The daily morning Astorian. [volume] (Astoria, Oregon) 1883-1899, 1894-03-23
THE ART OF ADVERTISING
Novelty is the Key to Suecess-Be Original
and Your Fortune Is [Dade.
. o Q .

n OES advertising pay? You are ofte
puzzle over this problem. Some
times you think it does, and then agail
you are not certain.
There are days when an attractive ad
vertisement just packs" your stor
with trade and inquiries come dribblini
in for month afterward for article
advertised that day. But some day
!. the advertisement seems to fall fiat.
is on these days that your faith grow
shaky, and if you do not doubt the util
ity. of advertising you blame the card.
If you write your own advertisements
and lose confidence in yourself, you hat
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 it 300 times in succession. 1t
takes a clever head to do either. He
must see the store side of the advertise
ment and the customers side of it, 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 it's 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
flying overhead. The harvest time for
expensive merchandise is at best but
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-grea in their
power of attracting people. They were
full Of business, even though they lack
style"
The kind of advertisements which
would prove a success for one store
night not do at all for another. even
hough in the same line of business.
md perhaps located right next door
rhe capacity for knowing his audience
must be innate in the writer; so must /
he business sense. c
Remember there are other stores, Just f
$ good as yours, who. sell at equally o
Nv prices. Your only advantage-and =
is yours If you take it's to have !,
etter advertising than they. This does =
OF necessarily mean larger advertising
more costly, for it is not the size of T
lie space that tells. but what is said ty
nd how it is said that attracts notice II
nd excites surioslty. ~ ~
If you cannot spend $1,000 week in nc n,
lvertising. spend $500. If you cannot tn
END so much, spend slOO, and if your Al
lsiness will not allow more than $40 to CO
~ stl
so invested, spend that Do not saw
ere is no advertising except in
rye way. One might as well say that ps
fve-cent package of seeds from the 70,
rist will not grow as well as the same N,
ID bought in bushsl quantities. Have wo
Cd seed and plant it in good soil, in co,
Ter words, write good advertise or,
nc and put it in a good paper. Ten etc
lars in The AstOrian win pay for 100 siD
's of display advertising. nonparell wit
asuFement- One can do more with con