Polk County observer. (Monmouth, Polk County, Or.) 1888-1927, 1910-07-19
ADVERTISING IN SUMMER.

This is the time Of year when many
advertisers cut down their appropria-
tion because everybody is out OF
town" OF course, everybody" is not
out of town, and at least one adver-
tising agent has prepared a vigorous
and effective argument to show the
general advertiser the absurdlty of
/ this sort OF saving"
In a little booklet. entitled THE Dull
Season" Frederick II. Siegfried, an ad-
vertlsing expert, points out that. con-
trary to the general impression, ad-
vertlslng really increases because busl-
ness is dun, and he shows that the 80
called duh season" is "A commercial
mania, practically unnecessary in
three-fourths of the business houses IL
affects
To stop advertising in warm weather
IL to cut the life line OF business in
dustry, says Mr. Slegfrled, and the ad-
vertiser who quits" forgets that peo-
pie read when they are away from
home and that printers ink is about
as cool a recreation an any when the
thermometer goes up.
But let us deny that people read
as much when they leave town and let
us say that tennis is cooler than print.
for even these concessions cannot dis
establish our contentious" he contin-
ues 80 we viii grant that people
read less in July and August But they
do not cease altogether, do they2 And
have you ever stopped TO consider. not
how many people 20 away. but how
many millions remain at home?
And is Il the tens OF thousands an
advertiser wants TO reach or the mill
lions? And, even II it is the tens Of
thousands, think you they have pad
ded their bank accounts by taking two
months vacation every year? And. I
still referring 10 those exclusive tens 1
OF thousands. do they all go away and I
return at the same timeg DO the dry
goods stores close shop in August2 .
Does the Stock Exchange shut down
in July? Do the roof gardens lose
money In August7
Yet some OF US cease advertising In
July and August and call IL economy
am speaking generally. OF course.
wants fur coats in July or
Noolen underwear IN August Nay.
ct US agree that nobody may want
much Of anything In July and August
lut what a notion that demand ever
eases or even sufficiently 20 Justify
he average advertiser In quitting for
month or two at a stretch
Does a teamster turn his horses 20
'rass when he comes to a hnl9 Does
le not walk his horses uphnl slowIyg
ihould the advertiser quit the fight In
uly and August. or should he not con-
inue 90 DO a little desultory nring1
"Besldes. 20 quit ls Co break up that f,
effect which is a primary
nducement To advertise. Il Is gap ,
b the firing line. a cessation of the
entle rain of argument. a break IN the ,
melody 81 persuasion. a missing link.
dropped stitch. a lost chapter. a Sa-
ara % silence because u is hot. an
bituary where little nursing would
ave pulled the patient through. q
reak % two small months in the ufe
me of publicity, a cutting On of the !,
mes of Communication. a premature :
rop Of the curtain while the play = !,
n. trining with that eternal truth
hat advertising g. reiteratIon cverlast-
lE. world without end,
by an means u a business e.
usiness % seasons. Be 80 governed. 4
et up little. walk your horses But
n advertiser should continue 70 feed
~ few agate lines OF - and not be 4
Inundated into silence by an unre- r
ntiug weather bureau. People FORGET q
July and August much more easily y
ian they DO In December. for IN :
ance. which u one more % a hun =