The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1920-11-29
NO TIME FOR HESITATION.

many were afraid of general col
lapse in business, but the government
began an immediate campaign for cree
ating a spirit of optimism. 1t urged
business men without regard to imme-
date results to begin broad and
comprehensive campaign of advertis-
ing. In the language of the day, it
suggested that in this way business
men could "selr' prosperity to the
American people. The advice was
needed. The power or selling" pros
rerity thru great advertising cam
raigns was never before so thoroly
demonstrated. Within a few months
this - advertising campaign had
changed the whole complexion of the
situation, and the preaching of pros
perity thru advertising created pros
perity everywhere.
Suddenly we changed from q state
of war work to peace, and yet by the
power of advertising there was no let
down, and business quickly adjusted
itself to the new conditions and the
song of optimism was heard turnout
the advertising columns of every pa
per in the land. Business men, who
had never advertised except in a very
small way became conspicuous leaders
in big advertising campaigns. Con-
Germs which had advertised for years
largely increased their advertising ex-
penses. They found that the outlay
thus made was effective not only in
their own business but in broadening
the prosperity OF the country.
This Astounding prosperity has re-
ceived a temporary check as the re-
suit of curtailment of credit and a
decline in prices. Again advertising
must come to the rescue. The people
of the country may well take courage
and go forward with assurance that
the boundless resources of this favored
land furnish the foundation on which
to build a greater prosperity than we
have ever known. But this prosperity
cannot be created over night unless
the spirit of optimism spreads abroad
thru the land. Men must talk opti-
misticaliy; they must think optimisti-
cally; they must act optimistically;
they must advertise optfmistically,
knowing that a spirit of optimism
thus spread abroad will drive out the
fears of the present and quicken the
courage Of the people.
The decline in the cost of mater
ials for buildings, for highways and
other work. and the larger supply of
labor that is now becoming available.
says the Manufacturers Record,
should stimulate quick action by those
who are planning any form of con-
struction activity. There are many
building supply people and other ham
dlers of raw materials who have been
pressed by the banks to the point
where they must lessen the load
which they have been carrying. Many
opportunities are thus afforded for
bargain hunters in materials, and the
bargain hunters should be on the
| lookout, as sharply as are the women
in these days of bargain hunting.
where drygoods stores meeting the
same financial position and cutting
their prices right and left in order to
! find quick buyers. Many material
men will be doing the same thing. The
wise buyers will get many bargains
while the opportunity offers, and
those who are contemplating building
work or road work ought now to be
able to find opportunities more than
matching the saving to be effected by
the reduction in prices which women
are finding in the bargain offers of de-
partment stores in every part of the
country. These stores are selling, not
so much because they lack faith in the
intrinsic value of their goods. but be-
cause enforced deflation has limited
credit and has made it necessary to
sell for the best price that they can
get. They have determined to face
their loss as best they can.
| While circumstances have brought
about the closing of some plants,
throwing out of employment many
people. there is yet vast amount of
work under way. and new work that
is being taken up gives promise of
materially helping to revive business
] activity and stimulate construction
work and the employrnent of labor