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New-York tribune. [volume] (New York [N.Y.]) 1866-1924, July 29, 1917, Image 14

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Advertising Forum
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
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'
"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
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
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
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
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?
Beautiful cool rooms. Pr?vate roof farden
r> and 140 "-oetlily la iKri-ia-i??? tenant?.
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.
Fourteenth Street
*?*?>?? o( Fifth Avenue
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:
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
Women and
IVluslin Underwear rJ??^,
Gowns. Petticoats,
nainsook or cambric emb'd'y
insertion and edge tucked
round or V neck our reg. ,1%.., ,54
laci', embroidery or ribbon
trimmed -special . #94
deep ruffle-of good embroidery
or rows of lace and edge?
our reg. $1.28. ,94
nainsook handsomely trimmed
with lace or embroidery?
our reg. $
Chemises and Slips
nainsook rows of lace or
i mbroidery - special . .57
white, flesh or daintily trimmed
shirring, tucks, laces, medallion?
or ribbons special . .94
lace or emb. trimmed?yokes,
skirts or drawer??
? ar reg. $1.24.
lece trimmed yoke?
skirts to match special.
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.
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. $12$
Children's TTn<lerrnuslins
white and pink t to 1" yrs
our reg. ,5s.
ruffle>d trimmintr our reg. .29
ruffle emb. or lace edging
.48 to 14 yrs. our reg. .60. ,3g
.18 1 to 10 yrs.-our reg. .68. .48
Also in Muslin Underwear Dept.
Women's and Misses' Pajamas
Mercerized pongee and cotton crepe -
V neck and short sleeves ?pink or
Iiillie Birke model crepe, batiste,;
Pique Carriage Robe??
Scalloped edge - Embroidered tat?
ter? and lap with effective toucktt
of eyelet work, bow knot ?nd datstr
floral pattern?
Striped and all-white percale
sleeve models
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
Seco silk- short sleeves, shirred at
ankle belted coat flesh only, with
French blue stitching
silk and cotton mixed ? shirred at
ankle and waistline pink, blue and
.94, 1.28, 1.45, 2.64
Heavy quality Seco silk round neck
short sleeves- frog-trimmed in pink
and blue ?
Dress Fabrics?Attractive Prices
,16-inch Fine Uea\e Mohairs?
Navy, c'eam, gra^y ami black
our reg. .48.
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
Special Lot? of Little Tot?' Liai?,
Lawn and Madrat Dreaae??
belted and waiated modela
Ouf regular .57
Littlta Tot?' Romper? and Cr??pa>*ra
gingham, chambray and erini'i
cloth to r? years Our r?f. .67
For Sport, Travel
?nd Street Wear
Our reg. .47 ?till
light and ??a?
color? Ala? bha
and white.
Hematitehed bor
der? in all dark
and light shade?
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 !
Wide woven borders in ?11 *****
shades also suitable for scarf?.
Of Interest Today To M?
Men'? Colored Initial H?ndkercki?tV
brokeai assortment speci?l ?
Half doz.
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 ?
Japanese Crepe
House Dresses
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.
In shades of blue contrast Ginghams and percale?- various
embroidery on sleeve belt style? all size? to 44,
attached.Special I .?'R ' Special .94
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
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 .
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.
?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.

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