The Somerset reporter., 1897-07-01
Points on Modern Advertising

Though nearly every retailer nowadays
spends more or less money for the pur-
pose of advertising his business, it is re-
markable fact that not enough attention is
paid to the channels or method of adver-
Using. In looking over the newspapers
| from various parts of the United States,
containing advertisements of both little
and big concerns, it is only occasionally
that we find an advertisement which bears
the marks of thought and careful prepare
ton, both as regards the literary and
! typographical aspect. II is an established
fact beynod question that the man who
writes the advertisements for his store, in
order to get the best possible results,
must be thoroughly oonversant with the
/ goods to be advertised as we'll as with
the best methods and channels OF adver-
Using The art OF writing advertisements
and arranging the strong points is more
easily acquired than the knowledge OF
properly and forcibly bringing to the no
tiCe of the public the values OF the mer e.
chandise offered. Sensatonalisn in ad-
vertising has absolutely lost its value.
The successful advertisers nowadays are
those who state facts clearly, briefly and
interestingly. Successful advertising
must have its inception in the buying of
the goods offered for sale. Unless you
have something to offer worth me- ton
ing, it is just like burning your money to
spend it in printers ink The reason so
many men have made advertising a fail
ure is because they have never had any
thing to sell worth advertising. There is
not more intelligent public on the face
of the earth, nor one who more quickly
discerns the true from the false, the new
from the old, brillianey from mediocrity
than the American people And you can
not force their confidence with few
smart sayings; they apply the test Of
time to the value of your statements. 1t
is we'll to bear this in mind when project
ing new policy of advertising.
The successful business IS that which
mixes with its advertisement writing fl id
that rare and much desired matter to
which a famous painter. when asked the
question by an admiring friend, with
what do you mix your eoors?n referred
when he answered. "Brains.n The sureSt
way to do bad advertising is to wait until
the last minute before the paper goes to
press, and when the newspaper man comes
in for copy, say to your partner, manager
or head man, -" What shall we advertise
tomorrow And you decide then and
there, without much thought or care
The result naturally cannot be very satIs-
factory. Advertising should be planned
some time ahead 1t is good policy to
plan your advertisement from one to two
weeks in advance, according to the con.
dition of your stock on hand or in transit
OF course, your plans may be upset by
unforeseen conditions or circumstances,
but that is a rare occurrence in we'll or
ganzed business 1t IS of the utmost
importance also that the goods advertised
should be in your show windows on the
day of advertising.
Many people who see your advertise
ment in the paper will pass your store,
and seeing the goods in your window
will be reminded again, and very forci
bly,, of the special values offered, and
will have the ado inducement of
seeing that which they have read about in
the morning or evenings paper.-Ameri-
can Cotton and Wool Reporter.