Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1890-02-19
ADVERTISING SCIENCE.
AN EXPERT GIVES HIS OPINION
UPON THE SUBJECT.
He says Newspaper Are the Only satis-
factory Medium-Ciaims to Have Orisi-
mated Several styles II Advertising
which Had Big RUM

mated Several Styles If Advertising
which Had Big Rum.
Nobody has tried more different kinds
OF advertising than We have" said
member Of well known clothing firm,
few days ago. ''or tried the different
kinds more thoroughly. but we have set
tied down now to regular newspaper
advertising, and believe that. for a per-
manent business, that alone pays. We
were the first to use the sails OF vessels
in the harbor as an advertising medium.
Then we got up the alphabet puzzle,
and gave away half a million puzzles
while the craze lasted. Afterward we
invented the Waterbury watch idea.
We had to do something, because three
OF our principal competitors had failed,
and their stocks were being sold for next
to nothing by assignees, SO we decided
to give a Waterbury watch with every
twelve dollars worth Of goods pur-
chased We advertised the watches
wound and set To wind them fast
enough we had TO rig up little machine,
worked like sewing machine, that
would do the winding. and we kept sew
eral boys at work winding and setting
them. Before we quit we had given
away tprty thousand Of the watched
NEWSPAPER ADS"
But nothing ever pays US like the or
binary newspaper advertising. The fact
is. there has come to be in this city a
class Of advertisement readers, lust as
there is Of news readers. They read the
advertisements every day, and. of course.
the man who wants to attract them has
to get up an advertisement that will do
it, The day Of standing advertisements
in tine paper. Go to So and-So's for cloth
ing. or Go TO This-and- That's for shoes
has passed. just as the day for painting
signs on ucks and fences or on the sails
Of boats has passed. You must have
something interesting and fresh every
day in the advertisement, and it will be
read We have proof of this all the time
in our business, for an advertisement OF
any certain thing is sure to bring throngs
of people into the stores inquiring for it
uext day BY the number Of such in
quiries 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
We were the trst firm to Introduce
the use Of outline cuts in newspapers.
An EuElishman who had done caricatur-
ing on the other side. offhand sketches
as part OF the entertainment Of show
OF some sort and had come to this
country. first brought the matter to our
attention. and we tried few of the cuts
"a an experiment. They succeeded SO
well that We made them regular feat
ure, After while the papers them
selves 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 cuts. They are expen-
sive, because besides the cost of them
the papers charge double rates for the
space they occupy. 1t has been poor
economy, however The cuts were worth
much more than they cost az an adver-
tisement, ard We shall go back to them.
MUST BE TRUTHFUL.
Another thing about advertising Of
late years is the gradual increase in the
truthfulness of it. People are learning
that 1t doesn't pay to lie in an advertise
ment any better than it does anywhere
else. Tile theory that "a suckers born
every minute and he's just as likely to
come in here as anywhere else won't do
for a permanent thing. think that there
has been a noticeable improvement in
this respect 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 the difference there
is between advertising for women ant
for men. For man an advertisement
must be short and to the point. 1t ought