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Show READING THE ! ADVERTISEMENTS It used to he an old time joke that some people w-e an fnnd of newspapers newspa-pers that thev even read the advertisement? adver-tisement? That might have been a humorous remark years ago. At that period some merchants would run an advertisement adver-tisement for a whole ear unchanged Clothing dealers would start in advertising adver-tising January first with a notice of overcoats for sale, and would still keep It running in July To Jay people read the advertising as a matter oi business The women read it just as a farmer reads his price current or a banker reads the financial news They thereby get ideas as to how they can save on 1 household or pertonal expenses Proh-ably Proh-ably a majority of the women turn ; first to the advertising of their favorite favor-ite merchants, and then read the news later. ' The men also read the advertising carefully. Even If they hae no business busi-ness enterprises of their own. the 'are interested in the advertising as a 1 reflection of the business life qf the town. There is no time when advertising I 1 is worth such careful attention as in j j midsummer All kinds of merchants I have the proposition before them nf cleaning out their stocks before cool ; weather comes on That takes a j j great deal of publicity The goods I won't move of themselves. The pub-; pub-; 11c must be told about them, and in some detail I The story of what Is happening in the stores will be found in the adver-j adver-j tising columns of The Standard : Mo6t of the newspaper readers are I seeing it, and it will repav their closest clos-est scrutiny |