Northern Wisconsin advertiser. [volume] (Wabeno, Wis.) 1898-1925, 1911-05-12
WHY NEWSPAPERS ARE BEST
Read by People for the News and
Advertising Cannot Be Gotten
Away From.

mers' Motor company, but who for
merly had charge of the advertising
department of the National Cash
Register Co., for which he received a
salary of $4,000 a year, in an address
to the Publicity club at Springfield,
Massachusetts, said:
There are two excuses why any
man should not advertise. So if a
man is looking for an excuse between
these two he always has one.
I believe that newspapers are the
best mediums for advertising be-
cause the people are always looking
for news. They buy a newspaper to
read the news, and they stumble into
the advertising. | believe in all kinds
Of mediumS-magaZine both weekly
and monthly, and. weekly newspapers.
L believe in any medium that has q
legitimate circulation, but | particu-
larry believe in the newspapers as be-
Ing the best way Of reaching the peo-
pie with almost anything you have to
sell.
Il believe that advertising and
craftsmanship 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 is craftsmanship and all
craftsmanship is advertising If you
want one word that will take the
place of both that one word is teach
ing. Advertising and saIesmanship
are teaching people to believe in you
and in the goods you have to SELL
In advertising, however, you are talk
Ing to thousands or perhaps hundreds
OF thousands of people at a time
while in craftsmanship you are talk
ing to one or two persons at a time
SO that it might properly be said that
advertising conducts a public school,
while craftsmanship gives individual
lessons, but in each one you are
teaching, whether it be in printed ad-
vertising or in oral craftsmanship.
Now, let's consider the advertising
side of the question for a few mo-
ments. AS have said before, l don't
think it is possible to get up 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 a set of rules, adver-
Using mainly consists of having the
right idea and using it at the right
time. That sounds simple, but it is,
too, but it is one of those things so
Internally simple that they are hard
We make it hard sometimes because
we try to go about it with a set of
rules which some one has told us
about, or we try to apply it 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 as fol-
lows: First, be honest; second. be
sensible; third, be persistent.
Il say be honest because every
advertiser should remember that ad-
vertising doesn't create value-it
merely tells it. The value has to be
in the article itself Advertising
never added to or detracted from any
article ever sold, and, while it is pos
sible through advertising to create a
lot of first orders through misrepre-
sentatiOn, yet it would be impossible
to repeat such an advertising cam
paign, and no permanent success was
ever built up on misrepresentation or
misStatement.
Il say be sensible because there
are so many men who seem to talk
about everything else but the right
thing when they get to writing ad-
vertising copy. Be sensible because
the majority of people who read copy
are endowed with good common
sense.
Il say be persistent because you
have to keep everlastingly at it. Peo-
pie soon forget-there is so much to
attract their attention-ard unless we
keep persistently at advertising we
had better not begin at ALL AS my
good friend Colonel LATE Young of
Des Moines has said. Every man,
woman and child in this country
knows that railroad crossing is dan
gerous, but the railroads don't take
down their Stop, Look, Listen!"
signs Keep up advertising and be
persistent. Why? Because the hard
est thing to find today is yesterdays
newspaper. If you don't think so. try
to find one.
There is no particular mystery
about advertising. In the last analy
sis it is simply common sense plus
printers ink"