Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-07-05

DTtNIIN.
Bregity is tine soul Of advertising as well
As about everything else.
The man who says little may say much.
The man VINO says a great deal may say
even more and bury it all in the elaboration
of it.
Advertisement space which is worth any
thing may cost "a much per square inch as
corner lots per square foot.
The incest discrimination and the keenest
business wit. backed by the sOuudcst bust
ness economy. mus al be thrown into the
mak:ag of the material 10 cover the inches
of newspaper space, without which no new
business can begin OF old business grow.
The midC "-aged fathers of to-day wildly
recall the not vet decreased practice of pat
telning ctE MISUNDERSTANDING by the
style il the wav-back newspaper. In this
advertisement one may read, although he
never has read il. because nobody reads
this class OF advertisements, innumerabe
everything contained III the store, from
dried apples 20 Indian meal, and from indi-
vidlal butter plates 70 ready-made clothing.
arranged one after another so that none
have trade bringing identity. The fresh
ness Of the goods which are fresh are made
stale BY ovcrdricd surroundings.
To-day about one half Of the advertise
merits are but Improvements upon these
back-fOrc 81 styles. The majority Of them
have ten to twenty times too much matter
in Them, arranged SO as 10 appear ike a
dialogue OF good things TOO dense for the
reader - piss Though.
The moderate advertiser more than the
extensive advertiser. for the extensive al
-trfls'. J. Obliged 10 earn ADVERTISING
seems q" b.' l.lburiEg under the Suspi, =,
;iIat ri, business Will bc rIiHGd if he ,5nnS
not tell he people about everything no ms
- sail "a. III lump. giving the ',,.aI1;,,n,t
gubIi. no oyrVr. unity 20 usr - $,,il.Iiie
gtnr", Reckoning uron tho ,,oi,. az ~.
ought 'o-br-ar'I-iai"d advef- Ia+ ne
admit. !or argument Sai9. that peopi. in
general 80 not read adyes, -, r.,
r.'ng ulOn tins hypoth'..;- o,',. tir,ds ali .l,.
,na,.. ,..., F,. Ia,n.,> SIS. one mas an me
-, -, tldiug Dreyity in adVer-
~ '..l''-' IF people do ROT like 20
read ,,,aye,, .tcIacuts they certainly viii not
ist,d on" covering the ground Of half
I.ay'. Journey.
Tie perfect advertisement is so written
tt.It he reader cannot help tasting some OF
T. favor b"for" ne has really read H.
II the advertisement be of descriptive
sort. requiring 100 many words for 4 glance
to absorb them. then il must be SO arranged
with headlines or something else sufficient
Ia iuvoUrtarlly draw the attention of the
eve. To make myself palmer, | will put
~" sane thing in another way: Either the
advertisement must be SO short that Il
glance VIII absorb the whole OF il. or IL
must contain with lis descriptive matter
q l'l4t III i picture 81 Sullti'ui SlItllS u "
Immediately attract and hold the eye long
enough for the impression OF the eye TO
reach the brain. whore the fate of the adj
~ertisement Will Toe intelligently decided.
Tie fewer headlines in N advertisement
The better One prominent line IS worth 4
dozen. Three conspicuous lines are Suti-
Gent for any advertisement, for more than
thre" viii work against each other.
III. reader who wants straw mating is
NOR. Interested i'll straw mating than in
general carpets The attention OF the man
who wants 10 Guy = pair of summer shoes,
~lIl be held by lie advertisement annoUnc-
in~ summer shoes. when Hide attention
viii be given 10 the advertisement which
Describes shoes in general, including sum
uier shoes 4 magnificent oil painting sur
rounded by equally fine works of art, Is
cot h.lt SO likely to be seen As the same
painting exhibited by itself No auctiOneer
eyer sells decent goods il lump. This prac-
tic.l business, IS well as theoretical. logic
applies in al its force 10 the preparation of
advertisements.
The merchant wants customers more
thsu The majority OF people want To become
AIS customers, consequently he Is obliged.
nov only 10 create demand for his goods. but
10 convince he people that he IS the man TO
buy Of The wording of the advertisement
viii dn more Ia accomplish these two things
than ANYTHING else outside of personal
drumming. ard personal drumming without
advertising IS worth hut Oae-half Us much
IS II IS with advertising.
The power OF an advertisement Is in the
strength o. Grc lire of il.
Descriptive matter never will be read I'M
.eSs attention Is focused IL il.
There IS no objection 10 descriptive mat
ter being more ur less exhaustive provided
the advertisement has something At the
head, in the middle. or At the bottom OF il
20 gather 10 Itself the attention o. people
liable 10 oC Interested.
Br'.Nity in head lines admits of less brcy-
~ il! description, but hrcvity in description
j. :" ~ pTactlSpd wherever possible
While the ma inri'y of folks want every
thing. the majority of the majority want
unr thing IL Il time There are more
women who want one chair, or one table.
o. one sofa, or one baby carriage, or one
other specific thing than there are women
who are thinking Of furnishing house
These are in the great majority ana they
cannot ha reached by an advertisement
covering the entire ground of human want
The advertisement must dOve-tail into
specific want, and if the want be single the
advertisement must be single also.
II OGe viii follow carefully the advertise
meats ~ ME leading advertisers, with the
exception, uf course of the department
stores. he VIII be- struck by the one idea
method IF advertisement writing. The
great furniture dealers, and carpet dealers.
and clothing dealers and dealers il every |
thing else in the way of staple articles. are |
one thing AT a time, and only |
one The world Of business i concentrat- |
lug Itself int" specialties and SpeciaitieS |
are always considered in the singular num- |
Der.
There is sych thing as making the ad- |
vertiSement 81 comprehensive that the |
reader finds himself so familiar with the |
article that he immediately makes up his |
mind THAT h" does not want il, when he |
Might want Il il he could see il.
An advertisement. though /; may be more |
or less comprehensive, should never tell |
everything about the article II should |
leave something for the readers imagina- |
ton TO work upon.
! do not believe in blind advertising but |
! do feel there IS such thing as throwing |
so much light upon the advertised article |
that the eye does not care to see the origi- |
nal.
Brevity in advertisement writing does |
not Hleau ore7ltI III advertisement space. |
On general principles, the more space the |
occupies, the more money |
it will bring proportionately. No shrewd, |
business man ever begrudges the extra |
money he spends to give his advertisement |
Sufficient space. that people may find it |
and read il. a briefly written advertise |
ment containing 4 charmiugly connected |
number of words MY be so crowded into |
space rs TO have no business bringing value. |
II Is rs SenSelcSS TO put L wcli-written
into space too small for it.
as 10 expect the customer TO crawl through |
the hole OF u tunnel 10 reach the goods one
has 20 sell.
IranSfuSed memory carries me back TO
the famous advertisements of the elder |
Bonner. In the days when his paper was
If hoe lad ? l,..y