IT CERTAINLY PAYS TO ADVERTISE.

Taranaki Daily News, 15 July 1916, Page 3

IT CERTAINLY PAYS TO ADVERTISE.

V (New York Evening Recorder), "It certainly pays to advertise. 'The merchants who believe thig an J act accordingly are the merchants who are making money. 1 lie merchants who don't are those who are running behind every yeai be* cause of lack of customers. "There may be exceptions, but they do not affect the soundness of the rule. • The psychology of advertising it not so to understand. Tlie things that are uppermost irt our minds ?re the things that we read about and hear about. "Advertising and its results illustrate the power of suggestion. We buy the articles that arc adver» tised; we go to the play that uses thai most newspaper space. •The man who lias anything to sell must 'tooth his horn,' or the buyers won't come to him. "It makes no difference that what faei has to sell is no better than the offer* ing of some other fellow. "The crowd knows about it; it knowi nothing of the other fellow's goods. "Nearly everybody advertises in om way or another. "The lawyer whose name appear# id the Press in connection with an important suit is doing the same thing. "The minister who gets the news* paper to print his sermons is advertising himself and his church. "It may be noted, by the way, that the churches quite generally of lato years have come to see ths flraluo oi advertising. "For success in life of a substantial kind two things are necessary. Ont is to be able to do something well, and tho other is to let the public know that you can do it well. "This is the beginning of the Goldefl Age of advertising. "We say the beginning, because it if only of late years that the possibilitie( of advertising have been understood. "No sane person, nowadays, dlsputel its value. "Every man always realises that a few lines tucked away in an obscur» corner of a newspaper, attacking !hi( character, would be likely to do Ihia serious injury. "But how filow most men have beet in coming to appreciation of the fact that judicious use of the Press could di them and their business a lot 0! good!"' It is a noteworthy fact that the mort successful the business the larger is itt advertisements; the greater the profitsi the greater the advertising appropria* tions.