YOYO 78022300020 0220033X Pacific Coast Homeseekers' Page Opportunities Page Sonoma County, Cal. 224 S. P. Lines in Ore. 223 Sporting Goods Marlin Firearms Co. Page 388 Coleman, W. F. 238 Trinity County, Cal. 226 Edmonton, Alta. 239 Tulare County 231 Toilet Articles Fontana, Cal. 228 Tuolumne County, Cal. 230 Canthrox 2ND COVER Fresno Co., Cal. 227 Yolo County, Cal. 230 Carbolated Vaseline 386 Glenn Co. 231 Jackson County, Ore. 230, 330, 382 Planos and Talking Machines, Cuticura Soap. 389 Etc. Hinds, A. S. 215 Kern County, Cal. 225 Loma Plaza Co. 223 Lyon & Healy 391 Levy Co., Ben 392 Palo Alto, Cal. 223 Victor Talking Machines 363 Malvina Cream 387 Mum 391 Sacramento County, Cal. 229 Publishers Pears Soap 210 San Joaquin County, Cal. 224 McClure's Publications 401 Stillman Cream Co. 391 Seattle, Wash. 235 National Sportsman 385 Shasta Co., Cal. 228 Poet Lore 237 Wearing Apparel Solano County, Cal. 226 Scribner's Magazine 209 Peet Bros. 391 Substitution, a Business Destroyer " "Substitution is one of the meanest kinds of practices. Men who resort to it should be sent to jail for it is obtaining money under false pretenses. They take advantage of the fact that the honest manufacturers have produced good articles which have secured prestige through advertising. Then they copy- steal-substitute and brazenly sell that which they claim to be 'just as good.' These words were written by William C. Freeman, advertising counselor of the New York Globe. They represent the observation of a man intimately acquainted with the ways of merchants. He continues, "The very bad feature about all this substitution evil is that it is more successfully practiced in neighborhood stores whose proprietors attend the same church as their customers-belong to the same social circle are members of the same club-and naturally have the confidence of their friends and acquaintances. They are after the money-more profit—so, sure of the confidence of their neighbors, they tell them that they have secured equally as good articles as those trade-marked articles advertised, which they can sell cheaper, and, of course, the friendly neighbors are pleased that their storekeepers are so considerate of them. A fine bunch of hypocrites these substitutors are!" It is a tribute well deserved to advertised goods that the big stores, stores which are monuments to successful merchandising, avoid substitution. Not only do they carry the advertised brands but they give them first place upon their shelves. Shrewd merchants, with a finger on the public pulse, realize that their own profits are as assured by sale of advertised brands as do the purchasers of advertised brands realize that they are assured of quality in demanding such goods. Recently a purchaser desired some underclothing. The large downtown stores were closed for the evening. He entered one of the small clothing stores on a prominent street. He asked to be shown Wilson Bros. underclothing. The clerk tossed a garment upon the counter for inspection, bearing the well-known Wilson Bros. trademark. The garment was not the size required, but the quality was acceptable. The clerk thereupon went to another section of the store and returned with the garment of the required size, which he adroitly wrapped and handed to the customer. Not until he had arrived at his home did the customer discover that the garment which he had purchased did not bear the brand demanded but was of apparently inferior quality, although sold at the same price. (Continued on page 216) 214 48026201 RECADE CO
