New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1898-02-26
THE ART OF ADVERTISING.
A PAPER ABOUT IT READ BY NJ NJ. oi'hA'
AT A PLEASANT MEETING OF THE
RIVERS ASSOCIATION.

The first semi-annual convention OF the buse's
Association of America was held ut Hardmah nan
No West Ninctconth-st., last night buyers io' Wv
leading department stores Of the city were present.
as well as 4 number from other cities. Inc o'.''''
Of the association are: Martin Roman. PRESIDENT
A. L. Walcott c. T. Adams Leopold Lo"ehs'e,'
and John II. Boyer. vice-presldents; George ''e' H.
Johnson treasurer and J. A. kraus. secretary
President Roman called the meeting to ORDER anu
made n short address. The other speeChes "O''
scattered through musical programme anu VIZ.
The Buyer Past. Present and FUTURE ny H. W.
Meyer; THE Buyer and Seller, by D. H. N"'es
"Thc Resident Buyer by T.. NJ Sos,man, anu
"Iov TO Advertise a Department Store. by NJ vi.
Gillian for many years In charge OF TINS part vi
n department stores business for John "aha-
maker.
Mr.. Gllams was the speech of the evening" ana
In the course OF 1t nc said
THE advertising of "A department store must
come from Itself that Is the pith and kerhel OF 'he
whole thing. The credit for the success OF s'e"'
department store belongs its head, ana justly
but like the general OF army he has 10 nave
subordinate officers and soldiers. and the WORK Oh
all these tells | much OF my success 10 '"e
aid of nv buyers 1t has been said that on account
Of my universal knowledge OF everything thd'
went to make up the stock Of the store. 1t was I'M
bossble to deceive me- That IL nonsense. may
know a little more than the average man. ou,
have always depended on my buyers NO one
min can know all the details. and the secret Oh
success lies in choosing good men TO attend TO the
different details.
"A spirit of confidence must exist between '"e "u
vertiser and the different department heaus'
used 10 submit my advertisements to the DIFFERENT
department heads for revision. but found they
passed over so many errors that adopted the
system whlAb is now generally IN vogue OF .e 70
ing the diNeent heads OF departments 10 na"e a.
written statcrAcDt Of the goods they waii'rn au n
vcrtiscd This was very successful. for the reason
that while a MIN will pass over an error WIG"
reading he is very unlikely to write one. ,or
lin presenting goods in an advertisement ,a'or
the couversati Onai style as though taihlrs w az,
Individual and ! object to the use OF Dig - ~, vi
fireworks II is as " one shouted IN cohEtI ,"tloh
The little things hike pins spools or thrtad, 80
should be carefully. attended to. People are prone
TO tudce the entire store By little things ana me
tendency OF Managers generally Is to neglect the
little things for the greater. ,.. .,o,,,, In
whoever wri;esl the advertisement should should, De
ljeve what he is wrting for enthusiasm hegets en-
thusiasm and confidence inspires confidence, Ill, IN
presenting goods I'm an advertisement, the shipper
and terser the wording the better Always seIect
a tvpe easy to read and don't say TOO much
",rha hest ADVERTISING medium is the daily news
paper and Every day and changed every day -
NV motto for would as soon print old news as old
Advertising