an't cut the knot with
anything but advertising--because:

1--A store that is constantly before the people makes its own
neighborhood.

2--Crowds can be brought from anywhere by daily advertising.

3--Customers can always be held by inducements.

4--Fixed expenses can only be reduced by increasing the volume of sales.

5--Good will can only be created through publicity.

Advertising is breeding new giants every year and making them more
powerful every hour. Publicity is the sustaining food of a _powerful_
store and the only strengthening nourishment for a _weak_ one. The
retailer who delays his entry into advertising must pay the penalty of
his procrastination by facing more giant competitors as each month of
opportunity slips by.

Personal ability as a close purchaser and as a clever seller, doesn't
count for a hang, so long as other men are equally well posted and wear
the sword of publicity to boot. They are able to tie your business into
constantly closer knots, while you cannot retaliate, because there is no
knot which their advertising cannot cut for them.

Yesterday you lost a customer--today they took one--tomorrow they'll get
another. You cannot cope with their competition because you haven't the
weapon with which to oppose it. You can't untie your Gordian knot
because it can't be _untied_--you've got to _cut_ it.

You must become an advertiser or you must pay the penalty of
incompetence.

You not only require the newspaper to fight for a more _hopeful
tomorrow_, but to keep _today's_ situation from becoming _hopeless_.

If It Fits You, Wear this Cap

Advertising isn't a crucible with which lazy, bigoted and incapable
merchants can turn incompetency into success--but one into which brains
and tenacity and courage _can_ be poured and changed into dollars. It is
only a short cut across the fields--_not_ a moving platform. You can't
"get there" without "going some."

It's a game in which the _worker_--not the _shirker_--gets rich.

By its measurement every man stands for what he _is_ and for what he
_does_, _not_ for what he _was_ and what he _did_.

Every day in the advertising world is _another_ day and has to be taken
care of with the same energy as its _yesterday_.

The quitter _can't survive_ where the _plugger_ has the ghost of a
chance.

Advertising doesn't take the place of business talent or business
management. It simply tells what a business _is_ and _how_ it is