Muncie Post-Democrat, Muncie, Delaware County, 12 May 1922 — Page 3

FRIDAY, MAY 12, 1922.

FASH *

Says Advertising Is Not Mysterious

Expert in Sales by Printer’s Asserts Results Are Sure When Causes Are Ri^ht

Ink

Depression in Sales Averted When Buyer Is Spurred to Act Thru Conviction Editor’s Note—James O’Shaughnessy is executive secretary of the American Association of Advertisinf*Agencies, the greatest org-ani2ation in the world of professional advertising experts. He has lived advertising for many years and is confident of his facts. In view of the fact that every American citizen is directly influenced by some form of advertising the following should be read with interest.

Advertising is a force for business much the same as many other effective forms of human effort. Effort of itself is not always sufficient as we all know. Effort in business should be marked by intelligence, diligence, and continuity. Advertising is as simple as it is also complex. It may therefore be easily dabbled in by anyone with money to spend. As a result it is often employed without proper knowledge or necessary study. To make the statement without explanation that advertising is a cure for business depression would invite the hasty resistance of many otherwise well informed. It is true, none the less, that advertising properly used, can prevent business depression and when a business depression occurs it can bring business out of its depression. Business gets into a depression because of a lessening of active desire for commodities. Many other things are talked of and the governing fact becomes obscured. Business is buying and sellinp-. It is an effect not a cause in this consideration. Depression Ignored Some business is always going on regardless of depression because people continue to supply some of their wants and they have continual wants. If people buy less clothes in the course of a business season than they did the same season last year, the clothing business is depressed, and that condition passes along to the other lines of trade. All lines of industry articulate to the body of business. Every line of industry is therefore affected by a depression in any line of industry. Everybody meets everybody else on some nerve of the market. The difference between what is called a business depression on one hand, and what is called business prosperity on the other, need not be very largp in figures and yet very large in results. It is estimated that a 12 per cent shrinkage in sales volumes is sufficient to make the difference between

prosperity and panic. This figure may not be exact, perhaps 10 per cent is nearer the correct figure. A small falling off in buying there- ! fore, may be fairly interpreted as a depressed condition in business. The effort put into selling may be slowed up as much as 10 per cent without being noticed until the sales figures reveal the result. If the sales are giood to-day, it is easy to think the sales will be good to-morrow, irrespective. Nearly every business man thinks in that comfortable way. Normal in High Gear As a matter of fact business, as we know it, is normal when in high gear. That is, when people are buying more than they have to have. People want many kinds of golds packaged to suit their present taste. If the people receded from that high degree of taste, in the matter of packages for merhcandise alone, it would pull business down toward depression. The cost of the modern or fancy package is part of the quantity that makes up the volume of business necessary for to-day’s prosperity. Business operates always on the plane of present time. The wants of the people or their desire to buy lessen without lessening business volume. The return to the simple tastes of our fathers, would pull the peak of later prosperity into a slump. Advertising creates or subdivides and multiplies the number of people’s wants and thus produces business growth. The elements in business growth are the same whether from a low level to normal or from normal to a high level. Power of Ink Advertising has made people in the East, for instance, want the Pacific Coast fruits. The people in the East could have continued to have been well fed, and healthy, and content without Pacific Coast fruits. If the the advertising of these fruits were withdrawn and the people of the East no longer urged to buy them, desire for them would pass and several hundred million dollars annually would slip over to the depression side of tne ledger. If we think of business as being merchandise in motion, it is clear to see how advertising has the potential of a remedy for depression. If nobody buys anything there isn’t any business. The merchant who tries hardest intelligently to sell, usually sells more than the merchant who doesn’t try so hard or so intelligently. Advertising is a method for multiplying the sales effort of the merchant and the manufacturer and also of the producer from the soil. * When business is dull, additional desire to make sales prompts itself to the mind of even the dumbest seller. By gsing advertising properly

the merchant multiplies his sales effort. Advertising means that the merchant can talk to thousands of people every day. The more thousands to whom he offers his goods, the more sales he makes, and the more business is done. No Mystery Here There is therefore no mystery about a business depression. It is just a time when fewer dollars worth of goods are sold each day in the average store. If more people went into the store, more goods would be sold. The law of averages insures that. A simple remedy for getting more people into the store is to invite and urge more people to come into the store. To stop advertising is to stop asking people to come and buy or to ask less people to buy or to ask people less persistently to buy. Everybody need to be urged to do anything. When people are urged to buy more than formerly, that in turn is an urge to increase their buying power. Advertising is never an expense. It is either a form of waste or an economy. If intelligently done it is the safest investment known to business. It is waste only at the hands of the utterly incompetent. When business is dull advertising should begin or if advertising 's going on, it should be increased. There is no surer remedy for business depression than advertising because it is nroperly within the economies of business and it is a remedy available to every business man. When business men will give less brooding thought to cryptic phrases of financial leaders and use their common sense more aggressively, business depressions will be short lived.

PIONEER LAND SALESMAN OF WEST HONORED BY GOVERNMENT OFFICE

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Brussels—A colt with five legs was born on a farm near Liege. It is thriving.

by Yanis Raymond Slupe “FLAPPERS” Now what could be more timely Or more right up to snuff Thantalking ’bout the flappers Whom I am told are tough? » True some of ’em are giddy And think of naught but jaz But they’re .in need of pity Not ridicule and raz. Now let’s trace the trouble To where it started from The parents-blew the bubble That put ’em on the bum.

So- lets cut out the jeerings Right now we should commence

To put

But"

t a ban on sneeripg

teach ’em Common Sense.

WINNIPEG, MAN.—Forty-one years ago the Canadian Pacific Railway sold its first farm land in Western Canada. The sale was made by W. D. Scott, newly appointed assistant deputy minister of the Department of Immigration and Colonization of the Canadian Government, who was then an employe in the C. P. R. land office at Winnipeg. The purchaser was the late Charles Whitehead. The price paid was $2.50 an acre. Forty years ago Manitoba had 62,260 inhabitants as compared with 613,008 now. Winnipeg had a population of 7,987. Calgary and Edmonton were trading posts. The Canadian Pacific Railway had reached as far west as Portage la Prairie. . British Columbia was reached by ship around Cape Horn. This year Canada ranks as the second largest wheat grower in the world, with a crop of 329,835,300 bushels, 90 per cent of which was grown in the three prairie provinces. It is the second largest producer of oats with 510,093,000 bushels of which 60 per cent was grown between Winnipeg and the Rockies. It is the fifth largest producer of barley with 64,252,800 bushels of which the prairies yielded 65 per cent. There are 6,998,317

W.P SCOTT farm animals on the prairies of which 881,899 are milk cows and •dairying is only second in importance to grain growing. Mr. Scott has been a witness of this marvelous development and an important factor in it. He was the first immigration agent for Manitoba, having been appointed in 1887. He was later superintendent of immigration of the Dominion government until appointed to his present position. , . i

New Pastures for Old Fields

“Where pastures have ‘run out’ ami the land can ; be plowed without too much danger of erosion, the quickest and best way to secure a good sward and nutricious pasture,” said C. W. should be liberally fertilized or management department of the Experiment Station, “is to prepare a good seed bed by plowing or disking the land, fertilizing, liming, and seeding a mixture of timothy, redtop, orchard grass, alsike and red clover, alfalfa,

and blue grass.”

To insure a good “catch” the seed should be sown in spring or in August. The large mixture of grasses and legumes will insure a good growth in all parts of the field from early spring till late in, the fall.

crops it may be profitably applied to pasture land at the rate of a ton of ground stone per acre. The land should be liberally fertilized or manured and should not be pastured too early nor too close. Clipping in June and August will improve the sward by keeping down weeds and preventing the grasses from going to seed. The Station is conducting pasture experiments on several of the county experiment farms.

208-MILE WALK IN DAZE

Coblenz—A woman suffering from aphasia but plentifully supplied with money was found in a daze here. It was learned that she had walked 200 miles from an East German town. “HONEST POLITICIAN”

Alton, Eng.—Eli Kemp, for many years a power in muncipal affairs and

_ _ known as the “Honest Politician,” Wherever' Bine is needed for other died a pauper in the local workhouse.

THINGS WE THINK

Things others think, and what we think of the things others think.

You can tell a man’s character by the appearance of his desk and the decorations on his walls. * * * No one, no matter how independent, says all the things he would like to say—and perhaps it is better that way. * * * It’s quite a jump from a farce comedy to a drama but we’ve seen some dramas that were farce comedies and some farce comedies that should have been killed. * * * It is still claimed that kissing is dangerous, but no one has said it isn’t worth the chance. * * * It’s quite a relief to some people who have sinned to have some one tell them that circustances warranted the action, but that won’t satisfy old St. Peter. * * * Money is shrinking. There is talk of even making the paper bills smaller ❖ * * It is said that a diet of sour milk is conducive to longevity. Anyone who had to live on that diet wouldn’t care to live very long. * * * It’s usually a mistake to treat a new friend better than an old one. * * * According to crop reports some of the drinking-producing grains dried up last year. * * * Success is luck, supplemented with 100 per cent of hard work. * * * Some may think it peculiar how one man like Sampson could drive armies before him—but it remained for a little skunk to demonstrate how large multitudes can be easily driven with proper methods. He broke up and scattered to the four winds of heaven a convention of 4,000 church members, so a news dispatch says. * * * As long as men admire women for the hair they wear, you can’t blame ’em for replenishing the supply when necessary from any available source. * * * Repentance that comes only when punishment stares you in the face will be materially discounted when you come to balance accounts with St. Peter at the pearly gate. * * * An American was found dead in Paris recently with his pockets full of money. We presume a bunch of Parisians nearly died of remorse when they saw what an opportunity they had missed. * * * The giirl who really doesn’t care whether she wins the prize at a card party would make an exceptionally agreeable and tractable wife. * * * European duchess attributes the fact that her baby is a boy to her abstinence from food containing sugar says an exchange. We take it that the young lord will never be a candy kid.

There is only about one thing worse than a woman gossip, and that’s a man gossip. * * * In Los Angeles they resuire baby carriages to carry lights at night. Wheeling babies around the streets night is certainly a danger worthy of some kind of recognition. * * * There can be no home nest without some little ones. * * * How much happier this world would be if in growing up we could retain the quickly forgivifg disposition of the child which seeks the caress of the hand that a moment before was used in chastisement. * * * Save your money—so as to always have enough on hand to pay your subscription promptly. * * * A Cleveland doctor lays criminality to poor teeth. An aching tooth certainly is not conducive to good citizenship. * $ tIt’s all right to love thy neighbor as thyself, but the biblical injunction did not mean that you should get mushy about it. * * * A man in New York is being examined as to his sanity because he threw money away. A man who can. get hold of enough money to be able to throw it away can’t be very crazy. * * * Over in Morocco when an officeholder gets his foot in it they amputate the limb in the vicinity of the collar button. * * * A man who recently hung himself had six watches on his person. He took plenty of time to the job. * * * When a man gets “half-shot” his family is hit the hardest. * * * Calling woman man’s better half is an acknowledgment that it takes a woman to make a man. * * * A southern gas company has been robbed of several thousand dollars. The theft has not been laid to the gas meters, however. * * * With equal suffrage women get to be 21 sooner than they used to. * n= * We suppose women will some day get hats big enough to keep the men at such a distance that the wearers can’t hear the male cuss words aimed at said headgear. * * * Two friends met on the street. One owed the other $20. The debtor remarked to the other, “You look well.” “Yes,” his friend replied, “a fellow has to find you when he’s g^ot anything coming.” s|s * * A candidate never consents to run except upon the earnest solicitation of scores of friends who forget to get out to the polls.

MODERN THIEVES’ SLANG

New York—In the Thieves* Thesaurus month’s sentence is a “moon”; three months a “carpet”; six months a “half stretch”, and a year a “stretch”.

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* T T T i f T r i r i i r f T T T T f ? ? f T i f f i f f T f t T f f f i f f f f f f i T f f t f T i i ❖

$10.00 INVESTED TODAY

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StiOBld Mean $1000 or More to You on Completion of our Plans - READ We are running this advertisement as an invitation to you to join our $10.00 Get Acquainted Club, so read what we have to say. We have two wells in, and have a third, fourth, and fifth wells started. Our stock today is worth $3.00 per share, brokers are listing it at $1.50 to $2.35. We are offering for new stockholders to join us and then investigate. Ten shares NOW for $10.00, not more than 100 shares to any one person or more than 1000 shares to any one family at this $1.00 price. 10 Shares $10—50 Shares $50—100 Shares $100 Join us in this small way, then investigate our standing, our plans, etc., then, if you are satisfied, you can buy more stock at the prevailing price at that time. IF YOU ARE NOT SATISFIED, we will return your ten dollars on demand, if you make demand within thirty days from the time you send us the $10.00. Gushers Assured. Dividends Guaranteed. Could You Ask For More? > Our plans are to drill Ten Wells just as quick as money, labor and material can be assembled, and we honestly expect our stock to sell from $100.00 to $1000.00 a share as soon as our plans are carried out. We are not a one well syndicate, but a thoroughly organized and going company, and expect to not only drill hundreds of well as has been done by the Standard Oil Company, Sinclair Oil Company and others, but we expect to build our own pipe lines, and our own refineries and establish our own gasoline filling stations all over the country. We have just secured an option on an additional thirty acres in the new gusher pool east of El Dorado where wells are coming in with a roar that can be heard for miles and are running wild with an estimated production of five to twelve thousan dbarrels daily. One well alone of this size and we can pay dividends of 200 per cent or more to our stockholders. We expect to drill six wells on this lease just as quick as possible. We are offering a few shares of our stock at less than its estimated value to enable us to move on a rotary rig at once and finish up our first gusher within thirty days from the time we start, and turn a roaring lion into our storage tanks and start paying dividends to our stockholders. One gusher on this lease means thousands to us all, then each.well drilled will add just that much more to our fortune. With these plans carried out your $10.00 invested today should be worth a THOUSAND DOLLARS, or more to you. Start right, in a small way, then satisfy yourself that you are in the right company, then increase your holdings, or get out if you are not satisfied. L _ i

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M0TEX 0 0MPAHY EL DORADO, ARKANSAS BOX 653 AS AN INVESTMENT—Buy this stock today at $1.00 per share and hold for future dividends. AS A SPECULATION-Buy this stock today at $J.OO per share, and sell it as soon as the price goes to $8.00 to $10.00 per share

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