Palisadian., 1925-01-30
BY GIBSON NORTH

Advertising! To advertise effectively
is difficult because so simple. Men who
are otherwise intelligent when given
the advertising to do appear at sea;
and yet what is more simple than to
say-Mr. Brown, l have just received
an especially fine lot of shirts of the
John Honor" brand, the kind on
which the buttons are sewed on
to stay. The price is now $3.50 in
stead of $3.75. If you are in need
today has an advantage over to-
morrow.
Three inches double column will
do as to space. Do not expect the
Mr.. Browns to rush in and clean out
the shirts Oh, no! Not so easy; it
takes time to build business. But
if you change your "ad' each week
you will find that they will come not
only for shirts but the other fixings
People are creatures of habit and
your advantage will be in creating the
habit to buy furnishings of all sorts
in your shop. Advertising must be
interesting to secure full value of
space-just your name and address
and business are valuable providing
you keep the "ad' in every issue. 1t
acts as a directory and gives advan
tage over competitors who do not
advertise. However, if you desire in
tense interest your lads" should tell
a story about your merchandise. Do
not use 'gim cracks in the shape Of
pencils, blank books, almanacs,
match boxes and other expensive
trinkets, for they are very expensive
when you consider the limited circu-
lation they give. Newspapers are so
far ahead of any other medium that
others should not be considered eX-
cept by those appealing to limited
public By that 1 mean that maker
of surgical instruments would waste
his money advertising in a weekly
paper because his customers are linn
tied to surgeons. His medium should
be circulars through the mail or an
"ad'' in medical journal. Take
bank appealing to both sides from the
cradle to old age. There is only one
medium for bank to use, the news
paper. The criticism | make of bank
advertising is that it is usually unin-
teresting. There is SO much that is
interesting that can be told about a
bank that it is quite remarkable that
the banks have not discovered the
way to greatly increased business
through interesting advertising. The
Importance of change of copy every
week applies to bank as it does to
a haberdasher Here is bank ad:
Due de SuIIy!
"The Due de Sully observes very
Justly in his memoirs that nothing
contributed more to his rise than
that prudent economy which he had
observed from his youth and by which
he had always a sum of money be-
forehand in case of emergencies. =
Chesterfield.
In our Savings Department we pay
4 per cent.
Eh -. s;ss> ~ ,XyZ...-sU National Rank.
HENRY M. LONGFELLOW,
President.
1t is always best in bank "ad' to
have the name of the man behind the
gun signed to it. The public likes to
know who holds the lanyard. Names
mean much to many people. A good
name is better than great riches.
Ex-Attorney General McGraw and
Senator Arthur Whitney, of Morris
County, Republicans, and j. Harry
Moore, of Hudson County, are men
toned as candidates for Governor.
e Senator Whitney's record as an AS
semblyman and Senator will be
found as clean as hounds tooth.
While New Jersey drips and drips,
she is not unlawful. When the time
comes to chose which she will be
when episodes similar to that at Wee
hawken succeed each other, New Jer-
sey must and will stand for law OBJ
servance and enforcement. What we
are having now is the grand debate
with the people looking on preparing
to take position. 1t may take years or
months for this to occur depending
how grossly bold the bootleggers be-
come They are sure to "bust" their
own business and the reputation of
officials who accept their support.