Bisbee daily review., 1910-09-06
Simple Truths about Advertising
Commercial BuIletin.)

There are some principies oi ao- ,.r,ising which are so simple. so ancient so generally accepted and so trite. that it seems almost waste of space to go over thein- bu, there are So many merchants wno f.l in realize the uses of good ad- yertising. that one IS nstlfiea at times in going back to the primer stage of publicity education. Here for instance. is one of the most Ire ouent remarks one hears from the grocer in the small city;
 aU-hats the use of my advertls- ipgg Every man, woman and child i'm t,s city knows where l an TO- csted, and they are not going to come and buy groceries from me Just because i stick my name in the pa per"
 Just evactly that, and nothihs more This is right, as far as IL eoes but it goes only a very short distance. If you just stick your name in the paper, and tell now good your stock stock is and how low your prices are, nobody Is go- ing to take that as a reason Tor doing business with you. And also. i. may be true that every person in the city knows the location Of your store. and that's just the trou- ble. They take you fer granted. They look upon you about the same as they do the city hall and taxes just another necessary evil. But suppose you jolt yourself out of the r,it. write a live ad., throw a little energy into the copy, and let the people know. not merely that you are al certain location but that YOU are alive. Show them that your interests are their interests. Invite them to go into partnership with you on profit-sharing deal in groceries. Get into the game. Disseminate a few volts of thought electricity into the community. That's what advertising is for. The trouble with the average small city is that everyone is in danger of getting into the ruts, and that's why many of them are doing business on small scaie in a small town. while men with no more brains but with more activity, are piiing up fortunes in the cities. It's like the story of the theatrical advance agent who visited a small town He got into an argu- ment with one of the villagers. and the latter sneered at him:
 Huh. You look likc r'J Jew to me. You won't do much business here. There ain't no Jews in this village" That's the reason it's villiee, retorted the advance man.
 Use big city methods iD 'hc small city and the public will respond. If you do not feel equal to an adver- Using campaign of your deyising, try someone else's ideas but the failure of the average grocer in the small town to advertise is pretty sure sign that his business rever will grow beyond its present pro portions, and the chances are ten 10 one that it will shrink
 And right here is where the grocer ID the small city has an advantage over a grocer with a business of about the same proportions in large city. The small man can advertise in one paper, or two at the outside and reach everyboy. And the size of the city will enable him to do busi ness with everyone in that city with one or two delivery wagons. But his contemporary in the large city would have to spend small fortune to reach the public. on account oi x.S, and har he would be restricted to doing bus mess with about one-tenth or less of the people who were reached by his ads. That is the reason the small stores are so small and the big ones so big in the larger cities. The best the small man can expect is g good share of the neighborhood bus mess in his immediate vicinity. The big stores can, and do advertise eS tensively. the telephone is handy and the woman who lives next dooI to the grocery in the suburbs il just as likely as not to buy he supplies over the phone from tn man who advertises, a form of com petition which the small Elan Ina great difficulty in meeting.
 But to return to the smaller city
 it is not necessary, nor even advis
 abe to run ads. ali the time
 you do your ads. are in danger (
 becoming just like your store-som
 regular feature of the life of th
 community which is taken for gran
 ed. An ad half a column dee