The Birmingham age-herald., 1908-08-05
NUCLEUS OF ADVERTISING
 CAMPAIGN IS SUGGESTED

At the special request of the Board of Trade, paper on advertising was pre- pared for the benefit of the merchants by John Sparrow and presented to the Board of Trade yesterday afternoon. The mer- chants were delighted with the sound ad- vice which it contains, and they propose to take up systematic method of adver Using Birmingham as a buying market. Here is the paper:
 It is midsummer, the dullest season in any year, and strike Is on. Under such conditions the retail merchant na- turally asks; What Is the use of adver- Using? It Is beating the empty air. Isn't 1t better economy for me to drop advertising altogether until times are bet ter?"
 The pages of the Birmingham news papers indicate that this question is being answered in the affirmative by not a few of our merchants, especially those whose business is of moderate volume. This is not good policy. In the first place, it adds to the feeling of depression already prevalent and aggravates the condition. The public notes the omission
 
 pages, and concludes that things are worse than they are. As a matter of public spirit merchants should continue to advertise, thereby helping to sustain confidence.
 Remember that people must still eat and wear clothes and provide themselves with the necessaries of life, and if 1t is your business to supply any of these you will certainly do more business by keep ing in the public mind. And suppose your line covers the so-called luxuries or opportunities of life?
 Birmingham now has a class of wealthy citizens Many of these may be affected by prevailing conditions to the extent that they are staying at home this year instead of taking annual trips to the sea- shore or mountains or abroad, but they are not willing to lower their standard | of living-these very superfiuitles and | luxuries have become necessities to them i they don't want to give them up. But | don't forget they are keeniy alert to bargains, keener even than poorer people. Observations and experience warrant the l assertion that it would be better policy for the merchants to advertise bargains | in the higher classes of goods, where the margin of profit is larger, than to lay the emphasis on low prices of staples In this connection it is well to remember | that Birmingham as a great railroad center has a large daily floating popula- tion, and that as rule people travelling are more generous to themselves in the matter of expenditure than they are when they stay at home. Indeed, 1t is well for the merchants to keep this float | ing population in mind at all times. It | is field worth cutivating.
 How far advertising in the dailies should be supplemented at present by let 1 ters, circulars, dodgers, etc, is more of a personal problem to the individual mer- chant Dodgers are good for certain class of trade, provided they are distrib- | uted conscientiously-and 1t Is but right and proper to say there are distributors in this city who do their work faithfully. There is undoubtedly a personal appeal r. the letter, circular or invitation which the display advertisement can never have. The expense of postage Is very important consideration; but two cents ] postage undoubtedly secures better re- suits. And a neatly printed letter is to be preferred to the smeared, botched