The Glenwood post., 1914-11-21
4 Hu Wons n
anlUo0O MERCHANTS
(0ssEiAssd fron finut paa,l

49, 0Dei lAWTDut 1t does not need,
aAA asver will need to have its papers
aaAs Psblie utilities. A clean, decent
nsUsPaPes, run as = business enterprise
~ NJ - = political organ, has No fear
e . kAsl Law.
n results would have been more
di0seFoas to the state than the aver
49, pssson has any idea of, unless he
ha4Psas to have studied the proposed
aAsaAnent. Its defeat WAS, in = way
~ ssdorsement by the people of the
sevsral communities which newspapers
serve, of their newspapers.
We are glad to say that the old style
Of journalism in which one editor dipped
his pen in vitrol and went after the
other fellow, are gone, never to return.
The newspaper is public servant and
is greater than the individual Be
cause it is huma n made it must, per-
force, have human failings, but Colo
RADIOS good citizens have refused EN-
phatieally to have their newspapers
shac keled. In so voting the citizen
has served himself even more than hi,
newspaper, but at that the editor is
duly thankful that the worst, as typi.
fled by the possible passage Of this
amendment, did not come to pass, and
hereby expresses his appreciation for
the vote of confidence which the sub
scribers of this paper gave him in sub
jecting it to such an overwhelming, de-
cisive and well-deserved defeat.
Thank you!
Since We are talking about ourselves,
meaning newspapers, and for fear that
you might have overlooked . recently
published story under Madison, Wis,
date, We submit the following from one
outside Of the newspaper game" for
the consideration of the merchant here
who does not advertise. Ralph Starr
Butler, an associate professor Of the
university of that state, said:
0Ou Y ocliCNe III 1uNcEtlAluk,
some merchants say when they are
asked to tell people about their goods
in the columns of the local paper. They
think they mean it. But do they?
What is advertising! So far IS the re-
tail dealer is concerned, advertising is
anything he says or does to help in the
sale Of his goods apart from his direct
personal, face to face solicitation of
the business Of those who come into his
store. Consider for a moment the store
of Mr. Dealer who 'doesn t believe in
advertising
"Above the door is a big sign with
the name and business in bold gilt let
ters. What is it fors To tell the peo-
pie that this is Mr.. Dealers store and
that he handles certain kinds of goods.
Advertising! Certainly, and most eff
ficient form of advertising. Next, eS-
anime the show windows. They con-
tain displays of goods carefully Ar
ranged to attract the eye of the passer-
by. Why' In order to give public ho-
tice of the goods carried in the store
and to suggest the buying thought to
those who see the display. Once more,
Mr.. Dealer is advertising most effect
lively.
"Step inside the store. The goods
ara arranged attractively on the walls
and in the showcases. And for one OBJ
vious reason-to show to store visitors
what the store has in stock and to
tempt the money ont Of the visitors
pocketbooks. This is advertising, pure
and simple It can 60 by no other
name. Note, too, the signs, banners,
wall hangers, eutouts and other notices
Of various kinds displayed around the
store. What IL their parpose. To help
in the sale Of The stores goods. Ad
vertising nothing else.
"And Why this atmosphere Of serv-
ice these evidsncss Of cleanliness, these
courteous clerks and The other things
that make pespse like 70 trade in the
seosel Is IL possible that they all have
an advertising Bsspssef The truth is
that every nan WAo sells dollar .
worth Of sssds b IN sdvertiser whether
hs kHswS 3 e not
"1hs nAa WAs ssys he does not BE-
ksv~ in a4vsetisinG does not knsw
what Ae b talkinG absat. II he really
believed wAa4 ~ says h would tar
DIV, his sisa, hoard Up his Windows,
esvsf Up Nh sASlvss, make kidding Of
his store winAsWs, and Do business
With istsadiag s1sts0srs thressh .
ho3e il IL WaA
"NevspaQse oavsEtisi1s b only one
form Of aavsrtisiAg; Ill ferns are ssod