The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1897-03-11
SPRING ADVERTISING.


The business sun of sc arose in a clouded
sky.
Times were dull, times continued to be
dull and times even to-day are not as pros
porous we want them TO be.
The coaxers of trade, and those who be-
lieve in looking upon the bright side of
things, have over and over again predicted
the beginning of good times, and their pre-
dictions. unfortunately, have not been snt0
Stimulated
Everything last year contributed to de-
preston. The uncertainty of election. The
questions of tariff and Of money, the for
eign policy. the and the rumors of
war. all had part in keeping business
back. and in refusing TO restore conf
dence.
Times cannot be dull all the time, nor
can they be sood all the time.
Depression is necessary 10 fundamen-
tai success as is prosperity.
In the combination of both is the better
welfare of the race of business.
Times have been bad, and because they
have been bad is reason why they must be
good.
Nearly every deadening influence has
been removed, election has passed polit-
zeal doubt is over. and new President is
i'm office. Everybody expects the springing
up of business this spring, and what every
body expects almost always comes about,
because expectation brings confidence, and
confidence makes business.
People have lived too long on next to
nothing, and have economical too much,
and it is necessary for them to buy neces-
sites, which they have neglected TO pur-
chase as well as the luxuries and comforts
OF life.
Stern necessity demands trading, and if
there be trading there must be making,
and if there be making there must be pros
perity.
The spring of 81 must be- unless all
sensible, conservative and progressive pre-
dictions are at fault, the harvest time OF
business.
No business boom is expected. and it is
better for business il ii does not come, for
steady. legitimate business growth is far
better than even the windy gale OF appar-
ent prosperity.
There must be business anyway and past
depression necessitates more business, and
if good business is coming, and there is no
reason why it shouldn't, it must come dur
ing the present spring: and if it does
come the man who does the most of it is
the man who is prepared to do it. and the
pie that he is in business for business, ready
TO do the business.
When the progressive buying days of
spring arrive, and perhaps they already
with US, there must be something TO SELL
there must be something to buy that some
thing with. there must be some place to
body to sell it. and there must be some
thing to tell everybody what that some
thing is. and where it is.
Nearly every business man properly
regulates the four points of trade, but few
appreciate the value of the point of
trade-that of telling the people what you
have and where they can buy it,
Advertising is but one point of trade, but
as none of the points can exist without
the others. it is unnecessary To discuss the
relative value of any one of them.
In these days of expected business revival
it is well for the business man to make the
advertising point of trade the one point Of
his business. that it may point the way for
the better utilization of the other points OF
trade.
Spring advertising, particularly in these
days between bad times and good times, is
of more importance TO the business man
than one out of a dozen seem TO appreciate.
People are going to buy. and they will buy
of the man who tells them where to buy
and what 10 buy and the economy of bust
ness has never been able to produce so in
expensive and SO effective a method of
efTecting a connection between seller and
buyer as advertising, which is called in
vestment by the great business man, and
inegitimate expense by the man of failure.
NATHANIEL G. FOWLER. JR.
copyrighted 1897. by the Publicity Publish
ing Company
The Mansur-Hume New Building.
Messrs. Mansur and Hume will at once
begin the erection of new building at
Nos % and % West Washington street on