The Dallas daily herald. [volume] (Dallas, Tex.) 1873-1887, 1881-04-28
HDW TO ADVERTISE.

Elsewhere this morning appears an extract
from an article in the New York Herald,
entitled "Concerning Newspapers" This
extract treats mainly of advertising and the
proper way to do it, and it will prove inter-
esling to every one of our readers, for there
IL not one of them who has not or will not
have occasion al some time to do some kind
Of advertising. We 20 into great city,
New York, Chicago, Philadelphia or New
Orleans, for instance, there we see tendency
of business TO certain quarters and streets,
and We see tendency Of the different guilds
to come together, all In the same neighbor-
hood. On Wall street We find the brokers
and capitalists congregated. Elsewhere
we find the jewellers punched up; in
another place dry goods dealers; in another
commission merchants; in another, grocers,
and SO on through the list Of mercantile,
financial and manufacturing pursuits. So Is
the tendency to -day in advertising. Tho
custom is rapidly concreting to classify adver-
tisements as the New York Herald does, hav-
ing all of the same line together and all in
one kind of letter, discarding the job type
and cuts entirely, these being left for the
strictly commercial and exclusive adver,i-
sing sheets. 1t will not be a great while
either before the custom will obtain entirely,
to put all advertisements in exclusive sheets
separate and apart from tho reading matter
so that no who desires to read the news, edi-
torials. etc, can do go, laying aside tho ad-
vertisements to be conned at his leisure, and
vice versa. 1t is mistaken idea that ad-
vertisements are not read. There is not one
reader in fifty who does not scan the adver-
tisements before he relisquishes his paper
entirely. There is no person who is not in
need ofsomething, or at least thinks he or
she is, hence, under the classified head of
what is wanted, the advertisements are looked
through. If man wants suit of clothe'.
and desires to lind tho name OF clothing
house, or ascertain the offers that are made
by clothing houses, the vendor of groceries,
or tho dealer in hardware does not expect
that man to read his advertisement in search
of what he wants. The halter, the boot and
shoe merchant, the druggist, the miliner'
each one inserts an advertisement in paper
for tho purpose Of attracting the attention of
those who want hats, or boots and shoes, or
drugs, or millinery, and so it is with every
other merchant or dealer, no matter what the
line may DO. This being true it is
really to the advertisers interest that
advertisements be classified, all of kind put
together, for, If they are scattered, put here
and there in the paper, two, three or dozen
advertisements all in different lines of bust
ness on page, the person desiring hardware
for instance, may sec but one hardware no.
tice, whereas if all hardware notices were
together, he would read them all and make
up his mind which one offered him the best
inducements for his trade. II merchant
was sure that his would DO tho only sdver.
tisement in his line ever seen in the
paper, why then he could
and would reasonably be in
favor OF the "ad scattersndum" plan, but
that is an impossbility. Advertising is u
science which isimproving every day, and
one OF the advancements attained is the
classifying system We have boon discussing.
What to say and how to say it in an adver.
tlsement is not the least feature of the sci.
ence. Hugo block letters and abor,ive
looking wood cuts are of but little praticsl
value. They arc Of the country, countryaed.
We must admit that in the metropolitan
cities they are better posted, more advanced
IN all things pertaining TO business
and how to make business than
we are in the smaller cities and
in tho country. Why do not our business
men then, in the matter of advertisement,
study tho methods of New York and profit
by them? The Now York Herald, with the
largest circulation ofauy paper in the Unittd
States, naturally commands the largest
advertising patronage 1t makes show 10
put its advertisements in tho mos, pleasirg
form," n study, and as the painter studies
harmony in shape, perspective and color,
and the sculptor studies tho symmetry and
perfection off form, SO does tho Herald stuly
at,ractiveness and effect in the got up of its
advertisements, dealing impsr,ially with all
It's patrons.