Essex County herald. [volume] (Guildhall, Vt.) 1873-1964, 1901-01-18

Gator and a moald-r II pubiic taste. /
sentiment. aud opinion. Il vas our "i /
the greatest influences ia the cit.iiza- /
iion Of the pioneer towns. Aud - the /
business men all paid for advertise
ments Ito help the paper"
Those days have gone hy. The he
velopment 81 the country has changed
all this just a. il has changed most Of
the other customs aud practices Of the
fathers. To-Day the merchants aud
business ami professional men are in
sharp competition with each other right
at home. Ia say nothing OF tlir fact that.
year by year, the increase ia transpuTta-
ton facilities tends Ia draw this same
local business toward the grea - nar-
kets Of the country aud of the world.
Ii may almost he said that New York l.
nearer 10 II. Alhans to-day than Eicl-
ford Was in the DAYS of the fathers. and
the growth OF the great department
stores of the large cities and their r-
markahle mail-crdrr facilities form a
kind of competition that II. Adams
merchants la the early days ucyerWould
have imagined possible. The analogy
holds good To lines of industry other
than trade. Rapid transit, the electric
cars. fast and frequent steam trains,
telephone, telegraph, wonderful mail.
express. aud freight transportation
service, aud. lastly, the marvellous de-
velopment of the effectiveness of adver-
Using as practiced in modern times-all
these have combined to completely
change business conditions within the
memory of men even now actively en-
gagged in business. Newspapers and
news policies have changed, too. The
newspaper of today must he srlf-Sup-
porting. The modern newspaper is Il
business proposition, just the same as
the mercantile enterprise. 1t is in the
market to sell its news and its advprtis-
ing space. and the only way it can do
either is to make them both attractive
and guarantee Il fair and reasonable re-
turn for the money. Nobody adyertises
in IA newspaper today for reasons of
charity. The advertiser expects To-
make something 10y advertising, and the
newspaper is anxious to see that he does.
Given the newspaper that covers the
| field that the advertiser seeks To reach.
and it is now only the fault of the adj
vertiser himself il his advertisements do
not pay. Because advertising pays.
That's business principle that is no
longer in dispute. But it all depends
upon whether YOU advertise what the
people want to buy and whether You adj
vertise what the people want to buy ina
manner that will attract their favorable
attention.
When You advertise your wares, give
prices and enumerate specially altrac,
tive wares aud bargains. Give prices
Don't content yourself with merely cali
ing attention to your store and stock IN
a genera! way. Zine line of dry goods
doesn't amount to anything Make /;
list. however brief. of special bargains
and boom them Take time to write
your advertisement. It's worth it. The
money you pay out for advertising is thu
best investment you make, ii You onll
advertise right. Plan to keep before Tia,
public all the time some special feature
some attractive bargain. Don'tlet the
public forget it, Change your adyer
tsement at least once Il week. Dom
feel that you must cover the whole stocf
in an advertisement. \ few. details il
each advertisement and frequent change
so as to cover every feature of the stoel
from time to time will do more goo,
than a laborious catalogue of wares
Remember the Messenger can demon
strate to you in a few days that ever,
change of advertisement along thes
lines brings money to your store. Don
neglect your advertising. Pay the Same
attention to it that you do to your buy
ing 1t will pay you. The Messenge
wants it to pay you and it wants t
keep changing your advertisement