OCR Text |
Show Mythical "Summer Slump" ' In early and experimental stages of advertising certain months of the year were poor in business. Mid-summer ; was one of these periods and "the sum- j mer slump" became a byword among ; merchants. It was accepted as a nec- essary and incurable evil. Instead of I increasing their advertising to improve business, merchants virtually suspended advertising on the theory that business was not to be had. 1 Suddenly someone discovered that "the summer slump" was an hallucination hallucin-ation of an unbusinesslike mind. It j must have been a distinct shock to the old-timer when they discovered that the reason they were not doing business in the summertime was because be-cause they were not advertising. It did not speak well for the vision of these pioneer business men that they were so long learning this secret of advertising; ad-vertising; that advertising should be j used most extensively at those periods In the year when business needs an artificial stimulant. The business of advertising is to make business. With the aid of newspaper advertising adver-tising many businesses have transform- ed the " summer slump" into a sum- 1 mer boom". They have produced ; goods the public needs and wants dur- ! ing the warm months and have car -1 ried the news to the consumers thru advertising. Those who have something to sell-locally sell-locally or nationally will neither see nor feel this mythical summer slump if they do more and better advertising. There is more employment and therefore there-fore more money in circulation during June, July and August than during any other three months of the year. Why then should there be less business. nirJJyerveiashrd etshrd eta ohrd shd |