The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1908-10-06

them permanent customers. True ad-
vertising is for the purpose of making
permanent customers and not Gus
toners for the particular bargain
which has been advertised.
Advertise seasOnable, up to date
goods and not out of the season mer-
chandise and after the advertisement
has brought a customer into the store
see to it that they leave we'll pleased
with their purchases. To do this
nothing but values should be adver7
tised and then see to it that your GUS
toner gets full value or little more
even though the margin of profit is
small.
You may draw customers to your
store by advertising but unless you
then have the values to offer them the
value of the advertisement is lost Tor
a pleased customer is the best adVer-
tisement that any store can have.
am a firm believer in the efficacy of
daily newspaper advertising but to be
successful this should quote prices and
give values according to the wording
of the advertisement.
Sell what you have advertised even
though there is little or no profit to
be made from the sale for my expert
ence convinces me that customer not
only purchases the article advertised
but many others on which a reasonable
profit may be made. Live up to your
advertisements ana eSIdDHSI d ICpubd-
ton for honest conscientious advertise
ments. Have the goods which you ad-
vertise and do not hide behind the time
worn excuse that we are just out or
those. but have something else just as
good
II am a believer in especial bargain
offers for these are what induce new
customers to come into your store and
then you have a chance to make per-
manent customers of them. You can.
not expect to advertise a ten dollar
suit for ten dollars and attract a Gus
toner who has been in the habit of
trading at some other store. Dishon-
est advertising is money wasted and 1
hope to live to see the day when news
papers will censure all such advertising
which is given publicity in the publica-
lions of the county,
A surprise was sprung on the mem
bership of the club when President
Charles Adams announced that o. G.
Willard, editor of the New York Even
ing Post, would make a talk Mr. VII
lard is pleasing speaker and did not
confine himself to the advertising
proposition but rather to singing a
song of praise for Kansas her people
and her institutions. Mr.. Willard is
spending a few weeks in Kansas, visit
ing the haunts of John Brown in an
attempt to collect material for story
which later will be published in an
eastern publication.
L nave Deen sufferer from mental in
digestion ever since l landed in Kansas"
said Mr.. Willard. "and am charmed with
the beauties of Kansas. her farms and her
people. In the east we have suffered for
a year from a financial depression but in
your state have seen no evidences of it.
Your farm houses are newly painted, the
FARMER has the most modern and up-tO-
date machinery and on every hand have
seen the evidences of a prosperity which
are not to be found in my own state of
New York
we are having hard times in the east
ana the newspapers are feeling the con-
dltlonS severely for our advertising has
dropped OF at an alarming rate. l have
attempted to convince our patrons that
the hard times is a reason for more eS-
tensiVe advertising. Now that the indus
trlal depression is with us in the east
think that it is advisable to continue the
advertising campaigns: Advertising thu
necessities of life at sales just as bargains
were advertised when times were better
with us.
A communication was read by Secretary
Il A. Heath from the Kansas Missouri
ftoteI Mems association which will hold
us annual meeting in Topeka next month
rms association will bring a great many
motel men to Topeka and the secretary
OF the association suggested in the COM
Huhcatlon which was read that the To-
peka Advertising club will have an op-
portunlty at that time TO do some effective
advertising for Topeka. The communica-
uon was referred to the board of directors
OF the Advertising club and action win be
taken on the communication at once