Jasper County Democrat, Volume 6, Number 45, Rensselaer, Jasper County, 13 February 1904 — Page 4 Advertisements Column 2 [ADVERTISEMENT]

TAKE * “WORTH-WHILE" VIEW OF IT. Advertising must have vim, earnestness, purpose in it—same as anything else —to be effective. It mustn’t be slap dash in its preparation, nor vacillating in its method, nor written and published with any half-heart-edness. Where a great deal of advertising goes awry is in being done with a certain amount of coercion; where there’s too much of the “I-must” spirit. “I want to” always does a better job than “I must.” The thought you put into an advertisement which is wrung out of you by one thing, or another, isn’t valuable thought. Have the desire to advertise; long to do so; put forth honest energy to do so; consider it a bounden duty to be in the best place in every edition of The Democrat, and you’ll know what “worth-while” advertising really is.