“THE OMINECA HERALD,

a nN man " oneaeed | in any business whatsoever rho
s 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.

_ reasons.

‘*Business is rotten,”

orders all his advertising stopped,
little realizing 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:
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-

ses tion to that, it advertises the pessi-
- mistic views of the advertiser, and

therefore spreads his own lack of.

| exclaims --
the manufacturer, and forthwith" .

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 crisis which the world is now. ee oe
facing, without ignoring the. fact
that a.long, expensive war in Bur-.
ope will result in a great deteriora- wf &
tion of values and a tremendous ~
adjustment of | finance and coms.

merce when. it is over, there is nev-

ertheless sufficient ground for be: fy
_ 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 be-
nefit by their actions. |, |

a

“The ‘point is’ that the war “wae
either end everything in. the world:

OF. it will not. If it does not, busi-.:

ness, among other things, must g

on. In our own country it mus
(go on now.

It cannot wait until
the: ‘war is: over.

ot overtone Sate AIT ihe