Wheeling register. [volume] (Wheeling, W. Va.) 1878-1935, 1893-12-22
WHEELTNG pAILY REGIsTER. FRIDAY. DECEMBER 2. l8gs

again. even for different people, because
there is more pleasure in buying something
new. Opportunity is offered to the bust
ness man TO not only sell Christmas pres
ents. but TO advise the buyer IN buying
his large advertisements should begin IN
November, and be Of an educational sort,
bright, breezy and brief, telling people not
only what be has to sell, but Ia q non-ego-
tistical way advising what TO buy.
The majority Of people are liz sheep.
They can. be led by real or presumed argu-
ment. Many a woman who intends TO give
a DOOR r~elatiyee an oil stove can be made TO
buy a frst-class cooking range. Many a
father thinking of presenting his son with
a bicycle or sled, can be made with proper
advertisements, to purchase a good bicycle
or sled, which is cheaper in the end, and
more satisfactory all around.
The woman or man who has put aside
one hundred dollars, or any other sum Tor
Christmas presents, can be made to spend
more money if she or he, can become con-
WINGED that by adding aittle more money,
better and more acceptable things can be
purchased.
sWipdliug his conscience in the purchase
of Christmas cards instead of giving
something of intrinsic value. can be edu-
Gated cut of histology, and be made to buy
wisely. 1t is the business mans place 10
so suggest to him that he will buy some
thing sensible, and in which there IS some
thing sensible, and in which there IS COM
Portable profit.
November and December are the great
buving months of the year. and the ma
joritv Of merchants can afford 10 at least
double their advertising space during these
months, returning after the holidays TO
their usual space, but he who stops his
advertising after the holidays loses a very
large percentage Of extra profit TO oe made
by holiday advertising, for thousands OF
peoule buv after Christmas, and may for
get the holiday advertiser If his edyer-
tisment is withdrawn after Christmas.
The liberal before-holidsy advertiser can
do the bulk Of the local business. He can,
of he be shrewd enough, and without dis
honoring himself, so present his regular
wares that they will appear dressed IN
holiday attire. He must make everything
in mis- store attractive. He must have more
more counters, more everything. for
the convenience of his customers, and he
must add as much proportiOnately 70 his
advertising expenses as he does to any
other legimate expense coming with III
creasing business.
If the tunes be particularly dull ! n town,
il is partly your fault. You can make
them lively. If the advertisers in the city
are slow, ~uuliberal, the best opportunity Is
offered the enterprising merchant to take
business away from them. Where all the
merchants are progressive, then competi-
ton helps trade. Where few merchants
r progressive, then liberal advertising is
all the more necessary.
The holiday advertisement should not
present more han one point AZ a time unless
The articles can be divided by advertising
rules or other distinct divisions, which
make the advertisement not a conglomera.
ton Of advertisements, but a directory or
distinct holiday attractions, separately
presented.
Holiday advertising must be brief. The
papers are likely TO be crowded with ad-
vertisiug, and the brief advertisement
gains the readers attention.
II is remarkable how ATTRACTIVE an APP
parentlv unattractive article appears, IL
well busted in the store, and well adver-
tised in the newspapers. The original ad-
v~ertiser will convince people, who are not
regular holiday buyers, that they had pet
ter buy necessities during the holidays,
that If a man is going TO give his wife a
dress, because she needs 10, IL costs no
more TO give it to her as a Christmas pres
emit than it does 10 buy 1t for her by and oy.
Shoes, stockings, shirts, and everything
children wear, can be given them as Christ
mas presents, with or without being dis
tinct holiday goods.
/ don't W any newspaper, or any other
publication. l have no interest in perlodi-
cal publishing, but know from my W
experience, and from the experience Of
hundreds of successful business men, that
the daily and weekly local newspaper is
the only indispensable medium for the adj
vertising Of local goods in the holiday sea-
son, or out of it, and that other methods,
like circulars, dodgers, posters, and every
thing else, are more or less desultory, and
are valuable, If valuable at all. when used
in conjunction with the irst-class, we'll
written and well-displayed advertisement
in the newspaper of character and circu-
lation.