File:Days and ways in old Boston (1915) (14803049873).jpg

Identifier: dayswaysinoldbos00ross_0 (find matches)
Title: Days and ways in old Boston
Year: 1915 (1910s)
Authors: Rossiter, William Sidney, 1861-1929
Subjects:
Publisher: Boston : R. H. Stearns and company
Contributing Library: Boston Public Library
Digitizing Sponsor: Boston Public Library

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cognize the advantage of continual advertising.Once the movement was started, dry goods adver-80 Advertising in 1 84 7-1 9 1 4 tisements grew rapidly, both in frequency andsize. In 1894 one of the Boston stores published inthe Herald an advertisement a whole page wideand a half page deep for a week at a time. Bythe end of the century the department stores hadgrown to be the largest class of advertisers. The greatest change of all in advertising, how-ever, came with the turn of the century. Wholepage advertisements appeared with frequency.Great improvement in illustrating methods madeit possible to insert half-tone cuts in advertise-ments. Huge financial announcements came, instep with the consolidations of the first years ofthe new century. Industrial expansion wasaccompanied by advertising expansion. As storesdoubled their size, they doubled their advertise-ments. And for all, advertising has proved, moretruly than it ever was of speculation or com-petition, the life of trade.,, 6 81
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BOSTON AS A SHOPPING CITY By Heloisb E. Herset Civilized woman shops as naturally as shebreathes. The Indian squaw grasps withoutdiscrimination whatever she can get, and delightsin beads or blankets, hats or shoes with a completedisregard of the adaptability of each to her need.The first symptom of advance in the scale of livingmay be seen when she begins to choose and select,—to weigh advantage against price, to comparecolor and fabric, and to match both to her com-plexion and figure. The clerk on one side of thecounter and the customer on the other write thehistory of society in the nations, whether the saletakes place in an Eastern bazaar with its dark-skinned merchant, its heavy perfumes, its long-drawn-out bargaining, and its final transfer of richsilk or precious stone, or whether it is made in thewell-ordered, brilliantly lighted, highly organizedAmerican store, with its army of clerks trainedto forestall the customers desire, its mechanicaldevices to save the customers time

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