The Scranton tribune. [volume] (Scranton, Pa.) 1891-1910, 1898-12-27

Special to the Scranton Tribune.
Wilkes Barre, Pa, Dec. 26.-The Shoe
Dealers association of Northern PENN
sylvania and Southern New YORK, COM
prising syndicate of big shoe stores
of which G.. Romanta Kinney ot TINS
city. is the head, met In annual banquet
at the Hotel Sterling this evening
Among those who responded to toasts
was William II. Campbell, OF scranton,
advertising manager of Jonas Longs
Sons. His remarks dealt with the SUD
ject of advertising" and were as fol-
lows:
Traverse the main thoroughares of
any town or city and admire those
stores which present a tidy exterior,
clean and attractive windows and some
sign of activity within-and you VIII be
in the atmosphere of concern that
thrives because of its advertising.
1t may he the windows with their
trappings artistiCally arranged; it may
be the halo of freedom and of welcome
that is always dominant within; or lt
may be the plain talks through the
medium of the press, from stOrekeeper
to consumer. Each one contributes its
fun quota to the success of any under
taking: the one without the other
RloleS IN the udGkneSS lOl nPlp anu
support like the cruiser with leaky
valves wanders amlessly at sea.
Whatever may he the business or the
prestige behind 1t. without the con-
Certed effort of advertising in it's gem
eral FORM it is sure to founder, sooner
or later on the rock Of adversitv, and
be borne out by the tide that leaves no
hope in its wake.
But advertising. injudiciously used. is
as treacherous as the powder within
the fuse. It may make business or
it may break it, 1t may turn tide of
resentment favored with good will into
a chaos Of CONSERVATION because of its
lack of foundation in fact. Truthful
advertising, backed by the very stamina
of a business whose principles are just
and honest, is the vital cord-the very
pulse of any mans success.
WHAT HE MUST DO.
The man who does not take advant-
age Of the product of the printing press
take advantage of all that thought
and science and invention have evolved
cannot hope to meet the competition
of him who acquires for his own use
these business treasures. 1t is as nee
essary for the man who is manufacture
ing for the people and merchandising
for the people, to put himself in touch
have confidence in him, as it is to light
the lamps within his store when twi-
light comes.
Civilization has had its progress along
many lines. but in nothing more en-
phatically than in advertising. 1t has
hridged the gulf between producer and
consumer and brought them closer to-
gether; it has driven the jobber out of
the field; it has placed the manufaC-
in a1sltn
ing the people the profits of the middle
men.
A notable example Of this is found in
your own shoe business Your close
touch with the manufacturer is your
best advertisement.
The Old-timer may rightly sigh at this
new method of business and wish for
the good old days when big profits and
small business were in vogue Hard
days were those for the consumer, when
the legitimate cost of merchandise was
buried beneath layer after layer of
greedy profits. 1t is the new idea that
is here. gentlemen. 1t is the vitalizing,
energizing force in business today
Small profits and big volume have
driven its opposite to the wall, and it
were well for the people had it been
driven there years ago. So much fol
the printing press. 1t has abolished
l.
you as business men new impetus and
impulsiOn
TALKING TO PEOPLE.
Talking to the people is the basis OF
all that is good in advertising. 1t is
the bedrock of modern merchandising
"a simple, straightforward story of the
store from day to daY, as man would
talk to man and woman to woman
Leave off the frills. the stereOtyped eX'
pressions, the conventional and unnat
ural; do not sap the very BLOOD
from that which means so much to you
Art in advertising is all right in its
way but it weighs but little. Give tn,
people logic that is plain and COnvinC
ing; instil their minds with the though
that what you say is fact. not fancy
truth, not fiction. Prepare them not 70
disappointment but surprise. Rattle
under than oVerestimate the merit q
what you sell, lest there be evidence o
deception, though unintentiOnal. VII