The Garden Island. [volume] (Lihue, Kauai, H.T.) 1902-current, 1912-11-05
BUSINESS MAN
At AID CLUB
L. M e sick An Experienced
Newspaper Man Speaks Be-
fore Interested Audience.
CALLS IT BUSINESS NEWS
Deals in Plain Talk on Plain
cSpy, and advocates Artistic
Display Ads.

The following very interesting
speech was made by L, Mesick,
superintendent of the Hawaiian
Gazette Co.'S. big job department
at a recent meeting of the members
of the ad club in Honolulu
1t w w t h considerable
temerity that l accepted an invita-
ton to read a paper before this
club on the subject of The Printer S
Side of Setting Up Ads. At first
glance it seems an easy subject to
handle; but on second thought, l
don't see how l can approach it
understandipgly without going
back of the printer-without start
ing with the cause for which the
printer is merely means to the
effect,
The object of all advertising is
to draw favorable attention tosome
thing-to enlist the interest and
sympathy of the people-ac- =
quisitiVeness, i'll short. We all
need the money. If metaphysicians
will overlook my trespassing upon
their preserves, there is a psy-
Geological moment in which to adj
veItise-and best or most effective
w1in 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 misdirect-
ed. An advertisement, wide Of the
mark, would be adisplay of blankets
and woolen clothing i'll very hot
weather. These patiCularr goods
would not be needed at the time
and possibly never would he-if the
weather continued sultry. But a
powder or a lotion guaranteed to
relieve prickly heat; cooling drinks,
refreshing baths, clothing that, be-
ing scientifically constructed, 5
warranted 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 i'll his
windows and in his newspaper
space the things that the people
need and crave at the time, has the
lead of those who do not trecognize
trAis psychological moment.
Bargain Hunters.
" A noticeable per cent of the
people are bargain hunters. The
psychological moment o reach
these people is not 50 much when
the goods are most needed, al
though the offerings should b e
timely, as when an array of tempt
ing prices can be offered.
Business News.
The advertising columns Of a
newspaper should be brigh ht, snappv
in phraseology, fresh. They fur
nish the business news of t h e
community, and are a sure guide
to strangers as to what conditions
they will find in that community
when they go there. Advertise
ments should be changed often
the oftener the better. This is an
expense, of course, but it is war
ranted by results. A merchant |
knew in California made liberal
appropriation for newspaper adver-
tising, his speciality being readers,
always something fresh to say. He
told me of an incident that came to
= his notice in the lake region of the
Middle West. a storekeeper ad-
vertised in the community weekly,
A fresh stock of dry goods, hard
ware and groceries Just received by
the schooner Alice. At the time
my merchant noticed thisadvertise-
ment, the schooner named had been
at the bottom of the lake for twelve
years-and the country merchants 5
advertisement had never b c e Il
changed in all that time.
The point l have tried to lead
up to is that the written advertise
ment placed in the printers hands
should contain timely business
news, something Il t may be
featured. An advertisement written
and displayed in one tone is not
appealing in these days of high
specializing, If the point in the