The Roswell daily record. [volume] (Roswell, N.M.) 1903-current, 1906-01-24
IMgs 6IfH0uB6Wthe~ geneEa1 Ntyp3gFa
ical truths are applicable to all.

NOW you must cOuStditly pSdT ii
mind that the readers of your ads
in the daily papers, now, 1 mean
are people who have possibly ffteer
to thirty minutes time a day in which
to see, read and remember what yol
have to say. The business man scans
his morning or evening paper at the
breakfast or supper table or on the
car to or from his Office, and then the
paper in which your ad. appears goes
to help build the morning fire. To gel
him you must catch his eye quickly,
be simple and direct in your speech,
and you have accomplished the pur-
pose you have paid for your space to
do. The same applies to the house
wife, who snatches up the paper
while she waits for the water to boil
or the iron to get hot, and to the
school boy or girl.
The question, then, is how to make
o u ads. attractive. By being differ
emit, and in this white space bears an
important part. OF course white space
will not accomplish all alone. You
must keep down to the minute in
type styles, border designs, cuts, Or
naments, and be distinctive in the
choice of all. But the judicious use
of white space will accomplish won
ders.
Only recently in a conversation
with a large advertiser, in which we
we're trying to hit upon a suitable,
rather, a distinctive, border, he
said to me when 1 suggested leaving
a little white space between the Dor
and the column rule as well as be
tween the border and the matter;
ooh, l can't waste all that space. I
paying good money for that. For
goodness sake, don't get the idea
that your money is thrown away if
the space you buy is not completely
covered with printing ink.
Recently in a town up state 1 was
my way to the depot. Six other
statesmen yer in the bus, and h
chap directly opposite me was look
ing through a Chicago paper. After
ped the paper open in the middle and
turning to his neighbor, said:
isn't that fellow a fool? Look at
the way he wasted money"
81 should say so.' said the next man
as he passed the paper to the others,
who all said something more or less
to the same effect. The paper came
to me. 1 glanced at the ad., folded
the paper, and, as I did so, said:
Gentlemen, don't agree with you
What is this ADJ"
The first man Immediately told me.
what other ads. are in the paper?"
1 asked. Well he nor the others had
noticed any.
"Now, then," said hasn't this
accomplished the purpose its orr
ginator intended it to do? Think of
it. It has not only, in this paper alone
the atten:.nal of seven men
but we have talked about it and re-
membered it,"
"And yes,' said one, when I get to
New York 1 am going to e that de-
pot"
The ad. in question was that of a
prominent railroad announcing the
opening of its new depot at one of its
but the type matter and the cut of
the depot occupied only about six
square inches of space in the center.
The rest was virgin white space. The
language was simple and direct-a
bare statement of fact-but the ad
got there 1t served the purpose fol
which it was intended. Those meI
saw they were attracted, read and re
membered, and that's what you want
your ads. to do, isn't it? 1 think thai