The vidette. (Iuka, Tishomingo County, Miss.) 1912-1967, 1922-05-11
Greatest Selling Force in All
the World Available to
Every Merchant.


The value of persistent and judi
cious advertising is shown in tht
wonderful sales attained for appa
rently insignificant articles, and th,
fortunes built up through the popu
larizing of such things as chewing
gum, which sells for five cents {
package, and usually but one pack
age to a purchaser.
When a company making an ar.
ticle that sells at retail for five
cents spends S11, 900 a day adver-
tising tn at article, the advertising
must pay and it must have tte-
mendous pulling power, for it takes
great many nickles to make $11,-
600, and that can necessarily be but
small portion of the daily sales
of the article advertised, for the ad-
vertising must come out of the
profits made.
For instance, William Wrigley
Jr., president of the William Wrig-
ley, Jr., Co. of Chicago, says that
his company made the year 1921,
generally regarded as a pretty bad
period for most business concerns,
the best year in the thirty years his
company has been in business. The
company manufactures chewing gum
of brand that has been made
known to everyone by the advertis-
ing the company has persistently
done.
Mr.. Wrigley goes on to say that
his company this year is spending
$11 900 day for advertising and
pushing the sale of his chewing
gnm, and he adds:
The judicious use of printers'
ink is the greatest selling force in
the world. If you do business on a
worldwide basis, or even in the 10.
cality ~encompassed within few
blocks. YOU have got to keep the
people interested or you won't sell
them your goods"
Coming from a man who has
given newspaper and magazine ad-
vertising thirty years trial, who has
had the nerve to spend millions of
dollars each year advertising an ar
ticle that sells for five cents a pack
age, and who now is spending $11,-
600 day advertising. that article
and finds it profitable, this state
ment should carry weight. 1t is
not as If a newspaper advertising
man said it, or that it was said by
one who had tried the experiment
only in a limited way. 1t is
statement amounting to a convic-
ton, made by man who assuredly
knows, because, he put his millions
into the experiment and has drawn
many more millions out of the sal es
the advertising created,
This chewing gam maker who has
reached the highest point in bust
ness success, also says another great
truth. He says: The greatest
cure for hard times is to stop talk
ing about hard times, and to get to
work and keep money and goods
circulating. There is some good,
sound logic in this statement.
There is a valuable hint to bust
ness men generally in Mr.. Wrig-
less statement about the judioious
use of printers ink. The only real
force that can be put back of SELL
ing nowadays is the power of ad-
vertising. No matter what excel
lent lines of goods man may have,
if he does not let the buying pub
| lie know he has them he will not
call them Good ADVERTISING. and
that means regular, persistent,
truthful advertising in newspapers,
bring seller and buyer together as
no other agency can, and if the ad'
vertising is backed up with the
goods, the result will be satisfactory
} in every way and iu every instance
American Star.
TooL-D;d vou have much tronh.