The Evening statesman. [volume] (Walla Walla, Wash.) 1903-1910, 1909-08-16

all means choose a journal a:ong your
lines of business. If you have live
stock to sell, advertise in a good ag
ricultural paper that has a wide and
sworn circulation 1t reaches the class
of people who are interested in the
very thing that you have to sell, other
wise they would not be reading it. Sc
llect a paper that you consider reliable
and one that has a good circulation.
Let this point interest and influence
. you more than the rate charged for
space The cost of an advertisement
is not measured by what it costs you
alone, but by what it brings. Some
advertising is cheaper at $500 an inch
than that at $500 per page. No reliable
paper charges good rate for its space
without having good reason for do
ing so. Cheap space may be toe cheap
in the end That the best is the cheap
est in the end is as true in advertis-
ing as in everything else. One good
paper will bring better results than
several cheap ones.
Having selected your medium and
arranged for space, do not make the
mistake CT trying to crowd too much
into that space. So many advertisers
lare careless in their preparation of ar
) advertisement; they seem to think all
: depends on the medium, but this is
not So Here too, the man behind the
} some things for whi n he alone is re-
sponsible. Anyone can attract atten-
ton, but it will count for nothing un-
less attracted in pleasing manner. An
: attractive advertisement is just as far
in advance of a poor one, as the dec
Grated show window is ahead of the
one filled with last years goods and fly
paper An advertisement should be ar
ranged with neat border and come
ment different from others, have
style about it that is all your own. Do
not let it be like dozen others n
the same page; you would not think Of
building house just like your next
neighbours. Look over the various adj
vertisements and note which points
please you and which do not, then
plan your advertisement as you would
a house. Make your copy fit your
you are too busy for this, You can get
someone else to do it for you. There
are people who make a business Of &C.
signing advertisements and writing
them, and they will do it at reasonable
prices People are constantly on the
lookout for something new and differ
end. They will see it ana appreciate It
as quickly in plea sing, attractive adj
vertisement as elsewhere.
Having decided where and how to
advertise, the next question that con-
fronts You is, when. The best time
|
attempts do not count for much in any
line of work; they count for very lIt'le
in advertising. OF {. urse you will sac
your first advertisement but it does n:
necessarily follow that everyone else
will see it, nor your second one, either
A few people will see one and others
lastingly keeping at it that brings re-
suits. People think before they buy;
some of them have to do a great deal
of thinking before spending their
money 1t is a sure thing that they
will not think about your stock unless
they know about it. They have no
way of knowing what you have to sell
and how good it is unless you tell
them telling them in advertising. BY
all means keep before the public all
the time If you advertise only in the
spring, you will not interest the man
who prefers to buy in the fall. 1t will
pay better to use less space and use it
continuously than to use large space
occasionally. 1t is easy enough to at
tract attention, but it is another mat
ter to hold it,
Simply giving people your address
and prices will not go far towards con-
vincing them that you have just what
they want. Tell them some of the
merits of your stock this month and
tell them something different next
month, or, rather tell about the same
thing in different way. business
bringing advertisement must interest
the people. AS you cannot interest all
of the people all of the time, you must
endeavor to interest some of the peo-