The Mt. Sterling advocate. (Mt. Sterling, Ky.) 1890-current, 1921-06-07


was slow, irregular, unprogres-
sive, because everything depend
ed upon the boat. and no one knew
when boat would get in.
On the other hand the railroad
towns were wide awake, clocks were
in every home, and life went forward
with present-time regularity-all be-
cause the scheduled arrival and de-
parture of trains set standard to
which the entire town concerned.
The railroad brought progressive
ness, made the population, Of neces-
sity, regulate their time by the tick
ing of the clock. The railroad also
brought the town close to the outside
world, and the outside world and its
products closer to the town.
Before the advent of the railroad
the business man had little or no
competition. People accepted what
ever the merchant had to offer, and
the merchant, provided he kept his
store clean and was behind the
counter to tend to customers, was
considered a one hundred per cent
business man.
But, after the advent of the rail-
road a great change took place. The
man who conducted business in the
same old way ceased to be a business
man of one hundred per cent per-
ception, and became business man
Of ninety nine per cent perception.
The missing one per cent was
Advertising!
Modern advertising is simply one
per cent Of business; but how i'm
portant is that one per cent?
1t may be likened to the Keystone
upon which the entire arch depends.
The roof of a building is only one
per cent of that building-the foun
dation may be built solidly, the walls
may be built in strict accordance
with. the rules of architecture, the
decorations and fittings may be of
the finest-but if the roof be not
placed on the building-the one per
cent-everything within that build
ing is doomed to ruin.
And so with the building of bus
iness-if the advertising, the one per
cent, is omitted or is faulty in any
way, the business is doomed to fail
ure before it starts.
Advertising thus becomes a bust
ness builder, because it is a buyer
guarantee, and readers of good ad-
vertising find it as profitable to them
as it is to the 100 per cent merchant
and manufacturer who use it.
These 100 per cent business men
do not attempt to save money by
cutting out advertising, because they
know that would be like the man
"who stops the clock to save time"
and you, the customer, will not at
tempt to spend your money without
first reading advertising, if you want
to make every buying dollar do its
full duty.
The money which the merchant
and manufacturer spend for adver-
Using is money saved for themselves
and for their customers. For them it
means their names and the names Of
their goods on the lips of millions
of people, hence increased volume Of
sales; and for the customer lower
prices and better quality of mer-
chandise.
Buyers of 100 per cent perception,
therefore, NEE tbusiness men of 100
per cent perception more than half
way-and thus are both advertisers
and readers Of advertising benefited.
Yes, it pays to advertise-every
successful business man admits it.
And it pays to read Advertising
continuously and carefully. Every
man and woman who makes a prac-
tice of following its buying sugges-
tons from day to day admits it
gratefully.