The show-window of your city—your newspaper.
FINALLY GOT HIM
After several years of unsuccessful effort to get a
local store to advertise, the publisher of a Kansas City
newspaper was surprised one day to receive an order
for a full-page from the former non-advertiser.
Glancing at the copy, the publisher discovered that
it announced a ‘closing out sale.” The merchant was go
ing out of business. His advertising competitors had
taken his trade and there was nothing left for him to
do. So the newspaper man landed his prospect at last.
This was all very well, but the moral in this story
is that the merchant recognized the power of advertis
ing to help him get out of business, but had failed to
recognize its power to help him while in business. There
seems to be a lot of merchants like that.