The Birmingham age-herald., 1915-11-30
PREPARATION OF MATERIAL

fREf AhAl1ON UF MATERIAL
 Usually when a man prepares a speech to be delivered before some as- semblage, other than a political one, he has the advantage of knowing pretty we'll in advance the general character and tendencies of the people he is to address. But when an adver- tisement is written it goes to the most varied classes of people. including in- telligent and unintelligent persons. rich people and poor people, and others of every shade of thought and opinion. What may be clear to one reader may not be so to another, and what will impress one favorably may not so i'm press another.
 An advertisement, therefore, should be written in such way as to impress the majority, at least, of those who read it. Certainly, it is fundamental that it possess the qualities of clear ness and brevity. It is said that some Of the most popular productions in both prose and poetry were written and rewritten many times, and to this process their clearneSS of statement, and their hold upon the public mind, is due. Those who write advertise ments cannot follow this method too closely, if they would make their point of view plain to the public and inn press it favorably.
 The number of original ideas on ad- vertising is comparatively limited, and success depends, in a large measure, upon clothing old ideas in new words. After sufficient interval of time, ad- vertisements can be worked over quite advantageously, if the original idea was a good one. To this end, it is desirable to keep copies of all ma- terial, with the dates on which 1t was published. It is not always pos sible at the first or second attempt, into writing. As in everything else, it will not do to give up. because of a lack of success in the beginning, and the last draft of the advertisem ent should be kept each time, with view to making another attempt later.
 We know of one man who endeav- cred to prepare an advertisement set ting forth the advantage of his cor poration, as compared with those of fered by others in the same line. This was particularly difficult, because it involved what might be regarded an invidious comparison. However, he wrote and rewrote the copy number of times during a period of two years, before it was finally completed. It
  carded the last copy each time, the value of a good deal of hard work would have been lost and the effort would ultimately have failed
 ADVERTISING MEDIA
 It is generally conceded that news papers are the best channels for pub Hcity. They are read by large num- Der of people, and are, all things con sidered, an economical means of reach ing the public. There is, however, no single method, probably, that will all ways accomplish the desired results, and in different lines different media are required.
 There are so many channels for pub licity that it is never difficult to de- eide how money can be spent for good advertising, but how it shall be ex- pended Having determined by expe- rience what the appropriation shall be. the question to be decided is how the amount can best be applied, and how each expenditure can be made to yield the largest return. To this end, an ef- ficient programme is most important, and when prepared, it should be ad- hered to, unless there are good req sens to the contrary.
 MAILING LISTS
 For business the patronage of which is of a local nature, advertising lists can be made up, in the main, by the use of city, directory. However, the work must be done with great deal of care. Some names will, Of course, be carried from year to year, but new ones must be secured an nually The lists should include the names of substantial people, who are in business on their own account. or whose patronage is likely to be of value, and who are able to influence the trade of others. While it is es- sential to keep in touch with the more