The evening herald. [volume] (Shenandoah, Pa.) 1891-1966, 1893-08-15
DULL TUNES.

opinion that It pays to advertise when
trade is good, but that advertising can
not be profitable when trade is suppos-
ed to be staguant, and, following this
line of thought, the Lancaster Eranli'
ner says; It is proposed to argue this
question along the trodden path Of AK
iomatlc truth, in order that it may be
proved that there is as much reading
done during the summer as is done
during any other season of the year.
BY observation it can be easily
proved that there are as many papers
and books read between the 1st of June
and the lst Of September as are read at
any other time Of the year. 1t is then
hot aud uncomfortable, and people
t'let down the bars" of business and
straight-laced society duties to spend
their time upon the piazzls, at the sea
shore, in the mountains, or by the lake
There never was a man or woman, with
brains enough to comprehend the head
line of newspaper, who did not carry
to The summer cottage or summer hotel
or to the home, about as large stock
OF books and papers ss of clothes and
necessities. The scramble for daily
papers and magazines in the reading
room of every hotel and at the news
stand Of every country resort during
the hot months teaches a Kindergarten
lesson of positive fact. The statement
made that it is too hot to read,
IS built upon nothing; tits never too hot
TO read, it is frequently to work.
One reason why so few goods are
sold during the summer is that deal
ers make comparatively little effort to
sell goods. If people purchased what
they wanted, and knew what they
wanted, there would be no drummers
and no advertising. Goods would
simply be put on the shelves and a
card of description and price be placed
on them. Customers would come into
the store, look around to find what
they wanted, carry the goods to the
salesman to have it bundled, and pay
the check at the cashiers desk. Trade
would be like the bill of fare in restaur-
ant. There can be no dull season in
live store where seasonable goods are
placed upon sale and heavily adver.
tised.
The secret of profitable advertising
in the dull season is simply to arrange
it so as to appeal directly to the require
ments Of the season and to the coming
seasons. 1t has been proved that the
sale Of everything except the absolute
necessities is made two or three
months before the definite order is
given. The majority of men do not
even buy a tennis coat until they have
thought of the matter several weeks.
The average woman considers
baby carriage month before she buys
one. II is the little suggestion which
turns the possible customer to the
direction OF any particular store or
article. This suggestion is generally
the advertisement, which forces into
the mind a not yet recognized desire
II the advertisement continues it is
sure TO strengthen and to fan into life
the germ which it planted the first
time it was seen.
The shrewdeat Of national advertisers
have advertised extensively during the
sumner mouths. Vacation time is
the season to seat, sleep, and read"
che time when the business man turn
his attention to home comforts, and
makes up his mind that he wants this
or that long before he buys it, because
he then has the time in which to con-
slider it. The assertion can safely be
made that fully one half of the goods
purchased between the lst of Septem.
Der and the lst of December have been
bought, in the mind Of the purchaser,
in July and August. The best adver-
.isers are realizing this, and are keep
ing their advertisements in the papers,
lot only during the selling seasons, Z
ut between seasons, when the q
.rength Of advertising is latent yet .
iere. v
HoKE SMfrH or Hoax Smith-whieh :,
aght it to be-? 10