Sharp County record., 1896-02-07
Aduertjsi1ag In DuW Times

How to advertise successfully in dull
times for general retail store is diff
cult subject to decide. 1t is, at the same
time, subject upon which there is
great diversity of opinion. says the Dry
Goods Chronicle. By dull times we
J mean thc season of the year when trade
is not usually so brisk as it is at other
times. At these times some merchants
largely increase their advertising ex-
sbendiures. Others continue about the
Game as in busy times, Business dis
eSeation si,ooiJ, OF oJuree, 'to- -rroea % IN,
fbut as a rule we believe that those who
do the most advertising at these times
have the best of the argument and can
bring up more good reasons to support
their side than the others.
If the purpose is to draw trade then
why not advertise wien you need trade
most? OF course this rule is subject to
surroundings and the circumstances
We realize that in dull times it is much
harder to bring people to the store, but
that is one reason why more advertising
should be used, for it is not always neces
sary to extend ones space where the
same result may be accomplished by
using the same space in making the
advertisement attractive.
If possible, in dull seasons more in
ducemen.s should be held out to tho
customer than in brisk season, More
care should be used in selecting articles
to be advertised and more thought shoul
be given to advertisements to bring trade
to your store, but however you may view
this subject do not in any circumstances,
drop your advertising entirely.
Advertising to large extent, is Gu
mulative in its benefits, for the value of
advertising depends largely upon what
has been done before. II you discontinue
advertising entirely you are leaving out
some of the bricks in the wall which you
are constructing and will lose large
portion of the benefits Of accumulative
advertisements when you begin again,
there having been disconnection in
what you did before and that which you
now intend to do, The benefits to be
derived from advertising are in the
future as well as what you get at the
present Advertising is sometimes like
making o snowball-tho further you 90
the bigger it grows. If, after you have
rolled your SNOWFALL little distance,
you stop rollingit and begin another one
you are cxpending extra labor instead Of
accumulating, while, If YOU had kept on
rolling the old ball it would soon grow
to much larger proportions than any new
one you could start.
1t is q poor policy over to stop adver-
tispg altogether, In dull times, as we
have said, If tho amount expended must
be decreased more care should DO used
in the operation Of the advertisements.
When the fish is harder to catch be moro
careful in selecting our bait
Tho way to advertise is an important
point to consider In dull times MAKE
your offerings Just as attractive as you
know how, and advertise reasonable
goods such as will DO Of immediate use
II is hard enough to sell unreasoable
goods when people buy freely, but it IL
much harder to push hem in unlavor'
able timea --Ex.
4 WANTED-AN IDEA " %sS SSSs Ssn sImpls falps
!, thing 10 patent2 Protect your llens they mny
(, bring You wealth Wrlto JOHN WEDDEli-
4. Dutant A gtnplaya WnahuutDu.