Evening star., 1900-10-13
SUCCESSFUL ADVERTISING
ONE THING FOR WHICH WASHING
TON BUSINESS MEN ARE FAMOUS.
Publicity which Brings n Full Meass
ure of Reward-keepfug Ever
lastingIy at 1t.

Written for The Evening Star by Alfred T. Marks,
Advertising Manager for w. B. Moses sons
Now that advertising has become pretty
much an exact science. and Is carried on In
a methodical and systematic manner, which
must and does bring results. 1t may be or
interest to Washingtonians to know that.
in the estimation of advertisers throughout
the country. experts who have given years
OF study to the subject-the newspapers OF
Washington print a greater portion OF good
advertising than do those of any other city
In the world.
BY good advertising" is not meant the
flashy display Of types which catches the
eye. but does not appeal to the reason or
hold the attention, nor yet the publicity
which Is sought In pages and half pages.
Much Of this sort OF advertising may be an
offense to the eye and leave a bad impress
sion on the mind-the result directly the
opposite Of that which should follow good
advertising.
Good advertising-which Is always sue
cessful advertising-is that which has
stcry to tell and knows how to tell it. Ana,
beyond all else. the advertising which
brings greatest results Is that which can
be we'll placed in the literature" class. II
appeals to the intelligent reader-it Is neith-
a five-rail fence which it Is necessary to
climb over or under nor light under
bushel. 1t attracts the eye in much the
same way as does a perfectly symmetrlcai
figure and appeals to the mind after the
manner of good story well told
Aim of the Advertiser.
The preparation Of advertising matter
which will make the same impression as an
accomplished personal representative. and
which gives the culture-stamp to the busl-
ness advertised. Is at all times the CHIEF
aim of the discerning advertiser.
Many a weil-thought-out phrase-many
I>-sIl ,~,vN1n ",
be credited to these workers in words. Lit
erary world-reputations have been built
upon less.
The advertising which pays large div-
dends Is that which creates In the mind OF
the advertisement reader an interest In che
artIcle or articles advertised. and which
presents the opportunity to own IL or them
at an outlay OF money which makes
prompt purchase worth while. The mere
statement that certain establishment car
ries a certain line Of goods Is OF no tmme-
incentive may make a future patron when
the need presents itself, but there's MEM
ory to reckon with. and it's uncertain
To Accomplish the End.
It's not always the advertiser who uses
large spaces who succeeds best Many a
three-fnch single column has brought re-
suits far surprising half pages. 1t depends.
of course. upon many things. Time Is
something. A three-inch advertisement
viii be read in one minute and IL Ii Is good
advertising will leave an impression. A half
page will Stagger the most courageous IL set
in small type and indifferently constructed.
On the other hand, many page advertise
ment will prove most interesting and influ-
encing, while the small advertisement will
attract little OF no attention and prove abb
solutely resultless.
Washington advertisers have achieved
fame abroad and success at home for the
reason that they have more nearly realized
the fact that the white light of publicity,
properly directed, creates and sustains and
increases the patronage which they invite.
Having built upon this foundation, they
have added success to success by keeping
everlaStingly at 1t, In season and out of sea-
son, making better advertising and more Of
it. until today it can truly be said that the
advertising columns of Washington's pa
pers are as eagerly scanned for the trade
announcements as are the news columns OF
the happenings Of the day.