TOOK HIS OWN MEDICINE

Taranaki Central Press, Volume IV, Issue 305, 9 December 1936, Page 3

TOOK HIS OWN MEDICINE

Thfit advertising is the one and only sure way to ensure commercial success is the contention of Mr Herbert Hickman, a publisher of Kansas, U.S.A. In an, article in Linotype News be describes how advertising, despite the depression, rebuilt a jewellery business that was practically a “gone” concern. Describing how advertising had affected his own career, he said: “I came to Florence some time before I was 21 years old on money that I borrowed to bring my young wife and myself to a 12 dollar 50 cent. « week job. I got a raise in less than sixty days because I continually suggested methods of selling more advertising and printing for my boss. I became owner of the Bulletin 15 years ago because I advertised to my banker that I could put the business over to profit sufficiently to repay the loan. “I purchased my second newspaper because 1 advertised that I wanted one. And when 1 equipped that plant with a new linotype, 1 advertised that it was need d in the best interest of the business. “I lost the best manager of that newspaper because the Government advertised that it wanted a postmaster in that-town. And I am continually telling ail my business associate.' that it pays to advertise. “Just the minute any person has an article, a service, or anything be expects the public to use and pay for. just that minute it’s time to advertise. 'flic fellow who doesn’t believe in advertising has no place in rummercialj affairs, and, least of all, a new.papermnn.” Editor and rub lisher.