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m 


THE 
HARDWARE 


r'-Y  CHARLES  AUSTIN  BATES 


M-. 


■MMm 


The  Hardware  Book 

No 

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The  Charles  Austin  Bates  Syndicate, 

Vanderbilt   Building, 

New  York. 


. . THE  . . . 


Hardware  Book 


Edited  by 

CHARLES  AUSTIN  BATES 


NEW  YORK 

The  Charles  Austin  Bates  Syndicate 

J899 


Copyright  1899 
The  Charles  Austin  Bates  Syndicate 


1  ') 


HOW  TO  ADVERTISE  HARD 
WARE  AND  STOVES. 


Hardware  stores  are,  as  a  rule,  very  poorly  advertised. 

There  is  no  reason  why  they  should  not  be  as  well  adver- 
tised as  any  other  kind  of  a  store. 

Here  and  there,  in  perhaps  one  or  two  towns  out  of 
a  hundred,  are  striking  exceptions  to  the  rule, —  hardware 
stores  that  seem  to  be  enjoying  a  good  deal  more  than  their 
share  of  prosperity.  And  invariably  these  successes  are  due 
to  good  store  management,  and  vigorous  advertising. 

The  hardware  business  is  more  stable  than  many  other 
lines.  The  goods  are  not  easily  breakable,  few  things  be- 
come shop- worn,  practically  nothing  goes  out  of  style,  and 
everything  in  the  store  will  stand  heat,  cold,  and  age. 

The  grocer  may  advertise  to-day  that  he  will  have  one 
thousand  quarts  of  strawberries  for  sale  to-morrow.  In  such 
a  case,  the  ad  is  for  the  most  part  a  short-lived  one.  A  con- 
siderable share  of  its  selling  power  will  be  gone  in  a  day  or 
two,  as  no  one  would  think  about  buying  anj^  of  that  par- 
ticular lot  of  berries  a  week  later. 

It  is  different  with  the  hardware  man.  He  may  adver- 
vise  to-day  that  he  has  just  received  five  hundred  ice-cream 
freezers.  Some  people  will  buy  to-day,  and  some  to-morrow, 
and  some  next  week.  Some  will  need  a  freezer  two  months 
later,  and  will  remember  the  ad,  and  naturally  presume  that 
some  of  the  freezers  are  left,  or  that  more  have  been  pur- 
chased, and  thus  the  ad  retains  its  selling  power  for  a  long 
time. 

There  are  innumerable  parallel  instances  which  might  be 
cited  to  show  that,  theoretically,  the  hardware  merchant's 
advertising  really  ought  to  bear  the  best  of  fruit.  The 
trouble,  however,  in  most  cases,  lies  in  the  fact  that  so  many 
conditions  are  in  his  favor  that  he  does  not  become  enthusi- 
astic. He  knows  that  his  ice-cream  freezers  won't  spoil  on 
his  hands,  and  that  they  will  sell  sooner  or  later,  and  he  lets 
his  competitors  sell  too  many  by  pursuing  the  same  course. 


4  THE  HARDWARE  BOOK. 

If  you  are  in  an  average  town,  with  average  competitors, 
and  if  your  business  is  not  already  extraordinary,  you  ought 
to  be  able  to  double  it  —  perhaps  treble  it  —  and  even  then 
keep  it  growing,  by  doing  vigorous,  persistent  advertising, 
and  keeping  your  store  on  a  parity  with  the  advertising. 

THE   FIRST  STEP. 

Do  not  plant  seed  before  plowing.  Do  not  expect  satis- 
factory results  if  you  have  put  the  cart  before  the  horse. 

The  first  step  in  successful  retailing  is  always  taken 
within  the  store. 

Good  advertising  will  not  make  up  for  an  incomplete 
and  poorly  arranged  stock.  It  will  not  offset  the  short- 
comings of  clerks,  nor  hold  the  custom  of  any  one  who  is 
not  satisfied  wdth  his  last  purchase. 

It  is  profitable  only  when  literally  truthful,  and  when 
the  conditions  inside  the  store  are  commendable. 

A  great  deal  depends  upon  the  efficiency  of  your  clerks. 

Politeness  is  second  only  to  honesty.  A  salesman  who 
always  controls  his  temper,  and  who  can  be  uniformly  polite 
under  all  circumstances,  is  hard  to  find.  But  there  are  such, 
and  they  are  worth  looking  for,  and  worth  a  good  deal  more 
salary  than  the  average  clerk. 

Nine  merchants  out  of  ten,  figuratively,  are  disposed  to 
get  along  with  the  cheapest  kind  of  help,  while  the  tenth 
merchant  wall  pay  big  salaries,  get  the  best  help,  and  bank 
the  most  money. 

Economy  is  a  good  thing,  but  there  are  lots  of  w^ays  of 
cutting  down  expenses  which  will  not  result  in  economy. 

As  a  rule,  the  clerk  who  sells  the  most  goods  is  the  most 
valuable  clerk,  but  that  is  not  always  the  case.  Sometimes 
a  clerk  wnll  be  making  a  surprising  lot  of  sales,  and  at  the 
same  time  driving  away  old  customers  by  being  too  urgent. 
The  clerk  question,  like  all  others,  must  be  considered  from 
all  points  of  view. 

An  abundance  of  light  is  of  great  importance.  It  is  not 
a  question  of  simply  being  able  to  see  to  transact  business, 
but  a  matter  of  making  the  store  strikingly  attractive. 

Money  spent  for  electric  arc  lights  is  money  well  spent, 
even  if  the  rate  is  pretty  high.  The  man  who  puts  in  gas 
because  it  is  cheap,  and  then  saves  more  by  keeping  half  his 


THE  HARDWARIv  HOOK.  5 

burners  turned  off,  generall}^  does  so  many  other  things  on 
the  same  basis  that  his  prosperity  is  very  limited. 

Absolute  cleanliness  is  not  as  essential  in  a  hardware 
store  as  it  is  in  any  store  that  sells  eatables,  hut  it  should  be 
considered  so.  It  is  of  vast  importance.  The  cleaner  the 
store  and  windows,  the  better  the  impression  upon  customers. 
Try  to  forget  that  you  were  ever  in  your  store.  Then 
w^alk  in  and  endeavor  to  see  things  through  new  eyes  — 
through  a  stranger's  eyes.  That  is  a  difficult  thing  to  do, 
but  it  is  worth  trying.  Give  the  matter  a  good  deal  of 
thought,  and  you  will  be  able  to  see  lots  of  things  from  a 
new  point  of  view.  Get  some  of  your  friends  to  criticize 
your  store  in  every  way  possible.  Tell  them  to  make  mean 
remarks  about  your  goods,  and  the  arrangement  of  them, 
and  the  service  of  your  salesmen,  etc.  If  you  can  get 
some  friendly  criticism  in  that  way,  you  are  almost  sure 
to  get  some  suggestions  which  can  be  utilized  greatly  to 
your  profit. 

When  you  advertise  a  special  line  of  goods  you  should 
always  make  that  line  the  most  conspicuously  displayed  of 
any  in  the  store,  if  possible.  If  it  be  oil  stoves,  put  them 
on  a  table  or  counter,  as  well  as  in  the  window,  so  that  peo- 
ple will  understand  that  3'our  ads  really  mean  that  you 
want  to  sell  oil  stoves. 

It  is  not  an  uncommon  occurrence  for  a  merchant  to  run 
a  special  sale  ad,  and  then  fail  to  have^  any  evidences  of 
a  special  sale  in  the  store.  In  many  cases  the  clerks  do  not 
see  the  ad,  and  are  not  apprised  of  its  statements.  That  is 
decidedly  wrong. 

A  special  sale  ad  should  have  a  lot  of  enthusiasm  in  it, 
and  then  there  should  be  just  as  much,  if  not  more,  enthusi- 
asm in  the  store,  wdien  the  scheduled  time  for  the  sale 
arrives. 

The  right  kind  of  a  course  will,  in  a  very  short  tune, 
convince  the  public  that  you  are  literally  honest  in  your  ads, 
as  well  as  in  your  store,  while  a  little  carelessness  in  your 
advertising  will  damage  you  very  materially,  even  though 
your  intentions  may  be  all  right. 

There  are  so  many  little  "tricks  in  all  trades"  that  mer- 
chants of  even  the  highest  standing  must  make  a  continual 
effort  to  hold  the  absolute  confidence  of  their  customers. 

Of  course  I  do  not  want  to  convey  the  idea  that  it  is 
necessary  to  have  the  best  and  biggest  stock,  the  best  store, 
the   finest   location,   and    all  other  desirable  advantages  m 


6  THE  HARDWARE  BOOit. 

order  to  make  advertising  pay.  It  is  absolutely  essential  to 
have  reliable  goods,  and  to  sell  them  at  reasonable  prices, 
and  to  deal  with  people  on  the  Golden  Rule  basis.  It  is 
best  to  have  as  many  advantages  as  possible,  but  still,  judi- 
cious advertising  will  pa}'  well  in  spite  of  man}-  disadvan- 
tages if  the  advertiser  suits  his  customers  with  his  goods, 
prices,  and  treatment. 


THE  NEWSPAPERS. 

Spend  your  advertising  money  mostly  with  the  news- 
papers. 

Do  not,  under  any  circumstances,  spend  any  of  it  for 
space  in  church,  theater,  or  race-track  programs.  Do  not 
use  handbills.  Do  not  use  trading  stamps  nor  any  sort  of 
scheme  advertising.  Such  schemes  do  not  pay  anybody 
but  the  promoters  more  than  once  in  a  thousand  times,  and 
when  they  pay  that  often,  it  is  accidental. 

On  the  other  hand,  good,  straightforward,  persistent, 
newspaper  advertising,  done  under  favorable  conditions, 
alwaj's  paj's. 

This  is  an  age  when  everybody  reads  the  newspapers, 
and  nearly  everybod}-  has  learned  to  profit  by  reading  the 
advertisements. 

Newspapers  sell  because  people  want  the  information 
they  contain  —  the  news.  And  the  store  news  to  be  found 
in  the  ads  is  the  most  important  news  of  the  day  to  millions 
of  American  people. 

You  can  put  your  store  news  before  more  people  for  less 
money  by  using  newspaper  space  than  in  any  other  way. 
When  you  put  your  ad  in  a  paper,  you  put  it  where  people 
expect  to  find  ads. 

Do  not  imagine  that  your  ad  is  not  going  to  get  due  at- 
tention ' '  because  there  are  so  many  other  ads  there. ' '  That 
is  a  rather  common  and  very  erroneous  idea. 

A  paper  that  doesn't  have  many  ads  doesn't  usually 
have  a  good  circulation.  Besides,  when  a  person  is  looking 
up  price-lists  and  bargain  sales,  he  is  pretty  sure  to  give  the 
most  of  his  attention  to  the  paper  that  contains  the  most 
ads. 

People  nowadays  want  the  ads.     They  want  your  ads. 


THE  HARDWARE  BOOK.  7 

BOOKLETS  AND  CIRCULARS. 

There  is  no  substitute  for  newspaper  advertising ;  but 
the  careful  use  of  an  occasional  circular  or  booklet,  if  it  be 
a  really  striking,  forceful,  high-grade  one,  is  an  invaluable 
adjunct. 

Upon  your  actual  customers  you  can  afford  to  spend  a 
good  deal  more  money  proportionately  than  you  can  upon 
those  who  are  merely  prospective  customers.  Right  here  is 
where  the  vast  majority  of  retailers  err.  ^They  figure  that 
when  a  customer  is  secured  that  is  all  that  is  necessary,  and 
further  efforts  to  gain  custom  should  be  directed  at  com- 
petitors' customers. 

You  can  probably  induce  your  present  customers  to  buy 
twentj^-five  to  fifty  per  cent,  more  goods  easier  and  at  a 
smaller  cost  than  3^ou  can  secure  an  equal  amount  of  new 
business  from  new  customers,  provided  3^ou  take  the  right 
course  to  do  it. 

You  should  have  a  carefully  compiled  list  of  the  names 
of  all  customers.  Two,  three,  or  four  times  a  j^ear  send 
them  a  neat  circular  describing  some  new,  seasonable  goods, 
and  quote  prices. 

The  circular  should  be  illustrated,  and  handsomely 
printed  on  fine  paper.  It  should  be  worded  much  like  a 
personal  letter.  Of  course  no  one  person  wall  think  the  cir- 
cular has  been  issued  solely  on  his  account,  but  it  is  possible 
to  wTite  it  in  such  a  way  as  to  make  each  customer  feel  that 
he  is  one  of  a  favored  few. 

A  little  direct  talk  in  this  way  is  always  effective.  There 
is  no  waste  circulation.  Practically  every  one  of  your  cus- 
tomers will  give  your  circulars  due  attention  if  you  do  not 
send  them  too  often,  and  if  you  use  circulars  that  are  good 
enough  to  entitle  you  to  the  attention. 

If  you  are  reasonably  prosperous,  you  can  well  afford  to 
use  a  small  booklet  once  or  twace  a  year  wath  the  circulars, 
or  in  lieu  of  them.  If  you  send  out  booklets  and  circulars 
together,  the  circular  should  be  in  letter  form,  and  be  very 
concise.  In  that  case  its  mission  would  be  to  have  *  *  the 
first  say,"  to  convince  the  recipient,  in  a  few  words,  that 
every  line  in  the  booklet  is  worth  reading. 

The  booklet  should  be  just  as  striking,  and  unique,  and 
interesting  as  possible.  It  should  not  have  the  appearance 
of  a  mere  catalogue.     It  should  give  some  prices,  and  tell 


8  THE  HARDWARE  BOOK. 

about  new  goods,  but  this  should  be  done  as  if  you  were 
telling  an  interesting  narrative.  The  thread  of  the  story 
should  run  through  all  the  pages. 

You  should  not  mention  staples  in  particular,  but  do  the 
talking  about  the  things  that  people  need,  but  can  and  do 
get  along  without  simply  because  they  do  not  happen  to 
think  of  them.  A  great  deal  can  be  accomplished  in  this 
direction. 

Aside  from  sending  these  booklets  through  the  mail  to 
customers,  they  (or  similar  ones )  can  be  used  to  great  ad- 
vantage to  do  up  inside  all  small  packages.  You  should 
have  them  for  this  purpose  even  if  you  do  not  care  to  go  to 
the  expense  of  sending  them  by  mail.  In  this  way  they  are 
especially  effective  wdien  put  in  packages  of  goods  sold  to 
women. 

In  all  corners  of  your  store  are  innumerable  labor-saving 
devices  which  most  women  do  not  have.  These  are  the 
things  to  talk  about. 

Your  circulars,  and  booklets,  and  letter-paper,  and  bill- 
heads, and  envelopes,  and  all  other  printed  matter,  are  your 
advertising  matter.  They  all  represent  you,  and  you  will 
be  judged  by  3^our  representatives. 

You  can  not  afford  to  use  printed  matter  from  the  shop 
of  the  average  countr\^  printer,  no  matter  how  cheaply  he  is 
willing  to  work.  He  will  tell  you  he  does  "artistic  job 
printing  with  neatness  and  despatch,"  but  that  doesn't 
prove  anything.  It  does,  however,  imply  that  he  doesn't 
know  what  really  artistic  printing  is. 

I  know  enough  about  printers  to  know  that  absolutely 
every  country  printer  thinks  his  work  is  better  than  can 
possibly  be  produced  anywhere  else  in  the  country. 

There  are  some  good  printers  in  country  towns,  but 
they  are  rare  exceptions  to  the  rule.  And  the  best  of  them 
are  usually  handicapped  for  the  want  of  proper  facilities  to 
enable  them  to  handle  such  work  as  booklet  printing  to 
good  advantage. 

What  is  worth  doing  at  all  is  worth  doing  well. 

It  is  generally  considered  good  policy  to  patronize  home 
industries,  but  it  is  not  good  business  to  patronize  one's 
home  printer  when  the  printer  produces  work  that  mis- 
represents one. 


THE  HARDWARE  BOOK.  9 

HOW  MUCH  MONEY  TO  SPEND. 

When  you  are  sure  you  are  doing  the  right  kind  of  ad- 
vertising, you  are  safe  in  spending  money  pretty  hberally. 

You  should  make  an  estimate  of  what  you  think  you 
can  profitably  appropriate  for  a  year's  advertising,  but 
you  should  not  necessarily  adhere  to  your  original  plan. 
You  should  be  ready  to  increase  your  appropriation  at  any 
time.  You  may,  at  any  time,  have  new  competition  to  cope 
with.  In  such  a  case  it  would  be  better  to  put  an  extra 
hundred,  or  five  hundred,  dollars  into  advertising  than  to 
let  the  new  firm  get  enough  of  your  trade  to  reduce  your 
profits  that  much. 

Do  not  contract  with  a  newspaper  to  use  a  certain  amount 
of  space  each  day  or  week.  If  you  insist  upon  it,  you  can 
get  just  as  good  discounts  by  contracting  for  a  certain  amount 
of  space  to  be  used  during  a  year,  reserving  the  right  to  use 
just  as  much  or  little  in  each  issue  as  you  choose.  Some 
days  you  wall  have  a  good  deal  to  say,  while  other  days  you 
will  not  have  enough  to  say  to  w^arrant  using  a  space  as  large 
as  you  would  usually  need. 

Do  not  write  an  ad  to  fill  a  space.  Write  the  ad  to  tell 
your  story,  and  then  let  the  amount  of  matter  regulate  the 
size  of  the  space.  In  this  way  you  wall  not  waste  any  space. 
In  this  way  you  can  save  up  space  for  a  few  i.ssues,  and  then 
make  a  splurge  with  a  very  large  space.  In  this  way  you 
will  attract  a  great  deal  more  attention  than  by  using  the 
same  space  each  time,  while  the  cost  per  year  will  be  the 
same. 

In  advertising  it  is  not  a  question  of  how  little  you  can 
spend,  but  how  much  you  can  profitably  spend.  The  more 
the  better  so  long  as  it  pays. 

Perhaps  if  you  make  your  advertising  matter  twice  as 
good  it  will  pay  several  times  as  well.  And  then  it  may  be 
possible  to  double  up  on  the  amount  of  it  to  excellent  ad- 
vantage, while  if  it  were  doubled  in  quantity  without  being 
improved  in  qualit}',  it  would  be  very  unprofitable. 

There  are  very  few"  fixed  rules  in  advertising.  It  has  to 
be  regulated  from  day  to  day  and  week  to  week  according 
to  one's  best  judgment. 

From  one  and  a  half  to  five  per  cent,  of  the  gross  re- 
ceipts is  the  range  of  expenditures  of  the  majority  of  well- 
advertised  stores. 


lo  THE  HARDWARE  BOOK. 


WHAT  TO  SAY. 

There  are  a  great  many  things  to  be  said  in  favor  of 
kitchen  conveniences.  They  don't  cost  much,  and  yet  in 
ninety-nine  kitchens  out  of  a  hundred,  the  one  who  does  the 
work  gets  along  month  after  month  with  inconveniences  and 
insufficient  paraphernaHa.  The  work  is  done  in  a  hard  way, 
because  of  the  lack  of  a  few  articles  that  a  few  cents,  or,  at 
the  most,  a  couple  of  dollars,  would  buy. 

If  you  can  tell  these  things  in  your  advertisements,  and 
quote  prices  on  convenient  small  wares,  you  can  sell  them 
every  time.  More  than  that,  if  you  get  people  into  your 
store  for  a  ten- cent  article,  the  chances  are  they  will  buy  a 
dollar's  worth  before  they  leave. 

I  do  not  believe  there  is  a  woman  in  the  world  who  can 
look  over  a  stock  of  house- furnishing  goods,  and  not  buy 
some  of  it  if  she  has  the  price. 

She  is  sure  to  see  something  that  she  has  wanted  for  a 
long  time. 

She  will  find  things  that  she  has  been  doing  without  for 
years  without  knowing  that  she  was  doing  without  them. 

If  she  goes  into  a  store  to  get  a  fifty-cent  stew-pan,  there 
is  an  excellent  opportunity  to  show  her  a  twenty-four  dollar 
stove. 

Stove  dealers  may  not  know  it,  but  there  are  only  a  few 
stoves  in  the  w^orld's  kitchens  that  really  behave  as  stoves 
ought  to  behave. 

There  are  only  a  few  women  who  are  satisfied  with  their 
stoves. 

They  either  bake  too  slow,  or  they  bake  too  fast,  or  they 
do  not  bake  at  all.  They  bake  too  quickly  on  the  top,  or 
too  slowly  on  the  bottom,  or  vice  versa. 

If  you  can  convince  them  that  you  have  a  stove  that  will 
really  do  what  it  is  designed  to  do,  you  won't  have  a  great 
deal  of  trouble  in  selling  it. 

When  it  comes  to  heaters,  the  problem  is  a  little  more 
difficult.  Then  it  is  generally  a  question  of  handsome  ap- 
pearance, combined  with  convenience  and  reasonable  price. 

The  pretty  stoves  are  the  ones  to  advertise.  They  are 
the  ones  that  people  do  not  know  about. 

Everybody  knows  that  she  can  go  to  a  stove  store,  and 
buy  a  cast-iron  "cannon"  stove,  or  a  little  sheet-iron-hall- 
bedroom-boarding-house  stove;  but  she  doesn't  know  about 


THE  HARDWARE  BOOK.  ii 

that  new,  nickel-plated,  tile-front,  open-faced  parlor  stove 
that  you  have  just  received. 

That 's  the  thing  to  tell  her  about.  If  you  have  a  por- 
trait of  it,  put  it  in  the  ad,  but  be  sure  that  the  portrait  does 
it  justice.     If  it  flatters  it  a  little,  it  will  not  do  any  harm. 

Base  burners  are  sold  more  for  their  convenience  and 
their  heating  qualities.  If  you  have  such  a  stove  that  only 
has  to  be  filled  with  coal  about  once  a  month,  and  never 
goes  out  on  cold  mornings  —  that's  the  stove  to  advertise. 

I  believe  women  buy  most  of  the  stoves,  or  at  any  rate 
they  boss  the  buying.  The}^  also  have  most  of  the  bother 
of  taking  care  of  a  stove  after  it  is  bought. 

Most  men  are  so  busy  in  the  morning  that  tliej'  forget  to 
fill  the  base  burner  before  they  go  down- town. 

Then  the  woman  of  the  house  has  to  do  it  herself. 

Naturally  a  stove  that  needs  attention  only  once  a  day 
possesses  strong  attractiveness  for  her. 

There  are  a  lot  of  convenient  little  articles  in  a  hardware 
stock  that  can  be  profitably  advertised.  Of  course,  the  hard- 
ware dealer  has  to  cater  to  the  trade  of  the  builders  and 
carpenters  in  his  community,  but  he  must  look  for  the  large 
part  of  his  business  from  the  women. 

There  are  refrigerators  and  screens,  lawn  mowers  and 
garden  hose,  weather  strips,  pocket  and  table  cutlery,  and 
half  a  hundred  other  things  that  appeal  directly  to  women. 
These  things  should  be  advertised  in  their  proper  season. 

There  are  many  other  things  that  could  be  profitably  ad- 
vertised if  the  hardware  dealer  gave  sufficient  thought  to  his 
businCvSS. 

I  believe  that  a  box  with  compartments  in  it  for  a  small 
quantity  of  several  sizes  of  nails  could  be  sold  at  about  two 
or  three  times  the  price  of  nails  by  the  pound. 

In  not  one  house  in  an  hundred  is  there  a  nail  to  be  found 
when  it  is  wanted.  I  believe  an  outfit  of  this  kind  could  be 
made  up  and  sold  quite  largely. 

You  can  sell  carpet  tacks  most  any  time  you  please,  if 
you  make  a  cut  price  on  them.  Sell  them  at  cost  if  you  like. 
You  can't  lose  very  much  money  if  you  sell  out  your  entire 
stock  of  tacks.  You  will  get  people  into  the  store,  and  when 
they  come,  they  will  buy  something  besides  the  tacks. 

Table  cutlery  is  a  good  thing  to  advertise. 

Pocket  knives  are  good  things  to  advertise. 


12  THE  HARDWARE  BOOK. 

There  is  a  concern  in  Toledo  that  does  a  big  mail-order 
business  in  pocket  knives  by  advertising  in  the  magazines 
and  religious  papers.  If  local  dealers  were  wide-awake,  this 
firm's  business  would  not  be  so  great. 

Talk  to  people  through  your  ads  just  as  3^ou  talk  to  them 
in  your  store. 

Tell  why  3'Our  stoves  or  your  granite  teakettles  are  good. 
Tell  who  the  makers  are.  Describe  everything  fully  and 
quote  the  price.  Describe  everything  just  as  if  the  reader 
were  grossly  ignorant.  The  fact  is  that  you  understand 
your  goods  so  thoroughly  that  you  are  likely  to  presume 
that  the  general  public  has  considerable  knowledge  of 
them.  And  this  is  where  you  are  very  likely  to  make  a 
mistake. 

The  things  that  ' '  everybody  ought  to  know  ' '  are  usually 
just  the  things  that  most  people  do  not  know,  and  will  not 
learn  unless  you  tell  them  in  your  ads. 

Do  not  worry  about  saying  too  much  as  long  as  3'ou  tell 
facts  about  your  goods. 

A  young  man  w^ho  is  living  in  a  boarding-house,  and  has  n't 
ever  seriously  contemplated  married  life,  is  not  going  to  read 
a  long  ad  about  a  kitchen  range.  You  might  possibly  make 
your  ad  so  very  short  and  so  very  large  that  he  couldn't 
help  reading  it,  but  it  wouldn't  do  you  any  good  if  he 
should.  On  the  other  hand,  a  long  description  of  the  range 
will  be  carefully  read  by  any  man  or  woman  who  is  inter- 
ested.    Too  much  brevity  spoils  a  vast  majority  of  ads. 


FUNNY  ADvS. 

An  ad  which  is  read  is  not  always  successful  —  as  Mrs. 
Partington  has  said:    "  Not  by  no  means." 

I  have  no  doubt  that  there  are  a  great  many  ads  which 
are  read,  and  which  result  in  no  business. 

The  idea  of  attracting  attention  at  any  cost  is  one  with 
which  I  can  not  too  strongly  express  my  disagreement. 

The  funny  ad  may  be  good,  or  it  may  not.  The  chances 
are  rather  on  the  side  of  its  not  being  good.  Not  all  people 
are  humorists,  and  among  those  who  are  there  is  a  great  dif- 
ference of  opinion.  A  thing  may  be  very  funny  to  one 
man,  and  very  disgusting  to  another  ;  and  it  seems  to  me 
that  the  safest  and  surest  way  is  to  stick  to  common  sense 
and  plain  English. 


THE  HARDWARE  HOOK.  13 

The  riming  ads,  I  suppose,  have  their  value.  It  is  cer- 
tainly true  that  they  stick  in  one's  mind  to  a  most  exasper- 
ating extent.  Whether  they  bring  business  or  not,  is  some- 
thing which  it  is  probable  nobody  will  ever  know.  Probably, 
if  the  rime  could  be  made  to  convey  a  good,  solid  shot,  it 
would  be  as  good  as  a  straight  talk  would  be,  but  most  of 
the  riming  ads  that  I  see  do  not  have  these  very  essential 
qualities. 

DISPLAY. 

An  ad  is  well  displa3'ed  when  it  is  prominent  and  yet 
plain  and  easy  to  read. 

In  country  town  papers  the  majority  of  ads  are  so  badly 
displayed  that  a  simple,  plain  ad  presents  a  striking  contrast. 

Whatever  effort  is  made  to  gain  prominence,  do  not  let 
your  printer  do  away  with  simplicity.  Do  not  let  him  set 
curved  lines  nor  use  embellishments.  Do  not  let  him  be 
"artistic."  I  have  already  said  something  about  country 
printers.  When  it  comes  to  newspaper  advertising,  of  course 
it  is  necessary  to  accept  the  work  of  a  country  town  printer 
if  one  is  doing  business  in  a  country  town.  But  any  office 
is  well  enough  equipped  if  to  set  a  good  newspaper  ad.  The 
trouble  is  entirely  with  the  printer. 

You  should  decide  upon  a  style,  and  then  insist  upon 
having  your  ads  set  in  that  style.  If  it  is  difficult  for  you 
to  explain  how  you  want  them,  a  good  plan  is  to  clip  some 
ads  that  suit  you,  from  city  newspapers,  and  give  them  to 
your  printer.     He  can  easily  follow  the  style. 

Never  use  more  than  three  display  lines  and  three  styles 
of  type  in  any  one  ad.  Generally  one  display  line  and  one 
style  of  type  make  the  best  possible  display. 

A  plain  rule  border  is  usually  an  advantage,  although  not 
essential. 

Some  very  extensive  and  successful  advertisers  use  no 
display  at  all,  but  the  best  rule  is  to  always  have  one  strong 
line  to  catch  the  eyes  of  readers  who  would  otherwise  over- 
look the  ad  entirely. 

The  fact  that  some  advertising  pays  well  without  being 
displayed,  doesn't  prove  that  it  wouldn't  pay  much  better 
if  made  more  prominent  by  very  striking  display. 

The  most  successful  people  have  much  to  learn. 


H 


THE  HARDWARE  BOOK. 


TRIM  YOUR  VINES, 

plant  your  garden  and  make  your  borne 
a  bower  of  loveliness  when  spring  comes 
with  her  hands  full  of  violets.  We 
bave  on  band  to  aid  you  in  tbla  bealtb- 
glvlng  work,  the  largest  asBortment  of 
fine  garden  tools  of  the  kind  that  will 
not  try  your  patience  while  using 
them,  Including  trowels,  weeders. 
spades,  rakes,  shears  and  pruning 
knives,  the  latter  In  all  flzes  from  &n 
8-inch  hand  pruner  for  grape  vines  and 
shrubbery  to  the  large  tree  pruner  with 
10  foot  handle.  We  carry  the  best 
brands  made. 
Our  14-ounce  solid  copper  double  sprayer  with  1  quart  tank  at  $1.00  each 

Is  the  greatest  value  ever  offered  for  the  money.    We  will  have  them  on  sale 

commencing  Monday,  March  20th. 


Seavey  Hardware  Company, 

Sole  Agents  Famous  Stewart  &  Born  Steel  Ranges. 


Home  and  Bell  'Phone  149. 


19  and  21  West  Main  Street. 


The  display  of  this  Seavey  ad  is  commendable  as  com- 
pared with  the  majority  of  ads  ;  but  it  is  not  beyond  criti- 
cism. 

If  the  head-line  were  larger  —  extending  over  the  cut  — 
and  the  signature  smaller,  and  the  ornaments  between  the 
reading-matter  and  cut  omitted,  the  appearance  of  the  ad 
would  be  excellent. 

When  a  large  headline  and  small  signature  are  used,  every 
change  in  an  ad  is  obvious  at  a  glance.  A  very  prominent 
signature  and  small  heading  make  different  ads  look  very 
much  alike  and  many  readers,  in  such  cases,  are  uncon- 
sciously impressed  with  the  idea  that  the  same  ad  is  running 
right  along.  Of  course  this  is  but  a  small  point,  but  it  is  a 
good  one  ;  and  a  few  good  points  often  makes  poor  ads  good 
enough  to  be  profitable. 

The  same  styles  of  type  and  the  same  general  style  of 
setting  should  be  followed,  but  every  different  ad  should  be 
otherwise  as  different  as  possible.  A  new  headline,  and  a 
new  cut  should  be  used  each  time,  and  it  is  well  to  make 
frequent  changes  in  the  shape  of  your  ads. 


THE  HARDWARE  BOOK, 


15 


You  Can  Handle  Tools 

If  you  have  them.  A  wrench,  and  a  saw, 
and  a  hammer,  and  a  file,  and  a  few  other 
things  —  in  all  only  a  few  dollars'  w^orth 
—  will  save  you  many  dollars  a  year. 

You  will  do  the  little  odd  jobs  during 
your  odd  moments,  and  the  saving  in 
carpenters'  and  plumbers'  bills  will  count 
up  lots  faster  than  you  anticipate. 

The  coat  probably  fits.     Put  it  on. 

We  have  the  tools.     Our  prices  are  low. 

Fowler  Hardware  Company. 


This  Fowler  ad  shows  the  best  possible  style  of  display 
for  a  small,  single-column  ad. 

The  cut  is  striking,  the  head-line  strong,  and  the  whole 
ad  is  simple  and  readable. 

The  proportionate  sizes  of  the  headline  and  signature  are 
just  right  in  this  ad  although,  of  course  there  is  no  occasion 
to  make  any  fixed  rule. 

Either  or  both  of  these  specimens  will  do  to  give  to  your 
printer,  to  use  as  a  guide  in  setting  3'our  ads. 


i6  THE  HARDWARE  BOOK. 

THE  USE  OF  ILLUSTRATIONS. 

The  best  ads  nowada^'s  are  illustrated. 

Practicalh"  all  the  big  prosperous  advertisers  use  cuts 
liberall3\  And  they  have  demonstrated  be3^ond  any  ques- 
tion that  appropriate  illustrations  increase  the  value  of  an 
ad  very  materially. 

The  large  city  department  stores,  and  many  of  the  great 
manufacturing  concerns,  have  their  own  artists,  and  keep 
them  constantly  emplo3"ed  making  new  designs. 

In  some  cases  a  cut  is  of  great  value,  because  it  conve3's 
to  the  reader  a  knowledge  of  an  article  which  would  be 
difficult  to  describe  clearl3^  But  in  most  cases  its  sole  object 
is  to  attract  attention. 

Ever3^bod3'  will  look  at  a  striking  picture,  whether  it  is 
in  3^our  ad  or  in  any  other  part  of  the  paper.  And  it  would 
be  almost  impossible  to  get  so  man3'  striking  pictures  in  a 
a  paper  that  the  average  reader  would  n't  look  at  all  of  them. 

Any  sort  of  an  illustration  is  permissible  to  attract  atten- 
tion, so  long  as  it  can  not  give  offense  to  any  one  ;  but  as 
a  rule  the  most  effective  cuts  are  those  which  show,  in  tise, 
the  article  talked  about. 

A  small,  neat  outline  cut  will  make  ever3^  ad  so  much 
more  valuable  that,  in  view  of  the  present  low  prices  of  cuts, 
you  can  hardly  ever  afford  to  use  newspaper  space  without 
using  a  cut  to  draw  attention  to  it. 

Circulars  and  booklets  should  be  profusel3^  illustrated. 

For  a  small  ad  one  cut  each  time  is  sufficient. 

It  pays  to  have  a  new  cut  for  each  new  ad.  If  one  should 
use  an  old  cut  it  would,  at  a  glance,  tell  the  reader  that  the 
ad  is  old  also.  And  people  want  fresh  ads  just  as  often  as 
thev  want  fresh  news  of  the  world. 


WHEN   TO   ADVERTISE. 

The  time  to  advertise  is  all  the  time,  but  the  time  to  do 
the  most  advertising  is  when  there  is  the  most  business  to 
be  had. 

You  vShould  never  stop  advertising  entirel3'  because  busi- 
ness is  dull,  but  it  is  well  to  cut  down  3'our  space  during 
dull  weeks,  and  save  up  the  ammunition  for  brisk  seasons. 

The  newspaper  man  will  tell  3'ou  that  3'OU  should  adver- 
tise more  in  dull  times  than  in  busy  times.     His  argument 


THE  HARDWARE  BOOK.  17 

is  that  you  can  create  business  by  vigorous  advertising  in 
dull  times.  You  can,  but  it  is  probable  that  you  can  not 
create  enough  to  warrant  paying  the  newspaperman  as  much 
money  as  he  will  advise  you  to  pay  him. 

There  is  always  something  to  talk  about,  andj^ou  should 
always  advertise  in  dull  times  so  as  to  lose  no  ground,  but 
you  can  not  sell  heating  stoves  in  June  nor  fly  screens  in 
December. 

You  can  not  succeed  if  you  try  to  do  inconsistent  things, 
and  it  certainl}^  is  inconsistent  w^hen  any  one  advises  doing 
the  most  advertising  during  the  dullest  season. 

By  making  a  close  study  of  the  matter  you  can  make 
most  of  your  advertising  seasonable. 

If  you  sell  garden  hose  and  lawn  mowers,  and  if  you 
have  a  plumber  who  makes  water  connections  and  puts  in 
h^'drants,  etc. ,  you  can  do  a  lot  of  profitable  talking  upon 
these  subjects  as  the  grass  begins  to  grow  in  the  spring. 
Then  3^ou  can  talk  about  ice  tongs,  and  garden  tools,  and 
ice-cream  freezers,  oil  and  gas  stoves. 

Skates,  and  snow  shovels,  tools  used  by  farmers  during 
harvesting  time,  and  carpet  stretchers,  and  all  sorts  of 
things  are  seasonable  at  different  times  in  the  year. 

When  an  exceedingly  hot  or  cold  snap  sets  tongues 
"  a-waggin'  "  about  the  temperature,  spring  a  thermometer 
ad  on  the  people. 

YOUR  GUARANTEE. 

"Your  money  back  if  you  want  it,"  isn't  a  new  idea, 
but  it  is  the  best  guarantee  of  quality  that  was  ever  made. 

You  should  always  back  up  your  guarantee  in  this  way, 
or  in  words  to  the  same  effect.  If  3^our  goods  won't  stand 
it,  then  there  is  something  wrong  with  them,  and  you  must 
not  expect  very  profuse  prosperity-  under  the  circumstances. 

The  standing  offer  to  return  mone}^  for  any  unsatisfac- 
tory' goods  will,  of  course,  result  in  your  being  imposed 
upon  occasionally,  but  you  must  expect  that.  And  in  case 
there  should  be  anything  really  wrong  with  anj^thing  you 
sell,  you  certainly  want  to  know  it. 

You  can  not  afford  to  have  any  displeased  customers 
under  any  circumstances  if  you  can  possibly  help  it. 

The  trouble  with  a  great  man}-  merchants  is  that  they 
do  not  look  far  enough  ahead  when  dealing  with  displeased 


1 8  THE  HARDWARE  BOOK. 

customers.  The}^  generally  try  to  convince  the  customers 
that  they  are  mistaken.  And  in  most  cases  the  customers 
are  "convinced  against  their  will."  In  other  words,  they 
are  not  convinced  at  all,  but  simply  give  up  the  fight,  and 
decide  always  to  buy  elsewhere,  and  also  always  to  endeavor 
to  induce  other  people  to  do  so. 

It  is  a  very  common  thing  for  a  displeased  customer  to 
want  a  good  deal  of  revenge,  and  he  often  gets  it.  Dignified 
silence  would,  of  course,  be  more  becoming,  but  the  ma- 
jority of  people  are  not  diplomats. 

One  must  deal  with  the  world  as  it  is  —  not  as  it  ought 
to  be  —  if  he  would  reap  the  greatest  possible  pecuniary 
harvest. 

Whenever  you  feel  that  you  are  imposed  upon,  just  figure 
that  the  amount  lost  is  an  investment  in  a  license  to  use  the 
strongest  kind  of  quality  argument  —  the  money-back-if- 
you-want-it  argument. 


SPECIAL  SALES. 

The  great  department  stores  that  merchants  everywhere 
are  complaining  about  have  developed  almost  wholl}^  as  the 
result  of  the  judicious  advertising  of  bargain  sales. 

The  American  people,  especially  the  women,  want  bar- 
gains.    The  more  the  better,  usually. 

Every  few^  weeks  you  should  get  a  lot  of  odds  and  ends 
together,  and  advertise  a  cut-price  sale. 

Make  the  cuts  deep  when  you  cut  at  all.  You  can 
afford  to  lose  a  little  on  a  few  things  for  the  sake  of  using 
this  method  to  draw  a  crowd. 

So  many  people  will  come  to  bu}"  a  fift3^-cent  bargain, 
and  then  buy  a  lot  of  other  things  at  regular  prices,  that 
you  will  find  the  plan  very  profitable.  The  fact  that  hard- 
ware dealers  rarely  do  much  bargain  sale  business  will  be  to 
your  advantage. 

The  right  sort  of  bargain  sales  can  be  made  profitable  in 
most  any  line  of  business. 


WINDOW  DISPLAY. 

Hardware  windows  are  often  pretty,  but  usuall}^  not  as 
effective  as  they  should  be. 


THE  HARDWARE  BOOK.  19 

The  sole  object  of  a  window  display  is  to  advertise  —  to 
sell  goods. 

Some  windows  attract  a  great  deal  of  attention,  but  do 
not  draw  people  into  the  store  to  bu3^ 

You  should  display  only  a  few  things  at  a  time,  and 
change  very  often,  and  have  a  neat,  plain  price-card  on  each 
different  article. 

When  necessar}^,  have  an  explanation  as  well  as  the 
price  on  the  card. 

Do  not  make  unpriced  displaj^s  with  the  common,  but 
erroneous,  idea  that  every  one  who  is  interested  in  the  goods 
shown  will  come  in  to  ask  the  prices.  Of  course,  many 
people  will,  but  not  nearly  all  who  will  be  interested. 

In  a  great  many  cases  your  prices  will  be  lower  than 
people  would  imagine,  and  upon  seeing  a  price  a  person  will 
immediately  decide  to  buy,  while  if  the  price  were  not  shown 
in  the  window,  he  would  never  give  the  matter  any  serious 
consideration. 

Make  buying  just  as  easy  as  possible  in  every  way. 

You  have  lots  of  little  things  wdiich  are  convenient  and 
novel,  but  not  really  necessities,  that  sell  for  five  and  ten 
cents.  If  you  have  some  of  these  on  your  show  cases  where 
you  make  change,  and  have  price  tags  on  them,  you  will 
very  often  have  a  customer  push  a  nickel  or  a  dime  back  at 
you,  and  help  himself  to  one  of  the  articles.  If  the  articles 
in  question  were  inside  the  show-cases,  not  as  many  people 
would  buy,  simply  because  it  would  not  be  as  convenient  to 
do  so. 

The  slightest  trifles  decide  people  in  very  many  cases, 
and  careful  attention  to  a  multitude  of  trifles  will  bring  suc- 
cess that  would  otherwise  never  come. 

You  get  your  own  hardware  at  your  own  store,  but 
everything  else  you  and  your  family  use  you  buy  at  other 
stores.  You  have  preferences  —  decided  ones  in  some  cases. 
At  the  first  thought  it  is  probable  that  3'ou  can  not  tell  just 
why  you  have  some  of  these  preferences. 

A  good  deal  of  thought  will  doubtless  reveal  a  lot  of  rea- 
sons that  you  have  never  thought  of  before.  Study  the 
matter  deeply,  and  you  will  find  ideas  that  3'ou  can  utilize 
in  advertising  your  own  business. 


Ready=Made  Ads 
for  Busy  Merchants 


The  following  pages  of  ready- 
made,  illustrated  ads  will  be  found 
invaluable.  They  are  so  varied  that 
something  appropriate  will  be  found 
for  almost  any  occasion. 

You  can  use  the  cuts  with  the 
matter  as  shown,  or  the  cuts  with 
original  matter  of  your  own.  Again 
you  will  find  the  ad  matter,  with 
or  without  alterations  or  additions, 
suitable  to  use  without  the  cuts  if 
you  so  desire.  All  sorts  of  combina- 
tions of  cuts  and  matter  can  be  made. 

When  you  want  cuts,  order  them 
by  number  07ily.  The  prices  and 
postage  rates  appear  on  inside  of 
front  cover. 

These  ads  are  printed  on  one  side 
of  leaves  only,  with  plenty  of  room 
below  them,  so  that  you  can  add 
prices,  signature,  etc.,  and  then  tear 
out  the  page  to  send  to  the  printer. 
Thus  the  preparation  of  a  daily  or 
weekly  ad  of  the  very  best  kind  is  a 
matter  of  only  a  few  moments'  work. 


No.   132. 


The  Girl  Who  Does 

The  Kitchen  Work 

should  have   the  best 
of  implements  and  plent}'  of  them. 

Ten  chances  to  one  if  you  would  spend 
from  two  to  five  dollars  for  a  lot  of  little 
conveniences,  you  would  very  materially 
facilitate  the  kitchen  work.  It  would  pay 
you  better  than  it  would  pay  the  girl,  and 
it  would  be  worth  a  lot  to  her. 


No.  ioo. 


The  Cook 


should  have  a  good 
steel  range.  You  can  well  afford  it. 
You  '11  have  better  meals,  and  the  cook 
will  have  a  better  temper,  and  stay  by  you 
longer. 

It  will  pay  for  itself  in  a  short  time  by 
saving  fuel.  There  are  innumerable 
reasons  why  you  should  have  one,  and 
not  a  single  reason  why  you  should  not. 


No.  loo. 


Don't  Eat  a  Cold  Lunch 


when  it  is  such  a  simple, 
and  quick,  and  inexpensive  matter  to  have 
a  hot  one. 

A   little  gasoline  stove  that  costs  but 

$ will   obviate  all  the  unpleasant 

features  of  an  ordinary  cook  stove.     Try 
it  this  hot  weather. 


No.  22S. 


When  the  Kitchen  Girls 

Become  Weary, 

it 's  usually  because  her 
work  is  hard  for  the  want  of  a  few  in- 
expensive conveniences. 

The  work  is  done  and  it  doesn't  worry 
you,  and  that  is  why  you  overlook  little 
things  that  you  really  ought  not  to  over- 
look. 


No.  369. 


.^L 


r=^^ 


The  riodern  Steel  Range 

can  be  pushed  up  in 
most  any  old  corner  out  of  the  way.  It  is 
so  constructed  that  it  is  perfectly  safe  any- 
where, and  is  wonderfully  compact.  It  is 
altogether  a  different  proposition  from  the 
old-fashioned  cast-iron  cook  stove  that 
gets  red-hot  in  the  wrong  places  at  the 
wrong  time. 


No.  4CX). 


A  Small  Coal  Stove 

is  lots  better  than 
keeping  a  furnace  fired  up  during  the  days 
in  spring  and  fall  \vhen  it  is  chilly  but 
not  really  cold. 

It  will  save  a  good  deal  in  fuel,  be 
easier  to  regulate,  and  can  be  easily  taken 
down  and  stored  when  not  wanted. 

A  furnace  isn't  a  complete  heating 
outfit. 


No.  420. 


A  Little  ''Pony" 

Coal  Stove 

is  just  the  thing  to  put 
up  in  your  new  boarder's  back  chamber. 
To  be  sure  there  's  a  register  in  his  room 
which  is  connected  with  a  furnace,  but 
there  isn't  much  heat  suppHed  by  it 
except  on  warm  days. 
.  The  stove  won't  cost  much,  and  it  will 
probably  make  the  difference  of  either 
keeping  or  losing  the  boarder. 


No.  432. 


A  Good  Hard=Coal  Stove 


may  have  some  dis- 
advantages, but  in  most  cases  it  is  more 
satisfactory  in  every  respect  than  steam, 
or  hot  water,  or  hot  air,  or  any  other 
kind  of  heating  system. 

The  man  who  can  afford  a  coal  stove 
isn't  very  bad  off  if  he  can't  afford  an 
expensive  steam-heating  plant. 

We  sell  stoves  cheaply. 


No.   looi. 


^  X 


Keen  Prices  on  Sharp  Goods. 

It's  time  to  think  of  skates.  It  need 
not  be  an  expensive  thought,  for  we  sell 
men's  skates  with  high-grade  cast-steel 
runner,  heel  and  toe  plates,  and  clamp  of 

cold,  rolled   steel,  at   a   pair.     The 

mechanism  has  been  proved  perfect,  in- 
cluding the  easy  working,  sure  grip,  lock 
lever.  We  have  both  men's  and  women's 
skates  in  better  grades  also. 

Table  knives,  carvers,  and  pocket 
knives  are  always  in  season.  We  have 
possibly  a  larger  and  better  stock  than 
usual  just  now,  however,  and  at  some- 
what lower  prices  than  common. 


No.  I  loi 


DEALERSIN 


A  Straight  Tip. 

Important  in  a  hardware  stock  are 
tools.  Tools  are  the  living  of  the  me- 
chanic—the carpenter.  It 's  possible  to 
produce  good  work  with  bad  tools,  but 
it's  much  harder  to  do  it.  Good  ones 
cost  little,  if  anything  more,  than  the 
other  kind  The  quality  depends  on 
where  you  buy.  You  are  always  sure  of 
the  best  at . 


No.   1272. 


Good  Hardware. 


We  aim  to  make  this  store  so  good  and 
the  service  so  pleasant  that  when  a  man 
once  trades  here,  he  will  always  trade 
here.  The  way  we  are  going  to  do  this  is 
to  keep  a  splendid  stock  of  everything 
which  could  possibly  come  under  the  head 
of  hardware.  We  want  you  to  feel  when 
you  come  in  that  you  are  going  to  get 
just  what  you  come  after,  and  that  it  is 
going  to  give  excellent  satisfaction. 


No. 


3200. 


The  Question 

Of  Hardware 


IS  an  important  one  to 
all  who  have  any  need  of  it  whatever. 
Good  hardware  means  money  saved  for 
the  builder  and  the  home  man  alike.  We 
don't  believe  that  there  is  a  single  hard- 
ware store  in  this  vicinity,  where  so  much 
attention  is  given  to  details  and  so  much 
pains  taken  to  give  the  best  goods  at  the 
very  lowest  prices. 


No.  3201 


Summer   Heat.** 


The  thermometer  will  soon  be  climbing 
to  the  Summer  heat  mark. 

You  '11  soon  be  wishing  you  could  con- 
trive to  get  along  without  that  awfully 
hot  range. 

You  can.     Burn  gas. 

Gas  makes  an  ideal  heat  for  cooking  — 
quick,  convenient,  and  economical. 

We  have  the  gas  stove  you  want  —  it 
costs  but . 


No    3202. 


We  Want  to  Paint 


the  fact  all  over  the 
world  that  we  have  the  best  assortment 
of  colors  in  paints  and  the  finest  stock  of 
paint  brushes  in  this  vicinity.  We  are 
always  pleased  to  assist  a  customer  in 
choosing  and  matching  colors.  Come  in 
any  day  and  look  over  our  color  cards. 


No    3203. 


Hardware ! 

If  your  hardware  has  been  receiving 
hard  wear,  or  if  you  have  any  hardware 
needs,  we  have  a  stock  that  will  exactly 
suit  you  in  every  respect.  We  're  trying 
to  make  this  the  best  hardware  store  there 
is.  That 's  what  we  think  of  by  day  and 
when  we  don't  sleep  at  night.  If  we 
had  n't  a  good  store,  we  would  n't  have  the 
patronage  we  have  ;  if  we  had  n't  the 
patronage  we  have,  we  couldn't  make 
prices  like  these  :  — 


No    3204. 


Hard  Work! 

Hard  Ware! 

It 's  hard  work  to  cater  to  the  hardware 
wants  of  a  connnunity.  No  two  people 
want  the  same  thing,  but  we  take  hints 
from  every  one  who  comes  into  the  store, 
and  if  you  can  find  a  more  complete  or 
better  stock  of  everything  in  the  hard- 
ware line,  we  'd  like  to  know  about  it.  In 
the  meantime,  maybe  these  prices  will  in- 
terest you  : — 


No.  3205. 


Hammer  'Em  Down  ! 


We  are  continually  trying  to  hamtner 
down  the  prices  on  hardware.  If  you  will 
give  us  your  trade,  it  will  make  matters 
easier.  The  more  customers  we  have,  the 
less  things  will  cost.  Besides  cheapness, 
we  offer  durability,  good  material,  good 
workmanship.  If  you  buy  a  nail  of  us, 
it  wnll  be  a  good  nail  —  it  will  do  good 
work. 


;,2t)6. 


It  Often   Happens. 

The  holes  that  make  their  appearance 
ill  the  dish-pans  and  milk-pans  come  with- 
out warning,  like  the  ghost  that  walks  at 
night.  No  one  knows  how  it  happened. 
We  don't  mind,  of  course,  because  it 
makes  business  good  for  us.  The  holes 
are  there,  and  new  pans  are  here.  That 's 
what  we  are  trying  to  get  at.  vSolid, 
honest  tin,  fashionecl  in  convenient,  shin- 
ing pans,  etc.,  waiting  to  save  you  many 
steps  and  keep  the  food  clean  and  whole- 
some. As  much  honesty  has  gone  into 
the  making  of  this  tinware  as  goes  into  a 
diamond  ring. 


No.  3207, 


It's  a  Little  Out  of  the 

Regular  Order  of  Things, 

perhaps,  but  we  have 
a  big  supply  of  paints  and  artists'  mate- 
rials at  our  hardware  store.  And  it 's  the 
best  line  in  town  —  the  best  with  the 
prices  right  down  to  low-water  mark. 


No.  320S. 


A  riean  Trick. 

We  think  it 's  a  mean  trick  to  sell  any- 
thing under  false  pretenses.  It 's  a  thing 
we  have  never  done,  and  we  never  intend 
to  do  it.  We  .sell  cutlery  —  hardware  of 
all  sorts,  too  —  but  cutlery  is  our  specialty. 
We  would  like  to  furnish  you  with  all  the 
cutlery  you  may  need. 


No.  32C9. 


Tools  for  Everybody. 

The  builder  and  the  farmer  can  find 
anything  and  everything  the  opening  of 
the  season  demands,  in.  our  hardware 
stock. 

Tools  of  known  reliability  and  estab- 
lished reputation  are  the  only  kind  we 
sell  —  we  never  experiment  with  doubtful 
goods  for  the  sake  of  making  a  little 
larger  profit. 

Here  are  some  startling  values  at  very 
moderate  prices: — 


No.  3210. 


nii^^^^ 


Stove  Thoughts. 

Xipp}-  days  now  and  then  make 
thoughts  of  stoves  pertinent  and  comfort- 
able. It  ma}'  be  a  little  early  to  buy,  but 
it  certainly  is  n't  too  early  to  commence 
to  look  about  if  you  expect  to  get  the 
most  for  your  money.  If  you  want  a 
stove  and  don't  care  what  it  is,  or  what 
you  pay,  buy  at  any  old  store.  If  you 
want  something  valuable  which  will  give 
good  service  and  no  trouble,  and  not  cost 
a  small  fortune,  come  right  this  way.  We 
have  stoves  suitable  for  your  parlor,  din- 
ing-room, or  kitchen.  Your  money  will 
buy  more  heat  here  than  anywhere  else. 


No.  3211. 


Coal  Dealers 

Don't  Like  It. 

They  can't  make  much  money  out  of 
this  stove.  It  does  n't  burn  enough  coal 
to  suit  them.  They  have  been  used  to 
the  old  kind,  consuming  almost  a  ton  of 
coal  a  day.  Seriously,  this  stove  is  the 
most  economical  stove  we  know  anything 
about.  We  use  one  ourselves,  so  ^ye 
know  what  we  're  talking  about.  It  will 
save  its  cost  in  coal  in  a  short  time. 

Drop  in,  and  look  at  it. 


No.  3212. 


♦'  Woman's  Work 

is  never  done."  The 
poet  who  wrote  that  line  was  .sane  on  this 
one  .subject  in  any  event.  Woman's  work 
is  never  done,  and  she  should  have  every 
aid  possil)le  to  lighten  her  labors.  A  dol- 
lar's worth  of  handy  helpers  in  the 
kitchen  will  save  many  steps  and  much 
strength.  We  have  the  handy  helpers 
here  —  you  may  have  them  there  for  very 
little  monev. 


No.  3213. 


Every  Woman  Who  Cooks 

knows  the  high  value 
of  graniteware  utensils;  knows  that  they 
are  incomparable  time  and  labor  savers. 
Not  every  woman  knows,  though,  how 
cheap  we  sell  them. 

Here  are  some  interesting  figures: — 


No. 


"  I  Want  nore  Coal." 

A  great  many  pretty  stoves  at  delight- 
fully low  prices  are  like  Oliver  Twist  — 
always  wanting  more.  What  matters  it 
how  pretty  a  stove  is, —  how  small  the 
price, —  if  it  is  going  to  eat  so  much  coal 
that  you  have  to  go  into  the  coal  business 
in  order  to  satisfy  it?  In  buying  a  stove, 
this  is  an  important  thing  to  look  after. 

The  is   as  pretty  a  stove   as   you 

would  wish  to  see,  and  this  coal  feature 
has  been  carefully  looked  after.  The 
price  is  $ . 


No.  3215. 


Stove  Time  's  Here, 

and  the  stoves  are 
here.  All  kinds,  from  oil  heaters  up  to 
ranges. 

A  range  we  are  particularly  proud  of  is 
the made  of  true  steel  —  econom- 
ically —  does  n't  take  more  than  a  reason- 
able amount  of  coal  to  run  it,  and  it  has 
an  oven  to  bake  to  your  husband's  taste. 
With  it  all,  this  queen  of  stoves  costs 
only  I . 


No.  -^216. 


-^--:^^^/g(., 


—■f^^inKi^Jl^' 


Clean,  Convenient, 

Comfortable. 


The 

should  be  in  every   home 


-  Oil  Heater, 
it   would  be 


if  people  knew  its  many  virtues. 

With  its  aid  one  may  have  heat  where- 
ever  it  is  wanted  —  at  once  without  trouble 
or  loss  of  time.  In  the  bedrooms  at 
night,  or  in  the  morning,  it  quickly  heats 
the  air,  and  makes  shivering  little  chil- 
dren feel  more  like  rising. 

Comfort,  cleanliness,  economy,  and 
health  for  $ .     Other  si/:es  and  styles. 


No.  3217. 


You're  Losing  floney 

every  time  you  fill  the 
old  stove  up  with  coal.  Stoves  have  im- 
proved since  that  was  bought  ;  they  are 
better  for  the  money  ;  prices  are  lower, 
and  the  economical  side  of  the  coal  ques- 
tion has  been  looked  after.  Nowhere  are 
these  improvements  to  be  seen  better  than 

in  the . 

It  costs  I ,  and  that  money  will  not 

buy  a  better  stove  any  where  in  the  Union. 
It  will  save  you  money,  coal,  time,  and 
trouble.     It 's  here  to  be  looked  at. 


No.  32 1 S. 


Buying  a  Stove 

is  an  important  under- 
taking. If  you  get  an  unsatisfactory 
article,  there  's  misery  ahead  for  you  all 
winter.  Some  stoves  cook  well,  but  eat 
up  an  awful  amount  of  coal.  Other  stoves 
are  economically  inclined  in  this  respect, 
but  won't  bake  well. 

The is  built  of  good,  solid  stuff. 

It   doesn't  require  an  awful   amount   of 
coal;     it  bakes  beautifully,  and  its   price 

is  $ .     That  amount  could  n't  buy  the 

same  qualities  in  any  other  store. 


No.  3219. 


Keeping  Warm 

is  a  very  comfortable 
and  substantial  thought  just  now,  and 
it 's  a  thought  that  can't  be  thought 
about  too  much.  Stoves  are  not  Ijought 
every  day.  They  won't  wear  out  like  a 
handkerchief.  Buy  a  good  stove,  one 
that  will  last,  and  give  solid  satisfaction. 
Buy  it  here,  and  be  sure  that  it  WII^L 
last,  and  give  solid  satisfaction. 


No.  -;22(>. 


Plenty  of  Hardware. 

Whatever  your  wishes  in  this  line,  we 
can  meet  them.  We  are  just  as  affable 
when  selling  a  box  of  tacks  as  when  we 

sell  a  stove  for  $ .     Our  aim  is  to  give 

satisfaction  in  goods,  prices,  and  treat- 
ment, and  we  think  we  succeed  pretty 
well.  Don't  pass  us  by  next  time  you 
need  anything  in  our  line. 


No     ^22  1. 


A  Warm  Stove 

is  n't   a   bad  thing  to 
think   of  this   weather.     Stove  thoughts 

naturally  lead  us  to  thoughts  of  the . 

For  good,  solid  satisfaction  in  every  way 
there  is  nothing  to  equal  it.  It  is  eco- 
nomically inclined  in  regard  to  coal,  and 
price  also,  for  that  matter,  only  costing 
$ .  You  won't  know  what  stove  sat- 
isfaction is  until  you  have  tried  the . 


No.    ^222. 


How  About  the  Hatchet? 

Thanksgiving  will  be  around  before 
you  know,  and  turkeys  taste  best  killed 
in  the  old-fashioned  way. 

Our  prices  range  from  | to  $ . 

We  guarantee  good  steel  at  any  of  these 
prices. 

Any  other  hardware  wants  you  may 
have  will  be  satisfactorily  filled  here. 


No.  322:^. 


Trusty  Tools. 

Years  of  experience  have  taught  us 
where  to  buy  the  best  hardware  in  the 
country,  and  we  buy  none  but  the  best. 

Close  and  careful  buying  for  spot  cash 
saves  us  enough  money  to  enable  us  to 
sell  you  the  best  and  niost  durable  tools 
at  the  same  prices  that  you  would  have 
to  pay  for  the  uncertain  and  untrust- 
worthy kind. 

For  example  :  — 


No.   3224. 


Give  Him  a 

Warm  Welcome. 

vSanta  Claus  !  You  can't  have  a  Christ- 
mas Heart  in  a  Chilly  Body. 

No  use  to  poke  the  fire,  if  the  stove  is 
a  rackety  wreck.  We  '11  sell  you  a  new 
one  for  about  the  cost  of  winter  repairs 
on  the  old.  Come  and  help  yourself  to 
Christmas-warmth  at  peace-and-good-will 
prices. 


No.  3225. 


No  Use  Trying 

to  put  an  ed^e  on  a 
hatchet  that 's  all  hacked  to  pieces.  Get 
a  new  one.  We  '11  sell  you  one — well- 
tempered,  head  and  handle  securely 
joined  together  —  at  such  a  small  price 
that  you  '11  wonder  why  you  did  n't  get  it 
before.  Everything  else  here  is  reliable 
and  moderately  priced. 


No.  3226. 


If  You  Need  a  Stove, 


it  is  certainly  an  ap- 
propriate thing  to  put  a  Christmas  card 
on.  It  doesn't  make  any  difference 
whether  3'ou  buy  it  for  your  wife,  or  vice 
versa.  It 's  a  common-sense  proposition 
from  all  points  or  view. 


No.  3227. 


Edge  Tools. 

Don't  start  the  new  year  with  a  hatchet 
that  won't  cut,  a  saw  that  won't  saw,  or 
a  chisel  that  won't  chisel.  Get  out  these 
three  tools  that  are  often  needed  —  if  they 
are  badly  off,  come  to  us.  We  '11  sell 
you  new  ones  that '11  do  your  work  quick- 
ly.    Our  prices  are  all  right. 


No.  ^228. 


^_      J^^ 


mm 


MOI^fljiEC^ 


Cold  Months 

are  ahead.  Warm  them 
up  with  a  good  stove  —  to  replace  that 
one  of  yours  that  can't  give  out  enough 
heat.  Our  stoves  are  heating.  Are  hand- 
some. Burn  easily.  Don't  clinker  easily. 
Have  all  the  improvements.  Are  just 
the  kind  of  stoves  you  want.  Our  prices 
are  alwavs  moderate. 


No.  3229. 


Everything  Is  Here. 

When  carpenters  or  plumbers  want  to 
replenish  their  tool  chests  at  a  very  nomi- 
nal cost,  they  can  find  anything  in  the 
hardware  line  at  our  store. 

We  are  ahead  in  this  line,  becau.se  we 
are  keeping  the  keenest  lookout  upon  our 
prices.  We  are  considering  our  buyers' 
interests  as  well  as  our  own. 


No.  3230. 


"^^;.>::^ 


You   Don't  Buy  a  Stove 

every  month,  so  that 
when  you  do  buy,  you  want  to  look  around 
a  little,  and  see  where  you  can  get  the 
greatest  satisfaction  for  your  money. 

We  have  a  great  line  of  stoves  here, 
and  we  can  suit  any  pocketbook  with  our 
prices. 


No.  3231 


A  Glorious  Skate 

in  thu  bitiiiK,  crisp  air 
is  iust  the  thiiiR  to  tone  you  up.  You  can 
secure  a  Rood,  reliable  pair  of  steel  skates 

for We  have   reduced   them   since 

the   holidays,  and   we  have  them  in  all 
sizes  to  suit  all  feet. 


No.  3232. 


In  Our  Stove  Department 

are  some  "  hot  propo- 
sitions, ' '  and  in  our  various  other  depart- 
ments are  all  the  kinds  of  goods  that  a 
first-rate,  up-to-date  hardware  store  is 
supposed  to  have.  We  don't  charge  the 
usual  hardware  profits.  Our  profits  are 
as  small  as  our  sales  are  numerous. 


No.  323^ 


Time  for  Garden    iools. 

Our  stock  of  garden  and  fami  tools  is 
especially  complete  and  worthy  this 
spring. 

We  have  all  the  latest  and  best  tools  — 
all  from  the  best  manufacturers. 

Get  your  spring  needs  filled  here  —  we 
can  please  you,  and  save  money  for  you. 


No.  3234. 


The  Best  Natured 

Man  in  the  World 

will  jT^rumble at  a  dull, 
soft,  vacillating  carving-knife.  Come  in 
and  see  our  line.  Then  we  '11  show  you 
table  cutlery  that  will  astonish  you.  Ev- 
erything, from  the  big,  shining  carv-ing 
set  to  the  toys  used  by  the  two-year-old. 
vSupplies  for  the  kitchen,  too,  of  the  best 
and  cheapest 


No.  3235. 


A  Good  Carver 

can't  distinguish  him- 
self without  the  proper  tools. 

Please  think  about  this  in  advance  of 
that  Thanksgiving  dinner,  to  which  you 
have  invited  so  many  friends. 

We  have  the  proper  tools  at  the  proper 
price. 


No.  3237. 


Well  Tempered  Steel 

is  the  only  material 
that  enters  into  the  making  of  the  tools 
we  sell.  We  are  sure  of  this,  because  we 
bu}'  only  of  those  manufacturers  whom 
we  know  are  trustworthy.  We  want  you 
to  deal  with  us  because  we  sell  the  best 
tools  and  other  hardware. 


No.  32;vS. 


Good  Work 


can  not  be  done  with- 
out good  tools.  This  is  a  hardware  store 
that  sells  good  tools,  made  of  well-tem- 
pered steel,  set  firmly  in  the  handles. 
The  wood  used  in  the  carpenters'  vises  we 
sell  is  thoroughly  seasoned,  and  is  the 
best  obtaina):>le  for  the  purpose.  Fair 
prices  are  the  rule  here. 


No.  3239. 


The  Friends 


of  the  carpenter." 
That  is  what  we  call  the  tools  we  sell. 
Tliev  are  to  be  depended  upon,  and  help 
him' with  his  work.  Bad  tools  can  cause 
as  much  trouble  in  carpentering  as  bad 
brains.     Come  and  see  for  yourself. 


No.  324c 


Time  Is  Money, 

and  the  tools  which 
save  minutes  will  save  you  their  cost  in  a 
short  while.  The  tools  we  sell  save  you 
time,  because  they  can  be  depended  upon. 
They  are  made  of  the  very  best  materials, 
in  the  best  way,  and  their  prices  are  just 
right,  because  we  believe  in  buying  and 
selling  so  as  to  keep  your  trade  as  long  as 
we  stay  in  business. 


No.  3242. 


What  a  Tempting  Dinner 

your  wife  would  pre- 
pare if  she  had  a  good  range.  We  have 
just  the  sort  of  range  she  wants  and  you 
will  find  the  price  surprisingly  low.  We 
keep  everything  in  the  line  of  house- 
furnishings  and  hardware.  You  will  find 
a  satisfactory  price  on  all  goods. 


No.  3243. 


Don't  Forget 

Your  Stable 

when  you  are  buying 
hardware.  We  have  all  the  hardware 
that  belongs  to  a  stable,  and  at  prices  that 
cost  no  more  than  the  unreliable  kind. 
Our  goods  are*  the  kind  that  wear  well. 
You  will  get  honest  value  in  every  article 
that  you  buy  from  us. 


No.  3244. 


This  Is  the  Season 

for  painting  and  planting.  If  you  desire 
to  have  your  house  look  well,  your  flowers 
appear  beautiful,  and  your  vegetable 
patch  produce  something  more  substantial 
than  sprouts,  you  will  buy  your  paints  and 
seeds  from  us.     All  fresh,  new  stock. 


No.  3245. 


Easter  Flowers 


and  spring  grass  re- 
quire plenty  of  sprinkling,  and  April 
showers  can  not  be  depended  upon.  \  on 
need  a  garden  hose  —  a  hose  that  will  not 
leak;  that  will  last  for  more  than  one 
season.  Everything  we  sell  is  made  for 
service.  There  is  no  reason  why  good 
rubber  goods  and  hardware  should  ever 
wear  out  from  ordinary  use. 


No.  3246. 


Approaching  Summer 

leads  to  thoughts  of 
water  coolers.  We  have  them.  We  sell 
water  coolers  in  all  sizes  and  all  kinds  of 
linings.  The  porcelain  lined  are  the  most 
expensive,  but  it  pays  in  the  end  to  buy 


No.  3247. 


Honest  Hardware, 

honest  weights,  and 
honest  prices,  when  you  buy  here.  Our 
scales  are  noted  for  their  accuracy, and  our 
cutlery  has  a  reputation  for  cutting  and 
good  wi  ar.  Everything  in  the  hardware 
line  may  be  depended  upon,  if  you  buy  it 
from  us. 


No.  3248. 


A  Hardware  Store 

needs  no  better  recom- 
mendation than  a  high  grade  of  cutlery^ 
High  grades  do  not  always  mean  high 
prices.  They  do  not  mean  high  prices 
here.  Good  cutlery  is  worth  a  good  price, 
but  we  ask  no  more  for  our  goods  than  a 
fair  and  honest  profit  will  allow. 


No.  3249. 


Hollow  Ware 

should  be  purchased 
only  at  a  reliable  store.  If  the  quality  of 
the' iron  is  not  of  standard  grade,there  are 
defects  in  the  castings.  Defects  mean 
burnt  spots  in  the  iron  and  burnt  spots 
mean  spoiled  dinners.  Our  hollow  ware 
may  cost  a  trifle  more  than  a  poor  grade, 
but  it  more  than  earns  its  cost  in  the 
length  of  service  and  satisfaction. 


No.  3250. 


torr«>t"T  Is-- 


You  Find  a  Jumble 

of  satisfaction,  and 
value,  and  merit,  and  service  in  the  really 
good  hardware  that  has  helped  us  to  a 
reputation  for  honest  goods  and  honest 
prices.  We  know  the  quality  of  the  goods 
we  sell,  and  feel  safe  in  offering  your 
money  back  for  even  imaginary  faults. 


No.  3251 


A  First=Class  Workman 

is  never  satisfied  with 
second-class  tools.  First-class  tools  are 
worth  a  first-class  price,  but  we  are  satis 
fied  to  sell  high-grade  tools  at  the  same 
price  you  would  pay  for  tools  affording 
half  the  satisfaction. 


No.  3252. 


*♦  Appearances 

Are  Deceitful," 

and  smooth  surfaces 
with  bright  polishes  do  not  always  coyer 
the  best  cutlery  that  you  can  get.  Buying 
here  will  warrant  your  getting  the  best 
hardware  and  cutlery  that  can  be  bought 
—  at  any  price.  Fair  profits  and  fair 
dealing. 


No.  3253. 


^^^s=^^ 


Standard  Hardware 

at  Standard  Prices 

is  the  last-a-lifetiine 
hardware  that  is  cheapest  in  the  end. 
Paying  less  than  we  charge  is  getting  less 
value  and  half  the  satisfaction.  Buying 
at  a  higher  price  than  we  ask  is  paying 
more  than  the  goods  are  worth. 


No.  3254. 


Can  You  Afford  It? 

Can  you  afford  to  Iniy  wire  cloth  that 
will  rust  and  break,  and  look  unsightly 
after  a  few  weeks'  wear  ?  Of  course  you 
can't.  You  prefer  the  weather-proof  kind, 
that  's  made  to  last  through  sunnner  and 
winter,  and  still  be  good  the  following 
spring.  That 's  the  kind  we  're  selling 
now,  and  that 's  the  kind  you  want  to  buy. 


No.  3255. 


The  Tools  Most  Used 

are  the  ones  to  be  se- 
lected with  a  view  to  quality  rather  than 
to  price.  Let  us  show  you  what  honest 
hardware  at  honest  prices  really  means. 
You  can  not  get  better  than  the  best,  and 
what  we  sell  "is  as  good  as  experience  can 
make  or  money  buy. 


No.  3256. 


CoHTRIftHTrrX"*" 


We  Are  Hammering 

Our  Way  into  Favor 

by  giving  the  customer 
the  best  hardware  that  can  possibly  be 
made,  at  the  lowest  price  it  can  honestly 
be  sold  for.  This  is  the  sort  of  hardware 
that  you  can  not  wear  out,  and  that  is  the 
kind  you  want. 


No.  3257 


The  Cares  of 

Housekeeping 

are  considerably  li<jflit- 
ened,  when  yon  hny  yonr  kitchen  hard- 
ware from  us.  Quality  is  everythintj 
where  cookin,i^  utensils  are  concerned, 
and  the  hitrh  standard  of  our  snoods  leaves 
nothing  to  be  desired.  Our  prices  are  as 
low  as  it  is  safe  for  any  one  to  go. 


No,  3258. 


twri'iiiCHT     I*** 


Have  a  Lawn 

Like  Velvet 

by  getting  a  mower 
that  cuts  the  grass  evenly  and  smoothly 
without  hacking  it.  Paying  a  trifle  more 
for  the  best  gives  you  satisfaction  that 
you  could  not  find  in  a  cheaper  grade.  A 
single  look  will  show  you  the  merits  of 
the  one  we  want  to  sell  vou. 


No.  3259. 


Well  Hade  and  Lasting 

are  the  garden  imple- 
ments that  we  have  to  sell.  They  do  their 
work  properly.  You  can  not  expect  to 
have  vour  garden  in  a  fine  condition  un- 
less you  use  the  best  tools.  We  have  the 
best,'  and  at  reasonable  prices. 


No.   -^260. 


Don*t  Be  Bothered 


running  after  water 
every  time  you  want  it.  Get  one  of  our 
pumps.  You  will  find  it  a  great  saver  of 
time  and  patience.  The  cost  is  a  small 
item  compared  with  the  trouble  and  time 
it  will  save  vou. 


No.  3261. 


ConR.\(itJT      1*9 


You  Can't  Do  Good  Work 

with  poor  tools.  If 
thev  are  worn  out,  and  need  replacing, 
let  us  do  it  for  you  We  carry  a  large 
stock  of  the  best  tools  that  you  can  buy. 
If  you  want  your  work  to  speak  well  for 
you,  get  your  tools  from  us. 


No.  3262. 


Well  Equipped 

stables  are  those  that 
have  a  good  supply  of  the  smaller  articles 
such  as  we  keep  in  this  hardware  store. 
Quality  is  the  essential  point,  and  if  you 
want  goods  that  will  wear  well  and  do 
their  work  properly,  come  to  us. 


No.  3263. 


ccpYR/(,Hr-l89 


Our  Assortment 


of  knives  is  a  very 
extensive  one.  Every  knife  that  we  have 
in  stock  has  been  carefully  selected,  and 
is  made  of  well-tempered  steel.  We  pay 
as  much  attention  to  the  smaller  things 
in  our  stock  as  we  do  to  the  larger  ones. 
If  you  need  a  good,  serviceable  knife, 
come  to  us. 


No.  3264. 


COPTRtCHT 


Wringers  That  Wring  Dry. 

What 's  the  use  of  owning  the  kind 
that  spread  and  leave  the  clothes  almost 
as  wet  they  were  before  ?  Buy  our  kind 
—  the  other  kind. 


No.  3265 


^^ii-^»> 


The  Dread  of 

Summer  Cooking 

can  be  done  away  with 
by  the  use  of  a  gasoline  stove.  We  will 
have  many  hot  days  yet,  and  if  you  value 
your  health  and  comfort,  get  one  of  our 
stoves.  The  prices  are  reasonable.  The 
satisfaction  that  you  will  get  out  of  one 
week's  use  will  more  than  pay  the  cost. 


No.  3266. 


coi>v«iftH'       iC3. 


Trusty  Tools 

are  the  mechanic's 
best  friends.  We  talk  "best-tempered 
steel  "  all  the  time,  for  you  can  not  keep 
a  good  edge  on  a  poorly  tempered  tool. 
Our  tools  cost  no  more  than  the  other 
kind. 


No.   3267. 


No  Trouble  To  Cook 

if  you  have  one  of  the 
stoves.     It  is  truly  a  gem,  for  it  is 


no  trouble  to  get  it  to  the  right  heat,  and 
keep  it  there.  Then,  it  is  so  handsome 
that  you  can't  help  falling  in  love  with 
it  at  first  sight. 


Nc.  326S. 


A  Paint  for  Each  Surface. 

We  don't  believe  in  a  cure-all  paint. 
We  have  a  specially  prepared  paint  for 
tin  surfaces;  another  for  rough  wood  sur- 
faces; a  third  fur  smooth  wood  surfaces, 
and  so  on.  Quality  always  the  best  ; 
prices  as  low  as  possible. 


No.   3269. 


^  ->-  C0P1KICMT 


A  Good  Range  and 

Plenty  of  Utensils 

will  dissipate  miicli  of 
the  unpleasantness  of  kitchen  work.  The 
work  of  the  girl  or  the  wife  should  be 
made  as  pleasant  as  possible  when  so 
little  money  will  do  it. 


No.  3270, 


OOP/RlCyHT 


Much  Surer  Than   Klondike 


are  the  gains  you  '11 
make  by  buying  good  hardware  from  us. 
The  only  certain  way  of  getting  wealthy 
is  to  save,  and  the  only  certain  way  of 
saving  is  to  buy  the  best. 


No.  3271. 


Winter  Is  Coming, 

and  the  cold  weather 
is  all  right  as  long  as  you  are  out  of  doors. 
In  your  homes,  however,  you  want  to  be 
snug  and  warm.  One  of  our heat- 
ers will  make  your  living  rooms  comfort- 
able and  cozy.     The  prices  aie  easy. 


No.  3272, 


"Good  Tools." 

We  have  a  tool  for  every  purpose.  We 
get  the  improvements  as  fast  as  they  are 
made.  Good  workmen  come  to  us  when 
they  want  something  reliable.  Good 
housekeepers  come  to  us  for  the  few  tools 
that  ought  to  be  in  every  well-regulated 
house. 

We  are  headquarters  for  all  sorts  of 
builders'  hardware. 


No.  .-^27. 


*'  Straight  Goods" 

"on  the  Square." 

Those  are  two  eminently  suitable  mot- 
toes for  a  hardware  store,  and  they  are 
the  ones  on  which  we  run  our  busmess. 
Whatever  you  get  here  will  be  absolutely 
reliable,  and  the  price  you  pay  for  it  will 
be  a  "square"  price,  just  enough  to 
allow  us  a  living  profit,  and  no  more. 
We  are  in  no  special  hurry  to  get  rich. 
All  we  want  is  a  reasonable  margin  on 
the  best  goods  we  can  buy. 


No.  3274. 


Making  a  Stove 

is  an  operation  that 
requires  a  great  deal  of  capital,  and  quite 
a  lot  of  brains.  It  is  the  proper  combina- 
tion of  these  two  things  that  makes  good 
stoves  possible  at  the  ridiculously  low 
prices  of  to-day. 

We  get  our  stoves  only  from  the  most 
prominent  and  reliable  makers -- those 
who  can  not  afford  to  send  out  an  imper- 
fect stove,  and  whose  success  in  business 
has  proved  the  efficiency  of  their  product. 
Don't  get  along  with  an  old  rattletrap 
when  such  a  small  amount  of  money  will 
get  a  perfect  heater  or  cooker- 


No.  3275 


Bad  Stoves 

let  all  the  smoke  come 
out  iuto  the  room,  and  all  the  heat  go  out 
through  the  chimney.  Our  stoves  be- 
have themselves.  The  heat  comes  out 
into  the  room.  The  smoke  goes  up  the 
chimney.  The  price  will  make  you  smile 
with  satisfaction  every  time  you  look  at 
the  one  you  bought  from  us. 


No.  3276. 


CO  P  «"«/  &r*T 


A  Surprise  for  the 

Kitchen  Girl 

will  prove  mutually 
profitable.  A  dollar's  worth  of  new  tin- 
ware occasionally  will  please  her  more 
than  you  iniaj^ine.  New  little  conve- 
niences are  always  appreciated,  and  they 
do  a  great  deal  toward  lightening  the 
burdens  of  the  girl  whose  work  is  not 
especially  pleasant  at  best. 


No.  3277. 


The  Turkey  Interferes 

with  the  digestion 
when  it  is  poorly  cooked  or  poorly  served. 
Just  take  a  look  about  your  kitchen,  and 
make  a  note  of  the  many  little  things 
that  would  save  you  time  and  labor,  and 
make  your  food  more  appetizing.  Then 
drop  in  here,  and  see  what  a  very  little 
money  it  will  take  to  buy  them  a  if. 


♦*  Please  Shut  the  Door." 

A  familiar  warning  from  now  until  next 
spring.  Make  the  door  keep  itself  shut. 
A  little  pneumatic  device  that  shuts  the 
door  quickly  but  softly,  costs  but  little, 
and  saves  fuel,  colds,  time,  and  temper. 
It's  weather-strip  time,  too.  Weather 
strips  are  cheap,  but  they  keep  the  cold 
out  and  the  heat  in.  These  and  other 
winter  hardware  needs  can  be  supplied 
here  for  a  very  small  cost. 


No.  3279. 


The  Skating  Season 

is  at  its  height  in  F'eb- 
ruary.  The  boy  who  does  n't  get  those 
skates  pretty  soon  won't  get  much  good 
out  of  them  this  year. 

The  boy's  parents  who  come  here  for 
the  skates  will  get  a  splendid  pair  of 
solid,  dependable,  steel  skates  at  less 
money  than  similar  qualities  ever  cost 
before. 


No.  3280. 


Somebody  Said, 

in  explanation  of  the 
rather  incredible  tale  that  George  Wash- 
ington once  threw  a  silver  dollar  across 
the  Potomac,  that  "a  dollar  would  go  a 
great  deal  farther  in  those  days  than 
now." 

That  may  be  true  in  some  cases,  but 
not  at  this  store.  There  never  was  a 
time  when  a  dollar  would  buy  so  much 
thoroughly  good  and  reliable  hardware 
as  it  will  now,  and  here. 


No.  3281. 


The  Ideal  Range 


is     the 


Its 


price    is   $ .     Reasonable?     Well,    we 

should  say  soigCome,  look  at  it,  and 
you  will  say  so,  too.  It  is  one  of  the 
handsomest  ranges  you  ever  laid  eyes 
on,  and  it  has  all  the  improvements. 


No.  3282. 


Get  a  New  One. 


Don't  try  to  make  that  old,  unsatisfac- 
tory, coal-devouring  range  last  through 
another  winter.  Come  in  and  see  our  new 
stove  stock,  and  see  what  a  good  range 
you  can  get  for  a  very  little  money.  It 
will  save  its  cost  in  fuel  in  very  short  time. 


No.  3283. 


The  Approach  of  Winter 

calls  attention  to  the 
deficiencies  of  the  cook  stove.  If  you 
need  a  new  one,  or  a  stove  for  any  room 
in  the  house,  you  can  not  do  better  than 
to  select  it  from  our  stock.  We  believe 
we  have  the  best  line  of  stoves  that 
money  can  buy,  and  we  know  that  our 
prices  will  save  money  for  you. 


No.  3284 


Time  to  Buy  Stoves. 

The  weather  has  already  called  your 
attention  to  your  stove  needs. 

We  want  to  call  your  attention  to  the 
fact  that  nowhere  else  can  those  needs  be 
so  satisfactorily  and  economically  met  as 
here. 

Here  are  some  facts  and  figures  to 
prove  it: — 


No.  5700. 


Some  Hardware 

stores  are  satisfied  to 
have  their  wares  judged  by  appearances, 
and  pin  their  faith  on  shine  and  polish. 
Our  satisfaction  consists  in  giving  our 
customers  the  best  hardware  that  it  is 
possible  to  sell  for  the  money,  and  our 
sales  have  told  us  that  we  have  the  right 
ideas. 


No.  5701. 


>PYRI<iMT,  <•» 


Our  Garden  Implements 

are  second  to  none. 
We  will  sell  you  a  lawn  mower  with  self- 
sharpening  blades,  that  costs  no  more 
than  you  would  pay  for  a  second-rate 
mower  at  another  store.  So  smiple,  a 
child  can  use  it. 


No.  5702. 


The  Practical  flechanic 

wants  practical  tools, 
for  practical  work.  The  tools  we  sell  will 
be  found  to  be  everything  that  the  most 
exacting  workman  could  expect.  We  be- 
lieve in  selling  the  best  hardware  we  can 
get,  at  prices  our  customers  think  they 
ought  to  pay. 


No.  5703. 


The  Economical 

Housekeeper 

has  learned  the  lesson 
that  unreliable  house-furnishings  are  dear 
at  anv  price  and  that  the  best  is  cheapest 
in  the'  end.  Best  with  us  means  what  it 
says,  and  Best  costs  here  what  you  would 
have  to  pay  for  dusters  that  do  not  dust, 
brooms  that  do  not  sweep,  and  other 
things  that  wear  their  usefulness  out  in 
record  time. 


No.  5704. 


Window  Screens 

That  Really  Protect 

you  from  the  flies  and 
other  summer  pests  are  the  sort  of  screens 
you  want.  Made  to  fit  your  window 
snugly,  do  not  warp,  nor  crack,  nor  wear 
at  the  edges  of  the  wire  netting  —  that 's 
the  sort  of  screen  we  sell  at  the  price  of 
the  fall-to-pieces  kind. 


No.  5705. 


\        CO.'^fCCHT.  ,89 


Portable  Lawn 

Sprinklers 

that  will  do  the  work 
of  a  hose  where  a  hose  might  be  found  in- 
convenient. Cost  very  little  in  com- 
parison with  the  service  rendered,  and 
are  made  to  withstand  the  roughest 
handling  and  most  constant  use. 


No.  5706 


Honestly  Made 

Wheelbarrows 

can  always  be  depended 
upon  to  bring  an  honest  price.  Paying 
a  little  more  than  you  pay  for  unreliable 
barrows  will  give  you  many  times  the 
service  of  the  other  sort.  Each  piece  of 
hardware  we  sell  bears  the  stani])  of  hon- 
est value,  and  buying  here  means  satisfac- 
tion that  is  out  of  ths  question  with 
cheaper  goods. 


No.  5707. 


rierchanics*  and 

Builders'  Attention 

is  called  to  the  uniform 
quality  of  our  high-grade  hardware.  Al- 
ways the  same,  and  alwa3's  the  best  that 
experience  can  produce  or  money  buy. 
There  is  money  saving  in  the  added 
length  of  service  in  the  hardware  30U 
buy  here. 


No,  5708. 


You  Will  Save  Money 

by  buying  your  hard- 
ware here.  We  do  not  brag  of  cut-throat 
prices,  but  we  can  boast  of  quality  that 
materially  adds  to  the  value  of  what  we 
sell.  Do  not  take  our  word  for  this.  It 
won't  cost  a  cent  to  satisfy  yourself  that 
we  speak  the  truth. 


No.  5709. 


Cooking  Comfort  for 

Little  Money. 

Why  swelter  over  a  red-hot  coal  fire, 
when  you  can  do  your  cooking  with  one 
of  our  gas  stoves  ?  It  is  a  gem.  It  gives 
you  the  heat  just  where  you  want  it  most, 
and  only  when  you  want  it.  No  smoke, 
no  smell,  no  dirt,  no  cinders  —  nothing 
but  satisfaction,  and  at  half  the  price 
you  pay  for  coal . 


No.  57  C'. 


A  Few  Tools 

will  do  a  great  deal 
toward  keeping  your  house  and  its  ap- 
pointments in  good  condition,  to  say 
nothing  of  the  expense  saved  in  carpen- 
ters' bills.  Our  line  of  tools  is  complete. 
They  are  well  made,  and  proper  work  can 
be  done  with  them.  It  is  false  economy 
to  buy  a  cheaply  made  article. 


No.  5711, 


COf-"<ICiHT-  189 


Let  Us  Explain 

to  you  the  advantages 
which  the  machinery  that  we  are  selHng 
has  over  that  of  other  makes  on  the 
market.  All  the  machinery  we  sell  is  as 
simply  constructed  as  possible.  Conse- 
quently it  costs  less  than  more  compli- 
cated designs,  and  is  more  trustworthy. 


No.  5712. 


Every  Tool 

that  we  carr}'  in  stock 
is  made  of  thoroughly  well  tempered 
steel.  There  is  nothing  so  irritating  to 
the  workman  as  to  have  his  tools  dull 
frequently.  There  is  good  money  value 
in  every  bit  of  hardware  that  we  sell. 


No.  5713. 


Take  a  Look  at 

Our  Stock 

if  you  want  anything 
in  the  hardware  line.  We  can  meet  every 
wish  in  this  direction,  our  stock  is  so 
complete.  Do  not  worry  about  the  prices. 
We  give  full  value  for  your  money. 


No.  5714. 


CodRitWT      (t9 


Oil  Cups 

are  small  things,  but 
the}-  play  as  important  a  part  in  our  stock 
of  hardware  as  the  larger  goods.  INIen 
who  are  reliable  workers  alwa3's  want  the 
best,  and  this  is  the  place  to  get  it.  Hon- 
est goods  at  honest  prices  here. 


No.  5715. 


CuFii>iiHr  -  lev 


Successful 

Ice-Cream  Making 


proper    kind   of 


depends    upon   the 
a   freezer.     Our    


freezer  will  freeze  your  cream  in  half  the 
time  the  ordinary  kind  takes.  It  does  n't 
require  much  exertion  to  work  it.  You 
can  save  many  a  dollar  by  making  your 
own  cream  —  to  sav  nothing  of  your 
health. 


No.  5716. 


Cofix'^"''^ 


Well=Tempered  Steel 

is  the  secret  of  the  suc- 
cess of  most  hardware.  There  is  more 
poorly  tempered  steel  —  consequently 
easily  breakable  tools— on  the  market 
than  you  would  suppose.  Well-tempered 
steel  costs  no  more  than  the  other  kind. 


No.  5717. 


The  Time  to  Strike 

is  while  the  iron  is  hot. 

The  time  to  buy  the  hardware  you 
need  is  when  prices  are  low  and  unlikely 
to  be  low^er. 

Do  you  think  you  '11  ever  see  a  time 
when  thoroughly  good,  reliable  goods 
will  sell  for  prices  lower  than  these  ?  — 


No.  57i^. 


The  Cooking  Stoves 

we  are  selling  make 
the  preparation  of  your  meals  an  easy 
matter.  They  will  give  the  required 
heat  quickly  and  steadily. 


No.  5719. 


Kitchen  Utensils 


cook 


that   will   make    your 
smile  all   over.      vStrong,    shining, 


conveniently  shaped  utensils  with  all  the 
little  improvements  that  count,  and  small 
prices  that  count,  too. 


No.  5720. 


The  Honesty 

of  Our  Paint 

is  patent  to  any  user 
after  one  trial.  We  thoroughly  test  a 
paint  before  we  place  it  on  sale.  In 
everything  we  sell,  we  use  the  same  rule: 
"  Satisfy  a  customer." 


No.  5721. 


90P«(RiCh4 


The  Pride  of  the  Household. 

A  good  stove  is  a  thing  of  which  to  be 
proud;  its  cooking  qualities  to  be  praised, 
its  convenience  to  be  commended.  Our 
stoves  find  true  friends  in  every  house- 
hold. 


No,  5722 


Builders'  Materials. 

We  make  a  specialty  of  selling  evety- 
thing  to  builders,  in  the  way  of  hardware. 
We  know  that  what  goes  into  a  house 
must  be  of  the  best  material.  We  know 
that  the  comfort  and  pleasure  of  the  oc- 
cupant of  the  house  depends  on  the  ease 
with  which  the  door  shuts  and  swnngs  and 
locks;  upon  the  soundness  of  the  roof,  and 
even  upon  the  quality  of  the  nails  that 
are  used  in  its  construction.  \Ve  are 
careful  bu3^ersand  sellers,  and  that  is  why 
we  ask  you  to  come  to  us. 


No.  5723. 


^^>^ 


CoPf  RiCHT  -     l8*il 


Tools  of  all  Trades 

are  sold  here  in  such 
good  qualities  and  at  such  reasonable 
prices  that  the  first  purchase  rarely  fails 
to  make  us  a  constant  customer.  We  buy 
carefully,  we  are  good  judges  of  metal, 
we  know  whether  the  mechanical  work 
on  a  tool  has  been  done  well,  and  most  of 
all,  we  have  the  courage  to  refuse  to  buy 
an  inferior  article,  even  though  we  could 
make  more  money  in  selling  it. 


No.  5724. 


Kitchen  Conveniences. 

In  this  store  there  are  half  a  hundred 
Uttle  things  that  would  make  your  house- 
work easier. 

Their  cost  is  infinitesimal. 

We  can't  mention  them  at  all. 

Best  way  is  to  come  in  and  wander 
around  the  store.  You  '11  see  a  dozen 
things  you  need,  and  you  can  get  the 
whole  dozen  for  a  dollar  or  two. 


No.  5725. 


Odd  Job  Tools. 

Every  house  should  have  a  hammer, 
and  a  saw,  and  a  hatchet,  and  a  good  as- 
sortment of  nails,  etc.  Three  or  four 
dollars'  worth  of  these  things  will  save 
many  dollars  in  course  of  a  year. 


No.  5726. 


Our  Stoves 


will  warm  3'ou  just  by 
looking  at  them  —  they  are  so  cheery  and 
handsome.  No  home  can  afford  to  be 
without  them,  for  they  are  good  to  the 
notch  of  perfection  and  low  priced. 


No.  5727. 


"In  the  Dark.*' 

If  you  buy  hardware  "in  the  dark  "— 
don't  know  much  about  it  — vou'd  better 
come  to  a  store  that  would'n't  risk  its 
reputation  for  fair  deaHng  by  selHng  you 
anything  untrustworthy. 


No.  5728. 


The  Great  Question 

nowada3's,  is  how  to 
save  the  dollars.  If  you  '11  let  us  fill  vour 
hardware  wants  the"  question  mark 'will 
disappear  and  you  '11  have  most  of  your 
dollars  left.  Money  saving  is  our  strong- 
est point.  A  long  experience  has  taught 
us  how  to  buy  savingly,  and  we  divide 
the  saving  with  you. 


No.    5729. 


COPKf?l&HT-_ 


Skate  Time 


is  at  hand,  and  we 
have  skates  to  suit  the  tastes  and  purses 
of  all  the  devotees  of  that  fascinating  and 
healthful  sport.  Skates  for  men  and 
women,  boys  and  girls;  from  the  modest 
affairs  for  the  youthful  beginner  to  the 
highly  finished,  keen-edged  "racers." 
All  are  the  best  of  their  kind,  carefully 
selected,  and  marked  to  the  lowest  pos- 
sible price  notch. 

Don't  forget  the  skates  when  you  are 
making  up  your  Christmas  shopping  list. 


No.  5730. 


Heat  and  FueI=Savers. 

How  long  are  you  going  to  ' '  get  along 
with  that  old  cook  stove,  that  burns  more 
fuel  than  a  furnace  and   heats   the   out- 
doors more  than  it  does  the  oven  ? 

A  very  little  money  will  buy  one  of  our 
handsome  cook  stoves  — you '11  save  the 
price  in  fuel  in  one  season.  It  will  keep 
the  heat  where  it  ought  to  be,  and  cook 
your  food  as  it  ought  to  be  cooked.  Come 
in  and  examine  them. 


No.  5731 


To  be  Comfortable 

in  summer,  screen 
doors  and  windows  are  an  absolute  neces- 
sity. 

Get  ready.  The  season  of  flies  and 
mosquitoes  is  here. 

We  have  the  screens,  all  ready  for  im- 
mediate use. 

These  are  the  modest  prices  :  — 


No.   107. 


The  Busiest 

Han  in  Town 

always  has  time  to 
keep  tab  on  our  bargains,  and  take  ad- 
vantage of  them.  That 's  because  of  his 
shrewdness  and  business  capacity.  That 's 
the  result  of  the  disposition  that  makes 
him  the  busiest  man  in  town. 
How  about  yourself  ? 


No.  9510. 


Don't  Buy  Blindly. 

Prices  vary,  and  qualities  vary,  and 
one  who  puts  too  much  confidence  in  the 
average  merchant  will  pay  too  much  as  a 
rule.  Of  course  that  is  n't  the  case  at  our 
store.  We  are  not  average  merchants. 
But  we  don't  ask  you  to  take  our  word 
for  everything.  We  want  you  to  examine 
goods  thoroughly,  and  make  careful  com- 
parisons. 


No.  9516. 


The  Only  Merchant 

on  Earth 

is  a  myth.  We  don't 
claim  any  such  thing  for  ourselves,  but 
we  do  claim  (and  can  prove  it  positively) 
that  no  other  merchant  anywhere  can  sell 
our  quality  of  goods  at  lower  prices  than 
ours.  We  sell  at  absolutely  the  lowest 
possible  figures. 


No.  9522. 


5ome  Editorials  Carry 

A  Good  Deal  of  Weight 

because    they   present 
logical  arguments. 

Our  advertisements  carry  a  good  deal 
of  weight  because  we  don't  claim  any- 
thing inconsistent.  We  never  sell  an 
eleven-dollar  article  for  I1.99.  vSome  ad- 
vertisers claim  to  do  such  rash  things, 
but  they  don't  do  it.  And  most  people 
don't  believe  any  such  nonsense. 


No.  9523. 


Occasionally  One 

Meets  a  Liar. 

He  may  be  a  gentleman  of  leisure,  or 
he  may  be  a  man  with  hardware  to  sell. 
Better  not  swallow  anything  whole  in 
either  case. 

When  you  need  anything  in  the  hard- 
ware line'  you  can  depend  upon  getting 
the  biggest  possible  values  at  our  store. 
We  never  misrepresent  anything. 


No.  9526. 


c 


»♦♦♦♦♦♦♦ 
♦♦♦♦♦♦♦♦♦ 


rn 


Some  People  Will  Go 

To  a  **  Bankrupt "  Sale 

and  buy  all  sorts  of 
goods  because  thev  are  said  to  be  cheap. 
And  thev  pav  dearly  for  the  whistle. 
"  Bankrupt " 'goods  are  generally  made 
especially  for  "bankrupt"  sales.  They 
are  the  'poorest  goods  at  the  highest 
prices.  Our  regular  goods  at  our  regu- 
lar, low  prices  are  the  most  profitable  to 
buy  under  any  and  all  circumstancesv 


No.  9555. 


We  Are  flaking 

A  Big,  Deep  Cut 

on  everything  in  our 
store.  We  want  to  reduce  our  stock  be- 
fore inventory  time. 

Lots  of  odds  and  ends  going  at  cost, 
and  below. 

We  don't  do  this  kind  of  business  very 
often,  but  when  we  do  it  means  some- 
thing. 

Here  are  samples  of  our  prices  :  — 


No.  9559. 


Some  People  Have 

A  Good  Deal  of  Money, 

but  they  don't  like  to 
pay  fancy  prices  any  better  than  poor 
people.  And  they  don't  have  to  when 
they  buy  at  our  store.  We  treat  all  peo- 
ple exactly  alike.  We  treat  all  people 
the  best  we  can.  We  sell  on  the  closest 
possible  profits  —  closer  than  other  deal- 
ers consider  possible. 


No.   9564. 


This  Is  Our  Busy  Day. 

And  it 's  just  like  the  other  five  l)usiness 
days  in  the  week.  We  are  busy  every 
day  because  we  do  business  on  the  proper, 
modern  business  basis.  We  buy  and  sell 
for  cash.  We  make  very  small  profits, 
and  lots  of  them. 

We  want  to  see  you  on  one  of  our  busy 
days.  We  are  never  too  busy  to  take  the 
proper  care  of  our  customers. 


No.  9566. 


*\     ^3^  V^%^  ^?^ 


talk: 


An  Example  Will  Do  Hore 

Than  Columns  of  Talk. 

We  don't  weary  people  with  talk  about 
great  values  that  we  don't  really  have. 
The  people  who  say  too  much  about  their 
low  prices,  but  never  mention  a  price, 
need  watching  —  or  avoiding. 

Here's  an  example:  — 

(  Prices. ) 


No.  9570. 


Barnum  Said  Something 

About  Humbugging  People, 

and  it  seems  as  if  the 
vast  majority  of  merchants  took  him 
seriously.  They  were  led  to  believe  that 
humbugging  is  the  proper  thing.  But 
we  know  better.  We  never  imposed  upon 
any  one  to  the  extent  of  a  single  red 
copper.  And  therein  lies  all  the  secret 
there  is  about  our  great  success. 


No.  9573. 


A  First=rate  Rule 


to  make  is  to  always 
buy  at  our  store.  Not  because  we  say  so, 
but  because  most  everybody  else  says 
so.  Ask  any  one  of  our  great  army  of 
customers  what  he  thinks  about  us.  We 
never  have  an^'thing  to  cover  up,  and  we 
are  always  glad  to  have  our  customers 
do  lots  of  talking  about  us. 


No.  9577. 


It  's  Hard  for  Some  flerchants 

To  Push  Business  Along 

because  they  don't 
keep  the  right  goods  and  are  not  wiUing 
to  sell  on  the  small  profits  that  modern 
times  demand.  But  that  is  n't  the  case 
with  us.  Our  business  rolls  on  smoothly 
all  the  time,  because  we  conduct  it  as  our 
customers  like  to  have  it  conducted. 


No.  9594. 


Don't  flake  a  Rush 

For  a  Bargain  Sale 

unless  you  are  sure  it 
is  a  genuine  bargain  sale.  You'll  lose 
money  if  you  do. 

Sornetimes  we  have  clearance  sales  and 
offer  big  bargains.  It  is  a  business  neces- 
sity occasionally.  But  it  is  n't  necessary 
very  often  in'  the  hardware  business. 
And  people  who  have  too  many  "bar- 
gain ' '  sales  should  be  avoided. 


No.  9597- 


We  Have  a  Big  Store 

And  a  Big  Business. 

We  have  the  big  store  because  we  have 
the  big  business,  and  we  have  the  big 
business  because  we  treat  customers  just 
exactly  as  they  want  to  be  treated.  We 
sell  at  low  prices.  We  have  no  second- 
class  goods.  We  make  prompt  deliveries. 
We  have  a  wonderfully  complete  stock  of 
the  newest  kind  of  new  goods. 


No,  9598. 


There  Is  No  Royal 

Road  to  Wealth, 

but  there  is  a  chance 
for  every  one  who  practises  economy. 
By  buying  from  us  you  '11  practise  excel- 
lent economy.  Never  under  any  circum- 
stances will'  vou  pay  more  than  others 
charge,  and  about  ninety-nine  times  out 
of  a  hundred  you  '11  save  anywhere  from 
a  few  cents  to  a  few  dollars. 


WEIGfl 

wmat 

YOU 

DUY- 

IT— 


9432 


9435 


9433 


9436 


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^ 

f    \ 

r 

^ 

-"-^^ 

w 

M 

9434 


9457 


9450 


9451 


9453 


9452 


9455 


Bwm. 

^■yMDEPT- 


9471 


9425 


9428 


Immnnr  ilmrnronirr 
4  u  OU-!j-|L  I  .|i  -ULiUiJUIJ ' 


9429 


^A^frmor^ 


9426 


9430 


9427 


9431 


9439 


9443 


^^ 


9446 


9449 


Catch-Lines  and  Headings 

CLIPPED  FROM  VARIOUS  SOURCES. 

Some  people  think  we  have  a  good  many  "side  issues  "  for  a  hard- 
ware store  —  bicycles,  paints,  guns  and  accessories,  etc.  And  that's 
the  reason  we  sell  so  cheaply.  We  don't  increase  our  running  ex- 
penses by  carrying  these  goods,  but  we  do  increase  our  business,  and 
give  our  customers  the  benefit  of  it. 


Remember  that  we  sell  just  the  grade  of  gasoline  that  you 
should  use  in  that  stove  we  sold  you.  Some  grades  are  not  suitable. 
If  you  buy  from  us,  you  will  get  the  proper  grade  every  time. 


We  are  the  only  dealers  in  the  city  who  show  a  good  assortment  of 
left-handed  shears.  People  can  harden  themselves  to  almost  any- 
thing, but  it  is  unwise  for  any  left-handed  person  to  endure  the  dis- 
comfort of  right-handed  shears. 


Have  a  great  big  thermometer  in  your  sitting-room  —  one  that  you 
can  read  across  the  room.  You  '11  keep  the  temperature  more  uniform 
if  you  have  one,  and  the  reward  will  be  less  colds. 


We  have  various  grades  of  rat  traps.     If  you   can't   fool    I\Ir.  Rat 
with  one  kind,  you  surely  can  with  another  kind. 


Mr.  Engineer,  when  you  want  gaskets,  or  water  gauges,  or  valves, 
or  steam  gauges,  remember  that  a  first-class  hardware  store  has  them^ 
and  that  ours  is  a  first-class  one. 


We  have  razors  —  all  kinds  of  razors.     A  dollar  will  buv  a  good,  re- 
liable one,  but  we  advise  you  to  pay  $ for  our  famous' brand. 


This  cut  in  price  won't  affect  the  goods  any,  but  it  will  alter  peo- 
ple's ideas  about  what  they  can  afford  to  buy. 


Give  your  lawn  a  daily  shower  bath.     We  '11  furnish  the  whole 
equipment  necessary  at  a  very  moderate  price. 


THE  HARDWARE  BOOK. 

There  are  a  good  many  kinds  of  garden  hose,  at  plenty  of  kinds  of 

prices,  but  our cents-a-foot  grade  is  the  best  proposition  on  the 

niaiket. 


Our  phinibers  and  tinners  can  do  pretty  nearly  everything  in  the 
way  of  rejxiir  work.  Tliey  haven't  tried  to  repair  watches  nor  broken 
hearts,  but  they  have  done  everything  else  that  we  can  think  of.  Tele- 
phone us  whenever  anything  goes  wrong. 


In  our  tinware  department  you  can  find  about  anything  in  that 
line  that  was  ever  conceived.  But,  if  you  shouldn't,  remember  that 
there  is  nothing  that  can  not  be  made  to  order  in  our  tinshop. 


We  store  coal  stoves  during  the  summer.  We  will  take  yc-urs  any 
time  you  say  so.  We  will  polish  it,  and  return  it,  and  set  it  up,  and 
start  the  fire  in  it,  immediately  upon  the  receipt  of  your  request  to  do 
so.     For  this  service  we  charge  $ . 


Some  time  Mr.  Burglar  will  drop  in  on  you,  unexpectedly  and  in- 
formally, and  you  '11  wish  you  had  .bought  one  of  those  high-grade 
revolvers  that  we  called  your  attention  to  the  other  day. 


Why  don't  you  put  in  an  electric  door  bell  ?  That  old-fashioned 
bell  you  have  doesn't  ring  half  the  time,  and  you  fail  to  hear  it  about 
every  other  time  it  does  ring.  An  electric  bell  can  be  put  anywhere 
you  want  it,  and  never  fails  to  work.     $ will  equip  you. 


Young  electrical  experimenters  should  come  to  us,  when  they  want 
insulated  copper  wire,  or  iron  bars  for  magnet  cores,  or  batteries,  or 
tools  of  any  sort. 

Why  not  have  a  burglar  alarm  system  in  your  house.  The  cost  is 
very  moderate,  and  it  may  .save  lives  and  property.  It  will  certainly 
make  you  feel  better  protected.  We  will  furnish  the  outfit,  and 
put  it  in  for  you.     Ask  for  an  estimate. 


This  hardware  store  isn't  exactly  a  sporting  goods  .store,  too,  but 
it  conies  dangerously  close  to  it.  We  have  guns,  revolvers,  ammuni- 
tion, fishing  tackle,  and  lots  of  other  similar  g<ods.  We  '11  order 
anything  you  want  if  we  don't  have  it  in  stock. 


THE  HARDWARE  BOOK. 

Bicycles  are  a  "  side  issue  "  with  us,  aud  that's  just  exactly  the 
reason'why  we  can  sell  you  a  high-Krade  wheel  cheaper  than  any  ex- 
clusive bicvcle  store  can.  Our  running  expenses^  are  not  increased  one 
cent  by  putting  in  bicycles. 

Down  in  our  basement  vou  will  find  band  iron,  and  bar  iron,  and 
bars  of  tool  steel,  in  all  sort^  of  sizes  and  shapes.  When  you  need 
anything  of  this  sort,  come  to  us.  If  you  only  want  a  piece  of  iron  a 
foot  long,  we  '11  be  glad  to  cut  it  off  for  you. 


Up  in  our  tinshop,  on  the  second  floor,  we  have  wire —  all  sorts 
and  sizes  of  wire.  Copper,  iron,  steel,  brass,  and  Gemian  silver  wire. 
In  copper  we  have  various  sizes  of  insulated  as  well  as  bare  wire.  We 
sell  any  kind  in  any  quantity. 


Some  people  buy  paints  at  paint  stores,  some  at  drug  stores,  and  a 
good  manv  come  to  our  hardware  store  for  them,  because  we  have  ab- 
solutelv  tlie  best  in  the  world.  They  cost  a  trifle  more  than  some 
paints,'but  they  are  worth  a  great  many  times  a  trifle  more. 


Judge  us  by  the  way  our  goods  last  —  not  merely  by  how  little  they 
cost  you.     We  do  business  on  a  long-range  basis. 


Our  prosperitv  is  the  result  of  a  carefully  built  reputation.  It  has 
taken  a  long  time  to  build  it.  Those  who  make  extravagant  clanns 
in  their  efforts  to  get  our  business  away  from  us,  don't  seem  to  realize 
that  our  customers  are  a  class  that  have  big  broad  minds  of  their  own 
—  the  class  capable  of  thinking  and  judging  accurately. 


There  are  rakes  and  rakes,  and  our  rakes.     The  difference  between 
our  rakes  and  most  rakes  lies  in  ihe  quality  —  not  in  the  price. 


We  generally  compete  with  all  competitors  on  prices,  but  we  never 
cut  qualities  for  the  sake  of  cutting  prices. 


The  prices  of  our  ranges  range  from  the  size  or  your  pocketbook 
to  the  size  of  vour  neighbors'  pocketbooks  —  the  neighbor  who  is 
more  than  well-to-do,  as  well  as  the  one  who  wishes  he  were. 


THE  HARDWARE  BOOK. 

These  freezers  freeze  at  the  rate  of  about  a  mile   a  minute.     And 
I each  is  dangerously  close  to  a  zero  price. 


You  have  no  gas  in  the  house,  and  you  are  afraid  of  gasoline,  and 
there  you  are,  cooking  the  dinner  slowly  and  yourself  rapidly  for  the 

want  of  a  $ oil  stove.     You  are  not  afraid  of  kerosene.     The  only 

reason  you  haven't  one  of  these  stoves  is  because  you  know  too  much 
about  other  oil  stoves.     The  difference  is  just  right. 


If  you  think  vou  get  too  much  exercise  with  that  old  lawn  mower, 

vou  probablv  think  about  right.     Buy  a  mower,  and  you  will 

find  lawn  mowing  nearly  as  pleasant  as  riding  a  bicycle.     This  famous 
mower  costs  $ . 

We  usually  advise  graniteware,  but  if  you  want  something  cheaper, 
we  '11  sell  vou  the  best  grade  of  tinware.  And  we  sell  the  best  grade 
at  about  the  same  prices  as  the  five-and-ten  cent-second-quality  stores 
charge. 

Most  ice  tongs  are  about  twentv-five  cents  too  cheap  to  work  well. 
This  lot  is  all  right,  and  is  the  cheapest  kind  because  it  is  the  best 
kind. 

Mr.  Builder,  don't  buy  your  hardware  piecemeal.  We  know  that 
you  never  intend  to  do  so,  but  we  also  know  that  you  get  into  the 
habit  of  it,  more  or  less.  Figure  out  as  nearly  as  possible  what  you 
are  going  to  use  for  several  months  in  advance,  and  we'll  give  you  a 
rattling  good  estimate. 

Just  because  we  say  lots  of  nice  things  about  our  hard  coal,  base 
burner  stoves,  don't  think  for  a  moment  that  we  don't  believe  in  fur- 
naces. We  sell  furnaces,  and  put  them  in,  and  guarantee  them,  and 
charge  the  lowest  p(  ssible  prices  for  them.  But  a  hard-coal  stove  is  a 
good  thing,  and  it  's  cheaper  than  a  furnace. 


Don't  borrow  Smith's  rake,  and  Jones's  hoe,  and  Brown's  spade, 
and  White's  wheelbarrow.  vSmith,  and  Jones,  and  Brown,  and  White, 
may  do  just  such  things  as  that,  but  you  can't  afford  to.  These 
things  cost  but  a  very  little. 


Rememljer  about  that  ])lumber  of  ours  when  you  want  any  plumb- 
ing done.  Remember  lliat  we  guarantee  his  work.  We  guarantee  it 
to  be  better  than  that  of  aiiv  other  ]jlumber.  We  furnish  the  plumber 
and  the  supplies,  and  when  the  job  is  done  we  charge  less  than  any 
one  else  in  the  city  charges. 


THE  HARDWARE  BOOK. 

Now  see  here,  Mr.  So-and-so,  every  time  you  sjkmuI  ten  dollars  for 
coal  you  s])end  about  five  dolla'-s  too  much  —  five  dollars  more  than  is 
at  all  necessary  —  and  yet  you  are  always  kicking  about  ex])enses. 
That  old  coal  stove  is  what  is  playinj:^  the  mischief.  About  twenty- 
five  dollars  for  a  new  one  would  save  that  five  dollars  on  the  coal  bill 
everv  little  while. 


The  coal  dealer  doesn't  like  our  coal  stoves  any  better  than  an  ice 
dealer  likes  cold  weather.  But  economical  people  like  our  coal  stoves, 
as  they  cut  down  fuel  expenses  about  fifty  per  cent,  lower  than  the 
general  run  of  stoves. 

A  good  gas  stove  will  do  any  kind  of  cooking  that  any  stove  will  do. 
It  will  do  it  just  as  well  as  any  and  in  some  cases  better.  But  it  won't 
cook  the  cook.     This  is  gas-stove  weather. 


A  gas  stove  isn't  a  luxury.  You  can't  make  any  such  excuse  to 
your  wife.  It  is  a  necessity — an  absolute  necessity — during  the  hot 
weather,  and  it  is  very  often  very  convenient  in  cold  weather.  We 
have  lots  of  them  at  various  prices. 


Our  meat  chopper  does  the  work  of  chopping  bowl  and  knife  in 
one-tenth  part  of  the  time,  with  infinitely  less  labor  and  much  more 
perfectly.  No  quantity  too  small  for  chopping,  there  being  no  waste 
left  in  the  chopper.  The  time  required  for  cleaning  is  too  trifling  to  be 
considered.  The  housekeeper  is  enabled  to  prepare  a  great  variety  of 
wholesome,  tasty,  inexpensive  dishes  which  without  the  Food  chopper 
would  be  beyond  her  time  and  strength. 


Seeds  and  Mowers  are  on  almost  all  shopping  memos,  these  days. 
We  have  a  large  assortment  of  vSeeds.  Also  the  best  kinds  of  Lawn 
Mowers,  that  cost  all  the  way  from  $2  to  |r2.  A  good  plan  to  buy 
both  these  articles  here. 


For  every  dollar  you  spend  here  you'll  get  a  good  honest  dollar's 
worth.  Try  us  and  see  if  that  "  stepped-on  appearance"  your  pocket 
book   has  won't  be  gradually  dissipated. 


Lawn  Mowers,  easy  runners,  durable,  and  equal  in  every  respect 
to  many  higher  priced  machines.  You  can't  afford  to  have  a  poorly 
kept  lawn  with  mowers  at  present  prices. 


Good  razors  at  50  cents  each.     Not  "half-dollar"  razors,  by  any 
means. 


THE  HARDWARI^  BOOK. 

"Bkst." — With  a  full  reali/.atioii  of  what  that  word  "  best  "  means, 
we  print  it  here  in  bit^,  bold  type,  to  save  words  in  properly  describinj^ 
onr  new  plumbing  and  heating  ])lant. 


PoCKKT  Knivks. —  Knives  big  and  Knives  little!  Jack  knives! 
Truning  knives!  Knives  with  scissors,  nail  files,  corkscrews,  and 
other  useful  pieces.  Plain,  every-day  pocket  knives,  wood,  stag,  ivory, 
pearl,  silver,  and  gold  handles  —  with  two,  three,  and  four  blades. 


Vapor  Bath  Cabinet.  The  use  of  vapor  baths,  both  medicated  and 
plain,  has  come  t )  be  recoguized  by  the  medical  fraternity  as  one  of 
the  most  effective  ways  of  treating  rheumatism,  kidney  disea.ses,  ner- 
vous troubles,  cold,  catarrh,  and  kindred  ailments.  But  besides  their 
health-giving  value,  vapor  bath  cabinets  afford  one  of  the  most  cleans- 
ing and  delightful  methods  of  ordinary  bathing. 


Self-basting  broiler  —  a  broiler  that  broils  and  bastes  perfectly  and 
retains  the  juice  of  the  meat.  The  corrugated  bars  do  it  —  hold  the 
juice  till  you  turn  the  broiler,  and  then  the  meat  is  basted  on  one  side 
while  the  other  is  broiling.  Then  you  turn  it  again  and  again,  and 
the  work  is  done ....  A  special  display  of  a  patented  hard  fiber  ware 
that  has  man}-  points  of  goodness  peculiar  to  itself.  Each  piece  is 
seamless  —  the  ordinary  kinds  have  seams.  This  ware  is  pressed  out 
from  pulp  in  one  piece;  it  is  light  and  elastic,  yet  impervious  to  heat 
or  moisture;  will  not  shrink  or  swell;  will  not  taint  the  contents;  has 
no  hoops,  no  paint,  no  varnish;  can  not  leak  or  rust. 


Household  Hardware  —  Every  home  is  needing  some  kind  of 
hardware  all  the  time.  When  you  get  a  fresh  supply  of  some  things, 
you  find  you  are  just  out  of  the  others.  There  is  a  constant  wear  and 
tear  on  household  hardware,  and  it  keeps  you  busy  replenishing.  All 
these  we  have  in  the  best  qualities  and  at  the  lowest  prices,  as  well  as 
the  thousand  and  one  other  things  generally  to  be  found  in  a  first- 
class  hardware  store.  Whatever  you  may  refjuire  in  the  way  of  hard- 
ware, here  is  the  place  to  get  the  best  for  the  least  money. 


House  full  of  flies?  Well,  get  rid  of  them.  Screen  your  doors  and 
windows,  and  that  is  the  last  of  them.  We  have  a  very  good  stock  of 
screens,  and  our  prices  will  surely  be  satisfactory. 


Don't  Get  So  Hot.  Instead  of  running  your  stove  at  full  blast. 
and  heating  up  your  whole  house  by  having  your  ironing  done  on  the 
stove,  get  a  charcoal  furnace.  It  is  more  economical  in  that  it  saves 
the  stove  as  well  the  fuel,  and  is  convenient  for  boiling  the  clothes, 
ironing,  preserving,  and  a  certain  amount  of  cooking.  Your  neigh- 
bors are  using  them  and  like  them.     We  have  them  in  three  sizes. 


THE  HARDWARK  BOOK. 

Ick-Crkam  at  IIoMiv  is  an  easy  matter  if  you  have  a  freezer.  Our 
freezer  is  the  strongest  built,  longest  wearing,  easiest  to  operate, 
freezes  fine-grained  cream  quickl>-.  Cost  a  little  more  than  some 
cheap  freezers  —  all  best  things  do.     All  family  and  hotel  sizes. 


"  Ati,antic  City  "  Breezks  brought  right  into  your  store  or  office 
by  means  of  little  electric  fans.  It's  the  only  way  to  "beat  the  heat  " 
of  Washington  Summers. 

Heating  stoves  to  take  off  the  chill  before  .starting  the  larger  fire, 
or  heat  the  room  the  furnace  doesn't  seem  to  reach  in  zero  days. 


People  like  to  trade  where  there  is  an  assortment  of  goods  and  not 
be  continnallv  told  that  "we  don't  carry  them."  We  do!  We  have 
a  bigger  as.sortment  of  hardware  than  probably  any  other  house  in 
North  Texas.  We  have  a  big  store,  three  of  them  in  fact,  and  they 
are  full  of  goods. 

It 's  a  part  of  our  business  to  get  parts  for  any  stove,  heating,  or 
cooking,  and  to  put  the  parts  in  place.  All  we  want,  in  order  to  get 
the  proper  parts  promptly,  is  the  name  and  number  of  the  stove,  the 
maker's  name,  and  the  dates  of  manufacture  and  patent.  Bring  us 
these,  and  we'll  do  the  rest  — get  the  repairs,  and  put  them  in  if  you 
want  us  to.  Perhaps  a  little  stove  cement  is  all  your  stove  needs  in 
order  to  serve  vou  through  the  winter.  We  sell  stove  cement  —  we 
applv  it  rightlv  and  reasonably,  or  you  can  easily  do  it  yourself. 


A  Gold  Seeker  needs  an  outfit,  no  matter  where  he  "  prospects." 
Whether  he  digs  in  the  Klondike  or  in  his  own  fields,  some  imple- 
ments are  necessary.  As  up-to-date  dealers  in  hardware,  we  are  pre- 
pared to  supplv  outfits  for  use  at  home  and  abroad. 


Worn,  Wkary  Women  who  must"  cook,  and  bake,  and  iron  all 
through  the  long,  hot  summer,  will  find  there  's  no  helper  quite  so 
helpful  as  a  good  blue  flame  oil  .stove. 

With  the  (k-m  blue  flame  oil  stove  there's  no  unnecessary  heat  to 
bear  — it's  readv  for  use  in  less  than  five  minutes  after  lighting,  and, 
after  the  work  is  done,  the  turn  of  a  lever  stops  heat  and  expense. 


Economy  in  Coal  means  the  saving  of  a  good  many  dollars  in 
not  a  verv  long  time,  either.  A  gas  stove  is  the  best  economizer  we 
know  anvthing  about.  It  not  onlv  saves  on  the  coal  bills,  but  it  saves 
you  lots  of  work,  and  is  cleaner  and  niuch  better  in  every  way  than 
the  ordinary  way  of  heating  and  cooking  by  coal. 


THH   HARDWARI':  BOOK. 

The  passin^L;  of  liiiwaix-  into  llic  realm  of  lias-heens  is  now  a  reality. 
A  few  years  aj^o  a  tin  teakettle  was  worth  a  dollar,  and  to-day  we  are 
enabled  to  offer  von  a  jj^ranite  teakettle  for  $\ . 


Tools  that  keep  the  workman's  temjier  from  s^ettinj<  rnffled.  and 
prevent  bad  work. 

Thk  LiTTH  FiA' is  always  looking  for  tronble  —  always  trying  to 
crawl  throngh  the  screens  and  in  a  good  many  cases  succeeds  in  get- 
ting through.  He  finds  a  stumbling-block  when  he  tries  to  get 
through  the  kind  of  screens  that  we  are  selling  at  reduced  prices. 
Don't  want  to  carry  them  over,  and  have  therefore  made  the  price  so 
low  that  they  are  bound  to  sell. 


Don't  Heat  Yourself  by  Freeztx(;  your  ice-cream  in  a  machine 
that  requires  a  large  amount  of  labor. 


We  carry  an  assortment  of  very  fine  car\'ers,  some  that  will  cut, 
and  if  you  contemplate  making  a  wedding  or  birthday  present  there  's 
nothing  nicer.  They  're  nice  to  give  your  wife  on  her  birthday,  be- 
cause you  can  use  them  vourself.  Like  getting  a  silk  waist  from  her 
on  yoiir  own  birthday.  But  nearly  all  ladies  appreciate  pretty  things 
for  the  table. 


Without  being  pumped  we'll  gladly  tell  you  all  about  the  best 
kind  of  pumps  for  various  uses.  We  sell  all  sorts  of  good  pumps,  and 
our  workmen  know  how  to  put  them  in  .so  they  '11  work  to  your  entire 
satisfaction. 


Merit  is  the  basis  of  our  success  in  fly  bars  ;  only  the  best,  and  no 
other.  Fancy  light  finished  doors  that  have  the  wire  cloth  .set  in  even 
with  the  frame  ;  alike  on  both  .sides  ;  a  double  center  rail  with  row  of 
ornamental  spindles  ;  curved  corners,  nicely  molded  on  the  edge.s  ; 
frames  firmly  mortised  ;  every  inch  a  screen  door  ;  a  door  that  will 
stand  the  slaniming  a  screen  door  is  expected  to  get  through  a  number 
of  sea.sons. 


The  Buzzixg  Mosquito  !     Prepare  for  the  mosquitoes.     They  are 
coming  thick  and  fast.     You  know  the  re.st. 


Axi.  FOR  A  Dime.  A  spade,  hoe,  and  rake  for  the  "  kids  "  to  play 
in  the  sand  with.  Or  you  can  use  them  among  the  flowers.  Nothing 
better  to  use  in  the  onion  and  beet  beds. 


THE  HARDWARE  BOOK. 

It  'S  Gktting  Warm.  Buy  summer  goods  now.  Our  ini])roved 
gas  stove  is  a  perfect  cooker.  It  is  a  large,  handsome,  strong,  and 
well-made  flush-top  gas  stove,  mounted  with  nickel-plated  trimmings, 
on  high,  strong  legs,  not  eciualed  anywhere  at  our  price,  fS. 


GivK  Us  KxERCiSK.  It 's  good  for  our  health.  We  are  experts  in 
climbing  tall  ladders.  Don't  hesitate  to  ask  to  see  something  because 
it 's  on  ihe  top  shelf.  We  are  willing  to  pull  our  goods  down  to  show 
and  explain  whether  you  wish  to  buy  or  not.  Original  agate  sauce- 
pans, and  kettles  with  metal  covered  bottoms,  can't  be  found  in  every 
hardware  store.     Ask  to  see  them. 


"  b:vp:R-READY "  Lawn  Mowers.  Another  old  friend  returns 
with  spring.  For  eight  or  ten  years  these  reliable  "Ever-Ready" 
lawn  mowers  have  been  clipping  Rochester  lawns.  Several  improve- 
ments make  this  vear's  model  better  than  ever.  High  wheels,  cross- 
bar protector  —  can  cut  up  to  a  tree  without  raking  the  bark  — each 
wheel  geared  independently  of  the  other,  adjustable  knife,  reel,  and 
roller.  A  mower  that  may  be  readily  adjusted  .for  work  under  any 
conditions. 


Our  suggestion  on  the  screen-door  question  for  this  season.  How 
would  it  be  if  as  fast  as  house-cleaning  is  done  you  would  put  in  the 
fly  screens,  and  hang  the  screen  doors?  Mr.  Fly  would  then,  at  least, 
be  cheated  of  his  delight  in  spoiling  clean  picture  frames,  and  mirrors, 
and  other  bric-a-brac.  He  would  not  have  as  good  a  chance  to  get 
settled  in  the  kitchen,  and  dining-room,  and  then  slip  and  hide  away 
in  cracks  and  corners  when  you  were  ready  to  chase  him  out  for  the 
summer.  Wouldn't  you  feel  more  content  when  tired  with  liouse- 
cleaniug  as  you  stopped  to  sav,  "Oh,  my,  I  'm  glad  that  job  is  done," 
if  you  didn't  have  to  sit  and  see  the  flies  crawHiig  over  your  nicely 
cleaned  walls?  We'd  rather  do  your  work  now,  that  is,  if  you  want 
us  to  hang  a  door  or  two,  while  we  are  attending  to  others,  than  do  it 
later  on.  We  aren't  so  busv  now.  Everything  is  new.  We  won't 
have  to  hurry  so.  We  can  do  a  better  job.  Just  as  you  say,  though. 
Use  your  own  pleasure  about  the  time  to  have  it  done  as  it  suits  you 
best.     This  is  simply  a  suggestion. 


Everv  satisfaction  minus  every  drawback.  The  best  values  hunian 
hands  can  bandit^.  When  cautious  speakers  make  utterances  it  is 
time  and  wise  to  listen.  When  honest  merchants  give  values  and  sell 
bargains  in  those  values  it  is  time  and  wise  to  heed.  Such  are  the 
conditions  of  this  .sale. 


There  '11  be  a  hot  time  in  your  ])arlor  if  you  buy  one  of  our  heaters 


THE  HARDWARE  BOOK. 

r'lastic  dollars  are  what  every  economical  housekeeper  likes,  and 
we  make  3  our  dollars  stretch  doubly  far  by  offerin^^  special  bari(ains. 


Will  our  customers  be  ]>leased  ?  That  is  the  question  that  decides 
all  ars^uments  in  our  store.  When  we  buy  and  when  we  sell,  when 
we  select  qualities  and  make  prices,  that  is  the  question  we  ask  our- 
selves. The  pleasini^  of  our  customers  is  the  first  object  to  be  attained. 
If  anything  does  not  please  you,  let  us  know,  and  we  will  make  it 
right. 


There  's  a  top  notch  in  the  public  favor  that  we  will  try  hard  to 
reach.  Not  by  any  trickery  or  fal.se  advertising,  but  by  plain  state- 
ments of  store  facts,  and  have  the  goods  at  the  price  when  you  come. 


The  strong,  steady,  direct  heat  of  the  gas  range  works  wonders  if 
used  rightly. 


Vou  '11  learn  more  about  ranges  than  you  ever  heard  of  or  dreamed 

of  before.     The is  not  a   dream  —  it's   a   cast-iron    fact,    with 

nickel  fixings. 


"  Out  of  sight,  out  of  mind"  applies  to  roofs,  gutters,  conductors, 
etc.  We  would  suggest  a  thorough  examination  of  them  to  ascertain 
if  thev  are  water-ti.tfht  for  winter  wear. 


Some  of  us  can  remember  away  back  to  the  first  knife  !  Had  a  jaw- 
bieaker  of  a  name  —  Westenholm — ^ but  we  never  forj^ot  the  I.  X.  L. 
Never  had  anything  since  that  caused  .so  much  real  joy  as  that  knife, 
(id  we?  It  was  a  good  one  then  and  it  's  just  as  good  to-day.  We 
sell  them. 


If 


you  miss  this  sale,  you'll  be  a  long  time  forgiving  yourself  for  it. 


Pointing  the  way.  That's  the  mission  of  our  advertising;  the 
store  nm.st  do  the  rest.  If  we  ])oint  right,  if  we  are  in  earnest  and 
honest  in  our  public  announcements,  if  our  merchandise  and  methods 
invite  your  confidence,  then  the  road,  the  well-beaten  track,  leading 
direct  to  our  doors  and  traversed  by  hundreds  of  the  buying  ])ublic 
hereabouts,  will  become  a  familiar  road  to  you.  There's  economy  at 
the  end  of  it.  Moneys  aving  .satisfaction  confronts  you  at  every  turn 
when  once  vou  cross  the  threshold  of  this  store. 


THE  HARDWARE  BOOK. 

An  ounce  of  reality  is  worth  a  ])oini(l  of  romance,  and  the  reahty 
of  our  advertised  vahies  is  usually  recognized. 


Bids  for  business.  ]\Iaybe  you  '11  hear  of  lower  bids.  Maybe 
you  '11  buy  at  lower  fij.(ures  than  these.  If  you  do,  it  will  be  a  disap- 
pointment to  you  in  the  end  because  you  will  not  find  as  good  quali- 
ties aL  lower  prices. 


]Many  a  man  might  have  built  up  a  huge,  enduring  business  if  he 
had  been  satisfied  with  a  small,  steady  day-by-day  profit  on  every 
sale;  the  houses  which  nowadays  are  "  big  ones"  are  those  which  do 
a  big  turnover  on  a  small  profit.  Ours  is  a  big  house,  with  new 
goods,  good  goods,  at  a  fair  profit. 


We  don't  advertise  everything  —  if  we  did  there  never  would  be 
any  surprise  here  when  you  come.  Almost  every  day  a  special  sale. 
Almost  every  day  something  desirable  priced  down  to  hurry  figures. 


Don't  stir  until  you  realize  that  if  you  go  farther  you  will  certainly 
fair  worse.  You  may  not  yield  readily  to  persuasion,  but  you  '11  find 
it  difiicult  to  resist  the  evidence  of  your  eyes. 


These  prices  are  not  copyrighted,  others  are  permitted    to    copy 
them. 


With  more  deeds  and  fewer  w'ords  we  propose  to  keep  in  the  good 
old  path,  bringing  trade  into  our  store  on  strictly  business  lines  with 
>)argains  whose  money-saving  power  can  be  definitely  and  practically 
illustrated. 


Harvest-time  in  retail  buying.  No  matter  where  yon  turn,  the 
harvest  of  unusual  values  is  ready.  Midsummer  prices  are  the  lowest 
of  the  year.  Have  to  be  to  make  stock  adjustments  quickly.  It  is  n't 
easy  work  to  inventory  a  large  stock  like  ours.  That 's  why  we  have 
a  sale  previous  to  it. 


This  is  a  high-class  store  in  everything  but  the  prices.  We  are  not 
tr^-ingto  see  how  low  we  can  get  the  prices,  but  how  great  we  can  get 
the  values. 


THE  HARDWARE  BOOK. 

It's  the  ambition  of  this  store  to  transact  business  with  you  on  the 
basisof  intrinsic  merit.  If  we  don't  give  you  meritorious  Koods. 
meritorious  prices,  and  meritorious  treatment,  we  know  our  power  to 
briuif  you  here  to  buv  ceases.  We  have  such  unbounded  faith  in  our 
croods  that  we  sav  to'vou:  HriiiK  them  back  for  your  cash  if  they  don  t 
suit  von  for  any  reason.  These  are  the  honest  and  honorable  methods 
on  which  we  have  built  the  business. 


A  dollar  is  worth  just  what  it  will  brin^r.  if  you  were  stan-iuK  on 
a  raft  in  mid-ocean  and  luul  a  barrel  of  dollars,  they  would  do  you  no 
crood  So  vou  see  location  makes  a  bi-  difference.  Now  we  candidly 
believe  that  there  is  no  place  in  the  country  where  a  dollar  brinK.s  you 
more  real  value  than  at  our  store.  May  bring  you  a  larger  pile  at 
some  stores,  but  we  are  not  talking  about  quantities.  ^^  e  refer  to 
qualities  and  values.  Read  this  list -there  is  no  exaggeration  or 
bombast  about  it,  but  just  a  few  plain  statements  of  facts. 


The  values  we  give  draw  the  dollars.  Don't  try  to  hold  them  for 
better  bargains  -  thev  can't  be  had.  There  's  no  significance  in  prices. 
Anvbodv  can  make  a  price.  A  price  is  a  word  made  of  air-  '  values 
are  facts  "  This  is  our  strong  inducement  — values.  Not  only  do  we 
talk  values,  but  we  give  values  —  urging  your  own  comparisons  as 
ju<^ge. 

Fire  screens  will  keep  baby  out  of  the  fire  and  save  your  carpets 
from  sparks. 


Bier  prices  are  on  a  vacation  here  with  us,  they  '11  stay  on  it,  too. 
we  do'i't  want  them.  What  does  n't  suit  you  does  n't  suit  us  we  work 
for  what  vou  want  ;  the  saving  you  make  on  what  you  buy  here  now 
will  almost  pay  the  price  of  your  vacation. 


Have  you  one  or  more  cows  ?  If  so.  what  is  your  purpose  in  keep- 
iiicr  them  ^  Is  it  vour  object  to  get  the  most  money  from  them  with 
some  comfort  and  .satisfaction  at  the  same  time  ?  Have  you  kept  pace 
with  the  improvements  in  dairv  apparatus?  Consider  if  a  separator 
would  pav  vou  ;  if  vou  could  afford  a  modern  churn  ;  if  you  could 
afford  to  be  without  an  improved  butter  worker. 

To  see  it-to  handle  it-tokiiowit  is  to  appreciate  this  liighlv 
tempered,  genuine,  extra  hollow  ground,  high-grade,  hand  forged 
steel  bari)er  razor.  Every  razor  is  accompanied  with  ^  Ruarantee.  It 
is  all  honed  and  stropped  ready  for  use.  It  will  hold  its  edge  longer 
than  any  razor  manufactured. 


THE  HARDWARE  BOOK. 

We  face  vour  spriii)^  needs  with  a  su])erl)  stock  that  surpasses  every 
nieiiiory  and  ex])ectati()n.  Your  nione}-  never  had  such  power  as  it 
has  to-day  in  this  masterfiU  store. 


This  potato  slicer  cuts  four  slices  as  thin  as  you  please  at  every  revo- 
lution, and  with  no  danger  of  cutting  your  fingers.  It  is  nice  for 
slicing  apples,  and  for  cocoanut,  such  as  our  Greek  friends  use  in  their 
toothsome  candy. 


THE  HARDWARE  BOOK. 


Record  of  Advertising  Contracts. 


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THE  HARDWARE  BOOK. 

Record  of  Advertising  Contracts, 


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THK  HARDWARE  BOOK. 

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THE  HARDWARE  BOOK. 


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Daily  Sales  and 
Advertising  Record 


A  concise  record  of  your  daily 
sales  and  the  daily  cost  of  your  ad- 
vertising will  be  found  invaluable. 
For  this  purpose  the  following 
twelve  pages  have  been  arranged. 
Very  little  time  will  be  required  to 
keep  this  record,  the  form  being  the 
simplest  possible. 

After  you  have  kept  it  carefully 
for  a  few  months,  you  will  find  that 
it  will  indicate  with  a  good  deal  of 
certainty  just  what  your  advertis- 
ing is  doing  for  you. 

The  longer  you  keep  it,  the  more 
interesting  and  valuable  it  will  be- 
come, and  the  more  incentive  there 
will  be  to  make  each  month's  busi- 
ness exceed  that  of  the  preceding 
month,  or  that  of  the  corresponding 
month  of  the  preceding  year. 

Try  it.  Commence  with  yester- 
day's sales — not  with  to-morrow's. 


LAST  YEAR  -  JjPLlSttJjPsLT^  Y-  THIS  YEAR 


Total, 


SALES 


ADVERTISING 


ADVERTISING 


INCREASE  (Advertising),  $  DECREASE  (Advertising),  $ 

INCREASE  (Sales),  $ DECREASE  (Sales).  $ 


LAST  YEAR      FE::B:R'U"jP5LR.lir  -  THIS  YEAR 


Total, 


ADVERTISING 


SALES 


ADVERTISING 


INCREASE  (Advertising),  $  DECREASE  (Advertising),  $ 

INCREASE  (Salesj,  $ DECREASE  (Sales),  $ 


Total. 


LAST  YEAR       l^^T  jPl  I^  O  ti  -  THIS  YEAR 
ADVERTISING 


SALES 


ADVERTISING 


INCREASE  (Advertising),  $ 
INCREASE  (Sales),     $ 


DECREASE  (Advertising),  $ 
DECREASE  (Sales).     $ 


LAST  YEAR  -  jPl  IF"  R-  I  L   THIS  YEAR 


1 
2 
3 
4 
5 
6 
7 
8 
9 
10 
11 
12 
13 
14 
15 
16 
17 
18 
19 
20 
21 
22 
23 
24 
25 
26 
27 
28 
29 
30 


Total, 


SALES 


ADVERTISING 


SALES 


ADVERTISING 


INCREASE  (Advertising),  $ 
INCREASE  (Sales),    $ 


DECREASE  (Adverlising),  $ 
DECREASE  (Salesi,     $ 


Total, 


LAST  YEAR  -    3X1  jPl  ^^T         THIS  YEAR 


SALES 


ADVERTISING 


SALES 


ADVERTISING 


INCREASE  (Advertising),  $ 
INCREASE  (Sales),     $ 


DECREASE  (Advertising),  $ 
DECREASE  (Sales).     $ 


LAST  YEAR  -  J  U  Kl  E  -  THIS  YEAR 


1 
2 
3 
4 
5 
6 
7 
8 
i) 
10 
11 
12 
13 
14 
15  I 
16 
17 
18 
19 
20 
21 
22 
23 
24 
25 
26 
27 
28 
29 
30 


Total, 


SALES 


ADVERTISING 


SALES 


ADVERTISING 


INCREASE  (Advertising).  $  DECREASE  (Advertising).  $ 

INCREASE  (Sales),  $ DECREASE  (Sales).  $ 


LAST  YEAR   -JULY-   THIS  YEAR 


1 
2 
3 
4 
5 
6 
7 
S 
9 

10 

11 

12 

13 

14 

15 

16 

17 

18 
19 

20 

21 

22 

23 

24 

25 

26 

27 

28 

29 

30 

31 


Total. 


SALES 


ADVERTISING 


SALES 


ADVERTISING 


INCREASE  (Advertising).  $  DECREASE  (Advertising),  $ 

INCREASE  (Sales),  $ DECREASE  (Sales).  $ 


LAST  YEAR -jPlXJGXJST- THIS  YEAR 


SALES 

ADVERTISING 

SALES 

ADVERTISING 

1 

3 

4 

5 

6 

7 

8 

9 

10 

11 

12 

13 

14 

15 

16 

17 

18 

19 

20 

21 

22 

23 

24 

25 

- 

26 

27 

, 

28 

29 

30 

31 

Total. 

INCREASE  (Advertising),  $ 
INCREASE  (Sales),  $. 


DECREASE  (Advertising),  $ 
DECREASE  (Salesj.  $ 


Total, 


LAST  YEAR -SEF'THllylBER.- THIS  YEAR 


ADVERTISING 


ADVERTISIN 


INCREASE  (Advertising),  $ DECREASE  (Advertising*,  $ 

INCREASE  (Sales),  $ DECREASE  (Sales),  $ 


LAST  YEAR  -  OCXOBEI^      THIS  YEAR 

SALES 

ADVERTISING 

SALES 

ADVERTISING 

1 

2 

3 

4 

5 

6 

7 

8 

9 

10 

11 

12 

13 

14 

15 

16 

17 

18 

19 

20 

21 

22 

23 

24 

25 

26 

27 

28 

29 

30 

31 

Total, 

INCREASE  (Advertising),  $ 
JNCREASE  (Sales),  $. 


DECREASE  (Advertising),  $ 
DECREASE  (Sales),  $ 


LAST  YEAR      l<rO\/H:iXEfc3E:R.      THIS  YEAR 


SALES 


TotaL 


ADVERTISING 


SALES 


ADVERTISINa 


INCREASE  (Advertising),  $  DECREASE  (Advertising),  $ 

INCREASE  (Sales),  $  DECREASE  (Sales).  $ 


LAST  YEAR- ID  HIOElXLIBEiE^      THIS  YEAR 


1 

2 

3 

4 

5 

6 

7 

8 

9 

10 

11 

12 

13 

14 

15 

16 

17 

18 

19 

20 

21 

22 

23 

24 

25 

26 

27 

28 

29 

30 

31 


SALES 


Total, 


ADVERTISING 


SALES 


ADVERTISING 


INCREASE  (Advertising).  $ DECREASE  (Advertising),  $. 

INCREASE  (Salesj,  $ DECREASE  (Sales),  $ 


r'h 


ARE  BOOK 


By  CHARLES  AUSTIN  BATES 


-^fv