Greene County herald. (Leakesville, Miss.) 1898-current, 1913-02-28
law or DEMAND is
SANE AND CERTAIN
Advertising Not Less Valuable
n. Because OF Some I'm
I'll believers.


Every year N. w. Aver & Son Of
philadelphia. one or the largest and
most influential advertising agencies
IN the country, issue little volume
on advertising. which contains gems
OF thought and arguments that are
especially convincing
This year they have just issued
alttie booklet entitled THE Aver Idea
I'm Advertising" which contains some
mighty good advertising logic. We
quote from this book as follows:
There are men who do not believe
I'm advertising good men and wise.
out that signifies naught. 1t is but
brief while since many men believed
that the earth was fat. but 1t was
round all the time. The earth did not
change its shape; men merely altered
their views. The point OF 1t all is
that there are established facts In
business just as there are established
Facts In nature and belief or disbelief
does not change the facts.
Suppose, for instance. you were to
say: I do not believe in darkness;
do not want darkness Will 1t not
grow dark tonight quite the same as
though you were heartily in favor of
IT.
''You may not like the telephone or
typewriter of adding machine thou
sands OF persons do not-but these
ere established instruments in today's
activities and your feelings will not
alter the facts. To refuse to use them
stamps you as being behind the times.
and competition with the man or bust
ness which does use them is no longer
possible for the man or business
which does not use them
\ f'The time has passed for giving
eerious attention to the man who does
not believe In advertising. Advertis-
Eng is as much part of today's life
as electricity, antiseptic surgery or
trolley traction
'aThe system under which he who
mas something to sell tells about it
Go those who do or should use it, is
proved. established. actual fact and no
single fact has ever yet been whip
ped by an army OF opinions.
III Od4AN Hf1CdAlil5. IL 10 CdCACl duN
more profitable to obey the law than
Co try to break It, If it is a good law
it cannot be resigted Tackle the
law of gravity, for instance, and see
how far you get with your opposition.
THE law Of demand is just as sane.
5ust as certain and just as natural as
the law of gravity. Both work day
nd MI xh
Sundays and they always pull down
ward.
Down at the bottom of all COM
lmercial success there Is demand IN
lsistentiy Juggling away If demand
can be circumscribed and focused
and tied to your product, you have
done big thing and middlemen by
ft than can few layers OF fieecy
cloud keep gravity from accomplish /
ing Its effective work.
This is no preachment against the
powerful Importance of the wholesale
sor retail merchant The manufacture
er who neglects the dealer In any adj
vertisIng campaign he may inaugurate
40 AAACC0 AcCEAuS III 1Oi 0Ol6uA.
Forcing the trade to carry line
has long since given way to better
methods. Cooperation is better than
coercion. But as a foundation for
success nothing can take the place of
"a powerful consumers demand
mo one can want anything until he
knows of its existence and its fitness
for filling his requirements. Advertise
fng is way by which people are told
why they should have your goods and,
at the same time. taught how they
may identify them
.sThe method is backed by good
logic and good sense-just the same
sort Of plain, prosaic business reason
ing which is required In any other
line of work
There is nothing magical or mys-
terious about it and the greatest ad-
vertising successes have been singu-
larry free from the frills and furbe-
lows with which some advertising
men seek to invest this plainest and
simplest aid to present day merchan-
disc distribution"