Weekly graphic. [volume] (Kirksville, Adair Co., Missouri) 1880-1949, 1885-01-16
sPEElFgG ApYERTIsING

- ~ - ~ Az A3hs Aps.'t
Taking into account that adver,is-
ing is one of TIE two uicss 9ilncome
Of newspapers and IN many cases the
most important one, we shall from
time TO time make suggestions which
we consider of value TO newspaper
publishers, as well reprint the best
articles which come 10 our attention.
I'he following eairaci from the Ne12
England Gy0;er, under the above title
is suggestive:
Il always make it a point" said a
wide-awake merchant, 10 be specific
and direct IN my advertisements. !
do not generalize, but select the goods
I wish to sell 1t particular time, and
IN a plain, terse manner call public at
lention 10 them. l do not in a gener-
al way advertise my goods, but in a
special way call attention from week
TO week to some special line or de-
Partment, ard when this has been
done | then change to another line
and continue changing from one de.
partmeut TO another until all my stock
has, in direct special manner, been
placed before the public
My experience has convinced Inc
that If advertisers would pay atten-
lion to the advertisements they insert
il the newspapers, charge them of.en,
and keep them fresh and new, II
would pay them better than to let one
run from week 10 week without altera.
ton until Ii becomes stale and unpro-
f,able."
The coed sense of the wide awake
merchant" will be at once realized, il
we consider the fact that the ordinary
advertisements OF local merchants are
very stereoiyped In form, and about
alike. In most cases the dry goods
merchant, for example, simply states
that he has a large stock Of ry
goods, OF, going more into detail, that
he has line Of such kinds Of goods
/ his is not specific enough 20 attract
the buyer to patronize one meIchant
rather Than another. We think thai
country merchants would find it profit
able to initiate the large retail dry.
goods hous, OF New York City. Tnt
examination of one of the issues o
the Sunday Herald, tor instance, vii
show large number Of advertise
ments, many Of column or more il
length, written in running, conversa.
uonal style-about. in fact. as an ssinti
mate friend might take you through HI:
store, making comments as TO styies
prices, amount Of stock, etc. etc. The
result IS, that the advertisements art
interesting even TO those who have NJ
intention Of buying.
The ladies read these advertisements
and by comparing the prices, assert
ments, and styles know just where t'
! 80 to get just what they wisn. Thes'
re published at a great expense t'
the dealers. bur they bring = CORES
pondlngly large return, and are there
lore paying investmenrs- or Ii
there can be no question, as thes,
/ houses continue to advertise weel
after week. which, of course, the,
ou'd not do did they rot find it oro
f'ablc. In no other way is 1t possibl,
for them to reach such large numbe
OF people promptly and in manne
which shall insure the advertisement
being read.
Another style Of advertising ha
been adopted by some films. notice
ably By Rogers, Peet and Co., clolri
ers. 1t consists In making OUTLINE
photo engravings a prominent feature
Of the advertisements, and changing
thesz every day The subjects chosel
for illustration are something pertinen
10 the time or season OF the year
while the text underneath is readabl,
and taking. We should recommerc
hat the publishers observe al sucl
/ tn ngs relative to advertising, lnteres
themselves to talk with their advertis
uents whch shall attract attentiol
and therefore prove profitable. il
ghls way the tie between the pu5lishe
md advertiser will be greatly sireng h
ened.-N J. GGaftf.