The Bennington evening banner. (Bennington, Vt.) 19??-1961, 1922-06-23
FRIDAY, JUNE 20, 1922.
DESTRUCTIVE SILENCE

There Is practically no such thing
as success in business without adj
vertising but good many people adj
yertise without getting full benefit
| from it.
The population changes more rap.
idly than most people Imagine. New
customers are constantly coming in.
TO trade area and old ones move
out. On such an old established
street as South street, in this village,
there are only four families living in
the same houses they occupied fifteen
years ago There are o,.er streets
where there has been practically
complete change OF people within
five years,
Some advertisers think that an oc.
casional advertisement Is all that Is
necessary to keep their business be-
fore tie public but the record of
success in trade shows that 1t is the
constant year round advertiser who
builds up the big and profitable con.
Germ. The following circular sent
out by Calkins Holden, a well.known
firm Of advertising agents, tells the
story in a forceful way:
I We have advertised a long while"
I ,.YfI 4
stop. And nave good Will That
good win win last us for a long
while We don't need to add to 1t
right now"
To some extent that is so. The ny-
wheel goes on turning for while at.
ter the powder Is shut off But not
for long. And when It stops it takes
more power TO start it. by six times,
than it takes to keep it running.
One might almost as well say:
we won't buy coal now that II is
so expensive, we will gradually chop
up the plant and burn that in the fur
mace until coal is cheaper And then
We can rebuild the plant
I Good will is fine thing to use
7 But not fine thing to use up.
Nothing is ever inlshed-done
Time Is destructive. Stop building
up and time starts tearing down
Some things last longer than others
But nothing lasts so very long. You
think OF your plant for instance, as
hbuilt. But it only stays built be.
cause you are painting and repairing
and gradually but continually replac.
l1ng 1t bit by bit
Think how much more rapid the
inevitable loss in a thing so intang.
ible as famliarity-ss reputation
as good will
Out Of sight, ont OF mind-not all
in a minute but before so very long.
Advertisers who stop advertising
expose the advertising structure, on
whiGh they have invested much
money for many years, to elements
lquite as destructive and more rapid
in their action than those which at.
tack and disintegrate an unfinished,
abandoned building.
In almost every community you
viii find the ruins of an ambitious
but unfinished Enthusiastically
called Somebody's Folly.
Much money went into the worl,
and then financial reyerses stopped
1t all And the winds blew and the
rains descended and the sun warped
the wood and the dampness rotted It
and rust and decay completed It's
ruin.
Now. an advertising structure, de
pendent on familiarity and reputa
ton, can never be finished even &c
= the extent that but ding can be fin
, ished, We venture TO say that never
, in your most optimistic moments
, have you felt that your advertising
structure was finished and that Il
, would shelter and protect your es
tablished business forever after
No, you realize when you stop tC
think, that the work of building must
20 on until the end Of time.
|, Good will is fine thing to use.
i INT mt a Rna fliOp IN uaa nm