Evening star. [volume] (Washington, D.C.) 1854-1972, 1893-01-21


". A. Huneerford in Dry Goods Economist
Paradoxical, but true-advertising pays and
doesn't. Judicious advertising pays. Success
will come to all who have something good to
sell. have it interestingly and ins.ructively
written up, then properly displayed and con-
spicuously placed in the right mediums
1t is strange that business men, counted smart
and shrewd in other directions. know little or
nothing about the true science Of advertising,
for judicious advertising is really a science.
You may write excellent business announce
rnents and waste their force by placing them in
poor mediums. You NAV know the best me-
diums and then not be able to write ''business
bringing" advertisements. You may know the
best mediums and be able to write good bust
ness announcements. and vet not receive the
fullest returns possible through unattractive
display or undesirable position.
Test every medium you see. Secure its sworn
circulation, insist upon price consistent there
with. and test each medium for given time
with special articles or inducements readily
traceable.
Do not expect too much. and above all do
not expect instantaneous results. II such come
SO much the better. Advertising is cumulative
and, all things being equal, the results from the
last four months of year should almost equal
the first eight
Word your announcements plainly, honestly.
forcibly-talk in the papers as you would BY
word of mouth.
Underestimate rather than overestimste
shun sensationalism or any language calcu-
lated to lower your personal dignity, the char
acter Of your merchandise or the standing Of
your establishment.
Keep in mind that permanent results are
what you are aiming to secure.
You can make an announcement to the public
that will put thousands in line awaiting the
opening of your doors-but unless YOU give
them fully what you led them to expect it is
bad advertising.
The sole object Of advertising is to create new
businessmen customers continuously-to show
a marked increase in your business month after
month and year after year. Unless il does this
the advertising or the store is at fault
Right here 1t is well to remark that all the ad-
vertislng possible to do will not make business
continuously and permanently successful I'M
less the store is right-unless the goods are
bought right and sold close; unless legitimate
competition is met-unless the business 10 hon.
estly conducted, thoroughly systematized, IN
der brainy management, assisted by competent,
neat and polite employees.
1t is not a science or a secret to conduct a
business successfully. A man who thoroughly
understands his business and is constantly alert
to the requirements Of his patrons, CONNER
cially abreast Of the times has a little fore
sight. tact, enough common sense to be honest,
and Will advertise, can become successful.
study seriously this question Of advertising.
Do not permit your early advertising expe-
rience to be SO costly as to shake your conf
dence in its ultimate efficacy.
Go fast slowly.
Fight shy of all single issue mediums; that
is fair, entertainment and other programs and
systematically issued journals.
Be wary Of hotel blotters and registers. mans.
clocks, directories and thousands Of similar
schemes.
ANY advertising from which trade cannot be
directly traced il not the best advertising.
While it is advisable in many instances to prin,
catalogues, pamphlets, brochures. circulars,
&C., explanatory of your business or feature
or two, they are not necessary except where q
mail ORDER business is done.
Newspapers are absolutely the very bes,
mediums for advertising, and the time will
come when nine-tenths Of the advertising
money will 60 into them.
Firms are frequently judged BY their :usi-
ness announcements. and it is exceedingly i'm
portant that the "tone'' of YOUR announce
ments should be clean, clear and forcible in
order that good impression may be created
Ii you have not the time, inclination or talent
to write your advertisements place the matter
in the bands of some competent, intelligent and
trustworthy advertisement writer or agency,
Just as you would give your legal business to q
lawyer.
To sum up, buy advantageously. sell closely,
have system, conduct your business upon q
generous, honest, straightforward basis. keep
abreast of the times" make these facts known
through the newspapers and your success is
assured.