The Brookings register. [volume] (Brookings, Brookings County, S.D.) 1903-1971, 1921-08-11
TRUE GOSPEL OF ADVERTISING

tise thee.-Numbers, XIV: IA. And
| thought to advertise thee.-Ruth,
w: 4.
From the earliest of Biblical days
the value of advertising has been
more and more clearly seen. In one
way or another through all the ages
men have realized that without pub
Lefty or advertising their efforts
would be in vain. The mighty pomp
and circumstance Of war; the tri-
umphal professions Of the old Ro-
mans, the varied means adopted to
send information throughout all en-
pires in olden days, down to the ire
mendous displayed advertising cam
paign of the British government in
s~tirring a nations patriotism and
raising an army of 5000, 900 volun-
teers, and similar advertising work
by the American government to sell
Liberty bonds, were all merely a
broad and ever growing realization of
the power of advertising.
Without advertising England could
o have raised its mighty volunteer
army without advertising the United
States could not have found 20, OOO, 900
bond buyers.
The same power Of advertising
could now sell" prosperity to the
whole country. There is enough to
write about and talk about in adver-
Using to stir the nation to a realiza-
i'm of u country's limitless re-
sources and illimitable development
potentialities.
The power of all-pervading, all-com-
polling advertising work, literally alive
with the fire of truth and enthusiasm,
would quicken every heart beat, would
thrill every American, would stimulate
the young to deeds Of achievement in
the business world to match the
achievement in the business world to
match the achievements and the glory
of the battlefield, and would stir afresh
the blood Of the old. The flag of
Americas patriotism unfurled in ad.
vertising, rightly done, the bugle call
to work, the drum beats, Charge"
would lead us onward to commercial
power and glory and prosperity as
worthy OF praise as ever the work
of the battlefield.
Then down with the pessimism Of
the faint hearted camp followers, and
up with the flag of optimism!
Onward with Sound the charge
through every well tested and proven
advertising method, and we would
soon see a mighty army of a nation
Of 10000 900 people putting to disas-
trous rout every faint heart, every
preacher of pessimism in bank, in Of
fee and in factory
Some say we cannot afford to adj
v~ertise. The answer is, you cannot
afford not to advertise.
Why advertise when there is no bust
the only way to create business is by
advertising.
Why advertise when we have no
money to loan? say some bankers;
and the answer is, no class ever need
ed to cultivate the public's favor more.
than bankers now do. Perhaps you
may have no money to loan today, as
some say; but you are not a good
banker if you fail to sell credit to
every customer who has the proper
security with which to buy it. a
banker borrows money from his de-
positors and sells credit to his Dor
rowers. 1t is a merchandise transac-
ton.
1t would be a poor merchant who
could not find ways to provide goods
for his customers so long as they
could pay. He is a poor banker who
cannot find credit to sell to his Gus
toners SO long as they are able to
pay the price and assure the final re.
demption, and bankers need to win
public favor just as much as railroads
did 25 years ago. Railroads missed
their opportunity to cultivate the pub
lie and they are now paying the pen
atty. Bankers, therefore, cannot af-
ford not to advertise. Nor, for that
matter, car any other class of business
men.
Newspaper publishers intensity their
ways and means of advertising wher.
ever business men lessen theirs. When
business is dull many industries shut
down, but when business is dull live
newspapers push out with greater
vigor than ever before. They prac-
tice what they preach. Let others
follow their preaching and their ex-
ample and soon once more would be
heard 1.-THE music of progress, the whlr
of the spindle, the throb of the loco,
motive, the roar of the furnace" Pes
simism would be buried beneath the
abounding spirit of optimism. Credit
would be restored to the merchant
and the manufacturer. The bankers
would not longer fear to do business.
The spirit of patriotism for business
Is as vitality important to the nations
welfare as was the spirit of patriotism