The daily morning Astorian. [volume] (Astoria, Oregon) 1883-1899, 1894-03-17
oEs advertising payg You are often

There are days when an attractive an-
yertisement just packs your store
with trade and inquiries come dribbling
in for month afterward for articles
advertised that day. But some days
the advertisement seems to fall fiat. II
Is on these days that your faith grows
shaky, and II you do not doubt the util'
ity of advertising you blame the card.
II you write your own advertisements
and lose confidence in yourself. you had
better employ some one who makes ad.
vertising his special business.
To write an original advertisement
every day in the year, on the same
never-changing theme, is very much
like taking ten yards of dress goods and
making a new and entirely different
dress of 1t 300 times In succession. II
takes q clever head to do either He
must see the store side Of the advertise
ment and the customers side Of 1t, the
one as clearly as the other. Unwise ad-
vertising can pull down trade and ex-
haust your finances more rapidly than
good advertising can build up the one
or add to the other.
Think of house which, In the busy
season." when everybody is buying cost
ly outer garments, wasting its advertis-
ing space on three cent and five cent
notions, often not mentioning their val
liable stock once in whole week. 1t Is
like sportsman who wastes his am
munition on sparrows when ducks are
flying overhead. The harvest time for
expensive merchandise is at best but a
short month or two The cheap, little
profit stuff, like the poor we have al
ways with us. If an advertiser does not
possess business wit, along with literary
ability, he will never make a success of
his calling. We often see advertise
ments without the slightest literary
merit, written in faulty English and set
up atrociously, which nevertheless are
great advertisements In their
power of attracting people. They were
full OF business. even though they lack
style"
The kind of advertisements which
would prove success for one store
might nob do at all for another, even
though In the same line OF business,
and perhaps located right next door,
The capacity for knowing his audience
must be innate In the writer so must
the business sense.
Remember there are other stores just
ns good as yours, who sell at equally
low prices. Your only advantage-and
II Is yours If you take it--is to have
better advertising than they. This does
not necessarily mean larger advertising
mr. more costly. for II is not the size of
the space that tells, but what Is said
and how 1t is said that attracts notice
and excites suriosIty. ~
II you cannot spend $1,000 week IN
advertising, spend $500, II you cannot
spend so much. spend sioo. and II your
business will not allow more than $40 to
be so invested. spend that. Do not say
there is no advertising except in
large way One might as well say that I
q flve-cent package of seeds from the Z
florist will not grow as well as the same t
seed bought In bushel quantities. Have v
good seed and plant 1t in good soil. in c
other words, write good advertise c
ment and put Il in good paper Ten e
dollars in The Astorian win pay for 100 5
lines q display advertising. nonparell "
one can do nore With c
100 lines in The Astorlan than with 200 a
lines in most other papers. because al h
line In me Astorian means generally a v
inc OF type. whereas those papers v
which are printed in larger types a line 9
4 advertising display type win take sp v
NO 10 ten iines of spAce VI sTsn 11osv. Ia!