Bisbee daily review., 1914-10-18

In view of the widespread interest manifested not only In business cir cles but by the community at large in the address delivered by Ben Franken- berg, of the Fair Store, at the recent banquet of the Bisbee Business Mems Protective Association. his analysis of the local situation and his views on advertising are republished. The lead. CTS of the various industries in the Warren District and in Douglas de scribe MI. Frankenberg's address as being one of the most helpful and constructive ever presented to the bus mess interests of this community
 (By Ben FrankenbergJ
 It gives me great pleasure to have been chosen from among such rep resentative body of men as are as sembled here this evening to make few remarks appropriate 10 the cc- casion. and when we stop to con sider that this affair. this gathering tonight represents the nucleus of the ' business interests of the Warren Dis trict and Douglas, outside of the great copper interests and its envi- ronments.
 1 We must feel that we have a great duty to perform that is of vast ! importance to the citizens and pub lic-a responsibility that is more far reaching than the average layman has sny conception of As merchants and purveyors. we must see that the public's every want is supplied with the choicest the market affords at the most reasonable prices
 We must SCOUT the country to pro cure the best in our respective branches of business, then intelli gently, forcibly and without misrep lresentation tell the people what we have to offer. bearing in mind al ways to state only the facts, and not permit of any congregations or fife titious statements.
 It is of vital importance that we protect those who place confidence lin us, our merchandise and our meth ods of doing business, in our judg , ment and ability to serve them upor an economical basis; or the spirit oI our store service have accorded ui their patronage.
 did not mean to create the i'm pression when l remarked that we must sell at reasonable prices, tha' We should not reap a fair return fol our money invested Every labor is worthy of its hire. and every mer chant is entitled to a legitimate pro ft to assure a dividend upon his in vestment
 do mean, however, that we mus , avoid deception, eQuiyocation and du pliciity. no business can thrive. bull upon a foundation of dishonest meth ,ods and artful practice.
 Advertising is one indestrucuble asset to the merchant, providing h' does not abuse 1t; because its influ {, ence is unconfned, because 1t is con sciously or sub-consciously part O the great national desire You hay'
 got to make good every statemen
 that appears in your advertising.
 Not to do so means to kill you , credit at the Bank of Public Patron
 age"-where confidence bestowed ir creases or decreases in direct rati n with the general estimation of tn
 character of the house. It is humal
 nature to pay little more and b 90 safe. rather than save @ little an If take big chance
 And this kind of treatment-sincel
 ity of purpose, honesty in its broad a est possible sense-benehts all advei d Using and every promise write above your store usme, because '' makes advertising safer and more r' 10 sponsive to the needs of the peopl' Every one is beginning to enjoy tn
 advantages and benefits of judici' e and honest advertising. The light it which shine out of factory or stoI
 window do not penetrate very far. bl
 put advertising integrity and an hol
 esty of purpose behind the produ'
 and the illumination may go aroun
 the world, or radiate throughout th
 community where the little shop ht been established
 If your goods are built with a col
 science: if your ambition is to rel
 der worthy service 70 the people
 large; if you are willing to sacrid'
 percentage Of your profit in Ord'
 that the quality of your merchandii '1 and your efficient service shall CT er ate a standard. the same candle-pow'
 of advertising will create rays of pu
 licity ten times as powerful and ia 's- reaching as those generated by q il advertising of unworthy things, Only the good i'm merchandise " in men-can withstand the searchin al unrelenting white light of continue no publicity Adyertising-th the etern
 kind-is the reflected light Of wortl 'o pess set in motion by the intelligen 8 of honest men and merchants. ,e. MT Cannon lost his seat in Co
 gTess because his methods were a
 lYertised ina publication that was