The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1899-06-18
Southern Kansas Business Men

In the matter of advertising Il Is worth
while for the tradesman TO note that In
reality advertisements are Items OF news
store news-and the Information con-
tanned In the merchants business an
nouncements in favorite newspaper
should. therefore. be pre@ented In an In
terestng manner. In such shape they
are not only noticed by intending purCh1s-
ers but make buyers out Of the general
public by directing attention 20 some
especially desirable line OF goods.
The business competition Of these boom
ing days has become so tremendous IN
power and scope that II requires the most
aggressive tactics to enable the ambitious
merchant to keep pace with his rivals.
He must not reccde; he may not even
stand still Let well enough alone Is
not the proper motto for him. Energy,
courage and perseverance in the manage
ment Of his establishment and especially
In the matter OF good newspaper adver-
elsing. are the qualities which enable HIM
to reach and maintain a position I'm the
forefront Of the procession Of successful
men.
Il is true that all the many methods q
advertising now in vogue have some
value. The use Of posters circulars and
cards is not entirely unprOductive Of eX-
pected results; but for prompt. direct
Using IS pre-cmineutly above all other
mediums at the command - the busy
and wide-awake brakeman. There are
two features Of a newspaper b. when
the advertiser may estimate the value 81
its advertising space-its circulation and
It's prestige. 4 newspaper wbiCI .- *
tenEvely circulated and wh.cn eHetc@"s
an influence upon its readers must. 3D. .-
fore. be the most desirable agency through
s.HH.tH q rHT -.
Advertising should be practical. q
course j. IS entirely q matter % uusi-
ness. and the merchant who invests mon
Is in advertising space 'xpsc,s definite
ree1llts To secure these the 'r-LicsTna- q.
must communicate directly and franz q
with the public. Having selected wl8c-
awake, influential Newspaper N watch 20
print his business announcements hc 81
in a position 70 deal iG rtraig1 fFr~iri
manner with the people. He attract. her
attention 20 his esta hlishment. and rvs
them information concerning n prices
There j. ~ sentiment about this pro
cedure AZ all. I: means simply = UI-
,ual gain for the merchant ard his pa
irons.
Authorities m military rnanslvsrT s'3 10
that az a certain stage IN a. advaaes
Il assaultinz troops f1r "fr- - Laess-
ION IS commenced followed 81 the fierce
onslaught. The sDsrYsf r. nn7fa1[s adopt
cd n successful. WarSIre are being cor-
Stau-iy initiated by 80 rr7-.-e1.irs an
re-1urceful fnerch an. lii. c. mr-t'' -
srteaV9g % ogl-Ezs ue,lv-sr BIN 81 tfr ron
tests for business. hUt D. mrr.1 them I;s-
on their Own ground Re 6svir4s plans
= battle. and fnds tie atvsrtlsirE coli
u-nrs a 4 drst-ClsEs - ~ - per - - h.F
most effective means q agErsssi1r
Trough th.s anet-un ~ directs h.s rrs
= decisson-a regular y5.iey - Interest
TX aa1 timely ous.ness znE1uaCsrr-. .ff
which not being 5ulis;s. are We -a-4 5F
ire masses fn frgrt E-fs 80 ai-- ---
persistent fEhts-. hs keeps Pie a-El--.F-
irz Isatteries a1d DE rgr irvr--lTe tf.-
suts FL acton. and The s5-tsTJ % LeS-s-
szrity Ia