Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-06-21
About Advertising Space.

subject of proper size of space for adver
tisements.
Every sensible merchant knows that ad
vertising is vital part of business, anG
that advertising space is stock in trade
Here are business aXioms, and SO being
they cannot open reason for cutting of SIG
OF advertisements any more than for cut
ting OF size of business.
While economy is to be practiced in ad
vertising, there is 10 sense in applying al
the economy to one branch of the business
while full expenditure remains for other
departments of the business.
The old business mamim, that stthat
which is worth doing is worth doing well, u
applies in its full strength to advertising.
Better not advertise at all than to botch it.
No sensible merchant would think OF
crowding forty cubic feet of dry goods into
thirty cubic feet of storage, yet the same
merchant very likely attempts to draw
trade into his $4,000 business with adver-
Using space S, 600 man would be ashamed
of.
There is such thing as advertising too
little and losing more money than by adj
vertising too much and losing some money
Advertising expenditure should be fol-
lowed and regulated, and every advertising
experiment tested and retested Every
dollar put out in advertising should be
watched from the time it goes out until it
begins to come in.
1t is remarkable that when some business
men begin to cut expenses they cut the adj
vertising with broadax and carefully
prune out little expenses here and there in
other parts of the business. Not only is
this senseless logic practiced by business
men who do not believe in advertising, but
is frequently by those who say they appre-
ciate the value of advertising.
a goodly proportion of merchants, even
though they believe in advertising and are
having the value of advertising continually
shown them. are continually trying TO
crowd an inch advertisement into half
inch, and column advertisement into six
inches. 1t is right that they should save
all they can, but there is such thing as
feeding the spark of advertising with SO
little fuel that the advertiser is the only
man who Knows the spark is there
The small advertiser may not consist
emily afford full page, and many some
what extensive advertisers find that col
umn is more than they feel justified in
paying for.
If the advertiser sells ten thousand hats
this year, does not the success in selling
make HIM willing to try to sell more hats
next year? Does he not enlarge his store
with the business hope that the ten thous-
and sales may swell to fifteen thousand
The successful business man may tie a
string to his experiment, but it is the I'M
successful business man who Keeps such a
tight hold on the string that the expert
ment has no chance to prove its right to
live or die. Such man does not lose
money long because he finds himself with
out money to lose.
The merchant has two things to consider:
First, will he be satisfied with the bust
ness he now has? Second, will he strive
for more business? If the first, he will
find advertising necessary to keep his bus
ness; If the second. he will need much adj
vertising to grow his business.
This paper is addressed to the progressive
business man who wants more business and
is willing to take legitimate chances to get
IT. He is the man who experiments legiti-
mately without taking gambling chances.
lie IS simply willing to take reasonable risk
for reasonable profit. He experiments with
every department of his business, puts out
as much money as he consistently can, in
creases the expense of his advertising as he |
does other departments of his business.
with the settled business hope, backed by |
clean experience, that the expenditure of a |
little more money may bring in more money. |
he is not one OF those SenSeleSS men who /
do so little advertising that the healthy root |
of advertising Is not sufficiently fed to make |
a healthy tree, and consequently does not |
pay the advertiser, for there is not enough |
of 1t to make the impression of an impress |
sion.
little advertising is worth something,
provided the business does not admit of |
more of it.
Good advertising demands that its vol
ume be proportionate to the business
The Observation-Disclosures merchant carries |
his advertising a little ahead of his bust
ness, because he finds that to work little
ahead of the times enables him to be ready |
for the times when the times come
There are few cases where too much adj |
vertising has swamped man. There are
plenty of cases where too much advertising
nd
well spent in other directions.
Advertising is only a part of business.
It's effect depends on its perfect dovetailing
with every branch and part of business.
cannot bring business unless it
works III harmony with business. a small |
crowded advertisement in a |
paper may bring some business. |
+ it will bring any it proves that more of it
would bring more business.
cannot make general rule designating |
he amount of profitable advertising for any |
me who advertises, until l know all the
pecial business conditions. lean saw how
yer, with safety, that the size of the adver-
Using space should be regulated not only
~ the size of the business, but by the adj
'ertiser's ability to make the business
anger, his Willingness TO sink money in |
very legitimate direction, to more firmly |
DOT the business which he owns When
lie decides TO build business by spending
money ~ uuliu IL WIFI, he must put a good /
'ortion of that extra money into the news
'apers, or folks viii not know that he is
BUSINESS building
Unfortunately limited space makes it i'm
osslble to Illustrate the argument which :
ave used to prove unwritten law can |
My show advertisements in smallest SPACE | :
nd attempt 10 illustrate how plenty of | :
pace with little matter in it will draw :
lore business than smaller space with a
reat deal Of matter in it. :
open space around an advertisement is :
ure to make the advertisement prominent.
'pen space cannot in any way be consid-
red wasted for it is really as much of i'm =
ortance TO the advertisement as the word :
IL of the advertisement itself
Open space can be supplemented by rules :
r ornamental matter serving to focus the =
rtention upon the words inclosed
The more open space there is around an :
lvertisement, or the more focusing lines. =
neither il be an inch advertisement or a :
age, the more conspicuous will be the :
eat of the advertisement. Il
AT this season of the year it is opportuue :
speak of real estate advertising. | there :
IRE illustrate the foregoing by allowing
lie sample advertisements to refer to the
al estate business
The following advertisement is a coAyen- =
onal one, ana illustrates the usual form of |
For Sale" and ITO Lett advertisements: