Imperial Valley press., 1922-02-13
THE "KICK" in ADVERTISING
Being a Little Sermon
BY G.. w. BARTON

~
The kick" in advertising is in its suggestive quality.
The thing is mental Just there alcohol in
the owly is there reaction from all adver
tsng Advertising pays 1t may be much little; it may
have reverse English it but advertising pays.
beng nentai, advertising exists IN mental a.moS-
phere surrounded by other suggestions which touch
it directly indirectly and improve impair its quality
And you and cannot always select control our en-
vronmen advertising cannot be held accountable for the
situation in which finds itself perfectly good adver-
may be without influence because of the company
it keepseven you and l. The harvest you reap from
your advertising may get right back to reputa
on for telling the ruhn which event if be little or
negative don't out the walls OF resentment upon
the piece of white paper which is
printed 1t is of little for to advertise who does
intend tell the truth and the prosperity of pub
caon depends upon the results which brings to its adj
vertises paper should wish for the advertising of
any patron who does not tell the truth in his
ments The decever gets where he can't The
force of advertising suchhe advertising which he has
given himself while announcing his wares-that people
refuse believe him when he tells the truth And
he has to seeking groups to deceive and per-
haps vowing that advertising doesn't pay
But after all the chief contributor to the atmosphere
of advertising is the publication ITSELF and that
be honest too Theoretically signed announcement
should stand its merits but practically uncon
scous element enters and the reader influenced by the
reputation of the publication for being on the square,
friendly attitude toward newspaper-faith In its sanity
and integrity and honesty of adds quality to ad
The worst buncoed individual of all is the person who
corrupts newspaper to support sinister selfish
project Money expended is net loss. The public
the deal ntuvey and Immediately This sort OF
advertising isn't worth cent The newspaper cannot
favorably influence single person. And for the
paper by the time that it has lent itself time two to
this sort of thing it is through" Many of may have
seen this happen in day. Scripture has it that
where there is vision the people perish. Where good
will is lacking newspaper pershes newspaper subsists
upon the favorable opinion of its patrons and it does
because that the thing which gives value to it's adver
tising space
Thus far nothing has been said about circulation This
little has been arranged by design The number
of people who read newspaper is important but not prl
mary The essential thing is the mental impress that it
leaves upon the people who do read it. We have it
demonstrated that may for office in city like
New York San Francisco and be eected with all Of the
newspapers opposing him. There is example where
advertising had all the circulation there and yet it did
weigh the people had confidence in the good
vertisng consists much in the territory covered
in the suggestions that stick.
The Press is entering upon its second month under
new management We endeavoring to build perna-
structure upon foundation. To do this, we
must give mponderabe quality to advertising and we
can't succeed fully in that without the cooperation Of the
advertiser When dollar article is advertised for sale at
ninety cents it should not be stated unless it is in fact
worth dollar normally and to be sold in good faith at
the reduction named If that not later you
will spoil your advertising and advertising won't Let
us keep mind ALL of the factors which enter into this
advertising business The Press admits frankly that it has
it's part to do but it can't do it ALL We turning
new leaf all try to be ION the eve with the pub
lie.