The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1909-04-04

/ day, IN order to take advantage of the
: ridlculOusly low price, was the method
/ once employed by a Philadelphia mu-
/ sic house for tracing results of it's
Sunday advertising, putting its finger
/ on the actual dimes resulting from the
use OF space and, perhaps incidentally
reviving a tagging interest in its line
/ OF pianos, players, organs, and other
simple playthings which add to the
COmpleX1ty Of modern life
The house traced results all right
! No trouble about that in this instance.
/ At I o'clock Oh Monday IL line of peO-
/ pie extended from the inner TeceSses
! OF the store way up Chestnut street
and squad of police kept the line IN
OTdo;.
Now, while such a tracing OF results
] is the contamination desired by all
! advertisers every proposition does not
/ lend itself to that kind of test, vet,
/ lacking such demonstration is Just
I the point on which many business
: men who ought to know better, sweep
( ingIy condemn advertising. That this
! lack of faith usually lies entirely
/ within themselves I viii try TO show
Given the right proposition and the
right kind of advertising copy in the
proper medium, it is a safe wager the
ad. will be read and discussed The
! immediate results may not reach the
pinnacle desired by the advertiser, but
/ it must be remembered, thousands OF
/ readers are not ready 10 buy.
You are not ready to buy shoes
every time you read a shoe ad-; until
/ you are about to build, you have only
( an Indifferent interest in the instaIla-
/ ton of heating plant. In good old
/ summer time you don't give a TazZle
about Smiths coal being Hot Stuff.
I But, when you have taken your old
! shoes on their last tramp, you are
7 ready to buy; when about TO build
I you are intensely alive TO the posi-
! bilitiCs Of BlOtteT'S heating system:
and say, about Thanksgiving day. if
/ Smiths Hot Stuff didn't turn out quite
I SO hot as the ad, the talk you had with
/ Smith the next day reached the tenn
peratUre you expected from his coal.
/ In which case Smith was tracing I'M
/ expected results!
All the summer the coal dealer may
apparently be dropping seed on hard
ground, but a careful analysis of all
he-year-rOund retail coal advertising
shows a different result An all-the-
I yeaT-TOund story SO impTesseS the
/ people of the locality that with the
coming of cool weather and through
/ the winter. Smiths Hot Stuff is the
J first coal the majority of the people
! remember. When they are ready TO
/ buy Smiths teams are the busiest IN
/ the town
When people are ready TO buy, they
! buy the advertised and take pride III
/ so doing 1t may take time, it will
/ take time, to bring people to the buy
/ ing point, but it's well to keep prom1-
nently in the public eye, have faith IN
/ your proposition and hold on. II you
7 E,TE M hrTs- Tra - =
( i'll the market place
Approached on the question of ad-
( vertisinS, men viii allege they cannot
! trace results from the magazine, Local
| Daper or street car The pet argu-
ment is that they cannot put their i'm
/ ger on the identical dollar coming to
! their store as result of their adver-
| tisinS.
Two summers ago I agreed TO write
| copy for habeTdaSheT who complain
ed he could never trace results from
/ the use Of the daily paper. He said
! he changed his copy about every two
months and when anyone asked for
( the article advertised, the customer
/ was inteTrogated, Have you read our
ad. in the paper With an inward
modesty, or other indefiuabIc factor,
( the majority answered in the negative
and consequently the daily was con-
/ demned to deeper depths. This man
was one of those who use a newspa-
per for love and not for business,
/ sort O. helping out tie editor
! [ started land ended with some
( safety razor copy, to be changed twice
| q week. At the third change, ] in
/ quired how the Tazors were going.
oh! We've sold several, but not
through the paper. Not one who
bought d razor said he had seen the
/ ad. IN the paper.
Previous to this, mind you, the de-
mand for razors had stood still The
/ fact remained, however, that he could
not help the ad-man out in addition
to his poor friend, the editor, so the
razor copy may be running yet,
Talking with medical man in
tidewater Virginia city last summer,
he made the remark he had never
traced results from advertising in the
evening paper. This paper. the only
/ evening journal in the field, ciTculaJes
about 10000 copies. Were each
. copy read By only an average OF three
people statistics give an average OF
five readers to each publication It
would reach every person worth
while in the city and vicinity. Even
the nou-adveTti5eT viii admit that re
suits from paper like this ought to
. be easier than falling off 2 log
It IS quite possible he could not
trace the source of every dollar and
every patient, hut his newspaper ad-
vertisipE undoubtedly kept his spe-
cialty prominently IN the public mind
and brought results OF tangible char
acter. People did not have eye tTOu-
BILE because he advertised 10 relieve
it, but they remembered the adver-