The Hattiesburg news. (Hattiesburg, Miss.) 1908-1917, 1911-07-10
THE HATTIESBURG NEWS

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call still continues, although there are
no more copies to be had.
1t wasn't alone the dentists who
read the article, but almost every one
who believes in the newly evolved and
evolving science of advertising.
He who imagines that modern ad-
vertising is the exploitation of the
public is bicuspidati diplodocus, and
would do well to come out of his coma
tose state and currycomb his convolu-
tions.
Advertising is the education of the
public as to who you are, where you
are, and what you have to offer in way
of skill, talent or commodity.
Life now is human services. To de-
ceive is to beckon for the commission
er in bankruptcy. Nothing goes but
truth. We know this-because for
over two thousand years we have been
trying everything else.
memorizing things read in books and
things told by college professors, who
got their education mostly by memoriz-
ing things read in books and told by
college professors.
II is easier to be taught than to at
tain.
1t is easier to accept than to investi-
gate.
Yet we are all heirs to peculiar,
unique and individual talents, and a
few men are not content to follow.
These have usually been killed-and
suddenly.
Now, our cry is, make room for in
dividuality!"
Yet your ethical dentist, or doctor
harks back to day that is dead and
cries anathema at the man who In
fuses a little of his own God-given in
dividuality into his business. Some
men are only at their best when amid
the buzz of industry and surrounded
by group of congenial souls
Let the truth be known about you
business.
The only man who should not ad
vertise is the one who has nothing T.
offer in way of service, or one whit
cannot make good.
All such should seek the friendl.
shelter of Oblivion, where dwell thos
who, shrouded in Stygian shades fore
gather gloom, and are out of the game
Not to advertise is to be nominate
for membership In the Down-and-Ou
club.
; The Adscripts and the Adcrafts ar
opposition societies to the Mumm
Trust, symbolized by the PHILADELPHIA
club-that hoary, senile and babblin
bunch of barnacles who, having los
their capacity to sin, alternately bla
I of virtue and boast of the days thu
are gone.
About the best that we can say
the days that are gone is that they al
gone.
! The Adscripts and the Adcrafts loo
/ to the east. They worship the risir
} sun. The oleo of authority does nj
+ much interest them. They want II
kosmic kerosene that supplies IL
caloric.
A good Adscript is never either
!, philophraster nor a theologaster-f
q is a pragmatist. He seeks the goc
/. for himself, for his clients and for II
, whole human race.
The idea of the ethical dentist
G who refrains from advertising, WI
: originally founded on the propositic
A derived from the medicos that adve
). Using was fakery. This view once hs
s a certain basis in fact, when the on
people who advertised were transient
r The merchant who lived in town a
o sumed that every one knew where
t was and what he had to offer. TT
A doctor the same.
t This no longer applies. We are II
r ing so fast and inventing so fast ar
4 chaging so fast, and there are so mar
t Of us, that he who does not adverti'
is left to the spiders, the cockroach'
and the microbes. The fact that VI
have all the business you can we
;, manage is no excuse now for not a
a vertising.
To stand still is to retreat. To VIC
= ship the god Terminus is to have Il
Goths and Vandals that skirt the be
II ders of every successful venture pie
up your terminii and carry them
: land, long miles. between the settir
of the sun and his rising To hold Il