Evening public ledger. [volume], July 26, 1918, Night Extra, Image 7

About Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942

Image provided by: Penn State University Libraries; University Park, PA

                
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v . The World9 8 Greatest Peace-Time Store and the World's Greatest War-Time Store
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BEGINNING TOMORROW EVENING
This Page of the EVENING PUBLIC LEDGER Will Contain Daily
The Advertisement of the
" Wanamaker Store
A WANAMAKER advertising page is worth anybody's time to read in
the evening before starting the next day's business or pleasure. What
he or she reads there may result in a distinct contribution to either
business or pleasure, hence there is no advertising that is read so closely or
is so well worth reading closely. (
Wanamaker Advertising
is calm, dispassionate, dependable. A great many persons think it very in
teresting. Yet it is simply a daily news letter issued by the greatest Store in
the world, tellingthe current news of that Store in the clearest, the briefest,
the brightest, but above all, the truest, way it knows how.
No megaphone, no sensationalism, no confused and confusing state
ments where superlatives compete with superlativer and superlativest. No
effort whatever to be what one far Western newspaper called itself -"The
Daily Astpnisher and Paralyzer." Just store news.
1 '
This probably is why so large a proportion of the public finds it in
teresting, turning to it, often with relief, and always with confidence. ,
The confidence is because of the store that stands behind the adver?
tisement. . ,
. , . .
Frequently in the years tHat have passed since 1861, The Ledger has
found occasion to refer , to The Wanamaker Store as an institution.
' - '
It is the greatest peaceVtime'Stiore in the world, and the greatest war-'
time Store. v -
e
After the conclusibnvof the great Civil War by honorable peace, the
Wanamaker Store furnished'General Grant (then in Philadelphia, visiting
George W. Childs? the founder of THE LEDGER) with the uniform which
he wore in his famous visit to the crowned heads of the world.
Today, a generation later, it is uniforming for honorable warfare young
American officers crossing seas to get as near to some of the crowned heads
of the world as they can!
The institution is close-linked with all the history of the past 57 years,
but most of all with commercial history-which it has helped to make.
It is familiar knowledge, in and outside Philadelphia, that the mod
ern ethics of storekeeping were reached against grim opposition and dis
belief through the far and earnest vision of a young merchant. They were,
and what is more important, they are still:
1. To have one fixed price, plainly marked and
not to be changed by argument.
2. To sell only trustworthy goods, labeled truth
fully. To sell as "wool" only what is genuinely all
wool, and to mark mixtures as such. To label "seconds"
as such.
3. To welcome people to the store without urging
them to buy.
' 4. To take back purchases that proved not satis
factory, and to refund the money. i . :
-':"' 5. To establish new, fair and agreeable relations
between merchant and customer.
An advertisement should be a clear, well - lighted window, without
any cunning tricks of magnifying or throwing prismatic effects.
Commencing tomorrow, you may look daily through the clear win
dow of this page at The' Wanamaker Store. ( j '
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