The Columbus dispatch. (Columbus, Miss.) 19??-1922, 1921-06-22
ITS THROWING MONEY AWAY"

The other day business in Columbus casually
observed check merchant had drawn in payment of
his advertising account for the month of May.
He astounded the amount of the check and this
was his comment That is simply throwing money
away"
Now let's see about that remark.
In the first place hardly conceive of modern
business men, of vision and of affairs, max
ing the statement that money spent in advertising is
throwing money away"
Some of the brightest minds of the nation-men who
have thought out and analysed and thought out the prob
lens of craftsmanship and distributions successful business
men-recognize advertising their greatest ally.
This is he opinion of who spending millions
advertising, and profitng by it, it is the opinion of
the merchants in the small cities of the country, mer
chants right here in Coumbus it is the opinion of
who capable and qualified to express opinion
the question of advertising.
Of course man who is content to sit around and
wait Cor business to hmwho is satisfied to let
his neghbors spend the money necessary build up the
community and foster its churches Schools
newspapers and other agencies that contribute to its
progress, is not expected to believe in advertising. He
simply isn't capable
But as surely as night follows day, and surely as
the majestic that rolls horeward in long and grace
full curls returned to the sheerng bosom of the great
Deep surely will the merchant in the future, who is
content to follow close, and parasca policy
contributing nothing to his community; who hasn't
enough vision and business and who is too tight
listed and too much of "tght-wad" to spend little
money in judcous advertising in effort to increase
and develop his busnessthat merchant and that bust
ought to stake little inventory of himself
and his business and where he stands and ascertain
why he is playing closing game"
He should bestir himself and look toward the rising
of successful merchandising He should study the meth
ODDS of the merchants who not calamity bowling and
who doing business right along despite the cry of
hard times and dull merchants who
are reaching out for business.
He ought to use his brain and see little farther ahead
than the end of his He ought to look back into the
past little, and then compare business firms Of today
with the business firms of the yesterdays He will in
varaby discover that the constant and consistent adver
tisers in the forefront. . @
The merchant who has advertised judiciousy along in
the easy years has developed extensive cash trade
business; he is not impered by the uncertainty of pay
ment of longtime accounts-products of the socalled
furnishing business which has worked hardship in
the long all parties concerned.
No, brother money spent advertising is not money
thrown away" All you have to do is to look around
a bit
Take the grocery business Advertising has brought
about radical change in the distribution of groceries
New systems coupled with publicity and advertising,
gradually pushing the front, RELOCATING those who
do not believe in advertising to the limbo of things
forgotten.
No brother, money spent in advertising is not money
thrown away" Watch the trend of the times and the
trend of business closely, yodr brain little and
study conditions and you will see the light.
Some business naturally short sighted and
crcumscrbed in their mental vision and will
the value to recognize the real worth of adver
Using. They haven't the courage they too tight
listed to give advertising fair chance Fortunately,
only few people hold this view; they vastly in the
minority If great number of people held to this view