Wood County reporter. [volume] (Grand Rapids [i.e. Wisconsin Rapids], Wis.) 1857-1923, 1900-02-08
ADVERTISING.
Which Form Brings the Best Results,
Fence, Poster or Newspaper?

WhICn FORM brings the BEST heSuitS,
Fence, Poster or Newspaper?
John Nagle of the Manitowoc Pilot
has the following to say about adver-
Using and the best methods of reach
ing the people:
People are slow to notice change of
sentiment or rather of opinion, re-
garding certain things which owe
their continuance to the fact they had
once been useful, or were thought to
be. There is nothing as difficult to
determine the value of as advertising.
1t is an intangible asset and there is
no means of determining its direct
value. Results may show it. We
find that liberal advertisers are most
successful. But which is the cause
and which the effect Who can state
that positively?
People who expect Immediate re-
suits are sure to be disappointed.
Advertising gives reputation, business
standing, character and when these
qualities are fixed advertising brings
instant returns. A leading firm in
this city advertised d sale about a
year ago and the first day had to close
in the afternoon to clean up SO great
was the rush. A comment made upon
this quick result made by purchaser
shows that business standing is
necessary to make advertising effec-
tive. Why" he said, they have such
a reputation for doing what they say
that people will believe them even il
they lie.
Bus ness men have tried often to dis
cover the actual value of advertising,
but always failed and now are willing
to accept general results and continue
to advertise. The relative value of
different kinds of advertising is easily
determinable. Fence advertising is d
positive detriment. 1t is unsightly
and causes Il bad impression which
extends to the firm employing it. Its
unchanging face becomes a WEAKNESS.
Whatever bears advertising must
have value. The advertising matter
must be mplimentary to that which
it accompanies. Whenever sense of
prOpriety is violated antagOniSm is
created. There must be something to
introduce an advertisements. 1t must
be in company with that which has an
interest for the reader and it will
absorb a portion Of that interest.
knowledge of human nature teaches
us that much.
Dodgers and bill boards have fallen
into disrepute for the same reason
that fence and barn advertising has.
They are out of place and an otfenSe
to the eye. The neat hOuSekeeper, no
matter how angelic her temper, can
not repreSS feeling of resentment at
having the hall Uttered with dodgers.
They are gathered up quickly and
consigned to the stove, with a wish
that summary punishment could be
administered to the boy who left
them. The professional man who
finds advertising matter on the door
step of his Office loses some of that
sweetness of disposition born of the
parting kiss of his wife.
The bill board is perpetual Otfense.
1t is ObtruSive, impertinent, persistent
and uneSthetic from any point Of
view. But reasoning in the abstract
or from impressions made upon our
selves is unnecessary.
A successful theatrical manager in
an eastern city who employed various
means of advertising, recently pre-
pared slips containing a list of the
forms he used and had them diStri-
buted among the audience with the
request that each would check that
form which had principally attracted
his attention to the play and secured
his attendance. There were 100
marked slips and of that number 991
had checked newspaper advertising.