THE OMINECA HERALD, FRIDAY, APRIL 16,1925

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

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,” exclaims

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’ ‘80 easy
that it is nearly- always the first
‘step toward retrenchment. The

matter is, seldom decided on its.
merits. It i is impulse. Advertising .

must be an expense, the advertiser.

... Yeasons. . Therefore to cut it off t

eflects a saving.

“The. stoppage of advertising i in
- times of stress and change. has two.
pad effects . -upon: the business in-

“volved. It turns off immediately a.

“method of securing new business

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

faith in himself, his country, his |
goods, and the future to other: bus-~ oa

ines’ 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. Bur

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 eround for:. be
“Tieving 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 arid
alert enough to take advantage of

existing and new markets. and: to

‘push their business as. ‘they would
. “in ordinary times, are going to he-
| nefit by their actions. _ oy

The point is. that: the ‘war vil
either end everything in the world

or it-willnot. If it does not, busi:
ness, among other things, : must: gi

_ In our own country it mus

“go on now. It cannot wait, unt
: the war is over.

The real Optimist: i is the man who ‘hopefully f faces : oi iti

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