A REAL DRINK
"BOARS HEAD BRAND
GUINNESS'S
FOREIGN
EXTRA
STOUT
WORLD-WIDE REPUTATION
SOLE AGENTS:
GANDE, PRICE & CO., LTD.,
ST. GEORGE'S BUILDING, ICE HOUSE STREET,
DIAL 20135.
HONG KONG.
FISH ROLLS
INGREDIENTS-1 oz. butter, 1 good oz. flour, 4 pint milk, half a medium size tin Nestle's Pure Thick Cream, 4 ozs. cooked fish, salt, pepper, mace, à little bacon, batter,
METHOD. Melt the butter in a pan, add
floor, then the milk gradually, bring to a boil. Add the fish (broken), salt, pepper, mace and cream. Leave to cool. Place a little of the mixture on a strip of bacon, hot. roll it up, dip into batter, and fry in fat. Drain, dish up, and garnish... INGREDIENTS (for the Batter).-2 oz. flour, salt
and baking power, egg, very little milk.
This recipe is only one of a delight- ful series contained in our dainty booklet The Cream of Creams." May we send you a copy? Phone Neatles, 30327.
NESTLE'S
PURE THICK
CREAM.
NESTLE'S CREAM
11 oz., 51⁄2 oz.. 4 o tins.
TWICE
HONGAY SMOKELESS EGGS COAL
FOR
HOUSEHOLD USE.
KEEP THE HOUSE CLEAN AND NEATT
NOTE CHEAP PRICES:--
In lots of not less than half ton; delivered to:-:
PER TON.
Peak District (above Bowen Road)... $23.00 Bowen Road and Lower Levels- Pokfulam Road
$21.00
$28.00
Kowloon
$18.00
Orders should be sent in writing, not by Telephone, at least 24 hours before the coal is required, and orders must be accom panied by cash, cheque, or compradore order payable to SZE WAI & Co.
Please apply for prices of other descriptions of coal
very factory and other purpos TELEPHONE No.·
25008.
SZE WAI & CO.
42, BONHAM STRAND WEST, HONG KONG, (CANTON BRANCH-BZE WAI & 00, LOK YU BUM ROAD, CARTON
PHONE NO. 13650,):
HONG KONG DAILY PRESS, MONDAY, JULY 21, 1930.
NEWSPAPER ADVERTISING VI. *
"WRITTEN FOR "THE HONG KONG DAILY PRESS.""
BY A LOCAL ADVERTISING SPECIALIST:
How Advertising Enriched Waziamaker.
John Wanamaker was proclaimed by the President of the United.. States "the grentest "merchant in America," and his store a model for all other stores of the same kind throughout the world." This was said of him about fifty years after he began his business career as an chacure young man, with no money, no influence or wealthy, friends, and no college education or business experience..
What was the real secret of the remarkable success of John Wana- maker, and by what means did he amass such an immense fortune and become the great "merchant prince," or merchant pioneer," as he preferred to be designated f
14
The answer to this question is. mado unmistakably plain in a book recently issued by one of his most intimate business associates, his able lieutenant, Joseph W. Appel, entitled The Business Biography of John Wanamaker." Evidence is produced which shows that Mr. Wanamaker himself recognized the fact that the chief factor in his success was his unique and exten- sive advertising campaigne
In his own words Mr. Wanamaker describes his first advertising ven ture thus: At 6.30 in the morn-" ing of the eighth of April, 1861, two smail hands and a big iron key- unlocked the door of this new store and during the day the new firm seld 824.87 in gentlemen's collars, cuffs, and neckties OE
this 824.67 I put 67 cents in the cash drawer to make change the next day, and took the 824 to the Public Ledger, where I paid for ал advertisement for the Eew store."
From this first day of Wanamak- .er's business career until his death, he was an advertising pioneer. Ho believed in adopting unique ad vertising methods. In his early days every cent that could be spar ed from the small capital and still smaller sales was invested in adver- tising. Balloons, twelve to 6fteen feet high, were sent into the air, and in the newspapers the an nouncement was made that." Who- ever finds one of the balloons, and. brings it back will be given a fine- suit of clothes at Oak Hall," the name of Wanamaker's first store. All of South Jersey and South- Eastern Pennsylvania used to sit up a nights" said a contemporary," to watch for Wanamaker's bal- Joons."
Quality Guarantee Advertised. "The quality of the goods will be guaranteed," he advertised on June 1, 1881, thus inaugurating
Dew
Articles Ticketed.
Not trusting even his own sales men,-still steeped in the old ways of business, to tell the fact, Wana- makor ticketed each article-first, second or third quality-marking. them "seconds" if they were in- perfect.
ara in business in America. It is generally conceded that John Wanamaker revolutionized in many ways the store-keeping of his age helping to establish in America the
"It won't work," other mer- one-price system which banished chants said of this new-fangled the uncertainty of haggle and store-keeping. It will ruin you." barter; originating the money-back within ten years, however, the. custom by freely offering to the Wanamaker methods of advertising public the privilege of returning and conducting business increased goods unsatisfactory or unwanted; the income of his Oak Hall store substituting hospitability in store from $24,125.82 to 82,096,528.25 keeping, offering the freedon of shopping without obligation to year, this being then the largest buy; making safe even for a child retail clothing business in America. What more convincing proof could by markings of the merchandise and be desired as to the effectiveness of the accuracy of representation both
good advertising backed up by by spoken and printed words.
good merchandise and courteous treatment?
The Law of the Jungle: The law of trading was ther
A Classic In-Advertising, the law of the jungle" said Wana-
In September of 1873, Wanamaker maker, take care of number one.
made an announcemeat which is The rules of the game were: don't really a classic in advertising, & pay the first price asked; look but model of terseness, simplicity,
and for yourself in bargaining; haggle truth: and beat the seller, as hard as you can Naturally the purchaser felt "People often wonder how it is that the concessions he secured from that Wanamaker & Brown do so the shopkeeper were so much money much business when other houses so dull. There is nothing made for himself. But how little are
he knew. Most assuredly the store- strange about it The facts of the keeper, butcher or grocer always matter are simply as follows:-
added to the price enough to cover what he had learned was what the customer would beat him down to And when a thing was once sold no returns. Exchanges of goods were rare and discouraging; the re turn of money was never admissible unless for goods damaged when purchased. An mflexible one-price did not exist. Bchools in stores for training employees were unknown. All hours of service were long-from 6.20 to 8.30 on week days and fiftech hour day on Saturdays.
The consternation created by the following advertisement published by Oak Hall can be imagined -
Money Refunded,
1-We advertise what we have
for sale.
2. We have for sale what we
advertise.
3.-The people come and see that
itisho,
4The people buy our clothing because they are pleased with the garments we make. 5-e people are satisfied that they get full value for the money they leave with us and they come again and send. their frienda:"
Inventor of Modem Advertizing. Editor and Publisher, a national newspaper magazine published in. America, credits John Wanamaker Any article that does not fit with being the inventor of modern well, is not the proper colour store advertising, which in turn led or quality, does not please the to "national advertising by manu. folks at home, or for any facturers, both developing into a reason is not perfectly antis volume of revenue which makes factory, should be brought back possible the modern newspaper and.
space
pagozina And Frank Pres purchased-ohin ten dayspray Romanofenduntoisen advertimus. will refund the money. It ix. sgents, says in his book," The-His- our intention always to give tory & Development of Advertis value for value in every sale ing, published in June 1929; In we make, and those who are not the Wanamaker store in Philadel pleased with what they buy do phin originated large-scale adver us & positive favour to return tising, the advertising that went the goods and get the money into pages and large expenditures,
·back,?!
produced a huge volume of busi
ness, and demonstrated for the director's table of American busi- nes that advertising was a force worthy of the attention of big minds.... Large national adver- tising began in the 80's, when John' Wanamaker had shown, the way? Wanamaker's Advertising Greed.
After many years of experience, Mr. Wanamaker came to the follow- ing six conclusions about retailing that formed his business creed :-
First that a store should not ba a trap to catch something from each who enters it. ** Second: that advertising must say exactly what the store, is and what it does, Third: that all goods sold aro called back again if the buyer is not pleased to retain them. "Fourth: fair prices for every thing to everybody alike, with out hidden reservations or con- cessions.
If the statement of a bare fact FIRE-EATER DISCHARGED. is likely to be unbelieved,' ex- plain enough about it to make it carry confidence: 4 Always give the reason for a spesial pries or extra quality. "Tell the whale truth, even
though it hurts. Conceal,, noth-
"NO JURY WOULD CONVICT
OF MANSLAUGHTER.!
A charge of manslaughter brought ing the customer has a sight || against a man who had been de- to know.
acribed as a "' fire-antar '*
was dis "Remember that advertising costs missed at Hampstead Police Court
more than a cablegram, so save last month. Steng unnecessary words. Write only enough to bring the customer to the store-but take care that she is dot disappoint
ed with the goods advertised when she does come.
Don't use such small type that old people cannot read it." The fundamental purpose of Wanamaker advertising may be summed up in nine words: *Not to sell, but to help people to buy." Wanamaker advertising is written from the consumer's point of view, not from the seller'a."
He believed in persistent adver- tising"if there is any one thing a quitter should let alone it is advertising."
The chairman of "the Bench, Mr." P. R. Lyell, said they were of opinion that no jury would convict of manslaughter, and the man would be discharged,
The
man, William Richard Woodard aged 41, has been remand- ed, accused of burning Rose Eliza- peth Tame, aged 10, and William Tame, aged 6.
#
Five
in
The case arose out of an incident on Whit Monday afternoon, when four children and a man received burns while watching Woodard an exhibition of "fire-eating South Hill Park, Hampstead, N.W.
Roee Tame died in Hampstead General Hospital, and Woodard was now further charged with un- lawfully killing her.
for the Commissioner of Police, snid Mr. G. G. Raphael, prosecuting
withdrawn, and the police would the charges first made would be
proceed only on the charge of man- slaughter.
Fifth: that justice, and honour require the exclusion of baits or even trifling deceptions; that customers whose confidence is invited and given are entitled to have their confidence respect- He believed in day-in and day-out ed at every point.
talks in the newspapers, presented Sixth: that patient and per-in plain, simple form, saying to his sistent training must be given associates: Remember, Mr. Ad- to all the employers, to undo the rertising Writer, it is the fine, education in the old long-time steady rain that soaks through [??? prevailing methods, to grow a new crop of business. men and
George William Hammond, women to administer a new,
blacksmith, who had his left arm in broader, more enlightened and
A recent important change in a sling and both hands bandaged, equitable system.
grocery store chain operations in said that he assisted to put out the Wanamaker's Advice to Advertisers, the United States is the steady flames when the girl's clothes caught
shift from a service basis to a fire. His suggestions for, advertising "cash-and-carry," because it is said Mr. Raphael asked if Woodard copy" were revolutionary for their to please the customer who likes to gave any warning to the crowd to time. Here are some of them:-
examine shelves" and select goods; keep back. "Sentences shall not begin, ex-personally, and because it is more cept where unavoidable, with profitable. These stores which are the ora. or commonplace going on a self-service basis at the words.
rate of 100 a week seem to put & Contmonplace and trite head-new meaning into the adage, lines shall always be avoided. They serve best who serve most," Understate and never exag-by reducing service to a minimum gerate.
and cutting prices to the bone.
į
Hammond said he did not. In his opinion Woodard was drunk.
The Chairman: Why did you think he was drunk!
Hammond: He was unsteady in bis balance, and his, speech was not clear. He was saying the same sen- tence over and over again.
HOT WATER INSTANTLY NIGHT OR DAY -
EWART'S LIGHTNING GEYSER
GEYSERS, COOKERS AND ANY
GAS APPLIANCES NOW FIXED FOR FIVE DOLLARS.
OTHER
THE GAS COMPANY
CENTRAL SHOWROOM KOWLOON SHOWROOM
TELEPHONE 20000.
ICE HOUSE STREET: 246, NATHAN BOAD,