The true northerner. [volume] (Paw Paw, Mich.) 1855-1920, 1881-08-12


One of the leading merchants Of Gin
elnnati delivered an address to an asso-
citation Of business men of that city,
the theme Of which was the science OF
ADVERTISING. Some OF the suggestions,
developed from a long and successful
experience, are worthy attention from
all business men, and we give space to
them. He says:
:" 1t is said to be constant surprise TO
publishers that men of good business
ability and habits, who regularly spend
large sums of money in the newspapers,
give the subject 80 little thought and
attention. 1t is not ut all uncommon
for a concern whose business in other re-
specis is carefully taken care of, with q
watchful economy practiced in all its
departments, almost neglecting it's great
expense i'll newspaper advetisi 6, giving
1t only hurried and car Tabs attention,
or handing it over to some young clerk,
almost any one being thought good
enough to take control of perhaps one OF
the largest expenses of the house, is
subjected to. Such negligence must
necessarily entail great loss. Every dol
lar should be SO laid out as to insure, at
least, a fair hundred cents worth Of
publ city, and to the end three points
should be especially considered:
"First-lh he nature of the thing adver-
tised.
"Second-The special public to which
the advertisement may be advantageous
ly addressed.
"And third-The particular organs
best calculated to reach that special
public.
"a further important consideration is
what is termed display, 80 that it shall
catch the eye of the average reader.
Another Id the position your matter oc-
cupies i'll the newspaper. 1t does not
make so much difference as many sup
pose what page the advertisement APP
pears on, as it does that it shall have
sp, cial cOnspicuity on the page, and to
insure this, pace in the column next
to reading matter isalways advantageous.
81 further subject worthy of comment
Is the wording of your advertisement.
As advertising costs money, II Is impor-
tant that it be condensed 80 that every
costly word shall he made TO count To
do this is an art indeed, it is fine art
that but few possess. l believe there
they could only be sought out and their
best endeavors obtained. who could take
given sum of money and so judiciously
expend 1t rs to produce almost startling
results. Whereas, the same amount ex-
pended after the plan frequently pursued
by the average merchant or manufac-
turer might not produce any perceptible
result whatever.
"Touching the subject as to what l
know absolutely rs to the results OBJ
tanned from any special advertisement in
any pai t!cuIr direction, in my own bus
mess, / can say very little, and up in
Quiry among the largest and most sue
cessful advertisers with whom | have
talked. l get but little information on
this point. particu'arizng special me-
diums or plans. They all unite, how
ever. in eulcgizing the general result,
but say 1t Is impossible TO specify.
Agreeing upn the important principles
have given you, the general experi-
ence teslities to the valne of newspaper
advertis ng as an enterprise. They ac
knowledge the results TO be good, some
times long deferred-as cases are re-
corded III which vast profits have ac-
crueu, anu were ulE Guy triceiDIe 10 au-
vert sing years after tine announcement
appeared; but, as general thing, the
good aft, ct is realized almost immedi-
ately.''
This merchants experience is in har-
mony with that of everyone who has
made the subject of advertising any
thing of study it is, that newspaper
adv, rlieng is the only kind thatpromises
certain and sat sfactory returns The
suggestions as to the study Of ndvertis-
ing will not be lost. With enterprising
and educated business men advertising
is as thoroughly studied and attended to
as the ate of the markets or the pur-
chasing of the kind and quality of sup
plies for tn ir IF Ule
IEronn thn Port unrnn Gonnrnorcial I