The Farmington times. (Farmington, St. Francois County, Mo.) 1905-1926, 1921-10-21
DOES ADVERTISING PAY?"

Most small town stores are 'cre
man-establishments," that is, the boss
is the buyer, credit man, book-kecper
glad-hander, and in addition, tends tC
the advertising.
His manifold duties make him long
on temper, and short on imagination
He's handicapped before the race
starts. He regards the limited
amount of advertising that he does as
hardship that is wished on him by q
troublesome solicitor. From his OBJ.
secure niche in the business scheme OF
the world, he states with pompous con-
fidence that advertising is money
thrown away" and at the same time
he is wearing a kidney plaster that he
saw advertised on the patent side of
his home paper. (Non-advertisers al
ways suffer with kidney troubIe.)
"The Largest Stock in Town and
Similar BrOmides.
Our hero (being as before stated,
devoid Of imagination) reluctantly
yields to the Establishment of the So
licitor, and informs the weary reader
in quarter-page display, that he has
the largest stock in town, that his Sc
lections are the best, and that his
prices are the lowest. The truth of
the business it, there are a dozen
stores in this place that carry twice
the stock he does, he is dud when it
comes to selections, and he is endea-
voring to make big profits cover the
deficit occasioned by the smallness of
his business volume.
He gets some trade. Possibly some
of it may be credited to even this
poor and untruthful sort of advertis-
ing, but he will never know it, for
there is absolutely nothing in it that
will take hold of mans buying In
stinct and compel him to refer to it
in making his making his purchase.
On the other hand, if he had adver-
tised in six lines ten dollar reward
for the return Of a pointer dog, white
with liver-colored spots and scalded
place on his back, and somebody had
returned the dog and claimed the re-
ward, he would have known that he
had direct answer to prayer"
Fall Styles in Swelson's Hats for
Men" Means Something in an AID
Even so, if he had advertised "Fall
Styles in Swellson's Hats for Men,"
and customer had dropped in and
asked to see chose Swellson hats you
are Advertising, he would have known
that advertising paid, and that Swell
sons hats had a reputation of their
own THAT WAS DUE TO NATION
AL ADVERTISING; ALSO THAT
"TEAM-WORK" WAS RIGHT ON
THE JOB.
If the big mail order houses merely
advertised that they carried every
thing under the sun and let it go at
that, there wouldn't be any mail order
houses very long, The siren song
that coaxes the wary dollar from the
farmers sock is a fascinating descrip-
ton of a particular brand of revolving
churn, offered at a price that is a
shade more attractive tEan the local
dealer is asking.
The Value of Repetition
Constant dropping Of water will
wear away large stone" Constant
Advertising will make it second ma
,ure with the buying public to go to
he store that advertises, and call for
he article that is advertised. Mr..
links spills gravy on the front of his
'avorite business suit and has to wear |
mother. He sits down in the evening |
md reads in magazine that Bunk
It's Eradicator Will Remove Grease
spots" Next morning he glances at
he Daily Bugle and notes that Bunk
It's Eradicator will Remove Grease
Spots"
He catches his car for the city. and
dly glances at the advertisements to !