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MONDAY. DECEMBER 1\ 190C. 13 CliambsrIin-Johnson-DuBose Company. Cliamkerlm-Johnson-DuBosS Company. Chamberlin-JoKhson-DuBose Company. READ EVERY WORD In these Near Christmas-Days the store that holds the center of the stage must do something better than just talk about bargains—no matter how black, huge and obtrusive the type may be that does the talking. Bargains—the perennial theme—get their loudest, longest, lungiest inning at this special,season of the year. The, rattle and clap,.and flash and dash of antique advertising phraseology is dinned into your pulsing ears—hyperbole, runs riot, aged metaphors arc marshalled out—until you weary of the mass and mentally consign ALL merchandise news into the limbo of forgetfulness. ‘ It is by just such sharp .contrasts that OUR business stands out in big, bold relief. The background created by others gives distinctive and fascinating perspective to this store. “This store”—THE store—ChamberliirJonsou-DuBose Company. What individual characteristics, what buying methods, what selling system, what store-keeping plans have developed it and its broad success? . The answer holds a vital interest for you. Many deeply-rooted evils had to be dug out of trade practices before the tiny sprig that held the bud of our new ideas could be grafted upon the economic body. In the early days, we had little beyond grit and faith to keep us true to tilt! great principle that appealed to us. But years of unswerving fidelity to.our standards and ideals have met their reward in the CONFIDENCE that the people of this com munity yield us. The store is filled with beautiful things—things for domestic use and personal adornment—selected with exquisite taste and nice judgment—concrete proofs of our capacity to bring you all that the productive skill and, artistic genius of man evolves for your comfort, or health or happiness. But THEY are not the controlling elements of our continuous and cumulative success. If asked to name the ONE in fluence which, above all others, contributes most strongly and winniuglv to our increasing activities, we would unhesitatingly say: “Your complete confidence in our printed statements.” We hold to the belief that business lies are REAL lies, and would as soon impose a falsehood upon our intimate per sonal friend in private conversation as to betray our trusting customers by tainting our public announcements with a prevari cation. Strict veracity governs our advertising. No equivocation; no subterfuge; uo sham—no touch or shadow of misrepresen tation would be*tolerated for a moment. The truth is strong enough for us. , The chief difficulty is found in telling the WHOLE truth about the goods and prices. The vocabulary at our command is frequently ..inadequate to convey a proper impression of the values we offer. Then it is that we dispense with descriptions, ignore arguments, refuse the feeble help of language and drop into figures—simply stating what the article is worth, pleasured by the current market, and the price at which we will sell it. All the foregoing is merely to emphasize ONE great frfct. It is this: Don't lose your head—and, incidentally, your money—during the tumult and ferment of these over-wrought, high-pressure days. Plan your buying intelligently; execute deliberately. Remember, the store which serves you best every other day in the year will continue to serve you best during the hurry and hurrah of the holiday time. Read advertisements—read them CAREFULLY. They will help you to discriminate agaiusf the unworthy, and in favor of the worthy. For, in spite of himself, tli? personal quality of the merchant will pervade his utterances, even if they are printed in cold type. And, stored away in the remote recess of a tiny brain cell that does your subconscious thinking, is a diminutive trap that will catch the trickster, no matter how elusive and subtile his sharp practices may be. Test all we say by Women’s Suits and Costumes—$15.00 to $125.00. We haven’t been shrieking “Bargains” at you in telling of our stock. Nevertheless, they are here—in qualities and quantities unsurpassed by any other local house. Make some comparisons on your own account/ Place our garments alongside of others at the same prices. What does it show? YES, WHAT DOES FI' SHOW? Only a glance is needed to convince you of the superior style, the better finish, the daintier elegance, the sturdier cloth and richer general excellence of ours. Try the same experiment with any other stock: Furniture, Carpets, Rugs, Jewelry, Furs, Handkerchiefs, Gloves—there’s but ONE result: All other offerings are dwarfed and obscured bv the bigger, brighter, better values found here. „ Cl tan iberl ih-J loli inssn-D uBose Cempan/ ^ » l I