The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1897-01-06
OPENING OF THE YEAR.
The Advertising of the Present Time
and hat Of the By-and-By.
Resolve to advertise.

- " 49,
You have something to sell. money to
buy it with. and all you need is something
that will bring the buyer into the condition
to buy.
The great successes of Indianapolis, and
the great successes of everywhere where
there is business, always have said, and
now are saying, and probably always will
say, that advertising is the only econom-
ical, convenient and successful connecting
medium.
The profit Of business is not altogether in
how cheaply you can buy or how econom-
ically you can run your business, although
these conditions count, but the bulk of it
is in the amount of business you can do,
and the amount of pushes you can do is
due to the attention You give to informing
the public that you are i'm business for bust
ness and ready and anxious to do business.
Until some other method is invented and
successfully used, advertising, and p~articu-
larry newspaper advertising, will stand as
the only acceptable method of making.
holding and increasing business.
! am not preaching the doctrine of adver-
tising for any benefit To myself, because 1
am neither an advertising agent nor a pub
Usher. and the volume of my profit is not
dependent upon the volume of advertising.
For more than sixteen years / have
studied advertising from every standpoint.
and AVE studied ii, or at least have tried
to, as a botanist would analyze a. flower or
a chemist mix chemicals. L have seen i'm
advertising a something which 1 did not
understand any more than the electrician
understands electricity, but the result of
that something, or rather what that some
thing will do. impressed me at the start,
and has ever kept me under it's spell. do
not know the exact composition of adver-
Using, and never expect to. l do not know
what constitutes good advertising, and 1
may never discover its ingredients, and /
know that nobody knows what electricity
is, although everybody has felt its power.
AS the forces of nature refuse to live
without the activity of electricity, so it
would seem that the motion of business
depends upon the exhilaration of adver-
Using.
Until business is successfully done with
out advertising L shall refuse TO believe
that business can be successfully done
without it.
Every thinking business man somewhere
about the first of the year plans for the
future. and his success largely depends
upon the correctness of his preliminary
decisions.
As we do, so will our success be.
AS we plan, SO will VIC do.
The plans of the present control the ac-
tons of the future.
The most important step in the curing
of the patient is not i'm the medicine he
takes, but in his decision TO take it.
Advertising is both a food and a medicine
adapted to the indisposition of trade, and
reasonably sure to cure.
Your success for 1897 will follow the
thought-out lines of January thinking.
Success is sometimes thrust upon US, but
mighty seldom.
AS we SOW, so will We reap.
As we plan. so may we realize.
Already you have thought about increas-
ing business, and you may have planned for
a larger store and for more clerks, and
you have thought about more economical
methods of business doing.
You have thought about something TO
sell. You have considered the money you
must use to buy il. You have thought
about the place you will sell that some
thing in. You nave carefully considered
the ability of those who must sell for you.
In your mind you nave balanced four OF
the five points of trade. but perhaps you
have not thought much about the fifth.
/ will not discuss the question of whether
the fifth point of trade is more important
than any or all of the other four. nor will i
consider whether any of the other four can
be considered the leader. for the strength
of the whole is in the harmony OF the
parts. and the weakest point. if II be essen
tial. is as important as all the other points.
United the five points of trade must
stand. Divided they always have fallen.
In your plans for 1897 plan in harmony, in
consistency, and recognize each part OF
your business as though each part were all
of the parts, and strengthen each part so
that each part may attend To its own bust
ness and make the other parts the better
mind their business.
The fifth point of trade is advertising.
There never has been "a failure where the
five points OF trade EQUALLY pulled the load
of business.
NATHANIEL c. FOWLER. JR.
Copyright. 1897. by Publicity Publishing Co.,
New York;