Palatka daily news. [volume] (Palatka, Fla.) 1919-1994, 1922-11-01
PROPER PUBLICITY
BETTERS BUSINESS

NOi AN L ODLICll
BETTERS BUSINESS
"Trifles become great to a great
mind"
Looked upon as a "side line" the
manufacture of chewing gum came
into being as trifle. Confectioners
worked up various mixtures, at first
sold loosely and later wrapped in
thin paper. Then other manufacture
Iers took up the work, and progress
Icommenced to be made.
| Today one manufacturer of chew
ling gum is spending something more
than three million dollars annually
in the advertising of his products
and those products are being han
deld in all civilized countries! More
than ten thousand dollars are being
paid out by that manufacturer each
working day of the year for the pur-
tpose of increasing sales in order
tina tstill larger sums may be ex-
Ipended later on; and all this for a
finished product which sells in nickel
lots at retail.
| This is merely one instance of
what can be done through the prop
er advertising of a manufactured ar
ticle; and is quoted because the fig
ures of the advertising outlay have
been given out by the manufacturer
and in giving them out there was
still additional publicity secured for
that brand of gum. Hundreds of
, thousands of dollars are expended
each year by manufacturers of other
, goods the names of which have be-
come we'll known in every household
, in the land-and millions of dollars
have been returned to the wise ad.
vertiser because of this publicity.
What has been done elsewhere is
l being done on a smaller scale il
Florida otday. Firms in both large
| and small communities are continu
ing the publicity which has already
, brought much business to the estab
lishments. Commenced in what are
commonly termed the 1.-TWO great cit
, les" in the state certain establish
ments in smaller cities are being for
i warded to such an extent that bust
n mess has grown to most satisfactOr,
a figures; but the proprietOrs show nj
!, signs of diminishing the publicit,
" plan which gave them the opening
a start. To combat the mail orde
= house is one of the main endeavor
of the local institutions, and to d
o this there must be an everlastin;
c drive to impress upon the people tina
i the same bargains can be obtained a
the home counter.
A One of the great merchandising in
:, stitutions of the country started b,
the buying and the selling Of waite
every detail of which was eXplaine
to the final purchaser, who foun
the truth had been told. A. 7. Stew
:, art. in New York, with capital o
. sixty dollars, spent in one day forty
eight dollars in one advertisement
and it proved to be a winner and wa
>, the start of his fortune. He had in
y tended to spend but eight dollars
but his careless penmanship was mis-
understood.
There is not a small business /
any city that cannot be made tn
larger. nor a great institution bu
what can make its fame wide
=. spread, by proper publicity persls
8 tentIy placed. The buying publ
must become used to seeing the nam
\, of the firm, what it handles, and tn
. special offerings which are mad
with extra drawing announcement
given at stated intervals. Once tn
public gets in the habit OF seem
- such announcements the more readll
IL does that same public feel drawn to
=, ward the place.
: PaIatka merchants have the sam
- opportunity of greatly inereasln
l. their business if they will but gras
le it now. At the present time In
Is News is among the best-advertIse
= publications in the state.
There is no reason why the mel
d camille establishments Of the cit
lie cannot take a wholesale adyantag
of this publicity which is beeomln
IL !, better every day.