Martinsburg herald. [volume] (Martinsburg, W. Va.) 1881-1920, 1888-05-19
A WORD TO ADVERTISERS.

be presumed that men who are max
ing a business of furnishing reliable
advertising mediums, have some
knowledge of this science. 1t is very
doubtful whether a man whose time
is occupied with the various details of
his own business can be thoroughly
posted as to a science requiring so
much attention as that of judicious
advertising, and such person can
certainly not be well informed with.
out giving the subject some attention.
The fact is that many successful men
as well as those who are unsuccessful,
squander thousands of dollars annual
ly rather than to miss an opportunity
that promises TO reach their custom
ers.
ON ADVERTISING AND ITS BENEFITS.
The benefits conferred by and de.
rived from 'judicious advertising
are too well known to the average.
wide-awake man Of business, the man
who has something to sell, and who
wants purchaser for that something.
to require any labored argument in
its behalf. But in this or any other
business matters, there are exceptions
to the rule, and 1t is to the specious
arguments used by these exceptions
we now propose to refer.
Zone trouble with certain class of
what may be called fitful advertisers
those who do not thoroughly under
stand the subjects that immediate
results are too frequently looked for.
A TRUE STORY.
"We remember, several years ago,
building firm in this city made a
contract for yearly advertisement
for ready-made houses. Months clap
sed no answer was received, and the
faith of the firm i'm the value of judi
cious advertising was growing small
by degrees and beautifully less.' 1t
never rains but it pours, however.
When the last months bill was pre-
sented: / have something to show
you,' said the manager. l have just
received an inquiry from Erastus
Corning as to the cost of one hundred
and fifty cottages, as he intends to lay
out a village in New Jersey; and
here is an order for twenty five, re-
ceived direct from Cardiff, Wales, for
use in mining center, both of which
are traceable to the advertisement in
your paper so guess you can keep
it right along.' This is true story,
and it contains moral for the comet
advertiser. ~
ADVERTISE AMONG THOSE WHOM YOU
EXPECT AS YOUR CUSTOMERS.
Still another penny wise and pound
foolish wiseacre says: Your rates
are too high. Why, l can get my ad-
vertisement in one of the daily pa
pers, which has an immense circula-
ton, at the same rates you are asking
me- Well, admit such to be the fact,
what is proven thereby? That the
morning or evening journal with its
immense circ at on'-nineteen-
twentieths of which is among those
who would not read your advertise
nent If inserted, and who would not
be interested in or understand it, if
they dds as good or better me-
dunn to reach the trade as journal
devoted to your special interests, and
which circulates almost exclusively
among the parties whose patronage
you desire? By no means. The
general public may be interested in
knowing where to get cheap pair Of
boots or barrel of -four, but it cares
little about an improved jobber or the
best mitering machine in the mar
ket.' The truth is 'judicious adver-
tising' has been reduced to science,
and in few transactions in life are
business tact and capacity more clear
ly displayed than in the character and
phraseology of the advertisements
published or the mediums selected to
give them publicity.
THE MAN WHO DOES HIS OWN ADvER-
Using
"' Butt says some knowall, II
don't need to advertise. reach my
customers by circular, and that is
sufficient for my purpose. Why, last
month sent out five thousand circu-
lars, and these will last me for a year,
SO you see / have covered the ground
pretty thoroughly and he assumes
an air Of triumph which says, y tell
you, know all about it; my scheme
is worthy OF patent Now, if this
self-satisfied egotist knew the truth,
four thousand nine hundred of these
circulars were consigned to the waste
basket, unopened, and the others used
as pipe or cigar lighter. And when
purchaser makes decision he natur-
ally comes to the conclusion that the
establishment which is afraid TO enter
into advertising competition or allow
the merits of its wares to be placed
side by side with those of its rivals,
must have some good reason for such
action, with the likelihood that the
order goes somewhere else than to
the circular advertiser.
"Judiclous advertising pays. 1t
pays the publisher, and it certainly
pays the advertiser, who should re-
member it is the constant dripping
which wears away the rock. "-Er.