Elmore bulletin. [volume] (Rocky Bar, Idaho) 1889-1906, 1892-08-28
ADVERTISING SCIENCE.
AN EXPERT GIVES HIS OPINION
UPON THE SUBJECT.

He says Newspapers Aro the Only salts.
hactory Medium Slaim. So Have Or,vi.
mated Several styles Of Advertising
which Had Big Ilun.
Nobody has tried more different kinds
Df advertising than we have" said a |
member of 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 a per.
manent business. that alone pays We
were the iirsl 10 usc the sails uf 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. Aftcrward we
Invented the Waterbury watch idea.
We had to do something. because threo
OF our principal competitors had failed
and their stocks were being sold for next
TO nothing by assignees, so we decided
10 give Waterbury watch with every
twelve dollars worth Of goods pur.
chased. We advertised the watches
wound ami set To wind them fast
enough We had to rig up littic machine,
worked like a sewing machine, that
would do the winding, and we kept sew.
eral boys ut work winding and setting
them Before we quit We kad given
away forty thousand Of the watcbeA
NEWSPAPER ADS"
But nothing ever pays us like the or
dinary newspaper advertising. The fact
is, there has come 10 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,
tho man who wants to attract them has
to get up an advertisement that will do
h. The day of standing advertisements
in the paper. Go To So-and-So's for cloth.
ing, or Go to This-aRd- That's for shoes
has passed, just us the day for painting
signs ON rocks and fences or On the sails
Of boats has passed. You must have
something interesting and fresh every
day in the advertisement. and il will be
read. We have proof of this all the time
In our business, for AN advertisement oi
any certain thing is sure 90 bring throngs
of people into the stores inquiring for h
next day. BY the number of such In.
quiries we rate the success OF failure OF
an advertisement can guarantee Ia
bring thousand people 10 our stores any
day by the insertion Of an advertisement
Of some speciality in the morning papers.
I'VE were the first firm 10 introduce
the use of outline cuts In uewspapers
An Englishman who had done caricatur-
ing on the other side, offhand sketches
as part Of the entertainment of show
OF some sort, and had come to this
country, first brought the matter To our
attention, aud we tried few of the cuts
as an experiment. They succeeded sn
well that we made them = regular feat.
ure After n while the papers them.
selves caught onto the outline idea. and
now that Is almost the only style OF
newspaper illustration used. A while
ago We concluded to try the experimen,
Of dropping the cIas yhey are expen.
sive, because besides the cost of them.
the papers charge double rates for the
space they occupy. Ii has been poor
economy, however. The cuts were worth
much more than they cost as an adver.
tisement, and we shall GO back 20 them.
MUST BE TRUTHFUL
Another thing about advertising OF
late years is the gradual Increase in the
truthfulness of it. People are learning
that 1t doesn't pay TO lie in an advertise
ment any better than 1t does anywhere
else. The theory chat "a suckers born
every minute and he's just az likely to
come in here as anywhere else won't do
for permanent thing. think that there
has been a noticeable Improvement In
this respect lately, and that business men
are rapidly learning that honesty Ia the
best policy In an advertisement as we'll Az
outside OF IT,
"A curious thing is the difference there
b between advertising for women and
for men. For a man an advertisement
must be short and TO the point. IL ought
70 treat OF but one subject and to be writ
ten as tersely a. possible. Men read ad.
vertisements on the jump; they never
deliberately ait down TO go through the
advertisements In a paper. For the
women, on the contrary, you can nut
In as much detail as you please;
WHO Nollhu N aIlfaCDt1 10 an
advertisement she will read IL all through
NO matter how long il Is or how fine the
type Is. Then there is no use putting an
advertisement for a man In a SUNDAY
paper. II You make it big enough to be
seen In one of those enormous sheets il
will be too long to be read by man. An
ordinary advertisement, such as would
attract him in a week day paper. Is bur
sed in the great Sunday editions. But
you can take page on Sunday and be
certain that the women will look for Il
and read IL all through carefully. Thou.
sands of them buy the papers, and espa-
cially the Sunday papers. for no other
thing than to read the advertisements.
The big dry goods houses know that, and
that Is why they all use the Sunday pa.
pers SO freely. New York Sun.
Chicago's MIliionaireA
Dlwu IN th. nr.aAnf tin,a fsb..a -.