“THE OMINECA HERALD, FRIDAY, JUNE 4, 1915

4

FS EE ar aT

- A word that is frequently misused is “optimism.”

_ A man engaged in any business whatsoever who
- looks for suceess 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 ig that when -
_.an advertiser loses his optimism he

a 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:
Hore Cancelling. advertising is so‘easy

that. it is nearly always the first

| «step 1 toward retrenchment. The

es merits. “Iti is impulse. ‘Advertising |
cs must bean expense, the advertiser |

_ reasons.’ Therefore to cut it off
_ eflects a saving.
... The stoppage of ndveitising i in

“times of stress and change has two .

os

bad effects. upon the business in-—

~Vvolved. ‘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-
. Iness men who are perhaps on the cos
“verge of doing the same thing. |

Without in any way minimizing a

the crisis which the world is now. ;

facing, without. ignoring the fact. a

~ 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 7

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

7 push their business:as they would

in ordinary times, are going to ten

7 nefit by their actions. oo S.

‘The point is that the war vil

~ 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 —

go on now. It cannot wait until

7 the: ‘war is over.