-

‘THE OMINECA HERALD, FRIDAY, JULY 16, 1918

A word that is frequently misused i is. “optimism.”
A man engaged in any business whatsoever who: -
looks for.success without exercising his faculties By
to. achieve that end, is not. an, optimist, but a fool

Two things make advertising
“almost a, synonym for optimism, -
. ‘One. is that the ‘advertiser. who
would ‘be. ‘successful: must be an:
‘optimist.’ The other. is that when -
_an advertiser loses his optimism he
generally concels his advertising.

‘*Business is rotten,” exclaims .
the: ‘manufacturer, and forthwith .
orders all his. advertising: stopped,
little realizing that-his own action
‘is one of the. principal causes. that.
“makes business rotten. -

2 Cancelling advertising ig 80. easy
‘that. it: is nearly always: the. first- -
‘step. toward retrenchment. ‘The

ines men who a are » perhaps on = ae
Verge of doing the‘same thing

Without i in any way minimizing

| the crisis. which the world. is: how

~ without i ignoring . ‘the: fact
that a. Jong, | expensive war in’ Eur-
ope will result in a great deteriora
-tion of ‘values - and a. tremendous
~ adjustment. of. finance and_ com
- merce when:it i is over, 1 there is: ney.

.Heving that. this country is: going

_ on, that the’ manufacture and ‘con-
* gurnption of goods’ will: ‘continue,
“and that. the manufactirers who :
-are enterprising, - far-sighted and’
alert enough to take: advantage. of
” existing and new markets. and ‘to
> Push, their business ‘as they would’
_ in ordinary times, ‘are going tobe
“nef By, their actions. oe