Evening journal., 1904-11-19

many kinds OF business:
Some merchants appear TO have diff
Guilty in deciding 20 use small space in
stead of large; complain they can't say
enough i'm a few inches and the space
they want costs too much.
l think the question hinges on quality
Make the small advertisement tell its
story about one thing-any one thing, so
II tells the story well. The best advertise
mcnt undertakings have mostly grown
up from small beginnings. Feel the way
along; increase space as business war
rants. IL the advertising is as good as Il
ought 10 be the growth will be certain
and healthy. Some merchants think they
cannot be accurate and successful In ad-
vertising
They cannot be permanently successful
any ether way. Advertising is I'm the
search-light of public view; Il cannot be
trined with any more than ones credit.
Some think that advertising is not
practicable and promptly profitable un-
les there are big bargains to offer
It's the regular meals which build bod.
lily strength and health. not the feasts.
a threo-inch card. every day for year
viii appeal TO more people and tell a more
varied story, and have a more cumulative
effect than half page once IN a month
some merchants think advertising is an
expense rather than an investment
Advertising Is an expense. as insurance,
freight salaries rent, and like payments
are cNpenses-the money goes out. But
advertising has this difference. As soon
as you have built good advertising char.
aeter you viii find that your constituency
viii respond To every piece of good news
you send them. That's Investments part
Of the stock and machinery Of doing a
prompt business; portion Of character
and capital that is good assets; which
you can create, but cannot go out and
buy. It's big investment in that sense
and worth time and money.
Some men kill their advertisements by
their methods of doing business or by
their treatment OF customers--none here,
Of course, but no doubt each of you
knows somebody who does this thing.
That unfortunate; but II is not change
able 10 advertising, and no kind of ad~
vertising can take notice OF and provide
an antidote against such a nolicy--or lack
OF policy. other men waste space i'm mo
diums which do not reach the people they
need to appeal TO.
This is one of the easiest things to do
and among the most Improbable. In my
opinion Il is one Of the most essential
elements of successful advertising TO Sc
cure the right mediums, There is a choice
to be guided by sound judgment or ex-
pert knowledge-in almost every commu-
nifty Perhaps experiment may even be
necessary. But the time and trouble will
be well bestowed; and the ability to be
able to depend upon selected mediums
for certain quick results. is profitable
reliance and a powerful factor in aiding
business.
Some men don't seek any assistance in
their advertising believing they know
better about their goods and can write
better about them than any one else
Like enough. but does it pay?
Couldn't most men keep their books
better than their olerksg Sell goods bet-
ter than their salesmen? Pack better than
their packers? Sweep better than their
cleanersg DO errands better than the
boys?
OF course they could, but It wouldn't
pay. The man who BOSSES the job can't
be at work on the details. He who leads
the orchestra cannot be playing the sec
ond fiddle. 1t requires ability to do each
of these things; but 1t takes genius to di-
rect them all Besides the man who has
advertisements prepared for him gets TO
view points upon the work-and often it's
twice as good in print as It would have
been merely under one persons prepara-
tion.