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Show MR. SPASMODIC ADVERTISER One blow of a hammer doesn't build a house. One smashing advertisement doesn t build a business. It merely does its share. Each advertisement you publish aims to stimulate the day's trading. trad-ing. And each 'day's job, well done, helps to strengthen the fountain foun-tain of the business for tomorrow and for all the future. Each advertisement ad-vertisement gains strength from the previous record. Each advertisement, adver-tisement, in its turn, gives strength to the future record. But to get these benefits advertising must keep on steadily as you expect the business to keep on. To weaken in the program because a few advertisements don't create a reputation equal to that of a store which has been building prestige steadily year after year would be as foolish as to stop work on a house because the first blow of the hammer didn't do the whole job, from cellar floor to top chimney brick. The quitter rarely wins in a race. "Keeping everlastingly at it," in the words of one of the most famous advertising adver-tising slogans, "brings success." |