El Paso herald. (El Paso, Tex.) 1901-1931, 1917-04-25
TELLS WHY ADS
IN PAPERS BEST.
Bob Page, Herald Adman,
Adds Faith and Knowlege
to Adclub'S Truth.

Speaking TO the FL Paso Adclub at
its Wednesday luncheon on the funda-
mental principle OF the club. truth. as
applied TO advertising, Bob Page. OF
The Herald advertising department,
said that faith and knowledge should
be coupled with truth. Mr.. Page said,
in part:
The FL Paso merchant knows that
he has the merchandise and can give
I the service. He also knows that in his
/ immediate vicinity there Is not suffi-
cient trade 10 maintain his store
I that he must reach out for trade-he
must advertise. 1t takes faith to do
I this. Not so much faith, either, for in
: every business block in FL Paso you
! have evidence Of the merchants VINO
I have the faith. Knowledge ana faith.
1 backed I'D by truth, are a winning
combination. if directed rigaL
Speaking Of truth. did you ever
consider that one person alone could
not tell the truth It takes two to tell
! the truth. The one telling and the
! one to whom it is told. If I tell you
a lie today I could not al any future
! time tell you the truth, no matter how
honest my future statements might oe.
That is the reason that if in your ad-
vertising you make an untFuthful
statement il is multiplied thousands
of times by the people who read 1t.
and once a liar always a lar is about
what IL amounts to in the public mind
Newspaper Ads. Best.
The ad- must be seen The best
way 20 have II seen is place it in the
newspapers. 1t must be read. The
newspaper goes every dav to all per-
sons within your trade territory Not
only that, they are waiting for it; they
are paying for it Your ad. is in good
company 1t reaches the possible Gus
toner when his mind is receptive.
Mu1 % s,fFE IN
tractive and IL is a -cinch' they wiz he I
read II must be understood. An ad. IS
a message. 1t is the news OF the day |
from your store. Make il say some
thing II must be believed Your adj /
vertisement viii be believed Z Printed
in a reputable medium If printed IN Z
newspaper whose readers look TO its /
editorial policy for unbiased opinions. /
its news columns for current events l
and even its society columns for cor /
rectly detailed social happenings. your i
I'd will be believed-Jhat is. l. it has /
no past advertising sins to live down. |
The Herald Fills Requisites
The FL Paso Herald fills the above !
requisites and has some TO spare. It 1
has been one of the biggest factors in i
building big business and a bigger FL \
PasO. This brings uD another point. /
The advertising merchant in FL Paso )
enables, IN way, to making a better
newspaper, which means a bigger city. !
Many FL Paso merchants that 1 call OF
lAlfE al 4lcd q E0NHLnluEllL mint Is not
in ii compared 10 the money a news
paper makes Evidence is a pretty good
standby ! think 1 am entirely safe
when I say there has been more money
lost in newspaper ventures in FL PasO
than has ever been made. 1 know 1
am absolutely safe when 1 say that o.
every dollars worth Of advertising I
sell, The Herald viii do well il il Pets
ten cents out of the dollar. Ten per
cent on invested capital is the maxi
mum expectations of newspapers
throughout the country This may be
hard for merchants to understand The
average merchant figures three. four
and even five turnOvers in a year
One of City's Big InduStries.
The Herald IS a manufsc Curiu- plant.
pure and simple 1t sells the Inanufac-
tured product the value OF which de-
ponds on the efficiency in eight sep
arate departments II is in the same
class with the Globe Mills, IL Paso
foundry, the cement plant and other
FL Paso manufacturing industries 1t
has permanent investment in build
ings and equipment a variable invest
ment IN ray product and a payroll
that helps the community wonderfully.
Like ether local industries it is help
ing the southwest grow
What an advertiser buys is 4 man.
ufactured product we Will call service.
Like electricity, you can't see il, but
you know what II viii do II costs
more and sells for less than any known
product in the world. What it pays
depends on the advertiser
Sells Known Quantity and Quality.
AS an advertising representa- I'VE of
the Ii PaSo Herald ! am much a !
salesman as salesman OF any Il
PasO manufacturer. But there are Z
many business men L call on who seem !
to think I should write their ads. ana B
assist in running their businesses. ] sell
the advertiser a known quantity. also a
known quality What he does with il
should be his business. There are no
longer accidents in advertising.
Should Employ Adwriters.
''The larger stores in FL Paso have
men who by experience are capable Of I
getting the maximum value out of The :
Herald product. The smaller advertiser
can DO the same. The head of any
vertising, for the simple reason he will
not be constant When business is
good, he does not have time to write
his ads. When business is bad he is
worried possibly by notes coming due
and impending overdrafts at the bank.
Then, too, 90 men out Of 100 want to
10 things that can't be done. I have
seen hundreds of men try the adver-
Hes They must do something orig
nal Inspiration in advertising gen
orally means expiration
Novice Freak AdEriters.
"A novice always runs his ads up
Iide down or perpendicular. He Will !
axe narrow strips across several pages
lie VIII take numerous small ads. and
'catter them through the paper. He
mould apply Common sense If these
hlngs were good you would see good
advertisers doing them You don't
dy advice is. If you have any one in
our establishment that has any apti-
ude for advertising, turn II over to
lin Make a fixed appropriation, Sc
ect regular days and by all means pay
he man who writes your ads some
hing extra and so get your advertis-
ng on an every day common sense ba-
IS. As q Herald representative 1
viii assist you in every way possible !
wen If you derive only the minimum
alue OF your newspaper advertising
gu proclaim to the world that YOU
re not parasite. A big part of every
ollar Won spend In vour neWsnarer