Wheeling register. [volume] (Wheeling, W. Va.) 1878-1935, 1893-12-20


again, even for different people, because
there is more pleasure in buying something
new. Opportunity is offered TO the ousl-
ness man to not only sell Christmas pres
ents, but to advise the buyer IN buying.
His large advertisements should begin IN
November, and be of an educational sort,
bright, breezy and brief, telling people not
only what he has to sell, but IN non-ego-
tistical 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 TO give
a poor relativee an oil stove can be made TO
buy a irst-class cooking range. Many
father thinking OF presenting his son with
a bicycle or sled, can be made with proper
advertisements, to purchase good bicycle
or 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 for
Christmas presents, can be made to spend
more money If she or he, can become con-
WINGED that by adding little more money,
| better and more acceptable things can be
purchased.
swindling 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. 1t is the business mans place 70
| so suggest to him that he Will buy some
thing sensible, and in which there is some
| thing sensible, and in which there is COM
Portable profit.
November and December are the great
| buying months of the year, and the ma
| iority of merchants can af1ord TO at least
double their advertising space during these
months, returning after the holidays 10
their usual space, but he who stops his
advertising after the holidays loses very
! large percentage OF extra pront 10 De MADE
by holiday advertising, for thousands OF
people buy after Christmas, and may for
get the holiday advertiser il his adver-
tisment is withdrawn after Christmas.
The liberal before-holiday advertiser can
do the bulk Of the local business. He can,
of he be shrewd enough. and without dis
honoring himself, so present his regular
wares that they will appear dressed IN
holiday attire. He must make everything
in his store attractive. He must have more
light. more counters, more everything. Tor
the convenience Of his customers, and be
must add as much proportionetely to his
advertising expenses as he does 70 any
other legimate expense coming with III
creasing business.
II the times be particularly dull in town,
II is partly your fault. You can make
them lively. II the advertisers in the city
are slow, unliberal, the best opportunity is
offered the enterprising merchant to take
business aWav from them. Where all the
merchants are progressive, then competl-
ton 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 time unless
- ha Ifyfd lad hr a. G M o.
rules or other distinct divisions, which
make the advertisement not a ooDgl0mera-
ton of advertisements, but directory OF
distinct holiday attractions, separately
presented.
Holiday advertising must be brief. The
papers are likely TO be crowded with adj
yertising. and the brief advertisement
gains the readers attention.
II is remarkable how attractive On APP
parentlv unattractive article appears, II
well busted in the store, and well adver-
tised in the newspapers. The original ad-
vertiser will convince people, who are not
regular holiday buyers, that they had bet
ter buy necessities during the holidays,
that ii a man is going 10 give his wife a
dress. because she needs IL, 10 costs no
more TO give it to her as Christmas pres
eut than it does TO buy it for her by and oy.
Shoes, stockings, shirts, and everything
children wear, can be given them as Christ
mas presents, with or without being dis
tinct holiday goods
don't own any newspaper. or any other
publication. l have no interest In periodi-
cal publishing, but know from my own
experience, and from the experience OF
hundreds Of successful business men, that
the daily and weekly local newspaper is
the oslv indispensable medium for the ad.
vertising of local goods in the holiday sea-
son, or out Of IL, and that other methods,
like circulars, dodgers, posters, and every
thing else, are more or less desultory. aud
are valuable, IL valuable az all. when used
in conjunction with the hrstrclass, we'll
written and well-displayed advertisement
in the newspaper Of character and circu-
lation.