Show WHY advertising PAYS some firms chave maintained that advertising is an expense added t to cost of dh distributing goods let us see how it works there seems beems no reason to doubt that say any concern that distributes reliable mei merchandise chandise can secure and hold a greatly increased trade by advertising watch the crowd flock into a stoie etoie after a sale is announced and your own eyes will prove it over and over again small and obscure firms chave gone ahead in ia a short tune time as aa the result of judicious publicity when a store tells about its goods and solicits patronage people feel a desire to see the merchandise thus offered and they also think ithac such a place Is a live one that will give good ser vice J bany stores double their sales in a short time through using regular regul ar publicity but the expense of such a store did not double from the increase 01 ol of trade its overhead costs for cor interest taxes rent za salaries laries etc would have increased but ver little andeits operating expense would not come anywhere mear inear doubling its total costs might not be more than 25 per cent above the figures on the old basis consequently the charge to bo be made against each article tor for overhead and running ruining expenses would be much less than previously ne store could sell stuff for less money than before advertising enables the enterprising merchant to do business on a bigger scale and take advantage 0 of special opportunities it the non advertiser is offered a large lot of goods at a special price he might teel feel that the deal was wag too big tor for him to swing with oils ihla regular trad but the advertiser would linow know li now that by announcing a special sale he could get the public coming coining to his place and could work off those goods in a short time he could afford to sell them at a low price and the deal would pay through the big volume of sales in a brief period thus the he advertising store can an handle large lame deals at a profit both to itself and the public and newspaper publicity Is one of the biggest forces tending to reduce the cost of distributing merchandise |