The Brinkley argus., 1920-01-29

the gross sales for advertising, you are losing wonderful opportunity Mir. Hart said to me last week in Chi cago: Don't spend less than pey cent. If you went out shooting ducks and had a double barrel shotgun. you wouldn't think what the cost of thr other shell was. Ton would fire both barrels" Lets give them both bar rels.
 Some one then asked:
 "At the present time in the city of Dubuque, the merchants are doing 3 certain amount of business The largest stores that do the most ,dvpr Using are doing the largest business The smaller stores that are doing lii tie or no advertising are not doine as large q business. If these smalIei stores increase their advertising space which would increase their business. would It not affect the stores that are now the largest advertisers? Would their business not be affected if the smaller stores increased their adver- Using? That Is, would they not take
 
 larger stores? And if this were true. would it decrease the sales in some of the stores?'
 am glad you asked that question. It was one that was brought up be- fore. I was going to St. Louis in May. When we got out of Waterloo several young merchants got on the train and they were talking about going to chamber of commerce meeting. One of them said: q would like to hear that meet him." l overheard the conver- sation, stepped over and said: You can meet him right now" I went back and got this bunch of stuff. Talked along that line. l was showing my method and telling him about mail or der houses. One of the boys asked me identically the same question.
 There is a town out in our state, good town. It is the third town of the state. They have merchants organi- zation in that town. They have such a close organization that a penny store or Woolworth couldn't get into that town unless the community In that town said so. They have control of all the property. They don't allow anything in there because they have it nailed down. At a meeting of their organization one man got up and said !: What's the use? If we don't any of us advertise, we will do the same business. Whats the use of adver tising?" So they didn't. I happened to be in that town walked around it; went to the newspaper office and looked over the files. There was some thing wrong somewhere. I found out. I was telling this man about that There was a gentleman sitting over on the end of the settee It was In the smoking car He kept looking at me, smiling once in a while. I noticed him. I couldn't just get him. Mighty clever looking fellow, well dressed. After the other gentleman left, he came over and said: "Mr Mann, you have the right idea and method in going after mail order business. I was considera- bly, amused about the story you were telling. Do you know what happened to that town out there? I am Belles- Hess, representative, and that is my business-to find out the best place to place our advertising. l found out the condition of that town, and put In four solid carloads of my catalogues and we just simply cleaned that territory with ready-to-wear business, and we sold $400,000 in North Dakota" That is just the idea, if you don't advertise. don't forget there are many who are willing to advertise outside of this town. These people were being food ed with out-of-town advertising. A lot of people don't believe 1t, but adver- Using creates business. Do you notice the government advertising business? They sent out word to everybody to advertise to create business. Perhaps you think people won't eat more. You just tempt them along with nice stuff and they sure wi Same way with merchandise. Just stop advertising and see what will happen. The whole thing will stop.
 W G AEGQ III lhAo NOuhLAy ab NAE BlSe- ent time a campaign of education all over the country along this line. In our state, we are getting q campaign of education along certain lines and we need 1t along other lines.
 know 1t is fact that a great many men believe as Gospel truth that the great packers, the operators of flour mills and other advertisers. are spend ing their money for the Saturday Evening Post to keep 1t from attack Ing them and exposing them as rob- bers and thieves. If the mills would take off their travelling men, quit news paper advertising, take down their billboards. in two years the Crosby Mills would close their doors. I was talking to Mir. John Crosby of Mime apolis on this subject. l made the