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99 CENTS ONLY STORES /City Of Commerce, California So You Think It's Funny? Well, Come On In.(THE NEW AMERICA)
Byline: Adelia Cellini Linecker
Go ahead, laugh at Eric Schiffer's company. See if he cares.
Laugh at those full-page newspaper ads placed by 99 Cents Only Stores, where Schiffer serves as president.
Maybe you've seen them. They highlight the retailer's low-priced merchandise -- and tout its "lay-away plan" and "bridal registry."
Funny, right? Jay Leno thinks so. He's featured them on NBC's "Tonight Show."
"It's really a joke," Schiffer said. "We get a lot of free publicity from radio and TV stations. We have a lot of fun with it."
You want fun? When the company opened its Montebello, Calif., store in January, it sold 19-inch color TVs for 99 cents to the first nine customers and offered 99-cent scooters.
Now 99 Cents …
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