WHAT IS A MODEL STOCK? 49 
each class of goods, each full line in which there are enough 
pieces of merchandise similar to the BB to make comparison 
worthwhile. Obviously, then, we must have BB’s in all 
full lines. A few BB’s scattered indiscriminately here and 
there will not do. There must be enough to perform prop- 
erly the function for which they are created. 
Tt is probable that the number will not be too large a pro- 
portion of all lines. There is no danger that we shall do all 
our business on our BB’s. It is hardly possible to imagine a 
BB in any diversified line that will sell to every customer, 
no matter how extraordinary a value it may be. If the 
department buyer builds up his full line according to the 
method we have laid down here, he need not be afraid that 
his BB will sell to the exclusion of the other items in the line. 
We shall find that one good way to utilize the BB’s will be 
to appoint several salespeople in each department to sell 
nothing else but the BBs. Then we shall take the rest of 
the department, with perhaps five times as many salespeople, 
and help them to sell the rest of the line against the BB’s. 
A final question that arises about. BB’s is the extent to 
which their complete use will affect profits—adversely, the 
inquirer usually puts it. The sale of great quantities of the 
BR is the best advertisement our store can have. Iama 
great believer in newspaper and magazine advertising. 
It is by such advertising properly done that the foundation 
is laid for mass selling, which is the most profitable selling. 
But the final effectiveness of the advertising depends on the 
value and attractiveness of the goods. Newspaper advertis- 
ing is not a complete transaction. It is only the beginning, 
and the transaction is not completed until we get as many as 
possible of our unusual values and unusually attractive goods 
into as many homes as possible. 
The BB’s in no way tend to reduce legitimate profits. 
Every growing store offers “bargains.” These are generally 
Tita a good many speeches and magazine articles I have emphasized the 
publicity commandments which I have called Rules for Success in Adver- 
tising. They are discussed fully, along with the whole question of publicity— 
including advertising, window display, interior display, and so on, under the 
Model Stock Plan—in Chap. XII, p. 164.