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Show AD WRITER MUST HAVE NOSE FOR NEWS Who would write advertising ought to have as good a "nose "or news" as the newspaper reporters themselves, according to me advertising manager of a large Columbus, Ohio, department tore in a recent address to an advertising club. . Mr. Twentyman declared that the good advertising writer, the Me who brings results for his store or business, prepares his copy from the viewpoint of the customer. To do this the ad writer must have imagination and must visualize a prospective customer coming Into the store, and try to write the advertisement with a view to Interesting this prospective customer, and creating in him or her i desire to buy. Because , the news stories are written in "snappy" fashion, it s necessary for the advertising man to produce just as clever "stuff," the speaker declared. "The reading public is used to it and will AOt read advertisements unless they are alive," he added. "Putting the Punch in Layouts" was the' subject of the talk. Mr. Twentyman is considered an expert at "laying out" full page advertisements. "If I had my way, the advertising writer would not be called in advertising manager. He would be called a 'public representative.' representa-tive.' And he would devote half of his time to the interests of his employer and the remainder to the public." , |