The Monitor., 1885-06-26
ADVERTISING SCHEMES.


Fortunes are Made and Others Are
Lost by the Use OF Printers Ink.
Talking about advertising, it's one of
the most contradictory things that busi-
ness man can run across, and We nearly
got bald trying to theorizc it. You can't
7 theorize it. There are certain broad lines
which can be laid down, ofcourse, but out
side Of them, it's actual experience only
/ that counts. It's easy enough to tell which
papers to patronize, but man who knows
how to fill the space you buy so as to draw
/ is good for from 81, 900 to $1,000 a year.
/ ! know half dozen men in town who get
more than the former figure, and one who
is said to get the latter from Woodward
avenue clothing house..
The speaker, says the Detroit News.
was member Of firm winch has proba-
bly, covered as much territory with its ad
vertisements as any house in Detroit, and
whose new spaper bills in flush times az
gregate s100. GOO annually
Il don't wonder. he continued, ''at the
ignorance of The average small advertiser.
but do in the same falling in men who
spend far more than myself It's upon both
Of these classes that the innumerable adver
tsing schemes which food the country
flourish Take railroad advertising, for
example That's almost worthless. Yet
YOU can't 90 into depot without seeing
the walls crowded with framed cards, for
hanging which exorbitant prices are
charged. aud at which nobody looks. The
sheets given out on railroads are about the
same value as an advertising medium.
They are rarely put out, and when they are
people with money won't look at them.
Canyassers for ads on bills Of fare show
gnides, city guides, railroad guides, and
dozen other snaps, poster the advertiser
and keep his money ont of the only paving
mediums-tIIe newspapers.
In the way of snaps the best swindle
age by plausibly talking, hook-nosed
man He had big thermometer, which
he proposed to hang in a frame opposite
the city hail. His money would come from
He worked the same game in Windsor. and
thea skipped with his Thermometer. leaving
a glazed frame worth about So as 4 me-
mento OF his visit.
Advertising, to be any good, must be
kept up. A patent medicine firm here
few years ago cleared $50. 600 annually, and
invested as much in advertising. A new
man bought ii out who imagined that he
could go on selling as much without spend
ing any money. In two years he failed
On the other hand you can advertise too
much A big patent medicine business was
started two years ago in Toronto which
went in on most ridiculous scale-whole
and haIf-page ads all the time in the lead
ing papers. Ii sank $3.50, 900 and then
petered out A big Rochester On. y
medicine man. who is now the richest ID
the country, is said to have dropped ST.
800 900 before he got back his money, but
he was a millionaire, and an old advertiser.
and expected to, as he covered the whole
continent at once. A leading Detroit firm,
which recently failed, was also a great adj
vertising concern, though without the least
system or gumption. You'd find page
sad in a backwoods journal, offering for
sale things never used out of a large town.
and it was regular bonanza for the men
who engineered the snap have spoken of.
The best advertisers aren't always the
largest The best advertisers are those who
work scientifically and put the matter
where it can be seen and appreciated. adj
vertise in the blanket sheets because ! can
being buried up to your neck; but you
don't see me in any twenty four or forty
eieht-page editions. Not much Money
is too hard TO get to be thrown away in
hot -, rl.a -