Fort Worth daily gazette. (Fort Worth, Tex.) 1882-1891, 1884-07-25
Advertising.
New York Journalist.

|
In no department of the daily news
paper has more marked improvement
been made during the past few years
IMAM In the advertising columns.
Time was when an advertisement was
SIMPLY business card, and the adver-
Using column was nothing more than
a sort of business directory, with the
disadvantage of only giving the names
, and addresses of those tradesmen who
paid tor the privilege. The fact might
be announced that John Smith sold
shoes, but by no chance did the aiyer-
tisement state what kind of shoes. nm
less the word fine" be &C.
cepted as descriptive adiec-
tive in the case. 1t took advertisers
some time to find out that the
average reader of daily paper would
not read such an announcement
swamped as II usually was, among !
dozens of Others just like it. 1t took
them still longer to see the utter cntili- |
ty of circulars and hand-bills. In fact
there Is u certain class of old fopies
who yet fOndly cling to the circuIsrs
as an advertising medium. That this
class of fools is large can be easily |
proved by the baskets full of circulars |
which are received daily by every bust
ness man, and which are dumped in
10 the waste-basket without ever read |
Ing the headlines. Display advertise
ments with the gigantic made letters
nad hap their day, and now il
brains rather than mapni-
tude which Is making the advertising
Columns of the daily papers readable,
III some cases brighter than the edi- |
Iorial page, The advertisement of to.
aay Tells where certain goods are to be |
mao, at what prices and in fact gives
all the information necessary in an in.
telligent fashion that induces men 70
read some if they do not wish to mr.
chase. Nv"
In the weekly and monthly Journals
the same improvement is noticeable
me advertising pages of such maya.
zines as the Manhattan or the Century
are embellished with cuts of the finest
design and most expensive finish Adj
vertislng has become science, aud
me best thoughts of a great many
oright men are contributing toward
Is daily improvement.
ABOUT Jour years ago Mr.. Chambers
of Rogers. Peet & Co. inaugurated his
system of colloquial advertis ements.
leaded by a well drawn cut, The
dea TOOK at once, and was LARGELY
'opled by rival firms. The novel adj
'ertlsements were read. The general
'ublic. while 1t might have no imn,e-
late desire for clothing, had a curios-
" to see what this enterprisinp firm
ad to say each day. The talks were
ways bright, oftentimes yery witty
M the reader left repaid for perusinp
mem: This was practically the OPEN Z
~ or new era in the science OF adj
sertising. 1t was certainly a new
lea, and In these days new ideas are
OF by any means plentiful. This
rm mas done, perhaps, more than '
ny other Ia the direction of
ldicions and liberal advertising, and
hey are reaping their reward. They
ny ideas literally from any one who .
Us good ones to sell, and they make
6erai use of the ideas when purchased.
hey are only an individual example.
owever, of The truth which was enun, p
ated by Barnum, the great Snowman, u
any years ago. THE judicious use d
printers ink is the great secret of u
lccess." 1t can be safely laid down n
RUE that in these days of universal q
lVeItising the man who dent adver. p
~ either has nothing for sale which q
~ Dear talking about or he is so old Ia
~ -. ~ MS HictuouS III Duht- &C
'ss that he has got SO far behind ID
~ Times that he will never catch up. y,
mere is no surer evidence OF snap aud
lersy IN a business man or firm than
oeral advertising. In the store or
are. rooms Of a large advertiser the g.
irchaser finds the latest styles, the .
st material, the most approved pat ID
rms, The most reliable goods and the
ost advanced business methods. Adj
rIislpg pays, not only in the matter
nI.t,tracting customers, which is the
aim of all advertisements,
Z u enables the reader to see who a,
the really live and energetic men or
any hue OF business, and by keep of
lhem constantly In mind the VI
=. o. the papers can avoid the old a
~ - ~ IT, whose greatest mis-
ried twenty-five years ago. Dead
IN don't advertise. Jo