Show BOUT ABOUT ADVERTISING ADVERTISING NO 5 8 The T Tailor Who Wh P Pidd id Too Much t By Herbert Kaufman I was buying a cigar last week when a man maD dropped into the shop and after making a purchase purchase pur pur- chase told the proprietor that he had started a clothes sho shop around the corner and quoted him prices with the assurance of best garments and terms After he left the cigar man turned to to tome me and tal said Baid d I Enterprising fellow that hell he'll get along But he wont won't I I. I replied and furthermore Ill I'll wager y you U that he hasn't the sort of clothes clothe shop that will enable him to What made you think that queried theman the theman theman man behind the counter a His His ideas wrong I are arc wrong explained hes relying re re- lying upon word of mouth pub publicity to build up his business and he cant can't interview enough individuals indi indi- to compete with a merchant who has hal sense enough to say the same things he told you to a hundred thousand men while he is telling telline it to one Besides his method of advertising ing is to tot to tx expensive I Suppose he sees a hundred persons person every day clay ot of all he ne he is is robbing his nis business of its necessary direction and besides he is spend ing 1112 too much to reach every man he solicits What makes you say that Well as the proprietor of a clothes shop his own time is valuable that so I am very conservative conservative conserva conserva- tive in my estimate when I put the cost of his soliciting at five cents a head Now if he were really able and clever he would discover that he can talk to hundreds of thousands of people at a tenth of a cent per indi indi- vidual There is not a newspaper in Chicago I I the advertising ra rate e of which is is per thousand thousand thousand and circulation for fora a space big enough in which to display what he said to you It I leI never looked at it that way said the a Cat aIt's Its It's only the man who hasn't looked at it that way who hesitates for an instant over ver the advisability advisability advis advis- ability and profitableness of newspaper publicity Newspaper advertising is the cheapest channel chan nel of communication vcr established by man maD A thousand letters with one-cent one stamps will easily cost fifteen dollars and not one envelope in ten will be opened because the very postage isan isan is ig igan an invitation to to the wastebasket If there were anything cheaper rest assured that the greatest merchants in America would not spend individual sums ranging up to half a million mum mil lion dollars dol a year and over in this form of attracting attracting attract attract- ing inE trade Copyright ltd b by Tribune Company No 4 will be published Monday Our ur Basement salesroom has been ben ole ele- le I I I gently refitted for easy shopping The mono money wavers eavers aro are keeping our clerks busy DA DAIS DA IS SHOE CO i 1 Auerbach's Saturday Economy Sales fi o UL Such an abundance o of exceptional bargains wall II crowd this store with buyers On Oi each Item the SSie saw n s are unusually un nn- u usually attractive and aid they cannot carnot fan to o bin a o 01 CUStomers READ CAREFULLY Y c L SATURDAY 1864 SATURDAY G. G D. D Corsets on Oil sale Fancy hose Hoso at at- at ic Values at Ladles Ladles' coutU tOe lOc corsets In tho the G GD G 0 D perfect fitting long or medium me me- F 11 clastic hose hone hoseD shapes shape supporters and or drab drub nil all lI sizes On Supporters Support best 15 corsets ers rS I In hi black a. a and andor d In the tho colors market gOO good e Saturday sale price value on sale Saturday at at- at ONE ON TO tL NEVER NEVE R UNDERSOLD UNDE LD tOe lOc r L' L SATURDAY SATURDAY I SATURDAY I SATURDAY iSe Ruffled White Swiss Curtains Red Reil All Wool Blankets Fringed White Bed Spreads White Cotton Battin Cr Plain and dotted B A Aa 4 11 Batting a pair pur gf at size a 83 98 With cut cut corners extra extra 12 oz Rolls pair large at each ench Be size sire n a roll SATURDAY SPECIAL IAL SATURDAY ONLY I IN N J OUR SATURDAY White While Cotton D Dress ress G Goods 00 d s D iOe Sheet Sheet ep I Twilled Red RedAll Inch 56 heavy Mohair All An Y Wool in black cream brown blue cardinal Blankets Tho The grade grado Special Saturday only a yard green garnet camet etc Flannel il anne I 11 4 sIze extra heavy heRY at at a 3 pair pair pair- SATURDAY SATURDAY ECONOMY SALES IN INTHE SATURDAY extra h heavy eavy at a a. Toilet Soaps THE CLOAK O DEPARTMENT yard yard yard- Childrens Children's S Ladies Ladies' I 3 Bars Fleeced lie 11 lie I Coats C oatS 2 19 SATURDAY for lOc tOe Cotton Hose i t 17 Children Childrens L Cloth and bearskin 1 GOc Kirks Kirk's Georgia Snowberry Pine coats in in a variety ar of materials material and Tar i styles tyles Bearskin coats for children C CT VALUE ON SATURDAY Shrink Non T on- on SJ k Witch erine Hazel Palm Gly- Gly and up up to 6 years Cloth for children hildren up SALE AT Oatmeal Soap and 3 to 14 I years Positively worth able White Auerbach's Special Saturday S a t ur d ay tb they'll cy Jl go o CO I Q Toilet Soaps all on at 2 19 Ladles extra t Japanese J salo sale at I he heavy hea v ne fleeced ced fast tast German GernIan Flannel Three Tree II ii d r 5 5 and an u d 6 V Chinless Chin Chin- II black l less ss Cotton plain seam spam- Hose Table Linen Tho The Flannel b best st m mode Infants Infants' de at at b bars ars f for or rens ren's reo S' S S Coats C 08 t S 2 85 sale alo h all best st sizes Saturday grade In at at- at the on 6 65 dice Inches checks k wide at I In Indice inThe a a yard yard yard- I Childrens Children's coats of handsome cloth in yard yard yard- arda plain colors and anti mixtures also some ome 6 bearskin in colors and white Bearskins Bearskins Bear G 1 tOe of skins up UPp to 6 years ar cloth up to 14 12 1 2 56 6 Jl years vears Positively worth o go toJ and C O Saturday they'll Co goat at i I. I SATURDAY SATURDAY ECONOMIES IN SATURDAY Saturday Night 7 to 9 Mens Men's Furnishings NIGHT FROM k H HOSIERY 0 S I E R Y 7 TO 9 COc 0 Oc wool and cotton Halt Half Hose In Boys Boys' Caps Cps BOYS BOYS' PATENT LEATHER plain Mack black tan and natural gray cray ra t 1 v 0 Sateen U j SHOES with ext extension soles mat milt all aU Special day at ot at 12 i 1 G and aud Spun Sun SOc Golf Golt and Yacht Caps kid tops toP sizes 2 i t to 51 01 worth orth NECKWEAR Gid ss cheviots lots including and blue worsteds serges for 82 35 Neckwear In hand four In assorted patterns shield and band and puff purr Petticoats some with double at ties Special all day 1 89 e ears fars bands Special to draw over o BOYS BOYS' s' s VICI KID SHOES with Ith SHIRTS A limited quantity at only 2 9 c welt soles dull kid tops a n. tine fine 15 dozen Shirts Including negligee of sateen and spun dress shoe sizes 2 to 51 worth woh shirts and dress shirts with stilt stiff glass Klass Petticoats Mens Men's for one bosoms brol broken n lines limited lack only very day only 2 45 number of or sizes Including values val val- Iberal In width ues tIes to 1125 16 with up deep umbrella Special at la Ia flounce Worth Nigh J Robes UNDERWEAR fully For 2 BOYS BOYS' CALF SHOES with good hours heavy soles dou double bl b back k Saturday e ac 1 50 Wool Underwear In worsted Outing Flannel Fanne I and natural wool excellent for they'll go at at- at Night Robot Robes neatly stayed d s sizes I zes 1 to SJ Sl 51 worth or th warmth and dura dura- trimmed extra full for Special plies IN Sp laY day only ono one 1 95 cia I at only r r- r i The Tho shoe back store arc aro exclusive sive si agents for II the tho gen sen Shoe Davis Dais Shoo Shoe Co V r r r r f r w w V JI r Ic I 1 c GARDNER Eo DAILY STORE STOlE NE NEWE 1 X MAILO P ES T C CI C IT S S. Weather Forecast Fort Partly cloudy tonight and Saturday I i SWEATER I SEASON J r This illustration shows I the neck V neck V-neck and Coat Con t k st styles les two of the most c popular styles stIes now in in u use c. c i Mens Men's s Sweaters 1 0 II 5 a and J 6 including the 4 S J neck high style Boys Boys' Sweaters same st styles les 1 and 50 Childrens Children's 5 Sweaters sizes S f 4 t 16 to 30 50 SOc to 50 k P I i 1 k Ij I MAIN THE QUALITY STORE I 4 j I J 1 Success of Ad Advertising Depends not upon HOW MUCH you OU say but upon WHAT YOU OO SAY and HOW YOU SAY IT Kno Knowing how to eay the right things In tho the right way to tho the right at nt tho right time limo is Ia my ray special ty ty-my ty my business My services are ro pleasing others and andI I can please you Why hy not Investigate BUSINESS Dell Bell 2407 Core Car Telegram I I WE v E If JC there Is hi merit I b behind what you 1 0 WRITE RITE are aro tr tn lug Ilig lo to seli lIell e ee I we e would V. like toI to I A. A ADS A DS outline an IId er Using campaign for tor you Wo Vu cnn cart make mako It profitable Ads Ada written b by us will assist In c creating aUn a n demand for what you orr offer r for tor sale Bale Wo We c have o satis satis- fied many others othera wo we b o i cart can satisfy you ou Let us know Dell hell MID I Giles r Adv Ady I A Agency ency FULL OF IDEAS 6 S 56 ATLAS BLOCK j Saturday Specials 8 a Bibs lbs Ibs Best Dest Sweet Potatoes 25 5 bucket Lard 70 5 I Onions per bushel buhel 50 SOC 10 13 pounds Cabbage id 10 can Tongue So 50 I 3 bars Sc Tar Soap bc 10 tOc Black Tea per pound 25 Plug Tobacco Tob 40 5 5 pounds Sliver Silver Prunes lOc 10 Potatoes oes i 50 50 15 pounds Sugar Mustard II S ta rd SJ Sardines rd In e IS So So I 2 bunches celery Si Sc 12 i 2 bars Tar Soap 15 15 13 I 17 7 bars Swifts Swift's Pride Soap I pound 5 bucket Lard 6 65 c 1 I quart Maple Syrup 35 1 I gallon gaion Maple Syrup 55 Shillings Shilling's Te Tea 1 20 4 X Coffee I 15 pounds Potatoes 15 3 J pounds Rice 25 31 pounds Sao Sago 25 50 2 10 ct Spleen 15 3 bars White Soap bOo Picnic Ham per pound 11 lie 6 G pounds best O F Fresh sh Eggs per dozen SOi 10 pounds Nails Nalls Creamery Butter per pound I pound 2 can Pork and Catsup and nd Chill Chili Sauce 10 Potatoes per bushel 55 1 can Corn and 1 can Peas 15 4 lb ib Ibs N Navy Beans 25 can Baking Powder ISo 15 lbs 5 Pears 10 I 1011 Oil Oi Sardines SardIne 50 5 4 Ibs lbs Eating Apples 10 13 13 Ibs lbs Dried Onions Hires Hires' Root Hoot Doer Beer 2 Ibs lbs bout best Creamery Butter 55 2 cans Kuner Pork and Dean Beans 23 3 3 Ibs lbs best Ginger Snaps 1 I lb Ib Good Green or Black Tea 2 Ibs lbs Macaroni acaron 15 1 lb Ib Pack Package ge Soda 50 can Coffee bottle Olives ISo j Butter Dutter Wafers 2 p packages Fruit Nuts Nut j 3 packages Flake FInke Crackers Cracker 2 packages best Corn Starch 1 package Cereal Coffee lOc bOo Axle Grease bOo Of ounce 20 can bOo 10 3 cans Hard Hord Lye 10 4 cans Peas CHICAGO STORE 72 12 SOUTH WEST VEST TEMPLE I ll-Fr ll tt l B SALT LAKE i URI I EXCHANGE California and Eastern Races i I 48 43 East Second South I |