The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1897-12-29
Southern Kansas Business Men.

| McManus OF Newton, dry goods, asks The
people TO help him end the year with 4
hurrah.
" Barnum & Co.. clothiers, Newton
speak of prices that please the people
and puzzle competitors
Facts and figures are very important fea-
| lures of an advertisement, but it doesn'
hurt them TO frame them in some senti-
ment
| When a flock OF ducks arises before a
hunter his desire is 10 shoot at the whole
! bunch; his sense tells him 10 fire at one.
I The experienced advertisers take aim.
| John Wannamaker says: Wreck waits
! the dealer who ignores competition. The
capital of the biggest bank in New York
wouldn't be sufficient to secure his sue
cess"
A piano dealer makes good advertise
ment by heading 1t as follows: "A chunk
of pig iron and big saw log; also a little
good varn,sh IS what we start with 10
build a piano"
Recent experience is said TO have demon
strated that full page advertisement deal
ing exclusively with some single ware on
which the price has been cut in sensa-
tional way. is very profitable.
ton, say: "A man with badly laundred
linen always feels as though he owes an
explanation and apology 10 all mankind.
Our customers never feel that way"
A continual ins.stence that discounts will
now" be given does not impress the read
er so much as 10 the cheapness Of the
goods as it does impress him with the sus-
picion that the advertiser IS exaggeratinG.
EFT in those advertisements where refer
ence is made 20 current events mot events
which everybody Is using. such as tAe
Klohdike craze but news. which IS cas-
ualiy interesting 70 the world.
No author knows how book VIII take
before 1t IS printed; no playwright can
foreteM the popularity OF his drama; and IN
the same way 10 writer of advertisements
ever knows when he is going 20 make
big nit, or when a poor impression.
Eiwards & Schumacher of Newton. say
this: Don't 81 around on a box or keS
when you can get the best kitchen chairs
for thirty-five cents" Ta.s VIII bring pso-
pie into the store. but none OF TIE people
VINO Use boxes and kegs. That Kind q peo-
Die do not read newspapers.
Newspapers are bought TO be read. The
purchaser values them for taaf purpose or
ne Would not buy them The oaly Use o.
A newspaper is the use OF reading.
fence board is used 20 keep cattle cut snd
Ia; X IS not purchased 20 h,e read. and TIE
sign 2aintef OF l. Is not Rad Neither =
the advertisement on a b!otter, because TIE
bio-tsrs principal use Is 70 dry manu-
script, not 20 inform lis possesSor. who 6o-s
Tot read what IL contains. who never vii
You cannot get people 70 value TIA, Ea.ch
tsey receive for nothing
The Boston Herald calls zfte-co1 % TIE
fact thai newspaper advertising vas never
-ors the natural ard effective method %
communicated between ta0se Tacm ycs
desire 70 sell 70 aa1 those Na5 desire =
by thar i : DoS. Il < easy 70 p5-ui OF
thoss Who are s8ccesSf1l II trass as max
.ng use OF {; n preference % tie circular
o. he hazEb5IL 4 Curious instzrus ass /
Ir,ssT oe-au acted = wAlcz a. aogertiesT |
s-.ploy@6 clergyman % rsconr lerl1 IA /
war II one O. ne preachers ss-Z1o1E. !
TIE frssarcs Wa - e1trzoTctEs-y fzsf The I
-5orfxe OF The man Sho 8oe<rtoox 70 Do i
re ssvz-tss.nz was really suspects. i
TEE uexspz3sr = Ire legitimate 6sia f5r I
advertising. ard lrn1sss s-rshly re z.asi e. 4
fe-tsve. Tee people krsS nat a rzaa AZ 4
10. purchase spzce s=sess NJ hzs sozefhirx +
70 say. sn1 tas rs1EaapsT has become re. 4
orsg a sslr.rto~y GO merchants. b1f a nd
rsezazn setz--, tss E38s5-be 5ssz5sser
zz5 lhs zsssEi-s<T-
TNu farmers ssss rnes 1ss-sxssnx trek 1
Ioea- szpsE- o1s la1s<at 4 h4d too uz1y /
ADVERTISEMENTS = = TIE oIAEE rex-e-. 1