TITO OMATTA SUNDAY BEE: AUGUST 1, 1915.
What Newspaper Advertising
property, rnd even decent homa, hew
can we expect to bnlM business by using
such publication?
We regard the newspaper as having
the greatest influence In advertiitlng, as
we believe) It hss In various other fields
ted ay. We believe that Its influence can
be tnoiessed, aa I suggested before. We
believe thst advertising Is the up-to-date
modern method of selling goods Just
the wonderful, modern machinery
beats the old made-by-hand methods,
snd with the big future ahead for news
paper advertising, wa hope to see every
Improvement possible, to the end thst we
and other manufacturers may receive
the greatest possible aid In having the
qualities of our products better known,
snd In having the consumer, who needs
such products and can use them to bet
ter advantage than anything else, know
all about thorn. We seek to develop the
business to the point of the greatest
efficiency In selling. The cost of ad
vertising Is large. In fact It Is tremen
dous, but the work that It can do more
than offsets this cost when It Is working
at Its best. We expect to be bigger and
bigger users cf tha newspapers In fuwro
sdvertlslng, as a mstter of good business
for us, and In order to lower selling
costs by building volumes, so that the
consumer will continually get more for
his money.
We think the manager In every big
business should understand the big value
cf advertising, and then If h he tha
courage and tha finance to play tha
game, the final development of business
will be along the lines of educational,
truthful advertising In each line of business-high
standards will have to be met
snd It will all work for our beet futura
progress and help vs to lead In tha
world's business.
Has Done for My Business
By GEORGE M. BROWN,
President General Roofing Manufacturing Company.
0
12-B
i i
Speech delivered befire the Associated
.Advertising Clubs of the 'World at Chl-
One of the best proofs that advertis
ing haa helped our business and has
made ui known. Ilea In the fact that I
am Invited to talk to thla big advertis
ing organtxotlon. We were so little
known when we began advertising, and
have become so well known everywhere,
that there la no doubt in the minds if
any of our organisation that advertising
la doing all for us that we couJd expect
It to d. As further proof that this Is
true, 1911 was the most successful year
In the history of our company. In spite
of the general business depression, and
so far this year we are ahead of the like
period for 1814 In every way. In some
ways we are very much ahead.
In order that you man fully under
stand our position In some of these mat
ters. It will be advisable to give a short
outline of our early experiences before,
we began to advertise. We began by
piling goods with salesmen to dealer.
There wss a real demand for some such
product, and It was wanted at a reason
able price. Plmllar products had been
slightly introduced but always at very
firm prices; and by building mills which
could turn out a substantial volume and
do ail the work of manufacturing', from
tart to finish, we were able to offer
goods of good quality at lower prlcea
The demand kept growing and the Job
bing trade began to sit up and take
notice, and we soon got to selling the
great bulk of our business through Job
bing channels. Ws looked upon the Jobber
as a necessary part of modern, up-to-date,
economical business. We thought
he could give aervloe, distribution and
a credit whioh were necessary for
the most up-to-date result. In the be-
, ginning we were successful in this, be
cause of the better bargain which was
offered, but competitors in our Unas
found that by sending clever talkers
men who were better Informed In our
socialttea, direct to the dealer, or large
consuming trado. they could outsell our
Jobbers' salesmen who had hundreds of
thousands of articles to sail, who were
' generally not well Informed on our spe
cialties, etc
We realised that wa must give some
further aid to the selling plans, and that
goods ahen shipped from our mills to tho
Jobber Or dealer were not really sold.
Wa learned that people want to know,
or feel that they know, something about
what they are buying, and In caso they
do not have this feeling a very clevor
. talker will 5et the order, with a lest
favorable proposition than an ordinary
presentation would get with the very bout
proposition. Wa had tha mill facilities
and the organisation to carry on muoo
larger business, so wa took up tha plan
of general advertising. Wa adopted a
coined word "Certain-teed." as our trade
mark and began to toll tha story of what
it meant when placed upon a roll of
roofing, or roll of building paper or In
sulating paper. Wa wanted tha buying
public to know that It meant respon
sibility and guaranteed satisfaction when
goods carried this label. Wa have al
ways clojrood that tha man Is not living
who can tell tha life of a piece of roofing
by looking at It or making chemical
tests, but tne manufacturer who knows
what ha puts In It and who than stands
behind the goods that ha puts out as his
beat, and alt hacked by ample respon
sibility', U offering something which the
public oaa afford to buy. The public
cannot afford to guess. Such baa been
our general condition and general plan
for Improvement.
We began by advertising In tana
paper principally, but later extended to
various publications, and finally entered
into tha general newspaper field for u
big campaign.
In travsllng this road we, of course,
met with many bumps and many Unex
pected experiences. Wa found, for in
stance, that wa spent over MO, 000 in one
year for spare and booklets, etc, to an
swer direct Inquiries, although after we
got them wa found that direct Inquiries
vera Che thing wa least wanted. While
such Inquiries may ba a guide as to tha
pulling power or effectiveness of adver
tising, they do not suit our goods. Then
wa began to learn that what was good
for one line ot business might ba bad
i for another, and because one eonoera
had made a big success along cna Una
of procedure did not at all signify that
uoh methods would ba good for Certain
teed roofing. In short, wa began to
atudy tha altuatkm properly and to
lit every man, from those In tha most
advanced posts of the firing Una to
those In the mill, making observation, of
fering suggestions and ideas, etc, Wa
found that out ot 100,000,000 people, or
3.0u0,oo0 heads of families, there are a
great many who never buy roofing. Wa
found that among those who buy the
'purchasing is more infrequent, outside of
some contractor or builder, and among
the actual buyers tha average Is probably
nX mora than three or four purchases
during a lifetime. We realised that we
jrould not have salesmen, and neither
could cur Jobbers have salesmen at these
few points at remote periods at ths
proper time to get the order, and rea
soned exactly the opposite way from
what wa did before Investigation, at
which early time wa ooncluded that ad
vertlsing would not be good for our line,
because advertising was good only for
something that could ba sold every day,
like chewing gum, tor Instance,
Wa found also that many publications
have wonderfully clever representatives
who could coma in and make us believe
that wa should have tls publication and
use tremendously large space In cases
here U tha publications were all spread
out before use wa would have probably
averlooked his and left It among those
not used. This only called attention to
tha fact that salesmen are Just as neces
sary as advertising, and that advertising
alona would not sell the goods at all la
the way tltat men, organisation and ad
vertising together could do It. Wa began
to be less influenced by what clever,
well paid talkers came to our ofr.ca to
tell us. Ws sent out special investiga
tion men of our own wa talked wlU men
on trains and In street cars. If a man
owned property and was a roofing buyer
he was a live subject for us what did he
read? What carried the strongest Influ
ence ? Would he be Influenced more by
seeing our adverUsnment in the Idle
hours In the evening at home or on
vacations or at soma other time? As a
matter of fact, we tried in learn when he
really could remember having read some
thing and when and where he formed
his early Impressions.
The most of this Investigation was dona
after we had commenced using more than
a hundred big newspapers, and While wa
believe there are many forms ot good
advertising and that advertising Is
seldom entirely thrown away, and while
we might advertise soma other lines In
some different way, Chei newspaper has
been the satisfactory publication for our
purpose for the principal part of our
campaign. Wa find that business men,
or the suhstantlal thoughtful person, al
most without exoeptlon. Is a very con
stant reader of tha newspapers. We find
that even tha small Items of interest are
read In newtp&pers; that the advertising
Is generally closely associated with read
ing matter, and If put In the proper way,
will be read, when they are Interested In
the subject being advertised. The adver
tisements are not burled in a big lot of
advertising. These Ideas have kept us
from using the Sunday papers, which
aro so loaded down with department
store and automobile advertising that
sn ordinary si led advertisement on other
products becomes lost In the shuffls. I
do not under-rate the values of Sunday
papers they are good for many lines,
but not the best for ours.
In mentioning these facta. I would nut
be at all complete In my statements If I
did not point out clearly that we see a
bin distinction between various classes
of newspapers for our use. Wa have
found those with tha best standing In
the communlty-those that are known for
truthfulness and reliability in every way,
are the ones for us to use. Wt find th.i
our business grows when we use a clean.
inriuentlal paper one that points out the
good In a community; one that seeks to
build and tell the truth. We cannot trace
gains where we use tha disturbing
mediums-those that cater to the red
flag crowd, and wio seek to maka every
body believe that the world Is folng to
the bad. In short, wa believe that this
country has more brlirht. iunhin km..
days than any other country on earth.
ana wo nave no use for tha paper seek
ing to build circulation bv trvlnir H.
atroy, Just as wa have no use for tha
politician who seeks to gain the vote of
tha lioodlum element by seeking to de
al roy business,
Hy using tha dally paper Instead of the
medium of national circulation, we can
tell a special story In any community.
If wa desire to talk of agriculture In an
agricultural community wa can do so. If
we desire to talk to tha munr.Ai,..
of New England wa can do so. If wa
aesire to work any field very strongly
and not exert as much pressure In oth
ers, because at any varying conditions. It
la In our power to adopt suoh a plan
Advertising in a medium of national cir
culation does not permit this flexibility.
Tha newspaper does permit a perfect ad
justment as may ba required by varying
circumstances. However, tha medium of
national circulation haa other advanta
ges, even for us. and we are using a lot
of them. Were wa to use tha local
paporg axctusrvely. tha people of that
vutnraurmy mignt assume that Cartaln
taed roofing was sold only in that com
munity and that tha manufacturer was
' -man oonoern doing business; a
a limited field. When those peopla .
Certain-teed roofing advertised in na
tional weeklies and monthlies, aa well as
In their local paper, they begin to alt up
and take no tins, realising that tha manu
facturer cf thla roofing is large enough
to over the entire country.
Telling tha ,tory quickly I. sometimes
of Importance to us, and wa can decide
upon a new story and get It to tha
readers cf newspapers within ten days
In fact, to tha bulk of them within leas
than five dsya Tha national medium be
ing printed further in advance and copy
being required muoh earlier, thla quick
action la Impossible
We flnd that many newspapers are
without influence n their communities,
at least among tha olsss of people who
would own buildings and buy roofing.
Advertising in such papers doaa not seem
to aid our business at all. In fact, we
have had cases where Is earned to bring
discredit Wa have had peopla tell us
that If wa used such and suoh papers
they did not want to buv out srwwfa
Tha number of clrooiation In a com
munity la no guide to tha paper's in
fluence or advertising value. When the
circulation Is among people who never
did and never will own a roof moni
who ara seeking to tear down and destroy
everyiiung mat might require a roof
people who want to tear down business
fir
Tou can ret the finest aual-
k, the best) Mock, tva
Ity wor
moat prompt
sinus or
ervioe In all
PRINTING
by mailing your orders to ua
Our prices will please you and
our guarantee la good.
f
0a Time" Print Shop
Cambridge, Ntbraska
-.J
wap ftomethingr for
something' else more useful
to you? Use the Swapper'
column of The Dee.
-MUM MMI) IHItYH
VXA il A -"""-T-i I 4 a Tj
a.--
A Veritable Harvest of
Extraordinary Values
offered buyers here all week all month in our Annual August
Sales. revising of prices downward on summer stocks that
will insure many thousands of dollars in savings to Omaha
buyers. Our summer is over, yours only just begun. While you
want the merchandise we want all available room for fall stocks.
These pricings. will make it.
25c Embroideries 12VaO
A splendid line of pretty
18-inch Skirt Flouncinga
and Corset Cover Em
broideries; regular 25o to
3.rc values; go on sale
Monday, yard 12V
20c Loom Strips 70
The last pieces from the
looms, and run from 4V&
to 6-yd. lengths, in ,5 to 8
in. Edges and Inserting,
15c and 20c qualities, pev
yard 71
I ft f I . fir. ; '
35c Ribbons 9c Yard
taffeta
.. 9c
Fancy HEbhons, moire,
and silk Klbbons, 25c and
35c values, yard
15c to 25c Embroideries
In fine quality edges and
inpertings, big assortment
for selection, all from reg
ular stock; on sale Mon
day at, per yard
7V to 39
Special Lace Sale
Laces of all descriptions
Vals, Torchons, Orientals,
shadow, cluny, plauens,
etc., including 18-in. to
27-in. Flouncings, at a sav
ing of Easily Half.
t
An August Sale of Home Needs and Hot Weather Necessities,
With Special Low Prices
TOWELS, BED SPREADS, SHEETS, CASES, WASH FABRICS
ON SALE IN DOMESTIC ROOM MONDAY
Large, hemmed Huck Towels,
fast color, T. R. border, per
dori 85
Pillow Canes, bleached and
hemmed, standard 42 and 4 ox
36 size, each 7Mi
White Piques, flat welt for
skirting and suitings, yd., 15
Amoskeag Apron Check Ging
hams, plain or broken checks,
yard 5
Bleached Muslin; this quality
Is superior to usual 8 Ho grade,
yrd 54
Mosquito or Fly Netting, white.
pink, green, 8 yard bolt for,
bolt
30
Bed Sheets, 2x2 tt yard site,
bleached and hemmed, for
each
Bath Towels, red border, double
thread, extra weight, at, each, ISO
Wash Cloths, knitted, 6c kind, 2
for go
lied Spreads, 87 spreads in the
lot. former prices 6, $1.86 and
11.98, all full sice, heavy crochet
weave, your choice for, each $1.29
Table Darnaak, American manu
facture, Inches wide, beautiful
designs, dainty color border, blue,
pink and a-old, for, yard 60o
Baby Blankets, pink or blue bor
der, full slse, soft and fleecy,
shell stitched edses, each ....10o
Huok Towel lnr, by the yard, full
bleached, 17 Inches wide, actual
value, aOo yard, while the lot
lasts, yard ioo
In Need of Curtains?
Here's Some Specials That Should
Interest:
Large assortment of Brusselette
Curtains, very neat patterns,
worth $1 pr., Monday, pr., 50
Brusselette Curtains In white and
cream, all full size, worth to $3
New line of cream Madras, all
pair, Monday, pair 81.08
new designs for curtains, Monday,
yard. 25t. 30 and 35
Plain mercerized Marquisette in
white, cream and ecru, 40 Inches
wide, at, yard, Monday, 15,
18 and 25
New materials for overdrapery,
in green, rose, blue and browns;
Monday at, yard, 35 and 60
Plain Scrim with dainty colored
borders, in all colors Monday, yd.,
12 Ha. 15 and 20
fish Net for curtains, 4 5 inches
wide, slightly soiled, worth to 65c
yard, Monday at, yard ....25
August Sales Offer Phenomenal Values
Fine Black Dress Silks
Yard wide Black Chiffon Taffetas and Satin Mescalines, f o
Just 10 pieces, to close Monday, yard OOC
91.00 and $1.23 Black Teati de
Sole, 36 in. wide, soft glove
finish, choice values,
yard, 78 and
98c
$1.18
Black Silk Poplins and Crepe
de Chines. 11.25 and $1.50
yard values, 40 in.
wide at 88 and
Swiss Chiffon Radium Taffeta,
$2.50 quality, 40 in. wide, rich,
lustrous black, t 4 CQ
at, yard J 1 eOa
Over 5,000 Yds. of Plain and Fancy SUks, to $1 yd. values, short
lengths from our regular stock, Messallnes, Poplins, Chiffons,
Taffetas, Tub Silks, and many other on -a?Q
popular weaves, yard OOC and vOC
Black Chiffon Dress Taffeta,
86 in. wide, Hayden's gold
edge special, guar
anteed, yard
98c
These New Fall (Terrific! Seems to be about the only word strong enough to ex-
WIS Rugi
aro as good as we or any
one can buy to sell at the reg
ular price. You can't miss it
in choosing from suoh values.
9x12 Bagdad and Shutttleworth
Wiltons, $50 values;
at
8-8x10-6 same aa above,
at
$40
$35
9x12 Body Brussels Rugs, tfQ7
$36 values; Monday at.. PaC
8-3x10-6, same as above, 24
9x11 Beamless, 9 -wire Tapestry
Brussels Rugs. $16.60 t1 Qf)8
values; Monday at. . . O 1m
9x12 Seamless Velvet Rugs, $30
value; sal price $14
86x72 Axmlnster or Velvet Rugs,
$4.60 value; sale price Q08
only
Water Color Window Shades, 7-
rt., ciotn, 30-inches wide,
at
30c
Drugs ana Toilet Goods for
Monday
IBo bottle Hire's Root Beer, 18Ue
Jl bottle Horllok's Malted Milk
for , . ... . . . aso
too bottle Bal Hepatloa ao
tta Tooth Brushes loo
60o BUllman or Berry Freckle
Cream gas
l1er Klsa race Powder and Puff
for . , &SQ
4711 White Hose Olyoerlne Boap
for xoa
!5o bar 8hah of Persia Boap . . lo
10c Jap Hum or falmollva Soap-
bars Ivory Boap 1
t5o Bloan'a Liniment lo
tOn bottle Phenolaa Tablets, BSo
1 doaen R-sr. Aspirin Tablets, BSO
I 10c rolls Crepe Toilet Paper, S6e
Ho Jad Kalfta aoa
TSo jar Pompelan'Maasaare Cream
tor . Boo
press the way we've slashed prices on our immense stock of beautiful new Summer
Dresses. In many cases prices do not cover cost of materials, and no allowance
has been made for the expense of the conscientious making.
Beautiful Evening
. Gowns, Party
and Afternoon Dresses
100 of them that sold at $25.00
$33.00 and $39.75; charming
designs in the season's most
desirable fabrics and colorings.
Values seldom if. ever equaled
in Omaha at our clearance sale
prices
$12.50 and $19.50
Ouer, 200 Pretty
Wash Dresses
in assortment of charming de
signs almost unlimited, and in
all the season's most desirable
fabrics, weaves and colorings;
choice of dresses that sold at
$7.50 to $25.00
$2.95, $4.95, $6.95
200 Klosfit Petticoats, qual
ity that sells regularly tho
world over at $5.00, all col
ors; your choice SI PA
Monday at VttaDU
Manufacturers' Surplus of
Silk KimonosTo $6.50 val
ues, beautiful new styles and
colorings, choice of the en
tire lot for $2.39
new wnite stripe upon coats The very
latest novelties, made to sell at $15.00; spe
cial at $8.05
New Fall Suits, Shirts and Waists -Shown
in broad assortment. See them.
HP
Nobby Wash Dress Skirts
Over 1,000 of them; unusual
variety for your selection
AT JUST HALF
Regular Retail Prices.
Children's Fine Summer
Dresses in real linens and
fancy fabrics, up to $10.00
values, sizes 6 to 14 years
at .si.ns
Two Other Splendid Lots of Children's
Dresses on sale at. ... .$2.50 and $2.08
Any of them worth fully double clearance
sale price. All sizes G to 14 years included.
August Sale
Linens and White
Goods
Heavy Satin Damask, 70 ins.
wide, "vraran ted pure flax
good values at $1.25 yd., $1
Heavy weight Dinner Nap
kins to match, full 22 inches
square, regular $4.00 values,
dozen $3.00
Extra large, extra heavy
Turkish Bath Towels, twist
ed thread, well worth 39o
each 25
Dinner apkins, all puro
linen, 22x22 inches, assorted
designs, values to $3.50 per
dozen, fi for $1.00
WHITE GOODS SECTIOX
Clearance of embroidered voiles,
seeded or rlced voiles and organ
dies, sold up to $1.25 a yard;
Mondy -59
Splendid assortment checked dim
ities, shadowed voiles and crepes,
usually sold up to 39c a yard;
Monday 25
Men's Palm Beach Trousers
That sold to $2. SO, M 63
choice P
Men's Wool Trousers
$2 and $2.60 values, tl35
all kinds, choice P
Odd Go-Carts and Baby Bustles,
several patterns from a&sa up
to T.t0
Special Prices
on Furniture
Cleaa T7p Bala for Two Bays.
Ws have odd plecea of new furni
ture, parts of suites, for example,
odd dressers, balance of -' haa
been sold; chiffoniers, buffets,
china cloaets. library tables,
dresalna- tables, wood beda, rock
ers and davenports, etc . Wa
could not enumerate and price
each article In the different
woods or rive description here.
We have priced every article at
much lass than cost to make a
clean up.
ISO Kitchen Cabinets, over twelve
patterns, aluminum, nickel, Por
celain and sine topa, your choice
for lT.fiOi othere $10.00
Five thousand Pillows on ssle,
each 4so
Slse i0xl. art tick. 1-pound, new,
clean, curled chicken feather
s-pound site 3
How About It?
Are you interested enough
to be willing to spend
ONE HOUR OF TIME
in looking over the very best
bargains in fully
Guaranteed Pianos
offered in many seasons in
Omaha?
We've priced them to insure a
clearance of fifty Pianos during
the next five days and nobody
at all Interested in new or used
pianos can afford to overlook this
Great Bargain Opportunity
Boys' Wash Suits
of all descriptions at
Vs Under Regular Prices
) Boys' Wash Suits Good values r
at $1.00, choice OtIC
Boys' Wash Suits that sold at n r
$1.50, Monday tJDC
Boys' $2.00 and $2.50 Quality 4 QC
Wash Suits Monday at. vleOv
Boys' $1.50 Base Ball Suits 05
Boys' Short Sleeve Rompers 30
Boys' Separate Trousers in
khaki, madras or QQa
gingham; snaps at. . . OwL
Boys' Separate Trousers in
linen, crash or white 7Qj
duck, $1.00 values . . . I v L
Some Kitchen Hardware Reduced
Vor filonday's Special Sale
A Sreosa of rood quality for ....ISO
lars wtilta enamel Mixing Bowl
for I
Hvavy aluminum BklUet, else I . .Ma
Laxfe ats oast aluminum Tsa KsU
tlss, worth till, for
It-quart capacity apua aJsmiouxn
Preaervlna Kettles, only ae
Any also Drip Pans, worth to lie, lOo
lOo sstra heavy charcoal tin "Kpo"
aanltary Bread Pans To
Any alas Pie or Cake Pan. I for ..to
Chopping Howls lie
!0o Imported Men grade wood Roll
ing Pins
1-aa sua CUiaaa 3"ood Choppers, sag
41a slse "A-l" Liquid Metal Polish
for 1M
OaUaOl OajTS.
Medium also Japanned Garbage Cans
' s sa
Larga alsa Japanned Oarbage Cans
for ea
Kxtra large Japanned Oarbage Cans
for ve
Read the Big Special August Grocery Opening Monday
will ps- yoa to lay la
your month's sappjles.
tf-lb. sacks beat hlrh grade Dia
mond H Vlour, made from No. 1 se
lected old wheat: nothing finer tor
bread, pica or cakea, per aaok . .91.70
1 lbs. best pure Cane Uranuiated
Sugar ai.OO
loo-lb. sack beat pure Cane Granu
lated Butrar Sa.is
Tha only kind to preserve your
fruit with.
10 bars beat "Km All, Diamond C or
laundry Queen While Lundry
Soap aOo
10 lbs. beat White or Tallow Corn
meal S3
i Its. fancy JapaA Rice or Tapioca
for a So
4 lbs. fancy Japan Rice tfte
The beat Dotnesila Macaroni, Vsrtni-
rellt or Spaghetti, pa TVo
Tail cans Alaska Salmon lOo
I cans Oil or Mustard Bardlnea.
II oa lars pure Fruit Preserves, BSo
Yeast i'oam, pkg. ...t 30
C. Corn Kiakea, pkg bo
W. O. C. or Krumblea, pkg So
l-lb. cana fancy aweet Sugar Corn.
Wax. String, Green or Lima Beana
tor vo
4 14 -os. cans Condensed Milk ...S5
Fancy Queen ("lives, quart 3 be
I-ars bottles Worcester 8auce, Fine
Tomato Catsup. Pickles, assorted
kinds, or Prepared Muatard, bol . SVo
ror ice tea try our Diamond Jt Blend.
Monday for buahel basket
.IIM
pound
The best Tea 81 f tings, lb.
Oolden Sunlos Coffee, lb.
. .ISHe
. . . . aao
ut Us Tea AJarta Veaoa- Wow.
Monday we will ha- "tl car
of extra fancy fruit packed In 4 bas
ket crates and bushels.
Monday, per 4 baaket crate f Be
UsfOsTB. I.EKOKI. LXMOsTS.
Bstra faaoy, large, juicy Lsmons,
doses. ioo
IS lbs. Vsw Fotatoes to ths peek, SOo
The last of the Ayrloots for eaaalag
Monday, 4 basket crates faaoy Call.
forsua A prices 11.35
11 los. Cooking Apples to peck, aoo
u or Green He us, lb. IVo
bunches fresh laf Lettuce ....60
bunches fiesli Hadislies ..to
bunches fresh Onions 6e
4 bunches fresh Heets, Carrots or
Turnlrs 54
Rips Tomatoes, lb a
Home-grown Cauliflower, lb. ...!ao
Fresh Peas, quart Ua
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I large Green Teppers ....e
I bunches fresh Parsley ........
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