The morning news. [volume] (Savannah, Ga.) 1887-1900, 1893-09-18
THE OPENING SEASON.
Days Of Busy Business How TO Earn
Your Share, and More, Too.

The Accepted Time to Tell Folks All
About Buying - The Necessity o.
Plenty ofAdvertisinR- Nathaniel
c. Folwer, Jr., Doctor of Publicity.
| Copyright, 1898 by The Trade Company, Bos
TOM
! There are three times of trade:
Holiday trade, confined largely to the
selling of luxuries and ornamental ne
| cessities.
Spring-time trade, days of good bust
ness, following the post-Christmas de
preston.
Fail trade, stimulated by summer slum-
bering, and the coming of the coolest
season, when folks must have things.
! FAN trade has to be the most lively of
any season, except that Of the holidays
because it follows the longest dull season
| of the year, and precedes the days of
| cold necessity.
The fall is agriculturally and CONNER
cially the harvest of the year.
Trade, even in the great commercial
! centers, is to a very large extent con
trolled by the products of the earth.
The farmer, although he may individu-
! any nave iIbtlC ulOlltiN Is bllt luuudiutu tai
! basis Of finance, for without him this
| country and all other countries would be
! as mOOnish Sterility
In the autumn the farmer receives
money for 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 sum
mer vacation, 'and is better prepared
| physically 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 a comparative
! standstill.
Everybody expects fall trade to be
good.
Where there is expectancy there must
| be fulfillment
People are in a 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 culmina-
ton 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 preceding Christmas.
never have advocated extravaganza in
| fall advertising, and do not now, but
there is very little danger of the retailer
| spending too much money in reaching out
for trade during the trading season.
Advertising generates the only CONNER
Cial rays of the business sun that can both
bring 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 sea-
son be good or bad, the best advertiser
all things considered, will get the bulk of
| the business, and the bulk OF poor bust
ness is worth as much as an equitable
share of good business.
1t is far better TO do fair business now
than to do no business at all.
The shrewd advertiser cannot afford to
stop the source of his income simply be-
cause times have been, or may be, 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 af-
ford to have from two to three times as
much space during September and Octo-
| Der, 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 discovered way to bring customers to
| the store
1t is impossible to show in limited space
! examples of fall advertising. [ therefore
am obliged to confne myself to the pre-
| sentation 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 trade marks if desirable.
! 1t is a good plan to select some strong and
effective line and use it for cOnsidera Bile
| time in all the advertising. Let the
house be known by that expression.
| There is no necessity of these lines being
surrounded by borders, but borders are
| given here so that the lines may appear,
In their diminutive size, to at least a por-
ton of the advantage which they would
| obtain if two or three columns space were
given them.