The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1898-02-13
Southern Kansas Business Men.

When you have an advertisement vhich
can be read quickly and bears ne impress
sion Of having been constructed slowly
you have about reached the ne plus ultra
OF advertisements.
All reading Is largely a habit. But read
ing matter can be found ia such a LARGE
volume today that only the man who tells
something and tolls 81 well and plainly
can expect attention.
In the news department ~ a paper there
IS a maxim which every reporter knows:
ITO tell your story IN the first sentence"
j. can be used effectively IN advertise
ments Don't hide your subject ia a tcr-
. bose Introduction.
4 40 style ~ type has yet been invented
IN which an advertiser can create suthu.
SLASH over his stock OF goods IN t~o
inches space = man who o. enthusiastic
. in everyday lffe II. above all. prodig9I.
and an advertiser can not work Up su'uu-
slasm without a seeming prOdigauty %
space.
u is worthy ~ renen ORANGE that when
a merchant has rsahy thrown a oorarnu-
nifty into Juror of eSCitsmant over err.
tain bargains his inclination Is 90 Dc mod.
est abou; g. And that nodss-y expressed
IN an Advertisement eErssss.ns thanks 70
a ~cfuunify. renders the community more
enthusiastic than ever
The longer an advertiser uscs ths news
paper. the greater becomes his respect fer
the general Intelligence % the public.
That intelligence Ia 80 great that Il
r.r!ves % decide on TIRE veracity Or faI-
s!ty ~ the advertisement from ths tone
IN which 30 iH written. n really diFlcuIt.
but not Impossible task
You DO not give your rs-Fpsper afv~--
tIsemeuts away People have 20 Bay
newspapers and part - their pgrrhaas -
yagr advertisement This 10 another rea-
son why time ard care should D. put On
ar advertisement % make - worth read
t.g and tI.e enhance .rr -at.e ~ ere
newspaper Vbich contains g.
Tho late George Ia AsFa.ss said q
Joan Leeta go sa.res r.ate hF znaf
he has 20 ssy THAR ~ kia manner - say
INK Be- hs.. t--r. +s -ttrE tta- ffft
g. the bert fhl-z r. fse tao 20 shine hy
81 you can rot nhine - both TIE sane
-.rr..lf-.e .r...r "a. tf tarre
30 shire 81 ire s1bstarce. ths style ~iH
take care 81 ltse.E
a SeH york advertiser makes fris sisz-
aest.5-- Three oars eorsututionaF
ulI prove AZ a1esrtsEsoszs 81 y01F pocset
as 20 yosr bosB-f .our wa4N ia from
store - store. ean.gaTi1E TslsFE-' a stsg
l. aEllEr #a1 Hf fHze + ftsfa ftsf-sf.rE men
enc wafkl-r ia silg1erT ~ Fl92py - %
f-rke fhsru directly i1 ths newspapers -
sere s.srfioF 90 fss "c9uztffsslonal
I; IL s@rf rot 20 get roo near che tore
~ .at s1Ft - a- a1Tn~fiseseert We
e. 70, sEs.ee- aGT nonsT 1sf - osr s-ss-
.rssa Ts are eor1gsfing b r1sreiy for
.re 5erea- ~ --r SEE s.se re-la
away uith a arsza preraisrs - order 20
n8sos psegis - reifegs - . sae bar
Sen y y0s CO sos 1AEt tha F1oas ss-o
30 70 ere colEtsr ard receive saver d.
sr froEu ths cashier. . take Aoraa f..r a.
-ngarsa 20 teeth Ca
TIE pr1Eirator & SIRE a,szsrffsisz -
NJ. s.iKEins. q Io-eoa. 3 drsxgss. sna
5Drs 2oznfef 70 fafsut r2e.3esres wa,
q sliEziSsT as bla sss. aazsssee-~st
raes .a large letters uyea riacaras ets-
rs-zss6 - s angie alEsE gver sa-h araff-
~ ra-facss = bsAnx watis efsras,oass
sirdeE a-sfters. efc n f1s r-z-.fr~
sAen tArss we're Stscorssad. ,h@~s -.
,ss1zisr rurlcsitT asd Gf-riAf l..sts rssf4-.
- rassce ~ - woys 20 I'D 80 rsartl~-
sr af-EEii.a .rsafsG faT bs4t rstno-..
let~za - asa sass had isssene-s ,a--
-f1of. afs g oe-9f1s SAFE - fssss -
are -. annearc5nF shat s.tFxf-s go.
- 3aFenfrs - trss a3ssssf.f saastesr.
lss sssEE s1assrt-,Sf hsslfh ss.tsz a.
- ss-s-s4as s2@sls@ss." slG-