Historical Newspapers of South Carolina

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Now Is The Time to Get Printing We please particular folks with our work because we're "on to the job." Our printing bespeaks individuality. It's superior because of the excel lent type faces which we've installed. We make a specialty of high classwork. 'VJ& It9s Been Handed to Us that we are expert printers. That we've had handed to us for 78 years. our Record and we are going to hold it as long as we do printing. It's n record worth while. Won't you try us on yoUr next order? Come in and let us show you samples of work that we've done recently. If you are going to need job work any time soon, now is the time to have it done, in order to avoid the rush later on. You will get bett? by doing this. We've Been Jobb For 78 Years And we're Still Jobbing. { The Edgefield Advertiser, HABIT GOVERNS IN BUYING Why Merchants Should Advertise to Secure Business of People Who Patronize Stores of Rivals. By W. B. Emerson. There are many factors which go far in influencing human actions, but the most potent are, perhaps, love, patriotism, hatred, anger, avarice, self ishness and habit Yet of all these, habit undoubtedly influences more acts of the average person than all the others combined, for habit rules us in the frequent and common acta of life, while the other motives govern only the exceptional and occasional actions. ? The laborer whose duties require bim to arise at 4 a m. on the six working days of the week needs no alarm clock to warn him of the ap proaching hour, for habit never fails to awaken him; yet on the one day that he does not have to. arise till he gets ready, H often requires the com bined efforts of the good wife and all the children to get him up for break fast The office giri who lives too far from her work to allow of her going home to lunch and who has formed the "picture show habit" will five days out of the usual working six, take the same seat in the same cafe or lunch room and make the usual visit to the same picture show without even giv ing the matter a second thought Per haps a large majority of such girls do not know it but habit guides their ac tion just as truly as the pole governs the action of the mariner's compass. Habit also governs most of us, both men and women, in buying. We get in the habit of buying certain lines of goods at a certain place, and unless some very strong counter attraction is brought to bear upon us. the con ditions being of a similar nature, we will make the next purchase of the same article at the same place we made it before, therefore it is up to the store that it not enjo>ing our patronage at the present time to make its advertising ic some form or other, strong enough to counteract our habit. Many an article is called for over the counter every day because the brand is well known and the purchas er has called for it so often that when that article is mentioned the brand is unconsciously so connected with it In our thoughts that we often specify the brand without even knowing it. To hold our trade, we have but to Induce our customers ro "(Jet the Habit" of trading with ur. and then giving them efficient service. NEW KIND OF CHURCH PAGE Minneapolis Tribune Treats Religious News From the Social Service Standpoint. The Minneapolis Tribune has estab lished a new kind of a church page and the first issues have proved ex tremely successful. The basis of the new treatment ls that church news shall be treated exactly as other news; instead of reporting what the clergy 3ay, the Tribune reports what the churches do. From time immemorial newspapers have tried to solve the church prob lem by allowing the ministers to send in routine c-hurch notices which were printed usually on Saturday in agate type. The week before the page was es tablished it wa.? necessary to interview in person every clergyman in Min neapolis, so that each would under stand why his formal notice was omitted and the news of his church put in its place. One of the startling results was that seventeen columns of matter was obtained; the Tribune church page became, the first week, three church pages. A line, the following week, was drawn BO as to exclude news of the clergy when opposed to news cf the ^^ian Interest today? The greatest" document of human interest today ls the newspaper. What other piece of literature, ancient or modern, religious or secular, is read by so many millions of people seven days a week, 366 days a year? None! The newspaper is the livest piece of printed matter in exist ence. Time cannot wither nor custom stale its infinite variety, because time and custom are the very life of its contents. The newspaper is a diary of the passing hour. It is a kaleido scope of human ambitions and sor rowc, of human triumphs and failureB. It is a moving-picture show in print Ii is each day's act of the great human drama-the epilogue of our yester days, the prologue of all our tomor rows. It is ? chronicle of the world at the time we live in it. and that is the most interesting time In the world." j What Advertising ls. Il Advertising ie the means by j which merchant* or manufac- * t tu rere may tell a great number j * of people about the superior . J quality of their good?, the deslr- ? I ability of their merchandise and f ? the reason it will be to your ad- | j vantage to patronize them. j Advertising enables mer- j j chants to bring hundred? and . i thousand? of customers to their ? t stores, lt enables them to do f i a large volume of business at . . minimum expense, j Advertising establishes the t confidence of the community, J j makes new friends, keeps ot? J I customers interested and brings f f the news of thc store right into * I the customer's hom?, j The merchant who advertises j i continuously appeals to all the j j people In town, while th? mer* i . chant who does not advertise j j r'ta within his door and waits ? j for the people to find him out j I or accidentally drop In as they ? f are passing. ? j Advertising is such a power- * i ful selling force and business j I builder that merchants who use * * lt are enabled to sett better ! I goods at the lowest prices. Read I . the advertisements In the pa- I j pers closely and constantly ev- j j ery day for proof. . NEEDS ADVERTISING MOST _ i - ! Why Sm2ll Dealer Who Cannot Afford Expensive Location Should Use Newspapers. The smaller dealers in any line of business sometimes say they can't afford to advertise. Did they but realize lt though, they are jest the ones who have peculiar I reasons in their business why they 1 can and must advertise, i The man with a small capital can j not afford the most expensive location. He cannot pay a high price for tile I good will of some long established and . profitable business. He must start in some less fav?ra : ble location, often on some side or back street, or in aome crowded and \ cramped quarters. ! This situation, however, has dis i tinct advantages of its own, provided I he Kiiuws how tc utilize them. His rentals in t' e side street or less favorable iocatior. are of course much belo* ibose paid by the long establish ! ed plr'-.ct of business. ! Thf> constitute a smaller charge cn I his expense account. If he can but t ! get people to coming to his place of | business, he is on better than eves j terms with the old stcre. lt has been demonstrated over and 1 over again that people will walk all j over i; town to bunt up a store that : seems to give unusual values. They rather enjoy poking around out of the beaten track, led by the fun of bargain hunting. After they ge: their purchase, they boast of it to their friends, as a sam pie of their superior knowledge of how to meet the cost cf living, and better iamiliaruy with what is doing! In town. The essential element to complete I , this connexion is advertising. I People will pass a dozen non-a?- j I vertising stores to hunt down the re-1 i mote one that tells about the things it is doing. Don't expect, however, that a sim ? pie card telling your firm name, i street, and number, will have the full ; effect. '?? You must describe some of the i ? things you are selling and tell the I price-, and thus give the reader a 1 chance lc judge for himself. For Church Advertising. "Had the newspaper existed and I been the factor in their day that it is our day. Christ and bia disciples iou ld have used it to the fullest ex- j Int," were words uttered by Rev. John . ellington Hoag in a sermon at |e Calvary Baptist church, New Ha in. Conn. 'he theme under discussion was [Inking the Church Known," and in J; remarks Mr. Hoag paid the above fjbute to the power of the newspa lr. Added interest is created by tue [ct that Mr. Hoag is himself a great I ^liever in the widest publicity, not I rone for the commercial house, but j ir the church as well. In the discussion of the theme Mr. oag stands at the head of the secu s forces of modern life. The church, [e said, that would ado^t Its minis ?y to the cor. dit'.ons of the age must 'ail itself of the services of the daily 'ess. "This affords the bern way reaching the people and the church not only warranted but practically ipelled by the conditions of the j age to use the newspaper in making known its work and in calling men's attention to it." Fake Advertising Prohibited. Seattle. Wash., bab an ordinance prohibiting fake sales and fake adver tising. The ordinance provides that it shall be a misdemeanor and punish able as such for any firm or Indi vidual to knowingly make any asser tion concerning the quantity, the quai-1 ity, the value and the price of goods, or of the method of producing or man-1 ufacturing them, or the motive of Huch 6ale, which is untrue or which may mislead. Violation of the ordinance is punishable by a fine of not less than $11) nor more than $100, or by im prisonment in the city jail for a term not exceeding 30 days, or by both fine and imprisonment. HONESTY ESSENTIAL FOR ADVERTISING Expert Says Dishonesty ls Dua Largely to Inefficiency Urges High Ideals. By E. 8T. ELMO LEWIS. I have two ways of looking at the question of honesty in advertising. One is to adopt lt as a matter of course because lt's an efficiency principal; be cause it's tne only thing to be done;; because lt ls the only satisfactory way) io conduct business; because lt's th? only right thing to be done, and any thing that's right can be done and, should be done. It's undoubtedly a fact that the propaganda relative to honesty has, done good. It ha? been a good thing;; lt was needed; but we have expended) cor entire energy on Making Sunday the biggest day in the week, and wei have not touched a lot cf people who would have been touched If it had] been approached from a business standpoint as well as from an ethical) standpoint. What are we going to do with the other six days of the week?l Man says, "Yes, I'm going to be hon est, but what are you going to do to take up the slack; how are you going to help me handle the truth so that people will believe it, be interested! and convinced?" Inefficiency the Cause. I believe that much dishonesty andr over-statement In advertising is entire ly due to inefficiency. A man says that a woman's hat is worth $18, but he will sell it for $3, because he fig ures that everybody knows the price of hats, but very few know the value, and it is not too cynical to say that Hie vast majority of people know the value of them. That's a fundamental fact in human nature. When the re tailer advertises the $18 hat for $3? he plays upon that weakness in human nature, but how are you going to make the truth about that $3 hat effective? There is a way, but when you put into his heart a realization of the im morality of talking about a $3 hat be ing worth $1$ when it's really worth only $6. or $5, or $4, or, maybe, $3.50, and you don't give him any method of raising his efficiency, pretty soon his cash drawer tells him such a story that he says, "J don't care a hang whether it's immoral or what it is. People like to be humbugged and Tve got to humbug them if I'm going to be ir. business." What are you poing to do under the) circumstances? Now, a very good friend of mino, when 1 talke d this way tc him in a let ter the other day, immediately jumped to the conclusion that 1 wa6 arguing for immorality in business. 1 am not. I am arguing tor the purpose of mak ing morality efficient, and there is just one thing that some of our moral speakers haven't made people under stand, and that is, merely good people are not necessarily successful people, that mere goodness and morality will not put dollars in a man's pocket. Will Eliminate Fake. I don't believe, you know, that all the worid is made up of crooks. . I don't believe that all the crooks are in the advertising business. I believe that there are men of very high ideals in the advertising business. I believe there will continue to be, and as ad vertising becomes more fact-founded, becomes more scientific, experience becomes more valuable, and knowl edge more fashionable, I believe that we will eliminate a very great deal of the fake out of advertising, just as the fake was eliminated out of the intro duction of facts into chamistry, the fake was eliminated out of astrology when the facts of astronomy became tlie all-important thing. Pramatist and the Ad Writer. "The dramatist," says Prof. George P. Parker of Harvard, "is confronted with three important things in prepar ing his play. He must be careful in the selection of his material, he must arrange it carefully, and finally dis tribute his interests carefully." The writer of an advertisement is confronted with Lue same'three Impor tant things. In telling how to write plays. Pro fessor Baker gives ten rules which in clude injunctions to discover the dra matic iti one's material; to rearrange it sc that lt would do for the audience what it had done for the writer; to re-1 member the value ol' persuasive pow er; to drive points home by Illustra tive actjon; to make scenes fit the plot; to know what one is trying to do before one begins; to have a pur pose and stick to it; to know the char il ct eic and then properly apportion the emphasis laid on each. Can advertisement writer get bet ter advice? I Business and Advertising. . j Large department stores, whose ad-, vertisement managers study advertis ing from the advertising point of view, speDd about three and one-half per cent., of the gross business for adver tising The country merchant who is a fairly good advertiser spends about one-third of one per cent, for adver tising, and in a great many cases thinks he is "giving" something to the newspaper at that. There are a few who spend more than one-third, per cent., and a great many who spend less and by looking the country over one will find that the man who is do ing the most advertising is the one who has the largest store and the most trade. Advertising and success ge hand in hand. Business Pointer. Brighten up your store. Use every method to increase development H year business.