Evening Journal

VALUE OF ADVERTISING.

A New York candy manufacturer of the name of Loft, who does a business of one million dollars a year, has been telling how he succeeded in amassing his fortune. He attributes his success to advertising and in his remarks are encouragement to timid business men who are afraid to use the newspaper columns in legitimately calling the attention of the public to what they have to sell. One of the important points he brings out is that perseverance is necessary. "You don't expect to work one or two days and then stop, do you?" asks Mr. Loft.

Mr. Loft was one of the most timid of advertisers. He says that he first put his card in a New York paper one day in the week and for three or four weeks he got no apparent results. The fifth time brought better luck and he noticed an unmistakable increase in the sales, and the sixth doubled his business. At the end of the year he found that his income had doubled.

Then he branched out and used other papers, with the result of a great increase in his business.

There is a lesson in this for live business men and for those who want to try advertising in a modest way. What Mr. Loft did in New York city can be accomplished elsewhere on a smaller scale.

The experience of this New York merchant is worth considering.