The Greenville times. [volume] (Greenville, Miss.) 1868-1917, 1907-04-20

renee sill fail u 80 I1s< - geI |
benefits such as they wish they cant |
afford to sit down and share results
paid for BY others. r. this idea can
BE firmly rooted IN the mind Of the
merchant, he will be better adser-
[t1ser. and the publisher will not only
get more satisfaction out Of his work,
but will realize better feturhs also.
To get the best results there should
be at all times the most pleasant and
|con7dentiaI relations between the adj
vertiser and the publisher Each
should recognize the importance Of
the one to the other. This reeipTo-
lcaI relation should be SO apparent
that It is easily maintained. But there
comes parting Of the road at times.
When it does, let it come with as lit
| tie friction as possible, SO as to make
a renewal of business relations an
easier matter.
One word as to the character of the
advertise ment There is no doubt in
my mind that the carrying OF ques-
tionable advertising matter IS ms
take. It will do more harm than
good and result in loss IN the end.
| It will prejudice readers, especially
NEW ones, against the paper and have
| a tendency to lessen the Importance
of other advertisements in the same
! paper. An advertisement IS a good
deal like the man who writes it. He
lis known by the company he keeps.
Nv advice is: Eliminate all question
| able advertiser nts. Don't give your
readers good advice IN one part OF
your paper and bad advice in another
part. even though some one else
writes and pays for the latter. Good
results will not follow such course.
| Tn Charlottesville we have several
| grocers who hold special cut price
sale for each Saturday. No argument
/ is needed to show those merchants
/ that advertising helps their Saturday
sales. It was my good fortune to
make few mistakes in the price list
at different times. | say good fortune
because the merchants heard from
their customers as to those mistaken
i prices. But it made them frmer be-
llievers in the old saying that 1T pays
to advertise
/ On the other hand, if cut price
sales are good for the merchant the
Question naturally arises as to why
they would be also good for the pa
per. / can not answer that question
from experience. Perhaps some. Oh
those present can. If cut price sales
stimulate the business Of the mer-
chant and do not demora1ize it IN
any way, why could they not help
the business Of the paper also
Looking at it from distance, Sc.
, no reason why good results might
not follow a trial Ih1s schems
: might induce some non-advertisine
: merchants to become regular adver
itisers, having found the one day plai
"a means of attracting new customers
There is no reason why pape'
should not experiment in getting new
: business as we'll as the merchant
To get the best results the adveftis
ling columns Of paper should be a
| carefully and intelligently edited a
] the society or other columns. 1 hav
! read advertisements that were rea
! literary gems in their way. They al
/. traeted attention An advertisement
should not only be well written, pu
. we'll set. A poorly Worded advertise
a ment can be redeemed to a certain
t iextent by skillful ad setter, and
E well written one can be rendere,
d worthless by a careless or lncompe
S tent compositor. It is good plan t
+ repeat to the man who sets the &C
y Ivertisements any compllmentar
n words you hear regarding his worl
r That won't hurt him, but will maE
= him feel that his efforts are apr
ciated.
f. Little time is needed as rule
Ie convince an experienced merchant
h to the Importance and advantages
n newspaper publicity, but with t
!, new man it is different. He mu
ne be convinced that advertising IS
cold business proposition; that it
C not puzzle or guessing conte
Ily He must be made to see that sat
lid factory results will follow wise a
We liberal campaign OF publicity as SUI
TO 1y as night follows day
w.