The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1897-02-08
CONTINUOUS ADVERTISING.
In the Continuity of the Good Is the
Goodness of 1t.
n the beginning was continuity.

In the beginning was continuity
Without continuity, or persistency, and
the two spring from the same trunk, there
would have been no world in the first place,
and nothing in the world to-day.
The fool does well to-day and badly to-
morrow.
The wise man of success attempts to be
the same all the time. subject only to the
conditions of the times.
If it pays to advertise part of the time
there is no reason why it should not pay
to advertise all the time, except in eXcep-
tional exceptions, which infrequently ex-
list as to be not worthy of consideration.
If there is no bushes what business has
the business man to keep open the store or
his business?
If it pays to keep the store open, why
should not pay to keep the advertisement
before the public?
True, some people only buy at certain
seasons, but there is no reason when all the
people stop buying.
Years ago manufacturers of bicycles adj
vertised only with the opening of the SELL
ing season, and discontinued their advertis-
ing with the first cold weather breeze. Ex-
perience taught them that it was not the
way, because if people did not buy bicycles
them all the time. and We're liable to for
get the advertiser if the advertiser gave
them an opportunity to forget him.
These bicycle manufacturers. with the ex-
ception of a few unsuccessful and small
houses, began to advertise all the time.
and to-day bicycle advertising is continu-
Gus, although more expensive preceding
and during season.
Droc lly oil of ha
sold during April. May and June. and yet
the manufacturers advertise during twelve
months of the year.
If it pays TO advertise an article like a
bicycle all the time, whether people are
buying or not, it certainly ought to all the
more pay TO advertise regular commodities.
which people must have all the time, al
though the bulk of them may be sold only
during part of the time.
The January advertiser, who discontiues
in February, and begins advertising in
March, finds that the lost connection re-
qures very expensive advertising in March.
at "a cost far exceeding what the expense
would have been had the advertisement
been continuous.
Business is built up by the continuation
of it.
Only a poorly managed store materially
cuts expenses during dull seasons.
1t is best to present the appearance OF
success even though success may not be
with you.
The continuous advertiser is almost al
ways successful one, and he looks upon
advertising as Il regular business invest
ment, as well as expense, and continues
to advertise for the same reason that he
keeps his store open.
Advertising is valued, first, for the bust
mes it assists in bringing. and, second. for
what it will do in holding business togeth-
err; and the lack of continuous advertising
may be as disastrous the temporary
closing of the store
1t is opportune for me TO say here that
the argument of this article sprung from,
my actual experience, which has taught
me that continuous advertising is worth
more. or twice as much than is intermittent
advertising.
/ am neither an advertising agent nor
publisher, and L have no object in talk
ing continuous advertising except the de-
sire TO tell the whole truth.
NATHANIEL &. FOWLER JR
Copyright 1897. by the Publicity Publish
ing Company. of New York;