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Show FAKERS DON'T GET RESULTS It's pretty hard to convince some merchants that the)' had better d'rop' theij- money down a well than to pass it over to a fly by night advertising solicitor the smooth guy who drops in with a publicity., scheme that isn't worth a minute of your time or a cent of your men- . ey. It takes some people a good while to learn that the same amount . spent in a newspaper would bring infinitely better returns. I his . country is filled to the brim with smooth young men v.-ho do nothing . but think up publicity schemes. Once they have framed a catchy one . they beat it to the smaller towns to "unload'' on the merchant who. believes that any kind of advertising is good, and who thinks that . novelties and time cards and stock booklets with his name upon them j' are actually business getters. These young men don't ply their trade so much in the large cities, because there is usually a commercial club j or a board of trade ruling against just the sort of thing they seek to dispose of. But in towns where every merchant has to think out his own plan of advertising and where he hasn't tried to understand the inside workings of these fly by night schemes the waste of money goes right on. And the funniest part of it is that the fellow who bites usually pays cash in advance and takes the smooth stranger's strang-er's wordfor it that he is going to get more than his money's worth. The News is strong for every kind of advertising that will pay, but detests fakes. That's why it spends a good deal of time regretting that some merchants can't see that which successful ones long ago learned that of all forms of advertising known to man nothing has yet been found as good as space in the home paper. |