The herald., 1895-12-29
DISPLAY IND CLASSIFIED
A Disquisition on the Way to
Make Business GO
THE ART OF ADVERTISING
Politics and Religion Play An Import
ant Part in II.
Views Of a Gentleman Who Ha' Spent ril.
lions Of Honey and Many Years
In the Business

carried one year ago-but the advertising
patronage Of other metropolitan journals
in eastern cities is on the increase, al
though but few, if any of them, can boast
of such remarkable strides forward in this
department..
Expert I'D. writing has also made great
progress during the past few years. Even
here in Los Angeles ne ,rly all the leading
retail firms have one man who writes
their big displays.
Sometimes the gentleman who performs
this d, lcate and important service is a
member of the firm, or he may be clerk
or bookkeeper with bright ideas and for
chile style in composition who, in connec-
ton with his other duties, attends to this
branch of the business: while several Of
the larger of the retail insti utions engage
the services of an expert whose time is
devoted exclusively to writing ADVERTISE
ments.
There is gentleman in Los Angeles who
has prob ,bly placed more advertising in
the daily newspapers of the United States
and Canada han any other person, living
or dead, and Notwithstanding the fact that
he ha come in contact with a class of men
the non-repu sable advertising solicitors
who are supposed to be strangers, if not
enemies, to modes,y, the gentleman in
quest on has not acquired the amount of
monumen' al, bornb-pro 1t cheek said class
of individuals are thought TO possess, and
bees not to have his name appear in print
On learning that such a parsonage was
quartered temporarily in the city, AID be-
! lieving that something OF interest, not only
I to the hundreds of firms and individuals
| ~, .,, Trr Inv, h,,r he,
public generally might be ELECTED, a re-
por er obtained an terview.
"What do you consider the best aOver-
| Using medium through which to reach the
public generally, Mr.. ," was the first
| question.
"Why, the daily newspaper, of course"
! "But how do you account for the fact
that a great many business men, whose
| Judgment is fairly sound on other matters,
resort 10 dodgers, circulars, fence painting,
, banners and the like?"
''On, they simply fail to give the subject
the same careful consideration they give
TO Other important matters, was the
reply. Now tor an instance you have four
daily newspapers in Los Angeles. How
many persons live here, do you suppose
who do not read either the HE HERALD,
Express, Record or Times?'
The reporter gave it up.
swell If were a merchant 1 would not
-
Try ing TO tell the story OF my bargains 10
any one who did not read daily news
paper" the gentleman con inued, "a he
took gu, pencil and began to figure on
the back of The reporters card. but here
is another impOrtant point in favor of the
ne spapcr | refer to the cost, the ex.
pense of all other kinds of publicity. Now
we will suppose. for the sake of argument,
that The HERALD prints on an average
l2.OOO papers every day. How much
won it cost to run ten inch double
column one ime in your paper?"
Again the intervi wer, who had never
toyed with The entanglements If rate
card 10 any great ex ent, was at a loss for
an answer, but mildly suggested ,hat so
cents an inch, or $40 for the space would
not be- far out of the way.
Every WE'LL" said the gentleman. I'VE
will take that for a basis II a m reliant
should order $4,000 circulars above the
size of such an adj the job primer would
c arge him-well, say 81 30 q thousand on
a run such as that would be-. This would
make the cost of printing $50 Then comes
$4,000 envelopes, about $40 additional.
Postage stamps"
pardon me, MIR. - interrupted the
reporter but you seem 10 have overlooked
the fact that such printed matter is usually
sent out by boys or cheap men,"
"Oh. that Anticipated method is still in
vogue out here, is i,' teen obsolete all
tlFtuktl tuo edSl IDT tudIIy d lODR udy.
Will he done away with on the coast also.
before long, you can rest assured,
lev ievel-hs sui v set of m neIei
in Los Angeles. They will soon tire of
WASH their ammuni ion in this manner.
But to return to the item OF postage. 1t
takes Sl2O to mail your circulars; to- al
cost, $40, against $40 for an advertise
ment in the II ERALD, and the res ults won't
be half as satisfacto from the circulars
as they would be from The twenty-inch adj
yer isement, to say nothing of the time AID
annoyance of addressing, 'tufflng and mail
ing. But this il not ALL II has been con-
coded, and also frequently proved by the
most careful calculations and experiments
that not less than four persons read every
newspaper that is circulated. just see
where you would land with the comparison
if you figured on that b iss."
The HERALD man could not solve the
couuudrum, tut asked:
"How about circulation, Mr.. -? Does
thai always COUNT"
"Most assuredly it counts" was the re-
ply. "But you ara touching me on very
tender spot. Circula ion is my hobby when
placing contracts, or has been. l am out
OF The business now, but many other things
unit aud are of the greatest consequences.
One is the class of people a newspaper
reaches; another. the sort of arlic es you
are advertising; still another, politics and
religion. Eli? You don't see how that
could cut any figure? Please let me ex.
PLAN. us
"Of course the merchant does not ques-
ton his customer about his church or how
he votes But this is what am getting at.
He would not advertise Bibles in tie Po-
lice Gazette, nor poker chips and playing
cards in the War Cry. See?"
The newspaper man saw and was silent.
"What about politics. MIR. -" he con-
tinued. after short silence.
swell, that is the most important thing
of a l." continued the expert, THAT is. in
some cities. Now, if were back at tho
old business and should strike town in
which there were three papers of one polit-
ical faith and but one of the other, l should
consider the latter of NOR. importance than
two of the Others for the SIMPLE reason
that l could in no other way reach the
readers of that particular party except
through that medium. while on The other
hand l could fairly cover the ground on the
other side of the fence by Using one or
more of The other three papers.
Again, an advertiser must pay more
money per thousand in some papers than
in others and should not Complain if he is
compelled to do so, espe culy If the in
stance is similar to the one just cited.
HE may pay on an average 60 cents to
rs cents for an article that reta Is at 81 :,
but occasionally he would make money by
purchasing certain things that cost so
cents or even 90 cents. Buying a6veriis-
ing space should be looked at in the same
light. Don't let it get away If its a good
thing. If it pays to reach one class of