Evening star. [volume] (Washington, D.C.) 1854-1972, 1889-02-25
Secret Of Success in Advertising

ScCTcC OI success In AOVeTt161UO.
From the East Sussex News
The value Of an advertisement is in exact
proportion to the influence 1t exercises upon
those who are thereby induced to purchase the
articles to which it draws attention. For local
purposes newspapers circulating extensively
among good class Of readers residing within
easy distance Of the advertiser should always
be chosen. Ii the subject matter ia of general
interest, then the more widely circulated and
more expensive mediums should be selected
The important thing is to ascertain what papers
are read and likely to secure the object the
advertiser has In view. There are few simple
rules by which the veriest amateur may arrive
at fairly correct judgment for himself It is
pretty clear that the proprietor of every news
paper knows the value Of his own
columns, and frames the charges &C
cordingly. 1t is also well understood
! that in these days nearly every newspaper Is
sold to the agents at just about the price the
imprinted paper costs. Hence all the working
| expenses and the profit have to come out of the
money received for advertisements. To pro-
duce paper cheaply it must be starved. It
will not bear the cost of an army Of reporters
and correspondents with their attendant ex-
| penses, not only for salaries but the cost of
kilograms and other charges for transmission.
which soon run into big figures. The papers
that are bought to be read are those which have
something fresh in them to read All papers
having ready sale have no difficulty in get
| ting advertisements at q fair price, and adver-
tisers should studiously avoid the "cheap man. :,
True in this, as in every other walk of life,
"cheap and nasty" Papers that insert an
nouncements in big type like small posting
| bills or hideous blocks which it is frequently
difficult to know what they are intended to
mean, carry with them their own condemna-
ton. The proprietors are willing to insert any,
thing at any price, if they can only save expense
in production, by filing up given space in the
sheet which they send forth as a newspaper
| Look at the leading papers in London and
the important towns Of England. Do we find
| there that one advertiser is allowed to try to
''kill' the other by having the ugliest contri-
| vance to attract attention? Certainly not All
is neat and orderly, and then the advertise
ments are read In the other case, even when
such motives are observed, they are invariably
| passed over in disgust. A simple way to esti-
mate the value of an advertisement is to i'm
| agine pile of paper with an announcement
printed on it. Cut this identical advertisement
out Of the entire heap and calculate what IL
would cost to produce q similar number of pub
| lie notices In any other way? And it is also TO
be remembered that there is no further charge
| for distribution. OF course, in paper print
ing only q few hundreds the value is compare
lively trifing but where the circulation num-
bers many thousands ct each issue, the adver-
ttser has no cheaper or better means whereby
he can make himself and his wares known. But
II he wishes really to attain the object in view.
| he will only patronize thoroughly good. well,
printed and extensively-read Journals. s.The
best is the cheapest" undoubtedly.