Wheeling register. [volume] (Wheeling, W. Va.) 1878-1935, 1893-12-08
NECESSARY PUBLICITY.
The Pre-eminent value OF GOOD AoVer
tisIng-Before Holiday suggestions 20
Men OF Business-The Newspaper inc
Only Natural Medium Of Business Bring
inc
BIZ NATH'L. C. FOWLER, JR.,
Doctor of Publicity.

If it wasn't business, it wouldn't be
part Of business.
The man who cannot utilize advertising
in his business has no business to be IN
business, and generally isn't.
When six hundred thousand successful
wholesale and retail business men have
advertised, do advertise, and intend 10
advertise, 1 will not talk to the
man who doesn't believe in advertising,
and who is stagnating in his own folly,
attempting to believe that he IS the
exception which proves the rule. Suppos-
ing he is. what man Of sense dares follow
the rule of exception, when the immutaole
law of success demands necessary publicity!
Make I'D statistics for yourself How many
snccessful men in your town or city DO
business without advertising! VIII you De
with the successful majority, or IN Inc
risky minorityl
Does advertising pay!
Read the answer in the success OF the SIX
hundred thousand business men VINO Kno"
that advertising pays.
There is. annually, expended in America
one hundred and fifty million dollars IN al
yertisiug Of all classes, the oulK OF tnis
money going into regular periodicals, DAILY
and weekly newspapers. The proven vaIae
| of advertising 10 magazines ana other nat
ional publications, has no place mere, LOT
we are discussing local advertising Tor
| local business men, who obtain the bulk OF
their business from the city in when they
! do business, and from within radius not
| exceeding one hundred miles, the great
nropnrtion coming from not exceeding ten
Business has suffered from business de-
preston. but no business depression eve:
existed beyond its epidemic limit ana
| every depression has been followed by bet
ter times, all the more brisk from their
| contrast with preceding months.
| The most successful business men PROVE
by liberal expenditure, that there never
| have been times 80 dull that extra adver-
| Using did not pay. The foolish bust ness
man cuts his publicity appropriation when
| business appears to be poor, aud allows
! the neiRhbor in business TO cut into his
old customers and keep new ones away
| from him.
One has only to Judge folks by himself
! to be convinced that few people buy any
| thing. beyond perishable necessities, with
| out due consideration. A woman SELDOM
! buys a hat, cloak, or any other article
Cor her own use, or for her children. until
| the matter has been thoroughly renecteo
upon aud the market Investigated.
| While men are quicker buyers, most OF
them think before they buy, and as the
majority of men, so far as buying is con-
! cerned, are under the direct domination OF
wife. mother, sister or some other woman,
| l cannot be far out OF the, way IN saying
! that most goods are purchased with two or
! three weeks consideration.
! AS early as the first Of November, and
certainly by the middle Of the month, peo-
pie begin to consider what they will buy
! for holiday gifts. If the times have been
! hard, or are hard, they will buy almost as
| much. but they will buy necessities, and
! fewer fancy Injuries, when II times are
particularly good, they will buy foolish
! iuxllries instead OF so many necessities.
! The times regulate the class OF their buy
ing!
Ninety per cent. Of the people don't
know what they want to buy. They have
| bought Christmas presents before, ana
| they don't want 10 buy the same things
again, even for different people, because
there is more pleasure in buying something
s 70 Tof tonys s offered 10 Inc 0rs,
euts. but to advise the buy. in buying.
| his large advertisements should oeein in
| November. and be of On educational sort,
bright, breezy snd brief, telling people not
only what he has to sell, but IN non-ego'
Isistical way advising what to buy.
- majority OF people are like sheep
iley ct-q be led by real or presumed argu'
Aelt Ma,.V a woman who intends to give
pOOF IeIa'lSee an on stove can DO made tc
buy frst-class cooking range MANY 8
father thinking OF presenting his son with
a bicycle or sled, can be made with proper
| ADVERT QpmenfR IOurNh O a orOnd hfounlo
or sled, which is cheaper in the end, and
more satisfactory all around
The woman or man who has nut aside
one hundred dollars, or any other sum foI
Christmas presents, can be made to spend
more money If she or he, can become con-
WINGED that by adding little more money,
better and more acceptable things can be
purchased.
The Christmas card fiend, who is
swindling his conscience in the purchase
of Christmas cards instead of giving
something Of intrinsic value, can be edu-
Gated out of mis- idiocy, 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
| buying months of the year, and the ma
| jority Of merchants can afford to 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 be made
by holiday advertising, for thousands of
people buy after Christmas, and may for
get the holiday advertiser if his adver-
tisment is withdrawn after Christmas.
The liberal before-ho holiday advertiser can
do the bulk Of the local business. He can,
If 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 his store attractive. He must have more
light, more counters, more everything, for
the convenience of his customers. and he
must add as much proportionately to his
advertising expenses as he does TO any
other legimate expense coming with in
creasing business.
If the times be particularly dull in town.
it is partly your fault. You can make
them lively. If the advertisers in the city
are slow, unliberal, the best opportunity is
offered the enterprising merchant to take
business awav from them. Where all the
merchants are progressive then competi-
ton helps trade Where few merchants
are progressive, then liberal advertising is
all the more necessary.
The holiday advertisement should not
present more than one point at a time unless
the articles can be divided bY advertising
rules or osLer d,s;ncs divisions, which
make the advertisement not a couglomera-
ton Of advertisements, but a directory Of
distinct holiday attractions, separately
presented.
Holiday advertising must be brief. The
papers are likely to be crowded with ad-
vertisinR aad the brief advertisement
gains the readers attention.
1t is remarkable how attractive an ap-
parentlv unattractive article appears, IL
well busted in the store, and well adver-
tised in the newspapers. The original sd- |
vertiser will convince people, who are rot
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