Tensas gazette. [volume] (St. Joseph, La.) 1886-current, 1913-01-31
new WANTS CREATED
I BY ADVERTISING
Price of Goods Also Reduced
Because of Greater
Business Done.

When the papers are filed with ad-
vertisements there may be readers
who ask themselves whether the cost
of all this publicity does not fall, In
the end upon the customers of
the merchants and manufacturers who
pay the bills. Some there are, no
doubt, who believe that advertising
increases the price of the goods they
buy, and some who do not go so far
still wonder how such an expense can
be carried by business men without
mourning heavy losses.
The mistake in such shortsighted
views of one of the great creative
forces In modern business lies In the
fact that the power of advertising to
make trade larger and to establish
new wants and new methods of sup
plying them, is overlooked, says the
Cleveland Plaindealer. Advertising
is not merely a means of catching a
larger proportion of the fish in the
pond. 1t increases enormously the
number of the fishes
Without advertising much of the
business of civilized countries would
wither and die. The wants of civil
ization would narrow rapidly because
they would be general and increasing
ignorance of the means whereby they
could be supplied.
In very true and vital sense, the
Injuries and comforts Of the age have
been created to meet an artificial de-
mand. That is, a demand which is
founded on widening intelligence and
rising standards of taste, rather than
on primitive needs native to all hu-
man beings.
Much OF the beauty and interest of
life in these days depends upon the
wants which spring from desires that
would fade out of business II they
were not kept alive by the news of
the great industrial and commercial
enterprises of the times; that is, by
advertising.
For advertising, at its best, is sim
ply telling the news of the business
world it is making known the new
est and most seasonable fruits of un-
told skill and industry.
Advertising is publishing abroad the
results of the labors Of hundreds
of chemists In their laboratories and
of thousands of inventors using their
skill and talents to create merchan-
disc In myriad forms, finer, sounder
and more useful, as well as cheaper,
than anything the past ever knew.
1t is on such news that the desire
for the latest fruits Of civilization
grows and widens. The news of busi-
ness creates business. To tell what
is for sale in a first-class store is not
only to attract buyers from less en-
terprising places, but to multiply the
users of the wares, and increase their
expenditure.
1t follows, necessarily, that the most
progressive, intelligent and altogether
competent merchants are the best end
most persistent advertisers, and 1t is
equally true that the holiday lads"
are. guide posts pointing the way to the
best bargains of the season.
This is true not merely of one city
or of a dozen, but of all cities In all
civilized lands. Advertising is the sign
and proof of progressiveness.
Effective advertisements have to be
supported by good merchandise or
they soon come to an end. Where ad-
vertising is continuous and done on a
broad scale it is certain that the prod
ucts of factories, mills and shops will
be found at their best and freshest
There stocks and gods viii be most
thoroughly and reliably up to date.
There, also. customers can depend
upon the most skillful service and the
most intelligent consideration. 1t all
goes back to the same root, which is
recognition of one of the great pro-
ductive forces of modern civiliza-
ton.