The Birmingham age-herald., 1911-05-02

en who are bargain sale fiends. Their pa-
 tronage does not belong to any one shop.
 They go where they see things for sale.
 Trade-buiding advertising or accumul-
 lative advertising, is far more effective
 as a permanent condition. To gain results
 through the selling of an article at cut
 rate price must be done over and over
 again, and then it is only good as long as the bargain sale lasts. But advertising
 that brings people to your shop because
 they believe in you, because of their con- fidence in the goods you sell and the
 prices you quote, because of the treat
 ment accorded them-that is the best kind
 of advertising. and appeals to a superior
 class of feminine shoppers"
 + MT. John Wanamaker, no doubt
 stands at the head of advertisers when 1t comes to merchants of modernity," I sug- gested.
 You might call MT. Wanamaker the pioneer of advertising" replied MT
 Sterne. 'He was the first to discard old methods and take up the new. He has a close second in MT. Henry c. Selfridge
 formerly with Marshall Field 6 Co. of Chicago, who went over to England to show the Britishers what could be done there in a mercantile way by judicious ad- Yertsing. M. Wanamaker may be quoted as saying cdHeerning advertising that
 Genuinely good advertising must give in wording something that will be read about the goods that are want ed and that will present clearly and exactly what the goods are. It Is gen erally known that ordinary advertis- ing is like barrels of seed, in which one-half of the seed Is dead. If all advertising were believed and the goods of the value stated shops could be made twice as large, and business would be twice as good. It used to
 be said that it was only necessary to put the name of the shop in the news paper, repeating 1t over and over for
 emphasis, that the space might be
 filled in a striking manner and in this
 way the name of the shop became well
 known to the public It was thought that this was the whole of advertis- ing. Now We know that publicity has larger and finer field. It must be
 informal tive, educative, reductive-in a
 word scientific"
 "The simplicity, directness and con ciseness really constitute the clever ad of today" I remarked.
 "Plain horse sense always wins out"
 replied MT. Stern, emphatically. "Ad- vertisements should follow the example of the man who told the story about his horse. The horse strayed The man didn't know where to go to look for him. He said:
 Finally I just sat down and thought where I'd go if were a horse, and then I went there, and there he was '
 Advertising then, must go straight
 to the heart of every reader" I said quite convinced of the necessity of this particular requisite.
 Exactly" said MT. Sterne. "Adver- Using Is twentieth century salesman ! ship. A knowledge of men and womer and what they need-the exchange of l the commodities of the world as re- lated to the individual who needs them and the Knowledge of how to bring
 them to the attention of the people | in such a way that they will, want | them, is the secret of the clever ad- vertiser. It has been jocularly said that given q pencil and paper anybody car write an advertisement if you can only think what to say. On the success oi | its effect that little if stands boldlv | in the way. An ad is only a good ad | when it is just as effective as it can | be made. When it does the business and delivers the goods"
 "The editorial ad." I suggested. lis an innovation that has made good" Absolutely replied MT. Sterne. For instance, what we term human interest, and may be illustrated by woman want ing to buy an automobile. She reads an advertisement describing the latest model. She cares not whit about what sort of
 metal is used in the mechanism; the kind of wood that the spokes of the wheels are made of, but she does care very much about the manner in which the car is upholstered the colorings of
 the furnishings. That is the human in- terest side that appeals to her. It is
 the same way with an advertisement con corning hand embroidered lingerie. The fact that the materials may have come from beyond the Alps, and that the em- broidery is of the very finest texture, is
 only general But when the ad relates
 how the work was done in French con-
 vent, hundreds of busy. tired hands and restless eyes looking intently at the task
 there is a different meaning in it to the average woman and her attention is al once enlisted.
 "The illustrated ad" continued MT Sterne," is another form of advertising that is very appealing Not the cut and dried pictures that are often used. bu, those that the man who is clever with his pencil does expressly for certain ad Something original, that really portrays the situation and gives definite idea of; the .atiele sold. -That .cpmss under. ths