Turner County herald. (Hurley, Dakota [S.D.]) 1883-19??, 1904-01-14
ADVERTISERS cATEcHlsM.
Questions and Answers Showing Ad-
yantaaes Of Publicity.

vantages Of Publicity.
O-What is agood advertisement?
A good advertisement is one
which contains just what you would
say in personal talk to a customer
or prospective one.
Q.-What is a bad advertisement?
"A bad advertisement is one in
which you and your business are
placed in false light; in which you
say things about your business which
would make your wife laugh at you.
Q.-What is a timely advertise
ment? A timely advertisement
Is one which strikes the same note
As the days weather and the peoples
. inclinations; it pushes your business
on the lines OF the least resistance.
O-Whatis is an untimely advertise
ment? Am untimely advertise
ment is one in which you say today
what you should have said yesterday;
it is like the man who always misses
trains.
O.-When is it time to slow up in
advertising? Alt is ADVISABLE
to slow up in advertising on the day
that vou discover that your business
is too big; that you must do some
thing to stop its growth.
Q.-When is the right time of
year to increase the advertising ap-
preparation? A.-The right time to
increase the advertising appropria-
ton is the day you conclude that you
can handle more business and that
you can grow accustomed to 8 larger
bank balance.
Q.-Should an advertisement be
! changed every dayl A.-One stroke
of the hammer on the anvil does not
fashion the horseshoe. Sensible re-
iteration is sometimes necessary in
an advertisement to properly In
press a reader.
Q.How often should an advertise
ment be changed? Am adver-
tisement should be changed as often
as your business story changes.
Sometimes this may mean every
day.
Q.--What proportion OF nerspa-
per readers read advertisements? A
The proportion Of newspaper read
ers who read ads include all OF the
thrifty careful buyers of goodsj all Of
the 1ook-before you-lcap" people.
Q-What class of newspaper read
!crs do not read the adsf A.-The
class of newspaper readers who do
not read the ads. are the people who
do not read advertising Of any sort,
and there are so few of them that in
this city they could be housed in a
modest building indeed and still have
apartments to let,
Q-When does newspaper adver-
tising cost too much? A-"Now
and then" newspaper Advertising
costs too much; for you cannot af-
ford to have your business prosper
only now and then.
Q--When does newspaper adver.
tising cost too little? A-Strangely
enough, newspaper ADVERTISING costs
too little when it costs too much,
and that is when a poor medium is
selected or when a good one is used
too seldom. A clock is usetnl when
it is running.
Q-When may a merchant know
that his ad, is good one? Aft a
merchants wife, on reading his ad.
finds something in it which she would
like to buy even if his competitor
sold it, that ad Is good one.
Q-Will a poor advertisement in
a good newspaper paye "A poor
advertisement, if in good newspa-
per, may sometimes pay-just as 2
store luckily located, but without en-
terprise, may sell goods. But a
good ad in a good newspaper is bet
ter.
Q-Is there not as much danger
in overadvertising a business as in
overcapitalizing it? A-Oyercapital-
izing business and overadvertising
it might be equally dangerous, but as
the latter has never been done there
is no telling.
Q-Admitting that newspaper ad.
vertising is good thing, may not =
business become ssdrunkepn throush