Evening times-Republican. [volume] (Marshalltown, Iowa) 1890-1923, 1907-02-05

~ built up his own business but built
up his town. When business grew ana
people focked In to buy, the town
grew of It's own momentum. Inc
newspaper he said was the only really
valuable medium in which to advertise
for the reason that it's universal dis
tribution and It's rapidity of publlca-
ton makes it force in advertising
that has no counterpart. Nothing can
Withstand its tremendous power, its
capacity for hitting widely, quickly,
hitting everybody at one time and hit
ting them repeatedly. 1t is unequalled.
Out of an advertising expenditure OF
quarter of a million dollars annually
for Mandel Brothers the great MAORI
ty was spent by him for newspaper
space. He had tried printed circulars,
street car signs, bill boards. kite trans
parencies and the like, but considered
two thirds OF the money spent in that
way lost He not only thought so but
he knew it and the advertising now
being done by Wanamakers, A. Il. Ste
warts Stores and all the merchant
princes of our great cities was sufJ
But one ad does not do the trick"
said Mr.. Bright. ANY more than one
swallow makes a summer. Keep ever
lastingly at it. Ask the blacksmith IL
he ever knew man to make a horse
shoe with one blow of his hammer?"
The instructiveness of his talk made
the evening one of intense interest to
every merchant. AT times pin could
have been heard il dropped, so close
was the attention. He told his audi
ence to write their ads plainly and
truthfully, always truthfully. you
can foolfthe people some of the time. OF
course .he said, "Barnum did but
Abraham Lincoln knew that you could
not fool them all of the time. Be
truthful In your ads by all means. 1t
doesn't pay to be otherwise. Be plain.
Always avoid complications. Use the
same kind of language in your ads that
you would use when talking to a GUS
toner in your store, the same kind of
words I am using in talking to you
now. There is nothing complicated or
strange about advertising if you will
just be natural about it and study your
people,"
When Bright told how he studied
people and especially women it was ap-
parent that the psychological study of
the human beings who buy was a nee
essary part of advertising as we'll as OF
purchasing stocks for their wants. He
predicted that in a short time the uni
versities and colleges would carry
courses In advertising and that bust
f{S,tp
fessionals for their sick business as
they do for their sick bodies.
He advised merchants in the small
towns to study the ways of the sue
cessful merchants in the Cities to study
their ads and then to advertise what
the people want in their own localities.
You can increase your business by adj
vertising," he said. Eyes, you cam
Why, everybody knows that January is
a dull month, yet 1t is an actual fact
at Mandel Brothers, instead of turning
off clerks this month, as has been done
all over the country, we have been hir-
ing them every day. We have hired
literally hundreds of new clerks this
business and advertised" Then he
told of a special sale of cheap silver
ware which they conducted at loss
in the basement but which filled the
great building with customers in dull
month who bought other goods all ov-
ers the store.
You must advertise" said Bright.
You may be making a living, paying
your rent owning your own stocks,
but is that all you want? The advertis-
ing man comes along and you don't
need to advertise. Nothing doing.
Nothing doing. Do you suppose there
would ever have been merchant
prince if he hadn't advertised? Do
you suppose a big store will build up
in Marshalltown if you don't advertise?
You may be making living, but that
is not enough. You must make enough
not be satisfied This is an age of
things, for man is always young as
things, for a man is always young so
long as he does things, and when he
quits doing things he is old, don't care
how many or how few years he has
lived"
Don't wait until somebody comes
to town from Chicago or New York
and puts in store which will walk
right away from you the first year be-
cause it advertises. Don't follow Be
a leader. Why, 1 we'll remember my
experience as an advertising man in
Nashville. I thought I knew how to
advertise then, but 1 didn't. A new
store came to town. We said it would
fail in year. 1t walked right away
from u.s. That man came from Des
Moines, and he knew how to advertise.
l studied his ads. and learned some
thing, but he put our firm out of bus
mess"
Why Chicago is getting business
right out of your own town. I am
getting lots of it and I'm going to try
to get more. The women here are
sending away for goods which you
ought to advertise. Montgomery Ward
& Co. are getting the money of your
farmers by the millions, yet this cata-
log business is in less favor now than
it was You ought to put out cata-
log Of your own and advertise in your
own locality stronger than the outsider
can Fight the devil with fire. That
is all there is to it,
When Mr. Bright had closed several
questions were put to him. Mr.. Ingle-
due wanted to know what per cent of
sales should be spent in advertising.
Quick as a flash Mr.. Bright replied: If