The Denison review. [volume] (Denison, Iowa) 1867-current, 1909-10-06
ON GETTING YOURS.
Nothing but the mint
can max q money without aduartis

ON GETTING YOURS.
Nothing but the mint
can make money without advertising.
A. 7. Stewart said: ga merchant
must spend at least as much for ad-
vertising as he does for rent. That
was nearly thirty years aeo-when adj
vertising was in it's infancy. If it
were true then-it is infinitely more
true today. Don't let mere state
ment of this fact be enough to con-
vince you.
just run over in your mind the
names of the successful retail mer-
chants IN the countryside Wanamak.
ers, the Stewards, Marshall Field and
the rest. and you will find that almost
in exact measure as they USED space
in the daily newspapers have they
been successful.
In your own city who ATE the rich
merchants? Are they the ones whose
names are never seen in the papers
or do you find some announcement
from them every week? Your answer.
to yourself, is obvious eyes," you
say; "the big merchants in this city
are advertisers: but, you know. they
are not selling my linep'
Il True And there lies the whole
|lmeat of this booklet.
The big city merchant was forced
to take the step because at the end of
every season he found himself with
m srchandise TN hand that would be of
absolutely no use to him next season.
He had to sell it, or TO lose it.
And he found that the newspapers
would sell for him what all his clerks
had been unable to move.
Are you going to wait for necessity
to force you into thing. when the
Drygoojs men and DINERS have already
shown you the way?
Once there was farmer who re-
fused to ride on railway trains. They
were. he complained. noisy. dirty.
and dear. Then came day when he
had to ride in train-for the saving
of an hour in his journey was mat
ter of life and death.
| .low he does not complainant he
always goes by rail Indeed. he
thinks that he himself discovered the
advantages of steam over horse.
i Are you still driving, when you
could 90 so much faster and with 80
much more comfort by train7
The very fact that you haze done
but little advertising before and that
your competitors do little or none. il
in your favor. You have a clear
field, and what you have to say in
print will have all the greater impor
tance.
i You you'd not think of pulling
down the blinds on your show win.
dows Of a Saturday morning, would
you? Of you think pulling down the
blinds has no effect on your business.
try it some day, and see how receipt:
compare wi the same day the week
before.
You would not think of moving
your store ny into back alley where
nobody woul.i see it?
Yet in keeping out of the news
uapers. you are doing the same thing
You may not he putting down thu
blinds, hut sou are failing to put
them az an; let folks know what pou
ave 10 sci. Y5u are saving money
liz jast az unwse way as you would
be i, move into back loft out of
everyone's sight simply because II e
rent was little less than it is where
you are. This ia intended only for
live, success full merchants.
II you re one Ct these-and e
think you a e-you know that almos
cry customer that comes into your
store buys something more than tn
thing he came in for. u il Il e
ability to E g est to a man thing s
he ought to nave-to get him to buy
some thing he had not intended to
puy. that makes gu cessful mer-
chants
Try to think of the great business
you would do if every reader of your
local paper would stop in your store