Macon beacon. [volume] (Macon, Miss.) 1859-1995, 1918-09-20
TO CONSERVE time
Read Advertisements Carefully
Before Purchasing.
Only In That Way Can Shoppers Prop
erly Determine What They Want
and incidentally Help TO De-
feat the Hun.
CBy William II. Rankin. President VIM.
H. Rankin Company

II. ENaIlhlh AumpdHg.l
More new, partially informed or mis-
Informed sales clerks are behind the
counters than ever before in history.
The war has made great inroads upon
the ranks of store clerks.
1t now takes longer for you to make
up your mind about a purchase be-
cause so often the clerk doesn't
know" You must rely more upon a
minute inspection of the article and,
not being an authority on the subject.
often you either buy on chance or de-
fer the purchase. Your time is vast
ed-and right In these days when so
many war duties need every minute
you can spare. The clerks time is oc-
cupied in "waiting on you"-mostly
waiting" for you to sell yourself.
Then, If you postpone buying, the store
suffers a loss and the merchants ex-
penses are increased. That restricts
his ability to buy Liberty bonds and
contribute to the Red Cross, Y. NJ. G. A.
Knights of Columbus, or Salvation
Army.
There is a way for you to avoid this
wasting Of time-a way which quickly
enables you to select m~eritorious ar
ticles regardless of uniformed clerks.
1t is: Read advertisements.
Advertising offers you a labor-saving
buying guide. 1t furnishes the mer-
chant and the manufacturer with la.
bor-saving salesmanship. ADVERTISE
ments are written by people who are
thoroughly posted about the advertised
articles. One good salesman can, by
printing his talk, tell many thousands Of
people what they wish to know, where
he could only inform a few If he had
to rely IN his voice.
Advertisements are, then, in reality
well-infdrmed salespeople talking to
you in print. Their language is care
fully chosen and condensed-to tell
you facts in as few words as possible.
Very seldom does anyone advertise un-
less he has an unusually good product
to offer. The cost Of advertising auto.
matically bars the unsuccessful.
On the other hand, advertising is the
cheapest'way a successful product Can
Increase its sale-for thousands are
told the story in print where the same
expense would tell only a few in per,
son.
SO read advertisements that de
scribe things you need or tell you OF
products you should have. Read ad
v%ertisements everywhere-in newspa
pers, magazines, etc.
: Make up your mind as to what 70,
want-before you enter the store
Then "green" clerks won't interior,
with your selection Of dependable ar
ticles.
Advertisements post you regardini
new and better goods, Improvement
In methods, etc. They keep yo1
abreast of the times with the leas
trouble on your part.
advertising to Victory" Is the sic
gan you read in the governments eS
tensive advertising.
Advertising has loosed the purs
strings of the nation, has sold billion
Of dollars worth of Liberty bonds an
War Savings stamps, has filed the col
fers of the Red Cross, Knights OF c.
lumbus, Y. NJ. G. A., and Salvatio
Army, has sent smileage books to thou
sands of our boys, has knocked tn
prop from propaganda inspired b
spies and enemy aliens.
Advertising has provided ship worl
ers, has helped to equalize the labC
situation.
You have been informed what it
!, your duty to do by these governmer
I advertisements. You have been so II
formed at a cost which is infinitesim;
) compared with what would have bee
the expense had the government bee
compelled to send representatives
tell you in person all these things.
Victory hinges upon c~onservatio
e Conservation Of human effort ranl
foremost. Because advertising Is IL
s conservation way to inform and b
come informed, 1t Is the victory wa
That is why the slogan is "Advertisir
TO Victory"
n Read advertisements-today mo
e than ever before.