The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1886-06-21
THE VALUE OF ADVERTISING.
A Minister Who Has the Right Idea, bn'
Takes a Wrong Method of Making 1t Known.

A Minister Who Has the Right Idea, but
Takes a Wrong Method of Making 1t Known.
New York Sun.
The Rev. Mr.. ;,cudder preached at Jersey City,
on Sunday, from the text that the children of
this world and in this generation are wiser than
the children of light, the truth of which saying
or Scripture. he thought, was now strikinglv ex-
empli6ed in the better understanding by world
l'ngs of the advantages of advertising
He would have the church take a lesson from
the men IF business, and be vigorous in adverts-
ing the Lords work. SO that the things of heaven
should be brought before the public as promi-
nently as the things of this world. Accordingly.
he suggested ''the distribution of relig-
cry house in the city in order that
people might be brought into the fold. "
But that is very expensive and compare
lively ineffective method of advertising Nor
is it at all new. For generations religious
tracts have been distributed from house to
house by pious people, who have also stood at
street corners handing them to such passers by
as would take the gift; and yet the impression
produced has been trifling so far as the awaken
ing of an interest in religion is concerned. The
religion among the fiippant and impious, and to
lead others to regard the tract-distributors as
busy bodies, or as simple and rather silly men
and women, who did religion more harm than
good.
But they are not more foolish than the7men
who think to advertise their worldly business to
advantage by adopting all sorts of odd devices
which attract attention merely Walking ad-
vertisements are sent through the streets in fan
tastic costumes Carts are fitted up with faring
transparencies. Dead walls are covered with
multi-colored signs and announcements. Stere-
opticons are put into use at night Lirho-
graphs of women in scanty apparel and ques-
tionable attitudes hung up in the
windows of shops. Street and elevated car
panels are filled with trade announcements.
Boys and men stand along the street handing
out bills which are at once dropped to the pave
ment. Every householder is bored and irritated
by the receipt of great numbers of circulars,
many OF which are produced at large cost. And
in endless ways thousands of advertisers are
spending their money without getting any ade-
quate return for it. They do not understand
that 1t Is not enough to advertise, but that they
must so advertise as to command respect for
their business and to secure serious attention to
what they offer.
The best place for an advertisement is in a
newspaper OF large circulation, and of character
and Influence; and nine tenths of the money
spent otherwise for advertising is wasted
whether it is put In handbils. in Autographs, or
In circulars The public read the newspaper,
and important part of its news is 1t adver tise
ments. Almost invariably they throw away un.
read the handbills and circulars.
Therefore, if Mr. Scudder wishes to advertise
the Lords work. we advise him to let circulars
alone and use the newspapers soley. But al
ready every good newspaper advertises that
work of its own motion and because it labors on
the Lords side.