The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1895-07-04

Facts Which the Shrewd Busfnes
Man Should Never Lose Sight OF.

Facts which the Shrewd Business
Man Should Never Lose Sight OF.
Newspaper Maker.
A magazine or a paper which a man OF
intelligence is proud to have on his library
table is worth five or ten times as much,
copy for copy, as one which he gets rid OF
as soon as he can, after hasty glance al
its sensations. The force OF all this Is TOO
plain to be ignored by any shrewd busi-
ress man.
Very cheap papers and magazines are
usually. If not in every case, pefiodlcaiss
their better rivals bring, or be made equal
to the higher grade of publications without
raising the prices at which the INFERIOR
periodicals are marketed.
Extremely cheap papers and magazines
are cheaply written and cheaply made.
They furnish froth without substance, and
e there res is esS %
grade of better papers and finer magazines.
The cheaper publications are sooner ex-
hausted and sooner forgotten, advertise
ments and all. In every large city thou
sands of such little worthless sheets are
left street cars, thrown into waste bas-
kets, or dropped in the cutters after they
have been played with few minutes.
1t is doubtful whether the space in such
papers is worth half as much as adver-
the business cards placed in them are
wasted. as far as good share OF the circu-
lation goes.
ferior newspapers and magazines which rely
on their cheapness and f1ashiness for
patronage that their owners would make
thought that they could AFFORD it and knew
how, and that most of the readers or the
poor trash printed would buy higher and
finer publications If their tastes and circum,
stances were such that advertisers. could
hope TO profit much from them.
People buy poor papers o ana an poor maya aga
pictures, either because they are not able
10 pay for those which are better or be-
cause they have not sufficient . taste al and
Which is valuable and that which is worth
less or of small service.
IN either case they are of little value 10
advertisers, unless the advertisers sell
the ignorant.
From Art in Advertising.
1t pays to buy the best. If the public
would cut out this rule and paste 1t in It's
hat, and abide by its teaching, SO far as
ments in the world over unsatisfactory bar
gains; less regret, when 1t is too late, that
another make or another name had not been
patronized, or that the chance of saving a
few cents or dollars on purchase had led
to the selection of an inferior article. There
is not one Of US who has escaped an ex-
iRlfe. OF TINS A'n' some ''as ~ a'
Now this rule about buying applies quite
as much to advertising as to any other
commodity: the advertiser who goes about
looking for cheap experts" low-priced
artists and low estimates all round. is.
ten to one going to wish he hadn't. 1t Is
better to go to the right man at once.
You will know the right man by his bust
ness standing; by the success of his work
for other advertisers: he will be cheerfully
recommended to you by those whom he has
helped, and If his estimate is somewhat
higher than that of the untried expert
around the corner, better pay and save
money.
1t does not follow, of course. that lower
priced goods are invariably unworthy OF
patronage but 1t is a good plan to let other
people try experiments and for the rest Of
us to be on the side that we feel to be safe.