New Britain herald., 1923-09-22

TIE value Of Advertising ss fsesel
in business is demonstrates ~ ths
decline Ia trade In New York retail
stores sinee the nee'spsper pFsssmeH
Nent out on strike, forcing the ness'
papers 10 e0mbins ana pfsetie<lis
eliminate advertising from their
columns,
Managers Of several large depart
ment stores complain that clerks are
unable 10 keep busy because Of lack
OF pstFonssei they stand idly behind
counters snd resort 10 their esa in
gsRnily 20 pass the time.
One department store executive
said, The slump In shopping 10
caused by our inability 10 advertise
in the newspapers, The nrst day OF
the strike business was not 50 bad
the impetus OF the previous days sd.
vertising carried No over. Yesterday
II was wbrse. To-day II 10 awful.
Tomorrow and each succeeding day
we cannot advertise u will be even
more noticeable"
A clerk who knows something be.
sides the shade OF the goods on her
counter remarked that Advertising
that appeals 10 women Ia Just as
necessary as the society column. what
women shall wear and general news"
According 10 news from the me-
tropolis. store aisles which are usu-
ally comfortably fiiled are now almost
deserted. Many shoppers search the
advertising columns before they de-
eide what 10 buy. II 10 explained, and
In the absence OF advertisements they
remain at home.
Business experts appreciate the part
that advertising plays In trade. They
know that II Is a power which moves
goods. Just as electricity moves street |
cars and steam moves trains. In every |
man and woman Is an inclination TO
resist the temptation 10 spend. This
Is an instinct which legitimate adver-
Using .overcomes. quite often TO the
for advertising We would not know
Of half OF the good things which
money will buy. Advertising Is q
containing information OF in
Lerest to both sexes. In the case of
II keeps them informed OF
The newest creations and improved
household appliances. For the men,
I tells them what shape hats are go
ng TO be and where they can buy
parts for their automobiles.
How many OF US would know of
he delicious fruits grown and packed
n California II II were not for ad-
'ertising? Products of the sunny I
lopes of that land have become COM
non through the power of advertising.
{ we had to wait to find them on
he fruit stand and to listen to an ex- i,
'lanation of what they are, most of Z
IS would be unfamiliar with them.
ldvertising reduces the cost to the
onsumer. In the case of California,
ar example, growers are able to Y
larket their products in such large 8
uantities that the price per unit is r
mall compared with the price that {
'ould be charged If the goods were q
OF advertised because without adver- i
sing, the demand would be far below S
that it is, .
Nothing has occurred within recent l.
ears to emphasize the need of ad- |,
ertising like the New York situation s.
hich is the strongest recommends
on possible for the practice of CALI c
q attention to goods for sale. d
The city of Auburn, N. Y, has u
e department which is rated as an :,
;ceptionally good one by the fire y
lderwriters, and the entire efficiency =
the separate companies can be
aced to the methods which are used
training both the old men and the :,
Nv recruits.
Probably one of the most interest u
8 things which visitor sees con- Q
'cted with the fire department in a Q
sit to the Empire State city, is a u
mature model of the city carved T
blocks by the members of the com u
mics in their leisure moments 1t II
rs made up at first, as some of
ose who. helped in the carving 81
ated, simply for pastime, but al
len completed In detail. it became pt
important innovation with which lie
embers of the companies were made vi
miliar with the city's streets, the W
,ation of fire hydrants. alleyways
street car and railroadl
lcks, one way streets, and pecu- ~
rites of hack yards -