Wood County reporter. [volume] (Grand Rapids [i.e. Wisconsin Rapids], Wis.) 1857-1923, 1882-01-26

per. He fails to make any arrange
ment as to position and style OF
insertion, but leaves it to take its
chance, and places the business that
he should have given particular at
tention to, at the mercy of the
printer.
The result is that the printer, hav-
ing no directions to 60 by, sets it up
solid. in fine type, without any other
than an ordinary heading, and it is
inserted in the most convenient place
in the paper, surrounded, perhaps.
with other advertisements that are
much of the same appearance. The
advertisement, of course, amounts to
nothing, and will accomplish nothing,
but who is to blame? Then the
man will do just exactly what he
ought not to do, for, disappointed, and i,
perhaps, an cry at the printer, and
seeing no rush of people in response
to his enterprising efforts to wake
them up, he loses faith in advertising,
and does nothing more at it until he
again gets the fit on him, and he again
repeats his folly.
In advertising, position is matter
that should always be considered.
There are some portions of newspa-
per where the advertisements are al
most worthless, while other positions
in the same paper are worth all that
is asked, and that is the part In which
you want your advertisement, even if
you are compelled to pay extra for the
privilege. The advertisement should
be conspicuous and well displayed. and
to obtain this, the type need not be
large enough for poster, nor will you
be compelled to occupy whole page
to accomplish your purpose. But
what you say, have it so placed that
it will "stand OUT" and not be obscur-
ed or overshawdowed by its own word
mess or by your neighbours ADVERTISE
ment. Leave a blank space above
and below your advertisement so that
it will not be crowded; and though
the space that you leave blank will
cost you the same as if you had it
filed, yet it will make your ADVERTISE
ment more attractive, and in that
manner pay YOU for the expense.
Another important point is brepity.
Condense what you want the public to
read in an advertisement until they
can not avoid reading it at glance
for that is what you want--and you
should aseyour skill in placing it as
you want it also, exert your talents
in wording an advertisement, so that,
if possible, your style will be different
from Others. Yet, while you are
doing thiA do not injure what might
be GOOD effect by some buncembe
expression hat will turn the readers
attention finn a good to ludicrous
opinion. With some merchants a
nonsensical advertisement has their
preference, md such advertisements
are read, bul they carry no influence
with them, aid, though read, are soon
forgotten. An advertisement, to be
effective, shoaIa mean business, and a
mere "clap-tap" is not the thing to
make good and lasting impression.
"But what papers shall I advertise
in % will ask the merchant This
question we will answer: That the
class of persons whose trade you wish
to obtain must be looked to. 1t would
be useless for you to advertise grocer
les in dry gods journal, or vice Uersa;
but an advertiser should look to the
character of the paper and its patrons,
and the influence that the paper
affords in tie direction you wish to
reach. In your advertisement you
should always be careful not to over
reach the mark; but what you adver-
tise be careful to substantiate when
customers call upon you, and that the
inducements you held out are fulfilled.
In case you deceive them you get
bad reputation, and all your future
advertising will be looked upon by
them with suspicion. Be careful in
what you say. and say nothing but
what you mean, and customers whs
come on account of the first ADVERTISE
ment, and find all as you represent,
will call again when you announce
bargains, for you have won their con-
fdence.
Rev Norris, of this city, sells on
subscription the book from which the
above sound advice is taken and should