The White Pine news. [volume] (Ely, Nev.) 1906-1910, 1908-06-01
SPEND MONEY To MAKE MONEY
BIG DEPARTMENT STORES GET RETURNS FROM AID
vERTIsING THROUGH GOING ABOUT IT IN BUSI-
NESS LIKE WAY-EACH MAINTAINS STAFF OF
HIGH SALARIED WRITERS-THE WORK THEY DO
IN REACHING POCKET BOOKS OF THE PEOPLE

Wonderful as the business they ex-
plot are the advertisement of the
giant stores OF today, says the Phila-
delphia Record. Here IS literature in
which nothing Is left to chance; the
smallest dot or dash is there for
reason. and the reason must be a
good one.
II would surprise. without doubt.
the great majority of the readers Of
these advertisements if they knew 10
what lengths the modern stores-with-
in.-a-store goes in their preparation.
Five figured salary men are at the
head of such stores publicity depart
ments and their aides are common
suratelv well paid
The advertising staff includes, in
addition to its head, a force of writ
ers, both men and women stenog-
raphers to take their dictation. staff
artists. proof readers. and. OF course
the omnipresent Office boy. who. in
passing. must be many degrees re-
moved from the common or garden
variety of such pest Moreover. no
department is considered complete
without its store card writer's and
comparison and verifcation stats,
The gathering of advertising mat
ter for department store advertise
ment may we'll be likened 10 the
gathering of the general news for the
papers in which it appears. Each
morning the advertising manager, or
his assistant. makes out a list of the
departments To be visited by the
STAFF. These assignments are appor-
toned off TO the various writer's the
men usually cover the departments
devoted TO mems wear. clothing
haberdashery. hats and the like the
women look after the essentially fem
mime end of the stock. Each writer
seeks out the head of the department
to which he or she has been assigned.
and the question of an advertisement
for the next day is taken up. Abso-
| lutte cooperation must exist between
the two.
Suppose a new lot of mems suits
/ has just come in; the clothing buyer
naturally wishes TO stimulate their
sale; he goes over their weak as well
as their strong points, has salesman
TO show the actual suits and a mode
to try them on while the advertise.
ment writer makes notes. mental as
well as actual. raises the why" fol
this or the why not" for that. bullies
or eaioles. If need be. but first, last
and all the time seeks out facts. moi
I fiction. reasons. not excuses. His
] data collected. he now returns to his
desk for the preparation of that par
/ ticular advertisement Some DAYS
/ his brain works with clarity ant
| quickness that enables him 70 dictate
/ the matter. specifying the type to be
used and the layout" Tor arrange
ment1: at other times he must needs
grind il out in long hand, slowly ant
painfully, but none the less surely
/ for the advertisement must be evolv
ed then and there. since putting i
overstill the convenient tomorrow /.
out of the question
If the writer deems it desirable he
may have the staff artist work up
picture TO set off the advertisement
when 1t appears. Any sketches thai
are to be used must be in the hands
/ of the engravers by early Afternoon
/ in order to allow time for making the
plates and getting them into the page
before the paper goes to press
The advertisement, having now
been Nritten and passed upon by tht
advertising manager. is either sem
direct to the newspaper COMPOSING
rooms TO be set uD in type and rough
unread proofs taken or. as is the