The Fairmont West Virginian. (Fairmont, W. Va.) 1904-1914, 1909-01-21

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Most department store advertising may sibes Nj
divided into three classes: bad very$ bad and
damned bad a%&-E'~i - n $n
"a 70 Bargain advertising is in the first class.
sell goods; but if well done it could easily make
three blades Of grass grow where one grows low
. The worth $40 now ST. so" gain
been done to death. The people buy the ESQ.,
article because S1250is as much they want
because they have seen the goods because Stheys
have intelligence enough to know that they getting
good value for the price but for every
there are two others shoo:ed off by the roll.ups|
4 tumbe.up throwup. your-moneya hurrah.
An honest bargain properly announced SIS always
good advertising: If controlled
should use onethird Of it. down the side,
mate bargains. I should put the word Bargains 'Gor
Today's Bargains" at the top and with the descrp-
tons Of the articles should give selling prices only
say nothing in figures about values or cost prices
use that space for describing the seoodssT shoudt$
make the descriptions as brief as possible; leave
everything TO the imagination Of the customer except
the selling price; and now and thenI should omit
that let the customer to the store to find out.
Then should make these bargains look like charity
by very contrast; by using the remainder Of paee
to advertise my regular priced, always stock CLOTH
ing and dress goods and carpets and furniture and all
that sort Of thing; and should make this department.
so full Of life and spirit and enthusiasm for
as to make my counters Irresistible. S
The store that breaches is in the second class
Preaching isn't advertising II may be entertaining
and instructive; it may anayze to nicely thesethcals
policy Of the store; it may impress the weak minded
with the fact that this store is great public
powerful influence for good in the community asort
Of merchandise university which ought to be endowed
by The State. But preaching doesnt se goods
doesn't even draw crowd. 5 8Sa
The formal, refrigerator, brass plate -suffi-
cient advertising is in the third class 1t has all te
dignity and drawing power Of corpse. Mark you
am not criticisns the idea. The idea is fine beg
chosen people clothed in purple and fine linen;
bask in the sunshine Of wealth, or Of arisocracy5 or
Of fame; to cal where it eats to drink what it drinks,
to what it wears, to buy where ii buys, toStakI
what it talks, 10 dress your poodle dog with Whatit
dresses its poodle dog; to be somebody excluSiye,I
two removed second hand ;S that EisSSl
greatness; and people pay big money for greatness;
even for the varnsh or veneer It's the .adYer-s
Using that is bad 1t might easily quadruple the
trade and yet keep within the boundaries Of the elect
csyescopc don't think You don't need 10 put salt heir
tails. They follow leader like lot sheep
advertiser 10 capture the leader the belwether
set The rest easy The others will pay for the prylege
Of standing in line. $ssssNl
Embam and bury the brass-plate advertising. Use tile
space to talk to your customers Some Of them read
semcn If poor plebeian should happen to read about
the worrying, SHssSSSssSi
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