Tf UNIVERSITY OF CALIFORNIA AT LOS ANGELES COMPLIMENT'S OF TH El EDITOR REPORT OF NEW BUSINESS METHODS TO THE AMERICAN GAS INSTITUTE AT THE FIRST MEETING HELD AT CHICAGO, ILL OCTOBER 17th, 18th, 19th. 1906 CANTWELL PRINTING COMPANY PRINTERS AND BINDERS MADISON, WIS. 7 SI. 3 (EotttetttH en r PART ONE PART Two PART THREE PART FOUR PART FIVE PART Six PART SEVEN PART EIGHT " . . . . . Editorials .... Methods Newspaper Advertising Mail and Miscellaneous Advertising . , , . . . Coke Demonstrations Salesrooms . Examples of Good Advertising S28245 K tt t r b r 1 r O M^ American Gas Institute: GENTLEMEN: This report of New Business Methods is the product of several hundred gentlemen who are actively engaged or interested in the promotion of Gas Sales. While there is a diversity of opinions it must be remembered that the field is universal and the conditions varied. The contributors have presented their ideas with the intention of assisting others by methods wherein they have themselves been benefitted. The reproduction of advertising popularly used, suggests many new arguments, and the collection throughout points to great progress in methods of service. This plan of collecting ideas from many sources and publishing them in book form is immensely appreciated by Gas Companies. They who read this report may derive the benefit of the ingenuity and experience of the most progressive men in a progressive industry. Respectfully submitted, GEORGE WILLIAMS, Editor. New Business Methods Department, American Gas Institute. Veteran Operator and Financier. His liberal com- mercial policy has resulted in a remarkable growth of the many companies in which he is the controlling spirit. Part QDtt? Ottortal Part THE personal opinions of prominent men whose experience and suc- cesses are well known to all, is pleasant and profitable to read, ex- tending as the topics do over a field of very important subjects. That the editor is a literateur in no greater sense than one who sells coal a cook, is too often shown in the daily press, where frequently the individual who enjoys this title elaborates upon subjects he knows not of. In this section will be found, however, literary ability, honest opinion and wisdom combined written for no other motive than that admirable .one of benefiting others. NEW BUSINESS METHODS. 19 NEW BUSINESS DISCRIMINATION. By MR. H. C. ABELL. To go into the matter thoroughly would undoubtedly take more space than can be spared to any one individual, so I will merely touch on one important branch. A great deal can be said on the duties of the representative, his rela- tions to the company, the public and all co-employees of the company, his necessary knowledge of the business, in order to obtain the best re- sults in both increasing the earnings, assisting in checking, settling v.r stopping any unfavorable controversy or criticism, etc., besides various other divisions of the above, one of which I will touch on, that is, differentiating between profitable and unprofitable business. The first thing necessary, is to have as fair and equita- ble rates as possible, the management pre-determining the various selling prices, after analyzing out the output and fixed cost. It is then necessary for the representa- tive to familiarize himself with these prices, to have a fair knowledge, why there should be a difference; in other words, for the representative to be able to differentiate between rates to various customers, and to separate out profitable and unprofitable busi- ness of the company, it is necessary to know something of the fundamental principles which cause these differences of equitable rates to the various consumers, why some consumers cost the company so much more per unit sold than others. It is also necessary for the representative to know and believe that the rates are right. No partiality should be shown the va- rious consumers except in so far as they cost the company less money for current or gas sold to them, per unit. -Consumers using equal amounts of gas or electricity during the same hours of the day, and practically con- suming the same amount per year per 100 cubic feet of gas demanded, for any hour or per kilowatt demanded, should receive the same rate. The representative should know what is meant by output cost and fixed cost, what an increased lead factor to the total maximum demand means, both to the company and consumer, and why the company wants the maximum sales for appliances connected, either in incandescent lamp or gas range, and that by doubling the consumption upon any appliance already installed is much more preferable and profitable than to make a showing in appliances sold. The representative should also bear in mind net earnings per dollar invested. I could give various examples illustrating the above, but as I know that you have allotted only a small space to various contributors, I will con- clude. 20 AMERICAN GAS INSTITUTE. EFFECT OF GOOD SERVICE UPON GAS SALES. By MR. W. A. BAEHR. In response to a request from the editor of New Business Methods, Mr. George Williams, I will submit a few suggestions on the value of good service as an important factor in the promotion of gas sales. I do not desire to cover any portion of what might be usually under- . stood as "good service," except that pertaining to two divisions of the same namely, a uniform quality of gas, and a uniform pressure. V Uniform, Quality of Gas. Probably the average gas man does not realize the extent to which the quality of gas he furnishes fluctuates from hour to hour or even from minute to minute. Even though the gas manufactured be straight coal gas or straight water gas, there is more or less fluctuation taking place constantly. This fluctuation is prob- ably more pronounced where a mix- ture of coal gas and water gas or -where water gas alone is manufact- ured. Not only does the gas vary in can- dlepower and chemical composition, but mere important than this is the range in calorific value through which the gas passes. It is probably evident to all of us that the degree of satisfaction a con- sumer experiences with an appliance is in a large measure due to the uni- form quality of gas being furnished at the burners. Not only should the gas be uniformly low in impurities and in total sulphur, but its heating value should be kept as nearly constant during 24 hours as practicable. Pressure. It is probably true with the average solicitor that if he were asked what. OIK- item contributes more to the satisfactory performance of an appli- ance than any other, he would reply a constant pressure at the burner 24 hours a day. Such a pressure at the burner means, providing the quality of the gas is fairly uniform, practically the same flame size and practically the same NEW BUSINESS METHODS. 21 adjustment. It is difficult to conceive the satisfactory performance of any appliance if the pressure varies within wide limits during the time such an appliance is used, which may be at any time during the 24 hours as a rule. The ideal condition would probably be to have an au- tomatic pressure regulator placed just before each burner with plenty of pressure back of it, so that no matter whether one burner is burning or two, as for instance, on a range, the flame effect would be the same. In the ordinary gas distribution system the pressure in the mains, to start with, undergoes a wide variation. Secondly, there is more or less loss of pressure through the service, meter, and house piping, and this loss is a variable one, as the consumption increases or decreases. If all appliances could be adjusted so that the pressure would be abso- lutely uniform in any burner, and could be so maintained, the satisfactory use of such appliances would be so great that it would be a considerable aid in the promotion of gas sales. I will just add a word on the adjusting of appliances. Given a reason- able uniform quality of gas and a fairly uniform pressure in the main, it is then necessary to test each burner on each appliance by itself, and probably it is good practice to adjust these burners when all are in ac- tion. At best, under the ordinary conditions pertaining to the business today, the adjuster can only hope to strike a fair average condition. If adjusting is done by the very best class of help that is available and is conscientiously attended to, there will be a great deal less complaint on the part of the consumer. I hope these few words will help to emphasize the importance of a uni- form quality of gas and a uniform pressure at the burner of each appli- ance, together with proper adjustment, as a valuable aid in the promotion of gas sales. POLICY IN NEWSPAPER ADVERTISING. By MR. BEN ALTEN BLOCK. The newspaper does ,the thinking for a very large portion of its readers. It collects the facts, interprets them and the mentally in- dolent, knowing that they have nothing to gain or lose either way, accept the opinions expressed by the editor. Thus, if the newspaper feels kindly disposed toward a public utility corporation, either through per- sonal friendships or business policies, it forbears saying things which make trouble and even draws the fire from public agitators. 22 AMERICAN GAS INSTITUTE. All this is now self evident, but there was a time when the gas compa- nies neither contributed to nor made friendly overtures to the newspa- pers and that period is marked by a bitterness and hostility which made of gas companies a butt for ill-natured attacks and the recipient of un- reasoning prejudice. It was not that the newspapers wanted money from the gas company, necessarily, but they resented the arbitrary attitude of gas companies toward all alike, and con- cluded that "them as isn't fer us is agin us" so that they were the first to take up the cudgels. A little later gas advertising came in and the newspaper advertisement was tried for the purpose of introduc- ing gas-using appliances to the pub- lic. The public responded, while the newspaper changed its attitude and the gas companies saw the point. From that time on, placating the public has begun with placating the newspapers, until today there are cities, in which this policy has been systematically pursued, where the gas company actually has real good friends. Let us now look up some of the other public utilities, the street railway for example. They also have a practical monopoly and treat their pat- rons with as much lack of consideration as the eld-time gas companies did. The result is that no one has a kind word to say for the Urban Trolley Company. Led by the newspapers, which lose no opportunity to picture in carefully chcsen language the horrors of trolley accidents, the poor men electrocuted, the brawls on the cars, the legislative lobbying, etc., the people glory in getting ahead of the company in every conceiv- able way. Understand, it is not what the company does s-o much as it is what the newspapers says it does. Just as soon as trolley car companies begin to advertise and laud the beauties of the scenery alcng its line, its health-giving qualities, etc., in the local newspapers, all this will change. People will still jam into unsani- tary cars but they will look happy and rail at some other public service, such as the telephone, until they come to advertising. It is a condition there is no escaping from. It is with us every day working for or against us s we decide. It is not meant that newspapers should be bought off, for that is a two-edged sword that brings no good, but a little reciprocity, a little cordiality and courtesy will stave cff a lot rf trouble. So long as there is an abundance of prosperity such as we are now enjoying and being enjoyed by the public service utilities, so long at least should the newspaper receive its share of the good things going around. There is NEW BUSINESS METHODS. 23 no room in this country for the policy which has made the grand dukes of Russia notorious, and public service officials cannot therefore afford to be too arbitrary. The cue is to make friends of the newspapers and use the space you pay for to talk to patrons and those who may some day be patrons. Do not fill your space with platitudes, but talk reason, tell something that will interest the reader and make him write you or call at the gas office. The style should be good-humored but not frivolous and the notice should have something new to tell each time so that the reader will get into the habit of looking for these little messages every day and to wonder what will come next. I believe in illustrations and striking display, but always giving a clearly defined idea that the reader cannot escape from. News- paper space is often poorly utilized and where the manager cannot give sufficient time to preparing copy himself he should confine his time to local items and buy the general advertising matter already prepared; he will save money by so doing. Ad-writing and ad-illustrating is a spe- cialty and a gas manager has work laid out for him that pays better than puzzling over what a specialist knows how to do. From my observation and experience I do not hesitate to say that newspaper advertising is positively a necessity. It is not a subject for debate even. But, the advertiser must put seme thought into his work, see clearly just what he is doing it for, what the next move will be, etc., in order that the space and effort will not be lost through delay in fol- lowing it up. On one side he must see that the newspaper works for and not against him : on the other, that his solicitors are getting the business. Does newspaper advertising pay? Try it once and see! GETTING BUSINESS AND HOLDING IT. By MR. S. C. BBATTON. Some years ago (not very many) gas men thought to operate a gas plant successfully all they had to do w r as to know how to make gas. They seemed to think that if they put the mains in the ground, made the gas, and put it in the holder, that the people would come flocking to the office to make application for gas, and all they had to do was to sit back and take in the money. We will admit that a few would come, but to get the volume of business that makes a gas plant a success, by increasing your consumption per mile of main, you must go out after it. If you hove the advertising matter mail it out. Do that as often as once a month. But don't depend on that alone to bring in the business for if you do, "you are going to get left." 24 AMERICAN GAS INSTITUTE. I find that the best results come from personal contact. Get good solicitors ; and I want to state here they are hard to find. Solicitors are bcrn, not made. What is almost essential to the success of a gas plant is the confidence of the people, and the quickest way to obtain that is by personal contact and prompt attention ; and this is where the solicitor and the complaint department comes in. A good solicitor must know how to meet people and make friends, and keep them your friends by using them right. Never misrepresent any- thing. Don't tell a prospective customer that her bill will be 50 cents when you know it will be $2.00 or $3.00 per month, in order to make a sale, for consumers gotten that way won't last. In other words, you lose the consumer, also their confidence; and there never was a person but what has some, influence over some one; so value their friendship. A solicitor should be able to expatiate on the convenience of gas; also the cost of using compared with other fuel, not forgetting that con- venience is worth something when you figure cost. If the prospective customer has a hard luck story she wants to tell you in order for you to understand why she can't use gas listen to her, and if she wants sym- pathy, give her all you have, and you will soon have the order in your pocket; for, if you can make them see as you do, they can always get enough money for the first payment. Sell your gas ranges at cost connected. It is the gas you want to imike the money on. So many managers think that as soon as they get gas in- stalled for cooking that they have finished with that party, with the ex- ception of collecting the bills. That is where they make a mistake. Also. if said party does not know how to operate a gas range economically (and uses old coal range methods), and their first month's gas bill is double what they expected it to be, you Icse a consumer or else she keeps the range for emergencies. The consumer would like to use the range three times a day for all pur- poses, and that is what the gas company wants her to do. In order to do that, you must teach her how to operate the range in the most economi- cal way. In other words, teach her how to get results on the least amount of gas. I find that if the gas company would have some lady or ladies to follow up all new sales and explain the economical uses of gas for cooking, and get them started out right, they would have very few complaints on large bills. Attend to complaints promptly, for when they want to burn gas and the pipe is full of water and they have a house full of company for sup- per; that gives them the best argument in the world for not using gas exclusively, and one that is hard to overcome. If you have a gruff com- plaint clerk, put him in some other department and get one that knows how to smile and does not lose his temper and has the knack of making things smooth, one that can send a "kicker" away with a good opinion of the company instead of your enemy. These kind of men are scarce and come high, but he is the man you need. NEW BUSINESS METHODS. 25 What a gas company wants is to satisfy. A satisfied consumer is the best advertisement a gas company can have. If you have any "chronic" kickers either satisfy them or get rid of them. One dissatisfied con- sumer can do more harm than six solicitors can do goad in the same length of time. Get the people's confidence by being attentive to their wants, make them feel that instead of your wanting to "rob" them, as the majority think, that you w r ant them satisfied. Even if they don't use one-half the gas they previously did, give them a good article of gas. Let every customer be an advertisement for you, and your business is bound to increase and you will have no trouble in holding it. THE GENERAL MANAGER. By MR. G. W. CLABAUGH. So much has been said and written upon this subject that I feel some trepidation in entering the field of discussion, but it is a subject of such importance and unlimited in its scope that if I make but one suggestion that will set others to thinking, I will feel repaid for my efforts. The general manager's position is one that is so often a misnomer, he being no more than the automaton mouthpiece for others in authority and consequently criticised for his management of a business over which he has had no control. Every organ- ization to have weight and strength in the community in which it does busi- ness should be represented by a man in whom the stockholders and direct- ors of his company have implicit con- fidence and to whom they are willing to entrust the management of their business (of course subject to their policies). A man so fortified soon gains the respect and regard of his customers, giving him a solid founda- tion to upbuild his future business. The general manager should understand the full details of his business, not that he will have to attend to such work, but in order that he will be enabled to handle intelligently such matters when brought to his atten- tion. He should be a man to whom the poorest and lowliest of his cus- tomers could approach and have a hearing. His office door should be open to all and he should be willing to listen to any suggestions that may 26 AMERICAN GAS INSTITUTE. come from his force of employees, for many times the office boy conceives an idea that, if carried out, would be to the saving and advancement of the business. I have no use for the man who shuts himself up in his office and refers all matters to his assistants. How many disgruntled consumers have been appeased and become friends of a gas company who have talked their troubles over with the "Manager," and I would say right here that a satisfied customer is the best solicitor a gas company can have. There is no advertisement which pays so well. An experienced manager will choose competent employees and have no others; he w r ill see that every detail of his business is well managed, for we know that the weakest link is but the strength of the chain and an incompetent man in any position may be the cause .of a decline in your output or the subject of a severe monetary loss. The general manager should be exactly what the name implies an overseer of all parts of his business. Every head of a department should report to him and he should decide all matters that come before him. His duties will necessarily bring him in close touch with state and municipal politics and he should be ever on the alert that unjust legislation to his company is not enacted, but this is a subject that is not well to discuss here. It may be said that the foregoing has nothing to do with new business methods. My only reply is that, from the management of plants which have come under my observation have led me to believe that the antiquated ideas of a general manager are still maintained and he is but a figurehead. Give him the reins and if he is a man with any force and character he will be the strongest factor in the increased business that will surely come to his company. In a word let the general manager be alone accountable to his directors and stock- holders for all the details of his management. THE FOLLOW UP SYSTEM OF LETTERS. By MR. JOHN C. D. CLARK. Pre-eminently and without a doubt, the greatest advantage that a fol- low-up system of letters has over any other method of solicitation is the fact that at slight expense and with only a few exceptional cases, a letter gains an immediate audience with the prospect with whom an interview is desired. The degree of success obtained from this "salesmanship-on- NEW BUSINESS METHODS. paper" depends entirely upon the ability of the author of these letters to keep this one point foremost in his mind : ' ' This is my interview. ' ' It can easily be seen that if this point is made the basis of all letters of solicitation, it prohibits the possi- bility of the author beginning his let- ters with just mild platitudes or of wandering, through a maze of gen- eral information. Since this letter is an interview it should bear all the earmarks of scientific salesmanship. Kemember, you are "talking" to a busy man don't be afraid to show your samples; don't carry the idea you cnly wish to interest him in the first letter you want an order which cannot be had by concluding your letter with the customary re- marks which lack the pull necessary to secure, if not an immediate order, at least a desire on the part of the prospect for additional information for another "interview" thus paving the way for letters which are to follow. No mental law works more surely than that of suggestion : It is only necessary to say "It's hot" a few times to begin to suffer with the heat. In a campaign of a follcw-up system of letters, particularly in the gas field, it is made difficult owing to the fact that there is just the one com- modity "gas" and that this commodity is usually held as second in im- portance to coal as a fuel by the public generally. It is far better in the arguments, used in letters, in favor of gas, to allow gas to stand on its own merits rather than attempt a sale by a denunciation of the other fuels. The prospect evidently used his own judgment when he installed his present system and he becomes antagonistic rather than receptive. Arguments of this nature appear to him as "sassy," no matter how clever. They make the second cr third letter convey the impression of "nagging," which is to be avoided. With the attention riveted on these two factors (the letter being in reality an interview, and an absence of the impression'of nagging) , there is no better method that can be employed in getting new business than a follow-up system. Here is a method, when properly supervised, which produces greater results at a lesser cost than any which may be employed. While the or- dinary solicitor may be reaching fifteen or twenty prospective customers in a single day. the letter system reaches hundreds, actually reaches them 28 AMERICAN GAS INSTITUTE. when a personal interview would be denied owing to a "press of busi- ness." The letter not only secures an immediate interview, but it gets right down to business. There is the opportunity to take advantage of existing local conditions, as a rise in the price of fuel or extremely hot weather or sudden changes in the atmospheric conditions. This feature is best appreciated when it is considered that it is almcst impossible to take advantage of these condi- tions in any other way. To take advantage of local conditions through printed matter or newspaper publicity, it is readily seen that newspaper ads, when covering these points, lose their intrinsic value immediately on a resumption of normal conditions. There is the opportunity in letters of presenting, tersely, the best points in an appliance and where these points are presented so clearly as to leave a desire for additional information, a second and third letter is very likely to result in the desired sale. The follow-up system offers an exceptional opportunity in the distribu- tion of leaflets ; in fact, the latter has much to do with the ' ' pull ' ' in the letter. It relieves the letter of the necessity of going into minute details which unnecessarily lengthens a letter. It leaves the letter to create the desire; the leaflet to thoroughly explain and to close the sale. It is the conjunction between leaflet and letter which constitutes these selling agencies when followed systematically and at properly spaced intervals. It is plain, however, that in any system of letters the essential feature is to find the prospect ; in other words, to locate the points where various appliances may be placed. This data is best obtained through women in- structors who note an absence of various appliances in their daily reports. Inspectors and meter readers as well as canvassers turning in similar reports. There is also access to the ledgers for additional information. This information, when properly indexed, is easily handled, and when the letter is given the right ring it will, with the aid of the enclosed litera- ture, go on selling gas appliances every day to men who seldom consider the subject of household economics. The truth of this assertion is found in the fact that on one occasion on a specially prepared list, the net re- sults showed sixty per cent sales. The talks in these letters, of course, are concise, hit at the right time through proper spacing and coincide with the other advertising and pub- licity in general. NEW BUSINESS METHODS. 29 METHODS IN NEW YORK. By MR. W. J. CLARK. If asked to name what I considered to be one of the most, if not the most, potent factor in building up the gas output in our district, I would say the gas range rental system. Perhaps its advantages would not be so apparent in small places where the installation and maintenance charges would run comparatively higher than in thickly settled districts, but for large cities, where many of the people are flat dwellers, it can be made very profitable, and effectively carries out the scheme of getting the appli- 911 ance in operation at the least possible cost to the consumer. A systematic canvass is made of all new buildings. A special man is kept at the real estate records and all pro- jected buildings come directly under his supervision. The builder, owner, or agent is followed up and the ad- vantages of the rental system ex- plained. A blanket lease is taken cov- ering the entire range equipment for the building or block of buildings, covering ten to one hundred or more ranges. The ranges are installed as soon as the buildings are ready. The hauling to the building is done by the company, the connecting is done by the builder, under the company's inspection and approval. The installation costs are kept at the minimum by handling the entire equipment at one time and the initial outlay to the owner is so low as to preclude the installation of a coal equipment. As soon as tenants take possession, our corps of women demonstrators visit the apartments, look after the final adjustments fcr efficiency, in- struct in the careful and intelligent use of the appliance and leave meter reading cards (carrying moveable metal hands) and on the back of which are ruled spaces for recording meter readings, and consumers are im- pressed with the importance of watching the gas consumption. The rental plant is visited periodically by the women demonstrators and any inefficiency which they cannot remedy is reported to our shops, and the regular stove mechanics take it up. This insures to us that the new business we get stays on the books. These visits of our inspectors keep us in touch with our consumers and promote good feeling. Our general canvass is done by a regular corps of salaried canvassers, who are also paid a commission on all appliances which they are instru- mental in having installed. Attractive post-cards, cuts, folders, booklets, 30 AMERICAN GAS INSTITUTE. etc., are freely distributed by these men, and these cards which come to us through the mail for "call backs" are distributed to the men each morning, they being identified by a rubber stamp carrying canvasser's name. One of the best of our advertising schemes is the publication of our monthly (24 page) booklet, "Gas Logic," which is gotten up in artistic style, carries entertaining and instructive reading matter, a department devoted to hcme making, a query and answer page, and short educational editorials. The demand for this book is growing fast, and we have a large mailing list. We consider bill board work to be a most effective medium for adver- tising, at certain seasons of the year, and are careful to place it well on thoroughfares and at "open car" seasons. Pictorial work, with very lit- tle, but telling text is what is most effective. I think it is being borne in upon all gas men that they must canvass for the smaller unit. With this in view, we have made an energetic can- vass for the prepayment meter trade, and have installed over one hun- dred thousand cri Manhattan Island. The class of consumer using the prepayment meter uses more gas for fuel pro rata than the larger gas user. In our early canvass we found that we had a very inviting field for a hot plate trade. The convenience of the fuel appealed to the me- chanic and worker who must get out early and get his own breakfast. All the annoyances of the coal fire were eliminated and his hours of morn- ing rest materially lengthened, and as a matter of economy it also ap- peals strongly. We find that the fiat flame burners with which the cheaper tenements are equipped, and which are installed by the contracting gas fitter are, as a rule, put on without any attempt at meeting local conditions of pres- sure, elevation, etc. Consequently in advocating the displacement of a tip using from 12 to 14 feet of gas per hour by an incandescent lamp using say 3 to 3i/> feet per hour, we can, without materially increasing the gas bill, do a lot of hot plate work, and as a rule the workingman, the' year through, gets his breakfast en one of these convenient appliances. So great has become the demand for gas fuel facilities in these cheaper dwellings that it is difficult to rent rooms in which they have not been provided. As to method for getting new business, whatever it is and to which loca- tion best adapted is largely a matter of the intelligent judgment of the man on the ground. A good motto is: "Whatever your scheme, keep everlastingly at it with intelligence, energy and enthusiasm." Put your goods attractively before the public. Don't allow your salesmen or can- vassers to misrepresent the capacity or quality of the appliances, and after they are installed watch their efficiencies. NEW BUSINESS METHODS. 31 GAS ADVERTISING. By MB. JOHN CORSCOT. All advertising (like all whiskey) is good, but some metods of adver- tising, like the whiskey, are better than others. As to methods of advertising, the newspaper has my preference as a means of bringing and keeping the gas and electric business before the people. Anyone undertaking a journey appeals to the time table to see when the trains start and users of our commodity, present and prospective, look in the newspaper advertisement for what is new and useful in our line. Newspaper advertising to be ef- fective should be often changed and have at times embodied in it accounts of what at the time is occupying the minds of the community, interspersed with what you wish to get before the people. A humorous account of some- thing of recent occurrence which in- terests everybody and where you can work in the fact that gas is the only fuel, would not be wholly out of or- der. In shcrt, always try to make your advertisements so interesting that people will look for and read them, and this is not the work of a novice but requires the b'est talent if not genius. Next to newspaper advertising, the well gotten up and tasty circular mailed to the individual address of those you wish to reach, is most ef- fective, and far preferable to the "dodger," which, if not carried away by the wind, is generally consigned to the waste basket or rubbish pile. The hotel register, church fair and theater program and business card methods of advertising, while beneficial, are like the souvenir methods of keeping your wares before the public, mainly useful in that you keep in touch with the people and cultivate friendly relations, a feature of ad- vertising . not to be despised. In conclusion, advertise and keep everlastingly at it. While you may not see your business grow, it will, like the seed that is sown, bear fruit in due season, and you will reap if you faint not. AMERICAN GAS INSTITUTE. ON THE QUESTION OF SECURING THE CO-OPERATION OF DEALERS IN THE PLACING OF GAS RANGES AND OTHER APPLIANCES. By MR. PAUL DOTY. This subject is one of special interest in the development of the com- mercial possibilities cf gas companies. There has been of late an increas- ing sentiment in favor of securing the co-operation of the manufacturers and dealers in the placing of gas ranges and other appliances. The ar- guments in favor of an endeavor to secure this co-operation are many. Naturally the manager, charged as he is with the responsibility of the devel- opment of the earning capacity of the property entrusted to him, will be guilty of negligence if he does not avail himself of every means at his command to secure the desired devel- opment. Personally my experience does not go back a hundred years to the days of the introduction of the use of gas for lighting, so I cannot tell whether the managers of those days undertook the sale of lighting fixtures and the piping of houses to encourage the introduction and use of gas, but I think they did, for self- interest probably demanded it. Later with the educated consumer and the growth of the fashion to use gas for lighting, the business of selling fixtures passed into the hands of the dealers and gas fitters, and the gas manager satisfied his ambitions with the problems of manufacture and distribution. The discovery was probably made at this time that "the dividends were made in the retort house." The man who made the dis- covery would probably be out of date as a manager today, for dividends now depend upon increased sales, and the value of the plant goes hand in hand with the earning capacity. As it was with gas for lighting, so it is with gas for fuel. Self-interest demanded that gas companies undertake the introduction of appliances to use gas for fuel, and so gas companies embarked upon their sale. My memory does go back to the time when gas fuel appliances were a nov- elty, and the sales of gas for fuel purposes were but a few per cent of the total sales. This was the time when the gas man had two days strongly marked in his yearly calendar Christmas Eve and Fourth of July. The ratio of Christmas Eve output to Fourth of July output was as 4 is to 1, and the yearly output was 150 times the maximum 24 hours output. To- day with the development of the fuel business and the (votiomics of the use of gas for lighting by the introduction of the Welsbach mantle, it is NEW BUSINESS METHODS. 33 no uncommon condition to find the ratio of the output for a day in win- ter to a day in summer to be as 1.5 is to 1, and the yearly output is 250 times the maximum 24 hours output. These changed conditions are due to the new business management of gas companies and the already many sided gas engineer has added a new business side to his development. The engineer will take up the study of the new business problem as he will take up the study of a machine. His object will be to increase the efficiency of his machine or his system, and to increase the useful work. He knows that the useful work of a machine is that which is performed in effecting the purpose for which the machine is designed. He knows the lost work is that which is performed in producing effects foreign to that purpose. '.The resistances overcome in performing these two kinds of Avork are respectively useful resistance and prejudicial resistance. He knows the useful work and the lost work of a machine together make up its total or gross work. Not to carry the simile further, I Avill simply say the useful resistance is the resistance of the consumer to accept the use of a gas appliance, and the prejudicial resistance we may consider to foe the effort of the dealer to push the sale of gasoline or other com- pettitive fuel appliances. The less the prejudicial resistance the greater the efficiency of our machine. In Grand Eapids I adopted a plan of enlisting the services of the deal- ers in ranges by the payment of a bonus or commission on ranges sold. I encouraged each dealer to take up and push one line of ranges. One dealer Avould handle Detroit JeAvel ranges exclusively, another the Reli- able line, another the New Process line, another the Clark line, and so ork. The investment is a paying one from the start. Reference can be given to shops having 500 lamps in one installation. In answer to the frequent query, "How shall a gas company increase its commercial lighting?" A close observer of modern trade methods said if he were running a gas company he would arrange to light one or more stores in each block so brilliantly that instant attention would be attracted and all the stores in the neighborhood be forced to increase their lighting facilities or lose trade. The gas man must have faith in his product, keep posted as to what others are doing and never be content with anything but the best service for his consumers. He must be able to enthuse his solicitors and fill them up with the "right talk." Above all else he must have a maintenance department that will back up his claims. It is most vital and indispen- sible that lamps and lighting apparatus whether rented or sold be kept in perfect condition. There will be instant deterioration if left to the consumer. Glassware must be regularly cleaned, mantels examined and replaced when necessary. The gas checks or nozzles and screens must be kept free from dust, and adjustments made so as to give the highest efficiency. If the lighting apparatus is thus intelligently cared for the user wall be pleased and satisfied. There will be no complaints about the bills, trouble and cost of soliciting other business will be reduced, and 42 AMERICAN GAS INSTITUTE. when a consumer has become accustomed to good light there is no going backwards. Take the city where competing gas and electric plants are equally aggressive and progressive and it will be found to far outshine most places where conditions are not so strenuous. The standard of light has been raised. A single company can accomplish the same result by slimulating rivalry amongst its consumers in showing the best illumination and making the most striking displays. Combined gas and electric companies by installing showy exhibits of their lighting systems in different localities greatly raise the general standard. First one department will make the better showing and then it is up to the ether branch to equal or surpass it. Does the profit from sales of gas for lighting pay for the trouble ? AVe have already shown that first class gas lighting is the best advertisement a gas company can have and we maintain that it is the very cream of the business. Many companies receive a higher price for gas used for light than they do when it is sold for fuel. A gas arc lamp is as good a consumer as a gas range. The class of customers is better, more business like to deal with and pay their bills with fewer complaints. The consumers are more concentrated and no additional output for new mains is required. A gas lamp can be fitted up for a fracticn of the cost necessary to connect a new stove. A stove will usually require the purchase of a meter, the meter will cost as much as a gas lamp. Miles of pipe are often laid into a new district to get a few consumers, while the lighting of the business district and factories is only half developed. Regarding the future, we predict that notwithstanding the giant strides that have been made, and regardless of the great Electrical developments, that we have only begun. Better and more efficient Lighting Appliances are coming, modeled with due care to reduction of maintenance and to ease and convenience to the consumer that will open up new fields in Window and Outside lighting and be a 'great source of new revenue, and give a lifting force to the whole Gas Industry. NEW BUSINESS METHODS. 43 NEW BUSINESS FOR SMALL GAS COMPANIES. Bv MR. T. C. JONES. The entire working force of a small gas company should constitute the "New Business" Department. All of the employees should be constantly enthused by the manager and furnished with incentives to secure new business. When a new man is employed new business for the company should be impressed upon him, that he must bear it in mind and that upon his success in helping in this largely depends his prospective stand- ing with the company. I believe there is not a gas company so small that it cannot regularly employ a Representative, one who can devote most of his time soliciting new busi- ness. Card index systems showing every building on the gas mains giv- ing a list of business secured and the possibility for new business, judicious news paper advertising, novelty schemes, posters, fence signs, etc., etc., etc., are all good and essential but the Representative is an agent more effective than all the rest to secure new business; his plan of procedure is not mechanical or automatic but human, framed in real measure for each individual human case, he must be a student of human nature and the public opinion cf the company can, in a large degree, be -formed through his successful work. The very best man obtainable is the one to select and it is certain that he will develop into a most profitable employee fcr the company by extending its business and by representing its qualities of efficiency, public spiritedness and fair dealing. We are engaged in a most honorable and labor saving business. Gas is one of the most valuable of public benefits, and if these facts are con- tinually impressed upcn the employees the effect in securing new business will be sure and conclusive and abundantly satisfactory. 44 AMERICAN GAS INSTITUTE. THE HUMAN TOUCH. By MB. FENTON P. KELSEY. Is it the time-stained, blurred portrait of your mother? Tear-bringing memories of days never to return flood in upon you the while you gaze on the gentle face. Or perhaps it is Saturday night on the road in a strange hotel. You draw a picture from your case. You look at the chubby, naked form of your first born chubby feet, chubby cheeks, laughing, dimpled, priceless. Makes you homesick, des- perately homesick, but it helps. And so, because every one is hu- man, every one is interested in any- thing that has the human touch. Your every waking thought, if you are an advertising man, is to inter- est people. It isn't very strange, therefore, that photographs and reproductions from photographs are being widely used. Already they are getting costs down to the point where original photos can be used for post cards and other sorts of circularization. In following up our gas range prospect lists this summer, our com- pany has made use of the post cards shown herewith. First, we decided on the exact impression we wished to convey. Then we hustled for our models. Then we explained minutely to the model, and of course to our photographer, all about this impression we wished to convey. We got them into the spirit of the occasion. We created atmosphere. We get them enthusias- tic. We always had our head demonstrator on hand to see that every detail, as to the "leading" cf the range, was not only effective, but correct. NEW BUSINESS METHODS. 45 Then we re-enthused our models, and "ducked." The photographer did the rest. Sometimes several plates were required, sometimes more than one sitting, but not often. Half-tones of 150 line screen were used in each case, after most care- ful retouching of the photo. The cards were printed with double-tone inks, the high lights, depth, strength of detail, and delicacy of treatment more than compensating for lack cf variety in color. We used little copy. We didn't need to. The cuts told the story. And the cards did business. t The New Cabinet Gas Range 'Gu the cheapest and handint and clean- est fuel tor part of your work- why not for all of a?' See the Gas Co. Your Time Your Energy CXJOKINC wi ri i CA.S Cookin, *h G., Cheaper than Wood Cheaper than Coal Cheaper than (..dM,!,,,,- See the Gas Co. 4fi AMERICAN GAS INSTITUTE. GAS ENGINES FROM THE COMMERCIAL STANDPOINT OF A GAS COMPANY. By MR. J. E. KING. That the gas engine of today is far ahead of its predecessors is one of the reasons that more installations of this machine are being made than ever before. Another reason, and one that has a material influence on the number being put into use, is that gas engine manufacturers are pushing their product much more aggressively. The most pertinent influence exerted toward the use of the gas engine in cities, as a prime mover, however, is the "boosting" being done by the gas companies. Realizing that this field is one of the most lucrative, and one that has been left practically in a virgin state, the manufacturers of gas are co-operating with the gas en- gine makers in putting the merits of the gas engine before the users of power. As a result all other prime movers are on the "anxious seat." There are few users of power who could not use gas advantageously. The most sensitive nerve a power user has is the one leading to his pocket book, and this nerve can be wrought upon to such an extent, by showing the actual saving which can be made, that the entire system finally determines to have the most of the best power at least cost. This means a gas engine. Another feature that appeals is the reliability and little attention which gas engines of a high grade require. As an illustration of what can be done with a gas engine, the Lestershire Water Works of Lestershire, New York, is pumping all of the water required by the village (approximately 350,000 gallons daily) with a 30 H. P. and 10 H. P. gas engine (gas being supplied by the Binghamton Gas Works) and the Superintendent who has charge of the engines looks after all the outside work, including reading of meters, construction, repairs, etc. This work had been done with engines using gasoline as power, but when it was found that gas was much cheaper, no hesitancy was displayed in buying gas equipment to the value of some hundreds of dollars to make it possible to put the sav- ing into the coffers of the Water Company. In Binghamton, New York, we have installed upwards of seventy-five (75) gas engines, the horse power varying from 1 to 30. We have yet to find a user who is not a strong advocate of our gas as a power producer, except in rare instances where some cheap make of engine has been pur- NEW BUSINESS METHODS. 47 chased, and usually this is eventually discarded and a good engine in- stalled. We have found that the average power user knows very little about the actual horse power required to do his work, and in consequence a man familiar with power installations is of great help when figuring against competitors. As an example : An experienced electric power engineer estimated that it would take 18 to 22 H. P. to do certain work, and gave costs of running on this basis. A gas engine expert, by changing some of the drives, could do the work with 12 H. P. He figured the costs of changes, added it to the price of engine and guaranteed to do the work at such an enormous saving that the purchaser hardly dared accept the proposition. The engine was installed and the guarantee fulfilled in every particular. The closing of this piece of business has led to the sale cf seventeen (17) other engines of various sizes. Frequently a salesman representing a good gas engine will make the statement that you cannot get the power from gas that you can from gasoline. This statement is absurd, and yet manufacturers send out salesmen to induce Gas Companies to "push" their engine, who know no better than to make the above statement. Most cf them know that gas used in a gasoline engine will not produce the results gasoline will, but they do not realize that the same engine can be made to do the work with gas at a considerable saving. How much of the Gas Company's co- operation is a concern entitled to that sends out such a representative? Compare this salesman with one who knows that gas is the better and cheaper. Which should have the Gas Companies' assistance? There is no limit to the possibilities of gas as a power, and the sooner gas engine makers school their salesmen to co-operate, the quicker will they get results and the easier it will be for the Gas Company to convince power users that gas is the best and cheapest power today and will be for many years to come. Gas Companies as a rule are pushing gas for power and to those who are not would advise them to "get in the game" at once. Any city with a population of from 40,000 up can afford a power ex- pert. This man does not necessarily have to be experienced to begin with, but start some level headed fellow en "power" -and you will be surprised at the progress he will make the first sixty days, and the results you will get in the first year. The Binghamton Gas Works does not handle engines nor does it recommend any particular make. Any of the high grade engines will do good work, and the manufacturer who furnishes the man who can give the best co-operation, sells the engine. 48 AMERICAN GAS INSTITUTE. A FEW REMARKS. By MR. M. NISBET LATTA. Technically speaking, I do not believe there are any "New business Methods" which are efficacious in our work: its the old ones, intelligently and energetically executed that do the work. Once I heard a namesake rf yours remark to a bunch of Newspaper men 'Remember Gentlemen, that the history of the past is but the forecast of the present politics, and present politics is but a resume of past history!' So by antithesis we progress, our progress being Evolutionary and not Revolutionary. Gradually we do the old things better but the basic principles remain unaltered. There is one evil in common to hair tonic, high- balls and advertising, viz.: over-stimulation! This is one of the most grievous sins of the modern Gas man. Never hit a gait that you cannot hold. Don't try a hundred yard clip in the beginning of a mile race ! Reaction must inevitably ensue, and it may be calculated as equal to the original impulse plus the attraction of gravity. The balance is in red ink. There is to my mind, no improvement on a first class ' ' follow up ' ' system of house to house work carefully and conscienciously executed, prompt and thorough attention to all complaint work, whether repair instruction or examination ; Good Service in both quantity and quality of the Gas supplied; and a liberal diplomatic management. You see I have been consistent and not said anything New either! COMMERCIAL POLICY. By MR. E. E. MILLER. In reply to your question of successful methods and ideas for obtaining new business, would say : My experience has been to make the consumers feel that all is being done for them, that the company is not in business NEW BUSINESS METHODS. 49 for profit, but simply for their sole accommodation and benefit. Never make a statement you cannot verify; it is far easier to get the ill-will of the public than the good. If for any reason the consumer doubts the effi- ciency of any appliance you recom- mend, then, without delay, give a practical demonstration, either at your show room or at his home. Never overlook the fact that all women are susceptible to flattery, not too much but just enough to have them feel you are sincere ; they are the ones to im- press. Free installation of service and fit- ting pipe, and a gas range free to every consumer who agrees to use a certain number of dollars worth of gas per annum (this can be estimated on cost of range, profit, etc.). A deposit of 50 per cent of the cost of range is required, to be handed back when the required consumption is reached. The result will be that in endeavoring to own the range, they will use gas with reckless abandon ; after this ownership the question of economy in gas consumption will be practically lost sight of by the many nevf advantages discovered in its use. METHODS. By MK. THOMAS I). MILLER. The methods to be adopted in the conduct of a New Business Depart- ment of a gas company must of necessity vary with the locality, the character and habits of the people, lit should ever be borne in mind that a gas company is a semi-public institution, that it is under certain obli- gations to the people by virtue of the privileges it enjoys at the hands of the public. The nature of the business makes it monopolistic to the extent that competition cannot spring up mushroom-like, but must ask and receive privileges from the public that the existing gas company is serving. There- fore, it is very desirable that the serving gas company should, in so far 50 AMERICAN GAS INSTITUTE. as possible, keep in the background these facts and conduct the business in such a way as to make staunch friends and supporters among its cus- tomers, who thereby become constitu- ant. This spirit must of necessity per- meate all departments of the gas com- pany or the New Business Department will have an up-hill business all the time. Perfect frankness with customers, or prospective customers, will always have a good effect, make friends for the company and establish the most essential of qualities, confidence in the company. Perfect frankness with customers, or prospective customers, will always have a good effect, make friends for the company and establish the most essential of qualities, confidence in the company. In a newspaper- reading community, the daily pa pel's become a good medium for advertising. With an amusement-loving public, theater pro- grams become good mediums. In a city with excellent street car accom- modations and inter-urban lines well patronized, the cars become a good medium. Circularizing, mail, bill board and poster methods all have their value and the most subtle work of the advertising manager will be in selecting his mediums and the distribution of his matter in proportion to their value. But all advertising should be followed closely and vigorously by the affable solicitor and disseminator of information. The cooking demonstration is very effective for opening a campaign and can be continued with profit, if suitable locations can be had in dif- ferent territory, thus enabling the reaching cf many people who would not make the trip to the business centers. The most desirable user of the gas range is the family in moderate cir- cumstances doing a part or all of their own work. This class will include the masses. They really appreciate the value of gas cooking and use it economically, thereby making steady and satisfactory customers. Securing new business should mean securing good business that will remain and become old business and paying business. As a rule a cus- tomer who has to be bought is not profitable, as he usually will not re- main bought. It is easy to increase output, if that is the only object in view. But increase of profitable income is the desiratum of the NY\v Business Department and the retaining on the bcoks of the new business obtained is the ultimate object. Only means to this end should be cm- ployed. NEW BUSINESS METHODS. DEVELOPING A CANVASSER. By MR. H. F. PARCHER. The greatest problem in securing new business in gas today is to find the right man to send out after it. One reason for this is because the canvasser who develops the required amount of energy, perseverance, courage, judgment and tact to make him successful does not usually re- main long in his position, either becoming a manager himself or securing some other responsible position. A liberal commission will hold a good outside man, but unfortunately it is very likely to spoil a good canvasser. The temptation for gas, as well as other specialty salesmen who expect to sell to one customer but once, to underestimate the consump- tion and overestimate the efficiency is very great, especially to the man on commission. The tendency that many canvassers have to promise anything, guarantee anything, to make a sale, is also largely caused by the fact that many managers hire a man for a short sea- son in summer, with the understand- ing that he is to be dropped when the range business begins to let up. Give the man the promise that if he does well there will be work for him the year round, and also more money, and with a little coaching it is possi- ble to fire his ambition until he displays powers of personality which will surprise you. Personally we believe that the best canvassers can be rounded up from the fitting staff. They know the methods, they know the system, and they know the goods. Every purchaser can tell in about a minute that he is doing business with a practical man, and his confidence increases accordingly. Almost every company has some men who take pride in doing anything that they are told to do better than it was ever done be- fore. Those men can be developed. Don't be too sparing of your commendations. The anticipation of the praises of the company is the first pleasurable thought that flashes through the mind of every canvasser when he does a particularly good stroke of business. It also cultivates enthusiasm, without which Emerson writes, 1 ' Nothing great was ever achieved, ' ' and cheerfulness which is his ' ' Open Sesame" at any closed door or manager's office, and also to the customer's heart. If there is competition in your town, infuse into the mind of your canvasser the idea that the electric company is giving you a hot race, 52 AMERICAN GAS INSTITUTE. and it is up to him to win out for you. Induce him to learn something- about the other fellow's goods, what constant and maximum demand mean, why one man gets an eighteen cent rate and his neighbor an eight cent one. Get him to dig up new fields where the other fellow has not been. Most canvassers naturally work along the lines of least resistance, touching only on the high places, which is simply snapping customers. The hardest customers to secure are the ones who usually stay longest. And squeeze the lemon dry, the canvasser who covers the most territory in a day, spoils the most. Have him take a look in everywhere, espe- cially the factories. He is almost sure to see a lead, if he has studied the factory end, and he will commence to realize that the possibilities are unlimited, that as the company progresses he will progress, until as- sisted by your suggestions your canvasser will develop an ambition* which will be one of the strongest elements in the winning of success for the company and himself. THE GAS ENGINEER OF A QUARTER CENTURY AGO. "Lesl We Forget." By MR. FRED. R. PERSONS. The gas business of twenty-five years ago was not divided and sub- divided into departments, headed by a man trained and educated in his particular line of work. The secretary attended to everything that con- cerned the office, only winked at complaints and never listened to kicks. The engineer attended to the bal- ance of business that came up in connection with the business. He ^^^ He was chemist, purchasing agent, in charge of street, main, services, and meter departments. He was always a diplomat and never had office hours except holidays, Sun- days and Saturday evenings. The technical education in most cases had been neglected but he was ex- ceedingly long on experience and full of resources. Gas associations derstand where they could be benefited by attending an association meeting and mingling with other gas engineers. They rather mistrusted NEW BUSINESS METHODS. 53 that the oother fellow would absorb some knowledge from them if they met in social intercourse. The gas engineers of a decade ago who are living now are universally found at our conventions, and are fully appre- ciated for their knowledge and' sterling worth. Long may these men live to number in the list of active members in the American Gas Institute. We are traveling pretty fast today in all departments of business. We are pretty much absorbed by the questions of "detail of manufacture," "sales," "output per capita." Will a few moments of retrospective view burden us? We hope that some time in the near future that the Ameri- can Gas Institute will be blessed with a permanent home. Can we not have a hall of fame for gas engineers, at least, who have served well and faithfully in their chosen profession? There are many men among those who have "gone to the great beyond," the record of whose lives' acts would dignify the marble of the Hall of Fame. August 25th when the editor of this department wrote, "You can rest assured that an article on this subject would be appreciated," the writer had little thought that the task would be made so difficult by the sudden death of my faithful friend, that grand man, Charles R. Faben, Jr. His death was a calamity to his home city. The same must and does exist among his friends all over this country. Many names will grace the tablets in the Hall of Fame, but I doubt if any name will command more reverence and respect than the name of Charles R. Faben, Jr. The eu- logies of the men who have gone before have all been spoken in tender terms by loving friends. We will attempt only a list of names that may form the nucleus for a complete list. Any list would not be complete unless headed by the names of the stalwart, grand men from New York City : General Chas. Roome. Jos- eph R. Thomas, Captain William Henry White. A. W. Richardson, North Adams, Massachusetts. Fred H. Odiorne, Boston, Massachusetts. W. W. Greenough, Boston, Massachusetts. Alfred M. Eaton, Nashua, Massachusetts. Henry B. Leach, Taunton, Massachusetts. Geo. B. Neal, Charleston, Massachusetts. Win. K. Park, Philadelphia, Pennsylvania. M. W. Caughey, Erie, Pennsylvania. James H. Collins, Philadelphia, Pennsylvania. James McCutcheon, Pittsburg, Pennsylvania. J. H. McElroy, Pittsburg, Pennsylvania. Geo. A. Mcllheney, Washington. Oscar Lillikoffer, New York. James Stade, New York. 54 AMERICAN GAS INSTITUTE. Win. A. Stedman, New York. Thos. Rittlehaus, New York. Charles Blodgett, New York. Joseph Flannery, New York. John Tracy, New York. -John Herron, New York. Wm. C. Adams, Richmond, Virginia. Eugene Vanderpool, New Jersey. C. A. Bennett, Jr., New Jersey. Thomas Currey, Wilmington, Delaware. Samuel G. Stiness, Pawtucket, Rhode Island. A. B. Slater, Sr., Providence, R. I. General Andrew Heckenloper, Cincinnati, Ohio. John Fullager, Cincinnati, Ohio. L. W. Wells, Canton, Ohio. Robe. T. Corndale, Cincinnati, Ohio. Peter DeMill, Sr., Detroit, Michigan. Peter DeMill, Jr., Detroit, Michigan. J. H. Douglas, Ann Arbor, Michigan. Thomas Gilbert, Grand Rapids, Michigan. Thomas Smith, Grand Rapids, Michigan. Theobald Forestall, Chicago, Illinois. Thomas Butterworth, Rockford, Illinois. E. 0. King, Jacksonville, Illinois. Edward J. King, Jacksonville, Illinois. Peter Coffee, Peoria, Illinois. James M. Starr, Indiana. James Summerville, Indiana. Edward H. Jenkins, Indiana. Geo. H. Wells, Nashville, Tennessee. Chas. R. Faben, Sr., Milwaukee. Jos. B. Crockett, San Francisco, California. John Atchinson, St. Paul, Minnesota. Harvey Brown, Minneapolis, Minnesota. Robert Spencer, Burlington, Iowa. Ross Woodmansee, Davenport, Iowa. C. H. Nash, St. Louis, Missouri. James Montgomery, Sedalia, Missouri. F. E. Beck, Galveston, Texas. These names and many others were prominent in the gas industry a decade ago and their names should be entitled to a place on the roll of honor. NEW BUSINESS METHODS. 55 NEW BUSINESS METHODS. By MR. EDWARD G. PRATT. I have given considerable thought and study to this question for a number of years, and while it is a subject that is ever present there is always something new in connection with it that gives an added interest to the work. Ideas and methods that were advanced and employed a few years ago for the purpose of securing business, would be looked upon now as very tame, indeed. At a period, say ten years ago, gas companies became lib- eral in their methods of extending and securing business by extending mains liberally, making free service connections, selling appliances and burners at less than cost and con- tributing the labor for the connecting and putting on of same. Some money was spent in advertising, but very lit- tle in soliciting. The thing which ap- pealed to the public was the repeated statements of gas companies that gas consuming devices were sold at Less than cost. These statements, however, although they were true, were re- ceived with a large degree of doubt. The thing which did appeal, how- ever, was the idea that something w r as to be obtained for nothing in the shape of a free service pipe. This one thing, in my judgment, con- tributed original^ more to the extension of the use of gas in cities and towns than any other one thing, because it enabled the tenant to become a gas consumer who would not and probably could not at his own expense run a service pipe, pipe his house for light, and purchase and connect a gas range; and the landlord would not do it because gas had not then become enough of a necessity to compel him to furnish such conveniences for his tenant. All this is now changed, and because the pioneer work of the gas company has educated people to the use of gas; the tenant is a consumer because he has learned of its convenience and economy and therefore it has become a necessity, and the landlord has discovered, through the education that has been given to the tenant, that in order to rent his houses he must furnish such conveniences as gas in order to find a tenant because he is in competition with the landlord who will. So much by way of prelude. Having gone through this pioneering period, a somewhat different con- dition of affairs exists. People have become educated, the landlord real- izes what is for his interest, the tenant has discovered that gas is as eco- nomical if not more so than any other fuel, and we find we are able to 56 AMERICAN GAS INSTITUTE. withdraw here and there the extremely liberal notions which prevailed for extending the use of gas and we find ourselves gauging progress in this direction, not by the number of miles of mains which have been laid, or service connections made, or appliances set, or meters connected, but by the volume of profitable business which has been secured. And how is this to be distinguished from former methods, and how is it to be accomplished? By systematic work. That is to say, by knowing who does and who does not use gas and for what purpose if used, and if not, why not? By keeping before the public, all the time, the many appliances to which gas can be applied and continuous demonstrations of its application. Advertising is a great feature of our business, but advertising without demonstration is, in my judgment, of little value. By demonstration I do not mean what is commonly known as cooking demonstrations, but every gas company in a town or city of any size should somewhere have space devoted to a display of any gas consuming appliances that can be used in that community where demonstrations can be given if necessary. Another "demonstration" which I would recommend is the plan of fol- lowing up sales cf all gas consuming appliances by someone competent in their respective line so as to insure satisfaction to the consumer; same would apply to the lighting service either fcr the ordinary flat flame burner, the incandescent burner, or the arc lamp. The best method I have discovered of getting new business is to take the best possible care of the old. I am in favor of frequent inspection and supervision of the service which we are giving and for this reason the districting of a town or city, the placing of a representative in charge of each district and making him responsible not alone for new business, but to some extent for the service given in that district, appeals to me as much for this purpose as for any other. Of course the district representative has at hand the means of increasing the profitable business of his particular district because after a while he becomes comparatively familiar with the uses to which gas is applied by the different ones in his district and can concentrate his efforts toward securing business that is profitable: that is to say, business which does not require any considerable investment to secure. Advertising, to be of any value, must be conducted by someone who knows how to advertise. It must be judicious, unique, crisp and original in its character, and to attract attention, which is about all there is to advertising, it should be a little different from that attempted by anyone else. As to specializing, it does not follow because a representative is good at securing consumers for light, or gas ranges and other domestic appliances, that he can interest customers in the use of gas for hotel, industrial or power purposes. For these purposes specialists seem to be required because of the necessity of giving intelligent information in con- nection with these larger uses to which gas can be applied. NEW BUSINESS METHODS. GENERAL PUBLICITY AS A SOURCE OF PROFIT FOR GAS COMPANIES. By MR. J. M. ROBB. The purpose of this paper is to direct attentirn to the necessity and value of persistently presenting to the public the benefits our business brings to our communities, as they appear from our point of view, the efforts we are making to give our customers a square deal, and the thou- sand and one details of our business, so familiar to us that -we never con- sider them worthy of comment, but of which ninety-nine and one-half per cent of our customers are in complete ignorance. Gas men, above all others, cannot afford to hide their light under a bushel. Of specific advertising, that which is intended to directly boost the sale of appliances, and so increase the vol- ume cf our business, there is no lack. Also, every man of us is convinced of the great and ever increasing value of a favorable public opinion. We all make strenuous efforts to better our service, but most of us never think cf publicly calling attention to our good work, unless we are attacked and compelled to do so. That this sort of general publicity is valuable is am- ply proven by its adoption by nearly every public utility called upon to justify its methods and practices. Admitting its worth under such conditions makes plain the necessity for every man responsible for the welfare of a gas undertaking, to give this phase of the business serious consideration, with the view of persist- ently and energetically advertising to his customers, present and pros- pective the worth of his efforts to serve them. Attempting to constantly live in the public eye, so that our good work may be known, will to a very great extent prevent nervousness when the muck rakers turn on the searchlight and this alone would be an ample return for the work involved. Too many of us fail to reach our public, except to a- limited extent through cur advertisements and our monthly bills. It has always seemed to me that if, once or twice a month in between bills, by means of pos- tals, neAvs letters or bulletins, such as I will describe further on. we directed our customers' attention to our work, cur bills would come less as a shock. The reminders would serve to foster a lively sense of value received and so tend to offset the prevailing popular opinion that the gas business is all profit merely the making out and collecting of our monthly bills. 58 AMERICAN GAS INSTITUTE. Bight here it seems proper to make a protest against the use of the word cotisumer in place of customer, in referring to our patrons. Words have a power of suggestion which we do not fully appreciate. Consumer dees not imply the necessity for an endeavor to please that customer does. Think a moment and analyze the mental effect of the two words. "A Consumer." One who consumes our product. The word fails to suggest that we owe him any special consideration. "A Customer." One who gives us his business as a favor and to hold his good will we must exert every effort to please him, so he will not take his business elsewhere. Doesn't it seem this way to you? Let us drop the word consumer and always think and speak of cus- tomers when considering or discussing our patrons. If our business were like a retail mercantile business, where the cus- tomers come to a store and select what they desire from a great stock and where they can observe the machinery of the business that supplies their wants, there would be less occasion to urge more publicity. Yet if you will but study the advertising and the methods of the successful retail stores you will soon note the strenuous effort to make the customers observe the striving to serve them better and still better. When you think how the great majority of our customers have dealings with us only when they pay or dispute their bills, you will not wonder at their ignorance of our methods and their easy credence of every silly newspaper article concerning us. Such consideration will also convince you of the great need for immediate, united and earnest effort for their proper education. For example : Do you think that our gas meters today would be a stock in trade byword for lying and exaggeration if we and our predecessors in the business had as persistently advertised the facts as to our meters un- equalled record for accuracy, as the space writers have written up the other side? There are almost as many methods of bringing about this popular edu- cation as there are men in the business. If you appreciate the value of such educational effort and go earnestly about it, you will easily find ways and means for carrying on your share of the work. Naturally, your newspapers will be your first thought in planning a campaign of general publicity. I know a grocer who, to advertise a large store he had just opened, bought a column on the telegraph page of the leading daily paper in his town. He kept this column filled with news of his store, what he was doing and going to do for his customers, although he naturally de- voted considerable space to his goods and the prices at which he offered them. NEW BUSINESS METHODS. 59 It has often occurred to me that many gas men could follow this ex- ample with much profit to themselves. Such general publicity would cost heavily in money and energy, but rightly followed up it would pay large returns to us, just as it did the grocer. Many instances might be cited where the advertising columns of our papers have been used to good advantage for general publicity in other lines of business. Among the more recent cases are the meat packers. You all know the effort they made when they were under the scrutiny to build a favorable public opinion and I think you will admit that their efforts met with some success. The point I wish to make is, if this sort of general publicity pays in times of stress, how much more profitable it would be to anticipate events and make the public view conditions as we see them before the agitators get busy and bias its vision. A prominent man in the gas business said recently, "that gas men, generally, have not yet reached the point w r here they are willing to cast their bread upon the waters." That apparently is so, but if the signs of the times mean anything, there will soon be many cf us to sorrowfully regret that w r e failed to make an earlier start at bread casting. I think, too, that we gas men generally make too little effort to mix with our newspaper men, see things as they see them and make them view matters of mutual concern as they appear to us. Freely giving to our newspaper men all the news items that come our way would give us the right to insist upon being correctly quoted and also afford us the opportunity to sometimes have our plans written up in a way that could not fail to help us. Newspaper and gas men have the same human nature and it occurs to me that our newspaper friends sometimes feel compelled to attack us just to show how little the advertising we give them influences their ac- tions. It also seems to me that the business generally would be decidedly helped if less were said about our advertising serving a double purpose and more emphasis were placed upon the increased patronage brought us by the newspaper space w r e buy. "One good turn deserves another," you kuow r . A monthly bulletin distributed at any time during the month, except when gas bills are being delivered, could be made to do heroic service in the interests of general publicity. I do net mean such bulletins as Ben Block has in mind in his letter printed in "Progressive Age" of August 15, 1906. But a monthly bul- letin describing in each issue in plain, clear cut talks, some part of our work, especially that which most immediately concerns our customers, and which would not directly solicit business nor advertise appliances; that 60 AMERICAN GAS INSTITUTE. is different from anything now being put out and I think its value would be unquestioned. Such a bulletin would have to be gotten up especially for the company using it, but by working an exchange arrangement, such as that followed by the newspapers, any wide-awake gas man could secure enough new ideas to make a bulletin of this sort hold his customers' interest continu- ously. Of course it would take each day some of the busy manager's already overcrowded time to handle this matter, but when you estimate the good results arising from the work, assuming of course that the ser- vice you are selling is what it should be, can you see where the time and energy so spent would produce any greater returns? Such a bulletin could tell how our gas is made and delivered, the ex- traordinary precautions taken to insure a constant uninterrupted supply of a good quality of gas; how our meters are read, their unequalled rec- ord as accurate measuring machines, the pains we take to keep them reg- istering accurately; how their accuracy is proved; how we figure our bills, and what great care is exercised to prevent mistakes; also how mis- takes occur and how little likelihood exists for injustice to our customers. The very small number of mistakes made, in comparison with the vol- ume of business handled and in comparison with any other retail busi- ness, would furnish a subject for an instructive article. The methods used in handling complaints could be described, and occa- sionally the history of some unusual complaint, with the story of its in- vestigation and settlement, could be written up. Short descriptions of the men handling the customers' work could be given, together with their photographs. This would soon result in every customer becoming, to a certain extent, familiar with the men doing his work. It seems to me that with a little thought the matter could be so handled that the whole community would soon have a much better idea of the work necessary to supply its demand for gas. A postal campaign of inquiry as to our customers' opinion of the ser- vice we are selling, such as some companies have conducted, would also be a benefit to every gas company undertaking it. At a time of the year when the shop work is slack, say in the early spring, return postals could be sent to every customers, requesting a re- port of any trouble experienced with the gas service or any complaint be- cause of it. The replies will develop many surprises, and I am sure they will not all be of an unpleasant nature. Such an inquiry conducted once a year, with the replies carefully tabulated, followed up and filed, would furnish information of excellent advantage in many ways. Such data would be especially useful to convince our municipal gov- ernments of the value of our service, shou!d they be disposed to <|u-s- tion it. BUSINESS METHODS. 61 Not the least benefit would be the good effect of such an inquiry upon our complaint men. Another profitable practice, it seems to me, would be to insist on our solicitors chasing down to their source rumors of overcharges, unfair treatment, etc., and then if the resulting investigation developed sufficient grounds, make adjustments and settlements. A method of general publicity which should be in general use, is to have visitors' days at our works. Say once or twice a month we invite the general public to make an inspection of our plants and detail our solicitors to act as guides and instructors for the visitors. Don't you think such a practice would be a mutual benefit to every one concerned? The benefit of a house-to-house inspection of our customers' appliances can also be considered under general publicity. If possible, such an in- spection should be conducted with an attractively painted wagon (an automobile would draw more attention), well stocked with burners, man- tles and small appliances of every description, so that our possible cus- tomers will also be compelled to note the efforts we are making to further our customers' interests. The education of cur public can be still further advanced by getting our men together frequently and discussing the conduct of our business. In these meetings extraordinary effort must be made to make the men consider our customers as partners in the business and to realize that it is their money which pays our wages, salaries and dividends. AVe should discourage, by every means at hand, any evidence of ridi- cule in discussing customers' mistakes, ignorance and complaints among ourselves. This is imperative if we wish our customers to believe that their best interests are receiving our serious and undivided attention, and if we want our men to appreciate that we are in earnest about giv- ing our customers what they want, when, where and how they want it, so far as it can be done without prejudice to the other partners in the business. Our people must be compelled to appreciate the injury to the whole business for any one in it to have the attitude of mind the phrase "the dear public" implies. If. among our men, there is one who cannot do this, we would do well to dispense with his services at once. Our business is properly called a public utility business, and I am con- vinced that the best weapon to fight the growing tendency towards muni- cipal ownership is the fostering among every man connected with our work, of a lively appreciation of the sentiments advanced here, together with a long continued, united effort to make our public realize that this feeling among us is genuine and sincere. It is not enough for us to exert every energy to improve our service and sell it for the lowest price. If we stop here, our work is but half done. We must persistently and consistently use every legitimate means 62 AMERICAN GAS INSTITUTE. at our command to acquaint our customers and possible customers with the good work we are doing for them, to educate them to appreciate the value of the service we are selling and to compel them to realize that we are as anxious to give them a square deal as they are to receive it. EFFECT OF BETTER APPLIANCES ON GAS SALES. By MR, H. D. SCHALL. Replying to your favor of the 15th inst., with reference to promotion of gas sales, I am always willing to do my little part if the material which comes under my limited observation may be of assistance to you. I refer particularly to modern methods of pushing gas business as ap- plied to the higher standard of gas appliances demanded from the manu- facturer. The attention of various progressive gas companies in the West several years ago was drawn to the fact that the better class of customers on their books, people who live in modern homes where the kitchen is heated, were as a rule the poorest consumers of fuel gas. A thorough investigation was made to find the reason for this condi- tion, the character and size of gas appliances in use, and the means to increase the consumption of gas with this class of consumer. A careful analysis of reports made by their various agents disclosed the following objections to the exclusive use of gas for fuel : Appliances inadequate for their requirements. Other fuels better and cheaper. Not necessary to have modern appliances where servants are used. The general character of the reports demonstrated a lack of informa- tion regarding the convenience and economy of gas when used exclusively for fuel. A vigorous campaign was started at once to secure this business. The 16-inch oven in the standard type of range was discarded for the larger size, even for promotion work, as the former was found too small for general use and the demand was made on the manufacturers for a bet- ter and more modern type of appliances. The results obtained were flattering and exceeded the hopes of the gas companies. A very handsome increase in consumption was secured. The elevated oven and cabinet ranges developed by this campaign became popular, extending to all classes and have come to stay. The excellent pioneer work of Mr. Henry L. Doherty in this direction, who has always been an advocate of a high class of appliances, believ- ing that better service is derived with only a slight increase in the con- sumption of gas was more satisfactory to the consumer in every way and NEW BUSINESS METHODS. 63 also the gas companies. That this is true is very evident from the pres- ent increased demand from numerous gas companies for these larger and better grade goods. . IMPORTANCE OF KNOWING CONSUMPTION OF PRESENT CONSUMERS. By MR. H. H. SCOTT. It is apparent that there must be some good reasons why some gas com- panies sell five thousand feet of gas per capita per annum while other companies sell one to two thousand feet per annum, other than the apolo- gies usually offered, namely, local conditions, etc. Doubtless a report on methods employed in cultivating business from a number of companies of the first class and a similar report from the latter class would show the reasons for the difference in a general way. In all companies there are a large number of consumers who use a very small amount of gas. It is also doubt- less true that the management of many companies are not familiar with the possibilities of increasing their gross business from this class of con- sumers. An analysis of consumers sometimes brings to light these possibilities. A further investigation of appliances in use by these consumers, showing class, condition, approximate dates installed, etc., accompanying such an analysis, may reveal one of several causes for a low consumption per capita. Assuming a properly organized commercial department, one way to in- crease the consumption of gas may therefore be summarized as follows : Analyze present consumers and classify according to consumption. List appliances used by the small users, obtaining a complete record, such as has been previously referred to. Induce the small users to install suitable appliances. Pay solicitors a percentage of the actual gross increase on business ob- tained from present consumers; this bonus to be paid on a six months' basis, like periods to be compared. If the city is divided into districts, a report from each district, show- ing comparison with previous year each month, will show the progress that is being made. 64 AMERICAN GAS INSTITUTE. THE NEW BUSINESS DEPARTMENT. By MR. J. D. SHATTUCK. By all means have a New Business Department in charge of a man who has demonstrated that he can get business. Give him the widest possible latitude to carry on that business according to his own ideas. Advise with him frequently, take him into your confidence and show him the costs he creates as well as the profits he brings to the company. Run your New Business Department as you would run a mercantile business, make it pay its way. Teach the public to look to the New Busi- ness Department for adjustment of troubles between itself and the gas company. Have a premium system for getting business; the system to be rated according to the investment necessary to add this business. New Business on existing mains, meters and services to receive the highest reward. Have frequent meetings of your New Business Department to study new appliances so that the representatives may know all about these appliances before attempting to sell them. Insist upon the representa- tives becoming familiar with all catalogues, price lists, etc. COMMERCIAL DEPARTMENTS, EDUCATION AND PRESENT GAS USERS. By MR. CLARE N. STANNARD. In reviewing the progress made during the past year by the Com- mercial Departments of Gas Companies, the writer is pleased to note that the great majority of gas managers feel more than ever, from results secured, that these departments are indispensable and that they offer the only sure way to rapidly improve the value of gas properties, increase their earning power and promote friendly relations with the public. It is pleasing to observe that many general and commercial managers are applying good business principles which have found such favor in other lines of trade, among others: Advertising, Solicitation, Expansion, a consilatory policy, an honest en- deavor to popularize the company in the community where it operates. All these factors have a most im- portant bearing on increasing the revenue and profit without materially increasing the expense. Best of all, let me add the Gas Fraternity is NEW BUSINESS METHODS. 65 not content to simply follow in the lead of others, but is boldly striking out and successfully many new, novel and iriginal plans, discarding all antiquated and obsolete theories and practices. The Commercial Department of a few years ago is a back number com- pared with the up-to-date one of today. Old methods are rapidly giving way to more efficient ones. Education is a most important factor in this highly gratifying develop- ment of our work. The progressive men realize the fact, and are there- fore takirrg advantage of it. A man possessing only a good school or college education is not fully equipped, for to be most efficient in his work, he should possess technical, engineering and practical knowledge of the gas industry. Added to this, it is most important to thoroughly understand and be capable of applying the scientific rules governing salesmanship. Men thus prepared are forging ahead, making splendid reputations as Commercial men, securing the enviable promotions, and making the largest commissions. From experience gained the past year, the writer would recommend that Gas Companies in the future pay more attention to that most profit- able form of Xew Business, entitled, Additional Consumption From Present Users. Why? Jn securing new or original business, offtimes the solicitation costs are high. Education on the part of the consumer is slow and expensive and frequently when the order is secured, the consumer shows a tendency to use gas very economically. In many instances, construction expenses are high; it being necessary to lay mains, services, set meters, run fuel pipe, connect appliances, and then after all these expenses have been incurred, how often, under the best of conditions, we are disappointed in the gas consumption. On the Other Hand With the present user, all these expenses have usually .been made. We find it ordinarily less expensive to solicit additional business from the . user than from the non-user, for he realizes its many advantages over other forms of fuel, consequently he of times becomes lavish in the use of gas and no longer insists on its cost competing with coal and other fuels. Aside from solicitation costs, this form of business ordinarily only occasions the company a slightly increased cost at the retort house, frequently not in the least increasing construction costs or fixed expenses. Therefore, we feel all will agree that this is our most promising and profitable field in which to direct our energies. 66 AMERICAN GAS INSTITUTE. The Plan As suggested, it is briefly one that has been successfully worked as follows : Select a representative who has by past experience proven that he is a man of ability, tactful, experienced, and most important possessing in a marked degree resourcefulness, assign to him a certain number of present users, and then let the representative devote all his time to in- creasing their use of gas. This can be done by representative sending out personal letters, cir- culars, followed by personal calls, giving of souvenirs, and assisted by a lady demonstrator, who should call wherever the representative sug- gests, systematically and thoroughly explaining and demonstrating all the uses of all installed gas appliances. The representative should make it a point to seek out and remedy all existing defects in the gas service, and from this fact he might be styled Supervisor of Service, which would perhaps clothe him with more prestige than simply being known as representative, a fact which is desirable, for we believe in giving our representatives all possible assistance. i : The Field Is found, aside from the illuminating field, in both the domestic and industrial use of gas. In the domestic, let us not be satisfied until we secure the complete use of gas in the household, displacing all other forms of fuel, not neglecting the field for heating water, making sure the laundry is fully equipped, installing water stills, etc. In the industrial, many business houses where fuel is used only partially, use gas and these people are really our most profitable prospects for the securing of a greatly increased revenue. For instance, a hotel or restaurant only using a gas range, should be induced to install a broiler, dish warmer, coffee roaster, coffee and hot water urn, etc. Saloons hav- ing only an urn steam table, cigar lighter and cooking appliances should be installed. Foundries and machine shops, using gas for lighting pur- poses only, should be interested in using core dryers, mould dryers, babbitt melters, rivet and tempering furnaces, locomotive or wagon tire setters. We must not fail to fully develop gas for more complete lighting and decorative purposes, seeking to increase the standard of illumination, and in this endeavor we are ably assisted by the many recent improved gas burning appliances. Thus, briefly, we hope we have made it plain that there is an unlimited illuminating and fuel field in which to secure results. Results Are sure to follow, if this work is intelligently directed, and be of a most lasting, pleasing and profitable nature. Supervisors of Service have NEW BUSINESS METHODS. 67 found that the public greatly appreciates the interest which they take in seeing: that they secure for their money the best form of light and fuel service obtainable. This alone, is in itself a very important item, and offtimes results in fully paying for all the expense incurred. One of our mcst prominent and successful gas men recently said, "These people (present users) are bound to spend all their money in one form or another. Why should we not sell them more of our product and secure a larger share of their money than we have heretofore received?" He also has very ably demonstrated that it is possible to secure just this result. In closing, let us cite an example: Suppose a company, through its efforts to secure additional consump- tion on an average increases each consumer's bill one cent a day, which equals thirty cents a month, or $3.60 per year. Assume the company lias ten thousand consumers this most profitable revenue secured would be $36,000 per year. Surely the day of small beginnings has not passed. IMAGINARY GRIEVANCES. By MR, CHARLES G. M. THOMAS. Our editor asks me for an article on one of several subjects of which he thinks my experience should qualify me to write. "Imaginary grievances" is one, "The Qualifications of a gas company's representative" and "Handling customers at the office" are others. I am of the opinion that to a great degree they go together; may I, there- fore, touch a little on all three. Formerly the public were compelled to call at the office of the gas company to apply for gas, and the custom was to have the "application clerk" receive them, he was a junior clerk and one of the cheapest in the office; he questioned the visitor as a committing magistrate would, asking liis name and pedigree, obtaining his signature, and curtly saying "ten dollars deposit." This in point of fact was the full extent of the clerk's knowledge of our business and the result was that the new customer started with a grievance that we must admit was in many cases not imaginary and his mind was prepared 68 AMERICAN GAS INSTITUTE. by ourselves to believe every ill word spoken of the gas company. Today, we accept "orders" for gas and even go out and solicit them, we put our best man at the front window, but all this has not been the custom long enough to entirely eradicate the feeling against the gas; company, though we are raising a generation that does sometimes speak well of us. I have had the privilege of organizing and .fitting up several gas offices and consider the following points of importance in influencing the feeling of the public toward us and appropos of my subject. In select- ing employees, endeavor, as far as possible that every one, without ex- ception, shall be a true representative of the company. The manager should be energetic, a gentleman and a "good mixer," one who will treat the employees with courtesy and consideration, or we cannot expect him or them to so treat our customers. He should be such a man as the community will respect and ask to take part in matters of public interest. The right selection of the manager is, in my opinion, the solution of the problem of "The (desired) qualifications of a gas company's representa- tive" for birds of a feather ivill flock together; provide him with an in- viting private office where he can meet his callers and where he can quietly talk to his subordinates; his room, as a rule, will be in the rear of the office. In the average gas offices, one of the clerks should be designated and given the title of "chief clerk," locate him in the front of the office, just back of the front partition and provide him with a roll top desk ; as far as possible, he is the man to receive the orders for gas and the complaints, if need be he will take the complainant inside of the partition and invite him to a seat near his desk; this impresses the consumer with the fact that we are giving him attention, and the gas consumer likes attention just as we ourselves do. If the "chief clerk" be engaged, he is so located that he can hear the conversation of the second clerk, when he attends at the window; this will keep this clerk within proper bounds and will properly instruct and develop him. Never allow the office to be without a head, having the authority pass down in the absence of the titled heads; thus in the absence of the mana- ger, the "chief clerk" is in charge; in the absence of both, the cashier, etc., for nothing so irritates one and creates "imaginary grievances" as calling to see some one in authority and find them all out to "lunch." Discipline also requires the presence of a head at all times and being iiioiiirnlai ily in charge will help develop "representatives." In the arrangement of the desks, have all the clerks face the front, making every employee show, giving the office the appearance of a busy, prosperous concern. All of these things, in my opinion, make for UK- success of the business. In "handling consumers at the office," it is not sufficient to say that our men shall be courteous, they must be more, they must first be in- formed, able to properly answer questions and be impressed with the NEW BUSINESS METHODS. 69 standing of our business. In all the time I have been in the gas busi- ness I have never been asked to do a single unbecoming thing nor have I ever asked a subordinate to do so; can all businesses and professions say as much? I recall the experience of a young man keeping books for a dentist, whose patients included some very wealthy families; on the occasion of one of his patients going out of town and asking for his bill, the doctor inquired of the bookkeeper the amount of his indebtedness; being ad- vised $150.00, said "Make it $200.00. he can afford to pay it." This is not the manner in which the gas business is conducted. In all the agi- tation of the last two years about the price of gas, in the investigations that have been conducted, de we appreciate what it means that not a newspaper has claimed nor has an investigating committee had before it an ex-employee who even suggested that he was ever asked by his com- pany to so treat a gas consumer? There are hundreds of ex-gas em- ployees who would be glad to so testify if they had any grounds upon which to do so. This means that our business is honest; and, in the conscious- ness of this fact, cur men are entitled to hold up their heads and meet accusations with dignity. They can let the irritated man who complains that his lighting bill was higher for last month when the house was closed than the month before when the family were home, call him (the com- pany) a thief or any other name he may choose to use, for he knows that it is not true and only reflects on the consumer; if properly trained, he can explain these things or correct any error that has oc- curred; it is possible that the complainer's digestion has been momentar- ily deranged by a breakfast improperly cooked on a coal stove; and, if the clerk succeeds in satisfying him, he may sell him a gas range before he goes out, thereby helping the consumer, himself and the company. It is true, I believe, that most of the grievances of our customers are imaginary and the courteous, properly trained employee, who is repre- sentative of a gas company that is representative of this generation, will, in an inviting gas office, naturally so treat the consumer as to engender a good feeling between the gas company and its customers and make the path of the company smoother. MAKING AND SAVING. By MR. F. B. THURBER. The able men who manage the "making" or "earning" side of the business of public service corporations know much more than I do about it. and this is true also of the smaller mechanical savings, but there is a 70 AMERICAN GAS INSTITUTE. public or political side to every large corporation which is even more im- portant, and of this I have made a study. Hostile public opinion, em- bodied in legislation, may sweep away at one fell swoop all the making and saving and development of the manu- facturing side. The following from I IK- \nc York Commercial of August 1, alluding to the effect of the legis- B|M| ih. inst. Asking for a contribu- tion to the "New Business Methods." We have ; i small plant and cannot furnish you with photographs of offices, etc. But will say that we an- pushing ranges, etc., as follows: NEW BUSINESS METHODS. 91 We give a house to house canvass, offering ranges, also offering a light over every range, free, also, we give away a waffle iron or ironing plate free with every stove, letting the purchaser take his choice which he wants. Have sold for cash with very few exceptions, this season and find it is just as easy to sell for cash as on installment plan. Each fitter is given the bill for the order he takes cut and is to receive and bring in the amount of the bill when he finishes the job satisfactory to the purchaser. We have been giving away water heaters and making a flat charge to all for connecting, equivalent to the price we would have charged for the heater if we had sold it. This has worked admirably this season. The fitter gets the money when job is finished just as he does on ranges, thus making it a cash sale. In meeting competition in lighting we have gone to selling Welsbachs as low as ninety cents each to boost the sales of that kind of lighting. ,0n arc lamps we furnish to the consumer and maintain them free of charge. The consumer just paying the gas bill. The lamp remaining the Company's property. COLDWATER GAS LIGHT AND FUEL COMPANY. Coldwater, Michigan. MR. GEORGE C. TURNER. Replying to your letter of the 18th, we are obliged to confess that we have nothing new to offer in new business methods as the old methods still seem to us the most satisfactory in getting the business and keeping up interest. Our city has a population of 6,200 and we have at present 1,350 con- sumers and 1,150 gas stoves, largely gained we think, by the same line of advertised each year, as well as by courteous treatment and good service. For a number of years during the stove season, we have endeavored each day to have an item at the top of the news column of our daily paper- reading something like this: "The Gas Company has put in a new r gas stove for John Jones on Lincoln street." It is remarkable how much interest this little new r s item has created and very frequently the next day after we have installed a stove we will receive a call frcm the purchaser w r ho will complain because he did not see his name in the last evening's paper (not stopping to think that we have a long list ahead). I enclose some clippings of stove advertising which I put in the local paper this summer, always in the local news column, where people read them before discovering they are advertisements, for which reason I think they have twice the value of display ads. 92 AMERICAN GAS INSTITUTE. A farmer who moved to town th>s spring figured it didn 't cost him a penny to do his cooking as he had wood piled up on his farm and all he had to do was to draw it to the city. When asked if dollar bills had been corded up. in place of the wood and drawn to his home for fuel, whether it would have cost him anything, he saw his mistake in figuring, sold his wood to a neighbor and bought a gas stove. There are whole blocks in Coldwater in which every house has a gas stove. Let 's make it unanimous. Coldwater has more automobiles and gas stoves than any other city of its size in the United States. Other towns are close seconds on gas stoves, how- ever, so buy a gas stove if you haven't one, and they'll never catch us. Be- sides you will never regret it and will wonder how you could keep house be fore without it. THE NEW POSTOFFICE The discussion over the site of the new postoffice is liable to become pretty warm; and during this hot weather if is well to keep your hous.e cool by using a gas stove; you can then take a moro intelligent part in the argument and not become "crazy with the heat." THE COLORADO SPRINGS LIGHT AXD POWER COMPAXY. Colorado Springs, Colorado. MR. R. L. GOODAL. I am a firm believer in the great superiority of good and forceful solicitors and representatives to push the sale of gas, and I feel sure that there is no better means of popularizing your company than through loyal solicitors. The knocker who is or has been a customer will do mere damage in a month in changing the general feeling of the people than the com- pany can counteract in a year of advertising. Good service at all times is the thing that makes satisfied customers. and attention to complaints and courtesy to your customers is what holds them. If there is any line of business that needs a good location l'< r ihrir office and show rooms and something to attract and interest the people more than a gas company I do not know of it, as most commercial houses get only a part of the business on account of the great number of stores in any one line, while one or two gas companies will get all the business in their line in town. Where there is only one gas company in a town there is greater need to show your customers courtesy, as you will be judged by the public as being either indifferent or independent if you pursue any other course, and I know of nothing that will work to your disadvantage quicker. NEW BUSINESS METHODS. 93 Any company can afford to spend something to get new business, and can certainly take a chance on losing some money in trying; but the .system of installing gas-using appliances on trial, especially the appliances that mean a large income for the company, is highly commendable, and any outlay made to demonstrate to your prospective customers that they can be operated economically is money well spent. Any effort that a company can put forth to increase the output of gas to customers already connected is effort along the right direction, and where customers have any other means of cooking by coal or other heat in their kitchen, any reasonable expenditure is warranted to induce the customer to dispose of their coal range and have an all-gas kitchen. I believe that in any specific cases where it is necessary to spend money to reach the desired result that you get a quicker return on your outlay than in any other way. Cooking demonstrations I consider very valuable, although they prove rather expensive in a small city, as the people that will attend will be limited in numbers, but as it is along the lines of educating your customer, it is conductive to very beneficial results, and will be the means of getting a greater amount of gas used, without any extra main or piping expense to the company. In the matter of compensation for solicitors I w r ould suggest that good men are the best, and good men must have good pay, and I believe that a flat salary, with the addition of commissions, is the proper method to adopt. AVhile your Commercial Department is making its first effort to get busi- ness I believe that commissions, based on the appliances sold, is the only way that will be acceptable to a solicitor, but if you are willing to go the limit and educate the people to use gas exclusively for fuel and light by demonstration and advertising, then I believe that the only permanent method is to pay the solicitor on the net increase, based on the income received. This will be a spur to the solicitor to use his ability to execute your customers, and will be the means of reaching quicker and more permanent results than can be done in anv other wav. ZENITH FURNACE COMPANY. Duluth, Minnesota. MR. C. W. ANDREWS. It has been the writer's idea for some time that too littie attention is being paid by gas companies to increasing the consumption of smaller cus- tomers. In order to classify the customers in accordance with their con- sumption the accompanying card system w r as devised. It will be noted that the card consists of two halves which are not divided until the names and .addresses have been stamped on both halves and the cards numbered 94 AMERICAN GAS INSTITUTE. consecutively also on both halves. On one card the exact consumption for the months of August and January is entered and on the other the number of feet in thousands beginning with for meter rent only. One would therefore represent from 100 to 1000 feet, two from 1100 to 2000. etc. After the first consumption records are made, the cards are cut in half, one half being filed in the same order as the meter reader's route and the other half according to the index number of the consumption. This half of the card also has space for notations in regard to appliances used. It seems to us that the efforts of our solicitors can be, in this way. centered on the customers who should use more gas with an accompanying large increase in the average consumption of the smaller consumers. THE EL RENO GAS AND ELECTRIC COMPANY. El Reno, Oklahoma. MR. H. H. STEPHENS. We have your circular letter of sometime since, regarding items of in- terest pertaining to "New Business Methods." We are sorry to state that we have nothing new to contribute along this line. We have used all the well known methods and have found them all helpful. It has, however. NEW BUSINESS METHODS. 95 occured to us that we might send you photos of our office window, sign and sales room, as a sample of a "new state" Gas and Electric office. We have a pleasant remembrance of the afternoons visit with you on the occasion of your recent trip through Oklahoma. Trusting you are getting unlimited material, and that the coming volume of "New Business Methods" may be a very successful one. FORT DODGE LIGHT AXD POWER COMPANY. Fort Dodge, Iowa. MR. H. E. MORTON. I am mailing you today a photograph of our office of which we are very proud. This picture was taken on the day of our opening at which time we served freappe and gave carnations to the ladies and letter openers to the gentlemen. The office had just been newly fitted up and we had a good many visitors in the afternoon, and in the evening the office was crowded from about seven thirty until ten o'clock. This helped us to get acquainted with our consumers and our prospective consumers. We are also sending you some advertisement matter, which we have used. So far we have sold our gas ranges on easy payments, or have given a discount of $1.00 for cash. We have made free service connections, free stove connections, and have placed a Welsbach burner over the stove free of charge. Heretofore, we have only furnished the flame burner with the stove. We feel that the Welsbach burner will secure for us many lighting consumers. 96 AMERICAN GAS INSTITUTE. We are making a special preposition for pipe and fixture sales, and with each job of installing fixtures, we place a light in the cellar free and one Welsbach burner free. Four rooms may be fitted out for $12.25. For popularizing our company with our consumers, we have sent cir- culars, requesting complaints on gas stoves, and have made inspections free of charge on a good portion of the stoves in use. Have reduced our gas rates, giving a discount of ten cents, twenty cents and thirty cents per thousand, depending upon the amount used. Have given a gas range as a prize for the best gas range advertisement. Also advertised in the papers extensively, with the view of making ourselves popular and in order to have our business talked over at home. The method of compensation. We are paying our representatives a salary and a bonus. The bonus being one cent for each point. The points secured depending upon the amount of yearly revenue and the class of business secured. We feel that this M T ill be a very successful method of compensation. Have had very severe competion in the way of gasoline plants for lighting of stores, saloons, billiard halls, etc. To meet this competition, we are installing gas arcs furnishing the pipe (where it is needed) lamps, etc., and we are renting the lamps for $.50 per month each, which price includes maintenance. Where there are six or more lamps, the price is $.45 per month each, but we will sell the gas arcs and maintain them for $.25 each per month. Our inspector calls at least once a week to inspect the lights and oftener if requested. We have installed about sixty lamps on this plan this summer. We have just placed on our floor a gas range which has a coke fire box attachment, so that the consumers who do not have furnaces, may keep their kitchen warm in the winter time by the use of coke and may cook with gas. By this plan you will see that we secure both coke business and gas business. It makes some unprofitable consumers, profitable. You will note that some of these plans are not at all new, but if there is anything contained herein which you can use, I am sure, I will he gl.-id to have contributed a mite to the book. CITY GAS WORKS. Fredericksbwg, Virginia. MR. B. F. BULLOCK. Your letter of the 18th inst. received and contents noted. As I told you last year for the Ohio Association, this being a Municipal plant, very little can be accomplished in the Novelty line of advertising. We do not handle appliances of any kind, and before I came here every- thing was charged for except for blowing out services. NEW BUSINESS METHODS. 97 i We now give free pipe for all gas ranges or water heaters set, give first class attention to all complaints and expect shortly to handle Welsbach lights, these we will set for actual cost. For helping our gas range sales we had several dealers connect up some for exhibition purposes the same as is done in gas company's offices, we supplying the gas for the purpose. This of course is not new to you but as I said in the beginning, this is a Municipal plant and not given to novelty work. I will try this fall to get the college here to interest their chemistry class in gas manufacture, and offer a medal to the scholar writing the best essay on our works and methods, but I don't think anything surpasses a heart to heart talk with the prospective consumers. MESSERS. CHILD, HULSWIT AND COMPANY. Grand Rapids, Michigan. MR. RALPH S. CHILD. The writer has endeavored to give you a brief outline of some of the methods adopted to promote New Business for the various gas properties operated by Child, Hulswit & Company in cities of from 8,000 to 20,000 population. In the first place we urge upon all of our managers the vital necessity of establishing and maintaing the most pleasant relations between the public and the Company. And the keynote to this is "Satisfactory Ser- vice ' ' courteous, careful, untiring attention to the consumers interests. This feeling can always be material- ly strengthened by keeping on good terms with the newspapers. We ad- vertise in them all show no partialty in giving out news items, and try to maintain such relations that when they make mention of us it is com- mendatorynot otherwise. We have found several papers always willing to publish reading notices of improvements and extensions, or any attractive appliances placed, all of which is good advertising for the com- pany. On assuming the management of a company, if it does not occupy an attractive office and display room, we take immediate steps to secure one. For we have found that an important step in promoting New Business 98 AMERICAN GAS INSTITUTE. is to have all gas appliances displayed in an airy, light room, so they can be shown in actual operation, and their value easily demonstrated to the prospective customer. Too, it affords a pleasant place of meeting for company and consumer, and tends toward strengthening friendly relations. Upon the opening of a new office and display room, we have given a public reception, liberally advertised in the papers, invitations being mailed to each consumer and the public generally invited. The office would be decorated, music furnished by an orchestra, souvenirs given, refreshments served, and the result was a crowded room afternoon and evening. Invariably the newspapers give lengthy write-ups commending the company's management on their new quarters, the appliances dis- played and liberal policy of advertising. Every Spring at the beginning of the gas range season, it has been the custom of giving somewhat similar receptions and these have always been very beneficial and the expense not large. At one property last spring, the manager hauled his ranges from the freight house to the office in large drays, the sides hung with appropriate advertising banners. The pro- cession, preceded by a bugler, passed along all the principal business and residence streets and created very favorable impression. The newspapers referred to it in a pleasing manner and the public 'couldn't forget that it was "time for a gas range." At another property the manager used large newspaper space offering a $13.00 range to the writer of an advertisement giving the best reasons "Why every house-wife should use a Gas Range." He also offered a premium of $1.00 to apply on the purchase of any range bought during the year to all who sent in advertisements that the company could use. The result of this scheme was that the whole town was talking about gas ranges and the Gas Company's offer. Ten ranges were sold immediately and the names secured of fifty people that desired ranges. This was advertising that brought results. Outdoor demonstrations have proved a profitable form of promoting New Business at another property. After completing the laying of a main in a new district, the manager would secure from some property owner along the line the use of his lawn, tap the main, put in a temporary ser- vice and meter, connect up stoves on the lawn and then with the aid of a lady demonstrator, would start a campaign of practical education among the people in the neighborhood. In the evening the grounds would be brilliantly lighted with gas arc lights and the house would be fitted with new fixtures and Welsbach lights. On one street alone, after such a demonstration, five orders were secured for ranges and three for house piping, from people who had been systematically solicited before the main was laid but who through ignorance of the convenience and safety of gas, had refused to place their orders. The sale of coke has been pushed successfully by mailing descriptive booklets to farmers along the rural routes offering free trial samples also painting signs on country fences and displays at the County Fair. NEW BUSINESS METHODS. 99 In outlying districts, grocery stores have sold coke on commission from samples. This plan was followed where the use of coke as a stove or furnace fuel was new. It is surely true that in no business is the saying "Eternal vigilance is the price of liberty" so applicable as in the gas business, and we im- press this upon our managers constantly and they in turn upon their entire working force. Bearing this in mind and all working in unison for the best interests of the Gas Company, they form a strong force in pro- moting New Business. Operating: LaPorte Gas Light Co., Laporte, Ind., Cadillac, Gas Light Co., Cadillac, Mich., Mattoon Gas Light & Coke Co., Mattoon, 111., Fort Dodge Light & Power Co., Fort Dodge, la., Cheboygan Gas Light Co., Cheboygan, Mich., Citizens Kailway & Light Co., Muscatine, la. THE GREELEY GAS AND ELECTRIC COMPANY. Greeley, Colorado. MR. PAUL CHALLISS. In response to your letter of 15th inst., will say that I regret my inability to con- tribute anything new or novel, having done practically nothing during the past year in an effort to get New Business, but turning most of my attention toward getting a new works to take care of the New Business which is awaiting us here. I hope that next year I may be able to send you something more interesting. We run three inches in each of the three papers here, changing each week, and I enclose a few samples. The Grtrley Gas and Electric Company Cook With Gas faslXTdW Cook Witt fas fas Co, Id ? Cook Will fas GasCo.Td*; Cook With Gis fas Ct, Id. 17 Cook With Gas "rujT^yiir"' fas Co., Tel. GREENVILLE GAS AND COKE COMPANY. Gree nville, Mississippi. MR. W. G. LEET. The way people call up sometimes on the telephone and tell you how often they have to put quarters in their meters, you would think there had been a bank robbery ; truth is they do not realize how small an amount twenty-five cents a day is, or twenty-five cents every other day which is ICO AMERICAN GAS INSTITUTE. more often the case ; to obviate this little trouble we have sent out a little card like the enclosed, and when they remember that they used to buy a load of wood or coal costing a dollar and a half every week, they see that they are really economizing when they thought they were being robbed. We are getting lighting business under a very fierce electric competi- tion ; we maintain our lighting appliances, and for the information of others I am constrained to say that I have been surprised at the little cost of cleaning lamps cnce a w r eek, furnishing mantels and globes; the THAT LITTLE QUARTER , 1 IN YOUR GAS-METER I 25c Every Day is , . 25c Every Other Day is 25c Every Third Day is , 25c Every Fourth Day is 50c Every Day is , , 75c Every Day is . $7,50 per month $3,75 per month $2,50 per month $1.87^ per month $15,00 per month $22.50 per month See how long a "Quarter las and you can tell how your Gas bill is. See if you can do more cooking with the same money invested in coal or wood. Save two-thirds your time, half your work and worry and ten per cent of your food Stuffs. total cost is less than ten cents per thousand feet of gas sold for lighting purposes, while we get thirty-five cents per thousand more for the gas. This comprises about all the "New Business Methods" I can mention, our other methods being largely copied from others with which your sub- scribers are all familiar. THE GUTHEIE GAS LIGHT, FUEL AM) IMPROVEMENT CO. Guthrie, Oklahoma. MR. W. J. DIBBENS. Replying to your letter of August 16th, "New Business Methods," would say this Company does not have very much to offer, but will give you what we have. Regarding advertising matter, would say that each Aveek or so, we NEW BUSINESS METHODS. 101 change our ads in both of the dailies here. We usually make our ads to fit the season of the year, for instance, in Summer time we usually ad- vertise stoves exclusively; in the Fall we begin to advertise lights and water heaters, and in the middle Fall we begin the gas heaters, and split advertising up in that way. The only advertising in newspapers is our standing ads in them. We do not take any other advertising in any other publication, and whatever money we may have to expend aside from our standing ads, we put in the shape of hot pan lifters, paper cutters, pin trays, fans, calenders, etc., and distribute these, as we find this latter way is more efficacious than too much newspaper advertising. We would be glad to send you some photographs, but so far have not got around to take any. We are beginning to light up show windows with Humphrey arc lamps. Our plan for selling ranges is principally on the installment plan. In some rare cases where a prospective consumer is very dubious, we will put the stove in on trial for cne month and no charge is made for rental or no payment at all for the first month. We find this in some cases gets us a consumer which we otherwise would not secure, but this is only done in stubborn cases. I may add that we are enabled to control the situation exclusively here as regards supplies, because we are the only people in Guthrie handling gas appliances at all. We are also furnishing fixtures and piping houses for lights on the installment plan the same as we sell ranges. In this way we secure a number of lighting customers who otherwise could not afford to pay the cash for the work. We are also enabled- to do this as we wish, because we are the only pipe fitters in town. Occasionally we also sell our water heaters on the installment plan, but as a rule this is not necessary as they seem to take very well and the customer is usually willing to pay cash. There is not a very large field here yet for industrial appliances, and what we sell of these are usually coffee urn burners, hair dressing dryers, gas china kilns, candy cookers, wax heaters, soldering iron furnaces, etc. As mentioned above the scheme for general advertising Is usually to give some small article free. Sometimes we give a toaster or broiler. Our method of popularizing our Company is to continually call on the people and let them know we are alive. I find that a good man making the rounds is the best way to make the people think of iis. We meet competition in a fair and square way by knowing the amount of gas our various appliances will consume, and guaranteeing the people good service, economy and efficiency. Regarding our method of lighting, would say, that wherever a stove is put in, a free light is put in the kitchen just above the stove. This we find in a large number of cases, leads up to piping the rest of the house for gas. When the people have demonstrated to them in this way the superiority of gas, they as a rule begin to talk about piping the rest of the house for lights, and in this way we secure a great deal of house lighting we otherwise would not secure. 1(."J AMERICAN GAS INSTITUTE. We are extremely particular regarding the maintenance of our lights or arc lamps, and clean them once a week, and sometimes when the weather is very dusty we will clean some of them twice a week, in order that there may be no complaint. We are very particular to keep the mantles and globes in good shape. We light a number of stores and windows with small lights, and we are as particular with these small lights as we are with the arcs, inspecting them regularly and cleaning them so that the customer will secure the full efficiency. We are not supposed to do this, but where a customer is too busy or too lazy, or does not realize the importance of keeping them clean, we would rather do it ourselves, as we consider it a good ad for ourselves, and is another way of spending a little money on advertising. We also do this some- times in cases of residences. Sometimes of an evening when our men are passing business hcuses or residences and see that the lights are not giving their full efficiency, he goes in and attends to it, as it simply may be in the adjustment of the burner and is fixed in a very few seconds. Our method of compensation to salesmen has been a certain salary and then a commission on each appliance sold. The only cooking demonstrations we have given are where churches desire to have a benefit dinner or supper in the down town district, and they accordingly get the use of an empty store room, we furnish the stove and gas in order that they may do their cooking, and it is adver- tised that the meals are cooked with gas. This is about all I can give you just now. You must remember that Guthrie is only 16 years old and the methods we pursue here are of a necessity considerably different than the methods used in the old cities. HASTINGS LIGHT AND HEAT COMPANY. Hastings, Nebraska. , MR. A. W. BORDEN. I ~ In response to your request of August loth we are sending, in our small way, our contribution "for the good of the cause." Under sepa- rate cover we are mailing you photo of the interior of our small office and show room in one, which, though rather a poor photo, will perhaps give some idea of our arrangement of samples and so rn. We also send an advertising sheet showing the class of newspaper cuts with which we have been very successful. You will notice that the same figure is car- ried throughout the series and we find that the end is thus attained in that it proves of double interest to the reader. In the way of general advertising, we have found that the three or four line local item, prop- erly written, is at once inexpensive and efficient. Regardless of what we NEW BUSINESS METHODS. 103 may have in our space, we aim to keep four or five of these items on the local sheet all the time and change daily. With regard to methods of compensation of salesmen, our institution is scarcely large enough to warrant keeping a salesman or solicitor con- stantly at work. We make a general canvass of our proposed territory carefully taking the name, address and other available particulars in con- nection with every prospective in that territory. This gives us a mailing list to work on in the office, and we have found it an excellent method to get in touch with seme representative young man living in a certain district and, after procuring his own application for gas, stove and service, to make him a proposal of suitable returns to canvass his 'own neighborhood. We have found it profitable as well as excellent advertis- ing to make such a person a gift of a gas range, placed in readiness for use, in return for a certain number of applications which, of course, must represent absolute sales. We always keep our open services and street main ditches well posted with lantern signs. We believe in bill posting. We have the words "Cook with Gas" painted in large size let- ters of white against the black background of our largest gas holder which faces the main thoroughfare. In short, we keep our business be- fore the public constantly, and in any way that appeals to us as being inexpensive. We do not believe in directory or program advertising, as that is old and in our estimation only the new counts for much. We keep the exterior of our office illuminated with the new Humphrey out- door gas arc, which lights up the show window admirably as well as the street. We also find this a very profitable medium through which to push gas sales. We trust that these ideas may not prove to be so old but that they may prove suggestions of aid to somebody. HOLLAND CITY GAS COMPANY. Holland, Michigan. MR. E. M. OSBOURNE. Yours of 15th ult. received and noted. Am sorry that I have been out of the city, returning late last week, and since have been too busy to take this matter up, but will do what I can now to show that I appre- ciate your efforts along this line, and am anxious to add my wee mite to the great sea of information gathered in this good work. I enclose some clippings from the papers here, which indicate one way we advertise. We run readers through the locals also. Some of these cuts are furnished by F. D. Moses, Trenton, N. J., and some by other firms in this line. Some I secure from the company furnishing the ap- pliance advertised. 104 AMERICAN GAS INSTITUTE. We also use billboards through the town, street car ads, and program ads. These latter we do not think much of except as one way of popu- larizing the company, as there is bound to be a good many patrons of your company interested in the program. Then, too, it keeps the gas com- pany and its wares constantly before the public eye. We have special demonstrations, and lively solicitors, who never tire of telling the old, old story of gas and its many advantages. Believe in window dressing in an artful way; believe in personal solicitation. We have had success in securing lighting in residences by offering a combination of fixtures for say four rooms at the very lowest figure as a complete job, and thus re- move the fear many have that the gas company will get even for the house piping job by charging good round prices for fixtures. By diligent and untiring efforts to serve the public well and faithfully, being sure the smallest detail of the worst chronic kicker is listened to politely and attended to in accordance with its importance. We have a live competitor in a city lighting plant with very efficient management, and a price for power and light that makes us hustle to keep apce, but we do it, and gain surely and constantly. We use Hum- phrey arcs for store lighting, having 350 inside and 42 outside arcs in use now. We install our arcs free, charging for the piping only, and we maintain them at cost to us. We usually advertise with signs where a new main is being laid. Our drayman has gas signs overspreading his wagon and on his umbrella and horse blankets. We distributed fans, aiid are now ready to give each school pupil a ruler; then we also use calendars to good advantage. It pays to advertise. Do it in novel, original ways, do it in the regular way, but do it, do it. Go after the business, get it, and be sure to keep it once it is yours. We pay solicitors a straight salary. A good salary. Fill them with the proper vim and keep them full of it, and we get the business. Any prospects of solicitors coming to the office and closing deal, credit is given to the proper one. If one can not secure a certain party, an- other is sent; in case of failure, manager tries, and thus we all work to- gether for the common cause. We put in free services for fuel or light, and we furnish free a coin nidi' Welsbach light en every range we sell. Hoping this will not be too late, and wishing you the best success which the w r ork deserves, etc. JACKSON COUNTY LIGHT, HEAT AND POWER COMPANY. Independence, Missouri. MR. ROBT. S. MILLER. We have your circular letter of August 16th, and in reply thereto we beg to state that we have no original methods for securing new business that have not been tried and found successful by other firms. We do NEW BUSINESS METHODS. 105 some local advertising, but depend mainly on the efforts of a solicitor, making a house to house canvass. We are enclosing you an advertise- ment which seemed to take well and excite considerable attention, fur- nished by Andrew Jergens Co., Cincinnati, Ohio. THE IOWA GAS COMPANY. Iowa Falls, Iowa. MR. GEO. S. FOREST. In compliance with your request we are sending you copies of some of the best advertising matter we have ever used. The object of every cooking demonstration is to get the people where you can talk to them. In order to do this there must be some attrac- tion. We made the attraction the best range we had in stock. We wanted information about who our visitors were and how they were doing their work. To get this we had them fill out blank cards like en- closed sample before w r e would give them a ticket on the stove. If a lady came back the second day, or the third day, she received an additional ticket for each day she came. This induced her to come every day. She talked to her neighbor, who also got into the habit of coming. ! In the forenoons our solicitors and demonstrators visited the people in their homes, taking with them the blank information card, which they filled out and placed on record in the office. From this record we have information to work on for all time to come, and by this system we were able to sell more gas ranges in two weeks than we had sold in the previous twelve months. The gas business in towns of less than ten thousand people is one that requires more careful study and attention than almost any other business in which one could engage. The low price of gas in large cities, and the free service proposition, is eternally quoted, and people cannot see why the small towns with an output of fifteen or twenty thousand cubic feet per day cannot sell gas as cheaply and make as good -profit as the city gas companies with an output of several million cubic feet per day. I believe, however, that the cheapest advertising one can do is the free service, even for small towns, and w r e shall adopt this plan- in the future. We never cut prices or run down our competitors. We meet competi- tion in all cases by giving just a little better service than is expected of us and a prompt attention to all calls for readjustment of stoves and lamps. 106 AMERICAN GAS INSTITUTE. WINNEPESAUKEE GAS AND ELECTRIC COMPANY. Laconia, New Hampshire. MR. F. T. BROCKINGTON. Enclosed you will find a few of the answers according to my idea and from my own experience in the gas industry. Schemes for selling ranges. Answer. Sell the range at actual cost, install free and give as an in- ducement 1,OCO cubic feet of gas free with every gas range set within some specified time, say one month. Second. Another scheme was to give with every range one incandes- cent gas burner installed over range. Both schemes showed results with us. Methods for compensation of salesmen. Answer. Medium salary and commission makes them hustle. Cooking demonstrations. Answer. A gcod scheme is to offer cash prizes among your consumers, to the lady baking the best loaf of bread or cake, in a gas range, having the samples on exhibition at the company's office, choosing three of the most popular bakers in the town for the judges. It starts enthusiasm among your consumers and shows what can be done with a gas range. Second. Pick out a good gas range operator from one of your old consumers and have her follow up the new customers as soon as their range is connected and teach the new customer how to operate the range at her own home and under local conditions. Have .tried both schemes and worked well. Hope the above answers, or in other words, schemes, will be of some benefit to the furthering of our product. OHIO AND INDIANA CONSOLIDATED NATURAL AND ILLUMINATING GAS COMPANY. Lima, Olii<>. MR. S. E. MuLiioi.i.AM). Acknowledging your communication of the 18th inst., concerning re- quest of the 15th, made for New Business Methods, beg to advise that this company has a new supply of natural gas that has very largely taken the place of artificial gas business. Therefore, we are not doing anything special in the way of artificial business, with the exception of placing Humphrey's out-door gas arcs. We are putting out a good many of these, attaching them to gas meter and charging 25 cents each per month for maintenance and care, including lighting and extinguish- NEW BUSINESS METHODS. 107 ing, and while, of course, the revenue is not very high at this time of the year, has kept us a good many gas customers in business houses who have heretofore been lighting their windows on the inside with electricity. Regret that I cannot give you anything further, but would be pleased to receive a volume of the book when published. LINCOLN GAS AND ELECTRIC LIGHT COMPANY. Lincoln, Nebraska. MR. HOMER HONEYWELL. SOME OP OUR NEW BUSINESS METHODS. We sent up about two hundred small balloons, to which was attached a tag. This tag was good for a credit of one dollar on a gas range, or could be redeemed in cash for ten cents. Enclosed you will find a picture of the crowd in front of the gas office when the balloons were liberated. We gave a discount of five dollars on any gas range bought by a June bride during the month of June. We loaned gas ranges to church fairs. We have a display of appliances at the annual state fair, and duplicate the premiums given for bread and cake by the State Fair association, pro- viding it was baked in a gas range. We give gas ranges to churches and lodges in order to familiarize the ladies with their use. We have a w^ell decorated wagon loaded with gas ranges, heaters and water heaters taken out on each of the territories, for two or thre days at a time, about twice a year. We give a prize of $3.00 a week to the employee turning in the most tips on which business is realized: $2.00 for the second prize; $1.00 for the third prize. All employees except office employees and solicitors are allowed to turn in tips for these prizes. During the discount period we have a woman in the office demonstrat- ing small gas appliances, and serve waffles and coffee, biscuit and coffee, or some such light food. We send out monthly calendars. Use space in the daily newspapers liberally. Pay prompt and particular attention to all complaints. Take prominent part in all movements for the welfare of the city. Have good display windows and change the display often and try to make them attractive. We pay a dollar for any ad we care to publish, and publish the name of the party sending in the ad. Give prizes to school children for essays pertaining to the use of gas. Give an Annual Opening at which we serve punch and cake. Have music and give each lady a carnation. 108 AMERICAN GAS INSTITUTE. We pay the solicitors a small salary and a percentage of the increase of gross revenue over the same months for the previous year. A certain number of points per dollar of estimated revenue^ are given for each class of business. Naturally, a larger number of points are given for good busi- ness and a very small number of points for undesirable business. The amount of money that each solicitor gets depends upon the number of points turned in from his territory, in proportion to the number of points turned in from all territories. Money prizes are frequently held up for meritorious \vork along spe- cial lines. We hold our demonstrations in the winter months. Two afternoons and one evening a week. When not otherwise engaged the demonstrator gives house to house demonstrations or special demonstrations arranged by the church societies in the church parlors. LTXN GAS AND ELECTRIC COMPANY. Lynn, Massachusetts. MR. CHAS. F. PRICHARD. In the press of other business your circular letter of Aug. 15th has not received the attention it should, and possibly this may be too late for your use even if it is of any tfse to you. We think that our success in building up our business is due largely to the fact that we keep the use of gas prominently before the people and we make it easy and inex- pensive for them to get and use gas by requiring no form of contract and no expense for service or meter by selling them gas appliances at cost and by using every possible means to give them the highest grade service. Having once obtained a customer, we strive in every possible way to keep him, and do this by the low price of gas and by the atten- tion he receives from our employees, who strive to keep his service satis- factory. We advertise in all local papers and issues of society and other local schemes. We have passed through the period of cooking demon- strations and do not put as much stress on soliciting as we have in the past, believing perhaps that cheap gas and ease with which the consumer can get his supply are the two best solicitors the company can have. I enclose some copies of advertising matter which is substantially what all the companies use. Perhaps one feature which has been of as much advantage as any of the others is the talking electric sign on the top of our building, which can be seen at considerable distance, and which is changed frequently. Some of this ''talk" I enclose. NEW BUSINESS METHODS. 109 MADISON GAS AND ELECTRIC COMPANY. Madison, Wisconsin. MR. W. B. JOHNSON. To procure business we have got to be persistent and keep everlastingly at it. i For the past six months almost all of our advertising has been done through the newspapers, using cuts of different high priced ranges. We also did considerable bill board advertising, using posters furnished by the Detroit Stove Works. We distributed some neat flower fans, and celluloid cards giving the fire alarm system. i Both of these proved very good, as a great number, of ladies called at the office for fans, and a considerable number of men for the cards. Of course we had a gas ad on both fans and cards. c.* s ^ ^* '** On June 6th, we had our First Annual Opening, and the attendance was far greater than our expectations. We are even today selling ranges, the credit for which can be traced directly to this opening. During the year 1906 we expect to install 850 ranges, in comparison with 641 for 1905, and think that about 45 per cent of these ranges will be elevated oven or cabinet ranges. About 10 per cent of these will re- place old gas ranges. Of course, this advertising alone will not bring the business, but must be followed up by a good, live solicitor, who must keep at it persistently, 110 AMERICAN GAS INSTITUTE. for the merchant who is the most opposed to this method of advertising- will in time thaw out, and his lighting w r ill look better to you than the merchant who was easy to convince of the merits of electric advertising 1 . We are also at present sending out a blotter, 6 inches by 10 inches, which on account of its size makes it very conspicuous. This will be fol- lowed up every month for several months with another blotter of same size but of different design. MALDEN AND MELROSE GAS LIGHT COMPANY. Maiden, Massachusetts. MR. H. A. SIDNEY. In accordance with your circular letter of the 15th ult., we have gotten tog-ether a few things regarding our methods of getting business. We are very sorry that we are not able to offer you more, but the time is so short that we were not able to get things together. In the first place, we are sending you under separate cover, copy of our advertising matter; pamphlets of salesroom, office building, gas signs and show windows, we cannot send you. We sell gas ranges, water heaters and various other appliances at practical cost to us. To push gas sales, we connect up gas stoves on the first floor, free of charge. To compensate our salesmen, we offer them a stated salary and in addi- tion, a certain commission for each stove sold and customer obtained. To give cooking demonstrations, we have a graduate of a cooking school who gives a demonstration at our appliance store once a week, and during the week makes appointments with our customers to call at their homes and explain the workings of the stove. This proves of much benefit to the customer as well as to the company, and results in a more intelligent, as well as economical use of the gas. MANITOWOC GAS LIGHT COMPANY. Manitowoc, Wisconsin. MR. J. A. PATTEN. Our ads that we carry in the daily newspapers are changed at regular intervals, and your 1906 edition of "New Business Methods" has been a great help to us in making up these ads. We are mailing you under separate cover, photographs of our show windows and a sign that seems to attract the attention of the public. NEW BUSINESS METHODS. Ill The attractive part of this sign, as you will note, is two black ravens, 3 feet 6 inches long, placed on top of the guide frames of our holder. Our schemes for selling appliances, popularizing our company, etc., are along the same lines that other companies have adopted. We distribute booklets, circulars, etc., so as to bring our propositions before the public. We employ a solicitor who makes a house to house BEIGE GAS AND ELECTRIC COMPANY. Mason City, Iowa. MR. A. W. ZAHM. Replying to your circular letter would say that I am sending you by this mail three business mailing cards, this being part of a series of cards that we send out every two weeks. Unfortunately we have destroyed all of the balance so that I am unable to send you a complete line at this time. We found this scheme inexpensive and quite effective. Our main idea being to keep the public constantly reminded to use gas for cooking and other purposes. We have gotten up a mailing list which is checked up every time so that these cards are only sent to prospective customers. . We have also used this same method of sending business mailing cards, describing the various heating devices, hot water heaters, portable read- ing lamps, etc., to our present gas customers. We have also had two large prominent signs erected in the business section. These merely state, "Cook with Gas." They are lighted by an electric sign reflector at night and on this account attract considerable attention after dark. If you contemplate continuing this department next year I should be glad to save copies of all our various advertising schemes for your next issue. MORRIS GAS LIGHT COMPANY. If orris, Illinois. MR. BURDETTE L. BOWNE. Would say that we are using cuts sent out by a Milwaukee company illustrating gas ranges. We have no photographs of any nature. We are about to try a new scheme with us, of selling gas ranges with a specified amount of gas, the same scheme as tried in Cedar Rapids. Iowa, last year. We are giving away asbestos mats and needle cases. This is the extent of our methods, besides making free stove connections and running free services for same which we started this summer. Trust we may receive your report of "New Business Methods." 112 AMERICAN GAS INSTITUTE. MORRISTOWX GAS LIGHT COMPANY. Morristown, New Jersey. MR. D. P. SPELLENGER. Enclosed you will find a few ads which have helped our sales, also form of contract used in selling gas ranges on time. We expect to put out a number of arc lamps this fall, under same form of contract, as we find some of the principle objections is the heavy initial cost installing: the lamps. MUSKEGON TRACTION AND LIGHTING COMPANY. Muskegon, Michigan. MR. R. R. CHOATE. In closing contracts for ranges and other appliances we have found personal solicitation by representatives, who not only are employed to sell appliances but also to intelligently represent the company; the most successful method. We advertise consistently in the daily papers, using only good cuts of the most modern appliances, making a point that no ad shall appear twice. Personal letters, where our lists of prospects are of a limited num- ber, have proven very successful. Souvenirs which have a practical value are a great help to our representatives, who are the only employees per- mitted to distribute C OOK WITH same. Operating both gas and electric and street railway departments give to us the opportu- A flreet sign in Muskegon, Mich. nity of making one de- partment advertise the other. We use a number of electric signs, each one enumerating some one merit of gas. Distinctive amongst these signs is one placed on the front of a street car so adjusted as to permit change- able panels (cuts of these various signs we are sending under separate cover) . The maintaining of a good display room, equipped with all of the latest appliances in charge of a competent person whose business it is NEW BUSINESS METHODS. 113 to see that all people are given prompt and courteous attention as well as to demonstrate the various appliances is appreciated by the public. The best possible service along with immediate attention to complaints has made for us many friends. The management of the company also takes great pains to impress upcn all employees who come in contact with the public that their success as well as the company's is greatly dependent upon their courteous treatment of the people. If an expert demonstrator can be obtained, demonstrations will be found to be an extremely profitable advertisement. During our demonstrations this season we offered a discount on all appliances purchased by persons attending, and secured an exceedingly large number of orders. Along this line we also employ a lady to call on all new consumers. This lady has the reputation of being the best caterer in the city and consumers feel that it is quite a favor to have her demonstrate to them the merits of their gas range (free of charge). 114 AMERICAN GAS INSTITUTE. NEW BEDFORD GAS AND EDISON LIGHT COMPANY. New Bedford, Massachusetts. MR. CHARLES R. PRICE. I have your letter of the 15th instant and would state as to "New Busi- ness Methods," that the condition of our gas manufacturing department is just at this time in such shape that we cannot enter into very extensive advertising or aggressive campaigns for new business. We send you however, copies of some of our recent advertising matter, cut from newspapers, also some of our bills to show that we use this method quite extensively in advertising both our gas and electric depart- ments. These bills are changed each month and each month the bills are printed in a different color so as to present the matter as attractively as may be. "We have one system in selling gas stoves, which so far as 1 know, is somewhat novel in that with the sale of each stove we add $3.50 to its cost and put in 5,000 feet of gas. This is at quite a little lower rate than the regular price charged for the gas, but it gives the party an idea that he can experiment with the stove, get accustomed to its use, and in this way become to be more inclined to be a constant user of the stove than if some of his earlier efforts were unsuccessful. We have also em- ployed during this past season a lady familiar with the use of gas stoves to take our list of sales made out for her in neighborhoods, and call at each house or tenement, inquiring if the stove were giving satisfaction, and giving suggestions as to its best and most economical use. We pay for this 15 cents per hour, and have been much gratified to hear from her, reports as to the general commendation which the stoves have had and also the foresight of the company in sending the demonstrator around. We have also adopted a plan of sending out bills, both by mail and delivery, printing on the coupon as you will see, the following: "Send this coupon when remitting by check and retain bill." It is estimated that three-quarters of our customers when paying by check, have adopted this method, and save us a very considerable amount of postage on return receipts. We have used cooking demonstrations for two or three years with marked success, as we believe. I regret not to have been able to reply to your letter earlier but trust that some part of this may be interesting and suggestive to somebody in our line of business. THE NEW ORLEANS GAS LIGHT COMPANY. New Orleans, Louisiana. MB. THOMAS D. MILLER. The specific method followed here has been based on the general princi- ple of utilizing some catchy design with a few impressive words easily and quickly read and effective in the thought conveyed. These have been NEW BUSINESS METHODS. 115 Like this, the Savage Cooked his meal, The joys of home He could not feel. But modern folk For ease are looking And so insist On Gas for Cooking. put out in the street cars in the regular way and a reduced copy of the street car card has been made to appear in a great variety of publica- tions, with more or less regularity, the daily papers, the weekly papers, the religious papers, theatre pro- grams, special entertainment pro- grams, and the one design and idea is presented until it is thoroughly fixed in the mind of the community. In addition to this, we have used a gas bill sticker calling attention to special things for the time being. One season we offered to give away a small heater to every one pay- ing his gas bill on or before the 10th of the month, which resulted in distributing 5,000 of these heaters. These heaters were not delivered by us, nor was any wrapping paper furnished to wrap them up. The result was that for ten days the people of New Orleans had an ocular demonstration of the popularity of gas heaters, as you could scarcely go New Orleans, (La.,) Lighting Co., Maintainence Wagon for Welbach Lights along the principal streets without bumping into some one carrying a gas heater. The rear plat-form of the cars just at going home time would be stacked up with heaters, and it was followed by a big heater trade in the better grade of heaters the small heater serving to educate our con- 116 AMERICAN GAS INSTITUTE. sumers as to the convenience and efficiency of gas for heating. "We have resorted somewhat to novelty advertising, but I have not been much in favor of that here because of its being used so extensively by other kinds of business. NEW LONDON GAS AND ELECTRIC COMPANY. New London, Connecticut. MR. ALEX. J. CAMPBELL. I am pleased to give the following answers to some of your questions, based on our experience in New London. Advertising Matter. We obtain this in the form of cuts from a syndicate. Personally, I believe we could write our own advertisements to better advantage, but it takes time and is not done. As I consider newspaper advertising of comparatively little value any- way the cuts answer the purpose and save a lot of bother. Selling Schemes. We have recently started an "Advertising Campaign," sending letters and circulars to prospective customers at regular intervals. It has not been in operation long enough to warrant a positive opinion of its value, but I am very doubtful whether the returns would be in proportion to the cost. We believe in steady, persistent canvassing. We sell appliances at about cost, covering the cost of installation in every case except ranges, which are installed at a loss. We find a little something to give away, as for example, a book of cooking recipes, is a material help to the canvasser on his first visit, and we try to have a stock of such things at the office, as we find it pleases people to receive a little gift of some kind. Compensation of Salesmen. We pay a weekly salary with a small commission on the total money for sales as an extra incentive. Cooking Demonstrations. With us these have been very unsatisfactory. NEW BUSINESS METHODS. 117 THE NEWTON GAS AND ELECTRIC COMPANY. Newton, New Jersey. MR. WILLIAM L. KEPLINGER. Keplying to yours of the 15th inst. would say that we have adopted the following methods: In installing portables, waffle irons, bread toasters and such other apparatus that the general public is not familiar with we put them out with the understanding that the customer can try them for 30 days, if satisfactory to pay for them, if not, return them and no charge made. By careful selection, as to what we put out and where, we do not average 5 per cent of the different appliances returned. In the way of cooking demonstrations we believe that it pays us more on our investment than any other form of advertisement. The public getting together and "swapping" experiences and the use of different appliances as w r ell as the thought that they are getting something for nothing. GAS COMPANY OF MONTGOMERY COUNTY. Norristown, Pennsylvania. MR. H. H. GANSER. In response to yours of the 15th, I enclose some advertising matter. The yellow card entitled "Good Morning" we mailed so that it would GOOD MORNING! WAS YOUR BREAKFAST COOKED ON A GAS RANGE? $12.OO, $14.OO, $15.OO. Less Ten per Cent After Thirty Days' Trial be delivered with the first mail in the morning, and found it produced good results. Our general method of advertising is to use local readers in the daily newspapers with catchy headlines, which we find to be the most effective of any that we have resorted to. 118 AMERICAN GAS INSTITUTE. OAKLAND GAS, LIGHT AND HEAT COMPANY. Oakland, California. MR. F. A. LEACH, JR. Enclosed please find copies of proofs used in the daily newspapers. Changes are made once a week. We handle our own advertising, as we desire to come in direct contact with the press and the public. We also come in close relationship with merchants handling gas ranges, fuel ap- pliances and lighting devices by frequently sending customers to them and advising them of the fact. We maintain an exhibit room of gas ranges and water heaters, and in- stall same at a price that would allow merchants to do likewise at a reason- able profit. The result has been that many merchants handle a large line of gas ranges, etc. Our solicitors, who are competent gas men, in making calls ascertain if service is satisfactory. Troubles are thus frequently remedied on the spot, or reported to proper department. The solicitors also call in re- sponse to aggrevated complaints. A satisfied consumer and the retention of his business, is found more desirable than time spent securing new consumers. A well satisfied consumer helps to bring the other business, and makes that solicitation easier, hence we concentrate our efforts on complaints. ON FONT A LIGHT AND POWER COMPANY. Oneonta, New York. MR. H. C. BARD. Our experience with selling gas ranges proves to us that parties who take time to consider gas fuel, make better customers than those who jump at conclusions and purchase before knowing what need they have. There is no object in a company investing good money giving free con- nections if the party doesn't use the range. We have quite a number on our lists who don't use $2.00 worth of gas in a year. Canvassers greedy for commissions should be taught that quality rather than quantity is what brings income to the company. I am sending a mailing card that went to a list of customers that were abundantly able to purchase a gas range. I believe that a series of these cards would plant seed, and a good canvasser would find easy sales. Newspaper ads with canvassing and absolute truth-telling will surely dispose of gas appliances. We find this not only economical but far better in every way than to employ an outside appliance company to come here with much voice but few sales. NEW BUSINESS METHODS. 119 By selling appliances ourselves we can learn the circumstances surround- ing each customer and not antagonize them. As an illustration : The above mentioned appliance company ordered their plumber to collect for range immediately when same was set. He presented a bill to the wife of a large manufacturer (as good as gold) and threatened and used profanity when she requested him to collect from her husband at the office. The keynote of canvassing is tact. NORTHERN WESTCHESTER LIGHTING COMPANY. Ossining, New York. MR. W. L. SECORD. Replying to yours of August loth I have gotten up copies of a quantity of the advertisements used here this year; and my experience has been that the most valuable, outside of cooking lectures, has been the short line readers, which w r e have used in the weekly and daily papers. During the early part of the season in March and April we used pro- bably 25 such readers in each issue, changing them weekly. These were scattered about the paper among the news items and people were bound to read them before they knew what they were doing. I also inclose photograph of ''Cooking Lectures" showing Opera House and the good attendance we had. We have a village of about 8,000 population and have sold 250 ranges this year, being an increase over the sales of last year of about 1,000 per cent. Our sales in the same village last year were 25 ranges. We have also used a good solicitor the entire year, and during the busy season had out two. PUBLIC SERVICE CORPORATION OF NEW JERSEY GAS AND ELECTRIC DEPARTMENT. Paterson, New Jersey. . MR. W. H. EOGERS. I duly received your esteemed favor of August 15th asking for ideas for the annual report of "New Business Methods" to be presented at the meeting of the American Gas Institute next month. In reply, I would like to brefiy outline our method of selling gas ranges. We have card indexes, which are kept up to date, containing cards representing every possible gas consumer along the lines of our mains. These cards are in three cabinets with colored labels, the first being for 120 AMERICAN GAS INSTITUTE. the "Green Man" who does not use gas, the second for the "Red Man" who uses gas for either light or fuel, and the third for the "White Man" who uses gas for both light and fuel. We have six or seven canvassers who are employed throughout the year. Early in March we put on about twenty more who are retained until about the middle of July or as long as each show good results. We do not send these canvassers out promiscously, but give each man a certain number of cards from the cabinets which he returns with a report in each case written on the card. We do not bother the "White Man" except to call upon him at the beginning of the season and discover whether or not he is still "White" and using gas to the best of his ability. W T e do, however, get after the "Red Man" and give the "Green Man" considerable trouble until we succeed in getting him over to the "White" cabinet. It sometimes happens that a possible consumer has been visited by more than one of our canvassers, but we credit the order to the man who brings it, properly signed, into the office. We pay salaries, not commissions and in addition, give small sums of money each month to the five men who head the list of the number of ranges sold. The great majority of our ranges are sold on installments, our rule be- ing $2.00 down and $2.00 per month, and I am glad to say that our collections on these installment sales have been satisfactory. We sell ranges for about $3.00 less than the average cost connected. PEEKSKILL LIGHTING AND RAILROAD COMPANY. Peeksktil, New York. MR. W. B. CLEMENTS. The Peekskill Lighting and Railroad Company changed hands on May 1st, 1906. The new management has shown a very flattering increase in gas sales and in the sale of appliances and without so far making any extensions of mains, owing to delay in filling of orders for pipe on the part of the foundries. Early in the season we made a house to house canvass, following this up with cooking lectures in the Opera House which proved very popular and boomed the sale of gas stoves. We have two daily and three weekly papers and carry six or eight two line readers in these papers changing them once a week and alternat- ing occasionally with 3 inch double column advertising cuts. .We keep our show windows attractive and lighted until 10 P. M. and have an electric sign in front "Cook with Gas." NEW BUSINESS METHODS. 121 We have a gas range on exhibition on the floor of the trolley waiting room with attractive signs displayed giving general information. We are now sending out a wagon with a gas range and two solicitors selling small useful appliances from house to house and expect to place some ranges with a certain class of trade by this system. Our "readers" in the papers attract attention and do more good than the ordinary advertising. "Might as well make your own shoes or weave your cloth as use a coal range. Cook with Gas." "Winter or Summer the gas range reigns supreme in the kitchen." "Order a gas range now." "An instantaneous gas water heater as its name implies supplies hot water instantly at any time day or night." "Through the long summer months the winter furs are packed away how about the coal range? Be consistent Cook with Gas." "Who is afraid of the hot weather with a gas range in the kitchen?" "Get it now a gas range." "Gas never was cheaper than it is today. The cost of all other fuel has advanced Cook with Gas." "Everybody knows it is quicker to get a meal on a gas range, nearly everybody knows it is cheaper." "Cook with gas and keep the cook." "The maximum of comfort at a minimum of cost get a gas range." "Clean cool and economical a gas range." Etc., etc. While the "readers" give no definite information they attract attention and stimulate interest. A good wide awake solicitor and prompt attention to orders will get the business in a town of this size (13,200) without a great deal of other advertising. We give each lady attending the cooking lectures a chance on the gas range used in the Opera House which filled the theatre at every lecture the winner of the range lived 6 miles out in the country but she presented it to a villager. \Ve have 75 gas ranges or hot plates in use for every 100 meters in service. Terms cash or half cash and 30 days on balance, on gas stove sales. Standard 16 inch oven range $12.00, connections free free services. Gas $1.50 per M. cubic feet. [Light and fuel. Sliding rate to $1.25 per M. cubic feet on consumption of 8,000 cubic feet and over. We have a very conservative class of people to deal with. Coal is cheap and wood is used to a considerable extent for cooking and heating but we expect to have gas used as generally as water along the lines of our mains before a great while. 122 AMERICAN GAS INSTITUTE. With gas ranges at cost, free connections, free services and gas $1.50 to $1.25 per M. there would seem to be no sane reason, other than the lack of gas supply, for using any other fuel for cooking; and a gas stove salesman has the best and easiest selling article on the market today. The gas range is as far ahead of the coal stove as the coal stove was superior to the open fire place. "Cook with Gas." PENSACOLA GAS COMPANY. Pensavola, Florida. MR, C. F. ZEEK. I am sorry to say that I have nothing new or startling in the way of "New Business Methods" to send you for vour forthcom- Yat! j ing publication. I send you enclosed however a postal card that is self explanatory and which we have found has brought quite a number of people to our office. PORT TOWN SEND GAS WORKS. Port Toivnsend, Washington. MR. JOHN LILLIE. I do not know whether anything from this little place will be of use to you, but I don't want to pass you by without the courtesy of a reply. We have only 154 meters in service and have 57 gas stoves in use, as well as a number of gas water heaters. We push the fuel business all we can, both by advertising and occa- sional demonstrations. We sell all cooking appliances at actual cost and connect free of charge to our customers. We figure an average loss oC $3.50 to us on every gas range that we sell, but think it good business policy; when we put out a range it stays, and we have a revenue from it every month afterward. I enclose a few clippings of our ads; sorry that I have not cut them out from time to time so that I could have sent you more. NEW BUSINESS METHODS. 123 THE PUEBLO GAS AND FUEL COMPANY. Pueblo, Colorado. MR. GEORGE E. LEGLER. CONFIDENCE BUILDING PUBLICITY SCHEMES. Some of the points to consider in connection with gas company adver- tising are : How to establish an acquaintance with the company and the consuming public ; to create a feeling of friendliness ; to overcome the nat- ural antagonism people may have to corporations; to establish the feeling of good will and confidence of the public ; to arouse the spirit of inquiry so as to make it easier for the salesmen to present their many interest- ing propositions; to educate the people in the use of gas for lighting, s. And Reai GAS IS A MIGHTY ECONOMICAL FUEL, WHEN PROPERLY HANDLED An erroi reader is on! mistake, tell i When ir EARN TO READ YO 1 it Yourself when the Meter IT'S VERY SIMPI UR METER Reader conies <" LE GAS IS A MIGHTY ECONOMICAL LIGHT, WHEN PROPERLY CARED FOR For Eiample; Dia not yet reached seven reads "7 ." Put down these three figures, namely "677,'' and add two ciphers, because (he figures on the right hand dial repre- sent hundreds for, or 2,700. Multiply and you obtain the prop A (see illustration) reads "6 Dial B reads -T for a like because the indei has reason, and Dial C also Thus you have 67.700 cubic feet tut the present reading Deduct from this the largest number on last month's gas bill, sa> 65,000, and you have the number of cubic ';' R.nriwni, Renr~u sag "xi" fg feet you must now pay this number by the price per thousand cubic feet. r amount of your gas bill. TRY IT. r made in this month's reading will correct itself next month. The meter y human and is liable to err. Read the meter, and if you discover a s we will make it right, need of any information concerning the use of gas phone the representative. Yours for economical and satisfactory service, THE PUEBLO GAS & FUEL CO. heating, cooking and for industrial purposes; to constantly hold the at- tention of the thinking people in the community, the people that think and do, the ones that would mould public sentiment and are interested in their home cities' welfare. Many schemes can be worked successfully with newspapers, novelties, souvenirs, bill boards, public demonstrations, lady house visiting demon- strators, well organized complaint and maintenance departments, attract- ively equipped salesrooms, intelligent, enthusiastic representatives that understand the principles of good advertising and use it in their daily work of getting new business. In Pueblo, under the new company management, beginning April 1st. 124 GAS METER READING CONTEST It is our desire to have every consumer and prospective consumer of gas know how to read a gas meter. Gas meters are more accurate than watches. It is as easy to learn to read a gas meter as it is to learn how to tell time on a clock. By giving this meter reading contest we believe we can encourage you to learn to become better acquainted with the reliable gas accountantgas meter. We respectfully request that every person in Pueblo and suburbs. EVERY BOY "AND GIRL UNDER 87 YEARS OF AGE, PARTICIPATE IN THIS CONTEST and study the lessons here given. No matter if you are a gas consumer or not even if you are at present living off a gas main for we hope within the near future to give every citizen gas that wants gas, and we know you all want it It is the best illuminant, the best fuel for heating and cooking, when properly installed and properly cared for. m Pueblo ha* ey complaint, fitting departments. Our rep- reentr.t.v e j and lady demonstrators always INSTRUCTIONS ON GAS METER READING HERE'S AV EXAMPLE OF METER Thus you have 67.700 cubk fwt as the prem number on laM month 1 * gas bill. By Every (it consumer i. clearly responsible for all the u delivered to him at the meter outlet, ind it i> his privilege and period, by KEEPING HIS OWN REC- ORDS OF THE STATEMENTS OF HIS METER. ' ^ O A/FL^RO B N ACHI t>r\ r^DAXin DDTTlnQ &8& v 8*8S$!^ t i* rL^L^s,^y'H^r ADE TO AXY DU LiK/\JNJJ J/KlZ.r.o BSssss&n**-*. .CH LIGHT' WITH COLORED 35 FLAT IRON HEATER. *-GAS CHAFING DISH ">ZEN WELSBACH MANTLES. 27 HALF DOZEN WELSBA R 2&-LAUNDRY STOVE FOR Ss IN TRADE TO ANY jo-KANCY LAMP SHADE. ^^IfS^H^GHT. li-GAS FLAT X |RON A 4I-JWELSBACH I.IUHT. 4J-FLAT IROV HF.ATER. 44 WAFFLE IRON. 4J-GAS HEATER IBLE'GAS LAMP. JPwELSBACT ,j_WAFFLE IRON J4-CURL1NG I J4-NO. )-i8xi DETROIT JEWEL RANGE. js-TOASTER. Coupon CLIP THIS COlTr>X-F,ll blink 7"Vli,p ieteu TlJ"pu.*to' , Cu Meter Readme Coote,t Dqx. LESSON I LESSON II- LESSON III LESSON IV l-Prestnt ranc -Prevm,.> Reading 4 C " XKW BUSINESS METHODS. 125 OUTSIDE GAS ARC Progressive Pueblo wants well lighted streets, stores and windows. Our GAS ARC Is positively the best store and window light made. Look around you in the business streets of Pueblo at night and convince yourself. 100 per cent efficiency as gua ALL THIS WEEK/ UNTIL SATURDAY NOON-WHEN EVERY LIST MUST BE IN 50 PRIZES v Toints of Efficiency Greatest volume of light- steadiest best color shad- owless-(no bugs). Ask our tory proof as to the efficiency of the FOR PUEBLO SCHOOL A list of 100 Pueblo business concerns has been prepared, we publish here the initials of these, and the fifty boys and girls sending or bringing in the nearest correct list made from these initials will receive the prizes in the order As soon as the lists are checked over, the \ in The Chieftain. The contest is simple, and has only one condition that you bear in mind: GAS is the right stuff to cook with, and that children having good eyes should keep in mind there is no artificial light in the world that has such real intr' ' merit for keeping eyes young as the great WELSBACH LAMP. Bring in your list, and even though you do not draw one of the priw you will receive a souvenir well you'll be glad you tried. The .first in the list. No. 1,-C. C C, is Colorado Confectionery Co., . Cooper Commercial College, or Continental Creamery Co. Any of one thes. Now guess the rest of them. The Correct List of Names Has Been Sealed and Deposited at the Office of The Chieftain. , ::::::::::::::::::::::::: SKS: : IVS, NO CATCH the business section with the Outside Gas Arc and Be a Booster for Pueblo, the City of Progression. We give you the best and most illumination that money can buy. ."Pueblo Ga-t and Fuel Co. The Pueblo Gas and Fuel Company SO9 North Main Street. 126 AMERICAN GAS INSTITUTE. Thf GM Meter Reading contest fbr which 50 prizes were offered, brought out over 1000 contenUttr, showing that greater interest interest was cakeb by the public in readiorf meters than was expected, which by the way, is just bat the Oaa company want the con- lumen to do-read their melere overy mooth. The popolarity of Mineral Palace park could be nsiderably increased with little effort and slight ex- pense. There is a popular demand for an arc light at tlie Main street entrance, so that those who desire to enjoy the recreation advantages of the park in the evenings may not have to grope for the entrance. It would be of decided advantage, also, to Puebloans who take pleasure . The city council or park ferring a boon on countless -r--r:; *" M P eW . Ihlch S s s^lra ; ^? tr^ss? ^ , Oa c lat wW r,e .. oa j "S e*r*a^t s* 5^s eflU * A sS ^s-Srsr ^ r ""; ,th c . a ! m ^jr^s ar-vs-ei w^ 2***- M3S5|3S^ ^g&S-ana SSssigggia sSSff B'^rvw e ""T " 8 ,,rop* rW Sff^gfii3ijS3i -j5*-gga * l rtSr^ rtW i5rtf' 10 V > ^ouv' nlrB 'JSj* ln , \ the "-- ^ wm ^ r ro'. a 5CS rt t no v^>V ^ssS^Ss srs?-"" Twelve Lessons in Gas Economy of special interest to every consumer and prospective consumer of Gas. These twelve lessons in Gas Economy will appear in twelve issues of The Chieftain, one lesson each day on the following dates June 13, 14, 15, 16, 18, 19, 20, 21, 22, 23, 25. Any one who will clip these twelve lessons and mail to our office, giving name and address, will receive the twelve lessons printed on one sheet in addition to a handsome souvenir. Pueblo Gas & Fuel Co. NEW BUSINESS METHODS. 127 the first publicity scheme was to bring out the news new company pur- chasing plant, change of management, personnel, plans for future. This was immediately followed by the company's representatives visit ing every business house and home on the streets having gas mains, call- ing the people's attention to the fact that the gas company had changed hands, asking if their gas service was satisfactory, adjusting complaints, giving away advertising novelties, such as lead pencils, match safes, match 500 Dogs for the Circus Parade b Pueblo scratchers; making friends incidentally getting a complete record of names and addresses of consumers and non-consumers, list of gas appli- ances in use and those not in use, noting prospects for new business. During this time the arrival of a large assortment of modern gas ranges of different styles and makes was heralded through the newspapers; changing copy for ads every day, using large cuts of different ranges, practical discussions on the advantages of the use of gas and the modern ranges. ;The representatives w 7 ere supplied with folders illustrating and describing the new r ranges now r to be seen at the salesrooms. They also gave cards to interested parties, prospective buyers, a printed order over the representative's own name for the bearer to receive a souvenir if card is presented at the salesroom. This campaign had a magical effect. The housewife of Pueblo in- longer wants the cheap, unsatisfactory gas range or hot plate, but want* 128 AMERICAN GAS INSTITUTE. the best and most attratctive gas range on the market, the kind she can do things with, and she knows how, because the lady demonstrator fol- lows up every sale of a gas range and teaches the lady of the house tbo many practical uses of the great modern cooking device. The merits of the gas light, water heater and many other auxiliary appliances are constantly exploited. In connection with out-door gas arc advertising the phrase, "Be ;i Booster for Pueblo, the City of Progression," is used, and everything possible is done to boost for Pueblo. If the Business Men's Association or a local society runs an excursion to the mountains, ads appear, "Tick<-i Free to Merchant 's excursion to Clyde, August 22 ; clip this ad, present at gas office, purchase range and get a ticket." Occasionally, at unexpected times, a coupon appears in newspapers : Good for $2.00 cash toward the purchase of Modern Gas Range, if coupon is clipped and presented at time of purchase limiting time to about three days. One week's cooking demonstration, dividing city into districts, giving each district one demonstration special invitation mailed to each person in district proved an effective advertisement. The guessing contest illustrated proved a success. (See Pueblo ads.) Gas meter reading contest made a hit. Fourth of July ad firecracker in red. Ad with gas company border. Boosting for worthy local institutions. (See ads.) During coming state fair, Sept. 10-15, the P. G. & F. Co. will portrjiy a modern kitchen, giving cooking demonstrations. Note the newspaper comment on gas company's propositions to the city of Pueblo. RED WING GAS, LIGHT AND POWER COMPANY. Red Wing, Minnesota. MR. W. R. PUTNAM. We are sending you under separate cover fans and pencils used in our advertising campaign. Also photo of our office building and stove de- partment. We sell ranges for prices a little above cost and should a cus- tomer desire to buy a range on partial payment plan we ask $3.00 down and $2.00 a month, adding 50 cents to the price of the range. We enclose copy of contract used in this work. We find that newspaper advertising- is the most satisfactory method of advertising. We have not tried the commission method of paying salesmen nor ii.nv we used cooking demonstrations, although we think they are of value. NEW BUSINESS METHODS. 129 RED LANDS, CALIFORNIA. SCHOOL CHILDREN CAN MAKE MONEY Edison Company's Novel Idea --Gas and Electric Contest. The Edison Electric comi-any, of vane'.- of the times, offers the school chi'dren of Redlands an easy opportu- nity to make some money, besides the advantage they wilt gain education- ally, in learning how to Jo business The plan Is yery simple only to se- cure new customers for the company, either gas or electricity separately, or gas j.nd electricity jointly. In gas for co-,kln 5 or water heating there Is a particularly wiJe field of opportunity contract cusYo K mer8 n < 1 not"ss l than^ten) 20 C nett. the*Ed?so n n El?ctrlc company wl I pay the following prizes: For the large,, numbe^r of^ gas "for t he largest number of new all school children interviewing busy business men or other yearly customers, and being de- slron". that all nchool rhll.lrfn solicii- thelr efforts, the following bonuses for contracts cured, as soon the the contes closed, October 1 neit: For each new subscriber for 130 AMERICAN GAS INSTITUTE. ST. PAUL GAS LIGHT COMPANY. St. Paul, Minnesota. Various methods of advertising, including newspaper ads, personal let- ters, cards, folders, pamphlets, etc., are used by this company. Personal letters have been used with good results, business having been secured in this way that had been difficult to close previously. A folder ' ' Time Table of the Gas Range, ' ' giving the time required for cooking different dishes, attracted attention to the merits of cooking with gas. A card for keeping a record of the monthly meter readings, telling how Cook with Gas This headline is BO suggestive and so full- of meaning that wa have adopted it.to impress upon you the advantages of as for Kuel. COOK WITH GAS will bo our watchword, and today wo take it for our text. An analysis of the text will dhow: ( COOK "To prpoare or imke ready food: to make lit for catm *>v duo | application of beat Ida, for Fuel), as by boiling, baking, loading, broiling. Cook with Gas u- v todiy. he would hav think, due upohcilion of heat in MM- u-c ti i- for KM -I BOIL- r 'To -ubject to the acuon .if heat (l,n for Kacl) in liquid, so HH to produce some xpecttV etfe BAKE-'-foj in mi oven (GAS ROAST- 1 BRCML-"Tocook by direct exposure to iicat (i;. M fo [(iA>|, Especially upon a gridiron over fire gas. To subjec ly direct] heat" (GAS). What is Gas? ^ZKXS,"^. 1 * dlrtl Mk " " d "" k ' " k ' What is Gas? i^.X3&'''*SS,,r a ' """ " What is Gas? ^S^^SK^KSSSSSS^S^ m What is Gas? Im^',^'^^ C0l ""' ' '"""-"'* " What is Gas? ^ST5HS?jSJS r ^* l ^' M "*"** "" HEAT wo! U P rj 7 '"AXiL^ .w.k. t r.U te^tmMHMf " *"". AS AFFECTING OWNERS OF PROPERTY. Taking up the subject of gasoline lighting permits, with a view of sshowing their worthlessness to the insured when attached to insurance policies, it is our object to demonstrate that, even granting that the ex- pense of electric lights may be ten per cent greater than gasoline as a lighting proposition, the fact that the so-called gasoline lighting permits practically cancel the insurance policies of the occupant of the building, as well as the policies of the owners of said building, is sufficient argu- ment when fully established to put all gasoline lighting plants on the trash pile. We will show herewith, from the Supreme Court decisions : First. That any of the numerous restrictions contained in gasoline lighting permits, when violated by the insured, voids the policy. Second. That the violation of any of these restrictions by the occu- pant of a building not only voids his policies on stock, but also voids the policies of the owner of said building, regardless of the fact that said owner's policies have attached thereto gasoline lighting permits. Third. That, under a strict interpretation of the law, it is almost im- possible to handle this deadly explosive in such a manner as not to vio- late the restrictions contained in any gasoline lighting permit. A number of recent explosions of gasoline plants here in the city and elsewhere have amply demonstrated the deadly character of this explosive. Notwithstanding this fact, the writer recently called upon a local mer- chant to invite his attention to the fact that he practically had no insu* 1 - ance, as he was daily in the habit of violating any one of half a dozen impossible clauses in his gasoline lighting permit; whereupon he took out his insurance policies; and, upon examining same, after reading scyi-ni! clauses that were daily violated by him, we came across the following sentence : "It is further agreed that this company shall be liable for fire damage caused by all lighting, meaning thereby the regularly accepted term of lighting." Gasoline is not a regularly accepted lighting, as is evidenced by the fact of a special permit being universally required. Another company's permit agreed to protect the insured from fire caused by gasoline lighting, but went on to recite that they would noi be liable for damage caused by an explosion. Since there could be no fire from any cause without an explosion that would hasten the burning of the building, this policy, as well as the policy of the owner, would be, to say the least, subject to compromise. NEW BUSINESS METHODS. 135 Another most important and impossible clause to comply with, and OIH> contained in every gasoline lighting permit, is the following: "It is further understood that no artificial light shall be permitted in the room while the gasoline tank or reservoir is being filled." We shall show by Supreme Court decisions that a match, stove, candle, or. friendly fire of any kind in the room have been construed as artificial lights, and sufficient cause to void the policy, whether fire ensues imme- diately or not. The business public can readily understand from what follows that ar. insurance company would not hesitate to give them permits to burn down their stores if clauses be inserted relieving the insurance company of all liability. I have had a competent attorney examine with much care the authori- ties, including the latest and most authoritative text work (Brief on the Law of Insurance, by Judge Cooley, 1905), with the following result: First. Failure to comply with restrictions voids policy. Where there is an absolute condition in the policy prohibiting the use of gasoline, but a special permit is issued by the insurance company ex- pressly authorizing the use of gasoline, but containing warranties and re- strictions limiting the quantity of gasoline that shall be kept, and pre- scribinb certain conditions under which it shall be handled, used, and kept, a failure by the insured to comply with all such conditions and re- strictions will forfeit the policy. Following are a few of the leading cases upon this proposition, which caused the insured to lose their insurance as well as court costs: L. L. & G. Ins. Co. v. Gunther, Supreme Court U. S., 29 L. Ed. 575. Clark v. Manufacturers' Ins. Co., 49 U. S. Sup. Court, 12 L. Ed. 1061. Lutz v. Royal Ins. Co., 205 Pa. 159. Gunther v. Liverpool, L. & G. Ins. Co., 34 Fed. 501. Xorwaysz v. Thurlingia Ins. Co., 204 111. 334, 68 N. E. 551; affirming 104 111. App. 390. Daven v. Merchants' & Planters' Ins. Co., 7 La. Ann. 344. Turnbull v. Home Fire Ins. Co., 83 Md. 312, 34 Atl. 875. Boyer v. Grand Rapids F. Ins. Co., 124 Mich. 445, 83 N. W. 124. McFarland v. St. P. F. & M. Ins. Co., 45 Minn., 519, 49 N. W. 253. Westfall v. Hudson River Fire Ins. Co., 12 N. Y. 289. - Pindar v. Continental Ins. Co., 38 N. Y. 364, 97 Am. Dec. 795. Jones v. Howard Ins. Co., 100 Ga. 282, 29 S. E. 266. Clark v. Manufacturers' Ins. Co., 49 U. S. (8 How.) 235, 12 L. Ed. 1061. Second. Violation of restriction by tenant voids policy of owner of building, as well as tenant's policy. One of the most interesting and important of the cases above cited is that of L. L. & G. Ins. Co. v. Gunther, which originated in New York, and was finally decided by the Supreme Court of the United States. The 136 AMERICAN GAS INSTITUTE. suit was by C. G. Gunther and others against the insurance company for recovery of $20,000 on two policies of insurance, covering a hotel and contents at Gravesend Bay, Long Island. From the statement of facts in the report it appears that the gasoline lighting permit formed a part of each policy, specifying: "Privilege to use gasoline gas, gasometer, blower and generator being underground about sixty feet from main building, in vault; no heat em- ployed in process." The body of the policies prohibited the storage or keeping of kerosene, gasoline, etc., on the premises, excepting refined coal, kerosene, or other carbon oil for lights, if the same were drawn and the lamps filled by daylight. It appears that there was an oil room in the basement of the hotel under the pavilion, about ten by twelve feet, with low ceiling; in this room the lighting material was kept. The fire originated in the oil room about dusk. 'Three persons were in the room at the time : Jacob Con- stantine, James Marrion, and one Schuhardt. The last named was in Hie employ of Walker, who was lessee of the property. The others were em- ployed at premises about a mile distant from the Locust Grove Hotel, called the Bath Park House, where gasoline was used for lighting pur- poses. Constantine and Marrion were sent by the bookkeeper of the Bath Park House to the Locust Grove Hotel to borrow five gallons of gasoline. On reaching Locust Grove, they saw Walker, who directed Schuhardt to give them the gasoline. Schuhardt took them into the oil room. He carried a glass lantern with a wire frame around it. The lamp was lighted, and while filling the can, there was "a sort of bluish flame and the explosion, and the place was full of fire." The fire spread with great rapidity. Schuhardt was burned to death ; Constantine was badly burned, and was laid up for thirteen weeks; Marrion was burne ! a little. The hotel and all the buildings were destroyed by fire. To the suit the insurance company interposed as a matter of defense that gasoline had been stored and used on the premises, instead of in the generator sixty feet away, and that gasoline was drawn after dai'k and with a lighted lamp near, in violation of the conditions of the policy; all of which were sustained by the Supreme Court, as proper defenses, exempting the company from liability if true. This property was owned by Gunther and others, and the policies were issued to them ; the property was leased by Gunther and his co-owners to Walker. The violation of the conditions of the policy having been by Walker, the tenant, and his employes, the question arose as to whether a violation of the conditions of the policy issued to Gunther, by his ten- ant, Walker, would void the policy. Disposing of this objection, Mr. Justice Matthews, rendering the opinion of the court, uses the following language : NEW BUSINESS METHODS. 137 "Walker was in no sense a stranger or a trespasser. With his wife, he was in the lawful occupation of the premises; and, with the implied assent of the insured at least, was intrusted with the control and man- agement of them. And under the terms of the conditions of this policy, it must be held that the insured shall suffer the consequences of Walker's acts in doing that which, if done, the company had stipulated that it would not be liable. The insured engaged that the prohibited thing should not be done; and when he committed the control of the insured premises to another, the latter became his representative, for whom he must answer, as for himself." The following authorities also sustain the proposition that it is the business of the lessor to see that his tenants do not violate the conditions of the policy, and that a forfeiture of the policy can not be excused by showing that the breach of the condition was the act of the tenant of the insured : Brief on the Law of Insurance (Cooley, 1905), V. 2, pp. 1710-11, and authorities there cited. Fire Assn. of Philadelphia v. Williamson, 29 Pa. 196. Duncan v. Sun Fire Ins. Co., 6 Wend. (N. Y.) 488, 22 Am. Dec. 539. Germania F. Ins. Co. v. Board of Commrs., etc., 39 Pac. Rep. 697. First Congregational Church of Rockland v. Holyoke Mutual Fire Ins. Co., 158 Mass. 475-33, 33 N. E. 572, 35 Am. St. Rep. 508. Kelley v. Worcester Mutual F. Ins. Co., 97 Mass. 284. Mead v. Northwestern Ins. Co., 7 N. Y. 530. Fire Assn. v. Williamson, 26 Pa. St. 196. Diehl v. Adams County Mutual Ins. Co., 58 Pa. St. 443. Howell's Executors v. Baltimore E. Society, 16 Md. 377. Third. Insurance company not liable for fire caused by explosion. The policy, providing generally against any liability for loss caused directly or indirectly by an explosion, excludes the company from liability for loss from a fire directly caused by an explosion. Brief on Laws of Insurance (Cooley, 1905). Louisiana Mutual Fire Ins. Co. v. Tweed, 7 Wall, 44, 9 L. R. A. 65. Tammart v. Merchants' M. F. Ins. Co., 34 La. Ann. 249. St. John v. American F. Ins. Co., 11 N. Y. 516, affirming 8 N. Y. Super. Ct. 371. Hayward v. Liverpool & L. Ins. Co., 42 N. Y. 456, 2 Abb. Dec. 349, af- firming 20 N. Y. Super. Ct. 385. Greenwald v. Ins. Co., 3 Phila (Pa.) 323, 7 Amer. Law Reg (OS) 282. Fourth. Definition of artificial light net permitted in room while fill- ing reservoir. Where the explosion results, not from a hostile fire, but from a "friendly fire," such as the striking of a match, a lighted stove, a burn- ing gas jet, or similar cause, the company will not be liable. Mitchell v. Potomac River Ins. Co., 183 U. S. Sup. Ct. 42, 22 Sup. Ct, 22, 46 L. Ed. 74, affirming 16 App. D. C. 241. AVashburn v. Federal Ins. Co., 29 Fed. Cases, 330. 138 AMERICAN GAS INSTITUTE. Hauer v. N. W. National Ins. Co., 144 111. 393, 33 X. E. 411, 19 L. R. A., 594, affirming same v. Westchester F. Ins. Co., 151 111.. 331, 37 N. E. 873, affirming 44 111. 429. Transatlantic F. Ins. Co. v. Dorsey, 56 Md. 70, 40 Am. Rep. 403. Briggs v. North B. & M. Ins. Co., 53 N. Y. 446, affirming 66 Barb. 325. United Life, Fire & Marine Ins. Co. v. Foote, 22 Ohio 340, 10 Am. Rep. 736. In the past two months about ten per cent of gasoline lighting plants operating in this city have blown up, one resulting in total loss. At this rate of destruction, the expectation of hazard .would indicate that they should all blow up within the course of the next two years. In defining the above relations of gasoline lighting to fire insurance liability as affecting the policies of tenants and owners of buildings in which gasoline plants are being operated, the writer started out with the desire merely to seek knowledge for his own information on a subject which deeply concerned him; but, since the above revelations are so start- ling, they will likely be of more than common interest to a large part of the business public. In conclusion, I respectfully request any one interested to place this document in the hands of his own attorney and have it investigated. Respectfully, VICTOR L. SCOTT, Solicitor, Commercial Department. SAX DIEGO CONSOLIDATED GAS AND ELECTRIC COMPANY. San Diego, California. MR. C. E. GROESBECK. We advertise in all three of the local daily newspapers, in the street cars, and do some bill board advert isng as well. You ask for a copy of advertising matter, but as the newspaper ad- vertisements are changed at frequent intervals, I do not suppose you care for a large amount of such copy as this. We do not deal in stoves or heating or lighting appliances. These are handled entirely by the local dealers. We, therefore, have no occasion for use of a sales or display room, other than a few heaters and sample appliances which we carry in our window. All inquiries from purchasers for this class of material are referred to local dealers. We do very little in the way of gas signs and gas for show windows, as most of this business comes to our electrical department. As we own both the gas and electric companies, we have no electric competition, and fortunately up to this time have had no outside gas competition. NEW BUSINESS METHODS. 139 We endeavor to keep our customers well satisfied by giving good ser- vice and by promptly attending to any complaints, trouble or disputes that may arise. We have two gas solicitors, each working on a nominal salary, receiving a commission for each additional service connected. On account of our not carrying a line of stoves and ranges, we have given no cooking demonstrations whatsoever, but have contributed freely to the local merchants who have given these demonstrations. INSPECTOR'S REPORT. Sfa?*<*-' ^^^^^^^^--^r 1 ^ &Ar2*g^ SAVANNAH GAS COMPANY. Savannah, Georgia. MR. JNO. W. GOLDEN. In answer to your letter of the 15th inst., I enclose herewith a few forms of advertising matter which have been of advantage to us; I also enclose copy of "Arc Lamp Inspector's Re- port," which serves as a check upon the work being satisfactorily and honestly done by our inspectors. Also enclose postal card regarding complaint work, which is sent out upon the report of each job that has been attended to. These forms, we find, convey to the consumer the desire upon our part to give good service, and I am satisfied it has a very satisfactory effect with them. I shall appreciate a copy of "New Business Methods" which will be presented at the meet- ing of the American Gas Institute in October. Wishing you every success in this matter, Avhich I am sure every gas man should appre- ciate, I am, etc. .'""'""I ; -.- 1-.' NEW YORK AND RICHMOND GAS COMPANY. Stapleton, New York.' MR. THOS. 0. HORTON. Replying to your letter of August 15th, I enclose herewith several of the monthly enclosures sent out with our gas bills, and would say that we are handicapped with a building not fitted for our purposes in the way of an office, so that we have no photographs of interest of salesroom, 140 AMERICAN GAS INSTITUTE. office building, gas signs and show windows. We depend primarily for our sales upon the work of canvassers. Every house along the line of our mains receives a call from a canvasser, upon which he makes a report on the index card marked " A " ; tabs on top of the card representing such appliances or connections as the consumer has, clipped off. These are filed according to street, and from this card index the forms marked "B" are arranged, which are given to the canvassers for their second calls. Such items here as the consumer has are indicated by check marks under their proper headings, so that the canvasser need work only on such ap- pliances as the consumer does not have. We have no regular method of maintaining lighting, but to several of our large customers we make this proposition : ' ' If you will purchase your supplies from us at the regular prices our man will call each week, inspect, clean, adjust your burners, and supply you such parts as are nec- essary at the regular retail prices." THE SPARTANBURG RAILWAY, GAS AND ELECTRIC COMPANY (GAS DEPARTMENT). Spartanburg, South Carolina. MR. 'K. W. MILLER. Our method for increasing the fuel business is through newspaper ad-, vertising, personal letters and post cards made from the cuts furnished by Ben Alten Block. Once during the season we give a gas cooking demonstration, which is presided over by an expert demonstrator; this not only sells us a number of ranges but instructs those already having them how to obtain the best results with the least expense. In promoting store lighting we push the Humphrey arc lamp, selling it for cash or on time and at about cost; the lamps are inspected once a week, the only charge to the consumer being for mantles replaced. SPRINGFIELD GAS LIGHT COMPANY. Springfield, Massachusetts. MR. H. F. PARCHER. Advertising is done in all the established ways, newspapers, circular letters, demonstrations, bill boards, flash signs, automobile tops, horse covers, souvenirs, gutter-snipes, window displays, etc. The most direct returns come from the circular letters following up the leads turned in by a lady demonstrator, who makes a report of what she finds lacking NEW BUSINESS METHODS. 141 in each house that she calls at. The demonstrator calls at each house to see if ranges are in order and give instructions in gas cookery if needed, but the big end of her services is to keep the appliance manager supplied with good leads from which to work. Canvassers are paid a salary and we consider them the A B C of the business getting. We also employ a professional lady demonstrator- mark the professional. It does not pay to experiment with lady amateurs to make a house to house canvass for the purpose of building up business on the appliances which are already installed. Arc lamps are installed without charge, except for mantles, and are maintained likewise, the trimmer collecting fifteen cents for each mantle used. Household appliances are sold at cost and connected free with the ex- ception of the water connection, which is made by the plumber. Free gas and air connections are made to factory appliances, whether sold di- rect or by the company. Fixtures, lamps, etc., are sold at a price enough above cost to pay for the cutting and hanging. No combination fixtures are handled at all, but the low price is made on the straight gas in order to induce the builders to leave the wires out, which it does in all except the best class of apartments. CITIZENS GAS AND ELECTRIC COMPANY. Stroudsburg, Pennsylvania. MR. H. E. SWEENEY. This is a town of about 7,000 people. The gas plant has only been acquired by this company during 1905. We have started practically a new plant, changing from coal gas to water manufacturing. People are very slow at trying gas, as the electric light competition has been so keen between two opposing companies that we had to simply hold on. We now have both plants and hope to educate them to use more light. I do not think very much newspaper advertising pays, a little now and then or at the beginning of fall and spring season is all right, but in small places personal solicitation is the best method. To show you, last year with a good solicitor employed there were only 38 stoves sold. With no solicitor this year and my own solicitation orders were taken for 78 stoves. I visited on an average each of the 70 purchasers three times, and the ones that at first said no emphatically were the ones I paid par- ticular attention to and in most every case sold them a range and they are today our best customers. As one lady said, "I never thought I would buy a range, but today it is the last thing I would let go out of my house." I propose early next season to get up a "float" and decorate it. and show a gas range with electric irons on, with a colored cook on 142 AMERICAN GAS INSTITUTE. "float" and with music parade over every street where gas mains are laid, then follow up with personal work; also on March first will start a gang of repair men and get all stoves in good working order. Find tho stoves are more neglected than an ordinary coal stove. NIAGARA LIGHT, HEAT AND POWER COMPANY. Tonawanda, New York. MR. L. T. PALMER. Our only scheme for selling gas burning appliances of all kinds is that we keep two salaried solicitors constantly pounding, never letting up un- til they are ours. It often takes years to gather them into our fold, but by a continuous effort made by personal solicitations, kindly but persist- ently administered, we succeed at last. In our town of 18,000 people we have added 1,600 meters in the last three and one-half years, by this method. Our salesmen are paid good salaries and their time is entirely ours and they are at our command at all times, which makes them feel much more interested in the success of the company, and I believe we get better work out of them, as they know they must earn their salaries or they cannot hold their positions. Last fall we put out a large number of Humphrey outside arc lamps, which with the 500 inside arcs we care for and maintain free, thus not only meeting the competition of the electric company but getting more than 75 per cent of the commercial lighting. Our principal business getters are our solicitors. Our piping scheme, viz., piping four rooms and fixturing them for $8.90, is a winner, as we have piped more than 550 houses for light since Au- gust 17, 1903, besides setting about 1,600 stoves and water heaters during the same time, and still there are more to get, for our new business for 1906 to date is much larger than 1905 for the same period, simply show- ing that persistent, well directed effort wins. WAKEFIELD MUNICIPAL LIGHT PLANT. Wake field, Massachusetts. MR. CHARLES E. WHITE. Replying to your request relative to "New Busiess Methods." We sell all appliances with a guarantee that if not satisfactory to the customer we will return the money and remove the goods. Have not returned any money to date. NEW BUSINESS METHODS. 143 We give 20 per cent discount for payment in 15 days on all ranges we sell, connect all stoves free, also sell stoves, the payments being made on a prepay meter set ahead of the regular rate. We place free of charge a gas jet with Bray burner on all stoves we set, also in any room on first floor a side bracket with No. 71302 Wels- bach burner complete for $1.50, including piping. "We sold 150 pieces of 8-foot tubing for 70 cents, giving to all purchas- ers a small round heater, the whole outfit costing us 80 cents ; we did not FREE GAS HEATER That our consumers may try gas for hearing we will give a gas heater valued at $1 .25 to all gas consumers who pay their bills at our North Avenue office during September and buy of us a length of tubing for seventy cents. Heater is of neat design, seventeen inches high, base and top aluminum painted and furnished with gas shut-off. Only one heater to each consumer. Fifteen cents will be charged if we deliver heater. WAKEFIELD MUNICIPAL LIGHT PLANT. wrap them up, but gave tube and heater to customer, and we found that it led to other heater business. We enclose you a copy of the heater ad. We advertise regularly in the local papers, changing the ad frequently. WATERTOWN GAS AND ELECTRIC COMPANY. Watertown, Wisconsin. i MR. P. L. UTLEY. We are making an offer to houses which already have service pipes in for fuel purposes which we call our "Free Fixture Offer." If the con- sumer will get his house piped, either paying us for it, or a plumber, we then agree to furnish necessary fixtures to him, selling them at the regu- lar retail price and allowing him credit for the amount of gas bills used for illuminating the first year. If the consumer uses enough gas the first year to pay for the fixtures, he gets the fixtures free ; otherwise, he pays the difference. We find this quite an inducement to small houses which have already installed a gas stove but are backward about installing illu- minating gas on account of the expense. 144 AMERICAN GAS INSTITUTE. WATSONVILLE LIGHT AND POWER COMPANY. Watsonville, California. MR. R. H. STERLING. Am sorry to say that I have nothing new to offer in the way of new business methods since a year ago, when I gave you all that I thought was original with us, and it is due to the fact that the copy of your pub- lication of last year has furnished us with so many good ideas in this lino that it has relieved us of the necessity of devising any new methods of our own. The work in question has been a text book and the idea I con- sider so excellent that it is with much regret that we have nothing to offer this year. THE WESTMINSTER GAS LIGHT COMPANY. Westminster, Maryland. MR. JOHN H. CUNNINGHAM. I fear the experience gained in the conduct of a gas company in n small town, having its own peculiar local conditions to meet, would not be of much benefit in any general sense. We have met and are meeting with quite satisfactory results here, but we attribute it to the fundamental proposition of "hustle." We make it the basic principle or tenet of our profession. We are as anxious to hold our old customers as to go after new ones, and consequently when there is any complaint, or sign of trouble, we go after it at once. Do not wait for it to hunt us, we hunt it. We also try to popularize the industry, pursuing a liberal policy, main- taining Welsbach lights at cost, adjusting keys, cleaning valves, washing globes, regulating stoves, selling appliances at or below cost, giving a mantle here, or a chimney there, where same "broke in the day time, when no one was near it," etc., etc. We try to promote the intelligent use of the gas range. I believe f\ good many gas ranges are discarded because their operation is too ex- pensive, when the excessive cost is summed up in the one word waste. Therefore we never fail to try to impress upon the housewife and the servant the fact that "matches are cheaper than gas" and urge them to turn off the flow, even if they expect to use the stove within the next, few minutes. And we give away match safes photo herewith mounted on a plaque, "Cook with Gas," on the stove, or match safe, and "Use matches liberally, they are cheaper than gas," on the plaque. NEW BUSINESS METHODS. 145 But undoubtedly the best means of popularizing gas is to sell it as cheaply as it is possible. Our company has steadily reduced the price from $4.00 in 1870 to $1.50, with a sliding scale down to $1.25 at the pres- ent time, with never an advance, during strikes or any disturbances, and after each reduction a small but satisfactory net gain has been shown. Our present rate of increase, gross, has been, for the past five years, about 20 per cent. We believe this year it will be 25 per cent. 1 truly wish I could give you some information of value, for I very much appreciate the great work you are doing for the fraternity at large, and from which we little fellows derive incalculable benefit. WIXONA GAS LIGHT AND COKE COMPANY. Winona, Minnesota. MB. L. C. GRAHAM. In our campaign this season we have followed a few of the well known and tried business methods, such as giving good service and prompt at- tention to complaints and gas range sales. And following up the sales, and seeing that the stove was properly used from an economical point of view, I think was a great help, espe- cially to those who had never used gas before, and it was also found that some who had been using gas ranges for several years could be helped by a few well guarded suggestions. Wc j also adopted the plan of placing a good Welsbach light with tho range and find it is bringing good results. Another very essential thing is good canvassers, and we find lady can- vassers are better than men for selling gas ranges. It is possible for them to get in closer touch with the ladies, and analyze the situation better and follow up what a man would think a poor prospect and turn it into a sale. I suppose the value of newspaper advertising largely depends upon local conditions. 'Here the money spent in that way has been of as much value as a like amount spent in any other way to introduce our ap- pliances. By working along the above lines our consumers have increased 25 per cent, therefore it must have some virtue. 146 AMERICAN GAS INSTITUTE. THE YORK GAS COMPANY. York, Pennsylvania. MR. F. R. SMART, JR. It is with pleasure I give you what information I can concerning our business methods. Enclosed you will find a blank contract for ranges we put out on trial; these contracts are placed in the hands of our canvassers, who are paid salaries and who cover the whole town two or three times a season. So that we can more intelligently handle our canvassers, we have a card index of the whole town, whether our mains reach the houses or not. This index is made up of the enclosed cards, the remarks are filled out on the back and consist of a synopsis of the conversation held with the occupant of the building. When a range is placed on trial, the prospective customer is instructed as to its use, and how to be most economical with the gas. In addition to this we advertise in the local newspapers, changing the matter frequently; also in the street cars and on certain programs. Unfortunately we have no photographs of our office and salesrooms. We have just completed a building with show rooms and office, which we consider at least the best one in the state in a town of an equal size. We feel this to be one of our best advertisements, second in fact only to thf. treatment of our customers, complaints from whom are always willingly and carefully investigated, our most earnest endeavor being to make each customer an advertiser for us. NEW B'USINESS METHODS. 147 SCHEMES THAT HAVE PAID. By H. W. CHASE. We should never grow weary in well doing. This beautiful admonition applies to the efforts of those of us who are laboring to educate an unwill- ing public to use that which will lessen their labors. It is true that wr are doing this from a selfish motive, and when we convince our pros- pective consumer he also does the same. We are in advance of the times. We are advocating a change in the domestic life, and when once we strike the keynote, so to speak, our time of harvest has arrived. For in the gas business we are introducing a necessity, something that when once used is always used and is the means of convincing others. People ar- 1 like sheep. If one goes over the fence the whole flock will follow; there- fore our primary object is to get them started. In order to sell gas we must sell appliances, and when once the appli- ance is sold our work, comparatively speaking, is at an end. The con- sumer does the rest, or in other words, the gas sells itself. Experience has taught that the more interest that can be aroused by any means, which is favorable to the company, the greater are the oppor- tunities of doing business. The American people are possessed with a spirit of gambling, or some- thing for nothing idea. With this idea for a foundation the following schemes have been tried and found to be very successful in starting business : Scheme No. 1. free A Modern Gas Range. A beautiful, up-to-date range will be given, absolutely free, to the most popular religious organization or secret society. To determine their popularity, the following blank vote, which will be printed each day in the leading newspaper, must be filled out and deposited at the office. The society receiving the largest number of votes will lie presented with this $. . . . prize. Vote as many times as you please; there are no restrictions, only that the votes must be taken from the daily newspapers and delivered at our office. Contest will close This scheme was advertised thoroughly, and the standing of each con- testant placed in each day's issue of the paper. Then the range to be given away was placed in the rear of the display room. The other appliances were also tastily arranged for exhibition, and a sufficient amount of help placed on the floor to take care of tho people. A card announcing that the prize range was on exhibition inside was placed in the window. 148 AMERICAN GAS INSTITUTE. Sufficient interest was aroused to cause some of the leaders to buy the papers containing the votes by the hundred, necessitating a later edition of the paper. This, of course, was not due to the value of the prize, but to the desire to win. Our point was accomplished, however, for gas was the topic of their conversation, and within two weeks after the close of the contest a range had been sold to each organization, and beside this to a large number of individuals. And why? Simply because it was brought to their minds in this manner. A more direct way of coming in contact with the individual consumer was then tried, and among the many schemes the following seemed most productive of good results. i Scheme No. 2. A ticket bearing a certain number in duplicate was distributed among the consumers by the representatives. The consumer desiring to tak" part in the contest signed this ticket and retained her number. All of these tickets were deposited in a large can, and on a certain date each one taking part was invited to the office to witness the drawing. The lucky number .was drawn by one of the consumers and a range was pre- sented free. This plan was cf great benefit in many ways. 'First, it gave to the representative an opportunity for a call at the house and a topic of con- versation. Second, it gave the company the names of a large number of immediate prospects, for consumers would not sign the ticket and come to the office unless they were interested. And, third, it was the direct means of bringing a large number of people to the office to see the display and get acquainted. The following scheme was also used to get consumers to come to the office: Scheme No. 3. A difficult rebus pertaining to gas was placed in the papers. With this the statement was made that for the first correct reading a gas range would be presented free; for the second, a water heater; for the third. a portable heater; for the fourth, a Welsbach lamp, and for the fifth, a gas flatiron. This contest was to last one week only. All answers to be properly signed by the one solving the rebus and delivered in person to a clerk, who read and dated it, reserving his decision until the close of the contest. These answers could only be delivered at a certain time each day, from 6:30' to 8:30 p. M. At this time the business office was closed and the commercial department was in charge of the salesroom. Each person coming in was given some souvenir and interested, if pos- sible, in the display of prizes. NEW BUSINESS METHODS. 149 At the close of the contest the prizes were awarded to the winners, but in order to get the prize the winner must be present. This plan was the means of getting each consumer who took part in the contest to the office twice, and gave the representative an opportunity to get in his work. Scheme No. 4. Demonstrations are very beneficial to the company and are certainly worth the effort. The chief difficulty experienced is to arouse enough in- terest to get the consumer to attend them. In this the following schemes have been found very beneficial : The representatives were given cards to distribute among the interested consumers. The consumer, by presenting this card at the office at any demonstration, was given a souvenir, and the representative who was su* 1 - cessful in bringing the most consumers to the office was given a cash bonus. Scheme No. 5. Another successful stunt was the installing of a demonstrating room in each of the market houses. Free coffee and biscuits were served and a resting place furnished. It is true that every city does not have a market house, but they ail have places where people go, either for business or pleasure. If a demonstration can be arranged in a place of this kind, it is more beneficial than in any other place, for there you will interest those who would not come simply to a demonstration. It has been found to be very productive of good results to arrange a demonstration in some public place and charge admission, this admission fee going either to some society or to defray expenses. The most successful way in promoting this scheme is as follows : Have the tickets printed some time in advance and advertise the fact that to the person selling the largest number of tickets, at 10 cents each, a gas range will be given absolutely free, and other prizes of less value for sec- ond, third, etc. Then when the time of demonstration ^comes, stimulate additional interest by offering a door prize. Ranges are more easily demonstrated than water heaters, therefore more of them are sold. A water heater may be placed in the office, con- nected with a tank, and a great deal of interest aroused, but for a prac- tical demonstration nothing can compare with the following: A very convenient and commodious bathroom was placed in the base- ment of the gas office and a door leading in from the street was provided. In this room was placed a water heater, connected to a tank, and a penny- 15C AMERICAN GAS INSTITTTE. in-the-slot meter was also furnished. In this manner the consumer knew exactly how the heater worked and the expense of operating it. Consumers at first objected to using a public bath, but when they were convinced that the room provided was sanitary and everything thor- oughly sterilized, they would much rather use this than go elsewhere and pay a larger price. This scheme was the direct cause of placing a large number of heaters, as well as bringing the company before the public, for in being so public- spirited as to provide a free bath made them very prominent. Industrial business is conceded to be the most profitable of any obtain- able, therefore no expense within reason should be spared in obtaining it. Most industrial appliances work best and most economical when they are provided with air under pressure, and in many factories this condition is not obtainable. Scheme No. 6. A prospective consumer hesitates about making an investment without first being shown the advantage. A very successful means of obtaining this business is to place a small plant in the office, carrying only such appliances as would be most used in the particular locality. Then take a sample of the prospective con- sumer's work to the demonstrating room and show him how easily and more satisfactorily it can be done with gas than with other fuels. One industrial appliance concern will place any appliance on approval for sixty days if the conditions, kind of work to be done, etc., are ex- plained and meet with their regulations. The lighting proposition is comparatively easy, for there we can with little expense place our lamp on approval for thirty or sixty days, dem- onstrating absolutely the candle power and the cost of obtaining it. Scheme No. 7. The - - gas arc is conceded to be the most satisfactory lamp for thp commercial field, that is, if they are properly maintained. A very satis- factory way of placing these lamps is to charge $1.00 down and $1.00 per month until the lamp is paid for, giving free maintenance for one year. Then charge 25 cents per month for this service, furnishing all material and giving a thorough cleaning each week. All window lighting with gas should be done from the outside to pre- vent the sweating of windows and to eliminate the necessity of g into a well dressed window to light or repair the lamp. Outside arcs should be sold as a medium of advertising. NEW BUSINESS METHODS. 151 THE GAS WATER HEATER. By MR. D. S. GREENWOOD. Many good things can be said about this little piece of modern machin- ery. To confine all into one it is only necessary to say that no home is complete without it. As to making a sale it comes under the heading with all gas appliances. There are very few companies or salesmen who work on the same plan, although they might all make a success, some more successful than others, because their plan of campaign is more ef- fective and far reaching. Advertising places the water heater before the people ; illustrated circulars with a pointed explanation about convenience, economy, quick results, and absolute reliability at any and all times. Heating water for a bath, dish washing, wash day, or for any purpose that hot water is ever needed for, it has no equal. It heats only the water. Make a specialty of water heaters, call it water heater month, and give a prize to the representative selling the greatest number. A salesman has not done his duty for the gas company or the consumer, even after plac- ing the modern range, grates, lights and all other appliances in the house until the water heater is installed. After the newspaper advertising, the mailing of circulars along educational lines, it is up to the salesman to close the deal. The salesman knows of the millions of water heaters in use for domestic and industrial purposes, a point that should convince the most skeptical that the water heater is economical and practical, he should feel that it is his duty to his fellow man to enlighten him on this subject, and if active he should have no trouble in placing a water heater in every home in reach of a gas main. Like all gas appliances, it is some- thing the people want, but they don't know it. With reliable patrons who are doubtful, install a water heater on thirty days' trial, and you will never have one come back. The water heater with the gas range in connection is a death blow to the coal industry for domestic purposes. Place it before the people, educate them as to its uses, and the salesman who knows all that the water heater will accomplish can sell it. 152 AMERICAN GAS INSTITUTE. Work Day With You No Match Needed J!!? tcr Gas Water Heater Detroit, Cit,y Gas Co. , Sons, 261 Graiiot Ave. Detroit City Gas C< Hot Suds Gas Water Heater DETROIT CITY GAS CO. 144. 230 Woodwirc cm't Shrink I*S* There 1 ! somcthinE attractive about a hot bath and vn children won't shrink from the rc B u< '' ''* 4 ^* 4^ Hot heatingwaterthaninanyotherway! Kflfcfr ^*& 1 Have yeu thought of a cheap and easy way 1 ^> fc/n '\ '" 1- 1 Vr L to get hot water this summer! A way which "% ''' 'v '* Have You Thought of ^ ^ % ;- ^V ^^j Water A Gas Water Heater?" "b/ ' *V* '^ This is the easiest and cheapest way the quickest and" coolest way. You can install a gas **(,** O water heater in connection with the old system x.^ Do or entirely independent of it, its operation costing as little aa two cents for every 25 gallons -, of hot water you obtain. You can get hot water anv time, any quantity, from any hot-water faucet in the house. You The gas needs to burn only when hot water is wanted. You need this water heater if you want a /****, Use one can afford it. 8ee sample at your nearest dealer or in our Price $10.00 t** ^S3^ Daily? The Laclede Gas Light Company 11 716 Locust Street \ & If You Have :r ,ha> r,l in n,M water yon will appreciate the ralm Gas Water Heater Proof From Warm Spell Gas Water Heater Detroit, City Gas Co., Ask J. L. STENOEL, 330 Gntio,. M S144. DETROIT CITY GAS CO ISO Wcod.arJ NEW BUSINESS METHODS. 153 ARE "YOU CONVENIENT 'HEAP Grand Rapids Gas Light Co. Familiar With A Gas Water Heater? If One Were Placed In Your Home, Do you know how it would Krre you? The Ga Water Heater is an appliance which be ised in connection with your old hot-water tern, or entirely independent of it. But two or three minutes after lighting this ,ter, hot water can be obtained from any hot- water faucet in the house. The gas needs to burn only when hot water is wanted. You cai nt twenty In May, 463 people bought Gas Water Heat . Ask any user every one will advise you t< tall a Gas Water Heater. Price, $10.00 Don't you often want hot water and want it QUICK? Do you know that the easiest and cheapest way to get it is with a Gas Water Heater. GAS COMPANY FROM THE GLOBE-DEMOCRAT/^ A JACK Io4 A.MKHICAX (r.vs INSTITUTE. METHODS FOR BOX WINDOW LIGHTING, WITH GAS. By MR. EARL E. Lrrz. Here is a plan for box window lighting which we have found to be very successful, inasmuch as all the obstacles common to ordinary methods, such as heat, sweating, frosted windows and inconvenience of maintenance and lighting are overcome without disposing of the small light units so essential in effective lighting. We are now lighting a box window which is used to display tailor goods, 4 by 8 by 8 feet in dimensions, by means of two inverted lamps. The ceiling of the box window is about a foot lower than the ceiling of the main building, which gives the necessary room to hang the lamps from the outside of the window. In the ceiling of the window are sawed two fourteen inch circles through which reflectors are fitted level with the ceiling on the inside of the window. Openings in the reflectors are large enough only to permit the inverted lamps to pass through to tho globe, leaving them on the inside of the window, while the rest of the lamp passes out of sight above the window and is suspended in position by means of a pillar cock on the gas supply pipe. The gas pipe is run from the meter close to the window frame, where a stop cock is placed in such a way that it can be operated by means of a key from the out- side through a hole in the window casing. Beneath the stop cock is an adjustable opening from which a small brass tube which acts as a pilot leads to the lamps. In order to clean the globes or renew the mantles, the reflector is raised from the inside of the window, when the globes can be taken off in the regular manner. The mantles now in use have been burned for six hours a night for four months and are still in perfect condition, so the maintenance is very inexpensive. NEW B'USINESS METHODS. 155 BOOSTERS FOR PUEBLO, THE CITY OF PROGRESSION PUEBLO Or. .(..( Boo.t.r For Wld.-Aw.k. M.rcH, r.^L.t Booit.r For- th* Ent.rprUI.vg City NEW GAS ARC LAMP POINTS OF EFFICIENCY iiifllHBHMBB POINTS OF ECONOMY Und.r Niw COD- SECOND STREET II A IOOITEB F0 PL'ESLO, THE CITT OF PROGRESSION PUEBLO GAS AND FUEL COMPANY GAS ARC The outside GAS ARCS speak for themselves on the business streets o( Pueblo at night. 500 candle power cost less than 2c per hour. No charge for install they become broken, keeping lamps clean and in repair, turning lights on and off. May we install them for you? Tueblo Gas and Fuel Co. 15G AMERICAN GAS INSTITUTE. Previous to the installation of the gas lamps, the window was illu- minated by means of two electric .arcbursts each having three sixteen and one thirty -t\vo candle power lamps. The increased candle power given by the gas lamps was so marked as to cause all the passersby to stop and comment on the volume of light produced by "such small lamps." This appeals to me as being a practical method for box window light- ing from the standpoint of economy to the consumer, efficiency of light, artistic decorative effect, giving satisfaction as to temperature in windows and being a proposition that can be easily placed on a flat rate contract, as the lamps are governed from the outside cf the store. SIGN AND WINDOW LIGHTING WITH THE OUTSIDE GAS ARC. By G. W. MINER. The practical efficiency of the gas arc for lighting signs and windows has been thoroughly demonstrated by our company in the past few months. The gas arc with its brilliant, steadily burning white light is especially adapted for window lighting, and to popularize this method of lighting and to enable the consumer to reap the benefit in the mo?t Colorado Springs, Colorado advantageous manner, this company began pushing the Humphrey out door gas arc, on flat rate contract, midnight cr all night service, with free maintenance and turned on and off by employes of the company. The wisdom of this method is testified by the number now in use, all giving entire satisfaction, and the increasing demand. For sign lighting this arc is unsurpassed, and enables the consumer to light whatever sign he may have without changing same, and with no inconvenience to himself. As example we are now lighting two signs tluu NEW BUSINESS METHODS. The Lion's Share ,, ,* rl ,, y^P Detroit City CM Co MERCHANTS See what the Daily Journal said July 37 ' ' 9 5 ' of the New lm P r <>ved Qas Arc: If You Need Light C^sArcUmp not have the most of the light for the least money? BL*H, A SUCGESSFULGAS COMPANY MERCHANTS OPINION Gas Arc La nip Detroh City G M Co., Gas Arc Lamp Detroit City Cs Co.. H. A. PRESTON, (jL ~^^a^-^ Detroit City Gas Co. On* Streets Gas Arc Lamps Detroit City Cu Co., A brilliantly lighted store is one of the biggest business getters a can have. Is your store brilliantly lighted ? If not let us initali one of plated arc lamps in your store on trial, and then convince If you ar^ unable to call at our sales rooms phone us and merchant our nicltle its worth. The Fine line of Netlleton and Armstrong Shoes displayed in the windows of Foster & Gordon On East Main Street It's not hard to find the place, their windows are lit with GAS ARC LAMPS, the most modern way of lighting windows. SEE THE Gas Com GAS ARCS The New Light. JEFFERSON CITY Light Heat and Power A Record ^JsArcUm^ Detroit City C., Co. 158 AMERICAN GAS INSTITUTE. are notable cases. One upon top of a building, the other upon the front of a building twenty feet above the street. The transparency sign for the gas arc is also engaging our attention, and is causing a lively interest among prospective consumers in that line. In this connection, mention may also be made of the transparency sign, using an open jet light, lighted by a battery, which has been in constant use for over a year, giv- ing entire satisfaction. The increasing demand for this outdoor arc for window, sign and sign lighting argues well for its efficiency and future new business. REPRESENTATIVES PERIOD OF WORK. By Ms. H. E. MORTON. In cities of from 10,000 to 50,000 population many gas companies are not securing all the good, profitable business as rapidly or as economi- cally as possible, because their solicitors are employed only during part of the year, during what is called the busy season, from April to October. During the remaining five months active solicitation is discontinued. The solicitors are dismissed, and when April comes round again, it is found that good men are scarce, and when they are secured several weeks are required to familiarize them with conditions and in working up prospects. A good solicitor can secure business during these five months. While the weather is inclement, it is an ideal time to work on industrial fuel business, such as tailors' iron heaters, steam tables, rivet heaters, gas engines, etc. It is also a good time to work on store lighting, as it is easier to secure the entire attention of the prospective consumer, his own business being light, he has more time to give to the solicitor. After January 1st, when the weather will permit, the days may be well spent working up new main extensions for spring work. The orders may be secured and the hcuses piped, so there will be no delay in connecting all new consumers as soon as the main is installed. The shop men m;iy also be kept busy, and there will be less spring rush. If the solicitor has been receiving a stated salary, he may be paid a salary and bonus for this season of work, although results are more sat- isfactory if a salary and bonus are paid the year round. The bonus should be adjusted according to the revenue and kind of business secured- Newspaper Afcuertistng OPINIONS vary on the wisdom of this method of publicity, but for the assistance of selling domestic gas appliances and coke, it is conceded (and indicated by the examples here presented) that well-written advertising, made interesting, and changed often, is an im- portant factor in the work of securing new business. These illustrations suggest hundreds of new selling-arguments, styles for arrangement of advertising copy, and schemes that have been used in some communities that are applicable in many others. Gas advertising has materially improved within the past year and ranks favorably with the advertising of any other commodity sold. Much of this advertising was especially designed for local conditions and written by men connected with the local gas companies who, already having the ability to sell gas appliances by personal solicitation, were competent to secure results from printers' ink. 16? AMERICAN GAS INSTITUTE. GAS Be up with the times. 3 Rooms Piped for *1-50 for each add.tional room or 10e per foot and fitting. Michigan City and North rn Indian. Qa, Company We'll Pipe Your House For Gas at Cost. Complete job including fixtures $15 to $25 and your house not torn up. Let us show you a handsome line of fix- tures at little figures. Save gas by using Welsbach burners. YPSILANTI GAS COMPANY 716 ^^^^COMS E, A U T I F Your Home or Office Gas or Electricity Make* the homo beautiful, oheerful and bright. Now la the time to do your piping and wiring before the winWr weather -t. in. Ttapb..m. w United Gas and Electric Co. 138-142 E.AST SPRING STREET NEW BUSINESS METHODS. For Comfort We Need ^ V 0u .S LIGHTING 163 fti-feaL. ^^ig|^f5f EXTRA! EXTRA! ^ Ftjf ** VatKG* 5 Here's the Gas Range, and the Man's here too bat he's kind of modest about his face appearing in print. His face, however, is likely to appear at your home almost any day. to tell you about the Pleasure and Economy f Cook- ing with Gas. You will find Mr. Root a pleasant gentleman to meet . and you will enjoy a Un The Peoples Light, flea! & Power Co. 164 AMERICAN GAS INSTITUTE. aEW DEPARTURE IN CAS STREET LIGHTS ! Th. Fr.nk aoMnt or* h.vf ukn - . // w zjry to i: v:'.., ^4i/ mz lamps C. P. BwhtH, l.'i Smith Seventh St , _> lamps. Model ClotbinR Co . 17 South Sixth at , 4 lamp* C T. Xeborf. H South Sixth St., 1 lamp Friemnn & MOONk, 10U South Sixth St.. _' lm,,|..- Strow Cigar! Co., MS) Central Ave.. !) l.nnp* Sckett'"**** BOSTON CONSOLIDATED GAS COMPANY, ** ^5t5t*M Ioo , 5""' ,, .'"**4 ("' ""' T.L..-0.. ,. B.,0.0. ,_ 2. WHI TT. "" to ^ '*" C*T^' O "ri s '^,W- " .-..^K- . fo,., ^ W - ^"ri_ S ANOTHER REDUCTION IN PRICE. 85c Oaa After July 1, 19O6. EFFECT OF SLIDING SCALE "^ ^^^'" f ,'^^ ^^Tji."" SU * 1 * 16 * PARTNERSHIP PRINCIPLE The pnncipl. of the hJl ^i, to pro.Me fo^the^PuWic^maximu^ e.ramV'.Ti'hThrrc'd^cl.on. ,1^" The P^"d' |h!r''c^p*!!x 85. GAS 15* REDUCTION Al e.Klenc. of the effecl of Ihb putlIt ^^^^J^ ^,^^^lc*?#,^^L^p\!^, IMPROVED SERVICE ^ '""JJ*^'^ '^,^l'"JSj^:^laT'^^n"'^m^ FAVORABLE COMMENTS '' '" ".'' 8' ifyi "8 10 '^"""p^f .i'lo."''^ 'SOOQ'^^^ ACKNOWLEDGED cOlTriol"ci' m 7 cfd^c t^" umfactorr^ervice We are BOSTON CONSOLIDATED QAS COMPANY, Telephone 169O Oxford. West Street, 166 AMERICAN GAS INSTITUTE. JMESLJOLLIFICATION 2 3 DO IT INEXPENSIVE.. LIOMT. OUR? PROPOSITIONS FOR FITTINGV * RE <> REASONABLE, ANofc * ORD TO BE WITHOUT IT. Ottumwa Gas Light, Heat & Power Co. Phones 101. Elk Baildini. IDS S. Green St. WHY FOR NOT USE, USE GAS.. Jones' Jollification Jones give a par(y last night. The guests Jried to play "1 spy, but the lights were so bright that everybody "spk-d," and ttiey had to turn out the gas and play m the afterglow. Jones is mighty glad he took advantage of our speciil pipe and fixture ofier. BINGHAMTON CAS WORKS Jones' Jollification and-kell, the fire department was called upon to rtln guish a slight blaze. ' ,!;'"'"" * I Jones got pretty busy thinking bol .,.'- Li K i.t r*n ture oDer then. j ftinghamton Gas Works s.TSs.-asrHS 1 ! rs?'i^^!'" fi - Mahanoy City das Co., First National Bank B'ld'K, A. E. Bolms, H E r. K Ar. Businessman S GAS ARC LAMP jfoa. pr tt.y .tact Flint Gas Company. r-s^ NEW BUSINESS METHODS. 167 PROMOTE The Nat interests of Salt Lake City by identifying yourself at one* with THB NEW Q A3 COUP ANY. We are spending an enormous amount of money is the con- struction of a first-class modern plant and system of mains, in order to give the belt possible service. We will be prepared to do all cooking and lighting better and cheaper with GAS THAN YOU CAN DO IT BY ANY OTHER METHOD. The work of installation is being pushed forward with all pouible speed, i as the mains are laid in the streets we follow with a force of mm who < pipes into the houses. It will facilitate matters greatly if we can have your applica- tion NOW, so we will get all of these extensions laid into the buildings this fall, 5 being laid. You do not need to spend a cent until gas is ready to UTAH G AS <& COKE CO. THE NEW COMPANY OFFICES 61-65 MAIN ST. PHONES 4331 V 'ghtest Light -ax- Lightest Price ..GAS BURNERS.. Incandescent Gas Light Cheaper than ^Coal Oil $8.90 Comparative Costs of Coal Oil v. In- candescent Gas Lighting:. In the following estimate we have taken an average of five to -IFOR 30 DAYS ONLY We will pipe four rooms furnish and hang ready for use four neat gas fix- tures for $890. See ITHE COMPANY $8.90 Ga, Co. THE LIGHT THAT ILLUMINATES imp This is the cheapest and best light ,on the market for store lighting.^ You have no cleaning to do, no mi tels to buy, no minimum charge. Give us the order and we do the Sioux City Gas and ^J Electric Co. 168 AMERICAN GAS INSTITUTE. A HUMPHREY GAS ARC Represents AM That Is Desirable in Ughtmg This is abroad assertion, but took at the merchants who are using Hum, and judge To yourself. 5 oo actua, [not a ficuc.ous 2000) c p at an actual cost of between l^and 2 cents per hour. The most o t for the least money. Ft for the arc man. GOOD REASONS AGAINST GOOD The Great Illumination On Washington Ave. Is Caused By Five of the New Humphrey QasArcLamps In Front of the NewAlvaradoTheater INQUIRE FOR INSTALLATION TERHS. OMPANY Bill Phone 76--alley Phone (W^, Bei?Nione 76-all8 Phone 1033. NEW BUSINESS METHODS. 169 Chicago Heights Gas Company Office Open Evening. Four Leaders of the 40O Gas Ranges We Are Going to Sell to Chicago Heights People This Season- CHICAGO HEIGHTS GAS CO 1616 Otto Blvd. 170 AMERICAN GAS INSTITUTE. Overcome By Meat? Get A Gas Range Gas Ranges $15 Cash Or $16 S3 Down $1 Monthly Many * womin has bte-i OVERCOME BY HEAT in the kitchen because he persisted in using the suffocating, labor and dire miking coil stove. Tnere u NO REASON for not putting in COOL GAS RANGE, which COSTS NO MORE TO RUN ihan it does to run a coal stove. Two more hot months are still to come, and The Knoxville Gas Co. Both Phones 99. NEW BUSINESS METHODS. 171 To the Citizens of Pueblo From The Pueblo Gas and Fuel Company OF SPECIAL INTEREST TO EVERY CONSUMER AND PROSPECTIVE CONSUMER OF GAS Save this part of the newspaper and keep it for future reference. Interesting and profitable information for you. We wisSto emphasize our desire to give satisfaction to every customer on our books. If you are in trouble or in need of information and have not seen, our representative, don't wait for his second visit, but send for him. Pueblo Gas and Fuel Company Ironing With Gas The irons may be heated just right not too cold one rrcnute or o en ^ ^ ^^ ^^ ^ 5tove musl ^ us( j ;fA^r o tn^^^ j Pueblo Gas and Fuel Co, 172 AMERICAN GAS IXSTITTTK. HAVE YOU EVER COUNTED THE COST? By adding to your coal bill the cost of removing the ashes, the extra soap necessary to remove from your curtains that oily,, bituminous grime, the extra sweeping and dusting neces- sary to overcome the dingi- ness in the appearance of your walls and ,flx>r cover- ings, all due to that antiquat- ed coal range in your kitch- en? If you have you have found that you are losing dollars annually and time and patience daily, all of which could be avoided by getting a gas range, an up-to-date appliance without which no Kitchen can be considered modern. II you have an argument against it come and tell us. Maybe there's something you haven't learned about gas. Phone if it's more convenient, but a visit to our show room will prove more interesting and instructive. BOISE GAS LIGHT CO. WITH THE THERMOMETER in thru figures it certainly isn't pleasant to handle hot lids and face bu-ning coals in an already over- htaltd kitchen. No doubt many people allowed their fruit to rot or to spoil in its preparation rather than to contend with the furnace like temperatures of their coal stoves. Their neighbors with the Gas Range took things coolly canned their fruits without any unusual incon- venience or exertion, and are happy in consequence despite the weather. Don't think that Ihis hot spell is only temporary, (he weather man says otherwise, and from his previous records and experience he ought to know. There should be no special lime for Gas Ranges. You will find them seasonable at all times. II you haven't made up your mind as to what ycu want in this line. come to the office and we will help you out in a selection. No better counsel can be given to the housewife trun an earnest recommendation to acquaint, herself thor- oughly with the principles of . Gas Range. She will be amply rewarded when her eyes become opened to the greater scope available as compared with any other BOISE GAS LIGHT CO. Let Us Shovel the Coal and Cart Oat the Ashes Y OU Swelter JLU-elfa., v...-. This is hot work for a summer's day, tent it? , your household duties. Yo< Boise Gas Light Co.,jM BOTH PHONES A Sign of the Times THE new Bplgra- via Fins on Main, be- tween Fourth & Fifth streets in this city wiD be equipped with 20 Gas Ranges some are already installed. modem In their ideas, versed by reason of their long experience in ill that best meets i desira- ble tenant's wants. Mean- while, they protect their prop- Boise Gas Light Co ONE HUNDRED AND THIRTY YEARS AGO ^^ your ancestors declared their independence. Why don't you do the same today? -Their tax was no more burdensome than rhs tax you impose upon your health, strength and pocketbook h\ using that hot old coal range. Declare your independence from the coal man. the scavenger and that autocrat of the kitchen, the sen-ant girl, by getting a gas range and living in freedom and comfort. Our service is reliable, up-to-date and economical, our ranges the best made and our terms easy. BOISE GAS LIGHT CO. BOTH PHOM.s 1100 MAIN STREET NEW BUSINESS METHODS. 173 Boys! Boys! Boys! And Girls, Too? Free BatHin, Suits W^t tO Go tO Ae GfCUS? ONE SUIT FREE PEORIA CAS CO Ot rtlTMSOX Now Get Busy Right Away Yonr motitr nwdi the itove and we want yon to jo to the drcni. Tell ber the may hae A Whole Year to Pay for the Stove Peoria GasCo. ARE YOU USING KEROSENE? IFSO ^ WANT YOUR LAMPS FOR AN EXHIBIT. Get TtyeJWinv 5 Rooms *? 5 Rooms FOR $J3.25 ^ PEORIA GAS CO. ... : .:.:" M ''' Unkle Jo Canon Will Hav to get a hump on h.tnself or the bed of the Na- of faml.es and who propose, to revi. our spellin. will be to strenyus for him. and Unkle Jo ,. l.ahle to hang fire when the nominashun for President comes along. To be sur. Unkl. Jo ha. bad a scrap w.tb the Hous of Representatw. about the admishun of Oklahoma and told Gompers where tie ot to git off and go way bak and sit down, but if he expects to be poplar witb the Amer.kan peple. he should git up in the morning and advise ev- erybodie to cook only with gas. bekau, gas is the cheapest fuel tor cookm. and ekonom.e is tKe rode to welth. If you will call at 126 E. Mam Street, you will f,nd an endle, vanet.e of appliance, for carryin on your domestic aience wot It. Kome early dhd often an<* 3 wKat is t>t {or an up to date WW ^ v ?!- ^rii'V"5^2Ii>I . Cool and Contented i You Surely Would Like to Be GAS Means Cool Homes 90c GAS Means the. Most Economical Fuel Is More Economical Than Ever CooK With Gas And Have the Benefit of the New Rate Jackson Gas Company,! 260 EAST MAIN ST. 174 AMERICAN GAS INSTITUTE. Is Yo, House Piped for Gas? ^ ^ 100 SPECIAL IOO <*- Sale $13.25 AND GIVE YOU ,o MONTHS TO PAY FOR IT This is , specUl offer and applies to any house located alone the line We shall be pleased to lumish any further "* rw , buftfln, PEORIA GAS COMPANY 125-127 N.Jefferson Ave. We olfcr as a special bargain a number of Second Uan.l Ga. Kanscs at extremely low prices. Do not miss thi* o: acquiring a Ran s t at nomini! cost Sale begins Monday. A Montgomery Light & Water Power Co, R. J. CHtieUS. KM-ftwM tWd IM|. WANTED-AT ONCE ALL THE OIL LAMPS IN PEORIA Any old kind of an oil lamp goes For the Next JO Days we will accept your"old oil lamps" as part payment on each order for the installation of GAS PILING AND GAS FIXTURES in any house located along the line of our gas mams For the Next JO Days we also offer to pipe your house and install neat, modern, up-to-date ^as fixtures-complete, ready to light, in 5 Rooms for $13.25 $3.25 with order $1.00 per month. 10 months- and we will take your "old oil lamps" as part payment AN LISTEN FURTHER Prices on gas stoves reduced 10 to 20 per cent = $1.00 monthly payment.v-Free connections To take effect Monday, July 16 Cook With Gas SI.OO A Month Free Connections IT IS CHEAPER TO COOK WITH GAS THAN WITHOUT PEORIA G A s" COMPANY, 125-127 N. Jefferson Ave. V/E HAUL CAS STOVES rffiVESTOPf [DIN FRONT OF TfOGR HOUSE YET? NEW BUSINESS METHODS. 175 The Four Prize Winners of the Gas Contest The Following are the Four Best Letters Which Took the Gas Prize Money: MRS..A. KRONKOSKY BRO. GEORGE MICHAEL MRS. JOHN W. ROGERS St. Mary's Colleje 210 Lexington Avc. B.'E .-. MRS. D. E. KOPPEL The San Antonio Gas & Electric Company wishes to express to its many consumers who took part in the recent gas contest its hearty appreciation of the many interesting points their letters contained. To those who did not win prizes, the Gas Company will send by mail a souvenir of its appreciation. $13.00 GAS COMPANY 176 AMERICAN GAS INSTITUTE. The following is a list of your friends and neighbors who have purchased Gas Ranees from us during I (May, 1906 If you haven't a Gas Range, or it your Gas Range is small or old better see our- line of modern ones. GRAND RAFIDS GAS UGH I COMPANY. In addition to the following, we have connected 150 Gas Ranges sold by dealers during May. Green and White! When House-Cleaning T HE colors chosen by the Board of Control for the coming Irrigation Congress could not ber more significant- the white for cleanliness, the green] for coolness. Doesn't the very thought of them 1 make you feel comfortable? But W 0u ld,tnotbe l.m<- to figure on Boise Gas Light Go. llth 6 MAIN STREETS. BOTH PHONES NEW BUSINESS METHODS. 177 GAS WINS EVERY TIME STOVE IS 4 PE/)CK ? COOKED THE WHOLE TO P4Y Ift We Sell the "Hurry-up" Kind. $1.00 a Month PEORIAGASCO. " te.. COMPANY 125 N. Jefferson Ave. WILL YOU Sell us your old Water Heater; Suburban Gas Company, GASSTOVE& $1.00 A MONTH MORIAGASCO. "i^N. Jefferson A- G B..g'e ] ' >" " f ' ,"CE ^ '.' Vf"l "'"" SV*" BR^ni5SSISjai 178 AMERICAN GAS INSTITUTE. PEORIA GAS CO. '^N-W^A \i:\v BUSINESS METHODS. 179 *000 CUBIC FEET OP GAS WILL TILL A ROOM 'we Arc Giving Away LOOK AT THIS No. 148 "Chlca COOK YOU CANT KEEP COOL GAS 1G A S ^ 3 ;eo Month Co. fhis hot weather going all the WE SELL $20 JEL $20 EASY (jl |f EASY PAYMENTS. fj ~\\ I PAYMENTS. . Jr 4T l r Detroit Jewell mat v. all the time it's killing to try it. have sold over 1000 Gas Ranges caspn, and now want to sell another 1000 Our proposition is this: You come to our show room and select* Gas Range (any one you wish) pay us $5.00 with order, and the remaining difference you may pay $3,00 each month until Gas Range is paid for. Now, if there is no gas service pipe in your house, don't imagine you are going to be put to an additional expense ; we run that pipe Free! Free!! Free!!! from the gas main in the street to your Gas Range in the kitchen. Other companies make you de- posit from $3.00 to $5.00 for a gas meter; we give you one FREE OF COST COOK WITH GAS The cheapest and best fuel on earth .... Come and see us. Houston Gas Co. 604 Main Street They all are, but this one with its elevated oven Is particularly so. No stooping and easy access, of baking and broiling become one round of pleas- ure, and meal time can scarcely come fast enough. GAS COMPANY. Gas Range -- ,** $i 3.5O 180 AMERICAN GAS INSTITUTE. THIS IS GAS STOVE WEATHER Going to Buv TWs Season?-- GIVE YOU ONE YEAR To Pav for This One COOK WITH GAS $13.60 TOOK F r St> UnUke a Coal Stove ' nee Cubic Feet of Gas Free With Catch Stove Ordered and Installed on or Before August 10 Do Not Wait Until Next Week Order Toda.y Here Are a Few of the Stoves, a-nd Here Are a Few of the Prices No Charge for Connections $13.60 Tint Payment 11.60 11.00 a Month 12 Months This Offer Applies Only to Stoves to be Connected in Houses Located on Streets in which Our Gas Mains Are Now Laid. TELEPHONE US (MAIN 177' : WE'LL SEND A MAN TO TELL YOU ALL ABOUT IT SPRINGFIELD GAS LIGHT CO. FIFTH ^CAPITOL If Breakfast Is Needed In a Hurry 'COOK WITH GAS \ ELECTRICITY Trlrphonr, B.I1 323 Home nrooin SI. Friicii ind Wnr S OttK FOM I A. . UMTIL I T M. NEW BUSINESS METHODS. 181 Cook With Gas sts* rs.r /TcS 1 ^ SbS^f'aO fnn yS&*~* *U/1 THE GAS COMPAQ l^rOWERAYB, SCPER10L 182 AMERICAN GAS INSTITUTE. Do You Ever Go Home from your work and find your poor wife fretting and fuming simply because the old wood range refused to work, then find you had to sit around an hour or so waiting for something to eat? This trouble can easily be avoided if you buy a GAS RANGE AND COOK WITH GAS Gai Ruga Mil for (cash or installments) $16.00 Amount Down $5.00 Per Month $3.QO Until $16.00 has been paid Houston Gas Co. ** MAW STREET BOTH PHONES 70 HOUSTON, TEXAS WE WILL BE "DELIGHTED" TO HAVE YOU CALL AND SEE OUR SAMPLES Sally andJ_Are Out I Detroit Jewel Gas Range _jj Lcokswellinth, *** Kitchen Keels bet- ZSSzJ^Z "' Z I Your Extremit y i i e ;K r; am! lo.lc it Lt us send SACINAW CITY CAS CO.; With I Gas NEW BUSINESS METHODS. 183 " s* A^ GBl ^^ N ANTONIO Ge^ TDflllQI C Tfl HoOSOis aass=j= 184 AMERICAN GAS INSTITUTE. GAS RANGE Itfh MM i. o. - anii SMWv. c*.rl> Sioux falls 6as Li:WHAT QAS COSTS: Burn Gas For Cooking ^&?$ Detroit City Gas Co. XOUe.n figure all that time required in cutting kindlme. preparing the lire, carrying out ashes, as saved when you burn Ga.-just turn it on-light it that's all there is to Gas- simple as can be. Sacramento Electric, Gas and Railway Co. NEW BUSINESS METHODS. 185 4 of Every 5 Households in Chicago Heights COOK WITH GAS If you re not ilreidy equipped for this modern fuel. There ire i hundred reison, why you should be. If. easy. suit, and connect them free CHICAGO HEIGHTS GAS CO. Q BREAD IS IDEAL, WITH GAS v^^w^--v ' Y You can bale a, tine bre,J { a. your neighbor, if you do,, \ she is Joing-'Cook with Gat. \ Ga,/i uniform :a hear- glr- < ing. Doesn't rely on era!*, no, .change of wind, ffsr the vartou* tame always. It bakes bread to Got* that line col, particular cooks like: time the range tc th Don't hare to be w. frequently, as you vou cook with coal. Sheboy an Light Company, Robert Young, Manager. Phone 154. 618 N. 8th St Some peoplo expect a Gas Range of standard size to do all the work that a mammoth coal range would do. That's hardly fair, is it? Still other people look upon a stand- ard Gas Range as a side issue, an ad- junct not to be treated seriously. So they do most of their work on a coal ranj?'. A good Gas Range will do everything a coal stove can do, only better, quicker and cheaper. If your Gas Range is taxed to the ut- most, because you have a large family or because you do lots of cooking, you will be greatly interested in this now Double Elevated Oven Gas Range. We have sold many of these Ranges in Pueblo aud from the owners of every- one come the most enthusiastic com- mendation. Visit our salesroom. THE PUEBLO GAS & FUEL CO It is adequate to supply, and docs supply Good Gas at Good Pressure. You find Gas Cheapest and most satisfactory 186 AMERICAN GAS INSTITUTE. By Mr. F. C. Brewer. Tacoma. Wash. NEW BUSINESS METHODS. 187 As t up ca ranges go ii kit.-ben dru.Jgery goes out. All O'-er Tacoina yesterday were coming inquiries about how to get a gas range. We run Bulletin Vffl. lor Gas Consumers "lungs" of the store. 'These openings should be kept clean. Wipe them jmt often. Don't let that fine little tip through get stoppr.l up. If it does, then you will say "poor gas;" "bad pressTre." and no heat. If the flame 1 does jet weak, the oven slow to heat, telephone our com- plaint d e pa r t ment We make no charge for adjusting burn- Gas Co., Last week we installed 24 big shine gas arcs in the People's Store basement. This big Santa Claus center with its great toy show is going to have " Shtfort' highlight is going to trading as i There is no charge for installing these big lights where the building is filled aintain them for 50c a i#%$r 5*3^ ^C . Bulletin VII. for Gas Consumers The flame of a gas jet gives light, but little heat. The blue flame on your gas range gives no light, but an .intense heat. See to it that you get the blue flame on vour range. If you dont get it, see that the burners are clean. If there is still trouble, ISamtTepa'rtment No charge H made for adjusting ! Gas Co., By Mr. F. C. Brewer, Tacoma, Wash. 188 AMERICAN GAS INSTITUTE. Turn The Tables icn You're All or put your husband to work in the kitchen THIS IS OUR OFFER: Two ranges will be given away FREE. With every gas range ordered before August 17th we will issue a numbered coupon which entitles holder to a chance to get free the range that is ordered. " h r^J%f Worn Out From Worrying With a hot Dirty coal Stove, just Think of The Easy Time others Are having and For Coolness Sake Cook With Gas FREE DEMONSTRATION by baking biscuits, bread, etc. We show how a Gas Range is superior to a wood or coal slove. Free hot biscuits served with maple syrup, Monday, July 30lh. at M. L. DeBals' Grocery Store, corner Broadway and 32nd street, and K. M. Rabidoux's Grocery Store. 1701 Woodside avenue. -,. BAY CITY GAS CO. ** * ^irc"* Here's One of Them-No. 83, "EcliDse" GOING TO THE CIRCUS, BOYS? $13.60 SL60 Down. 51.00 a HERE'S YOUR EASY CHANCE Monlhs. PEORIA GAS CO 12.-U1->-7 v.^ D ^,, *+*"\^ N. B. Salesr 125-127 NORTH JEFFERSON oom Open Till 9 P. M . Safnrday NEW BUSINESS METHODS. 189 $1.OO an Hour. r propcxi niiou. We want fifty original ad forth the .dv.ntagen of Gas tor Cooking, Gas for Lighting, Hot Water Heaters, Electric Lights and Electric Fans. We will nav one dollar each for the best fifty ads w,- get on theWsubjecU, You are at liberty to write ns many as you wait to. Pick out your subject, write your ad aud send your copy to the Advertising De- partment of the Lincoln Gis A Electr,,- Lighting Co. Sijrn your name to the advertisement and each jnorn- L , and get your _mo,. . . , . ^ ^ $50.00 in Prizes ANYBODY CAN TRY For the best fifty "ads" received we will pay OME DOLLAR each Lincoln Gas & Electric Light Co. e ID and get your money. There are many things to be Saturday Morning At 10 o'Clock AT THE GAS OFFICE Balloon Ascension A ticket attached to each balloon worth $1 on the purchase of a gas range or 1 Oc in cash Are You Interested IN LINCOLN'S WELFARE? We Are \Ve want YOU to help us with a book- let we are getting up. It is to be a. work of art, something that every man. ( woman and child will be proud of. We Need Photos Send in any you may have of your home, place of business, church, school or public buildings, any park, pretty nook or drive in or approximate to Lincoln. Don't Forget That we need data setting forth tne city's resources and growth, also the extent of the various business interests. There will be absolutely no expense to those contributing. We will furnish to any oni free of cost a supply of these, " Booster Books" when they aiv ready. Be a Booster! Start Now! Lincoln Gas Company ANOTHER JOY FOR THE BRIDE We will give m ditcouf $5.00 to Juno Bride* LINCOLN QAS AMD ELECTRIC LIGHT CO. Keep Cool Breakfast in Fifteen Min- utes if you Use Gas p9&9We to oomieot r-t BE READY GAS'-COQKINn One Way of Saving Fuel Practice /f. KindotRa F-^ Spring Announcement Ranees, SI 5.00 and $17.00 192 AMERICAN GAS INSTITUTE. Modern and Up-to-Date Hotels and Restaurants Demand Modern and Up-lo-Dale Kitchens The above picture shows the complete gas kitchen of the SCHILLER CAFE which contains 1 the latest improved cooking appliances in use today. The Convenience, Safety and Economy of all gu appliance* it what appeals to the progressive person. No dust, dirt, soot, smoke or ashes. GAS-The Cleanest of All Fuels You can do all your cooking with Gas at a less expense than with any other fuel and at the same time reduce your working hours by one-half. Our representative will call if you phone Standard 1144. ^\y MADISON CAS * ELECTRIC NEW BUSINESS METHODS. 193 Throw Out Your Coal Stove Cook With Gas This Winter ECONOMY Ask Us About It V Binghamton Gas Works V***j ^s5?~~ ** :i :: 'fttaT* 5 -^^' *Aeap OflXe/J/W ^flrtSfe ^BB**^- ^Sb*S.^-- -^,,? "A GAS DREAM" (NOT A PIPE DREAM I) "Light is life, says the medical taan Sunshine is best, so get all you can. Cias is next best, to use in the night, SS it has'on it a Welsbach light. Nomoke, no dirt, no chance for a nre , Beats gasoline, kerosene and the elec. c wu-e. 5jo BINGHAMTON GAS WORKS ....o c/*~ will create more favorable comment from your family during the entire year than anything else we know of. I, will also create more envious fcelinjs among those housewives who haven t one than nnythint; else purchased at Chnstmas t,me, as it is in use daily the year around, We regret the fact that envy should creep in. but it surely follows anyone's successes. Your neighbors will have a range as soon its Aev see how beneficial it proves for you. and m the long run you will be doing them a good turn. today. $5.00 down. $2.00 Binghamton Gas Works AMERICAN GAS INSTITUTE. [The LacledeGas Light Col 716 LOCUST STREET - . - - ST. LOUIS MO "ST, LOUIS TO THE FRONT" Just a Page of History Showing the Rapid Strides St. Louis Has Made in the Last Fifteen Years of Progress FIFTEEN YEARS AGO FIFTEEN YEARS AGO you could buy coal for He a bushel FIFTEEN YEARS AGO you could buy hard coal for $5 per ton FIFTEEN YEARS AGO you could buy gasoline for 12cagallon FIFTEEN YEARS AGO you could buy gas for '$1.50 per thousand cubic feet FIFTEEN YEARS AGO a standard K as light gave only si.xteen- candlc power light and consumed 8 cubic feet of gas per hour FIFTEEN YEARS AGO the women of St. Louis were carrying- > ot tons of coal into their kitchens TODAY -TODAY coal costs you 12c per bushel -TODAY hard coal costs you $8.00 per ton -TODAY gasoline costs you from 15c to 17c per gJton Is only. 80c per thousand cubic ie-t -TODAY a Welsbach light gives 80 candle power and only consumes four cubic feet per hour -TQDAY over 60 per cent of the housewives m this city have banished the coal hod for all time These prices grow larger as the qu; ilitics runs ns high a* 15c a bushel. The rate on gas alone is always the THERE'S ANOTHER POINT chised grows smilLr. Gasoline by the quart costing 20c psr gallon. .vhcther you use 100 feet or 1,000 ft*t , ROc per thousand ft. to < THEN AND NOW : today as go > There are thousands of gas fixtures in this city that have been in constant service during the past fifjeen years and ; iciv. How many conl oil lamps are in be found today that were in use fifteen years ago? There arc any number of gas ranges being used today that were installed ten or fifteen years ago and are in perfect working order The greater the comparisons the more evident it becomes that Illuminating and Fuel Gas are tfie prominent factors that have made the wonderful growth of St. Louis a possibility. With the above positive facts relating the costs, how can you afford to longer delay using gas? Had you purchased a gas range fifteen years ago, think \>f the work and worry you would have escaped. All other commodities have greatly advanced in price, but we have not only reduced the price of gas during the past fifteen years, but we furnish free of charge a thorough instruc- tion in its economical use through our Women's Department. uvj t w Do you know the riglit and wrong way of lighting your gas range ? lYl^t V- TV : Do you know how to read your meter? Do you read i D.i you know the right thing to do when you smell gas? Do you know what yoar lower oven is for? Do you i Do vou know of the many ways you unconciously waste your gas? Do you 1i i a. TIME SAVINS With Gas n't cook dinner all the morninj I keep your kitchen hoi. eleven o'clock light the Gas ONCE AND FOR ALL, Once you buy a Gas Range yoursummercoolting arrange- ments arc made (or good and all. The range will last year in and year out until s quickly and meal is ready. The Gas Range Is always ready. You will be surprised ot the time you can save If you cook wllli gas. Remember. July. August and Sep tember aie hoi months. Plenty or time to enjoy gas this season. Customers on a Gas Main can get digging and piping done within a day-er two. if you order todav SEE US MICE IT OFFICE. OneontaliciritSPwerCo. There's Oneontaliglit&PowerCo Balrd Block, Has your bank account gone up in smoke? Not if you use $5 Down Gas for cooRing! --* I ANDt will i" st; Wood and coal eat up the money; gas saves it, I A' in voiir home Talk it over with your neighbor who is usine a eas I CAS RANGE Talk it over with your neighbor who is using range; then you will order one. We sell them at cost. Froir S17 00 up, S2.00 down and Sl.OO a month. Make !1 connections free and give you a Welsbach light. rw+ ^ ^ I Port! Tacoma Gas Lig'ht Co. 1 Qas Mam 33 lOtK and ' ' PortTownsend Works Three Meals Wanted times daily. Cooking these meals over a red-hot coal (ire- when the sun is on duty For summer comfort, by all means, cook with gas. Spare a little money and buy a Gas Range. The Gas Company charge SU.tt for Range and do free Do You Know noTknowIhe comfort and economy in using savinp in time, strength and worry alone *cSld be ample cause to put e ce n as much , 5 ' We 7 But % a s 5 Z y a a re C heap, why wait. PortTownsend Gas Works Part ilatl lattroua Part Jfaur OKIGIXAL and effective methods are used to reach regular trade and that trade also which would not be appealed to by daily news- paper advertising. To prospective purchasers of gas appliances, industrial gas, house lighting, store lighting and other trade, the circular letter, mailing card, booklet and folder are sent by many companies and splendid results reported. Plans for attracting attention or securing the favorable impression of the general public, preparatory to other campaigns of sale, and numer- ous special advertising methods are here shown. Illustrations of these are intended to be of service to companies desiring to publish new lit- erature. The booklets circulated by manufacturers of gas appliances display improvement, many being prepared at great expense; these can be used to advantage by gas companies if mailed to customers and prospective ones. 200 AMERICAN GAS INSTITUTE. " The Lindsay Girl." NEW BUSINESS METHODS. 201 MADISON GAS & ELECTRIC COMPANY I9O6 nfSAT 123456 7 8 9 10 11 12 13 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 3O31 r a' u c Calendar issued by Madison Gas & Electric Co. The river illustrated is productive of an amazingly choice specie of black-bas. Further information might be secured by writing Mr. John Corscot. Madison. Wis. 202 AMERICAN GAS INSTITI TK. \ * J t*ir ^'"^ " ll , ,ot> u ' " """^ Mail Advertising NEW BUSINESS METHODS. 203 I Patented Inter-locking Removable Linings Detroit Stove Works Magazine Advertising by Appliance Manufacturer 204 AMERICAN GAS INSTITUTE. Booklet by Mr. Chas. G. Page, U. G. I. Co., Philadelphia, Pa. Booklet Issued by the U. G. I. Co., Philadelphia NEW BUSINESS METHODS. 205 FUEL THAT FACILITATES Examples of Mailing Cards 206 AMERICAN GAS INSTITUTE. \ "' ^j^ 11 ' J "' ''"" k ""-' "'"-" "C rak^LZ-'^l^'^Ar* ,t . ' SEND THISCARD TO lis'""" D F : you want to save money watch for our SPECIAL OFFER Heaters The Gas Co. J07-H E. Kiowa St. Ptuxu Mate 23 xsco- Mailing Advertising NEW BUSINESS METHODS. 207 Suburban Gas Company OF PHILADELPHIA Examples of Circular Letters 208 AMERICAN GAS INSTITUTE. ... Co the 8as Consumer I Poor Ciflht I Thc f a |l acy O f asaeninK that the "gas U ] Portland 6 i* ol the fii fl b*t Quality Ulc Know .* aol "" '"'" "^ '"*'' U you are not getting a go Ihe pipinr or burners. Ulc h* You JBoodaa* 15 'GAS is Poof\" VVHO SAYS "GAS ISGOOD'.' 3P.ME QUALITY OF GAS IS GOING TO EAGM BUR Hfl 3R SALE BY At Washed Pea Coke Absolutely the Best Fuel For Welding. FREE FROM SULPHUR. 35% Cheaper ( har Biossburg or Piedmon* Coa! THE CINCINNATI GAsCoKE.CoAL&MiNiNoCo. i5r ourthS i(!HCINNAII.OHIO. PERFECT BRICK "BTAINff) R\ ni,^. .. 'nte Gas Stove Habit April, 1906, we .old loo GAS STOVES. 90S, 7 " May, 1906. 78 " .. I90Jc .. .. j June 1906. " 114 CLEAN. COOL. SATISFACTORY. THE GAS APPLIANCE STORE at 141 Pleasant St., Maiden IS THE PLACE. Open day and evening. Mail Advertising NEW BUSINESS METHODS. 209 THE GAS RANGE and How to Use It The Laclede Gas Light Company SAINT LOUIS. MO. 1006 Booklet, St. Louis 210 AMERICAN GAS INSTITUTE. Mail Advertising NEW BUSINESS METHODS. 211 DIRECTIONS BIRNING Genuine Gas Coke Booklets Advertising Coke 212 AMERICAN GAS INSTITUTE. Manufacturers Advertising in Current Monthly Magazine CAS LOCIC NEW BUSINESS METHODS. CAS LOGIC Vol. | July. 19O6. Mo. 4. 213 -:v CAS LQC1C GAS FOR INDUSTRIAL PURPOSES q The ixsl and most conanienl fuel. ' CM be had I^SJ^f BURNER CLEANER 1'ORTLAND GAS 'LIGHT Co GAS SERVICES ' Tb pip. fron , ,,,,,,,, When the BIUIn t Set. More th.n T.. et ftack ol ,h. llulldln. t !, regul.r UedK to be B| M Ud .no MW I,,1I not eiceed ii.jn p., mnninK 5."' Mail Advertising NEW BUSINESS METHODS. 223 eeasary fixtures, thio need not Interfere, aa we haTe Jnt de- veloped a line of fixtures and are prepared to pipe your house at They are 10 deal] you alrtidy haTe and i yoo can hare any aou istrsssir;* feature la housekeeping, >or arid tf^ulpplng your kitchen nilh, the -WietnaiL i*t gas Is the cheapest perfectly tullt lr. ffTery particular, will accta'pllst'"^" 'e'ery Very truly yours. th."uIi*r r JlU t " r elJ "* l"w ("J^JJ^,^ jrj.r and m- , Tery truly, : TSX CUB 0S LtOSt ( 718 Locutt Str.at, City. Follow-up Letters, see Editorial by Mr. John C. D. Clark 224 AMERICAN GAS INSTITUTE. Cutting the Labor in Half THE SIBLKBAN GAS CO. A Gas Range Makes Life Worth Living! AND TIME TO LIVE IT Our Easy Payment Plan $15.00 < > $10.00 S25.OO:;'? ;';;.". BRICEGAS AND ELECTRIC Mail Advertising NEW BUSINESS METHODS. 225 BABES IN TOYLAND MAIDS IN JOYLAND GAS RANGE Theatre Program Advertising in New York City 226 AMERICAN GAS INSTITUTE. ln "*oCa,, OR BAKING BRI'.M> 'San Anlonlo Gas & Klectric Company San Antonio OM Mail Advertising XEW BUSINESS METHODS. 227 THAT DOES NOT FAIL. WELSBACH KERN INCANDESCENT GAS BURNERS. INCANDESCENT MANTLES FROM 3/- PER DOZEN WELSBACH KERN INCANDESCENT GAS BURNERS. From Ventnor, Isle of Wight 228 AMERICAN (i.\s INSTITUTE. FOR ^-* A *N (OOK.N60AS AN IDEAL FUEL MAXIMUM EFFICIENCY INSTANTLY AVAILABLE CLEANLY, ECONOMICAL, LABOR SAVING m WAT[R rOR HTQ1[N M $ m Bill Board in New York City, 1906 NEW BUSINESS METHODS. 229 Catalog, Grand Rapids Gas Light Co., Grand Rapids, Mich. Part 3Fro? OIn k* Part 3Fw? THE sale of coke is an important problem with many companies. Prices are at great variance by geographical location ; however, it has been demonstrated that in those cities where the public has been educated to the valuable properties of gas coke it can reasonably bo expected to dispose of all that is manufactured by the local company. In the Northern cities where house furnaces are used several months of the year, the entire output of coke from the gas works is but a small proportion of the total furnace fuel used ; some companies are now un- able to supply the local demand after their customers have become ac- quainted with its advantages over the use of coal. Several companies report that a new market is found for coke in th rural districts where wood is no longer plentiful. 232 AMERICAN GAS INSTITUTE. Springfield, Massachusettes NEW BUSINESS METHODS. 233 COKE SALES. By Me. R, A. FIELD. When a man is told that he is expected to respond to a given toast he generally does it by absolutely failing to mention that particular thing at all during the course of his remarks. If there is anything about "Gas Sales" to be found in this article, we must frankly admit that we don't know how it got in, as Mr. Williams' request finds us particularly inter- ested in exploiting that greatest of all zero annihilators, "Genuine Gas Coke. ' ' Five years ago when we started in to create a local demand for coke, we found that but a hopeless minority of the good people in this immediate vicinity had ever heard of it and those who knew of it only as a very doubtful fuel, possibly because the gas company had considered it as practically valueless and the few who cared to cart it away were apparently allowed to do so without the simple formality of even weighing out or making their peace with the cashier. About all we could rake up as a starter was our own boundless en- thusiasm and an underlying belief in the common sense of the people which we counted on to "Do the rest" if we could only succeed in pre- senting our modest claims in a way which would prove convincing enough to become educational. We began by burning it in our own office and by getting our employees to burn it in their homes so that they would be able to answer questions from actual experience. The first winter we installed a medium size base burner in the front of the office (which is steam heated) with the accompanying card, "The Stove, The Fuel, The Reason, The Results," tacked up near it and we kept the place so uncomfortably hot that almost every .one who came in remarked on the heat, and this opening was promptly taken advantage of by any employee who could get in a few words on the merits of coke as a domestic fuel, briefly touching on its cleanliness and the high economy which could be obtained from its use. In our newspaper advertising we early adopted one style and space and stuck to it, changing cur copy daily and taking up the coke question 234 AMERICAN GAS INSTITUTE. DAINTY WOMEN ARE Sometimes Forced to Handle -t Least a Portion of the Household Fuel. GENUINE GAS COKE On Account of Its Lightness and Entire Freedom from Dust wid Smut, Is Warmly Advocated By all Lovers of Clranlineu. *5.00 I'KK TON. TH-. ROME GAS. ELECTRIC LIGHT G POWKK CO. HAVE A SUMMER RESORT IN YOUR OWN HOME. BURN GENUINE GAS COKE It will bring the "Tropic of Capricorn" to the "Arctic Circle" and make your home a Summer's Dream set like a Jewel in a frost bitten world. TH? ROME GAS. ELECTRIC LIGHT 6 POWER CO. WHAT DO YOU DO WITH THE MONEY YOU EARN? GENUINE GAS COKE THE ROME GAS. ELECTRIC LIGHT O POWER CO. Precept vs. Prejudice Follow the Precepts of Common Sense and BURN GENUINE GAS COKE THE ROME GAS. ELECTRIC LIGHT & POWER CO. GENUINE GAS COKE li Actually the Finest. Cheapest. Cleanest. Least Troublesome Solid Fuel Known, If, all in Who Is Using It and How He Does It But It Might Be aH These Things for a Million Years to Come. .nd Yet. If the People Could Not Have Been Educated to Its Use 'twould Never Have Been a Potent ractor 01 Economy in the Affairs of Men. J4.50 PER TON. THE ROME GAS. ELECTRIC UGHT 6 POWER CO. We Deny the Soft Impeachment WE NEVER SAID THAT GENUINE GAS COKE Was Good Enough to Eat. But By Burning it You Can Get Lots of Good Things to Eat Th.t You Could Not Otherwise Afford. THE ROME GAS. ELECTRIC LIGHT 6 POWER CO. GENUINE GAS COKE 94. SO PER TON. THE ROME GAS. Cr.ECTRIC LIGHT O POWER CO. These Snappy Up-to-Date FeHows GENUINE GAS COKE Finds its Slaunchest Friends Among the CU,, WhoK Very Lives Stand for Progress. THE ROME GAS. ELECTRIC LIGHT 6 POWER CO. WHAT THE WISE Such an Act Shows a Dire Lack f Appreciation lor the Beautiful: But Shuttiag Your furnace Door Against a Blaring Fire of GENUINE GAS COKE THE ROME GAS. ELECTRIC LIGHT Q POWER CO. THERE IS MORE CONVICTION In a Thimbleful of Trial Than In a Demijohn of Talk. Harfshtlc lr,.* nrk.r, ll. f.l Trt.l fH.l a GENUINE GAS COKE THE ROME GAS. ELECTRIC LIGHT G POWER CO NEW BUSINESS METHODS. 235 from every conceivable standpoint; the whole idea being to touch on but one point in any one issue, and this was done in the clearest and most concise manner possible. Those who could be reached through a local daily actually got the habit of reading short talks on coke; its manufacture, preparation for the market, peculiarities, nses and economy, until it became common talk among the local advertisers that the gas company were the only ones who were getting all there was in the advertising game. During the last two years we have got out booklets (practically telling the story in words of one syllable), made house to house canvasses, writ- ten personal letters to prominent men who had the buying of large quan- tities of fuel, and in these letters we guaranteed certain percentages of saving and talked dollars and cents, not tons. The letters were followed up with sample bushels and half tons and then we sent one of our men 236 Don't be a skeptic Genuine Gas Coke >t ti.U per ton Delivered. Detroit City Gas Co., Screened and Dry Handling if r do thousands of tons every tnontli. guaranteeing drv and well screened Genuine Gas Coke Detroit City Gas Co. per lc* tJO WOODWARD AVS. AMERICAN GAS INSTITUTE. Spotted tvery Time as the cheapen, cleanest and best of Has Never Spotted the curtains or most delicately QAS COMPANY Your Neighbors ng iheir homei with Genuine Gas Coke arc saving money by so do-r. Why don'l you? Grand Rapids G, : Yes, You! You're the fellow we are af Genuine Gas Coke Detroit City Gas Co., J5.25 per ton. Good as Gold ihe Mtotttkmt <11 " Ck ' y Genuine Gas Coke Combines all the good quali Detroit City Gas Co., W. 5144. Coke Dtp:. MO Woodward Avt. -And don't foriet to telephone- Sound Sense Genuine Gas Coke All delivered promptly. Detroit City Gas Co., Valentines re for people in lov. Genuine Gas Coke Detroit City Gas Co., Cok. 0*t.-M. S144. Everybody "fries a,be, , [.the,. Reborn.. Genuine Gas Coke anj saves % besides a lot ol hard ort Chin light, uq, to handle, urn p., , OB . Detroit City Gas Co., THE BURNING QUESIT0N: CORE? Lay in your supply now while the price is low Auiiult Prior s;,.!ll l>, l,>, r,,'. September Price Sft.JO Delivered. Fort Dodge Light & Power Co. BIB Reduction In Ihe Price of Gas House COKE For the Next SO Doym ilze. per ton Screenings, per 4.25 5.00 DfllVHID ANYWKKf W TW (ITY. CAR.R.YING EXTRA. ftU VtUK UN NOW AND SAVt MOWV. Rockford Gas Light & Coke Company If I , I'HOSr. |6 Fill 'em up Genuine Gas Coke Detroit City Gas Co.. Coke Dpt . M. 1144. 910 Woodward A Indians oe Genuine Gas Coke t urk. Always Detroit City Gas Co.. NEW BUSINESS METHODS. 237 around daily to fire and regulate their furnaces until the prospective con- sumer or janitor became thoroughly familiar with the best methods of burning coke in his particular installation. This has resulted in our get- ting a contract with the public schools and two large churches this year, and in these particular instances the educational feature alone is worth more than the business, though as that runs into hundreds of tons, it is very satisfactory. We find that when a prospective coke consumer comes in to talk it over he is very liable to be wrestling with the idea that coke is somt sort of r>. cinder, and though he may know people who would not burn anything else, he still argues that if we take a ton of coal and burn a lot of gas and some other things out of it, there cannot be any large amount of virtue left, but when you make him understand that his ton of coke con- tains all the solid residual from one ton of coal and half of another, he begins to see clearly and the talking he will do in his efforts to clear the scales from others' eyes will pay big interest on the time it took to tell him how the thing is done. To the average consumer, breeze is dirt and to overcome the rather prevalent idea that coke must be a dirty fuel, we crush and carefully screen our entire output, delivering it in white canvas bags loaded into a white wagon with the driver in white canvas overalls, jumper and hat and they are kept clean. In muddy weather the wagon is washed before it leaves the works on every trip. All the coal wagons in town are painted black and when this outfit shows up on the street it is about as different as a white hack in a funeral procession. 238 AMERICAN GAS INSTITUTE. It's the Carbon in Coal That Burn GENUINE QAS "Is Fractically A.11 Carbon* It's all heat No foreign matter which does not burn KU IT'S TWICE AS BULKY . . See the point? Cost of one ton hard coal $7.5O Cost of one ton coke 5.OO Saving On Every Ton $2.50 30 PER CENT OF YOUR FUEL BILL SAVED Goes Just as far as hard coal-ton for ton-and costs 3O per cent less. If our directions are followed we guarantee coke to go night, not to burn out grates, and cost 30 per cent less. F^or Your \A7inter Supply INow/ and we will deliver it as wanted next winter Saving SO Cents Per TOM By Buying Now GAS COMPANY (. ** PHONE 301 I Do Not Confound On ton OT genuine | It I. true not onl. In It can be u roves a source of satis- faction. But first, last and al 1 the time, it should be borne in mind that to sell gas is the main object. Consequently the greater the number of people reached and impressed, the more direct and certain will be results. Like all other forms of advertising, it only pays when well done. Poor work does untold harm, but work conducted in a high class man- ner will appeal alike to the un- trained cook and the most in- telligent housewife. The latter appreciates the need of knowl edge on home topics and bettor living, and this work should not be ccnfused with the common methods of baking powder and cereal advertisers. Though we all believe in gas as an all-year fuel, many companies are still confining their efforts to enlarge business wholly to the spring and summer seasons.' The enterprising gas company engages a competent lecturer and cool:, for the correct course deals with the demonstration of the real thing, not fine-spun theories about cooking. She uses simple material and does no elaborate cooking, her chief aim being to make the audience believe that anyone can do the same, with a gas range. Housewives will have confi- dence in an experienced housekeeper where the beginner (though college trained) cannot persuade. No more convincing argument is possible than attractive, palatable meals, cooked with a small amount of fuel and apparently little effort. To the sharp eyes of the critical woman even that spotless apron looks vrlumes. The successful instructor does not 244 AMERICAN GAS INSTITUTE. talk gas iiicessently, for the range speaks for itself. People must IK- inter- ested first, and then convinced. A few words at the right time have more effect than continuous and repeated arguments. It is wise economy to secure desirable quarters for such a course, and advertise by direct invitation to the home, as well as through newspapers. An attractive room, neat display of gas appliances, courteous attendants and printed recipe slips are all features well worthy of attention. Bette- not do it at all, than poorly. Figures prove that even in a community where business seems to have reached the limit, the output may be greatly increased through practical Booth of New Orleans Lighting Co., Pure Food Show, 1906 demonstrations, not so much in placing ranges as in increasing the use of same among old patrons. It is not at all uncommon to meet women who have had gas run. yes Im years and yet have never used the broiler. This should be one of the points strongly emphasized. Few cooks realize the possibilities of the gas oven, and lessons on the "oven dinner" will enlarge its scope three- fold. The simmering burner has never taken its real place with the average cook, who thinks that the faster the cooking the quicker the com- pletion. To conserve and develop flavors, in many articles of fcod, a long slow cooking is required, and may be easily accomplished with this simple device. In teaching economy we are apt to forget that it means a wise ex- penditure, whether of time, energy or money, and we lay too much stress NEW BUSINESS METHODS. 245 on the latter at the expense of the other two. The thoughtful woman will see the great advantage in the cooking which makes it possible for her to save her strength and give more time to rest, recreation and en- joyment of family. Special lessons to high school pupils and gas chafing- dish demonstrations may be useful in starting prospective housekeepers in the right w r ay. Modern life knows no poorer makeshift than the boarding house, and the gas range has done more to encourage home life than any one invention of the age. The demonstration plan of reaching people may be divided into three periods: The gas company must reach the people/ the lecturer "hold 'em" and the solicitor must "follow 'em up." With proper co-opera- tion this trio can accomplish w r onders. Besides actual cooking, the in- structor should explain the construction of the range, its care and sim- plicity, how to regulate the flame and clean the burners, the approximate cost of gas in preparing various meals and how to read the meter. With all of these instructions carefully given much may be gained, but the millenium will not have arrived until brains are furnished with a gas range. ALL GAS KITCHENS. MR. IVAN A. HOY, Colorado Springs, Colo. It is commendable, indeed, to be able to meet competition and legiti- mately take part of the business away from an opposing enterprise; but it is much more commendable if one can legitimately put th other fellow out of business entirely. What I mean is that when we sell a man a gas range nnd et it along side his coal range, we are compromising with the coal dealers. We are getting only a part of the business, all of which rightfully belongs to us. The coal appliances are still set. There is coal in the bins and therefore with the slightest chill in the weather the gas range is left unused and the coal man is patronized. We have the best fuel rn the market, the most up-to-date fuel, and if we will only talk to our customer in the right manner we can get all his business instead of sharing it with some one else. All this leads up to the subject of our talk, which is "All Gss Kitchens. ' ' AA r rite All Gas Kitchen in large capital letters on your desk blotter hi front of you. Think All Gas Kitchen. Dream All Gas Kitchen. Talk All Gas Kitchen. Burn it, not only into your own gray matter, but likewise every cus- tnmcr vou have. 246 AMERICAN GAS INSTITUTE. Do not understand that I believe I can make an all gas kitchen in every house. I simply put it strong because the principle applies to even- house. There are several features that enter into the making of the best cus- tomer possible out of a prospective one, which might be enumerated as follows: 1. Being on the ground when the proposition is considered. 2. Kitchen heat. 3. Heat for late spring and early fall days, when the furnace is not lighted. 4. Gas bills. First, I believe the representative should knew ab< ut and call on per- sonally every person who is thinking of using gas, no matter how insig- nificant the order may be. If he is on the ground when the proposition is being considered, he can often by tactful suggesticn increase the propo- sition from the original idea. For example, if the customer thought of installing a hot plate, he can often place a range instead. If a range was wanted, often a water heater can be placed along with it. And now we come to the point again. If a customer wants to install a range and water heater, suggest that he take out the coal range and thus make more room for the gas appliances. This brings us to the second feature in the proposition, that of kitchen heat for winter. If the house has no furnace you will probably not succeed in getting the coal range out. If there is a furnace and no register in the kitchen. one can be put in at very little expense. Go to the local furnace man and he will give you prices and an idea how to estimate the cost so that the representative can tell at once what the expense will be. By. following up new house prepositions, the kitchen register can h<- put into the original heating plans with practically no additional ey- pense and you have a chaance at your man before the coal range in- vestment is made. Out of seven houses under process of ccnst ruction -t: my territory at present I have the contracts complete for all gas kitchens in three of them. Granting that our customer has thus far agreed to an all gas kitchen and the charge for a register from the furnace, we are up to the third feature to be considered, namely, that of heat for the kitchen on cool days in the spring after the furnace heat has been discontinued and the early fall days before the furnace is started. Some companies do and any company can well afford to put in a small gas heater without any additional charge. The heater, hose and hose cock- will ccst the company not to exceed $1.25, which is certainly a legitimate expense in a case of this kind. If your company will agree to do this, you can say that the company appreciates a customer of this kind and thai tiny will take care of him in this respect. These points settled, the customer will want to know what his gas bins will be. Can he afford to use gas exclusively in his kitchen .' You can say yes emphatically. Explain to him the different ways a gas burner 'can be used, high, efficient and low. That a burner turned \K\V BUSINESS METHODS. 247 down to efficient heat will consume only about one-half as much gas as when it burns high, and that a low blaze can often be used in place of efficient. If you have any all gas kitchens give him the names of the parties. For my own wrrk I selected ten of my average consumers who have all gas kitchens and took the monthly bills for twelve months ending March, 1906. The average bills per month for the year are as follows: $6.43. $5.26, $2.29, $6.80, $3.34, $2.80, $3.75, $4.47,' $4.45, $2.88. The general Exhibits in Annual Cooking School Contest, Milwaukee Gas Light Co. average per month for all of these is $4.24, a very reasonable amount, considering: that there is no other fule used in the kitchen; and yet. looking at it from the company's standpoint, the average is much larger than it would be if coal ranges stood along side of these gas ranges. This man whose bills run $6.80 per month is one of the most satisfied consumers we have. These arguments ought to be enough to close the deal for an all gas kitchen, provided you have, along with the arguments, created sufficient desire. Coal range abandoned. Hot water question settled. Kitchen heated. (las bills reasonable. Why shouldn't he have an all gas kitchen? 248 AMERICAN GAS INSTITUTE. SCHEMES FOR SELLING GAS RANGES. By MR. FRED C. HAUPT. The merits of an elevated oven range is in itself undoubtedly the great- est point of value to the salesman in his efforts to sell gas ranges. Ad- vertising same in the daily papers, shewing cuts of the modern ranges, is a great help to the representative, and mailing of pamphlets and other literature from time to time is also of great assistance. Keeping the pub- lic interested in the article ycu are placing before them is of great im- portance. The offering of a commission to the representative as an i?icentive to sell the modern range is a very good feature and a good stimulant to the business and much more beneficial for general results than giving of prizes. Adherence to the established prices of ranges should not be overlooker!. but it has been demonstrated that if an occasional allowance is made direct to the purchaser they are more eager to take advantage of our offer. We tried this method by inserting a coupon in one issue in each of the two daily papers gcod for $2.00 on purchase pi-ice of any new modern range if used within three days from date of issue. As a result more than 50 people took advantage of these coupons. The following scheme has also been successfully worked, viz.: Ask all the church societies to join together in one effort to sell gas appliances during a stated period of say two or three days, donating for their ser- vices 10 per cent of the gross amount of all sales made during this spe- cial sale, said amount to be given to some charitable institution mutually agreed upon. Advertise it well in the papers. Have each society ap- point one or more delegates to be present at the salesroom during the salo and also encourage them to make an active canvass among their friends and members of their society in endeavor to make the sale a great success. It is also well to request the various ministers to announce the object of the sale the Sunday preceding the time agreed upon. Another scheme helping the sale of gas ranges which was a decide*! success was a Meter Readng Contest, wherein we awarded ">0 prizes and a souvenir to all other contestants who answered the readings of the dials as they appeared in our advertisement of the preceding Sunday. This contest has had a tendency to establish confidence in our crmpany and demonstrated the accuracy of the meters and the superiority of gas over all other methods of cooking. Co-operaticn of all employes, whether of the office, fitting, maintenance or service departments in noting opportunities and informing the New Business Department will secure many an order which would undoubt- edly otherwise be lost, and the honorable efforts of each representative diligently devoting his time and energy to his particular business cannot help but accomplish that which he is employed for. NEW BUSINESS METHODS. 249 CONNECTICUT RAILWAY AND LIGHTING COMPANY. South Norwalk, Connecticut. MR. A. V. WAINRIGHT. During the past two years we have had no cooking demonstration but employ an expert demonstrator during May, June, July, August and September, who inspects each range connected and gives great attention to the use of broiling and baking ovens, thus familiarizing consumers with the operation of these parts, which we find are usually given best attention. Consumers seem to be backward in using the broiler, and our desire is to alleviate this condition, with the result that few .customers do not pre- fer to broil rather than return to older methods. ST. PAUL GAS LIGHT COMPANY. St. Paul, Minnesota. Effective work both in direct results and in popularizing the company was done at the Pure Food Show given by the Elks in May at the Armory. The gas company had a booth in the center of the exhibits, giving demonstrations of baking, broiling, showing the most up-to-date ranges and water heaters in operation, etc. (The lady demonstrators and rep- resentatives did very efficient work on this occasion. Speaking of the show, which lasted a week, the Dispatch says: "The St. Paul Gas Light Company's booth occupies the center of the wide drill floor, and is the handsomest to be seen at the show. It is pre sided over by F. R. Persons, who is assisted by a corps of young women in white caps and long aprons who make cake, bake bis2iiit and cook cereals and many other good things." In exploiting the use of a gas range, special individual demonstrations were given by a lady demonstrator in the home of the consumer, where it was possible to give in each case better attention and insure getting the best results. Ten demonstrators were employed, each a graduate of an up-to-date school of- domestic economy, and each assigned to a certain district, where they follow up all new ranges connected, visit every address having a gas range, and make special calls as required. Following all ranges set insures that the ranges are giving satisfaction Making a canvass of the entire city enables the consumers to get the best possible results from their gas ranges, often resulting in increased use of gas where consumers had not understood the proper use of ovens 250 AMERICAN GAS INSTITUTE. -^f uM ^ ar Coo*" At the CooKing School nmoNRD^ONSTRATJON Friday, Aug. 10 Masonic Ha.ll NEW BUSINESS METHODS. 25.1. and broilers. Tips given the representatives helped in sucuring business. Following 1 up special calls guarantees the satisfactory operation of the ranges in use, and shows the people that they will receive proper atten- tion when any information in regard to a gas range is desired. This is an opportunity for the consumers to receive special, detailed information upon questions of household economy by a trained expert at no cost whatever to the people, and that this information has been appreciated and taken advantage of is best shown by the way the ladies have been received and the treatment accorded them by the people i/i their districts. A special form letter mailed to consumers a day or two before the call of the demonstrator was of value as an introduction, and paved the way for the call ; in many cases the consumers had looked up questions that would not otherwise have come up, the demonstrator would bake cake or biscuits, broil a steak, etc., and many ovens and broilers that would oth- erwise have remained idle were put into active service, and profitable business e-stablished for the company. By going into the homes of the consumers, the demonstration was under actual working conditions, and the best results secured. 8AN ANTONIO, TEXAS. MR. D. N. WARWICK. Beginning Monday, August 20, we have taken up the proposition of educating the colored cooks of San Antonio to cook with gas. The way we have accomplished this has been by calling upon several of the pastors of the colored churches, and in this way getting them to co-operate with us by announcing our demonstration at their regular church services. We have arranged to rent the second floor of one of the colored schools and to employ a colored teacher of domestic science who is thoroughly experienced in cooking. These meetings are conducted by myself and one representative. Our object is to educate the colored cooks of San Antonio to cook w r ith gas, and all the points of interest pertaining to the gas range are demonstrated at these meetings. The most particular point of interest in demonstrating to these colored individuals is to im- press upon them how to economize when cooking with gas. This point is impressed very strongly, from the fact that the majority of the colored cooks are very extravagant with gas, and this has a tendency to discour- age those for whom they are cooking and cause them to use other fuels besides gas. They are shown how gas is wasted and how gas is saved, how to broil and how to bake, how to keep a gas range clean, how to operate the range, how to wash and 'iron on a gas range; all its con- veniences over other fuels, the saving in the health and strength of the 252 AMERICAN GAS INSTITUTE. J 25 Oysters S 2 Small Birds | 6 Green Peppers $ iPint-- Claire Gas LiflW : BAKING BREAD IS IDEAL, WITH GAS There's Nothing Left of The Cooking School Sheboygan Ga./- Light Company, {Robert Young, Manager. Phone 154. 618 N. 8th Si But pleasant memories and lots of fine recipes of good things, which the ladies; have gathered from day to day. The Souvenir Direct Action Gas Range Was presented to Miss Tillie Hmncncamp. It has been a pleasure to us to meet our patrons and friends at the school and we trust you have found both pleasure and profit in your attendance. THE PEOPLES LIGHT, HEAT & POWER Co. $u&&asr NEW BUSINESS METHODS. 253 ccok, and the time it gives her to accomplish other things in her house- hold duties. From these colored demonstrations we not only expect to derive the benefit of educating the colored cooks to use gas economically, but we also expect to make a great many sales from the influence they will have upon those fcr whom they are cooking where wood ranges are installed: The following is the program fcr the first week: Monday: Demonstration on baking white bread and biscuit; serving of sponge cake and lemonade. Tuesday : Demonstration on toasting bread and baking powder bis- cuits; serving of chile and coffee. Thursday : Demonstration en broiling steak and frying muffins ; serv- ing r.f muffins and coffee. Friday: Demonstration on baking ginger cake; serving of ginger cake and coffee. SPRINGFIELD GAS LIGHT COMPANY. S[>riny field, Massachusetts. ^ MR. H. F. PARCHER. Cooking demonstrate ns are given only when running into an entirely new territory where gs has never been used. In a city like Springfield, where <>as is used nearly exclusively for cooking in all the newer houses and apartments, a public demonstration in straight gas cookery is hardly a prrfitable advertising investment. WATEBTOWN GAS AND ELECTRIC COMPANY. Watertowii, Wisconsin. MR. P. L. UTLEY. We have employed a lady demonstrator this season, who makes regular inspections at every house in the city. She inspects the ranges which are in use, adjusts them when necessary, and reports all complaints or pros- pects of new business at the office, where they are taken care of in the regular way by other employes. She also gives weekly demonstrations of cooking with gas at the opera house. These demonstrations have been verv well attended and we think they helped our business considerably. 254 AMERICAN GAS INSTITUTE. Cooking Lecture, Ossining, N. Y. NIAGARA LIGHT, HEAT AND POWER COMPANY. Tonawanda, New York. MR. L. T. PALMER. We have had cooking demonstrations and believe they are productive of good results, always providing you have a first-class demonstrator. We have sometimes given some inexpensive presents to our patrons, more to promote a kindly feeling than expecting direct results. NEW BUSINESS METHODS. Part ^pu^tt ^al^arooma ^art is>unt PERHAPS no feature of progress is so noticeable to these who visit i;as companies as the rapid improvement made in the salesrooms and offices. Pictures cf exteriors and interiors by night and day in this section show pleasing, well appointed rooms, modern displays and other indications of life of which there were few in the majority of offices a generation ago. It is not uncommon to find information bureaus, ladies' rest rooms, free telephone booths, writing desks and other conveniences for the public, tending to draw people on any pretext to the salesroom. The public is apt to form its impressions of the company from the ap- pearance of the salesroom. In many instances the lighting of the company offices sets the standard for lighting stores. An up-to-date salesroom is one efficient way of extending courtesy to oust i meis and to the community in which it is located. It pays. 258 AMERICAN GAS INSTITUTE. Day and night illustrations of a corner in Minneapolis, Minn. Illuminated by Gas Arcs NEW BUSINESS METHODS. 259 BULLETINJTO CONSUMER*, S53SSr^T Novelty Advertising AMERICAN HAS INSTITCTK. Office, Red Wing, (Minn.) Gas Light and Power Co. XKW BUSINESS METROES. Manitowac, (Wis.) Gas Co. Salesroom Ogden Gas Co., Chicago, 111. 262 AMERICAN HAS IXSTITTTE. One block of decorative Gat Lighting in the Elk's Carnival at St. Joseph, Mo. NEW BUSINESS METHODS. 263 Salesrooms, Boise, Idaho 2(54 A.MKHICAX (iAS IXSTITI "1'K. San Antonia (Texas) Gas and Electric Madison (Wis ) Office, dusk 'til 1 a. m. NEW BUSINESS METHODS. 263 Minneapolis (Mi'n.) Gas Light Co. 266 AMERICAN GAS INSTITUTE. Office of Boise (Idaho) Gas Light Co. Flag on roof is an electric feature operated by gas engine and dynamo installed in front window of show room. Office Lynn (Mass.) Gas and Electric Co. NEW BUSINESS METHODS. 261 Salesroom 5pm.ghi.ld, (iviass.) AMERICAN GAS INSTITUTE. Orleans (La.) Lighting Co. li Lebanon (Pa.) Gas Co. NEW BUSINESS METHODS. 269 Salesrooms Lebanon (Pa.) Gas Co. 270 A.MKXICAX (.IAS INSTITUTE. NEW BUSINESS METHODS. 271 272 AMERICAN GAS INSTITUTE. Salesroom Fort Dodge (Iowa) Gas Co. NEW BUSINESS METHODS. 273 Showroom Grand Rapids (Mich.) Gas Light Company 274 AMERICAN GAS INSTITUTE. La Porte (Ind.) Gas Light Co. NEW BUSINESS METHODS. 275 Salesroom Binghamton (N. Y.) Gas Works 276 AMERICAN GAS INSTITUTE. Madison (Wis.) Gas and Electric Co. NEW BUSINESS METHODS. 277 Madison (Wis.) Gas and Electric Co. 278 AMERICAN GAS INSTITUTE. Salesroom Red Wing (Minn.) Gas Light and Power Co. NEW BUSINESS METHODS. 279 280 AMERICAN GAS INSTITUTE. NEW BUSINESS METHODS. 281 EXAMPLES OF GOOD ADVERTISING PART EIGHT f Every advertiser here has interesting litera- ture to mail on appli- tion. :: Write for it ^ 284 AMERICAN GAS INSTITUTE. THE: General Gas Light Co. MANUFACTURES LAMPS FOR THE USE OF GAS EXCLUSIVELY It does not make goods for gaslome competitors of the gas industry. It is not forced to handle other lighting supplies to "tide over dull seasons. n Its entire staff, executive and sell- ing, is re- cruited from the gas fra- ternity. More sane, profitable lighting methods have been developed by it in the last five years than from all other sources. This without loading up the trade with worthless or short lived experimental stuff. Humphrey Gas Arc Lights Are the World's Standard NEW BUSINESS METHODS. 285 ESTABLISHED 1861 A. D. C R ESS LE R, PRESIDENT INCORPORATED 1881 Kerr Murray Manufacturing Company ENGINEERS AND BUILDERS OF GAS WORKS APPARATUS GAS HOLDERS AND STEEL TANKS PLANS AND ESTIMATES ON APPLICATION OFFICE AND FACTORY: CALHOUN AND MURRAY STREETS FORT WAYNE, IND. 286 AMERICAN GAS INSTITUTE. WE ARE THE GOVERNOR PEOPLE" Reynolds Gas Governors A 12 Inch H. P. Governor SINGLE AND DOUBLE DISTRICT GOVERNORS. HOLDER GOVERNORS. INDIVIDUAL HIGH PRESSURE SERVICE GOVERNORS. FLUCTU- ATING LOW PRESSURE SERVICE GOVERNORS. We can furnish you Governors for reducing and controlling any pressure. Write fcr catalogue. Tell us what you need- . . . JOHNSON REYNOLDS COMPANY ANDERSON, INDIANA, U. S. A. NEW BUSINESS METHODS. 287 BARTLETT, HAYWARD & CO. BALTIMORE, MD. DESIGNERS AND BUILDERS OF COAL AND WATER GAS WORKS C| Specially designed Retort Houses for benches with Hori- zontal and Inclined Retorts. Benches with Horizontal and Inclined Retorts of the most modern types. Structural work for Gas Works. Coal and Coke handling plants. De Brouwer Hot Coke Conveyors. De Brouwer charging and discharging machines for Hori- zontal Retorts. Special apparatus for coal gas condensing plants. All cast iron condensers with horizontal water tubes. Exhausters. Tar Extractors. Napthalene and Cyanogen washers. (System Dr. J. Bueb, Dessau, Germany.) Standard Washer Scrubbers. Purifiers Wet and dry Lute System. Jiiger System of Purification. Station Meters and Governors. Gas Holders of all sizes. OFFICES Continental Trust Building No. 100 Broadway Baltimore, Md. New York City WORKS Scott and McHenry Sis , Baltimore, Md. GENERAL WESTERN AGENTS Lloyd Construction Co., Detroit, Michigan Plans, Specifications and Estimates nvill be furnished on Application. 288 AMERICAN GAS INSTITUTE. POWER RELIABLE THAT = IS IS SECURED BY Our Producer Gas System THE TROUBLES OF THE Gas ELngine Disappear when our Hydrogen Free Producer Gas is employed. Write us for Interesting Particulars Combustion Utilities Co. COMBUSTION ENGINEERS 60 Wall Street New YorK City NEW BUSINESS METHODS. 289 Parker Russell Mining and Mfg. Go. ST. LOUIS, MO. ST. Louis OFFICE, NEW YORK OFFICE, 417 PINE STREET. 45 BROADWAY. GAS RETORT BENCHES, STOKING MACHINERY, STAND PIPE CLEANER and STRAIGHT STAND PIPE SYSTEM. We manufacture FIRE CLAY, GAS RE- TORTS and other fire clay goods. We erect GAS RETORT BENCHES with Horizontal retorts having closed ends up to 10 1 in length, or Through retorts up to 20 1 in length. Also SLOPERS on improved lines for In- clined Retort. We make a specialty of WATER GAS BLOCKS. Sole agents for U. S. and Canada for the Fiddes-Aldridge Simultaneous Discharger-Charger. The "F. A." or "One Stroke" Machine. Cost of Carbonizing reduced to minimum. No Dust. Silent. No waste of coal. No injury to Retorts. Agents for the sale of the Stand Pipe Cleaner and Straight Stand Pipe System of the United Gas Improvement Co. We also build Retort Houses, Coal and Coke Conveying Machinery. Plans, specifications and estimates cheerfully furnished. CORRESPONDENCE SOLICITED. ALL CONTRACTS MADE AS OF ST. LOUIS. 290 AMERICAN GAS INSTITUTE. (&&B iEttgitwrirtg (En, FRANK 0. MOSES, Pres. cents per 1000 F. O. B. Buffalo. Always in stock. THE AMERICAN EMBOSSING CO. Buffalo. N. Y. The Clinch Clip 3d Floor Seneca Building Quill Pen Announcements Will hardly carry the idea of up-to-date method < and high quality goods any more than rags convey the impression of wealth. Those around you judge you by appearances. The prospect a thousand miles away knows you only through your correspondence. Does the latter form as good an opinion from your letterhead as the former does through personal contact. has a dignity and quality carries a prestige utterly lacking in the printed letter- head. And the extra business that such a letterhead brings far more than eats up the slight additional cost. To those who appreciate the trade winning qualities of such a letterhead those who want stationery that realy represents their character, their methods, their goods, themselves, we will gladly send ample proof of our ability to meet exacting requirements. This proof comes in the form of an elegant sample book which not only contains a hundred or more samples of our work, but arranges an estimate of prices in such a way that you can almost figure to a cent the cost of your letter- head complete. THE AMERICAN EMBOSSING CO. 3d Floor, Seneca Building Buffalo, N. Y. 302 AMERICAN GAS INSTITUTE. Mueller Gas Works Goods Some goods simply fill a place in a trade or business system. Others, by reason of more pains and better judgment in manufacture, fill the same place WELL. Mueller Plumbing Goods have the quality of material that prevents break- age under strain, the mechanical properties that prevent friction and wear, the features of design that provide convenience and make them easy to use. They have the care and knowledge in manufacture that permit them to fill their place BETTER than ordinary goods. No. 17 Mueller Swivel Tapping Machine Tee Head Service Cock C 1006 Mueller Gas Tapping Machines are made in 11 patterns, for various classes of work. The machine illustrated is made for large taps and heavy duty. Having the swivel it can be used in any position, and the extension han- dle gives an increased leverage when needed. Taps from % to 3 inches. C 12O1 Mueller Gas Cocks are made in more than 360 styles, affording an assortment that should meet the requirements of any gas plant. They are made of good material, have firm bodies and perfect pipe ends and are permanently gas light. Each cock is careiully inspected and given a hydraulic working test. Sweated Joint Meter Connections Mueller Gas Meter Connections are made in Sweated, Cup and Wiped Joints and in more than 16uO sizes and (specifications, making an almost endless variety irom which to select. The pipe and fittings are tested and the connections are firm, durable and thoroughly gas tight. we also make Drilling Machines, Service Clangs and special cocks for high pressure work. Write tor catalogue. ALL MUELLER GOODS BEAR THE MUELLER TRADE MARK AND ARE UNCONDITIONALLY GUARANTEED. H. MUELLER MFG. CO. Work, and Cer.er?! Cftces DECATUR, ILL., U. S, A 'Vest Cerro Gcr '> St NEWYORK,N.Y.,U.S.A. 254 Canal St., Cor. Lafayette NEW BUSINESS METHODS. 303 WATER HEATERS OF EVERY KIND This is No. 6 Price $2Q.OO THE BEST IN THE WORLD ARE THE Humphrey Crescents CONSTANTLY IMPROVED ARE EQUALED BY NONE PRICES LOWEST ABSOLUTELY GUARANTEED FOR BATH ROOMS THERE ARE THE FOLLOWING SIZES : No. Heater Price Gas Supply from Meter Heats Gals, per Min. 50 in Temperature Height Diamet'r Shipping Weight Non-Contact 2 Non-Contact 10 Showers $40.00 62.00 34 00 %-inch 54-inch 2>| 34% ins. 34% ins. 12 ins. 12 ins. lOj^ins 70 pounds 85 pounds 29.00 23.50 jl-inch 3 2^ W% ins. 28^ ins. 12 ins. logins. 60 pounds 48 pounds Our Automatic Water Heaters for supplying hot water to all parts of a building have a thermostatically controlled automatic valve. No. Heater Price Gas Supply from Meter Heats Gals, per Min. 50 in Temperature Height Diameter ed per Min. Shipping Weight 4-A 3-A $95.00 80.00 1-inch 1-inch 4^ 3 45 inches 40 ii,ches 16 inches 14 inches 4% cu. ft. 3 cu. ft. 325 Ibs. 300 Ibs. Let Us Tell You About the HUMPHREY OVAL. Handsomely Illus- trated Complete Catalogue Free. HUMPHREY COMPANY 725 N. Rose Street Kalamazoo, Michigan 304 AMERICAN GAS INSTITUTE. Any size gas main can be shut off in half a minute with a Safety Gas Main Stopper Company 552 East 135 St., New York City NEW BrsiNKss MKTHOCS. R. D. WOOD & CO. GAS HOLDERS rr= GAS WORKS ENGINEERS PHILADELPHIA, PENNSYLVANIA 306 AMERICAN GAS INSTITUTE. Te/egranjs "PRECISION LONDON' Telephone - p 0.120? VICTORIA MANAGING DIRECTOR JOHN FSlMMANCE M.I.M.E AMICE CONTENTS OF CATALOGUES, COMPRISING SIMMANCE * ABADY'S INVENTIONS. Section 1. Pages 1 to 62. Laboratory Photometers. Electric Testing Gas Testing Street Technical Patent " Flicker " Pentane Standards of Light. Electric Test Gas Burners. Carpenter's " No. 2 Met" Burner. Electric Resistance Sets. Lamp Spinners, 8cc. Voltmeters & Ammeters. Section 2. Pages 63 to 126. Minute Clocks. Balance & Service Governors. Test Meters & Measures. Gasholders. Dial & Tube Gas Gauges. Gas Pressure Recorders. Steam Gauges & Recorders. Draught CO, Automatic Differential Indicators. Recorders. Gas, Coal & Oil Calorimeters. "Boys" Coal Testing Plant. Indicating & Recording Pyrometers. Thermometers. OFFICES I.WESTMINSTER PALACE GARDENS. ARTILLERY Row VICTORIA STREET, j. w. August 06, 19 WORKS EARL STREET & PACE STREET Thermometers & Pyrometers. Gas Analysis Apparatus. Chemical Balances k Weights. Chemical & Laboratory Apparatus. Chemicals & Standard Solutions. Section 4. Patent " Flash " Torch & Tap. Street Lighting Apparatus. Governors. Steatite Insulators. New Patent Radiators. Han. There is a comprehensive Index with each Section. WESTMINSTER Dear Sir, In the margin we give a synopsis of our new Catalogue now posted to you, and, as full instructions for the use of most of the Apparatus are included, we trust you will find it useful for reference, and as a basis for your kind enquiries. Any item in the list can always be seen at our Showroom by appointment or a technical representative will give you a call. Yours faithfully, ALEXANDER WRIGHT & CO LTD. P.S. If you are users of fuel, the Simmance- Abady latest patent - the new automatic COMBUSTION RECORDER - will save you from 10# to 50$ on your fuel bill. May we send you particulars of this? NEW BUSINESS METHODS. 307 STEWARD BURNERS Are the best open-flame burners in the world. They give the highest Candle-Power possible to obtain in an open-flame. They are most durable and economical. Now used and recommended by the leading gas companies of the world. Packed one-half gross in a box. THE STEWARD BRAND Lava Tips are made from the very best quality of material. The most expert labor is employed and each tip is carefully tested and inspected. 144 perfect tips are guaranteed in every box. These are the best Lava Tips in the world. Packed 144 perfect tips in a box. LAVITE CENTER- SUPPORTS For Incandescent Burners. LAVITE HOLLOW STEMS For proctecting side wires of mantles. D. M. STEWARD MFG. CO. ESTABLISHED 1B7B Chattanooga, Tennessee, U. S. A, MEW YORK CITY TORONTO, CANADA 47 Murray, Street IS 1 King Street West AMERICAN (i.\s INSTITUTE. EXTRA COPIES NEW BUSINESS METHODS REPORT TO THE AMERICAN GAS INSTITUTE and NEW BUSINESS METHODS REPORT to the OHIO GAS LIGHT ASSOCIATION Every New Business man should own these works Office Edition of either sent post paid, . . $5.00 each The two together for . $9.00 Cantwell Printing Co., PUBLISHERS. MADISON, WISCONSIN UNIVERSITY of CALIFORNIA AT LOS ANGELES LIBRARY I