The Bemidji daily pioneer. [volume] (Bemidji, Minn.) 1904-1971, 1910-01-04
MIR. MERCHANT, DOSEN'T 1T
PAY TO USE PRINTERS INK
Live Discussion of Advertising and Publicity Propositions.
The World Belongs to the Man Who
Wants 1t and Who Hustles

odlQ the gentleman IN question,
I am so we'll advertised I do not
need to do any more of it. Every
body knows about me-"
Now, I am naturally of a very
serious turn of mind, so I did not
laugh when he made this remark. I
only looked solemn and turned the
conversation into political channels.
Suddenly I asked him to give me the
name of the man who was Mr..
Bryan's running mate in 1896 and
for the life of him he could not do
it.
Still maintaining that seriousness
which has oftcn caused people to
mistake me for a superintendent of
a morgue, I said, He was one of the
best advertised men in the country
but few years ago and yet you can
not even recall his name"
For moment he looked at me
with sad, sweet smile and then
asked how much it would cost for a
column space on a fve-year contract,
all cash in advance. He is still ad-
vertising.
The business which abides is the
business that constantly makes itself
known and felt. You can put it
down as an established fact that as
soon as you begin to let the public
alone, it will promptly let you alone,
as far as buying your goods is con-
cerned. -..-
But now I hear someone say, 1T
is not in keeping with some talks I
I have heard which claimed adver-
Using was cumulative in its effect"
just so. =.
Advertising is cumulative.
+ So are bricks.
When, however, you stop putting
bricks in the wall they cease to
accumulate. -
Same way with ads. -...
The dear public concerns itself
about US just in proportion as we
compel it to.
Trying to build up a business
which will abide and keep on abid-
ing without advertising is very much
like a married man trying to have
his own way-just a sheer waste of
energy.
The man who builds up the
business which abides will find it
necessary not only to advertise all
the time but to advertise right.
Pooling away good money in ad-
vertising is a easy as falling in
love-" ..
What catches many a man is the
so.called low rates of some papers
which have absolutely nothing else
to offer as an indueement-no
prestige, no circulation, no nothing
just low rates.
If the advertiser has paid his low
rate and got nothing, he finds that
he's been "Stung" and that his low
rate was high. In fact he paid
about 100 per cent more than the
advertising was worth.
Itwould seem that the sensible
thing to do would be to give these
questionable publications the go-by.
The wisest thing to do is to perman-
emily identify yourself with the pub.
LEGATION, whose ability to get bust
ness can be easily ascertained by
making inquiries of advertisers who
use their columns.
Right here I want to say a few
things in reference to this paper. I
make this statement now so you can
skip it if you feel disposed.
Nothing I could ever say about its
ability to get business for the adver.
tiser would be half so eloquent as
the advertisements placed therein.
They may not speak volumns;"
they speak columns" and any
ordinary business sense knows that
if this paper was not a business
getter it would not get the large,
amount of advertising it does.
If you want to be strictly in it,
beloved, why not 60 along with the
paper that gets there:
Now just word about resolu-
tons.
It is said, you know, that the
Continued on PAGE 81
+ f ia