Arizona republican., 1909-05-24

harvest from his years publicity.
 Advertising is not a ''hokus- pokus' mysterious something that gets the "getum -gotum'' on the buyer and emp ties his pocketbook.
 It is nothing more or less than per sistent solicitation on paper, gotten up in an interesting, concise, and attrac- tive manner.
 Advertising does not cause a wild pandemonium amongst buyers unless the article or articles smack of some thing startling.
 When you install a new salesman, you know better than to expect that your store will be thrOnged the next day. You wait for people to find out that you have a neat, attractive, and expert new salesman. And it takes time for your new salesman to gain the confidence of your regular custo- mers. At first the purchaser would rather have some one they know wait on them.
 The same order of things holds true in advertising You have got to wait a time for your ad to attract atten- tion, for it to take hold, for it to win
 
 to make comparisons with his favorite ad that he or she has been watching heretofore. After once your ad is weighed and found true, then your copy will pull, and will help you sell your goods. will educate your trade, and help the task of the man behind the counter.
 Advertising is nothing more or less than salesmanship placed in a news paper, for the purpose of reaching one thousand people with your story, while your salesman in the store is telling the same thing to one person. News paper advertising is only another one of the twentieth century hurry-up ways of bridging the breach between the merchant and the buyer; one of the OutcOmes of congested business methods.
 If it is attractive, alive, and inter- esting salesmanship, it is bound to take very soon, and though you may not be able to notice the difference to a marked extent at first. yet at the end of the year, when everything is taken into consideration. persistent advertis- ing will show an increase in the profits for the year. Everything else, of course, taken into account.
 When do you need advertising the most? When do you need the ser vices of your best salesman the most? During the busy season, or in the dull season? When is it the hardest to sell merchandise-when every one has the money to spend and wants to spend it, or when the pocketbOok is double lashed?
 When. then. is advertising the most needed? If it is needed in the busy season. which every merchant who is alive will admit, why isn't it doubly needed in the days of dullness? Why not apply the same principles to ad- vertising that you do to salesmanship in the store? Forget what the other fellow is doing. and what he thinks doesn't pay. and make a step for your self. The first man who advertised in a newspaper. in the department store way of today. was thought to be on the Cuick road to the insane asy- lum. Yet, today, what is thought of Here was a man who applied simply the common laws to his business, and everyday rules to his advertising. and without an excep- tion is considered the longest headed advertiser the country ever knew. And you alwa--s found John a man by himself. out in the field of endeavOr trying to get in ahead of the other fellow with his own idea. He -asn't afraid to do his own. To be his own dictator He was the first man who believed that it would l pay to advertise in the dull season, as well as in the busy, and he gloriously 1 proved his point.
 Why not advertise in the dull sea- son? Isn't there any one here to buy? | Then why keep the store open? Why l not close it tight? As long as there | Is a nickel to spend, it pays to adver- l .ise, not necessarily to make a profit | )n the particular nickel's worth of l .rade, but to make the trade at your store, to form the habit of trading at ] TOUT place of business. so that when | he busy season does whirI around | gain. you will have another steady | ne to bank on for your sales.