The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1910-05-12
Valuable Hints
About Advertising
Extract From Saturday Evening nost that Should
Bs Read BY Every Business .aan -7cau This
Every Morning vefore Breakfast

vote seven per cent of his gross sales
to advertising. The successful DEAL
; er spends in printers nix all the way
from practically nothIng up to three
j or five per cent Of his annual sales
the former when location and win
doWs are exceptionally good, the lat
ter when the store is on side
street or the windows are poor dis.
play mediums. Under average condi-
tions beginners should spend from
one to one and half of their annual
sales in newspapers, circulars and
other forms of printers ink advertis-
ing. On a business of $4,000, for
instance, this gives from $3.50 to 1925
to be spent in advertising proper.
Perhaps two per cent would be better.
When we'll done-and no other sort
of advertising is really ADVERTISING
printed matter undoubtedly influen-
ces people to come into your store
or to pass by your windows where new
values VIII have a chance to do your
work. While in small towns printers
ink cannot displace the use of lead
ers as the foremost form Of advertis-
ing the right expenditure Of moderate
amount of money in newspapers and
circulars not only makes the use of
leaders more effective, but, to some
extent, serves to diminish the amount
OF money it is necessary to expend in
leaders. The advertising copy should
be simple and direct. The people
should be told plainly and in the SIM
plest manner what the merchant Is
going to do. A promise to the public
once it is made should never be brok-
en-, but care must be taken in making
! promises.
A good advertisement can't be SLAP
! ped together in a few moments by
one who is guessing at what he lis
doing. The reason so much advertis-
ing is not successful is that 1t is pre-
pared in slap-dash and shiftless way
| ;bN one who has not studied mis-
subject. AS the advertising is one
of the most important tasks in the
store, the merchant should look after
it himself-and give it the time and
attention it requires. The president
of a million-dollar corporation says
that he can hire men to do his buy.
ing, to look after the cash and the
details, but that he can find no one
who can look after the advertising to
his satisfaction and he considers this
side OF the business his most import
ant work. And the fact that he has
succeeded so splendidly justifies the
contention.
Having once determined how much
he can acord to invest in advertising,
the merchant should proceed to ap-
portion the sum-to lay out sched-
ule as working basis. Let us as
sumo for the sake Of illustration that
a merhant decides to invest about
1925. mis- will give him approx
mately SIS month to spend in diff
ferent forms of advertising, as he
deems best. But there are some
months in which he will nc want to
stend the entire $1S. Durir he holi-
day season he will probablf want to
spend much more than .8. Ills
schedule should run about as follows:
January .......... ..r.......... S1o
February ............ ~
March minimum. Ia
April .............. .......... 10
May ....@. ...."''' ~
June .......... ................ 10
July ........... .............- ID