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The

Last One-Third

All

"The dealer's profits are wrapped up
in the last one-third of the line.
his previous sales have gone to pay
back the original purchase price, store-
expense and the over-head. On the
last one-third is where he makes his
money.

If the goods have consumer-confidence
back of them, developed by advertis-
ing, they sell; the dealer makes his
full profits. If he finishes the season
with a bunch of shelf-clingers, non-
standardized goods, he loses."

The above is an expression from a piece of dealer literature recently prepared by us for one of our clients. In the completeness of our merchandising service, we look upon the work of selling the campaign to the dealer as important as the preparation of the advertising.

To manufacturers who welcome intensive, practical application of principles like these in conjunction with their dealer work we are ready to extend our full service.

MALLORY, MITCHELL & FAUST

(Inc.)

Advertising and Merchandising Counsel Security Building - - Chicago, Ill.

Established 1904

MIM

"That's From the New York Office"

Even the office boy knows the branch office mail at a glance when a special color paper is used.

A printer gave this firm the idea, and the printer got it from our portfolio, "The Signal System."

This portfolio shows how, by availing yourself of the 12 colors and white in which Hammermill Bond is made, every form and record identifies itself before it is read.

Your printer knows Hammermill Bond and can get it. Its quality is standard. Shopping around for a better bargain is simply wasting time.

Made in three finishes which produce a smooth, a ripple, or a linen surface. The 12 colors and white give a wide assortment from which to choose.

Our portfolio, "The Signal System," will be sent
you on request. It contains a variety of sample
forms showing how the system may be applied.

HAMMERMILL PAPER COMPANY, Erie, Pa.

Look for this Watermark-it is our Word of Honor to the Public

HAMMERMILL

BOND

"THE UTILITY BUSINESS PAPER"

to write helpfully on the subject without discussing an endless array of details. It is difficult to make these appear as important as they really are.

The retail salesman differs from the wholesale salesman in at least one particular and that is that the former has little opportunity to use heavy artillery in his selling. His methods are milder, less forceful and in some respects more skilful. He does less arguing, but becomes adept in making sales by suggestion. The idea that he is actually selling is not so obvious. His main function is to cater to people and to give them service. He does not go to them; they come to him. And when they come, presumably it is their intention to buy. Some other force created the desire to buy. He should close the sale. To do this successfully he must know human nature and be master of the hundred and one little knacks of appealing to it.

THE CLERK A LINK IN THE SELLING CHAIN

Advertising is not stealing the clerk's job away from him. It is giving him an opportunity for greater usefulness. It is making it easier for him to sell. Time was when the retail salesman had to do all the selling. To-day he is only one link in the selling chain, although a very necessary one. The manufacturer's advertising and selling "helps," the retailer's advertising, window and store displays, all work together to send live prospects to the clerk. Most of them are already sold. To close the sale all he has to do is to follow the law of least resistance and cater to the buyer. Of course this catering job is often a pretty large programme. It means that the clerk's personality must not obtrude on the buyer. His dress, speech or manner must not give offense to the buy

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things to get on the right side of the buyer he can at the same time be leading him on by the subtlest suggestions to buy what he (the clerk) wishes him to buy.

There is no doubt that the clever retail salesman, who has mastered selling psychology as it is daily practised across the counter, makes a good copy-writer when he is able to put his art into printed words. Unfortunately, however, not many seem to have this ability. But even though they may not be able to write copy, they make mighty good critics of it. Every advertising man should aim to submit his copy to successful retail salesmen. He will find that they can give him some very shrewd slants on it. Very often they will instantly put their fingers on the unsuspected flaws in a merchandising proposition.

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"No. Everything's going splendidly. You needn't worry. My bankers will guarantee me all right."

"Then why haven't you paid up?"

"Well, you see, those threatening letters of yours were so well done that I've been copying them out and sending them round to a few customers of my own who won't pay up. and I've collected nearly all outstanding debts. I was only holding back because I felt sure there must be a final letter, and I wanted to get the series complete."— Harper's.

Paul Gifford Appointed Adver

tising Manager

The Hamilton Watch Company, Lancaster, Pa., has appointed Paul Gifford advertising manager, succeeding Robert E. Miller. The latter has been ap pointed secretary of the Hamilton Corporation, a subsidiary concern manufacturing measuring and recording instruments and specialties.

Mr. Gifford was associated in the past with Allen, Slade & Co., Inc., wholesale grocers of Fall River and New Bedford, Mass.

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Tea Company to Start Thirty Economy Stores

A few weeks ago PRINTERS' INK announced that the Union Pacific Tea Company was giving up premiums and hereafter would operate more on the straight merchandise plan. As an outcome of this move, it is now reported that this concern will shortly open thirty economy stores in the State of Kansas.

A plan of operation similar to that in use by other successful chains in this field will be followed. Managers are obliged to run their stores alone until the weekly sales amount to over $400. Then they are authorized to employ clerks. Managers are given a salary of fifteen dollars a week and a percentage of sales when they run beyond $300. The salary schedule itself varies as sales rise above certain limits. The Great Atlantic and Pacific Tea Company pays its managers sixteen dollars a week, one per cent additional on their sales, regardless of their amount, and during the last two quarters has been able to give them a bonus of ten per cent of their salaries.

These economy stores are gradually supplanting all over the country the well known premium-giving tea establishments. The high cost of premiums, the necessity for greater economy in retailing and the seemingly greater opportunity which the new kind of store offers, are some of the reasons given for the change.

"Victory Bonds" for Next
Issue?

WEYENBERG SHOE MFG. Co.

MILWAUKEE, WIS., July 28, 1917. Editor of PRINTERS' INK:

In PRINTERS' INK for July 26 is an article, "Name wanted for next Bond Issues." Why not use the words "Victory Bonds" in place of "Liberty Bonds" in the next issue?

We talked "Liberty" all last season and took our cue for "Liberty Bond." We are starting a new season and are talking "Victory"-so why not "Victory Bonds"?

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A. S. SCOTT.

J. A. Martin Will Travel Less

J. A. Martin, advertising manager of the Progressive Farmer, announces that in the future he will spend less time traveling and will direct the advertising affairs of his publication largely from his office in Birmingham. R. B. Farris, formerly with George W. Herbert, Inc. and Wallaces' Farmer, has been appointed an assistant to Mr. Martin.

W. C. Bell With "Canadian Farm"

William C. Bell has been appointed advertising manager of Canadian Farm, Toronto, having severed his connection with the Canada Permanent Loan and Mortgage Corporation.

Service First

WE

E take pleasure in announcing that we have added to our executive staff

Mr. Benjamin Akin.

Mr. Akin, who for the past five years has been Sales and Advertising Manager for Huyler's, has had an exceptionally wide and successful experience with the drug and grocery trades which cannot fail to prove valuable to many of our clients.

During the past three years we have announced in Printers' Ink a number of important additions to our organization. It is significant that every man thus announced is with us today. Instead of recording changes, the entire series of our announcements has recorded solidity and cumulative progress.

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Atlas Advertising Agency

INCORPORATED

NEW YORK CITY

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