Albuquerque morning journal. [volume] (Albuquerque, N.M.) 1903-1926, 1909-01-24

" N'A '7h'ff INV Ah'N nv ~ 'Ate
lack OF experience, unqualified to express
an opinion. There are, however. good and poor
methods OF advertising. and it is quite possible to
spend a lot OF money and derive little or no benefit.
The chances are that AT some time or other In the
history of this discouraged advertiser, you will hnd
his name appearing literally upon the billboard, IN
theater programs. city directories, hotel registers,
park swings, fence posts, etc, etc, etc. and upon
these experiences ne bases his opinion. At Christmas
time he gives his friends a gift. and at New Years
they get an expensive calendar. Now all this may
be very nice for his friends, and may show his appre-
citation OF their patronage, but 1t Is seriously to be
doubted whether ii ever drew IA single dollar back
into his business.
why are these methods not successful In the
nrst place, these advertisements. each and every
one, break In upon the attention OF the observer at
a time when his mind is actively engaged upon some
other subject. Secondly, because they are not sub
icet to change, They are set down once for all, and
in two days become a part OF the landscape, the
wall decoration. or your desk furniture. as the case
may be, where they remain practically unnoticed
to the end OF time. But they fail chiefly because
after all they are not really
the mention OF your name and business with posi-
bly, some hackneycd phrasel and the time has eter-
nally gone when the mere mention OF your name
and business will suffice. You have got TO make an
argument for yourself. aud a mighty strong one.
II YOU wish to tear the patronage OF the public away
from your competitor and add it TO your own bust
ness. Did you ever buy a suit of clothes from q
certain dealer because YOU saw his name on a
calendar Did YOU select your life insurance COM
pany because OF their billboard signs? DO YOU
patronize a certain ieweler because his name appears
upon your paper knife2 A little thought, with a
recollection OF the fact that you are not unlike other
people, win so a long way toward dispelling the
scheme Illusion.
The best advertisement is one that allows OF fire.
aucnt change OF argument. that allows you space
enough to make your argument, and that comes TO
the notice OF the reader when he is in q frame OF
mind to receive it, The Newspaper is the only
medium that meets all these requirements. When
a man sits down to tho paper. he is, for the time
being. more interested in the affairs OF others than
in his own. He IS on the lookout for something new
or interesting, no matter what, and when he comes
to what you have TO say, you receive his attention.
The point Is this; You give him your ad to read when
he Is reading. Quite different from the bookkcepcr
who. az he wrcstlcs with a difficult account, rests
his eyes upon the stationers name upon his ruler.
But there are degrees Of success in Newspaper
Advertising depending upon the size OF your space.
the quality OF your argument, the length OF your
campaign. and the circulation and standing or the
paper. Every old advertiser knows, and will tell
YOU, that money saved on advertising space Is doubly
wasted. II you skimp yourself, You lose the pub
lisher's charges. and forfeit the profits OF tho nd.
Never forget that white space is worth Just as much
as black. If you wish to write good copy stand back
and listen TO your skilful salesman as he sells an
article. Thon put down the gist of what he says ESQ
long as he conforms TO the TRUTH give the printer
the room to display It,. and you will have an advcr-
tiseIuent that win be seen by people and felt in
your business. Do not put in the whole store, be-
cause YOU can moi sell IL, and If you could, YOU would
not have statesmen enough to wait on the people.
Remember. Rome was not built In a day, and
neither is a big business. Many a man lacks faith
in Advertising simply because he failed to follow II
up to success. The man who starts in to advertise
with a desire to build up a big, solid, day-after-day
business, must ngure on staying with II for months
or years, and IL competition be keen. all the time.
An advertisement IL u salesman, nothing moro or
less, and II must continuously represent your bust
ness, Just the same as the statesmen In your store
must every day point out the merits OF your goods
TO your patrons. Many business men. otherwise
shrewd. make the enormous mistake of thinking adj
vertising merely a stepping stone to success, which,
after o business liz well upon its feet, and known To
the people. may be dropped without suffering loss.
Success Is a comparative term; II the big store does
well without advertising. how much better 1t might
do with it! Witness Americas greatest merchants,
Marshall Field, John Wanamaker, Siegel Cooper.
etc. If at their stage Of the game. advertising is stili
desirable, how about the small and medium sized
man? Besides. there is your competitor. Tho chances
are that he is almost as shrewd as YOU. and when
he sees YOU take on a little power, he wisely slides
up into high gear. A squirt for a day or a week may
serve some temporary purpose-may draw people
to your slaughter sale-but it will not increase the
total yearly volume of your business.
And lastly, be careful In the selection OF your
paper. for upon your wisdom in this depends the
success OF failure Of all your plans. Every sensible
knows that 1t Is poor economy to buy an Inferior
article simply because It Is cheap, and the same RUE
holds good in advertising. That part OF the reading
who are strangers to your business, will csti-
mate your prosperity and responsibility by the quail
ty of your advertising and where 1t is found. Just
az you estimate the worth OF a stranger by his per-
'onal appearance, and the people with whom he
.ravels. II they ind you represented in the best
paper of the town, the simple fact that you use the
conveys to them a good impression. on the
,thor hand, a shifty ad in a second class paper in
'arlably carries the impression OF a small business.
N proof OF this. why do you attach more Importance
o an advertisement In The Morning journal than to
he same advertisement In one Of the small local
vcning papers, Because the man who pays the
that the Journals space Is worth, must have
sith In his proposition, and also because the integ-
ity and reputation OF the paper is reflected upon
he advertisement II carries.
When you raise the subject Of advertising rates.
gu come At once to that of circulation. when you
my advertising. you pay for readers. and the adver-
sing rates should be In exact and direct proportion
the size of the circulation. II ono paper should
barge you $500 per inch for space, another paper
sving three times the circulation of the hrst. would
. JUSTIFIED in charging you $500 per inch. and 1t
'ould be just as cheap.
The standing and influence Of The Albuquerque
forming Journal In the city Of Albuquerque and
the Southwest is beyond question. Its
regulation at the present time. upon sworn state
tent, approaches very near 10 5000 copies per day.
his circulation Is almost three times that OF any
fb.r pap.r in tho ferrfforv and exoepds the maid