Willmar tribune. [volume] (Willmar, Minn.) 1895-1931, 1911-08-23
BUSINESS BUILDING
BY DUNDAS HENDERSON
Advertising Manager Of the G F Zimmerman Co.. Chicago

picture with a touch of humanity in
it is, therefore, the best means Of
attracting attention to an ordinary
retail advertisement.
The illustration should be we'll
drawn. A badly drawn or silly pic
tnre reflects on the goods and the
store. It is better to do without the
Illustration altogether than to have
a bad one. And the picture should
not only be well drawn, hut it should
blend we'll with the rest Of the adj
vertisement. While it attracts atten-
ton, it should also direct the mind
to the other portion Of the adver-
tisement that creates interest and
brings conviction. Pictures of the
reason Why kind in advertising are
the latest evolution in retail public
ity. They have been used for a long
time in successful national advertis-
ing. A glance at the Saturday Ev-
ening Post or any Of the good maya
zines will show this and it will also
prove another thing, that comic pic
lures or caricatures are not usually
employed by those big advertisers 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 pic
ture will be worse than no ADVERTISE
ment. What are you to do?
Here is the cure. The natural evo-
luton Of retail advertising has
brought into being one or two high
grade concerns, backed by ample
capital, who are syndicating out this
kind Of illustrations along with COM
plete advertising service. "Syndicat-
ing' means this those concerns pay
large sums to artists Of high stand
ing to draw pictures that suit your
advertising and employ advertising
writer's Of national reputation to get
up matter to go with the pictures.
Those complete advertisements are
sold in thousands of different towns
for use locally and, because of this
method Of syndicating, can be bought
in a series Of 50, 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 nat
ional advertisers. At the top of these
columns will be found reduced fac
SMILES Of those advertisements tax
en- from a service Of that class. This
sort Of advertising is called Syndi-
Gated Advertising Service.
No merchant need be without the
best means Of successful advertising
when he can buy illustrated service
at SO low price as this. It is now
making success for thousands Of re-
tailers throughout the country and is
! the very latest in retail advertising.
! Remember always Mr.. Retailer,
that attention getting is. classed as
about 60 per cent of all retail adver-
Using 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 announcement.
Full particulars of this kind of
success building illustrated syndicat-
ed advertising service may be obtain
ed from the editor Of this newspaper.
! Why be without the means of build
ing success for yourself, means
that has already accomplished it for
thousands of other merchants in the
same position as you are?