New Britain herald., 1919-11-14
ADVERTISING PAYS,
 STOCKDALE ASSERTS
CriticiZes System Used by Local
 Retailers

Frank StOCkdalC the retail special 1 lSt GaVe inc sixth talk to tho busin css men of New Britain on proper store merchandising last night at the Chanl~ per Of Commerce rooms. The keynote of the lecture Wus that New Britain merchants could not camp here in the city and meet the enemies ron'- petition in ndrcrtisn& without an "qu" advor1isjn4 huttc:N in OUT local papers. Advertising K long range ~ellin- uimcd at groups rather than Individuals and must N" SO analysed. IL is ;4 burrueo pu1 down before the crrcnlV iu Ortrr to keep CONipetlt lOl1 back and ICt thc people see what 4>cW Br!tuDn HI"rrilHnt" have! II inc near hl cities, have lhc bH!@V on u% it's l because ihrN have the artillery. New Britain mnrchunt%--it'% up 10 you to
 get the artillery ard get il uuick. Your artillery supports your mfantrNmcn
 just 70 docs your advertising support Nour Nalespropi". After all it's your sales farrr that have got 10 put i1 over SalrtpCoplu should be coached for @ny s;uc---hhoull know the goods rcatu}n nd and Should know the plan of thu ndvcr(i*iu& cHort, hc said.
 The focus of retail business #nun'd
 
 general fault in ndEcrt isinG is th"
 many general assertions made. Jhl$ i& nll wrong S&l! IhronGh advertising
 just aS you do over the counter. "ThAfS
 real >cliia&" Mr. sNorkda!r stated.
 "St,lI and udN crtisc specific thin@S and
 results witt surely foiloW," he added. Mr. %torkdnlc showed now to Hnd out what to concentrate on and how
 to find material for new advertising
 every day in the week. One should select groups of merchandise which arc selling we'll and then write his advertisement.
 "Is there any store reaching out into New Britain from outside that doesn't advertise hcrc?" Mr. Stockdalc asked. Several local merchants stated that very few Hartford merchants that do not advertise in local papers get any business from local people.
 Mr. Stockdale explained that advCr- tising is what New Britain mcrcha nt $ arc sadly in need of and they hay" got to fight Hartford advertising and
 unless they do fight there will hC1 no
 big development in this city. He also
 explained that if New Britain retail merchants advertised freely outside
 stores would not advertise hero and their grasp on smaller cities and towns
 would weaken, leaving this territory open for the local merchants only. He asserted that most advertisers have d chill every Friday and fill up the local papers with their advertisc-
 ments for fear they will not have a good day Saturday. This is wrong, he explained. The advertisers should not advertise greatly Friday because business is bound to be good on Sat
 nrday and the advertisem ent is only adding to the expenses. ''I will guar antce good day Saturday to any New Britain merchant if no ad is used on Friday" MT. Stockdalc stated. In conclusion he urged the retail mcr- chants not to advertise Friday. He said inc proper days to advertise are Tuesdays, Thursdays and Saturdays
 He told the merchants to advertise in the window Saturday and not in
 the paper Friday.
 This years advertisements may not
 bring results until next year but ad-
 Vcrtising very seldom fails, he assert
 ed The Hartford stores are getting
 business from New Britain stores be-
 cause they advertise day after day. The Hartford stores whose delivery trucks come to this city are the stores that advertise continually in local pa 
 perS, he said.
 'You know" said Mr. StOclldalc, "that if you tell d person a. certain thing often enough, he will eventually determine to find out for himself. You perhaps know the story of the White man and thC Indian. \ white man told an Indian that feathers make a 1 soft bed, but the Indian did not be- lieVe~it. Finally he heard it so often 1 and from so many people that he de- ! tcrmined to find out, so he took the 1 feathers that extended from his head ! to his mOccasins, and scattered them ! on. the ground and. rolling himself in : his blanket tried to sleep on the l feathers, but spent a restless night. ! Those few feathers that the Indian ] spread on the ground are those Fri j day night advertisements of yours ! They are a few, scattered. stiff quilled i feathers. Had the Indian spread carefully. enough feathers, you know l he would have had a soft bed. The | thing for merchants to do iS to start 1 small. adding feather to feather. and ! some day you will have nice busi' | ness in which really rcS1