The Bourbon news. [volume] (Paris, Ky.) 1895-19??, 1919-07-18

BUSINESS DOCTOR" ENTER
TAINS PARIS MERCHANTS
AT ALAMO.

MT. Il. II. Kennedy, of the National
Cash Register Company, at Dayton,
Ohio, who has become known in the
business world as the Doctor of
Business" delivered an inspiring
and educational address to the mer-
chants, business men and clerks Of
Paris at the Alamo Theatre, Wednes-
day night. The talk was accountant
ed by lantern slides, and a movie
picture, entitled "The Troubles of a
Merchant, and How To Overcome
Them" His talk and the pictures
showed very plainly why so many
business men do not make money out
of their business that they ought to
get out of the capital invested.
Primarily the lectures and the
pictures are an educational advertise
ment for the National Cash Register
Company, and mighty good advertis-
ing, at that. But it is we'll worth the
time of any man who is in business
to hear Mr.. Kennedy and see the
picture, for it presents a striking
lesson in modern systematic business
principles, without which no business
is going to get along in these days.
The Alamo was comfortably filled
with business men and their associ-
ates Wednesday night, and they all
admitted at the close of the "show"
that they had been we'll rewarded for
/ the time they had spent there.
During his talk Mr.. Kennedy re-
ferred to newspaper advertising and
told the local business men some
! things that they ought to heed just
as much in this connection, as along
the lines of his lecture. He had a
clear, concise method of telling his
story, and no one could fail to grasp
even the smallest detail. He said in
part:
II believe that 1 am safe in saying
that ten merchants have failed be-
cause they advertised too little to
every one that failed because he ad-
vertised too much. Certainly many
stores have remained small due to
this neglect. Dunn e. Co. report that
|eighty-one per cent. of the retail
grocers who failed in 1918 were men
who did not advertise in the local
papers. And about the same proper
| lions are found in other lines.
| advertising is simply way OF
telling possible purchasers about the
goods you have for sale. Simple
words and direct statements should,
| therefore, be Used in preparing the
| advertisements. Big words and in
volved sentences will not be read.
The purchasing public doesn't care
how we'll educated you are. 1t
simply wants to know what you have
to sell, it's quality and the price.
"Your advertising is your store
news. If you haven't any, make some.
A new line of goods. Cut prices on
goods you want to turn over. It's
easy enough to get the news if you
Iyou will only watch for the opportu-
mites. Don't spend few dollars in
advertising and then say "Advertis-
ing doesn't pay Advertising does
pay. as has been attested by thous-
ands of merchants who have become
successful through it's use. Make II
a part of the continuous policy OF
your store, and you will not be dis,
appointed, and you will always find
that the greatest and most reliable
and the most far-reaching advertising
medium in the world to-day is the
lnewspaper. Patronize you local pa
pers, and you will be astonished al
the results if you use wisdom ano
good judgment in your advertising
Ischemes.
Select your advertising medium
carefully. It's advertising value de-
ponds to a certain extent upon tht
goods you sell and the conditions un
der which you sell them. Except fol
the small store serving a district o.
a large city, more people can bt
reached oftener and at less expense
through the medium of well-placet
ads in the newspapers than in an!
other way. The merchant who is no
using them is missing an opportu
nifty"
This lecture and picture were
compiled at great effort and expens'
by the National Cash Register PEG
ME. and showed the right and wront
way to build up business on busl
ness principles. The lecture wa
lengthy, but not dull for a minute
Mr.. Kennedy was frequently inter
rupted with applause, and many o
his apt remarks and illustration
went home to the listeners. His dis
course on the value of and necesslt!
for continued and judicious advertls
ing was plain and truthful and n
we'll stated that honest and system
attic advertising, with honest prlce
and conduct of business, were tn
foundation stones of successful bus
; mess. The lecture was helpful e
, everyone who attended it and tn
: l-,orobopt huciuesS man or clerk WIN