The Cairo bulletin., 1911-09-22
why NEWSPAPERS ARE BEST
Read by People for the News and
Advertising Cannot BE Gotten
Away From.

Aie6H tHdlmSfS, mead OF the Chal-
mers' Motor company, but who for
merly haG charge of the advertising
department Of the National Cash
Register Co, for Which he received a
salary of $4,000 year, in an address
70 the Publicity club at Springfield.
massachusetts said.
There are two excuses why any
man should not advertise. So IL a
man is looking for an excuse between
these two he always has one.
believe that newspapers are the
best mediums for advertising be-
cause the people are always looking
for news, They buy newspaper to
read the news, and they stumble into
the advertising. believe in all kinds
OF mediums magazines, both weekly
ana monthly, and weekly newspapers
a believe In any medium that has a
legitimate circulation, but particu,
iarly believe In the newspapers as be-
Ing the best way of reaching the peo
pie with almost anything YOU have to
sell
believe that advertising and
saiesmanship are the chief factors in
distribution, and the relationship be.
tween the two is the closest---in fact,
they are inseparable, because all ad.
Vertising Ia salesmanship and all
salesmanship is advertising. II you
want one word that will take the
piace OF both that one word is teach
ing Advertising and salesmanship
are teaching people to believe in YOU
ana In the goods YOU have to sell
In advertising, however. you are talk
ING 10 thousands or perhaps hundreds
OF thousands of people at time.
Wnlie in salesmanship you are talk.
ing 10 one or two persons at time,
so That It might properly be said that,
advertising conducts public school.
while salesmanship gives individual
lessons. but in each one you are
teaching, whether II be in printed ad.
Vertsing or in oral salesmanship.
Now, let's consider the advertising
side OF the question for a few mo-
ments. AS | have said before. | don't
tnink IT 10 possible to get ND any set
OF rules, governing advertising, be-
cause Just as surely as you try to do
this you will find the rules don't work
instead of being set of rules, adver.
Using mainly consists of having the
right idea and using II at the right
time, That sounds simple, but It is.
100, but 1t is one Of those things 20
Internally simple that they are hard
We make It hard sometimes because
We try to go about It with SET of
rules which some one has told US
about, or We try to apply 1t to other
tests of simplicity and plainness and
of common sense To my mind there
are only three fundamental PRINCIPLES
In advertising, and these are "a fol.
lows; First be honest; second be
sensible; third, be persistent.
Il say be honest because every,
advertiser should remember that adj
vertising doesn't create value-,it
merely tells 1t. The value has to be!
In the article itself. Advertising
never added to or detracted from any
article ever sold, and, while II is DOS
slble through advertising to create a
lot OF first orders through misrepre-,
yet 1t would be impossible
to repeat such an advertising cam
paign. and no permanent success was,
ever built Up on Misrepresentation or
say be sensible because there
are so many men Woo seem to talk
about everything csse but thu right,
thing when they get to writing ad.
vernsins OOw BE sensible because,
the majority OF people who road copy
are endowed wath good common
sense.
Il say be peeeistent' because YOU
have to keep everlastngly at It. PEG.
pie soon forget--there is 30 much TO
attract their attention--ard unless W.,
keep persistently at advertising we,
had better not begin at all. As nv
good friend Colonel Late Young OF
Des Moines has said. Every man.
woman and child in this country
knows that a railroad crossing is dan
gerous, but the railroads don't take
down their Stop. Look. IAstenl",
signs Keep up advertising and be-
persistent. Why? Because the hard.
est thing to find today is yesterday,
newspaper II you don't think so. try
to find one.
There is no particular mystery
about advertising In the last analy
sis It Ia simply common sense plus
inkD