The Scranton tribune. [volume] (Scranton, Pa.) 1891-1910, 1897-12-31
THE MODERN ADVERTISEMENT.
ochester Demoo,at ana Chronicle.

Rochester Democrat ana Chronicle.
Perhaps no department of IA modern
newspaper illustrates more forCibly the
changes in methods which nave come
about than the department of advertis-
ing, and this change Is more noticeable
at this season when the shops put on their
holiday attire. 1t is not many years
since business announcements We're rele-
gated to almost amy old place" In a
newspaper and presented in a form which
was void of attractiveness. In many
cases they were inserted largely as
eieemosynary patronage; as much for the
purpose of sustaining newspaper for the
general good which it was acknowledged
it accomplished in community. II was
of course natural. under these circum-
stances, that very little of advantage ac-
Crued to the advertiser, and the reader
accepted the advertisements as a matter
of course, according them little If any Sc
rious attention.
In recent years all this has radically
changed. The wide-awake merchant has
come to regard the daily newspaper as an
important factor i'm his business; he has
found that, when properly utilized, 1t
forms a direct means of communication
with the purchasing public. 1t is doubt
less true that this same public has been
educated to the poin- of relying upon
business announcements as n guide in
that expenditure of money for the good
things of this world which makes glad
the heart of the nurveyor: but that Is
simply another evidence of the value of
attractive newspaper business announce
ments. 1t Is certainly trle that the ad-
vertising portion of daily newspaper is
today scanned with grcut interest 10y the
vast majority of its readers. properly
prepared newspaper advertisements en-
ablos them To arrange for purchases. ana
make selections. with an enormous saw
ing in their own time and the time of the
shop people. The natural and ;itogc ther
Commcndable rivalry which exists in all
branches of trade stands out sharply an!
we'll defined in the modern newspaper dd-
Nertisnmcnt; and here again the pur-
chaser is at a decided advantage. 1t is
! an age of sharp competition. ana COM
modities of all kinds are sold on very
/ close margins. Sometimes fOrtuitOuS 2ir-
| cumstances warrant the advertiser in
| giving his customers the benefit of large
! purchases which he has been enabled TO
| make, or the advantages Of clearing
| sale. THESE and other bits of information
! are conveyed to the purchasing public
promptly, through the medium of attrac-
! tive and honest advertisements in the
/ daily newspaper with resultant profit
to both advertiser and purchaser.
! 1t is a grave mistake to assume thdt
readers of daily newspaper ignore rs
| advertisements. While the lives OF SO
| many busy men are so engr ossed that
| they are obliged to content themselves,
| ordinarily with glanCng through 'he
| headlines of the NOR" important items ol
! the news of the city and the world II
must be remembered they are NOT IN"
only readers. 1t is not discrcditing the
| intelligence of the fair members OF the
| busy mans family to say that they ARE
sometimes more Interested i'll learning
| where they can make their purchases
NithIeferpnce to economy and true value
! than they are in the movements ol the
| troops in the Soudar. The feminine MINI
is quick to appreciate bargain; ana IL Is
| bargains which the widcawako dealer II
| Ioverything-rrCm Il card Of celluioid col
lar buttons to IA seal skin cape or grand
/ piano--is seeking to offer. 1t Is through
| the attractive and conscientious adNer'
| tieement in the modern newspaper thal
| the mutual ADVANTAGE of both dealer aho
purchaser Is secured.