Five Mile Beach weekly journal., 1915-11-26
WOMEN IN
ADVERTISING
One of the Few Fields Not Over
crowded, This New Profession
Offers Attractive Rewards For
Women of Brains.

the 303 fields Of labor open 10
mankind there are only five In
which women are not partict-
pating. Within the past quarter OF q
century they have successfully taken
up dentistry, law, medicine, theology,
teaching in it's higher forms and q
score or more of other professions.
Almost the last citadel to fall was
that which guarded the sacred pre-
cincts of the business world-that do
main into which man was wont to re-
treat whenever domestic storms threat
ened to disturb the even tenor of his
way and which constituted his shield
and buckler amid social stress or when
too many demands were made on his
freedom or leisure.
It is only within comparatively re-
cent years, however, that women have
entered the arduous and lucrative field
of advertising. Indeed, the past fifteen
years have seen such a development
along this line that the profession of
advertising now ranks high in the
minds of business men and women.
And a profession 1t Is, involving as
close and intelligent study and as sci
entific an application of principles as
law, medicine or theology. New ideas
are constantly advanced, and a library
could be filed with the books written
on the subject Like other professions,
too, success depends on a certain ma
turity of thought On the part of the one
following it and is In direct proportion
to the efforts expended in winning it.
Unlike other professions, it is not over
crowded. Indeed, while many are
called few are chosen, and, immense
though the sums are which are yearly
expended in securing publicity, adver-
Using may be said to be still in its in
fancy.
Roughly estimated, advertising may
be divided into national and local pub
licity. National advertising is the ma
ton wide exploiting of products for the
home and the person and is either done
through an advertising agency, which
selects the mediums the advertise
ments are to appear in and conducts
a complete publicity campaign, or Is
done by the manufacturers themselves
through publicity managers in their di-
rect employ. Local advertising appeals
to a restricted area, though in the case
of mail order houses the selling is
sometimes even international In its
scope.
Advertising agencies also handle To-
cal accounts, advertising for business
houses that have no publicity mana
gers. The agencies send their repre-
sentatiyes, who secure information
about the products or merchandise to
h. odr1r4s,o1 rono A. oonuv xInon
1t in the newspapers or magazines best
adapted to their patrons clientele, read
proof, prepare sketches and are gener-
ally responsible for correctness.
Women are now employed in nearly
all advertising agencies and are inval-
liable in writing advertisements which
are wholly or partly intended to reach
feminine buyers. But it is in depart
ment stores that they are most valu-
able and in which they are rapidly dis
placing men as copy writers. The old,
stereotyped cry that women in leaving
their proper sphere are crowding men
out of theirs is in this instance not only
demonstrated-it is fully justified.
Only two types of men can successfully
compete with women in the writing of
advertising copy on their own or their
children's wearables feminine men,
who seldom have the force of character
sufficient to be successful in advertis-
ing, or that rare class of men that
combine good taste In woman's APP
parel with a literary tendency and ex-
ecutive ability.
Women nave an instructive love of
pretty things, whether in personal
adornment or for the home, which they
turn to good account when writing for
feminine readers. The interest they in
variably show in each seasons new
styles is unconsciously reflected in their
advertising copy. They know just what
to say to make other women want the
new and pretty things. and their adyer-
Using is usually resultful. MERCHANTS
have been quick to recognize the
psychology of this, and it is safe to say
that there is no department store of
note in the country that hasn't at least
one woman advertiser in its employ.
There must first and foremost be
what, for want of a better word, is
termed merchandise sense"-that In
stinct which enables the writer to de-
termine at once upon the selling points
in merchandise. No man or woman can
ever hope to become even a mediocre
advertiser who is lacking in merchan-
disc sense.
There must, too, be the ability to
write clearly, dramatically and con-
eisely, for newspaper space is valuable.
and redundancy in expression Is apt to
cause h prospective customer to lose
interest or make the advertising too
expensive for the merchant.
Are the returns commensurate with
the efforts put forth? Does advertising
pay the advertisement writer as it does
the advertiser? The answers are 'Yesv