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Show "SCHEMES" Are you ever asked to "advertise" in programs for amateur theatricals, or other medium? of serai-benevolent, or semi-charitable nature" Are er asked to invest in space in "schemes" of doubtful value? Lei us frjsu a suggestion: Do not charge such expeditures to ADVERTISING. As a rule these mediums have i'ttl.- or no advertising value. Ififv ou feel iiat you M I 'ST ( 'ONTRIBHTE, DONATE cash or merchandise; but call il a DONATION DONA-TION in your bocVkeeping. The most succsful merchants agree that the daily newspapers are the best medium for store1 advertising. As one etpert Expresses it, "Your advertising appropriation should be expended with the same care as you would bundle money held in trust for another." The size of the Ippropriatiori should be at least from '3 to . per ent of your gross sales. Many limes a larger appropriation is needed. Newspaper advertising is tried and true. It has proven itsease. It will pay. Why take chances With valueless Mscb,emesfM v ; , |