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Show TROTHabout ADVERTISING I I By CHARLES B. ROTH ADVERTISING'S NO MYSTERY . U1 uS remember well when J John Slattery started in business. busi-ness. He couldn't have been over -J and he had only a few hundred dollars in capital. But he did have a wife and two fine boys. He wanted to make them com-fortable. com-fortable. He quit his xTTl job, went in on his U'VJ,! own. At first he would J- come to us and in . ! his frank, likable way ask if we would buy from him. We V liked John. It flat- i.vVs1s tered us to have him invite us to become jr his customers. We . began trading with Charles Roth treated us so considerately and so honestly; he gave us such good service; he was so grateful for our patronage, that we enjoyed being his customers. It made us feel good. Others felt the same way. His business busi-ness grew. Then he began asking more people to trade with him than he could reach in person. He had to run small advertisements in the newspaper, news-paper, which he wrote himself after store hours. As he grew larger he ran larger advertisements, and where in the beginning he had a handful of customers, cus-tomers, now he had several hundred. He continued to advertise in the newspaper. His business continued to grow. He couldn't know all his customers by name now, of course, but they felt that they could buy from him with confidence because he had been recommended to them by another friend whom they had always trusted. This other friend who recommended recommend-ed John Slattery was the newspaper which carried his advertising. Whatever you read in the newspaper news-paper you naturally feel you can believe, be-lieve, because you know that a reputable repu-table newspaper will not accept advertising ad-vertising from any but honest and reliable concerns. Because this young man starting in business made use of that aid he built his business. As his business grew he was able to give his customers cus-tomers better service and more for their money. Although few of the persons reading read-ing his advertisements and becoming becom-ing his customers realized it, they were all indebted to the newspaper for its service in bringing to their attention an opportunity of getting more for their money by publishing advertisements of this enterprising young man. Advertising is serving us in this same way every day, by bringing information of where we can buy most advantageously, by helping us to find what we want at the lowest possible prices. Charles B. Roth. I " V " ' " j1 V 1 wil ' -5ssi7 J. C. Vuncannon of Banner Llk, I ( 1 J 'J top lejt,U one oj the buyers. Here he's I ' 4 exa minin8 some ' t - ' yi'a't "Princy Pine" a low I s y ft t&M and sPreadinS ever- I X V" ' Sreen, which the ' ! 1N "3J'y!5 mountaineer has I J- Sl brought in. Left: A I' ; AfA ,r at Vuncannon s " I . fi makes long ropes of 11 I h$&J- laurel sprays used for I LsW rfV' V:1 streets, stores, etc. ; vfeslTia 2ar 1 1 M-l I t I T" r rVi " H 'J 1 r v 1 The cords are finished Jt iH frrn and -C'fSS:tW decora, Xntf. We one their par, eive your new wsi ssw i lb o V "il i lit |
