qual_ his returns. They must not only _invest as
much_, _to get as much_, but they must as well, spend an extra sum to
_counteract_ the influence that he has _already established_ in the
community.

Whatever men sell, whether it is actual merchandise or brain vibrations,
can be _more easily_ sold with the aid of advertising. Not one half of
the businesses which _should_ be exploited are appearing in the
newspapers. _Trade grows as reputation grows and advertising spreads
reputation._

If you are engaged in a line which is waiting for an advertising
pioneer, realize what a wonderful chance you have of being the first of
your kind to appeal directly to the public. You stand a better chance of
leadership than those who have handicapped their strength, by permitting
you to _get on the ground_ before they could outstrip you. You gain a
prestige that those who _follow_ you, must spend more money to
_counteract_.

If your particular line is _similar_ to some other trade or business
which has _already_ been introduced to the reading public, it's up to
you to start in _right now_ and join your competitors in contesting for
the attention of the community. The longer you _delay_ the more you
_decrease_ your chances of _surviving_. Every man who outstrips you is
another _opponent_, who must be met and grappled with, for _the right of
way_.

The Perambulating Showcase

The newspaper is a _huge_ shop window, carried about the city and
delivered daily into hundreds of thousands of homes, to be examined at
the leisure of the reader. This shop window is unlike the actual plate
glass showcase only in _one_ respect--it makes display of _descriptions_
instead of _articles_.

You have often been impressed by the difference between the decorations
of two window-trimmers, each of whom employed the same materials for his
work. The one drew your attention and held it by the grace and
cleverness and art manifested in his display. The other realized so
little of the possibilities in the materials placed at his disposal,
that unless some one called your attention to his mediocrities you
would have gone on unconscious of their existence.

An advertiser must know that he gets his results in accordance with the
_skill_ exercised in preparing his verbal displays. He must make people
_stop_ and pause. _His copy has to stand out._

He must not only make a show of things that are attractive to the eye
but are attractive to the people's