ON BUSINESS BUILDING.

Taranaki Daily News, 11 July 1918, Page 6

ON BUSINESS BUILDING.

FOR EVERY AMBITIOUS RETAILER. FRANK GOLDBERG, Managing Director, THE GOLDBERG ADVERTISING AGENCY, LTD., WELLINGTON, N.Z. "This is the result of Advertising." The words were spoken, slowly and seriously, by a nice old lady—obviously a gentlewoman of the old "school—who stood on the edge of the immense crowd that gathered at the opening of Whiteley's vast store.

And what is more, she repeated her words two or three times. So it was quite clear what had impressed her more than anything else in connection with the great Whitely enterprise, was the tremendous power of advertising, the judicious use of which had, year by year during half a century, built up a world-wide business which was now enshrined in the World's Biggest Store. It i 3 a very striking tribute to the importance of Advertising in Modern Commerce—this chance remark by this old lady who had probably observed many advances in advertising in the course of her life. The science of '(Publicity MUST be a very CONSPICUOUS factor in commercial activity of the present day, to make such a deep impression upon the mind of a quiet old lady of this class. Her remark indeed, gives one food for reflection—it makes one think about things. A DISCERNING PUBLIC. Have YOU ever thought, good Reader in the intervals of your business day —about the way in which the general public regard advertising, its effect upon an intelligent mind? Have you ever considered, also, the possibilities which lie latent in Scientific Publicity} Has it ever struck you that there may be—and very probably ARE—among the many readers of YOUR advertisements in the local paper—sundry observant and intelligent critics who regard them with a discerning eye, and weigh their merits and their faults? The public is NOT, by any means, an unintelligent and unthinking body—on the other hand, it is remarkably shrewd and clear-sighted. If you imagine it is not, you are making a big mistake—a mistake wheh many advertisers have made to their cost.

You CANNOT afford to put out indifferent advertising. Even if your business is a small one, and located in a small town, 3'ou owe it to your reputation —you owe it to yourself for the sake of CREATING a reputation, if you are new in the business —and you owe it to your customers to set up a certain standard of Good Advertising, wheie.,y you shall win favor and repute. Once you allow yourself to lower this standard of Good Advertising that you have set up, you lower at the same time the reputation and good name for yourself and your business. ON MAKING A NAME. No man is so small that he cannot make a name for himself —no business is so small that it cannot grow. Consider again the comment of the old lady outside the Great House of Whiteley's on the opening l day. "This," she said, "is the result of Advertising." Isn't there a lesson for you, good sire in her simple saying? Your local conditions of trade are, naturally, vastly different from those which govern a world-wide enterprise like Whiteley's, but you have the same opportunities ot frowth, progress, expansion as the late Mi*. William Whitcley had when he laid the foundation of the present great business, over half a century back, with one little shop in Westbourno Grove, staffed by two girls and a boy. London of that day wa3 just as different to London of to-day, as your town be it big or little—is to what it may grow to be in the course of time. Why SHOULDN'T your town growt And why shouldn't your business grow with it? Towns do grow you know. Growth is a natural law—and even towns are not exempt from its influence. Is there any valid reason why you should not make yourself the leading draper, the leading tailor, or tho leading house furnisher of your town? I Well—enough said. Ponder the lesson I well. Advertising means Growth. Growth means Success. [ Others win it—Why not YOU? I ■_.