Audubon County journal. (Exira, Iowa) 1884-1993, 1913-07-31
ATLANTIC MERCHANT
TALKS ADVERTISING

At a recent luncheon of the At
lantic Commercial Club, Mr.. F. M.
Nebe read a paper on advertising
which has attracted wide attention.
from mercantile and trade journals
throughout the country. 1t has been
quoted in full as far away from
home as New York. An extract from
it is given below:
II can remember the first ad
ever wrote. 1t was for father. I
said, "It seems to me as if we could
do lots more business if we would
advertise" He said, "Yes, 1 think
SO too, but 1 can never write ads
If you want to, give the newspaper
man a small one." He dictated.
wrote it: Martin Nebe, dealer in
boots and shoes. South Side Square.
We did more business; he thought
that paid. So l began to write ads
that were different; ads that would
attract the peoples attention, and
there never was year that our
advertising didn't pay.
'We must divide advertising into
two distinct classes-direct and
cumulative. Direct advertising is
advertising where you expect and
usually get direct results if the ad
is we'll worded and properly dis
played. Cumulative advertising is
the kind of advertising that is
built up day by day, week by week,
month by month, year by year. Ev-
erlastingly keeping at it is what
makes this kind of advertising pay,
and many times you will hear from
an ad that you have probably for
gotten about.
Now, we will divide both the di-
rect and cumulative advertising in
to five kinds-first, newspaper; Sc
cond, personal, which includes per
sonal letters, pamphlets, circulars,
catalogues; third, outdoor advertis-
ing, such as billboards, fence signs,
ETC.; fourth, window advertising
| (this should include electric signs
or other signs in front of store;
fifth, novelty or freak advertising.
These different kinds of advertis-
ing all pay to a certain extent, some
of course, much more than others.
For all kinds of ADVERTISING.
e., for all lines of business and at
NJ n II
first. There is no medium that
reaches as many people and bring
as good results for the money ex-
pended as do the newspapers. Only
a few years ago there were many
families who subscribed for no pa
per; today there is probably not a
single family in the community that
does not take several papers, and
think / would be safe in saying
that every one takes daily. said
that all kinds of advertising pays,
but not all the copy that is run in
ID newspaper payS-not because the
newspaper is at fault, but because
the copy is wrong and because the
copy is sometimes never changed
for months at time. If the ad
says nothing and does not attract
the readers attention the money
had as we'll be thrown in the gut
ter as far as results is concerned.
''there are still a few merchants
who say, sit does not pay to adver-
tise," but l ann glad to say that
they are rapidly disappearing from
the ranks of the mercantile world.
81 am sure that if it We're possibl,
to take these nonbeliewers and have
, them take some of the ads that
they say did not pay them we
would find that they got no re-
suits, not because advertising does
/ not pay, but because the ad had
: no story to tell and was in a sense
S not an ad. am sure it would mean
e another recruit added to the thous-
p ands of merchants who have made
D a success of advertising.
{. "One thing should be remember.
Il ed Wnen Wrltlng adS. and tnat IL
II this-the day of sensational adver
f tising is passing and the day Of
s educational advertising is at hand
n Truth is today principle of eff
: cheney in advertising. People ne
y longer believe these great stories
IS of goods having been shipwrecket
4 or wera in a railroad wreck or tha
h the clothing stock just shipped in
d to town had been miraculously say
5. ed from a great fire and was nov
going to b'a given to the dear pub
lic-i. e., almost given away To
day there must be reason for do
ing what you say you are going t,
;, ~ do"