‘The RURAL NEW-YORKER 
321 
Montgomery Ward and George R. Thorne 
started busirfess lender the name 
of: “Mont^am^ry W :r i & Co.” 
in 1372. M.\ Ward had been a 
clerk in a small town store, with 
farmers as his customers, farmers 
as his friends. And so he con¬ 
ceived the idea of helping’ save 
the farmer from paying three or 
four profits by selling him goods 
direct by mail at one small profit. 
With a capital cf less than $2,000 
they issued their first little one- 
page leaflets, and so began this 
vast business of Montgomery 
Ward & Co. 
The Oldest Mail Order House 
is Today the Most Progressive 
F OR FIFTY YEARS the American r armer and 
Montgomery Ward & Co. have been helping 
each other. 
For Fifty Years we have worked conscientiously 
always to offer you a saving. And you, by your 
appreciation, by your patronage, have built this busi¬ 
ness, until today we have five million customers. 
And there is the proof of the saving and the service 
Montgomery Ward & Co. have rendered to the public. No 
business that is not sound can weather the storms of fifty 
years. No business that does not render a genuine service 
can win the patronage of five million people. 
Our big 50th Anniversary Catalogue, pictured below, adds 
greatly to the sum of all our past achievement in making low 
prices. This book is today a Price Guide, sets the low price 
standard for America, and tells you the right price, the price 
you should pay for almost everything you buy. 
This book shows the new-old spirit of Ward’s—progressive, 
alert, working to give lower prices, to give you bigger and 
bigger values, and better and still better service—and always 
under the Banner of the Golden Rule. 
In 1874 the first 
All J.O/T catalogue of 
Montgomery Ward & Co. 
was issued. It contained 
eight pages, about three 
by five inches in size. To¬ 
day this 50th Anniversary 
Catalogue, this 1922 Price 
Guide, shows about every, 
thing for the Home, Farm, 
and Family—new, fresh 
merchandise of standard 
quality always, with evci y 
price based upon today's 
low costs ot production. 
If you have a copy 
of thi* book, buy 
from it regularly. It 
always brings you 
a saving. 
And lendthisbook 
to your neighbors. 
Let your neighbor 
take advantage of 
the cash saving it 
always offers. 
SM 
TO THE AMERICAN FARMER: 
UlUlllfliniti,,.. 
vxsary 1922 
a Cenfi.-w . 
1 “™- 
- «* £zz* "«<4'd* 
)rtr, f ^Price*. r 
u ^c^J^ mur y thu huri 
'f ,t ** y »op“4S-”** 
^6 CO 
Let Us All Pull Together 
Jl We know business conditions on 
f/V the Farms of America, as well as in 
' Mif t ^ ie towns and cities. We have cus- 
j iM tomers everywhere, V * e believe the 
i I If worst is behind us and we are hopeful 
I hi and encouraged. Butweareallinthe 
' I II same boat. We must all pull together. 
! I We are going to do our part with you. 
1 il This season you will need some new 
II tillage tools to replace those that are 
U worn out. We are going to furnish 
fij them without one cent of profit to us. 
I Our Tillage Tools 
/ Sold Without Profit 
I The prices on Tillage Tools in our 50th Anni¬ 
versary Catalogue are absolutely no-profit-prices. 
Many items are priced at less than we can replace 
them for today. And the prices all through this book 
have been made to meet present-day conditions. 
At Montgomery Ward & Co. we feel we owe a 
duty to our customers—to help make prices come 
down. We are in the same business boat with all of 
you. Let us all pull together. We are doing our part. 
MONTGOMERY 
WARD & CO. 
Kansas City Chicago 
St. Paul 
Fort Worth 
Portland, Ore. 
