Frostburg mining journal. [volume] (Frostburg, Md.) 1871-1913, 1901-07-06
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,

the Greatest Number - Publishers
Cannot Guard Against Frauds.
A Boston business man who has n
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
kinds of almost everything else There
Is good advertising and bad advcrtiS-
Ing, and my experience has taught me
that there is usually a good and bad
side to everything.
Good advertising is good thing.
1t is a necessity to the twentieth cen
tury business man, and it is used by
the leading merchants and corporations
with as much care and attention paid
to Its requirements as Is paid to any
other branch of their business. An
nouncement in the public print Is con-
sidcred to be the best form of adver-
tising, and some of the greatest minds
and best talent in the country are to-
day devoted to this important branch
of business
Because advertising is such good
thing 1t is surrounded with great
deal of fraud and deceit, and many
glib takers make fat living by en-
gaging In species of publicity which
1t would be sacrilege to define as ad-
vertising, 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 a means to accomplish an un-
worthy end. The bunkO man plates a
brick to make it look like gold. l never
heard of an unsuspecting farmer who
bought brick got up to represent a
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.
have found this to be the case with
the majority, although there are some
exceptions
"The modern newspaper sells its ad-
vertisinS 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 worthy article to sell its
readers. The newspaper docs not dis
criminate. 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 OH the theory that all ads
look alike to him. Some publishers
have tried to break this rule and sur
round their advertising contracts with
mass of conditions. etc. Their sue
cess I'm 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
cd to get a small amount of money out
of the many instead of a large amount
from the few. Sometimes this kind of
publicity is quite profitable for time,
but | never heard OF man who kept
1t up indefinitely who ever amassed a
considerable fortune. This surely is
not good advertising"