The morning news. [volume] (Savannah, Ga.) 1887-1900, 1893-11-24
NECESSARY PUBLICITY.
The Pre-eminent Value Of Good Ad-
VeTtiSing.

~ .
ing-Bv Nathaniel c. Fowler, Jr.,
Doctor of Publicity.
Copyright, 1898, by the Trade Company, Bos-
ton.
Advertising is business.
If it wasn't business, it wouldn't be a
part of business.
The man who cannot utilize advertising
in his business has no business to be in
business, and generally isn't.
When 600, 600 successful wholesale and
retail business men have advertised. do
advertise, and intend to advertise, l 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.
Surprising he is, what man of sense dares
follow the rule of exception, when i'm
mutable law of success demands necessary
publicity? Make up statistics for your
self. How many successful men in your
town or city do business without adver-
Using? Will you be with the successful
majority, or in the risky minority?
Does advertising payl
Read the answer in the success of the
900, 900 business men who know that ad-
vertising pays.
There is, annually expended in Amer
lea Sl50,000,000 in advertising of all
classes, the bulk of this money going into
regular periodicals, and daily and weekly
newspapers. The proven value of adVer-
Using in magazines and other national
publications, has no place here, for we are
discussing local advertising for local bus
mess men, who obtain the bulk of their
business from the city in which they do
business, and from within a radius of not
exceeding 100 miles, the great proportion
coming frome not exceeding ten miles.
Business has suffered from business de-
preston, but no business depression ever
existed beyond its epidemic limit, and
every depression has been followed by
better times, all the more brisk from
their contrast with preceding months.
The most successful business men
prove, by liberal expenditure, that there
never have been times so dull that extra
advertising did not pay. The foolish
business man cuts his publicity appropri-
alton when business appears to be poor,
and 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 perishable necessities,
without due consideration. A woman
SGlNOLu bu4S d lC0. C1Odhs VI any ObnGE
article for her own use, or for her chill
dren, until the matter has been thor
oughly reflected upon, and the market in
vestigated.
While men are quicker buyers, most of
them think before they buy, and as the
majority of men, so far as buying is con-
cerned, are under the direct domination
of wife, mother, sister, or some other
woman, l cannot be far out of the way in
90 win hot 10 I.I,~s4 NI
with two or three weeks consideration
AS early as the first of November, and
certainly by the middle of the month,
people begin to consider what they will
buy for holiday gifts. If the times have
been hard, or are hard, they will buy
almost as much, but they will buy neces-
stiles and fewer fancy lpxuries, when if
times are particularly good they will buy
foolish luXuries instead of so many neces-
stiles. The times regulate the class of
their buying.
Ninety per cent. of the people don't
know what they want to buy. They have
bought Christmas presents before, and
they don't want to buy the same things
again, even for different people, because
there is more pleasure in buying some
thing new. Opportunity is offered to the
business man to not only sell Christmas
presents, but to advise the buyer in buy
ing. His large advertisements should be-
gin in November and be of an educational
sort, bright, breezy and brief, telling peo-
pie not only what he has to sell, but in
nOn-egOtiStical way advising what to buy.
The majority of people are like sheep.
They can be LED by real or presumed ar
gument. Many woman who intends to
give poor relative an oil stove can be
made to buy a irst-class cooking range.
Many father thinking of presenting his
son with bicycle or sled, can be made
to purchase good bicycle or sled, which
is cheaper in the end, and more satisfac-
tory all around.
The woman or man who has put aside
one hundred dollars or any other sum for
Christmas presents, can be made to
spend more money, if she or he can be-
come convinced that by adding a little
more money, better and more acceptable
things can be purchased.
The Christmas card fiend, who is
Swlndling his conscience in the purchase
of Christmas cards instead of giving
something of instrinsic value, can be ed
ucated out of his idiocy, and be made to
buy wisely. 1t is the business mans
place to so suggest to him that he win
Guy something sensible, and in which
there is comfortable profit.
November and December are the great
buying months of the year, and the ma
Jorlty of merchants can afford to at least
double their advertising space during
these months, returning after the holt
days TO their usual space, but he who
stops his advertising after the holidays
loses very large percentage of the extra
profit to be made by holiday advertising,
for thousands of people buy after Christ
mas, and may forget the holiday adver-
tiser if his advertisement is withdrawn
after Christmas.
The liberal before-holiday advertiser
can do the bulk of the local business. He
can, if he be shrewd enough, land without
dlshonoring himself, so present his regu
lar wares that they will appear dressed
IN holiday attire. He must make every
Thing in his store attractive. He must
nave more light, more counters, more
everything, for the convenience of his
customers, and he must add as much pro-
portionately to his advertising expenses
as he does to any other legitimate eX-
pense coming with increasing business.
II the times be particularly dull in
town, it is partly your fault, You can
make them lively. If the advertisers in
the city are slow, unliberal, the best OPP
portunity is offered the enterprising
merchant to take business away from
them. Where all the merchants are pro-
gressive, then competition helps trade.
Where few merchants are progressive,
then liberal advertising is all the more
necessary.
The holiday advertisement should not
present more than one point at a time,