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Show CLIFF MEMMOTT. Editor the l0(i- fn 'ADVERTISING DOESN'T PAY?' the gTgg GIVES ANSWER TO THAT ! ! ! Xo T L. Beggs, publisher of the Ajo, (Arizona) Copper . g0eS credit for the very able answer to a question v often on the mind of a businessman who hasn't con-'ced con-'ced himself that it's just as important to advertise his products as it is to call the electrician to connect his lights and power. 'til The editorial, which was clipped from the Publish es er's Auxiliary, recently appeared in this column. However, How-ever, because the message ii contains might have been overlooked by the man who operates a business and is of Ihe opinion he need not promote it, I am reprinting a it this week. Mr. Beggs printed his editorial on the front page of his newspaper exactly where it appears in your hometown newspaper it was entitled: ADVERTISING DOESN'T PAY . . . i to Here's what he i : resi- rei, "There was once a man in our town who awoke one morning and turned off the alarm on his Big Ben. "Throwing back the GE electric blanket, he stretched 'Jl luxuriously before rising from his Beauty Rest mattress. Going to the bathroom, he washed with Lux, dried with a Cannon towel, made sure of the 'smile of beauty' before per giving his scalp a brisk three-minute rub and scraped Bur- ma Shave from his face with a Gillette safety razor equipped with genuine Blue Blades. Making sure his best friends wouldn't have to tell him, he wiped the ring from the washbowl, wash-bowl, a Crane fixture. "Donning Jockey shorts, Interwoven socks, an Arrow auui nith a Botany tie, a Hart Schaffner & Marx suit, and Florsheim shoes, he sauntered in to a breakfast consisting of Swift's ham and Rancho eg'gs cooked on a Maytag stove, spread Swift's Brookfield butter on his Wonder bread, and poured Westward Ho cream in his Maxwell House coffee, which had been brewed in a Silex coffee maker. "While eating, he listened to the news on a Zenith Zen-ith lidio, after which he donned his Stetson and, en-ierinj en-ierinj hit Chevrolet, drove to a Chevron station where fca-ut.tu'thii sCiIai tiit be .ui-on his Ford delivery truck. He then drove to his business establishment establish-ment over an Asphalt street. "Looking over his excellent stock of standard merchandise, merchan-dise, on display behind Pittsburg plate glass windows, he sprat the usual period of time in wide-eyed amazement be-iwaning be-iwaning the fact that for every item of merchandise sold ii his store, two or more similar items were purchased by his townspeople from out-of-town sources. When taxed on the matter he was told that they were unaware that he handled the line. "Opening the Yale lock on the front door he turned on the GE fluorescent lights and checked the cash in his National Na-tional cash register on a Burroughs adding machine. "Early in the day he disposed, of several salesmen "ho tried to sell him a line of 'orphan' merchandise, telling them, 'I can't sell that stuff here. No one ever heard of ihe brand.' "He then went to the post office and, after wading toee-deep through the direct-mailing pieces he had posted he day before, grew another ulcer while watching a long "ie of people waiting to receive their packages from the mail-order houses. "Upon returning to his store, he was disgusted to find '"e publisher of the-local newspaper waiting to see him. "When approached for an advertisement, he gave h standard answer, 'Advertising, in this town, doesn't (Pay. People here all know where I am.' "The moral of the story is: If this man would abandon attitude of 'buy my merchandise, at my price, or you vn 80 to . . . Phoenix' and remember that such silent ad-'w ad-'w is being taken more and more in these days of a buy-s buy-s market, he might possibly aid in getting the people to Mn( their money in the town where it was earned." ! v E v llQCR TRAFFIC GETS OFF EASY . . . lraff'ndications at the present time are that the liquor that 10 'S g0''nS to Eet off easily on taxation. This means addr U and 1 wil1 nave to make UP the difference and in Pens t0 that' w111 have t0 take care of most of the ex" ar es suiting from the use of liquor which, in the local there rUtlS about ei6ht times as great as the revenue. Then, ls the little matter of human values involved, too. v E v will rif krd is slow to anger, and great in power, and not at all acquit the wicked. Nahum 1:3. V E V ; a, cuedicaIlv and socially, the case against alcohol is just ar as the case against opium. Dr. Richard Cabot. y E v I stowed hhere anvthing sweeter than a moist, sticky kiss be-y be-y an only niece?" Daily News, Newton, la. . v E v "you3!,101 ife: "Remember when we were first married Sailn vSay 1 had a shape like a beautiful ship?" r- Yeah, but your cargo has shifted." 30 |