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A manufacturing concern is a success, a permanent success, in the ratio of the service rendered-just in proportion to the dependableness of the merchandise made and sold.

Last week I took a trip through the executive headquarters, the assembling, shipping and general headquarters of the AMERICAN LADY WAIST Co., 514-516 Broadway, near Spring Street, New York.

And then I took a trip up to the Waldorf Building, 2-16 West Thirty-third Street, New York, and there I saw some of the most magnificent "Lady Waists" ever presented before my eyes. I'm getting to know, as they would say out West, something about wholesale prices and values too.

If there is a concern in New York City that can serve you faithfully and well in the "Lady Waist" line, I believe it's the AMERICAN LADY WAIST CO.

They do not do business with everybody, but I find, on investigation, that they do business with most of the people worth while.

On my desk, this moment, is a letter from a buyer telling me of their special attention and

ARTIST
H

JOSEPH H. JOSEPH

A PRESENTATION of Mallinson's Silks for

Fall in your store is an exhibition of textile art which will inspire many purchases and many beautiful gowns.

It is the silk for retailing profit and prestige.

Advertisement written by F. D. VAN AMBURGH

The hammer has wood in its head, and the best thing you can say for it is, that it's a tool.

The hammer is a poor platform on which to hope to stand and expect any measure of suc

cess.

The hammer can only be used to drive your own business. When used to hit another business, it often occurs that the hammerer hits the nail on his own thumb.

There seems to be a lull in the anvil chorus.

Where are the human hammerers that started out to clinch business for themselves, by trying to put a dent in the business of JAY C. WEMPLE COMPANY, 35 East Twentieth Street, New York, established in 1845?

I was over to see the JAY C. WEMPLE COMPANY, who are the oldest, and I believe the best window-shade manufacturers in this country, the other day, and the truth that the knocker is but a booster came home to me in evidence.

JAY C. WEMPLE COMPANY are not only doing a very much larger business, but they are in

Advertisement written by F. D. VAN AMBURGH

Recently I took a trip into the country-back several miles from the farm where I live (a man only exists in New York), and do you know, I was very much surprised at what I saw. The results of my trip were a revelation to me, and should prove a profit to national advertisers.

The trip was made among some family friends, and nearly every woman and many of the girls had taken to knitting, crocheting-using the needle.

To the unthinking, this may mean little. To the national advertiser who thinks ahead, who wants to reach the eye of the women of America, the results of my observation mean much. In one home where I visited, there is an invalid aunt, and the family doctor insisted that she occupy a part of her time by using the needle, crocheting or knitting.

Lying on the table, and just before this "shutin," there lay NEEDLECRAFT, and the interesting part of it all is, NEEDLECRAFT will remain in that family for months, perhaps years, beNEEDLECRAFT is a textbook on the very things women want to know today.

cause

The coming long evenings should suggest to