Grant County herald. [volume] (Lancaster, Wis.) 1850-1968, 1902-01-09
The Success of Advertising.

Long ago the prediction was often
heard that reac ton, sweeping and
effective, would soon set in against
; the bulk of newspapers made huge by
advertising. 1t was asserted that the
business of giving publicity to bust
ness affairs was being over done. Ell
forts were made to show how much
money merchants might save if they
ceased to advertise, and when the
transforming craze was at it's height
one of the arguments used by promo
motors of great combinations was
that they would be able to do away
with most if not all, of the cost of adj
vert1sing which had been done by the
companies to be united in greater COR
poration.
Hardly glance at the leading
papers and magazines is required to
show how utterly futile attempts to
check the growth of advertising have
been. Year after year, month after
month, the business widens and
strengthens More money and in
genuity are lavished upon advertising
today than were ever before devoted
to that phase of business. Even the
great industrial trusts have not been
able to do without it.
This is sim ply the recognition Of the
general success Of the advertising
principle. Notwithstanding all the
faults and follies which have been
connected with advertising, in the
United States and in other countries,
the net result has been vast alsd i'm
,measurab BILE widening of the wants of
civilized man and an equally enormous
addition to the volume of trade, the
employment of labor and the scope Of
great industries.
1t has been learned that publicity
regarding whatever is new, or especi-
ally attractive and useful in the
world of business, actually creates
commerce and is one of the mainstays
of industry. Civilization grows and
rises by increasing wants. 1t is
largely built up and supported by
desire for better things, for the latest
improvements in all the comforts, con-
veniences and appliances of life. Ad-
vertising spreads, multiplies and
quickens wants, and hence it is very
important agency in keeping the
wheels of progress moving. 1t is fol-
" to think that such force will ever
cease to operate, while society is or
ganized in it's present form.
Moreover, in the long run and in
the broad sense, advertising furthers
the success of merit. 1t tends to the
survival of the tittest. It is the work
fellow of enterprise, and enterprise
goes hand in hand with improvement.
The ablest producers, the most etfi-
Gent distributors are the natural adj
vertising leaders. They have most
reason to push their business and
most ability to see the best and most
effective ways of doing SO, The ex-
ceptions are hardly numerous enough
to be considered seriously.
The discreditaole and stupid meth
DDS of the knaves and fools who have
besmirched advertising, just as they
NEEDLE with every other great human
interest, have not stopped it's grow
ing success. 1t has been confirmed
in it's position as one of the most i'm
portant and significant phases of
modern business, by the widest pos
sible tests of time and place.
The wise and practical man of
affairs does not try to oppose or stand
aloof from such mighty force. He
devotes himself to the problem of get
ting the best results from advertising
and making it most attractive, lucid
and convincing. The general judg-
ment of the age is that nothing else
equals the persistent, intelligent and
c treful use Of newspapers of the right
sort. The proof is found in every
city and thriving town of civilized
lands.