Evening journal., 1904-11-19
Ccontinucd From First Page.)


each other or 10 see some one, and
pick up the papers to while away the
time. I notice everybody selects the
star, If all are lying there. Hence
conclude the people are most interested
in the star, and therefore ] Judge il is
the best paper for an advertiser in this
community TO use" II was a trining
incident, but the conclusion was accu-
rate and profitable.
Another topic OF yearly increasing
importance and recognition is the quail
ity Of newspapers as worth more than
merely quantity Of circulation. II is
not uncommon for quality and quantity
to 80 ogether-deservedly But when
they do not, or for any reason there is
doubt, quality is worth most. suppose,
for example. "a newspaper has 10000 Of
circulation, with a proportion OF ten in
a hundred which are interested IN what
you advertise and win likely become
customers. And suppose you have 10
pay that paper 800. Then suppose there
is another paper with 10000 OF circu-
lation, which has twenty-five per hum
dred Of its constituency interested I'm
your merchandise, and you have to pay
$75.
the first case and $3.50 in the second:
but you reach only 1000 possible pur-
chasers for 500. in the medium OF larg-
: est circulation. while IN the second case
you appeal TO $500 interested persons
for SI5. II IS obvious that the quality
is worth more than the quantity. This
Is a pretty difficult problem to deter
mine, onsthe surface, but It has been
al LOT
II VIII require little time i'm any given
instance. and the exercise OF experience.
judgment and patience in making tests.
Preparation Of Advertising.
There is no topic on which indivld-
ual business men are less agreed per-
haps than the preparation Of adver-
tisng. Each has his own views-and
plenty Of them are good views, sound
and truthful, fairly thought out and
pertinent.
But a great many, perhaps a large
majority fail OF successful results and
satisfaction to themselves. because they
have not had any practical experience
in the making OF advertisemcnts-in
writing for publiclty-and are not
posted on the technical details Of the
subject. More are helped out and saved
from error by the intelligent printers in
every live newspaper office I'm the coun-
try, who stand between writer's and
readers for tens OF thousands of errors
and mistakes. In these days of special
lied labor-each person doing that one
thing which he does best-it is profit
able and economical to have advertis-
ing matter prepared by an experienced
writer. 10 Is a business In itself, worth
the time and training 1t requires, and
profitable i'm wonderful degree as Il is
expertly done.
IL has been a theory for scores OF
years that anybody could run a news
paper-and the journalistic graveyards
are crowded with the wrecks OF many
attempts. Allied with the same haliu-
cination has been the idea that each
man who could run a business was most
competent to advertise that business.
The large successes of advertising are
( daily demonstrating that Il IS better To
have a person do the advertising who is
skilled and experienced IN that calling
and almost as universally Il is being
demonstrated that newspaper trained
people are best qualified as publicity
makers. The training for newspaper
work Is the best school for Advertising
education-and ! think that merchants
viii find Il is a fact that the most ef-
fective help 20 good advertising is TO
be looked for in the ranks Of advertising
men in newspaper ofices-both I'm the
general way Of writing and arranging
effective advertising. and in getting at
ran estimate of quality and quantity
values of publications
II Is the buyer, OF course, the expert
in merchandise. who knows the goods
and their story of merit and quality and
attraction. Yet it will be the trained
and experienced newspaper man who
can best present the story-maxe the
introduction-to the reader whose eve
will follow the telling In type-the his
tory and literature, the art and science.
the Industry and locality, the descrip-
/ tion and detail of merchandise. which
make up the story which goes to the
reader and which must attract before
IL impresses him.
Characteristics Of Good Advertisina.
Three characteristics stand out pre-
eminent as essential to good advertising.
Accuracy persistency, variety.
The statement OF advertising ought TO
be so exact that II cannot be misroad. IL
should not be open to the suggestion of
error. Its yea should be yea. and its nay.
nay. i should be SO direct as to be force
ful, so clear as TO be impressive-with
the presentation Of merits well within the
facts.
Advertising ought 10 be continuous
there is a loss when there Is a lapse. An
old carriage maker was grumblng one
day about the advance in price of space.
il was suggested TO him put your card
In every alternate day" NO" said the
veteran, Il don't like that. People read
the Papers every day" So they do-and
5 the advertiser who misses one opportun-
| ity' of pleasing word with the people
4 VINO read his messages, most likely makes
2 loss IN ms business, especially in these
= days of keen competition.
= There should be variety I'm ADVERTISING.
, What would you think of newspaper
1 which repeated Yesterdays news i'm TO-
7 DAYS pager And the advertisement mar
2 takes OF the changing character of tho
medium in whicn st is published Tbs
new advertisement is news after u,st 4,
is stale; and a continuous repetition &c /
reflection upon the enterprise ana In.
dustry of the name II carries.
The definition of a visiting card is
good parallel for advertising: Your carr
is yourself" Your advertisement Is ,-ou
business self 1t must be in earnest: i
must stand for your policy of enternriv,
and accommodation. il must be substan
tial as your finances are sound: It mus
be representative of your good word am
fair, cordial treatment Of your customer