The Washington times. [volume] (Washington [D.C.]) 1902-1939, 1921-07-14

" k-x2 themselves, are
not acting on
the assumption
that there will
be an early revival. but are acting In
way that tends to destroy conf
dence.
Straws can show how the wind
blows. The number Of companies and
firms that have notified publishers OF
their decision not to use this fall ad-
vertising space which had been con-
tracted for is disconcerting and omin-
Gus.
Cancellation of summer advertising
schedules was INDUCED in hastily
when the panic swept over the busi-
ness world months ago. Now, how
ever, cancellation Of falls schedules 10
being deliberately perpetrated.
In this column repeated examples
have been given of concerns that
have gone out with redoubled deter
mination to do a large volume OF
business and have succeeded beyond
all expectations.
They went after success and got IT.
Many others-most others-have su-
pinely concluded that II was useless
to try to push business. and they.
too, have had their expectations more
than fulfilled.
A True Story.
Here's another true story which
should prove profitable to many
business men at this stage.
Chairman Lasker, Of the United
States Shipping Board, one of the
most noted advertising experts In
America. issued instructions to sus-
pend advertising Of the sailtpgs OF
certain passenger ships until thor
ough investigation of the results
could be conducted.
THE ink on this order" IL 10 re-
corded. was hardly dry before tsle-
gram was received from the United
States Mail Steamship Company
stating that it had just booked pas
sage for $50 members of the Amer
lean Legion, as a result of the Ship
ping Boards advertising. As a result,
tho United States Mail Steamship
Company will receive practically $685.
900, and It comes from a single ad-
vertisement."
Showing White Feather.
Selling forces Are also being allowed
to disintegrxte. Manifestly many ex-
ecutives are showing the white feather.
They have lost courage entirely. They
are not even getting their organiza-
lions into shape for handling active
business in the fall.
Now, let enough executives. les
enough corporations, let enough COM
panies, let enough firms adopt this
depressing policy. and depression We
shall have. II we invite 1t, 1t will
come.
This actual incident we'll illustrates
present-day conditions. A golf novice
was taken out for game by two
good players.
When they came to a place where
the ball had to be driven over pond
to reach the hole the novice noticed
that first one and then the other good
player dipped into his bag for an old
ball, one that would float. The first
player drove straight into the pond.
So did the second. The novice took
out brand-new ball, not noater.
teed up, swung vigorously, and the ball
easily cleared the pond
They prepared for failure. 1 pre-
pared for success. And each Of us
got what he prepared for" relates the
novice.
Any TOOL was aDie 10 make money
in business during the war boom.
when everything kept soaring and
soaring In price. The market value
Of goods increased practically daily.
Sellers didn't have to spend a dollar
or an hour In finding buyers.
Today II Is different. The fools
have gone and are going to the wall.
1t takes skill, experience and back
bone to operate a business SUCCESS
fully during these mettle-testing days.
Those who have allowed cowardice 70
take possession Of them ere steadily
going behind, and, II they manage to
survive until the turn comes, they
will find themselves left badly In the
lurch.
Virtually every element which goes
to make up prosperity Is either al.
ready with US, or IL on the way
every element except one.
Without this element prosperity
will not develop. Instead. we would
invite very much ~'orse times
than those we have already passed
through.
This all-essentisl element In
COURAGE.
(Copyright, 1921. by b. c. rsrbea)