The Greeley tribune., 1906-04-05
ADVERTISING GOODS
PAYING VENTURE FOR SMALL STORES
SAYS r. 7. GRAHAM.

Towns ana hcAp INC m0FcnAht ~
Grow-Arguments In Favor of Judi.
cious Advertisements.
Every individual effort in a town
tends to further its advancement, how
ever small that effort In its intrinsic
value may be. In the case Of advertis-
ing this Gun be proved by owners Of
small stores If they would patronize
the home papers for advertising their
goods. Thus there will be larger cir
culation Of money and the home town
benefited In an article on this line
FIT. Graham In Newspaperdom says:
The reason why many small dealers
don't advertise is because they are sat
isfied to do certain volume Of busi-
uess, and If they hold their own they
say, "What's the use Of spending
money for advertising?"
Another merchant argues that people
know him and his goods and that it
would be throwing away good money
to advertise goods that people know he
carries. Another says he cannot af-
ford to spend money for advertising, as
the larger stores blanket his adver-
tisement, SO that he feels it does not
benefit his business to advertise.
Still another says. II have an adver-
tisement In all my town papers, but
don't think it helps my business-sim-
ply keeps my name before the public
and helps the newspapers"
There's another who admits trying
different kinds of advertising. but says
he has never been able to discover any
increase of business due to any adver-
Using matter used. Another claims the
nature Of his business does not require
any advertising. II people want his
kind Of goods they will look around,
and he will take his chances on get
ting a call from them and his share
Of their trade.
/. Here's one who says the town Is no
good, people hang on to their money,
ETC., and admits his business is not
what 1t ought to be. It's all the fault
Of the town. Here we have one who
claims he carries good class Of mer-
chandise, but he adyertises Christmas
changed until about Easter and then
says it doesn't pay him to advertise.
There are hundreds of other reasons
given by small stores, arguing that ad-
vertising does not pay. In my opinion
all these arguments are weak and un-
worthy Of support
We argue that merchant who does
not advertise, even though his business
runs the same from year to year, is 60
ing backward when his business does
not increase annually. Here Ia where
the right kind Of advertising would
cause an increase in his business. AS
for the merchant who argues people
know him and his goods and considers
advertising throwing money away, let
us suggest that If he would advertise
the new goods received, invite people
to call and examine his store and keep
his stock looking attractive he would
find his sales increase.
AS for the merchant who doesn't ad-
vertise because larger stores use lar
ger advertisements, etc, let me say
that many times well written and con-
vincing small advertisements are much
better trade drawers than larger ad-
vertisements, poorly written and not
interesting to the public in their gen
eral makeup. The merchant who takes
space in all his town papers and neg
lects to use that space to good advan-
tage by frequent changes Is paying
for dead horse and might better have
no advertising space and put that mon
ey in his stocking, where 1t won't draw
interest.
To the merchant who admits any
kind of advertising he does has never
increased his business we would sug-
gest that he must be using the wrong
kind Of bait He should try new tao
tics and get out of that old rut and be
up and doing with something different
from his competitors.
The merchant who thinks his bust
ness does not require advertising for
various reasons is behind the times
John Jones opened store smaller than
yours, with the same kind of merchan-
disc, and you said he couldn't make
go Of it, but he advertised that he was
In town and wanted business, and he
got 1t. Today his store is larger than
yours-in fact, the largest In town.
Why?
The biggest failure Of them all is the
merchant who carries good goods, but
runs Christmas advertisement for
four weeks after that date, when other
merchants are talking spring goods,
and then claims 1t doesn't pay to adver>
tise.
1t is well known fact that many Of
the largest stores Of today were built
to their present size by the liberal use
OF the right kind Of advertising. backed
up with reliable merchandise at right
prices in attractive stores and compe-
tent sales people. The smaller stores
OF today have the same opportunity to