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Show rreimrlntr AitvrrlMnjj Cnjir. A great many otherwise shrewd business bus-iness men, says an exchange, buy expensive ex-pensive nnd valuable space and til! It with the most absurd rot Imaginable, misnaming It advertising. The preparation of copy requires Individual In-dividual thought and research In each particular case. Common sense Is the llrst essential, nnd this Is exercised by employing plain, straightforward statements. state-ments. An advertisement that will sell n patent medlcene will not sell n tllk dress; nn ndverllement thnt will sell goods In Washington will not nlwnys sell the same goods In Chicago. It stands to reason that n medicine advertisement ad-vertisement Ik made more forcible nnd convincing by using n local testimonial testimon-ial thnn a foreign one. Tho ndvertlser should nlwnys figure on spending n considerable amount to have his Ideas worked out In nent, attractive at-tractive and forcible shape. It Is natural nat-ural to assume that the Judicious ndvertlser nd-vertlser purchases publicity for prollt, not for fame. Some advertisers llgure nn advertising ns an expense In their business. Instead of what It should be nnd can be a paying Investment. |