Show experiments I 1 IN advertising an interesting experience of 0 the the value of advertising occurred a few years ago in indianapolis in that city the merchants of 0 a certain section of 0 east washington street became convinced that they were not getting the trade they should have although they claimed that owing to tower lower rents in that section they were in a position to offer low prices in order to attract public interest inter sixty merchants in this neighborhood formed an association and used 11 newspaper space freely claiming that owing to low rents they were able to pass on lower prices to the public while the members of 0 the association were warned not to expect immediate results yet the gains from the campaign were so surprisingly large that the project for advertising was extended six months beyond the date originally set it is amazing how public interest in a store or a group of stores can be increased by advertising there are always a good many places which do not seem very conspicuous in the trade of a city and to which the majority of people pay little attention but it such places will wake up to the value of publicity and begin to use some public interest is excited the place that looked just like any other store begins somehow to take on a different aspect people remember that this is the store that they had seen advertised in some newspaper they become interested and realize that inside that store is ia some force of initiative that is pushing its way through the trade of the community and winning attention by its power and intelligence telli gence and aggressiveness thus steadily such a store gains friends and enlarges its business |