The Hartford republican. (Hartford, Ky.) 18??-1926, 1911-09-01
Business Building
By DUNDAS HENDERSON
Advertising Manager Of the C. e. zmrs-an Co., chicago


sat down % lee. for few more days,
lt-l.. !. rs to attend 10
th.ml knew how long
your would last under such
conditsN.s. u is the some with
newspaper advertising. Publicity in
your newspaper in simply salesmankhip
on paper, and the same rules apply TO
it as apply to salesmanshw In your
store. Continuous effort anil eternal
polishing up of ideas and methods are
necessary to make SUCCESS either as
personal salesman in your store
or as a salesman in your newspaper.
You advertise to sell your goods
and Keep your name in frcait of the
people. 1t is only reasonable to sup
pose that you will be better able to
do this with persistent effort
than with spasmodic attempts. If
you WIRE to ELL a man or woman daily
about the quality and prices of your
wares you would produce moro effect
than if you were to talk to him or
her at certain intervals.
The question of changing tina sales
manship or copy" in your advertis-
ing space is an important one. 1t
acts this way: Suppose You had a
pile of some special goods for sole.
Suppose you were determined TO sell
some of those goods to SOME paitdcu-
lar customer. After you had asked
that customer to buy those goods would
you, the next time you approach her,
use exactly the same language and
arguments? You know you would
not. You would hunt up rpw ideas
to attract her attention, new ways
of convincing her and ndw methods
to get her to buy. You must apply
the same principles to your adve'tis-
ing. You must he continually hunt,
ing UP ideas, new arguments and
new ways of attracting and holding
attention. Craftsmanship in newspaper
space is just the sam as salesman
ship behind your counter.
The trouble the ordinary storekaep-
err is up against is securing this sales
manship on paper | have outlined.
He can purchase advertising space
readily enough and so long as he buy
enough space for long enough period
to make a successful display he has
done all that the successful merchant
can do i'm that respect. But when
it comes to filling the space the ques-
ton assumes a different shape.
Advertisement constructing is a
profession like medicine or law. Whe'
you are sick you go TO physician
When your business wants tonhne
up, why should you not go to a bus
Iiness doctor?-an advertising exrlert
Theme are ON the market number cd
what are called Syndicate AdTertis-
ing Services. These can be obtained !
for as low ais one dollar per week
They give you precisely the same
service as is given to department
stores and national advertisers by
first class individual advertising man
ayers. Thsse services are usually sup
piled in a series of fifty-two adyer
tistments, one for each week in thi
: year, tog ther with fifty two copper
late cuts of high grade illustration
drawn by high salaried artists. TIL
advertisements are constructed By
: writer's of national reputation
and with great experience, men wh'
have made success for thousands o
other retailers in he nme position
as yourself. The low price charge'
for these advertisements is onl,
made possible because OF thousand
/. of the same advertisements that ar
sold to different merchants Through
out the country. One only merchan
in each town is allowed to use tn
service for his own trade.
Particulars OF the best OF thes
syndicated advertising services ma.
be had from the editor OF this jour
nal, and i earnestly advise you, q
an up-to-date merchant, to get thbsn
at once. "The early bird catche
the worm Is true saying ard 1t !
nowhere batter exemplified than i
this case; the retailer who uses
service OF this kind here now Wi
start himself on nsar cut TO indie
pendence and fortune.