Two things make averting
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 optimism, he -
~ generally concels his advertising, |

“Business is rotten,” exclaims
“sthe ‘manufacturer, and forthwith”
o orders all his advertising stopped, -
little realizing that his ovn action.
“is one‘of the principal causes. that”
makes business rotten, Se

: Cancelling advertising i is 80 0 easy.

that “it is nearly always the ‘ist
_ step toward retrenchment, - The.

matter. is seldom decided on its:
-merits.. It is ‘impulse, Advertising
“must be an expense, the advertiser
“reasons. “Therefore to eut it off.
eflects.a saving. -

The stoppage of advertising ir in
times of stress. and change has two. .
‘bad effects: upon the: business in-
volved. ‘It. turns off imthediately a
“methiod of securing new. business ~
and holding-old: business, In addi-
tion:to. that, it advertises the. pessi-
mistic iews. of the advertiser, and...

therefore spreads his. own lack of

” Without i in any as minting
- the crisis. which the: world is

“ertheless sufficient ground for be
~ lieving that: this country. is going:

On, that the. manufacture: ‘and. ‘con

“sumption _ of goods will continue,
and. that the manufacturers’ who...
~ are enterprising, far-sighted ‘and:
alert ‘enough to take: advantage of