The Jasper weekly courier., 1907-01-11
CONTINUOUS ADVERTISING.
ne Sense Of contluuliy Pushing Business
Everlasting Continuous Prosperity


make up lost time. His work was of
six periods. He stopped only when
there was nothing TO do. In each
period was done the proportionate
work of its time, perfect in itself, sue
cessful because it harmonized with
the work before and afterwards.
No man can raise live stock by feed
ing it one day and starving it the
next
Jagged, indeed. must be the e1uca-
tion of the boy who skipS his mathe-
matcal lessons every month.
Perhaps the automatic book keeper
can finish his entries, close his ledger.
never TO reopen the past, except for
reference. DeSk-sitting book-keep-
ers are not men of business.
The business man who pulls down
the top of his roller desk, with every
thing done and nothing TO be contin-
ued, has no business to be in business.
because his so-called business isn't
business.
To be continued is the motto of
trade.
Never to be finished" is a rule of
progressive business.
Heaven is the home Of the man who
stops.
The world is made for workers.
that there may not be shirkers in the
Continuous By and By"
Always at it" is the trade mark
of business.
The man who is in stock today and
out Of stock tomorrow, Is apt TO be
out of business the next day.
Advertising has too distinct values.
First, the initial presentation of
something, accompanied by argument.
Second, the continuation of the argu-
ment.
Mighty few people, anywhere. ans
wer an advertisement the first time
they see it, unless it be of special
bargain, or Of some iligitimate arti-
Gle of trade.
One can advertise cheap chrome,
and secure value from the first ad-
vertisenent. These are advertise
ments of the "sufncient-unto-the-day'
and insufficient tomorrow class.
The good advertisement Of good
business has more value collectively
than individually that is, its value
consists, not in one appearance of
itself, but in that appearance in con-
tlnuation of former appearances, and
in the certaincy Of subsequent ap-
pearanceS.
Allow me TO give personal remln-
iscence. Publicity is my profession.
| should know something about It, |
ought not to be as much influenced by
advertising as the man who has never
studied it, for familiarity with any
thing sometimes breeds inapprocia-
ton. Before me for several years was
the advertisement of an insurance
company. | did not know any one
connected with it. When | realized
the necessity of insurance, | put on
my hat, went directly TO the office of
that insurance company, and took out
a policy. The only reason | went to
that particular company was because
the advertisement of that company
had been before me for years. | did
not appreciate either the advertise
ment or the company, although had
seen the advertisement a thousand
times, until the time came when |
wanted insurance, and then | con-
nected the advertisement of years
with the necessities of my particular
case and the company got some of my
money.
The advertisement which appears
this week and not next, is liable to
make people forget that it appeared
at all
Most folks casually read advertis-
ments. If the next week they think
of something they want, they may
remember seeing an advertisement of
it in the paper. The paper is gone.
They turn to subsequent issue of
the same paper, and do not find the
advertisement, consequently they do
not buy the goods then, or buy of
somebody who is advertising the
same thing
The local dealer has no right to
take his advertising out of the paper
so long as he advertises at all. He
may cut the size little although the
shrewd advertiser seldom does.
In the same place occupying the
same amonnt of space, in the same
paper, month after month, and year
after year, not only brings new trade,
but converts that new trade into per-
manent trade, creating business of
prosperity to posterity.
The majority of the men who are
~ l.