nfidence in the goods offered at the prices asked was established long
ago.

The man is prosperous who saves a dollar on this and a half dollar on
that: the prices quoted help you in this direction.

The goods offered are _exceptional_, on account of the price; and
_rare_, because of their exclusive style.

Honest value is guaranteed for every cent you send, or it is sent back
again.

It pays you to deal where no false representations are made, but where
goods are sold exactly as advertised.

The goods offered are honest, the prices are right, customers are
every-day honest people; and that's why it's easy to do business
together.

You don't save the freight when you buy at home; the freight and a big
profit as well are added in the price.

The whole truth of the matter is--_what promises are made, are kept_.

It is the belief engendered in the truth of these and other statements,
the influence they exert in convincing, and the persistent method of
keeping it up, that attracts this particular trade; and the faithfulness
with which all promises are kept, all obligations fulfilled, that builds
the business up on the lines of perfect confidence and retains it.

All may not be agreed upon the effect the response to this method of
doing business has upon the country at large; but it is, nevertheless, a
fact that the people everywhere are giving their material support to
houses whose advocated policy is to supply them everything on which
they can save them money, and it has proved to be a pronounced success
to the promoters.

The possibilities of increased trade through the medium of the
mail-order department appear almost unlimited. The amount of business
that may be done has evidently never yet been measured, and no other
branch of the business is apparently as capable of as large development
as the mail-order trade.

Catalogues.

The general catalogue of Department Stores stands in the same relation
to the mail-order trade as the newspaper does to the store trade. It is
the chief medium for mail-order advertising. Though supplemented in
various ways by special advertising, yet the catalogue stands distinctly
alone as the indispensable means for securing and retaining the trade of
out-of-town customers; and bearing this important relation to the
business, extraordinary care is exercised in its preparation from start
to finish. It is the silent traveler, the individual salesman; and as
the highly succ