The Republican journal., 1912-10-24
ABOUT ADVERTISING.

Advertising keeps the wheels OF business
turning. the factories running, ana puts
money in circul ation. It is therefore now, and
always, vital topic, and is discussed at the
meetings of every association OF newspaper
men the country over. A recent paper by
harold Knutson. publisher of the roiey, Mlnn.,
Independent, starts with the trulsm that I'D
vertising pays the advertiser" and then gives
striking illustration, which may be stated
briefly as follows: A few years ago one OF the
largest concerns engaged in the manufacture
OF -four, with headquarters at Minneapolis,
found itself on the brink of financial embar-
rassment. Its product was unknown, and even
when offered in competition at reduction of
10 cents barrel remained unsold. change
OF management was decided upon. The new
manager diagnosed the situation as result
ing from lack of publicity and asked for $780,
700 for advertising purposes. His request
was granted. Then began a systematic cam
paign of advertising which simply commanded
the attention of the housewives the world
over, and in less than year the business SO in
creased, the demand for the flour became so
great that it was being sold at 20 cents per
barrel above the price other flour sold for and
the business was big dividend paying
basis. The following year this manager asked
for, and got, s1.5O0,OOO. and this investment in
publicity yields handsome returns in increased
business and enlarged dividends.
Mr.. Knutson says that when he took charge
of the Independent he found there were sew
eral business concerns in the town that used
practically none of his space for advertising.
One was druggist who had just secured the
agency for the Edison phonograph. and in con-
versation with the editor one day he deplored
the fact that this line of goods was not taking
the way he hoped. The editor then suggested
the preparation of series of advertisements
to run three months, with the understanding
that if the druggist had not sold eight ma
chimes at the end of that time the advertising
would not cost him one cent. The deal was
made; the first week two machines were sold,
and before the expiration of the time set ten
machines mad been sold, with corresponding
increase in the sale of records. 1t is perhaps
needless to add that he became permanent
advertiser.
The Journal has had several experiences of
like character. A few years ago one of our
large business concerns bought line of goods
with the assurance that they would be adver-
tised in The Journal and The Age. The agent
did not call on either paper, and the firm real
lied that without publicity the goods would
remain dead stock. The Journal then offered
to prepare and publish series of advertise
ments for which there would be no charge un-
so quickly that second lot was ordered.
The editor of the Minnesota paper made a
deal with another business man similar to that
with the druggist, which was equally satsfac-
tory to both parties, and what he says of its
effect in other directions is of interest:
The other business men in Foley have also
fallen in line and the amount of goods shipped
into our town from catalogue houses is stead
lily decreasing-in fact, is almost negligible
quantity. This has been brought about by
printers ink, and let US say further that Foley
is rapidly breaking into territory of surround
ing villages.
An address by S. T. Osterhold Of the Holton,
Kansas, Signal at press association meeting
in Topeka takes up another phase of the ad-
vertising proposition, and that is the matter of
space. He said: "It is as much of a mistake
for an editor to sell man a bigger advertise
ment than he needs as it is for salesman to
load him ul with lot of stock that he knows
he will not SELL" The Journal has always
recognized this fact and has frequently ad-
vised its patrons that they could obtain as
good results with less space than they pro-
posed to use. There are, of course, cases
where large display advertisements are neces-
sary, but in most cases continuous advertising,
even with small space, is most profitable. The
Kansas editor gives this illustration:
Not long ago baker came to me and said
I want to advertise my bread. wan, people
to know more about it. l have fixed I'D nv
bakeshop and would like to advertise it.
would like to take page ad. in your paper
this week." l advised him not to do t. In
the language of the street, what do you think
of that? knew that he was not a regular ad
vertlser and an advertising bill of SIS for one
page would look big to him and he would ex.
pect corresponding return Immediately
Now, bread business is not like sale of fif.
teen dollar overcoats for S. that would show q
drawer full of cash at night, but is business
that must be built up step at time, and
during the summer months the attempt must
be made to induce the women to buy theil
bread instead of heating up the house baking
it.
The baker was prevailed upon to take dol
lars worth of space week. and the edito,
wrote a series of advertisements for him. He
described the new shop, its sanitary arrange.
ment, the crisp brown crusts and the whole.
some features of the bread In some of the
advertisements he tried to impress on the
women the folly of heating up the house in
baking bread when for few cents loaf OF
crisp. wholesome bread could be secured warm
from the oven at this bakery It worked. The
baker got new customers and was pleased with
the results. The same plan would be equally
successful with other lines of business
Another fact in connection with local ad.
vertising brought out in This address is that
many merchants who would like to advertise
"do not know how to write a good pulling
advt." The Journal is always ready to per.
form this service for its patrons when de.
sired and has always done more or less in this
line. 1t is only necessary to give an idea of
what is wanted, and if required proof will be
submitted before the advertising goes into the
paper, or changes made if desired after the
first publication. In other words, satisfaction
is guaranteed In conclusion it may be inter-
esting to read what the highest salaried editor
in the world says of the country newspaper
In the New York Evening JournaI of Cap+