The Fargo forum and daily republican., 1908-11-02


promoted BY this means there sis d
! chance for the orange: II this be
trues then we have only to give our
serious attention to the how OF the ad :
vertisin1 consider the Character, and
seafrh for the very best method. Just
as there are good managers, and bad;
good ana bad statesmen, and oranges,
so afso Is there good and bad adver-
tising: some very bad. More often,
however, advertising fails, because of
lack or appropr like unto the
right man in the wrong place. or vice
versa. Indeed 1t is not difffcult to
ind itaed who can utter high sounding
| phras s-other who can make beautiful
pages 81 type and drawings. These
things are In themselves of no earthly
value, Unless. as instruments In the
hands Of those gifted with the temper
ament who by practical experience
have mastered. the subtieties OF the
most subtle OF all the businesses OF
this rapid age. Experience is Of much
greater value than ability.
kh Age of Specialization.
Let us start with full realization
that we, 1--we In an age OF specialization.
Your own business of selling oranges
| is an Illustration OF this fact. The
| grower As ell right as d grower: when
It comes to marketing he is not in 1t.
That is your specially The picked
fruit represents the full complement
OF bis investment In capital, sinteIli-
genes. and labor In the orchard You
do not ttnyade 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 fri
| eating.
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 IL the newspaper.
The Value of the, Newspaper. Y
Reading the newspaper Is as inti-
mate part OF our every day life as
tsleeping and eating. It is a rare per-
son 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 strengt th which is all its own
is' we'll put by a recent writer IN the
following words /: ''The newspaper car
ries suggestion into the family circle
at leisure moments In parlor or library,
where no salesman is ever permitted
to enter" It is In closer touch with
and exerts a greater influences In the
home than any other printed thing. To
start with there are In the older COM
munities vast number OF people
who have inherited the, continuance
of. the paper which their parents read.
IT Is as real togthem as proofs of holy
writ. "ss To practically all others. II. is
their own choice. The intelligence of
the worlds doing Is CLEANED from it's
pages. That which many deem their
own Judgment. as related to current
topicss is merely a reflection of what
they have read In their home paper.
What. reaches them for the fir'st time in
today's issue, in week or q day later.
has become their belief and knowledge.
And now that remind you of it, you
have q friend or neighbor, whose con-
versation, is largely made up Of what
he has read In the sday'shpaper. He
does not add any new thought to It
either or indeed any new words, ex-
cept perhaps the. three-"they do say"
or almost equal value to the advertis-
ers, Ia my Judgment, is the distribu-
tipn factor of the newspaper; for after
all distribution is the most important
detail Of advertising and the one
which should command your constant
attention.
To most people, e,all other, than news
paper reading is more or less of an ef-
fort. Because such reading can be
deferred, It is No other printed mat
ter except, of course, the weekly.
monthly and other periodicals, has the
potent duality OF quick and connplets
distribution, The reading Of It can
not be put off even if we wish to do so
The. newspaper in Its field has done
mentally what the electric street car
has done physically for the people.
Like the -caT, IL is .hurry-up affasv.
With the introduction OF electric pow
er the people, 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 IL Formerly the car waited for
them.
NeWspaPsr Circulation Is Certain.
~ to distributions: Any other
printed matter involves a. distinct and
separate work, with all kinds OF obsta-
cles When you use the newspaper
you dognot have to create circulation,
,or attend to 1t. The. circulation is.
Determine just the kind OF people
and the localities you wish to reach
and yout have at hand the distribution
that Wilt reach them.
Place your copy today, and by to-
morrow, or next week, the distribution
is complete. with the newspaper
(andt psriodicals). you know before
hand what and where your. circulation
iss going to be.
Do not. misunderstood my special
plea. for the newspaper to mean that
i think that IT Is the only medium
which can be used by you advantage
ously. You have had recent experi-
ence In your Iowa demonstration and
which should be q guide for future ef
forts. II sis not my. Intention to go
into details, but rather to point the
way which I feel sure wiz be of great
assistance In further developing your
business, .
When people begin to notice oranges
being advertised, they viii wonder. ana
then talk, In talking they win repeat
what you make them read OF the
oranges. Get enough OF them talking
and this free advertising win sell ali
the good oranges that can be raised.
Woods Liver Med.cinm In ,,on,a
form fur nnalGria. chflls and fever.
regulates the liver. Kidneys and blad-
der, brings quicke relief to biliousness.
sickheadac constipation. Rieasant
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