Richmond dispatch. [volume] (Richmond, Va.) 1884-1903, 1896-02-09
The Art Of Advertising.

The development Of the art OF advertis-
Ing during the last four OF FIVE years has
been very remarkable. The newspaper
advertisement has changed radically both
Ia form and character. 1t is no longer a
bald and dry announcement Of private
business, to which a great part OF news
paper readers gave no particular atten-
ton. but has become an interesting
feature Of the journal That compels every
bodys observation.
This Is because the advertisements or
all extensive advertls r. are now prepared
more carefully and skiliully with regard
TO both their literary construction ana
their typographical display. They are
better written and they are more artistic
IN appearance. They present more attrac-
lively and strikingly the peculiar features
and advantages Of the business or articles
advertised. They give Information ya1u-
able to the public in form and a manner
that make II readable also. Advertising
space Is costly IN all newspapers ln which
IL Is worth while to advertise. and con-
sequently such business announcements
contain only the words necessary TO pro-
duce the desired impression. There IS no
redundancy In them. Every word - made
10 tell; and therein Is the secret Of the
most effective writing. The expression OF
many Of these advertisements nowadays
IS so far picturesque that they attract the
reader simply by their literary art. In
typograp hical form, too, they are made to
command attention. 40 reader Of news
paper can pass them by. They force them
selves on his notice and he is as likely TO
read them as any other Of the contents OF
the paper.
The result IS that the names and sltua-
ton Of New York business-houses which
are large and regular advertisers In the
leading journals are better known TO the
people than many of the most impor-
tant Of the public buildings, and their
fame extends throughout the Union and
even reaches 70 foreign countries. 80
tar as mere publicity goes, they are the
equals OF the statesmen and generals OF
the widest distinction Everybody knows
Of them and OF the departments Of trade
ana manufacture in which they are
engaged Strangers In town visit the r
establishments from curiosity, II not
also with the original purpose OF making
purchases. Residents here who formerly
gave little or no heed TO business adj
vertisements are now guided almost
wholly by those announcements IN buy
ing supplies.
At present there is much complaint
among small dealers with a merely
neighborhood trade, that these great es-
Adjustments are drawing away their
business. OF course. II is so: but the
reason why sucn concerns are monopo-
liking trade is not that they are using
any unfair means TO absorb the patron
age of their petty rivals. They have no
monopoly Of the method by which they
draw 10 themselves the trade formerly
distributed among great numbers OF lit
tie shops. There IS no secret about the
cause Of their vastly larger volume OF
business. The way to II is open TO every
body else. The profitable distinction they
enjoy was secured by advertising. Except
for Il. every one OF them would now
be doing a comparatively and even an
actually petty trade. Their names would
be unknown beyond n limited neighbor-
hood, ard by a small number OF Gus
toners. Their gain, also, thus obtained,
has been for the public advantage, for
the concentration Of business. brought
about because Of the distinction secured
by advertising, has tended directly 10
the lowering Of prices. They are able
to conduct their vastly increased bust
ness with a much smaller percentage
OF cost. Buying IN great quantities, they
can buy cheaper.
1t Is useless. therefore. and it is con-
trary TO the pubic interest, 10 attempt
20 resist this tendency 10 concentrate ton
and absorption. The houses that secure
anne for their business by conspicuous
and persistent advertising will go on alb
sorbing the trade Of their competitors
who do not use that means Of obtain
ne publicity and distinction. That Is
Inevitable aud II Is irresistible.
The present very interesting and strik-
ne revolution in advertising methods IS
therefore, only the beginning Of a devel-
opment which will produce radlca
changes in the business world. The ad.
vantages offered by the wldely-circulated
and Influential newspaper as a means Of
securing publicity for all business enter
crises are only beginning TO be appreci-
ated. and the art Of advertising has only
lately begun to receive the careful cultl'
walton its importance demands.