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Show How to Succeed John vVanamiker, who can claim to speak from e .peiience says: "I never in my lif ' nsed such a thiig as a poster or dodj-rrr or lin'id'uil! . M7 plan for i flrtaa years liaa wen to; toaysoaniaali -i-te iu th newspaper and fill it up with wtte.t I wanted. I would not give an advertisement in a newspaper of 500 circulation of 5.C00 dodgers or posters, li I wanted to sell cheap jswelry or ran i rrrmhliiig scheme I might use posters, but I would not insult a decent reading public with bandbills. The class of people who read 6ucli thing3 are poor niP.tciial to look to for support in mercantile mer-cantile affairs. I deal directly with the publisher. I say to him, 'How long will vou let me rnn a column of matter throii"h your paper for f 100 or $500?' as th? cae mny be. I lot him do the Sgur-in.-, and if I think he is not trying to ta!;o more thin his share I give him the copy. I lay asidd lhe profits on a particular par-ticular line of goods for advertising purposes. The first year I laid aside $3,000; !. Hi year I laid aside and spent 10,00"'. 1 have done better this year, ami s'raT increase that sum as the profits warrant it. I owe my success to the newspaper." |