The Fargo forum and daily republican. [volume] (Fargo, N.D.) 1894-1957, 1912-01-29

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the recent convention of the North
Dakota State Press association was
that of Sec. vii E. Holbein Of The
Lansford Journal, which was read
Saturday morning on the subject of
Effectiveness of Advertising Display.
The paper caused so much favorable
comment in editorial circles in the
city that at the close Of the week a
copy Of Secretary Holbein's effort was
procured and is given below. In part
Mr.. Holbein said:
At first glance the subject would
seem to be a simple one, but the more
one thinks about it, turns it over and
dissects it, the surer it becomes that
it takes in the whole science of adver-
Using, and not merely a branch Of
1t.
Effectiveness in advertising is the
advertising itself; advertising to draw
trade must be effective, so hat we
are called upon to delVe into a mighty
deep proposition, and we feel that we
are a poor instrument to have charge
Of such a weighty. subject.
There are certain steps that lead to
ClLSCIiNS INlbAll5 uASkt1y @SCOl Nlil6
to our experience, and we will
deavor to outline some of them in the
hope that the members of this asso-
citation may improve their methods
and in the end bring about the results
that advertisers are looking for.
Chief and foremost in the steps that
we shall take is the all important
one Of impressing it upon the minds
of the members that no advertisement
can be effectively displayed unless
there is a hearty cooperation between
the merchant and the publisher. To
bring this about it is absolutely nee
essary that the publisher knows the
advertising business. This is a broad
assertion, but nevertheless true.
What would you think of the con-
tractor and builder when o went to
him and asked him to assist you in
planning for the erection Of a build
ing, to find that he was not wen
enough versed in his business to give
you the required assistance? What
would you think of the machinist
when called upon to repair your presses
who would profess ignorance of his
business? What would you think of
the painter who would ask you to mix
the pigments to color the beautiful
sunset that you wanted painted? You
would flee from them as from a
pestilence, yet how many of us in the
newspaper business are in the . same
fix as these men mentioned? We are
helpless when a merchant asks us to
assist him in preparing his advertising
matter, when we should embrace the
opportunity with outstretched arms,
with the full knowledge that If we are
proficient we would have half the bat
tie for effective advertising won. I'm
der the present circumstances it is
almost safe to say that over half OF
the advertising done in the state OF
North Dakota represents money
thrown away, just for the simple rea
son that we, who are supposed tc
know our business, are lacking II
knowledge Of our art.
It is true that all of us cannot
go to the expense and trouble o.
studying advertising under an expert
but we can educate ourselves. There
are many ways in which we can &c
about this self-education. Sometime:
the more simple a. thing is the more
effective it is. Therefore, do not shur
the at hand for self instruc-
ton along the lines of learning eff.
f~ectiveness in advertising display.
1t is a well known fact that very
little of the good advertising appear
ing in the magazines and the large
metropolitan newspapers is copyright.
ed, and a good plan to pursue is tt
clip all those advertisements that ap-
peal to us as good, and file them
away for future use, preserving tho
date lines, so that in years to come
we a be of assistance to the mer-
chant in finding something in his
stock to advertise at any season o.
the year, when he, in desperation
says: II don't know of a thing *
advertise this week" We cannot i'm.
press this subject of knowledge of ad.
vertising too strongly upon you, fo1
1t is the keystone to the whole struc.
ture, and by this lack of knowledge
of our art all advertising becomes
dull and empty. Try and cultivate
the quoting of prices, for the ad:
containing prices are the easiest tx
display, for with right prices the adj
vertisement assumes a prominence
that cannot escape the reader. Some
of you viii say that the ads full 81
prices make too much trouble for yol
and the office help. On the contrary
you should hail the advertisement
filled with prices as you would a long
lost brother, for this sort of publicity
surely brings results to the merchant
and consequently TO you by larger. ad,
IIveftisin9 approximations. Ctulfiyate I'll,
price-making merchant. You will hay,
more bread and butter as a result.
Another important step towards ct
~fectiveness in advertising display j
the s of cuts. Cuts are as impera
tive to the drawing advertisement a
salt and pepper are to our eatables
The mail order houses advertising
matter proves this most c~oncIusiyely
We have always felt that when W