ADVERTISING: 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,...

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