taxi company died in infancy, in spite of the general howl against exorbitant taxi rates, simply because people disliked to be seen riding in a cut-rate vehicle.

If a man should offer you postage stamps at less than face value your suspicions would be aroused.

The new conditions created by the war are hastening the time when the customer will look with suspicion upon the store which offers standard goods below established price.

You often have had to call a customer back to get his change when he laid a quarter on the counter for a twenty-five-cent article. He wasn't looking for a cut price.

The "Messenger" has received many letters from druggists commenting upon articles in previous issues by "A Reformed CutRate," most of them commending his stand. "The whole business takes grit and honesty, mostly honesty," writes one full-price druggist. "It pays," seems to sum up these letters.

Why, in the face of all of the rules of efficient merchandising, persist in cutting prices?

To Extend Raisin Market
Abroad

C. A. Paulden, until recently Eastern representative of the California Associated Raisin Company, is in charge of a campaign of the company to widen its foreign market. While the war lasts, export efforts will be confined to the Orient, with a drive of lesser proportions in South America.

Last year California marketed 150,000 tons of raisins, as compared with 132,000 tons in the preceding year. Advertising will form an important part of the campaign for larger markets abroad.

Street Railway Fights Municipal Control

The United Railways of St. Louis. which control all the street-car lines of the city and suburbs, is using large display space in all the St. Louis newspapers to address the citizens, in view of suggestions that the city assume joint control of the system.

Howard L. Bergen, for a number of years with the St. Louis Republic, and later with the Post-Dispatch, has entered the advertising department of the St. Louis Times,

THE Chicago Board of Un

derwriters has opened its $20,000 campaign in local newspapers to bring home to policy-holders the increase in property values and the need of protecting themselves on the new valuations. The campaign is notable in that the personal sales element has been synchronized with the advertising in a manner which promises a maximum of success.

Advertising insurance, however, holds no novelty. PRINTERS' INK, several years ago, described the co-operative campaign of Nashville, Tenn., life insurance men to

RUINED

develop new business. Since then luke-warm campaigns have been launched in a number of cities. Now, however, come the Chicago underwriters, in a campaign fashioned according to the size of the task and marking an increasing appreciation of advertising as a factor in developing insurance business.

For years the insurance men contended that because of the small margin involved, fire insurance on household goods and small properties was something to be bought rather than sold. Since the beginning of the war,

however, personal property, real estate and merchandise stocks have tremend

value. With the change came an increased market for insurance. Increased insurance valuations represented larger premiums and greater margins. Altogether

it looked like a madeto-measure market until the insurance men began to realize that word-of-mouth solicitation wouldn't

go far in educating buyers of fire insurance that their properties had greater market value and old policies should be rewritten to cover the cost of war-time replacement. True, they could have used direct mail to reach the heads of families. But the insurance men wanted to reach all members of a family, all employees of shop or office, and all the

the

directors of business concerns. Not only must they reach them, but they must educate them to the necessity of adequate fire protection and the factors which operate toward fire protection at a minimum of cost. Under the circumstances, newspaper campaign was launched. In order to spread the appeal to all classes of policy-holders, the advertising was placed in seven of the city's English-language papers, as well as in ten foreign-language publications. Full pages are being used in each publication, to be followed by a series of smaller ads.

Much the same as manufacturers in a custom bound field, the individual insurance companies are looking to the Underwriters' campaign to set the public right on problems too large for solution by individual effort. Through the campaign, fire frequency statistics are coupled with comparisons of past and present values of properties. Various classes of fire protection buyers, the householder, the retail merchant and the manufacturer are appealed to in turn. "Worth But Half," for example, is the heading of one page advertisement which points out the danger to the fire-stricken merchant who has neglected to increase the insurance on his stock and fixtures to meet wartime values. "Property loss is not your only loss," the copy admonishes. "Loss in profits, in rental values, in rebuilding undestroyed portions of buildings-(unless you have wisely seen to it that your policy also covers profits, rents and demolition)-loss of time, interruption to business-loss of unreplaceable belongings and records-costs of personal injuries -inconveniences moving expenses-these are great enough.

"Do not add additional burdens through failure to carry enough fire insurance to replace your property at present high prices. . . . Fire insurance companies will pay you 'the actual cash value at the time when such loss shall happen'-the then existing market value-if you will properly insure."

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