Historical Newspapers of South Carolina

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I Read W1 About I , ! > \ Cus the and , thei stre; I V ornrii ! tion selv k T the Dea dise of t trea adv< I ' * ' jt-n / * St ?8 the buq mui I feet puts awa of a pie plac ther stan tion Advi / | ; i Y . ' * ^ 1. bat Mr. Cullen i When to Advertis * Advertising Pays-Best Whe ness is at its Lowest Ebb! 4 f \ tomers give more thought to matter of making purchases are more conservative in r buying in times of financial ss. They most often choose ds with an advertised reputa, as they have proven themes capable of withstanding test of publicity. lers handling such merchanare not taking full advantage heir opportunities until they t their wares to a course of arising. I % / . ig County Record i . 1 ' t i / I rds the opportunity to reach buying public of Williamsl County and adjoining comlities economically and efively. Its large circulation } the message of the >yideke merchant into the homes large percentage of the peoof this immediate section. It * / :es your proposition betore n at a time and under circumces that assure its consideraf I irtising in The Record Pays! 1 I / * * . . ' - < ' ' > . < Jays ie J m Bus/- 1 Advertising Key to Business. New York, Jan. 22?Advertising is the magic key that unlocks the gates ^ of commercial prosperity and floods .: ' } business with'new life. It is the or.e factor in business powerful enough to ^ turn disaster into success. Its practical value lies in the fact that it s$- V mulates consumption. 5 These are the viewpoints that Geo. fir A. Cullen, vice president of the North . .xCTjJfi American Fruit Exchange and former S +' vice president of the Lacawanna J 1 railroad, expressed when questioned as to his reasons for asking the apple } growers of New York to launch an intensive advertising campaign. " ft Mr. Cullen has had consiaeraoie ex- h perience with the efficiency of dd- My ' \ 4* j ft vertising as a medium with which to 1 . \ create brisk business when the commercial pulse beats very slowly. He thinks that the logical time for ad- ' f vertising is when consumption is at J9 the lowest ebb. It is then that legiti- ^^9 mate selling augurments should be ad- , 1 vanced to the buying audience,. he isays. . He has based these calculations on < the matter of observations which \r, have just been reinforced by the publication of Bradstreet's and Dun's yearly reviews of failures for 1920 re corded during tne patsi yvtu, 01 cent were of firms that failed to ad* l< "Selling any produce il a matter I gr of letting the people know what you A i' have to sell. Demand is created at the knowledge that a desirable pro- I f v? duct is on the market," he declared I Mr. Cull en, addressed the New "! York Agricultural Society at Al- I ; ^a bany, he took occassion to tell the I \ apple growers that they were making I j a fatal mistake by failing to adver- I j fciso in mnlrinor hi? plea for utilizing | I I advertising as the one medium which I II ! could be depended upon to stimulate ft j '^1 the apple business, Mr. Cullen /drew Br J some very graphic compulsions be- I' tween the enterprise of the California I* fruit growing business. Inasmuch as his paramount busi- 8 ness interests are now centered in the | fruit growing business he said that I ? I he had investigated the advertising | ' | field from the-viewpoint of a fruit ML A grower. But he is of the opinion that KX f, 3 the same results that can be derived I from advertising in the fruit field can I " ^ I be derived in other lines of com- 1 I merce. % 1 According to him, the buying public I 1 is never in a mood to buy Until it has I been awakened to the possibilities 9 of advantage that will accrue when K I spending money is not particular- 1 | ly plentiful, and when all manner of I A -1 nl/mnni, 9 ' industry is snowing <mg?*? w* ^ - up, it will be found that shoppers ax# most discriminating and unwilling to go into the markets. Unless a deter* c; ? effort is made to show them y. whereby they can profit by baying at , such a time, business is likely to suf- * ' fer serious relapses. Thet consistent , ^ advertiser is the man who realizes ; profits. In expressing those views - "wjr Mr. Cullen said that they could be | reasonably applied to any kind of bus- \.Jz iness. But he stressed the fact that |S advertising was a boon to the fruit y- , i situation when buyers are loath to - \3J| come into the market. " J _ II 1 spl ' % '# I