The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1908-06-16

business. you must advertise con-
stantly and steadily, whether it be by
the use of newspaper space, bfllboards
or whatever means you desire-but
advertise. Here's thought to take
with you.
Your business grows. your profits
increase, only by adding new Gus
toners. Those who have never heard
of you or your goods, can never be-
come your customers.
Mr. Vincent was followed by H. S.
Street, advertising manager of the
Crosby Brothers company, who read
the following interesting paper on:
SUMMER ADVERTISING.
One of the objects of an "Ad'' club
is to boost advertising and when we
boost advertising we boost business
every merchant, large and small, is
benefited.
The so-called panic, the laying off of
men by the railroads and the flood, to-
gether with the fact that this is presi-
Dental year, are not going to have any
tendency to increase business here in
Topeka this summer. But if we all get
together and boost we can make bust
ness good.
Years ago the summer months were
considered the dull ones. The business
men and clerks put in the large part
of their time swapping stories, pitching
horseshoes, going fishing and what
not. They never thought of trying to
keep business up. This condition still
obtains more or less today, in direct
proportion to the amount OF aggresS-
iveness that business men possess.
During the summer, one q the first
things the majority of merchants cut
off is their advertising appropriation.
And they're dead wrong. 1t ought to
be the last, for 1t is the advertising
that creates the business and not the
business that creates the advertising.
Advertising is the cause, not the erect,
of good business.
We can let business drag along here
this summer or We can make 1t good.
This is not theory at all 1t is mat
ter of experience right here in Topeka
last summer
The Crosby Bros company went af-
ter business last summer and they got
1t. Every single month showed ma
terial increase over the amount of bust
ness done the corresponding month the
year previous. This was not due to
the amount of advertising so much as
it was to the aggressiveness of the
store as a whole-though as a matter
of fact, more advertising space was
used last summer than any previous
year.
They are going after business again
this summer. They're going after it
aggressively. Every department is go
ing to be up on it's toes to beat last
years record. And there's no question
but what it will be done.
They're going to advertise early and
late. They're going to offer seasonable,
desirable merchandise - merchandise
that you and your families need.
They're going to advertise it on such
scale and at such prices that there can
be but one reSult-goOd business.
There is not merchant here in To-
peka but what can do the same thing
if he will. And if you will do this-lf
you will go after business aggressively
there is no question but what you can
get it. The result merely depends on
the effort you make.
Don't think for one minute that you
can generate enough enthusiasm by
one sale, or by one series of sales, to
last all summer. 1t can't be done
You've got to keep pounding away all
the time-all summer long.
Well accomplish much more If We
all work together. If we decide on an
aggressive business campaign this
summer and all of us keep it up we
will increase the general business here
in Topeka to a most gratifying degree
We will make good business, instead Of
dull business-good times, instead OF
dull times.
The course The Crosby Bros. Co. is
going to pursue is already mapped out.
They are going after business and
they're going to keep at 1t all summer
long. This is not said in boasting or
dictatorial sort of way at all. 1t mere
ly means that The Crosby Bros. Co.
recognizes the opportunity that exists
for successful, business bringing sum-
mer advertising and are going to I'M
prove it.
This same opportunity is yours just
the same as it is theirs. 1t is for you,
as individuals, to decide whether or
not you will take advantage of it.
Come on now-let's get together and
all go after business this summer. If
we do we will all be benefited. The
more we do in unison the better will be
the general result. The more we do
as individuals the better the individual
result. But any way let's go after bus
mess this summer and get 1t. We can
| if we will.
Mr.. Street was followed by a number
| of speakers who gave informal talks.
| The meeting adjourned at 1:30.
AN INFORMAL TALK.
Frank P. MacLennan of the State
Journal followed Mr.. Street in an in
formal talk on summer, winter and
general advertising.
Mr.. MacLennan said:
"Mr. President and Advertisers:
81 was greatly interested in Mr..
Streets paper and 1 think it is just
such practical papers before this club
that will bring good results-in the
newspaper business and in the adver-
Using business through the newspa-
pers.