The morning news. [volume] (Savannah, Ga.) 1887-1900, 1893-11-28
ONNIPOTENT ONENESS.
Tie Condemnation Of COnglOmeratiOn
in Advertising.

soidation and Concentration in
Publicity-By Nathaniel c. Fowler,
Jr., Doctor of Publicity.
Copyright, 1893, by The Trade Company.
Boston.l
One thing at time, because there s
not time enough for two things at a
time.
The economy of religion, politics, and
business focuses its strength into one
concentrated point that by its oneness it
may stand in the majesty of single
identity
The man who thinks he can do every
thing is the jackass of all trades. No
man can do two things as well as he can
one thing. No book or play with more
than one leading character has ever
gained public approval The business
man who can sell goods as well as he can
buy goods is a mighty poor business man
both ways.
The strength of success is the oneness
of it.
Two lamps do not appear to give twice
as much light as one. One might as well
mix soup with his fish and live upon
semi-fuid hash as to attempt to say more
than one thing at time, do more than
one thing al time, and advertise more
than one thing at time. Two good
things are not twice as well appreciated
as one good thing.
A nail squarely hit on the head, and
well driven, will hold better than ten
nails bent in the driving. One point re-
t.
gotten.
The advertisement which tells every
thing about the man who advertises, and
as much about the goods he has for sale,
interesting as 1T may be to the advertiser
himself, and those in his employ, is weak
dish-water to the reader.
An advertisement of shawls in the
same column and closely connected with
q similar announcement of window shades.
allows the window shade argument to de-
tract from it, and itself detracts from the
window shade argument.
People like to buy something which is
especially advertised. They like to feel
that on certain day the great speciality
is window shades, or shawls, or some
thing else, and that they can expect on
that day something extra for their
money. This is an age of specialties, and
regular goods must be advertised as spe-
cialties to attract special attention.
When it is necessary for a firm to ad-
vertise a large number of things at the
same time, these articles should be di-
vided by lines, borders, or intervening
white space, so that each article will
have an identity of its own, and not be
mixed up with other similar or dissimilar
articles.
The woman who desires to buy some
sheeting will read and be guided by an
advertisement which is all sheeting
when she will pass by an advertisement
which speaks of sheeting, hose, blankets,
handkerchiefs, and other things.
While parlor stoves and ranges are in
the same general line, it is far better to
advertise the range in one advertisement,
and the stove in another, giving each the
full identity of itself alone, rather than to
combine them in one general advertise
ment. n-..
An advertisement, besides advertising
only one thing should attempt to make
but one point at time, for one point will
be remembered while a great many points
will be forgotten, and too many points
allow each point to handicap the effect
and strength of all the other points.
There are cases where description
must be given, and there is no objection
to it, but the descriptive matter can be
set In type of reasonable size so as to
allow room for the largest heading
the greatest display, there being sufficient
argument or interest in the heading and
and the opening part of the descriptive
matter to make the person read further.
if he be possible customer. The adver-
tisement can have all the advantages of
brevity, and yet contain a large amount
of descriptive matter, because the adver-
tisement can be practically in three parts
an attractive heading, followed by a
short argument in large type and com
plete in itself, both preceding the descrip-
tive matter.
Appended are anumber of headlines, all
calculated to be somewhat unique, and so
far as l know, entirely original Most of the
headings would look better in double col
umn space. have surrounded them with
borders, not because it is necessary. but
IN this limited space | have to throw them
into prominence, when larger type in
double column will do it without the assist
ance of any border or shading. Headings
should be invariably set in very plain
type. Gothic is always acceptable, An
tique not at all objectionable, and such
letters as De Winnie, De Winnie Slope,
donaldson Slope, and any other sloping
letters, and very large Roman, can be