The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1899-09-03
Southern Kansas Eusiness Men

One Of the most telling features Of care
full newspaper Advertisements Is the In
finite variety Of their composition and ty-
biographical appearance. Variety is. In
deed, the spice OF life. and the trades
man who makes use Of a great newspa-
per in which to exploit his wares may
be sure to find himself reaping rich bene-
fits from the public interest aroused b.
the diversity of his business announce
ments. The right kind OF advertising
speaks in no uncertain manner. and al
ways TO the profit Of the advertiser.
Tho diversity in style and method Il
newspaper advertisements would seem Al
first glance 10 justify the idea that ad-
vertising is a mere temporary scheme and
expedien1 by which 20 drum up trade.
That Is an altogether erroneous correp-
ton. The fact IS that the merchant =
advertising Is a part OF his capital, and
It Is capital which produces profit His
money investments IN the space occupied
by his business announcements In first
class and long -estab.ished newspaper con-
gtitute a sure source OF revenue foan-
tain productive Of a regular increase in
his income.
As an integral branch Of the prssen,
expanding system Of domestic trade
vertising is becoming each day more OF
a necessity 20 the merchant The com
petition with which he must contend con
stantiy requires the use on his part OF
every legitimate eIpedient by which ne
may successfully cope with his business
rivals. The chief and most pr Ata bic
agency he can adopt 90 brlng him the
needed increase in patronage IS judicious
advertising In a notably popular and En-
In
rnents In that sort Of advertising are al
ways Eafe and profitable.
An observant merchant booking about
for the means Of extending his trsJs ali
not fail to keep in mild the fact that Il
Is necessary for him 20 arouse TIE inter
est OF the home circle In his wars. Uav-
ing once attracted the family's at'ensi5n
20 his establishment. he II cure - Sc
cure its patronage. To obtain this iezi-e5
result the only really effective means -
the judic1ous use u Tire advertising cai-
umns OF a reputable newsDapac wSJas
circulation extends into nuititUdes Of
homes. There hts business announce
nssnts viii b read. and through them
the patronage Of the family vii be &C.
cured
The aspiring merchant r. not content
NTH the trade which his OWE immediate
community may AFFORD him. He desires
TO branch QUITO secure lucrative pa
ronage ~ more distant points. Bot be
mus. hrst give ne distant people vh9ss
trade he wishes 20 secure inforznatI9n
r,oacerninx his wzzes ard their price I.
ard this ne can successfully % only
through TIE agency Of a fi9s--ciass. lOog-
established ard largely circulated rsSs-
paper. BY Usinz the advertising c.
Uuans % q journal % TIA; eEaracisr to-
asplrinx brakeman car rsAitzs his ana
ton 20 extend h4s business and lzc-sase
ois profits.
I. has beoo-Ds the fssaioa - ts-n
reTsoaper advertising a Rev Ectsr-s- To-
designation - nfssesa&ng. TIE fsc' s.
taat the exfeoz.vs ard siAoorafs tEslnsss
snnouncsnents % totay are ;hs nsceEsaTT
dsysioPne1x % = vs-y ancssnt sst11s q
iaeucanz people 20 pgfcaaSs fss asr~rts-
SeT's wares Here. fer fastzrce j. -
adre-zis1nsnt Of q p~E psoi(sti1a as
r-4rtsd IN one q tse GTrEac 49,
be9kz'' n E1a: 'sNsg1sse- CEzza "a pfl5-
uFksd ths book aid NatksE Weak ess
p~4ntsd . tn Witfsubewg Let IaofFss
dozs rot kew tss zssA5iEE - las hSy
tha book a. oscs aa4 rsa6 y 80 a..
voNsSbts ssa1~ Taers Il . s1o2~ra Fl1g
sbOuz tia an1osnreness- u Is q7iss -
tns usfh fhs saszxeele Ea1 esssFf5eisE sd
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