Jasper County Democrat, Volume 15, Number 11, Rensselaer, Jasper County, 11 May 1912 — WROTE HIS “AD” IN FROST [ARTICLE]

WROTE HIS “AD” IN FROST

Chicago Merchant Overcame Handicap of Ice Glazed Show Windows. f There is one merchant In Chicago who possesses the faculty of turning defeat into victory. His opportunity came during the most recent zero spell, when frost coated most of the store Windows so thickly that it was Impossible for persons on the sidewalk to see the display of goods or to make out the lettering on the windows. For a while it seemed to this merchant that the only thing to do was to buttonhole the passers-by and lead them into his shop. It was too cold to consider such a step, however, so he set himself to thinking and at last worked out a plan that gave him a distinct advantage over his neighbors., • His idea was to let Jack Frost work for him instead of against him. His conciliatory attitude soon won that careless artist over. In the first place the merchant let the frost gather in a thick crust on the panes. Then taking a brush dipped in hot water he applied it to his temporary canvas and dashed off some clever “copy” that was easily visible from without This required slight retouching from time to time, but there was plenty of frost for the background and plenty of hot water. To a: person walking along the street the other windows presented a solid opaque front by no means alluring When, however, his eye fell upon the dashing frost written window "ad" announcing a reduction of $1.50 shirts to $1.38 ancj an overwhelming chopping off in the price of ear caps and mufflers, he was moved to go in and invest.