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Show the home x i:vsi' a ri:n. The Amkhican Storekeeper gives the following invaluable hints about advertising in the local paper, which should be pondered over and weighed by every busi-nees busi-nees man who expects to do business, busi-ness, and who is striving to work up a both satisfactory and remunerative re-munerative trade: The best form of advertising is that given in the local press. Of this fact there can be no doubt. Circulars, calendars, cards and neat hand-bills have their appropriate place as agents, but their use is limited to the transient or special occasion. The printing art has so far advanced nnv-alays that nothing hut the finest forms of illus-Btrated illus-Btrated and letler-nress work are not'ieed, much loss presevved. It is diflercnt. however, with a regular advertisement in a loeal paper. That is Fcen and read hy the entire family of each subscriher. ' The announcement ot a special sale creates comment and the subject sub-ject is carried in mind until opportunity op-portunity is found to test it by personal inspection of the wares. Any retail merchant could afford to take good space in the local paper and pay for extra copies to bo mailed by the publisher to a certain portion of his trade area each week. The locality can be changed with each isue, until all is covered, and then the plan can he repeated. The merchant who makes a friend of his publisher is the lucky man. It is not difficult to do this by perfectly legitimate methods. Deal with him, and the law of reci-m-ooity is established without Congressional Con-gressional interference. The broads'dc in naval battles used to do the work; and the broadside broad-side in the local journal will do it for you. A half-hearted policy will not e-uffice with advertisers. It must be bold and strong. Set aside as large a sum as you can possibly afford now don't wait till next year and say that jtou will ve turo that without stopping to estimate esti-mate results week by week. Keep track of business, to be sure, but if returns do not seem to come in at oner, follow right along for a given time, nnd then count the items of expense and returns, jfnke up your mind to spend the full allotment before yon pass judgment. judg-ment. Let us say you begin 1S9.1 with $o00 put as ill o f o r th e 1 ea ding papnr in your town. You know wliich that is. During the busy season you take relatively small space say f column. When trade drops off nflor New Year's double your space for a month, pushing bargains to reduce the stock. Improve Im-prove every special occasion thai is likely to bring a crowd htloiown; for such events are your free advertising ad-vertising chances. Help in local events nf interest. Popularise yourself by favoring church ba-j ba-j .aars, meetings of farmers and all i sorts of gatherings. When ynu ! j know a crowd is coming, time your j j advertisement to strike the eye of j i that crowd and give it ''local color- ' ji'iK-" I After the mid-season, drop your 1 lai'f'e spr.ee and take only a small 1 advertisement, on the score ot busy : times. Repeat this system, and i the proof df its wisdom will lie ap- , parent before lSOf! is rmh-d up in a wad and tossed over to history : makers as a bit of material for them ! ' to Use. |