When James A. Hess started the Service Tire & Battery Company in Rockford, Ill., recently, he introduced the new firm to the public by an unusual tire sale. It was called a dollar sale, and was extensively advertised.

One tire was sold for list and another thrown in for $1. Opportunity to purchase two tires for practically the price of one naturally attracted wide attention and during the first week literally hundreds of car owners flocked to the Hess store. Sales were made so fast that a corps of workers was kept busy mounting the tires for purchasers.

As a means of making the firm known at once to a large number of potential customers the sale proved a decided success. Hess declared that he met more people in Rockford that first week than would have been possible during a year in business with any other plan.