The Princeton union. [volume] (Princeton, Minn.) 1876-1976, 1902-03-27
soMETH1NG ABOUT A i, !. IRIS

q SOMETHING ABOUT ADYERIISIN
With the advent Of spring comes an
awakening in all lines Of business, and
this awakening is suggestive of q mat
ter that ought to be- Of prime impor-
lance to all business men, but alas,
with some it is not. The merchant
who in this day and generation lets
the days, the weeks and the months
go by without using 3. little. ink and
white space ina newspaper ID tell in q
social way to his trade and the public
what he has in the way of new goods
and what Inducements he has for them
to buy, issas far behind the times as a
discarded garment that in due course
OF time finds it's way to the rag pile.
This is an age of publicity, and is get
ting moreso as time goes by. Rail-
roads are utilizing the best there is in
designers and engravers' art and are
transferring the same to the columns
of the magazines and newspapers to
catch the patronage of the travelling
public; and even the banks, those old
staid and conservative institutions,
are coming to the foot lights of public
opinion to bid for favor and patronage.
Merchants who formerly did business
on the limited acquaintance, good fell
lowship and nationality racket have
commenced to discover that people
who have money to spend and who are
in search of bargains don't care
tinker's tongue where man was born,
or what his personal acquaintance is
they are looking for good goods and
bargains. Furthermore be it remem-
bered that the most of the people who
trade, and most of them do more or
less trading throughout the year, read
the business announcements, and are
commencing to think that the bust
ness man who does not care to be So
ciable enough to talk to them through
the advertising columns of a local pa
per, does not care to cater to their
trade.
Newspaper advertising is recognized
by the business world to-day as the
best and most profitable means of
keeping old and securing new trade.
The business man in a prosperous and
growing community who gets cold feet
over a proposition to spend $50 or 800
per year in profitable advertising in
his local paper, and who will put in
stock of new goods and throw them
back on the shelves and wait for the
people to call and make inquiries
about his goods, is looking backward.
The modern business man does not
wait for his customers to make in
quiries.. He anticipates all this by
making FREQUENT and timely announce
ments in the local press. He says
something good about his new stock,
and explains in brief particular points
of excellence, and quotes the price.
Unless merchant is willing to use
enough space to tell his customers
something about his goods and can
quote them prices if necessary he had
better not. advertise. Advertising is
talking in a plain and simple way to
the public in such a manner as to gain
the confidence and trade of the people.
Men do not look on fences, trees and
barns for information, nor can they
read the same in the smiling counte-
nance of the man who does not ad-
Fvertise, The newspaper is taken and
is read for news, not alone the local
gossip, but also the news that is found
in the advertising and local columns.
People like to know what the mer-
chants are doing and what they have
got to offer them. It matters not what
the merchants may think to the con-
trary, it goes without saying that trade
as rule follows the advertising chan
nels, and the merchant who is not found
in these channels is not what most peo-
pie would call an up o-date and pro-
gressive business man.
EASTER.
Next Sunday is Easter, the thir-
teenth Sunday in the year, but this
ought not make any difference with
tho 6av on1 will mt Eoo+ou nov, 80 n