The Republican journal. [volume] (Belfast, Me.) 1829-current, 1913-10-16

Ibe " hole Truth About Hole
proof.
r.netoter number of Judicious Advertis-
!. ronthly published by the Lord &
,,nss lblishing House, Chicago, contains
|, ,-sIr ty irving T. Dinsmore of B. c. Dins-
.,s SON, Belfast, on his advertising cam
La e., 4oeproof hose. AS the majority of
d. ,sgdsrs know, B. C. Dinsmore & Son (The
1r,nore Store) are wholesale and retail
..ls.s lr. footwear of all kinds, and hosiery
I, ,riy d slde line of heir large business.
M. from the very effective advertisements,
,-,tsn aad geographically arranged by Mr..
n,,more -specimens of which from the COL
-,s Of lhe Republican Journal are shown
!. lext indicates that he has thoroughly
,,:p-sd the art of successful advertising and
.rutled 10 rank among the experts in that
.,ore. have been made through advertising
.g5.c be safe to say that an equal amount
~: been ost by injudicious advertising, such
5s-r more space than the business war
r,e1 taing to have the goods as represent
\ spssmodic advertising, etc. MIR. Dinsmore
rs,,. # the small dealer who advertises for
ssss J- month and failing to see results
-cu1es nat "all this talk about advertising
vN; way, and that as for him, he won't
f. lore of it." AS to this Mr. Dinsmore
Sg5 as q matter of fact. that merchant has
g,-s ground for having any such hopes and
sBa atai rs as result of dip like that into
h. syel sing field A single effort does
srs,m-- produce results, it is true. but such
|gs.1o-I. IS unusual-it takes a great deal
,sgrsrag TO make an impression on the
gy,.s loiic. and get them up to the buying
Z. a is he looks at it from his own
r. rw He has made an announcement
ss, IS ,ods. let US say hosiery for instance.
"a ,rcs aerfectly well that the hosiery in
us. Of excellent quality, that the styles
Z. -.- and that the price is as low as can
K ..se- VT similar goods anywhere in town
-le,r4 over.
IL sif Knows all this-but he loses sight
Il Il hat his argument goes up against
tlls nave not the special means of
hog Qlt his particular hosiery. They
g ID in hosiery only as in million
ii ags that enter their lives.
1s ne busy housewife reads his adver-
t..r She is interested in stockings of
el-.. she has countless other interests
..u +al n bar th01pktS (lOf hos
g4las - g1ocers, school for the children
5i saltn and happiness, church. her
i..-an. ,tfaIrs, servants-the number of
a. as to think of every hour of the
IL. a 0. One mention of hosiery, while
iEs ID her attention, will not make
e1 upresson.
--, hosiery were brought to that wo
|ra 4.trnuon in an interesting manner
f.! T-=a FOR year, it's almost certainty
isi lpressiou would be created in that
sQg4n d, which would eventually result
NJ at least in an inquiry. Each one
+ 3- s-tlser's arguments does its little
|7r ally it gets to the point of being
l!ysg-e The idea becomes firmly rooted
a-r al mind that his is the best stock
g su Tor her to buy. It's the old story
I -d effort, repeated, repeated and
Ter gain.
BE- -=s have been followed out in an ad-
srta- CAMPAIGN which have conducted
& a5'=r- Years in the town in which my
aat ;ated- Belfast, Me.
Ar A-more then tells how he has conduct
gertising cam paign, of which The
.-r-s rsa-ers have had evidence every week,
Il .al ajes;
t.s '-alse of these factors that my store,
| ags s'a.e, has been able to compete with
y md furnishing stores of this town
In IL m the start got my share of the
aa 7e,ety trade And l now enjoy one OF
nsafEe-t hosiery businesses in Belfast.
a,;sHng this success Mr.. Dinsmore does
's' ;l give due credit to the quality of the
Ea' s.- he methods of the manufacturers
aeEroof are sold with a guarantee to weal
%s' months without hoe, and while they
@s| IA to outlive their guarantee he says
nose 81 my customers who send their hose
Ae manu- facturer to be replaced get prompt
@' eaeerfu attention. There is no quibbling
'td lape no restrictions-j1st a nice lettel
Nsak9g the customer for taking them up a.
Well a~r Proposition"
N0T word from The Journal standpoint
'Asa ,ne aoleproof advertising began to ap
F'i We assumed it to be merely flier, and al
sqverhslng continued week after week
'Htr and -ummer, without break,we begar
te, Uneasy, not supposing that it could pa!
s"eFtsers to use SO much space for a sid
Jug their regular shoe business. and though
"'-S'! speaking to the advertisers abou
GUY peiore we got to that stage, Mr.. Dins
sure sent to this office a magazine publishe,
~7 Aoieproof company in which the ad
4NaHs ~ The Dinsmore Store was highl,
~I''hlei,a and with the magazine was iarg
-Y'.alnlng the advertising prepared b.
''Af Dinsmore and published in Th
's' and on this sheet was note from tn
.''-'Fe ir'n saying that their advertising
pad tneEa from the start and that the,
''' '1eu pa velvet.
'''fge W Burkett, the retired dry good
,s,, bal Was the pioneer in up-to-date ad
hs%lAe IN Belfast and has often told tn
H., mat his success was due to printers ink
h.. .een the custom here, after the holida
ea5s 70 lay down and wait for the sprinI
hs - 20 open; but Mr.. Burkett originated tn
No. having big sale in January, and hi
h.. VI half page advertisements in Tn
Abss brought people from miles around an
Asn A1 'o double his force of clerks to wait o.
hss Advertising pays. if conducted on tn
"'g Paragraphs.
The Shoe Situation.