Idaho semi-weekly world. [volume] (Idaho City, Idaho Territory) 1875-1908, 1892-08-23
ADVERTISING SCIENCE.
AN EXPERT GIVES HIS OPINION
UPON THE SUBJECT.

lie saws Newspapers Are the Only Salts
factory Medium-Claims to Have orisi-
mated Several Styles of Advertising
which Had Zig Runs.
"Nobody has tried more different kinds
of advertising than we have, SAID q
member of a well known clothing firm,
few days ago, ''or tried the different
kinds more thoroughly, but we have set
tied down now to regular newspaper
advertising, and believe that, for per-
manent business. that alone pays. We
were the first to use the sails of vessels
in the harbor as an advertising medium.
Then we got up the alphabet puzzle,
and gave away half million puzzles
while the craze lasted. Afterward we
invented the Waterbury watch idea.
We had to do something, because three
of our principal competitors had failed,
and their stocks were being sold for next
to nothing by assignees, so we decided
to give a Waterbury watch with every
twelve dollars worth of goods pur-
chased. We advertised the watches
wound and set. To wind them fast
enough we had to rig up u little machine
worked like sewing machine, that
would do the winding. and we kept sew
eral boys at work winding and setting
them Before we quit we had given
away forty thousand of the watches.
NEWSPAPER lads.
"But nothing ever pays us like the or
binary newspaper advertising. The fact
is, there has come to be in this city a
class of advertisement readers, just as
there is of news readers. They read the
advertisements every day, and. of course
the man who wants to attract them has
to get up an advertisement that will do
it, The day of standing advertisements
in the paper, Go to So-and Sos for cloth
ing. or Go to This-and That's for shoes
has passed, just as the day for painting
signs on rocks ard fences or on the sails
of boats has passed You must have
something interesting and fresh every
day in the advertisement, and it will he
read. We have proof of this all the time
in our business. for an advertisement of
any certain thing is sure to bring throngs
of people into the stores inquiring for it
next day. BY the number of such in
quiries we rate the success or failure of
an advertisement. | can guarantee to
bring a thousand people to our stores any
day by the insertion of an advertisement
of some specially in the morning papers.
1--WE were the first firm to introduce
the use of outline cuts in newspapers.
An Englishman who had done caricatur-
ing Oh the other side, offhand sketches
as a part of the entertainment of show
of some sort, and had come to this
country, first brought the matter to oui
attention. and we tried few of the cuts
as an experiment. They succeeded Sc
well that we made them regular feat
ure. After u while the papers them
selves caught onto the outline idea, ant
now that is almost the only style o
newspaper illustration used A Will
| ago we concluded to try the experiment
of dropping the cuts. They are expen
sive, because besides the cost of them
the papers charge double rates for til
space they occupy. 1t has been poo
economy, however. The cuts were wort
much more than they cost as an advei
tisement, and we shall go back to then
MUST BE TRUTHFUL.
"Another thing about advertising {
late years is the gradual increase in til
truthfulness of it, People are iearnin
THAT it doesn't pay to lie in an advertis,
ment any better than it does anywhel
else. The theory that "a suckers Dor
| ap1 hos inst
come in here as anywhere else won't 6
for a permanent thing. think that thel
has been Il noticeable Improvement
this respect lately, and that business me
are rapidly learning that honesty is Il
best policy in an advertisement as well
outside of it.
"A curious thing is the difference the
is between advertising for women ar
for men. For a man an advertisemel
must be short and to the point. 1t oug
to treat Of but one subject and to be wri
ten as tersely as possible. Men read a
vertisements on the jump; they new
deliberately sit down to go through Il
advertisements in a paper. For Il
women, on the contrary, you can y
In as much detail as YOU pleas
once woman is attracted to ;
advertisement she will read it a Il throug
no matter how long it is or how fine Il
type is. Then there is no use putting
u advertisement for man in u Sund;
" paper. If you make it big enough to
u seen in one of those enormous sheets
le will be too long to be read by man.
ID ordinary advertisement, such as wou
h attract him in week day paper, is bu
err led in the great Sunday editions. B
n you can take page on Sunday and
10 certain that the women will look for
u u and read it all through carefully. Tho
"a sands of them buy the papers, and esr
IN cially the Sunday papers, for no 9th
a thing than to read the advertisement
The big dry goods houses know that, al
that is why they all use the Sunday r
pers SO freely. New York Sun.
81 Chlcago's Millionaires.
~ Down to the present time Chicag,