The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1908-06-16
AID. PEOPLE MEET
The Second Luncheon of the
Topeka Advertisers Club
At the Glenw0Od Hotel at Noon
Today.
TALKSONADVERTISING
BY j. L. Vincent, Secretary OF
the Organization and
HI. s. Street, of Crosby Bros. AID.
Department and Others.

The Topeka Ad club, made up of adj
vertisers, advertising representatives.
and the representatives of newspapers
and other periodicals, met at luncheon
at noon today at the Glenwood hotel
There was a large attendance and
much enthusiasm. Charles p. Adams,
president, presided. H. A. Heath is
secretary.
The programme was arranged by ].
L. Vincent and Albert T. Reid of the
committee. The speaker selected for
this luncheon was John Metiver, ad-
vertisins manager of the Geo. b. Peck
Dry Goods company of Kansas City,
Mo-, who was down for a paper on
advertising That Brings Results" He
telephoned at the last moment that he
was kept away by the floods. In his
place Mr.. J. L. Vincent of the Missouri
Valley Farmer, an Arthur Capper pub
LEGATION gave valuable presentation
on advertising matters
ADVERTISING THAT BRINGS RE-
SUITS.
Mr. Vincent said on the subject,
advertising That Brings Results"
This is the only kind of advertising
that the business man of today should
strive to put before the public-the
only kind that is worth while is the
advertising that sells the goods. That
is the primary aim and object of all
advertising-to dispose of your stock
in trade, whether it is a buggy,
ready to wear gown, piece of calico,
or trip to California. All come I'M
der the same head-something to be
/, disposed of by the owner. and adver-
Using is only successful insofar as it
| reaches the people and interests them
| in what you have to sell.
How best to do this is the question
| whether by the use of newspaper
space, on billboards, by circulars, or
alone is the best teacher as to the best
| methods of publicity which fits the
article to be sold.
F'irst-The advertising along any of
| the lines suggested above must attract
| the notice of the persons you desire to
| interest, whether it be by it's simplicity
or by it's glaring headlines. Then
| when you have succeeded in attracting
| the attention of the reader, the propo-
sition offered must be of sufficient in
| terest to hold that attention.
| Second-The ad should be concise
and to the point. 1t should be SO
worded as to leave no question in the
mind of the reader as to what you
| are trying to dispose of. Long winded
and elusive advertising does not bring
results. 1t tires the reader and in nine
cases out of ten he does not read to
the end to find out what you have to
off-and if he does, it makes no i'm
preston on him, or fails to arouse any
enthusiasm. or desire to possess what
| the other man is trying to sell.
Third-As to illustrations in Adver-
, Using: Along this line there is bound
| to be a vast difference of opinion, but
from observation and experience 1
| believe that this is the greatest and
best means at the advertisers COM
mand of attracting the attention Of
prospective buyers. OF course, to pro-
duce the most favorable results, the
| illustration used must be attractive
and opportune, and the cuts used
those which will produce the best
print. There is no question but what
| the value of the ad is enhanced by the
use of illustrations. In fact, it is true
| that the advertising used by the most
successful advertisers of today, is il
| lustrated advertising
| Fourth-There must be individual
| ity to your advertising, whether it be
in the style of copy used. the manner
| of arranging the ad or the adherence
| to a particular style of illustration or
| type. Individuality in advertising has
| resulted in not few fortunes and the
sooner the progressive advertiser of
/ the better it will be for his business
and the broader will become his field.
| Now, Mr.. Business Man, you are af-
| ter results, and the only way you can
produce these results is TO put
thought and individuality into your
advertising, and keep it before the
| public. 1 don't care what you have to
| sell, if there is merit in it you can sell
I it by the right kind of advertising
space persistently used. 1t makes no
difference what your business is. it
cannot be advanced without advertis-
| ing and you will soon be crowded out
by your more progressive contempor-
| aries.
| Don't make the mistake of thinking
| that you can whenever you wish sit
| down and dash off a half page of
/ copy and the next morning have a
crowd standing outside your door.
| You may be able to do this OCCASION
ally, but it is not the occasional crowd
that spells success. Rather sit down
and give your advertising careful
| thought and have your store COM
| fortably filled each day with regular
customers, the people who believe in
your advertising, and are buyers, not
| sightseers. 1t is the confidence in
| spired by your. advertisements, the
| giving of good measure TO every GUS
toner in both quality and quantity
the living up to every proposition Of
fered that insures continued and best
| possible results from your advertising
In closing, i want to impress upon
you one and all, the all important fact
that if you are going to grow in your