Page 3 Advertisements Column 5

Gisborne Times, Volume XXVI, Issue 2163, 11 April 1908, Page 3

THE MART, LOWE STREET. F. S. ilalcofm & Co. (Late Central -Aus: .ion Christen;;: A), AUCTIONEER;., J. VALUE’;..;, LAN D mid ESTATE A L ENTS, <-tc. AUTHORISED VALUERS Lull PROBATE. COMMODIOUS and CENTRAL AUCTION ROOMS, LOWE STREET aisuopwE. QUTDOU.It SALES Personally and Economically Conducted by our Mr. Malcolm, assisted by competent Staff. AUCTION SALES at Mart EVERY SATURDAY—PRODUCE, 11 a.m. FURNITURE, 12 Noon. FURNITURE and EFFECTS BOUGHT OUTRIGHT from Clients not wishing to take tire trouble and risk of Auction Sale. IFOR PRIVATE SALE. Consignment of Auckland Kauri and Wicker Furniture. Bedsteads and Bedding, Carpets, Rug;, Chairs, Overmantels, Pictures, Chamberware, and quantity Sundries, at VERY LOW PRICES. Prompt Account dales. Telephone, No. . t'E Bankers: Bank of New Zealand. . f. s. mkimm & go., • THE MART. Lowe Street, - - GISBORNE. F. 8. MALCOLM & C4.,~ THE MART, LOWE STREET. TO-DAY (SATURDAY), April 11th. t 10.30 SHARP. Usual poultry and produce SALE. Onions, Kumcras, 'Potatoes, Cocoanuts, Etc., Etc. 2201 bs of Factory Butter, also Large Entry of Poultry, Turkeys, etc. FURNITURE. BALE TO FOLLOW. Including Duchess Chests, .Tables, Chairs, Sofa, Wardrobe 1 , ami lots too numerous to mention ; also, Rugs, Table Cloths, Curtains, Pic- ' lures, E.P. Ware, Dinner and Tea Sots, Kitchen Utensils, Bedsteads, and Bedding., eta. 'ALSO, 3 Breech-loading Guns and Rifles Bicycle, etc. 1 PAL SHARP. F. S. MALCOLM AND CO. will Sell, Without Reserve— A BEAUTIFUL COLLECTION OF OIL PAINTINGS OF N.Z. SCENERY, bv a famous English artist. On View To-day. A Rare Chance of adding to your Collection. 1.30 SHARP. SAILING KETCH, “JENNIE” (as she now lies at Customs • wharf), copper fastened, 2cvvt keel underneath, built last November, sails and every requisite;' *'o-.vher must sell to big’* sfc bidder. F. S. MALCOLM AND CO., Auctioneers. f. s. Mkimm & eo., Will Sell, at their Mart,-Lowe Street, TO-DAY (SATURDAY), April 11th. ONE GRAMOPHONE, One WOncer, One Lady’s Bicycle (seined under Distress Warrant). F. HEWITT PULLEN. Bailiff.

SOAP FOR THE MULTITUDE WHAT LOCAL INDUSTRY CAN ACCOMPLISH* SOME FACTS CONCERNING THE PROGRESS OF THE LYNDA SOAP COMPANY. If tlio average .Gisborne resident had been told a few years ago 1 that before long lie . ■would bo buying Ilia shaving soap, his bath soap, -as well j shaving soap, Ins hath soap, ■as well as that used for all varieties of household purposes from a company- that was solely a local institution, he would have simply laughed at his informant: His mirth would have, arisen largely because it had become an inherited instinct with him that any article to be of really first-class quality must be imparted, and that to patronise, a local article.'was to lower one’s position in the social scale. This silly prejudice which permeates many departments of trade constituted the.; chief obstacle to the success of the company which undertook to manufacture soap locally. Every condition other than the unpatriotic attitude just referred to was favorable. The presence of two local freezing works in the town made it nossible to obtain the raw material under exceptionally good terms, whilst the comparative isolation, of tlio town .rendered the competition of outsiders lass troublesome than would otherwise have been tlio case. Having arranged, for a first-class plant and a stall' of experts under the well-known Dunedin soapmaker, Mr. A. S. McLeod, the company started operations. It was soon demonstrated that the new organisation had nothing to fear front outside competitors on the score of quality and price of tho goods turned out. Tlio only difficulty was to-got into the minds of tho public that it was actually possible for a Gisbqrno firm to. produco soaps that were equal to those imported. Tills education of tho consumer has, therefore, been the first object of the management. It was quickly demonstrated to the leading grocers that tho Lynda Company had an article so good that it would, in time, sell itself, and duo credit must be given them for their assistance in tactfully, but persistently placing tlio local article .before the suspicious public. This initial movement required skill and diplomacy on the part of the salesmen, hut their task was made easier by the universal satisfaction given to the purchasers. Slowly but surely tho Lynda soaps have secured a hold on the local market, and within tlio last- few months sales have- literally jumped ahead. The latest move lies been to make a special window display of tlio different'varieties of soap and other, art-i clcs that nro manufactured at flic Kaiti works. For this purpose an arrangement has been raado with Messrs W. J. Cox and Co., grocers, to devote one of their windows entirely to tho Lynda manufactures, and the display that has been made will come ,ns something of a revelation to the passer,-by. The numberless worries of tho busy housewife have recently been added to b.v the hardness of tlio To Arai wafer, which resists all attempts to hitlioi with ordinary soap, and in this mat ter the company has shown its up-to-dateness by manufacturing a special brand, tho “Sweet Briar,” which it is claimed will give the utmost (satisfaction on washing-day. Soft eo.tp has been made a special study by the company’s manufacturer, Mr. A. S. McLeod, and is specially suitable for wool-scouring purposes. It is recognised by experts that no i.or.n, but well-made potash mixtures, should ever ~o near wool, and the company’s article is in increasing demand- for scouring purposes. Bath •soaps and shaving soaps are of very fine quality, and there are also in the. display soap extracts, medicated disinfectants, washing sodas, washing blue, axle greases, and other line's. That the Lynda Company is essentially a local concern, whose operations directly benefit the district, is emphasised b.v. the fact, that from the tallow which comprises the raw material to the wrappers in whic-li the various articles are packed, every item employed, has, wherever possible, been obtained locally. The company makes its appeal to the public, not upon sentiment. but. upon the quality and price of its geode, and is prepared to .stand or fall on this ground. At the same time Mr. McLeod contends that bo is fully justified in horneites that in hvy they are patronisb-g •; spends twenty shillings of (•■eery pound received iii tho town itself (Advt.) reminding Oi ng Lvnd.i roan concern which