The morning Astorian. [volume] (Astoria, Oregon) 1899-1930, 1905-04-30

friday 10 receive htteHtlOu NHs iUhOs
with the writer's full name and addrei
print.
A few days ago met man whom
advised 10 advertise Tor business
reasons. He seemed 10 think that
things were too dull for advertising.
In fact. he said that he was spending
too much money for publicity now.
and there was nothing doing. 40 he
could not AFFORD to increase the ex-
pense. In looking over his valuable
pense. In liking, over his valuable
stock, neatly displayed in a show case
on the wall. ! noticed very useful
household ntensil OF which several
were on hand. ranging In price from
$3.50 to $40 each. ! suggested that he
advertise them. when he exclaimed,
apparently much alarmed. that II was
the poorest selling article In the
house. He hadn't sold one in a year
and one aaif past. still maintained
that he should advertise and move
them, when--lo and beholdl-he said
that he had only few. Poor man! !
dare say he was afraid that he might
have to buy new goods in their place.
0O0f
why use flve-inch double column
add for awhile. an other words ten
inches for a w'#eeks every once In
while and then stop for awhile to
start agaln when you think you are
ready? Better use Ave inches. single
column all the year around. You VIII
md the results so per cent better for
it. A man does not eat In three weeks
enough for four weekS You cannot
advertise successfully in three weeks
what must be kept before, the people
itll the tIme-your name--which Is
your trademark.
600
Even good things grow stale. Why
not move Easter windows into obs
scurity and let May shine. Season
windows should be changed promptly
at the close OF the season and put In
promptly AT beginning Of season,
Otherwise windows are like ad copy
They win stand change once week
anyway.
| II isn't always aisy TO do big things,
nor IL II possible 70 always do aisy
things, though il is always aisy to 10
aisy things. Speaking Of that. II
seems To md that some merchants
nnd Il aisy and possible to do not'ings,
when by judIelous advertising they
might do something's.
600
/ It's wiser 20 cater TO your custom
or than to have him catered to by
others. It'S wiser 20 look after your
customer than TO have him looked
after by others. It's wiser TO do for
ybur customer what leading stores
elsewhere 10, than TO have foreign
stores do II for him. It's wiser to
press suit here at home than to
have n home suit pressed in a court
elsewhere. It's wiser to accommodate
the ladies'. than to have the ladies' look
for merchandise as well as comfort
elsewhere. There IL no reason why a
suit OF clothes bought at leading
store should not be pressed free OF
charge when desired by the customer.
big stores elsewhere do 1t. A COM
Portable ladies' sitting and retiring
room IL appreciated by ladies every
where. especially by mothers. Big
stores elsewhere have It. The man
who does II first and does 1t here is
wiser than others. In this case Her
man Wise must be wiser than others,
for he Is wise enough to have a ladies'
room. comfortably appointed, in the
rear OF his store and he presses
clothes bought at his store. free. 1t
ls p-to-date methods that keep trade
nj home. Any wise man knows 1t.
900
In the May number of three maga-
zines, popularly known among adver-
tIsers as the Butterick Trlc--but to
the general public better known as
The Delineator, The New Idea Maga-
zine and The Designer-there APP
peared four-page advertisement for
Jap-a- Lac, manufactured by The
Glidden varnish Company who paid
for this one-time appearance of this
ad in the three magazines mentioned
the nominal sum Of $4,000, That isn't
much either when you take into con-
slderation the fact that this firm kept
up It's regular advertising in other