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

One of the most trying of the
many problems with which bust
ness man meets, is that of advertis-
ing. In what channels, and to
what extent is it profitable to
advertise? and also, what kind Of
| advertisement should he adopt
1t is certainly necessary for mer-
chant to bring his business before
the public, and, as far as possible,
to let the people know that he has
something that will be to their
advantage to call and inspect. But
how to do it is the question. One
way is to advertise in the leading
papers; another is that of mailing
circulars directly to the individuals
whom the merchant desires to reach !;
and still another way, by posters
and hand-bills. And old advertise
says:
" 'How to advertise has worried
many man who desired to try his
fortune in the newspapers. It is a
matter in which it is not easy to
give rules which would apply to all
cases. But it's features may be
considered as they come to the sur
face, while now and then we are
sure to find a style which may at
least be marked down as one to be
avoided"
There are many ways in which to
advertise, and Ger tain styles of ad-
vertising are doubtless more effective
than others. Much depends upon
the article itself and the class to
whom it is to be offered. These
considerations alone will often decide
the style of an advertisement. Some
firms, however, adopt and retain a
certain manner of writing an adver-
tisement, no matter of what nature
the article may be, or the class for
which it is intended. Perhaps, Of
the two styles of wording, the light
and the 'dignifed," the latter will
hold it's own for longer time,
while it will certainly appeal to
higher class, though, perhaps, not
so large a class of people. In the
long run, and for an article intend
ed to be advertised for a length of
time, it is not unlikely that dignity
will tell to the best advantage.
People are more likely to approve
it on "the sober second thought. :"
Almost every advertiser has his
theory about the proper season for
advertising. Some say that there
is no use of trying to force trade
when it is dull; others say that
trade is good enough at certain sea-
sons, and they only want more trade
in such and such months, hence
they advertise at that time only.
Some regard must be paid to season,
without doubt, and advertisement
should be so worded as to be sea-
sonabie; but people read the news
papers about as much at one time
as another, and if at certain periods
an advertisement is not likely to be
quite SO productive, that fact keeps
competing advertisements out of the
newspaper colomns, and consequent
ly gives the whole field to the man
who DOES advertise at that time,
thus making the dull season in truth
a season of plenty. We could not
recommend druggist to advertise
"Ice-Cold Soda" in January, nor
"Arctic Overshoes" for the retail
trade to be pushed with much
energy in June; but, outside of a
few articles which have their season,
it is admitted by the best advertisers
that the best time to advertise is
ALL THE TIME.
Advertising, to be of service,
must be kept up. Spasmodic adj
vertising will not pay as well, even
though the amount expended by the
advertiser be the same, as a eontin-
uous one, and a merchant who wants
to keep himself before the people,
must keep his sign up, or else, when
he takes it down, rival merchants
will take advantage of his lack of
enterprise and silence, and draw
attention to themselves BY putting
up their sign.
Some men, at long intervals, are