Burlington weekly free press. [volume] (Burlington, Vt.) 1866-1928, 1893-09-28
THE OPENING SEASON.
Days of Busy Business--How to Earn Your
Share ana More Too-Tbe Accepted Time
TO Tell Folks All About Buying-The
Necessity of PLENTY of Advertising,


20 Tell Folks All About Buying-The
Necessity of Plenty of Advertising.
Blu Eondniel c. Fo,rltr, IT., Doctorof Publicity.
Copyright, 1893. by The Trade Company, Boston.)
There are three times of trade:
ueliday trade. confined largely TO the
pelling of Injuries and ornamental ncccs-
bities.
Spring-time trade, days of good business,
Fall trade, stimulated by summer Stun
berng, and the coming of the coolest
beason, when folks must have things.
Fall trade has 20 be the most lively of
eny season, except that of the holidays,
because il follows the longest dull season
of the year, and precedes the days of cold
necessity.
The fall is agriculturally and CONNER
tally the harvest of the year.
Trade even in the grent commercial cen
ters, IL to very large extent controlled by
The products of the earth.
The farmer, although he may indivdu-
ally have little money, is the fundamental
basis of finance, for without him this
country and all other countries would be
as moonish sterility.
In the autumn the farmer receives money
Tor his crops. He is therefore flush, or in
any event has more money than he has had
at any other period of the year.
The business man has taken his summer
and mentally to do business.
The clerk is renovated inside and out
The wife is preparing to have what she
has been looking forward to, and which
has been promised her during the months
gone by.
Business has been at comparative
standstill.
Everybody expects fall trade TO be good
Where there is expectancy there must be
lulfllment.
People are in buying mood, because
they haven't been SO, and because they
have more money than they did have.
The fall offers the opportunity OF the
year for legitimate retail business.
The months of September and October
constitute the buying times of the year, for
in these months comes the elimination of
good summer advertising and if that
advertising be followed by extensive
advertising, the right kind of business
connection is made, and the merchant
makes money.
The fall brings the quickest returns from
Advertising and the most direct, save those
which accrue during the few days preced-
ing Christmas.
/ never have advocated extravaganza in
fall advertising, and do not now, but there
is very little danger of the retailer spend
ing too much money in reaching out for
trade during the trading season.
Advertising generates the only CONNER
,ial rays of the business sun that can both
Orng and hold trade
The merchant who believes that the
present hard times will interfere with
autumnal success, and in that belief dis
continues advertising during the selling
season, commits business suicide.
1t matters not whether the selling season
be good or bad, the best advertiser, all
things considered, will get the bulk Of the
business and the bulk of poor business is
worth as much an equitable share Of
good business.
1t is far better to do a fair business now
than to do no business at all
The shrewd advertiser cannot afford to
stop the source of his income simply because
times have been, or may he, hard, for he
would thus open an opportunity for some
one shrewder than he to take away, by
liberal advertising, the business he has had,
and may continue to have.
Generally, the advertiser who uses a
given space throughout the year can afford
to have from two to three times as much
space during September and October, for
during those months he must clinch trade,
if he ever intends to do so, and
nothing but liberal advertising will give
him an opportunity to get hold of trade to
clinch, for advertising is the only yet dis
covered way TO bring customers to the store.
1t is impossible to show in limited space
examples Of fall advertising. | therefore
am obliged to confine myself to the presen-
tation of headings and lines, to be used in
general local advertisements, in any space
the advertiser may choose TO put them
into. These lines are original, and can
serve as trademarks if desirable. 1t is a
good plan to select some strong and etfec-
tive line, and use it for a considerable time
in all the advertising. Let the house be
known by that expression. There is no
necessity of these lines being surrounded
Ivy borders, but borders are given here SO
that the lines may appear, in their diminli-
tive size, to at least a portion of the advan-
Nk-hi Rh hos oh nin Nr
three column space We're given them.