Cañon City record., 1902-08-07

during te last few weeks, have con-
vinced him that the business men of
Canon City are not unapprecistive of
the efficiency of printers ink. both as
a means of retaining patronage al
ready possessed and as an agency il
the attraction of new trade. A
I Perusal of the generous advertising
of their wares in the columns of the
l local press is proof positive of this
I statement, and indicates an enterprise
and up-to-dateness to. which their
prosprity should in large measure,
at least, be attributable.
Money spent in iudicious news
paper advertising is the best possible
investment a man engaged in mercan
tile pursuits can make, preliminary to
An increased bank account.
If displayed in the proper way, it
is a salemsan that never tires and
never quits-one of which com
petitor cannot rob and one that works
while you sleep. 1t is the medium
through which the community is
made to know what you know and
profess about your individual business.
There are two kinds of advertising
the kind that pays, and the kind
businesses that survive in despite of
the latter, which tends to make ad-
vertising such complex problem.
4 prerequisite of good advertising
is absolute honesty in every state
mpnt, although, IL u concaivabler bv
sale OF an article without merit, but
such prosperity is necessarily short
| lived. Furthermore, to shoot over the
heads of your readers is money and
space wasted.
To tell all you know in a single
announcement, is like firing at a
grizzly bear with scattering charge
of birdshot, while the same load in
one bullet, properly directed will
bring down the bear. BY this is
meant that a merchant cannot adver-
tise, effectually, overcoats and shoes,
for instance, in the same breath.
The argument will be no stronger than
/ its weakest point, no matter how
much time and thought may have
been bestowed upon its production.
The proper person to supervise the
building of house is the architect,
the proper person to run a locomotive
/ is the engineer, and the proper per
son TO make suit of clothes is the
| tailor; when it comes to advertising,
! however. almost any person about the
place is considered capable of attend
/ ing to the job. Sometimes it is the
bookkeeper or clerk; more frequent
| ly it Is ''the head of tn, house." al
ready overburdened with detail work ;
or it may be the dress parade member
of the firm, who may devote couple
of hours week to the subject
Advertising is becoming an exact
science, and to successfully compete
in the rivalry for trade, the hook
keeper, the clerk, the boss, or the
dress parade portion, must give place
to some quiet individual, who has
time to think, untrammeled by the
care of accounts, or other duties
foreign to the topic under considcra-
tion.
Advertising is the art of telling
the story of what the commercial man
has to offer the public in the way of
necessities and comforts of life, in the
most convincing manner.
Sometimes an illustration helps,
and again by the same token, it de-
tracts from the force of the ad. To
state the proper thing at the proper
time and before the proper audience.
is the fundamental principle in all
good. successful advertising. But to
do this requires an experience more
varied than one is apt 10 imagine at
first thought.
The advertising man must not only
have knowledge of mediums, but
must be in thorough touch with every
element and detail of the business he
proposes to tell others about. He
must also have knowledge of human
nature, that he may know in what
manner to present to his prospective
clients the goods he desires TO sell.
No great national commercial sue
cess has ever been achieved without
the aid of printers ink, nor is emil
nent success in the mercantile line at