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Show Preachments on Advertising Quoting an interview with J. C. Penney, given while he was on a recent trip around the world, the Bangkok Daily Mail, of Bangkok, Siam, says, "That advertising is the biggest aid to business today and that young men starting Mn business should strive for a career by beginning at the bottom and working up; w-crc the keynote comments com-ments made, by J. C. Penney, chairman of the board of the J. C. Penney Pen-ney Co., operating over 1200 retail stores, in a statement made to this paper." "Without advertising, no business can hope to succeed in the face of present' day competition and up-to-date methods," Mr. Penney declared de-clared in the interview. "The old axiom that 'truth in advertising pays,' is just as potent today as it ever was, in fact even more so. The day when a business could deviate from the straight truth regarding its products or its organization is gone. The public knows too much about what is going on to be deceived by anything less than the plain; truth. "If a business man or an organization cannot be fair and truthful truth-ful regarding its wares or its methods of manufacture! and1 handling them, then that business cannot hope to succeed." In speaking of young men just entering business, Mr. Penney said, ' Too many young men, after receiving their education, want to step into high positions, getting jobs at figures which approach their idea of their usefulness or that enable them to start off in life fairly comfortably. "That is desirable, but not at the beginning of the game. Appren- ticeship is the most valuable asset therei is in any profession or in any walk of life. Begin at the bottom and work up; that is one of the most certain roads to success. Jumping thei ladder has proved to be the 'longest short cut' there is to the attainment of ambitions." Mr. Penney started in as a. clerk at a salary wliich today would look like wages for ai day. With him it was wages for a month. He opened up his firstj store on $500 cash, and a note for $1500. Today the business of the J. C. Penney company is at the rate of 200,000,-000 200,000,-000 a year. In his contact with the wealth of affairs which surround! a man of his business attainments, he maintains the same attitude which, he assumed at the start. - It is not uncommon for him to drop in to any one of the vast chain of J. C. Penney company stores, step behind the counter and start working as a, clerk. He says that this keeps him in touch with the value of service, enables him to see the store in the eyes of the customer and freshens J his viewpoint on business affairs in general. |