Publicity for Pace Makers

Bg Jacft Dionne

f used to know a lumberman, who buitt up a big business, established a large fortune, and died.

He never advertised, never believed in advertising, could not see where advertising w-ould-h-elp his business, and like many others, f tri"ea in vain to convert hi* to ttt" advertising idea. He died and went to-his reward without changing his mind.

He left his busin-ess in -charge of his son. The son was much like the father in gen- eral ty-pe, and_ it could have been expected that he would follow his father's thoughts- on the subject of advertising.

And, to show that you can't-judge-humans that way, he has done just the opposite. IIe runs the same business that tiis father ran, and he cbnsiders that "tiy a.y *ttbiu ".rt gges- down without some attractive advertising having gone out to the- worid in behalf of his firm and his business, as a day wasted.

His Dad wouldn't e-ven tuy the _space. The son hires a man to do nothing else but l_"*1", his..publility, and write-his advertising. And the son is just as iully-Sonvincel that advertising is an absolute essential in the operation of the lumber busiiess, as the tather was convinced of its needlessness. Thus has time, and business deveiopment. changed the character of a particular lumber concern.

And the younger man is making fully as much of a success of the business as his father did, from a financial standpoint, and much more of a success viewed from other vantage points. The concern is an infinitely greater service-giving machine than it used !o b.". -It is just as. soundly conservative isi-teverwas,but-much'moreactiveinapply- ing itself to the affairs of the building trade than the faiher ever dreamed of makirii it.

The answer simply is that times have changed, business has changed, the lumber and building.industty has-changed, the public h-as come to know and deirand and appre- ciate better things in the line of lumber-service than it used to, and the business c'oirai tions that made the father rich, would not do so today, if the father were starting now.

Which goe-s to prove once again that it is every man's job to improve on the way his father used to do, and to raise a family or an organizition whoie aim and objeit it will be to still farther advance when they, in turn, tike HIS place. It is the vitat ind ess-ential law of progress, built on the rock-ribbed truth, that meri never stand still. They either advance, or they go back.

F.ot, as _a great publicity -man has truly said, in this day and age the only man who doesn't need advertising ic-the one-who thinks nothing, siys nothi-ng, does nothing, has nothing, sells nothing, and buys nothing. All the otheis neld it.

Because it isn't what a concern IS that is going to make or break it; it's what people think and say about it that settles the matter for better or worse.

For advertisements, properly done, are filled with wisdom, information, human interest, heart throbs, hopes, joys, ambitions, tastes, needs, and desires

Advertising was not so long.ago, a curiosity.

Today, advertising is genuine literature, real art, splendid achievement.

And it will grow greater, more appreciated, more useful, and more used, as time goes on.