Show SELL OVER THE TELEPHONE N new york business men ken hava ha D devised a scheme that Is da aided success A dumber of business houses housea in new york fork are using the telephone instead of circulars for advertising purposes probably this will meet the approval of uncle sam if adopted wherever practicable it might extensively relieve the strain on the postal service A retail dry goods merchant receives a consignment of choice laces it takes only a tow few minutes to ring up two or three blozen if f his best customers who would bo be especially interested in III such goods and ask them to call and the laces the flattery of such an invitation appeals strongly to many persons circularization has bas been carried to such an extent that much of its effectiveness Is frequently lost and many circulars never reach the buyer to whom they are addressed whereas the telephore telephone call can usually lie b e a direct communication A bab haberdasher er telephones his patrons to note his latest importations in neck the newest shir tings or special offers in silk halt hose a clipping bureau rings up a prominent financier tells him his name Is mentioned in the dallies dailies in connect connection len with an important railroad dealand deal and asks him to subscribe to the bureaus extremely efficient service a dealer in antiques begs that madam will call to examine some rare old sheffield plate lust just received such attentions have all the exclusiveness of a varnishing day invitation vi tation and it would be a patron ot of hardy nervo who would tall fall to buy this method includes also a request that the patron will kindly note the special advertisements in the morning papers and avail of them it if possible these niese telephone calls do not cost any more than circularizing circular izing when letter postage personally typewritten n letters or engraved invitations are used as they must be in order to secure the attention of 0 valuable patrons also they have the merit of being traceable without a cumbrous follow up system it if a merchant has telephoned mrs van allyn that he has a few choice sulu pearls which he be is reserving for her inspection he knows within a day or two whether or not sirs mrs van allyn has bought thereof and he need not waste time or money again on unprofitable customers |