Burlington weekly free press. [volume] (Burlington, Vt.) 1866-1928, 1893-09-07
i-OT WEATHER BUSINESS.

Preliminary Publicity in, Business Push
ing-MaklnG the Public Pockst-Book
swing Your Way.
by Nathl c. Fowler, Jr., Doctor ofrpublioity. ]
Copyright, 1893, by The Trade Company, Boston)
The Creator is the Deity of continuity, He
did not build worlds on Monday, and stop work
bn Tuesday He did not take holiday on
Thursday. ana work the harder, Friday, to make
UP lost time. His work was ufsix periotis Ile
stopped only when there was nothing to do. In
each period was done the prorertionate work of
tts time, perfect in itself. successful because it
wards.
No man can raise 1--we stock by feeding it one
day and starving it the next.
Jagged. indeed, must he the education OF the
hoy who skips his mathematical lessons every
other month.
Perhaps tho automatic booll.keepcr can finish
his entries. close his ledger, never to reopen
the past, except for reference ncsk-sitting
book keepers nre not mon of business
The business man who pulls down the top of
his roller desk with everything done and moth.
ing to he continued. has no business to he in
business, because his so-called business isn't
business
80 lie continued is the motto Of trade.
Never to be finished " is a rule of progres.
eiVe business.
Heaven is the home of tho man who stops
This world Is made for workers, that there
may not be shirkcrs in the Continuous BY
and BY
always at it" il the trademark Of business
The man who is in stock to-day, and out OF
stock tomorrow, j. apt to be out of business
Advertising has two distinct values First
The initial presentation of something, accom-
panied by argument. Second, the continuation
Mighty lew people. anywhere, answer an adj
vertisemcnt the first time they see it unless it
he OF a special bargain, or OF some Legitimate
article Of trade.
one can advertise a cheap chrome AMI secure
n value from tho very first advertisement.
These are advertisements OF tho sufficient
tO-Ul
class.
The good advertisements Of good business las
more value collectively than individually; that
Is, rs value consists not in one appearance Of
itself, but i'll that appearance in continuation
ut former appearances, and in the certainty Of
subsequent appearances.
Allow ne 10 give personal Renaissance.
don't deal III advertising, yet publicity is my
profession | should know sometime about if .
ought not to he a. much influenced by adver-
Using as the man who has never studied it, for
familiarity with anything sometimes breeds
inappreciatiOn. Before me for several Years
was the advertisement Of an insurance COM
p1ny. did not know any one connected will
IT, When realized the necessity of insurance
J put on my hat, went directly to the Office Of
mat insurance company, and took out n policy
The only reason went to that particular com
rany was because the advertisement of that
company had been before me Tor years | dld
not appreciate either the advertisement or the
company. although ! had seen the advertise
mert Thousand times until the time came
When wanted insurance, and then connected
the advertisements of years with tho necessities
If my particular case, and the company got
some Of my money.
The advertisement which appears to-day, and
not tomorrow, is liable to make people forget
that 1t appeared at all.
Most folks casually read advertisements If
the nest day, or the next week, they think of
something they want, they may remember see
~ an advertisement of it in the paper Tho
paper is gone. They turn TO n subsequent issue
Of the same paper, and do not find the adver-
tSemcnt, consequently they either do not buy
the goods them or they buy of somebody who is
advertising the same thing.
While some national advertisers make every
other-day and y-other-week advertising
pay, the local dealer has no right to take his
advertising ont OF tie paper, SO long as he adj
vertiSes at all He may cut the Size a little
although the shrewd advertiser seldom does
IN the same place, occupying the same
amount of space, in the same paper month after
month, and year after year. not only brings new
trade, but converts that new trade into per-
m1nent trade, creating business Of prosperity
TO pOsterity
While there are exceptions, the majority of
men who are succeeding to-day are the men who
continuously advertise.
There is the weakest kind of original logic in
ne argument that a man can go successfully
Knows OF Isolated exceptions where men think
ing his way have succeeded.
II l. safer to follow the law Of general
averages than to be guided by the rule of excep-
tons.
The following advertisements illustrate con-
tnuuuS advertising. | have attempted to show
advertisements of a general character, which
local trade. The advertiser will add the neces-
sarE words of description. All of these exam
pies need many times the space they occupy to
show to advantage