The sun., 1890-01-26
ADVERTISING SCIENCE.
Newspapers arc the Only SatiHfactory Me-
dium, nu Expert says.


| Newspaper arc the Only Satisfactory NE.
dium, nn Expert says.
Nobody has tried more different kinds
OF advertising than We have" said Mr. Cham
bers, OF the firm OF Rogers Feet & Co.. a few
days ago. "or tried the different kinds more
thoroughly. but we have settled down now to
regular newspaper advertising. and beliove
that for a permanent business, that alone pays
We were tho first to use the sails OF vessels in
tho harbor as an advertising medium. Then
We got un the alphabet nuzzlo and gave away
half Il million puzzles while the crazo lasted.
Afterward we invented tho Waterbury watch
idea. We had to do something because three
OF our principal competitors had failed and
their stocks wore being sold for next TO noth-
ing by assiGnees, so we decided to give Wa
teSbury watch with every twelve dollars worth
OF goods purchased. We advertised the watches
wound and set To wind them fast enough
we had to RIG UP little machine work ed like a
sewing machine that would do the winding,
and We kept several boys at work winding and
sotting them. Before we quit we had given
away forty thousand OF the watches.
But nothing ever pays US like the ordinary
newspaper advertising. Tho fact is there has
come to be In this city class OF advertise
ment readers, Just as there is OF news readers.
They read the advertisements every day. and.
Of course. the man who wants TO attract them
has to got up an advertisement that will do it
The day OF standing advertisements in the
paper. Go to So-and- Sos for clothing or Go
to This and That 8 for shoes has passed. just rs
the day for painting signs on rocks and fences
or on the sails Of boats has passed. You must
have something interesting and frosh every
day In the advertisement and it will be read
We have proof Of this all the time in our busi-
ness. for an advertisement OF any certain thing
is suro to bring throngs OF people into the
stores inquiring for 1t noxt day. BY the num-
Der OF such inquiries we rate the success or
failure Of an advertisement. ] can guarantee
to bring thousand people to our stores any
day by the insertion OF an advertisement OF
some specially in the morning papers.
I'VE were the first firm to Introduce the use
Of outline cuts In newspapers. An Englishman
who had done caricaturinR on the other side.
offhand sketches as q part OF the entertain
ment Of a show OF some sort. and had
come to this country. first brought the matter
to our attention. and we tried q few Of the cuts
as an experiment They succeeded so we'll
that We made them q regular feature. After
q while the papers themselves caught onto the
outline idea and now that Is almost the only
style OF newspaper illustration used. while
ago we concluded to try the experiment OF
dropping the outs. They are expensive. be-
cause. besides the cost Of them. the papers
charge double rates for the space they occupy.
1t has been poor economy. however Tho cuts
were worth much more than they cost as an
advertisement and We shall 90 back to them.
Another thing about advertising OF late
years Is the gradual increase in the truthful
ness Of 1t. People are learning that 1t doesn't
pay to lie In an advertisement any better than
1t does anywhere else. The theory that : a
suckers born every minute and he's Just as
likely to come in here as anywhere else.' won't
do for n permanent thing. think that there
has been noticeable improvement In this re-
spect lately, and that business men are rapidly
learning that honesty is the best policy In an
advertisement as well as outside Of it.
A curious thing is tho difference there is
between advertising for women and for men.
For man an advertisement must be short |
and to the point. 1t ought to treat OF but one |
subject and TO be written as tersely as possible.
Men road advertisements on the jump; they |
never deliberately sit down to go through the |
advertisements in paper. For the women. on |
the contrary. you can put In as much detail as |
you please; once q woman Is attracted to an |
advertisement she will reud 1t all through no |
matter how long 1t Is or how fine the type is. |
Then there 10 no use putting an advertise
ment for man in Sunday paper II you
make 1t big enough to be seen in ono OF those
enormous sheets it will be too long to be read
by man. An ordinary advertisement such as
would attract him in week day paper Is buried
in the great Sunday editions But you can take
n page on Sunday and be certain that the
women will look for 1t and read 1t all through
carefully. Thousands Of them buy the papers,
and especially the Sunday papers. for no other
thing than to read tho advertisements. The
big dry goods houses know that. and that is
why they all use the Sunday papers 30 freely"