WHY IT PAYS TO ADVERTISE.

Poverty Bay Standard, Volume X, Issue 1090, 22 June 1882, Page 4

WHY IT PAYS TO ADVERTISE.

A reporter dropped into one of our large retail establishments and held a conversation with the proprietor. “ You have a great rush,” remarked the reporter. “ Yes,” replied the proprietor, “ a big rush—partly’,because of the season but mostly on account of the advertising.” “ How can you tell whether advertising pays, and what papers are good mediums ?” “ I can tell that advertising pays by stopping my advertisements. I’ve tried it. Trade drops not at once, but the tide of purchasers flows some other way. The cash receipts tell the story.” “Is there any difference in the sharpness of buyers—l mean do they haggle much over prices ?” “ Oh, no, we sell at one price, and all the stores in Boston do the same. They will sometimes say they cau buy such and such an article cheaper elsewhere. When they mention the place we send and see if it is true, and if so we mark our stock down.” Suppose you should give up advertising ?” “ Well, I should save a big pile of money the first year, but I should lose a bigger pile the next two years. You must keep the boiler heated if you want steam. If you bank your fires too long it takes time to start up. Advertising is the steam which keeps business moving ; I’ve studied the matter.”