Fort Worth daily gazette. (Fort Worth, Tex.) 1882-1891, 1890-10-19
HOW TO ADVERTISE.
The Art of Attracting Attention to
Business Announcements.
Why 1t Pays to Advertise IN Live News
papers-Why Some Men FaiI-The
Art of Advertising.
Pittsburgh Leader.


tisements in a daily newspaper" This
question was asked in all seriousness q
few Sundays ago by an attorney in good
practice in this city, as he sat at the
breakfast table opposite his wife. Both
were half hidden behind black and
white cloud of paper, eagerly scanning
the printed columns of the sheets. The
husband had been reading tie latest
| court proceedings, and having finished
| this department turned his attention to
the displayed advertising on the opposite
| page of the paper.
After letting his eyes rove up and
| down the double column announcements
his curiosity tempted him to continue the
investigation, and he industriousiY pur-
| sued the search until all the display and
great many OF the smaller advertise
meuts had passed under his notice He
had been by turns amused, instructed
and edited by what he had seen and
read, and yet as he cast the last sheet on
the floor by his side he was inconsistent
enough to give utterance to the express
sion quoted at the beginning of this arti-
Gle.
The man who deliberately affirms that
he never reads IN advertisement betrays
himself as an ass by mis- own bray. Not
being thoroughly posted he will in due
season purchase haphazard those goods
he requires, and likely as not may get au
inferior article at a high price because of
his boosted ignorance in not reading ad-
refreshments. One must not hide his
light under bushel, and il q merchant
has goods to sell he owes it to himself to
notify his naiuhh0ra off ha fon
haps ne has made a close bargain him.
self, and is enabled to retail his wares at
better figure than any OF his COMPETE
tors. OF course ne is anxious to make
this known, and in what better way can
this be done than through the columns
of wide-awake newspaper? The intel
ligent reader sees the announcement and
avai!s himself or herself of the opportu-
nifty TO save dollar by attending the
sale; but the person who ignores all ad-
vertisement will never profit in this man.
ner, and will invariably pay the highest
market prices for everything.
In no other city does the newspaper
advertiser get so handsome return on
his Investment as in Pittsburg. The rea-
son of this fact is clearly obvious.
Nearly all the large retail stores in this
city are punched in one locality, or at
least are confined within radius of half
a mile. 1t one merchant advertises on
Sunday and his next door ueighbor waits
until Monday, while the man at the lower
end of the block deters his announce
ment yet another dav all three are bound
to profit by the outlay for being in such
close proximity, the customer that Is at
tracted by one advertisement finds 1t
convenient to finish his or her trading in
that neighbor and the other adver-
tisers naturally come in for share of |
the business. |
In these days of scientific advertising, |
when every large store has Its special adj |
vertisiug man, the display columns of |
any newspaper with large circulation |
are we'll worth scanning. No matter |
what prompts the person to read them,
their perusal will more than repay one |
for the time spent, and it is surprising |
what q fund of information one can OBJ |
tain from this source. These announce
ments are not spasmodio utter
ances of an experimental nature,
but the carefully selected sentences
or arrangement of words written
by a man trained for this special pur-
pose, whose skill in this direction
amounts to positive art. The sytem-
aetic, steady advertiser is known by
flow of language peculiar to himself, or
by some original trade mark, that when
1t catches the readers eye intently pro-
duces an impression and proclaim its in
aividuality. II constant dripping will
wear away a stone it is certain constant
will produce an indeli1le i'm
preston on the readers mind, especially
when the advertiser has more than a
'peoious flow of words to attract Gus
Tom. The holely adage that declared,
He who by HIS biz would rise
Must either bust or advertise
was not written simply to gull a mer-
,hant into using printers ink. The
average Pittsburg tradesman is far above
his. He knows that he will get value
'eceived for every dollar he spends in ad-
If it be done judiciously, and his
lin is to adhere as closely to this rule as
possible.
Surprising merchant sets aside S25 900
! year for advertising purposes, it is
'uly reasonable to expect,that he will try
o spend this money so as to bring in the
cry best returns. As good business
nan, he will ignore all politics in placing
lis advertising. but will give to that
PAPER that has the largest circulation and
most enterprise the bulk of bis business,
10 matter If its political faith is diamet-
ically opposite the one he processes.
lie may have a dozen departments in his
tore, and to each one will be charged
Is pro rata of expense for advertising.
1t the end of the fiscal year the mer-
liant may find that on per cent. ex-
for printers ink his store has
o increased its volume of trade that he
eels warranted in doubling the appor-
comment for the succeeding year, and
Re resolves to spend $50 200 in advertise
ng his wares.
Experience has taught the merchant
hat there is but one legitimate mode of
dvertising, and that is through the
oiumns of newspaper. BY legitimate
J meant honest or regular, for irregular
dvertising is productive, as every
radesnau who has tried it will attest.
'akirs are not SO plentiful in city like
'ittsburg as in the provincial towns,
there merchants are more easily en-
nared into advertising in chart
chsmes, clock decorations, blot ting pad
illusions, hotel register frauds and the
thousand and one absurd contrivances
y which the peripatetic fakir seeks to l
elnde the business men Of the country.
How many professional men into whose
NICE the fakir injects printed sheet Of {
lotting paper, neatly Enclosed in !
Int - u