The Hawaiian gazette., 1891-08-25
ADVERTISING"
Notes br 4 Store Crank.

see the necessity Of keeping himself and
his goods constantly before the people.
The question then becomes Of paramount
importance how best TO do this, ana
what methods viii secure the best ne
suits. In the case Of some city retail
merchants money spent in newspaper
advertising is 50 much money wasted,
for As rule their trade is confined TO
certain prsscribed limit. The better
advertisement then for our city brother
viii be in the arrangement and attrae-
tiveness az his stock, jUdicious window
dlsplays and complete mastery OF details
or service. 1t has long been the custom
ot civ grocers TO make elaborate side
walk displays q green vegetables, fruits,
etc, and % use novel bulletin boards -
attract the p2SSerS by. These should De
ever varied. No Ste7eOtyped arrange
ment viii suffice; bGt the store front
and interior should undergo kS.eide-
scoric changes, which will no; oaly at
trsc: but cal forth the comments Of the
customer and pasSer by. In displays
fer the window do not depend SO much
on variety as novelty. Ii Is not the
multitude Cf SrticleS which attract atien-
ton, bus the ability on your part 70 50
uiace vou- products on exhibition that
they ever seem new The merchants N
Inland cities ranging N population from
1000 70 5000 viii ind their iocSl
6aiieS valuable means Of calling atten-
ton 20 their various lines Of goods, TIE
daily Papers II cities Of tins size are
taken hv representatives q al the i2nl-
lies in the city where published, Is they
al make 5 specially Of local events, III
which the entire population sre inter
eSt-G. so IL does nos take ? very aStute
mind to discern the fact that they De-
come valuable means Of communication
10 reach the masses. The standing sd
refreshments in some OF our country
daiIisS seem 70 me 20 be utterly worth
less, ior they only deal IN generaiitleS
aud call attention 70 nothing speclnc.
I Very lew merchants understand the art
(ior such il is OF newspaper advertising.
Thev seem 10 think if they p2tronlzs the
home paper bv having standing " ad.
Of a third column, changing the same
1 once in six months, il will answer the
I purpose. Ii viii answer the purpose OF
the publisher. for he sets the matter up
bns once ana al further expense in that
direction Is saved. But for the mer-
chant i Is worthless
For : daily newspaper - ad" would
suggest IS follows: Select = prominent
place on the local page. Ret&in that
Mace for the wear; change the entire
{ - 10 81 :
week 3. least. Let the season Of the
wear govern you IS 10 the subject matter
Of the sd f." Christmas. New Years,
Thanksgiving, Easter, Lent, picnic seS-
son. spring, summer, autumn and winter
viii awaken = call for certain articles,
and your notice 10 the public should be
n regard 10 the specislities likely to be
called Tor st these special times end
seasons. Let some portion OF the sdver-
tisement De striking, 50 as TO readily
attract attention. Use cuts sparingly,
but when you do use them make them
effective. The firm name have in pro-
minent letters and never change the
character OF it. The eye OF the reader
will "cstch on after q lew weeks, 10
YOUR appeal and impsIcepjibly he will
notice 1t Keek sitter v eek because Gifts d.
versity. Use soaps one week SIS subject,
tess and coffees another, another dairy
products; another fresh fruits, canned
goods, f2rin2ceous goods, salt meats and
fish, and scores of other goods which
particular seasons demand special atten-
ton given 70. In introducing entirely
new lines Of goods, insist upon the par
ties who desire you % place them bear
ing some portion Of the expense Of calling
the trades attention 10 them Where
the city authorities do not prohibit, have
bulletin hoard shaped ike an inverted
Y for sidewalk use, which change every
day, calling attention 70 some one article;
use white and colOred crayons for this
purpose 4 mai ed circular gotten up in
letter form and sent by mail 10 each Of
YOUR customers, viii wOTz well. Do this
say twice , year, and give 3 general re-
sumo Of what you expect TO DO during
the approaching season, calling at,en-
ton 70 such speeialities g you fancy
would De appreciated By this method
you vii lead your trade, and you viii be
surprised how rapidly you can accustom
them 70 the use OF superior goods which
vii surely please them and return you
greater source OF revenue, because your
competition viii be light. Use banners
and pictures freely, ont only such as are
Of high artistic order. Do not I'll up
your store with cheap Autographs, or
advertising matter that may be in the
least indicate. Allow nothing displayed
with Your goods that you could not with
prOpriety allow in your house. Use
anything and everything that is legiti-
mate, and which will keep Your business
before the public.
The following contrast in rhyme, taken
from late copy Of Printers Ink, seems
TO be appropriate to close this article:
TO STOKES.
A handsome place, and in busy street;
4 store filed I'D with well-selected stock;
Z dozen clerks al looking Trim and neat,
And enly one store ike il on the block.
i rush Of people, but all passing by;
4 Eesl-dresSed window, fixed in latest
style;
Gold-pzinted signs, made 70 attract the
eye,
But silence deep Is reigning all the while.
Why Is Il that the sound Of busy trade
Is heard not IN z store so great IN Sizez
Because. ny friend, great mistake was
mad;
The merchant thought he need not ad-
verrise-
4 store Just opposite, not hall % fine.
Not near 50 Big IS others, too. quite near
IL
No dearth Of clerks, but each one has Nc
tine
Iofool around; heguick discharge would
fear i,
4 rzsn Of customers. the store well flied;
Men flying here and there with busy
Outside. piaezrd that attracts the eye