The daily journal. (Salem, Or.) 1899-1903, 1902-11-26

concluded that the solution Of this
question depends upon the house, for
which the ad is written. Because
unsuited to n high class house, is no
reason why introductoriCs should not
be desirable, nay, essential, in more
poular trade The truth is, as said
by tho present Wanamaker writer in
discussing this topic come time ago
No weakling in merchandising can be
bolstered up by any advertising, how.
ever good. nor can a masterful mer-
chant be kept from o certain measure
OF success by any advertising however
bad. In my opinion, the Wanamaker
preemnence Is not due chiefly, as pop
ularly supposed. to cover advertising,
but to the combination of clever meth.
ods in the management of all depart.
monts, i'm other words. to the genius
OF the man behind the gun. yet there
are those who would give this advertis.
ing seven-eighths of the credit for the
stores marvellous extension"
Mr. Holtz also di cussed the ques.
tion of the relative merits of magazine
and newspaper advertising, concluding
that the two mediums are in different
classes and not In the slightest com
petitive. He expressed the opinion
that although he personally looks up
on the daily press as the only medium
for a retail concern, yet It must be
conceded that some good results are
forthcoming from all mediums Of ad.
vertising. lie said that the newspa.
pers give too little attention to their
composing rooms and that here they
can and should help their advertisers.
who are not familiar with the different
kinds of type.
The Publishers View.
A paper from the standpoint of the
publisher prepared by Il. G.. Jones.
advertising manager OF the Oregon.
ian, was read by II. ]. Hendricks.
Expenditures for advertising. writes
Mr. Jones, are considered wise invest.
ments when iudiciously used, and pub
licity Is essential TO the attaining Of
success. Fake advertising In different
forms mulcts merchants and communi.
ties out OF a great amount of money
every year Eception is taken by MIR
Jones TO the refusal OF physicians TO
advertise. He thinks II inconsistent
and illogical for the profession 10 de.
nounce legitimate publicity as non-eth.
ical Advertising by reputable ply.
sicians will leave no room or field for
the quacks and will improve existing
conditions. Advertising, to be valuable
TO the advertiser must be Of worth
and perform the service that Il Is rep.
resented 10 do. The publication Of pa.
pers depends on the advertising pat.
ronage they receive, and, In the matter
Of education, the press rivals the edu.
cational system of the country. Ad.
vertising enables the sale OF better
goods at lower prices than a merchant
who does not advertise can offer the
same goods. Advertising. TO be profit
able, must be done with method. for
without method no results follow. An
important thing Is the selection Of a
medium Of publicity The daily paper
Of prestige and standing. one OF regu
lar publication, Is the most satisfac
tory medium for reaching the public
Program advertising is not good, and
circular advertising Is yameless, ex.
'ept TO be incidental to subsequent ad.
,ertislng Of a more substantial charac.
.er.
A Local Ad-smlth.
In introducing d. A. Dinsmoor, the
adj writer for the firm of
lcs Meyers a Sons. the president o.
he club remarrod tbaF tbo odvqrtlso.