The Fairmont West Virginian. (Fairmont, W. Va.) 1904-1914, 1909-08-26

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:NoN.AND-T HEN d ApvE RTlsERs.

NoW.AND1rHEN II Apv ERTlsERs.
Some merchants appear iE the adj
4ertisihg co1umns Or The newspaper,
occasionally" They DO SO for much
the same reason that SOME of us ap.
pear Mt church d long interrals-it
looks proper and spectacle and
seems quite the thing To do. About
the same benefit Is derived from the
one as from the other d y
I The advertisement that appears now
and then from a sense OF duty usually
looks the part Of course. not doing
any regular. persistent advertising. the
store saves" the salary OF an adver-
Using man. The ads are written by
the bookkeeper who Is pretty handy
at such Things. or aybeSJimmy takes
q hand in It when Things are slack in
Ibis department. 'ff
Such advertisers Will tell you that
advertising doesn't day. Invent they
tried 1t. and don't they know?
Which brings to mind the young
farmer lad who decided to become a
lawyer. He went to a far-off city and
entered the law Offices OF a friend Of
the iamily's. A week later he was back
again and neighbor. driving by and
seeing him, pulled up to inquire now
he liked the law. Don't like 1t bit"
responded the boy. "l'm sorry I
learned It,"
Then there are the other kind OF
casual advertisers who. In the words
OF the song ballad, are mere to be pit
led than censured. Those who do not
need to do much advertising because
they have Il large business and are so
finmly established that everybody
knows them.
Year after gear their sales hold
their own, say they. But SO do the
figures in the Bureau Of Vital Stalls
tics. People will die. ana others will
get married. still Others are born.
Also strangers enter the gates OF our
fair village with money to purchase
what they desire.
It Is also barely possible that per.
sIstent. enthusiastic advertising OF
competitors might some day-mind.
we say it mlght-tempt fe" OF these
old, dyetl-In-the-wool. got the-sabit GUS
toners to stray from the straight and
narrow path leading to the door OF the
old. established house.
MARSHALL FIELD. than whom no
ADLER merchant lived. was once asked
during the embryo stage OF his biisi-
ness what constituted his greatest am
bltion. He replied that 1t was to reach
the point where he could have the an
of his store occupy an en-
tire newspaper page. every day In tire
year. His dream ofEaffluence was not
Of the time when nc could rest on his
oars and curta1l publicity expense: II
It had been, We oplne the history OF
the merchant prince would read dit-
ferent from what 1t does.
Your customers. the best Of them.
nlf of tnem. are backslilers. Their
sense of gratitude Is atrophied. The
values your store offered last week Will
not mold them with bands OF steel. Sad
are such reflections but none the less
true. and II you would sci! them their
wants tomorrow and the next day re-
member that they are probably going
to search the newspaper for offerings
before marching dutifully to your
store. s't'
And so it is we say to the OCCASION
al advertiser. DON'T. Rather. save
the money against That day when the
thinning OF the ranks of old. tried-ar1d.
true patrons will make serious inroads
upon the SNUG profits .w;lic;l You en-
Joy today.
But advertising pays. Certainly. Just
SO surely Us It Is intelllgentlJ brought
to bear. 1t Is effective. just as the
pneumatic hammer Is effective. when
Its blows are trained upon the work:
Just an the rifle Is effective when cor
rectly aimed: and here Is what we
mean by proper aim In advertising.
Somewhere about the establishment
the chances are you have a good adj
vertising man. We do not mean the
college graduate. teemlng with aljec.
lives, eager to put your talks to the
people through deathdefyirg. heart
thrilling. daredevil leaps into space.
but rather a. good salesman. One who
has a knack Of pleasing people and
who gets ut their likes and dislilses.
One who ID wrappett up III the busi-
ness and would spend the nisht IN jail
in preference to letting n man or wo-
man leave your place or business with
any but the ldndlicst feelings such