The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1911-12-06
Seth Brown Tells Secrets of
Successful Advertising.
Says That They Do Most of
Shopping.
ONE MUST BE HONEST
Effect May Be Lost if Adver-
tisement UntruthfuI.
He's Pleased With Topeka Re-
tail Advertising.

Seth Brown, editor of Standard Ad-
vertising of Chicago. who delivered an
address at the Ad club meeting last
night. left for his home today.
Mr. Brown is the first secretary of
the Associated Advertising Club of
America, and there is probably no
other one man in the country that has
such a wide knowledge of the advertis-
ing work of all kinds, and he is uni
versalIy conceded as being one of the
highest authorities on advertising sub
jects.
Mr.. Brown gave a representative of
the State Journal the following inter-
view on the subject which we believe
is of prime importance to our local ad-
vertisers. Mr.. Brown said: Il am
very much pleased with the general
appearance of general retail advertis-
ing in Topeka. AS a whole it is much
better than the average, but at the
same time there is very little adver-
Using that is not subject to certain
amount of Improvement
In the advertising or every store
there should always be some uni
form feature to serve as an Identified
ton. Some stores always use their
signature at the head of their ads, or
a specially drawn symbol, which serves
1.-The best retail advertisers are the
ones who are in the close contact with
their trade, who have the ability of ex-
pressing in type and pictures their mes
sage.
Retail advertising is primarily done
for the benefit of the buyer. 1t helps
him to lid what he wants without the
needless expenditure of time going here
and there among the shops to locate
the particular new and interesting ar
ticles. which will meet his fancy
Women the shoppers.
Il notice that I have used the word
him entirely too much, as in reality
advertising is about 80 per cent a fe-
male proposition, and any advertising
man that does not understand the work
ing of the female mind, the Woman's
likes and dislikes, her regularity, and
those little delicate standings of pc
culiar interest which add to her hap
piness and comfort will never make
great success as an advertiser
1.-The other day 1 ran across a very
funny situation, found that by actual
test, carefully made in a number OF
stores, the women bought over so per
cent of all the mems shirts sold, and
this same percentage also applied to
their socks and suspenders, which
proves absolutely that even in matters
WHICH are supposed to be decidedly
masculine, women more than half domt-
nate the situation.
THE reverse is not true. The women
supreme IN their own realm.
think even the unsophisticated Will I'M
derstand.
THE measure of the retail advertiser
in any city or any store is a natural
and accurate barometer of activity
and usefulness.
THE retail merchant can get the best
inspiration for his ads out Of the shop
talk which he hears in his own store.
When I was advertising manager of a
department store. l used to go on the
floor among the shoppers and the things
which overheard often furnished the
text for my best advertising effort.
Must Be Truthful,
1.-The surest way to kill the best ad-
vertising is to fail to meet its obliga-
ton One little lie in an advertisement
will kill the whole thing Sometime the
lie is only one of those white lies which
is insignificant. but as 1 said before,
advertising is 90 per cent a female pro-
position and the women do not like
liar She is honest and true herself
and the sure way to lose her confidence
which is the basis of all advertising
is to deceive her, and the rough I'M
couthed lubbering masculine thought
seems to be oblivious to the fine sensi-
bility, perception and intuition possess
ed by women
Unless the advertiser understands
this feature and realizes that he must
play fair all the time, If he is to hold
the confidence Of the women, he may
as well use his advertising dollars to
b.s morning fire.