Show 77 TRUTH abut about S I 1 10 by CHARLES B ROTH FLY BY NIGHTS jeff peters the engaging waging WHENEVER hero in the book of 0 henry stories called the gentle grafter went into a new and spread his samples of corn cure ink remover etc out in front of him he always took one precaution he made note of how soon the next train left he had to jeff never knew what minute hed have to fold up his kit and hotfoot hot foot it for the station with policemen and angry customers in close pursuit he was that kind of business man we call them fly by nights they still infest our cities and towns but you 17 never saw one of them advertise or build a lasting sue cess the man who advertises verti ses for your patronage shows that lie he Y 4 has foresight and courage he wants to establish goodwill and to remain in business and the best diaries Charles Roth way for him to do these things is to send down roots and advertise so that you may come to him whenever you need what he sells jeff peters stands for the furtive parasite hanging around the fringe of respectable society dashing in and taking takina 0 whatever he can giving nothing i in n return ready to flee at any minute always expecting t have to flee the manufacturer or merchant who advertises however serves notice that he has become a member of the community and society he announces that he intends to be your business friend and to warrant your patronage and you buy from such a man with perfect assurance that you will always get your moneys worth and you dov do its possible for you to go into some stores and find merchandise which glib salesmen assure you is just as good 1 I 1 the fact that even they use advertised items as the standard of comparison is proof enough that they recognize the permanent power of the force we call advertising you as a consumer get more for your money if in all your buying you avoid the jeff Pe terses of business and select whatever you need from the stores of merchants who advertise and who sell advertised goods A business organization which wants to get the most for the money sets up standards by which to judge what is offered to it and in washington the government has an elaborate bureau of standards you can have your own bureau of standards too just consult the advertising ver columns of your newspaper they safeguard your ing power every d day ay of every year 0 charles B roth |