The Realm of the Ahhoond, of Swat

{ Swat, far from being just a JL musical comedy setting, is a principality of some importance, a province tucked away in India, rich in resources but practically unknown except to those who have business dealings of one kind or another with the people of Swat c; It was intended, of course, L that there be far unknown corners of the world in strange contrast with busy market places. Swat may well pursue its lonely way through the years, for that matter.

The Akhoond of Swat rules this little province in almost complete isolation. It is unheralded, unknown, out of the way of travel, content with its lot.

Perhaps, too, it was intended thattetaildealers here and there should pursue rather isolated activity, content with just what businees comes to them.

But certainly not for many. A man wants to build business. He wants to see it increase and become something of a local institution as the years go by. It is a laudable ambition that has helped to build many a business and many a community. Success to those ment v A rctail dealer should fear q) the penalties of isolation. It is not enough that a man wait for business tocome to him. Not these days. Competition is too keen. "Go into the highways and byways"-an injunction long ago that has a new tneaning to business men now.

Advertising is a sound enemy of isolation. It can be used intelligently by the smallest retailer to pofrtable advantage. Its influence can aid any man to build a lasting business. Itwillreach out through any community-invite trade- build confidence-establish lasting good will. Use it!

THE LONG.BELL LUMBBR COMPANY

R.A.LongBldr. LssbnnSlw lt75 KmuCtty,Mo.