Tensas gazette. [volume] (St. Joseph, La.) 1886-current, 1913-01-24
Use" MAN SAYS
ADVERTISING PAYS
law an Old Negro Suggested an
Idea That Developed the
Business.

=, tbe annual convention of the
e.,,beru Ice Exchange held in Bir-
..,reham recently J. P. Weinacker of
wobfe was on the program for an ad-
80 on Does 1t Pay to Advertise"
W. Weinacker is member of the
49, If Weinacker Bros. and an ex-
,..siye user Of printers ink. His ad-
s,s.s before the organization was in
mart as follows:
Advertising today is the mightiest
,..,or IN the business world, an evo-
,utiou of modern industrial competi-
~ a business builder with a po-
.,ncv that goes beyond human desire.
builds factories, skyscrapers and
,,uroads. It furnishes excuse to
amid and hesitating ones for possess
a. the things which under former
,opdItions they could easily get along
rithOut
on course the soul of our advertis-
M Is our copy. Advertising space
,sthout copy is like a wooden Indian
n mont OF a cigar store; 1t locates
ne store but does not say anything.
70 make your space yield profitable
rsturns can only be done through copy
ia, Is honest, sincere and convinc-
M and which actually tells the reader
some facts about the goods you have
b ssIl and their prices.
How shall we know good advertis-
hr copy when we see it? By its
poVef to attract attention, to inter
at and to convince.
Il Is one thing to attract attention,
% amuse, to entertain, to satisfy the
artistic taste, and quite another thing
% convince the reader and to capture
lin. II is easy for the artist and the
writer to interest the reader, but un-
las the copy carries conviction the
space occupied and the money ex-
pended by the advertiser are largely
wasted.
Having satisfied ourselves as to
shat Is good copy we come to the
consideration Of the other part of the
1uestion-how is it produced? Il de-
Ponds largely upon the product to be
sivertised as TO what device we should
employ to attract attention to it.
n For the ice manufacturer. the prob
I'm Of advertising is local one. Lo-
nl competition forces him into a lib
sai use Of space. II he desires to
nalntain his position he must ad-
1sftise Without publicity he would
BOP Into the ranks of second or third
nien-for persistent, direct public
& n Is necessary nowadays to keep the
p moving from the store room, to
''l all your factory can turn out. OF
purse this does not apply to the lucky
y man who Is the only manufacturer
f''hin radius of several miles, but
the ones In competitive locality.
All Ice sounds alike to the consum-
z. and as prices are, as a rule. uni
'brm IN each locality, the question of
reatest Importance is to divert the
<orsumer's mind and make him think
-FOUR Ice to the exclusion of all
chef ice. That was the vexed prob
kn confronting the Weinacker Ice
1no FUEL company. and one which we
Nailied would be a very hard one to
HNe OF course we advertised that
Y we're selling pure ice, ice that melt
e slowly and all that sort of thing.
ns also did considerable amount
Su personal solicitation. But we
slnted our Ice to be an indelible
eHz Oh the map of Mobile, and we
n'usht. and thought and thought
men 10, and behold, came a sudden
aspiration.
vne Of our Ice customers was an
" negro peddler who every day |
e.sn' bis three or four blocks of ice |
- retailed them to his handful OF
a',oners. One hot morning the old |
s,Ay aroVe up to our platform in his
y wagon and as it was uncovered | |