The gold leaf. [volume] (Henderson, N.C.) 1881-1911, 1895-08-15
SHORT IRLKS ON ADVERTISING.

"MOntey."
SHORT TflLKS ON ADVERTISING.
copyrighted by Charles Austin Bates.
People used to say, 'Oh, | never pay
any attention to advertisements; they
never tell the truth Now it ) different;
people do read advertisements, and they
believe them. Advertisers are becoming
more careful and more scrupulOusly
truthful every day. | know firm OF
advertising agents who also own a med
icated soap. said: as it really such
wonderful thing, and do YOU take the
care you say YOU do in making it." The
answer was:"Of courseit is n good thing.
We have seen too much of advertising
to be fools enough to spend money
pushing a poor article" Most all ad-
vertisers understand this nowadays,
and that is why it pays better than it
used to.
The best place to put an advertisement
is in the paper that ENJOYS the conf
dence of the community. | believe that
the standing of the paper reflects on the
advertisements it carries. There is an
other tn ought which never occurred to
me, but which was conveyed in a remark
recently liidue W lie ny MI NJ NJ tlii1dlii,
the advertising manager at Wan
amaker's. He said: "a sleepy paper
gathers a sleepy constituency. An alert,
wideawakc, progressives sheet gets readers
who like that sort of thing-or lifts them
to its level"
Wideawake people are the ones most
Influenced by advert:sing-progress
people, who are not afraid of a new thing
or u new idea; people who believe in the
paper they read because they have learn
| ed to rely on it. Depend upon this. If
the editorials carry weight, the ads. will
pay. Put your trust and your money
in that sort of Il paper.
OccasiOnly an advertisement will fall
fiat. The wise man looks for the reason
He doesn't say blindIy. "Advertising
doesn't pay II. looks at the condi-
ton of general trade, ut the weather, at
the goods and the price and the way the
ad. was worded.
This is certain: readable ad. in q
readable paper will be read. Probably
| not by all of the readers OF the paper, but
by a sufficient number to make the ad.
pay il the goods are right. No doubt
about it whatever. It's az sure as sun
shine. A cloudy day comes sometimes,
but it doesn't stay long.
The attention of the ladies is called to
q nice lot of beautiful new prints Just
received II. THOMSON.
Modern Newspaper Advert ising.
1t is not too much to say that the
development Of modern civilization has
been assisted by no agent so powerful
| as the newspaper; and the progress of
all trade, enterprise, and invention,
which has distinguished this century,
and more especially the last generation
has been accelerated by no means more
| etfecUal than newspaper advertis-
| ing.
The benefit that comes to a great
newspaper from its advertising is infin-
| itesimal as compared with that received
| by the advertisers themselves and by
the public. The opportunity to pur-
chase the publicity it affords is a priv
ilege which is one Of the most impor-
tant conferred on society by the growth
and development Of the newspaper.
Whatever tends to increase the cir
culation aud deepen the respect and
confidence in a newspaper, nures
directly to the advantage of the adver-
tiser.
EVERY DEPARTMENT OF TRADE AZ
FECTED BY IT.
Practically every department of trade
in New York which has grown to great
activity has been fostered, first of all.
by advertising. Merchants, not many
years ago unknown beyond narrow
neighborhood, have by this means
pushed their names and their business
into distinction which extends through
the Union and even throughout the
world. Little shops with petty trade
have developed rapidly into great
baZaars under the stimulus of advertis
ing. New methods of business, which
have Injured to the public profit, have
been made possible by its means. a
the dealers market has been thus ex.
tended, he has been able TO reduce
pr ces and yet he a far larger gain
because of vastly increased sales.
The use Of the advertising advantages
of great newspaper is really only il
the beginning of its development. Sc
far, it has barely touched trade a com.
pared with the extent to which it vii
be carried as business sagacity learn:
to appreciate its advantages, uuequalle,
by any and all other methods Of invt
ing patronage for nearly every depart
ment Of business.
THE LARGER THE ADVERTISER TIIy
LARGER THE VOLUME OF TRADE.
The art Of preparing advertisement
so that they shall attract attention aut
provoke interest is also greatly Improv
inc at thisItime. They are beginning
to be constructed with really admirable
literary skill. Their Typographical
appearance in the newspapers is mucl
, better than formerl Y. especially for tn
. advertiser. The advertisements hav,
become more than ever a principa
feature Of interesting and importan
information. Their value TO the ad
vertisers is greater than ever Will
= more than ever the public are lookin.
to them as guides in making their pur
chases and indications ofbusiness enter
prise by which they can profit. As
rule. in the retail trade more especially
but also TO a wide extent in wholesal
; production. the larger the advertiser
: the larger is the volume Of trade. an
). the greater the sum Of the profits