OCR Text |
Show VALUE OF NEWSPAPER ABVERTISINO. m Tbe science of salflstnansblp l H gaining ground. It has revolutionized M Amsrlban oommerolal methods In h B comparatively few yearn Riid dally it B points the way to nw methods and B Improvements, It has exploded tho B theory that salesmanship la altogether B n BHturRl ability a rihu may have, he B must know something about the prlD- B ulples of selling. Otherwise he will B fall Ih aoBipetltion with men of equal B or less ability who havo had more K thorough grounding. H Advertising if. in a way, the most H complleated brHtioh of the science of H selling, but its dlHloultlca have been H grossly exaggerated, with Ijhe re 11 It H that the average man la as loath to H attempt the preparation of advertla H Ing eopy as he would be to undertake H the praetlee of medicine or the trial H of a lawsuit. In the case of the small H merchant this attitude Is a bar to 1 sunoees a handioap that must be H overcome, And the trial tin reliant H ohm learn advertising, just as he can H learn the other branches of talesman B The great mall order business una H been built 6a advertising and Hoth B lug eltt, Their auoaese demonstrates H the titter futility at any attempt to B caw pete with them Mint Ignores ad 1 vertlsiag as lta primary labtruwMHt. BBrWrwJwilftrwill eerVe ae a safe guide H for the retail dealer whose busl H Hee Is nut large enough to permit H the employing of an advertising ex- |