The Salt Lake tribune. [volume] (Salt Lake City, Utah) 1890-current, 1911-02-19

an illustration showing some beautiful
| landscape or flowing stream. calculated
To make a prospective traveller HE him
self to a nearby store where cameras
are sold
Gustave Lebon. the great French
student, says: Affirmation pure and
simple, separate from all argument and
OF proof. is one of the surest means OF
making an idea penetrate into the minds
of the masses" He goes further and
states: "'rhe more concise the affirma-
ton, the ireer II is from all appearance
of proof and demonstrating, the greater
its authority"
will sell $50 200. 900 glasses of that bcv-
erage in 1911. This business has been
created during The comparatively short
years through the force and power OF
advertising,
The Local Field
But you say That's a national prop
osition. with the world as its field.
What we are most concerned about is
| how can we build up a local business
through the. medium of advertising or
the force of publicity.
Let's sec! | will affirm there is no
deserving business that cannot be made
success through the combination of in
telliSent merchandising, courteous serv-
ice and efficient advertising. But we
please who look upon advertising as an
expense. to be avoided as much as pos
sibie. | grant you that much of it is
| was talking to a merchant in
southern city some weeks ago. who was
far from being convinced that sdvcr-
tising was a profitable thing for him in
a community where he was known TO
almost every man, woman and child. He
told me that for several years he had
been spending one per cent Of the gross
amount OF his business in advertising,
and without returns. / inquired into
how he was spending this amount,
First. he called my attention to his
advertisement in the local paper and.
like the man Walt Mason tells us about.
he had moi changed his copy in seven
years / felt like saying TO him, wake
up. mani: but TO have made fun OF
him would have been fatal. We went
farther. Two-fifths of his advertising
appropriation went into programmes of
church fairs. local athletic events, can
tatas given for the benefit OF the in
dlgent cats. etc. He even bought space
on the curtain of the town hall that was
only unrolled three times a year. Vast
| ing his advertising money and declar
Ing that IL did not pay him. simply be-
cause lie did not have backbone enough
| to say no to the mild but varied forms
| OF blackmail that were levied upon him
in the name of christianity or charity
Good Investment.
| Advertising. when properly done, is
not an expense but sood investment.
| IL is more permanent and enduring than
| any building or factory equipment. 1t
brings immediate and ample returns on
| fund
Manufacturers charge Oft each year a
certain amount for depreciation. The
factory machinery of few years ago is
| today probably nothing moro than junk
| from the standpoint OF selling worth.
But your advertising that was done last
| year and the year before or five years
| ago, II properly done. IS today bringing
| returns even greater in proportion than
! 1T did at that time. II is not depreci-
atable; on the contrary, its value Is
| cumulative.
| If you doubt the investment quality of
advertising answer these questions;
Value of Words.
What would YOU give for the use OF
| the word Winchester" as applied 10
gun? The newspaper, reporter In writing
about local disturbance will say "A
Gordon of police was hurried TO the scene.
armed with Winchesters." and there IS
nothing In that word that would suggest
| a gun were 1t not for the fact that mill
lions have been expended in newspapers
and magazines TO make the word syn
| onynous with "Iirearms.'
Again. let us take the word Royal" a
word that Is in every ch!Ids primer and
In every dictionary. But who of YOU
! that has not already thought baking
| powder? 1 am told that the name of
was recently sold for sl2. 900 900 And l
| might go on citing pertinent examples OF
| this kind indefinitely.
You may boast OF bank stocks or of
| investment securities. but there Is no Sc
| curity profitable or enduring as good
advertising, plus good merchandising.
Advertising. besides being an invest
ment. is also the very best form OF in
| surance. IL insures today that you will
be in business tomorrow; the day after
| and the days To come. IL insures against
| unfair competition. What insurance for
instance. has the manufacturer OF a non
advertised article. who has obtained "a
| large trade through the influence OF a
popular salesman. that the salesman will
not be induced to go TO his competitor
and thus swing this business that
| amounted to thousands into another
channel? Whereas the force OF publicity
plain. sane, honest belicvable advertising
purchases insurance that no salesman's
popularity can take away from the goods
so advertised
But do not expect or require too much
/ OF advertising While It should be domi-
nant. IL must not be arrogant. and there