1'. I WHAT THE SMALL If 1 ADVERTISER CAN DO I , H Pcoplo who do a small business j fl fcoinctlmcs say It Is of no uso for 1 1 them to ndvertlso, since their notlcos J ' 1 will bo obscured by tlio much bigger If m spaco taken by larger concorns. That J H point of view Is often tho prlnclplo H . reason why their business remains i jl small1, but tho remedy1 la In their own 1 I hands. I HI Their feeling decs not accord with a HI tho every day oxperloncce of peoplo ' 1 i fl who have mado a study of the nil- vortislng game. In most newspapers . 1 Hj tlioro Is a certain class of small noli) no-li) HI tlccs that attrnct attention entirely out of proportion tn tho space taken. H Tho reason Is apt to bo that tho I proprietor of the store writes tho I nd hlmsolf Tho proprietor of tho , jl bigger concern Is apt to delegate tho I work to a oubordlnato, who may or I may not do It well. But by taking f n largo spaco ho gets public attcn- it tlon, even It no exceptional knack i h shown ln writing tho copy. It Is a fact that no one can talk jkt B so well about n business as the pro- S I Vrlotor himself. His mind is full of K.I It, ho sees tho strong points of his f i l ' lino hotter than anyone elso who IS , dees not know it as well, and ho can j rcn'ly grow qulto eloquent on this I . mibjcct. It ho will write th6 noli no-li tiro himself, ho usually makes a W good one, unless ho commits tho or-If or-If j ror of fllllni; a sma'l space with too ffl J , much lino typo. Jy fl If ho feels ho can afford only a fl i tmall space, ho should just pick out 'jBI n ono or two things, doscrlbo them and Bj w glvo tho price. Every newspapor ifl has specimens of advertising so wall j dono ln small spaco ns to bo exceed- W j Ingly effective. It Is not that nnv HJ j special wit or c'nvornoss is Bhown. It i 1 Is that tho wrltor has simply put m Into them the samo everyday wisdom W jl tliat ho will' put Into tho terse talk BJ I with tho customer In his store I Uono In his way, an ndvertlseinent I" I lias a flavor of everyday penso that I interests people, nnd they turn to It 03 t0 ft favorlto featuro. Many busl- ,., , I ncr.soa that woro small and obscuro IH I nt tho start hnvo grown great nnd flu g prosperous In tills way.