The daily banner. (Cambridge, Md.) 1897-2008, 1921-03-01
advertising
Cut Prices
You Pay
SAVING ON SHOES
DOUBLE DUTY DOLLARS
LAZY CLERKS HATE 1T
EVERY WOMAN CAN
HELP READJUST PRICES
AN EDITORIAL
ON BUYING

TODAY, when the buying pub
lie is rightfully expecting
it's every dollar to do dou-
BILE duty this publication
feels that it can render no more con-
structive service to its readers than
to intelligentIy and sincerely point
out the possibilities of advertising as
related to the needs and opportuni-
ties of every home.
Advertising costs money, of course
and there must be some easily I'M
derstoOd explanation why it is an
investment and not an expense
why it decreases rather than adds to
the cost of merchandise.
Intelligent advertising describes
desirable merchandise in an attrac-
tice manner, quotes a reasonable
price and points the way to the door
OF the man who has it for sale.
1t speaks persuasively to thous-
ands of interested readers every day.
1t creates six big selling days for
the advertising merchant where
there used to be My one of two.
This throws an ine-eased demand
back upon the manufacturer. and
general prosperity follows.
1t transforms empty stores into
busy markets of trade and makes
room for new stores. 1t makes shop
ping districts great retail centers. 1t
T.
ing from unused facilities. such as
floor space, light, heat and idle
clerks
1t makes merchandise sell faster
thereby enabling the advertised mer-
chant to transact a large business on
a smaller percentage of profit.
1t enables him to turn over his
stock" several times Oftener during
the year than does the non-adyer-
tising dealer, with comparatively
little additional selling expense.
A press dispatch from Cambridge,
Mass, says:
The Bureau of Business Research
established several years ago at Har-
ward university has issued bulle-
tin which deals with the cost of re-
failing shoes. Field agents have
sent in reports of the investigation
of more than 130 shoe stores ip yeri-
Gus 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 35 per cent of the
net selling price, which means that
some stores are nearly twice as eff
cient as others.
Stores thai turn over their stock
ONLY once a year and others turning
their stock four times were encoun-
tered by the investigators, who de-
clared that millions of capital could
be released from investment in mer-
chandise if the retailer increased his
stock turns.
More stock turns it is declared
means an increase in net profit with
out any raising of price pair."
And advertising turns over
stocks" thereby increasing the net
profits of business and at the same
time making lower selling prices pos
sible to you-the public.
That is, manufacturers who nave
goods to sell to the retailer, and
Retailers who have goods to sell
to the public
Cannot Wisely Do Without Adver-
tising
For the first it creates dlstrlbu-
ton:
For the second it provides custo-
mers, and
By cumulative effect works itself
into a force which makes it the most
wonderful agent of economy for both
reader and advertiser that has ever
been developed.