Evening star. [volume] (Washington, D.C.) 1854-1972, 1890-11-22
THE SECRET OF SUCCESS.
| a Prosperous Merchant Gives a Frank
| Statement NJ His Epnerience

Prosperous Merchant Gives a Frank
Statement OF His Experience.
One OF the merchants OF the city who when
next Thursday comes will have good reason for
thankfulness as he reviews the good things the
year has brought him is Mr.. William III. Nc
knew OF 933 Pennsylvania avenue. Mr.. Nc
Know began a course Of systematic advertising
In the spring, and when a STAR reporter asked
him to tell tho result Mr.. McKnew made frank
statement Of the effect on his business.
Yes, sir" he said, ''last April 1 began ad-
vertising daily, furnishing new matter every
day in a readable style, and 1 can most en-
phatically say the venture has proven emil
nently successful. without any special effort
other than improving the store somewhat lay
ing In a good stock and securing a very effect
I've window piece my business for the past
seven months shows most marked increase
over that of the same period last year, and /
attribute 1t to advertising more than to any
other cause. This, too, III the face OF increased
and more spirited competition i'll our particular
branch-coGts, cloaks and suits"
Then, suggested the reporter, Il suppose
you are thoroughly convinced of the necessity
and advantages OF advertising"
Yes, / shall continue to advertise as long as
l do business and L already contemplate re-
modelling my present establishment and put
ting in elevator some time in the spring and
utilizing the entire building for the sale of
ladies' and cnildren's coats, cloaks and suits.
In extending my business shall naturally H.
crease my advertising.
what do you think of the theory advanced
by some that trade is leaving the nvenue?"
II do not think it amounts TO anything at all, "
answered Mr.. Mcknew. 1t is not SO much that
the avenue merchants are doing less as il is that
certain streets are doing more and the trade is
naturally growing. Trade in Washington is
centralzing and the large establishments are
thriving at the expense OF the smaller ones. IL
there has been any falling off in the business
OF any of the avenue merchants it is due more
to their apathy and lack of push and enter
prise than to any other cause, DIS any Legitimate
business properly managed and judiciously ad-
vertised cannot fail to succeed on this popular
thoroughfare."
Then you think, Mr.. McKnew, that the
course pursued by you would have the same
effect upon any business
Most assuredly do" said Mr.. McKnew,
with considerable emphasis. Il believe that
any good business can succeed if it be wisely
managed, properly pushed and judiciously ad-
vertised, provided, of course, that good values
be given and customers are courteously
treated"
"In your mind, what constitutes the best and
most effective ADVERTISING inquired the re-
porter.
81 think" said Mr. McKnew. advertise
ments should be written in a purely conversa-
honal strain, clear, simple statement Of facts,
logically and honestly advanced-thus infuenc-
ing tine reader to your way of thinking"
What do you think of The STAR as an ad.
vertising medum?"
Il consider it undoubtedly the best and most
effective advertising medium in the city," was
the reply. 1.-The circulation is marvellous in
comparison to the population OF the city. II
enjoys the full confidence of the people be-
cause it has never betrayed that confidence.
Yes, the public have faith in it and its business
announcements.