Evening star. [volume] (Washington, D.C.) 1854-1972, 1908-10-31

there are good managers. and bad: good
and bad statesmen, and oranges. so also Is
there good and bad advertising; some
very bad. More often, however. advertis-
ing fails because of lack Of appropriate
ness-like unto the right man IN the
wrong place, or vice versa. Indeed, 1t Is
not difficult to find men who can utter
high sounding phrases-others who can
make beautiful pages OF type and draw
ings. These things are in themselves OF
in the hands of those gifted with the tenn
permanent who by practical experience
have mastered the subtleties of the most
subtle Of all the businesses 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 IL
lustration Of this fact. The over is all
right as a grower; when it comes to mar
keting he is not in it. That is your spe-
cialty. The picked fruit represents the
full complement Of his investment In capl-
tai. 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 blowing 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 newspapers
Value Of the Newspaper.
Reading the newspaper is as intimate
a part of our every day life as sleeping
and eating. 1t is rare person who does
not at least glance over his daily or
- ~ Lott
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 its own Is well put by a re-
cent writer in the following words: The
newspaper carries suggestion into the
family circle at leisure moments in parlor
library, where no salesman is ever per-
mitted to enter 1t is in closer touch
with and exerts greater influence in the
home than any other printed thing. To
start with: there are in the older COM
munities a vast number of people who
have inherited the continuance of the pa
per 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
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 paper. He
does not add any new thought to it.
either, or indeed any new words, except
perhaps the three-'they do say OF al
most equal value to the advertisers. in
of the newspaper: for after all distribu-
ton Is the most important detail of ad-
vertising and the one which should COM
mand your constant attention.
ITO most people. all other than news
paper reading is more or less of an eff
fort. Because such reading can be de-
ferred. 1t is. No other printed matter
except. of course. the weekly. monthly
and other periodicals, has the potent
quality of quick and complete distribu-
ton. The reading of it can not be put
off even If we wish to do SO. The news
paper in its field has done mentally what
the electric street car has done physical
ly for the people. Like the car. 1t Is q
hurry-up affair. With the Introduction OF
electric power the people, especially those
living in smaller cities, hurried up, and
took notice. They had to. They found
about it. Formerly the car waited for
them.
Newspaper Circulation Certain.
"As to distributions: Any other printed
matter Involves a distinct anu 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 copy today. and by tomor-
row or next week the distribution is COM
plete. With the newspaper (and periodi-
cals) you know beforehand what and
where your circulation is going to be.
do not misunderstood my special plea
for the newspaper to mean that 1 think
it is the only medium which can be used
by you advantageously. You have had
recent experience in your Iowa demonstra-
ton and which should be a guide for
future efforts. 1t is not my intention to
go into details. but rather to point the
way which 1 feel sure will be of great
assistance in further 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