~ AY man v aoseed in ‘any business whatsoever: ata.
-Jooks' for success without: exercising his faculties
to achieve that. end, is not an. optimist, but a fool

‘Pwo things: make advertising .

almost: a ‘synonym for “optimism. ;

One ‘is that the advertiser. ‘who
would. be. ‘successful must : be an
optimist. -The.other’is that: when -
an advertiser loses his optimist he
generally. concels his advertising, 7

“Business is rotten,” exclaims
‘the manufacturer, and ‘forthwith,
ders all his. advertising. stopped,
little realizing that his. own action
is ‘one of the principal causes ‘that *

-smakes business-rotten..
_ Cancelling advertising is 50 easy

‘aust + be a an ‘expehise, the advertiser.

a” - Therefore to cut: it: off

ot

“Teasons. .

ee
‘Therere ‘spreads his own lack of”

faith in, . himself, his. ‘country, his
_ Boot and the future to other bus-

“iness‘men who are perhaps: on the
verge, of doing . the same thing.”

- Without i in any way. minimizing.
- the crisis ‘which the. world is now ~
-: facing, ‘without ignoring the fact °.
‘that a long, expensive war in Eur-. - .
ope will result'in'a great deteriora- -
tion of--values arid’ a. -tremeridotis
adjustment of finance: and. com-"*.

|. merée when it is over, ‘there i is ney-

ertheless sufficient ground for ‘be
_heving that this country is: ‘going.
- on, that the. manufacture ' and-con- .
sumption of goods’ ‘will continue,
‘and that the manufacturers: who.
|| a “ enterprising,” far-sighted. and
alert. enough to take. advantage of.
existing” and: new. markets. and. to.’
* push their business as: ‘they “would ‘-
in ‘ordinary tithes, are going to be-

~'nefit by their. actions.

“OF it will not. If it does not, busi-
“te, among other things, must g

- In.our own eountry” it. must *
--go-on now. olt. cannot wait until

ines the war" 4s over, °