Wheeling register. [volume] (Wheeling, W. Va.) 1878-1935, 1893-12-23
By NATH'L c. FOWLER, JR.,
Doctor Of Publicity.

luS NC IS WHAT 10 "a OF sense dareS IolloW
the rule Of excep ion, when the immutable
law Of success der ands necessary publicity
Make up statistic for yourself. How many
successful men in your town or city do
business without -dvertising2 Win you be
with the succe hful majority, or in the
risky minOrity3
Does adverdslr pay2
Read the ausw4 E In the success Of the six
hundred thousan business men who know
that advertising Jays.
There is, annuity, expended in America
one hundred ana fly million dollars in al
vertslng or all 2 asses, the bulk Of this
money going into regular periodicals, daily
n weekly news apers. The proven value
or advertising IN Magazines and other nat
lonal publications has no place here, for
we are dlscussiI 2 local advertising for
local business me who obtain the bulk OF
t~helrbuslness fro n the city in which they
DO business, and rom within a radius not
exceeding one h ldred miles. the great
proportion comir from not exceeding ten
miles.
Business has suffered from business de-
preston, but no business depression ever
existed beyond its epidemic limit, and
every depression has been followed by bet
ter times, all tie more brisk from their
contrast with preeedine months.
The most SUCCESSFUL business men prove,
oy LIBERAL expenditure, that there never
have been times So dull that extra adver-
Using did not ply. The foolish bust ness
man cuts his puOAikity appropriation when
business appears % De poor, and allows
the nelghOOr In business 10 cut into his
old customers app keep new ones away
from him.
One has only ID Judge folks by himself
to DO convinced that few people buy any
thing, beyond perlsnable necessities, with
out due consideration. A woman seldom
buys a hat, a cloak, or any other article
for her " use, or for her children, until
the matter has be9n thoroughly reflected
upon and the mar-et investigated.
While men are. Quicker BUYERS, most OF
them think BEIGE they buy, and as the
majority of men, sci far as buying is con-
cerned, are under TILE direct domination of
wife, mother, sister Or some other woman,
j cannot be FAR ont lOf the way ia saying
that most goods are purchased with two or
three weeks constipation.
AS early as the mist Of November, and
certainly by the mtdhle of the month, peo-
pie begin 70 cOnsldeF what they will buy
for holiday gifts. Ia the times have been
hard, or are hard, t9eV will buy almost as
much. but they wiz buy necessities, and
fewer fancy lUxUrieB. when if times are
particularly good, they will buy foolish
Injuries instead OF $50 many necessities.
The times regulate the class OF their buy
ing
Ninety per cent. bf the people don't
know what they want to buy. They have
bought Christmas presents before, and
thew don't want 10 buy the same things
again, even for different people, because
there IS more pleasure in buying something
new. Opportunity IS offered 10 the bust
ness man TO not only sell Christmas pres
ents, but TO advise She buyer in buying.
ais large advertiser snts should begin in
November, and De- Oh an educational sort,
bright breezy and brief, telling people not
only what ne mas 20 sell, but IN q non-ego-
tistical way advising what to buy.
The majority OF People are like sheep.
They can be led bfre al or presumed argu-
ment Many a whaln who intents to give
a poor relatlvee a1oilt stove can be made to
buy q hrst-class tooIk king range. Many a
father thinking OF pre santing his son with
a bicycle or sled, Tan be made with proper
advertisements, ID put chase q good bicycle
or sled, which IS 4healper in the end, and
more satisfactory all drOund.
The woman or man who has put aside
one hundred dOllars, cir any other sum for
Christmas presents. chm be made to spend
more money if sha or he, can become CON
WINGED that by adlingla little more money,
better and more ACCEPTABLE things can be
purchased.
The Christmas calkd fend, who is
swindling his conscience in the purchase
of Christmas catds instead Of giving
something Of intrinsic kalue, can be edu-
Gated out Of histology, and be made TO buy
wisely. It is the business mans place 10
so suggest TO him that he will buy
thing sensible, and in which there is some
thing sensible, and in which there is com.
Portable profit.
November and December are the great
buying months Of the year. and the ma
iority Of merchants can afford to at least
double their advert sing space during these
months, returning latter the holidays TO
their usual space, but he who stops his
advertising after tie holidays loses a very
large percentage or extra profit to be made
by holiday ADVERT king, for thousands of
people buy after Christmas, and may for
get the holiday adj ertiser if his adver-
Isment is Withdraw n after Christmas.
Tue Gber7l beforet holiday advertiser can
do the oulk On he Idea business. He can,
of he lbGh, hand without dis
honOrlng hlmseu, Sd pre- sent his regular
wares that UDey Ukiu Dlbear dressed in
holiday ATTIRE. - must maze everything
in his store atsr4ctlve He must have more
light more couu. more everything, Tor
tue conVSul0uCo his customers, and 20
must adQ as Muo proDortionately 70 his
advertising eAPo1es as ne does to any
other leSiMsIo @ bense coming with in
creasing business.
If the times De P Particularly dull in town,
70 is parity you kault. You can make
@ hvely' ~ III advertisers in the city
are SLOW, unuOeL1t the best opportunity Is
OhereC the ehtStpt rising merchant to take
business away IEoh them. Where all the
merchants are pro-ressive h competi-
ton heips Iraue. Where few merchants
are progressive, zen liberal advertising is
all the more neceSs
The holiday advertisement should not
present more a. SSne point at a time unless
tRe arucles al ~ divided by advertising
rules OF osueL tinct divisions, which
make the adVeLuSement not q conglomera-
ion OF SUNGlLs ents, but a directory OF
olsllnCt "ONu@y attractions, separately
Holiday adverti5 40. n. briss The
papers are Key be crowded with ad-
Nestlstns' brief advertisement
set1S -o,o~i-sh NE 1tention.
lt IS femarAso.e how attractive an APP
PaHtSS 4ns.aS - tbo I've article appears, II
Wen USE - 80 tore, and well adver-
$50 ~ o".ipers. The original adj
$3.50. boiisev ~, ce people, who are not
teI ecessit5sJer that they had bet
|s9 i during the holidays,
dress, because shefOAbs 70 s'NS =
more to give il 70 b ueeus - 10 SsS ~
emit than il does 70 FLS OaEIss1as
shoes, stockings, Suy - AotASt os
children wear, can utlts, ~
mas presents, Wiz stsea SueH
unct holiday goOdN VI WITHOUT oNns
/ don't own any
-Ers--as- i hamGWSDHnDE. OF auK QklCL
P1oS L,a no interest in periOdi-