Atlanta tri-weekly journal. [volume] (Atlanta, Ga.) 1920-19??, 1920-07-01

about the science of advertise
ing; but the ad that really
captivates you-the one that sends
you downtown to a store or sets you
to scribbling a check-is primarily a
work of art manipulated by master
strategist.
This reflection is prompted by an
inspection of what is doubtless the
finest achievement for newspaper adj
vertising that America has yet pro-
duced. 1t is a sort of textbook ON
advertising by the newspapers, for
the newspapers and of the newspa-
pers. Six of the country's leading
dailies set their best advertising men
to the making of this book and these
men devoted large part of their
time to it for year. The book is
in two parts. One of them sets forth
the strategy of advertising appeal,
and the other, printed on newspaper
and in newspaper size, shows ideal
ads of every kind of commodity.
These enterprising newspapers pro-
pose to place this book in the hands
of every one of their advertisers, so
that each of them shall always have
at hand an artistic and effective
| model for any kind of ad he wants
to, publish. The object is to get the
space used, to show the public more
attractive and interesting advert1s-
| ing pages, and to establish the news
| paper as an advertising medium of
the highest quality.
This book, of course, is not intend
ed for the general public. 1t is a
| book for circulation strictly within
the trade. But there is nonetheless
| great deal in it that will interest
the general public.
1t will interest you, for example,
to know that in 1919 no less than
| $500, 100000 was spent in this country
in advertising, and that newspapers
got just about half of it-that is,
put together. 1t will also interest,"
you to know that there are 1,195,029
merchants in the United States,
which means that about one in every
hundred of US is trying to sell some
thing to the rest of US, and usually
advertising.
Now this great machine Of distri-
button, which supplies nearly all of
your wants, is far from working per-
fectly. A majority of these million
merchants never make good. Watch
tice that it changes hands again and
again. One man tries grocery
store, runs it until his capital is eX-
hausted, moves out and makes room
for a cigar store. That, too, runs for
a while and a delicatessen steps in.
rupt; they simply fail to get large
enough share of the trade to keep
them going and have to sell out.
All of these failures and quasi
failures represent waste. And, in the
opinion of the experts, they repre-
sent avoidable waste. These men
fail because they do not understand
their business. And one excellent
proof that they do not understand 1t
is found in the ads which they send
to the newspapers. THESE aus are
often ill-timed and ill-designed; they
neglect every principle Of the art ana
marily> to help these little fellows
that this advertising book has been
gotten out The secret of success
for them is quick turnover OF
goods, and quick turnover can un-
doubtedly be achieved by enectl'e
newspaper advertising.
are forced to give each of their Gus
toners less space than formerly be,
cause of the shortage Of paper, ana
that makes the effective use OF space
more important than ever before.
There is, no room here TO a1 t;cin
that are discussed in this book--the
use of white space and of borders,
the question of atmosphere. the
Uses of humor and Of suspense, tne
value of continuity All OF these
illustrated by sample ads which
prove q newspaper ad can be thing
Of beauty.
More interesting to the average
reader is the strategy of ADVERTISING.
ostute advertiser watches events and
how quickly he seiZes upon any op-
nortunity which they offer. When the
BARRIERS struck in a certain city. a
safety razor manufacturer put full
page ads in the papers of that city
bv telegraph. Robberies, elections, |
fires. strikes, fads, storms, all create
similar opportunities which the ad- |
vertiser may seize to his profit If he
is wide-awake. Here, of course. the |
because an ad NAV be published the
same dav it is written.
The habits of the people-whst
they do oh each day of the weel-are
also the subject of close study by the
advertiser who knows his business.
where. and is therefore the day to
advertise washing machines soaps. |
soap powders. and all other things
that wash day brings into use. Thurs
all over the United States. 1t is.
therefore. the day of days to ad-
vertise ready-cooked and easily serv-
ed foods of all kinds. Friday is pav
day, which gives 1t value for all kinds
Of advertising More and sit more in
becoming a shopping dav The know
ing advertiser never fails to make
special bid for his share of your pat
ronage on this day. It is also. of
fish. fresh canned and dried
Wednesday is concert and matinee
day, which suggests many things.
Saturday. frowned uDon by advertis-
ers because 1t is followed by the
great Sunday Display ads. has been
Using day in manv cities because so
many people go shopping on Satur-
dav night.
Sunday is day Of the very first
family gets together. when there is
much leisure and much talk. It l.
therefore. the dav of days to adver-
tise whatever calls for a family con-
sn1tation before it can be bought On
this da" the make of the new car
wall paper In the sitting-room will
come in for discussion. it will be de-
cided whether to install hot water or
steam heat in the new house. and
furniture. Or this day the dauehte~
of the house will make her bid for
nhonoeraph. and the fmnending need
for baby carriage will be brought
to the attention of paterfami1ias The
advertiser who does not study the
his Advertising is behind the times.
In all Of this advertising which
appeals to special days, the news
paner is again obviously supreme. No
other medium can compete with it at
all. 1t is also supreme in it's appeal
to local conditions. For example
the truck manufa cturer who can sell
fve-ton vehicles in Chicago. which is
fat. will find the one-ton truck his
best bet IN. Denver. Bathing suits
are selling In Florida when furs are
the center Of feminine interest in
MASSACHUSETTS,. In a word. 1t is
pretty obvious that the highest ad-
vertising efficiency IS obtained by
careful study Of the time, the place
ard the people. IT is this which ex-
Mains the amid rise q tho ,,ar1r..r,n