Evening journal. [volume] (Martinsburg, W. Va.) 1907-1913, 1908-04-28
DOES
1T PAY
TO ADVERTISE I?

Fl WIS Nh Nid stand f0f Years people had for
miles 70 deal With Myers Rich and poor alike received
square deal Pc stock complete and tlc volume
business Sc DIE largest ia tbe country
Mscls prospered lie known far and wide as
friend % the poor No one was turned empty handed
from bis door il his need was apparent
Que day Myers hired clerk Not Philadelphia
lawyer but Young who saw what VAS going Oh
around him. iIe caught on % Myers ways and
became One of the most popular % Che several clerks
the establishment
Non happened tlat Myers didn't advertise Ie
didn't have 90 Wasn't his che oldest business III tIat
ton q the country Everybody knew him cue day lue
ncw clerk approached him
mir Myers, he said. why DOM you advertise those
remnant back there Better sell them Il siuall figure
tban let them take up for nothing
~Wbs not sen them. Don't throw money away adycrlis
ins them SHOW Them @ the people Chat come in the
store every day"
II vain aid She clere plead Thar to SHOW them 70
everybody impossible and ar nine ont 81 ten % the
people You showed them 70 not buying remnants,
A few DAYS later man came iu tbc store wearing 4
coat made Of the material the remnants was
steady customer and he CLERK who knew him wen enough
to be familiar commented he looks 81 the and
TONED the bargain.
why. what do you know about fg7 said he man. u
bought tins piece Of Worsted in w.
bought il in We@ exclaimed the astonishe3
young man Isn't il 81 those remnants were selling
cheap
1
Banner n w.. Didn't know You had anything ike
Vow Myers was willing 10 take s. for he identical
material The clerk got 10 thinking.
fhut night he approached Myers.
What would sou give double your business he
asked.
Myers laughed Impossible he said
II may be impossible but what would yon give 10 have
i double and sell al The profts2a
.What YOU driving af27 said Myers "Of course
e ella Efreft .1.., tt t.f
he Che profits as fellows could All do work if
You had To- but where is the trade coming from IT'S moi
here
Il took the clerk some time D. get out his plan aud Il
took time longer get Myers stop laughing him
and agree 20 il but III the end il decided that he
could spend limited amount ID advertising until he was
convinced that i waste Myers Convinced thar
it would pay
The clerk the subject 81 much good natufed ban
ter from his fellows, until his first efforts hegau 10 Dr.
heard from Trade seemed spring up from everywhere
New customers came I'M old customers bought Did
nor know Sen had that daily expression al over
the store Myers had to gel another clerk Times are
Che advertising he increased thc advertising appro
pration. The clerk became advertising man He didn't
buy space be spent Myers money for the right put copy
That said something in The mediums he nsed Tic studied
Che ads thai paved and the ads that didn't He pro6ted
by lbs experience
Il has been ten years since Myers began to adyer
se and the story the many Of his rivals in the
mercantile field He RIMS several 81 Tire biggest stores III
eastern cities and his name isn't Myers The clerk man
the advertising or all The stores and they employ
hundreds 81 clerks
Does advertising pay Myers used q think lhc same
way Won 10, hc SAYS
at Does