New-York tribune., 1903-07-12

with the body type Of the paper; but It is no
longer novel in advertising makeup, and so
it has lost its greatest claim to advertising in
terest.
Illustration is another feature that has been
very helpful in giving an advertisement striking
prominence. If the picture has merit enough,
either artistic descriptive to arrest attention
1t IS valuable addition to the story. In many
instances the merest bit of a drawing viii con-
vey clearer idea than many times its space in
descriptive wording could. In department. store
advertising there multitudes OF instances
when drawing. Of a size no greater than clear
ness demands will tell the entire story Except
price, with a completeness unapprOached by any
other method. In other phases OF department.
store publicity work the only mission of a pict-
Ure is to catch the eye and please the reader
either by its beauty, Its quaintness. or it's airy
lightness.
AS daily newspapers are now printed Illus
trations are much more satisfactory If made
from outline drawings. the coarseness OF the
paper surface and the raDidity Of the work. as a
rule, making halftone pictures very unsatis-
factory.
But the wide awake advertiser will not get his
inspiration by looking backward He viii care
for precedents no more than to learn whatever
lessons they may teach, without any willing
ness to slavishly follow them. The standard OF
advertising expression and treatment has been
raised very much in the last fifteen or twenty
years. When a good advertising model appears
It's features are public property. II there ara
happy expressions or pat verbal illustrations
the merchant reader in cities miles or thousands
OF miles away can catch them up. woIk them
into his own announcements and so wing them
along in a persistent flight through the adver-
ttsiug literature Of the day. That is precisely
what happened in the case OF the Wanamaker
advertising during more than half a score OF
years Copies of the Philadelphia papers con-
tanning it were taken by mercantile houses all
over the country. The matter was reproduced
and sent to thousands OF subscribers by syndi-
cate managers. One monthly publication was es-
tablished mainly TO reproduce this advertising in
facsimile Terms. sentences, characterlzations
Of goods. reasons excuses. every phase of treat
ment of special or general cases where crisp or
unusual expres-ion description was employed
were snapped up and passed along. until they
have become Recognized part of advertising
very much as certain forms OF expression are a
part of the legal formula everywhere.
The same principle operates with other adver-
ttsing but it is mainly in forms Of display in
type selections in illustrations that recent
advertisements have been suggestive OF i'm
proyements and imitation. SO far as verbal ex-
preston is concerned. there has been no notable
well spring Of inspiration since the old style plea
days OF the Wanamaker advertising.
As to the opportunities afforded by advertis-
ing for career I am enthusiastic. I know
Of no calling easily within the reach Of a
bright person. male or female. that offers equal
promise of money return. There must be fish
or you cannot catch them. There must be a
field TO SOW. or there can be no harvest A
glance at conditions will prove that there is a
great and multiplying opportunity for the COM
petent advertiser
estimate that fully 100000 is paid out
annually in New-York and Brooklyn for de-
partment and speciality store advertising.
Philadelphia and Chicago put out at least
100000. Boston. Baltimore. ST. Louis. Gin
einnati. Washington, Cleveland and New-Or-
leans expend total of not less than S5.OOOOOO.
1t is probable that the other cities OF this coun-
try with stores large enough TO warrant the en-
ployment OF advertising writer's or managers
put out more than as much more. All OF this
counts 10 upward Of $1SOOOCOO paid out for this
class Of advertising alone in the United States
in one year.
Patent medicines. food products. drinks and
tobacco in various forms are articles on which q
great amount Of advertising money is annually
expended. One concern has made advertis-
ing appropriation OF not less than S75OOOO for
the current year. Several others rise 10 S500O0
each, and the number that expend anywhere
from S1jO.OOO to S350.OO0 is surprisingly large.
Then there is a wilderness of others. many ex-
perimental some struggling TO the front, and
others well established, that devote from $4,000
TO 100000 a year 70 advertising 1 would not
be surprised II more than S12.OOOOOO annually
were put out in this country those lines
Another class Of advertising thar az times oc-
cupies large space in the papers. and is always
in evidence to some degree. is that devoted 10
nancial propositions-uergers. reOrganizatiOns.
bond issues mining ventures oil properties and
the like. II is the most mpulsive and erratic
advertising OF all. and its amount is very dif1-
cult to estimate. approximately but my
guess would be that Il equals the total Of the
preceding group or. say. $12OOO.00O.
Here we have grand total Of more than S42.'
10000 paid each year for advertising. practt-
caIly all OF which is prepared by hired talent
NY belief is that more than S50OO0OOO worth
of advertising in the United States is put out
every year by individuals or concerns Ter the
preparation or placing Of which salaries are
paid.
This amount viii increase rather than de-
crease as the years go on There will steadily
be more advertising and better advertising And
there seems 10 be little prospect that the ranks