Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1892-02-18

All writers agree upon ~ SldUSifiont-
advertising is an art AS TO what best
combines arr and effect there is a difference
of opinion TO which there is no limit
II would appear that all the ordinary sys-
| TENS have proved successful when We note
the fortunes accumulated through so many
| advertised articles, and the widely differ
! ent plans used to get these articles before
/ the public. Without expressing an opinion
/ OF any particular course to pursue, L VIII
/ merely outline how we advertise to make 1t
pay Chapters Outaof ones experience are,
| after all, the most interesting and useful,
and so l will contribute my own stock in
this line TO that of others, for the benefit of
| all concerned.
We confine ourselves strickly to the
newspapers, and to one straight column of
space next to reading matter, local page
preferred, unless it be during local polit-
| ical campaign, then the editorial page IS
| probably rs good But let US go back to
the close of our clearance sale in August,
and go through the season. The first point
of interest was the departure of our buyers
for New York The next was the receipt
of q telegram from headquarters an
nouncing the first shipment of goods. This
telegram was put in the center Of the show
window, and copied in the local papers as
news item. The return of buyers was
| followed by an interview with Mr. Richard
| son, regarding New York as market and
the remarks he heard about Kansas, exe.
| This interview from local papers was COM
mented upon by outside newspapers until
| it had quite run The arrival OF the stock
| happened at the time of the political con-
| ventions, and "Our Ticket was the best
! before the people, In Republican papers
we used the eagle, in Democratic papers the
rooster, in Alliance papers another patriotic
emblem. This heading was followed by a
complete review of special bargains at
least attempting to impress the people that
! ours was the best ticket. We use the CONVEX
/ sational style in all advertising, with only an
occasional displayed line. This lad. 3" ap-
; peared but once: other special bargains
were enumerated in next issue.
Then we followed with special sales from
/ different departments, never neglecting to
point to several features for the week. There
Is little use in merchant with any great
| amount of country trade making a one-day
sale We have found the following style of
/ quoting prices in a single-column lad"
very striking and effective:
| IN CENTS pays fer Genuine English Habit
| iii Cloths, co isidered bargain at 15c. These
| | III goods are fashionable, and are worth
| more money at the mills than we ask for
them.
Never quote a price in the papers unless
you have the goods advertised, and this is
| especially true regarding cut on staples.
We use on displayed goods cards bearing
| the words, LAS advertised, - with price, Of
! course, this is changed to suit the case.
( Our display windows contain the intelli-
! gence of special sales, as do printed cards
in all parts of the store. In our cloak de-
partment we pushed our early sales by con-
slant mention; later, the arrival of new
goods were promised in advance. Special
cloak and blanket sales were made under
numerous heads, and we adhered strictly to
the truth in every instance. A sign outside
used three or four times during the season,
and bearing the words, New cloaks re-
ceived to-day" was very effective. For the
holidays we urged the purchase of ''prac-
tical presents, and made especial effort
upon cloaks. dress goods and blankets, and
those were the goods we sold. In our ad-
vertising we interest every clerk in the
store, and have each employee read care
fully every ''ad" inserted. This is abso-
lutely necessary where the salesman has
the run Of the store OF course, it is best
in some cases to buy certain lines of goods
especially to advertise, but such instances
are rare.
Now that our annual clearance sale has
commenced we use special ticket, Sin
order that the customer may see the actual
reduction" We do not go outside of local
newspapers, and always mention the name
of the paper used somewhere in the ''ad,''
or IL q foot-nOte at the bottom something
like this:
=. B.-Our oIder department is becom-
owe would consider it favor for you to
mention the Dry Goods Economist
Our advertising amounts to less than 2
per cent of our sales In addition to what
is mentioned above, we use all legitimate
means for news mention, and supporting
the newspapers, seldom make a request
that is not granted We find newspapers
willing to enforce the business of a good
advertiser provided he has the wit TO give
Z certain news quality to the notice which
shall help to Justify its insertion. If
advertisers would study this point more
they would gain a great deal. 1t IS the
secret of many a politician or merchants
success that he has the art of interesting
the public in his business so that the papers
must talk about it; Advertising is at its
best when 1t holds the attention of the
reader. If the merchant can once get the
people to reading his advertisements he
will have no further trouble, if he is an
honest rnan.
But that must be insisted upon; let the
people once learn to distrust you and you
are lost. In spite Of Barnum's famous
adage the people do not.SAsflSe to be hum |