The Hawaiian gazette., 1912-09-03
THE PRINTERS PART
IN ADVERTISING
Advertiser Foreman Speaks for
Him Before Members of
the AID Club.
(From saturdays Advertiser.)

(From Saturday s AdVertiser.)
A practical paper on practical sub
ject by practical man was read at the
last meeting of the AID Club by Leve-
rett H. Mesick, foreman of The Adj
vertiser mechanical department, on
"The Printers Side of Setting Up
Ads. Mr.. Mesick said:
cit was with considerable temerity
that | accepted an invitation to read
paper before this club on the subject
of 'The Printers Side of Setting Up
Ads. At first glance it seems an easy
subject to handle; but on second
thought, ! don t see how | can approach
it Understandings without going back
of the printer-without starting with
the cause for which the printer is mere
ly means to the effect.
t'The object of all advertising is to
draw favorable attention to something
to enlist the interest and sympathy
of the people-acquisitiv in short.
We all need the money. If metaphysi-
clans will overlook my trespassing upon
their preserves, there is a psychological
moment in which to advertise-and
best or most effective way in which to
do it. OF late years business people
understand the science of advertising
much better than formerly, and so
much less money and effort is misdi-
rected. An advertisement, wide of the
mark, would be display of blankets
and wooden clothing in very hot wealth
er. These particular goods would not be
needed at the time and possibly never
would be-if the weather continued sui
try. But a powder or lotion guaran-
teed to relieve priclSly heat; cooling
drinks, refreshing baths, clothing that,
being scientifically constructed is war
ranted TO cool, not heat, the body
these things put before the people
when they are sweltering would find
eager takers at fair prices. People
generally want what they want when
they want it. The merchant who puts
forth in his windows and in his news
paper space the things that the people
need and crave at the time, has the
lead of those who do not recognize this
psychological moment.
Bargain Hunters.
"a noticeable per cent of the people
are bargain hunters The psychological
moment TO reach these people is not
so much when the goods are most need
cd although the offerings should be
timely, as whom an array OF tempting
prices can be offered,
Business News.
''The advertising columns of a news
paper should be bright snappy In
phraseology, fresh, They furnish the
business news OF tho community, aud
ara sure guide TO strangers ms to
what conditions they will find IN that
community when they 80 there, Ad
yerlisementa should hn changed often
thu oftensr the better, This 10 an OK
penaei Of course, but Il 10 NARRATED by
results, A merchant ! knew Ia Call
fnrnia made liberal appropriation for
newspaper advertising, his speciality
! being readers always something fresh
90 say. 10 told mr VI an Incident that
came 90 hia p0ilrp in tho lake reEi0n
NJ lhe Middle Wpat siorekeppeg ad
| YaFilsnd M tho community WppkA A
iIesh pi0ek W dly eania, hardware and
grepeHps Just fprplfpi hy tho aphnpneg
Ahfe AZ ihe Tins WY mpIchapt
nnllepi ihH ailpllispmsm ihp sphpaneg
nampi had boon M mo hOlipm oi ihp
laif fnT twelve fpNla HnA lhp fpnniiA
lWfgfhaaF8 NalulllHpmeHl hAN an' "