Omaha daily bee., 1915-11-08
Advertising is Not
An Economic Waste
The independent.

"A GREAT deal IL said about the value or aoVer-
"A Using to the salesman, but little about its
value to the buyer Yet Il is obvious upon re-
Election that such expensive piece Of machinery
the modern system Of advertising could not be
maintained unless its benefits were mutual II takes
two to make bargain and this method Of bar
gaining this channel of communication between
producer and consumer must be giving satisfaction
TO both although the said party Of the second part
rarely realizes how greatly his advantage IL is.
The common saying 1T pays TO advertise has a
wider meaning than II is generally credited with Ad-
vertising the whole all those concerned. Ad-
vertising the advertiser In case the money IL
wisely expended. Advertising the periodical. we
happy TO say. Advertising pays the purchaser
10 II puts him in the proud position Of being the
sought instead OF the seeker.
As the maiden whose hand Is sought by throng
Of suitors is happily situated than she who
has none. Is the today vastly better Oft
than he was before discovery Of advertising. For
the expenditure of 8 10 cents he summon to his
presence in instant statesmen OF all sorts Of goods
who will spread out before him their most attractive
wares and urge them with their utmost eoquence IL
he averse 20 investing, he has but 10 close the
magazine the solicitors of his patronage vanish
though by magic But long he Is willing to listen
they glad to talk business to him. even though
he has not a cent to spend. The signs we see in
stores mo trouble 10 show goods" mo obligation TO
buy" not TO be taken literally person known
20 be penniless would find to his chagrin But
they do honestly apply the silent obging sales
men who stand behind the pages Of periodical
Now consider the lot OF who had the misfortune
20 live before the advertising He had first 10 dis
for himself the want OF something. Naturally
this discovery was not usually made until something
he already had gave out and then he knew better
than to replace II with something Of the sort.
This relation of to producer not merely
troublesome to the individual, but a hindrance to
progress put the burden Of instgating innovation
upon the person who least capable Of II, the
chaser the reader imagine himself the position
of his great grandfather. His clothes wearing
out He must first hunt up man who makes cloth
and get from him enough for suit. Then he must
80 to tailor, II In a city. or wait till one comes
around. II In the country. and get him to make 1t
under his direction.
Nowadays a has but to open a paper
periodical to have called to his attention the desir
ability Of new clothes. Artists Of ability with the
aid of manly models give him free advice the cut
Of coat the tying Of tie. He learns of new
books and musical instruments; he IL told OF the at
Effectiveness of foods and drinks The advertiser
is public educator. more proficient in the art of
teaching than the graduates OF normal schools.
II Is due largely TO him that in regard to the con-
veniences OF life live in another world than
ancestors. New iuxurles invented daily and
speedily become necessities through the medium Of
the advertisement.
For instance. the use of prepared cereal foods is
vertabe revolution in the dietary Of the nation Say
$4,000 has been spent in accomplishing It. could the
result have been attained quickly cheaply
by any other meanB7 How long without advertising
would IL have taken to have developed and made
known to everybody the automobile and the hand
camera. the payer-pano and the phonograph the Of
flee utilities, the toilet accessories and all the thou
sand Yankee notions" that make life pleasant
and completef
NO. advertising is not "one OF the economic wastes
OF competition" It Is sometimes called II Is
whole we'll worth what II costs to the community and
It lie hard to how the world get along
without It. Even IL competition be some time eimi-
Mated advertising Of kind will have to be kept
unless the race Is to stagnate Progress consists
In the creation OF wants; happiness In the
faction OF them. So both progress and happiness
facilitated by the efforts OF the advertiser He
producer; and neither II lubricating oil fuel
for the engine but It is quite indispensable
The advertiser should not be regarded a parasite
upon industry. extravaganza to be some time
eliminated in the interests of economy distribution
He IL likely TO be regarded in the future as
OF greater Importance than at present
training OF the public in new habits and the intro.
duction OF utilities will become more necessary
as science and invention become active. When
his real value to the community acceerator Of
civilization becomes recognized historians will rank
the discovery Of advertising epoeh-maing event
and not less important than the discovery OF America