Evening star. [volume] (Washington, D.C.) 1854-1972, 1889-01-14
POINTER FOR WASHINGTON
The Art Of Extending Business.

As New York is the great center of the fnan-
cial, commercial and manufacturing activities
Of this country, competition in all lines is
naturally the keenest there, and her business
men are therefore obliged to carefully study
and constantly practice all legitimate methods
for establishing, retaining and extending trade.
The shrewdest of them have long since seen
the folly of relying on posters, dodgers,
circulars, and other offensive and perish
able agencies for calling attention to the
attractions they have to offer, and do not
hesitate to depend wholly upon the adver-
| Using columns of reputable and well es-
tablished papers of large circulation as at once
| the cheapest, quickest, most certain and most
acceptable means of reaching the public. This
has long been accepted as settled axiom, in
every department of trade; but lately the more
| intelligent and enterprising dealers have I'M
dertaken to see whether they cannot draw a
distinction between papers of different classes,
and learn whether some cannot be used to
greater advantage and profit than others,-in
other words, whether evening, morning or
a Sunday paper is the best advertising medium.
Upon this point a representative of the New
York Commercial Advertiser recently sought
the opinion of some of the largest dealers and
most liberal advertisers in that city, with the
results noted below:
NJ Bates. the big dry goods merchant, when
asked what his experience in advertising in the
dailies had been, regarding the relative value
of morning, evening, and Sunday papers for
advertising purposes, said: by all odds the
afternoon papers pay the best. Ispend S1.0O0
week in newspaper advertising. Sometimes
/ may use the morning papers, but very rarely.
The Sunday papers do not reach the elite.
ha claSspS
Much, however. depends on the weather on
Monday. The chief objection to placing
advertisements in the morning papers is
that, as a rule, they do not reach the
homes. When they do the female members of
the household can't find time to read them.
They're too busy in the morning with house.
hold cares, getting the children off to school,
and thousand and one other things that all
take time. When evening comes it brings
leisure. Then they glance over the paper. and
naturally it's an evening paper. Women read
advertisements more carefully than men, too,
l think, and that's why I'm great patron of
the evening papers as advertising mediums"
Mr.. Hugh ONeill, of III. O'Neill Il Co., said:
Il have inaugurated a new departure in ad
vertising. / intend hereafter to confine my adj
vertising within the six week days. The Sun
day papers are too crowded to admit of small
card being seen. and have been obliged to use
large displayed advertisements to attract atten-
ton. The paper will get just as much money,
80 Will SpTedu the cost Oh a SUNDAY dUVeTtlSe-
ment through the six weekdays. 1t has been
great disappointment to me to see a rainy
Monday, as it meant that the money expended
in Sunday advertising would not bring the de-
sired returns. The afternoon paper is of great
help to my business. II is the paper taken
home and read by the family. A man buys a
morning paper, carries it to his Office and there
it remains, but does he ever fail to bring home
an evening paper? Never. The first thing
his wife says when he comes in is: Let me
have the Commercial AdUertiSer,' or whatever
paper happens to be her favorite."
Mr.. Campbell, who does all of B. Altman Il
Co.'S advertising said For several years we
have done our advertising through the evening
papers. Our reason is simply that it pays
better in our line of business. OF course,
there are hundred reasons why it pays
better, but there is no need of going into de-
tails when everybody is familiar with them"
Daniel Il Son are not 80 strongly in favor of
Sunday advertising as they once were. They
believe that the immense amount of paper
and ink expended in Sunday advertising is
running it as a means of catching the public
eye. Morning papers are Office papers.
Evening papers home papers," is the way their
advertising manager put it. II mean by that, ~
he added, that few men bring morning
paper home from business nowadays Per-
haps they have paper left at their door every
morning. If so, they pick it up, put it in their
pockets and are off for the cars. They read
the paper on the way down town. but do their
wives, sisters or daughters see it? Hardly.
That's why we prefer to advertise in the even
ing papers"