Republican news item. [volume] (Laport, Pa.) 1896-19??, 1912-06-14
BEST WAY TO REACH PEOPLE
Newspaper Advertising VIII Accom-.
plish Merchants Object Quicker
Than Any Other Method.

Should you want to say something
to those whom you cannot reach by
the various methods we have, such as
personal conversation or telephone
communication, they are best reached
through the medium of the newspa-
pers.
advertising, in my opinion, is the
art of creating a desire in the minds
of those whom you wish to reach to
possess something that you have.
Since everybody reads the newspa-
pers, it follows as matter of course
that If you advertise in the news
papers, you reach the greatest num-
Der Of people. l find that whenever
| say something to my public in the
newspapers-when ! have something
real to say-I always get splendid re-
suits. l find, however. that when |
talk in the newspapers and do not
say anything-I may as well not have
used the newspapers at all. When |
first started out to write advertise
ments, we used to hear and read
about man named Charles Austin
Bates. | believe this is the gist OF
what he said: He said: IF you want
to attract a mans attention in the
newspapers you will call to him In
72-point type. Aftr.r you have attract
ed his attention, IL be makes the start
to come to you, tell him what you
want to say in 10-point type.
would go little farther than Mr..
Bates, and would say In a loud tone
of voice, exemplified by the 12-point
type. what | wanted TO tell him.
would also lower my voice after l
had attracted his attention. but
would be very sure that ! had some
thing to say which would interest
him, before | calle.. to him at all.
II find the nearer | approach the
common sense in our talks in the
newspapers, the more successful we
are. / also find that evasion of the
truth or Measurements Of any kind
in the newspapers is the most ex-
pensive kind of advertising, from the
fact that We do not get results ana
such methods Of advertising have
tendency to reduce confidence in our
advertisements by the readers. There
fore, we advertise in the newspapers.
plain statements of fact, garnished a
little by the elesancies of the Eng
lsh language, always telling the
truth, the results are absolutely GER
tain.
What is absolutely necessary in
newspaper advertising is to be spe-
cific. TO have something to say and
to say it, AS | have stated before,
to say it in plain words which do not
go over the various heads OF the
readers. We can assume that the
proportion of educated persons to
illiterates, or the proportion of illit-
crates who do not read the English
language. is very small-practically
nil. Therefore, IL we have something to
say, and we say it through the medi-
um of the newspapers. we are bound
to receive a very good hearing. |
find that newspaper advertising. like
every other field of human endeavor.
is becoming an art. and embraces a
great many units of this art Adver.
tising is no less an art than the prac-
tice of law or medicine. We can esti-
mate accurately the results that we
may obtain from certain amount of
space, which may be used In news
paper advertising. We know that
where we specialize in any one of
the units OF newspaper advertising;
where we present good, logical rea-
son for our readers to buy a certain
thing, we obtain results.
1--WE know the man who has made
speciality of advertising. for in
stance, windmills, has made a success
of the selling Of these windmills
from the fact that he became spe-
cialist in this one particular line Of
work, and brought the selling Of
windmills up to very fine art. Like
the practice of medicine, which is di-
vided into a great many subdivisions
each a department and study in
itself so advertising has been
brought to such fine art that special
lists in advertising have today reached
stage where they can advertise
their particular specially, and can
reach the buying public, surely OBJ
tanning results every time.
Il believe, personally. In specific
advertising. | b0lieve in advertising
in the newspapers more than in any
thing else 1t is the natural avenue.
and the only one method we have for
conveying such information as we
desire to one another. While there
are other mediums of advertising. in
nv career as a merchant (something
like twenty-five years) | have
reached the net result that the news
| paper is the only one method by
| which | can surely create desire in
| the peoples minds to buy something
| that | have on sale.
"The newspapers practically form
public opinion on every question
which arises. They, every day, con-