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■c ' 4« BU i ! A philosopher of advertising—groping otter truth—asked this: “Can a stor * truthfully advertise that it is selling goods at less than value? Can the statement for instance, ‘two-dollar article for one dollar’ be truthful"? And he was answered this way: ‘ The ups and downs of business frequently impel holders to sell goods at a loss." I’he value of any commodity can be accurately gauged by an expert. Now then, if through anxiety, pressure or actual ’ calamity, a two.^ollar article comes to us at a price justifying us to retail it at a dollar, the statemeitt “two dollar article » for one dollar” is absolutely true and it is the most impressive way to slate the store’s good fact. . , Advertising has come to te abused—to be used too largely as a bell summoning loan auction rather than to honestly, earnestly, and impressively acquaint the public with goods, the exchange of which for the public’s money is true commerce and a benefit to all. Hut because money is counterfeited, all money isn’t bad because tire burns, it doesn’t follow that all v «*, fires should be quenched. If a store professes to do things that and thoughtful person can know are impossibilities—by reason of the merchant’s standing, capital and output—if every advertising utterance is a scream of course, it follows that no dependence can be put iirtttit store. . # If a store claims that everything it has is offered under real values, any person can b^ a>sured that th • claim is an ex. \P D " " *» aggeration or a shorter and uglier word could be used. Bargains come as the accidents of trade—and it stores have nothing but bargains, it would prove that chaos reigned in commerce and that all business would die. It is probably well within the bounds of truth to say that one fourteenth of the average product of merchandise is finally sold without profit or at a loss, because it can’t be helped, sold to clear a factory, to empty a warehouse of short lots or a store of remnants, or sold with little regard for anything except thafihe holder netds some, money quickly and that the holder is without bankable collater al or a friendly competent endorser. By these ways some bargains—and conforming to the reasons that make selling at a loss imperative goods so sold are always offered to stores able to handle the quantity and with ready cash to pay for them. We are constantly in touch with the big merchandising market centers—and arc constantly making deals for large an )jnt cl im rchandise—under the market—goods that are genuine bargains. Our Mr. W. | Tay lor, is now visiting Baltimore, rhiladelphia and New York and on his return you will see- ch.onicled in these advertising columns a great many evidences of his buying ability. Kindly keep your eye on these column-—watch every announcement he makes—they wiil be inter esting Ui-those wild want the very best value they can get for their money. I hat the growth of the Taylor business is a deserv; d growth few. it am* will (justion It is being proved ewrv oav as the store that serves best. We belimed that a business built tins way. was a possibility, .that it wis right, because k was rght and that: il a store couldn’t succetd in a way to let its owners look the world in the face and hive their storekeeping word just as good as their b ml and as true to the whole jnibl c as their person tl word was true to a friend—that we’ed ■ o. •- ’ . ‘ better find it out and seek other vocations if necessary. We are still “keeping store”, unashamed. That we claim infil’ibility, no sane person will presume—that w-e practice ab olutely straightforward methods none can deny. / • W. J. Taylor, Proprietor. Walterboro’s Popular Store.