Sunday Washington globe., 1902-05-04
BnsIness Men and Adrertisine.

The business men Of Washington would
be wise to do little more of their own
thinking on the subject of advertising in
stead of letting it all be done by the adver.
tising agent who sits in his luxurious Office
revolving chair, revolving in his mind how
he can do himself lots of good with little
care as to whether he is advancing the in-
terests of his advertising patrons
They may be assured that this sedentary
oracle is thinking more about his own in
terests than about those Of his easily-worked
clients. The scheme that gets the most
dollars into his own pocket in the easiest
way without much regard to its effective
ness to the advertising business men, is the
thing that lie looks upon as the most scien.
ti6c advertising
This to him is the acme of success in ad-
vertising, and advertisers would do we'll to
examine a little more closely into the
beauties of his professional system, for il
has its beauties in the eyes Of the ubiquitous
advertising agent. To him, in fact it is
perfectly lovely in the way it spouts dollars
into his Golfers with but little effort ON his
part, and with but little good to his patrons,
they obtaining no adequate benefits by
thus allowing themselves to be tapped in
such an easy way in the unsophisticated
innocence of their souls.
The luxurious advertising agent is, of
course, very fond of a soft snap, aud is de-
lighted with easy work and big pay coming
out of the pockets of the kind-hearted mer-
-. L.
and liberalitY Of their souls, support him in
his grand state.
The advertising agent is supposed to
know how to advertise, and does know how
to do it to his own advantage and at the ex.
pense of the advertiser. So, with that
lobster-like simplicity that appears so ad-
mirable in an up-to-date business man, he
lets the A. A. put full page ad in one or
two blanket sheets where even that appears
lost among a sea of advertisements.
The expense is enormous, and he has no
money left to put even an inch ad. in other
we'll known papers Of his city, thus failing
to reach thousands of people who would
be profitable patrons.
The GLOBE, which is we'll known by
everyone in Washington from the age Of
ten up, knows this to be true.
1t is presumed that merchants who adver.
tise in the way just described do it to save
expense, very much after the example of
the man who refused to pay a nickel for
the recovery of ten dollars.
The big blanket sheet of advertising is
usually thrown away the FIRST thing when a
man buys his paper. as the idea of looking
over it makes him tired, but the ad close
to pure reading matter is seen and appre-
ciated Many a time has the writer seen
this done and many a time has he done il
himself
We would say to merchants and business
men generally that this comes by letting
yourselves be worked and bamboozled by
the foxy advertising agent, who gets big
money from the blanket sheets for doing it,
Don't let your ad be put on a sheet that
is all, or nearly all, made up of advertise
ments, as in nine cases out Of ten it will be
thrown away without being read, or per-
maps used to wrap up old socks.
Put IN half page OF quarter page ad. in
stead OF a whole page and thus at less ex-
pense be able to advertise in all the we'll
known papers Of your city, instead Of one
or two, and you will reach all the people
a thing you are not now doing.
A half or even a quarter column in two
papers is better than 2 whole column in
one.
Aquarter column in each Of four papers