Show NEW WANTS CREATED BY advertising price of goodie goods Arso hedu reduced ced because of greater business done when tho the papers tire are filled with advertisements verti there maybo may bo readers who ask themselves whether the tha cost coat of 0 all this publicity does not fall lu in the end upon tho the customers at 0 the merchants and manufacturers who pay the bills somo some there are aio no doubt who believe that advertising increases the price of tho the goods they buy and some who do not go so ta far 1 r still wonder how low such an expense can call bo be carried by business men without incurring heavy losses I 1 T tho he mistake I 1 in n such shortsighted views of one of the great creative forces in modern business lies in the fact that tho the power of advertising to make trade jarger and to establish new wants and now methods of supplying them Is overlooked says the cleveland Plain dealer advertising Is not merely a means of catching a larger proportion ot of the flab fish in tho the pond it increases enormously the number of the fishes without advertising much of the business of civilized countries would W wither ither and die the rho wants of civilization would narrow rapidly because they would bo be general and increasing ignorance of the means whereby they could bo be supplied in a very true and vital sense the luxuries and comforts of tho age have been created to meet ain an mand inand that Is a demand which Is founded on widening intelligence and rising standards of taste rather than on primitive needs native to all human beings much aluch of the beauty and interest of life in these days depends upon the wants which spring from desires that would fade out of business if they were adt kept alive by the news of the great industrial and commercial enterprises of the times that is by advertising for advertising at its best Is simply tell ng the news of the business world it Is making known tho the newest and most seasonable fruits of untold skill and industry advertising Is ls publishing abroad the results of tho the labors of hundreds of chemists in their laboratories and of thousands of inventors using their skill and talents to create merchandise in myriad forms gner finer bounder and more useful as well as cheaper than anything the past ever knew it Is on an such news that the desire for the latest fruits of civilization grows and widens the news of at business creates business to tell what Is for sale in a first class store Is not only to attract buyers from less enterprising tat ter places but to multiply the users of tho the wares and increase their expenditure it follows necessarily that the most progressive sive intelligent and altogether com competent merchants are the best and most persistent advertisers and it Is equally true that the tha holiday ads are guide posts pointing the way to the best bargains of the afie season this I 1 la s true not merely ot of one city or of a dozen but of all cities in all civilized lands advertising esthe Is the sign and proof of progressiveness effective advertis advertisements eme ts havo have to bo be supported by good merchandise or they soon come to nn an end where advertising ver is continuous and done on a broad scalo scale it Is certain that the products of factories mills and shops will w ll 11 be found at their best and fresl freshest lest thare th cre stocks and gods will be most 0 t thoroughly and reliably up to date there also customers can depend doPer ild upon pon the most skillful servi service cean and I 1 d the most intelligent consideration it all goes back to the iame same root which is recognition of one ot of the grest productive forces of of modern civilization |