Catalog

Eager farmers, their wives, their boys, their girls, their dependent uncles, aunties, began to thumb last week the new annual catalog of Montgomery Ward & Co. The farmers found themselves more prosperous than last year and they found the catalog correspondingly fatter. It contained 700 pages measuring each 9 x 13 inches. It contained -- very like its predecessors--marvelous pictures of skirts, of trousers, of miniature railroads, of horses ready to ride, of chairs ready to sit down in, of frenzied wallpaper, of tombstones, of everything. And the prices? A mere $3.17, or $22.45 including wrapper.

Montgomery Ward serves 7,000,000 families from seven stores in Chicago (home store), Baltimore, Kansas City, Fort Worth, St. Paul, Portland, Oakland. (Sears Reobuck serves 9,000,000 families). Orders are filled within 48 hours.

An interesting sidelight on easy existing credit conditions is afforded by the firm's part payment arrangements on such articles as furniture, radio sets, pianos, household utensils and even complete heating plants.