Telegram-herald., 1891-01-05
A TIgELY TOPIC


taat ~ sn efdi12ry advertisement.
kxen day lake = n<s article, aua treat
it IN bks nlAnusfs and you vii sGoa
ind thai your lsadsfs ulii - town taik.
1t you are . grocer, n voD't 10 a<ses-
sary 70 sAs that soa keep All klnds u
groceries. and ltelal1< them. III so1
are an ordinary dealer, the pataae Know
| HAT wItaout telling. bat slzollid soa
have . pew braad of psckiss that -
especially csslratls, eoafans your sd-
seftis<Hent ~ p4c kies Ter the day.
Ne tfadsssasn need isek for . special
| ". II IL il . good article, Il wlli pay 70
push, and y II sslls. the staples viii sell
with 70.
Let speeialties sell staples always, and
! try 70 take rank among your eompetl-
tors As tae one sno Is the quickest 10
recognize . good thing and the nfss
~ sell q
Don't be clsssed as ssthat funny mer-
chant who still sells the lamp that was
tsst before tue Pittsburgh came out. I
Nobody wants second best goods. No
body reads back numbers. Nobody
cares 10 trade ~ slow stores.
Let your advertising reflect the policy
OF your store. Be leader in all things.
have often been asked what style of
svdsrsIslng consider most Elective for
general mercantile purposes IL y diff
reul- 10 make any one style mt every
case TO equal advantage, ssill there are
40 many features OF desirability IN that,
known of the "wanamsker" style.
that. for those advertisers capable Of
developing It's possibilities l should un-
hesllatlngly commend 1t.
Ii must De borne in mind, however,
that the effectiveness OF this style does
not depend alone upon the SIZE OF the
type used.
The secret of the great success that
has made the Wansmaker advertising
known and admired the world over, is
IN my Judgment, more 10 be- credited to
the superior store policy which is re-
ftected in the advertising, and to the
matchless ability of the writers of the
advertising. Two men have contributed
To this success. 1t was originated by
Mr.. j. 4. Power, some ten years ago.
lie followed this style for about i've
years, when he severed his connection
with the Wanamakere establishment, ard
gentleman by the name OF Gillian
succeeded TO the work. Without doing
MIR. Power any injustice, l think the
present writer, Mr.. Gillian, has deyel-
oped this style TO 3 higher grade of
merit than Mr.. Power did. Mr.. Gillian
has > matches command of language,
is polished writer, and . scholar of no
mean ability. Besides writing readily,
he has the happy faculty of saying ap-
propriate and pleasing things about the
goods. Some of his advertisements are
poems in prose, and one would read
them for pleasure, if not for business
reasons. In season and out of season,
winter and summer, mis- writing is never
prosy, never dull, never without a
sparkle.
The advent of a new advertiser, who
expects to scatter from fifty to one
hundred thousand dollars in the course
Of year, creates quite fiutter in
newspaper circles, even when big ad-
vertisers are not scarce. Rumor has it
that such an event is in store for the
advertising world, and the first guns
will be fired early in the spring. 1t
isn't patent medicine or baking
powder, but something of the most sub
stantial character, and is backed up
with ample cash capital.
1t seems to be pretty we'll developed
fact, that whenever there is demand
for anything, some enterprising party
has the good sense to supply the article.
That outline cuts in advertising are a
success, can no longer be questioned,
and illustrations would doubtless be
more universally used, if advertisers
knew where TO get them at moderate
prices. Within the past year or so
firms, both in New York and Chicago,
have been designing such cuts and sell
ing them at the low price OF one dollar
each. These designs would cost, per-
hsps, $500 TO $500 each if made to
order for the use of one person, but by
sending out sample sheets to a large
number of advertisers, they sell good
many electrotypes of each design,
which enables them to make q fair
profit even at that price.
Those who fancy large advertisements
are OF Tered a suggestion, which has the
the merit OF being practically endorsed
by many of the leading retail merchants
OF the largest cities. Instead of taking
full page for single advertisement,
ii your business lustifes so large 3
space, DIVIDE it up into four or six parts,
and either scatter them through the pa
per, or so arrange them on one page
that they have the appearance of sepa-
rate advertisements. Ineach space adj
vertise n special department or separate
article, and let it appear as though it
was the only advertisement you have
in the ,psper--luIl and complete in it
self. By this method you secure read
able, striking ard neat advertising,
whereas Il you take q whole page for a
single advertisement. YOU are obliged
to use type too large TO be neat, and
often too large to he easily read at
usual distance. Haze you not frequent
ly noticed that, to read some page adj
vertisements. IN which very large, black
wood type was used, IN order TO get the
effect and to read il easily, you have
had to hold the paper at arms length?
Now this ought TO snow you that the
smaller sized advertisements are most
profitable. No one will read page of
small type, and page IS not more
prominent than a quarter page, if right
types are used. Here is hint which
NAV point out q saving OF space, OK If
not saving of space, greater effective
ness OF what Is used.
A. l.. TEELE.
80