Evening journal. [volume] (Martinsburg, W. Va.) 1907-1913, 1908-04-29

ituas old stand. For years people had come for
miles % deal with Myers Rich and poor alike received
square dead the stock complete and the volume Of
business one 81 the largest Ii the country.
Meers prospeled HE was known far and wide as
friend to The poor no was turned empty handed
from bis door = his need apparent
One day Myers hired q clerk Not 4 Philadelphia
lawyer bus young man Who saw what vas going on
around linn He caught Myers why's and
became % the popular 81 the several clerks Ia
the establishments
Now / happened That Myers didn't advertise Tie
didn't have Wasn't bis the oldest business 30 That
tion Of the country Everybody knew bm day Che
new clerk approached him.
Mr. Myers De said, why don't you advertise those
remnant back there Better sell them i small figure
than let them take Zip for nothing"
why not sec them Don't throw money away adyertis
ing them. SHOW them 70 he people that come in the
store every day"
In vain did the clerk plead that d show them 10
everybody impossible and that nine Of Che
people You showed them % not buying remnants,
etc
"A few days later a 10 Che store wearing
coat made Of the material the remnants lie was
steady customer and the clerE vino knew him well enough
e be familiar commented the looks Of the coat and men
toned the Bargain.
"Whf. what do You know about it said the II
bought this piece of worsted in w.
Bought It in W-2a exclaimed the astoushed
young Isn't Of those remnants we're selling
cheap
Banner 10 w. Didn't know you had thing ike
it,
Now rs Myers was wiling to take 81 FOR tic identical
material the clerk got 70 thinking
That night he approached Myers
"Nhat would YOU give to double your besness7 he
asked
Myers laughed impossible he said.
at may Be impossible but what would you give 10 have
il double and sell at the same prohts9s
what are son driving afg said Myers "Of course
Il the business double il would than dou-
bic the profits, you fellows could all do work
You had To- bur where is The trade coming fron2 IT'S not
here"
took the clerk some time get ont his PLAN and
took time longer get Myers stop laughing him
and agree to it, but in the end il decided that he
could spend limited amount ID advertising until he
convinced chat it waste Myers convinced that
it would pay
Tie clerk was the subject Of much good naured ban
from his fellows, until his first efforts began to be
heard from Trade seemed spring up from everywhere
New customers came IN, old customers bought more Odd
NOT know you had that daily expression all
the Myers had to get another clerk. Times
good he said while he had to admit to himself that
was advertising He the advertising appro
pration The clerk became advertising he didn't
uyspace be spent Myers money for the right PUT copy
that said something in the mediums be used He studied
the ads chat paved and the ads that didn't IRE profted
by his experience
it has been ten Years since Myers began 70 adyer
se and the story is the many Of his rivals ia the
mercantile field He several Of the biggest In
eastern cities and his name isn't Myers The clerk man
ages the advertising for a the and ey employ
hundreds of clerks
Does advertising payg Myers used to think the same
way you 40, be says
SIT DOES"
1T