Evening star. [volume] (Washington, D.C.) 1854-1972, 1893-09-09
AN AD-wRITING BUREAU.
VIM. A Hungerford, Manager of Tn,
Stars Advertising Bureau.

WILL n nunBerIOr0, manager of Tho
Stars Advertising Bureau.
From Printers Ink
Although the assertion may be a pretty
broad one. the newspaper without a good
advertisement or business writer on it,
staff is lacking one Of the most importan,
adjuncts to complete success. The faul,
with most newspapers is that they are no,
sufficiently in touch with their commercial
clientele.
No paper can succeed without advertis.
ing.
No paper can afford to take advertising
without giving an equivalent.
In other words, a newspaper may induce
firms to advertise a week, month or a year
by way of experiment. but as quickly as
the advertiser finds he Is not receiving an
adequate return upon his investment he
will drop out discouraged.
Drumming merchant to death for his
advertisement and then firing 1t in the
paper anywhere and in any style. simply
to have an excuse to present the bill. is
bad business policy.
After a while the entire local field be.
comes worked" and discouraged. This
disbursement results from two or three
not know exactly what he should advertise
Il am not speaking Of the large concerns)
nor does he know how to word his adyer.
tisement so as to rob 1t Of its mercenary
SplTlt, or, IdInef, 10 WOrO IL as q matter OF
information or news. The big concerns
can afford the services Of an advertisement,
writer and manager, hence are at q grea,
advantage over the smaller stores
Again. the average business man is either
too busy with other details of his business
or possibly untitled to give sufficient atten.
ton to advertising to make it profitable
hence 1t is frequently neglected.
The Washington Star felt that many OF
its local spasmodic advertisers would ad
vertise all the year around. and Willingly
pay a small tax to have their advertise
ments written. attractively displayed
placed and otherwise made profitable.
That they were right in the supposition Is
evident from the large number Of small
daily changed ads now running, for this
bureau has demonstrated that the small
ads 6rom 10 to 60 agate lines), changed
daily, or every other day. with new matter
tersely written and attracively displayed
are equally as profitable in proportion tC
the expense as the column and double.
column ads, and big factor In causing the
small store to grow big.
The Star probably has ~aore small. fire.
quently changed local ads Than any othe,
daily newspaper in America.
Local business firms contract with the
paper for certain space, or 50 many line,
to be used within a year, and then con
tract with the ad bureau to write the mat
ter and look after Its display, position, &c
The bureau calls upon the 9rm every day
every other day, or once or twice O week
what he wishes to advertise and gives ir
his language the description or points ts
be covered. The ad-writer then puts It ir
his language, and has 1t displayed as sttrac
lively as the space and matter will permit
Upon making a contract TO take care Of
a firms advertising the bureau prepares
a scrap book for that Arm and pastes w
the lads" each Change"
All bills are checked 20. KID" by the
bureau before presentation.
The bureau charges for ia soryfpes *
$3.50. So s15, $50 and s25 per month, accord
ing to the space, frequency OF changes, &c.
which charge is added to the bill when pre-
sented each month.
The bureau has a good business library
also has large and attractive display OF
novelty printed matter, such a.
brochures. cards. schemes. booklets, rrim
ers, &c, expressly for the benefit of its
patrons In securing ideas"
while at the worlds fair I made a special
collection OF this class Of printed matter
and upon my return to Washington sent
letters to tbs various business firms invtt.
ing them to call ana inspect II for Ideas u
believe that the newspapers should as.
sist the local merchants in every possible
way to make their advertising profitable
Phila, Oyster House Finest In cftv -Advt