TOOK HIS OWN MEDICINE

Evening Star, Issue 22363, 12 June 1936, Page 2

TOOK HIS OWN MEDICINE

That advertising is the one and only sure way to ensure commercial success is the contention of Mr Herbert Hickman, a publisher of Kansas, U.S.A. In an article in ‘ Linotype News ’ he describes how advertising, despite the depression, rebuilt' a jewellery business that was practically a “gone” concern. Describing how advertising had affected his own career, he said “ J came to Florence some time before I was 21 years old on money that 1 borrowed to bring my young wife and myself to a 12 dollar 50 cent a week iob I got a rise in less than 60 days because I continually suggested methods of selling more advertising and printing for mv boss. I became owner of ‘ The Bulletin ’ 15 years ago because I advertised to my banker that I could put the business over to profit sufficiently to repay the loan. “ I purchased my second newspaper because I advertised that I wanted one. And when I equipped that plant with a new linotype J advertised that it was needed in’ the best interest of the business.

“I lost tlio Ircst manager of that newspaper because the Government advertised that it wanted a postmaster in that town. And I am continually tolling all my business associates that it pays to advertise. “ dust the minute any person has'an article, a service, or anything he expects the public to use and pay for, just that minute it’s time to advertise. Tho follow who doesn’t believe in advertising lias no place in commercial affairs, and, least of all. a newspaperman.”—‘ Editor and Pubhsher.’