Spence celia eae ee

ace baie ae

Tivo things make advertising.

ta

fe almost a synonym for optimism.
-. One is that the advertiser who
“would be successful must be an
ars optimist. The other is that when
an advertiser loses his optimism he
ae generally concels his advertising. » |

“Business is rotten,” exclaims

: othe manufacturer, and forthwith
‘orders all his advertising stopped,
«_ little realizing that his own action
_— ds one of the principal causes that
“omakes business rotten. |
- “Cancelling advertising i is 80 easy —
" that it.is nearly always the first -

step toward retrenchment. ‘The

-. matter is seldom decided on its _
"merits, It is impulse. Advertising .
.- maust be ani expense, the advertiser’

“reasons. Therefore to cut it ‘off
‘ eflects a saving. .
a ‘The stoppage of advertising i in
i times of stress and change has two
bad effects upon the business in-

volved. It turns off immediately a

i method of.securing new business —
me and: holding old business. In addi-

tion to that, it advertises the pessi-

mistic views of the advertiser, and |
therefore. spreads his own lack of

A word that j is frequently misused i is “optimism.”

... A-man engaged in any business whatsoever who

~Jooks for success without exercising his faculties’
to achieve that end, is not an optimist, but a fool

“faith in himself, his country, his

goods, and the future to other bus-

_ Iness men who are perhaps on the

verge of doing the same thing.

Without j 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 and a tremendous —

adjustment of. finance and com-: -:
merce when it is over, there is nev-.—
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

: existing and new markets and to”

push their business as they would
+ in ordinary times, are going ‘to be-
" nefit by.their actions, © Be
The point is that the war will) -.

either end everything i in. the world °

—_or-it will not. If it does not, busi--
ness, among. other things, must go.

on. In our own country it must. ~

| , goon now. It cannot wait until

' the * ‘war is: ‘over.

The. real Optimist is ‘the a ee condition as they are