Arizona republican., 1908-10-24
ABOUT ADVERTISING 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 it's best and highest form 1t is plain talk, talk-seng talk Its results are in proportion to the merit of the subject advertised and the ability 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 is to advertise prOntiSeS which will not be fslLed, because all that advertising can do when 1t accOmpiSheS most is to influence the reader of your copy to inOestigdte your claims.
 T yoM promise tue earth and deEiver the nroon ad- Uertising aUiH not pay yon.
 If you draw men and women to your store on pretense and fail to make good advertising will have hared you because has only drawn attention the fact that you are to be avoided.
 It is as unjust to charge advertising with failve under these conditions 1t would be for your eghbor to rob bank and find yourself indicted for his misdeed In brief, advertised dishonesty is even more roftesS than nnexPloted deception
 The other great error in advertising is to expect more out of advertising than there IS fn 1t.
 AdVertising is seed w}tich nerchant plants in he confidence of He coDDs,tfty He must allow time for 1t to gro1U Every successful advertiser has to be Patient The time that 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 patti is wrong.
 You can't advertise for Ueek and because your store isn't crowded say 1t hasn't paid you. It takes certain period attract the attention of readers Everybody doesn't what you print the first time 1t appears More will notice your copy the second day. great nrany at the end of month.
 You cannot expect to win the confidence of the community to the same degree that other men have obtained 1t without taking pretty much the same length of time that they did But you short the period between your introduction to your reader and his introduction to your counters by spending effort in preparing your copy and displaying greater amount of convnengness
 You mustn't act like the little girl who planted garden and out the day expecting to find 1t in n bloo Her father had to explain to her that plans require roots and that although she could not what going on the seeds doing bter most important 1UOrk just before the foUerS sloaced aboUe ground.
 So advertising IS doing its 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 aOnLd be just logical for farmer to dbddon his fields because he could not harVeSt his oeek after he lanted t.
 Advertising does not require faibr-merey cont- If is begun in doubt 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 retredted before he defeated.
 Copyright. 1908. Company. chicagO)