The copper country evening news. [volume] (Calumet, Mich.) 18??-1907, 1896-04-30
ADVERTISING IN DULL TIMES.
suggestions To the Retail Merchant which
May Be OF Value To Him.


How ~ advertise successfully In dull
'iines tuf general retail store Is a diff
quit subject t. decide. IL Is at the same
time subject upon which there Is great
diversity OF opinion
by dull times we mean the seasons Of
the year when trade Is not usually SO brisk
as IL Is at Other times. AT these times
some merchants largely increase their ad-
Vertising expenditures. Others continue
about the same as In busy times. Busi-
ness discretion should, of course, be used
Dy all, but as rule we believe those who
DO the most advertising at these times
nave the best OF reasons to support their
side than the others.
III the purpose Is to draw trade, then
why not advertise when you need trade
the mosts OF course this rule Is subject to
the surroundings and the circumstances.
We realize that In dull times 1t Is much
harder to bring people to the store, but
that Is one reason why more advertising
should be used, or better advertisements
should be used, for 1t is not always neoes-
sary to extend ones space where the same
result may be accomplished by using the
same space In making the advertisements
attractive.
III possible in dull seasons more induce
ments should be held out to the customer
than In brisk seasons. More care should
be used In selecting articles to be adver-
tised and more thought should be given to
advertisements to bring trade to your store,
but, however you may view this subject,
do not In any circumstances drop your adj
vertislng entirely.
Advertising to large extent is cumu-
latiye in its benefits, for the value of pres
emit advertising depends largely upon
what has been done before. IL you dis
continue advertising entirely you are leav-
Ing out some of the bricks In the wall
which you are constructing and will lose
largo portion of the benefits Of accumu-
latiye advertisements when you begin
again, there having been IA disconnection
in what you did before and that which
you now intend to do.
The benefits TO be derived from advertis-
Ing are In the future as well as what you
may get at the present. Advertising Is
something like making a snowball-the
farther You go the bigger it grows. IT,,
after you have rolled your SNOWFALL q lit
tie distance, you stop rolling 1t and begin
another one, you are expanding an extra
labor instead of accommodating, while II
you had kept on rolling the old ball II
would soon grow to much larger proper
tions than any new one you could start
1t Is poor policy ever to stop advertising
altogether. In dull times, as we have
said, If the amount expended must be de-
creased more care than ever should BIO used
in the operation of the advertisements.
When the fish is harder to catch, be more
careful in selecting your bait.
The way to advertise Is an important
point to consider. In dull times make
your offerings just as attractive as you
know how and advertise scasonable goods
such as will DO of immediate use. 1t Is
hard enough to sell unreasonable goods
when people buy freely, but it Is much
harder to push. them in unfavorable times.
Dry Goods Chronicle.