The Helena independent. [volume] (Helena, Mont.) 1875-1943, 1893-11-02
SUCCESSFUL ADVERTISING.

vertising manager Of long experience
has an excellent article in the last mum.
Der Of the Engineering Magazine on
"The Art Of Successful Advertising"
In a few paragraphs Mr.. Heinrlohs has
condensed the results of his experience
in the actual work Of advertising, and
his conclusions deduced from the facts
learned in the years Of his work. In
the opening sentences he datly CONTRA
diets the time-worn axiom that good
goods do not need advertising, an Ak
ION, by the way, that has put the sheriff
in possession Of many q fine stock and
many an enterprise that would have
Aourished had people been invited to
patronize it. "In this age Of keen COM
petition, it is not likely that any man
will have O purchaser for his goods
simply because they have the oharac-
t~eristic Of excellence. He must pro.
mulgats their distinctive advantages or
their superiority"
The only way 70 do this is by some
one Of the many forms Of advertising.
"The cobler advertises his handiwork
on the acknowledges; the grocer puts
his best stock Of vegetables IN the side
walk; the clothier, the dry-goods man,
and the furniture dealer fill the pages
of the newspapers. the actor seeks tc
attract the attention OF the public in
flaming posters, and the manufacturer
advert:ses his specialties in the trade
papers and magazines" Some use cir
c~ulars, typewritten or printed; others
send neatly printed handbills through
the mails. The catalogue is believed by
some to be the most effective way.
Other firms rely entirely upon agents
and representatives to advertise their
goods in person.
But the logic of experience brings all
careful advertisers to the conclusion
that these methods are auxiliary; "they
help a little, but they do not do much
good alone. 1t may be safely asserted
that newspapers, magazines and trade
papers are now recognized as the stan
lard advertising mediums" And this
assertion is supported by a statement
Of the sole object of advertising. which
is to snake certain statements known
to the public at large" Mr.. Heinriohs
says n fact, borne out by the most
successful advertisers in America and
Europe, is that newspaper advertising
is the best and cheapest that can be
had. The best papers have the most
advertising, and charge the highest
prices for it, for they are read by the
most people, the advertising being the
most widely circulated.
Mr.. Heinrichs makes the positive as
sertion land 1t is part Of his business to
know its t%ruthfulness) that ADVERTISE
ments are read with as much interest as
any other portion OF a newspaper. sit
may be that the busy man will care
lessly pass over the advertising columns
Of the daily newspaper, but the house.
wife will read them twice and thus
make up for his neglect" and the house
wife buys in person or directs the buy
ing of four-hfths Of all dry goods, furni-
ture, hardware, drugs and groceries OF
every family; all of the clothing for the
children, boys or girls, and much of the
clothing for the men.
Advertising is an item of o 70
be considered in the conduct Of a BUSH
mesa in the same light as location, build
ing, furnishings, help, freights, or any
other necessity. The advertiser wants
and has a right to expect value received
for his outlay. But there is no good
business reason why an advertiser
should demand more profit from money
expended in a newspaper than from
capital invested in any other legitimate
enterprise. MI. Heinrichs puts it we'll:
ut must not be supposed that a single
advertisement, for which perhaps s5C
has been paid, is going to fill a store
with customers for a year to come
thus bringing a profit on the investmen,
OF probably ten hundred per cent
Advertising once commenced must b.
kept up, and if conducted with thea Gam
thoughtfulness, the same care, and thu
same business methods exerecised il
any otner enterprise, an advertisement
will always prove q profitable invest
ment."
FEDERAL ELECTION LAWS.
The debate in the house over the bill