davidaulloa/AmericanStories huggingface dataset:
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

Quite a little" replied Mr.. Kaufman
We are well represented by weekly papers
throughout Virginia and Maryland, which
also requires quite little of attention re-
garding changes"
Il notice that you do not use cuts as ex-
tensively as some of the other advertisers;
do you not believe in their efficiency?'
Yes, somewhat: but it seems to me that
in the majority of cases the space could be
used to better advantage in advertising
some specials in which the public would be
more interested. because it would be more
of beneficial attraction to the shopper.
The Washington Star with it's big field
of readers, clear, bright editorials and
newsy columns of everyday doings. has con-
tributed materially as one of the guiding
stars of our growth. | know of no other
daily paper in the Union which caters to a
population the size of ours with as much
satisfaction to its readers as well as those
who bank their money for profitable results,
as the Washington Star"
Your question regarding our holiday dis
play can readily be answered. Our stocks
as you see them are by far greater, better
and lower priced than any of the past
years of our business career but what gives
us greater prestige this season are the
many rev novelties which our Mr.. Louis
kann and other buyers bought while abroad
this past summer, giving the shopping pub
lie of Washington many exclusive things
which others are unable to show.
The firm, as well as myself and adver-
Using assistants, extend to the founders of
The Star on TINS, the fiftieth anniversary
of their grand success, still greater laurels
and another half century of good health"
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

carefully as the women do. This is because
The Star has successfully cultivated the
ad.-reading habit. 1t is pleasure to read
the ads. in The Star They are interesting
ly written. They contain the brightest adj
vertising brains our local merchants can
secure. They are beautifully printed.
Newspaper publishers all over America
send for The Star to get the best ideas in
ad.-writng and ad.-setting.
The men of Washington have found that
the pleasure they take in reading Star adj
Vertising is accompaniment of profit.
They have learned that it is matter of
Importance for them to keep in touch with
the merchants who advertise in The Star.
They have learned to look in The Star for
not only bargains, but for announcements
of every character, and thus you will find
The Star proving valuable for long list of
things seldom advertised in newspapers.
The merchants of this city have found
the cultivation of trade by other means to
suits. Even merchants who cater to the
trade of a limited list find they can get
more business through Star advertising
than they can through circulars. booklets
or personal solicitation. though these
things. especially booklets. are concomi-
tant with good advertising always. BY this
1 mean that the best way for any man eX-
pecting to do business in Washington.
whether he caters to a hundred people or
hundred thousand people; whether he ca
tiers to business men or to social butterflies;
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16
THE MODERN METHOD.

fore that the business of the firm has
noticeabIy increased advertising in
The Star has been enlarged
Il have found out by comparisons that
The Star is, without doubt. the best ad-
yertiSing medium in Washington. Any
thing advertised in its columns sells. for
the people of the city have learned to have
exceptional confidence in what it presents
to them The paper circulates among the
best class of people, and il is considered
that a household in Washington without
The Star is incomplete-there is something
lacking to make the domestic life the most
enjoyable and beneficial. 1t goes among
the class of people who always have the
money to spend for goods. When they
are advertised in The Star the people know
they can depend upon them.
1T doesn't matter what the condition of
the weather may be- for when we advertise
bargains in The Star there are always pur-
chasers out to take advantage of the spe-
cial sales, even though they sometimes have
to come out in the rain and mud to do
If the paper says the goods will be offered
at certain price on a certain day the peo-
pie know that they will not be disappointed.
las to the makeup of the paper-its
general appearance want to say right
here that If the publishers of papers in
other large cities want to get some pointers
on how to get up a first-class newspaper, as
respects its style, display type arrange
ment and attractivenesS, all of which play
an important part in catching the eye of
the reader, they can obtain the informa-
ton by a perusal of The Star. The clean,
solid business methods of the management
are indicated in the appearance of the
paper.
certain article which appeared in The Star
a few days ago, relative to circular adver-
Using in which it was stated that a man
sent out $1,000 circulars, advertising a par
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

was as big as page of the present time
First we tried one paper, and then we tried
another, and still another, until today we
are known as the largest advertisers in
Washington. which fact advertising sta
tistics will prove.
Regarding the doings in our advertising
department l would say that there are
many little details connected with this
branch which may not be of as much inter-
est to the ad. writer as they are to the pub
lie Not to be in the least egotistical, am
prone to say that our firm was the first to
introduce q store department sheet for adj
vertising matter, which has proven quite
help in forming advertisements. You see
this is what / have reference to- Here
Mr. Kaufman handed the reporter one of
the sheets, which was in size 7x20, upon
which were printed the firms name and ad-
dress, department, date and the following
instructions: First. Copy must be handed
in the day before it is to be used-Sunday
copy by Thursday morning. Second. Do
rot abbreviate names of fabrics and makers,
but write in full and plainly. Third Give
full description of each item and state
regular as well as advertised price. Fourth.
Put a cross opposite the most important
items Upon a blank sheet like this dicta-
ton is made to the typewriter and the
matter is prepared for the paper which is
to be issued the day following. thus allow
ing margin of day in advance. l was
also told that the pags ads. that appear in
The Star are made up in time to have the
proof early on the morning of the day of
issue.
DO you keep a record Of all of your adj
vertisements?
Most assuredIy; we have monthly rec
ord of every advertisement which appears
in all the Washington daily papers, which
is gotten up in book form, giving a
chance to refer back to certain days to
compare trade and tell exactly the condi-
lions of the weather"
DO you do any out-of-town advertising?'
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

whether he runs barber shop or bank
a department store or a store that deals III
a speciality, is to spend most of his money
in The Star. and then back it up by his
goods and suppleme Mt 1t by bright artistic
booklets and catalogues and brochures-ac-
ccrding to his line of business.
The Stars Success.
'I do not mean this as comparison of
The Star with the other newspapers of
Washington. We have splendid newspa-
pers here They are valuable newspapers,
but this fact does not alter the fact that
The Star has attained place in the news
paper and advertising world that makes 1t
famous the world over and a notable in
stance of marvellous success by the steady
employment OF the best methods and the
strictest adherence to the principles which
II has established.
THE fact that is not least important
about The Star is this: 1t enables an adj
vertiser to cover the whole of Washington
at price that is remarkably moderate
considering the service rendered. Compar-
ing its rates with the rates charged by pa
pers in other cities and comparing its rates
with its circulation and the results its adj
vertising brings, and any one who is well
informed will say there is not a newspaper
in America gives more for the money
and few, If any, that give much
when it comes to circulation, no one
ever doubts The Star. 1t has exactly the
circulation it claims and is ready to prove
1t at any time.
Rates
The Stars rate is its rate card No
body ever thinks of trying to get space in
The Star for less When we publish an
advertisement in The Star we know that we
get certain amount of business the next
day. Nowhere else in the country do mer-
chants expect so much from their advertis-
ing as merchants here expect from The
Star. Women wait for The Star before do
ing their buying, and it has great value
also for reaching the men of Washington.
Some advertisers make the mistake of
trying to get special position in The Star.
They try to get over on the back page
Really the best place in The Star is run Of
paper.
advertising to be successful in Wash
ington must be of the Washington kind 1t
must be neat. artistic and nicely written.
If it is big and coarse that fact swings it
away from the path of the reader, and it is
passed by. The advertiser who wants to
get the best results from his expenditures
in this city must have his advertising con-
form to the Washington style, which we
think is the best advertising in the coun-
try, opinion which seems to be pref
ty well shared by advertising men all over
vertising. because 1t is the best advertising
that we can learn how to make. 1t Is the
kind of advertising that makes a newspa-
per look readable and artistic and interest
ing on every page, and which makes every
page of the paper a good page for the adj
vertiser. 1t is the kind of advertising that
attracts and does not offend the reader.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

~ every family II Washington that is
worth reaching Il does have a marvellous
influence upon its readers and they respond
wonderfully to its adv, Rising. 1t does
have a very unusual pulling power, pull
ing power that no newspaper anywhere in
the country has in equal ratio, judging
from what advertisers and merchants tell
me of the papers in other cities and what
l know TO be true by personal experience
1t is true that The Stars circulation is
exactly what its owners represent it to be-
Nobody in Washington ever doubted that.
and II anybody anywhere else doubted it.
The Star keeps its books wide open for any
advertiser to walk In and look them over
any time And it keeps its press room open
But that Is not the proof we that live here
In Washington consider the most. 1t is the
proof We have before our eyes every day-
In our own families and on the doorsteps.
All through the resident sections of the
homes in the District OF Columbia. and Won
And where The Star is not left on the stems
1t is brought home by the master of the
house who buys IL downtown in order 10
read 1t on the way uptown. But this is the
exception and not the rule. The women Of
the family want The Star as soon as thsv
can get IL, and usually insist upon having n
left at the door. They are the Important
consideration for advertisers
Ninety per cent OF all the buvinp In
stores Is done by women. They dominate
even the purchasing OF husbands aud
brothers. The man who attempts to Inv
his neckties and oyercoats without consult
ing his women folks has nerve beyond the
ordinary.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16


gard to goods and prices.
We have no working population, for we
have no factories and no mills. Washing
tons population is on a high plane of in
tcll=,rre. ar it takes a nigh-grade news
paper ID 3 much Of a circulation here.
Sensational newspaper. a poorly edited
A. wSpaper, an unreliable newspaper would
stand no show in Washington.
What is general news in other cities Is
local news in Washington. A treaty with
Spain, army appointments to the Philip
pines. new Secretary of the Treasury. a
bill 10 irrigate Arizona or Steamboat
Alaska are items Of local news in Wash
irSton. This gives our newspapers an
enormous field and reduces to a paragraph
a story that would make a column almost
anywhere else. L means employing
large staff Of high-p-iced experts and the
i~'st conservative editing in this country.
The star never sacrifices its reliability
Us hasty publicity. Unless you live in
Washington for five o. ten years you can't
appreciate the process which everything
that is printed in The Star is obliged to
pass before it reaches the public The
amazing grasp The star has of every sub
jcCt of public interest in all its bearings
i only equaled by the amazing intelligence
of Star readers. Chess experts do not
study a chess combination more closely
than people study The Star. 1t comes out
at the time when the population is ready
To read. Government employees are through
work at 4 o'clock and have plenty of time
after that TO read The Star, much as II
contains. And they are reading public
keenly interested IN the wide range of
news The Star publishes. and particularly
fond Of its special features. They are as
class people Of cultivation of mind and
The Star sets before them an abundance
of the best in miscellany. art. music
drama. literature and science. About twice
week The star expands into a magazine.
If | were 10 have my choice of things
in this world | would ask for the owner
ship of the New York Herald. the Balti-
more sun or The Washington Star.
The Stars circulation is the surest
thing ia this world. II there is anybody
who can't 80 in and iind out the circulation
of The star any time he wants to- have
ne.sr heard Of him"
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

ticular article. He was obliged to pay for
the printing, for the paper on which ii was
printed, for the postage. and also the cost
of addressing the circulars, the total cost
amounting to about $1,000. The same ad.
could have been put in The Star for the
matter of a few dollars and it would have
reached as many or more people and been
productive of larger and better results, as
it would have enjoyed the advantage of the
confidence of the public accruing from the
high standing of the paper.
'.As I said before. The Star reaches the
entire purchasing public Of the city. the peo-
pie who have the money to spend. 1t has
wonderful pulling power. Its success is
due to the fact that it is a good straight
forward newspaper, having solid principles
and sticking close to them. Its managers
enjoy the perfect respect and confidence of
the people of this community. They have
made a great newspaper. and they are
making it better every year. 1t is monu-
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

of a vast territory. that the rates in
Washington are not only as low but lower
than those of any considerable city in the
United States. the character and quality OF
the circulation of the newspapers. of course,
considered.
rhe remarkable hold The Evening Star
has on the Washington advertisers Mr..
Shaffer sums up II one word Results
Mr.. Shaffer and his staff of able assist
ants, Mr.. Fred. Allen and Mr.. George w.
Prather write and manage the adver-
Using of a large number of solid and con-
sentative Washington business houses,
comprising almost every line of industry,
and which do not believe in splurge adver-
Using, but keep at ii all the time with win
ming persistency. This is Mr.. Skaters
policy.
The Star takes such remarkable care OF
the small advertisers" said Mr.. Shaffer.
This is on the principle that the large adj
vertisement will take care of itself. The
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

S~AA AA1A N NOAaAAAS@
eial training which
has established him
in his present posi-
ton.
I'VE have undoubt-
eddy the largest mil
linery house south of
Phila del p hia," he
said recently. Our
stock includes also
a heavy line of cloaks
and suits. dry goods,
fancy goods and
similar wares, but we
are known chiefly as
a millinery and cloak
house, and our sales
justify that reputa-
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

the advertising mediums OF different cities
the opportunity has offered.
The Star is First.
after comparing the results obtained by
advertisers in other cities with the results
obtained by advertisers in The Star of this
city. | am convinced that no newspaper in
the United States so completely covers IFS
field" says Mr. Miller. All that has been
printed about The Star from time to time
is absolutely true. l, does reach practical
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

people can't help seeing it. But to develop
TIE small advertiser into a constant adyer-
tiser and a big advertiser every advantage
of location must be given him. This The
Star does as is not done by any other
Washington paper"
j. Albert Shaffer established hts news
paper advertising business December f.
1893, occupying AN office in the Washington
Loan and Trust Company building For
several years previous to that time he was
connected with the businass assortment e
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

- -
Users. is an expert
both at ad. writing
ard designing and
has a knowledge Of
Washington adver-
Using mediums and
methods that he has
gained in many
years experience. He
has also a critical
Knowledge of adver-
Using in other cities
from acquaintance
with the advertising
fraternity in the
principal cities and
from comparison Of
M . lr-arfic-irn anI
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

ana 10 inc extreme
south. He always
picks the best medi-
ums and believes
that none other pays.
Mr.. Shaffer enjoys
the same high opin-
ion of The Evening
Star as an advertis-
ing medium as others
who know, and Mr..
Skaters opinion Ia
worth something.
There are some
PEOPLE In Washing
ton who think the
advertising eG
here are high.
To this MIR. Shaf-
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

strength. Inc sue
cess of a house like
ours depends on two
great factors-truth-
full advertising and
honest goods. When
we first started here
In Washington, about
nine years ago, We
started in a very
modest way. We
crawled along the
path of success slow.
ly, and, as we
t h o u g h t, surely.
Everything we did
was on the same
principle. A column
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

SJ,oo0 lines a year.
AT the present time
We are running more
than 100000 lines.
and are increasing
the amount right
along, SO that next
year our space in its
columns will be con-
siderably larger than
ever before. This
would seem to indi-
cate our confidence
in The Star as an
advertising medium.
We believe that buy
ing space in its col
umns Is a paying in
vestment. In sup
We have the fact be-
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

the liberal use of printers ink, although
there are many contributory reasons of al
most equal Importance, such the buying
system IN which our seven stores cooper
ate. We have five establishments in Baiti-
more and one in New York city in addition
to the Washington house Then too our
unique and broadly liberal credit plan has
met with the enthusiastic approval of many
thousands. as is shown in the fact that we
have opened more than 100000 accounts
ard nave today on our books about 1900
open accounts. You will understand our
methods are entirely different from those of
the old-fashioned installment' houses when
L say that the same prices prevail whether
patron has purchases charged or pays
cash. There is absolutely no additional ex-
pense for the 'charge-it' privilege
Increased Allowances for Advertising.
'Of course, our advertising plays most
important part. We are spending many
thousands of dollars annually, and are
steadily increasing the appropriations
About two-thirds of the expenditure is de-
voted to Evening Star advertising, from
which we have always secured prompt and
satisfactory results. Our advertising is
carefully prepared, and eXaggerations or
misstatements are never. under any cir
cumstances, permitted. Proofsheets of all
advertisements are submitted to a member
of the firm or the general manager for
0. K.
1--WE have carefully and closely watched
tile TtSuitS Oh our advertising. and fully
convinced that The Star covers Washing
ton most effectually. reaching all sections
and appealing to all classes
Tracing Direct Results.
Have you been able to trace direct re-
turns from Star advertising?"
Invariably. may say that three-fourths
of the responses to our advertising are
direct although 1 am a believer in 'cumu-
lative' results and that money spent in ad-
vertising of he right kind is not in any
sense an ex pense, but rather an invest
ment."
What are your chief lines?
Ours is department store in the most
modern and up-to-date sense. Everything
wearable. from head to foot, for men, wo- |
goods. notions. bric-a-brac, toys. ETC. make |
up the lines. Mems clothing and women's
ready-to-wear tailored garments are the |
most important departments and these |
have taken a place with the best displays |
of the kinds in Washington Every depart |
ment is presided over by a manager of long |
and successful experience, and the lines are |
always kept up to the very moment in |
styles"
A Good Year in Prospect.
What, in your opinion, are the business |
prospects for the coming year?'
Every indication points to an exception |
ally prosperous year Many industrial is |
sues which have been disturbing factors |
during the year just closing give promise |
of early and permanent settlement. Manu- |
featuring and wholesaling interests are on |
a splendid basis. We are looking forward |
to most prosperous season.
I'm behalf Of Hecht q Co. I congrat-
ulate The Star upon attaining its half |
hundredth birthday, and hope it will be |
with us for many years to come as the ex-
ponent and eXemplar of clean, clear-cut |
journalism, an honor to Washington and a |
credit to itself"
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16
USES NEWSPA PAPERS, ONLY
KINGS PALACE REACHES ENTIRE
MARKET THROUGH THE STAR.

Mr.. Arthur c. Newmyer. the advertising
agent for Kings Palace. is exclusively a
product of Washington Institutions and Is,
therefore, particularly well equipped to
speak of local advertising conditions. He is
a graduate of the District schools, managed
The Balance Sheet" the school periodical
Of the Business High School, and there OBJ
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16
Perilous.
From Puck.

From Puck
No: the mlcrobe did not care to travel
In a kiss; decidedly not. Oh, yes. he had
tried 1t; just once.
II got myself landed in the midst of about
four acres of forehead. and I was like to
have been chilled to death before / found
my way outp said he, shivering
In Boston? Well, possibly.
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16
TRACESDIRECT RESULTS
HECHT & COMPANY FIND STAR
CABS" PRODUCTIVE.

"Our business said Mr.. Alfred T. Marks,
advertising manager for the firm OF Hecht
& Co, has much more than kept pace
with Washington's commercial progress
during the seven years we have been
established. the year just drawing to a
close having been the most successful in
our history Within a few weeks we will
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16

the country TO Work
for the government
or to work for those
who work for the
government. T h e j
come here accustom-
cd TO the advertising
in other cities-ac-
customed to the Chi
cago style. the Den
Yer style. the Kala-
mazoo style. the Bos-
ton style. the Texas
style, the Pittsburg
style, the Florida
style or the style in
San Francisco - and
their expectations are
$500. ..
Evening star. [volume] (Washington, D.C.) 1854-1972, 1902-12-16
AN AID. WRITER'S VIEWS
THE STARS CARE OF SMALL AID.
vERTIsERs.

An authority on advertising and its value
is ]. Albert Shaffer. the newspaper adver-
Using man of this city. Mr.. Shaffer does
not confine himself solely TO the local field.
He is a recognized advertiing agent and
places business during the year in from
seventy-five to 100 newspapers and maya
zines of note. extending to the middle west