Custer weekly chronicle. [volume] (Custer City, S.D.) 1890-1931, 1896-03-14
ADVERTISING IN DULL TIMES
Valuable Suggestions 20 the Retail
Merchant for All seasons.

Dry Goods Chronicle.
How to advertise successfully in dull
times for n general retail store is a diff.
ficuit subject to decide. Ii Is. at the
same time. a subject upon which there
Is a great diversity of opinion.
BY dun times we mean the seasons OF
the year when trade Is not "a SC
brisk as at other times. At these times
;ome merchants largely Increase their
advertising expenditures. Others con-
tinue bout the same as IN busy times.
Business discretion should, or course. be
used by all. but as a rule we believe that
those who do the most advertising at
these times have the best OF the argu-
ment and can bring up more good rea-
sons To support their side than the 9th.
ers.
II the purpose Is to draw trade. then
why not advertise when you need the
trade most? OF course, this rule Is sub
ject to the surroundings and the circum-
stances We realize tina In dull times n
Is much harder 10 bring people to the
store. but hat Ii one reason why more
advertising should be used. or better ad-
yertisements should be used. for Il Is not
always necessary to extend ones space
where he same result may be accom-
plished by using the same space In max.
ing the advertisement attractive.
If possible, In dull seasons more In
ducements should be held out to the
customer than in brisk seasons. More
care should be used In selecting articles
to be advertised and more thought
should be given TO advertisements To
bring trade 10 your store; but. however
you may view this subject. do not, In
any circumstances. drop your advertis.
ing entirely.
Advertising TO a large extent Is cumu.
lative in its benefits. for the value OF
present advertising depends largely
upon what has been lone before. II
you discontinue advertising entirely you
are leaving out some of the bricks In the
wall which you are constructing. ana
will lose a large portion of the benefits
OF accumulative advertisements when,
you begin again. there having been q.
dlsconnection in what you did before
and that which you now intend TO do.
The benefits to be derived from ad-
vertising In the future. as well as what
you may get at the present. Advertise
ing il something like making a snow
ball-the further you 60 the bigger Il
grows. If. after you have rolled your
SNOWFALL a little distance you stop roll
ing II and begin another one. you are ex.
pending an extra labor Instead Of ac-
cumulating, while II you had kept on
rolling the old ball 1t would soou grow
to much larger proportions than any
new one you could start.
Ii Ii poor policy eve to stop advertis-
ing altogether. In dull times. as we
have said. II the amount expended must
be decreased, more care than ever
should be used In the preparation OF the
advertisements. When the fish il harder
to catch be more careful In selecting
your bait.
The way to advertise IL an Important
point 70 consider. In dull times make
your offerings just as attractive as YOU
know how. ~ advertise s~easonab1s
goods such as win be OF immediate use.
II IL hard enough TO sell u~nseasonabie
goods when people buy freely, but IL Il
much harder TO push them In unfavor~
able times.
Ineau Ho1o - ncrh~