Tazewell Republican. [volume] (Tazewell, Va.) 1892-1919, 1911-09-21
BUSINESS BUILDING
BY DUNDAS HENDERSON
Advertising Manager of the E. Zimmerman Co., Chicago

ed at, it seldom carries conviction to
the minds of possible customers. A
well drawn picture with touch of hu-
manity in it is, therefore, the best
means of attracting attention to an or
binary retail advertisement.
The illustration should be well drawn.
A badly drawn or silly picture reflects
on the goods and the store. 1t is bet
ter to do without the illustration alto
gether than to have a bad one. And
the picture should not only be well
drawn, but it should blend well with
the rest of the advertisement. While
1t attracts attention, it should also d.
rect the mind to the other portion of
the advertisement that creates interest
and brings conviction. Pictures of the
reason Why kind in advertising are
the latest evolution in retail publicity.
They have been used for long time in
successful national advertising. A
glance at the Saturday Evening Post or
any of the good magazines will show
this and it will also prove another thing,
that comic pictures or caricatures are
not usually employed by those big ad-
vertisers to exploit their goods.
Having settled in your mind that
good illustrations are the best and
surest means of attracting attention to
what you have to sell through your
newspaper, you will naturally go on the
hunt for those pictures. You may find
considerable difficulty in getting good
illustrations locally and when you do.
you will probably find the price to be
away above what you can afford to pay.
And to use bad picture will be worse
than no advertisement. What are you
to do?
Here is the cure. The natural evolu-
ton of retail advertising has brought
into being one or two high grade con-
Germs, backed by ample capital, who are
syndicating out this kind of illustrations
along with complete advertising service.
"Syndicating" means this: Those con-
Germs pay large sums to artists of high
standing to draw pictures that suit YOUR
advertising and employ advertising
writers of national reputation to get up
matter to go with the pictures. Those
complete advertisements are sold in
thousands of different towns for use To-
cally and, because of this method of
syndicating, can be bought, in a series
of 81, one for each week in the year,
for as low as one dollar per week with
copper-plate electros of the Illustrations.
Much of this latest style of advertising
has been classed as equal to the best
publicity that has made success for
many of the big department stores and
national advertisers. At the top of
these columns will be found reduced fac
SMILES of those advertisements taken
from service of that class. This sort
of advertising is called Syndcated Ad-
vertising Service.
No merchant need be without the best
means of successful advertising when
he can buy illustrated service at so low
a price as this. 1t is now making sue
cess for thousands of retailers through
out the country and is the very latest
in retail advertising.
Remember always Mr.. Retailer, that
attention getting is classed as about go
per cent of all retail advertising and
when next you write an advertisement
without using the best means to get
that attention, you are losing about 60
per cent of the entire value of your an
Full particulars of this kind of sue
cess building illustrated syndicated ad-
vertising service may be obtained from
the editor of this newspaper Why be
without the means of building success
for yourself, a means that has already
it for thousands of other
merchants in the same position as you