The morning news. [volume] (Savannah, Ga.) 1887-1900, 1893-09-25
DESULTORY ADVERTISING.
Money Wasting Methods Of Publicity.
The Anticipated DOdseT.

and Stereopticon Manifestations.
The Newspaper First, Last, and all
the Time, By Nathan O. Fowler, Jr.,
Doctor of Publicity.
Copyright 1893, by The Trade Company,
Boston,
He who depends upon circulars for
misunderstanding may not be fool, but
all fools use circulars exclusively.
The generic tree of good advertising
has one trunk and three big branches.
The trunk is built of newspapers,
grounded in bed of type, and fed on
printers ink
The branches are first-class printed
matter, advertisements in directories and
programmes, and novelties and outdoor
signs of every class.
The branch methods have their value
II they spring from the main trunk. but
if their existence depends upon them
selves they will not live, because they
never have lived.
The legitimate advertisement in the
legitimate newspaper, is worth more than
any other kind of advertising
A Pinch advertisement in a good news
paper has more value than barrels of cir
culars, although circulars are worth
something when used in conjunction with
tirst-class newspaper advertising
The local dealer must use the local pa
per. He may use other classes of adyer-
Using.
The local newspaper should receive
from one-half to twO-thirds of the local
advertising appropriation, the balance to
be distributed among legitimate
branches.
l speak words of truth, founded on my
own experience, and on my knowledge of
the experience of hundreds of successful
business men, who admit that their sue
cess Is due to newspaper Advertising Be
cause there may be in your city an excep-
ton, or even two exceptions, does not
prove the incorreCtness of this practical
rule.
The wise business man keeps within
the beaten track until he knows the con-
ditiOn of the side-track
A catalogue, well written and printed,
cannot be considered illegitimate in any
sense, for catalogue is a necessity, and
in many cases is as important factor in
trade as are the goods themselves; but
the catalogue must be supplemented by
newspaper advertising, so that it may Sc
cure profitable distribution.
The sending through the mails of any
printed matter, unasked for, unless it. be
unique, and of unusual seasonable sug-
returns.
The giving out promiscuously of circu-
lars on the street, has seldom brought
business
What becomes of circulars and flyers
given out by any boy, or man, to passers-
by, or left at houses2
Read the answer in the cutters of the
town.
How many of the circulars handed to
you do you read2
Why not judge of the world by your
self
How many people like you do not read
the daily paper2
Everyone of you buys it, and pays for
1t, and that which is bought will be read
editorials, news, advertisements, and
all.
The newspaper advertisement is upon
the same sheet of paper that contains the
news therefore you and 9th ers must see
1t, lift be bold, distinct, and brief,
The tirst-class local newspaper forces
Itself into the homes and hearts of the
people, beyond the barred doors of blue
blood aristocracy. even into the charmed
circle of the boudoir.
The directory advertisement, unless the
directory be the only one, or the leading
one in its city, is worth almost as little
as nothing. Limited space in a first class
directory, if the page containing the ad-
vertisement is referred to in the business
directory part, has some value, because it
enables the merchant to give a catalogued
list of what he does or sells, which the
directory will not present; but the retail
advertiser has no business to advertise in
a directory, for the people in the town al
ready know well enough the class of bust
ness he does, and it is not necessary for
any directory advertisement to teach
them about it, and women do not read
directories.
The majority Of directories are merely
advertising mediums, with no other pur-,
pose than to make money out of adver-
tisements.
Programmes of church fairs, and of
other entertainments, issued in the inter
est of charitable, or other worthy pur-
poses, must be considered, not so
much for the good the merchant will
receive from them, but for the harm
which may come to him through a re-
fusal.
They are simply honorable and legiti-
mate Matchmaking sheets, which the mer-
chaut cannot afford to ignore
Signs on rocks, and painted upon fences.
are worth something, but such signs will
not sell goods. They are simply supple
mentary, and that capacity have a right
to exist
Steriopticon advertising, in value, is
about as thin as the illuminated picture
on the sheet.
1t is impossible to give practical ex-
amples of circular writing l therefore
show in diminutive size two dummy
the first one supposed to be
very bad and yet, of the usual con-
ventional flyer style, the second, one
calculated to have some money bringing
in it,