Rock Island Argus. (Rock Island, Ill.) 1893-1920, 1904-12-03
painting balks and goes over the fence
in the first quarter.


| What shall it profit a man though
he have a strong line of goods should
he fail to appreciate the value of pub
licity?
| Yesterday is gone forever-a wise
man makes mistakes. but never re-
peats them. Did you make any yes
| terday?
| Advertisements are like trees in
that il takes time for them TO ma
ture their fruit: like trees. also. they
produce better the longer they are
kept growing.
| The shopper who has read your ad-
vertisement before starting for your
store will have put money in her
purse" ample for the purchases she
has planned: while she who merely
would like 10 have. but will buy ac-
cording TO her purse.
Reading is seeing by proxy" and
the reader of your advertisement sees
your store as il is pictured on tho
printed page.
Store-publicity is a fiash-light which
| should be thrown upon every line of
goods in your store which you desire
TO sell. The goods which cannot be
profitably advertised cannot be profit
ably carried.
II your store-ads are interesting
enough to cause the readers of this
paper to look for them-to turn over
the pages and hunt for them-they are
effective enough TO draw these same
people TO your store. And ad-readers
are. always. the best buyers
The merchant whose advertising is
so good that his competitors wife
feels half-in clined 10 deal with him
is on the straight road 10 fortune.
Nothing is achieved before it be
thoroughly attempted" and no store
has yet set permanent high-water
mark of trade for itself until ii has
also set a permanent high water mark
of advertising for itself
A battleship in a mill-pond would
be pretty, but not of much use-some-
thing like big store advertisement
in a paper of small circulation.
The fact that you do not advertise
particular article is good enough
reason for your patrons to assume
that you do not have it.
THE horse may Starve, waiting for
the grass to grow" and your store
may grow lean if you wait until you
are entirely ready to advertise it ade-
quately.
The one thing a merchant might do.
which would be less wise than non
continuous advertising. would be to
close his store doors for a few days
now and then, just as little surprise
for his friends-Or on the principle
that this would cause them to take a
greater interest in the store when it
should open again.
If you are selling something at a
lower price than anyone else, and
there is still a man or a woman in the
city who does not know it. you are not |
enough.
A customer will spend less time |
in your store on a pleasant day than
on a bad day. Ten women, visiting |
your store on a rainy day. will buy |
more than Is on sunny day. But
on a rainy day only strong advertising |
will get them 10 the store.
One hears a great deal in these days |
about men of action as being some |
thing apart from men of thought. AS |
a matter OF fact. no man ever succeed |
ed as a man of action without having |
been a man of thought. The plan of |
action must of necessity have been |
first sketched and worked out mentally |
before it took tangible shape in the
form of some action successful or 9th |
erwise.
The attitude of the general public |
toward the advertiser has changed in |
the last few years. Advertisers have |
taught the public to expect fair treat
ment by-giving it; TO place faith in
heir guarantees by-sticking to them.
They have said money back" and
have proved their willingness TO do
il. They have learned that there is
no lasting patronage without conf
ience They have won confidence by
deserving it.
A Great Coal Production.
Last year the total coal production