The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1915-07-09
1T Pays To
Advertise.' 2

One of the remarkable things about
the big convention Of The Advertising
Association Of America, which recent
" convened in Chicago, was that
more than a score Of Chicago pulpits
were filed, 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 a high standard. It is only in
the last few decades that advertising
has assumed its proper place in the
business world. It is only very re-
Gently that merchants have come to q
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.
It has been said that nothing is of
such value as good trademark. But
it must be remembered that to have
a good trademark there must be
something for which that trademark
may stand. It 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
fetching trademark, will lose effec-
tiveness, unless coupled with some
thing worth while.
There is nothing that pays ike 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 YOU
public. It 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 il
a plain, convincing, effective way.
That the depression which is being
felt all over the country is greatly ;
psychological wave of depression i
true, just as President Wilson hai
said. Statistics show that there i
little real business depression in thi
country-it is business bugaboo
induced by fear.
Over across the water there is Al
awful cessation from the activities o
peaceful avocations, and instead o
our taking heart of grace and beinI
thankful for our blessings, and goin
on our way, pursuing our lives i
peace and giving thanks for gu
plenty, we are stretching out GU
hands to meet q bugaboo that doe
not really exist in real life at all.
Men who should be doing goo
business are holding off, and compel
tors, who are more enterprising an
.farther-sighted, are going in and tai
ing their business away from them.
When business is good, it is GOO
time to advertise, for nothing su.
ceeds like success. But there is
still better time to advertise, and tbs
is when business is not good, for g
pays to advertise" when times al
dull for the simple reason that tims
are never so dull but what money
being spent. SOMEBODY has i
have clothes, SOMEBODY is bour
to buy shoes, SOMEBODY is con
PEELED to purchase furniture; SOM
BODY is obliged to have hardwar'
EVERYBODY is sure to need foo
and SOMEBODY is going to get IL
money from those who have to bu
these necessities. It is the man WI
advertises to catch the money, tn.
MUST be spent, who wins in IL
business game.
Somebody is going to get the none
that is being put into circulate
every day-that MUST be put in
circulation every day. Are you TIL
man?