The evening times. [volume] (Grand Forks, N.D.) 1906-1914, 1912-04-02

selling suits for :12.5o," he continued.
ed" Turning on his heel, he fed from
the office. firmly believing that he had
cast his $40 to the winds. The next
day he scanned the pages of h Sun.
DAY paper. and was considerably crest
fallen when he saw the space allotted
his advertisement. He had expected
to see his name spread over at least
one page.
On tho Right Road.
Tailorwise he was seated on his
bench the next Monday, idle. blu hope.
lul. Ills ldleness was not OF long du-
ration, for within a short time custo-
mcrs came. AT the close of that week
he books showed thirty orders that he
had taken-and they were still COM
ing. He employed two tailors. but
found that he couldn't keep abreast
of his growing business. And this was
all during the panic, when men walk
ed the streets searching for work and
the cobwebs grew on the entrance
doors of other merchant shops.
Il was afraid of my success" re-
latcs Mr.. Horn. II imagined that it
would disappear as magically as it had
appeared. l hesitated to take Il larg-
or store or employ more tailors. All
my friends were failing in business,
and this helped to deter me from be-
ing progressive"
Not a great time after NJ. Horn
had inserted his first advertisement
An energetic young man entered his
shop and requested a few moments
Of his time to talk business. The
young man with the energ was a
solicitor from 4 newspaper, n he
advised Mr.. Horn to start a consistent
advertising campaign.
But how can II" argued Mr.. Horn.
My tailors now have SC much to do
that they are on the point of rebell-
ing. If 1t was not for h sight of
the hundreds of idle men my workers
would have walked out long before
this"
Why don't you move in to larger
quarters. hire SoIne of the idle men.
and build up II business that will
bring credit to your namc?" argued
the solicitor.
Larger Quarters.
That night Mr.. Horn and his wife
held a conference, and he laid before
her the arrangements of tho advertise
ing man. Mrs. Horn listened with
eaEerness to her husbands recital.
They both agreed that growth never
comes to those who hesitate. and they
decided to accept the advice of the
newspaper solicitor.
The next day MIR. Horn went direct
to the Office Of a newspaper, sought
out the young solicitor, and told him
he was ready to fire away. From
that day on his business grew with
the rapidity of n mushroom. Stores
were rented, and then abandoned for
lack of space. During this period of
prosperity. however. Mr.. Horn never
advertised n fact that he didn't back
up with the goods. He purchased
in large quantities, in order to obtain
choice cloths at reasonable prices,
and he gave his customers the benefit
of this saving. In advertising he
did in the building of his business.
If one advertisement failed to bring
results he didn't raise the flag of truce
and surrender, but kept firing away,
always keeping his name before the
public. and satisfying each purchaser
as he came.
Thousands of dollars Mr.. Horn has
spent in advertising, hut in return he
has received a volume of business
that has tripled his expenditures
many times over. One of Mr.. Horns
business aXioms is to set aside each
year q certain percentage of the prof
its TO advertising. for q firms adver.
tisen,ents reflect their prosperity. If
a merchant is just making both ends
meet he neSltateS TO aQNeftlSe, he
lacks the courage to take the initial
step. On the other hand. the pros
porous business man knows wherein
his success lies. and. accordingly, is
not fearful of eXpending a percentage
of his profits.
To start an advertising campaign
and then to quit is likened by Mr..
Horn to the old man who slew his
goose to discover the origin of the
golden egg.
Present Business.
Today. on Secvnth street, bounded
by F. and G. streets, stands a monu-
ment to the business ability and sa-
gacity of Nathan Horn. 1t is his new
store, which he occupied for the first
time several months ago. In point
of size it is the largest tailoring es-
t%ablishment in the district. 1t is the
last word in point Of accommodations
and artistic effects. Today fifty tail
OTIS are employed by MI. Horn. four
statesmen are kept ever busy attend
ing to his customers, and an army of
cutters and designers are ever alert
f%ashioning cloths along models of the
latest styles.
"All Of my success 1 attribute to
the advertising columns of the press"
spoke Mr.. Horn yesterday. Had I
lacked the courage to accept the adj
vice of my cousin in Chicago / today
would be behind a counter or bending
over a heated goose"