SUCCESS IN BUSINESS.

Taranaki Daily News, Volume LII, Issue 41, 13 March 1909, Page 6

SUCCESS IN BUSINESS.

"ADVERTISING IS EVERYTHING.' A writer in the current number of Modern Business once asked Mr. Gamage, the head of the well-known firm of that name, what he thought of advertising as a factor in the building up of a great enterprise.

"AVny," was the reply, "it is everything. I have realised that from the very first, when 1 almost covered my whole window with a poster. You must let the public know what you are doing Advertising isn't a luxury, nor an experiment, but an absolute necessity, i may have the largest stock of the best goods at the lowest prices in Britain, but ■1 shan't sell them unless the public i know that,l have thein; and the only way I can let them know is by advertising in as big a fashion as 1 can. And always advertise truthfully. It is fatal to exaggerate. The public always find you out; and, indeed, 1 don't myself know anything more infuriating than the discovery that things were not what they were advertised to be. Whereas, by giving a customer much more than he expects, or as much, you make a friend of him, and he comes again. So strong, indeed, are my opinions on the matter of truth in advertising that t would never allow an unduly laudatory adjective to be prefixed to any goods 1 was advertising. And then, again, 1 am a firm believer in the illustrated advertisement."