The daily star-mirror. (Moscow, Idaho) 1911-1939, 1922-05-09
THE BANKERS VIEW OF
ADVERTISING

ADVERTISING
Guy Emerson of New York, vice
president of the National Bank Of
Commerce of that city, contributed
recently an article to Printers Ink or
what the bankers think of advertfs
ing"
Mr. Emerson says in his discussion
1T is becoming more and more
common for bankers to regard radi-
cal cutting down of an advertising
expenditure with close attention. The
sharp reductions in the advertising of
nationally distributed articles, the
regulations of which were apparently
so firmly established that nothing
could affect them adversely, has been
followed so regularly by heavy fall
ing off in sales, that the need of
caution in such cases is widely recog-
nized. The banker is coming to real
ize that public interest is not neces-
sarily permanent possession. 1t can
be won only by skilful competition in
a world where every device is mobi-
liked to win the notice and stimulate
the action of the average man or wo.
man."
These remarks were aimed at con-
Germs that distribute products Ly adj
vertising all over the country. But if
they apply in this field, they apply
equally well in any local community.
The retail merchant has to meet The
the competition of mail order houses,
the competition of solicitors who go
from door to door, and of those who
solicit by circulars and mail.
The merchant who goes on past
achievements, and expects to make
his business grow in the face of this
intense rivalry, is likely to be disap-
pointed. 70 keep up with the race he
needs to advertise, and take pains to
tell the people about his goods. If he
does not, or if he allows his advertis-
ing to fall off, his business is likely
to fall off as the writer above quoted
suggests.
"a "a "a
| believe that the journalism which |
succeeds best-and best deserves sue
cess-fears God and honors man; is
stoutly independent, unmoved by |
pride of opinion or greed Of power,
constructive, tolerant but never care |
less. self-controlled, patient, always
respectful of its readers but always |
unafraid; is quickly indignant at IN
justice; is unswayed by the appeal OF
privilege or the clamor of the mob; |
seeks to give every man a chance,
and as far as law and honest wage |
and recognition of human brother
hood can make it so, an equal chance;
is profoundly patriotic while sincerely
promoting international good will and
cementing world comradeship; is
journal of humanity, of and for to-
days world.-Dean WISER Williams,
Of Missouri.
- "a "a
With the coming of pleasant wealth
er, the automobile is crowding the
highways all over the country, espec-
tally in districts which are favored
with good roads. That careless driv
ing continues, just as in the past,
was demonstrated by Sundays rec
ord of accidents, where several lives
we're lost when drivers attempted 10
yea! trains to crossing. OF all the
oolhardy stunts that man can pull,
t would seem that there are none to
equal this. If the automobile is
victor in the race, nothing has been
gained, and if it loses there is death
md destruction. The driver who
acrifices the lives of his passengers
n this way is morally almost muir
erer. AS rule, of course, his own
life is sacrificed also.
"a "a "a
Though it be of the humblest the
ome that is clean and tidy and tasty
, attractive Wealth may add gor-
eousness, but it cannot supply taste,
r tact, or happiness alone. II is the
lind and the heart that make or I'M
lake the home All else is but Incl
entail and of little 'avail.-Nezperce
[erald,