Human nature in business; how to capitalize your everyday habits and characteristics . g,but clouds up about noon for a heavy downpourwhich lasts most of the afternoon, it is the bestthing that could happen for the department store,because shoppers get in, and cannot comfortablyget out. They shop all over the store, buy lunchthere, and then shop some more. While the rain is thus helping the departmentstores, it may hurt the smaller shops, becausemany customers who otherwise would look aroundare obliged to do their buying all under one roof. An advertising man lost several thousand dollarsbecau
Human nature in business; how to capitalize your everyday habits and characteristics . g,but clouds up about noon for a heavy downpourwhich lasts most of the afternoon, it is the bestthing that could happen for the department store,because shoppers get in, and cannot comfortablyget out. They shop all over the store, buy lunchthere, and then shop some more. While the rain is thus helping the departmentstores, it may hurt the smaller shops, becausemany customers who otherwise would look aroundare obliged to do their buying all under one roof. An advertising man lost several thousand dollarsbecause of rain one summer, and yet there was lessrain than usual. The trouble was that most ofthe rain fell on Sundays. This man took charge ofthe advertising of a big newspaper on a salary andcommission basis. The paper made a specialty ofreal estate advertising in the Sunday issue, and hefigured that his share of this alone would give hima good income. But, by a rare quirk of chance,nearly every Saturday for several weeks there wasa forecast of rain the next day—and the real estate. Human Nature and the Weather 85 people either reduced the size of their advertise-ments or canceled them entirely. It is not muchuse to spend a large sum of money to tell peoplehow to reach a beautiful suburban allotment, on arainy day. One Saturday the Weather Bureauannounced showers for Sunday, and nine thousanddollars worth of advertising was canceled. Butthe next day saw never a cloud in the sky fromearly morn till set of sun. The advertising manmight have bought himself a fairly good little auto-mobile with extra rim and casing for what theWeather Bureaus error cost him. Rain is the worst of all weather enemies to busi-ness. Much department store advertising is can-celed entirely on the strength of a rain there is little use in making costlyannouncement of bargains that shoppers will beprevented from coming to see. A sudden changeto warmer or colder weather, however, is usual
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Keywords: ., bookcentury1900, bookdecade1920, bookpublishernewyo, bookyear1920
