Richmond Palladium (Daily), Volume 43, Number 135, 18 April 1918 — Page 10

THE RICHMOND PALLADIUM AND SSN-TELEGRAH. THURSDAY, APRIL 18, 1918

AdvertMeg

Mow

wsmaMmusmscjcss,

Never has there been a time when the public has looked more keenly for Merchandising News than now. Never has there been a time more auspicious for the enterprising tradesman to secure His Full Share of Trade than now. People must continue to eat, to wear and to use. The tendency is to cut out luxuries, and luxuries are only a relatively small proportion of your business. For every luxury cut out you have a chance to increase your movement of staples. How short-sighted is the policy of reducing advertising expense to "save money." You will only lose trade. You will only lose prestige. Advertise to increase sales and make more money don't cut it out to save money. Study your advertising as you never did before do it wisely and well. Be prosperous and let the people know that you are prosperous. Success was NEVER achieved by stopping advertising or by wearing old clothes and talking pessimism.

.Be Wiea

l Mil V vol

Stewart-Davis Advertising Agency, Chicago