The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1899-07-30
Southern Kansas Business Men

Judicious advertising exerts an iafiu-
ence Upon the purchasing public similar
! to that exerted by the forces Of magnet
| ism upon metals. An interesting adver-
| tisement published in newspaper which
commands confidence will attract ne
attention OF the purchasing public and I'M
| pei Il TO make purchases from the nc
| vertiser. Moreover. just as the force OF
| magnetism is due 10 a steady motion OF
the ether. so will the regular appearance
| OF a merchants advertisement be pro-
ductive OF Incessant and profitable re-
turns.
II Is an established principle Of political
! economy that production may 20 on in
definitely without bringing about gen.
! erai glut OF products. This proposition
| IL based upon the fact that the needs
and desires OF mankind are unlimited
with a full knowledge OF the truth Of this
| economic condition. the wise merchant
takes measures 10 secure a profitable
participation IN the work % supplying the
daily needs OF life. and 10 that end
avails himself 81 the advantages offered
by newspaper advertising in directing the
purchasing public to his weli-stocked o..
| Establishment.
The spirit of colonization and trading
| which received 80 great an impetus from
| the accounts Of the New World gwen
BY Sir Walter Raleigh and other advent
| urous voyagers during the reiEhn OF
Queen Elizabeth has expanded into the
mighty commerce Of the world as carried
on in these days. In like manner the
small beginning OF systematic advertising
century ago has developed into the In
teresting and extensive methods now en-
prising merchants. who are careful 90
select the proper Newspaper agency
through which 70 exploit their wares.
Advertising has been tsrseiy though
Complementary defined as the public no
tifcation Of a fact. This is a definition
worth remembering. Facts are what the
public IL looking FOR IN business announce
nents. and Il likes 10 have them interest
inKiy presented The patrons Of an sftab-
ilshed merchant having confidence In
him. have also confidence IN his sfvsr.ise-
meuts. They accept his announcements
a. presentations % facts en7bolyiag tine
" Information about IFS wares and rely
ur,oa his statements 10 q popuiar nsUs-
paper a. notifications % the advantages
10 be gained By purchasing ats z+pds
II would be an almost insIpiIcsbls ar
oualy IN the nsrcantiis world ~ adysF-
tissnK should not keep pace win the sx-
psasgon % domestic trade II fact. .;
may Be asserted az an eSfabifEzeS truth
;aat Systematic Advertising. presented 20
the public through q safe ard pops,ag
nfwspzper rsedsun. r. nne q Ire nos;
uotsnt agencies By Whien ths snfsTpTfs-
irg tradssnan achieves gscc-ss Grnf1si
;frsiess compefiti0n- A winaniIi HzY b
ever 80 tlE. bst without Win5 ,; Sfii
7aup 10 water and gribd NJ Eraia- a
merchant nay have a very eItensiTs 80
tabllshnoen.: but 81 hs soes Mt a6YsTtfss
ne cannot secure n v-oaiabis psffznage-
A steady I'm q sasisfaet7Ty FssGits
from ths right soTt % neWspsf~r advsF-
;BEirx sometimes IeasR ire sdvsrfissr 81.
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20 his trace Vii eD.tiSus sifs0Ef fsS-
;ssg use 90 that EssskS.s - seruftng Sss-
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