The Palatka news and advertiser., 1915-07-16
"IT PAYS TO
ADVERTISE.

"IT PAYS TO
ADVERTISE.
One of the remarkable things about
the big convention of the Advertising
Association of America, which recent
ly convened in Chicago, was that
more than a.score of Chicago pulpits
were filled, on the Sunday preceding
the business and social sessions, by
advertising men, who preached the
morning sermon, with Truth as the
text. The Advertising Association of
America is endeavoring, in every pos
sible way, to bring advertising work
UP to high standard. 1t is only in
the last few decades that advertising
has assumed its proper place in the
business world. 1t is only very re-
Gently that merchants have come to
realization of just what advertising.
at its highest and best, really is
nothing more nor less than acquaint
ing the public with the truth-in
bringing the truth before the public
in the most impressive and effective
way.
1t has been said that nothing is of
such value as a good trademark. But
it must be remembered that to have
good trademark there must be
something for which that trademark
may stand 1t is one thing to get a
name that is catchy and another to
fit the catchy name to something that
is worthy. The catchy name, the
fetchy trademark, will lose etfec-
tiveness, unless coupled with some
thing worth while.
There is nothing that pays like ad-
vertising. And in advertising, there
is nothing that pays like the truth.
Let the public know what you have
to sell, and you can always find your
public. 1t is not necessary to pre-
tend to have what you have not got;
the thing to do is to tell people about
what you have got, and tell them in
a plain, convincing, effective way.
That the depression which is being
felt all over the country is greatly a
psychological wave of depression is
true, just as President Wilson has
said. Statistics show that there is
little real business depression in this
country-it is business bugaboo,
induced by fear.
Over across the water there is an
awful cessation from the activities of
peaceful avocations, and instead of
our taking heart of grace and being
thankful for our blessings, and going
on our way, pursuing our lives in
peace and giving thanks for our
plenty, we are stretching out our
hands to meet a bugaboo that does
not really exist in real life at all.
Men who should be doing a good
business are holding off, and competi-
tors, who are more enterprising and
farther-sghted, are going in and tax
ing their business away from them.
When business is good, it is a good
time to advertise, for nothing sue
ceeds like success. But there is
still better time to advertise, and that
is when business is not good, for at
pays to advertise" when times are
dull for the simple reason that times
are never so dull but what money is
being spent. SOMEBODY has to
have clothes, SOMEBODY is bound
to buy shoes, SOMEBODY is COM
PEELED to purchase furniture; SOME
BODY is obliged to have hardware;
EVERYBODY is sure to need food
and SOMEBODY is going to get the
money from those who have to buy
these necessities. 1t is the man who
advertises to catch the money that
MUST be spent, who wins in the
business game.
Somebody is going to get the money
that is being put into circulation
every day-that MUST be put into
circulation every day. Are you that
man ?-Pensacola Journal.
Pinellas county is soon to vote on
100000 bonding proposition for
the purpose of building brick roads.