Page 7 Advertisements Column 2

Waimate Daily Advertiser, Volume XXI, 11 January 1922, Page 7

MODERN BUSINESS. 4 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 through which the manufacturer and merchant have put themselves in communieatien wth the people. It was just this absence of communication with the people that made the old system with the jobber, the wholesaler and the retailer possible. It could never 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 tl right 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, make 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 such 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. people of Waimate district is through these columns. THE “ADVERTISER,’ Is the medium for good advertising. Threshing-mill owners! Order your threshing tally books now, and you’ll be ready for the harvest. The Daily Advertiser prints the best tallies for you.