The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1899-06-25
Southern Kansas Business Men

1t sometimes happens that a merchant
Is disappointed in the results expected
from certain advertisement: but an In
vestlgatIon Of the circumstances inNari-
ably shOws-provided that a frst-class
advertising medium have been selected
that the advertiser was at fault either
in the style OF MS business announcement
or in the character Of the particular wares
which he desired the pubic TO learn
about. in either event he should change
his course, as the mariner In beating 10
windward tacks 10 Catch the needed
breeze Popular fancies are much Ike
the unsteady winds. and II requires alert
ness and discrimination on the part OF the
advertiser to keep IN line with the whims
OF the public.
The immense and relentless competition
in sales In the mercantile world has
aroused corresponding competition IN
the methods Of advertising. As a result
advertisers are making IL a point Ia en-
deavor to be extremely original; but TINS
is a mistaken and proftless Striving
There IS no endless power Of originality
in the mind OF man. \ uniformity OF
thought and action dominates mankind.
who are in reality imitatOrs: their doings
are merely repetitions 81 what has been
done before. So the persistent advertiser
who Is eager for satisfactory results VIII
gain them soonest by giving SOLD, cheeTy
and instructive Information 70 his pa
irons through the medium Of newspa-
per which the public rea i. and IN Wnich
II has the utmost confidence
Seif-confidence Is a mighty factor In
commercial world. as In all walks % life.
The business man who has faith IN his
Uwn ability and resources may be sure
~ ultimate success The career ~ BEN
iamin Franklin g. one VI the finest eA=In-
publications. Of this fact. When tnis great
American suggested his belief IN the Ios-
sFbllfties Of electricity the Royal soc4ty
Of London ridlcmed his ideas. OIt si'tr
his memorable kite experiment .. MAS
made a Fellow % that came Roy"l 9
cleiy. Thus IL IL. In the matter ~ &C.
vertIsinR. with the doubling Tn"mas"a
and the confident FTankiins among ihe
merchants The latter are sure - .''
T.nssfbi.It!es % profitable re'drEs i-.--..
good newspaper advertisement, a"a
their confidence IS never misplaced d" IT .
respect
An enterprising merchant VINO VANS
20 know things asks: w hat j. ai'
adyer;Ising?" There can 5e but one sui'-
abIe and sensible answer - this q3er5
ramelv that standard advertising j. ne
b.sf advertising There il ~ criitrivH
Or publicify. The merchant must % E'E-
.rned N his method of ulahrg DsrtIfsE
announcement by the CrsTaf.sT % %.
vr.res his environment ana TIE car ~
-.eg,Ie with which ne expects % zeal
tIaytrp selected a. MS advertising me3iufn
= arst-ciasS and trustEyrtay HsTsDSI PEI
70 must use MS own judgment ara i1f+A
or fh1se Of other Peopie-aHd D 80
.,cs f-l out what sort q aSfefiisins
ling the quickest and best Fe' 1rhs.
Tbsr ~ Will nave reached tas ftan2AI9
.r.yght fsy. But a. 90 the siaru4f1 ao-
,..r+tgiuE medium. t1sTe c@n % % "S''
49,, ,hat II - a popular n Nspsytf-
I, o.e u rs Ie.rgrs 20 Columbus ms
,.leh,at.d F.ore1tln- p5J siciaa Ia44
,rCsta,e.l urged :l- prs-urzof1ty ~
-..-s.... q, tn. t.asf Inl9H. ~ . Nf-iefn
NE and called re disCgvtrsfs s-'ep-
.tsn 20 ths s-eliel tna' he iar9s Pc sa'-sA
,ea~b Would abound D. az i1-tE- -
s,.rA IN aeeI Of paT'-cu.aT-y a. h"ita
=, sr,ee in gffa: ggau-lfi%s. ana 90
j., teus's II Wss r. facf i1e af44a-l
- ae-5ve Commercial sY.ri; q ne axe
,n5~4 sert Columbus ard other sNp-9ftFf
- s.sk unkaoEu cD1afrles. az ffFs
-. tssu th@ cugFer:s - trace t4fs
svoasers, Paclle means q: irenspafi a.
70, susbls TIE merchants % i--'Ne lays
>, chain sgpglies q szlshls z9er2s Nii-'-
-. 4{rTir-ti-v Tasr C5isf rCrreTa - -
i-teres. the glblc 81 ;afir Tafsf' as
q. I. ,,-,v.rsally s5rn tied - 80 Fh+ffas-
re uarsd trat thiF rld NAY y hofS
Lett s-4 prshtzD.y stfairf1 '7fplSs "
s..-1ts reEsp.agsr s1ysrtlsifg