The Wichita daily eagle., 1897-12-24
Southern Kansas Business Men.

| AS rule, close buyers are heavy buyers
Invariably heavy buyers are readers of ad
vert;sements.
! II is a curious thing, but if a Christina:
present is not well received the merchant
who sold it comes in for part OF the
| blame.
An advertisement should be so truthful
in the quotation of prices that a customer
can buy goods without asking their price,
after she has reached the store.
The managers of good newspapers work
night and day TO make their newspapers
interesting An advertiser should work
Just as hard to make his advertisement so,
IL he would succeed.
There IS nothing to hinder an advertiser
from learning the different fonts of type,
from agate to long primer, the Gothic and
Roman styles. The knowledge frequently
comes in profitably.
One store in Wellington has employed
thirty-six clerks during the Christmas sea-
son. S.ngularly the firm does not men
ton It in their advertisements, although
it would be a winning Item.
There are a few men who still believe
that advertising doesn't pay. 1t would be
interesting to hear some one Of them ex~
plain why it was that the regular adver-
tisers had the largest Christmas sales
An enumeration of several articles Is
more easily read when tabulated than when
run in as reading matter. When tsbulaJ.
ed the matter is more generally read and
more quickly comprehended when read.
During the Christmas season you have
had people in your store that you never
had there before They came in response
- n
them coming to your store in the same
way.
II your name and the style Of your bust
ness was a sufficient advertisement. the
city directory would be as good as a news
paper for publicity. But people do not read
the city directory 10 see what you have
10 sell, nor do they read fence signs.
Every writer has one style For that rea-
son you nave no business 90 allow man
% write your advertisement. who has
written an advertisement for your competi-
tor. The advertisements viii read alike in
spite Of his efforts 10 make them differ
ent.
The mild November and December wes;h-
er usually prevailing in Kansas. this year
as years before i, may be really a benefit |
10 merchants The Christmas trade pre- |
vents December and November from be- |
ing dull ana in January and February |
wnen the cold weather sets IN. ttwo months 1
which are dull IL other states IN tais re- /
giou people buy heavily % winter goods
There was a time when 10 newspapers
were published There va q time when
were unknown. In those
ssys * took years for the word 20 Learn 4
II single event. and n those days = took
man fifty or sixty years % build ~
business BY advertising a stranger can
,ome into a community nowadays s-d Be
Is prominent a. the oldest merchant there
aside of two yea-s-
II advertising Be merely a stimulus 20
,hogpinz. then there Is small ned for Il
hIs week But ;hs steam 1lzst be kept ID
.vea Il ths er Eine ~-zu % ruu for a While
,y IL own momentum WHAT shopping
ssefy needs this xsek = fscilst4tson- TIE
zores can DO much % secure tast eod oy
lrnpIe hints 20 Their patrons; and tzs iai-
- ear CO 1such by ear-ysng ths package
z porta5ss size. by having fractional cur
ency vita them waen ogyiag. azS b 1oi
rating til "ths n.gat osf0-e C1s-s irsszs''
0 nal o. express TIE Eoods that are % .
o cut % town
A ss-io1S-nl-t=d C.svssa-3er vs-t ir,o
serz-rn,zr. s-1re aot eng ago. an. s.e-y- / :
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,Sy In charge sa5oz he- had 'I'z scrry.-
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are Banks G-snEn al pzsh's cSa-
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