The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1898-05-02
Southern Kansas Business Men.

/ \ boast e = very strong thing with
facts TO back 70. and the weakest thing
! Ia the world when II has no substaatiG-
/ tion.
I In an advertisement where ali the type
I IS big there Is no big type apparent 40
companylng lltle type Is what makes an
I effective display.
/ supshod advertisement writing Is dons
in the belief that the inteiligsnos OF the
public IS small ard II Is ignored resent
, fully by the helf-saIns public.
Now. OF al times, "a sxazRsration Qua
OF place With battles inmlnent on land
and 80. a special sale Ia = store oAn not
rishualiy b. called An extraordinary
event
References 10 the writer IN ard ahvsr~
tisement do no good Ths fsot % TIE bus
inesz IL that references 70 anything. sx-
oept the occasion the goods. aid M
price DO little good.
Those In an establishment an lss4 20
SEQ that Embellishments dszsoSraron.
For that reason 10 man should ever re-
cline on the deception THAI bis store IL
as perfect as he can make =
4 raerchsnt may announce 20 hfs clerks
that any cne Of them Eolug b. wAE vi1
have h. s.acs reserved for him This -
a patriotic act Eut = a not az al
verusefnert. The public may be pl.~@sd
with the patriots personality. B8t that
does not mean thas tks public viii bay
his goods
An advertising authority IN speaking q
his arr says. -TE= question s. always:
How can the attention - TIE TssuctAnt
and the interest ~ tas la1 TaTsnt b COM
maE.dedg' Command implies the pons@a-
sion OF rrastsrfuI qga!tsa- Tie Afvsrtis-
ins tha; takes - orders from these f.
the sorf ta4t wins fhe as.t-
There ara advertisers VINO think a EoO6
sfyis rather = 6etrifaent ia a. zdvsrfiss-
meut. bas he LsthFzSy Digest remarks.
cod style Il c.ezE thinking without
tbis. there can 30 70 style worth sAE-
.rE. win s.. tie ssyls ems q itssif-
The style thai ootz4es q ilssaf - rot DalT
bosae 20 - good. bsi - ne rairtsEs q
clear fhegEht * is bound - bs s1sczss
Ia tfads slnalnE
IN a6ernzsing tie UasvsrualiEt Wsuan's
Ellszncs So Ee~ York rsosstT Ers Ii
tHer Sklna az-c- - ezaeurial e4Eafe~.-s
between false and ira Journalism - 80
r4y 10 w3sca ms rsoDfd % sTsnts e pace
"a bafors re pulse ere. Tas tlaefsucs
anG &C. = npt corena6 - ths nE1s paEes
. . reNs9asa~- Acce=z1y - - llzsl1rtasat
~ aevsf'izing a. 20 Fesorting &1fsrs-
t@aa attracts. eKtr@TssSacs a. szrs-T 70
9elE
- Wa Toz1-z wp-sas 80 asse. rs
da-y press ~ fse RAG EllrTpr lzfe ~
re i1sgE sscA CAY sE5 So rs F-ssIaz
sr.oH- Zbs ssss.ss zss fEasV clEsl4-
ras- fary. for greater sgrstarrg fazn tAts
ia1Ts coTs1 re- D. 5Eg~afsr. IS naT -
~ 81 atass Mirrors. w1--aa % caaszl4t
iae Ga4-g Eaea fszE ga-ases e. tas asas-
- ser. TEE usfscaan. SO eDes 20 get
s1rssratere i. tas sze~szstef IL s1EarlnE
+s Elanees - Ezz1re4s q fsss4azass q
,sir sTsA
zae Nsr fairy has ~ he~. wlfbost
slz1e aGsrrra gaasss 81 eza-eaz srzss
boz e las eF9-Est s1ss= - rs,Ff ss.fslss f5r
aa-ss - 80 aats lesn s.scz 30 s-zs fss-s
f-4rs. ~ iEsfsEcs. hAve Ess - sosorn al
- s5sa 50 i2s sstFzoste sarsa. -. -
laza4 s@zens ar a. rarA = 5000
seeseaiE 49, az sss eo-tas ~ ssrar vs.
l.zz D. zzasfslas e Ea@Esg asl-
~ - AE teg ~ a1E sa-
rHa- ~ are as snx fH-.a-
-ea rrrers ~ es sssaEss-1a i szsy
-4ss-sa las Gepas.-gzz sFzs@