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Show Midwinter Advertising January and February are a period when the public looks through the newspaper news-paper advertising with keen attention. A great many people have formed a regular habit of delaying purchases until un-til this time of year. They know that most merchants will give unusually good bargains in midwinter to save carrying car-rying goods over until another year. A merchant that does not get into line and i ell the public through the newspapers what he is doing at this time of year will find his trade slack. But a simple statement of the good values that can now be found in almost any enterprising enterpris-ing store will be read with eager interest. inter-est. The store will find that it is doing an excellent business even at a dull period. Goods can't be moved unless the pub lie is told about them. A customer may go by the store every day in the week, but if she does not know that inside, back on those shelves, is just the bargain bar-gain that would appeal to her, the goods might just as well be in Jericho. She goes home, picks up the newspaper, reads about the special value offered in some other store, and on her next trip hunts out the place that had the enterprise enter-prise to seek her patronage. The merchant who does not advertise pays a high price for the money saved. Goods glow more unseasonable the longer long-er they stay in the store. The proprietor proprie-tor is getting no profit on them to pav his fixed charges. Rent, interest, taxes, light and heat, and clerk hire expenses are running along every dav, and must be paid. The only way to pay them is to keep the goods moving. Goods held over until another season are apt to become so shopworn or out of style that they have to be sold for a song. Goods well advertised and sold during the season for which they are sought go at a fairly good price, and help the merchant close his season without with-out loss. Herald-Republ c .n. |