Grand Rapids herald. [volume] (Grand Rapids, Mich.) 1892-1959, 1893-12-10
To Haze Good Advertisements
Than n Does Poor Ones
VALUE OF GOOD ADVERTISING
Il Pre-Eninens. Holiday Annosacs-
meats should H Brsef Sswsps-
pers the oaIy Medium


have advertised. do advertise aud in
tsud to advertise. I viii not talk 10 tho
man who doesn't believe In advertising.
and who >is stagnating In his own folly.
attempting 10 believe that he 10 the ex-
ception which proves the rule. Suppos
ing be il what man OF sense dares follow
the rule Of exception. when immutabls
law Of success demands necessary pub
licityy Mako up statistics for yourself
How many successful men In your town
or city do business without advcrtisingy
ity or In the risky minority
Does advertising payy
Read the answer In the success OF the
SIX hundred thousand business men who
know that ADVERTISING pays
There is. annually, expended In Amer.
lea one hundred and fifty million dollars
IN advertising Of all classes. the bulk OF
this money going into regular periodi
Gals. and daily end weekly newspapers
The proven yaiuo OF advertising Ia
magazines aud other national publica-
tons. has no place here, Tor We are die
cussiEg loca. advertising for local bust
ness men. who obtain the bulk OF their
business from the city 10 which they do
business. and from within radius OF
not exceeding one hundred mica the
great proportion coming from not ex-
ceeding ten mica
Better Times VIII Como
Business has suffered from business
depression, but no business depression
ever existed beyond lite epidemic limit.
and every depression has been followed
bv better times. all the more brisk froa
their contrast with preceding months.
The most successful business men
prove, by liberal expenditure. that there
never have been times % dull that ex-
ira advertising did not pay. The foolish
business man cuts his publicity appro-
priation when business appears TO be
poor. and allows his neighbor in buai-
ness TO cut into his old customers and
keep new ones away from him.
One has only to judge folks by him
self to be convinced that few people buy
anything beyond perishable necessities.
without due consideration. A woman
seldom buys . hat. . cloak. or any other
article for her own uss or for her chill
dren. until the matter has boon thor.
oughly reflected upon and the market
investigated
While men are quicker buyers. most
OF them think before they buy. and a.
the majority Of men. 90 far az buying is
concerned. are under the direct domina-
ton OF wife. mother. sister. or some
other woman, ] cannot DO far out Of the
way in saying that most goods are pur-
chased with two or three weeks consid-
Grafton.
AZ early as the middle Of November,
II - - L. a. - -
people begin to consider what they Will
been hard. or are hard. they will buy al
ties and fewer fancy luxuries. when IL
buy foolish luxuries instead of 90 many
necessities The times regulate the
class Of their buying.
Pleasures In Buying.
Ninety per cent Of the people don't
know what they want to buy. They
have bought Christmas presents before,
and they don't want TO- buy the same
things again. even for different people,
because there is more pleasure in buying
something new. Opportunity Is offered
10 the business man 10 not only sell
Christmas presents. but to advise the
buyer in buying. His large advertise
ments should begin in November and be
Of an educational sort, bright, breezy
and brief, telling people not only what
he has 10 sell. but in a non-egotistical
way advising what to buy.
The majority OF people are like sheep
They can be led by real or presumed ar
gument Mapy woman who Intends
TO give poor relative al oil stove can be
made 10 buy a first class cooking range.
Many father thinking Of presenting
his sou with q bicycle or sled can be
made. with proper advertisements. to
purchase a good bicycle or sled, which 10
cheaper In the end and more satisfac-
tory all around.
The woman OF man who has put ASIDE
500. or any other sum for Christians
presents. can DO made 10 spend more
money IL he or she can become con-
vinced that by adding little more
money better aud moro acceptable
things can be purchased.
The Christmas card fend, who IL
swindling his conscience in the purchase
Of Christmas cards instead OF giving
something a intrinsic value. can be
educated oct OF his idiocy. and he made
To buy wisely. IL is the buRineas mans
Etalo ~ - ra&kEr& ~ htta tnat uo Wtt
buy somcfhing sensible. ard In which
there 10 comfortable profit
The Buying Months.
November and December are the
great buying months OF the year. aud
the majority % merchants can afford 20
al least double their advertising space
during these months. returning after
tho holidays b. their usual space. but be
who stofss his advertising after the holt
days loaos very large percentage OF the
extra profit 10 he made BY holiday al.
vertislng. for thousands of people buy
after Christmas add may forget the
holiday advertiser IN his aiyertisemsntis
withdraw altar Chfistmaa
The liberal before holiday advsrtisef
can do ths hulk - the local BUSINESS
fiH can. II he ~ shfewd enough. and
without disboaofing himself. 80 present
his regular wares that they viii appear
dressed ia holiday attire. lie must
make everything 10 bic asofs attractive
Ne must bare more light. more esua.
tefs more ssEything. TOR the cnnyrn.