Wheeling register. [volume] (Wheeling, W. Va.) 1878-1935, 1893-12-21
NJ NATn'L. c. FoWLER, JK.,
Doctor Of Publicity.

The man VINO Canuot utlliNO o~'OA siSiuS
in his business has no business to be in
business, and generally isn't
When six hundred thousand successful
Wholesale and Ietsil business men have
advertised, do advertise, and intend to
advertise. 1 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. SuppOs-
ing he is. what man Of sense dares follow
| the rule OF exception, when the immntabls
law of success demands necessary puolcityl
Make I'D statistics for yourself How many
successful men in your town or city do
business without advertisingi Win you be
with the successful majority, or IN the
risky minority!
| Does advertising pays
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 and fifty million dollars IN adj
vertisiug OF all classes, the bulk OF THIS
money going into regular periodicals, daily
| and weekly newspapers. The proven value
of advertising In magazines aud other nat
l ioual publications. has no place here, Tor
we are discussing local advertising Tor
/ local business men, who obtain the oulk OF
! their business from the city In wnlch they
/ do business. and from within radius not
exceeding one hundred miles. the great
! proportion coming from not exceeding ten
miles.
Business has suffered from business de-
preston, but no business depression eve-
| exist beyond its epidemic limit, and
every depression has been followed by bet
ter times, all the more brisk from their
contrast with preceding months.
/ The most successful business mon prove,
by LIBERAL expenditure, that there never
| have been times so dull that extra adver-
| Using did not pay. The foolish business
man cuts his publicity appropriation when
business appears 10 oe poor, and allows
| the neighbor in business 10 cut into his
! Old customers and keep new ones away
| from him.
One has only TO Judge folks by himself
10 be convinced that few people buy any
thing, beyond perishable necessities, with
out due consideration. woman seldom
buys a 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 tue
majority Of men, so far as blying is con-
cerned, are under the direct domination OF
wife, mother, sister or some other woman
| cannot be far out OF the way in saying
that most goods are purchased with two or
three weeks consideration.
as early os the first Of November, and
certainly by the middle or the month, peo-
| pie begin to consider what they will buy
| = l. - & a ffuaaa hQUa hqpn
hard, or are hard. they will buy almost as
much. but they will buy necessities, and
fewer fancy Injuries, when II times are
particularly good, they will buy foolish
J Injuries 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 have
bought Christmas presents before, ana
thew 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 10 the bnsi-
| ness man TO not only sell Christmas pres
/ euts, but 10 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 wnat 70 buy.
| Inc QalOTllN VI ptOplC alt tlhO ShSSF'
They can be led by real or presumed areu-
nent. Many woman who intends 70 give
a poor relativee an oil stove can be made to
buy first-clAss cooking range. Many
father thinking OF presenting his son Win
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 Tor
| Christmas presents, can DO made 70 spend
more money If she or he, can become con-
WINGED that by adding little more money!
better and more acceptable things can DO
The Christmas card fend, who Is
swipdlipg his conscience In the purchase
OF Christmas cards instead OF giving
something Of intrinsic value. can be edu-
Gated out Of his idiocy, and be made 10 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 aud December are the great
buying months Of the year. and the ma
iority Of merchants can AFFORD 70 az least
double their advertising space during these
months, returning after the holidays 70
their usual space. but he who stops bis
advertising after the holidays loses very
large percentage Of extra profit 10 be made
by holiday advertising, for thousands OF
people buy after christmas, and may Tor
get the holiday advertiser II bis adver-
| tisnent Is Withdrawn after Christmas.
The liberal before holiday advertiser can
do the bulk Of the local business. He car,
OF he be shrewd enough. aud 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 no
must add as much proportionately TO his
advertising expenses rs he does 10 any
other legmate expense coming with IN
creasing business.
If the times be particularly dull In town,
IL is partly your fault. You can make
them lively. RI the advertisers in the city
are slow, unliberal, the best opportunity Is
offered the enterprisiug merchant 70 take
business awav from them. Where al the
merchants are progressive, then competi-
ton helps trade. Where few merchants
are progressive, then liberal advertising 10
all the more necessary.
The holiday advertisement should not
present more than one point at time unless
The articles can DC divided by advertising
rules or other distinct divisions. which
mako the advertisement not a conglomera-
ton Of advertisements, but directory Of
distinct holiday attractions, separately
presented.
Holiday advertising must be brief The
| papers are likely 70 De crowded with adj
vertisiug, aHd the brief advertisement
gains toe readers attention.
Its remarkable how attractive an ap-
parsntlv unattractive article appears, II
well busted 10 the store, and well adver-
tlsed In the newspapers. The original ad-
vertiser will convince people. who are cot
regular holiday buyers, that they bad bet
ter buy necessities during the holidays,