The following text may have been generated by Optical Character Recognition, with varying degrees of accuracy. Reader beware!

.••,y - >- s i' h?->: ~"T; -; : , \ . . ' . V-."-' •"-" •' "••' ' ' ". - > : U» :•* ..* -••-• V"-- •• y „ •• * v.. •'• •* . . ~ r r - • i , w-y r--«- • y'yv -?~:y y-;:, .yy \A" •,-~>v - :. - - ; r^.- • ^y:cy£.^:yyy'; yy'yy , -A*S! • "/ ' !i;- •».• .Itr".. '- •» & - / < * '1' V, :* ;' ;••" , .':J/ . •" . . > - • ; n-1---. - > yf " '-. « • . • . •• •"• ^ •" . v ;••- -V. !Sv^y'• • •< • / • T"^=s r"- •V-Vdoubly enhanced by judicious and intelligent application. It is quite ' obvious to anyone that mid-summer would be an inopportune time to run a campaign on flannel underwear or overcoats. While the illustra- . ',• tion used is a bit far fetched, nevertheless, it fo' ypjjjre doubly - cle^tr the meaning of timely advertising. # , : o - : . . , . - .=.••• \ ' - . T i . ' Many of the larger business institutions make and keep in co'ntin- ' ^ ' oous operation a complete record of the markets theyliesire to reach and hold. By so doing they are enabled to anticipate the buying trends in ^ specific localities and timely advertising then plays an important part in > :7~r~' meeting the demand then apparent for information concerning their products. , 4 - , " There is no need for the average merchant to maintain anywhere . It" nearly so elaborate a system, although it would certainly be to his ad ^ vantage to keep as closely in touch with market trends ill his locality as : possible! This" can be done to a certain extent by observing closely at ' * fill times the varying tastes and purchasing habits of jiis customers. Then if it is j&ssible for hiifi to"acquire a working knowledge of the y^ particular merchandise likely to appeal to the buying public in the near ; . y Cw« in and talk If .tit v V .y " *Mhmm MrHcnry t •> • timely advertising. attract th<t attention of potential customers, which is done by various methods or combinations of methods, such as timely and arresting display lines and attractive illustrations calculated to arouse interest and compel atteiition. After this attention has been secured it becomes necessary that the context of the ad be sufficiently interesting to merit further investi gaiion upon4he part of the reader and bring him to your store. :-u r If the merchandise advertised has undoubted merit, the reader will store the information in a corner of his mind for future use and it ; v « ^ iis not therefore, lost. But if immediate and concrete results are desired, do your utmost to clo these three,things: advertise the merchandise in * your local newspaper, at the right time and at the right price -- This u ^ timely advertising and by and large will produce the best results. ^ ' ' ;s;-'^y:\| A nother pertinent illustration of timely advertising in conjunction ; y •1' " • L- witn current happenings are the possibilities presented by the devas- t • - - tating floods in the south. Just at present almost everyone is concerned : : about the plight of the unfortunate refugees. This quite naturally turns . their thoughts toward lending assistance in every way possible and * principally through the local Bed Croks chapter. Of course, no one * : wishes to make capital out of, disasters of any kind and this is used _ merely for illustrative purposes. Ads containing display lines such as, • •FLOODS of Bargains," etc., would be very likely to attract unusual attention at this particular time. Not onjy that, but a part^of the ad- 'y.: .y'y vertising space could be used calling attention to Flood Relief" and, ^ . to the Bed Cross. ~ --- y .... ~ V" ; ,.r ^ v:n: r. .v • - • • • " • , * ' ;y v; ' y '.:v- ^.y. Downs Motor Express VERNON J. KlfOI INSURANCE ^ EARL R. W \ WAS A TO n/OV\ \6ET rr POMTPO *100.00 REWARD for the name of any man liriag « dead that has sold more County Real Estate than ha. >» Quinlan--that's all he does. VttOM for Salftjutd Rent Large and small cmes. I -f" .i^r:; to talk it over with yon. Joseph H. Sikes x Waukegan National Bank BW>^ 4% Geneeee at, Waokegaa. ] TEL. MAJESTIC 10» KENT A OOMPANT All Kiada af > I N S U R A N C E Placed with the aoi • i --=--- Charlie's Repair Shop Next Door 1W Ni On U. S. 12 RADIATORS REPAIRED Letterinf ae Weldiuf Track Acetylene Wc CHARLES ^lETESEL «• ; -;V -r •V:>: Excavating frocking, Hydraulic and Onuif Servicp ", load Bnildiag TtL 204-M McHenrr. m :-Si" '".-'i-.V' S. H. Freood & Sop OONTRAOTOM • V. • ' v: "v pm^ty to th*^ nxiNoi