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HEARST’S SUNDAY AMERICAN, ATLANTA, OA., SUNDAY, DECEMBER 14, 1013.
S> Merchants and Manufacturers' Bulletin S
CONVENTION IN FEBRUARY
Wholesalers Will Put on Especially
Attractive Prices for the Occasion
and Hosts of Buyers Are Expected.
Atlanta Is Now a Big Market.
How Much Should
Buyer Be Favored
By the Retailer?
| This Question Is Causing Wid« Dif
ference of Opinion—Independ
ence of Dealer Considered.
When He retar.v Harry T. Moore
stated in his annual report that the
hnsro pale** of Atlanta wholesalers
during the past year had been dou
bled. the <]i* ussion of a "Gala Week"
Immediately followed, which resulted
In a decision to hold such an event,
and plans have been begun for such
an occasion. The time for this week
of entertainment has not been defi
nitely decided, but It will be some
time in February. This Is an espe
cially pood time for such a gathering
Inasmuch as many merchants will be
coming to market.
Atlanta has grown in recent years
to be the b**t wholesale market in the
South in all lines, and many retftilers
are coming here each season to buy
their goods Instead of traveling far
ther Kast as they used to do. In this
way they are saving a great deal of
time and expense and are helping the
merchants and imtnufacturers of At
lanta to build up a wholesale market
that will be of permanent value to
every retailer in the South.
Atlanta Markets Popular.
The custom of going to market at
such a “time as this or at any ordi
nary season is one which is becoming
more popular every year. The mer
chants have found if profitable to’
patronise the Atlanta market, not
alone from a merchandising stand
point. hut from a healthful and edu
cational standpoint as well.
In the coming convention Atlanta's
cordiality toward her merchant visi
tors In the past will he increased, and
an entertaining program will help to
express her welcome to them During
the convention the local wholesalers
will put on especially attractive prices
and the showing rtf spring goods will
be complete.
The 1913 annual meeting of the
Merchants and Manufacturers' Asso
ciation was one of the brightest and
most interesting ever held. Many in
teresting talks were made and re
ports came from everyone of good re
sults from the association's activity.
Much Advertising.
The advertising committee reported
that during the past year it had used
4,000 inches of apace in daily and
weekly newspapers and 37 solid pages
in trade journals; and that it has dis
tributed 816,000 pages of advertising
literature among a selected list of
50,000 Southern merchants.
Another report was that 2,000 mer
chants registered and were enter
tained here during the August "Mer
chants’ Week ”
A campaign for nsw members was
decided upon. Every merchant and
manufacturer in Atlanta will bo in
vited to Join the association. Secre
tary W. If. Leahy, of the industrial
and Statistical Bureau of the Atlanta
Chamber of Commerce, promised his
aid In this movement.
Cheap Postage for Mail.
A resolution offered by E. L.
Adams, favoring penny postage for
first-class mail and requesting Geor
gia's Senato.s and Representatives to
aid in the passage of. bills now pend
ing for that result, whs adopted
unanimously.
The following directors, who will
choose officers for the coming yenr at
a later meeting, were chosen; H. It.
Wey, Willis Kagan, A. H. Mcltan. H.
E. Choate, E. L. Rhodes, E. G. Thom
as. Myer Regensteln, J R Little,
Haunders Jones, L. W. Brown. E. M.
Hudson and Henry Wyatt. J. k.
()rr, retiring president, was made an
ex-officio member of the board of
directors.
GEORGIA PRODUCTS DAY
EVERY DAY WHEN YOU WEAR
ARAGON
SHIRTS—PANTS—OVERALLS
MANUFACTURED BY
A. M. ROBINSON COMPANY
59 North Pryor St. Atlanta. Georgia
Vollmer Manufacturing Co.
We Cater to the Retail Jeweler Only
Manufftrtnrera «nd Designers of Fine Jewelry. Engrav
ing Diamond Setting and Watchmaking a specialty.
Special Design* ir Platinum. Let us do your diamond
mounting and repair work.
Bell Phone
Ivy 1670
Moore Bldg.,
Atlanta, Ga.
THE MAIL ORDER COFFEE ROASTERS
ATLANTA COFFEE MILLS COMPANY
/
Blender* of High-Grade Coffee*
Special Blende
EUREKA, ATOO, SQUARE DEAL
Rich In Flavor, Freah and Pur.
Ask Your Grocer.
Buy Your Coffee Direct From
the Mill—Roasted Daily
402 Edgewood Avenue, Atlanta, Ga.
McCLURE TEN CENT COMPANY JSSS*-
Importers, Jobbers, Distributors
GOODS TO RETAIL AT 5c TO $1.00
Write us about opening a store or department of this kind for you
CAPITAL CITY TOBACCO CO.
176-178 Marietta St. Atlanta, Ga.
IMPORTER* AND JOBRfR*
The Only Exclusive Tobacco House in Georgia
When in town come to see us or write us for new price list.
It will be worth your while
1
I
THE EDISON DICTATING MACHINE
■',S HALF THE TIME. EXPENSE AND TROUBLE OF LETTER
WRITING
Orange by Thomas A. Edison. Sold, demonstrated s*nd guar
anteed in Georgia by
BA YUS OFFICE EQUIPMENT CO.
Office Furniture—Commercial Stationery
No. 1 South Broad Street. _ Phone 341
Does the average retailer want to be
entirely Independent? And in It good
business to sell his cuntomer* what they
don’t want and compel them to buy it?
Anri hasn’t the consumer grown to
"want what he wants whe» he wants
It?” And. above all. would it in the long
run make any more profit for the mer
chant?
These are questions on which the
merchant, manufacturer and„the dealer
In bulk goods are Inevitably at variance
and the retailer must settle for him
self which camp promises ultimate suc
cess for him. It is not a mere question
on which "education" will produce a so- I
lotion, though it may bring to the study
of the problem a highei degree of in
telligence.
Presumably the retailer is in business
to make money There may also be a
degre** of altruism about it. but funda
mentally. the lodestone Is profit. What
ever at once pleases the customers and
brings in the most profit in the shortest
time Is doubtless the best tiling for the
retailer to handle. The claim of the
manufacturer Is that the advertising of
ti brand creates f<»r It a demand, steady
and continued, which relieves the retail
er of Introductory work, eliminates his
responsibility for ihe product and guar
antees to the consumer uniformity in
quality. In other Words, the manufac
turer lias relieved the retailer of much
of his former work, done it for him and
certified it all in the label.
Why he asks, shouldn’t the retailer
take advantage of a ready-made de
mand. easily sold and sure to bring re
peat orders? It will bring him the sur
est volume of business and pay him a
surer and easier profit In a given time
than trying to persuade the consumer
to buy something else he doesn't want,
but which the grocer wants him to have
because he makes more money on it.
Artificial Prices Are
Not Fair to Public
The common law took a stern view
of persons who in other days created
an artificial scarcity or ny other
means expanded their profits unrea
sonably in handling articles of prime
nt?cessity.
In the course/of time traders have
discovered and invented means «>f
dealing with markets nearly as wide
as the world, and there is a very
strong feeling throughout the com
munity that the prices of the neces
saries of life are artificially en
hanced. and that if the.removal of the
duty from meats has little effect on
their prices it must be due to the con
trol of the grray Chicago packers hav'e
of the primary markets in Argentina
and Australia, and possibly In Canada
also.
When wo arc told that the farmer
gets 7 cents a pound for his beeves
and the consumer pays 35 or 40 cents
a pound for his meat, we are being
misled. A good deal of the weight of
i beef animal will not bring 7 cents a
pound, and only a small part wiil
uing 35 or 40 cents.
But w hen we are seriously told tha1
four packers made more money last
year than all the cattle raisers in the
country put togethei we can not fail
o feel that beef prices must be arti
ficial.
Typewriter Expense
Soon To Be. Lowered
he
.-1
from
It Is r matter of common knowledge
that a typewriter platen affects directly
the physical and nervous state of the
typist, the amount of noise incident to
typewriting, the speed of operation, the
clearness and number of impressions,
and the life of the ribbons and carbon
paper.
with this in view, according to Office
Appliances, a Chicago concern, has put
on the market a platen which. It is
said, produces unusua ly off 1* lent work
In all of the particulars mentioned
above. With each typewriter roller that
Is sold the company gives tlie following
guarantee; That the sharp metafile
click of type upon hardened rubber is
reduced to a dull thud; that much more
work can bo done on a machine in a
given time, because the resiliency of
the roller throws the keys back quickly;
that the original impression and copies
arc. exceptionally clear, and that as
many as seven to ten, distinct carbon
copies can be made at one tin
Not the least Important f«*a<
company's guarantee that tl
its platen will effect a saving
50 to 75 per cent in ribbons and carbon
paper The roller is built on a solid
wood core, around which there is a
thick layer of sponge rubber filler, to
give resiliency and reduce the noise of
type Impact.
Covering the whole is a specially
vulcanised rubber sheath, which gives a
hard, smooth surface that is said to
withstand indefinitely the tendency t»j
form indentions.
Courtesy Necessary
To Business Success
Competition has become so keen I
and the bid for public patronage so |
'nsistent that It is a matter of the i
first importance for the business in
stitution which w ould succeed to-day |
to oe popular, to have the good will ol '
Us patrons.
The officers of a bank, for instance,
know that they must win and hold the
favor of the public, or go to the wall.
They know that they can not snub
their customers to-day. as they once j
could when there were fewer banks, j
without losing business.
When a score of banks soliciting his i
business and offering every possible
inducement to secure it, it does not ;
require a very keen insight into hu
man nature to know that, other things I
equal, the business man will patron
ize the bank that has fhe most pleas- j
ing, the most, agreeable officers and
clerks.
It is human nature to like to be J
treated with courtegy, with consider
ation.
Bank officials often wonder why Mr.
So-and-So has withdrawn his pat
ronage. and they will probably never
know that it turned upon a hasty re-
TO TALK POLIO!
ST MIL MEET
Atlanta Jobbers Interested in At
tempt to Protect Consumer.
Date Is January 22,
Ixjcal jobbers are greatly interested
In the regular annual meeting of the
National Wholesale Dry Goods As
sociation to be held in New York
City in January.
The National Wholesale Dry Goo Is
Association is made up of the largest
Jobbing houses in fhe country and hu-j
already done much to correct trade
abuses and to improve conditions
the Jobbing dry goods associati »n.
The association was formed some nine
years ago and has had a very active
career. It now expects to largely
increase its membership by operating
in such a way as to win the approval
of the wholesalers of dry goods in
larger numbers in the various distrib
uting centers.
The association will endeavor to
promote ideas of distribution which
are in accord with th«- best business
methods and which have the ap
proval of progressive minds in the
merchandising business, and it will
be the constant effort of the organi
zation to bring its influence to bear to
furni-sh a solution of many of the
problems which are confronting the
wholesalers to-day.
To improve Quality.
In all probability *the association
will take considerable interest in Im
proving the quality of manufacture!
goods in the line with a view to rais
ing the standard of goods handled by
the wholesalers generally.
It will be the further effort of the
association to disseminate ideas tend
ing toward the protection of the **e-
taifer and consumer in the matter of
quality of goods, so that the whole
salers of dry goods may be found in
the front in the matters of such re
forms as »re deemed to be proper'for
the protection of the public, instead
of dragging in the rear, as has too
often been the case, bv the distribu
tors of commodities, which has been
the subject of ’ nblic attention.
The association fully realizes th»t
its activities interest not only Us
members, but manufacturers and re
tailers as Well not excepting the
consumer who is interested in all mat
ters of this kind.
It will, accordingly, be the purpose
of the association to promulgate and
disseminate information concerning
services rendered by the wholesalers.
This w ill aim to be educational in a I
large degree, recalling to the minds
of those associated with the business
the status of the wholesaler to-dav, 1
the variety of the stock he carries,
the services he is prepared to render
and the economies which are effected
by his operations.
Must Convince Public.
The wholesalers of dry goods real
ize to-day that there Is nothing in the
economic world which has not the
inherent right to live, and that there
must be the constant demonstration
of this right to live on the part of
every factor in the trade. If this dem
onstration can not be conducted to
the satisfaction of the consuming
public, it is a recognized fact that
there will be a spread of the idea of
co-operative buying by consumers,
and such experiments will take pla^e
in this country as have taken place
in several foreign countries in recent
years.
In harmony with the work of the
association toward the dissemination
of information concerning the position
of the wholesaler, there will also be a
vast deal of cost educational work
done. This will be in the form of
investigation into the possibility <>f
effecting economies in the mainte
nance of wholesale institutions and
determining what items are properly
ehargeabdle to the expense account
and what percentage the various de
partments should bear to the gross
sales.
To Lessen Expense.
Through this means it is expected
that where one department in one
business appears to show abnormal
expense the fact will be apparent
through comparison with other ex
pense accounts, and it will be possi
ble to investigate and attempt to les
sen this expepse.
More General Use
Of Fruit Is Seen:
Orchardist Lucky
Little Danger of Overproduction Is
Expected—Grower Has Advan
tage Over Farmer.
EDSTDFSALES
More and more fruit is coming into
use, and there is little danger of over
production. Without much trouble in
almost every yard of city homes one
or two or more trees or grapevines
can he set out, and if watched and
tended will bring both pleasure and
profit.
One advantage the fruit grower has
over the ordinary farmer should not
be lost sigfit of. The farmer must
cultivate and reap and stow away his
corn and hay and grain, with theoft-
time fierce heat of summer beating
upon him.
The orchardist gathers his rich
spoils under the soft autumn skies,
when it is a joy to be out, when the
genial sunshine lingers caressingly,
the nuts rattle down through the
branches and the tinted foliage flut
ter* leaf by leaf to cover the bare
bosom of the earth stripped of her
summer greenery.
It is not necessary to be a fruit
grower or a fruit gatherer to find a
pleasure and satisfaction in a day’s
hunting or/tramping at this season,
peculiar toy itself, and which no other
mark of a teller, a little disposition on
the part f>t some official to be unac
commodating
‘Amateurs' Have No
Place in Retailing
Selling goods at retail is a man’s
job. If anyone thinks that he can
start in with no more experience and
understanding of the manifold intri-
cacibs of merchandising than a child
possesses, and make an everlasting
success of it, that person is likely to
receive many a "bump” before he
leaches the state of man’s discretion.
Lots of people who have gathered
together a few hundred dollars by
hard work and scrimping, look upon
the existence of a retail dealer as one
long, pleasant dream, with nothing to
do but hand out the goods and bank
the profits'
Neither Books Nor Other Estab
lishments Can Help Retailer
Solve Stiff Problem.
In the present day of keen competi
tion it is needful that the merchant
should take account frequently of his
selling expense. There is a disposi
tion among too many business men
to accept a conventional selling cost
as the basis on which to figure their
selling price.
As a matter of fact, the selling ex
pense may vary greatly. A merchant
may be doing business at less expense
than formerly because he has in
creased his sales without adding tc
his labor hire or his rental.
Or he may be doing the same busi
ness on an increased rental an en
larged pay roll and an expanded ex
pense on delivery. If he is doing busi
ness on a smaller average cost, he : s
In a position to figure a lower profit
and so make farther gains in sales,
If he is doing business on an in
creased average cost, he has need tc
revise Immediate’” his scale for flgu r -
ing selling price.
But for his guidance in either In
stance there is but one source from
which he can obtain useful informa
tion, and that is in neither theoretical
books nor other business enterprises,
but in his own establishment.
Methods of Selling
Undergo a Change;
No More ‘Haggling’
Psychology Still Helps Customer, but
Old Practices No Longer Cause
Him Worry.
"Methods of merchandising have
undergone a curious and significant
chance in 25 years. With the intro
duction of psychology into the study
of the needs of the buying public, the
progressive merchant no longer hag
gles, banters or blarneys in the game.
We have developed out of methods
sensational and misleading to sane
and honest effort to establish com-
pelte confidence.” said a well-known
merchant the other day.
"More time and thought Is spent la
planning to present a special line of
mercliandl.se than in advertising to
sell inferior articles far below cost.
No matter how much the people enjoy
being 'fooled,’ as P. T. Barnum, tha
king of all advertisers, shrewdly
guessed, there comes a time when the
majority won't be fooled, and then
the merchant and the advertiser must
get together to win and hold the con
fidence of their customers.
"it was a motto of the old school
that a clerk should never let a cus
tomer depart without selling him
something. The trick to-day is to
know what the customer wants, sell
it to him without haggling over the
price, and never bully anyone Into
buying.”
THE HIR5HBERG CO.
CV.A| .TV^ Al WAV'S
- v.*rr brAtco ^
GLENDALE
J
f:
FOUND !U — HERE
SUdionery&nA Dru^ists Sun Aria
IB-15-17 NELSON ST.
ATLANTA
♦
E. L. AO AMS C
WHOLESALE GROCERS
OUR MOTTO: First Quality Merchandise
and Prompt Service.
Big Four Gas Tractors
Manufactured in Three
Sizes
The only 3-speed, 4-cvlinder gas tractor on the market.
You pay nothing for the Big Four Gas Tractor, nor make
settlement of any kind until you are fully satisfied with a
practical demonstration.
The accessibility and simplicity of the Big Four will
create wonderful impression on you and the record of low
cost of maintenance will look possible to you when you see
this machine.
This is a Tractor that makes profitable fanning possible
and a reality and we can show you in the field, on the road,
or on our floors the lack of vibration—the necessary feature
in adding horsepower and endurance.
We unload and start the Big Four at our expense, show
you how easy it is to operate and give you every necessary
aid to go right ahead with your work. We want you a
satisfied customer at the start, and extend you the same
protection as long as you are a Big Four owner.
The gas tractor day is here.
We can give 1,000 instances all over the country where
the Big Four Tractors are doing great work.
We would be pleased to have ypu call at our store and
let us show you the Big Four “20” and Big Four “30,” and
there is not the slightest doubt hut that you will be
interested.
We would be pleased to see you, or receive your inquiry
for catalogs and prices.
MALSBY COMPANY
438-440 Marietta Street
Atlanta, Ga.
WORK, FOR THE NIGHT IS COMING
Look Over the List and Help Your Sunday School Earn the Big Xmas Tree
IT - COSTS - NOTHING - TO - VOTE
-EACH SUBSCRIPTION COUNTS 2,000 VOTES-
MERCHANDISE IMPORTS.
Imports of general merchandise at
New York In the week ended No
vember 22 were valued at $14,810,380,
a loss of $3.S56.606 from the previous
week. Imports of dry goods also
showed n loss, being valued at $3,-
052.S44. Withdrawals from bonded
warehouses were valued at $707,436, a
drop of $23,000 from the previous
week. /
A
FREE
TRIP
To Atlanta is avail
able to the mer
chant who buys an
adequate bill from
the members of the
Merchants’ Asso
ciation.
Write to
H. T. Moore
SECRETARY.
Rhodes Building,
Atlanta.
1
SPECIAL
PRIZES
For Scholars
Dolls
Bibles
Books
Watches
Roller
Skates
First tree .- ; $100
With 600 boxes of candy and 600 oranges.
Second tree $75
With 500 boxes of candy and 5C0 oranges.
Third tree V.. $50
With 400 boxes of candy and 400 oranges. %
Fourth tree $25
With 300 boxes of candy and 300 oranges.
STANDING OF THE SUNDAY SCHOOLS
Subscriptions Verified up to Noon Friday
Ponders Avenue Baptist Church ..
12,000
Cooper Street Baptist Church
24,000
Tabernacle Church
14,000
Payne Memorial Church
20,000
English Avenue M. E. Church . . .
12,000
Oakland City Baptist Church
1.000
Jefferson Street M. E. Church
26.000
East Point Baptist Church
4,000
East Atlanta Baptist Church
16,000
Capitol View Baptist Church . .
1,000
College Park Christian Church
24,000
Asbury M. E
22,000
St. Luke’s First M. E. Church .. .
14,000
Walker Street Church
1,000
Hapeville Baptist Church
12,000
Druid Hills Presbyterian
1,000
Mt. Vernon
1,000
Georgia Avenue Presbyterian
1,000
Associate Reform
1.000
Moore Memorial Presbyterian .
1,000
East Side M. E
1,000
East Atlanta M. E
1,000
V
Call, Phone or Write Xmas Tree Dept.
Phone at L l: 8ooo 20 East Alabama St*—Open Evenings