Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-06-28

uulHdWou NOT0l W pTtdcu tuO UuSlucSS
doctrine of continuous change Of business
base, to advocate the periodical habitual
removal of store or Office from one end of
the city to another, the business men
would take him gently by the: hand, lead
him out into natures solitudes, to leave
him there
Yet this is precisely the logic practiced
by the merchant who advertises for day,
for week, -or for a month, to withdraw
his advertisements for the same period or
for a longer one.
No business man of sense would dream
of closing his store every-other-day or
week, keeping closed in January and open
in February.
No merchant would think Of discharging
his best clerks in midsummer because
trade appeared to be lighter.
Every merchant knows that beyond the
little effervescence Of novelty the longer n
man has been at stated place the more
yoluminous and solid is his business.
Change of location is never made except
to meet necessity.
The average merchant would rather build
on the site of his success than to move away
from it, except in those cases where the
growth of the town demands locative
change.
same general line of goods enable the mer-
chant to build up business worth having
and worth keeping.
Experience has effectively shown that the
first appearance OF any advertisement OF
any advertiser seldom brings more than the
meanest kind of transient trade; the second
appearance generally does nothing more
than to open to the reader excuse for at
tention; the third suggests business: the
fourth suggests more of it; the fifth is liable
to impress the reader that it may be to his
advantage to consider the article advertised
or more likely it sufficiently impresses him
with it that the memory of it may be re-
called by subsequent advertising. 1t has
sown the seed, but has not watered it. The
sixth appearance of the advertisement is
liable to be felt in the store where the goods
are for sale. Then the advertisement be.
gins to tell OF course, this refers more to
the announcements of new advertisers than
to older ones, but the principle proportion
ately holds good to both.
The man who expects to get anything
save transient trade from his advertisement
within twenty-four hours from the time his
first advertisement appears, simply finds
himself mistaken.
If advertising would bring immediate,
definite and solid returns before the paper
was dry upon which it was printed, I
should not believe in advertising beyond
few advertisements of a transient kind.
The strength of advertising is in its lat
ent power; the value contained within it, if
one be persistent and consistent.
To take the advertisement out of paper
is simply to destroy a heavy proportion of
the preliminary education of the possible
customers who are beginning to read it.
Many an advertiser has seen his advertis-
ing fall to ironed fairness because he
stopped it at critical period in its life.
The first visit of any one to a store gen.
orally results in the purchase of nothing
but trifiing necessities.
The first reading of an advertisement of
new advertiser impresses the reader
about as much as do the first notes of music
when the band is struck by lightning three
seconds after the fall of the baton.
Every other-day or every-other-week adj
vertising may have about as much effect as
has the Furnishing of a child by one blow
week until all of the allotted strokes have
been administered.
An advertisement in the paper to-day,
out tomorrow, in the next day, and out
the day after that, furnishes excuse for not
following it at all.
Many reader sees the Monday adver-
tisement; forgets about it; thinks of it
Tuesday; looks for it then; the Monday
paper is lost; the Tuesday paper does not
contain it; he forgetS it again; two forget
ings are sufficient. Good, healthy seed has
been sown upon fertile ground to be raked
out before it has a chance to root; even the
soil rebels at the second sowing; the ground
heals up; it has to be plowed again; plow-
ing is expensive.
1t has been over and over again proven
that continuous advertising is the only kind
of advertising which pays. There is no
need of proving it again. General law is
safer to follow than Individual opinion.
do not know of a solitary case where
irremittent advertising has brought any
adequate return compared with that which
comes from the advertisement which ever
day in and day out, always with something
fresh in it, the business ever in its accus-
toned place in the advertising columns.
The claim made by some advertisers that
once-in-a-while advertising pays is simply
backed by the few cases where apparent
fact over-shadows accepted principle. Ex-
ceptions prove most rules Exceptions eX-
list in this as well as in everything else. A
man may make more money sailing rickety
ship laden with valuable cargo. The ship
may survive trip after trip; profit may pile
upon profit; the ship may go down empty;
but no sensible navigator sails WORKOUT
vessel.
Not what can besmade the wrong way,
but what can be made the right way. builds
business.
People get as much accustomed to loca-
lion in the paper as to the location in the
store.
A man can no more afford to be out of the
paper than he can afford to be out of his
store or out of his head.
Many woman does not know that she
wants more clothespins until the advertise
nent tells her she does. The more ways an
appeals to her the more
likely she is to buy the goods advertised.
A hat advertisement Of week, with
different hat billed every day, will put more
hats on heads than will any standing ad-
vertisement of a month.
The conventional advertisement reading
John Smith & Co.,
Hats
No. Hat Avenue. Hatville,
occupying an obscure inch in the newspaper,
s worth something, but pays a mighty
mall dividend on the investment. A man
nav see an inch advertisement; he may find
needle in feather bed il he be located in
hat particular part of the bed
Hats simply mean hats, and have no in
luence to bear upon the would-be hat
,uyer, even if he should happen to see the
advertisement.
The hat advertisement should never be
,ut Of the paper, but it seldom should be
allowed to appear over three times alike.
Setter never appear twice alike.
There is a conservative clothing store.
Their advertisements may read something
ike the following:
[HE Smith & SMITH CO. |
fine CUSTOM CLOTHING. |
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