Wheeling register. [volume] (Wheeling, W. Va.) 1878-1935, 1893-12-22
NECESSARY PUBLICITY.
The Prs-emInent value OF Good Advor-
tising-Before Holiday suggestionS to
Mon OF BusIness-The Newspaper the
Only Natural Medium of Business Bring
ing.
BY NATH'L. c. FOWLER, JR.,
Doctor Of Publicity.

CCopyytg6t 1883 Jy The Trade Company, BOston.l
Advertising is business.
If it wasn't business, it wouldn't be q
part Of business.
The mar 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, I 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 deres follow
the rule Of exception, when the immutable
law Of success demands ecessary publicitya
Make up statistics for yourself. How many
successful men in your town or city do
business without adVertising9 Win you be
with the successful majority, or in the
risky minoritys
Does advertising pay!
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 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 and other nat
iOnal publications, has no place here, Tor
we are discussing local advertising for
local business men, who obtain the bulk OF
eI.g- hrra9uaeg fran fha R14u In which thew
do business, and from within a 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 eve-
existed beyond its epidemic limit, and
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 V
have been times so dull that extra adver-
Using did not pay. The foolish business
man cuts his publicity appropriation when
business appears 10 De poor, aud allows
the neighbor 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 p%erishable necessities, with
out due consideration. a woman seldom
buys a hat, a cloak, or any other article
for her own use, or for her children, until
the matter has been thoroughly reflected
upon and the market investigated.
While men are quicker buyers, most OF
them think before they buy, and IS the
majority of men, so far as buying is con-
cerned, are under the direct domination OF
wife, mother, sister or som other woman,
I cannot be far out OF the way in saying
that most goods are purchased with two or
three weeks consideration.
As.earIy as the first of November, and
certainly by the middle of the month, peo-
pie begin 70 consider what they will buy
for holiday gifts. II the times nave been
hard, or are hard, they will buy almost as
much. but they will buy necessities, aud
fewer fancy Injuries, when if times are
particularly good, they will buy foolish
~luxuries instead of so many necessities.
The times regulate the class OF their buy
ingl
Ninety per cent. Of the people don't
know what they want to buy. They have
bought Christmas presents before, and
thew don't want to buy the same things