The evening times. [volume] (Grand Forks, N.D.) 1906-1914, 1913-06-21
in his clean, forceful, honest advertis-
ing Of fnday

in his clean, forceful, honest advertis-
ing Of today.
N the newspapers. Newspaper adj
Eertfsine is a hot off the griddle'
message 1t is quick. sure and accur.
ate. 1t teaches the advertiser to make
mis- appeal when he wants an appeal,
and there is no waiting. He forms
ar intimate, friendly relationship with
the people of his community if he
tells them the truth and gives them a
square deal on the right kind of mer-
chandise at the right price. And he
adds and adds and adds to his good
viii stock that makes his life easier
as times zoe along.
"Dail.y newspaper advertising makes
II possible to take advantage of trade
conditions the merchandiser can
adapt his copy to suit the occasion.
h Equitable building burns in New
York. Millions In securities may he
DESTROYED. Thousands Of p%olicy-hold-
ers are in suspense. The Equitable
company wires a ~forceful advertise
ment to the leading papers of the
country. II is printed the same day.
Fears are allayedN and the Equitable
Gets some profitable publicity and a
ness.
Quick Action.
Il talked recently with a New York
man Who is snecial representative for
a number of big newspapers. He was
formerly advertising for
bufler Brothers in New York-the
greatest grocers in the world, and
t:ielr stores ara everywhere in Create
New York. He told me it was no un-
usual thing to sell -four or five car.
loads of eggs on a single
lnent-or a trainload of hams. His
nersenaI contac, with this wonderful
selling power If newspa per space was
r~esponsihls for his getting into a big
ger newspaper field.
have several reasons for 'tellins
Won all this. U) Realize YOUR own
importance in the community-when
you do that. YOU won't have to sweat
MOOD eooUt your rates. Let the other
FELLOW do thar, Get what you've got
com'ns Make the people Of your
community realize your power. make
them respect you with a big r.
Ads Are Real News.
ITS a sorry paper these DAYS that
does MOI cary the Ids. For these ads
are real news TO thousands of people
vitality important, because they ar
rE messages of style-mesages of
WAT. when and where to buy-mess-
ages of what is of more importance
savings for the thrifty housekeeper.
the modern advertiser. The more
neWs-interest ne can create, the more
VIII his advertisement be read.
The advertiser wants to get into
competition with the managing edi-
tor-for he is the mar the advertise:
has got to keep ace with. Mr.. Man
aging Editor is securing the country
n ii IA SoN r-,
tor comics that will hold the interest
OF his great army of readers. The adj
v%ertiser really has the start, too. for
the stories of business. of bargains. of
style. of beauty hints. command the
Instant attention of the worlds great
est buyer-Mrs. Housewife.
What is this advertising? Well,
once upon a time a novice asked this
Of a wise man and the wise mar re-
Piled:
advertising. is to business what
Yeast is to bread" And this is a pre-
" good-handed definition. Take your
Tread in hand and think it over. Sup
pose You nave the best kind of a
stove with the best kind of an over
in it; Suppose YOU nave the best kind
Of flour and the best yeast. If the
fire is right. the bread will be right.
But If any Of the ingredients are lack
ing in quality-you r going to have
scme bread-hot like mother used to
make. That's the way it is with ad-
Nertisins. You may have the best
copy in the world. but if the mer-
chandise is not right, or if the me-
dlums are not right. or the man who
manages the business is not right, or
any element Of strength is lacking,
you can't get from advertising the
maximum Of efficiency. TO pull Out
Of advertising the best batch OF re-
Suits your o.ens.-tne nediumsAmust
be rtzht-plenty big enough and heat
holders equality cifculaticn) their fire
the circulations that give them en-
c-gy-must be at the correct tenn.
Terature. Then your flour-your mer.
chandise, II you please. must be Al.
You yeast-the advertising copy
must be effective. filled with the buy
ing bacteria. and finally your cook
the man who 'kneads the dough
must be skillful and honest.
IT was at lunch a day or two ago
with a representative Of one Of the
largest advertising agencies in the
world. He told me Of his experience
with a biz st. Louis manufactures
whom he had many times tried to in
terest In an advertising campaign. II
was right at the time of the recent
Wilson upheaval and Mr.. Advertising
Nan had voted with n winners. Go
way back and forget IT. was the way
this manufacturer. accosted him.
Don't talk 10 me about advertising.
Look at h money the Taft men
spent. They were everywhere-Bnl-
boards, barn Doors magazines. street.