The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-01-23
VALUE OF HONEST ADS

price alone has made one sale and
no more. The merchant who builds
confidence has made a customer for
life-or at least during good be-
hayior.
Don't expect the customer to know
in few moments what 1t has taken
you lifetime to learn. People are
glad to receive news-message from
the world of business. They are
glad to learn the facts about your
goods and your store.
Honesty . Nscssslty.
So we are going to have educa-
tion or elimination Of the dishonest
and unfit. Julian Wetzel says.
show me man whose heart is
right and will show you a man
whose advertising is clean. In our
movement for truthful advertising.
we are doing more than merely max
ing men better"
F. w. Aver says, Advertising
makes the first sale. Resales depend
upon the goods themselves. The
quality advertised must be constant
mans honesty is the fact of his being
Some merchants contend that
prices alone supply the interest in
advertising. But w. r. Hatchkn
says that ''The store that simply
prints a list Of prices day after day
may win the attention Of people who
have their minds made up to buy
certain things at that time: but
such advertising has no more inf1.
ence in creating desire for the Uer-
chandise, than a railroad schedule
has in tempting people to travel.
Building Good VIII.
Truthful, adveT Using builds good
will. Honesty is the cornerstone OF
successful business. Charels A..
Dana used to say there were three
kinds Of lies: Plain lies. damn lies
and statistics. Gerald Stanley Lee
says that success is the science OF
being believed in. The merchant
who tells the simple truth in be-
lievable form is laying solid foun-
dation for the future.
AS pointed out by H. j. Kanner.
National Vigilance secretary. : there
are three great laws that should
prompt the business man to see that
his advertising is honest, First. the
law Vi QlSSCl NdllOAs oCSohu, eiiO
law of self-respect; third. the law
OF the state.
James Kelley. publisher Of the
Chicago Herald, considers THE
newspapers. magazines and other
publishers OF advertising. common
carriers which should be open to all
upon similar terms. None should be
allowed to use them in such a man
ner as to receive dishonest individual
benefit at the expense Of all lesi.!-
mate business" He believes that
"alI dishonest advertising, besides
being public wrong committed
| with view to obtaining money nm
der false pretenses. is unfair compe-
tition, depreciating the value OF all
publishers space and diminishing
| the serving power of one of the
greatest public utilities"
The Association Of National Ad-
vertisers has adopted formal reso-
luton under which the members, so
far as their individual businesses
will permit, direct their advertising
to those mediums which make the
observance Of these principles their
| rules and practice"
The sun shines for everybody.
Mawruss, except the Teller in the
raincOat business, remarked cnaF-
acter in Potash 4 Perlmutter with
more truth than he suspected, for
the sun began to set quite awhile
ago for the raincoat and other fax
ers who Infested many thriving cities
until the arrival of the Vigilance
Bureau.
Too many men got their ideas OF
advertising in the old circus days,
forOot that fhofr h,rafnaaa dnoa
not move on every night to . new
town.