The Salt Lake tribune. [volume] (Salt Lake City, Utah) 1890-current, 1911-02-19

TO lay the blame. They could not lay
1t upon the tariff. for many OF their con-
stituents werc protectionlsts. They
could not say it was free trade, because
we haven't any free trade. Nor could
llgned American extravaganza.
After long and fruitless discussion they
profoundly concluded and so resouted
that it was all to be charged to adyer-
Using.
Judicious Advertising Profitable.
Think of II! Judicious advertising never
has advertising ever tended toward the
reduction of the quality OF any product
II is the advertised articles of today that
represent the standard OF quality. | grant
articles without merit that are for a brief
period extensively advertised. But such
advertisers soon pass unmourned and UNI
sung to their demise.
The question is asked. Docs advertis-
ing increase the cost of living" / cheer
fully answer. ''yes," 1t increases the
cos, of living Just in such proportion as
il multlplies the comforts Of our daily
life. "A genera tion back IL was "A rare
thing &C. find the comfort Of a bathroom
in a private home of moderate proper
lions. Through the medium of skillful
advertising and the evolution of comfort
and convenience there has been created
desire throughout the country for a
comfortable. well equipped bathroom in
Through the wonderfully potent force
of publicity the automobile: within the
reach only of the rich five years ago. is
today fast becoming the economic neces-
sity OF the masses 1t Is emptyng the
crowded apartment buildings and making
IL possible for the man OF moderate
means TO have his home In the country.
away from the pail and smoke OF the
city.
The medium OF advertising has taught
us the joys of living.
Must Avoid Fraud.
But advertising has had It's vioissi-
tudcs. Men who would not stoop to tell
a personal lie have not hesitated to per-
OF publicity. so that many have been
led to regard advertising as a gross
exaggeration. Who OF you has not
heard that oft-repeated expression of
contempt "Oh, that's just an adyer-
tisement2"
But the survival of the flttest" in
luence has been bringing about a radi-
cal change in this condition, 1t did not
take long TO realize that misleading and
untruthfui advertising would not bring
returns-that the dishonest advertisers
any moro than the dishonest merchant or
manufacturer. There is moral respon
sibIlity in advertising an untruth, 1t is
just as much an untruth as II expressed
in personal statement.
The advertiser who succeeds quickly
must pay a lot of attention to copy.
JUST throwing something together and
putting il into fourteen different kinds
OF type isn't advertising by long shot,
The white paper of the Chicago Trib-
une is no more valuable to an advertiser
Weekly Clarion OF the county seat OF q
backwoods Iowa community. 1t is the
gray matter that Is put into that white
space that brings returns.
] had rather put $50 piece OF copy
into So space and expect returns than
a 50-cent piece OF copy into $500
space.
Walt Mason has wittily written:
THE merchant wrote little ad and
put It in the Shrek, and there il stood.
day after day, and each succeeding week
II told about his heating stoves-he
wrote IL when the snow was piled upon
tho frozen earth as high as II would go
And in the sizzling August days. when.
In the towns and groves. the people fried
stoves. Years wore on. the babes were
born. and grow-up folks were plnched,
some men were to the senate sent and
other men were lynched, and some were
we'd and some divorced and some were
boiled In oil, and some were loafing in
the shade. while others titled the soil.
hunting treasure trove. and stu that
doggone foolish ad referred TO heating
stoves. The type wore out; the printer
went to get another ad; i tried tnat
graft the merchant said, and found It
very bad No. advertising doesn't pay,
Go chase yourself. my cove; / tried your
sheet for. seven years ana never sold
a stove"
ALI Depends on Copy.
But fortunately such incidents arc rare.
Great progress has been made in the
character OF advertising copy in the
past few years. Not only has this prog
ress manifested Itself In the strength OF
copy. but in the matter of Illustrations
and type effects as well.
Advertising is but form OF creative
salesmanship.
II enables us to enter with equal ia
cilisy the cottages OF the poor and the
palaces of the rich. II virtually directs
what the nation shall eat, drink and
| wear. how II shall live and In some in
| stances how IL shall be buried.
Advertising has been defined as sales
manship on paper. II is thai and more.
| II Is the art OF creating new want
and at the same time providing II means
| of satisfying that want. II SAYS to tho
| tourists. take kodak with you
! Dogmatic and compelling. With il Is