TIME TO ADVERTISE

Gisborne Times, Volume LXXIII, Issue 11538, 15 January 1932, Page 3

TIME TO ADVERTISE

WHEN BUSINESS IS NEEDED

“Mv Son,” ran an editorial in the Bridgeport (Conn.) “Post”, “there’s nothing on earth so mysteriously funny as an advertisement. The prime, first, last, and all the time object of an advertisement is to draw custom. It is not, was not, and never will ho designed for any other human purpose. So the merchant waits till the busy season comes and his store is so full of custom that, he can’t get his' hat off, and .then,he rushes to his printer and" goes in for advertising. .

“When the dull season gets along and there is no trade and he wants to sell Ilia goods so bad he can’t pay his rent, he stops his advertising. That.'is, some of them do, but occasionally a level-headed, merchant does more of it and .scoops in all the business, while his neighbours are mairing mortgages to pay the gas bill. “There are times when von couldn’t stop people from buying everything in the store if you planted a cannon behind the door, and that’s the time the advertisement is sent out on its mission. It makes licht work for the advertising, for a chalk sign on the side-walk could do all that was needed and have a ha’f-hol-iday six days in the week; but who wants to favour - an advertisement? They are built to do hard work, and should be sent out in the dull days when a customer has to be knocked down with hard facts and kicked insensible with bankrupt reductions and dragged /in with irresistible slaughter of prices Indore lie will spend a cent.

“That’s the aim and end of advertising, my son, and if you over open a store don’t try to set them to come when they are already sticking out of the windows, hut give them your advertisement right between rhe eyes in the da l season and you will wax rich and own a fast horse and perhaps be able to smoke a good cigar once or twice a year. “Write this down where you’ll fall over it every day. The time to draw business is when you want business, and not when you have more business than vou can attend to already.”