The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1899-07-16
Southern Kansas Business Men

What to put IN an advertisement Il a
query often asked by business men. No
one can better answer this important
question than the merchant who has had
some experience In advertising. II would
be, of course impossible TO tell all about
a large or even small store in one or
two announcements; the best results are
to be obtained by combining the details
OF the daily advertisement 90 a statement
OF the qualities and prices of those arti-
cles which are especially seasonable. BY
this method the merchant not only keeps
his name and establishment before the
public. but Is enabled TO concentrate the
attention Of intending purchasers upon
the special line Of goods offered for their
inspection.
1t is not a safe policy for a merchant
to proceed In his business on the plan
that the public will consult him as 10 It's
needs. He should understand that he must
be in advance of the public. This is
requirement not optional with him; u is
a matter Of necessity II he be really eager
70 succeed The public knows that II
wants things: but Il is self-willed and
exactlng, and having money with which
TO pay for the trouble II causes and Cor
the wares Il demands II simply turns to
the alert merchant, who, being able 10
read human nature, caters to It's eXac-
lions and whims by telling In the adver-
Using columns OF the daily newspaper ali
about his establishment and the wares
which ne has for sale
In all the vacations OF life there arc
men who cling with tenacity 10 the old
In all things. They have codes Of mals-
ners and methods to which they adhere
without deviation. In the business wOri1
there are some such moTtals. and some
times they achieve Success: but oftener
they stagnate, and never leave the worn
ruts in which they have so long moved
on the other hand. there are merchants
who do not permit themselves 10 De re
strained BIZ a hide-bOund conservatism
Careful not 10 accept mere novelties %
improvements. they adopt all proper 80
available methods which MAKE for pro-
Rress. and recognize In advertising the
mIrhtiest lever By which 10 extend thelf
business and secure more prortahis re-
turns.
A prominent merchant declares that
the money expended for advertising j.
the same as II placed on interest" This
Is the proper view 10 be taken OF ad-
vertisements placed In popular newspa-
per. Not only Is there a valuable return
resulting from the profits in wares which
may be specified In a merchants business
announcement, but the additional sales
made extend and more firmly establiEh
the advertisers trade. Thus this great
medium Of communication gtth the pub
lie enables the tradesman % enlarge rs
sphere OF operations. and az natnfa4
consequence 90 assume more Important
standing ia the commercial World The
returns for a merchants outlay IN sdrer-
Using far exceed IN value the interest i5At
would be received on the amount q
money expended
when Rembrandt settled down 90 ToTK
IN Amsterdam he determined iaaf tas
community should speedily knJW o. bis
presence. and - he ressrted 20 al aoToh
method of advertising He esc0rafss TIE
front Of hiE residence with q ife-size pot
srait OF his h0uzezaid IN the act % wash
ing a easement. and 20 perfect was -
,eBYodu~sSon that Il was some tine - f0fe
IRE passe-E b. noticed the ceocDtiot-
Taen Rsmbrands's object bad been a.
tsiued. He bad made himself al oatec'
Of fnteres; TO tie community. ana ~
.,gcfures Logan 20 SCI II these more
u-osaIc DAYS the keen and zJ2iTiDE nTT-
chant. having the ssna Obisct 81 view
AIDS in a great ard popular nfTsSs2gf
the agency BY Uhica the SANE pTon'Af-f
s,te~sio- nav be attracted q rs Vars -
ia. Witch Rembrandt secured for hif
painting 70 Amsterdam.
The n,srchart who takes a8T s1t1rs q
tie ttde q business "a ifs foos b prsif%
sure % b carries o. 10 fortzse: S1' y
must know b0~ % net TIE oce@tSol =. -
- kras5 oyT0gtunit3es- u tAs kaFs IN
aieg thlys = . s2~efes Of grain o0issefln<
snt With sores ~ CHARITIES % NE
-s.tvs cereals for food- Naea- s9Nsses.
..e seygfsc monsoon storms ESifl over
80 ia fh@ gzrrsred food - EsolEss-sd
br sEe heavT rains. Ta<z tss asss ne
e. ,hA oceasioa- TseT uatch soF re ssss
surb.arus. Sad whsa fasse 1g1eAF ne
~hose rsloay carries cut tss store freta
ssel. ittsss ErznsFiss % ery IN iss warmth
30 a. sga. EAEsE1ss Wssa Us 10 -
--..-s.- sifrsS assoSz ~ k-s4nsEs
- 80 uafehfsl a-6 tocGsssta1s soes-
$50 A. Drssays 20 take sdvAatAss g -
,.s,ss.hie lnnseares. and - psss sartssa
- ,se ehssf q Ehtrh T. nrH -e-sss
$500 ndSsgsfsizg. - slFsct kbesr a.
@..-.--.s tgwafd As oas 8u14EeA4.