pr-t-mr- *•- ■ pj 411 ismfwpu%fyi ' .»> f " • ' ''•' '" •'" ■ ■ ; •' ■ c •; •*• y_»wp«y" ' jj Saturday, December 2, 1922 CAPE MAY STAR AND WAVE , Page Five

LJ^ERTY THEATRE I WASHINGTON STREET = a— DAYS— 3 = THURS., FRI, SAT. = Dec. 7th, 8th, 9th = For more than fifty = years the greatest = American heart^irama E erer written. Now a E perfect Paramount • = picture whose tears and = smiles and heart-throbs — will lire forever. E The! Old stead NOW AT THE STANTON 16th and Market E With E Theo. Roberts | George Fawcett | T. Roy Barnes | Harrison Ford | Fritzi Ridgway | THE IMMORTAL 5 DRAMA OF E AMERICAN HEARTS E The . Old stead The greatest of all E emotion-dramas — at last £ given a production = worthy of its story. = =: ^ jjf With the screen's E greatest character actor, = E Theodore Roberta, in = the role he was born E • E f°r — "Uncle Josh-" A story made for the E 5 sorrows and Joy* of plhin folks and a great E 2 love that weathered E £ adversity. Reaching its 2 climax in a mighty = — cyclone scene that z. * 2 dwarfs any storm ever E shown on the screen = before. For your 2 heart's sake, come! E 1 The I Old stead «. COMING TO THE LIBERTY H THEATRE | V IS WASHINGTON STREET E ' 18 S-DAYS-3 E . |8 THURS^ FRI, SAT. = |s Dec. 7th, 8th, 9th s

WHAT'S WRONG HERE? LET'S READ AND SEE ! ! Good Old Santa Claus does not know how to spell "Electrically" — that is what is wrong, but you will notice that he knew what to select to please HER most. Electricity is a convenience — to be used. The day is long past when argument has to be advanced why electrical housekeeping accessories should be in every home. One reason alone— for mother's comfort is enough. Toaster Iron Washer Pereolator Grill Vacuum Table Lamp A. D. REEVES ELECTRIC SHOP 215 DECATUR STREET CAPE MAY, N. J. Keystone Phone 25-D Agent for Bridgeton Chandelier Co. ( RE-OPENING OF Cape May Variety Store 409 WASHINGTON STREET On December 5th, 1922, I will be here again with some of the greatest bargains ever offered to the public of Cape May. After being closed for a few weeks, I now re-open to sell out the balance of my stock, among which I have a beautiful and full line of Christmas giftB and tree ornamentr. COME EARLY AND GET YOUR SELECTION H. Sacks, Proprietor.

i A Gift for t Mother t A very thoughtful Christmas , i gift, indeed, is an Electric ^ . Toaster. Less work for Mother and better toast for yourself. It | is a present from which the | whole family will derive bene- j fits. Manv other electrical time , and labor saving goods are in stock. | Charles R. Hoffman i I 606 WASHINGTON STREET I Cape May, New Jersey Keystone 8-A j Good Shoes and Stylish Ones ' For MEN, WOMEN & CHILDREN N. S. KAHN 503 Washington Street Cape May, N. J. |Jj Taster as Good as Ft Looks! If you eat Ham youll like it when it's smoked > well and sugar cured, with the flavor kept in. I It's just that way when you buy your Ham here. Our other meats are equally fresh and choice. E. P. NITTENGER LIBERTY THEATRE BLDG. 507 Washington St. Cape May. Phone Keystone 10

To the Women of Cape May— Read This Don't let the House-to-House Canvasser fool you with trick demonstrations. We have just learned that clever agents or slick canvassers representing certain Hosiery Mills or Brokers are going from House to House offering 3 pairs of ordinary Silk Hose for $5. BEWARE OF THESE TRICK TESTS

1. NAIL FILE TEST— Canvasser takes a nail file, sticks it down inside of stocking and draws it up the hose to show it will not catch or tear the silk. Our Leading Lady Hose wilF stand this test. 2. PULL TEST— The (solicitor has you take hold of one end of the stocking and pull against him with all your might to show

the strength. Our Leading Lady hose will stand all the pulling you can give them, even a tug of war. 3. FRESH STOCK AGENTS — claim their goods are shipped fresh from the mill, therefore will wear longer. This ia more "Bunk-" Our Leading Lady hose are pure dyed, and will not weaken or deteriorate with age.

4. GUARANTEE— The ^Bell Ringer" guarantees his silk stockings ' to give satisfaction but he gets your money and where is he tomorrow 7 What -is . his guarantee worth. Our Leading Lady Hosiery will give complete satisfaction and we are here to every day in the year behind our guarantee, and so are the mill.

To give the Women of Cape May an opportunity to test the excellent qualities of OUR LEADING LADY HOSE, WE MAKE THIS TpalrTr Leading Lady Hose Makes an Acceptible Christmas Gift. M. C. FRYMIRE, The Best Shoe Store 401 Washington Street Cape May, N. J.

For Merchants Only- — ' Business Secrets Disclosed How a $400,000 Yearly Business Was Built Up In a Minnesota Town of 1500 People ROMANCE — Business romance and Success have not been cornered by the John Wanamakers and the Marshall Fields of the Big Cities. They.are to be found in every Main Street in America, — Tour Street. They are there for the taking by the "merchants with the will to win. If you, Mr. Merchant who reads this, are a fighter, you will thrill to the toes at' this story. If you are a Doubting Thomas, then be prepared to be converted by facts and figures, elBe admit to yourself that you are a failure — and success is not in you — and it is because you won 't learn from the experiences' of others. Long Prairie, in Todd County, Minnestoa, is a town of only fifteen hundred people. Still Elmer, Charley and I. E. Hart, three who run a general store there, did not let the size of the town with them in building up an annual business of $400,000 — almost a half million dollars a year. Now Ehner and Charley and I. E. Hart are not super-merchants, j Instead, they are only aggressive wide-awake hustling and fighting young American business men. They "snapped out of it" when failare threatened about six years ago. They went oat to do or die, to get the business along business lines, else quit The Hart brothers did not look to the big city for success. They looked at their own town and county. [ Do you thipk there is no romance in small town merehandisin-* Doesn't this story of the Hart Brothers at Long Prairie explode jaat ' ideas? Think of it, six thrilling and intensely interesting years of business development and Success — a $400,000 yearly hnRiness. How did they do it, you aak? Easiest thing in the world, they faced facts. They quit hynotizing' themselves with alibis for empty store aisles. They studied merchandising successes — and did likewise. Let's go back six years. It was an eventful evening in Harts' Department Store. Elmer and Charlie were alone in the office. The store was closed for the day. "Charlie," said Elmer, "what's the matter with our business ? i You know and I know we've got quality merchandise here.' Our prices are right — still, go down to the depot and the baggage room is crowded with goods from the mail order houses — and in every instance, ii is inferior goods to ours, price and quality considered. But what are we going to do? I don't see any answer but to elose up — quit ? , ."Yes — quit or fight," said Charlie thoughtfully; "quit'or fight ■ and I say fight — " "If all you say is true, then it is up to us to prove it true right here ifi Long Prairie, Todd County, Minnesota. It is true. I know , it and you know it. The fact is then obvious that onr weak spot has been in the lack of real aggressive salesmanship. 1 say, let 's fight." Ask the mail order houses and the nearest big city merchants today if the Hart brothers of Long Prairie are fighters. They will tell you. This is how they fought. First, Harts went out to get acquainted with everybody within fifty miles of Long Prairie. How did they do it? Through advertising, of course. Now wait — advertising covers a great deal of territory and it was right on this point that Harts reached rock bottom and built on a solid foundation. Harts got acquainted. Also, and more important, they simply made everybody get acquainted with Harts. Harts appropriated 3 per cent of their gross itjeome for advertising. They contracted for newspaper space on the full page and double truck display basis. They didn't waste this extra space with large type and extravagant claims. Instead they wrote readable copy and illustrated it with cuts which were seasonable and cuts with a big city sales appeal. Every ad was given careful thought. It told prices, also talked quality. It never failed to- picture bargains. Hart adB were bright and attractive. They usually included a lit tie talk on buying at home. They educated and built up customer "s confidence and soon — Harts began to hire more help in their store. Harts was out after the business. It wasn't many weeks until every soul in Long Prairie and Todd County knew it. And right here Harts turned another mile-stone. They supported their advertising campaign with aggressive and good-will building merchandising ideas and plans. They built up a card index of every prospective customer in Long = Prairie and Todd County some as far away as fifty miles — because Harts claim. a customer owning an automobile is no further away at fifty miles than the nearest cross roads; if a merchant has the goods a customer needs and will tell him about it. On the index cards was recorded every bit of information obtainable about every member of a family. The wife's name: how many children. The assessed value, etc., etc., etc. Ilarts got all this information from the county assessor and school teachers and Harts store force tilled out the cards during spare time. That was Harts mailing list which has grown until, today, it includes virtually every name within a radius of fifty to sixty miles. With a mailing list of size. Elmer Hart, as president, began Sending out letters in support of their. newspaper advertising. They were friendly, personal and cordial letters, telling about seasonable goods and at prices the various bargains might he bought. Then came the house organ idea. It was a little four-page paper which had long been published by Harts. But it took a new lease ot life. It began to tell interesting news. It was filled up with pictures —and it was sent to every name in Ilarts' card index file. The houseorgan was popular. It took an occasional broadside at the mail order houses almut. quality, inconvenience of doing business away from home, etc. • Harts then introduced the personal demonstrators, first through big newspaper ads, then the house organ and finally in special letters. AH -that" was asked was that customers living in the county let Harts demonstrator call with samples of advertised wares desired. A little coupon was attached to make writing easy. The dea caught on. It wasn't long until the Hart demonstrator in a light car packed with grips, was doing $100 a day business. Harts even moved staple stocks, such as soap, etc., through the demonstrator and house-to-house canvass. Of course, the demonstrator was every day talking and talking on the value of trading at home. And during Fair Week in Long Prairie — well, in a big tent on the grounds, Harts gave a lesson in demonstrations with free eats, etc., that Todd County women still talk about. When Harts built their new store three and a half years ago. three floors which is now manned by a force of more than thirty salespeople, it opened up a new era in the service idea Hart brothers liad grown into. The semi-annual style show, when work clothes as well as evening gowns are shown on stalwart young men and pretty girls, is a Saturday afternoon and evening of intense interest in Long Prairie and Todd Connty. Hundreds attend. The cool, comfortable rest room on the balcony is a heaven to country shoppers — and it is advertised freely — inviting all to make it their headquarters. Elmer and Charley Hart long ago discovered an old truth that • j,_ ' (Continued on Page Eight)