The National tribune., 1885-03-12
VALUE OF ADVERTISING.
Where and How 1t Pays-Power Of Newspaper Ad
yertisiug.

vertisng.
From Some Mistakes of Merchants" BY ". III.
MGher in Chicago Inter Ocean
We have a fair here every Fall; programs
and circulars are printed for it. For two years
] put special ads. il these and watched closely
for results. They are disappointing. i have
tested signs in street-Cars, signs on fences,
circus programs, Opcra-hOuse programs,
guide books maps, and directories, and / have
dropped them all. l was advertising for trade.
! watched keenly to see where the trade came
FROM and invariably my schemes are produc-
tive of disappointment. But every year | use
more space in the weekly papers and monthly
magazines.
The power of newspaper advertising is in its
persistent appearance.
In the first place, the paper has value in
itself, so that people buy it. That which is
bought has value in the eyes of the purchaser.
The paper is bought 10 be read TO while away
an hour of morning or evening The advertise
ments have been bought as well as the stories
and the telegraph matter. But q new adver
tisement has very little more power than a
hand bill, and a band-bil has never any more
power than single insertion of an advertise
ment.
FOLLOW 1T UP.
Ny theory is that the advertisement of new
firm Is read by the majority of people with very
languid interest. But week after week that
firm is sending out new announcements, and
week by week the interest OF the reader is in
creased. In this way the power of the adver
tisement is constantly growing, and sooner or
later it draws the reader to purchase. But more
than this, with the persistent advertiser there
is a cumulative power that wise man takes
into consideration. The advertising that did
year ago is not spent force; it props up the
advertising am doing now, and makes present
advertising all the more valuable.
Some men regularly advertise by spurts.
They give a dash in Spring, another in the Fall,
and then spread themselves for the holidays.
Tom goes in at the season that Dick and Harry
go in, and with about the same display. The
chances are that all three consider advertis-
ing very expensive luxury, but are little
afraid to stay out.
had an idea regarding advertising for holi-
iday trade that put in practice last FALL 1t
was this: The
BEST TIME TO WORK UP THE HOLIDAY TRADE
was early in the Autumn, and advertise so that
while was always leading up to the holiday
business, l would also be helping the regular
Autumn trade / made contracts with the local
papers in August; changed my ads every
week or so; ran special lines in special places,
so / could see which paper was paying best, and
my experiment was success. During Septem-
Der, October, and November | was harping on
my goods, and harping in such a way that /
became identified with my line. drew trade
in those months that paid WELL but when the
general holiday advertising came l was not OBJ
liged to take broadsides to call attention to nv
goods. l had only to change my song little
and show how we'll the goods were fitted for
holiday presents. And the fact that these were
the same goods ] had been working upon all
Fall was an additional reason in purchasers
minds for seeking them. 1t showed that they
were regular ware, and not liable to be marked
with fancy prices for the holidays.
Most advertisers watch general results, and,
if they are satisfactory, govern themselves ac-
cordngly. But it always seemed to be rather
a poor policy to advertise in three papers be-
cause two of them paid you. i want to adver-
tise in three because each of the three pays me,
and / know this, not guess at it. Are two
papers read largely by the same people? Then
/ want but ono Of them. Is one read in bust
ness offices mostly, and is the other the home
paper? Then want the latter. Has one paper
a personal hold on its readers, and the other
simply bought for its news? Then want the
first one.
Having made myself familiar with the apper
and its spirit, try to write ad. that will APP
peal to the special class who read that paper. /
can advertise high priced goods in one paper
and make il pay me, and common goods in an
other and make that pay. But / don't adver-
tise shears in the Stock Breeders Gazette nor
butcher knives i'll HarpeT's Bazaar.