The Republican. [volume] (Oakland, Md.) 1877-current, 1898-11-10

WI
Mr.. Bates past experience in adver-
Using is Il sufficient guarantee that he
knows something" about what he is
writing of. The edition is limited to
five hundred copies. 1t is full of good
sound business advice to advertisers,
ahd should be read and reread by ad
vertisers and prospective advertisers
as well. We have selected at random
few of the pithy paragraphs, which
we believe will be interesting to the
business community and a guide to
those who are about to branch out
and to those who already are num-
bered among the merchants of Oak
land:
advertising is business news
1T is of more account to the frugal
housewife to know where she can get
certain necessary commodities at a
less price than usual than to know all
the troubles in Siam or Alaska"
1.-THE news (advertising) should not
be allowed to grow stale with repeti
ton in the same old way"
IF you can only advertise in
small way, pick out the best paper in
your territory and spend all of your
advertising money in that. Don't
scatter"
at is continuous effort that pays
in advertising, as in everything else"
People are very forgetful They
have to think pretty hard to remem-
Der the vice-presidential candidate
two campaigns back, and yet he was
pretty well advertised at the time
THE best paper in a community al
ways brings ample returns to its ad-
vertisers. The best paper covers the
cream in any section"
1T will do 40 good to advertise some
thing nobody wants. Find out what
there is demand for and advertise
that"
THE best place to advertise is in the
paper that enjoys the confidence of
the community. believe the stand
ing of the paperirefects the advertis-
ing it carries"
Depend on this. If the editorials
carry weight the ads. will pay, Put
your trust and your money in that
sort of a paper"
Dull times are the times to put
forth the greatest effort and the most
money"
The very fact that only few mer-
chants are wise enough to advertise
in dull seasons makes ii all the more
profitable for those who do
Advertisements won't work mira
cles. They won't sell ice at Green
land nor snow shoes at the equator. -
Dull season advertising must be
considered in two ways, as advertising
and as insurance-insurance of bust
ness, insurance against loss Of trade. 8"
Every advertisement should tell
the why of something. If the price
is low-why? Give a reason for every
thing"
IF you can't take time to attend to
your advertising carefully better cut
it down. Cut off the parasites. Cut
off the novelties, programmes.
Cut off the paper that is too cheap
to be good"
"A good advertisement in the best
paper will do more good-more in
proportion to price-than anything
else you can do"
There is always a best paper in
town"
Don't ever let an issue of the pa
per YOU are using appear without
your advertisement. The day you
have your ad. out will probably be
the day on which somebody will look
for it, and, not finding it, go to a
competitor
The newspaper goes right into its
readers hOuse-it goes in and sits
down with him. 1t is on the table
when he eats and in his hands while
he is smoking after the meal. 1t
reaches him when he is in an APP
proachable condition"
If you haven't money enough to
buy two big mauls, only buy one; use
only one paper-the best-and make
the space big enough to be felt
BE sure you are doing enough in
the best paper before you think of
adding another"
advertising should be freshened
by frequent changes of copy. The
advertisement should be changed,
and if it costs little more, it costs a
little more, and that's all there is to
it. 1t will pay to pay the charge"
"A bad advertisement in u good
paper may possibly do some good: a
good advertisement in good paper
will always pay. A good ad. in poor
paper is sheer waste
1T isn't such a hard thing to write
good ads: it is mainly a question OF
taking time enough and giving the
matter the requisite amount of