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Show INDIVIDUALITY Iil . . I DISPLAY ADVERTISING Many merchants and advertisers who use advertising space - in newspapers place too little value on the manner in which their space is filled, and do not change their advertisements , with enough frequency. On the other hand, the successful advertiser looks after j this department ot his business with-care with-care and thought. He lays out a definite defi-nite plan of advertising with certain fixed rule to which be adheres year in and out until the distinctiveness of the advertisement becomes a marked feature and regular readers of the papers pa-pers learn to know such advertisements by merely a glance. A striking Instance of this very Important Im-portant point in advertising is shown In the Keith-O'Brien advertisement which appeared in "Wednesday's Issue of The Telegram. In this advertisement, setting set-ting forth big values in ladles' hosiery, the firm name was inadvertantly rolt- ted in The Telegram's composing-room, j yet the distinctive features of the style I of type used and the make-up of the advertisement nave Become so iammr to the public that every person knew at once where to go for the exceptional hosiery values. i |