Americus times-recorder. [volume] (Americus, Ga.) 1891-current, 1919-09-24

meeting with but one question in re-
lation to this work, and that is, Does
truthful advertising pay In the cash
drawer?' and the answer is an en-
phatic affirmative. That has been
proved over and over, through,actual
experience.
IF you can give me the name of
single liar who has made a success
in business" he sad. II will name
you hundred truthful men who have
succeeded in a bigger way, because
they were truthful"
The speaker showed that truth in
advertising paid the advertiser, the
advertising manager, the advertising
agent and the newspaper or other ad-
vertising medium. As to advertis-
ing mediums, he said:
And now as to the mediums. All
advertising is based on reader conf
dence. Reader confidence is the very
reason for advertising. Without il
there would be no advertising, and
as the degree of reader confidence
rises or falls, so does the value of !
publication as an advertising medium
rise and fall, and by mediums l don't
mean publications alone. Every crook
who resorts to direct mail methods to
reach the public, is gnawing at the
very vitals of advertising. The man
who writes a letter to an unknown
addressing him as Dear Mr.. So and
&c." and telling him that by reason
of the writer's personal interest in
him he is offered, an opportunity
which otherwise would not have come
to him, has decreased that readers
confidence in the printed word am
has done advertising harm which
it will have difficulty in overcoming
Strikes Blow at Advertising.
''The publication that prints a low
vile, loathsome piece of medical ad
vertising copy upon which some af
ficted individual will rely until thu
time when possible relief from SOM
competent physician has passed, ha
struck a blow from which all legiti
mate advertising will suffer there
after.
"The publication which accept
questionable financial copy by whicI
its readers are induced to invest il
Fly-By-Night' stocks can never re
cover the ground lost. 1t affects no
only the afflicted individual or tn
man who loses money, but the fact
spread by word of mouth through tn
warnings the victims issue like tn
ripples which go out from a ston'
thrown into placid water.
why should a publication carr.
untruthful copy? Reader confidence
is all it has to sell. Circulation with
out reader confidence is liabilit!
If you cannot maintain the public be
lief in advertising, it certainly seem
clear that you cannot continue t,
carry advertising, and as that belle
rises or falls, so does the volume O.
your space rise or fall, and so SHOULD
the price which you get for you
space rise or fall,
Advertisers Want Good Company.
"rhe publication which thinks there
is limitation to the amount to b.
charged for its space is walking il
the dark. You can charge just as
much for your space as that space i
worth, and no more. The burden
however, of making it more valuable
is upon your shoulders. The theatel
that charges So for it's seats certain
ly would not care to have it known
that the show was patronized by the
'tenderloin.' The hotel which desire
to entertain a better class of people
as its guests maintains a force tt
keep it's property above suspicion.
$50 the publication which desire
to sell it's space to legitimate adver
Users must sooner or later begin t.
censor it's columns. Reader conf
dence, its biggest asset, will make it
space more valuable.
"When you are able to say to the
advertiser, we think more of the
good will we have built and main
tanned for you than we do of tn,
money you have paid us" you hav,
put your publication on a foundation
which will pay you in the casl
drawer"