Evening star. [volume] (Washington, D.C.) 1854-1972, 1880-06-12
COMMON SENSE IN ADVERTIsIKG.
The Manner i'm which Good BuSi.
ness Men Reach the Public

ness Men Reach the Public.
IN. Y. Evening Postl
model advertisement is designed to satisfy
the s rational demand Of probable customer to
ful advertiser, therefore, observes three rules
First, he aims to furnish the Information
reach that part Of the public whose wants he is
prepared 10 satisfy; and third he endeavors to
make his Information as easy Of acquisition by
the public as possible
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
III boards and covered them with placardS:
they have stuck painted signs in horse cars and
along either side OF the slips OF the ferries they
of nature with their glartng assertions, and
thus, instead OF winning and gaining the atten-
ton. have awakened an abiding disgust and re-
sentiment. The fallacy which underlies all
these efforts to catch the public on the wing,
SO to speak, to delude men and women into an
unexpected and irresistible desire to buy the
tional beings do not set about shopping or buy
ing in that way. Who would think Of going to
the horse cars to find out where any particular
article which might be needed could be bought?
Who would think OF making trip to the White
Mountains, or up the Hudson. or along the
sour d, or to Watkins Glen, or to Niagara Falls,
for similar purpose?
The commonest and handlest thing In the
American family is the newspaper, and as
nearly all shopping proceeds from the family
from its needs. it's intelligence, its tastes, its
fashions, it follows that the thoughtful and
successful advertiser approaches the family by
this means. He does not waste his money and
his time in loading his advertising gun and
shooting 1T off skyward in the streets, at all
creation, on the chance that some willing GUS
toner may be going that way, and may be
brought down; on the contrary, he takes ac-
count of the advertising ammunition which he
has on hand, and loads and points his gun
through the columns of some reputable news
paper at the game he wants to hit.
In selecting newspaper for this purpose its
general character must be carefully taken into
account. Many newspapers are read In the
horse cars and in offices which never find their
way into the family. They are not permitted to
approach the real source OF shopping activities,
and If by chance they find their way there as
which they contain are in a certain sense dis
credited and without the weight which good
character and pure and wholesome tone al
ways give to even the business columns of a
sheet designed for circulation among intellt-
gent and refined people.
Beside knowing that the newspapers are the
best means OF advertising, and how to pick out
the best newspapers for his purpose, the sue
cesSful advertiser fully appreciates the import
ance Of persistent advertising. Mr.. Bryant used
to say that the great influence of the press de-
Presenting the same subject In many forms, IL
finally wins attention and acQuieScence. Us
In this thorough and systematic way, the adj
vert1sing columns of the newspapers are as use
full and essential to the merchant, as means Of
telling the public what he has to sell, as the
clerks behind the counters are to show his
goods when the people come to examine them.