No 2. [Written especlally for The RrGrsTER.l More things enter into advertising ■ generally so considered. ín fact, everj I hing which connects a name and a business in people's mind, is advertising. Membership in churches and clubs and societios, the giving of social entertainmonts, public charity- all these things and more, are advertising, but greater and broader, and better and easier than all these is newèpaper advertising. You can think of that without thinking of the other plans, but no seheme of publicity is complete without the newspaper. Properly prosecuted, newspaper advertising will always pay. That here and.there is a man who says : "Advertising dosn't pay, I've tried it, " proves nothing but that his method was faulty. Advertising is business news. It tells of things which are of great daily importance. It is of .more account to the frugal housewiíe to know where she can get certain necessary commodities at a less price than usual, than are all the troubles in Siam or Alaska. The news should be news. It should not be allowed to grow stale with repetition in the same oíd way. If you can only advertise in a small way, piek out the best paper in your territory and spend all of your advertising money in that. Don 't scatter. When your business grows and you can spend more money, buy more space in the same paper, until you are sure you are using all you profitably can. Then add aaother paper. I would rather have one goodad. than half a dozen poor ones. When "hunting for bear," I would rather take the best gun I had and load it properly than to scatter my powder in half a dozen poor guns'and so make a "flash in the pan." Merely publishing your name, address and business will do some good, but there"s a better way. Be different from the others in your line. Find some point in whioh you excel and harp on that. Give prices and specialties. Try to make the advertisments interesting and readable. Make them characteristic of your store, and, above all things, make them true, in letter and in spirit. Don 't say that you haven't the time to attend to your advertising properly. Really you haven't time to do anything else. Advertising is the most important thing about any business. It is the vital spark. VVhat good does it do you to havo the very best thing or the very greatest bargain on earth if people do not know it? In running a newspaper, James Gor don Bennett, Sr., said the important thing was to "get the nevvs and then make a dom fuss about it. First, get the right sort of goods, in the right location, at the right prices and "then make a dom fuss about it" in the best paper you can find, Thk Rkgister, for example. The trade wül follow.