The Montgomery advertiser., 1905-04-02
To Ar. N0n-Advertiser

AID SENSE wants to talk with the man of the corporation that does not believe in advertising.
 That such a man such corporation should ex- st strange in the light of twentieth century bus mess developments but personal observations and very apparent business failures have indicated that there are still those who refuse to acknowledge the mighty power of publicity and who decline to invest even "a dollar in the trying out" of plan that has proved it. self successful thousand times over If advertising has had its failures and 1t most certainly has, there is still no reason why it should be condemned as worth less in the very face of the very brilliant has achieved. If business man makes poor investment and loses, that in itself is why the whole fabric of business investment Is rotten The element of speculation characterizes business in all of its phases.
 The retail grocery1nan buys barrel of sugar upon mild form of speculation--he anticipates the demand, figures upon his probable profit and puts Hp his money with view to increasing it. The fnancier buys many thousand shares of stock so much per share and figures upon his probable profit. price and demand considered
 There successful business men and unsuccess- fu business men, ranging from the most modest and unassuming storekeeper to Rockefeller and Nor gan. Why not consider advertising as an invest ment and why not be able to inteligently speculate upon its probable gainsl Properly conducted publi- city offers risk its purchaser than that risk assumed by any man who buys the market and sells at market prices The mistakes in advertising approx innate its failures, and the wise are indicative of It's successes as investments
 You, Mr. Non-Advertiser. can buy white space good white space, mind you, investment. This is the empty storeroom for your merchandise
 You, MT. Non-Advertiser, can buy good copy sure to pu heralding only the best that may be sold at fair profit This your advertising merchandise It is true that there certain forms of salabe goods not susceptible to advertising with a profit gro ceryman cannot afford to space contracted for in newspaper to advertise sugar he is making only half cent pound thereon But that groceryman has of other articles of salable merchandise upon which he is entitled to profit, permitting the use of printers ink in putting it before the public.
 The automobile advertiser in fixing the price of his machine allows for his advertising appropriations Manufacturers of highgrade soap are in position to deduct certain percentage of profit for publicity This applies principally tp soap which reails from ten to twenty-five cents. Thus it is learned that the man. ufacturer the obber and the retailer all do or should so fix prices as to permit them to have a working cap tai taken from their profits for publicity purposes
 certain manufacturer of shoes takes one dollar from the net profits of every and drops in his advertising fund. The manufacturer is able to make very reasonable showing in the magaznes and his money comes back tenfold in increased sales
 MT. Non-Advertiser, you making mistake if you do not sit down and carefully figure out the won derful possibilities and the pronounced success of those who are today making hundreds of huge maea- zines and great daily newspapers not only profitable to publisher but also to themselves
 From "Ad Sense" for March.