Show r TR rf a m D f 1 By Gy CHARLES ARLES B. B ROTH 1 I I J KEEP YOUR SALT CELLARS CLEAN t. t THE HE other day I read of an eci eccentric ec ec- i centric old woman rich and socially socially so r C prominent who went from house to house judging the occupants occur pants by the condition of the salt saIt saltcellars G 1 cellars on their tables U If these were clean and well kept f. f she put her stamp of approval on onti ti r the h household but if i they were not regardless regardless re re- re- re 2 I J. J of the graciousness gra- gra w 0 and charm reir ir of her hostess she put them down as dowdy folks Not all of us fortu fortunately fortu fortu- SL I i natel natly are quite q so critical but in m one vs I r sense we are A And n d it itis 4 is good that we are arc f t r We Vc are critical of j ll the merchandise we Charles Roth 7 buy and of the merchants merchants mer- mer chants from whom we buy it It is our criticism which keeps the standards standards standards stand stand- ards of goods and stores high One of the many advantages of advertising is that it invites us to tobe tobe tobe be critical of the goods being ad ad- The advertiser assures us that lint his goods are good He invites us to compare them then with others We V do If he relaxes for a minute and lets his JUs standards drop we discern it We Ve tell others We cease buying his Iris product He knows that even the finest of commercial reputations w will ll suffer suiter if a mere handful of people get wind of the fact that the goods arc are sub standard They will tell their I friends Soon a whispering campaign campaign cam is under way He suffers It is only by being careful at ever every minute of the day that his goods and service are arc up to high standard that tha the man who advertises can suc suc- You expect more of him than thon you do of the man who does docs not not adver adver- tise The non non advertising Using m manufacturer manufacturer or merchant can fall fan down in delivering quality and service You may expect him to But the m man who advertises has to live H up to his high obligation So you OU see that advertising is a great vigilance committee established and maintained in your cur interest in terest to see that the men me i who aspire to sell you OU will n always be worthy of your trade The merchant who advertises 5 must treat you Jou better than th the merchant merchant merchant mer mer- chant who wio does docs not He lie must treat you as though you Jou were the most influential influential influential in in- person in town As a n matter of cold f fact you are You hold the destiny of his business in your hands He knows it He shows it And you benefit by good service by courteous tre treatment by good v value and value and by lower prices Be critical of advertised goods and stores which advertise They want you to be critical Advertising Advertising Advertis Advertis- ing invites you to compare before you ou buy It stands or f falls on value alone Charles B n. n Roth noth |