Bastrop Advertiser (Bastrop, Tex.), Vol. 83, No. 36, Ed. 1 Thursday, November 26, 1936 Page: 3 of 4
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THI HAS I KOI* ADM RTISLK, BAMROIV li \ \.s
Advertising -
K a'£ ai Jtt
That "Adverti-inn i> the steam in
•.he boilers of husinos.- and the intii
.idual hi tit*' communty that fails in
Hi'i'|i the tin - going is courting n.di
vidual and o mmumiy stagnation*'
.vas (inly one id' the epigrammatic
jtterance:< which «ih marked in a
lalk on that subject given by .1 Brent
Williams. advertising ooun.-rliir
the St. Louis I'ost-Dispatch at a
recent "i m d will dinner" (riven t• •
the merchant.* <if Fulton, Mo., by the
Kullim Daily Sun (iazctt- and the
Missouri Telegraph Hi. addre- in
full follows:
Presumably. I am to lalk about
advertising, and I -hall, but t • t I
am going to talk ah i:t no thing
else, an undei staudiiu' >' w '.ii l i-
most important to the i >minereial vi
tality of a eonimunit)
It is competition. In tht uenerally
aiepted dllillitl i-'impctitlon i:
an effort on the part of one nn i
chant to take trade away fi om oth
er inei't'hunts in the .-ami line That
is not compel.t i• n .1' hu .n
valry.
Hetter t.i illustrate what comp'tl
tion means, let's -uppose I live i 1,
Fulton and that I have $1,0(10. (Hotli
are supposition )
I his $ 1,0011 is in the bank and n- I
go down the street, ! see one of my
neighbors driving a handsome new
automobile. I want one. If two or
three of youi automobile ilealei.-
1 ould carrol me just at that moment
competition would lie only between
those dealei . However. I walk fur
the 1 <|own the -treet, see some hand
soiiii■ furniture displayed in .1 .store
Aindow I think of the comforts
new furniture will afford me and my
family, and right there the automo
bile tlealci and furniture dealer en-
ter into competition for my thou
sand dollars. As I continue to think
f spending m\ thousand dollars, I
I wonder if I hadn't bettei consiiler
a new radio, a washing machine 01
pi 1 hap- buy a (food bond.
I hu-, we sep that everybody who
ha.- anything to sell is :i potential
competitor with evei-yln dv else for
my $1,000, but not one of them knows
of my desire to spend m> money,
and here is where newspaper adver
tising becomes the greatest <«•! 1 iriir
force in the world.
I no home, settle comfortably in
my chair and begin to read my home
town newspaper. If my home town
is blessed with live merchants, the
advertisements in my home-town
newspaper will help me to decide ho>.
I am going to spend my money.
I.et's recall for the moment that 1
have considered in my own mind an
automobile, furniture, radio, a wash
ng machine and a bond. I am re-
ceptive to selling arguments favor-
able to any of them, but either I
find no advertisements in the news*
.papers, or none attractive enough to
sway me toward purchase.
However. I continue to read and
am attracted to an advertisement
which tells about warm air furnaces.
This advertisement tells of the com-
forts, conveniences and economy of
that type of heating in such an at-
tractive manner I go down and see
the dealer who tells mi' other at
tractive things about his furnaces
with the result that I am convinced
that 1 want [\u< furnace more than I
do the automobile, the furniture, tht.
radio, the washing machine, or th«
iKind.
The successful competitor for my
thousand dollars didn^j know I was
thinking about spending my money.
Hut he is smart enough to know that
always there is money waiting the
irge to be spent.
Here, 1 want to say to y( u that
Pulton's competitive area is and al
ways will be what Fulton merchants
make it. There was a time when
Fulton merchants could claim th
right of eminent domain over a ter
ritory that extended !2 or lf> miles
in every direction. That situation no
longer exists. The automobile has
changed the method of measuring
distance. We now think of dis-
tance in terms of minutes instead of
mile- and surrounding towns of com
parable size aie competing for the
trade of your rural territory and
even that within the corporate limits
of Fulton.
Within the past year I haw been
in three of your neighboring towns,
and in each one of them i saw men
who should have been limine front
store, in Fulton. 1 talked to mer-
hants and newsnaper men in each of
these towns and was informed that
a very substantial volume of busi-
ness came to these towns from ter
ntor< that properly belong to Fulton
merchants.
There must be a reason for that.
There is a reason for it. You busi-
ness nn n mav trv to shif* the re-
sponsibility by saying that those who
tiave transferred their trade to oth-
er towns have done so because they
like to ride around in their automo-
Hles and that Fulton will never be
•n'proil to any extent because that
trade doesn't amount to much. 1 tell
-ou 'ha' you are mereh a'temntinp
to deceive vourselve Thousands of
dollars are slipping away from your
cash registers and the customers
von'! come back until you coax 'em
Pack. Business has a way of g >ing
where it is invito" and laying when
•t is well treated.
Week before la.-t I looked a - "V
of the Telegraph, you1' wpeklv r, • «c-
rianei In it wa- only one advert i-r
merit tlv offer of a tooth brush ••id 1
.1 tot dental cream for gftc. Thft
Ti |i grnph >t that date would n<ft
rate that Fulton had on'v one i-tore
nd tha' one hud a surplus stm s of
♦o.ith brushes.
The -hock that came to me when
I limited at the Telegraph prompt:
me t look over a week's ^sm -f
the |>ailv S"i: Here is the ar Iy-
i. ; Au'omnbiie advert. inr led t, .♦ -t
in number and -i/.e of advert' 'ftlftlt'. ,
Cigarettes 'atne next. * rtiiv. :i )
v< rt ng ha omethiitg t d wi'h
both item- 1 was
complete absence,
thi popularity of
astonished at thi
this wnk, of advertising of several
it tb> mg c-t.r !:-hcd stores. As j
rule w'e|i rival -tores cease ailvei-
tising is due to Iush of ambition,
nt 1 1 e ,1 to onii'vance-
If iii\ of these stores have shopped
advert i-iiiK by -ecret agreement or
undci uniting with their rivals, the.v
are iii>• only l< sing trade thcmse
tiut they an- contributing to los
11 ■ fie Fulton merchant- 111
• lIn t Inn-' I haven't painted this un-
itt I'm t i, 1 pu Hire with the idea of
trying to get you to give better sup-
1 port 'i \ ■ ■ 11 r new spaper.
I In advertiser who advertises
merely t help the newspaper helps
e if-v paper nor himself.
I lie advertiser who advertiser
akc air- i. helping himself and
t wn 1 ml mile- a town has a
n. jor numbei of merchant's of that
alibi 1 the 11 • i rchaiits and the town
I" t Iipping backward in the
• een 1 tin (iet it o n of today.
Now, What is \d\« rtising'.'
Advertising 1- th -inaii-hip
tiplird by the t in illation of the new--
pape
It one .it voiii men's clothing stoic
al' -men meets me on the -in t and
say- 111 effect: "We have Hist check
ed over our tock of men's -nit We
think they are exceedingly g> ml val
u -. The material and the styles are
pleiuiid. We have a good range of
patterns and sizes :md the iiriee are
from $.'!5 to $50. If vmi will come in
and see them w« he|ie\. you will
\v :• 111 to buy one."
That 1 - advertising I
t i-' i ll(!.
I*u• thought - like that and at-
tractive cuts in your copv and voin
."dvert i -emetlt - will sell merchan-
dise.
llo ve\er, mui couldn't expect one
s-iles talk to move all your merchan-
dise. hi 1 don't expect one advertise-
ment to do the impossible. Vdvcrtis
ing to be successful must be per-
sistent. constant.
Advertising pulls- it doesn't jerk,
and it there is anv pronosition .in
earth that a quitter should leave
strictly alone it is advertising
I have been asked a numbe:
times if advertising is always suc-
cessful. My answer is emphatically
no.
Unless advertising is -incere and
truthful, backed up with good mer-
chandise rightly priced, and act.0111
panied by a store policy and service
that is fair, honorable and helpful,
advertising will not pay.
I
Doe* Advertising Pay The
Advertiser?
My answer to that is to go to a
live town and make one list of ad
vertisers and one of non-advertisers.
Then look at the rating in Dun or
Bradsti'eet or talk to the local bank
ers. You will find the advertising
and high credit rating go hand in
hand.
1 have here an advertisement of
the United States Daily which gives
me a list of .'] firms which paid
$10,000,000 or more in dividends dur-
ing 1920.
Th" United States D ilv publishes
this list to show that these prosper-
ous firms were subscribers to that
newspaper.
t was curious to know what rela-
tion advertising hnd 'o their pro-
fits so I checked the list and found
that 128 of the .'{(I were large nation-
al advertisers in newspapers some
spending mon than $1,000,000 a vear
for advertising. Of the other eight,
five were I sal advertisers, two min-
ed raw material which is not sold
direct to the consumer, and the other
is the Pullman company.
It is significant that the highest
dividend $15a,000,000- was paid by
General Motors, the largest adver-
tiser in the world.
Who Bays For Advertising?
Mobody it pays for itself.
To prove th" truth of that state
nietit, I am going to show a concrete
illustration.
Let's -impose a merchant has a
mark-up of 20 per cent overhead and
10 per cent profit. If he does for
'xamnle, an average of $1110
day, his net profit is $200 for the
month.
Now let's say that through adver-
tising he can do an additional volume
of In per cent. This is an addition-
al $10 per dfty done at the same over-
head with no selling expense. It is
$2<!0 additional sales pei month up-
on which he saves the 20 per cent
for overhead plus the 10 per cent
profit or ,'10 per cent.
(Continued on back page'
SOtianksoiDino
NOVEMBER 19
Thur
i
•i
'^i
.-11
.bincr the Days of the Pilgrim Fathers, Thanksgiving
has been an occasion of giatitucie arwf joy — i he day
was set apart for pause and reflection—to celebrate ;i
plentiful harvest—to enjoy the feeling of security, peace,
and contentment that are the honest rewards of an able
and industrious people. ,
Let us celebrate this I hanksgiving as of old
us forget the past lew years of depression, except
the lessons they have taught. 1,/M us be thankful
all of th
for
for
count!
future.
e good things that are ours today—ami (hey are
And let us «et our cyr8 resolutely on the
WE EXPRESS our gratitude to our good friends
and neighbors for their patronage during the
past year, and among our most cherished blessings
we are thankful for your good will and friendship.
A
PAUL D. PAGE
Attornev at l.aw
Office: Citi/en* State Hank Building
MASTRMf. TEXAS
BOOTH DRY GOODS CO.
J. T. HASLER
J. L. WILBARGER & CO
L. W. OLIVE & SON
TEXAS POWER & LIGHT CO.
E. H. PERKINS, Postmaster
BRIDGE CAFE
A Good Place To Fat
I. LAUTERSTEIN
ELK1NS' 5c-10c-25c STORE
STRAND THEATRE
MONROE CARTER S PKG. STORE
ROSANKY'S RED & WHITE STORE
BUD DEGLANDON
— 3 Good Barbers —
BASTROP CAFE
W. E. LUTZ
I. G. A. STOKE
MISS ROSALIE PERRY
S L. BRANNON DRUG CO.
JOHN O. TURNER
Bastrop^^ Bottling Co
J. V. Ash
C ERHARD & SON
"Texas Oldes? Drug Store" t
FRANK GREEN
M. A. PROKOP & SONS
SCHAEFERS MARKET
O. B. WOLF BARBER SHOP
COCHRAN GROCERY
BASS HODGES
BRUNO A ELZNER
PRICE'S MAGNOLIA STATION
W WILKF
FOR
RADIC SERVICE
CAl L
ARTHUR WERTZNER
Expert Electr'cal and Radio Work
At Reasonable Prices
PHONT <M
DR. M
Registi
FOOT
1- S T K I N
ed Chiropodist
AILMENTS
p nal Mtention (iiven
In Children's Feet"
( Iff i e Mi iii".
."Jo Littl fi«
'.i:00 X
Id Rldg
. lo I'. M
,">00 <
May this Thanksgiving Day
Find You Rich In Blessings of
HEALTH and HAPPINESS
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Standifer, Amy S. Bastrop Advertiser (Bastrop, Tex.), Vol. 83, No. 36, Ed. 1 Thursday, November 26, 1936, newspaper, November 26, 1936; (https://texashistory.unt.edu/ark:/67531/metapth206881/m1/3/: accessed June 21, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu.; crediting Bastrop Public Library.