Show I 1 I 1 I 1 f I 1 I 1 I 1 I 1 T I 1 I 1 A a 11 BUILDING UP BUSINESS the tile philosophy of advertising proven by gradual steps in his address to the editors indiana at their recent meeting in fort wayne says the tile philadelphia Jl rod col 00 gil pierce of the chi cago daily news presented the following thoughts with reference to advertising which are worth remembering mem bering he said and in presenting a beautiful sheet typographically one should remember the advertisers as 03 well W ell as the readers A man likes to have his advertisement pleasing to look upon catching to t the e eye and indicative generally of the advertiser advertis er this class of patrona patrons are so im important por to success that tha t they sho should ull receive ceide every encourage encouragement men t particularly ticul arly should abe they y be impressed with the desirability of keeping their wares before the public A man never realizes the full benefits of advertising till he lie has placed tho the matter before the tile same people COPIC fifty or a hundred times the ee first ad is good but the one hundredth is worth more than five hundred as much as tho first some one has said that the F first arst time a man looks at an advertisement ti lie does not tco see it the second time lie does not notice 1 it 1 t the third timo time he lie is dimly conscious 0 of f it the fourth time he be faintly remembers something of tho the kind before the futh fifth timo time lie half reads it the sixth timo time lie turns his nose up at a t it the seventh timo time he lie throws tho the paper pa er down im patiently impatiently T the b 0 eighth time ho lie ejaculates theres Thero athe t lie confounded thing again the ninth time he lie wonders if heres theres anything in it tho tile tenth time ho lie thinks it might possibly suit somebody eases case tho the eleventh timo time h lii hi i thinks lio lie will ask his neighbor it be has tried it t or knows anything about it tho the twelfth time lio lie wonders if tho the advertiser can make it pay tho the thirteenth time he lie rather thinks it must bo be a good thing the fourteenth time he hap happens ens to hink think it is just what hew be bantes anted tho the fifteenth timo time ho he for a long time resolves solves rc to try it as loon as ho be can afford it the sixteenth time ho he examines he the address carefully and makes a memorandum of it the tile seventeenth time lie is tantalized tant to think ho lie is hardly able to afford it the e time tinie lio lie sees painfully how much ho lie is in ili need of that particular article the nineteenth time ho lie counts his is m money oney to seo see how much lio lie would I 1 have bave left if he bought it the twentieth time ho be rushes frantically forth and buys it |