Evening star. [volume] (Washington, D.C.) 1854-1972, 1888-05-22
The sphere Of the Advertiser.

FROM the ST. LOUIS GloDe Democrat
There was time In the history Of newspapers
when advertisements were very monotonous read.
ing, and people skipped them quite as a matter OF
course But that time has gone by, never to return
The advertiser has been studying the philosophy
Of his business in recent years, and the result is
that he has evolved certain rules and methods
which are peculiarly admirable and effective. He
Is no longer content with the old standing ADJ
thar:used TO do duty for weeks,or months without
change and that was paid for as a sort Of charity
rather than as commercial investment. 1t has
come 10 pass that he insists upon making new
procamaions every day. as fresh as the latest tel
egraphic news; and the money necessary to secure
prominent position therefor is disbursed in lib
eral ana cheerful manner. He would take the
whole paper II he could get It, so anxious is he to
be heard and so willing is he to buy the privilege
OF talking about his wares His sphere is one that
crat OF literary taste and style. 1t may be said
that his egotfsm occasionally goes beyond the
limits ooeyed oy the best authors but then he
ingly that 1t is easy to pardon him.
ssThe railroad companies were foremost in the
discovery OF the real advantages OF advertising,
and In the adoption OF proper means to make It
profitable. They originated what may be called
the advertisers system OF speech as distinguished
from the systems by which other classes OF writers
seek to interest and impress the reading public.
Every railroad company OF any importance now
has Its literary bureau, and does its advertising
the rest OF its affairs. The same Is to be SAID OF
majority OF the large mercantile and manufactur-
Ing nrnS ana corporations OF the country; and the
time Is coming when all such institutions will
have capable men employed expressly for
service OF that kind. When the fact is
considered that the large sum OF $25, 100000 was
expended last year for newspaper advertising in
the United states one may readily understand not
only how highly 1t Is esteemed as a source OF bus-
ness profit, but also how eager advertisers must be
TO excel one another in an art that implies con-
slant literary competition. Its not sufficient any
more 10 say that prices have been reduced and
bargains are to be had at a gwen establishment;
the Inducements count for nothing unless they are
set forth in attractive and ingenious terms. The
customers will not be wooed In the Old, dull, un-
daring fashion. IL Is necessary to appeal TO them
with u certain degree or novelty and dexterity or
they can not be won, and the goods Will remain
upon the shelves though marked down to cost.
glance at any favorite and widely circulated
newspaper like the Globe Democrat Will show that
the advertiser appreciates this fact and is guided
by IL as by an explicit and infiexible law He
writes with definite purpose, and under stress OF
direct pecun1ary SOcitude. His messages are
worthless If they do not compel attention and
bring him patrons. SO he strives to clOthe them In
language that Will please and influence the aver
age buyer, and 1t must be admitted that his sue
II happens that his portion or the paper Is often
more agreeable than any other, Notwithstanding
the fact that is quite scOrnful OF those topics Of
political, scientific and moral purport to which we
are accustomed TO attach SO much Importance
His sphere does not strictly entltle him TO any OF
the honorS OF authorship; and yet good many
authors might learn valuable lessons or force and
precision from his Efforts. We are not sure, In
for the secret OF energetic and popular writing will
be more likely 10 ind 1t In the newspaper adver-
tisements OF the day than In any book which he
may consult. IL Is there, at least that the value
OF words Is measured with close reference TO prac-
tical results; and II the example is sometimes
wanting In exact Obedience to the established ca
mons OF art, 1t rarely fails TO reach the point at
which 1t Is aimed-and is not that after all. the
true test OF literary excellencei