Evening star. [volume] (Washington, D.C.) 1854-1972, 1906-10-06
ART OF ADVERTISING
THE MEDIUM AND THE ARTICLE
TO BE SOLD.

advertising is high art" said gen.
tleman who has devoted considerable atten-
ton to this important subject to Star re-
porter, land this is one reason why some
men fail at it while others succeed.
."The two primary conditions to successful
advertising are: First, the medium, and
second, the subject. From my experience,
the best medium is the afternoon daily
home newspaper. and next the Sunday
morning newspaper, and my reasons are
these:
1.-THE percentage of instances in which
the morning paper is taken down town and
afterward discarded is greater than those
where the afternoon home paper is not
brought home, where 1t Is not delivered by
carrier and the percentage is very heavily
in favor Of the latter instance. The adver-
tisennent goes therefore. where it is desired
that it should go-into the home circle, and
it is perused and digested rather than
overlooked or hastily scanned in the IN
stance Of the daily morning paper On Sun
day mornings, Of course, the PAPER goes
into the home and remains there all day, to
be read, usually very thoroughly. by all Of
the members Of the family.
ut Is because less profitable channels are
sought is one reason. among others, Of
course, why some advertisers do not obtain
the results they may be seeking. A large
percentage Of advertising Is money thrown nT
have often wondered why these men would
attempt to SOW in fields which ought at the
outset be seen to be barren, and yet expect
to reap a harvest Of patronage from the
public.
!. Now let US take the subject, a simple
one for the sake of Illustration, such as a
single ob1ect-skates, rings or watches, all
OF which are made up into two great gem
eraf varieties one for men and the other for
women. Then let us go to the opposite ex-
treme, and take some OF the enormous
thing from a paper. of pins to an automobile
isa supplied by mail ofdeS. -----
'.In both of these opposite extremes 1t Is
the daily newspaper. which is the mainstay
Of the advertising of these firms and con-
Germs for the reason that the daily newspa-
per. and especially the daily afternoon pa
per- reaches this large class of home buy
ers. Yet you wills see some on these concerns
put a question to the prospective-these are
termed prospects in the trade-buyer,
asking him to state which he wants, or
which she desires, and II he wishes mans
pamphlet covering this article. while if it
is for the fair sex they hsHe one for the
ladies. too: 49,. .,ou,a n.v., he ...sa o,a.
lions like this. because IN nine cases out of
ten they won't go to the trouble to answer
questionable is too short. II the adver-
tiser has something which he wishes to sell
only different in style, 1t should be incor-
porated under one cover. The fact that he
may have a larger demand for the ladies'
booklet, or vice versa, seems to prove to
him that the ladies' style, or vice versa OF
the article he makes is the most sought for
by the people who read his advertisements.
or that he sells one variety of article over
the. other at the end of the year.,
reasoning and the given results should tell
him that whatever the variety of article
on which he may be short of sale is just
the variety which he ought to push the
most. and palpably the best way to do this
is TO incorporate both varieties under one
cover. where both sexes are bound TO sses