is to be presented to
the public, so as to arouse the interest of all. It is important that
the man at the head should vitalize the business by making everybody
feel and know that the advertising, the address to the public, is made
in conformity with his wishes, under his supervision, and is absolutely
part of his plans for disposing of his merchandise. This being so, the
proposition that the advertising of a well-ordered establishment makes
the policy of the business is really correct."

Many methods are made use of to present and keep the business before the
public, but preeminently the best and most satisfactory is the
newspaper. Its columns are recognized as the very best medium for
business notices, going as it does into the homes of the people
regularly, filled with the world's news, with information for everybody,
about everything from everywhere. The newspaper column is the merchant's
platform, his pulpit from which he speaks to the public. It gives his
words thousands of tongues. It is in this way he reaches his audience
and tells them about his goods and business. He must talk straight, and
his address must be interesting and readable, and, above everything
else, true. It must always have the true ring of honesty, and
advertisements are becoming more truthful every day, as business men
realize that it must be true or it will fail. People judge and form
their estimate of a business by the honesty with which their
advertisements are lived up to, soon find the truth-telling places, and
trade gravitates that way with absolute certainty. Lying advertisements
never built a permanent and successful business. Advertising of to-day
is honest, or meant to be, and, every day, people are gaining more
confidence in it, and are understanding more and more that it is a
necessary and legitimate part of this business; in other words, a "Store
Bulletin," to which they can refer as an honest statement of what the
store has to offer them.

Advertising properly means attractive news, news of daily importance,
news which is appreciated and taken advantage of by the most wide-awake,
economical and thrifty. News that must not get old by repetition. There
is nothing more important about the business than advertising. Of what
use to have tons of merchandise to sell if the people are not told about
it, told about it regularly? Keeping everlastingly at it. Hammering away
day after day. Continuous effort in the right direction, systemati