Evening times-Republican. [volume] (Marshalltown, Iowa) 1890-1923, 1913-04-08
DEPARTMENT STORE ApvERTls.
ING EXPERT DISCUSSES SCIENCE
OF SELLING GOODS.
STORE ADVERTISING
& SHOULD BE STORE NEWS
Mr.. NswbsIl, Of Aarris-Emery Com
pany, Tells MarshaIItown Merchants
How He Writes an Ad-Hs Empha-
sizes the Things That Arc kewsy and
Concentrates on a Few Things.

The advertising manager or the DIG
Harris Emery Company department
store in Des Moines told the merchants
of Marshalltown Monday evening that
the only method of advertising which
the big stores considered at all was
newspaper advertising. Newspapers
are read by the people for the news
that Is in them. The big things Of
the day are there and store news can
get to the people cheaper and quicker
in the newspapers than in any other
way.
Because of this established fact in
advertising Mr.. A G. Newbell discussed
the science OF advertising in the news
papers at his meeting with the Mar
shalltown Ad Club. Il dor't know the
names of your newspapers nor the men
who publish them he said. but in Des
Moines, and other large cities. we do
not consider any other advertising than
newspaper advertising. And at the
mention of newspapers in the plural
as applied to Marshalltown a percept-
ible litter vibrated thru the room.
Nj. Newbel constructed his lecture
upon the commercial principle that
every merchants business is founded
upon two distinct processes, the buy
ing and the selling, and he considered
that advertising was the greatest sales
man.
How to Write Ads.
Mr. Newbell emphasized particularly
the fact that the ad writer must be
thoroughly conversant with every
article which he describes on paper. He
said that news writer's hunted out news,
even to the minutest detail, that read
ers might have a full knowledge of the
story. He advocated the same plan in
writing. Merchants should not attempt
to put the whole store in one ad. but
should take one line of goods and tell in
an interesting way why people should
buy the particular article that is Of
fered for sale. Merchants should not
take for granted that the customer is
familiar with the goods. no more than
the newspaper man takes for granted
that every one knows the news of the
day. He said that merchants, TO obtain
the best results. should plan their ad
vertising; that they should be careful
to see that the goods were seasonable.
and that the values offered We're real
values: that advertising should be
spaced properly; that one sale should
not follow too closely upon another, and
that the quality of the merchandise
should be largely emphasized.
Mr.. NewbelI recited many instances
of advertising showing tha effect Of adj
vertising campaigns and their results
He cited many reasons why certain ad-
vertisements did not produce results.
Presidency Wins.
To obtain the best results the mer-
chant in a city the size of MARSHALL
town, should advertise at least twice
a week, and not spasmodically. as
many merchants do. and then hope to
get results from their advertising.
For instance man may advertise
twice a week for say six months then
drop out Of the paper for one month,
and in that one month his advertising
would be depricate just SIS per cent
Mr. Newbell cited as an example
that only a few years ago every one
who wanted talcum powder would ask
for Mennens: now every one asks for
Colgate's. Why is It? he asked. Be
cause one dropped out and the other
dropped into his golden opportunity"
One fault with many merchants in
their advertising, according TO this ex-
pert, is they advertise TOO much in
generalities: they speak of the store
as whole, taking in every article in
their ad, instead of concentrating upon
one article at a time and mentioning
few real merits of that article so as
to make 1t long felt want
Don't Overload Space.
The trouble with many mercha nts
is they overload their space" asserted
Mr.. Newbeil. which kills their ad. An
ad. to be read, must be inviting; that
is it must stand out clear, and carry
it's news to you. Every good ad is
news of certain kind" He believes
that the public always seeks knowl-
edge and by giving few real merits of
an article interest can be attracted to
it.
Mr.. Newbell took advertising con-
etruction as his closing subject and
emphasized the use of white space, de-
cIaring that advertising must be plain
and easy to read. Following Mr.. New
BELLS lecture an opportunity to ask
questions was presented. and many
awaited themselves of this opportunity
to solve some problems with which
they had been confronted. Mr.. New
bell is a very interesting speaker and
the general opinion was that he had
been of much benefit to those who at
tended.