The morning news. [volume] (Savannah, Ga.) 1887-1900, 1891-10-06
GOOD ALL THE TIME"
Something About the Newsp 7per as
an Advertising Medium.

al advertising A4SAluLus
From the American Newspaper Reporter.
E. R. Hull g. Co. of Cleveland, O., are
great clothing men. The people connected
with the house have literary society, one
feature of which is the discussion Of some
point pertinent to business. Recently the
question for debate was: Are newspapers
the best medium for adVer Using the cloth
Ing busineSsm
Mr.. McWotters, member of the firm aud
advertising manager, presented paper in
which he emphatically declared in favor of
the newspaper and presented very neatly
some reasons for the faith he held. He
said:
The newspapers are the best medium for
advertising the~clothlng business because Of
their universal and repeating circulation.
with religious regularity they reach the
homes or our humblest and most atftuent
| citizens. We said universal circuletlon-
and we do not choose to modify it one iota,
Ter, tell me, IL you please, is there a hamlet,
palace, in all this glorious country, where
there is not read during the week some kind
OF newspapers We do not claim that in
all cases a newspaper is regularly SUBJ
| scrlbed to and paid for, but we do maintain
that newspaper is read by some member
| OF the family every week more or less, even
| IL it has to he borrowed from a neighbor;
hence the superiority of newspaper advertis-
| ing must be at Cnce evident. But you will
say In support of your pesky dodgers"
| that people do not read newspaper adver-
| tisements. Here is where you deliberately
falsify, or else you are talking about some
thing you know nothing about The pub
lie do read advertisements. You unoon-
sclouslY read them if not otherwise. Your
| eye glancss at All attractive advertisements
and you get an impression of the subject
matter: The particular advertisement in
to-day's paper impresses you no further,
| but I'll wager that if your needs at the
time required any articssthere enumerated
| your closest attention would be riveted to
| that particular spot in the paper and you
would read every syllable Of taat adver-
| tisement.
Peoples ideas, wants and circumstances
1 are 30 dissimilar that we might advertise
| the same item 1856 days in the year and each
| day be advertising the article that especially
| interested a certain number of people.
| Wants manifest themselves-people do not
| have to create them; hence this very adver-
tisemeat, unheeied by Mr.. A, B. or O. last
| week or last month. is OF vital interest to
him this week and he scans it as closely as
any other item Of news; in fact it is news to
| him. And this proves the advantage and
| efficiency of constant and persistent adver-
| Using, which cannot be done protitably ex-
cept through the medium of newspapers.
+
How do you and know of these celebri-
| ties who never visit our locality? The news
papers herald, advertise, make known their
| fame, and by constantly reading of their
| talents we become acquainted with their
particular accomplishments and discuss
them just the same as though we had known
| them all our lives And just SO it Is In the
matter of constantly advertising ones busi-
ness in the newspapers. The public becom3s
acquainted with you. In the home circle
Anl
frequently by people who have never seen
| you or been inside your store. When the
time comes that these very people need an
| article in your line they instlnctlvely point
for your establishment, and now's the time
they want to prove the truth of what they
have so many times read. All now depends
| upon the integrity of the merchant whether
he adds TO the list of his regular patrons or
sends them away disguised with his mis-
statements
To be profitable, advertising of whatever
kind must be backed I'D by facts and every
| promise carried out with earnest fidelity,
else all the newspapers aud all the other
methods he may employ will not avail IN
| building up dishonest merchants busl-
ness. We assume therefore that when you
advertise "what you'll do, you'll do as you
advertise, F" other wise you might just as we'll
throw so much money in the fire. News
papers do not contract with merchant to
sell for him certain articles
or lots OF merchandise, but simply to
advertise-"to make known"-to their
readers that you cay over your signature
that you have this certain article or stuff
for sale at certain prices If you make
false state nents the newspapers are not
to blame that the public, after being mis-
led few times, take no further stock in
your announcements. You simply are at
fault and you are self convinced that you
''caunot fool all the people oil the time"
Much of this sort of thing may have been
j said before, even many times, but much OF
4 it Is that sort of truth which will stand tell
ing many times, both to advertisers and
publishers. Especially we'll put are the
facts that everybody reads the newspaper
in some way and that every body does see
advertisements and know about them,
even if The reading is unconscious.