Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

| displays now exhibited in Saturdays Star
| If manager devoted six inches to an
| 'ad.," single column, the people were as
sured that one of the biggest attractions
| of the country was coming to town The
stars of the theatrical world were not
| so well known they are today, and the
| patrons of the theater had to be told
that worthy attraction was about TO
| open in the city. In these days eYeryb body
| is known and particular care is taken to let
| the patrons know more about the play and
| supporting company than the star
The merchants who had large stores did
| but little advertising, relying on their
| name and pretige 10 bring business, and
when the younger generation Of shopkeep-
erS came to town and started of with large
displays in The Star, something of a sem
saton was created. In looking SEo- the
old bills sent out by The Star, Mr.. Johnson
says that the largest advertisers consider
ed themselves eXtravagant IL they ran over
the $50 mark fer a months advertising.
Up-to-Date Advertising.
The art Of advertising at the present time
has become almost important a business
as that of the business advertised. Where
dollars were expended fifty years ago.
thousands now are paid out with confidence
of satisfactory returns. All the big bust
ness firms of the city employ. the bright
men who have made study Of the adYer-
Using business to do nothing but look after
their advertising and see that their wares
are displayed before the buying public in
the most attractive form. In the old days
he merchant would simply advertise the
2act that he sold dry goods, silverware or
boots and shoes at a certain number and
let it go at that, while today the advertise
ments are gotten up so attractively to the
eye and mind az to form distinct feature
of the publication. Back in the early days
the merchants gave no orders as TO what
type should be used, doubtless not knowing
one font of type from another, and depend
ed entirely upon the printer for good dis
play Today each advertisement is handed
in by the ad. writer with the fullest instruc-
tons as TO type, space and position. Not
satisfied with instructions. he will be given
a proof of the advertisement, the same as
the writer of q news item, and all correc-
lions and suggestions are made at his die
alton.
Advertising by the Page.
AS to the space covered. IT might be men,
toned that a recent advertisement took ug
two full pages of The Star. and that sim
gle page display has become so common
as to create little comment. The theaters
are well to the fore, as in the olden days,
but the mercantile houses now utilize ths
greater portion of the space. In the matter
Of money expended IL can be stated that
enc large business firm does as much adj
yertising in six months now as the entire
trade of the city did in a year in the early
days of The Star.
In looking over the files of The Star many
advertisements will be found that possess
considerable humor On account of their
unique comparisons In the Lost and
Found column appears an advertisement
calling for the return of two pigs that had
escaped from a pen on Massachusetts ave-
nue. northwest.
..Ayenue" property could not have been SO
remark ably valuable In the COS when an
advertisement tells US that boarding could
be had at the corner of 9th street and Penn
syiyauia avenue.
The city was doubtless as dull In summer
time, when Congress was not IN session. as
in the later days. No attention was paid
to sports in news way and an advertise
ment under the head Of Special Notice"
appeared In The Star OF July ID. 1857. as
follows:
1.-The Great Tom Hyer OF New York was
whipped this morning at the Capitol. by
Tor Hunter of Georgetown It was a fair
night, and he was elegantly whipped"
The idea of prize fight taking place I'm.
der the dune of the magnificent edifice on
the hill seems preposte-ous, and more than
tkely the Capitol referred to was . saloon.