The Portland daily press. [volume] (Portland, Me.) 1862-1921, 1899-05-06
to buy junk and another who had collins

From 1900 to 1895 the progress wa
gradual, but there were symptoms tina
augured an awakening In the papers o
1885 may be seen few outs or pictures o
more advanced type, Now and then
an enterprising clothiei would present I
man attired in an ovsr,oat that looked al
though 1T was made q sheet steel. II
served the purpose of tte period. however
and the man was supposed 10 be nattily
DIRE ssed.
In the same paper my be found thu
grim old man who Is srpzsing, with &C
companying lines to exilan that q GER
tain oatarrh remedy woildrelieve him of
his afliiction. Then there IS the woman
whose oachinnations viii b remem bered,
reclining in an upholstered chair and
laughing. This was ~ because some
dentist who employed lsuhing gas could
extract teeth without pdn. The seed
man employed pea pot. be peas there
in representing the Letters Of his name,
and the railroads ran stu and stuffy
looking train of cars atthehead of their
time tables. This, mini yu, only four.
ten years ago.
And now for the era 4 tb double page
ad ertiselnents, repletew it pictures, of
many pages. of "small Sis., sorted and
classified the era Of wmamnd her bar
gain counter.
SOME ENORMOUS FiURES.
One Chicago firm spent LIT year for
advertising the enormous surof $3.50. 600.
Several other firms spent dung the year
more than $500, 900 each, audit is esti-
mated that ten State street rms alone
spent last year an aggregs total OF
s.. O0O, 900. Such amounts areot thrown
from the window, that the fiji man with
space to sell may help himse The ad-
vertiser is out for profit, ande man he
deals with must deliver le goods
Shrew, tar-seeing specials are In
charge of the advertising dettments Of
the big stores, and the platg of their
business is done with an saccAcy OF sys-
TEN that admits of few iristes.
The modern page adj is uilt much
as the contractor fashions lex BULL
ing. First comes the fbuDtion. The
space to be used in paper determined
upon, and then the heads oDle various
departments are informed q they will
he allowed SO much represetioD. They |
know that in this space = must set |
forth thsir most attractive rgalns-the |
one, two, or three articles At VIII at
tract the eye of the reader, bring GUS
toners to the store. %
These department. manfs turn their
copy In TO the head of the feritsing de-
partment in the shape which they
think 1t should bs printt The adver-
Using manager. being cold Dlooded
man of few theories, orally differs
with them. A word chad here and
sentence shortened there ms much to
his praoticed eve, for advertisement.
like the actor, who woumagnetize his
audience, must be free f. the little i'm.
Projections that, thougbVlal In them
selves, amount to a q deal In the
whole.
WORK OF AlSTS.
Then there comes theestion OF cuts
or illustrations. Times when an ad
vertisement manager vh ponder over
a catalogue of antiq VA tlectrotyp.s in
search of one that bordne resemblance
to the article he mustFertise L ose
were the days when II grew old before
their time. Perhaps wanted the pic.
ture of summer giatired In fluffy +,
white 1t was not the The cut OF
base burner would Ply answer, and
another furrow of took Its place
along with the othert MS brow. The
advertising managerpday Is without
such woes. He has trticle which is to
nictorially appear ite "ad'' sent to
one of the house art--and the artist
does the rest
The big store artii not a painter. ,
He is not dreamed Is simply man
who can draw wi en- and ink on 6
white paper anythi bt is set before
him. Maybe he haner heard of the y
masters, but in an cribly short time E
the sketch is finish a ready to go to
the etcher Then one the mechanical q
work-the several hgld tedious tasks a
that end only wheEhiewspaper lad" d
"cuts" and all, areine hand of the
re der. b
The preacher, olsa convert, must n
plead with the siuerAs this is true r.
the advertiser mus dizzy his wares TO n
those whose brslnss buy, and buy I
intelligently. Hw ould woman's f,
shirt waist ''ad" lol monthly de- u
)ted to the interdt Qortsmen? quite ii
the same, perhaps abe "ad' Tor ii
shotgun would lo'k icook DOOR, Inc II
Intelligent adveriseltoday has mas "
tered the problem of right thing IN S,
the right place. aid Is why tne news
Paper IS the medium whAch ne Calls !,
a,,a,t;on +o his w,r,at are essentially ol
for home consumpti tt
The philosophy obs is PLAIN. Inc -
head of the family man OF me honss II
reads his paTer huy, apsorps lro -
the heat lines t "a; news lie Il > no II !,
time to read in det.nd is of 10 his :. :.
work. PERHAPS hey glance at the 81
INytA "a -