Mohave County miner and our mineral wealth., 1921-09-23
Advertising and Mining

Under the head the Mining Con- gress Journal says:
 No better test of progression or proficiency in business can be found than the advertising policy of any large concern in depressing periods such as that from which we now hap pily are about to emerge. No set ot business men in the United States has stood the test, or is still standing It, more creditably than the mining op- orators and those who cater in com mercial way to their needs.
 The firm which is shortsighted and timid, either through unwisdom or ln- experience, at the first indication o1 a slump cuts it's advertising appro- priation. Thereupon it's business in eyitablv declines whether the slump ever materializes for its competitors or not. The result is to an extent what might be expected if its sales men were recalled from their routes. it's telephones plugged and the sign of the firm scraped off the front;
 The wide-awake firm, the substan- tial firm which refuses to die or be killed, ignores the first sign ot de pression and answers the second with an increased advertising appropria- tion. If the majority of all firms prove to be of the wide-awake kind, the threatened slump is either staved off or prevented altogether.
 Sometimes panic is actually forced as when a sufficient number become 7 affrighted at unsettled conditions and yield to fear and pessimism. At oth- CT times a period of depression fol- lows as a matter of course, as when half the world through war or idle ness dissipates it's resources and thereby loses it's purchasing power. But even in such circumstances the modern American business man con- tinues to advertise and resolves every question whetherNto purchase or not to purchase additional white space in the affirmative. He knows that business will never go completely, to the dogs, and that the advertiser who keeps his wares constantly before the public will get the bulk of business during the stringency and have every advantage over non advertisers when prosperity returns.
 During the last disheartening year the mining industry has pursued this policy. There have been recessions in the volume of space used, but in the main the operators and the manufac- turers of mining equipment nave never ceased to advertise. It is with in the knowledge of the Mining Con press Journal that they have held their advertising programs more near lv to a normal basis than have the leading concerns in many other lines.
 The special convention issue of the Mining Journal, which will be per used by twice the usual number of readers, will carry an unprecedently large volume of advertising. On Aug ust 20, 40 days before the date of pub Ecation. contracts had been closed for a greater amount of display matter than was carried in the 1920 conven- tion issue. Many of the firms to be represented in the special issue Will make their convention message the beginning of an extensive and inten- sive advertising campaign to run throughout the ensuing months Returning prosperity will find mining and it's allied industries equipped to take full advantage of the opportun- ities which the year 1922 will assured lv have to offer.