_ THE OMINECA HERALD, FRIDAY, JUNE 25, 1915

SE EE EE ETE Es a rT

A word that is frequently ‘misused 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, = i

- Cancelling advertising 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
must be an expense, the advertiser

reasons, Therefore to cut it. off.

eflects a saving.

The stoppage of advertising in --

times of stress and change has two

bad 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-
~ jness'men who are perhaps on the»
: verge of doing the same thing. ©

‘Without in any way minimizing
the crisis which the world: is. now
facing, without ignoring the. fac
that a long, expensive war in Eu
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 Aiventage, of.

int ‘ordinary times, are going to he- :
“ nefit. by their actions. =

a it will not. If it ‘does not, busi- os

ness, among other things, inust go
on, In‘our own country. it. must
go on now. It cannot wait unti

the ¥ war i is over.