May 6, 1950. The public is the ultimate master of the trade. Quick to react to a competitive situation created by larger and more varies supplies, it is beginning to assert its rights. The art of wooing the customer has to be learnt anew it is a composite technique which depends largely on the right price, the right quality, an attractive presentation and an effective approach. This in turn may be called the personal touch, friendly attention, or just plain salesmanship. Praiseworthy are the existing efforts to improve the training of young members of the trade, but they cannot reach everybody everywhere. {{COUNTERPOINT}}