The comet. (Johnson City, Tenn.) 1884-1916, 1912-06-27
MERCHANT IN A SMALL TOWN
Spends Over $1,000 a Year In Adver-
tlslng But Has Found II
Profitable Investment.

At Sedan, Kan, a town of 2,20
population, there is a general mer
chant by the name Of J. H. Edwards
The remarkable thing about Edwards
is that he spends over $4,000 eacl
year with the local papers for adVer
Using his business. He went to Sc
dan few years ago with but littl'
capital. Now he owns magnificen
store, fine home and a nice farm
my success is largely due to adver
tising," said Mr.. Edwards in a recen
interview.
While l shall not attempt to advise
anyone how to advertise or how much
to spend for advertising his line Of
business, / think a certain amount Of
advertising is essential to every line
of business as ia the stock itself. In
fact, we value our advertising highly
enough to make 1t a part of our
assets. It is the live wire to any
business and you can Judge pretty
well the amount Of energy behind a
business by the kind and amount OF
advertising sent out.
Every business manager must be
responsible for the amount and class
of advertising which suits his bust,
ness and locality best. This is not
always an easy task and you nearly
always have to feel your way to the
most effective method in starting and
building new business or resurrect-
ing an old one.
I'VE began by carrying a small
space In our local papers. Then we
placed stationary ads on every road
leading into our town as far out as
we deemed it necessary. We secured
all the space we could on barns and
billboards, bought signs ready painted
and covered the ground perfectly in
this way. Then I furnished a basket
ball team their uniforms with my
ad on them and managed the team
myself. This introduced me and my
business in all the neighboring towns
the return games bringing the visit
ing teams into my place of business
for everything they needed. This
part Of the field being covered, l be-
gan to Increase my space in the To-
cal papers, making yearly contracts
for half-page and page ads. con-
tracted for attractive cuts to help the
looks of ads. We handle many ad
vertised brands Of wearing apparel
and take all the advertising material
they will give us-never let any go
to waste.
in fact, we have never limited
our advertising to any certain amount
or per cent. When any kind Of adj
vertising in my Judgment looks good
and think it will pay, take all
can afford to Of it. We seldom let
anything new that looks good and
reasonable pass without trial. We
make our local papers the backbone
of our advertising, branching out
from that whenever we think it will
pay. We back up our ads with goods
to the letter and never allow a Gus.
toner to go away dissatisfied If we
know 1t. My help is carefully in
structed regarding the ads and prices
quoted SO they make no mistake or
offend a customer. We keep the best
help and the best goods we can find.
Our motto is: Never advertise
thing We cannot do.
mo merchant would think of try
ing to do business without sign and
most merchants get extra business
from show windows. A sign in the
press every week is worth while:
both sign and show window value can
be obtained at no extra expense by
changing the ad frequently"