Lilly Reids Drop Shipping Foundations

*0bviously, a display advertisement, sufficiently interesting to induce the reader to drop into the corner drug store and buy a bottle of tooth paste, would not be convincing What City enou g n to impel the same reader to terminate existing MustDc? business relations, wrap the household goods in burlap, and journey to a totally new field of operations where the eternal problem of getting three meals a day must be solved in new ways. City advertising is very naturally slower in obtaining results than is any other kind of publicity yet discovered. Memphis, Tenn., and Des Moines, la., have been making a consistent and persistent effort to use display space as a factor in an all-around booster movement. One city is approaching its fourth year; the other is near its third. The experiences of both have been singularly alike. The first returns, that is, the first letters received in response to the advertising, were froth, not cream. Some of the boosters in both cities lost heart early in the campaign, because they thought everything that rises to the top is cream. The real invigorating, life-giving beverage did not appear until after the foam had been blown away by a year's campaign. There was enough sparkling sizz, however, in the returns of the first year to compensate with novelty whatever might have been lacking in stability. Fortunately, both Memphis and Des Moines had made their financial arrangements for a period of at least two years, had contracted for advertising space during that time, and could not quit. Like the Irishman with the wildcat, they needed help to let go....