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THE ATLANTA GEORGIAN. -rrEonxY. PKc'KMnr.n is. iv* Everybody Knows The Store This Advertisement Fits • - f Retail business is a peculiar business. Prob ably that’s why so few who engage in it realize n really great success. And when we use the word “success,” we do not limit its application in any narrow or restricted sense. The theme-words of our advertising must always be considered in their deepest, broadest, aud highest significance. ♦ For example: We Do Not Measure Our Merchandising Success Merely By The Amount Of Money We make. The accumulation of wealth requires no spe cial spark of genius, calls into action no lofty artistic motif, demands no finely-wrought dis criminating ability, brings into play no distinct ive creative capacity. Anybody may make money—by hook or crook. Money-making of itself is the lowest, basest and most sordid of all inspirations to human en deavor. In New York a bootblack has amassed a great fortune. A head waiter has saved his “tips” and with them returned to Ireland and bought a castle. A joekev has ridden himself into the ownership of vast wealth. A former rag-picker now plies his own line of steamers between the ports of Italy and America. It isn’t even necessary to possess character, or the qualities of common honesty, in order to grow rich. We are in business to make money, of course. But if our efforts were bounded solely by the money they brought us we would quit business at once. Now, read the following sentence—and .re member it: The bare love of profit alone could never have created the bond that unites the people of this community and vicinage to Chamberlin-J ohnson-DuBose Company. come in the effort to secure it. Read on. Whether you arc rich or poor, we advise you to buy moderately, rationally and intelli- / gently. J ’Don’t dissipate your money by indulging in extravagances and excesses. Make selections » conservatively—be controlled by sense and good taste. 'And by all means, buy methodically. Make out a list of the persons who are to be remem bered. Then determine what is the practical or decorative thing that, in your opinion, each would prefer. Then adjust the price in strict conformity with your means—and come here for the next and final step in the development of your Christmas-giving plans. , We have costly artistic things—and we want to sell them. But we can better afford to miss a sale than to encourage any customer to over spend. We had rather sell you what you actually want than to demonstrate our genius in sales manship. If you are not in affluent circumstances, it is evidence of temperamental infirmity for you to be influenced in your decisions by what your more prosperous friends may choose, v* , . * w The store is full of appropriate and tasteful things at 50c, $1.00, $1.50, $2.00, $3.00 and $5.00 that no one need hesitate to bestow upon friend or relative. The great bulk of our Christmas busi ness is concentrated in these lines. ’’’ # Little boys and girls who have only 10c or 25c to spend are cordially welcomed as customers. If we have a salesperson in the store who turns up his nose at a ten-cent transaction, he’s here be cause we haven’t yet discovered his scorn for little things. No, we are not impatient with chil dren—and they needn’t be richly dressed nor have fat purses in order to receive our painstak ing care. Reward, in the form of worldly prosperity, is simply one of the results of our industry aud enterprise. Our real recompense can’t be inter preted in cold tvptv It is that trust you instinctively have in us that ties us to your sincerest, truest service. It’s the charm of the store’s deserved character work ing in subtle but strong ways, that keeps the cockles of our heart in a fine, sweet glow. We desire to excel; we love to give generous / • • values; we dote on a big, bulging buying crowd; we hang on your words of appreciation with grat itude, none the less deep because frequently un uttered. These are the test-days of all stores. Throngs are impetuous. Salespeople work under high pressure. Stocks prove failure or foresight. How do you find tilings here the week before • I Christmas! . i You need not answer. Good nature is in the very air. Sunshine ra diates from your faces and is caromed back, jii glad rays, from the alert eyes of all our people. Everybody beneath the roof is absorbed in that form of activity which yields him or her satis faction and happiness. In many ways all of us are wrestling with the great Gift Question. There is real pleasure and exhilaration in the mental and physical exertion involved in solving the problem. A new and undreamed-of value attaches to the simplest thing with every obstacle over-