All my life I have felt that the consumer was at an unfair disadvantage in buying.

When, for eight years beginning in my teens, I owned and ran a country store, I never quite saw the equity of concealed profits which, on some things, were several times the percentage they were on others.

In my twenty-odd years of advertising and publishing, and several years of editing a magazine devoted to sales promotion, I have always thought that the final consumer was treated too much as a mere incident, that he had too little voice.

Always in my own buying I have felt a discontent with my total ignorance as to how much I was paying the mer chant for the distributive service he performed for me. Perhaps he was getting but five per cent of the retail price, perhaps sixty per cent.

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