The Daily Herald (Weatherford, Tex.), Vol. 21, No. 65, Ed. 1 Friday, March 26, 1920 Page: 2 of 4
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paper ads than any other way.
The merchant rwbo is not using
them is missing a big opportunity.
“Co-operation not cut-throat com-
petition is the key-note of today’s
business," declared Mr. Brepnan, and
he showed further on in his address
how the wholesaler and the banker
are bofh partners of the retail mer-
chant. In these1 days. He showed
how'' by proper -organization of a
store the burden of the business
can be shared by 611 the help and
the owner so that all the weight
need not bear down on the one mind
which should he most Jiyee of care
—namely the owner’s
“TROUBLES OF A . MERCHANT” IS
SHOWN IN CONNECTION
BY MR. BRENNAN
Capital and Surplus $180,
Stockholders Legal Liability . . . $150,
TOTAL..... $330.
Jackson
MILLS
Silk Hose
We have resolved to merit the distinction of afford
promptest and most pleasant persona* service p
Try ns. • ■. > t . *
See us before you sell your bonds.
Weatherford's Oldest Bank, The Citizens' National.
He empha-
sized at the outset the fact that in >
1918 iiwthe United States 163.019,979 j
had been lost through store failures I
6494 stores being involved including
as tlie principal business 593 gen-
eral stores, 1969 grocery stores. 654
clothing and furnishing stores, 296
and 152 hard-
« A Complete Line lust
Received
No. 4902, silk lace, ribbed.................$2.50
No, 356, black and cordovan, clocked,.... 3.75
No. 6802, black fancy Silk, slocked--------- 3.50
No. 1975, black, white clocked...... ..... 4.00
No. 349, plain black thread silk..... ..... 4.00
No. 5675, embroidered front . ...... .... 4.00
No. 5005, tflaek thread silk .. 4.00
No. 374, pure thread lace stripe ..... 6.00
No. 3826, black silk lace...... ........... 7.50
Company. Accompany ing_ the lec-
ture was “The Troubles of a Mer-
chant,” a moving picture showing
how the man who “guesses” about
the various processes of his busi-
ness is almost certain to be more
or less of a failure and sure to be
the first to go to the wall in time
of stress.
The lecture and picture were ar-
ranged by The Chamber of Com:
merce of Weatherford. It covered
methods of advertising, salesmanship
and many of the other, points of the
best modern business practice, and
has been the subject of much fav-
orable comment.
Speaking of advertising. Mr. Bren-
nan said, that newspaper advertising
was the most effective and cheapest
form of which the merchant couid
take advantage. ’
"Advertising is simply a way of
telling possible purchasers about the
goods you have for sale. To be easy ]
to understand, an ad must be made:
oi simple words, short sentences, I
lew ideas. Big words and involved {
sentences will not he read. The I
purchasing public does not care how
simply
DELEGATES NAMED FOR
GOOD ROADS MEE
dry gopls businesses,
i ware stores. Little leaks for the
I irlost part had sunk them all, and the
I hundreds of other businesses which
had failed alsb.
“Price cutting,” said Mr. Brennan,
“is a principal cause of failures. Let-
ting your competitor make th«C price
is poor business. . Credit is import-
ant. Credit is as important as cap-
ital in doing business. Good busi-
ness methods are essential to credit.
He urged more attention, however,
to window display, declaring that
the more goods shown in that way |
in an attractive manner, the larger j
the sales which would be made. J
"Make the display simple,” he said, {gw
"use colors and arrangement to call! hand, he guesses which of his
attention to the article you wish-are honest, he guesses about hie
member the motto today which is Associated' Press - ]
making many merchants millions Austin, Mareh 26.—Governor Ho»-
‘The customer is always right— by named delegates, from Texas
please him.” to the United States Good Roads
Speaking of the credit business, convention whicty is to be held at
Mr. Brennan urged his hearers to Little Rock, April 12 to 17.
guard against the extension of credit The delegates foMow:
unwisely and forgetting to charge V. A. Haynie, C.,' McWhirter, .
for sales. W. Pritchett. Ed Ware, Jr., nil of
"The difference between the up- Kemp; Hugh Priddy and J. Roy Har-
to-date and the out-of-date merchant" din, Kaufman; Albeit Knowles, Jlba;
Mr. Brennan said In closing, “is that George Genry, W. - R. Crane, Will
the up-to-date merechnnt knows all [ Rhodes, Gossett; N. R. Myrick, Sea-
about his business and the out-Of- |g°vlll*; H. L. Gambi’e, Mark Parnell,
date .merchant Only guesses. HejW. B. Vance, Scttrry; B. F. Williams,
lesses what stock he has on; Rosser; Walter Tynes, Billie Harris,
clerks I Charley Jones, John Pate,- J. L. Wren,
___Mabank; L O. Phoenix and E. 'it.
abont the King, Terrell; Albert Watkins. 4fch-
onsequent- A. P. Jones and Fred Paopm,
No. 560, true shape lisle hose in black, white, cor-
dovan, grey and field mouse, special Values $1.00
Our stock of Men’s Half Hose is very complete
Lisle, 25c, 50c and 75c.
New f&tterosin silk, $1, $1.25, $2.50.
LET US SHOW; YOU
well educated
wants to know what you have to
sell, its quality and its price.
"For many people to read it, an
ad must be set' in plain type and j
must be uncrowded and uncohfused
by needeless cuts, borders and orna-
I inents. If an ad tells of but one
|line of goods, it may. catch the eye.
but if it is crowded with many ideas
the chances are it will not be read.
It is not the number of articles you
j advertise that counts, but ihe nuni-
I ber of persons who come into your
j store to buy the goods you adver-
tise. I do not mean that if you have
a large spacev you should use it to
tell of one article. A half-page or ,
a page ad is really a collection of ,
smaller ads, to each of which the ,
principle stated should apply. ' Each
should tell of but one line of goods,
i “Curly-cuetf in type and elaborately
| desigiied borders are not desirable,
! Use simple type and plain borders.
In order to respond to an ad, people
must, be able to read it easily, be
able to understand it easily, and re-
ceive a firm impression easily, favor-
able and definite.-
“Your advertisement should take
the reader over the “five steps of
I selling; Attention, interest, desire,
j confidence, action. Some people
sometimes, only glance at ads. II
the headings are schemed to make
a complete .impression, the ad gets
I both the glancers and the readers.
ions must be suited to the
State Tubercular Conference. Austin, iexas, March 26.--QM|-of
Associated Press I the main features Of the word:of
| Anst in, March, 26.—The South- j the fire prevention division of She
j western Tuberculosis conference willJ state fire insurance commission, sae-
jbe held in Fort Worth, September 31, Cording to a, recent announcement.
THE DAILY HERALD
tile price actually obtained coincided |
with the- bulk line, the farmers re-
ceiving about 29c for the product.
The farms on w.hich the expert-1
ment was conducted are located in!
Alabamt), Georgia, South 'ari’ir.a
and .Texas.
The net cost of production, it will'
be efound ranged from 90c to. $1.07 a
pound, only three farms, totaling
thirty-five acres, producing at the
minimum cost, twenty-two showing i
less than 14c, while more than fif-
ty raqged from 50c to $1.07.
"The more generally lartners study :
their costs and adjust their produc-1
tion on the basis of costs and prices |
the more readily will economic fore- i
es operate to maintain production
on profitable basis,” the depart-
ment states. “The government used
the |‘bulk line’ during the war for
price' fixing industries other than
every day except Sunday by
TM« HERALD PUBLISHING CO.
121 York Avenue
A»N*r*vJ at the Postoffice at Weather-
fort!. Texas. W second-class matter.
Telephones
«oath western 350. independent 280-B
FRIDAY, MARCH 2«, 1920
ITY ANNOUNCEM ENTS.
XTYY T . A XT rttrlTV'K’
BASED ON “BULK LINE” COST OF
20 CENTS, 06 PER CENT OF
FARMS MADE MONEY.
j Illustrate
j subject—they could cover on the
I ideas ■ of the text. Desire must be
I stimulated by attractive details, but
| it is mostly aroused by pictures. Va-
j riety is one of the best means of
| keeping interest in your ads. Change
j your offerings.
“As a general rule, it is well to
give prices in your ads. If you dq
not give them, the reader may as-
sume that the price is high. If you
are advertising high-grade goods,
place the emphasis on the quality
and mention the price in an inciden-
tal way.
"Be absolutely honest in your ad-
vertising. You may as a leader,
occasionally sell goods "below cost,”
but don’t overdo the below-cost sale.
Everybody knows business cannot be
conducted on that basis.
“Keep your advertising ahead of
your business, not behind it. Make ft
Associated Press
ashingtQD, March 25.—Investiga-
s just concluded by the policy
arm management of the Uepart-
I of Agriculture shows that a
K based bn a "bulk line” cost
fc per pound lint, 86 per cent of
B|ton grown in 1918 on 842
■from which cost figure:; w.ct^
■Mt would have produced a pro.
S^B-six per cent of the lartus
■■Mb would have made money,
^^Rment says. At a price bas-
on flHf average cost of produc-
wfiHL the department figured
|pjdH|ound only 351 of the 842
ers, or 41.7 per cent.would
profit, it was said.
HjH^Kne,’’ it was explained,
gjr jlHjfflitet on a scale oF^oosts
jifSpMib-'price of a commodity
. hang tf-fN'adequate number of
icers'^^'to be kept in the bus
of the 1918 crop |
Another Indictnlent of Kaiser.
Geneva, March 26.—Former Em-
peror William withdrew 250,000 Swiss
francs here and is said to have trans-
ferred the money to Berlin just be-
fore the reactionary revolt. The
mark is quoted at 10 centimes and
the sum represents a fortune in Ger-
many. j
Towns along the Swiss-German
frontier are calm, but railroad and
telegraph conditions are chaotic and
food is 'growing scarcer in Southern
Germany. Many wealth y German
families alter much trouble in se-
curing passports, are crossing the
The Notable New Six
It’s the Cleveland Six. Not really new, either, for the factory
began deliveries last Summer and since then the Cleveland has gone
out over the country into the hands of thousands of owners. And
these owners say they are delighted with iU There is every good
I reason why they should be delighted with it. For the Cleveland
Six is really an extraordinary car.
We cannot tell you how good the the low underslung spring construe*
Cleveland Six is. You must ride in tion and the wide soft seat cushions,
it and drive it to know. you ^ amaze<j at the ease of
This experience will convince you handling yourCleveland, how lightly
of the power and pick-up and speed it steers and shifts, and at the
and flexibility of this exclusive Cleve- positive action of its brakes,
land-built motor. There isn’t any other light car
It will convince you of the comfort that will give you so much of all
of the car, contributed to so much by that you wish, and at such a fair price.
Come let us show you what a car
—, the Cleveland is ? '
Touring Car (Five Passengers) $1385 Roadster (Three PassniiUnra) $1385
Sedan (Five Passengers) $2195 Coupe (Four Passengers) $2198
(All Price* P. O. B. Fectorr)
B. N. LEVERETT & SONS, Dealers
Phone 200 Weatherford. Texas
ection of Wool Rugs in the city
[y $23.85. '
f the Genuine Gienely Grass
^.patterns, and the Gold' Seal
Rugs in i
Congolei
Jete line of medium prioed
A visit to i
[re will be appreciated
CLEVELAND AUTOMOBILE CO., CLEVELAND
toelmcun
g of Y. IVi. B. L.
itch ua grow
rnmm
Monday
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The Daily Herald (Weatherford, Tex.), Vol. 21, No. 65, Ed. 1 Friday, March 26, 1920, newspaper, March 26, 1920; Weatherford, Texas. (https://texashistory.unt.edu/ark:/67531/metapth657444/m1/2/: accessed July 4, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu.; .