Omaha Daily Bee Newspaper, August 31, 1916, Page 16

PRI e o B RS T R U6 I NSRS AN 2 v 080 R e iy An eastern advertising man who | when they have it. 1 see that very came west with the crowd of experts | clearly.” The Bee and World-Herald and a| That is the secret of Nebraska mer- number of other loyal Nebraska ' chandising nowadays—in these days newspapers had here several weeks | of proseperity over the state—and it ago, walked down the streets of Lin-'is the secret of the trade which has coln one Friday afternoon. developed so marvelously at Lincoln He stopped in, here and there, at| during the last few yars. the stores, he saw the kind of goods Lincoln is a town of good retail the people were buying, he saw the stores. Starting with the gigantic discrimination with which they | new institution which Miller & bought each kind, he noted how they | Paine have made over in their bright traveled to and from market, and his new home at Thirteenth and O mind grasped a number of other | streets and going from there to insti- points a lot of us pass up, in all prob- | tutions of the same clase, Rudge & ability, | Guenzel's and Herpolsheimer's and At the end of a couple of hours he |all the way up and down O street had seen enough to give him a clue |and on some of the side streets now, to the situation. He turned, then,|one finds modern ideas worked into to one of the Lincoln men, who ac-| every stock. companied him on the tour and said:| These ideas have not come from “Your folks out here are the best | the desire of the tradesmen to force buyers in the world. I have seen|them upon their customers. They most of 'em, too. The chief thing | have come because the people are that appeals to me is that they don’t|ready for them, and because they are quibble about the prices if they get|availing themselves of them to the the quality. And anothe thing—they | utmost. The people at Lincoln, as have the money and they spend it|at other points of the state, have said that they wanted these changed and | the storekeepers have responded with | alacrity to their demands. It has paid them to do so. Their trade has been stimulated by it and it has been money in their pockets to do so, in | short. | People buy better clothes than they |used to at Lincoln. Men as well as women do that. The fair sex have nothing on the stronger sex when it comes to draping their backs with the Looking West From /3t and O 5ts. /007 a day’s ironing for a coupleé of cents. THE BEE: OMAHA, THURSDAY, AUGUST 81, 1916. 'atest creations of the designer. Con mon sense is shown generally in all o the costuming, of course, and therc are few who give way to extremes in either male or female adornment. Likewise the people buy better things for their homes. By this is not meant furniture alone, or hardware. But they are adding phonographs and more extensive libraries and more claborate lighting effects, more pic- tures, more musical instruments, more of these things in short which in- struct and amuse. Homes in Lincoln are no more mere places to exist— they are places where the family has | at least a portion of its entertainment and where it gets additional reasons of attractions the outside offers. Enterprising firms are selling all these things to the people. While it might be said that it is selfish for them to do so, nevertheless it is true that the firms are doing much to aid | people of even moderate means to have some of the home advantages their neighbors possess. It is easy, if a man is half way fair | with his merchants, for him to have a victrola or a grafonola in his home, for him to have a set of Brittanica and for him to gather around him any | number of easy payment plans which | the merchants have offered. The firms of the capital city are progressive. They do business on lines that their fathers might have| sniffed at, but which they would most certainly approve of if they knew as much as these merchants know. | Bookkeeping systems are thorough and efficient in every sense of the | word, salesmen are courteous and know their goods, the bosses are mas- ters of their business and they think from the standpoint of the customer because it pays them to do business that way. { What the retail store has learned by its contact with the new Nebraska, the most prosperous Nebraska, the wholesalers and jobbers have learned, too. This class of Lincoln tradesmen | have kept apace with the new thought, They have measured up to every for staying in spite of the multitude | ail trade. the country would give a whole lot to braska wealth, and Nebraska wealth, Lincoln jobbers reach_ a territory | ods made it impossible to obtain fruits which jobbers of many other parts of [and vegetables at a moderate price. handle. Lincoln is in the heart of Ne-|to the distribution of goods over the | nore business-like conduct of the re-|the canning season than used to when | incomplete or pioneer jobbing meth- The automobile has been a great aid state. It has helped the retailer and | continuing, is in the heart of national |it has helped the wholesaler. Now wealth. In every direction from the city there are located thriving little towns, and some of them not so little, where the bank deposits are exceedingly high per capita, and where the people are spending money right and left for | the things they want and the things they need. This territory has not been de- veloped in a day. Many of the Lin- coln jobbers have been built up with it. They have stuck by the mer- chants when the times were not so prosperous and when it was a real sacrifice to do so. And now that the times are better and the merchants have the wherewithal to meet their bills they are sticking by their old jobbers and wholesalers in a way that 1s most commendable. Both are shar- ing now the rewards of business per- sistency and business justice and both are glad that they are. There has been no more remark- able forward stride in all wholesale and jobbing lines than in these prod- ucts which go on Nebraska tables. Grocery concerns and fruit jobbers have increased in number and busi- ness output most astonishingly in the new era that has come to Nebraska, | Where once not a man outside Omaha knew what grapefruit was—and very few there knew it intimately—now that product is eaten from one end of the state to the other. And lettuce no longer looks queer on a winter table set somewhere out in the state, and it is not a cause for excessive comment at the small town grocery any more when some of the families there have strawberries and radishes at the fag end of a severe winter. Syrup has supplanted molasses, a corn syrup taking the place -of the slow running product. Canned goods change in trade conditions and have been the first in fact to jump in and | are bought by the case in most Ne- braska towns by any number of fam- ilies and stored away for winter use— Work Easier and Pleasanter IT WILL give you hot water quickly'and economically— send a steaming stream from the hot water faucet just when and where you want it. Gas lighting is less expensive and more pleasing than any other—gas will burn your garbage—a gas iron will do And one of the perfect new What do you really buy when you get a ton of coal? Heat, of course. If you could buy heat alone without getting the by- products of ashes, clink- ers, slate, cinders, soot and dirt, you would tell the coal dealer to deliver the calories and keep the dis- agreeable concomitants. Make arrangements to do all the cooking in your home with Gas, then you can have HEAT of coal without its attendant waste and dirt. It is the cheapest fuel you can get, if care is maintained in its operation. A clean fire when you want it, heat shut off when not needed, hot water instantly, and no bother with ashes—that’s the results of using gas. Lincoln Gas is highest quality, and you can al- ways depend upon the pressure and heat units. If It's a Question of [llumination If you want to know the best way to light your some of the merchants do their own shopping by means of the motor car, and frequently drop in at their houses | | to personally inspect the goods they | want to buy. And deliveries have been | quickened and stimulated by the use | of the delivery truck in cities of al- | most every size over the state, and the trade, to some extent, has been increased through its use. | Lincoln does not satisfy itself with | reaching in its immediate neighbor-| | hood either. Its goods reach far into | the west and south, into’ Kansas and | north to the Dakotas and into Colo- |rado and Wyoming. It has extended | its trade into channels where a few years ago some of the business men | fxere thought it could not possibly | go. The goods have made good in | most every line and in almost all| respects. There have been so few | failures that they are negligible as | far as this discussion is concerncd.‘ The slogan has been “Good goods at | a reasonable price,” and that slogan has been adhered to straight through the years. 10%and O Sts give impetus to the movement for [and fewer mothers stew and ire} over | Looking East from Lincoln’s Commercial Activity Keeps Step With City’s Life Farm machinery has been sent out of Lincoln in wonderfully large amounts during the last few years. | Some of the largest concerns in the | world have made this a distributing | point. The big buildings at the state | fair grounds are used a portion ofi the year, for instance, for storage of some of this huge amount and it | would surprise the nonbeliever to take a trip through the grounds some time during December or January to back | up that statement. Co-operation has been the word most used by Lincoln jobbers and wholesalers during the last decade. Through the agency of the Commer- cial club the interests of the city have been kept uppermost, and the trade has been promoted systematically and well, with the end in view of getting re-orders. Lincoln has been impressed upon the retailers as a city of fair busi- nesses, ready to work with them for the upbuilding of the retail business and to ultimately make more peole p]eascd customers than was ever pos- sible under the old hit-and-miss meth- ods, and under the old system of fighting with ‘consumers rather than making them friendly by making good goods and selling them right and backing them up in the proper man- ner, itut h aste and Dirt In Summer Detroit Jewel Gas Ranges are built so that the heat stays inside YOU can face the hot days of mid-summer without dread if there’s a Jewel in your kitchen. No super-heated kitchens—no working over a stove that’s pouring out with- ering heat—no “all gone” feeling or heat prostration, when A Cool Kitche you cook on a Detroit Jewel Gas Range. n T thoroughly and economi Let us show you how. Detroit Jewel Gas Ranges will smooth out your cooking worries—cook quickly, You can enjoy the convenience and saving of an All Gas Kitchen at a surprisingly Low Cost. residence, apar tment, stores, hall, garage, church or factory—if you want to know what is newest and most efficient in lamps, appliances or electric power—regard- less of how little elec- tricity you intend using —this company is always at your service without any obligation to_you. cally. Phone B-6585 Real summer cooking comfort is yours with every one of these new Detroit Jewel - Ranges—the stoves that have been the hest since gas ranges were manufactured. Keep cool this summer—put one of our 1916 Detroit Jewel Gas Ranges in your kitchen. and Call Our Office Day or Night Lincoln Gas & Electric GAS & ELECTRIC BUILDING, LINCOLN, NEBRASKA . Light Co.