The Chickasha daily express. (Chickasha, Indian Territory [Okla.]) 1899-current, 1906-08-09
Advertising Manager.

Advertising Manager.
The advertising manager q N al.
vertiser's advertising is in every way
different and distinct from The adFer-
tising manager OF solicitor OF peri
0dieal. for the former is IN no sense
q solicitor. He is a buyer Of adTertis-
ing space and geLeralis a writer Of
advertising matter. As a rule. he is
as Independent as the manager Of any
other prominent department Of a
business concern. taking orders only
from some member Of a firm, some
officer, OF from the board Of directors.
Il Is his business.to buy the adyertis-
ing space and the printed matter, and.
further. 10 prepare. or have prepared.
the advertisements and advertising
matter. He is as much a Profession
al as a business man. rather more so
IN point Of fact Business ability
alone is not sufficient for the success
Of an advertisers advertising mana
ger. He need nave no selling ability
whatever. He may not even under
stand bookkeeping or the clerical side
Of business. so long as he knows how
70 buy advertising. how to write ad-
yertisements. and how to obtain gen
eral publicity.
To be successful. and 20 reach any
where near the top. this advertising
manager must be a composite man OF
high grade. with a knowledge Of the
principles Of business and a practical
experience in the methods or usages
Of businesAi and. further. he must be
enough Of a wgiter and have a suffi-
cient education - give him a COM
mand Of language so that he shall be
able 70 write properly about that
which his firm has for sale.
Advertising managers Of the high"
est grade receive as much as 10000
year. although comparatively few
ever enjoy salaries exceeding half
this amount. The average salary paid
to a fist-class man Is probably not in
excess Of $1,000.
The advertising managers Of large
retail stores receive from 81 200 70
$4,000 a year. the average salary for
the rank and file not exceeding $1,000
year. and that of the upper grade
man being about $4,000 a year. The
great department stores in our large
cities invariably employ advertising
managers. paying them from $500 TO
$4,000 a year, the smaller stores
paying salaries ranging from $500 70
s2.500.
One cannot learn 70 become an ad-
yertisement writer. True, the adver-
Using school or the advertising book
may teach the principles Of advertise
ment writing. SO can the school and
book impart the principles OF law and
of medicine; but neither in itself can
make an advertisement writer any
more than It can make a lawyer or a
doctor. Unless one possesses a pc
culiar natural ability, advertisement
writing offers TO him little or no op-
portunity. The boy who cannot COM
pose, and compose decently well. or.
in other words. cannot properly pre-
sent himself and his ideas In writ
ing, will never make an ADVERTISE
ment writer, and no amount Of study,
training and experience will ever give
him more than mechanical proficiency.
He will never become a writer Of real |
advertisements with /
life in them. The boy who does not |
observe things, and who cannot carry |
in bis mind the result Of his observa-
tions. may not hope to become an ad-
vertisement writer.