It Certainly Pays to Advertise

Horowhenua Chronicle, 1 February 1916, Page 3

It Certainly Pays to Advertise

» (New York ''Evening Recorder.") "It certainly pays' to advertise. "The merchants who believe this and act accordingly are the merchants who are molting money. "The merchants who don't are those who are running behind every year because of lack of customers. "There may be exceptions, but they do not affect the soundness of the rule. "The psychology of advertising is not so difficult" to understand:. "The things that are uppermost in our minds are the things th*)f we read about and hear talked about. "Advertising and ite results illustrate the power of suggestion. *' "\Ve buy the articles that are advertised ; we go to the play that uses the Jiid.st newspaper space. "The man who has anything to sell must 'toot his horn' or the buyers won't come to him. "It nvakes no difference that what he has to sell is no better than the offering of some other fellow. "The crowd knouvs about it; it knows liothing of the other fellow's goods. "Nearly everybody advertises in one way or another. "The la wyer whose rim me appears in the Press in connexion -with an important suit is doing the same thing. "The minister who gets the newspaper to print his sermons is advertising himself jind his churcih. "It may be noted, by the way, that the churches quite generally, of late years, have come to see the vmlne of advertising. "For success in life of a substantial kind, two things are necesary. One is to be able to do something well, and the other is to let the public knorv that you can do it well. "This is the begining, because it is only of late years that the possibilities of advertising have been understood. "No snne person, nowadays, disputes its value. "Every man ahvavs realises that a few lines tucked aw'*«y in an obscure corner of a newspaper, attacking bis oliciraeted. would bo likely to do him serious injury, and he immediately calculates its value for purposes of obtaining damages at hundreds,—sometimes thousands--of pounds. "But how slow most men have been in coming to appreciation of the tact that iudicious use of the Press could do them and their business a lot of good!"