The evening times. [volume] (Grand Forks, N.D.) 1906-1914, 1907-01-15


all the year to do some effective adj
vertising? Our attention was called
to this by discussion that took place
between two down town young bust
ness men neither of whom had reach
ed twenty-five years of age. The one
contending that the proper time to
work up business by advertising bar
gains is during slack time, the other
contending that expenses of every
nature must be curtaile6 at
such times. We were extreme
ly amused and interested to learn
that young men are wrestling with
such intricate problems and having
received copy of the above named
magazine We deemed it opportune to
give suggestive methods as presented
by one who has made life study of
the subject of advertising so that
those who desire to, may benefit from
this better plan"
The author says: "a good catch
phrase is good thing to use in con-
nection with your newspaper ads"
Money back if you want ct" was
very effective at one time but this au-
thor thinks it has been worn thread
bare and is no longer useful. He sug-
gests snappy phrase about the policy
of the store. the kind of store, location,
ETC., This catch phrase whatever may
be adopted, he suggests, should be
run in black type at the bottom of the
may take place in the ad until it be-
comes synonymous with the name of
the store.
While this author recommends dis
play advertising he suggests it good
plan to run line or two here and
there in the news column 10 call brief
and particular attention to some
thing of more than ordinary import
ance. He states that it is his belief
that people read ads as much if not
more than news and that in host of
publications there are more brains in
the ads than in the editorials. This
suggests the idea that ads must be
intelligently written to be interesting
to the reader. He suggests the use
of illustrations in connection with the
printed matter. Most up-to-date print
ing establishments carry full line of
suitable cuts which may be had by
the advertiser without extra espense
Don't try to be cute" the author
adds and don't promise bargains that
| you can't give" Jokes are all right
in their places and help to scatter
sunshine if properly used by they
don't amalgamate with business.
Business should always be carried on
in an honest straight forward man
ner if the dealer would gain the con-
fidence of the public and without this
public confidence no business can be
carried to successful issue. The
plan of promising bargains with the
intention of drawing crowds only to
tell them you're just sold out, arouses
suspicion that proves to be detriment-
al. Advertise as truthfully as you
would talk to customer" says Mr..
harrington, "and If you can deliver
the goods every time, people will come
back when once satisfied" This is
what one must accomplish in order to
be successful. Every customer must
be satisfied for satisfied customer is
the best advertising medium the bust
ness man has.
Many become dissatisfied because
they do not get immediate results from
advertising and discontinue too soon,
before having given ample time for
results to follow. "You cannot expect
advertising in papers to work mir
acles, and it won't sell any great
amount of goods that they do not want.
but it will bring the trade in the long
run and by keeping 'everlastingly at it
will bring success" says this writer.
That last suggestion is a good one.
Whatever course we pursue we can
attain success only by keeping ever
lastingly at it,
Many business men employ expert
writer's of advertisements for they
haven't the time even il they have the
ability to do justice to an advertise
ment, and IL written in a hurry with
out careful preparation is apt to be
insipid and not bring good results.
Every newspaper Of good circulation
should have an expert advertisement
writer who would bring good results
to the patrons of the advertising COL
umns. There is quite as much danger
in the use of poor mechanical construc-
ton as in verbosity. The proper type
and arrangement must be such as to
be pleasing to the eye and attractive.
"A fair advertising apportionment."