert 
 cloth and serge in various colors. 
 
 Children 's Reefers at ^6.50, of 
 silk-and-wool plaids and other 
 materials, in new sliapes and 
 colorings. 
 
 Children's Caps, Hats and Bon- 
 nets; many richly trimmed with 
 lace, ribbon, embroidery and 
 flowers, at f i to ^16.50. 
 
 No. 008 
 
 Spring Styles in 
 Corsets 
 
 In and coming — Spring styles 
 in corsets. As fits the corset so 
 fits the gown, you know. The 
 new dress should be preceded 
 by the new corset and it isn't just 
 to blame the dressmaker if the 
 new dress, fitted over the old 
 corset, doesn't fit well when worn 
 over the new corset. Catch the 
 point? 
 
 We show a very satisfactory 
 variety in new models, ft to 1^5, 
 in styles for general wear. And 
 the styles here are authoritative. 
 
 Here are some bargains. 
 
 No. 904 
 
 Leather Articles 
 
 FOR WOMEN. 
 
 Our fall and complete stocks 
 
 ? resent splendid selection for 
 ^ster gilts, as well as for the 
 purchaser's individual use. There 
 IS a delightful assortment of new 
 things in vanity bags, hand bags. 
 envelope bags, card-cases, ana 
 pocketbooks. The leathers show 
 rich colorings of iinported calf- 
 skin and the new fluffed alligator 
 effects. 
 
 In addition to the re^lar stock 
 there is a special offering to-day 
 of Hand-bags in genuine sea lion, 
 Russian seal and walrus, in black 
 and brown. All new and modem 
 styles, and all fitted. Regular 
 values #4.50 and $$. 
 To-day 1^3 each. 
 
 No. 905 
 
 Millinery 
 Creations of 
 Bewitching Grace 
 
 Imported models with all the 
 charm and piquancy of Parisian 
 art, together with the clever pro- 
 ductions of our own designers. 
 Every woman acknowledges the 
 pre-eminent attractions of our 
 Marie de Medici, plateau, new 
 two-tone sailors and lingerie hats. 
 
 Special values in ready-to-trim 
 hats of chiffon, in an immense 
 variety of pretty designs, at f 1.95 
 to $s ; slso in polo turbans of 
 fancy braid with rosette of braid 
 and bird at the side, $i. 
 
 CYCLOPEDIA OF LOCAL AND RETAIL ADVERTISEMENTS 
 
 221 
 
 No. 906 
 
 Waists of China 
 Silk at 
 Wholesale Prices 
 
 Only a few hundred, and of 
 such fine qualities and exquisite 
 styles that they need only to he 
 told of to find quick purchasers — 
 White and black— trimmed in 
 scroll crossover and fancy yoke 
 effects with imported fancy laces, 
 including finest quality German 
 Vals.,some with deep Cufifs and 
 Stocks made entirely of lace- 
 others in plain tailored styles — a 
 make that fits faultlessly. 
 
 Waists that in regular way we 
 could not sell under ti) 9^, 
 Special, $6. q8. 
 
 Waists that in regular way we 
 could not sell under 1^.98. 
 Special, 1^5.98. 
 
 Waists that in regular way we 
 could not sell imder I7.98. 
 Special $4 98. 
 
 Waists that in regular way we 
 could not sell under 1^.98. 
 Special, #3.98. 
 
 No. 907 
 
 All Sorts of 
 Pretty Waists 
 
 Pretty to the point of fascina- 
 tion. Waists of^ heavy madras. 
 Dainty waists of lawn. Makers 
 are outdoing themselves in orig- 
 inal designs. Groups of tiny 
 tucks and lacy inlays of insertion 
 on the lawn and China silk waists. 
 
 The silk waists— well, we 
 shan't tell all. Come and see. 
 
 No. 908 
 
 Quartered Oak 
 Chairs 
 
 Pictures are inharmonious when 
 the drawing and coloring are 
 wrong. 
 
 It's the same with chairs. If 
 the lines are right and the color 
 pleasing, such chairs will look 
 well wherever placed. 
 
 These chairs are of the har- 
 monious kind. Polished quarter- 
 ed oak, slip seats, best quality of 
 leather in apple green, red or 
 dark green. 
 
 Arm Chair, |i 1.50. 
 
 Side Chair, #7.75. 
 
 No. 909 
 
 Chances in Tea 
 
 Prudent housewives will find 
 excellent money saving opportun- 
 ities in our tea department Mon- 
 day. Our so cent tea, which is a 
 delight to tea drinkers, and which 
 isalways sold for 50 cents a pound, 
 will be on sale for Monday only, 
 for 30c. You may have this in 
 either Oolong f r mixed. 
 
 Our (x> cent tea, either Oolong 
 or Mixed, here Monday for 40 
 cents a pound. 
 
 Our English breakfast tea, 
 which is one of the best breakfast 
 teas ever put on sale, usually 
 priced 40 cents a pound, for Mon- 
 day <mly, 30 cents a pound. 
 
 Our '$t tea, Monday only, 65 
 cents a pound. Perhaps some 
 
 Seople think we haven't got any 
 ollar tea, but we are willing to 
 have this tea compared with any 
 dollar tea on earth, and, for Mon- 
 day, it is yours for 65 cents. 
 
 No. 910 
 
 White Lawn 
 Waists 
 
 Indispensable to the Summer 
 wardrobe. 
 
 Fresh, sheer, fine and well pro- 
 portioned. Deftly made : 
 
 At «i. 50— Front of fine plaits 
 with lace insertion. Or white 
 plaid lawn, toilor-made ; stock 
 collar finished with tie. 
 
 At >i. 75 -Front of broad plaits 
 with insertion of embroidery. 
 Back and sleeves plaited. 
 
 Second Floor, Tenth Street. 
 
 No. 911 
 
 Molasses Candy 
 Pulling 
 
 Saturday, Feb. 6. 
 
 You will be lucky if you get 
 your share of the Molasses Cand^ 
 at 5c a yard. The Candy-man is 
 going to have an Old-Fashioned 
 Molasses Candy-Pull right in the 
 store. There will be yards and 
 yards of glittering, golden candy, 
 cut while you wait. You'll like 
 to see the pulling and you'll like 
 to ta.ste the candy. Remember 
 the day and price, sc a yard. 
 
 No. 912 
 
 Spring Derbies 
 
 Our Man of Hats ha? had it 
 said to him veiy frequently of 
 late by men who are staunch 
 friends of our hats — and there are 
 a host of such— that never again 
 will they wear anything but a 
 Derby that combines lightness 
 and flexibility. FeatherweiKht 
 and flexible Derbies — we're head- 
 quarters for them. 
 
 And what style is expressed in 
 our Spring blocks ! 
 
 "The quality of fur used is of 
 the very highest character. The 
 designs are many— so that any 
 man can be suited. A Wana- 
 maker Derby becomes a man. It 
 must. He cannot have it, other- 
 wise. 
 
 <3.^3 5o,>S and $6. 
 
 Men's Hat Store, Second 
 Floor, Ninth. 
 
 No. 913 
 
 Rain Coats 
 
 Fifty Rain Coats are waiting here 
 for fifty men to carrry them off — 
 They won't wait long at such a 
 price — Regular J15, JiS, and J20 
 value — 
 
 To-day— JtS.oo Each. 
 Umbrellas — Prices snapped in 
 half on all Holiday umbrellas. 
 
 No. 914 
 
 Fry It, Broil It, 
 or Bake It. 
 
 Prepared either way our Ham- 
 burg Steak is delicious and ap- 
 petizing. 
 
 The increasing demand for it 
 attests its goodness; it's sale on 
 some days having reached a 
 quarter of a ton. 
 
 Our regular price for Hamburg 
 Steak is 12c. a pound. 
 
 That more may become ac- 
 quainted with it, we will sell it on 
 Saturday for loc. a pound, or 3 
 pounds for 25c. 
 
 No. 915 
 
 Are You Trying 
 
 to Heat 
 
 All Outdoors? 
 
 That's what you are doing if 
 your doors are constantly open. 
 Keep the doors closed, and the 
 heat will suy where it will do 
 some good. Equip them with 
 
 Blount Door Checks 
 
 and they'll never bother you. 
 They will close quickly, but 
 noiselessly. These checks are 
 the only door checks that give 
 perfect satisfaction. They can he 
 easily attached to any size or 
 shape of door. 
 
 We sell and apply them. 
 
 A descriptive folder on request. 
 
 No. 916 
 
 Men's 
 White Shirts 
 
 $1 , worth $1.50. 
 
 White plaited-bosom Shirts — 
 six hundred of them. 
 
 Linen bosoms. Madras or 
 muslin bodies. Twenty plaits on 
 each side. Pearl buttons. 
 
 Cool and handsome. Sizes 14 
 to 16'-;. 
 
 We predict there won't be any 
 left by the late afternoon. It will 
 be a case of the early bird— tJiat's 
 your cue. 
 
 ft each, worth I1.50. 
 
 Ninth Street aisle. 
 
 No. 917 
 
 Stop That Draft 
 or It'll Stop You 
 
 Open doors, drafts and colds go 
 hand in hand. The best and only 
 sure preventive is the Yale & 
 Towne 
 
 Blount Door Check. 
 
 It always closes a door tight, 
 but gently and noiselessly. Can 
 be quickly and easily atuched by 
 anyone. Is compact, neat in ap- 
 pearance, durable, and always 
 gives perfect satisfaction. 
 
 Made to fit any door at a price 
 that will fit your pocketbook. 
 
 We sell and apply them. 
 
 A descriptive folder on request. 
 
 No. 918 
 
 "State Arms" 
 Sofa Pillows 
 
 The fad in sofa pillows is a 
 colored reproduction of the arms 
 of the various States stamped on 
 the top. Every State represented 
 in our collection. Top and back 
 complete, 50c. 
 
 No. 919 
 
 Rubber Sponges 
 
 A rubber worker in St. Peters- 
 burg ijeat Nature at sjwnge mak- 
 ing. These are of rubber— Amer- 
 ican manufacturers have clumsily 
 failed, so far, in producing them. 
 
 Jolly for the bath. 
 
 Been dear — but we've cured 
 that. 
 
 38c. 75c. ft. fi.25 and tt.7S, 
 soft or harsh, according to your 
 skin. 
 
 No. 020 
 
 The Raw Silk 
 for Coats, Etc. 
 
 Fashion's latest craze is Raw 
 Silk, dcscrilied as "the silk th,\t 
 hangs like Velvet." Kaw silk is 
 as "light as cambric and as dura- 
 ble as .serge." at fi.oo, ft .as, 
 $1.50 and #2.00 yard. 
 
 No. 921 
 
 No Trading Stamp 
 Prices Here 
 
 We sell the best ; we sell the 
 most ; we charge the least ; he- 
 cause we do not pay for trading 
 sumps — nor do you, U you buy 
 here. 
 
 Stampers say trading stamps 
 are a discount. At times they 
 offer "bargains" with double 
 sumps. What sort of '■bai;gains" 
 must trading stamp fargains be, 
 when they can stanid a double dis- 
 count ? Our 
 
 FRIDAY BARGAINS 
 are genuine bargains — not trading 
 stamp bargains. 
 There was an old woman named 
 
 Fiddlededee 
 Who lived on nothing but trad- 
 ing stamp tea ; 
 " 'Tis bitter," she said, "and 
 
 is worthless for food. 
 Excepting the gum_ on the 
 back's rather good." 
 
 No. 922 
 
 Favored Suitings 
 
 Our present lines are noted for 
 the great numbers of Suits shown 
 in the new |p^ys — browns and the 
 (Kipular plaids are also widely r>;i>- 
 resenled. The usual distinctive- 
 ness of style so long an exclusive 
 feature of our Yoi-tlis' Clothing is 
 especially marked in our spring 
 lines. 
 
 Prices for Suits, $15.0010135.00. 
 
 No. 923 
 
 Handkerchiefs, 1 5c 
 
 Belfast sent us ten thousand of 
 these men's and women's 25c. to 
 50c. pure Irish linen handkerchi«Js 
 labeled "seconds" because of lit- 
 tle irregularities of stitching and 
 misplacing of threads. The saving 
 is worth while and we pass it 
 along ; dozen, ;?i.t)5 ; each, 15c. 
 
 No. 924 
 
 Universal 
 Bread Mixer 
 
 It holds a crowd every day and 
 is so practical and liked so well 
 that we're selling hundreds. It's 
 so easy to operate — you simply 
 turn a crank and the bread's .«1- 
 wavs the same ; go<Kl, old home- 
 made bread, better than any baker 
 can bake. Price, #2. 
 
 No. 925 
 
 One Thing's 
 Certain 
 
 As long as you live you'll need 
 money — 
 
 Better save something i>ow for 
 your old age- 
 Interest on all savings accounts 
 at 
 
) 
 
 mAA 
 
 No. 93e 
 
 Perrin's Easter 
 Gloves 
 
 So many beautiful novelties and 
 pretty ideas have been brought 
 out for this Kastertide that it is no 
 wonder ever>'one feels the neces- 
 sity of havinR several new shades. 
 
 Perrin's soft pretty Suedes, in 
 all the fashionable colors, #i 50 
 and #2.00. Gloves that hold their 
 color. 
 
 Hest Perrin quality fine French 
 tiloves, hand sewed overseam or 
 Pique, in all the novelty shades — 
 apple (freen, cadet blue, cherry 
 red, etc., #1.50 and #a.oo. 
 
 No. 027 
 
 Candy that the 
 Children Ought to 
 Eat 
 
 How many generations of moth- 
 ers have worried because their 
 children continuously wanted 
 candy which the mother knew 
 would do the little ones serious 
 harm ? 
 
 Yet how hard it is to refuse ! 
 And there is usually a wicked 
 father who humors the boy or girl 
 in spite of the mother's care. 
 
 Now relief comes in a candy 
 that the children soon learn tii 
 prefer to other candy ; and the 
 new candv is not only harmless, 
 but actuUly healthful I 
 
 Children may benuniored with- 
 out harm. Neither mother nor 
 father need say " No." 
 
 The magic sweetmeats are 
 M.\LT CREAMLETS. 
 
 The scientific story of their in- 
 vention, preparation, goodness 
 and healthiness is very interesting 
 and satisfying ; but too long to 
 tell here. 
 
 Sufficient that they are good for 
 the health of young and old ; and 
 that they are a good and dainty 
 candy. Three kinds : 
 Malt Creamlets, Malt Creamlet 
 Peppermints, Malt Cream- 
 let Chocolates. 
 Ten cents a package. 
 
 No. 938 
 
 Colored Dress 
 Goods Specials 
 
 The vogue for mohairs is un- 
 precedented — they are made up in 
 dresses for almost every require- 
 ment; especial attention fs directed 
 to our immense assortment of 
 plain and checked designs at $t a 
 yard. 
 
 About 75 pieces, including im- 
 txirted Eoliennes, Fancy Voiles, 
 j-.tamines, and Crystal Novelties, 
 will be placed on sale this morn- 
 ing for immediate clearance at a 
 low price — yard, $t. 
 
 No. 989 
 
 A New Silk 
 For Walking 
 Skirts 
 
 Silk for 8kirt.s, ti.ao.—We have 
 been aiming for some time past to 
 produce a silk which would prove 
 especially suitable for that Paris- 
 ian innovation, "the Silk Instep 
 Walking Skirt," and after much 
 research we have created a selec- 
 tion of differently designed I.ouis- 
 ine Silks, which are admirable (or 
 this purpose. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 930 
 
 Luxurious Furs 
 
 Furs are fairly to be classified 
 under the head of luxuries. They 
 are, in that respect, like pianos or 
 lirecious stones — f>bjects which are 
 bought for a life-time, not merely 
 to gratify a passing fancy. They 
 are less subject to changes of fash- 
 ion than any other article of dress. 
 Hence it behooves the intending 
 purchaser of furs to spend both 
 time and car? in their selection, 
 and to convince herself of their 
 worthiness and lasting qualities. 
 .Add to this the naturalinclination 
 of the purchaser to pay, out of a 
 given price, as little as possible 
 for name and as much as neces- 
 sary for quality, and you have the 
 Cf)nditions which should govern 
 the purcha.se of furs. Wana- 
 maker's fulfills these conditions 
 to a T. 
 
 No. 031 
 
 "Colbert" Hats 
 at I3.00 
 
 In our " Colbert" Hats — Der- 
 bys and Fedoras — nothing has 
 been left undone to place them far 
 above all other similarly priced 
 lines. _ The materials make them 
 excel in point of service — and in 
 the styles all the latest ideas are 
 introduced. 
 
 "Colbert" Derbysand Fedoras, 
 J J .00. 
 
 No. 932 
 
 An Oyster Stew 
 In a Minute 
 
 At Blake's Restaurant. 
 Another New York idea — an 
 oyster stewer. To test its cm>k- 
 ing quality we put a dipper full of 
 ice water into the cooker and it 
 boiled in 47 seconds. The presi- 
 dent of the company tells me that 
 mine is the first one to be set up 
 in Connecticut. 
 
 OYSTERS 
 
 have first call among my to-night's 
 extras, but there's a big bill of 
 other shore foods for choice : 
 
 Soft Shell Crabs 15c. 
 
 Clam Chowder loc. 
 
 Clam Stew 20c. 
 
 Clam Fry 25c. 
 
 Live Broiled Lobster 50c. 
 
 l-obster Salad 25c. 
 
 Chicken Salad 25c. 
 
 Cold Roast Chicken 2sc. 
 
 Cold Roast Beef 15c. 
 
 Cold Roast Pork loc. 
 
 No. 933 
 
 The Hat Store 
 That Sells Hats, 
 Not Labels 
 
 There is no other way in the 
 world that a man will permit him- 
 self to be so thoroughly imposed 
 upon as in buying hats. There is 
 only a certain amount of value 
 that can be put into a hat, and 
 there it ends ; and the label has 
 nothing to do with it. The hat 
 section of TH E HUB, which we 
 call a hat store, because it is as 
 complete in every detail as though 
 it were a separate establishment, 
 at the very outset undertook a re- 
 formation — determined to cut off 
 the cost charged for names and 
 instead provides values. You can 
 determine how well we've suc- 
 ceeded by buying one hat — then 
 you'll see how much too much 
 you have been paying. 
 
 No. 934 
 
 Odds 
 and Ends 
 
 For Monday we shall place sev- 
 eral baskets, odds and ends, both 
 in glass and tin go<Kls. .Some of 
 these goods are regularly priced 
 as hijjh as <>y:. and it is safe to say 
 .ill will average more than 250. 
 These odds and ends will include 
 pickles, relishes, cocoas, in fact, 
 most all kinds of canned goods, 
 and, for Monday, only, you can 
 have your choice for 10 cenu. 
 
 No. 93.5 
 
 Is Your Life 
 Insured ? 
 
 "No, but I intend to take out a 
 policy some time." That is the 
 reply many persons make to that 
 
 Question. Their answer is evi- 
 ence that they ought to carry 
 insurance. Their "' I intend " 
 proves it. T h e y say " some 
 time.'' When is some time? 
 That is the question. It may be 
 a week, it may be a month, during 
 each day of which time they are 
 taking chances. There is no 
 chance about DEATH, it is a 
 CERTAINTY. You cannot put 
 it off, you do not know the hour, 
 you have made no provision , some 
 one is dependent upon you. 
 Good and sufficient reasons why 
 you should heed these statements 
 and secure honest insurance in an 
 honest company. Your " some 
 time " may be too late. NOW is 
 a safe time. 
 
 No. 936 
 
 Women's $$ Hats 
 
 Our Hats at this price are 
 known throughout the United 
 States. 
 
 They possess every attribute of 
 got>d taste and refinement. 
 
 "They are made of choice ma- 
 terials over wire frames and are 
 equal in every point to hats shown 
 elsewhere at ?7.5o fo $10.00. 
 
 Many women will find these 
 Hats at J5.00 so becoming that 
 they will buy several at a time. 
 
 No. 937 
 
 Fresh Vegetables 
 
 Are hard things to get this time 
 of year and they a^e most accept- 
 able to the average housewife w no 
 is at her wits' ends to ha vea change 
 in the everj-day bill of fare. We 
 have choice Cauliflower and Let- 
 tuce in any quantity. Very appe- 
 tizing; vegetables these — are scarce 
 at this time of the year. We have 
 the best apples on the market. 
 -All the choice home grown varie- 
 ties. F'ancy groceries a specialty. 
 
 N... 038 
 
 The Picture 
 That Is Turned 
 Toward the Wall 
 
 Was NOT framed here. The 
 frames we make add so much to 
 the attractiveness of the picture, 
 that they're always a pleasure to 
 show. The FRAME is HALF, 
 you'll bring the other half and 
 we'll do the rest. 
 
 No. 930 
 
 Silk Peignoir 
 House Gowns 
 
 Garments made to take the 
 place of the ordinary dressing 
 gown, and greatly approaches a 
 tea gown, though not quite so 
 elaborate. 
 
 It is essentially a gown to be 
 worn around the hou.se, but at the 
 same time it does away with the 
 dressing gown effect and forms a 
 charming and novel costume. 
 
 For traveling this excellent gar- 
 ment will be found inestimable, 
 so thoroughly useful it will prove 
 for hotel use. Prices #4.50 to 
 
 No. 940 
 
 Umbrella 
 "Seconds" 
 
 A purchase without a parallel. 
 Most manufacturers would sell 
 them as "firsts," but these silk 
 umbrellas, with simply a dropped 
 thread or stitch, were sold to us 
 as "seconds." They are umbrel- 
 las which sell at #3, $4, $5— Mon- 
 day at $1.50. 
 
 No. 941 
 
 Japanese 
 Silk Waists 
 Special ^5 
 
 Eminently beautiful models are 
 included in this sale — models ef- 
 fective and distinctive, and withal 
 extremely practical. 
 
 Style I — Front and back tucked, 
 a tailored model, splendidly 
 adapted for use in traveling ; ex- 
 cellent quality silk, $$. 
 
 Style 2— Elaborately trimmed 
 with lace insertion and medallions, 
 shirrings and handmade French 
 knots, deep cuff, $$. 
 
 No. 948 
 
 Under State Supervision. 
 
 " Only a Dollar " 
 
 It seems a little bit when you 
 say it and when you spend it. 
 But did you ever stop to think 
 how much the things that you 
 buy, because they're " only a dol- 
 lar," cost you in a year? 
 
 You can begin a savings ac- 
 count with a dollar here and get 
 4 percent, for your money, com- 
 pounded quarterly. 
 
 A dollar a week at this rate, 
 for ten years, amounts to $641.88. 
 
 No. 943 
 
 At the Sign of 
 the Easter Bunny 
 
 Have you seen — children and 
 grown-ups, too — the Easter dis- 
 play in our Candy Store? It's a 
 treat to the eyes. 
 
 Like a great bower of lilies, 
 jonquils, tulips, and other beauties 
 as true as life ; like a great nest of 
 chicks, birds, bunnies, .storks and 
 eggs of every kind, color and si/.e. 
 
 And that isn't nearly all. 
 
 China and Bisque Egg, at 20c 
 to $1.50 each. 
 
 China Rabbits with eggs, at 
 2oc., 25c. and 50c. each. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 223 
 
 No. 944 
 
 New Curtains 
 
 April, the housefumishing 
 month, finds this splendid section 
 equipped with assortments and 
 values of a character to make it 
 I .ace Curtain Headquarters. Ex- 
 |x;rts on interior furni.shinc tell us 
 the section stands alone in point 
 of attractiveness and in facilities 
 for showing the merchandise to the 
 advantage of the customers. And 
 we have seen fo it that the prices 
 are the kind that will satisfy the 
 customer, 
 
 Cluny Lace Curtains — Linen 
 lace insertions and edges in white 
 and Arabe ; a pair, $3.75, $2.75 
 and $1.95. 
 
 Fine Cable Net I.ace Curtains 
 — In white and ivory tints : ser- 
 viceable and very low priced ; a 
 pair, $6.50, $5.00 and $3.75. 
 
 Novelty Lace Curtains — Neat, 
 dainty, bed room curtains, in 
 white, $2.75 and $2.25. 
 
 No. 945 
 
 They Just Suit Me 
 
 We knew they would ; that's 
 the way we make them. When 
 they don't suit, we want to know 
 it. But it's all in the filler. We 
 use good, clean stock, the best 
 obtainable. That's why " Su- 
 preme Court " cigars bring 10 
 cents and why you get vour 
 money's worth. For smokers 
 who can't afford a dime, there's 
 our " Tomboy," the best 5 cent 
 cigar on the market. Who 
 
 keeps them ? " Every first-class 
 ciKar dealer. The way to get 
 them is to 
 
 ASK FOR THEM. 
 If the dealer tells you there are 
 others, tell him they are not to be 
 compared. 
 
 No. 940 
 
 The Kelsey 
 Furnace Heats a 
 House With Less 
 Coal and Care 
 
 than any other make. 
 
 I'm the Danbury agent for this 
 wonderfully good furnace and I 
 want you to know of its value. If 
 you cannot find the time drop me 
 a postal. It's my business to see 
 you, and I'll be on hand any time 
 you say. 
 
 No. 94 T 
 
 Reed Furniture 
 From The East 
 
 Sold fast enough at our regular 
 low prices. It would have cost 
 you one-half more last week. 
 Prices are only one-third the cost 
 of American. Fools? No, only 
 crowded; room needed. Interest- 
 ing? Yes, \.oyou. 
 
 Chinese Reed Fum'iture is made 
 with frames of bamboo, which 
 makes it extremely lipht in weight 
 and adds much to us elasticity 
 and thus to its comfort-giving 
 qualities. The fabric is woven 
 from split reeds bleached and not 
 shellacked or varnished. It is 
 cool and almost indestructible. 
 
 $1 Reed Foot Stools at 65c. 
 
 $5 Reed Arm Chairs at #3.50. 
 
 $5.50 Reed Chairs at $3.50. 
 
 $5.50 Reed Arm Chairs at $3.50. 
 
 $6 Reed Arm Chairs at $4. 
 
 $6.25 Reed Rockers at $4. 
 
 $6.50 Reed Tables at ?4.25. 
 
 No. 948 
 
 The Trading 
 Stamp 
 Humbupf 
 
 Did you ever hear of a concern 
 growing enormously rich by giv- 
 ing goods away ? 
 
 On the surface that is the im- 
 pression conveyed by the trading 
 stimp concerns. 
 
 They maintain expensive estab- 
 lishments — but self no goods — 
 just hand them out for stamps. 
 
 Dig down deeiwr and you find 
 that those who give stamps have 
 to buy them and those who osten- 
 sibly get them for nothing have 
 to pay for them in increased 
 prices for goods. 
 
 How many merchants do you 
 suppose would take up the trad- 
 ing stamp proposition on the 
 basis of losing money on it ? 
 
 Not one. Exactly the reverse. 
 It is figured for a good profit and 
 is worth it, for the time, trouble 
 and extra labor involved. 
 
 It is by fostering the idea that 
 the stamps are given away that 
 the whole humbugging scheme 
 exists, and without which it 
 would not last over night. 
 
 One thing at a time — when we 
 have thoroughly saturated you 
 with the folly and wastefulness of 
 chasing the little perforated stick- 
 er, we are going to throw light on 
 some other self-evident fallacies — 
 the idea, for instance, that the 
 same identical articles in Men's 
 or Boys' Clothing, Hals, Caps, 
 Shoes or Furnishings, are worth 
 a third or half more in a Main 
 .Street store than you can buy 
 them for on Seneca Street, at 
 'I'he Liberty. 
 
 No. 949 
 
 Clothes That Are 
 the Real Thing 
 
 Your advantage in buying our 
 clothes is all in the clothes. They 
 may even cost you more than 
 others ; you'll get more. 
 
 It will pay you, in looks and 
 comfort, to be sure of all-wool, 
 and avoid the mercerized cotton 
 cheat, in your clothes. 
 
 Our label is all-wool insurance ; 
 a small thing to look for, a big 
 thing to find. 
 
 Suits, $15 to $30. Special 
 Overcoats, $20. 
 
 No. 950 
 
 This Weather 
 Shoes 
 
 Shoes for gentlemen, in calf, box 
 calf, and ratent leather — any 
 style and all the comfort you 
 want, with light soles or heavy 
 soles, and just fitted for this New- 
 Haven weather. Look as though 
 they were worth $5, but I sell 
 them for $3, and guarantee satis- 
 faction. 
 
 No. 951 
 
 New Polo Hats 
 
 Yesterday nearly two hundred 
 new polo hats, ranging in price 
 from $1.25 to $6, came into the 
 (jolden Salon in every color that 
 you would find in a June flower 
 garden — brown, blue, white, green, 
 red. 
 
 The $1.25 kinds are black. In 
 all, twelve different styles. 
 
 No. 962 
 
 Unusual 
 Coats at $25 
 
 We tried to see just how much 
 value — by special pressure and 
 special effort — could be put into 
 a 52; coat. 
 The result is before you: 
 Coats of fine black Venetian 
 cloth, 52 inches long; lined 
 throughout with high-grade white 
 peau de sole. Two models- with 
 full loose back, or loose back 
 finished with strap. Both collar- 
 less and trimmed at the neck with 
 pongee or peau de sole, covered 
 with a design of fine braid. Cuffs 
 correspond. 
 
 No. 953 
 
 Something 
 For Nothing 
 
 During the months of Febru- 
 ary, March and April, i<}n4, we 
 shall refund the full amount paid 
 for all poods bought on certain 
 days, giving every purchaser a 
 chance of securing a supply of 
 Wines and Liquors 
 
 ABSOLUTELY FREE. 
 
 With each purcha.se a dated 
 ticket will be given. Preserve 
 the tickets, for all money paid on 
 one day of the month will be 
 given back. 
 
 On the last day of the month 
 the free date will be announced. 
 If you made your purclwse on 
 .said day, present vour ticket at 
 any time, AND GET YOUR 
 .M()NKY B-ACK. 
 
 The low prices, excellent qual- 
 ity and absolute purity of our 
 foods have already made our 
 usiness very popular. We trust 
 that this new and lilicral offer 
 will gain us many new jiatrons. 
 We are the only exclusive Family 
 Supply House in Peoria and 
 carry a complete stock ot Im- 
 ported and Domestic Wines and 
 Liquors. Our own brands : 
 " Family Cabinet " Bourbon, full 
 quart, ?i.oo: "Home Club" 
 Rye, full quart, 85c., are the finest 
 Whiskies bottled, unsurpa.ssed 
 for medicinal u.se. Visit our 
 store and insi^ct our goods and 
 prices. 
 
 No. 954 
 
 Boys' Cast Iron 
 School Shoes 
 
 Made of leather that IS leather 
 — double sole and tap — triple 
 stitched — raw hide cap, round toe, 
 laced — the best wearing boy's 
 shoe made — and at our price the 
 best to buy — sizes, 11 to 2, $1 — 
 sizes 3 to ^\''i, #1.25. 
 
 No. 9.5 J) 
 
 Longcloth 
 
 Twelve Yards for $1. 
 
 A previous shipment of these 
 goods, presenting a very much 
 larger quantity, was sold out in a 
 single day. Little wonder, when 
 such a staple fabric was sold at a 
 full third below its regular price. 
 This is a quality of Longcloth 
 that sells all the year round at 
 f 1.50 for twelve yards. It is per- 
 fect in every way. The manu- 
 facturer had good trade reasons 
 for disposing of it at this time; so 
 we are able to offer this addition- 
 al quantity at $■ instead of $1.50 
 for a piece of twelve yards. But 
 you must be prompt now or it 
 will all be gone. 
 
 No. ».-,« 
 
 Eolienne 
 38c. a Yard 
 
 ".Silk or Silk -and -Cotton — 
 Which?" 
 
 People ask the question con- 
 stantly. Their eyes tell them one 
 thing, and their coma«m sense 
 tells them another. How could 
 all-Silk Eolienne be sold for 38c. a 
 yard ? 
 
 No, it's not all-.silk — but fully 
 half-.silk, and so beautifully woven 
 that it would deceive anyone if we 
 were not careful to state the exact 
 truth. 
 
 You may always rely on this 
 store to tell you what's in a piece 
 of dress-goods, or clothing or any- 
 thing else sold here, and what vou 
 are told will be the exact facts. 
 
 No. 957 
 
 It Sticks to Stay 
 
 You business men tired of 
 fooliiig w ith poor mucilage ? Buy 
 "Siaftord's Mucilage," bottled 
 in quart, pint and smaller meas- 
 ures. 
 
 The best mucilage too weak for 
 vour work? I>et .Stafford's 
 Liquid (ium get hold of it. 
 Stands air, shuns sediment. Pints 
 50 cents. Quarts 75 cents. 
 
 For Librar>' use. Photo, mount- 
 ing, and the like, Stafford's Con- 
 centrated White Paste pleases 
 m<ist. No "seconds." 
 
 No. 958 
 
 Easter Millinery 
 Models 
 
 A little army of deft-handed 
 workers in our milliner)' work- 
 rooms have fieen busied preparing 
 scores of tester hats, the inspira- 
 tion for which came from magnifi- 
 cent French models. Some are 
 direct copies. 
 
 These exquisite modes are now 
 on display and will be of the ut- 
 most interest to visitors. They 
 are so cleverly made that it is im- 
 possible to tell them from the 
 Paris creations. They have caught 
 the very atmosphere of Parisian 
 art. 
 
 Special $10, for to-day only. 
 
 No. 959 
 
 Here's an Olive 
 Chance 
 
 Pimentolives. These are little 
 olives stuffed with Spanish sweet 
 |>eppers. There is no more 
 grateful relish to be had. llie 
 bottles are not large, but they are 
 much larger than the prici — for 
 Mondav loc. a bottle. 
 
 No. 900 
 
 Millinery To Trim 
 at Home 
 
 L'ntrimmed chip hats in the 
 newest shapes and colors. Vou 
 cannot fail to be suited — the var- 
 iety to select from is so great. 
 There are little hats quirked and 
 bent up in startling fashiims lin- 
 tended to lie trimmed w ith knots 
 of flowers and wings standing up 
 straight). Other hats, sailors and 
 a multitude that are indescriKihle, 
 95c. to $3.50. 
 
I.': I 
 
 224 
 
 No. 9«l 
 
 Dinner and 
 Tea Sets 
 
 You will want the Easter table 
 to be tastefully dressed. 
 
 Here's the opportunity to get the 
 choicest sorts of China and Glass- 
 ware at wonderful savings. 
 
 All these sale participants are 
 offered a positive saving of 33 to 
 50 per cent. 
 
 One of the Third Avenue win- 
 dows will give you an idea of the 
 beauty of the goods 
 
 Dinner Set of English Porce- 
 lain, with neat underglaze decora- 
 tions, 3 colors, 100 pieces includ- 
 ing soup tureen and good size 
 meat dishes. Worth jtio, special, 
 
 Dinner Sets of English Porce- 
 lain, with colored borders, in 
 green, cobalt blue or maroon, 100 
 pieces, worth $iS. Speciil in the 
 Bloomingdale crockery store , 
 ?io.98. 
 
 No. 963 
 
 Sharpen 
 Your Pencil 
 
 with a knife. How long will the 
 pencil stay sharp? How long will 
 the knife stay sharp? Do ynu 
 enjoy handling white paper with 
 lead-blackened fingers? 
 
 Paper Lead Pencils put an end 
 to the whole dirty business. 
 Prick the paper, whirl off a strip, 
 and you've a pencil in shape for 
 hours of work. These pencils 
 are filled with finest Bavarian 
 lead, are rubber-tipped, and sell 
 at the "one-profit" price, 25 cents 
 a dozen. 
 
 N. B.— Need Blank Books ? 
 
 Xo. 963 
 
 When You Buy a 
 Range 
 
 buy a good range. The few dol- 
 lars difference between the price 
 of a good range and the price of 
 a poor range will more than come 
 back to you in the greater econ- 
 omy of fuel, the greater efficiency 
 and durability of the good range. 
 
 WHEN YOU BUY A 
 
 RANGE don't forget that econ- 
 omy of maintenance, working 
 convenience and durability are 
 the points to be considered. Buy 
 a range that has a record for giv- 
 ing satisfaction in these points. 
 For the proof of the range is in 
 the workmg. 
 
 WHEN YOU BUY A 
 RANGE you can't do better than 
 buy a Richmond or a West Shore. 
 Thousands of these ranges are in 
 every day use here in Danbury, 
 and their records are ones of in- 
 variable satisfaction. We want 
 to show them to you if you're 
 thinking of buying a range. 
 
 No. 964 
 
 We don't believe the bees can 
 produce a more luscious, a more 
 perfect table delicacy tlian this 
 
 Strained Honey 
 
 we've just received. It's the kind 
 that took first premium at tlie 
 World's Fair, it is far-famed for 
 its goodness. 
 
 15 Cents a Lb. 
 
 is cheap for it — but it's all we ask. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 965 
 
 Manhattan 
 Club Cheese 
 
 We had a demonstration of this 
 new cheese the other day and llie 
 way it sold was surprising. We 
 thought we had enough to l.Tst a 
 week, but, as a matter of fact, it 
 was sold all in one day. Wc 
 have just got a new shipment and 
 it will go on sale Monday for 10 
 cents a [lackage. 
 
 No. 966 
 
 Parlor Suits 
 at Half 
 
 You may choose from almost 
 ourentire assortment of three-piice 
 Parlor Suits to-morrow at one- 
 half the marked prices. 
 
 Of course we accept a loss on 
 every suit we sell. We have a 
 reason for doing this most unusu- 
 al thing, but it wouldn't interest 
 you. Sufficient to say that tlie 
 offer is a bona-fide one and you 
 can buy these suits at hali price. 
 
 ^20 suits at #10. 
 
 $25 suits at f 12.50. 
 
 $30 suits at J15. 
 
 f 40 suits at $20. 
 
 if;o suits at l^aj. 
 
 #60 suits at J30. 
 
 #70 suits at #35. 
 
 fcp suits at ;f45. 
 
 Forty patterns to select from 
 — only one suit of each style — no 
 duplicates. 
 
 No. 967 
 
 Finest 
 Furniture 
 
 House beautiful : that's the pur- 
 ix)se and tlie effect of our furni- 
 ture. 
 
 We have secured such makes 
 that not only ornate home in an 
 attractive way, but to last ; and 
 yet with all' the finery, artistic 
 touches and finishes that charac- 
 terize even the cheapest article we 
 h.ive, the prices are within tlie 
 bounds of every modest purse 
 
 Take sideboards — An asf^ort- 
 ment that has no equal lor variety , 
 the carving, the polishing, the fin- 
 ishing aie of the highest type ; the 
 woods are the best seasoned, and 
 the constructions are as firm as 
 vi.ses. Our prices commence at 
 
 No. 968 
 
 Boy's Easter Suit 
 Best Here 
 
 There is good reason why so 
 many (larents pin their faith to our 
 selections of boys' suits. It's the 
 care with which the boy's needs 
 and preferences have been studied 
 — the precautions taken that every- 
 thing in the clothes shall be just 
 right. 
 
 When we give an order for boys' 
 suits, special men are put to work 
 on them, and our instructions are 
 followed to the letter. Result — 
 clothing that is sound in fabric, 
 perfect in fit, that will look well 
 and wear well — the best. 
 
 Boys' 2-pc. suits, in double- 
 breasted and Norfolk styles ; 
 trousers with double seat and 
 knees, others with two pairs of 
 trousers, #$. 
 
 Boys' 3-piece suits — coat, vest, 
 and knee pants — plain blues and 
 black, f 10 value, #7.50. 
 
 No. 969 
 
 Get Ahead 
 Of The Flies 
 
 It Is A Good Plan 
 
 To Get A Little Ahead Of The 
 Flies, 
 
 And Early Spring Bugs and In- 
 sects. 
 
 — the very best way is not to let 
 them i^et into the house and then 
 you will not be annoyed with them 
 or worried in trying to get them 
 out. 
 
 We pay particular attention to 
 Fly Screens for doors and win- 
 dows. 
 
 Our stock is ready, full and 
 Complete, all new, in the Base- 
 ment. 
 
 Window Screens from ioct075c. 
 
 Screen Doors at almost any 
 price. 
 
 No. 970 
 
 Do You Own Any 
 Coupon Bonds ? 
 
 If such bonds or the coupons 
 from same are lost or stolen, 
 and are sold to an innocent pur- 
 chaser, such holder has a good 
 title by possession, atd the loser 
 cannot recover. 
 
 A SAKE DEPOSIT BOX in 
 the Mangane.se Steel vault of 
 
 PIIT.SBIRG TRUST CO. 
 is a safe and convenient deposi- 
 tory for all securities. 
 
 J5.00 Per Annum and Up- 
 wards. 
 
 WE PAY INTERE.ST — 4 
 l>er cent, on Savings Deposits 
 and 2 per cent, on checking ac- 
 counts. Safely assured by capi- 
 tal, surplus and profits of 96,000,- 
 
 CK)f 1 . 00 . 
 
 Write for booklet 24. 
 
 No. 971 
 
 New Millinery 
 Creations 
 
 It is strange how these hats have 
 a distinct individuality and style 
 that other spring hats lack. 
 
 Not strange, either, when you 
 consider how closely we know 
 Paris and what her whims mean. 
 
 A radical change in fashions is 
 hard to get used to, because it is so 
 often misunderstood and carica- 
 tured in reproduction. But we 
 have heard enough praises of our 
 millinery this spring to turn the 
 head of every hat that's here. 
 
 Very smartest styles, ^10.00. 
 Can't match. 
 
 No. 973 
 
 Advance Wall 
 Paper Designs 
 
 As usual with us, the new wall 
 pafwrs are here early. We be- 
 lieve we can provide you with a 
 wider choice of belter and more 
 stylish papers than you can find 
 elsewhere, now or later. Our 
 stock is made up of all grades 
 from 
 
 FINEST TAPESTRIES, 
 CROWN HANGIN(;S, 
 APPLIQUE FRIEZES, 
 
 down to inexpensive yet neat and 
 serviceable patterns. F.ach was 
 carefully selected with a view of 
 showing something desirable fcjr 
 every purpose and at every price. 
 Bring in the size of your room 
 and LET US HELP YOU TO 
 SAVE ON WALL PAPER 
 THIS YEAR. 
 
 No, 973 
 
 A %\ Oil Heater 
 
 that will give out as much heat as 
 many of the stoves that sell forf 5, 
 |b and f 7, ought to have a special 
 attractiveness for this cold 
 weather. 
 
 There's sure to be many "spare- 
 room" emergencies that the 
 "Peach Oil Heater" will meet 
 most acceptably, and they sell for 
 only I4. 
 
 No. 974 
 
 35c for All-Wool, 
 50c. Voile 
 
 Not the stuff you'd expect to 
 get for 35c — not pully nor sleazy 
 in any way, but firm and tight with 
 sjiringiness that comes only when 
 tiie yarns are properly pre|>ared. 
 
 ?6 inches wide in the following 
 ors — cream, navy, brown, cas- 
 tor, champagne, tan, light green, 
 f;ray, reseda, pink, French blue, 
 ight blue and neliotrovie. 
 
 Anything missing? Can you do 
 as well elsewhere ? Tell us about 
 it. 
 
 No. 975 
 
 Credit of the 
 Right Sort 
 
 We'll sell you a Suit or an 
 Overcoat and credit you for it, 
 and besides we help you save, for 
 we'll accept payment a little at a 
 time weekly or monthly. We'll 
 trust you freely and willingly. 
 You'll li ^ .. ~iod attention as 
 anyone V.I 1 gei 1 here — you'll 
 be protec .U b" ne guaran- 
 
 tee, for eve- .'.ii „ that we sell 
 that fails to piease may be re- 
 turned and no questions asked. 
 
 No. 976 
 
 Cut Glass 
 and China 
 
 No. 977 
 
 Things always appreciated and 
 always needed, but not always to 
 be had at prices tlia; afford such an 
 exceptional op|xirtunity to prac- 
 tice economy as is represented at 
 this special sale. We direct your 
 attention to our display of rich 
 cut gla.ss. 
 
 Special prices on cut glass : 
 
 25c. fur handled sherbert 
 glasses. 
 
 35c. for water tumblers, full 
 size. 
 
 75c. for oil or vinegar cruets. 
 
 ^1.50 for footed cream bowls. 
 
 Special offers in dinner sets : 
 
 %^^ for ioo-pi.M:e lundsome por- 
 celain dinner sets. 
 
 fi2.w> for fine im[>orted Aus- 
 trian china dinner sets. 
 
 ^15 for loo-ptece French china 
 sets. 
 
 The Why of 
 Our $1.90 Hats 
 
 We do a large business the 
 year round. Our Hals have their 
 seasons — as in other stores. But 
 our Hats don't have to pay 
 twelve months' expenses for five 
 iiiouths' business. That's why 
 #5 quality costs but f 2.90 ; ^4 
 quality {2.40, and the {3 quality 
 fi.90. 
 
 CYCLOPEDIA OF RETAIL AND LOCAL ADVERTISEMENTS. 
 
 225 
 
 No. 978 
 
 Handsome 
 Neckpieces 
 
 Even the least expensive pieces 
 should be selected with care, for 
 "just that little touch" at the neck 
 either brings out good points or 
 accentuates bad ones, not only of 
 the eyes and hair and of the com- 
 plexion, but of the appearance of 
 your gown itself. 
 
 New Turnover Sets, in linen 
 and Swiss, Hardanger effects in 
 Reiser's makes, for 50c. 
 
 Tailor-made Stocks in a dozen 
 different styles, very stylish ef- 
 fects, for 50c. 
 
 No. 979 
 
 Lawn Mowers, 
 
 Garden Tools and 
 
 Other Helps 
 
 at Seed-Time 
 
 Gardening is the best Spring 
 exerci.se, and it brings its reward 
 all Summer. But the joy depends 
 a good deal on the implements. 
 Here are reliable kinds — garden 
 tools of every sort. You can put 
 full force in your work and they'll 
 stand it ; you can spare yourself 
 and they'll be efficient. 
 
 Seeds that will come up lustily. 
 Everything to help you, except 
 the rain and sun. Moderate in 
 price : 
 
 (Jarden Spades, 75c. and %\. 
 
 Garden Rakes, steel, 50c. to 
 65c.; malleable iron, 20c. to 30c. 
 
 Trowels, 5c. to 20c. 
 
 Garden Hoes, 35c. to soc. 
 
 Spading Forks, 90c. and $1. 
 
 Grass Catchers, 75c. to $i.jo. 
 
 Garden Ho.se, loc. to 20c. a foot. 
 
 Hose-Mending Outfit, 25c. 
 
 Wanamaker Lawn Mowers, 
 low-wheel, lo-in., at #2.50, up to 
 iS-in., at J3.50; high-wheel, 12- 
 in., at #4.75, up to 20-in., at )M>.75. 
 
 No. 980 
 
 " Every Day " 
 
 "The harvests of the world are 
 being reaped " every day " in 
 the year, and the wealth of all the 
 world is being dealt in " every 
 day " in the stock market. 
 
 There is wealth to lie gathered 
 "every day "bv those who take 
 ad\-antage of the market's ebb 
 and flow. 
 
 " Every day " I am ready to af- 
 ford you the best brokerage ser- 
 vices. 
 
 No. 981 
 
 Lillian Corsets 
 
 Some New Beauties. 
 
 Another group of Lillian debti- 
 iantes. The very latest models. 
 Outrivaling Lillian Corsets of 
 other years, as Lillian Corsets 
 outrival all others. 
 
 Made in France. F'or us alone. 
 
 Full of universal grace and 
 ease. Your dressmaker will ap- 
 preciate them. 
 
 At #6.50 — Gracefully modeled; 
 straight front; for slender and 
 medium figures. Of cool batiste, 
 with supporters in front; trimmed 
 with lace and ribbons. Sizes 18 
 to 24. 
 
 At ;?io — French coutil; design- 
 ed for the stout figure; durable. It 
 gracefully curves the hips and 
 shapes the form faultlessly. Sup- 
 porters front and sides. Sizes 20 
 to 36. 
 
 Expert fitters in attendance. 
 
 No. 983 
 
 Superior Stock 
 
 Satisfactory 
 
 Service 
 
 Upon these points we base our 
 claim for your patronage. Our 
 nurseries, now comprising about 
 zqo acres, are devoted exclusively 
 to hardy ornamental trees, shrubs 
 and perennials — no fruit trees or 
 tender plants. Our i n c r ea sed 
 planting for last spring aggregated 
 45 acres. Everything is healthy 
 and vigorous, showing a luxuriant 
 growth of the past sea.son. 
 
 F'acilities for shipping are the 
 best. Have the Pennsylvania R. 
 R. and Adams Express at our 
 door or can ship by the Philadel- 
 phia & Reading R. R. and United 
 States Express. The erection of 
 a new packing house has also 
 added materially to the value of 
 our service. Last, but not least, 
 is a complete stock of everything, 
 particularly seedlings and one and 
 two year-old shrubs. Oaks, of 
 course, we have by the hundreds 
 of thousands. 
 
 Now, is it not reasonable to 
 suppose that we can serve you to 
 your entire advantage and satis- 
 faction ? 
 
 Our new Fall Catalogue is free 
 for the asking. 
 
 No. 983 
 
 The Boys' 
 Summer Clothes 
 
 Not a bit too soon to pick the 
 choice plums that are here ready 
 for you now. 
 
 New materials and handsome. 
 
 If the boy gets his clothes here 
 — he gets them right. Stylishly 
 right, rignt in fit, and price right. 
 Could you ask more ? 
 
 Washable Suits in abundance. 
 
 Just these few : 
 
 Russian Blouse Suits, Eton, 
 military and new round collars ; 
 sizes for 3 to 7 years, at $1.35 to 
 ^S a suit. 
 
 Sailor Suits, with Eton collar, 
 sizes for 5 to 10 years ; with sailor 
 collar, sizes for 4 to 12 years ; at 
 $\ to f 5 a suit. 
 
 No. 984 
 
 The Time 
 for Planting 
 
 will soon be here again and with 
 it come the usual problems — what 
 to plant ; the merits of this tree or 
 shrub ; how to obtain this effect, 
 and many other questions equally 
 im()ortant. Let us assist you ! 
 We have half a century's experi- 
 ence in back of the solution. 
 Keep this, the primary principle 
 of success, ever before you : 
 
 In Planning for Planting let 
 Quality be Paramount. 
 
 A few words apropos — The only 
 satisfaction in buying inferior stock 
 is in the ihitiking, at the time, 
 that you have saveJ a few dolbirs 
 on the purchase. This is ephe- 
 meral. The erstwhile satisfaction 
 vanishes when results become 
 apparent, or rather fail to mate- 
 rialize as you were wont to have 
 them. The tree is sickly ; does 
 not thrive and is the source of dis- 
 pli-asure. Your only alternative 
 IS to replace it. By this time you 
 appreciate the value of quality and 
 buy a good stout tree — one that is 
 healthy and well-rooted. Every- 
 thing is s;itisfactory now, but think 
 of the exjiense, annoyance and 
 lost time that might have been 
 avoided by paying a trifle more at 
 the first for quality. Write for 
 our new list : " Young Orna- 
 mental Stock." 
 
 No. 98.1 
 
 For Young Men 
 
 We were greatly pleased last 
 week at the number of young 
 men from univers'ties, colleges 
 and high schools that made their 
 spring purchases in this section. 
 1 1 was evidence that the clothes 
 we sell liave a distinctive, exclu- 
 sive and smart look. 
 
 Young Men "s Suits — C best 
 measures from 32 to 36 inches, in 
 which small men can be fitted at 
 a great saving ; coats all cut long, 
 with long vent in center seam. 
 Four specials — $18.50, $15.00, 
 $12.50 and $10. 
 
 No. 986 
 
 Exhibit of 
 Summer Furniture 
 
 The great number of purchasers 
 who visited this picturesque dis- 
 play during the past week indi- 
 cates that very many are already 
 anticipating the pleasures of their 
 country homes and the out-door 
 recreations of a summer day in 
 the city. 
 
 Here and there amidst surround- 
 ings almost true to nature, are 
 firoupings of beautiful pieces for 
 iving rooms, bedrooms, dining 
 rooms, libraries, lavrns, verandas, 
 and for other cool and inviting 
 retreats in and around the summer 
 home. 
 
 A few of the specially priced 
 items: Rattan Couches, $5.00; 
 East India Arm Chairs, $4.50; 
 I^rge High Back Rockers, with 
 rattan seat and back, $3.75 ; Arm 
 Chairs to match, $3.50. 
 
 No. 987 
 
 Good News 
 For the Kitchen 
 
 Kitchen utensils that deserve to 
 be trusted. Safe, efficient, dur- 
 able, sanitary and well-favored. 
 
 That is the kind that receives 
 these low prices to-day : 
 
 Turquoise Blue Enamel Ware 
 White-lined 
 
 Saucepans, 4 qts , 38c, were 55c ; 
 6 ats.. 48c. were 68c. 
 
 Berlin Kettles, 3 qts., 2sc, were 
 38c. 
 
 Stewing Kettles, 8 qts., sSc, 
 were 82c. 
 
 Water Pitchers, i qt., 35c, were 
 50C. 
 
 Tea and Coffee Pots, 2 qts., 
 35c, were 50c. 
 
 No. 988 
 
 Navajo Blankets 
 
 Direct from the Indian reserva- 
 tion whose name they bear. 
 
 Elegant and handsome speci- 
 mens of native wool weaving. 
 
 And pieces that will last three 
 generations and more. 
 
 The sizes range from 3 x 4 ft. to 
 5 X 7J4. approximately. 
 
 From #8.50 to $100. 
 
 No. 989 
 
 Fountain Pens, $i 
 
 The Fountain Pen, which is 
 always much more convenient, 
 becomes a necessity in Summer- 
 time when people are going on 
 vacations or living in Summer 
 homes, where inkwells are always 
 empty. The "Never Fail" 
 Fountain Pen is giving satisfac- 
 tion to thousands of users, and 
 yet the price is only $1. 
 
 No. 990 
 
 Is the 
 
 Dress Coat Seedy ? 
 
 Has your Evening Coat or 
 Jacket lost its virgin bloom, is 
 the cloth no longer as black as a 
 raven's wing, do you dread to slip 
 into it because the sleeves are too 
 short, the shoulders too narrow, 
 the back all a-pucker? Here's 
 timely aid to needy wardrobes A 
 few, only a few, of this season's 
 Full Dress and Tuxedo Suits to- 
 day for $24.50 — they were $35. 
 
 Evening Clothes, you know, 
 must be sinless or they invite that 
 awful stigma — "hired." 
 
 These Evening Suits are im- 
 peccable in Fit and Style, correct 
 from rim to rim. 
 
 They're the very suits for the 
 hotel piazza or the Summer 
 "hop." $14.50. 
 
 No. 991 
 
 Hand-Embroider- 
 ed Waist Patterns 
 
 Pretty thin^, worth a dollar 
 more than their price. 
 
 From Belfast, Ireland. Hand- 
 embroidered — on fine linen. 
 
 The shipment was late : we ex- 
 pect another lot close on its heels. 
 That's the wherefore of these low 
 prices. 
 
 $3 75 and $4 each. 
 
 The $3 75 pattern contains i\i 
 yards of fine Handkerchief Linen, 
 34H>n. wide, embroidered frrmt 
 panel, collar and cuffs to match. 
 Neatly boxed. 
 
 The $4 pattern contains 2 yards 
 of extra fine Handkerchief Linen, 
 with embroidered front, and collar 
 and cuffs. 
 
 No. 992 
 
 Brass Desk Fur- 
 nishings For 
 Easter Gifts 
 
 Acceptable presents for any day 
 - but they come to mind especially 
 as a gift-time approaches. 
 
 Ideal gifts— handsome, artistic 
 and enduring 
 
 The prices are decidedly low : 
 
 Desk Pads, with ornamental 
 comers, at $<i, $7 50 and ?» ?o. 
 
 Inkstands, at $1.75, $3. 50, $4. 50, 
 $5, $6 and $12. 
 
 Letter Racks, at $3, $5, $6 and 
 $650. 
 
 Book Racks and Ends, at $6, 
 $6.50 and $9. 
 
 Hand Blotters, at $1.25, $1.50, 
 $2 and $3.50. 
 
 No. 993 
 
 Flowers & Foliage 
 
 BELOW THEIR WORTH 
 
 For trimming the Spring and 
 Summer hats. 
 
 Beautiful, life-like clusters and 
 wreaths, flowers and fruits. In 
 actual colors or the pastel shades 
 that Fashion, not nature. decrees. 
 
 But here is the |><>int : The 
 prices are lower for worth than 
 they have ever been, anywhere. 
 1"hese : 
 
 Wreaths of all kinds, including 
 roses, cherries and violets ; all 
 C'lors and a varieiy of styles of 
 branching. 35c to 65c. 
 
 Bunches of flowers: roses, 
 chrysanthemums and asters. 20c. 
 to 50c. 
 
 Foliage. 15c. to 20c a bunch. 
 
 ■ 
 
f . 
 
 
 •'I 
 
 226 
 
 No, 994 
 
 Dream Cream for 
 the Complexion 
 
 Every woman who is inter- 
 ested in the matter of her com- 
 plexion should be informed alxuit 
 the merits of this excellent 
 cream. It is prepared after tlie 
 formula of a very eminent speiial- 
 ist, and is carefully comjxiunded, 
 entirely by hand, from the purest. 
 daintiest, and must expensive in- 
 gredients. The action of the 
 cream is entirely inniKent, stinui- 
 latin^ the natural functions of the 
 skin m the most healtliful manner. 
 
 #1 (>tr jar. 
 
 50 cents i>er trial jar. 
 
 No. 995 
 
 Rugs — A Remark- 
 able Gathering 
 
 All the world wants rugs now- 
 adays. Rugs for full rooms, rugs 
 for halls, rugs for the filling of 
 odd corners around bigger rugs. 
 And so rvig manufacturing is a 
 great industry : and the gathering 
 of all the various worthy kinds a 
 large undertaking. 
 
 We (eel that we have been tiuite 
 successful. Will you look them 
 over. 
 
 (Kinds and prices.) 
 
 No. 996 
 
 Suits and 
 Overcoats, I25 
 
 This price is a fixture with 
 great numbers of our customers — 
 with busmess men esiwcially. 
 The sterling worth of every gar- 
 ment — the style, the workman- 
 ship and the naterials — has made 
 it so. The optK)rtunitics for se- 
 lection are the best offered in 
 Chicago at the price. 
 
 Single and double-breasted 
 Sack Suits of fine worsteds and 
 cassimeres, in the new grays, 
 broken checks and stri[)es, 525.CX1. 
 
 Paddock Overcoats of craven- 
 etted cloths, in black, gray and 
 tan shades, silk-lined, #25.00. 
 
 No. 997 
 
 Securities 
 Representing 
 1400,000,000 Were 
 Saved at Baltimore 
 
 By being in a safe deposit. Are 
 your securities in a safe place ? 
 
 No. 998 
 
 Unusual Beauty 
 in Handkerchiefs 
 
 A dainty, tasteful handkerchief 
 represents the personality of the 
 owner. 
 
 Here are new designs for spring 
 remarkable for beauty : 
 
 Women's All-Linen Handker- 
 chiefs, 25c. each — I.ace trimmed. 
 With colored embroidery. With 
 c o lor e d borders. Hem.stitched 
 and embroidered. l-nlaundercd 
 and hand-embroidered, with in- 
 itials. 
 
 Men's Silk and I.inen H.ind- 
 kerchiefs, 50c. each — Japanese 
 silk, solid colors. Silk and linen, 
 white with colored borders. 
 
 POWELL'S PRACTICAL ADVERTISER. 
 
 No. 999 
 
 Wide 
 
 Ombre Ribbons 
 
 AT 35c. A YARD. 
 
 The beautiful sh.ided ribbons 
 that have Fashion's attention 
 now. Kor hat trimmings and gir- 
 dles. 
 
 I n all the new and pretty color- 
 ings. 5Ji inches wide. At J5c. a 
 y.ird. Worth very much more, 
 as any woman will agree. 
 
 No. 1000 
 
 Ready-to-Wear 
 Hats, I1.75 to |io 
 
 All the newest and most popu- 
 lar shapes and colors of the sea- 
 son are represented in this fine 
 group of Ready-to-Wear Hats. 
 
 Oeat variety of straws and 
 trimmings is included. Here are 
 Napoleons, trimmed with silk 
 ribbon band. Roll-brim .Sailor 
 Hats and Turbans, trimmed in 
 our own workrooms. And that 
 alone insures an exclusive design. 
 
 Nu. loot 
 
 April the Month 
 of Showers 
 and Raincoats 
 
 With a light-weight coat over 
 your arm you may defy the vaga- 
 ries of April weather and run no 
 risk of having finery spoiled by a 
 sudden shower. Better have one 
 on hand to protect your Easter 
 frock. 
 
 Our 9.75 raincoat for women, 
 stylish model, of light-weight 
 cravenetted worsted cloth, in 
 gray, tan and olive. 
 
 For ia.50 there are long wo- 
 men's raincoats in tans and ox- 
 fords. Made in collarless style, 
 turn-back cuff. 
 
 No. 1003 
 
 Easter Toys 
 
 Pretty. Cute. Ornamental. 
 
 An attractive showing of Toys 
 for Easter-time are ready this 
 morning, including rabbits, 
 chickens, eggs, Easter bells, and 
 many other novelties. 
 
 A nice Easter gift that will give 
 the children much pleasure. 
 
 All sizes and styles. Endless 
 variety. Some : 
 
 Rabbits at loc, asc, 50c and #1. 
 
 Chickens, at sc, loc, asc, 50c 
 and^i. 
 
 Hens that lay eggs, at 50c. 
 
 China Eggs, at 5c and loc. 
 
 Roosters in Cage — open 
 door and he crows — at 250, 
 and $1. 
 
 the 
 
 Soc 
 
 No. 1003 
 
 Maple Bamboo 
 Furniture 
 
 We carry a very large assort- 
 ment of comfortable and durable 
 Maple Furniture, with turnings of 
 m.iple to represent Bamboo, with 
 very durable double cane seats 
 and backs. It is suitable for 
 either indmir or outdoor use, and 
 the prices range from 45c. to 
 $ib.oo. 
 
 No. 1(>04 
 
 Men's Silk Hats I5 
 
 B:ASTER PROMENADE. 
 
 For some months past we have 
 lain awake nights planning and 
 perfecting a Five-dollar Silk Hat 
 for this time — a silk hat that 
 would be worthy. And it's the 
 old story— a well-defined purpose 
 accomplished by unceasing, cu- 
 mulative work It won out. We 
 have the Silk Hat. 
 
 I'he quality is as good as any 
 we know at $6. 
 
 Irreproachable in style. As 
 g(Hid as any f6 silk hat made. It 
 will top off creditably the best 
 frock coat in the parade. 
 
 Will yours withstand the 
 bright sunlight and the Avenue's 
 critical .scrutiny? 
 
 These will. ^^5. 
 
 No. 1005 
 
 Phytalia 
 
 A Hair Tonic of most excep- 
 tional virtues. 
 
 It is made in our laboratory 
 we're certain of its purity, and 
 the virtues of the vegetable 
 properties of which it is com- 
 pounded. 
 
 Phytalia soothes and nourishes 
 the hair follicles. And that is 
 getting right down to the root of 
 the matter certainly. 
 
 Promotes— and then strength- 
 ens the growth of the hair. 
 
 Makes vigorous the circulation 
 of the blood in the scalp. 
 
 Cleanses the scalp of all 
 dandruff. 
 
 Half-pint, 45c. Pint, Sjc. 
 
 No. 1006 
 
 Women's Fancy 
 Summer Vests 
 
 Just heard an expert say that 
 he didn't see how we could sell 
 such fine, beaotiful vests at such 
 small prices. 
 
 Imported, light and cool. As 
 daintily trimmed as muslin under- 
 wear. Comfortable and well-fit- 
 ting. And sure to wear long. 
 
 Swiss ribbed. Low-neck, 
 sleeveless : 
 
 At 50c. each — White ribbed 
 lisle thread, lace or crochet-trim- 
 med. White, pink or sky blue 
 ribbed mercerized cotton, trimmed 
 with mercerized cotton crocheting. 
 
 No. lOO'T 
 
 Women's 
 Tailored Suits 
 
 $ti to f$o. 
 
 Between these prices lies the 
 test of a stock — the suits generally 
 in demand. 
 
 Test this stock of ours by any 
 standard — it will elevate the 
 standard. 
 
 It is here — between #21 and /so 
 —that we " tried ourselves . " All 
 the taste, skill, fashion-knowl- 
 edge, perfect tailoring at our com- 
 mand are expressed in this gath- 
 ering. 
 
 Voiles — Checked and striped 
 materials. 
 
 Drap d' Ete — Cloths of many 
 kinds. 
 
 All the brightest and newest 
 styles, materials and colors. 
 
 No matter what you expect you 
 will be surprised and gratified. 
 
 No. I008 
 
 Rose Bushes and 
 Seeds 
 
 Holland-Grown Rose Bushes, 
 on Manetti roots. 
 
 If you buy them at once, and 
 plant them at once — full grown 
 rosrs will adorn and make sweet 
 your June breakfast table. 
 
 Can the cost — and it's slight — 
 compare with the pleasure ? 
 
 At 15c. each; Two for 25c; 
 #1.25 a Dozen. 
 
 No. I009 
 
 Dinner Ware 
 Department 
 
 For those who desire to make 
 their F.aster gilt; both useful and 
 ornamental we offer for your 
 selection the largest sttKk of 
 Dinner Ware in the country. 
 Over 200 open stock patterns 
 from which you may select any 
 number of pieces you wished to 
 be matched at any time. 
 
 To those who wish to make 
 their selections for Spring fur- 
 nishings we are ready with every 
 requisite in Toilet Ware, Glass 
 Ware, Dinner Ware, Jardinieres, 
 etc., etc. 
 
 No. 1010 
 
 Lingerie Waists 
 
 Exclusive — Inexpensive. 
 
 No need of a magnet to make 
 that combination as attractive as 
 the waist themselves. 
 
 Charming blouses, in new 
 styles — most beautiful. Exclu- 
 sive models. Superbly made. 
 
 Prices that ought to be higher : 
 
 At #'.75 — Of mull or lawn; em- 
 broidered and trimmed with lace, 
 or with insertion and medallions. 
 
 At <i3.75 — <^)f mull or allover 
 embroidered lawn; trimmed with 
 lace insertion. 
 
 At 1^4.50 — Of handkerchief 
 linen; embroidered; tiny plaits; 
 seams joined with beading. 
 
 At #5 — Of mull; cluster plaits, 
 lace insertions and trimmings. 
 
 At #6.50— Of embroidered lawn ; 
 square yoke of lace insertion, 
 front and back. 
 
 No. 1011 
 
 Remember! 
 
 clothing without style is like a 
 violin without strings — minus its 
 soul. But even stvle in clothing 
 would count for little if quality 
 were wnmg. Everything wanted 
 in a suit of clothing you'll find in 
 one of our Suits to Order for 
 Jijoo. 
 
 Style, Workmanship and Qual- 
 itv. You can choose from Scotch 
 Mixtures, Cheviots, Cassimeres, 
 Worsteds and Serges. 
 
 Drop in and talk it over. 
 
 No. lots 
 
 Prudent People 
 
 Keen their valuables beyond the 
 reach of thieves, fires and floods. 
 I.ctus have the cusH>dy of yours 
 — you cannot ahvays guard them 
 — we can ; it is our special busi- 
 ness. Five Dollars a Year pays 
 for every safeguard that modem 
 skill has devised. 
 
 By Way of Introduction 3 
 
 What Advertising Has Accomplished 5 
 
 Types and Their Use 7 
 
 Enormous Strides in Type Founding, The 
 Emphasis of Typographical Effects, The 
 American Point System and Its Origin, A 
 Looic at Type Anatomy, Column Widths, 
 Meaning of Ems Pica, Cost of Straight Com- 
 position, Table of Estimates, Number of 
 Words per Square Inch Required to Fill 
 Space, How to Ascertain the Quantity of 
 Body Type Required, Price List of Type in 
 All Sizes, Table of Standard Sizes of News- 
 papers, etc. 
 
 Cyclopedia of Advertising and Printing 
 Technique 16 
 
 Classification of Advertising and Printing 
 Terms with detaDed explanation. 
 
 Cream of Type Specimens 20 
 
 A choice selection of the latest productions of 
 the leading American type foundries and 
 especially adapted to advertising. 
 
 Advertisement Construction in General ... 53 
 
 Winning Principles, Land Marks, What 
 Convinces, Two Classes of Readers, Confusion 
 of Many Things, Form and Symmetry, Laws 
 of Contrast in Attracting Attention, Impor- 
 tance of Frequent Paragraphs, Getting Mater- 
 ial, Why Competition Stimulates Trade, 
 How to Answer Your Competitor, Laying 
 Out the Ad., Proof Reading, etc. 
 
 Preparation of Retail and Local Adver- 
 tising 63 
 
 Original Wanamaker Advertising, Later De- 
 velopments, Models for Large and Small 
 Advertisers, Type and Border for Retail 
 Ads., Proper Display Heads, What to Talk 
 About in an Ad., Instructive Classified Ads., 
 Writing Local Puffs, Poor Ads. Re-arranged 
 and Re-written, Practical Suggestions, etc. 
 
 Introductions 80 
 
 An extensive reproduction of Models for 
 starting good Retail Ads. 
 
 Phrases and Expressions 85 
 
 Over 1000 selections which enable the "Ad. 
 Writer" to quickly grasp the right word or 
 phrase, when the brain is sluggish. The 
 greatest list ever thought of, with an appro- 
 priate line for all uses. 
 
 Management of Retail and Local Adver- 
 tising 95 
 
 Advertising as an Investment, Effect of 
 Large Space, What the Unchanged Ad. is 
 Worth, Honesty, Buying Bulk Space, 
 Making Bargains, Daily vs. Weekly Papers, 
 Weather Effects, Box for Suggestions, etc. 
 
 Special Drive Sales 98 
 
 For Every Month and Season, and a prac- 
 tical supplement to Management. The 
 White Sale, January Mark Down Sale, Feb- 
 ruary General Sales, Lincoln's Birthday 
 Special Sales, Washington's Birthday Special 
 Sales, Valentine's Day Sales, Sales for March, 
 St. Patrick's Day Specials, April Special Sales, 
 Easter Special Sales, The Sales of May, Deco- 
 ration Day Offerings, Fourth of July Boom, 
 Mid-Summer Advertising, August Furniture 
 Sale, Labor Day Preparations, Autumn Ad- 
 vertising, Hallowe'en Happenings, Thanks- 
 giving Offerings, Holiday Advertising. 
 
 Premiums For Catching Trade 104 
 
 A fitting supplement to Management, with hints 
 on increasing trade, Enticing schemes of benefit 
 to both buyer and seller, and Offerings in 
 connection with every line of business. 
 
 Preparation of General Advertisements. . .108 
 
 Definitions, Dangers, Argument, Dialogue 
 Style, Serial Advertisements, Name Display, 
 Borders and Special Designs, Originating 
 Illustrative Ideas, Use of Portraits, Famous 
 Old Ads., Pure Publicity Advertising a 
 Snare, Argument in Advertising, Practical 
 Suggestions, etc. 
 
 Management of General Advertising 118 
 
 Vital Factors, How to Start the Campaign, 
 Value of a Proprietary Name or Trade 
 Mark, Forcing a New Market by Local In- 
 troduction, Prices and Discounts, Salesman- 
 ship and Advertising, etc. 
 
 Mail Order Advertising 122 
 
 Magnitude of Mail Trading, General Prin- 
 ciples, Where Failure Results, Keyed Ads., 
 About Sample Copy Circulation,, Selling 
 Through Agents, Agents' Letters, Fake 
 Schemes, Literature Needed, Space Limit, etc. 
 
 Medical Advertising 127 
 
 Unsurpassed as a Money Maker, Increasing 
 Consumption of Remedies, Selection of Line, 
 How to Introduce Locally, Success of a 
 $500.00 Test, Value of Testimonials, One 
 Agent in a Place, Distribution of Samples, 
 Store Hangers, Cards and Window Display, 
 Scare vs. Proofs in Ads., Selling by Mail, 
 Securing Agents by Circular, etc. 
 
 Trade Publication Advertising 136 
 
 A Talk on the Planning of Ads. Intended to 
 Interest the Trade : Catchy Models, Im- 
 portance of Illustrating Selling Points, etc. 
 
 Mlscellaneous Advertising 140 
 
 Circulars and Leaflets, Blotters, Mailing 
 Cards, Window Cards and Dressing, Bill 
 Boards, Street Cards, House Organs, Novel- 
 ties in Advertising, etc. 
 
il 
 
 228 
 
 INDEX TO DEPARTMENTS. 
 
 Form Letter Writing 144 
 
 Distinction Between Form and Circular 
 Letters, Elements to Incorporate, Errors to 
 Avoid, Two Classes of Letters, The Neces- 
 sity of Replies, Examples, Criticisms, etc. 
 
 Card Index and Follow-up Systems 147 
 
 Principles Made Plain, Models and Repro- 
 ductions Explaining the Most Approved 
 Methods, The Tickler System, Sub-division 
 of Guides, Recording Inquiries, Follow-up 
 Literature, Arrangement of Card Blanks, 
 Book Record System, Showing Methods for 
 Recording Cost of Inquiries with Resulting 
 Sales, Daily Results from all Publications, 
 with page reproductions of the Monthly 
 Advertising Expenditure Book, Index and 
 Total Result Book, Monthly Book for ■ 
 Daily Results, etc. 
 
 Booklet and Catalog Advertising 153 
 
 Characteristic Differences between Booklets, 
 Catalogs and Primers, and their special 
 duties. Examples for Study, Worrhlessness 
 of Commonplace Effects, Virtue of Original 
 Brevity, Follow-up Requirements, etc. 
 
 165 
 
 Mediums, Their Use and Rates 
 
 Local Papers, National Publications, Adver- 
 tising Rates of Leading National Publications, 
 etc. 
 
 Drawings and Engravings 167 
 
 Effect of Illustrations, A Drawing or Pho- 
 tograph the first necessity. Pen and Ink 
 Drawings in Outline, Shade, Silhouette, 
 Spatter, Crayon, Ross Paper Effects, etc., 
 for Zinc Etchings; Brush and Wash Draw- 
 ings and Photographs for Half Tones; Pencil 
 Sketches and Cost of Drawings and En- 
 gravings. 
 
 Cyclopedia of Retail and Local Advertise- 
 ments 169 
 
 Over 1000 Selections for every-dav use for 
 all leading Imes. Note that the articles them- 
 selves are classified under their proper de- 
 partments. For example. Neckwear comes 
 under Men's Furnishings, Strawberries under 
 Groceries, etc. A study of the various de- 
 partments is therefore advisable. 
 
 CLASSIFICATION OF LOCAL AND RETAIL ADVERTISEMENTS. 
 
 CLOTHING. 
 
 26, 28, 29, 
 
 17, 18, 20, 23, 
 35, 37, 38, 39, 
 
 BARBER. 257. 
 
 BATHING SUITS. 14,65,75,678. 
 
 BATH ROBES. 54, 91, 34L 693. 
 
 BOOKS AND STATIONERY. 198, 223, 260, 283, 352, 
 457, 508, 677, 688, 820, 821, 862, 871, 957, 962, 989. 
 
 BOWLING. 259, 842. 
 
 BREAD AND CAKE. 196,200,210,265,416,452,509, 
 730. 
 
 CARPETS AND RUGS. 179,214,405,566,698,868, 
 885, 893, 995. 
 
 CEMETERY. 378. 
 
 CHINA AND GLASSWARE. 134,213,275,321,425, 
 535, 539, 641, 767, 816, 849, 866, 961, 976, 1009. 
 
 CIGARS. 126, 127, 557, 648, 783, 897, 946. 
 CLOCKS. 150, 271. 
 
 1, 12, 13, 15, 16, 
 30, 31, 32, 33, 34, 
 44, 46, 46, 47, 48, 49, 
 62, 63, &4, 65, 66, 67, 
 79, 80, 81, 83, 84, 
 96, 98, 99, 101, 103, 104, 105, 106, 109, 
 112, 115, 131, 136, 138, 146, 146, 147, 158, 164, 170, 184, 
 190, 191, 192, 193, 194, 211, 215, 219, 236, 239, 240, 242, 
 254, 285, 293, 807, 308, 332, 361, 362, 363, 387, 408, 411, 
 413, 464, 472, 473, 475, 488, 490, 556, 560, 575, 577, 587, 
 605, 606, 616, 650, 665, 673, 675, 683, 694, 707, 711, 722, 
 733, 754, 770, 777, 784, 806, 809, 811, 825, 828, 837, 858, 
 872, 913, 949, 968, 983, 985, 990, 996. 
 COAL. 279, 336, 412, 548, 590, &42, 690, 725, 887. 
 
 CONFECTIONERY AND FRUIT. 228, 277, 289, 348, 
 455, 507, 516, 581, 631, 663, 769, 790, 803, 860, 911, 927. 
 CREDIT. 245, 660, 765, 838, 975. 
 
 CUTLERY. 227, 338, 367, 392, 432, 491. 
 
 DELICATESSEN. 342, 520. 
 
 DENTISTRY. 156, 165, 255, 423, 446. 
 
 DOLLS AND TOYS. 274, 278, 349, 872, 374, 782, 1002. 
 
 40, 
 53, 
 72, 
 93, 
 
 41, 
 55, 
 73, 
 94, 
 
 42, 
 58, 
 74, 
 95, 
 
 50, 
 69, 
 86, 90, 
 
 51, 52, 
 70, 71. 
 91, 92. 
 
 DEPARTMENT STORE. 130, 189, 23L 246, 251, 
 
 269, 281, 2M, 290, 291, 297, 299, 303, 305, 306, 
 
 810, 815, 316, 319, 326, 329, 330, 373, 375, 381, 
 
 882, 386, 401, 406, 415, 417, 418, 419, 420, 430, 
 
 435, 447, 449, 451, 468, 469, 471, 473, 476, 477, 
 
 482, 485, 486, 489, 492, 498, 514, 517, 524, 527, 
 
 537, 547, 550, 561, 564, 567, 569, 571, 578, 580, 
 
 584, 695, 600, 623, 634, 637, 678, 686, 700, 720, 
 
 724, 734, 739, 740, 743, 750, 751, 758, 779, 787, 
 
 788, 789, 793, 807, 810, 812, 848, 850, 852, 857, 
 
 865, 873, 879, 881, 902, 903, 906, 907, 910, 920, 
 
 928, 929, 939, 941, 952, 955, 956, 974, 978, 981, 
 
 991, 999, 1001, 1006, 1007, 1010. 
 
 DRUGS. 121, 153, 160, 166, 203, 212, 220, 311, 338, 351, 
 438, 442, 443,533, 549,669,586,596,615,640,712,726, 
 795, 800, 826, 994, 1005. 
 
 DYEING AND CLEANING. 154, 282, 370, 657, 798. 
 
 EDUCATIONAL. 518, 884. 
 
 FINANCIAL. 137, 142, 143, 169, 182, 252, 276, 295, 358, 
 
 366, 380, 385, 390, 394, 395, 399, 403, 410, 429, 440, 463, 
 
 478, 484, 528, 568, 576, 603, 611, 645, 652, 656, 679, 689, 
 
 696, 713, 736, 744, 766, 771, 805, 841, 875, 895, 925, 980. 
 
 FISH. 149, 202, 262, 368, 638, 851. 
 
 FLOWERS AND PLANTS. 270. 348. 466, 566, 582, 680, 
 804, 818, 982, 984, 993, 1008. 
 
 FURNITURE. 124, 136, 171. 238, 267, 280, 309, 
 
 318, 322, 833, 344, 345, 405, 461, 462, 480, 658, 
 
 708, 732, 745, 755, 757, 855, 861, 867, 877, 878, 
 
 892, 894, 899. 908. 947. 966, 967, 986, 1003. 
 
 FURS. 221, 225, 286, 335, 503, 659, 731, 774, 930. 
 
 GAS AND ELECTRIC. 230, 244, 638, 651, 718, 768. 
 
 GAS RANGES. 139, 545, 610, fr47, 727, 786. 
 
 GLOVES. 77, 82, 84. 89, 132. 2»4, 483, 487, 568, 592. 
 
 802, 863, 926. 
 GRAIN AND HAY. 161, 760. 
 GROCERIES. 119, 207, 216, 266, 339, 400. 606. 622, 528, 
 
 531, 538, 563, 889, 909, 934. 959, 964, 966. 
 
 INDEX TO DEPARTMENTS. 
 
 229 
 
 HANDKERCHIEFS. 7, 9, 42, 77,125,218,355,419, 
 706, 737, 898, 923, 998. 
 
 HARDWARE. 206, 209, 268, 313, 327, 328, 353, 360, 364, 
 
 398, 414, 444, 479, 495, 496, 497, 499, 525, 536, 633, 635, 
 
 653, 669, 691, 719, 728, 730, 7^, 817, 819, 822, 833, 836, 
 916, 917, 924, 969. 979, 987. 
 
 HATS. 8, 4, 8, 10, 12, 18, 28, 29, 33, 
 
 38, 42, 43, 46, 51, 52, 60, 61, 62, 65, 
 
 66, 67, 76, 80, 82, 87, 88, 89, 90, 97, 
 
 99, 109, 110, 111, 114, 116, 116, 136, 138, 147, 
 
 162, 193, 222, 226, 317, 324, 424, 572, 673, 597, 
 
 636, 654, 668, 674, 738, 776. 808. 824. 912, 931, 
 
 933, 977, 1004. 
 
 HEATERS AND RANGES. 117, 140, 151, 175, 186, 
 
 360, 369, 879, 427, 470, 545, 827, 835, 846 ^ 963, 973. 
 
 HOSIERY. 4, 9, 58, 77, 122, 188, 292, 812, 314, 436, 
 644, &43. 901. 
 
 HOTELS. 797. 
 
 HOUSE COATS AND DRESSING GOWNS. 
 W, 84, 91. 
 
 INSURANCE. 511, 616, 555, 591, 619, 768, 775. 832, 845, 
 936, 942. 
 
 LAMPS. 185, 253, 747, 891. 
 
 LAUNDRY. 168, 232, 288, 553, 830. 
 
 LEATHER GOODS. 25, 71, 84, 89, 365, 465, 546, 
 613, 686, 701, 723, 753, 759, 780, 904. 
 
 LIQUORS. 128, 354, 629, 632, 741, 823, 953. 
 
 LIVERY STABLES. 118, 742, 772, 886. 
 
 LUMBER. 42L 
 
 MACHINERY. 551, 574. 
 
 MEATS. 162, 339, 794, 914. 
 
 MEN'S FURNISHINGS. 1. 
 
 80, 33, 36, 38, 42, 46, 
 
 75, 76, 77, 78, 79, 80, 
 
 99, 104, 106, 107, 112, 138, 146, 146, 147, 180, 193, 217, 
 229, 312, 384, 404, 428, 467, 494, 619, 629, 620, 671, 6&4, 
 880, 916. 
 
 MILK AND CREAM. 609, 859. 
 MILLINERY. 296, 433, 500, 602, 510, 562, 676, 681, 
 
 697, 710, 714, 791, 813, 854, 905, 936, 951, 958, 960, 971, 
 1000. 
 
 MISCELLANEOUS. 144, 237, 287, 804, 331, 369, 893, 
 409, 439, 474, 504, 606, 521, 526, 618, 626, 708, 721, 787, 
 749, 752, 815, 900, 918, 921, 943, 988, 992. 
 
 MONUMENTS. 630. 
 
 177, 347, 585, 661, 672. 831, 870, 
 
 129,377, 
 
 2, 5, 6, 11, 25, 29, 
 57, 62, 65, 66, 68, 71, 
 81, 82, 85, 89, 90, 91, 
 
 OPTICAL GOODS. 
 882. 
 
 PAINTING AND PAPER HANGING. 
 540, 612, 614, 628; 792, 801, 972. 
 
 PHOTOGRAPHS AND PHOTOGRAPHIC SUP- 
 PLIES. 334, 357, 543, 656, 695, 704, 888. 
 
 PIANOS. 172, 224, 263, 622. 
 
 PICTURES AND FRAMES. 298, 302, 340, 356, 391, 
 426, 634, 588, 762, 864, 938. 
 
 PLUMBING. 159, 644. 
 
 PRINTING AND ENGRAVING. 448, 748, 814. 
 REAL ESTATE. 120, 123, 141, 181, 250, 325, 371, 396, 
 
 402, 407, 453, 464, 456, 458, 460, 501, 542, 601, 604, 007, 
 
 621, 709, 717, 773. 
 
 RECORDS. 173. 
 
 REPAIRING. 241, 248, 383, 388, 397, 450, 481. 493, 530, 
 
 874. 
 
 RESTAURANTS. 174, 243, 272, 323, 389, 422, 641, 589, 
 599, 608, 716, 932. 
 
 ROOFINGS. 876. 
 
 RUBBER GOODS. 69, 199, 837, 602, 626, 919. 
 
 SAFE DEPOSIT VAULTS. 679, 667, 970, 997, 1012. 
 
 SHOES. 4, 12, 17, 18, 19, 21, 22, 24, 27, 83, 
 
 37, 38, 44, 46, 48, 61, 52. 56, 67, 65, 75, 80, 
 
 90, 102, 108, 113, 115, 133, 136. 165. 178, 193, 197, 201, 
 
 2(Vi, 247, 249, 261, 264, 266, 300, 320, 437, 570, 694, 624, 
 
 662, 670, 682, 685, 702, 761, 890, 896, 950, 954 
 
 SIDEWALKS. 687. 
 
 SLEIGHS. 235. 
 
 SPORTING GOODS. 66, 233, 666, 735, 799. 
 
 STEAMER RUGS. 84. 
 
 TAILORING. 183, 532, 664, 834, 847, 856, 869, 922, 1011. 
 
 TELEPHONE. 163, 698, 646, 692, 716, 756. 
 
 THERMOMETERS. 195, &19, 796. 
 
 UMBRELLAS. 42, 72, 84, 940. 
 
 UNDERTAKING. 176. 
 
 UNDERWEAR. 9, 14, 18, 58, 77, 100, 206, 208, 512, ft44. 
 
 UPHOLSTERY. 333, 405, 445, 459, 530, 552, 583, 617, 
 639, 643, 746, 829, &10. 883, 944. 
 
 VEGETABLES. 148, 627, 839, 937. 
 
 WAGONS. 157, 273. 
 
 WATCHES AND JEWELRY. 187, 258, 294, 301, »16, 
 376, 381, 4^, 441, 513, 554, 593, 781, 785. 
 
 
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