Albuquerque morning journal. [volume] (Albuquerque, N.M.) 1903-1926, 1908-11-01
Does Advertising Pay

you Win usually find that he is. through
lack of cNpericncc, unqualified TO express
mn opinion. Thoro arc, however, good and poor
methods of advertising. ana il ia quite possible to
spend a lot OF money ana derive little or no benefit.
Tho chances are that At some time or other in. the
history Of this discouraged advertiser. you will and
his name appearing literally upon the billboard, in
theater programs, city directories, hotel registers.
park swings, fence posts, etc, etc, etc. and upon
these experiences he bases his opinion. At Christmas
time he gives his friends t gift, and ut New Years
they get an expensive calendar. Now all this may
be very nice for his friends. and may show his appre-
citation of their patronage, but it is seriously to be
doubted whether ii ever drew a single dollar back
into his business.
Why are these methods not wccessful2 In the
first place, these advertisements. each and every
one break in upon the attention OF the observer at
a time when his mind is actively engaged upon some
other subject secondly, because they are not sub
iect TO change. They are SGT down once for an, and
in two days become a part OF the landscape, the
wall decoration, or Your desk furniture. as the case
may be, whore they remain practically unnoticed
To the end of time. But they fan chiefly because
after all they are not really
the mention of your name and business with possi-
bly, some hackneyod phrase ana the time has ctcr-
nany gone when tho more mention of your name
ana business viii suffice. You have got to make an
argument for yourself, ana Il mighty strong one.
II You wish to tear the patronage of the public away
from your competitor and add it to your own bust
nes' Did you over buy a suit of clothes from a
certain dealer because you saw his name on a
calendar DID YOU select your life insurance COM
pany because Of their billboard signs? Do You
patronize Il certain Jcwelor because his name appears
upon your paper knife? a little thought. with a
recollection of the fact that you are not unlike other
people, Will go Il long way toward dIspeIIinp tho
scheme" illusion
The best advertisement Is one that allows of fro
quent change of argument. that allows YOU space
enough TO make your argument. and that comes 10
the notice Of the reader when he is in n frame of
mind to receive II. The Newspaper IL the only
medium that meets all these requirements. When
a man sits down to the paper. he is, for the time
being moro Interested in the affairs Of others than
IN his own. He is ON the lookout for something now
or interesting. no matter what. ana when he comes
TO what YOU have TO say, YOU receive his attention.
The point IS this: You give him your ad to read when
he Is reading. quite different from the bookkeepor
who. as he wrestlos with a difficult account, rests
ms eyes upon the stattonor's name upon his ruler.
But there are degrees Of success in Newspaper
advertising, depending upon the size Of your space,
the quality of your argument, the length of YOUR
campaign, and the circulation ana standing of tho
paper. Every old advertiser knows, and will tell
YOU that money saved on advertising space is doubly
wasted. II YOU skimp yourself. YOU lose the pub
fishers charges, and forfeit the profits OF the ad.
Never forget that white space is worth Just as much
as black. II you wish to write good copy stand back
and listen to your skillful salesman as he sells an
article. Then put down the giat of what he SAYS $50
long as he conforms To the truth) give the printer
the room to display il, ana YOU win have an adyer-
tISemont that Will be seen by people and felt In
your business DO not put in the whole store, be-
''uH' you can not sell IT, and Il you could, You would
not have statesmen enough to wait on the people.
remember, Rome was not built in a day, and
neither Is a big business, Many a man lacks faith
~l'F 'NN'H' ~ lHiI'h W lbiloW IL
up to success. Tho man who starts in to advertise
with a desire to build up a big. solid, day-after-dny
must figure on staying with it for months
or years ana n competition be keen, all tho time.
advertisement is q salesman, nothing more or
and It must continuously represent YOUR bust
just the same as the statesmen in your store
must every day point out the merits of your goods
To your patrons. Many business men. otherwise
'hrewd, make the enormous mistake OF thinking ad-
merely a stopping stone to success, which.
ifter a business is wen upon It's feet, and known 10
he people, may be dropped without suffering loss.
success Is a comparative term: If the big store does
without advertising. how much better it might
10 with IL! Witness Americas greatest merchants.
Field. John Wanamakcr, Siegel Cooper,
TIC. II at their stage OF the game, advertising is still
how about the small and medium sized
nam BESIDES, there is your competitor. The chances
re that he IS almost as shrcwd az you. and when
lc sees you take off q little power. he wisely slides
- into high gear. a squirt for a day OF "A week uny
some temporary purpose-may draw people
o your slaughter salc-but it will not increase the
yearly volume of your business.
And lastly, be careful In the selection of your
aper for upon your wisdom in this depends the
1cross ar failure Of an your plans. Every sensible
nan knows that 1t is poor economy To buy am inferior
rtiele simply because it is cheap, ana the same ruic
olds good in advertising. That part of the reading
ubuc who arc strangers to your business. VIII esti-
your prosperity ana responsibility by tho quail
y OF your advertising and whore il is found. just
YOU estimate The worth of 70 stranger by his per-
appearance, and the people with whom ne
avols. II they ma YOU represented in the best
OF the town. the simple fact that YOU use me
st conveys to thom % good impression. on the
her hand, - shifty ad in % second class paper in
riobly carries the impression of "a small business.
proof of this. Why do you attach more Importance
an advertisement in The Morning Journal than to
O. same advertisement IN one OF the small local
"nlng ptp"r7t Because tho man who paws the
lee that tho Journals space is worth. must have
I'M in his proposition, and also because tho intep-
y ana reputation OF the paper is reflected upon
a advertisements b carries.
When You raise tho subject Of advertising rates.
u come q, once 10 that Of circulation. when you
y advcrtisInE. You pay Tor readers. ana th, adver-
ing rates should hy iu exact and direct proportion
the siz, of the circulation. If one paper should
You y 90 per inch for space, another paper
wing thro. umes the circulation of tho drst. would
Justih'l n charging YOU $500 per inch. and IL
be just as chcau.
Inc standing ana influence OF The AlbuJueraue
'rntng journal in the city of Albuquerauc ana
ough"ut the Southwest IS beyond question. Its
ut the present time. unon sworn state
nt' approaches very near 20 5000 copies per day.
IL circulation is almost three times that of n
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