Barton County democrat. [volume] (Great Bend, Kan.) 1885-1915, 1911-09-01
Business BUILDING
By DUNDAS HENDERSON
Advertising Manager Of the C. E. Zimmerman Co. Chicago
vsrtsng Manager of the C. E. Zimmerman Co. Chicago

carries conviction to the minds of
possible customers. A well drawn
picture with a touch Of humanity in
1T is, therefore, the best means Of at
tractng attention to an ordinary re-
tail advertisement.
The Illustration should be well
drawn. A badly drawn or silly pic
ture reflects on the goods and the
store. II is better to do without
the illustration altogether than to
have a bad one. And the picture
should not only be well drawn, but 1t
should blend well with the rest Of the
advertisement. While it attracts at
tention, II should also direct the
mind to the other portion Of the ad-
vertisement 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 a long time
In successful national advertising. A
glance at the Saturday evening Post
of any Of the good magazines will
show this and 1t viii also prove an
other thing, that comic pictures or
csncatwes 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
10 what you have to S ell 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 a bad
picture will beworse than no adver-
tisement. What are you 10 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 cap
ital, who are syndicating out this
kind of illustrations along with COM
plete advertising service. "Syndi-
eating means this: those artists of
high standing to draw pictures that
suit your advertising and employ ad-
vertising writers Of national reputa-
ton to get up matter to go with
the pictures. Those complete adver-
tisemens are sold in thousands of diff
ferent towns for use locally and, be-
cause of this method of syndicating,
can be bought in 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 advertis-
ing 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
o. these columns will be found re-
duced fac SMILES Of those advertise
ments taken from service of that
class. This sort of advertising is call
I'd Syndicated Advertising Service.
No merchant need be without the
pest means of successful advertising
when he can buy illustrated service
ct so low a price as this. 1t 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
so per cent of all retail advertising
and when next you write an adver-
tsemen without using the best means
to get that attention, you are losing
about 60 percent of the entire value
Of your announcement.
Full particulars Of this kind of sue
cess building illustrated syndicated
advertising service may be obtained
from the editor of this newspaper
Why be without the means Of build
ing success for yourself, a means tina
has already accomplished It for thou
sands of other merchants in the same
position as you are.