Daily globe., 1883-05-13
TIE SCIENCE OF ADTERrls lsryG.

TIE SCIENCE OF ADVERTISING.
One OF the leading merchants Of Gin.
c5nnati delivered an address to an asso-
latlon OF business men of that CITY. the
heme OF which was the science of ad-
Vertising. Some of the suggestions, ae.
veloped from long and successful OK
perience, are worthy attention from alI
business men, and We give space TO
them. He says:
1t is said to be a constant surprise to
publishers that men of good business
ability and habits, who regularly spenl
large sums OF money in the newspapt Is.
give the subject SO little thought and at
tention, It is not at all uncommon for.
a concern whose business in other re-
spects is carefully taken care of, with a
watchful economy practiced in allits de-
partments, almostneglectingits great ox-
pense in newspaper advertising, giving,
it only hurried and careless attention, or
handing it over to some young clerk, al
most any one being thought good enough
to take control of perhaps one Of the
largest expenses the house is sub
iected to. Such negligence must neces-
sarily entail great loss. Every dollar
should be so laid out as to insure, ct
least, fair 100 cents worth of publicity,
and to the end three points should be
especially considered:
Fnst-The nature of the thing ad.
vertised.
"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 oc-
cupies in the newspaper. It 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 conspicuity on the page.
GA further subject worthy of CON-
ment is the wording of your advertise
ment. AS advertising costs money, it is
important 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. be-
ieve there are men in almost every
community, if they could only be sought
out and their best endeavors obtained,
who could take a given sum of money
and so iudiciously expend it as to pro-
duce almost startling results. Where
as, the same amount, expended after
the plan frequently pursued by the
average merchant or manufacturer,
might not produce any perceptible re-
suit whatever.
Touching the subject as to what l
know absolutely as to the results OBJ
tanned from any special advertisement in
any particular direction, in my own bust
ness, can say very little, and upon in
quiry among the largest and most sue
cessful advertisers with whom I have
talked get but little information on this
point, particularizing special mediums
or plans. They all unite, however, in
eulogizing the general result, but say it
is impossible to specify. Agreeing upon
:he important principles I have given
you, the general experience testifes to.
the value of newspaper advertising as an
enterprise. They acknowledge the re-
suits to be good, sometimes long de-
ferred-as cases are recorded in which
vast profits have accrued, and were di-
rectly traceable to advertising, years
after the announcement appeared; but
as general thing, the good effect is re-
allied almost immediately"
This merchants experience is in har-
mony with that of every one who has
made the subject of advertising anything
of study; it is, that newspaper adver-
tising is the only kind that promises GER
tain and satisfactory returns. The sug-
gestions as to the study of advertising
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 purchas-
ing of the kind and quality of supplies
for their trade.
SHE THOUGHT THE DOCTOR OUGHT
TO KNOW.