The Evansville journal. [volume] (Evansville, Ind.) 1866-1870, 1869-09-16
OATLY JOURNAL
RsDAY.............sEPTEMBER 10, 1868.
Rnfnrm al AdEnrtisIng.

1t il a wise thing to advertise, but
il is q wiser thing to advertise wisely.
The main secret in advertising IS not
30 much to inform as to remind peo-
pie; not so much to lead them cap
tive by q flaming poster as to keep be-
fore them corvenien fact, so that
they can never forget it, and can lag
their hands Oh it whenever they refer
10 the proper source of information
III is a mistake to suppose that fam
ing poster, two columns in length, in
serted in daily paper once q week,
sells as many goods as one seventh
the amount of space filed daily, and
yet the cost Is the same. Advertise
ments do not eaptivate the eye BY
their immensely, and impel the reader
by mere force of their bulk to 90 ana
buy at the establishment which puts
its wares in the most stunning black
letter job type style. On the contrary,
especially in large city like chicago,
they are useful for reference. mainly.
People who are prepared to buy look
in to the columns of daily paper to
see where they shall buy. The class
whose attention il attracted by Hhe
mere prominence Of the type used in
an advertisement seldom buy at all.
But those who seek the advertising
columns of newspaper for inform
alton can read it in plain, small let
tiers as easily as in flaming capitals.
Hence the class of advertisers whose
notice is in the paper six days in the
week, thought occupy but a sixth of
q column, will meet the eye of six
times as many customers as those
who insert their advertisement only
once, though it fill column. We
know that many persons who would
find it profitable to advertise if they
should insert a short, compact adver-
tisement daily by the month are de-
ferFed from advertising at all, under
the impression that they must fill a
large space with their advertisement
aud insert it only for a day. Pay
ing an enormous price once or twice
for very much more space than they
need, and finding 1t does not pay,
they are disguised with advertising,
and thenceforth refrain from it alto
gether. They are like a man who
hires house three times as large as
his family require, and not finding 1t
profitable, concludes to live IN the
open air. In Eastern cities adver-
Lls6IS 00NG ~ cry WncEC 0utgEuNu Tue
" bill poster style" Of advertising, and
insert short, compact advertisements
daily by the year. This is the true
and economical plan. Boston, New
York, Philadelphia, New Orleans,
and even Cincinnati and st. Louis
daily papers, all stand in marked cons
trast with those Of Chicago in this re-
spect. Chicago advertisers, still after
the village fashion, treat a newspaper
as a sort Of posting board or bulletin
which has but one side, and that the
front side, whereon an advertisement
ID valuable In proportion to the
amount of space it occupies, and its
vicinity to the top of the paper. 10
the other cities we have named, where
advertising is of older growth and
more systematized, advertisers know
that their advertisement is worth
nearly as much in one part of the pa
per rs in another, and nearly as much
in small type as in large, IN so much
that it does not pay to rent more
space than is necessary to make their
vertisement legible, nor to pay a
higher price to have it placed in
some particular page, or in some pet
corner Of the page. The same reform
will ultimately be brought about in
Chicago = Chicago Tribune.