The Pacific commercial advertiser. [volume] (Honolulu, Hawaiian Islands) 1885-1921, 1896-03-14
SOME ADVERTISING NOTES
Good Reasons for PatrOnizing News
papers.
Various Items CuIIed from the states
Priccs-What Men Have Done
by. Advertising.


and efficiency every day. It used to
be speculative Yenture-now it il a
scientific certainty.
No man has reached the acme of
business success. Heights that we do
not dream Cf will be attained by TWEEN
tieth century merchants. / am one
OF those who believe that there is no
limit to the possibilities of human
achievement.
This is the frame of mind one gets
into after looking at such stores as
Wanamaker's in Philadelphia; SiegeI,
Cooper & Co.'s and "The Fair" 10
Chicago; BlOOmingdale's and Macy's
in New York.
The vast scope of such enterprises.
the magnificent system, the quick,
alert, business wit that it takes %
direct them-thOse give one confidence
IN future successes. Fifty years ago
such establishments were not dream
ed of. What will the next fifty years
bring forth?
These great stores owe their growth
to ADVERTISING the diffusion of
store news, for of what use were the
finest store and the biggest bargain if
people knew nothing of it?
Speaking of Bloomingdale Bros,
understand that during the first week
of certain sale they had, they spent
S15,O 900 for advertising and that the
estimated profits on the weeks bust
ness were $4,000.
Bloominghale's wasn't always a big
store. The brothers are both young
men. The business has been sbuilC
within twenty years. Built by judi
ciOus, persistent, truthful advertising,
just as any other business may be
built.
One man succeeds and another man
fails, and people wonder how it hap
pens. 1t seems sometimes to people
who do not think deeply that the
weaker, duller man goes ahead, and
that his more brilliant brother sticks
at the first round of the ladder.
Slight differences in men seem to
make all the wide differences between
success and failure.
In games of chance (?) the "bank"
has only slight percentage, but the
bank always wins.
Back of every result is a reason.
Back of business success are earnest
ness, energy, persistence, concentra-
ton. Between these and achieve
meut is advertising.
No man ever yet made q success or
business without advertising OF some
sort. Maybe he didn't call it adver
Using, but it was advertising just the
same.
Advertising primarily consists in
letting a lot of people know you are in
existence and what excuse you may
have for it.
When a man goes into bushes he
has some cards printsd, and when he
meets an acquaintance thereafter, he
pOkes out card and says: "When
you're down my way, drop in."
That's advertising.
The trouble is that you can't repeat
that operation often enOugh-persOn-
ally. What you can do is to put the
card, and the remark, more or less
deliberately expressed, into paper,
and have it handed 10 hundreds of
people all in one day.
Save money on your advertising if
you can, of course, but save it in the
right way. Cut off the little leaks
the programs, the bill of fare, the
directories, the wall charts, the pages
in souvenirs" Cut them all off
and your trade won't ever feel the
difference. Cut off the inconsequen-
tial papers, if you have to, but always
keep your ad. in your best papers big
enough to do your justice. 1t is better
to convince few people than to talk
to many.
You will always find that the best
papers give you more for the money
than any other media. 1t costs more
in proportion to produce 500 circula-
ton than to produce 5000.
Don't think one paper high priced
because the rate is dollar aD inch,
and another one low priced because
it is ten cents an inch.
Usually the more you pay for ad-
vertising the cheaper it is.
There are exceptions, OF course
they prove the rule.
The truthful advertisement is the |
one that brings business, and most
all advertising is truthful, just as
most all men are truthful, Occasion
ally one meets man who lies. That
sort of q man writes lying advertise
ments. They may pay temporarily,
but no permanent success was ever
built on a foundation OF humbug. !
Most of advertisers are honest. At
least they mean to be. Often each
one of half a dozen dealers will insist
that he has "the biggest and best
can't all be right, but that Is merely /
q form of words. Really 1t doesn't |
mean much of anything, either to the
writer or the reader, and so does no
harm-except that it wastes valuable
space in the paper.
Economy often defeats its own ends. /
Sometimes economy Is extravagant
Sometimes not spending IS more eX-
pensive than spending.
So in advertising. That is an econo- |
mical expense. I call it an expense
to avoid argument. It is really an
investment.
In q ten dollar advertisement, the
last two dollars pay better than the
other eight. Maybe an eight-dOllar
ad. wouldn't pay when a ten-dollar
ad. would. Maybe that extra space is
Just what the al. needs to lift it out of
oblivion-to make it prOminent-to |
make it pay.
Don't buy more space than you
need, but don't buy too little either.
BETTER buy too much than too little. |.
Better put an eight-dollar ad. in
ten-dOllar space than to put ten