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/• " :*."â- ", "/\y:'>1'^'K"^'"':!': 'â- "'s^V?"ry':<$ B 8HORB NBWt, THURSDAY. FEBRUARY M MM. I" ""*.....'â- "â- â-  â- "'^â- ^ ca Advertising Advertiseis This and the following pages are devoted to our advertising those who advertise in the magazines and oughly familiar with, and yet possibly you have never connected all of these articles with our store; in fact, we krikj ever being advised by the advertisers that a person from Evanston has answered their ad. and "wher advertisements you arc ther* do not because we are for- get the articles?" We canyp hundreds of advertised articles, more than we realized ourselves until we began to go through section after fs|fction and^.pw each filled with trade- marked merchandise. They are all articles of meritâ€"merchandise that national advertising ha satisfaction in selling them because they are all so strongly backed by the firms who make them in the mind of the customer. These firms are spending millions of dollars each ydar to make th their uniform high quality. They are not spending this money without careful consideration; i more money. They know their product has the merit, purity and quality that will give satisfac The manufacturers of advertised articles are willing to stand behind them and irrake go see that there are as few defects as possible. Our business has been built upon qtaaltyimerch merchandise that through some reason or other has not proven satisfactory. These\alticlfcs tllu dreds we carry and that have passed the acid test of inspection. Seated a daily demlnd^for, and there is a ceftaii! because an advertjifOTarticle is often already soldf1 products faqjikSrto you and to acquaint you with; business propositionâ€"spending money to make nd bring about continued usage. _ defects, and for that reason they are going tof1 e and we are always ready to make gooff d on the following pages are .but a few of * tilusfrajfed on the following pases are .dui a i What one magazine has done in regard to its afverii "A Tribunat of Quality" Last Spring there was established in Washington the Good Housekeeping Bureau of Foods, Sanitation and Health, with Dr. Harvey W. Wiley as Director. Maintained by the magazine from which it takes its name, it is managed by Dr. Wiley unfettered by any but scientific considerations. For many long months the leading trade-marked food products and toilet preparations have been in course of test and analysis by chemists reporting to the Bureau their findings subject to the final approval of Dr. Wiley. A body of data ready for quick reference has been accumulated. The system is fully explained in Good House- keeping Magazine for January, pages 4 and 6. Hereafter no food-stuffs or toilet preparations will be admitted to the advertising sec- tion of Good Housekeeping Magazine which have not received a high rating from the Bureau. Advertisements of articles conforming to certain advanced standards will be marked with a small *, but all, starred or unstarred, will carry the Bureau's endorsement. Household utensils and appliances have been tested and starred upon a similar plan for some time by the Good Housekeeping Institute at New York, an institution separate from the Washington bureau, and its findings have been made the criterion in accepting adver- tisements, to the 8atisfactlon 0f con8umer8i merchants and advertiser*. Other products, such as tilrlutiiret nouse furnishings, silverware, mu- sical instruments, wearing appareit etc., not requiring expert investi- gation, are nevertheless ilnjy accepted for advertisement when foil knowledge of their worthiLe8g ig obtained by the publishers. And back of every proLuct^ 0f every 8ort^ advertised in the mag- azine, rests the unconditid^j guarftntee of the publishersâ€"the best proof and warranty of thei The significance of all consumers, now have a goi line of products of every Housekeeping Magazine is by that fact known picked men. The pages of the magazine becom _ _ __ name of a questionable product into Good HousLkeeping Magazine's advertising section. Retailers are no longer obliged to guess when goo<| CU8tomer8 demand trustworthy informa- tion about advertised goods. A tribunal of quality now exists, perfect as noile8ty a„d science can make it, and it un questionably meets a great public need in an adequ[ate and practical manner. faith in their own sifting methods. this to retailers is that they, equally with e to the quality and reliability of a long class. Any product advertised in Good o have been exhaustively looked into by an honor list. Money cannot force the William & Lord untain Square Evanston, Illinois