The Denison review. [volume] (Denison, Iowa) 1867-current, 1908-11-18
PUSHING FOR PROSPERITY.


ant, who advertises because others
do. because he wishes to befriend the
editor. because he deems it neces-
sary display of public spirit; but who
classes advertising with death, taxesf
bad collections and the other ills
life.
Then there is the advertiser Chilli
tant, the man who buys space be-
cause he wants it, the man who has
something to say, who knows adver-
Using pays and who is bound to get all
the worth of his money.
When q little town starts up there
is always burning desire for news
paper. The new man who starts the
barber shop is anxious to advertise,
not to draw trade, but to let the folks
''back home'' know that he is now
in business for himself and that he
has gone to the only real, bouncing,
buster, baby boom town. in all the
boundless west.
After while the novelty wears off.
the smaller business men drop from
the avertising ranks and the news
paper must rely for support upon the
banks. the merchants and the bust
ness men who realize that while the
advertising may not do them much
good, the newspaper helps the town as
a whole and must somehow be main
tanned.
This is the stage of glittering gen
eralities in advertising. The "Head-
quarters for Plug Tobacco, Candy
and Cents Furnishing" glares across
the page at the Headquarters For
Millinery. Candy, Tobacco and CT
gars.''
The enterprising merchant changes
his "ad'' four times year. Spring
has Come, - Summer has Come, :"
Fall has come. > Winter has
Come" and through all these exciting
vicissitudes of changing seasons he
remains. ''Yours truly. Headquarters
for Staple Groceries,
Now. the town that never passes
beyond this stage dies the death.
:, The farmer is not the only man
who is being benefited by cheap and
good postal facilities. The merchant
reads his Chicago daily. Day after
day he sees the advertisements of the
big stores. At first they fill him
with disgust at such reckless eXtrava-
gance, next he wonders how on earth
they can keep it up, then he com
mences to think that there must be a
reason for it, and finally it dawns up
on him that ADVERTISING PAYS.
When the merchants grasp this
truth, that advertising is an invest
ment, not mere running expense,
the town is ready to leave the village
stage and becomea real city.
Further study of advertising meth
DDS helps the situation. The mer-
chants get down to "brass tacks" in
their advertising. They tell of speci-
fic bargains and give prices and show
their respect for intelligent readers
by giving them intelligent straight
forward talks in the advertising COL
umns
This sort of advertising patronage
builds up good newspapers, good news
papers attract wide circle of read
ers. This inevitably increases the
trade territory. so that liberal news
paper advertising not only covers the
natural trade territory, but has con-
slant effect in increasing trade terri
tory.
1t is many years since Denison es-
capped from the "Spring has Come"
methods of advertising. Our mer-
chants know the newspaper is their
display window. their show case and
their salesman. Our best merchants
are giving advertising their special
attention. 1t is large part of their
weeks work to plan. and prepare their
advertising, and it is just as important
as the bookkeeping or the buying or
any other single department of the
merchant work.
1903 pion. Uses to he the most pros
porous year in The history of the re-
public. The farmers have good crops
and good prices. they must have suffi-
Gent money for all their needs and
for some luxuries. They will spenc
that money with the stores that most
successfully call attention to theil
wares and which impress them with
the value Of the bargains offered.
Good advertising makes a newspa-
per newsier and of greater value and
interest to good housewives especially.
The Review congratulates the mer-
chants of Denison not only upon the
amount but upon the character of
their advertising. Deniton is splendid
| ly located. 1t is the best trading
point for more than sixty miles in
any direction. 1t has the stocks,