Once in a while some business man, by advertising in programmes, souvenirs and various other schemes, determines that “advertising doesn’t pay,” and forthwith begins to preach this doctrine.
Several thousand years ago, a gentleman named Aesop told a little story that has a distinct application right here:
“A fox was once caught in a trap by his tail, and, in order to get away, was forced to leave it behind. Knowing that without a tail he would be a laughing-stock for all his fellows, he resolved to try to induce them to part with theirs. So at the next assembly of foxes, he made a speech on the unprofitableness of tails in general, and the inconvenience of a fox’s tail in particular, adding that he had never felt so easy, as he had since he had given up his own. When he sat down, a sly old fellow rose, and waving his long brush with a graceful air, said with a sneer, that if, like the last speaker, he had lost his tail, nothing further would have been needed to convince him; and till such an acccident should happen, he should certainly vote in favor of tails.”
Pick out the largest users of newspaper space, and you will find that they are the smallest users of space in extraneous media. You will not find among them a single one who is not firmly convinced that advertising does pay. The more a man spends for newspaper advertising the more positive he is in his belief in the results that it brings.