Show EVERY BUSINESS MAN PAYS FOR advertising ADVER whose advertising bills do you pay the merchant who does not advertise pays the advertising bills tor for the one who does says art an exchange every merchant to in business pays tor for advertising whether he uses it or not it a competitors advertising takes any business away troia from him t the ile profit lie he would have made on the lost loat sale Is what his competitors adi ad vor casts him you haxe have perhaps wondered how home stores can afford to spend such enormous sums urns tor for advertising that thai to Is easy to fathom tria c competitors t 1 I who dout dont advertise and ana chosa business they take pay tor for their advertising 1 the jones family la Is a customer ot of yours fours they have fco 60 they intend to spend with jib you thai read the advertising ver of your competitor and are aie induced to spend their 60 with him instead ot at spending it with you the store makes 20 per cort cent or 12 on the sale it deducts we will say the 1 advertising costa cost and nas 11 profit net the advertising hascott ha has cost nothing it jet got back its cost and had 11 profit it would not noi havo bave had except for the advertising who paid tor for this advertising pid the tha advertiser pay NO he got baek the cost and profit besides did the purchaser pay no ile he pal paid donly only the regular price then who did pay the merchant that aid not advertise paid tor for his competitors advertising lie he not only paid tor for the other fellows advertising but lie be paid out of his cash drawer the profit his competitor made on the sale tho the merchant that advertise adverts 40 pays paya the a advertising bill tor for the one who does lie he pays in loss of sales and loss ot of profits |