eae nine enna cete we = fox

THE OMINECA HERALD, FRIDAY, MAY 21, 1915

ae A word that is frequently misused i is “optimism.” —
“ A man engaged in any business whatsoever who
~ looks for success without exercising his faculties . -
to achieve that t end, is not an n optimist, but a fool

‘Two things make + atvetuing |

_ 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'vealizing that his. own action
_is.one of the principal causes that
makes business rotten. |

* Cancelling advertising 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

“. yeasons, Therefore to eut 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-
-_.Iistic views of the advertiser, and

‘ therefore spreads his own lack of

- 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 i in any way minimizing »

the erisis 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 he:
-nefit by their actions.

The point is that the war will

either end everything in the world

or it will not. If it does not, busi-

‘ness, among other things, must go

In our own country it must

30 on now. It cannot wait until
the war, is over.