The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1904-03-02
AD READERS.
Who They Are-HOw They Read Then

There is large class of people
nowadays whom it is not necessary
to trick in order to have them read
an advertisement. 1t is not neces-
sary to run the ad next to reading
matter, and to attract the eye from
the news features or literary articles
by forcible catch lines and seductive
display, to have them read the adver
tising columns.
Many are more interested in adver
tising matter than they are in any
other feature that appears in the per
iodicals that come into their hands.
All advertisers cannot, of course
afford to ignore the matter of position
It is desirable for general adver
tiser, who is using comparatively small
space, that his advertisement shoule
appear next reading matter. This il
particularly important if he is adver
Using something that appeals especi
ally to men. The small ad will d.
better, if it does not appear in page
of solid ads, as general thing. Blu
If it is among a page of other ads o
similar size, all of which appeal more
or less to the, ad-reading class, it will
be found and read. The small adver
tiser should see to it that he is no
blanketed by the big fellow.
Among those who take especial
pleasure in ad-reading may be men
toned the bargain bunting woman
An ad of dry goods store bargain
offering does not require to be mex
reading matter, in order to have be-
see it-you cannot hide 1t from her
If you try. She turns first to the adver
tisiDg pages, next TO the Woman's page
with its beauty and fashion hints.
The editorial page, in newspapers Ii
considered one of the most important
But let me tell you that the average
editorial page is not read by 80 many
people, nor is it given such clos,
reading as are the large ads of the big
department stores. People take more
interest in their personal affairs thar
they do in Panama, and it is an inn
portant matter to them that they
should learn where they can spend
their money go as to get the mos
value for it. That is the aim of The
good retail advertisers to tell wha
they have to sell, and to tell it il
such an alluring way as to convince
people that their store is the best place
In which to spend their money.
Did you ever watch a person VIII
had purchased magazine: Do so-tel
to one, he will look through the adver
tising pages before he begins to reaC
the literary matter. In a marjorit.
of instances, it will be found that b.
will look over the advertising, ever
before he looks at the pictures in tn
literary portions of the magazine
Americans are interested in adverti
sing matter-there is no doubt o
that-they will read your advertising
if it is made interesting enough to b
readable.
If the article offered is a meritoriou
one, and Its merits are conylncingl.
set forth, advertising will sell th'
goods. People are seeking place t.
spend their money, and will spend i
with that merchant and manufacture
who gives them the best reasons wh.
they should spend it for their goods.
Another class that gives an attentive
reading to the advertising matter tina
comes into their hands are the resident
of the rural communities who read
they agricultural papers and the mai
order. monthlies. These people hav,
fewer periodicals than many city resi-
dents, and in the winter months the.
have lots of time to .read-there beinl
fewer social diversions than in tn
cities and larger villages. Therefore
they read their papers through-eyer.
word of them Including advertise
mehlS.
: An advertiser cannot expect to sci
automobiles to this class of trade, bu
any article used on the farm, any mod
crate priced necessity or luxury can bt
sold to these people if the right methot
and literature are used.
When going after these people, the
advertiser should adopt q more per-
sonal tone; he should tell bis stor.
more at length. Since he expect thes
people to order without seeing tn
goods, he must be explicit, and Civ
all necessary details. These peopl
have the time to read, to consider, tn
matter, to talk it over. See that th
advertising is strong, convincing
makes a lasting impression. Then fol
low up the inquiries, politely and per
sistenly. Byron Howard.