The weekly herald. [volume] (Amarillo, Tex.) 1906-19??, 1908-02-20
EXCHANGE COMMENT.
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The Men That Write the Advertise
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coupled WIN goou numol and houhu
sense II is Irresistible,
Business Is a fine art. Salesman
ship calls into play more than the
meaner qualities OF the human mind.
II demands the exercise OF courtesy,
discretion, decision and, above all,
honesty. At Its best, It requires
touch OF dramatic art This is ee-
peclally true OF the advertising tea-
ture of craftsmanship,
The advertiser who sells staple
article, year after year, at prices
which vary only with supply and
demand, adyertlses TO fix IN the pub
lie mind the essential facts; That
he Is at q certain location, that he
has goods OF quality, that his prices
are fclr, and that he deals honestly
with his customers, lie aims, in a
word. to standardizc his house.
The advertiser who is selling a spe-
clalty. or a real estate addition, or
anything outside OF the routine OF
trade, has need OF another kind OF
advertising. what he wants Is spot
| light publicity. lie must focus pub
lie attention, and fix public interest,
upon his proposition, so sharply, In
brief campaign that quick action
will follow. He must win the pub
Hes eye and convince its mind ST.
multaneously. The routine adyer-
tiser can content himself with for
nal brief announcement, Not so
, the specialist. The latter has but
few shots to fire, and every one must
) reach the bullseye.
This kind Of advertising calls for
the services OF the man that can
grasp the advertisers proposition en-
: tire and give II out in an eDigram, a
, man that can see clearly, think
straight, and write directly, with
proper emphasis upon the telling
facts-a man that has the dramatic
instinct,
advertising schools have lately
sprung up in many cities, They have
, put thousands OF men In the way OF
, lettering themselves, But they will
very likely fail to produce geniuses,
as the schools OF journalism have
, failed to produce great journalists.
, 1t has been somewhat the fashion
, of the journalist to condescend to
, the writer OF Advertisements; to re-
gard him as a sort OF poor rela-
> tlon,u or, at best, a country cousin
, this Notwithstanding the writer OF
; advertisements, in the higher levels
q OF his calling, blossoms in jewels and
4 fine linen that would excite the envy
OF the Journalist II the latter were
> capable OF entertaining a sentiment
q as mean as envy, which he is not,
q His thoughts are upon nobler
themes; he is saving the country and
6 guiding the hands OF its appointed
v rulers. Happy dreamer! Disturb
r him not with ungeherous laughter.
His poor relations downstairs in the
business office feed and clothe him,
q and he knows II not, yet hath he a
n true mission. For his dreams, which
= are the races dreams, come true, In
4 no small part because he so Loyalty
and unseltishly expounds them from
j his tripod-throne.
o The grosser cares OF life--the mer-
h chants necessity to market his win
y ter wares ere spriug comes trailing
down the country lanes; the real es-
: tate mans burden OF unsold lots and
6 acres. that must be dealt across the
counter II he would take profit of his
n Investments; the wage-rolls that
I palmer men have 10 wrestle with
t. weekly and monthly--these are the
= factors with which the writer OF ad
n vertisements must deal, II is UP to
: him to supply the stimulus of com
mercial heart action, lest the pulse
beat slacken and men stand idle, In
want Of a market for their products
OF him the world does not demant
grave Oxposltions Of the Newer
Thought, or essays on government
Q All that It asks OF him is candor
!, with good humor, sound sense, cour
4. tesy, discretion, decision, honesty
- and the dramatic instinct.
. Luckily for the world of trade
and for the press, he really does
possess all Of these qualities in som,
4 degree. lie is worthy Of his hire
&c And since he has not much of publ,
- honor let him be comforted Will
= Eglad garments-Houston Chronicle
) \
& Texas swine breeders intend to
take a few thousand dollars wortl
oFAhoo, IN the Fort Worth far stool