“You sometimes hear people say that when articles are so much advertised the consumer must pay the price of the advertising. This is ridiculous. My cousin, Wilbur Stanley, who is an expert in such matters, says that it has been proved over and over again that advertised goods cost less than the unadvertised goods, because the selling expense of unadvertised goods per unit is higher than the selling expense of advertised goods; because advertising increases the sales so much more than they can be increased by any other method of selling that the cost of advertising in reality pays for itself by the economies it effects. “As for gloves, hosiery, underwear, sheeting, pillow casing, etc., we can buy them labeled or unlabeled, just as we choose to give time and thought to our shopping. “Substitutes are seldom if ever as good as the trade-marked, advertised brands. When you buy reliable branded goods, you are guaranteed satisfaction. Many substitutes that are offered the purchaser as ‘just as good’ do not carry any manufacturer’s label, so if you do not like the goods, there is no known person from whom you can demand satisfaction. If you do like the goods you have no way of knowing how to reorder and be sure of getting the same quality. Goods that do not carry the name of a reputable manufacturer are often ‘seconds’ gathered from various sources by jobbers. They have no steady dependable quality, since no one person or firm is responsible for them.” “An interesting report,” said Mr. Norton, “and it reminds me of a little experience which bears out your theory. I lost my fountain pen last week, picked up an unknown make at a shop in our arcade, and promptly soaked one of my pockets with ink. When I stopped in with my complaint, there was nothing doing. The pen carried no guarantee. Two dollars wasted!” “And now,” said Mrs. Larry, “for the summing up of our experiences. Thrift for the home-maker to-day means, first, knowing how to buy, and then how to utilize to best advantage what she has bought. In our grandmother’s day the housewife was not a purchaser. Her husband raised and supplied what was needed for the family; her economy consisted of using the supplies to best advantage. To-day she spends the family income and kitchen economy is without value unless she knows her market. “I would, therefore, say that the housewife must know food and fabric values--what goes farthest in the home. Second, knowing these values, she must seek the markets where they are offered at the lowest figure. She will make her biggest saving in cooperative buying. I believe that in time every community will have its association like the Housewives’ League of New York, and the National Housewives’ Cooperative League in Cincinnati, or its cooperative store, such as we saw in Montclair, New Jersey. This will save on groceries alone at least ten per cent.