| to . achieve that end, is not | an optimist, but a. fool

an advertiser loses his optimism: he

generally concels his advertising.

“Business, is ‘otten,” opine

that: it. is nearly. always the Sek:
“step toward retrenchment. ‘The ..
matter’ is'seldom decided on ifs.
merits; It is impulse. ‘Advertising _
must he an expense, the advertiser =
son ‘Theréfore to. cut it. off

eflects a saving.

; -The stoppage of advertising in
times of stress and. change has’ two ;

af

| volved, __ It turns off immediately a

rethod. of securing: new business

real Optimist is the man n who ho

bad. effects upon the. business in-”

ness mnen who: are "fthaps 0 ott thé
verge of doing the same. e things

“Fieving that: ‘this country, is going
on, that the manufacture and: con-*
sumption of: goods will continue,
“and that the manufactirers who:
are enterprising, fai-sighted and,

” existing: ‘and new. markets and..to

‘ pst ee business as 3 they: would

In our. own. can its

ep on. NOW. , It cannot ‘wal

; 3 ; a4 wir
conditions ag they ‘are