The Montgomery advertiser., 1902-08-10
PRINTERS INK
LIBERAL ADVERTISING THE
WAY TO REACH THE PUBLIC.
Opinion of an Expert-Necessity for
One Man to Devote His Entire
Time to the Publicity Bus
mess.
BY Joseph r. Kathrens. Advertising
Manager Pabst Brewing Co.

BY Joseph R. kathrens. Advertising
Manager Pabst Brewing Co.
The question was once asked me, VINO
is the greatest travelling salesman? ana
l had no hesitancy in making reply:
printers ink" A business represented
by printers ink is one that lasts. Print
ers' ink works while you work and whhe
you sleep. 1t Is a salesman who never
tires and never quits: one of Whom your
competitor cannot rob you; printers INK
is the one great artery OF commercial
activity 1t is the medium through "nlcn
the world is made to know what You
know am profess about your individual
business. 1t is even possible. by the ald
of printers ink, to force the sale OF an
article without merit, but such prosperity
necessarily is short-liVed.
There are two kinds of advertising, the
kind that pays and that which does moi
Still, there are many businesses Will
survive in spite of the latter, whlch
tends to make the subject of advertising
such a complex problem. No great ma
tional commercial success, however mas
been achieved without printers INK
PREREQUISITE of good advertising is aoso-
Into honesty in every statement. Fur
thermore, to shoot over the heads of your
readers is money and space wasted 10
tell all YOU know in a single announce
ment is like firing at grizzly bear WIN
a scattering charge OF blrd-shot, "nI,e
the same load in one bullet. properly
aimed. will bring Gown the bear. BY
this is meant that one cannot advertise
| EFFECTIVELY. overcodts and shoes, for in
| stance, in the same breath. Inc argu-
| ment will be no stronger than Its weak
| est point no matter how much time or
| thought may have been bestowed upon
| its production.
Professional "Ad" Men.
The proper person to build house is
| the architect, the proper person to MAKE
| a pair of shoes is the shoemaker, ana
| the proper person to make clothes IS the
| tailor When it comes to advertising
however almost anyone about the place
| is considered capable OF attending 10 inc
| iob. Sometimes it is the bookkeeper or a
clerk; more frequently it is the head OF
| the house" already overburdened with
detail work; or it may be the dress pa
| rade member of the firm, who may de-
| vote a couple OF hours week at the
| subject Advertising is becoming more
and more a science, and in order to com
| pete successfully in the great marts OF
| trad the bookkeeper. the clerk. th'
| boss" and the dress parade partner
must give place to some quiet individual
| IUho has time to think. untrammeled by
tho care of accounts and Other duties
foreign to the one subject advertising.
| Advertising is simply telling the story
in the most convincing manner. some
times an illustration helps, ana. again
by the same token, 1t detracts from tn
force of the "ad." To say the proper
nroner audience, is the fundamental prin
riple of all good successful advertising
Bnt to do this requires an experience
more varied than one lmdglnes at mrs
thoupht The advertising man must no
only have a knowledge of mediums hu
must he in thorough touch with every ele
Iment and detail of the business he propose
| TO tell others about. He must also nav
knowledge of human nature, that h.
NAV know in what manner to present t
his prospective clients the goods he de
sires to sell
Time Table Conservatism.
There are to my mind many fields o
advertising yet untouched Inc mos
| monument. 1 think, is the railroad al
, though a few leading lines are beginning
| to show some promise of better day