The Guthrie daily leader. [volume] (Guthrie, Okla.) 1893-1996, 1904-11-09

it to the hest advantage, there is
waste.
\ There viii aways he certain
amount Of waste i'm advertising. just
as there will always lie certain
amount Of waste in handling ana dis
thrilutins merchandise.
To minimize this is The proldc.n.
And inst in the proportion that
waste Is m'niini1ed will advert sing
pay
The ioan who attempts TO do his own
ad1ertisinr besides buying The mer-
chandise fer the store. selling g.
financing the business. running the de-
livery and other odd jobs, as is often
The case in small stores. wastes his
money unless IS a genius. ami
5enhs are fare know OF but one
in business. AMI am not quite sure
-lf hin.
The mar who buys the mercha9aise
IS too close &c Che present dollar TO do
coed Advertising He can't see beyond
to future proat
rhe mar wlo sells the merchandise
kocps a zoo tivht grip on his money to
advertise wcli Too much sticks to his
pocket in profits
The nnancier of the store has his
mnd 700 much On discounts and in
terest to gain he confidence Of the
people. ano the delivery man well. he
ought tC know how to manage horses
AMI men and nothing else.
In a sense an advertiser ought to
know advertising and nothing else. He
must rid himself OF the thought OF
present profit. rmt look at goods
through the customers ewes, be on the
side OF the custonler-in fact, he is the
customers adviser, his attorney, his
expert sometimes think IL store
could have It's advertising done by a
board OF exrerts-an acknowledged
judge of textiles for dress goods. a
furniture expert .or furniture, and so
on-each one giving expert opinions
On the yalue Of goods. it would come
pretty close to ideal scientific adver-
tising And vet It might not be sue
cessful. for it would take away that
sentiment and interest which come
from a warm conversational pen. It
would probably be TOO oold--iike the
bare facts CT history, without the touch
OF humanity
And human interest is one of the
essentials Of good advertising
But to return 10 waste.
Keeping an advertisement standing
in a newspaper a week Or more at
time is waste.
Besides. IL marks you Down as a
back number, makes your goods ap
pear old your methods primitive, none
of which may be true
Only recently | saw an advertise
ment in an mp the state journal "Dmlr
get causht again without your thin
clothes, as you did last Monday when
The thermometer was 80 degrees"
f ieht 'hc first dai Tues
day, Tor he day before was abnormal /
Iy hot
But the aeXC wo3k it was still stand /
Ing same advertisement the /
Monday OF chat week was cold. very
cold as cold as an icetox.
How much effect 10 you suppose
mat advertisement had? It was all
waste
Lying in n: advertisement is waste.
gross waste, l. may bring little i'm
mediate return. l.ut then cones the
reckoning Suckers don't bite twice.
l2Naggerai:on is waste, as much SO
Is lying an4 il mas worse effect on
ldvertising in general Just as an in
yenions lie is more dangerous than Il
oalpable ole,
Perhaps it IL not too much to say
hat exaggerauon Is t,ie microne that
sooner or later win KIN I'd, ertising
lniess IL is estroyed.-Joseph II
Appel Advertising Manager for John
Nanamaker. in American Advertiser.
Doys in Charge