By Heerer realized the significance of big advertising, some will perhaps recognize similar tendencies on the part of advertisers in our own up-to-date city today. The writer continues:
"The policy of the house was to advertise only when they had any special line of goods to dispose of; they made a special effort at the Christmas trade: during the summer their. announcements disappeared from the papers altogether, Thel result was that the business was neither a success nor a failure; it had its own small select clientele; was proud of the fact that it w run on the same lines then as it was twenty years ago... Its advertise ing was dignified, old-fashioned, its salesmen courtly. Practically all its goods seem to have been supplied by request to Her Majesty the Queen, Twenty years hence Jim gloomily thought it would be the same."
The heads of this particular firm we are told talked about advertising "cheapening" their prestige and increasing the cost to the consumer. They could not see that it was Adverüsing—the power of the Press-that made prestige; they could not see that advertising, properly done, lowered the cost to the consumer because it increased sales.
Text read from the printed page and cleaned; old type leaves the occasional error.