The Carlisle independent., 1920-05-20
MIR. BUSINESS MAN-USE YOUR
 HOME TOWN PAPER

HcME ION \ PAPER
 A slick guy with smooth line of talk, greased hair, pressed pants and 3 big card printed in three colors seems to be ali excellent combination to separate business houses from three to ten dollars for box space on a pastehoard card after the afore slick guy tells you is ad- Don't believe it. It's char ity. He has no interest in your con- munity or your business. His sole. and only interest is your money and you will find him perfectly willing 70 add one lie to another to enlist your interest for he will not see you again after he has cleaned up on your town and taken the train out.
 Sometimes it is thingamajig that he is going to hang on every telephone in the county sometimes it is hotel directory and other times it may be some new Wallingford folderol that will gain the attention of even the more conservative business men. They have an excellent line of talk, these fellows. They have to have for that is what they live on. Ever hear of 9 business man who had to en- large his store or Of town that dou- bled it's trade territory as result of this kind of advertising. I never did and I do not believe that one of the slick guys did either
 But 1 know of several towns that have had their phenomenal progress and of thousands of others that are being boosted as a result of advertis- ing through the home paper. And they keep right on boosting whether you advertise in it or not Did you ever stop to think of the number of editors of home town papers that are giving their life's work to printing the interesting things and everyday happenings that binds the community spirit and interest and creates a spir- it of loyalty and devotion to the home town that holds support and brings business to your doors. And that fool editor keeps right on doing it whether you put your advertisement in the paper or not.
 Why? Because it is his business to grind out paper that people want to read. And they read it whether your ad appears or net. If your ad is not there, they will read some one else's ad.
 Got all the business you can han dle-don't- need to advertise? Don't fool yourself. One of the big packing companies spends S500,000.O0 a year just to keep it's name before the pub- lie. They have more business than they can handle now but they know that if they withdraw their advertis- ing that it would not be long until they had less than they could hafi- die. All of which is by way of en- dorsing little item that appeared in the Cotton Plant Democrat a short time ago.
 "A real slick pull the cork under advertising slicker was in the city Monday working a church directory scheme" says the editor of the Cot ton Plant Democrat. ''The last we saw of him, he wanted sheet of red cardboard to map out state hotel directory on. He said that it was a little hard to get started here, but after he got the bank and few oth- CTS, the rest of them were easy. He had us figure on the printing but said our price was too high although he admitted that our price was about right. He said he was going to take the work over into another county where there were eight papers, all starving to death and did work cheap. When schemer of this kind comes along, using the churches, both white and colored to promote his schemes, it is time for the business man to call halt"
 The interesting thing in this item is that the editor was not 'beefing" about not getting the advertising himself. He probably has not got all the advertising he could take care of either If the business man want ed to waste their advertising funds on game as old as the gold brick 0AAA tiiACC SelAo llOltC k6IIIC, IlS IS willing to let them live and learn but he does not want to see his churches swindled.
 x Human nature is complex, puz- zling thing after all. That editor of the Cotton Plant Democrat would be branded by his home town people as traitor to his community if he if he bought clothing and groceries of a mail order house and did his banking in another town. And yet, the slick guy who calls his pretty cards advertising fills them up from top to bottom. And the editor uses only bit of his space to make men tion of the fact in a patient sort of way and keeps on boosting the town.