Life — October 19, 1911 — page 5: what you’re looking at

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

Foolish Merchants To-day nearly every tution has awakened or is awakening to the value of good-will. Nearly every business has become honest or is becoming honest by reason of its value in establishing good-will. One of the very late sleepers in the matter of honesty and good-will is the theater. If the average store should lie to its patrons through its clerks and its ad- average theater does, through the man in the box-office and its advertising, there would be a meeiver's the door in less than a year There is a play at a certain theater you wish to see. You go to the box-office. You are told that there is nothing left except box seats. You don't want box seats by reason of their conspicuousness the fact that from them you cannot see su well as from those in the center of the house, and finally for the reason that they cost more than those on the main floor of the theater. But you buy the box seats and on the night of the play, at the end of the open: ing of the third act, you look around and find a hundred seats vacant exact ly in the locality where you wanted them when you inquired at the box-office. How long would the average merchant remain in business whose clerk told you that they didn't have the goods you wanted, who sold you inferior or higher priced goods and then have you discover the exact goods of your aucst in stock. in front of while cha You x0 to the box-office, theater in Chie: business insti- you, awaiting your You are told that Franklin Simon & Co. Fifth Avenue, New York “Parfait” No. 26—“‘ Parfait” Corsets of fine white French Coutil, medium high bust and extremely long hip and back, suitable for slender, medium and full figures: sizes 19 to 32 inches, Special 7,50 Corsets No. 26-A~-Same model of white silk Broche; sizes 19 to 24 inches, Special 16.50 Fall and Winter Style Book “‘Correct Dress”’ Illustrating the newest and most exclusive models of Women’s, Misses’, Girls’, Young Men's, Boys’ and Infants’ ready-to-wear ap- parel, at popular prices. Mailed prepaid out of town upon application. Address Department N. FIFTH AVE., 37th and 38th Sts., N. Y. PARIS GARTERS No Metal Can Touch You Ace the universal Sirst choice. They are the handsomest and most durable Garters made and afford the maximum of comfort. ‘There’sa printed guarantee of satisfaction with every pair. Look for the name PARIS on every garter. A. STEIN & CO's Makers CHICAGO’; : U.S. AL ABBOTTS ‘Makes the best cocktail. A pleasing aromatic with all Wine, spirit and soda beverages. Appetising, healthful, to use with Grape Fruit, Oranges, Wine Jelly. At Wine Mer- chants or Druggists, Sample by mail, 25¢ in stamps. C. W. ABBOTT & CO., Baltimore, Md. there is nothing 4—all sold You go to the girl in the news-stand Hotel La Salt this out she tel theater in comes that she ou two in the fourth row wt requested them directly of, say, the phones to same and the reply your presence can give just where from the theater, the only difference be- ing that you pay so cents more for them through the hotel news-stand than the price advertised by the theater. How long would the average facturer last, for i his product for and then lied to you manu: who adver- ale direct at a cer in price about not having them in stock in order to force you to them through a broker at 25 per cent. increase? The theatrical and the worst advertised business int order business is the world The vertised business is that they lie reason that it is the worst ad- more than other advertisers in the world The theaters of the lic in their display but they country not advertising in. the hest newspapers, pay the comicbooks.com