Putnam patriot., 1916-11-24

lie he has at his plnce of business in the column of the paper
 Shrewd business men realize this in- fiuence. They do not tell the adyer- Using solicitor .that advertising does not psy just because when John5mith comes into the store he does not say, 'tI saw your advertisement in the local paper so I came to you" They realize that perhaps John does not even realize | that the advertisement was what in- ! fuenced hIm.
 Take any town or city and what stores are you familiar with? The | store that adgerlises. The store whose
 advertisements you have read. There
 may be other merchants in that town or city who say to themselves, ss 4 few merchants do, "Everybody knows
 I have 8 store here and have goods 10 | sell in my iline. If they want them they will come here. l don't need to adverlise.n But you may never have heard that this anti. advertiser had a store. If you have you have never seen his name in print day after day and week after week and when you are ready 10 buy you do not think Of him. The stores whose advertisements you are familiar with are the stores you feel an acquaintance with and il Is to them you go either consciously or unconsciously.
 The man who opens little place arourd the corner and sits still and waits does not have to wait long. 1t k not customers however that come to his store it Is the sheriff, and he is dis possessed. II, however, this same merchant takes means to let tbe peo. pie know that he has a store, where t is, what manner Of goods he keeps and pushes forward his speeinl lines he soon has people calling. 1t may be only out of curiosity but however that may be they learn he has store, they come and then fl he has the goods and
  he has built the foundation of his busi ness and his customers as well as the printers ink are advertising him and the first one knows he Is in larger quarters on main street.
 "he have clothing business and carry goods like All clothing stores. We have grocery store and carry a gen eraI line Of groceries, etc., etc and whats the use Of telling people, they know We are here is the answer often received by the advertising solicitor. IL Is true AS far as 1t goes to be sure but it is not the Dusiness.getting way of doing business. John Jones has new box of grape fruit and line Of new coffee come into his store. We know he is in the grocery business but do we know that he has just received fresh consignment Of goods? If he had taken the trouble to write an ad. and let the community know that the goods were in, at least some of them would be after those very goods. Henry Smith across the way goes to this trouble and expense and when Jones sees some Of his customers coming awny from smiths with grape fruit and coffee he wonders why they did not come to him. He does not or will not admit that the advertising did il because for years he has not believed in advertising.
 Whole books are written on this sub jecl One need but keep his eyes open and do little reasoning to convince himself of the value Of Publicity. Where one finds the largest and busi est stores there one finds the biggest users Of printers ink. The man who says that advertising does not pay, that he can not afford To advertise, never will be able to afford to adVer tise or to afford much of anything else.
 Putnam merchants have stocked up their stores for the Christmas and hol iday trade. They have inaugurated a campaign of advertising. That they will get results Is assured. They will create deannd for their wares. Peo pie will haNv an opportunity to read nt their leisure what Is for snle and make up their minds what 10 buy and where 10 buy il. Me .rr, peetfully hold out the PATRIOT as a judicious mems Of setting before the people Of Putnam, , Thompson, N oed,teck, pomfret md Eastiord what K on sale tn the stores of Putnam IL Ia sure way, IL is not an expensive wnN, and 1t will bring results.