Evening times-Republican. [volume] (Marshalltown, Iowa) 1890-1923, 1919-02-27

the speaker said II depended entireiy
on conditions. The most successrui
4 advertisers, he continued, adopt sew
eral methods Of reaching the public.
He said II had often been said by
merchants that the big . and 10 cent
chain stores did not advertise, This
he declared untrue, They advertise by
paying big rent. They seek the busi-
est spot OF the principal street, next
to the big stores that do advertise
into the shadow of the stores that puS
newspaper space.
Advertising brings trade to town.
| There are always merchants. he said
who "yell about the big advertising OF
some of the home merchants" and he
| asked. what would you little fellows
who don't believe in advertising do
without the big fellow who keeps your
| town on the map"
Should Double in Size.
Marshalltown in a retail business
way is about half the size 1t should be,
| Stockkdale told his audience. This Is
"A great trade territory. he declared
and there is room for a town as big
again on the site where Marshalltown
stands"
Don't be afraid of the man who
comes here and does big business he
said. He Is building up the business
of the town and helping to build up
your business. Marshalltown is not u
| $1,000 class town. II is much bigger,
The farms are thcN factories Of Mar
shalltown and the territory tributary
| to the business of Marshalltown is a
part of Marshalltown. A town is as
big as its trade territory" ~
Advertising EauaIizes Business.
Retail advertising is less than 30 per
cent efficient, he added, vet it is
proved that advertising is a payins
investment. This fact, he continued,
is the biggest proof Of the value of
advertising.
Advertising does three lhings-sells
more goods, sells goods quicker and
equalizes business. The retail mer-
chants as a rule. however, use 1t to
unequalize business.
| Mr. Stockdale drew chart of the
weeks business of an average retail
store, showing 100 per cent sales on
aturday. with other days of the week
at the average, or either above or be-
low the 80 per cent point.
Most retail merchants he said
advertise on Thursday and Friday tc
increase their sales on Saturday WheN
they already have all they can handle
You keep big force of clerks with
out enough for them 10 do to Keep
busy five days in the week that you
may take care Of Saturdays business
Advertising can pay for itself WIN
out selling dollars worth OF goods
| by equalizing trade
II was pointed out that III the dull
sea sons Of the year the merchants
very judicially increased their adVer-
Using to increase their business. yet
they fail to advertise to increase bust
ness on the dull days Of the week ana
attempt to increase their sales on the
dav when they have more business
than they should attempt to handle
If the Saturday business was cut down
| IN ner cent. Stockdale remarked. the
tendency toward cqualizing business
would pay the advertising blIIs.
Educate the Buyers.
| Saturday trade is habit II can NJ
cured only by education. and the fher-
chants only effective means OF carry
ing on educational propaSanda Is
thru advertising. The merchants nave
made the public buy furs in August
by educational advertising. In IKE
manner can the public he taught 70
trade on some day other than Satur-
day. The merchant may expect thru
advertising to sell goods. gain good
will and equalize business.
Again the speaker drove home the
point. advertising is a system OF edu-
cation" and it must be pursued Tor
the public has a short memory.
Advertising keeps ideas before the
peopIe." said Stockdale in conclusion