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SPECIAL ADVERTISERS' DIRECTORY 



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Advertising is what nothing was ever sold without. If a 

 ioaf of bread is sold to a tramp who managed to glom onto a 

 jitney, it had been advertised by the tramp's hunger and by 

 somebody Avho told the boob where the bakery was. Or by the 

 window of the bakery itself. There isn't a human being Avho 

 doesn't believe in advertising. If he really doesn't he had 

 better commit suicide. And that will give him a lot of publicity 

 that nobody can cash in on. Even the fowls of the air and the 

 beasts of the fields believe in advertising; the cackle of the hen 

 proclaims to the world that she has produced another egg for 

 the cold storage and the whine of the cat at midnight hours is 

 a signal of distress. The man who claims not to believe in ad- 

 vertising is a — well, you know Avhat Ananias was. This boob 

 is too anxious for everybody to tell other people that his place 

 is a good one to trade. But ain't willing to give the advertiser 

 anything for telling the other folks. He is, to use a modern 

 term a something-for-nothing tightwad. The man who puts on 

 good clothes advertises his own respectability, and expects re- 

 sults in the shape of the respect of others. The man who 

 dresses poorly because of necessity or purposely, advertises his 

 poverty and expects results in other people's help or contempt. 

 The doctor claims it is unethical to advertise, but he wants the 

 newspaper to mention every time he has a case. The same is 

 true of the lawyer. In fact every honest person wants the 

 right kind of advertising. Only dishonest jDcrsons are afraid 

 of it, and they get it anyway. 



TO GET GOOD ADVERTISING— TALK IT OVER 

 WITH THE DIRECTORY MAN NEXT TIME HE IS IN 

 YOUR TOWN. 



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When Writing- Advertisers Please Mention The Directory 



