c,
persistent. The advertising must be clear, logical and convincing;
containing exact and definite information, telling the store news
plainly and honestly, telling the people what the store can do for them,
telling it often and in the right way. Some departments may be
systematized so fine that they don't require such undivided attention;
but the advertising can't run along like this, but must have constant
and careful thought. Every advertisement must have careful
consideration. Carelessness or neglect will lead to serious results.
Spasmodic advertising won't do. One might as well expect to close the
store one day and open it the next. It must be regular, just as regular
as the day comes.

Attractive advertising becomes a department of the paper, and people
expect it--look for it with the same interest as other features. It is
keeping the business prominently before the people and asking
persistently for their trade that brings the business. Advertising is
the greatest force, the most powerful lever, for facilitating business.
There is a generally-accepted theory that advertising pays, but
Department Stores prove by facts that the theory is true. There has
been considerable talk about the uncertainty of advertising; but
thoroughly understood and skillfully used in the interest of Department
Stores, it has become a most powerful factor in contributing to their
general success.

Back of Department Store success, are earnestness, persistence,
concentration, energy; but between these and achievement stands
advertising. "As the business grows and is prosperous, it is due to the
controlling factors of system, merchandise and advertising, but
advertising is the dynamic force which vitalizes all the rest."

With this understanding of the important relation of advertising to
business, a decision is arrived at as to the amount of advertising
appropriation the business demands, not a fixed amount--no more or no
less--but about the amount expected to be spent, which depends upon the
amount of business necessary to be done, and is determined by the
percentage of profits. A selection is made of the best daily papers,
space secured, and "The Advertising Department" is ready for business.
This department is under the direct management of the Advertising
Manager, or "Ad. Writer." He has a distinct recognition as one having a
separate profession, and must, if the best results are obtained, be
confidentially taken into the inner wo