The Daily Ardmoreite. [volume] (Ardmore, Okla.) 1893-current, 1921-06-16

public is rightfully expecting
4 its every dollar to do double
duty, this publication feels
that it can render no more construc-
tive service to its readers tnan to in
telligently and sincerely point out
the possibilities of advertising as re-
lated to the needs and opportunities
of every home.
Advertising costs money, Of course,
and there must be some easily un-
derstood explanation why II is an in
vestment and not an expense-why it
decreases rather than adds to the cost
of merchandise.
Intelligent advertising describes de-
srable merchandise in an attractive
manner, quotes a reasonable price
and points the way to the door of
the man who has it for sale.
It speaks persuasively to thousands
of interested readers every day
II creates six big selling days for
the advertising merchant where there
used to be only one or two. This
throws an increased demand back
upon the manufactures, and general
prosperity follows.
It transforms empty stores into
busy markets Of trade and makes
room for new stores. II makes
shopping districts great retail cen
/ ters. 1t banishes the enormous
waste resulting from unused facili-
ties, such as floor space, light, heat
and idle clerks.
1t makes merchandise sell faster,
thereby enabling the advertised
merchant to transact large busi-
ness on a smaller percentage oil
profit
It enables him TO turn over his
stock" several times oftener dur
ing the year than does the non'adver-
tising dealer. with comparatively lit
tie additional selling expense.
a press dispatch from Cambridge
Mass, says:
"The Bureau Of Business Re-
search established several years
ago at Harvard University has
issued bulletin which deals
with the cost or retailing shoes.
Field agents have sent in re-
ports Of the investigation of
more than iSO shoe stores in
various parts of the country.
Among other things, the bureau
asserts that it has found gross
profit ranges from 20 to 40 per
cent of the net selling price, and
that operating expense ranges
from is to S5 per cent Of the net
selling price, which means that
some stores are nearly twice as
efficient as others.
stores that turn over their
stock only once u year and 9TH
ers turning their stocks four
times We're encountered by the
investigators, who declared that
millions Of capital could be re-
leased from investment In mer'
chandse. II the retailer increased
his stock turns
more stock turns It Is de-
olared, means an increase In net
profit without Gny raising OF
price O pair"
and advertising turns owe
stocks" thereby increasing the ne
profits OF q business and OF the sam
timo making lower selling prices poi
s.blo TO you-tho public.
That ls, manufacturers who hav
Toods 10 sell 70 thu retailer. and
Retailers who havo goods TO 80
to tho paei.e-
cnnnos w.ac;y 90 wishou. ndve
Using,
Fer tho frat Il eroatos dlstrib
tion,
For tho secend Il provides GU
toners, and--
By cumulative offec, works Ito,
into force which rrahes 1t Il
most wonderful agent OF eoonon
for both reader and advertiser IN
has ever been developed,
And because ihIa Ia true eve
man and every weman pnxIeus
assist in the readiustment of prie
and business conditions eheuld re-
advertising eiesely and constantly,