Rock Island Argus. (Rock Island, Ill.) 1893-1920, 1897-06-19
ART OF ADVERTISING.

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: ART OF ADvERTISIMe. !
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Utiiize, Ut3asSf
Aacus ads Z yoo soeM rise;
Busy wing. n.zss busy hveA
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You can soon become known bv
advertising in the newspapers. and
You will soon be forgottSn when you
withdraw your ads. Perpetual fame
belongs only to the continuous adj
vertiser. -Exchange.
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Advertising 10 . art, and. like all
arts. every man who practices It
coiors il with his own individuality.
That 10 Why only the most general
rules can be given. and cieeum-
stances make even these general
rules inapplicable in some cases. The
only rule that will 1t ali conting-
encies IL: Use your common sense
and judgment on the case In hand.
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MAN wants but little here below"
This focts won him fenoWn;
While woman wants . lot of things
And wants them all marked down.
Chicago Record.
An ad that doesn't pay may NOT be
money thrown away. II it's your
first. last and only I'd. or II it's your
only I'D ON that particular subject,
or in that mediums, and no returns
come in. Of course your money has
been wasted. But many an ad that ap-
parently doesn't sell . dollars worth
Of goods may do many . dollars worth
Of good. Il may bring q hundred peo-
pie within q foot Of buying. The
next ad may bring them all to your
store, and it may be further from .
good I'd than the frst one. It's q
long time from seed time to har-
vest, and there must be much Guilt
walton between tines.-Exchange.
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It il . great advantage for an ad-
vertissr to have some ono speciality
with which his name can always be
connected in the public mind. Al
most any advertiser can pick ont q
special thing In his business study
IL thoroughly-make ana effort to
outclass al competition in that par.
ticulsr line and acquire . reputation
that will give his name prominence
in his own and adjoining communi-
ties. Try Is ON some article and
make yourself the leader and 40
knowledged authority ON that par
ticular thing. II you do It and I'D.
vertise, the public will soon recog-
nice You.
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Did you ever stop to consider how
much more dignified . newspaper
Advertisement 10 than many Of the
other forms resorted to by those de-
string publicitye It il . we'll known
fact that the largest and most suc-
cessful advertisers Of today first fix
the appropriation for Newspaper ads
for the coming pear. and then map
out what they contemplate spending
in other ways - . secondary eonsid.
eration. And again many Of these
same houses that use nearly every
Newspaper Of any size In the country
issue newspapers Of their own. TAX.
ing the general form of . local pa
per, with . local head, - the
'.Rock Island Visitor" or some
such other name, and therein
tell the virtues of their goods
This latter fact alone demon.
stratss that these men Who have
advertising down to fine art REQ
ognise Newspaper - the most po-
tent factor for the spreading Of in.
formation in . community. These
things account in . large measure
for the phenomenal growth Of the
metropolitan papers In the last few
years. Without the increased pat.
ronsgs the enormous Sunday edi.
lions could never b Cotton ont. and
the ever increasing size and eharac.
ter proves that the advertising in
vestmsnts bring certain returns TO
those who tell the world what they
have for sale.
a business man il not the most
pStient creature in the world, HI