Hatchet Buried

ADVERTISING Hatchet Buried

Manhattan's Macy's and Gimbels were still at it. This time, Macy's swung first. Well aware that one of Gimbel's heartiest chest-thumpings has been that Gimbels was "first in the world with the ball-point pen," Macy's asked in full-page ads: "Do you own a horse-and-buggy ball-point pen?" If so, no matter where it was bought, and if it cost more than $3.50, Macy's would take it back, allow $3 credit towards the purchase of any ball-point pen priced at $12.50 or more.

Last week, Gimbels struck back, also in full-page ads: "When Johnny-come-lately tries to put Johnny-on-the-spot on the spot, WHAT HAPPENS?"

What happened was that Gimbels would take in any fountain pen, bought at any price, give a credit of $4 on any Gimbels pen priced at $8 and up. (Manhattan citizens wondered: what was wrong with the ball-point pen?)-

At week's end, however, both stores succumbed to the merchandising spirit of the season. In ads Gimbels sang:

Peace is upon us, and Christmas is nigh,

The dove is on hand and the goose will hang high-- Gimbels and Macy's and Herald Square Saks

Have kissed and made up--have buried the ax.

Those old feudin' pistols are high on

the shelf, It's hard to believe it, so see for

yourself,

How Gimbels and Macy's and Saks-34 Have trimmed their facades to resemble

ONE store.

-Of one early model, many a rueful buyer knew the answer: It was advertised as sure to write even under water, but on dry land (and on shirts and coats) it leaked.

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