out_ of
advertising than there is _in_ it.

_Advertising is seed which a merchant plants in the confidence of the
community._ He must allow time for it to _grow_. Every successful
advertiser has to be _patient_. The time that it takes to arrive at
results rests entirely with the ability and determination devoted to the
work. But you cannot turn back when you have traveled half way and
declare that the _path_ is wrong.

You can't advertise for a _week_, and because your store isn't crowded,
say it hasn't _paid_ you. It takes a certain period to attract the
attention of readers. Everybody doesn't see what you print the _first_
time it appears. More will notice your copy the _second day_, _a great
many more_ at the end of a month.

You cannot expect to win the confidence of the community to the same
degree that other men have obtained it, without taking pretty much the
same length of time that _they_ did. But you _can_ cut short the period
between your introduction to your reader and his introduction to your
_counters_, by spending _more_ effort in preparing your _copy_ and
displaying a greater amount of convincingness.

You mustn't act like the little girl who sowed a garden and came out the
_next day_ expecting to find it in _full bloom_. Her father had to
explain to her that plants require _roots_ and that, although she could
not _see_ what was going on, _the seeds were doing their most important
work just before the flowers showed above ground_.

So _advertising is_ doing its most _important_ work before the big
results eventuate, and to abandon the money which has been invested just
before results arrive, is not only foolish but childish. _It would be
just as logical for a farmer to desert his fields because he cannot
harvest his corn a week after he planted it._

Advertising does not require _faith_--merely _common sense_. If it is
begun in doubt and relinquished before normal results can be
_reasonably_ looked for, the fault does not lie with the newspaper nor
with publicity--the blame is solely on the head of the coward who
_retreated before he was defeated_.

The Dollar that Can't be Spent

Every dollar spent in advertising is not only a _seed_ dollar which
_produces a profit_ for the merchant, but is actually _retained_ by him
even _after he has paid it to the publisher_.

Advertising creates _a good will_ equal to the cost of the publicity.

Advertising _really costs nothing_. While it _uses_