New Ulm review. (New Ulm, Brown County, Minn.) 1892-1961, 1917-01-10
ADVERTISING PAYS
SPEAKER DECLARES
4 NECESSITY IN DULL TiMEs-
OPPORTUNITY WHEN VI TRADE
IS GOOD.
TWIN CITY EXPERT TALKS ON
sALEsMANsHIP TO LOCAL
AUDIENCE.

Advertising when business is poor is
necessity; advertising when business
is good is an opportunity . declared II.
S. MacIntyre, editor of the Twin City
Commercial Bulletin, before an audience
OF merchants and salespeople which
filled the Commercial Club rooms last
Friday evening. The best advertising,
ne said, is first the local newspaper:
second the store paper, and third the
circular letter. He advocated COM
blnation of the first and third; that is
properly worded newspaper advertise
ment, supplemented, either before or
after the appearance of the newspaper,
with short, snappy letter, calling at
tention to the display literature. Mr..
MacIntyre insisted, however, that the
local paper must be reliable, con-
tsclentious newspaper and reasonably well
edited. Z,
Talks From Own Experience
Mr.. MacIntrye, who came to New
Ulm under the auspices of the New Ulm
Commercial Club, to give talk on
Craftsmanship and Advertising,'' said
at the opening of his address that he
was not an orator, and any spurts of
oratory need not be expected, but it
would be simply a heart-to-heart talk
on two subjects in which he is deeply
interested. He said he gained his ideas
from actual experience, both In the
newspaper field and as merchant and
salesman behind the counter. For eight
years he conducted general store in
small Minnesota town, during which
time he was engaged in a war on the big
cstaloess hos,se.s Fl the large cities, and
it was his success in that long campaign
that attracted him to the owners of the
influential trade paper with which he is
NOW connected.
The merchants Of New Ulm are not
competitors of one another said the
speaker, but rather brothers in fight
against their common competitors, the
big department stores and the catalogue
or mail order houses. Your competi-
tators are in the Twin Cities and Chicago.
and especially the latter.
THE trouble with the average country
merchant is that NE expects to spend
| from one-half to l per cent Of his gross
receipts for advertising and then COM
pete with firms that spend as much or
more than 6 per cent. Spasmodic adj
vertising does not pay. The only way
to make a profit from your investment in
printing ink is to keep everlastingly at
it,
He also gave the business men some
valuable advice on the preparation of
copy, declaring that the merchant who
put off preparing his advertisement until
the forms were ready to close could not
expect to obtain such results as the one
who gives. the printer plenty of time to set
the type in creditable manner, and the
makeup man an opportunity to give it
a good position.
| Another thing said the speaker,
Take the editor of the local paper into
your confidence. You will find that in
SO cases out of 100, if not the full per
cent, he will be only too glad to co
operate with you, and if necessary help,
you to prepare your copy, and help you
in every way that is possible z
Talks to Salespeople.
Talking to the salespeople, Mr.. Mac
Intyre discussed various phases Of their
work and gave them some valuable adj
vice from knowledge gained while he him-
self was behind the counter, and as an
advertising solicitor for daily news
papers in several large cities, and from
observations made while engaged in his
present line of work.
BE salesman or woman; not mere
order-taker," he said. Any one can
be an order-taker, but it takes brains
and tact to be salesman. There was
once a saying, and suppose it was be-
llieved by the general run Of people, that
Statesmen are born, not made, but that
idea was long ago cast into the discard.
Any person with ordinary intelligence, who
is ambitious and cares for the work can
succeed in craftsmanship. There are
many things to learn, and first Of these
is politeness, and too much stress cannot
| be placed on this one feature.