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BUSINESS BUILDING
By Dundas Henderson Advertising Mugr. Of the C. E, Zinimviuian Co. Chicago
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Th© Amount Vou Must
Spend on Advertising
/, iJfcoay not occur k e average
■MUme rcbunt that proportion
oras income i beinsfspent -’flf on ad
vertising . . . small that
is so the effect
is like trying to paint a big house
with a ten cent can of paint. A ll
this advertising is, of course,
good for even though it tring no
results, it shows that the merchant
has an open mind in the matter
and is subject to reason. Retail
advertising, or, indeed, any ad¬
vertising, no matter how small, to
get sure results, must be done on
some scientific plan that has guid¬
ed similar campaigns to success.
The most important item in such
a campaign is the minimum
amount to be spent on it.
If 999 out of every 1000 retail
advertisers will go into the ques¬
tion of their advertising, I believe
they will find that it is not costing
them one per cent per annum of
their incomes. In most cases it
will be found to cost them much
less.
How they expect to get results
from thit extraordinary percent-
age is known to themselves alone,
The Fitzgerald Leader Job Printery
Special: Stress Every Class Of
Book: | AID ON Work l Is a Shop of Quality Neatly J PRINTING :=: [ Done
:
✓
Only the Most Proficient Jobmen and Pressmen Employed in this Office
f
The Management’s Special Attention is Given Every Job—Large or Small
All Job Work Carefully Done—and Prices are Right
Let Us Figure on V ot/r Next Job
THE FITZGERALD LEADER JOB PRINTFRY
.TxiEFl fZGERALD LEADER. TUESDAY. AUGUST 25. 1911
OdIv in verv exceptional cases
will an expenditure like this even
return the actual gross amount
spent on the campaign.
The most successful retail stores
in the world are the large New
York, Philadelphia and Chicago
department stores. These concerns
are known al! over the world, and
particularly so to the men, women
and chile ren in this country. If
any class of retailers could dispense
advertising it is they. Yet
they spend from 5 to 15 per cent
of their yearly incomes in adver-
tising their goods. They are not
spending tnat portion of their in¬
comes on advertising as a mere
matter of fun, you may be certain.
Every red cent of outgoing is
jealously watched. If one hun¬
dredth part of one per cent can
be saved it is saved. Theexpendi
ture is the result of careful experi¬
ment in all possible ways, and un¬
der all possible conditions and it
has been found necessary to spend
that amount of their enormous in¬
comes to get the results that they
now obtain.
The local retailers may learn a
lesson from this. If great organi¬
zations like these stores have to
spend such a percentage of their
incomes to get results—large sums
like that get proportionately
greater results than small sums—
what must the small merchant
spend to get sure results from his
advertising?
When next you consider adver¬
tising, Mr. Retail Merchant, figure
out how much you are going to
spend. If it is less than 5 per
cent, sit down and think the mat¬
ter over carefully and if you can¬
not persuade yourself to spend at
least 5 per cent on a scientific pl m
that has brought success to others,
get a mirror and have a good look
at.a bad merchant.
There is one ether
thing’ about retail advertising.
After 30 U have made up
mind to the amount you are going
to spend on it, see that you
salesmanship into the space you
buy. Salesmanship is just as nec¬
essary in your advertising as it is
m your store. With it in both
your store and advertising, success
is certain, for your sales organiza¬
tion will be so slrong that only
bad goods or insufficient capital
can kill it.
There are four principles to all
salesmanship, whether in your
store or in your newspaper: First
—you must attract attention;
second—you must secure the in¬
terest of the possible customer;
third—you must create a desire to
buy, and, fourth, but by no means
least—jou must induce the actual
process of buying.
All these requirements in adver¬
tisements necessitate close study
and much experience of successful
advertising before they can be
blended together to make a perfect
advertisement. The average re¬
tailer is not an expert at advertise¬
ment construction, any more than
the ordinary grocer is an accom¬
plished physician. How then is
the retailer to get advertising that
brings results—or as it may be
called, salesmanship on paper?
There are on the market now a
number of high grade syndicated
advertising services. These ser¬
vices are got out by concerns with
ample capital who have retained
the services of the best retail ad¬
vertising experts in the country
to whom they pay large salaries.
These men construct advertise¬
ments which are sold to small re¬
tailers throughout the country at
a nominal cost, ranging from one
dollar per week up. The large
number of one kind of advertise¬
ment supplied to thousands of re¬
tailers makes these low prices
possiole. These services are usual¬
ly sold in a. series of 52, one ad¬
vertisement for each week in the
year, together with a lirst clas
copperplate cut of an
drawn by a high priced artist.
the top of these columns, will
seen some reduced fac similes
ads of this kind.
The merchant who uses adver-
tismg in his local newspaper
without putting salesmanship
that character into it when he can
get it for so low a cost, is just like
a man who would rather have a
school boy in his store to sell his
goods than a proven salesman.
The editor of this paper wiil be
glad to supply full particulars of
tl e most successful of those syn-
dicate advertising services to en-
quirers. Merchants are advised
to be in time, however, for only
one service of a .kind can be used
in each town.
If you haven’t the time to exer-
cise regularly, Doan’s Regulets
will prevent constipation. They
induce a mild, easy, healthful ac¬
tion of the bowels without griping.
Ask your druggist for them. 25
cents. 55-8t.
Register for the City
Primary. tf.
Presto!
AGONY FROM DYSPEPSIA.
A 25-cent bottle of the
GROVER
GRAHAM
DYSPEPSIA
REMEDY.
A single dose.
PERFECT RELIEF!
It never fails to cure all forms of stom*
ach disorder.
“ Three bottles cured me after years of
terrible suffering.”
MBS. T. FOSTEB, Elizabeth, N. J.
Three Sizes, 25c., 50c. and $1.00.
3. GROVER GRAHAM CO.,' INCJ NEWBURGH, N.Y.
Rains In Texas Will
Increase Cotton Crop
Galveston, Tex., Aug 26.—
Statements by conservative cotton
men since the United States
weather bureau report was made
j public l belief here today indicate a crener-
a that the recent copious
j iains in nearly all parts of the
j Texas this will increase the cotton out-
put in state from 300,000 to
500,000. The weather bureau’s
report was watched for today with
i nten se interest by every cotton
man in Texas and its verification
of news received from private
sources about recent general rains
forms the basis for this prediction,
LAST GRAND E1C0RSI0N
VIA
G. S. ®> F. R’y
TUESDAY, SEPTEMBER 12
Round Trip Fares from Cordele will be as follows;
Jacksonville, : $3.00
St. Augustine, : $3.50
Tampa. Fla., : $5.00
SPECIAL EXCURSION TRAINS will leave Cordele Sep-
^ tember 12th at 1:04 p. m. and 2:05 p. m-, arriving
Jacksonville 8:25 and 9 p. m., Tuesday night, and arriv¬
ing Tampa 7:00 a. m., Wednesday, September 13th. Reg¬
ular train service will be used from Jacksonville to St.
Augustine via F. E. C. R’y Wednesday, Sept. 13th, 9:30
a. m., arriving St. Augustine 10:45 a. m. Tickets will be
good returning on any regular train leaving Jacksonville,
St. Augustine or Tampa up to and including Sept. 17,
1911. Tickets to Tampa will be routed via Atlantic Coast
Line from Jacksonville. This will be the last and best
excursion to Florida this season. Everybody invited. You
can’t afford to miss it. For further information call on
R. L. Luff man, Ticket Agent, Cordele, Ga., or address
J. W. Jamison, T. P. A., C. B. Rhodes, G. P. A..
Macon, Ga. Macon, Ga.
Veterans Gathering
For Land Opening
Minot, N. D. Aug. 25.—Veter¬
ans of the cival, Spanish-American
and Philippine wars are register¬
ing for land at the opening of the
Berthold Indian reservation in
large numbers. Citizens of Minot
are receiving hundreds of letters
every day from veterans in the
east asking them to register under
a power of attorney. So many
requests of this nature have been
received that Judge Critten today
said that all persons of ordinary
intelligence and over 16 years of
age, whether married or not,
women as well as men, are allow¬
ed to register for veterans. The
total registration up to last night
was 12.203.