Let us see what the houses who pride themselves on their "high class" and "legitimacy" are saying about their goods.

Well, here is one. It covers a hundred inches of space. It advertises a piano of world renown among musicians. The ad is strong, dignified, convincing, but it won't reach the humble individual with, say, $200 to spend. Where are all these "high class" houses? Surely they don't choose good positions, or else the other fellows are beating them to it. Oh! here is one more high class ad. "Those who today bear the responsibility of maintaining and perpetuating the prestige of the name and quality, imbued with a full sense of that responsibility, are determined that the products of this generation shall even excel, were that possible, the magnificent achievements of the past." Whew! Let's come up for air! Sounds like an extract from one of Euphues' effusions.

A half page of this, a much involved illustration, and the real ad (an invitation to come in and see a special and interesting display) which is tucked away in a corner-the invitation not the display-comprise class" ad.

this "high

Well, that makes two. Any more? A second thumbing of three Sunday editions fails to change the count.

There are in the city fifteen firms that say they are high class. Thirteen of them evidently believe advertising does not pay. Of those who do advertise, two are conservatives and eight are ultra radicals. And they all unite on one thing-they despise the three department stores.

Here is a condition that ought not to exist. The people read the papers. They cannot fail to read these ads.

Piano buyers get their impressions and their knowledge of the piano business from this sort of advertising. They get the idea, many of them at least, that the Chickering piano may be bought at a bargain for, say, $68, but that the Shyster piano is the best in the world and can be bought for $169, thirty days' free trial, no interest, no extras, and a diamond ring to boot.

The names of the firms are imbedded in their memories.

They have gradually assimilated the idea that there is an enormous profit in the piano business, and anyone who asks as much as $500 for a piano is a thief.

The discriminating, intelligent buyer is in the minority.

What are you going to do about it?

This is what you will have to do, Mr. High Class Piano Dealer, before your lost ground is won back:

You will have to enter upon a thoroughly adequate campaign of education in the newspapers, the best retail advertising medium in the world. You will have to offset and explode every specious, misleading argument advanced by your friends, the enemy.

You have been beaten at the advertising game, and the ground can only be won back slowly and expensively by increased energy and a new grip on the situation.

The ignorance of the public has been played upon in all keys and you have let it be done.

When the advertising solicitor came in you either told him that business was so good you did not need to advertise, or that business was so bad you couldn't afford it. In either case you lied, probably unwittingly,

And now see where you are. You have a fine, artistic instrument to sell at a fair profit and you find yourself in competition with cheap John goods that ought not to be able to compete with you at all, and the other fellow is making the money and laughing at you.

Do you know what the Laundrymen's Associations have done to protect themselves from the Chinese basement laundries? Do you know what the lumbermen are doing in this country to save their trade from substitutes for lumber?

Get together in an association, dig up handsomely, hire a good copy writer, buy him plenty of newspaper space and go to it, or else join the ranks of the price-cutters, the dollar-a-week boys, the premium and club schemers, the apostles of frenzied piano selling. From The Piano Magazine.

Advertise

What'll you have

When you make up your list of agricultu tions that follow enter in the order of merit. We have known men placing advertising simply considering territory and quantity of Some win in spite of themselves; others soon

The man that does not recognize varying should not be on the list if there is a better or

To give the advertising public some reliable data tha scribers to him, we recently completed a very extensive in extent of income as well as direction and character of expe assets of Hoard's Dairyman's subscribers, making him betra

HOARD'S

Value of average farms owned or operated by Hoard's Dairyman subscribers

$17,027.03

Average value per acre of farms owned or operated by Hoard's Dairyman subscribers

$101.78

16%-Use Other ods tha

GOOD WILL

reports on file dious effort, nea valuable time wi which its subse VALUABLE INFOR

Write us to learn what percentage of our readers goods! These reports contain information of great valu tisers. We have reports on 76 of the leading nationally commodities. For instance, it is found that 91 per cent of

HOARD'S DAIRY
CIRCULATION, 65,000

A hotel has just one thing to sell.
And that one thing is Service.

The hotel that sells Poor Service is a Poor Hotel.

The hotel that sells Good Service is a Good Hotel.

It is the object of Hotel Statler to sell its Guests the Very Best Service in the world.

The Service of a Hotel is not a thing supplied by any single individual. It is not Special Attention to any one Guest.

Hotel Service-that is-Hotel Statler Service means the limit of Courteous, Efficient Attention from each Particular Employee to Each Particular Guest.

This is the kind of service a Guest pays for when he pays us his bill-whether it is for $2.00 or $20.00 per day. It is the kind of Service he is entitled to, and he need not and should not pay any one any more.

Every Guest who enters the Statler door comes in there because he believes he can buy something there better than he can buy it any where else.

It rests with every employee of this Hoteldoormen, bellboys, porters, clerks, waiters, maids, manicurists and managers-whether he goes away disappointed or pleased.

A Doorman can Swing the door in a manner to assure the New Guest that he is in His Hotel, where people are prompt to serve him.

or

He can Sling the door in a way that sticks in the Guest's "crop" and makes him expect to find at the desk a scratchy, sputtery pen, sticking in a potato.

When the room clerk says: "Front, show Mr. Robinson to room 1252," instead of "Show the gentleman, etc.," the Guest immediately gets a warm feeling of being welcome.

To be able to give a Guest this feeling adds dollars to the income of the house and dollars to the salary of the clerk.

An operator who is quick to answer telephone calls, and does not keep a Guest holding a cold receiver to his ear and listening in

tently to nothing, can swell the appreciation of Statler Service-and swell the Statler appreciation of her.

A waiter who can say "Pell Mell" when the Guest says "Pell Mell" and "Paul Maul" when the Guest says "Paul Maul," can make the Guest think himself Right-and make us think the waiter is All Right.

And just here, take heed, that in all Minor Discussions between Statler Employees and Statler Guests, the Employee is Dead Wrongfrom the Guest's stand-point and from Ours. It is these little things that send a Guest away to say, promptly,

"I stopped at Hotel Statler."
Or, listlessly

"I put up at a Buffalo hotel last night." The steward (or any other Head) who can systematize and organize his department so as to save time or help, can make more money for the Statler-and more money for himself.

Every dollar saved in any department means that we can sell more Service for the same price. It makes Statler Service a better, bigger thing and it makes Somebody a better, bigger job.

Every item of extra courtesy contributes towards a better pleased Guest, and every pleased Guest contributes towards a better, bigger Statler.

The Statler Service Code.

Hotel Statler is operated primarily for the benefit and convenience of its Guests. Without Guests there could be Statler.

no Hotel

These are simple Facts easily understood. So then it behooves every man and woman employed here, to remember this always, and to treat all Guests with courtesy and careful consideration.

Any member of our Force who lacks the intelligence to interpret the feeling of Good Will that The Statler holds towards its Guests can not stay here Very Long.

New Customers are just as valuable to us as Old Customers-remember that; for each

A man may wear a red necktie, a green vest and tan shoes, and still be a gentleman.

The Unpretentious Man with the soft voice may possess the Wealth of Croesus.

The stranger in cowhide boots, broad-brim and rusty black, may be President of a Railroad or a Senator from over the Ridge.

You can not afford to be superior or sullen with any Patron of this Hotel, I said so.

Have every one feel that for his money we want to give him more sincere service than he ever before received at any Hotel.

The Employee who helps to perpetuate this plan is never out of a Job, nor does he escape the eye of the Man Behind the Scenes-the Boss.

At rare intervals some perverse member of our force disagrees with a Guest as to the rightness of this or that.

He maintains that the meat is well done-when the Guest says it isn't.

Or that this sauce was ordered when the Guest says the other.

Or that the Boy did go up to the Room.
Or that no Party called.

Or that it was a Room reserved, and not Dinner for Six.

Or that the trunk wasn't there.

Either may be right.

No

But these are permanent instructions: Employee of this Hotel is allowed the Privilege of arguing any Point with a Guest.

He must adjust the matter at once to the Guest's satisfaction, or call his Superior to adjust it. Wrangling has no place in Hotel Statler.

The Statler is a successful Hotel.

Men and Women of taste and Refinement, from all parts of the World, name the Statler their Home while in Buffalo.

The Reason is, that every Waiter in this Hotel, every Hall-Boy, the Chambermaid, the Clerk, the Chef, the Manager, the Boss him

self, is working all the time to make them feel "at home."

Each member of our force is valuable only in proportion to his ability to serve our guests. STATLER'S TALK ON TIPPING.

The patron of a hotel goes there because he expects to receive certain things served with celerity, courtesy and cheerfulness.

The persons who are to fetch and carry him these things will be those whose portion it is to render intimate personal services to others. Since time immemorial, this class of servitors has been of the rank and file.

Now and then a server is found-a waitera bootblack-a barber or a bell boy who adds a bit of his own personality to his services. Such a one shows a bit more intelligence-initiative perspicacity-than his fellows. The patron finds his smaller wants anticipated and is pleased. He feels that the servant has given him something extra and unexpected-and he wants to pay something extra for it. He tips.

Of course there are abuses of the tip. A rich bounder wants something more than other hotel guests, and he futilely tries to get it by throwing money about. His tips are insults and his reward Servility instead of Service. Or

to

An individual wishing to be thought a "good fellow" administers tips with the advice "buy a house and lot," etc. Or

An infrequent traveler having the time of his life, tips out of sheer goodheartedness.

These types help to constitute the "Public." It is the business of a good hotel to cater to the Public. It is the avowed business of Hotel Statler to please the public better than any other hotel in the world.

Statler can run a tipless hotel if he wants to. But Statler knows that a first class hotel cannot be maintained on a tipless basis for the reason that a small but certain per cent of its guests will tip in spite of all rules.

Statler can and does do this: He guarantees to his guests who do not wish to tip everything-everything in the way of hotel service, courtesy, etc., that the tipper gets.

Let's make that a bit stronger-guests do not have to tip at Hotel Statler to get courteous, polite, attentive service.

Or for final emphasis. Please do not tip unless you feel like it, but if you do tip, let your tipping be yielding to a genuine desire-not conforming to an outrageous custom.