Gleanings

Horowhenua Chronicle, 17 December 1915, Page 3

Gleanings

J» — A .I'UJiSIi WORD ON ADVERTISING. "liny the car tlmt doesn't advertise. It's cheaper. You'll save all the money they don't spend 011 advertising.'" This mossbacked bit 01* economics still floats through brains that do not analyze things very closely. About as telling a destruction of it as we have seen for many years appears in the Strand Magazine in reply to the question, "Who pays the cost of advertising?" The editor quotes from the reminiscences of the late James L. Barratt these -words:— "Here is the real truth of the matter: Money wisely spent in advertising increases sales and profits In such an extent that sufficient capital is provided for the operation ol economics naturally resulting from buying and manufacturing in larger quantities. The bigger the volume of trade the cheapen is the relative production. "In fact, as all leading advertisers .know, the production is cheapened in <1 much greater degree i>v advertising than is represented by Hie money spent in advertising. Were it othcnvise. there would be no use in advertising. "Much as we advertisers lovo the newspapers, to whose revenues we contribute so handsomely, we only perform this service because we get more out of the publicity thew give us than they get out of us—with occasional exceptions which are soon rectified." This is a self-proving proposition to any one who stops to think it over. If it wasn't, why on earth wouldi business men advertise? No sane human being would go on endlessly paying out money for the privilege of attempting to pull himself up by his oira bootstraps.