Americus times-recorder. [volume] (Americus, Ga.) 1891-current, 1912-04-17
AFTER MANY YEARS
Never Can Tell When Advertising
Brings Results.

The man is not a crouch; fal
from it.
He is successful merchant or
Canal street. He pays his bills, and
does the right thing in other than f.
nancial matters.
But he does not know much about
advertising. He advertises in nearly
all the cheap lodges that are pre-
sented to him. With him advertising
is an expense, and not an invest
ment.
If he should, some day when he
gets little more money, ever go back
to the soil, 1t Is doubtful If he
wouldn't kick on planting any seeds
that would not come up the very
next day and bring a large profit
When solicitor for the Fair
Book" went to him to talk about the
advantages to be derived from bring
ing several hundred thousand dollars
to the city during fair week, he looked
thoughtful for a moment and then said
he would think it over
| Nothing would change that attitude
| He wanted to think it over. The mis-
sionary for the fair went away and
returned the next day, hoping that the
merchants thoughts had been steered
in the right direction.
Nothing doing" said the mer-
chant, when the hopeful solicitor
showed his nose in the doorway. 81
have been looking over my books, and
l fail to see where the Fair does me
| any good. My sales are never larger
that week than at any other time in
the fall"
Well" observed the solicitor, you
can't expect every man who brings
money here during fair week to walk
straight to your store with it and
shove 1t under the door if you chance
to be out You've got to wait for
some man who wants something in
your line to get hold of this new
money and bring It to you"
Nothing doing" insisted the mer-
chant.
Now, the solicitor was prepared to
demonstrate-with fountain pen and
a pad of copy paper-that certain
per cent of all the actual currency
handled in his city is every year in
vested in the sort Of goods this mer-
chant exposed for sale. Have you
ever figured that out?
But that merchant would not listen.
He would not even give the solicitor
a couple Of hours in which to make
himself understood on the law of aver
ages If the money that came to town
in the pockets of Fair visitors during
the Fair didn't reach him the first day
The visitors struck the city, that set
tied it.
He was willing to admit that the
Fair would be likely to bring heap
of money to the city, but he expressed
the further conviction that If his fell
low merchants got hold of it first that
would be the end of it for him. He
knew he had to pass his own cash
receipts out to Tom, Dick, Harry and
the good Lord only knows who else,
but he seemed to think that his con-
temporaries kept theirs.
Well, while the merchant and the
solicitor argued over the matter I'm
Gle Ike came into the store and sat
down by the radiator near the desk.
| Uncle Ike Is favored character there.
He sat listening to the war Of words
for a time, and then hunched closer
to the speakers.
Nothing doing" he heard the mer-
| chant saying What I wouldn't get
during the Fair wouldn't get at all"
That's funny. too" said Uncle Ike.
whats funny" demanded the
merchant
Uncle Ike grinned at the Fair man.
Ever hear about Aunt Sarahs new
silk dress?" he asked, pretending to
| ignore the merchant, but, all the same,
| watching him out of the corner Of a
shrewd eye. ut was funny about the
new silk dress"
Come on, Uncle Ike" the merchant
said. you've got a story secreted
about your person somewhere. Out
with it,"
The merchant wasn't overly anx-
ious to hear the story just then. but
he was anxious to have the stream OF
eloquence pouring out of the solicitor
shut off. Even the stories of a lazy
! old man were preferable to the long
winded arguments of the Fair book
man.
Aunt Sarah would go to the
| Worlds Fair" Uncle Ike began, land
the worst of it was that she had nc
one to go with her but me, her long
sufferin brother. Someway, we al
ways called Sarah 'Aunty | got into
the notion by hearin' others call her
that, and just dropped into the habit
although am her brother
80 Sarah and me started off to the
Worlds Fair. Sarah gave me the
money she had saved up for the trip
and | put it with mine, Altogether
we had somethin' over 500 in cash
besides the return tickets, an felt
like we could buy about everythin
there was in Chicago If we wanted TO-
kept the money in an inside pocket
of my vest, an kept the vest buttoned
up mighty tight at that.
THE reason Sarah did not want to
carry It was that she had brand new
silk dress, made by Almira Talmadge
out of the best silk to be bought al
simon's new store. She was proud a
a peacock of that new silk dress. Sh
used to keep lookin' behind her o
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