Newport daily independent. (Newport, Ark.) 1901-1929, 1913-08-19
klIos FOR LARGE !I:1,
|'RsE,s ARE HANDLED

NIT, an important H., aIs'
s'' y actual News" and
,, i Requires Care
ADVERTISEMENTS in a news.
Constitute aus" an and that the prepare ais,.
\ them !. , knowledge and training ing,
rrl ,s =, which often uo na,'
ss, ,ss s' Consideration of the read
4, I'd daily lily newspaper sa:. Of the
ever we this is the ., case read the
'ras % W very large proportion
aps astod in the advertisements,
e's,ss'ss number of women VINO VINO
uu' ~ family clothing anu
,'d SUI supplies, in particular .oa de.
'a ',an the the advertisements reau,
h ap' with care and watching III st 'nsm
' ',s'l as the investor in seo oc'a
spds watches the flnan n',snn ne are
IA Al departments, in a very saya sta.
q the word, to the 0o"eS'''
' y work. the thought and the
I, ,u e,snaratlon that goes into the
.rt s Of a clever advertisement n
\ lima may attract the eye Of Of the ne
: and nd. hold his attention, few OF
..,sers take any cognizance. Still
rs.liqe what a truly all-round
the advertising manager must
uu.. Know Human Nature.
|, IL gil the bill. he must know
!, nature, clothes and drygooos'
lmz, He must keep abreast
A. times and the fashions. he
be an expert Judge of Values
he must be possessed OF a pecu-
,Ytra sense" that he may know
seize the psychological moment
n in to spring particular sale.
Bven the man and the fitness there
Eli Is interesting to know how the
department store advertisements
ENilvaukee, for instance, are plan
BY the advertising managers, VINO
e by the way, foremost among
4 IN that special line iii this coun-
I The methods which prevail~here
! typical, with immaterial differ
a Of the same work throughout
\ country.
Especial sales are of two kinds
I biz periodical sales, which are
Inned for months in advance, and
Iich come about as unfailingly and
guarly as the seasons, and the
lex special sales, of merchandise
ddenly acquired.
The last sales are heralded by the
yer for that department, who tells
! Office Of certain merchandise
Itch he has unexpectedly bought.
Z buyer and the advertising man
d consultation, and when the goods
i've they visit the warehouse and
/ them over.
!, in the sober judgment of the ad-
Using manager, they prove equal to
buyers enthusiastic description of
n,the advertising man decides to
2 them place in his advertise
nt on a certain day. The proper
late size Of this space is based
y the percentage of that depart
hts sales.
Aen the buyer, an assistant buyer,
q person at the head of the stock
Ter with the advertising manager
decide on the best way of putting
ale to the public. The advertis-
manager has the responsibility Of
g mat proper provision is made
ne display of the goods, the ar.
cement Of the display tables, etc.
= ne writes his advertisement.
oayer meantime, has jotted down
aln the interesting points in con-
'00 with the goods, and from
@e advertisement is worked
Much Thought Required.
'ea II ~ remembered that a big
nay we'll have special sales in a
auerent departments at one
1ac mat each one is conducted
.1e'auy as this, the amount of
una thought required may be
aasertising manager is always
: 0ree days ahead in his work.
~ must be sent to the news.
: "a one day, ia set up, a proof
~ tae next day, the proof is
eea and returned to the paner
!. !. .of publication that night.
,. me advertisement appears in
80 !. copies are sent to the
= !, men In the store who are in.
' ss. II IS cut into sections and
u.pal.ment manager receives his
o.;s One store makes
.ss OF requiring each manager
4 = aa'es person in a department
s,s we 80 advertisement and sign it.
s'.r Inc method, each salesper.
d, ,eaulred to be familiar with
ss,s.usement, that they NAV
!, s. .a, what is on sale. In case
!. 'a'es, a conference Of manae.
~ '.espeople is held, and a talk
W tne goods in ordor ~ -