ADVANTAGES OF ADVERTISING.
Some merchants use but very little judgment in advertising (says an exchange.) So long as they have an “ad” in some paper, paying for it they -think it is sufficient, and trust to luck for the consequences. They shut their eyes,and discharge their gun in the air, and ■wait for the game to drop. They are shooting for duck and get crow. Advertising requires as much good judgment as to the selection of organs, as any other department of a merchant’s business. Judicious advertising always pays. He should advertise in an organ that will reach his customers. There are some business men who seldom advertise,and they are always complaining about their trade. They treat advertising as the improvident shiftless fellows do their roofs. When the sun shines, they do not need patching; and when it rains they cannot patch them. When trade is fair, they see no need of advertising ; and when trade is dull, they say they cannot afford to advertise. Moral —repair a leaky roof when it is fine weather; and advertise in all seasons. Advertising pays all parties interested better than any other commercial investment.
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https://paperspast.natlib.govt.nz/newspapers/SCANT18810720.2.16
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South Canterbury Times, Issue 2599, 20 July 1881, Page 3
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191ADVANTAGES OF ADVERTISING. South Canterbury Times, Issue 2599, 20 July 1881, Page 3
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