Evening star. [volume] (Washington, D.C.) 1854-1972, 1900-10-20
ADVERTISING IN THIS CITY
AN EXPERT, WHO HAS EVERY REA-
son TO KNOW 1T PAYS.
Washington Merchants show Coca
Judgment i'm the Way They
Use Space.


Written for The Evening Star by Charles D. Davis.
Advertising Manager for Parker, Bridget q Co.
I'll never forget the first time picked up
a Washington newspaper, about three
years ago, which, by the way, happened to
be The Evening Star. a Thursdays edition.
As an advertising man my interest imme-
diately conferred upon its advertising col
unms. l was more than surprised to note
the number of columns devoted to this
branch. The point that struck me most
forcibly was not much the size of the
ads, but the great number of them.
OF course, L naturally arrived at the con-
clusion that buying newspaper space in
Washington was paying investment. 1t
did not take me long to find this out. The
results from my first ad for Parker.
Bridget & Co. was convincing.
Coming, l did. from one of the largest
and best advertising fields in the world
Phliadelphia-where one grows accustomed
to big and good things in the advertising
line. l. of course, looked for and expected
a much smaller field here. and would not
have been disappointed had the ad columns
of the Washington papers been one-half
what they are. On the contrary. l beheld
almost as much advertising in this edition
of The Star as is usually contained in a
Mondays edition (Which Is the largesD Of
even greatened when L beheld in Washing
ton Sunday papers as much advertising. l
dare say, as the Philadelphia papers ever
showed. Thus | became convinced that
advertising in Washington paid well. And
my conviction grows stronger daily The
Typography and general display of the
Washington newspapers are excellent and
may be classed with the best Display Is
q most valuable adjunct to good advertis-
ing, giving to it strength and effectiveness
High Standard.
AS to the nature of the advertising here,
I may say l think it as good will be
found anywhere. Much attention is given
to illustrations, which, of course, material
ly aid an advertisement If good.
Some few houses are still addicted to tho
Use of compound superlatives in advertising
1t is not good policy nor effective. Any
house con do more and better by the con-
sentative and conversational style, which is
free from thunder and bluff. Less of this
eargrating and Objectionable bombastic
method is employed here than in other
cities of like size in the Union. which
speaks well for both merchants and ellen
tage and is a blessing to newspapers
Tell me whom you go with and III tell
you who you are is no truer than show
me the advertising of a newspaper and I'll
tell you its character and nature.
l do not contend that the language of
advertisements should be free from dash
spirit and force, or that the sentential con-
struction should be finished to point of
extreme nicety, or that the rules of rhet-
oric and prosody should be followed to the
letter. But fiery flow of superlative adj
jectives add not to the strength of an an
nouncement. but rather belittles the goods
advertised, for such language is not looked
upon with any great degree of authenticity
Simple and Direct.
The palmer more simple and more direct
the language the quicker and surer will tho
cd he N the n
ton of the reader and the greater will be
his belief in the advertisement
The attempt to "barganiZe" everything
and to dignity the articles advertised by
the use of shrieking adjectives produces a
grutesqueness that is simply ahominable
Instead of giving strength it reduces it to
an empty hollowneSS.
| have been asked by several merchants
il too much advertising was not done in
Washington for its size. No. l reply. The
department stores and Quitting establish
ments tell their story daily to newspaper
readers here well as in other cities.
while the smaller houses advertise but once
or twice a week.
Specialties are strongly advertised in the
Washington papers, because the returns are
always profitable.
Pushing n business.
While it is true that merchandise and
food and medicine etc. will be sold daily.
people must have them. whether advertised
or not-yet one particular firm is more ag
sressive and progressive than another and
cannot be satisfied to plod along in the
same old way daiy--and too, this firm may
have the best in his line which would not
be generally known unless advertised in
some form or other. Then. we ask, how
best can | reach the people The answer,
through the newspapers. and the more one
dvertises-conservativ of course, and
within reason-the more it will act as
promoter of the highest commercial adj
vantage.
"Out of sight out of mind is true in
business as in almost anything else.
If you have nothing new to tell of-say
what YOU have said before, but in a diff
ferent way. Say it brightly and interest
ingly and 1t must be lifted into the light of
prominence. 1t is wise to advertise
The Star ms a Medium.
The merits of The Star an advertising
medium would force itself on the attention
of any careful and observant advertiser
from the mere fact that it is read by
great many women who control household
affairs. therefore making it medium for
successful advertising that cannot be dis
puted
The merchants in Washington are protect
ed to a iegree by the local papers in their
refusing to sell space to outsiders for fire
and wreck sale purposes and the like
which naturally have a demoraizing ef-
feet upon home advertisers.
Many papers have careless proofreaders:
thus frequently laughable phrases and
meaningless sentences are found in adver-
tisements. / am pleased to state that 7
have had very little or no trouble on this
point with Washington newspapers
Considering the subject of advertising in
the washington newspapers thoroughly
leads me to believe that from every stand
noint its treatment Is clever as will be
found anywhere, and the results as good
as may be had from any other papers in
this country with equal circulation.
The Chinese Government.
Ex Minister Angel in the Atlantic
The Chinese system Of government, 1t Is
obvious, has some marked weaknesses.
The emperor is indeed an absolute mon
arch, whose duty as the Son Of l-eaven Is
70 cara for his subjects He is assisted by