Cañon City record., 1902-09-04
SPECIAL ADVERTISING
FOR SUMMER TIME

the suoJ {. "S .-l-Ecriising for Glaiiy
y".us AMI WHO h..S 4ome POSITIVE iasas
10 expr, 50 l5,.en d 9o.tun.y olers
says.
- Il de a.tisaI Of h5t Hca her
many ilrfchag,s ana o-..ors " o use
the udvet.iI.S c--L.-A5 or tie d.--.y
ney il.'3 IA w..hdraw their announce
ments and sr,iie down Tor q long sam-
mer snoDze IN TIE conduct o. tn ir
business. They asr thai its IN. ow-
ing uJney away 10 a tempt 10 &c. ieo-
PIE 10 buy goods when the mercury i
lowering around the nineties ard that
FOR all practical purposes they might
Just as well shut Up shop until the lst
of sep ember Sch merchants. |
~ b ald really believe that they are
r-.t In these views and never expect
TO change them.
Now. It happens TO be a fact that
while me chun-s cannot expect to do
as large yolume o. business in the
summer as in the fall. wirt or spr NJ.
ihsy can by The exercise of the same
enterprise that chHracterizcs the.r man
agem, Mt during those months build up
surprisingly good trade in the heated
term.
Now. Jet me give you AN llustrat on.
l know mnn uptown who owns dry
goods store within easy reach OF Il fair
ly large sect Gu of resid ntial quarter
OF the city Untn two years ago h.
had. with many other m.rchau :. he
lleyed that II WIS utterly useless 10
try to sell goods during the summer
hecau,e many OF his customers were
out of town and those II town were
not Inclined 10 exert themselves suiii'
ciently 10 visit the ore exep when
comp. led to do "a by Necessity.
\ cali, d % s.e him one d..y and dur
ing a long nlk urged him 10 get up
some SPECIAL sales. advertise them lib
orally and see what the results would
be. lie oijrc ed ca he grounds have
already Indicated
II told him thnt there We're in this
I great r.ty o. ours thJusa nds OF persons
who could br induced to brave heat or
cold TO buy goods AT a bargain that
they ns,-d or will seed | talked as
never bad talked before on the subJec
and finally succt-rCed in iinparring 10
him some Of my own enthusiasm. He
consented 10 try the experiment.
HE called his buyers and beads OF
Z departments together and told them
Z what he. Iroposad 10 do They were
skeptical and said the experiment
I would not succeed. Their opposition
only Iurrased any friends driermina-
iion TO uI;ik. II success lie nj his
. buyers TO ibe markets for goods. some
thing b. had never done be.orr nj that
/ season of the year They found that
they could i--t all the bargains they
wnntcd at bow ros,. because the manu-
facturers ami jobbers wer~ only too
glad TO get rid af leftover stocks at a
discount
Then the advertising campaign was
begun. The ammo iccm-nts were can
fully prepared 10y n nrsi class ad. writ.
er who knew his business 10 I and
were placed in the News and other
daily newspaper OF large circulation.
1 The harEnin. offered wen. unusual
and II was plain TO my mind tha; the
womau who could resist them must lie
made of different stuff from most wo-
| men.
what was the result; Although the
day on which the sale was inaugurated
was unusually warm. the store was
! crowded with customers from the time
4 the doors were opened in the morning
until they werc CLOSED at night. This
condition OF affairs continued right
along until the end OF the week. on
I Sunday n new ne OF bargains was OF.
| fe ed in the advertising columns OF the
newspapers. aud the experience OF the
previous week was repeated when
the first week In August came. the
merchant stopped advertising simply
TO give his clerks n little rest before en-
terlnE upon The fyll campaign.
THE results OF the summers work
had been astonishing His business
had been almost equal in volume 10
that dsne In the height OF the busy
season. II Is needless TO say that my
friend is now one OF the stanchest ad
vocaies of summer advertising TO be
found In the clty."-New York News.