| Show THIS EDITORIAL IS WRITTEN FOR advertisers this paper server two classes its subscribers and its advertisers to tho subscribers wo give a picture of all eliat goes to make the history of today in the world beyond and of the happenings of tho day in to the advertisers we present Uhe only method to be relied on to bring their news before the public i although advertisements are the main support of every paper tho subscribers bers are always given the 0 the editorial columns from the raw material of some of the ads that come into this office and from alie amount of good advertising material that might come in but never does and that go to other papers either we judge that a word or so addressed to advertisers would be in season the average merchant loes not take halt as serious an interest in advertising as he should Occasion aUy when ho has bad a particularly good cigar and the ad solicitor happens to come along he will splurge then when the interest of tho public Is barely touched the old oyster bauts up again and his name Is not seen in print for another six months then tharo is the man who is willing enough to buy space but lus no earthly idea of what to put in 11 he generally leaves that part of the matter to a 7 a week clerk who writes nothings on substantial wrapping paper and lets it go at that then there ib the emart man who writes on all subjects under the sun except his goods and his prices lie generally wants a column of matter tucked into six inches and well displayed he is responsible tor the large mortality among printers and printing office cats then there is that rarely met man the consistent advertiser ho is a wise man he Is a well to do man some day he will bo a very rich mau we bow to him he has our ro which cannot be shaken though his eins in all other directions be as scarlet it you to join him heros how to do it be liberal in your buying of space bo intelligent not clever just intelligent la the way you fill it be your endeavors now for some details when we urge liberality in buying space we do not mean blind extravagance prom three to five of the total outlay of your business should be invested in newspaper space by intelligence in filling thai space we do not mean any brilliant cherer ness that you mayhap possess not we mean just that plain horae sense that has you to live as a merchant instead of indulging in a lot of te topic fantastic fan and leaving such details as quality and prices to be guessed at just describe your goods in plain words and then tacit on the price A retail store ad without a price is absolutely worthless as long as there is a similar ad in the paper with prices for every word of commendation you devote to an article uie reader and prospective customer will add a few cents to what he imagines your price Is then our competitor choso whoso ad iu elegance is not a patch on yours but who has the sense to put csc in big type at the end of it will get that readers patronage As for persistency it is the best quality an advertiser can leayo the mind ot the public is plastic it ia not so plastic though that a tap will make a lasting impression the public soon forgets the man ho runs a full page ad on sunday and nothing the next week doubtless does enough business on monday to make that ad profitable but ho loses all the bood effect that ills bigness in taking so much space produces by not keeping up the impression thus formed A fresh ad every day or every other day during the week would make that full page on sunday a much more profitable investment As for writing ono small advertisement and letting it run a week without change just to save the few cents extra charge generally made by newspapers for changing copy it Is ridiculous change your copy dally and people will look out for your ad as they would tor any other news never change your copy and people mill bo struck by your ad about as forcibly as is the man who never had a horse aheu ho sees a hitching post in the dim distance |
