The Iola register. [volume] (Iola, Allen County, Kansas) 1875-1902, 1882-03-10
a rallk about ..dvertisi.x..

a Talk about s.dvertixinx.
The public taste this wear. 10 adver
Using, appear to run to local notices, a
least 10 this l"cality. Everybody wh.
has anything he desires to bring to til.
public attention: wants the notice pub
lished in the local columns.
Styles change III advertising ~ they
do in bonnets or dress goods. We are
not sure, however. that dealers who
follow the fashion" in this regard ex
hibit the best Judgment. Perhaps tb.
advice given by q very successful man
might apply in this csse. Said he, "Al
ways buy when everybody else is selling,
md sell when everybody else is buying
In other words. when every body j.
adopting the local notice form If adver
Using, the most prominent advertise
ments are those uot in the local coll
umns.
In our judgment-and We state it AZ
the result Of q somewhat lengthy exper
fence and Ob,ervati 1.-The cheapest xnI
best form Of advertising is that done il.
he regular advertising columns Of r
newspaper. People consult there far
more than persons imagine.
We cav, some time ago. in a paper in
this State, an account Of an advertise
ment that had something Of history
It was that Of u prominent and very suc
cessful merchant in prosperous town.
who had kept the same advertisement III
paper for nearly ten years. He had
removed twice in that time, and tn.
only change ever made in his regular ad
vertisement was that compelled by thes.
changes.
He now and then INDUCED in some
special notices in the local columns, or in
few squares OF extra space in another
portion of the paper. But his regular
advertisement was as immutable rs tn.
rock Of Gibraltar. He bought q COCO
pace, occupied it with card simply an
nouncing his name, business, location
and lines of goods he kept in stock. and
there it stood confronting everybody
who picked up the paper, week aite'
week and year after year. The man n
name, business and location became a.
familiar to the readers of that paper as
thrice told tale" His advertisement,
came, after a while, to have q sort oi
personality about it. Readers of tn.
paper who had never seen the advertise
ment felt acquainted with him, and b.
and by interested in him and his bus
mess, and then they called on him, and
patronized him.
This is one form of the best paying
class Of advertising. Another is to bu,
a certain specified space, and use it to
make known special facts, as the recep
ton of new goods, or reduction Of prices,
nr to advertise line of specialties. or
any facts in connection with the adver
tiser's business in which the public ma!
be interested. This is one of the mos,
valuable forms of advertising, ard it il
steadily growing in favor with intelli.
gent and successful advertisers. II
combines the insistence and persistenc!
of the standing announcement Of name.
business and location, with the an
of things fresh and new.
We do not deprecate the local notice
style. 1t is valuable, and appears to BE-
in peculiar favor. But every
body should not follow the same style.
In q community of red haired men, red
hair would not be conspicuous. An I'D
vertiser wants to attract the public eyes.
He does not do this best by adopting the
style Of other people. He should have q
style Of his own.
The poorest and least valuable form Of
is that done in directories.
guides, charts, and other
of special" and ephemeral pub
locations. This style is absolutely
to the advertiser. Money in
vested in it il money thrown away.
In c0uclusi0n-f0r this article is long.
n than we intended to write-when you
do it in the newspapers, and
no place else. and keep it constantly.
Buy a stipulated space by the year.
This is the cheapest. And then keep it
filed. Keep your name. business and
location before the public constantly.
This is the form of advertising that pays
The best and cost the least-Atchison
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