Show Ir 13 seldom nowadays that one hears of opposition to advertising intelligent business men admit that it is i as accessary to advertise as it is to hard a building in which to display their goods But there is ota ot-a question as to how advertising may best be done K a person will glance over the columns of his newspaper and also keep his eyes open as he passes along the streets he will discover dis-cover how mens opinions differ Most business men have their respective respect-ive ideas as to how they should advertise adver-tise but what proportion of them really understand the science for advertising ad-vertising has been reduced to a Ecience Fences and dead walls are frequently plastered over with business busi-ness large billboards tare covered with flaming placards painted signs are stuck up in the horsecars and even picturesque as peels of nature are defaced by blaring assertions of tradespeople Now most of these things attract attention t but at the same time they excite the disgust and resentment of the very people the adveituera desire to win It should be the aim of the advertiser to furnish the information that the public wants to place his business before that part of the public whose wants ho is prepared to satisfy and to mako tne information easy of acquisition ac-quisition without bei g intrusive or impudent Qiack < by means of loud and offensive advertising capture cap-ture the rabble Taey delude people i into an irresistible desire to be treated or to buy something which they do not need That kind of advertising returns large profits at tho time bat the Gild soon becomes barren It cannot ba worked twice by the same quack He has a run bat then ha mast starve or depend upon now victim vic-tim The kind of attention that he attracts is not tho kind that the merchant mer-chant or honest business man dt eire The rocks in Echo and Weber Canons are daubed over with loiters some of which are twelve feet in height but what lady or gentleman would think of going up either of those gorges to find out where any particular article that might bo needed could bo bought Who would get into a street car or an omnibus for a similar purpose Who would go about the city staring at billboards for information as to the market Peop e do not go about their shopping in this way A epeeiil object of the advertiser should be to avoid placing his advartiaamtaU where they will obtrude themselves or give o ° ense that is to avoid pi icing i-cing them where they are not wanted Even the illuminated placards and gorgeous billboards of the theyre are practically Useless Tney are good for the circa but people do not runabout run-about the streets to find out from the billboards what new attractions in the way of opera and drama are being presented for tho delectation of the town The wisest besincss man have come to the conclusion that the beat and about the only useful advertising ad-vertising medium 13 the newspaper It goes into pretty nearly every family and as about all the chopping chop-ping proceeds from the family the merchant grocer and others approach ap-proach their customers by this means A sportsman would not fire his gun random with thoexpcctttljn tint game may be straying in the way of his shot He discovers his game and taking deliberate aim fires with a reasonable chance of eacses Having Hav-ing arrived at the conclusion 8i till prosperous business men have done that a repatble newspaper is the best advertising medium thai can be found wisdom must t tH 1 lie exercised in choosing the newspaper otherwise the money paid for adverting wiil be thrown away Generaly speaking speak-ing the paper having the largest circulation cir-culation is the best one in which to advertise but tais cannot be acted upon na an infalhbe rule The family furnishing the havers the paper that reaahea the family naturally natur-ally furnishes too more profitable me dium for business announcements A good many newspapers with large circulation seldom find their way into the family circle Tasty are read in j i offices or on tho care and thrown aside They are not permitted to approach ap-proach the real source of shopping activities end if by chance they ebould do so their advertisements do not carry with them the weight and reliable character which a pure and wholesome tone t always gives to even the business columns of a paper that circulates in homes and among the intelligent and refined classes Another An-other imporlpnWjential to profitable profita-ble advert sing IB ptrsitence The I expert advertiser will keep his name r lit t business end establishment constantly con-stantly before the public though not in the earns terms Diverse forms of statement are valuable but the chief object is to have the business at ell times in mind to that when one needs your kind of goods ho will intuitively uitively think of your establishment If tha advertising columns of tho reputable rep-utable newspaper are nsed in this aye ematio manner they will be found as neeful to the merchant as clerks are to eel godd tott c9 who have been attratcdto the itoro by the advertisement ad-vertisement The newspapers have become a sort ofdirectory for the shopping people of city and if a merchant keeps his name and business busi-ness out of this directory be may expect ex-pect his cusomera to be confined to personal acquaintances or at m at to that class who never read the newspapers papere Another thing that makes advertising in the newspapers necessary neces-sary lsnccesa in bn iness is the fact that the papers have educated the people to believe that a failure to advertise displays a lack of enterprise and the public unconsciously pass without seeing a shop or tore the proprietor of which manifests no enterprise His goods are considered inferior in quality the general opinion being that be has an old shelf worn or damaged stock which be is trying to palm off as good Tho public likes a house that keeps up with the times in the style and quality of its goods and in its methods of directing attention to them Everybody notices that the man who knows how to advertise imparts im-parts a lively businesslike air to his store People like to buy from him because they believe his enterprise leads him to keep the best goods and latest novelties On the other hand experience confirms that the man who advertises only now and then or in some of the many obscure ways is generally thought to have little to sell and that little of an antiquated style or somewhat damaged by ago It is a fact that among the potent causes of commercial success none ii more essential than a correct idea of how to advertise and the constant application appli-cation of that idea |