The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1880-12-22

feathers appear, having the curious
tints observed.
IT Is seldom nova days that one
hears OF opposition to advertising.
All intelligent business men admit
that it is as necessary to advertise as
it is to have q building in which to
display their goods. But there is yet
a question as to cow advertising may
best be done. II a person will glance
over the columns OF his newspaper,
and also keep bis eyes open az be
passes along the streets, he will dis
cover how mems opinions differ.
Most business men have their respect
i've ideas as to how they should adver-
tise, but what proportion Of them
really understand the science, for sd-
vertising has been reduced to a
Eciencei Fences and dead walls are
frequently pla tered over with busi-
ness announcements; large bill-bosrds
are covered with flaming plscards;
painted signs are stuck up in the
horse-cars, and even picturesque as :
poets of nature are defaced by staring
assertions of tradespeople. Now,
most of thess things attract attention,
bat at the same time they excite the
disgust and resentment of the very
people the advertisers. desire to win.
Il should be the aim of the advertiser
TO furnish the information that the
public wants, to place his business
before that psT! of the public whose
wants he is prepared TO satisfy, and
90 make the information easy OF &C.
QUESTION without beicg intrusiv3 or
impudent. Qlack', By means of
lcud and offensive advertising. cap
ture the rabbls. They delade people
into an irresistible desire to be treated,
or to buy something which they do
not need. That kind of advertising
returns large profits a! the time. bat |
the field soon becomes barren. 1t
cannot be worked twice by the same |
quack. He has a run, bat then he
must starve or depend upon new VIC
tins. The kind of attention that he
attracts IS not tho kind that the mer-
chant or honest business man de-
Rire.. The rocks in Echo and
Weber Cahons are dAubed over
with . letters, some of which
are twelve feet 10 height; but what
lady or gentleman would think of
going up either of those gorges to find
out where any particular article that
might be needed, could be bought?
Who would get into a street car or an
omnibus, for a similar purpose? Who |
would go about the city, staring at
bill-5osrds, for Information, as 10 The
Poop do not 90 about their
shopping in this way. a special
object OF the advertiser should be to
avoid placing bis advertisements
where they will oo:rude themselves. {
Or give oSense; that is. TO avoid plA-
cling them where they are not wanted
Evel the illuminated placaIds and
gorgeous bill.boards ofthe theatre are
practically useless. They are good
for the circus, but people do not run I
about the streets to find out from the
what new attractions in
the way OF opera ard drama are '
being presented for the delectation of
the town. The wisest besiness men
have come to the conclusion that the
best, and about the only useful ad
verlsing medium, is the newspaper
1t goes into pretty nearly every I
family, and as about all the shop
ping proceeds from the family, the B
merchant, grocer and Others ap- c
preach their custom ers by this means. e
4 sportsman would not fire his gun n
It random, with incorporation that R
anne may be straying 10 the way of A
lis shot. He discovers his game, and a q
aking deliberate aim, fires, with Ii
chance o! suceess. Hay-
ng arrived at the conclusion, as ali .
business men have done, y
hat repnt ,bls newspaper is the
'est advertising meiium that can be II
ound, wisdom mast stli he exercised
D cheosing tbs newspaper, otherwise
be money paid for advertising will [
9 thrown away. GENERALLY speak w
lg, the paper having the largest cir =
llatiOn is the best enc in which to
1vertise. but tais caun0t be acted
pom as an infanib,e rule. The e
'mily furnishing the bayers, The =
lper that reaches the family natur-
ly furnishes tae more profitable 10 s-
UNI for business announcements. A
'od many newspapers with large -
seldom fud their way into
lie family circle. They are read in -
ices, or on the care, and thrown
ide. They are not permitted to ap- #
zach the real sourcs of shonnioo
tivities, and il by chance they IT,
ould do SO. their advertisements do "
t carry with them the weight and
liable character which a pure and
lolesome tone always gives to even
3 business columns Of q paper that SIf
culates in homes and among the
elligent and refined classes. An. a