The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1909-08-03

day. but the Chinaman figured that his
business would be ruined for the ~
ture if he had to close MS doors until
his stock could be replenlsned from the the
manufacturer and wholesaler. After all
wasn't he sane?
Avoid 'dingbats' and 'cadoryators' in
displaying your ad, unless they ia ", E
some significance. A judicious use OF
rules circles, panels, etc, are artlStlc
| if given plenty of white space TO per
NIT them to stand out. cuts are very
advantageous in displaying ads-pro-
vided they are appropriate. A picture
of a dog fight. however, would not De
good taste in a dry goods or grocery
ad but would probably help sell sport
ing goods or dog collars.
"A very important point to keep wen
in mind is early copy. Time IS the
greatest element daily newspaper
must contend with. The clock Will go
round and trains must be met: An eager
public awaits the news II your az
is ready it goes along with the news
in season. IL not it must remain LOT
a later edition. We make two and ire
ouently three editions of the STATE
Journal before the copy for many adS
is in the office. This is not right, ana
metropolitan Papers have long quit TINS
practice They insist that copy for al
ads must be in the office the day be
fore publication with returned o. K
proofs (if proofs are required) by
O'Clock on the morning OF pupncatIon.
This arrangement insures much Detter
and worry necessitated by belated copy.
In conclusion a few words of praise
to the Topeka printer might be OF m
terest. I know the most OF them-poth
past and present-haV!ng had nun
Der of years association with them.
The exact number 1 am not gong 10
tell, and I trust none of you VIII ASK
Mr.. r. A. Miller of the Capital force;
in persuading me to come up here to-
day 1 started my trade with nm rms
tip 1 will give you. however, was SO
small at the time I had to stahd on
a quart cup to get a squlnt IN the casG,
and climb a stool almost as hlsh as NY
head to get at it.
well, I got upon the stool and hgur-
atively speaking have been there eNer
since But it was not OF myseH was
going to speak, q merely MAKE out lne
Dayrou YOU know.) but the men VINO
have worked with me. The men who do
the actual work-these printer artists
smoke of many of whom hold 1mpor-
tant positions in the leading printing
hack as 1876 the Kansas Publ1ShlnS
House took the medal at the centennial
at Philadelphia on printing-the Worh
submitted was decided faultleSS by the
commission selected to judge. The same
Standard of excellence is maintained
TODAY bv such firms as the Kansas
Publishing House, Hall, Crane, ADAMS
Ives and others. Compare alSo tn9
vo1rseIf-more advertisements are re
published from the Topeka papers III
our art journals than any city Oh l"lce
our size. I thank you"
Talk on Display Advertising
Frank NJ. Ball, circulation mana
ger of the Capital was tne e1,L M ~
speaker. He illustrated his tax py
local and foreign newspaper adVer- |
tisements and said in part;
"Criticising advertisements is rath-
n OGaT11-
er dangerous work Please reIneI Iu
her that I am not criticising Topeka |
advertisers There are principles |
which every one should know in con- |
nection with ad writing. L VIII snow |
some ads and if they do not CONFORM
to the principles you will be able to |
see il.
your home it asks you to buy gooo |
many things. What is the tlrSt I'M |
preston you get when man comes |
in to see YOU about something? If |
he comes with a cigar in the corner |
of his mouth and leans on your desk |
what is it? And what is it when a |
man comes in walking erect and q
smile on his face? So with the news
paper it depends on the looks of the |
ad what the first impression is.
''In dealing with people in bulk the |
idea should be to catch the average
man. If you catch the average man
you catch the rest.
''The principle of attracting atten-
ton is most important. Then there is
attraction. If you had but |
one figure on a page there would be
no counter attraction.
1.-The speaker took to Illustrate the
delighted African jungle corn flake
ad. do not believe that the space
is wisely used, the speaker continued.
Roosevelt and the jungles are sub
in everyone's mind. They !
use the page for attention value to
corn flakes, but the idea isn't pat. 1t
doesn't give a person the desire to go !
and buy corn fakes.
IAN even page of advertisements
does not have attention value. Other |
of value are that of con-
trast, and another one is impression |
for the eye.
Every thought tends to an action.
If I am in a high place and the
thought comes to jump, I'll jump un
less some other thought comes up.
Now if a man says buy today and it I
hits you in the face it will really move !
you. That is why a straight statement |
at the beginning of the ad makes you
want to go right down to the store
Harry McMains was down to dis
cuss the local advertisements, but /
owing to the lateness of the hour,
about O'Clock, when Mr.. Ball con-
Guided, this part of the program was
deferred and the club adjourned.
The next meeting will be held Sep
TENDER Z.