Wheeling register. [volume] (Wheeling, W. Va.) 1878-1935, 1893-12-12
BY NATH'L. C. FOWLER, JR.,
Doctor ofPubliciIy.

w le4 SIX LuuQfeu thousand BuCCeoSiu u
wholesale and retail business men have
advertised, do advertise, and intend to
advertise, will not talk to the
man who doesn't believe in advertising,
and who is stagnating in bis own folly,
attempting TO believe that he is the
exception which proves the rule. SuppOs-
ing be is, what man Of sense darss follow
the rule Of exception, when the immutable
law Of success demands necessary publcityl
Make up statistics for yourself How many
successful men in your town or city do
business without advertising! WIN you be
with the successful majority, or in the
risky minOrityi
Does advertising pGyl
Read the answer ia the success OF the six
hundred thousand business men who know
that advertising pays.
There is, annually, expended IN America
one hundred and fifty million dollars in al
vertising OF all classes, the bulk OF this
money going into regular periodicals, daily
and weekly newspapers. The proven value
OF advertising IN magazines aud other nat
iOnal publications, has no place here, Tor
we are discussing local advertising for
local business men, who obtain the bulk or
their business from the city in which they
do business, and from within a radius not
exceeding one hundred miles, the great
propOrtl on coming from not exceeding ten
miles.
Business has suffered from business de-
preston, but no business depression eye-
existed beyond its epidemic limit, and
every depression has been followed by bet
ter times, al the more brisk from their
contrast with preceding months.
The most successful business men prove,
by hoera, expenditure, that there never
have been times 50 dull that extra adver-
Using did not pay. The foolish ousl ness
man cuts his publicity appropriation when
business appears 70 De poor, aud allows
the neighOor in business 10 cut into his
cid 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 perisnable necessities, with
out due consideration. a woman seldom
buys a HAT, 4 cloak, or any other article
for her own use, or for her children, until
the matter has been thoroughly renecteo
upOu and 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-
cernsd, are under the direct domination OF
wife, mother, sister or some other woman,
I cannot be far out OF the way in saying
that most goods are purchased with TWO or
three weeks consideration.
As earlv as the first of November, and
certainly by the middle Of the month, peo-
pie Oegin 70 consider what they will buy
FOR holiday gifts If the times nave been
hard. or are hard, they will buy almost as
much. bus they Will buy necessities, and
fewer fancy Injuries, when II times are
particularly good, they will buy foolish
/ Injuries instead Of so many necessities.
The times regulate the class OF their BUY
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 tie same things
again, even for different people, because
there is more pleasure in buying something
new. Opportunity is offered 10 the ousl-
ness man 70 not only sell Christmas pres
eutS, but 70 advise the buyer IN buying.
His large advertisements should begin IN
November. aud be Of an educational sort,
bright, breezy and brief, telling people not
only what he has 10 sell, but IN nOn-eg0-
tistical way advising what TO buy.
The majority OF people are like sheep.
They can be led by real or presumed ergu-
ment. Many a woman who intends TO give
a poor relatiyee an Oil stove can be made TO
buy a hrst-class cooking range. Many
father thinking Of presenting his son with
q bicycle or sled, can be made with proper
advertisements, TO purchase 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 for
Christmas presents, can be made to spend
more money If she or be, eau become con-
WINGED that Oy adding little more money,
better and more acceptable things can be
purchased.
Ths Christmas card fend, who is
swindling his conscience in the purchase
Of Christmas cards instead or giving
something Of intrinsic value, can be edu-
csted out of his idiOcy, and be made to buy
wisely. 10 is the business mans place 10
so suEye % 70 him that be will buy some
thing seusiO and in which there is some
thing sensi Ole, and IN which there Is COM
forbade profit.
November and December are the great
buying months Of the year, and the ma
ioritv 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 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 IL his adver-
tsment is Withdrawn after Christmas.
The liberal before holiday advertiser can
DO the bulk Of the local business. He can,
if he be shrewd enough, and without dis
honoring himself, 50 present his regular
wares that they will appear dressed in
holiday attire. He must make everything
iu his store attractive. de must nave more
light. more counters, more everything, Tor
81. farfna OF his pr1GfomRrg and nl
must add as much proporuonately 10 his
advertising expenses as he does 10 any
other leg mate expense coming with in
crossing business.
1.-THE times be particularly dull in town,
IL is partly your fault. You can make
them lively. II the advertisers in the city
are slow, ualiberal, the best opportunity is
offered the enterprisiug merchant 70 take
business awav from them. Where Gil the
merchants are progressive, then compeu-
ton helps trade Where few merchants
are progressive, then liberal advertising IS
slI the more necessary.
The holiday advertisement should not
present more than one point at a tins unless
the articles can be divided by advertising
rules or other distinct divisions, which
make the advertisement not a cOnglOmera-
ton OF advertisements, but directory OF
distinct holiday attractions, separately
presented.
Holiday advertising must be brief. The
papers are likely 10 be crowded with sd-
vertising, aad the brief advertisement
gains the readers attention.
IL is remarkable how attractive an APP
parently unattractive article appears, II
wei busted in the store, and well adver-
tsed in the newspapers. The original ad-
vertiser VIII convince people, who are not
regular holiday buyers, that they had bet
ter buy necessities during the holidays,
that X man is going TO give his wife
dress, because she needs IL. it costs no
more 70 give IL 70 her as a Christmas pres
ent than il does 20 buy it FOR her BY and by.
Shoes, stockings, shirts, and everything
children wear, can be given them as Christ
mas presents, with or without being dis