Page 1 Advertisements Column 5

Waimate Daily Advertiser, Volume XXI, 10 August 1921, Page 1

MODERN BUSINESS. . the' dominant force. Advertising is the dominant, vitalizing, energising force in business to-day. Its ultimate and direct object is the control and direction of public opnon. The old times when big profits and small business were in vogue, have passed away. The new times, with small profits and big business have driven this antiquated theory to the wall, and it were well for the -people if they had driven it to the wall hundreds of years ago. But this was not possible at that time, since there was no way in which they could reach the people. The print-ing-press alone has furnished the means; it is the medium th ough which the manufacturer and merchant have ;>ut themselves in communication wth the people. It w: just this absence o: communication with the seople that made the old s stem with the jobber, tl wholesaler and the retailer possible.’ It could net er have obtained its grip had printing presses, newspapers and magazines preceded it. A WIDER MARKET. The man who does not take advantage of the products of the printing press —take advantage of all that science and thought and invention have evolved —can not meet the competition of the man who does take advantage of these. A man anywhere, who is manufacturing or merchandising for the people, must talk to them about what he has for them —put himself in touch with them, lake them know him and have confidence in him. The best equipped establishment, whether it be that of the manufacturer or merchant, everything else being equal, will crush out the competition of the inferior equipment. This is a great vital fact. The cost of maintaining snch an equipment- ’the fixed charges covering the proprietors living expenses, all these are so great and so inexorably certain that one must reach out and out

and always out to a wider market. This can be done best by talking to the people; it is the very bedrock, the substratum, of modern business. A simple, straight forward talk, as a man would talk to his neighbour. It is the very essence of good advertising. The way to talk to the people of Waimate district is through these columns. THE “ADVERTISER,’ is the medium for good advertising