The San Francisco call., 1903-01-25

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necessary assets, as we'll as a good plan,
capital and a little backbone.
Naturally there is an enormous amount
Of money wasted in advertising, due to
poor Judgment, lack Of knowledge, or
both. One Of the most worthless sources
Of expenditure, and one to which mer-
chants and manufacturers are most suS-
ceptible, is advertising Of the character
that can properly be classified as snap
advertising. This embodies directories,
blOtters, biographies. sketches, hangers,
programmes, and hundred and one little
worthless advertising schemes that are
created for the purpose of getting money
out Of the advertiser rather than for the
purpose Of doing him good
A fayorite plan, and one that is en-
plOyec quite extensively. is to obtain per-
mission from an organization or church
society to publish a programme or SOU
vcnir under the auspices of said organiza-
tiOn or society and then proceed with a
persuasive argument and sympathetic
mien to explain the purpose Of the publi-
cation. and how the proceeds will be used
TO defray some real or imaginary obliga-
ton, whereas the true facts are that the
scheIner usually gets about all there is in
IL worth having. Not all Of the advertis-
ing Of this character is absolutely worth
less, but much of it is, and it would be
AAuLA AAOl6 VlDilldDlC " oENh iAlOlC iC-
climate channels for advertising pur
poses. II a firm or individual, in
stead Of scattering small sums of money
lLdiscriminatcly n all kinds Of mediums,
would fix a definite course of procedure
and concentrate their money and efforts
on well-defined and prearranged plan,
eInbOdyng persistent and continuous
work, the result would prove much more
satisfactory and the new business ensu-
Ing would demonstrate the value Of
proper advertising
LOCAL AND GENERAL BUSINESS
II a business is localized, the most er-
fective mediums are the daily newspapers
in the locality in which the trade is con-
lined II Il is general, then the plan to
reach prospective buyers must embody
mediums best adapted to the needs of the
business TO be advertised.
Advertising requires the same intelli-
gent thought and consideration that an
evenly balanced business man gives to
every detail of his own business. vet
comparatively few business men treat the
subject OF advertising with the considera-
ton due TO so important and necessary a
selling factor in this age of progress ard
competition.
1t takes a man OF good nerve and hack
bone TO become a general advertiser. be-
cause at best IT requires an investment of
money and time before the crumbs
thrown upon the waters come back" and
timid men are apt to lose courage or be-
come doubtful at just the time when the
greatest effort and determination are re-
Quired.
There never was time when advertis-
ing could be so proftably employed as
now, and there never was a time when
money could be easily wasted. The
opportunity TO take hold of and profit by
advertising lies entirely with the man
who wants to employ il in his business.
and whether or not il IS profitable de-
pends first of adj upon the merit of the
goods 10 be marketed and then upon good
business judgment, a sensible plan of In
PRODUCTION. the proper appeal TO the con-
sumner and dealer and the intelligent and
economic handling Of every detail essen
tial 10 a well-conducted advertising cam
paign