The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1909-08-03
some HOT SHOT.
Interesting Things for Adver-
tiserS to Know.
Experts Address Ad Club on
Display Copy.
MR.. WHITTED'S TALK.
Says That Advertisers Often
Expect Too Much.
Delegates to Louisville Meeting
Are Chosen.

The regular meeting of the Tope-
ka Advertising club met at monday
luncheon today in the associations
rooms.
E. w Rankin, the president, an
nounced the following delegates to
the national convention at Louisville,
August 25 to 27: c. A. Moore, Harry
McMains w. B. Flowers, R. K. Hink-
son, R. V. Hicks, S. R. Courtney, and
Frank P. MacLennan.
Alternates: Charles P. Adams, AL
bert T. Reid, H. S. Street, F. s.
Savage, EIon S. Clark, H. A. Heath,
and R. "A. Miller.
Mr.. Whitted's Address.
*. U. Whitfield. foreman of the
State Journal composing room, who
has had wide experience with adver-
Using copy, gave an interesting and
valuable talk on the subject, speak,
ing as follows:
Mr.. President, Ladies and Gentlemen:
"A snap shot in last evenings Jour
nal made the announcement that I
would make a talk before the Topeka
Ad club today upon display advertise
ments. Another snap shot in the
same issue made the statement that
Rev. Ralph Ward made a hit with his
congreg cation Sunday by delivering
twenty minute sermons. Now if a
PRESBYTERIAN minister can limit him
self to twenty minutes, how long will
1t take a printer to cross the street?
I am not going across the street. how
ever, but I am going to cut across
lots and get through my subject just
as quickly as possible and go the
Reverend Ralph some better.
displaying advertiseme nts is an art,
and to properly execute them requires
somewhat of an artist The printer
I, n
colors-black and white-and must
so arrange these two cOlOrs that they
will be not only catchy and pleasing
to the sense of the eye, but must ar
rest the intelligence of the reader to
the subject matter of the ad. Now
lust how to do this is no easy matter
to describe. A few general rules
might be pointed out by a printer
that would be of benefit to the mer-
chant or ad writer, but any set rules
are ridiculous. I will not attempt
more than a few suggestions that
have occurred to me during the many
years of observation of this line or
work.
''In preparing copy for an ad not
enough thought is given the matter
IT deserves. Remember your ad
writer is your best salesman If he
does his work we'll. He should have
. we'll defined purpose in mind before
beginning his work, and should al
ways keep in mind the end view OF
his product. If you are familiar with
the various sizes and faces of type
and possess enough of the artist mind
TO carry in your imagination just how
the arrangement will harmonic, you
might suggest to the printer their
use. But unless you are very famlIlar
with them don't attempt It. type Is
metal-not rubber-and cant be
elongated or condensed at will.
"One of the greatest troubles with
advertisers is they expect too much.
They want the privilege OF selecting
the type to be used and insist on
designating the space to be occupied
bv the ad. Now this is unreasonable.
The printer must have a loop mole
to get out of. He can't follow both
of these instructions, and invariably
in attempting to do so will spoil the
artistic effect of the ad. He may not
always please you, or grasp the idea
you have in mind regarding the ap-
pearance of an ad, but unless you
thought as it deserved while prepar-
ing your copy. and weighing it well
with an artistic minds eye, his judg-
ment perhaps will be the better.
Too much display is worse than
none. Never emphasize with black
face type in descriptive matter, I'M
less far enough from your heading
to permit. Two black lines together
ing them both stand out neither of
them will do so. Many ads present
the general appearance of pied type
because the advertiser has insisted
upon this manner of display. l pre-
fer small Roman type for descriptive
matter and large display for catchy
phrases or headings and prices. Ar
range your ads with two points in
VieW-first to arrest the attention of
the reader. and second to hold his
attention. Arrange it in-such a man
ner that the hurried reader can't get
away from a synopsis of it at least
Let him read as he runs, but should
he stop-hOld him. My theory is if
you get his attention, he will read the
description no matter how small the
type or how long the description, pro-
viding of course it is interesting
Twelve point is too large for de-
scriptive matter in less than a half
page of space-unless such ad be of
an announcement nature, with little
or no display.
Borders help to make a neat ad.
They might be compared as a frame
to picture. Their size and char
acter. however, should be determined
somewhat by the size and general
appearance of the ad. In this respect
the printer IS again handicapped by
the advertiser. Many insist on Sc
lecting the border Cor frame to their
picture) without regard to the gen
eral appearance of the ad. The ex-
ira space consumed by the border will
warrant the outlay.
Never stint yourself on SPACE if #
can be avoided Better reduce the
number of articles you desire to al
~ertise than overcrowd your SPACE DO
Justice to the few rather than skirnr
the many. You will find results much
better all round.
present your descriptive matter as a
salesman, but remember your pros
pective customers are many and human
nature is different. Strike a medium
L either humorous nor solemn-but brief
and sane Exaggeration is not neces-
sary-but to the contrary very damag-
ing.
"Don't overdo the matter-or shoot
Your ammunition all at one shot Re