Page 1 Advertisements Column 4

Waimate Daily Advertiser, Volume XXI, 11 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 fui iished the means; it is the ' medium through 'hich the manufacturer and merchant have put themselves in co munieation wth the p - pie. It was jus. this absence of oom licati n . h the people t. at made 1 e old system M jobber, the whoii i ler a ■,<!' the retailer po. ale. It could novel- have ibtai d its grip had print. .? press es newspapers ar.l magi zines preceded it. A WiQER MA KET The man who does i take advantagei of the pr ■- ducts of the prin. ig pre ■ —take advantage of that sc' nee a... thour and invention ha evolve' - can not meet he com petition of the lan wh does take aih'tf age these. A man a lywhe who is manuf „ wring merchandising f ‘he p pie, must talk to them bout what he .-.as them —put hims< . 'n toe with them, make -aim kn him and have nfide in him. The bei.t aquipi establishment, v ‘ ’her be that of the m. if act' er or merchant, /eryth else being equal, ill era out the eompeti. : i of inferior equipment This a great vital fact. The < of maintaining su-b an quipment—-the feed e’ ges covering th oropri ors living exp-mses, these are so great and s inexorably cert a;. that < must reach out and o and always out to a wic market. This cao 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 pcod a** * ! - ! nc