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g I Advertising Taiks WHO PAYS FOR ADVERTISING' Manufacturer Whc Believes in Pub licity Able to Turn Out Better and Cheaper Article. The following exchange of ideas. 01 the sense of them, occurred on a cai . running out from a Connecticut cit] not long ago: "Say." remarked a passenger to hl? companion, reverting to a topic thej had dropped for an interval, "I doh'i believe I'll buy that E-piano, altei all." "W'hf not?" "Well, the makers are big adven?s ers, aren't they? They advertise lr pretty nearly all the magazines, don'l they?" "Sure they do. Dut what of it?" "Well, when I pay $400 for that pt ano. I figure about $50 is going into their advertising expenses. And I don't see why I can't get as good a piano of a make not advertised sc much, and save the difference." On the first hearing, the argument sounded reasonable. But was it? The two friends had spent several hours in the city, going the round of the piano dealers, looking for an or dinarily good instrument, to be bought by the first speaker. He himself, .while a smart man of business in his own line, was without technical knowl edge of plano values, and had there fore taken along his friend, a pianist and musical man, to help him make a selection. Together they had seen and heard many instruments of vari ous makes, and after comparing price, appearance and tone, the final choice was favorable to the much-advertised E-, although the circumstance of its being so widely advertised had not occurred to them, nor Influenced their choice. "Well, now," went on the musical adviser, "which one of the other makes came nearest your Idea of a fair price, knocking off what you sup pose the people have to put on for ad vertising?" "Why, there was that B- make, at $350. It seemed pretty good to me. Didn't lt to you?" "Yes. it did; Just as good as the E-; but It has the name of not standing up so well with use. As a matter of fact, most pianos of the grade we have been looking at sound much the same when new. The test comes with use; and that $50 you think you would be paying the E people for advertising more likely represents that much more value In ultimate wearing qualities." ! "Oh, I don't know about that Some body's got to pay for all that adver tising, and it seema to me lt's the buyer. Before we decide we'll go Into S- and see what we can do there." S- ls another city in tho neigh borhood, and thither, a few days later, the two friends journeyed, to spend more time in piano hunting. The re sult was practically the same as be fore. But for slight variations of deal ers' discount within the price limit set by the prospective purchaser the E-: piano still held first favorite, and was ultimately bought Had the buyer, then, as he Imag ined, really paid out $50 as a sort or advertising tax, for which he received no actual value? Not at all. Manufacturers of any largely adver tised article, whether plano, crackers, or chewing gum, making and selling hundreds as against units of non-ad vertised brands, so distribute and ab sorb their advertising expenses as to make the quota of the Individual buy er very small. And such trifling tribute as he does pay is more than returned to him; for the manufactur er, by reason of immense saleB and continual revenues, ls all the better able to put Into his product the very best of material and skill, thus as suring the purchaser not a "earer, but In the end a money-saving article. It is rather the maker of the non advertised, or only spasmodically ad vertised article, who must put on big profit over and above its Intrin sic value, in order to bring paying re turns on his limited sales. So, then, instead of "paying for" big advertising, the man who thinks he is "on to the game" and will not patron ize those who play lt, ls really paying for not advertising. In the one case (would he buy from the advertiser) he would become a purchasing partner and profit sharer in a concern having a turnover of millions. By the "sav ing" method, whereby he thinks it foxy to dodge the advertising tax. he ls cheerfully contributing to the profits of the non-advertiser. To those on the inside, the fore going may seem to be the veriest com monplaces of advertising economics; but to the sort of man represented by the plano purchaser, It simply has not occurred to analyze the effect of a pub licity campaign of which he himself could not help but take note. The basis of present-day salesmanship ls not "Let the buyer beware"-but "G'v* the buyer his money's worth.'' lt Is no longer one sale and jway but one sale and come again li! GOOD ADVERTISING NOT A DIRECTORY By GEORGE S. BANTA. Here's a banker who says. "We have been in business in this town for forty years right on this same corner and they all know where we are-we don't need to advertise." What the banker says is true, that is the part^bout everyone knowing where his institution is located Banks quite generally do a business of receiv ins deposits and of loaning money and we may grant also that "they all know" this fact about this particular bank. But ls that all that advertising can do. simply give the name and loca tion and a brief statement of what the business is? You can get all of that on a 2x3 sign in big letters and too many people beside the bankers think that is all they have a right to give in an advertisement. The public needs to know these things, of course, but how long would a manufacturer of au tomobiles last if he merely told the public in plain type his name and busi ness. Absurd isn't lt? Advertising begins at this point. Good advertising does not deal with generalities common to all businesses of the same class but it takes out and emphasizes those features which are peculiar to the particular business ad vertised. It sets forth what the cus tomer or patron will find of value in bringing to the advertiser the former's custom or patronage. In other words, advertising has a mission more pre tentious than that of being a mere dir?ctory for the information of the public. The man who enters business nowa days with the conception that all he needs to do to prosper ls to tell his friends where he is located, should continue his studies along the adver tising line. In the beginning he may need to convey in his advertisements such simple information as this but he can put lt down as a safe bet that ad vertising will not cease to be useful and valuable to him so long as he con tinues to offer to his customers any thing of merit or any service of parti cular and special interest. your advertising story and tell it right. Use igh words to make every clear. Don't fall Into the that advertising must be clown" until there's ig worth while left In lt will read an advertise that occupies a dozen pages if lt Is Interesting enough, and there's nothing in all the world so Interesting as business. When asked how long a man's legs ought to be, Abraham Lin coln replied that they ought to be long enough to reach the ground. Same way with an ad vertisement. TO SECURE BETTER ROADS Pennsylvania Township Official Got the Co-opentlon of Otr.e.-s by Ad vertising In Home Paper. If your community needs good roads, advertise for them in your home newspapers! Dr. Donald McCaskey is president of the supervisors' board of Lampeter township, Larcaster county. Pa. He wanted ?better roads for his commu nity, but found it hard to get the co operation of his brother officials. He is a great believer in advert?s lng, so he bought 1.000 inches of ad vertising space in the local weekly newspaper, called The Home, to tell the people why good roads were need ed and how tiley could get them. Dr. McCaskey got up a series of ad vertisements which he called ".toad Bulletins." heading them "Road Dis eases Unmasked," In which he gave facts and figures. The bulletins were read thoroughly by the country folks around-so thor oughly, In fact, that while a few months ago r.he doctor's efforts for road improvement were met witu ar rogant refusal, since the appearance ol these educational "Road Bulletins" the road officials are now inclined to co-operate and assist in fixing the roads. The newspaper advertising columns saved the dayl and the township has become one of the most notable in the state in the matter of road im provement. This ls a new departure in news paper advertising, and, as lt has prove? so effective in this case, there is no reason why a public official in any branch of the service, who finds himself confronted with indifference or animosity, should not buy a cer tain amount ol' advertising space and tell his story lo the public. If the story is true-If he ls an honest, efficient workman-the people will soon find it out and will support him in every way In their power. Opportunity to Order. The man with a message to the peo ple or a man w th an Invitation for the people, needn't care much about this thing called "Opportunity." It's only a mystic term us?d by the members of the "Do-Little Club." Resign from the "Do-Littles" and get into mental, moral and spiritual action -but resign right now. today. Headed the Wrong Way. The reason some men meet hard luck so often is because they meet Hurd work so seldom.-L. & M. Maga zine In order to close out all heavy clothing, over coats and pants we will make a sweeping reduc tion of 25 Per Cent for Cash for the next fifteen days. Now is the time to buy a new suit for yourself or for your boy, even if you do not need it until next winter. Besides getting our money out of the goods, we must make room for Spring goods which are already arriving. All 15 " " . H. 25 All 12 .. ?* Q.oO AH io " " 7.$o All $8 suits now $6 AH $2o suits now $15.00 All 18 " " I3.50 All 16 " " 12.00 No Goods Charged at These Prices The same sweeping reduction will be made in in overcoats and pants. Tell your neighbors and friends of the great bargains we are offering in winter clotting. Dorn & Minis