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Show SUMMER ADVERTISING There are some business firms that make it their practice to let "up somewhat on their advertising in summer. Sometimes they may argue that many of their townspeople are away. But if that is the case, it is also usually true that a great many visitors are in the region at the time, and are carefully looking over the newspapers, and making such purchases of things as they need. When people are away on vacations, they have considerable time in which they can put in shopping, and often buy more than they do at home. Frequently they like to carry some articles home as a kind of souvenir of their trips. The firms that keep their advertising up through the summer draw a lot of transient trade of people who are visiting in the locality or who pass through it as tourists. A great many firms have goods in stock at this time that will be a source of expense if carried over to another season. Styles may change, money haa to be borrowed to carry goods that do not sell readily. A great many enterprising firms find that they gi'in the best results by cleaning up their stock very largely as they go, and getting fresh goods on their shelves. They accomplish this result by advertising freely through the summer. It is tremendous help to a firm if it can give the impression that it is pushing for tracle every day and week in the year. The firm that advertises constantly gives that impression. It makes the public feel that it is alert all the time to pick up goods at a bargain, bar-gain, and pass its good values on to the public. Metropolitan department stores know the game of merchandising, merchan-dising, and it is noticeable that they keep up a great deal of advertising ad-vertising through the summer. It pays for them, it will pay for the stores in this vicinity. |