Milford chronicle., 1929-05-10
TTHE.'PUBLIC DESIRES

Il LhGA OD1lO OGClhEO
A -kAny business can increase its
Fsales, if it can manage in some way
ito come into close association with
lsome public desire.
Flor instance, take the business of
the village cross roads store and
Ipostofice. Many such store-keepers
have always solicited appointment
as postmaster, on the theory that
having the 'postOfice in their store
would help their general business.
They would figure that the people
lin the Village will come to get their
mall and having once entered their
store for this purpose, they would
be likely to buy their supplies in
that<tstore While if the postoffice
was located somewhere else, they |
might not come into the store at all. |
So such a istorekeeper draws the
people lin to get the mail, and then
they stay and do, business with him.
Zone, way to-. apply that principle
and a, way that has led
many business men on to great
wealth, and which can increase. any
ones prosperity; is to advertise con-
stantly in the newspapers. In that
way, a concerns business becomes
closely associated with the public
desire for news. The, public is eag-
erly desirous to know the latest [
things that have happened, and it
buys: and readsathe newspapers with
keen interest. Right among this 7
news it finds also the news of the '
home stores, and their announce {
ments are read with the same keen
interest that is given to general and :
local news. People are influenced s
thereby to visit these stores and in
speot and buy the bargains therein
offered.
Just as the people go to the cross L
roads postofice and get their mail, N
md thus are led to buy in the store y
where the postoffice is so often 10 r
lated, so they go to the newspapers il
o get their news, and then are led
o buy of the stores whose adVer- II
Using is inserted with the news. q,
%e@
TWENTY YEARS AGO, if a busi- W W
less man saw an enterprising look M
ng advertisement in a newspaper
Inserted by one of his competitors, w
e felt jealous of the rival who was D'
nus hustling for trade, and feared fir
nat he was going to lose some of
is business. 1te
Today, if he sees such an adver- -,
sement, he should realize Of course
lat he is likely to lose some of his re-
Vn trade unless he shows equal 49,
lterprise. But he also reflects that ~ ~;
q effect of all such advertising is &c
draw in a lot of business from on
tside, and make new customers ed
reverybody, so that the whole o.,
wn profits from all such advertis- del
3. Such publicity is an essential ]
'ment in enlarging the retail trade ing
a town, but if the advertising is NJ. NJ
ne only by few, the bulk of the Md
ins will be reaped by those few Mr.
ly. Ma
for
an6
HOOVER took the bui
sition, in his recent address to the plei
sociated Press, that life and prop 1
y are relatively more unsafe in iaa, Iaa
country than in any of the civ age
ed countries of the world. patl
Nor this shocking state of things, A
American people have themsel- tnr1 Tr
to blame. AS the President sug- Riy,
ted, in the desire Of our people
be mercifu1, they have done too
ch to protect the prisoner and IDe
little to protect society. The T
lions of peaceful homes that are
lg good work in the world, they Al