CHOCOLATE

TRADE-MARK

Imitated

A recent letter in commen-
dation of Walter Baker &
Co.'s chocolate, from one
who has used it for many
years, calls attention to the
significant fact that it is
the only chocolate imitated.

Inferior goods are being put upon the market in wrappers
and labels closely imitating ours in color and style of
printing, for the sole purpose of misleading purchasers.

Pending proceedings in the Courts to protect our interests and the interests of those who want our goods, we urge all purchasers to examine carefully every package they receive and make sure that it bears our trade-mark and our full name and place of business.

WALTER BAKER & Co., Ltd.

45 Highest Awards in

Europe and America

DORCHESTER, MASS.

ESTABLISHED 1780

My Dear Sir:

I manufacture every cigar that I sell, consequently know exactly what is in

(And this is addressed to the gentle- them. man who is now reading it.)

A man who is an acknowledged authority in the cigar business, recently said to a friend of mine: "Shivers' Panatela Cigar is a good cigar-better than I expected, and for the life of me I don't see how it can be sold for the money." I will tell him, as there are no secrets in my business.

Re-orders My cigars have to sell themselves. They are good enough to cause men, in constantly increasing numbers, to re-order them of their own. volition, and they do.

As an instance: One firm in New York has bought from me during the past two years an average of over one thousand cigars per month for their own and their employees' smoking. The office of this firm, by the way, is within three minutes' walk of three of the best retail cigar stores in the world.

If I had to hunt up a new customer every time I make a sale it would put me out of business in a month, but reorders, not once, but repeatedly, I must have and do receive in continually growing volume.

The result is I have built up a con

I do not retail cigars nor send sample lots. It costs more to do so than to ship the original package, and in addition, one or two cigars is not a real test. Moreover, I might be charged with sending samples better than the goods prove to be. I ask smokers to give the actual cigars a fair trial, and if they are not pleased, to return the remainder. I can afford to take back a few cigars. I cannot afford to have any one displeased.

My theory at the start was that most men know and appreciate cigar values, and that they would sufficiently appreciate the difference between retail and wholesale cigar prices to go to the trouble of ordering cigars from me could I once induce them to give the cigars a fair trial. To get them tried to get you to try them is why I make my offer so broad and so liberal. What risk can you assume, provided, of course, that $5.00 per hundred is not more than you care to pay?

My factory is close to the business center of the third largest city in the United States. It is open to my customers and friends.

stantly increasing patronage. Incident- My Offer is: I will, upon re

ally I have sufficient standing orders for cigars, to be shipped on stated days of the month as they come around, to keep a small factory busy.

Every cigar that I make is sold direct. to the consumer in lots of a hundred or more at wholesale prices (there are no discounts to dealers or clubs, nor for any quantity), and is shipped from the factory in the best of condition without any rehandling.

quest, send one

hundred Shivers' Panatela Cigars on approval to a reader of The Outlook, express prepaid. He may smoke ten cigars and

return the remaining ninety at my expense, if he is not pleased with them; if he is pleased, and keeps them, he agrees to remit the price, $5.00, within ten days.

In ordering, please use business letterhead, or enclose business card, and state whether mild, medium, or strong cigars are desired.

Write me if you smoke.

HERBERT D. SHIVERS, 913 Filbert Street, Philadelphia, Pa.

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