Milford chronicle., 1929-07-05
ADVERTISERS AND NON
ADVERTISERS


A newspaper always hates to say
anything that could be interpreted
as in any way a criticism of the re-
tail dealers of its city who fail to
use advertising space. Yet the news
paper has the right to try to sell its
space, and to present the reasons
why the thing it has to sell is val
liable. 1t recognizes that many
stores that fail to use advertising,
are doing the best they can to serve
the public, and it honors them for
their contribution to the commun-
ity.
And yet any newspaper has seen
so many instances in its own exper-
ience, of business concerns that
have gone on to growth and success
as the result of using advertising,
that it wishes very respectfully to
call the attention of all business
men to these results.
Suppose one were to go into
some community of about the size
and resources of our own, located
100 OF more miles away, and make
study of the newspapers Of that
town, and then look the stores over.
This newspaper is very confident
that it would be found, that the
stores that advertise with consider
able liberality or regularity, would
be getting the cream Of the business
in their respective lines. Those that
did the big advertising would prob
ably be the big stores of the place.
Those that advertised in small way
but did SO regularly, would look like
places of activity where customers
were coming in increasing numbers,
and there would be the indication OF
growth in such stores.
Any newspaper man would like to
see his home town business people
make such a test, and he would be
confident that If they did, they
would see that the advertised stores
were getting far more than their ma
tural share of the business, and they
would return home with the feeling
that advertising constitutes too good
an opportunity to be missed. This
may sound like preaching ones own
business; but, each statement is the
truth and a well proven fact.
@e9%
THE GREATEST INVENTION
If you want to start an interesting
here in Milford put this
question up to the club or society to
which you belong. What has been
The worlds greatest invention, the
one doing most for human progress?
Many persons would say that
steam power, or the utilization OF
electricity had done the most. News
,aner men and printers and teachers
would generally say that the art OF
printing had done the most.
There is one invention, however,
hat may even have surpassed the
art of printing in usefulness ana
hat was the alphabet. The printing
art has revolutionized the civilized
world, yet the Chinese knew printing
before the Christian era, and it alone
never lifted their country out OF its
Dackwardness.
Before the alphabet was develop
I'd, ideographs were used, by which
zach object in the world, and every
dea that a person could form, was
renresented by some kind Of pic
ture. It would take tens Of thous-
ands of such pictures to represent
all these objects and ideas, so that
,nly a very few people could learn
10 read.
Then came some genius who con-
,eived the idea of inventing an al
Dhabet. He devised q series OF
simple signs, each of which repre-
,ented some sound made by the hu-
nan vocal organs. The combination
If these letters and sounds can sx-
,ress any idea or object, and 1t be-
comes a simple thing for people to
with their neighbors'
md to pass on information to their
.hildren.
The invention Of the alphabet and