Newspaper Page Text
Makes Shopping Saf< In Minneapoli Busy Vigilance Bureau Helps I Win Printer's Ink Gup Minneapolis Journal a Powerful Aid to Local Work Leading Stores' Advertising of High Standard? St. Paul Town Criers' Club Makes Start to Bring Twin City Advertising Standards Together By SAMUEL HOPKINS ADAMS Minneapolis, St. Paul, May 30.?For three years in successii the Printer's Ink Cup, awarded to that club which makes the b< use of its opportunities, has gone to the Minneapolis Advertisii Forum and now becomes its permanent property. In large mea tire this is due to the thorough, fearless and consistent work of tl Forum's Vigilance Bureau. "Moral suasion'" is the watchword the organization, but if the erring advertiser prove recalcitra there is the law in reserve and full readiness to invoke it. In mai other places I have found merchants and advertisers indifferent i contemptuous toward the local advertising organization, or ev< ignorant of its existence. Not so in Minneapolis. Mention tl Vigilance Bureau of the Minneapolis Forum to any local deal and you will elicit a response. It may be appreciation, or it mi be profanity. But they all know about it. In consequence, this city is one of the safest places to she in in the United States. Even the tricky terminology of merchai dising has been all but eliminated, and those sly perversions, Mai churian Fox, Parisian Ivory, Iceland Fox (vide Gimbel's Con mercial Fauna of the United States), Hudson Seal and the liki seldom appear in the local prints. Not only is the Forum effect.** locally, but it extends its activities into the national field and ht materially aided the National Vigilance Committee in many invei tigations, notably that of the Ford Tractor Company. It is n garded with confidence by the straight merchants and with alarr by the crooked ones, and it enjoys the support of the two princip? dailies. The principles, which it has fought for and established an is quietly but steadily broadening, pretty thoroughly permeate th entire commercial fabric of the city. But the Forum did not educate Minneapolis by purely pacifi methods. Its trail is by no means a rose-embowered path of peace It has had its troubles. There was McCaffrey, for instance, an< McCaffrey was, in the earlier days, typical of the inrooted belie that a man's business is strictly his own to run as he pleases, ant the public be Vanderbilted. McCaffrey (P. T. are his Barnum csque initials) as manager of the White Sewing Machine Company perpetrated this somewhat Barnumesque bit of advertising: "Five New Standard Rotaries. Department Store Dealer: Ask $40.00. Sale price, $24.50." Now, new Standard Rotary sewing machines at $24.50 woulc be a good bargain. But Mr. McCaffrey's exhibits were not new They were old models, not carried by the local Standard Rotarj agency for two years previous. When new this model was priccc not at $40 but at $27.50. Moreover, one of the McCaffrey speci mens was considerably marred. When Ira B. Henthorn, then secre tnry of the Vigilance Bureau, called upon Mr. McCaffrey to sug gest a change, the manager was in an inauspicious mood. "You're barking up the wrong tree," said he. "We don' advertise." "Then who inserted this?" inquired the secretary, exhibiting the offer quoted above. "1 did," said McCaffrey. "We don't advertise?often." "Do you think," inquired the secretary, mildly, "that th? word 'new' is justified or that the $40 department store price ii correct )" MA McCaffrey did think so. He thought so quite emphat ically. He also thought various other things, such as that Mr Henthorn was "butting in": that Mr. Henthorn's criticisms were uncalled for and his personal appearance displeasing, and that he McCaffrey, needed no advice as to how he should run his business, He further suggested other localities where Mr. Henthorn might feel more at home. But the Vigilance Secretary is also Scotch. He made a few remarks of his own which, while free of a certain unparliamentary quality that had characterized McCaffrey's obser? vations, were not less but rather more to the point. I hey then held open debate upon sewing machines, the meaning of the word "new," and certain legal aspects of the art and practice of adver? tising. At the conclusion of the debate Mr. McCaffrey said that he had misconceived the purpose and activities of the Bureau and promised to adhere to a considered accuracy in his future excur? sions into print. News spreads rapidly in the mercantile world. Soon it be? came known that the Vigilance Bureau "meant business"; that it couldn't be bluffed, and that it had the law behind it. The big stores got back of the movement. At least two of the local news? papers were friendly. Here and there a small advertiser would show fight; but in ninety-nine per cent of the cases not even the threat of recourse to the law was necessary. If the Portland Ad Club successfully prosecuted a circus, the Minneapolis Advertising Forum paralleled the feat by persuading the local menagerie to amend its claims. The Longfellow Gardens bad been using street? car signs with the legend "Largest Menagerie in the Country." Evidence was quietly collected by the Vigilance Bureau that sev? eral other menageries were larger and presented to the manage? ment, which immediately withdrew the untruthful cards and sub? stituted others. Like all vigilance orgtniiation?, the local bureau get? many complaint? haced upon value claims; and, unlike many of the les? assured clubs, doe? not hesi? tate to act on them. The Forum ha? re? cently puhli?he<l a comprehensive and thoughtful pamphlet on "The Theory of Comparative Value? and Compara? tive Price?," by former Secretary Hugo Swan of the Vigilance Bureau, in which the writer ?et? forth hi? belltf that "comparativa statements are a confidence destroyer" and that their oi? "demoralizes both th? public and bo?iness"'; and there Is a distinct lo? cal trend, particularly with th? large tttr?t, toward this view.* But every now and then th? bureau follows up tome local elalm and invites th? ad? vertiser to prov? hi? point, as was th? cas? with two ?ho? stores. One, /.xine Brothers, advertised pearl gr?y ooz? sued? ?hoe?, worth $12, at $8 ? ?pair. The ?hoe? were purchased ans*. proved to be not ooio ?u?de and not worth |12 a pair, as they cost $5.60. Tho firm agreed to drop that form of offer. Pederson's Bootery pinned its faith to the method of comparing it? own actual price? with the imaginary price? of other ?tore?. "Others charge $9.00; our price $6.85" wa? the legend on on? pair of boot?. Challenged to point out any ?tor? where $8 was charged, the proprietor refused to spec? ify, and took refuge in the threadbare defence that he had never had any complaint? about hi? ad?. The Vig? ilance Bureau furnished him with a considerable number, until he agreed to reform. Vigilance workers naturally expect I cooperation from manufacturer?, deal-1 er? and advertisers whose int? they are protecting. Not always, ever, do they get It. The Minnei I Forum has had an ?unfortunate ei enc? with no les? a concern tha i Howard Watch Company, which I sumably through indifference i carelessness failed to afford p i assistance In the matter of I tecting its own copyright. Whei ! National Retail Jewelers' Associ held its convention here Mr. Hem Addressed the gathering on the Ject of advertising, straight crooked. Afterward the pr?sider the* Michigan Retail Jewelers* Ass tion, who is a Howard watch a called attention to a flagrant cai misadvertising Just across the s from the meeting. There T. B. Do a retniler, was displaying a card this legend, "The Tudor Watch: Now, the real Tudor watch, whic of Howard manufacture, retail? from $65 upward. Before any at could be taken it was necessary tc termine whether "Tudor" is a tr marked word. As a matter of coi the Vigilance Bureau wrote to the ] ?tone Watch Case Co., which own? Howard Watch Co., for informa' asking a reply by wire. The Bu did not get it. In fact, they did get nnything but a painful exhib? of dodging, shilly-shallying and ti wasting. Eventually, the Bureau disgust turned the matter over tc counsel, who took it up with the wi concern's legal representatives. A further delay, and having, presuma determined that an answer would tend to degrade or incriminate tl (in the legal formula), the watch c pany coyly admitted that "Tudor" a trade-marked name to th? use which it is exclusively entitled. All of which should have taken day? at th? outside. It took ?ixty. Disheartened by the long delay, Vigilance Bureau gave up the Idea proceeding leg-ally, and merely notl the offending retailer, who admit that the watch wa? a "-Tutor," no "Tudor," and altered hi? ?ign accc Ingly. How effective the Vigilance Bur can be In the jewelry field the Al Jewelry Company can testify. T store advertised a "special" in the fo of the "Latest Thin Model Out; Jewel Movement," which was rep Rented to be worth from $16 to $ Vpon purchase the watch proved to about a $"> timepiece. One of I seventeen "jewels" was of red velv Eight others were fakes, and eight w? genuine. The Jeweller was convicl and fined, and the fine remitted promise of good behavior. High-sounding names have no < terrent effect upon the Forum's v ilance work. Though a conservati respectability seems to inhere in t very title of the Bankers' Home Mo page Company, the Vigilance Bure became suspicious of its advert?s "$200,000 of 4*. per cent tirs* mortga bonds" with a beautiful and imposi picture of the building which cons tuted the security, and the stateme that its appraised valuation was $27 000. With due allowance for hum: error, it appeared upon investigate that the mortgage company had taki certain liberties with the truth, as fl lows : iBi The bonds wer?- third, not fin mortgage. ibi The appraised value of ti building was $61,000, not $276,000. (c) The picture was faked. When attempt was made to find tl officials of the company there was di roverable only a line of footprint largely spaced, as of persons recallit an important engagement elsewhere, t the attorney of the concern was serve and the company fined $100. With all the local demands upon the Forum tinds time to follow up ii teresting clews in the national liek ; and when Duffy's Malt Whi:?key pu Hshed a testimonial from Dr. K. J Tiegen, Ph. D., of Minneapolis, it si , out upon the writer's trail. No ?uc name was discoverable in the director but Secretary Henthorn broadened h: Investigation and discovered that a unfortunate of that name had con mitted suicide on the preceding Fourt of July. The Duffy's Malt Whisk? testimonial department has now golden opportunity to revise the Tiege indorsement to this effect: "Having used Duffy's Malt Whiske for years, I have committed suicide, an can conscientiously recommend thi preparation to others who are tired c life." Another national advertiser who ha come under the searchlight of th Forum is the A. A. Berry Seed Com pany, of Claribel, Iowa. The attentioi of sspirinp farmers is directed to it advertisement of nlsike and timothy a $4 per bushel, "guaranteed as bes tested, recleaned seed."' Would it no be a grand and glorious feeling (witl the reverse English on Mr. Ciar Briggs) to plant this kind of seed an< reap a crop of Canada thistle, sow thistle, the aesthetic but unremuuera ! tive ox-eyed daisy and thirty othe: varieties of weeds? That is what th? trusting farmer who put his faith ii i the Berry guarantee seeds might get An analysis by Mr. O.vwald, the secc expert of the I'niversity of Minnesoti ' i whose services to the Minneapoli: Forum have been Invaluable), show? | that the ?ample purchased by th? | Forum was 20 per cent alsike, of which nearly half was infertile, GO per cenl , timothy, of which about one-fifth wa? infertile, and the remaining 20 per ? cent made up of an agricultural miscel ? lany, including thirty-four kinds of I weeds. This was reported to local | farm papers, which promptly dropped ! the advertising. Other cities interested in cleaning ? up dubious automobile supply adver? tising might get valuable pointers from Minneapolis. A familiar form of trickery is that pmcti.-ed by the Im i penal Automobile 'Supply f'ompany. Inc., which advertised locally "50 to 75 per cent saved on all goods," and apecified the Stewart Vacuum Gasolene System as being a regular $12.50 arti? cle, whereas Its list price is actually $10. Other statement? 0f "regular" prices, which the local concern was ' supposed to undersell, were found be from 25 to 40 per cent above ' fact?. When the manager's attent was called to this he revised his ari metic and changed the sign?. But, roneously assuming that the Vigila* Bureau would accept his promise ! reform at face value, he presen returned to his old method? a ofiered a Stewart-Warner auto ha signal under the placard "Regu 1 Price, $6.00; Sale Price, $2.95." the regular price, so stamped on I box, is $3.50, he was called to accoui but continued his misstatements un pros'cution was brought against t concern. A conviction was secui and a fine of $25 inflicted. This ct is considered important as being o of the few in which a dealer has be convicted for misuse of a claim "value" or "regular price." As t Imperial Automobile .Supply Compa has branches in New York, Chica] Springfield, Mass., and K*nsas# Ci information was sent to the Nation Vigilance Committee for disseminatic Another concern to be watched f elsewhere Is the Maury Shoe Compar of New York. Their shoes were offer in Minneapolis (until the Vigilan Bureau compelled their withdraws as "l\ S. Army Shoe. Passed by I ?pector Hathaway." Inspector Hat away belongs to the Iceland fox far iljr, He is a myth. The Maury "arm; shoes are not (J, S. army shoes. Th firm also has been reported to the N tional Vigilance Committee. A ?implo soul is President Jens? of the Jensen Printing Company, hi not so simple a? he was before tl Vigilance Bureau had a conferen? with him over hi? advertisement i the "Guaranteed 7 per cent Prefer*** Stock" of his printing concern. 1 its time The Tribune's Ad-VI?or depar ment has received ?ome weird and ?v ful definitions of the meaning of "guai antee," but nothing more surprisin than Mr. Jensen's interpretation. Hi notion was that his preferred ?toe was guaranteed because it took preci dence over the common, and was cumu lative! In that faith he proposed t live and die, but was eventually con vinced that a continuance- of the adver tising would be inadvisable. Long distance effect of The Tribune' campaign in the field of automobil finance was responsible for a tilt he tween Thos. Conroy & Co., who ha been selling Harroun Motor stock t Minneapolitans, and the Vigilanc watchers. In the face of The Tribun?*' article ojj Harroun, something had tl be done to bolster up the stock, a? Conroy ?*? Co. advertised that thougl they were ready to buy Harroun Moto < orporation stock at %~ cash per shan for all that could be delivered, not ,: share was offered at that price. Ir response to this, 100 shares of Harrnui Motor Corporation certificates were of fered to Conroy & Co., who refused tc purehr.se them, on tho ground that the?, were interim certificates and not stocl certificates. But these certificates wen exchangeable for stock. They were the only Harroun stock on the market, and Coa******* & Co. admitted to represent uHvtO of the Adrerti.tivn Forum that they hod been sclHvrj thon at ittoek. Not always does the Burea'i find crookedness when it starts on the trail. Sometimes it is nothing wrrse than error. An indignant complainant brought word to Vijrilanco headquar? ters that the Powers Mercantile Co., a department store, had been put? ting out a "baited" ad. of Cneeda Biscuit and had refused to make pood on the bargain offered. An investi? gator ?vns sent to the store and f?*und t?*at the grocery department, hiving made a bad break in its adverCsin?. had done it? hf^t to m-iko good. In? tending to oiTtr th? ?'i-r?'tit parinrrf-4 of I'needn Biscuit for ? rent*?, i' had actually advertised fi packages for ?". cents. Of course, there was a big de? mand. The store stood manfully to its erroneous offer, anil sold out it entire stock of 100 dozen packages at the offered price of less than a cent a peckage. When the complainant who brought word to the Bureau arrived the lot was exhausted. To have ad? vised the firm f*b be more careful about its ad. thereafter would have been superfluous. The Vigilance Bi-reau h.-.d nothing to profiVr but its svmpa thy. ? From the foregoing instance? it i? evident that the Vigilance Bureau's activities are directed chiefly against the smaller stores. This is not be? cause of any fear or hesitancy In tackling bigger game; it Is because the large shops and department stores have, in the main, advanced step for step with the Forum. On the whole, local ?torex advertising is of a high standard. Such concerns as Mavrice j !.. Rothschild rv Co., the Young- I Quinlan Co. and L. S. Donaldson * ! , Co. have abandoned the devious ways | ?of value and comparative price claims] .and stick to "straight copy." The ! Powers Mercantile Co., the New Eng- ! I land and th- Minneapolis Dry Cood* r ' Co. are tending in the same di? rection. With the tendency in this ?lirection, it is strange to find a high class concern such as John W. Thomas ? Co., the olde-t general store in the city, clinging to the stale formulas "formerly priced,'' "sold regularly at," and "heretofore." which characterize nearly all of their bargains. Root ?ft Hageman, another store catering to a good class of trade, plays fast and loose with credibility by repeated claims of value. "Every Hat Wor'.'i at Least Double Its Sale Price" is one of their choice offerings. The Nirollet Clothes Shop pipe? the tricky tune of "$25 clothes for $16," and the Mill' nery Fashion offer? eight for one in value?, or, if that be insufficient, ten for one. But over the mercantile field in general the constructive influence at the Forum is evident. In its campaign for higher standards the Forum ha? not lacked for news? paper support. From the start it has had the hearty cooperation of The Trib? uno and The Journal. Of the latter this was to have been expected, since The Journal is one of the cleanest advertising mediums in the country, Its owner and editor, II. V. Jones, has for several years consistently declined to accept the advertising money of the quack and tho swindler and has kept his columns as clean as skill and watchfulness can do it To tho fak?> advertising trade he is justly and un? favorably known as "one of the stiffest propositions in the game," and they fight shy of him. His advertising manager, E. L. Clif? ford, Is one of the pioneers of rigid guardianship of newspaper advertising. Four years ago The Journal, announc? ing that it was done forever with ob? jectionable and deceptive medical ad? vertising, cast out the swam* of blood? suckers that prey on tho deluded hopes of the sick or frightened. Since then, unlike ?ome other publication? which establish high standards and then lapse away from them gradually, The Journal has given an increasingly strict interpretation to the definition of "ob? jectionable" and "deceptive," until to? day no claim or hint of cure of any disease, however veiled, gains admit? tance to its pages. On the medical side it even rejects the common run of cathartic? and accepts almost no exter? nal preparations, carefully watching the copy of those few it does accept to see that false claims do not* creep in. lint? in a while The Journal slips on its financial advertising. But this is from inadvertence, not from lack of principle. It carried Harroun Motor? for a brief time, but became ?uspie;ous of the claims and dropped it. Arizona-Ray also got in, but only after the copy had been carefully edited. Ford Tractor and Emerson Motors never got a line in the paper except, as to the former, of exposure. Altogether, The Minneapolis Journal i? entitled to rank among the highest ex? ponents of the new and clean journal? ism. It is an asset to the community in which it is published and a power? ful aiirto local vigilance work. Not long after The Journal forswore the profits of quackery its rival, The Minneapolis Tribune, announced that it would not accept misleading or ob? jectionable advertisements. Pertinently inquiring on what basis The Tribune founded its judgments, The Journal pointed out in its contemporary more than a score of examples of major quackery, including cancer, piles, goitre, rupture, a bust developer and a vitalizer. For these to-day one would search the pages of The Tribune in vain. In the course of his search he would find a good deal of quackery, including the dangerous Anti-Kamnia, the absurd Anuric and the claim of Elder'? tobacco habit cure i in one day); but no representatives of the most vicious classe.? of advertising, and nothing disgusting or offensive. More? over, every advertisement is plainly and honestly labelled as such. Some pretty queer financial propositions creep into The Tribune from time to time, such as the Once-Over Tiller, with its golden hir.t of 300 per cent, and the Minne? sota Food Growers, Inc., which bought the use of the Secretary of State's name for stock; but, In justice to the paper, it must be said that they do not remain long. The Tribune gets a little cleaner every year. It is typical of that class of newspaper which is slowly but perceptibly sloughing off it? ex? crescences of evil advertising. Both The Journal and The Tribune are members of the Minneapolis Ad? vertising Forum, and efficiently further Continued nn paaT? 13 Hotel Bristol M"MM \\. lath st. tlWtWMlaa '???* ' penin? of ?h? TOP FLOOR FOB MEN EXCLUSIVELY Beautiful cool rooms. Pr?vate roof farden r> and 140 "-oetlily la iKri-ia-i??? tenant?. T. F.I.LIOTT TOI.SON. Preg. snj Mar Corne In Oat of the Heat and cool off at Shanley's. There is plenty of room, plenty of fresh air and no end of entertainment. In fact there are twenty acts of enjoyment in the evening entertainment -from 7 to 1. You will enjoy the special seven course luncheon 85c (Music) From 12 to 2:30 P. M. rillllllllllllllllllllllllllflllllllllllllllllllllllTlllllllllllllllllllllllllllllllillltlllltllllir; A.RN Fourteenth Street *?*?>?? o( Fifth Avenue SHOPPING SATISFACTION Means Much in Summer That's Why More and More Shoppers Come He***--. They Always Find What They Want NO INVENTORY UntiljEnd of Summer Following for both Monday and Tuesday: Silk For Midsummer Wear Silks 32-inch Silk Skirtings 40-in. Crepe de Chine 35-in.StripedTaffetai rffective. satin stripes Full crepe weave, street Satin stripes in various single or double. and evening shades. color combinations. .97 1.47 1.27 40-inch Crepe Meteor 35-inch Chiffon Taffete*. Dull finish?light and dark colors. ICgh lustre all popular shade?. 1.95 Special 1.47 35-inch Satins 34"inch Sh??*??*? ? Silk mixed rough weave natural Light, dark and medium colors, and colors. 1.24 .67 *>-? A Card To Our Customers We ask your aid in malnUlnia? at? usual low prices by co-openth. ?m the plan of ? ~ The Commercial Eraitromy BoaurJ ota. Ccuncil of National Defae* hich i? that, beginning Aug. I, \o>* "So gooda will be ?*-...,,?. for rre-dit or exchange taW are not offered to a? witil? seven day? from receipt. Tkl? rule doe? not apply to ssot rhandlse that la sold sa a atrictly non-rctupntbl? smtst tor aanlUry or other For Women and Children IVluslin Underwear rJ??^, Gowns. Petticoats, WOMEN'S NIGHT DRESSES? nainsook or cambric emb'd'y insertion and edge tucked round or V neck our reg. ,1%.., ,54 WOMEN'S NIGHT DRESSES? laci', embroidery or ribbon trimmed -special . #94 WOMEN'S PETTICOATS? deep ruffle-of good embroidery or rows of lace and edge? our reg. $1.28. ,94 WOMEN'S PETTICOATS? nainsook handsomely trimmed with lace or embroidery? our reg. $126.96.36.199 Reductions Chemises and Slips WOMEN'S ENVELOPE CHEMISES? nainsook rows of lace or i mbroidery - special . .57 ENVELOPE CHEMISES OF FANCY VOILES? white, flesh or daintily trimmed shirring, tucks, laces, medallion? or ribbons special . .94 NAINSOOK COMBINATIONS? lace or emb. trimmed?yokes, skirts or drawer?? ? ar reg. $1.24. PRINCESS SLIPS? lece trimmed yoke? skirts to match special. .94 To further facilitate personal iht-M?. - and for the benefit of tho?? as??*?., who do their bit by -tarrying t^m;; parcel??we have ln?talled ***i?*Ag.' Ne t?o nal Cash Register?, SStSjNtyS*-* thereby a "no-wait" ?ystera for dttM? and paresis. Necessities BIG AND LITTLE For Baby Hand-Crocheted Sacqv Many different style? in all w?jn or white with pink or blue eombisv tions, including one-piec? or Mt la kimono models ribbon rua -plai? and fancy weaves Our r?g. $12$ 1.15 Children's TTn<lerrnuslins CREPE BLOOMERS? white and pink t to 1" yrs our reg. ,5s. CAMBRIC DRAWERS? ruffle>d trimmintr our reg. .29 CAMBRIC SKIRTS? ruffle emb. or lace edging .48 to 14 yrs. our reg. .60. ,3g CAMBRIC NIGHT DRAWERS? .18 1 to 10 yrs.-our reg. .68. .48 Also in Muslin Underwear Dept. Women's and Misses' Pajamas TWO-PIECE PAJAMAS? Mercerized pongee and cotton crepe - V neck and short sleeves ?pink or blue 1.74 ONE-PIECE PAJAMA.S? Iiillie Birke model crepe, batiste,; .94 Pique Carriage Robe?? Scalloped edge - Embroidered tat? ter? and lap with effective toucktt of eyelet work, bow knot ?nd datstr floral pattern? short TWO-PIECE PAJAMAS? Striped and all-white percale sleeve models .94 TWO-PIECE PAJAMAS? Fine percale in plain colors, laven? der, pink, blue and tan -round or collar-trimmed neck long sleeves silk frogs collar, cuffs aid pocket of white 1.28 TWO-PIECE PAJAMAS? Seco silk- short sleeves, shirred at ankle belted coat flesh only, with French blue stitching 1.84 silk and cotton mixed ? shirred at ankle and waistline pink, blue and white .94, 1.28, 1.45, 2.64 TWO-PIECE PAJAMAS? Heavy quality Seco silk round neck short sleeves- frog-trimmed in pink and blue ? 2.94 Dress Fabrics?Attractive Prices ,16-inch Fine Uea\e Mohairs? Navy, c'eam, gra^y ami black our reg. .48. .88 44-Inch All Wool French Serges? Fino twill. Special.1.24 4S and ?SO-inch All Wool (ream and French and Storm .serge? Our reg. $1.4?.1 ?98 54-inch Mohair Sicilienne*? Our reg. .9?.77 .97 .95 Special Lot? of Little Tot?' Liai?, Lawn and Madrat Dreaae?? belted and waiated modela Ouf regular .57 .38 Littlta Tot?' Romper? and Cr??pa>*ra gingham, chambray and erini'i cloth to r? years Our r?f. .67 .55 VeiVs For Sport, Travel ?nd Street Wear SHETLAND VOLi Our reg. .47 ?till light and ??a? color? Ala? bha and white. .37 CHIFFON VEILS Hematitehed bor der? in all dark and light shade? 1.34 All Wool Voile? Firm, close weave jet black only The Prices Are Reduced On All the Mid-Summer Cottons CRISP LAWNS?in gay and winsome patterns tiny print designs ? polka dot? -stripes or allover designs Special .IB CHIFFON VOILES 44 in., in all colors some unusual tones Special .2S VOILES OF LOVELY PATTERNS in great variety, including pink?, blues, greens and lavenders- Very special.17 PONGEE-LIKE FABRIC a mixture of silk and cotton, in tan?, blue?, pink, gray, heliotrope, rose, gold, chartreuse and navy Special.**,H 35-1N. SHANTl'NG -a silk mixture in natural color only Special.??N GINGHAMS ?in the now very ?mart plaids in uncommon variety Blues, rose, tans and various other color combinations Special .18 and .22 ! WASH GOODS DEPT.-BASEMENT. GEORGETTE CREPE VEOS 3.00 Wide woven borders in ?11 ***** shades also suitable for scarf?. Of Interest Today To M? .M HANDKERCHIEFS Men'? Colored Initial H?ndkercki?tV brokeai assortment speci?l ? Half doz. UNDERWEAR Men'a Balbriggan I'nderwesr? short sleeve? athletic style? double seated drawers value .38 . Men'? Athletic Union Suite fine cheeked white nainsook ? sleeveless knee drawer?? j. our reg. .48.M Finer our reg. .89.***** Practical Bathing Suits Specially Priced Various styles, including a single slip-op Mohair Suit (including tight??, in either navy or black. Separate belt, white braid trimming. All t*\ 0**7 sizes. Special clearance.mmt.mJ # Bathing Caps . Special .45 Bathing Shoes . Special .84 ? . Black, with ?titching and trimmings \ Daily Needs the YemR**? At Appreciable SaOi**V Scveral styles, tight fitting or with brims some have sunflowers?others bows on top fetching colors. in white. Extra Size Crepe KIMONOS Empire styles with elastic belt? Colors Copen., ?i **t*m gray, rose and navy. Sizes 48, 60 and 62. Special moi ? 1.84 Japanese Crepe Kimonos Women's House Dresses LINENS AND TOWELS Hemmed Merceriied Table Cletfcs Floral pattern? 2\ yard? lesf* ^ our reg. $1.28.*** Sllrer Bleach Linen Damaak OtSm-* hemmed 7* inches long - our reg. $2.26. 1.W In shades of blue contrast Ginghams and percale?- various embroidery on sleeve belt style? all size? to 44, attached.Special I .?'R ' Special .94 SECOND FLOOR. Smart Sp?rt Stockt Of Wondcrlin Cloth or Gingham. CLIP-ON and but *-*' ton-front mod? els, including a charming pleated peplum style. Sash or patent leath? er belt. Our Keg. .$3.04 2.97 fabric mings. LI AND ?mocked 1 * and embroi? dered, with ?port >r organdie trim Sport Blouse Effective colorings in striped poplin?. Our reg. $2.00. Tailored Crepe de thine Blouse? whit.? or flesh a odd lot). To clear . 1.24 2.34 Dish and Roller Toweling? ... colored border? our reg. .11.** Urge Slied Bleached (otto? Tttttm*-' - hemmed red border*?? ..^ our reg. .15.*" HeaiTy Qnallty Irdon Uom H?*** Towela hemmed white border? ^ only - our reg. .34. BLANKETS AND R-AW-JVOS ?Cotton Fleece Blanket? tan. ST?. and white- contra?t borders? *JS\ 64x80 our reg. $216." Crib Blankets J?cquard ?-'"???^?fj flni?h two-toned color? P"*** " blue; al?o white, with Pi***0' a) blue border? our r?f. $??*<. Mill End? and Remnant? of bleached and unbleached si reduced pri?e?. See American, World and Times for Twenty-eight (28) Morning Specials ?on Sale Monday and Tuesday Until 1 P.M.