(Bremerton News Searchlight.)
One of the traits which endeared the late
Calvin Coolidge to the hearts of the American
people was his homely logic. He had a simple way
of stating every-day fact which many of us are
likely to overlook in the turmoil and complexities
of modern life. Coolidge once said:
When I was a boy in the hills of Ver
mont twelve miles from the raljroad, the
only merchandise I saw was in the country
store. But my horizon was widened by cer
tain publications containing pictures and
descriptions of things that appealed to youth.
I read and bought. It is essential in the
first instance to make good merchandise.
But that is not enough. It is just as essen
tial to create a desire for it. That is adver
tising. The person or association of persons
who can produce that combination of ex
cellence and demand is performing a real
public service. They enlarge the mental
horizon and provide new forms of utility
and beauty. The material benefits pass over
into spiritual benefits. Culture and charity
are the by-products. The only way for the
people to become acquainted with what
they want is through judicious advertising.
Goods not worth advertising are not worth
selling.
Americans are a progressive, ambitious people.
We are proud of the fact that every wage earner
Is striving to advance in the scale of living and
it is not to be regretted that he measures his
progress by the material things which he possesses.
