The morning news. [volume] (Savannah, Ga.) 1887-1900, 1893-08-28
HOT WEATHER BUSINESS.

preliminary publicity In Business
Misunderstanding the Public Pocket
book Swing Your Way-By NathI
g. Fowler, Jr., Doctor of Publicity.
Copyright, 1893, by The Trade Company,
Boston)
Some fools say that folks don't read
when it's hot, that newspaper circula-
tions are dormant, that publishers take
vacations, that most people let down the
bars of business by barring up business.
Here's the Ananias of business lies
Judge the world by yourself.
When do you do the most readings
During the long winter nights, when bus
mess is rushing, and hard work at the
store fosters evening indisposition2 No.
In Christmas time, when everybody is
tired out, and every night means socia-
bic, party, the theatre, or something
else2 OF course not. During the fall.
when business is picking up, and trade is
flushed with success? BY no means. In
the spring, when you are getting ready
for a good time in the summer, and are
working nights to make up for your vaca-
tions days? Certainly not.
YOU and the rest of folks everywhere,
do the bulk of your reading in tho sum
mer, and the bulk of that bulk in August
and the first part of September.
You relax (you have got to or diego
down TO the store or Office late in the
morning, and come home early at night
You have a cottage by the sea, or a farm
house in the mountains, and if you don't
| have any other, you make a summer re-
| sort of your own home You have little
| to do, and therefore you read.
You read everything
Did you ever go aboard ship. or on an
excursion9 You look at the bounding bill
| lows for a while, study the passengers,
watch the shore, then a reading frenzy
! comes upon you. You will read Your
morning paper is absorbed from beginning
TO end, advertisements and all then YOU
| skirmish around for something else How
| you reach for an old copy of an old paper,
| all crumpled and torn, and how religious
| ly you read it!
| Did you ever go into a village postoffice.
where city folks stay in summer, and see
| the whole town on the sidewalk, waiting
| for the morning mailI
Three-fourths of the mail is made up of
| papers-hOme papers, and these papers
are read by those who receive them, and
| by all the neighbOrs, guests and friends.
A woman visitiI BrowntOwn will read
| all the local items n Smithville paper
when the only person she knows in
| Smithville is the pickup acquaintance
| who loaned her the paper.
Folks will read in summer what thew
won t read in winter. Real literature is
at a discount. Learning has crawled
| into cave.
We all read light stories, funnigraphs,
| news, and general newspaper miscellany,
| and the advertisements.
| Experience teaches every man, whether
| he lives in the'country, city.or metropo-
| lis that he himself reads more advertise
ments and more local newspapers in the
| summer than he reads at any other time
| of the year, and women-they read the
papers all the time.
There ere few articles which a pur-
| chaser purchases Immediately upon the
conception of his desire. No matter how
trivial thing may be, unless it be of abb
| solute immediate necessity he postpones
| the buying
The man who wants a furnace thinks it
| over for month or two months before he
| buys it,
4 suit of clothes is worthy of four
weeks considerable and the same with
furnitye, and everything of necessity
| and luxury, except food.
The advertiser should begin to adver-
tise before people are ready to buy. He
| should teach the doctrine of buying when
| folks are ready to learn it. He is the
man WIN Will DIIllB uCW JIdu6 anu III
| crease old trade.
Most folks don't realize they want
| something until somebody tells them.
| 1t is the business of an advertisement
| to create demand, and to go further, to
| produce desire in those people who ought
! to have something, but don't realize it.
During the summer months, and es-
! pecially in the last of August and the first
| of September, people are beginning to
| think about something, and the adver-
| tiSer who presents that something through
| the columns of the local paper is the ad-
| vertiser who will do the business, not
only in the early fall, but throughout the
| year.
While advertising should never be dis
continued during season, and while good
| judgment says it should go little beyond
season, the best part of advertising comes
| before season-in that time when people
| have time to think and are the most
easily influenced, with climatic, and other
| influences adjusted for the benefit of the
shrewd merchant who knows enough to
create general trade. and to direct part of
| that trade to himself.
The following advertisements present
| ideas representing general headings and
| introductions to advertisements of pre-
tsliminary nature. They should all occupy
| very much more space than the space
| allotted in this article. Nearly all of
| them would look much better in double
| column, and three column width would
| still more improve them.
SFF N ~ n