STUDY THE BEST METHODS.

Press, Volume LXIII, Issue 12909, 14 September 1907, Page 3

STUDY THE BEST METHODS.

SPASMODIC ADVERTISING

Spasmodic advertising is th* ecstliest kind of advertising- To advertise at ono season of the year and stop ail advertising at another season is a useless waste of both time and money. Without doubt many an advertising campaign has been stopped just as it was beginning to par. In those days of strenuous competition, when almost every line is being pushed by others, it take* the first half-dozen insertions of in cd. to acquaint the public with the dealer ana his goods, and it is only by lons and continued advertising that he can hope for piotit. And even after ho has a business well established, let him discontinue his advertising and immediately he loses his trade, ""which goes to 6ome hustling competitor who never lets up on his advertising. With so iu«ny clamoring for a share of their patronage i* does not take the public long to forget. The advertiser must advertise to secure his- custom and then continue advertising to hold it. Advertisers who have never advertised except in a snasmodic manner, no douht think (and rightly, too) that advertising may be all right, but it has never done much for them. But with tho continuous advertiser all is different. He hasn't any doubts, he knows it pays, and all about him know it pays. The adjertisor who keeps everlastingly at it docs not havo to complain of g p° or s paeon > for the crop he cultivated in summer has "t-lv to bo harvested in winter. His ads. are in every issue of the best mediums and—if they are goodare always rend. It is only by continuous advertising thot one can realise the profits, or fully Appreciate th*» power ot advertising.—"The Caxton Migazine." At the opening of the spring, summer, autumn and winter seasons, it pays to run an opening announcement. If you advertise in this way, peoplo get the ideo tl.at you have c lot of new goods especially for this season. Advertising is one of the greatest of educational forces. Education means sousing the spirit of enquiry. Tho easy ard the sensible way to rouse this spirit in any human being is to tel! him of something which he docs not know, ond which it will be clearly to his advantage to know. The man with something good to 6ell is theroforo in a position to increase the sum oi human comfort and happiness—and the more ho benefits himself, the more does ho mc ease that sum.

A few years ago, advertising was in a very crude state; it is still not quite the exact science it is going to be. For an exact science it mu6t bojust as any other form of teaching. Commerce is the great civiliser; advertising is to commerce what the teacher i 3 to learning.—"New York Evening Post." *