Evening times-Republican. [volume] (Marshalltown, Iowa) 1890-1923, 1908-11-27

You have already grasped the point
wish to make; that is. that there is
no limit to the things that may be
profitably advertised. Surely If the
staff Of life. and the graveyard can
be promoted by this means there is
chance for the orange. If this be
true, then we have only to give our
serious attention to the how of the
advertising: consider the character,
and search for the very best method.
Just as there are good managers, and
bad; good and bad statesmen, and or
anges; so also is there good and bad
advertising; some very bad. More Of
ten, however advertising fails because
of lack Of appropriatness-like unto
the right man in the wrong place, or
vice versa. Indeed it is not difficult to
find men who can utter high sound
ing phrases - others who can make
beautiful pages of type and drawings.
These things are in themselves of no
earthly value. unless as instruments in
the hands of those gifted with the
temperament who by practical expert
ence have mastered the subtleties of
! the most subtle of all business of this
rapid age. Experience is Of much
greater value than ability.
An Age Of Specialization.
Let us start with a full realization
that we live in an age of specialization.
Your own business of selling oranges
is an illustration of this fact. The
grower is all right as a grower; when
it comes to marketing he is not in 1T.
That is your speciality. The picked fruit
represents the full complement of his
investment in capital, intelligence, and
labor in the orchard. You do not invade
his field of activity. His speciality is in
studying grating and planting and
spraying. and the many other problems
and secrets of the still life of the grave
the plow'ng and irrigating.
AS TO the mediums to be used, you
know. of course, that the most direct
and most easily employed means at our
ready command, for use in educating
desire is the newspaper.
The Value of the Newspaper.
Reading the newspaper is as intl-
mate part of our every day life as
sleeping and eating. 1t is rare person
who does not at least glance over his
daily or weekly paper, and to the great
majority of people it is the only avenue
open to their minds accessible to those
who have things to sell. The peculiar
strength which is all it's own is well
put by recent writer in the follow
ing words: 1.-THE newspaper carries
suggestion into the family circle at
leisure moments in parlor or library,
where no salesman is ever permitted
to enter" 1t is in closer touch with
and eXerts a greater influence In the
home than any other printed thing.
To start with: there are in the older
communities a vast number OF people
who have inherited the continuance OF
the paper which their parents read. 1t
is as real to them as proofs of holy
writ" To practically all others, it is
their own choice. The intelligence of
the worlds doings is cleaned from it's
pages. That which many deem their
own judgment. as related to current
topics, is merely reflection OF what
they have read in their home paper.
What reaches them for the first time
in today's issue, in a week or a day
later, has become their belief and
knowledge. And now that l remind you
of it, you have a friend or neighbor,
whose conversation is largely made up
of what he has read in the days pa
per. He does not add any new thought
to it, either, or indeed any new words,
except perhaps the three-"they do
say" OF almost equal value to the
advertisers, in my judgment, is the
for alter all distribution is the most
oco :ss. f1,n
one which should command your con-
slant attention.
To most people, all other than news
paper reading is more or less of an eff
fort. Because such reading can be de-
ferred, it is. No other printed matter
except, Of course, the weekly month
ly, and other periodicals, has the po-
tent quality of quick and complete dis
tribution The reading of it can not be
put off even if we wish to do so. The
newspaper in it's field has done men
tally what the electric street car has
done physically for the people. Like the
car, it is a hurry-up affair. With the
introduction of electric power the peo-
pie, especially those living in smaller
cities, hurried up, and took notice. They
had to. They found they had to catch
the car and be quick about it. Former
ly the car waited for them.
Newspaper Circulation is Certain.
AS to distribution Any other printed
matter involves distinct and separate
work, with all kinds Of obstacles. When
YOU use the newspaper you do not have
to create circulation, or attend to it.
The circulation is.
Determine just the kind of people and
the localities you wish to reach and
YOU have at hand the distribution that
will reach them.
Place your copty today, and by to-
morrow, or next week, the distribution
is complete With the newspaper (and
periodically. you know beforehand
what and where your circulation is go
ing to be
Do not misunderstood my special
plea for TIC newspaper to mean that
think it is the only medium which
can be used by you advantageously
You have had recent experience in your
Iowa demonstration and which should
be a guido for future efforts. 1t is not
my inten ion to go into details. but
rather to Point the way which L feel
sure will be of great assistance in fur
Their developing your business.
When people begin to notice oranges
being advertised, they will wonder, and
then talk In talking they will repeat
what you make them read of the.
oranges. Get enough of them talking
and this free advertising will sell all
the good oranges that can be raised.