The Washington times., 1894-04-07
How Much to Spend
In Advertising
tculnIrs AUSTIN RATES IN "rRArss u

That is a question which 1 am frequently
asked. The last inquiry was put in such a
way that feel sure the answer will interest
many others besides the inquirer.
He states the case this way: 1--WE have been
spending 81, 500 year for advertising In the
two papers We use. Last year We did a busi-
ness Of about $4,000. During December
We spent about $3.50. or at the rate Of So, 900
year. Now, the question is whether it will
pay US to continue at this rate or not?''
We will suppose that the gross prof. on the
goods sold is % per cent. that this Is the dif-
ference between mere cost and selling price
irrespective OF expense.
As matter of fact it will cost about the
same to handle and sell $4,000 worth of
goods as to sell S1s5.0Oo, SO that if 81, 500 ad-
ditional advertising will increase the sales
more than S10,0 coo. there would be a gain in
profit. II less. a loss.
On the other hand, it may be 81, 500 harder
to sell S1I5. 900 worth in '94 than it was in 93.
Ii sales will drop $4,000 with the regular ad-
vertising. then it would be better to double
the advertising and keep the sales at their
normal figure.
Advertising should be considered the same
as medicine and should be taken as needed.
In the case stated I prescribed as follows:
Take space contract OF say 10000 lines in
each paper. to be used at pleasure during the
year. Then keep close watch OF the sales.
Make schedule Of last years sales by days,
weeks, and months. and enter against it each
days sales as they come this year. Make
each week and as far as possible, each day
answer for itself.
II you see on Tuesday that Mondays and
Tuesdays sales are going to be less than last
years, put a good. strong ad. in Tuesday
evening and Wednesday morning papers. and
keep up the treatment as long as it is needed.
That's the rational way 10 advertisement
the way to make it pay.
Don't merely occupy your "space." Don't
buy advertising by ''the spaces" buy it by the
line or the inch.
Don't say that you II use three inches double
fer year, but make up your mind to beat
last years business If you have to use twelve
inches double.
Business is as susceptible to good advertis-
ing as the human body is to good medicine.
You don't say: Now. I'll spend $50 for doc
tors bills and medicine this year. and no
more" Not bit of it. When you get sick
you don't dicker with the doctor at all. You
say: "Get me well rs quick as you can, and
you take your medicine like u little man with
out inquiring the cost.
1t costs something. of course, but it can't be
helped. 1t doesn't do any good to grumble
about it. The question is whether you want
to get well or not
That's the way business and advertising
should be considered.
Don't understand that mean to advocate
unlimited and promiscuous advertising.
do not. any more than I would advise you to
fill yourself up with patent medicine when
you don't need it.
Judicious advertising may mean two inches
or two pages. 1t is bad to use too much
space. but it is worse to use too little.
And space isn't all of it either. What YOU
put in it counts for great deal, and how you
put it in for great deal, too.
First-Have something to say.
Second-A place to say it in.
Third-Say it in the right way.