The National tribune. [volume] (Washington, D.C.) 1877-1917, 1903-02-19

writings in an original and life-like style.
Originality in ad writing brings sue
cess, but originality comes only from OBJ.
servation or studying other mems ideas
and putting these ideas together and
grouping them and evolving from them a
higher type of ideas. These ideas are con-
sidered original, and for all intents and
purposes they are original, though abso-
lutely ''there is nothing new under the
sum-" The more of these original ideas
one acquires the more successful adver-
tiser will he become. This originality
makes the ad worth reading. 1t makes
it bright and sparkling. 1t draws and
attracts many readers who would not 9th
erwise read the ad, and many of whom
will become possible customers.
FREQUENT CHANGE OF ADS.
Better results are generally obtained
changed. However, in some cases it will
be found that certain ad will bring back
larger returns than the changed ones. As
long as this occurs it is better to run this
certain ad until it has spent its force upon
the minds of the public and served its
usefulness. But to be highly successful.
the advertiser must be constantly looking
for better arguments, better phrasing, bet
ter wording, better headlines, better cuts,
better display, better printers, etc.
MEDIUMS
The advertiser can often find out the
best mediums of city by consulting it's
successful merchants; the best mail-order
mediums by consulting the successful
mail-order men. However, in some in
stances paper or magazine of much
smaller circulation will pay better than
one of larger circulation for certain
classes of goods; usually a paper whose
subscription list is composed of well-to-do
people pays better proportionately than a
poorer list. Also. when the subscribers
are well-to-do people, usually a better
quality of goods sell more readily. while a
poorer and cheaper quality of goods gen.
orally sells better when the subscribers
are of a. poorer class.
Before signing contracts for space the
advertiser should be careful to select the
best mediums that are particularly suit
able for his commodity, and to get the
lowest rates. Every dollar saved in this
way is so much made.
In order to be absolutely sure that
the medium is a paying one for your
goods it is necessary to key your ads by
putting a letter or figure with Dep"
alongside your name and address. Keep
a list of the inquiries from each medium.
and figure up the amount of orders each
brings, and you can tell in short time
what publications are profitable and what
are not. By this method you can soon
weed out all the bad and retain the good
profits.
Judicious advertising consists not only
in selecting the best mediums, but in util-
izing all mediums that will pay fair
profit on the investment. Reading notices
for some lines of business bring handsome
returns, and they can IN many instances
be gotten free if sent with copy of ad. 1t
is always good policy when sending out
copy to ask for complimentary readers.
Some publications may refuse, but every
one that you receive is so much added to
your income.
KEEP CHECK ON YOUR MAIL MATTER.
One of the secrets of success in the
mail-order business is keeping check on
the various modes Of advertising to see
which are paying and which are not. In
IN tair liSyfc
some sort of check should be used so as
to tell just how much the returns are for
certain circular letters and certain lists.
For this purpose a numbered coupon
could be sent with each letter, emitting
the person returning same with order to