“THE OMINECA HERALD, FRIDAY, MAY 14, 1915

ok word that:i ‘is frequently misused i is. “optimism.” ‘a
A man engaged i in any business whatsoever who
looks for success without:exercising his faculties
to achieve that end, is not an optimist, but a fool. ce

Two. 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 optimism: he |
. generally concels his advertising...

“Business is rotten,” exélaims °

the manufacturer, and. forthwith.

orders all his advertising stopped,
little realizing that his own action"
is one of the principal causes , that
"makes business’ rotten. :

. Cancelling advertising i is SO easy"

“that it’ is nearly always the first
step toward retrenchment. . ‘The -
matter is seldom decided: on its.
merits.’ It is-impulse. Advertising *

must be an'expense, the advertiser

_reasons:.. Therefore to cut it. off
“eflets a saving.

‘The stoppage of. advertising. in.
* times of stress. and. change has two: :
‘bad effects upon the business in-

volved. . At. turns ¢ off immediately a

and holding old business, In addi-

.. ton, to that, At advertises the er

“faith in himself; his’ country, his
* goods, and the future to other bus--
‘ness men who’ are perhaps on’ the
verge of doing.the same thing.

Without i in any way minimizing Lo
_ the crisis which‘ the world is now
- facing, without. ignoring. the fact. ~
that a long, expensive war. in Eur- |
-, ope will result i in a great. deteriora-. ..”

tion of values ‘and' a tremendous
adjustment of finance: ‘and com-"
_ merce when. iti 18 over; ; there i 18 nev- -
ertheless: sufficient: ground for bie- ,
+ 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. 7
-in ordinary times, are going ‘to be-
? nefit by: their actions, :
‘The point is that the war vill
_ either end everything in: the world
orit willinot. If it does not, busi-
» ness, among other things, ‘must x

on... In our. own country it must

go. on. now It eannot Wait until -
- the. war is ‘over. °