The Kenosha telegraph. [volume] (Kenosha, Wis.) 1860-1888, 1877-07-05
HOW TO ADVERTISE.
The views of a successful Business NJ

HOW TO ADVERTISE.
The Views of a Successful Business Man.
At the recent semi-annual meeting Of
the National Association of Stove Manu-
facturers, in Detroit. ShelmanS Jewett.
of Buffalo, President OF the association.
made an address which was remarkable
for its sound sense and business-like
utterances. From the many good points
in his speech we select few paragraphs
on Advertising" They are all the
more valuable to trades1nen, merchants
and manufacturers because they are the
utterances, not Of a newspaper publisher
or an advertising solicitor, but of a
business man, a man who looks upon
and uses advertising solely as an aid to
his business, and who, with a business
mans caution and good sense, selects
only the best possible system, the sys-
tenn which will most thoroughly adver-
tise his business and bring him in the
surest returns. Business men should
read Mr.. Jewett's views
"The tawdry Autographs so freely
used by manufacturers neither express
good sense nor good taste; they suffer
even by the comparison with the comic
valentine, for although the latter is es-
sentially vulgar, and frequently hurt
full missile in the hands of foolish or
malicious person, it means something
it has about it some touch of humor-it
tells for what it was designed-but the
stove manufacturers valentine-I mean
his red and yellow Autograph, has no
| ~,,1a1;4,no oh IL
it but announces the thoughtlessness or
want of dignity Of it's author; and if it
does not hint with a certain degree of
pCsitiveness at the probable inferiority
of his wares, it is less injurious than T
have been inclined to regard it.
"Fence advertising cannot be too en-
phatically conference.-the characterize it
as vile is scarcely to do it adequate JUS
tice. It is primarily Objectionable be-
cause it brings the manufactures we
wish to advertise into doubtful company
on the public highways; and every pru-
dent business man must know, If he has
given to his advertising the careful at
tention it deserves, that the money de-
voted to papering fences is utterly
wasted. The Snowman who expends
100000 a year in glittering and gor-
geous Examinations illustrative of his ex-
haustless geological resources and arenic
wonders, has warrant for his monopoly
of the boards, in the fact that large
proportion Of his patrons is made up of
those who, with open mouth ana staring
eyes, prosecute their studies in the
shadow of the fences. But the same
manager, you will observe, employs
other means by which to reach the pub
lc-appliances upon which he relies for
his best effects. His business requires
him, by one method and another, to
reach every class of the community, and
printers ink is made to render varied
and invaluable service at whatever cost.
know gentleman who expends $780,
900 annually for advertising, but you
cannot find his name on the fences !: he
is the best advertiser in the
country, but there is nothing
comical or grotesque about his way Of
doing business. Now, the members of
this association who patronize the fences
are overshadowed by the great showmen
and are compelled to keep company with
the small vendors of thin nostrums. the
proprietors of some three-legged calf,
directors of fat woman, the patentee Of
some villainous bitters, or the COM
FOUNDER of pills that are warranted to
cure all the ills that flesh is heir to. 7
have seen the names of good firms
brought into this disagreeable relation
ship, and have felt sorry for them.
Those in want Of any Of the products of
our factories are not influenced by this
sort of advertising.
"The glazing poster neither inspires
confidence nor conveys the information
the public desire; and if we would make
the best possible use of our money in
giving publicity to our claims as manu-
facturers, we should patronize able
and responsible newspapers. The news
paper is UNNECESSARILY the best medium
open to our trade: the most liberal and
expert advertisers testify to it's value;
and in the employment of it's columns
we would find means of escape from
the wasteful, undignifed and ineffective
methods to which so many now resort
in their eager desire to secure attention
and patronage"
Shocking Tragedy in England.
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