THE Liquor Book
The averag-e liquor store neg-lects almost entirely one of the most profitable branches of the business—the famih' trade. The liquor store that is satisfied with the trade that naturally comes to it overlooks a very fruitful and profitable field. If a man is satisfied to sit quietly on his particular corner and take what trade comes to him, it is safe to say that he will never amount to much in the business, comparatively speaking
The averag-e liquor store neg-lects almost entirely one of the most profitable branches of the business—the famih' trade.
The liquor store that is satisfied with the trade that naturally comes to it overlooks a very fruitful and profitable
field. If a man is satisfied to sit quietly on his particular corner and take what trade comes to him, it is safe to say that he will never amount to much in the business, comparatively speaking
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8 <strong>THE</strong> LIQUOR BOOK.<br />
not interested in 3'ou, but in what you have to sell.<br />
Therefore, you want to make your goods prominent and<br />
not your name. If what you offer is tempting enough<br />
people will find j-ou no matter how small the size of the<br />
type in which your name is set may be.<br />
The three ads reproduced here are samples of strong,<br />
clean display which almost an}' printer can duplicate.<br />
The ad of J. W. Seymour & Co. is a good example of<br />
a double column ad with a cut and a rule border. The<br />
rule around the ad holds it together and makes it<br />
prominent. The only fault with this ad is that the type<br />
in which the name at the bottom is printed is altogether<br />
too large. If it were only half as large it would look<br />
much better and valuable space would be saved.<br />
The ad of C. H. Edison & Co. is a good example of<br />
of clean, economical display. The ad looks well and no<br />
space is wasted.<br />
The ad of L. H. Thomas illustrates another good<br />
method of using a cut and a border. The heavy type in<br />
which the heading is set draws attention to the ad at<br />
once and greatly increases its effectiveness.
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