The Hope pioneer. [volume] (Hope, N.D.) 1882-1964, 1911-04-13
INITIATE AMERICAN METHODS
Advertising In Foreign Magazines and
Periodicals Influenced by Styles
In This Country.

The influence of American methods
Of advertising In foreign magazines,
periodicals and street pillars is very
perceptible. Not only is there a
large representation Of enterprising
American firms, who laud their wares
and call attention to the location of
their foreign offices, but there IL a
perceptible imitation of the American
style. So far as recollection serves,
the method Of grouping advertise
ments of the same nature is dis
tinotively American. The grouping
here referred to Is that now custom
airy in our American magazines under
such heads as educational 1nstitu-
tions," Hotels" "sanitaria," auto
mobiles" Health and Other Foods"
and so forth. This method of group
ing is entirely familiar to the Amer
lean reader. 1t is only Of late, how
ever, that 1t has come into vogue in
foreign magazines and periodicals. It
is nov as customary abroad as at
home.
But not only is our method imi-
tated, the foreign periodicals has
caught the American spirit also. If
the question were asked, Just what Is
the American spirit Of advertising, it
would be answered by no set of
words so completely and entirely as
by the expression: "1ts peculiar
candor and breezy colloQuialism." We
have see fit to depart from the staid,
rather dogmatic style Of advertising
Of III immediate ancestors and have
entered upon a campaign of CONNER
cial education Of the masses in Ian
guage entirely understood of the peo-
pie" The conservative American pa
per is as much under the sway Of this
modernism as was the most radical
or advanced paper in the olden or, for
that matter, in modern times.
This spirit the foreign magazine
and the press in general have caught.
And the foreign advertiser is as ready
today to talk Familiarity and COLO
quially with his customer as Is his
American exemplar. The customer
is asked whether he likes the taste
Of his Coffee" or whether he has
used such and such SOAP" or "wheth-
er he prefers this or that style Of
shellfsh," with the same breezy can
dor1as in America.
There is one feature In which this
candor expresses itself. however,
which has not its counterpart in Amer
lea as yet. And that is the free pub
lication to the reader of the maya
zine that this space costs fifteen
marks per monthly insertion" and
publishing this price in the one inch
in each case not as yet occupied by
advertising matter Of its class.
Whether this will find imitators In
America or not remains to be seen.
Occasionally the price paid by the ad-
vertiser leaks out into the conscious.
ness Of the general public, but this oc.
ours rather through the inadvertence
or through the candor of the adver-
tiser himself than through the man.
agement Of the periodical. An in
stance Of this kind was brought to
public attention through the fact that
an advertiser in one Of our contem-
poraries called attention to the fact
that he was paying $4,000 for the
double page Of which he was availing
himself at the time and then proceed
Ing to tell his readers why he did 80
and why he could afford to do SO. But
this habit or procedure Is not as yet
common in America, though quite 80
abroad Newark IN. ~ News.