The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1920-02-20
TRUTHS ABOUT ADVERTISING

Persistent advertising is like the
proverbial snow ball, the longer it
keeps going the more certain it is to
develop into something that people
must see.-Fourth Estate.
advertising. must now be classed
with editorial and news matter as a
force for creating an informed public
opinion"
Truthful advertising will sell any
honest product--and other kinds of
products should not be made, adver-
tised or sold at ALL"
Advertising pays, if you advertise
something worth the price, and that
people want. Our merchants believe
in their standard, high grade goods
and are not ashamed to tell about
them. Look over our advertising mat
ter and you will see that our AL
ton dealers have lots Of pep and
energy, and are not ashamed of their
bargains. People subscribe for the
home newspaper, and they expect to
see it filled up with good. newsy,
snappy ads. They hunt through the
paper for advertising that tells Of
good, everyday, substantial bargains.
The readers read the ads that have
something worth reading.
The business man who believes that
advertising does not pay is a back
number and not entitled to your trade
He has no inducements to offer, or he
would make them known through the
columns Of the local paper Progress
sive men use printers ink.
Advertising does not jerk; it pulls.
1t begins very gently at first, but the
pull is steady. 1t increases day by
day and year by year until it exerts
an Irresistible power.
Mr.. Van Camp, the baked-bean man,
put it right when asked what kind ST
advertising is most fruitful, he re-
piled that he could not tell, but that
what he did know was that when he
advertised he got the bushes, and
when he didn't advertise he didn't get
it, and he proposed to keep on adver-
Using.
"Did you observe" said a merchant
to customer, "the handsome advar-
tisement / have had painted on the
railing of the bridge? ?" mo" replied
the customer, "but if you will send the
bridge around to my house | will try
to read the announcement. | read the
papers and | haven't time to run
around from place to place to read the
billboards"
A great banker says about advcr-
Using: Business that pays due re-
gard to proper use of advertising is a
safer investment TALL other factors
considered), than a business that ig-
Eorcs advertising"
To the person who does not read the
ads in the newspapers, let us suggest
that you begin doing it, says an ex-
change. The news Of special sale at
the store or the arrival Of car of hog
feed, the message of an auto dealer,
or one about groceries, guns, or GIN
let's, clothing, carpets or capsules;
these things are real news, looked at
in the right way. And not only that
they are things which save you
enough in the long run to make you
glad that you took our advice and
read all the ads You had chance.
No business man Ia any town should
allow a newspaper published in his
town to go without his name and bus
mess being mentioned somewhere in
its columns. This applies to all kinds
of business-general stores, dry goods,
groceries, furniture dealers, manufac-
turing establishments, automobile
dealers, mechanics, professional men,
and in fact all classes of business
men, This does not mean that they
should have a whole or half or even
quarter page ad in every issue of the
paper, but your name and business
should be mentioned if you do not use
more than a two-lne space. A strang-
er picking up newspaper should be
able to tell just what business is rep
resented in a town by looking at the
business mentioned in the paper. This
is the best possible town advertiser.
The man who does not advertise his
business does an injutice to himself
and his town. He is the man who ex-
poets the newspaper to do the most
free boosting for his town. The man
who insists on sharing the business
that comes to town but refuses to
advertise his business is not valuable
man. The life of any town depends
upon the live, wide awake and liberal
advertising business men, Enter
prise, Alton, Kans.