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

ments published i'm the Salem Iutpiurs
were n distinct credit to the city and
the merchants, who are fortunate in
having in their employ number OF the
brightest young men in the ad depart
ment of their business Mr. Dinsmoor
read a paper on mercantile advertis-
ing. The speakers idea of iudicisus7
advertisement Is wollworded and II
lustrated ad In daily newspaper Of
general circulation. The ad should
not be crowded; display lines should
be given prominence, but too many
spoil the effect. Unnecessary words
should be omitted Mr.. Dinsmoor gave
several reasons why the newspaper is
the most profitable medium Of advet
tislng Among those given were the
following; Because the daily paper
finds the reader in his home with his
family, free from all business cares
and ready to discuss the needs OF him
self and family; the paper reaches the
hand OF the transient people, who are
ever looking for place where they
can supply their wants, and in this re-
spect the daily paper is particularly
valuable, because it is read by many
persons who are not regular subscrib-
ers the daily paper that is honestly
and judiciously circulated is certain to
bring returns; papers are eagerly re-
ceived and read while circulars aud
such forms of advertising are cast
aside without any consideration. Ad
yertisements should be changed often.
also the manner OF display Neither
I the quality Of goods nor values should
| be overestimated In concluding. Mr..
Dinsmoor said that ads should not be
written hurriedly or carelessly nor In
the evening, after a hard days work
Mr. Dinsmoor's paper will be published
in full in a following issue.
G. ID. Minton, advertising solicitor
for the Statesman. remarked that the
volume and style of advertising on the
part Of Salem business people had
greatly increased during the past five
years Fake advertising is being re-
placed by legitimate advertising to
great extent
A, +. Hofer, Jr,, business manager OF
The journal, paid some attention Ca
the advertising fakir, whose ilIegitf-
mate schemes have many times been
introduced in this city Such means
nfH adyartiaino ora autlroI, ,,tu,.f.....-.
and the concerted action of business
men will defeat this Legitimate feec-
ing OF the public
This concluded the formal program.
and the guests we're called upon for q
few remarks. Mrs. Anna Culbertsm.
of the Stockton dTy goods house. com
plimented the Press Club on the sue.
cess OF the banquet A distinct com
pliment was also paid the general pub
lie OF Salem and surrounding country.
as the most responsive purchasers.
Buyers In the Salem stores purchase
the best quality of goods. This en-
ables the merchant to carry only FIRST
quality goods, that he can conscieu
tiously advertise;
j. J.. Stockton followed IN a few
timely remarks OF appreciation. AK did
also Mrs. NJ 10, Fraser, Henry w. Mey-
ers, a. c, Hopf Albert Hurst and O.
= Dabney.
Mr. Carter, an English globe trotter.
who was present as the guest Of th0
club, was called upon ana gave an in.
terostlng account OF his experiences
Mr. Carter left New Zealand on Janu
airy ?. 1899, on a wager for 1000 pounds
sterling, the terms OF the bet being
that he should walk around the world.
covering $4,000 miles ON foot. amt
reach the starting place on the return
within five years