New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1898-11-26
"TDEAS ~ ADVERTISING.'
LECTURE BY F. H. MORSE
FIELD OF THE NEWSPAPER

FIELD OF The NEWSPAPDf
paper on Ideas in Advertising" read be-
fore the Eastern Commercial Teachers Association
al the Packard College Yesterday by f. ". Morse,
principal OF the Morse Business College. Hartford
Conn. 1t was in part follows
OF all the methods Of practical publicity that I
have tried, and | have tried good many. ] find
the results. People read the daily newspapers for
the sake Of getting the news; This means the
Of business we'll the OF politics
and An advertisement is business news and If
Used
Go into any town or city in the United States
Will hear the universal expression. II see such and
such paper says" They don't say. Il see that
such a circular or such a magazine says but they
point 10 the daily paper as the up-io,date medium
by which the newest knowledge is disseminated.
papers OF your section. whether The space is pre-
ferred or takes the run Of the paper. is good adj
II by your own composition or illustration The
what It was ten years ago II Is an art. and com
petition has made IL so. once was the tire when
a border in the paper around a certain advertise
ment was something practically new Now borders
can be seen around almost any advertisement They
have become so common ;hat "ad" without A
border is quite as uncommon in some papers as
one with. on the other hand. Illustrations have
be new In order to make your "ad' attractive
YOU should use them Don't use ITEM though sim,
drop them into any advertisement. regardless OF
their fitness An illustration should h. something
more than an eye-catcher It should accurately and
nicely illustrate that which YOU wish 10 have made
palmer than the mere text makes IT, Just as pict,
ures speak in all languages. so they speak 70 All
the educated. Then. too. they compel ne memory
TO retain the argument presented in the text,
Now having mapped out your space and decided
upon your argument and Illustration your next
OF much greater value II It is the words Of some
quaint saying that by continuous use has in Itself
become well advertised. This saving. however, as
well as the statements which follow H. must be
pure truth. They must be honest nrieht an, ana
words. and cause them 20 read smoothly and right
into the sentences Of the body Of the 'ad" II YOU
haven't time 10 M an illustration 70 your "ad
then resort 10 SMILES. but make your idea plain
Now, SMILES are hrst-rate thing TO use IN . al
vertisng. but you have 10 look around WY ca car
fully TO where they are going 10 strike You
have 70 look on them on all slds some h 9i sn S
scrbed as Queen Anne in front and Mary Ann
behind" They look different from different poin's
Right here let me say that the day OF superlatives
IS past and yet business coleses INSTITUTIONS WhcI
are supposed 10 he The most progressive ana up,
to-date are using the word best and the word
same character though these words We're JuSt
coined Don't say your college IS me nes, coz t
ali means don't say that your school is the only
school because people are better educated IMAM 20
swallow these statements. If your college Is the
best. say in your advertisement why II IS me pes,
it IS the largest. tell the people what made J, me
iaTgSs YOU with Tf"t use of ee
ana be very careful at that how you use IT,
vertisne is the bes, stil believe too many people
sion right there and look 10 that only for trade
Newspaper advertising to be effective must ne
backed RICH. up in the strongest way. Yes IT must
he hacked up in many ways. When an angler
plans for q successful days fishing. he not only
sends out ahead Of time and bats M tho GROUND
but he follows II up later himself with more at
tractive bait and SIN later, when he gets hsn
on he gives his personal attention TO andlhg mn,
safely in his boat Newspaper advertising should
simply be construed as batting up me sround;
II should be looked 10 only TO attract customers 10
your place of business either in person or ny et
Ia
FOR YOU should receive your most careful atten-