The evening world. Newspaper, July 15, 1915, Page 7

| “DOLLARS and SENSE” By H. J. Barrett. Letters—Their Physical Appearance. For years advertising mon have Wrangled over the question “the copy or the display. As a mat- ter of fact, each is so important that they can hardly be considered apart. No matter how convincing the copy may be, a poorly displayed “ad” will Bot pull results because it won't be fead, On tho other hand, if the copy de weak the “ad” will fail, no matter how striking the display. In adver- _tising, then, display and copy are faually potent factors, The physical appearance or display of @ letter is a vital element in its pulling power. Although not quite so $mportant as in newspaper advertis- ing, it is a feature which should re- eelve careful attention, And yet how seldom does one receive a business letter which is beyond criticism in this respect. Generally the margins aro in: quate; the letter is not properly tred on the page; the right hand mar- gin ragged in the extreme. Two and'a quarter inches is none too much dl marginal display. Few typists al- low more than an inch and a quarte: If @ letter is short, {t should not be ALL CARS “THE HOME 59th to 60th Street bunched at the top of the page, but carefully contred—equidistant from the top and bottom, As for spacing, the tendency to-day ts toward single spacing between lines with a double space between paragraphs and no in- dentation for the tatter, Punctuation !s another weak spot with the average typist. best usuage to-day prescribes a little as possible. Here Timothy Dexter proved imself to be a century ahead of his time, He wrote a book, you member, which had not punctuation. The last pa: eous assortment hyphens, & a that the reader in. fort them where be pleased. Quota. tion marks are used in hundreds of THE EVENING WORLD, THURSDAY spondent's and stenographer’s bP ge with margin on left side of sheét. Margins must be regulated by length of letter to be written, using your judgment in this respect. “Envelopes must be addressed double with beginning of name, street How a 25c. Badge Increased Williams’ Commiisions $25 Weekly. “Well, I'm about ready to quit,” soliloquized Williams as he sank on ,| to @ park bench at the end of his first week of attempting to sell patent gas fixtures for the Gas Company. “I should have known better than to have tackled this door bell-pulling job. My canvass is a corker; I can casos where they're not needed, In referring to ® magazine, for example, as The International Review, th average typist inserts quotat! marks, Capitals are sufficient. —_— Tam inclined to hold the employers responsible for the poor ap ce of the average letter. Ton minutes’ Instruction would be enough to post a typist on the proper procedure, In order to insure uniformity, up-to-date firms issue printed instructions to their typists, Those given below are copied frém one firm's book of in- structions: “City and date must be written about three spaces below the lowest printed matter on letter head, as fol- lows: New York dat space below, regulated so that it will pre- cede and extend beyond ‘New York’ an equal distance, the end of date be- ing in line with margin of body of letter; spell the month in full, fol- lowed by the date in figures, ‘after which use comma; add year in figures and end with period, “In closing, use the phrase, ‘Yours very truly’ and sign ‘The Jones pany’ as below. Have corre. reverse, but ~ Castoria | I padge,” ‘remarked Williams | manager as he 1 TRANSFER TO OF TRUTH, silk-and-linen, for $1.23. Phene | brellascalled for and delivered. Lex.to3dAv. Plaza 5900 demonstrate that these fixtures repre- sent Investments rather than expendi- tures; that they save both and eyes—but it’s the dimculty reach- ing the buyer that's flooring me. The mi turn me away from the door in about ning calls out of ten. If only I could atheme out some method ot getting (past the outer guard I'd have no difficulty in closing the sal And with a despondent sigh Williams boarded the car for the main office | prepared to hand in his resignation. fa But haven't yet struck the right js¢home. Here's an idea that occurred to me to-day and | want you to try it out Monday. I'm going to equip you tory. with a nickelled badge, marked ‘Gas Inspector.’ Then, wh the mi a swors the door, just flash It, walk in and demand to see the mistress, In houses where the mistress answe the bell follow the same tact! avoiding a disclosure of your real o1 rand until you've got well insid “Mr. Elk you've struck the o! weak spot,” was William enthual- astic response, "I'll try, Monday and I'll bet it will work.” ‘And work it did. His method was] § simplicity itself. Upon gaining an entrance, he would Proceed to make a cursory Inspection of all the fixtures on the ground floor, making cabaliatic notations in a no! book during the process, Then came | § a short discussion of lighting prob- lems, the admission on the part the owner that the lights were un- satisfactory, leading togically to a le of the improved fixtures which illiams carried in his grip. The of- fer to accept but a nominal payment down, the balance to go on the reg- ular bill in easy instalments, coupled with the realization thi in a few months ‘time the fixtures would pay for themselves in decreased gas co sumption invariably closed the sale, “And it's to the counted his week's commissions, totalling over $80, the following Saturda: "At Bloomingdales’ Umbrellas Recovered, 83c Covered with gloria silk, or Um- lain Floor The July Clearing Sales are proving splendidly effective. eight days, and acco! results will be accomplished in that time. This is a rather unusual condition and indicates the fact that at the close of the business season there was very little merchand: the store that did not m ‘At Bloomingdales’ Negligee Shirts Coat models in madras, rep; ercerized mi ason's newe! patterns and colorings, Soft Souble cuffs; sizes 14 to 17! 68¢ Men's Scarfs, 19¢ Large open-end four-in-hand scarfs in an almost endless as! . ment of pattems in rich silks, satins, pongees, etc. Bathing Suits, $1.18 | Two-piece suits of worsted in plain black. These sales were planned to occupy ding to the splendid response so far obtained the A Rare Treat! Men’s due to this little tin] f & Young Men’s Suits, $5.00 From 33 to 46 Chest Measure, in Regular and Stout Sizes None C.0.D. No Mail Orders Materials are serges, cheviots, homespuns, worsteds and Palm Beach cloth. Patterns include shepherd checks, Tartan plaids, pencil stripe: silk mixtures and plain effects. Models are 2 and 3-button soft roll sack or 3-button conservative coat. Buy one or two of these suits on Bloomingdales’ suggestion, A five-dollar bill never purchased a better suit. On your ver. dict as to whether you got your money’s worth will depend whether you will become permanent Bloomingdale customer, if you have not as yet joined the ranks. We are sure of the results, Clearance Prices "on Couch Hammocks ah AD thai i. vi Se i Ht LaLa a Ty Hl Det a Originally Priced $4.98 to $20.00 Clearance Pric $3.49, $4.49, $5.98, $6.98 and to $15.98 The entire remaining stock of couch hammocks (140 of them) have . iz SBate ag ; ‘ HIRTY minutes earlier in the morning and thirty minutes earlier at night are Macy’s summer hours. Week-days, 8.30 A. M. to 5.30 P. M.; Saturdays, 8.30 to 12 noon. Do your here before going to the office and the day will be pleas- antly begun. vt 53 ; ii SULY 16, 1916. re for Friday and Saturday Unless Otherwise Stated R. H. Macy & Co.'s Attractions Are Their Low Prices Macy’s ‘‘Low-Price Invitation 33 to Outdoor Men and Women Sport Requisites for Links or Court GA joy to handle such well-made “tools”—perfect in grip and balance. Macy’s sport requisites help to make champions, and Macy’s low prices add zest to sport. Confidence in play and savings in cash are your gains if you outfit at Macy’s. Tennis Racquets Kent Modele—"The Champion.” Made of selected ash reinforced with dogwood. Close strung with special Orient! gut. A very dependable racquet, $2.97. Other Kent models, all made well, run from $1.39 to $4.49. Wright & Ditson Models — “The Campbell.” Oval shape, strung with fine red and white gut, a very satisfac- tory racquet, $4.24. Other Wright & Ditson models run from $1.24 to $7.74. ore page rd Stadium.” A very high-class racquet, strong, true, and #104, i . ty” anoth ell balanced, The “Doher- ood racquet, $6.89. Championship Balls. $3.49 « dozen. Practice Balls. 21c each. Tennis Nete—Made of heavy #1 thread twine, double “canire canvas bound, size 4%x3 feet, $3.74. Others at $1.64 to $8.49. Tennis T: For marking courts. “One full court, with staples and pins. Tennis Posts, 98c to $7.49. Dry Court Markers, 98c to $1.98. Wet Court Markers, $5.74, $9.49, $24.28. Racquet Covers, 44c, 74c, $1.49. Presses, with fly back springs, 74c. Golf Clubs New “Gibson” Clubs, just received direct from Scotland. Made by hand from@ selected hickory, heads of best persim- mon wood. Iron clubs hand forged from best steel obtainable. Drivers and Brassies, $2.49 Irons in Braid, Smith, Nicoll, Logan, Vardon, and Stella models, $2.24 Sufficient for $2.74, Slazenger’s hand-made clubs of seasoned stock in the Nicoll, Stewart, Horn and Auchtetlonie models. Drivers and Brassies, $2.14 Irons, $1.89 Thistle “Special” wood or iron clubs, 39 Thistle “Juvenile wood or iron clubs, 98c Burke Golf Clubs of straight grain hickory, excellently finis Drivers and Brassies (end grain- ed—grain runs with stroke), 2.97 Irons, Vardon model, $2.24 Golf Bags Canvas, 98¢ to $7.69. Leather, $7.24 to $14.74, Automaton Caddy Bags, stand on tripods, very light and clever, $4.96. Golf Balls Whippets, $6.69 a dozen, Colonel $1, $6.69 « dozen. Re-mades, $3.59 a dozen. Golf Shoes—High quality russet leather with screw of in sole and heel, $6.24; also shoes at $4.96 and 74 Golf Stockinge—All wool, assorted colors, $1.74, $2.24, $3.24. 0 pair. $4.96 to $16.74. Chamois Golf Coat Sweaters, Coats, $8.49. Golf Gloves, Score Cards and all the accessories used, Macy'e—Fifth Floor, Centre, Good News, Men! Macy special prices on the hinds of shirts and hats men want just now, PECIAL prices are less than Macy prices, and Macy prices are “Low- est-in-the-City’”—hence the interest of these Week-End Specials. New Out-Door Shirts, 89c. Primarily for sporting use, but many are seen on the streets every day. Collar may be let ‘way down, Very comfortable and serviceable; made in white soisette and tan basket weave cheviot. Soft Business Shirts, 68c. We bought 800 dozen cool, summery shirts the first part of the week that are regular 61.25 shirts, Hundreds of different patterns, differ- ent summer materiuls, all coat-cut, and all with turn back French cuffs, Ideal for every- day wear, Woven Madras Shirts, 94c. A fine assortment of fresh, soft Summer shirts, new colorings and stripes. Very good workmanship. All made by # manufao- turer whose lowest price shirts retail at $1.50. Silk and Madras Shirts, $1.59 For the man who likes the quality that comes between all sille and all madras—light, cool, and of good wearing qualities, Striped in quiet colors, “Miles Standish” Colonial Rag Rugs at 4 to % Less Than Usual A few of the sizes with their prices are given below to indicate the savings. Sizes run from @4 inches wide to 4 feet wide, and from 32 inches long to 11 feet 6 inches long, with pro- vou savings of to 4 on all sizes. There are only 500 rugs at this reduced price and they will go quickly—select yours at once. 24x S2in.to MpRe fae % x 36 in. 69c Adc 27 x 44 in. to 27 x 48 in. 89 G2 27 x 50 in. to 27 x 54 in. 98c 69 30 x 52 in. to 380 x 54 in. $1.04 76c 30 x 56 in. to 80 x 60 in. $1.19 84e 36 x 68 in. to 36 x 72 in. $1.64 $1.14 4x 7ft. $2.44 $1.89 Sale of Linoleums and Remnants On all the short ends, odd rolls, and single pieces of linoleums and _ linoleum remnants prices have been tly reduced for quick disposal Offices, kitchens, and bathrooms can now be very cheaply furnished with good linoleums. Bring room measurements. Inlaid Linoleums Mostly tile effects with colors running way through to the back, In full rolls and half rolls. Quality that sells elsewhere at $1.15 per square yard—sale price 84c. Quality that sells elsewhere at 85c per square yard, sale price 69c per square yard. Figured Cork Linoleum. A few rolls are slightly imperfect in rinting. 4 yards wide. If per- Reet would be 69c per square yard, sale price, 44c per square yara, Inlaid and Figured Cork Lino- leum Remnants. Most are the end pieces of some of our best rolls, Inlaid Remnants 48c per square yard. (Prices were 74c to $1.48 per square yard.) Macy’s—Fourth Floor, B'dway, 34th to 36th St. ‘ALF the secret of pictures lies in their development. Bring YOURS to aa eae — be developed and printed it care of | experience, Leave them at the Main Floor Counter of the Fifth Floor Camera Supply Department and they'll be ready in two days. — = Mid-Summer Clearance of GIRLS’ FROCKS 'OUTHFUL modes for the Soxint girl of 6 to 16 yeare— Practical little dresses for every- day wear and handsomely embroid- ered Frocks for “special ovca- pos Bea — od rirlish lines app te for t * men- toned. iz White Hand-Embroid- ered Frock, $4.49 Dainty model of sheer batiste, elaborately hand-embroidered on ad inentinas’ (0 theme insertions § (ae il A finished with « handsome bro- ended satin sash. Sizes 6 to 14 years. Bloomer Dresses, $1.49 Berviceable dresses made of Gingham in pretty stripes and pl . Smart pleated model with pique collar and cuffs. 6 to 18 years. 160 Summer Dresses, $1.69 and $2.49 Macy's Usual Prices, $8.89 to 84.49 ¥ i Poesy ttiest Say in i Ee ah moth “ aot all alece ia cach otyle Macy'o—Thiré Fleer. he Sheets and Pillow Cases Sheets Price | Size. 42c | 68x99 in., 46c | 72x99 in., 72x90 in., §3c | 81x99 in., 81x90in., 59e | 90x99 in., Pillow Cases to Match 42x36in, 13c | 45x3¢in., 166 Special Bleached Sheets for full + size beds; wide hems. Size $100 inches, S4e each Fine Muslin Pillow Cases A. grade that gives excellent service. Size 45x36 inches, All Linen Sheets and Pillow Cases Hemstitched Sheets— Size: 72x90 inches, $1.98 each 90x06 inches, $2.39 cach Macy'e—Basement, Kear, o Size. 54x00 in, 63x90 in., Price. 49c 59c 63e T3c 4c each Splendid Opportunity for Men and Young Men To Get a Smart Suit At a Saving Clearance Sale of Suits at $17.75 —that were $22.50, $24.75, $27.50 and $29.75, Continues N a final effort to reduce Summer stocks—a usual action in all stores—tiis store is now showing men’s suits at a price which sets a new record for value-giving. Smart, new styles, distinctive colorings and effects, superfine materials and workmanship that measures up to fine custom tailoring. The price gives no idea of the merit. You will want another good suit whether you actually need it or not when you see these, Also for To-morrow Men’s English Mohair Suits at $12.75. Surprising how they hold their shape. cool, genteel, Light, Golf coats at $7.75, Norfolk models, in Shepherd Check worsteds, Very smart. White Flannel Trousers at $3.49, for golf, yacht- ing and seashore wear. All this and more in the Men's Clothes Store, Fifth F Young Gentlemen Ages 14 to 19. our best men's clothes. — $ Suits with long trousers. Smart as Women’s Coats At Sharply Reduced Prices 72 Smart Coats at $11.74 Macy's Original Prices were $14.74 to $26.75 PORT Coats and Coats for meral wear are represented in this collection. Some of the best selling garments from our well-assorted stocks. Materials consist of Serges, Coverts, Taffetas and Novelty Fabrics Majority silk lined; smart plain effects for practical wear, others handsomely trimmed for “dress” occasions. Coats of ‘‘Palm Beach” Cloth—Special, $5.94 The ideal traveling and motor coat; fashioned of crisp, cool “Palm Beach” Cloth in several smart models; convertible collars, large pockets. Kimono or set-in sleeves. Sizes $4, 36, 38 and 40 only. Macy'e—Third Fleer. For Men! A Chance to Save Money on Athletic Underwear and Lisle Socks At 28c—Lightweight Bal- Le underwear; Shirts nee or ankle-length ers, Have reinforced seats. At 7%8¢— Union Suits; athletic style shirts and o) knee drawers. Made of mercerized striped Madras or white . These unusual values in union suits were made to retail at $1.49. Lisle Socks At 24c pair—Black,white, tan and gray. Double heel, toe an . Look like silk—wear better than silk ——and cost less. Maey'e—Main Fleer. Special Rates on Fur Repairs In effect now and up to Aug. 15, the skilled furriers of our own big work- shops will remodel or repair your furs at special “dull season” rates. Maer’o—Thira Fleer. Misses’ Suits and Skirts Jaunty, Youthful Models At Attractive Savings Cool, crisp Outing Suits of Linen and “Palm Beach” Cloth— Smart Tub Skirts for Sport wear, cleverly designed for misses and small women. Just a few sug- gestions: Norfolk Model, $9.74 Smartly tailored suit of Oyster White or Natural Color Linen, Circular skirt with generous sise pockets and adjust- one belt Nee | coed with button pique collar, links, Khaki Sport Skirt, $1.96 Shirred back, belt fastening at side with large pearl button; large pocket. Gabardine Pique Skirt Skirt, $2.24 $1.96 sia et | tic, Malt shirred back, White. It; shirred back, Skirt of White Irish Linen, $2.24 Button-down-the-front model with deep “Palm Beach” Suit, $7.94 Full belted model with reticule pockets; plain okirt with panel back and front; smart coat cuff fast- French hem. Tailored pockets with button and buttonhole; slashed belt, Exceptional quality and well tailored. Macy'e-—Misses’ Dept., Third Floor. 18.75, The good, dependable and much-liked Norfolle and Sack models, The fabrics and the colorings are right, The styles are top notch. nr pote Sees Ba a ‘Also heavy cotton suits with red or white borders. Bathing Suits, $2.48 Two-piece suits of pure worsted in navy blac or Oxford gray; colored borders; sizes 34 to 44, The Jromss. and cenaping atain Fier ne FOUN FOOT r ie roar y taaNsFen to BLOUMINGDALES"tiy, fo fo av All Kinds of Straw Hats, $3.29 ‘This season's Panainas, Leghorns, Milans, Mackinaws and Bangkoks that were priced $8.74, $4.60 and 85.04— Buy for present or future use. Macy'e—Main Floor, 35th St, been reduced for clearance as noted above. They come with single or double springs, angle iron or tubular steel frames, rope or chain hung, covered with denim or duck. Some have head-rests, and all are fitted with wind shield and magazine pockets, The frames and canopies as