Bisbee daily review., 1908-12-18
ABOUT ADVERTISING-No 10 The Man Who Retreats
 Before His Defeat!
By Herbert Kaufman.

Advertising isn't magic There IS no element of the black art about it. In its best and highest form 1t IS Pdfn talk sane talk-seLHg talk Its results are in proportion to the merit of the subject advertised and the Gbilsty with which the advertising is done.
 There are two great enemies to advertising profit and both of them caused by ignorance of the real functions and workings of publicity
 The one is to advertise Promises which will not be fulfilled, because all that advertising do when it occOmpfseS most is to influence the reader of your copy to f,tuestigate your claims .....-
 # 1o~ promise tue earth and deIi0er tte toon ad- yertising oUiu not pay yon
 If you draw men and women to your store on fretense and fail to make goOd advertising will have hdred you because it has only drawn attention to the fact that you are to be aVoided.
 It is as nujnst to charge advertising with faiEtys under these conditions as 1t would be for your 3teigor to rob bank and find yourself indicted for hfs rseed In brief, advertised dishonesty pfofess than a'texpofted deception.
 The other great error in advertising is to expect more omt ot advertising than there is IT it.
 AdOertiSng seed lUtich q 3jserchom bLars III bre eonfdence of the conrtnf,iy. He allow time for it to gro10. Every successful advertiser has to be fatiet The time that 1t takes to arrive at results rests entirely with the ability and determination you display n the effort. But you cannot turn back when you have travelled half way and declare that the paht is wrong
 You can't advertise for a qcgek and because VOLT store isn't crowded say hasn't paid you. It takes certain period to attract the attention of readers Everybody doesn't what you print the first time it appears More will notice your copy the second day. Q great ntany more at the end of month.
 You cannot expect to win the confidence of the community to the same 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 your reader and his introduction to your by spending more effort in preparing your copy and displaying greater amount of eonvincingness.
 You mustn't act like the little girl who planted garden and came out the neat day expecting to find it in s bloom Her father had to explain to her that plans require roots and that although she could not what going on te seeds doing Meir most important 0cork just before e foaCvrs stoued aboUe ground
 So ad0ertisirg IS doing it's most important work before the big results eventuate and to abandon the money which has been invested just before results arrive is not only foolish but childish It aOond De just logical for farmer to abadow S fields because he could not harOet hiS 10ek after he planted IL
 Advertising does not require faitl,- merely co1t- If 1t is begun doublt and deserted before normal results be reasonably looked for the fault does not lie with the newspaper Or with publicity 1t rests entirely upon the head of the coward who retreated before he aUaS defeated
 Copyright, Company. Chicaxo)