Jasper County Democrat, Volume 7, Number 47, Rensselaer, Jasper County, 25 February 1905 — ADVERTISING PAYS. [ARTICLE]

ADVERTISING PAYS.

Saturday was another unusually busy day in Williamsport. A tribute to the value and efficacy of printers ink in bringing people in to buy. The only mistake any merchant ever makes in his advertising orders is when he orders the printer to cat it out. A merchant once told the writer in reply to a query as to why he carried a large ad. all the time, and a much larger one every now and then: “I carry an ad. every week because somebody every week reads my ad. for the first time —somebody who has not heretofore read the paper in which I advertise. I carry a large one because when a person sees a large ad. he concludes that it is the announcement of a large store—a big stock of goods to select from. When I have a special announcement to make, I use more space, because it is worth it. If I should discontinue my advertising, I should continue to have a good trade for some time from my old customers, but I’d get no new ones. I consider persistent and regular advertising of more value to a merchant than the sarre amount of money spent in fitful and irregular spurts.” The business of the merchant quoted bore him out in his statements and the growth of his business demonstrated the truth of this theory.—AVilliamsport Review.