The Wheeling daily intelligencer. [volume] (Wheeling, W. Va.) 1865-1903, 1893-08-24
DUI1.TInIE ADVERTISING.
There Need 30 No oaIet season uni,
AIsFchnuta Waat "a Ra1t

There Need 30 No Qnlet season Unless
Merchants WRHt 90 Rest.
There are many shrewd business men
who have succeeded in making moder,
ate fortunes, and still retain tho opin.
ion that it pays to advertise when
trade is good but that advertising can
not DO profitable when trade is sup,
posed to be stagnant. 1t ia proposed to
argue this question along the trodden
path OF automatic truth, in order that
1t way 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 between the first OF June
and. the first OF September as are
read at any other time OF the year, ac-
eordlng to Building Business, II is then
hot and uncomfortable, and people
let down the bars" OF business and
straight-laced society duties to spend
their time upon the piazzas, at the sea-
shore, in the mountains or by the lakes.
Ihere never was 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 a stock OF
books and papers as OF clothes and me-
cessities. The scramble for daily pa
pera and magazines in the feading-room
OF every hotel and at the newsstand OF
every country resort during the hot
months teaches kindergarten lesson
OF OF positive fact, The statement made
that it Is too hot TO read is built upon
nothing; 1t Ia never too hot too read; it
IL frequently too hot to work.
One reason why so few goods are sold
during the summer is that dealers
make comparatively little effort to sell
goods. If people purchased what they
wanted, and knew what they wanted,
there would be~no drummeFs and no
advertising. Goods would simply be
put on the shelves and card OF de-
scription and price be placed on them.
Customers would come into the store,
look around to find what they wanted,
carry tho goods TO the girl to have it
bundled, and pay the check ct the cash
ler's desk. Trade would DO like the
bill OF fare in restaurant. There eau
be no dull season in live store, whore
reasonable goods are placed upon sale
and heavily advertised. The So
cret OF profitable advertising in
tho dull season is simply to ar.
range it so as TO appeal directly to tho
requirements OF the seaaon aud 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 q tennis coat until they have
thought OF the matter several weeks.
Tho average woman considers baby
carriage month before she buys one.
1t Is the little suggestion which turns
the possible customer in the direction
OF any particular store or article. This
suggestion is generally the advertise
ment, which forces into the.mind not
yet recognized desire. II the advertise
ment continues 1t ia sure to strengthen
and to fan into life the. germ which it
planted the first tlme it was seen.
The shrewdest OF national advertisers
have advertised extensively during the
GUNNER months. Vacation time Is the
season to "eat, sleep and read" the
time when the business man turns his
attention to home and home comforts,
and makes up his mind that he wants
this or that, long before he buys it, be-
cause he then has the time In which to
consider it. The assertion can safely
be made that fully one-half OF the
goods purchased between tho first OF
September and the first OF December
have been bought, in the mind OF the
pure aser, during July and August.
Thebest advertisers are realizing this,
and are keeping their advertisements in
the papers, not only during the selling
seasons, but between seasons, when the
strength of advertising Is latent, yet
there, although not easily seen by the
foolish man who casts his dollars on
the financial waters, to have them
como back to him with the next flood.
ing OF the tide.