The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1896-01-05

about all this sort OF advertising distinct
from the advertising ITSELF Of sufficient
interest to carry the load OF advertising
that you put on its back; otherwise II Is al
most invariably Immediately thrown away.
The calendar has been used as an imple-
ment OF advertising 10 such an extent that
a calendar must be much more than a mere
calendar 20 make II good advertising; that
IS II must De particularly handsome call
endar The ordinary adult does not care TO
have his walls entirely plastered with these
reminders OF the unfortunate feetness OF
time. II he gets seven or eight he will pick
out one or two of the prettiest. and the
rest soon find their way back into the pa
per nils to be ground up again. By far
the best advertising calendar is the one that
not only has handsome design, but
special design that particularly fits your
individual case; one in which your adver-
Using Is worked in as an integral and artis-
tic part OF the general design. To take a
handsome calendar and lug in your adyer-
Using by the heels is TO spoil both the art
OF the calendar and the effect OF the ad-
vertising OF course. a special design means
increased expense. but it is well worth 1t
where you expect to distribute any consid-
cradle number.
THE BEST METHOD.
All this special sort of advertising, by
books, circulars. cards and calendars. really
requires fcs successful results special adj
vertising man. one familiar with the gen.
eral subject OF advertising, a man fertile
in ideas. OF artistic temperament and suf-
ficienly acquainted with the work OF the
printing Office and the art Of TYPOGRAPHY
TO know how to get the largest results for
the outlay OF money. To advertisers who
DO not employ a specialist the daily news
paper is by far the safest and most GER
tain method OF reaching the public. It
should not be difficult for any intelligent
man who has lived for any time in a
community to know just what papers will
best serve him as advertising mediums. 1t
isn't at all necessary 10 examine the books
in the newspapers counting room or to
get their affidavits on circulation. A pa
per that you read yourself and that you
respect, that your neighbors read and re-
spect. and that you know to be widely
read and respected. you can safely rely
on as a satisfactory medium for reaching
people of your own kind. You can easily
tell from general observation what papers
reach the great. comfortable, purchasing
1nlG0le class, what paper catefS 10 the Opu-
lent few and what paper is most widely
taken in the humber strata OF society.
Ordinarily the newspaper that is most wide
ly taken bv the average well-to-do citizen,
who is neither a millionaire nor always
looking for job. is the advertising medium
that you want. There are in some of tn.
large cities some weekly society papers
so-called-whieh before the advent of the
speciai Saturday Sunday editions of the
daily paper cut some little figure, but these
special editions Of the daily paper have
OF late years almost entirely usurped the
former field of the society weeklies, with
the effect of greatly reducing their circula-
ton and their value as advertising med
diums.
In general way, If you don't want TO
waste your advertising appropriation, avoid
all schemes presented to your attention by
plausible strangers and shun all publica-
lions concerning which you know nothing
except what you may be told by an urbane
and voluble solicitor. The advertiser who
sticks to the solid. substantial and infuen-
tial papers and fills his space judiciouly is
as sure OF getting returns as the boy who
clubs a loaded chestnut tree the morning
after frost. JOHN p. LYONS.
Copyright, 1861