The watchman and southron. [volume] (Sumter, S.C.) 1881-1930, 1912-02-10
RETAIL MERCHANTS ASSOCIA.
TION.
Advertising Waste in Sumter.

useless advertising? 1t is impos-
sible to say at first hand but the sum
total OF such so-called advertising
would astonish them. The Retail
Association OF Topeka, Kansas main
talns separate bureau which deyotes
Its entire time to this work, the mer-
chants paying $4,000 annually for it's
support This bureau recently pub
i'shed an estimate of the amount
saved to the merchants last year as
amounting to $4,000. The merchants
In that city as in Sumter are pledged
10 do no advertising except such as
endorsed by their Advisory Board
Long experience has proven to them
that this Is the best method Of
eliminating the evils and waste Of
promiscuous advertising. The money
that is being wasted in Sumter would
support a Chamber Of Commerce or
finance factory.
In Topeka, (this city is given as g.
type for there are hundreds Of 9TH
ers that support similar organiaztions,)
their primary object is to eleminate
rake and program advertising Thous-
ands Of dollars are wasted every year
in program advertising that does not
directly or indirectly bring the mer-
chant In a dollar. In any case tho
same money spent in proper lines.
lines that are continuous, that have
an assured circulation day after day
and that are continually coming to the
notice Of the prospective customers;
would have returned infinitely more on
the investment The trouble is that
the merchant does not look as care
fully into the investment of his ad-
vertising money as he does in other
investments. He does not consider
1t as an investment at all. Take for
instance the case of the theatre pro-
gram, before making an investment
in advertisement in a threatre pro-
gram, does he figure the total annual
attendance at the theatre? Is he in
formed just how many plays there
will be given that year? How many
acts there will be at each play and
just what opportunities there really
are for the theatre goers to read the
program other than the synopsis of
the acts and the cast of characters?
Has he ever asked himself the ques.
ton If he has ever been influenced by
such advertising or his wife or any
Of his friends? There is no senti-
ment in this question. it is one of
business solely.
Recently 5000 to $500 was spent
by the merchants Of Sumter in ad-
vertising on a time card a few of
which were tackled about town and
then the promoter left town with the
money for other towns where other
merchants were stung in a similar
manner. In this case the merchants
did not even have the satisfaction of
knowing that the money thus ex-
pended was to, be left in the city as
In the case of local promoter. Case
after case could be cited where the
merchants have been held up and in
some cases even where the promoter
after making his collection has left
town without even going to the ex-
pense of having any printing done.
These gentlemen will tell the mer-
chant that it is foolish for him to
have the endorsement Of the Cham
Der Of Commerce. Certainly you
should know your own business" he
will say. If this is true, why do the
large houses and manufacturing es-
adjustments engage the services of
an expert in this line at large sala-
ries? The fakir knows that he will
not secure the endorsement Of the
Chamber Of Commerce and the other
fellow who makes this statement
fears that he has not a good business
proposition and cannot secure the
chambers endorsement or if it Is q
questionable case that body of
business men. such as the dvisory
Board. when they have all the facts Of
the case will not endorse the adver-
tisement Of the scheme proposed. A
local merchant, stated the other day
that he could not afford to belong to
the Chamber Of Commerce and pay
his $40 year and yet he had paid
SIS for an advertisement on the time
card mentioned above which he ac-
knowledged had not been worth a
cent to him. He could have paid his
dues and made dividend Of IS if he