The evening times. [volume] (Grand Forks, N.D.) 1906-1914, 1913-06-21

cars. newspapers. What did they get
-nothing-ttah and Vermont-Mor-
mons and spruce gum. And you told
me this advertising could do anything.
was stumped for a minute. Then IL
same to him fast. Leaning across
the table with his indexer at an an
gle of As degrees, he handed this to
VIZ. Manufacturer: Not on your life.
1 have repeatedly told YOU tina to adj
Vertise any product successfully that
product mus Ia merit. II had to
the people wanted In this Taft cam
psign. it seems that the Tour wasn't
the red river kind, the yeast was a bit
soggT. and the cook wasn't Just the
right kind Of mixer. The bread was
a sight.
Newspaper publishing is just news
paper publishing. Advertising is JUS.
adyertising-just common horse sense
lust honesty-just hard work-just
persistency. Rube Marquard is a
great pitcher. He became a great
pitcher by pitching. He isn't a great
singer. found that out at a theatre
in Minneapolis a short time ago.. But
At that. he is just as good a singer az
Caruso is-a pitcher. Successful adj
trade. getting next to the tools and
keeping the tools in trim.
Voice Of Buriness.
"Advertising is the voice Of bust
ness. Some business can get along
without advertising. Just as some
men can make a living although
dumb. But both are uphill jobs. Al.
vertising began when the aged mer-
chant from the vicinity of the Holy
City wept out on the street and logged
the pedestrian by the elbow to get his
attention. Nowadays. he can jog the
whole town-and not get hit back
through the public print while he
himself can he adjusting the car
huretor-getting ready for toni9ht's
automobile ride.
advertising is a peddler who
brings the wares of the world into
the house each day or each week ana
tells you how cheap and how good
they are. But it is more desirable
than peddlers. because when you are
tired of a pe6dler, YOU can't fold him
up and put him on the pantry shelves.
'Advertising formerly consisted Of
the truth. Then Imagination and elo-
auence came to the aid OF the truth
and for a while. it looked as though
they would crowd it out entirely.
With the aid Of Imagination and a
newspaper. a man can sell cactus des-
serts and frozen desserts; Florida lano
that should be measured by the bal
Ion instead Of the road: colored waite,
and college education-mines where
minerals do not exist: sky scraper
and patents Of nobility; chewing gum
and blue sky.
BY advertising a man can dispose
of a mountain OF sawdust at at fabu-
ious price. Without advertising, h.
can offer frankincesse and myrrh to
all corners free of charge until the
stuff spoils on his hands.
advertising is the voice Of bust
ness. but it should not be allowed to
rise to Il hcarse shrek and disturb the
landscape. 1t should be cultivated.
There is un~questionably a big
waste in newspaper advertisng-and
in all other kinds. too, for that mat
ter-but the fault is not necessarily in
the medium. Put it where it belongs
with the advertiser-the cook. So
many Of them do not put enough time,
enthusiasm into their copy Often Mr..
Merchant may buy silks. he may buy
shoes. furniture. steam eng1nes-what
mo- like a Marshall Field-but when
it ome to buying newspaper space
q most important, II not the most i'm.
portant commodity of his whole bust
ness-he so often goes to 1t without
tention and thought and foresight he
tills his space-in a good riddance-of-
a-bad- Job frame Of mind. Hes got il
out OF his syetem-and this SPACE
costs good, h~ard-earned money. It's
a srying shame that there 10 not more
thought put into copy-more prepara-
ton. Ninety-nine times out Of q hur-
bred when the advertiser. says .ad-
Nertising dosn't pay you will hnd that
he has thrown his copy together in a
hap-hazzard way, occupied his space
in a manner that is IN insult to the
Intelligence Of the average reader. ana
picked a hand-bill for medium.
The Merchant should buy ADVERTISING
space with the same a and Atten.
ton and economy that. he buys his
merchandise-and. then he will not
have to worry about tho problem Of
getting results. And by economy /
mean broad. generous. business-like
sconomy-that has good judgment
back Of it-not the tfght-wad variety.
You publishers r at fault too.
Don't let dead ads get into your pa
pers.
Then there's the newspaper adj
vertiser who can't be explicit, SPECIFIC.
It's diffcult- to say something when
we've really nothing to say-it's q
virtue to, say nothing when we've
nothing to say. He attempts to cover
too much territory.
Its pretty hard 10 spread a pound
ANeNn0 IIE