Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1922-10-28

does is to educate the people Prof
Starch of Yale says that cduca ton is
teaching people more wants and show
ing them how to satisfy those wants.
Through advertising OF talking ma
chimes We arc becoming nation OF
m~sic lovers through adv ert#ing OF
cash registers We are becoming a n;-
tiun Of better storckccpeis. and
through advertising Of electrical labor
savers for the Kitchen We are becom-
Ing Il nation of better housekeepers
Advertising also protects the pur-
ch7"or. Through this medium We
know whore to lock for what VIC want
and what it should cost. Then too.
bccauso a merchant has spent large
sums il advertising an article we are
assured That he will keep it up to
standard els" hc viii lose what he
put into the ADVERTISING
Lastly, it can promote progress in
several ways; speaking from a local
standpoint, in three ways: First, by
bringing more industries to Augusta:
second by bringing more summer bust
ness to Augusta, and third, by bring
ing more business to the merchants OF
Augusta. Because of the limited time
the last was the only point discussed.
One big thing about advertising is
that 1t multiplies the sales force II
| gives prestige to the store so that
the public likes to trade there. 1t
stamps goods as reliable. 1t makes
inc sale easier as the buyer knows
what he wants at once. And finally il
| is business insurance which is shown
! by the fact that in 1920. 81 per cent
| of the stores which failed were non
advertisers.
Here then we have at the disposal
or all of us. force that can make
| ourtoWn buster, our business better
ana our people richer. But" he con-
, tlnued. I'VE use it in half hearted
way that invites failure"
! He spoke of the fact that he had
notr Called the value of advertising
| until recently although he had been a
| newspaper man for II years. He then
named various business enterprises
in this city which would not be able
to exist if it were not for their con-
slant advertising. Then followed a
short talk on the belief which is
prevalent that advertising Simply
takes the trade from one store and
gives it to another. Mr.. Whiting said
! that this is not so but that adver-
Using creates a demand from new
customers.
| To those who have tried advertis-
| ing in a small way and found that "it
does not pay" he said that the trou-
bic was not with the advertising. but
with the goods, the service or the
manner in which it was advertised.
In closing. he stated to those who
! felt that they had not the time to
! advertise or were too busy to learn
to advertise were too busy to learn
to succeed.
Other Features Of Meeting
! Another feature of the evening
were the stories by Charles Marble OF
| Portland, secretary of the Maine Re-
tail Merchants association, who has
that gift of mimicy that brings out
the high lights in story as nothing
else will. Mr.. Marble was called to
| give stories upon three different Oc-
| casions at the meeting and each time
| gave something new and funny.
! Rev. A. Francis Walch. a membe,
1 OF the education committee Of the
Rotary club, reported on the work OF
that committee. in place of the chair
man, Principal Clarence P. Quimby
who IL away. He stated that they
had found that the work of the club
was to be that of educating the club
members so that they might better
understand the standards of Rotary
He said that Rotary was one of the
wheels of progress, bringing the
| members together where they may
get better acquainted and help each
other in their business and social
life. To be good Rota.ians they
must helm and acfI,a:;y take mart in