Life — August 13, 1908 — page 2: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

On Every Desk 9 This Trade-mark on every box Whether on escritoire or office desk, the presence of Whiting Paper for social or business correspond- ence shows appreciation of details that brings social or business success. WHITING Papers are quality papers—finishes and textures to suit your taste—shapes and styles that are right. Whiting is the name that signi- fies quality and correctness in paper for every correspondence purpose. When you think of writing, Think of WHITING. Obtainable at all the leading stationers. WHITING PAPER COMPANY 148-150-152 Duane St., New York Chicago Boston _ Philadelphia Mills: Holyoke, Mass. POSITION UNRIVALLED IN LONDON, ENGLAND. THE LANGHAM HOTEL, Portland Place and Regent St., London, W.. FAMILY HOTEL OF THE HIGHEST ORDER In Fashionable and Healthy Locality. HERE wasa staid old druggist in a certain city who had been in’ business on the same corner more than forty years. His shop had become a landmark in the town.. He himself was a landmark in his trade. For, when he had first gone behind the counter, it was the usual thing to go in and have the druggist mix you a “draft” for any ill thet did not put the patient in bed. About the time he celebrated his fortieth anni- versary in business, however, two important things happened. The age of advertising began, and hundreds of new articles were brought to public notice through the printed word. That was onc innovation. For the other, he hired a new boy. The inquiry that rose for article after article, through advertising, puzzled the old druggist. People asked for goods he had never sold before. At first he set his face against demand, and tried to meet it with argument. But the inquiries continued. So he began making goods of his own, and in a little while was trying to compete at his little prescription counter with perhaps a dozen of the best pharmaceutical manufacturers in the United States. They had capital to buy raw materials — the best chemists to investigate — scientific proce: and machinery. He had his mortar and pestle. His preparations perhaps sold once or twice. Then people went elsewhere for the advertised goods, and left dead stock on his shelves, Or if it was n’t dead it deteriorated. The new boy was a bright youngster. Within a year he had won the regard of the veteran and begun the study of pharmacy evenings. During his second year the old druggist put hishand on a large show-case in the front of the shop, filled with toilet specialties and druggists’ sundries, and told the lad that he could buy and sell such goods, manage that case in his own way, and have ) Par cent. of the profits to pay for his education. The boy immediately began studying popular demand. Half of this show-case was given. up to staple goods that people bought as a matter of course, and for which When you know them you ll stick to them. PHILIP MORRIS ORIGINAL LONDON CIGARETTES have a standard and they live up to it. The QuoinClub TLTLT Key Pris little 16-pege monthly, half the size of magazine page, will be sent on request fo any Bus- Ines Man who is interested inadeertising. Address Quoin Club Ut FA Ave, BY, sales were likzly to be just about so much a month, no more, no |. Ther was no way in which the could be stimulated to zny marked degree, — But in the other hzlf of his space he placed new, novel goods that were being brought to public attention through wide advertisi hese were things that customers bought apart from their regular expenditures. Very often it was necessary imerel to show them, anda szle was made at sight to people who had already reed about them. More than thar, the manufacturers_of such special ties furnished display fixtures, printed matter tobe distributed over the counter, and othcr selling helps. At the end of a year, sales in the boy’s comer of that shop had triplzd, and_as nearly as the thing could be estimated (for old Mr. Muller hed nocleat notions as to his own profits) the boy’s depertment was clearing about twice as much for the cz pitalin- vested. The prescription counter made a lerger proft per dollar sa f s. But the boy turned his stock oftener. When this boy finished’ school at the head ofhis class, a chemist as well as a pharmacist, the profits from his corner of the shop had not only paid zl costs, but left a surplus with which he bought 2x interest in the business. A few years later, when the senior partner died, he bought the rest, and that is now the largest establishment of its kind in the city. = The successful retail merchant to-day in any line works with the trend of modern specialization. Once upon a time he was a manufacturer, but not the factories make things better,and cheaper,and infinitely more of them Where he formerly tied up capitalin stock, now the manufacturer and wholesaler carry stock for him, and assume responsibility for defective ods, Add to this lightening of his load the immense selling power of the printing press, represented by the manufacturer's advertising, anda tide of demand sweepstow:td the retail shop such as it would te unwise to resist on one hand, ané highly wasteful to neglect upon te other. The merchant who gets anywhere to-day is almost 2 ways found moving with that tide. Wear a Comfort Nasal-filter which filters the air through fine linen a Erevents you from inhaling polle» dust ard other irritating substances Thoroughly tested and merit proved in all climates. Made of sterling silver, light weight, saritary and practicslly invisible. Cleanse under faucet or drop into boiling water. Ifyou live in a dusty climate, work ina dusty place or use an auto, a Comfort Nasal-filter is an absolete necessity to comfort. Price, $2.00. Iv L st Fourth Floor, Globe Bu