The Wolf Point herald. (Wolf Point, Mont.) 1913-1940, 1928-04-20
LOCAL

Advertising IS an mlereSllA
study. Millions of dollars al
spent annually by those seekin
public favor for themselves c
their products.
Part of the merchants OF Wol
Point are users of the columns o
The Herald. This advertising i
as important to their business al
is the national advertising to cor
porations which spend millions an
nually.
There are. in Wolf Point, some
merchants who do not believe in
what they call local advertising.
They know that the argument is
against them as far IS national
advertising is concerned because
the opinion of the big advertisers.
men who control huge businesses,
is evidenced by their annual adj
vertising appropriations. These
merchants. who do not advertise
themselves. often take it upon
themselves to say that advertls-
ING in a town the size of Wolf
Point is foolish and a wasteful eX-
penditure OF unnecessary funds.
The answer to such an objection
is three-fold. 1t is based upon the
assumption that everybody in our
trading territory knows every mer-
chant and everything he sells.
This is not So, although for the
purpose of this article it will be
admitted. Now, then, what are
the two reasons why every mer-
chant here regardless of how big
his business is or how we'll known
he is. should advertise inesnchatn
he is. or how small his business is,
should advertise in The Herald.
First. an advertisement is an IN
vitation to the public to trade at a
given place. 1t exhibits, on the
part Of the advertiser, a desire to
make new business friends. 1t
shows the public that the advertis-
er is anxious to please the public
and that he wants its business
Few men 90 to another mans
house without an invitation; in a
lesser degree this is true of bust
ness relationships. The public is
glad to be solicited and advertis-
ing in The Herald is the best way
70 solicit b1verc
Second, an advertising business
stamps itself as on alert business.
The reading public readily ac-
quires the idea that an advertiser
who pays money to publish a mes
sage, has something to tell. His
confidence in his goods, in his
business manners and treatment
of his customers alone justify his
advertising because without a
policy of Justice to his trade his
money would be uselessly thrown
away in interesting new custom
ers.
The buying public is a vast body
of people, most of whom trade
somewhere, for some reason. A
store in Wolf Point has to get its
business from the people around
it. AS time goes on some bust
nesses close and the customers
have to hunt new Connections. This
is where steady advertising which
has created a friendly feeling in
the minds of readers, brings in
new customers to a business.
A further reason for local adver-
Using is the value it has for your
town. Any place of business or
any service. worthy of patronage,
e a community asset and should
he on the list Of local attractions.
tt IS a mistake to carry the idea
that o lfve in the only town-a
town without rivals. Whatever
draws people TO your town brings
Won a share Of the patronage OF
those people. If you have a good
store conduct 2 we'll equipped gar
age sell good shoes. a good i'm
alement or set up ? well cooked
lipuer. it is one more inducement,