The Bemidji daily pioneer. [volume] (Bemidji, Minn.) 1904-1971, 1908-07-10
NEWSPAPER ADVERTISING
MAKES MANY FORTUNES
Is the Best Method for Trade-Pr0duc.
ing Results. If It Is Properly
Handled.

Duluth Herald: The man who
has something to sell wants to sell
it as quickly and as proftably as
possible; that is what he is in bust
ness for. The old way was to put
the stuff in store and wait for
people to come and buy it. The
new way is to push it's sale by adver-
Using. Wholesalers and jobbers
push their sales by employing COM
mercial travellers to visit dealers, but
the retailer has that system beaten to
a pulp. He can put an advertise
ment in a newspaper, and if it is the
proper kind of an "ad" and his
advertising system is up-to-date and
effective, he can bring his goods to
the attention of thousands while the
commercial traveller sees one.
Advertising, these days is good
deal of science. 1t employs experts
and these experts have attained the
highest degree of skill in the art of
craftsmanship through publicity.
Those whose business does not
warrant the employment of experts
take borrowed advantage of the
originality and ingenuity of experts
and build their business up so that
it will warrant the employment of
experts of their own.
By far the greater part of modern
advertising is done through the
newspapers. There are other ways
magazines, biilboards, hand bills,
etc.,-but the magazines reach
few while the newspapers reach
everybody, bill-boards are public
nuisance and annoy more than they
attract while handbills and circulars
are thrown away without being read.
The newspapers goes into the homes
and in the case of the evening
papers, are read thoroughly by all
members of the family at a time
when there is ample leisure. The
newspaper is the greatest adver-
Using medium, and the evening
newspaper is the best newspaper to
advertise in.
Many merchants spend fortunes
each and every year in advertising.
For instance, Gimball Bros, owning
a Philadelphia department store,
spend 100000 year, or $4,000 a
day, in newspaper advertising. They
do not spend fortune in a week and
rest upon their oars thinking that
their trade will continue as a result
of this publicity; but they spend
every day in advertising, and the
trade that advertising built up, ad-
vertising maintains and increases.
There are several we'll known
stories of commodities that systema-
tic and ingenious advertising has
built up large sale for, and whose
sale slumped Immediately upon the
suspension of advertising, an action
taken upon the mistaken assumption
that the business was established
and demand created that would
insure permanent prosperity. In
every casethese commodities dropped
out of sight, and it was harder to
build up the trade a second time
than it was the first time. The
obvious moral of this is that one of
the secrets of successful advertising
is keeping everlastingly at it.
When the articles offered for sale
has merit and when the advertising
is artfully and continuously done.
money put into publicity affords
returns upon the investment that are
possible in no other form of invest.
ment. The more you put in, the
more you get back. Many of the
largest fortunes of the country,
below the Rockefeller rank, have
been built up purely by advertising.
The articles whose sales made these
fortunes wouldn't have supported a
peanut stand, good though they
were without advertising.