The Kenosha telegraph. [volume] (Kenosha, Wis.) 1860-1888, 1881-08-19
The Science of Advertising.

One of the leading merchants of Gin
cinnati delivered an address to an asso-
citation of business men of that city,
the theme of which was the science OF
advertising. Some Of tbs suggestions,
developed from 4 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 so little thought and
attention. It is not at all uncommon
for concern whose business in other re-
spects is carefully taken care Of, with a
watchftil eeonom5 practiced in all its
departments; almost neglecting its great
expense III newspaper advertise e, giving
it only hurried and careless 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, fair hundred cents worth of
publicity, and to the end three points
should be especially considered:
"Frst-Thenature 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.
ga further important consideration is
what is termed display, so that it shall
catch the eye OF the average reader.
Another is the position your matter &C.
cupies in the newspaper. Tt does not
make so much difference as many sup
pose what page the advertisement ap-
pears on, as it does that it shall have
special conspicnity on the page, and to
insure this, place in the column next
to reading matter is always advantageous.
& further subject worthy of comment
is the wording of your advertisement.
AS advertising costs money, it is impor-
tant that it be condensed so that every
costly word shall be made to count. To
do this is an art indeed, it is fine art
that but few possess. I believe there
are men in almost every community, if
they could only he sought out and their
best endeavors obtained, who could take
given sum Of money and SO iudiciously
expend it as 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 I
know absolutely as to the results OBJ
tanned from any special advertisement in
any particulf direction, in my own bus
mess, I can say very little, and upon in
quiry among the largest and most sue
cessful advertisers with whom I have
talked. I get but little information on
this point, particularizing special me-
diums or plans. They all unite, how
ever. in eulogizing the general result,
but say it is impossible to specify.
Agreeing upon the important principles
I have given you, the general expert
ence testifies to the value of newspaper
advertising as an enterprise. They &C
knowledge the results to be good, some
times long deferred-as cases are re-
corded in which vast profits have &C
crued, and were directly traceable to adj
vertising years after the announcement
appeared but, as a general thing, the
good affect 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
advertising is the only kind thatproInises
certain and satisfactory returns. The
suggestions as to the study of advertis-
ing will not be lost. With enterprising
and educated business men advertising
is as thoroughly studied and attended to
as the state of the markets or the pur-
chasing of the kind and quality OF sup
niles for their trada