The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1913-07-10

nothing to say. lie attempts to cover
too much territory.
it, pretty hard to spread mound
Of butter over AN acre of bread. Don't
use a lot of. black :,ll, and good white
paper OIL an ad e,tisement that be-
gins nowhere, reaches nowhere am
ends in fizzling finale of obvious
ness.
"Gilded, glit1cring general.tie. in
advertising have Ito place in these
days Of 'show-me' publicity. they
don't deliver the goods. A lot Of va
cant thought in lage advertisement
may help some by the very size OF the
space, but you won't have to hire any
extra help to take care of the busi
ness.
Beatrice Fairfax may write good
stuff for lovesick SWANS, but her kind
of copy won't sell suspenders. Even
if the language wouldn't get excel
lent from the superintendent of
schools and the grammar is slightly
spavined-if the meaning is clear and
it has some brass-tack information
about something you've got to sell at
a price that will make mother sit up
and see If it's raining, you have got
lot Of 'buyin' bugs working for YOU.
I
There's too much perfumed lin
gerie verbiage handed out to a crowd
looking for real, red wooden under
wear facts. Get down to facts and
descriptions that fit the merchandise.
Be specific. Read your advertise
ment over, and then again. Cut out
the superf1ous and stick to the specific
Some of the best ads are written with
the rubber end of a pencil.
"The time is here when, if man
is anything but honest in his methods
he's chump. You can't build bust
ness out of blocks of concrete lies.
You've got to give the public what
you say you will. There are too many
honest sellers in the world. Public
sentiment won't stand for anything
else. The old caveat emptor theory
let the purchaser beware, is no longer
in vogue. Now it's let the seller be-
ware.
Fruitful, sincere publicity is the
only kind that's successful in the long
run. 1t is impossible for man to be
really cheated by anyone but himself
Fool US women buyers?' Not on
your life. Maybe once, but it's ten
to one shot that she'll bring it back
then and put the whole store-man-
ayers, clerks and cash girls-on the
ragged edge. It's money-losing
game, this trying to fool the women.
"There has been in the past and
there is today altogether too much
advertising of an exaggerated, mis-
leading nature-and it doesn't pay.
Too many merchants want Strong
stuff and they get it too strong from
the pencils of altruistic liars. Women
get to know the untruthful advertise
ments at glance, and they pass them
by just as they pass by the store
from which those advertisements ema-
nate. That Strong stuff merchant is
fooling himself more than he is any
: body else. The advertiser owes. a great
duty to the public and his message to
the people must ring with truth if it
is to be heard and needed day after
day.
Duty of Publishers.
"Let it be stated right here that it
is poor. rule that works only one
t way-the publisher owes great duties
e to the advertiser. These duties brief
: ly are truthful statements of circula-
$ ton, equality of rates, the proper
handling and placing of copy, and the
S acceptance of truthful, clean adver-
e Using. All of these classifcations
i open up wide avenues of discussion.
J. II propose just to touch, at this
!, time, circulation. 1t is an advertising
: axiom that mere numbers in circula-
t ton do not count-its the returns
always. You can't Judge a news
+ paper by the circulation that it claims
OR actually has. There are circula-
lions and circulations. It's quality.
/ EQUALITY in everything else that counts.
), Where, how, when is your newspaper
= circulated? One paper in the home
: is worth thousand on the highway
= Are you planning some advertising?
. Pick the paper that goes into the
i home and stays there. The paper
9 that is on an intimately friendly basis
y with the whole family is the one you
J. want-the paper that is on the square
THE paper that has character and
moral fibrethe paper that is not
!. afraid-the paper that is honest,
. clean. A paper with 5000 circulation
= may be worth many times one that
. has 10000 circulation. Go to the
paper that doesn't shy at the wei
come mat on the front porch-the
! paper that the people pin their faith
= to in the community and Mr.. Adver-
tiser has the right medium. Mere
! HuHlDclo, SOpACo plulLcu - WdOUly,
bloated, bought circulation is of little
q value. Find out if the subscriber is
! taking it because he really wants it or
y because he got lamp with fringe,
: or photograph with a wheeze,
|. thrown in. We all think more of that
n which we purchase from pure desire
! to have it, than of something which
!. we were pushed into acquiring. Old
e circulation is whole lot better than
{, the new-and always will be.
1 Clean Advertising.
"Now, l am going to talk to you
J, about clean advertising; am not go
y ing to preach or scold. just return
\ ed this week from Baltimore where
!. attended the annual convention of the
Z Associated Advertising clubs of Am
2 erica-the finest bunch of men ever
I saw under one roof. Truth is the
q slogan-the trademark, of the great
/ organization. 1t was emblazoned ev-
e or1,1ubaro in Ra1fimnro II woe ocfi.