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Largest Building in the World
Now Being Built by Montgomery Ward and Company The Rapidly Increasing Trade of the American Farmer Makes the immediate Erection of this Huge Structure Imperative
cases in a hundred, or even a greater percentage than this, you will find the article in their catalogue.
And this simply goes to prove that the American farmer is one of the best of buyers. He has always been a great producer, but, previous to the past three and one-half decades, compassed by the business history of Montgomery Ward & Company, he was not a great con
EVEN years ago, when Montgom
ery Ward & Company erected their main building
Michigan Avenue and Madison Street, Chicago, they thought that they were "building large enough for all time.”
A member of the firm recently said to the writer, “When this building was erected, we rather felt that we had a white elephant on our hands."
Since this great building was structed however, Montgomery Ward & Company have been compelled to add annexes, Michigan Avenue, and Washington Street, an extensive warehouse at Clinton and Monroe Streets, besides a branch house at Kansas City, Mo., a Farm Machinery Warehouse at Sycamore, Ill., and various other Warehouses and Factories at different points, and yet with all of these added facilities for promptly filling orders, their business has grown to such proportions, as to compel them to now employ a double quota of clerks, one set working from eight to six o'clock by day, and another from eight o'clock p. m. to six in the morning. In this way, they have practically doubled the present capacity of their buildings, and are still enabled to fill orders with their usual promptness.
An Overlooked Advertising Opportunity And yet, notwithstanding the incontrovertible fact that the farmer is unquestionably the best buyer in the United States, there are scores of general advertisers, who still consider him of but little value to them. They speak of him, and think of him, and—so far as their advertising appropriations are concerned -treat him as a back number; a “Rube," a "hay-seed," a "jay;" whose purchases consist mainly of blue jeans, calico, brown sugar, and horse liniment; whose stock expressions are by gosh! and by heck! and by hen!
There are scores of general advertisers, who could profit as they can in no other way, by advertising their goods in the papers that most forcibly appeal to the farmer; the agricultural publications. The mediums that have been such large factors in building up the marvelous business of Montgomery Ward & Company.
Advertisers of soap-toilet and laundry-package foods, shoes, books, silverware, watches, and a long list of other goods, sold by this great firm, and the other catalogue houses, could double and quadruple their sales through these sources, by supplementing the brief descriptions in their catalogues,
Increased Consumption by Farmers Montgomery Ward & Company claim that they have two and one-half million customers.
What do they buy?
Almost everything in the world of legitimate merchandise. Think of any article that is sold in America, turni to the alphabetical index of their catalogue, and you will find it there. Go through the whole list of necessities and luxuries, and in ninety-nine
Montgomery Ward & Co.'s New Main Building, now in the course of construction at the Junction of Chicago Avenue and the Chicago River, extending north along the river bank nine hundred feet, with a frontage of 270
feet on Chicago Avenue. To be completed in 1907.
and largely increase their sales through each floor to the packing floors, without other sources.
handling And then, there are pianos, organs, In the main building will be ample and many other advertised articles, that facilities for the accommodation of all are not found in the columns of the out-of-town callers, and the army of agricultural papers, whose manufactur 10,000 employes. ers are missing golden opportunities by Rest rooms, restaurant and roof garnot advertising to the farmer.
den for employes and visitors, doctor's
office and hospital wards with nurses The Mammoth New Building
in attendance for any sudden illness It is almost too large a subject to talk or emergency case; school room with about in a little magazine like this. instructors; mothers' room with attendThe illustration printed herewith gives ants for visitors who bring the babies but a faint idea of its immensity.
along; firemen's, watchmen's, and policeNine hundred feet long-nearly men's headquarters; barber shop and sixth of a mile—two hundred and sev shoe shining parlor—these are among enty feet wide, nine stories above, and the things planned for in the main two under ground. Nearly 2,000,000 building. square feet, fifty acres, or fifteen city To facilitate the speedy handling of blocks under one roof. The Chicago mail matter, a branch of Chicago Postriver along one side of the building office, under the direction of a qualified with 900 feet of docks. Here stean postal clerk, will be located in the main boats and steam barges will transport building. All the express companies will merchandise to and from the freight have representatives and private offices houses of 24 railroads.
here; also the various telegraph comRailroad tracks from end to end of panies, while long-distance telephone the mammoth structure, enabling 50 with its large switchboard and several freight cars to load and unload under operators, will enable the firm to talk
to New York, New Orleans, Winnipeg, The subway electrical freight trains or Los Angeles with equal facility. will pass under the building, connected Electric lighting, heating, power and by large freight elevators, carrying ventilating plants, and a system of waterfreight to and from each of the nine works and fire protection will complete floors. These tunnel trains will trans
the plan. port goods with great speed to freight The new building will be constructed and express depots and offices through- entirely of steel and concrete, absolutely out the city.
fire-proof; rather plain, without any Many sets of automatic conveyors will frills, but massive, substantial, and concarry into the building, boxes and pack venient for its purpose. ages of all kinds from the platforms, This stupendous enterprise, of which where freight trains and boats unload Chicago is justly proud, is an outgrowth goods. Other conveyors, inside the of the increasing demands of the Ameribuilding, will transport the goods to can farmer, and the genius of two Clithe various departments on the nine cago men, Montgomery Ward, and floors. Eight large steel-tube spiral George R. Thorne, who created the slides, from basement to top floor in catalogue mail-order business, by invarious parts of the building, receive telligent, honest merchandising and, and convey goods to be shipped out from ADVERTISING.
Death of a Pioneer Mail Order Advertiser
At West Grove, Pennsylvania, in the sev- largely instrumental in organizing the Mail enty-second year of his age, Alfred F. Conard, Order business in flowering plants, which soon President of the Conard & Jones Company, extended all over the United States and to forpassed away early in the morning of the 15th eign countries, establishing a remarkable repuinst., after having suffered a very short illness tation for West Grove Roses. of acute pneumonia. Although far advanced About 1892 Mr. Conard became separated in years, Mr. Conard up to the very last day from the Dingee & Conard Co. and estabof his life continued to take an active interest lished a new business in his own name, and in the affairs of the business of which he was later, in 1897 associating himself with S. MorPresident, having spent considerable time at ris Jones, a prominent business man of West his desk the day before his death. Among Grove and with Antoine Wintzer, who had the men who have
already made his repbeen most prominent
utation as one of the in the Floral business
most successful propand especially the
agators of roses in growing of Roses
the country and who during the past fifty
had worked with Mr. years, few, perhaps,
Conard ever since his have been more con
start in the business, spicuous or have done
organized the Conard more for the develop
& Jones Co. While ment of the Mail
it was constantly the Order business in the
aim of this firm to Floral line.
build up a reputation Mr. Conard was a
for first-class stock in descendant of Dennis
all kinds of ornamen. Conard (or Kunard,
tal flowers and shrubas the name
bery, Roses have althen,) a German, who
ways held first place was one of the first
and since the incorsettlers of German
poration of this comtown, now a suburb
pany have been grown of Philadelphia, in
in large and 1683. Alfred was
stantly increasing the of Thomas
quantities. and Rebecca Shoe
Mr. Conard twice maker Conard and
traveled abroad visitobtained his early ed
ing prominent Rose ucation in his father's
growers of other counschool at West Grove
tries, especially in the and at Westtown
interests of his busiFriends Boarding
ness. He was a man School.
of very retiring naAfter having been
ture and for
that associated with Thom
reason not so promias Harvey in the
nent in the trade gennursery business and
erally as his long exhaving
ALFRED F. CONARD. acquired a
perience and extenthorough knowledge
sive knowledge of the of his vocation, Mr.
floral business would Conard formed thc
have warranted. He firm of Conard &
was scholarly in his Brother, but later entered into partnership with tastes, methodical and precise in his habits, Charles Dingee under the firm name of Dingee well-read, and well-informed, “a gentleman of & Conard. The business formed at that time the old school.” He was particularly able and was largely in the general nursery line and proficient in those qualities which go to make employed agents. There were but two green- up a successful Mail Order salesman. In comhouses in use and the establishment was known piling Catalogues, his work was most accurate as the "Harmony Grove Nursery."
and thorough, and he was the first advertiser About the year 1867 the firm began more in any line of business to enter into a contract extensively the propagation of Roses, Antoine
(with any of the large advertising concerns in Wintzer having been secured as propagator,
the country) to place the business on a perand by a method then entirely new they began
centage basis, a plan that has now been almost
universally adopted. to grow Roses in constantly increasing quanti. Mr. Conard has been for many years a dities. At this time Mr. Conard compiled the rector of the National Bank of West Grove, first Mail Order Catalogue to sell Roses and and interested in other organizations of a more was really the pioneer in this line, having been or less prominent nature.
The Breeder's Gazette
A $2.00 weekly journal
Rate 35 Cents
Discounts on largeorders.
Sanders Publishing Co., 358 Dearborn St., Chicago