. Electric railway journal . pose of old or slow-moving stocks, 986 Electric Railway Journal Vol. 58, No. 23 create a temporary increase of receipts, bring peopleto your place of business, and advertise. If a streetrailway could put on a special sale, it could not dis-pose of any old stock; it might, however, create a tem-porary increase of receipts, it might bring people toits place of business, and it would advertise itself. Ifspecial sales are conducted at a loss on the particulararticles on sale, which loss is made up by sales of otherarticles, how would a street railway make up the losses
. Electric railway journal . pose of old or slow-moving stocks, 986 Electric Railway Journal Vol. 58, No. 23 create a temporary increase of receipts, bring peopleto your place of business, and advertise. If a streetrailway could put on a special sale, it could not dis-pose of any old stock; it might, however, create a tem-porary increase of receipts, it might bring people toits place of business, and it would advertise itself. Ifspecial sales are conducted at a loss on the particulararticles on sale, which loss is made up by sales of otherarticles, how would a street railway make up the losseson bargain sales? Did you ever hear of Uncle Samhaving a bargain sale on stamps? Or the Standard OilCompany on gasoline? Or the United States SteelCorporation on rails? Or Armour & Company onbacon? Or Ford on Lizzies? The only special sale possible for a street railwayis one that decreases the cost per ride but increasesthe cost per month or year. It must be somethingthat will fool the buyer or stimulate him to increased. Our Service Will Do What Ant Amount of Advertising WillAdvertising in the World Will Not Be EffectualOur Service Sustains the Advertising use of service. Along these lines are quantity salesof tickets and tokens, excursions, commutation tickets,and the unlimited-rides cards or passes. Advantageous locations are hardly in point, sincechanging locations is practically impossible; and, any-way, the locations are nearly always the best. Thebusiness itself has made the location good. The near-est practical approach to this factor is car rerouting. The salespeople of a street railway are admittedly itsplatform men. Now practically what can the conductoror motorman do to sell rides? He cant go out on thestreet and solicit business. He cant make a house-to-house canvass. He never has a chance to use salesarguments. His first point of contact with the cus-tomer is after the latter has been sold. He isnt asalesman; he is a collector who makes delivery of thearticle as s
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