Manchester Democrat. [volume] (Manchester, Iowa) 1875-1930, 1899-06-14
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ADVERTISING

N ~~""-~>c~
When the small merchant listens for
the first time to the advertising mans
proposition, he seems to regard it
vaguely. He doesn't stop to think that
he is merely medium between the
sales counters and public audience of
thousands of readers. After q while
he may become interested enough to
say. 81 believe in judicious adverts.
ing" Then the advertising man knows
that his vis-a-vis never advertised in
his life, knows nothing about it. and
he realizes that he is I'M against an
iceberg. He has perhaps felt when he
entered that particular store that the
atmosphere was frozen hard. he had
already sized ND the merchant sitting
at his desk. and from the cut Of his
lib. thought there was nothing in him.
His Impressions had not been favor
able the first dash ont Of the box and
first impressions nre most ALWAYS good
ones. He wonders If he can ever thaw
this merchant ont. and somehow wish
es he hadn't walked n dozen blocks
ont of his way to SEQ tbis man. but had
instead gone to tho lunch he missed.
| Then he begins to get hot under the
collar, but he won't show II and he
goes for the merchant red-handed.
knowing he ia OFFERING good thing
"You nut these nrice tags on your
goods to attract attention. don't vouY'
he asks of the merchant. "of course.
where should mt them. in the back
yard? he answered. The advertising
man thi.ks this rclv a little rouph:
still 1t wasn't much reueher than the
question. for couldn't he 400 that tho
cards were there for no other nurnose?
Fright where thev are ba savs "tbat
is the proner thing to do. Thar. arc
merchants who get price cards ON tho
brain md don't sion tn think +ba+ no.
body sees them unless +hev hannan tn
come info tho store Thev forgot tbo+
the sbonner at ber homo the bankor
at his desk or tho workinpman Mt hia
f,reside smok,np bis n;ne ia reading
one of tho daily naners and NOT worry,
ing about nrice cards Tbev are a good
advertisement after Won have attracted
your huver into yonr store hrt +b.v
are NOT silt-edped magnets IN get neo.
ME to come in Great pnns, the wav
to make money ia to got neonle IN coma
into vour Mace isn't NO,
"Yesu says tho merchant "hpt NV
na,ohhor so.ond-so an tho oornar ord
So.end-so neIt door toLa ,vboIa no oos
In +ho nonars Tbo, o++root tha ,oo-
nla to this stroo+ ond whom thav GOT
haro +hav coo 1,1 narao,ns ona 81
tho trodo ,yitbor+ snand,nn n,onon In
the ne,ysnonars
Now here wos n norc,on+ who c,oo-.
,v kan+ b;s eya m tho n,o,n chance Nv
b,a nn,, words ba VOC o.++ino h;s
trade at tho e.nensa of his ne,phhor
Rut WOO be eettino 10
He had started IN hnsiness about tho
same fine as either of bis ne,ohhors
and on tho Same scale Thera ,cos M
evidence that during his fan veors,
career ha had addad ono inch of aoor
or counter snace His wor,- was ha.
pinnino n snrinL,o M. boir With oro,
tbroods ond bo loo,,od HE . rnan ~
e,,ed ont mn ANIMAL nrof,+ obo,t oo,,ol
To a firs+.o,.ss acknowledgements. so1or,,
In either Of his neiphhor,s stores
CLEARLY he had MT accnmnlotod = for.
trna One os h,s MI hor,s atoras - nv ,o.
ooo,,n,o5 f,rr t,oors "a ,rori,,,o1, 80.
tearing down walls .lonosiae - toka
in n favorable corner to ann fnrthar
nrov,de for n growing bus,nesa Tho
other ne,pbhor wos ratad Al in tho
commercial agencies and emnloved
6ftv clerks and salasmep Tbav nod
beon nersistant advertisers-ha badn,t
Somehow the advertising man woe
d,sonstad hec.nsa tbia noro,,ont
woni,,n,t gst soc,a h,e and hacansa ha
talked IN nat strain Ha rnav ha baS
n .ood nronosit,on 70 oeror ana 10
l,nan, lo could holm thot r,orcbont h,,,Id
I'm eno +rodo h,,+ ho eoIt a,soa,,.
arod o+ so,v;no tho advart,s,nn sna,,
~, s,,oh horro. $3.50 W.T. ",
,,,o,,Ia b.,o ,,i,oa "a +oi.o that 49,
ohnnt,s ao,tro - fo,. OK onn ,,nas 80
-. 49, IT,, r,,,a,,o,,o. a.,1s
49, ,,s,nG. ~ h;,, h. so,t a.. ~,
$50. oe,,,d aot o,ann r,.;+hen. ~ ~ . me
.,a -, ~ - VIC
M Thar. .a,,,oa n,a +,,,,a,, +,,,. T., A..
,anant,s,a. 49, Al, 80 80 =. 80 ~.
..sins ...nn 1-u ~. .n.A ne es',u
-. T., - - ~, .o'-1
sarcasm. If he were to go past that
store every day for n year, he wouldn't
drop in to see him, and very likely that
merchant wouldn't miss him. But
some day the merchant would begin to
see that the neighbors' pages of adyer.
Using didn't attract trade anywhere
but where II belonged; and that still
more buildings were being demolished
to make more room for his neighbors'
increasing trade. Then he would be-
gin to hump himself, and the words of
the advertising man would come back
nn. ~ - 49,. ne Wv. 49, .a 10" ou' anu
ia cost a,onc eide bic nrosna na.u