Wheeling register. [volume] (Wheeling, W. Va.) 1878-1935, 1893-12-20
By NATH'L. C. FOWLER, JR.,
Doctor of Publicity.

copyright 1885, By The Trade Company, Bo'ton.l
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 six hundred thousand 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 10 believe that he is the
exception which proves the rule. Suppos-
ing he is, what man of sense dsres follow
the rule of exception, when the immutable
law OF success demands necessary publicity
Make up statistics for yourself. How many
successful men in your town or city do
business without advertisingl Win you be
with the successful majority, or in the
risky minorityi
Does advertising pays
Read the answer in the success OF the six
hundred thousand business men who know
that advertising pays.
There is, annually, expended IN America
| one hundred and fifty million dollars IN ad-
vertisiug of all classes, the bulk or this
money going into regular periodicals, daily
and weekly newspapers. The proven value
of advertising ia magazines and other nat
| ional publications, has no place here, Tor
we are discussing local advertising Tor
local business men, who obtain the bulk OF
their business from the city in which 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-
existed 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 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 be poor, aud allows
the neighbor in business TO cut into bis
old customers and keep new ones away
| from him.
one has only to Judge folks by himself
|
| thing, beyond perishable necessities, with
out due consideration A woman seldom
buvs 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 the
majority Of men, so far as buying is con-
| cerned, are under the direct domination OF
wife, mother, sister or some other woman.
I cannot beiar out Of the way in saying
| that most goods are purchased With two or
! three weeks consideration.
As eariy as the first Of November, and
certainly BY the middle Of the month, peo-
ple begin TO consider what they Will buy
| Tor holiday gifts. If 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 viii buy foolish
| iuxurles instead Of so many necessities.
The times regulate the class OF their buy
| ing
know what they want to buy. They have
bought Christmas presents before, and