is appeal so as to secure a hearty response from the buying public. He must give an individuality to the store advertising, and see that every advertisement is backed up honestly, every promise fulfilled, and that the information he gives the public is absolutely true. He must keep on file a complete record of all advertising, and should keep in constant touch with each department's daily sales, with a view to continual comparison with previous records. He must know what other stores are advertising and see that his prices do not run higher than competing figures. All window dressing, wagon cards, display cards and interior decorations should come under his supervision. He must decide the amount of newspaper space for each department; and though heads of departments may take issue with his decisions, yet, as head of the advertising, he does what he thinks is best, usually giving space according to the money-making abilities of the departments. He must understand the goods he is advertising, know all about the
This book starts as a peek behind the scenes of the large department stores of the time, but quickly turns into a sort of how-to guide to running your own shopping palace. The book covers store functions and departments, mail order processing and catalog design, and even explains the layout of the stables where the stores in-town delivery horses and wagons are kept. The section on how to organize customer names and addresses on a series of lined index cards is especially enlightening to anyone who can't remember life before computers. Most of the advice is fundamental enough that any modern retailer will find something to take away. The descriptions of early store fixtures and functions will make anyone into steampunk swoon. The language is slightly flowery, but still very readable. All in all, an entertaining and fascinating book.
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