The Topeka state journal., 1922-10-02
TOPEKA STATE JOURNAL
Information Bureau
FREDERIC ,. HAsKN, Dire0eor.
washington. d. O.
ADyERTIs1NG METHODS.

7 CndHBIug
cred and introduced. Applied adver-
tising is the latest method to be
adopted by progressive business men:
After years of wasteful, mlsd1rected
| efforts, they have learned to apply
their advertising to selected markets
| instead, of scattering it extravagantly
broadcast.
| They are aware that the buying
habits of the people in various sec
tions of the country differ widely, be-
cause of we'll known differences in
| local conditions. They know that in
! many cases Climate has an important
Influence upon the sale of a product.
| So they study their markets first.
If a man is the maker of electrical
appliances, he must consider the fact
J that in one section of the country 7S
tDer cent of the population live in cleo
| trically wired homes, while in another
| only S.4 per cent enjoy this adFan-
| tage- He must also bear in mind that
many communities are supplied with
| electric current only during the night
time. If he is a manufacturer of auto
mobiles or automobile appliances he
must know the per capita d1str1bu-
tio of cars which is as hign as one for
every 12spersons in one section and as
| low-as one for every 81 persons in
another.
The manufacturer of luxury must
select hisrzharkets with the aid of fig
ures showing income tax returns,
bank clearings, wages, rents and other
statistics of earning and spending
power. On the other hand, the max
er of a laundry soap or appliance
will be chiefly interested in the char
acter of a community's water supply.
One such soap maker, for instance,
has popularized his product in Jack
sonville, Florida, where the water is
Extremely hard, by advertising The
Only Soap That Will -Lather in jack
IsonVille Water
10
will not consider placing an advertis-
ling contract until he has made a
preliminary investigation of market
| conditions showing him his oppor
people the kind of goods they want
and can use, and giving him an idea
of the amount of business he can ex-
lpect. Then when he has been able to
estimate his probable profit, he sets
aside a certain percentage for adver-
tising costs. In other words he dis
tributes his advertising according to a
budget plan.
Reduced to a Science
Contrast this method with all the
others that have gone before it, and
lyou perceive that advertising at last
appears to have been reduced to an
exact science. Originally, advertising
was defined as the art of making
known; later, it became the art of
making known to the largest number
of people, and today it has become
1.-THE combined art and science of max
ling known to the largest number of
selected people.
The first form of advertising de-
veloped by the race was probably
gossip. The early cave men doubt
less depended largely upon their
proWess and possessions. Women,
because of their natural loquacity,
Iinquisitiveness and practicality. it is
thought, did the advertising for their
tribes. The tribal artists were also
advertisers, as they made known in
picture form the customs, pursuits
and possessions of their clans.
/ Later on when the art of lettering
/ was developed, the poster advertise
ment was introduced. The Greeks and
Romans were especially fond of this
form of publicity, and the thorofares
| of some of their cities"notably Pom
pei and dHerculaneum-were lined with
picturesque hoardings announcing
| plays and gladitorial shows; describing
joys of the fresh and salt baths, and
informing the public of real estate
sales, of articles lost and found, OF
| the disappearance of runaway slaves
and of absconding debtors, and of
| the latest police regulations.
The public crier also held position
| of great importance and dignity in
ancient days. He was a parsonage
| who made his rounds in state accom-
| announcements with floWery elo-
quence. Thru the middle ages the
office of public crier was likewise held
in high esteem, but as commerce ex-
panded the position deteriorated until
eventually hawkers and employed ap-
prentices took over the greatest part
of his work, making their announce
ments directly to the public.
/ y Press Advertising Noiseless.
In this connection it is interesting
to note that the average city of
medieval times was not the quiet
haven romance has painted it. but was
! quite as noisy as any modern me-
| tropolis. Compared to the incessant
raucous clamor of the street hawkers
and apprentices of, those days, indeed,
the roar of our twentieth century
street traffic is probably mild Press
advertising has greatly mitigated the
noise of our modern cities. Back in
the eighteenth century people lived in
perpetual babel of advertising.
The birth of press advertising dates
from 1477, when William Caxton in
troduced his printing press into Eng
land. He started out by printing ad-
vertising posters and pasting them on
1.-THE walls of tavernS, town halls, and
churches, where they created a tre-
Imendous sensation. Printed PAM
lphlets- and sheets were the next step
until the civil war, between Charles L
and Cromwell, when the need for
news concerning the combatants of
both sides became so acute that week
lily journals came into existence as a
matter of course. 1t is recorded that
one Nathaniel Butter was the first
editor to accept a trade announce
ment, thereby inventing one of the
tgreatest sources of revenue ever
I known.
/ The Importance of Mr.. Buffers ex-
ample was not lost upon his colleagues,
ard the acceptance of trade announce
lments soon became a general prac-
tice. Even the early American jour
nails contained advertisements of mer-
chandise, such as tobacco, boots,
horses and slaves. All of these were
of extremely modest size, seldom oc-
cUpying more than four or five lines
of inconspicuous print. At that time,
no one dreamed of the possibility of a
full-page ad- Indeed, the develop
nent of advertising on a large scale
Sas due less 70 the ingenuity of men