Wood County reporter. [volume] (Grand Rapids [i.e. Wisconsin Rapids], Wis.) 1857-1923, 1893-11-16
Successful Advertiser.

In looking over the advertising col
umns Of any standard journal one can,
az rule, determine the stability of an
advertiser by his persistent use of
printers ink 4 careful examination
Of the facts in the case would practically
demonstrate that an irregular and spas
modiC advertisement represents bust
ness of like character, and that the
most reliable and progressive houses
are those who persist in keeping them
selves before the public. In no time,
either of prosperity or depression, do
they haul down their flag, and if the
peImanenCe Of any establishment is ac-
copied by the public IS a guarantee of
It's reputation and merits, the same i'm
preston is consequent to lt8 steady and
undeviated course in advertising.
Among some business men there is
strange obtusity on this point They
overlook, or fail to see, that the only
knowledge the customers outside of
their own locality have Of their exis-
tenCe, is in their advertisements. This
is their trade sign board, which, if
taken down, or only hung out at irregu-
lar intervals, is as much loss to
themselves as it is perplexity or a
blank to those on whose patronage they
depend for their trade. 1t is with such
class that suspicion as to the value
Of an advertisement hangs like q wet
blanket on their business enterprise.
In periods of prosperity they question
the need of letting the world know
they are alive, and when conditions are
reversed the same elastic stocking fits
the other leg. There is more PLAUSIBLE
lty than business in this reversible
logic. When money is plentiful then is
the time to solicit its patronage, and on
the other hand, when men are less
loaded with cash than discretion, the
opportunity of letting them know is
equally as urgent. 1t is an intelligent
appreciation Of this fact that makes the
persistent advertiser q business success.
Experience has taught him that by
thus course alone prosperity can be
assured. 1t is not by one but by many
efforts that anything worth having can
be secured. No man can work miracles
in business What it is, and has. and
hopes to get, is not secured bv touching
button and leaving good luck to do
the rest. This kind Of nonsense may
read nice in Al fable, but it tells a
different story in a ledger. tits pegging
away at nail that fastens it in the wall
and it is by the same process, and no
other, that any sane man expects to
make progress, and by no other that
any sane man expects to make his
business success. Advertising is no
exception to this rigid and memorable
rule. Its results may not be immediate
and in some cases NAV seem TO he a
matter of faith rather than fact. The
yeast III the loaf may work slow, and
the seed in the field may not sprout
until winter is over, but no one with
hair above his ears expects the contrary
\ little Of this mother wit would not be
out Of place in some of our business
hats. Of course q man can be foolish
IN advertising as in everything else,
and there may be times when retrench-
ment is necessary, but in a broad,
unquestioned and everyday sense, the
success of advertising depends on
sticking to it.-Age of Steel.