Semi-weekly south Kentuckian. [volume] (Hopkinsville, Ky.) 1883-1889, 1888-10-12
POOR ADVERTISING.
Some Facts And Figures Fer The
Study Of Fogies Who Spend
Their Money on Circulars.
From the Philadelphia Times

rms ls the season OF tne year Wne1
the grandson of his grandfather, and
fOgy business men generally, waste
thousands of dollars by waste basket
advertising. They seldom advertise
in newspapers, which now go into
every family, and are accepted by all
as the legitimate medium for trade to
reach the people. They don't advsr-
tise because their grandfathers didn't
do it. obviously forgetful of the fact
that their grandfathers had no news
papers or general circulation through
which to reach the public. a few of
them now and then venture in news
paper advertising, and, true TO their
grandfathers' ideas, they hunt for
what they suppose TO be cheap adver-
Using and they end in paying half as
much for au advertisement that reach
es few thousands as it would cost TO
reach ten tipes as many of a much
more thrifty class.
The stronghold of the grandson of
his grandfather in advertising, or
what he supposes TO lac advertising,
is for the waste-basket. He gets up
50O0,or 10000, or 10000 circulars,
such as his grandfathers got up when
circulars were a necessity, in the alb
sence of generally circulating news
papers; he gets them printed accord
ing to his fancy he puts them in en-
velopes stamps them with single
stamp, which requires them 10 go out
unsealed he sends them TO the post
Office, whence they are delivered from
house 20 house, only to be throw into
the waste-basket by the servants.
The open circular is known to be an
advertisement and from fogy dealer,
and they go their way into the waste
basket in nineteen houses out oftwen-
ty without even attracting the Gu
riosity Of the servant. TheseEcircu-
lars, if of the cheapest kind, cost, in
Guiding postage, printing, and envel-
opes, $l.50 for 100, SIS for 1000, $50
for 10000 or $500 for 10000, and not
one in fifty is ever read or even
seen by the customers they are cX-
pected to reach. The grandson of his
grandfather doesn't seem to know |
$3.50, the cost of 10000 of the cheap
circulars, which are seldom opened |
and never read, would place nearly a |
column advertisement in the three |
most widely circulated papers in
Philadelphia, where It would reach |
more than quarter million bona tide |
subscribers or purchasers, and where
ii would be likely to be seen by full !
million readers. 1t is thus that the
grandson of his grandfather wastes
his money in waste basket advertis
ing.
Then there is another class of bust
ness grandsons of their grandfathers.
They are progressive; they mean to
advertise by circulars to attract at
tontion and they get up a pretty cir
cular, seal it in an envelope, mail it,
and congratulate themselves that
they have made grand stroke of
business progress. And how does
their account stand? Their circulars,
including postage, printing and en-
velopes, cost cents each, SO for 100, |
$50 for 1000, $500 for 10000 and 5000
for 10000. The $500 paid for the TO-.
COO sealed circulars, most of which
are pitched into the waste basket as
toon as opened, would pay for a col
umn advertisement in every morning |
newspaper published in Philadelphia,
whereby over 100000 subscribers and |
purchasers would be reached, and |
nearly million and half readers
secured and taking 5000, the cost of
10000 sealed circulars, which seek |
the waste basket, a column advertise
ment could be put in every newspa-
per in Philadelphia, morning aud ev-
rning, at the highest rate and in the
best position which would practically |
reach every home in Philadelphia and
most Of the surrounding country from
which trade is drawn to our city, and
two, three or more of these papers
would often go into the same family.
Such is the practical business sagac-
ity of the more liberal grandson of
his grandfather.
We leave out Of the calculation the
yet more liberal and progressive
grandson of his grandfather, who
gets up costly circulars, costing him
from IS to $40 per 100, $50 TO 800 per
] 900 $500 10 1000 per 10000, which
~ W llhlittu CliCICs, anu nSUHlty
share the fate Of their cheaper breth-
rem 10y landing in the waste basket.
They expend as much to reach LEGO
people, who are not reached at all,
except 10 accumulate their waste pa
per, as would bring their business
prominently before every customer OF
avery class within the range of Phila-
lelphia trade; but the grandson of
his grandfather will be the grandson
If his grandfather to the end,
and he will waste hundreds of
thousands in waste basket adver-
Using, and wonder why others thrive
N business while his trade Is dying
lut Of the dry rot. The fugy who
loes not advertise at all is wi-er than
he grandson of his grandfather who
links because circulars had to take
he place of newspapers half centu-
" or more ago, they must do so still /:
mt the intelligent, practical, progress {
i've business man who didn't happen
o have.a grandfathertoo narrow and
RIB his ideas Of business, takes the
asily cheaper and better columns OF
generally circulated newspapers 10
onfer with the public and he grows
n business and prosperity because he
huns wasto-basket advertising as the I
lost idiotic waste Of money. Stop 6
'aste-basket advertising, IL doesn't {