Greene County herald., 1913-04-18
| ADVERTISING |
~ TALKS |
LEARN ADVERTISING
FROM NEWSPAPERS
Make Gist of Announcements in
Big Type-lmportant Ele-
ments to Observe.

Sig Hirsh of the Henry Siegel com
pany's Boston store, spoke on What
Is Advertising? in Springfield, Mass,
few nights ago. The address was
delivered before a large gathering
comprising the class of the Spring
field Y. M. G. A. which is studying
Modern Methods in Merchandising.
Among the many strong points
brought out by Mr.. Hirsh in his talk
the following received particular at
tention from his interested audience:
Hold a series OF real special sales
and attract big business; people see
your store crowded-that's advertis-
ing. Make the customers who visit
your store feel at home; give them
better service; they viii notice it.
that's advertising. Your sales force
and general help are strong adver-
tising force controlled entirely by
you, just as the leader controls the
orchestra. Your personal conduct and
that of your associates and managers
is continually under observation OF
your employees, and, good or bad, is
commented on during business hours
with the other employees and after
business hours in their homes and
among friends and neighbors.
Fundamental Part Of Advertising.
What is >the best method of ad-
vertising?' This question was asked
some years ago by an English mer-
chant of an American whose store he
was visiting. The American, being a
most extensive advertiser, answered
thus: We have to take up almost
everything in the way Of publicity for
fear that we might lose some excep-
tionally good point; but the funda-
mental part OF our advertising is the
newspaper This without doubt holds
good today, because your message
goes to more people and reaches them
quicker than any other method.
"The retail merchant does not de
vote the time and thought to adver-
tising that he should. The majority
Judge that an announcement with
prices and illustrations once a week
or twice month covers everything.
Newspapers Teach Merchants.
This is not sufficient. Your news.
paper advertising. particularly. should
be carefully studied. should be plan
ned ahead and after discussion or
thought, decided upon, and then car.
ried out, rain or shine. Learn from
the newspapers.
Look at the front page of your
paper and you'll see the headlines
over the news items. They will tell
you at glance the gist OF the story
If you are interested you will read
the full details. II not, you will pass
on to the next. Construct your ads
in the same manner. Your headline
must tell the reader what you have
to offer for sale. Try to maintain
some distinct style after you get
started so that the reader will recog
nize your announcement by it's ap-
pearance. Create trademark.
Don't crowd your ads. White
space is essential In everything, SO
surely in advertising. You must have
some background, home horizon to
Dr10R out the SuDJ0Ct.
important Elements.
"Style and quality should be the
keynote, whether it's furniture or mil
linery, home fitting or footwear, wear.
ing apparel or automobiles. Yes,
want to be emphatic on this point;
we should have style and quality first
and price last.
'T will cite case to show what can
be done with small ad. On Thurs
day morning, October "a, was read
ing the Boston Post, when the pecu
liar illustration on the bottom of a
page attracted my attention. I look
ed closer and, yes, it was rough IL.
lustration Of an onion.
"This advertisement appeared In
the Post and Globe only; space SO
lines deep and two columns wide
The total cost, sixty odd dollars. Re
suit Next morning the elevators oi
the department store that advertised
the onions brought crowd after
crowd to the fifth floor, and the fruit
and vegetable section OF the grocery
department was busy all day. On
that Friday, October rs, there were
sold more than carload of onions
The exact quantity was 800 bushels
and In the four days following. max
| ing total Of five selling days with
no other advertising) there we're dis
posed of more than three carloads ol
onions. or, to be exact, 2.15O bushels
The usual sales amount to about ter
bushels per day.