The Rock Island Argus and daily union. (Rock Island, Ill.) 1920-1923, 1920-07-01

New York. June 81 j. aAse
doubtless heard ! xrsa s.oous
the science Of adverttsi1 WI tne
u that really captivat zou-sne
one that sends yost dow W 70 q
store Or gets YOU to Do'lns
cheeks primarily . Z = a1'
manipulated by q Inaste Ia.ss's..
This reflection ID pl p.su os
an inspection Of Fhat eSss.sss
the finest achievement no vs.
paper advertising that ICE nas
yet produced. 1t is . % text
book on advertising By Is news
papers, for the newspaI snn 9l
the newspapers. Six d i Il - =.
try's leading dailies set Des.
advertising men To the !,
this book and these a III
q large part of thetf I. Ior
q year. The book pares.
One Of them sets I tratesy
OF advertising a -, no me
9TH, printed Cd Aewsl ana
in newspapse size, show4 eal aus
Of every kind 81 commo(
Tha1e enferprising n1&spapers
propose to place this be- 10 the
hands Of every one Of tn aver
Users, so that each OF tn snail
always have at hand an arktlc ana
effective model for any km OF all
he wants to publish. II ooJec1
is to get the advertiser tter re-
suits for the space rsed,p show
the public more attractiveand IN
teresting advertising pagekand 70
establish the newspaper efan ad-
vertising medium of the nighest
quality.
This book. of course, isnot in
tended for the general pueic. II
is a book for circulation nrictiy
within the trade. But there none.
the-less a great deal in it ut Will
interest the general public
Nearly Billion for 40.
| It will interest you, for ample
to know that in 1919 no les than
$500, 600, 900 was spent in Thu coun'
| try in advertising, and thAtnews'
papers got just about halff it
that is, about as much as Mother
mediums put together. 1t vi also
Interest you to know that thte are
1,195,029 merchants in the United
States, which means that abat ore
in every hundred of US is tftng tt
sell something to the rest OF :, ant
usually through this powerfumed.
ium OF advertising.
Now this great machine { dis
tribution, which supplies earl!
all of your wants, is far fromFork
ing perfectly. A majority olfhess
: million merchants never makkood
! Watch any little corner stoM FOL
. will notice. that it cnangesfAnd!
again and again, One man ties {
grocery store, runs it until hhcap
: ital is exhausted, moves on AMI
| makes room for cigar store. That
: too, runs for q while and a daica
: lessen steps in. Most of thestmel
3 do not go bankrupt; they snpl,
: fail to get a large enough sh1e O
the trade to keep them goinf ian,
have to sell out.
All Of these failures and 4esi
failures represent waste. An IL
the opinion of the experts, theyep
resent avoidable waste. Thesenel
fail because they do not uner
stand their business. And ontex
cellent proof that they do notsn
derstand is found in the ads Wfcl
v they send to the newspapers. It's
ads are often i'll timed and lille
signed; they neglect every Hn
ciple Of the art and strategy ofl
vertising. 1t is primarily to Ri
, these little fellows that this aSltf
:. Using book has been gotten u
;. The secret of success for them ii
= quick turnover of goods, and
quick turnover can undoubtedly
achieved by effective newspaper /
: vertising.
II Ads Must Be Smaller.
. Nearly all newspapers ncwadl
are forced to give each of thi
customers less space than formed
because Of the shortage of pap
and that makes the effective use
: space more important than evet
!, fore. Isl
. There is no room here to discr
all the problems of art in adv,
Using that are discussed in u
: book-the use OF white space a
of borders, the question of atm,
/ phere, the uses Of humor ard
\ suspense, the value Of continu
| All of these are considered. and
/ of them are illustrated by SAM