Evening journal., 1907-06-07
SAYS PUBLICITY
IS A REMEDY
". D. Parsley Discusses the
"BBy al Hons =" Move
meRt Under Way

speaking to-day Of the subject Of keeping
trade at home, said:
Il can cite cases in cities that have
but half your populaton who adver-
tise on larger scale. Here your mer-
chants say. why do 20 many of the
public 60 to Philadelphia to purchase
their goods when we carry a good stock
and often charge less. Because one
third of the best Of your people read
the Philadelphia papers subscribing for
one or more and find such good adj
vertisements I'm them. that they pa
tronize these same advertisers. when
IN Philadelphia. Your local papers
are up-to-date and if you don't change
/ your tactics soon there will be gem
eral rush of Philadelphia firms for
3 Wilmington patronage and il will be
: harder to hold the buyer then than at
| the opportune time, when you could
/ easily hold them here now
Il have noticed that the largest de-
partment store in Delaware uses larg-
er space in daily papers than all other
! firms combined and recently a new
store opened here that is advertising
locally and on a larger scale than any
other but the department store anl
the new store viii eventually become
| the Oppenheimer Of Wilmington and L
cite this one case. to prove my argu-
ment that within two years this new
store will be Ear ahead of other local
firms that advertise here. but on SUCH
a small scale in the past, that it will
get the l'lllS of the, business that is
distributed nong the local dealers.
called on him that he has as much
business as he could take care Of and
It would be extra eNertion to take on
any more advertising This largo
store advertlses in such manner
that it reminds me more of "a Chinese
puzzle as il was necessary the follow,
ing day to look all over the local pap
ers to find his advertisement, it being
so small. These small advertisers
should take into consideration a man
cannot impress others unless he ex-
hibits the quality of faith with which
he seeks to impress them. And that
this opportunity presents itself TO the
Wilmington merchants by advertising
oftener and on a larger scale and not
have outside firms offering induce
ments through local MEDIUMS as they
are doing almost daily and on large
scale.
MY suggestion is TO patronize the
stores that advertise locally. They are
tho ones who win help to build up our
city, for the firm who. advertises win
invariably carry fresh stock, as their
goods are moving daily from the
shelves, and are in a better position
to offer you an inducement in price,
quality and fresh stock Remember
this, that your local mediums viii be
the only statesmen that keep everlast-
ingly at IT,
Il have noticed that in the two
months have been here a good MANY
people have been turned, away from
your local hotels. and mention this 70
show how very much Wilmington is
i'm need of an uD-to-date hotel. Dead
ones will make your city not seem
desirous or Re an inducement for any
one 10 come here when thew cannot
bo taken care Of. and J would suggesJ
that Colonel dupont would donate
about five pounds of his dynamite TO
help waken some of your Wilmington
ians as 1t would help to change mat
tors considerably.
Advertising today, to the merchant
should be as much a part of his ex-
pense as the rent he pays for his store
and wareroom, the money he pays Tor
clerk hire. or any other expense neces-
sary to the successful operation of his
business.
Advertising, however is matter IN
a measure foreign to many Of our loca
merchants. They seem 70 have ar
idea that it is a tribute levied upon
them by the newspapers or street cal
advertising firms for the purpose o
having a general good feeling al
, around. To this end they are willing
to give him a certain amount Of ad
vertising, absolutely overlooking tn
value to themselves Of the space whicl
they are buying. not realizing that o'
, using that space and placing in II tn
, same arguments which tney use u
J furthering their business in thei
! stores. they would be able TO talA .
thousands Of people where personalI
they are able to talk to but tew'
Advertising is merely salesmanshil
on paper: consequently y you are AM
: to sell goods To your patrons as yol
meet them in vour own store why no
through street cars and newspapers In
> crease your pS>Fer to sell goods a hun
dred or thousand fold2 This point j
one which in many cases is not reeog
nized
"As to the advertising itself there I
[ a. great deal Of difference in the styi
OF copy used. Any man can buy spac
in a newspaper or street car who ma
q the money: the next question is to pu
something into that space which WI
he of value to the advertiser. The yer.
r hest advertising in the world Is tn
c salesman personally ralking to eacl
= prospective buyer about the merits
) his goods. The scope Oc this, however
would be very limited. consequently
the next best and most practical mean
r Of advertising is TO talk TO then
a throueh the space in newspapers an
street cars in manner as nearly hk
l YOU would personally as possible.
c "The persons who oily well-adNertls
ed articles, recognizing .he merit OF IN
goods rather than the source froi
!. which he gained the knowledge, prove
conclusively the great value of goo
advertising. For instance. If you as
q woman why she buys Ivory soaI
B. and many OF the other well and lons
3 time advertised articles, she VIII ad
nit that they are the best; she viii nc
:, saw that she was impressed by IN
advertising to buy them. but the FAC
q sim remains that she was first in
a,,cod "a l,,,v through the advertisinE