Middlebury register. (Middlebury, Vt.) 1886-1937, 1901-07-26
GOOD ADVERTISING.
A NECESSITY TO THE TWENTIETH
CENTURY BUSINESS MAN.
announcement In Public Prints Is
considered the Best Way to Reach
the Greatest Number - Publishers
Cannot Guard Against Frauds.


a Boston business man who has q
somewhat diversified experience in the
advertising field makes the following
pertinent remarks on advertising:
Advertising is the dissemination of
business news.
There are many different kinds of
advertising, just as there are different
klhds OF almost everything else. There
Is good advertising and bad advertis-
ing, and my experience has taught me
that there is usually a good and bad
side to everything.
Good advertising is a good thing
1t is a necessity to the twentieth cen.
fury business man, and it is used bv
tue leadlhg merchants ana corporations
Wlth as much care and attention paid
to its requirements as is paid 70 any
other branch of their business. An
nouncement in the public print is CON
sidered TO be the best form of adver-
Using and some of the greatest minds
ana best talent in the country are TO-
day devoted to this important branch
of business.
because advertising is such n GOOD
thing it is surrounded with n great
deal of fraud and deceit, and many
GID takers make fat living by en-
gazing in species Of publicity which
it would be a sacrilege to define rs ad-
VertsinS, although they use the word
as cloak to play their games upon
the business public. In this respect
advertising may be classed with min
ing schemes. 1t is usually the very
good things which are subject to be
used as means to accomplish an un-
worthy end. The bunko man plates n
brick to make it look like gold. never
heard of an unsuspecting farmer who
bought brick got zip to represent
cake of soap. There are two ways of
appealing to the public. One is through
the cupidity. Another and by far the
better way is through the reason.
Every man or woman has some
cupidity, but they are apt to have a
great deal more of common sense. l
have found this to be the case with
the majority, although there are some
exceptions.
The modern newspaper sells its ad-
vertising space to any one who is will
ing to pay the price. 1t does not care
whether it gives publicity to the bunko
man with a gold brick or the honest
man with a worthy article to sell its
readers. The newspaper does not dis
eliminate. Perhaps it could not do so
If it would. \ publisher has not the
time to look up the reputation and ped
igree of the advertiser. He simply does
business on the theory that all ads
look alike to him Some publishers
have tried to break this rule and sur
round their advertising contracts with
a mass of conditions, etc. Their sue
cess in these efforts has been rather
doubtful. There is no positive way
to protect yourself against the thief
who has made up his mind to possess
himself of some of your chattels.
publicity which appeals to the Gu
pidity Is usually mass of lies. intend
ed to get a small amount of money out
of the many instead of large amount
from the few. Sometimes this kind of
publicity is quite profitable for a time,
but | never heard of a man who kept
it up indefinitely who ever amassed a
considerable fortune. This surely is
not good advertising."