The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1898-10-16
Southern Kansas Business Men.

Advertising must be done as ssnsibly
and carefully as any other part OF bus
mess. Nothing Is more disappointing than
careless neglected. hah-d0ns advertising.
II IS extremely unreasonable 10 give less
attention 20 the advertising than 20 any
other department OF a business. and yet
expect the biggest results OF all from u
one Of the trunk lines advertises fol-
age excursion. When such a mattsr-of-
fact organization can turn the autumn
sentiment 10 profit II IS a hint that sen
timent can be utilized IN other ways K
blended with publicity. II IS a wrong idea
that sentiment IS impractical II - po-
teatial ia politics. ard. neatly handled.
ID can be as effective m business.
Mr.. Alexander Black told The Wonsns
League OF Brooklyn on Wednesday night
last. ln a lecture upon nswrps pers. that
wherever n clean. wholesome Newspaper
existed there was sure 10 Dc a large ca
eutele % healthy minded rsadrs. 0ChsT-
wise the paper oo-ssd not EXIT To Which
be might have added THAI A clientele
composed largely q families u inevitably
"A clientele OF steady buyers
The old-fashloned idea that the advsr-
Using cost must be added 10 the price Of
the goods is doubtless stu sTtant IN GER
tain sections for Cincinnati trade jour
let 80 - hardly worth while 10 combat
uuch a palpabis absGTGity. IL 81 were
true. the heavier the advertisements the
harder the advertisers would ira - 20
compete vita the men VINO never s1ysr-
Ia
Chicago Dry G0ots RspCTt.r: "Concsn-
rated. vel organized. carefully conduct
"a work. nine lines out % ten. means
success FUssinE and tuning and worry
ing over conditions. or competition. Or
THIS thing. Or that th!nK. merely con-
s1mes 90 much wal f0rcs that should
gc into useful work Every man pos-
sesses a certain amount % vital snsTxy or
lie - spend IN activity % brain Or Aand
or otherwise.
"ConsultinE faFhipu expert - re dss-
lgrati0n % a nsW oCclIpaflon-usS IN this
country. az least TIE Countess Dc &eu-
zue TIA me p-osition CD a larEs ery
goods store GA s. Louis. some day tas
vocation may bscons far-i' ~ in us
country Meanwhile he fash on experts
WhscE fhe American VJrnaa pnfs4H1Ey
ccusuIfa are tae EsNspa9sr advertise
u.suts-zul hsr own poeketbook ThslF
cDal5ln@1 judgment - authoritative
A merchant say. r believe ihaf ;As
s1ysr Iseuleutr sfsrs courf for ruosf n
tse-s days 90 sfe9elnz ana sharp cpssays-
fltioa are t1e a1seff sefa@ais where prtcss
are maze ur0sn.r ert 4 aou.d EfVa more
for a cp.uuiu devoted % fhs names an1
csscr.c ,sr.s - srtt-.~a ard to .srscs os
sach tasn frr page % fi.o.sT. To
2 sc-aF al 1aa ifn p.acs J. bT1nKs fas
rans - ~ Grz before fas p~o2s. ard
iasy bsperrs .fzsa-.-zF EltE %. szt Nasn
g0s want = nah - cssf1rrsrn - your
pace - bsua.ss ard sKgsct - hzTs a
1z c-sararcs safe y11 INST rarns gos-
= - TIE laf2sr pay more atE<rtscn -
rtz rtg'e - af-sr,lsinE mar arr otnsr 90
joan Wzarznaker. - hls sfks To
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are errss isrEfas. eaf ssaA tas lots sr4
srek~u sd fss Ear c1s1sre uossss ret
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zrirs = - gar1-srzsznz ere - 80
esz. - - Esr~. l1f . lFssrr e. a $50