Show supplementary wook needed these points of general character ought to figure in evory every retail advertising campaign pai they ahey should of course be supple supplemented by specific specify c advertising ver that will create sale for specific goods and whatever the text may be first last eind and always every stet statement ement unequivocally true f from rom every standpoint J twenty five years ago advertising and the truth were apt auit notto not to harmonize to day they are inseparable P published ab falsehoods are not ad advertisements erti Use ments the dealer who is finan financially chilly stron strong enough and who hits has mail order competition to meet should follow his newspaper advertising with letters and catalogs B he should use the mails as freely as possible dud enciu encourage r his customers to form forin tho the habit of trading tj with him by mail when it is convenient to visit his establishment in person and incidentally the dealer who is complaining about mail order competition should remember that the local job printer hits has the same sort of fight on his hands if the local handle the work at a reasonable price it it should li hive ive the preference pre ferance dealers who will taue the time to study advertising methods particularly those employed by their s successful mail order com peti pe titos tors will find theretha the fe rethe ithe best available text book the very success of those methods evidences vie their worth nearly every line li ne of business has haa its trade paper and early every trade paper that goes lo 10 retail dealers has something to say about the importance of good newspaper advertising F few ew it is true have aftem attempted apted to provide their readers with good advertising copy as tile the american lumberman is doing but they are unanimous in their indorsement endorsement indor of newspaper new space as the best payi paying n g rr publicity bli jai ity ob taine able by the retailer their ill e i r advice on this point is good |