The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1912-01-30
TO HELP BUSINESS
Advertise Literally and Get
Copy in Early.
Topeka Men Tell How to Get
Better Results.
RATES LOWER HERE.
Marco Morrow Says Business
Men Are Favored.
More Carefulness Urged in Pre-
pairing Advertisements.

meeting of the Topeka Ad club today,
when the general subject of How to
Make Advertising More Effective" was
discussed.
W. W. Webb, who was called upon TO
speak, announced that both the White
way extension on Ninth street and the
large Topeka signs at the Santa re
and Union Pacific stations are assured
1.-THE best way in which the news
papers in Topeka could make adVer-
Using more effective so that the mef-
chants would get more Nalue Aol
money paid for this purpose would be
for use of more care in preparing al
vertising matter and send 1t in early
said Frank P. MacLennan, who was
the first speaker.
only lacks attractiveness but is not
plain. When copy comes in season 1t IS
possible for the compositors to take
more pains with it, and then changes
can be made more readily and SO the
advertising is more effective
Its impossible to get the best re-
suits on account of the carelesSness IN
preparing copy and negligence in send
ing it in to the office"
I heartily agree with Mr. Mac
Lehman in this matter of preparation
of copy" said Marco Morrow. The
question is what the newspapers Will
do about it. In Kansas City if copy IS
not in at a certain time 1t simply
doesn't go in. The local papers should
make the same ruling
zone fault is not with the merchants
but with the newspapers I confess
we are sinners. In general advertls-
ing there is lack of sentiment. In
local newspapers the tendency is, Now,
YOU had an advertisement in the Jour
nal last night and why are you dis
crinlinating?' A merchant will say,
Now, / will spend so much with Frank
this wear and so much with Arthur
Do "a
is selling for less than anywhere in the
country in a city the size of Topeka
Advertising should be on business
basis I do not think much of going
out to get business because someone
else got an ad. The merchant should
think first. last, and all the time OF
results There should be no personal
element entering into advertising.
Topeka newspapers give service TO
advertisers equal to that anywhere 1t
is necessary for large store TO nave
a regular advertising man, but the pa
pers render valuable aid In preparing
ads for the merchants.
I've have two of the most handsome
papers found in any city the size OF
Topeka, but our makeup is still a little
sloppy We allow the advertisers to
encroach on the space that legitimately
belongs to the readers. II you increase
the efficiency of a newspaper, you are
also helping the advertisers. / am sure
the advertisers attach too much I'M
DOTI2QCe TO IulS I1dllOt u POSANAOt..
would like to see gradual REFORM
along this line, so that the papers
would be made more attractive
1.-The newspaper business is bust
ness that everybody knows all about
/ Any man could step in and tell the
/ editor lust where he is making his
! mistakes I think that the people are
inclined to feel the same way ABOUT
the advertising department OF news
IT will spend in the next 80 days,
said President n. B. Burge, $4,000 or
$4,000 in advertising. IT pays a man
to study advertising. II could get
together all the business men in the
city I would go about studying adver-
Using from the ground up I'd STUDY
E every phase Of advertising. If man
is going to succeed in business ad-
vertising is absolutely necessary
Is Ad Club a Fizzle?
whats the matter with this AID
club. We have tried to interest the
members and I think we have made a
great fizzle of it. What's the matter
What we need in this town Is to get
down to business"
L want to disa gree with the presi-
dent of this club said Frank P. Mac
Lehman. THE AID club has been a
great factor in the city. We have had
some good meetings this season, but
we have been unfortunate in not being
able to get enough out-Of-tOWn speak
from the firm of Emahizer & Spiel
man present They came here prae-
tically unknown few years ago, but
they have built up a wonderful bust
ness The advertising has been es@ec
tally effective. I'd suggest that we
take more of our own medicine-we
should advertise our meetings more
than we do"
w. A. Neiswanger; 1.-THE editor of
the State Journal made some appro-
pirate remarks relative to handing in
copy early. Isn't the reason that more
men have not been attending our
meetings because the merchants are
getting results and don't feel that they
need to come. I'd like to see the
newspapers guarantee results when
they accept advertising.
w. W. Webb spoke briefly on the
value of white ways and electric signs
in advertising. He spoke of an instance
/ where the big $500 sign of the firm to
| which he belongs had attracted the at
| tenticn of q big insurance man who
| was willing TO pay the firm bonus &c
handle its business, because he said
I when he saw the sign he knew theirs
was something doing inside.
J. c. Emahizer made a few remarks
speaking Of the value of advertising
| samuel E Lux was also called upor
to speak.
/ casion was William Ankarstran of the
| Mergenthaler Linotype company, who
came to Topeka to put the finishing
| touches on the installation of the State
Journals new linotype. the eighth, and
the largest and most complete compos-
ing machine ever installed in a newspa-
per office-the only one now in any es-
Enlistment between St. Louis and Sar
Francisco
II am on my way to San Francisco
he said land stopped off in Topeka
We don't seem to take as much civi'
pride in the east as is shown here il
the west At the hotel yesterday
overheard a conversation that was al
example of this attitude of the peopl'