The mirror. (Stillwater, Minn.) 1894-1925, 1905-05-25

AS we move along we find this street
solid mass of display. Some are poorly
gotten up. Some are old and covered
with dust. We may safely come to the
conclusion that the firms represented
by these poor displays are not to be
counted among the most progressive
business houses in this street.
Now, if we take particular notice of
all displays along this street we will
find that others are changed daily;
some every other day and some every
week. They are always neatly ar
ranged and always seem to attract
more or less attention. Firms thus
represented we may at once pro-
nounce progressive. Why? Because
the professional shoppers of today does
not go by the size of the building the
firm occupies. In passing judgment
he or she, as the case may be, first
looks at the display windows. Then if
at all, quantity and quality are consid-
cred. Usually the clerks word suf1ices
for the last mentioned.
The period to study display windows
is around the holidays-Christmas and
Easter. This is not just custom with
our business men, it is done because
they know how to advertise. For ex-
ample, it would not do to show up
hammock and lady's sun bonnet in
January. Nor would it be policy to
display hard coal heater in full &C.
tion, and fur-lined overcoat in July.
Each article must be advertised dur
ing the season it is best adapted for.
Minnesota, as we all know, has four
seasons. Therefore, because there is a
greater variety of goods adapted to the
seasons of Christmas and Easter, you
will see better displays and advertis-
ments at these times.
Printed advertisements have ad-
vanced wonderfully during the
past few years. 1t is only few
years ago that this method was
nothing but long list of articles with
the prices of each affixed. There we're
no explanations or illustrations. A
person reading his newspaper or mag
azine would not be tempted to glance
over an advertisement therein Why
Because of their unattractiveness.
Today while you are reading your
magazine the first thing you know you
find yourself studying the ads. They
are SO well gotten up; the cuts and
illustrations are so attractive that they
appeal to your taste at glance. Here
is the secret of successful advertising.
You must find something that appeals
to the public taste at merely glance.
The art of knowing this is profession
in itself. there being schools that teach
it. The window trimmers and the ad-
writer's both command good salaries
ranging from $500 to $4,000 pei
week.
The billboard, is another method in
extensive use. This is the most pic
turesque way of advertising now in
: vogue. In your travels you will al.
ways find neatly painted billboard in
, some conspicuous place. Should you
} be passing through mountainous re-
5 gion you are likely to see billboard
on mountain side, way up among the
5 clouds with such phrases as, "Schlitz
D The Beer That Made Milwaukee
! Famous, or, ellis Masters Voice." ar
! tistically painted on it. A great dea
! is being said about the so-called bill
r board nuisance. 1t mars natura
Y beauty some claim. Possibly it does
: but town or city without its bill
f boards would look little dead to me
1 should think, there can't be grea
i deal of business done here. This cam
9 be very enterprising berg; guess II
/ move on. On the other hand, if
|. owned residence opposite which ther'
|, was vacant lot or piece of ground,
would prefer to have a neat BILLBOARD
I on this vacant lot. think it woult
il be more attractive and beautiful thai
i a tall growth of weeds or deep grave
s pit. Our tastes differ; some woui'
y prefer the gravel pit, but the billboar'
8 is a sign of activity. 1t shows tn