funds it does not
_use them up_. It helps the founder of a business to grow rich and then
_keeps_ his business alive after his death.

_It eliminates the personal equation._ It perpetuates confidence _in the
store_ and makes it possible for a merchant _to withdraw_ from
_business_ without having the _profits_ of the business _withdrawn_ from
_him_. It changes a _name_ to an _institution_--an institution which
will _survive_ its builder.

It is really an _insurance policy_ which costs nothing--_pays_ a premium
each year instead of _calling for_ one and renders it possible to change
the entire personnel of a business without disturbing its prosperity.

Advertising renders the _business_ stronger than the _man_--independent
of his presence. It permanentizes systems of merchandising, the track of
which is left for others to follow.

A business which is _not_ advertised _must_ rely upon the _personality_
of its proprietor, and personality in business is a decreasing factor.
The public _does not want to know the man_ who owns the store--it isn't
interested in _him_ but in his goods. When an unadvertised business is
sold it is only worth as much as its _stock of goods and its fixtures_.
There is no good will to be paid for--_it does not exist_--it has _not_
been _created_. The name over the door _means nothing_ except to the
limited stream of people from the immediate neighborhood, any of whom
could tell you _more_ about some store ten miles away which has
regularly delivered its shop news to their breakfast table.

It is as _shortsighted_ for a man to build a business which _dies with
his death_ or ceases with his inaction, as it _is unfair_ for him not to
provide for the _continuance of its income to his family_.

The Pass of Thermopylae

Xerxes once led a million soldiers out of Persia in an effort to capture
Greece, but his invasion failed utterly, because a Spartan captain had
entrenched a hundred men in a narrow mountain pass, which controlled the
road into Lacedaemon. _The man who was first on the ground had the
advantage._

Advertising is full of opportunities for men who are _first_ on the
ground.

There are hundreds of advertising passes waiting for some one to occupy
them. The first man who realizes that his line will be helped by
publicity, has a _tremendous opportunity_. He can gain an advantage over
his competitors that they can never possess. Those who _follow_ him must
spend more money to _e