Show the secret of a success in business the merchant or manufacturer who hopes to do a large and successful business while adhering to the popular methods of half a century ago will be and so he should any individual or rm who is unwilling to keep pace with modern progress and adjust his methods to the wants of his age does not merit success neither can he reasonably expect to secure it to any large degree one of the most important innovations in modern business is advertising ver by a very few it is still regarded with aversion but the large majority of intelligent purchasers realize choir indebtedness to advertising for much of the valuable information which they about the qualities varieties and special features of tha goods which they purchase they regard advertisements as so many speeches made to them in which the merits or distinctive points of the article are more concisely and intelligently presented than is frequently done by sales people and if they feel the need of such an article they naturally ask their dealer to show it instead of regarding advertising ver as suggestive of question able quality they are much more inclined to entertain confidence in an articles merit acting apon common sense principle that if it ware not meritorious it would not pay to advertise it it is true that some eions and misrepresentations are made in advertising just as they are employed by some sales people and by some of all classes the question of veracity cannot be determined by the method employed to describe the goods but only by the character and principles of the individual and there are hosts of honorable advertise s the number of which 13 daily increasing who would no more think of misrepresenting in their advertisement than they would in their own office or salesroom it pays consumers to read the announcements of responsible firms for the sake of the business information thoy gain just as it pays them to read the other parts of the magazine for a different kind of information |