Store Management Complete, Retail Advertising Complete and One Hundred Easy Window Trims, by Frank Farrington. The Byxbee Publishing Company, Chicago, Publishers. Price $1.00 each.

In these three books the author has given to the business public a veritable cyclopedia on retail business. The three subjects are closely correlated yet each is a separate and distinct working part of a retail business.

It is practically out of the question to give in the space of a book review, any adequate idea of the value of these three books to the retail merchant who will carefully read and conscientiously apply their suggestions to his business. To use the author's own saying, "to do so and fail is to prove truth a liar.”

The author is well known as a business-builder whose ideas, experiences and observations have been so well set forth in the above volumes. His publishers offer them at a price well within the reach of all and we cannot too strongly recommend their purchase and perusal by all of our readers.

A. G. B.

Questions and Answers relating to modern automobile design, construction, driving and repair. By Victor W. Page, M. E. Illustrated. 624 pages. Henley Publishing Co., New York. $1.50.

Here is a book designed to meet the needs of any person operating an automobile, to be used as a self-instructor for students, mechanics and motorists. The author has written other books on the automobile and out of his experience has evolved the plan of giving complete information on automobile construction in the form of definite lessons with questions and answers.

There are thirty-six lessons, which with many clear-cut illustrations, cover 565 pages. The lessons are admirably arranged in a progression, beginning with the construction and parts of the modern gasoline engine and proceeding with such subjects as the theory of carburetion, ignition systems, lubricating methods, water cooling systems, sliding gear transmissions, etc. etc.

A supplementary part is devoted to "pointers" on such subjects as Common sources of trouble, Winter driving, Tire chains, Non-freezing solutions, Cold weather lubricants, etc. A digest of the motoring laws of the States and Canada gives full information as to licenses, speed limits, etc. A complete index makes the information of the book easily accessible.

To the motorist who likes to understand his own machine and do his own repairing, and to the chauffeur who must stand an examination for his fitness to operate an automobile, this book will prove a valuable possession.

A. G. B.

Retail Drug Advertising

A Department Conducted by RALPH BORSODI

ADVERTISING THE NEWS.

It is an exceedingly difficult thing to write interestingly about the things with which one is most familiar. Almost always we overlook the points with which the stranger would be first impressed, because of our familiarity with those things which would be novelties to others. In writing advertisements this rule holds true to a very large extent, writing about one object or one class of merchandise tends to exhaust even the most versatile copy-writer after a time. It is for this reason that those advertising writers who prepare announcements for various classes of businesses frequently write more interestingly than those who are too familiar with any one class.

The retail druggist is frequently a victim of his own familiarity with his business. He fails to make his advertisements interesting because nearly everything that he is tempted to say seems too obvious and familiar to himself, forgetting that many things which are routine to him are not at all routine to the public. The druggist's stock is as rich in romance as that of any other retailer. As a matter of fact, it is far richer than the stocks of most stores. Originally collected from every corner of the globe, it is passed through innumerable collectors, exporters, importers and jobbers until it finally takes its place on the shelves of the retailer. Unfortunately, the retailer who buys his purchases from the various jobbers, frequently forgets this fact, and the interest which it might inject into his advertising is therefore lost.

All advertising and selling arguments can be reduced to two broad clasases. The first class are the quality and price arguments; the second class, service arguments.

Now, quality and price arguments go hand-in hand-in order that a price quotation be attractive, it must be a fair price for the quality offered. The easiest way to do this in advertising is by the use of comparative prices, as for instance:

"10c cigar for 5c. Saturday and Sunday we offer a quality 10c smoke at 5cbox of 25, $1.25."

Comparative prices are the most widely used methods of applying the quality and price argument-the implication being that a 10c quality is offered for a price of 5c. This method-though unquestionably very effective in many cases-is open to two objections: the first, that it lends itself to deception, and the second, that it frequently becomes very uninteresting. There is always a temptation to increase the valuation in order to make the price seem low, and except in the case of standard or trademark merchandise that is usually sold at a fixed price, the public is not apt to accept the advertiser's word for it that the valuation is as large as stated. It is to the objection as to the uninteresting nature of most quality and price arguments that we are addressing ourselves in this article. For if it is possible to make the presentation of this argument interesting-one of the chief objects of advertising has been attained. We shall have made the public enjoy our advertisements and created a class of habitual readers for them.

We shall not here consider the service argument so much, though it lends itself readily to a newsy treatment. What we are anxious to do is to show how it is possible to write interestingly about merchandise by always making the announcements essentially news items.

One druggist advertised a "Saturday and Monday Soap Sale," and followed his heading with a list of soaps, quoting the regular and the special prices at which they were to go on sale. Admitting that the reductions ought to be sufficient to induce the public to buy, yet the announcement would have been much improved if, in addition, the "why" or the "how" the sale came about were answered. A short line would have been sufficient to announce why the sale was being held, and would have added much to the interest of the advertisement.

A few examples of the ordinary and the newsy advertising styles will make this very clear.

Here is an item from a recent drug advertisement: "1 lb. Peroxide of Hydrogen; Good Bath Towels; Hand Scrubs or Tooth Brushes, 10c." This is really merely an enumeration of articles being sold at 10c. The same announcement might have been made in this way: "Tomorrow you will find four extraordinary values on the toliet goods counter. We shall place on sale 1 lb. Peroxide of Hydrogen, as well as Good Bath Towels, Hand Scrubs and Tooth Brushes, choice at 10c."

The druggist who advertises "Rubber Goods Specials" might better say "Friday is your Rubber Goods Opportunity. We shall open a special shipment just received and place them on sale at the following attractive prices:" It is not at all necessary to invent the news element: it can be a simple statement of almost any real reason. It would be just as effective to say that these goods "go on sale tomorrow in order to acquaint the public with the fine range of our stock in this line"-a reason that is applicable to a sale at any time.

Here is a splendid example of the newsy treatment of an item: "Bathing Caps Galore. Just here, and ready to go on sale tomorrow at interestingly low prices. An immense shipment from one of the best makers in America. Smart novelty effects, fancies, striking combination colors, as well as plain rubber caps. No other store can show such an assortment and such values." How much more readable is this than the treatment so frequently accorded to such an item: "Special Sale of Bathing Caps."

These instances will suffice to show what is meant by a newsy style, but there is another manner in which the news element can be worked into the druggist's advertisements quite without regard to the style of writing. The druggist who advertises soda, ice cream, toilet goods, cameras, and the many summer and vacation items included in every druggist's stock at this time, and does not only follow, but actually anticipates each season, makes his ads newsy in the best sense of the word.

The druggist's advertising problem today is largely one involving the improvement of the advertising he does. Even poor advertising is better than none, while good advertising is no excuse for failing to strive to make it better. The druggist who strives to make his advertisements tell his business's story in daily or weekly installments, as the case may be, finds his reward not only in a better business but also in a truer reputation. It is for this reason that we believe druggists should devote more thought to their advertising. Nowadays a store is frequently judged by its advertising; if the advertising fails to impress the public, it falls far short of what it can do if properly planned. And the druggist, far more than any other retailer, should be careful concerning the advertisements he signs because the public expects from him a higher ethical standard than from the ordinary merchant.

Mail Or. ders Sent Promptly

WHAT DRUGGISTS DO.

We reproduce the accompanying plea for mail orders from an advertisement of the Kuhlman & Chambliss Co., of Knoxville, Tenn. The little cut of the mail box, which could be varied by those who would prefer a mail bag, puts life and snap into their statement that mail orders are sent promptly.

In connection with the promoting of mail orders, the following extracts from some advertisements of McClerkin's Drug Store, Little Rock, Ark., are very appropriate:

Don't forget the trade-at-home idea. If you are away on your summer trip a postal will bring any of these items to your address. We pay postage on all out-oftown orders."

This store is quite a believer in the use of special offers. One such is the following: "With each purchase of 75c or over we will give you free one 10c wash rag.".

Druehl & Franken, of Salt Lake City, make it a rule to advertise car tickets, and special tickets of various sorts which they offer on sale in their store, not becaue of any profit but because of the obvious business benefit which comes from drawing people into the store. Even if they do not linger to buy the first time, if they once get into the habit of going into the store, a customer has been made.

A western druggist, who conducts his fountain largely for the purpose of attracting people to his store, advertises "50c worth of soda checks for 25c" and calculates that if he can induce the public to make between five and ten trips to his store, the business that will result will more than offset the reduction he makes on the fountain. This same druggist conducts a camera contest each year-offering nine grand prizes (appropriate articles from his stock) to all competitors. The only restriction is that they should purchase their films and supplies at his store.

It doesn't seem possible that a good fountain needs any added attraction, but a southern druggist features and advertises widely Free Concerts every afternoon. The music is furnished from one of the newest talking machines, and is superior in every respect to that which might be supplied by mediocre talent.

WHAT DRUGGISTS SAY.

The popularity of the Kuhlman Fountains is due largely to the endless good things you can get there. Above we list a few of the favorite Sundaes and Specials, each one a treat in itself. On our Fountain tables you will find a Menu with many more, with new ones constantly added. When you come to the Kuhlman Fountains you don't have to call for the same old thing over and over again.

-Kuhlman's, Knoxville, Tenn.

Vacation Needs. No matter where you spend your vacation, whether at the seashore or the mountains, you are sure to need a few items which come under the head of druggists' sundries and toilet goods, and remember that Norton's Drug Store is the best fitted to serve you. Discriminating people come here for high class toilet necessities because we carry the most varied assortment of imported and domestic toilet goods in the city.-Norton's Drug Store, Birmingham, Ala.

Starting Monday morning we will hold our annual sale of fine toilet goods, Brushes, Drug Sundries, Etc., at reductions of 10 to 40 per cent from regular prices. Every one of the items listed in this sale will be needed for Summer use. No matter if you go to the seashore, mountains, country, or stay at home, these articles will help to make your summer a comfortable one. And please consider the prices we

are quoting.-Meyer Bros., Paterson, N. J.

Liquid Glass for preserving eggs. One gallon is sufficient for making 10 gallons of solution. Many people buy eggs now, when they're low in price, coat them with liquid glass and preserve them for winter use. Special 1-gallon can at 50c.

-Quinn's, Schenectady, N. Y.

Hay's 49c Sale of Bath Room Fixtures. A new lot of extra values just received, including Glass Shelf with nickel brackets, Oak Bath Tub Seats, Tumbler and Toothbrush Holders, Nickel Towel Bars, Wall Soap Dishes, Bath Tub Soap Dishes, Toilet Paper Holders. An unusually attractive line of fixtures heavily nickel plated on brass-for your cottage or city house-H. H. Hay Sons, Portland, Me.

Bath Brushes. Our assortment at this time is unusually large and varied. We have just the brush you want at just the price you want to pay.

-Sherman & McConnell, Omaha, Nebr.

Special Sale Saturday of Candy--the new Tango Creamed Brazil Nuts. Chocolate covered-of extra fine quality-elegantly packed in tango boxes-one box will bring you back for more.-Rourke Bros., Binghamton, N. Y.

Mr. Mosquito won't bite you. There's safety and comfort at home or vacationing, awake or alseep, in every bottle of our special skeeter liquid. Just a little of the fragrant liquid rubbed on the hands or face or lightly sprinkled on a cloth near the face while sleeping and Mr. Mosquito will have nothing to do with you. It's harmless. -Russell's, Barre, Vt.

Honor in business is always an asset. To say what you mean; to fulfill every promise; to mix integrity with every article you sell; to be courteous and kind; to build up with hope for better things; to keep faith with yourself; to try to do things better than they have been done before. These are the things we are trying to do. May we have your co-operation?--Druehl & Franken, Salt Lake City.

Don't write a shabby letter. You who are so careful always to have your clothes fit and look just so. You, who wouldn't for the world wear a frayed collar, a torn skirt, a shoe with a missing button. Your showing of breeding, refinement and good taste is incomplete unless you use good stationery, stylish, beautiful, distinctive. Our Special Writing Paper is just that. Your use of it proves your refinement of mind, taste and habits.-Russell's, Barre, Vt.

If it's advertised, go to Morhart's and get it. Better still, to save both time and money think of Morhart's first. Any drug store article of merit can be found at Morhart's just as everyone says. If you can't get it here, you can't get it anywhere. -Morehart's, Muskogee, Okla.