Very truly yours,
Martha Walker.
(Mrs. William Walker)

_A letter to recently married people in moderate circumstances_

J. L. BASCOM COMPANY
20 MAIN STREET
RICHMOND, VA.

May 8, 1922.

Dear Madam:

This store is for sensible, saving people who want to make
every dollar buy its utmost. But sometimes being sensible and
saving seems to mean just being commonplace and dowdy. Ours is
not that sort of a store.

We believe that useful articles ought also to be good
looking, and our buying has been so skillful that we believe
we are safe in saying that our goods are not only absolutely
dependable but also will compare in appearance with any goods
anywhere, regardless of price. We think that this statement
will mean something to you, for in furnishing a home, although
appearance may not be everything, it is certainly a good deal.
Between two articles of the same durability the better-looking
one is the better.

It is our aim not merely to make home furnishing easy but to
make a beautiful home at the price of an ugly one. Our
experience has been that it does not pay to put into a
household any article which in a few years you will get so
tired of looking at that you will want to smash it with a
hatchet. We have the values and also we have terms that are as
good as the values.

We enclose a little booklet that will give you a hint of what
you can find here. We cannot give you more than a hint. The
best way is to come to the store. Tell us your problems, and
let us aid you with our experience.

Very truly yours,
J. L. Bascom Company.

_Introducing the mail order department:_

L. GIRARD & CO.
ST. LOUIS, MO.

April 4, 1922.

Mrs. Benjamin Brown,
29 Shadyside Vine Avenue,
St. Louis, Mo.

Dear Madam:

This Spring brings to us many new ideas in merchandise that
our buyers have picked up in their travels. In many ways we
have now the most interesting stock we have ever been able to
show. It is indeed so large and varied that we shall hard