New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1898-03-17

Five minutes a day would be sufficient II Is I'M
poriant that the man at the nead sn9'u ,i Ln,
that the advertising the address the public. Is
made in conformity with his wishes under nls
ssnosnq Of his merchandise This being So the
proposition that the advertising Of a Well,ordere,d
esta Enlistment makes tho policy OF the business is
really correct Advertising is the pulse OF the
business the a hs SS is to say
toward the public who are spendns their money IN
small or large amounts the questions mas 10 De
carefully considered.
FROM IT THE MERCHANT SPEAKS.
The column Of the newspaper Is the merchants
rostrum II ls his pulpit. 1t Is his stump From
that ne addresses the public at large. From that
he speaks to his constituency. He speaks TO MS
audience. Advertising is the channel thIongn
which the merchant speaks to the people he desires
His advertising is the test OF his character II
have opportunity 10 Judge OF the truth OF me-
printed utterances day by day ihey VIII Ioi ~
their estimate Of his character. His character Is
a branch Of his advertising, and. therefore, II
must always be true. . ST., o,,
But if n is not going 10 waste MS money
in advertising. IT must never be stupid IL SnouI11
be put in simple and forceful languaEe. One VI
the most distinguished litereteurs OF me couh,ry'
addressing a class Of students AT one OF our toIe
most colleges In M s aG o. tbe English
language reaching all the way from me 3aVea
tsements TO the leaang eur m illustration 70
be presented TO this mass or learned youhI mn
who receiving the hiShest euuca'io" 0''"F'
This confirms an opinion that have very long
held that advertising hns taken rs pa nike Of
the development OF the intelligence OF ourcopntTy.
d"tran LIE evnIoitng of merchandise but char
acterIstic literature OF our times.
WHAT GLADSTONE SAYS OF 1T
PAUSE here for moment TO speak OF friend
Of mine who visited Gladstone. the Grand o,a
Man not very long ago. Before leave wouia
ia
like to ask you one question said my iIie"u
What is r?" said Mr.. Gladstone. Il want TO
know why IT Is that you have the American
editions Of the monthly magaznes th@t Puo"sh
subscribe for the English editions for my VIE abu
Tor the American editions for myself Why
Because | want to read the American adNtl.iSdns,
7 want 10 read IL for several reasons. II lht"IeSts
ne as Leadne, 81 iIYs,Iation. and it is one Of
my means for gauging the material Prosperity VI
In order to gain the respect Of an intelligent
lsh That cuts both ways 1t not only commailis
bni II eonveys it's sense TO the ordinary reader 10
the uncriticai reader the unsra ii nan can be
The matter OF ustratlon CONES IN The tine has
gone by when woodcuts made ny oarpehhtclS o WI
do for newspaper adyertsng ne nni oniv have
good English in his trade announcements: nut s6oa
BEEN aSGhed the @sra'iGns for
in the daily papers te noefer work II is sug-
pestiye in its artistic character II not in the moral
come 70 occupy very important pa.coee ana o6 is
entirely useless for man 10 experG ~ y, 90 bn
an adTersei rete hat our New-York newspapers
in5lqe in and then save so or so on an illustra,
Hon He had better have his illustration OF the
highest artistic character he can get ,,o,,. .,,s
There are many things we might say aoou' u, ~
matter O: Advertising following the idea OF iilu'
"a'i0n AS TO THE DISPLAY.
We cannot afford 10 spend our money on adver-
Using unless we have good typography. as 'o
suhiect matter of the advertising ought 70 De III
ood English and the illustration. II Illustration IS
ueed ought 10 be in good art. the printing ought
m no in good typography. It is best always LOT d
continuous advertiscr-and no advertising Is vIi nar
bic unless il is continuous--to use soo. uo'u ~;
lerble TYNE easily read but characterlsuc so INA.
whenever the paper is opened the reddei VII Ioness
at once that 1t is Joness whether ne sees hrac
name or not And If Jones has a literary chata. .
ter and a moral character, you VII De very HP'
r. SENS 10 be imagined that anybody can write
advertisements. It is extremely interesting 20. IA
man in my business TO notice the Cnaraovdi - - me
appcatiors that are constantly being maze 20 US
by people who Offer to write our
and dificult as the writing of the politica. ana
other subjects store 9n eT where there Is great of
merchandise TO write upon. one paragraph III one
Inc and ano bne6rs y b ce5aety OF an ordinary
newspaper writer. or any ordinary man
THE UNDERLYING PRINCIPLE.
fear that have perhaps led you to believe that
7 have an absolutely sure theory regarding adver-
Using I wish to say, in parenthesis' that many
firms get discouraged in their advertising because
they have not absolute facts. The underlying prIn-
ciple OF ii Is 10 formulate theory that Is founded
upon reason and common-sense. 20 apply tAat the
ory by certain methods. and then 10 treat II pre-
ciscv rs do the forces OF nature WIN reief,
ence 70 the growing of grass; the rain tans, ana
the sun shines the earth gives forth It's chemical
rropertics and the grass grows think the anal
ogv IS almost perfect We cannot get the cheniis-
inv of the human nature that makes advertising
az obeolute success But formulate our
theories and when have made sure OF their
- under these Influences. business grows and Is
nrnsDerous IL IS due the controlling system. but
the advertising is the dynamic force that Vltailzes
all the rest -, - .... .-
,alk with ANYTHING better than the poem that
points the way TO success;
Early 10 bed.
Early % rise.
Don't get tight.