The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1912-01-25

/ Talks
TIMELINESS IN ADVERTISING
Facility for Quick and Appropriate
Adaptation Adds Greatly to
Value and Interest.

Timely advertising adds greatly to
its interest-stale ideas and illusions
fall fiat. The American public re-
spends quickly and with genuine adj
miration to the advertiser who shows
that he is up-to-date and fully abreast
of the times in the wording and gen.
| eral preparation OF his announce
| ments.
Tlmeliness is often the keynote to
| success-tardiness to that of failure.
| More and more do we look for news
| in advertisements. and news must be
new to be interesting The text in
| the introductions to most Of the sue
| ccssful department store advertising
| is founded upon some important news
| item of the day. And it has now be-
come a fad. even with those who do
not advertise in the daily newspa-
| pers, to display "up-to-the-hour news"
in their store windows. This shows
the tendency Of the modern belief in
having advertising matter thoroughly
| up-to-date
There is always something going on
| OF sufficient Importance to the com
munity TO make the allusion to it in
| advertisement of special interest to
the public. It is an appeal for quick
| attention, and the public responds to
| the demand. 1t is rapid transit"
| from the news of the day TO the news
OF the store. and interest can be cast
~ maintained in the transition. Even
writer with average intelligence can
attract and hold the readers inter
est in this way.
The greater and more important
the event. the quicker will the public
become interested in the allusion TO
it and the facility with which the news
Is used to lead up to store intelli-
gence
The seasons and anniversaries of
important dates ought to be remem.
bered and used when practicable The,
public is invariably in a responsive
humor TO patriotic talk around Lin.
coins and Washington's birthdays.
the Fourth Of July and Thanksgiv-
ing. 1t would be considered an error
Of Judgment 10 refrain from some
pertinent allusion to those days in
ones advertisement.
And the Christmassy flavor In the
announcements At Yuletide ii would be
an objectionable crime to omit hints
at the festive season. the spirit of
goodwill TO all men" mot forgetting
the ladies. God bless 'em). and the
81,
careless advertiser who would ap-
proach his public around the Christ
mas holidays without proper ven
Grafton for the season and it's cour.
tesies.
But the seasons and anniversaries
are fixed, and usually are far be.
tween. The advertiser cannot depend
upon them for the ''tlmeliness" of his
text He must be ready ali the year
round to avail himself Of the current
news. and so have his announcements
at all times timely. II is not diff.
cult matter. IL requires no knack,
and calls for no special training. A
facility for quick and appropriate
adaptation is all that is necessary to
keep the advertising at all times up
to-date and interesting Such adver-
Using is looked for and generally wei.
coined by the public, where stale and
trite statements go unread and I'm.
needed.
Last weeks newspaper has very
little interest for us today. but to-
nights news. being news. is awaited
by eager readers. And advertising.
being news of the store. OF trade and
commodities. is read and enjoyed only
when fresh in facts and the manner
of presentation