The Hartford republican. (Hartford, Ky.) 18??-1926, 1910-11-11
ADVERTISEMENT IS
GOOD INVESTMENT
Money Spent by Merchants
for Publicity.
Is Not Thrown Away and is Sur
to be the Life Of Any
Business.

1nere is not a better investment
for business man than money put
into publicity-in gelling the peopl4
what you have to offor them. Thai
Old idea so prevalent among merchants
that everybody knows me and will
trade with me if chey want to-" is
no good in these modern times. To
be sure they may know OF you, but
htey will not knew what you have for
sale.
Then the question naturally aris-
es, whore am / going 10 got the
BEST return from my money spent in
but you should find which is the
best for your line Of business.
take Hhe position that the newspaper
is the best medium to reach pros
pective purchasers and the buying pub
lie in general. But now some
merchants will say thaq they don't
believe that these is anything in hav-
ing an ad. in The local papers. Some
merchants mover get any returns
from their newspaper advertising
simply because they do not un leI-
stand how 10 apply 1T. In some t. WINS
the merchants seem to think that
money spent with dhe newspaper
man is just a donation and do not
figure that il costs Something to
run the paper. This is generally the
kind of man can't make his advertis-
ing pay in the newspaper-or any
where else. = He imagines he is just
giving his money away and that is
all there is to it.
But take it on the other hand,
Mr.. Jones, the clohtier across the
street, advertises all the time and
makes it pay. Why does he? Be
cause he puts thought into his ad-
ver-tising. He is not afraid 10 in
vesE in little space with his town
paper. He tells his customers that
he is having a cut price sale and
they come to his store and find shat
it is true. They have confidence
in him and he knows it. He runs
his ads in the local paper all the
year around each week telling them
what he has 10 offer, or maybe just
a friendly talk.
Some merchants think that adver-
Using space is only valuable when
they are having a special sale; but
this is mistake. People GET in
the habit OF reading your ads. from
week to week, and they look for
them the first thing when they get
their papers. But | wish to say here
that advertising Of any kind Will
not In the long run pay the mer-
chant who does not live up TO his
statements. He must have a legiti-
mate business, and conduct it upon
business principles to make his adj
vgtising profitable. Advertising is
the lifeN-of any business when IL is
done right; in fact, 1t is necessary
TO adver Use these modern times If
you want 10 stay in business, for
the merchant who does not advertise
is a back number and continual
loser of business which his competi-
tor is getting.
There are many men who have
made their fortune by the right use
of advertising in connection with
their business. II is true some NOR
chants do not know how to use it
properly, but because OF this they
should not say that it does not pay.
Take the business man who looks
upon his advertising as part OF his
capital; he is not afraid TO use
plenty of it, and he is selling more
goods and making as large a profit
as his advertising competitor.
He takes as much care Of his adver-
Using as he does his bank account,
and he is the man who does not
knock his home paper, but helps Il,
for he knows that the right kind OF
advertising does pay.-By Fred f..
Flat. City Editor West Liberty Ia,
Index.
Children cry