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Show NEWSPAPER ADVERTISING. Newspaper advertising is the strong right arm of business, says a publisher, and American business supremacy su-premacy in the result of fine ideals, energy and printer's ink. Advertising is the twin of salesmanship. Never are they separated. Every business, profession or vocation uses them in some form. The mainspring of all business is advertising and printing is the voice th;it carries the message to its market. mar-ket. You call upon printing to establish estab-lish confidence and good will; to create cre-ate the desire to buy. An exchange tells the story of a boy who took some rabbits to mar-; ket and returned that night footsore and weary without having made one sale. His mother inquired why he had not made any Rales, and his reply was that no one had inquired what he had in his bag. Almost a quarter of a century ago A. F. Pears, the famous English soapmnker, was spending about one-quarter one-quarter of a million dollars annually for advertising. His annual sales ran into the millions and Pears' soap became be-came known throughout the civilized world. About this time the directors of thei company decided that since the con- j cern was selling the entire output, the advertising could be dispensed with and it was accordingly stopped. Within six months the company lost 35 per cent of its total business and it cost $0,500,000 to get it back where they left off advertising. Who of this generation ever heard the question, "Good morning, have you used Pears' soap?" It was a byword by-word 25 years ago and every one used it to greet friends with. This illustrates the memory of the public and the pratical value of uninterrupted un-interrupted advertising. Advertising at the present time is on the threshold of far more daring and wonderful things. Herrin (111.) News. |