The morning news. [volume] (Savannah, Ga.) 1887-1900, 1893-09-04
CONTINUOUS ADVERTISING.

The Sense of Continuity-P Pushing
Business Everlastingly-C
Prosperity Nathl G. Fowler,
Jr., Doctor of Publicity.
Copyright, 1893, by The Trade Co., Boston,
The Creator is the Deity of continuity
He did not build worlds on Monday and
stop work on Tuesday. He did not take
a holiday on Thursday and work the
harder Friday to make up lost time His
work was of six periods. He stopped
only when there was nothing to do. In
each period was done the proportionate
work of its time, perfect in itself, success
ful because it harmonized with the work
before and afterwards.
No man can raise live stock by feeding
it one day and starving it the next.
Jagged indeed, must be the education
of the boy who skips his mathematical
lessons every other month.
Perhaps the automatic bOOkkeeper can
finish his entries, close his ledger, never
to reopen the past, except for reference
Desk-sitting bOokkeepers are not men Of
business.
The business man who pulls down the
top of his roller desk, with everything
done and nothing to be continued, has no
called business isn't business.
ITO be confined, - is the motto OF trade
''Never to be finished is rule of pro
gressive business.
Heaven is the home of the man who
stops.
This world is made for workers, that
there may not be shirkers in the ontinu-
Gus BY and By
Always at it, is the trademark of
business
The man who is in stock to-day, and out
of stock tomorrow, is apt to be out of
business the next day.
Advertising has two distinct values.
First, the initial presentation of some
thing, accompanied by argument Second,
the continuation of that argument
Mighty few people, anywhere, answer
an advertisement the first time they see
it, unless it be Of special bargain or of
some illegitimate article of trade.
One can advertise a cheap chromo and
secure a value from the very first adver-
tisement. These are advertisements of
the ''sufficient-unto-t he-day" and insult
cient-to-mOrrow" class.
The good advertisement of good bust
ness has more value collectively than indi-
vidually; that is, its value consists, not
in one appearance of itself, but in that
appearance in continuation of former APP
pearances, and in the certainty OF subse-
quent appearances.
Allow me TO give personal reminis-
cence. don't deal in advertising, yet
publicity is my profession | should
know something about it.. l ought not to
be as much influenced by advertising as
the man who has never studied IL, for IA
miliarity with anything sometimes breeds
interpretation. Before me for several
years was the advertisement OF an insur-
ance company / did not know anyone
i ~. II tfsrgsg 4
necessity of insurance, put on my hat,
went directly to the office of that insur-
ance company and took out policy The
only reason | went to that particular com
pany was because the advertisements of
that company had been before me for
years. l did not appreciate either the
advertisement or the company, although
l had seen the advertisement a thousand
times, until the time came when |
wanted insurance, and then | connected
the advertisement of years with the ne
cessities Of my particular case, and the
company got some Of my money.
The advertisement which appears TO-
day, and not tomorrow, is liable to make
people forget that it appeared at all.
Most folks causually read advertise
ments. If the next day, or the next
week, they think of something they want
they may remember seeing an advertise
ment Of il in the paper. The paper is
gone They turn to a subsequent issue of
the same paper ana do not find the adver-
tisement, consequently they either do
not BUY the goods then, or they buy Of
somebody who is advertising the same
thing.
While some national advertisers make
every other day and every other week ad-
vertising pay, the local dealer has no
right to take his advertising out Of the
paper, so long as he advertises at all. He
may cut the size a little, although the
shrewd advertiser seldom does.
In the same place, occupying the same
amount of space, in the same paper,
month after month, and year after year.
not only brings new trade, but converts
that new trade into permanent trade,
creating busin ess Of prosperity to pos
terity.
While there are exceptions, the MAORI