Milford chronicle., 1928-05-11
MILFORD, FRIDAY, MAY II, 1928

line of business, you have to d
ouite a number of things. Tn
MANAGEMENT of course has to un
derstand thoroughly the line L
which it is engaged, it has to b
systematic in its operations, 1t ha
to train its employees to work In
telligently and enthusiastically,
has to show good judgment in tn
way it buys it's materials and mer
chandise.
But all these factors of success
will fail to assure the results, /
there is a lack of effectiveness
along two further lines. The sue
cessfuI business needs to have some
method of winning the interest o.
the people, and it must have some
plan for persuading them that the
things it has to sell are worth the
money.
A concern might have an extreme
" well managed store. But if its
policy was such that people were
not induced to visit it, and if its
saIespeople had so little gumption
that they could not make sales
when the people did get there, that
concern would never make go of
it.
It is by advertising that these
two great final essentials of success
are achieved. Good advertising
wins interest. 1t touches people at
their most vital point. When they
read that certain articles which
they want can be had for such and
such a price, and when those ar
ticles are described, then they want
them, and if they have tie money
they come to see them.
Then advertising goes a long
way toward persuading people that
the stuff is worth the money asked
for it. If it is good advertising, it
tells the truth, and if there is good
value in the article, the people are
led to wish to buy the goods. Thus
advertising supplies the final push
by which many concerns have Oeen
carried over from failure or par
tial success to big development.
SoS
UNDER THE CAPTION 'Pictur-
esque Lewis" the Wilmington
Morning News, speaking through its
editorial column, last Friday morn
ing, commented upon a booklet
printed last fall by the Milford |
Chronicle Publishing Company for
the Chamber of Commerce at Lewes.
The booklet in question was one of
the usual orders going through the
printing department of the Chron-
icle each day in the year. The real
unusual feature of the job was the
Illustration on the cover. This was
printed without the use of plates,
and by a process developed and
patented by the superintendent of
The printing department. 1t is used
in no other plant. At the present {
line the Chronicle is completing a
beautiful catalog, well illustrated, I
or a large wire screen manufac- {
uring concern. The Morning News {
is reproduced in full. 1t
ollows:
There has just been printed by 7
he Milford Chronicle Publishing h
company, in Milford, Delaware, a
cry creditable brochure with the p
tile picturesque and Historic :,
ewes, Delaware-Past and Pres
Mt" By who it was written and
ublished is not set forth. Never
neless is an admirable contribution =
} the history of the State. While :
here is nothing especially new in =
ne well-told story, it is, however, :"
D concise and complete as to be of l
cal value. The writer has done his Il
-ork well and the printers have q
reduced a fine specimen Of the u
art preservative."
"This publication of sixteen pages G.
inches-is worth filing tt
II reference in the libraries and Ell
,hools of the State. Lewes was d;
funded in 1851 as Fort Opdike; in p,
1873 it became Zwaanendael; in ii
1913, Deal; in 1851, Lewes. The VI
arrative of the changes in the n,
anne of the old town, the incidents ia
,nnected with the change of con- in
oil in the early days, and the final Il,
Elimination of an interesting TWEEN m
town, reveals that the h.
THOR knew his subject well and -,
the art of condensation a.,
ithout lessening the value of his e.
ork. The illustrations are Of ex- a.,
llent quality. =
at would be an admirable idea if ~
milar publications, of the same -
re and artistic arrangement, IN
uld be prepared for all the towns
the State, even including Will Gu
ngton. For most folks history is wa
nsidered as "drys" and uninter- tn
ting, but the story of Lewes makes Ri
,al history entertaining without fie
y waste Of words or time. Fur all
sr, the positions devoted to the No
yves of the Present and 'Agrirul- col
al Lewes' contain information ma
II worth having" col