IT CERTAINLY PAYS TO ADVERTISE.

Taranaki Daily News, 14 February 1916, Page 6

IT CERTAINLY PAYS TO ADVERTISE.

(New York Evening Recorder), "It certainly pays to advertise. "The merchants who believe this and act accordingly are the merchants -who are making money. "The merchants who don't are those who are running behind every year bocause of lack of customers. "There may be exceptions, but they do not affect the soundness of the rule. "The psychology of advertising is not so difficult to understand. "The things that are uppermost in our minds are the things that we read about and hear about. "Advertising and its results illustrate the power of suggestion. "We buy the articles that are advertised; we go to the play that uses the most newspaper space. "The man who has anything to sell must 'tooth his horn,' or the buyers won't come to him. "It makes no difference that what he has to sell is no better than the offering of some other fellow. "The crowd knows about it; it knows nothing of the other fellow's goods. "Nearly everybody advertises in one way or another, "The lawyer whose name appears in the Press in connection with an important suit is doing the same thing. "The minister who gets the newspaper to print his sermons is advertising himself and his church. "It may be noted, by the way, that the churches quite generally of late | years have come to see the value of advertising. "For success in life of a substantial kind two things are necessary. One is to be able to do something well, and the other is to let the public know that you can do it well. "This is the beginning of the Golden Age of advertising. •'We say the beginning, because it is only of late years that the possibilities of advertising have been understood. "No sane person, nowadays, disputes its value. "Every man always realises that a few lines tucked away in an obscure corner of a newspaper, attacking his character, would be likely to do him serious injury. "But how slow most men have been in coming to appreciation of the fact that judicious use of the Press could do them and their business a lot of good!" It is a noteworthy fact that the more successful the business the larger is its I advertisements; the greater the profits, the greater the advertising appropriations.