The Wichita daily eagle. [volume] (Wichita, Kan.) 1890-1906, 1899-04-02
Southern Kansas Business Men,

An advertising manager tells merchants
| in The Chicago Dry Goods Reporter:
| Talk in print you would I'm person. -
| That is one OF the hardest things 10 do.
| Sometimes the sight OF a pen is enough 20
freeze the individuality. and there are few
who can talk even in letters 10 friends as
naturally as they would by word Of
mouth. The natural style. however. is
not very affecting; but II is worth cult
waiting. Once gained, 1t is very easy and
very fetching; but as rule it is only got
or strictly speaking, developed-by
practice.
With an abundance Of attractive type.
with expert compositors to build" an
| ''ad.' and 10 put on the typogra phical en-
| bellishments, and, finally, with a big cir
culation which takes the 'ad." into thou
sands Of homes. the newspaper is the
| most effective means that the merchant
| can find 10 attract the public 10 his store
| But an observant friend criticises the
dictum that a geographically attractive
/ advertisement is the most efficacious. and
! says that It was in the leaden casket that
| Bassanio found the portrait Of fair Portia.
/ That is true, and certainly all is not gold
| that glitters; but that was an occasion
when a successful selection by those who
| sought the prize depended upon the haz-
I
not want his patrons to guess. lie wants
them 20 know. and the more attractive
/ the way in which ne tells them Of his
| goods the better the results.
Some one has said that trust worthy
goods and trustworthy words about them
are two of the cardinal principles Of adj
vertising." The observation IS altogether
true. The public is always inclined % be-
lieve in advertisements which make roa-
sonable offers and promises. and the wise
merchant can no more afford 20 put other
than trustworthy words IN his announce
ments than ne could afford TO cheat his
customers by giving them worthless
wares. When a tradesman has once gain
ed the Confidence Of the public he would
be the most foolish of men II he should
attempt to palm of poor wares on his pur-
chasers or make claims about his goods
which he could not substantIate. The
progressive and successful merchant need
not, and does not. resort TO such decep-
lions. He appreciates the value - the
public's confidence IN him. and Therefore
keeps trustworthy goods. ard iu ai@
bright and interesting advertisement
trustworthy words.
Untidy stores and slovenly store keepers
are not suited 10 these times % keen com
petition and exactnR buyers. This Is
notion that is now widely accepted. as the
order and orra nseutatior in even small
shops amply attest Nestness. brightness
and color attract even the most indlfer-
ent. and he would be strange mortal
who could not see some beauty even iu
the CLINT Of a tlnted bead Trave.ers re-
count that in Chins and Japan there are
windows fitted with mot1~r-of-7 pearl and
tortoise shell. which temper tae heat ~
the summer and nj. ;he apartments which
they illuminate with meil1Wed AID varied
Euez Color ard order are as pleasing iu
store ss they are fitting and attractive
In a home ard even though the dealer
sell only potatoes and f4rn4Ds "a neat ~
~augeneut az baskets and "a few leaves
or Spries o. green are sEfe 10 make taf
commodities more attractive and 20 81
crease sales ~ ~ che great emporium
where innunerah3e objects are 0TFre3.
the opportunities FOR or-a Fnentat'er aye
almost endless snd patron Dow look ~
p-ettIness and taste il the arrangement
q wares o. every sort
Edison has announces -hz: ~ e work
inz on a device by Ehrca ~ s~n5 photo
graphs by Nlre. Several geaE ESQ ias
idea vas crudely developed t1t tsa s7-
pzrstus usaa Vas Gun oersooue ana a--
wis.diT. aad IRE results obtained uaTe ~
M ues1s safiFfacferT- A &w York
r. wsps pr tF1e1 - atl.tEH tt.e .ee4 a8rtET
ire recent var Tlfa Spain. 5as fhe ex-
r.erizneri Ess = failure. NJ E6taau bo~-
ever. with as chaeacssriEsic rsrns4srzzce
ard hLx con6eeuce tn RE oxa aall1T 20 &C.
ccrp.tsa great aesieF-s 1zs1ts. has 1asea
- ths i5ea AID I'd view - sfs u.zrTss1Br
s-vsat.1rs ir fke domain 20 sasctr3ersy
r-er- - reason 20 s-er~ tsst - aT
eventually kgccesf 3r FsfiseH-s oerssr--
erce zad se.f-ca-asencr zre uor-zv ~
ernulzrior uet oaly ~ I@Eentcrs Es sg
every merchant z safe ffcoea uz
ire iced - advertisers. feeF -a- azwssr
see innUeSlztr Tsrgrns t4eersr--a ans
z0n6ess phssssr after sI 81 s-f.ss c,-s- .
ee=ners- = 81 T1r persls-rrsf. Discreet srd 4
tu-e4tEc1t stsertiser zno nsTer ass shese 4
oela1s. 10 ccntisofs 81 advertise So 49,
seu pegs awag a. ass tassr.flsre. az5 gre 4
n3Ehesl reE1lte seaard -aa ega-ta - as1