The citizen-Republican. (Scotland, Bon Homme County, S.D.) 1???-19??, 1909-08-26
MODERN METHODS
OF ADVERTISERS
How They Reach the People
With Whom They Wish
to Dc Business.
MAILING CIRCULARS ART
There Is No Longer the Old Fashioned
Hit and Miss Methods of Send
ing Out Literature Per-
tanning to Business.
From the New York Sun.

From the New York sun.
Few industries have grown so fast
rs that Of advertising by circulars, let
tiers and pamphlets through the mails.
Last year, it has been estimated. more
than $4,000, COO was spent for postage
on such communications, and an adj
vertising authority familiar with this
field asserts that every other letter
carried by Uncle Sam is an advertise
ment.
Formerly mail advertising was car
ried on more or less in the dark. The
advertiser simply got a city directory
or blue book or telephone directory,
copied the names on envelopes, stuck
in his circulars and let them go, hit
ting old and young, men and women
rich and poor, learned and unlettered
alike. Today that sort Of advertising
would be regarded as criminally waste
full.
The city directory is now ar adver-
Users last resort, used only when the
whole population Of a city Is to be
reached with some great proposition.
Even the blue book and telephone di-
rectory, while regarded with more ia
vor, are clumsy in comparison with
newer ways Of getting names and adj
dresses.
An advertising letter nowadays must
M Liz TSClpleIL Oh SOIlS SpeCtdl IL
terest. It often echoes what n has
In mind with a certainty that smacks
Of soothsaying on the advertisers part
For, If you live In a small western
town 1t will not at all be out OF the
way for you to receive a circular adj
verttsing stove repairs, mentioning the
make AND number of your stove. Or
such a misslve may call attention to the
fact that your piano, of such n such
a make and age, Is getting rather out
of tone, and ought to be replaced with
another or helped gu with a piano
player.
Or perhaps you live in a city and
have lately taken a flyer in stocks or
purchased a few n for Investment.
Other investment propositions will
come to you by mall, and the advertiser
who sends them mentions your recent
operations.
How are advertising letters made to
strike home so accurately? In ways
altogether simple and logical when you
know them.
To make mis- advertisement hit clean
ly, the advertiser begins with your
name and address. That is the key TIC
his whole system-getting o on his
mailing list In our proper classif1ca-
ton.
The business Of securing names and
addresses is now carried on separately
by large concerns, that furnish to ad-
vertisers lists of any sort desired, from
one including 100000 farmers west OF
the Mississippi river to another enum-
Grating 1000 persons in a given state
who have automobiles.
Do you wish to advertise baby car
riages to families with babies? The adj
vertising list concern will sell you the
names and addresses Of 10000 families
In a certain city who have children
under two years of age and incomes
over $4,000.
L 49, --lsn-s-y 49, .
Every day he will furnish o a list
Of persons throughout the country who
have lost arms or legs.
Are you in the musica1 Inc? You can
have lists Of persons anywhere who
play any sort of instrument, from the
gently blinking mandolin to the siren
uous bass drum.
Such lists are obtained in various
ways To get $50, 900 farmers in a GER
tain territory the address specialists
usually go to county tax lists, where
names n addresses are accurate and
possible to grade the names accord
ing to income, estimates being made
by the amount of property on which
each person pays taxes.
Among lists Of this character you can
purchase the names and addresses Of
clans, $4,000 -four mills. or any other
general classification desired.
Names and addresses of families with
children are secured by d systematic
private census, made by the list spe-
cialist's own enumeratOrs. All homes
In q city are visited and the number
of children. their ages, etc, obtained.
either from householders or the neigh
boris. Janitors are a good source for
information of his sort.
A family's probable income Is easily
| determined from the neighborhood.
Ono 1P <tn Sallrooda v..,aNSoop O,,% -
New York city for example, wishes to
advertise its suburban towns. A lit
tie monthly magazine Is mailed for this
purpose to names taken from the mail
boxes OF apartment houses In neighbor-
hoods where rents denote incomes
ranging between $4,000 n $4,000.
Advertisers are regular readers OF
certain Information in newspapers,
such as deaths, births. marriages, ac-
cidents. Every birth means a cent or
two to the list concern, which forwards
1t to q baby food manufacturer.
Fiv tents Is paid by a manufac-
turer of artificial Eyes for every report
OF the loss OF an eye, Even deaths are
q matter of traffic, for families be-
reaved are canvassed by the maker of
memorial cards. Some advertisers put
names of this character away for a
year, until the expenses attendant up
on q death have been met by the fam-
lily, and then approach the survivors
with q proposition to erect a monu-
ment.
It Is easier to get lists of persons
who own pianos. stoves, organs. etc,
or who play certain musical instru-
ments. The advertisers employ chill
dren during school vacations. paying
them for filing out blanks with correct
names and addresses OF families in
their own towns, giving name OF plano,
make OF stove II number, musical In
clinations number and ges of chill
dren. etc.
Since the telephone became a factor
In farm life the local telephone direc-
tories are In great request with COM
pliers Of advertising It is rea-
n that the telephone directory of
q given community contains the cream
of Its residents.
Some OF the queer lists for sale are
the names OF thirty-thrce dynamite
nakers twenty-five sandpaper manu-
facturers, nine lead pencil factories,
and the like. Such lists are often sold
Tor q dollar a name. being used by ad-
vertlsers who sell machinery and sun
plies In large quantities.