Evening Republican, Volume 22, Number 296, Rensselaer, Jasper County, 10 December 1919 — CHRISTMAS ADVERTISEMENTS ARE THOROUGHLY READ. [ARTICLE]

CHRISTMAS ADVERTISEMENTS ARE THOROUGHLY READ.

The spirit of Christmas is felt in the newspaper columns long before the holiday. At no time in the year is the advertising so interesting. The ad writers realize that the public wants to know what the stores are doing for Christmas. The advertising begins to sound more like a news story, with its accounts of the new things that have come into the store. Stores that advertise in a rather routine way a good deal of the time, wake up to the fact that a good live notice about Christmas stuff is going to get a lot of readers. They begin to do what they should do every week in the year, and that is to describe their stuff and tell at what prices it is offered. Many people don’t know what to give their friends for Christmas. They have made certain standard presents year after year, and don’t want to buy just the same kind of a gift. Reading of the Christmas advertising helps a great many people to decide what to give. They pick up the newspapers in a spirit of inquiry, anxious to know what is being offered. A merchant who does not announce some of his most attractive things, must seem out of the game altogether. The long line of Christmas articles answer many questions, ' and among the suggestions everyone finds something that will be just what is wanted. Christmas advertising has enormously helped the “Buy Early” campaign. People apparently believe in this idea, but you have to appeal to their own self interest to get them to act on it. When the newspapers begin advertising Christmas stuff, the public begins to get interested. The result is to distribute trade more evenly, to do it more efficiently, comfortably and economically. It saves human wear and tea ‘rthat is a damage to any business. The unusual conditions that have been created this year as a result of the coal shortage have made it imperative for people to shop early, not only early in the season, but early in the day as well. Rensselaer store are making special efforts to accommodate the public, but it will require co-operation if the plan is to be successful.