managed. The snob whose father _created_ and who is content to live on
what was _handed_ to him, can't stand up against the man who knows he
_must build for himself_.

What makes _you_ think that _you_ are entitled to prosper as well as a
competitor who _works twice as hard_ for his prosperity?

Why should as many people deal at _your_ store, as patronize a shop that
makes an endeavor to _get_ their trade and shows them that it is _worth
while_ to come to its doors?

Why should a newspaper send as many customers to _you_, in _half_ the
time it took to fill an establishment which advertised _twice_ as long
and _paid twice as much_ for its publicity?

This is the day when the _best_ man wins--after he _proves_ that he _is_
the best man--when the _best_ store wins, when it has shown that it _is_
the best store--when the best _goods_ win, after they've been
_demonstrated to be_ the best goods.

If you want the _plum_ you can't get it by lying under the _tree_ with
your mouth open waiting for it to drop--too many other men are willing
to climb out on the limb and risk their necks in their eagerness to get
it away from you.

It is a _man's_ game--this advertising--just hanging on and tugging and
straining all the time to _get_ and _keep_ ahead. It is the finite
expression of the law of Competition, which sits in blind-folded justice
over the markets of the world.

You Must Irrigate Your Neighborhood

Half a century ago there were ten million acres of land, within a
thousand miles of Chicago, upon which not even a blade of grass would
grow. Today upon these very deserts are wonderful orchards and
tremendous wheatfields. _The soil itself was full of possibilities. What
the land needed was water._ In time there came farmers who knew that
they could not expect the streams _to come to them_, and so they dug
ditches and _led the water to their properties_ from the surrounding
rivers and lakes; they tilled the earth with their _brains_ as well as
their _plows_--they became rich through _irrigation_.

Advertising has made thousands of men rich, just because they recognized
the possibilities of utilizing the newspapers to bring streams of
buyers into neighborhoods that could be made busy locations by
irrigation--_by drawing people from other sections_.

The successful retailer is the man who keeps the stream of purchasers
coming his way. It isn't the _spot itself_ that makes the _store_
pay--it's the _man_ who mak