Some years ago, when attending for the first time a meeting in the interest of The Christian Science Monitor, the advertising in our newspaper was considered. On returning home, the writer pondered how it might be possible to help in this line of work. Shortly after the meeting, some months were spent in a distant country which afforded no shopping facilities. The list of European advertisers was studied each week, and orders were sent to several firms asking that some gifts be forwarded to relatives at home. Giving became a pleasure, and brought unexpected expressions of appreciation.

From that time onwards, it became natural to turn to the advertisements in the Monitor whenever a need could be supplied through them. Previously, it had been the custom to buy what one fancied, and to go to firms with whom one had habitually dealt. It soon became evident that a choice had to be made between continuing the old mode of buying or entering upon a new one, as both were not possible. Step by step the way opened naturally and harmoniously to support the advertising columns of our daily newspaper, whenever and wherever possible. To do this, it was necessary to keep one's thought always clear on the question. The difficulty which presented itself with regard to exchanging old firms which had been dealt with for a considerable time, for those who advertised in the Monitor, was solved in each case by the fact that when these firms had been offered the opportunity to advertise, they did not avail themselves of it. It was clearly seen to be right to go to those who did.

Business Qualities
November 29, 1924

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