Greene County herald. (Leakesville, Miss.) 1898-current, 1910-11-25

Advertising is business insurance,
whether it is done by the manufac-
turer of an article or commodity, or
whether done by the retailer. 1t is
the oil that keeps the business ma
chinery going, and without which the
business might run hot" and stop al
together.
For the manufacturer, advertising
is of the utmost importance. Whether
he makes tables or automobiles, foods
or farm machinery, he can insure a
safe and steady output of his factory
by adopting trademark for his prod
uct, and advertising that trademark
and what it stands for An example
of this is "Uneeda" biscuit, an article
which retails for cents package,
and on which its owners spend over
one million dollars a year for adver-
Using. Although in every city of any
size in the country there are located
flourishing independent cracker fac
tories, all doing business, yet they do
not interfere with the steady increase
In the volume of business of the Ma
tional Biscuit company. Why? Be-
cause the name "Uneeda" has become
a household word by advertising, and
their advertising has greatly increased
the consumption of package crackers.
Only few years ago everybody
bought their crackers in bulk by the
pound at the stores. Today the pack
age cracker has practically put the
bulk goods out of business. This
would not have been possible had the
bulk goods been advertised properly
and place created in the minds of
the people for bulk crackers with
reasons Why copy.
For the retail merchant, in any or
every line, advertising is business in
surance against stronger and bigger
competitors. 1t is a well-known fact
that competitors seek fields where
those already established in their line
are not wide awake" or in other
words, are not big advertisers. In
seeking a location they will not take
up field where the established
houses in their line are good adver-
tisers and keep up to date stores and
merchandise. There are of course
here and there merchants who have
made a success of their business with
out advertising, just the same as there
are people who fall in the river and
do not get drowned. But, the great ma
Jority of those who do fall in never
come up. And sometimes it is the eX.
pert swimmer who gets cramps" and
never shows up again. So it is with
the expert "know-it-all" merchant
He occasionally gets pinched. 1t is
amusing to hear the small merchant
say that advertising doesn't pay. He's
tried it. When big stores in the big
cities, practically without exception
anywhere, spend from 8 to 6 per cent
of their gross receipts in advertising
and sell more goods in a day than
the small merchant does in a year
'his small merchant stands up and
says it doesn't pay. Big merchants
should be given credit for knowing
something about business and being
smart enough not to spend the enor
nous sums they do If the investment
in advertising space was not a profit
able one.
There are many kinds of adver
Using, just as there are many kinds
OF men who use it. Newspapers
street cars, billboards, magazines
farm papers, ETC., are some of the
leading mediums for advertising. Oh
all of these, the daily newspaper
stands out way in front as the best
and most effective. Why? Because il
goes every day into the homes of PEG
pie who want it, pay for it, read il
and believe in 1t. What the rc-~-'a
per says carries weight Therefore
its advertising carries conviction tt
the reader. The magazines use news
paper space when they want quick re
suits, when they want to get to the
people quickly. So should every man
merchant or manufacturer, use the
newspapers first and foremost tc
reach the people quickly and at frs
hand. Other mediums can come later
and when he has more money t.
spend. But his big appropriation
should be used in newspapers. Ad
vertising in newspapers as compared
to any other medium is like comparing
mixed candy at 10 cents per pound
with the best make at 81 per pound
No one would think of eating the
cheap kind if the other was available
Advertising is business insurance
and an investment which pays bis
dividends in accordance with the way
In which you take care of your invest