The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1899-04-09
Southern Kansas Business Men,

When a staple article carrying distinc-
tive brand has become popular and It's
popularity Is maintained by It's genuine
worth it continues 10 be a source Of profit
to the merchant who handles IT, The
brand. being fixed In the public mind. is
accepted as the sign manual Of the artI-
cIe's excellence. In a like manner the
brand-that is. the style Of composition
and typogra phical make-up-of the wide
awake merchants advertisement attracts
public attention and becomes a thing 70 be
expected regularly. II IS accepted as the
sign manual OF the truthfuiness Of the
tradesman's assertions. and II he Undue
his announcement with originality. vigor
and piquancy and stamp them with the
charm OF novelty the people fall uncou-
sciously into the habit % reading them.
No matter how much or how often they
may be changed, the individuality and The
REGULARITY with which they have become
permanently invested are always discern
ible and always appreciated. This sort 81
advertising soon catches the fancy Of the
public and brings speedy returns.
To get the public interested in him and
in his business is absolutely necessary 20
the merchant He might have all 'the
wealth Of Ormus or 81 Jnde" heaped In
vast emporiums. but & would he as ur-
productive as buried gold II the existence
o. the splendid aggregation II wares
should be unknown TO the public But
something more than the mere announce
ment Of what the tradesmaE has 70 offcr
~ buyers fs essential He must know how
to convey the Information in a manner
that will arouse the interest % the peo-
pie whom he desires 10 reach; and the cx-
perience Of every successful merchant has
thoroughly demonstrated that the proper
use OF the advertising columns Of a daily
newspaper Is the one great and assured
method by which 70 secure and hold the
interest Of the public. once that Interest
has been awakened the desire 20
more S. the natural result. IL Sc. there
fore. inteHigsntiy conducted advertising
that srouses interest. creates desire Tor
more Information. and finally leads to the
profitable disposal OF the merchant
goods
II ought 20 be both interesting and in-
ztructiye % advertisers % note how the
demands Of civilized mankind for COM
forts and adornments have led to the de-
covery Of methods by which more pro-
ducts can be furnished with Jess work.
In this enlightened and prosperous age
man is constantly seeking means 5y
which 20 conserve energy. 20 lsEsen the
burden o. lznor and O. indulge ais fancy
Tor ire aSornnent % his person and sur-
teeuth centuries extensive commerce
brought Is ItaIy great wealth and rs-
sgI-snt increase in tnc luxury = attire.
The Italians became .ar1 the most -
oratsIy dressed people fn ire wof6. ard
Milan dictated the fas1ilns 20 uorfarrr
and western Europe. The richness scd
elaboration % dress Increased the labor =
sewing and the woe and iHs NearlEsss -
;hts uniacrstife drsaglry e1atiauef
through centuries. Urt inc sewing ma
chine was Invented = is grou tEese
needs q society. whiea Bring aoa7st greet
inventions. thsf th= merchant huetaess
ls basef and 20 lst serletf know thaf 30
can hep 81 supply sgrn reats s ssasTsfls
20 the success n every fraefeuau-
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mass u land resr.T covered ~ per2efaas
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