The Lee County journal. (Leesburg, Ga.) 1904-19??, 1911-12-28
Advertising
IL TAN. j |
BEST AID. RESULTS
FROM NEWSPAPERS
y HUGH cnALMERs.

~ ally N0NN va ~tAA IA ~ A@@AAAA~A -
speak on advertising Il IL Hugh Chal-
mern, head Of the Chalmers Motor
company. and n he praises newapa
pers AZ advertising mediums me
best mediums. IN fact--editors o.
newsrapers may BE- tostly proud ana
acceps bis statements as fact
Mr. Chalmers. began biz career e.
once boy for the National Cash Reg
lister company. "a time became it,
sales manager ak 4 salary Of $4,000
year, and all this through his keen
knowledge Of advertising
His speech ia part before the pub
iicity club o. Springfield. Mass. re-
Gently. Il as follows:
There are two excuses why any
man should not advertise. The nrss
one Is. ! have 30 much business
why advertiser The second Il, 4
have 30 little business I cannot AFFORD
to advertise. so II Q man ID looking
for an excuse between these two be
always has one
4 believe that newspapers are the
best mediums for advertising because
the people are always looking for
news. They buy newspaper TO read
the news. and they stumble into the
advertising believe in al kinds OF
mediums magazines both weekly and
monthly, and weekly newspaper !
believe Ia any medium that has .
legitimate circulation, but particular
ly believe ia the newspapers as being
the best way OF reaching the people
with almost anything you have TO sell.
II believe that advertising and
saiesmanship are the chief factors In
distribution, and the Relationship be-
tween the two Is the cioseat-in fact.
they are inseparable, because all adj
vertising Is salesmanship and all
aalesmanship is advertising. II you
want one word that viii take the
place OF both that one word Is teach
Ing. Advertising and salesmanship
are teaching the people to believe In
you and In the goods you have 70
sell. In advertising. however, you
are talking to thousands or perhaps
hundreds OF thousands Of people ct
time. while IN salesmanship you are
talking 20 one or two persons Ut
time. so that II might properly be said
that advertising conducts q public |
school. while salesmanship gives In
dividual lessons. but In each one you
are teaching. whether II be in printed
advertising or IL oral salesmanship.
Nov. let's consider the advertising /
SADIE Of this question for e few mo-
ments. AS have said before. don't
think It Il possible TO get up any
set Of rules governing advertising. be-
cause Just as surely rs you try to DO
this you will tind the rules won't work /
Instead nf being set Of rules. adver-
tising mainly consists Of having the
right Idea and using It at the right
time. That sounds simple. and Il IL.
too, but It IS one OF those things 10
internally simple that they are hard.
We make It hard some times because
we try to 60 about II with q set OF
rules which some one has told Us
about. or we try 20 apply 70 II other
tests instead Of trying to apply to Il
the one test Of simplicity and plain
ness and OF common senae, TO my
mind there are only three fundamental
princlples in advertising. and these
are az follows: First. be honest; sec
ond, be sensible; third. be persistent
II say be honest. because every
advertiser should remember that I'D
vsrtising doesn't create value-it
merely tells Of il. The value has TO
Be h the article itself Advertising
never added to or desTacted from any
article ever sold. and whila Il lie pos
siblo through advertising TO create
lok u first orders through mis-
representation. yet Il would be im-e
posaibia TO repeat such an advertising
campaign. and no permanent succasa
was ever built up on misrepEesopta-
ton or misatasement
II say. be sensible, because there
are 80 many men who seem 70 talh
about everything elsa but the right
thing when they get to writing I'd.
fcE&1h4uB CODY 0d 1ath&1k8 0GS8AN4
the majority OF people who read copy.
are endowed with geod common aenses
II say. be persistent. beeauee you
have to keep evsrlastingly u Il PEG.
pie soon forget there Is go much to
attract their attention and unless We
keep persistently at sdyertising We
had better not begin at all. AZ my
good friends. Col. LATE Young Of Des
Moines has said. Every man. woman
and child IN this country knows that
a railroad crossing Is dangerous, but
the railroads don't take down their
stop. Look, Listen signs. Keep 10
advertising and be persistent Whyf
Because the hardest thing 70 md 70
day Is yesterdays newspaper. r yOu
don't think 90. Try to find one.
There Is no particular mystery
about advertising. In the last analy-
sis it Il simply common sense plus
printers ina"