Evening star. [volume] (Washington, D.C.) 1854-1972, 1880-10-07
THE EVENING STAR.
Common Sense i'm Advertising.

The New York Erenfnq Post so sensibly tells OF
the manner In which men and women OF wisdom
reach the public, that we adopt the arSicle and
commend 1t to the thoughtful perusal of basi-
ness people who have not Yet learned wisdom
fully on this Important subject:
"A model advertisement is designed 10 satisfy
.ne ratlonai demand or probable customer ID
know what you have got to sell The succe Sstul
advertiser therefore, observes three rules: FIRST
he aims TO furnish the Information which the
public wants; second he aims 10 reach that
part OF the public whose wants he is preoared
TO satisfy, and third, he endeavors TO make his
Information as easy OF acquisition by the public
'Many mistakes OF judgment have been made
In the various ways adopted of reducing the
labor OF the public In gaining this kind OF trade
information. Men have plastered fences with
their announcements: they have erected huge
bill-boaTdS and covered them with piacaris.
they have stuck painted signs In horse-cars ana
along either side OF the slips OF the ferries; they
have even defaced the most picturesque aspects
OF nature with their glariDg assertions, and
thus, instead OF winning and gaining the at
tention, have awakened an abididg disgust and
resentment The fallacy which underIieS all
these Efforts to catch the public on the wing.
SO 10 speak. to delude men and women into an
unexpected and irresistible desire TO buy the
something which you have to SELL is that
rational beings DO not set about shoppiny or buy
ing in that way. Who would think or going 10
tie holse cars TO find out where any particular
article which might be needed could be bought
no would th1bh OF making Trip 10 the White
Mountains. or up the Hudson, or along the
Sound, or to Watkins Glen, or to Ma yara FAN,
for similar purpose?
1.-The commonest and handieSt thing In the
America family is the newspaper and as nearly
all shopping proceeds from the family, from IT'S
Eeeds, lis intelligence, IT'S tastes. its fashions IL
follows that the thoughtful and successful ad-
veTtlSer approaches the family by this means.
He Goes not waste his money and his tine IN
loading his advertising gun and shooting Ii of
skyward In the streets, at all creation, on the
Chance that some willing customer may be
going that way and may be brought down; on
The contrary. he takes account of the adverttS-
Ing ammunition which he has on hand. aud
loads and points his gun. through the columns
wants TO hit.
I'm selecting newspaper for this purpose.
It's general character must be carefulls taken
mo account. Many newspapers are rea In the
way into the family. They are not permitted
10 approach the real source OF shopping acttyf.
tles; and II by chance they find their way there,
as happens now and then, the advertisements
o mniSn lhey contain are 10 certain sense dis
credited and without the weight which good
character and pure. wholesome tone always
gives TO even the business columns OF a sheet
Designed for circulation among intelligent and
refined people
Besides knowing that the newspapers are
me pest means OF advertising, and how to pick
OUT the BEST newspaper for his purpose the sue
ceSSlul advertiser fully appreciates the great
Importance OF persistent advertising. Mr.. Bry-
ant used to say that the great influence OF the
press depends for one thing upon Its power OF
iteration. Presenting the same subject in many
1OlmS, ft finally wins attention and qlies-
cence. Used ia this thorough and system attic
way, the advertising columns of the newspaper !;
are as useful and essential to the merchant. as
means OF telling the public what he has to sell
as the clerks behind the counter are to show
bis goods when the people come to examine
them"