Evening journal., 1904-01-26
PROBLEM OF PUBLICITY
Principles Are Plain, But Application
Is Varied and Often Difficult.

j; Is a bold and comprehensive state
mont, but a true one. that advertising IS
the difference between success and fail
ure for any general business-good mer-
chandise. a proper store and a demand
ing community conceded.
What advertising consists Of is a uni
versally-common proposition-the spread
ing of information, telling the news, OF
erty, Whatever is to be marketed. among
those who want to buy.
The application Is the problem that IS
hard TO solve; yet which each man must
solye-mostly must work out for himself
and which varies with goods, commun-
tiles, markets. environments aud costs.
Here Is the pinch of the problem and
from this application-decision success or
failure will proceed. Usually IL IS as
sagacious for an inexperienced man to
try TO solve this matter unaided as It
would be for him TO cndeavor to conduct
the legal questions OF his business with
out a lawyer to counsel him.
In a general way, the question comes
down to two practical questions-wrlting
and placing-the preparation of the ad-
vertising matter and the choosing Of
mediums which shall reach those who
may become buyers.
In the abstract these two considera-
tions are easy OF adjustment.
The writing should be concise, plain.
direct brief-illustrated If helpful pictures
may be had-timely, truthful, comprehen-
sive, and continuous. There Is no better
reason to expect or hope for a good and
permanent effect from single advertise.
ment than from single good dinner, or
single rain, or a single fair day, or a
single doing of any OF the recurring daily
duties Of life. Overstatement should be
avoided so should multiplication OF
words the impressionistic style; merely
literary story telling or fowery express
sionism-wliatever is of false or faddish
or foggy nature.
The best mediums-the daily newspapers
ARE quickest and most effective and
hence most profitable. The character OF
the publication, its location. the commun-
ty which supports It, quite as much as
circulation, are factors Of value in the
sound Acknowledgements vehicles. The
possible buying-people, back Of any publ
cation, is the element OF work to the ad-
vertiser; and most periodicals carry the
ear marks Of availability in their pages.
On these points the advertiser must dis.
crim'nate and decide for himself.
Class publications have a strictly limit
ed field; partisan organs appeal but Ia
narrow classes, mostly inferior as patrons.
weeklies and monthiies are too infrequent
Tor quickly changing business; religion.
journals are restricted to sectarian lines,
beautiful paper and press work impose a
tax upon publicity; catalogues are slow
and costly. And yet every one of these
kinds Of publications has its own merits
and appeals to a certain element of so.
cieiy. Is the publication good for my
business? win 1t reach my element of so.
ciety? are the questions each advertiser
must decide for himself.
Both advertisers and publishers ought
to know more of each other, for the heir
OF business and their mutual advantage
The advertiser needs to study publlca.
tions individually. throughout the felt
which he means 20 cover. When he know.
them he can spend his publclty-mone,
with the certainty Of rich and continuou,
returns.
The publisher needs to know the Gu
paclty Of his journal for service. Wher
he does, and can show the advertisers how
it VIII pay to advertise he'll have all tho
business he can do.
The principles OF advertising are reall,
plain probloms-it's the application that +,
continuously muddled and befogged. ant
about which advertisers and publisher.
are alike at variance among themselves
The only way out is through wise enter.
prise. conservative experiment, patient in.
vestigation. and the help Of those whc
have devoted their business-lives TO thi.
newest Of the arts-publicity making
which is the most powerful assistant thal
modern wisdom and development hav,
brought 20 the aid of all kinds Of callings
Industries and occupations.