The morning Astorian. [volume] (Astoria, Oregon) 1899-1930, 1905-05-07

the boy departed happy. That's what
judicious use OF printers Ink In The
Moaning Astorian accomplished !,
lcreates desire for the goods,
600
The Foare & Stokes Co. are about
TO add some new show cases on the
main tioor near the east entrance. In
(which additional stock OF silverware
VIII be displayed, II room can be
found some OF the higher grade crock /.
cry now In the basement will also be
moved up stairs,
600
you wouldn't try to sail canoe
with the same canvass that you would
use on full rugged ship, neither is 4,
a good plan to use too much space 10
advertise the small business" Rusty
Mike In Whites Sayings.
0o@
The ad man is proud OF the fact that
he has kept a number Of advertisers
from plunging into big space unneces-
sariiy, The result has been satissac-
tory all around. We hold the business.
| write the I'D ana the advertiser gets
business. A little space well used is
better than a big space abused.
o GO
The Astorian has repeatedly refused
advertising from Porp pands Arms IN
certain lines. merely TO protect local
business. II cannot be said that we
ssk too much now. II we ask the New
Rate Card price for advertising from
ocal merchants who even then pay
'nly small margin of profit. when !
we can get from out-of- town mer.
,hants double and treble the rate card |
,rice any cay. and yet we refuse. This |
'aper delivers the goods. and the mer-
hants who want the goods, must |
tand by the paper to get the best
'oods.
Get New Rate card-Then see the
d man. IL you have doubts about It's
airness. We have convincing evidence
hat will bring around the most skep-
Ical
600
'An Inch Of good convincing adver-
sing pays better than page of pad
ing. Rusty Mike In Whites Say
igs.
What your ad Is In Is quite as im>
ortant az what Is In your aj."--Rusty
lake.
II you want to help the paper by al
use live ad. Dead ads hurt
ny paper and don't do you any good
eople want ad news In your an
and the more recent Il Is,
lie better It pulls. II you cannot az
'rd to advertise right, don't DO II at
I.
" ~ " L
There Is a reason for everything, Is
/ old saying. But Is II true that !,
ere Is a reason for neglecting ones
isiness and then complaining OF peo- :
e shopping elsewhere? Surely mer-
Iants can find enough to do on their
emises to give at least a great part
the day to the business. The man
no sleeps and permits his clerks to
eep; the man who cares not and does !.
t mind II his clerks care not, he is
e man who will wake up some MORN :
TO realize that his neighbor has +
It the business which used TO come
him.
Schemes are all right In their way. n,
t the same money spent In advertis.
In newspapers and other mediums :
II bring greater returns. Occasion-
y some bright merchant hits upon :
heme that pulla But it's dead II c
ntinued too long. Newspaper pub
ity Is never dead. IL you use new b
py and good copy. :
600
The newspaper wants to demon
ate that advertising pays and can In
d will do its part II the advertiser
u do likewise. II the merchant looks la,
on his advertisement In the news nj
per the same way he looks upon his IW
NV windows and dresses his adver- II
ement as frequently and well as he lar
IS his window 1t will bring him rich -
urns. The newspaper has the ad- lOl
ltage over the shop windows, as II
,s directly to the homes Of the buy
and does not wait for the occas- Ibe
al passerby to stop and see. The o.,
reliant who Is careless and irregu- lin
abopt changing his advertisements Iiu
relize very little from his nibney Ith
inyested."-Whlte's Sayings. al,
600 lea
he Glidden Varnish Co. which Inn,
mt $4,000 on one advertisement In We
May number Of the Butterlck trio 70,
gazines, as stated last Sunday, paid Ice
Curtis Publishing Co. OF Philadel- =
nearly $1,000 for comparatively
III announcement In The Saturday -
ming Post OF April 20 last, merely LisI
call attention to their May ad in
pgtffarfnE ~ M .t,,no l.