La Junta tribune., 1911-11-04
PRIMER LESSON IN ADVERTISING

Probably no other subject today has
been NJ thoroughly discussed rs ad-
ycrtisinx. II ix at the pr.xctt one
OF the foremost factors In our CON-
mercial life. Wherever you SO.
through the length and br, aGth Of
this land. you viii SEE AN "ad" OF
some sort Wherever business Is
conducted. and especially where there
il competition. advertising comes NJ
a natural sequence. As competition
Is the life OF trade. so IL advertising
business ~hat the hear, i TO the
human form divine. II raus the
red blood Of prosperity TO flow
through the veins %! all business en-
,erprlses.
Advertising Is much abused. Some
say /, does not pay 10 advertise. but
every man who says that. allows his
tongue TO run away with his grey
matter. II advertising does not ray.
~tf ~ ~ AhsAA NhNh 'hSA HIaiaN ~
expended every year In This particu-
lar ncld7 Possibly for sWee, chari.
~. AZ most firms ar. IN busi,ess
for purely phllaathropic purposes
They Ike to see their names In print
50 well that they spend thousands Of
dollars a year to crafty that desire
SO II II not much wonder that one
feels inclined TO think there is a
lack OF thought and reasoning power
In the mans head who says Il; does
not pay To advertise - 'The fool In
his heart says there IL no God. "
The merchant who says advertising
does not pay. IN like unto him spok
On Of In the Bible II. do not use
his eyes to see that which j. before
his own nose.
\ few merchants seem TO be
possessed OF the notion that they
can insert an ad In a newspaper and
get immediate and lasting returns
from IT. That Is mistaken idea.
Advertising pulls. II does not jerk.
and TO get results you mus, keep ey-
criastingly at it. No man ever dug a
well and got water. who dug a little
once in awhile. or for two or three
days and then laid off for six months.
BY tina, time he has educated him.
self TO believe that there never was
any water In that particular spot any
how So /, Is with the spasmodis
advertiser. He stops beforc be gets
started The man who has his wish
bone wher. his back bone ough, TO
be. Is the man sho advertise like
mos, gasoline engines run-like the
devil for a few minutes and then
quits. Tn" advertiser who ady.r.
tlses by jerks. needs little nerve
producer. otherwise h. might as well
throw his money mt III. lAris. for
h. viii not obtain any lasting r..
suits
Then. by the way. there is the
man who never has time 30 change
his adv-,oo busy He does not stop
to think tina, his ad In the local
paper Is his best salesman How long
would this merchsn, keep In his en-
ploy a man who had the same thing
to say to every customer who came
into the stor.g He would say that
that clerk lacks originality and
brains People viii tire Of hearing
the same thing all the time. The
same applies To that merchant who
never changes his ady-lt gets to be
a chestnut People e,t tIred and
dead sick and weary of seeing IL The
adv loses It's forces Il is like tomb
stone 10 newspapcf and It, read
ers-marks the resting place Of
wha, used to be "liyr one" Pros
pectiye customers say. That same
thing has been In the paper for two
months. IN bet he never buys any
new goods either
Then. there ia the merchant who.
at the last minute. changes his adv.
He dashes over TO his roll wrapping
paper. tears off chunk nineteen or
twenty inches Wide ard ten feet
long Then he secures the hardest
lead pencil he can find and starts In.
lie never makes paragraph. and
Surh a thing A. a p.flpI could not b.,
found with microscopes. Display
lines are supposed to be- found mixed
up In the ad, some place. As the
printer Is supposed TO be handy with
a pick and Is never busy" he eau
pick them out This is the duck
who Is always fault finder. and
the adv never suits him. OF cours.
n printer Ia mind reader and a