Show 9 value of newsy newspaper ap er advertising tile the science of salesmanship P is Is gaining gr ground aund it jeaa aas revolutionized american commercial methods in a comparatively few years rears and daily it points tho way to new methods and improvements prove ments it has exploded the theory that salesmanship i is 93 i altogether a natural endowment endows edt salesmen are being made today by education and training fig no matter how much natural ability a man may have lie he must know something about the principles of selling otherwise he will fall in competition petition con with men of equal or less ability who have had more thorough grounding advertising is in a way the most complicated branch of tai the e science science of selling but its difficulties f have been rosly crosly exaggerated with the result that the average man is as loath to attempt the preparation of ad ver copy as he would be to undertake the practice of medicine or the trial 0 of a lawsuit Jaw suit in ali case of the small merchant this attitude is a bar to success a handicap that must be overcome and the retail merchant can learn advertising others MOM ba the great mail order business have been built on aier advira 1 i ng and nothing else their success demonstrates the utter futility of any attempt to I 1 compete with them that that ignores advertising ver as its primary instrument and the there re are certain ea baisly isly defined rules that will serve as a safe guide for the retail dealer whose business is not large to the employing of an advertising expert |