The Wolf Point herald. (Wolf Point, Mont.) 1913-1940, 1920-01-29

wouldn't think what the cost Of the
other she'll was. You would fire botf
barrels" Let's give them both bar
rels.
Some one then asked:
"At the present time In the city Of
Dubuque, the merchants are doing 8
certain mount of business. The
largest stores that do the most adver
Using are doing the largest business
The smaller stores that are doing lit
tie or no advertising are not doing
as large a business. If these smaller
stores increase their advertising space.
which would increase their business,
would 1t not affect the stores that are
now the largest advertisers? Would
their business not be affected II the
smaller stores increased their adyer-
Using? That is, would they not take
their increased business from the
larger stores? And II this were true,
would 1t decrease the sales In some Of
the %stores2"
/ am glad you asked that question.
1t was one that was brought up be-
fore. l was going to st. Louis in May.
When W. got out Of Waterloo several
young merchants got On the train and
they were talking about going to a
chamber Of N meeting. u of
them said: 81 would like to hear that
fellow, Mann. l want to hear and
meet him." / overheard the conver
sation, stepped ove and said: you
can meet him right now" l went back
and got this bunch of stuff. Talked
along that line. I 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, a
good town. 1t is the third town of the
state. They have a merchants organi-
zation in that town. They nave 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 Ii
nailed down. At a meeting of their
organization one a got up and said:
whats the use? II we don't any of
us advertise, we will do the same
business. What's the use of adver-
tising?" So they didn't. | 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.
/ was telling this man about that.
There was a gentleman sitting over
on the end of the settee. 1t was in the
smoking car. He kept looking at me,
smiling once in a while. | noticed him.
1 couldn't just get him. Mighty clever
looking fellow, well dressed. After
the other gentleman left, he came over
and said: MIR. Mann, you have the
right idea and method in going after
mail order business. | was considera-
bly, amused about the story you were
telling. Do you know what happened
to that town out there? | am Bellies
Hess. representative. and that Is my
business-to find out the best place to
place our advertising. | 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 $500, 900 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 flood
ed with out-of-town advertising. A lot
of people don't believe it, but adver-
Using creates business. Dc you notice
the government advertising businessi
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 will! Same way with
merchandise. Just stop advertising
and see what will happen. The whole
thing will stop.
We need in this country al the pres
ent time a campaign of education all
over the country along this line.
l know it is a fact that a great many
men believe as Gospel truth that the
packers, the operators of flour
mills and other advertisers. are spend
ing their money for the Saturday
Evening Post to keep 1t from attack
.rg them and exposing them as rob-
1ers and thieves. If the mills would
AXE off their travelling men. quit news
paper advertising, take down their
3%illboards, in two years the Crosby
Mills would close their doors. I was
alking to Mr.. John Crosby of Mime
lpolis on this subject. | made the :
;ame statement to him and he replied
Well, you are probably making 1t :.
pretty strong, but there wouldn't be !
very many mills running If we didn't {
lse every method we know to keep
his stuff going right from the mill :
o the business place. There would be !.
to it." | believe that the !,
.reat packers in advertising have ere !.
ted a wonderful demand, and I don't .
elieve that the attacks on the pack
rs are just. Those men have used e
II their energy and effort not only
0 market that stuff In the United !,
states, but all over the world. .
Advertising Costs Nothing. 9
Does advertising increase or de- f