The Modern Business is Conducted Under Modem Methods

Busmess is no longer a man to man contact, in which the merchant and the customer establish a personal bond, any more than modem warfare consists of hand-to-hand grapples, where bone and muscle and sinew decade the outcome. Business as well as war

has changed in its aspect—both are now fought at long range.

Just as a present day army has no who counts upon his personal acquaint

, the individual courage and valor of its members, just so a merchant

ic of the past.

—— 1 I 1 ‘ - - Monster guns and explosives developed to a high degree of efficiency have made it possible to conduct warfare at long range.

In h^wn**** it is advertising that enables die merchant to reach out at a distance and find customers. Advertising Essential to Modern Business

The merchant who doesn’t advertise in these days is pretty much the same as one who fads to use ali of the modem oonveniences and business aids, such as the telephone, electric light, automobile and themany other devices new to thepresent age lire Ug range publicity of a competitor will enable him to reach out and get business which he could grt m no other J a y, a merchant realizes the importance of advertising, not only as a means erf extending and increasing busmess. but for defending the |^t-

be prepared to face the consequences of a fo8y as great as a man woulo in fightmg a duel aimrxl

with « sword while his opponent held a modem gun. Never Too Late to Begin

It must not he thought that it is too late to begin advertismg becaure there are so many stores which have had the advantage of years of adveriasmg HL built up a widely known and favorable name. Cape May County is growing. It will grow more and more year by year. It needs new tradS^ faciHties just as it is hungry for new patronage. Jav nf the nrjffhborhoad <ore depending almost wholly upon the acquaintanceship of die proprietor is gone. NewsBut theday of taenoghbcrtKmanoreaq^^ ^ amimunication, has eliminated this type of store. A store ten Advertr.mff is an mvotmatf, the cost of which ts in the nune proportion to its returns as seeds are to the harvest. It is just a. unw^TSer ad^S» «F*nse as it would be for a farmer to hesitate over buying fertilize, to increase his crops. ^ Your Advertisement Must Be Read to Be Profitable T-i L. written win not bring one cent of return to die advertiser unless it is read. A newspaper advaThe L be ‘' awmer that goes into the f-ome and is read by every member of the family. SFII. YOUR MERCHANDISE THROUGH The Cape May County Times

“A Paper in Every Home”