The evening world. Newspaper, July 22, 1915, Page 9

“DOLLARS and SENSE” By H. J. Barrett. Tricks of the Trade. the approval of his customers the value of a request slip system in a! store is apparent. large store follows this plan, new-fangled scheme, Every clerk is supplied with blank forms with spaces to be filled oyt with the names of articles called for but not carried in stock, It makes for intelligent buying on the part of the department managers; them to keep their fingers on the Dulse of the public's demands. Here is another plan adopted by omterprising advertising men in di partment stor Bach clerk is s pied with a clipping containing the current day's advertising for that par- Uoular department. To the clipping is attached a blank sheet upon which @ clerk enters the number of calls received for the articles advertised, At the end of the day those slips are deliv: to the advertising office and scribe can thus ascertain the pulling power of his copy. Intelli- gently analyzed, these returns are ex- tremely valuable. They indicate what articles are most responsive to pub- lieity; what type of copy proves most successful; what day of the week is best adapted to pushing certain com- modities, ete. Nowadays enterprising department stores maintain complete files of their competitors’ newspaper advertising. ‘This enables them to some degree to forecast their rivals’ plan of action for the following year. Thus if Brown's clippings show that he or dinarily holds a white sale on a cer- tain date, Jones, forwarned by his clipping book, is likely to schedule a competing sale a week earlier, thus skimming the cream from the com- munity’s purchasing power in that specific direction. By totalling the inches used by a rival in a given month or year a merchant can esti- mate to a dollar his competitoi vertising expenditure and ascertain as One Credit Man’s Problem. Even more than a salesman must a credit man be a diplomat. To refuse to extend a customer's credit and at the same time to hold him as a friend of the concern {s a difficult problem, but a not impossible one. The abil- ity to do this is one of the many fac- tors which enter into the equipment of an able credit man. The Blank Company found itself confronted with tightness in the money market. This meant increased rigidity regarding credit lMmitations, a reduction of from ninety to a bare thirty days in the terms of sales. Johnson, their credit man, was out of town at_the time the decision was made. Upon his return he found in the process of mailing a form letter announcing the new policy to the oustomers. ‘The letter was a plain statement of the adoption of the new policy, with- out @ line of explanation or apology to modify the blunt effect. The letter went @o far to state that all un- counts not met by the 25th would be entered on the no-credit list. John gasped once and collapsed in hig chair. "How much of this dynamite has gone out?” he demanded upon recov- hia equilibrium. ly about twenty lett have wore was the reply. “Why?” “Why!” exploded Johnson. ‘You'll find out when our salesmen call after the receipt of these letters. Man, that’s suicidal! 1t will alienate thou- sands of dollars’ worth of perfectly good business.” And the credit man flung the balance of the letters into the waste basket. Next he dictated a form letter of extremely different tone to be mailed enables | To counteract the evil effects of the few copies of the first version | which were mailed, he wrote to each of the twenty customers, personally explaining the situation in full detail. "You ean catch more files with {molasses than with vinegar,” says Johnson, which is why he draws a| It Uberal salary. The adherence to a policy which strikes a happy balance between over-leniency and inflexible |strictness is what constitutes a good credit man, in place of the offending epistle. With | . it he inclosed a copy o! the contract from the minutes of the meeting cov- ering the rigid resolution, This was for the purpose of demonstrating the antversal nature of the ruling: that Put Duffy’s on Your List of Vacation Requisites Health should always be your first , because without it you ‘ot enjoy life, Illness may come at any time, even to an apparently healthy person, and for that reason you should be Include Duf Mis aad tila aig aarypiln dpi ain nandinkis inst. 6 reason for the action, re- gretted its necessity and wound up by @aying: “You may be sure that we thoroughly appreciate your busi- ness and sincerely hope that this tem- porary policy will not inconvenience you, I am expected to report on all overdué accounts on the 26th of each = |month, but if conditions should pre- When one considers that the prin-/ vent your settling by that time, won't cipal factor in a merchant's suceess You write me so that an éxception # to purchase goods which will moet Can Re made in your case, If pos: oft Mag ore * n MY eliminated the sting from the com- To-day ¢ver¥ munication, put the entire transaction Twenty on a man to man basis, with the re- years ago it was frownea upon as a sult that not a customer was lost by the new policy. BONWIT TELLER &CO. FIFTH AVENU ‘no single customer had been discrim- inated plained THE EVENING WORLD, T In_ his letter he ex- Glycerine. ..... Johnson entirely ‘hese are all si ould be enou romotes the Advt. Spanally Shop of' Will Close Out Friday A Collection of Women’s Barbo Compound. RECIPE TO STOP DANDRUFF| This Home Made Mixture Stops Dandruff and Falling Hair and Aids Its Growth. To a half pint of water add: im can buy from any druggist at ittle cost, and mix tl Apply to the scalp once a day for two weeks, then once every other week until all the mixture is used. sh itt to rid the h dandruff and kill the dandruff germs, It stops the hair from falling out, and relieves itching and scalp diseases. Although it is not dye, Me beng ba? will dar! r , gray hair in ten or fifteen days. vth of the hair and makes harsh hair soft and glossy.— WORLD WANTS WORK WONDERS. E AT 388™ STREET Novelty Low Shoes and Pumps 2.00 Incomplete sizes in various styles. Formerly 5.00 to 9.00 Reduced to 4.50 In the favored shades. Fibre Silk Sweaters With sashes. Reduced to 6.95 In favored sweater colorings. Novelty Silk Hosiery Reduced to 85 3.75 Women’s Wool Sweaters Cross stripes, vertical stripes, polka dots, Ww openwork clox. ool Jersey Swimming Suits Formerly 3.95 1.95 Attached skirt and tights, black and navy trimmed with white. R.H. Macy & Co.'s Attractions Are Their Low Prices 9) Herald Square, Bway, 1, Mth to Sati St. Palm Beach Suits Winners at $6.75 IHEY must have received some “word-of-mouth” advertising, judging by the way they sold since Tuesday! The papers containing the announcement were hardly on the street before we had a crowd in the store. whew! They are still coming—friends of those who bought— Elsewhere $8.50 to $11.00 retty enthusiastic And then— their friends—and friends of the friends of the friends! ral’ Tailored on clean, fine, SENUING thoroughbred Palin chy lines of oo i 1 Snes: I uine Palm Beach’ Cloth, cold- water shrunk and shape- | ized; double- retaining. Eight patterns; | seams; armholes solid colors and hair-line | and pockets stripes in the staple “natu- al lines. ACK and Norfolk models that won't shrink Better “get in” on this before it’s too latel Here is the advertisement that did the busines: just a plain, fact-backed description of the suits. from a washing and don’t shrink in the cris ind Oxford gray; dis- stayed; sewing done with silk, Need pressing but sel- tub; feather-light, immaculate, porous and c-o-o-l, For men of slim build and men of solid stature, up to comfortable ‘*48’s.”” Their smart- ness will last as long as they last — guaran- teed by the workmanship, Ski sleton- ched piped all tinguished silk stripes on dom; cost less to keep “natural” grounds, worn spotless than a single by New Yorkers who set pair of flannel trousers, the styles; a beautiful dark you will feel fortunate “sunfast” blue with the (and vastly cooler) if faintest of lighter pencil zo0 get one of these Palm each Suits, A suit at the price of a pair of trous- ers;—there’s “Macy value” for yc! hem yourself, A half pint it ‘acta upon ken streaked, | vba of anaes ings—savings of These A THrty minutes earlier in the morning and thirty minutes earlier at night are Macy’s Summer hours. A. M. to 5:30 P. M.; Saturdays, 8:30 to 12 Noon. Do your shopping here before going to the office and the day will be pleasantly begun. that crowd the store. But these clearance ttractions Week-days, 8:80 Prices at Macy’s are the “Lowest-in-the-City” under ordinary circumstances. In fact, our every-day, usual prices are less than “‘sale’”’ prices of most other stores, as experi- enced shoppers know. And the economies that rule at Macy sales are really double sav- a sort now. HURSDAY, JULY 22, 1915. TUMUMUMURG Are for Friday and Saturda 2. HL. Mocy & Co.'s Alttnctions Are Thetr Lew Priced SD. Department. Merald Square, Broadway, 34th lo 26h & _ Prices Reach Their Lowest Level At Macy’s Clearance of Summer Stocks figures are so much lower than even the famous “Macy Sale Prices” that dollars acquire new buy- ing power if you bring your money to Macy’s Misses’ former prices. White and Cream; WO DO DODO CI OLYIS ne EUeUe TU Now 69c Pre-Inventory clearance. Envelope Chemises Macy's Usual Price 94c Night Gowns, originally $1.19, Now 89c Macy's—Third Floor, Rear, Middy Blouses, ‘Hand-Smocked, Now $2.89 Macy’s Usual Price, $3.89 The price on the up-to-date pleated sports blouse of Shantung Pongee (illus- > trated) will be just One Dollar less to- “<# morrow than it is to-day. Natural color only, daintily hand-smocked, both front and back, in contrasting colors and fin- ished with loose belt run through straps. Sizes 12 to 20 years. Macy'e—Third Floor, Tempting Prices On These ° ° Dainty Boudoir Caps 186 of the prettiest, frilliest Boudoir Caps in this pre-inventory disposal at one-third to one-half 387 Caps Now 45 Caps Now 23c 46c Were 46c Were 69¢ 48 Caps Now 56 Caps Now 69c 94c Were 94c Were $1.89 Quite the most pleasing variety shown this season. d ribbon bands; flower and bud trimming; long ribbon streamers; all-over Lace and Net, some lined with pink and blue. Macy's—Third Floor, Rear, deep net frills; brod Extra Size Undermuslins At Sharply Reduced Prices Women who usually pay “more” for extra size undergarments will appreciate the savings in this Just 526 pieces of Under- wear—made of dependable Cambric or Nainsook, correctly proportioned for the stout woman. trimmed with embroidery or laces—in styles that are most attractive. Combinations, 46c, 69c, 94c and $1.29 Macy's Usual Prices, 690, 94c, $1.39 and $1.89 Plain Chemises Now 69c Macy's Usual Price 940 A Special Purchase of Women’s Taffeta Skirts $5.49 and $6.74 A limited number only. Earlier-in-the-season these at much higher prices. Only styles—some with ruffles or side pleats, some trim- med with velvet ribbon. A Surprisingly Low Price For Brand New White Gabardine Skirts, $2.89 Women who know will tell you that this is an unusual price for the ever-so-smart- this-season tub skirts of white gabardine, anc loose belts, Macy’e—Third Floor, Neatly skirts would have sold ) in the lot, in several These are button front models, with large fancy pearl buttons, set-in pockets NOLO. OPO LOL OLLe U 0 UOT it ET y Unless Otherwise Stated URURUUETUE | HE pictures you take will come nearer ex- pectations if you have them developed at 5 Our expert treatment often saves poorly taken pictures. Macy’s. Leave films and plates at Main Floor Counter or Fifth Floor Camera “Prices Lowered on | White Aprons A timely clearance of Maids’ and Waitresses’ | Aprons at much below original prices. Grouped in three lots, as follows: At 46c At 69c At 94c Were 69¢ & 790 Were 9c & 81.29 Were $1.49 Fashioned of good quality White Lawn or Dotted Swisses in several neat styles. Some have bretelles and bibs; others hatha elaborately trimmed with wide insertions of em- ry: } Macy's—Third Floor, Rear. } Sweeping Reductions in Women’s Sports Suits | For Mountain and Beach $13.74 Macy's Usual Prices $26.75 and $29.76 ALF — and less than half—to-morrow for those } attractive combination Sports Suits of home- spun and blanket cloth checks that have been so popular with young women for mountain, beach and steamer wear. These suits come with full skirts of the blanket check, finished with deep cuff or bands around bottom, and pocket. pleated front and back, and touches of the plaid on collar, cuffs and reticule kets, ‘The other a belted model with wide box pleats in back, ; ‘ deep reticule pockets and The coats--of the plain plaid trimmings. They are homespun—are in two styles. fully lined throughout with One a snappy Norfolk with | finest quality peau de cygne. Colors: Copenhagen blue, reseda and hunter's green, rose and brown, Macy’s—Third Floor Still Greater Reductions in Our Clearance of Women’s Coats, at $7.74 Originally $9.74 to $19.74 Reductions on reductions to-morrow in our Women’s Coat Department. That is because the size range is incomplete in so many models. There are just 93 coats that are slated to go.at half and in some cases nearly two-thirds below original selling prices. The materials include fine serges, corduroys, silks and novelty fabrics in styles suited for sport, dress and general utility wear. Many are silk lined throughout. Macy'e—Third Floor. “MEN—Get Your Share of These Handkerchiefs 6 for 58c Pure Irish Linen of su- perior quality; Initialed —all white or with as- sorted colored borders, blue, heliotrope aad tan. The unusual response to this sale earlier-in-the- week prompts us to re- peat the offer—and give more men aa oppor- tunity to buy good hand- kerchiefs at a low price. All letters in stock but not every letter in each style. Mary'e——Main Floor, 34th Bireet, A Week-End Candy Treat DEucto S Candies whose freshness and purity invite delighted en- joyment; whose flavor and quality invite comparison with the finest products of exclusive confectioners; whose prices are an in- vitation to visit Macy’s Candy Shop. Macy’s Special Week- thd Packet, 79¢ Hard Minte— In large box, ready wrapped. Macy’s Mi‘ Chocolate Broad- ways— Combination of Car- ame! and Marshmallow; pound in box; regular 34c; Y 29 special, Macy’s Chocolate Pineapple Creams—Pound in box; re; ular 24c; special, 1 Macy's, Peanut Butter Blos- soms—Pound in box; regular @4c; special, 19¢ Macy's Old Fashioned Lemon Drops — Pound in box; special, 10c Macy’e—Main Flour and Basement Lucky Men Who Find Their Size in This Underwear || Sport Shirts And practically 89c every size is White and¥ here,for several lots of our bet- ter grade un- derwear, in which the s were broken, have been bunched to- gether for this selling. All the underwear included is of that higher grade which all men want, and which at this price many will be glad to buy. Fine Madras and Basket Cloth Union Suits, plain white or with fancy colored stripes, cont style, and open. Fine drawers. Formerly as much as $1.49. Now $1.19 a suit. Mercerized Union Suits of very fine quality figured Madras; with colored Roman stripes, coat style, open knee length, and with elastic waist bands and closed crotch, Formerly $1.89 Now $5.49 a suit. Light weight gauze athletic underwear, shirts ‘‘pull- overs,” drawers open knee length with double gusset, specially priced, 39¢ a gar- ment. Men’s Silk Sox, 24c Very fine looking hose of silk lisle gauze in black, white, tan, navy and gray; extra double heel, soles and toes, Macy'e—-Main Floor, 85th St. Aide, novelty col- | orings — black and white, col- ored blazer stripes, and than regular “Lowest-i cuffs and coat cut. our week-end price. in the latest shapes. hat, get a new one now Macy’s—-Men's 8! - MEN’S SHIRTS | | Great for these hot days Fridays—and Saturdays ’till noon, are good days for men to visit the Men’s Shop. There’s always something specially priced there that they need and want,—and specially priced means less the-City” prices. Satin Siriped Silk Shirts, $2.49 Of very good silk, beautifully striped with vari-colored satin threads on white grounds, soft No wardrobe is complete without dressy, cool, silk shirts—an economy at Everyday Wear Shirts, 94c The shirts selling at this price are the kind you wish you could buy more pf. and made by a big manufacturer of high grade shirts who is known for his good merchandise. Hundreds of patterns to select from. what you need for everyday wear. STRAW HATS Bright, White, New Ones, 94c Get one while all sizes are here. the last of a few hundred dozen we bought at a special price two weeks ago, some Imported from England, some Domestic. You can’t hide a sun-burnt Low Necks Half Sleeves ny white bodies with silk collars, |\ neatly striped in ferent colors. ST )Ail with — half sleeves, New, Just These are All are new, clean, and