Wheeling register. [volume] (Wheeling, W. Va.) 1878-1935, 1893-12-14
By NATH'L. c. FOWLER, JR.,
Doctor of Publicity.

IL it wasn't business, 1t wouldn't Oe
] 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 to
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 ne is, what man Of sense dares follow
the rule Of exception, when the immutable
lawof success demands necessary publicityi
Make up statistics for yourself How many
successful men in your town or city do
business without advertising, VIII you be
with the successful majority, or IN the
risky miDortyi
Does advertising payi
Read the answer In the success Of the six
hundred thousand business men who know
that advertising pays.
There is, annually, expended IN America
one hundred and hfty million dollars IN al
vertisiug OF all classes, the bulk OF this
money going into regular periodicals, daily
aud weekly newspapers. The proven value
of advertising 10 magazines ana other nat
ional publications, has no place here, Tor
we are discussing local advertising for
local business men, who obtain the 0ulRof
their business from the city In which they
do business, and from within radius not
exceeding one hundred miles, the great
/ proportion coming from not exceeding ten
miles.
Business has suffered from business de-
preston, but no business depression ever
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 u0eyGl expenditure, that there never
have been times 80 dull that extra adyer-
Using did not pay. The foolish business
man cuts his publicity appropriation when
business appears 70 be poor, and allows
the naighbor In business to cut into his
old customers and keep new ones away
from him.
One has only 10 Judge folks Oy himself
to Oe convinced that few people buy any
thing, beyond psrisnabls necessities, with
cut due consideration. A woman seldom
Guys q hat, a cloak, or any other article
for her own use, or FOR her children, until
the matter has been thoroughly reflected
upon aud the market Investigated.
While men are quicker buyers, most OF
them think before they buy, aud as the
major " of men, so far as buying is con-
ceVncd, are under the direct domination OF
wife, mother, sister or some other woman
/ cannot be TAR out OF the way in saying
that most goods are purchased with two or
three weeks consideration.
A 10 ia rF Nnvnu1Nnfs and
certainly by the middle Of the month, peo-
Die Degin 70 consider what they viii buy
for holiday gifts If the times nave been
hard, or or5 hard, they will buy almost as
much. but they will buy necessities, and
fewer tancy luxuries, when ii times are
particularly good, they will buy foolish
luxuries 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 70 buy. They nave
/ bought Christmas presents before, and
they don't want 70 buy the same things
again, even for different people, because
there is more pleasure in buying something
new. Opportunity is offered 20 the busi-
ness man 10 not only sell Christmas pres
ents, but to advise the buyer Ia buying.
His larCe advertisements should begin ~
November, and be of an educational sort,
bright, breezy and brief, telling people not
only what he has 70 sell, but IN non-ego-
Jis,icsl way advising what TO buy.
The majority OF people are like sheep.
| They can be led by real or presumed argu-
ment Many a woman who intends 70 give
a Door relutivee an oil stove can be made 20
ouv a first-class cooking range. Many
father thinking of presenting his son with
@ bicycle or sled, can be made with proper
( advertisements, 70 purchase a good bicycle
/ on 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 be, eau become con-
WINGED that by adding little more money,
| better and more acceptable things can be
purchased.
me Christmas card feud, who is
syviudlipg his conscience in the purchase
OF Christmas cards instead Of giving
something of intrinsic value, can be edu-
Gated out of histology, and be made to buy
wisely. 10 Is the business mans place 70
So suggest 10 him that ne Will buy some
thing sensible, and in which there is some
thing sensible, and ~ which there IS COM
fOr-able profit.
NOver Der aud December are the great
buying months of the year, and the ma
t
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 20 be made
bv holiday advertising, for thousands or
polple bur after Christmas, and may for
get the holiday advertiser If his Edver-
usmeut is Withdrawn after Christmas.
The liberal before holiday advertiser can
de the bulk Of the local business. He can,
of ne be shrewd enough, and without dis.
bCnCring himself, so present his regular
wares that they viii appear dressed IN
holiday attire. Re must make everything
in his store attractive. He must have more
Hght. more counters, more everything, Tor
the convenience Of his customers, snd he
must add as much prODortonateIy to his
advertising expenses as he does TO any
other legimate expense coming with IN
creasiug business.
If the times be particularly ouI IN town,
ft is partly your IQUit. OF can make
tbers lively. If the advertisers in the city
are slow, uuhbsral, the best opportunity IS
ofTered the enterprising merchant TO take
business away from them. Where all the
merchants are progressive, then competl-
ton helps trade. Where few merchants
nre progressive, then liberal advertising is
Gil the more necessary.
The holiday advertisement should not
present more than one point at time unless
the articles can be divided BY advertising
rules or other distinct divisions, which
make the advertisement not 6 cOnGlOmera-
ton of advertisements, but directory OF
distinct holiday attractions, separately
presented
Holiday advertising must be brief. The
papers arc likely 10 be crowded with ad-
vertising aBd the brief advertisement
gains the readers attention.
It is remarkable how attractive an ap-
Darsutlv unattractive article appears, If
well busted in the store, and well adver-
tsed in the newspapers. The original ad-
vertiser will convince people, who are rot
regular holiday buyers, that they had bet