Show DOLLAR MAKERS ads invariably contact contacts I 1 part Community Of by GEORGE T EAGER R HE owner of a fine florist THE shop in a midwestern city was recently discussing advertising ver with a busi business ness friend the friend owns a thriving food store that does an annual volume of A complete stock of choice foods 0 excellent service and Judic judicious iou s use of ne newspaper advertising had built the business dont talk to me about advertising said the florist th there ereis is so much of it everywhere that it just cant pay look at this newspaper here so chochu of ads that mine would never be seen or noticed the two inen men happened to be walking through the busiest section n of the city you A ising are one of a number AN of men in f this city who would be making more money if you understood how advertising works said the owner of the food store advertis ing is just like the traffic in this city traffic looks tangled up and confused theres too much of it and you might think that any single automobile or truck would be lost in the shuffle but just remember that this gray car that is pas passing sih us and that red delivery wagon that just turned the corner are very important to a certain number of people in this city its the same way with advertisements ti there seem to be so many of them that they are confusing but each advertisement is im imi i to somebody 7 papers carry an advertisement of my tore store featuring a special purchase of oranges and grapefruit a lot of new cheeses and a special offer on ginger ale to a lot of people that advertisement is lost in the traffic but experience has taught me that this same advertisement will seek out for me enough people to w whom hom the merchandise is highly im important to make it pay |