Pine Bluff daily graphic., 1908-10-14
ABOUT ADVERTISING G-ND. 70 The Man Who Retreats
 Before His Defeat!
By Herbert Kaufman.

Advertising isnt magic. There is no clement of the black art about 1t. In it's best and highest form it is plain talk, talk selling talk It's results are in proportion to the p.rit of the subject advertised and the abili} with which the advertising is done.
 There are two great enemies to advertising profit and both of them caused by ignorance ot the real functions and workings o publicity.
 The one is to advertise pyo111seS which will not be jultaled because all that advertising dc when 1t uccoblis]rs u1ost Is influence the reader of yor copv to i71estigatc your claims.
 ' rou byoulise N1e carAl oud dcliiy tie Woon 0l- 7vrisi11g vW uot pay )on.
 If you draw men and women to your store 7yeeuse and fail to make good advertising will have hatuea you because 1t has only drawn attention to the fact that you are to be d1olded.
 It is as uuiust to charge advertising with juil,ue under these conditions it would be for your nelg'lboy to rob bank and find yourself indicted for lis nnsdeed In brief ad2r1tised dishonesty is e2e1. rotheS than HueNploihd deception.
 The other great error in advertising is to expect more oH of advertising than there IS III 1t.
 Ada1t!isi1g is seed ,7lich q mercha1u plants i1 Mc eouta,,1cc q lie cou1ul,1ity He allow time for it to gyo7e Every successful advertiser has to be paticut The time that it takes to arrive at results entirely with the ability and dete1lnlnatlon you display in the effort But you cannot turn back when you have travelled half way and declare that the paDl is wrong.
 You can't advertise for 1,veA and because your store isn't crowded say 1t hasnt Pa1d you It takes q certain period attract the attention of readers. Everyl1odv doesn't what you print the 1lrA time 1t appears. More will notice your copy the Stond day, q great Ulauy at the end ot a month.
 You cannot expect to win the confidence of the community the degree that other men have obtained it without taking pretty much the same length of time that they did. But you cut short the period between your introduction to No1r reader and his introduction to your conHtstS by spending More effort preparing your copy and displaying greater amount of conVincinSness.
 You mustn't act like the little girl who planted {: garden and the 7leW day expecting to find 1t in jlM ooU1 Her father had to explain to her that plans require footS and that, although she could not see what was going on Ule seeds }oi1g Ueir most iWpotant ,,vyh Na beipy' dt' Ro;'Ys Ioiera oboVe gr0nJ1.
 So adqfHis1g s doing it's most inspat11t work before the big results eNentua(e, and o abandon the money which has been invested just before results arrive is not only foolish but childish. 4 ao1fd be iIfst Igiea jora jafJY 10 ahdoH hS 1lis h(cansc hc coldd not hatres }S 0Vch attr hc P1ne! lL
 Advertising does require Juith merely cou- 1a S1l>e If Is begun in doubt and deserted before normal results can be gcaso9ar looked for, the fault does no1 It. with the newspaper Of with publicity rests entirely upon the head of the coward who tt1cacI hf2rt ha ;ous dc5edted.
 4capyrlsh 1eoS rz Company. e4teaeoo