Show I PRINTERS UK What It Will Do for Those Who Use It Freely The Union Journal of Walla Walls give its readers some points on advertising In the course of the article the following pa age occurs Where is the merchant that would consent con-sent to have his sign taken down though every child in Walla Walla knows where his store isi A standing advertisement of just a much importance to a businessman business-man It is moro I is the solicitation of the merchant for the trade of the people This is an idea that has not been suggested sugges-ted t the advertiser Put in a different form is simply this No businoss man can afford to be without a sign before the public eye in the newspaper There is no doubt advertising in the newspaper reaches more people in a single day than all other forms combined do in a month A lady may not i pass a store once a week but she sees and I reads the paper every day A businessman business-man may not pass by anothers sign once in four months but ho will see a newspaper news-paper card almost as often as it is published I is probable that ho may be in need of just such a suggestion a the sign would give him but it will never come to him in the form of an advertisement There are many forms of advertising but there are none equal to the newspaper The latter is the recognized channel of business announcements Men do not pickup pick-up a hand bill or wall around a blocn to look at a sign board i they want to gin some particular business information neither do ladies follow such a course if they wish to learn which arc the leading stores in a city in which they are strangers or which stores in their own city are offering offer-ing the greatest inducements The plain way is to turn to the newspaper and lookup look-up the subject in hand in its columns This feature of the subject of advertising advertis-ing is well covered by the following from Printers Ink The handbill littereth the vestibule but tho newspaper talketh with every member of the family The Circular i sealed deceiveth for a moment but the Newspaper is read and barkened unto The Wayside Signs tempteth tho small boy and tho robin hunter but the newspaper news-paper ridoth in the pocket of the passerby passer-by The Sandwich Signs man is some times in s ht he mingleth with the crowd at the windows of the Newspaper advertiser The Sign Fence stretcheth far across the medowy wastes but the railway traveler I trav-eler is engrossed in his Newspaper Wherefore the use of the Newspaper is the beginning of advertising wisdom |