Wheeling register. [volume] (Wheeling, W. Va.) 1878-1935, 1893-12-13
By NATH'L. c. FOWLER, JR.,
Doctor OF Publicity.

| in his business has no business 10 Ue IL
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
nau who doesn't believe in advertising,
and who is stagnating ia his own folly,
attempting TO believe that he is the
exception which nrores the rule. Suppos-
lag he is, wha; man Of sense dares follow
the rule OF exception, when the immuta6le
law of success demands necessary publicity!
Make up statistics for yourself How many
successful men in Your town or city 40
business without advertising! VIII you &c
with the successful majority, or IN the
rissy minority!
Does advertising pay!
Read the answer in the success OF the SIX
hundred thousand business men vino know
that advertising pays.
/ There is. annually, expended in America
/ one hundred arG nifty million dollars IN az
yert.siug OF all classes, the bulk OF ibis
money going into regular periodicals, daily
and weekly news papers. The proven y8lue
! Of advertising ia magazines and other nat
/ ioual publications, hiss no place here Tor
| we gro discussing local advertising Tor
| local business men, who obtain the bulk Of
/ tneir business from the city IN which they
! DO business, anu from within radius not
| exceeding one hundred niles, the great
proportion coming from not exceeding ten
! miles.
Business has suffered from business de-
preston, but no business depression eve"
! existed Deyond its epidemic limit, ana
! every depression has been followed by pet
! ter 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 adver-
| Using did not pay. The foolish bust ness
/ man cuts his publicity appropriation when
| business appears to 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 perisnable necessities, With
| out due consideration A woman seldom
| buys hat, 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 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 saying
that most goods are purchased with Two or
! three weeks consideration.
AS early as the first Of November, and
! certainly by the middle OF the month, peo-
! pie oegin 10 consider what they will buy
! for holiday gifts II the times have been
hard, or are hard, they will buy almost as
much. but they will buy necessities, and
| 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
| ing
Ninety per cent. of the people don't
| know what they want to buy. They nave
! 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 something
new. Opportunity is offered TO the bust
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 woman who intends 10 give
q Door relativee an Oil stove can be made to
buy first-csss cooking range. Many
father thinking of presenting his son with
q bicycle or sled, can be made with proper
advertisements, to purchase a 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 Tor
| 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.
The Christmas card fiend, who is
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 10
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
jority of merchants can afford to at least
! double their advertising space during these
/ months, returning after the holidays TO
their usual space, but he who stops his
advertising after the holidays loses very
large percentage of extra profit to be made
I by holiday advertising, for thousands OF
| people buy after Christmas, and may for
get the holiday advertiser if his adver-
tismeat Is Withdrawn after Christmas.
The liberal beforeholiday advertiser can
| o the bulk Of the local business He can,
| he be shrewd enough. and without dis
honorinS himself, so present his regular
wages 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, FOR
I the convenience OF his customers, and he
! must add rs much pr0portionately TO his
! advertising expenses as he does 10 any
other legimate expense coming with in
| cre4siug business.
If the times be particularly dull in town,
il is partly your fault. You can make
Them lively. II the advertisers IL the city
| are slow, unliberal, the best opportunity IS
offered the enterpr.sing merchant TO take
/ business away from them. Where al the
! merchants are progressive. then compeu-
! ton helps trade. Where few merchants
are progressive, tnen iihcT-! advertising IS
all the more necessary.
The holiday advertisement should not
! prCseat more than oac point ~ tins unless
| iae articles can &c divided o7 advertising
rules or ctaer gfe.la" divisions, which
make tie elv....ri ..e.elt sOt a couGlome-a-
ton Of advertise m5nts, but directory OF
distinct holiday attractions, separately
/ presented.
Holiday advertising must be brief. The
papers are likely TO be crowded with Cd
! versising, aad the 6r.eI advertisement
gains The readers attention.
Il IS remarkable how attractive an ap-
parentlv unattractiye article appears, X
/ wei busted ia tne store, and well adver-
tlsed in the newspapers. The original adj
vertser will convince people, who are rot
regular holiday buyers, that they bad bet
ter buy necessities during the holidays,