| Show small stocks disappearing one of the benefits that the nation nabon has hag derived from advertising perhaps unknowingly is the steady discouragement of small stocks by merchants huu in every community it is the mer chants with reasonably reason aby large stocks w who ho have sufficient confidence in 10 t themselves hem selves their goods and their s service t to advertise dv etisa the tham and 1 in n every v e ry I 1 locality one finds v tty that the merchant with an u unreasonably small stock is the one who cant afford to advertise what he really means mean however is that his margin of profit on each article sold must be so large that he cannot shave abow a few centa off it for advertising purposes or thinks he cant in other words worda his turnover sufficient for the overhead expense only by advertising I 1 is a steady turnover possible and it usually is 13 the case that the merchant who advertises much really has a smaller ex expense per dollar of turnover than the merchant who advertise ader ad tise at all 11 for instance irusta nee if a merchant a year to do business he be will have nave to get that much mae profit out at of his business he turna over or 2 if he can frn over th the former amount ahr thru exten extensive siv e adv advertising e rt ising amount he will III b be maling making more money than if he is sati satisfied fled to turn over the latter amount without adver tunner the keynote to the entire situation some persons persona frequently express surprise at the amount of advertising done by some prosperous firms but they should always compare the volume of advertising with the volume of business done and that tells tella the true story there la is a department store in phi hi adelphia which spends spend hundreds of thousands of dollars a year with t he cites papers but when some body once expressed the idea that this thia was extravagant the owner showed that he be was spending boly ul Y on one e cent on each dollar of business f for r advertising dver less than who advertised much less leas but others spent much per dollar of business done abers there a mai lorder lan house the world I 1 that can an build in up farolan parowan and let that sink in please |
