Evening bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1895-1912, 1907-07-25

| Probably half the money that is
spent by retail merchants for adver-
Using in the newspapers or in any
ether way is paid out during few
months Of the year when the stores
are busiest.
Quite likely IL there were no adj
vertising done at all these months
would be the busiest months of the
year anyway. But most merchants
seem to feel that when business is
good is the only time they can af-
ford to advertise.
When business is dull and the
merchant feels he must cut down ex-
penses, he usually starts in by cut
ting down his advertising.
He loses sight Of what advertising
really is and what it can do for him.
He seems to forget that advertising
has the power to change his dull,
empty store into a scene Of bustling
activity.
Yet when customers are scare and
receipts slender nine merchants out
of ten will thoughtlessly cut Off the
enc source upon which they should
depend to supply the much desired
trade.
If the advertising is to be cut
down at all, it would seem the wis
est policy to spend the least when
business was best and spend the most
money for advertising in the so-called
dull months, when the results which
always follow good advertising
would help to keep the store busy
and the business up to a normal con-
dition.
don't believe any advertiser ever
cut off his advertising without cut
ing off business at the same time.
OF course there is great deal of
money foolishly spent in advertising,
and there is considerable money paid
for alleged advertising that 1t not
advertising at all
When a MAN. cuts off these worth
less expenditures he is really not de-
creasing his Advertising He is sim
ply declining to spend money for
that which brings him no returns.
But with the merchants who do
good advertising and get good re-
suts-why should they not be more
strenuous in theh efforts to get new
business. when they need 1T? Why
should they not do more advertising
in the duANnontksA than they do in
the busy months!
No merchant would consider leav-
ing his advertising out Of the news
papers during the busy months of
spring and the buster months of the
late fall, but there seems no logical
excuse for increasing the expenditure
at these time at the expense of the
dullr months.
If you can spend only so much a
year for Advertising, by all means
arrange it in advance, SO that good
proportion of it will be used to keep
the business going and growing in
the slow months!
The trouble is that when mer-
chant starts to cut off his advertis-
ing expense he usually cuts off the
good things and let's the bad one
stay. If he is spending $500 in the
newspapers and cuts that down to
5000, he congratulates himself that
he is saving $500 thereby.
But is it really saved?
If advertising does any good at all,
x q q q q 81 u x x q Il z 70 q q q IL
enable the public school to turn out
children well equipped for the strug-
gle of life and adapted to their sur
roundings.
Hawaii cannot immediately start
technical schools and has no pressing
need for them. But it is important
that the education in the public
schools should be developed along
lines that will furnish every child
" it'll a knowledge of ordinary house,
hold duties, and impress upon pupils
the fact that it is as honorable to
work in the field as the shop or the
office