Evening Star Newspaper, June 18, 1933, Page 11

THE SUNDAY STAR. WASHINGTON. D. C. JUNE 18 1933—PART ONE. @ The whole business picture sow is changed— Decanse the public bas started in not only to buy, but s0 buy selectively—to seak out mot merely mbstastial ial value as well EXIT THE (CHISELER! R more than three years American business Fohas been bleeding to death internally under the reckless thrusts of the price-cutter. Whole industries have suffered from the ruthless raiding of lone wolf members — who smashed prices down, down, down, in a savage attempt to chisel business away from competitors at any price. Everyone knows what happened before the withering blast of falling prices. Standards fal- tered. Quality went under siege. Payrolls shriveled. Buying-power shrunk. The very weapon used to produce more business steadily produced less. Now suddenly the whole picture is changed. IT 1s changed because the public has started in not only to buy, but to buy selectively— to seek out not merely low price, but sound substantial value as well. It is changed because men and women have learned that the wrong thing at the right price is mot a bargain — that quality even more than Erice determines worth— that good merchandise, at a fair price, is shrewder buying than poor merchandise at any price. Behold the results already discernible in a few short weeks! HOPE revives, ambition stirs, purpose hardens —commodity prices rise constructively— markets are expanding — the manufacturer of enterprise and conscience can once more center upon the improvement and perfection of his product in- stead of being forced to match pennies with his least responsible competitor. Men are marching back to work—here and there wages have already started up—Dbusiness is definitely on the mend. The nation thrills to a new purpose and a new com- prehension that fearlessly say that for the benefit of all — farmer, laborer and businessman alike — prices must go higher not lower—and the whole power of constructive administration in finance, industry and government is pledged to make this happen. People have begun to buy again—with new confidence that the prices they pay today will not crumble tomorrow. Your buying, your selective buying, is speeding the exit of the chiseler from industry of every kind —and as a direct reward for buying now, you cansstill get first-quality favorably-known merchan- dise at prices which you may never see again. Take tires as an example —you can buy a whole set of Goodyear All-Weathers, most popular tires in the world, for as little as a single tire would cost you a few years ago! This is the Goodyear All-Weather, which ontsells any othey tire in the world, Even throughout 1he times of stress, Goodyear has kept faith with the public by lifting its quality steadily higher, but today you can still buy this tire— the best tire we bave ever made— for prices siarting as low as $6.40. BU’rtherealwaytobuyiswithyom'eyelon ‘the future and not on the past. And anyone with eyes to see what is happening around him today must conclude that whetewer he buys—tires or anything else—if it be of good and sound and durable character— will make him a real saving of money as against the prices he will likely have to pay in time to come.