OCR Text |
Show EDITORIAL ADVERTISING CUTS PRICES Persons who have not given the subject of advertising serious thought may be inclined to believe that atan-cliinl atan-cliinl products could be sold cheapei if the manufacturers did not spend iO much money in advertising them. The contrary is the truth. Every concern which seeks a gen-ei gen-ei ill market for its goods finds it necessary nec-essary to set aside a certain sum each year for advertising, and this ik charged as a part of the operating expenses, the same as rent, fuel, or insurance. The aim of the advertising advertis-ing manager is to buy the largest possible circulation among persons who would be interested in his product Every 'manufacturer has certain fixed charges which must be paid out of the receipts from, the business, and the larger the volume of business that can be created the less per ar-Uole ar-Uole in charged for the payment of overhead costs. This volume of business bus-iness is obtained only by creating a demand for the goods, and it is most quickly and cheaply. done by direct appeal through newspapers. The same principle which obtain.-in obtain.-in the case of the general advertisel could be applied in the business of the smallest merchant. The quicker the turnover which a dealer is able to make the sooner his profit is obtained ob-tained and the cash is put in the till for new purchases. Advertising ol the practical kind will help to make quicker sales and more frequent pro fits. The result is that the retailer, with the aid of the general advertisor is able to maintain standard prices and quality in the widely advertised articles. WHY GO FARTHER THAN THE AMERICAN EXPRESS OFFICE for MONEY ORDERS WHEN YOU CAN BUY THEM RIGHT HERE. |