In addition to window display, newspaper and magazine announcements, it is the concern of the advertising department to provide the store with its sign cards and special-price tickets. These are all a part of the big problem of letting the public know about Macy goods. Yet above and beyond all of these things, the store's supreme advertisement, if you please, is the establishment itself, the service that it strives so sincerely to give. To use the current phrase of expert publicity men, the store, its salespeople and its prices must _sell_ Macy's to the outside world. Outside advertising is but supplementary to this; but a single horse in a team of four. With this fact firmly fixed in your mind, consider next the unbending problem of making the salesforce into a genuine salesforce; one that constantly and continually backs up the force of the printed advertisement by the skill of its real salesmanship. When we come in another chapter to consider the Macy family as a whole we shall see in some detail its remarkable educational and training opportunities. These have been brought to bear directly upon the creation, not only of thoroughness and accuracy on the part of the clerk, but for courtesy and persuasiveness and enthusiasm as well--the things that make the structure of morale; that quality that we first began to know and to understand as such in the days of the Great War. "If you are playing a game, such as tennis, or bridge, or baseball or what-not," said one of the department managers to his sales staff but a few mornings ago, "you are out to beat your best friend; if you can, do it fairly and squarely, otherwise never. The enjoyment you derive from a game depends on the spirit with which you play it. When you begin to regard business in a similar light, playing it as a game in a sportsmanlike manner, then you will begin to get fun out of it--you will begin to make progress." After the preliminary training which every salesclerk receives, he or she is assigned to a department. Thenceforward a good deal depends on personal initiative; for in dealing with customers no small part of the store's reputation for efficiency and courtesy depends upon the individual clerk. A salesperson may become not only a distinct asset to the house, but may develop a personal clientele through especially intelligent and courteous attention to the customers' wishes. And this, owing to the system of allowing a bonus on sales above a certain fixed quota, and a commission on sales up to that quota, may make it financially very much worth while to him or her.