Rensselaer Journal, Volume 12, Number 26, Rensselaer, Jasper County, 4 December 1902 — SUBSTITUTION. [ARTICLE]

SUBSTITUTION.

Please listen to a short talk upon a most vitally Important subject—one which is greatly disturbing the business world to-day. You have doubtless heard ot the word '’substitution.” You have probably read that “substitution is fraud.” Tack that saying firmly in your mind and keep it there. It is worth something. it is true —almost invariably. You call at a store and ask for an article of a certain brand or manufacture. one which has been thoroughly advertised for years, and which has earned an excellent reputation. The dealer says “here’s something jUBt as good for less money." That dealer thereby usually tellß a direct falsehood. He knows that the article which he offers you at a lower price is Inferior, but the point is that it yields him a greater profit; hence his desire to substitute. You may ask if an article is superior Just because it is advertised. Yes, it is, and here’s why. The many wellknown houses which Bpend millions of dollars every year in the good publications of the country are managed by men of brains and wide business experience, and these men know only too well that unless an article has merit there is absolutely no business sense in spending good money to advertise it. It does not pay to advertise any article of general use for a short time only. Every advertiser must frait some time before his advertising has created the desired impression and while he is waiting his goods must have time to prbve whether or not they are good. If they are good, they stick; if not, they do not, and if they were not good and did not stick, would this experienced business man continue to spend good money advertising the goods—throw good money after bad as it were? Never! He has too much business sense. The average article which you see advertised month after month in good publications is Itself good. Buy an advertised article. It is the true safe way. When you are buying ask for what you want and get what you ask for. Remember! "Substitution is Fraud.” —Pearson’s Magazine.