| Show AFTER BUSINESS what li Is perhaps the largest single order ot of printed matter ever produced began rolling out ot of chicago a few days ago being ahk spring and summer catalogue ot of 2 large mall mail order house the first shipment to be distributed which was only one third ol 01 0 the total filled cart cars end and consisted of tons ot of cat al the entire issue will approximately tons or IS 18 mil i on pounds ahli supreme advertising efort which Is being on a sime si me what smaller scale by other mal order houses Is largely t prospective customers custo customers in the smal ler towns and rural 1 means that these large concerro conc con errs cerps be lieve that there Is arale to be be and that the wily way to apt it 1 advertising advertis in f in combating tho the encroachment a 0 the mall mail order houses local mer chants have many advantages th customer can see the goods before le ie buys abere are no long waits to fo delivery no disappointments or dla dis satisfaction over goods foods which d not come coma up to fancy catalogue descriptions script ions quality considered thi local merchants prices are usually as reasonable as those of the mal order house the average local merchants handicap consists chiefly in his cwi failure to go after trade through persistent and adequate advertising and the mall mail order houses take advantage iian tage of his failure to use this effective defensive and offensive weapon |
