TOOK HIS OWN MEDICINE

Manawatu Times, Volume 61, Issue 157, 6 July 1936, Page 10

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 ait 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:. “I came to Florence some time before I was 21 years old on money that I borrowed to bring my young wifo and myself to a 12 dollar 00 cent, n week job. I got a raise in less than sixty days because I continually suggested methods of selling more advertising and printing for my boss. I became owner of the Bulletin 15 year 3 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, I advertised that it was need :d in tho best interest of the business. “I lost the best manager of that newspaper because the Government advertised that it wanted a postmaster in that town. And I am continually telling all my business associates that it pays to advertise. “Just 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. The fellow who doesn’t believe in advertising has no place in commercial affairs, and, least of all, a newspaperman.” Editor and Publisher.