The Daily Ardmoreite. [volume] (Ardmore, Okla.) 1893-current, 1911-11-12

( i mere are Hdul ways VI
ing business enterprise. and with
few exceptions, all possess merit. IL
| is merely a question with the adver-
tiser which will bring him the quick
est and best results, but all are agreed
that publicity is the vital spark that
keeps the business going and use what
they believe to be the best means to
that end. For years there has been
war waged between the newspapers
and bill posters, and as usual the pa
pers have received the verdict of the
people. True, many big concerns ad-
vertse on bill boards, but they are
gradually being taught that this ex.
pensve method of drawing public at
tention to their wares is not paying
dividend and are drifting back to
/ the columns of the newspapers
through the great advertising agencies
of the country.
The difference betweH" bill board
and live paper is. the former re-
mains stationary while the latter con-
stanty circuates and is therefore
read by more people than peruse the
bill board, it circulates to n greater
extent and is read by more people,
from lUt ldCl lHdl Oilt paper III "
community is, after being read by IT'S
owner and his family. often borrowed
| by a neighbor who has penchant for
news. but is too penurious or too poor
to subscribe for one himself. Thus
It will be seen that the paper has
the advantage over the bill board, and
advertisers are beginning to find it
out
| There are other classes who adver-
/ tise on a theater curtain and nowhere
/ else. This is all very well If they
never desire to see their ad changed,
and are catering to the theater going
/ public alone. But the ratio of people
| who are able to pay for theater tick
cts for themselves and families IN
order to witness show and read the
ad of some merchant who has some
thing to sell is comparatively small
to the number of people who con-
sumo groceries, yet it is well estab-
lished fact that the people who never
attend theaters are, in majority or
cases, readers of the local paper and
would in all probability discuss about
the fireside some attractive ad of a
! live merchant should it appear in
llle COlulllllS Ol lut pdpcl, anu pNi
haps be reminded of the fact that
they desired to purchase the very
thing that Mr.. so and So" was Offer
ing at bargain prices. Result: In the
morning the lady of the house VIII
journey to the store in question and
make a purchase: has this family
depended on the bill board or the the
ater curtain to obtain knowledge that
good coffee was being sold at reduc-
tion or that they could buy so many
pounds of sugar for a dollar the mer-
chant who advertises on the curtain
would miss a sale. But without fur
ther discussing the merits or dement's
of the different methods Of advertis-
ing, let us take look at the adver-
tiser and discuss him for a few mo-
ments.
1t is easy enough for the adyer-
! tising manager Of newspaper to do
| business with a progressive merchant.
one who has not become imbued with
the idea that he "is so well known"
that it would be a waste of money
for him to patronize the home paper.
| When the agent calls and states that
| he is seeking copy" for the next edi-
! ton of the paper he will be informed
| by this man that he intends using
about so many inches in the next is
sue and tells him what position, and
further states that he will have his
copy ready shortly and will telephone
for a messenger to come for it. On
the other hand there is a class OF
merchants that kick against every
thing and everybody in the town:
nothing pleases them: they can sit
down and tell one just how to run the
city, county and state government,
and when the newspaper man ap-
proaches warns up to him In line
of conversation that is positively dis
gusting, and wants to take up an hour
of his valuable time in dissecting his
neighbors (figuratively). This mer-
chants time Is not very valuable to
| him because as a rule there Is very
| little for him to do, his clerks II he
employs any, are standing around idly
| listening TO the wisdom of the boss
while dust and cobwebs are accumu-
| lating on shop worn goods. THIS
merchant (?) will converse with the
ad man for an hour if the latter Wi
stand hitched," but the moment he
mentions the fact that the season for
heavy advertising is at hand and de,
sires to add his name to the list OF
growing advertisers, he eXclaims:
Why, boy, what is the use of my
having an ad in your paper, | have
been in this town for twenty yeas
and everybody that comes here knows
where ! am and will patronize me,
! so YOU see, young man, it is foolish
nacc for mo to waste money in Al.
vertising." Then the young man"
takes occasion to inform him of the
fact that many of his former custom
ers are doing their trading with
competitor. To this suggestion he will
remark: Yes, that young fellow that
owns the store down the street that
you speak of, used to work for me,
but he took a notion to branch out