Fairhaven herald. [volume] (Fairhaven, Wash.) 1890-????, 1892-09-04
FAMILIAR FACES
How Business Men Turn Them to Good
Account in Newspapers

How Business Men Turn Them to Good
Account in Newspapers
How many of the prominent adver-
Using cuts which we see in the daily
papers or monthly magazines come
before us as familiar friends, so accus-
toned are we to seeing them. The
good looking young man whose face
appears in almost every magazine we
open is supposed to be that of DIR. J. ii. |
Woodbury., whose advertisement for
the removal of facial blemishes accom-
panies the attractive features which we
have come to recognize, and who could
refuse to patronize any system which
would make such face as the we'll
known cut represents?
Castoria is another which greets us
on every side. Who has not seen hun
dreds of times the well-known catch
| lines "when baby was sick" etc, and
who is not well acquainted with their
meaning before another line is read?
As "you push the button, we do the
restn has established the reputation of
! the kodak from the Atlantic to the
Pacific, so have the little lines on cas-
| tOTia made its name familiar wherever
newspapers are read.
Another is Douglas, the shoe manu-
facturer and eX-mayor of BroctOn, Mass,
whose face is probably better known
! and more readily recognized by the
masses than George Washington
would be if published in magazine.
! 1t is related of tnis well-known manu-
facturer that the only return card he
has on his envelopes is "a request to
"return to-" followed by his picture,
and so well are his features known
throughout the length and breadth of
the land that uncalled for letters are
promptly returned.
The largest advertisers throughout
the country have their special adver-
tisements which are recognized by
every reader, and which run the same
from year to year or whose general
style is preserved, continuing to draw
the public's attention To the goods
they represent long after everyone
/ would presume the reputation of the
) goods had been fully established and
, no further money need be spent in adj
| vertising. Take for instance, Pears
} soaps, Prices and Royal baking pow
, ders, Hoods sarsaparilla peculiar to
} ITSELF" Epps' cocoa, with the picture
/. of the comely maid in apron and cap;
e Pearline, with the ridiculous cuts
5. usually made up from some of the
t various characters found in a compost
: tors case DIR. Pierce's medical spec
2 ialties and discoveries which are
r always accompanied by catchy illus
r tration of a character foreign to the
e general meaning Of the advertisement
t and headed with a few words which
J. invariably attract the attention.
l These are but few of the many well
r known advertising attractions found il
|, our newspapers and periodicals. G'
l. where you may, north, south, east o
west, some of them appear before yol
in almost every paper you pick up
The originators of them are men o
~ vast experience in business affairs ant
n that they spend so much money in call
rs ing attention to their goods is a proc
If positive that advertising pays, and tn
,t vast sums of money which these manu-
,e facturers expend every year to attrac
10 the attention of the people comes bacl
= to their business ten fold. 1t may no
n be generally known that in many G
pc these large concerns men are employs
ps for the sole purpose of inventing neN
4 and attractive devises for advertise
ments, and the man who has that dc
partment of the business in charge
often the highest salaried official in tn
st employ. The maxim of large advei
40 tisers Is to "keep everlastingly at it,
- and in pursuit of wealth they spend
u large part of their yearly income in In
Y, forming the public through the paper
to of what they have for sale. If such
ht maxim is a good one for the old an
Sc wealthy concerns how much more is
I'd important for local merchant to &C
ne vertise his wares and call the attentio
,h of the buyers to what he has for salt
Every large business has been built u
by a liberal system of advertising an
that a man can succeed in the preser
~ generation without liberal expenC
ng iture of money in one way or anotht
,rs to advertise his business has bee
of proved by experience to be fallacy.