Show CREDIT MIT C UL WHERE MERE CREDIT IS DUE A leading metropolitan firm bought space in a new ne york paper to say lne e believe in ad advertising IN e i believe belien e in it so thoroughly gaily that we are N illing unsolicited to bua bu this space to pa tribute to it not merely a tribute to ad advertising ert laing as an all art or as a profession lut to tg AdNer advertising as a power in busi and as a great factor and a pos positive itie necessity essit in the highest ape of conduct and of develop ment of the grett great enterprises that ha have e made amer can burines bu iines ansti a s and american commerce the wonder monder and the en enva of the ell enire tire w m orld 1 c N would not rot under any circumstance be understood as ai aavo catine eating ader advertising as a substitute for weakness in in either disc or methods of merchandising but anter ua as an ac accessory cessor of al at niest niost incalculable value alue in the e exploiting ond nd u of any worth product pr duct A Iver is a force only when ihen there is a fores force back of it 7 alc tlc 1 r right kind of advertising advertis ine reduces the cost of selling and therefore does not riot necessitate inflation of the price of the meri men han dise advertised Ader advertising an un werthy product ie is no more nor less than hastening the inevitable dis disaster ahter that must follow questionable methods either in the making or exploiting of merchandise of doubtful character advertising often follows and should follow as a sequence to uce sg 8 its merely dodging facts for any manufacturer or largo large distributor of any important and nationally advertised commodity to treat the advertising end of the business slightingly or as merely incidental to the business at large wf lot unless the advertising end of a business ia Is fully recognized as a substantial factor a part and parcel of the business there ia is going to be a leak in efficiency the ad advertising er department of a business ia is deserving of and find needs the most whole hearted sort of understanding and co opera tion of the entire force making up the personnel of its organization from our advertising department we expect only that the advertisements ti measure up to the standard of the merchandise and fur thedmore ther more we ie expect the advertising management to make euro sure that the merchandise is fully worthy of what is lo 10 be said about it t in the printed word A ord there ia is good reason for us to feel as we do toward advertising for we me are free to confess that we attribute a large measure of our success a very large measure in fact to advertising it is naturally to be expected that people will travel the road that leads them most quickly and safely to destination hence bence the guideboards guideboard i advertising hiding your light under a bushel is stupidity if you have anything worth north lighting it if you the less said the better IN e feel that the manifest condid confidence nee in our product pio duct now so well established was largely achieved through adier advertising of course the merchandise is mailly responsible but advertising told the world about the mei merchandise chandise after all is said and done advertising can be as big a force as the the merchandise that is back ot of it advertising like everything else must have backing and when properly backed it becomes ono one of the greatest forces tn in present day industrial life |